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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.

3 Lead Generation Strategies Your Gym Should Use Now

Without leads, your business won’t grow, its as simple as that.  There are 3 lead generation strategies that are guaranteed to get your gym more clients in the door, and if any of these 3 are not part of your marketing strategy yet, well, its time to shake things up and pay attention.

  1. Have a proven offer

Facebook and Instagram ads are one of the best platforms to use to get more leads, however, the one thing that stops these potential leads from signing up is a proven offer.  Also, if your ads don’t offer any incentives to click, then its virtually useless.

With fitness studios, the “one free week” offer is among one of the campaigns which generated the most leads.  This is because of 2 factors.  First, people love free things.  They would most likely buy from you if you offer one free deal.  And, second, you are giving them the option to check out your services without any commitment.  They don’t have to get into any contracts and they don’t have to pay up front for anything the first time, so they have nothing to lose.

  1. Paid Ads

Majority of clients of small fitness studios come from referrals.  This is good because it only means that your customers love your service and recommend it to people that they know.  However, not tapping into the opportunity of getting more clients through running paid ads means you are missing out on a huge chance to get more people to sign up.

Once you have a proven offer in place, running a paid ad is the perfect way to get your message in front of your target audience.  Both Facebook and Instagram offer a cost-effective platform to get your business our there.  You can use both videos and images and you can just do everything within your budget and still target the ideal clients.

  1. Retargeting

People who have visited a certain website, landing page, or have shown interest for a certain business gets retargeted later on.  For example, if a client looks for a certain product online but did not buy it, the next time they open Facebook, an ad of the same product will automatically show.  This is retargeting.

This strategy is a good way to keep your business in front of people.  People who did not sign up right away or have visited your site will continue to see your ads in their feed.  It usually takes about 5-7 impressions for people to remember your brand, so keep on running those ads and remember to keep track of them.  You can use pixels to keep track of people who visited your page so that you can retarget them.

 

 

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.

4 Useful Tools to Help Level-Up Your Content Marketing

When distributing your marketing content through social media platforms, blog posting, or via email, you may not know that there is a huge selection of tools that you can choose from that will help you produce better content and make work easier for you and give you more time to focus on growing your business.

There are tons of free tools available out there, but here are our favorites:

 

  1. Loom 

Loom is a video recorder that’s really fun and creative.  It’s a free tool that allows you to show your own video camera during the recording.  This also available with a Chrome extension which makes it easier to record stuff.

This tool is perfect for fitness businesses because its perfect to use for online training or coaching sessions when you want to do one on ones with your clients to explain certain processes.  You can also use this tool to post a video of you showing clients how to book or schedule classes online.  Aside from that this can also be used to record videos of you showing members how to navigate the membership area, for example.  Using Loom gives your videos a more personalized touch while achieving the purpose of getting your clients to take action.

 

  1. Savefrom.net 

Native videos that automatically plays in newsfeeds have a greater reach than posts of image or plain texts (such as YouTube links).  This is an important thing to keep in mind when posting videos in social media platforms.

Savefrom.net allows you to use cool YouTube videos on your Facebook page and make it appear like a native video that plays in your newsfeed.  This free tool also lets you add subtitles to your video, which can be done when you upload a YouTube link.    This is one of our favorites because you can easily download the YouTube video that you like as an mp4 file and post it as a native video in your social media accounts.  Super easy!

 

  1. Licecap 

We all love GIFs!  A great way to show your members how to book classes online is to provide them with a visual how-to and using a GIF will be a creative way to get this information out to them.  With Licecap, you can get a quick screen capture, turn it into a GIF and include this in your emails or social media posts.  Using GIFs would be a plus especially for members that are visual learners.

 

  1. Online Video Cutter 

Knowing how to edit videos is a skill that gym owners can definitely use to their advantage.  This can be made easier by using the Online Video Cutter tool which lets you cut a part of a video that you want to highlight.  Let’s say you have a 40 minute video and want to highlight certain parts of it to post as 15 seconds promotional blurbs at different times.  Online Video Cutter allows you to do this very easily and allows you to cut just a certain portion of a video and download it.

It requires zero editing experience and is perfect for the busy business owner like you.  Posting snippets of videos from an already existing one that you have eliminates the extra time and effort to take short videos.  And using these snippets to post regularly to your platforms sends out a message that you are an expert in your field while giving you more time to focus on growing your business.

 

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.

