CONGRATULATIONS MINDY MYLREA, 2015 PFP TRAINER OF THE YEAR! NOVEMBER-DECEMBER 2014 WWW.FIT-PRO.COM
HELPING YOU PROSPER AS A FITNESS PROFESSIONAL
BECOME A FITNESS
marketing trends outlook
OPEN, LEAD AND GROW
an anything-butaverage studio
JOURNEY TO SUCCESS The journey of the 2015 PFP Trainer of the Year: Be better. Be different.
PFP ONLINE Visit | www.fit-pro.com VOLUME 16 | ISSUE 7
president & publisher
chad griepentrog | firstname.lastname@example.org audience development manager
rachel spahr | email@example.com sales
chad griepentrog | firstname.lastname@example.org editor
lindsay vastola | email@example.com managing editor
mike beacom | firstname.lastname@example.org creative director
Fitness business basics How to write a book and self-publish Greg shares his experience, knowledge and step-bystep plan to finally write the book you’ve been eager to get done. By Greg Justice
OUR ONLINE COLUMNISTS
Visit our website or YouTube channel to view weekly instructional videos from some of the most respected names in the fitness industry.
1.4% 2.9% 4.6% 14.3% 76.4%
Functionally Fit by Brian Schiff 21-50
NEXT POLL Visit: www.fit-pro.com to participate Do you focus your business primarily on a specific niche?
VIDEO Exercise of the Week
If you own your own business, how many staff members do you currently manage?
Just starting your fitness business? Travis outlines the first key steps to make your move into entrepreneurship a success. By Travis Barnes
Career Builder by Josh Bowen
EXTRA Training Wheels Are you charging enough? Many fitness professionals wonder why they aren’t taking home as much money as they estimated. Lindsay Vastola shares a three-step process to ensure you’re charging enough and earning what you’re worth.
a. Referral programs
jennifer cario, nick clayton, brent gallagher, jonathan goodman featured columnists
michelle blakely, greg justice, phil kaplan, jason karp and bedros keuilian
RB Publishing Inc. 2901 International Lane Madison WI 53704-3128 Tel: 608.241.8777 Fax: 608.241.8666 Email: email@example.com Print Subscription Information Subscriptions are free to qualified recipients: $36 per year to all others in the United States. Subscriptions rate for Canada or Mexico is $60 per year, and for elsewhere outside the United States is $80. Back-issue rate is $5. Send subscriptions to: By mail: PFP, P.O. Box 259098 Madison WI 53725-9098 Tel: 608.241.8777 E-mail: firstname.lastname@example.org Fax: 608.241.8666 Website: www.fit-pro.com Digital Print Subscription Information Digital Subscriptions to PFP are free to qualified recipients and may be ordered at www.fit-pro.com/subscribe. Reprints For high-quality reprints, please contact our exclusive reprint provider. ReprintPros, 949.702.5390, www.ReprintPros.com. All material in this magazine is copyrighted © 2014 by RB Publishing Inc. All rights reserved. Nothing may be reproduced in whole or in part without written permission from the publisher. Any correspondence sent to PFP, RB Publishing Inc. or its staff becomes property of RB Publishing Inc. The articles in this magazine represent the views of the authors and not those of RB Publishing Inc. or PFP. RB Publishing Inc. and/or PFP expressly disclaim any liability for the products or services sold or otherwise endorsed by advertisers or authors included in this magazine.
b. Facebook/social media advertising
PFP is published six times per year (Jan/Feb, March/ April, Spring 2014 Buyers Guide, July/Aug, Sept/Oct, Nov/Dec).
c. Print advertising
PFP (ISSN 1523-780X) [Volume 16, Issue 7]
Published by RB Publishing Inc. 2901 International Lane, Suite 100 Madison WI 53704-3128, Tel: 608.241.8777
d. Business partnerships e. Other
Entrepreneur by Cabel McElderry
kelli cooke | email@example.com
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
Periodicals postage paid at Madison WI and additional offices. Postmaster: Send address changes to: PFP | P.O. Box 259098 | Madison WI 53725-9098.
LETTER FROM THE EDITOR
Lindsay Vastola | firstname.lastname@example.org
Dan Ritchie | www.functionalaginginstitute.com
Why not me? On October 23, we were thrilled to announce our 2015 PFP Trainer of the Year, Mindy Mylrea, at the Club Industry Show in Chicago alongside the other deserving finalists, Brent Gallagher and Jacey Gengenbach. As you’ll discover in Mindy’s Journey to Success feature, there’s a question that seems to be the catalyst at each intersection of her storied career: “Why not me?” This seemingly simple question carries incredible power. The following pages of our end-of-year marketing issue are chock full of the latest marketing information, checklists and strategies that you can implement in your business, whether you’re an independent trainer or an industry veteran. But beyond marketing plans and strategy, at the core of our own journey to success, we need to continually challenge ourselves to quell thoughts of fear and self-doubt and ask ourselves, “Why not me?” and let the doors of limitless possibility open. As Bedros Keuilian highlights in his column, how you do the first 60 days of the New Year is a predictor for the outcome of your business at the end of the year. Enter into 2015 with your guns blazing. Commit to creating a plan and more importantly, commit to taking meaningful and purposeful action so you can impact more lives and reap the rewards of your hard work. Ask yourself daily, “Why not me?” and let it spur you to take risks, do what’s uncomfortable and stretch a little more each day.
As you flip through this issue and begin planning your 2015 goals, be sure not to miss: } } }
Our end-of-year special feature, “Snapshot of 2015” where industry experts share their predictions for fitness marketing trends. The 2014 special 7-part “Studio Series” offers an action-focused article by Brent Gallagher on leading an “anything but average” studio. Facebook continues to be the go-to marketing platform for some of the most successful fitness professionals. Jennifer Cario gives the run-down of the do’s and don’ts of Facebook marketing as the social media site continues to evolve.
Thank you for another great year and I look forward to connecting with you in 2015! I’d love to hear how PFP can continue to enhance your career and personal growth – be sure to connect with us! To close out 2014, just imagine…if we each asked ourselves daily, “Why not me?”… imagine the possibilities and the impact on our own lives and the lives of those we serve. Cheers to your limitless success in 2015,
Marketing for success In Dan’s last column as the 2014 PFP Trainer of the Year, he highlights the marketing strategies currently working for his businesses.
Where are you currently seeing the most success in your marketing? I’m currently seeing the most success with Facebook and email in a combined approach. I’m using Facebook to build a new email audience and then email marketing to eventually get them in the door. This marketing strategy is also cost-effective.
If there is one thing you would have done differently in your marketing, what would it be? Less high-cost marketing approaches such as newspaper, magazine and print ads. They have a very high cost with a small to zero return. I have convinced myself to never, ever do radio again – just very little, if any return. I am not sure if it is unique to our market, but radio seems to move no one towards a fitness program.
What advice would you give on how to effectively market a new business? I would strongly encourage young fitness professionals to get networked quickly. Having 40 business colleagues/friends/associates is very valuable. Whether through a BNI group, the chamber or some other business networking arena, it is important to consistently network and know the pulse of small business owners in your market. They can teach you what is working in marketing on the street at any given time. PFP media would like to congratulate Dan on a successful year as the 2014 PFP Trainer of the Year, and for truly representing the professionalism and integrity of the fitness industry!
Trainer of the
Editor’s correction to the September-October 2014 issue: Photo credit for the Journey to Success feature of Molly Galbraith Andrew Fore Photography, www.andrewfore.com.
Year 2014 NOVEMBER-DECEMBER 2014 | WWW.FIT-PRO.COM | 5
OTHER Columns 08 Treadmill Talk
E.R.I. Marketing By Greg Justice
09 Top-Notch Training The three commandments of marketing By Michelle Blakely
10 Boost Your Business Your 2015 fitness marketing checklist By Bedros Keuilian
PFP Trainer of the Year: Mindy Mylrea Be better. Be different. Because one woman asked, “Why not me?” By Lindsay Vastola
10 Education Connection Find a mentor By Jason R. Karp
30 Be Better Harnessing the driving force of change By Phil Kaplan
Departments 05 Letter from the Editor Why not me?
