Marketing Your Personal Training Business

Marketing Defined The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals It's how a business decides what it will sell, to whom, when and how, and then does it

Product What are you selling (be specific)? –Example: Personal training services to older adult females in a fitness center Who needs it (define your population)? –Example: Older adult females who are overweight and at risk for osteoporosis Who knows they need it? –Example: Older adult females with an MD referral for personal training Who wants it? –Older adult females who are overweight and at risk for osteoporosis

Place Where will services be offered? –In-Home, Online, Studio… When will services be offered? How will clients come to your service? Who is eligible to receive services? How long will services be offered? Clients won’t come to a service that is not needed, not accessible, and serve a non- existent population

Price How much do your personal training services cost? –Prices must be high enough to cover your expenses (i.e., equipment, rent, travel) and allow for a profit margin that is high enough to justify your time –Prepare a budget

Price How much is being charged for similar services in the same geographic area? –Do you know the average going rate in your area? –What do those who charge above it offer that those who charge below it don't? –Have you compared what you offer in your sessions as a personal trainer with what others are offering?

Price How will your clients pay you for your services? –Cash, check, credit card… How often will your clients pay for your services? –Monthly, bimonthly, weekly

One-on-One Personal Training Rates Example PackagesHourly RateSavingsPrices 6 sessions$65$60$ sessions$60$150$ sessions$50$500$1000

In-Home Personal Training Rates Example Number of sessions Cost per session Savings per session Cost per package 50$62$6.00$ $63$5.00$ $64$4.00$ $65$3.00$975 10$66$2.00$660 5$67$1.00$335 1$68N/A$68

Partner Training Rates Example Number of Sessions Cost per SessionCost per Package 50$67/session $33.50/person $ $1675/person 35$68/session $34/person $ $1190/person 20$69/session $34.50/person $ $690/person 15$70/session $35/person $ $525/person 10 $71/session $35.50/person $ $355/person 5 $72/session $36/person $ $180/person

Group Training Rates Example 3 individuals: $20/person 4 or more individuals: $15/person Note: A minimum of 10 sessions must be purchased for Group Training Rates Reserved scheduling must be adhered to for Group Training Rates Initially, a private session(s) is recommended for each Group Training participant. Also ask about our Group Training Programs and Outdoor Adventure Series!

Promotion Defined as all attempts to make a service/product visible and desirable to a target market Who knows about your services? How do they know about your services? –Personal Website, Groupon, Facebook, Twitter, Linkedin, Youtube –Personal face-to-face contact

Promotion Take the initiative to introduce yourself to as many people as you can if you are working in a fitness club Simply introduce yourself, ask for the member’s name, say the name back to them and let them know you are there in case they have any questions. This works well to create the foundation for a professional relationship.

Promotion Group Exercise Classes –Very few trainers are taking advantage of this form of promotion –Speak with the group exercise director to find out how you can become an instructor –Often, the group exercise classes are the best way to develop new clients –Group exercise instructors are a great source of referrals in a club setting that often go untapped

Promotion Get to know the membership staff of the fitness club The membership consultants are the first people who meet with prospective members. If you see a consultant touring a prospect around the club, take the time to introduce yourself to the prospect and ask if he has any questions. If the club offers sessions with a trainer to new members, you want to do as many of these as possible (even if you are not paid your full session rate for them) By working with as many people as you can, you will gain needed experience, and you will be more visible than the trainer standing around

Promotion Group Personal Training Classes –Design the boot camp you have always wanted and promote group training sessions –This is an opportunity to work smarter not harder

Promotion Partners and spouse sessions Sibling sessions Bridal party sessions Get fit for class reunion sessions –Don’t be afraid to suggest it to your clients –Think of a good package for partners that adds value and remember to target their specific/unique goals

Promotion Testimonials and Photographs –They work well when attracting clients –Spread the word, and use them to your advantage –Ensure you have some great success stories with your clients A client that has lost weight or run a marathon

Promotion Business Cards –Don’t be shy to hand them out

Promotion Build a Website –Check out Websites for Trainers: Yahoo.com/buildwebsite

Promotion Client Referrals –Ask your current clients for referrals, whether it is friends, family or a colleague that could benefit from your services? –Recognize and appreciate the referral A free session and 10 percent discount on the purchase of their next package A gift certificate A subscription to their favorite health magazine

Promotion Develop relationships with local businesses –Hair Salons –Fitness Equipment Retailer –Makeup Retailer –Athletic Clothing Retailer –Supplement Retailer –Makeup Artists –Wedding Planners –Bridal Retailer –Athletic Footwear Retailer –Massage Therapists –Chiropractors –Muscle Activation Technique Specialists –Yoga/Pilates Studios –Nutritionists –Plastic Surgeons –Dermatologists

Promotion Contribute free fitness articles to web sites –You do retain the copyright, and they must give you credit for using the article and include your biography, which should be pointing to your web site. –It can result in hundreds of web sites promoting you through your article

People According to Unilever’s Chief Marketing Officer – Simon Clift, “Listening to consumers is more important than talking at them.” Know your target market and understand their needs Provide excellent customer service!