Keys to Small Group Training Success


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Kelli Hatton, Business Development Consultant for Fitmarc, describes how club owners can grow personal training revenues with small group training.

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Keys to Small Group Training Success

  1. 1. Profitable Small Group Training Kelli Hatton - [email_address] Business Development Consultant and Leadership Development Expert for Fitmarc 1 Overview : Small group training has emerged as a growing trend over the last few years and for good reason. IHRSA , in its recent release of the Top Fitness Trends of 2011 , stated that the “Evolution of Personal Training,” would be growth fueled by “the trend away from one-on-one training towards small group or semi-private training.” With over 90% of all clubs offering some type of personal training, this enables members to benefit from small group training through increased fun and results, while lowering their out of pocket expense. Club Owners Can Grow Personal Training Revenues With Small Group Training Keeping These Important Tips In Mind How can club owners make small group training a profitable component of their business ? In the special overview, we will examine the opportunity small group training offers club owners, the challenges faced when developing a small group training program, important tips to remember as the program is rolled out, and review results that a club might expect from a well executed small group training program. January 2011
  2. 2. The Small Group Opportunity Kelli Hatton - [email_address] Business Development Consultant and Leadership Development Expert for Fitmarc 2 <ul><li>Opportunity : Small Group can increase your training revenues. Renowned training expert Bob Esquerre of Esquerre Fitn ess Group International , during a recent discussion with IHRSA on small group training, said that members are looking for: </li></ul><ul><li>Additional spending options besides one-one-one; </li></ul><ul><li>A stronger reason to initially spend money; </li></ul><ul><li>Guaranteed results; </li></ul><ul><li>A Way to quantify results; </li></ul><ul><li>A reason to keep spending. </li></ul><ul><li>If these five points occur consistently, members will </li></ul><ul><li>have a strong reason refer their friends, family and </li></ul><ul><li>colleagues. </li></ul>Small Group Training Attracts More Members to Personal Training , Generating Higher Revenues & Better Retention In addition to growing your training revenues by offering small group, the strategy improves retention. “Clients who participate in group personal training see higher retention than one-on-one clients because of the member-to-member relationships that are built,” according to Laurie Cingle Consulting and Coaching. January 2011
  3. 3. The Challenges Kelli Hatton - [email_address] Business Development Consultant and Leadership Development Expert for Fitmarc 3 The Pitfalls: In planning to offer successful small group programs many facilities don’t do their homework. When designing a small group training program, it is crucial that clubs plan both their exercise and management formats carefully. Key programming challenges include: offering options for all fitness levels, creating safe and effective exercise progressions and finding a trainer that can coach all participants to success in a group format rather than one-on-one, which can be a big challenge. Safety, Consistency & Uniformity In The Small Group Training Format Are All Key To Achieving Long-Term Success Management challenges include marketing the program, both inside and outside the facility, creating a plan to consistently roll out subsequent small group trainings, developing a competitive compensation plan for your trainers and determining how many member can successfully be serviced through the small group training program. By not carefully considering these challenges many small group training programs can fail. January 2011
  4. 4. Important Tips Kelli Hatton - [email_address] Business Development Consultant and Leadership Development Expert for Fitmarc 4 A Proven System: Partnering with a company that understands the business behind small group can be a valuable asset when starting a small group training program. Clubs can choose from various program formats, designed for the beginning exerciser through the advanced athlete, and know that their trainers are delivering a safe and effective workout every time. Trainers can also be educated to present a group training format, focusing on the members’ experiences and results. Partnering With A Quality Branded Program Can Be a Big Help In Finding Reliable Resources That Work For the club owner and manager, online management resources, marketing materials, consulting support and excellent training solutions including participation analysis and marketing materials, are also available. January 2011
  5. 5. Conclusions Kelli Hatton - [email_address] Business Development Consultant and Leadership Development Expert for Fitmarc 5 Recap : Small Group Training is a terriffic means of improving your club business. With proper planning and resources clubs should be able to see significant improvements in ancillary income. Clubs that utilize small group training see 15-20% in ancillary revenues, with some clubs reporting up to 25-30% in ancillary revenues associated with their Small Group Training, according to Bonnie Patrick Mattalian of Club and Spa Synergy Group Consultants. With The Right Resources, Most Facilities Should To Realize Good Results To achieve these results requires doing it right. By providing positive member experience through small group training opportunities, clubs can increase retention and overall revenue. January 2011
  6. 6. About Us Kelli Hatton - [email_address] Business Development Consultant and Leadership Development Expert for Fitmarc 6 About Us : Fitmarc serves hundred of fitness facilities and thousands of fitness professionals through the deliver of programs, solutions, consultancy and education. Our team of experts can deliver real world answers to your clubs biggest challenges. Looking to improve operating results at your fitness facility ? We can help. To Learn More: Visit our website at Follow Fitmarc on Twitter Like Fitmarc on Facebook Call Fitmarc at 800-8 14-1207 I’m here to be your resource and help you achieve greater success; As a senior business consultant for Fitmarc, I have years of experience working in health clubs, managing and delivering programming and developing fitness professionals. Let’s connect so that I can be a resource and partner for you and your organization. Kelli Hatton January 2011