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Apr
25

Pros and Cons of Owning a Fitness Studio

The Benefits and Pitfalls of Owning Your Own Studio

Starting your own business can be one of the scariest or most rewarding things that you can (or will ever) do in your life. Just like most BIG decisions, there are several pros and cons, peaks and valleys, and ups and downs that accompany the journey.

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“Fortune favors the brave”

Think about all of the times in your life where you needed to make a big decision and you probably either scared yourself out of making it (or nearly did) because of fear.  There is the old quote that says, “fortune favors the brave,” and if you combine that kind of courage with strategic planning, laser like focus, extreme determination, careful team-building and a little bit of luck, you can achieve anything you want in life.

So, if your goal is to start up the best fitness facility in your community, then that is definitely within your reach. But just as any smart business person would do, you should definitely do your homework and identify the benefits, pitfalls and risk-reward ratio, before you take the leap of faith.

Let’s first take a look at the associated benefits of owning your own fitness studio.

1344033Benefits

  • You control your own destiny.
  • You make your own schedule.
  • You and your hard work determine your income.
  • You create the vision and brand for your business.
  • You make every decision from hiring staff to choosing decorations at your studio.
  • You create your own legacy.
  • You are viewed as a leader.
  • You create jobs in your community.
  • You get to lead a team.
  • You create impact in your community.
  • You get to be creative.
  • You get the opportunity to challenge not only your team but also challenge yourself.
  • You experience a sense of pride and accomplishment for starting, maintaining, and owning your own business.

Now let’s take a look at the associated pitfalls of owning your own fitness studio.

1956602Pitfalls

  • You are taking a HUGE risk financially where you can end up risking your house, savings, and/or even your livelihood.
  • You work a lot of hours especially in the beginning.
  • You could end up spending less time seeing your family and/or even taking care of yourself properly.
  • You never really “turn off” mentally, your mind is always on your business.
  • You may hire someone who doesn’t bring value to your team.
  • You can get hit with potential lawsuits.
  • You can have disgruntled customers and/or employees.
  • You have increased competition in your community.
  • You have increased costs with payroll, workers compensation, liability insurance, marketing, etc.
  • You will experience a certain level of stress.
  • You will ultimately decide the fate of your business.

Finally – now that we have gone over the benefits and the pitfalls of owning a fitness studio, let’s discuss the rewards of taking such a huge leap of faith.

Rewards

  • You help countless people get healthier, leaner, feel better, look better, have more energy, increase their confidence, live better quality lives and even save their lives.
  • You create several jobs in your community and you employ people who are raising families.
  • You increase your income and provide more for your own family and for yourself.
  • You have more time for your family and for yourself.
  • You live out your dream job and enjoy every day that you walk into your own business.
  • You inspire a number of individuals through your hard work, dedication and commitment, to bringing the best fitness facility to your community.
  • You leave a lasting mark in your area.

1631952Decisions, decisions?

So, is taking the leap of faith to open your own studio worth it?

Only YOU can make that decision!

Starting and growing a business is hard work and it takes a lot out of people to get their businesses to the next level. Not everyone is meant to own their own business. If you look at the statistics of failed businesses in their first year, it can be scary even if you have done all of the proper homework before starting your business.

Yes, there is definitely a huge risk involved when going into the private sector – and if you think that you can handle that, then by all means go for it with as much ferocity as you can. But if you find that it’s not for you after doing some homework and exploring your options, then that’s okay too. You just have to figure out what you’re happy doing in the long term.

Do you want to take those risks to maximize your life OR do you want to play it safe and not risk anything and have more time?

Again, that depends on YOU and only YOU can truthfully answer that question.

So, in exploring whether or not to start your business, just remember that it’s critical to address your risk-reward ratio, plan very carefully and get ready to work your butt off – good luck on your decision!

