Operations
Using GX to Drive PT Sales and Member Retention
Many gym operators, especially traditional big-box chains and independent facilities, see GX (Group Exercise) as a separate, almost ancillary service. GX instructors are treated differently from PTs, and GX programming is often the first to be cut when budgets tighten. It seems simple enough, doesn’t it? Reduce GX sessions – freelancers are easy to cut, there are no contracts, and you can save overheads without a significant impact.
But is it that simple?
In a relationship-driven industry where member retention (or, as I prefer, ‘relationship-building’) is crucial, cutting GX may cost you more than you think. Research from Les Mills shows that members who attend just one GX class per week are 20% more likely to remain loyal than those using the gym three times weekly. My personal experience confirms this: the camaraderie, laughter, emotional connections, and trust cultivated in GX classes are rarely replicated elsewhere in the gym – except perhaps in one-to-one PT. And yet, GX is often undervalued, seen as a drain rather than a potential engine for member retention and engagement.
The Survey Findings
Earlier this year, FitIQ Asia surveyed 191 GX and PT professionals across 19 countries to understand the divide between GX and PT. I’ll spare you the full data breakdown, but I’ll highlight the most relevant points and offer ten actionable tips to enhance PT sales through GX.
- Our respondents included 76.44% GX-only professionals, 18.32% who offer both GX and PT, and 5.24% who exclusively deliver 1-2-1 PT and small group formats like boot camps.
- They cover over 50 class types from branded programming to freestyle classes, so it’s a solid sample.
- When asked about feeling valued as professionals, 57.07% of respondents agreed they were respected by their facility. However, that leaves 43% who either feel undervalued or indifferent, with 21.46% actively disagreeing.
- This matters because when GX instructors feel undervalued, they’re less likely to support your facility’s objectives, including driving PT referrals.
Cancellation of GX classes with little notice was a key frustration among those who felt undervalued. While sometimes necessary, it’s crucial to communicate transparently, especially with freelance instructors. Many GX instructors are freelance and, therefore, may feel less accountable for member engagement than employed staff. However, treating freelancers as integral team members can generate a positive ripple effect on engagement and referrals.
Here’s another striking survey result: only 33.51% of clubs offer GX taster sessions to new members, despite ample research on the retention benefits of GX. In contrast, 59.69% offer free PT trials. If onboarding focuses solely on PT while neglecting GX, new members may miss out on a potentially engaging first experience.
So, what does this mean for PT sales?
We asked our GX respondents, “Have members ever asked if you do personal training?” The answer was a resounding ‘yes’, with 71.2% saying they’d been asked. That’s a powerful potential referral source! However, since only 24% of GX professionals in our sample also offer PT, most of those requests go unfulfilled. Additionally, only 29.32% of respondents felt GX and PT professionals are equally valued by their facility, with 48.69% disagreeing.
The message is clear: the divide between GX and PT is limiting potential opportunities. By bridging this gap, you can tap into a rich source of PT referrals and revenue.
TOP 10 TIPS TO MAXIMISE GX FOR SUSTAINABLE PT SALES
01
Revisit Your Member Onboarding
Integrate GX classes into your onboarding process. Give new members a full facility experience that includes GX, allowing them to sample the range of services before honing in on PT. GX classes offer a unique social and motivational atmosphere that can enhance long-term engagement.
02
Engage Your GX Team in Member Journey Planning
Collaborate with your GX instructors, whether freelance or employed, to align GX classes with specific fitness goals (e.g., classes focused on fat loss, cardiovascular fitness, mobility). Engage them in training your PT and sales teams to understand and communicate the value of GX classes.
03
Incentivise Referrals from GX to PT
Since over 70% of GX instructors are asked about PT, capitalise on this by offering incentives or commissions for GX instructors who refer attendees to a PT session that leads to a sale. It’s an immediate win-win opportunity.
04
Encourage PTs to Participate in GX Classes
Have your PTs join GX classes as participants to build rapport within the GX community. This visibility can lead to organic referrals from class attendees and their networks, enhancing your PT team’s reputation and trust.
05
Transform PT Programs into Comprehensive Health & Performance Plans
Instead of focusing on standalone PT sessions, encourage PTs to design holistic health plans that incorporate GX classes, daily step goals, mindfulness routines and at-home exercises. This approach creates a more robust client journey, positioning PT as a multifaceted experience.
06
Small Group Training on the Gym Floor
For clubs without dedicated studios, small group sessions can simulate the atmosphere of GX classes while fostering deeper client relationships. These mini classes can serve as a stepping stone for PT prospects, showcasing the PT’s expertise in a group setting.
07
Build a GX Community and Recognise Freelancers
Include freelance GX instructors in club events, meetings and gatherings. A simple invitation fosters community and reinforces that they’re valued contributors to the club’s success. Consistent interaction and engagement with management can boost their motivation to refer members to PT.
08
Staff Training on GX, PT, and All Club Services
Ensure all team members – whether on reception, in sales, or part of the PT team – have experienced GX classes, a complete personal training session, and any other services your club offers. When your staff speaks from experience, it adds authenticity to their recommendations, creating a more genuine connection with clients. This firsthand understanding of your offerings enables them to speak confidently and persuasively, naturally influencing clients to explore and engage with more of the club’s services.
09
Reward Member Engagement in GX
Consider a rewards system for members who engage fully in their onboarding journey. For instance, set a joining fee equivalent to a month’s membership, which can be earned back through completion of onboarding steps, such as attending GX classes and using the gym. This approach fosters positive behaviour and long-term engagement without devaluing your services.
10
Implement Incrementally for Authentic Impact
Don’t try to implement everything at once. Focus on one or two key changes at a time, ensuring they’re executed well. A well-executed initiative has far more impact than several poorly implemented ones. Start small, make each step count, and build on your successes
If you’re interested in the full survey results or would like to know more, to discuss this information further, reach out to [email protected].
Steve Wileman
Steve is the CEO and Founder of FitIQ Asia, a leading Exercise Professional education provider in the Philippines. FitIQ Asia partners with global leaders in fitness education, such as Active IQ, NCSF, and FET Academy, and is a FITREC-registered training provider. After 25+ years in the industry – and having worked every role from Membership Consultant to Chief Operating Officer – Steve established FitIQ Asia as a way to give back to the community he calls home: the Philippines. FitIQ’s mission is to engage, educate, and empower the next generation of fitness professionals by sharing his experience and network with a global perspective.
