Art's Blog

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....

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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!
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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