About the Author

Mike Z. RobinsonMike Z. Robinson is the owner of the highly successful personal training facility, MZR Fitness as well as Mike Z. Robinson Enterprises which features & highlights a myriad of options to help fitness professionals grow their businesses and careers. Mike was the 2015 IDEA Personal Trainer of the Year, is the author of the E-Book: “Fitness Up, Everything Up”, and he is also a Media Spokesperson for both the American Council on Exercise & IDEA Health & Fitness Association.

Apr
19

Trainer Dane Robinson – Success with GRAVITY

Spending Time with Dane Robinson.  Pro Coach, GRAVITY Master Trainer and Fitness Guru

Dane Robinson - GRAVITY Master Trainer

Dane Robinson

One of the best perks of my job is getting to meet and hang out with the most influential (and truly inspiring) leaders in the Fitness Industry.  Such is the case of Dane Robinson.

Dane has been there, done that and then some. He is open, honest and passionate about his work and has a long list of accomplishments that he is way too modest to talk about. I did my research; he morphed from a college football star to Pro defensive lineman on both the AFL and IFL.   He was the 2014 Coach of the Year and is the Head Coach for the Atlanta Steam, the professional female football team.  And yes, it’s full-on contact!

Like all of the best, he started from the ground up (yes, this seems to be the common thread).  Front desk, cleaning equipment and working on the gym floor – those jobs where we work the hardest, earn the least but learn the most.

Here are some of the key points we discussed.

In your opinion, what does the future hold for the fitness industry?

Dane: “Man, our industry is BOOMING! And it shows no sign of stopping.  From the insertion of the boutique studio to the dominance of wearable fitness tracking technology, people are taking their health seriously.  I think we are at a crossroads, where the more high-end, high-touch small fitness studios will start to siphon off the big ‘box’ gyms.  In the future, I also believe you will see a trifecta of rehabilitation, body maintenance and performance training all under one roof.”

Tell me a bit more about the team you coach.  How did you get involved with “The Steam”?

Dane: “It was the players who gave me a vote of confidence. I had no intention of becoming the coach of anything that first season but I dove in and accepted the challenge and here we are five years later impacting the lives of women throughout the sport of football: encouraging them to be the best football players they can be. What these women do, week in and week out, is phenomenal. They enrich my life so much and the product they put out on the field is pretty damn good too. It is endlessly rewarding to continue to encourage them to be the best football players, people and women they can be.”

What makes your studio stand out in the community? Why are your clients loyal, how are you different than the competition?

Dane: “We stand out because our emphasis is on personal touch and creating a relationship-building atmosphere every day. We know your name, we know what your emotional energy is for that day, and we always try to tailor the experience so you leave feeling better than when you came in, physically, mentally and emotionally. We are confident in who we are and we do not try to be everything to everybody.    We have a unique Total Gym program called GRAVITY that make the studio special and drives members.

Being different to our competition is our modality and with GRAVITY being so unique, our members and clients achieve success and we see profitability in our studio.  If your client is somebody that is missing a component of strength training and is looking for an all-inclusive workout that’s engaging, while providing massive impact they can feel right away, we know GRAVITY is the answer.”

Dane Robinson teaching a GRAVITY class

Dane teaching a GRAVITY class

How did you get involved as a GRAVITY Master Trainer?

Dane: Becoming a GRAVITY Master Trainer was something I wanted to actively pursue after I took the first GRAVITY educational workshop.  I thought ‘Hey, I could do this and probably do it really, really well!’ I love coaching.  I love teaching. I love motivating and helping people help themselves. So it became my goal.  Then when I got an opportunity to train in Buffalo, New York I got lucky.  I happened to fall into training the GRAVITY program when the current instructor couldn’t.  When I moved to Atlanta I knew there was one thing that I could do REALLY well; teach GRAVITY.  The popularity of my classes led to developing my own program in a club in Cumming, GA.  That program took off, allowing me to change course to a Gravity Studio full-time!

What is your best advice for someone who wants to become a full time trainer with or without their own business?

Dane: “My top three advice tips for anyone entering the fitness industry:

#1: If you’re looking to do it FOR the money, this is the wrong job for you. If you would like to MAKE money, that’s fine but be prepared to serve people at an all-time high.

