Latest Research on Group Fitness.
Benchmark examples of how the best GOLDS GYMS perform against the best on the Planet. Highlights of the Les Mills Ultimate Group Fitness Studio Competition
Presented by Steven Renata CEO Les Mills West Coast
4. RESEARCH METHODOLOGY
OVERVIEW
An online survey was undertaken during February/March 2011.
Clubs were asked to record and report back full details of member
attendance of both GF and non-GF for a specific week .
A total of 1,187 clubs recorded and entered data. The survey data was then
post-weighted to be representative of the Les Mills licensed club population.
Distribution of Clubs With At Least One Les Mills Program(1)
Region Number of Les Mills Programs
<=3 >3
Europe 32% 18%
North America 14% 6%
South America 9% 6%
Asia-Pacific 6% 8%
Notes: 1. Source: Data provided by Les Mills
5. RESEARCH METHODOLOGY
OVERVIEW
Proportion of Clubs That Have Les Mills Programs
Survey data
90%
89%
Les Mills Internal Data Distribution of Clubs that license specific Les
Mills program in the survey data is in line with
Les Mills internal data
58%
57%
54%
52%
34%
33%
32%
32%
31%
31%
3.46
27%
3.42
21%
17%
16%
4%
2%
Average Number of Les Mills
P
EP
M
AM
T
VE
M
E
CK
M
BA
RP
NC
JA
ST
PU
VI
'B
TA
Programs per Club
M
DY
LA
DY
SH
DY
DY
CO
AT
BA
BO
BO
BO
BO
DY
DY
DY
BO
BO
Notes: 1. Source: Data provided by Les Mills BO
6. GLOBAL GX METRICS SURVEY
OBJECTIVES
1. Provide club decision makers with better insight into trends
2. Provide accurate measure of group fitness attendance data
3. Provide benchmarks on a global scale, and what is possible as
‘stretch’ goals
4. Provide a comparison with other clubs of a similar membership size
7. GLOBAL GX METRICS SURVEY
IMPORTANCE OF ATTENDANCE AS A KEY METRIC
Attendance is the key metric in the wider club and fitness industry
but one of the least measured with many club owners tending to
concentrate on profit and membership.
“Those measures remain important, but attendance is ultimately the
biggest driver of membership, customer engagement and profit, and
as such, it’s our biggest indicator and risk to financial success. It’s a
critical measure that we are currently lacking awareness of as an
industry, yet it’s vital to have data if we want to learn and grow.”
Phillip Mills, CEO, Les Mills International
8. KEY FINDINGS FROM THE RESEARCH
• The average club attracts 676 weekly GX attendances
• The Top 100 clubs attract an average of 2525
• The Top 20 clubs attract an average of 3880
• The Top 10 clubs attract an average of 4656
• LES MILLS Classes amongst top performers attract higher total class
attendances on average
• Average of 37 participants vs. 29 for other classes (on average)
9. KEY FINDINGS FROM THE RESEARCH
• Average GX attendance is 33% of club attendance
• Top performing club has 57% of club attendance
• Industry average is 10 -20% range.
