Success System PLAYBOOK - dotFIT · 2014-10-06 · Section 1: How to use this playbook Welcome to the dotFIT Success System Playbook. This is your guide to everything dotFIT – from

Success System

PLAYBOOK

dotFIT® Success System PLAYBOOK

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Table of Contents

Important Letter from the Founder 3

Section 1: How to Use this Playbook 6

Section 2: Executive Summary – Best Practices 7

Section 3: How and Why the dotFIT Profit Center Works 9

Turn Your Gym into a True Health Club with the 4 Pillars 11

Section 4: How to Make Money with dotFIT 12

In-club Store Revenue and Margins 13

Online Store Revenue and Margins 14

Section 5: How to Set and Achieve Sales Goals 15

Simple Strategies to Boost Your Sales 17

Fit Pro Accountability and Coaching 19

Fit Pro Training and Development Resources 21

New Fit Pro On-boarding Process 23

8 Questions for Every Fitness Manager 24

Section 6: Nutrition Program Integration 25

How Much to Charge for Nutrition 27

Section 7: Product Retailing and Marketing 29

Section 8: Suggested Reading and Resources 31

Contact Us 32


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Important Letter from the Founder

My name is Neal Spruce and I am here to welcome you to the

dotFIT Family.

Whether you work with novice to advanced exercisers looking to

lose weight, athletes trying to maximize size and performance, or

parents who want their families to grow strong and enjoy a longer, more productive life - we've

got you covered.

Our team - which is now your team - is a coalition of fitness and sports experts who are

dedicated to helping you achieve a single outcome: Provide do-able, evidence-based strategies

for achieving fitness and performance goals - all with your brand.

Current survey results indicate that over 90% of all health club members want to change their

body composition. That's no surprise since 9 out of 10 adults will be overweight at some point in

their lifetimes. This represents a tremendous opportunity for you to deliver what matters most

to your customers: Measureable and sustainable results.

No matter what, everyone has to move and eat. Since nutrition is responsible for exercise-

induced results, all you have to do is teach your customers how to balance the two so that they

and their families can get and remain fit.

With your dotFIT online platform, products and partnership, you can confidently assert that

their goal is within reach, and you can help them achieve it - on their terms.

This is the guarantee you can offer: They will reach their goal, or understand why they did not.

Cracking the Gym Code to Make More Money by Delivering Nutrition

**Owners and Operators – read carefully**

I have never met anyone in our fitness industry that didn't think nutrition should be a part of

what they deliver - since what their customers put back in their body is 100% responsible for

what happens to it after exercise.

So it seems natural to sell the complete solution to a customer's goal: Exercise combined with

an integrated nutrition plan for the other 23 hours of the day.

However, the vast majority of club owners and personal trainers don't sell what they recognize

as necessary, because they make nutrition too complicated and never fully commit to delivering

it with a proven system.


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Some may pretend to offer nutrition by sticking it in the far corner of the club, while others don't

offer it at all because of lack of experience, apprehension with supplements, fear of distracting

from membership and personal training sales, or worst of all - their staff dictates what they want

to sell or service.

It's no surprise then that for these one-dimensional clubs, 61% of their new members quit going

to the gym within 2 months of joining. Why? No results. After all, no one can out-exercise the

wrong nutrition plan.

Wrong Diet = Wrong Result & High Probability of a Lost Customer.

Attrition is the bane of the industry, both in reputation and in revenue. It costs up to 10x more

to acquire a new member than it does to keep them. We want you to keep them forever.

What if you knew exactly how to help more customers reach their goals, stay longer, refer more,

and spend the money they're already spending somewhere else with you - just by doing a few

simple things?

Here's how to crack the code

Copy what's been proven: Integrate simple but authentic nutrition into personal training with

accountability.

Remember, every health club sells exactly what they want by supplying the resource and holding

their team accountable for what they deem most important to business.

Memberships are the primary focus, with group or personal training the next priority in sales.

Both usually have accountability tied to them in the form of hourly pay and commissions, or

termination for non-production. If you include nutrition into a current accountability bucket

(such as the fitness professionals’ bonus structure), you will enjoy the same result: No

distractions and guaranteed sales.

Make nutrition part of what the fitness professional delivers within a session,

and let your pay structure hold them accountable automatically.

By doing so, it becomes part of your club's culture.

"We integrate dotFIT into everything we do. Nutrition is as much a part of fitness as the

dumbbells. If you took dotFIT away from us now, we'd feel like a three-legged table."

- Shannon S., Owner, AZ


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Before you commit to this, you have to acknowledge the following data captured in a 2-year

study. Then follow the proven system as shown in this Playbook. Nutrition will now become

part of your club’s culture, leading to the following financial facts:*

Member Retention: 400% increase

Personal Training Revenue: 30% increase

Personal Trainers enjoy:

o 300% increase in show rate to New Member Orientation sessions

o 200% increase in client retention and referrals

o 20-40% increase in monthly income

On-going Revenue from former Clients who moved away:

o After 6 months, 30% still purchasing $50/mo in dietary supplements online

Revenue from supplements and armbands (in-store and online) with 50%

margin:

o Average club that follows the system: $10,000/mo

o Outlier clubs with exceptional execution: >$20,000/m0

*2-year research by Bain & Company leading to largest sale in fitness history

There is virtually no exception to these financial results when clubs maintain best practices

because it's part of their culture to deliver a total solution and hold the staff accountable to it.

