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For Business OwnersStage 3Videos
[ March 14, 2019 by Fitness Revolution 0 Comments ]

How To Master Your Fitness Business Growth: Increase Sales & Profits With Strategy

Let FR show you how and when to hold planning sessions that will propel your business forward and help you see faster results.

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ March 12, 2019 by Fitness Revolution 0 Comments ]

10 Keys to a Successful Fitness Business

One of the fastest ways to grow your business is to look at what others have done to grow and find success in theirs. That doesn’t mean you copy exactly what they do, or that your business has to look exactly like their business…

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ February 26, 2019 by Fitness Revolution 0 Comments ]

3 Keys To Developing Stronger Systems For Scaling Your Fitness Business

Growing, or scaling your fitness business isn’t easy. It takes more than a FB ad, a couple checklists and great training. If you would look at many fitness businesses that have found some success, usually in the $10,000/mo-$25,000/mo revenue range, there is one thing that really holds them back…systems.

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ January 22, 2019 by Fitness Revolution 0 Comments ]

4 Ways To Get ‘Unstuck’ In Your Fitness Business

When your growth stops how do you get ‘unstuck’ in your fitness business? There are 4 key areas you need to focus on as the business to kickstart your growth again.

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ January 8, 2019 by Fitness Revolution 0 Comments ]

3 Fitness Business Mistakes To Avoid

Don’t make these 3 critical fitness business mistakes if you want to maximize your growth and get fast results.

ArticlesFor Business OwnersFor Fitness ProsStage 2
[ December 4, 2018 by Fitness Revolution 0 Comments ]

3 Steps To Improve Your Marketing & Get More Personal Training Clients

The fastest way to help more people is to learn how to attract more of them into your personal training business. If you’d like to get more personal training clients for your business, and who wouldn’t, then marketing is critical.  

Let’s assume you have the required credentials, certifications or education to deliver great results (and that you are doing it with the clients that you have now). You won’t extend your reach, help more people and, in turn, make more money if you don’t learn to promote yourself and your business.  

There are 3 simple steps you can take to improve your marketing and get more personal training clients! Keep reading to find out what they are…

Get Clear On Your Ideal Client

The power of identifying your ideal client isn’t in having a nice avatar or profile to add to your business strategy. You get the biggest benefit by learning how to understand the pains, challenges and fears that your Ideal Client deals with on a daily basis.

Luckily, your training programs solve those problems for them!  

Here’s a short list of info you need to build into your Ideal Client Profile:

  • Name
  • Age
  • Family
  • Occupation
  • Income
  • Home Type
  • Neighborhood/Subdivision
  • Hobbies
  • Activities
  • Pains
  • Goals
  • Challenges
  • Fears
  • Objections

Build Your Ideal Client Marketing Plan

Now that you are clear on who you are marketing to and what problems you can help them solve with your training programs getting your marketing in front of them will be much easier.  

A great marketing plan will include marketing activities that work to get the attention of your Ideal Client and motivate them to take the next step with you. This plan also needs to be diversified. You don’t want to rely on one source of leads to get more personal training clients.

You should have an internal, offline and online marketing activity in play at all times. The minimum acceptable is one activity per channel. The perfect amount of marketing is the amount that helps you reach your sales and growth goals.

Figure out how you will get your marketing message out to your Ideal Client. This includes referral programs, social media, Facebook ads, networking, public speaking, writing, podcasts, etc.

When creating your marketing plan consider how your Ideal Client will see your marketing and what you’ll ask them to do to take the next step with you. It’s easy to say you’re going to write blogs for your marketing, but if no one sees the blogs you write they aren’t going to produce for you.

The most effective marketing activities usually require the biggest investment of your time, energy or money. For example networking is still very effective (when done right) but it requires time or Facebook ads can get you a lot of leads but require a financial investment.   

Measure Your Results

There’s no way to know what is working or how to speed up your growth if you don’t measure your results. Tracking your leads, where those leads come from and your conversion rate from lead to client will give you a lot of insight into your marketing.

Remember, the real outcome we want to achieve with marketing is more personal training clients. Getting 1,000 leads is great, but not if none of them become clients.   

You want to be able to look back and know what marketing activities brought in the most leads, which produced the most clients, and your overall conversion rate. With this information you can identify bottlenecks or key areas to improve your marketing and sales.

The Best Plan Needs Action…

A perfect marketing plan is only good if you implement. Imagine creating the perfect workout for your client, guaranteed to get them the results they want in record time, but they didn’t show up to the gym to actually put in the work.  

They end up with the same poor results they’ve always got from training, right?  

That’s how many fitness business owners treat a marketing plan. They create it, spend time building a marketing calendar and never get out to actual market!  

If you need some help creating a great plan and a little accountability to ensure you implement it schedule a complimentary call today where we’ll discuss your current marketing and put a plan together to get you more clients and increase revenues.

Schedule Your Call Now

 

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ November 26, 2018 by Fitness Revolution 0 Comments ]

How To Build A Personal Training Business: 5 Keys To Success

Running a personal training business is tough work! From the day you decide to start you will be faced with challenges, obstacles and difficult decisions that you’ve likely never thought about or been prepared to handle.

Taking action and implementing the following 5 key elements into your personal training business will give you the best shot for fast growth and success.    

A Sales System That Delivers Predictable Results

The fastest way to fail in your personal training business is not being able to get clients to pay you for your services. You have to be able to get clients to pay you, and pay you what you’re worth, if you want to grow.  

