Download pdf - The Business of Personal Training: Best Practices

The Business of Personal TrainingBest Practices

www.brentdarden.com

The

E U R O P E A N H E A L T H C L U B R E P O R TSize and Scope of the F i tness Industry

I N T E R N A T I O N A L H E A L T H , R A C Q U E T & S P O R T S C L U B A S S O C I A T I O N

Make time to work on the business not just in the business.

Competition is more fierce than ever!

Determine your destination & set direction.

Session Objectives:

Best Practices of Prolific Personal Training!

I. Business Model PriorityII. Featured MarketingIII. Team ConceptIV. Professional TrainersV. Continuing EducationVI. Systematic ApproachVII. Accountability MeasuresVIII. Growth Opportunity

Personal Training

I. Business Model Priority

Facility Design


Facility Design


Equipment Selection


II. Featured Marketing

Internal and External Marketing efforts should feature Personal Training.


•Be Assumptive •Feature the Benefits •Encourage the Experience•Proactive Scheduling•Incentive Pricing

Key Strategies of New Member / Client Acquisition:


2008 Nova 7 Marketing Initiative: Member Experience Manager

Member Experience Manager

Matchmaker


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III. Team Concept

III. Team Concept

IV. Professional Trainers

Hire for attitude. Train for success.




V. Continuing Education

Customer Service

Sales Training

Program Philosophy

Business Organization

Technical Skills

C

C

C

C

C

V. Continuing EducationEstablish Standards of Service



Customer Journey Mapping...

VI. Systematic Approach


Establish a System of Sales & Service


We’re Selling Results & Relationships..

Fitness Consultants

Fitness Coordinators

Lead Trainers

OR

OR


Formula for successful Presentation:

Health Exercise History

Fitness Assessment

Goal Setting

Experience of Training

Exercise Prescription

Introductory Offer


Ortho-Kinetics®

Assessment

Client:_______________

Trainer:_______________

Date:________________


Establish Standards of Service


When the right support systems are in place, diversely talented people can flourish.


Business Building Ideas:

1. Pyramid Pass Down

2. Off Peak Training

3. Mentoring Sessions

VII. Accountability Measures

Individual Personal Trainer Budgets

Annual Budget Considerations


Monthly & Yearly Revenue & Net Number of Work Days in month

Sessions Per Day Sessions per Month

VII. Accountability MeasuresTELOS Fitness Services - Individual Professoinal Training Budget2013

Department: Professional Training

Account Number: Work Days & Revenue Driven TemplateDescription: Revenue

Prepared By: Matt Lindenmeyer

Date:

Description January February March April May June July August September October November December Total Avg. Per MonthIndividual Training Rate 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ 150.00$ Work Days Per Month 17 20 21 21 23 18 16 22 21 23 18 17 237 19.8Sessions Per Month 102 120 126 120 132 102 96 132 120 138 108 102 1398 117Sessions Per Day 6.0 6.0 6.0 5.7 5.7 5.7 6.0 6.0 5.7 6.0 6.0 6.0 6 5.9Individual Training Revenue $15,300.00 $18,000.00 $18,900.00 $18,000.00 $19,800.00 $15,300.00 $14,400.00 $19,800.00 $18,000.00 $20,700.00 $16,200.00 $15,300.00 209,700.00$ 17,475.00$ Comission % 60.0% 60.0% 60.0% 60.0% 60.0% 60.0% 60.0% 60.0% 60.0% 60.0% 60.0% 60.0% 60.0% 60%Total Ind. Training Rev. 9,180.00$ 10,800.00$ 11,340.00$ 10,800.00$ 11,880.00$ 9,180.00$ 8,640.00$ 11,880.00$ 10,800.00$ 12,420.00$ 9,720.00$ 9,180.00$ 125,820.00$ 10,485.00$

Avg. Per Month2012 Actuals 21,460.00$ 20,148.00$ 21,200.00$ 17,625.00$ 19,800.00$ 15,475.00$ 16,000.00$ 20,450.00$ 152,158.00$ 19,019.75$ 2011 Actuals 22,875.00$ 18,175.00$ 21,890.00$ 17,755.00$ 20,600.00$ 17,050.00$ 9,575.00$ 21,688.00$ 19,125.00$ 21,010.00$ 18,345.00$ 17,850.00$ 225,938.00$ 18,828.17$ 2010 Actuals 23,290.00$ 20,130.00$ 23,270.00$ 15,440.00$ 19,450.00$ 19,995.00$ 14,560.00$ 20,240.00$ 19,460.00$ 20,073.00$ 18,055.00$ 16,950.00$ 230,913.00$ 19,242.75$ 2009 Actuals 21,140.00$ 18,830.00$ 17,270.00$ 22,600.00$ 20,490.00$ 22,130.00$ 15,650.00$ 21,180.00$ 21,920.00$ 21,380.00$ 14,150.00$ 20,480.00$ 237,220.00$ 19,768.33$ 2008 Actuals 24,500.00$ 22,430.00$ 21,375.00$ 25,710.00$ 24,165.00$ 24,180.00$ 22,620.00$ 22,880.00$ 24,895.00$ 24,570.00$ 16,120.00$ 15,470.00$ 268,915.00$ 22,409.58$

Comments / Justification:

Jan:

Out for a week with new baby

Feb:

Mar:

Apr:

Possible long weekend to Broken Bow OK

May:

Memorial Day Holiday

Jun:

Long weekend in Chicago

Jul:

1 week vacation and 4th of July is on Thursday so possibly losing 2 days

Aug:

Sep:

Labor Day

Oct:

Nov:

Dec:



Key Performance Indicators (KPI’s)

What gets measured, gets managed.

Key Performance Indicators & Dashboard Metrics

• Daily Sales Analysis Report

• Conversion Rate Analysis

• Capacity of Open Availability

• Number of Sessions Performed

• Average Price Per Session

• Assessment Run Rate

• Client Retention

• Percentage of Revenue from PT

• Customer Experience - NPS Scores


VIII.Growth Opportunities

Price for Production

Develop Tiered Pricing

Focus on Net Revenue

Establish Incentive Plans

Define Advancement Systems




* PT Bonus System Example

* PT Bonus System Example


Chinese Proverb:“The best time to plant a tree is 20 years

ago. The next best time is today.”

The Business of Personal TrainingBest Practices

www.brentdarden.com