Fitness, Business, Fitness Business, & Achieving Life Goals

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.

Personal Trainers, how many of you give public presentations? One of the best ways to reach your target audience is to present your ideas to them. If you are not getting your message out to them, how do you expect to be able to influence their lives in a positive way? Not everyone is going to knock on your door seeking your wisdom.

If you’re never presented in the past, how do you get started?
First determine what the message is you want to get out to people? What do feel strongly about? Let’s face it, we should all be health and wellness evangelists and get out to spread the gospel of fitness and activity. But what aspect in particular do you feel is your mission?

Next, who are the people that would most benefit from this message? Kids? Seniors? Families? Athletes? Where do they gather? Look in the yellow pages, in print and online. I can find churches, PTOs, Sports Booster clubs, Alumni Associations, Rotary Clubs, Elks Clubs, Chamber of Commerce, Public Library groups, etc. Anywhere people gather is a possible venue and this includes online social networks. Look up (often online) who the leader is and contact them either by phone or email and explain what it is you feel passionately about and why speaking to their group would be beneficial to them. Many will be happy to have you come speak to their group. Then what?

Ask how much time you will be allowed to present (shorter is better for your first presentations, i.e. 10-15min.). Arrange a mutually agreeable time/date that gives you plenty of time to prepare. And PREPARE!

This talk doesn’t have to have PowerPoint, projectors, laser pointers, or anything else other than your passion for the topic.

Script it! I don’t want you to get hung up on reading it or sounding like you’re reading it. But writing it all out helps you to think it though and remember the high points. Write it out numerous times.
It should:
State/give an example of a problem by telling stories about it that touch an emotional chord
State/give an example of a solution (even better if it’s a continuation of the initial stories)
Summarize problem and solution and how helping people achieve those results is what you do.
Finish with a call to action, the thing they need to do now. i.e. “Don’t wait until…Take that step now”. This can often be tagged with “I would be happy to talk to anyone further about this…. and can be contacted by…”
Now practice it, practice, practice, practice, to yourself, to your friends, to your dog.
Make sure you keep it to the allotted time. Show respect for their time.

Call to confirm your time/date as deadline gets closer.
Dress appropriately. (This is usually a slightly dressier version of what the group will wear. If you under or over dress they won’t feel you can relate to them.)
Get there early. Again, show respect for their time.
Don’t get nervous. Focus on how wonderful it is to be able to share your passion with those that can be helped by it and enjoy yourself.
Thank the group/organization for allowing you to speak.
Leave them topic information bullet sheet (not promotional material) with your contact information included.

Good luck, and ahem… as a business coach for Personal Trainers, I help trainers learn to reach their emotional and financial goals through helping others. If I can be of any help in getting you out there and in touch with your audience, please contact me at: mark@marknutting.com ;-)

In April, I’ll be presenting a webinar “Reaching Out to the Non-Exerciser” and this idea just struck me. First, it’s known that change requires two beliefs: “I CAN do it” and “It’s WORTH doing”. Most people know that getting in better shape would be a good thing. One problem lies in the perception of it being enormously difficult “I could never do what they do on the Biggest Loser.” and “Oh, that’s too much. It’s not worth it.” And there you have it. Certainly a big reason non-exercisers continuing to not engage in physical activity.

Now, how do we show them otherwise? PDA: Public Displays of Activity. Organize venues to show non-exercisers that they can do it. Hold PDA events in parks, malls, any large public place. Dance, move, play. Why do you think that Richard Simmons was able to get so many overweight people to get up and “Sweatin’ to the Oldies”? He made exercise safe, “do-able”, and fun. Don’t forget the fun.

Good luck. Please let me know if you hold one. I’ll help spread the word.

Oh, and get the press/media involved. You could even set it up like a flashmob.