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