Membership Unleashed by Les Mills - Club Industry Seminar 2012

LES MILLS INTERNATIONAL © 2011

UNLEASHING YOUR MEMBERSHIP POTENTIAL WITHOUT CUTTING SERVICES OR DISCOUNTNG PRICES FUTURE OF FITNESS

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Health & Fitness facility attendance has become the biggest adult ‘sport’ in the Western world. Bigger than football, tennis and golf combined … We thought all stars we aligned for further growth…

THE FITNESS INDUSTRY HAS EXPERIENCED MASSIVE GROWTH IN THE LAST 40 YEARS…

US Adult Fitness Club Participation


FUTURE OF FITNESS THE WHITE PAPER OUTLINES INDUSTRY ‘CHALLENGES’ THAT POSE AN ALARMING THREAT TO FUTURE SUSTAINABILITY, GROWTH AND SUCCESS…

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OUR INDUSTRY IS AT RISK… •  Membership retention is the largest problem facing our industry today •  Based on commodities and lacking the excitement and social

engagement of sports - We behaved more as gyms than as true health clubs.

•  Competitive industries are evolving faster than us, eg: •  Virtual exercise •  New sports •  Nutritional science •  Medicine

•  Stagnating industry - Segmentation rather than innovations – The industry has started to turn into itself – we are fighting for the same customers instead of innovating to attract new ones ie Budget Clubs, Micro Gyms.

BUDGET CLUBS


MICRO GYMS § Many facilities worldwide are being hurt

by low-budget competitors. § At the same time, there are successful

new fitness models emerging (micro gyms) eg: •  Cross Fit Studios •  Orange Theory - $23 per class •  Kosama, Omni, Fitness Together, Title Boxing •  Soul Cycle and Flywheel (US) – $32 per class •  Pure Yoga (Asia and US) –

$145 to $165 per month •  Exhale Spa (US) – $195 pm for classes-only

membership

•  People are willing to pay for value…

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WHITE PAPER: WHAT DO PEOPLE WANT? WHY DO THEY JOIN A GYM? THREE AREAS OF OPPORTUNITY

1. Exertainment 2. Community/Building bonds 3. Health

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MOTIVATION


HOW CAN WE TELL WE ARE DOING A GREAT JOB OF MOTIVATING PEOPLE?


IT’S SIMPLE THEY ATTEND MORE OFTEN… AND YET THIS IS ONE OF THE LEAST AND MOST POORLY MEASURED METRICS.


SO HOW CAN WE ‘MANAGE’ MOTIVATION TO INCREASE ATTENDANCE?..

LES MILLS INTERNATIONAL© 2011

HOW THE BEST FACILITIES INCREASE ATTENDANCE

1.  Design a high-energy workout environment 2.  Create a relationship selling and new

member induction system 3.  Recruit a team of great PTs, Small Group/

Team Trainers and Group X Instructors 4.  Build a ‘club within a club’ system for sports

and other activities 5.  Develop a member education and social

network communication system


MOTIVATING PEOPLE 1. DESIGNING A HIGH-ENERGY WORKOUT ENVIRONMENT


“Exertainment”

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§ 78% say “SPACE” to exercise is extremely/very important! § 60% say the “AMBIENCE” of the room is extremely/very important

MOTIVATING ATTENDANCE


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BEST PRACTICE 2. MEMBERSHIP SELLING AND NEW MEMBER INDUCTION


MEMBERSHIP SELLING

From Hard Transactional selling to Relationship Selling to Educative Selling: Shifting the MCs’ focus on providing relevant ‘solutions’ for a healthier and happier lifestyle – not selling a gym membership § People join to get results and motivation but they stay because they

make friends - The Membership Consultant (MC) can be the first powerful relationship…

§ People research and buy online more and more § We need to be more than the low-budget club – MCs need to bring

additional value to online buying

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MEMBERSHIP SELLING § MCs to become Membership Coaches responsible for setting up the new

member for success – 24 Hour Fitness

– 80% of prospects have been member of a gym before… – No sales commission since last year – They have cut from 12 sales consultant to 5 membership coaches

per centre – Prices has increased and January 2012 has seen the highest

number of sales ever

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MEMBERSHIP SELLING § MCs to become Membership Coaches responsible for setting up the new

member for success § LMNZ Case Study

– Shifted from hard selling to relationship selling in 2005 – MCs prescribe a training plan before the membership solutions:

– It increases the perceived value and allows for an educated decision to be made – It creates ‘buy-in’ and commitment from prospect… It paves the road for new

members to become ‘addicted’ to exercise at your facility… and it creates a bond with the MC.

