By: Eric Cressey
With the boom of semi-private training in recent years, there has also been a boom of questions from fitness professionals on how on Earth it is logistically possible to train several people when they may all come from different backgrounds and have different needs. Back in 2006, I was one of those people – so I can certainly speak from perspective.
I did almost all one-on-one personal training for about a year from the summer of ’05 to the summer of ’06, when I moved to Boston and went out on my own as an independent contractor. When I arrived in Boston, all these questions on how to make it work in the semi-private model were rattling around my head. Admittedly, I entered this model cautiously, doing 50/50 private and semi-private training as I got my feet wet with it.
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A couple of days ago I was reading an article about Luxottica, a pretty amazing company that most people have never heard of.
But maybe you’ve heard of some of these companies that offer their own premium brands of sunglasses:
Ray-Ban
Oakley
Bulgari
Dolce & Gabbana
Salvatore Ferragamo
Prada
Burberry
Chanel
Polo Ralph Lauren
Tiffany
Versace
Luxottica makes all of them and about a dozen others. They own Ray-Ban and Oakley and work under license with the rest.
But if that wasn’t’ enough, they also own LensCrafters, Pearle Vision and Sunglass Hut. So their eye doctors are the ones telling you that you need a new pair of glasses, their sales people are ones helping you choose them, and their factories are the ones making the glasses.
Basically, if there’s money to be made in the sunglasses market – they’re getting a piece of the action.
So how can you apply this in your business – here are a few ideas:
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One of our recent modules in the Bootcamp Blueprint detailed EXACTLY how B.J. Gaddour launched a new, successful bootcamp location in just 21 days.
Until now, you had to be a Bootcamp Blueprint member to access this incredible information…but now you can get it as our gift to you:
http://thebootcampblueprint.com/member/new-bootcamp-location-launch-sequence/
It’s all spelled out for you in detail – plus over a dozen ready to use tools you can apply to grow your own camp fast. Access the camp building system here:
http://thebootcampblueprint.com/member/new-bootcamp-location-launch-sequence/
Plus – If you want our help to build a six-figure camp the Bootcamp Blueprint has been re-opened for a couple of days. Don’t miss your chance:
http://thebootcampblueprint.com/
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Perform Better Summits are hands-down the best fitness seminars in the business today. Where else can you learn from such a wide variety of trainers, coaches and clinicians in order to take your skills to the next level?
What’s really fascinating about these events, though, is the broad spectrum of speakers Chris has at the events.
You have what I call the high-energy presenters – guys like BJ Gaddour and Todd Durkin can get you motivated to train, even if you’re just standing in a corner somewhere.
You also have guys and gals with a ridiculous amount of knowledge about specific topics. Alwyn Cosgrove knows business. Eric Cressey knows shoulders. Dr. Stuart McGill knows backs.
While everyone is unique in their own right, it took me a little while to realize the common bond that all the presenters there have in common.
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Would you quit a $95,000 a year job to follow your dreams?
Zach did.
Check out this killer video of Zach Even-Esh talking about overcoming fear and turning his passions into profits. Plus there are even guidos and groundhogs thrown in for good measure because nothing is ever boring with Zach 
And if you’re ready to take the leap and make it happen for yourself, Zach and my other buddy Paul Reddick are throwing a seminar over on the Jersey Shore this October 1st & 2nd where they’re going to cover building offline and online businesses that will provide you the money and lifestyle your want.
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Tonight we’ll have some of the most successful fitness pros in the industry getting into Louisville for this weekend’s Bootcamp Bootcamp event. If you’re not going to be one of the folks in attendance – no sweat – I wanted to give you some surefire tips that will have your business rockin’ in no time. Here you go:
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Be Great At What You Do – If you’re a sh&tty trainer or coach – all the marketing advice in the world won’t make up for it. Think about seeing a great ad for a restaurant. It might get up in the door for one meal, but if your meal was bad, would any amount of advertising ever get you back?
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Joint Ventures – Have you ever taken the time to find out how many businesses are there in your area who serve you potential clientele? You should.
Build a relationship with them so you can eventually have them as a referral source. Start by being nice, offering free training to the owners and at least steep discounts to the staff. Send them some referrals. Eventually you will be able to get referrals in return and more structured lead generation activities like endorsed mailings or emails.
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In general, people are willing to pay more for anything just to give in to their convenience.
The old Chinese Proverb goes like this:
Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.
But most people don’t want to learn to fish.
They want you to catch the fish, clean it, cook it and serve it.
The more you do for them – the happier they are.
They don’t want to make decisions. They are busy. They’re bombarded with information and choices, so the simpler you make it and the more you do for them – the better your business will be.
Done For You can be as small as Lunchables at the grocery store or as big as a franchise like Athletic Revolution.
But the one thing in common is that it’s designed to make things easier for the customer or client.
So how can you integrate Done For You into your personal training business for more profits?
Here are a few ideas:
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Are you creating a success that you’re going to enjoy?
I know it sounds strange to ask if you’re going to enjoy success – but bear with me for a few minutes and you’ll see what I’m getting at.
Over the weekend Nick and I went to Perform Better in Providence, Rhode Island. We got to see lots of friends and colleagues – plus we got to head down to Pembroke, Massachusetts to visit Athletic Revolution franchisees Dave & Andrea Gleason.
Hanging out with guys like Pat Beith, Eric Cressey, Mike Boyle and Alwyn Cosgrove is not only a great time but always thought provoking.
One of the things Alwyn and I were chatting about was how much traveling he was doing and how it was wearing on him a bit. He’s one of the most in demand speakers in the industry (If you’ve ever heard him talk, you know why – he’s awesome) – but his speaking schedule has expanded so much that he’s getting on a plane about every 8 days on average.
He’s basically become so successful at this that so much travel is making it less enjoyable.
So right now Alwyn is developing his plan to make this part of what he does serve him better.
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If you want to generate new business now – what would you do?
I don’t mean new clients next week or next month. I mean you need new clients immediately to pay the bills.
Would you sit at home and submit articles and press releases?
Would you make blog posts or phone calls?
There are dozens of things you could do if you had to generate new clients, but which ones would pay off fastest?
With that in mind I created a simple Hierarchy of Client Getting Activities to get you started.
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By now you may know that Nick and I, along with Brian Grasso and Sara Nylander, launched a youth fitness & athletic development franchise called Athletic Revolution.
We’ve been very deliberate with our expansion (we have 7 locations so far) because we are committed to building the premier youth fitness & athletic development franchise in the world – and we can’t do that haphazardly
Because we spend a lot of time focusing on building Athletic Revolution the right way, we put a lot of thought into what goes into a successful fitness business. While I can’t share the details of everything we’ve uncovered as some of it is proprietary and exclusive to AR franchisees – I can share the key components that go into any successful fitness business.
To build a successful business, you need:
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