The first step is creating a system that you can use during your consultations that increase your chances of success with the sale. Here are 7 sales tips from fitness pros who have crushed their sales goals.  

A Marketing Plan To Generate New Leads

Learning how to implement marketing systems and put a marketing plan in place for your personal training business gives you control over your growth. You can’t survive off word of mouth marketing and referrals forever.  

The best marketing plan for personal training businesses is the Triple A Marketing Method. In less than an hour you can create a plan to attract more leads that is based on your strengths and allows you to focus your efforts on the highest return activities.

You have to take action if you want to get more clients. This plan show you how to get crystal clear on what actions to take.

A Productivity Routine

You don’t have an endless amount of time or energy to run your personal training business. The busy you get the tougher it will be to get it all done. This is why you need an operating routine in your business that allows you maximize your productivity.

Your productivity routine should improve communication within your business, allow you to stay focused on the most important projects and get more done in less time. If you feel like you are always running around with your hair on fire your current routine isn’t working.

Delegate Lower Level Tasks

Every minute you spend on a task that keeps you from marketing, selling, training or falls outside of your highest priorities as the business owner is lost opportunity. It’s costing you money!

Enter the skill of delegation. From the solopreneur to the business owner with a large team delegation is a skill that must be developed and implemented to grow the business. There will be a time where you’ll have to ‘wear all the hats’ in your business, but it shouldn’t last long.

Systemize & Scale

Developing systems and scaling a personal training business is often misunderstood. These are typically buzzwords that get thrown around in the industry.   

Systems are a set of tasks completed to deliver predictable results. However, systems shouldn’t be built out so in depth that they hinder the people trying to implement them. The systems you put in place should empower the people running them to do their job more effectively.  

Here’s a short article showing you how to create systems using the 20/80 rule.

To scale you need to be able to replicate those predictable results your systems create.  That requires that you hire the right people or outsource the right tasks so that others are getting results for you.

BONUS: Get A Coach

A business coach can help you get results faster.  They will have the experience and expertise to know what questions to ask you, understand the solutions to your problems, and teach you how to think like a business owner.  

Having a coach is like having a cheat code for a video game.  It removes a lot of the obstacles that keep you from having success.  Your clients hire you to help them devise a plan to reach their fitness goals and a business coach can do the same for your business/personal income goals.

If you want to see how a coach can help or where to start click the button below to schedule a complimentary call…

Schedule Your Call Now

For Business OwnersStage 4Videos
[ August 9, 2018 by Fitness Revolution 0 Comments ]

How to Hire, Train & Retain Your Team of Superstars

Every business owner starts off thinking they are the only one that can trainer their clients, run their business and get stuff done. The “only me” mindset will keep you trapped as a business owner. You’ll eventually be capped by your time, stressed by the to-do list that piles up and frustrated from having to decide to take that vacation or get paid.

Luckily, you can watch this quick video and learn how to hire, train and retain an awesome team for your business!

Create Long Term Success With Your Fitness Business…

If you’d like to talk to a member of the FR Team to get some help with your business challenges click the button below and schedule your call today!

Schedule Your Call Now

 

For Business OwnersStage 3Videos
[ August 2, 2018 by Fitness Revolution 0 Comments ]

Developing Systems For Your Fitness Business

Discover how to set up the right systems in your business without creating a 200-page operations manual that never gets used. Fitness business systems should empower the people in the business not replace them.  

Using a proven strategy for determining the right systems and simple process for building them can alleviate a lot of the headaches and frustrations you face in your business. Let us show you how to do it in the video.

ArticlesFor Business Owners
[ July 10, 2018 by Fitness Revolution 0 Comments ]

10 Reasons You Need To Be At The Elite Fitness & Performance Summit 2018

If You Ever Wondered What It Takes to Create A High Powered, Cash Generating Fitness Business That Allows You To Live The Life You Want, You Are Not Alone

A world-class fitness business that pumps out predictable revenue and doesn’t drive you insane trying to manage all the chaos is a fantasy that many fitness business owners and fitness pros only dream of. Having a multiple six, maybe even a seven-figure fitness business can seem like an unattainable business target only achievable by the superhumans you see on social media.   

While contemplating multiple locations, building sales funnels and taking several weeks off to spend time on vacation with family may seem like goals for the elite, many fitness business owners struggle with the day to day challenges of running a business. If you resolved those issues you could create a substantial impact on your business, growth, and career.

  • How do I attract more quality leads and build my business with Ideal Clients?
  • How do I sell my training at the price I deserve without selling out and being a sleazy salesperson?
  • How can I automate more of my business so that I don’t have to spend 18 hours a day running around with my hair on fire trying to manage the chaos?
  • How I can predict my sales and profits so that I can run my business?
  • How can I build a reliable team of ‘A Players’ who help me grow my business and build my culture?
  • How do I lead a team and become a fitness entrepreneur?

The answers to these questions elude most fitness business owners for their entire career.

That is, until now…

For the past 12 years Fitness Revolution has been helping fitness business owners implement strategies that grow their business and develop the skills needed to reach their full potential as a fitness entrepreneur. From the startup fitness business to well-known gyms that appear in the Men’s Health Top 10 Gyms list, FR has helped them all.   

