8 Keys of Group Fitness Management wa.ppt

1 LES MILLS INTERNATIONAL © 2011 1

GROUP FITNESS MANAGEMENT PERFORMANCE


www.facebook.com/lesmillswc | @Renatasays #8KeysWA

3 LES MILLS INTERNATIONAL © 2011


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THE FUTURE OF FITNESS MOTIVATION MASTERY DRIVES ATTENDANCE

Research indicates that group exercise is the most effective way of creating motivation for the average fitness member and for the vast majority of fitness facilities Group exercise attracts and motivates the masses. Some of the world’s most successful facilities have over 50% of their attendances in group exercise.

“Group Exercise members attend more regularly, remain members for longer, make more referrals, perceive greater value in their memberships (ie will pay more) and do not leave when a budget gym opens nearby!”1

Personal Training 10%

Small Group Training 4%

Unassisted Exercise

Group Exercise 36%50%

BENCHMARKS FOR HIGH PERFORMING FACILITIES

1. Will Phillips, The Retention Breakthrough




ACTION #1

BUILDING FACILITY SUCCESS USING GROUP FITNESS

SET INSPIRING GOALS FOR YOURSELF AND FOR YOUR TEAM


BHAG: __________________

12 Months: __________________

GROWING GROUP FITNESS PERFORMANCE SET YOUR WEEKLY GROUP FITNESS ATTENDANCE BHAG § What’s your current Group Fitness weekly attendance? _________ § How many weekly visits do you think you could achieve in 3 to 5 years

if your instructors were delivering the best experience in every class in your facility? Twice bigger? Three times bigger?


BHAG: 2000 12 Months: __________________

GROWING GROUP FITNESS PERFORMANCE SET YOUR WEEKLY GROUP FITNESS ATTENDANCE BHAG

§ What’s your current Group Fitness weekly attendance? 500 § How many weekly visits do you think you could achieve in 3 to 5 years

if your instructors were delivering the best experience in every class in your facility? Twice bigger? Three times bigger?


$: __________________

POTENTIAL FINANCIAL BENEFITS WHAT’S THE SIZE OF THE PRIZE? § BHAG - Group Fitness weekly attendance = __________ § Divide the result by 3 (average number of

GF visits per week per person in LES MILLS™ facilities): __________ § Multiply it by your average yearly membership: $_________


$: 300,000

POTENTIAL FINANCIAL BENEFITS WHAT’S THE SIZE OF THE PRIZE? § BHAG - Group Fitness weekly attendance = 1500 visits § Divide the result by 3 (average number of

GF visits per week per person in LES MILLS™ facilities) = 500 members Multiply it by your average yearly membership = $600


WHAT DOES IT TAKE TO BECOME A CHAMPION AT GROUP FITNESS IN YOUR FACILITY? THE PLAN IS BASED AROUND 8 KEY ELEMENTS


IMPLEMENT A SCORECARD


A TEAM CAN’T PLAY TO WIN IF IT DOESN’T KNOW THE SCORE. IF YOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT.

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3 LEVELS OF GOALS TO DEFINE

Club Total Membership/ Profit etc.

Total Group Fitness Weekly Visits

(3-5 year BHAG and short-term goals)

Individual Class Target

The contribution to

GF department to

the club’s goals.

Target set by GF

Manager and club

owner (based on

overall club goals)

Target set by

club owner

Target set by

instructor

and GF Manager.

Could be 6-month

target

LES MILLS INTERNATIONAL © 2011

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TOTAL GF ATTENDANCE YOUR KEY GF PERFORMANCE BENCHMARK CURRENT PERFORMANCE KPI’s

GROWTH POTENTIAL Benchmarks

GOALS Long and short/medium terms

§ Weekly GF Attendance § % Attendance to GF vs

Weekly Club Visits §  Total Club Members

and % Members “active”

§  Current TT Max Capacity § Max Studio Capacity

Maximum number of classes you can offer on your timetable per week x maximum number of people you can fit in each class Choose your numbers of classes: Example: Week days = 8-12 per day Weekend = 6-8 per day 50-75+ classes per studio each week

§  BHAG: GF weekly attendance at 3 to 5 years:

§  Potential annual profit increase:

§  12-month goal:



IMPLEMENT A GROUP FITNESS SCORECARD KEY ACTIONS 1.  Set goals for growth

–  Weekly Group Fitness attendance and Individual class targets for instructors 2.  Count numbers in every class 3.  Analyze the data: measure performance versus targets

–  Weekly Group Fitness attendance –  % facility visits delivered by Group Fitness –  Average attendance per class –  Individual class performance versus target: class ranking and/or cost per head –  Program performance (program rankings)

4.  Publish the results to your instructors 5.  Set a plan for growth

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SETTING CLASS TARGETS THE ART OF DEFINING NEW TARGETS AND THE 10 FACTORS TO CONSIDER: § Maximum capacity of the class (surface) § Quantity of equipment § Number of members § Past attendance §  Instructor § Program § Time of day § Day of the week § Season § Marketing actions


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TIP SET THE CLASS TARGETS WITH YOUR INSTRUCTORS TO GET THEIR COMMITMENT. §  Help them understand how you’ll work together to grow attendance §  Better buy-in §  They often give themselves tougher targets than you have chosen on your

own §  When doing it, use the following frame:

1.  Set the big picture 2.  Confirm what the average attendance has been over the last 3 to 6 months. 3.  Agree on a world-class target: the best potential of the class. 4.  Agree on the next quarter’s targets (short term) and actions we will take to grow the

numbers (training, marketing etc)

Make sure your individual class targets are aligned with your BHAG and overall club goals.


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TIP FRAME AND MANAGE TARGET SETTING DISCUSSION WITH INSTRUCTORS §  1. Set the big picture:

–  Our 3-year BHAG is… and our 12-month objectives are… –  Let’s define together what your contribution to them should be…

§  2. Confirm what the average attendance has been over the last 3 to 6 months. –  Your average attendance in the last 3 to 6 months has been…

§  3. Agree on a world-class target: the best potential of the class. –  If we provided you with the best programs, training plan, marketing, etc, –  how many people could you attract to your class over the next 3 years? –  What’s the ultimate potential of that class from your perspective?

§  4. Agree on the next quarter’s targets (short term) and actions we will take to grow the numbers (training, marketing etc –  Great. Now what do we think we should achieve in the next 3 months so we are on track?


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PUBLISH THE RESULTS TO INSTRUCTORS BENEFITS 1. Easy way to identify where you should focus your effort 2. Easy way to implement a reward/bonus system 3. People love recognition and seeing their names on ‘top’ lists



GF MANAGEMENT TRAINING: LEADING TO WIN: LEADING WITH NUMBERS AND UNLEASHING TEAM MOTIVATION

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GROWING GF SUCCESS AND NUMBERS: INSPIRE YOUR TEAM AND UNLEASH THEIR MOTIVATION AND PERFORMANCE. 1.  Implement a Scorecard…

2.  Learn what really motivates people to achieve numbers…



MAXIMIZE YOUR SCHEDULE Creating a Timetable that Drives Growth and Profitability

INDUSTRY BENCHMARKS WHAT IS FEASIBLE? % OF GYM VISITS DELIVERED BY GF

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50+% 40% 30%

GOLD BRONZE SILVER



THE FASTEST, SIMPLEST WAY TO INCREASE WEEKLY ATTENDANCE IS TO GIVE PEOPLE MORE OF WHAT THEY WANT

LET YOUR MEMBERS VOTE WITH THEIR FEET. GIVE MORE CLASSES TO YOUR MOST POPULAR PROGRAMS AND INSTRUCTORS, LESS TO THE LESS POPULAR

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GIVE MEMBERS MORE OF WHAT THEY WANT 3 TOP DRIVERS: PROGRAM, INSTRUCTOR ABILITY & CLASS TIME


BUCKETOLOGY OF GROUP EXERCISE

The research highlights that five categories drive three quarters of all weekly group exercise attendance. Offering at least one “best in category” format is critical to driving high weekly group exercise attendance .