This Playbook outlines these proven best practices for you. Follow them exactly and reap the

same rewards. It's all here for you, so you can get to work and Run the Play!

We appreciate your role in and commitment to helping make the world a healthier place. Our

family is your family, and together, we will Grow Strong.

Yours in health,

Neal Spruce

Founder & CEO

dotFIT Worldwide


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Section 1: How to use this playbook

Welcome to the dotFIT Success System Playbook. This is your guide to everything dotFIT –

from defining your vision, to developing and leading your team, to marketing and promotions.

The Importance of Using a Proven System

Whether you are new to the industry or an experienced veteran, this playbook will not only

guide you along the path to success, it will also help you avoid the common obstacles and

pitfalls.

Take Ownership

dotFIT provides you with the holistic evidence-based platform, the proven business system, and

the unmatched support for your team and customers. We scour the research and scientific

literature so that you can stay focused on your business and serve your customer.

However, we do not do any mainstream advertising, and this is for good reason: We are a

solution for Fitness Professionals. dotFIT is under the hood. You are the driver, and your club is

the vehicle.

It’s up to you to get behind the wheel and drive it.

Take ownership. This is your program, your product line and your solution. The only way you

can guarantee their results (and safety) is if they follow your exact professional

recommendations. Drive it into your club's DNA.

The top-performers all lead by example and use the program and products themselves. Get on

the Program, use the Armband and use the Products yourself. Walk the talk.

"Our entire Leadership Team use the Products, the Program, and we wear the Armband. We

set the example and our staff follows our lead and passes this commitment down to our

members. We're all living the lifestyle together."

- Steve B., Owner, OR

When asked why you don’t offer heavily marketed mainstream brands, you can proudly say:

We are fitness professionals who only sell professional products and

programming in a professional setting.

As long as you work with me, this is what you will do.


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Section 2: Executive Summary – Best Practices

Launching your dotFIT Program - go to www.dotFIT.com/Launch for all resources

Fit Pro Expectations:

o Complete online dotFIT Certification course o Create personal Program, and customize menus and exercise programs

o Wear Armband and Display Device and log food for 30 days (see Rep for staff

discount information)

o Learn about and experience recommended supplements (see Rep for staff


Place Initial Product Order one week prior to Launch

o Set up product display and marketing collateral

Establish Fit Pro sales goals, Minimum Supplement Qualifier, and commission

How and Why the dotFIT Profit Center Works - The 4 Rs

Results: Exercise with integrated dotFIT nutrition delivers superior service and 7x

greater results

Retention: 4x greater member retention when nutrition and exercise programming is

delivered by a Fit Pro

Referrals: Members who receive nutrition and exercise programming provide 2 times

more referrals

Revenue: Happy members spend more money. Your targets:

o Monthly Member Check-ins X 20% = Your Minimum dotFIT revenue

o 10:1 ratio in Personal Training to Supplement/Armband Revenue

Nutrition Program Integration

Personal Training Clients: o Access to nutrition program and coaching included in Personal Training Sessions

(no “extra time” with client)

Session 1: Fit Pro creates Program (15mins of PT session).

Session 2: Fit Pro delivers Program Coaching (10mins of PT session)

Sessions 3+: Fit Pro delivers Program Coaching (5mins of PT session)

Follow Session Outline at www.dotfit.com/coachingoutline

General Members:

o Fitness Orientation. Fit Pro presents Personal Training with integrated nutrition

solution during session

If PT purchase > Member receives access to Program and Fit Pro

schedules Session 1

If no PT purchase > Fit Pro schedules follow-up session/Re-Program in

30 days

http://www.dotfit.com/Launch


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Fit Pro/Trainer Goals and Expectations

Establish monthly supplement sales goals and Minimum Supplement Qualifier

10% commission on in-club and online sales, paid by club

Weekly Team Role Playing sessions for all Fit Pros falling below monthly sales goal rate

Fitness Manager incorporates one dotFIT educational resource into each staff meeting

Fitness Manager to review month-to-date performance with each Fit Pro weekly, and

provide coaching and additional training as needed, including:

o Client program creation

o Client coaching and adjustments o Supplement and armband sales to ensure Fit Pro is meeting expectations

New Fit Pro On-boarding

Expectations - Within 30 days of hire date:

o Complete online dotFIT Certification course

o Create personal Program, and customize menus and exercise programs

o Wear Armband and Display Device and log food for 30 days (see Rep for staff

discount information) o Learn about and experience recommended supplements (see Rep for staff


o Establish sales goals, Minimum Supplement Qualifier, and commission

Product Retailing and Marketing

Club's Monthly dotFIT Revenue Goal formulas

o Target A: Monthly check-ins x 20%

o Target B: 10:1 Ratio of Personal Training to dotFIT Revenue

Showcase dotFIT products as your professional product line

Be sure that your members see you and your staff using the Program, Armband and

Products

Product display cases are full, accessible during business hours (not locked), products

are faced and stock is rotated based on Best By date. Use dotFIT Shelf Talkers

Individual meal replacement bars are sold on countertop displays near POS locations

Inventory control performed daily to ensure shrinkage <9% per quarter

o $500 GM Bonus for <9% shrinkage achievement

Product flyers and posters are posted throughout the club in high-visibility areas

Product Sampling performed monthly at peak times

Regular Product Promotions incorporated from Marketing Playbook

(www.dotfit.com/marketingplaybook)


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Section 3: How and Why the dotFIT Profit Center Works

The dotFIT platform is used to drive Results, Retention, Referrals and Revenue.