Many fitness business owners wonder how they can achieve more in their business without having to kill themselves doing it. Because of this, FR hosts the Elite Fitness & Performance Summit each year to provide you with TWO full days of strategy and innovation for your business.

If you’ve have ever wanted to the chance to learn from the best in the industry join the Fitness Revolution Team and our top industry experts to learn how to IMMEDIATELY transform your business with more sales, greater efficiency, and more profits, YOUR opportunity has finally arrived…

Book Your Ticket Now

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ March 27, 2018 by Fitness Revolution 2 Comments ]

Transforming From Fitness Pro to Business Pro: Growing A Successful Personal Training Business

Want to build a personal training business that provides you the income and freedom you want without sacrificing your values? Most ‘gurus’ would tell you to build a lifestyle business, maybe take things online, or some other form of that bad advice.

Somewhere along the way being a business owner that has a brick and mortar personal training business was bad. It’s as if you gave yourself a life sentence of working 18 hour days and being broke.

That’s simply not true! You can make a six figure or more income, not just revenue, from your personal training business if you take the right approach. This approach requires that you make the scary transition from fitness pro to business pro.

The transformation is only scary because many fitness pros jump right into it without a plan and without a clue of what’s really needed to become a business pro. The unknown is what scares us.

Think of it like this…

Your clients are scared to start their fitness journey because the things they’ve tried haven’t worked and they don’t know what to do next.

The exact same applies to you as a business owner. You’ve probably tried a lot to grow your business or escape the endless cycle of chaos in your business. If it didn’t work well, or you’ve found yourself back in that cycle, what’s next?

Creating a plan for a successful personal training business is a lot like designing a great program for your clients.

You must assess your weaknesses, identify your strengths and then develop a plan that helps you accomplish a clear goal. Instead of trying to tackle everything at once, you focus on a 4-12 week program that puts you on pace to hit your long term goals and adjust your programs when needed.

Prescribing a training program and nutrition plan that will help a client lose 20 lbs is easy for you. The steps are clear and the path is obvious. But, when it comes to ramping up sales, building systems and developing into a leader that clarity is lost.

We’ve laid out the steps in The Journey Of A Fitness Business Owner.

The final big factor in making a successful transformation from fitness pro to business pro is your mindset. Negative self talk and head trash can keep you from developing the skills and having the courage to do what is needed to become a successful business pro.

What’s holding you back? What is your next step in your own transformation from fitness pro to business pro?

Maybe it’s just getting around the right people and having the right plan laid out for you.

One guaranteed way to take a step forward in your transformation is to attend EFPS 2018! This is Fitness Revolution’s annual summit for personal trainers and personal training business owners who want access to the best info to grow their business.

Jump on our waitlist to get VIP pricing and early registration for this amazing event. Join us on September 14-15th in Indianapolis this year!

Get On The Waitlist

ArticlesFor Business OwnersStage 3
[ March 20, 2018 by Fitness Revolution 0 Comments ]

Mistakes You Make When Creating Systems For Your Fitness Business

Create More Efficient Fitness Business Systems By Avoiding These Mistakes

Having fitness business systems in place can make your life a lot easier as a business owner. Efficiency, effectiveness, and delegation are all possible because of systems, but you can also create more frustration and headaches by making some critical mistakes.

Getting Too Detailed

At first glance this seems odd, right? You want to create a system that gives clear instruction for the individual trying to complete it, but you need to avoid having a 3 page checklist for a simple system that should only require a few steps.

When you hire the right people and train them on the implementing your fitness business systems the amount of detail required is minimal. Remember, you get 80% of your desired result from 20% of the activities. Instead of trying to figure out every single detail about how an administrative assistant should reply to a customer and scripting it out, train them on the outcome you want and key steps to get to that outcome and let them work their magic.

Fitness Business Systems = Checklists

A system is NOT a checklist, it’s a method for getting an outcome. Systems require training, management and guidelines to be effective in your business. Simply handing someone a checklist for adding a new client to your CRM can get the job done, but you need to train them on being efficient, connect why it’s important to get it done right, and have a process in place for holding them accountable for doing it.

Set It And Forget It

Systems require management. Many fitness business owners create a system, hand it off and forget to ever check back in on it. This is the easy path, but it also creates the biggest opportunity for frustration. At some point, if you don’t manage the person that is supposed to use the system you will find out that something is wrong. It may not be getting done at all or it could be getting done really poorly.

To avoid all that make sure that you have checkpoints in place through weekly huddles with the individual or scorecard numbers that tell you if the system is being done properly. Getting ahead of an issue is much easier than fixing it after a few months.

Too Quick To Automate

A hammer works well with nails but it’s pretty ineffective at cutting wood. Automation is a tool, and when used in the right way it can make your life incredibly easy. However, if you try to apply automation to everything it will backfire on you.

Fitness business systems shouldn’t all be automated. We are in a people based industry and should rely on people to handle some of our systems. The system should support the person that is running it so that they can do their job more effectively.

It’s really frustrating to call into a customer support line and go through all the automated selections and identifications only to end up talking to a real person 20 minutes later that doesn’t have any of that info and asks you to provide again. That’s ineffective automation, having a person answer the first time could have solved the problem quicker and resulted in a happier customer.

Trying To Create All Your Systems At Once

Here’s one that will leave you tied up for months, frustrated and doing more work than necessary! Many fitness business owners try to create their entire list of systems at one time, essentially building an operating manual for their business.