“Many operators make the strategic mistake of either offering mediocre quality in the five key categories and or offering too many formats in the other category!”2

Source: AC Nielsen Research

GIVE MEMBERS MORE OF WHAT THEY WANT GET YOUR PROGRAM OFFER RIGHT- UNDERSTAND YOUR MEMBERS AND THEIR NEEDS

LES MILLS INTERNATIONAL © 2011 30

Source: AC Nielsen Research

GIVE MEMBERS MORE OF WHAT THEY WANT IDENTIFY YOUR NATURAL POSITIONING AND YOUR POTENTIAL CORE AND SPECIALTY PROGRAMS



1.  Give people more of what they want (5 actions) –  Get your program offer right - understand your members and their needs (need

scope model) –  Offer programs matching the ‘commercial’ formula –  Identify your top performing programs and offer them more frequently –  Offer the right program mix: –  70% Core, 20% Specialty, 0 -10% Service –  Identify top instructors and schedule them more often

GROW YOUR SCHEDULE’S PULLING POWER SCHEDULE DESIGN: 5 STRATEGIES TO DRIVE GROUP FITNESS GROWTH


2.  Simplify your offerings: –  8 to 12 great programs versus 45+ activities

3.  Think horizontally, not vertically. –  In each 2-hour time slot, offer: –  At least one opportunity per week to do a cardio, strength/toning, mind body/

stretching workout –  Your ‘core’ programs at least twice a week

4.  Give instructors class ownership –  Subject to a review of performance vs. targets

5.  Consider express classes (30, 45 mins)

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GROW YOUR SCHEDULE’S PULLING POWER SCHEDULE DESIGN: 5 STRATEGIES TO DRIVE GROUP FITNESS GROWTH

SIMPLIFY YOUR OFFERINGS ANALYZE AND ACTION PLAN YOUR CURRENT TIMETABLE

ANALYZE

§  How many different programs do you currently offer?

ACTION PLAN §  Condense class offerings

–  Group similar programs and streamline in-class experiences

–  Remove low-attended programs offered 1-2x/week


THINK HORIZONTALLY, NOT VERTICALLY KEY PRINCIPLES

Schedule:

§  Core programs at least twice weekly within a 2-hour timeframe

§  Cross-training variety within a 2- hour timeframe across the week



ONGOING SCHEDULE MANAGEMENT TO GROW NUMBERS FOCUS PRIMARILY ON RED-LIGHT CLASSES §  3 ACTIONS §  Identify underperforming classes – Red lights §  Pinpoint the cause(s) of underperformance

– Program – Instructor – Time slot/Schedule – Marketing – Politics

§  Set an action plan

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MANAGEMENT PINPOINT THE CAUSE OF UNDERPERFORMING TIME SLOTS

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5 POSSIBLE AREAS OF UNDERPERFORMANCE

POTENTIAL CAUSE OF THE PROBLEM

PROGRAM Poor quality, poor fit for club, wrong program for time-slot

INSTRUCTOR Poor instructing skill-set, instructor doesn’t fit essence of program; instructor doesn’t teach appropriately for audience (i.e. necessary options)

TIME-SLOT Tough time-slot to fill (warning: don’t jump to conclusions too soon!)

MARKETING Program isn’t being effectively marketing internally or externally

INTERNAL COMMUNICATION/POLITICS

Group of members or staff undermining program success or ‘boycotting’ classes


MANAGEMENT CREATE AN ACTION PLAN TO IMPROVE THE ISSUE

PROGRAM ACTION PLAN

– Improve content quality (free-style) – Cancel class – Replace with a pre-choreographed

program

– Replace by a program better fitting program (Needscope Model)

– Get right programs in the right time-slot and/or

– Condense the number of classes of this program

– Consolidate program variety


MANAGEMENT CREATE AN ACTION PLAN TO IMPROVE THE ISSUE [CONT’D]

INSTRUCTOR ACTION PLAN

– Review class: provide feedback and action plan

– Set a target and deadline for improvement

– Video assessment – Advanced training – Work with one of most popular

instructors – practice and team-teach

– Replace instructor



TIME-SLOT ACTION PLAN

– Are other classes in time-slot under performing? – Does program match target market attending

time-slot? – Schedule best program and instructor

combination – Offer ‘free’ classes (i.e. RPM™) – Communicate the benefits of non-crowded time-

slots – Prioritize orienting new participants / members

into time-slot (sales) – Be patient in building ‘tougher’ time- slots!



MARKETING ACTION PLAN

– Promote internally - new marketing materials, email campaigns, contests or re-launches

– Use flyers, posters, timetable inserts and website

– Promote externally - attract new participants

– Create ‘bring a friend’ promotion – Review current marketing efforts - are they

on-target?