• LM GX participant visit a club on average 3.4 times per week
• In the US the average participant visit to a club is 1.92
10. KEY FINDINGS FROM THE RESEARCH
GLOBAL RESULTS: TOP 10 PERFORMERS
Weekly Group GF Share of
Fitness Total
Ranking Club Name Attendances Attendances Region Club Size
1 LES MILLS AUCKLAND CITY 9658 57% New Zealand Large
2 IKSU SPORT 8358 36% Sweden Large
3 THE EDGE 4134 30% USA Large
4 ANONYMOUS 4048 48% Spain Medium
5 ESPACE VITAL 3927 NA Belgium NA
6 SPORTIUM COYOACAN 3624 65% Mexico Large
7 THE PEAK 3376 33% UK Large
8 LES MILLS WELLINGTON 3316 34% New Zealand Large
9 LES MILLS NEW LYNN 3302 50% New Zealand Large
10 24h FITNESS_00955 3260 NA USA NA
11. KEY FINDINGS FROM THE RESEARCH
GOLDS RESULTS: TOP 10 PERFORMERS
Global Weekly Group Fitness Attendance Ranking
Weekly Group Total Weekly GF Share of Total Club Total Weekly GF
GOLD's Global Fitness Club Total Membershi Vis per Attendances Les Total Weekly
Ranking Ranking Club Name Attendance Attendance Attendances p mem Mills Only GF Classes
GOLD'S GYM
1 22 STERLING 2872 9179 31.3 5695 1.6 1494 95
GOLD'S GYM
2 69 NORTHWEST 2052 9959 20.6 11000 0.9 1406 91
Gold's Gym -
3 125 Brownsville 1748 1085 67
Gold's Gym -
4 145 Poughkeepsie 1688 1364 55
Gold's Gym -
Corpus Christi -
5 168 South Staples 1600 1044 72
Gold's Gym -
6 178 Fairfax Station 1574 1019 65
Gold's Gym -
7 203 Austin - South 1491 951 63
Gold's Gym -
Austin - Hester's
8 230 Crossing 1419 1017 63
Gold's Gym -
Austin - Bee
9 271 Caves 1296 893 52
Gold's Gym - San
Antonio - Bandera
10 317 Trails 1198 788 68
12. KEY FINDINGS FROM THE RESEARCH
GOLDS RESULTS: BENCHMARKING AGAINST THE BEST
Benchmarks:
• Best GOLDS was GX attendance per week: 2872
• Top 10 Average GX attendance per week: 4656
• Best GOLDS Average GX attendance as% of total club visits: 31.3%
• Top 10 Average GX attendance as % of total club visits: 50%
• Best GOLDS total average member visits per week 1.6
• Top 10 total average member visits per week 1.58
Best KPIs to use for Ranking
• % GX visits as a proportion of total club visits
• Average number of club visits per member
Low Sample Size from GOLDS CLUBS in 1st Global Survey
13. We believe the real value of the
data comes from looking at the
opportunity it presents…
14. There is absolutely a
commercial connection
between group fitness
attendance and
long-term profitable clubs
15. IMPORTANCE OF GX TO YOUR BUSINESS
Les Mills Scoreboard survey follows other industry research about
the impact of GX on club growth and profitability:
•Nearly 40% of people cite GX as the biggest influence on how long they
stay a member of a club
•60% of people rate GX classes as the most important factor for
choosing to join a health club
•One extra visit per week from each member can increase retention by
around 3%
•GX member retention rates are higher than other member retention
rates, on average
•Satisfied GX members refer people 3 times more than other club
members
16. IMPORTANCE OF LES MILLS GX TO BUSINESS
BENCHMARKING AGAINST THE AVERAGE AND THE BEST
• The average Les Mills licensed club has ±500 more members per club
than the global average
• 14,000 Les Mills licensees have an average of 1433 members per club
• Globally clubs have 930 members on average
• North American clubs have 1515 members on average
• Clubs offering Les Mills GX can charge higher membership fees on
average
17. #1 PERFORMER – LES MILLS AUCKLAND (NZ)
MEMBERSHIP AND GX NON MEMBERSHIP DUES
• Les Mills Auckland, New Zealand
• Average of 10,000 group exercise attendances each week
• Comparatively high membership fees of $100USD p/month
• Charges additional fees for specialised programs
• Example: 1900 members each week (19% of attendances)
pay to attend RPM™ (cycling) classes, which generates
USD$6000 in weekly revenue on top of membership dues
• More than 55% of visits are to do a group class, despite
charging some of the highest monthly membership prices in
the city
18. Increasing sales will increase profit in the
short-term, but more people in the door is
the key to a sustainable and successful
business.
19. A new business model is needed which
focuses on getting more people through the
club door, more often.
34. KEY FINDINGS FROM THE RESEARCH
PROGRAM GENRES – WHAT’S HOT, WHAT’S NOT?
