Group Training on the Rise

The new year isn't all about cost cutting, spending, dwindling revenue and memberships, or even legislative issues. Fitness facility operators also are looking at ways to increase revenue through ancillary services, such as group and personal training. Several recent surveys indicate that group and personal training are among the programming trends that will continue to grow in 2009.

Sixty-one percent of respondents to the 2009 State of the Industry survey plan to increase their programming, with group training or personal training among the most popular programs to expand. Weight-loss programs and senior programs are not far behind, according to the survey.

In the 2008 IDEA personal training programs and equipment survey, conducted by the IDEA Health and Fitness Association, 84 percent of those surveyed said they offer partner training, in which two clients share a session.

The program with the most growth potential, according to both the IDEA survey and a survey conducted by the American Council on Exercise (ACE), is boot camp-style workouts. Boot camp sessions balance cardiovascular and high- and low-intensity strength exercises, often attracting members and nonmembers.

Senior programming, like Silver Sneakers, and kids programming are continuing to grow, too. Senior programming is a great way for a club to remain active during down times of the day, says Geoff Dyer, vice chairman and founder of Lifestyle Family Fitness, St. Petersburg, FL.

"Anything that makes your clubs active during off-peak times is a smart use of time," Dyer says. "It costs you nothing. You've got staff already there, teenagers end up buying personal training, seniors end up buying personal training. Anytime you can add members, whether they're free trial members as teenagers or Silver Sneakers members paid for by insurance companies, it's tremendous."

These types of programs can help clubs make money, and they can help clubs think outside the box. More clubs need to reach out to potential members by going out and selling their services, says Carol Kennedy-Armbruster, a lecturer in the department of kinesiology in the school of health, physical education and recreation at Indiana University.

"We can't assume anymore that people are already active," Kennedy-Armbruster says. "The clubs need to go out and get people active."

In a similar vein, Tock says that club owners need to "own the neighborhood" and get creative with packages for prospects that live or work near the club. Maybe it's a package for Baby Boomers who are concerned about rising health care costs. Maybe it's a six-, eight- or 12-week package for prospective members. Maybe it's a program patterned after "The Biggest Loser" TV show. Whatever it is, Tock says, club owners need to stress the importance that these programs will have on their members. "If you position yourself as part of a lifestyle instead of just selling a membership," Tock says, "then I think you'll do fine."

Approaches for Doing Business in 2009

Bill McBride, the chief operating officer of Club One, San Francisco, offers some tips on ways for clubs to do business in 2009:

• Promote value and necessity vs. luxury.

• Reduce barriers to entry and spending, making it easy for members to join, spend and stay. Create special retention programs for members with financial hardship.

• Be extremely communicative with staff and members.

• Take care of your "A" players.

• Take a fresh look at your payroll model/structure. If you were opening today in this environment, how would you staff the club?

• Review and discuss your vendor pricing. Renegotiate with suppliers where appropriate.

• Do small gestures to show your members (and staff) that you care.

• Focus on your core: sales, retention, ancillary revenue and payroll/expense control.

• Keep your club pristine (clean and fresh).

• Be proactive, not reactive.

Boot Camp, Budget-Friendly and Back to Basics Workouts Will Be Popular in 2009

Boot camp-style workouts will remain the top fitness trend in 2009, according to a survey from the American Council on Exercise (ACE). Boot camp-style workouts were also the most popular fitness trend in 2008. The annual survey of ACE's worldwide network of personal trainers, group fitness experts, advanced health and fitness specialists, and lifestyle and weight management consultants noted several other fitness trends for 2009.

• Boot Camp-Style Workouts

  Boot camp workouts remain extremely popular because they provide a total-body workout that's varied, fun and challenging. Up to 600 calories can be burned during a boot camp session, which is going to facilitate weight loss. But in addition to a great cardiovascular workout, muscles are strengthened through high- and low-intensity exercises, such as push-ups, squats and lunges. You don't typically experience significant muscle fitness benefits in other aerobic exercises. (For more on boot camps, see related story.)

• Budget-Friendly Workouts

  With today's economy showing no signs of strengthening, more people will cut costs to stay in shape. Of the ACE-certified professionals surveyed, 48 percent said that gym memberships will decrease in 2009, and 52 percent said fewer people will hire personal trainers. Look for more people to use the resources around their homes as their gym and equipment.

• Specialty Classes

  While yoga and Pilates will remain strong, dance-based classes are all the rage this year. Zumba, a fitness program inspired by Latin dance, combines South American rhythms with cardiovascular exercise. Bollywood, ballroom, Afro-Cuban and other exotic dance styles are growing in popularity, thanks to shows such as "Dancing with the Stars" and "So You Think You Can Dance."

• Getting Back to Basics

  Despite the fact that many exercises and equipment are becoming more advanced and trendy, trainers will continue to focus on basic movements and techniques with their clients again.

• Circuit Training

  Studies have shown that interval training combining strength training and cardiovascular activity at different intensities provides a more time-efficient workout than participating in traditional aerobic and weight-training sessions. With an increase in popularity of circuit training, many gyms are setting up their own circuits to allow their members an easy path to fitness.

• Kettlebells

  The reason for the surge in kettlebell training is that it gets back to basic training that requires functional, whole body fitness. Kettlebells require an individual to focus on whole-body conditioning because lifting and controlling a kettlebell forces the entire body, particularly the core, to contract as a group, simultaneously developing strength and stability. Kettlebell workouts engage multiple muscle groups, making it a great way to get a whole body workout in a relatively short period of time.

• Boomer Fitness

  Individuals 50 and over have the means, motivation and desire to enhance their quality of life through physical activity — and the number of seniors is only increasing. The 50-and-over audience continues to redefine our expectations about age, vitality and life, which has highlighted the importance of physical activity as we age. Since September 2007, the American Association of Retired Persons' (AARP) fitness initiative for Boomers — aimed at providing a wide range of affordable fitness services to its 39 million members — has been going strong.

• Technology-Based Fitness

  From iPods to Cardio Cinema to exergaming, the latest in technology will continue to infuse itself in all aspects of fitness. Look for 2009 to provide more interactive video games that provide fitness benefits, as well as new inventions to make exercising a more engaging experience.

• Event or Sport-Specific Exercises

  Despite the emergence of new and trendy workouts, sports or recreational activities will remain a popular way to stay in shape. Participating in a friendly game of basketball or volleyball, training for a marathon, or taking a day-long bike ride are just a few ways that people are staying in shape and having fun doing so.

• Mixing It Up

  Traditional programming is changing from what we called linear progression to undulating, as research shows similar if not better results. For example, mixing low-intensity cardio with intervals on some days, and mixing high-volume, low-intensity weight training with low-volume, high-intensity training on alternate days.

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