Art's Blog

2X Super Fat-Loss Accelerator by Art Rothafel

You're hearing it here, first.   Coming in mid August.  For anyone "hell-bent" on losing body-fat, this is the absolute best combination available. 

We call it the: 2X Super Fat Loss Accelerator!"

In reality, it's simply two of the best-selling fat-loss formulas re-packaged as a combination (as pictured).  It includes:

• Your own private-label, clear, reusable "super-tube." 
• Detailed inserts describing product ingredients and dosage information. 
• A laminated, stand-up promotional counter-top sign for FREE.

(special thanks to Ron Adams at Strategy 3 for allowing us to showcase his private-label product.)

Lipotropic Plus and Super L-Carnitine are the super combo! Here's why....

The Lipotropic Plus formula is a superior "lipid transport." 

During cardiovascular activity, it helps fat travel more efficiently through the bloodstream to its final destination - the muscle.  However, once there, it must permeate the mitochondria of the muscle cell. 

That's where where Super L-Carnitine helps.  It actually helps the fat get into the cell for combustion.

When clients use this combination formula, they quite often report that they are much less fatigued, and that, in fact, they feel like they can continue their cardio much longer than normal. 

This is because they are in "fat metabolism."  And with this combo, the body is transporting and using fat for fuel in the most efficient manner possible. 

We will begin taking pre-orders for this formula combo starting next week. The minimum is 10 units at $26.49 per unit (the same as the two products bought separately).

This will become a best seller!!!

800-340-7011
art@privatelabelfitness.com

Got Guts? by Art Rothafel

Got Gots?

Best Buy sure does. 

And, I love it.  Someone in their marketing department is so on top of the convergence occurring within electronic arts that they made an incredibly bold decision.   They are piloting a program within their stores to carry musical instruments.  And, I don’t mean the cheap junk.  It’s all top-of-the-line quality products and they’ve dedicated between 3,000 to 5,000 square feet in at least 10 stores to see test the program. 

Someone had guts enough to say, “We can open up a new profit center by selling musical instruments… especially the type that can hook up to home computers and home theater systems.”

So what’s my point?

Look at most fitness clubs or studios. 

It’s been the same basic model for more than 50 years.

At some point a fitness maverick is going to come along and within his or her four walls will be a complete fitness retail store.  Not a pro shop, but a full-blown fitness store with state-of-the art products from shoes, apparel and supplements to home fitness equipment, books, CDs, DVDs and even frozen healthy foods.  It will be "all things" fitness related.

I’ve always felt that clubs and studios often miss several profit-making opportunities.   That’s why we market and sell branded products such as journals, reference manuals, skin care, supplements, apparel and green tea -- and continually preach the virtues the creating multiple profit-centers.

Sure, it takes capitalization, but more importantly, it takes guts! 

Treadmill vs. Journal.... by Art Rothafel

Take a look at your treadmill. 

How much did you pay for it?  Or what’s the lease amount? 

Now, look closer.  I mean really close. 

After all that money, do you see your name or brand on it anywhere?  Nope.  Instead, you see the manufacturer’s name, right?  And, hey… what’s that?  Isn’t that the manufacturer’s web address and toll free phone number right on the control panel? 

That’s right, after you spent all that money on a very necessary piece of equipment, the manufacturer has the nerve to market itself (they all have consumer divisions) to your members/clients right under your nose.

Now, take a look at a Daily Journal. 

It, too, is a necessary piece of equipment.  It cost a little over $10 – but that’s O.K. since you made an $8 profit by selling it.

It has your business name and logo as well as address, phone and website on the cover. 

It leaves your facility in the hands of your member/client who will show it to his/her friends, family and professional peers – who may all become referrals.  Wow! Talk about a return on investment.

Let’s see a treadmill do that!

$uccess! by Art Rothafel

I spend a lot of time on the phone passing on success stories from all kinds of fitness professionals including trainers and club owners.  I do this in an attempt to help others discover their earning potential.  Since I speak with 30-40 fitness professionals every day, I hear it all.  What works.. what doesn't. 

