Transcription
Aqua Group Exercise Programs1
EXECUTIVE SUMMARY3WATERinMOTION 7CUS OCUSTOMERSUSURVEYV Y10TESTIMONIALS18PARTNERSHIP MODEL24STRATEGIES27MARKETING & SYSTEMS30INVESTMENT ANALYSIS392
EXECUTIVE SUMMARYThis proposal outlines strategic recommendationsto drive attendance and membership enrollmentswith the launch of WATERinMOTION programmingprogramming.Challenges that can impede growth and successwith regards to water exercise programminginclude a poor member experience, lackluster staffrecruitment and retention, and operationalinefficiencies.A partnership with WATERinMOTION insuresprogrammingpog ag eexcellencece e ce throughoug Instructors uc oCertification Trainings, program managementsystems and performance tracking.At a single club level, this proposal isconservativelyti l projectedj t d ((usingi a WaterfallW t f ll Model)M d l)will drive 40‐100 new members per year, worth 14K to 28K in membership revenue per facility.WATERinMOTION is the newest aqua exercise workout thatprovides a low impact, high‐energy challenge for participants ofall ages, skill and fitness levels. Jump in and make a splash withthi dthisdynamici cardiovasculardil workout,k t whichhi h tonestandd taperstthe entire body. With land equivalent intensity, fantastic sing‐along quality music, and dynamic Instructors, your members willenjoy the pure fun of this 55 minute water extravaganza. Aqua‐PHOBES will forever become aqua‐FANS when they “Catch theWave”!! Incredible music, invigorating movement, andWavemagnificent marketing are the pillars of this amazing program.Land instructors smoothly and easily transition into the pool.Aquatic programs show increases in staff retention andmembership usage.WATERinMOTION Platinum is a shallow‐water,, low‐impactpaqua exercise experience that offers active aging adults anddeconditioned participants a fun workout improvingcardiovascular endurance, agility, balance, strength andflexibility. This customized exercise system provides quarterly‐released music, easy‐to teach and learn choreography, fantasticmarketingkandd scientificallyf ll designeddd programming anddeducation. Our WATERinMOTION Platinum certifiedinstructors can gently share the pure joy of exercise throughthis buoyant, heart‐healthy program.3
BENEFITS OF LICENSING AWATERinMOTION PROGRAM Increased Usage of the Most ExpensivePiece of Equipmentq p(the(Pool)) Consistency of Programming Quality Control of Instructor Delivery Ease of Program Management and Execution Improved Teacher Recruitment & Retention Increased Member Satisfaction Enhanced Member Referrals & Retention Improved Aqua Department Branding Low Cost Entry into Pre‐choreographedAqua Programs Significant Savings on WATERinMOTION Instructors as Compared to Freestyle Teachers4
SILVER&FIT ENDORSEDAmerican Specialty Health Fitness (ASH Fitness) and the Silver&Fit program, an exercise program that can drive new members to yourfitness facility, are proud sponsors of WATERinMOTION .Be part of a new initiative in the health care and wellness fields, whereyou can join a dynamic network that serves nearly 2 million eligibleSilver&Fit members.With WATERinMOTION programs endorsed by Silver&Fit, this gives yourfacility the advantage of increased notoriety and credibility in this growinggroup aqua exercise population.5
WATERinMOTION OVERVIEWWATERinMOTION is licensed in over 160 facilities withover 300 Certified Instructors across North America andthe world ranging from: Independent Health ClubsSmall Health Club ChainsYMCA AAssociationsi iIndependent YMCA FacilitiesJCCsPark DistrictsRecreation CentersGold'ss GymsGold6
Catch The Wave!7