More commonly known as "The 4 Rs"

Results: Research shows that exercise alone is not a weight loss solution, and that nutrition plans

are 100% responsible for exercise-induced body composition changes

If exercise alone were enough, everyone who exercised would achieve their goals.

However, 61% of all new members quit in the first eight weeks, and 80% have been stuck

at a plateau for more than six months

This represents the opportunity for your facility: Your members need a plan for the

“other 23 hours” when they are not at your club

o Exercise-only groups: Lose little/no weight in 6 months, and gain an average

of 6lbs after 13yrs

o Diet alone groups: Lose 19.8lbs in 6 months, and 95% gain it all back

o Diet & Exercise groups: Lose ~ 22lbs in 6 months and have the best chance of

maintenance

Retention: Members who receive nutrition coaching with their training sessions stay 4 times longer,

due to superior service and results

o Lack of results leads the member to cease coming to the club (reducing the

member's lifetime value to the club), or terminate their membership

o What your members are eating during the "other 23 hours" influences their

results, and your retention number

o Fit Pros will double their client retention rates when they incorporate nutrition

into their training sessions


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Referrals: Happy members and clients tell their friends. Trainers receive 2 times more referrals

from clients who received nutrition coaching as part of their sessions

Successful members are walking billboards for the club and trainers

This gives you a competitive advantage. Members of your club will compare their results

with members of other health clubs near by

Revenue: 80% of health club members, doctors and health professionals are currently purchasing

$50/month in dietary supplements. Since you are providing a professional solution,

your members should trust you and your Fit Pros with these purchases

Your goal is to become their trusted one-stop professional resource. This is your

evidence-based program and the only products you trust so that you can guarantee their

results and their safety. "So long as you are working with me, this is what you should

use. When you are finished with me, you can do as you please."

Top-performing facilities consistently generate $10,000/month in dotFIT-related

revenue. Facilities with exceptional execution routinely exceed $20,000-

$30,000/month

Lifetime Member Value Chart: “Non PT”: Members who do not use a trainer, “PT

Dissatisfied”: Members who use a trainer but do not receive nutrition coaching, “PT Satisfied”:

Members who receive a complete exercise and nutrition plan and achieve their goal.


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Turn Your Gym into a True Health Club with the 4 Pillars

The health club is the ideal vehicle to deliver a holistic nutrition and fitness solution. By

integrating a simple, proven nutrition solution into your club's services, delivered by a certified

professional using an evidence-based holistic platform, you turn your gym into a true health

club.

Your goal is to consistently deliver profitable evidence-based programs based on the

scientifically-proven 4 Pillars of Fitness:

Pillar 1: Nutrition/Diet o The exact amount of calories needed to achieve their goal o Lifestyle and food preference considerations to sustain their goal

Pillar 2: Exercise/Movement o The ideal blend of resistance training, cardio and lifestyle activities for their goal

and lifestyle

Pillar 3: Supplementation o Deliver evidence-based isolated nutrients and compounds in a low or no calorie

form for enhancing health, sport and fitness goals

Pillar 4: Coaching and Accountability o Provide the professional coaching, accountability and assistance needed every

step of the way

The dotFIT 4 Pillar program will capture their goal including desired timeframe, create their

daily meal plans with proper adjustments to stay on track, and supply the tools so both the Fit

Pro and member can track progress and all the while keep the member connected to the health

club 24 hours a day, 7 days a week, for life.

"We expect our trainers to take complete control of a clients program which obviously includes

nutrition and supplementation. I honestly don't know how any health club expects to deliver

amazing results to their members without incorporating these elements."

- Jeff C., Owner, WA

Download a copy of the 4 Pillars of Fitness script and video for Fit Pros at

www.dotfit.com/nutritionprogramming


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Section 4: How to Make Money with dotFIT

There are two categories of revenue that dotFIT drives in your club: Direct and Indirect revenue.

In order to maximize your true return on investment, the systems in this playbook will focus on

driving the direct revenue opportunities, which are easier to implement, track and grow.

Indirect revenue opportunities will also occur as a result, although the exact revenue impact of

increased retention and referrals may be hidden in other metrics.

Focus on growing these direct revenue opportunities:

1. Dietary supplement sales, in-club and online

o Supplements offer up to twice the profit margin of personal training

2. Activity tracking device and fitness accessory sales, in-club and online

Enjoy subsequent growth in these indirect revenue opportunities:

1. Increases in personal training (30%+)

2. Improved member retention (4x)

3. Improved personal trainer client retention (2x)

4. Increased member and client referrals (2x)

The Direct dotFIT Revenue Opportunities

Sales of dietary supplements, activity tracking devices and fitness accessories present the largest

revenue opportunity from your dotFIT profit center because of the following:

80% of health club members, doctors and other health professionals are already

purchasing and using dietary supplements (if you have 2,000 members, you can

assume that 1,600 are already getting their supplements from somewhere)

The average dotFIT supplement purchase is $50-$65 per month

Dietary supplements are “consumables” and will be repurchased regularly

Dietary supplements offer strong margins (45-50%)

Certified Fitness Professionals in your club will use supplement screening tool within

your dotFIT platform to make a professional supplement recommendation

In-club supplement sales capitalize on the professional-to-member recommendation

and impulse purchase opportunities

Online supplement sales capitalize on convenient auto-ship services and keep former

members connected to your club without being limited by geographic location

Activity tracking devices and accessories offer acceptable margins (25-30%) and

significantly increase program compliance, results and retention


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In-club Store Revenue and Margins 90% of your dietary supplement and Armband revenue will be generated from in-club sales. Your in-club store is your core offering because it capitalizes on the following:

A professional recommendation is more impactful when delivered in-person by a Fitness Professional (“We are fitness professionals who only sell professional products in a professional setting.”)