So, this note today from Bernadette Miller is most gratifying...   She's making money.  I really mean it when we say:  "Private Labeling Builds Profits!"

Art

I love the journals. They look fantastic and so professional. I'm impressed at how fast you were able to get them to me. I was thinking of pricing them at $16.00 and $21.00. I was so worried that I would have a problem selling them, even at that low price. After speaking to you yesterday, I decided to listen to you and priced the 12 week journal at $25.00 and the 8 week at $20.00.

I have only had two customers in this morning and both purchased the 12 week journals. They were very excited at what they saw. One of the ladies is a life time member with Jenny Craig and she was very impressed. She told me this journal was much better than what she was getting from Jenny Craig.

I'm sure I will need to order some more soon. I plan on adding the Reference Manual and some supplements real soon. I only wished I would have done this sooner.Thanks for being so patient with me and guiding me with all your knowledge. I really appreciate it.

Sincerely

Bernadette Miller
American Fitness for Women
Houston, TX
(713) 457-8406
www.americanfitnessforwomen.com

Aaaauuuggghhhhhh ....! by Art Rothafel

ARE YOU KIDDING ME????   The American Academy of Pediatrics recommended last week (July 12, 2008) that cholesterol-reducing drugs be considered for children as young as 8.

That right... 8 YEARS-OLD!!!! 

That's just outrageous.   Not that they made the recommendation.  But, that our kids are this far gone.  How much junk food and inactivity is our country going to tolerate? 

Adult obesity has more than DOUBLED in the last three decades, and the percentage of overweight children has nearly TRIPLED, according to the Centers for Disease Control and Prevention.

So now, our children's arteries are so thoroughly clogged that statins (like Lipitor), may be a necessary part of treatment.

Dah.....  According to government statistics, only 2% of high schools have daily physical education.
A year ago, the AAP testified before a House subcommittee that leisure activity for children is "increasingly sedentary," as they are tethered more and more to electronics - from e-mail to computer games to cellphones.

Television also remains a key source of screen time, and the Kaiser Family Foundation last year reported that commercials for food topped the advertising seen by children, with 44 percent of "food" ads being for candy, snacks, and fast food. Not surprisingly, there were no ads targeted to children for fruits or vegetables.

Dr. David Ludwig, director of the obesity program at Boston's Children's Hospital, criticized society overall for not taking "the basic public health steps" to stem it. Asked what percentage of this crisis was created by lifestyle and environment, Dr. Ludwig said, "99.9 percent."

Once again, I wonder why our fitness industry (especially the trade associations and publications) does not have a public outreach education program - like "Got Milk?"  or MADD or any number of education based programs.  Don't you?

Research Finally Backs Up What We've Known for 20 Years....!

Everyone in the fitness business should read this article.

To your continued Success!
Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

Untapped.... by Art Rothafel

One of the biggest untapped markets for fitness professionals is high-quality skin care formulations. 

And I know the reason why most fitness pros shy away from it. 

They simply don't want to recommend a product where they don't have a huge knowledge base.  I struggle with this myself.  That's why I retained a consultant to identify and negotiate for the highest quality product available.  And, I'm still learning.

Among our customer base, less than 10% order skin care products.  But those who order it, order BIG! 

And, among those who order the most is a common trend.  They always keeps "product samplers" available in order to allow their clients to try the product before purchase.   Without fail, clients come back and purchase.  Our skin care formula line is THAT GOOD!

Here's a true story that occurred this past weekend. 

You may remember my post about trying the product and my wife snickering at me until she tried it herself.

Well, she received a phone call from some friends who had not seen her in a while, however they had seen some recent photos.  The scuttle-butt among all her friends is that my wife must have had a face lift and is doing Botox!   I can assure you she is not.  Man... that phone call just "made her day!"

Again... the skin care formulas are THAT GOOD!

Last Day.... by Art Rothafel

Yup.... here it is June 30th already.  This is the last day to get your FREE, BRANDED, DAILY JOURNAL POSTERS.

