This week’s guest is AJ Roberts. AJ is pretty well known in both the powerlifting world where he was a world record holder, but also the online marketing world where he works with some of the best in the world. I know you’re going to love this episode as we talk about both how to become a better fit pro, but also how to utilize the internet to expand your reach.
This week’s guest is Elias Scarr. Elias is the membership director for Results Fitness in Santa Clarita, CA. This episode takes a look at a lot of the stuff that Mike Wunch spoke to us about in episode #19, but from the sales/new member orientation side of things. After this episode you’ll have a great idea of how to utilize personality profiling, as they do at Results Fitness, to improve your results with both clients and your business.
To Find Out More About Elias and Results Fitness University:
This week’s guest is Fraser Quelch. Fraser is the Head of Training and Development for TRX and is the lead educator of the TRX Suspension Training Program. Recognized as the 2012 Can Fit Pro Specialty Presenter of the Year, 2012 ECA Industry Impact Award, 2011 IDEA Program Director of the Year and 2011 ECA Innovative Program Award Fraser travels the world teaching thousands of fit pro’s every year.
This week’s guest is Molly Galbraith. Molly is the co-founder of Girls Gone Strong a movement started in 2011 by seven women who wanted to change the landscape of nutrition and training information for women. Over years Molly has competed in both figure and powerlifting, co owned her own gym and has had all kinds of “adventures” with her own health and fitness journey. And most recently Molly released an amazing resource for training women, called The Modern Woman’s Guide to Strength Training. I was lucky enough to get a copy ahead of time and I can’t recommend it enough! So basically Molly’s a bad ass and if you train women you should listen up.
If you’ve never had the chance to see Rick, put this on your list of things to do this year. And it shouldn’t be too hard because it seems like he’s at a different fitness event every other weekend.
I met Rick a couple of years ago and to say that he’s helped me with my business is a massive understatement. When it comes to business coaches in the fitness industry there seems to be very few who get high praise on a consistent basis. Well I’ve never heard a bad word said about Rick or what he teaches. Not one person. So that should tell you something.
There have been numerous things I’ve learned from Rick, but I’m going to share the top 3 today. And you would think that Rick being one of the stunt bike rider in a DMX music video would be in the top 3 but sadly it’s not.
Think Like a Consultant
If I had a dollar for every trainer I’ve heard say I’m not good at “sales” I’d be a thousandaire. Seriously! But something that resonated with me and has helped a number of other trainers I’ve spoke with is to change the way you think of the sales session.
If someone paid you $500 to do a consultation with them on how to best reach their fitness goals would you feel uncomfortable or like you couldn’t do it? Of course not! So why do you feel the same way with a prospective client? I’m sure a client’s lifetime spend with you is well over $500, but the only difference is that they haven’t paid you yet.
Start thinking like a consultant when you sit down to talk with a prospective client and you’ll be amazed at how differently you approach the entire process. You are offering tremendous value by assessing them, finding out their goals and then giving them a recommendation on how to achieve it based on your numerous years of experience and wealth of knowledge.
Change this one thought and you might just find out that you’re a pretty damn good salesperson!
Adding Layers to What You Offer
This was a game changer for my business. When you set up your training business this way, no one can compete with you. You’re in a class of your own.
By simple adding layers to what we do we were able to increase revenue over 30% while cutting down the number of hours we worked. And no this isn’t one of those all too often claims you hear from other business coaches like; learn how to earn $100k per year working less than 20 hours a week.
I could go on about the details but Rick shared it all when I had him on the podcast, so if you haven’t listened to it check it out HERE. Rick will gives a complete rundown of what your different layers are and exactly how to structure you layers.
Show Them What They Want
You would think that this one is common sense, but unfortunately it’s not. When you’re taking a prospect around your facility you don’t need to show them everything! Focus on the reason they came to check out your place.
If a powerlifter comes in for a tour why would you show them the inner/outer thigh machine? But I guess if you still have one of those, you’ve got bigger issues than you tour. If a woman comes in with a goal of losing weight but is afraid of getting “too bulky” do you think showing her that you have dumbbells that go up to 100lbs is going to make her feel like your facility is the right place for her?
Instead, point out all the equipment and features on your facility that relate directly to their goals. By doing this you’re showing them that this is the place for them to go to get their result. Plus, it leaves you more time to talk about their goals and build rapport rather than showing them every piece of equipment in the gym.
So like I said at the start, if you haven’t seem Rick speak I can’t recommend him highly enough. You’ll be hard pressed to find anyone give more real valuable information in their presentations than what he does. Oh and if you’ve made it this far, Rick actually wasn’t in a DMX video. But he is an avid biker and I figure if you didn’t take the 5 minutes to read the whole article you’ll go see Rick anyways just to see the guy in the DMX video.
This week I’ve got my first aussie fit pro, Daniel Henderson from the Australian Institute of Kettlebells. Dan and his partner Tarek have been building up one of the best companies for continuing education here in Australia over the past 5 plus years. Dan runs numerous workshops over here in Australia, as well as starting to speak internationally in Asia and bringing some of the great courses the AIK has there with him.
