personal training

How to Survive & Thrive as a Personal Trainer – However Hard it Gets

November 24, 2020 By Kristy Agan Leave a Comment

The gym business has always been a tumultuous one. At the end of the day, we are dealing with clients who are only human. They get down on themselves. They fight with self-doubt. They lose faith. They struggle with developing self-discipline. And most have never had someone in their corner. So, gaining and keeping clients has always been a challenge for gym owners.

Now, let’s add a pandemic, business closures, political turmoil, a weakened economy, and you have a recipe for a super charged/super stressed population. Unfortunately, most humans retreat when times get tough. We turn to food, alcohol, prescription drugs, illegal drugs, and we turn away from training our bodies. We turn away from striving to be stronger versions of ourselves.

We stop putting ourselves first. We stop seeing our physical and mental health as a priority. We stop seeing it as something worth investing in. We stop viewing that investment of time & money in our bodies as a necessity. With all of these human flaws and road bumps, how can a gym owner like myself continue to be successful in this chaotic and stressful time?

In a volatile environment, how can a personal trainer attract people into a regular training program and create a small sense of normalcy for them?

Our people need us now more than ever, but how can we as gym owners keep the fires burning during a time when people are so scared? If 2020 has taught me one thing, it’s that my personal relationship with my clients is what is keeping my doors open.

As gym owners, we MUST:

INVEST

To be blunt, a business owner has to make money. At the end of the day, we have to pay the light bill. However, in order for that to happen you have to be willing to INVEST. You have to invest your time. You have to invest a big part of yourself. You have to invest your energy. You have to invest a piece of yourself into every soul who walks through your door.

Your clients are trusting you with their most valuable commodity… their health. So, if you aren’t willing and able to invest in them… why should they be willing to invest in themselves?

CONNECT

You have to connect with people. That doesn’t mean you have to agree with them on everything under the sun, or want to hang out with them on weekends. It simply means that you have to be willing to get to know them. Find out what makes them tick. Discover their likes and dislikes. What motivates them? What scares them?

If you train someone with social anxiety and you call them out in a group training class, they might not come back. You may train someone who LOVES attention, but because they don’t receive any praise at home or at work…you complimenting them on a job well done might be just what they need to fill them up. Our business is as much about connecting to people than it is about teaching them how to lift.

ENERGY

“You can’t pour from an empty cup.” As someone who has to invest so much of themselves into their people on a daily basis, it is very easy to feel empty at the end of the day. You must find ways to recharge your own batteries so that you can be your best for the people coming to you for help. Your energy, good or bad, will drive theirs. Sounds like too much pressure? Well tough. You might just be in the wrong business if that sounds too difficult. But for those of you who are ready to accept the challenge, you MUST replenish your own energies first.

What do I mean by replenishing your energy? I am what you may call an “introverted extrovert”. Basically, I enjoy being around my people, but I HAVE to recharge by being alone. I LOVE being around my clients. I LOVE working with them and watching them get stronger. But working with 100+ clients on a daily basis absolutely drains my energy. I HAVE to find moments in each day to refill my energy tank so to speak. Here are some ways I do that:

turn the lights off and turn the music off in the gym once a day and close my eyes for 10 min. I simply lay in the floor, close my eyes, and enjoy the silence.
I only respond to messages certain times of the day and those times are scheduled on my calendar. I REFUSE to allow my phone to dictate my life. I am in control of my schedule and I will NOT allow a “smart” phone to be my boss. I am in control. Say that again to yourself… “I am in control.”
I always, always make time for myself to train even if that means turning down personal training appointments. I have a set time I workout and I never cancel that appointment. How can I inspire others to put their health first if I do not treat my own health with the upmost importance?
Walk outside and get some fresh air. Sometimes I feel like Superman. I get recharged and gain strength from the sunshine.
Grab a coffee at my favorite coffee shop and sit by myself.
Read something other than news.
Listen to instrumental/classical music when I train, when I write, when I am cleaning, etc… there is already too much noise in the world.
Sit outside in the evening and watch the sunset even if it is only for 5 minutes (I seriously do this every night when my kids don’t have extracurricular activities).
Practice yoga. While my schedule doesn’t currently allow me to attend sessions with my yoga instructor, I practice what she has taught me at least 10 to 15 minutes per day. These small sessions with myself have benefited me in so many ways. That sounds like a good topic for another article!
Leave my phone in my bedroom when I am at home so that my kids have my full attention… my clients have been with me all day. They can wait.

