Fitness Business School – Program Fixes

Full Transcript

Hey, Pat Rigsby here and in today’s episode I wanna talk with you about program fixes. Let’s get to it.

Welcome to the Fitness Business School podcast, the show for fitness business owners who want to grow their income, increase their impact and improve their lifestyle. Be sure to listen to the end of this episode because we have a brand new special offer exclusive for listeners. So stay tuned.

So in a recent episode, I went through some fixes for your ideal client pipeline and it was really actionable. It was really useful stuff that would help you get more people in the door, hopefully more the right people in the door, and really just obvious things that you can kind of put your pipeline under a microscope and say, okay, I’m not doing that, or I could do that better and fix it, check the box and move on.

Well, I wanted to do the same thing today with your program, with your training program. Now, I’m not going to sit sit here and try to, to talk through the, the on the floor training stuff. There are plenty of people who I think are better equipped than me to be experts for you in that. And if you’re not
checking out our newsletter, the process that I’ve partnered with Mike Robertson to deliver, there’s plenty of great training information in that. We send that out once a week and it is absolutely awesome. So I wanted to talk to you about program fixes from a business perspective. So we’re gonna walk
through about six different program fixes and give you some clear cut simple tactics that if you identify some needs and you get those things fixed, you’re gonna see your business dramatically improve. So let’s start with, is your pricing dialed in and where it should be?

Have you reviewed it to make sure that every one of your offerings are profitable? And I say that knowing that most people that get into this very much like, like I was right, they get into business without a whole lot of business experience. So you’re probably picking your prices for very arbitrary reasons. Ideally we should be picking our pricing in a way that allows us to ensure profitability. But a lot of people pick their pricing based on what they see other people do, and a
lot of times they even try to undercut the competition because they don’t have a lot of confidence in their ability to sell or they feel like they’re not established. So they, their easiest path for market entry is to be cheaper. So is your pricing dialed in? Have you reviewed it to make sure your offerings are profitable?

And if you know you want us to walk through some of that with you, just shoot an email to [email protected] and we’ll set up a call and we kind of walk through what profitable pricing looks like. Alright, next, have you reviewed and updated programs to make sure they’re all client centric? Now I
know that’s, that, that’s kind of a general way of saying that. So lemme give you an idea here. Are your programs simply like they would be at a big box health club where it’s just group exercise where people just, anybody can kind of walk through the door and attend and participate and it’s about joining a
workout. You’re renting access to a workout? Or are we finding ways to, to better connect and coach people? Are we making the clients individually feel important? Are we creating modifications in the program progressions, regressions to accommodate the, the various fitness levels,
experience levels that come through the door and are we helping people feel like, hey, every training session they leave feeling a sense of accomplishment, they feel important, they feel valued and connected with.

If you haven’t made things client-centric, if you haven’t looked at it from that perspective, I would just encourage you to kinda put it, put your, your program under the microscope and just say, okay, what could we do better? And, and almost all of us can do better with this sort of thing. I know that in my business coaching side of things, I’m always kind of asking that question, after asking that question for years, I can still look at programs that we offer and find ways to make them better through that lens. So I think that’d be a great opportunity for you. Third up, have you effectively addressed the other 1 65? We talk with clients a lot about the other 1 65. We teach people to do it. We’ve run workshops. Doug Spurling’s done a magnificent job of running workshops, teaching
people how we can really serve our clients for the 165 hours a week.

They’re not under our direct in-person supervision. And I think this is the, the future of where this is going. I don’t think that people are gonna be able to just get by renting people three hours a week of workouts and thinking that’s not a commodity. I think that group training will go the way of big box
health clubs and planet. Somebody will come along and do what Planet Fitness did and say, man, we can do this for really cheap maybe it’s $30 a month, maybe it’s 40, maybe it’s $50 a month. And so those folks charging five times that six times that there, there’s gonna be be a disruption.
Well, how do we address that? Well, the first thing that we can do is help people understand that we are their coach 168 hours a week. So those other 165, maybe it’s providing accountability, maybe it’s providing nutrition coaching.

Maybe it’s providing guidance and support when it comes to just being physically active when they’re not under our supervision. Maybe it’s giving them things to do if they can’t make it to the gym, not just giving them access to a membership site and saying Good luck. Go figure it out. But actually coaching
them. So that’s next up. All right, number four. Do you onboard new clients well or do you just kind of throw them in the deep end of the pool and say swim and onboarding new clients Well is making that sure they have the experience you want them to have, making sure that they accrue some small wins
and get to feel connected to their peers, to the coaches, to, to the business as a whole. Ideally it’s probably getting them to invite somebody in. And so it also improves your marketing. But have you put your onboarding under the microscope and say, okay, are we doing a good job with on new client onboarding?

All right, number five, do you have an evergreen conversion event in place and optimized to convert trials guests? Anybody that walks through the door and experiences what you do, do you have a system in place that is optimized to convert those people? Or are you just kinda if somebody shows
up for a bring a friend thing, you’re just winging it. Or if somebody comes in for your 28 day jumpstart, you’re just winging it and hoping the business like sells itself. Or do you have this conversion event? Do you have some sort of fast action offer where they get, what some of our clients call
the Godfather offer where they get some bonuses if they decide now do you have something in place for like a midpoint of a trial? Do you have a follow-up campaign that uses multiple channels like email and text and phone?

Do you, do you set a a success session up when somebody comes in? There are a lot of things that we can do, but do we have a system in place that is designed to convert those people who walk through the door to become ongoing clients? And then finally, do you have a deadline driven conversion event set
up at least twice a year, like a fall event and a, a January February event. Now, some people may do them four or five times a year. Those deadline driven challenges throughout the year or, you know, a challenge, a fresh start program, something. But my, my minimum expectation is that you’ve
got two a year, you’ve got something in the fall, you’ve got something to kick off the year. Do you have those in place to introduce new people to what you do?

To get people reactivated that may have drifted away, to convert people who are on the fence to, to really kinda give you something exciting to market to. So if you don’t have all those things in place, this is a great opportunity. Again, just put your program under the microscope, look at these six different kind
of opportunities for improvement and just go through and, and look at your business. Look at your programs through this lens. If you look at it like this, you’re gonna find one or two things at least that you’re gonna say, man, I could do that better or I should start doing that. Or, you know what, we used to
do that? We need to bring that back. And before you know it, you’re gonna have your programs locked in a little bit better. You’re gonna have better retention, you’re gonna have people more excited about what you do. You’re gonna convert more of the people who walk through the door if you want to build a better
business. Sometimes it’s not just trying a bunch of new stuff, sometimes it’s just improving the things you have. So there’s a program fixes to help you do just that.

Thanks for listening to this episode of The Fitness Business School.

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