The Business of Personal Training: Best Practices
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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
I. Business Model Priority
Facility Design
I. Business Model Priority
Equipment Selection
I. Business Model Priority
II. Featured Marketing
Internal and External Marketing efforts should feature Personal Training.
II. Featured Marketing
•Be Assumptive •Feature the Benefits •Encourage the Experience•Proactive Scheduling•Incentive Pricing
Key Strategies of New Member / Client Acquisition:
II. Featured Marketing
2008 Nova 7 Marketing Initiative: Member Experience Manager
Member Experience Manager
Matchmaker
II. Featured Marketing
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III. Team Concept
III. Team Concept
IV. Professional Trainers
Hire for attitude. Train for success.
IV. Professional Trainers
IV. Professional Trainers
IV. Professional Trainers
V. Continuing Education
Customer Service
Sales Training
Program Philosophy
Business Organization
Technical Skills
C
C
C
C
C
V. Continuing EducationEstablish Standards of Service
V. Continuing EducationEstablish Standards of Service
V. Continuing EducationEstablish Standards of Service
Customer Journey Mapping...
VI. Systematic Approach
VI. Systematic Approach
Establish a System of Sales & Service
VI. Systematic Approach
We’re Selling Results & Relationships..
Fitness Consultants
Fitness Coordinators
Lead Trainers
OR
OR
VI. Systematic Approach
Formula for successful Presentation:
Health Exercise History
Fitness Assessment
Goal Setting
Experience of Training
Exercise Prescription
Introductory Offer
VI. Systematic Approach
Ortho-Kinetics®
Assessment
Client:_______________
Trainer:_______________
Date:________________
VI. Systematic Approach
Establish Standards of Service
VI. Systematic Approach
When the right support systems are in place, diversely talented people can flourish.
VI. Systematic Approach
Business Building Ideas:
1. Pyramid Pass Down
2. Off Peak Training
3. Mentoring Sessions
VII. Accountability Measures
Individual Personal Trainer Budgets
Annual Budget Considerations
VII. Accountability Measures
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:
VII. Accountability Measures
VII. Accountability Measures
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
VII. Accountability Measures
VIII.Growth Opportunities
Price for Production
Develop Tiered Pricing
Focus on Net Revenue
Establish Incentive Plans
Define Advancement Systems
VIII.Growth Opportunities
VIII.Growth Opportunities
VIII.Growth Opportunities
* PT Bonus System Example
* PT Bonus System Example
VIII.Growth Opportunities
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
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