– They are responsible and accountable for new member attendance in first 3 months (21 visits)

§ Recruiting and training MCs properly so they can deliver educative sales pitch and prescribe holistic fitness prescription and relevant exercise recommendations based on the customers’ needs

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MEMBER “GETTING STARTED” TOOLS


Drill 1 - Features and benefits

Break down your staff in groups of 3 (ideally you want a mix of instructors and sales/front-desk team in each group)

Allocate each group 3 characteristics of each program you are launching

(For example with BODYPUMP™: weight training to music, pre-choreographed program, 55-min full- body workout, hot sounds etc)

Give them 5 minutes to find 3 participant based benefits for each of the characteristics

Ask each group to present and feedback/input if necessary

Drill 2 - Scenarios

Break down your staff in 3 groups and give each group one of the following profiles:

*40-year-old woman who hasn’t exercised properly for some years and is lacking in confidence but wants to lose weight and get back in better shape.

*30-year-old guy, with a highly driven personality, is very busy with work but looking for ways of maintaining fitness and shape without spending too much time doing it.

*25-year-old woman, exercising already, who is looking for fun and energetic ways of exercising during the week.

Ask each group to discuss and prepare the way they would present and ‘sell’ the program to that specific prospect or member. They must choose carefully the features and benefits they would use with that specific person.

Make each group role-play with one person from another group playing the role of the customer.

Feedback and repeat for each program(s) you are about to launch.

Drill 3 - Overcoming objections

Ask all of them individually the top 5 objections they believe people might have before they attend the class (why they wouldn’t want to go initially) and the top 5 objections to do it again post class

Ask all of them the list of their objections and select the top 5 in both categories across your team

Break down people into pairs and allocate a few objections to each group

Ask each of them to work on how they would overcome each objection and manage to motivate the person to go and try the class or, how they would motivate the person to do it again

Debrief answers

YOUR STAFF ARE ONE OF YOUR BEST PROMOTIONAL TOOLS!2-HOUR PRODUCT TEAM-TRAINING FOR ALL STAFF Boosting your attendance and membership sales partly depends on your team’s ability to ‘sell’ your program(s) to your members and prospects. Make sure you give them the skills to do it well! Run a dynamic and interactive team-training session by using the following agenda.

STEP 1 - Introduce your goals behind the program(s) implementation and behind the launch event.

STEP 2 - Instructors teach the new program(s) so the rest of the staff can experience it for real, as participants and as beginners.

STEP 3 - Product knowledge. Give each staff member a copy of the program(s) Getting Started Brochure(s), a copy of the product knowledge page you have at the end of your Club Performance Manual and a copy of the GF Benefits board you can find on eClub. Then organize 3 drills.

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RELATIONSHIP SELLING Going the extra mile… § LMNZ – If a prospect doesn’t join, they leave with a 30-day exercise plan

to do at home – My Exercise Calendar §  Behaviors must align with Vision…

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RELATIONSHIP SELLING AND NEW MEMBER INDUCTION LMNZ - Improve the lives of New Zealanders § Our goal is to get people to exercise, if possible in a gym and if possible, in Les Mills

gym. If they don’t join today, we still want them to start exercising. At some point, we are confident they will join because they need MORE, they need motivation and we are the coolest gym in town. Reece Zondag, CEO, LMNZ

§ This approach allows us to: – Come across as true fitness experts vs salespeople – Preserve the relationship – Give MCs a good reason to follow up and a real purpose behind each

follow-up call – Focus no the talk being always about exercising, their goals, where

they are at with it, inviting them to an event vs latest greatest deal

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§ Implement a simple but thorough member on-boarding process facilitating consistent attendance and focusing on usage during first 12 weeks. It will set the foundation for long-term engagement.

