Art's Blog

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

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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

Guru... by Art Rothafel

What's your mental image of a sales and marketing consultant? 

Our industry certainly has some extremely professional and competent experts.  But, unfortunately, we also have a load of sleaze-bags!  Look left!

I received a call this morning that went like this:

"Art Rothafel, my friend....  you and I ought to put together a joint seminar and help out all the clubs, studios and trainers by showing them how to protect themselves during the recession."

"What do you mean?" I asked.

"Oh yeah these guys are going to need help.  They're scared to death.  We could put together a great seminar and charge a minimum $199 for attendance. Then sell a bunch of support products like CDs, DVDs, books, podcast subscriptions.... It would be great!"

I suppose I should have been flattered..  But, I was so blown away by this proposal that the words came out of my mouth before I could stop them:  "YOU ARE A JERK!"

Here's why I just get furious with these tactics....

"First off, the club industry does better during a slow down than it does during boom times.

Second, there's plenty of evidence that the dynamics (unemployment, productivity, etc.) of a recession are simply not in place.  Several economic experts believe the "recession talk" and subsequent nervousness is media driven by the coverage of the mortgage meltdown and politics du jour.

But, what's so disappointing with some of the fitness business gurus is that they attempt to leverage the fears of trainers, studio and club owners to further their own businesses and consulting services and products.  That's just wrong.

FYI, I received numerous call from fitness professionals from all parts of the county who have confided that March was their biggest month ever! 

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

Bribe.... by Art Rothafel

The truth is...  well, I talk too much.  That's what Christina (our production goddess) says.  She points this out every time I hang up the phone and there are five or six messages from professionals trying to order product while I was.. ya know.... talking!

Here's the irony.  Those who want to place order really DON'T want to talk to me.  They just want to place an order.  They're busy!  But if I get them on the phone... watch out!  I just start to talk and TALK and .....

It finally dawned on Christina that one way to stop this would be to offer an incentive for ordering online. 

Hence, The Coffee Bribe.

So, starting now until April 30th, you can participate in Christina's shameless ploy to shut me up...  as well as boost sales at our privatelabelfitness.com online store.  That's right, if you order online, I'll buy you a cup of coffee (my favorite drug of choice) at Starbucks.

For each order (over $50) we'll enclose a $5.00 Gift Card to Starbucks Coffee!  It's that simple!   

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

Sprout... by Art Rothafel

Are you a sprout...?  Just started to think about branding your business?

Based on a couple of calls I received yesterday, it's clear I need to keep "pounding" on a couple of points.  Listen, all trainers who desire financial success must comprehend, plan and, most importantly, execute on a few fundamental concepts. 

If you've made the commitment to build your brand through private-label products, it's also important to:

• Embrace the mindset of a "take action" Entrepreneur.

• Distinguish yourself as a "premium brand" or "boutique" business commanding higher price points.

• Support your premium brand / price point through knowledge, expertise, superior client service, cleanliness and, in general, a positive, intelligent approach to your business.

• Place the highest priority on the relationships you and your brand build with your clients.

Now, here's where private-label branding fits into these fundamentals on the financial side.  Private-label products provide:

• Substantially higher margins than inferior national brand name products
• Greater freedom with your pricing strategy
• Freedom to create your own marketing plans and promotions 
• Control over inventory
• Positive, repeated images of your business
• Stronger customer loyalty
• Confidence in you and your expertise

Now, a few notes about our product line available for private-label: (I know this sounds like a commercial... well, I guess it is!)

Myth: Having a private label for one's products means investing a lot of money.
False: You can start up a private label with us for less than $200.  Visit our home page to see how.

Myth: You have to maintain a large inventory.
False: We require lowest minimums in the fitness industry.  No one does it like us.  We have the technology and the know to provide you with a full spectrum of private-label products at the lowest costs and minimums.

