A perfectly-crafted group class schedule is one of the great mysteries in gym ownership. There’s a fine balance between pleasing the majority and protecting the business’ bottom line.
Especially as you emerge from the traditionally-slower summer months, how do you find that balance? Experienced gym owners will tell you to make data-driven decisions (which is smart), but summer data isn't always indicative. So where do you start?
The good news is, you can rely on best practices to help steer you in the right direction. The other good news is that the fall rush is the perfect time to make it happen. As kids go back to school and fall schedules become more consistent, current members and prospective ones are primed and ready to commit to their health and fitness.
Five Steps to Design the Optimal Group Class Schedule.
1. Avoid Knee-Jerk Reactions.
It starts innocently enough. Sheila suggests adding a class at 8am to the group class schedule, commenting that a few other people would be interested in that time frame, too. Before you know it, you’ve added the class and it’s a ghost town. Sheila thought it would be a “nice option” and now it’s not uncommon for her to be the only one that shows up.
As a general rule, only add classes when you’re at approximately 90 percent capacity with your current group class schedule. If you’re not there yet, it’s probably not worth the added investment or work.
2. Rely on Past Data, Not Hunches.
While summer data isn’t the best indicator of the direction you should take for the fall, past data can be immensely helpful. Tracking key gym metrics over your years in business can help you make important business decisions among similar seasons.
Take a look at your attendance numbers from the last two to three fall seasons. Analyze which times were well-attended and which were not. You may even consider looking at the specific members in attendance during those times. For instance, if a slower class only averaged three members, and two of them aren’t even at your gym anymore, it’s an easy choice to leave that time frame off the list.
3. It’s Better to Add than to Remove.
What about removing a class that’s not performing well? One option is to simply try another time frame. If the 8am class isn’t going well, perhaps a 9:30am would work better. But remember, it’s always easier to add to your group class schedule than it is to remove classes. So, on the proactive side, be careful about adding new classes unless you’re confident they’ll do well.
On the flip side, if one of your classes consistently has a waitlist, consider adding another one right before or after it.
No matter what, present any new option as a trial or pilot class. Be clear upfront that unless the class average meets a certain number for a pre-determined period of time, you reserve the right to remove it. That way, if attendance numbers don’t reach that goal, you were clear about the outcome. In that case, you can simply end the trial and explain that numbers didn’t prove high enough to continue it.
4. Survey Members about the Group Class Schedule with Caution.
Asking for member feedback can be useful, but also dangerous if it’s too open-ended.
For example, let’s say you’re surveying gym members about the group class schedule. If you ask if anyone would like to see an 8am class added, you might get 30 “yes” responses. But then two actually show up for the class.
The difference is in the wording. Asking if they would like to see an 8am class is much different than asking who would consistently show up to attend an 8am class. Therefore, be extremely specific in how you word your surveys, and how you’re presenting the changes you’re considering.
One other suggestion: It’s worth explaining in your survey that you’re simply gathering data about potential changes to the group class schedule. In other words, don’t promise anything.
Pro Tip: Use PushPress Grow to communicate with members, gathering feedback or updating them on schedule changes. Want to learn more? Book a demo with our team today!
5. Make Business-Minded Decisions.
As people start developing their fall routines, you may receive more requests than usual for new or altered class times. Again, it can be tempting to want to grant wishes, but it’s important to stick to your game plan.
Before you hastily make a decision to add a new class, do your due diligence. The primary question is whether this change is beneficial for your business. The focus should always be on increasing gym revenue and retention. And the last thing you want to do is lose money from running any class.
Also ask yourself about the why. Are you adding the class as a knee-jerk reaction to a member’s suggestion? Or is it actually going to prove worthwhile for your gym?
The reality is, when people are truly committed to their health and fitness, they will show up. They’ll change their schedule to prioritize getting to the gym. And even when someone quits by blaming it on your schedule, that’s rarely the real reason. So, make the decisions that are in the best interest of your business.
In Summary: Creating the Ultimate Group Class Schedule.
The fall rush presents the perfect opportunity to analyze and adjust various aspects of your fitness business, like your group class schedule. So, how do you provide members what they need while protecting the interests of your business?
First, avoid knee-jerk reactions to members’ comments about what the schedule should look like. Second, rely on data to make decisions, not hunches. Third, remember that it’s much easier to add classes to the schedule, rather than remove them. Fourth, it’s helpful to collect feedback from members but only if surveys are done the right way. And finally, make business-minded decisions that prioritize your long-term success.