“Every year, the industry sells millions of memberships to men and women who, though they earnestly wish that they could become regular exercisers, have not yet developed

the discipline or habit of regular exercise.” IHRSA Guide to Retention 2007

“12% of all cancellations would be avoided if all new members visited the facility at

least once per week during the first calendar month after joining.” FIA Top Ten Strategies for Winning the Retention Battle

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NEW MEMBER INDUCTION PROCESS


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NEW MEMBER INDUCTION PROCESS

LMNZ - Goal: 21 visits in 3 months •  Induction process with regular and specific

points of contact •  MCs are responsible for it (about 30% of their

commission) •  they sell the dream; they make sure the dream

happens! •  Tracks every new member over 84 days and

visits at 14, 42 and 84 days

21 visits


LMNZ NEW MEMBER INDUCTION PLAN 21 VISITS IN 84 DAYS


LMNZ: 21 visits in 84 days § Result: 50% of members achieving the 21 in 3 months (Goal is: 65%) § Give MCs a clear and genuine reason to call

–  Red status: Rescue call –  Orange: What more can we do to get you here more often? –  Green: High-five call!

§ Proven to be very successful in increasing new member usage, maintaining member motivation by discussing exercise progression and driving referrals earlier and more often

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RELATIONSHIP SELLING AND NEW MEMBER INDUCTION


BEST PRACTICE 3. CREATE A GREAT TEAM OF PT’S, SMALL GROUP/TEAM TRAINERS AND GROUP X INSTRUCTORS


Whatever your goal and/or vision - you need a great team to help you get there. A crucial factor in the success of your programs is the quality of the instructors who teach them. Great Trainers and Instructors drive thousands of attendances each year.


GET WORLD CLASS RECRUITMENT AND TRAINING SOLUTIONS Partnering with Les Mills can help you to: • Build a brand that attracts new talent • Develop the skills and better motivate your team • Ensure training and ongoing staff education is relevant and up-to-date • Guarantee quality and consistency to your members and guests • Keep your team engaged and inspired


LES MILLS™ INSTRUCTOR TRAINING SYSTEM LES MILLS™ TRAINING SYSTEM QUICKLY BUILDS TALENT, ENGAGEMENT AND LOYALTY

Advanced training (AIM 1

and 2 modules)

Ongoing Quarterly Training

Selection process

2-day initial training module

(‘clearance to teach’)

International LES MILLS™ Instructor

certification

Advanced and Elite LES MILLS™

Instructor Certification

National Presenter and Trainer Bootcamp

National Team training

Instructors in the USA receive ACE & AFAA education credits on completing any LES MILLS™ training module.


LES MILLS™ SUPPORTS YOU WITH THE #1 CHALLENGE IN THE INDUSTRY – RECRUITING AND KEEPING GREAT INSTRUCTORS


“HAPPY, ENGAGED AND LOYAL STAFF MAKE HAPPY, ENGAGED AND LOYAL CUSTOMERS.”

SOUTHWEST AIRLINES

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STAND FOR SOMETHING. CREATE A CAUSE, NOT A BUSINESS. GIVE YOUR TEAM SOMETHING BIGGER THAN THEMSELVES TO FIGHT FOR, SOMETHING THEY CAN BE PROUD OF.


WHAT’S YOUR VISION?

§ WHY should your staff care about your business and challenge themselves every day?

§ People need to be engaged in an inspiring and meaningful purpose…

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FOR A FITTER PLANET

§  “We are warriors in the battle against inactivity and over-consumption.”

LMI Instructor Creed, 1998

§  “Creating life-changing experiences every time, everywhere. One class at a time, one participant at a time.”

AIM manual

§  “You have to find a way to make people fall in love with fitness.”

Les Mills, 1968

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BEST PRACTICE 4. BUILD A SYSTEM OF INTEGRATED ‘ASSISTED EXERCISE AND ACTIVITES”


In contrast Group Exercise attracts and motivates the masses. Some of the world’s most successful facilities have over 50% of their attendances in GX. Many have 30%-50%

Personal Training 10%

Small Group Training 4%

Unassisted Exercise

Group Exercise 36%50%

BENCHMARKS FOR HIGH PERFORMING FACILITIES

“Group Exercise members attend more regularly, remain members for longer, make more referrals, perceive greater value in their memberships (ie will pay more) and do not leave when a budget gym opens nearby!”1

1. Will Phillips, The Retention Breakthrough

BUCKETOLOGY OF ASSISTED EXERCISE Assisted Exercise has higher attendance, retention and referral rates than unassisted exercise. Small Group/Team training and Personal Training are powerful forms to build community. But even the best operators in the world have only 1%-14% of the their total membership base attending these activities.