WHAT ABOUT YOUR TIMETABLE? RATE YOUR CURRENT TT DESIGN ON A SCALE OF 1-5 ON ITS EFFECTIVENESS TO SELL YOUR GF PROGRAM

RATE WITH 1 BEING LOWEST, 5 BEING HIGHEST

§ Even our staff has trouble figuring it out J

§ Everything’s there, but it’s somewhat confusing or boring

§  It looks OK.

§  It’s organized and easy to read, but could use some improvement

§  It’s simple, inspiring, professional, members can read it and staff can

easily recommend classes


§ Insert a web sched


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Monday Tuesday Wednesday Thursday Friday | Saturday Sunday

06:00 AM

Studio Onewith Leisa

RPMwith Olly

RPMwith Philip

Studio Onewith Jade

Studio Onewith Will P

RPMwith Jess K

Studio Onewith Nats L

RPMwith Willie

Studio Onewith Kyla

RPMwith Willie

07:00 AM

Studio Onewith Kendra


09:15 AM

RPMwith Philip

Studio Onewith Vernon


RPMwith Nats L

RPMwith Frida

Studio Onewith Wayne

RPMwith Wayne

Studio Onewith Carla

RPMwith Jess K

Studio Onewith Olly

10:15 AM

Studio Onewith Susan F


Studio Onewith Mel


Studio Onewith June

12:15 PM

Studio Onewith Lisa


(30min)


Studio Onewith Mel


04:10 PM

Studio One Studio One Studio One

08:00 AM


RPM Extreme60mins

RPMwith Olly

Studio Onewith AJ

RPMwith Willie

09:00 AM

Studio Onewith Pita

Studio Onewith Jess P

10:00 AM

Studio Onewith Lisa

Studio Onewith Jess P

11:00 AM

Studio Onewith AJ

Studio Onewith Curtis

(30min)

03:00 PM


04:00 PM

BODYPUMP®Intro


04:15 PM

Auckland Takapuna Timetable Print this Page


MARKETING TOP 10 TIPS FOR A TIMETABLE THAT SELLS GROUP FITNESS BENCHMARK YOUR WEEKLY TIMETABLE AGAINST THE MARKETING CHECKLIST q  Does the layout inspire you to take a class - does it make you ‘hungry’ for GF?

q  Does it look professional (design/layout)? q  Available in color for new members and prospects q  Easy to determine what classes are available and when q  Classes happening at same time are aligned on same line q  Appropriate use of branded programming q  Logical layout top to bottom and left to right q  Days appear horizontal across the top q  Instructor names appear on classes q  Class descriptions are clear and appear on timetable



MAXIMIZE YOUR TIMETABLE


BUILDING UP A GREAT TEAM OF INSTRUCTORS IS THE BEST THING YOU CAN DO FOR YOUR BUSINESS

NO MATTER WHAT YOUR VISION, MISSION OR BHAG, YOU ARE GOING TO NEED GREAT PEOPLE TO GET YOU THERE

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A SINGLE GREAT INSTRUCTOR CAN BRING HUNDREDS OF MEMBERS AND $$ TO YOUR FACILITY


A TEAM OF GREAT INSTRUCTOR CAN BRING THOUSANDS OF MEMBERS AND $$ TO YOUR FACILITY !


BASED ON 2008 AND 2010 CVM GLOBAL RESEARCH:

RECRUITING GREAT INSTRUCTORS IS THE TOP CHALLENGE FACILITIES FACE IN GROWING GROUP FITNESS


CASTING IS EVERYTHING

INVEST TIME AND RESOURCES TO SEEK OUT THE INSTRUCTORS & TALENT FOR TOMORROW, WHO’VE THE POTENTIAL TO PACK THE ROOM

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INCENTIVIZE TOP PERFORMANCE AND RETAIN TOP-PERFORMING INSTRUCTORS. CREATE A SYSTEM THAT COMBINES FINANCIAL AND NON-FINANCIAL REWARDS. INCREASE THE COMMITMENT AND LOYALTY OF YOUR INSTRUCTORS.


