The latest wave of group fitness programs is responding to member demands by providing exciting, efficient and functional classes.

Given the ever-rising number of hot new fitness trends, boredom is no longer an excuse for not exercising. In fact, thanks to some creative thinking on the part of cutting-edge fitness professionals, those seeking workout solutions now have no problem finding a program that suits their preferences for everything from movement style to music. The key for clubs and resorts is to make sure their members and guests can find it at their properties, instead of at a gym down the street.

Some of the more popular programs—such as Zumba, yoga and spinning—are fun, and others are downright weird. Fortunately, most are effective, time-efficient and easy to incorporate into any group exercise schedule.

SUMMING IT UP  • Clubs can help members address sedentary lifestyles with fun and engaging fitness classes. • Social activities paired with sweat sessions can enhance class attendance. • Sport-specific and age-specific exercises are gaining in popularity.

Moving Beyond Aerobics
In addition to the always-popular step aerobics, Hunter’s Green Country Club, in Tampa, Fla., also offers a weight-training class called “muscle dynamics,” advanced weight training, weight and cardio training, core conditioning, kickboxing, and even Junior Tae-Kwon-Do. As if all that wasn’t enough, the club’s Tennis and Athletics Director, Allegra Campos, recently started a water-aerobics class, too.

While each of these classes has a cult following, they all generally take a back seat to the spinning classes offered five days a week (twice on Tuesdays), according to Campos.

Spinning—otherwise known as indoor cycling—is a challenging cardiovascular workout using specially built stationary bikes that are grouped in a class-like setting. Led by a certified instructor, spinning uses visual imagery and synchronized music to motivate riders through a unique cycling experience. Spinning is non-impact and good for people of all fitness levels, as each rider can control the intensity of his or her workout, notes Campos.

Hunter’s Green has 15 such bikes, and the one-hour classes fill up immediately. “There’s even a waiting list for the most popular instructors,” says Campos.

Spinning is hot at Paradise Valley Country Club in Phoenix, Ariz., too. Sports Director Christine Harbaugh has 12 bikes at her disposal, but also cites yoga, Pilates and Zumba as favorites among the club’s membership.

“Members drive what we offer here,” says Harbaugh. “If there’s a demand for a class, we put it together and try it out.”

When it comes to choosing programs that will catch on with a large group, the member is not always right, however. According to Harbaugh, a couple of members asked that tai chi—a slow, graceful, and relaxed series of movements that combines aerobics, flexibility, balance, and weight-bearing exercise with deep breathing and meditation—be added to the schedule. “Unfortunately, the program went nowhere,” she says. Still, no harm done. Members were given the opportunity to participate, and now Harbaugh knows this particular type of class is not for her club.

Growing with the Flow
Because of the popularity of fitness classes at Paradise Valley—the club counts more members’ participation in its exercise programs than the pro shop puts through rounds of golf—it is considering another expansion.

Prior to the last enhancement, which was completed in 2004, the club didn’t have a designated space for members to do their own weight and strength training while classes were in session. When the club opted to expand, group fitness took over another building on the property that was previously used for meetings and kids’ programs. The facility was then upgraded so it could be tailored to the needs of its fit-focused members, with floors, mirrors and a sound system.

Classes, which cost $12 per session, are kept small at Paradise Valley, too. Yoga, Pilates and Zumba—a style of intense dance-aerobics workout with pulsating Latin music—generally have between 10 and 15 participants.

Harbaugh also conducts small-group personal training for members who are looking to tone up. Groups of from three to eight members are taken through a cardio workout and then into training that incorporates weights, abdominal work, and stretching.

Creating a Fitness Destination
Because commercial gyms can offer a full variety of classes at just about any time someone would want to take them, clubs have to work harder to keep their members sweating on their property.

Paradise Valley builds on its above-and-beyond customer service by having the fitness staff recruit members and finding ways to keep training fun and effective, through social fitness events and friendly competitions. “Happy-Hour Spinning”—a 90-minute spinning class, followed by happy-hour drinks—is popular, as is a special Saturday yoga class that precedes cocktails. Treadmill endurance and bench press contests take place, too.