Myth: You have to be a big chain club before private label makes sense.
False: We do private labels for independent trainers working out of their homes, studios, small clubs.... all the way up to the huge multi-club operators.

Myth: It takes forever to get started.
False: We can have merchandise into your hands in as little as 5 days!  In some cases 24 hours.

Myth: Private label means lower quality.
False: Our products are considered premium, best-of-breed fitness components.  After all, we work with the some of the best trainers in the country.  Do you think they would put their names or brands on an inferior product?   We use the absolute highest grade raw ingredients and materials. Our formulations are thoroughly tested for safety and efficacy. That's why we are one of the few U.S. companies that go beyond most GMP practices and adhere to our own higher level of excellence. 

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

Image.... by Art Rothafel

Ever think about your professional image? 

Take a look at the brands on the left.  Focus on each logo for a few seconds and think about the images your mind conjures up for each one. 

When your clients and members see your logo, they do the same thing.  What attributes are do they associate with your image?  Professionalism?  Caring?  Confidence? Integrity?  Expertise?  Best-of-Breed?

Here's what we've found to be true in the fitness industry.  Clubs who think they are in the sole business of selling memberships tend to live in the "price-point" or "convenience" category just like Wal-Mart, Denny's, etc.   

Trainers who think they are in business to solely sell sessions also live in that same category.

On the other hand, fitness professionals who understand they are in the "business of life" based on their relationships with their clients -- and build their brand upon their passion  --  typically end up in the premium category.  They also are more financially successful.

Where does your business live?

To your continued Success,
Art Rothafel

Beach Bum... by Art Rothafel

It's that time of year again.... daylight savings time, warmer weather and the thoughts of summer!  "AAAUUGGGGHHHH.... how will I look in my bathing suit???!!!"

It is so predictable.  Every year, it's the same thing.  The rush to lose weight... and lose it fast! 

Here's where it gets really tough for true fitness professionals to tell the truth.  Really tough to manage expectations.  Clients are in a panic.  They don't want to hear about weight-management being a process.  About a lifestyle.  About a mindset.

So, take heart ... and be tough my fellow truth warriors.  You can do it.  Tell them the truth.  Educate them. Motivate them. Manage their expectations. 

Even if you change just one life... that's 100% better than the protocol at Weight Watchers, Jenny Craig, Nutri-system and all other commercial weight-loss programs who mistakenly think it's all about losing pounds-on-the-scale.

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

Yikes...$$$ By Art Rothafel

Yikes! It's getting even worse...  Americans so desperately want to be told how to lose weight!   

Last year, 439 new diet books appeared on the U.S. market according to Bowker's BooksInPrint.com. 

U.S. sales of health and fitness books (of which diet books are a big chunk) reach well over $500 million per year, according to market analysis firm Simba. 

Here are the top 10 latest books according to the LA Times:

• Does This Clutter Make My Butt Look Fat?
• Skinny Bitch
• The Spectrum
• The All-New Atkins Advantage
• The Writing Diet
• Eat This Not That
• The No S Diet
• Perfect Body Diet
• The Shangri-La Diet
• The GenoType Diet

Here's the real question:  If people are willing to shell out more than $500 million a year on one-size-fits-all protocol type books....
How much would they pay to attend an actual "hands on" weight-management 101 educational course? 

How much would Corporate America pay for such a course?

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

MediCorp MAP - by Art Rothafel

As you may know we're currently working on our web-based Menu/Activity Planner (MediCorp MAP) website.  (I know... there's all kinds of cool stuff to go along with MAP... like the MAP to a healthy lifestyle, etc.)

I'm really excited about the progress.  We've had so many inquiries that it seems appropriate to share a few of the elements:

• First off, our goal has always been, and will continue to be:  K.I.S.S.  (Keep it Simple Stupid).  Our research and focus groups continue to reveal that most fitness professionals want to spend time with their clients on the floor.. not in front of a computer screen.   User-Friendly, fast and to-the-point is where we will continue to focus.

