Comments: Hey John I just recently moved out of the box clubs (LA Fitness for one) I was working at and started classes at a small studio. I have never done any marketing work and wondered if you could help guide me. Do you have any materials I could use for local news papers or any other suggestions for me. I would really like to get a few more people into this studio. Have you been enjoying that summer weather in Minnesota this winter?
Thanks,
Richard
I'll answer your second question, first Richard. I love the nice weather… but hate what it's doing to my class attendance đ
The answer to your first question; Heck Yes!
Over the past 4 years we've posted a bunch of practical tips and ideas an Instructor or Studio owner can use to build class attendance.
I say we because a lot of the information has come from studio owner and Indoor Cycling studio start-up business consultant Bill Pryor. Bill runs two very successful studios and has contributed a wealth of information on getting people into your studio.
Beyond word-of-mouth, a Google search is the top way people will find your studio. Bill and I have a lot of experience on this topic and produced a series of free podcasts and informative articles at Fitness Studio Marketing focused on making your studio more findable online. This link will take you to the iTunes page where you can subscribe.
We also have a resource for Indoor Cycling Studio Owners that you will find helpful. It's for members only, but free to register.
Have you tried asking other Instructors their ideas? Our community at Pedal-On has a lot of very creative people who I'm sure can offer some ideas.
Here's a great opportunity for Indoor Cycling Instructors and Studio Owners to attract and serve a new demographic of riders – active seniors!
With over 12 MILLION members and 13,000 locations, SilverSneakers is a kind of quiet giant in the fitness industry. Participating senior citizens, across America, can take advantage of free access to health clubs and wellness centers that's paid through their health insurance.
The SilverSneakers FLEX program is designed for individual Fitness Instructors wanting to offer classes and activities at non-traditional locations. I've never stopped to ask, but I'll bet the large group of seniors we pass exercising in a local park on our Sunday AM bike ride is a FLEX class.
FLEX could be the perfect way to add some additional classes to your studio's schedule. Our FLEX approved Parkinson's Cycling classes are best conducted between 10:00 and noon. Seniors tend to eat dinner early (join us for the 4:30 blue plate special) so they might be open to a Senior Cycling class around 3:00pm.
FLEX Instructors are paid directly by SilverSneakers, so there's no cost to the participants. You can learn more by listening to this interview with Stephanie Wong – the Vice President, Field Operations for SilverSneakers' parent company Healthways, Inc. You can email her with questions; stephanie.wong@healthways.com
SilverSneakers is an industry-leading fitness program for older adults. It is delivered through a nationwide network of participating fitness locations such as YMCAs, CurvesÂŽ, gyms, wellness centers and other facilities.
Our qualified SilverSneakers instructors will have the training and skills necessary to meet the needs of a rapidly growing population that values high-quality, personalized service.
Interested in finding out about our new FLEX instructor program? Click Here to download the program brochure.Â
Interested in becoming a SilverSneakers instructor? Click Here for more information.
I've been doing some consulting with potential cycling studio start-ups and a common question has been; should I consider leasing vs. conventional financing / paying cash?
My feeling is (to use the expression) Cash Is King for any small fitness business. If you listen to any of the past interviews (you'll find them here) I've done with Indoor Cycling Studio Owners, there are two common themes that keep coming up:
Studio build out and equipment costs are always considerably more than what's initially forecast in the business plan.
The business's cash flow doesn't ramp up as quickly as forecast.
Does it make sense to lease your Indoor Cycles… and possibly some of your other upfront hard costs like the audio/AV system, computers, technology PIQ/Spivi and possibly your studio's website? Saving your available cash or line of credit to carry you through a slow start (or surprise expense) maybe a good strategy. But it's a rather complex question to just offer a simple answer.
So I've found a fitness equipment leasing expert and I have an interview scheduled with him for this Tuesday Nov 4th. I met Joe Schmitz from F.I.T. Leasing at the past IDEA fitness conference and felt very comfortable talking with him. He's been in the equipment leasing business for a long time and he's agreed to help me explore the ins and outs of leasing.
When does leasing make sense for a new studio – or an existing studio looking to upgrade to new equipment?
When doesn't it?
Should I lease my indoor cycles directly from the manufacturer?
What other costs can be included, besides new Indoor Cycles?
What is the approval process?
Is it more difficult to get approved for a lease vs. a bank or SBA loan?
What documentation will you need?
Is there anything you want to do, or prepare for, in advance of needing your lease funds?
What happens at the end of the lease?
Explain any tax benefits of leasing vs. conventional financing or paying cash
Do you have specific questions you would like me to ask Joe? Â Let us know by Tuesday Nov 4th 10:00 central.
This interview will be published by Friday next week.
Please use the contact form below to explain your questions with as much detail as possible. Also include additional methods of contacting you if you'd like a personal response.Â
Looks like a beautiful city. Image from paxgaea.com
Helping prospective Indoor Cycling studio owners with their business planning is part of my Instructor Employment Initiative – encouraging the formation of new studios… which creates more places for Instructors to teach and will (at least I'm hearing) create upwards pressure on class pay rates!
ICI/PRO member Rowan Platel contacted me recently with questions about a future cycling studio he is planning.
Thanks John.
I am looking for as much help and guidance as I can get, so I will let you know my plans and see if you have any words of wisdom (outside of all of the information I will be reading from ICI.
