Last Updated on November 21, 2024 by Cristian Fry
Growing your group exercise classes is an exciting part of being an instructor.
Maybe you’re launching a new time slot, moving to a bigger venue, or simply want to welcome more participants to your existing classes.
Finding and attracting new faces is a natural next step in your teaching journey, and reaching fresh audiences can be straightforward and cost-effective.
The following 11 strategies will help you expand your reach – from making the most of your current participants to exploring untapped local opportunities.
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Reaching New Audiences: Top 11 Tips for Group Exercise Instructors
1. Maximise Word-of-Mouth Marketing
Happy participants naturally become your biggest advocates. Create memorable experiences in every class by celebrating achievements, remembering birthdays, and acknowledging personal milestones.
Build community through occasional social events like post-class coffee mornings and make everyone feel special by learning names and noticing improvements.
Support this natural promotion with a simple “Bring a Friend” program and easy-to-share digital invites.
When participants feel valued and connected, they’ll enthusiastically spread the word about your classes.
2. Make Use Of Local Community Groups
Facebook community groups are gold mines for reaching local audiences (as long as you stick to the group rules around promotion!).
Join groups where your target participants hang out – local mums’ groups, community notice boards, or neighbourhood forums.
Share valuable content, like quick exercise tips or wellness advice, not just promotional posts.
When you do promote, make it personal and engaging. “Looking for a fun Thursday morning workout? We’ve got 3 spots available in our 9:30 AM dance fitness class!” sounds much better than “Classes available now!”
3. Partner with Local Businesses
Think about where your potential participants spend time. Local coffee shops are perfect for leaving flyers or business cards.
Health food stores often have community boards. Sports shops might be willing to cross-promote. The key is making it mutually beneficial – offer their staff a free class in exchange for promoting yours.
Consider creating special deals exclusively for their customers, making both businesses more attractive to local clients.
4. Optimise Your Class Schedule
Look for gaps in the local fitness timetable. Early morning sessions (think 6:30 AM) can capture commuters before work.
Lunchtime express classes of 30-45 minutes are perfect for nearby office workers. Don’t forget the after-school slot for parents who’ve just dropped kids at activities.
Survey your current participants about their preferred times – you might discover untapped demand for specific time slots.
5. Use Social Media Effectively
Keep it simple but consistent. Here’s an example weekly content plan:
Share one post-class photo weekly, highlighting the energy and community spirit (with permission).
Post your timetable at the start of each week. Share a quick participant success story monthly.
Create easy-to-share Instagram stories showing class highlights. Remember to use location tags and relevant local hashtags to increase visibility in your area.
6. Create Compelling Intro Offers
First class free still works! But make it easy to redeem – no complicated forms or restrictions.
Consider seasonal promotions like “Summer Starter Pack” or “New Year Kickstart.” Bundle deals can work well – “Try any 3 classes in 2 weeks for £15.”
Always include an expiry date to create urgency, and make the next step crystal clear. Follow up promptly with anyone showing interest.
7. Build Local Business Relationships
Connect with professionals who can refer clients to you. Physiotherapists often need safe exercise options for recovering patients.
Personal trainers might want group options for clients. Local sports teams could benefit from cross-training options.
Build genuine relationships first – grab a coffee and learn about their business before discussing collaboration. Consider offering professional courtesy rates or reciprocal referral systems.
8. Make Classes More Accessible
Clear descriptions help new participants choose the right class. Instead of just “Level 2 HIIT,” try “Intermediate HIIT – suitable for those who exercise regularly and can do full burpees.”
Offer options within classes and mention this in your marketing – “All exercises can be modified for different fitness levels.”
You could also consider creating short video previews showing class formats and modifications to give more of a sense of what your classes are like to take part in.
9. Focus on Retention Strategies
Getting new participants is only half the battle. Learn names quickly and use them during class.
Follow up with a personal message after their first class. Create a welcoming community by introducing new faces to regulars. Consider a “buddy system” where experienced participants help newcomers feel comfortable.
Celebrate participant milestones and achievements, creating a supportive atmosphere that keeps people coming back.
10. Explore Different Venues
Outdoor classes can attract attention and new participants naturally. Try pop-up classes in visible locations like parks or community spaces.
Partner with community centres that might have established audiences.
Different venues can help you tap into new communities and demographics.
Consider seasonal venue changes to keep things interesting – outdoor summer sessions or cosy indoor winter venues.
11. Get Involved in Community Events
Local events offer exposure to potential participants who might never see your social media. Offer short demo classes at health fairs.
Support charity events with warm-up sessions. Get involved in local sports days or community festivals.
These appearances build credibility and give people a chance to experience your teaching style firsthand. Always have a way to capture contact details from interested participants.
Time to Take Action
Growing your class attendance doesn’t happen overnight, but consistent effort using these strategies will build momentum.
Start by choosing two or three methods that best fit your teaching style and local area. Test different approaches and track what works best for your specific situation.
Remember, every successful class started somewhere. Focus on creating value for your participants, and word will spread naturally. Your future participants are out there – these strategies will help them find their way to your classes!
Want more tips on growing your fitness business? Join EMD UK Pro today for just £25 a year for exclusive access to resources, discounts and much more!
Cristian is a Digital Marketing Executive at EMD UK, bringing a strong background in health and fitness marketing and a BA (Hons) in English & Media. He enjoys balancing gym workouts with yoga and meditation, always striving for personal and professional growth. Cristian is committed to making a positive impact at EMD UK by sharing content that group exercise instructors can truly resonate with.
