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[ May 13, 2019 by Fitness Revolution 0 Comments ]

The Text Message Follow Up That Doubled Our Conversions

There are some really scary stats out there when it comes to sales follow up…

According to the National Sales Executives Association only 48% of sales people never follow up with a prospect. Yet, 80% of all sales are made on the fifth to twelfth contact with a prospect.

Here are the stats for sales people’s activity in follow up:

  • 48% of sales people never follow up
  • 25% of sales people make a second contact and stop
  • 12% of sales people only make three contacts and stop
  • 10% of sales people make more than three contacts

Now, check out the stats on closing deals:

  • 2% of sales are made on the first contact
  • 3% of sales are made on the second contact
  • 5% of sales are made on the third contact
  • 10% of sales are made on the fourth contact
  • 80% of sales are made on the fifth to twelfth contact

You can either look at that and think “why do I have to follow up so much” or look at it and see all the amazing opportunity because most sales people are lazy.

But, we get it…

Follow up is tough. It’s grueling work that can wear you down.  

So, we’re always looking for ways to shorten the follow up cycle and engage with a prospect sooner. That’s why we recently implemented a text message follow up for new prospects (like brand new) that has doubled our engagement results and conversions to a Discovery Call.

This is best used for a new lead or prospect within a day (hours if you are able) of them entering your pipeline.  

 

Here’s the script:

Hi [Prospect First Name],

Its [YOUR NAME] from [YOUR BUSINESS NAME].  You recently [action they took].

I wanted to see if/when we could set up a quick 5 min call to discuss [results they want]?

 

There are few reasons this works…

First, text follow up is best for those prospects who are familiar with you and your brand. The fact that a new prospect just took action on something (click an ad, complete a form, download a guide, etc) means that they are primed to solve a problem and know who you are.

Second, you identify yourself and your brand right out of the gate.

Third, you keep it short and sweet.

Finally, you add some value. The call to action of setting up a call to help them brings value to the relationship.

Implementing this text message into our first contact with a prospect helped us get them engaged in a conversation and moved them to a Discovery Call or quick qualifying call.

BONUS

If that single message doesn’t work you can follow up 2 days later with this…

 

Hey, just checking back in to see when we can chat.

 

That simple follow up helped us to move 4 prospects further down the sales pipeline in our first attempt at using it.

Feel free to personalize and adjust these texts to fit your business and your Ideal Client.  

If you want some help putting together a follow up system schedule a 60 min Discovery Call with us and we’ll breakdown your sales pipeline and get a solution in place.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ April 16, 2019 by Fitness Revolution 1 Comment ]

How To Overcome Sales Objections: “I need to check with…”

This is part 3 of our “How To Overcome Objections” blog series. You can see Part 1: Price Objections and Part 2: Think About It Objections by clicking the links.

One of the most difficult objections to overcome is the decision maker objection. Outside of being incredibly pushy or borderline arrogant trying to get someone to make a significant purchase without speaking with a spouse or significant other is difficult.

The best way to avoid this objection is to defuse it earlier in your sales process. During your Discovery Call with the prospect make sure that you let them know that you expect them to make a decision at the end of your Success Session.  

If you do that and still get the decision maker objection that shows up as “I need to talk it over with…”  you can use these start questions. Remember, these are questions to get the conversation started not pushy ways to get someone to buy.

That’s fair. What do you think they will need to know to support your decision?

This question allows you to answer any unknown questions the prospect has and is masking as someone else’s. It also helps you prepare them to persuade the other individual to support them.

If the decision was 100% up to you would you join today?

It’s always easier to put the pressure of telling you no on someone else. This question will help you determine if the prospect wants to join but really needs to talk it over with someone or if they are just afraid to tell you no.

Listen closely to the answer and any indication they are uncomfortable giving you an answer. If you sense that it is the prospect’s way of not having to upset you or tell you no remind them that it’s okay to come to that decision.

Have you mentioned to [person] that we were meeting today?

Most of the time if a person mentions that they are meeting with a personal trainer to another decision maker in their life they would discuss the possibility of signing up. So, if the answer is no you can ask why they didn’t mention it. If the answer is yes you ask if they talked about the criteria that would need to be met for them to sign up and where you missed the mark.

Do this in a very nurturing way to gain understanding. Avoid being confrontational.

What would make [person] say no?

You want to smoke out anything that would be a deal breaker for the prospect and the decision maker. Find out what these deal breakers are and prepare your prospect to overcome them or get around them in the discussion with the other decision maker.

How can I help you prepare to talk with them?

This is a great way to advocate for your prospect. Show them that you are there to help them get through this and make a great decision. Provide them information, talking points and assistance in any way possible.  

Get Your FREE Closing Scripts…

If you have trouble closing sales or need a powerful script to help you overcome objections download our free scripts and audio now.  

Surefire closing system - buying atmosphere

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ April 9, 2019 by Fitness Revolution 1 Comment ]

How To Overcome Sales Objections: “Let Me Think About It“

The response after our “How To Overcome Price Objections” blog posts was awesome! So, we knew you wanted more ideas and tips to overcome other sales objections.  

This post will cover the infamous “Let me think it over” or “Let me think about it” objection that you get in sales. We will follow this up next week with a final post to cover the final most common objection you’ll hear in sales (but you have to wait to see what it is).

Using the following questions and tips will help you understand if the prospect sitting in front of you really needs to think about joining your program or if they are politely telling you know with the objection. These questions aren’t meant to strong-arm someone into buying, but rather help you engage in a conversation to understand more about what would help them make a decision

Let’s start with these questions…

What’s Holding You Back?

This objection is a nicer way of saying “okay, what in the heck is it that you really need to think about”. If you have done a great job of discovering the challenges and problem the prospect is trying to solve then they should be ready to make a decision (even if that is to not join).

You want to spark up conversation and help the prospect process what it is that has them unsure. Often times they won’t really know so you have to lead them through the process.

Was there something I didn’t cover today?

This is a great way to find out if you missed a key piece of information or forgot to ask a critical question. Everyone has their own mental checklist of things that have to be addressed before buying, you may have missed your prospect’s.  

What else are you considering? Is there a bigger priority for you right now?

This will help you understand if they are shopping around and didn’t tell you. It also smokes out the importance of their fitness. You want to know how you are being assessed and need to know if they are looking at other options so you can address it with your differentiators.  

Again, these questions get the conversation started. You need to ask follow up questions based on the answers to overcome the objections.

What circumstances will have changed in [time]?

If you have someone saying they need to wait a few weeks or think about it for a few days it’s okay to politely ask what will have changed in that time frame. This is particularly great for prospects who want to wait weeks or months before starting.

This gives you the chance to allow them to see starting now is the best thing to do or at least get them thinking about what will or won’t be different in that timeframe.

How will you know this is the right program for you?

If they need to consider making a purchase there’s a chance they aren’t sure this is the right fit. Go ahead and directly ask them how they will know this is (or isn’t) the right program. The answers will tell you if you hit everything they needed to make that decision or if you missed something.

They may also talk themselves right into buying if you can walk them through it.

I understand. A few clients just like you were in a similar situation. They ultimately decided to join because…

This is a great chance to relate their current situation with a client success story. Most people feel alone in their decision making so showing them you understand, empathize and have worked with others like them allow them to feel more comfortable.

A lot of times when someone tells me they need to think it over what they really mean is “No thanks.” Is that what’s happening here?

This is a riskier move but very powerful. If you tend to have a lot of people ‘think it over’ and then not make a decision or ‘ghost’ you after they leave the Success Session you need to refine your sales process, but you can use the technique to uncover a hidden ‘no’.

Prospects are often afraid to tell you no because they don’t want to offend you. Giving them permission to say no with this question can get a decision made and allow you to understand how to help the prospect make the best decision.

Okay, that makes sense. Here’s what we should do next…”

You want to control the sales process and not leaving anything up to chance. However, there are some people who simply need to think over big purchases. In that case, show them you understand but also control the process by laying out next steps and getting a clear commitment that the individual will make a decision.

Get Your FREE Closing Scripts…

If you have trouble closing sales or need a powerful script to help you overcome objections download our free scripts and audio now.

Surefire closing system - buying atmosphere

For Business OwnersFor Fitness ProsStage 1Videos
[ March 28, 2019 by Fitness Revolution 0 Comments ]

Number One Skill To Sell More Personal Training

You can improve your personal training sales by honing in one simple skill that you are already doing every day.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ March 19, 2019 by Fitness Revolution 1 Comment ]

How To Overcome Price Objections

There’s nothing more frustrating than having a client throw up an objection that you weren’t expecting and can’t overcome it. Instead of convincing them and pushing them to make a decision take this approach.

ArticlesFor Business OwnersStage 1
[ February 5, 2019 by CJ Easter 1 Comment ]

5 Things To Do When Your Leads Aren’t Responding

Frustrated with leads ‘ghosting’ you? Here are 5 ways to ease your frustration.

For Business OwnersFor Fitness ProsStage 1Videos
[ January 31, 2019 by Fitness Revolution 1 Comment ]

3 Rules Successful Business Pros Live By

If you want to move up to the front of the pack and transform from a self employed fitness pro to a fitness business owner you need to follow these 3 rules.

For Business OwnersStage 1Stage 2Stage 3Stage 4Stage 5Videos
[ January 17, 2019 by Fitness Revolution 0 Comments ]

Why Your Fitness Business Is Stuck & What To Do About It

Many fitness business owners end up stuck. There’s a common cause of ‘getting stuck’ at all levels and a simple way to ‘get unstuck. I’ll explain in the video…

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ December 17, 2018 by Fitness Revolution 0 Comments ]

How To Increase Your Personal Training Revenue

You’ve got some big goals for your personal training business. Most of those goals are probably tied to increase your personal training revenue or profits.  

To increase your revenue you have to:

  • Increase the number of new customers
  • Increase the value of each sale
  • Increase the frequency of sales

Let’s take a look at 3 simple ways to increase your personal training revenue.

Raise Your Prices

When is the last time you raised your rates? I know, I know…it can a scary proposition to increase the cost of your services. The little voices in your head start telling you that you’ll lose clients or won’t be able to sell new clients because of your increased rates.

For most personal training businesses the opposite is true! It will be no more challenging to sell at your new rates than your previous rates. And, your current clients won’t all jump ship.

Look at increasing your current client’s rates by $5-20/mo. That small price increase won’t be enough to drive anyone away. For new clients you can increase your rates by $20-50/mo or 10-25% depending your comfort level.  

Invest In Your Marketing

There’s a good chance that you aren’t investing enough into your marketing. The best way for most personal training businesses to increase revenues is by creating more opportunities to sell their services. Those opportunities need to come in the form of new leads.  

Learn how to run Facebook ads, expand your social media marketing, increase your networking, start your email list, etc. If you don’t have the time to learn how to do it or don’t want to learn how to do it then outsource it.

Lead Engine Marketing is the lead gen secret weapon for many of our best coaching clients here at Fitness Revolution. For a small fee you can have someone set up your Facebook ads and send leads into your funnel so that you can focus on closing those leads.   

Offer High End Services

There’s a good chance 10% of your current clients would be willing to spend more money with you for high end services. Putting together a premium offer, with big margins, for your best customers can help you generate some revenue easily.

You could offer nutrition coaching/planning services, individualized training (such as a few 1-1 sessions month), all access passes to your workshops/challenge, or concierge level services. With the concierge level services you would partner with meal prep companies, massage therapists, chiros, etc to create a package for this individual at a premium.

Increase Your Wallet Share

This is a term that I recently heard and didn’t really get until I spent some time thinking about it. Your current clients, your entire market really, has a set amount of money they are going to spend each month. If you can provide valuable services or products to increase the share of that money then you’ll have no issue growing your business.

This is not about being greedy! These clients are going to spend the money either way. They would love to spend it with someone they already know, like and trust (THAT’S YOU!)

If you need a little help increasing your personal training revenues book a complimentary call with a member of the Fitness Revolution team to uncover hidden opportunities in your business.

Schedule Your Call Now

For Business OwnersFor Fitness ProsStage 1Stage 2Stage 3Videos
[ December 13, 2018 by Fitness Revolution 0 Comments ]

How To Grow Your Fitness Business

How do you consistently and constantly grow your fitness business? You develop skills that allow you to generate more revenue and create a following. 

Once you understand how to attract leads, convert those leads to clients and become a leader you will have the keys to success. Not only will you be able to control your growth but you can inspire others to help you accomplish your mission.

Looking for help to grow your fitness business?

Schedule Your Call Today

For Business OwnersFor Fitness ProsStage 1Videos
[ November 30, 2018 by Fitness Revolution 0 Comments ]

Dealing With Pricing Questions From Your Leads

What do you say when a lead calls in or emails in asking “What do you charge?” Your answer could be the difference in turning that lead into a client or scaring them away.  

There’s a very strategic and systematic way to approach pricing questions, especially when they come early in your relationship with a leads…like that first call! If you dodge the question you look shady.  If you try to pitch your services and justify your prices you could scare them away or confuse them.

Here’s what to do instead…

Want Help Increasing Your Sales & Income?

For Business OwnersFor Fitness ProsStage 1Videos
[ November 23, 2018 by Fitness Revolution 0 Comments ]

A Better Way To Sell Personal Training

Selling personal training doesn’t come naturally to most fitness pros. We got into this business because we love helping people, not because we love selling.  

There’s a better, easier way to sell (that doesn’t force you to be like every other salesperson), allows you to charge what you are worth and removes the need to pitch your services.

Want Help Increasing Your Sales & Income?

Improve Your Sales System Here

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ November 19, 2018 by Fitness Revolution 0 Comments ]

Personal Training Sales: 20 Questions To Qualify Prospects

Learning how to properly qualify a prospect in your personal training sales process is a skill that all fitness pros need to acquire. Avoiding the trap of qualifying off budget alone will help you convert more prospects into clients.   

Many prospects ask about price or what type of programs you offer because they don’t know where to start in their discovery process. You need to step up and take the lead in these conversations by redirecting the questions and focusing on their needs.

If you need a more indepth review of a process for qualifying prospects make sure to watch our How To Qualify Leads And Close More Sales For Your Fitness Business Video.

You don’t need to ask all 20 of the questions below when qualifying a prospect. Use this list as a guide to help you accomplish your end goal and booking a Success Session or consult.

20 PERSONAL TRAINING SALES QUALIFICATION QUESTIONS

  1. Why are you looking to join a training program now? What triggered your decision to join? What’s made this so urgent or important?
  2. What experiences, good and bad, have you had with other fitness programs? What do you want to be different this time?
  3. What results do you expect to see from the work we do in our programs?
  4. What are your personal goals?
  5. What’s your most important and urgent priority?
  6. What’s keeping you from overcoming or your challenges?
  7. What have you been doing to overcome this challenge?
  8. What have you done in the past that you would like to be doing today?
  9. What do you want to be the best at?
  10. What’s is the value of your health and fitness?
  11. Are your current efforts showing results?
  12. What do you struggle with most?
  13. How could you improve your relationship with health and fitness?
  14. How did you discover us? Have you taken the time to look at similar services?
  15. Who’s involved in making the decision?
  16. If you don’t join this program, how will you meet your goal? What will you do?
  17. How will you determine if we have been successful?
  18. If you don’t reach your goals, how will it affect your life?
  19. If we are able to help you reach your goals, how much is that worth to your quality of life?
  20. What makes you lose sleep at night? Or what do you need so you can sleep at night?

Need Help Growing Your Sales & Income?

Schedule a complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

Schedule Your Call Now

 

For Business OwnersFor Fitness ProsStage 1Videos
[ November 15, 2018 by Fitness Revolution 0 Comments ]

Personal Training Sales: Stop Discounting!

Everyone loves a deal, but there’s no reason you have to discount your personal training services! If you’re constantly getting asked to discount your prices in your personal training sales process then you need to make two changes right away.

The first is changing how you buy things and the second is in how you sell your programs. Learn how to make these changes so that you stop getting asked to discount (and stop allowing discounts).  

Want Help Increasing Your Sales & Income?

Schedule complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

For Business OwnersFor Fitness ProsStage 1Videos
[ November 8, 2018 by Fitness Revolution 0 Comments ]

Your Most Powerful Fitness Sales Tool

Most fitness business owners and fitness pros sell by pitching their services to prospective new clients. You lay out all the great features of your program and how you can help this client without ever finding out what they really need.

Instead of pitching try adding this new tool to your sales toolbox…

Want Help Increasing Your Sales & Income?

Schedule complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

For Business OwnersFor Fitness ProsStage 1Videos
[ November 1, 2018 by Fitness Revolution 0 Comments ]

The Most important Assessment For Fitness Pros To Use In Their Sales System

Assessments are a powerful tool for the fitness pro, especially when it comes to your sales systems. But, most fitness pros spend too much time on the assessments that matter to them and avoid the assessment that matters most to the prospect.

