Small Group Training    Moving your club towards a Results Based Sales and Marketing Model using Group Training Presented ...
Three Successful Models   <ul><li>Low price/high volume $10 - $20/month Model </li></ul><ul><li>Large, multipurpose family...
Value Proposition for Three Models   <ul><li>Planet Fitness Model – great equipment, clean facility at an extremely low pr...
S.W.O.T. Report  <ul><li>A strategic analysis identifying your  club’s strengths, weaknesses, opportunities and threats. <...
Strengths  <ul><li>Strengths - are areas where you have a strategic competitive advantage.  These should be identified usi...
Weaknesses  <ul><li>Weaknesses  – are  areas where your competitors have a strategic competitive advantage. These are area...
Opportunities  <ul><li>An opportunity is a condition in the macro or local fitness industry environment that can improve y...
Opportunities  <ul><li>Some possible Macro Opportunities are: </li></ul><ul><ul><li>Favorable changes to legislation such ...
Threats  <ul><li>A threat is external to your club and consists of a forecasted condition that is out of your control and ...
Examples of Threats  <ul><li>Lower cost clubs </li></ul><ul><li>Slow market growth or decline in your market size such as ...
Sample SWOT Report  <ul><li>NPP was hired to do a SWOT analysis. XYZ Fitness is a small boutique club located in an  upsca...
XYZ Fitness Strengths  <ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management <ul><...
XYZ Fitness Weaknesses  <ul><li>Lack of quality management team and structure. </li></ul><ul><li>Lack of space/challenges ...
XYZ Fitness Opportunities  <ul><li>Aging local baby boomer market is searching for wellness programs that XYZ Fitness can ...
XYZ Fitness Threats  <ul><li>Significant high quality competition in area already exists. </li></ul><ul><li>More competiti...
What is your value proposition?  <ul><li>If you do not know you need to find out NOW! </li></ul><ul><li>IF you are unsure ...
Advantages of Group Training  <ul><li>The results of supervised training with the social power of group exercise! </li></u...
Results Based Selling Strategy   <ul><li>Discover prospects wants, needs, goals and provide specific program solutions. </...
Health Club Industry Experts - Consulting, Brokerage, Management
What program should you use?  <ul><li>What is your Target Market for the new program? </li></ul><ul><ul><li>Who is your id...
What Pricing Model?   <ul><li>Selling packages of fixed # of sessions. </li></ul><ul><li>EFT model based on number of week...
How will you market the program ?   <ul><li>Internal marketing for members </li></ul><ul><ul><li>Marketing vehicles:  Emai...
Testimonials are KING!  <ul><li>Put testimonials in all marketing!  </li></ul><ul><ul><li>Participant testimonials from RE...
 
How will you sell the program?   <ul><li>How will you communicate and “sell” the program to staff so they are excited and ...
Program Delivery and Management   <ul><li>Who will be directly responsible for this program?  </li></ul><ul><li>What are t...
Program Pro-forma P&L <ul><li>All startup and variable costs need to be accounted for including  payroll, equipment, marke...
What should your club be earning? <ul><li>Initial goal is that  at least  6-8% of your active members participate in 1.25 ...
Small Group Training   Program Options <ul><li>Fit-traxx – turn key group training program </li></ul><ul><li>TRX – or othe...
What Is <ul><li>A 4-5 week group training program servicing 10-12 people simultaneously in 400-500 square feet </li></ul><...
What is  <ul><li>Sessions take place on specific days & times similar to group fitness timetable </li></ul><ul><li>A club ...
Feature/Benefit Checklist of FIT-traxx <ul><li>Pre-programmed workouts </li></ul><ul><li>4-weeks of programming </li></ul>...
Thank You for Attending this Presentation <ul><li>For more information on how to increase or start group training in your ...
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Small Group Training (Linked In Pdf)

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Small Group Training - More than just another program - a way to survive against low priced competitors!

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  • There may be other models but these three represent the three most common and repeatable models that are having success in the market now and will continue to have success because the consumer understands and appreciates their unique value proposition!
