By Emily J. Weitz
With all the seductive ways to get active on the East End, from kayaking to swimming to biking, gyms have had to fine tune their marketing technique to bring in clients. At the Hamptons Gym Corp, they’ve found their sweet spot: commitment.
Just about everyone wakes up with the intention of becoming more active and making good health decisions, but often those intentions fall to the snooze button or the deli counter without much of a fight. That’s why the Hamptons Gym Corp has instituted programming that encourages people to show up, not just for themselves, but for their instructors and their peers. “Tribe” programs, which are brand new this year, offer the benefits of a personal trainer relationship and the natural support that comes from taking part in a team activity.
There are three levels of entry (Fit, Core and Life) for different workout personalities, and each team has its own trainer who will commit to that particular group for the duration of the program. Each program is six weeks long, and Tribe Fit meets three times per week. Tribe Core and Tribe Life both meet twice a week.
“Each team has a minimum of seven people and a maximum of 10,” said Rebeca Calvente Penteado, the Tribe head trainer who’s been at the Hamptons Gym Corp for seven years. “This is enough people so that they come to rely on each other, but not too many.”
Ms. Penteado said that one of the primary reasons people are excited about Tribe is its community aspect, which instills a level of commitment.
“If you like exercise, but don’t love it,” she said, “there’s no commitment. But if I tell you you are paying for six weeks of training, and there are nine other people waiting for you to be there, you are going to show up. The idea is working together and progressing as a team.”
The six-week program is set up in such a way that each class is different and builds on the one before it. You can come into the first class with absolutely no experience, and learn how to do something like a squat. Then you can expect that in the next class, you’ll be using that first skill and building upon it.
“We have a whiteboard,” said Ms. Penteado, “and every time you come into class, you’ll see the new move written in red. Then I’ll demo how to do it, and you’ll incorporate it into the workout. It’s great for clients because if you come in the first day and you’ve never done a squat, the second day I’ll have my eyes on you to make sure you’re doing it right.”
The Tribe program is open to members and non-members alike, which means you don’t have to join the gym to participate. You can sign up for a six-week program, which is like working with a personal trainer in a group setting. Ms. Penteado helps people figure out which Tribe is right for them.
“I love having nonmembers come in for this,” she said. “A lot of people don’t want to join the gym because they don’t know if they’ll use it enough.”
This is their opportunity to commit to an affordable six-week program that works for them.
“For Tribe Fit, we are getting people who love the challenge and love to train,” she explained. “For Tribe Life, we are getting people who don’t like to work out but who know how important it is. And then for Core, we have people coming in who want a six-pack, or want to be strong, or women who just had kids and want to tone that area.”
But as Ms. Penteado helps people figure out where they fit, she is more interested in their lifestyle and how they feel about working out than anything else. This way they will be able to connect with other people in their group and they’ll be able to face the challenges of the program together, with the support of the instructor.
“There’s always an excuse not to go to the gym,” said Ms. Penteado, “but when you commit to six weeks, and you know I’m going to be waiting for you, you’re going to get there. It’s great for our business because we know we’ll have those members coming in every time. It’s great for the trainers because they know who’s going to be there. And it’s great for the clients because they’ll see results, and how it can change their lives. That’s our main goal.”
For more information about Tribe or any of Hampton Gym Corp’s other offerings, visit www.hamptonsgymcorp.com .