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© 2006 Les Mills International Limited© 2006 Les Mills International Limited
LES MILLS GROUP FITNESS FORMULAS Click to edit Master text styles
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© 2007 Les Mills International Limited
© 2005 Les Mills International Limited© 2006 Les Mills International Limited
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© Les Mills International 2004 1
© 2006 Les Mills International Limited
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BUILDING A WORLD CLASS
GROUP FITNESS OPERATION
© 2006 Les Mills International Limited© 2006 Les Mills International Limited
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OBJECTIVE
At the end of this session you will be much further along to path to
Having consistently full classes
Developing massive social energy in your facility
Using your members as your best sales force
Retaining members longer
Having consistently motivated staff
Being able to charge more
Making a difference to the health and fitness of your community
To enhance your abilities as Group Fitness Managers (GFMs) to use Group Fitness to acquire and retain more members
© 2006 Les Mills International Limited© 2006 Les Mills International Limited
FITNESS FORMULASClick to edit Master text styles
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ENTER ALL KEY ACTIONS
IN YOUR GFM PLANNER
TRANSFER THEM TO YOUR PERSONAL DIARY
TOMORROW
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FUTURE MARKET FOR GROUP FITNESS Experience and transformation economies are booming (1)
Wellness spending in the US alone will surpass one trillion dollars by 2010 (2)
Health clubs are at the sharp end of the experience economy - gym attendance is becoming the biggest sport in the world (3)
(1) Pines and Gilmour, The Experience Economy 1999(2) Paul Zane Pilzner; The Wellness Revolution How to make a fortune in the Next Triilion Dollor Industry
2002(3) Phillip Mills; 2004
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(4) Phillip Mills; 2005(5) James J. Annesi; Effects of Minimal Group Promotion on Cohesion and Exercise Adherence 1999(6) IHRSA Retention Report 2004
FUTURE MARKET FOR GROUP FITNESS Group Fitness is the vanguard of the fitness industry and has huge
potential as a form of entertainment (4)
“90% of all exercisers report that they would prefer to workout in a group.” (5)
“Increase in group fitness participation is a key indicator of club growth and profitability” (6)
Group Fitness is at the sharp end of the experience economy!
CREATING MORE ENTERTAININGEXERCISE ENVIRONMENTS
Example: Evolution of the exercycle
1980 Old fashioned stationary bike
1985 Computerized bike
1990 Cardio theater
1995 Spinning class
1999 RPM™
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INTRODUCING LES MILLS INTERNATIONAL Licensed to over 11,000 clubs in more than 70 countries
Occupying 20% of world’s health clubs’ Group Fitness timetables
Servicing the world with a unique global agency network
60,000 Les Mills certified elite fitness instructors
In excess of 4 million consumers per week doing Les Mills classes
Servicing over 1,200 clubs in USA
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LES MILLS AUCKLAND – CLUB BASEDGROUP FITNESS MODEL FOR THE WORLD Les Mills World of Fitness, Auckland, New Zealand
11,000 members - Membership average US$80 per month
5,000m2 / 53,500 ft2 Fitness Only Club
2,000m2 / 21,500 ft2 Group Fitness Area
4 studios – largest is 700m2 / 7,500 ft2
Over 150 classes per week
50% of total attendances
65 part time Instructors
7,000 + Group Fitness visits per week
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CALCULATE CURRENT OCCUPANCY
Calculate total square footage of your Group Fitness studio(s)? _______
Divide this number by 40 (1) _______
This number represents your Maximum Class Capacity (MCC) _______
How many classes are at:
75% MCC, or _______
Between 30% - 75% MCC, or _______
Less than 30% MCC _______
Ask yourself these questions:
How much of the prize am I giving up with my present programming?
How much of the prize could I gain with better programming?
