How to make more money in your fitness business: two example pages from our Diploma Performance and Diploma Therapy courses
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Financial Drivers – Your Economic Engine
Knowing what your economic engine is will allow you to understand more about how you set up your sales and marketing process. The financial driver is the way you measure your financial success. Many Personal Trainers have a fudged idea of how they measure this – mainly they charge per hour but get people to buy in blocks. Yet they themselves get charged monthly by their gym, phone company etc. Then they measure success by how many sessions they completed and how much they took that month. A complete fudge.
Your financial driver will help you determine how to price your product, and how to sell your product. It will also allow you to better decipher how to build offers when times are getting tough.
An example is as follows
You may have a weekly financial driver, then you may want to collect per week, and try to get people to pay per week also. So you may get people to pay at the end of each week, and charge them on the amount of session they managed to get in that week.
Weekly Price Chart Example
1 Session – £100 per week price
2 Session – £180 per week price
3 Sessions – £240 per week price
This way the client is rewarded for training more, and you will generate the money. I would have a monthly based fee, charged on guaranteed sessions, where I set out my working time for the month. I would ask the client to pay for some guaranteed slots in the week, where they get a fixed day and time, and then I would then charge them for this, and say if you want more session than this in the month, then they are half price, but you have to book on the day. This would be payable on the session and I could then decide whether or not to take them on to fill the gaps that day. I could also text my clients the day before I have a slow day, and earn some money. Because the aim of my business is monthly income, I would be guaranteed an income, and I could generate more money from my current clients without compromising my income.
Monthly Price Chart Example
1 Per week – £400 per month (so bonus session on 5 week months)
2 Per week – £720 per month (so bonus session on 5 week months)
3 Per week – £960 per month (so bonus session on 5 week months)
This would mean that the 1 session a week clients would get each additional session at £50 a session, and 2 session a week clients would get additional sessions at £45, and 3 session a week clients would get it at £40 a session.
By using this pricing system, you would be able to check your monthly outgoings and then add those to the disposable income you would like, and this figure will tell you how many monthly clients you need to sign up.
With regards to setting a price, if you have either our Diploma in Functional Performance, or our Diploma in Functional Therapy then I would be advising you look at charging at least 10% more than the most expensive trainer in your area. However it is important to know that price does not guarantee you the clients, and that price only makes you appeal to different income groups. It still does not guarantee success.
I always aim for a higher price, as I believe that the top end earners are the ones that I enjoy working with most. This also allows me to work a few less hours and spend a little longer making sure that the client gets all the attention they deserve. One of my best friends – also a mentor to me when I started managing Personal Trainers- Annette Lang, likes to keep a moderate price, as she does not want the top end client. She likes a more down to earth client.
Once you have your target market and your price in place, I would suggest you take a visit to www.elance.com and hire a good designer and, if needed, someone to write copy for your leaflets, website and business cards.
Guiding Your Clients through Your Service
Probably the most important part of your sales chat is being honest with your client about what you cannot do for them. Examples of things you cannot do would include, writing a diet plan meal by meal (unless you are a dietician) and diagnosing an injury unless you are a medical professional. I would also be wary of prescribing anything!
Limitations in your service give you a massive opportunity to refer to your own referral base. This is where it is great to team up with a nutritionist, chiropractor, physiotherapist and so on, to form your team. If you do this, then you can concentrate on being a leader in your field and you can start to refer to other leaders in your field.
The knock-on effect of daring to refer, is that you will also be in the best place to prove that you are about the client achieving their goals, and not about the money. This is something that Personal Trainers I have met through the years seem very touchy about. They do not like selling because they are not in it for the money.
Here are the tips I would give for you on guiding a client to your limitations –
1. Have a referral source to help clients get a rounded approach to their goals
2. Don’t be afraid to say you are not the most important component of what they are about to achieve
3. Have all the relevant leaflets, business cards and hand outs of the referral sources
4. Offer to accompany them to see the other specialists, so you can get a better idea of what your role will be in the process.
5. Let people know that they don’t have to take your advice, and you are happy to train them as long as they understand the limitations to what you can achieve alone
By showing people that you care enough to get them in front of whoever it takes, even if it is detrimental to your product, is a great way of proving you are trying to help them. It is hard to create opportunities to show that you are the one that should be trusted, so when you get them, grab them with both hands.