We'll be closed on Friday, July 4th!   - And so is FedEx, so if you're in need of any products, please note, the added day in shipping.

However, our webstore is open during all holidays and weekends and your order will be processed for Monday shipping.

I hope everyone has a Safe & Happy July 4th Weekend.

To your continued Success,

Art Rothafel

Where's the Money? By Art Rothafel

 I must be on everybody's e-mail list.  Seems like every fitness marketing guru has an angle, a product or a system to help trainers and clubs get more clients.

And, while most of the information is good stuff, the total emphasis on "new clients" or "new members" is too narrow.  The real emphasis should be on developing new profit centers -- of which "new clients/member" are just one part.

There are numerous studies that demonstrate the profitability differential between securing a new customer and leveraging an existing customer through expanded products and services.  Selling to existing customers is way, way more profitable.

I know this is self-serving but products include: Journals, Supplements, Skin Care, Apparel, HR monitors, Balls, Bands, Drinks, Bars, etc. 

Services include: Nutrition and menu planning, paid weight-management education, corporate wellness consulting, in-home gym design, organized fitness events, etc.

Think about this.  How many active clients or members do you have right now?  What if each one purchased $50 worth of product from you each month?  What if even 50% purchased that amount?  Do the math.

And, if you have a website, you can reach your most inactive clients and members who may still want to purchase from you.

Now, think about how much you spend to secure each new client!

Here's what I can tell you to be true.  The future of successful fitness businesses rests with those entrepreneurs who create and expand their multiple profit centers.  Period.

To your continued Success!
Art Rothafel
800-340-7011

Private-labeling Builds Profits

Cocktails? by Art Rothafel

 A whole lot of "baby boomers" used to be "hippies" who later evolved into "yuppies."  Yup, they were the ones who championed the "micro brewery" and developed a taste for California Chardonnay.  

Now, well into their fifties, the boomers want to lose weight, gain energy and live a healthy lifestyle.  Except for one thing. 

They are not willing to give up their cocktails.

According to our survey, numerous trainers wrote that their boomer clients often drink one or two cocktails (beer, wine, mixed drinks) every single night.  And, then, wonder why they feel so sluggish.  Or why they can't lose weight.  Or, as one put it, "She tells me she just feels so washed-out!"

Gee!  No kidding!

Are you experiencing the same thing with your boomer clients?  I'd be interested in hearing your experiences with boomers and alcohol as part of my upcoming article on boomers and fitness.  You can e-mail me directly at art@privatelabelfitness.com

If we use your comments, we will certainly give you credit as well as a plug for our business.

To your continued Success!
Art Rothafel
800-340-7011
www.privatelabelfitness.com

Private-Labeling Builds Profits

Power...! by Art Rothafel

 It never ceases to amaze me.... how strong and powerful the relationship is between trainer and client.  If you're a trainer just think about some of your relationships....

• How often do they confide in you things that are quite personal?
• How often do they tell you about their family?
• Their work and aspirations for the future?
• You already know what they are eating and how they exercise.
• But, don't they often tell you about their hair, skin and nails?
• Don't some of them talk about their religious beliefs and political views?
• What about the single clients who tell you about types of guys or girls they like?
• And the married ones.... well, we won't go there!
• How often do they ask you about certain medical conditions?

Do you think they have this kind of relationship with their doctor?  No.  Their lawyer?  No.  Their minister or priest?  Nope!  None of them.  Not even their family members!

They have this relationship with you.  It is unique.  It is incredibly strong and powerful.

It never ceases to amaze me!

To your continued Success!
Art Rothafel
art@privatelabelfitness.com
TollFree:  800-340-7011

Private Labeling Builds Profits

Free Journal Posters... by Art Rothafel

 Here's our new June promotion.  Just order your minimum 15 Daily Journals (private-label, of course) and we'll send to you four (4) LAMINATED POSTERS with YOUR LOGO and Matching Text for FREE!    That's a $35.00 dollar VALUE!

And, if you're a blog subscriber....you're the first to know!

