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7 Tips to Sell More Personal Training Sessions

Before reading on, take a look at these statements and see if you have said any of them

“I hate selling. I'm not a sales person, I'm a personal trainer”
” I give good workouts and that should sell itself”
” If these people just knew what I can give them, then they’d definitely want to buy from me”
“I don’t have time to sell.”
“It feels awkward trying selling personal training to someone. I don't like the feeing of failure every time someone turns me down.”

If you have, keep reading-- you’re in the right place.

As a Mentor to fitness business owners, and as a Gym Owner myself, I have heard the above statements over and over again. I've found that no matter what the facility is or where they are located, personal trainers tend to be unhappy when they get the ‘salesman’ tag. But the question remains -- how do you sell personal training without being a pushy sales person?

Here's my take on it...

1) Get their expectations straight
Perhaps the first time you meet a potential client is because you offered some type of free session or consultation. this seems to be the most popular thing now to get people through the gym doors. And while it’s perfectly okay, the difficulty now for most personal trainers  is how to steer the conversation towards purchasing a membership ro personal training sessions.

We’ve all been there when the client looks confused thinking they’re getting their free workout then going home straight after. The easiest way to avoid this is to simply tell your prospects what to expect even before they come in for that free session. As you set up the consultation time (either on the phone or in person) give your potential client a summary of what will happen during your meeting and how you will also be presenting them with membership options during the session.

Don't beat around the bush because you’re afraid of loosing a potential client. This is exactly what you need to be doing. Telling them beforehand helps you weed out the tire kickers and only target people who are genuinely interested in possibly training with you .

OK Laura, I'll see you tomorrow at 4.00pm for your fitness assessment. I’ll be asking you some questions about your health and exercise history and take your measurements. After that, we'll go through a sample workout, and at the end I’m going to show you the personal training packages we have so you know what we have to offer. I'll answer any questions you have for me then. Sound good? Great, see you tomorrow at 4.00pm”.

2) Ask the important questions
You must know the reasons why your customers need to buy into this, and the easiest way to do that is to ask! Here’s a list of questions you can use to get the conversation going and uncover your prospects true buying reasons.

“What made you decide to come in for a training session with me today?”
“What’s your experience with working with a personal trainer in the past ?”
“What happened to make you stop going?”
“What made you put off personal training until now?”
“What’s your number one fitness goal?”
“Why is achieving that important to you?”
“How long have you wanted to get this done?”
“What have you tried in the past to help you with that?”

3) Nip objections in the bud.
Objections are the part that most personal trainers get caught up in the most so naturally, this has become the number one question I get asked all the time.

If you’re waiting to ‘overcome the objection’ at the end of your presentation with a slick one-liner (or worse, a 12 step process) then you’re too late. Selling personal training and overcoming objections to a sale all boils down to, again, asking the right questions early on in the process. Without even realizing it, you’ll have the answer to any potential objections later.

Let’s have a look at an example objection and the questions you can ask beforehand to quash them. Remember, ask these questions way before you do your price presentation - ask after you get the objection and you lose your impact;

  • The Spouse Objection
    “Who will be your biggest supporter during your fitness journey?”
    “How long has he/she known that you’ve wanted to (insert goal)?”
    “What do you think they’ll say when you tell them you met with me today?”
  • The I-need-to-think-about-it Objection
    “How long have you been considering (having a PT/starting to workout/joining a gym) for?”
    “How long have you had this goal?”
  • The Money Objection
    “What have you tried in the past to help you with (insert goal)?”

4) Sell the benefits, not the features
People don’t buy from logic, they buy from emotion. This is why it's absolutely important to get to know your clients goals from an emotional standpoint during the Q&A part of your consultation. To avoid feeling and looking too salesy, don’t talk benefits during the consultation part, do it afterwards when you’re showing them a workout or even during the gym tour. Let’s have a look at the differences when selling personal training:

  • Feature: Train with a personal trainer three times a week.
    Benefit: Develop the discipline to help make sure you don’t fall off the wagon (again).
  • Feature: Learn the correct form and technique.
    Benefit: Reduce the risk of injury
  • Feature: Loose weight.
    Benefit: Keep up with kids.

5) Present prices based on what they told you
The golden rule when it comes to presenting prices for your personal training options is to make sure you’re never presenting more than three options. Any more than that leads to choice paralysis and your client genuinely needing to think about it. Presenting just up to three options creates a clear comparison, which gives consumers value perception.

For example if you tell a client it’s $60 an hour to train with you and they’ve nothing to compare it to, it’s unlikely they’ll see the value. However, compare $40 an hour for basic workouts, $60 for elite workouts and $90 an hour for premium workouts, that $60 doesn’t seem so bad now.

