Les Mills
Les Mills
Les Mills
Health Club Management

Health Club Management

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Health Club Management

Health Club Management

News

Mindbody report: employing "right trainers" key to customer retention

Fitness operators looking to improve their member retention should focus on recruiting "knowledgeable, friendly instructors".

One in five (20 per cent) people who exercise regularly see having the "right instructor" as the most important factor in sticking to a new fitness regime – but just 4 per cent of people claim to have found their “dream instructor”.

The skills that gym members most value in their trainers differs depending on the member's preferred method of primary exercise.

34 per cent of those who mainly attend gyms for weight training value the trainer's fitness knowledge the most, while the most important quality for those who do HIIT is an instructor's ability to push them hard.

For those who visit gyms mainly to attend yoga sessions, the trainer's patience is the most valued skill.

The findings come from a study undertaken by management software provider Mindbody, which researched data obtained from gyms and studios which use its platform.

“We see in our data that a growing number of people are turning to pay-as-you-go classes and PT sessions as opposed to fixed gym memberships, which presents both a challenge and an opportunity for studios and gyms," said Charlotte Newton, Mindbody's senior marketing manager for EMEA.

“Finding the right instructors who can match clients' needs will really help in driving repeat visits – whether it’s retention or growth that gyms and studios are aiming for.

"The trainers should mirror the brand, reflect the operator's values and help it build its community.”

As part of the study, Mindbody listed the top five traits that gym users in general look for from their instructors:

1. A friendly personality (27 per cent of all members)

2. Knowledge of the industry (22 per cent) 3. Highly qualified (14 per cent)

4. Patience (12 per cent) 5. A positive attitude (10 per cent)

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Features
Pool fitness
Swimming laps isn't for everyone, so why limit your pool to one activity? Steph Eaves speaks to the providers of some of the most exciting water-based exercise concepts on the market, who explain how you can make a splash with your members
Features
Tech
Providing customers with the best member experience, while maximising revenue, is vital. We look at the latest in customer centric payment solutions
Features
Tech
We asked some of the biggest names in health club management software to share their predictions for the future
Features
ukactive
Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups seeking to solve some of society’s biggest challenges through technology designed to get people active
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Research
Allegra Strategies has researched the UK fitness market for a new report. Analyst Leonor Stanton reviews it exclusively for HCM
Features
Boutique trends
They’re young, they’re female and they like working out on Tuesdays. Lizzie Broughton, insights manager at ukactive, outlines the results of the organisation’s first survey of the boutique fitness market
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Design
Soho House has opened one of the most high-end gyms in London. Kath Hudson finds out more
Features
People
People profile
We develop a community feel by partnering people up in classes and running social events and monthly challenges
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Profile
We’ve strategically positioned ourselves as mid-market, with a more premium offering than many of our competitors
People
People profile
I love that CycleBar encourages a community while not taking itself too seriously. We want our riders to have a great time while they’re making positive choices for their fitness
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New concept
This is a forgotten generation and the business case is irrefutable. Over-50s now make up nearly half of the population, and they have the highest disposable income of any group
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People profile
There are lots of players in the yoga market, but many are small independent studios. We aim to be the dominant chain. By 2022 we visualise having 100 sites in London (and growth in regional cities)
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Interview
The Mirai isn’t about money – perhaps if it were, we wouldn’t be doing it. We have to balance the books, but when you’re the leading player in the European market, as we are, you also have to find new challenges
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Interview
The 1980s felt like a time of revolution for women. It was a time where they could create their lives with greater freedom and employment opportunities – a time of empowerment. Group fitness brought women to the gym, because they really liked the social aspect of working out in groups - Dr Jackie Mills MD
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The workout has to be engaging, and that’s what the Lagree Fitness Method is designed to be. If you go to the gym and watch TV on the treadmill for an hour, I don’t think that’s fitness
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People profile
I’m hugely excited to launch our new two-week Revive programme in Harrods. It’s just the start of the unique programming we’re going to deliver in The Wellness Clinic
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Opinion
We teach you how to keep customers engaged, make your staff more compelling and increase the value of every customer.
Opinion: Retention Academy 2018: Helping operators improve the customer experience
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Places for People Leisure (PfP) is using Sport England’s National Benchmarking Service (NBS) alongside clever tactics to increase participation in deprived areas across its Rotherham contract
Company profiles
Company profile: Rephouse Europa Ltd
Rephouse is a leading manufacturer of high-performance fitness flooring systems. With its state-of-the-art production technology ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness is the world’s fifth largest marketer and distributor of commercial fitness ...
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Move GB: Member access schemes
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Les Mills
Les Mills