Gyms and leisure centres are becoming the latest and greatest social hubs, where members don’t just go to get their sweat on – they go to get their chat on! It’s the next best fitness trend for many leisure centres around Australia and New Zealand.
Fitness centres have evolved to be so much more than just a place that you attend for a group fitness class for an hour and leave – they’re becoming their own communities. An ecosystem where people go to have a chat over a coffee after their workout. Or form social groups that meet after their sporting competition.
Knowing that the landscape is changing, it’s important to reflect on how this fitness trend affects your business. Consider how can you better serve your members who are craving this social connection within your centre.
So how can you harness this fitness trend phenomenon and apply it to your fitness centre?
Organise regular social events
If you know your member base are craving social connection and to be part of a community at your centre, then plan an event to help them break the ice. Many leisure centre and gyms host open days – a day dedicated to introducing your centre to potential new members and show your appreciation for your existing member base.
Start by scheduling a series of group fitness classes across the day – they could have themes, incorporate games and partner workouts, or be a dress up party. These classes will give your members a chance to interact, and give new members a chance to meet the instructors in a fun, intimidation-free environment.
Encourage inclusivity
On the back of regular social events, make it your goal to organise frequent coffee or healthy snack catch-ups after weekend or even mid-week group fitness classes. The idea of these catch-ups is to give class attendees an opportunity to socialise with each other and get to know their classmates and the instructor.
The closer the bonds they form with other regular attendees in the classes, the more incentivised they are to keep attending your classes! If classes are purchased in bundles or are pay-per-class, this also gives you an opportunity to increase your revenue stream by ensuring regular attendance from your members.
Be genuine and authentic
The golden rule to building a community in your leisure centre? Be your most genuine and authentic self! You should be aiming to build a community in your centre because you care about your members and their needs, and not solely for business reasons. Leisure centres are all about your members at the end of the day! And being ingenuine will just guarantee your members seeing straight through your efforts and disengage with them.
So, put your members first. Make sure your reception staff start to learn who the members are by name. Make sure your PT’s build solid relationships with members – even if they aren’t clients. Personally invite your members to join your exclusive Facebook Group for the centre and post regularly to encourage engagement.
These are just a few ways to tackle the latest fitness trend and start building an engaged community in your leisure centre.
