Fitness Business Insight. A post by Pat Rigsby
I’ve been reading a number of new books lately (typically I read about 3 at a time) and I figured I’d share a few of the notes I’ve been taking. Here goes:
1. Five key parts of a fitness business: The client (by far the most important), the reputation of business with clients & marketplace, the service/ client experience, your marketing advantage and your clarity.
2. A way to look at the market is price gaps, for example – if personal training is $800 per month and basic gym memberships are $50 per month and there is nothing in between – fill the gap. That’s one reason bootcamps have done so well. They filled a price gap.
3. Small hinges swing big doors. A lot of little changes can make big differences to the bottom line.
4. Have continuity in your fitness business. No exceptions.
5. Always do something every day to keep the prospect pipeline filled. Do it every day to build a habit.
6. If you don’t have a process for fitness sales you are at the mercy of the buyers buying system.
7. Most fitness businesses do not contact their clients often enough outside of the session.
8. You can’t fix a bad business with good marketing.
9. Try to improve ratio of time spent on things you do best vs things you don’t do well.
What did you think? Let me know below.
Dedicated to your success,
Pat Rigsby
Pat Rigsby is a Co-Owner of the International Youth Conditioning Association & the youth fitness franchise Athletic Revolution as well as a fitness industry consultant serving thousands of personal trainers and fitness entrepreneurs. Sign up for his fitness business free newsletter to discover proven marketing, sales and business strategies, along with blog updates, news, and more! While you’re at it, follow him on Twitter.
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One of the things I will improve on is more contact with clients outside of camp. A phone call, personal email, coffee, group excursions. I like knowing who they are, and want them to know that they are not just names and contracts to me.
Pat great thoughts, I like 5 and 6 a lot they are easy to forget about as lots of trainers aren’t fond of selling. They forget that they are offering everyone they meet an opportunity to change their life! This is not the same as buying a timeshare in mexico that you never end up using again.
2 books that I thought were great were Flip – helps you think outside the box and Be Different or Be Dead – I think the name is clear!
Great Post! I especially like # 8, so true. Jonathan
Concise, informative and very useful. Thanks!!!
Dr. George
My personal favorite is #9, but it astounds me how few trainers understand #2.
I think #5 is one of the most important on the entire list. Near the end of each day, I ask myself “What have I done today to get me closer to my goal?” If I can answer it satisfactorily, I change that before I go to bed. Add it all up, and it turns into progress.
Wiggy
http://www.workingclasscardioworkout.com
http://www.workingclassfitness.com
Great info Pat! What are the books that inspired these thoughts?
I like number 5 because it keeps you focused on what your purpose for your business is. Someone said when the purpose of a thing is unkown abuse is inevitable.
The books I’ve been reading most recently…
Your Brain at Work
The Never Cold Call Again Online Playbook
Crush It
Zappos Culture Book
Also re-reading all my Dan Kennedy newsletters…
Pat, wow! Does your brain ever stop thinking about the fitness business and how to grow it? I’m amazed that day after day you come up with new and innovative marketing tips. A rookie trainer could just read your posts and get a killer start on their own fitness biz and be killing it in within a few months. Thanks Pat for sharing your expertise!
Ya know, I was trying to pick a favorite, but I love ‘em all!
Hmmmm. Maybe #2. That’s definitely something MOST business owners, nevermind trainers, never think about.
Thanks Mat;)
I certainly love what I do so the wheels are turning most of the time…
Hi Pat, great post. I like reading your posts as it keeps me inline in my business. Keep ‘em coming.
Anna