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Sales
[ October 7, 2020 by Fitness Revolution 0 Comments ]

Our 5-Step Sales Process to Grow Your Gym

Do you struggle with sales?

Many gym owners do – and it’s easy to see why. They come from a training background, with experience and passion to help people reach fitness goals. Now, as business owners, they find they have to also learn how to sell, and it can be a challenge.

We’ve been there. And we’ve counseled hundreds of gym owners through this awkward phase to become expert, confident salespeople. 

How? With our simple 5-step process. Here’s an outline of how it works.

Step 1: Welcome and Building Rapport.

When you meet your potential client, focus on doing just two things:

  • Set the tone by building a genuine connection.
  • Set expectations about the meeting and your relationship.

Show that you care about the person and what has brought him or her to you. Ask open-ended questions. Listen. Share a bit about yourself, without shifting focus.

It’s a real conversation, not a sales monologue. You want to draw from your prospects what they want to change – and the emotional component is key. Show that you’re here to help whether they sign or not.

Step 2:  Explore Aspirations.

Encourage your prospect to look to the future and dream a bit. Go beyond something typical and short-term (“I want to lose 15 pounds”) and let him or her describe what life could look like in a year. 

If this takes a little pressing, you’ll find it’s worth it. Share a bit about yourself, if that’s necessary.

This will open them up emotionally and reveal important aspects of their values.

Step 3: Uncover Afflictions.

This flows beautifully from Step 2, so do it at the same time. Explore the tension between what they want and what they do. This identifies the pain points or afflictions that stand in their way.

We all have beliefs about ourselves, but sometimes there’s a gap between our self-image and our behavior. That can motivate us to change our actions to match our self-belief. 

When prospects see this gap, you’ve already helped them immeasurably.

Step 4: Collaborative Evaluation

Together, the two of you will evaluate the pros and cons of the prospect taking action – and of not taking action.

What’s good and bad about getting in shape?

What’s good and bad about continuing everything as it is?

It’s the biggest choice at stake — to change or not. And it has the biggest impact on closing the sale.

Step 5: Recommendations and Commitment

Repackage what your prospect has told you and maybe add a recommendation about, say, small group training twice a week.

Then, share a story about a client who had a similar challenge – and how that person succeeded. 

And finally, pose the commitment question, emphasizing the prospect’s freedom to choose: “Based on what we’ve talked about, what do you see as the next step?” This reinforces the themes we’ve followed all along:

  • You’re genuinely concerned about helping them.
  • They truly can make the necessary changes.
  • It’s their decision to make – no pressure.

That’s a quick summary of our 5-step process. We’d love to talk about it in more depth and share how we can help you achieve your business goals. Schedule a free consultation with one of our Success Coaches today.

Leadership
[ September 23, 2020 by Fitness Revolution 0 Comments ]

Leadership Lessons: Protecting Your Culture

Smart gym owners work hard to establish a company culture. It’s crucial for customers, employees, and the business’ image in the community. 

Protecting your culture is just as important as building it. And sometimes that means seeing management challenges through a different lens, like when to remove a team member or a client from the environment.

Those decisions are sometimes difficult but always necessary for the greater good.

Threats Can Come from Inside or Outside

Consider these two scenarios. 

In one, the employee who’s supposed to open the gym at 5 a.m. oversleeps a few times, requiring you to scramble and face an upset crowd of members waiting to get inside. The first time, you pick up the slack and end up working two full shifts in a single day. The next time, you have to wake up another employee and ask her to rush down and handle it.

This might look like a simple employee problem, and it is. But it’s also a culture problem. This is NOT how you want to do business – with customers, employees or your culture.

In another, you have a male customer who repeatedly makes sexist comments to the young woman who works at your front desk. It’s disrespectful and uncomfortable for her, and it’s inhibiting her ability to do the job. She’s unhappy and feels trapped. Others are noticing.

What’s your responsibility here? Should you keep taking the customer’s monthly dues and tell your employee to ignore it? Or do you tell the customer to find another gym and show everyone what’s important to you and your culture?

Culture Shows What You’re All About

Your culture reflects your values. Those values must include things like reliability, professionalism, meeting (and exceeding) expectations, and treating clients and coworkers respectfully.

Your culture determines not just who comes to you as a teammate or customer. It determines who stays. Who’s happy. Who spreads good news about you in the community.

It’s a huge part of retention – of clients and of good employees.

You can’t grow without protecting it, even when it comes to making difficult choices about difficult people.

But when you see those bad actors in this light, it can give you that extra guidance that you’re making the right decision to show them the door and protect those who remain.

Let’s discuss these and other management challenges in your free consultation with a Fitness Revolution Success Coach. Schedule it today.

Management
[ September 16, 2020 by Fitness Revolution 0 Comments ]

Save Time with Delegation

What kind of business leader do you want to be?

The kind who insists on doing everything yourself? Or the kind that empowers team members to handle certain tasks based on their ability and rank?

Delegation is the key to establishing a true business, rather than just having a job that requires you to do everything. It’s the process of empowering employees, properly managing them, and refocusing your time on the bigger picture.

The 4-Step Process

But how do you delegate with confidence? We have a four-part process. Here’s a summary of a longer article I wrote last year for our partner PT on the Net.