How to Use Facebook Messenger Marketing for Campaigns

Facebook changes its focus to building relationships, so if you have the right strategy to make Facebook Messenger marketing work for you, then you will surely stand head and shoulders above other fitness businesses in the area.

In order to success in using Facebook Messenger, the platform cannot be approached from a traditional marketing perspective.  You should see yourself as a social engineer and return go back to the basics.

If you want people to click on your Facebook ads, first you have to figure our what they are currently struggling with and what they need to improve on.

Find ways to engage with your audience creatively.

Find out what’s important to them, drive to develop a relationship, not only engagement.

Follow the 3 Core Rules of Facebook Messenger Marketing below and you will find yourself doing just that.

 

Rule #1:  REMEMBER that Facebook Messenger is not email

Messenger is mean for sending personal messages, much like email, but don’t use it the same way that you would the latter.

When marketing your business, you don’t use email as a platform to build relationships with your client base, rather, you use it to reach out, get out information, and for sales.

Facebook Messenger is NOT for that.

When using Messenger for marketing you should focus on why people should choose your business.  Highlight points on how you can remove obstacles that get in the way of their progress.

Build relationships, and do not push your marketing.  Think of your audience as individual people, with unique problems, with unique goals.

 

Rule #2:  Listen…

The main goal of social media marketing is not meaningless interaction, it’s to get information.

To use Messenger effectively, you have to ask open-ended questions that will get your audience to interact and engage.  Ask them about their fears, their goals, their desires.  What is their #1 fitness goal?  Why do they want to get in shape?

This information may not be useful to the campaign that you are running now, but you can definitely use it for later.  This data can help you write up a compelling sales copy that you can sell to them in the future.

 

Rule #3:  NEVER use an engagement bait

Once your audience have engaged its very tempting to resort to a bait.

For example, you might have created a private message which goes:  Type YES and you will get one personal training session for FREE.  This is a classic example of an engagement bait and Facebook will automatically shut this down.

A good alternative to this CTA is changing the context of the conversation.  Think about what you potential clients are hoping to achieve and connect your conversation to that and make it relevant to what’s happening in their lives.

Another option is to ask them for their opinions.  Weighing in on someone’s insights will get them to engage more.

The secret is to open a conversation, draw them to you, and keep them engaged by asking relevant and meaningful questions.

If your questions are relevant, you will get feedback.  Do not bait them to respond and establish that you are genuinely interested in building a relationship with them.

 

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.

3 Steps to Use Instagram Marketing to Generate Sales

Instagram is fast becoming a marketplace where consumers and businesses converge. For this reason, it is absolutely worthwhile to boost your fitness brand's Instagram presence and investing time in creating a marketing strategy around it to showcase your gym's services.

However, just getting content out there, does not quite do the trick.  It must be done right.

First you must learn how to optimize your account and make sure that you post ONLY compelling Instagram content, increase your exposure to get more conversions AND discover a few tools of the trade that will help you measure your success.

This is just a picture of what you need to do to make Instagram work for your fitness business’ marketing and get more sales.  But in a nutshell, there are 3 simple steps to follow that will make help you get more clients in the door only by using Instagram:

 

Step 1 : Get More Followers

Any effective strategy will be useless if you don’t have any Instagram followers, and that is why the first step to getting more clients through Instagram is to grow your Instagram following.

Instagram is an awesome strategy to get your business and your message in front of people that are like-minded at one blow.

The more followers you have, the more of your target audience you can reach each time you post valuable content.

So how do you grow your following?  There are 2 strategies to achieve just that.

  • Using an influencer to introduce your fitness business to the public - The fastest and most effective is to use to your advantage the reach of other Insta users who have a large following. Being recommended by one with authority and an influencer creates a great leverage because you are getting your name and message in front of your target audience all at once.  You can achieve this by paying them to share your content (paid shout out) or offering your service for free in exchange for a shout out.
  • User-generated marketing - Have your current client base do the work for you. One great way to increase your Instagram followers is to build social proof.  It is more likely for people to trust content that came from actual customers.  So, encourage your clients to check-in or mention your gym and post photos of them while working out.

 

Step 2:  Keep your Instagram Followers Engaged

Now that you have grown your following, its time to grab their attention and get these visitors to visit your website.

Use your BIO to stand outFirst impressions count.  Here a couple of things to keep in mind to make a killer bio.

  • Keep everything short and sweet.
  • Use a memorable URL to create a CTA
  • Showcase what you offer
  • Use some playful emoji that fits your content

Use lead offers to draw in people.  Offer free content that will entice potential clients to join your gym’s mailing list and through your sales funnel.  When using lead pages, remember that you are offering value first, so make sure that the free resource that you are offering is useful to your potential clients.