These laminated posters will last forever and can be posted strategically around your facility.  They are especially helpful near your personal training desk, front desk and pro shop. 

And, with your LOGO and matching color text, it helps you BRAND your facility on the inside.

And of course, if you order more than 15 Journals, we'll send you more than 4 posters.  After the initial 15, we'll send you one FREE POSTER for every five (5) Journals.

Private-Labeling Builds Profits!

To your continued Success!
Art Rothafel
art@privatelabelfitness.com
800-340-7011

Xtra $$$$ ... by Art Rothafel

 Put on your marketing hat for a moment and consider this:

How often do you go to the grocery store?  Once a week?  Once every two weeks?  Maybe you've really got your act together and can hit Costco once a month while purchasing fruit and veggies at local stands.

Now, how often do your clients see you?  Once a week?  Twice?  Three times a week?  Every day?

Here's the marketing part: 
Have you ever considered each time your client comes into your studio or club that it's another selling opportunity?  After all, they're already in your "space" and if you carry what they need or want, then, it's simply a matter of convenience for them to purchase things from you.

Most retailers would "kill" to have customers visit their stores two or three times a week. 

It's amazing how many club and studio owners don't realize the retail potential of their businesses.  Most go no further than drinks and bars.  Easy impulse sales.  Big deal. That's just low-hanging fruit anyone can pull off - especially if it's all happening out of a vending machine.

Here's what the marketing savvy "Next Generation" professionals know:  

Fitness professionals -- especially trainers, have a profound effect on the purchasing behavior of clients due to their strong relationship and perceived expertise in all things related to "healthy" (food, nutrition, exercise, vitamins, sports apparel, etc.).

We proved this two years ago through our own primary research.  Our studies revealed more than 86% of personal training clients made a purchase (within the past 12 months) based on their trainer's recommendations.  Even more astonishing was the fact that more than 80% did not even know their trainer's last name!  Talk about influence!

So, as the economy becomes more challenging, it will more important for all studios and clubs to develop new profit centers.  Perhaps the marketing hat should stay on just a little more each day....

_{^{Private-Labeling Builds Profits!}}

To your continued Success!
Art Rothafel
art@privatelabelfitness.com
800-340-7011

 

 

Popular.....! by Art Rothafel

 I just received this e-mail yesterday.  Gratifying!

Art,
You don't know me since I'm not one of your customers, yet.  But I thought you'd be interested in this since your name seems to be popping up everywhere.

While I run our two clubs, my wife is a CPA with a small financial planning and tax preparation business. 

I recently accompanied her to a marketing seminar geared for small accounting firms. 

You can imagine my surprise when during a section called "Expertise From Different Boxes" up on the screen came a shot of your Private Label Fitness  home page!
 
The seminar leader, Albert Schwartz, told the audience that this was one of the best marketing sites he's found for helping "mom & pop" business owners.

Then he clicked on your blog and said, "If nothing else, you should read every single blog entry and see what applies to your own business.  This is a gold mine of clever ideas, marketing positioning and sound business practices."

He also mentioned specific entries like Ford Vs. Ferrari,  Change Agent, Your Position and others I can't remember.

Well since then, I've spent the past two days on your site.  He's right.  It's awesome.

Then, just yesterday, I received my e-newsletter from Fitness Management Magazine.  And there you were again responding to a question regarding pro shops.  And, again, you offered sound advice.

Thanks for all you do.
Randy Dennison
Peachtree City, GA

Nice note Randy.  Thanks for sharing as well as allowing me to post it.  You "made" my day!

To your continued Success!

Art Rothafel
art@privatelabelfitness.com
800-340-7011

Promises.... by Art Rothafel

 Alright.  I'll admit it! I'm a techno freak. 

As such, I just love the convenience of shopping online.  That is... until something goes wrong.  You may remember my experience with Frontier Airlines.

Since I always use the same stuff, I typically bulk-up on personal items like shave cream, razor blades, deodorant, soap, etc.  I purchase it all online at drugstore.com as it saves travel time, gas money and there's no sales tax!