1. Identify the activities to delegate. These will be either single tasks or ongoing items.

2. Establish who’s responsible and their authority. The tree analogy is helpful in matching employee to task. It has four categories of its own.

  •     First, leaf decisions are day-to-day actions an employee can handle without reporting everything to his or her manager.
  •     Second, branch decisions require reporting but no discussion.
  •     Third, trunk decisions are significant and could harm the tree, so they need to be discussed before any action is taken.
  •     Fourth, root decisions are mission critical and could kill the tree – so these should not be delegated. 

3. Delegation of activities. Make a list of the specific activities you’re delegating and how much authority the individual has for each. Explain everything, ask for the employee to repeat it all back to you, and encourage him or her to ask any questions. You want to be sure you’re both on the same page about expectations.

4. Coaching and accountability. The employee now has taken over the specific activities assigned to him or her, but will need ongoing support, accountability, and coaching to ensure the outcomes from these new tasks and responsibilities are met.

Delegation Is Crucial for Growth

Delegation is an essential management function. It gives the gym owner more room and efficiency to develop the team while also focusing on the vision for the company and the responsibilities that only the owner should be handling.

It can take a while to find your comfort zone with “handing things over.” But that’s a normal part of it, and you’ll get more confident with practice.

Let’s keep talking about this. Schedule your free consultation now with one of our Success Coaches to get a more thorough understanding of the process and to get some guidance on any issues you might be having.

Marketing
[ September 2, 2020 by Fitness Revolution 0 Comments ]

The 5-Step Process for Building A Referral System

Everybody wants leads, but most independent gym owners are missing a golden source right in front of them: referrals that are highly valuable and mostly pre-qualified.

Too many fitness pros take a passive approach to gaining referrals from clients, employees, and other contacts. 

“If you know anybody who needs help with training, tell them to call me,” they say.

But it takes more than that. You need a system to keep referrals coming all the time. And don’t be afraid to ask for them. It’s not too much to ask. Just think how happy you are to tell a friend about a great service or product. 

This simple, five-step process will get you the referrals you need to grow your business.

The 5 Steps

  1.     Consider Your Cost Per Acquisition. To learn what that is, take your marketing budget (let’s say it’s $500), divide it by the number of closed sales (let’s say 20), and you see what you spent to get each new client (in this case, $25). This gives you a starting place to see how much you can spend on incentives.
  2.     Identify Your Incentives. You can provide gift cards, swag, a percentage off your services, or a donation to a philanthropic cause (theirs or yours). Maybe offer a tiered system, with better stuff coming with each new referral from the same person. The incentives should motivate people to refer you to others, so make sure they align with what they want.
  3.     Outline Your Opportunities. These can be people (high-value clients, employees, clients with large social circles); actions (point of sale, when someone shares or likes your content on social media); client achievements; events and promotions like open houses or referral contests.
  4.     Entice With Ease. How do you talk about this? Don’t leave it to chance, which leads to weak language and requests. Don’t let the burden of outreach fall on your client. You want to take control of the conversation to get and develop the lead. Make sure your messages are consistent and clear.
  5.     Systemize For Success. Set up this process so it operates with ease. Commit to asking for a certain number of referrals within a certain time. Keep track of who you’ve asked for what, so you don’t wear them out. Monitor results and adjust based on performance.

We’ve created a cheat-sheet that goes into much greater detail about this five-step process. Click here to get it now, review it at your own pace, and let us know if you have any questions.

Remember that referrals are some of the most valuable and qualified leads you can get in your business.

Be intentional with your messaging. 

And train your team so everyone has the tools and skills to capitalize on opportunities.

Business
[ August 19, 2020 by Fitness Revolution 0 Comments ]

Leading and Lagging Indicators Help Your Business Grow

If you’re working toward a goal, then you need to measure your progress. That’s true whether you’re a gym owner trying to grow your business or, say, a fitness client trying to lose weight.

And in both cases, it’s helpful to use KPIs (Key Performance Indicators) to see how you’re doing and make necessary adjustments.

Two KPIs are Leading and Lagging Indicators. What are they, and why are they important to your business?

Leading Indicators

  • You can think of leading indicators as inputs. These are the activities and actions you take to reach a desired outcome.
  • Your leading indicators influence and foretell your lagging indicators.
  • Leading indicators tend to be harder to measure but easy to influence.

Lagging Indicators

  • You can think of lagging indicators as outputs. These are the results or outcomes from your leading indicators.
  • A change made to your leading indicators will change your lagging indicators. 
  • Lagging indicators tend to be easy to measure but harder to influence, since they’ve already happened by the time you can measure them.

As an example, let’s consider that prototypical client who wants your help to lose weight – a certain number of pounds in a certain timeframe.

No problem. You know how to do the math. Let’s say he’ll need to train with you three times a week for three months while eating 1,800 calories per day. Those are your leading indicators – if he does these things, they will lead him to his goal.

You’ll be able to measure the lagging indicator, or how much weight he has lost, after it’s happened.

Make sense?

A Sales Example

So, how can you apply this principle to your business? Here’s a simple example.

Let’s say you currently follow up with clients three times once you have their information. You close about five clients a month, and you need to get to 10 closes a month.

You can start by doubling your follow-ups (leading indicator) to influence the likelihood of moving closer to your desired outcome (lagging indicator). 

