relaunch your group fitness … · every les mills® licensee has all the resources they need to...

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RELAUNCH YOUR GROUP FITNESS PROGRAMMESThe goal in budget relaunches is to hold a great event while minimising cash outlay and maximising trade-outs, sponsorships and no-cost opportunities. Here are some ideas to get an overview of how budget relaunches can be resourced. Every Les Mills® licensee has all the resources they need to organise a relaunch of their programmes every quarter. They are:

• Instructors who have attended Quarterly Workshops and have up-skilled to deliver the new releases

• Members who are excited to learn the new “moves” and hear the new music

• World-class marketing materials available for free on ClubNet

• No-cost strategies to attract non-members to relaunches

• Sales consultants to convert non-members into members

Top tips for organising your relaunches

ACTIVITIES ORGANISATIONAL AND FUNDING IDEAS

Set-up

Stage

Sound

Special lighting

Effects (e.g., dry ice)

Use your studios for new release classes

We advise you to perform the new release classes inside of your studios for a no-cost event. With restricted resources it is better to use your trade-out and sponsorship options to “invest” in the party atmosphere to create real impact for attendees. You will enjoy the rewards from bigger venues during larger relaunches.

Promotion

Posters

Flyers

Free passes

Timetable handouts

Email campaign

Website

Facility newsletter

Local newspapers

Follow up of lapsed and low-usage members

Mostly zero-cost activities

Use an in-house colour laser printer for posters, flyers, free passes and timetable handouts.

If you don’t have a colour printer, find a commercial printer and trade a membership for the printing required.

An email campaign has virtually no cost. Design the content in-house with a simple layout and send it to your database.

Use artwork from ClubNet, which is free to licensees, to create website and facility newsletter content for zero additional cost.

Follow up lapsed members by phone for no additional cost.

For external signage, invite the sign writer to be an event sponsor or trade their services for a membership.

Reward members who have referred a guest who has joined (e.g., with a free month’s membership).

BUILD YOUR RELAUNCH SUCCESS OVER FOUR TO SIX EVENTSIt takes time to get the most out of any new system. From global experience, we know that it can take 4-6 relaunches to fine-tune and optimise events.

So, with events occurring every quarter, it can take 12 to 18 months to get the most out of your relaunches.

Need more advice? Contact Club Solutions on +44 (0)20 8586 7332 or at [email protected]

ACTIVITIES ORGANISATIONAL AND FUNDING IDEAS

Party atmosphere

Food

Drink

Competitions

Raffles

Prizes

Children’s entertainment

Use some trade-outs and sponsorships

Members may have businesses they want to promote by offering free drink/food at the event.

Similarly, local businesses may welcome the opportunity to promote themselves at no cost to the facility in order to access a group of potential new customers. Take note of any new restaurants/cafes and approach them.

Plan competitions and organise raffle tickets. Prizes should be obtained by sponsorship or trade-outs. Be bold! Some licensees have managed to get trips for two or flat-screen TVs as prizes by offering local businesses representation at an event and on event marketing material.

If your club doesn’t offer childcare, follow the example of licensees who have traded the hire of bouncy castles, face painting, etc. for a membership or sponsorship. If you have childcare, save your trade-out and sponsorship options for other areas of the event organisation.

Instructors

Team-teaching new release classes

Spotting technique for attendees

Hosting

Pay instructors

While the majority of facilities do not pay instructors to practise (as they have to learn the new choreography anyway), it is important to pay instructors their full class rate for team-teaching. The impact of team-teaching is dramatic and makes the classes much more exciting for attendees.

Instructors spotting technique during classes and instructors hosting the event are usually paid a set rate for the event.

If possible, we advise paying the same set rate to all instructors for each relaunch so that they attend for the entire duration of the event, irrespective of whether they are performing, hosting, spotting technique or if they are providing “general support”. All their contributions are extremely valuable to making each relaunch a success and standard event pay rates ensure that all teachers feel part of a united team.

NB: This summary is a very brief overview of the Les Mills Relaunch manual.

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www.fitpro.comBy arranging a small event to begin with, the financial risk in the early days of using your relaunch system is very low. If you apply the basic approach to relaunch, costs are minimised and any financial risks are substantially reduced. And you can still enjoy the financial and non-financial rewards of hosting such events from event number one. Over the next 12-18 months, you can start to plan larger events; contact us for more information.

