THE SITUATION

Boasting a 109,000-square-foot space outfitted with state of the art equipment including a 17,000-square foot aquatics park replete with waterslide, The Hockessin Athletic Club is the largest fitness facility in Delaware and among the largest on the East Coast. A family-oriented facility, HAC strives to keep fitness fresh and fun for all 4,700 of its membership units.1

Upon joining, members have free access to a broad array of group exercise classes ranging from martial arts to dance to yoga in addition to fee-based individual and small-group training sessions with staff personal trainers. Still, HAC sought to better service members whose needs fell between these two ends of the fitness continuum. But how?

THE SOLUTION

The solution came unexpectedly in 2008 when several of HAC’s personal trainers read about the TRX Suspension Trainer™ from Fitness Anywhere® and gave it a try on their own. They loved it so much that they lobbied HAC’s Fitness Director, Maria Argiroudis to add TRX classes. After her own analysis, Maria made the decision to roll out a complete TRX Suspension Training® program. In order to bridge the gap between personal training and group exercise classes and best meet their clientele’s needs, Maria had her staff attend a full-day TRX Suspension Training Course and HAC purchased enough TRX’s and TRX wall-mounts to have 6-7 participants per class.

“We all came out of the Suspension Training Course hyped and feeling well prepared to start teaching the next day,” says Rachael Ling, HAC’s Assistant Fitness Director. “The course’s demonstrations, as well as the hands-on portions, covered just about every question we could possibly have. Our heads were swimming with ways to incorporate this piece of equipment into current client routines. The course was a definite advantage for starting up our TRX program.”

HAC implemented a modular approach to its TRX classes with an emphasis on functional strength training and metabolic conditioning. Every class drew from the same pool of exercises but instructors mixed up the order, sets and duration of movements to provide a comprehensible but varied experience for those new to Suspension Training. Initially, HAC offered 15, hour-long introductory TRX courses per week.

Members were given a chance to take their first introductory TRX class free of charge with the option to continue taking TRX classes with the purchase of 8, 12, 24 or 48 class packages at $5 per class. HAC found that the classes sold themselves. “People would really like it, then they’d buy a package up front and we’d plug them into a time slot. All of the time slots filled up within eight weeks and then we didn’t have any room left,” says Ling.

THE NEXT STEP

TRX classes proved so popular that HAC expanded its TRX offerings from 15 to 22 classes per week to accommodate excess demand and better serve members’ needs. Even with the addition of extra classes, “Our Tuesday and Friday classes have a waiting list,” says Ling. “We make a point of meeting every month and discussing how to make the class fresh, maintain interest and drive progress.”

Eight months after introducing TRX classes, they’re now so popular that HAC is adding an outdoor TRX Suspension Training Zone that will accommodate 12-15 participants per class. Members continue to flock to TRX classes. “I have worked out with personal trainers for years and love the attention and focus on proper form,” says Jacqueline Ettinger, 46, who has become a devotee of HAC’s TRX classes. “I also attend group classes and enjoy the social aspect and energy of a group. Doing TRX you get the best of both—a trainer who is observing, teaching, correcting and motivating and five other people to keep you going.”

THE TARGET MARKET

When HAC surveyed its TRX class participants recently, the results revealed a varied population. “Our target demographic ranges from 12-year-olds to seniors in their upper 60s. Daytime is stay at home moms. People are much more aware of the functional training movement and are drawn to that aspect of the TRX. For the more de-conditioned population, the number one fitness concern is stability. Just about everything on the TRX involves abdominal activation and involvement, so TRX classes appeal to that population, too,” says Ling.

HAC has also discovered that TRX classes tap into a previously underserviced market that exists in every fitness facility. “We call them cardio fiends. They live on the cardio machines and run, run, run but they know they need more functional, dynamic training to reduce their risk of injury. It’s not their cup of tea to pick up weights, but the TRX is less intimidating, more novel, and therefore more appealing to this group.”

RETURN ON INVESTMENT

Within a month of launching its TRX small group exercise program (15 classes per week, 6-7 participants, classes priced at a modest $5 per class), HAC had recouped its initial investment and began to turn a profit. “To us, success is reaching out to a population we aren’t currently reaching out to,” says Ling. “Based on our surveys, 87% of TRX class participants aren’t involved in group fitness or personal training at the facility so TRX classes complement rather than cannibalize other potential revenue streams.”