Make your sales presentation feel less ‘salesy’ by recommending a package based on the information  they told you and using their words, versus your opinion on what they should buy. Remember, providing a solution to their problem is so much easier then selling a service.

And don’t forget, you’re the professional here! Although it may not always feel like it, people want help in making their decision from a professional that knows what they’re talking about (that’s you!).

Try this;
Laura, based on what you told me earlier I have three packages that would suit your needs-basic, standard and premium. To get you to your goal of loosing 50lbs by your wedding in December, I would recommend the standard package. However, the choice is yours. Which one of those options would work best for you?

6) Satisfaction guaranteed!
Hopefully, at this point, your new client has her credit card in hand and is ready to start training with you. But like you, I’ve been around the block enough times to know that it can take more than a great Q&A session and a seamless price presentation to get your next paying client.

The number one reason why people don’t buy is because of fear. Fear that they might:
a) get in trouble with someone else (spouse objection),
b) find it cheaper somewhere else (I need to think about it/money/I want to shop around objection), and/or
c) find that it won’t work (money/commitment objection).

You can eliminate ALL of these fears with a guarantee.

After working with hundreds of fitness business and personal trainers, their first reaction is they don't want to tell clients about the gym's refund policy because they're worried every single client will attend for a bit then claim a refund. I promise, for every person gets a refund, you’ll have at least five others who signed up with you that otherwise wouldn’t have -- simply because of the comfort of knowing there’s a guarantee.

Try this on for size next time:

Laura, I completely understand that you’d like to speak with your husband before making a decision. So I’m glad to let you know about our comfort guarantee. If you go ahead and purchase these sessions today, if for whatever reason you change your mind within the first three sessions, you’ll get 100% of your money back! So not only do you get a chance to try it out and see if it’s for you, if your husband still isn’t on board I’d be happy to give you a full refund”.

7) It doesn't hurt to ask and ask again.
Think about this -- 44% of people give up after the first no, but yet 80% of prospects say no four times before they say yes.

Nobody likes going down the rabbit hole of desperation when a client says ‘no’, but it is important not to give up after the first objection. Go back to what you talked about earlier and remind them of what they told you--not what you think is best for them.

“Laura, when we spoke earlier, you said you’d already been thinking about this for a year. Let’s not wait any longer to get you to your 20lb weight loss!”
“Laura, when we spoke earlier you said your husband would be your biggest support in all this and that you’ve already been talking to him about this for a long time. Let’s get you started!”
“Laura, when we spoke earlier you said that you’ve been trying to loose this 20lbs on your own for more than six months. Let me help you get there!”

The number one reason personal trainers tell me they don’t follow up with clients who've already said no is because they don’t want to be that annoying person from the gym who’s “just checking in to see if you’ve changed your mind”. Avoid this by coming up with a follow up plan and getting permission to stay in touch.

“Laura, how much time do you need to think about before you make a decision?”
“When will you get a chance to talk to your husband about this?”
“When will you be finished shopping around?”

Then solidify a follow up time, either in person or on the phone.

“Let’s set up a time to follow up so you can let me know what you decide. You said you’ll be speaking to your husband tonight so lets arrange to meet back up here tomorrow at noon, or I can call you if that is more convenient, how does that sound?”

And most importantly- follow up when you say you’re going to follow up!

Follow the above steps to make the process of selling personal training a whole lot easier and getting back to doing what you love most-training people!

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

When you feel overwhelmed as a Business Owner

As a gym owner myself, I know there are days and even months sometimes when you get frustrated and it’s easy to feel like all your effort and hard work isn’t getting you anywhere.

To make things worse, as a small business owner with staff and working in customer service, we also get member complaints and negative feedback which adds to the stress.

The reality is, it’s not easy. 

We need to work hard and consistently look for education and strategies that allow us to be smarter and more effective when ‘Marketing’ our service, ‘Selling’ our product and managing our ‘Teams’. The key is to just stick at it when everyone else quits and the secret to sticking it out, is remaining positive and above all protecting your head space 

Below are 8 practical strategies I use to handle stress and cope with overwhelm. 

The Richard Branson method 

This strategy is a head space. Richard Branson suggests to treat set-backs as a challenge and make it a game. Rather than feeling stressed or making it a negative energy, he sees challenges as roadblocks that would have stopped his competition and welcomes them as opportunities for his brands to get in front.

Meditation or Breathing

When you feel over whelmed. STOP. Take 10 deep breathes, super saturate your cells with oxygen and sit for 3 minutes without moving. Visualise your day and getting 3 important tasks done. What goes first, what goes next. This process sounds too simple to be effective, but more and more successful entrepreneurs practice daily breathing rituals.  

Chunking

Break each project task in smaller chunks and allocate time in your diary to get it done. Chunking allows you to feel progress and use 1-hour blocks of time on the top 3 most important tasks each day.

