Encore Fitness is a new premium chain in Russia. Incorporated into the design of the clubs, MYZONE^® has helped to increase member engagement, enhance customer loyalty and improve retention. It has also helped Encore Fitness achieve the highest PT rates among all premium clubs in Russia. Irina Kutina of Encore Fitness tells us more.

Tell us about Encore Fitness

Our first club Encore City launched in 2016 and is the largest fitness club in Downtown Moscow. Our second site, Encore Yasenevo, opened in 2017 south west of the city, and operates as a family club. The clubs have changed the traditional image of fitness facilities in Russia. Both feature stylish art-deco design and have eight fitness zones including cardio and CV areas, functional training, group workouts, Pilates, martial arts and boxing. We also offer a swimming pool and spa and have more than 1,000 members at each site. 

Why did you design MYZONE^® into the clubs?

Our main goal is to help our clients stay fit and healthy and get the results they are looking for. MYZONE^® is an important tool for helping us achieve this, so we designed both clubs to incorporate MYZONE^® from the outset. This is unique in the Russian fitness market. We have literally built each of our fitness zones around better use of the MYZONE^® system. We considered where the monitors should be located and thought about what is most convenient for clients and trainers.

Our clubs are the first in Russia to integrate MYZONE^® into group and personal training. This means that pretty much every client has the opportunity to try MYZONE^®. We conduct detailed training for fitness, sales and reception staff as well as our doctors in the technology. Even our advertising campaigns feature a model using MYZONE^®.    

How do you engage members in MYZONE^®?

Approximately 40 percent of our clients use MYZONE^®. Our VIP members receive MYZONE^® for free and our sales managers strongly recommend that all other clients invest in MYZONE^®.

Every club member has a functional and fitness-diagnostics test when they join. The process consists of two stages: first, our doctor screens a member with the help of InBody equipment; then a coach tests a new member using MYZONE^®. These tests not only provide a detailed analysis of body composition and recommendations on necessary physical loads, dietary and daily regimes, but are also a great way to introduce members to MYZONE^®.

We have also developed several classes around MYZONE^® and we give members a MYZONE^® belt to use for free during these sessions. Participants are encouraged to work out in the different MYZONE^® zones and these four classes are now the most popular in our group exercise program. They are:

• HIIT – incorporates treadmills, rowing machines and includes power work with a barbell, weights and other power shells.
• MYZONE^® in the Zone - training on the treadmills aimed at the development of cardio endurance
• Boxing bootcamp - a functional workout based on boxing exercises
• Work it circuit - classic circuit training for all muscle groups using a variety of equipment including weights, ropes and crossbars

How does MYZONE^® benefit your business?

MYZONE^® helps our members and coaches to control the training process and, as a result, helps our clients achieve their goals. The use of MYZONE^® increases clients’ involvement in the training process, enhances customer loyalty and aids retention.

MYZONE^® is a great tool for our staff. It helps them to connect with clients, understand their needs and develop the most suitable fitness program.

We have the highest rates of personal training among all premium clubs in Russia with half of all members investing in PT. The average length of a visit for these members is four hours. We are very proud of these figures and believe part of that success can be attributed to MYZONE^®

How do you use MYZONE^® to create a community?

MYZONE^® unites clients in one community formed of other members and our team of coaches. We hold monthly MYZONE^® challenges, which undoubtedly make the club more sociable. The challenges also increase members’ involvement in exercise and enhance customer loyalty

What would you say to other operators considering MYZONE^®?

MYZONE^® increases involvement in the training process, enhances customer loyalty and improves retention rates. Considering all of these factors, operators can have little doubt about investing in MYZONE^®.   

For more information on MYZONE^® visit www.myzone.org

For more information on Encore Fitness, visit encorefitness.ru