Master the art and science of asking for referrals
Collaborate with your top five marketing mavens
Your grand opening: driving sales and leading your team to keep the doors open
Open, lead and grow an anything-but-average studio, Part 7
By Jonathan Goodman
By Brent Gallagher
Rethink your Facebook strategy
Understand the do’s and don’ts of Facebook marketing for big results By Jennifer Cario
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
11 Product Profile Tabata Bootcamp
23 The Message Dan Trink
24 Education Trends Training trends and opportunities By Nick Clayton
Marketing snapshots for 2015
26 Exercise Spotlight 28 New on the Market 29 Events Calendar
TREADMILL TALK Greg Justice | www.aycfit.com
E.R.I. Marketing S.H. Simmons summed up marketing like this: “If a young man tells his date how handsome, smart and successful he is - that’s advertising. If the young man tells his date she’s intelligent, looks lovely and is a great conversationalist, he’s saying the right things to the right person and that’s marketing. If someone else tells the young woman how handsome, smart and successful her date is - that’s PR.” Saying the right things to the right group of people is marketing. It’s also the single most important process you must create, build and maintain to have a successful business. There are more than a hundred different marketing strategies and it’s critical to choose the right one for your business. Many people confuse marketing and advertising, but advertising is just one component of marketing. My customized marketing plan can be summed up in three words: educate, relate, interrogate. It’s a combination of three strategies (education-based, relationship and precision marketing) that I thought were important to create the customer-centric business I envisioned from the beginning. Educate: To inform. It begins with education. There’s a misconception that promoting what you do is the most important function of marketing, but I believe that establishing your knowledge and trustworthiness is the key. When a client buys your training services, they’re buying the personalities, skills and talents of YOU and your team. Education-based marketing establishes trust and credibility through educational messages (advertising pieces, blog posts, speaking engagements, etc.). People are tired of “sales pitches” and manipulation tactics. They’re much more willing to listen when you share important facts and expert information useful to their well-being. Relate: To establish a social or sympathetic relationship with an individual. The next phase is about building relationships. The “ladder of customer loyalty” progresses like this: prospect, customer, client, supporter, advocate. Each step is important in developing long-term relationships that nurture your business. Interrogate: To ask questions of (a person), sometimes to seek answers or information that the person considers personal. Finally, you must “interrogate.” What I mean by that is to ask questions of your “best” clients through a systemized process that includes surveys and face-to-face meetings, to discover why they use your service. Remember, you’re selling the dream, not the goal. It’s important to learn what your clients dream, or as Simon Sinek calls it, their “why.” That’s when you’re in the business of making dreams come true.
Greg Justice, MA, CPT, is the founder of AYC Health & Fitness (www.aycfit.com) and the Corporate Boot Camp System (www.corporatebootcampsystem.com). He has been actively involved in the fitness industry for more than a quarter of a century as a club manager, owner, personal trainer and corporate wellness supervisor.
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
TOP-NOTCH TRAINING Michelle Blakely | www.blakelyfit.com
The three commandments of marketing Smart marketing attracts and captures your ideal clientele. It is essential to having a successful book of business. In the last 12 years, I have made some marketing blunders and stumbled upon some marketing gold. Here are my top three rules for tapping into the magic of identifying and welcoming clients into your company. Invest in it well and it will pay dividends. 1. Know your demographic and know what problem your services will solve for them. A successful marketing campaign only works if it reaches your perfect customer. I appreciate that some print ads are mailed to 20,000 people. However, if only three percent of those people are your demographic and only half of those actually read the print ad, it’s not a great use of your time and money. Take time to understand and analyze your consistent customers. Target more people like them and bring them into your business with images and copy that speak to solving their problems. 2. Be consistent in your efforts. Do you post on Facebook? Write a blog? Appear as a guest speaker? Offer lunch-and-learns? Whatever you do in terms of marketing posts and appearances, be consistent. One of my former editors said it best: “Consistency trumps content.” This doesn’t mean you should just post anything or arrive unprepared. But offering an inspiring quote or striking workout photo will keep you consistent without consuming too much of your time and prevent you from canceling in-person marketing engagements. 3. Audit every campaign. Where did your last three clients come from? How successful was your recent open house? I recommend that every trainer audit their efforts. Clearly state the purpose of your campaign. Are you trying to obtain three new Pilates students? Increase your Twitter following? Express gratitude to current clients for their patronage? Whatever the goal, state it clearly. Then, list how much time and effort you spent and what went well and what went wrong. I actually give each campaign a final grade. Then, when I consider something similar in the future, I have better decisions built right into my process.
Michelle Blakely is the owner of Blakely FIT, Inc., Strength Training Exclusively for Women, public speaker and author of the Friday Quickie blog. She is a two-time winner and two-time runner up of the Chicago Reader’s Best of Chicago Personal Trainer award. Reach Michelle at email@example.com, www.twitter.com/BlakelyFit and www.facebook.com/blakelyfit.
NOVEMBER-DECEMBER 2014 | WWW.FIT-PRO.COM | 9
BOOST YOUR BUSINESS
Bedros Keuilian | www.PTPower.com
Jason Karp, PhD l www.Run-Fit.com
Your 2015 fitness marketing checklist
Find a mentor
There’s no better time to create your marketing plan for 2015 than now. I’ve found in our industry that the first 60 days of the year usually determine the financial outcome of your entire year, so planning ahead is the best thing you can do to ensure that you have a successful year. If you fail to plan your marketing strategies for 2015, then you plan to fail. Below, I’ve given you a marketing plan for your first 60 days of the New Year so that you can make 2015 your best and most profitable year yet.
When I was in high school, my electronics teacher had a silly saying to remind his students of how to handle electrical wires: “One hand in pockey, no get shockey.” Like touching wires with both hands, there are lots of things you shouldn’t do. Wearing leg warmers on the treadmill, throwing a paper airplane at your high school teacher, and not buying your twin brother a present claiming you forgot his birthday would all be considered by most as errors in judgment. Although there are many paths to success when it comes to the seemingly broad fitness industry, trying to figure it out on your own is one of those things you shouldn’t do. Whether because of my ignorance or my renegade personality, I have tried most things on my own, eschewing help from others, and I have failed more times than I can count. If you’re at the beginning of your career (or even in the middle of it and searching for a change), find someone, like a business partner, coach or mentor whom you trust who has proven success and can help you meet your potential and achieve your goals. Many people are happy to share their knowledge and experience with you. Too many people, myself included, coach themselves, doing things haphazardly that often don’t conform to a plan, while throwing caution to the wind and hoping for a good result. At best, their life and their livelihood stay the same and at worst they never meet their potential and feel like a failure when things don’t work out. A mentor is the greatest asset you can have, just like a coach is the greatest asset an athlete can have. Every successful person has had help along the way. A mentor will teach you what you need to know to be successful. He or she will give you advice, show you how to develop a plan, discuss options and ideas with you and motivate and inspire you to do things that you never thought possible. A mentor can be a trainer, motivator, teacher, a source of inspiration and even a confidante. He or she can guide you to achieve a level of success that’s hard to obtain on your own. It’s in that relationship where true education lies.
The foundation of your marketing and lead generation: 1. Referral generation 2. Email marketing 3. Facebook marketing 4. Cross promotions with local businesses You’ve probably heard this saying before: “Always have multiple poles in the water.” The four tactics I mentioned above are your marketing “poles” and each and every month you should have at least three of the four in the water. The best way to look at the marketing of your fitness business is to make sure that each month you’re deploying one online, one offline and one internal campaign. If you’re running an eight-week transformation challenge in January as a low-barrier feeder program into your business, the last two weeks of December you’re going to run ads on Facebook that drive targeted traffic to a specific webpage that promotes and sells your eight-week challenge. At the same time, you’re going to promote the challenge to your prospect email list. Your internal marketing campaign for the month will be running a referral generation contest to your clients for a one-week period. Get them to promote your eight-week challenge to their friends, family and co-workers and each time a client refers a new client who signsup you’ll give them a portion of that money as a referral commission. Finally, your offline marketing program is to run three lunch-andlearn nutrition seminars at three local businesses and then invite them to try your program for two weeks for a low cost. Next month you’d repeat the process with an online, offline and internal marketing campaign, but with new and different offers. Your goal should be to always grow your email list of leads, prospects and clients so that you can make new offers to a bigger list each month. Learn how Facebook ads, promoted posts and sponsored posts work so that you can target ideal clients in your area. Always find a way to reach out to local businesses each month and add value though mini-seminars and cross promote your offers to make it a win-win. Bedros Keuilian is a fitness business consultant and founder of Fit Body Boot Camp. Get free fitness marketing and business tips at his blog RenegadeFitnessMarketing.com.
