![When it comes to growing a business few things have more power than a narrow
focus. Too often business owners want to be many things in order to capture as
much business as possible.
[...] it’s like a hawk
taking a bird: even when
it enters into the midst of
thousands of them, it
gives no attention to any
bird other than the one
that it has first marked –
www.functionaltraining.net
FOCUS, FOCUS, FOCUS...2. POSITIONING](https://image.slidesharecdn.com/gettogetherconvention-150501093128-conversion-gate01/85/How-to-become-a-successful-personal-trainer-21-320.jpg)
Uploaded byMax Icardi
How to become a successful personal trainer
The document discusses how to become a successful personal trainer. It provides advice on developing a strong product or service offering, precisely positioning it for the target customer, choosing an appropriate place or location to provide it, and setting the right price that reflects the value. It emphasizes the importance of having a narrow focus on a specific audience and their unique needs rather than trying to appeal to everyone. Examples are given of different personal training services, their target customers, locations, and pricing tiers. The document is authored by Max Icardi, a founder of the Functional Training Network and Academy, to help personal trainers grow successful businesses.
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How to become a successful personal trainer
- 1. www.functionaltraining.net © Daniel Macri HOWTOBECOME A SUCCESsFUL PERSONAL TRAINER
- 2. 2003 •Medical Faculty -University of Turin •Sport Medicine degree – University of Glasgow •Founder of Functional Training Academy •CEO Functional Training Network MAX ICARDI 1999
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- 4. www.functionaltraining.net 3. To increasethe profitability of the business 2. To make enough money to live a comfortable lifestyle 1. To do something I enjoy or feel passionate about
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- 7. www.functionaltraining.net “Choose a jobyou love, and you will never have to work a day in your life” - Confucius-
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- 9. The very thingsthat keep you busy aren't necessarily the things of business. Is your business a busy-ness? www.functionaltraining.net If you want to go FAST, go alone. If you want to go FAR, go together.
- 10. SALEABILITY • When youare replaceable, your company is more saleable. When someone buys your company, they will consider it more valuable if they can just take over the reins and it runs. FREEDOM • This is probably one of the reasons you started the business in the first place. If you are the critical piece, you won’t be able to take time off. LEADERSHIP • When you can systemize the day-to-day actions, you can shift into a role where you seek out new opportunities, try new things, and innovate PERSPECTIVE • If you can manage to get yourself out of the day-to- day, it will give you a chance to watch the business from afar. MAKE YOURSELF REPLEACEBLE If you are going to build a company and can’t be replaced, you are, in fact, building a trap. And that’s not something you want to get yourself into. www.functionaltraining.net
- 11. WHAT THEY DON’TTEACH YOU IN SCHOOL www.functionaltraining.net
- 12. www.functionaltraining.net THE 5 P’SOF BUSINESS 5. PROMOTION How are you going to inform your prospects about your offer? 4. PRICE What is the value of your services for those clients? 3. PLACE Where are you offering your services? 2. POSITIONING Who are the potential clients interested in your offer? 1. PRODUCT Which product/service are you offering?
- 13. How can ihelp you? www.functionaltraining.net 1. PRODUCT
- 14. RED OCEAN • Competein existing markets • Try to beat the competition • Price concurrence BLUE OCEAN • Create new markets • Competition is irrelevant • Price = value www.functionaltraining.net 1. PRODUCT
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- 17. HOW LONG WILLITLAST ?! www.functionaltraining.net 1. PRODUCT
- 18. 1. PRODUCT SHOULDN’TI DIFFERENTIATE? www.functionaltraining.net
- 19. 2002 - ... MAXICARDI • Personal Trainer • Lecturer & Presenter • PT studio owner 2008 - ... FUNCTIONAL TRAINING NETWORK • Quality label for personal trainers • Registered brand 2011 - ... FUNCTIONAL TRAINING ACADEMY • Postgraduate educaion • Workshops for professionals 2013 - ... OUTSIDE THE BOX • Outdoor Training studio • Bed & Breakfast • Seminar room 1. PRODUCT GROWYOUR OFFER www.functionaltraining.net
- 20. Baby Bootcamp bring yourbaby,get fit! WOMEN •WAY too broad – almost impossible to define common needs YOUNG MOTHERS •Better. More specific and narrows down a certain segment of the population YOUNG MOTHERS WHO WANT TO BE BACK IN SHAPE •Wonderful! You’ve addressed a unique audience with a defined need 2. POSITIONING WHO IS IT FOR? www.functionaltraining.net
- 21. When it comesto growing a business few things have more power than a narrow focus. Too often business owners want to be many things in order to capture as much business as possible. [...] it’s like a hawk taking a bird: even when it enters into the midst of thousands of them, it gives no attention to any bird other than the one that it has first marked – www.functionaltraining.net FOCUS, FOCUS, FOCUS...2. POSITIONING
- 22. What sort ofperson am I? Do I have a particular interest? Do I want to specialise in a specific aspect of physical activity? DEFINE YOUR TARGET GROUP www.functionaltraining.net IF YOU DON’T CHOOSE YOU WON’T BECHOSEN 2. POSITIONING
- 23. 3. PLACE URBANor... COUNTRY? FITNESS CLUB? PRIVATESTUDIO? CLIENT’S HOME? OUTDOOR? MEDICAL PRACTICE? CORPORATE OFFICES? TENNIS, GOLF CLUB? www.functionaltraining.net Where can i find you?
- 24. 4. PRICE WHOIS YOUR CoNCURRENCE? www.functionaltraining.net Price must reflectnot only Product, Position and Place, but also: education, experience, references... More people in a session, less € per person more €€€ for the trainer Always get paid up front for a given period of service Don’t make discounts, add value instead Don’t forget your overhead costs when setting your price!
- 25. GROUP EXERCISE: BUGGY BOOTCAMP Youngmothers wanting to get back in shape Park Budget: € STABILIZATION TRAINING FOR SPORTS Sportclubs or individual sporters aiming at injury prevention Private training practice Budget: €€ 1:1 PERSONAL TRAINING @OFFICE Busy professionals with high income and little time to exercise At the office, at home... Budget: €€€ Bring it home... PRODUCT POSITIONING PLACE PRICE
- 26. www.functionaltraining.net Start a conversation witha stranger Stay 24hrs away from electronic gadgets Thank someone Ask for help Eat something you’ve never tried before Doone thing a day that scares you
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- 28. POSTGRADUAAT ‘FUNCTIONAL TRAINER’2015-2016
Editor's Notes
- #4 Three questions, three words as answers: Name One quality about yourself What do you expect about today?
- #15 Blue Ocean Strategy is a book published in 2005 and written by W. Chan Kim. Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, Kim & Mauborgne argue that companies can succeed not by battling competitors, but rather by creating ″blue oceans″ of uncontested market space. Red oceans represent all the industries in existence today – the known market space. In the red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known. Here companies try to outperform their rivals to grab a greater share of product or service demand. As the market space gets crowded, prospects for profits and growth are reduced. Products becomecommodities or niche, and cutthroat competition turns the ocean bloody; hence, the term red oceans.[4] Blue oceans, in contrast, denote all the industries not in existence today – the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid. In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. Blue ocean is an analogy to describe the wider, deeper potential of market space that is not yet explored.[4][5] Cirque du Soleil – an example of creating a new market space, by blending opera and ballet with the circus format while eliminating star performers and animals