© 2006 Les Mills International Limited © 2007 Les Mills International Limited © 2006 Les Mills International Limited Click to edit Master title style Click

© 2006 Les Mills International Limited



Click to edit Master title style

Click to edit Master subtitle style

© Les Mills International 2004 1


Click to edit Master text stylesSecond level

Third level

Fourth level

Fifth level

BUILDING A WORLD CLASS

GROUP FITNESS OPERATION



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

OBJECTIVETo enhance your abilities as Group Fitness Managers (GFMs) to use Group Fitness to acquire and retain more members


FITNESS FORMULASClick to edit Master text styles

Second level

Third level

Fourth level

Fifth level


ENTER ALL KEY ACTIONS IN YOUR GFM PLANNER

TRANSFER THEM TO YOUR PERSONAL DIARY

TOMORROW



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 Trillion-Dollar Industry

2002(3) Phillip Mills; 2004

FUTURE MARKET FOR GROUP FITNESS



(4) Phillip Mills; 2005(5) James J. Annesi; Effects of Minimal Group Promotion on Cohesion and Exercise Adherence 1999(6) IHRSA Retention Report 2004

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 work-out in a group” (5)

“Increase in group fitness participation is a key indicator of club growth and profitability” (6)

FUTURE MARKET FOR GROUP FITNESS



Group Fitness is at the sharp end of the experience economy!

Example: Evolution of the exercycle

1980 Old-fashioned stationary bike

1985 Computerised bike

1990 Cardio theatre

1995 Spinning class

1999 RPM™

CREATING MORE ENTERTAININGEXERCISE ENVIRONMENTS



Licensed to over 11,000 clubs in 63 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

INTRODUCING LES MILLS INTERNATIONAL





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

LES MILLS AUCKLAND – CLUB BASEDGROUP FITNESS MODEL FOR THE WORLD



THE SIZE OF THE PRIZE WORKBOOK

SHEET 1CALCULATE CURRENT OCCUPANCY

Calculate total square metres of your Group Fitness studio(s)? _______

Divide this number by 4 (if using metres) or 40 (if using feet) (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?(1) Les Mills International recommends circa 4 square metres or 40 square feet per person



EXAMPLE OF SINGLE STUDIO WITH CAPACITY OF 30

Current weekly attendance = 500

Target weekly attendance = 1,000

500 extra attendances ÷ 1.75* = 285 new members

285 x (cost of membership= $142,500$500 annualised)

Achieve 75% of income = $106,875



* Average member attendance per week - IHRSA 2004

THE SIZE OF THE PRIZE



EXAMPLE 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%




ADDITIONAL FACTORS 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 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 maximise attendance levels while accessing all the other benefits of group exercise as a competitive advantage

* AC Nielsen Survey, 2006




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

THE SIZE OF THE PRIZE FOR YOUR CLUB

WHAT IF YOU WERE THE BEST IN:

Your suburb?

Your city?

Your region?

Your country?

WHAT WOULD IT DO FOR:

Your break-even?

Your retention?

Your sales?

Your profit?

MANY CLUBS JUST WANT TOBREAK EVEN IN GROUP FITNESS



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 programmes in March 2005

• Successful freestyle classes maintained

• Today 88% capacity usage in Les Mills classes

• 82% retention • 59% of total attendances are from GF



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



1. Create a scorecard

2. Maximise your timetable

3. Recruit world-class instructors (and keep them!)

4. Organise great instructor training

5. Develop the best studio you can afford

6. Create a Group Fitness Marketing Plan

7. Plan for Success

8. Hire, or be, a world-class GF Manager

THE PLAN IS BUILTAROUND 8 KEY ELEMENTS



Second level

Third level

Fourth level

Fifth level


BUILDING A WORLD CLASS GROUP FITNESS

OPERATION

KEY ELEMENT ONE:CREATE A

SCORECARD



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



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

PUBLISH COMPARATIVE STATS(SCORES RANKED BY ACTUAL COUNTS)



1.7

2.2three

FactorAverageTime zone

Studio 1

two

1.0one

1. Divide timetable into three or four time zones. Group similarly performing times together to minimise 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

