Art's Blog

Bet the Farm...

Are you programmed to fail? 

Most of us are.  Right from childhood.  Almost immediately we're taught to conform.   Eat 3 meals a day.  Walk, don't run.  Don't get too close the edge. 

Before we're even a year old we learn that to ignore the word "NO" has some serious consequences. The public school system totally indoctrinates us to the world of conformity and playing it "safe." 

It's a "herd mentality." 

In Corporate America, this "behavioral programming" typically leads to a middle management position where some type of ass-kissing dictates a person's position in the company.  It's all about CONFORMING and POLITICAL CORRECTNESS.

This brings me to Fitness Professionals.  They are just different.  Most are true entrepreneurs who, from day one, were somehow self-programmed to SUCCEED. 

Perhaps I'm talking about you.

Yes, you learned to walk by falling down... alot!  You burned your fingers on the stove despite Mom's warnings.  Instead of ass-kissing... you probably got your ass kicked for being a smart ass!  And, of course, Corporate America never appealed to you whatsoever.  That's why you're a small business owner.

As a marketing consultant for more than 30 years, I've had the good fortune of working with large corporate clients as well as entrepreneurial start-ups. 

In this economic downturn.... I'll bet the farm on the entrepreneurs!

www.privatelabelfitness.com

Show Me the Money... by Art Rothafel

HOLY COW!  I just went to YouTube and searched for video on "branding."   

Try it yourself!

I can not believe how many people honestly think they are experts.  What a bunch of crap!

First off, some of these idiots don't look like they've even graduated from high school, much less had any real world experience at branding.

But, since they built slick-looking Wordpress sites, learned SEO and created a couple of videos (that get good Google rankings) they now think they are personal branding experts!   Gag...!  

Oh yes... they make the point that they are the "new economy underground marketing experts."  The "hipsters" of the internet!

From now on, I am going to demand that all so-called branding experts show me some accomplishments beyond their Google rankings.  I want verifiable proof of:

• Whatever it is that qualifies them to declare themselves "branding experts!"

• Multiple examples that showcase their branding portfolio/campaigns and expertise

• Brand extension spread cohesively across multiple products (digital and/or physical) and inhouse ID packages

• Testimonials from actual and verifiable satisfied clients (other than their 12-year old buddies who also claim to be marketing experts)!!!

I have a sneaking hunch some of these marketing experts are working out of their college dorms. 

In the words of Jerry Maguire, "Show me the money!"

Is It Big Enough? by Art Rothafel

Got your own brand?  You should.  If you're pumping products for someone else in today's environment... well, that's just plain nuts.  With your own brand of products and services....

• YOU CONTROL THE PRICE
• YOU CONTROL THE TERRITORY
• YOU ELIMINATE COMPETITION
• YOU BUILD RECURRING INCOME
• YOU HAVE THE WORLD...!

Just take 5 minutes to watch this forward-thinking video and then think about YOUR UNIQUE BRAND and just how FAR it might REACH... and just how BIG it could become...  It's all about your "World View."  Is it BIG enough?

Remember, BRANDING BUILDS PROFITS!

Save $12,499 - Free Mastermind Seminar ... by Art Rothafel

Catchy headline, right?  It's part of what I just learned.

I was recently invited, for free, to a 2-day Internet Marketing Mastermind Conference hosted by an acquaintance who sees potential in our business model. 

I couldn't go. 

But, the host provided me with the videos, conference materials and attendee roster.   Each of the 23 attendees paid $12,499!  These were very serious and committed people.

An incredible amount of information was conveyed.  And, it was top quality both in substance and in presentation.  In fact, my eyes are still rolling and I think my brain might be bleeding as I process this mother lode  - of which I'm bound by a confidentiality agreement NOT to pass along. 

But here's one thing I can tell you.

If you're thinking about pursuing internet marketing... please heed this advice. 

Unless you're willing to pretty much give up training and devote yourself full-time to web-based marketing.... you could possibly become unfocused in your current business and rapidly find yourself upside-down in both your personal and professional life. 