• You'll be able to upload your logo as well as other custom elements to the site.  So, for your clients, it will appear that they are still on your website (even though they will actually be functioning on our servers).  This, of course is in keeping with your branding.

• With this site you, and your clients, can create custom menu plans... PLUS, you'll also be able to create custom Activity/Exercise Plans, too.   And, just like the food exchange, the site will allow a user, or you, to exchange activities/exercises as well.  You'll also be able to input custom foods and custom activities/exercises.

• One of the best things about a web-based site is that you and your client can be in different locations while still working on the same menu or activity plan.  This is a big "Plus" for those who offer off-site consulting, mentoring and phone coaching.

• The business model will allow you to offer your client a yearly subscription to your exclusive and "specially branded" website for whatever price you think is appropriate. (think... bundled packages with memberships, contests, personal training, weight-management, etc.)
  

That's all for now.  Special thanks to those of you who signed up for beta-testing.  I'll be in touch with you very soon to confirm your interest and provide access.

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

Spring Semester.... by Art Rothafel

It's time for SPRING SEMESTER!   

Once again.... I'm going to preach the value of the "education-based" weight-management curriculum.  Yes, Weight-Management 101.  It is, by far, one of the most profitable, rewarding and successful business models in the fitness business.

• Education-based curriculums can be taken to the public via Corporate Conference Rooms, Apartment Complexes, Churches, Schools, etc.;

• People can attend an education-based curriculum in their street clothes, thus eliminating any fear of how they may appear in workout garb; 

• Most Next Generation fitness professionals/clubs who provide these education-based courses end up with more than 50% of the students becoming personal training clients, club members or both;

• The course can be priced a.) per head; b.) flat-rate; c.) per session; or whatever makes sense to the provider;

• People who have attended a Weight-Management 101 Course become much better personal training clients as they understand the rationale behind their programs (adherence, consistency, nutrition, etc).

Your course materials are all here:

1. Reference Manual
2. Quizzes
3. Journal
4. Nutrition CD
5. Marketing Posters

To Your Continued Success!
Art Rothafel
art@privatelabelfitness.com
tollfree:  800-340-7011

Secret... by Art Rothafel

In the late 70's there was a recession -- inflation, high interest rates, gas lines -- etc.  I was in my early 20's and a 3rd manager at a Jack Lalanne's European Health Spa in Southern California.   Guess what happened during the recession?  Sales went through the roof!  Jack's team knew "the secret."

In the early 90's we went through another recession.  This time I had my own nutrition and fitness company.  Again, sales through the roof.  After all, I had learned "the secret" and simply applied it!

Now, here we are again.  Public officials, media, everybody is screaming "RECESSION.... ECONOMIC DOWNTURN.... DOOM AND GLOOM!   This is giving me cause to celebrate!  I absolutely love it because ... well, ya know....  I have "the secret."  Would you like to learn it?

Here's one of the first basic lessons I learned about successful businesses:

1.) STAY POSITIVE - Don't buy-in to the "negative bandwagon."  Instead, become the beacon of optimism and hope.  You'll find that it draws people to you (and your business) like a magnet.  Deliver your positive message through all communications - media, public speaking, website, etc.

2.)  PUSH FORWARD - The tendency during downturns is to pull back all advertising and marketing activities.  Wrong!  This is the one time to push even harder.  Spend 10% more than normal.  While everyone else is pulling back, you'll stand out even more - especially with your message of optimism and hope.  And remember... the #1 Advertising ROI is:  public speaking!

3.) LEVERAGE THE OPPORTUNITY - Do you know the most common advice given when people are laid-off?   Exercise!  Yup, that's right.  Psychiatrists, psychologists, therapists, human resource directors, job placement professionals, etc., all agree that getting the blood flowing through exercise will help in all sorts of ways. 

