Fitness Business

It's so important to LEVERAGING YOUR TIME as a fitness business owner... and there is NO better way to do that then by working with more groups.

Here's an overview of 6 group training models, and some very important reasons why you should take a look at each in much closer detail:

Model #1 - 8 or 12 week Group Classes: This is one of the oldest models of all time. Think 'teacher' and 'students.' Essentially you are taking a subject your fitness business market wants to learn more about, breaking up the content into 8 or 12 'lessons', and then selling it packaged as 'workshop' with bundled education type materials as bonus. Binder, worksheets, audio CD's, DVD's etc. There are several other keys to make it work best, and some subjects that work better for this model than others.

Model #2- 8 or 12 week Private- Group Class "hybrid" Essentially a repeat of model #1, but blending the group element with alternating weeks of private 'one-on-one' time with each student. The time required to fulfill this type of program increases, and therefore the margin is affected somewhat, but generally speaking you can charge more for this type of group than model #1 because of the increased perceived value of 'access to the coach'. Also a great fit if achieving the goals of your participants in the group really demands some individualized work and attention.
In some cases, the 'private' time with coach can be delegated to your fitness business staff. While the main group classes are taught by principal in the fitness business.

Model #3 - Group Training and Boot Camps: They are the hottest thing exploding in the fitness business industry right now and for good reason. They're highly scale-able, incredible leverage and ROI, and a WHOLE LOT OF FUN (and therefore better 'stick' and retention of clients) with members.

Of course the fulfillment model and be adjusted to whatever you and your market are into. For example: 'Crossfit' classes, martial arts classes, kettlebell classes, pilates classes, military style boot camps, mommy-and-me boot camps, sports conditioning boot camps, you-name-it-plug-it-in here.

Model #4 - Semi-Private Training: This was popular several years ago and has been a quiet 'sleeper' model for some time. Simple to adjust to if you are currently offering only private training services.

Instructor to student ratio increases from 1 to 1, to 2,3,4 or 5 to 1. Rate increases, but overall revenue per hour (and more importantly MARGIN)goes up substantially.
This model option is great to sell in an economy where not as many folks can invest in high-end private training packages.

Model #5 - Workshops and Clinics (plus 'camps'): This is a model that not enough fitness businesses are taking advantage of. And adding this in and doing it right, can really make a massive difference in your bottom line.
How is your facility currently being used on the weekend?
Is it generating as much revenue as during the week?
Take note- find a 'niche' topic your market wants to learn more about, typically this works well for sports type markets or technical instruction like Olympic lifting, martial arts techniques, etc.

Offer a weekend 'clinic'. Often guest speakers, lecturers, and 'celebrity' talent, can be brought in and used to help sell the event.

Model #6 - Feeder Classes: Not really a group in itself, but a great model to sell higher end programs. Essentially you are breaking up a large ticket sale into smaller transactions by selling into a low cost 'workshop class' (typically $20-$147), providing great content and value. Then offer participants to continue on learning more and working with you by making the investment into the larger, higher priced program.

Big secret here is the feeder class cost investment should be priced to cover all marketing costs. Thereby eliminated all marketing costs for higher end program, and giving you more margin (and net profit) in the big program.

Use one, several, or all of these group training models to leverage your time in your fitness business to bring in more revenue in less time.

Labels: fitness business, fitness business tips, fitness marketing strategies, gym marketing, personal trainer marketing

What's your fitness business income goal for the next 12 months? What's your plan for accomplishing it? Have you done the assessing, forecasting, and planning to hit your target?

Let me give you a few more clicks on the dial you can use to hit those targets this year.

1.Raise prices -- Too many folks charge too little for the value they deliver in their fitness business. When was the last time you raised yours? If you're saying "I can't charge anymore to my clients" then maybe you're targeting the wrong clients for your services. Offer high priced 'private' and exclusive services to the affluent or ultra-affluent.

2.Increase transaction size -- How are you packaging and selling your fitness business services right now? May there be some room for expansion in this area for next year? What if you simply added a larger package on your menu, how many would take it? Note I didn't say discount it, I just said offer a larger package or longer term contract.

3.Increase your margins -- How much are you charging, what does it cost your company to fulfill it? Is this spread as good as it could be or are you overpaying for 'diva' trainers that are super 'experts.' Might be time to revisit this one -- hire personality and attitude, and then train everything else.

4.Start offering additional products and services to your customers -- The smart fitness business owners we've worked with, have ALL expanded their offerings to include multiple products and services. Private training, small group training, boot camp, corporate fitness, in-home training, nutrition counseling services, nutrition products, information products, and more. This is one of THE fastest and easiest ways to grow your business. What ones are you already doing and have good traction with, what new ones could you add, what ones are you doing that need more work to be maximized? How have you prioritized your investment of time/money and the return each will bring you (in the short and long term)? Do some more review and analysis here.