#2: Find a way to learn from the best. Surround yourself with people who are doing what you want to do, at their pinnacle.  Learn from them, be a sponge, and try to reenact their actions.

#3: Learn to balance your dynamic, engaging, loving personality with your smart, educated, nerdy side of you. If you can bring the two together, you’ll be a deadly force.”

Dane Robinson on a Total Gym GTS

Dane on a GTS

How have you managed to keep your trainers and/or what do you see as the secret of longevity in the fitness field?

Dane: “We hone in on the five things that all trainers want:

  • Recognition
  • Coaching
  • Feedback
  • Feeling Valued
  • Competitive Compensation

We like to build a team of special individuals; not just be ‘a trainer’ but a true fitness professional in every sense. This stems from the hiring process and trying to find people that are intrinsically motivated to serve. I’ve used that term a lot but it means A LOT and it really shows character, strong values and a commitment to what we do in the small studio market we are in.”

What is your favorite exercise within the GRAVITY program and why?

Dane: “It has to be any variation of pull-ups/chin-ups with or without plyo!

Yes, these are very male ‘ego-boosting’ movements but damn… you feel so strong, massively confident and fluid doing them.  The GTS maximizes the pull-up and the chin-up very comparably to a regular pull-up bar, only better.  It’s also very adaptable to the client.

After progressing to the the dynamic versions, it is actually a little more exhausting when you do the plyometric pull-up and chin-up.  It doesn’t get any better than those movements for me!”

GRAVITY class at Sandy Springs, Atlanta

GRAVITY class at Sandy Springs, Atlanta

For a fitness professional looking to offer GRAVITY, what is the best way to incorporate it into a facility?

Dane: “I think one of the ideal ways to implement GRAVITY is to include the program with other offerings you already have. It makes a great addition to Barre, Boot Camp or H.I.I.T training for example.

If you don’t have other team training options, then running the GRAVITY program as a standalone is best executed as a small group offering and you need to make sure that your trainers are GRAVITY-educated and are innovative standouts that can bring it to life.

We have different formats of GRAVITY to focus on strength endurance, strength building, or metabolic conditioning. Our main focus is to increase our recurring memberships for which we have two tiers: unlimited or 8 sessions per month. We also rely on package renewals whether it be a 5, 10, or 20 class package they can use within a certain period of expiration.

Our personal trainers love GRAVITY because you can have a top-level athlete or deconditioned first timer, and everything in between, in the same session so it is easy to schedule and a great instructor can really maximize the unique multi-range of exercises available to all levels of different clients at the same time.”

What have you learned from your mentors over the years that has helped you to grow?

“I am so fortunate for not only the successes but for the failures I’ve encountered along way. I really try to hinge on the fact that I have been able to replicate my success based on my personality, my hard work and my drive. As an collegiate athlete in football you are just one part of a system of a team. I can’t do my job successfully without the support of other people around me.  We all have to work together for the common good: the team. I transcend that into my job in the fitness industry in situations where people are not used to being in a team atmosphere to stand out. We can all stand out when we all shine.

You can find Dane Robinson-BS, PES, NASM-CPT, Fitness Director at GRAVITY Studio Atlanta at gravitystudio.com/Atlanta  678.515.4006 (studio). Take a class and feel the love.

For more information on GRAVITY contact Ralph at 858 764 0078 | ralph@totalgym.com

About the Author

Debbie Beck - Fitness Coach and Personal Trainer.Deborah Beck is a six time Ironman athlete, coach and personal trainer. For over 25 years she has combined her love of sports and fitness with her passion for travel and adventure.  Her early work as a Fitness Director moved her throughout Asia, the Middle East and the UK.  She holds multiple certifications and is currently working towards her 500 hour Yoga Medicine.  Her training philosophy incorporates Pilates, yoga, Gyrotonic and strength to produce a balanced, unique approach to high endurance training.   This fall she is launching a global training and lifestyle company and online community.  When not traveling, she splits her time between Quogue NY and Telluride Colorado.

