Health clubs should invest more in star fitness instructors to reflect their value to the business and ensure that the industry retains its top talent.

That’s according to Les Mills UK CEO Martin Franklin, who says average rates of pay for star group exercise instructors – as well as investment in their training and development – have stagnated and need to be addressed.

“Although there are exceptions, most group exercise instructors are being paid what I was per hour 20 years ago, despite trainers today being streets ahead of what I was,” Franklin told Health Club Management.

“Great group exercise in gyms is the key to building lasting relationships beyond the simple membership transaction. The standout instructors who consistently drive participation need to be valued and rewarded.”

Frankin, whose company Les Mills is the largest supplier of group exercise programmes in the world, believes the pivotal role instructors play in driving retention – particularly among the millennial market – means they should be a key focus for strategic investment.

Noting that the general rate of pay and staff development needs to be increased to meet the “wellbeing workforce” goals outlined in ukactive’s recent Blueprint for an Active Britain, Franklin said the industry can find examples of how it should be done at both premium and local authority level.

“There are some companies out there who aren’t Les Mills customers, but who we really admire in terms of their group exercise philosophy,” he added.

“Brands like Equinox and Gymbox are meticulous over instructor quality and the experience they create for members, to ensure they have fun, get results and come back. I'd also cite Virgin Active and David Lloyd Leisure, with their blend of programming and investment in training their teams to deliver a great experience.”

On the leisure trust front, Franklin said Les Mills partners like Kirklees Active and Edinburgh Leisure have demonstrated that it is possible to invest in team member training and reap the rewards.

He said the ongoing professionalisation of the sector by CIMSPA needs to keep fitness instructors at the pinnacle. and added that forthcoming projects like 1Life’s plans for a national Centre of Excellence for Group Exercise in Milton Keynes, can only be a good thing for the sector.