Trouble is they get so caught up trying to figure out every last detail of what they will need that none of it ever gets implemented. You end up with a 100 page manual that’s pretty worthless.

Instead try tackling one system at a time. Build it, train your team on it, optimize it and manage it. Then move on to the next system. This will act like compounding interest for you as the business owner. Each system you implement will give you back a little more time to build more systems or focus on revenue generating activities.

What Systems Do You Need Right Now?

Take this quick business assessment to find out the biggest gaps in your business and identify the HIGHEST PRIORITY right now. After completing this 5 minute assessment you will have clarity on where you can apply systems to optimize your business. It’s 100% free, just complete the short form to download now.

Download Now

For Business OwnersFor Fitness ProsStage 3Videos
[ March 15, 2018 by Fitness Revolution 0 Comments ]

How To Free Up More Time For Growth

Effective Delegation For The Fitness Business Owner

As you grow your business and become more successful as a fitness pro the tasks start to pile up and you can’t get them all done effectively.  Your time should be spent on high return, revenue-generating activities, but instead, you’re tied up with simple tasks.

Delegation is the answer to your problem, but you need to do it effectively if you want to maximize your success!  This skill requires two components to be done well.  Discover how to delegate effectively and free up more of your time in this short video.

 

 

The Academy Shows You How To Delegate With Ease

ArticlesFor Business OwnersStage 3
[ March 13, 2018 by Fitness Revolution 0 Comments ]

5 Business Skills For The Fitness Business Owner

5 Skills That Will Take Your Business & Career To The Next Level

Success in the fitness industry relies on your ability to deliver great results to your clients. Over time you’ve developed skills and learned new techniques to be able to create programs and coach your clients to success.

Growing and running your fitness business, whether that’s a studio or as an Independent Contractor, also requires skill development. You can’t expect that being a great coach and trainer automatically results in business success.

Here are 5 skills that you can begin developing right now if you want to see more success with your fitness business.  

Fitness Business Owner Skill #1: Communication

Great communicators can motivate, lead and manage teams. As a business owner you’re success and growth will rely heavily on your ability to communicate with your clients, your team and your market.  

It doesn’t matter if you’re an extrovert or introvert, great communication skills need to be developed. This includes both written and verbal communication.

Solid communication can compensate, at least for a while, for not having all your systems in place and learning how to be a great manager-leader in your business.

Fitness Business Skill #2: Management

Your ability to build and manage a team will determine how fast and how large you can grow your business. You can’t do it all forever!   

Trying to avoid developing your management skills will leave you and your team frustrated. The lack of clarity and accountability will ultimately repel great team members from your business and you’ll end up with their jobs back on your plate.   

Management requires you to create structure for your team, properly train them to do their job well, provide them support when needed and hold them accountable to producing results.

Fitness Business Skill #3: Priority Management

This can be exchanged with time management, but I prefer this term. We all struggle with getting enough done in our day and have to choose what may get left undone at the end of each day or week.  

The only good way to assess what you may or may not focus your time and energy on is by learning how to manage your priorities. It’s the difference between staying busy and being productive. Busy simply means you were working, productive means you were working on the most important things.  

Using tools like the Priority Tracker and following our Annual and Quarterly planning cycles allow you to strategically select your top priority goals and keep them front and center each day.  

When you know your priorities you can filter your opportunities and develop your “no” muscle.  Saying “no” will eventually be more important than saying “yes”, but it takes time to learn how to do it effectively.

Fitness Business Skill #4: Delegation

You gotta let go!  Have you ever hired someone to do a task, got really frustrated because they didn’t do it well and then took it back because “you could do it better the first time”?   

That’s a surefire way to get burnt out and overworked!

It’s one thing to say that you delegate and it’s another to do it well. Most fitness business owners end up delegating tasks out of frustration.  You get overworked, end up buried in tasks and then decide to find someone else to dump all your “extra” work on so that you can get it off your plate.

Don’t treat delegation like a bandaid.  Delegation should be a permanent solution.

When you take a little extra time to delegate properly you can give the right tasks to the right position for good.

Fitness Business Skill #5: Accepting Coaching

Trying to figure out this whole fitness business thing on your own is difficult, maybe impossible.  You’ll need to look for some outside help to grow as a business owner and entrepreneur. That may be from mentors, coaches, books or even podcasts.

The key with any of these growth resources is being able to accept coaching and a willingness to change. Many fitness business owners who have found a little success think they can figure it all out on their own.

You might think that you need to recreate the wheel or that your business is different so it requires a more specialized solution. Maybe you choose to ignore all the signs appearing in your business telling you that you need to work on a skill that’s uncomfortable for you.

The business owners that are able to accept coaching and fail forward are able to grow faster.

Get Access Our Fitness Business Owner Training…

What if you could get your Fitness Business Owner MBA while still running your business AND do it for just $39/mo?

That’s exactly what you’ll get inside The Academy, the top rated online training program for fitness business owners.   Inside you’ll get access to our entire library of business curriculum, training modules and resources designed to make your business better and life a little easier.

 

 

For Business OwnersStage 3Videos
[ March 8, 2018 by Fitness Revolution 2 Comments ]

5 Keys For Fitness Business Success

Increase Sales, Profits & Performance By Discovering These Skill Sets

Making the transition from trainer to business owner is challenging.  You’re going to face numerous roadblocks and challenges along the way, probably even fail a few times.