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
Jason Karp is one of the foremost running experts in America, 2011 IDEA Personal Trainer of the Year and recipient of the 2014 President’s Council on Fitness, Sports & Nutrition Community Leadership Award. He is the creator of the Run-Fit Specialist certification. A PhD in exercise physiology, he has more than 200 publications, has authored five books, mentors fitness professionals and speaks around the world. www.Run-Fit.com
PROFILE: TABATA BOOTCAMP Byline: Kate Jordan | Website: www.TabataBootcamp.com | Email: firstname.lastname@example.org | Phone: 800.464.7309
Not Just a Workout…But a Work IN! International Fitness Champion and PFP’s 2015 Trainer of the Year, Mindy Mylrea, is taking the fitness industry by storm with Tabata Bootcamp. Tabata Bootcamp is an 8-week turn-key program based on highly efficient and effective HIIT exercises, sound nutrition, and positive behavioral science. The result is amazing body transformations for clients – transitioning them away from unhealthy habits towards a sustainable lasting lifestyle. Every aspect of how Tabata Bootcamp is taught reinforces the bond with the trainer and their clients, creating lifelong client relationships and real fitness success. Consisting of High Intensity Internal Training (H.I.I.T.) workouts three times a week with a trainer, Tabata Bootcamp’s philosophy is “Quality, Not Quantity.” In other words, the effect of a workout should not be based on the amount of time devoted to exercising, but rather what the exercise does for your body after the workout is over. With Tabata Bootcamp, you not only burn calories during the exercise, but your body keeps burning extra calories for the next 24 to 48 hours (as much as five times the amount burned during the exercise). This short duration, but high intensity interval training (HIIT) creates a prolonged afterburn, or EPOC (excess post oxygen consumption). This type of training causes the body to take longer to return to its state of rest, so it continues to burn calories at a higher rate long after the workout session has completed. But Tabata Bootcamp is not your ordinary bootcamp. What makes Tabata Bootcamp unique is that it is structured as a small group behavioral change experience for the bootcampers. “As trainers, our biggest challenge is what our clients do when we are not with them,” states Mindy Mylrea. “It’s the other 23 hours during the day when our clients are making poor food choices or falling back into bad habits that sabotage their results. To make true sustained change, we need to replace bad habits with healthy habits. Through online coaching outside of the
group workouts, Tabata Bootcamp reinforces accountability and ignites this super support small group culture. You see the bootcampers share ideas, challenges, ask each other questions, and cheer each other on, and it cultivates this strong sense of team and motivation.” Tabata Bootcamp also incorporates nutritional coaching and daily at-home online workouts in which bootcampers participate. Bootcampers not only receive fitness and nutritional tips, but more importantly, tips to help establish healthier lifestyles that are sustainable for long-term success. A Tabata Bootcamp trainer teaches members that small steps can yield big results. The program is also designed as a revenue generating program for trainers. Instead of charging a set fee for personal training, trainers can effectively price the program and train small groups to generate successful profits. It is also structured to feed into personal training, so at the end of a bootcamp, trainers may see clients either signing on for the next bootcamp or pursuing private training sessions, effectively establishing retention and lifelong clients. “The key is finding something that is realistic, sustainable, and most importantly something that people will want to do. That’s what Tabata Bootcamp offers. It provides sustainable fitness in a small group culture that motivates people, keeps them accountable, and ultimately helps them stay on track for long-term success.”
Be Better. B Trainer of the
Year 2015 CURRENT TITLE: Multi-award winning international fitness presenter, Creator of Tabata Bootcamp and Gliding COMPANY NAMES: FitFlix Productions, Tabata Bootcamp, Gliding, Savvier Fitness, mindymylrea.com DEGREES & CERTIFICATIONS: ACE and AFAA FAVORITE PIECE OF EQUIPMENT: Gliding discs, of course! FAVORITE SNACK: My very own homemade vegan cacao balls FAVORITE QUOTE: Yesterday is history, tomorrow is a mystery, now is a gift. This is why it is called the present. -Deepak Chopra CONTACT INFO: email@example.com firstname.lastname@example.org
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
Journey to Success
By Lindsay Vastola
Be Different. Because one woman asked, “Why not me?”
“My career has been about creating trends, not following them. I look for what isn’t being done and I try to come up with the next thing. I think this is why I have had such a long life in this industry. Not to reinvent but to invent. Not to recreate but to create. I am asked all the time, ‘How do you always come up with something new?’ My response? ‘This is my job.’” Mindy Mylrea If you are not yet familiar with the wildly expanding Tabata Bootcamp, then you surely are familiar with Gliding discs. You’ve likely used a Body Bar, BOSU, Sport Rope or a Resist-a-Ball or products from Schwinn Cycle, SPRI, Power Systems or Stroops. Maybe you’ve attended an IDEA, DCAC, AAAI, SCW, ECA, FITFEST, AFPA, Empower, IHRSA, JCC, ACSM, SCW MANIA, CANFITPRO or ASIA FIT event. And chances are good that even if you’re new to the fitness industry, you’ve in some way been impacted by the work, determination and innovation of Mindy Mylrea. The 2015 PFP Trainer of the Year has earned the respect of fitness professionals both nationally and internationally for her continued innovation and dedication to the industry for the better part of 30 years. From group fitness programming and home workout programs to the equipment we use daily,
Mindy has served as an influential innovator, creator, teacher and leader. Here is a glimpse into her journey to success…
forces and launched FitFlix Productions, a fitness video production company as well as a mentoring program for aspiring video stars.
THIS JOURNEY BEGINS AT THE DISCO
THE TRAINER’S TRAINER
Mindy’s career in the fitness industry started at 17. To put herself through school, she led mother-daughter disco classes — a fitness option that had not yet been offered but quickly required a spot on a waiting list. She eventually convinced a local racquetball gym to allow her to use their courts to teach “aerobics,” teaching upwards of 22 classes weekly, using soup cans for weights and an old boom box. She hired and trained more instructors and this would pave the way for her to impact group fitness as we know it. With an unwavering determination, Mindy won the coveted National and World Aerobic Competitions in 1991 and her national and international recognition took off. She received offers from leading fitness product companies and industry leaders to create programming and present globally. In 2003, with two US patents and likely more challenges and obstacles than most can fully understand, the sliding discs exercise system Gliding was introduced to the world of fitness. She and her husband soon joined business
Over the next decade, Mindy’s resume continued to collect the industry’s most prestigious awards and recognition. But even as her calendar became booked nearly every weekend with training, presenting and teaching thousands of fitness professionals, her humility and appreciation for her opportunity to be a “trainer’s trainer” has never led to ego. As she notes, “Every session I lead I greet everyone at the door — it doesn’t matter if I have 50 or 500 attendees. I look each person in the eye and personally thank him or her for attending my session. This sets the stage for the entire learning experience. I am doing my job so that all instructors who I come in contact with can learn by example.” With increasing national and international visibility, Mindy realized that while many doors were opening for her, she understood the gravity of the choices she made with those opportunities. She needed to prove herself worthy of each opportunity and this served as her motivation to develop cutting-edge and diverse programming; not simply to create a better way, but to create a different way of doing things. This is what ultimately fueled both Gliding and Tabata Bootcamp.
INNOVATION BEYOND EXERCISE For the better part of her career, Mindy created innovative workout programming but realized she had the opportunity and the desire to offer
NOVEMBER-DECEMBER 2014 | WWW.FIT-PRO.COM | 13
more of what she knew was really needed: more accountability, more connection and more discussion about food, behavior change and exercise. She knew her next innovation, Tabata Bootcamp, would be a comprehensive turnkey program that she could offer trainers and clients. Tabata Bootcamp is the culmination of all that Mindy values and represents beyond fitness. It has been the launching pad for fitness professionals to open their own fitness studios and has offered others a new career path. Above all, it has generated real change in wellness for the clients they touch.
Mindy believes that as a fitness professional, she has a huge responsibility to affect change, and she needs to do so by teaching, coaching and mentoring without ego… much like she has exemplified for the better part of her life. In Mindy’s words, “My career adversity has given me my greatest gifts to give others. By working tirelessly and with gratitude I have been given the gift of my husband being able to join me in business. My travels away from my children allowed each of them to accompany me to destinations otherwise untraveled. By being at fitness conferences or trainings every weekend I am able to touch so many lives that in turn touches every part of me. With every obstacle come great gains. I remember right after my mother died in 2001 I had to teach at the IDEA conference. Being in front of this warm and accepting group allowed me to share empathy and depth. I am now living with my husband who lives with cancer and my number one focus to instill in the instructors I teach is the knowledge that life is finite and if we teach from the heart nothing else matters.”
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
WHY NOT ME? There is something incredibly genuine and authentic about Mindy. She emits an energy that is just the right mix of motivation and compassion, confidence and humility. She has a sense of humor that shows that she doesn’t take herself too seriously, but when it comes to setting a goal and far exceeding expectation, she has an impenetrable focus and determination. There’s really no question how or even why Mindy has earned such great levels of success. Not by luck. Not by happenstance. And surely not by chance. Mindy likely would not define her success by the number of DVDs she’s released or the number of products or programs she’s created, but rather by the number of lives she feels privileged to have impacted. Mindy has been a respected figure in the fitness industry for the better part of 30 years, and at the core of each success she’s achieved lies the question she asked herself before she started, “Why not me?” Mindy is a testament that hard work, humility and a drive to be not just better but to be different can pave the path of lifelong success. Let Mindy’s journey to success inspire you to ask yourself, “Why not me?”