118

70

53

ADJUSTMENT FORMULA TO COMPARE DIFFERENT TIMES, DAYS AND STUDIOS



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

REVISED SCORES BY 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

RANK SCORES COMPARING ACTUAL AND

TIME ADJUSTED COUNTS



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 a spreadsheet which contains 12 months of data

Graph trends over 1-3 years

Graph Actuals against Targets

CREATE A SCORECARD REPORTING SYSTEM



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 recognise / reward success

SCORECARDACTIONS



Second level

Third level

Fourth level

Fifth level


KEY ELEMENT TWO:MAXIMISE YOUR

TIMETABLE





Programme development means identifying the most popular activities people want

Functional strength training

Mind / body

Martial fitness

Step training

Indoor cycling

Sports conditioning / HiLo

Dance

Create easy-to-follow, results-driven, enjoyable choreography

Use current Top 40 music with maximum appeal to the widest market

Base your programme development on commercial reality. Be cautious of short-term fads

WHAT DO PEOPLE WANT?MODEL FOR PROGRAMME DEVELOPMENT



Identify the largest market categories

Using pre-choreography produced by world-leading instructors

Test and refine the programmes in live club situations

Listen to thousands of songs each quarter for music selection

Always base our programmes on a commercial programme formula

Programmes developed to meet consumer needs based on independent market research

EXAMPLE of Sustainable GF Formulas by Les Mills

THE LES MILLS APPROACH TO PROGRAMME DEVELOPMENT



The fastest, simplest way to increase weekly attendance is to give more classes to your

most popular teachers and programmes and less to the less popular .

Let the public vote with their feet.

CREATE THE ULTIMATE TIMETABLE



Monthly Average Class Attendances by ProgrammeProgramme 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

IDENTIFY YOUR TOP PROGRAMMES



Global benchmark for timetable content

70% - 80% represented by Core programmes

10% - 20% represented by Specialty programmes

0% - 10% represented by Service programmes

Timetable mix can be impacted significantly by:

building classes which are new to your club’s culture

developing new instructor talent

club location, eg urban or suburban

local demographics, eg families or retired people

EXAMPLE PROGRAMME MIX TO DELIVER VARIETY AND CROSS TRAINING



LES MILLS™ TARGET MATRIX©

RANK CLASS PERFORMANCE TO IDENTIFY OPPORTUNITIES FOR GROWTH

Amber light classes

achieving 30%-75%of target

Green light classes

achieving > 75%

of target

INSTRUCTOR FACTORS

PR

OG

RA

MM

E F

AC

TO

RS

Red light classes

achieving < 30% of target

Amber light classes

achieving 30%-75%of target

Poor

OK

Excellent

OK Excellent



Classes achieving more than 75% of target – “Green light”

Add more classes of the most popular programmes and/or

Free up peak time-slots by moving some top performers to shoulder slots

Classes achieving 30% - 75% of target – “Amber light”

Review if the instructor or the programme is holding back growth

Take action to train the instructor or alter programming to maximise attendances

Classes achieving < 30% of target – “Red light”

Set timelines for improvement via instructor training or programme changes

Delete if attendance does not meet minimum targets within timelines

USE CLASS RANKINGS TO FOCUS YOUR GROWTH ACTIVITIES



2. timetable



TIMETABLE CREATOR FOR PROFESSIONAL LAYOUTS



Minimum actions:

Identify top instructors and programmes

Take action on under-performing (red light) classes

Review timetable quarterly to maximise attendances

TIMETABLE ACTION



Second level

Third level

Fourth level

Fifth level


KEY ELEMENT THREE:RECRUIT WORLD

CLASS INSTRUCTORS(AND KEEP THEM!)





A SINGLE GREAT INSTRUCTOR CAN BRING HUNDREDS OF MEMBERS TO YOUR CLUB



Find and keep star teachers = attract and keep members

A TEAM OF GREAT INSTRUCTORS CAN BRING THOUSANDS OF MEMBERS TO YOUR CLUB!