WORKBOOK
SHEET 1
(1) Les Mills International recommend circa 40 square feet per person
THE SIZE OF THE PRIZE
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THE SIZE OF THE PRIZEEXAMPLE OF SINGLE STUDIO WITH CAPACITY OF 30
Current weekly attendance = 500
Target weekly attendance = 1000
500 extra attendances ÷ 1.75 * = 285 new members
285 x (cost of membership= $142,500 $500 annualised)
Achieve 75% of income = $106,875
Achieve 50% of income = $71,250
Achieve 35% of income = $49,875
* Average member attendance per week - IHRSA 2004
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THE SIZE OF THE PRIZEEXAMPLE OF SINGLE STUDIO WITH CAPACITY OF 30
How much would you spend to achieve $142,500 extra member revenue?
Increased GFM wages and incentives $6,000 Increased instructor wages and incentives $8,000 Studio improvements $7,500 Additional marketing costs $8,000 Licence fees $2,500 Increased training costs $2,500
TOTAL $34,750
Return on investment (on $142,500) 410%
Return on investment (on 50% of income - $71,250) 205%
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THE SIZE OF THE PRIZEADDITIONAL FACTORS TO CONSIDER IF YOU HAVE VERY BUSY
STUDIOS
Independent research confirms that members at Les Mills licensees visit their facilities on average 2.9 times per week*
At Les Mills Auckland, busy Group Fitness studios provided a number of profitable benefits
Improved retention
Ability to increase membership prices significantly over time
New members due to the reputation of Group Fitness
Ultimately, Les Mills Auckland chose to invest in increased Group Fitness space to maximize attendance levels while accessing all the other benefits of group exercise as a competitive advantage
* AC Nielsen Survey, 2006
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THE SIZE OF THE PRIZE FOR YOUR CLUB
Add up your weekly class attendances
TOTAL ____________
What could this be if your instructors were delivering world class, life-changing experiences every time?
POTENTIAL TOTAL ____________
Take the difference between these two numbers, divide it by 1.75 (IHRSA average member weekly attendance) and multiply it by your annual membership rate
POTENTIAL INCOME GAIN $ ____________
Assume a 50% success rate of the income gain to be conservative
50% POTENTIAL INCOME GAIN $ ____________
CALCULATE REVENUE
WORKBOOK
SHEET 2
MANY CLUBS JUST WANT TOBREAK EVEN IN GROUP FITNESS
WHAT IF YOU WERE THE BEST IN:
Your suburb?
Your city?
Your region?
Your state?
WHAT WOULD IT DO FOR:
Your break-even?
Your retention?
Your sales?
Your profit?
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DRIVER THREE
RECOGNIZE WHAT IS POSSIBLE WITH GROUP FITNESSLEVITE JCC, BIRMINGHAM, ALABAMA
• Facility of 2,250 members• Only 8% capacity usage in GF 18
months ago • Quickly reduced Instructor team from
50–20 people • Average attendance in class was 4-8
people • Launched Les Mills programs in
March 2005 • Successful freestyle classes
maintained • Today 88% capacity usage in Les
Mills classes • 82% retention • 59% of total attendances are from
GF
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DRIVER THREE
• Only one studio available • GF Manager negotiated use of other
space for classes • Deliver 65 land classes per week • 45 classes in the studio, 20 in other
facility venues • Premium priced in the area • Very high quality in Instructor team • Instructor team to reach 40 people• Minimum of 20% male attendance in
Les Mills classes • Rank in the top 10 out of 250 JCCs in
USA
RECOGNIZE WHAT IS POSSIBLE WITH GROUP FITNESSLEVITE JCC, BIRMINGHAM, ALABAMA
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THE PLAN IS AROUND 8 KEY ELEMENTS