BY JONATHAN GOODMAN
MASTER THE ART AND SCIENCE OF ASKING FOR REFERRALS COLLABORATE WITH YOUR TOP FIVE MARKETING MAVENS A maven is a person in a position of power in your neighborhood. Mavens are influential in that they maintain a significant number of connections and their recommendations are trusted. Establishing and maintaining a consistent relationship with some select “hidden” mavens in your neighborhood is a great way to become the go-to trainer in your area and attract a continual stream of referrals. A relationship is a two-way street so it is pertinent to have something to offer the maven in return. Outlined below are five common marketing mavens with whom you may consider aligning.
COFFEE SHOP BARISTAS Pay $2+ for your coffee and go to the neighborhood coffee shop every day. Consider
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
the insane mark-up a work expense. Wear your personal trainer shirt and walk in with a big smile. Say hello and ask how the barista is doing. Always tip and say thank you. Over the coming days you will see the same barista(s). After a few visits, he or she will ask if you “work at that gym down the street” because of your shirt. Say that you do, and mention that you offer a referral bonus if he or she sends anybody your way. (Note: do this whether or not the gym supports it. You can afford to pay 10 percent out of your own pocket on the first package a new client buys.) The barista will be ecstatic. Hand the barista a business card or flyer. Baristas know everybody. Take your breaks during the day to read or work in the coffee shop. Continue to go into the coffee shop
and the barista will start to go out of his or her way to introduce you to other customers.
REAL ESTATE AGENTS Your ideal client is somebody with money who is new to the area. Real estate agents are the first line of contact with new members of the community, which makes them perfect mavens. Take 30 minutes and walk around the neighborhood closest to where you work or own your facility. There are probably three to five agents who have signs posted in front of different houses. Write down their names and phone numbers but don’t call them yet. First, figure out how to offer them something. This might be arranging for a free membership for the agent at your gym. If you are an individual trainer, you have a number of dif-
the local salons in your area (ideally the higher-end ones) and introduce yourself at a time when they are not very busy — generally between the hours of 2 and 4 p.m. Tell them that you are currently accepting clients and will offer them a referral bonus for anybody they send to you. For a hairdresser, I suggest leaving information that their clientele wants to read. For example, if the clientele is mostly 30- to 50-year-old women, write up a short article on post-pregnancy fitness. If you train men, write an article on mistakes men make building muscle and leave it at the barbershop.
NUTRITION STORE EMPLOYEES The employees at the local health food or supplement store get asked questions daily about how to lose fat, gain muscle and feel better. They even get asked questions about workouts and, while some of them might be trainers, they usually are not looking at personal training as a career. Introduce yourself at the store and mention that you give referral bonuses for anybody they recommend. Depending on the store, you can offer to leave some information. Large chains like GNC likely won’t let you leave physical materials but neighborhood stores might.
CURRENT CLIENTS ferent options that include everything from inhome training to offering eight sessions for the price of ten to training them for free. Once you have decided what to offer, contact the real estate agent to introduce yourself and tell her that you’re taking on new clients in the area. Tell her that you would also be interested in hearing how you can help her with her fitness. Be persistent. Real estate agents are busy and over-stressed people. Keep calling and leaving messages offering to help without asking for anything in return. If they are not looking for fitness help themselves, think outside the box—maybe she has a significant other you can train. Even if training her is not an option, you can ask to include a welcome gift to new homebuyers. This includes a certificate for a trial membership and some materials on fitness that you have written with an invitation to meet you. Real estate agents appreciate hustle and they respect people who do not take “no” for an answer. You will need to stay on them, but it will pay off.
HAIRDRESSERS Hairdressers’ days are full of small talk. Find
Do not be worried about hurting your existing relationship with your clients when you ask for referrals—most will want to support you. It is uncommon for your clients to know how the business works, so tell them. If they know that your success is dependent on referrals, they will be more open to sending you others. A lot of trainers feel awkward asking, so below is a script to start with. At the end of a session, either during a stretch or when the client is sitting in your office about to leave, say … “Thanks again for your great work today! You really smashed those deadlifts. There’s something I’d love to have a quick chat with you about if that’s alright.” [Make the compliment specific and ask if it is alright to keep him a moment longer.] “I’ve noticed that I’m going to have some gaps in my schedule coming up due to some personal issues with a couple other clients. I’m asking my clients first if they know anybody who might be interested in training. I want to make sure I keep the spots open to look after my clients’ friends and family first before marketing to the outside world. Do you know of anybody who might be interested in training?”
At this point your client will hopefully mention someone. If he doesn’t, no problem. Thank him for his time and say goodbye. If the client suggests someone, ask if the person has any specific fitness goals or issues. If he says something like, “well, she hurt her shoulder recently,” you can say something like, “Great! I have a lot of experience working with shoulder injuries and am happy to get in touch with her physician to get all of the details. Do you mind asking her for permission for me to call her?” The client will likely say yes. Provide a takeaway in the form of a complimentary week membership and business card or something similar for the client to pass along with some incentive—however, this is not necessary to obtain referrals. Now, here’s what you’re not expecting: most of the time you will never hear about this lead again. Your clients are busy and they forget to pass along your info. Don’t make it awkward by asking them again and again. Instead, follow my referral ensure system. Without telling them you’re going to send it, find a great article on whatever condition was mentioned and how to rehab it. You get double points if you wrote it yourself. Send it to your client, asking him to pass it along to his friend later that night or the next day. The material adds value to your services and provides a non-intrusive nudge to your client to pass along the info. Once your client does pass on the info, he will surely preface it with, “my trainer asked me to pass this on to you,” or better yet, “my awesome trainer asked me to pass this on to you.” In the email, ask the client if his friend will give you permission to call (because the person probably won’t call you). When you get the okay, make the call and arrange a time to meet. Assuming you do a great job with your clients, getting more personal training referrals is both an art and a science. The first step is to ask. Find local marketing mavens that align with your business and will send you a continual stream of new opportunities.
Jonathan Goodman is the creator and head coach of www.thePTDC.com, a collaborative blog that teaches how to become a personal trainer and have a happy, profitable and fulfilling career. He is also the author of Ignite the Fire: The Secrets to a Successful Personal Training Career.
NOVEMBER-DECEMBER 2014 | WWW.FIT-PRO.COM | 17
Part 7 of 7
Opening and operating a successful studio: A 2014 PFP Special Series
YOUR GRAND OPENING: Driving sales and leading your team to keep the doors open Open, lead and grow an anything-but-average studio By Brent Gallagher Nobody sets out to build an average training studio. But when it comes to team development, most seem to follow the status quo: more certifications, training conferences and DVDs, new toys, and more creatively named classes to attract interest. There are two major flaws with this philosophy: 1. There are only so many ways to reinvent the training wheel. 2. There is a limited equipment budget for new toys. If you are truly committed to developing an anything-but-average studio, you have to be intent on developing a team of leaders versus a team of trainers. Here are a few essential steps to open, lead and grow your anything-but-average studio.
Define “anything but average” To build the studio of your dreams, to impact more lives and increase profits, you need to un-
pack this question: How can you create something so valuable, so unique, your clients will continuously invest in your services and invite friends to experience your studio? It’s not the paint on the walls, nor is it the inspirational pictures or quotes. And it’s not the fancy bells and whistles. Developing an anything-but-average studio starts with the team you build to deliver the value you promise. How can you make your team better? What’s the greatest value you can provide them: Money? Vacation? Promotion? The greatest value you can offer your team is your time.
not the only important thing in your life. Systems become dated. Buildings deteriorate. Machines wear. But when you develop leaders, you create a movement. Look at it this way: the communities we serve don’t want more workout time; they want access to leadership to help them achieve their hopes and dreams as efficiently as possible. Our team wants access to this type of leadership as well. They are not pursuing conventional success. They want: } A flexible schedule } A family atmosphere } To be led uniquely } Early opportunities with big responsibilities
Time is your number one asset Time is the new money. Think of it as relational equity. It says ‘I care about you, in all areas.’ The leader you’re becoming; the marriage and family you’re building; the person you’re striving to become. It lets them know that work is
If you offer these intangibles to your team they will build an anything-but-average studio with you, not for you. In essence, our team is our first and most influential client. They are the ones making the magic happen, so long as their needs are met.
