It’s Not All About the Experience

I love the barber I found last year. Henry is personable and talented. His cuts involve clippers, multiple scissors, a straight razor, and hot towels. He remembers my name and my haircut, but we don’t chit-chat. I sit down, and he gets to work. The shop is nothing fancy, but it’s nice – a couple of TVs, music, and comfortable chairs. Unlike the last place I frequented, there’s no cool artwork, no fancy light fixtures, no shiplap on the walls, and no complimentary coffee. So why did I choose a place that is “less” about the experience? Well, it turns out, the “experience” is more than the environment; it’s the environment plus the expertise, the expenditure, and the end result.

Like Henry, we are all in the service business, and the way members interact with and engage our services will make the difference between a longtime loyal member and a quick cancellation. So, let’s stop short-cutting to “experience” and take a look at the three things that really shape people’s time in your facility and, importantly, in group fitness.

Is Your Group Fitness Room Due for an Upgrade?

Old equipment, muffled microphones, sketchy speakers – they all send a message to your members and your team. You don’t need to take on an expensive remodel (although that is great). Small changes and improvements prove to people that their group fitness experience is important. And, as the biggest driver of member loyalty and retention, we recommend group fitness be at the top of your priority list.

If you are looking for where to start, download our white paper on group fitness room design and commit to making two or three upgrades or improvements this year (we offer a list of 10 items to review). Maybe this is the year you tear down the aerobics-inspired mirrors in the front, build a small stage for better visibility and coaching, or add some dramatic lighting to elevate the experience.

Are Your Instructors Experts?

Too many people mistake time for training. We make the assumption that because someone has been teaching group fitness for a long time, they must be an expert. I’ve played golf for 20-something years. I am a competent golfer, but I am by no means an expert. In two decades, I have had a total of three lessons. What I’m saying is, my time playing the game is not a direct indicator of my skill or ability.

Unfortunately, when it comes to group fitness, the range of expertise, quality control, screening, auditing, mentoring, and professional training is hugely varied. Some clubs have great screening, tryout, and interview processes. And some just want to see a cert and know… when can you start? But every instructor, no matter how seasoned or new, can benefit from additional training, annual video reviews, and live-training refreshers. Don’t let instructors’ years (whatever the total) imply that they’re beyond improvement; build a system and a culture that includes candid feedback, regular upskilling and live training, and an always-improving, life-long learner mentality.

Does the Expenditure Match the Experience?

I assume that most people do money-math the way I do it. I take the total cost and divide it by the number of uses to come up with a per-use dollar amount. If I am going to join a health club for $60 per month and I use the club three times a week, that’s 12 times per month or $5 per visit. Now, of course, the range of what people are willing to spend on a good-great-amazing group fitness workout varies greatly based on your local market and competitive pressures of other group fitness providers and boutique studios. For the sake of argument, even at $100 per month, 12 visits per month would break down to $8 per visit, which is (good news, bad news) less than many coffees these days.

Are Your Members Getting Results?

And this is really the crux of the entire discussion: What is the end result of their belonging to your facility? Are your members moving better, feeling better, getting stronger, seeing progress, building a habit, building confidence, finding a fun social space, making friends, and reaching their goals? Is your facility and staff the best for them to continue that trajectory?

And, ultimately, will they come back?! Yes, because like a quality haircut, an amazing workout makes every one of us feel better, stand a little taller, look our best, and look forward to the next visit.

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Years ago, a friend of mine moved to our Atlanta suburb and asked, “Do you know where I can get a good $10 haircut?” My reply: “I didn’t know there was such a thing as a good $10 haircut.” Like many of my favorite jokes, I laughed, and he did not.

That said, I’m ready with a recommendation on how you can offer high-quality group fitness and trim the stuff that just isn’t working anymore. Let’s talk about simple ways to improve your environment, boost the expertise of your team, and make sure members are getting results, physically and socially.