The fitness industry is in flux.
What used to work, doesn’t anymore. The competitive landscape is changing, creating both threats and opportunities for both existing players and new outfits alike.
In this time of uncertainty, one thing’s for sure: more people than ever want to proactively look after their health and fitness. And as this new group of people enter the market, crowding into a sweaty large group class isn’t an appealing prospect for a newly infection-conscious population.
Introducing: the Small Group Personal Training (SGPT) model. Here’s why it works.
With the digital revolution in full swing, the fitness consumer is better informed and more discerning than ever before. There’s a growing population of clients that want a “grown-up”, client-focused fitness model that offers more than the traditional approach can provide.
Many of these same people are understandably anxious about infection control when it comes to the fitness experience. The SGPT model offers a more controlled environment than the mainstream pay-and-play approach, operating on a booking system that allows us to keep numbers to a minimum and enforce strict infection control measures.
“Members get a client-centric experience that keeps them coming back, year after year.”
SGPT is held in groups of up to six clients with one coach. This format makes sessions more engaging, lively, and interesting for the client – boosting motivation, introducing an element of competition, and encouraging camaraderie. When implemented in a facility, this group model brings people together, making fitness more than just a box to be ticked. Going to the gym becomes part of the client’s social life, helping them form connections and feel part of something bigger than themselves.
1:1 PT is a very inflexible arrangement for both the client and the gym. The client can only come in to train when his or her particular coach is working. The gym is stuck trying to cater to their various clients’ schedules.
With SGPT, if you have created your Training Manifesto and Programme Blueprint properly, you have continuity of training across every session. This means that clients can book into any one of many sessions every week, with whichever coach is working, and they’ll get the same great experience.
This is also much better for the gym owner, who knows that his or her clients are loyal to the establishment itself, not the individual trainer. When a coach leaves, their clients stay, keeping your steady revenue intact and reliable.
The results we get from SGPT are just as good, if not better, than those from 1:1 PT. The instruction from the coach is just as personalised and individual; the range of exercises is the same (don’t forget that most people need to do most of the same thing anyway, so putting them into groups still meets their needs).
Add to this the community, team spirit, and group motivation in SGPT, and you’ve just bumped up your members’ drive and accountability a good few notches.
“SGPT not only gives your members a great experience of fitness: it’s sustainably profitable, too.”
All of the above mean that members get a client-centric experience that keeps them coming back, month after month, year after year. It makes better financial sense to keep an existing client than to secure a new one. Plus, longstanding, loyal members become evangelists for your brand, driving credibility, authority, and reputation.
1:1 PT is expensive for the client, and, unless you bump the prices right up, doesn’t make much sense for the gym either. SGPT provides a middle ground with the best of both worlds. It’s less pricey for the client and works out at a better bottom line for the establishment.
Because of this pricing “sweet spot” that works for both the client and the business, SGPT produces a greater yield per client. In the “hands-off” traditional model, the focus is on having many members, all paying a middle-of-the-range price – say between £25 and £60 a month. If you offer 1:1 PT, your revenue will increase, but the amount of manpower needed to staff the model makes the profit margin limited. With SGPT, the client to coach ratio means that we can make more money from fewer members, while still offering a premium client experience that merits a higher price tag.
Customer lifetime value
All of these factors combine to boost one of the most important metrics for any business: customer lifetime value. This is the total yield that you get from a customer over their entire period of contact with the business, and has a direct causal relationship to profit. In short, SGPT not only gives your members a great experience of fitness: it’s sustainably profitable, too. Win-win.