Overview of the activities required when counting down to your relaunch event

ACTIVITY PLAN PREPARE PROMOTE AND PARTY POST-PARTY

Running BUDGET events Week 1 W eek 2 Weeks 3-4 W eeks 5-6

Managing of event Agree BUDGET, approach to trade-outs and sponsorships (with local businesses) and document event objectives with GF manager (GFM).

Updates received from GFM. Updates received from GFM. Provide feedback and review actual results against objectives using Les Mills Relaunch Reports.

Marketing the event Plan venue, staffing and a range of promotional tactics within BUDGET.

Finalise design and content of marketing materials and organise media coverage.

Promote the event using email, posters, text messages, external media, word of mouth, etc.

Help to tidy up venue. Collate media coverage and debrief to GFM.

W hat your instructors2 need to do N/A Attend Quarterly Workshop and confirm team-teaching and outreach activities rehearsal plan with GFM.

Hand out free passes to members and personal network. Do outreach demonstrations.Perform superb New Release classes.

Help to tidy up venue. Provide feedback to GFM for next event.

Getting reception to help you GFM briefs on event and its objectives.

Learn scripts to answer enquiries about the event and to promote the event to members.

Tell members about the event. Take registrations for places at event classes. Welcome attendees on event day.


Involve your sales team3 to generate new members

Agree sales target with facility manager and GFM. Confirm free pass strategy and the number of sales staff needed at event.

Agree registration process with reception, learn sales scripts and attend event class rehearsals.

Issue free passes, call non-members who have reserved a space at event classes, monitor registrations and close sales at event.

Follow up and process relaunch leads for two weeks after event. Report to GFM on total sales due to relaunch event.

The rest of the fitness staff can also help

GFM briefs on event and its objectives.

Learn scripts to answer enquiries about the event and to promote the event to members.

Tell members about the event and on the day help event attendees feel welcome.


2 Relaunches typically take place two or three weeks after the Quarterly Workshop, so instructor involvement begins later than other contributors.

3 Sales team actions are most relevant if you are organising a relaunch for new member acquisition.



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Facility manager’s tasks

FACILITY MANAGER’S TASKS

Weeks Stage ActivityProject management tasks

(for GF manager)Done?

1 Plan Confirm relaunch date(s). Aim for two to three weeks after Quarterly W orkshops.

Confirm venue within the facility. Confirm use of GF studios.

Agree budget for relaunch event and the number of

membership trade-outs and sponsorships permitted to help fund the event.

Confirm funding options and level of budget.

Attend meeting with sales team to agree new membership sales targets.

Ensure sales team understand what they are selling – the GF experience! Ideally they should attend some event rehearsal classes.

Agree which facility staff will help at the event. It is important to check if fitness staff, other than instructors, can help on the day.

2 Prepare Receive progress reports from GF manager (GFM). Give a quick weekly update on progress – no more than five minutes.

3-4 Promote

and Party

Receive progress reports from GFM. Give a quick weekly update on progress – no more than five minutes.

5-6 Post-party Deliver constructive feedback on the event. Provide Relaunch Report (retention or acquisition) to highlight successes and what has been learned. Note any feedback from the facility manager for next relaunch.



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Marketing manager’s tasksPromoting and managing events requires the most organisational input and so marketing has the longest list of tasks.

MARKETING MANAGER’S TASKS

(could be facility or GF manager instead)



1 Plan Decide how to decorate the facility for the event.

Choose something low cost but fun. A theme like “the beach” makes it easy for all staff to dress up at no additional cost. Decorating the studio using balloons and streamers is also very low cost.

Agree staff uniforms for the day. If there is no theme, agree which branded outfits staff will wear to look professional and integrated.

Design an advert for the club newsletter and a flyer to give to non-membersA on event day, which highlights the timetable and spot prizes available.

Use free ClubNet artwork to help create your materials.

Organise an advert for the club website. Use the same copy/design for the website as will be used for the newsletter to maximise visual recognition. Check the document format needed for the web versus the newsletter, so there are no last-minute technology issues.

