Step by Step Process for Effective Group Training Programs
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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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Step by Step Process for Effective Group Training Programs
- 1. Small Group Training A Step by Step Plan to Implement Small Group Training Presented By: Greg Maurer gmaurer@newparadigmpartners.com 302-528-1660 Health Club Industry Experts - Consulting, Brokerage, Management
- 2. Advantages of Group Training The results of supervised training with the social power of group exercise! Lower Cost for better results for clients! Club increases margin compared to one on one training Trainers can be paid more per session; make more money overall; AND produce more total revenue/profit for the club. Health Club Industry Experts - Consulting, Brokerage, Management
- 3. Results Based Selling Strategy 1. Discover prospects wants, needs, goals and provide specific program solutions. 2. Marketing and sales strategy focused on proven program results and program money-back guarantee! 3. Success at this approach requires training and the confidence of knowing your programs really work! Health Club Industry Experts - Consulting, Brokerage, Management
- 4. Keys to Effective Programming Periodized & standardized 4 – 6 week cycles that address proper resistance training, cardio, proper nutrition, and motivation and accountability. Tested in a club to insure it works! Must include instructor education! Scalable for all fitness levels! Updated to prevent boredom and plateaus. Club product versus trainer product! Health Club Industry Experts - Consulting, Brokerage, Management
- 5. What Pricing Model? Selling packages of fixed # of sessions. EFT model based on number of weekly/monthly sessions Sell programs with a defined beginning and an end! Health Club Industry Experts - Consulting, Brokerage, Management
- 6. Pricing and Compensation Member price should be 1/3 to at most ½ of club’s average PT session cost! Instructor can earn two to four times regular PT compensation! Club makes 50 – 70% Gross Margin! Health Club Industry Experts - Consulting, Brokerage, Management
- 7. How will you market the program ? Market Program Launches to members, prospects and alumni members via email, posters, Facebook, club T.V.’s, newsletters, member referral incentives, program flyers, staff contests, lawn signs, etc. It is critical to re-launch your program at LEAST 6 times per year and preferably every 6 weeks to keep new members coming into it! Marketing focuses on RESULTS and has ONE goal: getting people to sign up for complimentary demo classes! Health Club Industry Experts - Consulting, Brokerage, Management
- 9. Testimonials are KING! Put testimonials in marketing! Participant testimonials from REAL people, and video is better than picture and print but both are good All instructors should be required to obtain written testimonials and VIDEO for each person in program using a scripted set of questions! Health Club Industry Experts - Consulting, Brokerage, Management
- 10. Health Club Industry Experts - Consulting, Brokerage, Management
- 11. How will you sell the program? “Sell” complimentary demo classes – include drawings for prizes for members who try class, trainers who teach classes and front desk staff for scheduling members in classes! Once program is going set-up referral incentives and tools for members to increase program participation in demo classes. Health Club Industry Experts - Consulting, Brokerage, Management
- 12. Effective Demo Classes The demo classes are pre-choreographed to highlight effective and fun programming and our CONSISTENT for ALL instructors! Instructors must be HIGHLY trained to deliver effective introduction and closing speech during these classes as these classes are in fact a sales presentation!! Should have two instructors for each class to insure members are serviced during and AFTER end of class! Health Club Industry Experts - Consulting, Brokerage, Management
- 13. Program Delivery and Management Must have dedicated program champion who is compensated and held accountable for the program! Develop specific timeline, tasks, and metrics for the program that spell out all the who, what, where, when and how’s! Allow time for effective promotion, development of marketing materials, and instructor training!! Health Club Industry Experts - Consulting, Brokerage, Management
- 14. Program Pro-forma P&L 1. All startup and variable costs need to be accounted for including payroll, equipment, marketing, sales commissions, training, etc. 2. Projected program sales and associated revenue. 3. A sheet that describes all assumptions and the specific logic used to generate the projected sales and revenue . Health Club Industry Experts - Consulting, Brokerage, Management
- 15. What should your club be earning? Initial goal is that at least 6-8% of your active members participate in 1.25 sessions per week of P.T. In addition you should shoot for at least an additional 2-4% of your active members doing 2 sessions per week of small group training. You need to have tracking systems to know these and other metrics! Health Club Industry Experts - Consulting, Brokerage, Management
- 16. Small Group Training Program Options 1. Fit-traxx – www.fit-traxx.com 2. TRX – www.trxtraining.com 3. Crossfit – www.crossfit.com 4. Gravity – www.efisportsmedicine.com 5. Power Plate – www.powerplate.com 6. Sproing – www.sproingfitness.com 7. ViPR – www.viprfit.com Health Club Industry Experts - Consulting, Brokerage, Management
- 17. What Is A 4-5 week group training program servicing 10-12 people simultaneously in 400-500 square feet Uses inexpensive equipment clubs already have: 8-35 lb hex dumbbells Physio-balls and Medicine Balls TRX Exercise Tubing Bosu ball Group weight training barbell sets (2-3 sets) Steps (3-4)
