23. We’re here to help! Shara Curlett Business Development & Marketing Manager HQH Fitness / Total Gym 800-552-8789 [email_address]
Notas do Editor
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
What is your membership base, how many of those would you like purchasing small group training sessions? How many trainers do you have? Who would you like to have teaching GRAVITY? Can you give me a 2-minute CNN summary of your club and the goals for the program? Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
You want to start slowly rather than trying to reach a timeline that is too rushed. I will be here to support you through this process. Launch Discussion/Preliminary Marketing: This is where we are now. You should begin marketing as soon as possible to build buzz around the program. Delivery of Equip: This should be organized with the operations department. Training: Should occur 1-2 weeks after delivery of equipment. The training coordinator can sit in on the launch discussion but should be alerted once the training date has been set. Practice and Marketing: Should occur for 2 weeks after training. Launch: Set a target launch date based on this timeline. Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
The Program Model is best explained in contrast to the package model, which is very common in fitness facilities for selling personal training. In the package model, a client can purchase, say for example, 10 sessions. They can use these 10 sessions at their discretion, attending classes that are on the schedule. So what many facilities have found is that one week the client will come on a Monday, the next week on a Wednesday to a different trainer, and then not at all for three weeks. As we all know, muscles atrophy quickly and three weeks later, they may not be at the same level as the regulars who are coming every week consistently. This slows down the class and wastes precious moments of a 30 or 45 minute class that could have been dedicated to training. Plus the client doesn’t see the results he or she may want. The program model consists of GRAVITY programs that have a start date and an end date. For example, a popular length is 4 weeks or 8 weeks. This means a client would commit to joining a program that starts in week 1 and ends in week 8. The benefits of this model can be seen on both sides - to you and your members. Some benefits to the members: A trainer can now create a continuous program that allows for progression. Seeing a client consistently twice a week will allow you to tailor workouts to their levels of progression. You can also now market programs to particular demographics. We’ll talk about this more in the Marketing section. Plus with the commitment to a program that runs twice per week, the client should see results after consistent training for a certain number of weeks. Additionally, it also benefits the members because it creates camaraderie amongst the group, who will be seeing each other for the same time on the same day for the next 8 weeks. There is something to be said about the social aspect of training. This model benefits you as the club: Because it’s difficult to predict a client’s decision to come to recurring classes on a schedule, where some days seem popular but a week later have no participants, the package model can become an organizational nightmare. Utilizing the program model allows for you to have a consistent schedule with consistent attendees. It also organizes your trainer compensation. Another flaw in the package model is the uncertainty of the number of participants. Similar to the example I gave earlier, one week a trainer might have 5 people in a class and the next week they might have 2. It may not make financial sense to run a class with just 2 people, who are paying less than what you need to pay the trainer, but you can’t cancel the class. With the program model, the clients have all paid up front and so the trainer can be assured that they will always have a full session. And lastly, now that the trainer is seeing the same people in every session, the session itself can run quicker and smoother, making each minute you have in the half hour or 45 minutes very valuable.
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
The key to a successful program is FULL sessions, not necessarily MORE sessions. When you launch a small group program, you want to start out slowly and build your demand and therefore the value of the program. When you start out, make money a non-issue. You don’t want price to be what’s holding the client back. If you’ve given them a demo and you know they love the program, the cost of the program should be right in line with their desire to purchase. This is when you keep your supply of the program low, allowing you to keep the demand high.
The key to a successful program is FULL sessions, not necessarily MORE sessions. When you launch a small group program, you want to start out slowly and build your demand and therefore the value of the program. When you start out, make money a non-issue. You don’t want price to be what’s holding the client back. If you’ve given them a demo and you know they love the program, the cost of the program should be right in line with their desire to purchase. This is when you keep your supply of the program low, allowing you to keep the demand high. Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
The waterfall structure is the idea of starting out slow and waterfalling new programs in. Start out with one program in week 1 and do not add a new program until week 2. You can have a full schedule of what you’re going to offer ahead of time. But keep the new programs in your “back pocket” until you can be sure you have enough demand to fill them. Instead of starting out with way too many program offerings and having to scramble to fill them, with the waterfall structure you can add a new program only when you know it will be sold out. Once you’ve filled the programs you started out with, you can utilize the “SOLD OUT” strategy. This shows your members that there is so much demand for the program that you don’t even have enough time and space to meet the demand. You may have classes you know you can schedule, but don’t release them right away. Put up signs that say “sold out – ask a team member for details on the next GRAVITY program.” This also allows you to integrate new members into the programs easily. Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
What is the demographic of your surrounding community? Can tailor programs specifically to what you see in the neighborhood. Press release announcing GRAVITY Reaching out to local media outlets Utilizing your existing membership to do some Phase 2 marketing for you… transition to Clubhouse. Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
What is the demographic of your surrounding community? Can tailor programs specifically to what you see in the neighborhood. Press release announcing GRAVITY Reaching out to local media outlets Utilizing your existing membership to do some Phase 2 marketing for you… transition to Clubhouse. Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
CLUBHOUSE OVERVIEW For example, the support page for the recent group release titled TOTALLY HOT!!!! Is shown above. In addition to garage clips, trainer tips and bloopers, you may also purchase the program on DVD. MARKETING SUPPORT GRAVITY Marketing Support is the foundation to introducing and promoting the GRAVITYSystem to the individual club or studio. It includes flyers, press releases, adds for local magazines/papers and posters for the club to promote classes and provide times. If you do not see posters and marketing materials when you get to the club for the training, make sure you coach the GM or Head Trainer on how to use the materials. Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
Total Gym GRAVITY Foundation Course PPT Notes SUMMIT 2010 DRAFT