Topics covered in our exclusive 7-part studio series: (If you missed parts 1-6, access our digital issues online: www.fit-pro.com)
Part 1 (Jan-Feb)
Part 2 (March-April)
Part 3 (Spring Buyers’ Guide)
Seven keys to open and operate a successful fitness studio A glimpse into PFP’s exclusive 7-part series
Know your numbers: The real costs of opening a fitness studio and how to get financing Financials are often the Achilles heel of most business owners. Get clear on the real and hidden costs of a new studio, understand cash flow management and explore creative ways of financing your new business.
Equipment ideal for your studio Finding the right equipment for your studio is the fun part, but make sure your equipment suits your space and that you get the most value for your investment.
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
Leadership building tip - the 3-1-1 Plan: 1. 3 teammates 2. 1 leadership book for each 3. 1 time a week
STUDIO SERIES SPONSORS
Invest in three different leadership books for three teammates. Gather once a week for 30 minutes to discuss three chapters at a time. Allow them to teach three main points. This is truly an anything-but-average leadership practice to empower others to teach and lead their peers.
#2: HOLISTICALLY INVOLVE YOUR TEAM The best teams do life together. A true family environment means there are important things happening outside the studio in the lives of your team that affects their performance. Keep in mind that if relationships and finances are in good places, people show up to work ready to engage and lead.
Leadership building tip - develop a family atmosphere: www.TabataBootcamp.com
To build a studio that’s truly unique, you have to do things no one else is doing. Here are three factors to leading a team that helps you in your mission.
#1: DAILY INVESTMENT The Ritz Carlton down to Wal-Mart have ‘daily huddles.’ A period of 10-15 minutes where vision is casted, life is discussed and the family atmosphere flourishes. Facebook and Google create ‘collision’ space where employees will ‘run’ into one another and simply start a conversation. Answer these questions to determine where you can create a ‘watering hole’ in your studio for your team: } How can you bump into each other daily around your studio? } Would a small office be a place that on-going life conversations would start? } Would a break room encourage team mentoring about a client issue a team member needs help with? As the leader, there’s no need to separate yourself in a single office. Mix yourself right in the middle, both in the trenches training and in the office. The more you’re involved in the conversation, the more impactful your leadership can be.
1. Invest in regular team dinners, laser-tag or movies allowing their significant other to join. 2. Invest in a financial planner to help your team pay off debt, discuss savings and investing. 3. Invest in marriage coaching for your team to help develop healthy communication.
#3: BE INTENTIONAL Think about this: If your leadership isn’t all about you, it will live beyond you. If we move from mastering the art of training to leaving a legacy of leadership, we impact future generations.
Here are 3 actionable steps to intentionally become an anything-but-average studio: 1. Read “Start with Why” by Simon Sinek. 2. Define the purpose for opening your studio in the first place. 3. Use your purpose as a filter to make all decisions: training, hiring, leadership, growth, equipment, etc. When we lead with purpose, we can lead our teams better. When we lead our teams better, they can lead their own lives better. When they are better leaders in their own lives, they can create greater impact within your community of clients who have trusted you with their health and well-being on a weekly basis.
thing-but-average studio? What if you focused on developing a team of leaders versus a team of trainers? What if you were judged by how well you passed the torch to the next generation of studio owners? What if you measured the quality of the life of your team rather than their monthly sales? If you did this, you could cut the high burnout rate of the average trainer. You could establish long-term careers. You could help fulfill your team’s hopes and dreams, while fulfilling your own. What if a collective group of up-and-coming studios across the nation developed leaders versus trainers? We could simply engage the 80% of the population that is unfit and unhealthy who dream to simply become better versions of themselves. Leadership is not a license to do less, it’s a responsibility to invest time and energy to develop future leaders. This is not easily measured nor always immediate, but the impact will change lives for generations to come.
ACTION As you’ve been reading, someone may have come to mind. Someone you could invest a few minutes daily sharing articles, books and podcasts over coffee. Someone you could mentor in all areas of their lives. Someone you could develop into a future leader. Here’s the most important action step to take: } Take out your phone. } Send them a text or email right now with this article attached. } Ask to connect with them next week to discuss. Average will say they will take action next week. If you are developing an anything-but-average studio, you’ve connected already (most likely with two or three teammates). And while your phone is out, connect with me at @BrentGallagher on Facebook or Twitter and let me know you took action to become better today.
Brent Gallagher leads West U Fitness, an anything-but-average 30-minute private training studio, was a top 3 finalist in the 2015 PFP Trainer of the Year and is the author of “PURPOSE: Simple path
WHAT IF… What if you focused on developing an any-
Part 4 (June)
Part 5 (July-August)
Before you sign: Negotiating contracts, leases and agreements A strong lease that works in your favor is worth its weight in gold; learn the art of negotiation and how to make your lease agreements work for you now and in the future.
Your business backbone: Understanding legal and insurance regulations Understanding the implications of legal and insurance regulations is a common blindspot for businesses; know the resources and experts to consult and ensure your business is protected.
to a better life.” Connect with him at @BrentGallagher or www.WestUFit.com.
Part 6 (September-October) Put your plan in motion: What an entrepreneur must know Having a plan and a vision is just the beginning, now you must take action. Embrace your inner-entrepreneur and take your studio business to new levels. NOVEMBER-DECEMBER 2014 | WWW.FIT-PRO.COM | 19
Understand the do’s and don’ts of Facebook marketing for big results By Jennifer Cario
hen it comes to social media, Facebook is the reigning champ for reach and exposure. Nearly one out of seven humans on the planet has an active account and most use it not only to connect with friends and family, but to share updates about their daily lives, aspirations and accomplishments. This makes Facebook the perfect destination for building stronger connections with existing customers and for reaching out to make contact with new customers. The challenge is in figuring out the best way to make those connections happen. After all, Facebook is the social media equivalent of a gym roster at the end of February - chock full of brands who showed up, threw their heart into it for a bit and then gave up when they didn’t see results. Alternately, for many brands, Facebook has become the place to show up when they can work it into their schedule and do the exact same thing they’ve always done, even if the results aren’t changing. Sound familiar? Fortunately, you can make Facebook work. You just need to know where to start.
dramatically different training approach than the person auditioning for American Ninja Warrior, the process for a trainer looking to build his referral clientele will vary wildly from the gym manager looking to launch a new Tabata class. Are you looking to gain more clients? Do you need to reach a specific demographic? Are you looking to build a stronger sense of loyalty and satisfaction among your members in order to reach a higher retention rate? Your business goals need to sit at the core of your Facebook strategy. They are the driving motivator behind every decision you’ll make regarding content and approach. They also define the metrics you’ll use to determine if your efforts have been successful. A personal trainer looking to build stronger relationships with his clients in order to increase referrals might be successful by simply using Facebook to connect as a friend to offer encouragement. On the other hand, the gym manager looking to launch a new Tabata program might target a Facebook offer to users who are employed full-time, have an expressed interest in fitness and who live or work within a close proximity to the gym.
Determine why you are on Facebook
Understand the equipment
It’s vitally important to understand if your Facebook plans are not directly motivated by your business goals. First, you need to decide what you want to accomplish. In the same way that someone running his first 10K would need a
If you’ve ever watched someone walk into the gym and stand next to a set of parallette bars with a blank look on his face, you know the feeling most business owners have when it comes to understanding the Facebook News Feed Algorithm.
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
Much like Google serves up search results, Facebook uses a complex algorithm to serve up Facebook posts to individual users. In other words, just because someone has “liked” you on Facebook doesn’t actually mean they are seeing your posts. In fact, for most brands on Facebook, only about 5% of their followers actually see their posts. As Facebook has grown, so has the competition among brands. The social network displays an average of 1,500 stories in a user’s feed each day. This may seem like a lot of posts, but when you think about how many pages users “like” and how many friends they have, the opportunity decreases. Here’s what Facebook really looks for when deciding whether to show posts: } How recently has a user interacted with your content? } What type of content was posted? } Where did the content come from? } What’s the amount of activity or engagement around a post? If you think that showing up in the news feed isn’t such a big deal since your customers can easily visit your Facebook page, studies show the greatest majority of user interaction happens in the news feed. In fact, beyond an initial visit to follow a brand, few Facebook users even see the Facebook page for the brands they are following.
The Core: Bring strong strategy Knowing how Facebook’s News Feed Algo-
rithm works is only part of the equation. What really matters is how you use it to modify your posting style.