Or, consider the four pillars: leads, front-end offers, core offers, and clients lost. Your leads could be a leading indicator for your new COs, for example. You can increase leads by some factor to move you closer to a new COs goal.

KPIs are just one of the important ways to measure your progress. Let’s talk about systems and procedures your gym needs to get you where you want to go. Our Success Coaches are expert at this, so schedule a free one-on-one call now.

Business
[ August 12, 2020 by Fitness Revolution 0 Comments ]

Taking Care of Business: Why You Need A Weekly Operating Routine

How many times has this happened to you?

You head to a team meeting stoked about getting updates, leading a productive discussion, and adjourning with everyone clear on expectations. But you get there to find some people don’t know what the meeting is about, stragglers keep coming in late, someone forgot to prepare his report, etc.

If you’ve been in business for more than  a week – as an independent gym owner, an employee, or even as a solo-preneur – then you’ve been hit by this kind of disorganization.

The problem extends beyond what goes on in your meetings and leads to a “putting out fires” operation instead of a high-performing team. You and your staff all need your own Weekly Operating Routine.

Routines are part of the systems and procedures every successful business establishes – and maintains. They keep everyone on the same page, with clear direction. And that applies whether you’re running a good-sized operation, a small team, or you’re on your own. 

Fitness Revolution Success Coaches are experts at helping you set up a Weekly Operating Routine that covers all your bases and keeps you on track. We have a fully charted plan, and management tools to keep your priorities and metrics clear.

2 of the Basic Components

Everyone should start with a Weekly Kickoff meeting. This is where you set your focus to manage the week ahead so it doesn’t manage you.

Review your priorities and metrics 15 minutes before the appointment so you’re bringing to the table everything that’s expected of you. 

If you work alone, schedule this like a meeting and make sure you honor the time to check in with yourself, commitments and goals.

Then, at the Weekly Wrap-Up Meeting, be sure to close out each week by counting wins and casting a vision for the next week. Incorporate new information, update your calendar, and set priorities for the next week.

How to Run Great Meetings

A Weekly Operating Routine includes several meetings and check-ins. Having a Weekly Operating Routine makes it so much easier on you, as the business leader, to make sure they’re all professional, productive, and no longer than necessary.

Here are some tips to run a great meeting and make sure you get buy-in where you need it.

  1. Set the expectations for attendance, preparation, and participation beforehand. Give them time to make adjustments. Then hold your team accountable. Remind them of the 3 Ps of each meeting: Purpose, Preparation, Presence.
  2. Hold meetings at the same day/time every week. 
  3. Start on time, finish on time. Every time. 
  4. Make this the most important appointment on anyone’s work schedule. If you learn to treat it that way, it will be that way. 
  5. If your meeting is live, have printed copies of all the relevant documents. If you meet online, make sure your agenda has a place where you can link to them.
  6. Keep your agendas consistent. Most sections should be crisp and efficient with little discussion. Make it clear that one section is the place for discussion.  Identify the facilitator who will manage the meeting and keep everyone focused, and the agenda manager, who will take minutes and share post-meeting information with everyone.

We’re happy to share more about the Weekly Operating Routine and our systematic approach to making your gym a success. So, let’s talk. Schedule a free one-on-one chat with one of our Success Coaches today. 

MarketingSales
[ August 5, 2020 by Fitness Revolution 0 Comments ]

How to Harness the Power of Free, Local Media Coverage

We all spend time and effort on social media, websites and blogs to promote our businesses. But there’s another, traditional way to get free exposure to the masses in your area, and it’s often overlooked or dismissed.

That’s free media coverage on TV and radio and in newspapers. Yep, the old dinosaurs still have plenty of value for you – particularly now with so much huge, serious news happening everywhere.

And, you might not realize it, but newsrooms everywhere are understaffed and overworked. They want local, positive stories related to bigger events going on all around us – and businesses helping people stay healthy during a pandemic? Huge. They don’t have time to think about what would be a good idea. They need you to make it easy for them.

In other words: What you do is newsworthy, especially this year. Getting featured or quoted in local media can be highly effective in gaining brand exposure, presenting yourself as a community expert, and building connections.

What makes something newsworthy

The first step in getting the attention of reporters and editors is to come up with a story that fits their needs. They didn’t go to work each morning thinking about how they can promote you or fitness in general. They are probably not aware of what’s trending in fitness – or what you are doing to provide a safe, effective workout to help your community.

They want legitimate news, so make it easy for them to see newsworthy elements, such as:

  • Timeliness – Something just happened, is happening, or is about to happen
  • Novelty – a new, fresh angle
  • Human interest and emotion
  • First-best-longest-strongest
  • Impact – dollars raised, pounds lost, lives improved

For TV, add in visuals and think about how it looks. People exercising? Responsibly? Happily? GOLD. Examples today include:

  • How gyms are helping charities, healthcare workers, and other local businesses through these tough times
  • Outdoor exercise classes or group training
  • Helping “older” people with online training (This one has it all!)
  • If you’re allowed to welcome people into your location, what are you doing to ensure a clean, safe environment?
  • Gyms lending or giving equipment to members at home
  • Fitness professionals lobbying state and local leaders about Covid-19 restrictions, focusing on how you help people.