Be Proactive  

Planning key tasks like ‘lead generation’ and ‘recruitment’ before each quarter allows you to be strategic and calm to execute, rather than posting random Facebook ads last minute that rarely work or hiring when you are desperate.

Be the Rock

Showing a steady hand at the helm makes the team steady too and demonstrates how to behave. If you don't feel steady, you need to Fake it at first. 

Don’t worry about what u can’t control

Accept that staff will turnover and sometimes let u down, except that members will move out of area and competing gyms will open across the road, BUT stay positive and focus your energy on what YOU can influence.

Choose the company you keep

Surround yourself with a great network of other hard working and innovative business owners. This allows you to keep things in perspective and problem solve daily challenges as they arise.

Create 1 line of defense

This is between you, your staff and your members. i.e. Positioning a senior trainer or manager to handle member complaints, billing issues and staff questions will help you focus on the ‘big picture’ business metrics like lead generation, sales conversion, retention and recruitment and ultimately help provide longevity in the industry.

Please leave a comment below and share which one of these tips you find most useful.

Thanks in advance!

 

Steve 

Ps: Need a bit more Clarity or Support to help grow your fitness business?

Book a 10minute phone chat  HERE

5 Ways to Grow Your Instagram Followers Fast

The Instagram game has changed and its harder to get followers in this platform. Are you wondering how to get more Insta followers for your gym? Don’t worry, its not just you who is seeing less and less audience reach, everyone is.

If you want to get your fair share of Instagram followers, you need to create a fresh perspective and strategy. Here are 5 tips to help you conquer the constant change in the Instagram algorithm and get your gym more Insta followers:

1. Complete your Instagram profile and invest on its aesthetics
Pay attention to what your Instagram feed looks like. Your Instagram business profile is your first opportunity to make a great impression and entice your target audience to hit the “follow” button.

Imagine going through different photos in your explore feed when you browse using your favorite hashtag. Once you see something interesting, you move over to their feed and you wonder what they do? But if they see just a bunch of emojis in your bio, and the feed is all over the place, would you follow that person? Probably not.

How do we change this? Make sure to create a consistent brand story throughout your profile and you will turn your casual visitors into engaged followers. Your profile is a reflection of your brand and if you do it right, it will not be hard to convert.

Take note as well that your Instagram profile is now becoming your new homepage since more and more people are using Instagram instead of other platforms such as Facebook or Google. This means that you have to put in more effort into the visuals you put out for your gym in Instagram.

To create a great first impression, remember:

  • Your Insta feed should be consistent and followers should know exactly what to expect when they follow you.
  • Use Instagram Stories Highlights to introduce your brand and treat it like a movie trailer for your gym product or service. Use this to put your best content out there!
  • Have an eye-catching bio, focus on your target customer and highlight how your Instagram profile can help them.
  • If you want to go a step further, create an ABOUT section in your highlights and introduce yourself. This will allow followers to get to know you and your business better and know what to expect from your feed.

2. Get more exposure by using your Instagram Stories
You may not know this, but Instagram stories appear in the explore feed which means that people who are not following your feed also get a chance to see your posts, and if they like what they see, they might just follow you!

To make your story appear as a public Instagram story, make sure to add a relevant hashtag and add your location. Its easy, just click the hashtag and location sticker and add it in!

3. Get more followers by using the right hashtags for your posts
Think of hashtags as categories and classify your products accordingly. Also, choose hashtags with a purpose. Come up with hashtags for the purpose of your account, your target market, and your location. Then, you can also add specific hashtags like your gym name, or something unique only to you.

4. Get your gym featured outside Instagram
Spend time to promote your Instagram account in other platforms. When people see your brand online, they usually would look you up on Instagram even before they search for you in Google. Getting your business featured in someone else’s blog or podcast, for example, are awesome ways to get more followers. Always take advantage of this opportunity to plug your Instagram account and offer your link.

When you have a regular newsletter that goes out to your target audience, find creative ways to start linking your Instagram account.

5. Boost to a new audience
Although Insta ads are not as popular as Facebook ads, its not a bad idea to invest in boosting your Instagram posts by running your own ad campaign. Boosting a post in Instagram is not as difficult as putting out a Facebook ad and setting up a business manager. All you need to do is go into your post and click on PROMOTE. Instagram will pull in a similar audience to those who follow you and share that post to them and will appear as a “sponsored” post with a call-to-action button

The Instagram algorithm continues to make an impact and its important to be more and more strategic in order to get more followers. Hopefully, these tricks can help your gym stay ahead of the competition

Need help generating MORE QUALITY LEADS for your fitness studio - Click HERE

 

ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

How to Improve Sales for Your Gym

For many fitness studios, increasing sales consistently throughout the year can be a challenge, but with a little planning, the right tools, and an ongoing engagement strategy, this sales inconsistency can be lessened.

