Remember just a few years ago, when it seemed like Curves For Women locations were popping up on every street corner in America? The circuit training trend enjoyed explosive growth for years, spawning chains like Ladies Workout Express and Slender Lady, among others.
Typically, when a new circuit training health club opens it experiences an initial period of strong sales and membership growth. After all, it’s new and exciting!
Yet time after time, circuit training health clubs have closed due to lack of ongoing revenue.
While initial membership sales start off with a bang, new memberships eventually taper off to a much slower rate. At the same time, circuit training gym members are leaving out the back door. When the rate of new memberships slips below the line of departing members, the gym enters into what can kindly be called a “growth deficit”, meaning that revenue is declining monthly. This growth deficit, which may more aptly be called the “death spiral”, absolutely must be reversed or it will eventually force the gym to close or “go dark”.
Obviously, there are only two ways to stop a health club death spiral: 1) increase health club sales and 2) slow departures by increasing retention.
The focus of this article is increasing retention. For free ideas on how to increase health club sales, visit this link: http://www.cuecd.com/articles.asp.
So why do most circuit training health club members abandon their gym membership? For the same reason most people quit using the treadmill they bought last year, or quit jogging, or quit watching the exercise videos they bought…..THEY’RE BORED.
The fact of the matter is that most people are easily bored and are always looking for something exciting! This is the world of movies-on-demand, TV-on-demand, music on every phone, and conversation-on-demand via Facebook and Twitter. In the information age of today you’d better make it interesting and stimulating if you expect any gym members to stay.
In short, if you allow your gym members to get bored with circuit training, they’re gone. If enough of them get bored with circuit training, then you’re in the “death spiral”.
It should come as no surprise that circuit training can become boring. In most circuit training health clubs, members move from one exercise “station” to another when prompted by the change stations CD. The typical change stations CD prompts the gym members to “change stations now” at 30-second intervals. It’s the same interval, in the same order, on the same stations, day after day after day.
It’s the repetitiveness that’s so boring. It’s doing the same thing, over and over again, that’s so dull and dreary. Day after day of the same change stations CD on the same equipment doing the same thing is mind-numbing to even the most motivated gym member.
In other words, the old change stations CD is killing circuit training now.
So what can a frustrated health club owner do to mix it up, make circuit training interesting again, and climb out of the death spiral?
The answer is to get rid of the old change stations CD now and start surprising gym members with new intervals and new routines.
Original and innovative change stations CDs, also known as cue CDs, are an inexpensive way to refresh the workout experience in any circuit training health club. Available from companies like www.cuecd.com for just $10 each, new change stations CDs are affordable for even the smallest circuit training gym.
One option with a change stations CD is to alter the intervals. For example, you could use a 30-second change stations cue on Mondays, a 40-second change stations CD on Tuesday, a 50-second change stations cue on Wednesday, a 60-second change stations CD on Thursday and an 80-second change stations cue on Friday.
Just for fun, every once in a while you may even want to play a Random Intervals change stations CD where gym members will never know what interval is coming next!
Another option to keep health club members from getting bored is to introduce new exercises into the circuit. Many change stations CDs are available that have verbal commands for additional exercises built right into the usual cue CD format. These change stations CDs prompt the user to “change stations” at regular intervals, and every 10-minutes also prompt the gym members to step away from the circuit to perform push-ups, sit-ups, jumping jacks or any number of new exercises.
Finally, some change stations CDs are just different. Consider the Triple Back cue CD, which has no extra exercises – instead this CD has the members doubling-back on the machines! Members will move left, left, right, left, left, right, and so on. Another new-fangled twist on the change stations CD is the Mad Scramble cue CD, which is a variation of musical chairs. Mad Scramble doesn’t feature any new exercises, but instead prompts the members to ‘switch to a machine that’s on the opposite side of the room’. Members will have fun finding a new machine every five minutes.
The bottom line is that, as a circuit training gym owner, you simply cannot afford to let your valuable members become bored. That’s why it just makes sense to take the most boring part of circuit training, the change stations CD, and replace it with an inventive new cue CD.
For more information on change stations CDs, or for more free ideas for circuit training health club owners, please visit www.cuecd.com.