Physical activity off-sets minor depression and elevates mood.  Helps with sleeplessness.  And for those seeking new employment, exercise is the #1 thing that will help.  No one wants to hire a "burnout!"  They all recommend getting to the gym and becoming "renewed."   At almost every motivational seminar there is an entire segment dedicated to the importance of nutrition and exercise.  Your entire studio or club could be an inspirational seminar!

NOW.... You know "the secret," too.  What will you do with it?

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

Wanted: Beta Testers for New Web-Based System - Art Rothafel

Well, once again, it pays to be a subscriber to my blog.  YOU are the first get the opportunity to be a beta-tester for our upcoming MediCorp Menu & Activity Planning web-based system.  We are accepting the first 100 health and fitness professionals -- who complete this form -- to be our beta testers.

As a beta-tester, you'll receive ten (10) free clients (subscriptions) on the new web-based system.

The new web-based system will include nutrition planning just like the disk version, but will also include our new data base of "exchangeable" activities, including resistance exercises, cardio activities, swiss ball, stretching etc.

In return for the free subscriptions, we simply ask for your feedback and recommendations for improvements before the system is rolled out for use by health, fitness and medical professionals.

We hope to roll out the beta program sometime in mid April.  If you're interested in becoming a beta-tester, please complete this form. 

If you have questions, please call or e-mail me.

To your continued Success!

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

Slap Shot..... By Art Rothafel

Talk about "taking it" in the chops!  Does this apply to your club or studio? Here's my experience with Frontier Airlines:

Three weeks ago I booked a flight from S. Cal to Denver on Frontier Airlines.  But, then, my lovely wife and daughter looked at the calendar and discovered my brief trip was during Presidents Weekend (no school) and  they could join me if I was willing to extend my trip by three days.

Figuring this was plenty of advance notice, I said O.K. and immediately called Frontier Airlines.

I got a reservation agent on the phone and explained the situation.  But GET THIS... She was unwilling to change my original booking without charging me an additional $105 change penalty.... THIS.. DESPITE THE FACT THAT I WANTED TO PURCHASE TWO MORE RESERVATIONS $700!!!!!   

I asked to speak with the Customer Services Manager.  Same story.  In fact, the young man actually REPRIMANDED ME for not reading the fare rules and policies! 

So, in effect, they were ready to penalize me for spending more money on their airline.  This is OUTRAGEOUS... not to mention incredibly bad marketing.  Just think of the ill feelings and negative word-of-mouth this creates. (I, alone, communicate with thousands!)

Nonetheless, I booked the flights and paid the penalty.  HOWEVER... being an "action guy," I wrote to the President and CEO, Sean E. Menke, to let him know of the situation and my experience. Here's why...

I'll bet that the Mr. Menke has no idea that his Customer Service Representatives are treating Frontier's customers so poorly.  I'll bet that if he knew the situation he'd waive the penalty fee and say "Thank You for flying Frontier Airlines."   I'll bet he'd recognize how bad it is for "policy" to trump "excellent customer service."  After all, he wouldn't be CEO if he didn't understand this stuff.  And most of all, if enough people complain... I'll bet as CEO, he'll change it on-the-spot. (In fairness, if he responds to my letter, I'll update this blog).

This brings us to YOU.... your staff your members/clients.  Do you really know what's going on?  Do you know how your members and clients are being treated.  Are your frontline employees empowered to make common sense decisions to accommodate customer satisfaction... or are they constrained by "policies?"

At our company, we often ask ourselves, "How big can we grow before we become out of touch with our customers?"   And, even more importantly, how will we respond if one of our customers feels like he or she just got "sucker-punched?"

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

Dale Does Branding.... by Art Rothafel

There's a saying:  "If you love your work, you never work a day in your life!"

Dale Benedict, owner of The Training Studio in Louisville, KY exemplifies this lifestyle! 

First off, he's got the credentials and can certainly "walk the walk."  He's a "brand" evangelist who has developed multiple profit centers.   And, most importantly, you can see his business is much more than simply selling sessions.  It's almost a social network.

