Yoga, Pilates, and stretch classes are helping properties stay competitive by taking fitness to the next level.
After pro tennis player Andy Murray defeated tennis champion Roger Federer in Barclay’s Dubai Open, Murray credited Bikram yoga (yoga practiced in a hot room) for giving him both the mental and physical strength he needed to defeat the top player in the world.
SUMMING IT UP
• “Mind-body” activities like yoga, Pilates and tai chi not only meet member and guest demands for well-rounded programs, they also help properties stay relevant. |
Similarly, Tiger Woods has extolled the benefits of adding Pilates into his training program, to hone his skills and improve his game.
With advocates like these, it’s become abundantly clear to club fitness directors that their programs need to go beyond pumping iron and high-intensity aerobics. While yoga, Pilates, tai chi and other mind-body activities are often referred to as “alternative” therapies, these activities are quickly becoming mainstream. In fact, clubs and resorts are finding that mind-body activities not only meet member and guest demands for well-rounded health and wellness programs, but can also help properties stay competitive and relevant.
But tapping into these trends calls for more than just plugging a yoga class into the group fitness schedule. Successfully integrating these programs into a comprehensive fitness offer requires thoughtful design and a personal touch.
Appealing to Young and Old
Today’s prospective guests and members expect amenities that extend beyond the traditional golf community setting. “Now it’s more about spa- and resort-style living,” says Shannon Watt, Fitness Director at Boca Woods Country Club in Boca Raton, Fla. “And the whole idea behind these types of programs furthers that angle for prospective members.”
Members who are getting older and can’t play as much golf and tennis are downgrading to fitness memberships, instead of getting rid of their memberships entirely. |
Mind-body programs are an attractive selling point for both the younger demographic that is up on the latest in fitness, as well as for a more mature clientele that is looking for low-impact fitness options. “The more mature market is expanding and will continue to,” says Mike Gargano, Health & Fitness Director at the Beverly Hills Country Club in Los Angeles. “If someone is looking at long-term success for their facility, they need to keep mind-body programs in mind.”
These programs can also improve member retention. “Existing members see the mind-body classes as a huge enhancement of membership,” says Dennis McWilliams, Sports Director at The Hills of Lakeway in Austin, Texas. “Even members who are getting older and can’t play as much golf and tennis are downgrading to fitness memberships, instead of getting rid of their memberships.”
Body & Soul Perks
Improved flexibility is one of the biggest benefits of yoga and Pilates. “Flexibility is going to keep you in the game longer; if you are more flexible, you’re less likely to get injured,” says McWilliams. “The difference you can achieve from a sports standpoint is really dramatic. We have seen members, especially in our golf area, really improve their games. They report better driving distance, with a more relaxed motion.”
Additionally, mind-body activities help with concentration and mental clarity. “We wanted to offer our members a way to improve their physical strength and also develop their mental and spiritual strength,” says Watt. “Mind-body activities can promote concentration that you need in golf and tennis, and they also translate well into everyday life.”
And guests and members have become believers. “People now realize it’s not just about how much weight you can bench-press,” says Watt. “The mind and body have a connection, and there are a lot better ways to exercise than just sitting on a machine.”
Serving All Levels
The Beverly Hills CC started offering yoga classes 10 to 15 years ago, and has since added Pilates mat and reformer classes, tai chi and stretch classes. “In some cases these classes are just as popular, if not more so, than the more energetic, cardio classes,” says Gargano.
The club’s yoga program is designed to serve all skill levels with both introductory and advanced classes. “We have the introductory classes because we are concerned about people not injuring themselves and we want them to understand what the instructors are trying to achieve,” says Gargano. The instructors then help members determine when they are ready to move on to the more advanced yoga classes.
For properties with more general yoga and Pilates classes, offering modifications to participants is the key. The fitness center at La Paloma Country Club in Tucson, Ariz., serves both its club members and The Westin La Paloma Resort & Spa’s guests and finds a balance between teaching the regulars and the newcomers in the same class.
