Turning up the heat on Freestyle       (Heidi Brady 27 Jan 2006 – Mob 0419 558 102)

After much thought in recent years and eventually accepting that I have not been able to locate the answers I was looking for myself, I turned to others outside of fitness centres (being leaders in the industry) for their thoughts and advice.

My question … how do we get the message “out there” that freestyle group fitness programs are valuable, viable, beneficial and still “a hell of a lot of fun”. 

Any freestyle instructor knows the challenge of developing a class, and the fun of enabling their participants to succeed with either the “journey” or the finished product depending on the intended goal.  We also know the feeling of our participants “wanting more”, and the fun of the challenge (recognising the time and effort) involved in this.  We also know how much enjoyment we get out of sharing new ideas and giving them our own flair, purchasing and using new music that we know out participant group will love!

Research constantly reinforces that the risk of boredom is reduced through variety.  How does that saying go …”variety is the spice of life”.  In the fitness industry, it is also recognised that variety and change to exercise routines is the key to maintaining interest and “coming back for more”.  We have seen this with the fitness industry itself … those who have been instructing for many years will recognise just how much growth and change the industry has experienced.  When talking with people who have “dipped their toes” into a fitness program but not remained, the common view is because they were bored.  This is reinforced by participant survey comments within our centre … the variety of classes, moves and music keeps them motivated to keep attending. 

Much has been done over the years with the evolution of a wide variety of group fitness programs and multitude of class styles.  This includes cardio based and weights based programs, through to a range of mind body programs.  There is a great deal of promotion targeting instructors regarding the various programs, as well as to the numerous fitness centres outlining the way in which they can increase their client base and ultimately their number of dollars.  In recent years, this is where the problem has arisen.  Instructors and centres know what programs are available for both the greater population and their participants, but when group fitness programs are marketed (especially to those who don’t attend a fitness facility, or never have) what is the product they see?

So here is the issue.  We have variety based group fitness programs versus formula based group fitness programs on offer at our centres, but perhaps only the centres with formula based group fitness who are benefiting within the industry.  Granted … the licensing fees assist with marketing the product (as it should), and the greater the offering of the product (in a larger number of facilities) the greater available audience (general population).  Being so enthused by the fitness industry, I feel saddened when talking to those operating small centres.  There are small fitness centres who no longer can afford to conduct a group fitness program.  The marketing strength of formula based programs means clients wont attend a centre unless they offer it.  The small centre in turn has problems offering the formula based program because the costs involved are crippling the business, especially with a small population where it is not viable to conduct more that only a few classes per week.

There is no doubt that formula based programs benefit a range of people.  It is well accepted that clients enjoy the feeling of success … if they know the moves and the music it enables them to feel some sense of achievement.  Formula based instructing is greatly beneficial for new instructors.  As a coordinator, when your new instructors conduct formula based programs, you are reassured they are “delivering the goods”, and providing the moves.  You know the moves and the music works.  It is safe, and there is a high likelihood that your regulars will be happy.  It also provides the instructor with a positive sense of achievement (they don’t have to struggle with class development, they simply learn the specified program).   Personally even with many years of instructing experience, when on holidays I feel like a fool entering a formula based class when all the clients except for me have mastered the routines.  But this actually works to my advantage … I get to feel like a beginner again and experience the difficulties associated with keeping up with the choreography, which actually enhances my own instructing skills.

So here is the challenge for us all … in my search for the solution.  As an industry, it is time to promote variety based group fitness programs.  They are obviously still viable … they must be … we have the likes of Filex and Network, as well as the multitude of other educational providers, enhancing our skills and enabling us to keep up to date with new and current information.  The major difference in the programs is the number of dollars available for marketing.  When phone clients ask for a formula based program … they have seen the “glossies” in a magazine … of course they assume it is the only program available. 

No doubt, just raising this topic for consideration will not impress some readers.  It is well recognised there are benefits to our current and prospective clients in all group fitness programs … not matter what program they choose to attend.  Simply “participating” will benefit their lives and create positive change. 

So … how are as an industry are we going to market freestyle variety based classes to the greater population.  There is an excellent support network in “fitness land” which seeks to continuously develop and enhance our freestyle skills.  We are missing one key element when comparing variety based programs to formula based programs … the marketing!

Here are some of the benefits of freestyle variety based classes that may kickstart the marketing campaigns:
• Variety is fun and flexible.
• Variety based programs cater to beginners … the classes have the ability to be modified to suit the participant group.
• Variety based programs are inspiring and surprising.
• Variety reduces boredom.
• Variety and change allows the body to be challenged and therefore improve.
• Variety retains and enhances motivation levels.
• Variety based programs cater to various levels of ability … pregnancy, older adults, some participants with health issues or injuries, other groups such as those with a disability.

No doubt there are many more benefits being promoted by individual centres, but the need is for a coordinated effort – mass marketing - perhaps being achieved via the membership fees to registration bodies.   The next challenge is to get the word out to the general population (not part of a health and fitness program), that freestyle variety based programs are the fun and motivating way to health and fitness they have been looking for.