LONGEVITY

I don’t know what tomorrow holds. I don’t know if people will continue to train with me, or if they will retreat back inside of their homes, scared of a virus that supposedly runs more rampant in gyms than other places. But, I have never left my successes or failures to a political figure. I don’t wait for others to tell me what and how to do something. I have goals I aim to achieve and I make plans to make them a reality. Regardless of what is going on in this crazy world, I have to make my own path.

I have hard days. I have months where I get scared when I see that my revenue is down from previous months. I also realize that some gym owners live in areas where they have been told they cannot legally operate and are being forced to close. I expect to see more closures coming my way as well. But time and time again, I have visualized how I want my business and my future to look, and I make it happen.

Whether it’s a change of business model, whether it’s more workouts outdoors, whether it’s training people online, whatever “it” looks like in the future, I am passionate about my role in my client’s lives and theirs in mine. I know I have built a business that is more than these brick walls. I am building a community of physically and mentally strong people. My gym is so much more than a brick and mortar building. My gym is and will continue to be my family. And I always fight hard for my family.

***

Kristy is a Senior RKC and PCC Instructor with Dragon Door. She also owns and operates KA Athletics in Rome, GA where she is joined by her husband, Joe Agan (PCC, RKC, HKC) and Donna Martin (RKC, HKC).

You can follow Kristy on Instagram & Twitter @kristyagan and Facebook @Kristy.Agan.Trainer. And don’t forget to follow KA Athletics on Facebook, Instragram, and Twitter @ka_athletics to stay updated on gym events.

Is Certification Worth It?

July 13, 2017 By Michael Krivka and Adrienne Harvey 3 Comments

Education, training, and certification are expensive propositions. Training certifications can last several days and cost well into thousands of dollars—even before adding in the cost of time away from your business and family, transportation to and from the certification, hotels and other extraneous expenses. So, if you are going to invest your hard earned cash in a certification, it sure as heck needs to be worth it and then some! I’m not talking about making back your initial investment, but making back the costs several times over. With those parameters in mind, it makes sense to think twice about seeking additional certifications.

Which Certification Should I Attend?

How do you sift through all of the certifications out there to find ones that you can: a) afford to attend, b) allow you to make back your initial investment several times over, and c) provide you with information that will benefit your athletes today and tomorrow?

Consider these items before attending:

Location
Instructor
Certifying organization
Credential status
Content
Can you use the techniques, tips, correctives, regressions and progressions?
Does the certification fit the abilities and goals of your client demographic?
Can you immediately apply what you’ve learned at the certification to your current clients?
Does the certification provide actionable content or is it too specialized, obscure or advanced for your current (or projected) clients?

While all of these criteria are important to consider—and should play a role in the decision making process—what is the most important thing to consider? Far and above all of these considerations should be the contents of the course and how it applies to your clients.

A good certification will provide you with eighty to one hundred percent actionable material. That’s a pretty high percentage, but it also shows that the certification is dialed in and not just hours of “fluff” or useless content. It also shows the maturity of the content, the instructor and the organization behind it. An ideal certification workshop will have little or no wasted time, and the majority of the time will be spent on training and hands-on work to reinforce the principles and techniques taught.

A poor certification will provide you with very little actionable material; less than fifty percent actionable and a high percentage of theory, conjecture and anecdotes. These certifications are “personality-driven” and are usually nothing more than a handful of tips. The remaining time is often spent listening to stories and fluff to fill in the time.

Along with the RKC and PCC, two examples of excellent one-day certifications which provide near one hundred percent actionable material are the HKC (Hardstyle Kettlebell Certification) and the SCC (Strength Calisthenics Certification). Both of these certifications are tremendously powerful and provide attendees with a high percentage of actionable material that they can immediately apply to their current (and future) clients.

Focus on the HKC

The HKC focuses on a very precise number of core techniques; the kettlebell swing, the kettlebell goblet squat and the get-up. These three techniques are individually very powerful, but together are game-changers for athletes of all levels and clients of any caliber.