Group Fitness Team Training Personal Training Event Training

Freelance Programmes

CREATING BONDS WITH DIFFERENT OFFERINGS

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PERSONAL TRAINING – 1 TO 1 BOND

§ A great way to increase the quality of on-boarding, results and connection (member to staff)

§ Can be a good source of revenue §  Increase income opportunities and career

opportunities for GX instructors § However:

–  Even the best facilities in the world have less than 10% of members using PT on a regular basis vs 50%+ in GX

–  Connection is with a single staff member: if the member is unhappy with the PT or if the PT leaves, you could lose the member

–  No prescription of other form of exercise such as GX (which is more social and more holistic)

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SMALL-GROUP TEAM ONE TO FEW BONDS § Currently the holy grail of the

industry § Everybody wants successful SGTT

programs –  Allows more people access to PT –  Increases $ per hour for PTs –  Builds relationships between members…

They make good friends. –  Brings back the spirit of sports teams

§ Challenges: –  Scheduling –  Booking and Payment Models –  Space, and Equipment –  Safety, Consistency, Scalability

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LES MILLS INTERNATIONAL© 2011 66

EVENTS TRAINING ONE TO MANY BONDS


•  90% of all exercisers report that they would prefer to work out in a group.1

•  Members who attend Group Exercise (GX) use their facility 3 times per week compared to IHRSA's figure of 1.9 member visits a week, on average.

•  GX is cited as the biggest influence (40%) on how long people remain a member of a fitness facility.

•  GX member retention rates are higher than other member retention rates, on average. •  60% of people rate GX as the #1 service they specifically look at when choosing a gym.2

•  Satisfied GX members refer people 3 times more than other members.

GROUP EXERCISE IS BY FAR THE MOST POWERFUL WEAPON IN YOUR MOTIVATIONAL ARSENAL!


There is absolutely a commercial connection between group fitness attendance and

long-term profitable facilities!


THE POWER OF GROUP EXERCISE § Many facilities worldwide are

being hurt by low-budget competitors.

§ At the same time, there are successful new fitness models emerging (micro gyms) eg: •  Orange Theory - $23 per class •  Kosama, Omni, Fitness Together,

Title Boxing •  Soul Cycle and Flywheel (US) –

$32 per class •  Pure Yoga (Asia and US) –

$145 to $165 per month •  Exhale Spa (US) – $195 pm for

classes-only membership

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THE BOTTOM LINE IS: Group Exercise attracts MORE MEMBERS, who attend more often, REMAIN LOYAL and attract new members THEMSELVES!


WHAT DOES IT TAKES TO BECOME A CHAMPION AT GROUP EXERCISE?


THE PLAN IS BASED AROUND 8 KEYS ELEMENTS

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WHERE TO START?


74 WHAT DRIVES MEMBER ATTENDANCE IN GX? #1 DRIVER FOR CLASS ATTENDANCE IS THE PROGRAM

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Nielsen Consumer Survey


SMART PROGRAMMING

§ Prospects and members usually need three types of training to cover their basic needs – Strength Toning – Cardio – Mind-Body

§ Make sure you have at least one “best in class” program you can recommend in terms of experience, quality, safety, and consistency in each of these categories: 75


WHERE TO START WHERE TO START?

§ Research show 5 program genres comprise 75% of GX attendance every week. In order of market share, these are:

§ 21% Strength and Weights § 19% Cycling § 14% Mind and Body § 12% Dance §  9% Martial Arts §  25 % Fusion

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GET YOUR PROGRAMMING RIGHT AFTER DETERMINING DEMOGRAPHIC POSITIONING… ALLOCATE 70% OF YOUR TIMETABLE TO CORE PROGRAMS AND 20 - 30% TO SPECIALTY ONES

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Les Mills’ BODYPUMP® is the original barbell class, designed and scientifically proven to strengthen the entire body. This 60-minute workout challenges all major muscle groups by using the best weight-room exercises, including squats, presses, lifts and curls. Great music, awesome instructors and individual choice of weights inspire participants to perform 800 reps per class and to get the results they came for - and fast!