  • Programming results based model also DOES sell memberships it is just not their first focus in the sales strategy or process – the focus is on providing the results the prospect wants and needs first then the membership sale becomes easy.
  • Performing a meaningful SWOT analysis is something every club should do every year, and it involves taking an honest look at the strategic position of your club relative to other clubs in your area and the industry in general to determine what your value proposition is and where you need to adjust to stay competitive!
  • Examples of strengths would include having programs that consistently deliver outstanding results for all participants; an effective swim lesson program that teaches kids to swim faster and more consistently than any other program in your area; a highly effective sales and marketing system, etc.
  • Examples of weaknesses are lack of effective club management; lack of effective sales and marketing systems; lack of effective fitness and lifestyle programs that consistently produce results; or lack of quality fitness instructors!
  • Opportunities are outside of your business and include conditions in your local fitness industry area that give you opportunity to expand your business.
  • Opportunities can also exist because of more widespread conditions in the industry as a whole.
  • Programming results based model also DOES sell memberships it is just not their first focus in the sales strategy or process – the focus is on providing the results the prospect wants and needs first then the membership sale becomes easy.
  • Threats, like opportunities, are external to your business and include lower cost clubs moving in to your market area, slow market growth or decline due to poor economic outlook for key local employers, etc.
  • Programming results based model also DOES sell memberships it is just not their first focus in the sales strategy or process – the focus is on providing the results the prospect wants and needs first then the membership sale becomes easy.
  • Done properly small group training is the IDEAL value proposition because it provides all the accountability and results of supervised training with the cohesiveness of group exercise. At the same time clients pay less, trainers make more per session and can greatly increase their earning potential while the club also makes more revenue and profits – this is the IDEAL value scenario!
  • This model works because it makes the organization accountable for actually producing client results – not selling them a membership which may or may not get them to where they want to go. This takes a real focus and a rethinking of how you are doing business at each level of your organization.
  • This is Sample advertisement selling results and programming with a FREE membership so the focus is very different than your typical club advertisement focused on discounting enrollment fees and membership!
  • Obviously you can and should have more than one program to fit the different target markets your club is trying to attract and service but the more you carefully focus on defining your target market and what their wants, needs, and goals are the more effective your programs will be!
  • Typically clubs sell “packages” of 5, 10, or some other number of sessions or a single program purchase of a fixed duration. There is nothing inherently wrong with this pricing model but there is another model you should consider when starting group training with is the EFT model where you sell a specific number of weekly or monthly sessions for a fixed monthly fee. When done correctly this model can be very attractive by allowing you to have consistent monthly income without the need to constantly resign members to programs or packages.
  • Marketing strategy is to focus on results people want – NOT membership or discounts!
  • The MOST effective marketing makes use of testimonials – for any program you launch you should always include some sort of measurement/evaluation pre and post program and take the time to get written AND video testimonials – they do NOT need to be perfect – people want to see REAL people telling REAL stories – this is what makes effective marketing
  • Selling results via selling programs rather than membership is a specific strategy and staff need to be taught how to properly conduct a needs analysis and present program options that solve the problems your members have in order to be successful – it is very different than selling memberships as a strategy.
  • NPP Strongly Recommends that every club create a detailed new program launch checklist that asks for all the important questions necessary to insure a successful program launch. In general most new programs require at least 3 months lead time and planning for successful execution.
  • This is where the rubber meets the road and also where many clubs fail – all new programs need to include a detailed projected P and L that includes all assumptions, costs, and projected sales and revenue and this should be critically evaluated
  • Active members are defined as members using the club at least 1 time per month (active users with less than one visit per week are excellent targets to market small group training to as a way of re-engaging them in the club for better results!). So if you have 1000 active members you should be doing at least 125 individual PT sessions per week with an additional 40 people doing two small group training sessions per week.
  • You must involve the training and/or group exercise staff in the selection process because the instructors delivering the programming must believe in what they are doing for success! NPP highly suggests you consider existing program options rather than creating your own programs which are dependent on a single creative trainer/instructor because if that person leaves where is the club left? When you purchase a program from a company you lose your dependency on some individual or small group of individuals.