It is human nature to want to “touch and feel” the products before making a purchase

In-club product offerings are a constant reminder to your members about their supplement needs, and to your Fit Pros about their supplement production goals

Seeing Fit Pros, staff and fellow members purchasing and using your dotFIT products encourages other members to inquire about them, leading to additional sales of products and services

Professionally retailing products based on one of the 4 Pillars communicates the club’s true commitment to delivering the holistic 4 Pillar solution

Impulse purchases can only be captured in-club

Although the home delivery service also has an attractive return on investment (because you don’t have to purchase the inventory first), in-club product presence and purchases drive the home delivery program

In-club Product Margins

Blended in-club margins are 45-50% on dotFIT dietary supplement products, and 25-35% on

activity tracking devices, prior to any discounts and trainer commissions.

To receive a complete list of product margins, contact your dotFIT Account Representative.

Choosing in-club Inventory

Top-performing dotFIT facilities offer a selection of the top-selling products in their in-club

store, and the full selection of products through their online store.

To maximize your sales opportunity and ensure optimal sell-through, dotFIT provides Product

Order recommendations based on top-sellers and your club’s demographic. Contact your

dotFIT Account Representative to receive your customized recommendation.


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Online Store Revenue and Margins 10% of your dietary supplements and activity tracking device revenue will be generated by sales from your online store and home delivery service. The home delivery service will not replace or redirect in-club product sales to online orders. It is best for those people who can’t or won’t buy at the club. The recurring auto-ship service option is ideally positioned for products such as the dotFIT multivitamins or any other health product, because these can and should be used continuously in order to receive maximum benefit. Properly positioning home delivery solves for the following six challenges:

1. Attrition – member or staff that leaves the gym (they can order from anywhere)

2. Vehicle for non-members to purchase dotFIT products. This can include capturing opportunities with corporate relationships, non-local friends and family, etc.

3. Clients no longer working with a trainer at the club

4. Convenience – some members choose not to bring their wallets/purse to club

5. Tracking Fit Pro commissions is easy for anyone who orders online

6. Reminder for a client to take their daily dotFIT multivitamin & mineral (auto-email reminder for those who sign up for a recurring order)

In order to accomplish this, it is imperative that all of your customer contacts are informed of the availability of the home delivery service, and are shown how to participate if and when they are ready. Fit Pros must do this during their sessions with their clients, and during conversation with your members.

What is Online Revenue Share?

Online Revenue Share is an online sales profit-sharing program between your club and dotFIT

for all dietary supplement and armband device purchases made by anyone with an account

linked to your club. Revenue Share checks from dotFIT are sent within 30 days of the close of

each month.

To calculate your online Revenue Share, simply follow these steps:

1. Log in to your dotFIT Org or Club Admin account at dotFIT.com 2. Under the Administration category, select “Reports” from the drop-down 3. Select your Revenue Share Report 4. Select the desired date range and club (if you have multiple locations), and Submit 5. Multiply the Margin Subject to Rev Share number by your club’s Revenue Share

percentage (as found in your License Agreement) to calculate your actual online revenue share


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Section 5: How to Set and Achieve Sales Goals

Industry benchmarks will be used to help you set and achieve your sales goals. Let’s look at how

this can be translated into achievable production targets for your club and each Fit Pro.

What can I expect my club to generate?

dotFIT Revenue Target A (goals based on monthly check-ins):

o Monthly member check-ins x 20% = Minimum dotFIT Revenue

o Example: 10,000 member check-ins = $2,000/month in dotFIT Revenue

Minimum

Note: The percentage number scales higher for lower-traffic facilities and

studios with high member interaction (50%-200%+). It is not uncommon

for Training Studios with 100 clients to generate $3,000-$5,000 in

revenue

dotFIT Revenue Target B (goals based on personal training):

o 10:1 ratio of personal training to dotFIT supplement and armband revenue

o Example: $50,000 in PT revenue = $5,000 in dotFIT revenue Minimum

How to Set Sales Goals for each Fit Pro

Industry research indicates that the average monthly dotFIT supplement purchase is $50-$65.

This equates to a dotFIT multivitamin formula and 1-2 daily meal replacement shakes or bars.

Thus, a healthy sales target for each Fit Pro can be calculated by assuming a percentage of the

members they work with are using the minimum supplements they need to achieve their health

and fitness goals.

