Friday 4th September Business Briefing Special Guest Roz Chandler Building a Strong Fitness Community

Roz has built an incredibly successful community fitness business alongside her online Lift Lean™ membership.

She live-streams her community classes, enabling her to reach and support even more people, and this year she successfully organised her very first fitness event.

Join us as Roz shares her top tips for:

• Building a strong and loyal fitness community
• Live-streaming community classes
• Creating a successful online class membership
• Planning and running your own fitness event

Follow Roz and discover more about her business here:

https://www.facebook.com/RozChandlerFitness

This briefing interviews Roz Chandler about building a successful multi-income-stream fitness business, combining community classes, live streaming, memberships, recordings, online programmes and events.

Hybrid community classes

• Roz teaches people in the hall and on Zoom simultaneously.
• Some classes attract around 40–50 in person plus up to 20 online.
• Online participants see Roz rather than the class members.
• A phone on a small tripod streams the class.
• Strong verbal cueing is essential because Roz can’t easily see online participants.
• Classes are recorded and added to an on-demand library.
• Clubbercise can be live-streamed but isn’t recorded because of licensing restrictions.

Membership model

• Around 99% of community customers use monthly memberships.
• Gold: live classes + streaming + replays + courses.
• Silver: two classes per week, either online or in person.
• Bronze: recording/on-demand library only.
• Growing the Bronze on-demand membership is a future priority.
• Membership permissions and failed payments are largely automated.

Wix and fitness app

• Uses Wix for the website, memberships and video library.
• Customers can access workouts through the Fit by Wix app.
• Videos are organised into different workout channels.
• Roz paid roughly £3,000 for a three-year premium Wix package, which included substantial/unlimited video storage in her setup.
• Customers can also access content through a computer.

Hybrid-class technology

• Phone + tripod
• Zoom subscription
• Wireless microphone
• Small audio mixer
• Music system/speaker
• Mixer sends clear instructor voice and music to online participants.
• Roz recommends getting the wiring/setup organised carefully before teaching.

Why hybrid works

• Customers can switch to online if they can’t attend the hall.
• They still participate at the scheduled class time, supporting accountability.
• Members also get the recording afterwards.
• Online participants feel like they’re part of the real class, rather than simply watching a prerecorded workout.
• Recordings also provide clips for future social-media marketing.

Customer retention strategy

• Every day Roz contacts:
• 5 lapsed customers
• 5 current members
• Messages are personal rather than sales-heavy.
• Example approach: “Sorry we haven’t seen you for a while—I’m here if you’d like to chat.”
• If someone mentions an injury/problem, she may send a relevant short workout.
• WhatsApp is preferred over Facebook Messenger for customer conversations.
• Scrolling older WhatsApp conversations helps identify people she hasn’t contacted recently.

Lift Lean in 15

• Live 15-minute strength workout at 6:30am.
• Runs on Zoom using a consistent link.
• Recordings are uploaded to the app.
• Some community members receive it within their membership.
• Standalone Lift Lean membership is around £20/month.
• Roz currently has roughly 10 standalone Lift Lean members.
• Short themed weeks, such as abs week, can later become standalone digital products.

Repurposing content

• Record live class once.
• Add it to the membership library.
• Use clips for social media.
• Combine themed recordings into paid programmes.
• Offer them as membership benefits.
• Create travel-friendly workouts using bands, water bottles or minimal equipment.
• One piece of teaching can therefore generate multiple uses and revenue opportunities.

Wellness events

• Roz began with smaller wellness mornings at a local hotel.
• Format included workouts, relaxation/wellness sessions and brunch.
• She then approached Bowood Hotel Golf & Spa Resort for a larger event.
• First major wellness event attracted 97 participants.
• Collaborated with other local instructors/supporters.
• Charged approximately £45, which she now believes was too low.
• Next event is planned at approximately £79.
• Next event date mentioned: 16 May.
• Based around Chippenham, Wiltshire.
• Event footage is also given to guest presenters for their own marketing.

Key business lessons

• Build multiple revenue streams from work you’re already doing.
• Hybrid teaching can generate in-person income, online income and reusable recorded content simultaneously.
• Memberships create predictable recurring revenue.
• Personal customer contact can be more powerful than relying entirely on social-media posts.
• Start with smaller events, learn what works, then scale.
• Review pricing after each event and ensure food, venue and other costs leave sufficient margin.
• The overall model is: teach once → livestream → record → library → membership → repurpose → sell again.