Group Exercise and Personal Training! Personal Training and Group Exercise! These are the two programming options that make up the foundation of our service offerings. Add the impact of the recession to this mix and now we have a more pressing need to launch additional cost effective programming options that must (1) be sensitive to the members’ new financial reality, while (2) still satisfying the programming needs of the member, (3) support the on-going financial requirements for the clubs and (4) continue to reinforce the value of the club’s brand.
The Financial Upside to Group Training
As we have mentioned in the past, if planned, executed and managed properly, a Group Training Program can potentially generate the following return on the Club’s investment:
1. Generate an increase in Club Gross Income;
2. Create a higher Profit Margin for the Club [i.e. Increase in Net Income]
3. Create an increase in Club Income Per Member; and
4. Increase the Percentage of Non-Dues Revenue.
From the educated consumer’s perspective, Group Training adds a cost-effective programming option into the programming mix that will keep the members on track as they continue their “journey-to-success” at the facility of their choice.
Enter TRX® into the Programming Mix
Initially developed as a military training option (Navy Seals) and subsequently launched as a creative training tool for skilled Personal and Athletic Trainers, TRX® has now been positioned as a dynamic, multi-level, fee-based Group Training tool for clubs and fitness professionals who want to create a competitive point of difference in their business platforms.
Based on the comprehensive programming principles that have been developed by Randy Hetrick & Fraser Quelch, Creative Director/Owner and Educational Director, respectively of Fitness Anywhere, the TRX® Suspension Training System has evolved into an comprehensively efficient training system that can consistently deliver, as a minimum, the following seven physiological responses for individuals of all fitness levels:
1. muscular strength
2. muscular endurance
3. cardiovascular endurance
4. joint stability & joint mobility
5. flexibility
6. power
7. core stability
As fitness professionals with over 30 combined years of being exposed to various fitness programming options, we view these seven physiological benefits as being very inviting from an efficiency perspective. The TRX Group option with a lower cost associated with the Program, adds the financial “sweetener” to the mix!
Based on what we have seen nationally and internationally, the secret of the success of the TRX Group Training Program can be identified by three distinct, yet interrelated factors:
Number 1, the comprehensive nature of the TRX Educational Platform for Fitness Professionals;
Number 2, the development of the professional skill-sets of the newly educated TRX Coaches that are listed here;
1. Entrepreneurial Mind-Set;
2. Ability to Sell Services-For-A-Fee;
3. Ability to Set and Share a Vision;
4. Ability to Develop Team & Group Building Dynamics;
5. Ability to Manage Team & Group Dynamics;
6. Ability to Lead People;
7. Have Professional Coaching Skill Sets;
8. Ability to Take Initiative Beyond the Job Description;
9. Ability to Display Professional Ethics
10. Ability to Manage Change;
11. Ability to Manage Individuals as Individuals;
12. Ability to Manage Business Processes;
13. Ability to Display Technical Skills;
14. Have Group Training Technical Skill Sets;
15. Have Cuing, Communicating & Presenting Skill Sets;
16. Have Musical Interpretation Skill Sets;
17. Have the Ability to Show Compassion & Empathy.
The 3rd consideration is the implementation, as a minimum, of the following 9-Step TRX® Group Program Implementation Process. These Steps include:
1. The identification of someone who will be responsible for launching & managing your TRX® Group Program (Coordinator, Supervisor or Manager);
2. The identification of the club-specific Suspension System hardware option;
3. The development of a business & marketing plan for your TRX® Group Program;
4. The identification of the skill-sets that your TRX® Group Coaches must have in order to be a TRX® Coach in your Program;
5. Have all your TRX® Group Program candidates enroll in the TRX® Suspension Training Course (STC);
6. Upon completion of the STC Course, the candidates must complete at least 30 days of a hands-on Practice Program with the STC Course content;
7. After completion of the 30-day STC hands-on Practice Program, all TRX® Group Program candidates must enroll in the Group Suspension Training Course (GSTC);
8. Upon completion of the GSC Course, each TRX® Group candidate must complete 30 days of teaching the TRX® Foundations Program in a live teaching environment. The students in these practice classes should be Personal Trainers, Group Exercise Instructors and other TRX® Group candidates;
9. After completion of the 30-day practice cycle, the Club TRX® Program
Coordinator, Supervisor or Manager will select the candidates who will launch the TRX® Group Program. These individuals will be called TRX® Coaches.
Clubs that have not followed this implementation pathway have actually sub-optimized their ability to achieve the benefits listed above. If you or your organization is ready to “jump-start” your 2009 business platform, Group Training is a must and the TRX® Group Training Program is a win/win, if you do it right!
Meet Your Authors: Bob & Jolyn Esquerre
Bob & Jolyn are Business Solutions Consultants and Co-Owners of the Esquerre Fitness Group [EFG]. EFG, Known for Training Trainers, Training Group Exercise Instructors and Training Managers, has consistently pushed the envelope-of-excellence in challenging our industry to provide exceptional service to our members. Recognized as subject-matter-experts in personal training, program development, club branding, management development, customer relationship management and membership retention, Bob & Jolyn’s total focus is to create customized business solutions for their customers.
3 Comments
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Very nice!
This is great Bob!
Bob hits the nail on the head again!
It is one thing for professional fitness managers to fail in their role, but it’s something different if they don’t understand WHY they fail.
The points that Bob outlines in this article are opinions that I’ve long shared. I may not be successful implementing all that Bob recommends due to limitations in my job description and/or lack of vision from my employer, but I do understand and know that these are very strategic and logical plans that WILL WORK.
As managers and directors, we must all be careful not to commiserate with staff, (who want to be paid for providing levels of service that are at or below par) and clients, (who want to get something for nothing). These two groups are focused toward their goal mind you. We as managers and directors must be focused toward ours as well. The moment we consider that growth and added value won’t work is probably the moment we should remove ourselves management.
The American Automotive industry claimed that Americans “won’t” buy small, fuel efficient cars. This was the belief from the top down. A belief gripped so tightl that it “strangled the cow that provided the milk”. I can only hope that this does not happen to the American Fitness Industry.
Understandably, we all get stuck at times. We all fail to get our programs accepted all the time. But we should never adopt attitudes that depreciate the VALUE of what we do. Understanding and knowing how to generate value is what we’re paid for.
We are facing the right direction. Now, we must walk the walk!
Cecily Guest
Group Exercise/Mind Body Coordinator
The Sports Club /LA-San Francisco
747 Market Street
San Francisco, CA 95103
415-633-3937