Next, you need to contact your local media, whether it’s a big-city newspaper, a free weekly, a radio host, or a TV reporter. Follow these tips.

  • Take the time to find the right reporter or editor to email with your pitch. Don’t just call and ask to talk to someone or send an email blindly. Some reporters “cover” local businesses; health and fitness; or “positive” community news. Look for them.
  • Point out what makes the story relevant right now or at a specific date in the future (an upcoming annual 10K, a local historic anniversary, etc.) 
  • Do not suck up and do not insult. No comments about “lamestream media,” “fake news” or, “I know you don’t like to report when good things happen…”
  • Be sure your email has your contact information – email, cell phone, land line, social media.

Even before you start pitching your story

Build relationships with local media people even if you don’t have something specific you want covered. Let them know who you are and what you’re all about, and suggest they keep you on file for when they need to interview a local trainer, businessperson, fitness expert, and so on.

  • Follow their social media accounts. “Like” or comment on their posts. But don’t be a stalker or too flattering.
  • Always be courteous, transparent and honest. Don’t oversell. Don’t engage in controversy about anything. It will only come back to haunt you.
  • Stress how you want to help people, and make clear the key messages you promote about health and fitness.

What you do matters. Sometimes, it’s also newsworthy. So, make the most of this potential to reach a huge audience with your message for free.

Schedule a free consultation with one of our Success Coaches to discuss possibilities in your market and other ways we can help you grow your business now and in the future.

Business
[ July 22, 2020 by Fitness Revolution 0 Comments ]

5 Questions with Success Coach Asa Ivers: COVID Challenges, Opportunities and Advice

Success Coach Asa Ivers joined Fitness Revolution in 2017 and has helped countless independent gym owners reach their goals. Asa graduated magna cum laude from Touro University in California with a business degree and a minor in marketing. She started in fitness as a trainer 15 years ago, then created and ran a successful gym. Asa loves applying her business knowledge and fitness passion to help gym owners succeed. We recently talked about coaching gym owners through this challenging time. 

Talk with one of our Success Coaches – Schedule your free call now

Q: What’s the No. 1 challenge that gym owners are facing right now?

A: We’ve been able to coach everybody over to virtual offers and keep their revenue streams. But limiting beliefs are the biggest challenge. I’ve had a lot of clients who felt, when this all started, that they couldn’t do a virtual option, for instance – and we help immediately with that. We know the best methods to implement and how to roll your clients. But then there’s the limiting belief that, “I’m not providing the same level of service, so I shouldn’t charge the same amount.” But in reality, most clients understand their hands are tied, so it’s the gym owner’s own self-limiting beliefs that can cause them to shoot themselves in the foot when it comes to maintaining that consistent revenue stream.

Q: How do you coach them out of that?

A: Basically by asking them  a series of questions to help them realize that it’s their own self-doubt that they are basing this on, and not what their clients are actually thinking. When they come to that realization on their own, then we move forward, full-speed ahead with maintaining the same revenue stream, the same cost for their services, and rolling their clients over into a virtual option. I also have them consider the flip side: If you discount your services now, then what happens when Covid is over? Well, then you’d have to raise prices on them – and they’d have an issue. More often than not, the gym owners are very happy that they did not discount their service.

Q: What’s the top opportunity available now?

A: A lot of times, the logistical pieces are so difficult for people to draw out. How do I go virtual? How do I provide this particular service? Do I provide the same programming? All the questions that come along with it can be overwhelming to businesses that don’t have the support system like we provide at Fitness Revolution. We’re able to help right away. We stay aware of what’s happening among the different states, and I coach individual businesses – there’s no plug-and-play, “one size fits all” template.

Q: What’s your advice about freezes, suspensions, and cancellations?

A: You need a policy in place outlining what constitutes a freeze, what the parameters are … Is there a financial situation, a job loss due to Covid? A freeze policy isn’t open ended. It outlines the circumstances in writing. Speaking of policies, you need to have a plan in case an employee or member tests positive or was potentially exposed. I help gym owners draft an email that says everything they’re doing, following or exceeding state mandates, etc. You want to have it ready if that situation unfolds – and be ready to roll clients back into virtual if that’s needed. 

Q: This is a smart time to stop all my marketing, right?

A: No, absolutely not. Do not stop your marketing. A lot of people have been thinking, “I’ll just pause marketing because I’m going to focus on servicing the clients that I have.” No, don’t stop. There’s a lot of businesses that are stopping to save some money. Maintain your virtual options and market to it. Make sure you clients, prospects and community stay informed about what you’re doing.

Asa is just one of our awesome Success Coaches here to help get you where you want to go. Set up a free call now with one of them to learn what we can do for you right from the jump.

Business
[ July 15, 2020 by Fitness Revolution 0 Comments ]

How to Prepare for Possibly Reclosing Your Gym

No one wants to think about having to close your gym again. And we don’t want to be alarmists here.

But the sad truth is, it might come to that point. We’ve already seen at least two states – California and Arizona – order gyms closed again after a surge of coronavirus cases. With numbers also rising elsewhere, and with the wild ride we’ve all been on already, we believe it’s best to be prepared – or, at least, not caught by surprise.

So, let’s talk about how to get ready in case it happens in your state, too. 

