Driving retention with empowered Instructors: O2 Fitness launches pioneering mentorship scheme

Hi team, tell us about your roles at O2 Fitness.

I’m Shereta Middleton, program director of group fitness in Charleston and also our North Carolina locations. I oversee all things group training and lead our studio directors within the company.

And I'm Nicole Bloom – a program director specialising in talent management and development, including recruitment and retention of Instructors.

Our clubs attract everyone, from the Gen Z market all the way up to seniors. And that's true not just in the gym, but also in our group training classes. Shereta and I both teach here and every day in class we can expect to see an 18-year-old standing next to a 72-year-old.

What inspired you to create a mentorship program for newly-qualified Instructors?

SM: Many Instructors complete their training but lack hands-on experience, professional polish, and the confidence to deliver an exceptional class. We wanted to equip them with the key elements for success by refining their skills and mindset, while providing the ongoing support necessary to thrive in front of a class.

NB: Instructors often complete training and are immediately placed on the schedule without much follow-up. Our program ensures they’re not only ready, but deeply invested in ongoing development. The eight-week virtual format allowed us to reach Instructors across O2 Fitness locations, providing direct mentorship and weekly feedback to refine their craft. It’s about providing a framework whereby they have a mentor figure – someone who can give them regular feedback.

A key pillar in this program’s success is that there's skin in the game so early on. Passing the course is the beginning, and then mentees have to use their new skills to audition for a spot on the schedule.

How does the program work?

SM: It’s an eight-week structured mentorship that immerses Instructors in key aspects of group training instruction. Each week focuses on mastery of a new theme — musicality, class programming, cueing, coaching, and member engagement.

NB: There’s high expectation, but with that comes accelerated growth for the Instructor and a heightened member experience. We ask our participants to attend other Instructors’ classes weekly — not just to participate, but to analyze and learn. They fill out a form reflecting on what they observed – whether it's a great cue, a unique exercise, or a well-executed technique. This process helps them develop their own style by picking up valuable insights from others

How did you choose participants for the program?

SM: We’re being strategic, utilising Initial Trainings and Masterclasses. We held a BODYBALANCE Masterclass to recruit Instructors. A lot of the prospects came along wanting to know more about the program, and the Masterclass got them over the line for signing up to become an Instructor, but they were self-doubting about their abilities. Knowing many of them had never taught before, it made sense to invite the cohort onto the program. It opened their eyes to the fact that they did have what it takes, and removed that fear of: “It's new, I have to be in front of people, I have to know how to teach a class”. We were upfront about the commitment required – the homework, the participation – but also the value they’d get from it if they truly committed.

What’s a key learning for Instructors that can sometimes be overlooked?

NB: The program helps Instructors understand their power as Marketers. A key pillar we cover is recruiting for your class – explaining the role they play in recruiting and retaining the members they have. Sometimes Instructors walk into the studio expecting people to be there and that's not always the case – you don't build a following just by showing up. You have to offer a quality class and create a phenomenal experience that members do not want to miss. As part of that, you have to be willing to introduce yourself to people and market yourself. We share the key skills required around how to build that sense of FOMO and build a rapport with members.

What has been the impact on participating Instructors?

NB: Confidence is the biggest transformation we’ve seen. Many participants started out uncertain of their voice, but by the end, they owned their space in the studio. One participant shared that the program helped her feel more confident not just as an Instructor, but in everyday life.

SM: They’ve built lifelong connections. The camaraderie among participants has been incredible — they support and motivate each other, creating a true fitness family. The personal development aspect has been just as valuable as the technical training. The ripple effect is that it moves onto the people that they interact with in their everyday lives and classes.

How does this program enhance the member experience?

SM: Our Members are in for a treat! These Instructors enter the studio with a high level of preparation, technical knowledge, and the ability to truly connect with their classes. They don’t just teach – they create an experience that fosters community and engagement. Members can immediately recognize a well-trained Instructor. The mentorship program ensures our Instructors deliver classes that are dynamic, safe, and inspiring.

How does the initiative support O2 Fitness’ business goals?

NB: Member retention is at the core of what we do. When members feel a personal connection to their Instructor, they’re far more likely to stay engaged. This program ensures that our Instructors are fostering those relationships from day one. It’s a smart business move. We’ve tied this program to an opportunity for an advanced pay rate, rewarding Instructors for their growth. Higher-quality instruction means better member experiences, which translates to stronger retention and overall club success.

The mentorship program is tied to an advanced pay rate. How does that work?

SM: We feel participants warrant a higher pay scale because of their commitment to growth and delivering an optimal member experience. Whether it's registering for another training or adjusting their teaching, they’ve taken the feedback and reacted to it. That gives me wiggle room to look at the budget and unlock revenue for them to keep growing. We’ll invest in anyone who does that to give us quality assurance for our members. It's a win for us and it's a win for them.

NB: As operators, we tend to underestimate the fact that our staff want training. They crave it and want goals to reach for, that help them do their jobs well. Sometimes operators are wary of asking staff to take on more. But staff want the opportunity to grow. Being able to tie it to the pay scale seals the deal.

How does your partnership with Les Mills support initiatives like this?

SM: There are so many ways we get value from our partnership. The BODYBALANCE Masterclass that I mentioned is a great example. We had Les Mills TAP presenter Dr Dee come down and take that Masterclass – she created an experience that was impossible not to be hooked in by. So having access to that level of expertise is amazing not just for members, but helps us move Instructor prospects along the pipeline. Before they even start training, it gets them thinking about leading a class in the same way. That was a really powerful recruitment strategy for us.

What advice would you give to other operators considering a mentorship program?

SM: Start with your ‘why.’ Identify what you want to achieve and ensure your program delivers tangible benefits for both Instructors and members. In terms of a key learning tool, we found teachbacks to be great for ourselves and the participants. Every week the mentees submitted a short video, which we then assessed for progress and gave feedback at the next session. It helped them process what we learnt in class, and gave them a chance to implement it by adjusting their scripts and cues accordingly. The incremental gains week on week were so great to see.

NB: I’d say keep it manageable and tailor it to the time and staff you have available. A smaller, more focused program allows for personalized feedback and a stronger impact with the resources available. Also, be open to feedback — our first round of mentorships taught us valuable lessons that we’re using to refine and improve the next phase, which we can’t wait to launch soon.

Mentee impact Statements:

“The program helped bring to life the core principles of being an Instructor and kept me accountable for continuing to grow each week. The individualized feedback on homework was invaluable. Having Nicole review what I sent and provide both praise and positive reinforcement reiterated the importance of providing an irresistible member experience. Learning from other Instructors by attending their classes helped me see what I do in a new light and allowed me to apply my learnings to my own classes.” – Avery

“I think every Instructor should do a program like this.
It really helped me understand the principles of what a great group training Instructor looks like.” – Andriea

“This program set me up for success. It covered everything I needed to feel confident stepping into this role including coaching techniques, class structure, cueing, music, and how to create an inclusive and engaging environment for members. I left feeling prepared to not only teach classes, but to lead them with confidence." – Tasha