 

Apr
13

Using Total Gym for Spinal Stabilization #3

Elizabeth Leeds

(Watch the Video)

How to Develop a Spinal Stabilization Program, Part 3:  Adding Complexity

This last blog will further discuss complexity. If you missed the previous blogs you can catch up with Part 1 and Part 2.

Adding complexity is done via increasing the tri-planar aspect of an exercise and/or changing the tempo.  A tempo change will encourage a different intent. It is common that clients develop a habit of performing the same exercise over and over with the same tempo each time. Unfortunately, we are not creatures of consistent tempos. For example, when ascending two flights of stairs it is very likely that each flight will be taken at different speeds.  We change pace when we walk and we even eat at different speeds depending on how much time we have. Recognizing that tempo changes are important for proficiency within ADLs is key so it would be beneficial for clients to incorporate tempo change into their routine.

Tempo changes can be as simple as instructing a client to move quickly in an exercise. It can also be emphasizing different phases of an exercise to enhance strength, such as moving slower during the eccentric phase of an exercise. Tempo changes can be one set fast, the other set super slow. Tempo can also reflect overall pace of the routine. A routine performed one exercise after the next will feel very different than if a 40-60 second rest is provided between sets and/or exercises. There is not a set tempo protocol when it comes to developing stabilization programs, rather it is something we sometimes forget to tweak. And sometimes a little change in tempo is all one needs to breakthrough stabilization and strength barriers.

As mentioned above, complexity can also occur with increasing tri-planar aspect of an exercise. Taking a linear movement such as squats. Adding arm movements of shoulder abduction and adduction and/or a tweak of the toes inward or outward starts can infuse more planes of motion.  There is no recipe to which plane should be added in first, rather add in another plane and assess if the client is able to maintain technique. Then within the next set, session or even sessions infuse more planes of motion into the exercise. Below are ways you can infuse greater planes of motions into the exercises you learned in blogs one and two.

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About the Author

Elizabeth Leeds, DPTElizabeth Leeds, DPT, owner of Seaside Fitness and Wellness, combines her background in physical therapy, personal training and Pilates in her practice and teaching. As a pelvic floor physical therapist working at Comprehensive Therapy Services in San Diego, her passion for pregnancy and postpartum is seen in her mission to empower women with knowledge and understanding of their physical changes, and how to address them to prevent future issues. Additionally, Elizabeth is a Master Trainer and developer for Total Gym’s GRAVITY education.

Apr
6

6 Top Tips for a Great Hiking Training Program

HIking

How to Train Your Weekend Warriors for Hiking

If you are like most personal trainers and coaches, then there is a great chance that you have a decent sized population of hikers as clients. In fact, hiking usually ranks as the 5th most popular outdoor activity (not necessarily exercise) in the US and it’s on the increase with a whopping 37 million Americans hiking regularly each year.

Several times per year, you get requests from clients to help them train for their upcoming hiking trip in a few months, where they will be exploring new lands and climbing high elevations.

This is all really great!  You are glad that your clients are motivated and have come to you to help them train but now you have to come up with a way to develop a top notch and effective training program for them. What are your go-to-moves or tips for these Weekend Warriors to help them for their hiking excursions?

Here are my go-to-tips to help give hikers the infrastructure for hiking success:

Create a Hiking Club – Identify all of the fun and challenging hikes in your community. Then select a day in the week that you regularly want to meet for a weekly hike. Next, invite a few clients from your studio that enjoy hiking and/or who have a hiking trip coming up to a form a 6, 8, or 12 week program. This can be a for-profit program to increase revenue. Or it can be a free program that you are using to help build camaraderie among your clients and loyalty to your business; completely up to you. The most important element is that your clients build a support team of hikers to increase motivation and accountability on a weekly basis.

Stretch After Hiking – The need to stretch after a hike is important because it decreases the chances of injury and accelerates the recovery process. Encourage your clients to stretch their entire bodies but to show a lot of focus on some of the bigger muscles in the lower bod such as their quadriceps, hamstrings, and glutes. Perform a variety of stretches and hold each stretch for a minimum of 30 seconds.