 

Talk about it with one of our Success Coaches – Schedule your free call now

 

First: Don’t Think We’re in the Clear Yet

Having the right mindset might be the most important thing right now. That means acknowledging that you might have to close your gym again – and then developing a plan to have on hand just in case.

Hopefully, you won’t need it. And you can always change it. But the gravest mistake would be to forget about it and think it’s all in the past.

What To Consider Now

The good news is, we’ve been through this before, so we know more about what to expect. That doesn’t mean you can just automatically repeat what you did before and assume everything will be OK. 

Here are some things to be thinking about.

  • Keep Marketing. No matter what. Your clients and prospects need to know if you’re still open, what your hours are, how to register for online training, etc. It’s up to you to keep telling them – and there’s nothing unethical or troubling about promoting your services. Remember that people need you now more than ever.
  • Keep Your Virtual Options. You might have maintained online training throughout the crisis, even if you were already allowed to reopen. (And we know many of you have NOT been allowed to reopen yet.) If you discontinued your virtual offerings, then get them fired back up immediately. Don’t wait for the bad news to come. You want to be ready to continue operations smoothly, without having to start anything over again during crunch time.
  • Remember Your Sales Calls. Whether you’re fully open, online only, or offering hybrid solutions, you still have to make your sales calls to bring people into the business as members. It’s a fantasy to think we can rely on our online sales copy to close the deal. 
  • What You Know Already. You know from before how to maneuver in a challenging situation. So, apply that hard-won wisdom now before your hand is forced. You know what your income and expenses look like ideally and what they need to be under duress. You know how to manage your time and your team. You know how to consult with your landlord, tax adviser, and accountant.
  • Some New Advantages. The market is thinner now, since some gyms have had to close. You should be using that to your advantage anyway – and recognize the bigger opportunity for you now to bring gym-less folks into your fold. Outdoor training might be an option for some of your members now, so consider the possibilities. What other circumstances are different now that you can shape into opportunities?
  • Rely on the Basics. Keep the health and safety of your team and clients at the top of your priorities – and make sure everyone knows it. A clean gym will continue to be a powerful selling point. Focus on delivering the best experience possible; survival will come through customer service. Manage your expenses.

Again, we don’t want to alarm you here. But make no mistake: You need to stay aware of what’s happening in your state and industry so you can always be prepared. This is an ongoing challenge – and we are here to help with countless resources to get you through it. Set up a free call now with one of our Success Coaches to get your mindset right and your plan down on paper.

Marketing
[ July 1, 2020 by Fitness Revolution 0 Comments ]

Differentiate Your Gym: Standing Out in the New Normal

The fitness marketplace is crowded with competitors – and today, of course, it’s also packed with uncertainty and profound changes. So, differentiating your gym is crucial and a fundamental part of your marketing strategy.

Meaningful differentiation showcases your gym’s unique strengths and it shows your value in a way that separates you from competitors. It makes it possible to win business by competing on your own terms without competing on price.

 Schedule a free consultation with one of our Success Coaches now

You give up your market share when you don’t have differentiators, don’t use them, don’t test or revisit them – or simply have weak differentiators, like “We deliver results” (because everyone can say that). Those are among the most common mistakes to avoid. Without strategic differentiators, you’re not telling prospects why they should choose you to solve their problem. You’re just hoping they figure it out on their own.

5 Factors in the Solution

1. Discover. Try to establish three proposed differentiators. Start by asking five ideal clients why they chose you initially. Then consider what problem that solves for your prospects. What are your competitors saying? Will this play a role in the prospects’ buying decision?

2. Dissect. Score your potential differentiators on a scale of 1 (weakest) to 5 (strongest) based on three factors: the benefit to the prospect; the rarity in your marketplace; how hard would it be for someone else to say and prove the same thing? 

3. Develop. Rank your potential differentiators from strongest to weakest. Add up the total across all three categories for all three differentiators, and list them highest to lowest. The one with the score closest to 15 is probably your strongest. Then write a first draft answering: what is the differentiator (its title); why it matters to prospects; how you accomplish this (its description).

4. Document. Polish your differentiators so they’re ready to go. Write a headline – three to five words describing each. Then write a description – a short, credible statement that describes the why and how you listed at the end of Step 3. 

Here’s a well-known example from Planet Fitness.

Headline: Judgment Free Zone

Description: We seek to provide a comfortable, safe and energetic environment where everyone feels safe and accepted.

5. Differentiate. Use, test and refine your differentiators – always, for as long as you’re in business. Don’t ever assume you’re “done” with this. Start by considering where you will use the differentiator? On your website, social media, etc. Then keep testing and refining so your differentiators remain effective no matter what happens (like, oh, maybe a global pandemic). 

 

How does all this change in the “new normal” and how much do you keep of what you had before? What still applies? What new opportunities are presenting themselves?

For example, the idea of safety is at the top of everyone’s minds. You can go a step further by developing it into a differentiator. What safety procedures have you developed? Have you branded your cleaning process? Are you using CDC and WHO guidelines to your advantage?

There’s more to talk about – like how to make your online offerings stand out, and why you should never rely on price as a differentiator.

So, schedule a time to talk, for free, with one of our Success Coaches. We can discuss specifics to build your differentiators and we’ll help you leverage them across your marketing efforts and positioning.