1. Create a Group Fitness scorecard
2. Maximize your Group Fitness timetable
3. Recruit world class Group Fitness instructors (and keep them!)
4. Organize great Group Fitness instructor training
5. Develop the best Group Fitness studio you can afford
6. Create a Group Fitness marketing plan
7. Plan for Group Fitness success
8. Appoint, or be, a world class Group Fitness Manager
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BUILDING A WORLD CLASS GROUP FITNESS OPERATION
KEY ELEMENT ONE:CREATE A
SCORECARD
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Set class-by-class and total weekly targets
Count numbers in every class
Create accurate comparative stats and publish them
If possible, use best digital camera counting technologies available or independent/objective third party manual counts
“IF YOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT”
THE TEAM CAN’T PLAY TO WINIF IT DOES NOT KNOW THE SCORE
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PUBLISH COMPARATIVE STATS(SCORES RANKED BY ACTUAL COUNTS)
RANK ST TIME DAY PROGRAMME ACTUAL FACTOR REVISED INSTRUCTOR1 1 6.10pm Wednesday BODYJAM 194 1.0 194 Gandalf2 1 6.10pm Monday BODYATTACK 180 1.0 180 Mark S3 1 6.10pm Tuesday BODYPUMP 117 1.0 117 Steve R4 1 5.10pm Tuesday BODYCOMBAT 115 1.6 184 Joe5 1 10.10am Saturday BODYATTACK 97 2.0 194 Mark S6 1 6.15am Tuesday BODYPUMP 95 2.0 190 Donna7 1 4.10pm Sunday BODYPUMP 95 1.6 152 Lenny8 1 7.10pm Monday BODYPUMP 91 2.0 182 Joe9 1 9.10am Saturday BODYPUMP 90 1.6 144 Joe
10 1 6.10pm Friday BODYPUMP 88 1.0 88 Keri11 1 6.10pm Thursday BODYATTACK 87 1.0 87 Lisa O 12 1 5.10pm Thursday BODYPUMP 87 1.6 139 Donna13 1 12.10pm Wednesday BODYPUMP 86 2.0 172 Keri 14 1 5.10pm Wednesday BODYCOMBAT 86 1.6 138 Dan & Rach15 2 5.30pm Wednesday BODYATTACK 85 2.9 247 Glen O16 1 12.10pm Monday BODYPUMP 79 2.0 158 Prue
SORTED BY ACTUAL COUNT
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ADJUSTMENT FORMULA TO COMPARE DIFFERENT TIMES, DAYS AND STUDIOS1. Divide timetable into three or four time zones. Group similarly performing times
together to minimize number of zones (which increases statistical validity)
2. Calculate average attendance for each time zone across the week
3. Divide average of biggest time zone by average of each time zone to find factor for that time zone
1.7
2.2three
FactorAverageTime zone
Studio 1
two
1.0one 118
70
53
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REVISED SCORES BY TIME ADJUSTED COUNTS
RANK ST TIME DAY PROGRAMME ACTUAL FACTOR REVISED INSTRUCTOR1 1 11.10am Monday Stretch Yoga 58 4.6 267 Andre2 Cir St 6.15am Thursday BODYCIRCUIT® 55 4.6 253 Wiremu3 2 5.30pm Wednesday BODYATTACK 85 2.9 247 Glen O4 2 6.30am Tuesday BODYSTEP 50 4.6 230 Susan T5 Cir St 5.15pm Monday BODYCIRCUIT® 49 4.6 225 George6 2 5.30pm Thursday BODYJAM 75 2.9 218 Gandalf7 2 6.30pm Tuesday BODYCOMBAT 74 2.9 215 Olly8 2 4pm & 4.30pm Sunday BODYJAM 46 4.6 212 Chris9 1 4.10pm Monday BODYPUMP 70 2.9 203 Glen10 1 10.10am Saturday BODYATTACK 97 2.0 194 Mark S11 1 6.10pm Wednesday BODYJAM 194 1.0 194 Gandalf12 1 6.15am Tuesday BODYPUMP 95 2.0 190 Donna13 1 1.10pm Tuesday BODYPUMP 41 4.6 189 Amy14 1 1.10pm Friday BODYCOMBAT 41 4.6 189 Joe15 1 5.10pm Tuesday BODYCOMBAT 115 1.6 184 Joe16 1 11.10am Friday Stretch Yoga 40 4.6 184 Vincent
SORTED BY REVISED COUNT
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RANK SCORES COMPARING ACTUAL AND
TIME ADJUSTED COUNTS
RANK ST TIME DAY PROGRAMME ACTUAL FACTOR REVISED INSTRUCTOR1 1 6.10pm Wednesday BODYJAM 194 1.0 194 Gandalf2 1 6.10pm Monday BODYATTACK 180 1.0 180 Mark S3 1 6.10pm Tuesday BODYPUMP 117 1.0 117 Steve R4 1 5.10pm Tuesday BODYCOMBAT 115 1.6 184 Joe5 1 10.10am Saturday BODYATTACK 97 2.0 194 Mark S
SORTED BY ACTUAL COUNT
RANK ST TIME DAY PROGRAMME ACTUAL FACTOR REVISED INSTRUCTOR1 1 11.10am Monday Stretch Yoga 58 4.6 267 Andre2 Cir St 6.15am Thursday BODYCIRCUIT® 55 4.6 253 Wiremu3 2 5.30pm Wednesday BODYATTACK 85 2.9 247 Glen O4 2 6.30am Tuesday BODYSTEP 50 4.6 230 Susan T5 Cir St 5.15pm Monday BODYCIRCUIT® 49 4.6 225 George
SORTED BY REVISED COUNT
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CREATE A SCORECARD REPORTING SYSTEM
Ideally use a SCORECARD spreadsheet to calculate attendance KPIs
At a minimum record manual counts for all classes and collate weekly, monthly and quarterly
Best practice