While HAC offers numerous large group exercise classes free of charge, “charging $5 per class for TRX classes has never been a problem. In the beginning people bought smaller packages to see how the classes worked and now people are buying much bigger packages because they know slots fill up so quickly and they want to be guaranteed a slot in the class.”

Beyond the financial benefits, HAC has seen less tangible but equally important rewards for members who take TRX classes. “People build camaraderie, they build friendships,” in TRX classes, says Ling. These bonds build loyalty, drive repeat business and make the TRX classes among the stickiest fitness options that HAC offers. They also differentiate HAC from the competition and add another unique selling point to this robust facility’s arsenal of sales tools.

THE FUTURE: MORE UNTAPPED POTENTIAL

With minimal investment, HAC has seen huge results from its TRX classes, and HAC owner Bob Carpenter sees even more potential for the TRX classes in the future. “TRX continues to be a very popular program for us. The intensity of the workout and the affordable price per class now allows our instructors to regularly touch 100 members that weren’t doing either group exercise or personal training. I expect to see participation continue to increase. I highly recommend adding TRX to your club’s list of programs.”

TESTIMONIALS

I do not like TRX…I absolutely LOVE it!!!!! I have been working out religiously 5 or 6 times a week for 5 years. I have always valued the benefits of cross-training. My fitness regimen consists of attending group fitness classes that range from cycling to weight training to weighted yoga to rebounding. When I started TRX 4 months ago, I noticed within 4 weeks that my muscles had changed shape and became much more defined. More importantly, I am considerably stronger than I ever was by my weight lifting. The improved balance that I have gained has benefited me in other areas of my workouts and my life! I could never do my other workouts as well without TRX. It has crossed the last “t” and dotted the last “i” of my regimen and has challenged my muscles in a way I never knew such a simple piece of “equipment” could.

Rita Crowley

The best of both worlds is how I think of TRX. I just love it!!! I have worked out with personal trainers for years and love the attention and focus on proper form. I also attend group classes and enjoy the social aspect and energy of a group. Doing TRX you get the best of both- a trainer who is observing, teaching, correcting and motivating and five other people to keep you going. I have also seen changes in my body and my abilities. Friends and family have also noticed!!! I can’t rave enough about it! It’s fun and really challenging. I try very hard NOT to let anything interfere with my attending class. I HATE to miss it.

Jacqueline Ettinger

I love my TRX classes! The groups are small enough that you receive individual attention to make sure your form is correct, and I feel like I am getting a personal training session at a fraction of the usual cost. I also like that each week the exercises change slightly so that your body and muscles have to adapt and continue to develop. I feel that my “core” has gotten stronger and I get a whole body work-out through the session. I have in the past participated in some of the other group classes offered in the club, but TRX DEFINITELY gives me the best work out and so that’s what I stick with!

Marika Malfitano

My decision to start TRX was as follows. I had been coming to HAC for one year using primarily the circuit training three to five times per week. I injured my back and had to see a physical therapist. After testing and CAT scans they determined my issue was muscular not skeletal. After a round of physical therapy I was encouraged to work towards more functional exercises verses depending on seated machines alone. So I decided to try a TRX class after watching a couple of sessions. I began taking classes once a week. I began to feel so much improvement that after three months I started taking classes twice per week. I use it in conjunction with my strength training through lifting and some aerobic training on the treadmill.

Now that you know my story here are some impressions:

My noted changes due in large part to TRX are my flexibility, core body strength, and physical endurance. I can almost touch my toes doing a typical upright stretch. There is probably three to five inches gain of flexibility in this measure alone. My core body strength was the foundation of my physical therapy needs. This has improved dramatically and my lower back and hip pain is simply non-existent. I am much more upright and my posture is significantly improved. I have noticed that during my exercise routine my stamina and endurance is dramatically different than three months ago.

In conclusion I like the small group setting of TRX. I like the fact that you can progress at your own pace while attending class with people of differing abilities. I have yet to become bored with the class as our trainer changes it up a little every week. I like the class instructed environment as our trainer pushes us a little more than we would on our own. The price is very economical. Bottom line I have seen better results from this class than any class I have taken before. Sign me up for another 12 weeks!!!

Jon D. Walton

¹At HAC, a typical unit consists of a couple with 2-3 children