Ask your follower to tag a friend.  When it makes sense, take the opportunity to ask your follower to tag a friend.  You could include statements such as: “Tag a friend who needs this.”

Instagram Stories.  Using Insta Stories is a very powerful tool in adding the human touch to your business brand.  Followers will humanize you and not think of your business as a faceless one.  Use Stories to engage followers by creating polls or using the swipe-up feature.

 

Step 3:  Convert those Followers into Clients

There is a huge difference between content that gets a lot of likes and comments and one that actually converts.

Posts that generate more sales are those that triggers an emotional reaction from your potential clients.

You may offer the best service in your area, but if you don’t show that in a way that sparks interest and emotions, chances are, its not going to sell.

Using visually stunning designs and imagery are effective ways to elicit a positive response.  No matter what type of content you are posting, make sure that it is exciting, triggers a response, and makes your audience want to delve more into your service.

After following the 3 basic steps, how do you track your success?  This is an essential part of using Instagram for marketing so that you can figure out if what’s working and what’s not.  Here are some ways to monitor that:

  • Look for spikes in sales and traffic to your site and go back to Instagram posts during that period
  • You can use tracking links to measure which content are generating the most traffic

 

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.

 

Using Your Gym's Content for Massive Lead Generation

Content creation is a topic that can be valuable not only to gym owners, but also to other entrepreneurs.  There are many different ways to get your content out there.  You can choose from a variety of options such as newsletters, social media campaigns, or blog posts.

Even if you are regularly getting content out there, how do you know that what you’re sharing has a direct impact on the success of your fitness business?  Does your content help you at all in meeting your business goals?

Small businesses usually focus on sales and scaling their business and cannot afford to invest on PR and business campaigns.  Content creation, therefore, that is focused on generating leads would provide the most impact and would be perfect for the marketing that you need.

The success of any lead generating content can be easily measured and you can gauge its impact on your marketing efforts.  What’s great about this is that it can help you build up a steady flow of business and many fitness business owners can agree on how effective this tool can be to grow your business.

With this in mind, I would like to share 3 tips on how to create awesome content that will help generate leads to keep your fitness business growing.

 

1. Create and share content that is valuable to your target audience

Sharing your insights and relevant information is a proven way to generate leads.  Invest in building and distributing content of high-quality, posting informative content will demonstrate that you are an expert in what you do by showcasing your knowledge and skill set.

It is natural for people to turn to a subject matter expert when they want to learn about a specific topic.  And when talking about product or service recommendations, they will opt to listen to an expert than to an average Joe giving his opinion.  Needless to say, people choose to do business with experts in the field.

So how do you develop content that is informative, high-quality, and one that drives leads?  Here are a few things to remember.

  • Audience - First, to develop a targeted content, you must have a specific audience in mind. Define your audience and develop a buyer persona, defining their demographics and buyer personalities.  This will give you an insight on who you are writing for and help you identify which topics will be relevant.
  • SEO – Once you have defined your target audience, it will be easy for you to figure out the keywords that will help you optimize your content.
  • Content format – Don’t stick to creating blogs, you can create white paper, infographics, eBooks, and even videos.

 

2. Have a clear content strategy in place for all channels

Recent studies show that consumers are now turned off by traditional advertising forms and traditional marketing strategies are getting less effective as the years drag on.  This is how having valuable content for your fitness business plays an important role in helping you generate leads.

Content is king of the digital marketing realm and it’s all about attracting and engaging your gym’s target audience.  How?  By developing and getting out information that is not only relevant, but more importantly, valuable to them.

To achieve this, you have to map out a content strategy that allows followers to expect a consistent rhythm in the delivery and also that content is covering the same key points consistently.

Having a content strategy will prevent you from posting irrelevant content or feeling stressed in producing last minute posts.

Having your marketing channels disjointed makes your audience confused and less targeted.  So remember to always align your content to your business goals and don’t forget to be consistent.  Remember to define your audience, create a targeted keyword list, and test what content format works best for the audience you have defined.

 

3. Implement Call-T0-Actions that are clear in all your content

To ensure that your content will generate leads, make sure that it is action oriented and that you tell your readers what to do next

The content that you created and shared is a very persuasive and effective way to set up your CTA.  Having valuable content primes up your audience to your fitness business message and goals, so would be very easy to show them offer that they can refuse.