  • To schedule a complimentary 1 hour phone consultation contact Greg or call New Paradigm directly at 800-840-0705.
  • Small Group Training (Linked In Pdf)

    1. 1. Small Group Training Moving your club towards a Results Based Sales and Marketing Model using Group Training Presented By: Greg Maurer [email_address] 302-528-1660 Health Club Industry Experts - Consulting, Brokerage, Management
    2. 2. Three Successful Models <ul><li>Low price/high volume $10 - $20/month Model </li></ul><ul><li>Large, multipurpose family, community Lifetime Fitness type Model with many amenities. </li></ul><ul><li>Results driven, programming Model such as Global Fitness Model </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    3. 3. Value Proposition for Three Models <ul><li>Planet Fitness Model – great equipment, clean facility at an extremely low price. </li></ul><ul><li>Large Multipurpose Facility Model – Fitness and Social Solution for entire family – country club amenities along with fitness. </li></ul><ul><li>Results Driven Model – guarantee results and sell programming NOT memberships! </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    4. 4. S.W.O.T. Report <ul><li>A strategic analysis identifying your club’s strengths, weaknesses, opportunities and threats. </li></ul><ul><li>Focused on three areas: </li></ul><ul><ul><li>Your club’s internal environment, core competencies and value proposition . </li></ul></ul><ul><ul><li>The industry competitive environment </li></ul></ul><ul><ul><li>The industry macro environment consisting of factors that will affect the overall growth of our industry. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    5. 5. Strengths <ul><li>Strengths - are areas where you have a strategic competitive advantage. These should be identified using the “better than our competitor” test. Your strengths are where you can verify that your business is clearly (and ideally measurably) better than your competitors . </li></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    6. 6. Weaknesses <ul><li>Weaknesses – are areas where your competitors have a strategic competitive advantage. These are areas where you can verify that your competitors are better than your club in some tangible way. </li></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    7. 7. Opportunities <ul><li>An opportunity is a condition in the macro or local fitness industry environment that can improve your club’s competitive position relative to that of your competitors. </li></ul><ul><li>Some possible Industry Opportunities are </li></ul><ul><ul><li>Expansion of club customer base (Geographically or through new products/services) </li></ul></ul><ul><ul><li>Placid competition </li></ul></ul><ul><ul><li>Specific industry programs/services experiencing heavy growth </li></ul></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    8. 8. Opportunities <ul><li>Some possible Macro Opportunities are: </li></ul><ul><ul><li>Favorable changes to legislation such as tax breaks for club memberships </li></ul></ul><ul><ul><li>Favorable economic outlook </li></ul></ul><ul><ul><li>Favorable cultural shifts towards fitness and wellness services </li></ul></ul><ul><ul><li>Technology that your club can utilize such as Ecommerce or Internet sales </li></ul></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    9. 9. Threats <ul><li>A threat is external to your club and consists of a forecasted condition that is out of your control and has the potential to harm your businesses profitability. </li></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    10. 10. Examples of Threats <ul><li>Lower cost clubs </li></ul><ul><li>Slow market growth or decline in your market size such as declining population due to poor local economic outlook for key local employers. </li></ul><ul><li>Shifts in your customers buying power (such as decreased income during a recession). </li></ul><ul><li>The changing needs of customers - for example as the baby boomer population that makes up a large percentage of many clubs markets ages these customers will be looking for different things from a club than they did when they were 20. </li></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    11. 11. Sample SWOT Report <ul><li>NPP was hired to do a SWOT analysis. XYZ Fitness is a small boutique club located in an upscale market that provides fitness services and most members walk to the club from their homes. This included reviewing the club’s membership and market demographics along with a thorough analysis of all existing competitors. In addition all the club’s membership options, programs, and systems were reviewed along with interviewing club personnel along with a comprehensive financial review. </li></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    12. 12. XYZ Fitness Strengths <ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management <ul><li>Unique, intimate facility that fosters close positive relationships. </li></ul><ul><li>Excellent location convenient to ideal health club demographic. </li></ul><ul><li>Low attrition/high customer goodwill </li></ul><ul><li>Talented Service Providers </li></ul>