ABOUT WATERinMOTION WATERinMOTION is the newest aqua exercise workoutthat provides a low impact,impact highhigh‐energyenergy challenge forparticipants of all ages, skill and fitness levels. Jump inand make a splash with this dynamic cardiovascularworkout that tones and tapers the entire body. Withland equivalent intensity, fantastic sing‐along qualitymusic, and dynamic instructors, enjoy the pure fun ofthis 55 minute water extravaganza. Aqua‐phobes willforever become aqua‐FANS when they “Catch theWave”! Incredible music, invigorating movement, andmagnificent marketing are the pillars of this amazingprogram. Land instructors smoothly and easilytransition into the pool. Aquatic programs showincreases in staff retention and membership usage.ABOUT SCW FITNESS EDUCATIONSCW Fitness Education is a nationally recognized fitnesseducation body that provides exercise programmingsolutions, hands‐on instructor certifications, continuingeducation courses and national conventions to fitnessprofessionals since 1987. SCW created and distributesWATERinMOTION ; a pre‐choreographed, quarterly‐released, aquatic exercise program offered worldwide.Fitness professionals of all types attend one of our eightMANIA Fitness Professional Training Events inPhiladelphia California,Philadelphia,California Florida,Florida Atlanta,Atlanta DallasDallas, Midwest(Chicago), Washington D.C., and Boston. SCW is "wherefitness professionals go to learn.8
THE POWER OF ‘GROUP’THE POWER OFGROUP EXERCISE 90% of exercisers prefer to work out in agroup Satisfied group exercise members referpeople 3 times more often than other facilitymembers Retention rates are higher for group exercisethan for machine members or lap swimmers Improving the average number of visits perweek a member makes to a facility by 1 willlead to a 30% increase in the clubs retention Group exercise members average # of visitsper week is 2 versus non‐group exercise is 2 45.6% of facility members say group fitness isimportant to keep them motivated as amember 60% of people choose group exercise as the#1 important service offered by a health club Over 40% of health facility members cite“variety of classes” as one of the key featuresthey enjoy about a typical facility experience Members who participate in group fitnessclasses intend to renew their memberships 9%more often than members who do not – 72%vs. 63%THE POWER OF WATERinMOTION GROUP AQUA EXERCISE Water exercise is typically the weakest link in agroup fitness schedule Aqua instructors are usually the least educated,least up‐skilled and least supported staff in afitness facility Water attracts and retains an active older adultmarket Aqua provides a low impact, high energy workoutperfect for both older and younger adults andsupplies the perfect cross training environmentfor athletes of all levels and agespcardiovascular,, musculoskeletal and Improvesbone density in a comfortable environment forbeginning exercisers Aquatic exercise participants are the most loyal ofall group exercise individuals ensuring membershipretention recommendations and renewalsretention, 60% of the WATERinMOTION clients feel soconnected to, and proud of, WATERinMOTION that they desire to spread the word and becomeTrainers and DVD stars 100% of the WATERinMOTION Instructors,Managers and Directors would recommendWATERinMOTION to other facilities, Instructorsand students9
Customer Survey Results10
WATERinMOTION CUSTOMER SURVEYQUESTION 1. What is your role in your club/facility?Executive Director3%2.7%Fitness Director4.0%Aquatic Director6.7%Group Exercise Manager14.7%Land Group Exercise Instructor12.0%Aqua Group Exercise Instructor60.0%Executive Director4%7%Fitness Director14%60%Aquatic DirectorGroup ExerciseManager12%L dGLandGroupExercise InstructorAqua GroupExercise InstructorSurvey sent to 250 individuals with 73respondents, equaling a 29.2% return. This largesurvey return demonstrates a strong affiliation andcommitment to WATERinMOTION .11
WATERinMOTION CUSTOMER SURVEYQUESTION 2. Would you be interested in the following information?70.0%60.0%Becoming a Champion37.5%50.0%40.0%Becoming a Trainer57.5%30.0%20 0%20.0%Being in a WATERinMOTION DVD release60.0%10.0%0.0%Survey results demonstrate affiliate’s commitment,belief and willingness to invest deeper into theWATERinMOTION program.Becoming aChChampioniBecoming a TrainerBeing in aWATERinMOTION WATERiMOTION DVD releaseBecoming aChampionBecoming a TrainerBeing in aWATERinMOTION DVD release12