That’s all part of the process!  Here are 5 keys to building a successful fitness business…

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Complete the application below to schedule a complimentary coaching call with a member of the Fitness Revolution team to figure out how we can help you reach your biggest goals faster!

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ArticlesFor Business OwnersFor Fitness ProsStage 1Stage 2Stage 3Stage 4Stage 5
[ 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.

ArticlesFor Business OwnersStage 3Videos
[ March 1, 2018 by Fitness Revolution 0 Comments ]

Developing Systems For Your Fitness Business

If you had systems in place for your fitness business would it be a lot less stressful and frustrating?

The thought of creating systems can be overwhelming, so instead of starting with an operations manual or 1,000 checklists here’s a better process for you to get started using today.

Let us help you create systems to optimize your fitness business…

Complete the application below to talk with a member of the Fitness Revolution team about helping you optimize your fitness business.

FREE 60-minute Coaching Call Application

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ArticlesFor Business OwnersFor Fitness ProsStage 3
[ February 27, 2018 by Fitness Revolution 0 Comments ]

Building Better Systems For Your Fitness Business

How To Use the 20/80 Rule To Create Fitness Business Systems

Systems…they are like Bigfoot or a unicorn.  Every fitness business owner is chasing them, working to put them in place, but very few have actually succeeded in defining and implementing them well.   They are a mysterious component of a fitness business that seems to always be just outside the reach of most fitness business owners.

Without systems in place, you will be reliant on either doing everything yourself or hoping that your people can figure it out.  Both of those situations put you on the fast track to burn out.

There’s got to be a better way, right?

Fitness Business Systems The Easy Way

Before we dive into systems we need to address the elephant in the room…

A system is NOT JUST a checklist of tasks to be done.

Let’s zoom out really quick, okay?   Without getting caught in the details of all the checklists and tasks that must get done in your business it’s important to note the 20/80 rule.

The rule states that 20% or your actions will deliver 80% of the desired results.  It’s likely that 20% of your clients make up 80% of your profits, 20% of your program design system delivers 80% of the results you get, etc.

Every business has a set of common processes that are required for them to operate and be sustainable.   You need to get leads, sell services/products, deliver those services/products and manage your finances.   While there are many different approaches to fulfilling those process, they all must be done for a business to be successful.

The Core Processes in your business are the 20% that make up 80% of the business activity.

A few examples of these Core Processes are:

  • Marketing Process
  • Sales Process
  • Service Delivery Process
  • Retention Process
  • Accounting Process
  • Human Resources Process

Simple Fitness Business Systems Deliver Big Results

Identifying your Core Processes isn’t enough.  Now, you need to zoom in a bit closer to figure out how each of these processes gets completed or delivered in your business.  Remember, avoid creating a checklist (at least for now) and keep things really high level.  Trust me, you’ll have a lot more success by following this method.

For each of your Core Processes document a maximum of 5 steps for each.

Here’s an example of the Marketing Process:

  1. Create Your Core Offer
  2. Define Your Ideal Client
  3. Local Market Positioning
  4. Build Your Core Marketing Funnel
  5. Create Your Triple A Marketing Plan & Marketing Calendar

These 5 steps would put any business owner in a great spot to go get leads for their business.  But, it’s not a checklist or step by step blueprint for running a lead generation campaign.

Each of these 5 steps would eventually need to be broken down into smaller steps and eventually, checklists or step by step instructions would be developed and documented for each of them.   The key is not doing that until it’s absolutely needed.

Building Out Your Fitness Business Systems

If you try to build out all of your systems at once there’s a good chance you’re going to struggle through this process.  It’ll leave you stuck and frustrated with your business for a long time.  Instead, take a similar approach you would use with a client through their training process.  Complete an assessment, identify the #1 problem and then take the time to focus on creating the process that will solve that problem for good.

If you did this each quarter, and let’s say you got 2 processes and systems developed and documented in your business, that would equate to 8 big problems solved.  How would your life and business be different if you got rid of 8 big problems in the next year?

From there you can evaluate your systems each quarter to make sure that things are working the way they should for your business right now (they will never be perfect, and that’s okay).

Want help building out your Fitness Business Systems?

Trying to get this all accomplished as a business owner by yourself is a challenge.  Often times you need an experienced coach and the right set of tools to help you navigate the craziness that you experience every day and identify the biggest needs in your business.  We’d love the opportunity to talk with you and figure out if we can help you implement better systems in your business and help you get to the next level.

If you’d like the opportunity to talk with a coach here’s what you need to do:

Step 1: Download Your Fitness Business Assessment (Click The Button Below) 

Step 2: Schedule Your FREE Coaching Call 

Step 3: Implement and Take Action!!!

Get Your Business Assessment

ArticlesFor Business OwnersStage 3
[ February 19, 2018 by Fitness Revolution 0 Comments ]

How To Build Systems To Automate Your Fitness Business

You know that gigantic to-do list sitting at the side of your desk, or worse lingering in your head, waiting to get done. It’s probably full of tasks that you need to delegate or automate! But, you can’t do that without creating systems that run your fitness business.

Once you begin to figure out how to bring in new clients your challenges shift. Now you face the issues of having to wear all the hats in your business and be everything to everyone. The more clients you have the more time you spend programming and training.

Something has to give, right? Well, we can’t magically add more hours to your day and even if we could that’s not the answer. Hard work and hustle will get you to a certain point, but you can’t do that forever.