Basically, Indoor cycling centres in Perth WA don't exist yet, but the spinning community is there through fitness centres, and the cycling community is large. My goal is to open an indoor cycling centre that is funky, but very up to date from a technology standpoint, and bringing in the best instructors/coaches I can. I want to give the users the ability to set and exceed their goals through data driven results, combining the best instructors, with the best principles and training methodologies, and the best technology.
There are a few good examples on the east coast of Australia, but none here.
I really want to cater for all indoor cyclists, whether they are “spinners” looking at more fitness goals, or cyclists looking at performance goals.
Absolute key for me is User Experience. I think your website will help a lot there. I want to make this addictive, fun, yet high performance.
Currently, I am looking at Wattbikes and using their group software and user App based software for real-time data.
I suppose what I am asking for is any guidance or thoughts you have on this. If this isn't the right forum to ask this, please feel free to ignore this email.
I am very keen on finalising the tech specs, so I can start to plan a fitout and get cracking!!!
Cheers
Rowan
When time allows, I try to be available for a call to discuss whenever I get well thought out questions from ICI/PRO members. My response:
I've done a fair bit of consulting with new cycling studio owners – often acting as a sounding board to bounce ideas off + I can be helpful by questioning your assumptions, so you don't end up with an empty studio.
Skype sometime?
John
Rowan and I connected via Skype. Turns out that Perth WA is on the exact opposite side of the earth, so my 8:30am was his 8:30pm đ With his permission I recorded our call to share with you!
Listen below or subscribe to our free Podcast with iTunes or Stitcher
During the call I mentioned that we have two excellent Podcasts that deal with the introduction of Power/Technology.
Life Time Fitness is hiring! If you've always wanted to teach Indoor Cycling or Group Fitness, at one of their 100+ beautiful upper-end big box clubs, this is could be your big chance đ
They (LTF) are all about member experience. The equipment (awesome sound system/twin big-screens for video + FreeMotion S11.9 Indoor Cycles with power) and their studios are fantastic. Their pay is respectable and you aren't forced to use music that's provided for you like at LA Fitness.
What should you do?
First, so you know, I know LTF đ I'm lucky to live smack dab in the middle of four Life Time locations – with regularly scheduled Indoor Cycling classes with them since 2008.
#1 Read through these articles. We've helped dozens of Instructors get hired by Life Time
Our Mission is to provide an Educational, Entertaining, Friendly and Inviting, Functional and Innovative experience of uncompromising quality that meets the health and fitness needs of the entire family.
Don't take knowing this mission statement lightly – it's not optional. YOU WILL BE ASKED TO RECITE IT AS PART OF ANY AUDITION.
#3 Go to your local club location and find the the sign that looks like the image at the top of this page. It will include information about the audition schedule, name of the Dept Head running the auditions, etc…
NOTE: Some locations might not have immediate openings, but I wouldn't let that stop you from attending and showing your stuff!Â
#4 I'm big on taking bold action, so I'd recommend finding a way to meet with the Group Fitness Dept Head, before the audition day, in person > if at all possible. You might ask the front desk if he/she is available right now.
If yes, then introduce yourself and expressing your enthusiasm for being part of her/his Instructor team. Ask an open ended question like; “what can I do to prepare for the audition?” and then listen. Now isn't the time to sell yourself… unless you are asked a specific question. Be respectful of their time and say so; “I know you're a very busy person, my objective to let you know who I am and that I'm very excited for the audition on ___________ and look forward to seeing you again then.
That's it, unless she/he appears to have more time for you. Be very careful not to ask anything beyond advice.
If no, ask when would be the best time to call and what number. They work crazy hours, so I'd call at different times until they answer – I wouldn't suggest leaving a message or emailing. Call until you get through. Tell them about your interest in teaching for them (again, NO SELLING) and then ask if you could meet them for two minutes to introduce yourself in person. Give two very specific days & times – DO NOT ASK; “what would be a good time to meet?” Busy people hate it when they're asked that… but they love when you give them a solid time that they can easily say yes/no to. Then follow the above.
No worries > they'll train you! Life Time realises that they need to develop/train people passionate about fitness, to become Instructors, through their Life Time Academy.
Group Fitness Instructor Training Overview
The Life Time Academy Professional Fitness Specialist program provides a unique educational experience of on-line, in classroom and hands-on learning, integrated with practical experiences that prepare graduates to succeed as a Professional Fitness Specialist in their respective area of emphasis.
The emphasis of the Group Fitness Instructor Program provides a quality educational experience that prepares graduates to succeed in the area of group fitness instruction, whether they are new to the industry or expanding their skills.
Topics covered in the Life Time Academy Group Fitness Instructor Training (GFIT) 50-hour program meet or exceed all the required standards set forth by the American Council on Exercise to achieve certification as well as the practical skills to lead a best-in-class group fitness experience.
With an 8-week curriculum, totaling 50 contact hours, the instructor-led coursework consists of approximately 30 hours of online study (reading, videos, activities, assignments and quizzes), 16 hours of in-club lab class time and 4 hours of practicum.
Curriculum includes:
Exercise Science Foundations
Essentials of Group Fitness
If you don't have a certification, I would ask the GFDH during your intro meeting for their advice for getting your training. LTF has multiple workshops throughout the year where you can receive the training you need.
Good luck and let me know when you're successfully on the schedule! Â