Now, don't get me wrong... 

There are exceptions and I don't want to be a naysayer.  Plus, as you know, I'm a HUGE advocate of internet marketing.  But here are just two things you should know before you decide to jump headlong into the game.

• Internet marketing at the high income level is absolutely INTENSE!   And, if you think your fitness business is competitive... you ain't seen nothing!  Wait til you compete with other internet marketers who live in the 24/7 world of titles, descriptions, long tail key words, interactive blogs, flash, streaming video, pod casts, squeeze pages, tower pages, affiliate marketing blitzes, pay-per-click, etc.  Not to mention the back-end infrastructure to support it all.

• Most internet marketers are NOT selling hard goods.  Instead, they are selling "digital" products such as e-books, video instruction, audio downloads, membership websites, website development contracts, blog development contracts, sales and marketing systems and online coaching as well as seminars, in-person coaching and, yes, super secret Mastermind Sessions held in far off mysterious locations -- on how to become an internet marketer!

So, if you're interested in generating additional income with multiple profit centers without having to live on the internet, here are 5 tips:

• Stick with what you know.  Fitness products.
• Stick with hard goods like the ones we offer as well as home equipment
• Private-label your repeat-purchase products to protect your pricing, increase loyalty and protect your territories
• Continue to public speak and promote your business and products
• Motivate and convert your clients and members into your own brand evangelists!

There.  You just saved $12,499!

For All You Recurring Income, Residual Revenue and Continuity Enthusiasts... by Art Rothafel

Oops!  We just produced these two short, little videos to demonstrate the POWER of repeat purchase products sold under your own brand.  I was supposed to post them here, first.  But, we had some trouble with our blog, so here they are now.  Click here for even more free stuff.

Video #1  Recurring Income

Video #2  Converting Clients Into Sales Advocates

Michael Jackson, Farrah Fawcett - Too Young... By Art Rothafel

Rare that two super-stars might pass away on the same day and so prematurely.   Our sympathies to families, friends and fans.

Here's the USA Today Obituary for Jackson

Here's the Hollywood Reporter for Fawcett

YOU Could Be the Next "BIG THING!" by Art Rothafel

What do Tiger Woods, Mary Kay and Amway have in common?  Private-label products.  Yes, I know.... they're big and can afford to do all kinds of things.

But think about this.  When you attend almost any kind of motivational or training seminar what do you see?  You're right.  Private-label, branded products from the speaker or organization. Typically it's books, CDs and DVDs. And, these guys aren't so big... but, they create multiple profit centers through branded product sales... right?

Are Your Lights On?

So... What about you? 

• Do you network? 
• Do you public speak? 
• Do you have a following of clients?  

If you're a successful fitness professional you do.

Over the years, hundreds of fitness professionals have told me that their epiphany came when they asked themselves this simple question: 

"Am I creating, building and projecting a
branded business for myself or someone else?"

Yes... that's the first question.  But, now, here's the second question:

The Second Question To Ask About YOUR Success

here's the second question that just might lead to yet another epiphany:

Are your clients and members simply clients and members?  OR, could they also be the absolute BEST SALES PEOPLE FOR YOUR BRANDED PRODUCTS? 

Doesn't each client and member have a circle of friends, co-workers and family members who all have their own circles and belong to various groups and organizations....  all of whom could benefit from your branded products and services.

With this kind of brand exposure you could be the NEXT BIG THING!

Next blog... I'll share the incredible things I'm learning from a 24-year old marketing phenom.

Branding Builds Profits

Are You the Lead Dog? .... by Art Rothafel

Old business adage:  "Unless you're the lead dog... the view never changes!"

You get the idea.  In the business world there are "followers" and there are "leaders."  The followers simply punch the clock, do as little as possible and attempt to stay invisible. 

Meanwhile, leaders seek new challenges, provide solutions and always put in the extra effort.  It's a mindset.

