7 steps to build a future-ready Instructor team

Attracting and retaining Instructors is a key challenge for many operators and with fitness engagement at an all-time high, it’s more important than ever. With a growing appetite for fitness, clubs have an opportunity to build dynamic teams that not only meet member needs but also foster deeper engagement and long-term loyalty.

Strengthening teams has never been more timely, as there is huge potential to attract new talent. Today’s changing job market and the idea of the ‘forever job’ fading, means more people are seeking second jobs. As a result, the side hustle mindset is gaining traction. Interestingly, it’s the fitness industry leading the way. Fitness is the fastest-growing category for people looking for secondary income, with searches for fitness coaches rising by 108% and fitness Instructor roles, including Pilates and yoga, increasing by 67%. Further, 49% of those surveyed hoped to turn their side hustle into a full-time business. This chimes with research into what’s driving the next generation of Instructors prospects, which found that 32% of respondents want to turn their hobby into a profession.

So how can your club tap into the opportunity and build a future-ready team? Tine Boles, Group Training Development Manager at West Wood Clubs, shares her top tips on how to get started.

1. Keep recruitment always-on

“Building a great team can feel like a hamster wheel. You go through phases where you'll have an absolutely solid team, like a great football team. All it takes is for one or two of those key players to drop off and then, suddenly, they all fall apart! We know this can sometimes happen, which is why we’ve found it pays to take an ‘always-on’ approach to recruitment.”

2. Make becoming an Instructor irresistible

“At West Wood Club we’re aware of the importance of putting additional support in place for our Instructors. If they're training, that's paid for by West Wood club. They also get paid for the time that they put into their training. This means if they attend a live or online training, they are paid. We do it because we appreciate their time. We’ll also pay for their release kits – it’s one of the reasons we are able to run such incredible launches – because everyone is fully invested.”

“A key part of what’s attracting someone to become an Instructor is the environment. A drab studio with bad sound and no mics won’t inspire Instructors or members. We’re very intentional about creating inspirational studio spaces with great sound, microphones and lighting. When you look at your studio, ask yourself if it’s fit for social media? If you can showcase an irresistible environment, you’re helping prospects see themselves there.”

“We offer our Instructors a lot, but we also set clear expectations, so there's always a trade-off. When we invest in somebody, we're expecting really good levels of engagement and outcomes from our investment.”

3. Build a culture of confidence

“I can't promote team teaching enough, especially if you have a really experienced Instructor and then a brand new person on your rota. When this is the case, you cannot expect that the level will instantly be the same. But the class experience for a member has to be the same,  whether their Instructor has been teaching for years, they're new to instructing and a natural, or they’re finding their feet as a new Instructor. Some people are natural performers, and that’s great, but not everyone can deliver all the elements as quickly. That’s why I place so much importance on bringing new and experienced Instructors together. They need to team teach to build their confidence and competency. It means that when they finally get to that point where you give them a prime-time slot, it won’t be intimidating for them.”

4. Assign program champions

“A lot of people that come into this industry are introverts. They love fitness, but the performance element is new for them. As an Instructor they need to stand up in front of people and perform, because group training is entertainment as well as working out. So it's important for them to have a support network. At each West Wood club, we have program champions. We categorize our classes around strength, cardio, mind-body and cycle, and we have champions in each area who can lean in and offer their expertise. Our group fitness managers, gym managers or operations managers can't do it all and that’s why we need these specialists. The champions are a key part of helping our managers develop and retain a winning team.”

5. Make recruitment social

“We hire new Instructors via social media, targeting our online following who also train in-club. Advertising on social media has the benefit of increased visibility to our target audience, as traditional recruitment platforms offer fewer returns with this demographic. In addition, we have accredited fitness providers that follow us on socials, which allows them to push the opportunities out to their networks, too.”

“Our Instructors generally also do personal training and some gym floor work. This is intentional because we want the recognition factor. If a member sees somebody on the gym floor, they’ll feel more comfortable going into their classes. Coming into a studio can be quite intimidating, but it’s reduced when members know and trust the Instructor because they’ve had positive interactions at various touchpoints in the club.”

6. Bake music into recruitment

“As part of the recruitment process, we audition candidates in a group, asking them to prepare a 5-minute class with music to teach to each other. It could be circuits, cycle or any fitness modality they’re comfortable showcasing their group training skills. We also arrange for one of our own Instructors to teach a BODYPUMP track and sometimes a BODYATTACK track. This gives insight into who can move on the beat.

Not being so good at moving on the beat isn’t a deal breaker. If someone shows promise, it just helps us identify who may need additional support in that area. In these cases, we normally start them on Les Mills programs like STRENGTH DEVELOPMENT, CEREMONY or SPRINT where movement on the beat isn’t the main driver. We also pair our new Instructors with a program champ or mentor, to help them prepare for training as well as support them after they complete it.”

7. Manage your talent

“West Wood Club is fast-paced, and at times demanding. So we prioritize giving Instructors enjoyment and a supportive community.”

“Building an Instructor community takes work. It requires nurturing with monthly team meetings, team teaches, regular upskills and offering opportunities for growth, such as becoming program champs or mentors. We also support them in delivering upskills for their team mates as well as seminars/workshops for our members.”

“We haven’t perfected it yet, it’s always a work in progress. It requires gym managers and studio coordinators to be continuously upskilled in how to create winning teams. We work with such a variety of personalities we need to have the skills to manage them as individuals and bring them together as a team.”

Tine’s top three Instructor must-haves:

1. Courage: It takes guts to lead from the front.

2. Team player: Able to motivate, uplift and connect with team mates and participants.

3. A bit of spice: The best ones are not always straightforward to manage, but they bring a unique dimension to their teaching

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