Learn how to complete an assessment that identifies your prospects top goals, challenges and gets them invested in making the change with you in today’s video.

Want Help Increasing Your Sales & Income?

Schedule complimentary 60-Minute Discovery Call with an expert on the Fitness Revolution Team to help you find a solution to your growth challenges. On this call, you’ll be able to uncover the obstacles holding you back from reaching your goals and put a plan in place to overcome them. It’s time to end the guesswork and frustration so that you finally create the income and business you want.

For Business OwnersStage 1Videos
[ October 18, 2018 by Fitness Revolution 0 Comments ]

How to Qualify Leads And Close More Sales For Your Fitness Business

Have you wasted an hour of your time with an unqualified lead that didn’t turn into a client leaving you both feeling frustrated?

Every fitness pro has done it, but a lot of those situations can be avoided when you learn how to qualify your leads. But, you can’t just qualify off price or their budget. You need to establish value and make it about the potential client, not your services.

Check out this quick video to get the framework for qualifying a lead and pre-selling your services!

Schedule Your Complimentary Discovery Call

Schedule Your Call Now

ArticlesFor Business OwnersStage 1
[ September 25, 2018 by Fitness Revolution 0 Comments ]

14 Questions To Help You Get More Personal Training Clients

The success of your marketing and ability to get more personal training clients for your business rely on your ability to create a message that resonates with your Ideal Client.   

One of the easiest ways to figure out what to say in your marketing and learn how you can help your Ideal Clients choose your business over the competition is to ask! But, many personal trainers simply assume they know what their clients want and end up missing the mark.

Interview 5-10 of your current clients with this 14 questions to get more personal training clients:

  1. What did you hire us for in the first place?
  2. Why did you choose us?
  3. What do we do for you that other businesses don’t?
  4. What do you feel ike is missing from the fitness industry as a whole?
  5. What could we do that would WOW you?
  6. What do you find yourself simply putting up with when it comes to the fitness industry?
  7. What would you do if you owned a business like mine?
  8. Where would you search for a service like mine?
  9. What would you search for?  What would you type into Google?
  10. How did you originally find out about us?
  11. What companies do you admire and refer to the most
  12. What’s the one thing that you love about what our company does?
  13. If you referred us to a friend, what would you say about us?
  14. What’s the biggest challenge you face with [result they want] right now?

The answers to these questions will turn into marketing gold for your business!

Need Some Help Getting More Clients?  

Get hundreds of resources, modules and a complete marketing curriculum inside of The Academy!   The Academy is the #1 resource for fitness business owners to discover the secrets to attracting more clients, increasing profits and creating systems to run their business.   

For Business OwnersStage 1Videos
[ September 20, 2018 by Fitness Revolution 0 Comments ]

Maximize Your Personal Training Sales Opportunities

Did you watch the Double Your Personal Training Sales video from last week?   If not, check it out here.

Here are two more tips to maximize your personal training sales opportunities…

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[ September 11, 2018 by Fitness Revolution 0 Comments ]

The Power of Curiosity For Fitness Business Growth

It all starts with the right question…

You likely started your business or entered into the fitness industry because you asked yourself a question about what you wanted to do, who you wanted to help or how you wanted to make a living.  

Your growth as a person and business owner start with questions about skills you need to develop, obstacles you will face and finding the path to success.

It’s simple…you don’t know what you don’t know.  

To find out you have to be willing to ask questions. Curiosity may have killed the cat, but it saves the entrepreneur!

Fear and insecurity hold back many fitness business owners from experiencing growth. The fear of asking for help or looking stupid. Questions don’t make you less of a business owner, they make you a successful business owner.  

Here are a few questions you need to be asking throughout your journey of fitness business growth:

  1. What should I not do at this stage to get to the next?
  2. What should I focus my energy on at this stage?
  3. What are the biggest risks for me?
  4. What does success look like and how will I recognize it?
  5. What did you do?  How did you do it?
  6. What might I be missing?
  7. Who do you know that I should know?
  8. How can I (insert your goal or obstacle)?
  9. Who can help me (insert goal or obstacle)?
  10. What are my blind spots?

These are just a start, but the more questions you ask the more knowledge you will acquire. That knowledge, when put into action will result in fitness business growth.

So, what questions do you have for us at Fitness Revolution?

Seeking Answers To Your Most Challenging Business Questions?  

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

privacy We value your privacy and would never spam you

 

ArticlesFor Business OwnersStage 1
[ August 21, 2018 by Fitness Revolution 0 Comments ]

The Most Important Number In Your Fitness Business

We’re at a place in history where data is incredibly important. It’s helping us make better decisions and, when used correctly, can make running your business a lot easier.  

As a fitness pro you’re likely tracking data on your programs success rates, weight lost, inches dropped, and strength gained. That’s how you progress a client in their training and help them reach their goals.

Business is no different. There are a few very important metrics to track in your business but there is one that stands out above the rest. In fact, instead of throwing a million numbers for you to compile on a spreadsheet we’re going to break this down into a really simple action plan.

Critical Metric: New Core Offer Clients

The #1 metric for nearly every fitness business owner and fitness pro who is trying to grow their business should be New Core Offer Clients. This is the driver for your growth and a number that you can actively chase each day and see progress towards your goal.

Your New Core Offer Clients, or for those not familiar with our terminology here at FR, new clients, will allow you to hit your Gross Revenue and total client goals when planned well.  The trouble with Gross Revenue being your target is that you don’t know that you’re going to get there until it’s too late to change anything. You review your Gross Revenue reports at most weekly, more likely monthly.

Gross Revenue is the equivalent of weight lost in a transformation. You don’t know what you lost (or earned) until you weigh in each day or week. Sure you can check progress, but that doesn’t help you reach your goals. Tracking your macros, calories or food intake is the equivalent of using New Core Offer Clients as your metric goal. You know that if you hit your numbers for macros daily that you should hit your weight loss goal.

How To Set Your Goal

Gross Revenue is important, and we certainly want to drive new sales and total sales up as we grow a business. So, to set your New Core Offer goal for your fitness business you’ll need to factor in the number of clients you expect to lose and the average monthly value of a new client.  

Let’s say your goal is to add $1,000 of Gross Revenue per month to your fitness business over the next quarter. If you expect to lose 3 clients a month and the average monthly value of a client is $300 you need to get 7 New Core Offer Clients each month.

Here’s how the math works:

  • 3 Lost Clients x $300 = $900 Lost
  • 7 New Clients x $300 = $2,100 gained
  • $2,100 – $900 = $1,200 gained

At the end of the quarter, if you hit your goals, you should be up $3,600/mo in Gross Revenue.  

Relentless Focus

There are other metrics you should be tracking in your business and monitoring as the business owner, but relentless focus both by you and your team on the MOST IMPORTANT metric is required for growth.

Your daily actions and your attention should be aimed at ensuring you hit your goal for that metric each and every month.

If you’ve struggled a bit to hit your growth goals in the past do yourself a favor and post a big print out of your goals in your office or in the gym where you can see it every day and do something to drive that number up.  

The Best Don’t Do It Alone…

And Neither Should You!

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

privacy We value your privacy and would never spam you

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[ August 14, 2018 by Fitness Revolution 0 Comments ]

Things You Should Know About Taking Your Fitness Business Online

Training people from the comfort of your own home, not dealing with client sessions or having to work around your client’s schedules. It all sounds amazing, but is it really all it’s cracked up to be?

Running an online fitness business seems incredibly appealing, especially if you’ve endured the long days, split shifts and headaches of having to run your in person fitness business.  

Let’s take a look at what you need to know about running an online fitness business if you want to be successful.

Start Small

The first mistake many fitness pros make is trying to tackle the entire world with their online fitness business. You start running FB ads, posting IG selfies and start blogging relentlessly.

Instead of trying to have your online fitness business bring in all of your income think of it as your side hustle or complement to your in person training business. Not doing training in person yet? Then you probably want to consider if you should be training people online at all.  

I’m a big believer that you need some in person experience to be able to train people online. Can it be done without that experience? Sure, but it’s going to be a tougher road and you’ll likely need to have another source of income for a while.

In fact, one of my mentees started out this way. He was working for the city while training himself for a fitness competition. As he made progress and shared his journey he also interned with me at my studio and was training clients on the side. From there he picked up some online clients and gradually worked with them in his very limited spare time.  

He’s running a six figure online business now and a studio. But, I think he’s the exception not the rule.  

Instead of trying to make your millions and live on the beach through your online fitness business let’s set a goal of adding a $1,000/mo in extra revenue to your business through online training and get your systems in order.  

Market Local, Serve Online

The easiest clients to get for your online fitness business are going to be previous clients you’ve worked with that moved away or couldn’t afford your in person services. The next easiest will be friends and family that are willing to give you the opportunity to train them online.  From there I would still focus on capturing a lot of my local market before taking my online fitness business to the world via FB ads or other marketing channels.

Once you’ve worked with several clients and got testimonials you will have the marketing resources and pressure tested systems to market to a bigger audience.  

As you are working with these local clients, previous clients who’ve moved or friends/family you will want to start building your marketing resources such as social media following, email list and any content platforms you use such as blogs, YouTube, etc.

The Delivery Is Different, Principles Are The Same

Don’t treat your online fitness business differently than a brick and mortar or in person fitness business. All  the principles stay the same and your journey will be very similar.

Most fitness pros jump into online training without thinking through their Core Offer, Local Market Positioning or pricing structure. It is as if you think because its an online business you can just kinda figure it out as you go.  

That’s a recipe for disaster.

Instead, determine how you will deliver your services, what systems you’ll need to do it and what you are going to charge. You’ll also need a clear marketing plan for attracting new clients. As you are doing this think about how you will be able to grow this business, take on more clients and earn what you want without it driving you crazy.

You will still have a culture in your online fitness business, need systems, have to learn how to lead, manage and delegate. Online doesn’t mean easier.  

Don’t Take The Personal out of Personal Trainer

Online training still requires a personal touch and interactive component to it. Don’t try to automate everything from your marketing to sales process and delivery of your programs.  

Create your Core Offer so that you have personal interaction with your clients, check ins and ways to develop relationships with them to increase client lifespan and client lifetime value. If you want to be completely hands off or rely on automated delivery of workouts combined with a FB group to run your online fitness business you’re in for a long, tough road ahead.

Here’s an example of how I would set this up:

Core Offer – 1-1 Online Personal Training

  • Intro Success Session and Evaluation 60 minutes via Zoom
  • Monthly Program Design, included weekly updates as needed based on progress
  • Weekly Check Ins via Email
  • Monthly 15 minute 1-1 Coaching Session via Zoom
  • Weekly Nutrition Adjustments as needed via check in
  • Unlimited email access
  • Price $199/mo

From there I would also offer a premium service that doubled or tripled in price for a set number of exclusive clients, say 10 max, which included weekly Zoom Coaching Sessions and unlimited text, phone access to me.   

*Note: Zoom is a video conferencing platform.

This could also be blended in with in person training once or twice a month as needed for clients if you are running a hybrid model.

Marketing Your Online Fitness Business

The wheels usually fall off here…

You start your online fitness business and think “if I start it they will sign up”. Then crickets. No one buys your program. You follow the digital marketing advice from the pros but its not working for you.

Now what?

Here’s what I would to do launch my program:

  • Create a compelling Front End Offer such as a 21 day Rapid Fat Loss Program that leads to my long term program to get some traction
  • Reach out to 5 people in my network, including previous clients to start a beta program or invite them to test drive my FEO for the online program daily
  • Post content to Instagram and Facebook daily including posts and stories
  • Start a blog and update it with content once per week
  • Build an email list and add 10 people per week to the email list through various methods including online marketing such as FB ads, network connections, strategic relationships and my website traffic
  • Email that list 3x per week with valuable content and offers
  • Ask for referrals from my current clients, family and friends.  Let’s say 3 asks per day

As my continued marketing plan, once I got some traction I would do the following…

Daily:

  • 1 Instagram post
  • 5-10 stories on Instagram
  • 1 FB post
  • 3 network conversations
  • Follow up with leads and prospects
  • 1 Referral Ask

Weekly

  • Add 5 people to my network
  • Send 3 emails to email list (MWF)
  • Add 10 people minimum to email list
  • Write 1 new blog post and publish
  • Publish 1 new YouTube video
  • Check FB ad statistics/metrics and optimize
  • Connect with 3 online or local business strategic partner prospects

Monthly

  • Collect and share 1 new client testimonial
  • Promote FEO to my email list

This plan would include running targeted FB ads using a small budget to test my offers and then ramping up as I began to get a feel for my return on investment. I would outsource the FB ads to someone like Lead Engine Marketing and focus my efforts on following up with leads they got me.

Can You Be Successful With An Online Fitness Business?

Absolutely, but its not going to be an overnight success story and you aren’t going to be working 4 hours a week if you want to make any money or have any sort of meaningful impact on your clients. There’s work involved, it takes time and you have to follow basic business principles.

Commit to putting in the work, developing new skills and providing an incredible service and you’ll have success.

Want to see if we can help you start your online fitness business or take it to the next level?

Take 60 minutes to talk with a member of the Fitness Revolution team to dig in to your business and help you discover the path you need to take to reach your biggest goals. The call is completely FREE! If you think working with us at the end of the call can help you reach your goals we’ll discuss what may be the best fit for you.

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[ July 31, 2018 by Fitness Revolution 0 Comments ]

Mastering Your Personal Training Client Conversion Strategy

One complaint many personal trainers looking to get more clients have is about the quality of their leads. They are either ‘tire kickers’ or they have a million excuses to not show up.

What if the problem wasn’t with the leads?

There’s a simple solution to converting more leads into prospects and it lies in your sales pipeline. A clear follow up process with defined stages and actions will empower you to take control of the conversion process and stop relying on your leads to figure out if you are a good fit for them.

Let’s face it, if your potential new clients could make great decisions about their fitness and nutrition on their own they wouldn’t need you! They are self conscious, a little intimidated and probably have some negative head trash surrounding their ability to actually accomplish results. One of the easiest ways to overcome all that is to manage your sales pipeline and be relentless with your follow up.

And I know, I know, you’re probably thinking that you only want highly qualified leads and the people that really want to make changes in your business.

But, if all you take is the easy ones then you’re going to have a hard time growing your business. The really successful businesses are able to use their marketing and sales skills to convert more of the leads that aren’t quite ready to jump on right away or that need a little help seeing how impactful your services can be.

Imagine if you increase your conversion rate from lead to client by a measly 10%. If you get 20 leads a month that would result in 2 EXTRA new clients. At a couple hundred bucks a month that would have a huge impact on your top line by the end of the year.

The steps to get at least 10% more from your leads are easy:

  1. Create your pipeline
  2. Manage that pipeline
  3. Follow the process all the time, every time

That’s it!  3 simple steps to more leads.

Here’s what your pipeline should look like:

Leads include anyone that you have information for including name, email and phone number but may not be ready to inquire about your programs or start an FEO at this time. They will require some nurturing.

Prospects are those leads who have indicated they are ready to take the next step through an application for FEO, inquiry form on your site or calling in to ask about your programs.

The 1st Commitment stage is where you qualify your prospects via a discovery call and then schedule them for a Success Session to place them in the correct program.

The Front End Offer stage will indicate a client who is in your entry level program or test drive program such as a trial, challenge or jump start. These clients require follow up to convert to your Core Offer.

The Core Offer stage indicates someone who has joined your regular training services, the Core Offer, in your business. These clients need to be onboarded and followed up with to ensure they stay and refer.

Each of these stages have key actions steps to move on to the next level or disqualify themselves. There is also a timeline for each stage so that you aren’t disqualifying too quickly or leaving an opportunity in a stage too long.

Here’s what that looks like:

Putting your pipeline together, complete with clear follow up steps that include phone, email and text to convert a lead to prospect, prospect to 1st commitment, and 1st commitment to FEO or CO will enhance your current marketing.

Could Your Sales & Marketing Use A Boost?

It’s always helpful to get a second pair of eyes on your sales and marketing processes.  There’s a good chance that you’re leaving money on the table with your current plan and our team here at FR is ready to help you uncover that hidden opportunity in your business.

Schedule a free Discovery Call with a member of our team to learn how we can help you get more from your business.

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[ July 24, 2018 by Fitness Revolution 0 Comments ]

16 Reasons Your Personal Training Business Fails

Every day we meet a new fitness pro who is struggling to get their fitness business to the next level. They are frustrated with their growth, stressed out by their business, and confused about what to do next.