Here’s what not to do: For starters, make sure you aren’t inadvertently breaking any of Facebook’s best practices. For example, posts such as, “click like if you agree that kittens are cute” or “share your thoughts on topic X by commenting,” will eventually damage your page. Earlier this year, Facebook stated that “like-baiting” efforts would be filtered out of the news feed. Similarly, when it comes to sharing links, Facebook expects pages to share the way real people do. For example, Facebook wants you to paste a link into the status along with a comment and allow it to pull in a thumbnail, title and description rather than uploading an image with a text link in the description. Finally, if you are posting several times a day, chances are you’ve flooded your followers’ feed with far more content than they can reasonably engage with, and as a result, knocked yourself out of their news feed.
Here’s what to do: The best advice for Facebook posts is to use im-
ages, post only your best content and spur engagement with interesting and relevant questions. There’s a reason your news feed is flooded with images and videos - Facebook knows you are more likely to engage with them. According to marketing research firm eMarketer, photos actually account for 54% of posts on Facebook and 87% of all shared posts throughout the world. Facebook is also the place to hone in on the most engaging content you can create or find. If you must post an announcement that may not be of interest to everybody, take the time to wedge it between two pieces of content you know will perform well. This will allow it to ride the engagement lift brought on by your valuable content and give your account time to recover from the more boring post when it’s followed by another compelling piece.
Don’t be afraid to pay a little extra Don’t be afraid to play around with Facebook’s paid promotion and advertising options. Even the smallest studio or independent trainer can usually spare enough cash to give their account a boost. Or, if you’ve been using Facebook for a while and have found that your posts have fallen out of your audience’s news feed, don’t be afraid to use the “boost post” option to
spur a little extra exposure. As little as a $100 investment on Facebook could mean all the difference for a local gym or trainer to get their business going or back on track. In the end, Facebook is an incredibly valuable tool that holds great potential for a personal trainer or gym. The key is to use it correctly. While there are tips and tricks, the secret sauce is simply in tying it to your core and your business goals and then running with it. Facebook provides a huge opportunity for you to find success. Take advantage of it and you’ll see positive results, just like you do in the gym.
Jennifer Evans Cario is a published author and professional trainer with nearly 20 years of experience in online marketing. She is the owner of SugarSpun Marketing and teaches workshops including the Club Industry Conference and the IDEA World Fitness Convention. She provides web-based social media marketing training through MarketMotive and W.I.T.S. (World Instructor Training Schools). Learn more about Jennifer at www.sugarspunmarketing.com and www.marketmotive.com.
NOVEMBER-DECEMBER 2014 | WWW.FIT-PRO.COM | 21
g n i t t e k r sho a M ap Sn
PFP editor Lindsay Vastola asked a handful of fitness industry leaders what they anticipate industry marketing trends to look like in 2015. Though responses varied across the board, there continues to be one common theme: build relationships with clients and an experience that differentiates you from the increasing competitive market. Fitness professionals have a clear advantage in relationship-marketing; the strategy you use should be best suited to you and your brand. These leaders will hopefully inspire some new ideas and tactics to implement as you plan your 2015 marketing strategy.
Å GO MOBILE! Mobile marketing is the NEXT thing that all trainers will need to consider in having more touch points with their clients. The stats are amazing how glued people are to their smartphones and this is a simple way to deliver ongoing motivation, inspiration and accountability. This includes text messages, audio and even video messages via one’s mobile device. Deliver superior motivation, accountability and results that enhance the client experience and it will in turn increase marketing and sales.
Todd Durkin, MA, CSCS, owner of Fitness Quest 10 & Todd Durkin Enterprises www.FitnessQuest10; www.ToddDurkin.com
Å SIMPLIFY OVER-INFORMATION OVERWHELM
We’re entering an age of increasing over-saturation of information. In 2015 and beyond the coach is going to become valuable in a different way: they will be asked to make sense of over-information as opposed to providing information. This is a very important distinction. Find already existing interest groups with your ideal client archetype and enter in them providing direction and value. Become a great communicator and simplifier of information and you’ll have success.
Jonathan Goodman, CSCS, creator & head coach of thePTDC www.theptdc.com
Å BE SOCIAL! The growth of boot camps and group training programs will continue through 2015. The reason for this is the community factor and what I call “social training.” People want to interact with others and we see that online, at mud runs and in even more in fitness programs. In marketing, Facebook, email marketing and short-term low barrier feeder programs will dominate as the best source of new leads and clients.
Bedros Keuilian, fitness business consultant & founder of Fit Body Boot Camp www.PTPower.com
Å SAY WHAT IT IS: SIMPLY
Branding must be simple and immediately “say what it is,” visually representing who you are. Short and sweet is the only way to go because no one has time anymore. Video marketing using short clips, 15-30 seconds, will catch people’s marketing attention quickly and efficiently. All advertising – email, social media or text message – must work well on a mobile device in 2015!
Sara Kooperman, CEO SCW Fitness Education founder of the MANIA Conventions www.scwfitness.com
Å REWARD LOYALTY 2015 will be a year where the growing fierceness of competition will continue to impact fitness providers. With so many choices, those organizations who master the art of gaining their clients’ loyalty via engagement, rewarding and recognizing and surprise-and-delight moments shall prevail! Therefore, reward and loyalty programs will be a growing tool and trend.
Maria Parrella-Turco, managing partner with New Paradigm Partners & founder of fitRewards www.newparadigmpartners.com
Å BECOME A DESTINATION
Pat Rigsby 22
Fitness professionals that have the most success will have a clear point of differentiation that separates them from the competition in the eyes of their prospects and clients. This will allow them to dial-in their target market and more effectively use marketing channels like Facebook and direct mail as well as allowing them to become far more effective at generating referrals and becoming a destination for their ideal clients.
Pat Rigsby, co-owner of Fit Business Insider www.fitbusinessinsider.com
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
THE MESSAGE Website: trinkfitness.com | Twitter: twitter.com/trinkfitness Facebook: www.facebook.com/trinkfitness | Instagram: dantrink
Dan Trink, author of the recently released book High-Intensity 300, contributor to several leading publications including Men’s Health and founder of Trink Fitness, has mastered the art and science of spreading his message online, in his gym and among his avid followers. We asked him how he shares his message of hard work and passion. My ideal client is someone who is motivated and willing to put in the hard work needed to get the results they are looking for. My message is the strength that you build in the gym carries over to every other aspect of your life. It gives you the belief that everything else is possible. This is truly the secret and main benefit of training. If I had only one way to share my message it would be face-to-face. There is something very visceral and primal about training and I think you need to be in the presence of others, particularly those who train hard themselves, to get the full effect. While social media and the internet are great for reaching a lot of people and spreading important information, it’s not the same as being there when someone is getting under the bar. Successful messaging meets the client where they are. Talking to a group of beginners about a 600-pound deadlift or a busy mom about twice-perday training just doesn’t make sense. Know who you are talking to and adjust your message to something that is relatable to them. Your philosophy can be the same but make sure you’re presenting it in a way that your audience can relate to. People follow me because I’m a straight-shooter. I’m not trying to sell a magical system or the latest and greatest unproven method that may or may not work. I’m just someone who is passionate about the art and science of training and wants to help people dominate that aspect of their lives and get what they want out of it.
EDUCATION TRENDS Nick Clayton | NSCA, Personal Training Program Manager | www.nsca.com
Training trends and opportunities We asked Nick Clayton, Personal Training Program Manager for the National Strength and Conditioning Association (NSCA), to share his perspectives on continuing trends and opportunities in training. What are some of the newer trends you’re seeing in fitness training? One trend that continues to be red-hot is small group training; it provides an alternative to individuals who can’t afford one-on-one personal training and is incredibly attractive to people looking to train in a pseudo-competitive, team environment. This trend also allows fitness professionals to increase their gross margin. The average one-on-one personal training session is around $70 per hour; training five people at $30 per person more than doubles revenue per hour and eliminates revenue lost from last-minute one-on-one personal training cancellations. How can fitness professionals take advantage of this trend and help it grow their business or career? Offering small group training allows fitness professionals to expand their target market without having to discount their other services (similar to how airlines offer economy, economy plus and first class tickets). In order to capitalize on this trend, fitness professionals should look at their current market relative to small group training; what demographic does their facility cater to and what are their goals (e.g., injury prevention, sports performance, high-intensity training, etc.)? The marketing and programming methods need to speak to this demographic and meet their goals. What type of fitness professional do you think would most be interested in pursuing this trend? Small group training isn’t for everyone. Training multiple people at once requires a commanding, extroverted personality type with an ability to shift focus quickly. That being said, fitness professionals who are high energy are typically drawn to this trend. Clients engaging in small group training enjoy the high-energy, team-oriented atmosphere and want to work with fitness professionals who can deliver this type of training session. However, it’s not just personality. The clients who participate have unique needs and ability levels requiring fitness professionals to think on their feet and modify exercises on the fly.
