This video, one of the funniest I've ever seen, illustrates a good point. How targeted is your marketing. Are you scatter shot? Are you trying to be "all things to all people?" How about your promotions?
Listen, I realize I keep harping on EDUCATION. But that's because among several successful next generation trainers, single-focused education programs are one of the most profitable programs you can implement.
Why?- Almost no capitalization (no equipment, licensing, training, etc.).
- Utilization of existing staff knowledge (most certified trainers possess this knowledge)
- Market demand - especially weight-management. (consumers want this information)
Years ago, Shelly Martinez, a twenty-three year old independent trainer at a Gold's Gym in Louisiana ran one of the best, and most targeted programs I've ever seen - all based on education. Here's a quick bullet list of what see did:
- Promotion: Life and Style University
- Theme / Colors: Louisiana State University (very smart)
- Curriculum: 6-weeks - 2 chapters per week in our Reference Manual)
- Class Size: Limited to 25
- Cost: 199.
- Time: Wed nights: 8:00 - 9:30 p.m.
- Total Sales Revenue: $4,975
Marketing:
- Letter size handouts at front desk.
- Website: Home page promotion - Above fold.
- 3X use of club e-mail list
- Letter size handouts posted throughout club, including locker rooms.
Results:
- 4 Classes per year: Total; $19,900
- Training increase: Sessions up 23%
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