Time’s running out to find a solution for many fitness pros. And when that time does run out we see a lot of great fitness pros leave the industry or never reach the number of people they should because of these struggles.

Here are the not so sweet 16 reasons your personal training business fails…

You Never Learn To Sell

This is one of the first skills you need to develop as a good trainer. Being good at what you do isn’t good enough and simply offering training services doesn’t mean the clients will come. You need to learn how to get people to pay you, and pay you what you are worth, for your professional services.

Listening To The Wrong People

The wrong mentor, coach or advice giver can do some serious damage to a business. They may send you off with a bad strategy or worse give you advice that puts your entire business at risk. You need to pick your mentors and coaches wisely.

Failure To Track Performance

What gets measured gets managed. Failing to measure the performance of your marketing, financials and other business basics will leave you guessing when it comes time to make decisions. You don’t have the time to guess, business is hard enough without making uneducated decisions.  

Not Developing New Skills

When you started training you didn’t know nearly as much as you do now. You developed new skills and methods for delivering results and creating change in your clients. The same focus on personal and professional development needs to occur for your business.

No Cash Flow
The ability to invest in your marketing, your team and your business can accelerate your growth.  But, you’d be surprised how many businesses doing $200,000/year or more in gross revenue don’t have a dime to invest. Store up some cash so that you have a cushion to invest in your business when it’s time. You won’t miss that new piece of equipment as much as you’ll miss not being able to bring in new clients or hire that new trainer.

You Don’t Learn To Manage Your Time

Building a great business is nearly impossible on your own. Eventually, you’ll need to hire and delegate so that you can free up some of your time. But, before you do that it’s critical to learn to manage your own time and priorities.  

Misinterpretation of Systems

Systems don’t mean a checklist and they don’t mean automation. Too many fitness pros try to automate a process or system that should be run by a person because you know, we’re in a personal service industry. Systems should empower the people running them and when appropriate you can automate things to make it easier on the person running it. Examples would be putting clients on autopay for their memberships so a person doesn’t have to track and bill them for sessions.  

You Are Disorganized

As an entrepreneur, you’ve survived in a world of chaos. Doing every job, knowing where everything is and exactly how it should be done. That will be your achilles heel when it comes to building a team and being efficient with your time. You need to have your systems, processes, and business organized to allow others to flourish. Don’t expect them to be able to ‘just figure it out’.

You Hire The Wrong People

Slow to hire, quick to fire. That’s the rule when it comes to building your team. Now that doesn’t mean you should let someone go at the first mistake because often time that’s on you. It does mean that you need a great hiring process, clear expectations for each team member and a process to ensure they are trained to do their job well. Do everything you can to hire, train and retain the right people.

Burnout Blows Up A Business

You only have so much gas in your tank. Burning the candle at both ends, running around with your hair on fire trying to grow your business can’t last forever. Even if you outlast this, most your performance won’t be what it could. Learn to say no to opportunities that aren’t directly tied to your current goals and delegate tasks that you should no longer be doing. Oh, and take some time to recharge. Even if that’s just an afternoon on Sundays.

Bad Partnerships

Partnerships can be great or they kill a business. Most fitness pros bring on a partner for the wrong reasons. Before you take on a business partner get clear in what they will bring, get everything in writing and know exactly what the expectations are from both parties.

Putting The Brakes On Marketing

This industry is too competitive to stop marketing. Many fitness pros get ‘too busy’ to keep up their marketing. Eventually, their funnel of new leads dries up and revenue starts to drop. But, you can’t just turn your marketing back on and hope for immediate results. It can take weeks, even months, for marketing to turn into revenue. Don’t take your foot off the gas….EVER!

Refuse To Let Go

As you grow into a business owner with a team your roles shifts from ‘do-er’ to leader. If you refuse to let go of the technical work in your business, including some of the training. NOT ALL, if that’s what you love to do, but at least some of the training needs to be delegated. Your job now is to get results through other people, which requires a majority of your time is spent leading them.

Growing Too Fast

Have you ever had a client who wanted to progress on an exercise too early? They usually end up hurt and then set back with their progress. The same goes for a business owner who tries to open up another location too soon, doesn’t master the fundamentals at each stage of their business or tries to be an absentee owner too quickly. You have to earn the right to grow as a business owner and that requires putting in the work.

Your Ego Gets In The Way

After you’ve seen some success its easy to drink a little too much of your own Kool-Aid. If you think you’ve got all the answers and that you ‘know better’ things are eventually going to catch up with you. You’ll avoid addressing pressing issues or being real about the issues in your business. You need to be in a constant state of learning and growth.   

Business Doesn’t Evolve

The market is constantly shifting and changing if you don’t adapt your business will suffer. Doing things one way because that’s how you’ve always done them is a surefire way to eventually go out of business. Many giants have fallen, such as Blockbuster, because they refused to adapt. Your small business is even more sensitive to market shifts.  

BONUS: You Don’t Get The Support You Need Fast Enough

Every single successful business owner and entrepreneur finds mentors and coaches to help the learn and grow. You should look at this as an investment in your future and your success, it’s not an expense. In fact, you can’t afford to not find a mentor or coach. If you want to learn how FR can help you and see if we are a good fit, schedule a Complimentary Discovery Call with a member of our team. We’ll figure out if any of these 16 things are occuring in your business and help you address them quickly.

Schedule Your Discovery Call

 

 

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[ July 17, 2018 by Fitness Revolution 0 Comments ]

How to Grow Your Personal Training Business

If we’re having a conversation exactly one year from today, and you had to look back over the past 12 months, what would have needed to happen over that period of time for you to be happy with the growth in your personal training business?

Take a minute and really think about your answer…

It’s easy to think about where you need to be in order for you to be happy with your success, but the challenge comes in figuring out the plan to get there. And more importantly having the accountability to execute that plan!

There are 3 elements of success in a personal training business. This is the trifecta for growth in your business and accomplishing big things in your business.

3 Elements of Success For A Personal Training Business

From our experience working with hundreds of personal training business and fitness business owners these three elements will put you on the fast track to success:

  1. Live Events
  2. Support from a peer group
  3. Support from a coach

Live Events

One of the most powerful experiences you can have is attending a well run summit, conference or workshop.  

“Stepping away to work on developing your business in a live, hands on environment will create breakthrough moments for you.”

The first step in learning how to be successful and what it takes to grow your personal training business is putting yourself in a growth environment where you can learn from experts. Live events not only give you the chance to learn new strategies but you also get to see what’s possible by surrounding yourself with other like minded business owners.

Our most successful coaching clients attend two events per year.  The first is a Live Coaching Meeting designed to help the accelerate their business growth and the other is the Elite Fitness & Performance Summit.   

Momentum grows when you attend live events and the relationships that are developed help develop a strong, supportive community for you.  

Support From A Peer Group

You’re not in this alone!  There are other personal training business and fitness business owners out there who are dealing with the same challenges as you.  The trick is finding them and leveraging them to help you grow as a business owner.

You share common issues, challenges and opportunities. A strong peer network is a critical element to your success. Engaging with them will make life much easier for you.

“FR has streamlined our growth and allowed us to be a business with measurable goals and a direction that is leading somewhere we can see.” 

-Trevor Warnke, Athletic Revolution Mundelein

Your network will give you the power to “see what’s coming next”, essentially to predict the obstacles you’ll be facing before you get there. The experiences of the other business owners can be a valuable asset if you engage.  

WARNING: Make sure you find the right peer group. Not all are created equal!

The combined experience and knowledge of your peers and the lessons you can learn from them for bigger, faster growth for everyone. Always try to ‘level up’ with your peer groups and in your network. Aspire to connect and share ideas with those who are more successful than you or are where you want to be.  

Support From A Coach

You’ve probably experienced some level of chaos in your business. You’re on the verge of being burnt out, feeling as if you can’t add one more thing to your plate. Finding time to spend with your family or friends seems impossible and you may feel like you’ve hit a ceiling in your business.

You’re in a never-ending cycle of going to work each day but have lost sense of your true purpose.

 

You know there are solutions to your problems and answers to your questions. You tell yourself “it doesn’t have to be like this!” but struggle to create the solutions on your own.

That’s the beauty of a business coach for your personal training business. They provide an extra set of eyes that can give you a fresh look at your challenges and help you see the opportunity in your business.   

A great coach will help you do the following 3 things, in this order…

Step 1: Get Control

The first thing any great personal training business coach will do is assess your business and help you prioritize the actions that will produce the best results. You need to get control of the chaos and start freeing up some of your time and energy so that you can focus.

There’s a good chance your coach will be be very ‘hands on’ during this portion of your time together. You’re going to need a clear plan of action and accountability to get the job done. Your coach should work with you to ensure you’ve got healthy cash flow, your marketing is improving and there are no critical warning signs in your business.

Step 2: Build the Machine

Now that you’ve freed up energy to focus on your long-term vision for the business, it’s time to start building the machine. You’re beginning to sense momentum in your business.  Marketing efforts are more productive, your revenue is growing and there are far less fires and emergencies that arise in your day-to-day.

Your coach shouldn’t let you relax too much at this point. The real work is just getting started!  Don’t confuse the reduced chaos with success, now you have to implement the systems and structure within your business that allow it run like a well oiled machine.

This is where your coach should make systemization simple. Your systems will empower the people in your business to do great work and you’ll start to feel a sense of accomplishment each day.  

A coach will help you spend more of your time on the things you love doing and it’s paying off for you!

“I felt I was in the same spot I was when I opened the business four years prior. I was busy. I was doing alright financially. But I could not envision what the future of my business was going to be like. I was worried that I was just going to continue to be a trainer with a studio to train clients rather than a trainer with a business.

FR helps me evaluate the state of my business—performance numbers I should be looking at, who is my ideal client, who I should be marketing to, and what systems if any did I have in place. And then they helped me establish a vision for the future of my business.”

-Rich Ruffing, Accelerated Fitness  

Step 3: Run an Aligned Business

Your relationship with a coach should be transformative, but it can take time. At this point it’s time to make the leap from fitness pro and grow into an entrepreneur and leader for your team.

Because of the plan you and your coach have implemented your business is working as a cohesive unit, with clear purpose and direction. Your vision is defined and goals are clear.

You should sense incredible momentum and have the ability to evaluate more opportunities instead of dealing with constant problems. Most importantly, you’ll see issues early and be prepared to address them quickly.

This isn’t the end for you though…it’s simply the beginning! It’s the beginning for your newly aligned business and the opportunity for you to grow as a leader. To keep the momentum going you’ll use the system your coach has taught you (they do have a system right?) in your business consistently. Now your focus is maintaining alignment and making faster progress towards your vision.

Now no level of growth seems out of reach!

Your 12-Month Roadmap

We started this blog post with a simple question…

If we’re having a conversation exactly one year from today, and you had to look back over the past 12 months, what would have needed to happen over that period of time for you to be happy with the growth in your personal training business?

There’s a good chance that you can clearly see what you want your business to look like and what you want it to do for you. The challenge always comes in creating (and sticking to) the plan to reach those goals.  

You don’t have to do it alone!  Fill out the form below and schedule your complimentary Discovery Call to find out if we can help you build that plan and get it implemented quickly.

FREE 60-minute Coaching Call Application

  • This field is for validation purposes and should be left unchanged.

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[ May 24, 2018 by Fitness Revolution 0 Comments ]

6 Keys To Becoming A High Performing Fitness Business Owner

Wanna chase that “Lifestyle Business Owner” dream?

This probably isn’t the place for you. All the hype and BS surrounding the gurus telling you about being able to become a 7-figure online trainer or work just a few hours a week while building an empire is holding you, and the rest of this industry back.

That message is the equivalent of a trainer telling a client they can get cover model ready in 2 short weeks by simply taking their supplements and following their proprietary workout routine. It ain’t gonna happen…

Now that we’ve got that stuff out of the way we can get to the good stuff. What does it really take to run a highly successful fitness business? Online, studio, bootcamp or even a great business as an independent trainer.

A successful fitness business is built off the work of a High Performing Fitness Business Owner. Without a leader ready to tackle the toughest challenges and take risks, the business stands no chance at reaching its full potential. You must transform from fitness professional to fitness business professional to achieve your biggest goals.

Seek The Truth

High Performers want to know the truth. And sometimes the truth hurts. Surrounding yourself with ‘yes people’ and only wanting your decisions to be confirmed is a dangerous game to play as a business owner.

Your mission is simple…

Always look to be challenged and uncover the truth about your decisions and your thought process. High Performers don’t always make the right decisions and the outcomes of the best decisions don’t always work out in their favor. Mistakes are made, but the High Performer learns from those mistakes.

Bet On Yourself

High Performers are willing to bet on themselves. They will invest in their marketing, in their personal development and in their growth as a business owner. The best investment you can make with time or money is on yourself.

You’ll see business owners who continue to struggle constantly make excuses for why they can’t afford to market or hire a coach to help them grow their business. It’s not that they can’t afford it, but that they don’t value the investment.

If you knew that you could invest $1,000 today, but it would turn into $2,000 in 3 months you’d make that happen, right? That’s what marketing and coaching, when done right, can do for you and your business.

Kind, Not Nice

High Performers deliver kindness.

You may be thinking “WTF does that mean?” It’s pretty simple. Kindness is delivering information to someone with the intent to help them grow. You deliver kindness because you care about the individual. Being nice is telling the person what they want to hear or omitting information that may upset them.

As a High Performer you’ll need to learn how to communicate with your team, and even clients, kindly. There are going to be times that you have to be critical of someone’s performance or actions to help them grow as a member of your team. You can’t be afraid of conflict and avoid delivering this message if you want to be a High Performer.

Create Space

You can’t be busy and be a High Performer. Busy is what the average business owner calls themselves. Productive is how you describe a High Performer.

To be productive and think strategically about the growth and development of your business you need to create space. Space to think, to ponder, to ideate, to grow.

You’ll be tempted to put out every fire, tackle busy work, and seem busy to avoid having to spend time with your thoughts. In a world that moves incredibly fast it can be a real challenge to slow down and think.

This isn’t wasted time! Your best ideas and strategies will often come after an hour or two of sitting and thinking about your business without distractions.

A High Performing Network

There isn’t a single High Performer that I am aware of who has accomplished their success alone. High Performers understand the power of surrounding themselves with people who make them better and lift them up.

The saying that you are the average of the 5 people you spend the most time with is proven true over and over again. In fact, many of the times that I’ve felt stuck in business or my own personal development have been because I either outgrew my current network or wasn’t surrounding myself with the right people.

Finding a group of peers that you can connect with, lean on for help in challenging times and that help you grow as an individual and business owner will accelerate your progress. There’s nothing more powerful than being around the right group of people.

Seize Opportunities

High Performers tend to identify opportunities and take action on them quickly. Not every opportunity is worth moving on, so you’ll have to learn to make good decisions. Often times the decision to act means evaluating risk and learning how to manage that risk as you continue to move on the opportunity.

One of your biggest opportunities as a Fitness Business Owner is being apart of the Elite Fitness & Performance Summit. This is the #1 event for Fitness Business Pros in 2018.

Will you seize it?

This is your opportunity to learn from top experts in the industry, discover strategies that will transform your business and connect with a network of High Performers.

Reserve your spot today…

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[ May 17, 2018 by Fitness Revolution 0 Comments ]

Effective Personal Training Sales Strategies

Most fitness pros hate selling. You probably assume people should want to pay you for training because you’re great at what you do and deliver results. Unfortunately that’s usually not enough to get them to commit to investing in your services.

Here are 3 personal training sales strategies to help you grow your business…

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[ May 8, 2018 by Fitness Revolution 0 Comments ]

10 Reasons Fitness Pros Should Attend Live Events

It’s easier than ever to access information from experts all over the world. Blogs, podcasts, YouTube and social media make everyone and everything accessible. Which makes you think long and hard about attending a live event, conference or summit.

When attending a live event you have to fork out travel expenses, hotel, food, time away from the business and time away from family. There’s no question it is an investment. The determining factor is the return on that investment.

After running a 3+ hour workshop for sports performance and youth fitness business owners at last weeks IYCA Summit I did a little reflecting on the benefits of getting to these live events for a business owner. Here are my top 10 reasons you MUST get to live events if you want to succeed.