"Never try to teach a pig how to sing.

It wastes your time and annoys the pig.”

CASTING IS EVERYTHING



Ride the rhythm for the athlete within

The real weights workout where I feel strong and get challenged

The lively step workout where I get lifted

The dance workout where I get high on the feeling of dance

The cardio conditioning workout inspired by sports training

The martial arts workout where I am unleashed

The yoga, tai chi, pilates workout where I feel strong and centre, long and

strong

The low-impact workout that lets you choose just how hard you workDRIVER ONE

THE ESSENCE OF THE LES MILLS™ GROUP FIT FORMULAS



Triathletes or road-cycling specialists

Weight trainers and Personal Trainers

Athletic and dynamic fitness fanatics

Dance and acting schools

Super-fit amateur athletes

Martial arts or combat background, such as kick-boxers

Yoga and pilates experience

Specialising in 40+ fitness / expert in seniors programmes

RECRUIT TO FIT THE ESSENCE OF THE PROGRAM E.G:



Performing arts schools

Theatre and dance companies

Phys Ed schools

College recruitment events

School teachers

Personal trainers / staff

Members

SPREAD YOUR NET WIDE TO IDENTIFY POTENTIAL RECRUITMENT POOLS



Golden Rule = See more people

If you need 8 World Class Instructors in the next 12 months

Always be on the look-out for talent in your recruitment pools

Match recruits with the essences of each programme

Hold a recruitment evening, say once a 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

START WITH AN END IN MIND HOW MANY NEW RECRUITS DO YOU NEED?



RECRUIT WITH PROFESSIONAL TOOLS



Motivate recruits by allowing them to watch examples of the best instructors in the world

INSPIRE RECRUITS – SHOW THEMDVD KITS WITH ROLE MODEL INSTRUCTORS



Incentivise world-class performanceand retain top performing teachers

CREATE A SYSTEM THAT COMBINES FINANCIAL AND NON-FINANCIAL

REWARDS

COMPENSATION SYSTEMS - INSTRUCTORS



Cost Per Head:

Average Class #:

Instructor’s Fee:

Class:Instructor:

$2.00$1.00$0.50

103080

$20$30$40

BODYSTEP™Randy

BODYATTACK™

NigelBODYPUMP™

Sam

CBA

Calculate cost-per-head figures for each class

HIRE THE BEST- NOT THE CHEAPEST



Minimum actions:

Always be on the look-out for recruits inside and outside your facility

Recruit to fit the essence of your programmes

Structure a retention plan – training, rewards, team building

WORLD CLASS INSTRUCTORSACTION



Second level

Third level

Fourth level

Fifth level


KEY ELEMENT FOUR:ORGANISE GREAT

INSTRUCTOR TRAINING





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



Module training

Certification

Quarterly workshops

Advanced instructor training

Technique intensives

Quality assessments

Team training for quarterly launch

Individual tuition

Distributor driven

Club driven

A QUALITY TRAINING PROCESS



.

* Recruitment needs to reflect the essence of each programme

1. 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

LES MILLS AND LICENSEES WORK TOGETHER TO CERTIFY INSTRUCTORS



Assess each instructor at least six-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



Minimum actions:

Create an overall annual training plan for both programme 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



Second level

Third level

Fourth level

Fifth level


KEY ELEMENT FIVE:DEVELOP THE BESTSTUDIO YOU CAN

AFFORD





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?

YOUR STUDIO







Size

Creative décor

Mirrors

Banners

Water

Flooring

Sound system

Stage

Entrance

Equipment

Waiting area

Lighting

Microphone

Cleaning

Maintenance

Heating/ ventilation

STUDIO DESIGNTHE PRIORITIES



Minimum actions:

Best quality sound system you can afford

Stage

Décor – lighting and colour(s)

