managing a team of personal trainers wendy sweet reg nurse/b.phed./p.g. cert health promotion

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Managing a Team of Personal Trainers

Wendy Sweet Reg Nurse/B.PhEd./P.G. Cert Health Promotion

Strategies & Tools To Increase Strategies & Tools To Increase Profits Through Personal TrainingProfits Through Personal Training

2PLANNING - PREPARATION - PERFORMANCE

Why have Personal Training

in Your Club? To To new member new member RETENTIONRETENTION over first 90 over first 90

daysdays

To To new member new member RESULTSRESULTS over first 90 over first 90 days days

To To CUSTOMER SERVICECUSTOMER SERVICE within your club within your club

To To additional additional PRODUCTSPRODUCTS to your existing to your existing lineline

To To bottom-line bottom-line REVENUEREVENUE


How Will Having Personal Trainers Club Revenue?

RETENTION revenue if you have revenue if you have contractorscontractors

SESSION revenue if you have revenue if you have employee P.T.’s employee P.T.’s

DECREASES REQUIREMENT for large for large numbers of gym instructorsnumbers of gym instructors

NEW MEMBER SIGN-ON's through through P.T.’s and/or casual rate revenueP.T.’s and/or casual rate revenue

PRODUCT SALES through trainers through trainers


What Does a Trainer “Need”from a Club?

Commitment to Commitment to the product from the product from ManagementManagement

A supportive, A supportive, positive personal positive personal training training environment with environment with clearly defined clearly defined contracts/boundaricontracts/boundarieses

A distinction A distinction between the gym between the gym instructor product instructor product and the personal and the personal training producttraining product

Assistance with Assistance with obtaining client obtaining client leadsleads

A great facility, with A great facility, with good equipmentgood equipment


What Does a Club “Need”from a Trainer?

Positive, Positive, enthusiastic, enthusiastic, professional professional approach/attitude approach/attitude to personal to personal trainingtraining

A trainer who gets A trainer who gets great great RESULTSRESULTS

A trainer who A trainer who SELF-GENERATESSELF-GENERATES their client basetheir client base

A trainer who is A trainer who is financially financially SUCCESSFUL, therefore therefore commits to rental commits to rental paymentspayments

A trainer who is A trainer who is LOYAL to the club to the club & promotes other & promotes other club servicesclub services


Employees Vs. Contractors

- The Issues- The IssuesEmployeesEmployees Who are also gym Who are also gym

instructors may cause instructors may cause “ product confusion”“ product confusion”

Often don’t have the Often don’t have the same “hunger” to same “hunger” to reach financial targetsreach financial targets

May cause fluctuations May cause fluctuations in PT revenue due to in PT revenue due to motivational issues; motivational issues; days off; etcdays off; etc

ContractorsContractors Provide rental Provide rental

revenue revenue consistencyconsistency

Allow for Allow for “Healthy” “Healthy” competitioncompetition


Developing A Successful Personal Training Programme

Hiring Hiring QUALITY trainers & a trainers & a quality PT Manager (how do you quality PT Manager (how do you define this?)define this?)

Commitment towards providingCommitment towards providing YOUR members with an excellent members with an excellent productproduct

RetainingRetaining “OWNERSHIP” of the of the product i.e. having great training, product i.e. having great training, assessment and performance assessment and performance measurement systems in place measurement systems in place i.e. trainer accountabilityi.e. trainer accountability

Product Product DIFFERENTIATION


Developing A Successful Developing A Successful Personal Training ProgrammePersonal Training Programme

Sales & Reception staff who Sales & Reception staff who UNDERSTANDUNDERSTAND the objectives of the the objectives of the PT product for the de-conditioned PT product for the de-conditioned marketmarket

Strategic plan for growing the Strategic plan for growing the team team $

A strong A strong “BELIEF”“BELIEF” that the PT that the PT product, managed properly, will product, managed properly, will add value to your club & add value to your club & promote member retentionpromote member retention

Ongoing promotional, marketing Ongoing promotional, marketing planplan


Product DifferentiationProduct Differentiation

WHYWHY??

So that members know what they are paying for!

WHATEVER YOUR VISION FOR WHATEVER YOUR VISION FOR PERSONAL TRAINING IN YOUR CLUB, PERSONAL TRAINING IN YOUR CLUB, THE THE ACTUAL PRODUCTACTUAL PRODUCT DELIVERED DELIVERED BY BY YOUR YOUR TRAINERS TRAINERS MUSTMUST REFLECT REFLECT

THISTHIS


Your Hiring/Recruitment Programme for Your Hiring/Recruitment Programme for New TrainersNew Trainers

Decide on the Decide on the “TYPE”“TYPE” of trainer who will of trainer who will best represent your member marketbest represent your member market

Check out what courses in exercise Check out what courses in exercise prescription your local education prescription your local education facilities offer - work with them!facilities offer - work with them!

Look Look WITHINWITHIN, before you look “outside” , before you look “outside” - turn great staff into greater trainers!- turn great staff into greater trainers!

Maintain a professional approach to Maintain a professional approach to recruiting, interviewing & practically recruiting, interviewing & practically assessing new trainers……..assessing new trainers……..

Start as you mean them to continue!Start as you mean them to continue!