10 Reasons You MUST Attend Live Events

  1. It gives you the chance to connect, in person, with other people who are going through the same challenges and facing the same difficult situations as you.
  2. You have the opportunity to feel connected to a community bigger than yourself that can motivate you and inspire you take bigger, bolder actions to grow your business.
  3. There is no better learning environment than live, in-person learning from experts all over the world. You’ll naturally absorb more information at a conference or summit than you will online.
  4. You get the chance to escape the day to day rigors of running your business to focus on growing your business. The space this creates will allow for faster and bigger growth. Learning online in between sessions and then jumping right back into your routine kills some of that creativity and momentum.
  5. The content and knowledge being shared at live events is cutting edge and innovative. Much of what you see online is created after this information has been shared to audiences all over the country.
  6. You get the chance to connect with the experts and ask them questions. Emailing back and forth or connecting on social media is great, but being able to look a presenter in the eye, shake their hand and have a fluid conversation can’t be beat.
  7. Just ONE idea from a live event can dramatically impact your business. You don’t need to absorb everything from the event, you only need ONE big idea that will transform your business.
  8. You get to cut loose and have some fun! You work incredibly hard to grow and run your business. Attending these events allows you to kick back with other like minded individuals and have a little fun. You’ll go back rested and recharged.
  9. Your commitment to your craft and personal development can be used to position you as an expert. Showing your clients and target market that you are growing as a fitness and business pro helps you stand out among the trainer who’s biggest concern is running the rack for bicep curls on a Saturday.
  10. You’ll open your mind to new possibilities. It’s easy to get stuck in your own little world, running your business and gridding away. Stepping away for a few days allows you to see what’s possible in terms of growth in your business and for yourself. Your mindset will shift and growth becomes easier because you are able to think bigger.

If you aren’t willing to invest in yourself how can you expect your clients to invest in themselves with you?

The Elite Fitness & Performance Summit 2018 is the #1 event for Fitness Business Pros! If you want to level up as a business owner and grow your business then this is a MUST attend event. Save $100 on your registration and get $1,036 in bonuses by registering today.

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[ April 17, 2018 by Fitness Revolution 0 Comments ]

How To Sell Long Term Memberships To Your Personal Training Clients

The Key To Selling Long Term Memberships For Personal Trainers

Is it getting tougher to sell long term memberships to your personal training or group training clients?

Maybe, there is definitely a trend in the market to move towards less commitment and more flexibility. You can’t ignore that. However, you also can’t ditch long term membership plans all together because selling them is a bit more challenging.

I still think there is a need, and people are willing to commit, to a service over extended periods of time.

Your Membership Options

A big mistake that I see fitness business owners and personal trainers making with their long term agreements is offering too many options. This only confuses the potential new client and makes their decision more difficult. Creating that friction results in fewer sales, which can be perceived as prospects not wanting longer term commitments.

To keep things simple create JUST TWO membership length options. A month-to-month option with a 30 day cancellation and a 12 month or longer membership option with an automatic renewal.

You can then prescribe the set number of days that is best for that individual client to achieve their results in the appropriate period of time. You can offer them 1, 2, 3, or even 5 day per memberships.

Allowing flexibility to adjust the number of days as needed will make people more comfortable with committing long term and keep your clients around longer.

Why not 3, 6, and 12 months?

Well, from my experience you sell a majority of the 3 and 12 month memberships when offering 3 or more term lengths. There is very little upside to a 3 month over a month-to-month commitment for your business, at least financially. So, make it as easy as possible to do business with you and keep it simple.

Pricing Your Programs

Here’s the second big mistake that personal trainers make when building their membership or pricing options. You discount your long term memberships, essentially accepting to get paid less for the program that you feel is best for that client.

Is there a better way?

Of course! It’s a simple mindset shift on your part as a business owner. When setting your prices you will price your longest term membership at the rate you want to make for delivering your services. Then you charge a premium for anything shorter. This premium can be anywhere from 5-20% depending on how you want to position the programs.

To the customer this will be perceived as a discount, but you are protecting yourself from discounting your services and falling below your profit goals. That’s a win-win!

Prescription Vs. Price Sheet

Finally, if you want to sell more long term memberships you need to prescribe the right program for the client. Avoid using a price sheet or showing your client all the offerings you have and prices during the close.

You don’t go to a doctor and ask to see a list of all the prescriptions that may cure your illness or make you feel better. They write it out, you get it filled…end of story. Every so often you may ask for another medication because the one prescribed is too expensive or doesn’t agree with you. In that case your doc will prescribe another medication or generic form to meet your needs.

The same is true with closing a personal training sale:

  1. Prescribe the best program for that person
  2. Let them object or accept
  3. Handle objections if needed
  4. Deliver the results

If you feel that a 12 month, 3 day per week program is the right fit for a prospect and let them that is what you are prescribing to help them reach and sustain their goals you have now shame in presenting that offer to them.

Any objections that come up can be easily addressed with a different offer such as month to month, 2 days per week or some other alternative.

The alternative route of handing over a price sheet and saying “which program do you think you want to do” takes you out of the driver’s seat. Your prospects are seeking your expert recommendation not someone to provide them a smorgasbord of options that make no sense to them.

Upgrading Memberships

One final tip for you…

Signing a client to a month-to-month doesn’t mean a life sentence of higher monthly payments for them. Get a system in place that cues you or your team to upgrade a client who has had a great experience and got good results after 2-3 months to a 12 month membership.

Not only will it save them money each month but you have extended out the lifetime value of that client for your business.

If you need to get away from financial reasons, it also means you get to work with this client longer to ensure they stay on track and turn it into sustainable results.

Long Term Memberships Are Still The Way To Go!

It may require a bit more sales skill and finesse on your part to sell long term memberships to your clients, but it is well worth the trouble. Not only will it provide more security and stability in your business but it reduces the stress you have as a business owner.

I can’t imagine having to worry about losing a large majority of my clients month after month.

Oh, and one final tip! Either of these memberships options I’ve suggested set you up to establish a foundation of autopay or EFT revenue for your business. You’ll save time chasing down payments and have a good sense of the revenue to expect month after month in your business.

This confidence in your revenue, without having to re-sell or sell new clients, allows you to make better decisions for your business. Not to mention, if you can build up your autopay revenue to cover your expenses, the reduced stress you’ll have as a business owner.

Get The Top Sales Course For Fitness Pros

If you want a system that allows you to easily sell long term memberships for your fitness business then look no further than the FR Sales Process course. Inside you’ll discover a simple sales system that ANYONE can use to grow their business.

For Business OwnersStage 1Videos
[ April 12, 2018 by Fitness Revolution 0 Comments ]

How To Increase Lifetime Value of Your Personal Training Clients

Every personal training business leaves hundred, if not thousands, of dollars on the table each month.

New sales aren’t the only way to increase revenue, increasing the lifetime value of your personal training clients can have a dramatic impact on your business.

Join The EFPS 2018 Waitlist Now

For Fitness ProsStage 1Videos
[ April 5, 2018 by Fitness Revolution 0 Comments ]

Retention Strategies For Personal Trainers

Trying to fill a bucket with a bunch of holes in it can be incredibly frustrating. But, that’s what many personal trainers do in their business. Retention for personal trainers is critical, especially if you want rapid growth.

Keeping clients around not only allows you to make a bigger change in their fitness and health, but it provides stability and security in your business. Every new client you bring in adds money to your bottom line, unless that client is simply replacing a lost client.

Here are a few strategies to improve retention for personal trainers….

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[ March 6, 2018 by Fitness Revolution 1 Comment ]

The Fitness Pro’s Guide For Business Success

How To Overcome The Biggest Challenges You’ll Face As A Fitness Business Owner

It’s nearly every fitness pro, personal trainer and strength coach’s dream to one day have their own gym and be their own boss. Unlike the path to getting certified and securing your first job as a trainer, a business owner’s journey is not clearly defined.

That leaves many fitness pros jumping in head first and modeling what looks like success of the people that they admire. You’ll run the same programs as the presenter you admired at a big fitness conference or try to recreate their gym and culture as your start up business without having an idea how they actually built it in the first place.

Without trying to put a damper on your dreams, it’s important that you understand running a business and starting a gym is incredibly challenging. And the challenges don’t stop once you’ve got a few clients. At every level you experience new challenges and issues that you have to overcome to reach the next level of success.

It’s a lot like a video game. There are levels with increasingly difficult milestones to hit or bosses to beat if you want to advance. And just because you didn’t advance on your first try, or maybe you’re completely happy at the level you’ve reached it doesn’t make you a failure.

In a previous article I’ve laid out the Journey of A Fitness Business Owner. That will serve as a great supplement to this article as you build your own successful fitness business.

We’re going to take a deep dive at what’s required for you to navigate this competitive industry and find the success you want. Your chances for success increase greatly by following along and implementing the ideas, strategies and concepts that I’ll be sharing.

The biggest mistake you can make is assuming that you have the most basic skills and competencies covered in your business and jump too far ahead. Do a quick ego check and truly evaluate your business.

Ignoring areas of your business that could cause or are causing problems won’t make them go away.  It also won’t make it sting less when they manifest themselves in your business.

The goal isn’t to put a quick fix in place for some of these challenges or to build out everything in your business all at once.  The goal is to be a little better tomorrow than you are today.  

“Nothing Happens Until A Sale Is Made”

That quote has been attributed to a number of people including Peter Drucker and Thomas Watson. As a fitness pro you may be a little put off by it, maybe even offended. If that’s the case, lean in to that discomfort a little bit. Why do you think it makes you feel that way?

Most fitness pros avoid selling like the plague. You get uncomfortable asking to be paid what you’re worth for something you’d probably do for free.

Those uncomfortable feelings, and negative mindsets around sales and money are the biggest cause of failure for fitness pros in the earlier stages of business. Without being able to generate revenue your business cannot survive.

You’ll hear things like…

“I don’t want to be too salesy”
“I’ll let my experience and expertise sell for me”
“I’m an introvert”

These are all simply excuses for not selling and display a person’s misunderstanding of sales. Selling ethically means that the customer invests in your services on your terms and both parties (you and them) are happy with the exchange.

The biggest shift that you’ll have to overcome is understanding that you aren’t selling workouts or nutrition coaching to someone. You are selling the idea of a transformation to them and that the best way to accomplish that transformation is with your services.

Sales isn’t a talent that you either have or don’t. You can develop sales skills and that is best done by having a process to follow. You reply on a training process to deliver results for your clients, so let’s put a sales process in place to generate results (revenue) for your business.

The Fitness Pro’s Sales Process

Your foundational sales process should be simple. Trying to use advanced closing techniques or overcoming objections by using NLP is a mistake when you’re first starting out.

Let’s breakdown the steps in your sales process:

  • Acquire A Prospect
  • Discovery Call
  • Success Session
  • Front End Offer Delivery

Acquire A Prospect

Prospects are potential clients that have indicated an interest or inquired about your services. Someone filling out an application, calling you from your site or filling out your contact form on your site are all prospects.

The biggest difference in a lead and a prospect is their interest level. Many times a lead will become a prospect by the act they took to engage with you. Other times a lead will have to be nurtured to become a prospect (i.e. a person on your email list stays there for months before replying back to ask about your pricing).

Discover Call

Now that you’ve got a name and contact information, both email and phone is best, you can begin to qualify this individual. Typically this happens through a Discovery Call, or a quick 10-15 minute conversation, between you and prospect to determine if you should take the next steps.

During this call you want to control the conversation. The prospect will have questions about your service, and it’s perfectly acceptable to answer those questions, but you should control the dialogue. If you don’t the prospect will ask questions like “how much does it cost to work with you?” and “what do you do?”

As a skilled sales person you’ll take control by asking a lot of questions about the prospect and their goals. You want to find out why they want to hire you, what their end goal is and how they plan on making their decision to hire a trainer or not.

Controlling the conversation doesn’t mean you talk the most! You want to ask questions to steer the Discovery Call and get the info you need, but the prospect should do 80% of the talking.  At the end of this Discovery Call the ideal outcome is to schedule a Success Session, FR’s lingo for consultation, and meet with the client 1-on-1 for a more thorough evaluation.

The Success Session

This is your chance to shine and really connect with the potential prospect.  However, the focus still needs to be on the prospect and their goals.  Simply trying to wow a prospect with your knowledge and expertise won’t guarantee a closed sale.

There are 4 parts to a Success Session:

  1. Engagement
  2. Discovery
  3. Value Building
  4. The Close

Each of the 4 parts has a defined purpose and sets up the parts that follow.  Skipping part of the process, reordering the parts or ‘winging it’ all lead to unpredictable results with sales.  Trust the process!

Engagement is all about creating a connection with the prospect, finding common ground and establishing rapport.  This is your chance to throw in a little small talk and get the prospect feeling comfortable with you.  The more comfortable they are with you the better chance of them being open and honest in the next part of the Success Session.

Discovery is where you spend most of your time.  This is about finding your prospects pain, the emotional reason they want to hire a trainer or coach.  If you can get the prospect to paint you a clear picture (with their words of course) of how they see and feel about themselves now and how they see and will feel about themselves once they’ve reached their goal you’ve done a great job!

You aren’t trying to solve their problems during Discovery.  Don’t wow them with how you will fix the pain and get them to their goals, just let them talk to you about their challenges, obstacles and issues.

Value Building is your place to shine!  Now that you know where someone sees themselves and where they want to go, as well as their biggest challenges, it’s easy to create a clear path for them to reach their goals.  Show the prospect how you’ll help them and get them to their goal while avoiding the obstacles that are holding them back, but do it using layman’s terms.  

Finally, you’re all set to close.  This is where you get the commitment from the prospect to pay for your help.  If you’ve followed the process up to this point you’ve got a great chance at winning a new client.

There are two options here:

  1. Sell your Front End Offer
  2. Sell your Core Offer

The easiest route is to sell the client on your trial, jump start or entry level offer to ‘test drive’ your services.  This is a lower cost, low barrier to entry program that allows them to experience what you can do for them without having to make a big commitment.

You’ll have a lot of success by selling through your Front End Offer.  However, you must put another conversion conversation in place to ensure the commitment of the prospect into your Core Offer (primary, full priced service).  Many fitness pros mistakenly assume a client in their Front End Offer will automatically want to join their Core Offer.

Closing doesn’t have to be complex or complicated.  A simple A/B close technique is all you need to have success.   

It goes something like this “Mrs. Jones, based off what we’ve discussed today the best program to help you [list goal] is going to be our personal training program.  You can either start out at 2 days per week or 3 days per week and our clients that get the best results commit to 12 months of working with us.  Which of those two programs would you like to get started with today?”

You’re going to get questions and objections.  That’s okay, take a deep breath, stay calm and address them.  As long as you don’t get a direct “NO!” from a client you’ve still got a chance to close the deal.

Front End Offer (FEO) Delivery

If you get a prospect that needs to go through your Front End Offer before committing to a longer term commitment you need to put a few steps in place to increase the chances they stay around.

The most basic step to put in place is a scheduled follow up Success Session with them for 3-5 days before their FEO ends. This should be scheduled at the time of the initial Success Session. Creating this opportunity to convert the FEO client into a Core Offer (CO) client, address their questions and present your offer to them is critical.

Throughout the FEO you should have 2-5, depending on the length of the FEO, touch points in place to communicate with and check in on the FEO client.

Advanced Techniques

The simple process above will be enough to help you reach your initial goals.  As you get more comfortable selling you can add to your sales toolbox and develop advanced techniques and sales skills.

Upfront Contracts, alternate closes, reversing strategies, questioning techniques and others will compliment your basic process, not replace it.

The Fitness Pro Marketing Plan

Any effective plan requires a good strategy and disciplined implementation.  Expanding your reach, building your brand and positioning your fitness business isn’t done through random acts of marketing.  

It doesn’t matter if you are a one person show or have a team of trainers working for you in your business, marketing is mandatory for success.  There’s good news though! Marketing doesn’t have to be complex or confusing.

Great marketing begins with a strategy, aligned to support your business’ overall objectives and accomplish your business goals.  So, what goes into a great marketing strategy.

Your marketing strategy should include:

  • A defined Core Offer
  • Ideal Client Profile
  • Local Market Positioning

These 3 components create the foundation for your marketing plan.  Investing the time to create a solid foundation will produce better long-term results for your business.  But, you don’t need a perfect marketing strategy in place to begin marketing.

Defining Your Core Offer

The mistake many fitness pros make in their business, especially when trying to generate enough revenue to keep the lights on, is offering too many services and programs.  Being a jack of all trades and master of none will burn you out quickly.

Your Core Offer should be the thing you’re best at in your business.  You’ll be building your business around this service.   It gives you a focal point and purpose for your marketing activities.

This doesn’t mean you can only have one offering in your business, but you should have one primary offering that allows you to grow and scale your business.  Supplemental programs can also support your business growth, but won’t be your focus.

As your business matures you can expand your Core Offerings and open up new revenue streams for your business.   Until then, relentlessly focus on growing your Core Offer.

Ideal Client Profile

Your Ideal Client is the prototype of the individuals that you will build your entire business around.  This doesn’t mean that you will only accept your Ideal Client, but your marketing will be set up to find and attract this Ideal Client.