A “Maintain, Don’t Gain” program for the end-of-the-year holidays has proved to be especially fun, practical and popular. For $20, members weigh in on November 1, and then again the first week of January. “Their money is returned if they maintain their weight,” explains Harbaugh. “Money earned from those who gain goes into a kitty that’s split between those who successfully traverse the holiday season with no added pounds.”

The club’s website is a strong tool for recruiting, too, as is a regular newsletter and signage around the club that offers details on new athletic programs. The most effective method, though, is word of mouth.

Kelly Swingle, Community Center Manager at Lake Naomi Club in Pocono Pines, Pa., agrees that having members share information and experiences can be the best way to populate classes.

“Word of mouth is our best advertising,” she said. “We keep our classes fun and exciting, and at the same time they’re challenging and productive. We offer incentive programs, which are six-week competitions to promote all of our fitness services.”

Pilates and Yoga on the Beach are two of the most popular classes at Lake Naomi, but the club offers everything from cardio hip-hop and salsarobics to kickboxing and body sculpting.

“Our program is very member-friendly,” says Swingle. “There are several options for class packages that are fair and affordable, and opportunities to win packages by participating in incentive programs.”

“At Hunter’s Green, athletics is queen if golf is king. It’s important to our members to stay healthy and fit,” says Allegra Campos, Tennis and Athletics Director.

Lake Naomi promotes a strong bond with its members while promoting ongoing health via “Frunch Friday,” a friendly lunch that is served after a morning of group exercise classes, complete with a recipe sporting all nutritional facts.

What Makes the Club the Club
At Hunter’s Green, Campos points to the club’s three service tenets—warm welcomes, magic moments and fond farewells—as keys for keeping members from preferring other fitness options.

“We like to treat our members extra-special,” she says. “Knowing a name goes a long way to provide the personal touch that’s lacking in many fitness facilities.”

Complimentary two-hour day care—a huge plus for parents trying to squeeze a workout into their busy schedule—has also proved to be a major selling point.

Hunter’s Green works hard to give its membership a one-of-a-kind experience while at the facility. All new members go through an overall club orientation that guides them through each amenity available at the property.

New members also get personal phone calls from each department head, to inform them of all programs offered and answer any questions they may have.

To make sure no member falls through the cracks, an online database is maintained to track club usage. Members who haven’t been to the club in a while receive “haven’t seen you” check-in calls and are informed of new programs.

Staying Ahead of the Trends
From jogging and aerobics to BOSU and Zumba, the only thing constant with exercise is change. Tomorrow’s most popular class may not even exist today.

To stay plugged in, Paradise Valley’s Harbaugh attends the IDEA World Conference, put on by the IDEA Health & Fitness Association, each year. Geared to personal trainers, group fitness and mind-body instructors, program/fitness directors and business owners, the conference provides practical fitness education and updates on the newest programs, trends and industry research.

On the horizon, Harbaugh sees sport-specific fitness classes, fitness for youths, and additional senior programs gaining in popularity. “Interaction between the older population and people in their 30s, 40s and 50s is really important in our environment,” she notes. “Paradise Valley has members in their 90s using the fitness facility, as well as a couple of men in their 70s participating in Zumba.”

Like Harbaugh, Campos sees the growth of classes geared toward more specific groups, after witnessing how well seniors Pilates was received at Hunter’s Green. “Maybe it’s time for a senior spin class?” she says. She’s also exploring the possibility of teaching stretches, mother-child yoga, or men-only yoga.

“Concepts in core-strength classes are popular and very important in gaining and maintaining a healthy body,” adds Lake Naomi’s Swingle. “We have master Pilates practitioners here who are always being educated in the latest techniques.”

Based on the growth of Nintendo’s Wii Fit and Sports games, “exergaming” is carving out a future in the fitness world, too, especially with younger members.

“Fitness settings can be intimidating,” Harbaugh notes. “The most important thing is for members to find a workout environment where they feel comfortable, so they want to come back.”