    13. 13. XYZ Fitness Weaknesses <ul><li>Lack of quality management team and structure. </li></ul><ul><li>Lack of space/challenges to expanding. </li></ul><ul><li>Lack of strategy and systems </li></ul><ul><li>Small market presence with no well defined brand awareness </li></ul><ul><li>Lack of web-based scheduling system </li></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    14. 14. XYZ Fitness Opportunities <ul><li>Aging local baby boomer market is searching for wellness programs that XYZ Fitness can create and provide. </li></ul><ul><li>Local market in immediate vicinity of XYZ Fitness is highly affluent and educated and many can and will pay for in-home personal training services that XYZ Fitness could create and provide. </li></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    15. 15. XYZ Fitness Threats <ul><li>Significant high quality competition in area already exists. </li></ul><ul><li>More competition will surely come over time. </li></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    16. 16. What is your value proposition? <ul><li>If you do not know you need to find out NOW! </li></ul><ul><li>IF you are unsure believe me your members and prospects are also unsure! </li></ul><ul><li>How can Small Group Training help? </li></ul><ul><ul><li>. </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    17. 17. Advantages of Group Training <ul><li>The results of supervised training with the social power of group exercise! </li></ul><ul><li>Lower Cost for better results for clients! </li></ul><ul><li>Club increases net margin compared to one on one training </li></ul><ul><li>Trainers can be paid more per session; make more money overall; AND produce more total revenue/profit for the club. </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    18. 18. Results Based Selling Strategy <ul><li>Discover prospects wants, needs, goals and provide specific program solutions. </li></ul><ul><li>Still sell membership but the marketing and sales strategy changes from focusing on membership and enrollment fees to focusing on results! </li></ul><ul><li>Success at this approach requires training and the confidence of knowing your programs really work! </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    19. 19. Health Club Industry Experts - Consulting, Brokerage, Management
    20. 20. What program should you use? <ul><li>What is your Target Market for the new program? </li></ul><ul><ul><li>Who is your ideal customer? Your members who are NOT participating in PT! Externally: what age, sex, and demographics? </li></ul></ul><ul><ul><li>Why will this particular program appeal to this group/s? </li></ul></ul><ul><ul><li>It is critical to involve key staff in this process to get their buy in and backing </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    21. 21. What Pricing Model? <ul><li>Selling packages of fixed # of sessions. </li></ul><ul><li>EFT model based on number of weekly/monthly sessions </li></ul><ul><li>Sell programs with beginning and end. </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    22. 22. How will you market the program ? <ul><li>Internal marketing for members </li></ul><ul><ul><li>Marketing vehicles: Email, posters, club T.V.’s, newsletters, member referral incentives, program presentation page, etc. </li></ul></ul><ul><li>External Marketing to prospects </li></ul><ul><ul><li>Web marketing and Social Marketing </li></ul></ul><ul><ul><li>Direct mail and Signage </li></ul></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    23. 23. Testimonials are KING! <ul><li>Put testimonials in all marketing! </li></ul><ul><ul><li>Participant testimonials from REAL people, and video is better than picture and print but both are good </li></ul></ul><ul><li>All instructors should be required to obtain written testimonials and VIDEO for each person in program using a scripted set of questions! </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    24. 