Use spreadsheet which contains 12 months of data
Graph trends over 1-3 years
Graph Actuals against Targets
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Minimum actions:
Start accurate manual / camera counts immediately
Monitor gross weekly attendances
Set class targets with instructors
Enter class counts and targets into your SCORECARD spreadsheet
Publish results monthly and recognize / reward success
SCORECARDACTION
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KEY ELEMENT TWO:MAXIMIZE YOUR
TIMETABLE
BUILDING A WORLD CLASS
GROUP FITNESS OPERATION
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Program development means identifying the the most popular activities people want
Functional strength training
Mind body
Martial fitness
Step training
Indoor cycling
Sports conditioning / HiLo
Dance
WHAT DO PEOPLE WANT?MODEL FOR PROGRAM DEVELOPMENT
Create easy-to-follow, results driven, enjoyable choreography
Use current top 40 music with maximum appeal to the widest market
Base your program development on commercial reality. Be cautious of short term fads
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THE LES MILLS APPROACH TO PROGRAM DEVELOPMENTIdentify the largest market categories
Using pre-choreography produced by world-leading instructors
Test and refine the programs in live club situations
Listen to thousands of songs each quarter for music selection
Always base our programs on a commercial program formula
Programs developed to meet consumer needs based on independent market research
EXAMPLE of Sustainable Group Fit Formulas
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CREATE THE ULTIMATE TIMETABLE
The fastest, simplest way to increase weekly attendance is to give more classes to your most popular teachers and programs and
less to the less popular
Let the public vote with their feet
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IDENTIFY YOUR TOP PROGRAMSMonthly Average Class Attendances by Program
Program November
Classes Act # Avg
BODYPUMP 28 2120 76BODYCOMBAT 20 1054 53RPM 27 980 36BODYATTACK 10 669 67BODYJAM 7 476 68BODYBALANCE 13 471 36BODYCIRCUIT 12 377 31BODYSTEP 11 368 33Stretch Yoga 7 313 45RUN/JOG/5KG 6 190 32RINGSIDE 5 94 19POWERWALKING 7 67 10Weekly Totals 153 7179 47
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EXAMPLE PROGRAM MIX TO DELIVER
VARIETY AND CROSS TRAINING Global benchmark for timetable content
70% - 80% represented by Core programs
10% - 20% represented by Specialty programs
0% - 10% represented by Service programs
Timetable mix can be impacted significantly by:
Building classes which are new to your club’s culture
Developing new instructor talent
Club location e.g. urban or suburban
Local demographics e.g. families or retired people
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Amber light classes
achieving 30%-75%of target
Green light classes
achieving > 75%
of target
INSTRUCTOR FACTORS
PR
OG
RA
M F
AC
TO
RS
Red light classes
achieving < 30% of target
Amber light classes
achieving 30%-75%of target
Poor
OK
Excellent
OK Excellent
LES MILLS TARGET MATRIX©
RANK CLASS PERFORMANCE TO IDENTIFY OPPORTUNITIES FOR GROWTH
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Classes achieving more than 75% of target – “Green light”
Add more classes of the most popular programs and/or
Free up peak timeslots by moving some top performers to shoulder slots
Classes achieving 30% - 75% of target – “Amber light”
Review if the Instructor or the program is holding back growth
Take action to train the Instructor or alter programming to maximize attendances
Classes achieving < 30% of target – “Red light”
Set timelines for improvement via Instructor training or program changes
Delete if attendance does not meet minimum targets within timelines
USE CLASS RANKINGS TO FOCUS YOUR GROWTH ACTIVITIES
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© 2007 Les Mills International Limited 2. timetable
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TIMETABLE CREATOR FOR PROFESSIONAL LAYOUTS
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TIMETABLE ACTIONMinimum actions:
Identify top instructors and programs
Take action on under-performing (red light) classes
Review timetable quarterly to maximize attendances
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KEY ELEMENT THREE:RECRUIT WORLD
CLASS INSTRUCTORS(AND KEEP THEM!)
