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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

News

White paper: valuing fitness instructors 'key to success'

Members feel passionately about their instructors and will keep coming back to classes because they feel a strong connection
– Wendy Coulson

Fitness operators who recognise and reward their best instructors are more likely to retain customers, build brand loyalty and see improvements in their financial results.

That is the finding outlined in The Impact of Instructor Quality In The Physical Activity Sector – a white paper produced by fitness giant Les Mills and supported by not-for profit body ukactive.

The study found that instructors play a major role in clubs, from impacting member retention to instigating positive changes in operations.

"The sector should not undervalue the role of the Instructor," the report reads.

"Members are often more loyal to their favourite instructor than they are to a facility – and often the soft skills of the instructor are more important to members than knowledge of the industry or a high level of qualifications."

Instructors are also at the centre of the gym journey more than ever before thanks to the ever-increasing popularity of group exercise.

"Fitness classes are the future for club," the report states. "More than half (52 per cent) of millennials and 50 per cent of Gen Z members engage in fitness classes, preferring to workout with others to access the social benefits of exercise."

The report is the result of an industry roundtable session, which discussed the value of instructors and how they can be rewarded for the contribution they make to an operator’s bottom line.

The roundtable featured representatives from academia, training providers, boutique and mainstream operators, national governing bodies of sport and publicly-funded bodies, as well as membership bodies, instructors and instructor trainers.

Wendy Coulson, CEO Les Mills UK and Ireland, said: “We know that members feel passionately about their instructors and will keep coming back to classes because they feel a strong connection.

"These sorts of (roundtable) discussions are paramount to ensuring the industry understands the importance of the instructor, values their work, rewards their effort and actively invites their feedback and contributions.”

Colin Huffen, head of education, CIMSPA, added: “It was great to hear that the group confirmed group exercise makes an invaluable contribution to the industry, providing fantastic experiences for everyone in their sessions.

"The roundtable highlighted a number of areas for development to raise the standards of group exercise instructors, these will be considered when reviewing the sector’s professional standard for the role. We will also provide an opportunity for group exercise instructors to show that they don’t just meet the minimum standard but are fantastic at what they do.”

To read the The Impact of Instructor Quality In The Physical Activity Sector white paper, click here.

Sign up for FREE ezines & magazines
Fitness operators who recognise and reward their best instructors are more likely to retain customers, build brand loyalty and see improvements in their financial results.
HAF,FIT,IND,PTS,SAM,TRA,RES,PUB
imagesX/THUMB342031_244030_237994.jpg
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News

White paper: valuing fitness instructors 'key to success'

Members feel passionately about their instructors and will keep coming back to classes because they feel a strong connection
– Wendy Coulson

Fitness operators who recognise and reward their best instructors are more likely to retain customers, build brand loyalty and see improvements in their financial results.

That is the finding outlined in The Impact of Instructor Quality In The Physical Activity Sector – a white paper produced by fitness giant Les Mills and supported by not-for profit body ukactive.

The study found that instructors play a major role in clubs, from impacting member retention to instigating positive changes in operations.

"The sector should not undervalue the role of the Instructor," the report reads.

"Members are often more loyal to their favourite instructor than they are to a facility – and often the soft skills of the instructor are more important to members than knowledge of the industry or a high level of qualifications."

Instructors are also at the centre of the gym journey more than ever before thanks to the ever-increasing popularity of group exercise.

"Fitness classes are the future for club," the report states. "More than half (52 per cent) of millennials and 50 per cent of Gen Z members engage in fitness classes, preferring to workout with others to access the social benefits of exercise."

The report is the result of an industry roundtable session, which discussed the value of instructors and how they can be rewarded for the contribution they make to an operator’s bottom line.

The roundtable featured representatives from academia, training providers, boutique and mainstream operators, national governing bodies of sport and publicly-funded bodies, as well as membership bodies, instructors and instructor trainers.

Wendy Coulson, CEO Les Mills UK and Ireland, said: “We know that members feel passionately about their instructors and will keep coming back to classes because they feel a strong connection.

"These sorts of (roundtable) discussions are paramount to ensuring the industry understands the importance of the instructor, values their work, rewards their effort and actively invites their feedback and contributions.”

Colin Huffen, head of education, CIMSPA, added: “It was great to hear that the group confirmed group exercise makes an invaluable contribution to the industry, providing fantastic experiences for everyone in their sessions.

"The roundtable highlighted a number of areas for development to raise the standards of group exercise instructors, these will be considered when reviewing the sector’s professional standard for the role. We will also provide an opportunity for group exercise instructors to show that they don’t just meet the minimum standard but are fantastic at what they do.”

To read the The Impact of Instructor Quality In The Physical Activity Sector white paper, click here.

Sign up for FREE ezines & magazines
Fitness operators who recognise and reward their best instructors are more likely to retain customers, build brand loyalty and see improvements in their financial results.
HAF,FIT,IND,PTS,SAM,TRA,RES,PUB
imagesX/THUMB342031_244030_237994.jpg

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Parents often tell their children to become doctors or lawyers, but now they’ll encourage their children to become fitness pros. At $1,000 an hour, they’ll make more than the best Wall Street lawyers. Trainers are the new superstars
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Featured supplier: Crown overhaul changing rooms at Saunton Sands spa
Saunton Sands Hotel in Devon, UK, has completed a £2m expansion of its spa and wellness facilities.
Featured supplier news
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According to ACSM’s Health and Fitness Journal, wearables trumped the top spot for trends in 2019. However, the question between Myzone or wrist trackers still stands.
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Member retention is a growing problem for long-established gym chains, who are battling the growing budget and boutique gym market.
Opinion: Are you trying to beat budget gyms at their own game?
Video Gallery
DFC: We do more...
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DFC are a leading direct debit collection company, providing cash flow solutions to happy clients from all over the UK. Read more
More videos:
Company profiles
Company profile: Jordan Fitness
Jordan Fitness have been at the forefront of premium gym design, with a strong reputation ...
Company profiles
Company profile: EZ-Runner Systems Ltd
With over 600 clients worldwide in Spa, Golf, Health Club, Hotel and Kids Play Leisure, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Locking solutions
Ojmar: Locking solutions
Architects/designers
Zynk Design Consultants: Architects/designers
Governing body
EMD UK: Governing body
Audio visual
Hutchison Technologies: Audio visual
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
Physical Company Ltd: Fitness equipment
Flooring
Total Vibration Solutions Ltd: Flooring
Property & Tenders
Diary dates
23-25 Jul 2019
Melbourne Convention and Exhibition Centre, Melbourne, Australia
Diary dates
05-06 Sep 2019
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Diary dates
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