Antony Stewart, Third Space
“Without a direct revenue line, group exercise has historically been a neglected part of the product offering, with only lip service paid to the huge role it plays in retention and profitability,” says Antony Stewart, head of group exercise at Third Space. “But, in recent years, the boutique market has really set the standard in terms of immersive experience, with nightclub sound systems, lighting, cool instructor style and service.
“With growing recognition of its importance, it’s a great time to be involved in group exercise.”
Third Space is one operator realising the benefits of investing in group exercise: both through the creation of immersive environments and the appointment of Stewart to provide leadership and innovation.
"My role is to make Third Space an amazing place to teach classes, so we retain the best instructors" Antony Stewart, Third Space
He compares the chain’s approach to creating a group exercise function as being at the same level as an efficient sales department – it has a team of five full-time master trainers, who each look after a category, develop signature products and constantly upskill instructors.
“My role is to make Third Space an amazing place to teach classes, so we retain and attract the best instructors in the UK,” says Stewart. “The commitment, professionalism, retention and happiness of our instructor team guarantees a great member experience, leading to higher attendance and more recommendations.”
As well as making sure the instructors are well trained and supported, another change Stewart has implemented is to develop an in-house signature programme – currently 15 different classes are offered – which helps keep the standard high, and makes the timetable less overwhelming for members.
“We believe fewer instructors delivering fewer programme types is key to getting more people doing group exercise,” he says. “We have almost halved the number of instructors we work with, while significantly increasing the number of classes taking place at every site. Our instructors teach between six and 20 classes per week, meaning our members see familiar faces, who are passionate about the club.”
In the last 12 months, group exercise penetration at Third Space has increased from 35 per cent to 40 per cent, along with improved NPS scores and reduced attrition. The new City site has a 50 per cent group exercise penetration rate.
Investment in group exercise spaces has also helped to increase numbers. The City club offers immersive HIIT and cycle studios, while an indoor basketball court at Canary Wharf has been converted to a space for signature cross training classes called Yard WOD and Yard Strong.
Third Space’s new City site has a 50 per cent group exercise penetration rate PHOTO courtesy of THIRD SPACE