by: Dave Kenyon, Gold’s Gym Hudson Valley Organization
It’s that time of year again and everyone is getting ready for the busy season. So I would like to tell you how we make more money in Personal Training every single January. And each year keep about 30% of the new Personal Training clients paying for more training after the busy season is over.
How do we do it you ask?
The Gold’s Gym Challenge. Yes, every year you read about this and some of you do it and some of you don’t. We get the fact that you don’t have a spare employee standing around waiting for something to do. It’s January and people are coming into your gym like crazy (hopefully). So forget about the gym that had 700 people do their Challenge, start small. We understand that you can’t handle taking measurements and pictures of hundreds of members. Take a trainer or another employee that is a self-starter and get them to run this for you. Give that person an incentive to do the job well and a reasonable goal of how many to get involved with the Challenge. It can be as little as 25 people, as long as those people have a good experience, it will grow.
So let’s get back to making more money in Personal Training. Every single member that joins your Challenge should get a Personal Training Offer, which could be one-on-one or group training whatever gets them involved with your trainers. The best part is they will want to buy now because they have a 12 week deadline to look better. It’s that simple, and hundreds of clubs do it every year and have great success. And that’s not the best part; as I said earlier 30% of these new Personal Training clients will continue to pay for training after the challenge is over. Because your trainers helped them change their lives.
We also realize that this seems like a big project to undertake in January, when all you want to do is get as many members in the door as possible. Please don’t use that as an excuse as we have endless resources at your disposal to walk you through every single aspect and detail of the Challenge as well as someone you can call and ask questions of. Here’s a great tip for you first timers that are nervous about it. Advertise it as a limited availability event, the first 25 or 50 people to sign up get in and after that it’s closed. Make it something that people feel they can’t miss out on.
Don’t be that person complaining that the first quarter could have been better, do something about it now!
Registration for the 2014 Gold’s Gym Challenge will open within the next few weeks. Watch for information and registration details!!