- 18. What is Sessions take place on specific days & times similar to group fitness A club program that can be marketed and promoted via every club department internally and externally Efficient method to train multiple clients in very little time and space Club product vs. Trainer Product Club can insert different trainers when necessary Members do not have to find the most experienced or elite trainer Consistent so members can switch times if necessary Simple sales process letting trainers train instead of sell
- 19. Feature/Benefit Checklist of FIT-traxx Pre-programmed workouts Safe, effective workout regardless of trainer 4-weeks of programming Participants avoid boredom, workout system, exercise adherence with a beginning and end 2 or 3 day per week programs at Members choose days and times that are convenient different times All exercises can be progressed All ability levels from beginner to athlete train at same or regressed quickly and easily time each achieving his own personal best Club product and not trainer Easily marketed and participants loyal to program and product not a specific trainer 10-12 participants per class Leverages trainers’ time along with less expensive for participants opening new markets 10 Program Launches per year Predictable, consistent revenue for club and trainers
- 20. Thank You for Attending this Presentation For more information on how to increase or start group training in your club contact: Greg Maurer – greg@maurer3.com Cell – 302-528-1660
Notes de l'éditeur
- Done properly small group training is the IDEAL value proposition because it provides all the accountability and results of supervised training with the cohesiveness of group exercise. At the same time clients pay less, trainers make more per session and can greatly increase their earning potential while the club also makes more revenue and profits – this is the IDEAL value scenario!
- This model works because it makes the organization accountable for actually producing client results – not selling them a membership which may or may not get them to where they want to go. This takes a real focus and a rethinking of how you are doing business at each level of your organization.
- Typically clubs sell “packages” of 5, 10, or some other number of sessions or a single program purchase of a fixed duration. There is nothing inherently wrong with this pricing model but there is another model you should consider when starting group training with is the EFT model where you sell a specific number of weekly or monthly sessions for a fixed monthly fee. When done correctly this model can be very attractive by allowing you to have consistent monthly income without the need to constantly resign members to programs or packages.
- Typically clubs sell “packages” of 5, 10, or some other number of sessions or a single program purchase of a fixed duration. There is nothing inherently wrong with this pricing model but there is another model you should consider when starting group training with is the EFT model where you sell a specific number of weekly or monthly sessions for a fixed monthly fee. When done correctly this model can be very attractive by allowing you to have consistent monthly income without the need to constantly resign members to programs or packages.
- Marketing strategy is to focus on results people want – NOT membership or discounts!
- The MOST effective marketing makes use of testimonials – for any program you launch you should always include some sort of measurement/evaluation pre and post program and take the time to get written AND video testimonials – they do NOT need to be perfect – people want to see REAL people telling REAL stories – this is what makes effective marketing
- This is Sample advertisement selling results and programming with a FREE membership so the focus is very different than your typical club advertisement focused on discounting enrollment fees and membership!
- As in membership NOBODY just walks up and buys!! So the first step is obtaining their commitment to attend a complimentary demo class then confirming the appointment to make sure they actually show up for the demo class THEN the demo class IS THE SALES presentation!
- Demo classes are ONLY for people who are NOT yet enrolled in the program, and the entire class is focused on this group and getting them to commit to a program!!!!
- NPP Strongly Recommends that every club create a detailed new program launch checklist that asks for all the important questions necessary to insure a successful program launch. In general most new programs require at least 3 months lead time and planning for successful execution.
- This is where the rubber meets the road and also where many clubs fail – all new programs need to include a detailed projected P and L that includes all assumptions, costs, and projected sales and revenue and this should be critically evaluated
- Active members are defined as members using the club at least 1 time per month (active users with less than one visit per week are excellent targets to market small group training to as a way of re-engaging them in the club for better results!). So if you have 1000 active members you should be doing at least 125 individual PT sessions per week with an additional 40 people doing two small group training sessions per week.
- You must involve the training and/or group exercise staff in the selection process because the instructors delivering the programming must believe in what they are doing for success! NPP highly suggests you consider existing program options rather than creating your own programs which are dependent on a single creative trainer/instructor because if that person leaves where is the club left? When you purchase a program from a company you lose your dependency on some individual or small group of individuals.
- To schedule a complimentary 1 hour phone consultation contact Greg or call New Paradigm directly at 800-840-0705.