Certification and continuing education organizations American Council on Exercise (ACE)
SCW Fitness Education
Functional Aging Fitness Specialist
What questions might you suggest a fitness professional ask themselves to see if pursuing this trend is right for them? Before adding any additional services (e.g., small group training) fitness professionals should develop (or update) their business plan and consider how it will impact their current business. Adding small group training can increase market reach but will it cannibalize one-on-one training? Likewise, will it compete with other programs that are currently offered (group fitness)? Consider the target market (i.e., who does the fitness professional intend on marketing the program to and what are their training needs?). Is there dedicated space/equipment and does the fitness professional have the training knowledge to meet those needs? Are there educational resources you might recommend that will help give more insight on this trend? I recommend using a three-pronged approach including research, education and experience. A number of fitness industry resources to look at include PFP, IDEA and IHRSA (just to name a few). Also research commercial small group training programs and franchises; look at what they offer and how they differentiate their services as well as what people say about them (via social media, blogs, etc.). As you’re collecting this information, develop a document that identifies the common themes and key points, then look to fitness education and certification companies; read their journals and look into their certificate programs. Finally, fitness professionals should gain experience by visiting other companies in their area and gain experience through participation, taking note of everything from how these programs are marketed to how the sessions are implemented.
Nick Clayton is the Personal Training Program Manager for the National Strength and Conditioning Association (NSCA). He has 16 years of experience including personal training, strength and conditioning, and fitness management. Nick earned his Master’s degree in Exercise Science and his MBA from the University of Florida and holds numerous certifications, including the NSCA-CPT and CSCS.
Join our Channel
Videos from some of the industry’s most respected names and brands! Check out PFP media’s YouTube channel today
pfpmedia Publisher’s Note: The U.S. Postal Service requires the following statement be published for Personal Fitness Professional Periodicals Class mailings only. Personal Fitness Professional has had a Periodicals Class permit since January 2001.
U.S. Postal Service STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION Required by 39 U.S.C. 3685 1. 2. 3. 4.
Publication Title .............................................................PFP Publication No. ..............................................................1523-780X Filing Date .....................................................................September 16, 2014 Issue Frequency...............................................................Jan-Feb, Mar-Apr, Spring, July-Aug, Sep-Oct, Nov-Dec 5. No. of Issues Published Annually...................................6 6. Annual Subscription Price .............................................Free 7. Complete Mailing Address of Known Office of Publication (Not Printer) 2901 International Lane, Suite 100, Madison, Dane County, WI 53704-3128 Contact Person ...............................................................Rachel Chapman, (608) 442-5082 8. Complete Mailing Address of the Headquarters of General Business Offices of the Publisher (Not Printer) .....................2901 International Lane, Suite 100, Madison WI 53704-3128 9. Full Names and Complete Mailing Address of Publisher, Editor and Managing Editor Publisher ............................................. ...........................Josh Vogt, RB Publishing Inc., 2901 International Lane, Suite 100, Madison WI 53704-3128 Editor .................................................. ...........................Lindsay Vastola, RB Publishing Inc., 2901 International Lane, Suite 100, Madison WI 53704-3128 Managing Editor............................................................Mike Beacom, RB Publishing Inc., 2901 International Lane, Suite 100, Madison WI 53704-3128 10. Owner (If the publication is owned by a corporation, give the name and address of
the corporation immediately followed by the names and addresses of all stockholders owning or holding one percent or more of the total amount of stock. If not owned by a corporation, give the names and addresses of the individual owners. If owned by a partnership or other unincorporated firm, give its name and address, as well as those of each individual owner. If the publication is published by a nonprofit organization, give its name and address.)
(Full Name) (Complete Mailing Address) Ronald Brent ......................................................... RB Publishing Inc., 2901 International Lane, Ste. 100, Madison WI 53704-3128 Marll Thiede .......................................................... RB Publishing Inc., 2901 International Lane, Ste. 100, Madison WI 53704-3128 Gregory Rice .......................................................... RB Publishing Inc., 2901 International Lane, Ste. 200, Madison WI 53704-3128 11. Known Bondholders, Mortgagees and other Security Holders Owning or Holding one Percent or More of Total Amount of Bonds, Mortgages, or Other Securities.........None
12. Tax Status...............................................................The purpose, function and nonprofit status of this organization and the exempt status for federal income tax purposes has NOT changed during preceding 12 months. 13. Publication .....................................................................PFP 14. Issue Date for Circulation Data......................................July/August 2014 15. Extent and Nature of Circulation ..................................B2B - Controlled a. Total No. Copies (Net Press Run) .......................... 18,007 ........................ 17,060 b. Paid and/or Requested Distribution 1. Outside-County Mail Paid/Requested Mail Subscriptions Stated on Form 3541. .................. 16,808 ........................ 16,222 2. In-County Paid/Requested Mail Subscriptions Stated on Form 3541. ........................0 ................................ 0 3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales and Other Paid or Requested Distribution Outside USPS.... 0 .................. 0 4. Other Classes Mailed Through the USPS ..............32 .............................. 28 c. Total Paid and/or Requested Circulation [Sum of 15b (1, 2, 3, and 4)] .................................... 16,840 ........................ 16,250 d. Nonrequested Distribution (Samples, Complimentary and Other Free) 1. Outside-County as Stated on Form 3541 ..............286 ............................ 243 2. In-County as Stated on Form 3541 .........................0 ................................ 0 3. Other Classes Mailed Through the USPS ...............7 ................................ 7 4. Distributed Outside the Mail ..... . ..........................460 ............................. 75 e. Total Nonrequested Distribution ..............................753 ............................ 325 f. Total Distribution (Sum of 15c and 15e)................. 17,593 ........................ 16,575 g. Copies Not Distributed ..............................................414 ............................ 485 h. Total (Sum of 15f and 15g) ..................................... 18,007 ........................ 17,060 i. Percent Paid and/or Requested Circulation (15c/fx100) ...............................................................95.7% ........................ 98.0% 16. Electronic Copy Circulation ..............................................................................Yes a. Requested and Paid Electronic Copies .................... 17,455 ........................ 18,223 b.Total Requested and paid Print Copies (Line 15c) + Requested/Paid Electronic Copies (Line 16a) .... .................... 34,295 ................................ 34,473 c.Total Requested Copy Distribution (Line 15f) + Requested/Paid Electronic Copies (Line 16a) ......................... 35,048 ................................ 34,798 d.Percent paid and/or Requested Circulation (Both Print & Electronic Copies) (16b divided by 16c x 100) ..........................................97.9% ........................ 99.1% 17. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the November-December 2014 issue of this publication. 18. Signature and Title of Editor, Publisher, Business Manager or Owner: Rachel Chapman, Audience Development Manager, / September 16, 2014 I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties).
PS Form 3526-R, September 2007
EXERCISE SPOTLIGHT Exercises designed by SPRI
The Qube Soft Plyobox The Qube Soft Plyobox is the safest plyobox on the market. The firm, reinforced foam construction provides solid stability and resists compression over time. Its durable vinyl covering resists wear and maintains a tight, firm fit, jump after jump. The Qube may be turned for a variety of jumping heights. Includes a free downloadable exercise guide.
Select desired height and stand slightly behind Qube with legs bent, arms extended slightly behind body, and upper body leaning slightly forward. Bend and drive arms up and forward while extending legs, then bending knees toward chest. Land softly with both feet ﬁrmly on top of Qube. Jump down on ﬂoor on balls of feet; immediately jump, perform half-turn, and jump on top of Qube as quickly as possible. Repeat on opposite side of Qube.
Select desired height and stand slightly behind Qube. Bend one leg and place entire foot ﬂat on top of Qube. Straighten top leg and stand upright with both feet ﬁrmly on top of Qube. Step down to start position and repeat.
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
For more information, visit www.spri.com
Select desired height and stand slightly behind Qube with legs bent, arms extended slightly behind body, and upper body leaning slightly forward. Bend and drive arms up and forward while extending legs, then bending knees toward chest. Land softly with both feet ﬁrmly on top of Qube. Jump down on ﬂoor on balls of feet and immediately jump back on top of Qube as quickly as possible, and repeat.
Select desired height and stand alongside of Qube with legs bent, arms extended slightly behind body, and upper body leaning slightly forward. Bend and drive arms up and forward while extending legs, then bending knees toward chest. Land softly with both feet ﬁrmly on top of middle of Qube. Jump down and land softly on ﬂoor on opposite side of Qube, then repeat jump onto top of Qube in opposite direction.