Sample sales goal for a Fit Pro with 11 clients:

65-80% of active clients should make a purchase

o 11 clients x 65% using supplements = 7 clients purchase

o 11 clients x 80% using supplements = 9 clients purchase

At $50/purchase (2 products), the Fit Pro’s goal is o 65% Tier: $350/month

o 80% Tier: $450/month

At $65/purchase (3 products), the Fit Pro’s goal is




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Fit Pro Sales Goal Formula

Current number of clients: _____ x 65-80% = _____ expected to purchase products

Multiply the above goal by $50-$65 to determine total sales goal from current PT clients for the month: ______

"We have two types of goals: Overall club goals, and individual Trainer goals. We've learned

that supplement sales always lead to personal training sales... the Trainers who are

confidently and consistently presenting supplement recommendations can also confidently

present personal training package recommendations. Of course, the client needs and benefits

from both, so it's a win-win."

- Josh E., Fitness Manager, AZ

Post the Goals!

Each Fit Pro’s goal, and the combined team's monthly goal, should be posted and communicated

for all Fit Pros and Management Team to see. Each day, the updated sales numbers for each Fit

Pro and Fitness Manager should be communicated to the entire team for competitive

accountability.

Each day, we send all Trainers and Management an email that ranks everyone based on their

to-date dotFIT Product and Personal Training Sales. We're a competitive group, and we enjoy

challenging each other to raise our standards of performance. It keeps us sharp."

- John L., Owner, OR

Fit Pro Commissions

Each Fit Pro should receive a standard 10% commission on their dotFIT supplement and

armband device sales both in-club and online, provided that they meet the Minimum

Supplement Qualifier (covered in Fit Pro Accountability and Coaching Section)

Your club is responsible for paying commissions from both in-club and online sales to the Fit

Pros.


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Simple Strategies to Boost Your Sales

1. Incorporate a dotFIT meal replacement shake or bar into every Member's

Meal Plan

Using 1-2 meal replacements per day increases weight loss 169%, through

superior portion control, convenience, energy and appetite support

Adding it to their meal plan ensures compliance, and is simply part of their

grocery bill, so there's no extra out-of-pocket cost for them

2. Add the dotFIT Armband Device into every Personal Training Package sold

Armband users lose 2-3 times more weight

Armband users enjoy seeing the higher burn rates during PT sessions

Trainers love seeing their client's activity levels when they're not at the gym

3. Build the appropriate dotFIT Multivitamin & Mineral Formula and

SuperCalcium+ or SuperOmega-3 into every Member's Meal Plan

No one eats perfectly. These three product formulas will fill the most common

nutrient gaps and deficiencies

The dotFIT formulas are made for exercisers and their families, which makes

them far more appropriate and more economical to anything they can get

elsewhere (most mass market products contain ineffective amounts or types of

ingredients, thus making them inappropriate for your members)

Slightly More Advanced Sales Strategy - The Supplement Packs

While many clients will choose to purchase all supplements that are recommended for them in

their Program, some clients appreciate choosing between a set of package options.

The dotFIT Supplement Packs are goal-specific supplement programs designed to make this

process easier for both the client and the Fit Pro, by offering three Categories of pre-designed

Supplement Packs:

Health and Longevity

Weight and Fat Loss

Performance

Each Pack offers a “Minimum, Better and Better Yet” option for all adults, youth, high school

athletes and competitive athletes (ages 8 and up as appropriate).

How to use the Supplement Packs:

1. Go to www.dotFIT.com/SupplementProgramming

http://www.dotfit.com/SupplementProgramming


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2. Under the Fit Pro Supplement Recommendation Tools section, print the Health, Weight

Loss and Performance Packs, along with the Recommendation Pad

3. Present the appropriate goal-specific Packs to your clients, members, family and friends

4. Note their choice on the Recommendation Pad and complete their purchase

Use the Supplement Packs consistently to deliver a professional supplement program quickly

and easily.


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Fit Pro Accountability and Coaching

Inspect what you expect. This is critical.

The Minimum Supplement Qualifier

Accountability is critical if you want to achieve your targets. The Minimum Supplement

Qualifier is a self-regulating accountability system that requires each Fit Pro to produce a

minimum standard of supplement revenue each month. Since dietary supplements are one of

the 4 Pillars of every program, this minimum standard ensures that each Fit Pro consistently

delivers all pillars for every member.

There are 2 levels of the Minimum Supplement Qualifier:

Level 1 (first 90 days of employment): $75-150 per month

Level 2 (after 90 days of employment): $300-500 per month

What are the rewards and consequences?

Does not meet Qualifier: Fit Pro forfeits all sales commissions from that month. This

includes commissions from supplements, personal training sales, and all other non-dues

revenue targets

Meets Qualifier: Fit Pro will receive full commission from all of their sales. While each

Fit Pro will have a goal specific to their client load, all Fit Pros are held to the same

Minimum Qualifier levels to standardize minimum expectations and performance

How to Track Fit Pro Production

The Fitness Manager should review month-to-date performance with each Fit Pro weekly. To

determine each Fit Pro’s monthly in-club sales production, use your club's POS Management

System. Online sales of dotFIT supplements and armband devices can be found in the "Trainer

Sales Report" in your online Administration Console.

What to do when they fall below their goals

Any Fit Pro who is trending below their monthly dotFIT sales goal will be required to participate

in a mandatory 20-minute training and development session, led by the manager.

Mandatory Weekly Team Role Playing will occur for all below-target Fit Pros on the same day

during a given week. Experience shows that Tuesday and Thursdays between 1-3pm are ideal.


