successfully marketing your personal training program

Successfully Marketing your Personal
Training Marketing Program
Sherri McMillan, M.Sc. has been inspiring the world to adopt a fitness lifestyle
for over 25 years and has received numerous industry awards including 2010
CanFitPro International Presenter of the Year , 2006 IDEA Fitness Director of
the Year, 1998 IDEA Personal Trainer of the Year, & 1998 CanFitPro Fitness
Presenter of the Year. As a fitness trainer, she is a fitness columnist for
various magazines and newspapers, author of five books and manuals
including "Go For Fit - the Winning Way to Fat Loss", "Fit over Forty" & "The
Successful Trainers Guide to Marketing", and featured presenter in various
fitness DVDs. She has presented hundreds of workshops to thousands of
fitness leaders throughout Canada, Australia, New Zealand, Germany,
England, Spain, South America, Asia and the U.S.A. She is the owner of
Northwest Personal Training, a 5000 square foot Personal Training studio
that generates over a million dollars in sales every year and was awarded
the 2006 BBB Business of the Year and the Chamber of Commerce
Community Builder Award.
www.nwFitnessEducation.com
Success in the Personal
Training industry is not just a
dream!
NWPT, Vancouver, WA
5000 sq. ft. facility
$1,000,000/year
Vancouver, WA – small
suburb of Portland Oregon
NWPT Revenue Breakdown
Private Training – 63% of revenues
Group Training/Specialty Programs –
35%
Product Sales – 2% of revenues
What is Marketing?
• Definition
• True Definition
• How much should you spend
on traditional advertising?
• When should you spend?
1
Pieces to the Puzzle
#1 Build your Dream Team!
Surround yourself with amazing people
You are only as good as your trainers!
1.Personal Trainers – Recruit, Hire, Train,
Retain
2.Most effective Marketing Tactics to attract
new clientele
3.Most effective programs to attract new
clientele
4.Most effect sales systems to influence
someone to invest in Personal Training
5.Customer Service & Client Retention – there
is NO better marketing than RAVING FANS!
4 Steps to Building your
Dream Team
1. RECRUIT - Where do you find
them?
• College/University programs,
Host workshops
2. HIRE - How do you pay them?
• Compensation Survey, Pay Fairly,
40-50% Rule
3. TRAIN - How do you train them?
• Internship, Corporate
Manual/Quiz
The way you treat your team,
is how they will treat your
customers!
4. RETAIN - How do you keep them?
• Monthly Team/Individual Meetings, Fit
Education, Parties/Fun, Celebrate,
Recognition/Authority
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2. MARKETING
A great product makes no sense
if no one knows about it!
SET UP A STRONG
FOUNDATION FOR SUCCESS
“Failing to Plan is
Planning to Fail”
3
Before you create a marketing strategy
you must completely understand
Yourself – strengths, passions, values
Your business – strengths, goals, mission,
vision, branding
Your clients – Which type of client do you do
best with? Which type of client is drawn to you?
Who are you talking to? What do they do? Where
do they shop? What do they read?
– “If you can see the client through the client’s eyes,
you can sell the client what the client buys”
– You can either continue to attract the type of client that you
already do well with (which is always easiest) or if this market
is saturated, you can look towards a market that you have not
yet attracted (look for easy transitions).
Your competition – What is everyone else
doing?
– What can you do that the competition can’t or doesn’t
want to?
Preparing Your Text
What triggering events might have
happened in your potential clients’
lives to cause them to want or need
your services/programs?
Reasons people will buy:
To feel good, be sexy, be attractive, have
fun, be healthy, save time, be comfortable,
gain knowledge, for convenience, out of
guilt, to feel important, live longer, save
money...
People buy to change!!
Alvin Eicoff’s Formula
State the problem
Explain the solution
Demonstrate how your specific
service best provides the solution
Can you come up with a promise,
proposition, positioning statement?
McDonalds, Coca-cola, Lenscrafters…
Have you had your workout today?
Feel good in less than an hour
IMAGE is everything!
Develop eye-catching fliers/website/social
media
– establish an image and be consistent!
Clean, clear, readable layout and typing. Use
photos or professional graphics
Clarity over Cleverness…where, how, why
Recognize the power of “You”
Use testimonials
Quality and no errors!
Use multi-use materials
Creating Text
Use Power Words that evoke
emotion and cause people to
want to take action
Encourage the consumer to
stop thinking and start
DOING!
Avoid using too much text!
Most Important Tip!
Work with a professional.
Make the investment.
It will be well worth it!
Have them design your website and important
pieces and create a CSM & template that you
can use for other programs/offers.
4
WEBSITE/SOCIAL MEDIA
Website should be
content driven,
drive high traffic,
have an email
capture system
and include a CSM
so you can easily
manage the
content
Social Media
presence – develop
community,
encourage team to
engage/interact/sh
are business posts
to influence
organic boosts, Pay
for boosts if you
see a positive
organic response
Businesses don’t get big
and then start to market
& advertise;
They market & advertise
and then get big!
