Small Group Training (Linked In Pdf)
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Small Group Training - More than just another program - a way to survive against low priced competitors!
![Small Group Training Moving your club towards a Results Based Sales and Marketing Model using Group Training Presented By: Greg Maurer [email_address] 302-528-1660 Health Club Industry Experts - Consulting, Brokerage, Management](https://image.slidesharecdn.com/smallgrouptraininglinkedinpdf-12996156881482-phpapp02/85/Small-Group-Training-Linked-In-Pdf-1-320.jpg)
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Small Group Training (Linked In Pdf)
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- 19. Health Club Industry Experts - Consulting, Brokerage, Management
Editor's Notes
- There may be other models but these three represent the three most common and repeatable models that are having success in the market now and will continue to have success because the consumer understands and appreciates their unique value proposition!
- Programming results based model also DOES sell memberships it is just not their first focus in the sales strategy or process – the focus is on providing the results the prospect wants and needs first then the membership sale becomes easy.
- Performing a meaningful SWOT analysis is something every club should do every year, and it involves taking an honest look at the strategic position of your club relative to other clubs in your area and the industry in general to determine what your value proposition is and where you need to adjust to stay competitive!
- Examples of strengths would include having programs that consistently deliver outstanding results for all participants; an effective swim lesson program that teaches kids to swim faster and more consistently than any other program in your area; a highly effective sales and marketing system, etc.
- Examples of weaknesses are lack of effective club management; lack of effective sales and marketing systems; lack of effective fitness and lifestyle programs that consistently produce results; or lack of quality fitness instructors!
- Opportunities are outside of your business and include conditions in your local fitness industry area that give you opportunity to expand your business.
- Opportunities can also exist because of more widespread conditions in the industry as a whole.
- Programming results based model also DOES sell memberships it is just not their first focus in the sales strategy or process – the focus is on providing the results the prospect wants and needs first then the membership sale becomes easy.
- Threats, like opportunities, are external to your business and include lower cost clubs moving in to your market area, slow market growth or decline due to poor economic outlook for key local employers, etc.
- Programming results based model also DOES sell memberships it is just not their first focus in the sales strategy or process – the focus is on providing the results the prospect wants and needs first then the membership sale becomes easy.
- Done properly small group training is the IDEAL value proposition because it provides all the accountability and results of supervised training with the cohesiveness of group exercise. At the same time clients pay less, trainers make more per session and can greatly increase their earning potential while the club also makes more revenue and profits – this is the IDEAL value scenario!
- This model works because it makes the organization accountable for actually producing client results – not selling them a membership which may or may not get them to where they want to go. This takes a real focus and a rethinking of how you are doing business at each level of your organization.
- This is Sample advertisement selling results and programming with a FREE membership so the focus is very different than your typical club advertisement focused on discounting enrollment fees and membership!
- Obviously you can and should have more than one program to fit the different target markets your club is trying to attract and service but the more you carefully focus on defining your target market and what their wants, needs, and goals are the more effective your programs will be!
- Typically clubs sell “packages” of 5, 10, or some other number of sessions or a single program purchase of a fixed duration. There is nothing inherently wrong with this pricing model but there is another model you should consider when starting group training with is the EFT model where you sell a specific number of weekly or monthly sessions for a fixed monthly fee. When done correctly this model can be very attractive by allowing you to have consistent monthly income without the need to constantly resign members to programs or packages.
- Marketing strategy is to focus on results people want – NOT membership or discounts!
- The MOST effective marketing makes use of testimonials – for any program you launch you should always include some sort of measurement/evaluation pre and post program and take the time to get written AND video testimonials – they do NOT need to be perfect – people want to see REAL people telling REAL stories – this is what makes effective marketing
- Selling results via selling programs rather than membership is a specific strategy and staff need to be taught how to properly conduct a needs analysis and present program options that solve the problems your members have in order to be successful – it is very different than selling memberships as a strategy.
- NPP Strongly Recommends that every club create a detailed new program launch checklist that asks for all the important questions necessary to insure a successful program launch. In general most new programs require at least 3 months lead time and planning for successful execution.
- This is where the rubber meets the road and also where many clubs fail – all new programs need to include a detailed projected P and L that includes all assumptions, costs, and projected sales and revenue and this should be critically evaluated
- Active members are defined as members using the club at least 1 time per month (active users with less than one visit per week are excellent targets to market small group training to as a way of re-engaging them in the club for better results!). So if you have 1000 active members you should be doing at least 125 individual PT sessions per week with an additional 40 people doing two small group training sessions per week.
- You must involve the training and/or group exercise staff in the selection process because the instructors delivering the programming must believe in what they are doing for success! NPP highly suggests you consider existing program options rather than creating your own programs which are dependent on a single creative trainer/instructor because if that person leaves where is the club left? When you purchase a program from a company you lose your dependency on some individual or small group of individuals.
- To schedule a complimentary 1 hour phone consultation contact Greg or call New Paradigm directly at 800-840-0705.