It seems counterintuitive to zero in on just one profile.   By focusing your Ideal Client Profile on one person you are better able to imagine their pains, needs, challenges, objections and lifestyle to market effectively.    

Your Ideal Client Profile covers the following:

  • Name
  • Gender
  • Age
  • Profession
  • Income
  • Marital Status
  • Family
  • Hobbies
  • Interest
  • Car
  • Education
  • Goals
  • Challenges
  • Buying Process

Bring it all together by including a picture of your Ideal Client.   This allows you to tell your Ideal Client’s story and use that story in your marketing to attract them.   When you’re done you’ll know where to find your Ideal Client, what marketing channels to use and how to market to them.

Local Market Positioning

Your ability to answer the question “Why should a customer choose your business over someone else’s?” can make or break your marketing.   You need to know what makes you different and how to communicate that message via your marketing.

Your Local Market Positioning should:

  1. Differentiate your service from the competition
  2. Address important customer buying criteria
  3. Articulate key service characteristics

This can be accomplished by creating a list of differentiators and a powerful positioning statement. You’ll spend quite a bit of time refining and perfecting your differentiators and positioning statement.   

You want 3-5 differentiators, that when put together, make your business unique and stand out from the competition.  This is done by brainstorming a list of the features, benefits, and statistics in your business.  

Once you have your list filter it by running it through the key buying criteria of your Ideal Client.  The goal is to get a solid list of 3-5, that when used together make you the obvious best choice for your Ideal Client.  Craft these up into statements that clearly communicate the importance to your Ideal Client.  

Your positioning statement is like a verbal calling card.  It will address who you are, who you help and how you help them.   You’ll have to work through a few versions to get to your final, impactful version.

Here’s an example:

“For men who want to lose 20 lbs or more Fitness Revolution is a personal training studio that helps them regain confidence, lose that spare tire and feel 10 years younger in less than 2 hours per week in the gym using our SHRED training program.”

That clearly addressed the needs and concerns of a busy guy that needs to lose 20 lbs but doesn’t want to spend a ton of time in the gym.  It also prompts questions such as “what is SHRED” and “how do you do that” which create conversation opportunities.

Building A Marketing Plan

Random acts of marketing won’t produce great results.  Unfortunately, that’s exactly how many fitness pros approach their marketing plan.  They do a few things here and there when they have time and if things get a little slow in the business they panic and ramp up marketing activity.

What if you had a more systematic and calculated approach to marketing?

That’s exactly what the Triple A Marketing Method does for you and your business.  It helps you drill down into focused activities to drive your lead generation.  The three A’s of the Triple A are Assets, Arsenal and Action.  

Once we’ve identified your action plan you can focus on those key activities and plug them into a marketing calendar that will help you organize your promotions and key marketing initiatives for the year.

Now, I get that this isn’t some fancy funnel or Facebook Advertising hack.  Those can be included in your marketing plan, if you have the budget and skills to get them implemented.  However, they aren’t the only way to grow your business.  

Evaluate Your Assets

Assets are resources, skills or people that are present in your business. By focusing on your strengths and assets that already exist we can get things off the ground a lot sooner.  Review your business, your team and yourself to determine your assets.

Here are some ideas:

  • Unique ability to network
  • A valuable network in your community
  • Enjoy public speaking
  • Copywriting skills
  • Money to spend on marketing
  • Technology skills (building web pages)
  • FB following
  • Email list

Take an inventory of all the assets available to you and include your team members if you have them. Once you have your list, prioritize the top 5 that you plan to leverage to enhance your marketing.

Build Your Arsenal

Your marketing arsenal includes the array of ways that you will generate leads in your business.  Arsenal items are typically the tactical marketing methods that may already be familiar to you such as referral rewards, Facebook marketing, and networking.   

There should be continuity between your assets and your arsenal items.  For example if you didn’t list public speaking skills as an asset then running workshops or seminars probably shouldn’t be in your arsenal.

To complete your arsenal you need to pick AT LEAST ONE arsenal item for each of the three channels of marketing.  This includes an internal channel, online channel and offline channel.  By diversifying your efforts you’ll create maximum exposure and your activity will be enough to support your marketing goals.

You’ll be better served by doing a few things really well rather than doing a mediocre job on a few things.  For example, if you only have $50/mo to spend on Facebook ads you should probably use that money in another channel because you won’t be able to drive enough traffic to your ads to support your marketing goals (we typically see it costing fitness pros $5-10/lead).  You should focus on something else and save your money to invest in Facebook ads once you’ve generated more revenue.

As you want to scale your business or shift to working more on the business instead of in the business you may choose to devote more time and energy into your marketing.  At that point you’ll scale your marketing arsenal items and increase the number of items you have in each channel.

Below you’ll find lists of potential options for the three marketing channels.

Online Marketing Examples:

  • Social Media Marketing
  • Paid Facebook Advertising
  • Email Marketing
  • Blogging
  • YouTube

Offline Marketing Examples:

  • Direct Mail
  • Joint Ventures
  • Networking
  • Public Speaking
  • Workshops/Seminars

Internal Marketing Examples:

  • Referral Rewards Programs
  • Bring A Friend
  • Referral Contests
  • Review Sites
  • Testimonial Marketing

The options and tactics you can use in each channel are numerous, don’t consider this an exhaustive list.   

Your Action Plan

Now you need to get to work and build out daily, weekly and monthly actions that will drive leads into your business.  This is where we shift the focus from the outcome (leads, new clients, revenue, etc) to the habits and actions (calling your network, setting up public speaking, posting to social media). There is a lot that you can’t control in marketing, so we want to focus on the things you can control and that give you the best chance for success.

A great action plan ties in your marketing strategy.  You should focus on the actions that you think will appeal to your ideal client and focus your marketing efforts on the places you can get your marketing infront of these people.

Recently a coaching client that works with older adults (70+ years old) inquired about Facebook ads on a coaching call.  After some digging he couldn’t prove to me that his Ideal Client was actively using Facebook or that they actually bought things from Facebook.  He needed to go back and research his market to see if that activity would be a good fit.  Instead of jumping to a popular tactic we discussed how he could spend the same marketing money to send direct mail to neighborhoods and communities where these individuals lived.

Marketing the right message in the wrong place will deliver poor results!

Below is an example action plan for a fitness professional.

Daily

  • Ask for 1 referral
  • Post 3 times to social media

Weekly

  • Send weekly email newsletter
  • Post one new video on blog/YouTube
  • Reach out to 5 new Joint Venture Partners

Monthly

  • Host one seminar
  • Collect 2 client testimonials

Your marketing action plan will be unique and vary depending on time available, commitment to growth, size and type of business, etc.  Don’t try to match what others are doing, but rather model successful habits, follow principles and create your own plan!

Creating Your Marketing Calendar

Your action plan will be about sharing valuable content, building your expert status in the community and creating opportunities to capture leads. Everything has a purpose and that purpose is to move someone one step close to becoming a lead or prospect for your business.

The social media posts should have clear calls to action and next steps for the person reading/watching your posts. The newsletter should have at least one offer in it each month to drive someone to your Front End Offer or have them take the next step with you. Your joint venture calls are to create opportunities for them to promote you and maybe help you set up your seminars. You collect testimonials to share in your newsletter, social media and prove that you get clients great results.

Don’t waste time on random activities in your marketing!

Your Triple A Action items will go into your marketing calendar so that you can track them over the course of the quarter and year. You’ll also want to plan out your annual promotions and big events that will drive more leads into your business. For example mapping out a quarterly or monthly seminar, bi annual referral contest and three transformation challenges each year create opportunities to increase your marketing. You’ll have set marketing for each of these promotions and your Triple A actions should support those promotions as well.

Performance Measurement in Your Fitness Business

There’s a good chance you track your client performance, right?  You do regular assessments, weigh ins, body fat testing, etc.  Why would you spend time marketing and invest energy into running your business but not track your performance?

No one has taught you how to do it or you don’t see the value.  Those are really the only two answers that make any sense.  I’d like to change that today and show you how and why it’s critical to your business.

Remember the reference to video game levels we discussed early in this article?  That’s very relevant when talking about tracking your performance.  At first you don’t need to know very last little detail about your marketing or business performance.  However, as you grow data becomes more important and the decisions that you need to make require you to have that data.

The only reason we track performance is to see if what we are doing is working.  Wouldn’t your client get really frustrated if they spend 3 hours a week working out and focused on their nutrition only to find out they weren’t making progress?    Now imagine that client not checking their weight, body fat or looking at performance improvements for over a year.  They just kept plugging along, being frustrated and hoping something changed but not knowing what was going on.

That’s exactly how most business owners go about running their business! Blindly doing things, staying busy, but never knowing if what they are doing really matters or if its working for them.

To get started you’ll only need to measure a few key metrics.   They are easy to track and don’t take up a lot of time, especially if you know what they are and have the tools to track them effectively.

If you’re not tracking anything right now start with the following:

  • New Leads
  • New Front End Offers
  • New Core Offers
  • Lost Clients
  • Total Clients
  • Gross Revenue
  • Expenses
  • Autopay Revenue (amount of revenue from EFT payments)

The first four metrics are what we call your 4 Sales and Marketing Pillars.  They give you an checkpoint each week on where you’re at with your marketing and if you are on pace to hit your goals.   Total clients is a nice number to know at at all times so you can evaluate growth.

Leads low every week?  You’re probably not going to hit your New Core Offer or revenue goals.  Losing a lot of clients? You need to focus on retention.

The final three metrics are monthly financial metrics that you need to be tracking so that you have a finger on the pulse of your business financial health.  All of these can be used to figure your Key Performance Indicators (KPIs) for your business.

When you’re ready to take it to the next level and you’ve consistently been measuring and reviewing your 4 Pillars and Monthly Financial metrics you can begin to measure your marketing performance.

This is where things get a little more advanced.  You want to be able to track all leads, lead channel and conversion metrics in your business.  We provide our coaching clients with a Lead Tracker that allows them to do all of these things including lead/prospect follow up.

If you’re just getting started you’ll need to have a spreadsheet or method to track all leads, critical information about the lead and where they end up in your sales pipeline.  One other key piece is tracking lead channel so that you know which of your marketing activities brought in the leads.

This will show you holes in your pipeline and also marketing channel performance so that you can optimize your marketing and sales processes.  Without this data you’re guessing, and none of us have the time or energy to guess when it comes to growing our business.

Your next level of metrics will include:

  • Core Offer Conversion Rate
  • Retention Rate
  • Core Offer Growth Rate
  • Operating Margin
  • Autopay to Expense Ratio
  • Lead Channel Performance

As a business owner you’ll be able to run your business off these metrics.  If you evaluate these metrics monthly and set goals for them you’ll begin to notice trends and the numbers will tell you if there is a problem to fix in your business.

This is not a comprehensive list of numbers you need to track in your business.  From here, as you grow, departments in your business will be responsible for a more indepth set of metrics and individuals on your team will be responsible for metrics.  At the end of the day they should all tie back to the bigger plan for the business and support your goals.

Goal Setting & Goal Getting

If you’ve got metrics you can set good goals! As business coaches, we at Fitness Revolution, want our clients to be able to set and exceed big goals. You need to have confidence in the plan you’ve put together and its ability to help you reach your goals.

As your just getting started goals are pretty basic. They are probably short term, monthly or maybe quarterly goals that are focused on revenue or growth. Things get a little trickier as you grow and your business moves into different stages.

With the right planning and goal setting cycles in place you can accomplish a lot in a year. You should be setting both annual and quarterly goals in your business. At first quarterly goals are more important, because you don’t have the experience or information to set great annual goals. As you progress as a business owner your annual goals become more clear and the quarterly goals are used to as milestones to accomplish your bigger, organization wide company goals.

Annual Goals

Eventually you’ll get in a cycle of planning for your business (more on that later), but until then you need to create some objectives and goals for your business each year.  

The sweet spot for most businesses is 2-4 annual objectives and a clear set of goals for, at the very least, the following:

  • New Core Offer Clients
  • Retention Rate
  • Operating Margin
  • Gross Revenue

It would be great to set goals for all of your 4 Sales and Marketing Pillars, and in a perfect world that’s exactly what you’d do.  However, the metrics listed above are the key drivers for your business.  By focusing on these you’ll have to produce good results will all the others.  

Your objectives for the year should be the most important projects or initiatives in your business that need to be done so that you are set up for long term success or help you accomplish your metric goals.

For example, putting a new client onboarding process in place can be a key initiative if you need to improve your retention.  

Quarterly Goals

Annual goals give you a big target to try and hit, but they are typically too big and too far away to motivate most business owners. That’s why you’ll need to zoom in a little and set some clear targets for the next 90 days.

This 90-day cycle seems to be the sweet spot for being long enough to accomplish something meaningful but not so far out that you lose motivation or get bored. You’ll use the same set of metrics to set goals for the quarter as you do annually.

Quarterly Rocks

Other than your goals what projects do you need to complete, milestones do you need to hit or habits to instill that ensure you accomplish all of your annual objectives? These will be your Rocks.

Your Rocks can be one of your annual objectives that you are going to focus on completing in the next 90 days or a project that will set you up to accomplish your annual objectives.

For example if you have an annual objective to have “All Core Processes developed and documented” you may have a quarterly Rock to “Develop and Document Our Marketing Process”.

These Rocks will be your top priority during the quarter and the most important thing you should be working on as the business owner. In the early stages of your business these will likely be tied directly to your metric goals and revolve around sales and marketing growth. As your business matures you’ll work to develop systems and implement processes that make your business more efficient.

Building Your Team

One of the biggest challenges you’ll face as a business owner is learning how, when and who to hire. At some point you’re simply not going to be able to keep up with all the tasks that need to be completed for your business to run well. Your success and growth has now created a time management problem.

Many fitness business owners hire out of desperation. They get burnt out, stressed and bring on the first person they can find to do whatever it is they can get off their plate. You violate the age old rule of “hire slow, fire fast”.

Before hiring your first team member take a look at your business and see if you can outsource some of the things that are eating up a decent chunk of your time (not just the stuff you don’t want to do) that someone else is better capable of doing. For example, outsourcing your bookkeeping is a great way to stay on top of your finances and offload a few hours a week of tasks. You can also get this done relatively inexpensively.

Avoid the mistake of trying to hire  for marketing and sales positions first! Those are high ROI, revenue generating activities. Not to mention those being highly compensated positions, at least if you want good candidates, and tougher to find. The exception to this rule finding a company to manage your Facebook Advertising if you are using that as a marketing channel.

Your best bet as a first hire is to find a good administrative assistant. There are a lots of qualified candidates and you can hire them relatively cheap. The duties required for an admin can also be done just about anytime so their work hours can be flexible.

There are a few key steps you need to get in place before making your first hire though, and I know it seems a little over the top but doing it will avoid a lot of frustration for you in the future.

Building Your Position Description

Consider this your Ideal Client profile for a team member.  If you hire before clearly defining what this position will be responsible for and how they will be assessed there’s a good chance you’ll pile a bunch of random things on them.  That’s a good way to frustrate them and have them quit.  

Your position description should include the following:

  • Position Title
  • Department/Supervisor
  • Core Responsibilities
  • Metrics
  • Specific Duties & Responsibilities
  • Requirements

This provides you and the new team member clarity on what they do, where they fit in the business and how they will be assessed.  Skipping this step or trying to short cut your way around it ends up bad for the business owner nearly every time.  

Core Responsibilities in the position description are the 2-5 primary responsibilities that the individual or position is responsible for completing.  They are the 20% of their job that produces 80% of the results for your business.

Every position should also have metrics that are used to measure performance.  This may be a customer satisfaction rating, response time, or even retention metric depending on the position.  

The Hiring Process

Before you begin to interview and fill the position, you need to define your hiring process.  Doing this before you start allows you to focus your efforts on the actual hiring as you navigate the process.  This gives you a set of guidelines and some structure to make decisions easier.

A successful hiring process includes:

  • Position description
  • Budget for compensation
  • Recruiting for the position
  • Interview process
  • Onboarding and training

Defining these items before you start removes having to ‘figure it out’ or ‘think about it’ when questions and situations arise in your hiring.  A few hours of prep before hiring will save you a lot of headaches, frustration and bad hires in the future.  

Organizational Chart

After your first hire or two it’s time to build an Organizational Chart.  This is much easier to do when your team is small and it seems like an unnecessary step than it is to do when you have a team of 5 to figure out where to place them.  

Org charts provide a clear line of communication and help your team understand responsibilities in the organization.