How (and what) do you automate and delegate in your fitness business so that you have more time to work on the business instead of being trapped working in the business?

3 Key Systems To Delegate In Your Fitness Business

One of the first things that many fitness business owners try to get rid of is marketing and sales. Because you don’t love doing, or maybe just don’t understand it, you try to hand it off to someone. Trouble is that you rarely will find someone to market or sell as well as you do (if you have some simple processes in place) and if you do find that person they usually require a significant investment (read that as they get highly paid!).

Now, that doesn’t mean you should do it everything yourself, but don’t hand off all the marketing and sales responsibilities to someone else.

Facebook Advertising

If you are going to delegate anything with your marketing the first step would be to have an expert run your Facebook ads for your business.  Free up the time you would spend learning how to create images, landing pages, target your audience and build out funnels and invest it back into converting the leads that you get from your FB ads.

Lead Engine Marketing is the perfectly solution for a fitness business owner who sees the value and is ready to invest in having an expert run their FB ad campaigns.

Before you leverage a marketing agency or service to get you leads make sure you have the following in place:

  • Lead Tracking
  • Follow up systems or scripts
  • Sales Process

While the leads can be driven to your business they will require work to convert into clients.

Administrative Systems

If you’re spending a ton of time on client follow up, basic administrative work and data entry it could be time to hire an administrative assistant.  But, before you do, make sure you have a documented list of follow up systems and processes for your new admin to follow.

Inside FR Coaching Programs we provide a complete administrative operations manual so that you don’t have to recreate the wheel or start from scratch.  

?Want to see if a coaching program could help you and your business? Complete Your Application to Schedule A Complimentary Coaching Call!

Your admin systems would include:

  • Managing new leads
  • Client Data Entry management
  • Client Follow Up
  • Customer Service

Imagine not having to confirm sessions, appointments, handle basic client questions, chase down a credit card or perform client follow up!  

Bookkeeping

The final basic systems that you should create and then delegate is your bookkeeping.  Typically you will go from a basic spreadsheet that tracks your finances and need to move into a software like Quickbooks.  

Simply using a software like Quickbooks and taking the time to set it up to connect with your bank accounts could save you hours of time.  

Here’s a quick list of things you need:

  • Manage the general ledger
  • Reconcile bank statements – deposits and payments
  • Enter vendor invoices for business expenses
  • Select vendor invoices for payment and write checks
  • Enter sales
  • Enter and track the cost of your assets
  • Process payroll, track/remit payroll taxes, prepare payroll tax reports
  • Prepare employee W-2’s at year-end
  • Prepare reports: balance sheets, profit & loss, and cash flow

Once you have this system in place, or if you need help setting it up hiring a qualified bookkeeper can be a great investment for you.    

Re-Investing Your Time For Growth

When leveraged correctly creating systems and delegating tasks will act like a multiplier in your business.  Your time will be worth more and the tasks you’ve handed off will be in the hands of competent individuals who can produce a better result than you.  

Now that you have systems in place you should be investing your time in the highest dollar per hour activities in your business.  You’re now doing more revenue producing activities that will help you grow and expand your business.

If you can’t quite figure out where to start with business systems, hiring or delegation it may be time for a little help.  There’s a blueprint for success ready!

For Business OwnersVideos
[ February 1, 2018 by Fitness Revolution 0 Comments ]

3 Ways To Optimize Your Fitness Business

Creating a less stressful, chaotic business moves up to the top of your priority list pretty quickly after you’ve learned how to generate leads and close sales.  At some point, the challenges that you’ll face in business end up being having too much on your plate to handle by yourself and how to build a team of people that can help you continue to grow.

If you’re willing to make the leap from fitness pro to business owner all of these challenges and issues are VERY manageable.  You just need the right pieces in place to help you create efficient systems and structure.

Check out the video below for 3 ways to optimize your business…

Sound good, but not sure where to start?

The Academy is the #1 resource for serious fitness business owners!  Inside you’ll get access to 3 complete curricula to help you manage your fitness business and monthly training modules to keep you up to date on ‘what’s working now’.   For just $39/mo you can’t lose by joining our fitness community!

ArticlesFor Business OwnersStage 3
[ January 23, 2018 by Fitness Revolution 0 Comments ]

How to Master Your Fitness Business: 5 Tips For Eliminating Chaos

You probably took some shortcuts when you first started your fitness studio, bootcamp or gym.  Money was tight and you did whatever it took to get that next client and increase your revenues to pay the bills.  As your fitness business grows and you mature into a business owner, not just a self-employed trainer, its critical that you begin to address some of these shortcuts.

Replicating yourself and the results you get for your business will be key for continued growth.  There are only so many hours in a day that you can spend working on or in your business.  As you become more successful it will be tougher for you to do everything in your business.

Mistakes can be very costly when you get to this stage in the game.  Bad hires can cost you thousands and inefficiencies can hold you back from ever reaching your full potential.  

The easy thing to do would be to tell you to “implement systems in your business”.

But, what in the heck does that mean?  Most fitness business owners who want systems come to me asking for done for you scripts or templates to implement in their business.   

Instead of asking for an instruction manual on running your business you’ll be better served to develop skills and implement a few concepts that will make things a lot easier for you as you continue to grow.

If you’re feeling a bit of chaos in your business, constantly scrambling to get things done but never really making any progress this list is exactly what you need.

