Guerilla Marketing for Your

Personal Training BusinessSherri McMillan, M.Sc. has been inspiring the world to adopt a fitness lifestyle

for 30 years and has received numerous industry awards including 2010 CanFitPro International Presenter of the Year, 2006 IDEA Fitness Director of the Year, 1998 IDEA Personal Trainer of the Year, & 1998 CanFitPro Fitness

Presenter of the Year. As a fitness trainer, she is a fitness columnist for various magazines and newspapers, author of five books and manuals

including "Go For Fit - the Winning Way to Fat Loss", "Fit over Forty" & "The Successful Trainers Guide to Marketing", and featured presenter in various fitness DVDs. She has presented hundreds of workshops to thousands of fitness leaders throughout Canada, Australia, New Zealand, Germany,

England, Spain, South America, Asia and the U.S.A. She is the owner of Northwest Personal Training, a Personal Training studio that generates over a million dollars in sales per year and was awarded the 2006 BBB Business of

the Year and the Chamber of Commerce Community Builder Award.

www.nwFitnessEducation.com

What is Guerilla

Marketing?

Guerrilla marketing is an advertisement

strategy in which a company uses surprise

and/or unconventional interactions in order

to promote a product or service. It is a type

of publicity.

Goal – 5% of gross revenues on

advertising and marketing40% Jan/Feb, 10% March/April, 10% May/June/July/August,

30% Sept/Oct/Nov, December 10%

Newsprint does not draw consistently and is non-targeted

Radio ads must be heard over 20 times before the customer gets the message

TV ads must be seen over 12 times before the customer gets the message

Direct mail has a ½ to 1% response ratio

Lead boxes, counter stands, and door-hangers have very low response-effectiveness

The average facility cannot compete with “big-box clubs” marketing and advertising and should not try to!

Pieces to the Puzzle

1.Personal Trainers – Recruit, Hire, Train,

Retain

2.Most effective Marketing Tactics to attract

new clientele

3.Most effective programs to attract new

clientele

4.Most effect sales systems to influence

someone to invest in Personal Training

5.Customer Service & Client Retention – there

is NO better marketing than RAVING FANS!

#1 Build your Dream Team!Surround yourself with amazing peopleYou are only as good as your trainers!

4 Steps to Building your Dream Team

1. RECRUIT - Where do you find them?• College/University programs• Host workshops• Internships

2. HIRE - How do you pay them?• Compensation Survey, Pay Fairly,

40-50% Rule3. TRAIN - How do you train them?

• Internship, Corporate Manual/Quiz

2. MARKETINGA great product makes no sense

if no one knows about it!

Before you create a marketing strategy

you must completely understand

Yourself – strengths, passions, valuesYour business – strengths, goals, mission, vision, brandingYour clients – Which type of client do you do best with? Which type of client is drawn to you? Who are you talking to? What do they do? Where do they shop? What do they read?– “If you can see the client through the client’s eyes,

you can sell the client what the client buys”– You can either continue to attract the type of client that you

already do well with (which is always easiest) or if this market is saturated, you can look towards a market that you have not yet attracted (look for easy transitions).

Your competition – What is everyone else doing?– What can you do that the competition can’t or doesn’t

want to?

IMAGE is everything!

Develop eye-catching fliers/website/social media– establish an image and be consistent!

Clean, clear, readable layout and typing. Use photos or professional graphics

Clarity over Cleverness…where, how, why

Recognize the power of “You”

Use testimonials

Quality and no errors!

Use multi-use materials

Preparing Your Text

What triggering events might have happened in your potential clients’

lives to cause them to want or need your services/programs?

Reasons people will buy:

To feel good, be sexy, be attractive, have fun, be healthy, save time, be comfortable, gain knowledge, for convenience, out of guilt, to feel important, live longer, save money...

People buy to change!!

Creating Text

Use Power Words that evoke emotion and cause people to want to take action

Encourage the consumer to stop thinking and start DOING!

Avoid using too much text!

Alvin Eicoff’s Formula

State the problem

Explain the solution

Demonstrate how your specific service best provides the solution

Can you come up with a promise, proposition, positioning statement?