There are a few rules for an Org Chart you should follow:

  • CANNOT have more than 1 person per seat
  • One person CAN hold more than 1 seat
  • Don’t get crazy with the number of seats
  • Don’t make it horizontal

Your Org Chart and position descriptions should align.  When you get this resource in place for your business delegation and implementing systems becomes a lot easier because of the improved communication and understanding of the organizational structure.

Systems, Automation, Delegation

Fitness businesses are people centric and utilize processes to optimize the peoplein them.  Your business will likely never run off checklists and fully automated systems.  You need people to run your business and by hiring with care you’ll find the right people to make your business run.  While this isn’t as sexy as systemizing and automating your business, mostly because it requires a bit more work, the rewards can be great.  

Systems, automation and delegation are tools that you can put in place to optimize the performance of the people in your business.  The goal is to make their job easier and more efficient so they can spend more time on what matters most.

Here are a few of the key systems to put in place once you have a small team or need to optimize your own time:

  • Follow up systems for leads and prospects
  • Client retention systems to increase lifetime value
  • Training systems to deliver consistent results
  • Employee Handbook to act as a resource for team members
  • Cash management system
  • Annual Planning system/cycle

Systems are created to deliver a specific result.  They are created to support people in their jobs.  Delegation should be used to get a task in handed off to the right position, not simply to get something off your plate because you don’t like doing it.  This includes tasks that are below your pay grade as the business owner.    

Automation can be extremely helpful, but is also the hardest to get set up right.  For example, automated marketing campaigns require lots of monitoring and optimization to produce the result you want.  Automation is best used when you can remove a step in a process that takes up time and requires energy.  For example can you pay your bills on autopay to avoid writing checks or can you deliver information to someone automatically to avoid having to remember to send it each time.   

Rely on systems and delegation to power your business and focus on hiring the right people to run them for your best chance at success.

Your Meeting Cycle

“Meetings suck!”  If you’re thinking that, it’s okay…

You’re right,most meetings suck.  But that’s because most meetings are poorly run and have no purpose. The right meeting cycle in your business can improve communication and help you reach your goals faster than before.

You won’t need to invest much time in regular meetings until you have employees in your business.  You will want to build in time for strategic planning early on in your business.  

Strategic planning meetings would include:

  • Annual Business Review
  • Quarterly Business Review

These two meetings take place on a regular cycle to help you review the previous year/quarter, assess the current state of your business and plan your next steps.   As a business owner you need to create the time and devote the energy to stepping outside the business for a little bit to plan out your future.    

The rest of your meetings should support your goals and business objectives.  They give the business owner a chance to take the pulse of the business and deal with any issues that may come up.  

Your regular meeting cycle should be:

  • Weekly Level 10 Team Meeting
  • Weekly Department Level 10 Meetings
  • Weekly Individual Huddles

There’s a good chance you’ll only use the Weekly Level 10 Team Meeting and the Huddles for a while.  A mature business with multiple managers running departments would require Weekly Department Level 10 meetings.

If you’re in doubt of where to start begin with a weekly team meeting.

Here are the keys to a successful meeting:

  • Set time, day and place
  • Clear agenda
  • Prepared attendees
  • Every attendee has a purpose
  • Key roles identified

Huddles serve as a touch point for managers to communicate and assist their direct reports.  Setting aside 15-25 minutes each week to review your direct report’s metrics, priorities for the week and discuss any questions or problems they have will save you a lot of frustrating conversations throughout the week.  Investing this time consistently will help your team members increase their performance quickly and produce better results for your business.

Developing into a Manager-Leader

Getting results in your business through other people is a difficult transition.  Most fitness business owners don’t have management experience and it certainly wasn’t covered in your certifications.  

You’ve likely been a producer in your business up to this point.  Is it fair to say you’ve been self employed and now are ready to make the leap into being a business owner?   

That may be a little tough to swallow at first, and you probably will want to deny it. But, if you can’t say that your business can run without you there for more than a few days at at time (which includes generating new revenue) you have a job.

There’s nothing wrong with being self-employed.  Nearly every fitness business owner must go through that process to become a business owner/entrepreneur.

Taking this step requires that you have a lot of the components we’ve already talked about in place and you’re working on developing the skills required to be a great manager-leader.  

Your focus now shifts on developing your team and the people in your business so that they produce amazing results.  You optimize systems and improve processes to streamline the business.   

At this level your time is more valuable than ever, so you need to learn to say ‘no’ more than you say ‘yes’.  Filtering what is important and knowing your priorities becomes critical.   You’re now focusing your work on the things that you are best at in your business.

Telling you that you can master this in a few weeks or even a year would be a disservice.  Trying to rush your development puts you a risk of failure, and once you’ve reached this level the stakes are pretty high.

Your vision and the culture of your business will become much more important at this stage.  The Long Term Vision for your company will serve as your beacon to make decisions and a guiding post to filter our opportunities.  The culture in your business will begin to come to life and you have a responsibility to sustain it through hiring the right people, living your Core Values and nurturing the people in your business.

Evolving To A Fitness Entrepreneur

This is like the holy grail of fitness business ownership. Building a business that can thrive without you being present.

You’ll, onc again, have to level up your skill sets to be successful at this stage. You need to be able to lead and manage managers in your business so they can make decisions that support your vision. You alos need process in place to keep issues from always getting to you.

The position you take in your business is more mentor than manager. You are now able to look at bigger opportunities and spend more time as the visionary for your company.

“Enjoy The Process”

You’ve probably told that to a client or two as they worked to reach their fitness goals. The same message applies to business ownership. It’s a process. Trying to skip steps or cheat the system leaves you incredibly vulnerable.

If you’ve read through this entire post you may be a little overwhelmed. Its okay, know that you don’t have to build this all at once. Comb back through the article and the find the first topic that you feel you’re missing and begin working on it. I’ve tried to write this in sequential order of what you’ll need in your business.

Sometimes you need a little help getting things in order and figuring out what the top priority is for your business…

Or maybe you want to shorten the learning curve and get access to the knowledge and tools to make implementing this stuff easier.

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[ January 4, 2018 by Fitness Revolution 0 Comments ]

How To Sell More Personal Training With 4 Mindset Shifts

Are Your Beliefs Keeping You From Selling More Personal Training?

Many of the biggest obstacles that keep salespeople and business owners from finding success, especially in fitness, lie right between their ears…

If you’re struggling to turn leads into clients or hit your sales goals it may be time to focus on your own mindset and belief system around sales.  There are 4 main obstacles that fitness pros battle and I’ll show you how to overcome each in this short video.

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[ December 28, 2017 by Fitness Revolution 0 Comments ]

Fitness Business Success Principles

Methods are many, principles are few. Methods always change, principles never do…

At Fitness Revolution we’ve identified the 5 principles that are required for ALL successful fitness businesses.

Check out this video to discover the 5 Alignment Principles and how to use them in your business.

Get our complete curriculum for implementing these Fitness Business Alignment Principles into your business inside Fitness Business Mastery!


Learn More

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[ November 27, 2017 by Fitness Revolution 1 Comment ]

The Journey Of A Fitness Business Owner

The Skills You Need To Go From Struggling Start-Up To High Performing Entrepreneur

One of the scariest parts of being a business owner is the unknown.  There’s nothing guaranteed when you make the courageous, often times scary leap to running your own fitness business.  

Do you ever find yourself wondering what’s next in your journey as a fitness business owner?

What should I be focused on?

What should my business look like?

What should I focus on to get to the next stage of my business?

You’re not alone!  After working with hundreds of fitness businesses we laid out what your business will look like at each stage, the challenges you are going to face, common reasons for failure and what success looks like, including the skills you need to develop at each stage to prepare for what’s next.

The Business Owner’s Journey

We’re going to take a deep dive into each of the 5 Stages through this article, but first let’s do a quick overview of each.

You may find it valuable to read through each of the stages, or if you’d rather skip right to the stage you are in now and figure out how to get to the next stage of your journey that’s cool too.  This article is a lot like a choose your own adventure. Read it and use it however you see fit to help you.

Stage 1: Sell, Sell, Sell

Facility Type/Space:  Independent Contractor

Gross Revenue (monthly):  $0-$2,000

Major Earnings Benchmark: Make enough to pay the bills

Values: Being a great technician

Stage 2: Marketing Machine

Facility Type/Space:  Independent Contractor

Gross Revenue (monthly):  $2,000-$12,000

Major Earnings Benchmark: Income is 50% of revenue, paid on a regular basis

Values:  Going from technician to marketing and sales

Stage 3: System-wise

Facility Type/Space:  Leased space

Gross Revenue (monthly):  $10,000-$25,000

Major Earnings Benchmark: Income is 30-45% of the revenue, start earning market based wage

Values:  Going from marketing/sales to business

Stage 4: Manager-Leader

Facility Type/Space:  Leased space

Gross Revenue (monthly):  $25,000-$50,000

Major Earnings Benchmark: Six figure icome 

Values: Going from creating results to getting results through others

Stage 5: Entrepreneur

Facility Type/Space:  Leased space or property ownership as investment

Gross Revenue (monthly):  $50,000+

Major Earnings Benchmark: >50% income from profits, working less and making more, getting paid your highest dollar per hour amount 

Values: Opportunity, balance, family, experience, retirement

Take an honest assessment of where you are and let’s dive in and look at what each stage looks like and how to get from one to the next.

Stage 1: Sell, Sell, Sell

When you are first getting started one of the most valuable skills you can develop is sales, outside of being a great trainer/coach…of course.

You won’t last long in this industry if you can’t get people to pay you for your services. Many fitness business owners are forced out of business quickly because they never learn to sell their services.  It’s an easily avoidable fate.

The Challenges

At this point you’re asking questions like:

  • What should I be doing each day? 
  • Who do I listen to?
  • I need clients…where are they?

These questions along with overcoming your internal fears about sales will need to be addressed as you continue to grow your business.  As you gain new clients you’ll also build your credibility.  

Common Causes of Failure

If you never learn to sell it will be impossible to stay in business.  Not developing sales skills and utilizing a system that will get you predictable results will leave you clientless and penniless.  

This is a stage where you are most vulnerable to bad advice.  You are working diligently to make your business work and open to taking advice or coaching from just about anyone.  This advice could be detrimental to your growth.

A bad lease at any stage can put the strain on a business, but when you’re just starting out and trying to generate (and keep) as much revenue as you it can put you out of business.   

Many times Word of Mouth marketing drives a Stage 1 business, if that doesn’t take off because your clients aren’t willing to talk about you or you can’t deliver results worthy of referrals it’s going to be a long, tough uphill battle.

What Does Success Look Like?

You’ll know you’re having success in this stage when you have happy clients and you’re seeing steady, continuous growth.  

This success is built on the foundation of you acquiring the proper credentials to deliver training services and have a big focus on getting better at delivering results.

To support your growth you’ll need a polished and consistent sales process in place that allows you to hit your daily and weekly goals.   

Congratulations if you can check off all these boxes…

YOU’VE PROVEN YOU CAN SURVIVE!  

What Competencies and Resources Will You Need?

Getting out of this stage isn’t going to happen by accident.  You’ll need to focus on developing certain competencies that will be the foundation for future success.  It’s also important that you seek out resources to make success a little easier.

Here are a list of competencies:

The resources to support you:

Your Support Systems

Very few, if anyone can do this alone.  The road to success in the fitness industry is too challenging to have to figure it all out.  Learn from those who have been there before and build a support system that will help you when you get stuck.

At this stage you’ll find this support in:

Understanding the value of a business coach at this stage will give you a distinct advantage!  They will help you implement systems faster, avoid the mistakes that put many fitness businesses out of business and get results quickly.  

By having a coach early you will build a solid foundation for your future success.   

Key Performance Indicators

With sales being the biggest factor to success in Stage 1 your KPIs are tied directly to your ability to add new clients.  Focus on New Core Offer (new clients) and New Front End Offers (trials, etc) during this stage.  

The faster you can bring in new clients the quicker you’ll be able to move to the next stage.

Stage 2: Marketing Machine

Congratulations!  If you’re in Stage 2 you’ve got your business off the ground and are making a bit of money.  Many fitness pros never get to this stage, you should be proud of yourself.

But, there’s more work to do…

In Stage 2 you’re going to need to ramp up your marketing.  It’s critical that you develop a plan to attract and acquire new potential clients for your business.   By learning how to predictably bring in new leads you will be able to support your business through the future growth stages.  

Without the ability to market you will be vulnerable.  

The Challenges

You’re getting busier now and there’s a good chance that you’ve said ‘yes’ to every opportunity that came your way to get to this point.  That’s going to be a risk for you.  You’ll have to learn to assess the right opportunities so that you have a focused plan for growth and aren’t chasing the idea of ‘busy for busy’s sake’.

You’re now more comfortable selling, but are starting to wonder how this whole trading dollars for time thing is going to work for you in the future.  There’s a good chance you’re starting to ask the question “how much should I be charging”.

It’s easy to be a victim of your own success in this stage.  If you continue to sell it means you’ll have more clients to train.  That’s great, but if you are spending all your time training you can’t sell any more.  Your revenue growth stops!  

Marketing can be tricky, especially in a competitive industry like fitness.  You’ll need to hone in on your target market and learn how to create a plan that gets you in front of the right people.  Spreading your message and attracting more leads is crucial if you want to grow.  

There’s a good chance you’d train people for free, because you love it.  But, that’s not a great business model… A huge challenge for many fitness pros as they go through this stage in their journey is overcoming their own issues with money, self worth and fear of success.   

You are great at what you do!  If you earn it, you deserve success.

Common Causes of Failure

As you grow and move through the stages of your journey the risks become greater.  They continue to evolve with you and your business.  If you know what trips up many business owners you can take the steps to avoid the causes of failure

In Stage 2 common causes are:

What Does Success Look Like?

Success in Stage 2 is all about being able to control your marketing.  You must be able to bring in new leads when you need them, be consistent with your marketing activities and these activities allowing you to hit your quarterly goals.

As you grow and time becomes an issue it’s also key that you bring on your first new hire for your business, likely an administrative assistant to help with some of the office work tasks that are keeping you from revenue producing activities.

A successful Stage 2 business owner will also begin manage their time and priorities well.  They have a system in place and structure to create time in their day instead of hoping they can make time.

What Competencies and Resources Will You Need?

Getting out of this stage isn’t going to happen by accident.  You’ll need to focus on developing certain competencies that will be the foundation for future success.  It’s also important that you seek out resources to make success a little easier.

Here are a list of competencies:

The resources to support you:

Your Support Systems

Very few, if anyone can do this alone.  The road to success in the fitness industry is too challenging to have to figure it all out.  Learn from those who have been there before and build a support system that will help you when you get stuck.

At this stage you’ll find this support in:

These require a bit of explaining…

The community that you’ll find the most support in is a network of your peers.  You want to find a group of fitness business owners who have been or are going through the same journey you’re on.  This allows you to feel connected and eliminate the feeling that you’re the only one experiencing the challenges and problems that arise in your business.

A community of your peers can lift you up and provide you support when you need it most.  

It’s also critical that you seek out and attend skill development workshops and mentorship programs.  These can be in person or online programs that are focused on helping you develop specific skills and competencies needed to move forward in your business.  

Key Performance Indicators

We’ll take a small shift in Stage 2 and start looking at the front end of your marketing funnel when evaluating performance metrics in your business.  

In Stage 2 you should be tracking and reviewing:

  • New Leads
  • Core Offer Conversion Rate (Lead to New Client)
  • Expenses

Stage 3: Systems-wise

Things have really taken off for you!  It may have taken you 12 months to get to this stage in your journey or several years.  No matter the time it took, you’re here now and have proven that you want to create a successful, High Performing business.  

This is a pivotal stage for most fitness business owners.  It’s where you have to begin thinking of your business as an actual business!  You have to replicate the results you can get yourself through systems and structure.

The Challenges

In Stage 3 you’re going to be thinking…

  • Not all of my customers are awesome…
  • Is this the best use of my time?
  • How can I get other people to do this well?
  • I need a break!
  • What’s important?  What are my priorities?
  • How am I doing?

Things are going well in the business at this stage but you’re realizing not all opportunities are created equal and it’s quickly becoming evident that you’re going to have to develop a new set of competencies.

It’s critical that you begin to make the mindset shift from being a great trainer who can market and sell to a great business owner.

Common Causes of Failure

As you grow and move through the stages in your journey the risks become greater.  They continue to evolve with you and your business.  If you know what trips up many business owners you can take the steps to avoid the causes of failure.

In Stage 3 common causes are:

  • You stop marketing because you are too busy
  • You stay in this stage too long and never progress
  • Open another location too quickly
  • Hire reactively (too fast), fire too slow
  • Disorganization/lack of priorities
  • Burn out
  • Can’t adapt to the business to shifts in the market
  • Thinking a system is a checklist
  • Bring on a partner or realize a current partnership is bad

What Does Success Look Like?

