Fitness, Business, Fitness Business, & Achieving Life Goals

I just finished reading The Long Tail, Why the Future of Business is Selling Less of More. Having read the phrase “The Long Tail” in various blogs and postings, and never quite catching the full meaning, I was curious. Come to find out that it’s a very interesting phenomenom that I will attempt to explain here.

In a nutshell, it’s the idea that anything produced has hits, very popular big sellers, then some medium sellers, dropping off to nothing. In the physical world there are limitations that don’t allow for anything less than big sellers. You may not be able to find that book you wanted in the bookstore because they can only carry so many titles. The same holds true for music stores, video stores, etc. there is a limit to the available shelfspace. So, we have been only able to get what is relatively mainstream. Well, the times they are a changin’.

The Long Tail is the trickling down of volume of items to be consumed and yet still being available to all.

The Long Tail: Green = what was traditionally available, Yellow = what is now, additionally available.

Three factors have come into play that have allowed us to have greater access to whatever we want:

1) Anyone can produce. Videos, blogs, newsletters, music, etc. are now so easy to produce and store digitally, anyone can do it. It doesn’t have to appeal to everyone and be a hit. It is about the specialties, the niches.

2) Easy means of distribution. Upload your videos, music, ebooks, etc. to the internet for the world to find.

3) Connecting the supply and demand. Through search engines like google.com, commercial sites like amazon.com, and various auction sites like ebay.com, the public can find items in whatever niche they choose. It doesn’t matter how obscure, if the owner/producer is putting it out there to be found, it can be found.

Chris Anderson, author of The Long Tail, posted a great example of how Netflix utilizes the long tail of video. Read here: Long Tail 

So what does this mean for us in the health and fitness world? Do we have a long tail of opportunity? There definately is. No longer do we have produce hits to be able to get our workout videos to those that want them, or educational videos, ebooks, newsletters, blogs, class playlists, etc. Niches make their mark in the long tail. There are even storefront services that help you create your virtual store such as Yahoo Stores or kickstartcart.com/ .

Be a niche and find your market in the long tail of fitness products.

Good luck and best wishes, Mark.

For many Personal Trainers and Health Club Membership staff, the act of “selling” is not a pleasant thing. It brings to mind used car salesmen and telemarketers and aren’t we above that? Even the business phrase that is so commonly used of “closing the sale” sounds like once you get “the sale” you close a door or slam a lid on the person that just purchased. Why should we have to degrade ourselves to beg for business? We’re good, and if someone wants us, they know we’re here, right? AAANNNGH! (loud buzzer noise) Wrong-o.

Now, some will approach us about our services, but that takes courage on their part. So many people are intimidated by health clubs, exercise classes, and Personal Trainers and will never be the one to initiate joining or taking part.

We need to shift our thinking about sales.

First, let’s forget about “closing the sale”. Instead we should be thinking about “opening a relationship”. Because, that’s what we’re doing. We are creating ongoing trust, understanding, and a joint effort to help them reach their goals.

Second, when you ask for a “sale”, what you’re really doing is, after having listened to their goals and issues, making a recommendation to the best course of action to reach their goals. “Based on what you said, this, this, and this, I recommend that you sign up for yada, yada package, because it will allow us to handle those issues and get you to your goal safer and faster. how does that sound to you?” Wait for them to reply. You have just offered them something wonderful, and if you didn’t ask would they be as likely to reach their goals. They would miss out on a chance to better the quality of their lives. Why would we not want to offer that?

Third, (back to the first) once they agree to the course of action that you recommended, you can begin a relationship that will help them through this journey.

That just makes me feel all warm inside.

I recently finished listening to the audiobook version of Free: The Future of a Radical Price by Chris Anderson. It has some very interesting ideas on how and why things can and should be free.

Of course, most things free (other than information) have an associated product or service that is paid for. i.e. early Gillette razors were given away knowing that it would create a long-term razor blade customer. Apps and computer programs may offer a free version and charge for an upgraded, more expansive version.

Is there a “free” in the health clubs in the future? This came to mind as I was writing this. What if we offered free “off-peak” hours( say 1-3pm). It might get people to come in and try the club. They may then realize they want the availability of greater hours and services and upgrade to a full membership.

How else could free work? What are your thoughts?

Personal Trainers tend to make their living session-to-session. Sessions with clients, opportunities to help others achieve their goals, is what we live for. I can’t imagine a day when I’m not doing at least some personal training. But, from a financial standpoint, is that all there is for us? How can we make enough of an income to live the life we wish?

