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AND HOW TO FIX IT
Group exercise classes can be the beating heart of any successful gym or fitness club. They bring energy, community, and a consistent source of member engagement. Yet, so many clubs are missing out on this potential goldmine simply because they're not giving their group exercise programming the attention it deserves. Let’s break down the key reasons why you're failing at group exercise programming and, more importantly, how to turn things around.
MY JOURNEY IN GROUP EXERCISE
A few years back, I worked for the leading supplier of group exercise to the world. As an Account Manager, I had the chance to travel across the country, visiting clubs of all shapes and sizes. This unique experience gave me a keen understanding of how group exercise could make or break a club. Despite Australia’s group exercise scene generally performing well, I noticed a common thread among clubs that struggled: they weren’t tracking their success.
THE POWER OF MEASUREMENT
Management thinker Peter Drucker famously said, “You can’t manage what you can’t measure.” This insight holds true for group exercise programming. If you don’t know whether your classes are hitting the mark, how can you improve?
Many clubs track attendance, but then those figures disappear into a binder or a spreadsheet, never to be seen again. This is a missed opportunity. Attendance tracking is not just a bureaucratic exercise—it’s a crucial tool that can provide insights into what’s working and what’s not.
WHY AREN'T YOU MEASURING?
There are a few reasons why clubs fail to track and leverage their group exercise data:
1. Lack of Skills: Group exercise Managers often focus on updating timetables, finding class covers, and processing payroll. They might not have the skills or training to understand the broader business implications of their role.
2. Poor Leadership: Sometimes, the club owners or general managers don’t appreciate the power of group exercise and thus fail to delegate appropriate responsibilities to Group exercise Managers.
3. Shortsightedness: Clubs often see group exercise as an expense rather than an investment. This mindset leads to minimal resources allocated to group exercise, resulting in poor outcomes.
HOW PROPER MEASUREMENT HELPS
When you start measuring and analyzing your group exercise data, you can:
- Identify Trends: Which classes are most popular? What times of day draw the most attendance? With this information, you can tailor your schedule to meet demand.
- Make Informed Decisions: Knowing your data allows you to make business decisions based on facts, not just gut feelings.
- Enhance Member Experience: If you know what your members want, you can deliver it. This leads to increased member satisfaction and retention.
THE VALUE OF GROUP EXERCISE
Consider this: 60-70% of your members either attend group exercise classes or would attend if the right program, instructor, time, and day were available. If you're not giving your group exercise arena as much attention as your membership sales, you're missing out on a massive opportunity.
INVESTING IN GROUP EXERCISE
One of the most common mistakes clubs make is undervaluing their Group Exercise Managers (GXM). If you’re only employing a Group Exercise Manager for 5-10 hours a week, you’re not investing enough in this critical area. It's shocking when you consider how much is spent on outreach, referrals, and sales campaigns. Why not invest in the resource that can actually keep your members coming back?
GIVE GROUP EXERCISE THE ATTENTION IT DESERVES
Group exercise has the potential to serve a large portion of your membership base. It's not just a box to tick on your gym's schedule; it's a key driver of engagement, community, and retention. By giving it the attention it deserves, you will not only improve your group exercise programming but also increase your club's overall success.
THE BOTTOM LINE
You’re failing at group exercise programming because you’re not paying enough attention to it. Start tracking, analyzing, and making informed decisions. Invest in a strong Group Exercise Manager, give them the resources they need, and watch your club thrive. By focusing on group exercise, you can turn what might seem like an expense into a powerhouse for growth and member satisfaction.