25. How will you sell the program? <ul><li>How will you communicate and “sell” the program to staff so they are excited and actively promote the program? </li></ul><ul><li>What referral incentives can you provide for staff/members to promote the program? </li></ul><ul><li>Which staff is actually selling the program? </li></ul><ul><li>How are you going to train your staff in results based selling? </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    25. 26. Program Delivery and Management <ul><li>Who will be directly responsible for this program? </li></ul><ul><li>What are the details of the program delivery? Who, What, When, Where? </li></ul><ul><li>How are you selecting and training instructors to deliver the program? </li></ul><ul><li>What are the timeline and tasks for the new program launch? </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    26. 27. Program Pro-forma P&L <ul><li>All startup and variable costs need to be accounted for including payroll, equipment, marketing, sales commissions, training, etc. </li></ul><ul><li>Projected program sales and associated revenue. </li></ul><ul><li>A sheet that describes all assumptions and the specific logic used to generate the projected sales and revenue . </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    27. 28. What should your club be earning? <ul><li>Initial goal is that at least 6-8% of your active members participate in 1.25 sessions per week of P.T. </li></ul><ul><li>In addition you should shoot for at least an additional 2-4% of your active members doing 2 sessions per week of small group training. </li></ul><ul><li>You need to have tracking systems to know these and other metrics! </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    28. 29. Small Group Training Program Options <ul><li>Fit-traxx – turn key group training program </li></ul><ul><li>TRX – or other suspension training program </li></ul><ul><li>Crossfit – functional training programs </li></ul><ul><li>Gravity EFI – using the EFI/Total Gym </li></ul><ul><li>Power Plate </li></ul><ul><li>Hybrid programs </li></ul>Health Club Industry Experts - Consulting, Brokerage, Management
    29. 30. What Is <ul><li>A 4-5 week group training program servicing 10-12 people simultaneously in 400-500 square feet </li></ul><ul><li>Uses inexpensive equipment clubs already have or requires a minimal investment (Usually less than $1,000) </li></ul><ul><ul><li>Sets of 8-35 lb hex dumbbells </li></ul></ul><ul><ul><li>Physio-balls and Medicine Balls </li></ul></ul><ul><ul><li>TRX </li></ul></ul><ul><ul><li>Exercise Tubing </li></ul></ul><ul><ul><li>Bosu ball </li></ul></ul><ul><ul><li>Group weight training barbell sets (2-3 sets) </li></ul></ul><ul><ul><li>Steps (3-4) </li></ul></ul><ul><ul><li>Please note not all equipment is used all the time!! </li></ul></ul>
    30. 31. What is <ul><li>Sessions take place on specific days & times similar to group fitness timetable </li></ul><ul><li>A club program that can be marketed and promoted via every club department internally and externally </li></ul><ul><li>Efficient method to train multiple clients in very little time and space </li></ul><ul><li>Club product vs. Trainer Product </li></ul><ul><ul><li>Club can insert different trainers when necessary </li></ul></ul><ul><ul><li>Members do not have to find the most experienced or elite trainer </li></ul></ul><ul><ul><li>Consistent so members can switch times if necessary </li></ul></ul><ul><ul><li>Simple sales process letting trainers train instead of sell </li></ul></ul>
    31. 32. Feature/Benefit Checklist of FIT-traxx <ul><li>Pre-programmed workouts </li></ul><ul><li>4-weeks of programming </li></ul><ul><li>2 or 3 day per week programs at different times </li></ul><ul><li>All exercises can be progressed or regressed quickly and easily </li></ul><ul><li>Club product and not trainer product </li></ul><ul><li>10-12 participants per class </li></ul><ul><li>10 Program Launches per year </li></ul><ul><li>Safe, effective workout regardless of trainer </li></ul><ul><li>Participants avoid boredom, workout system, exercise adherence with a beginning and end </li></ul><ul><li>Members choose days and times that are convenient </li></ul><ul><li>All ability levels from beginner to athlete train at same time each achieving his own personal best </li></ul><ul><li>Easily marketed and participants loyal to program and not a specific trainer </li></ul><ul><li>Leverages trainers’ time along with less expensive for participants opening new markets </li></ul><ul><li>Predictable, consistent revenue for club and trainers </li></ul>
    32. 33. Thank You for Attending this Presentation <ul><li>For more information on how to increase or start group training in your club contact: </li></ul><ul><li>Greg Maurer – [email_address] </li></ul><ul><li>Cell – 302-528-1660 </li></ul>

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