As fitness leaders, we are quite well versed in what this term means. What does it mean however to your target market? Probably does not mean as much to your patron, as it does to us. Training the body to meet the demands of day to day, or a specific activity makes so much sense. How to move better, and keep the body strong and functional for the average person should be the #1 priority for most as our population ages.
But are we missing something around the term “functional fitness” in creating some appeal to our target audience?
For many, functional fitness means a menu of movements and training programs that take people out of their comfort zone. Training programs that are potentially more complicated than walking on a treadmill, or performing a machine defined movement. User defined movements require guidance and coaching in order to be done properly. That is great news for the value of fitness coaches and trainers.
Even better news is that consumers are more willing to pay than ever before for these services. In fact , a recent industry statistic identifies 42% of fitness members have dual memberships. This means they are going to multiple organizations to get their fitness needs addressed.
What we do know is that putting a TRX and some Kettlebells in a space and hoping for patrons to come running to use will not happen.
With this in mind, what are the 3 critical things that need to be in place to make functional fitness work in your fitness center?
If we look at the rise of social fitness, the rise of the Crossfit, and the bootcamps, we see that there is a lot of power to functional and group exercise.
Boot Camps are still going strong and offering sessions in the $20-$30 range per class and getting it. They follow the above steps. Google “fitness bootcamp” and see what you find.
The best news of all is that there are turnkey programs around space design and programming that take all the guess work out of making this work.
A good, experienced vendor can help you through all steps to make sure your programs and bottom line continue to grow!
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