McDonalds, Coca-cola, Lenscrafters…

Have you had your workout today?

Feel good in less than an hour

Most Important Tip!

Work with a professional.

Make the investment.

It will be well worth it!

Have them design your website and important

pieces and create a CSM & template that you

can use for other programs/offers.

WEBSITE/SOCIAL MEDIAWebsite should be content driven, drive high traffic, have an email capture system and include a CSM so you can easily manage the content

• Social Media presence –

• Ask yourself how do you want your audience to feel when they see your post;

• Develop community;

• Jab/jab/punch;

• Encourage team to engage/interact/share business posts to influence organic boosts,

• Pay for boosts if you see a positive organic response

External Initiatives –

Media Alliances

Develop a list of media contacts (print, radio, TV) in your area

Do regular email teasers to develop relationships

Offer to write a free weekly/monthly column

Offer free sessions and perhaps propose a “Fitness Challenge” or “Getting into Shape Challenge”

Offer human interest stories

3. Internal Marketing Tactics

Specialty programs

Do you have a spot to highlight trainers and allow them some space to do their ‘thing’?Use your membership base to market Personal Training to– Program fliers throughout facility/machines,

Comp sessions, Success stories on bulletin boards, Spotting in classes, Mini-sessions

Host workshops/events/programs that give the PT department a lot of exposure– Quick Fix programs, Weight Loss Challenges,

Health Fair/Girls Night Out (Vendors, Wine/Chocolate, Fashion Show), Team Trainings

Weight Loss Challenges6 week programs work great– Seasonal options-Spring Makeover Challenge, New Year’s

Makeover Challenge, Summer Fix, Fall back into your Best– Offer multiple price points

Flying Solo: I know what I need to do. Just give me a finisher’s gift, weigh me in, and I’m good to go. The competition is all I need to keep me going. Cost: $47Jump-Start: In addition to a finisher’s gift, can you please provide me with a NWPT Results Manual and take my pre and post girth and body fat measurements (2-30 minute appointments). Cost: $97Rookie: I’m new around here and this will be a great opportunity to get me started on a trial membership. Please provide me with a Group Training membership during the challenge in addition to the finisher’s gift, NWPT Results Manual and pre and post measurements (2-30 minute appointments). Cost: $197Coach Me: Help me through this process. Includes finisher’s gift, NWPT Results Manual, Pre/Post Measurements (2-30 min appts), and 12-30 minute private training sessions (suggested 2 sessions/week).Cost—Members: $527 Non-members: $597 (includes Group Training membership during challenge)Tandem: Guide me closely on this journey. Includes finisher’s gift, NWPT Results Manual, Pre/Post Measurements (2-30 min appts), and 12-60 minute private training sessions (suggested 2 sessions/week).Cost—Members: $927 Non–members: $997 (includes Group Training membership during challenge)

– Pre-challenge measurements, give program expectations/manual

– Weekly weigh-ins, weekly motivational and educational emails and tips

– Post-challenge measurements, prizes, party

Host a Fitness Study

31 people completed program

15 people continued as clients post-study

$7550 initial direct impact

Cost - $3720

Give away an unbelievable

package during your

Anniversary celebrations to all

qualified, interested individuals

• Introductory Fitness & Training package includes 6 Private Training sessions

• 83% renewal

Partner with Local Non-Profits

Non-Profit - $99 Trial Package

Internal – Social media interaction = donation

Choose a different non-profit monthly

Team Training &

Specialty Programs

Team Training – 4 people - $25/client

Encourage privates

Implement reserved scheduling

Set a minimum # of sessions purchased

Large group - $10-15/session

Our most successful GT Programs

Training CampIndoor/Outdoor BootcampTabataTRXRopesKettlebellOlympic LiftsSpring Training Camp – Tennis, GolfBoxing Drills & Circuits / MMASki and Boarding CampWomen on WeightsBalletKids/TeenPre/Post Natal clinicsRunning Clinic (Learn to Run, 5km, 10km, Half Marathon, Track workouts, Adventure racing)Flex n’ RunTriathlon Training clubsHiking Clubs