1) Increase income per session: by this I don’t simply mean charge more (unless you’re undercharging, a topic for another time), but offer different packages that allow you to make more per hour.

     a) Train small groups -generally 2-6 people. A great option for clients because it can be more social, have more accountability, and a lower price than one-on-one training. Greater income for you because they typically pay 60% or more of the one-on-one price (>=120%/hr)

     b) Run Boot Camps and other group classes – Another group option for clients. Even though it has less personal attention, it’s still more social, has great accountability, and with a group exercise kind of price. Because of the numbers in a class setting, Personal Trainers can potentially make their highest per hour income here.

     c) Train 1/2 hr sessions (or less) – they should be roughly 60% or more of the hourly (=120%+/hr)

     d) Run specialty programs – you can charge more when highly specialized i.e. healthy back program

2) Selling products

     a) Equipment – You may choose to offer small equipment to clients (i.e. tubing, bands, medballs, etc.), but I find it hard to sell these with anything more than the slightest markup. Your clients can easily get them on the internet and I’d rather not have to stock them. A better plan is to become an affiliate of equipment providers. i.e. I’m an affiliate of http://perfombetter.com First, I really love the company (that’s very important to me) I can give my client a link, they can order what they want, and I get a nominal kickback. I’m not making much with this, but with minimal effort, a little money better than nothing.

     b) Supplements – Again, how much stock do you want to handle and how much of a markup will you be able set? There are affiliate programs here as well, or you can seek out wholesale vendors and purchase in bulk. If you choose to stock supplements, stick with a few select products that you believe in. I would go with the immediate consumption type: energy, meal replacement, and recovery bars and pre-prepared drinks.

     c) Informational – Ah, here’s where I think the real opportunity lies. This includes writing books, educational and exercise dvds, recorded teleseminars/webinars, etc. Anytime you do a presentation, record it and it becomes a future product for you (just make sure it’s OK with the venue organizer). Once these products are created, they are a great way to supplement your income.

I’m sure I’m missing a couple of things. Please feel free to add to the list. The point is, there are many ways we can enhance our income while still being able to do what we love, help our clients reach their goals.

Best wishes, Mark

First, we cannot change anyone. We can help people that want to change. We can be facilitators in the process of change. But, nothing we we do will make any difference if the individual doesn’t want to change. (Actually, that’s not completely true. But that’s a post for another time.)

That said, I’m constantly looking for ways to help individuals or groups of individuals make positives changes in their lives. I spend a great deal of time wondering how we, as an industry, can have a greater impact on the obesity epidemic. Why do people continue behaviors that they know are harming them? It’s not a lack of information. Look at cigarette smoking. The warnings are right there on the package. They know its unhealthy. People also know that being obese is a danger to their health. There are many other forces at work here… inherent, cultural forces that need to be our real targets. I don’t have the answers yet, but I’m starting to form some ideas. Join me in changing our society. I’d love to hear your thoughts.

Best wishes, Mark Nutting

P.S. Here are my two favorite books on changing behaviors. *Warning, it’s difficult to read these and not get motivated to change the world.

Influencer: The Power to Change Anything

Switch: How to Change Things When Change Is Hard

“The more I learn, the more I realize I don’t know.” – Albert Einstein

I was thinking about this, one of my favorite quotes, as I drove to a fitness industry conference, listening to an audio book on innovative business ideas, to present a session on creating brain fitness programs. I love it. I can’t seems to feed my brain enough.

While I enjoy learning almost anything, I try to focus on things and areas that help me help others. This includes the newest health, fitness, conditioning information, the psychological aspects of changing behaviors, and how to build my business. The more I know, the more valuable I am to my clients, the more they will succeed, the more they will help me gain new clients, the more I can help more people, and the cycle goes on.

Your continued education is worth investing in. I typically spend thousands of dollars each year on clinics, conferences, books, etc. This is an investment in your self and your business that you can’t afford to not make. Even if you feel you don’t have the money to invest right now, go to the library and read, check out information on the internet (alltop.com is a great place to start), but feed your head and then put it into practice.

Learning new information should be a priority in your business and personal life. It’s how we move forward, how we evolve. What was the last thing you learned that helped you help others or that you just enjoyed? What’s the next thing you want to learn?

