By Todd Durkin, MA, CSCS

Owner, Fitness Quest 10 & Todd Durkin EnterprisesHead, Under Armour Performance Training Council2004 IDEA & 2005 ACE Personal Trainer of the Year

What do you want out of this presentation?

• New ideas for programs, services, or systems• How to create a culture and brand to produce

raving fans• How to create time freedom/money freedom

in this business• How to have a life when you are working your

tail off• CONNECT!

5 Ways to Create A Successful Business

• Drive Revenues• Control Expenses• Take Care of Your

Customers & Clients• Take Care of Your Staff• Take Care of YOU!

Answer these questions?

• What area(s) of your business are you doing well?

• What areas of your business are you not doing well?

• What are your goals for the next 90 days?• Where do you want to be in 5 years?

•What is your passion?•What is your niche?

Finding Your PassionDeveloping Your Niche

Developing Your Brand

• What kind of brand are you?• What do you want your brand to

represent?• What is unique about your culture?• What can you do to improve your

brand identity?

• What kind of brand are you?• What do you want your brand to

represent?• What is unique about your culture?• What can you do to improve your

brand identity?

Important Points to Rememberabout Your Brand!

• It takes 20 years to build a reputation…and it takes 1 day to destroy it!!!

• If someone likes your business, they will tell 5 people…If someone doesn’t like your business, they will tell 30 people.

Protect Your Brand!!!

Action Step: BRAND

What are you going to do to improve your brand and ensure you deliver a

great brand consistently?

• Commitment• Focus• Passion• Discipline• Mental Toughness

• Burning Desire(ie. Reading 1 hour per day for 1 year)

• Hard Work• Positive Attitude• FAITH

Characteristics Of High Performers

“Be Humble…Stay Hungry!!!

DEVELOP MONEY FREEDOM• Leverage Time (more semi-privates & small groups)• Create Programs (Boot Camps, 21 Day Transformation, 3 Day Renewal

Program, on-line continuity programs)• Create Products (DVD’s, teleseminars, e-books, etc.)• Affiliate Programs• Improve your website• Multi-level marketing (MLM)• Business Growth!

“Biggest Winner” Contest

Biggest Winner!• Rules of the Contest:

• $50 registration fee per person; minimum 10 teams

• Five (5) people to each team, must include Two (2) non-members/clients (no obligation to join; each team will be assigned a FQ10 personal trainer)

• All Non-members and non-clients can purchase a Six (6) week guest membership FQ10 for $50.

• A Team can consist of Five (5) non-members.

• Each Team may have up to One (1) FQ10 employee participate in the contest.

• The beginning weigh-in must be between May 2-May 6 (no weigh-ins after May 6) and the final weigh-in must be done between June 19-June 21 (no final weigh-ins after June 21st).

• The team that loses the greatest percentage of their starting Team Weight will win.

• All contestants much check-in each visit to Fitness Quest 10.

• Members and non-members are recommended to complete 4 workouts per week minimally (24 total workouts) during the contest dates. A combination of strength training, cardiovascular, and group fitness classes are recommended to achieve maximum results.

• Mandatory weigh-ins every 2 weeks. If any team member fails to weigh-in prior to the required dates below, the team will automatically be disqualified.

• 1st Team Weigh-in May 2-6th

• 2nd Team Weigh-in: May 20-24th

• 3rd Team Weigh-in: June 4-7th

• 4th and Final Team Weigh-in: June 19-21st

Biggest Winner!• Participants must weigh-in without shoes.• Participants can come at any time during Fitness Quest 10 working hours and weigh-in but

must check-in with FQ10 staff member and log their weight in with staff member.• If a guest decides to join as a member, their membership and monthly payments will be

deferred to the end of the contest.• A minimum of 10 teams must participate in order to run the contest. A full refund will be

given to each participant if the minimum requirements are not met.• No refunds will be issued after registration fee is paid, with the exception of the minimum

requirements not being met.• The winning team will receive $2,500.00• If there are more than 10 teams, the grand prize is still $2,500.00.

