I’m a fitness business expert, which means I help personal trainers and fitness coaches use their passion and purpose to get more clients, win their freedom, and of course make a bigger impact in their community through fitness and wellness.
This blog post is all about taking your one-on-one personal training business, and converting it to a group training, or boot camp business.
Let’s face it, the one-on-one personal training model is a great model –– and I’m a big fan of it. In fact, I used to own five one-on-one personal training studios.
The reality is that, even though I was making a lot of money, I was taking home a very tiny amount of it. Why? Because of all the employees I had who managed my one-on-one clients.
My profit margins were small because I had to have a lot of staff to offer one-on-one personal training to my clients. When I switched over to the group training model, and then ultimately to the boot camp model (where it was one-on-many), I was able to deliver similar results.
In fact, I was able to keep clients longer because the cost of personal training went from $600 to $800 a month, to right around $200 or less per month, which means more people in the community could afford my services.
You’re probably wondering, “How do I switch from one-on-one personal training to group training or boot camp without pissing off my clients,” right? Well, I got your answer for you right here.
It’s a simple process. Listen, people hate change. You know it, I know it. Everybody hates change.
What they do like is saving money. And they like something new, if it’s for a short period of time.
Here’s how you’re going to explain this to your clients.
You’re going to say, “Hey Mr. and Mrs. Jones, I found a better way to get you in faster shape. I’m going to get you in shape faster, more efficiently, and it’s going to cost you less. Best of all, we’re going to try it for the next 30 days.”
You want to introduce group training or boot camp as a temporary program at first. Then of course, they’re going to love it so much you’re going to want to keep it.
You’re going to go to all your clients, and you’re going to let them know either face-to-face, via an email, a text message, or a combination of everything.
For example, if you have a Facebook group for all your clients, you can make a really cool video. You can take your phone, go, “Hey guys, this is Bedros Keuilian and I want to give you a special message here today and the message is…” Boom. You can even do the same thing in an email.
The message is this: “Starting the first of the month, we’re going to switch to a new format and training. This is going to allow more time slots for clients who have different desires. Maybe they want to come in on the mornings on some days, and evenings on other days. This is going to reduce the cost of personal training. Best of all, it’s going to give you better results because you’re going to have a community and camaraderie with other members, and people to compete against in a positive way.”
That’s the message you’re going to deliver.
You’re going to say, “Moving forward, we’re going to switch from one-on-one personal training to group training (or boot camp). Folks, we’re only going to do this for the next 30 days because I want you to try it out, let me know what you think about it. If it’s something that we love and want to stick with, we will. If not, we’ll figure something else out.”
When you deliver the message that way, everybody is willing to listen to you and give you a chance on something that’s short-term.
Now of course, your job is to deliver such amazing boot camp workouts that they’re going to fall in love with it and never want to go back to one-on-one personal training.
The biggest benefit to you is that you’re going to be able to leverage time and money. You’re not going to burnout anymore.
You’re going to be able to scale your business faster, and increase your profits because you can train more people in the same amount of time. You can get your arms around more people where your marketing is concerned.
Because a lot more people can afford $150 to $200 a month, instead of $600 to $800 a month.
I used to have 12 to 15 personal trainers per gym, per personal training studio that I had. You can imagine my payroll, my overhead cost was through the roof.
Even though I was making a lot of money, I was hardly taking any of it home. At the end of the day, you want to have money and meaning –– and so, there’s no better way to train people in a group environment than a boot camp or a group training program.
To make that switch from one-on-one, you have to push that it’s a new and better way, and that they’re going to pay less, they’re going to get better results, and that we’re doing it for a short period of time.
But if they like the program, we’re going to stick with it and change the format.
Remember, your clients love you. They know that you’re the expert. They trust you, and so they put their health and fitness goals in your hands.
If you say this with passion, purpose, and authority, and just assume the sale, they will do it. If you ask for their permission, they’re going to start giving you some resistance and pushback.
Now, make no mistake about it, you are going to get some resistance and pushback from some clients, and they’re probably going to have to just detach and go and work with another personal trainer because they want to stick to one-on-one personal training.
However, most of your clients will convert to group training and boot camp. That’s going to open up more time for you to double, triple, quadruple the number of clients you have in your groups and your boot camps. And before you know it, you’re making more money while working less, and keeping more of that money for yourself and your family.
Committed to your success,