Growing Membership and Profit: Small Group Training Opportunity

GROWING MEMBERSHIP AND PROFIT
SMALL GROUP TRAINING OPPORTUNITY

1
LES MILLS INTERNATIONAL 2012
WHY DO THEY JOIN A FITNESS FACILITY?

2
WHAT DO PEOPLE WANT?
THE FUTURE
OF FITNESS
3
1. EXERTAINMENT 2. COMMUNITY/BUILDING BONDS 3. HEALTH/RESULTS

RESULTS &
4
MOTIVATION
V
5
SOCIAL
6
MAKE EXERCISE
SMALL GROUP TRAINING SWEETSPOT

EXERTAINMENT RESULTS
SGT
SOCIAL
TRENDS: STUDIOS ARE DRAWING CONSUMERS SGT STUDIO GYM

CASE STUDY:
VITAL STATS
90,000 sq ' full service facility Over 12,000 members
THE GOAL
Sell 40 packages at $199 each
THE GAME PLAN

The Les Mills GRIT Series as SGT 8 week Challenge Market the program Oer value
THE FINAL SCORE
64 packages sold $12,700 Gross 39 packages new to PT
SGT POSITIONING: CENTRIC
PERSONAL TRAINING
SMALL GROUP TRAINING
GROUP EXERCISE
ENGAGEMENT:
MEMBER
MEMBER PROGESSION:
UNASSISTED WORKOUTS SMALL GROUP TRAINING PERSONAL TRAINING
REVENUE STREAMS:
PT REVENUE STREAM
UNASSISTED EXERCISE
PERSONAL TRAINING
GROUP EXERCISE
PT POTENTIAL:
REVS UP PT EARNING POTENTIAL
Great opQon for new trainers and those looking for exposure Personal Trainers make more money Would you rather train 1 on 1 for $60 per session or train 6 clients paying $20 per session?
SUMMARY
FILL THE TEAM VOID INCREASE ENGAGEMENT ACCESSIBLE PT MORE MONEY
15
SMALL GROUP TRAINING: HOW
7 KEYS TO
16
SUCCESS
SUCCESS
7 KEYS TO
GREAT PROGRAMMING
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#1
CLEAR AND MARKETABLE TRAINING OBJECTIVES NO GUESS WORK LESS TRAINER DEPENDENT
SUCCESS
7 KEYS TO
TRENDS MATTER
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#2
TOP TRENDS
#2 TRENDS MATTER
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Thompson, W. Health & Fitness Journal, Oct. 29, 2012. News release, American College of Sports Medicine
GROUP PERSONAL TRAINING CERTIFIED PROFESSIONALS STRENGTH TRAINING BODYWEIGHT TRAINING CHILDREN AND OBESITY WEIGHT LOSS EXERCISE FOR OLDER ADULTS PERSONAL TRAINING FUNCTIONAL FITNESS CORE TRAINING
GET THE RIGHT TRAINING RATE

1. 2. 3. 4. DROP IN RATE: $10-25 per workout BULK SESSIONS: Discount 15-25% PREMIUM MEMBER: Limited or unlimited PROGRAM BLOCK: 1 price based on 2-3 workouts per week
#3 NAIL THE BUSINESS MODEL

20
SUCCESS
7 KEYS TO

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GET THE RIGHT TRAINING RATE GET THE RIGHT PAY RATE
1. Flat Rate (eg $20-$40 per 30 min session) 2. Commission: 30-40% for small group 3. Per Head (eg $10 base + $2-$4 per head)
SUCCESS
7 KEYS TO

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SET A GOAL
1. 2. 3. 4.
GROSS REVENUE: Annual, monthly TRAINING RATE SESSIONS/WEEK CLIENTS, PACKAGES, or MEMBERSHIPS/MONTH DEMOS and/or APPOINTMENTS
#3
NAIL THE BUSINESS MODEL