This week I’ve done something a little bit different. If you’ve ever been to one of Perform Better’s 3 day summit’s then you know how hard it is to pick which session to go to, so this weeks show is a bit of a spin off of Mike Boyle’s Handicapping Perform article he writes every year. Last year I met Danny Jaockowicz or Danny Twoguns as most know him in Chicago. Danny is a bit of a regular and has not only attended the first 2 summits this year, but I think he’s attended all but 1 the last 3 years. Since I’ll be attending Perform Better’s Long Beach summit on August 8-10th, I decided to have Danny to share what he’s learned so far at the summits, along with the help give you some clarity on which sessions to go to. But even if you’re not going to be attending the Long Beach event there’s still some great information at the start of the show.
And don’t forget about Coach Dos’ 5th Annual Animal Shelter Pub Crawl, where all the money raised goes to the Castaic Animal Shelter in Santa Clarita. Even if you’re not going, if you want to help a great cause head over to coachdos.com to leave a donation.
Do your potential clients actually see what you do as anything different than one of those cheap $50/month bootcamps or the spin class at the commercial gym (which they don’t pay any additional fee for)? From the outside looking in, all the fitness consumer see’s is a group of people getting sweaty. And one’s a heck of a lot cheaper than the other!
With more personal trainers and gyms popping up every week we are seeing a dangerous trend emerging in the fitness field, and that is price-cutting. Too many fitness businesses are starting to compete on price. They continually lower their prices thinking that if they get their prices low enough, none of the other fitness businesses will be able to compete with them. And from the outside looking in, our potential clients may not see any difference between the structured programming that you’ve put together to ensure them results, and the one size fits all workout of the day.
And they may never know that there is a huge difference, unless you can get them in front of you and educate them on what they need to be doing. But how in the heck do you do this when your prices are so much higher?
Group Training to the Rescue
If you have not introduced some sort of group training into your business, you are going to miss the boat and your business will suffer. I’m not saying that 1-on-1 training is dead, but you need to have an offer for people who cannot or are not yet ready to spend big bucks on fitness. And from a business stand point; this is one major advantage of group training. It allows you to offer people a low hanging piece of fruit to pick and sample to see if they like it. We sometimes forget that fitness is an acquired taste, and not everyone is going to fall in love after their first bite. As we all know, sometimes that first bite can have the bitter taste of lactic acid and DOMS.
This is what a lot of potential clients think of fitness!
”From the outside looking in, all the fitness consumer see’s is a group of people getting sweaty”
– Tweet This Out!
But if they eat it enough, and we know they’ll love it!
But if you can offer a new client the chance to come back and try a few more pieces of your fitness fruit, they are going to realize that it’s not always going to wake up the next day and feel every last muscle in their body. They will start to get hooked on those endorphins that they had read about in the latest magazine article.
The Fitness Experience
Do you offer some sort of trial or short term membership so that potential clients can try it out for under $100? Something where they will have the chance to come in numerous times over a 2 to 4 week period and acquire the taste of fitness? This is an essential offering in today’s competitive fitness market, but it’s a hard thing to do if you only offer 1-on-1 training. So if you’re not offering this service you may want to take some time and look at it.
But I Love 1-on-1 Training
If you love doing 1-on-1 training, I’m not saying you have to stop doing it, or stop making it your main service. You could “upsell” a lot of these people that come in and purchase a trial group training experience into 1-on-1 training. But now you have an offer to compete with all those low priced bootcamps and gyms to at least bring those people in the door that don’t see a difference (yet!).
Too many trainers are getting frustrated with this shift in the market, and their business is suffering but there is a solution. And it’s as simple as putting a few group training sessions onto your schedule to help bring people in thru your doors. If you found this article helpful, please click the share button below so we can continue to grow the fitness industry on quality, not just price!
As you may have noticed over the past couple weeks, the timeline of your Facebook page has changed to a one column design. There are a few things that have been moved around, but I think it looks a lot cleaner.
One thing I really like is on the right hand side you can see a tab that says this week. This gives you an easy way to see some of the stats for your page. This is great for those of you who get “too busy” to look at your insights. This way you can just make a habit that each week you write down your Post Reach and see how it differs from week to week to give you an idea of how good your content has been.
One thing that you need to take notice of is the fact that you can only have 3 tabs visible on the top of your page. I would highly recommend that you re order these to make sure whatever you’re using to capture emails addresses appears on this bar. You could also possible put one of your other social media feeds in there too, but I would never take away your About tab, as this should always be easy to find for new fans and prospective clients.
You can have another 3 apps down the left hand side a little further down too. This is where I would include your other social media tabs.
Although there are other changes to your timeline, these are the ones that you need to know about and make sure you fix them up to get the most out of your fan page.
This week’s guest is Dan McDonogh. Dan is very well known in the industry, both for his work with TRX, as well as with Les Mills and RPM. Dan is the recipient of the 2012 Group Fitness Instructor of the Year from IDEA Health and Fitness Association the founder of Rooster Racing International and is currently the Group Training & Development Manager at TRX. He is a regular presenter all over the world, and basically has a lot of knowledge to share. I was really excited to get Dan on the show!