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What are You Doing to Build Your Fitness Marketing Muscle?

What do you tell your clients about building muscle? What do you remind them week after week, month after month? That in order to continue growing and progressing, they have to constantly challenge their muscles and push themselves past their comfort zones. That they need to vary their strategies, protocols and tools so that they don’t plateau. Right? So let me ask you this: are you taking your own advice when it comes to your fitness marketing?

All of the techniques and training philosophies that we use to build physical muscle are applicable to building our business muscle. By that I mean our ability to continually grow our businesses and keep progressing to the next level.

Screen Shot 2014-09-17 at 10.27.15 PMSo today I want to apply some of the strategies we use inside the gym to building fitness marketing muscle.

#1 – Change it up before you level out.

If you use the same one or two fitness marketing “protocols’ all year long, you’re going to get stuck in a sales plateau. We change our training protocols according to our goals, the results we’re getting and even our schedules. Why would we not do the same for our sales and marketing efforts?

If your results are starting to level off, you’re already running behind schedule for changing things up. If you’ve been marketing in the same places (online or offline) for a while, start targeting new demographic groups or working with different social media platforms. Use the power of Facebook and focus more on your email list. Forget about getting more certifications in more specialties and become known for being the best at what you do in your community.

#2 – Use all of the equipment at your disposal instead of relying on one thing.

Most people have a tendency to like one way of training over another. There are people who will always prefer free weights and those that prefer machines. But in order to constantly progress, you have to learn to be comfortable with and maximize the potential of all of the equipment and also to be open to trying new things. In weight training, that might mean giving wide grips a try. In fitness marketing training, that might mean learning new techniques by trying new marketing programs and systems. It might mean finally getting around to putting out your own fitness info product or doing some marketing videos for YouTube. Continue reading

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How to Start a Fitness Boot Camp Business That Means Something in Your Community

Giving back to the community in which you do business is extremely important and fulfilling, and it’s one of the things that Fit Body Boot Camps are known for in their communities all around the US and Canada. But being a vital part of the community is also good business. I want to share a few things that will help you know how to start a fitness boot camp business that becomes a part of the community and why it’s so integral to your success.

First of all, people like to do business with “good people.” How many times has someone recommended a local business to you by telling you that they were good people? We like to spend our hard-earned money with people we think are decent and caring. We also like to spend our money with companies that are truly a part of the neighborhood.Screen Shot 2014-09-11 at 9.14.44 PM

Becoming a very active part of your community is one of the best marketing strategies you can employ. It gives you visibility and it builds trust and credibility.

So how do you do that? Here are a few really good ways.

Take Care of Your Clients

Your clients are the community members you spend the most time with and have the most influence on. They are your ambassadors to the neighborhood and you need to make sure that they have great things to say about you when they’re talking to their friends and neighbors.

The most important way to do that is to give them amazing results. Help them set their goals and then make good on your promise to get them there – and then some.

Make sure your clients know they are valued and that they’re important to you as people. Remember and celebrate their birthdays. Talk to them about how things are going and really listen to their answers. If they miss a few sessions, call and check on them.

Believe me, if you do these things, your clients will be talking about how you’re “good people.” Continue reading

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4 Important Things You Can Learn About How to Start a Boot Camp by Watching One Clip from Gym Rescue

Serving as the fitness marketing consultant on Gym Rescue was a lot of fun. It pulled me out of my comfort zone, allowed me to hang with some really great people and gave me an opportunity to help some gym owners who really needed it. Watching the show can also help new fitness entrepreneurs to avoid or correct mistakes that could cost them their businesses. Last week I uploaded a six-minute clip from one of the episodes and I realized that someone could learn a lot about how to start a boot camp just from watching that one six-minute video.

If you’re thinking about opening a fitness boot camp of your own, or even just a personal training business, go watch the clip. Then come back here so I can point out four really important lessons you can learn from that one short clip.

Lesson #1: Your job is to own the business, not to run it.Screen Shot 2014-09-09 at 9.01.53 PM

The gym owner in that episode was a great lady, but she was working her way right out of business. She was so caught up in the little day-to-day operations that she was neglecting the really important things. I see this all the time and it’s an easy trap to fall into. The problem is twofold: you become an employee of the business rather than its owner and you don’t spend your workday focused on building your business. Find and hire good trainers. Find and hire an assistant. Then spend your time marketing and promoting your business to the community.

Lesson #2: Less really can be more.

One of the things we did for this gym owner was completely empty her facility. She had spent a ton of money on dozens of pieces of weight-training equipment that wasn’t getting used and was taking up almost all of the space. She basically had a miniature gym that really wasn’t any different from every other gym in town, just smaller.

We set her up with functional resistance equipment that could do double or triple duty and cost a fraction of all those weight-training machines. Now, her clients have all the resistance equipment they need, but they also have space to work out. Before, she might have been able to train ten people at a time. Now she can train forty. That means more money. Continue reading

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Deal Of The Days Are Dead! Or Are they?