This really struck me the other day when I spoke with Joe Deangelis, an industry veteran and owner of Flex Family Fitness in NJ.   Joe is a Lead Dog!  His marketing creativity is just one reason.  Here's his example as well as a few others:

• Joe already generates new profits by selling his private-label supplement line in his club.  But he didn't simply stop at the obvious.  Joe negotiated with a health food store to carry his branded line of supplements.  And, here's the twist (value proposition).  Customers who purchase Joe's products at the health food store get a free guest pass to his club as well as a free session.  Talk about qualified leads!   Brilliant!

• Joyce Ellen is another lead dog trainer who recently used the Daily Journal as a high school fund raiser.  She convinced her school board that instead of sending the students out to sell candy, cookies and other non-healthy items, they should sell the Daily Journal, with the school's mascot on the cover.   Each one was sold for $25.00 each.  It was positioned as the "healthy alternative" with the her business card inside!  Joyce made money and gained more clients than she could handle.

• We know of at least 3 professional sports trainers who are selling their private-label products (Journals,  Supplements and Menu Planning) into professional sports team training camps.  This is a highly lucrative, repeat purchase market.  Definitely, lead dogs!  (FYI - many sports professionals endorse other products... but actually use ours for themselves!)
  

• And today, I received a huge order from a young trainer who is using all of our products under his private-label to start his own affiliate/continuity and multi-level marketing programs.  He's recruiting online, but is also attending chamber of commerce mixers, networking meetings, conducting weight-management seminars, etc., and recruiting other sales people to sell his product line.   Talk about extra effort... but it's going to pay-off big-time!

This is the HUGE of ADVANTAGE of carrying your own line of private-label products.  It can turn into a huge, revenue-generating business opportunity! 

So, to all you Lead Dogs.... enjoy the view!

Am I Rich... yet? by Art Rothafel

I've been working on the PLF website so I'm pretty much handcuffed to a computer all day.  As such, I've been checking my e-mail quite frequently.  Jeeezzzzz..... I must get more than 100 e-mails a day from gurus who want to tell me how to get rich!  

Yup... from fitness and real estate to investing and internet affiliate schemes.  Do you receive these e-mails, too?

This video sums it all up!

What if You Were a Rocker? ... by Art Rothafel

Talk about a changing marketplace...  How about the music business?

Back in the "day" musicians (who are similar to fit pros in their passion for their craft) typically formed local bands, became hometown heroes and moved to NY, LA or Nashville in hopes of being "discovered."  And, if the dreams came true, the musicians would release a record (vinyl, later a CD) make a video and hit the road performing concerts.  As a result, they would earn a percentage of sales (residuals) on records/CDs, radio play and merchandise.  All of it controlled by the record company.

Then came the internet.  Everything changed from ownership and royalties to distribution and marketing.  Changes in the market literally turned the music business upside down.

What's my point?

That fitness professionals, just like musicians, must continually monitor the marketplace.  Change is taking place before our very eyes.  Look at the success of bootcamps.  Look at fitness phone coaching.  Even our MediCorp MAP website is way ahead of projections. 

The old business model of just selling memberships and/or personal training sessions is becoming less relevant.  More and more the industry is changing its value-proposition by offering all kinds of new services.  Distribution is changing through web-based programs and coaching.  Even the smallest clubs, studios and PT businesses are marketing as well as, if not better than, the big boys with branding, private-label product offerings, community outreach and even web-based social networks for their members/clients.

And, while the industry has not been turned upside-down, there is, no doubt, more change to come.  Just ask a musician.