Create timetable handouts. Use the online Timetable Creator to design a professional schedule for the event. Print out the timetable handouts using your in-house colour printer.4

Make a list of media contacts to invite. Find a way to get media interested in profiling the event (e.g., is there an older local fireman doing BODYJAM®?).

Confirm email marketing strategy. Ideally, use an html email format including similar content to the newsletter and website adverts to maximise visual recognition.

Consider using text message to promote the event.

Ensure you have the mobile phone details of a sufficient number of participants to make this worthwhile.

Plan your outreach activities. Meet with instructors to decide when and where to have the demonstrations and which programmes to profile.

4 If you don’t have a colour laser printer and cannot trade a membership for services with an external printer, print your timetables, flyers and free passes in black and white as a last resort. We do not advise printing posters in black and white under any circumstances.



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MARKETING MANAGER’S TASKS continued



2 Prepare Write the advert/copy for the club newsletter, website and promotional email.

Check the work is being done.

Finalise the timetable handouts using the online Timetable Creator.

Set the timetable for the event and review how the timetable looks in black and white before printing off in colour.1

Network in the facility for PR contacts among the members.

Ask at staff meetings for any useful media contacts and also get instructors to find out if any members have local media contacts (newspaper).

Invite media people to profile the event. Check who is interested and will be covering the event.

Script text messages. Check that two texts are written – one for W eek 3 & one for Week 4. Ensure they are short and punchy.

Print:

Relaunch posters 5

Programme posters 4

Flyers 4

Timetables 4

Free passes 1

Always plan to hand out more free passes than you expect to use. They are low-cost, effective sales tools, especially when the sales team confirms guests will be attending the event.

Instructors’ tasks

INSTRUCTORS’ TASKS

5 As stated previously, if you don’t have a colour laser printer and cannot trade a membership for services with an external printer, print your timetables, flyers and free passes in black and white as a last resort. We do not advise printing posters in black and white under any circumstances.



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2 Plan6 Attend Quarterly Workshop.7

Meet with GF manager to receive relaunch plans and debrief on Quarterly Workshop.

Receive allocated tracks from GF manager for team-teaching at event.

Agree rehearsal timetable and assign programme leaders who

will lead class practices for each programme.

Agree which instructors (normally less senior) will act as “spotters”, helping attendees with technique.

Agree which instructors will help host the event.

Agree who will be responsible for counting attendances in each class.

Decide which programme(s) to showcase in the outreach demonstrations and who will be on the outreach team.

Meet with instructors for a debrief on the Quarterly Workshop and agree on resources needed for the event.

3 Prepare Rehearse new release at least once (particularly introductions, team-teaching stage positions, transitions and finales). Practise outside class times, ideally with staff.

Use points of emphasis and cues from new release education in n rehearsals.

Get “spotting” instructors to practise spotting technique in rehearsals.

Instructors to learn class scripts to publicise the event.

Choose the tracks and practise for short outreach demos.

Attend at least one full rehearsal for all programmes during this week, outside of normal class times.

Get updates from programme leaders on progress within programme teams.

Promote Promote the event to participants during class.

Issue free passes to class participants and encourage them to bring a friend.

Full rehearsal.

Perform outreach demonstrations.

Have at least one full rehearsal during week 4 outside of class times, including checking the stereo, microphones, lighting, equipment, transitions, technique demonstrations, class announcements, etc.

and Party Meet and greet class participants and note8 non-members.

Present classes superbly.

Answer questions from attendees post-class.

Mingle with participants after class.

Note if all instructors are present as planned.

Monitor class attendances.

5-6 Post-party Discuss possible improvements for next time with GF manager. Have a post-party debrief over food and drinks and note areas for improvement.

6 Instructor preparations begin with attendance at the Quarterly Workshop and so start later than other event contributors to ensure that the event takes place a maximum of three weeks after learning the new releases.

7 We have assumed that instructors pay for their own music, branded clothing and all costs relating to Quarterly Workshops. There are no additional costs included in the relaunch budget relating to instructor training.

8 An effective way of making sure non-members are easy to identify is for reception to issue each non-member with a badge to wear at chest height or to give each guest a coloured wristband to put on. These are highly visible and cheap.



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Reception’s tasks

RECEPTION’S TASKS



1 Plan Meet with GF manager and sales team to see how thevent is to be organised and how reception can help.

Meet with reception staff to explain the event and their role.

