Pilates is booming and clubs are choosing to host Pilates workshops due to customer demand. Here’s how you can increase traffic – and profits – in no time.
The demand for Pilates programs in fitness facilities has grown rapidly over the past decade with 10.7 million North American participants a year. This is an extraordinary increase of 602% since 2001. Members want to enjoy their experience at a fitness facility and be able to get all of the services they want in one location.
More and more clubs are realizing that the “one-stop-shop” theory is what the market is demanding. With the documented increase in people interested in Pilates, many clubs are jumping at the chance to offer Pilates programs as well. Owners are already reaping the benefits of running successful equipment-based Pilates studios in their clubs with monthly gross revenues as high as $30,000 per month.
For a successful Pilates studio, you need the proper equipment, quality instructors, and fresh programming. Pilates education doesn’t stop after certification. It is vital to make sure that your instructors are attending continuing education courses and workshops at specified fitness venues or you can host workshops at your new facility to keep programming fresh therefore retaining members.
Hosting provides an excellent opportunity to educate your staff while aligning yourself with the leader in the industry. Instructors can enhance their Pilates expertise and owners will retain their best assets – their instructors!
STOTT PILATES® offers over 100 workshops for continuing education annually: from rehab for back care and breast cancer, to pre- and post-natal workouts, to athletic conditioning, Pilates for golf conditioning, and more. All of these workshops can be accessible within your facility for your staff.
Lindsay G. Merrithew, President and CEO of STOTT PILATES feels that for the company, and the fitness industry as a whole, adding value to the professional lives of instructors and developing their career paths are the biggest challenges and the greatest opportunities. As part of that effort, STOTT PILATES assists health clubs in growing and managing successful, revenue-generating Pilates programs including hosting all over the world.
Working toward STOTT PILATES Certification indicates to members that instructors and facilities are serious about fitness and professionalism. A Letter of Completion and Continuing Education Credits are provided for each course completed. STOTT PILATES Certification is awarded only upon successful completion of each course, plus a written and practical exam. Exam material is cumulative so students may take an exam at the end of each course or series of courses. Exams must be taken within six months of the last course completed.
INCREASE CLIENT BASE
“Creating a full-fledged, permanent Pilates studio in your facility has more benefits than a storefront Pilates studio,” explains Carol Tricoche, Global Sales Director, Full Solutions™. “A club offers additional cardio programs, childcare, locker room amenities, and other fitness programs such as cycling and kick-boxing – so why not bring that Pilates experience into your club and treat it as a business within a business?”
Hosting provides the opportunity to increase your client base as a result of all-new programming in one of the fastest growing areas in the fitness industry. You can create a ‘wow’ factor for clients and expand their strength, conditioning and functional fitness programming with Pilates. By adding Pilates exercise to their existing regimen, your clients will be able to enhance their mind-body awareness and potentially renew their interests in fitness once again. They will be excited about learning new ways to a healthier mind and body.
INCREASE STAFF LOYALTY
As a host site for a Pilates program you pay a flat fee to accommodate up to 12 instructors resulting in paying only a fraction for the cost of normal individual tuition. You can choose to subsidize your staff’s development, encouraging long-term loyalty and commitment – and your instructors can train with no additional expenses for them to travel to another location. Your instructors know your clients the best and they also know the community in which you situated best. So utilize your greatest assets by training your own staff to teach Pilates with focused programming.