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> August 2012 Club Business International 38 Get Gens X and Y! 43 Nutrition Needed 48 London ’12 Olympics 55 Group-Ex Options 71 Aerobic Accessories Fresh Face of Fitness Entrepreneur Rasmus Ingerslev is exploring real and virtual worlds ® Group exercise classes by Les Mills International (LMI) are offered worldwide the Moving Masses By Julie King G roup exercise, first known as “aerobics” upon its debut in the U.S. in the 1970s, has evolved into a sophisticated smorgasbord of activities, offering constantly changing, creative options. Because most clubs typically offer much of the same equipment and similar amenities, group exercise is a smart way for them to differentiate themselves from the competition. In addition, by providing members with camaraderie and a sense of community, group-ex enhances retention. A study by Les Mills International, the New Zealand– based program provider, indicates that, at clubs with successful group-ex schedules, 20%–30% of all their daily visits can be attributed to these classes. Moreover, group-ex participants are more likely to bring guests or to refer potential members. “Do original or licensed group-ex programs work best?” is the question As group-ex has become more sophisticated, professional, licensed programs have proliferated, providing clubs and instructors with vibrant, turnkey choreography and music several times each year. Many clubs, however, prefer to define themselves and their brand by creating their own customized, instructor-choreographed classes. And then there are others that opt for a mix of the two approaches. There is no wrong or right—it’s simply a matter of choice. The critical step is deciding which way is right for you. Prepackaged popularity Today, Les Mills International (LMI) and Body Training Systems (BTS), based in Marietta, Georgia, are two of the leading providers of a variety of predesigned group-ex formats. LMI currently offers 10 class options, such as > ihrsa.org | A u g ust 2 0 1 2 | Club Business International 55 Moving the Masses Group Kick class: BTS BODYPUMP, BODYCOMBAT, and CWWORX; and BTS markets eight, including Group Power, Group Step, and Century. (Other group-ex producers, such as Zumba Fitness, LLC, of Hallandale, Florida, and Batuka [now Qignition], of Key Biscayne, Florida, focus exclusively on dance-based programs.) The two organizations require instructors to undergo rigorous training, and review a videotape of each candidate conducting a class before approving each as an instructor. Both companies also supply new choreography and accompanying music every quarter for each of their classes, which instructors add to their repertoire. BTS reports that monthly licensing fees range from approximately $300 to $1,000, depending on how many programs a club utilizes. This method of class delivery has steadily grown in popularity. According to the 2011 IDEA Health and Fitness Association’s Fitness Programs and Equipment Trends report, the percentage of clubs offering prechoreographed classes jumped from 22% in 2007 to 47% in 2011. “For clubs, group exercise programming from an outside provider offers consistency and quality, and, for members, results and motivation,” says Steven Renata, an original partner in LMI who now serves as CEO of Les Mills West Coast. Terry Browning, the president of BTS, concurs. “We spend millions of dollars developing and testing each program to ensure the highest-quality experience.” Clubs are reaping the benefits. “Since we added BTS classes in 2004, our group-ex participation has increased from 30 classes a week, with an average of 12 people per class, to 75 classes a week, with an average of about 20 people per class,” says Scott Gillespie, the president of Saco Sport and Fitness, in Saco, Maine, and a member 56 Club Business International | A u g ust 2 0 1 2 | ihrsa.org of IHRSA’s board of directors. (See “CBI Interview,” June CBI, pg. 32.) Prepackaged programs also make it easier for clubs to find substitute teachers if an instructor doesn’t show up or quits, allowing classes to take place without interruption. And the fact that instructors don’t need to develop their own choreography and music saves clubs considerable time, effort, and money. “For many instructors, their principal strength lies in teaching skills and providing motivation, and not so much in creating choreography,” notes Mindy Mylrea, an author, fitness presenter, and group-ex instructor for more than 20 years. “Many instructors love the ‘plugand-play’ aspect of prechoreography.” Browning points out that predesigned programs allow instructors to be more versatile. “Because they don’t have to create the material, instructors who have mastered cueing, coaching, and connecting can teach many different types of programs.” Some veteran instructors may initially resist prechoreographed programs because of their constraints, but many discover that the comprehensive training and continuing education involved improve their overall skills. “Some instructors who’d taught only freestyle classes for 20 years really love teaching BODYPUMP,” notes Stephanie Maks, the regional group-ex director for Xperience Fitness, which has 11 locations in Minnesota and Wisconsin. “The Les Mills training makes them better-rounded, which enhances what they do in their freestyle classes.” What about members? “Because prechoreographed programs build on repetition, they become familiar, increasing confidence for participants,” says Kathie Davis, the executive director of IDEA, based in San Diego, California. “Our members love BODYPUMP, and bring their friends and family members to try it,” reports Rob Bishop, the owner of the Elevations Health Club, in Scotrun, Pennsylvania. “The social component of being a part of an exciting, high-energy class also keeps new members coming back.” Importantly, licensed programs also provide marketing and business support. BTS clubs make use of a sales and marketing system that includes access to a coach, along with direct mailers, e-blasts, handouts, posters, banners, and referral cards. They also receive Group X software to schedule classes and measure, assess, and grow participation. “There’s no way we could have built the group exercise program we have today