2 Prepare Learn the scripts outlining what to say on the phone and in person to people about the relaunch.

Make sure reception staff are learning their scripts.

3–4 Promote As you greet members in weeks 3 and 4, ask them if they know about the relaunch. Explain what it is and offer an event flyer.

Ensure that reception staff are telling members about relaunch.

In week 4, take registrations from members and non-membersin advance of the event.

If you are registering for the event, note how many registrations are coming through from both members and non-members.

and

Party

W elcome all members to the event.Issue non-members with a badge to be worn at shoulder height or a coloured wristband, so it is easy for instructors and salespeople to spot them.

Make sure reception has registration sheets for attendees.

5–6 Post-

party

Inform the GF manager about what worked well and what didn’t.

Identify areas for improvement for next event.



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Sales tasks

SALES TASKS

Weeks Stage Activity – related to relaunch for acquisitionProject management tasks


1 Plan Set event sales target with facility and GF manager.

Agree distribution strategy for free passes (other than via instructors).

Agree if free passes expire after one, seven or 30 days.

Agree on the minimum number of sales staff to be present during the event.9

Establish target audience other than guests of existing members (e.g., renewals, expired members, low-usage members).

Meet with facility manager and sales team to explain the highlights of the relaunch and agree targets, staffing and free pass duration.

2 Prepare If you have chosen to register event attendees, sales staff should meet with reception and establish the registration process for the event so it is easy to identify non-members and gather contact details.

Ensure sales staff meet with reception if all attendees need to pre-register.

Relaunch sales team to learn scripts for inviting prospects to the event, registering non-members on event day, qualifying and “closing” at the event and in the 2 weeks following the event.

Check with sales manager that the sales team is progressing as planned.

9 We recommend that a sales staff member is on hand during relaunches for retention, in case there are incidental membership enquiries. Otherwise, this sales plan refers to relaunches for acquisition.



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SALES TASKS continued

Weeks Stage Activity – related to relaunch for acquisitionProject management tasks


3-4 Promote Attend one rehearsal with instructors to understand the experience that is “on sale” at the event.

Make sure sales staff have experienced what they are selling.

Issue free class passes.

Monitor registrations for the event from non-members.

Role-play using scripts to sell to non-members around the GF experience.

Call guests who have booked a space to confirm they are coming to the event and pre-qualify them using scripts. Assess how many registrations have come through free passes.

Keep in touch with registrations;note how many are from free class passes.

and Party

Continue to call guests to confirm their registrations in the week of the event.

Close as many sales as possible during relaunch.

Ask new members for referral prospects.

Check that there are enough sales staff available during the event.

5-6 Post-party

Follow up all leads from the relaunch over the next two weeks.Confirm the number of sales on relaunch day and during two weeks after the event (from relaunch leads).Assess conversion to membership from 1-, 7- or 30-day10 passes (depending on what is used).Assess sales from walk-in visitors during the event.

Get confirmed sales data from, firstly, the relaunch event and, secondly, sales from relaunch leads in the two weeks following the event. Total the new membership numbers and include the data in your Relaunch Report (acquisition). Please see Appendix 5 for this template.

10 Conversion rates of 30-day passes must be evaluated within a month of the event ending, whereas the one- and seven-day passes can be reviewed for sale conversion rates during weeks 5 to 6.



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Rest of facility fitness staff’s tasks

REST OF FACILITY FITNESS STAFF’S TASKS



1 Plan Meet with GF manager to understand how the event is to be organised and how they can help.

Meet with key fitness staff (if facility manager has agreed to this) to explain the event and their role within it.

2 Prepare Learn the scripts outlining what to say to members about the relaunch. N/A

3-4 Promote In W eek 4, promote the event to members using the script and direct them to reception for more information.

Monitor if fitness staff are sending members to reception.

and Party W elcome members and non-members to the event. Use the scripts provided,if necessary. Help anyone who needs direction.Assist with crowd control.

Note if fitness staff are helping as planned.

5-6 Post-party Give feedback to GFM about what worked well and what didn’t. Identify areas for improvement for next event.



relaunch your group fitness … · every les mills® licensee has all the resources they need to...

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