Strengthen the Core – As we tell all of our clients, it is extremely important to work the core because it is supposed to be the strongest group of muscles in the body, seeing how all of our movement comes from there. And with providing tips with hiking, this is no different. Stress the importance of the core to your clients and let them know all of the benefits that a strong core can produce, such as posture and injury prevention throughout, not only their hike, but also their day-to-day activities.

Add Intervals – Who doesn’t love intervals where you have stints of fast intensity followed by a slower intensity or full out rest recovery? Find an incline that your client can practice this on. Have them go up a hill at a fast intensity level and then instruct them to slow down when they get to a flat zone. Repeat this activity to help them with their speed, endurance, and recovery process.

Total Body Conditioning – Something that a lot of clients don’t realize is how much strength training will help them with their runs and hikes. Oftentimes they think that to improve their runs and hikes, the only thing that they need to do is run and hike. Although that is helpful, that is not all that needs to be done. Mastering upper and lower body movements are important, particularly muscles such as the quadriceps, hamstrings, and glutes.

Hydrate – Staying hydrated is key as well, no matter the weather condition. Aim for a minimum of 12 ounces of water per hour to avoid dehydration but not more than 25 ounces to avoid hyponatremia.

About the Author

Mike Z. RobinsonMike Z. Robinson is the owner of the highly successful personal training facility, MZR Fitness as well as Mike Z. Robinson Enterprises which features & highlights a myriad of options to help fitness professionals grow their businesses and careers. Mike was the 2015 IDEA Personal Trainer of the Year, is the author of the E-Book: “Fitness Up, Everything Up”, and he is also a Media Spokesperson for both the American Council on Exercise & IDEA Health & Fitness Association.

Mar
23

Maximize Your Clients’ Workout Results – Part 2

JayDee - Training with Mindfulness

Watch the video

How to Keep your Clients More Engaged in Total Gym or GRAVITY classes.

Hey Total Gym Trainers, it’s Master Trainer JayDee here, back with some more tips on how to and why (benefits) it’s good to train your clients with mindfulness. If you missed the first part of this blog you can catch up here:

So let’s start with those important benefits.

Benefits for Your Client

> Continually cuing your clients during their entire training session will keep them engaged, focused, and centered in the present moment. Training the body and working out is like anything else you do in life. The more you’re focused and concentrating on what you’re doing, the more successful the results.  Thus, your clients will get better results, faster, and keep coming back for more.  Cha-ching!

> Your clients will also realize the difference between working out smarter versus working out harder.

> One of the biggest benefits for your client is the fact that if they are fully engaged in the present moment and in what they are doing, then they are NOT thinking about what to do for dinner, To-Do lists, the meeting at work, their kids, or anything else in the past or future.

> One of my favorite things I often hear from clients is “Wow, that went by fast.” If you keep them totally present and engaged the time will seem to go by much quicker.  Just like if you are fully engaged in your workout, a movie, a concert, or doing your favorite hobby, time seems to just fly by.

Benefits for You

> All these benefits aforementioned for your client will make them realize the unique value you create for them as a trainer. They will notice that you are also fully engaged and giving them 100% of your attention during their well paid-for session.

> The fact that you are super attentive and continually cuing them on neutral spine and posture, core engagement, proper breathing, perfect exercise execution, educational tips, etc. will also make the session go by quicker for you.

> Always search for new ways to cue your clients and constantly monitor them for ways they can improve.  It will keep you mentally sharp and challenged AND praise them for what they’re doing right.  It will help the both of you.

> Nothing upsets me more then seeing trainers who are checking out the hot girls or guys, watching TV, chatting with other members or trainers and not paying attention to their clients while they are performing an exercise.  I can guarantee you these trainers will not be successful and will probably ” burn out” because they are not fully engaged and interested in the task at hand.