“The yoga and Pilates classes aren’t the same every time, but the moves and positions are,” says Rose Richey Bixby, Director of Fitness. “So when the instructors are teaching the new people, the people who know what they’re doing can start that movement.”
La Paloma CC tailors its fitness classes to both club members and resort guests by offering a balance between teaching new moves and offering small modifications. |
Talking It Up
Word of mouth is a powerful tool for promoting mind-body classes, particularly in a club environment. “If people like a class or instructor, they talk about it on the golf course or in the dining room, and that goes a long way,” says Watt.
The fitness, tennis and golf directors at Boca Woods CC also work together to promote their programs. “They’ll send people to us, especially people with injuries, because we do a lot of post-rehabilitation and preventative work,” says Watt. “We’ve
also created 10-to-15-minute warm-ups for the golf pros to show their clients.”
Most importantly, however, the fitness staff must be behind these programs. “They have to understand the value of these programs,” says Gargano. “The staff members need to go in and try the classes. If the staff is not promoting it, then it won’t catch on.”
Because mind-body classes are popular with women, clubs and resorts often find it harder to attract men. “If we can get men started in these programs, they’ll see the benefits not only in health and posture, but also as a sport enhancement,” says McWilliams.
Boca Woods CC got men interested by creating a men’s-only stretch class, which soon began incorporating yoga, Pilates and balance. “As long as we call them men’s classes, we can get them involved,” says Watt. “At one point we promoted it as ‘Men’s Class: No Music, No Dancing, No Way.’ When we promote it that way, they seem to come.”
Finding Talented Teachers
The success of any mind-body program stems from the instructors. Clubs and resorts can often find talented instructors at local yoga and Pilates studios. Additionally, some cities have yoga and Pilates associations that are great resources. Often, fitness directors can find the best teachers through referrals from members, guests and other instructors.
Clubs can also find great instructors within their existing staff. The Pilates instructor at The Hills of Lakeway started out as a group fitness instructor. She went on to get the necessary education and certifications, and has since brought the club’s Pilates program to life.
Most importantly, yoga and Pilates instructors must believe in what they’re teaching. “With the mind-body activities, the instructors should have their own mind-body connection,” says Watt. “You have to walk the walk in order to instruct someone else.”
All You Need is Space
Incorporating yoga and Pilates into a group fitness program is budget-friendly. “It’s not really a big investment,” says Gargano. “If you have an aerobics floor, that’s most of it right there. The mats are fairly nominal, and they last quite well.”
The most common pieces of equipment for yoga and Pilates mat classes include mats, yoga blocks and straps, Pilates rings and foam rollers, and sometimes stability balls, Bosu balls and resistance bands.
The Hills of Lakeway took its Pilates program to the next level by investing in four Pilates reformer machines and 10 Pilates MVe (Maximum Versatility exercise) chairs. With more costly equipment and higher instructor compensation, the club charges an extra fee for its Pilates programs. Members pay $130 a month for MVe classes; $100 per month for mat classes; and $25-$70 per private or semi-private session on the reformers. While some members were resistant to the fees, the regulars in the program have recognized that the benefits are worth the cost.
The space needed for the classes depends on the size of the club and popularity of the classes. The Hills of Lakeway has a 600-sq.-ft. yoga studio; a 600-sq.-ft. Pilates studio for the reformer and MVe classes; and a 1,000-sq.-ft. cardio studio where Pilates mat classes are held.
Other clubs and resorts get along fine utilizing a single group fitness room. The biggest challenge in sharing the space with the higher-intensity classes is the need to vary room temperatures, to create the right conditions for each activity.
At the Boca Woods CC, Watt builds 10 minutes between each class into the schedule, to allow time to make the needed temperature adjustments.
Incorporating yoga and Pilates into a group fitness program is budgetfriendly—if you have an aerobics floor, you’re more than halfway there. |
The best news of all is, there’s no need to launch a pricey renovation of existing fitness facilities to accommodate these classes.
“A lot of things can be done with minimal space and minimal initial investments, and the benefits go a long way,” says Watt. “Since we are all striving not to get too complacent or stagnant, anything is worth a try.” C&RB
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