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British Military Fitness
British Military Fitness
British Military Fitness
Health Club Management

Health Club Management

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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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Catalogue Gallery
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23-26 Feb 2021
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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

News

Technogym has announced the launch of live and on-demand classes. The new content will be
Prime Minister Boris Johnson has announced that gyms may be able to reopen in a
UK consumer confidence has improved significantly since the beginning of the lockdown, with a fifth
The PGA Tour has recently bought 1,000 Whoop bands for its golfers, after PGA Tour
ukactive has announced that Active Uprising and the National Summit are going digital as part
Industry body ukactive has today (1 July) hosted a delegation of government and public health
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Health and fitness company Ingesport – which operates the GO fit chain of gyms in
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Physical activity levels in England have continued to fall from those recorded at the initial
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Fitness and athletic apparel firm Lululemon will acquire at-home fitness tech firm Mirror in a
Gymbox has broken ranks and announced it will reopen all its gyms on 4 July,
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Stretching and fitness chain Topstretching has opened a large gym and studio on Palm Jumeirah
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Features
Supplier showcase
Bannatyne has driven member engagement with Les Mills during the lockdown
Features
Reopening
David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept, as Liz Terry reports
Features
Statistics
More than 65,000 people responded to a survey designed to gauge what members want and expect from the sector after lockdown, as Leisure-net’s Dave Monkhouse reports
Features
Consumer culture
Ken Hughes, expert in consumer culture and human behaviour spoke as part of the Technogym Talks series of webinars about how operators can navigate the new consumer landscape
Features
Statistics
ukactive, 4global and partners have modelled the likely recovery from the lockdown. Ed Hubbard outlines the numbers
Features
Partner briefing
BMF, the outdoor fitness franchise company co-owned by Bear Grylls, is launching a £1m initiative designed to offer financial support to PTs and exercise professionals in getting back to work after the lockdown
Features
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Working with Precor, Aberdeen Sports Village has undergone a £500k overhaul to strengthen the user experience and put digital connectivity at the core of its offering
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People
Our COVID-19 measures make our clubs significantly safer than any other public space
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HCM people

Ben Lucas

Founder, Flow Athletic, Sydney
We advise our Flow Athletes to complete classes at a ratio of one yoga class to one strength class to one cardio class. This combination has very positive effects
People
HCM people

Aaron Smith

Founder, KX Pilates
‘KX’ stands for ‘the Kaizen Experience’, which means ‘change for the better’ in Japanese. It’s a philosophy that focuses on continuous improvement. We’re always seeking to improve, not only as a company but as individuals
People
HCM people

Jo Smallwood

general manager, Oldham Leisure Centre
We saw the opportunity to initiate new partnerships with the Oldham Foodbank to help local residents during the COVID-19 crisis. We can’t serve our community in the way we would usually do, so we’ve moved resources to help where people need us most
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Michael Ramsay

Founder and director, STRONG Rowformer
There’s something about the combination of fast-twitch and slow-twitch fibres working together that absolutely destroys you and gives you an almost euphoric feeling at the end of every workout
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Around 50% of our members are currently continuing to pay full membership, with another 10% taking up virtual-only digital membership
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Dr Jonathan Leary

Remedy Place, West Hollywood: Founder and CEO
Remedy Place teaches people how to take care of themselves and gives them the tools they need to be holistically healthy
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Professor Zhen Yan

director of the Center for Skeletal Muscle Research, University of Virginia
Regular exercise may help people survive COVID-19
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Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Comfort Zone - Davines S.p.A: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Exercise equipment
Power Plate: Exercise equipment
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Design consultants
Zynk Design Consultants: Design consultants
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness Software
FunXtion International BV: Fitness Software
Locking solutions
Monster Padlocks: Locking solutions
Spa software
SpaBooker: Spa software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
06-07 Jul 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
28-31 Aug 2020
Expo Centre & Riviera di Rimini, Italy
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
01-02 Oct 2020
Whittlebury Hall, Whittlebury, United Kingdom
Diary dates
11-12 Oct 2020
ExCeL London, London, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
30-31 Oct 2020
NEC, Birmingham, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
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British Military Fitness
British Military Fitness