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> August 2012
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38 Get Gens X and Y!
43 Nutrition Needed
48 London ’12 Olympics
55 Group-Ex Options
71 Aerobic Accessories
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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 >
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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
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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
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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
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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]