The kettlebell swing is the foundational ballistic of Hardstyle kettlebell training. It is the base that all ballistic techniques are built upon. Errors and bad habits with the swing will be transferred to all of the other ballistics, so it is imperative that the swing is base lined and solid. The swing has tremendous carryover to athletics and is an amazing conditioning tool. The swing trains and teaches the athlete how to add explosiveness to movement. It “fills in the blanks” of any client’s strength and conditioning program.

Michael Krivka goblet squat The goblet squat is the foundational grind in Hardstyle kettlebell training. Squatting, while a basic human movement pattern, has become a difficult competency for most people of ANY age. Training with weight machines and avoiding the movement altogether has only exasperated the problem. The goblet squat will help restore lost functionality in those who currently don’t squat and will create a new baseline for those who are currently training with squats.

The get-up is neither a ballistic nor a grind, but rests solidly in the realm of functional movement patterns that set the foundation for excellent movement and mobility. The get-up is unique in that it establishes linkages across the entire body. It trains the athlete to establish positional and transitional strength from the ground to standing, and develops exceptional mobility and range of motion in the hips and shoulders.

In addition to the swing, goblet squat and get-up there are several other techniques that are introduced at the HKC. These techniques reinforce loading and unloading principles, mobility issues, and bracing. In particular, the deadlift, the RKC plank and the “naked” get-up are taught and examined so that the trainer has an even greater understanding of the three primary kettlebell techniques.

Focus on the SCC

Like the HKC, the SCC focuses on a very specific group of techniques: push-ups, pull-ups, squats, inversions, leg raises and bridges. Even though these techniques are well known—at least superficially—they are infrequently fully explored or understood. At the SCC, these seemingly simple techniques are taught, examined and developed in such a way that a trainer can apply them to any training situation with any client. Key elements of the SCC provide trainers and instructors with the knowledge, tools, and cues to help even the most de-conditioned clients begin their calisthenics journey. Likewise these same elements can be used to continually progress the same basic exercises to elite levels. Body awareness, muscular tension, and coordination are common threads throughout all the drills taught and coached at the SCC.

SCC Austin Group Photo 2017

Push-ups: While nearly everyone has performed a movement called or presented as a push-up, few have really been taught how to do the push-up in a way that will safely and effectively build usable strength. The SCC teaches participants how to coach this powerhouse movement from the ground up. Far from just being an “upper body” exercise, participants are shown how a properly performed push-up engages the whole body.

Pull-ups: The SCC brings this challenging-to-general-populations exercise down to earth. Get your clients of any level started towards this empowering strength and confidence-builder. Even if a client is very de-conditioned, they can still get on the pull-up bar to begin the powerful lead-up drills taught at the SCC.

Squats: As in the HKC, the essential human movement–the squat–is taught in great detail and is regressed and progressed for nearly anyone who walks through the door to train with you. Desk jobs and sedentary lifestyles have robbed many people of their human birthright to squat. The SCC can teach a trainer how to get their clients past bad habits and movement difficulties over time. Basic bodyweight squats have the potential to improve your clients’ quality of life, strength, and injury resistance.

Inversions: Let’s face it, many of our clients will be very uncomfortable getting “upside down”. The SCC teaches several important steps to ease our clients into these healthy, fun, and empowering positions. Crucial cues even experienced trainers may not know will be introduced for headstands and handstands along with gentle alternatives for clients who may not yet be ready.

Leg raises: the leg raise family both on the ground and from the bar are taught at the SCC in great detail. While all the movements taught at the SCC engage the midsection (aka the core or the abs), the leg raises really focus on the area. Desk-bound and sedentary clients often find great relief after conquering the first few steps of the leg raise series. Building a strong midsection—and giving your client the “ab focus” they want (which helps keep them coming back) has so much more benefits beyond an aesthetically pleasing six-pack.

Bridges: While the full bridge is taught, the real gold with the bridge series lies in the earlier steps. Instead of breezing past these powerful mobility and strength enhancers, the SCC teaches the details of these steps. How many of your clients have tight hip flexors and forgotten glutes? The bridge series can be a surprising secret weapon. The very first step is a game changer!