Here are my top tips for increasing gym membership sales throughout the year:

1) Keep track of member reviews

Thanks to the internet, most prospects now read online reviews, and this may have a huge impact in increasing your gym membership sales. Online reviews for your gym inform prospective members about your gym’s services, staff, facilities, and culture when they’re searching for a new gym to join.

Reviews help build trust, and increase your search engine optimisation (SEO) ranking. SEO is how search engines ranks your website among all other listings. Google Reviews specifically, can get you ahead of your competitors because gyms with more Google reviews will rank higher in search results than those without.  

If you are don’t have enough reviews, an incentive program is a great way to encourage your members to leave positive online reviews. Freebies like smoothies, protein bars, or free classes will motivate members to leave positive reviews and create a positive outlook for prospective members during their research process.

 

2) Everyone loves a healthy competition

Offer individual and group challenges to your members to motivate them to reach their goals. At the same time, this is a great advertising opportunity to reach prospective members.

What kind of challenges can you create for your members?

Try the Miles Challenge that tracks the most miles traveled by a member during a set time frame. Have them log their minutes/hours spent on cardio equipment like treadmills or ellipticals and, at the end of the period, the member with the most miles tracked wins a prize such as a free month of classes, personal training sessions, or gym branded workout gear.

The always popular Weight loss challenge is a fun and motivating way to get your members engaged and working towards a goal. Choose a timeframe, have your members weigh in on Day One, and track their progress on a large whiteboard in your gym with names and the % of weight they each member has lost. This will motivate members when they see their progress compared other members’ progress.

Encourage your members to post their workouts and progress on social media and check in at your gym throughout the challenges. This is a great way to hold them accountable and generate free advertising for your facility.  

 

3) Prep Your Sales Team

Make sure your sales team knows what your overall objective is for the year and arm them with the tools they need to bring in the most members. Tips to increase gym membership sales:

  • Host in-club events - celebrate members appreciation day and allow members to bring a guest to allow your sales team to communicate with prospects
  • Partner with local businesses - have local businesses in your area hand out free guest passes to your event
  • Offer a membership referral program - if a member refers a friend they’ll get a free smoothie or personal training session
  • Attend community events/tradeshows - allow your sales team to attend a health fair or fitness convention to prospect

 

4) Communicate and Automate

Communication is key when it comes to following up with prospects. Make absolutely sure that your front desk staff and/or sales team are getting the proper information like  names, phone numbers, and email addresses so they can follow up with prospects. For marketing purposes it’s also great to ask how they heard about your gym. When following up with a prospect you’ll want to offer an action item, such as a free personal assessment, a tour of your gym or a free week pass.

 

5) Implement Gym Membership Software

By implementing a gym management software solution, you can easily add, track, convert and engage with prospects. You can track your gym’s data through easy-to-use graphs, charts and reports on a simple dashboard, plus cut down on the amount of time and work and employee has to put in with automated reporting and dashboards.

 

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

 

RESEARCH CONFIRMS ‘CUSTOMER EXPERIENCE’ SETS WINNING BRANDS APART

In all saturated industries like cafes. hairdressers, real estate and FITNESS, it’s exciting for me to read when a new consumer study confirm that 55% of people are still willing to pay for a product or service with a guaranteed good experience and that world’s BEST BRANDS now consider the ‘customer experience’ now more important than ever to beat the competition.

Here are the best customer service strategies to help you stand out


Be first in line to welcome & MEMORISE names


When a potential member comes in to check out your fitness studio for the first time, it is a must that you give them exceptional service. Smile, show them around, pay a genuine interest in what they need and make an effort to learn their name. If they do buy in, make sure you continue to give them that same level of attention each time they come into the gym for a workout. After class, check in with them again. See how their workout was, ask how they feel after the session, and make them feel like a rockstar.


These may seem like little things, but they make your gym stand out because it builds a more personal relationship and makes your members feel important. And, ultimately, you want walk in leads to buy a membership.


Make a birthday calendar

While your members are already having a great experience at your gym, go the extra mile by making their birthdays extra special. Some ideas to give them an awesome experience they won’t forget:

  • Give them a birthday card signed by all staff members with a personal message wishing them a happy birthday.

  • Put on your best “Happy Birthday” concert for them at the end of class, and invite everyone in the class to sing along or record a 20 second personalised video message if they are not at the gym so they so they can show their friends and family.

  • Surprise them with a special treat, like blowing out a candle on a cheat day cupcake

  • Give them a free pass to attend a special class or to bring in a friend on their next workout. They’ll appreciate that you remembered and took the time to celebrate them.


Encourage Feedback and learn from it

Whenever you get a great review OR any other type of criticism from your audience, be open to their suggestions. Any kind of feedback is valuable. View it as a chance to make your gym even better.


