Building a Personal Training Business
A personal training business shares similar traits to other companies, but is often over, or under complicated by ‘mentors’ and ‘business specialists.’
In this article my main aim is to give you a clear set of guidelines to work with, that will help you produce an action plan for your Personal Training business.
Our business has some unique challenges,
– Our product is invisible
– Our income is limited to the hours we can work
– Our price can be restricted by our surroundings
Additional problems to this, include the fact that most Personal Trainers entered the industry to be useful to people. Instead, they find themselves in hard selling situations.
To tackle the problems of business, then what is required is a logical breakdown of what we need to know –
1 – What is our economic engine? (taken from Collins Good to Great)
2 – How are we going to measure our success?
3 – How are we going to plan to get the right people to find us?
4 – How will we get them over the line as clients?
5 – How will we keep our clients?
5 – Where will we take our business once it is full and we are successful?
If you have decided to read this article, then I am almost certain that your first aim is to get more clients. Increasing your sales numbers is best done by finding a quick win solution to marketing and selling. In the video linked, I show how to do this in a health club. Selling Personal Training in a Health Club
However, a short-term fix is just that which means we need to find something a little more permanent. Here are my recommendations, which in future articles I will be work through in more depth.
1 – Look for gaps in the system – Marketing – Enquiries – Conversion to Free Session – Conversion to permanent client – retention of client
Each stage of this client experience cycle needs a close look, ask questions such as the following –
– How many people find me?
– Where do they find me?
– Is my message consistent?
– How many people inquire from each source?
– Which source provides the most clients?
– Which source has the best conversion to clients?
– How easy is it for them to pay me?
– Do my prices reflect my end goal for income?
– What barriers do I know of that prevent people signing up?
2 – Assess the cost of fixing a gap in the system. Sometimes it is too difficult to fix a gap in the system, and so then it is easier to work harder in other areas. For example for the number of people you see, it may not be beneficial to allow people to pay per session using a credit card.
3 – Fix what you can, and work hard in areas that you see bring the best results.
4 – Take a time in motion study of your day, and split each hour into the following –
– Urgent task Unavoidable
– Urgent task Avoidable
– Non-urgent Required Task
– Non-urgent Avoidable Task
Remember rest and downtime are important, until it becomes excessive. Also look at the tasks that you are completing and evaluate them to ensure you are getting the best use of your time.
If you follow the four steps, then you may have to start looking for ways to fill gaps and get more focused. Keep an eye on these pages, or get yourself on one of our Mentorship courses, so that we can share with you the ideas that will make you a stand out Personal Trainer.