Fitness Business Owner Tip #1: Create Your Organizational Chart

The very first step in adding to your team and growing your business is developing an organizational chart complete with positions in your business and responsibilities for each position.

At first this may seem pretty silly. It’s just you and one other trainer, maybe a part time admin. Why would you need a complete org chart?

That’s like saying someone is just getting back into exercising and doesn’t need a workout program. Sure, you could just go in and workout but things will progress a lot faster with a well designed training program.

Creating your Organizational Chart when you have a small team, or no team at all, is the best time to do it. You haven’t made the mistakes that many business owners make at this point and you give yourself a template for growth.

Learn how to create an Organizational Chart inside Fitness Business Mastery.

Here’s a look at an Organizational Chart template

Fitness Business Owner Tip #2: Clear Responsibilities

Hiring new team members, from a part time admin to a director of sales to a general manager, requires that you clearly layout responsibilities and expectations.  Not doing this from the start sets you up for a lot of headaches down the road.

The easiest way to create clear expectations with your team members and employees is through position descriptions.

The typical way a fitness business owner hires their first employee is:

  • Get overwhelmed and burnt out
  • Decide they need to offload some tasks
  • Hire someone to take on those tasks (plus whatever else they can throw at them)

This leads to no expectations for the owner or the new team member and a lot of frustration.  You’ll end up pushing whatever you don’t want to do at this person and hoping they get it done without considering what you actually need or what they are best suited to do. A better approach would be to use your Organizational Chart to create a positions description to fill a seat on the chart that can help take on some of the tasks and responsibilities in the business.

Discover a template for job descriptions inside Fitness Business Mastery.  

Fitness Business Owner Tip #3: Define Your Priorities

A lack of focus can burn you out quickly.  Without knowing what your priorities are its easy to get caught up in the routine of putting out fires and dealing with urgent, but not important issues that keep you from your most meaningful, productive work.   

Setting goals and using your position description Core Responsibilities as a guide will help you discover your true priorities.  And yes, even the business owner should have a position description for your role or roles in the business. 

As the business owner its critical that you know what the #1 focus of your time and energy should be at all times!  Your team will be looking to you for guidance and leadership.  If they see you scrambling all the time don’t expect anything different from them.

If you are using a system for planning your day and week, and it’s working, keep on using it. If you want access to our resources jump into Fitness Business Mastery.

It’s possible to create your own, but why do all that work when we’ve done it for you.

To help manage your day to day activities and keep the most important things at the center of your attention at all times we coach our clients to use a Priority Tracker.

The Priority Tracker is broken up in sections:

  • Weekly Highlights and Headlines
  • Rock Status
  • Metrics
  • Marketing Priorities
  • Daily Action Items
  • Misc Notes

Each section has its own purpose, but having all this information at your disposal keeps it top of mind and allows you to plan your day and week according to your biggest, most important priorities.

Fitness Business Owner Tip #4: Outsource Tasks & Services

We live in a time where it’s easier than ever to find someone who is great at a task and loves doing it to take on the work for you.  Using sites like Upwork to find skilled designers, editors, and virtual assistants can save you a lot of time and energy.

Services can also be outsourced to experts to save you time and energy.  The big plus to using outsourced services is that they can usually deliver a better result than you would get on your own.

If your business is ready, outsourcing services such as cleaning, bookkeeping and paid marketing, like Facebook ad management, can be a great investment.   

Tasks like blog updates, video editing, etc can be outsourced to individuals all over the world and save you a lot of time.  

Also consider using apps like Task Rabbit to find workers to do some upkeep in your gym or run basic errands for you.  

At some point the investment to get someone else to do it will be worth the time you get back to invest on your business.

Learn how to delegate and create simple processes to make this easy in Fitness Business Mastery.

Fitness Business Owner Tip #5: Hold Routine Meetings

As you grow and your team grows communication will become a challenge.  Having a routine meeting cycle for you and your team will help alleviate some of those challenges.

At a minimum you should be holding one team meeting each week.  Yep, every week you meet with your team and go through some specific numbers as well as talk about any issues going on in the business.

The keys to making this work are:

  • Meet at the same day and time each week
  • Have an agenda
  • Be prepared

Honestly, if you do those three things you’ll be off to a great start.

This seems tedious and unnecessary at first, but once you get into the groove you’ll wonder how you survived without it!  

Your meetings are designed to keep your business moving forward and ensure everyone is on the same page.  With the right set up and frequency it will eliminate a lot of confusion and chaos in the business.

Get a template meeting agenda and overview of all the meetings you should be holding in Fitness Business Mastery.

Business Mastery Doesn’t Come Easy

It took you years to develop into the coach and trainer that you are today.  The same effort, time and discipline need to go into becoming a High Performing Business Owner.  

However, you don’t have to figure it out on your own.  There’s a formula for running a great business.  You go to experts and get certifications to enhance your career as a trainer and coach, why wouldn’t you do the same for your business?

Our team at Fitness Revolution put together Fitness Business Mastery to give you a guide, a roadmap, for develop a great business.  If you’re ready to take the next step make sure to check out this awesome curriculum!  