Marketing
[ June 24, 2020 by Fitness Revolution 0 Comments ]

5 Steps For Pricing Your Virtual & In-Person Offers

Independent gym owners often struggle with setting prices. The process is more complex than usual these days, with the common addition of online training and hybrid services in the wake of the Covid-19 crisis.

Fitness Revolution leaders discussed this in a recent webinar. This is a recap of some of the key points covered in the webinar, which you can view on the page of resources we have gathered for you.

Remember that pricing should be set with objective intentionality and based on solid principles. This is the same whether we’re talking about in-person, virtual or hybrid offers.

Here are five steps to follow.

Always Be Making Money.

You need to be making money on every class or session. Find your break-even point by evaluating monthly expenses and spreading them out between your total offerings; figuring out how much it costs to run one class or session; and documenting that baseline by the month, week, and class or session.

For example, it if costs you $2,000 a month to run your business, and you run 40 sessions a month, your average cost is $50 per session.

Set A Price.

Start by figuring out pricing for your Core Offer (CO) and Front End Offer (FEO) or secondary offers. Remember, your core offer is the economic driver of your business. The FEO will typically be priced at around 75 percent of our core offer at a prorated rate.

Example: Your CO is 30 days of training at $200. Your FEO is 14 days of training, or $100. At 75 percent, that’s $75.

Frame Your Price.

To do this, you must know your audience and price appropriately. Luxury pricing won’t work if your audience is focused on bargains, and vice versa. 

Learn the details about how to set prices to remove customer barriers. Did you ever wonder why prices are often set at $4.99 instead of $5? There are proven reasons for this. Use 99 cents for cheaper services ($19.99) and 95 cents for higher-priced items ($79.95). See the webinar for more useful insight on tactical pricing.

Identify Adjustments.

Think about when to raise your prices – at the start of a new year, perhaps, or when your operating costs have increased. Consider how to implement the increases. Will they be across the board, just for one program, or bundled together?

Again, be deliberate. Discount only with a strategic intention that aligns with your business direction. Is the value different on a virtual offering than the physical version? Or is this something new just for online? These kinds of questions speak to the change in supply or demand, and to the change in value of what you’re offering.

Avoid Pricing Mistakes.

Sometimes the easiest pricing strategy is to avoid common mistakes. So don’t price off your competition alone, don’t price yourself in the middle, and don’t default to discounting. Don’t try to please everyone, and similarly, don’t let your own beliefs or ambitions dictate your pricing. Remember: You’ve got to be objective about this.

Be sure to watch or review the webinar for more details. And please, schedule a time to talk with us in a free consultation with one of our Success Coaches now. 

Marketing
[ June 17, 2020 by Fitness Revolution 0 Comments ]

How to Market Your Reopening

Reopening your gym is a huge opportunity to learn from your clients, remove barriers in your sales process, and start the next leg of your journey on the right foot.

A lot of that is tied to how you market your reopening – even if Day 1 has already passed. These ideas apply to more than just the date you literally reopen the doors for the first time. It’s all about communications – and realizing that it’s your responsibility to provide information and empathy during this transition process.

You need to have a plan to market that you’re back in business or that you will be soon. We’ve broken it down into five essential elements.

Let’s talk: Call today to schedule a free chat with one of our Success Coaches.

Capacity

How much space in your schedule will you have? How much time before reopening? And how much money can you spend on marketing? If you’re already open, look at your schedule to see how much room you have to fill. Even if you can’t spend much on marketing, be sure your resources match your plan.

Messaging

The 6 Cs are guidelines for strong messaging. Run everything through these filters before going public with them. Make everything clear, concise, compelling, credible, and customer centric, and give them a call to action (tell them what to do next).

Awareness

Your campaigns to promote your reopening should achieve three objectives. Inform your clients about your reopening plans through phone calls and text messages, updates to your website, posts on social media, and group emails. Emphasize health and safety measures you’ve implemented. And build some excitement.

Activity

What’s going to bring people in the door? Are you planning enough activity to generate the lead volume you’ll need? Think about reopening offers, reactivation, your email list, “bring a friend” promotions, social channels, and even paid advertising.

Conversions

Collect all the basic information – name, phone numbers, and email addresses, at least. (It’s surprising how often this gets overlooked!) Get them into a sales conversation without relying on a landing page or sales copy to do all the work for you. Anticipate their objections and have your responses in mind. And be sure to follow up, eight to 12 times at least (or until they tell you no).

If you have questions about any of this, or want to dive deeper into any issues facing you now, let us know. Schedule a free consultation with one of our Success Coaches now. This is an important time for your business, and we’re here to help you make the right moves with confidence.

Revenue
[ June 10, 2020 by Fitness Revolution 0 Comments ]

How to Recover from Revenue Losses

If you’re like most independent gyms, you’ve seen your revenue decrease during the coronavirus crisis.

That’s why we devoted our webinar last week to the topic of recovering from revenue losses. You can find all our recent webinars among the free resources we’ve gathered for you. (There’s a ton of great information, so be sure to see take a look.)

Without minimizing what’s happened, we are here to tell you that there is hope – and we can help you get started on your process of recovery. Here is an outline of the plan.

First, you need to determine your cash runway. This is a crucial metric to understand your gym’s financial health, and it will inform your plan to recover revenue.

Follow these three steps.