Due to its broad appeal, BODYPUMP® attracts big numbers across all time-slots. Best practice suggests scheduling it a minimum of 7 to 12 times across the week to maximize attendance. Most clubs offer at least 2 classes per day.

BODYPUMP® participants visit 4.3 times per week on average versus the industry average of less than twice a week for non-Group Exercise club visits.


DRIVING PEOPLE INTO CLUBS VIA TV Les Mills is committed to building our brand and growing demand for your classes. That’s why we’ve teamed up with Beachbody, the best-known provider of home workouts, to create "LES MILLSTM PUMP, a set of home-workout DVDs. We’ve seen the power of other brands using infomercials to drive consumer awareness. Partnering with Beachbody will introduce a national audience of millions to the Les Mills brand. The exposure will help to drive more people into your facility and classes, and make it that much easier for you to sign up new members.


BODYPUMP® Les Mills’ BODYPUMP® is the original barbell class, designed and scientifically proven to strengthen the entire body. This 60-minute workout challenges all major muscle groups by using the best weight-room exercises, including squats, presses, lifts and curls. Great music, awesome instructors and individual choice of weights inspire participants to perform 800 reps per class and to get the results they came for – and fast!!

Due to its broad appeal, BODYPUMP® attracts big numbers across all time slots. Best practice suggests scheduling it a minimum of 7 to 12 times across the week to maximize attendance. Most clubs offer at least 2 classes per day.

BODYPUMP® PARTICIPANTS VISIT 4.3 TIMES PER WEEK ON AVERAGE VERSUS THE INDUSTRY AVERAGE OF LESS THAN TWICE A WEEK FOR NON-GROUP EXERCISE CLUB VISITS.

CXWORX™ A short, sharp workout, backed by core conditioning research from Penn State University, that strengthens and tones the body. It hones in on the torso and sling muscles that connect the upper and lower body. It’s ideal for tightening tummy and butt, improving functional strength and assisting in injury prevention. CXWORX™ bands are available from !lesmills.com/equipment.!

Due to its broad appeal CXWORXTM attracts big numbers across all time-slots.

Best practice suggests scheduling it at peak or shoulder times once or twice a day. Given the 30-minute format, lunchtime classes are ideal.

DID YOU KNOW?�CXWORX™ CAN BE USED AS A FEE-BASED, SMALL-GROUP TRAINING PROGRAM. MANY FACILITIES ARE HAVING SUCCESS WITH THIS BOTH IN AND OUT OF THE GROUP EXERCISE ROOM.

RPM™ An indoor-cycling workout where participants ride to the rhythm of powerful music. The inspiring team coach leads the pack through hills, flats, mountain peaks, time trials and interval training. Participants sweat and burn to reach the endorphin high!!

Due to its broad appeal RPMTM attracts big numbers across all time-slots.

Best practice suggests scheduling it 9 to 14 times through the week to maximize attendance.

Most clubs that have dedicated cycling studios offer 3 to 7 classes a day.

DID YOU KNOW?�IT’S POSSIBLE TO CHARGE A BOOKING FEE FOR RPMTM TO BRING IN ANCILLARY REVENUE IN THE THOUSANDS PER WEEK.

BODYBALANCE™ /BODYFLOW® BODYBALANCETM/!BODYFLOW® is a Yoga, Tai Chi and Pilates workout that builds flexibility and strength. Controlled breathing, concentration, stretches, moves and poses to music create an holistic workout that balances and harmonizes the body, leaving participants centered and calm.!

Due to its broad appeal BODYBALANCETM/ BODYFLOW® attracts big numbers across all time-slots.

Best practice suggests scheduling BODYBALANCE™ a minimum of 5 to 7 times through the week.

It’s very popular in the morning, shoulder times and during weekends.

BODYCOMBAT™ Les Mills’ BODYCOMBATTM is a fiercely energetic cardio workout inspired by martial arts such as Karate, Boxing, Tae Kwon Do, Tai Chi and Muay Thai. Supported by driving music and energizing instructors, participants strike, punch, kick and KATA their way through calories to superior cardio fitness.!