ORGANIZE A GREAT TRAINING PROGRAM FOR YOUR TEAM


CONSTANTLY DEVELOP YOUR TEAM TOWARDS MASTERY BUILD UP THEIR SKILLS IN THE 5 KEY ELEMENTS OF TEACHING

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Training actions LES MILLS™ driven Club driven

Selection of candidates & preparation before Initial Module ✓

Instructor Initial Training– 2 days ✓

Clearance to teach at end of training – grading system ✓

Team-training before Launch ✓

Prepare instructors for certification and submit videos (8 weeks after initial training)

✓

Instructor International Certification ✓

Ongoing training - Quarterly Workshops/Continuing Education

✓

In-house Quality Control and Instructor Development ✓

Team-training before Quarterly Launch ✓

‘Advanced Instructor Module’ training – AIM Modules 1 & 2 ✓

Advanced and Elite Certifications ✓

LES MILLS’ TRAINING PROCESS ‘BUILDING ROCK STARS’ IN A SHORT TIME



DEVELOP THE BEST STUDIO YOU CAN AFFORD


CREATE A ‘WOW’ GROUP FITNESS SPACE

A GREAT GROUP FITNESS DESTINATION PULLS MEMBERS AND GUESTS INTO THE STUDIO








CREATE A WORLD-CLASS DESTINATION 5 TOP EXPERIENTIAL DESIGN PRIORITIES TO ENHANCE PARTICIPANTS’ EXPERIENCE 1.  Sound and microphone: The best you can afford – think concert; if

unbalanced, it makes a difference to attendee experience 2.  Stage: Design and position – big enough to fit 2 or 3 instructors.

Think theater and minimizing side views if possible. Use side screens and backdrop – project mood-enhancing images

3.  Lighting: Theatrical stage lighting to enhance dramatic impact 4.  Mirrors: Have none if possible or have them at the side – never behind

the stage, as they distract and detract from the experience 5.  Décor: Colors and branding can be very powerful to enhance mood – it

should feel like a strong, athletic, fun ‘zone’

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CREATE A GROUP FITNESS MARKETING PLAN


THE POWER OF MARKETING TO GROW NUMBERS WHICH ONE WOULD DO YOU BUY?

OR

OR Guts & Butts

Promote your partnership with Les Mills


YEARLY GROUP FITNESS MARKETING PLAN TO GROW MEMBERSHIP AND PROFIT TOP ACTIONS

1. Launching Program/s 2. Group X Re-launch Events 3. Ongoing promotion on the benefits of Group X

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GROUP FITNESS EVENTS THE FOUNDATION OF YOUR GROUP FITNESS MARKETING PLAN

EVENTS ARE ONE OF THE MOST EFFECTIVE WAYS TO RE-LAUNCH MEMBERS’ MOTIVATION, ATTENDANCE AND THEREFORE INCREASE RETENTION


GROUP FITNESS EVENTS QUARTERLY RE-LAUNCH EVENT

EVERY 3 MONTHS YOU REBUILD THE EXCITEMENT, CREATE MASSIVE SOCIAL ENERGY AND INCREASE SALES REVENUE. THE TWO MOST POWERFUL WORDS IN ADVERTISING ARE ‘FREE’ AND ‘NEW’.

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1.  Retention (attendance) of Current Members

2.  New Member Acquisition

Set measurable goals –  Number of members coming to the event

–  Number of new sales

–  Number of guests who must attend to achieve the target number of new members

For Example:

1.  All classes at 80 to 100% capacity

2.  5 - 10% club members attending the event

3.  20% of attendance per class being guests (as a minimum)

4.  35% to 60% conversion rate

PLAN: PHASE 1 DETERMINE YOUR LAUNCH/RE-LAUNCH GOAL(S)


Effective event management on any budget

• Re-launch on a shoestring

• Re-launch on a budget

• Re-launch to the MAX

PLAN: PHASE 1 DESIGN THE EVENT - FREE RE-LAUNCH GUIDE – WWW.LESMILLS.COM



THE SALES / EXPERIENCE CURVE

Experience

“When you host GF events, you are selling non-members an experience, not a membership – this makes selling so much easier”

Sales



EMAIL GUEST PASS

•  Priority 1: Members’ families and friends so they attend the event (retention goal)

•  Priority 2: ‘Bring a friend’/Referrals strategy (acquisition strategy)

•  Priority 3: Previous unconverted guests (acquisition strategy)

•  Priority 4: External (acquisition strategy)

PLAN PHASE 2 WHO DO YOU PROMOTE THE EVENT TO?