You're Richer Than You Think.... by Art Rothafel

Did you make a dollar today?  Yes, one $1.00?    If so, you're better off than some of most highly regarded companies in the world.  For example, as of February 9, 2009 your business is more healthy than:

• Chrysler - about 55,000 employees - going Chapter 11
• GM:  On the brink of Chapter 11
• RiteAid:  about 100,000 employees; 1-year price decline: 92%
• Dollar Thrifty Automotive Group:  about 7,000 employees; stock down 95%
• Block Buster: about 100,000 employees; 1-year price decline: 92%
• Krispy Kreme: about 4,000 employees; stock down 50%

How about some banks.  Here are bank failures for just 2009:

1.America West Bank, Layton, UT May 1, 2009
2.Citizens Community Bank, Ridgewood, NJ May 1, 2009
3.Silverton Bank, N.A., Atlanta, GA May 1, 2009
4. First Bank of Idaho, Ketchum, ID April 24, 2009
5. First Bank of Beverly Hills, Calabasas, CA 32069 April 24, 2009
6. Heritage Bank, Farmington Hills, MI 34369 April 24, 2009
7. American Southern Bank, Kennesaw, GA 57943 April 24, 2009
8. Great Basin Bank of Nevada, Elko, NV April 17, 2009
9. American Sterling Bank, Sugar Creek, MO April 17, 2009
10.New Frontier Bank, Greeley, CO, April 10, 2009
11. Cape Fear Bank, Wilmington, NC, April 10, 2009
12. Omni National Bank, Atlanta, GA, March 27, 2009
13. TeamBank, Paola, Kan., March 20
14. Colorado National Bank, Colorado Springs, Colo., March 20
15. FirstCity Bank, Stockbridge, Ga., March 20
16. Freedom Bank of Georgia, Commerce, Ga. March 6, 2009
17. Security Savings Bank, Henderson, Nev. February 27, 2009
18. Heritage Community Bank, Glenwood, Ill. February 27, 2009
19. Silver Falls Bank, Silverton, Ore. February 20, 2009
20. Pinnacle Bank of Oregon, Beaverton, Ore. February 13, 2009
21. Corn Belt Bank and Trust Company, Pittsfield, Ill. February 13, 2009
22. Riverside Bank of the Gulf Coast, Cape Coral, Fla. February 13, 2009
23. Sherman County Bank, Loup City, Neb. February 13, 2009
24. County Bank, Merced, Calif. February 6, 2009
25. Alliance Bank, Culver City, Calif. February 6, 2009
26. FirstBank Financial Services, McDonough, Ga. February 6, 2009
27. Ocala National Bank, Ocala, Fla. January 30, 2009
28. Suburban Federal Savings Bank, Crofton, Md. January 30, 2009
29. MagnetBank, Salt Lake City, Utah January 30, 2009
30. 1st Centennial Bank, Redlands, Calif. January 23, 2009
31. Bank of Clark County, Vancouver, Wash. January 16, 2009
32. National Bank of Commerce, Berkeley, Ill. January 16, 2009

How about newspapers... How many of them are on their last legs?  The NY Times?  Boston Globe? 

So, if you made even $1.00 dollar in profit today... you're richer than you think!

Trauma Vs. Chronic... by Art Rothafel

With no intent to diminish the seriousness of Swine Flu, it is absolutely amazing to witness how quickly and completely the entire world becomes laser-beam focused on a single issue.  Especially since, in the U.S. -- out of nearly 300 million people -- there's only been one (1) reported death - and he was visiting from Mexico. 

I understand the implications of a pandemic.

BUT.....

What if the world focused on something equally as deadly.  Like obesity?  According to some studies... more than a third of the U.S. population is flirting with obesity.   Now those are some real numbers! 

It's just the difference in timing and control.  The Swine Flu is traumatic in its effect.  And, of course, much harder to control - whereas obesity which develops over time is easily controlled through education and a bit of discipline.  It's "trauma vs. chronic."

If you're a health and fitness professional... can you even imagine the impact on your business if the worldwide media and governments put as much time, effort and money into obesity / weight-management education as they are putting forth toward Swine Flu?

Just a thought.

Steal this... by Art Rothafel

Here's an article I wrote for a consumer publication.  They rejected it.  Why?  They felt it was too harsh to doctors.  They said, "Edit it!"  I said, "No!" 

