If your health club doesn’t have small group training (SGT), you’re missing out on one of the most powerful engagement and retention tools in the industry.
The statistics on the SGT phenomenon tell the story. According to the IHRSA Fitness Training Report, nearly 18 million health club members engaged in SGT in 2016, which includes more than 26% of members in fitness-only facilities. Among multipurpose club, almost 20% of members engage in SGT. For studios, that number jumps to 36% of members.
What’s more important than those totals, which continue to climb, is the demographic being drawn to these classes. The IHRSA Fitness Training Report found that almost half of all Generation Z members (ages 6-17 years old) signed up for SGT classes, and Millennials account for 37.4% of all SGT participation. SGT classes are predominantly female, with 61% of attendees being women. IHRSA’s report also found that SGT penetrates into every ethnic category.
Many studios base their entire programing on SGT and larger group X classes. This includes the enormously successful Orangetheory chain. Recently, it was reported that Orangetheory global revenues had surpassed $1 billion in 2018. Considering that those who belong to studios spend more money on their clubs than those in multipurpose facilities, you begin to understand how SGT can be a revenue engine for clubs of all types.
It’s also important for recruitment and retention. With younger demographics choosing SGT options, your future could depend on providing these workouts on a regular basis.