By Jarod Cogswell, Special FBA Contributor
Member engagement is and always will be one of the most critical missions of any fitness business. It’s not simply the training, the class format, or “the system” that keeps our clients coming back, it’s the relationship we build with each individual and the connections between them that they enjoy together.
As a veteran coach that has had the amazing opportunity to lead group fitness classes and work alongside some of the best in the business, I’ve created a “cheat sheet” to build a following, increase group participation, and ultimately, improve member retention.
INVITE!
As fitness professionals, we must remember that not everyone thinks of exercise and training as we do… a way of life. Therefore, we must do our very best to reach out to members of all levels and use our resources wisely. Be intentional. Meet and greet as many members as possible. The gym is a great “sidewalk” for connecting. Give them a nudge and if your facility has a private member Facebook page, use it to your advantage… Invite, everyone! And do it, consistently. 
CREATE THE VIBE
As a fitness coach, we must remember 3 important rules:
- Educate
- Motivate
- Inspire
A safe, effective and productive session is vital, as well as, the energy of the room. Over prepare. Have that playlist dialed in because music does matter. Create a purposeful workout. Introduce a theme or mindset for the class. Strive for fun and memorable. And last, but not least, get all participants comfortable prior to starting the class. Explain your plan of attack!
CONNECT
We all know this, but as a reminder, there is nothing more powerful than a class participant hearing their name. With that said, welcome each and every participant to class, learn their name if you don’t know it, and most importantly use it. Heck, it’s an honor that they chose your class! Also, recognize effort and praise. That’s motivation!
And lastly, whenever possible, introduce class participants to one another. Help cultivate relationships and you will build raving fans.
THE POST-GAME HUDDLE
While first impressions are important to a group fitness experience, the parting wish cannot be undervalued. After a class full of energy, high levels of effort, and inspiring one another beyond who they were before they walked into the room, your class participants are now a team. And as the coach of that team, it’s your duty to congratulate them for becoming better versions of themselves. Be humble. High five and fist bump each one of them and ask them to do the same for one another. Thank them for coming. Ask them to come back with a friend who could use similar inspiration.
How each member feels matters. And there’s no better feeling than being surrounded by the right tribe.
Jarod Cogswell is the Co-creator and Senior Director of Spartan DEKA, the Decathlon of Functional Fitness, designed for ALL levels. He is also a proud Todd Durkin Fitness Business Mastermind Coach and CEO of WORK like an Athlete. He can be reached at jcogswell@enterpriseathlete.com.
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