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The manager will inform each below-target Fit Pro that they are expected to attend the Role

Playing session, and will assign 1-2 topics to each Fit Pro that they will be responsible for

presenting during the session. The Role Playing topics chosen are based on the manager’s

assessment of the Fit Pro’s current weaknesses (particular supplements, overcoming common

objections, etc.) to help the Fit Pro improve, thus ensuring they consistently achieve their sales

goals.

Fit Pros who are trending above their monthly dotFIT sales goal are not required to attend the

Weekly Team Role Playing session, but are encouraged to do so.

See Fit Pro Training and Development Resources below for list of resources.

What if my Trainers don't want to "sell" supplements?

Some Trainers and Fit Pros don't like to be seen as "salespeople". If this is the case, dotFIT will

be their greatest ally.

Since dotFIT is a professional solution, the Fit Pro simply runs the program and presents the

Professional Recommendation.

Both the online dotFIT Program and Supplement Screener do all of the "heavy lifting" for the Fit

Pro. These programs screen individuals based on physical characteristics, health history and

goals in order to safely and properly integrate dietary supplements into their fitness and sports

programs. The products and the recommendations are then 100% defensible through scientific

research.

Now, all the Fit Pro has to do is understand the basic rationale for each product, and present

what the program recommends.

The Fit Pro educates. They don't "sell".

The client is now empowered to make an educated decision about their dietary supplement

intake.

All Fit Pro educational resources for dietary supplements are available at

www.dotFIT.com/SupplementProgramming


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Fit Pro Training and Development Resources

Every meeting and interaction with a Fit Pro provides the Fitness Manager with an opportunity

to build the team’s skill sets, confidence and culture. Top performing clubs train with their staff

weekly – even if it’s just 15 mins of role playing a key skill between the Fitness Manager and

Trainer.

Free training and educational resources from dotFIT can be found online:

General Education and Club Tools (www.dotFIT.com/ClubTools)

Nutrition Programming (www.dotFIT.com/NutritionProgramming)

Supplementation Programming (www.dotFIT.com/SupplementProgramming)

Common Fit Pro Questions and Answers (www.dotFIT.com/FitProAnswers)

Fitness Vault (www.dotFIT.com/FitnessVault)

Supplement Reference Guide (www.dotFIT.com/SRG)

Contact our Experts at 1-877-436-8348, or at [email protected]

3 Sample Fit Pro Training Strategies

1. Fit Pro presentation assignments

The Fitness Manager assigns pertinent topics to be presented to the rest of the team at

the next staff meeting. The assignments could be to individuals, or to “teams” of no

more than 2 people. Here’s an example:

The manager assigns 1-2 dotFIT products to each Fit Pro or team, each being

responsible for presenting this information to their co-workers at the next

meeting

The presentation may include: What does the product do? Who is it for?

How do you use it? What makes it unique? And overcoming potential

objections

Fit Pros should use any and all available online resources from dotFIT

After presenting the information to their peers, the manager opens the floor

for feedback and questions from the team to encourage maximum growth and

development of the group

mailto:[email protected]


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2. Team challenge

The Fitness Manager assigns the entire team with learning a certain topic prior to an

upcoming team meeting. The manager tells the team that they will be broken up into 2

groups and will “compete” against each other based on knowledge and application for a

valuable prize (which will be announced at the beginning of the meeting).

Here’s an example:

The FM creates a “Jeopardy board” with 2-4 categories, and 3-5 questions of various

difficulty worth anywhere from 100-500 points each. (For example, “Explain what

the FatRelease does, who it is for, and what makes it unique”, or “Present the

FatRelease product to the following case study client…”)

Note: The FM should make sure that the questions challenge the Trainers enough,

but shouldn’t be too hard too soon. Each subsequent challenge should increase in

difficulty level as their skills and confidence improves

Topics could include: Supplements, program presentation and administration,

Armband and Display Device benefits and applications, etc.

3. “What I learned” assignments

All Fit Pros write and submit “5 Things that I learned about the dotFIT program and

products - and how I plan on using it with my clients” after a recent training or

completion of the online Certification Course. The manager can read hand-picked essays

during subsequent team meetings, and opens it up for discussion

This encourages Fit Pros to think critically about the most important, application-

based information they learned

The manager now has written statements that he/she can use to refer back to in the

future, should he/she need to hold specific Fit Pros accountable to what they wrote

The FM also learns very quickly which Fit Pros may need additional help or training

It also helps build the type of culture they need to be successful. Fit Pros who have

completed this have stated that they personally benefitted from the assignment, and

immediately saw the impact with their clients


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New Fit Pro On-boarding Process

The following expectations are required of all new Fit Pros within 30 days of their hire date:

1. Complete online dotFIT Certification course

2. Create personal Program, and customize menus and exercise programs

3. Log food for 30 days

4. Optional: Wear armband and display device for 30 days

o Use online Trainer Armband and Display Coupon Codes for special discounts

(contact dotFIT Rep for discount information)

5. Learn about and experience recommended supplements

o Use online Trainer discount (30% Base Discount. 40% off with dotFIT

Certification)

6. Sample all flavors of powders and bars that the club offers

7. Receive monthly supplement sales goal and Minimum Supplement Qualifier


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8 Questions for Every Fitness Manager

While structuring the right training, compensation, and bonus plans for your Fit Pros will keep

them focused on what matters most to you and your organization, your role as a leader is to

ensure that they are given everything they need to get out there and execute.

Here are eight questions that every owner and operator must be able to answer “yes” to:

Are my requests for completion of certain outcomes or tasks clear, specific and realistic?

