Thursday 6th November Briefing

Summary

• Introduction and Setup

  • Informal start discussing lighting and studio setup before moving into business topics.

  • Excitement about the launch of a new “hot class” studio and the continued evolution of training environments.

• Revisiting Online Business Strategy

  • Recap of the previous day’s discussion on online and hybrid models.

  • Online business doesn’t need to be permanent; seasonal or time-bound programmes work well.

  • Using social media to nurture personal brands and create future online opportunities.

  • Even if one focuses on community classes, maintaining an online presence ensures longevity and brand reach.

• Income Stability and Diversification

  • Importance of having multiple income streams for stability.

  • Community classes experience peaks and troughs; online programmes help balance these fluctuations.

  • Being strategic online can create consistent supplementary income.

• Designing a Sustainable Online Model

  • Avoid complex ongoing subscriptions that become unmanageable.

  • Create short, themed programmes that are simple to communicate and deliver.

  • Blend live and pre-recorded content for flexibility.

  • Use brand names and frameworks to make programmes recognisable and easy to market.

• Lessons from the Pandemic

  • Online fitness evolved rapidly post-2020, and trends have shifted toward wellness.

  • Consumers want simplicity, flexibility, and emotional connection rather than intensity.

  • The “wellness and well-being” market now dominates online demand.

  • Fitness professionals must adapt to offer gentle, restorative, and functional programmes.

• Trends and Market Awareness

  • Big operators move slowly due to their scale, so small creators can launch quickly and adapt faster.

  • Recovery, wellness, yoga, Pilates, mobility, and stress management are emerging opportunities.

  • Combining physical and emotional well-being appeals strongly to the modern audience.

• Community and Value Add

  • Online programmes enhance community engagement and retention.

  • Use them as a value addition to live classes and events rather than a replacement.

  • Offer short-term programmes to generate excitement and attract new members.

• Example Business Models

  • Example: 5 x 10-minute workouts per week, mixing strength, cardio, and Pilates with WhatsApp coaching.

  • Effective programme duration: 2–4 weeks, with clear outcomes and simple communication.

  • Keep price points accessible (£19.99 was highlighted as successful).

• Programme Structure and Design

  • Keep workouts short (10–15 minutes) to fit modern lifestyles.

  • Encourage consistency rather than long sessions.

  • Combine multiple elements such as mobility, stretching, and mindset work.

  • Incorporate voice-note coaching for accountability and personalisation.

• Using Technology and Voice Coaching

  • WhatsApp voice notes make communication personal and easy.

  • Recorded audio tips and motivational messages build connection and engagement.

  • Use a mix of YouTube (unlisted), Vimeo, or private website links for content delivery.

• Marketing and Communication Tips

  • Clearly explain programme benefits in one sentence (under 8 seconds).

  • Example: “Join the Fitness Pilates Boutique – 10 minutes a day plus one wellness tip.”

  • Simplicity is key for sales; people respond best to clear, direct offers.

  • Use social media to promote online wellness alongside in-person services.

• Integration with Existing Classes

  • Offer online programmes as add-ons to existing class members at a discounted rate.

  • Combine in-person and online clients to boost community engagement.

  • Encourage local participants to test online formats before larger launches.

• Practical Advice for Fitness Professionals

  • Avoid overloading clients with too much information—simplicity increases completion rates.

  • Focus on habit-building, small steps, and sustainable consistency.

  • Imposter syndrome is common but unfounded; experience and authenticity matter most.

• Events and Future Plans

  • Upcoming live workshops, step masterclasses, and content creation days mentioned.

  • Encouragement to attend live events for community and skill-building.