Why Baby Gyms Aren’t Just for White Moms: Part II

Dear Diary,

When it comes to joining a baby gym, franchises target members based on color–not black or white , but green.  Baby gyms are for profit businesses and typically pop up in affluent areas. Hence, why many stay-at-home moms make up the majority of the members.  However, you don’t have to have a lot of money or a lot of free time to take your child to a class.  When enrolled, I was an unemployed, stay at home mother.  Although breastfeeding, I signed up for Similac newsletters, which came with four free classes at a local baby gym.  When the free ride ended, I continued the journey at Gymboree.  I wasn’t the typical member.  Although I stayed at home, I didn’t have a husband or a significant other  brining home the bacon.  I sacrificed $59 each month, to attend.  It was money well spent.  I made friends with other first time moms, and I made memories with my daughter.  I watched her play, learn and laugh. When I went back to work full-time, I didn’t attend as often, but weekend classes were an option.  I wish other moms, no matter what the income, could have a baby gym experience. So I reached out to My Gym and Gymboree Play & Music to find out how they target members and what classes they offer.  I also asked if they could donate free memberships to Diary of a First Time Moms.

Who is your average baby gym member?

Matthew Hendison, Marketing & Entertainment Chief Officer, My Gym Enterprises

My Gym has developed an extraordinary program and facility devised to help children 6 weeks thru 13 years of age develop physically, cognitively and emotionally.  So, our typical member is a mom with a young child.  Our most popular classes are the parent participation classes, which serve children six weeks to a little over three years of age.  The gyms are for profit, so we tend to be more visible in communities with a high number of single income families.  These moms have more time to participate in our classes.

Danielle Bornstein, Marketing Coordinator, Gymboree Play & Learn

We serve a wide range of family lifestyles within our membership community. For most families, this is the first organized activity they will attend with their child.  Quite often it’s that first time mom who is seeking a new network of friends and circle of support that finds their way to our centers.  Another important group is the amazingly engaged grandparents who cherish the time spent in class with their grandchildren. There’s also a growing community of dads who have the professional flexibility to attend or that maximize family time attending weekend classes.  What unites our members is the desire to be a part of their little ones development.  They want to provide the absolute best, and trust Gymboree’s ability to deliver an unforgettable experience for their family.

How many locations do you have?  How does the company go about selecting the locations?

Matt, My Gym

We have approximately 250 locations worldwide.  My Gyms are franchised.  So, opening a location starts with someone interested in brining a My Gym to his/her community.  Recently, My Gym launched its mobile program, which allows My Gym owners to reach more children than ever.

Danielle, Gymboree 

We have over 700 learning centers, found on virtually every continent. Many of our operators experienced the brand with their own children, and this often becomes the catalyst for their interest in purchasing an existing location or bringing the brand to a new market.

Does your advertising target the African-American community?

Matt, My Gym

To be honest, not really.  Now, that may vary from gym to gym.  There might be sections of a market a gym may concentrate on, but My Gym marketing is targeted at moms and families of children regardless of race or religion. The class makeup depends a lot on the demographics of the community.  Admittedly, we tend to be in communities that reach mothers who have extra time and can afford the classes.   Ethnicity does not come into our thinking when we develop marketing strategies.  It doesn’t matter to us what color the kids are—if you have the time and the money—we welcome everyone.  We train our staff to be welcoming and accommodating, to all mothers–single, married, white, black, young or old.

Danielle, Gymboree

Gymboree does not market to this community or any other, specifically.  We do, however work hard to be sure that all ethnicities are represented in our advertising media.

What types of classes are offered? What are the benefits for infants? 

Matt, My Gym

We offer classes that are safe, age-appropriate and optimal for building self-esteem.  Kids can play, dance, and develop. We have cardio and sports programs, karate and martial arts and parent participation classes.

Infant students begin their first visual, audible and spatial exploration as Little Bundles, while their parents are guided through a program designed to carefully introduce music and movement in a variety of fun ways.  Baby exercises, songs, dances, infant-safe rides, unique swings, and many other adventures take place.  Infants experience sights, sounds, socialization and a stimulating environment.  We have swings and slides as well.  It’s like an indoor playground but with a structured program.

We’re developing and enhancing our programs.  Thursday one week is different from the Thursday the following week.  The physical set up is different.

Danielle, Gymboree

We offer whole child early learning program’s for parents and children in play, art, music and sports.  In our non-equipment based programs, such as Music and Art classes, there are a maximum 10 – 12 students, which allows for a more intimate classroom environment/experience.  Our Play & Learn classes are equipment-based and take place on our large play-floor, allowing up to 20 children to participate with an adult.

At Gymboree, we recognize that children start learning by playfully exploring their world as soon as they are born. Our role is to provide parents of children birth-5, with engaging opportunities to partake in those playful interactions together and to show how this provides a critical foundation for connection, creativity and confidence for future learning.

What are the benefits to mothers?

Matt, My Gym

Moms get ideas from the class that they can turn into activities with their kids at home. Classes also include brief parent discussions where moms talk about their children’s development and leave with informative handouts.  This allows our members to share personal experiences with other moms.  Taking a class can be a stress reliever.  There’s music, an upbeat, friendly environment.  For stay at home moms, it’s a chance to get out beyond the four walls of your home.

Danielle, Gymboree

We recognize that all mother’s experience a sense of overwhelm. Lifestyles change dramatically when a child enters your life, and mothers are faced with the task of recreating their world. Gymboree has been a hub for connecting mothers to the support they are seeking to do accomplish this, in a celebratory way that doesn’t feel like a chore. Whether that Mom is searching for a social circle, education on how to support their child’s development, or a desire to get out and have an enjoyable experience with their little one, Gymboree has been able to meet the numerous needs of mothers through our inspiring programs that are as fun as they are educational.

In the current economy, a baby gym membership is often not in a family’s budget.  What affordable options are available? 

Matt, My Gym

For years, the way our gyms ran, moms would pay upfront for eight to ten week sessions.  Now, families pay once a month, which is a much lower fee.  It’s a more affordable model.  I f parents are challenged with cost, gyms will often work out deals or run specials.  Moms shouldn’t be put off by published prices.

Danielle, Gymboree

We understand that today’s families are more conscious than ever of living within their means and managing their household to a budget.  To make our programs more accessible, we have shifted our enrollment options in almost all markets, from 3 and 6 months advanced purchase memberships, to monthly subscription billing.  This breaks down a large tuition fee into much smaller amounts that can be more easily managed within a family’s monthly budget.

What can a new mom expect at her first class?

Matt, My Gym

We aim to make it a comfortable, family friendly environment.  There’s no starting point, so you can begin a class at anytime. You can participate or pay attention.  Every child develops differently, so it is a 100% non-competitive program.  we’re known for our teacher-student ratio. So, a mom can expect a small class where she’ll have lots of fun with her little one.

Danielle, Gymboree

Plan to be warmly greeted and given a name tag, so you and your child will soon find friends. You will introduced to music, songs and a range of age-appropriate activities that you are welcome to join. We will encourage you to go with the activities your child most enjoys, and you’ll get plenty of coaching and support on how to explore our one-of-kind playscapes with your child . Then a sea of floating bubbles and flying parachute colors will delight you before we say goodbye.

My Gym and Gymboree Play & Learn offer the first class for free.  have you taken advantage of this offer?