My most recent purchase $146.28 worth arrived this week.  It was trashed!  Covers and tops smashed... shaving cream everywhere... it was a mess.

I immediately wrote to customer service at drugstore.com ... half expecting to be told I'd have to take the issue up with UPS and go through all the paperwork, etc.

Not so!  Drugstore.com immediately wrote back apologizing for the "bad behavior" of the delivery company and that they were shipping out a replacement order that day.  I received the tracking numbers within an hour.  This makes me a loyal customer-for-life!

How many companies Over-promise and Under-deliver?  I think most.

How about you and your business?

To Your Continued SUCCESS!
Art Rothafel
art@privatelabelfitness.com
www.privatelabelfitness.com
800-340-7011

P.S.  Get your FREE iPod.  Click here!
Are you on our mailing list?  You could win a FREE SONY CAMCORDER!

Drink-up, Tune-Out... Be Happy! by Art Rothafel

 Man... I just love promotions. 

Last month we ran our Starbucks promotion and it was a huge success.  We gave away a "boatload" of coffee. 

Who would have thought so many fitness professionals are caffeine junkies....!  But, then again it was tax season. 

This month we're giving away iPod Shuffles for all orders over $500 -- until May 31st.   

I launched this promo on Saturday afternoon.  When I hit my office on Sunday, there were already several orders demanding their iPods!!!  Congratulations to Melinda Prince at 360 Fitness for being the first!  10 Whey Protein Vanilla and 10 Chocolate = Free iPod!

FYI, we engrave the iPods with your club name.  Cool, huh?  And, you'll probably get your iPod before you get your order! 

To your continued Success!

Art Rothafel
art@privatelabelfitness.com
800-340-7011
http://www.privatelabelfitness.com

Gas...$1.50 by Art Rothafel

 Here's something that showed up in my e-mail yesterday.  I don't know if it's true, but, I'm going to try it (I'm all for saving money).  This might be fun to share with your clients.

Ernie's Quest for Cheap Gas...
- As told by Ernie Schelper, San Diego, CA

"Years ago, I paid about $1.50 per gallon (91 high octane) for gas.  A full tank (15 gallons) cost $22.50

On Feb 16th, 2008 I paid $3.93 per gallon.  A full tank cost $58.95

I use one tank of gas per week.  So my weekly differential between then and now is $36.45 each week.  I got to thinking about how I might get my "per gallon" price of gas back down to $1.50. 

I decided I could accomplish this goal by making up the difference in other areas of my life and applying those savings toward the current price of gas.

Here were the first things my wife and I did:

1.) We curtailed our wine consumption by one bottle of wine per week - Wynns Cabernet Shiraz Merlot 2005   (-$19.99)

2.) We replaced two red meat dinners with home made salads (Cobb and Mediterranean) per week (calculated savings -$12.42 - depending on cut of meat)

3.) We started collecting and redeeming coupons at grocery and other stores.  Surprisingly, we averaged weekly savings -$28.83

As you can see, just those three things resulted in weekly savings of $61.24 which, if applied toward gas, means I no longer pay for gas at all!

But here's something else... Both my wife and I lost weight.  By eliminating just one bottle of wine and eating lighter two days a week, I lost 16 pounds in less than 3 months and my wife lost 12 pounds. 

And to think we owe it all to the price of gas!"

Good for Ernie! I just know there's some marketing opportunities with this story.  Put your creative hats on.  Maybe a healthy menu plan to post around your club along with this story?  Maybe a recipe contest?   Perhaps it's time to conduct another grocery store field trip!

To Your Continued SUCCESS!

Art Rothafel
art@privatelabelfitness.com
www.privatelabelfitness.com
800-340-7011

#1 ROI ... by Art Rothafel

 "Outreach... Outreach... OUTREACH....!  Sorry to yell... but you'll know why in a minute. 

Committing to "outreach" whether it's a single event or an entire outreach program -- OUTREACH is the absolute best....  let me repeat: ABSOLUTE BEST return on your advertising and marketing dollar.

