When it comes to marketing Pilates-based programs to your members, you’ll be pleasantly surprised to discover that the media have done a considerable service in promoting its benefits. CNN, Vogue and dozens of newspapers have picked up on the Pilates trend, with the resultant publicity only helping to swell the number of participants. While the widespread publicity has piqued interest, more often than not, members still don’t have a very clear picture of what actually happens in a class or session.
To gauge what your members already know — as well as to sample their interest in the program — you might survey them in your club newsletter or emails, or post flyers and brochures around your facility. Even better, you might show them what’s involved by offering free training sessions. Some clubs set up the equipment in high-traffic locations and run 20-minute demonstrations to capture attention and spark curiosity.
As with any program, you will need to provide all of your staff members with background information on Pilates-based exercise to ensure they can effectively position it as an opportunity for all members — men and women, deconditioned and conditioned — to move beyond “the burn” and achieve optimal fitness and well-being.
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