In November 2022, we surveyed 24 females in North East Wales to find out their fitness goals and why they attended fitness classes. The survey was part of a customer research project for a fitness instructor.

Based in Connah’s Quay, Northop Hall, Hawarden, and the surrounding area, the participants were aged 35-65 and attended a mix of yoga, Pilates, Zumba and body conditioning classes. All answers were given anonymously and completed in a “free-text” format, to avoid the results being skewed.

At the outset, we wrongly assumed that most clients’ sole focus would be to receive training from an instructor with high technical expertise and achieve a particular physical goal. Perhaps some comments about getting a good price.

But those assumptions hardly showed up in the feedback.

Instead, the feedback had a strong focus on emotional and mental enjoyment and well-being. Specifically; having fun, feeling comfortable and welcomed, being part of a group that is fun, and building positive mental health.

1. “They are fun or enjoyable” (27%)
2. “The instructor makes you feel comfortable and welcome, she’s encouraging and friendly” (13%)
3. “Other attendees are fun, it’s a good crowd and there’s a good atmosphere” (13%)
4. “The instructor has well-structured classes and the content is good” (13%)
5. “The feeling you get afterward – positive, relaxed, energised or improved mental health” (11%)

Fitness and weightloss. Also, mental health, the instructor’s classes change my mood and I leave feeling accomplished and happy.”

Within society, we’re increasingly recognising that our mental well-being profoundly impacts our physical health. And this survey shows how important emotional enjoyment and mental well-being are to achieving a healthy lifestyle for these women. It’s become a normal part of the “health and fitness” package.

If you’re a fitness instructor, this trend may well have set-in amongst your own client base. If so, it’s important you’ve made an honest assessment of how you’re delivering services that support your client’s emotional and mental needs as part of their overall health and fitness goals.

Your clients need something before the class (to feel welcomed and safe), during (to have fun and feel comfortable), and afterward (to build their mental health).

We recommend you prioritise these before spending time on social media posting.

Listen to your clients. Really listen.

Your response must be authentic to you and meaningful to your clients. Get it right and chances are they’ll tell their friends and family. Many fitness class attendees find out about new classes through positive word-of-mouth.

1. Focus on feelings, not just fitness
   Your clients will want to feel welcomed when they arrive, have fun while they exercise, have a good laugh with the group, and feel positive when they leave. Think about ways you can help them get there;
2. Put yourself in your customers’ shoes
   You know your business better than anyone, but you may struggle to see it from your customer’s point of view unless you make a deliberate, concerted effort. You need to really listen to your customers’ feedback and interpret what you see and hear objectively. Avoid assuming or taking your guide from other fitness instructors;
3. Make your classes as non-intimidating as possible
   Your classes should be a place filled with as much emotional “safety” and positivity as possible, especially for those that avoid gyms for this very reason. Also, you will likely have potential clients right now that want to attend but are worried about not being fit enough, or very self-conscious. If you don’t find a way to put their mind at rest and assure them it’ll be a positive experience, you’re relying on someone who is already wavering;
4. Consider making an aspect of mental well-being part of your class delivery and promotional messaging
   Whether that’s being fun, enabling clients to de-stress, sharing good times with a group that supports each other, or building mental health, it has to be authentic to you and meaningful to your clients;
5. Encourage a positive and supportive dynamic within the group
   Get it right and they’ll have more reasons than just you to turn up – it’ll also be about the social relationships they are developing with the group, sharing those good times with the group, and encouraging their friends to come along too.

This project was completed for Netty Fitness, a fitness instructor based in the area around Connah’s Quay, Northop Hall and Hawarden, in North East Wales. Netty specialises in yoga, Pilates, Zumba and body conditioning.