If you get a negative review that is constructive feedback, share it with your staff and brainstorm ways to get better as a business. On the flip side, openly share the positive reviews, so the team feel appreciated for the great job they’re doing.


Respond to online Reviews


Remember, online reviews can make or break a business. 


When you address complaints, it is a good way of showing that you are responsive to what people are saying about you and your gym . If you don’t respond, people will think that you don’t take their opinions seriously. Remember, when someone leaves an online review, anyone who looks you up can see it, so make sure that you respond quickly and politely, and not just for negative reviews. When someone leaves a positive comment, thank them and make sure to let them know that you appreciate them taking the time to leave a review.


Offer Rewards


Setting up a reward system is  a great way to show your members how much you appreciate and care about them. Here are a few ways to do it:

 

  • Set up a referral program. When a paying member refers someone and that person signs up for a membership, offer both of them a reward like a free t-shirt or a discount for one month.

  • Reward bulk purchases with free training passes. For example, offer 1 free personal training session for every 10 sessions that they purchase. This will motivate people to continue to buy more training sessions.

  • Offer a 10% discount on branded merchandise if they spend more than $50 or a $5 gift card off their next purchase. This will incentivise people to purchase again soon.

 

Keep your Staff on their Toes

 

Your trainers and staff play a crucial role in the overall gym experience that your members have when they come to your studio.


If one of your trainers is unfriendly, doesn’t teach great classes, or doesn’t have good customer service skills, members are going to think negatively not just about the instructor, but about your entire studio. That is why it’s super important that all of your staff members are trained and know how to provide exceptional service. In fact, your staff must be involved in all of the other points listed in this here. So when you initially hire a new instructor, include customer service as part of their training. It also helps to discuss ‘customer service’ in team meetings and performance reviews on a regular basis to make sure that you are all on the same page.

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

What are people looking for in a Fitness Studio

As a gym owner, you know how important it is to get new members each month. But what you may not know is what your potential members are  looking for  for when they come and visit your studio for the first time.

But the stats do. Here are 8 statistics that tell you what people actually want in a fitness studio:

1. 95% OF FITNESS STUDIO MEMBERS COME BACK BECAUSE OF THEIR  INSTRUCTORS

It's important to get the right people in your team, especially if they're going to be representing your brand in an important position like a group fitness instructor. Good instructors must not only give good classes … they set the tone for your members’ entire gym experience. As the frontliners, they should be able to motivate your members  and get them to work harder for their fitness goals so they keep returning to class week after week.

When interviewing, here are some things to keep in mind:

  1. Set expectations right away. Let them know what’s expected of them by going over what your gym culture is, the expected hours, your level of customer service, etc. need to Knowing these things early in will likely help them succeed at your location.
  2. Get down and dirty. Ask the hard questions -- when’s a time they missed a deadline or got fired? Why did it happen? Did they learn anything from it?
  3. Administer a personality test. This gives you more insight into their how they are going to be in the workplace, if they fit in with the rest of the team, how their work ethic is, and even how they prefer to be led and talked with.

2. 50% OF MEMBERS STAY AT THEIR CURRENT GYM BECAUSE IT WAS CONVENIENT TO GET TO.

Convenience is a big factor that determines whether or not people will return to your gym after their first visit. Remember, your members want something that fits easily into their routine.

Here are some ways you can make your studio more convenient:

  • Offer more class times, and make sure you are covering the hours when people are getting off work, early in the morning, or maybe catching a quick workout during lunch hour.
  • Offer child care or “mommy and me” classes
  • Incorporate a snack or smoothie bar your members can visit after workouts
  • Use a reliable scheduling software so that members can book classes from their smartphones

3. 46% OF FORMER MEMBERS CANCEL BECAUSE OF EXPENSES.

Let’s pause here for a minute.

Pricing is a tricky subject for a lot of fitness studios. When your members say the “membership is too expensive, they really mean they are not getting enough value from it.

Take a look at everything your gym has to offer. Do your members typically leave right after a workout, or do they hang around for a bit after class and chat? Do your instructors take the time to engage with each one of their students, or are they leaving some of them out? What is your gym culture? Does it match what you think it should be?

4. 60% OF MEMBERS WITH LAPSED MEMBERSHIPS WOULD CONSIDER REJOINING.

According to a Nielsen survey from 2013, 60% of fitness studio members who let their memberships lapse would consider rejoining. So your lapsed or canceled members provide a huge opportunity for growing your membership.

A simple way to stay on their radar is to add that member’s email address to a mailing list specifically for canceled members. Send this newsletter out less frequently than your main one, like once every other month or quarterly, and make sure you include:

  • Offers or promotions that you are running
  • Gym Highlights since the last newsletter
  • Sneak peeks at upcoming events or challenges
  • Features about your top performing members (challenge winners, most visits, etc.)