Attracts maximum numbers during peak and shoulder times, weekdays and weekends. While it also works very well at off-peak times, performance is dependent on marketing and the convenience of timing.

Best practice suggests scheduling BODYCOMBATTM at least 5 to 7 times a week.


SH'BAM™ Simple dance moves with chart-topping popular hits enable participants to shape up and let out their inner star – even if they’re dance-challenged! The 45-minute SH’BAM™ classes provide the ultimate fun and sociable way to exercise. !

Attracts maximum numbers during peak and shoulder times, weekdays and weekends. Best practice suggests scheduling SH’BAM™ 5 to 7 times a week.

BODYVIVE™ A fun, low-impact, whole-body workout that improves fitness and core strength, using body weight, VIVETM tubes and balls for extra resistance. Great music, group interaction and a skilled instructor inspire participants to get fit for life.!

Attracts maximum numbers during peak and shoulder times, weekdays and weekends. While it also works very well at off-peak times, performance is dependent on marketing and the convenience of timing. Best practice suggests scheduling BODYVIVETM at least 3 to 5 times a week.

VIVE™ tubes and balls are available at lesmills.com/equipment

BODYJAM™

A cardio workout offering an addictive fusion of the latest dance moves and hottest new sounds puts the emphasis as much on having fun as breaking a sweat. Funky instructors teach participants how to move with attitude through this 55-minute class.!

Attracts maximum numbers during peak and shoulder times, weekdays and weekends. Can perform strongly off peak with a charismatic instructor and strong marketing. Best practice suggests scheduling BODYJAMTM at least 3 to 7 times a week.

BODYSTEP™ Using simple movements on, over and around a height-adjustable step, participants get huge motivation from popular music and uplifting instructors. Cardio blocks push fat-burning systems into high gear, followed by muscle-conditioning tracks that shape and tone the body.!

Attracts maximum numbers during peak and shoulder times, weekdays and weekends, particularly mornings. Best practice suggests scheduling at least 3 to 5 times a week.

BODYATTACK™ A sports-inspired cardio workout for building strength and stamina. High-energy interval training classes combine athletic aerobic movements with strength and stabilization exercises. Dynamic instructors and powerful music motivate participants toward their fitness goals.!

Attracts maximum numbers during peak and shoulder times, weekdays and weekends. Can perform strongly off peak with a charismatic instructor and strong marketing. Best practice suggests scheduling BODYATTACKTM at least 3 to 7 times a week.


GROW YOUR GX NUMBERS ORGANIZE REGULAR EVENTS THAT ‘WOW’


THE BEST WAY TO CREATE MOMENTUM, RE-IGNITE MEMBER MOTIVATION, BUILD ATTENDANCE, COMMUNITY, RETENTION AND… GROW MEMBERSHIP

WOW GX EVENTS

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Experience

Sales

“When you host GX events, you are selling non-members an experience, not a membership – this makes selling so much easier.”

THE SALES / EXPERIENCE CURVE

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LES MILLSTM EVENTS BENCHMARK § Massive BUZZ and interest in club during the 2 weeks building up to event §  Full focus from club team on common goals and interaction between sales,

customer experience and product departments – ‘Breaking down silos’ § Sold-out events and massive energy in clubs – all classes at 80 to 100% capacity § Attendance: 5 to 10% membership §  20% guests per class §  50 to 70% conversion rate of guests § Massive buzz post-event § An increase of attendance in 2 to 3 weeks post-event of 10 to 20%

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STEP 1WHAT TO DO

Set clear goals in terms of member attendance at event, number of membership you want to sell and number of guests you need to attend the event

RESULT

Focus the team towards achieving a common goal

STEP 2WHAT TO DO

Promote the event, pre-book class spaces

RESULT

Create interest, optimize the number of people coming to the event and allow to connect with guests before the event.

STEP 3WHAT TO DO

Call every guest before the event to confirm they are coming, pre-qualify them and pre-book sales appointment on event day

RESULT

Increase the % of show rate and ensure every qualified guests will meet with a membership consultant

STEP 4 WHAT TO DO

Host an outstanding event!

RESULT

Enhance retention and give the best possible first impression of the club, training solutions and staff to the guests. Increase your conversion rate by selling an experience versus a price!

