Dear Fitness Professional,
Our certification courses are designed to help existing personal trainers such as yourself, to be able to grow within the fitness industry as a business or personal brand. Student Brad Cunningham, who attended our CHFI Platinum Package week in April, shared this article with us about his experience and how he has used what he has learnt and added 26k to his business in 4 weeks!
How this course added 26k to my business within 4 weeks, By Brad Cunningham
When I decided to enrol in the CHFI Platinum Education package, I admit I was sceptical, I mean, I didn’t want to go to just another ‘PT Course’. With 2 gyms and a young family, 7 days away was a massive investment of my time.
Now let’s address the elephant in the room… It was a big investment financially as well. But very early into day 1, I knew I’d made the right decision. What I want to share with you is how I was able to transfer the knowledge I gained from this course into immediate revenue! We’ve been running our gyms for the last 6 years, our systems are sound, our message is clear and member experience is world class. But something was missing.
We had a business model, and we thought it was pretty sound, but within hours of the CHFI course I knew we were missing something pretty huge in our business. There was a whole market we weren’t serving, something that Daine McDonald with his years of extensive knowledge and experience in building up this internationally renowned brand proved to be very well versed and insightful with his recommendations during the course.
A business model or elegant business model is basically like a bunch of levels in your business, and you will have clients or prospects within each.
Here’s what our model looked like
Our core program was the silver option, and people would pay about $70 per week for this. However at any one time will have people at all levels, some people just download our free stuff (and that’s ok,) our goal here is to build trust with these prospects so they begin a trial with us, then convert into one of the other ongoing options.
It’s important to know that there’s always about 20% of your client base who want to do more with you, they want more information, more support and are happy to pay more money because they know like and trust you!
Now we had previously thought that our gold option was the holy grail, this program would cater to that 20%, it would get the best results as they’re seeing their coach twice a week, and would follow our semi-private program they get full access to the gym, and group training sessions and nutrition support. Now the issue was around our customisation of training and nutrition. We were customising it, but only to a certain degree, and only as much as we could within a group or semi-private model.
What the course provided me was the knowledge, the confidence and the ability to fully customise clients training and nutrition together and create a premium product for that 20% of clients who want more from us. As Daine said numerous times over the first two days, you are selling a product which happens to be a service. For that, to work your product needs to be the entire package to differentiate yourself in the marketplace.
We have lost clients in the past because they’ve searched elsewhere for this, where we can now offer a fully tailored service for them so they don’t need to go anywhere else.
I took action almost immediately after completing the course, and began creating a process in which to deliver this service, actually if I’m being honest I was partially doing it, taking notes and outlining it as I was doing the course.
Here’s what I did
I created a couple videos around nutrition, training, female cycle, and a couple others for members, giving them a bunch of really useful information that they could implement right away, but still leaving out some parts of the puzzle. Then within a week of that, I began offering nutrition and training consultations, I did this via email and our members-only Facebook group, $97= completely customised nutrition plan $197 = completely customised nutrition and training.
I let them know that due to the time and consideration that goes into each program I can only offer 5 appointments a week… I had 6 appointments booked the following week before I could turn it off. I automated the process so people paid, booked their time and received their PARQ, link to Braverman assessment and a few other things prior to their consultation. The consultation is basically to go over their ParQ, Braverman, current training and nutrition, goals etc.
Within 4 weeks post course, I had made my money back and some. I’m now converting 50% of these consultations into ongoing 1 on 1 clients who are paying anywhere between $90-180 per week. The other 50% receive their 12-week plan, some follow up/support and then we check in with them again in another 12 weeks. I’m now Averaging 5 appointments a week at $97 with 2-3 converting into a minimum $1k package. Sounds great doesn’t it, 26k within 4 weeks, but this is just the beginning. I’ve now set a solid foundation for a premium 1 on 1 coaching product and are continuing to gain more clients as each week goes by.
To summarise, regardless of what level you’re currently at, how long you’ve been in the industry, there’s always a new level to master and this course is without a doubt one of them.
So whether you want to learn about the business of fitness, nutrition, training or integrating it all together there is no other organisation out there in Australia (Or perhaps the world) which blends them all together with real-world experience and results!
With that said there is no point taking on a course like this without then following up with massive action. So often people will do courses and then don’t implement, potentially leaving money on the table and more importantly clients being underserved.
Yours in success,
Brad Cunningham Owner – The Fit Shop
Editors note: If you are a personal trainer interested in learning our industry leading methods when it comes to program design for human health and performance, check out our certification program’s which we teach globally to personal trainers. If you want to learn more about growing your fitness business specifically visit Daine’s personal website www.dainemcdonald.com