1

PERSONAL TRAINING The future of…

…why, what and how?

?

WE DO WHAT WE DO

WHY

?

A bat and a ball cost 110€ in total.

The bat costs 100€ more than the ball.

How much does the ball cost?

4

95% ”60 000”

"Civilization advances by extending the number of important operations

which we can perform without thinking about them.”

- Alfred North Whitehead

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WEAPONS OF INFLUENCE

PRICE SCARCITY

PEER PRESSURE

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AUTHORITY

8

SHOW UP TO GIVE!

RECIPROCATION

9

JUST GET THEM TO START!

COMMITMENT AND CONSISTENSY

10

JUST GET THEM TO START!

OR THEN, YOU COULD INSPIRE!

1. We need the service/product

2. We want the service/product

3. We use the service/product to project our values to others

WHY WE BUY?

”People don’t buy goods. They buy relations, stories and magic”

- Seth Gogin

WHY: We make great computers. HOW: They are beautiful designed, simple to use and user-friendly. WHAT: Want to buy one?

WHY: Everything we do, we believe in challenging the status quo. We believe in thinking differently. WHAT: The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. HOW: And we happen to make great computers. Want to buy one?

HOW?

WHAT?

WHY?

WHY?

“What is so important, that I’m ready to risk

humiliation and failure to achieve that?”

?

WHAT ARE THE

MEGA- TRENDS

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DIGITALIZATION

"We live now, not in a world

of computers – but in a digital world"

- Sir Ken Robinson

YES AND NO!

THE WEARABLES ARE THE FUTURE?

”People would rather be poked with

needles and have their blood drawn,

than use the wearables… ”

HUMAN EFFECT Basic Behaviour Change

60 minute standard induction + 60 minute

support

60 minute standard induction

©  Dr.  Paul  Bedford,  used  with  permission  

HUMAN EFFECT

©  Dr.  Paul  Bedford,  used  with  permission  

No.1 Behaviour = Visits

1 !Interaction!

2-3 !Interactions!

4+ !Interactions!

20%$$more%likely%to%visit%

50%$$more%likely%to%visit%

80%$$more%likely%to%visit%

! The$probability$of$making$a$visit$next$month$if$fitness$staff$talk$to$you$during$a$visit$this$month.$

Use technology ONLY when the ROI is

good

H&F MARKET EVOLUTION

BODY BUILDING AGE 1970 - 1980 2 - 3 %

FITNESS AGE 1980 - 2010 12 - 15 %

WELNESS AGE 2010 - ? 30 % +

LIFESTYLE AGE ? 50 %

MA

RKET

S

TIME

The biggest potential is NOT with the current

clientele!

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THE OBESITY EPIDEMIC

GO HARD, OR GO HOME!

NO PAIN,

NO GAIN!

DO YOU

EVEN LIFT!

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NETWORK ECONOMY

The time of

“a permanent and stable

job” is likely gone

GET. BETTER. EVERY.

DAY.

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DISRUPTION

BE. BORN. AGAIN. and again

and again and again

“The gravity of

past success”

- Garry Kasparov

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?

THE SOLUTION

WHAT IS

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What could we learn from the restaurant

industry?

125 1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

A CONCEPT IS SIMPLY: •  A set of modules you have documented

and which can be repeated again and again with ease and good cost efficiency

•  Remember commitment and consistency?

•  It’s probably much easier to sell modules that build up to, then the whole package at once.

YOU KNOW A GOOD CONCEPT WHEN:

•  You can repeat it again and again •  It looks solid on the outside but it’s

flexible on the inside •  It stays the same even if people change •  You like delivering the concept •  It appears as totally apparent, as a natural

way of things •  It often has that “something special” look

and feel

1.  PROBLEM    3  main  issues  you  are  going  to  solve  

2.  SOLUTION    3  main  features  (which  relate  to  your  3  main  issues)    

3.  UNIQUE  VALUE  PROPOSITION      Simple  and  clear  message,  why  are  you  different,  why  to  by  from  you?  

7.  UNFAIR  ADVANTAGE    Cant’  be  easily  copied  

1.  CUSTOMER  SEGMENT    Customer  segment  or  segments  

6.  PERFOMANCE  TRACKING    What  acFviFes  will  you  be  monitoring  

4.  SALES  CHANNELS    How  do  you  reach  your  potenFal  customers  

5.  COSTS    Calculate  an  esFmaFon  of  your  operaFonal  costs  and  the  Fme  you  need  for  running  your  business.      

5.  INCOME    What  are    you  going  to  charge,  what  is  your  CLV,  how  many  private  customers  vs.  small  group  training.  Make  sure  it  add  up  to  costs  and  enough  for  your  salary!  

?

MAIN CHALLENGES

WHAT ARE THE

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CRM

Time Trends

?

THE SOLUTION

WHAT IS

Use technology ONLY when the ROI is

good

Online profiler,

”interview” if you like

HEALTH WEIGHT LOSS WELLNESS SHAPE CHALLENGE

Use technology ONLY when the ROI is

good Use

technology ONLY when the ROI is

good

Online marketing assistant 24/7/365

PT 90

WORK- SHOP 39€/p.p.

QUICK & GO 39€/30min

THE “SAMPLES”

PT 90

PT 180

PT 360

279€/mo.

159€/mo.

89€/mo.

PT 90 SMALL GROUP

SMALL GROUP TRAINING 79€/p.p./mo.

TEAM TRAINING 99€/p.p./mo.

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PERSONAL TRAINING SMALL GROUPS

EXPRESSSERVICES

THE SERVICE OFFERING

PT 90

161,23h 50/50 35€/h 2822€

THE MONEY?

161,23h 30/70 10/45/45 8213€ 4828€

PT 90 SELF LEARNING ORG.

GYM INTRO WEIGHT LOSS

POSTURE CROSS TRAINING TRIATHLON etc.

Check out the website:

http://www.revo.fi/ (Available only in Finnish language at

this point)

FIND OUT MORE ON REVOLUTION:

Read the book:

‘Influence: Science and Practice’ by Robert B. Cialdini

This is a fundamental classic which all customer service

professionals should master http://amzn.to/1Limdkc

FIND OUT MORE ON INFLUENCE:

EuropeActive is the unique voice of health and

fitness industry in Europe, check out the website at: http://www.europeactive.eu/

EREPS is an excellent way for a health and

fitness professional to gain recognition in the eyes of potential clientele.

Check out more at: http://www.europeactive.eu/why-ereps

FIND OUT MORE ON EUROPEACTIVE:

Watch this video by Simon Sinek. (It’s got close to 25 million views):

http://bit.ly/1Xd1O5n

Read the book: ‘Start With Why’ by Simon Sinek:

http://amzn.to/1ZOa5iq

FIND OUT MORE ON START WITH WHY :

First check out the website:

http://leanstack.com/lean-canvas/

Then google lean canvas and get going!

FIND OUT MORE ON LEAN CANVAS:

THANK YOU!