When creating a CTA, make sure that it is easy to find.  Don’t make your audience dig for the next step.  It will also be effective to create a sense of urgency and remind your audience to take action immediately.  Also, a CTA that is benefit oriented will be more inviting than the basic “click here” button.  Lastly, limit it to one CTA, the more options you give your audience, the more confused and indecisive they will become.  Having strong CTAs are very essential to the lead generation process.

 

GET HELP WITH YOUR 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.

GENERATE HUNDREDS OF LEADS ONLINE FOR YOUR GYM

In the past years, I have made it my mission to help my clients generate as many leads as I can for their fitness businesses. In doing so, I’ve spent a ton of time and money testing and figuring out exactly what does and doesn’t work when it comes to marketing for fitness business.

While every online marketing campaign’s performance varies based on factors like your gym’s location, offer, sales process, and overall experience, the most successful marketing schemes follow these simple strategies.

A PROVEN OFFER

The first part of your online advertising campaign must start with an amazing, proven offer at your fitness studio. This is what catches potential members’ attention. We’ve found that offering a free week to be the most effective because it allows people to come check out your studio and take a few classes without any commitment. If you give them a great experience during their free week, it’s likely that they’ll sign up and become paying members.

A one week free trial is a good bet, but that doesn’t mean it’s the only option out there. Here are a few other paid offers that other  fitness studios have had a lot of success with as well:

  • 20% off forever
  • 20% off for 3 months
  • 6-Week Challenge

Once you have a proven offer, your next step is to get it in front of as many people in your target demographic as possible.

MADE IT A VIDEO AD

Fact: Facebook videos get a 135% broader reach than photos and gets better engagement.

In your video, think about giving people a quick tour of the studio, showing them what your classes look like, and explaining what they can expect when they come in. Show off your personality and get people excited to come check out your studio.

When you are done editing your video, add captions to increase view time by up to 12%. Not everyone wants to watch video with sound, so captions make people more likely to watch your video longer and engage with it.

Another tip to increase engagement is to upload videos directly to Facebook instead of sharing a link from YouTube, Vimeo, or Wistia. Native videos auto-play on Facebook, whereas shared links require you to click on them and take you to an external website.

So once you have an awesome offer and a great Facebook ad to promote that offer, you want to take people somewhere easy for them to redeem the promotion. That’s where landing pages come in. And in order to optimize that landing page and stay in front of people who decide they don’t want your free week even after they click on your ad … you need retargeting.

RETARGETING

On average, it takes about 7 impressions of your business before someone decides to buy. Retargeting comes allows you to continuously market to people who visit your website or landing page even after they’ve left - and all because you’ve placed a Facebook retargeting pixel on the page(s). This way, you still have a chance to convert people with your free week even after they’ve left.

Here’s the process: If someone sees your ad, clicks on it, and goes to your landing page but they don’t claim the offer, you can use retargeting ads to remind them about your promotion.

Once they claim their offer, the first thing they should get is a welcome email that thanks them and lets them know what they should do next. After a few days, send out another email that asks them if they’ve claimed the offer, and you can include a bonus offer to give as an incentive.

The most successful fitness studios generate tons of leads online with these strategies. Once the leads start pouring in, be sure to follow up with them as soon as possible and have a strong sales process.

 

 

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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.

Crucial Marketing Stats That Gym Owners Should Know

Creating content and picking the perfect platform to get your material out there has quickly become a must for marketing your fitness business.  If you aren’t getting yourself in front of your target audience, well, this is the best time to do it.

Why you say?  The fist stat will explain that for you. 

Here are 15 important industry findings that will help you strategise your marketing:

On Adding Value

  1. Though content marketing costs more than outbound marketing, it has been proven to generate more leads.  Content marketing includes social media, blogs, emails, videos, etc.  This involves creating online material that will add value to your target audience’s life and spark their interest in your gym’s brand.