ArticlesFor Business OwnersFor Fitness ProsStage 3
[ December 4, 2017 by Fitness Revolution 0 Comments ]

Your Annual Fitness Business Analysis

Evaluating Your Fitness Business Performance And Planning Your Next Steps

Success in business doesn’t happen by accident!  There’s a lot of hard work and planning that goes on behind the scenes of every successful business, no matter the stage you are in on your business journey.  That all starts with a Fitness Business Assessment.

When you’re caught up in the day to day running of your business, focused on just getting stuff done it’s easy to let planning slip by the wayside.  Who has an extra hour or two, let alone an entire day to set aside for planning out your next moves?

That thought process is exactly what keeps many fitness business owners stuck in the same old routine, getting the same old results.

At the end of each year and quarter you’ll want to block off a day to sit down, reflect on the past 3 to 12 months and begin planning your next steps.   If a day is too much to manage right now, give yourself at least 2 hours.

Trust me, this time you spend planning will be a worthwhile investment.  

Disclaimer: Your first planning session will be difficult.  There’s a good chance you’ll fumble through it.  Strategic Planning is a skill that must be developed, stick with the process.  

Our coaching clients find that having a Success Coach go through your planning with you makes things a lot easier.  It’s great to have an outside, expert perspective to help you.  

Want some help with this? Schedule a free coaching call today.

Prior to your Annual Business Review (the planning day), you’ll want to complete an assessment of your business.  This is a great exercise to go through with yourself, and your team if applicable, a few days prior to your planning session.  

Now, let’s get into the nuts of bolts of your Annual Business Analysis…

Assessing The Last 12 Months

It’s important that you look back at both the wins and losses in your business over the past 12 months.  Celebrate what went well and learn from what didn’t.

In your Annual Business Analysis ask yourself the following questions:

  1. What has gone well in the business in the past year?  
  2. What didn’t go well in the past year?
  3. What has gotten clearer to you about where you see your business in 3-5 years?

Departmental Reviews

After you have evaluated the overall performance of the business and areas for improvement you’ll want to zoom in and take a look at a few key areas of the business.  Each will be rated on a 1-5 scale and have a few clarifying questions to help you discover any blind spots in your game.

Finance

Which best describes your feelings on your business’s financial performance?

  1. I am unsure of how our business is doing financially
  2. I’m not happy with how our business is doing financially
  3. I’m okay with how our business is doing financially
  4. I’m happy with how our business is doing financially
  5. We’re doing well financially, and we are tracking all the numbers to prove it

After your rating answer the following:

  • What do you think is needed to make this a 5?
  • Do you review your financials monthly?
  • Do you have a budget in place?
  • Do you know how well your expenses compare to other similar businesses in our industry?

Marketing & Sales

Which best describes your feelings on your marketing and sales performance?

  1. I’m unsure of how our marketing and sales performance is doing.
  2. I’m not happy with our marketing and sales performance
  3. I’m okay with our marketing and sales performance
  4. I’m happy with our marketing and sales performance
  5. Our marketing and sales performance is strong, and we are tracking the numbers to prove it.

After your rating answer the following:

  • What do you think is needed to make this a 5?
  • Are your Local Market Positioning Statement and Differentiators clear and in use in all of your marketing?
  • Are you tracking all incoming leads?
  • Do you have a marketing calendar in place and followed in each quarter?
  • Do you know your ROI on leads from various lead sources?
  • Do you have a follow up process with leads that is used every time?
  • Are you consistently meeting your sales goals each month/quarter?

Operations

Which best describes your feelings on your product and service quality?

  1. I’m unsure of our product and service quality.
  2. I’m not happy with our product and service quality.
  3. I’m okay with our product and service quality.
  4. I’m happy with our product and service quality.
  5. Our deliverables are high quality, our customers are very happy and we’re tracking the numbers to prove it.

After your rating answer the following:

  • What do you think is needed to make this a 5?
  • Are you clear on what your Core Offer is?
  • Do you have a process in place that measures and ensures your customers are consistently receiving high quality service?
  • Do you have a process in place that collects feedback from customers?

Management

On a scale of 1-5 how would you rate your effectiveness as a manager?

  1. Not effective at all
  2. Rarely effective
  3. Average
  4. Above Average
  5. Very Good

After your ratings answer the following:

  • What do you think is needed to make this a 5?
  • Do you have regular and effective communication with your staff?
  • Do you and everyone on your staff regularly set and meet goals for themselves?
  • Do you measure the performance of everyone on your staff?
  • Do you have systems in place for hiring, training, performance improvement and staff exits?

What’s next…

After reviewing those specific areas of your business you’ll have a great idea of what is needed for you to take your business to the next level and meet your upcoming goals.

Get crystal clear by answering the following:

  • In order for the next year to be successful, list 2-4 objectives you need to accomplish and 2-4 metric goals you need to hit.
  • What areas do you need help in to meet these objectives and goals?

Next week we’ll take a deeper dive into the actual Annual Business Review and how to plan for a successful year.

If you’d like to get a bit of help going through this business analysis and talk to a coach to help you figure out what you need to do for you to have the best year ever apply for a FREE coaching call below…

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ArticlesFor Business OwnersFor Fitness ProsStage 3
[ August 9, 2016 by Fitness Revolution 0 Comments ]

4 Ways Systems Lead to Success in Your Fitness Business

Training and marketing are the headliners of the fitness business. It’s fun to talk about them and, most of the time, work on improving them. However, if you want a truly successful business you need a great supporting cast. That’s what systems can do for your fitness business! Support the fun stuff so you can get more done and be more successful.