WATERinMOTION CUSTOMER SURVEYQUESTION 3. Between what times of the day would you position WATERinMOTION ?Early Morning 7‐9am22.5%Mid Morning 9‐11am74.6%Lunch Time 11am‐1pm11.3%Early Afternoon 1‐3pm0.0%Afternoon 3‐5pm8.5%Evening 5‐7pm77.5%Saturday 8‐10am31.0%Saturday 10‐12pm16.9%Saturday 3‐5pm0.0%S d 8‐10amSunday8 105 6%5.6%Sunday 10‐12pm4.2%Sunday 3‐5pm2.8%90.0%80.0%70.0%60.0%50 0%50.0%40.0%30.0%20.0%10.0%0.0%WATERinMOTION is best run mid‐morningand early evening.13
WATERinMOTION CUSTOMER SURVEYQUESTION 4. Between what times of the day would you position WATERinMOTION – Ages 60 ?Early Morning 7‐9am29.5%Mid Morning 9‐11am65.6%Lunch Time 11am‐1pm11am 1pm14.8%Early Afternoon 1‐3pm14.8%Afternoon 3‐5pm4.9%Evening 5‐7pm11.5%Saturday 8‐10am18.0%Saturday 10‐12pm3.3%Saturday 3‐5pm0.0%Sunday 8‐10am6.6%Sunday 10‐12pm3.3%Sunday 3‐5pm6.6%70.0%60.0%50.0%40 0%40.0%30.0%20.0%10.0%0.0%WATERinMOTION is best run early‐morningand mid‐morning.14
WATERinMOTION CUSTOMER SURVEYQUESTION 5. What demographic would you like to see more of in WATERinMOTION filming?Men27.4%Fit, athletic individuals29.0%Average, every‐day individuals43.5%Older adults14.5%Older adults3.2%Average,every-dayindividualsWomenFit, athleticindividuals30.6%MenActive aging adultsWomen21.0%Active agingadultsMiddle‐aged adultsMiddle-agedadults27.4%Younger adultsYYounger %5.0%0.0%WATERinMOTION attracts ALL demographics, most importantly averageeveryday individuals feel comfortable in this environment. Active agingadults, fit/athletic individuals, middle‐aged, younger and older adults allsucceed in WATERinMOTION .15
WATERinMOTION CUSTOMER SURVEYQUESTION 6. What demographic would you like to see more of in the WATERinMOTION marketing materials?Men34.4%Fit, athletic individuals37.5%Average, every‐day individuals35.9%Older adults10.9%Older aduults4.7%Average, every-ddayindividualsWomenFit, athleeticindividuaals25.0%MenMActive aging adultsWommen26 6%26.6%Active aging aduultsMiddlMiddle‐agedd adultsd e-aged aduults37.5%Younger aduultsYounger adultsWATERinMOTION will continue to marketand service all demographics.16
WATERinMOTION CUSTOMER SURVEYQUESTION 7. Would you recommend WATERinMOTION to someone else?Yes100.0%No0.0%100% of the WATERinMOTION customerssaid that they would recommend the programto someone else.17
Testimonials18
WATERinMOTION IN THEIR OWN WORDS “In a recent 9 month study, we haveseen our member usage increase onaverage 18% which is quite significant.We are also now attracting 13‐60new‐to‐aqua‐fitness members permonthh as a company. “ANN GILBERTVice President of Fitness For Shapes Total FitnessTampa Bay Area ‐ Florida(813) ml19
"We implemented WATERinMOTION (WIM) about a year and a half ago and have been extremelysatisfied and surprised with what WIM has done for our aquatic programming.pand saw our aquaq attendance growgand growgand grow.gWe trialed WIM in 3 clubs,, or what we call a "pod"Now having expanded WIM into 8 of our facilities. In a recent 9 month study, we have seen ourmember usage increase on average 18% which is quite significant. We are also now attracting 13‐60new‐to‐aqua‐fitness members per month as a company. The age group that we are attracting seemto be the 35‐45 year old market. Younger people are now using our pools while we still maintainthe 45‐65 year old attendee.We have also found that we are now recruiting and retaining high‐end aqua instructors. On average,we have added 7 new instructors for each of the 8 clubs, almost 50 new‐to‐water instructors for ourcompany as a whole. With a shortage of good quality aqua instructors worldwide, WIM has createdan outstanding system and network by which to train and up‐skill great aquatic leaders.We wanted Shapes to stand out in our community and for Shapes to be a place to go to for great aquaticprogramming. WIM has done this for us through their fantastic system and easily customizable brandedmarketing. We use it for community events, in‐club marketing, social networking (blogs),and television.We have also been able to now fill our aqua schedule with classes that begin at 5:30 in the morningandd go untiltil 8:008 00 att night.i ht LikeLik an emptyt cyclel studio,t di our pooll was once empty.t NNow it iis bbeingi used!d!We have just started to trial WATERinMOTION Platinum in one of our facilities. WIM