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EXAMPLE ONE:
THE MODEL
Premium = $15 Gross: $6000 per month Bulk discount = $12 Net: $4800 per month Two 30 min sessions/week 12 workouts, 10 per workout Trainer pay = $10 base + THE GOAL $2 per head 60 clients
THE RESULTS
#3

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OPTION TWO:
THE MODEL
6 week bootcamp Package = $120 Unlimited sessions 12 x 30 min workouts per week Flat Trainer pay = $20
THE RESULTS
Gross: $7000 per bootcamp Net: $5800 per bootcamp
THE GOAL
#3
Sell 60 packages (10 per workout 2 x per week)

25
SUCCESS
7 KEYS TO
#4
GET EVERYONE ON BOARD

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#4
GET EVERYONE ON BOARD

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EQUIP ALL STAFF WITH INFO BRIDGES GAPS BETWEEN DEPARTMENTS CREATES COMMUNITY
QUALIFICATION PERSONALITY LEADERSHIP BUY-IN
RECRUIT AND TRAIN THE RIGHT PEOPLE

28
#5
#6
GET THE WORD OUT
VISIBLE MARKETING TOOLS EMAIL AND SOCIAL MEDIA DEMO WORKOUTS OFFER DEALS AND INCENTIVES
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SUCCESS
7 KEYS TO
GET THE WORD OUT

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#6
SUCCESS
7 KEYS TO
DIFFERENTIATE FROM GROUP EXERCISE

31
#7
LIMIT NUMBERS 3 - 9 TRAIN OUTSIDE THE GROUP EX STUDIO RECRUIT AND TRAIN PERSONAL TRAINERS OFFER FITNESS EVALUATION, NUTRITION AND TEAM BUILDING
#7 DIFFERENTIATE FROM GROUP EXERCISE

32
KEY TO SUCCESS #1 #2 #3 #4 #5 #6 #7
GREAT PROGRAMMING TRENDS MATTER NAIL THE BUSINESS MODEL GET EVERYONE ON BOARD RECRUIT AND TRAIN THE RIGHT PEOPLE GET THE WORD OUT DIFFERENTIATE FROM GROUP FITNESS
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YOUR ACTION
Aim for a range of relevant programs that are motivating Be on top of lasting trend. Avoid fads. Re-engage members Set a clear goal and choose a model that supports. Try business support In-depth Program knowledge. Educate staff on benefits Qualified professionals Find new talent and support growth Create or contract awesome marketing material. Use all avenues to promote Have a solid implementation plan in place
HOTTEST SGT TREND:

HIGH INTENSITY INTERVAL TRAINING BOOTCAMPS STRENGTH TRAINING WEIGHT LOSS CORE TRAINING FUNCTIONAL TRAINING CROSS TRAINING MARTIAL ARTS
EQUIPMENT BASED
SKILLS BASED
RESULTS BASED
SMALL GROUP TRAINING: WHAT
DELIVERS FASTER RESULTS WITH SHORTER WORKOUTS SUPPORTS LEAN MUSCLE AND FAT LOSS THROUGH HIGHER HGH PRODUCTION
WHAT IS HIIT?
IMPROVES AEROBIC CAPACITY SIGNIFICANTLY INCREASES METABOLISM BURNS MORE FAT
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HIIT
WHAT IS THE DIFFERENCE WHEN YOU SUBSTITUTE SUBMAXIMAL CARDIO FOR HIIT?
RESEARCH
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TRIGLYCERIDE
DECREASE
Group 1 No GRIT Group 2 GRIT
3.1% 14.5% -11.4%
DIFF
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OXYGEN CONSUMPTION
INCREASE
1.7% 6.4% +4.7%
DIFF
39
TOTAL BODY FAT
DECREASE
0.8% 2.1% -1.3%
DIFF
40
BACK STRENGTH
INCREASE
8.4% 21.9% +13.5%
DIFF
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THE FACTS:
PENN STATE RESEARCH

GROUP 1 NO GRIT
No LES MILLS GRITSERIES 3 x 60 minute cardio* 2 x 60 minute BODYPUMP
We conducted a six week intervenQon to nd out if LES MILLS GRITSERIES can improve the health and happiness of already t adults
GROUP 2 - GRIT
2 x 30 minute LES MILLS GRITSERIES 2 x 60 minute cardio* 2 x 60 minute BODYPUMP
*Cardio could be a combinaQon of Les Mills BODYATTACK, BODYCOMBAT, RPM or BODYSTEP
Two groups of 42 t adults worked out ve hours each week.

