HOW TO CREATE AND SUSTAIN A SUCCESSFUL GROUP FITNESS PROGRAM
What You'll Learn:
What Type of Space Is Needed?
Is Equipment Necessary?
How to Hire and Retain Quality Instructors
What Type of Class Formats are Best?
Communicating Your Program
Enhance Your Program With Wellness Talks
How to Get (and Keep) High Participation
As competition for tenants in the crowded Class A commercial real-estate space only gets more intense, how does your building stand apart from the rest to continue to attract and retain tenants?
WHAT TYPE OF SPACE IS NEEDED?
You don’t need a fitness center to provide your tenants with a fitness experience. All you need is a moderate to large conference room with some form of ventilation or windows, low-pile carpeting, tile or wood floor. Outdoor spaces can - and should - be used in moderate climates or when the weather is cooperating.
IS EQUIPMENT NECESSARY?
No equipment? No problem. Quality instructors are experts at providing challenging full-body workouts in a variety of formats without the use of equipment.
HOW TO HIRE AND RETAIN QUALITY FITNESS INSTRUCTORS
Although it might be tempting to call your favorite yoga instructor or personal trainer to provide services at your building, a better option is to engage the services of a reputable fitness center management firm.
A staffing firm takes care of recruiting and vetting qualified and insured instructors in a variety of formats. They ensure classes are never cancelled when instructors are out of town, call in sick or simply get tired of teaching.
WHAT TYPES OF CLASS FORMATS ARE BEST?
Do you know which classes your tenants are most likely to attend? At what day and time? Many staffing firms, including Vivecorp, will take an in-depth population survey to gauge interest and craft a fitness program to best meet the needs of your population.
COMMUNICATING YOUR GROUP FITNESS PROGRAM
Getting word out to your tenants can be challenging. Do you have a communication strategy in place to regularly inform your tenants of classes without bombarding them with too much, or to little, information?
We recommend starting with a fun kick-off event, like an Open House, where tenants can meet the instructors, view a class schedule and learn how to register for classes. Healthy food, games and fitness-related prizes are all good ways to increase participation in these types of events.
Take time to examine your communication avenues and confirm with tenant liaisons the cadence with which you can contact their employees. Create a “brand” around the program so tenants, and their employees, instantly recognize and are drawn to communication about your fitness programming.
What about social media? Does your building have a dedicated Instagram channel? Use it to showcase tenant interaction around fitness events. Have tenants post their own pictures and tag your building’s account to increase reach.
ENHANCE YOUR PROGRAM WITH WELLNESS TALKS
Not all tenants will be interested in your fitness programs. But they might engage in a nutrition seminar, a running clinic or a series of mindfulness classes. Consider adding quarterly wellness programming to complement your fitness offerings.
HOW TO GET (AND KEEP) PARTICIPATION HIGH
It’s not recommended to “set and forget” your fitness services. Population surveys will let you know what classes are working and what classes are not. Class formats fall in and out of popularity, so taking stock of your program at regular intervals will help you evolve your offerings before participants lose interest.
It’s also important to understand the flow of tenants. The days and times of your classes might have worked when the program started, but work demands change constantly and class days and times might need to shift to accommodate them.
The benefits of group fitness go beyond the physical. Creating a program not only enhances the wellbeing of the participant, it can also create a sense of community among your population and increase participation in other programs and services.
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