Group fitness drives gym profitability

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Group classes increase profits.

An independent survey revealed that group fitness classes are a key driver of gym attendance and help in the retention of members.

The Nielsen survey of 3080 participants in Les Mills group fitness classes worldwide showed more than 85% of members visited their clubs at least twice a week specifically to take part in the classes and that nearly 43% visited a minimum of four times a week.

The International Health, Racquet and Sportsclub Association (IHRSA) estimated that US fitness club members on average attended their clubs 1.75 times a week.

However, the Nielsen research revealed the average increased to 3.4 attendances a week when participants attended a Les Mills group fitness programme.

And with an increase in attendances at gym facilities comes an increase in profitability, according to chief executive officer of MEFITPRO and agent of Les Mills in the Middle East and India, Greg Boucher.

"Research undertaken by the Fitness Industry Association (FIA) in the United Kingdom shows that the single most important thing health clubs can do to boost profitability is to increase the number of times their members attend.

"Once people try the Les Mills classes we find we have a very high rate of retention and this is particularly true in the Middle East."

"When people come to the classes they don't look anywhere else as it doesn't matter who is taking the class as they will talk the same routine, the quality is the same and all the instructor is doing is bringing across their individuality, whether it's their personality on stage or their performing skills," said Boucher.

With more than 50 clubs in the Middle East registered with Les Mills and with the launch of the first three clubs in India, the region is embracing group fitness programmes, according to group training systems manager for MEFITPRO, Karen Gunning.

"The recent growth in fitness clubs in this region and the attention to detail of operators professionalising their service standards will see this number grow to more than 80 clubs by 2009," she said.

"Other regions outside of the UAE are starting to join the trend and introduce Les Mills into their clubs, with a huge demand now coming from Saudi Arabia, Bahrain, Iran, Kuwait. And moving this into India, the numbers you see today will easily double," Gunning added.

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