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Fitness has never been bigger. These days 61% of people who exercise regularly are doing gym-type activities. But it’s still a challenging business for clubs, because it has become increasingly hard to keep your members loyal. The powerful motivation that comes from leading-edge group workouts could be the solution you’re looking for.
Retention remains the club industry’s biggest problem. Typical fitness facilities lose 50% of their memberships a year. Gaining and retaining memberships is harder than ever.
There are other challenges too. More budget clubs, more boutique studios, more out-of-club options thanks to fitness technology. A large millennial and Gen Z audience chasing new fitness experiences that traditional clubs aren’t providing.
In this environment, a focus on retention as well as acquisition is crucial to grow your business. By helping your members fall in love with fitness and your club, you’ll be able to tackle the challenges and make your business more resilient. So where do you begin?
Results are at the heart of retention. The key to getting results is building and sustaining an exercise habit. This is hard work for members to achieve on their own. But as part of a group, with the club helping them along, people are far more likely to succeed in making fitness a part of their lifestyle.
The more of your members that work out with a group, the better. Group exercise attendees visit their club on average 2.7 times a week, compared to the IHRSA average of regular gym visitors who come on average two times a week. This means they build far stronger connections to the club and they are statistically more likely to continue their membership longer.
LES MILLS creates the world's leading group workouts for clubs from BODYPUMP - the world's most popular strength workout - to cutting edge immersive cycle experience THE TRIP.
The music, the moves and the motivation in LES MILLS™ group workouts get your members hooked on fitness. And when they love the workouts, they fall in love with your club, recommend it to friends and keep coming back for more.
But a partnership with LES MILLS doesn’t stop at the workouts. With our support, you’ll have access to all the tools and resources you need to maximize every membership at your club and build a stronger business using group fitness as a powerful tool.
“Each club has access to education around the program so that instructors can easily discuss the benefits with members. The clubs get marketing and Club Coach support, as well as in house training, to help make the program successful.”
- Elaine Denton, Group Health and Fitness Support Manager at David Lloyd
Interested in LES MILLS group fitness for your club?