BUILDING A WORLD CLASS
GROUP FITNESS OPERATION
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A SINGLE GREAT INSTRUCTOR CAN BRING HUNDREDS OF MEMBERS TO YOUR CLUB
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Find and keep star teachers = attract and keep members
A TEAM OF GREAT INSTRUCTORS CAN BRING THOUSANDS OF MEMBERS TO YOUR CLUB!
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CASTING IS EVERYTHING"Never try to teach a pig how to sing
It wastes your time and annoys the pig”
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NOTE THE ESSENCE OF THE LES MILLS GROUP FIT FORMULAS
The real weights workout where I feel strong and get challenged
The martial arts workout where I am unleashed
The yoga, tai chi, pilates workout where I feel strong and centre, long and strong
The dance workout where I get high on the feeling of dance
Ride the rhythm for the athlete within
The lively step workout where I get lifted
The cardio conditioning workout inspired by sports training
The low-impact workout that lets you choose just how hard you
work
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Weight trainers and Personal Trainers
Martial arts or combat background, such as kickboxers
Yoga and pilates experience
Dance and acting schools
Triathletes or road cycling specialists
Athletic and dynamic fitness fanatics
Super fit amateur athletes
Specializing in 40+ fitness / expert in seniors programs
RECRUIT TO FIT THE ESSENCE OF THE PROGRAM E.G:
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Performing arts schools
Theater and dance companies
Phys Ed schools
College Recruitment Events
School teachers
Personal trainers/staff
Members
SPREAD YOUR NET WIDE TO IDENTIFY POTENTIAL RECRUITMENT POOLS
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Golden Rule = See more people
START WITH AN END IN MIND HOW MANY NEW RECRUITS DO YOU NEED? If you need 8 World Class instructors in the next twelve months
Always be on the look out for talent in your recruitment pools
Match recruits with the essences of each program
Hold a recruitment evening, say once per year and be aware that:
20 candidates in a recruitment evening become…
10 recruits to train and send to Module who become….
8 certified Instructors
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RECRUIT WITH PROFESSIONAL TOOLS
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Motivate recruits by allowing them to watch examples of the best instructors in the world
INSPIRE RECRUITS – SHOW THEMDVD KITS WITH ROLE MODEL INSTRUCTORS
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COMPENSATION SYSTEMS INSTRUCTORS
Incentivize world class performanceand retain top-performing teachers
CREATE A SYSTEM THAT COMBINES FINANCIAL AND NON-FINANCIAL
REWARDS
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Cost Per Head:
Average Class #:
Instructor’s Fee:
Class:Instructor:
$2.00$1.00$0.50
103080
$20$30$40
BODYFLOW®Randy
BODYATTACK ™
Nigel
BODYPUMP™Sam
CBA
Calculate cost-per-head figures for each class
HIRE THE BEST - NOT THE CHEAPEST
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WORLD CLASS INSTRUCTORSACTIONMinimum actions
Always be on the look-out for recruits inside and outside your facility
Recruit to fit the essence of your programs
Structure a retention plan – training, rewards, team building
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KEY ELEMENT FOUR:ORGANIZE GREAT
INSTRUCTOR TRAINING
BUILDING A WORLD CLASS
GROUP FITNESS OPERATION
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Choreography
Build on instructor strengths to create stars
Technique“Physical Execution”
Coaching“Teaching Skills”
Fitness magic“Theatre Skills”
Connecting“Communication”
FIVE KEY ELEMENTS OF TEACHING
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A QUALITY TRAINING PROCESS
Module training
Certification
Quarterly workshops
Advanced instructor training
Technique intensives
Quality assessments
Team training for quarterly launch
Individual tuition
Distributor driven
Club driven
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.