This stage is often the toughest for a fitness business owner to go through because what is required for success may not come naturally.  

When you’re in this Stage look for the signs of progress and success by recognizing the following:

You can see there is a lot that goes into success in Stage 3.  There’s a reason many never make it out of this stage and it’s often the stage that sends good people packing in our industry.

This is where the hard work starts for your business.  But, if you can get through this you’ll have a solid foundation for growth and an ability to scale your business.

What Competencies and Resources Will You Need?

Getting out of this stage isn’t going to happen by accident.  You’ll need to focus on developing certain competencies that will be the foundation for future success.  It’s also important that you seek out resources to make success a little easier.

Here are a list of competencies:

The resources to support you:

Your Support Systems

Very few, if anyone can do this alone.  The road to success in the fitness industry is too challenging to have to figure it all out.  Learn from those who have been there before and build a support system that will help you when you get stuck.

At this stage you’ll find this support in:

You’ll notice that a close knit peer group or High Performance Mastermind makes its first appearance in this stage. Now, more than ever, it’s critical that you have a close group of peers to help you develop as a business owner and speed up your results.  High Performers don’t want to stay in a stage longer than needed, and a good peer group will help hold you accountable and get you results quicker.

Stage 4: Manager-Leader

You’ve made the shift and now you have a business you are proud of and that you love running.  Congrats on your success thus far, but there’s still work to be done.  

It’s time to learn how to get results through other people. There’s a good chance you’ve built up a small team to get to this point and they are responsible for driving certain areas of your business.  How will you keep making progress and get the results through your team?

The Challenges

In Stage 4 you’re going to be facing things like:

  • How do we perpetuate improvement?
  • Early decisions to ‘bootstrap it’ are catching up to you
  • Figuring out what investments you can afford to make
  • What is your culture, really?
  • What’s next for you as the business owner?
  • Should you open a second location?

You’re now beginning to think forward and start realizing the decisions you make today greatly impact the direction of your business for the future.  You may also get a sense of dissatisfaction, or uneasiness from your team doing a lot of the work.  

Common Causes of Failure

Yes, even at this stage it’s possible to fail!  Many businesses take a step back when they attempt to transition to this stage.  Sometimes it’s because they didn’t take the time to develop the foundation in their previous stages or it could be because they resist the need to develop new competencies.  

In Stage 4 common causes are:

  • Not evolving as a manager
  • Trying to leave this stage too soon
  • Not letting go of the technical work
  • Getting in the way of your team
  • Letting your ego keep you from being transparent about the real issues

If you refuse to allow others to help you grow your business it’s going to be difficult to move on to the final stage in your business journey.  You’ll have to set your ego aside and help others improve at their job to truly have success in this stage.

What Does Success Look Like?

Another big shift happens in Stage 4, you are now more focused on the people in your business than dominating tasks or mastering technical skills.  You’re undergoing the transformation into a High Performing Business Owner!

When you experience the following you’ll start to notice success:

What Competencies and Resources Will You Need?

Getting out of this stage isn’t going to happen by accident.  You’ll need to focus on developing certain competencies that will be the foundation for future success.  It’s also important that you seek out resources to make success a little easier.

Here are a list of competencies:

The resources to support you:

  • Performance Based Compensation (if applicable)

You’ll quickly notice this stage requires a lot of development for the business owner.  It’s a time where you will be required to develop your own competencies to support your team.   

Your Support Systems

Very few, if anyone can do this alone.  The road to success in the fitness industry is too challenging to have to figure it all out.  Learn from those who have been there before and build a support system that will help you when you get stuck.

At this stage you’ll find this support in:

During this stage relying on a great business coach to help you develop the required competencies and uncover your blind spots will be critical.   Paired with a peer group, like the High Performance Mastermind, you’ll have the support you need to continue you journey.  

Stage 5: Entrepreneur

Finally, the coveted entrepreneur stage!  You’ve worked hard and and done the required work to get here.  Celebrate a little 🙂

All your hard work has it’s rewards if you stay focused on the right things.  But, you’re still not immune to failure or falling back into old habits that could set you back.  

A High Performer is constantly seeking to learn and develop as a business owner.  

The Challenges

In Stage 5 you’re going to be facing things like:

  • How do I let go?
  • What defines me?
  • What can I break? Do they really not need me?
  • What’s my job?

It can be tough when the entrepreneur to realizes their team is functioning well and they aren’t needed in the day to day operations for the business to be successful.  If you aren’t careful you will be your own worst enemy and sabotage your success.  You’ll find ways to break things your business so that you can jump back in and be the hero.  

You’ll need to focus on your new identity as a the entrepreneur.  

Common Causes of Failure

Yes, even at this stage it’s possible to fail!  Many business owners take a step back when they attempt to transition to this stage.  Sometimes it’s because they didn’t take the time to develop the foundation in their previous stages or it could be because they resist the need to develop new competencies.  

In Stage 5 common causes are:

This stage requires that you have someone or a group of people in place in the business where the ‘buck stops’.  They have the final say in the day to day operations.  Learning how to manage them and letting go of the responsibilities  you have given them will be key for your success.

What Does Success Look Like?

Once you’ve got to this stage you’ve afforded yourself the opportunity to focus back on some balance in your life and meeting your bigger life goals.  It’s time where you can take on passion projects or pursue things that you’ve always been interested in because of the foundation you’ve built in your fitness business.

Here’s what you’ll need for success:

  • You have a General Manager or Manager in place to make decisions on day to day operations, including hiring/firing
  • An exit strategy is in place
  • A gatekeeper says ‘yes’ or ‘no’ for you
  • You are investing in inspiration
  • Life goals are being met 

What Competencies and Resources Will You Need?

Your focus at this point may be to extending your impact and helping others.  That may mean mentoring other fitness business owners and or giving back to your community.  To be effective at this you’ll need to develop competencies that help you (and help your team).

Here are a list of competencies:

  • Mentorship
  • Social Responsibility

The resources to support you:

  • Continuity Plan (what happens if something bad happens to you?)
  • New Business Development Plans

This stage is about you ensuring you leave something behind that you are proud of and that can be sustained without you there.  

Your Support Systems

Very few, if anyone can do this alone.  The road to success in the fitness industry is too challenging to have to figure it all out.  Learn from those who have been there before and build a support system that will help you when you get stuck.

At this stage you’ll find this support in:

What do I do with this info?

There’s a lot of information here, especially if you read from start to finish.  In fact, it’s over 4000 words on what it takes to be successful on your journey as a fitness business owner.

Using this to help you is easy…

  1. Identify the stage you are in
  2. Learn what it’s going to take to have success
  3. Implement those things
  4. Look ahead to the next stage so you know what to expect

Skipping stages will only result in you failing.  Looking too far ahead won’t give you a big benefit because you’re taking your eye off the ball.  It’s okay to know where you are going, but focus the majority of your precious time and energy on mastering the stage you’re in currently and building a solid foundation for success.

If you need a little help complete the application below and we’ll jump on a call to figure out how to get you unstuck or speed up your progress.

FREE 60-minute Coaching Call Application

  • This field is for validation purposes and should be left unchanged.

 

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[ October 3, 2017 by Fitness Revolution 0 Comments ]

What It Takes To Be Successful In The Fitness Industry

“Ryan’s one of those people that makes business, sales and marketing interesting…”

That’s literally what Rafal Matuszewski,the host of the Cut The S#!t, Get Fit Podcast, said about an interview we did recently.

On this podcast we talk everything from business to training to transformations.  There’s something in here for every fitness pro or business owner.

Here’s a few things we covered:

  • Why I started my first fitness business and the mistakes I made
  • Tips for having success with your own facility
  • Finding your own path in the fitness industry
  • The wild world of business partnerships and how to navigate them
  • Why most fitness pros struggle with business
  • The path for success in the fitness industry
  • The biggest problems with Online Training and how to make it work for you
  • How to leverage social media to create your own brand in the fitness industry

And a ton more!

Listen Now

ArticlesFor Business OwnersStage 1
[ June 18, 2017 by Fitness Revolution 2 Comments ]

13 Questions To Ask In Every Personal Training Sales Consultation

Sales is mostly about connecting the dots for your prospect so they see the value in your training program.  If your approach to sales is mostly highlighting your credentials as a trainer or using big, fancy words to describe muscles you’re doing it wrong.

It’s your role as the salesperson to make sure you know how to best help this client and learn about what they value and need from a coach.   The only way to get that information is to ask a lot of questions.

The questions you as in your consultation will help you discover the potential new client’s biggest fears, challenges, objections, and desires.  Armed with that information you’ll be able to clearly lay out a plan to help them reach even their biggest goals.

These questions serve as a starting point. It’s important that you don’t take their answers at face value and use the “5 Why’s” Method.   After each answer ask “why?” to get the client to open up a bit more and go deeper into their answer.

13 Must Ask Sales Questions

1. What is it that you hope to accomplish by hiring a personal trainer/joining a gym?
2. Tell me how you decided to meet with me today? What was the one thing that made you
call us?
3. Have you tried any other fitness programs or gyms out? If so, what’d you like about them?
What worked?
4. It looks like you’ve tried a lot of things, why do you think they didn’t work for you or the
results didn’t stick?
5. You’d like to [lose weight, get fit, tone, build strength, be healthy]. How do you feel about
not being that now?
6. What do you think you are giving up by not being [end result/goal]?
7. Tell me how you feel when you wake up in the morning or when you look in the mirror?
8. Who do you feel like supports you? Who’s holding you back?
9. Where you want to be in 6 months…a year? What do you look like, feel like, do, etc?
10. Tell me how you think you’ll feel when you’re finally [end result/goal]?
11. What are the biggest obstacles that have kept you from [reaching goal, losing weight,
etc] on your own already?
12. What are you hoping that I can help you with most?
13. What do you need from us to succeed?

These are baseline questions that will start to get the individual to open up and give you the
information you need to build value in the next stage of the consultation.

Trying asking these questions in your next consultation and see if it makes selling your programs easier.

Get Our Entire Sales Process

Using a repeatable, reliable process to sell your training services is the only way to predictably grow your business. Not only will it improve your conversion rates but it will allow you to train other members of your team to sell for you, giving you the freedom you need to focus on growing your business.

Our FR Sales Process and Surefire Closing System is a plug and play system that has helped hundreds of fitness pros optimize their sales.

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ArticlesFor Business OwnersStage 1
[ June 16, 2017 by Fitness Revolution 0 Comments ]

How To Improve Sales In Your Fitness Business

What if more leads isn’t always the answer to grow your business and getting more clients?

Often times more leads into your sales pipeline will result in poor conversion rates.  The first reaction for many fitness business owners is to blame the leads.  You call them tire kickers, bad leads, etc.

More often than not it’s not the quality of the lead but rather the lack of follow up and value building that goes on once you get a lead that causes you to lose them.

Instead of giving up on leads if they aren’t ready to buy right away try implementing the follow up sequence laid out in this infographic.

Sales Cycle Infographic

 

A consistent follow up system for your new leads nearly guarantees that your conversion rates will improve you’ll get a high return on all of your marketing.  Use this infographic as a guide to implement your own system or skip a few steps and get access to our follow up scripts and sales system inside The Academy.

Your Sales Shortcut…

If you’d rather get ready-to-use scripts and templates and our Lead Tracker 2.1 tracking sheet to help you improve your sales process it’s all available inside The Academy.   Once inside you’ll have access to our top marketing and sales training courses and resources to help you grow your fitness business.   Try it for 14 Days Free for a short time

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ArticlesFor Business OwnersStage 1
[ June 14, 2017 by Fitness Revolution 2 Comments ]

How to Convert More Leads Into Personal Training Clients

Converting leads to clients is the secret to growing your fitness business. Take a look at these 4 keys to making sure you are maximizing your marketing.

For Business OwnersFor Fitness ProsStage 1
[ May 22, 2017 by Fitness Revolution 1 Comment ]

How To Use The 4 Sales and Marketing Pillars

The Sales and Marketing Pipeline is the process someone goes through when they’re trying to make the decision to invest in your training and become a client. This process has four key stages which translate into the 4 Sales and Marketing Pillars—the foundation of the Fitness Revolution Client Management Model.

When utilized properly, they serve to inform the business owner and the management team of the state of the business and guide them to the appropriate solutions and actions.

For extensive info and your own PDF on the 4 Sales and Marketing Pillars Guide, join The Academy where you’ll get access to the Fitness Business Mastery and two more extensive curriculum plus over 45 training modules to help you grow your business.   

The 4 Pillars

Leads – It all starts when you aquire a lead.   Leads are the people you have contact information for so that you can follow up to determine their level of interest in your program.

The major components of this pillar are marketing/sales and operations, although your training team (assuming you have other coaches) should at least be aware of what is going on throughout the business.

Front End Offer (FEO) – The second step is getting your leads to try out your Front End Offer.  The FEO is a low barrier to entry offer that you use to provide leads that are one the fence about joining your program a test drive of your services.

Your one and only goal for front end clients is to provide an incredible experience so they convert into a Core Offer Client.

Core Offer (CO) – These are clients in your primary program, the one that is the economic driver for your business.

Regardless of which program(s) you offer as your core offering, your objective for all members remains the same: keep them coming back for more.

Retention – Client retention will tell you if you’re bringing in the right people and creating a great experience.

The best analogy for retention is a bucket with a hole at the bottom. You may be pouring lots of leads into the bucket, but if there is a hole or gap in your service delivery, you will lose clients and need to address the issue, which could even be in your marketing.

Being able to measure and track your 4 Sales and Marketing Pillars in your business will provide you with valuable insight into your future growth and help you manage your marketing and sales activities so that you hit your goals.

Get Access To Guides, Tools and Videos To Grow Your Business Inside The Academy…

The Academy is loaded with courses and resources to help apsiring high performing fitness business owners who want to elevate their game and increase their income.

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For Fitness ProsStage 1
[ April 28, 2017 by Fitness Revolution 0 Comments ]

Keys To Personal Training Sales Success

Growing your business and making a living while pursuing your passion requires you to sell.  There’s no way around it, so the best thing to do is embrace it and get great at selling.

Instead of being afraid to sell follow the tips in this video to overcome your biggest sales obstacles, shift your mindset and become a great sales person.

The Acadamy - follow-up system

ArticlesFor Business OwnersStage 1
[ April 23, 2017 by Fitness Revolution 0 Comments ]

20 Questions To Qualify Your Leads

Use the following questions to help you qualify your prospects to ensure they are a good fit for your business.

By qualifying your prospects, you will find they are more likely to stay engaged with your programs and offerings for the long-term than those who have not been qualified, and are a poor fit. Take some time to think about how you can incorporate these questions in your current qualification process!

QUALIFICATION QUESTIONS

1. Why are you looking to join a training program now? What triggered your decision to join? What’s made this so urgent or important?
2. What experiences, good and bad, have you had with other fitness programs? What do you want to be different this time?
3. What results do you expect to see from the work we do in our programs?
4. What are your personal goals?
5. What’s your most important and urgent priority?
6. What’s keeping you from overcoming or your challenges?
7. What have you been doing to overcome this challenge?
8. What have you done in the past that you would like to be doing today?
9. What do you want to be the best at?
10. What’s is the value of your health and fitness?
11. Are your current efforts showing results?
12. What do you struggle with most?
13.How could you improve your relationship with health and fitness?
14.How did you discover us? Have you taken the time to look at similar services?
15. Who’s involved in making the decision?
16. If you don’t join this program, how will you meet your goal? What will you do?
17.How will you determine if we have been successful?
18. If you don’t reach your goals, how will it affect your life?
19. If we are able to help you reach your goals, how much is that worth to your quality of life?
20. What makes you lose sleep at night? Or what do you need so you can sleep at night?

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ArticlesFor Business OwnersStage 1
[ March 27, 2017 by Fitness Revolution 1 Comment ]

Pricing Your Personal Training For Maximal Profits

Learn how to price your personal training programs to get maximum profits out of your business by addressing these two key factors.

ArticlesFor Business OwnersStage 1
[ March 8, 2017 by Fitness Revolution 0 Comments ]

The 7-Day Lead Follow-Up System

A simple follow-up system, when done right, can drastically increase the number of leads you turn into clients for your business. Steal this 7-day system and start using it immediately in your business.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ March 1, 2017 by Fitness Revolution 0 Comments ]

How To Prospect Your List For Qualified Sales Leads

Do you have a list of leads or email subscribers that haven’t joined your personal training programs yet? Here’s a few ways to prospect that list and find some new clients.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ February 10, 2017 by Fitness Revolution 0 Comments ]

5 Pricing Methods For Your Fitness Business

How’d you determine your current pricing structure?  