A Final Tip

One of the best things I ever did for my personal training was getting certified in Pilates.  And since I turned 50 this year (oh my!) I decided to start taking a lot of yoga.  In both of these “mind-body” disciplines, the instructors are constantly cuing the entire session.  Now, if you’re not about to spend $3-$7K getting a credible certification in one of these disciplines, I simply recommend that you go take a couple of Pilates or yoga classes.  Going in with open ears and really soak up the beautiful adverbs and colorful ways in which they verbally cue will be a great inspiration for you, your cuing and your mind.

As professionals, we can always improve our training skills and the experience we create for our clients.  So add some mindfulness to your sessions and enjoy the powerful benefits for you and your clients!

About JayDee

JayDee Cutting III, MBAJayDee Cutting III, MBA is an Educator for the American Council On Exercise and holds 12 fitness certifications including Pilates, yoga, personal training, lifestyle and weight management.  JayDee is a Total Gym master trainer and spokesmodel since 2004.  He lectures and teaches wellness at Rancho La Puerta Fitness Spa and is featured in over 10 fitness DVDs and over 40 fitness television programs.  He developed his own Coregolf Fitness Program and founded the NiceDogYoga Company. His mission statement is: “My passion is inspiring people to enhance their lives through wellness, creating healthier, happier, higher qualities of life.”

Mar
6

Using Total Gym for Spinal Stabilization #2

Spinal Stabilization on Total Gym PartII

Watch the video

How to Develop a Spinal Stabilization Program, Part 2:  Variations

With an appreciation of how intent can change the emphasis of an exercise, as well as an array of spinal stability exercises on the Total Gym GTS, let’s look at the previous exercises in Part 1 and how we can tweak them with strength and mobility. Strength adjustments may be increasing the intensity to muscle building or decreasing to fine-tune precision and control. Mobility may encourage greater range of motion, as well as exercises that inherently encourage more of a stretch, like a Pullover.

Side Lying

Single Leg Squat

The intent of the exercise is to progress neutral to anterior pelvic tilting during a squat. This movement may also prep the body for lunging.

> The foot, knee and hip are aligned. Note there is a compensatory tendency to place the foot too high on the squat stand.

> Observe the thoracic and cervical spinal alignment. A common compensation is sinking into the glideboard and flexing forward at the upper thoracic and cervical spine.

> The bottom leg can self spot, move forward or backward depending on pelvic positioning and client’s comfort level.

> For safety, ensure the pelvis is a hands distance away from the side edge of the glideboard.

Lateral Trunk Flexion

The intent of the exercise focus on the frontal plane movement of  lateral flexion. Although this is a unilateral planar movement, it is harder the trunk lateral flexion with rotation.

> The legs may be scissored, stacked or the bottom leg hooked over the top leg in a figure 4 position. The latter being more challenging as it is anchoring the hip.

> To modify, the top and/or bottom arm may assist. To progress, the arms may be crossed at the chest, or one to both arms reaching overhead.

> Observe the pelvic alignment. The tendency is to rotate backward.

> For safety, ensure the pelvis is a hands distance away from the side edge of the glideboard.

Quadruped

Alternating arm and leg extension

> The intent of the exercise is to challenge spinal stability while moving both upper and lower extremities. The exercise inherently strengthens both the anterior and posterior fascial slings.

> Observe the stationary arm and leg’s alignment. Avoid hyper-extending the elbow and pushing the hip out to the side. Cue to pull the heel of the hand and the inner knee toward one another to increase anterior fascial sling activation and improve alignment.

> Ensure the shoulders are sliding away from the ears and the pelvis is parallel to glideboard. Note that changing the height of the glideboard may or may not make the exercise easier for a client. If bringing the board to parallel, the pulley and incline height may have to be adjusted.

The chart below are the exercises in Part 1, as well as the addition of side lying squat, lateral trunk flexion and quadruped alternating arm and leg.

Capture

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About the Author

Elizabeth Leeds, DPTElizabeth Leeds, DPT, owner of Seaside Fitness and Wellness, combines her background in physical therapy, personal training and Pilates in her practice and teaching. As a pelvic floor physical therapist working at Comprehensive Therapy Services in San Diego, her passion for pregnancy and postpartum is seen in her mission to empower women with knowledge and understanding of their physical changes, and how to address them to prevent future issues. Additionally, Elizabeth is a Master Trainer and developer for Total Gym’s GRAVITY education.

