Create a Personal Training Gold Mine (nest egg) :Create a Personal Training Gold Mine (nest egg) Mark McKean Dip.T (HPE/Sc), CSCS, Level 2 ASCA, MAAESS, AEP,


Build your Golden Egg :Build your Golden Egg Ownership PT Staff Systems, Accountability & Responsibility Everyone for PT Income & Sales


Ownership :Ownership Why are you in this industry? You can make money from PT! You must take control


Why Are You in This Industry? :Why Are You in This Industry? Do you believe in the fitness industry being the answer to long term health? Do you want to create wealth? Do you love helping people? Do your staff and business match these goals? Do you pass on your philosophy in everything you do each day at work.


You can Make Money from PT :You can Make Money from PT PT can outsell memberships if you allow it to grow. Calculate membership for 12 months divided by 1 hr PT = how many sessions? Answer should roughly equal 10 x 1hr or 20x30min Is PT or membership under priced/under valued If you sell a pack of PT to every 12 month member you double your income


You Must Take Control :You Must Take Control PT will only succeed if you take control of the runaway train we call ‘PT’ Bring it in house Control the product and the income Get back control of your customer base


PT Staff :PT Staff Employment Style Inductions Ongoing Training Assessing Decisions on Retaining Staff


PT Employment Styles :PT Employment Styles As far as i am concerned there is only one type of PT employment that will build your business a Golden Egg You must employ them, train them, nurture them, hold them accountable and get rid of them if they don’t do the job Clients must be loyal to your business not the trainer


PT Income Comparison -38 hrs per week :PT Income Comparison -38 hrs per week Employed Wages = $750 Work 38hrs @ 75% efficiency 28.5 hrs x $75/hr= $2137.50 income Upsells after bonuses paid $150 ($200-$50) Time required to monitor = 4 hrs @ $100/hr Profit = $1137.50/week Value to business and member retention = $? Contractor/Rental Rent income = $300 Wages saved by renter doing 10hrs PT FREE for business= $200 Total income + savings= $500 Value to business and member retention= -$ Have not included insurances, marketing, training etc as these would be included for both styles in most cases


Inductions :Inductions Spend the time to prepare each new trainer for your business Philosophy, programs, equipment, services, group fitness, management team, protocols NO Induction = NO Expectations Fitlink ‘FACE the FACTS’ Exam – are your new staff up to scratch?


Ongoing Training :Ongoing Training Invest time in regular staff meeting and staff training. I recommend weekly regardless of how good staff are. Set agendas for every meeting and allow staff input Set a training agenda over each annual quarter and allow staff input Training is based on achieving targets


Assessing Staff :Assessing Staff Assess all staff at least quarterly Mentor those who need extra help either by yourself or use other PT’s who have those required skills Determine assessment tools and methods in advance and let staff know what is involved and what happens ‘IF’ Assess – Training knowledge & skills, admin, accounting, achieving targets, results of clients, phone and follow up skills, Whatever you think is important


Decisions on Retaining Staff :Decisions on Retaining Staff Retention/letting go of staff should only be decided after you have Assessed, provided additional training and upskilling, set a period of time to allow for an improved performance, meetings to discuss this process and timely notice of the end result if things don’t change. This must become more objective and process based Business often retain the wrong staff for the wrong reasons They are a nice person, i know their father, they mean well, members like them, they try hard.......


Systems, Accountability & Responsibility :Systems, Accountability & Responsibility Systems and Policies ‘Living Documents’ Tracking & Monitoring Reporting


Systems & Policies :Systems & Policies Develop sound systems and polices and document them for all staff Create them over time or spend a few weeks working on them full time Creates a standard Train staff and educate them on these policies New staff all get a copy Keep copies in key areas for easy access


“Living Documents” :“Living Documents” All policy documents must be a ‘Living Document’ If a change is required it must come through proven practice, staff training sessions, need for change, or a new approach. Who is responsible for the update and how is it passed on to staff and what are the consequences of each new change ‘New Policy created – Manuals updated – Staff retrained’


Tracking & Monitoring :Tracking & Monitoring Manager/PT coordinator responsible for Client results – all reviews handed in Client accounts – overviews only Client services – provision of PT PT skills and output towards targets PT’s responsible for Client records – updated as required Client training – on time and results based Client payments and invoices – always up to date Client results from training – assessing often Achieving PT targets – as per business goals


