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Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

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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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New refurbishment featuring Technogym’s Biocircuit sees 27 per cent membership growth in the first six months at Macclesfield Leisure Centre
Features
Flooring
Thanks to the rise in popularity of functional zones, there’s been an increased call for turf. We take a look at some of the turf products being installed
Features
Promotional feature
When setting up a new fitness offering, having a point of difference is key. Two businesses tell us how Electro Muscle Stimulation has been successful in helping them to stand out from the rest
Features
Promotional feature
Matrix Fitness is launching MX4 Active to engage the ageing and deconditioned populations. We talk to Steve Barrett, director of global group education and training, to find out more
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Gen Z has come of age, and is engaging with fitness in new ways. We look at how health clubs can appeal to this young, tech-savvy and value-conscious age group
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Jak Phillips went to FIBO China and filed this report
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Extracurricular activities are key to keeping students physically and mentally healthy. Working with Legend, the universities of Nottingham and Bristol are working to improve the user experience of their facilities to increase student participation
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Andrew Grill

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Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it
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Featured supplier news
Featured supplier: FunXtion launch Online Coaching; helping PT’s work effectively, efficiently and increase client contact time
FunXtion has introduced its new Online Coaching Tool, an advanced platform with quality content to help personal trainers work more efficiently.
Featured supplier news
Featured supplier: The secrets to designing a stand-out fitness studio
The design and construction of a group fitness or exercise studio can have a big impact on the success of your gym.
Company profiles
Company profile: MoveGB
Move is the online fitness platform where consumers go to get active, and operators collaborate ...
Company profiles
Company profile: Eleiko
We build upon our six-decade legacy in weightlifting, fuelled by our unwavering commitment to innovation, ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Governing body
EMD UK: Governing body
Member access schemes
Move GB: Member access schemes
Trade associations
International SPA Association - iSPA: Trade associations
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Professional services
Deloitte UK: Professional services
Management software
Fisikal: Management software
Audio visual
Hutchison Technologies: Audio visual
Locking solutions
Ojmar: Locking solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Diary dates
21-22 Sep 2019
Locations worldwide,
Diary dates
23-26 Sep 2019
JW Marriott Turnberry Resort & Spa, Miami, United States
Diary dates
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