PLAN: PHASE 2 TOP ECLUB TOOLS TO PLAN A GREAT LAUNCH/RE-LAUNCH EVENT


BEST-PRACTICE USE: Member focused •  4 weeks out from event •  2 weeks our from event •  7 days out from event •  24 hours out from event

Guest focused •  2 to 3 weeks out from event •  7 days out from event •  2 days out from event

PLAN: PHASE 2 EMAIL FLIERS


2 WEEKS PRIOR TO LAUNCH/RE-LAUNCH Best-Practice Use: •  Hang 1 banner in lobby/common area •  Hang 2nd banner in GF studio

PLAN: PHASE 2 BANNERS


2 WEEKS PRIOR TO LAUNCH/RE-LAUNCH

Best-Practice Use:

•  Display in common areas

•  Display near membership/ sales area

•  Display in and near GF studios

•  Refresh regularly using new campaigns available on eClub

PLAN: PHASE 2 POSTERS


BEST-PRACTICE USE:

• Give to prospects along with guest pass

• Membership sales team provides to guests registering for event

•  Have available at reception or near studio for any current members who haven’t tried a class

PLAN: PHASE 2 “GETTING STARTED” BROCHURES


BEST-PRACTICE USE: •  Instructors, members, staff:

start distributing to friends, networks, prospective members 2 to 3 weeks pre-event

•  Send as an event invitation to non-converted guests and prospects from the past 3 months

• Offer a contest or reward for members and staff who have passes returned

PLAN: PHASE 2 FREE CLASS PASS


•  Club website

•  Event page on club website

•  Email campaign

•  Facebook

•  Twitter

•  Club Blog

•  YouTube videos

PLAN: PHASE 2 PLAN TO USE DIGITAL MARKETING AND SOCIAL MEDIA Excite Members, Drive Event Awareness and Word-of-mouth Traffic


•  97% of consumers use online media to shop locally •  70% of consumers trust info other people post •  60% of Facebook fans and 79% of Twitter followers are more likely to

RECOMMEND brands they fan or follow •  51% of Facebook fans and 67% of Twitter followers are more likely to

BUY brands they fan or follow “While social media is not the silver bullet some pundits claim it to be, it is an extremely important and relatively low-cost touch point that has

direct impact on sales and positive word of mouth”

Josh Mendelson (VP Chadwick Martin Bailey)

PLAN: PHASE 2 WHY SOCIAL MEDIA GROWS THE IMPACT OF YOUR MARKETING EFFORTS

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Update your club website

•  Video, pictures, frequently updated content (such as blogs, testimonials) help your site land near the top of a ‘Google’ search when people are looking for events and clubs to visit

•  Constantly refer consumers back to your website for more info about the event so you can capture their information and invite them to attend – and follow up for future events!

•  Make it a hub of social activity by offering your links to Facebook, Twitter, YouTube

•  Post pictures of past events, have an event page and invite comments from viewers

•  Create a video about your upcoming event

PLAN: PHASE 2 TIPS FOR USING DIGITAL MARKETING TO GET PEOPLE TALKING ABOUT LAUNCH/RE-LAUNCH BEFORE, DURING AND AFTER EVENT


1.  Use club Facebook page to create an event page for your launch/re-launch and invite all your fans to attend. Have club staff link to the event page and ‘attend’.

2.  Tweet about your event: 140 characters, several times a week to get started – then daily if you can.

3.  Video quick testimonials, invitations and promotions and upload to YouTube. Add links to and from YouTube with you website, Facebook and Twitter accounts.

4.  Write a club Blog about the event – before, during and after.

Make sure every social media outlet points people back to your club’s website/blog for more info so you can invite people to this event – and to future ones!

