Art's Blog

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