Art's Blog

Got Your Game On? by Art Rothafel

 Got game?   Jamie Pearson does! 

She no longer writes marketing plans for her co-ed business (5,000 sq. ft studio).  Instead, she writes and constantly updates her "Punch List" for promotions and other marketing activities. Below is a modified and condensed version of how she plans....

OCTOBER
Promo Name:  Healthy Holiday Countdown (HHC)
Start Date:  Oct 15th - Dec. 10th (8-weeks/classroom sessions)
Description:  Group format Weight-Management Classes 1X per week (60 min.) plus group and/or private PT sessions 
Price: $199 plus additional group or private training
Projected: 35-50 participants ($7-10,000); plus additional training ($10-15,000); 5-10 new referrals

• Tasks
• Develop Calendar Countdown Icon for all marketing materials
• Create "Benefits List" : Why you should sign-up NOW!
• Create Early-Bird sign-up before Oct. 5th. Save $30
• Flyers to post in studio  8.5X11" (B&W on yellow paper, laminate @ Kinkos qty. 20)
• Avery stickers on all equipment "Join the Healthy Holiday Countdown!"
• Email announcement to database
• Promote on Homepage of website, include form for sign-up.
• Telephone hold message to promote Health Holiday Countdown
• Order Journals and Reference Manuals with HHC logo
• Download Quizzes and Posters from Private Label Fitness
• Order Staff T-Shirts with HHC Logo
• Conduct pre-course body comp
• Press Release to Media re: HHC and Free Body-Fat Analysis
• Flyer handouts at all stations
• Create (5) 24x36" Calendar posters to mark off countdown

Judging by how much she orders from us, I can assure you Jamie's promotions are very successful.  She takes action.  Plus, this is just October.  She maps out the entire year and then, just delegates and "punches out" the tasks. (Her staff call her the "Task Master!")

How about you?  Got game?

To your continued Success!

Art Rothafel
art@privatelabelfitness.com

Action Heroes.... by Art Rothafel

 Yup... I have my own list of action heroes.  Here's a brief list of "action heroes" who have already posted the weight-management videos on their websites.  Click on the links to see how it lays-out on their sites....

• Brian Miller -  Fitness Evolution
• Glenn Greer - 30 In-a-Hurry
• Michelle Twitchell - Results
• Brad Scott - Sport and Life
• Emile Jarreau - M2 Fitness
• Kenny Reed - Fit for Life
• Shannon Olson - Progressive Pilates

There are hundreds more.   And, while the upload is a simple process, it shows some REAL ACTION.  In some cases, it was a do-it-yourself project, while others needed to call their web masters to get it done.  But, it got done.  And that's the point!

Action Heroes are always successful.  They download the posters and post them or hand them out to clients.  They conduct seminars and public speak.   They just do it!

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

Your Position..... by Art Rothafel

In marketing, we often discuss the "positioning" of a product or service.  Several fitness entities position themselves for their specific markets. 

For example, Gold's, World and  Powerhouse position themselves as the clubs for the "serious" fitness enthusiast.   24 Hour Fitness and Bally compete for the "low-price" commodity position.  Curves.... well, yes, for what it's worth, has positioned itself as the "leader" of the 3-day/30 minute workout franchise.

But, what about services.  And, specifically, how is weight-management positioned?  For the most part, clubs have always attempted to somehow position themselves as an equivalent to Weight-Watchers, NutriSystem and Jenny Craig.

Yet, fitness professionals don't even come close to using the same restricted calorie protocol.  So why do it?

Fitness professionals, especially those who teach a curriculum, should create and project a more academic approach to weight-management. 

To enhance that approach fitness professionals should stay away from the "hip" and "trendy" graphics used by commercial weight-loss centers. 

Instead, take a look at academic logos. They project a totally different look and feel.  Do you see it?

