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Learn the keys to pricing small group training and instructor compensation; specific steps to creating effective small group training internal and external marketing for your club; and a proven sales strategy for your club’s group training. You’ll also learn about various equipment based and program options and how to determine which is best for your club. You’ll walk away from this session understanding what your club should be earning from Personal Training and Small Group Training based on your club’s membership base; the three key factors that any group training program must have in order to be successful; and a strategy to keep your group training programs successful and growing after the initial program launch.
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Health Club Industry Experts - Consulting, Brokerage, Management
Small Group Training Small Group Training
A Step by Step Plan to A Step by Step Plan to Implement Small Group Implement Small Group
TrainingTrainingPresented By: Greg MaurerPresented By: Greg Maurer
[email protected]@newparadigmpartners.com
302-528-1660 302-528-1660
Health Club Industry Experts - Consulting, Brokerage, Management
Advantages of Group Training Advantages of Group Training
The results of supervised training with the social The results of supervised training with the social power of group exercise!power of group exercise!
Lower Cost for better results for clients! Lower Cost for better results for clients!
Club increases margin compared to one on one Club increases margin compared to one on one trainingtraining
Trainers can be paid more per session; make Trainers can be paid more per session; make more money overall; AND produce more total more money overall; AND produce more total revenue/profit for the club.revenue/profit for the club.
Health Club Industry Experts - Consulting, Brokerage, Management
Results Based Selling StrategyResults Based Selling Strategy
1.1. Discover prospects wants, needs, goals Discover prospects wants, needs, goals and provide specific program solutions.and provide specific program solutions.
2.2. Marketing and sales strategy focused on Marketing and sales strategy focused on proven program results and program proven program results and program money-back guarantee! money-back guarantee!
3.3. Success at this approach requires Success at this approach requires training and the confidence of knowing training and the confidence of knowing your programs really work!your programs really work!
Health Club Industry Experts - Consulting, Brokerage, Management
Keys to Effective Programming Keys to Effective Programming
Periodized & standardized 4 – 6 week Periodized & standardized 4 – 6 week cycles that address proper resistance cycles that address proper resistance training, cardio, proper nutrition, and training, cardio, proper nutrition, and motivation and accountability.motivation and accountability.
Tested in a club to insure it works!Tested in a club to insure it works!
Must include instructor education!Must include instructor education!
Scalable for all fitness levels!Scalable for all fitness levels!
Updated to prevent boredom and plateaus.Updated to prevent boredom and plateaus.
Club product versus trainer product!Club product versus trainer product!
Health Club Industry Experts - Consulting, Brokerage, Management
What Pricing Model?What Pricing Model?
Selling packages of fixed # of sessions.Selling packages of fixed # of sessions.
EFT model based on number of weekly/monthly EFT model based on number of weekly/monthly sessions sessions
Sell programs with a defined beginning and an end!Sell programs with a defined beginning and an end!
Health Club Industry Experts - Consulting, Brokerage, Management
Pricing and CompensationPricing and Compensation
Member price should be 1/3 to at Member price should be 1/3 to at most most ½½ of club’s of club’s average PT session cost!average PT session cost!
Instructor can earn two to four times regular PT Instructor can earn two to four times regular PT compensation! compensation!
Club makes 50 – 70% Gross Margin!Club makes 50 – 70% Gross Margin!
Health Club Industry Experts - Consulting, Brokerage, Management
How will you market the program ?How will you market the program ?
Market Program Launches to members, prospects Market Program Launches to members, prospects and alumni members via email, posters, Facebook, and alumni members via email, posters, Facebook, club T.V.’s, newsletters, member referral incentives, club T.V.’s, newsletters, member referral incentives, program flyers, staff contests, lawn signs, etc.program flyers, staff contests, lawn signs, etc.
It is critical to re-launch your program at LEAST It is critical to re-launch your program at LEAST 6 times per year and preferably every 6 weeks to 6 times per year and preferably every 6 weeks to keep new members coming into it!keep new members coming into it!
Marketing focuses on RESULTS and has ONE Marketing focuses on RESULTS and has ONE goal: getting people to sign up for goal: getting people to sign up for complimentary demo classes!complimentary demo classes!
Health Club Industry Experts - Consulting, Brokerage, Management
Testimonials are KING! Testimonials are KING!
Put testimonials in marketingPut testimonials in marketing! ! Participant testimonials from REAL people, Participant testimonials from REAL people,
and video is better than picture and print and video is better than picture and print but both are goodbut both are good
All instructors should be All instructors should be requiredrequired to to obtain written testimonials and VIDEO obtain written testimonials and VIDEO for each person in program using a for each person in program using a scripted set of questions! scripted set of questions!
Health Club Industry Experts - Consulting, Brokerage, Management
Health Club Industry Experts - Consulting, Brokerage, Management
How will you sell the program?How will you sell the program? ““Sell” complimentary demo classes – include Sell” complimentary demo classes – include drawings for prizes for members who try class, drawings for prizes for members who try class, trainers who teach classes and front desk staff trainers who teach classes and front desk staff for scheduling members in classes!for scheduling members in classes!
Once program is going set-up referral Once program is going set-up referral incentives and tools for members to increase incentives and tools for members to increase program participation in demo classes.program participation in demo classes.
Health Club Industry Experts - Consulting, Brokerage, Management
Effective Demo ClassesEffective Demo Classes
The demo classes are pre-choreographed to highlight The demo classes are pre-choreographed to highlight effective and fun programming and our CONSISTENT effective and fun programming and our CONSISTENT for ALL instructors!for ALL instructors!