 So, I figure why not give it away to people (fitness pros) who "get it" and would not be afraid to post it on their website or brochures or whatever.   So, this article is all yours.  The ONLY thing I ask is that you give me credit as author (that's ART ROTHAFEL)! 


________________________________________

Fitness Ain’t Rocket Science… Or Is It?
by Art Rothafel

When it comes to health and weight-management, most medical professionals offer nothing more than this familiar cliché --  “eat right and exercise.”  

Really?

O.K., will someone please define “eat right and exercise?”

Seriously.

Eat Right?

Do you know how many calories your body actually requires each day?  Do you know the proper ratio of protein, carbohydrate and fat for your body?  And, if so, what foods should you eat to achieve those ratios?

And Exercise?

Today, there are hundreds of exercise theories, methodologies and protocol advancing thousands of specific exercises.  There are boot camps, Pilates, yoga, cardio, strength and functional training - all which have their place.  

Which one is right for you?  Thanks, Doc.  We’re more confused than ever.

No wonder people just throw their hands up in despair.  Where does one start?  

Just Do It!  Not.

That we naturally eat and move doesn’t mean we do it correctly.  Weight-management, fitness, disease prevention and long-term health are dependent on proper protocol.  Yet, each year, incredible amounts of time, effort and money are wasted by millions of Americans who – just do it.   It’s a set-up to fail despite the good intentions and doctors’ advice.  

Ground Zero - Reframe

The health proposition is not “Eat Right and Exercise."  It isn’t “Just Do It.”   The proposition is this:  The key to long-term weight-management, health and fitness starts with education.   That’s right.  Education is “ground zero.”

Think About it.

You didn’t simply hop into a car and start driving.  Nor, did you jump off a dock and immediately start swimming.  To correctly perform most activities a certain amount of education and guidance is necessary.  And, nowhere is this more evident than with de-conditioned adults who decide it’s time to get in shape.

Education Required

The need for basic fitness education is now being addressed by progressive health and fitness professionals at clubs, studios and spas throughout the country.  Topics including digestion, protein, carbohydrate, aerobic training, resistance training, food additives and stress reaction are part of the curriculum.  It is a holistic approach that provides the reasoning behind proper eating and productive exercise.

Weight-Management / Fitness 101

Several Weight-Management 101 Courses are being taught in quasi classroom settings within fitness facilities.  Corporate conference rooms are being transformed into "Brown-Bag" lunchrooms where lunchtime fitness and weight-management courses are taught by retained health professionals.  Mobile fitness professionals take their educational courses "on the road" to serve police officers, fire crews, high school students, Sunday worshipers and, yes, even doctors!   

Do the Right Thing

Beyond personal safety, a basic fitness curriculum helps members understand the rationale behind optimal caloric intake and increased physical activity as well as exposing a multitude of misconceptions regarding health and fitness.  So, doctor, before you advise your next patient, why not do the right thing and refer him or her to a health and fitness professional who not only understands, but actually teaches people how to "eat right and exercise."

###

Fitness is Alive and Well ... by Art Rothafel

I just came back from exhibiting at the Sara City Workout (SCW) California Mania Event in San Francisco.  It left me with a few impressions:

• Although attendance was off from previous years (economy) the enthusiasm among the attendees was extraordinary.  Not just entry-level trainers and instructors, but seasoned fitness industry veterans who remain incredibly positive and enthusiastic about their profession. 

• It's an absolute blast being around such highly motivated fitness professionals who still thirst for new programming, new structures and, of course, new ways to create a weight-management 101 course or curriculum.  Did I mention the interest in branding?  HUGE!

• And, among the group, there were at least 10 pros whom I would consider Next Generation Trainers -  They just "get it!"

• If you're feeling the least bit negative, go attend an SCW event.  Very motivating!

Special thanks to Ritch Finnegan for inviting me and sharing the enthusiasm!

Tax Revolt 2009 - What Say You? by Art Rothafel

What a good thing for me!  

• First, as a small business owner, I'm more than a little concerned over the new fiscal policies -- namely Taxes. 