Programming principles and creative modifications are taught for all of the movements in the SCC. Likewise the manual includes sample workouts which will no doubt give you many ideas for creating group and individual programs. When you go back to the gym on Monday to lead your clients or groups, you can bring a new plan of attack.

Adrienne Harvey Senior PCC, RKC-II Push-Up

Summary

At the beginning of this post it was stated that you should be evaluating a certification by looking for one that provides a high percentage of the material being actionable and applicable to your clients. If you look carefully at the content of the HKC and SCC you will see that fully one hundred percent of the material will benefit your clients. This includes clients who previously have experience training with weights or were competitive athletes in the past. It also includes clients who have never had any training, or enough time has passed, that the training is in the distant past and all the skills need to be dusted off and reintroduced. All of techniques can be scaled or modified to meet the needs of your clients, by either making them easier or more difficult, and all contribute to their overall athleticism, mobility and movement. In addition, most of the techniques can be modified or scaled to help work around common injuries/complaints i.e., back pain, knee pain, shoulder pain, etc.

Before you decide to spend your time and money on any certification be sure to take some time to evaluate what actionable and applicable skills you are walking away with. Are you going to get skills and understanding that you can use daily with your clients? Bottom line: look for certifications that will allow you to help all of your clients (in a number of areas) as well as give you skills that will help enhance your reputation and increase your income.

Join Master RKC Michael Krivka and Senior PCC, RKC-II Adrienne Harvey at the upcoming SCC/HKC workshop in Gaithersburg, MD February 2018, or look for an SCC/HKC combination workshop weekend in your area.

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Michael A. Krivka, Sr. – Master RKC: Michael A. Krivka, Sr. is a Washington, DC native who has been involved in Kettlebell training for over a decade and is currently a Master RKC and member of the RKC Board of Advisors and the RKC Leadership Team under Dragon Door (where he has been listed as one of the top reviewed RKC’s in the world for the last five years). He is also the author of a bestselling eBook entitled “Code Name: Indestructible” and is in the process of finishing up several other eBooks on Kettlebells, body weight, and the integration of other tools into an effective strength and conditioning program. Mike has traveled extensively throughout the United States teaching Russian Kettlebells to military (USMC, USN, USA and USAF) and law enforcement personnel (FBI, DEA, USSS and CIA)… read more here.

Adrienne Harvey, Senior PCC Instructor, RKC-II, CK-FMS, has been RKC Certified since 2010, and RKC Level 2 certified since 2011. Kettlebell and bodyweight training have been crucial in Adrienne’s personal quest for fitness. A core member of the PCC team, Adrienne loves sharing her knowledge with small groups and individuals. She also loves to develop recipes and workout programs to further support performance, body composition, and of course—FUN. Go to http://www.giryagirl.com for more information about Adrienne.

How to Use RKC Level-II Skills with Everyday Clients

May 17, 2017 By Ryan Jankowitz Leave a Comment

Ryan Jankowitz Cossack Squat with Kettlebell

I’m writing this blog while on a train back to DC from New York where I had the privilege of assisting Steve “Coach Fury” Holiner at the RKC-II at Catalyst Sport. The weekend before, I had just recertified as an RKC-II in Atlanta with Andrea Du Cane. This has been a whirlwind “East Coast RKC-II tour” and I’ve loved every minute. Needless to say, I have absorbed a lot of great information from many great people, which has given me plenty of food for thought.

One of the many things I really enjoyed during my recent RKC-II experiences was the programming aspect of the course. During my RKC-II recertification, I was tasked with designing a program for a fellow attendee who is within a demographic I usually don’t train—powerlifters. This challenging assignment forced me out of my wheelhouse to look at programming from a different angle. Then I was also able to hear many different program explanations from great minds in the fitness industry. I came away with many ideas and an interesting question for myself: “Ryan, how will you incorporate this awesome RKC-II information into a typical client’s workout program?”

My typical client is a working professional whose goals might include:

Getting out of pain
Preparing for a 5k
Losing weight and improving muscle definition

The client may be dealing with one or several of the following challenges:

Lack of mobility/tightness
Stress
Lack of time

I wanted to know how to incorporate challenging moves like tactical pull-ups, pistols, windmills, or jerks into a program for my clients. The answer lies in the progressions toward these technical and demanding movements.

