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TSI 2011 - Driving Small Group Training Profitability
- 1. Driving Small Group Training Profitability
- 2. WHY? Why Should we focus on small group training?
- 4. CORE STRATEGIES 5 core strategies for driving small group training profitability, sustainability and success.
- 10. Optimizing Small Group Schedule and Space Dedicated SGT Schedule Monday Tuesday Wed Thursday Friday Make-up/ Demo Class Make-up/ Demo Class Pilates 5 p.m. (free demo) Pilates 5 p.m. (free demo) Pilates 5 p.m. (free demo) Pilates 5 p.m. (free demo) Week 1 Program 1 Strength 9 a.m. (free demo) Strength 9 a.m. (free demo) Week 2 Program 1 Continues Strength 9 a.m. Strength 9 a.m. SOLD OUT ! SOLD OUT ! Week 3 Program 2 Strength 9 a.m. Strength 9 a.m. Pilates 5 p.m. Pilates 5 p.m. SOLD OUT ! SOLD OUT ! SOLD OUT ! SOLD OUT ! Week 4 Program 1&2 Continue Strength 9 a.m. Strength 9 a.m. Pilates 5 p.m. Pilates 5 p.m. SOLD OUT ! SOLD OUT ! SOLD OUT ! SOLD OUT !
- 11. Optimizing Small Group Schedule and Space Monday Tuesday Wed Thursday Friday Week 1 Program 1 Program 2 Sold Out Strength 9 a.m. Sold Out Strength 9 a.m. Sold Out Pilates 5 p.m. Sold Out Pilates 5 p.m. Week 2 Program 1&2 Continue Sold Out Strength 9 a.m. Sold Out Strength 9 a.m. Sold Out Pilates 5 p.m. Sold Out Pilates 5 p.m. Sold Out 9 a.m. Free Demo 12:30p.m. Free Demo 5 p.m. Sold Out 5 p.m. Sold Out 9 a.m. Free Demo 5 p.m. Free Demo 12:30p.m. Sold Out 5 p.m. Week 3 Program 1&2 Program 3&4 Sold Out 9 a.m. Sold Out 12:30p.m. Sold Out 5 p.m. Sold Out 5 p.m. Sold Out 9 a.m. Sold Out 5 p.m. Sold Out 12:30p.m. Sold Out 5 p.m. Week 3 Program 1&2 Program 3&4 Make-up/ Demo Class Make-up/ Demo Class Make-up/ Demo Class Make-up/ Demo Class
- 15. Thank you for attending!! Jesse Campanaro 858.967.1811 [email_address]
Editor's Notes
- The Program Model is best explained in contrast to the package model, which is very common in fitness facilities for selling personal training. In the package model, a client can purchase, say for example, 10 sessions. They can use these 10 sessions at their discretion, attending classes that are on the schedule. So what many facilities have found is that one week the client will come on a Monday, the next week on a Wednesday to a different trainer, and then not at all for three weeks. As we all know, muscles atrophy quickly and three weeks later, they may not be at the same level as the regulars who are coming every week consistently. This slows down the class and wastes precious moments of a 30 or 45 minute class that could have been dedicated to training. Plus the client doesn’t see the results he or she may want. The program model consists of GRAVITY programs that have a start date and an end date. For example, a popular length is 4 weeks or 8 weeks. This means a client would commit to joining a program that starts in week 1 and ends in week 8. The benefits of this model can be seen on both sides - to you and your members. Some benefits to the members: A trainer can now create a continuous program that allows for progression. Seeing a client consistently twice a week will allow you to tailor workouts to their levels of progression. You can also now market programs to particular demographics. We’ll talk about this more in the Marketing section. Plus with the commitment to a program that runs twice per week, the client should see results after consistent training for a certain number of weeks. Additionally, it also benefits the members because it creates camaraderie amongst the group, who will be seeing each other for the same time on the same day for the next 8 weeks. There is something to be said about the social aspect of training. This model benefits you as the club: Because it’s difficult to predict a client’s decision to come to recurring classes on a schedule, where some days seem popular but a week later have no participants, the package model can become an organizational nightmare. Utilizing the program model allows for you to have a consistent schedule with consistent attendees. It also organizes your trainer compensation. Another flaw in the package model is the uncertainty of the number of participants. Similar to the example I gave earlier, one week a trainer might have 5 people in a class and the next week they might have 2. It may not make financial sense to run a class with just 2 people, who are paying less than what you need to pay the trainer, but you can’t cancel the class. With the program model, the clients have all paid up front and so the trainer can be assured that they will always have a full session. And lastly, now that the trainer is seeing the same people in every session, the session itself can run quicker and smoother, making each minute you have in the half hour or 45 minutes very valuable.
- The key to a successful program is FULL sessions, not necessarily MORE sessions. When you launch a small group program, you want to start out slowly and build your demand and therefore the value of the program. When you start out, make money a non-issue. You don’t want price to be what’s holding the client back. If you’ve given them a demo and you know they love the program, the cost of the program should be right in line with their desire to purchase. This is when you keep your supply of the program low, allowing you to keep the demand high.
- The key to a successful program is FULL sessions, not necessarily MORE sessions. When you launch a small group program, you want to start out slowly and build your demand and therefore the value of the program. When you start out, make money a non-issue. You don’t want price to be what’s holding the client back. If you’ve given them a demo and you know they love the program, the cost of the program should be right in line with their desire to purchase. This is when you keep your supply of the program low, allowing you to keep the demand high.
- The waterfall structure is the idea of starting out slow and waterfalling new programs in. Start out with one program in week 1 and do not add a new program until week 2. You can have a full schedule of what you’re going to offer ahead of time. But keep the new programs in your “back pocket” until you can be sure you have enough demand to fill them. Instead of starting out with way too many program offerings and having to scramble to fill them, with the waterfall structure you can add a new program only when you know it will be sold out. Once you’ve filled the programs you started out with, you can utilize the “SOLD OUT” strategy. This shows your members that there is so much demand for the program that you don’t even have enough time and space to meet the demand. You may have classes you know you can schedule, but don’t release them right away. Put up signs that say “sold out – ask a team member for details on the next GRAVITY program.” This also allows you to integrate new members into the programs easily.
- The waterfall structure is the idea of starting out slow and waterfalling new programs in. Start out with one program in week 1 and do not add a new program until week 2. You can have a full schedule of what you’re going to offer ahead of time. But keep the new programs in your “back pocket” until you can be sure you have enough demand to fill them. Instead of starting out with way too many program offerings and having to scramble to fill them, with the waterfall structure you can add a new program only when you know it will be sold out. Once you’ve filled the programs you started out with, you can utilize the “SOLD OUT” strategy. This shows your members that there is so much demand for the program that you don’t even have enough time and space to meet the demand. You may have classes you know you can schedule, but don’t release them right away. Put up signs that say “sold out – ask a team member for details on the next GRAVITY program.” This also allows you to integrate new members into the programs easily.
- Please let us know about the fitness market in your territory.