• The winning TEAM will be announced Tuesday, June 23rd!!!!

Just for participating in this contest, participants that are currently members or clients will receive:• 10% off any personal training package purchased during this period• 10% off any massage therapy/bodywork session (throughout entire contest)• 20% off unlimited class package during this period• 10% off all supplements and customized, prepared meals by Optimal NutritionNon-members (will receive the above + the following):• Can pay $50 membership for 6 weeks (May 7-June 21st) (Normally $89.00 per month)• 1 Free class a week

Control Expenses• Hire a great accountant• Develop Systems (Gerber, “EMyth”) –write

down everything• Payroll• Equipment care & maintenance• Collect money upfront; stay ahead of

packagesWhere can you cut expenses without negatively affecting

the customer experience?

Marketing for Results“Standing Out From the Crowd”

• Determine what it is that you, your studio, or club does best and your points of difference from the competition.

• Who is your target client/member and where do they spend time & money?

• What do you want to communicate to the marketplace and why is it important?

• Why should a potential client/member consider you and your business?• How will you deliver on the promises you made in your marketing

message?• How will you reach potential new members with the right message at the

right time?

(“Creative Fitness Marketing”; Club Solutions Magazine; Aug. 2009)

Creative Cost EffectiveMarketing Strategies

• Guerilla Marketing• Viral Marketing (YouTube,

Facebook, Blogs, Twitter)• “Driving” Word of mouth• Your List• Newsletters (Constant

Contact, icontact, 1 Shoppingcart)

• Referral Programs• Recognition (B-days,

anniversaries)• Gift certificates for holidays• Zip Code marketing with

your local newspaper• Partnerships • Donations to community

events

What About Direct Mail?• Must have a strong, catchy title!• Strong call to ACTION!• Must have a dead-line!

• Must have a visual!• Must be a GREAT OFFER! (Free Trial; 2 for 1)

• Must compliment other marketing

Create Legendary Customer Service

• CONNECT!• Create Systems• Cleanliness• Create new “experiences”• VALUE!• Create a “TRIBE” (Seth Godin)

• Do the Little Things--“Can I get you a towel or drink of water?”

• Sincere Greeting• Get to know ALL people• Call your clients by name• All eyes on client• The power of “touch”• Follow-up

Create Legendary Customer Service

“Everyone has an invisible sign hanging from their neck saying, 'Make me feel important.' Never forget this message when working with people.”

Mary Kay Ash  

“Everyone has an invisible sign hanging from their neck saying, 'Make me feel important.' Never forget this message when working with people.”

Mary Kay Ash  

Top Measures to Create a Winning Brand & Culture

I. Listen to your Customers

•Create surveys at least once per year•Conduct interview with your top 5 clients•Get testimonials•Reward your clients (mini-massages, gift certificates, etc.)•Listen, Listen, Listen

Top Measures to Create a Winning Brand & Culture

II. Listen to Your Team• Train your team• Set Goals with your

team• Have “personal growth”

meetings• Provide clear

expectations & manage/lead them

Have effective meetings and ask your team:

• What is working well?• What is not working

well?• What should we being

doing differently?• What should we

continue to focus on?

Motivate Your Team!• “Lead” them—share the

mission, vision, values, etc.• Provide them on-going

feedback• Provide them an annual

review• Create a “Google Group” or

“chat room”• Reward them (go-karts,

lunches on Sat., shout-outs)

Top lessons learned to help fuel growth despite challenging economy

• Stay focused!• Be organized with your time• “What is the most valuable thing I can do

with my time right NOW?” • Don’t let emails control your life

Top lessons learned to help fuel growth despite challenging economy

• Only positive TV on in your facility

• Fill your facility and you with only positive reading or listening material

• Look at your vision board

• Energize yourself (eating, exercising, sleep, etc.)

• Put up positive mantras in your facility, home office, work office, etc.

• Keep staff focused & “loose”

PROTECT YOUR MINDSET!!!!