5.Add another continuity program -- If you are NOT building some type of continuity program in your business (boot camp or group training, back-end nutrition auto-ship products, gym/studio 'memberships') then it's time to get on with it already. If you're offering one already, what new one could you add to your offerings for 2010?

6.Develop customer value -- Simply stated, over-deliver and then sell more to those who are already buying from you.

7.Increase your business value -- How saleable is your fitness business? Do you have a strong database and plug-n-play marketing, sales, and management systems working in your biz? If not, what needs to become more plug-n-play in order to make your business incredibly valuable to a buyer? Have you thought through an exit strategy? If you've never even considered one, what would one look like one day if you wanted to exercise that option? Something to ponder...

8.80/20 rule -- 20 percent of the things you focus on will always deliver 80 percent of your results. That means it's real important you get clear on what is your 'unique ability' as an entrepreneur and fitness business owner. ... and build a team around you to handle everything else. If you're still dealing with head trash about who you are and WHAT your role and responsibility is to your biz, time to get clear on this now. Note: as you continue to grow, it's important you continually refine and get more clarity here. When you do this, growth gets easier because you're leveraging your strengths and getting smart. Not running around like a chicken with your head cut off anymore like your first year in biz.

Labels: fitness business, fitness business tips, gym marketing, personal trainer marketing

It's so important to LEVERAGING YOUR TIME as a fitness business owner... and there is NO better way to do that then by working with more groups.

Here's an overview of 6 group training models, and some very important reasons why you should take a look at each in much closer detail:

Model #1 - 8 or 12 week Group Classes: This is one of the oldest models of all time. Think 'teacher' and 'students.' Essentially you are taking a subject your fitness business market wants to learn more about, breaking up the content into 8 or 12 'lessons', and then selling it packaged as 'workshop' with bundled education type materials as bonus. Binder, worksheets, audio CD's, DVD's etc. There are several other keys to make it work best, and some subjects that work better for this model than others.

Model #2- 8 or 12 week Private- Group Class "hybrid" Essentially a repeat of model #1, but blending the group element with alternating weeks of private 'one-on-one' time with each student. The time required to fulfill this type of program increases, and therefore the margin is affected somewhat, but generally speaking you can charge more for this type of group than model #1 because of the increased perceived value of 'access to the coach'. Also a great fit if achieving the goals of your participants in the group really demands some individualized work and attention.
In some cases, the 'private' time with coach can be delegated to your fitness business staff. While the main group classes are taught by principal in the fitness business.

Model #3 - Group Training and Boot Camps: They are the hottest thing exploding in the fitness business industry right now and for good reason. They're highly scale-able, incredible leverage and ROI, and a WHOLE LOT OF FUN (and therefore better 'stick' and retention of clients) with members.

Of course the fulfillment model and be adjusted to whatever you and your market are into. For example: 'Crossfit' classes, martial arts classes, kettlebell classes, pilates classes, military style boot camps, mommy-and-me boot camps, sports conditioning boot camps, you-name-it-plug-it-in here.

Model #4 - Semi-Private Training: This was popular several years ago and has been a quiet 'sleeper' model for some time. Simple to adjust to if you are currently offering only private training services.

Instructor to student ratio increases from 1 to 1, to 2,3,4 or 5 to 1. Rate increases, but overall revenue per hour (and more importantly MARGIN)goes up substantially.
This model option is great to sell in an economy where not as many folks can invest in high-end private training packages.

Model #5 - Workshops and Clinics (plus 'camps'): This is a model that not enough fitness businesses are taking advantage of. And adding this in and doing it right, can really make a massive difference in your bottom line.
How is your facility currently being used on the weekend?
Is it generating as much revenue as during the week?
Take note- find a 'niche' topic your market wants to learn more about, typically this works well for sports type markets or technical instruction like Olympic lifting, martial arts techniques, etc.

Offer a weekend 'clinic'. Often guest speakers, lecturers, and 'celebrity' talent, can be brought in and used to help sell the event.

Model #6 - Feeder Classes: Not really a group in itself, but a great model to sell higher end programs. Essentially you are breaking up a large ticket sale into smaller transactions by selling into a low cost 'workshop class' (typically $20-$147), providing great content and value. Then offer participants to continue on learning more and working with you by making the investment into the larger, higher priced program.

Big secret here is the feeder class cost investment should be priced to cover all marketing costs. Thereby eliminated all marketing costs for higher end program, and giving you more margin (and net profit) in the big program.

Use one, several, or all of these group training models to leverage your time in your fitness business to bring in more revenue in less time.

Labels: fitness business, fitness business tips, fitness marketing strategies, gym marketing, personal trainer marketing