without the systems and philosophy we acquired from BTS,” indicates John Miller, the president of the Courthouse Athletic Clubs, in Salem and Keizer, Oregon. “Participation in group-ex has increased from 12% before BTS, to nearly 40% today, and our cost per student is just below $1.” In response to growing interest in LMI classes at the Powerhouse Gym, in Webster, Massachusetts, coowner Nikki Holland is planning to build a new 4,000-square-foot studio with a 13-foot stage for her club’s group-ex classes. Raving fans of freestyle It’s an ironic aspect of human nature. Some people resist licensed classes for the same reasons that others prefer them. “It’s a bit like McDonald’s––the same thing everywhere you go,” suggests Keli Roberts, a fitness educator, presenter, and author. “And prechoreographed classes teach the group, but not the individual; and they don’t allow an instructor to leave the front of the room or, really, to think for themselves.” While some members may relish the predictability, others may find their interest and motivation dissipating over the three-month period before new choreography and music debut, observes Chris Freytag, a veteran group-ex instructor, presenter, and author, and the “ For many instructors, their principal strength lies in teaching skills and providing motivation, and not so much in … choreography. Many instructors love the ‘plug-and-play’ aspect of prechoreography.” chairman of the American Council on Exercise (ACE), based in San Diego. Browning, of BTS, counters, “Instructors can create variety in their class delivery by mixing and matching different releases that they have available.” Cost may be another issue. Some clubs may find the licensing fees and other items prohibitive. However, some independent branded programs don’t charge clubs a licensing fee. Companies such as Zumba, Batuka, YogaFit, and TurboKick assess instructor certification fees and individual membership costs instead. > IHRSA/The Photo Group Zumba Fitness’ crowd-pleasing dance program ihrsa.org | A u g ust 2 0 1 2 | Club Business International 57 Moving the Masses Freedom and versatility are two of the major reasons that instructors offer for preferring to create their own freestyle classes. “Teaching group-ex is a highly creative endeavor—in the planning, and in knowing how to modify, progress, coach, and motivate,” says Roberts. Freytag agrees. “I thrive on changing my workouts and music, on reading my audience and challenging them based on who’s attending. This provides variety and excitement, a sense of pride and ownership, and keeps members engaged and the classes fresh.” Pete McCall, an exercise physiologist with ACE, contends that freestyle classes prompt instructors to be more versatile. “Prechoreographed routines only teach instructors how to lead a specific workout. It’s like the distinction between a line cook and a chef. A line cook only knows how to prepare dishes a certain way, while a chef has the education and ability to create a plethora of different dishes. “Another advantage of instructor-choreographed classes,” he adds, “is that certified group fitness instructors can vary the intensity for participants and offer modifications so that everyone feels successful.” “ I thrive on changing my workouts and music, on reading my audience and challenging them. ... This provides variety and excitement.” individual classes offered each week,” explains Nathan Aydelott, the director of marketing at EBC. Peak Performance, Basic Training, and Latin Core Rhythms are among the most popular. Of course, instructor-specific classes have their challenges, such as retraining attendees when a leader quits or a substitute fills in. Very talented instructors typically have a “following,” and, if they’re unable to teach a specific class, participation may drop off. And generalist instructors, who create and change choreography and music frequently, have to be very committed. With individually designed classes, clubs also have less control over consistency, quality, and potential safety issues. Compelling combos Antigravity Yoga: Crunch Fitness Then there are the high-end clubs, such as Crunch and Equinox, that have largely ignored licensed programs in favor of creating a unique menu of their own branded classes, which they feel sets them apart from the competition. “Crunch has a long history of providing original, innovative, one-of-a-kind dance programming, and our members have come to expect that from us,” says Donna Cyrus, the senior vice president of programming at Crunch. Among the chain’s current lineup are programs named Fly Girls, Street Jazz, Red Velvet, TuTu Fresh, Lyrical Hip Hop, and Masala Bhangra. At the East Bank Club (EBC), a premium, 450,000-square-foot facility in Chicago, the only prechoreographed workout among its 60 different types of classes is Les Mills BODYPUMP. “We provide a wide variety of classes that are club- or instructor-generated, and our members are extremely satisfied with the 185 58 Club Business International | A u g ust 2 0 1 2 | ihrsa.org Many clubs have adopted the best of both worlds by offering a blend of licensed programs along with their own signature classes. “For most clubs, it’s difficult to achieve world-class excellence in group fitness using only in-house resources,” contends Renata. “Still, there’s an important place for the talented freestyle instructor.” When, after having offered only freestyle classes for 14 years, the Elevations Health Club added LMI offerings, participation grew, Bishop acknowledges. But, he quickly adds, “We’ll always offer a blend of freestyle and prechoreographed classes; it allows us to make changes more quickly and to roll out our own new formats.” Davis stresses that variety is important to both members and instructors. “Prechoreographed classes still provide an opportunity for individual personalities and performance talents to shine through, and there’s a great mix of both prechoreographed and freestyle classes available in every major metro area in the U.S.” “We need to be open to both teaching styles, as our goal is to help people get and stay fit, active, and healthy,” concludes Mylrea. “Each teacher should embrace the style that’s best for them, their club, and their members.” —| – Julie King, [email protected]