• And, being a California business makes it even worse.  Our state is about to vote on a proposition that will make us the MOST TAXED STATE in the NATION!

• Listen, I don't mind paying taxes for such things as infrastructure, fire, police, military, etc.  But, unionized healthcare plans, retirement funds, pensions... all the free perks and benefits that none of us receive?  Plus all the pork in the new stimulus package!

I'm not alone.  There are Tax Revolt 2009 Tea Parties being organized all over the country. 

Then it hit me!

If they hand me lemons... why not make lemonade?

You already know we provide private-label tea. 

So, we created a new website called TaxRevolutionTea.com dedicated for those who feel like me.  Plus, we're donating 10% of sales to military families.

So, what a good thing!

Art

I Can Save the U.S. One Billion Dollars! by Art Rothafel

I can save more than $1,000,000,000 in nutritional research and health care.  Really.  I'm serious.  Just allow me to conduct the research.  Here's my first complex research experiment:

Place an apple in one hand and a cupcake in the other.  Then, ask a 5-year old which is healthier.  The toddler will give the correct answer.  But then, grab the cupcake and run like hell!

There... that's all you need to know.  Even a 5-year old can identify a healthier option.. but CHOOSES the sugary, less healthy cupcake.

There's the hidden jewel of knowledge regarding nutrition and health care.  It ain't rocket science!

People throughout the world make lifestyle choices... just like a 5-year old.  The difference is that after 20 to 30 years of bad choices the consequences become evident. 

Yup, chronic degenerative disease, hormonal imbalances, obesity and almost all of the modern maladies can be traced back to lifestyle decisions, choices, options...

Nonetheless, the government continues to spend countless millions, and now billions, on researching this stuff!

Want proof?  Here's the most recent: 

The National Institutes of Health funded a two-year study that assigned 811 overweight people to one of four reduced-calorie diets and found that all trimmed pounds just the same. It didn't matter what healthy foods participants ate, but rather how many calories they consumed.  

Really?   Duh!!!

Now.... do I even dare bring up the fact that President Obama chooses to smoke cigarettes?

O.K., I'm ready to solve the healthcare issue head-on.  Let's talk prevention and education.

And that, my friends... is the best way to save billions in healthcare!

Learn the truth about health, fitness and weight-management!

 

Who's Making Money?... by Art Rothafel

I know who's making money...  even in this economy.  Pretty simple, really.  Start by asking a few marketing questions.

• What's the best type of advertising that money can't buy?

If you answered: word-of-mouth, you're right!

• What the quickest, most effective way to generate positive word-of mouth?

If you answered: public speaking, you're right again!

I realize I've harped and harped on this before, but now it's really important.  For some fitness professionals it means survival!

Those who are getting themselves "out there" are the ones making money... and lots of it.  The trainers, clubs, studios and others who aren't committed to outreach are singing the blues.

Hey..., I know how difficult it is to get up and speak in front of a room full of people.  I practically throw-up before my speaking engagements.   Just gotta man-up and get over it!

And here's the best part.... You've got a topic that everyone wants to hear about.  Credible Weight-Management.

Need some material?  Just go here and take it!

Old Dog... by Art Rothafel

Who says you can't teach an old dog new tricks.  It happens and I'm living proof.  It can all be summed up in our new MediCorp Affiliate Program.

Here's what I mean.  For more than 20 years I've railed against multi-level and affiliate marketing programs.  They just don't make sense on so many levels -- not the least of which is your client information and security. 

Nonetheless, more than 100 requests have been made in just the last two months for us to start an affiliate program - despite those risks.

One studio owner declared,

"Look, Art, I simply don't have time or money to create new space for products.  I don't have time to constantly monitor the inventory, nor do I have the money to tie-up in products that sit on the shelf until they sell!"    

Ouch!

Another trainer told me this. 

"I know your products are the best in the business.... but without an affiliate program they don't make sense for our business model."

Ouch!