And if you offer an incentive for previous members interested in rejoining, this is the perfect place to mention it.

5. MORE THAN 40% OF FITNESS STUDIOS NOW OFFER GROUP FITNESS CLASSES LIKE YOGA, BARRE, OR KICKBOXING.

Currently, 36% of all people who go to gyms do some type of fitness class, and that number just keeps growing! Capitalise on that by offering group classes! If your fitness studio falls into this 40%, then you’re already on the right track. But simply offering group fitness classes isn’t enough … find a way to stand out from the crowd. Here are a few suggestions:

  • Build an awesome playlist
  • Increase the competition (and turn class into a game) with heart rate monitors
  • Survey your paying members and ask what other classes they’d like incorporated into your studio
  • Offer amenities that provide an experience, like cool lavender towels after yoga, a snack bar after TRX or bootcamp, and so on

6. APPROXIMATELY 44% OF GYM-GOERS EXERCISE WITH AT LEAST 1 OTHER PERSON.

Having a gym buddy doesn’t just keep your members motivated during their workout, but it may even bring them back to your studio for longer. According to a 2011 study, couples who worked out together had a 6.3% dropout rate over the course of a year, compared to a whopping 43% dropout rate among couples who worked out separately.

This opens up an awesome opportunity for a membership referral program that includes incentives for both the current member and the lead they refer. This also makes your job of recruiting new members that much easier.

7. WOMEN MAKE UP 52% OF FITNESS CLUB MEMBERS AND 62% (OR MORE) OF GROUP FITNESS PARTICIPANTS.

It’s super important to know who your studio’s audience is. Studies show that fitness members are overwhelmingly women, especially when it comes to group fitness. Women are also more likely to purchase offers from Facebook, which comes in handy when you start advertising online.

So be sure that your brand appeals to your biggest audience. This means that your advertising imagery and wording must be geared toward the kind of members you want to attract.

8. 81% OF MILLENNIALS EXERCISE (OR WOULD LIKE TO), COMPARED TO 61% OF BABY BOOMERS.

If you struggle to attract enough members, you might not be in front of the right demographic. Studies show that millennials, or those aged 18-34, have a stronger desire to work out than people between 51 and 69.

 

So now that you’ve seen the numbers, and a better idea of what people want in a fitness studio. Let me know which you plan to incorporate and what else has worked for you!

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

How to Make Your Weight Loss Challenge Watertight

The members of your gyms are there for the same reasons. Fitness goals.

People join your fitness business because they want to feel better and stronger, or to start living healthier lives.  To them, your studio or gym’s services translate to a unique and personal connection that allows them the opportunity to get what they need.

So if a strong connection with your customers is the key, then a proven weight loss challenge is a good strategy to use for this.

As winter approaches, many gyms will be running weight loss challenges, and this is a good avenue to provide a community program that puts your members and participants on a fitness mission together.

The length of the weight loss challenge can vary, but the majority of gyms have been successful with challenges that last between 4 to 10 weeks. Once your customers sign up, it’s your job, not only to engage them as they begin their journey to change their lifestyle, but also to celebrate with them after each win and to support them when they realize how great it feels to achieve a goal they set.

To help you organise and launch your very own challenge here 4 steps that may help you:

STEP 1: GET THE BASICS DOWN

To build a challenge, you need 4 things:

  1. The number of customers you want to include in your challenge. You can create demand for it by advertising only a limited space, but of cours let more jump in if they want to join.
  2. A point of connection with your customers where you can engage them. This can be done through technology so you all have a way to track goals, nutrition, exercise, and progress.
    • Free challenge apps like “Lose It” and “Diet Bet” that have been developed for this. They are great for groups of friends or peers, but doesn’t really provide value to your business.
    • Other technology, such as Evolution Nutrition’s professional and enterprise editions, is a more preferred app that enables you to connect with your members and provides you with insight into their progress. You can also use this to keep the challenge associated with your business, and the business resources can be used for weekly giveaways, promotions, and any social marketing.
  3. Guides and resources on healthy nutrition to add more value to your program. If you don’t already have these, you can share your own blueprint grocery list, top foods to boost your metabolism, and more.
  4. Rewards for winners: these can be directly related to your services, such as free sessions or passes, or even discounts for products/retail.

STEP 2: PROMOTE YOUR EVENT

Being able to bring attention to your challenge makes or breaks your weight loss challenge. Here are some suggestions:

  • Hang banners in the facility and around the community if possible.
  • Include promotions or announcements for the challenge in your e-mail newsletter or other email marketing resources you use.
  • Promote it on all of your social media platforms.
  • Reach out to current members directly at your facility. Remember, personal interaction is powerful.
  • Offer a referral program and include incentives for them.