Training New Trainers Everything about the Everything about the

products/services of your club, (inc. products/services of your club, (inc. the “history”)the “history”)

Sales system, membership Sales system, membership structures etc.structures etc.

New member induction - New member induction - programming, customer service, programming, customer service, retention systemretention system

Product differentiation expectationsProduct differentiation expectations

Goal setting & selling strategies for Goal setting & selling strategies for retaining new clientsretaining new clients

Your performance expectations - Your performance expectations - contractual issuescontractual issues

WhaWhat do t do they they neeneed to d to knoknoww


Management of your new trainers PROBLEMSPROBLEMS

May not understand the needs of your new May not understand the needs of your new member marketmember market

Might lack confidence in selling to & retaining Might lack confidence in selling to & retaining clientsclients

Most probably are over-programming, and not Most probably are over-programming, and not fully understanding the Adaptation Response fully understanding the Adaptation Response for new membersfor new members

May perform like gym instructors out on the May perform like gym instructors out on the floor!floor!

Rely on the ongoing client leads generated Rely on the ongoing client leads generated through P.O.S. - through P.O.S. - WHY?WHY?


Ongoing ManagementSOLUTIONSSOLUTIONS

Induction & management Induction & management programme set by the club – what?programme set by the club – what?

Measurement of PerformanceMeasurement of Performance New trainers = weekly for 6-8 New trainers = weekly for 6-8

weeksweeks then quarterlythen quarterly then 6 monthlythen 6 monthly

Contract renewal requirementsContract renewal requirements Member client surveysMember client surveys


Areas for New Trainer Management

Assessing their Assessing their progress with progress with programming for programming for & retaining your & retaining your new membersnew members

Assessing their Assessing their goal-setting/selligoal-setting/selling skillsng skills

Identifying & Identifying & trouble-shooting trouble-shooting time-management time-management issuesissues

Assessing their Assessing their “product” out on “product” out on the floor, i.e. client the floor, i.e. client interactioninteraction

Assessing their Assessing their knowledge of your knowledge of your clubs other clubs other productsproducts


Heart Rate Response to Exercise

Stress Adaptation Curve

The Staircase Approach to Goal Setting

TimeP

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Time

Hea

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Planning for Business Performance

Financial Planning / Business PlanFinancial Planning / Business Plan

Setting out your fee schedule / Setting out your fee schedule / packages available. packages available.

Determining your cancellation Determining your cancellation policypolicy

Stationery requirementsStationery requirements

‘‘Welcome Letter’Welcome Letter’


Weekly PT Planning Sheet

Number of clients bookedNumber of clients booked Does this meet my targetDoes this meet my target YES / NOYES / NO

How many more clients are neededHow many more clients are needed # of cancellations re-booked from last week? # of cancellations re-booked from last week? # of sales lead calls made this week? # of sales lead calls made this week? What does next week look like for bookings?What does next week look like for bookings?


Example of 6 Week Follow-Up Programme

WEEK ONE:WEEK ONE: Programme review; track their retention/ sales from new client leads given to them

WEEK TWO:WEEK TWO: Programme review; problem-solving; tracking sheet



WEEK THREE:WEEK THREE: Programme review; retention/ follow-up strategies; setting of self-marketing initiatives (in & outside gym)

WEEK FOUR:WEEK FOUR: Programme review; time-management issues; tracking of retention; observation of a practical session



WEEK FIVE:WEEK FIVE: Problem solving; review of marketing initiatives; review of their business systems; tracking sheet

WEEK SIX:WEEK SIX: To review the trainer’s overall performance & give feedback (review #1) to assess their

product & facility knowledge

to set them goals to achieve for next month review


Reception / Sales SystemReception / Sales SystemFOR MANAGING LEADSFOR MANAGING LEADS

What is happening @ the P.O.S? What/ Who are sales team

selling? (Product Differentiation) What is your system for new

members contacted within 24hrs of signing-up?

How do existing members sign-up with a Personal Trainer?


Ongoing Issues to Address

Performance Assessments – Quality Service Delivery

Trainers NOT meeting expectations

Renewal of contracts – how?

Moving trainers towards ‘Senior’ Trainers

Trainer Retention Strategy – minimum of 2 yrs…..


The Future of PT in NZ …. Ensuring that PT continues to be a quality Ensuring that PT continues to be a quality

driven product… what are your members driven product… what are your members paying for really??paying for really??

Effective PT Managers who are able to Effective PT Managers who are able to understand about leadership development understand about leadership development issues for trainersissues for trainers

Focussing on keeping great, knowledgable, Focussing on keeping great, knowledgable, successful PT’s who you want as successful PT’s who you want as ‘benchmarks’ of excellence in your clubs‘benchmarks’ of excellence in your clubs

A commitment from Club Owners/ A commitment from Club Owners/ Managers to a vibrant, energetic, effective Managers to a vibrant, energetic, effective product that meets the unique needs of product that meets the unique needs of your membersyour members


The Final Word….

““The difference between a great PT The difference between a great PT manager and an average PT manager and an average PT manager, is that the great PT manager, is that the great PT Manager knows what the PT product Manager knows what the PT product is supposed to look like, and pursues is supposed to look like, and pursues this relentlessly!” this relentlessly!”

(Wendy!)(Wendy!)

managing a team of personal trainers wendy sweet reg nurse/b.phed./p.g. cert health promotion

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