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RESULTS AND MOTIVATION
WHY?
Improve member bonds Improve access to PT Everybody wins
HOW?

BIG
Programming Recruit/Train Everyone on board DierenQate Promote Trends Nail business model
OPPORTUNITY
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WHAT?
Whats trending? HIIT is hot

CONTACT YOUR LES MILLS AGENCY FOR MORE INFROMATION ON MAKING SMALL GROUP TRAINING WORK FOR YOU
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Growing Membership and Profit: Small Group Training Opportunity

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GROWING MEMBERSHIP AND PROFIT

SMALL GROUP TRAINING OPPORTUNITY

WHY DO THEY JOIN A FITNESS FACILITY?

WHAT DO PEOPLE WANT?

LES MILLS INTERNATIONAL 2012

1. EXERTAINMENT 2. COMMUNITY/BUILDING BONDS 3. HEALTH/RESULTS

SMALL GROUP TRAINING SWEETSPOT

LES MILLS INTERNATIONAL 2012

TRENDS: STUDIOS ARE DRAWING CONSUMERS SGT STUDIO GYM

THE GAME PLAN

THE FINAL SCORE

64 packages sold $12,700 Gross 39 packages new to PT

LES MILLS INTERNATIONAL 2012

SGT POSITIONING: CENTRIC

SMALL GROUP TRAINING

LES MILLS INTERNATIONAL 2012

SMALL GROUP TRAINING

LES MILLS INTERNATIONAL 2012

LES MILLS INTERNATIONAL 2012

SMALL GROUP TRAINING: HOW

SMALL GROUP TRAINING

SMALL GROUP TRAINING

GET THE RIGHT TRAINING RATE

#3 NAIL THE BUSINESS MODEL

SMALL GROUP TRAINING

#3 NAIL THE BUSINESS MODEL

SMALL GROUP TRAINING

#3 NAIL THE BUSINESS MODEL

NAIL THE BUSINESS MODEL

NAIL THE BUSINESS MODEL

Gross: $7000 per bootcamp Net: $5800 per bootcamp

Sell 60 packages (10 per workout 2 x per week)

NAIL THE BUSINESS MODEL

SMALL GROUP TRAINING

GET EVERYONE ON BOARD

GET EVERYONE ON BOARD

QUALIFICATION PERSONALITY LEADERSHIP BUY-IN

RECRUIT AND TRAIN THE RIGHT PEOPLE

GET THE WORD OUT

SMALL GROUP TRAINING

GET THE WORD OUT

SMALL GROUP TRAINING

DIFFERENTIATE FROM GROUP EXERCISE

#7 DIFFERENTIATE FROM GROUP EXERCISE

LES MILLS INTERNATIONAL 2012

HOTTEST SGT TREND:

LES MILLS INTERNATIONAL 2012

SMALL GROUP TRAINING: WHAT

LES MILLS INTERNATIONAL 2012

IMPROVES AEROBIC CAPACITY SIGNIFICANTLY INCREASES METABOLISM BURNS MORE FAT

LES MILLS INTERNATIONAL 2012

3.1% 14.5% -11.4%

LES MILLS INTERNATIONAL 2012

Group 1 No GRIT Group 2 GRIT

1.7% 6.4% +4.7%

LES MILLS INTERNATIONAL 2012

TOTAL BODY FAT

0.8% 2.1% -1.3%

LES MILLS INTERNATIONAL 2012

Group 1 No GRIT Group 2 GRIT

8.4% 21.9% +13.5%

LES MILLS INTERNATIONAL 2012

PENN STATE RESEARCH