Guest Post by Jeff Sherman…

There are a lot of fitness business owners who say that deal of the days are dead or just don’t work anymore. They are right to a point…

You’re not going to sell 1200 Groupons in a week and have your phone ringing every 5 minutes like you used to 4 years ago.

But you can still get a steady stream of qualified leads and convert them to paying members on a consistent basis if you do it right.

Right now in my boot camp business, Groupon is a close second behind Facebook ads for short-term programs for generating leads and getting new members.

Screen Shot 2014-09-04 at 11.37.03 AMWe are getting 1-2 leads a day from Groupon and converting 27% of those into paying members. That ends up being about 28-30 prospects and 6-8 new paying members per month from Groupon alone! And the best part is it doesn’t cost me anything.

I have a very specific system that I use to consistently get those numbers and I am going to share with you step by step how to implement it.

I use this exact system for my short-term programs/promotions as well (Which is my #1 way of getting qualified leads).

After they come in for their first workout we give them a call to check in and see how everything went. We also offer them a free nutritional consultation and goal setting appointment.

Just by doing this one thing you will be setting yourself apart from 90% of the other programs out there. Most places never even sit down with their members to find out what their goals are let alone offer free nutrition consultations.

This for one, weeds out the people that just want a cheap workout or are deal hopping. Most of them won’t take the time to schedule the appointment.

After we go over the nutritional guidelines and establish a goal for them to reach during their trial membership we go over the options they have, if they were to join after the trial membership/groupon deal is finished. Continue reading

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Starting a Fitness Business That Sets You Apart From the Rest

There has never been a better time for starting a fitness business. Despite what you hear about the economy and people’s spending habits, I’ve never seen a time when people were more motivated to change their health and their bodies for good. Despite the fact that money is tight for a lot of people, they’re either dealing with health issues or worried about dealing with health issues related to poor diet and lack of exercise. These people are ready for change and willing to pay for it.

But that doesn’t mean that starting a fitness business will be equally successful no matter what kind of business you open. There are some real disadvantages to some of the other types of business that make starting a fitness boot camp a much better bet. But even if you’ve done your research and already decided on a fitness boot camp, you still need to stand out from the rest if you want to meet and even exceed your financial goals.

Why a Fitness Boot Camp is Your Best BetScreen Shot 2014-08-28 at 11.37.45 AM

There are so many reasons why a fitness boot camp is the best choice for your fitness business. From a business owner’s standpoint, they’re cheaper to run than a gym and typically more profitable. They have lower overhead and they cost less to set up. They’re also a very trendy way to work out, which makes them easier to sell.

From a trainer’s standpoint, you can train more people in a fitness boot camp setting than you ever could as a one-on-one personal trainer. That means you make more money in less time and you can do it with a minimal number of additional trainers as you grow. You help more people, make less money and spend less money.

Another important factor is that people are more educated about fitness these days. Not only have they already tried (and failed) at the gym, Zumba or Crossfit, but they know more about why those things failed. There are hundreds of fitness shows, magazines and websites out there that have taught people they need more intensity, more variation and more of a combination of resistance and cardio than they’re getting in a gym or aerobics class.

This means, again, that the fitness boot camp is an easier sell. Continue reading

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Why YOU Should Create a Fitness Information Product

DUH!…It’s SO obvious!

What do Joe DeFranco, Alwyn Cosgrove, Craig Ballantyne, Jason Ferruggia, Mike Boyle, Jim Smitty, Shawna Kaminski, Mike Whitfield, Maria Mountain, Joshua Carter, Vince DelMonte, Rick Kaselj and a host of other fitness pros just like them have in common?

They all have fitness information products that allow them to help more people worldwide… makes them more money… and positions them as authorities and experts in their respective niche markets.

But what makes these trainers and coaches industry experts?

Why is it that they make substantially more money than the average trainer?

Are they better coaches and trainers than you?Screen Shot 2014-08-27 at 8.20.49 AM

Or is it because they’re published experts and therefore command more money in person, reach more clients online, and are recognized as experts by virtue of their info products that has allowed others to access their knowledge and expertise?

If you’re a great fitness trainer, coach, diet or fat loss expert then you can reach the same level of success and financial security as the people I mentioned above – Click here to see how.

The secret is in productizing your knowledge and expertise and making it into an online fitness information product. Continue reading

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How Not to Be on Spike TV – Boot Camp Marketing That Means Business

Working as a fitness marketing consultant on Spike TV’s Gym Rescue series has been something of an eye-opener. No, I haven’t been hanging out with cool celebrities and I have decided to change careers. But I have realized that even though I’ve worked with a lot of different business owners in many different situations (both on the show and in my work), almost all of those situations can be traced back to a handful of boot camp marketing mistakes.

Even though I’ve addressed all kinds of variations on those mistakes several times and in several different ways, I want to give you my five rules for marketing your business – rules that, if you follow them, will help you to not be one of the struggling entrepreneurs on Gym Rescue.

Screen Shot 2014-08-25 at 9.41.21 PMRule # 1 – Do not try to copy everyone else’s success by being like everyone else.

