I really like lifting weights and building mass. It’s a lot of 
fun and I like having a nice body. The experience of building muscle is 
fantastic because it looks and feels good, it makes doing physical 
things easier and it gives you a huge lesson in body awareness. I’m 
going to stick with building muscle.
But I’m also a cycling instructor. Riding an indoor bike is an 
athletic activity, like running fast on a tread mill, but it isn’t a 
mass building activity. In fact, of the 6 different fitness classes that
 are offered at our gym, only one of them is geared towards mass 
building. And there is very little cross over between the fitness class 
participant members and the mass building members. I’m one of the rare 
members who participates in both weight lifting for mass and group 
exercise. But I’ll do whatever is put in front of me to do. And that 
brings us to cardio equipment.
There is a third type of exercise that people come to the gym for and
 that it cardiovascular exercise. This is the middle ground between 
lifting and Group Ex. Many lifters and Group Exers use the cardio 
equipment to burn extra calories. Some people actually use it as cardio 
equipment, working at high enough intensities to dramatically improve 
their cardiovascular health.
So of these three types of members, lifters, group exers and cardio 
freaks, what drives the bottom line of a gym? Well, moving forward I 
think it is going to be group fitness and here is why:
Lifters are always lifters. There are a few people who turn to the 
plates later in life. It’s a lifestyle if you want to make it work and 
most people don’t get that much out of it to start doing it when they’re
 any older than their 20’s. This group more or less stays the same size 
and grows or shrinks based on the number of people who are in the 
lifting age range. The point is, don’t count on there being a big 
increase in the number of lifting only members at your gym. The good 
news is they cost very little to keep once the initial over head has 
been laid out. Their retention depends more on the initial cash outlay 
for equipment than anything else. Keep the equipment  working and leave 
them be.The cardio only people are the same way. Buy enough good 
equipment when you open your club and you won’t have to worry about this
 group. Cardio only people train themselves and they keep to themselves.
 Their numbers are dependent upon the age of the population.
This leaves Group Ex. Group Ex is where you need to focus your effort
 because it entices members who need more than just the equipment to 
perform a workout, it grabs them because Group Ex provides the 
motivation and education to help members get their workout. Along with 
helping to get people involved, Group Ex makes it fun. It adds enjoyment
 to an otherwise joyless experience which will help to ensure 
participant retention. Since the classes are very effective at building 
fitness, making them fun is going to improve your bottom line.
Group Ex will open your gym up to a much larger audience than the traditional group of users, thus driving your bottom line.
The beauty of it for a gym owner is that there is very little 
overhead associated with group exercise. The initially start-up costs 
are marginal in comparison to resistance training or cardio equipment. 
Operating costs are also low when compared to cardio and only slightly 
larger than resistance training costs.
The only cost that group exercise has that the others do not is the 
cost of the instructor. This is were you are going to need to invest the
 most effort to ensure that you maximize the growth potential of the 
group exercise market. Good instructors will facilitate exceptional 
experiences for participants, turning them into vocal advocates for the 
classes. They generate really positive word of mouth opinion about your 
club.
I compare instructors to personal trainers because both serve a very 
similar role and appeal, to a large extent, to the same type of people, 
those who need social accountability or external motivation in order to 
engage in fitness activities. Group Ex is going to do to that fitness 
studio what personal training has done to your lifting section, turn it 
into a money maker.