Mar
2

Member Retention Strategies To Grow Your Gym

Keep Your Members – 3 Tips That Really Work

1936304If you’re like most business owners, then you’re always on the lookout for ways to grow your business, lower overhead, boost productivity, acquire more clients and increase revenue.

That is what building a business is all about!

As fitness professionals looking to make more money, I think that the natural mindset is to acquire more clients and more members at our facilities or in our group training programs.

But is it really?

Consider that our biggest assets may be right under our noses and we need look no further than our current clientele to help our business grow.

You have happy clients already working out with you, why not focus your marketing plan on them, versus spending lots of money on new and untested methods to try to attract a new ones?  The old adage in business is that, “it is easier and more affordable to keep a customer than it is to find a new one,” couldn’t be more true. If you keep a client happy with great results, not only will THEY reward you with years of loyalty (and income), THEY will also reward you with countless referrals.  And that, my friends, is the dichotomy that many business owners just don’t get!  It is amazing how overlooked that concept is to a lot of fitness professionals but it happens every day.

1934375Not to you though!  You will be ahead of the curve after reading this blog. And here is how you do it …

Create Relationships

It is extremely important to foster relationships with your Clients and even your staff.   For example, from day one in a “Customer Service 101”  we tend to focus on making a new client as comfortable as possible.   We extend this “service” for the first few times they visit the facility. We introduce them to a few people but then extra effort wears off.  What we need to do is introduce them to everyone they may come in contact with and everyone that makes our business successful.  That is not only staff and other clients but volunteers, interns, community partners and even your mascot, if you have one.  Let them know that they are apart of something SPECIAL and they’ll soon see that they don’t get this anywhere else.

And you don’t stop there…

You need to focus on finding what makes this person tick, what do they do for a living, who they are married to, what’s their pet’s name, when is their birthday, etc. It truly is almost like dating where you are acquiring a lot of information about this person (particularly in the beginning). This attention makes the person feel special by remembering and recognizing the exact things that actually does make them special. Then, once you learn these things, you can customize your invitations to them for events or outings that you think that they may enjoy, with other like-minded individuals because they love to be part of the team.

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Referral Initiative

We all know by now that word of mouth is the best marketing and truth be told, most clients who love you and your services will naturally already be talking about you to their network of people. However, you could always incentivize them via a competition with other clients for free personal or group training sessions, gift certificates to local restaurants, or even offering a nominal amount of money per referral to get the referrals coming in. Like I said above, clients will want to talk about you anyways, but will do so even more when you go the extra mile of sweetening the pot for them.

Provide An Unique Experience

Nowadays, there are no shortages of Gyms, Studios, Personal Trainers, Coaches, and Group Fitness Programs in our communities. So with that said, how are YOU going to stand out among locals as an authority and credible source? How are you going to happily get clients to stay with you for years and years moving forward? I’ll tell you how, you need to consistently provide an unique experience to your clientele from the moment they walk into the door, until the moment that they leave, and every day in between until you see them again for their next session. Remember that you’re competing with a lot of fitness options in your town, so you need to make your gym standout to create loyalty.

Treat your clients right!  Show empathy, show sympathy, challenge them in every workout, be sincere, show them that you care, and provide over-the-top-customer service. Create several touch points to impact their lives such as phone calls, texts, emails, social media connections, and even a monthly newsletter.

Be constant in their lives and become a part of their daily awareness.

About the Author

Mike Z. RobinsonMike Z. Robinson is the owner of the highly successful personal training facility, MZR Fitness as well as Mike Z. Robinson Enterprises which features & highlights a myriad of options to help fitness professionals grow their businesses and careers. Mike was the 2015 IDEA Personal Trainer of the Year, is the author of the E-Book: “Fitness Up, Everything Up”, and he is also a Media Spokesperson for both the American Council on Exercise & IDEA Health & Fitness Association.

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