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The Business of Personal Training
Best Practices

www.brentdarden.com
The
E U R O P E A N H E A LT H C L U B R E P O R T
S i ze a n d S c o p e o f t h e F i t n e s s I n d u st r y

I N T E R N AT I O N A L H E A LT H , R A C Q U E T & S P O R T S C L U B A S S O C I AT 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.
II.
III.
IV.
V.
VI.
VII.
VIII.

Business Model Priority
Featured Marketing
Team Concept
Professional Trainers
Continuing Education
Systematic Approach
Accountability Measures
Growth Opportunity
I. Business Model Priority

Personal Training
I. Business Model Priority

Facility Design
I. Business Model Priority

Facility Design
I. Business Model Priority

Equipment Selection
II. Featured Marketing

Internal and External Marketing efforts
should feature Personal Training.
II. Featured Marketing
Key Strategies of New Member / Client Acquisition:

•Be Assumptive
•Feature the Benefits
•Encourage the Experience
•Proactive Scheduling
•Incentive Pricing
II. Featured Marketing
Member Experience Manager

2008 Nova 7 Marketing
Initiative: Member
Experience Manager

Matchmaker
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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

C

C

C

C

C

Customer Service
Sales Training
Program Philosophy
Business Organization
Technical Skills
V. Continuing Education
Establish Standards of Service
V. Continuing Education
Establish Standards of Service
V. Continuing Education
Establish Standards of Service
VI. Systematic Approach

Customer Journey Mapping...
VI. Systematic Approach
Establish a System of Sales & Service
VI. Systematic Approach
We’re Selling Results & Relationships..

Fitness Consultants
OR

Fitness Coordinators
OR

Lead Trainers
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
Date:________________

Client:_______________

Trainer:_______________

®
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
VII. Accountability Measures
Annual Budget Considerations
VII. Accountability Measures
TELOS Fitness Services - Individual Professoinal Training Budget
2013
Department: Professional Training
Account Number:
Description: Revenue
Prepared By: Matt Lindenmeyer
Date:

Work Days & Revenue Driven Template

Description
Individual Training Rate
Work Days Per Month
Sessions Per Month
Sessions Per Day
Individual Training Revenue
Comission %
Total Ind. Training Rev.

January
February
March
April
May
June
July
August
September
150.00 $
150.00 $
150.00 $
150.00 $
150.00 $
150.00 $
150.00 $
150.00 $
150.00 $
17
20
21
21
23
18
16
22
21
102
120
126
120
132
102
96
132
120
6.0
6.0
6.0
5.7
5.7
5.7
6.0
6.0
5.7
$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
60.0%
60.0%
60.0%
60.0%
60.0%
60.0%
60.0%
60.0%
60.0%
$ 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 $

October
November
December
Total
150.00 $
150.00 $
150.00 $
150.00
23
18
17
237
138
108
102
1398
6.0
6.0
6.0
6
$20,700.00
$16,200.00
$15,300.00 $ 209,700.00
60.0%
60.0%
60.0%
60.0%
12,420.00 $ 9,720.00 $
9,180.00 $ 125,820.00

2012 Actuals
2011 Actuals
2010 Actuals
2009 Actuals
2008 Actuals

$
$
$
$
$

21,010.00
20,073.00
21,380.00
24,570.00

$

21,460.00
22,875.00
23,290.00
21,140.00
24,500.00

$
$
$
$
$

20,148.00
18,175.00
20,130.00
18,830.00
22,430.00

$
$
$
$
$

21,200.00
21,890.00
23,270.00
17,270.00
21,375.00

$
$
$
$
$

17,625.00
17,755.00
15,440.00
22,600.00
25,710.00

$
$
$
$
$

19,800.00
20,600.00
19,450.00
20,490.00
24,165.00

$
$
$
$
$

15,475.00
17,050.00
19,995.00
22,130.00
24,180.00

$ 16,000.00
$
9,575.00
$ 14,560.00
$ 15,650.00
$ 22,620.00

$
$
$
$
$

20,450.00
21,688.00
20,240.00
21,180.00
22,880.00

$
$
$
$

19,125.00
19,460.00
21,920.00
24,895.00

$
$
$
$

$
$
$
$

18,345.00
18,055.00
14,150.00
16,120.00

$
$
$
$

17,850.00
16,950.00
20,480.00
15,470.00

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:

Monthly & Yearly Revenue & Net
Number of Work Days in month

Sessions Per Day
Sessions per Month

$
$
$
$
$

152,158.00
225,938.00
230,913.00
237,220.00
268,915.00

Avg. Per Month
$
150.00
19.8
117
5.9
$
17,475.00
60%
$
10,485.00
Avg. Per Month
$
19,019.75
$
18,828.17
$
19,242.75
$
19,768.33
$
22,409.58
VII. Accountability Measures
VII. Accountability Measures

Key Performance Indicators (KPI’s)

What gets measured, gets managed.
VII. Accountability Measures
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
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
VIII.Growth Opportunities
* PT Bonus System Example
Chinese Proverb:

“The best time to plant a tree is 20 years
ago. The next best time is today.”
The Business of Personal Training
Best Practices

www.brentdarden.com

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