SELLING MEMBERSHIPS WITH EVENTS

STEP 5WHAT TO DO

Sell effectively at the event:

- Work the transition between the class to the sales appointment

- Provide a training solutions to the needs

- Offer two options to start with with a great event membership offer

RESULT

Maximize every sales opportunity

WATCH THE SPECIFIC TRAINING VIDEO FOR SELLING WITH EVENTS.64 Les Mills International Limited © Issued 13.07.2011


EVENTS PLANNING BENCHMARK § Massive BUZZ and interest in club during the 2 weeks building up to event §  Full focus from club team on common goals and interaction between sales,

customer experience and product departments – ‘Breaking down silos’ § Sold-out events and massive energy in clubs – all classes at 80 to 100% capacity § Attendance: 5 to 10% membership §  20% guests per class §  50 to 70% conversion rate of guests § Massive buzz post-event § An increase of attendance in 2 to 3 weeks post-event of 10 to 20%

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PROMOTE YOUR PROGRAMS AND EVENTS WITH WORLD CLASS MARKETING AND RESOURCES


WORLD-CLASS MARKETING AND PROMOTIONAL SOLUTIONS EVERYTHING YOU NEED TO HOST AMAZING EVENTS THAT ATTRACT NEW MEMBERS AND PROMOTE YOUR PROGRAMS.

The LES MILLS™ Group Fitness solution gives you free access to a huge collection of valuable marketing and promotional resources. We are continually working on new ways to help you inspire your members and prospects. Currently we’re developing online tools, which will allow you to customize material with your own club logos and messages.


BEST PRACTICE 5. DEVELOP A MEMBER EDUCATION AND SOCIAL NETWORK COMMUNICATION SYSTEM


EDUCATION: BECOMING A TRUE “HEALTH CLUB”

Health clubs need to become more than just places where people go to use exercise machines! We need to become true providers of holistic health. Education changes lives and your members will love you for it.


•  Create a personal relationship with your members

TALK TO YOUR MEMBERS

Retention Management Service Proposal Page 5 27-Feb-12

Retention Management Proprietary

B. Existing Member Programme: 1. Programme Introduction Email *: This fully customisable email states appreciation for

their membership and lets them know that they will be receiving regular updates and support. Your intent is to keep them better connected.

2. Motivational & Educational Emails: Every two weeks the member will receive a personalised email. The email has two components: 1) A supportive statement referencing the previous fortnight’s attendance –

congratulatory if they are a frequent user, or, if they are an infrequent user, the wording will be supportive yet motivating.

2) A health tip from a reputable/respected source that the member can easily adopt as part of a healthy lifestyle (occasionally a motivational quote is also used).

* Prior to launch, we recommend that you allow us to filter out members who have not visited the club in the last 45 days. Contacting long term non users could initiate a cancellation – “waking the sleeping dog” concept. However, when a filtered member registers a visit they will automatically be integrated into the service which will start with a Programme Introduction Email. You also have the option to filter out certain membership types, such as Trial, Complimentary, etc. * Members that you do not have an email address for or were on Freeze will also be launched when an email address is acquired or their status becomes active.

Non User

Regular User

High User


Social media is revolutionizing our ability to communicate! But… it’s not as easy as it looks. Engagement, interest and authenticity are key. Otherwise it’s meaningless… The key is to start and continue a conversation. Get members talking about you…

SOCIAL MEDIA


§ Lifestyle Family Fitness (Florida) teen fitness initiative

–  FREE 2-Month Summer Membership

–  Teens can utilize all equipment and participate in Group Exercise classes

–  Hourly restrictions in place (ie non-prime time)

–  Remember… teens have parents and they grow up to become paying adults

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ENGAGING THE COMMUNITY CHANGING THE PERCEPTION OF OUR INDUSTRY


ENGAGING THE COMMUNITY CHANGING THE PERCEPTION OF OUR INDUSTRY

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UNLEASHING YOUR MEMBERSHIP POTENTIAL WITHOUT CUTTING SERVICES OR DISCOUNTNG PRICES FUTURE OF FITNESS

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Membership Unleashed by Les Mills - Club Industry Seminar 2012

Education

Transcript of Membership Unleashed by Les Mills - Club Industry Seminar 2012