Did I clearly communicate what the successful completion/accomplishment looks like?

Did I empower my team with an exact plan and the resources needed that gives them the

best shot at achieving the outcome I am asking of them?

Did I clearly explain why this request is important to everyone involved and the

organization as a whole?

Did I clearly establish priorities that will help guide them (if they only had time to do one

task, which one is most important)?

Are the potential consequences of falling short clear and understood by all involved?

Did the person and/or people involved clearly commit to accomplishing the outcome or

task?

Am I fully committed to overseeing, supporting and holding accountable the person

and/or people involved all the way through until completion?

As George Bernard Shaw said once so eloquently:

“The problem with communication… is the illusion that it has been accomplished.”


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Section 6: Nutrition Program Integration

Top-performing clubs drive participation in the dotFIT nutrition program in two primary

groups of people: Personal Training Clients and General Members.

By following this proven program integration model, you will maximize program participation,

product and training sales, and member retention without any increase in time spent with

members and clients.

Personal Training Clients:

Access to nutrition program and coaching included

Coaching is integrated into current training session time (no “extra time” with client)

Set the expectation that Program Accountability is a key piece to their overall progress

and results

Week 1/Session 1:

Fit Pro creates Program (30mins. Part of PT session). Client to log food

for first 7 days. If purchased armband, wear and upload daily

Week 2/Session 2:

Review food log (& armband data), and present supplement

recommendations. Update measurements (10mins of PT session)

Weeks/Sessions 3+:

Update measurements, review food log (& armband), and

supplementation adherence. Provide adjustments and education as

needed (5mins of PT session)

Fit Pro should follow Integrated Nutrition Coaching Session Outline and Videos found

at www.dotFIT.com/CoachingOutline


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General Members

Fit Pro presents Personal Training with integrated nutrition solution during session

o If PT purchase > Member receives access to Program and Fit Pro schedules

Session 1

o If no PT purchase > Member receives 14 day trial to Program, and Fit Pro

schedules follow-up session/Re-Program in 30 days

Fit Pro should follow Fitness Orientation Session Outline and Videos found at

www.dotFIT.com/FitnessOrientation

The "Re-Program System"

o For members who did not purchase personal training at the time of their

Orientation

o Fit Pro will follow-up with member 15-30 days later for a “Re-Program” session,

giving them the opportunity re-assess and re-sell services and products after the

member has had time to "try it on their own"

o Use a file folder system labeled 1-31, representing the days of each month

o Place member's completed Fitness Orientation card into file folder number

representing a date 15-30 days after the Orientation session. (For example, if it

occurred on the 1st of the month, their FO form would be placed in the folder

labeled “15” for a 15-day follow-up)

o Each day of the month the Fit Pro would check the corresponding date for follow-

up appointments that need to be made. If the appointment is successfully made

it will be booked in the primary club scheduler. If the appointment is not able to

be made, the Fit Pro can insert the member FO form back in to the tickler system

for another attempt within a couple days

o If a member cannot be scheduled after 3 to 4 attempts, their FO form would go in

the “Cold Case File” for quarterly follow-up. In clubs that have multiple Fit Pros,

a manila folder with each trainer’s name should be placed inside each tickler file

(1-31). This will allow each to keep track of members with whom they conducted a

Fitness Orientation and should make the member feel more comfortable to have

someone familiar doing the program re-evaluation.

Download a copy of the complete Re-Program System, including a script for Fit Pros at

www.dotfit.com/nutritionprogramming


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How Much to Charge for Nutrition

Top-performing clubs have confirmed that it is best to not charge extra for nutrition program

services, provided that the previously outlined integration strategies are properly employed.

This is simply an add-on enhancement within something already being done (through personal

training) to achieve the results shown in Section 3.

This counter-intuitive approach produces significantly greater staff buy-in, higher program

participation levels, product sales, and overall profitability for the club.

Still not convinced? Why nutrition should be included in personal training:

Enhances the value of your personal training offerings. Fit Pros no longer sell “time with

a trainer”; they now sell a holistic fitness program with guaranteed results

o Note: Many clubs will increase their personal training service rates by 5-10%

after integrating the dotFIT program. Fit Pro session compensation should also

increase accordingly

No competing services to sell. Staff can focus on selling one complete service, rather

than a la carte offerings

Buying decisions are made easier for the member, who appreciates not having to choose

between training and nutrition services

Ensures all Fit Pros are delivering nutrition coaching to their clients, leading to greater

client results, retention, repurchases and referrals

Members have greater trust in supplement recommendations made by a Fit Pro who

uses a professional supplement screening tool

Club profitability is maximized through increased dietary supplement sales. Dietary

supplements have twice the profit margin of training and coaching services, and, as

consumable products, are purchased monthly


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Should you offer a “Stand Alone” Nutrition Program?

If you outsource, or do not offer any personal training services, your facility qualifies for a stand-

alone nutrition program. Delivered by a dotFIT Certified Fitness Professional, your Nutrition

Program will have the following structure:

8 weeks of nutrition coaching

One 30-min session per week

Fit Pro will follow the Integrated Nutrition Session Coaching Outline

(www.dotFIT.com/CoachingOutline)

Cost: $199 - $249

Fit Pro Compensation: $20 per session, plus 10% commission on all supplement and

Armband sales

If you don’t want to provide Nutrition Coaching Services

The dotFIT LeanPak90 can be sold as a “weight loss solution in-a-box” for clubs that are unable

or do not wish to provide nutrition coaching.