The academic approach or "positioning" will accomplish a number of objectives and allow you to:

• Differentiate your "course" from all other "programs" and commercial weight-loss centers;
• Align you with a higher standard (academia) and project more credibility;
• Attract more educated, higher income clients;
• Offer a better "value-received" proposition;
• Generate higher profit margins per student;
• Manage student expectations;
• Offer CECs (check with your local community college or other higher institutions).
  

So, "position" yourself for Success!

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

Multi-Profits... by Art Rothafel

 Due to the numerous calls and e-mails regarding my last rant.... I decided to continue the theme of developing multiple profit centers. 

But rather than pontificate (big word!) it might be easier to simply showcase some creative fitness professionals who have multiple profit centers. 

One word of caution, however.  I really don't endorse the "affiliate" type profit centers.   While it works for some fit pros, for the most part, affiliate programs cut into your profit margins, provide access to your extremely valuable client data and in some cases actually kill sales when the consumer wants it NOW!"

Hopefully, you'll glean some ideas from these sites:

1.) Linda Moeller has a fantastic profit center.  Talk about creativity.... She's created a brand new market.   Just click here and take a look.

2.) Here are a few others with multiple profit centers including products and programs.

• Strategy3   Sells a tremendous amount of private-label supplements
• Fit Studio  Programs, Courses, Supplements, Meals, Affiliates
• N'Shapewith'N  Still a work in progress... but this store rocks!
• Fitness for Golf - Total niche market - Awesome site full of profit centers

May your creative juices flow.....

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

Top 3 Actions for Fit Biz Success

 O.K. .... enough already!!! 

Look... I know you juggle a lot of things, already! 

But, how many books, CDs, tapes, seminars, workshops, DVDs are you going to purchase before you realize that SUCCESS is all about TAKING ACTION.  You really don't need to spend a fortune to discover this truth.  But, if you already know this, then, perhaps you'd like to know exactly what actions get the biggest return.

From some of the country's top fitness professionals, here are the Top 3 Actions for Fitness Business Success:

#1.) Outreach:  This starts with public speaking.  Get out there and Just Do It.  Public Speaking or Seminars is the #1 way for you to attract new clients and members.  Schools, churches, community groups, business organizations, corporations, police and fire, etc.  And they all want to know about Weight Management.   Outreach also means direct mail, email campaigns and simple contact with local media (radio, TV and Web).  Our most successful Next Generation fitness professionals are those who commit to outreach.

#2)  Multiple Profit Centers:  Especially true for fit pros who only sell sessions. Listen... "one-trick ponies" don't survive in competitive markets.  Look at software, automobiles, financial services, etc.  They all have multiple profit centers... not to mention "add-on" warranties and other upgrades.  Successful fitness professionals have a slew of profit centers including our Journals, Cook Books, CDs, Supplements, Skin Care, etc... and did I mention consulting services?    Beyond our products, they sell heart rate monitors, apparel, gym bags, balls, bands, etc.  some are even selling their own home-made exercise videos!  Sweet!  You don't need to spend a fortune... but you need to start somewhere.  Make your own bars... sell some fruit... how about bottled water.  Anything to get you headed down the path of multiple revenue streams.

#3.) Merchant Accounts:  Our research continues to point at this startling figure:  More than 86% of independent fitness professionals do NOT accept credit cards.  This is cutting your revenue potential by more than 50%.  C'mon.... I'll bet you have a credit card in your wallet or purse right now.  Today's currency is credit cards!  How can clients make impulse purchases of skin care, supplements, bottled water, bars, or even more sessions if you don't accept their currency.  Fitness is one of the last remaining professional services that still thinks it's O.K. to ask for cash or check.  Get down to your bank and start the process.  And don't take NO for an answer.  Go find another bank or merchant account company that will supply you with the tools you need to build your business.

Just take these 3 Actions and you are almost guaranteed SUCCESS!  As hard as you work, you deserve the financial reward!

To your continued ACTION!

Art Rothafel
privatelabelfitness.com
TollFree:  800-340-7011
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