Reorganising class schedules or changing instructor routines based on word of mouth is a very easy way to lose customers. If you’re in the business of retaining clients and keeping regular members, being able to spot the difference between a workout fad and a workout trend is essential. Understanding your market involves knowing what works and what doesn’t. Taking time to explore this will only help your studio’s success.
Spotting the difference
What is a Fad:
A fad is a fashion of which its popularity increases extravagantly for a short period. ‘Short period’ being the operative words due to its lack of effectiveness, results and evidence of success. For example, the reason why you don’t see studios jumping at the opportunity to hold Ab Coaster Max classes, or sessions that follow the ‘5 Minutes to a better body’ routine is their inability to stand the test of time. Their claims for a quick fix or a simple answer to health or fitness problems are quickly debunked, often at the expense of customer’s time and money. (1)
Avoiding fads in your studio can be done simply through personal experience. If a workout style looks interesting, and it’s effectiveness has been measured, be your studio’s’ in-house R’n’D. Purchase the equipment, attend the class or try the workout yourself! In the end, you may have stumbled upon a new workout that really works and as far as you know hasn’t yet taken off yet. Otherwise, you’ve debunked a fad and can actively avoid it within your studio. It’s a win-win!
What is a Trend:
A fitness trend is a gradual development or change in a market based on how people are behaving. Their continual growth over time, along with a gradual increase in market share is the guarantee of its effectiveness. Workout styles such as CrossFit, Barre, HIIT and Pilates have increased in popularity over time at a steady and consistent rate because of their ability to deliver real results and collect countless testimonials.
Aquatic workouts is one example of a trend which was originally met with skepticism. It’s effectiveness in cardiovascular fitness, muscle tone and joint strength brought it to the attention of many studios worldwide. Next thing, they began offering the workout and instructors who knew of its usefulness were the ones standing out from the crowd.
Introducing a trending workout style into your studio schedule shouldn’t be done without due diligence.Open the discussion to your team to bring on a new style of class, or explore the ideas of getting certified as a yoga, barre or HIIT instructor. Perhaps try offering the class once a month and see what the pick-up rate and feedback are.
Remember, that every trend started out as a fad. If it catches on and starts to have real and meaningful effects on the health and fitness of its clients, that fad slowly moves to a trend. Try to keep updated on new workout styles and products on the market, even if they aren’t useful – knowledge in this sector is beneficial nonetheless.
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