External Initiatives –
Media Alliances
Develop a list of media contacts (print, radio,
TV) in your area
Do regular email teasers to develop
relationships
Offer to write a free weekly/monthly column
Offer free sessions and perhaps propose a
“Fitness Challenge” or “Getting into Shape
Challenge”
Offer human interest stories
3. Internal Marketing Tactics
Specialty programs
Do you have a spot to highlight trainers and allow
them some space to do their ‘thing’?
Use your membership base to market Personal
Training to
– Program fliers throughout facility/machines,
Comp sessions, Success stories on bulletin
boards, Spotting in classes, Mini-sessions
Host workshops/events/programs that give the PT
department a lot of exposure
– Quick Fix programs, Weight Loss Challenges,
Health Fair/Girls Night Out (Vendors,
Wine/Chocolate, Fashion Show), Team Trainings
ENCOURAGE REFERRALS
Inspire someone to Fitness - $90 value (30
minute session, 2 x $25 NWPT cards)
Gift Certificates/ Trial Passes / Gift Cards
5
Weight Loss Challenges
6 week programs work great
– Seasonal options-Spring Makeover Challenge, New Year’s
Makeover Challenge, Summer Fix, Fall back into your Best
– Offer multiple price points
Flying Solo: I know what I need to do. Just give me a finisher’s gift, weigh me in,
and I’m good to go. The competition is all I need to keep me going. Cost: $47
Jump-Start: In addition to a finisher’s gift, can you please provide me with a NWPT
Results Manual and take my pre and post girth and body fat measurements (2-30
minute appointments). Cost: $97
Rookie: I’m new around here and this will be a great opportunity to get me started
on a trial membership. Please provide me with a Group Training membership during
the challenge in addition to the finisher’s gift, NWPT Results Manual and pre and post
measurements (2-30 minute appointments). Cost: $197
Coach Me: Help me through this process. Includes finisher’s gift, NWPT Results
Manual, Pre/Post Measurements (2-30 min appts), and 12-30 minute private training
sessions (suggested 2 sessions/week).
Cost—Members: $527 Non-members: $597 (includes Group Training membership
during challenge)
Tandem: Guide me closely on this journey. Includes finisher’s gift, NWPT Results
Manual, Pre/Post Measurements (2-30 min appts), and 12-60 minute private training
sessions (suggested 2 sessions/week).
Cost—Members: $927 Non–members: $997 (includes Group Training membership
during challenge)
– Pre-challenge measurements, give program
expectations/manual
– Weekly weigh-ins, weekly motivational and educational emails
and tips
– Post-challenge measurements, prizes, party
Team Training &
Specialty Programs
Team Training – 4 people - $25/client
Encourage privates
Implement reserved scheduling
Set a minimum # of sessions
purchased
Large group - $10-15/session
Our most successful GT Programs
Training Camp
Indoor/Outdoor Bootcamp
Tabata
TRX
Ropes
Kettlebell
Olympic Lifts
Spring Training Camp – Tennis, Golf
Boxing Drills & Circuits / MMA
Ski and Boarding Camp
Women on Weights
Ballet
Kids/Teen
Pre/Post Natal clinics
Running Clinic (Learn to Run, 5km, 10km, Half Marathon, Track
workouts, Adventure racing)
Flex n’ Run
Triathlon Training clubs
Hiking Clubs
Effective external marketing initiatives to attract New Clients
Chamber of Commerce, Media Alliances, Strategic Alliances
6
ESTABLISH A YEARLY
MARKETING PLAN
12 Month Marketing Plan should include:
External Initiatives
– Association with community/business
memberships
– Network of Professionals
– Guest Speaking/Instructing
– Community Donations
– Directed Advertising
– Directory Presence - Yellow
Pages/Online sites
– Trade Directories – Direct Mail
– Merchandising
– Banners/Sandwich Boards
Examine each month for holidays,
time of year, special local events
Establish goals for each month in
relation to your internal and external
promotions
Keep a detailed record of which
promotions work and which ones don’t
JANUARY-Year Campaign-Transform your Body/Change your Life/Home of the World’s Best PTs
–
12 Month Marketing Plan should include:
Staff Development
– Team Meetings
Social, Business, Practical
– Monthly Evaluations and Individual
Meetings
– Weekly Memos
– Continuing Education
– Staff Incentives/Parties/Get-togethers
– Birthday/Special Event Celebrations
Monthly Marketing Plan
January:
New Years Day Workout
Monthly Educational Seminar – Fat
Loss/Nutrition
Running/Walking clinics start
Team Training programs start
Anniversary party
February:
Valentine’s Day Specials & Classes – Sassy
Dance, Couples Bootcamp, Couples Yoga
Monthly Educational Seminar – Partner
Training
Specialty Dance Class – Beyonce’s Single
Ladies Snowshoeing Trek
SuperBowl Classes
External Marketing
– Columbian, VBJ, Chamber, CRYC
– Direct Mail – 30,000
– Business Cross Promotion
Door Prizes at Local Events