So, just like an old dog learning a new trick,  we've started an Affiliate Program.  Click here if you're interested.

Worried? Make Your Own... by Art Rothafel

Worried about peanut butter? 

Here are steps to make your own:

• Put 2 cups of dry-roasted peanuts in a juicer or food processor.
• Pulse for one to three minutes, scraping the sides down.
• If it's not turning into a puree, add a teaspoon of canola oil, olive oil or flax oil.
• Puree an additional two minutes.
• Add a dash of sea salt or sugar to lift the flavor.

Enjoy!

Can You Help Andy? by Art Rothafel

Here's a note I received today from Andy Voris, owner of BodyForm Personal Training:

"Art,
I was wondering if you could send out a step-by-step guide to utilizing all of the great resources you have available.  Like how to create the best method for using the videos on our site and how to use them in our fitness presentations either as group speaking or one-on-one consultation or even the Metabolism makeover programs.   You hear from so many people that I'm sure you get great ideas!   Thanks so much for everything you have done.  I / you add credibility to my company every day!    It shows!  43% growth 2006-2007 and 60% growth 2007-2008!  2009 is off to an even better start with double the numbers for the first two months over 2008!"

-------------------

The reality is that every one uses our materials differently... and for different business models, different presentations, different media!  So, the best I can do is show various examples like:

• MAP Promotion - Fitness Underground
• QuickieQuiz Web Interactive - The Body Elite
  
• Journal Promo Video - Trainer to You
• Weight-Management 101 Videos -  Fitness Evolution
  

So, perhaps you can help Andy.

Perhaps you could add a link to your site in the comment section (of this blog) to show how you use some of the promotional materials....  or contact Andy directly through his site.

To your continued Success!

Art

Supporting Online with Offline Promotions... by Art Rothafel

Talk about a reversal!  Just got off the phone with a marketing-savvy club owner named Jamie Eisner who is doing something a bit unusual.  Instead of using his website to reinforce and support his club (pull strategy), he's using his supplement line to promote his website. (push strategy).

Here's what he does.

At the club level, he has brochures and front desk handouts that go in-depth about the product line.  These marketing materials make it very clear that his club has exclusive rights and exclusive distribution of his current supplement line and that they can be purchased ONLY from the club's pro shop or through the club's website.  

Now here's where it gets interesting.  He also takes out a small ad in a community newspaper and participates with a "money mailer" direct mail package. Again, promoting the exclusive rights/distribution of his product line.

He told me that more than 60% of his supplement sales are to non-members who order off his online store.  This is a direct result of his little advertising campaign which is coded to track the ads. 

Next, he plans to track how many non-member, online purchasers can be converted to membership.

Hmmmm.... very interesting!  What do you think?

Elitist Snob? .... By Art Rothafel

The "discover-more-about-online-marketing" bug lately has really taken over my life!  My goal is to increase our outreach to fitness professionals, like you, without the typical print advertising costs.

I'm looking into social networking, adwords, Pay per click (PPC) search engine optimization (SEO), video distribution, etc.  As usual, the more I learn, the more I realize how much I don't know. 

That being the case it only made sense to start interviewing people who know and understand this stuff upside-down and backwards.  The experts!

It's so interesting to discover how many of these experts have absolutely no ethics, no standards, no thresholds whatsoever.  They are laser-beamed focused on making money regardless of what ethical/moral lines they may cross.  It is pure greed.  It's actually worse than Wall Street and the Financial Services industry.

Here's what I mean. 

I told each of these consultants that our marketing strategy is focused on serving only those fitness professionals where the top priority is to serve their clients.  Those who understand that if they help their clients achieve the results, lifestyle and goals... the money would follow. 

I went on to explain that we refuse to sell to many of the top franchises like Curves... nor do we sell to those who we deem, "only in it for the money!"