STEP 3: LAUNCH YOUR  CHALLENGE

After you've you created and promoted your weight loss challenge, set the date and launch! These key factors will help make your challenge a success:

  • Monitor your clients’ results with a weekly check-in, and track their progress by creating visuals in your business, such as a Leader Board, that shows how everyone is doing. This increases the energy & encourages healthy competition among the challengers, and gets them excited to join future challenges.
  • Leverage the power of your social media channels by creating specialised groups through Facebook where you can post updates, weekly progress reports, mini weekly challenge winners, etc. You’ll find that they’ll appreciate when you celebrate their wins!

STEP 4: WATCH YOUR CUSTOMERS MULTIPLY

Once the challenge is complete, take note of how many people participated and use everything you learned from the challenge and make them a staple in your business.

  • Repeat the challenge at least 2 to 3 times a year to keep your customers engaged and motivated. With each challenge, you’ll learn changes you want to implement. The key is to create a better challenge as you go.
  • Once you do these challenges regularly, establish a constant connection with your community and contribute to the three R’s of success for your business: Retention, Referrals, and Revenue.

Have you ever done a weight loss challenge at your fitness business? If so, let us know what did and didn’t work!

 

 

#weightlosschallenge #gymhub


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

5 Instagram Hacks for Your Fitness Studio

Instagram is where you will find majority of your current members, potential clients, as well as business partners.  People are attracted to Instagram accounts that encourage and inspire them to live a healthy lifestyle, so today I want to share 5 Instagram hacks to take your gym’s Instagram experience to the next level

1. Hashtag resources

Studies show that posts with 11 hashtags received 80% interaction while those with just 10 received only 22%.  Use tools that will help you optimize your use of hashtags.  Websta will help show you the top 100 hashtags and will help your posts trend to get more exposure.

Post an image of your top members working out in your gym and tag it with #photooftheday.  This is the 3rd most popular hashtag and has been used about 450million times.

Another Instagram resource is Daily Hashtag article. You can use this as reference as to which hashtags are trending.

When posting before and after photos of your members, post this on Tuesdays and use the hashtag #TransformationTuesday.

Some popular hashtags that gyms use is #HealthyHumpDAy, #SelfieSunday, etc.

2. Instagram Stories

Since it started in August 2016, Instagram Stories gained 170 million daily users.  When using Instagram Stories, here are some important things to remember:

a) Keep track of who watches your Instagram Stories and engage with them.

People voluntarily watch your Insta Story and it doesn’t automatically play in their feed.  So monitor who are watching your story and reach out to people who repeatedly watch your content, they are interested in what you have to offer.  Message them through Insta and ask what they liked about your story.

b) Stay in front of your members and leads

Make sure to connect with your leads and clients on Instagram. Be up to date on their content if they use Instagram Stories. A lot of them actually include their workouts and lifestyle in their stories, so write messages on their story to stay in front of them.  Offer support and show appreciation. While watching their story, click on “Send message” in the bottom left to write them something.

c) Control who sees your Insta Story

If, for example, you want to create an Instagram story that features a free week offer for new clients only, you can hide your content from people that you don’t want to see that offer.

Go to your main profile > Click the 3 circle button in the top right > Choose Story Settings > Hide Story From.

d) Save your photos

Save the pictures in your Instagram Story before and after it’s published. If you want to save your photo before its live, click the “save” button in the bottom left hand corner. If you want to save it after, click the 3 buttons on the bottom right and choose whether to save the photo or share it through your feed.

3. Use other apps to enhance your post

Here are a few Instagram apps that are designed to enhance your photos on Insta and the way you post them.

Layout – This is a great app to help you make collages for both iOS and Android. Combine a few of your fitness studio’s favorite photos to make one unique picture.

Repost – This app saves you time when it comes to posting on your Instagram and increases the exposure of both your images and the person’s you share. So if you’re the owner of a gym, repost your fitness business’ posts so that your personal followers get exposed to your business’ account.

Boomerang – Boomerang creates GIFs, which are real-life 1 second videos. There are tons of ways fitness studios can use Boomerang:   to show a quick workout, result of food prep, to feature a member of the day, or to highlight your exercise equipment or product, etc.

4. The best times to post Instagram videos and photos

Monday and Tuesday at 8am and 5pm are proven to get the highest rates of engagement. For videos, post at 9pm if possible. This has been proven to get the best results.

TIP- don't forget to schedule posts for after-hours (5pm, 9pm) as there is a higher chance that your target audience will be able to look at their phone and engage on Instagram.

5. Location Tag

Adding a location tag to your posts makes a huge difference. Always add your facility’s location. Even if you post on your business’ page, add the location.

 

#instagram #instagramhacks #instagramforfitness


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

 

5 Essentials ingredients to a Successful Fitness Website

Attracting good quality visitors who engage with your website boils down to 3 points: Planning, Presentation, and Content. There is no such thing as a perfect formula for your website but following the tips below will point your online strategy in the right direction.