Instructors must be HIGHLY trained to deliver effective Instructors must be HIGHLY trained to deliver effective introduction and closing speech during these classes introduction and closing speech during these classes as these classes are in fact a sales presentation!!as these classes are in fact a sales presentation!!
Should have two instructors for each class to insure Should have two instructors for each class to insure members are serviced during and AFTER end of members are serviced during and AFTER end of class!class!
Health Club Industry Experts - Consulting, Brokerage, Management
Program Delivery and ManagementProgram Delivery and Management
Must have dedicated program champion Must have dedicated program champion who is compensated and held accountable who is compensated and held accountable for the program!for the program!
Develop specific timeline, tasks, and Develop specific timeline, tasks, and metrics for the program that spell out all metrics for the program that spell out all the who, what, where, when and how’s!the who, what, where, when and how’s!
Allow time for effective promotion, Allow time for effective promotion, development of marketing materials, and development of marketing materials, and instructor training!!instructor training!!
Health Club Industry Experts - Consulting, Brokerage, Management
Program Pro-forma P&LProgram Pro-forma P&L1.1. All startup and variable costs need to All startup and variable costs need to
be accounted for including payroll, be accounted for including payroll, equipment, marketing, sales equipment, marketing, sales commissions, training, etc.commissions, training, etc.
2.2. Projected program sales and Projected program sales and associated revenue.associated revenue.
3.3. A sheet that describes all assumptions A sheet that describes all assumptions and the specific logic used to generate and the specific logic used to generate the projected sales and revenue .the projected sales and revenue .
Health Club Industry Experts - Consulting, Brokerage, Management
What should your club be earning?What should your club be earning?
1.1. Initial goal is that Initial goal is that at least at least 6-8% of your 6-8% of your active members participate in 1.25 active members participate in 1.25 sessions per week of P.T.sessions per week of P.T.
2.2. In addition you should shoot for In addition you should shoot for at least at least an additional 2-4% of your active an additional 2-4% of your active members doing 2 sessions per week of members doing 2 sessions per week of small group training.small group training.
3.3. You need to have tracking systems to You need to have tracking systems to know these and other metrics!know these and other metrics!
Health Club Industry Experts - Consulting, Brokerage, Management
Small Group TrainingSmall Group Training Program OptionsProgram Options
1.1. Fit-traxx – www.fit-traxx.com Fit-traxx – www.fit-traxx.com
2.2. TRX – www.trxtraining.com TRX – www.trxtraining.com
3.3. Crossfit – www.crossfit.com Crossfit – www.crossfit.com
4.4. Gravity – www.efisportsmedicine.com Gravity – www.efisportsmedicine.com
5.5. Power Plate – www.powerplate.com Power Plate – www.powerplate.com
6.6. Sproing – www.sproingfitness.comSproing – www.sproingfitness.com
7.7. ViPR – www.viprfit.com ViPR – www.viprfit.com
What IsWhat Is
A 4-5 week group training program servicing 10-12 A 4-5 week group training program servicing 10-12 people simultaneously in 400-500 square feetpeople simultaneously in 400-500 square feet
Uses inexpensive equipment clubs already have:Uses inexpensive equipment clubs already have: 8-35 lb hex dumbbells8-35 lb hex dumbbells Physio-balls and Medicine BallsPhysio-balls and Medicine Balls TRXTRX Exercise TubingExercise Tubing Bosu ballBosu ball Group weight training barbell sets (2-3 sets)Group weight training barbell sets (2-3 sets) Steps (3-4)Steps (3-4)
What is What is Sessions take place on specific days & times similar to Sessions take place on specific days & times similar to group fitnessgroup fitness
A club program that can be marketed and promoted via A club program that can be marketed and promoted via every club department internally and externallyevery club department internally and externally
Efficient method to train multiple clients in very little time Efficient method to train multiple clients in very little time and spaceand space
Club product vs. Trainer ProductClub product vs. Trainer Product Club can insert different trainers when necessaryClub can insert different trainers when necessary Members do not have to find the most experienced or elite Members do not have to find the most experienced or elite
trainertrainer Consistent so members can switch times if necessaryConsistent so members can switch times if necessary Simple sales process letting trainers train instead of sellSimple sales process letting trainers train instead of sell
Feature/Benefit Checklist of Feature/Benefit Checklist of FIT-traxxFIT-traxx
Pre-programmed workoutsPre-programmed workouts
4-weeks of programming4-weeks of programming
2 or 3 day per week programs at 2 or 3 day per week programs at different timesdifferent times
All exercises can be progressed All exercises can be progressed or regressed quickly and easilyor regressed quickly and easily
Club product and not trainer Club product and not trainer productproduct
10-12 participants per class10-12 participants per class
10 Program Launches per year10 Program Launches per year
Safe, effective workout regardless of trainerSafe, effective workout regardless of trainer
Participants avoid boredom, workout system, exercise Participants avoid boredom, workout system, exercise adherence with a beginning and endadherence with a beginning and end
Members choose days and times that are convenientMembers choose days and times that are convenient
All ability levels from beginner to athlete train at same All ability levels from beginner to athlete train at same time each achieving his own personal besttime each achieving his own personal best
Easily marketed and participants loyal to program and Easily marketed and participants loyal to program and not a specific trainernot a specific trainer
Leverages trainers’ time along with less expensive for Leverages trainers’ time along with less expensive for participants opening new marketsparticipants opening new markets
Predictable, consistent revenue for club and trainersPredictable, consistent revenue for club and trainers
Thank You for Attending this PresentationThank You for Attending this PresentationFor more information on how to increase or start group For more information on how to increase or start group
training in your club contact:training in your club contact:
Greg Maurer – [email protected] Maurer – [email protected]
Cell – 302-528-1660Cell – 302-528-1660