Reporting :Reporting Weekly reports on sessions completed Efficiency report on time used Income for wages calculations Income produced against cost of labour Client payments made and owing Bookings for next week in advance Up-sells completed Growth for each trainer in sessions and income


Slide 19:Monthly reports Retention rates Target achievement record Reminders on whether PT’s are following up on clients and doing what they are required for each member in terms of fulfilling their contracts Reports which show how the facility is being utilised by time of day/day of week/type of client. This can be used as a basis for chasing clients who disappear off the radar and are likely to be lost as soon as their contract ends, as well as determine slack periods of the day/week where marketing can be effective in filled gaps


Slide 20:Contributions reports where the net sale is displayed (after deduction of all known costs) e.g.. commission, contract payments, products etc....


Everyone for PT :Everyone for PT Every member can do PT Every program must include PT Every sale must have a PT inclusion Every staff member must endorse PT Your business image must support PT


Every Member can do PT :Every Member can do PT Your business goal should be to upsell an additional PT service to every member 4 times per year Every member needs PT – can you find out what they need and can you train trainers to use those same skills


Every Program must include PT :Every Program must include PT Every member should have PT inclusive of their membership Start up options Service options Re-assess options Every membership should include PT and have options for at least 2 levels of PT in the package Start up – quick start for experienced clients or cheap start up against Results start up with assess, program instruction and 10 week review. Service options – new program monthly or quarterly Re-assess monthly or quarterly


Every Sale must have PT :Every Sale must have PT Sales team must learn to add PT to every sale in some form At start up, more assessments or reviews Into group PT programs like bootcamp, weightloss or Pilates Trial packs of PT Results based membership packages Web based access for client to results, bookings, off site nutrition info and programs Selling only a base membership should be banned


Staff Must Endorse PT :Staff Must Endorse PT Every staff member must know the benefits of PT ,what it can do and why every client should do it Every comment made by staff in every situation must support the PT philosophy even if not sales driven Clients who get great results from PT must be promoted


Your Business Image & PT :Your Business Image & PT Does your business image support results based program and PT? What is your business image telling potential clients? What do your staff say when they are not speaking? What are your sales team really selling? What is your product?


Income & Sales :Income & Sales Pro-Active Income/Sales Re-Active Income/Sales Passive Income/Sales


Pro-Active Income/Sales :Pro-Active Income/Sales PT’s must ask for more business Clients will pay for extra services if the trainers asks at the appropriate time - programs, assessments, reviews, food plans, supplements etc Clients will do more if the right option is offered- bootcamp, pilates, weightloss, lectures series, life coaching, nutritional planning, group sessions which can be more affordable to those wanting to use a trainer on top of one-on-one PT sessions


Slide 29:DON’T do FREE PT – do a FREE interview and sample session lasting no longer than 30 min. Referrals to other team members who specialise in some area – e.g. boxing, running, karate, self defence. It is better to keep a client in your business by changing trainers than lose them to another business. Sell RESULTS not PT packs


Re-Active Income/Sales :Re-Active Income/Sales All PT’s should know their clients routines in advance Upsell on special occasions or events as they come up Do PT intensive prior to weddings, holidays etc Do PT intensives after time off, holidays, injury Sell a RESULT if nothing has changed rather than another PT pack Increase frequency over short period to accelerate results – call them ‘ 4 week intensives’


Passive Income/Sales :Passive Income/Sales Some software can help create passive income and make income automatic Web based software - Online training Clients being able to review assessment data online at anytime they wish Create and manage appointments and bookings Feed in diet info and get auto results of nutrition and calorie details Set up chats or blogs for your clients Download and print new programs from trainers anywhere in the world Supplements/books/training products can all be sold online


Slide 32:Automatic renewal of PT contracts or have them on DD This makes it less of a sale each time they finish their pack If you do sell PT packs - Sell them as a payment plan every 10 weeks and not a training plan. Commit them to 12 months but allow them to pay every 10 weeks. Newsletter subscriptions


Conclusion :Conclusion Focus on PT and make it the life of your business Live PT every minute of the working day Employ and nurture great staff “Would you like ‘PT’ with that” Get Results with PT and retain more members Create opportunities for extra income from PT


Mark McKean :Mark McKean PT Business Consulting Email - mark@markmckean.com Web - www.markmckean.com Intellifitness Software Email - mark.mckean@intellifitness.com Web - www.intellifitness.com Phone - +61 7 54792419 Mobile - +61 403 353470