Customer Benefits Vs. Your Virtues

In a recent article it was stated “The most important factor to be considered is addressing the issue of “what will the product or service DO for the user?”"

While at some point the customer may care what your specialties are, where you were educated, and how long you’ve been in business… but, if they don’t see or hear what’s in it for them, they won’t be sticking around long to bother with those items.

How many times have you seen some ding dong without a proper credential to their name selling products or services hand over fist to your own friends, family, and clients? 

Keep this in mind when placing content to your website and marketing materials. You will see a difference soon after if you’ve been talking about your virtues as a fitness professional or business before the customer benefits.

Moving Forward

It’s important to always be moving forward. If not you’re going backward or are stagnant. Genererally neither of those is a good thing.

My heads been spinning this last week with projects going on in several different locations, but I want all of you who come here to see what’s happening with the fitness pro travel site upgrades to know we are still moving forward. You will see small changes here and there in your account on regular basis over the next month.

We have assembled a stong advisory council, whom you will meet in the near future. They have and will be assisting in making sure the features function properly, are efficient, and are significant in one way or another to the fitness professional. Each of your comments along the way are still encouraged. I can guarantee you that I don’t have all of the answers, but with the advice of several industry leaders on the council as well as feed back from members of that community, I have no doubt it’s going to be very cool.

Tom

I’m Breaking Down and Beginning to Twitter

I’ve talked here in the past about the many uses of online networking. I had stayed away from Twitter specifically, only because I couldn’t imagine that anyone would be that interested in the multiple updates and happenings of my life or even the business functions we provide on the frequent basis that Twitter seems to call for… Well I have several friends and colleagues who are on it now and the peer pressure is getting to me. http://twitter.com/fitlaunch

I encourage you to come find me and teach me, learn with me, or try something new. I will be sharing the Twitter account with my wife Amy (who is the much more intelligent Fitness Professional of the partnership) so you will see blips directed at friends, enthusiasts, and professionals. We can split those functions into separate accounts in the future if the business functions and uses of Twitter become so great that  you all want that stuff out separate from the gibberish of our daily lives.

Twitter (Twitter.com) is like an e-mail that enables you to create and connect to what are referred to as your twitter tribes or raving fans. In the case of your business marketing it can be your prospect list, customers, business builders or leaders in the industry.

The cool thing is that Twitter also allows you to connect directly to your twitter community via their mobile phone.
So how can you use this tool to build your social contact or business?

• 1. Send messages about upcoming events to your organization.
• 2. Let prospects know about new announcements about your opportunity.
• 3. Let customers know about new product developments.
• 4. Reach out to industry leader’s, network and expand your sphere of influence.
• 5. Strengthen your bond with your team.

LinkedIn, Ecademy, Ryze, Social median, Twitter, Plurk, Blogging, Posting, Tweeting, Facebook, MySpace, Bebo, Forums, soon to be Fitness Pro Travel and more – there’s a whole new world of Internet Marketing out there and if you’re not taking part, you could be missing out.

Find Me http://twitter.com/fitlaunch

Working Vacation Info Added

Took a little time during my post Crue Fest concert recovery to add some video taken at the IDEA conference to the Fitness Pro Travel site. I made these with Suzelle in response to one of a number of member pros requests for more information on each of the locations available for working vacation.  Yes, we are amatueres and it shows, but hopfully it will give you a bit more info for deciding where you want to travel.
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I’m also getting close to completing some video info for you with more details as to the features we will be bring the Fitness Pro Travel web site. We are already coming up with many great ideas for a second phase of upgrades, which I’ll mention when we release the many new features of phase one.

Fitness Industry Stats

From an IDEA Fitness Programs & Equipment Survey 7/08
   …58 percent of respondents reported offering small-group personal training, up from 44 percent last year. Forty-three percent of fitness managers say creating a fun environment is a key focus, and two-thirds expect this focus to continue to grow. Many of the surveyed IDEA members, who are fitness facility operators, managers or fitness professionals, mentioned that social activity groups, such as walking or running clubs and organized group activities, help strengthen client retention. 
   Since 1990, personal training has been listed as the most popular type of programming, and it still is, with 89 percent of respondents offering it in their facilities. Personal training for youths 18 years old and younger was offered by 63 percent of respondents, and 36 percent of respondents offered children’s fitness programs. Classes for seniors rose from 39 percent to 51 percent.
   Long-time mind/body favorites, Pilates (offered by 68 percent of the respondents) and yoga (61 percent) continued to climb in popularity. The average number of classes per week offered was 10.
   Nutrition services also grew in popularity. More than half of survey respondents said they offer nutrition assessment and coaching, compared to 44 percent last year.

