by Sara Kooperman, JD

Almost everyone is familiar with the K.I.S.S.S. Principle, Keep It Simple Stupid and Short. That mentality also applies when it comes to teaching Group Ex classes, specifically when introducing a new format. 

All programs are designed with a purpose and participants expect results as they progress.  SCW has several choreographed programs, S.E.A.T. (Supported Exercise for Ageless Training) and WATERinMOTION®, which has three different specifically focused goals.

When these programs were created, their design teams sat down and derived a fool-proof method to not only teach the classes, but to introduce them to the students and simplify advertising and marketing.  The method is referred to as S.I.M.P.L.E. and due to the simple breakdown, both S.E.A.T. and WATERinMOTION® are wildly popular and are taught around the world.

Let’s take a look and breakdown the S.I.M.P.L.E. Launch.

SET GOALS –

WATERinMOTION® is an aqua-based, choreographed, group exercise class that changes the music, choreography, and marketing every 12 weeks. It has three formats, Original, Platinum, and Strength and each one is designed for different purposes, but in the end, all have the same goal; help the participant gain the confidence needed to live a healthy and happy life. 

WATERinMOTION® is a licensed program that is taught in public and private pools across the globe. What makes it unique is that a student can go to Japan and receive the same workout as they would in Chicago.   When new choreography is being introduced in a facility, the event is called a Launch.  This friendly workout encourages participants to bring their non-member friends, family, and colleagues to the Launch class. The goal is to have a full-blown party, or simple master class every twelve weeks to encourage client involvement and attendance growth. It is also to have loyal clients bring referrals to grow the classes and expand the facility’s membership. Set goals for this Launch… Try to get at least 10 new clients to come with their friends and have at least five of them “Sign-Up Today”! To encourage this, offer a one-day-only discount or an enroll-now promotion.

INFLUENCERS –

Every program has Influencers, and in order to succeed, they need to be engaged. These leaders – the instructors, facility managers, front desk staff, physical therapy (PT) clients, members, and of course, participants must be on the ground level to promote the Launch and attract as many new people as possible.  Now-a-days, everyone has some type of social media account, and each account has a different group of followers.  Each Influencer needs to post information on the Launch and tag facilities, friends, and clients. 

MARKETING KITS –

As mentioned, WATERinMOTION® offers what’s called a Launch Kit and there are over 20 kits available (view kits www.waterinmotion.com/marketing).  They are based on seasons and holidays, and each one can be personalized per facility and class. These are specially designed marketing kits which include Adobe-writable spaces to fill in the specific information for the Launch. Within the kit are Mini-Posters, some are generic, and others focus on a holiday or time of year.  They can be posted on doors, in bathrooms, and even at local businesses – doctor’s offices, PT clinics, and community centers.  Don’t forget the local coffee shop, as that is a great source for finding new participants.  Another Launch Kit gift is a class punch card which offers 10 or 20 class options. This  makes it easier to track those who just want to attend WATERinMOTION® versus the other classes.  If you don’t charge, they can be used to simply encourage participation and attendance through prizes. Enter in an expiration date and once a student fills their card, they would be entered into a drawing to win a prize, maybe discounted personal training sessions or a gift certificate to a local restaurant.

PLAN –

The quote by Ben Franklin says, “If you fail to plan, you are planning to fail.”  You must have a detailed outline of what your participants can expect on your Launch Day. Everyone loves a party, so add on a luncheon or evening gathering.  Your members can bring food or prizes.  They love to contribute and socialize.  Your plan should include the who, what, where, when, and how of the event. And be prepared to sign people up there and then.  Use a large typeface on your signs so your clients can easily read them. Be sure to have your business cards and large QR code ready for your attendees to join by going straight to your method of payment, such as Zelle, Square, Venmo, or PayPal.

LET PEOPLE KNOW –

The best way to get people to your Launch is by getting the word out. Use the marketing kits. Announce, announce, and announce again in your classes, throughout the weeks before the Launch. Pass out event flyers at every turn and hand out FREE class passes. Tape them to the inside of the bathroom stalls and on the bathroom mirrors. Display them proudly at the front desk. Check with your local newspapers and radio stations to announce the events. Many of them will do this free of charge or add them to the community calendar if you only take the time and make the effort.

ENJOY –

Last, but not least, don’t forget to have fun! Make it a party, the place to be. Get excited and spread the word! Enjoyment is the name of the game, and no one wants to have FOMO!

For more information about WATERinMOTION® go to www.waterinmotion.com or S.E.A.T. visit www.seatfitness.com.  It’s time to join the PARTY!