Although EBC’s members hadn’t been asking for on-demand workouts, the club’s leadership team realized that creating and offering them would represent a valuable extension of the club experience.
“Our club is known for the scale and variety of its offerings, but what really sets us apart is our long-standing team of service-minded experts,” Kleist says. “The on-demand app is a means to deliver informative content that taps into the unique knowledge of our staff.”
To create content, SweatWorking records EBC instructors executing staged workouts that replicate actual live classes, including ones for HIIT, boxing, rowing, barre, yoga, Pilates, TRX, meditation, stretch, Tai Chi, and other regimens. More than 40 classes are currently available.
“The classes led by our group X instructors utilize formats that are similar to those of our in-house offerings, and the trainer-directed workouts are similar to our small-group sessions,” says Collins.
EBC On-Demand also features audio workouts; how-to videos on topics such as how to execute specific lifts and use the Power Plate; and healthy recipes and nutrition tips from the club’s dietitian. Approximately five new content segments are introduced each month.
“We want to add value by being an informative resource for our members in all areas of health and wellness, and to expand our reach beyond the club’s walls,” says Kleist.
The club has promoted EBC On-Demand via its monthly newsletters, emails, social media, in-club signage, and instructor and trainer announcements. More than 1,000 EBC members are already using the streaming workout app, which is a complimentary feature of membership.
“We expect to double that number by the end of 2019, and to keep adding members to the platform over time,” says Kleist. “We see this as a perk that many members will appreciate, including group X enthusiasts, or those who are interested in mindfulness, or making healthy meals, or in spicing up their routines.”