*Recruitment needs to reflect the essence of each program
LES MILLS AND LICENSEES WORK TOGETHER TO CERTIFY INSTRUCTORS1. Group Fitness Manager selects instructors for Module*
2. Group Fitness Manager prepares instructors for Module
3. Instructors attend Les Mills Module training for 2 or 3 days
4. Group Fitness Manager coaches instructors to be class ready
5. Group Fitness Manager ensures instructors submit videos
6. Les Mills assesses instructor videos up to 12 weeks post Module
7. CERTIFICATION
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Assess each instructor at least 6 monthly:
Keeps instructors focused
Allows coaching opportunities
And be a coach, not a policeman
Buy a digital video camera – absolute best investment
Training tool only – class numbers must remain the ultimate measure of performance
Instructors can’t be all things to all people - build on their strengths
FINDING THE TALENT IS ONLY THE START
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Minimum actions:
Create an overall annual training plan for both Group Fitness program teams and individual Instructors
Monitor and promote attendance at quarterlies
Schedule quarterly team and person-to-person training times
Implement a six monthly formal assessment plan
TRAINING AND ASSESSMENTACTION
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KEY ELEMENT FIVE:DEVELOP THE BESTSTUDIO YOU CAN
AFFORD
BUILDING A WORLD CLASS
GROUP FITNESS OPERATION
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YOUR STUDIO
Does it look 21st century?
Does it look like a world class destination?
Does it create an incredible sensory experience?
Could changes create wider audience appeal?
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Size
Creative décor
Mirrors
Banners
Water
Flooring
Sound system
Stage
Entrance
Equipment
Waiting area
Lighting
Microphone
Cleaning
Maintenance
Heating/ ventilation
STUDIO DESIGNTHE PRIORITIES
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STUDIOACTION
Minimum actions
Best quality sound system you can afford
Stage
Décor – lighting and color(s)
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KEY ELEMENT SIX:CREATE A WORLD
CLASS MARKETING PLAN
BUILDING A WORLD CLASS
GROUP FITNESS OPERATION
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Pow
er
PerfectionRenewal
Sociability/Fun
Con
form
i ty
High EnergyTo have fun, be
attractive popular &
desirable to others
Fitting in – being
acceptable to others
To feel good about myself,
to work through my
problems
To be active, strong energetic & independent
Being superior and dominant – socially or physically
To achieve theperfect body, maintain discipline & order
Source: Essence Research 2004
1. NOTE WHERE YOUR MEMBERS FIT
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Pow
er
PerfectionRenewal
Sociability/Fun
Con
form
i ty
High Energy•High energy exercise options
•Wide variety• ‘Adrenaline
fixes’•Exclusive
•High profile membership base
•“Place to be seen”
•Best, latest equipment, facilities, technology, body science
•Efficiency & results
•Small, safe, comfortable
sanctuary•Personalised
guidance
•Value for money
•Open to all•Casual atmosphere •Local
•Fun, social atmosphere•Variety in group fitness
•Entertaining
Source: Essence Research 2004
2. IDENTIFY WHY YOUR MEMBERS COME TO YOUR CLUB
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Source: Essence Research 2004
3. MATCH WHICH GROUP FITNESS PROGRAMSTALK TO DIFFERENT CUSTOMER SEGMENTS
Pow
er
PerfectionRenewal
Sociability/Fun
Con
form
i ty
High Energy
BODYPUMP™
BODYATTACK™
BODYVIVE™
BODYJAM™
BODYCOMBAT™
BODYBALANCE™
RPM™
BODYSTEP™
Abs & Butt
OR
OR
REAP THE BENEFIT OF MARKETING BRANDSWHICH WOULD YOU RATHER PROMOTE?