ESTABLISH A YEARLY

MARKETING PLAN

Examine each month for holidays, time of year, special local events

Establish goals for each month in relation to your internal and external promotions

Keep a detailed record of which promotions work and which ones don’t

12 Month Marketing Plan should include:

External Initiatives–Association with community/business

memberships

–Network of Professionals

–Guest Speaking/Instructing

–Community Donations

–Directed Advertising

–Directory Presence - Yellow Pages/Online sites

–Trade Directories – Direct Mail

–Merchandising

–Banners/Sandwich Boards

12 Month Marketing Plan should include:

Staff Development

–Team Meetings

Social, Business, Practical

–Monthly Evaluations and Individual Meetings

–Weekly Memos

–Continuing Education

–Staff Incentives/Parties/Get-togethers

–Birthday/Special Event Celebrations

Monthly Marketing PlanJanuary:

New Years Day WorkoutMonthly Educational Seminar – Fat Loss/NutritionRunning/Walking clinics startTeam Training programs startAnniversary party

February:Valentine’s Day Specials & Classes – Sassy Dance, Couples Bootcamp, Couples YogaMonthly Educational Seminar – Partner TrainingSpecialty Dance Class – Beyonce’s Single Ladies Snowshoeing TrekSuperBowl Classes

Monthly Marketing PlanMarch:

St. Patty’s Day Workouts / Run

Monthly Educational Seminar – Strengthen Knees & Shoulders

St Paddy’s Day run

Golf Conditioning clinic begins

April:

Monthly Educational Seminar – Tri Info Meeting / Bike club info meeting

Easter classes

Spring Makeover challenge

Spring Classic Duathlon/Runs

Monthly Marketing PlanMay:

Monthly Educational Seminar – Women’s Health issues – MenopauseCinquo de Mayo classesMother’s Day workouts & SpecialsMemorial Day classes / Reflection RunHiking club beginsWalking/Running clinics beginSpecialty team program beginOutdoor Bootcamp programs begin

June:Monthly Educational Seminar – Injury Prevention – Back, Knees, ShouldersFather’s Day classes & specialsSummer RunTriathlon

Monthly Marketing Plan

July:Monthly Educational Seminar –Tubing Exercises on the GoJuly 4th classesMt. St. Helen’s ClimbBiking & Hiking adventureWhite Water Rafting

August:Monthly Educational Seminar – MELT your aches and pains awayLearn to Paddle BoardTriathlon

Monthly Marketing PlanSeptember:

Monthly Educational Seminar – Core Training 101Labor Day classesWalking/Running clinics beginSpecialty Team Trainings beginMarathon event

October:Monthly Educational Seminar –Exercise & Nutrition tips to help you look and feel youngerHalloween ClassesGirlfriends Half Marathon Specialty Dance class – ThrillerWinter Sports conditioning clinics beginHalloween workout / runs / costumes

Monthly Marketing Plan

November:

Monthly Educational Seminar –Nutrition for Fat Loss, Energy and Performance

Workout for your Soul

Thanksgiving day classes

Holiday challenge begins

December:

Holiday party

Holiday specials

Christmas Day / Boxing Day workouts

4. Sales SystemsRole play with your trainers:– Comp sessions– Overcoming Objections– Increasing client frequency– Asking for referralsTrack progress:– Closing ratio– Retention ratio– Productivity ratioSystems to interact with MIA clients:– High yield activity for trainers – Face to Face

Time & Phone Calls, Phone Calls, Phone Calls

5. CLIENT RETENTION &

CREATING RAVING FANS

UNDERSTAND THAT YOU MUST ALWAYS EXCEED

CUSTOMER EXPECTATIONS

Give your clients an experience they can’t get anywhere else and they won’t go anywhere else!

Which systems do you have in place to enhance client retention and maximize client enjoyment and satisfaction?

– Amenities– Special classes/events/active outings– Social Get-togethers/parties– Letters/Cards/Emails– Free Birthday sessions – Education/Workshops– Branded gifts– Trainer praise– Fun sessions– Results

Don’t try to do it all at once! Start with something you feel most passionate about and then build from there

Establish a yearly organizational plan

Measure and track your success

BusinessofPT.com

nwFitnessEducation.com