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Step by Step Process for Effective Group Training Programs

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Learn the keys to pricing small group training and instructor compensation; specific steps to creating
effective small group training internal and external marketing for your club; and a proven sales strategy for your club’s group training. You’ll also learn about various equipment based and program options and how to determine which is best for your club. You’ll walk away from this session understanding what your club should be earning from Personal Training and Small Group Training based on your club’s membership base; the three key factors that any group training program must have in order to be successful; and a strategy to keep your group training programs successful and growing after the initial program launch.

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Step by Step Process for Effective Group Training Programs

  1. 1. Small Group Training A Step by Step Plan toImplement Small Group Training Presented By: Greg Maurer gmaurer@newparadigmpartners.com 302-528-1660 Health Club Industry Experts - Consulting, Brokerage, Management
  2. 2. Advantages of Group Training The results of supervised training with the social power of group exercise! Lower Cost for better results for clients! Club increases margin compared to one on one training Trainers can be paid more per session; make more money overall; AND produce more total revenue/profit for the club. Health Club Industry Experts - Consulting, Brokerage, Management
  3. 3. Results Based Selling Strategy1. Discover prospects wants, needs, goals and provide specific program solutions.2. Marketing and sales strategy focused on proven program results and program money-back guarantee!3. Success at this approach requires training and the confidence of knowing your programs really work! Health Club Industry Experts - Consulting, Brokerage, Management
  4. 4. Keys to Effective Programming Periodized & standardized 4 – 6 week cycles that address proper resistance training, cardio, proper nutrition, and motivation and accountability. Tested in a club to insure it works! Must include instructor education! Scalable for all fitness levels! Updated to prevent boredom and plateaus. Club product versus trainer product! Health Club Industry Experts - Consulting, Brokerage, Management
  5. 5. What Pricing Model?Selling packages of fixed # of sessions.EFT model based on number ofweekly/monthly sessionsSell programs with a defined beginningand an end! Health Club Industry Experts - Consulting, Brokerage, Management
  6. 6. Pricing and CompensationMember price should be 1/3 to at most ½of club’s average PT session cost!Instructor can earn two to four timesregular PT compensation!Club makes 50 – 70% Gross Margin! Health Club Industry Experts - Consulting, Brokerage, Management
  7. 7. How will you market the program ?  Market Program Launches to members, prospects and alumni members via email, posters, Facebook, club T.V.’s, newsletters, member referral incentives, program flyers, staff contests, lawn signs, etc.  It is critical to re-launch your program at LEAST 6 times per year and preferably every 6 weeks to keep new members coming into it! Marketing focuses on RESULTS and has ONE goal: getting people to sign up for complimentary demo classes! Health Club Industry Experts - Consulting, Brokerage, Management
  8. 8. Testimonials are KING!Put testimonials in marketing! Participant testimonials from REAL people, and video is better than picture and print but both are goodAll instructors should be required toobtain written testimonials and VIDEOfor each person in program using ascripted set of questions! Health Club Industry Experts - Consulting, Brokerage, Management
  9. 9. Health Club Industry Experts - Consulting, Brokerage, Management
  10. 10. How will you sell the program? “Sell” complimentary demo classes – include drawings for prizes for members who try class, trainers who teach classes and front desk staff for scheduling members in classes! Once program is going set-up referral incentives and tools for members to increase program participation in demo classes. Health Club Industry Experts - Consulting, Brokerage, Management
  11. 11. Effective Demo ClassesThe demo classes are pre-choreographedto highlight effective and fun programmingand our CONSISTENT for ALL instructors!Instructors must be HIGHLY trained todeliver effective introduction and closingspeech during these classes as theseclasses are in fact a sales presentation!!Should have two instructors for each classto insure members are serviced during andAFTER end of class! Health Club Industry Experts - Consulting, Brokerage, Management
  12. 12. Program Delivery and Management Must have dedicated program champion who is compensated and held accountable for the program! Develop specific timeline, tasks, and metrics for the program that spell out all the who, what, where, when and how’s! Allow time for effective promotion, development of marketing materials, and instructor training!! Health Club Industry Experts - Consulting, Brokerage, Management
  13. 13. Program Pro-forma P&L1. All startup and variable costs need to be accounted for including payroll, equipment, marketing, sales commissions, training, etc.2. Projected program sales and associated revenue.3. A sheet that describes all assumptions and the specific logic used to generate the projected sales and revenue . Health Club Industry Experts - Consulting, Brokerage, Management
  14. 14. What should your club be earning? Initial goal is that at least 6-8% of your active members participate in 1.25 sessions per week of P.T. 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. You need to have tracking systems to know these and other metrics! Health Club Industry Experts - Consulting, Brokerage, Management
  15. 15. Small Group Training Program Options1. Fit-traxx – www.fit-traxx.com2. TRX – www.trxtraining.com3. Crossfit – www.crossfit.com4. Gravity – www.efisportsmedicine.com5. Power Plate – www.powerplate.com6. Sproing – www.sproingfitness.com7. ViPR – www.viprfit.com Health Club Industry Experts - Consulting, Brokerage, Management
  16. 16. What IsA 4-5 week group training program servicing 10-12people simultaneously in 400-500 square feetUses inexpensive equipment clubs already have: 8-35 lb hex dumbbells Physio-balls and Medicine Balls TRX Exercise Tubing Bosu ball Group weight training barbell sets (2-3 sets) Steps (3-4)
  17. 17. What isSessions take place on specific days & times similar togroup fitnessA club program that can be marketed and promoted viaevery club department internally and externallyEfficient method to train multiple clients in very little timeand spaceClub product vs. Trainer Product Club can insert different trainers when necessary Members do not have to find the most experienced or elite trainer Consistent so members can switch times if necessary Simple sales process letting trainers train instead of sell
  18. 18. Feature/Benefit Checklist of FIT-traxxPre-programmed workouts Safe, effective workout regardless of trainer4-weeks of programming Participants avoid boredom, workout system, exercise adherence with a beginning and end2 or 3 day per week programs at Members choose days and times that are convenientdifferent timesAll exercises can be progressed All ability levels from beginner to athlete train at sameor regressed quickly and easily time each achieving his own personal bestClub product and not trainer Easily marketed and participants loyal to program andproduct not a specific trainer10-12 participants per class Leverages trainers’ time along with less expensive for participants opening new markets10 Program Launches per year Predictable, consistent revenue for club and trainers
  19. 19. Thank You for Attending this PresentationFor more information on how to increase or start group training in your club contact: Greg Maurer – greg@maurer3.com Cell – 302-528-1660

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