For example, the tactical pull-up is a movement many of my clients can’t do yet, or aren’t interested in learning—and that’s okay. But, the different hollow positions on the ground are great for EVERY SINGLE CLIENT. My clients want core work and I want them to create a solid cylinder of muscle. Boom, done! When the time is right to approach the bar for hollow hangs, leg raises or pull-ups, they will already understand how to stay tight.

Ryan Jankowitz Hollow Hold — Hollow hold

Ryan Jankowitz Back pressure crunch with leg raise — Back pressure crunch with leg raised.

The pistol is an awesome movement for developing serious leg strength and it’s a great party trick. But, is it a goal that my clients want to achieve? Unfortunately not, and no one has ever told me they wanted to learn the pistol. However, the progressions leading up to the pistol are fantastic for many clients. The Cossack squat and close stance squat both provide new challenges to the squat pattern and add variety to our training sessions. I really love the airborne lunge in every form—assisted, counter balanced with a kettlebell, and bodyweight. It’s a challenging movement that requires focus and balance. The movement also requires hip dissociation—one hip goes into flexion while the other is extended. Since everyone experiences hip dissociation when they walk or run, training the airborne lunge can help improve our clients’ gait patterns.

Ryan Jankowitz Airborne Lunge

The windmill is a fantastic movement for improving hip and thoracic spine mobility while stabilizing the shoulder. I love the progressions because they can be easily added to any warm-up. These thoracic spine mobility drills can be done on the floor without any equipment and added to a naked get-up practice. The good morning stretch—with feet forward and pointed at 45 degrees—is a valuable drill since it really stretches the hamstrings and calves while preparing the lower body for any hinge movements in the session.

Ryan Jankowitz Good Morning

Lastly, the jerk has quickly become one of my favorite exercises due to its high metabolic demand on the body and required athleticism. The jerk can be a challenging movement to learn, but again the progressions are useful for everyday clients. I have successfully taught the long push press and push press to the many clients who have owned the front squat and overhead press. While these progressions are definitely for clients with an advanced skill level, that skill level is absolutely attainable for those who have built a solid foundation of strength and mobility.

As a fitness professional I feel that it’s important to evolve, expand my knowledge, and add more tools to my “toolbox”. The RKC-II curriculum has done just that for me and I highly recommend pursuing this great certification.

Stay Strong,
Ryan Jankowitz

***

Ryan Jankowitz, RKC-II Instructor, CK-FMS, is a life-long athlete who can’t imagine sitting behind a desk. He enjoys sharing his passion for fitness and spreading the RKC knowledge. Ryan operates a remote fitness coaching service, RJ Kettlebell, and is available for private kettlebell workshops as well. You can reach him at rjankowitz@gmail.com. He also works with clients and teaches kettlebell classes at Fitness on the Run in Alexandria, Virginia. If you’re in the area, come swing some bells with Ryan.

What It Takes To Be A Better Trainer In 2015

January 7, 2015 By Annie Vo Leave a Comment

Annie Vo Double Kettlebell Front Squat

Recently, I saw a greeting card that said, “Treat your body like it belongs to someone you care about”. What occasion was this card for? This statement couldn’t have come at a better time. For me, the holidays are a time of reflection of the year’s events, a time to debrief, reflect and begin settling plans for the next year. I began thinking of how I treat my body, and if my treatment was in accordance with the way I would treat the belonging of a loved one. Further, how do my clients treat their bodies and what role do I play in that in the gym and beyond? It is easy to fall into routines where the actions begin to lose purpose—the reasons you do what you do can begin to become a bit unclear.

Am I doing everything I can as a personal trainer, small business owner and member of the community? Are there things I can improve? What are those things? How about you, dear fitness professional colleague? Could you or your gym offer more services, programs, classes or events? How is it going? Is it easy to find you or your business? What do people think of your business? Are they having a good experience and achieving results?

Annie Vo Double Kettlebell Swing

How do you know the answers to these questions?

In short, you don’t always know, but you can begin to find out through thoughtful analysis. We often ask our clients to log their diets, workouts and activities that effect their mood or energy level (or anything else that affects their gym performance). Do you do that for your business?

Calm down! Nobody is accusing you of not trying! The question is about how you can improve. For those who immediately answered, “Yes” to the question above, I encourage you to use your superior skills and intellect to be creative and dig a bit deeper. There is always more to be learned, offered, shared and sought.