  1. Gather Your Financial Information: gross revenue; fixed expenses; variable expenses; operating margin; cash on hand; capacity percentage.
  2. Project Your Runway. This means how many months a business can last before burning through all its cash on hand. With current, accurate numbers, this is the easiest formula to project your runway: Cash on Hand divided by Net Monthly Loss = Cash Runway in Months. Here’s an example. Say you have $20,000 on hand; gross revenue at 60 percent capacity of $36,000; fixed expenses of $40,000; variable expenses of $6,000; operating margin of negative $10,000… You have 2 months of runway.
  3. Build Your Plan. This will depend on how many months of cash runway you have. For example, if you have a month or less of cash runway, then – among various tactics – you can reactivate campaigns to win back prior contacts, former clients, previous prospects, etc. With up to 3 months of runway, you can focus on moving customers from lower-tier programs to higher-tier programs; upsell a secondary service or product; charge more for services and bundle them together; and more. Gyms with longer cash runways have different options, as well, like selling non-recurring products and services (courses, retail items and more).

There are many tactics and approaches, all depending on your situation. We go into them in greater detail in the webinar. And we are here to talk about it anytime. Let us help you figure out where you are right now and how we can get you started on recovering from those revenue losses. Schedule a time for a free consultation with one of our Success Coaches now.

MarketingRetentionSales
[ May 27, 2020 by Fitness Revolution 0 Comments ]

Marketing Virtual and In-Person Services: What to Tweak, What to Keep

If you started offering virtual training during the coronavirus quarantine, you might be among the many gyms planning to continue offering it even after the crisis is over.

So, you might find yourself operating two marketing tracks: one for virtual and another for in-person training.

It might seem like a lot to think about, but we’re here to walk you through it. This was the subject of a recent webinar, and you can watch the video here for a longer discussion. 

Download our free list of resources to protect your business during the COVID-19 crisis.

First: Let’s Review Some Basics

  1. Keep doing what has worked in the past. The best starting place is the marketing plan you had before COVID-19. You can make changes to it, but don’t throw it out and start over.
  2. Maintain realistic expectations, track your results, and (even now) balance short-term needs with long-term goals.
  3. Messaging must be clear, concise and conclude with a Call to Action – what do you want them to do now? Click for more information, download a resource, etc.
  4. Focus on them – your clients and prospects – rather than yourself. 
  5. Pick three things to do, and get good at doing them consistently. That’s one each for these three channels: internal, offline and online. Choose activities based on your strengths, resources and their ability to generate revenue.
  6. Track and measure your marketing efforts – leads, FEOs, sales opportunities, and execution of your marketing activities. Sound familiar? It should – because we’re talking about sticking to your plan for the most part. 

Marketing Your Virtual and In-Person Offers

Good marketing is based on foundational principles that should get you 90 percent of the way there. These principles apply virtually, in person, during COVID-19… All the time.

There’s a lot more “keeps” than “tweaks.” But let’s take a look at the 10 percent difference you can make with some minor adjustments.

Marketing Messaging

Tweaks: Speak to what makes your offer virtual and not just a product they can buy and use on their own. Highlight the new value, and leverage social proof for virtual offers. You want them to understand this is working and they can get good results with it.

Keeps: Stick to the basics of marketing message. (We go over the six key components in the recorded webinar.) Health and safety should always be a priority – and should be front-facing right now.

Marketing Activity

Tweaks: Shift a higher percentage of marketing to the online choice. Introduce virtual FEOs. Evaluate how much time and money you want to invest.

Keeps: Use all three channels (internal, offline, online). Create quarterly promotions and “insurance” marketing activities.

Tracking & Measuring Your Marketing

Tweaks: Adjust testing periods since you might not have the luxury to wait several months to see how something’s performing.

Keeps: Use of minimum metrics, designated testing periods.

 

Be sure to take advantage of the free COVID-19 resources we’ve gathered for you. And schedule a time for a free one-on-one consult with a Fitness Revolution coach. We can help you with virtual and in-person marketing, plus everything it takes to make your gym successful.

RetentionSales
[ May 20, 2020 by Fitness Revolution 0 Comments ]

Overcoming Obstacles and Seizing Opportunities

Some people see an obstacle and focus on how it’s blocking them.

But successful entrepreneurs see challenges as opportunities.

In these days of the pandemic, we all face plenty of these situations. Your success depends largely on overcoming obstacles and seizing opportunities inherent in today’s world.

Here’s a look at three common situations and how some of our top-performing gyms are spinning them to gold.

 

Download our free list of resources to protect your business during the COVID-19 crisis.

 

Topic No. 1: Safety. This is the primary concern for everyone – your employees, clients, prospects and community. You want to build trust by providing a clean and safe facility; present positive optics about what you’re doing; and protect the culture you’ve created.

What Top Performers Are Doing: They’re communicating with all their stakeholders so much they might feel like they’re over-communicating. (Impossible.) They’re looking ahead, regardless of whether they’re allowed to reopen yet, with contingency plans and ordering cleaning supplies in advance.

Topic No. 2: Losing Revenue. Most independent gyms have suffered some level of revenue drop. Most businesses of any kind probably have. It’s part of the current state of the world, but you can take steps to improve.