PLAN: PHASE 2 TIPS FOR USING DIGITAL MARKETING [CONT’D]


•  Facebook: Daily if possible; minimum of 3x per week

•  Twitter: As frequently as you want – with strong content

•  YouTube: As often as you can with solid content

•  Blogging: Minimum of 1x per week – more if possible

PLAN: PHASE 2 FREQUENCY AND MESSAGE

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LES MILLS INTERNATIONAL © 2011 www.facebook.com/lesmillswc | @Renatasays #8KeysWA

PREPARE 2 - 4 WEEKS BEFORE LAUNCH/RE-LAUNCH

PREPARE THE TEAM


PREPARE

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GET YOUR INSTRUCTORS READY FOR QUARTERLY RE-LAUNCHES

STEP 1�– Ensure all instructors attend a LES MILLS™ Quarterly event or watch the DVD (including the Education sessions) and read the choreography notes (all the teaching tips are on the right-hand page). Give them 1 or 2 weeks to learn the choreography.

STEP 2TEAM PRACTICE 1

�– With Group Fitness Manager or Head Teacher - 2 hours

�– Discuss the key focus and features of this release, the new exercises and what to bring alive with members to ensure they get the most out of it. Again, ensure you use the Track Focus and Tips you find in the choreography notes.

�– Discuss the Education sessions on the DVD and how they should influence teaching.

�– Physically go through the release together in front of the mirror. Each instructor should lead others for a few tracks. Here, the objective is not to teach it really well, just to go through it together, focusing on choreography, technique and basic coaching. The instructor ‘teaching’ should also introduce the Track Focus and explain how they think we should teach the track to achieve the best.

STEP 3INSTRUCTORS PRACTISE TOGETHER

�– Ideally, instructors should practise together once or twice between the Team Practice 1 and the Dress Rehearsal, without the Group Fitness Managers.

�– During these sessions, an hour long max, they should focus on their visual impact – do they move the same way, is the timing right, use of stage, finales etc.

�– It will ensure they look great team-teaching on stage together.

STEP 4 DRESS REHEARSAL (WITH GROUP FITNESS MANAGER OR HEAD TEACHER) - 90 MINUTES

�– Instructors teach the tracks they will present at the event and they need to do it well!

�– If possible, ask some members of the staff to come and follow the class. It will help instructors to be much more effective on the day of the real launch.

�– Discuss the quality of teaching all together and define what needs to improve before the launch.

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Drill 1 - Features and benefits

Break down your staff in group of 3 (ideally you want a mix of instructors and sales/front desk team in each group)

Allocate each group 3 caracteristiques for each program you are launching

(For example with BODYPUMP™: weight training to music, pre-choreographed program, 55 mins full body workout, hot sounds etc)

Give them 5 minutes to find 3 participant based benefits for each of the characteristics

Ask each group to present and feedback/input if necessary

Drill 2 - Scenarios

Break down your staff in 3 groups and give each group one of the below profiles:

*40-year-old woman who hasn’t exercised properly for some years and is lacking in confidence but wants to lose weight and get back in better shape.

*30-year-old guy, with a highly driven personality, is very busy with work but looking for ways of maintaining fitness and shape without spending too much time doing it.

*25-year-old woman, exercising already, who is looking for fun and energetic ways of exercising during the week.

Ask each group to discuss and prepare the way they would present and ‘sell’ the program to that specific prospect or member. They must choose carefully the features and benefits they would use with that specific person.

Make each group role play with one person from an other group playing the role of the customer

Feedback and repeat for each program(s) you are about to launch.

Drill 3 - Overcoming objections

Ask to all of them individually the top 5 objections they believe people might have before to attend the class (why they wouldn’t want to go initially) and the top 5 objections to do it again post class

Ask all of them the list of their objections and select the top 5 in both categories across your team

Break down people in pairs and allocate few objections to each group

Ask each of them to work on how they would overcome it and manage to either motivate the person to go and try the class, either they would manage to motivate the person to do it again

Debrief answers

YOUR STAFF IS YOUR BEST PROMOTION TOOL!ALL STAFF 2-HOUR PRODUCT TEAM TRAININGBoosting your attendance and membership sales partly depends of your team’s ability to ‘sell’ your program(s) to your members and prospects. Make sure you give them the skills to do it well! Run a dynamic and interactive team training session by using the following agenda.

STEP 1 - Introduce your goals behind the program(s) implementation and behind the launch event.

STEP 2 - Instructors teach the new program(s) so the rest of the staff can experience it for real, as participants and as beginners.

