the future of fitness - small group training
DESCRIPTION
Cliff Note Presentation on the Hottest Trend in Fitness - Small Group Team Training. Case Study of Les Mills GRIT SERIESTRANSCRIPT
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LES MILLS INTERNATIONAL © 2012 1
GROWING MEMBERSHIP AND PROFIT SMALL GROUP TRAINING OPPORTUNITY
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LES MILLS INTERNATIONAL © 2012
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WHAT DO PEOPLE WANT? WHY DO THEY JOIN A FITNESS FACILITY?
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LES MILLS INTERNATIONAL © 2012 3
THE FUTURE OF FITNESS 1. EXERTAINMENT 2. COMMUNITY/BUILDING BONDS 3. HEALTH/RESULTS
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LES MILLS INTERNATIONAL © 2012 4
RESULTS & MOTIVATION
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LES MILLS INTERNATIONAL © 2012
V 5
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LES MILLS INTERNATIONAL © 2012 6
MAKE EXERCISE
SOCIAL
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LES MILLS INTERNATIONAL © 2012
EXERTAINMENT RESULTS
SOCIAL
SGT
SMALL GROUP TRAINING SWEETSPOT
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LES MILLS INTERNATIONAL © 2012
TRENDS: STUDIOS ARE DRAWING CONSUMERS
GYM SGT STUDIO
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LES MILLS INTERNATIONAL © 2012
CASE STUDY:
• 90,000 sq ' full service facility • Over 12,000 members
• The Les Mills GRIT™ Series as SGT • 8 week Challenge • Market the program • Offer value
• Sell 40 packages at $199 each
THE FINAL SCORE • 64 packages sold • $12,700 Gross • 39 packages new to PT
VITAL STATS
THE GAME PLAN
THE GOAL
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LES MILLS INTERNATIONAL © 2012
SGT POSITIONING: CENTRIC
PERSONAL TRAINING SMALL GROUP TRAINING GROUP EXERCISE
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LES MILLS INTERNATIONAL © 2012
ENGAGEMENT:
MEMBER
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LES MILLS INTERNATIONAL © 2012
UNASSISTED WORKOUTS
SMALL GROUP TRAINING
PERSONAL TRAINING
MEMBER PROGESSION:
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LES MILLS INTERNATIONAL © 2012
REVENUE STREAMS:
UNASSISTED EXERCISE
PERSONAL TRAINING
SMALL GROUP
TRAINING
GROUP EXERCISE
PT REVENUE STREAM
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LES MILLS INTERNATIONAL © 2012
PT POTENTIAL:
• Great opQon for new trainers and those looking for exposure
• Personal Trainers make more money
• Would you rather train 1 on 1 for $60 per session or train 6 clients paying $20 per session?
REVS UP PT EARNING POTENTIAL
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SUMMARY
FILL THE TEAM VOID INCREASE ENGAGEMENT
ACCESSIBLE PT MORE MONEY
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LES MILLS INTERNATIONAL © 2012 16
7 KEYS TO SUCCESS
SMALL GROUP TRAINING:
HOW
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LES MILLS INTERNATIONAL © 2012 17
GREAT PROGRAMMING
SMALL GROUP TRAINING
7 KEYS TO SUCCESS
#1 • CLEAR AND MARKETABLE TRAINING OBJECTIVES
• NO GUESS WORK • LESS TRAINER
DEPENDENT
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LES MILLS INTERNATIONAL © 2012 18
TRENDS MATTER
SMALL GROUP TRAINING
7 KEYS TO SUCCESS
#2
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LES MILLS INTERNATIONAL © 2012 19
TRENDS MATTER
TOP TRENDS #2
GROUP PERSONAL TRAINING CERTIFIED PROFESSIONALS
STRENGTH TRAINING BODYWEIGHT TRAINING
CHILDREN AND OBESITY WEIGHT LOSS
EXERCISE FOR OLDER ADULTS PERSONAL TRAINING FUNCTIONAL FITNESS
CORE TRAINING
Thompson, W. Health & Fitness Journal, Oct. 29, 2012.