O.K., so let's define "outreach."  It can be as simple as a single public speaking event at a company, school, church, apartment complex, community group, etc., or an elaborate plan including speaking, media relations, web and e-mail promotions, direct mail, etc.

So why do I bring this up again? 

Because I just got off the phone with Jeffery who was complaining about his lack of business, the bad economy, the upcoming "slow season" (summer months) and a host of other negative issues... to which he seems so attracted! 

Man... he drained me. 

I kept trying to pump him up... but he kept finding excuses for why he couldn't do anything I suggested... (I'll bet you have clients like this... right?)  They just suck the energy right out of you...!

O.K. , back to Outreach (for which Jeffery simply doesn't have the time) and it's priority in the marketing matrix.

Let's start simple:  Public Speaking.   Consider just these 3 points.

• High Closing Rates:  Most trainers who speak on weight-management typically sign-up 50-60% of the audience to whom they're presenting.  The good ones get 80%

• No Competition:  Commercial Weight-loss centers, price-point clubs, low-ball Franchises, etc. don't dare public speak... primarily because they don't know what the hell they're even talking about when it comes to basic physiology, nutrition and physical activity.  Therefore, you have the "Fitness" and "Credible Weight-Management" public speaking market to yourself.  Leverage it!

• Additional Revenue:  Most don't think about this, BUT.... have you ever noticed how the richest, most successful people in the world all public speak?  Bill Gates delivers keynote addresses.  So does Warren Buffet.  I've been in the business 20 years and seen dozens of trainers actually change careers because they became such effective public speakers and presenters (most went into motivational speaking).  Further, even on the local level, your public speaking could earn some extra revenue if you charge for your presentations.  After all, you, as a fitness professional, have the keys to what so many people want - the pathway to health, longevity, weight-management, energy, better sleep....

OUTREACH!

To your continued Success (outreach!)
Art Rothafel
art@privatelabelfitness.com
privatelabelfitness.com
800-340-7011

Super Sauce.... by Art Rothafel

It seems.... the secret is out!  When I tell people our supplements are formulated specifically for athletes and active lifestyle enthusiasts, they quite often just laugh and say... "That's just a bunch of marketing hype." 

That is, until they try our HI (high Intensity) Performance Combo ( I called it the Super Sauce).  Branched Amino Acid tablets and Endurance Plus.

While I can't make any recommendations or suggestions (damned lawyers!) I can tell you what competitive trainers and several professional athletes do with these products:

180 lb Male  (typical protocol)

1.) 30 Minutes - Pre-Event or Max Intensity Workout:  Four (4) BCAA tablets and Five (5)) Endurance Plus Capsules.    Drink plenty of water to help with uptake

2.)  Post-Event or Max Intensity Workout:  Four (4) BCAA tablets immediately after workout. Drink plenty of water to help with uptake

Listen to this...!   Some wackos (mostly cyclists!) actually break open the Endurance Plus capsules and mix with their water.  Chug-a-lug!  Yuck!

At any rate.... for those of you with serious athlete type clients.... give this a try!

To  your continued Success!

Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

It's a Funny Business... by Art Rothafel

This is a funny business. 

I received two phone calls on Saturday from two very different fitness professionals. 

The first call came from a guy I'll call "Ben."  He's ACE certified and owns a small personal training studio in Iowa. 

He called because he was curious about private-labeling some products but didn't really understand it or even see the need. 

The conversation went something like this:

"Will this stuff sell itself?  Because, look, Art, I'm in the business of selling my specialized services.  I consistently have a full book and don't have time to be messing around with all kinds of other activities and inventory...."

Those who know me can imagine my response.  I just went off.....!

Next call came just 10 minutes later from another guy I'll call "Frank."  Frank is married, two kids, has a Bachelor's Degree in Exercise Physiology, is certified through ACSM and NSCA and owns a studio on the west coast of Florida.  His curiosity about private-labeling took him to a whole different place. 