Can you take a client somewhere you haven’t been?

Take a long, hard look in the mirror. Have you made strides in improving emotionally, intellectually and spiritually…? Personal training is exactly what it sounds like—it’s personal. When a client selects you as a professional, they entrust you with their body. You must take that role seriously. Just think about it. Someone talked to you for a few minutes (ok, maybe an hour) or saw some of your pictures online and have now decided to pay you lots of money for your ideas—ideas that directly affect their body and wellbeing. First, you must be able to listen. It sounds easy but listening requires the ability to hear the words being said while interpreting them in the way that they’re intended to be understood. The information must be taken in without your personal judgments or biases. Once you have properly identified the goals and needs of your client, then you can begin the personal exchange of your services and expertise with their participation.

Most likely, what you ask your clients to do are things you also do yourself. We have all had the experience of attempting to teach something we did not fully understand—only to quickly realize we couldn’t fully explain why that exercise was valuable, or effectively troubleshoot it.

I get it, but instead of avoiding the exercises or workouts we’re not familiar with, I would ask you to do just the opposite. Learn more about those unfamiliar exercises and workouts, and become good at them. Extend yourself beyond your comfort zone to gain more experience and understanding to share with your clients.

Annie Vo Goblet Squat 2014 has been good to me and my business. Precision Athlete has grown in clientele and notoriety far beyond what I could have imagined when we opened in 2011. I was also recently promoted to leadership in the first professional organization I had ever joined, the RKC. The RKC and kettlebell training solidified my career choice as a personal trainer back in 2011. I had been wavering between following the path that seemed like a natural fit at that time—becoming an attorney—versus moving more seriously into personal training. Kettlebell training in the RKC inspired a deep sense of pride in learning proper technique, understanding the mechanics of the body and providing the tools to help me excel as a fitness professional. The RKC methods and teaching styles are a mix of rigorous practice, attention to detail, proven science and a touch of class. The RKC also granted me access to the most experienced and educated trainers in the industry.

Thanks to the dedication of my clients over the years, I now have years of experience with hundreds of people. With the numerous seminars I have attended, conversations with trainers and business owners and compulsive reading, I have now become one of the RKC instructors I used to look up to. I must now give back—now more than ever, I have to refine my skills, seek more mentors and expose the gaps in my education. There is much more reading and many more conversations, seminars and training ahead…

Taking responsibility for your end of things is difficult professionally and personally. Norwegians have a verb that describes this feeling, gruegleder (pronounced “grew-glay-der”). It means to look forward to something while simultaneously dreading that same thing. This evaluation process is both rewarding and difficult because there will undoubtedly be areas where we all fall short.

So, do you treat your body like it belongs to someone you care about? Do you care about you? Do you care about caring about you? If you do, then it should be no problem to be generous and understanding with yourself about your shortcomings. It should be no problem to delight in the process of improving your skills and experience—or to take on new challenges. It will only serve to improve that thing you care about so much and support, RIGHT? If you can do that for yourself then you can extend that to your clients and your business.

Re-invest yourself in understanding why you do the things you do. Be aware of what motivates you. Be an active participant in your own life. Be credible both personally and professionally. Don’t wait until 2015 is over. Do it now.

***

Annie Vo, RKC Team Leader is co-owner of Precision Athlete, (http://precisionathlete.com) where she trains groups and individuals. She can be contacted via email: annie@precisionathlete.com, or the Precision Athlete Facebook page: facebook.com/precisionathlete.

The Importance of a Clear Business Plan

November 20, 2013 By Brian Wright Leave a Comment

When building your personal training business, it’s important to develop a clear business plan. Most business coaches will tell you to pick a specialty then focus your efforts on it—this is generally good advice. You should also know your product, service, and your target client. Then, hone your focus, concentrate your outreach and marketing efforts to make best use of your resources. However, if your focus is too rigid, you risk missing opportunities outside of your original scope. These unforeseen opportunities can potentially lead to fantastic growth. So, it’s important to remain flexible and consider each potential opportunity carefully. How do you come across good opportunities? Opportunities easily present themselves in the presence of effective email marketing and productive, consistent networking.

