Art's Blog

Biggest Losers... by Art Rothafel

 I'm sorry, and I don't mean to be disrespectful, but... when it comes to health and well being I think doctors are the "biggest losers!"

Doesn't it seem a bit outrageous with today's advancements in medicine and bio-science that most GPs still use the 1955 Metropolitan Life Insurance height and weight standards to determine if a person is overweight, underweight or just right.

And that ridiculous measurement is typically followed up with this brilliant piece of advice: "You need to eat right and exercise."  Yup.  Millions of Americans will hear this and nod their heads as if they agree and will attempt to commit to something they know very little about. 

Let's face it.  Most Americans have absolutely no idea what it is to "eat right and exercise."  Add to that the amount of misinformation on the web!  Is it any wonder?

More and more the role of fitness professionals is that of a health "educator/motivator."  It's no longer relevant to simply sell sessions.  Clients need to know what activities are best for them... even outside your facility.  And, man, when it comes nutrition... well... need I go any further?

If nothing else, fitness professionals can certainly help clients decipher the information...  help them navigate between fact and fiction.  And.... to give them the rationale behind why they need to "eat right and exercise!"  This should not be left up to the biggest losers.  It should be put into the hands of real health professionals... like you!

This is why setting up an educational course like Weight-Management 101 is such a huge opportunity. People will pay for credible knowledge that applies to them, personally.

To Your Continued Success!
Art Rothafel
privatelabelfitness
800-340-7011

Right NOW! .... by Art Rothafel

Here's what Jimmy DeLaurent (a true NEXT GENERATION trainer) has going on at his studio -- right now.... PRE-SALES for January!

"No more crying the blues for me," says Jimmy.  "I always used to think that November and December were just slow because that was the 'norm' for the industry.  But, last year we approached those two months the exact same way we approached our grand opening pre-sales 5 years ago.  Only this time it was for our weight-management programs and fitness contests.  As a result, our year-over-year growth for those two months was more than triple!"

He makes it sound simple, but like all good rewards, it's achieved through high-level thinking, planning and execution.  The key to this type of strategy is creating URGENCY through a declared limited enrollment, cut-off dates and being paid in full (PIF) in advance for all programs and courses

Here's how it's done.  Pick your start date of whatever courses or programs you plan to offer and work backwards.  What needs to get accomplished? 

Since most of this will dove-tail off your existing operations and administration... the bulk of your thinking and planning should be centered around marketing and promotions - both inside your facility and outside to the community.

Keep tuned to this blog.  Next week, I'll provide a complete run-down of how to get it all done.  But, for now, you should be doing the thinking, planning and execution..for your January.... Right NOW!

To Your Continued Success!

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

2 Huge Mistakes -- by Art Rothafel

When it comes to offering weight-management services... thousands of clubs, studios and trainers make 2 HUGE MISTAKES: 

1.) They only offer one (1) program at one (1) price!!! 

That's the equivalent to going to a tire store only to find they only carry one type tire in one size for one price.  How many tires do you think they sell?

Be creative.  You should offer no less than 3 different price points (good - better - best). 

For example:

• 8-Week Weight-Management 101 Course for $199
• 8-Week Weight-Management 101 Course plus 6 PT Sessions = $499
• 8-Week Weight-Management 101 Course plus 8 one-on-one Nutrition meetings (10-minutes) plus 24 PT Sessions $1,599

Here's the next big mistake. 

2.)  They only market within a 3-mile radius around their facility.

We've done the research.  Here's what we know to be true.  Consumers will travel up to 45-minutes to 1 hour to get what they want.  This means fitness professionals should target their presentations, seminars and speaking engagements -- not with a 3-mile radius -- but 60 minutes from their facilities.  Cast a wide net!

To your continued Success!

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

What's Your Brand Character? by Art Rothafel

Proctor and Gamble (P&G) is widely recognized as the "master" of consumer branding.  They've been at it for more than 100 years.  In fact, the term "soap opera" came from the fact that P&G (which sold laundry soap) was the driving force behind all the afternoon TV dramas - both as a sponsor and creative direction.

My friend Bernie is a brand manager at P&G.  He reminded me the other day about Brand Character.  At P&G, brand managers are required to write a white paper on their particular brand's character and personality.  What's that?  Here's how he explains it:

When two people meet each other and become romantically involved the first attraction is usually physical.  It's a visual cue.  (In a business sense, you could think of that first attraction as your logo or brand emblem).    But as you get to know each other several other attributes come into play.  And they are important. 

For example, is the person trustworthy? Does he or she have a high sense of integrity?  Hard worker or "quick-buck" artist?  Does he or she listen or totally dominate the conversation?  What about compassion and sensitivity to others?  As the relationship deepens hundreds, if not thousands, of character attributes come into play.  Ultimately, it gets down to this:  If your brand was a person, how does he or she behave?

Think about the brands to which you are loyal:  Your bank.  Your car.  Branded foods you consume.  Think about the character of those brands.  What are they communicating to you?

Think about the fitness industry.  What is the brand character of Gold's Gym, World Gym or Powerhouse Gym.  What is the brand character of 24-Hour Fitness or Bally's.  How about Curve's and other branded franchises?   

Now, think about YOUR BRAND CHARACTER.  Do you have one?   What is the character and personality of your brand? 

To your continued Success!

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

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