News release, American College of Sports Medicine
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LES MILLS INTERNATIONAL © 2012 20
NAIL THE BUSINESS MODEL
#3
1. DROP IN RATE: $10-‐25 per workout 2. BULK SESSIONS: Discount 15-‐25% 3. PREMIUM MEMBER: Limited or unlimited 4. PROGRAM BLOCK: 1 price based on 2-‐3
workouts per week
• GET THE RIGHT TRAINING RATE
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LES MILLS INTERNATIONAL © 2012 21
NAIL THE BUSINESS MODEL
SMALL GROUP TRAINING
7 KEYS TO SUCCESS
#3
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LES MILLS INTERNATIONAL © 2012 22
NAIL THE BUSINESS MODEL
SMALL GROUP TRAINING
7 KEYS TO SUCCESS
#3
1. Flat Rate (eg $20-‐$40 per 30 min session) 2. Commission: 30-‐40% for small group 3. Per Head (eg $10 base + $2-‐$4 per head)
• GET THE RIGHT TRAINING RATE • GET THE RIGHT PAY RATE
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LES MILLS INTERNATIONAL © 2012 23
NAIL THE BUSINESS MODEL
#3
1. GROSS REVENUE: Annual, monthly 2. TRAINING RATE – SESSIONS/WEEK 3. CLIENTS, PACKAGES, or MEMBERSHIPS/MONTH 4. DEMOS and/or APPOINTMENTS
• SET A GOAL
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LES MILLS INTERNATIONAL © 2012 24
NAIL THE BUSINESS MODEL
#3
THE RESULTS • Gross: $6000 per month • Net: $4800 per month
THE MODEL • Premium = $15 • Bulk discount = $12 • Two 30 min sessions/week • 12 workouts, 10 per
workout • Trainer pay = $10 base +
$2 per head
EXAMPLE ONE:
THE GOAL • 60 clients
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LES MILLS INTERNATIONAL © 2012 25
NAIL THE BUSINESS MODEL
#3
THE RESULTS • Gross: $7000 per
bootcamp • Net: $5800 per
bootcamp
THE MODEL • 6 week bootcamp • Package = $120 • Unlimited sessions • 12 x 30 min workouts per
week • Flat Trainer pay = $20
OPTION TWO:
THE GOAL • Sell 60 packages (10
per workout 2 x per week)
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LES MILLS INTERNATIONAL © 2012 26
GET EVERYONE ON BOARD
SMALL GROUP TRAINING
7 KEYS TO SUCCESS
#4
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LES MILLS INTERNATIONAL © 2012 27
GET EVERYONE ON BOARD
#4 • EQUIP ALL STAFF WITH INFO • BRIDGES GAPS BETWEEN
DEPARTMENTS • CREATES COMMUNITY
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LES MILLS INTERNATIONAL © 2012 28
RECRUIT AND TRAIN THE RIGHT PEOPLE
#5
QUALIFICATION PERSONALITY LEADERSHIP
BUY-IN
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LES MILLS INTERNATIONAL © 2012 29
GET THE WORD OUT
#6 • VISIBLE MARKETING TOOLS • EMAIL AND SOCIAL MEDIA
• DEMO WORKOUTS • OFFER DEALS AND
INCENTIVES
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GET THE WORD OUT
SMALL GROUP TRAINING
7 KEYS TO SUCCESS
#6
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LES MILLS INTERNATIONAL © 2012 31
DIFFERENTIATE FROM GROUP EXERCISE
SMALL GROUP TRAINING
7 KEYS TO SUCCESS
#7
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DIFFERENTIATE FROM GROUP EXERCISE
#7
• LIMIT NUMBERS 3 - 9 • TRAIN OUTSIDE THE GROUP EX STUDIO • RECRUIT AND TRAIN PERSONAL TRAINERS
• OFFER FITNESS EVALUATION, NUTRITION AND TEAM BUILDING
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KEY TO SUCCESS YOUR ACTION GREAT PROGRAMMING Aim for a range of relevant programs that are
motivating
TRENDS MATTER Be on top of lasting trend. Avoid fads. Re-engage members
NAIL THE BUSINESS MODEL Set a clear goal and choose a model that supports. Try business support
GET EVERYONE ON BOARD In-depth Program knowledge. Educate staff on benefits
RECRUIT AND TRAIN THE RIGHT PEOPLE
Qualified professionals Find new talent and support growth
GET THE WORD OUT Create or contract awesome marketing material. Use all avenues to promote
DIFFERENTIATE FROM GROUP FITNESS
Have a solid implementation plan in place
#1 #2 #3 #4 #5 #6 #7
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LES MILLS INTERNATIONAL © 2012
HOTTEST SGT TREND:
EQUIPMENT BASED
SKILLS BASED
RESULTS BASED
• HIGH INTENSITY INTERVAL TRAINING • BOOTCAMPS • STRENGTH TRAINING • WEIGHT LOSS • CORE TRAINING • FUNCTIONAL TRAINING • CROSS TRAINING • MARTIAL ARTS
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SMALL GROUP TRAINING: WHAT
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WHAT IS HIIT?
• DELIVERS FASTER RESULTS WITH SHORTER WORKOUTS • SUPPORTS LEAN MUSCLE AND FAT LOSS THROUGH
HIGHER HGH PRODUCTION
• IMPROVES AEROBIC CAPACITY • SIGNIFICANTLY INCREASES
METABOLISM
• BURNS MORE FAT
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HIIT RESEARCH
WHAT IS THE DIFFERENCE WHEN YOU SUBSTITUTE SUBMAXIMAL CARDIO
FOR HIIT?
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Group 2 GRIT
DIFF
Group 1 No GRIT
3.1%
14.5%
-11.4%
TRIGLYCERIDE DECREASE
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Group 2 GRIT
DIFF
Group 1 No GRIT
OXYGEN CONSUMPTION INCREASE
1.7%
6.4%
+4.7%
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Group 2 GRIT
DIFF
Group 1 No GRIT
TOTAL BODY FAT DECREASE
0.8%
2.1%
-1.3%
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Group 2 GRIT
DIFF
Group 1 No GRIT
BACK STRENGTH INCREASE
8.4%
21.9%
+13.5%
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We conducted a six week intervenQon to find out if LES MILLS GRIT™SERIES can improve the health and happiness of already fit adults
GROUP 2 - GRIT
• 2 x 30 minute LES MILLS GRIT™SERIES
• 2 x 60 minute cardio* • 2 x 60 minute BODYPUMP™
GROUP 1 – NO GRIT
• No LES MILLS GRIT™SERIES • 3 x 60 minute cardio* • 2 x 60 minute BODYPUMP™
*Cardio could be a combinaQon of Les Mills’ BODYATTACK™, BODYCOMBAT™, RPM™ or BODYSTEP™
THE FACTS: PENN STATE RESEARCH
Two groups of 42 fit adults worked out five hours each week.
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A BIG OPPORTUNITY
RESULTS AND MOTIVATION
WHY? • Improve
member bonds • Improve access
to PT • Everybody wins
HOW? • Programming • Recruit/Train • Everyone on board • DifferenQate • Promote • Trends • Nail business model
WHAT? • What’s
trending? • HIIT is hot
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CONTACT YOUR LES MILLS AGENCY FOR MORE INFROMATION ON MAKING SMALL GROUP TRAINING WORK FOR YOU