Check out the branding.  Look at all the branded apparel in his group photos!  Great stuff for press releases, web site, brochures and advertisements.  He also brands our protein powder.

Next, are his 3 fitness DVD's under a separate brand (snowangelfitness.com).  Dale tells me sales are way above projections.  This has turned into a nice profit center.

Finally, take a look at his web photo albums and his blog.  From simple workout sessions to group events to iron man competitions, The Training Studio has the look and feel -- not of a fitness studio, but rather a fitness "family."

From an outsider's perspective, it appears to me that Dale's members all know each other.  All support each other.  All motivate each other. 

Now that's a great business model!

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

Flexibility... by Art Rothafel

How flexible are you?  Not your body.  But rather, your tolerance for clients who can not possibly make fitness as high a priority as you would like?  Are you tolerant... or more like:  "My way or the highway!"

Sandi Jenson recently told me about her Weight-Mgmt. 101 class where all of her participants (17) were at different levels of commitment.  Some were truly committed:  Journals filled out, menus completed, homework assignments completed, etc.  Others, were only half as thorough and some were getting almost nothing done. 

"How did you handle this discrepancy in motivation?"  I asked

"Simple," she said.  "First, I discovered it was NOT a matter of motivation.  It was all about time.  At the very first class I went around the room and asked each participant to describe their "typical day"  -- work, school, family, kids, organizations, leisure time, etc.  Each person's "day-in-the-life" was different.  It was obvious that some had more time than others.  I explained, very clearly, to the entire class that there is no right and no wrong to any of this.  HOWEVER, I was equally clear that their physical results would be totally dependent upon their time commitment to the course and associated activities.  No right, no wrong.  Just a fact. 

"Did it work?"

"Oh yes!  Once it was explained that their expectations could ONLY be referenced against their time commitment... everyone was O.K.  In other words, it was important to manage their expectations through reflection of their time and commitment."

Well done!  Managing expectations is key for fitness professionals.  It takes all the pressure off the trainer and puts it where it belongs ... with the client.

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

Smart Ideas.... by Art Rothafel

I just love smart, creative people.  And believe me, there are plenty of these people in our business of fitness.  I guess you have to be smart in order to motivate people toward a positive lifestyle. 

At any rate, here are just a few of the creative ideas I can share with you that incorporate the Daily Journal:

1.) If each page of the Journal is complete, for each day, then, the trainer either refunds the cost of the Journal or puts that money toward a personal training session.  Most often the client will opt toward the training session.  Either way, if the Journal has been completed every day, then, you can bet that client achieved awesome results... which becomes a testimonial for the trainer.. print, in-person, word-of-mouth, etc.

2.) The Daily Journal most recently was used as a high school fund raiser "option."  Instead of sending the students out to sell candy, cookies and other non-healthy items, the Journal, with the school's mascot on the cover was sold for $25.00 each.  It was positioned as the "healthy alternative" with the trainer's card inside!  The Trainer made money and more clients than she could handle.

3.)  One fitness professional uses the Journal as a "qualifier" to determine the motivation of potential clients.  He asks the client if he/she will be willing to pay a $10 "non-compliance" fee for each day the Journal is not completed.  If they say no... he doesn't take the client... here's the whole story.

4.)  One of our most "seasoned" and successful trainers has had an ongoing policy with Daily Journals.  She won't let any of her training clients have journals until they turn in their bathroom scales.  Great trade!

5)  Another marketing savvy trainer convinced a "whole foods" grocery store to purchase 50 daily journals with their logo on the cover.  We also inserted a bunch of healthy food coupons on the inside.  Then, the trainer organized a grocery store field trip at $10. per person.  Each participant received the Journal with coupons, a pedometer, water bottle, T-shirt and Grocery Tote bag.  It was so successful, we printed a second round of Journals!

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