Although I rely on my business plan for general guidance and a framework for development, much of my business’s growth has happened because of unforeseen opportunities. When I first started my business, ten years ago, I really didn’t have a business plan. I simply took any client willing to pay me for training services. I was disorganized, my resources were depleted, and I didn’t have a clear vision. Eventually, I examined how I was doing business and realized I could be using my time more effectively while maximizing my profits.

My training business, Brian Wright Personal Training (BW-PT), will have over 650 clients with 527 average sessions per month as of third quarter 2013. BW-PT operates in 13 locations, including corporate centers, rehab centers, fitness centers, one leased studio, and in client homes. Our team of 15 includes trainers, accounting and administrative staff. This growth obviously didn’t happen overnight, it took a flexible but focused business plan and a few good opportunities.

The Importance of a Clear Business Plan

Developing a business plan allows you to focus energy and resources on your goal. This focus allows you to provide a better quality product or service, while targeting your client base conserves resources.

I developed a business plan based on who my clients would be, and centralized on where I would train them. First, I narrowed the scope of by geographic location to minimize the distance I would travel for clients. This also allowed me to target my marketing to a smaller area. Then, I began to seize any opportunity to centralize training locations. I transitioned from a scattered in-home and fitness center training model to centralizing my clients in corporate, rehab, and commercial facilities.

Soon, I realized the majority of my clients were 45-55 year old professionals. By narrowing my outreach efforts to this population, I was able to get more bang for my marketing buck than by trying to appeal to a broader market including young professionals or student athletes. I also realized that it’s important to be flexible, if a high school athlete or team contacts me for training, I can do it, but I don’t waste time or money marketing specifically to their population.

The Importance of Considering Opportunities

Always remember to be flexible. Instead of distracting you from your goals or splintering your efforts, good opportunities can compliment your business plan.

Flexibility has been vitally important to the growth of my business. When I was first approached about training in a corporate facility, I hesitated because it was outside of my original business plan. However, I came to see how expanding the locations for my business while continuing to focus on my target population could be beneficial. The potential of training just 10% of the tenants in a building is staggering, so I simply could not turn down the offer. My business plan needed to expand while remaining specific enough to avoid fragmenting target markets and available resources.

I expanded my business plan again when I partnered with Sport & Spine Athletics (SSA). Again, I was worried about stepping outside of my focus, but when I got the opportunity to build a training program with SSA. I saw how this partnership could be a great way to provide quality service to my target population. I could reach more people while training at a finite number of locations instead of aimlessly training anyone who came along—I could manage a team at each clinic.

Where Do Opportunities Come From?

How do you put yourself in a position to discover opportunities? Networking, joining business groups, attending business gatherings, conferences, and by general outreach. The most cost-effective and successful marketing approaches I have found are email marketing and networking. Always work towards creating relationships and partnerships.

BW-PT has trainers in several corporate locations because of networking. At a happy hour event, I met a contact interested in developing a corporate fitness initiative for XM satellite radio. Two months later, I was managing a 6,000 square-foot fitness facility with access to 7,500 corporate tenants.

In that facility along with four other sister corporate facilities, email marketing played a huge role. In my experience, networking creates the contacts, then email marketing transforms this connection into an opportunity.

I was able to develop a mutually beneficial partnership with Sport & Spine Rehab centers after attending a corrective exercise workshop for physical therapists and chiropractors. I was one of three fitness professionals at a workshop of over 60 rehab professionals. This CEO of Sport & Spine Rehab was looking to reinvigorate the company’s Sport Spine Athletics division. Two months later he contracted my company to operate in that division. We now operate out of all seven locations and continue to increase our client numbers.

Business networking is essential for future growth opportunities, as well as expanding your email marketing list. And, a business plan with clear goals is important for businesses of all sizes. Always be open to expansion of your plan as you progress. Partnerships, management opportunities, leveraging potential, and buy outs are all ways to skyrocket your training business if you can recognize them when they may only be diamonds in the rough.

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About Brian Wright MS, CSCS, RKCII, NSCA-CPT: Brian is the Owner of BW-PT and Director of Sport and Spine Athletics, with 13 Studios in the DC metro area with over 520 average sessions per month. There’s a renewal rate of 83% on our personal training packages and group training packages.