Our conversation went something like this:

"Art, I've researched and visited several commercial weight loss centers (Weight Watchers, NutriSystem, Jenny Craig) as well as a couple Gold's Gym pro shops.  I see the higher profit margins are in the products when compared on balance with my time.  In fact, it appears to me that most the money at the commercial weight loss centers is made through product sales.  What's the best way to get started?"

Amen.  Frank totally gets it from a successful business perspective. 

Meanwhile, Ben is consumed with himself, his time, his effort.  He has an "old school" narrow focus (sessions) and, in my opinion, will be replaced by guys like Frank who inherently understand fitness, when operated as a club or studio, is a business... and business requires cash flow! 

It's a funny business!

Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

I'm a Size Healthier.... by Art Rothafel

 Brilliant tagline...  Too bad it didn't come from the Fitness Industry!

Surprise! 

Looks like Jenny Craig may be peeking over the fence into your backyard. 

The company is sniffing out new markets and one looks remarkably like your membership. 

Enter the new Queen Latifah advertising campaign for Jenny Craig with the cool tagline: "I'm a size healthier!"

So what's this all about? 

The commercial weight-loss market has become fiercely competitive, and companies see a chance to expand their share of the overall business by focusing on getting healthy -- not necessarily slimming down quickly -- to attract larger numbers of potential customers.

The Queen Latifah ad campaign for Jenny Craig aims for a different, potentially bigger, consumer base. YOURS! 

Just listen to what Scott Parker, Jenny Craig's vice president of marketing, has to say:

"We are appealing to that segment of people who have more health-related and perhaps more moderate weight-loss goals, and we had never gone after them before."

So, here are the big questions in my mind.  How long until Jenny Craig and Weight Watcher's begin to offer small circuits inside their facilities?   Or, do we see a buyout of a few "Women Only" franchises in the works?

I will most definitely keep an eye on this one.

To your continued Success! 
Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

Junkyard.... by Art Rothafel

 Remember my rant about Frontier Airlines?

Well, here's an update.  Yesterday, (April 11, 2008) the airline filed Chapter 11 Bankruptcy Protection.  Yes, I know there are plenty of factors involved, not the least of which are economics, fuel costs, unions, etc.

But, still, it's the fate of all companies who choose a price-point strategy and then implement advertising campaigns that over-promise the customer experience and under-deliver on that same promise.

It happens in our industry, too.  Look at Bally's.  In my opinion, 24 Hour Fitness is headed in the same direction since the departures of its most experienced management. 

This is why the smart clubs, studios and trainers stay "premium priced" for memberships/sessions and carry only best-of-breed, premium priced, branded products.

A premium or boutique strategy allows them to hire and train real fitness professionals.  It allows a fitness professional to create over-the-top customer service and a higher level of operations excellence for his or her business.

YOU SIMPLY WILL NOT FIND IT WITH A PRICE-POINT STRATEGY!

Frontier Airlines is just another example of the low-priced "over-promise/under-deliver" corporate junkyard! 

To your continued Success!

Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

No Treachery Needed... By Art Rothafel

 There's a saying among "seasoned" business professionals that goes:

"Old age and treachery will trump youth and enthusiasm every time."

New research as well as some of our own sales statistics indicate there's some truth in this adage. 

When we started our company in 1989, the average age of our customer/fitness professional was 28.  It seemed that fitness professionals in their 40's and 50's just didn't exist (unless they were club owners). 

Today, we sell to numerous trainers in their 40's, 50's and, yes, 60's -- both male and female.  And they are extremely successful.  In fact, many of them made career changes from Corporate America to the Fitness Universe.  And with them came their business skill sets which quite often explains their understanding of marketing, branding, operations and ultimate financial success.

Here's another reason:  The aging baby-boomer population prefers to work with trainers and other fitness professionals who are their same age.  Someone who "walks in their shoes" and understands them.  Peers.

So, if you're a fitness professional in your late 30's or older...  hang on to your hat.  The future is bright! -- No need for treachery!

To your continued Success!
Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

Homocysteine is the Bad Guy....