After all, our customer base includes some of the top fitness trainers, coaches and athletes in the world... who have put an incredible amount of faith and trust in the quality of our products and the integrity of our business.  Enough to put their own names on them.   How would these professionals feel if the same products showed up in a "Walmart" type franchise among a bunch entry level trainers with no certification and no indepth knowledge of exercise protocol, nutrition or physiology?

Wow... across the board, these "experts" told me our business strategy was admirable but naive.   The bottom line attitude among this internet marketing crowd was:  What do you care as long as you're making money?   One of them actually said to me, "Your attitude smacks of being an elitist snob!" 

So be it.

Wanted:  Web consultants willing to work with elitist snob!

Fitness Branding, Trainer Branding, Club Branding... by Art Rothafel

It ought to be obvious by now that branding.... or at least brand (logo) imprinting is an essential part of your fitness business.  Never has it been more important than right now - as consumers are ever more judicious as to how their discretionary dollars are spent.

Yup... Gone are the days where you could get away with being that unique, "chill" kind of trainer with an unprofessional look.

Listen... today's successful fitness professional looks, acts, feels, smells and touches with total professionalism and confidence.   And all of that professionalism and confidence is, in theory, summed up in one graphic design -- Your Brand!

It's true.  When one of your clients or potential clients sees your Brand, it should stimulate a conscious thought and evoke an emotional response to who you are and what your business stands for.  And, of course it should all be positive thoughts and emotions.

One thing is very clear to us.  The most successful folks in the fitness business are those who truly believe in Fitness Branding, Trainer Branding, Club Branding.....branding..branding branding....!

LOST..! by Art Rothafel

Man... when it comes to weight-management some people are just LOST! 

You know what I mean.  No matter how much you try to educate them, they continue to embrace "restricted calorie" dieting. 

Important terms and physiological realities such as "fat-loss vs. weight-loss" and "body composition vs. BMI" seem to get LOST! in the dialog. 

So, being the fantastic motivator that you are... you probably find yourself repeating these realities over and over again with the hope that, at some point, it sinks in! And for some, it does.  Yet, for so many others... it doesn't -- and of course, they blame you for their lack of progress.  You shake your head:  They're LOST!

This is why trainers who offer a complete education curriculum end up with such better clients.  Yes... successful clients!  Clients who achieve results!  Why?  Because they are no longer LOST!

Here's a note from Jerry Goodwin regarding a corporate account:

"... I don't mean to greedy but I charge each person $299 for our 12-week Weight-Management 101 Course and for the last year have converted more than 94% of those (students) into regular EFT-PT clients at our studio.  At first I thought it was double-dipping but now I realize how important it is to educate the client before we start a training program.  We've made the course mandatory before we take on any PT clients from the company."

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Education is key to client success... as well as your financial success as a fitness professional!

Yes, I know you've heard me say all this in past.  And, ya know... I'm going to keep repeating it in hopes that it sinks in!  Education!  Multiple Revenue Streams!  This is the stuff of successful fitness professionals.   So please embrace it.   Or... you could end up LOST!

Hot Marketing Ideas.... by Art Rothafel

Here are two really hot marketing ideas that generate sales. 

1.) Last year Kevin Wolcott ordered 100 8-week Journals.   Then, he found 10 retail stores who were willing to pay $100 dollars each to place a "discount coupon" in each Journal (That's $1.00 per coupon per store).  The retail stores included a Subway, a local grocery store, a couple of diners, a local florist, a GAP store, his local GNC (yuck!) and even an insurance agency.   Yes, he actually made a pocket on the inside of the front cover and placed the individual coupons inside.  Here's the point... He nearly off-set the entire cost of the Journals!!!

2.) My friend Faye Waters owns Women's Workout in VA.  To kick off her introduction of the 2X SUPER FAT-LOSS ACCELERATOR, she stood outside her aerobics room just before the beginning of each session with a silver tray loaded with little plastic cups (Sam's club, Costco, Walmart) filled with Super L-Carnitine.  She did this for a week.  Last week she called me and placed an order for 15 cases of 2X SUPER FAT-LOSS ACCELERATOR.