Platinum is a slightlyshorter, slower, and simpler program designed to accommodate an older adult 65‐90 years old. Westarted with 3 attendees and are now up to a constant 25 (which is the limit in our pool area).We even have to take a waiting list. On Memorial Day we had a fun event and filled the pool with25 attendees for WIM Platinum. We had 15 more ready to go in, and had to hold another impromptuclass right after the scheduled program to accommodate these excited members. Because of this positiveresponse. we will be launching WIM Platinum across the boards in more facilities soon."Ann GilbertVice President of Fitness For Shapes Total Fitness, Tampa Bay Area ‐ Florida(813) 927‐4112 ‐ com20
WATERinMOTION TESTIMONIALS"WATERinMOTION is working! It is a great program that I attend myselfand it is the most exciting water class I have experienced in quite a longtime. It offers cardio and strength without putting extra tension on the hipand knee joints,joints which is great for our members! The average classattendance for our WATERinMOTION classes is 18‐20 participants with amax capacity of 25 participants. In a two month span, we acquired 14 newmemberships directly from WATERinMOTION !"WATERinMOTION !Lauran DelaGrange – Group Fitness ManagerSarasota YMCA,, Sarasota,, FLldelagrange@thesarasotay.org // 941‐955‐819421
WATERinMOTION TESTIMONIALS"Our members always say that they keep their club memberships because of the wonderfulwater programs we offeroffer, especially WATERinMOTION ! WATERinMOTION has helped togrow our membership numbers. Our sales staff encourages our participants to takeWATERinMOTION and our classes continue to grow. Also, members bring their friends, andwhen they do, they seem to always love the class and join the club. WATERinMOTION hasiimprovedd our water program byb addingddi variety,igreat music,i andd awesome choreography!hh !While we only have two WIM instructors, me and another girl, we always sub for each otherand support each other's classes. With our last WATERinMOTION launch we had a recordsetting turnout! Members and staff really enjoyed it, which has increased morale. TheWATERinMOTION and SCW staff has assisted us with every step in launching the program,especially Laura, who is always there when we need her and goes above and beyond ourexpectations!"Andi Brown – Aquatics CoordinatorGold's Gym North Roanoke, Roanoke, VAandrea0023@aol.com // (540)‐314‐263422
WATERinMOTION TESTIMONIALS"II am very pleased with what WATERinMOTION WATERinMOTION is doing for our membershippopulation as it definitely encourages diversity and gives something fresh and new toour members. Our aquatics instructors were well educated prior to attending theWATERinMOTION certification training but now love teaching it! Prior to offeringWATERi MOTION inWATERinMOTION i bothb h pools,l classlattendancedaveragedd 10‐1210 12 participants,i ianddnow classes are getting an average of 17‐19 participants. We launched two locationsin February 2013. From February to May 2013, 507 people attended WIM classes atone club and 300 ppeoplep attended WIM at the second location. We love thisprogram!"Robin Ellis – Group Fitness DirectorDynamic Dimensions,Dimensions SulphurSulphur, LArellis@wcch.com // 337‐527‐545923
The Business of Alignment24
WATERinMOTION PARTNER FACILITIES25
FEATURES & BENEFITSMANAGEMENTDedicatedconsultants tomeet yourbusiness goalsStep by stepStep‐by‐stepguide andsupport toimplement theprogramsTRAININGGROW REVENUETHROUGH AWATERinMOTION PARTNERSHIPSOLUTIONPROGRAMMINGAqua groupexerciseprogramspgfor everyskill levelLandinstructorssmoothly andeasilytransition intothe poolFresh brandedmusic andchoreographyevery 90 daysCompleteptrainingsolutions forinstructors andtrainersNationallyrecognizedevent supportSafety andqualityassuredOngoingg geducation andup‐skillingCareer ppath forinstructorsMARKETING24/7 accessto d26
Business Models27
THE PROGRAMSWATERinMOTION is the newest aqua exercise workout that provides a low impact, high‐energychallenge for participants of all ages, skill and fitness levels.WATERinMOTION Platinum is a shallow‐water, low‐impact aqua exercise experience that offers active aging adults anddeconditioned participants a fun workout improving cardiovascular endurance, agility, balance, strength and flexibility.28