If you’re like most personal trainers there’s a good chance you looked at what your competition was doing or asked a few of your peers and you followed their lead, pricing your programs similar to theirs.

It seems that pricing was much easier when you simply charged $45/session or sold 10 pack for $400.  

However, with the popularity of automatic billing and recurring revenue it seems like personal trainers have lost their way.  Pricing is a guessing game instead of a strategic move.  

In the book Simplify by Robert Koch there are two positions you can take with your pricing if you want to be a dominant player in your market.  There’s the price simplifier and the proposition simplifier.  

The price simplifier aims to produce their product or service at the lowest possible cost so that they can sell it at the lowest price.  The strategy is aimed at having narrow margins but winning the market by selling a lot of volume.

The proposition simplifier aims to make their product or service more enjoyable, easier to use and more useful.  This eliminates needing to sell at the lowest cost. They want to be first to market and then dominate the market through innovation.  

Price simplifiers include McDonald’s, Charles Schwab and Dell computers.  Proposition simplifiers are Uber, Apple, etc.  

Ultimately your how you price your training programs will determine the profitability of your fitness business.   It will impact key decisions with your marketing and delivery of your services.   It can define a majority of your business.

Understanding Pricing Methods

There are many different pricing methods that you can take with your business, in this article we’ll only cover the few that I feel are most relevant to the fitness industry and delivering services.

Cost Plus Pricing

Using this method you set your prices based off your costs to provide your service.  Your costs include the expenses to run your facility, payroll for your team and other costs associated with running your business.

For example if your expenses each month average $5,000 to run your facility and you run 100 sessions a month (25 per week) your average cost per session is $50.   

If you need to make 20% margins on your services then you need to make at least $60 per session on average.     

1-1 Personal Training sessions would need to be priced so that you average $60/session.  Charging $60/session only works if you are booked at capacity ALL THE TIME.  If not you need to add in a buffer so that you average $60/session, especially if your expenses are relatively fixed.  If your expenses are variable based on the amount of sessions you provide then you can account for that in your pricing.

Semi Private Training sessions would need to average out so that you are making $60/session total.  If you average 3 people per session for all 25 sessions then you need to charge each of them at least $20/session to meet your goals.

Group Training sessions have more flexibility and allow you some buffer.  If you’re training groups of 12 with this format you can charge as little as $5/session for each member. However you need to determine if you can fill 25 sessions a week with 12 people.  

Pros for Cost Plus Pricing :

  • If a majority of your expenses are tied up in the delivery of your services this could be a good model.  You’ll be able to nearly guarantee that you are hitting your profit goals.  
  • It’s easy to justify this type of pricing.  Your costs are dictating what you charge.  

Cons for Cost Plus Pricing:

  • You’re not factoring in your competition and position in the market with this pricing method.  You are relying solely on your expenses to justify your prices.  This could leave you vulnerable if you price too low or too high.
  • If you inflate your expenses you will have to increase rates to maintain your margins.  Unless you have a good guide for increasing expenses you could overspend, driving up prices and eliminating your market.
  • It’s not always simple to use the average cost per session to determine pricing.  In some Core Offers select session times may not be as valuable as others.   

Penetration Pricing

If you’re new to the market or launching a new program this could be your way to make a big impact in the market.  Penetration Pricing uses the strategy of undercutting the prices of competitors in hopes of building a client base.  

This only works if you know you can market your program extremely well and steal some clients from competitors.  

There’s a good chance that you won’t be profitable with this method out of the gates.  It’s often required that you increase prices for future clients to create your profit.  

This method may work well if you can deliver your services at a lower cost than your competitors and can bring in a large volume of clients.  

An example of this method would be offering your boot camp for just $99/mo for your first year during the grand opening of your new facility.   

Pros of Penetration Pricing:

  • It can provide you the opportunity to gain market share quickly and take clients from your competitors.
  • It allows you to see if there is a desire for your services in your area.  

Cons of Penetration Pricing:

  • You may operate at a loss with this pricing method unless you can sell your clients more services or keep your costs incredible low.
  • You risk creating unloyal clients that will move from offer to offer instead of staying with your business over the long term.

Economy Pricing

This is what Wal-Mart and other high volume discount providers use in their business.  It requires you to work off lower margins and high volume.  Planet Fitness is a good example in the fitness world.  

Love it or hate it, this method can work.  It’s certainly a different strategy than most trainers want to focus on though.

If you choose Economy Pricing you’re most likely going to cut all the extra benefits and reduce the level of service you provide.  I’d imagine that to survive you would simply be providing a place for people to workout.  You wouldn’t require a highly skilled staff and you wouldn’t provide extra benefits like accountability, nutrition or even much coaching/individualization with this method.

However, if you look at some group exercise classes it would seem that you could get this method to work if you could market well enough to get the volume.

Pros of Economy Pricing:

  • You will be able to target a large market due to low costs to join your program
  • It can be easier to run and staff due to the lower level of service needed

Cons of Economy Pricing:

  • You have to constantly work to keep your expenses down to maintain your margins
  • You will have competition that tries to undercut your pricing
  • You have slim margins that leave little room for error
  • Customers may not be as loyal to your business as those paying a higher price.

Value Based Pricing

Setting your prices at the perceived value to the client is known as Value Based Pricing.  Your expenses, margins and market prices are not taken into consideration with this method.  

Typically this type of pricing results in higher prices for the client and higher margins for the business owner.   The trick is getting your clients to understand the value and be willing to pay for it.

Specialists and niche markets often use Value Based Pricing.   If your training business has a smaller niche market or specializes in delivering a specific result this may be a method you can apply.  

It is possible to increase the perceived value of your services with good marketing and sales presentations.  The concept is explained in my post titled “Should You Offer A Trial?”

An example of this method is focusing your training programs on helping people get ready for a fitness competition, bodybuilding show, or photo shoot.   You can charge a premium if you deliver the results but your market will be small.   These people see the value in your training or prep services but others may not.   

This pricing method is the most commonly used, but not recognized by trainers.   

Pros of Value Based Pricing:

  • You will enjoy high prices and profits most of the time with Value Based Pricing.
  • There’s a good chance that you’ll build a very loyal customer base if your service produces the results that your clients want.

Cons of Value Based Pricing:

  • It may require that you use highly skilled team members to deliver your service to get the results that you are promising which can drive up your costs.
  • By pricing yourself at the high end of the market and specializing you may have a smaller market to service.
  • Your competition could provide comparable service at a lower price, stealing away your clients.

Premium Pricing

This method has you pricing your services higher than the rest of the market with the expectation that clients will buy it simply because it’s the highest price option.  The expectation is that the quality of the service matches the price.   Though that’s not always the case.

Marketing is a must with Premium Pricing.  You have to be able to attract the right clients and portray a high perceived value in your marketing.

Often times products or services that follow a Premium Pricing model have the perception that it is a luxury.  Think First Class Seats on a plane, a Bentley, etc.    

If you have a limited amount of space in your program Premium Pricing may work for you as well.

An example of this method would be charging $999/mo for a fitness concierge service to high powered executives and entrepreneurs that want a one stop shop for their fitness & nutrition needs.  You would train them 3-5x per week, organize meal preparation/delivery, schedule recovery activities like massages and be on call to help them as needed.  

Pros of Premium Pricing:

  • You can expect high margins for your services.
  • It can be tough for a competitor to come into your market if you get a head start on them.  

Cons of Premium Pricing:

  • Marketing costs are high.  You have to find the right clients and create the impression that you are a luxury brand.
  • There is a smaller market for most premium services.
  • Losing a premium client could have a big negative impact for your business and replacing them could be a challenge.

How to pick the right pricing strategy?

To determine the pricing strategy that may be right for you and your business it’s best to start by looking at your long term vision.  

What do you eventually want to accomplish with your business?  What’s the end goal?

Now, what do you want to accomplish in 3-5 years?  What does your business look like?

The key is picking the pricing strategy to get there.  

If you want to have multiple facilities and help thousands of people you probably shouldn’t go with Premium Pricing.  

For most fitness businesses Value Based Pricing will be the most successful route, but you should also take the principles that make Cost Plus Pricing successful.  You want to understand your expenses and set yourself up to be as profitable as possible.

You may choose to start your business with a Penetration Pricing method and then move to Value Based Pricing once you are off the ground.  

It’s also important that you take into account the skills needed to make each pricing method work. Marketing being the primary skill needed to make most of these methods effective.

Lower cost methods require marketing to hit the volume that you need to be successful.  Higher priced methods require you to market the value of your programs clearly to attract clients that are willing to pay more.

You can see there are several paths to hit your end goal.  My job here is to lay out your options and give you a few things to think about to make the best decision.


Perfect Pricing Formula

Discover a simple formula to help you price your training programs by following the steps in our In The Trenches Training Module: Pricing Right – How To Determine The Correct Price For Your Services.  

Get instant access to 40+ modules and Fitness Business Curricula series to help you grow your business inside The Academy.

Test drive it for just $39 today!

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ArticlesFor Business OwnersStage 1
[ December 26, 2016 by Natalie Walkley 0 Comments ]

How to Create a Buying Atmosphere (and close more sales)

All fitness business owners (or anyone working as an independent contractor) know that sales is a crucial part of owning a fitness business. In fact, it can make or break a fitness business’ success. So if you are going to do any amount of sales in your job, then it is absolutely critical that you know how to create a buying atmosphere. Learn how today.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ December 15, 2016 by Guest Blogger 4 Comments ]

7 Sales Tips from Fit Pros Who Crushed Their Sales Goals

The most successful fit pros know that sales is a huge part of having the type of business that you want. In this article, we asked 3 fitness business owners (who crushed their sales goals) to share their most helpful fitness sales tips to help other people do the same.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ December 12, 2016 by Fitness Revolution 0 Comments ]

3 Things You MUST Do After a No Show for a Consult

It happens to everyone…the dreaded no show! When it does, and it will, you can take a few simple steps to try and re-engage your potential new client so that your time isn’t wasted.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ December 9, 2016 by Natalie Walkley 1 Comment ]

Why You Need a Sales Script

A lot of fitness professionals shy away from using a sales script because they fear sounding inauthentic (or even sleezy!). In this article learn the benefits of having a sales script, and get a few tips on how to make it work for your business.

ArticlesFor Business OwnersStage 1
[ December 5, 2016 by Fitness Revolution 0 Comments ]

5 Things Preventing You from Closing More Sales

Every lead you get is valuable! You work hard and even spend money to get a lead, so it’s critical that you do your best to make sure as many as possible become a client. If you want to improve your closing rate and sell more training, make sure you avoid these 5 things.

ArticlesFor Fitness ProsStage 1
[ September 19, 2016 by Fitness Revolution 0 Comments ]

The Art of Non-Selling Sales

In a small business almost everyone is involved in selling. You may not know and you might not like it but it’s the truth. Learn how to be a great salesperson at non-selling sales without being salesly.

ArticlesFor Business OwnersStage 1Stage 2Stage 3Stage 4Stage 5
[ September 14, 2016 by Fitness Revolution 0 Comments ]

9 Reasons Your Business Isn’t Growing

Sometimes your business will stall out and growth will come to a screeching halt. That leaves you frustrated and confused about what to do. And the answer isn’t more of what you’re already doing. Discover the 9 reasons your business isn’t growing and create a plan to rediscover growth.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ June 8, 2016 by Fitness Revolution 6 Comments ]

How To Create A Great Offer

Do you ever wonder if your programs are really speaking to your target market? Are you sure that you’re attracting people that you want in your program? Many businesses struggle to communicate their offer clearly to their audience and thus they fail to convert. In this article you’ll learn how to create great offers for your programs.

ArticlesFor Business OwnersStage 1
[ May 24, 2016 by Fitness Revolution 0 Comments ]

How To Overcome Objections

You get them all the time…objections. Basically excuses why someone can’t join your programs or pay for your training. However, there are ways to overcome them and in this article you’ll learn the top 3 ways to overcome objections.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ May 23, 2016 by Fitness Revolution 2 Comments ]

10 Questions to Ask During Every Sales Consult

A great sales process includes a lot of questions to ensure you’re getting to the REAL reasons someone wants to buy your services. In this article you’ll discover the 10 questions that MUST be in every sales consult you have with a potential client if you want to close more deals.

ArticlesFor Business OwnersFor Fitness ProsStage 1
[ April 26, 2016 by Fitness Revolution 0 Comments ]

6 Sales Tips To Close More Clients

Nothing happens until after the sale! You can’t help your clients until they have joined your program. In this article you’ll discover how to optimize your sales process using 6 simple tips from sales expert Ryan Ketchum.

ArticlesFor Fitness ProsStage 1
[ January 27, 2016 by Fitness Revolution 2 Comments ]

4 Keys To Creating a Program Design System

Most trainers struggle to create a program design system that fits their business. So what are the 4 keys to getting client results?

ArticlesFor Business OwnersStage 1
[ November 17, 2015 by Guest Blogger 0 Comments ]

The Cost of Core Values

Inevitably, there are trade-offs fitness business owners have to make in building a successful business. This article takes a look at the costs associated with core values.

ArticlesFor Business OwnersStage 1
[ October 26, 2015 by Guest Blogger 1 Comment ]

Close Every Sale by Tailoring Your Tactics

Do you have a one-size fits all approach to closing new clients? In this article, Nathan Miller discusses how DiSC profiles can help you tailor your sales tactics to close more sales (and get more clients!).

ArticlesFor Business OwnersStage 1
[ July 22, 2015 by Nick Berry 0 Comments ]

Defining the Core Offer for your Fitness Business

Defining your Core Offer is the foundation for creating your local marketing and sales plan. Learn what to consider when finding “the one.”

ArticlesFor Business OwnersStage 1Stage 2Stage 3Stage 4Stage 5
[ July 13, 2015 by Nick Berry 0 Comments ]

7 Signs of a High Performer

Inside of every high performing business there’s a high-performing owner.

For you to get the most out of this article I need to tell you something: Ryan and I have been posting about the Fitness Business Alignment System™ and the role it can play in your building a high-performing business.

This post is about the other key ingredient in the formula for a high performing business – a high performing YOU.

The distinction is critical, and you’ll see why by the end of the post.

The 7 Signs of a High Performer

#1: They meet their commitments.  

On anything from making good on payments to giving their word, they recognize the importance of a commitment. If life gets in the way, like it does for all of us, a high performer owns failures and works to make them right. One of our Core Values is “We do what we say we’re going to do”.  We want to instill in our team that maintaining commitments is non-negotiable. It’s no accident that high performers are known for their dependability.

#2: They are open to criticism.

They usually aren’t the person who has a reason ‘why’ for everything; they’re usually the person who has an example of how they made a mistake and how they’ve learned from it. Learning from mistakes and accepting feedback is one of the biggest factors that separates high performers from the rest.

#3: They are life-long learners.

Down to their core. It never shuts off with them. They may not even realize how much they are absorbing from everything that’s going on around them – but they do recognize the importance of always learning.

#4: They are up to the challenge.

If you put a high performer among peers, they are going to respond by upping their game.  They become more focused, more diligent, and more responsive.

#5: They recognize all aspects of their health.

This does NOT mean that they are always at peak levels. I would actually say that the key lies more in them being able to effectively manage themselves at less-than-optimal levels, and minimizing the effects of being less than optimal.

#6: They respect the needs of the business.

They don’t let a weakness of theirs become a neglected area of the business. High performers know that it has to be done, and they make sure that it is.

#7: They make all of their decisions with the long and short term in mind.

It doesn’t mean they are always right – it means they are always working to align the short term with the long term. Another way of saying this is that high performers can see the detail without losing sight (or alignment) with the big picture.


 

You’ll notice that all of these signs of high performer are behavioral.  There’s nothing on this list that one person may be born with that another is not.  There’s no mention of IQ, appearance, SAT score, or any type of benchmark or score. They are all things that we can do. If we don’t “do” these things naturally, they are behaviors that we can cultivate through the forming of good habits.

You have control over all of the things that define a high performer.

High performance can mean different things to different people, but the constant for everyone is that it’s driven by how you think and act.  (You might also note the contrast in the high-performer and the ‘at-risk’ owner from a recent post.) The most important lesson that I’ve learned from surrounding myself with high performers isn’t a metric, number, checklist or strategy but learning how high performers think and act.

The high-performing YOU is built on the foundation of how you think and act.

A high-performing business has to be built on a foundation of certain functional pieces, and those pieces have to be measured. That’s not the case when we’re talking about the high-performing YOU.  The high-performing YOU is built on the foundation of how you think and act.

The tools are there. What we can’t do is make your mind up for you. You have to do that in order to build your high-performing self and your own high-performing business.