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Program Launch StepsWeek 1 Week 2 Week 3 Week 4 Week 5 Week 6 – Launch
Complete Module 2 Instructor Training
Allocate tracks to launch team
Increase internal promotions
Contact media
Complete Module 1 Instructor Training
Get instructors ready
Start low key internal promotion
Get staff orientated and involved
Finalise timetable changes
Remember, always plan your launches with specific sales targets for the various target segments i.e.New members (including ‘missed guest’) $$_____Member renewals $$_____Member referrals $$_____Reactivate old members $$_____
MAXIMIZE THE LAUNCH OF NEW PROGRAMS WITH AN EVENT
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ECLUB: YOUR ONLINE MARKETING TEAM
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LES MILLS™ Group Fit formulas
Quarterly event campaigns
Outdoor campaigns
Imagination campaign
Black and white series
Fantasy campaign
Life changing campaign
What’s in it for me campaign
Shape your future campaign
Tree campaign
And dozens more…..
ECLUB - SOME CAMPAIGNS AVAILABLE
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ORGANIZE QUARTERLY EVENTSTO RE-LAUNCH LES MILLS PROGRAMS
Every three months you canre-invent the wheel,
rebuild the excitement,
reactive inactive members
and increase sales revenue
The 2 most powerful words in advertising are
“FREE” AND “NEW”
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Program Re-Launch Steps
Week 1 Week 2 - 3 Week 3 - 4 – LAUNCHAttend Quarterly Workshop
Get instructors ready
Allocate tracks to team
Co-ordinate rehearsal timesGet staff involved in promotion
Meet with sales team
Organise internal marketing
Confirm external marketing
Contact mediaGet the club ready
Confirm media
Staff dress rehearsals Re-Launch Master Classes
Promote results
Evaluate results
Review goals
QUARTERLY EVENTSTHE RE-LAUNCH PROCESS
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MARKET EXPERIENCESNOT JUST PROGRAMS
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GROUP FIT P.R.O.F.I.T. CASE STUDYRE-LAUNCH FOR MEMBER ACQUISITION
• Club of 1,470 members• Annual GF re-launch • 140 new members • USD 8,250 investment• USD 85,500 income • >10 times payback • 4 hour evening concert • Theatrical event • 400 attendees • 200 non-member
guests • 70% conversion rate • Cross-club teamwork
www.lesmills.com/groupfitprofit
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January February March April
May June July August
September October November December
4 Quarterly GF Events4 Monthly GF
Promotions
ORGANIZE A GROUP FITNESSMARKETING PLAN
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GROUP FITNESS MARKETINGACTION
Minimum action:
Commit to quarterly re-launches as the bedrock of your market plan
Build an annual Group Fitness marketing plan that incorporates quarterly re-launches, class building competitions, charity events, program promotions etc.