Select desired height and stand behind Qube in a split stance with weight on front leg, arms extended along sides of body with upper body leaning slightly forward. Step forward toward Qube with back leg, plant and bend legs while hinging forward at the hips with arms extended slightly behind body. Bend and drive arms up and forward while extending legs, then bending knees toward chest. Land softly with both feet ﬁrmly on top of middle of Qube, step down to start position and repeat. NOVEMBER-DECEMBER 2014 | WWW.FIT-PRO.COM | 27
NEW ON THE MARKET The latest trends in fitness equipment
POWERBLOCK COMMERCIAL CLUB 90 SET The PowerBlock Commercial Club 90 Set has a weight range of 5-90 pounds per hand in five-pound increments and replaces 18 pairs of dumbbells or 1,710 pounds of free weights in the space of one pair. The set includes a commercial stand and requires just a small footprint of 19” x 21” space. Weight increments achieved: 5, 10, 15, 20, 25, 30, 35, 40, 45, 50, 55, 60, 65, 70, 75, 80, 85 and 90 pounds per hand. www.powerblock.com 877.318.4706
Lindsay's Review: Vicore Core Bench
There are some fitness products, like core stability equipment, that seem to be reinvented over and over; and then there are the fundamental, can’t-train-without equipment, like the bench, that seem almost unnecessary to change or alter… that is, until you train on the Vicore Core Bench. Vicore has taken the all-purpose fitness bench, combined it with stability training and created a bench that up-levels even the most standard strength movements. Look at the Vicore Core Bench as a versatile addition to your equipment collection with limitless possibilities for overall and core strengthening. www.vicorefitness.com
Maximize workouts and ensure a muscle-toning, core-strengthening, cardio-pumping workout with the bellicon rebounder. The bellicon features a custom-formulated, ultra-low-impact bungee suspension system that provides a smooth, healthier bounce with almost no negative impact on your joints and ligaments. Each bounce with a bellicon takes you from up to 4-Gs (gravitational forces) to zero-Gs, giving bones the weight-bearing workout they need to stay strong and prevent the onset or progression of osteoporosis. www.bellicon-usa.com
DISQ is a mobile training system created by professional athletes which aims to provide a solution for training effectively at any time and place. The DISQ device consists of a lightweight belt and ankle straps, with adjustable, constant resistance to make basic functional movements more effective, maximizing results. www.thedisq.com
The VYPER by Hyperice is a cutting-edge fitness recovery device that uses pressure and vibration to improve the body’s overall performance. The high frequency vibration increases range and motion by up to 35%, loosening and lengthening muscles while increasing flexibility. The VYPER also assists in increasing circulation before physical activity and reducing muscle soreness and stiffness after. www.hyperice.com
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
EVENTS CALENDAR December 2014 - March 2015
DECEMBER 2014 Lebert Training Systems: LEBARRE December 7 | Sacramento, CA www.lebertfitness.com/Educate/Courses
NPE Fast Forward Workshops December 9 | Ft Lauderdale , FL December 13 | New York, NY December 15 | Chicago, IL www.netprofitexplosion.com/events
JANUARY 2015 NSCA 2015 Coaches Conference January 7-10 | Louisville, KY www.nsca.com/events
Perform Better’s Learn-by-Doing Seminars January 17 | San Francisco, CA January 31 | Los Angeles, CA www.performbetter.com
Lebert Training Systems: LEBARRE and LeHIIT January 24 | Atlanta, GA www.lebertfitness.com/Educate/Courses
FEBRUARY 2015 Perform Better’s Learn-by-Doing Seminars February 14 | Austin, TX www.performbetter.com
Philadelphia MANIA February 20-22 | Philadelphia, PA www.scwfitness.com/MANIA
IDEA Personal Trainer Institute—EAST February 25-27 | Alexandria, VA www.ideafit.com/fitness-conferences
MARCH 2015 IHRSA 2015 – 34th International Convention & Trade Show March 11-14 | Los Angeles, CA www.ihrsa.org/convention
NPE SPRING TRAINING March 26-28 | La Jolla CA www.netprofitexplosion.com/events
2015 NSCA Training for Combat Sports Clinic March 27-28 | Colorado Springs, CO www.nsca.com/events
California MANIA March 27-29 | Burlingame, CA www.scwfitness.com/MANIA
For a complete listing, see our online Events Calendar at www.fit-pro.com/events. NOVEMBER-DECEMBER 2014 | WWW.FIT-PRO.COM | 29
BE BETTER Phil Kaplan | www.philkaplan.com
Harnessing the driving force of change I often hear personal trainers express a desire to better learn how to shift clients from complacency to motivation. It’s a flawed desire. Motivation isn’t a state of mind that shifts in and out of gear, it’s a penetrating force (I’ll call it the M-force) that can permeate every cell in a human organism to move the person toward an imprinted or imagined result, and only when we harness that force can we claim responsibility for client outcomes. Lucas Fritz promised his trainer he’d be on time, three days per week, workout-ready. He promised he’d eat better, get more sleep and trade his diet sodas for bottled spring water. Lucas’ first workout was planned for Monday morning. By Thursday of that week, he abandoned the effort, ignored the trainer’s texts, chugged a diet soda and wrote off the $150 he’d wasted on yet his latest attempt at getting in shape. We’ve all had the client who we believe is going to remain committed, the one who convinces us that he or she wants above all to find a new level of fitness, the one who swears off alcohol, sugar and laziness until those old jeans fit as they used to… and we’ve all seen that client vanish. Poof. Into the ether. There’s the promise, the start-up and the disappearance. “That’s OK,” we rationalize. “I did my part. He (or she) just didn’t have the willpower.” We then turn our focus toward those clients who plod forward despite the occasional gluttonous holiday celebrations and human missteps. The motivated ones. There are lessons to be learned from those clients who vanish. There are even better lessons to be learned from those clients who we sense are about to go poof, if we can prevent the vanishing act. If we get better at anticipating, at seeing the indicators before abandonment, at the very least we can learn where we might have done better. In any service-oriented field, the bulk of the players do a fair job of meeting customer demand. They aim to satisfy and dismiss the misses. True professionals go a step further. They take ownership of outcomes. They realize the unfulfilled customers offer opportunities for mastery. They realize in any case of shortfall, there is an ability to take another action, to “respond.” We can call it response-ability. It’s easy to blame a lack of willpower. It’s harder to ask the revealing questions such as “what could I have done better” or “at what point did I lose you?” The hard reality is, many can do just fine choosing the easy route. Blaming clients for their failure is not only commonplace, it’s something those clients will echo and agree to. “My fault. I fell short.” We are all granted the power of will (willpower). The variable isn’t whether our clients have it, the variable is whether they access it, and the force that drives someone to exert their power of will is that oft-referred to but misunderstood force of motivation. If we are to take true responsibility for client outcomes, we have to connect with the M-force, not only in those clients we most readily
| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2014
connect with, but also in those that puzzle us with their behaviors. The key to human motivation is matching desire with belief in a vehicle for change, and the key to remaining connected to the M-force lies in following the initial belief with evidence and a heightened sense of outcome. It’s a simple equation.
Human motivation = Desire + Belief in a vehicle You must be that vehicle, but you should be more. You should be the guide, the assessor of the M-force, the response-able coach who can identify impending abandonment and jump in with a repair plan. The repair process has to involve entering mindset, and in order to do that we have to separate the brain into two parts. Human behavior is prompted by intercommunication between the “feeling brain,” the Limbic System, and the Cerebral Cortex where higher level thought and reasoning take place. Desire and belief are both Limbic Brain players. They are emotional. We try to influence our clients with rational thought, prompting activity in the Cerebral Cortex, but we have to get better at talking to the other brain. The force of motivation emerges and grows from an increase in belief and a greater sense of possibility. The force, however, is blocked completely by any combination of the following: } A lack of understanding (you explained it, but they didn’t quite get it) } Rising doubt (often fostered by false expectations and absence of rapid evidence) } Negative talk (internal and external) } A separation from desire (requiring a re-connect with the joy associated with the promise of betterment) These vital factors can be identified before they lead to the puff of smoke that steals the client away. They require more than a clipboard and stopwatch. They require pointed discussions that reveal client emotion, as in many cases, the client has little access to his or her own deep-lying discouragements. Becoming adept at honing in on this enhanced skill set requires a new level of being “tuned-in,” recognition that each client is an individual with unique beliefs, desires and thoughts. I am not suggesting that every personal trainer develop a probing analytical mind. I’m simply asking you to realize that with stronger insight, a developed sense of reading individuals’ emotional drives, and a willingness to develop your professional response-ability, you quickly rise to become a true and complete catalyst for positive change. It’s time to reframe your perspective on “difficult clients.” Embrace them as opportunities placed in your path to allow you to ascend to the next level of excellence. Find details on Phil Kaplan’s newest course, The 21st Century Health Catalyst, at http://bebetteracademy.com or email him directly, email@example.com.