1. health and fitness

About Us
 Jill Laskey
Manager, District Operations,
City of Hamilton
 Sharon Caruana
Coordinator, Community
Programs, City of Brampton
Agenda
 What is fitness?
 What attracts different people
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to fitness?
What motivates participants?
Marketing & promotion
strategies
Programming & pricing
Developing your staff
Trends in fitness
Q&A
What is Fitness?
fit·ness
/fitnis/Noun
Question:
1.The condition of being
physically fit and healthy.
2.The quality of being
suitable to fulfill a
particular role or task.
What is fitness to YOU?
What is fitness to those in
your family?
What is fitness to those in
your community?
What attracts people to fitness?
Activity
Review/Comparison
As a group, review the
images shown on screen.
Decide what type of
fitness programs these
people may be attracted
to, and why.
Let’s discuss!
Your community:
Participant #1
 Male, mid-40’s
 Out of shape
 Interesting in solitary
exercise, sports
 Weight lifting, simple
exercises that are easy
to do.
 Quick workouts
Participant #2
 Female, 30-something
 Single mother, 3 kids
 Group fitness classes
 Wants social
experience
 Low on $$
 Concerned about
health and weight
 Needs childcare
Participant #3
 May be a newcomer to
Canada
 Beliefs may require
female-only
environment, daytime
program
 Language barriers
 Cultural barriers
Participant #4
 May be a newcomer to
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Canada
Mid-50’s, in good shape
Wants social experience
with similar men
Prefers low-intensity
exercise that’s easy to
follow
Culturally-specific
programs
Participant #5
 Overweight teenager
 Unmotivated, parental
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pressure
Loves screen time
Low self-esteem
Enjoys exercise in
disguise, can’t be
presented as “exercise”
Poor eating habits
Participant #6
 Senior male & female (fit
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and unfit)
Wants social experience
Wants health benefits
Has disposable income
(although it’s fixed)
May travel throughout
the year
Music & dance are a big
part of the enjoyment
factor
What motivates participants?
What motivates people to
start a fitness program?
What motivates people to
stay in a fitness program?
1. Weight management.
1. Social experience.
2. Health issues.
2. Improved health.
3. Social experience.
3. Weight management.
4. Stress-relief.
4. Stress-relief.
Marketing & Promotion Strategies
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High ROI programs
Referrals
In-house marketing
External marketing
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Schools
Community Events
Brochure
Open House Events
Social media
 Identify:
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Who
What
Where
When
Why
 Pictures speak louder
than words
 Cater to your audience
(print vs. email)
Programming & Pricing
 Programming should
be exciting, diverse,
cutting-edge
 Fitness is a dynamic
industry and constantly
changes, change is
required!
 Prime Time:
6 am, 9 am, 6 pm
 Programming for
specific demographics
needs to align with the
right time. Example:
seniors, stay at home
parents, youth,
working adults.
Pricing
 Pricing Model – set your minimum based on price
point, not the other way around.
 Pricing benchmarking – make sure your pricing is
reasonable based on other similar programs.
# of
weeks
Total cost/class
(labour + rent + equipment)
Break-even point
Minimum/
Maximum # of
people
Price Point
10
($30/hr + $40/hr x 10
weeks) + $300
equipment purchases =
$1000 total cost or $100
per class
$100 per class
10 people min
15 people min
20 people min
$100/person
$67/person
$50/person
8
($30/hr + $40/hr x 8
weeks) + no equipment
purchases = $560 total
cost or $70 per class
$70 per class
10 people min
15 people min
20 people min
$70/person
$47/person
$35/person
Recruiting & Training Staff
 Offering training and CEC workshops in your
facilities attracts local staff. Staff stay with
employers when offered diverse opportunities to
learn and grow.
 Corporate partners offer job posting forums (eg.
Zumba.com and CanFitPro.com)
 Apprentice programs encourage participants to
become staff and develop new instructors into
high-quality instructors.
 Partner with local colleges and universities,
attend job fairs and involve high school co-op
programs
Top Trends in Fitness
 Dance Fitness Programs (eg. Bellyfit, Zumba, Bokwa)
 Older Adult Programs (eg. Line dancing, Zumba Gold,
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Aquafit)
Aquatics Programs (Aqua Yoga, Masters, PT, therapeutic)
Group Personal Training Programs (eg. TRX, P90x,
Insanity, Bootcamp, HITT, Tabata)
Mixed Martial Arts (eg. kickboxing, Muay Thai, Jui Jitsu)
Active Relaxation (eg. yoga, pilates, gentle stretching)
Youth Programs (eg. land training for athletes, boot
camp, non-competitive programs, CATCH, High Five)
Niche programs (eg. women/men only, walking
programs, parent & tot, rehab programs) and the
importance of having a cheerleader.
What other questions do you
have?
 Is there is something that you wanted to learn
from today’s presentation?
 Is there something that we missed?
 How can we help you with your fitness
program?
Contact Information
 Sharon Caruana
[email protected]
905-789-6111 x. 63343
 Jill Laskey
[email protected]
905-546-2424 x. 4521