That job is taken. They’re already doing it. If you want to succeed in your fitness business, you have to have the courage to be different, to try things no one else is doing. You can’t be afraid to break the rules when it comes to running your fitness business.

Rule #2 – If you’re not an authority in a specific niche, everybody is your competition.

You have to focus on doing one thing and doing it better than anyone else, or helping one group of people and doing it better than anyone else. Then you need to let people know that you are the expert in their area. Subject matter experts not only charge more and get it, but they market less and spend less money doing it. Do you want to compete with every single personal trainer and fitness boot camp in town or do you want to be in a class of one? Continue reading

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Becoming an Established Authority, Part 2 – Boot Camp Marketing on YouTube

Last week, I explained why establishing yourself as a local fitness authority can help you to grow your business beyond your dreams. Facebook is the new billboard and YouTube is the new TV – if you establish a reputation and following there, you’ll reap rewards beyond any other boot camp marketing results.

If you haven’t read Part 1 of this blog post on establishing yourself as an authority, you need to go do that before you take any of the steps I’m going to outline today. You may already be fairly active in marketing on Facebook, but you need to make sure that you’re set up and taking the steps I outlined in Part 1 before you move on to making yourself a local fitness authority on YouTube.

Screen Shot 2014-08-21 at 7.32.03 PMOnce you’ve followed the five simple steps in Part 1, here’s what you need to do.

If you’re following the steps I laid out for you in Part 1, you should be posting 3-5 times per week on the separate Facebook page you’ve set up for these purposes. Those 3-5 posts are all about the “what” of your business and your training:

-What awesome results your client is getting.

- What you eat for breakfast.

-What your motivational or inspirational message of the week is.

-What kind of workout you did this morning. Continue reading

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Next Level Personal Trainer Marketing – Becoming an Established Authority

One of the most important and impactful things that you can do for your business, no matter what business you’re in – is to become known as an expert in your field. I promise you that Dr. Oz is making a ton more money now that he’s on TV than he was as a surgeon. I personally know many people whose incomes have skyrocketed because of their YouTube popularity. Actually, I’m one of those people.

Becoming known as an expert in personal trainer marketing through YouTube, Facebook, seminars, webinars, press releases and so on is the reason why Spike TV asked me to come aboard for Gym Rescue. Believe it or not, they Googled fitness marketing expert and one of my YouTube videos popped up. YouTube established me as an expert to producers who needed one.

Screen Shot 2014-08-18 at 7.34.30 PMThat’s the thing; these days, being an expert on YouTube is just as good as being on NBC, if not better. On YouTube you can have complete control of your content, your mission, your direction and your schedule.

When you become known as an expert, you not only increase your visibility dramatically, you also increase your ability to close new clients in huge way. This is because your notoriety and your content have established that you know what you’re doing, built a type of virtual relationship with your prospect and actually drawn them to you and your business, rather than you pursuing them.

If you want to take your personal trainer marketing to a much higher level, you need to really focus on establishing yourself as a local expert in fitness. Don’t worry, it’s easier than you might think. It takes a little time and it does take consistency and commitment, but all you need to know is what to do with what you know and that’s what I’m about to share with you.

This post is actually going to be in two parts because your campaign to become a local expert and authority will have two core areas: Facebook and YouTube. In this post, I’m going to show you how to get started on your notoriety on Facebook. Next week, we’ll cover what you need to do on YouTube. Continue reading

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One of the Least-Used Fitness Marketing Tips for Getting More Clients

When something you’re doing isn’t working anymore, do something else. When things that worked last month or last year have stopped producing this year, move on to another strategy. This is especially true when it comes to your fitness marketing.

I talk all the time about the invaluable potential of Facebook marketing, the importance of getting out into your community and many other marketing tactics. But I want to share with you one really effective but seriously underutilized strategy for bringing in more clients. I and my mentoring clients have used it pretty regularly and with great success, without spending a dime on marketing materials. If there are some marketing campaigns that just aren’t performing for you right now, maybe you should switch one of them out for this one: Recycle old clients.Screen Shot 2014-08-14 at 1.44.08 PM

I know you’re focused almost 100% of the time on bringing in new clients, but you have a potential goldmine already stashed in your office somewhere. This is your list of clients who have left your fitness business. If you don’t have a list, make one. Then commit some time to calling these people up on the phone.

If the idea of calling someone who has “rejected” you makes you want to throw up, you need to look at things realistically rather than emotionally. Most people don’t quit a personal trainer, gym or fitness program because they were unhappy with their training. The majority quit for other reasons, like a new job that requires crazy hours, a new baby that takes up all their free time, a new house that is sucking up their budget and so on.

The fact is that if you’re giving your clients the best training and results you can, if you’re treating them well and being attentive, then probably very few of your “old” clients left because they didn’t like you and your business. So don’t be afraid to call them up. It’s no more difficult than overcoming objections during a sales presentation. In fact, it’s easier, because you already have some type of history with and knowledge of these prospects.

1 – Compile a list of all of the clients who were with you for at least a few weeks and then didn’t come back. On this list, make any notes you have from their sign-up paperwork that tells you what they’re goals were when they first came to you. Continue reading

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