From an IHRSA member study
   2007 club membership numbers was at 41.7 million. Compare that to 2006 where membership was listed at 42.7 million. While the membership numbers dropped from ‘06 to ‘07, revenue increased from 17.6 billion to 18.5 billion. The increase in revenue is primarily attributed to facilities adding greater amounts of non membership dues income.

So what?

• A little FYI.
• A look at how facilities are learning to diversify their offerings.
• The realization that as has been the case for many years, the percentage of the US population who belong to clubs is sticking at approximately 15%. Stated another way, 85% of the population must be marked to outside of the fitness facility setting.
• Mind/Body programming is here to stay in the club setting.
• Programming is changing to meet the needs of the aging population.
• Group & community programs are gaining in popularity. (see HG programs)

Are you taking the above into account within your fitness business/career planning?

Ryan Lee BootCamp III

OK - I got the details I mentioned yesterday for the best business of fitness conference around. It’s put on by one of the greats, Ryan Lee and includes many other successful presenters, which you can read about when you follow the link.

BootCamp III Info Here

Being just a good trainer, coach, or facility owner is not enough. You need real business strategies that work in the real world. Not the antiquated “hand out business cards and fliers” garbage most fitness companies teach you. Here you will learn real life proven techniques to generate added income even in a poor economy.

The information page is long and you can read every word or skip to the bottom if you already understand the value… but, don’t miss the “Big Brass Balls” guarantee. They are offering more than your money back if you don’t feel the conference is worth 10X your investment.

So, nothing to lose and a ton to gain - Hope to see you there!

BootCamp III Info Here

Business of Fitness

I was just updated this month that, what I think is THE premier fitness business conference in the country, will be running again this September. I will be having a conference call tomorrow to get the details on place and time and will pass it along. I’m very excited about this one and am trying to move my personal schedule around so that I can attend as well.

The conference isn’t like the “standard” industry conferences. This will be specifically geared toward taking your career/business to an entirely new level. Programs I’ve taken from a couple of these presenters has made a real impact on several of the fitness programs we offer. You won’t want to miss this one.

More details to come by Friday!
Keep your business Healthy, so you can keep your Clients Healthy.

Networking for the Fit Pro

I have posted in the past on the significant benefits available to the Fit Pro through networking. (http://fitprobiz.wordpress.com/2008/06/18/social-networking-and-fitness-pro-travel/) The internet has provided many opportunities for enjoying the social media benefits, that’s a major reason why it will be incorporated in the FPT upgrades.

Another location where you can take advantage of social networking is at LinkedIn.com.  This site has powerful features, many of which you may notice are strangely similar to what will be appearing in the enhanced FPT site (only enriched and more specific to the Fit Pro industry). There are several levels to their membership, starting with free as well. I invite you to check it out, connect accounts with mine, and join the fitness professional “Group” when there.

Here is a link to my LinkedIn profile: http://www.linkedin.com/in/fitpro

Once you create an account you can join the Fit Pro group at: http://www.linkedin.com/e/gis/84079/3428F336F255

What happened in Vegas - is on video

Several days back from the Vegas conferences and I’ve almost got my desk cleared. It’s funny how life doesn’t slow down much even when you start a new and significant project. The kids still want to go places and their coaches don’t think I should be able to take the day (or two) off from driving them to practice. Oh well, such is life.

Thought I’d share this little video clip with a few scenes from the IDEA conference. Lou Ann hung out at the Fit Bodies booth most of the time and did a great job of spreading the word about the Fitness Pro Travel program. Next was Tony who has traveled in the past and stopped by the booth several times to meet Suzelle (she’s quite the celebrity). The final portion with Missy and Marianne is a little advice for teaching yoga at the Hedonism resort.

Finally, I want you to know that we are still working on the upgrades and additions to the Fitness Pro Travel website. Seems that every time we talk about it, something new (and cool of course) gets added to the agenda. I am putting together a series of short videos that explains where we are heading in a bit more detail and how various options may work well for you and your career or business…. I encourage you or the friend you tell about the site to sign up soon as the one consistent piece of our discussions is that any fee options will be offered at a steep discount for those in the system who sign in to those fee options during the initial launch. That reminds me of another consistent discussion topic; You will always have the option of free access to your account and the travel opportunities.

More to come on that stuff soon.