Propose TV appearances – New Year’s Resolutions
Social Media / Yellow Pages – ongoing
Blog – Setting intentions, Planning out best year, assessments/goals
Community Speaking Engagements
– Internal Marketing
Referral Gift – PT
Complimentary PT sessions
Client E-newsletters / Social Media
Promotional Fliers throughout facility
Client of the month – board, posted on website, posted on Facebook (Ass PTD)
Knowledge is Power Workshop: Behavioral Change for Permanent Fat Loss and a new & improved YOU! –
Everyone knows they should be exercising and eating better however, most struggle with long term commitment. Come
learn how to set up your life to succeed and reach your goals. (Promotion must happen at least 1 months before each
seminar including flier, upload to website, Facebook and a sign up sheet at front desk in site for clients to register) Fliers
handed out at prior seminar; Presenter: Trevor
Specialty programs begin: (Promotion must happen at least 1.5 months before each program including flier, upload to
website, Facebook and into Point of Sale computer system) Start programs mid to late January
Fat Loss program
Walking/Running clinics – 5/10, Half Marathon
– Ultimately getting ready for Summer Solstice Run on June 22nd
– Various other local runs: Fort Vancouver Run (March 3rd), Shamrock Run (March 17th), Race for the Roses Half
(April 14th) Blooms to Brew (April 21st) Hazel Dell Parade Run (May 18th), PDX Rock n’ Roll Marathon (May 19th),
Vancouver USA Marathon (June 16th) & Summer Solstice (June 22nd)
– Have clients sign up for either a shorter clinic to prepare for the March events and then launch another clinic
Specialty Team Trainings – Promote 1.5 months prior
– Indo-row, Ballet, Ski, Kettlebell, TRX, VIPR, Mobility class, Games & Drills, BOSU, Core 6 pack, Back Health, Sports
specific, Boxing…
Events:
New Years Day Workout – Promote 2-4 weeks prior
Local Events: Vancouver Lake Half Marathon – January 27th
Accountability: Role Playing / File updates / Performance Assessments/Measurements etc (All managers)
Team Meetings: Friday January 11th 7:00-9:00pm
Fitness Education: n/a
Staff Incentive – Monthly Bonuses
Birthdays & Celebrate Anniversaries: Justin – Jan. 18th
Holidays: Jan. 1st (New Years Day), Jan. 21st Martin Luther King Bday
Monthly Marketing Plan
March:
St. Patty’s Day Workouts
Monthly Educational Seminar – Strengthen
Knees & Shoulders
St Paddy’s Day run
Golf Conditioning clinic begins
April:
Monthly Educational Seminar – Tri Info
Meeting / Bike club info meeting
Easter classes
Specialty Dance class – Swing dance
Spring Makeover challenge
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Monthly Marketing Plan
May:
Monthly Educational Seminar – Women’s Health
issues – Menopause
Cinquo de Mayo classes
Mother’s Day workouts & Specials
Memorial Day classes
Hiking club begins
Walking/Running clinics begin
Specialty team program begin
Outdoor Bootcamp programs begin
June:
Monthly Educational Seminar – Injury
Prevention – Back, Knees, Shoulders
Father’s Day classes & specials
Summer Run
Specialty Dance class
Monthly Marketing Plan
September:
Monthly Educational Seminar – Core Training
101
Labor Day classes
Walking/Running clinics begin
Specialty Team Trainings begin
October:
Monthly Educational Seminar –Exercise &
Nutrition tips to help you look and feel younger
Halloween Classes
Girlfriends Half Marathon
Specialty Dance class – Thriller
Winter Sports conditioning clinics begin
4. Sales Systems
Role play with your trainers:
– Comp sessions
– Overcoming Objections
– Increasing client frequency
– Asking for referrals
Track progress:
– Closing ratio
– Retention ratio
– Productivity ratio
Systems to interact with MIA clients:
– High yield activity for trainers – Face to Face
Time & Phone Calls, Phone Calls, Phone
Calls
Monthly Marketing Plan
July:
Monthly Educational Seminar –Tubing Exercises
on the Go
July 4th classes
Mt. St. Helen’s Climb
Biking & Hiking adventure
Triathlon
White Water Rafting
August:
Monthly Educational Seminar – MELT your aches
and pains away
Learn to Row
Specialty Dance class
Monthly Marketing Plan
November:
Monthly Educational Seminar –Nutrition for Fat
Loss, Energy and Performance
Workout for your Soul
Thanksgiving day classes
Holiday challenge begins
December:
Holiday party
Holiday specials
Christmas Day / Boxing Day workouts
5. CLIENT RETENTION &
CREATING RAVING FANS
UNDERSTAND THAT YOU
MUST ALWAYS EXCEED
CUSTOMER EXPECTATIONS
Give your clients an
experience they can’t get
anywhere else and they
won’t go anywhere else!
8
Don’t try to do it all at once! Start with
something you feel most passionate
about and then build from there
Establish a yearly organizational plan
Measure and track your success
BusinessofPT.com
nwFitnessEducation.com
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