HA!  Did you hear the latest research on Vytorin and Zetia? 

Man, I just hate statin drugs and the whole "Big Pharma" approach to heart disease, aging, wellness, etc.  It's all based on drugs and profits.

Dr. Ponzio (my G.P.) and I have been battling for years over my high cholesterol (202 total; 44 HDL and 126 LDL) with he wanting to put me on Lipitor or Zetia or Vytorin.  And, me, resisting.  Why?

Because, if you do the research you discover it's not the cholesterol that kills you.... it's the plaque build-up.  Cholesterol is NOT the "bad guy." 

I even went and had a full body scan in 2004 just to prove to him I didn't have plaque build-up.  I scanned quite normal despite the high cholesterol.  (However, I do take red yeast rice capsules and Co-Q10 as part of my daily supplement routine).

Plus, there are plenty of studies that demonstrate elevated homocysteine (a naturally-occurring amino acid) could be the real culprit when it comes to arterial plaque build up. 

In lay terms, homocysteine, sort of roughs-up the arterial walls making it easier for plaque to build up.  Sort of like the low-lying water level tree and shrub branches along the banks of a river.  Homocysteine can be neutralized through a simple B-complex consisting of B6, B12 and Folic Acid.   (some of the most inexpensive vitamins available!)  Of course, Big Pharma doesn't want to promote this kind of stuff. (There's no conspiracy theory, here.  It's just not in their best interest to promote anything where there are no profits)!

I've asked our manufacturer to formulate an Homocysteine Neutralizer Formula.  Be on the lookout sometime late this summer. 

Hopefully, as you train more and more aging baby-boomers, you can get them off this notion of "anti-aging through modern chemistry" and get them re-focused on:

"anti-aging through proper nutrition and physical activity!"

As usual, it all starts with education....!

To your continued Success!
Art Rothafel
art@privatelabelfitness.com
800-340-7011
www.privatelabelfitness.com

New Profits..... by Art Rothafel

 What a breath of fresh air.  Actually, a wind storm!

This week alone we've received 22 phone calls (we actually  track this stuff) from multi-club marketing directors, franchise owners and licensing directors as well as  several other fitness facilities inquiring and purchasing samples of our fitness components with just one thing in mind.

Create new profit centers! 

I've been preaching this strategy forever so maybe it's sinking in!  More likely it's that necessity is the mother of invention.  Whatever the case, Marketing 101 dictates that every business must maintain existing profits AND, develop ADDITIONAL PROFIT CENTERS. 

Most the calls were about Supplements and Skin Care.  And for good reason.  These two product lines offer some very exciting opportunities.  Not to mention the no-compete and price protection of having your own brand.

Several of the more marketing savvy trainers (NexGen Trainers) have discovered the advantages of "bundling."  Many fitness professionals bundle the Journal with the Nutrition and Menu Planning CD.  Some bundle the Journal, CD and Reference Manual. 

But, did you know we'll bundle whatever you want? 

For example, several fit pros running boot camps bundle a branded, personalized T-shirt with a Journal, Multi-Vitamin and Sunscreen.  It's a very cool bundle that can be packaged in a clear plastic clamshell box.  Just call Christina or me:  800-340-7011.  We'll make it happen!

Here's a nice "Cardio/SkinCare" package: AHA/BHA, Marine Moisturizer with Lipotropic Plus and Super L-Carnitine.  This works because during cardio, skin pores open up and sweat out various toxins, etc.  And, cardio exercise also opens up the little skin-deep capillaries (more blood blow) thus making the skin more receptive to the skin care products.  Bottom line:  The skin just glows due to increased oxygen, blood flow and proper skin care maintenance.  Try it yourself.  Then call us if you're interested in creating the ultimate Cardio/SkinCare Package!  800-340-7011.

Use your creativity and we'll create custom, branded packages just for you.  It just may breathe some fresh new air into your business!

To your continued SUCCESS!
Art Rothafel
art@privatelabelfitness.com
tollfree: 800-340-7011
www.privatelabelfitness.com