Just five program genres comprise 75% of group exercise attendance every
week. In order of market share, these are:
21% Strength And Weights
19% Cycling
14% Mind And Body
12% Dance
9% Martial Arts
GOLDS LORTON – BODYFLOW
GOLDS LAKE RIDGE - 5:15 am
34
38. Slide 37
Jv3 The Scoreboard chart has Clubname instead of program name. Also not 100% sure you want to be showing the relative weakness of
the lower programs when they are having problems with Vive etc?
JODAR vanessa, 7/8/2011
39. THE POWER OF WOW
STUDIOS
LES MILLS ULTIMATE STUDIO SEARCH
40. 39
STUDIO AMBIENCE DRIVES ATTENDANCE
Source:Nielsen Consumer Survey
53. ACTION PLAN
WHAT THREE ACTIONS WILL YOU TAKE TO
MAXIMIZE GROUP X AND GROW YOUR PROFIT
AND PERFORMANCE?
www.lesmills.com
steven@lesmills.com
Notas do Editor
Do we have to change the numbers? Do we even want to communicate on 1200 clubs? Last sentence doesn’t make sense to clubs
Do we have to change the numbers? Do we even want to communicate on 1200 clubs? Last sentence doesn’t make sense to clubs
Note that the participant visit to club is member traffic and a Nielsen vs IHRSA stat (not a attendance proportion of club membership as in Scoreboard)
2 MINUTESWhat’s your message:How can you get your program offer right? First, you need to better understand your club’s positioning and main target market so you can match your GX offer to your target market.Presenters: use that slide to explain the 6 types of emotional benefits people look (in orange) and how they want to ‘feel’ or what they want to experience (in grey). Don’t talk about the Les Mills programs’ positioning yet.Enhance slide with:This psychographic research model – or “Needscope Model” is one accepted way of summarizing customer attitudes and beliefs about products and services.It illustrates emotional needs consumers hope to have fulfilled with their choice of club and workout experience (Explain the 6 types of needs; don’t talk about Les Mills programs for now)As an example, Les Mills Auckland (urban club with a huge majority of young active) is positioned on the right of the model, in high energy/power/perfection
Fitness-Studio ONE in Dornstetten, Germany State-of-the-art club operating in a former car dealership!GX studio has breath-taking views of the Black Forest, with glass walls creating a unique experienceOwner Frank Schmid set out for every participant to have a very special fitness adventureJudges were particularly taken with Fitness-Studio ONE's use of natural light and the ability to see both in and out of the studio. Really innovative to share the experience with people outside
Another photo from Fitness Studio One.It’s a far cry from the business Frank Schmid bought 14 years ago; a space that could only fit 12 class members at a time. In a town of just 10,000, the club was also under threat from new gyms nearby.Frank’s first goal was just to survive, but he systematized the studio side of his business by introducing the Les Mills Group Fitness Management approach as he introduced the Les Mills BODYPUMP® barbell class. Soon, so many crammed into his tiny gym that he needed a bigger venue. Fitness-Studio ONE reinforces Phillip Mills' belief that group fitness can transform a gym financially. Frank has succeeded in a hugely competitive market, based on group X. He invested and made a commitment to give his members an outstanding environment for their workouts, and they've responded to that.
Half a world away in St Johns, Florida, First Coast Fitness was our other winner.A group X only club featuring a 2000-sq-ft Zenterra Bamboo fitness floor, designed specifically for yoga and group exercise. A high stage adds to the theatre effect, and a sophisticated lighting system creates a range of spectacular effects.
Another shot of First Coast Fitness.Lighting has really enhanced participants' experience, and people feel really comfortable to explore their own fitness levels – lots of classes feel just like a party!The judges were impressed with the personal feel in the group x room – creating a dynamic environment that's exciting, and most importantly, enticing.
Circles outline spacing for people doing group x classes – really innovative, fits a lot of people in, people know how much space they need.
Deliberately packed close together for that real ‘pack ride’ feel.You can feel and smell mood in the room!
Riders are deliberately close to the instructors – for intensity