STUDIOACTION



Second level

Third level

Fourth level

Fifth level


KEY ELEMENT SIX:CREATE A WORLD

CLASS MARKETING PLAN





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



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


2. IDENTIFY WHY YOUR MEMBERS COME TO YOUR CLUB




3. MATCH WHICH GROUP FITNESS PROGRAMMESTALK 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?

http://www.dogpile.com/info.dogpl/clickit/search?r_aid=8C6C760B535A42D3A518F32D24E76460&r_eop=11&r_sacop=11&r_spf=0&r_cop=main-title&r_snpp=11&r_spp=3&qqn=Ys%3B-Ys%3A%3A&r_coid=372380&rawto=http://www.nikeshoesbusiness.com/nike-shox/nike-shox-Ride-1.htm

http://www.dogpile.com/info.dogpl/clickit/search?r_aid=8C6C760B535A42D3A518F32D24E76460&r_eop=15&r_sacop=15&r_spf=0&r_cop=main-title&r_snpp=15&r_spp=3&qqn=f3%27RRGpJ&r_coid=372380&rawto=http://www.nikeshoesbusiness.com/nike-shox/nike-shox-Ride-1.htm



Programme 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 $_____

MAXIMISE THE LAUNCH OF NEW PROGRAMMES WITH AN EVENT



ECLUB: YOUR ONLINE MARKETING TEAM


LES MILLS™ Group Fitness 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











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”

ORGANISE QUARTERLY EVENTSTO RE-LAUNCH LES MILLS PROGRAMMES



Programme Relaunch 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 Relaunch Masterclasses

Promote results

Evaluate results

Review goals

QUARTERLY EVENTSTHE RE-LAUNCH PROCESS



MARKET EXPERIENCESNOT JUST PROGRAMMES


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

http://www.lesmills.com/groupfitprofit



January February March April

May June July August

September October November December

4 Quarterly GF Events4 Monthly GF

Promotions

DOCUMENT A GROUP FITNESSMARKETING PLAN



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, programme promotions etc.

Make yourself familiar with the resources available on Eclub



Second level

Third level

Fourth level

Fifth level


KEY ELEMENT SEVEN:PLAN FOR SUCCESS





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

PLAN FOR THE YEAR



YOUR PLAN AT A GLANCE12 MONTH BUDGET EXAMPLENo. Key Element

Budget 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



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

MONTHLY HEADLINE REPORT FOR MANAGEMENT AND INSTRUCTORS



Document quarterly results and conclusions succinctly

Build awareness of Group Fitness’ contribution to your facility

Budget versus Actual spend

Attendances versus targets

Budgeted versus Actual cost per head

Top-performing programmes

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

QUARTERLY REPORTING TO MANAGEMENT AND INSTRUCTORS



Use monthly and quarterly report summaries

To celebrate successes, and

Work with management and instructor teams to plan innovations and solutions that will grow attendances

USE REPORTING TO ENCOURAGE PLANNING AND INNOVATIONS



Minimum actions:

Document your plan with a Budget

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 to grow attendances

PLAN FOR SUCCESSACTIONS



Second level

Third level

Fourth level

Fifth level


KEY ELEMENT EIGHT:APPOINT, OR BE, A WORLD CLASS GFM





You lead a team which is responsible for bringing thousand of members

to your facility

Recognise that your impact on facility success can be huge

YOU ARE A MAJOR HIRE!

AS A GREAT GROUP FITNESS MANAGER YOU CAN CHANGE THE FUTURE OF YOUR CLUB



The goals for Group Fitness Managers 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

BRIDGING THREE WORLDSMANAGEMENT, INSTRUCTORS & MEMBERS



Commit to:

Being a Coach, not an Ego

Leading your team to access the full potential of GF

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

GROUP FITNESS MANAGERACTIONS



Create aCAUSE, not a

BUSINESS Tom Peters, US Management Guru

ESTABLISH A POWERFUL TEAM MISSION AND GOALS



MAKING YOUR DREAMS BECOME A REALITY

Where do you see yourself?

Ready to sign up

Interested but need more information

Thanks but no thanks – would like to try classes first




Click to edit Master title style

Click to edit Master subtitle style

© Les Mills International 2004 96

Documents

© 2006 Les Mills International Limited © 2007 Les Mills International Limited © 2006 Les Mills International Limited Click to edit Master title style Click