PROMOTION
Overcome membership attrition with this surprising new industry trend: the modern training gym
Boutique classes, fusion fitness, HIIT, cardio, strength, group exercise; all trends which have contributed to the changing landscape of fitness. But there’s one concept which stands out from this flush of newcomers – a model that’s currently revolutionising how both the gym owner and the client ‘do’ fitness – the modern training gym.
Capable of catalysing real change in the fitness and wellbeing of our communities, the modern training gym champions functional fitness in a small group personal training model, with a premium service experience at its heart.
Oversized rooms of useless equipment are being replaced by space. Young and unmotivated staff are being replaced with experienced coaching teams.The pay-and-stay-away approach is being replaced by community driven models. Rules and regulations are being replaced by customer-centric and service-driven ideals.
The result: people are enjoying rather than enduring their weekly gym visits, which means they are attending more consistently and achieving the results they set out for.
Making a success of the modern training gym model requires dedication to a consistently outstanding customer experience. It’s more than just the science of ‘correct’ coaching; it’s the art of session flow, the attitude and buy-in of the staff, the strength of the business brand, and, above all, the loyalty and commitment of the membership community. This relentless focus on the needs of the client and the longevity of their experience means that clients are sticking around for the long haul – and referring their friends and family to join them on the ride.
Retention is the holy grail of the fitness industry. Without it, the outdated high-churn model will bring gym owners to their knees in a newly demanding and competitive climate. Driving retention isn’t rocket science, but it does require consistency, commitment, and integrity.
Can your club deliver?