WATERinMOTION INSTRUCTOR TRAININGMODELSUBMITASSESSMENT510SSubmitb it your videoidassessment toensure a safe andeffective learningof the program.1DOWNLOADCHOREOSUMMARYDownload the ChoreoSummary and FlashCards at any time.TURN THEFAUCET ONSIGN UPSigng upp for yyour initialTraining module.AUTOSHIP(LEARN &RELEARN))Every 3 Months you’llreceive the latest releasewith exciting newchoreographyand instructions.Take a WATERinMOTION Class and test the waters2Be part of somethingbigger than yourself,you are now apart of the newest waveIn Aqua exercise!64THE TRAININGPACKAGE3You’ll be sent the VideoRelease, Music andChoreo Notes.LIVE THEDREAM!UPGRADETOTRAINER9Become a WATERinMOTION Trainer at a licensed facilityand demonstrate yourfull understanding ofthe program.78UPGRADETOCHAMPIONBecome a WATERinMOTION Champion and become oneof the elite instructors. Star inDVDs and help promote the program.GFMsQUARTERLIESMANIASTighten the pipes with our liveWorkshops and MANIA Fitness conventions.Never far from where you are!29
Promotional Support30
WATERinMOTION MARKETING – SILK BANNERSDon’t just own the water,own the pipeline.WATERinMOTION is a ready made systemthat steadily streams in new choreography,marketing and promotional materials thatguarantees the best use of your poolpool. Thispipeline of materials eliminates the constantdrain of searching for ways to promote yourclasses. This consistent flow of support andmarketing materials keeps the watersrunning and the pool filled withexcitement, energy and enthusiasm.It’s like a fountain of youth for your pool!31
WATERinMOTION MARKETING – WAVE RELEASE BANNERS32
WATERinMOTION MARKETING – WAVE RELEASE POSTERS33
WATERinMOTION ONLINE TRAINING SUPPORT34
WATERinMOTION ONLINE TRAINING SUPPORT35
WATERinMOTION MARKETING KITS Marketingk i KiKits are downloadabledl d bland writeable PDFs (with an areafor logo insertion) that give ourlicensed clubs the power topromote and ggenerate members.p Used as a sales tool and addedvalue for licensees to promotetheir programs. Marketing Kits have uniquethemes to keep interest fresh. Each kit includes:–––––––PosterSign‐Up SheetsInstructor Track AssignmentsFree Class and Event PassesTips for a Top Notch LaunchInstructor Recruitment PostersClass Punch Cards36
WATERinMOTION MARKETING KITS FOR EVERY SEASON37
WATERinMOTION MARKETING KITS38
WATERinMOTION HOME STUDY CERTIFICATION SITE39
Return on Investment40
PROGRAM FEESTYPE OF FEEDESCRIPTIONRETAIL PRICEThe only pre‐choreographed aqua exercise system forgroups of all ages and fitness levels 1001 day, 8 hour Instructor Training, 5 online modules/exams (includes Assessment) 199Online Certification5 online modules/exams ((includes Assessment)) 199Continuing Education WorkshopsQuarterly Education and Up‐skilling WorkshopsFREE ‐ 998 MANIA Fitness professional conventions nationwide. Philadelphia, San Francisco, Orlando,Atlanta, Dallas, Washington DC, Chicago and Boston 179(regularly 249)Flotation Noodles 5.95LICENSING FEESWATERinMOTION INSTRUCTOR FEESCertification TrainingMANIA Fitness Professional ConventionsEQUIPMENT FEESAqua Noodles41
LICENSING AND INSTRUCTOR FEE INVESTMENT MODELANNUAL PROFORMA (PER CLUB)WATERinMOTION REVENUENew Members per Club per Year (4 per month)48M thl MMonthlyMembershipb hi FeeF 38 99 38.99Membership Revenue per Club per Year 22,458Membership Revenue per Club per Year (Waterfall Model) 12,165 (60%)EXPENSESLicensing FeesC tifi ti TTrainingCertificationi i CostsC tWautoship Instructor Kit Costs 1,200 ( 100/month) 570 ( 190 forf 3 Instructors)I t t ) 29.95 x 4 times per/yr x 3 Instructors 359.40Total Costs 1,829ANNUAL OPERATING INCOME PER CLUB (Waterfall Model) 10,21542
For more information ion.com43
ABOUT SCW FITNESS EDUCATION SCW Fitness Education is a nationally recognized fitness education body that provides exercise programming solutions, hands‐on instructor certifications, continuing education courses and national conventions to fitness professionals
