Seize the Edge

Description

Seize the Edge was created as a summer extension of our signature Edge: Ultimate Team Challenge program that takes place at the beginning of the year, as well as to create hype for our Detroit Cycling Championship. The program offered members an opportunity to be challenged and compete during the summer months, to maintain, and grow upon, their health goals gained in the beginning of the year. One of the key enhancements was increased participation in an Edge programming. It gave members’ summer workouts more purpose and direction and increased their motivation to get into the Fitness Center.

GOALS

• Create an opportunity for members to compete in a low-pressure environment.
• Increase members participation in classes and within the Fitness Center throughout the summer.
• Increase exposure of athletic outlets such as the spa, salon, and Athlete’s Kitchen food items used as prizes throughout the challenge.

Implementation

We launched the eight-week program four weeks before our summer cycling event, keeping our initial competitions on the bike, and awarding the winners of each weekly competition. Competitors received points throughout the challenge, the member with the highest score at the end was declared our winner.

Throughout the program, we received a great deal of positive feedback from participants on how it kept them motivated and pushing them to try new things. Many members began asking questions about The Edge: Ultimate Team Challenge, several of whom had not yet participated. The Edge has become a staple program in our Club, in large part to the success of our spin-off programs such as Seize the Edge.

RESULTS

• Over 50% of the Seize the Edge participants were brand new to our Edge programming.
• Increased attendance in group classes throughout the summer months by 13% compared to the previous year.
• Over 50% of those participating were age 50 or above.