Alright, I admit it. Part of me just wanted to use meme in a sentence. While I’ve heard the term before, I didn’t really know what it was. As I was looking through some videos on ted.com (love those), I came across a video by Susan Blackmore on Memes and Temes that helped me understand better.

Memes (pronounced meems) are, to quote Wikipedia, are “cultural ideas, symbols or practices, which can be transmitted from one mind to another through writing, speech, gestures, rituals or other imitable phenomena.”  Huh? Yeah, I know. Memes are evolved ideas/beliefs, copied with variation and passed on. They’re sort of ideas that mutate.

So what’s that got to do with Personal Training? Well, think of the fitness beliefs out there in the fitness world. How have ideas evolved… or not evolved? What beliefs do we hold on to that we might need to let go of to let the next generation come in? Less calories equals weight loss… long slow cardio for weight loss… etc. As they say, nothing is permanent but change. Evolve from the old and look for the new truths/ideas. Be open to them. Adopt those ideas. Adapt them for you and your clients and spread them like a virus. Be part of the evolution of the industry.

This past Saturday I taught a 7am Group Centergy class (a BTS yoga, pilates hybrid class) at the club and as we sat up after the savasana/rest at the end, I could see how calm, relaxed, and good they felt to have gone through the class. I did too. It brought to mind that I think we too often forget that clients can and should feel really good about the workouts they just had. Not just a state of euphoria (’cause that doesn’t always happen), but about their accomplishments. I also think it’s our job to help them acknowledge that positive feeling. Ask them how they feel. Point out how hard they worked, what they’re accomplishing every time they come in and push themselves. In fact, if they don’t seem to be appreciating it you can suggest to them how they should feel and why. Then ask them again, “Do you feel good about the things that you’re doing for yourself (and possibly their family) by coming in here and doing what it takes to change your life?” You’ll be surprised how much that little wrap up/summary can have on their attitude for the day, not to mention how much more enthusiasm they’ll have to come in for the next workout.

New game show? Nope, it’s the critical biz question you have to ask yourself. The fear of cutting out potential clients causes Trainers to say, “I can train anyone”. Maybe you can, BUT, when you say I can train anyone you’re also saying that you specialize in nothing. If someone has a special need (and everyone believes they do) they want someone that is exceptional in that area to help them. They will look for specialists, not generalists and you will get left out in the cold. Of course, that doesn’t mean you can’t train others, but you want to lay claim to only specializing in a couple of things at most.

In example, I have been a Personal Trainer for 30 years. I have certifications in many different areas. I CAN train people for almost any need. My claimed specialty niches are Post-Rehab Conditioning and Brain Fitness. I have had weight loss listed as a specialty and I’m going to even drop that because, let’s face it, what Trainer doesn’t say they’re a weight loss specialist. So, nobody is special.

Thinking that you are losing business because you name a specialty couldn’t be further from the truth. You are, in fact, giving people a reason to choose (and refer) you above others. So go on and Name Your Niche!

We all reach points in our lives when we need to make choices in the direction our lives will take. Sometimes it’s an easy choice and other times we reach that crossroad unsure of which path is the correct one. Or you feel that the way that you really want to go is a risky, rough terrain that could leave back where started.  The other path is flat, safe, and will keep you in the predictable direction of your current life. Which way do you go?

The thing about forks in the road is that there is usually a sign post that tells you what lies at the end of the road. It would be highly unlikely that they end up in the same place. So the question is more, “Where do you want to go?” Who cares if you travel safely if it doesn’t get you where you want to be?

Take the risky road if it will lead you to your dream. It could be easier than you imagined and the worst that could happen is that you have to start again. And each time you fail, you learn how you can do it better next time, taking you closer to your goal. The alternative is a life uninspired and unfulfilled.

I recently reached one of those forks myself, stay on the same path and be safe or take the road less travelled with uncertain results. After 6.5 years as the Fitness Director at Saco Sport & Fitness I have resigned and left that position in pursuit of more writing, coaching, and consulting opportunities. I’m not guaranteed success, but it’ll be an exciting ride and to do less would keep me from reaching my potential. I couldn’t do that.

What’s your destination? Will your road take you there? Be brave and choose the path to your dream.

Best wishes, Mark Nutting

Note* part of my personal/professional “restructuring” is to separate my blogs. http://marknutting.com will continue as a Business of Personal Training site. My fitness blogging will continue at two other sites Ensemble Fitness Club and Guiding Stars. Please join me there for more health and fitness posts.