STEP 3 - Product knowledge. Give each staff member a copy of the program(s) Getting Started Brochure (s), a copy of the product knowledge page you have at the end of your Club Performance manual and a copy of the GF Benefits board you can find on eclub. Then organize 3 drills.

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PROMOTE UP TO 2 WEEKS BEFORE LAUNCH/RE-LAUNCH

BUILD UP EXCITEMENT AND ATTENDANCE


•  Hang event banners

•  Display posters

•  Pass out & offer brochures

•  Hand out guest passes

•  Offer event flier

•  Post-event timetable

•  Send emails

•  Update social media

•  Countdown to launch/re-launch board

•  Internal event promotion board

•  On-hold message at club

•  Advertise membership specials

•  Intercom announcements

•  Post LES MILLSTM marketing collateral

•  New group exercise schedule

PROMOTE CHANGE THE LOOK OF THE CLUB OVERNIGHT


•  In-Class event announcements from instructors

•  Regular announcements at the front desk

•  Organize pre-booking forms at front desk for members and guests (Webinar 2)

•  Drive HUGE excitement and attendance

•  Gives sales team the ability to confirm, pre-qualify guests and book for sales appointment (Webinar 2)

PROMOTE IN-CLASS ANNOUNCEMENTS AND PRE-BOOKING LIST


APPROACH TO PRE EVENT BOOKINGS

1.  Class registrations/bookings must commence at least 2 weeks before the event.

2.  Minimum 20 to 30% of class capacity* should be retained for member guests and walk-ins on the day.

3.  If you are short on space, limit members to 1 class per day and use waiting lists to manage cancellations.

4.  If booked spaces are not filled at the beginning of the classes, then anyone on the waiting list could join in.

5.  Use class registration forms 6.  Enter into Excel spreadsheet 7.  30% of capacity should be filled 7 days per event 8.  60 to 70% of capacity 3 days out

* Class capacity either based on equipment or Fire Code

BEST PRACTICE



PLAN FOR SUCCESS


PLAN FOR YOUR GROUP FITNESS SUCCESS TOP ACTIONS § Create a budget to cost, prioritize and

document your plan to achieve your GF BHAG

§ Give ownership of it to your Group Fitness Leader

§ Report on performance against targets to both management and your team, monthly and quarterly

§ Work with your team to win the next plays


APPOINT OR BE A WORLD CLASS GROUP FITNESS LEADER


A GREAT GROUP FITNESS MANAGER CAN CHANGE THE FUTURE OF YOUR FACILITY § A single great instructor can bring in hundreds of members over time - a great

Group Fitness Manager will build a team that will bring thousands. § Recruit a Group Fitness manager with the passion, experience and drive to

build ENTHUSIASM and SUCCESS at your club

THE GROUP FITNESS MANAGER IS A STRATEGIC HIRE

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LES MILLS GROUP FITNESS MANAGER ‘UNIVERSITY’ §  Les Mills offers a wide range of Group Fitness business and management

courses /in-service trainings: – Live in-house seminars and workshops (for owners, GF managers and head

instructors) – Online tutorials – Self-paced learning video modules /refreshers

§  Topics include: – Instructor Recruitment – finding, developing and keeping great instructors – Growing Club Membership and Profit, through Group Fitness – Selling Memberships with GF Events – Staging WOW GF Events at your Club – Instructor Development – In-house Quality Control and Feedback – Maximizing your GF Timetable for Profitability and Growth – 8 Key Elements of GF Management (for Club Managers/Owners, and for GFDs) – Implementing a Successful GF Scorecard – Leading to Win - Scorecard and Leadership


GROUP FITNESS MANAGER EDUCATION/UPSKILLING


LES MILLS CLUB BUSINESS SUPPORT §  Les Mills West Coast’s Club Performance and Training Departments offer a

variety of additional support functions for GF Managers and Club Owners/Managers:

– Event, Sales Training (for Service/Membership Dept Heads) – New Member Onboarding for Optimal Club Revenue and Retention – Instructor Upskilling / technique refreshers (for instructors) – Instructor Recruitment Seminars/Auditions – Customized timetable/category analysis – Business development – GF acquisition and retention tools and techniques – Clubcount - software tools/support for managing your GF business and reporting – Marketing and Promotional resources – Online/web assets – GF Case Studies / Global Best Practice