On the Significance of Content Marketing

  1. More than 60% of marketers who create AT LEAST one new content every day won't find it as challenging to get leads as those who create content inconsistently (eMarketer)
  2. The conversion rates are 6 times higher for those who adopt content marketing, than those who don’t (Aberdeeen)
  3. About 61% of consumers say that they will be more likely to purchase from businesses that provide custom content (Dragon Search)

On using email as a marketing tool

  1. Using email as a marketing tool has twice as much ROI than plain old cold calling (Close.io)
  2. Roughly 53% of emails will be opened on a mobile device, so it would be wise to make your emails mobile friendly (Campaign Monitor)
  3. Using subject lines bearing the recipient's name are more likely to be opened by 2.6% (Close.io)

On publishing blogs

  1. Contents for blogs are getting more lengthy and more visual.  On the average, a blog post has a length of about 1,050 words per topic. (Orbit Media Studios)
  2. Using longer blog posts will generate 9x more leads than shorter ones. (Curata)
  3. Businesses who actively post blogs receive 55% more site traffic than those who don’t publish regularly (HubSpot)

On Live Streaming

  1. People are willing to spend 3x more of their time watching live videos than viewing pre-recorded ones – Social Media Today
  2. Live videos are growing more than other types of online videos, with a marked increase of 113% in growth every year (Livestream)
  3. 10 times more Facebook users comment on live videos than regular ones. (The Motley Fool)

On Social Media Marketing

  1. Video ads with captions increases viewing time by 12% (Facebook)
  2. Using video posts have a 135% broader reach than using photo or plain text (Social Media Today)

While paid marketing still has its place in any successful fitness business marketing campaign, content marketing is still the cheapest--and now also the highest converting--marketing strategy. Strategies that add genuine value like emails, blogs, and live streaming with your target audience will not only qualify your leads, but ensure a consistent lead flow throughout the year.

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

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

14 Ways to Minimise the Tax Bill for Your Gym

  1. Claim everything you are entitled to: Make sure you know what you can claim. For example if you are on the road for work (or work outside) you can claim sunscreen so if your foundation, lip-balm or moisturiser has an SPF factor then you may be able to claim it. You can also claim home office, internet, travel, training, handbags, food when travelling overnight and so much more.
  2. Get on the cloud: Once upon a time you had to keep every paper receipt tucked away in an envelope in an overstuffed filing cabinet. Now you don’t need to keep paper receipts and all of your deductions can be stored safely in the cloud. If you’re a business you might want to consider a cloud based solution such as Xero, Quickbooks or MYOB.
  3. Pay for deductions prior to 30 June: This one seems obvious but every year I meet so many people who simply forgot about buying a new computer, upgrading their mobile phone or making a donation until after 1 July when it’s too late.
  4. Small business concessions. If your turnover is less than $10million you can write-off in full any asset that costs up to $20,000, pool assets and use simple inventory valuation methods. Don’t let your accountant be lazy.
  5. Delay invoicing before 30 June: If you know that a customer pays you promptly and you will receive the money before 30 June then delay invoicing until 1 July.
  6. Incur Expenses: Many small business owners think they need to pay for an expense to receive a tax deduction but all you need to do is incur it (or receive the bill dated prior to 30 June). So order any equipment, stationery, materials you need and make sure you receive the bill dated on or before 30 June.
  7. Prepay expenses: If you’re a small business you might consider prepaying expenses such as rent or insurance up front to twelve months.
  8. Stock on Hand: If you have slow-moving stock then consider writing it off prior to 30th For the rest of your stock, you have the choice of valuing it at actual cost, replacement cost or market value so make sure you choose whichever will give you the lowest price.
  9. Pay super: If you have staff, pay their superannuation before 30thJune to receive a tax deduction this year and pay super for yourself.
  10. Revisit your Structure: Is your business in the most tax effective structure? If you are a sole trader then you have no choice but to pay tax on all the profits of the business whereas this is not the case for other structures such as partnerships, companies or trusts. There’s also asset protection implications that are worth considering for changing structure and while insurance can protect you, trading via a company or trust can provide another layer of protection.
  11. Logbooks: Make sure your log books are up to date. For cars this means your log book needs to be less than five years old. If you’re in a Company or Trust structure and you own cars in that entity, consider keeping a log book on those vehicles now thanks to changes to FBT which means the number of kilometres travelled is now irrelevant to the percentage your FBT is calculated on. A 20 per cent flat rate applies when calculating a car fringe benefit regardless of how many kilometres the vehicle travels annually.
  12. Consider the year ahead. If you know that next year you’re going to drop income because you’re going on maternity leave or to travel, it may be worthwhile to prepay expenses while your income is higher. Ie. travel, insurance, interest on loans up to 12 months.
  13. If you sold your business this year it’s incredibly important to tax plan now. You may be entitled to capital gains concessions but you need to trigger some of them before 30 June.
  14. Family Trust Resolutions. It’s now mandatory for discretionary trusts to have a written trustee resolution before 30 June showing the intended distribution of income to family members.

For further ideas on deductions you maybe eligible for – also check out my tax tips blog from last year

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.