1. Target Audience

  • Identify your goal and target audience.
  • Research and find other examples you like to help you visualize a design.
  • Complete a 1-page customer avatar to Identify your target audience and design the entire site around that ideal customer. If you choose your color scheme, images and text with your target audience in mind, this will help make it a successful lead generator.
  • Identify how you want to express your studio’s purpose and messaging so that it appeals to the target audience through copywriting. Make a list of ‘keywords’ that they might search for on Google, and include them in your headings and messaging.

2. 7 Seconds to Impress

  • Fact: we have a short attention span of only 7 seconds so It’s crucial to capture website visitors’ attention instantly.
  • Within these 7 seconds, you need to make it clear WHO you are, WHAT you do, and who you do it FOR.
  • The best way to do this is to make your homepage crystal clear. Use a short, snappy headline and a video. Don’t be too outside the box or super quirky.
  • Ask an unbiased person to check out your website homepage and give them 7 seconds to determine what your business does. If they fail to do this within the 7 seconds, then need to make changes.

3. Opt in form

  • A call-to-action CTA is an image or text that prompts those who visit your website to take a certain action, it could be to sign up for a newsletter, click to move to another page, or to book a class.
  • Websites that only act like a business card with no CTA will get very few conversions.
  • Fact: 90% of those who visit a website are not ready to purchase when they first go to your page. In order to overcome this, offer them a low barrier, high value gift like a free trial or an eBook. You can then nurture them into becoming a paying customer by using your email funnels and retargeting ads.

4. Mobile Friendly

  • The majority of Australians now use smartphones and browse online more than they use computers or laptops and as technology evolves, your business should too.
  • Optimising your website for mobile use should be one of your priorities. Your website should be able to deliver content no matter what device someone uses

5. Social Proof

  • With so many gyms and fitness studios to choose from, most customers will now visit your website to check your credibility before they email, call or drop in. Telling people how good you are at something feels a bit false and salesy, however when visitors to your site read real testimonies, see real photos and learn about real success stories from people who live in the area they are far more likely to want to work with you.

 

Need a new website? Click here.

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

 

Craig Bellamy Lessons in Leadership

Craig Bellamy’s Melbourne Storm have played in six grand finals from the last eleven seasons and he boasts the highest win percentage of any rugby league coach, past or present. 5% higher better than legendary coaches Jack Gibson and Wayne Bennett.

Let's look at the leadership lessons that create their winning culture

Team culture

Culture is spoken about in the business world like some sort of esoteric ‘thing’ that very few can explain or demonstrate, but at the Melbourne Storm, culture is not intangible. It’s real. And it breeds champion players and a champion team.

The Storm’s culture is built on leadershiphonesty and humility. The head coach is established and the expectations of everyone (coaches and players) is incredibly high. This culture of ‘high standards’ elevates players to new levels. When the Storm's Cooper Cronk recently addressed his team mates at a lunch to celebrate his 300th game, he made the point: “this club allows you to be better than you are”.

Execute the basics well

Cameron Smith has spoken previously about the sometimes boring nature of the team’s repetitive training drills. Perfect practice makes perfect. Between the training paddock and the real game, there is no difference. A mistake is a mistake, no matter the arena. And Bellamy will pounce. Ball control and possession is a key part of that. Drop the ball at training and Storm players drop to the floor and perform push-ups. It’s a practice so drilled into each player that, once, a Melbourne player dropped a ball in a real game and immediately went to his knees to perform push-ups. This pursuit of perfect execution of the basics is one of the foundations of the Storm’s consistency.

In the 2016 season, the Storm had the highest completion rate in the competition

Create a leadership team

Cooper Cronk, Billy Slater and Cameron Smith are the 3 on-field generals leading, instructing, and demanding more of their team mates. They believe in the system and the game plan and giving them a leadership role allows them to role model and demand high standards. Each player knows their part, but they were not superstars when they arrived at the club. In fact, once upon a time, these Brisbane players were overlooked by Brisbane Broncos recruitment staff.

“Melbourne Storm is everything you want your football team to be. They take kids, develop and nurture them, and turn them into champions. They turn the team into a champion team, and the club into a champion club." - Phil Gould

Stay grounded

Craig Bellamy philosophy it’s old school. It’s a school of humility and staying grounded. He emphasises the need for good manners, in all kinds of interactions. With fans, with hotel, and flight staff.

A Melbourne Storm pre-season also typically includes hard labour as a sledgehammer reminder of the employment alternative for these young men, sometimes this means digging holes and Craig Bellamy himself rolls the sleeves up and does the sessions with the team.

#leadership #gymmanagement #highperformanceteam

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.