The LeanPak90 is a 90-day self-directed weight loss program designed by Registered Dietitians

at dotFIT. It contains

Meal plans

Food and exercise logs

Three months of dietary support to help the member achieve their personal weight loss

goal

Access to additional online dotFIT support resources


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Section 7: Product Retailing and Marketing

Profitable dotFIT facilities embrace the fact that, as a one-stop shop for its members, their

health club environment provides the ideal setting for retailing professional products delivered

by professionals in a professional way.

In fact, which typical retail store wouldn’t love to have their customers stop by for an hour or

more, 2-3 days each week?

Retailing and merchandising is a science of its own. To make things easy for you, we had the

retail experts create a simple list of the top strategies that will help you maximize your club’s

retail opportunity (for a comprehensive look at retail best practices, check out Why We Buy, by

Paco Underhill):

1. Proudly display your professional dotFIT products in the club

o Communicates your club’s confidence and commitment to your solution

o Aligns with the professional recommendation delivered by your Fit Pros

o Protects your margins (dotFIT ensures no online price undercutting)

o Avoid offering products that compete with your professional dotFIT line:

Helps avoid buyer confusion (“Which product is better?”)

Prevents product cannibalization

2. Be sure that your members see you and your staff using the Program,

Armband and Products consistently

o Set the example yourselves. Show that you believe in what you offer. Walk the

talk

3. Display Cases are fully stocked, faced and rotated based on Best By dates.

Shelf Talkers incorporated. Displays unlocked during business hours

o Locked display cases always prevent more sales than protect against shrinkage

o Products should be easy to access, touch and buy by your members

o Consumers do not like buying the “last one” of any product out of courtesy

o Your product display should visually communicate the pride you have in your

offering (top grocery stores are good models for this)

o Download a display plan-o-gram at www.dotFIT.com/step4retail

4. Inventory control performed daily. Place re-orders weekly or bi-weekly

o Order products on the same day each week (i.e., every Monday), or on two

specific days each month (i.e., 1st and the 15th) to develop sales rhythm and

momentum

o $500 Bonus for your GM or FM for any quarter with <9% shrinkage


30

5. Impulse sales of individual meal replacement bars are captured using

countertop bar displays near point-of-sale locations

o Think of how your local convenience store capitalizes on this, and do the same at

your club

6. Product flyers and posters are posted throughout the club in high-visibility

areas

o Place in line-of-sight areas. When members walk through the club, where do

their eyes naturally go? Place your marketing material here

o Visit dotFIT.com/MarketingConsole for downloadable flyers, posters and more

7. Product Sampling performed monthly at peak times

o Try before you buy. Sampling is the single-most effective retailing and

merchandising strategy available today

o Download a Sampling Checklist at dotFIT.com/Sampling

8. Regular Product Promotions incorporated from Marketing Playbook

(dotFIT.com/MarketingPlaybook)

o Run specials monthly and during the final week of the month to “close out” the special. Do not run the same special every month

o Create specials that leverage the customer to spend more to benefit

Example: 10% off purchase of $50 or more, or 20% off purchase of $100 or

more

For more Marketing Resources, tips and strategies:

Visit www.dotFIT.com/MarketingConsole

or email us at [email protected]

Need Display Cases?

Visit http://www.dotfit.com/step4retail

mailto:[email protected]

http://www.dotfit.com/step4retail


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Section 8: Suggested Reading and Resources

Business Development and Leadership

o Good to Great, by Jim Collins

o Mastering the Rockefeller Habits, by Verne Harnish

o The 7 Habits of Highly Effective People, by Steven R. Covey

o The 8th Habit, by Steven R. Covey

o Linchpin, by Seth Godin

o DRiVE, by Daniel H. Pink

Sales

o The Sandler Rules, by David Mattson

o No B.S. Grassroots Marketing, by Dan Kennedy

o The Sticking Point Solution, by Jay Abraham

Merchandising

o Why We Buy, by Paco Underhill

Mindset

o Awaken the Giant Within, by Anthony Robbins

o Think and Grow Rich, by Napoleon Hill

Hiring

o Who, by Geoff Smart and Randy Street

Other Industry Resources

o IHRSA.org

o NASM.org


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Contact Us

At dotFIT, our mission has always been to save lives through health and fitness, but we can’t do

it without ambassadors like you.

That’s why we have an entire team of experts here to support you, and your dotFIT license gives

you access to all of them.

Think of it this way: Our Team is Your Team.

Customer Service & Technical Support

Toll-free: 1.877.436.8348 (1-877-4-dotFIT)

International/Direct: 1.805.409.3377

Live Customer Service Support is available from 8am to 6pm Pacific Time, Monday through

Friday.

Specific Department Email Support

Customer Service/Tech Support: [email protected]

Product Orders and Shipment Status: [email protected]

Marketing Support: [email protected]

Nutrition and Product Support: [email protected]

Registered Dietitian Support: [email protected]

License and Sales Support: [email protected]

Account Management Support (Business Best Practices): [email protected]

Fax Line

1.805.273.9001

Documents

Success System PLAYBOOK - dotFIT · 2014-10-06 · Section 1: How to use this playbook Welcome to the dotFIT Success System Playbook. This is your guide to everything dotFIT – from