Profitable Programming for Special Populations
By Kelli Calabrese
Programming is all about the members and produces results compared to those who join a regular membership. Fitness programming for special populations has a huge marketing potential. Programming increases retention, creates buzz and can significantly add to your bottom line. Members will pay for personalized service if they see the value. Group programming also reduces intimidation. Then, once a formula is working for one population, you can apply it to other populations.
There are so many special populations it’s hard to keep track and keep up! Here’s just a few:
| • | Weight Loss | Women |
| • | Children | Teens |
| • | Cardiac | Stroke |
| • | Seniors | Diabetes |
| • | Lower Back | Sport Specific |
| • | Young Athletes | Smokers |
| • | Mental Disabilities | Auto Immune |
| • | Cancer | Moms |
| • | Prenatal | Post Rehab |
Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
Programs are perceived as a short-term commitment with less financial risk than a long-term commitment, such as a gym membership. Offering a money-back guarantee also provides peace of mind and takes away any financial objections. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
Participants become committed to the time and the trainer. They also bond with the group. They develop a level of comfort within a facility because of both the group atmosphere and the individualized attention they receive. As they meet their program goals, retention increases and you will find that approximately 80% of program participants will become club members and that they will remain members on average longer than regular club members. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
Special Population programs can provide more revenue per member and square foot for club owners and also provide a more predictable cash flow. A premium can be charged for non-members, i.e., 20% higher than the member price. You also have the ability to control the schedule, by utilizing down time, and traffic. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
Club owners, managers and personal trainers can track what is and isn’t working and make adjustments to increase the success of any program. Surveying program participants can help to strengthen future programming. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
Results can be used for marketing. Send press releases to your local papers touting the participants subjective and objective improvements. Testimonials, as we all know, are priceless and can be used in advertising campaigns. In addition, you have the opportunity to sell complementary items and services such as supplements, equipment, journals, audios and recipe books. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
Research your demographics. What is the most important thing in their life? Market to them using photos and verbiage they use and understand. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
Plan a kick off seminar and send out press releases to local papers and radio stations that detail the program. Use internet marketing, community outreach, feature the instructors in local events, publications and on the radio, offer a referral program for existing participants, obtain medical referrals and contact local supporting agencies for the special population. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
One method I have had success with is following a participant on the radio for the duration of the program. Hearing it in their own words is very motivating to someone listening because they feel a connection to their situation. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
The instructor chosen can make (or break) the program! Find instructors who have heart and the initiative and adaptability to make the program work for each participant. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
Train the instructors in the technical skills, exercise testing, sciences and prescription as needed. Be sure they are good communicators and teach them how to sell and influence potential participants/members. Encourage them as they become more recognizable as ‘the’ expert. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
In order to acquire and keep good instructors, adequate compensation is key. Weigh what works best for both the facility and the instructor. It could be a salaried position, salary + commission, per session payment or commission only. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
The facility should have adequate space and the proper type of equipment for the program and the population targeted. It should be clean, well maintained and safe. Noise should be kept at a tolerable level and the temperature should be set so that exercisers are comfortable. Some of these groups can be combined for example weight loss for diabetics or sport specific training for young athletes.
Successful programming requires some thought and organization. Here’s just one example. Of course, you can make adjustments based upon your program, special pop and facility.
- Kick off Seminar – Exercise / Eating / Behaviors
- Assessment
– Health screening
– Waivers
– Goal setting - Education
– Scheduled seminars / meetings
– Handouts
– Web sites - Physical Activity
- Mid-point Assessment
- Education / Physical Activity
- Final Assessment / recognition
- Weight Loss for Women
- 12 Weeks
- Demographic
– Women 20+ pounds overweight
– Inactive
– Between ages of 25 and 65 - Expectations
– Lose 12 – 20 pounds of fat
– Reduce resting heart rate by 10 beats per minute
– Reduce systolic blood pressure by 10 beats mmHg
– Increase strength by 200%
– Lose 12 – 15 inches
– Drop 1 – 2 dress sizes
- Program Guide
- Audio CD – Get Started
- Companion Journal
- Coaching Dynamics CD
- 3 Supervised Group Sessions weekly
- Before and After Assessments
- Photos
- Cost – $819.95
– 36 exercise sessions @ $20 each = $720
– Feminine, Firm & Fit Program $69.95
– Before and After assessments and photos $30.00
- Seminars
- Community Outreach
- Members, past members, potential members
- Database of subscribers
- Joint ventures
- In club
- Press releases
- Radio
- Celebrities
Sample Profit
| 12 people sign up after seminar @ $819.95 per person | + 9,835.40 |
| Instructor @ $40.00/hour for 36 hours | - 1,440.00 |
| Group Fitness Assessments & Photos 4 hours @ $20.00 | - 80.00 |
| 3 orientation seminars @ $40.00 | - 120.00 |
| 12 Feminine, Firm & Fit Programs (cost $49.00) | - 588.00 |
| Profit | + 7607.40 |
A Little Math
- 12 people $7,607.40
- 24 people $15,214.80
- 30 people $19,018.50
- Grocery Shopping Tour
- Cooking Class
- Pictures
- Makeover
- Online support
- Phone coaching
- Home gym set up
- Contest or Challenge
– Acquire a prize
– Determine rules / judging
– Market contest (media, visibility)
– Connect with a charity or corporate sponsor
Of course, this type of programming does have its pitfalls. Registration is limited to class times, size and space and participants have to wait until a class begins to start. But once a successful program is up and running, you may find yourself with a long waiting list! Good luck!