Why it’s still important to offer group exercise and how gyms can do so in a safe, secure, and appealing environment

The coronavirus pandemic has, and continues to, present the fitness industry with the greatest challenge it’s ever faced. But as we emerge from lockdown, the resurgence is happening much faster than predicted, something especially evident with group exercise.

As part of National Fitness Day on 23 September, Precor worked alongside Jubilee Hall to offer free group exercise classes for members to highlight that, despite a myriad of new rules and restrictions, there is still very much a place for group exercise in Covid-safe fitness settings. 

International Health and Fitness Presenter and Precor Lead Master Coach, Toby Giles, says: “It’s so important for gyms to get classes back up and running; group exercise is one of this industry’s biggest successes. IHRSA research shows it not only drives footfall, but class participants are 18% more likely to recommend their facility than those who just use the gym.”

For Toby, the key to successful group exercise classes in the new normal is two-fold. Firstly, instructors must strive to be themselves: “People buy into people. Members come to classes for the instructors’ energy – that’s what motivates them. Yes, everything from set up and spacing to class sizes has changed, but if instructors retain their spark, group exercise will retain its appeal.”

Fitness facilities, meanwhile, must focus on making the experience as seamless as possible. “For me, making group exercise work in the new normal is about being smart with social distancing, so members feel safe, and being creative with spaces, so the experience is as good as before,” he says. “For example, put instructors on a pedestal so everyone can see them without having to leave their designated space. As capacity is capped, operators will have to work much harder to ensure their timetable is accessible, access is fair, and booking systems run smoothly.”

Olivia Trump, Fitness Manager at Jubilee Hall, agrees capacity restrictions present gym operators with a huge logistical challenge: “With current restrictions, our class numbers have been dramatically reduced – in our Les Mills the Trip classes we’re down from 24 bikes to just seven. Plus, because operationally we now have to put cleaning and members’ safety above all else, we can no longer run back-to-back classes. Our timetable is stripped right back.”

But far from being detrimental, Jubilee Halls’ Sales Manager, Marc Hegner, believes new rules present gym operators with an opportunity: “Yes, our timetable is unrecognisable, but with only six or seven people per class, instructors can make sure they’re engaged to the max. It’s a much more personal, VIP experience now – there’s so much more energy in the room.”

“Plus, by taking our timetable back to the bare bones we’ve been gifted the chance to start from scratch, and rebuild where there’s real demand. Before, we ran 50 plus group exercise classes a week and fewer than half were at capacity. Now, we have a timetable targeted to our members’ needs – we’ve already added four new classes off the back of demand in the last two weeks.”

There are, of course, bottlenecks to overcome, but Jubilee Hall is encouraging members to join waiting lists for group exercise classes they’re unable to book into first time, and has found this too has a hidden positive.  He explains: “Our members are on our app more often, checking to see what classes they’ve got into, so we’re much more integrated into their life at home now. The uptake has been great, we can’t fault it. We thought relaunching group exercise would be the struggle, but it’s been the opposite.”

Of course, each individual operator is going to have to find their feet with group exercise, but Toby believes it’s worth putting in the effort now to get it right. “Class members are the most valuable customer you can have because of the consistency they bring to the gym,” he says. “Operators who had huge timetables and endless capacity before lockdown will need to re-educate attendees to ensure booking becomes a part of the member journey, but it’s not insurmountable. I think the industry is doing so well, following safety procedures the Government has set while retaining a positive experience for members. It’s outstanding.”

Olivia believes group exercise is the operators’ chance to take the negatives of the last few months and turn them into real positives: “Members who’ve struggled with motivation during lockdown, who’ve missed the human interaction that comes with group exercise, will flock back. You just can’t replicate that on Zoom.”

Rehabilitating our nation from Covid is going to require a team effort and no one is better placed to take on this challenge than the fitness industry. Members reap huge benefits from group exercise and it’s just one of the ways the leisure sector can lead the charge.

Jubilee Hall member Graham Wright says:

“Group exercise is so important to the structure of my day. I like the competitiveness of classes and really enjoy exercising with others. Being 72, I have to be careful, now more than ever but exercising in a controlled class environment with our own allocated space helps me feel safe. If group exercise was stopped, it would have a huge impact on my health and mental stability.”