Make yourself familiar with the resources available on Eclub
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KEY ELEMENT SEVEN:PLAN FOR SUCCESS
BUILDING A WORLD CLASS
GROUP FITNESS OPERATION
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PLAN FOR THE YEAR
Agree your Group Fitness Budget for the year with management
Set your attendance and other targets with your instructor team
Measure your success every month against Budget and targets
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YOUR PLAN AT A GLANCE12 MONTH BUDGET EXAMPE
No. Key ElementBudget category Month Month Month Month Month Month Month Month Month Month Month Month Total
1 2 3 4 5 6 7 8 9 10 11 12
1Create A Scorecard
Class attendance numbers 4,000 4,400 4,500 4,750 4,800 4,850 4,950 5,000 5,250 5,250 5,300 5,400 58,450
2Maximise Your Timetable Licence fees 500 500 500 500 500 500 700 700 700 700 700 700 7,200
3Recruit World Class Instructors
Instructor wages and rewards 4,000 4,250 4,250 4,500 4,500 4,700 4,750 4,800 4,900 4,900 4,900 5,000 55,450
4Train World Class Instructors Training costs 600 600 600 600 600 600 600 600 600 600 600 600 7,200
5
Develop the Best Studio You can Afford
Studio costs: repairs and upgrades 150 150 150 15,000 150 150 150 150 150 150 150 150 16,650
6Create a Group Fit Marketing Plan
Promotional expenses 300 300 1,000 300 300 1,000 300 300 1,000 300 300 1,000 6,400
8Be or Hire Great GF Manager
GF Manager wages 1,000 1,000 1,000 1,250 1,250 1,250 1,250 1,250 1,250 1,500 1,500 1,500 15,000
TOTAL 6,550 6,800 7,500 22,150 7,300 8,200 7,750 7,800 8,600 8,150 8,150 8,950 107,900
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MONTHLY HEADLINE REPORT FOR MANAGEMENT AND INSTRUCTORS
Example Headline Monthly Group Fitness Report
Reporting month July-07Name of facility XXXXXXXX
Overall goal: To grow GF attendances by 25% in 12 months
Actual attendance trends Last
month Current
month Increase/
(decrease) Comment
Actual attendances 4850 4900 50 Small increase month-to-month despite school holidays
Monthly Budget Actual Variance Comment
Total monthly costs 4,500 4,300 200Savings mainly due to gifts being supplied for free for monthly
promotion due to local company sponsorship
Attendances 5,000 4,900 (100) School holidays impacted attendances more than expected
GF visits / Total visits Actual
GF visits Total visits Percentage Comment
For July 4,900 12,000 41% Substantial proportion of members attend GF
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Document quarterly results and conclusions succinctly
Build awareness of Group Fitness’ contribution to your facility
QUARTERLY REPORTING TO MANAGEMENT AND INSTRUCTORS
Budget versus Actual spend
Attendances versus targets
Budgeted versus Actual cost per head
Top performing programs
Worst performing classes and plan of action
Which Instructors have left and why
Instructors certification rate
Instructor satisfaction survey
Number of Instructors recruited
Instructor training update
Initiatives for studio improvements
Marketing promotion results
% of total attendance from GF
% of real estate dedicated to GF
Overall conclusion
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USE REPORTING TO ENCOURAGE PLANNING AND INNOVATIONSUse monthly and quarterly report summaries
To celebrate successes, and
Work with management and instructor teams to plan innovations and solutions which will grow attendances
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PLAN FOR SUCCESSACTIONSMinimum actions:
Create a Budget to document your plan
Agree your goals for the year with your team
Report on performance monthly and quarterly against targets
Share information to gain ideas from the team, which will grow attendances
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KEY ELEMENT EIGHT:APPOINT, OR BE, A WORLD CLASS GFM
BUILDING A WORLD CLASS
GROUP FITNESS OPERATION
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AS A GREAT GROUP FITNESS MANAGER YOU CAN CHANGE THE FUTURE OF YOUR CLUB
You lead a team which is responsible for bringing thousand of members
to your facility
Recognize that your impact on facility success can be huge
YOU ARE A MAJOR HIRE!
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BRIDGING THREE WORLDSMANAGEMENT, INSTRUCTORS & MEMBERSThe goals for GFMs are to:
Increase class numbers in line with targets
Meet or be below budgeted costs
The role of the GFM requires you to be effective with 3 different audiences:
Lead your Instructor team to fulfil the potential of Group Fitness
Communicate effectively on the achievements of Group Fitness to management
Ensure your Group Fitness attendees have life changing fitness experiences every time
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GROUP FITNESS MANAGERACTIONS
Commit to:
Being a Coach, not an Ego
Leading your team to access the full potential of Group Fitness
Benchmarking every activity against achieving your plan
Communicating with management to increase support for Group Fitness over time
Delivering extraordinary fitness experiences
Building a strong Vision and sense of purpose with your team to help formulate Group Fitness’ long term goals
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Create aCAUSE not a
BUSINESS Tom Peters, US Management Guru
ESTABLISH A POWERFUL TEAM MISSION AND GOALS
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MAKING YOUR DREAMS BECOME A REALITYWhere do you see yourself?
Ready to sign up
Interested but need more information
Thanks but no thanks – would like to try classes first
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