• Produces “Contagiasm”• New ideas• Accountability • Support• Sounding-Board• “Mastermind”—Think & Grow Rich

—Napoleon Hill

Surround Yourself With Other Positive, Successful Fitness Entrepreneurs

Top lessons learned to help fuel growth despite challenging economy

• Don’t live in fear• Be creative/innovative with

your programs (ie. Semi-private / small group training; continuity programs)

• INCREASE your marketing!• Increase Your Customer

Service!

Top lessons learned to help fuel growth despite challenging economy

• Create your ideal day!• Spend time with your

loved ones!• Get your Mellow Yellow

Days• SIMPLIFY• “Purge Party”

TAKE CARE OF YOU!!!

SECRET TO SUCCESS

• READY, AIM, FIRE or READY, FIRE, AIM• Intention + Preparation + ACTION + Hardwork

+ Opportunity = CREATION!!!

START FIRING!!!

“Your Attitude Determines Your Altitude”If: A B C D E F G H I J K L M N O P Q R S T U V W X Y Zis represented as: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26.

Then :H-A-R-D-W-O-R- K8+1+18+4+23+15+18+11 = 98%

and

K-N-O-W-L-E-D-G-E11+14+15+23+12+5+4+7+5 = 96%

But,A-T-T-I-T-U-D-E1+20+20+9+20+ 21+4+5 = 100%

Recommended Readings• One Minute Entrepreneur

(Blanchard)• The Speed of Trust (Stephen M.R.

Covey)• Winning (Jack Welsh)• Good to Great (Jim Collins)• 7 Habits of Highly Successful People

(Stephen Covey)• Everyday Greatness (Covey)• Rich Dad, Poor Dad (Kiyosaki)• I Feel Great and you will too (Pat

Croce)• The E-Myth (Michael Gerber)• Sun Tzu for Execution (Steven W.

Michaelson))

• The Power of Full Engagement (Loehr & Schwartz)

• The Leadership Challenge• The Four Minute Work Week• The 7 Irrefutable Rules of Small Business

Growth (Steven Little)• The Tipping Point (Malcolm Gladwell)• Branding Iron (Hughes & Jeanes)• The Rules of Management (Richard

Templar)• Four Minute Work Week (Ferris)• Think & Grow Rich (Napoleon Hill)

Thank You For Joining Me!!!

For more information, please visit:www.FitnessQuest10.com

www.ToddDurkin.com

Or call Fitness Quest 10 at 858-271-1171Email: durkin@fitnessquest10.com

Believe and Achieve

The only thing that stands between a person and what they want in life is

the will to try it and the faith to believe it is possible.

Do more than is expected…

and then some!

Respect All People“The true measure of a person is how they treat someone who can do them absolutely no good.”

Ann Landers

Keep Your Goals In Sight

Dream big but realize… short term, realistic goals are the keys to success.

Know the Power of Encouragement

“Rain and sun are to the flower as praise and encouragement are to the human spirit.”

Mario Fernandez

Make the Right Choices

Right now… today you are one choice awayfrom a new beginning.

Remove the Chains that Bind You

“Remember, no one can make you feel inferior without your consent.”

Eleanor Roosevelt

Commit to Excellence

The secret of joy in work is contained in one word – excellence. To know how to do

something well is to enjoy it.

Know the Power of Kindness

Acts of kindness are simply the result of living the Golden Rule… which should be

rule #1 on every leader’s list.

Keep the faith

Faith is the ability to believe even thoughyou cannot see.

Find Balance

Put the big rock (priorities) first. Steven Covey

Take Action

Action is the gas in the tank. Without it the car will not run.

Lead Yourself

“Leader of one, leader of many; if you can’t lead one you can’t lead any.”

Anonymous

“Leader of one, leader of many; if you can’t lead one you can’t lead any.”

Anonymous

Learn To Serve

“One of the most beautiful compensations in life is that no person can help another without helping themselves.”

Ralph Waldo Emerson

Make a Difference with Your Life

“When you were born, you were crying, and everyone else was smiling. Live your life so at the end, you’re the one who is smiling and everyone else is crying.”

Ralph Waldo Emerson