What Top Performers Are Doing: They’re expanding their short-term and long-term offerings to create new revenue streams with virtual training and nutrition coaching. They’re reducing costs wherever it makes sense. And they’re watching for opportunities to take clients to the next level of service – from, say, group training to individual training. 

Topic No. 3: Retaining Clients. Keep delivering your best service and experience. People want more community and engagement now. You can cultivate client connections and peer relationships to increase that sense of belonging that clients crave. And you can get to know them better, which will inform every aspect of your business.

What Top Performers Are Doing: They’re increasing their touchpoints with clients by making personal phone calls, sending texts, and even writing notes by hand. They’re providing opportunities for clients to interact, like virtual happy hours and game nights. And they’re asking clients about their needs to find new ways to meet them.

 

If much of this sounds familiar, that’s good! It means you are relying on the strong foundation you’ve developed – and you’re making adjustments as needed rather than ditching your whole business model and starting from scratch. Have confidence in what you’ve done, and show it by keeping a steady hand while remaining open to adjustments.

We’ve been updating the free resources to help you through the COVID-19 crisis. It’s such a fluid situation, and different from state to state, so stay aware of what’s happening in your area. And schedule a time for a free one-on-one consult with a Fitness Revolution coach. We can help you ensure you’re a top performer now and when all this is over.

RetentionSales
[ May 13, 2020 by Fitness Revolution 0 Comments ]

8 Tips to Maximize Revenue In Your Virtual Gym

Our weekly webinars have produced great conversations about how to solve problems for gym owners. One recently addressed how to maximize revenue in your business, including virtual training in the era of the coronavirus.

You and all business owners already know the importance of what we call The Big 3: marketing, sales, and retention. Keep up the focus on those three basics, always. 

But here, we want to share eight additional tactics that we shared during our webinar – action items you can put into effect right now to improve your revenue.

Download our free list of resources to protect your business during the COVID-19 crisis.

  1. Price Increases: Where should you raise rates, and for whom? Can you increase rates across the board, or just for new clients or programs? Yes, you might lose a few people who were looking for a reason to bail anyway. But you can minimize losses with proper communications.
  2. Up-Selling: After a customer buys your main offer, what service or product can you sell to increase the purchase amount? For semi-private training, for instance, sell them a MyZone belt or similar item. For virtual one-on-one clients, show them the value of buying resistance bands from you.
  3. Cross-Selling: You know how your TV, phone, and Internet services might be bundled together by one provider? You can do the same by offering similar packages to sell things like nutrition coaching and supplements.
  4. Ascension: Move clients up from your low-tier program to a higher level of service that costs more. Transition them from once-a-week virtual training to three-times-a-week personal training.
  5. Frequency: Increase the frequency of purchases, and reduce the time between purchases.
  6. Reactivation: Win back prior contacts, including: cancelled or frozen clients; prospects that never sold; people who took your FEOs (front-end offers) but didn’t convert to COs (core offers).
  7. Expansion: Introducing (and selling) new programs, like virtual nutrition coaching, stress management, or life coaching.
  8. One-Time Sales: These are products  and services that you might sell only once to each client, like meal-prep or cooking courses; yoga mats and water bottles; and video libraries.

Be sure to check out the free resources we’ve gathered to help you during this time, and schedule a time for a free one-on-one conversation with a Fitness Revolution coach. We’re here to shorten the learning curve and drive you to the next stage of your success journey.

COVID-19Reopening
[ May 6, 2020 by Fitness Revolution 0 Comments ]

Use This Time to Review and Adjust

This time of year brings annual rituals like spring cleaning, pruning limbs and pulling out weeds. They’re necessary chores to get ready for a new season of growth. And this year, we can apply the same idea to our gyms amid the coronavirus crisis.

So, take the time now to review your systems, procedures, programming and personnel. What can you do to make subtle improvements or to try freshening up here and there?

We’re not suggesting a deep overhaul of your business strategy. Stick with your core offering and pricing structure.

Download our free list of resources to protect your business during the COVID-19 crisis.

But, with your staff members’ help, you can probably find plenty of smaller but helpful improvements to make. Here are a few thoughts to get you going.

  • We know some gym owners who were able to renegotiate their leases – and even get some more space that they’re now turning into a useful addition.
  • Others are applying fresh paint, replacing worn-out carpets and banged-up lockers, and shining glass and fixtures. That all adds up to a spiffy-looking gym, which is important in looking clean and safe, as well.
  • Review your team. Who might be able to take on new responsibility? Is there someone you’ve been meaning to release? Now is a good opportunity to make these kinds of changes.
  • Class size and offerings: Do you want to focus on training in small groups only? You might not have a lot of choice, depending on reopening guidelines in each state. But coordinate with your online and hybrid offerings, and consider what will be easiest to manage should you have to temporarily close again due to COVID-19.
  • Can you find better deals on supplies or services? You might want to stay with your current providers but still be able to renegotiate better terms for yourself.
  • Review your programming and equipment. Will each component still be relevant after reopening? Sometimes a good idea from a few years ago no longer holds up, even without a global pandemic. 

Remember we’re talking about nuance here. No major overhauls. Remember why you made the smart decisions you did, and be sure any revisions are important. You have enough on your plate without creating unnecessary work.

Also, download our free resources to provide information and context, and let us know how we can help. We’re always happy to talk.