strategy

Florian Kiendl Beast Kettlebell Swing I was introduced to this term years ago when I worked as an IT Consultant for a German automotive supplier. I learned that it was this ancient Japanese concept that transformed Toyota from a small and inefficient car manufacturer into the de facto worldwide industry leader in production efficiency and accuracy. Today virtually all major car manufacturers use the Just in Time concepts invented by Toyota to produce their products. These concepts can save tons of money in production costs while maximizing quality at the same time.

At this point you might think: “And what has this to do with me? I’m a fitness professional!”

Think again! What kind of results might a simple concept—with the power to turn a young company that started out producing the cheapest and most error prone cars on this planet into an industry leader in a few short years—produce if applied to your business or training?

Interested? Then stay with me.

What is Kaizen?
The roots of this concept lie deep in the Japanese culture. It has enabled people to create some of the most magnificent works of art and craft in history. The approach is simple and yet extremely efficient in itself.

Instead of working their butts off until a project is finished or has completely failed (as most westerners tend to do) the ancient Japanese would regularly sit down and assess the process of creation and make minor adjustments along the way. This way they can gain a much deeper understanding of the task at hand, enabling them to complete it easier with better results.

Kaizen and the Hardstyle Kettlebell
For us as Trainers…

Applied to training this might be the idea of starting out with a given program and adjusting it little by little to create the most effective version of that program along the way—instead of running a full cycle of it then looking at the results and starting over with a completely new program if they are less than satisfactory.

Kaizen is about digging deep into the process and learning how to execute it in the most efficient way during the process, rather than assessing the results and making adjustments afterwards. In a way this fits nicely to our Hardstyle approach for kettlebell training. Instead of banging out as many reps as possible and adding as much weight as possible to any given move, we try to improve the technical execution of the exercise to make it as powerful and crisp as possible.

The biggest problem with Kaizen for our western minds is that it takes more effort to track the improvement because the changes are incremental. If you improve your swing, making it more powerful while keeping the weight and reps the same, it is difficult to assess your progress. In contrast, if you step up in volume or weight, the progress can be easily seen by anybody. However, my experience tells me that stepping up in volume or weight too fast can hinder your progress—especially with the ballistics.

What can Kaizen do for your Business?
The biggest impact of using the Kaizen approach will be to your business. Whether you are an independent trainer or a gym owner you will profit from it by:

The almost automatic adaptation to changes in your environment.
You can avoid reorganizing your business, which can be a pain and will always lessen your income.
You will have the systems in place to respond quickly to your customer’s needs
Your employees will feel like they can actively influence their work environment and will be happier and more productive.

When I used to work for Microsoft as an IT Consultant, they had the policy of reorganizing the entire company every other year. Aside from the obvious—adapting to a fast changing market environment—the idea was to keep the company (and especially the employees) agile and hinder the growth of rigid structures. However the reorgs where a pain for most the employees and often did not make a lot of sense. Even a small business like a garage gym can be quite complex and it can be difficult to predict the side effects of a major change. By keeping the changes small and confined, you can avoid disturbances and more easily observe which changes are effective and which are not.

Take advantage of the Kaizen approach in 5 easy steps

Step 1: Know your Destination
This should be clear but every so often I meet trainers who do not think about what they want to achieve. We are an industry of enthusiasts, who do what we love. People whose first priority is making money work in banks or sell insurance contracts. Don’t get me wrong, doing the things you love for a living is the best thing you can do for yourself and your environment, but if you do something for a living it must sustain your lifestyle. Training 10 people in your garage gym is a nice pastime but it won’t pay your bills.

So, you need to be clear about where your business should be next year, the year after, or in five years. Knowing your destination gives you the means to navigate through the chances and risks of your daily business and eventually arrive somewhere.

If you are a trainer in a gym, you might have the feeling that this is something you don’t have to worry about. But please follow me on a little thought experiment. First take a moment to sit down and ponder the ups and downs of your daily job. Now try to picture yourself in 10 – 15 years doing the same job you do today (considering factors like family, children, getting older). If this is a pleasant thing to imagine, then congratulations on having the job of your life. If not, you need to decide where you want to go from here.

FlorianKiendl Double Kettlebell Press

Step 2: Embrace Change
There is a German saying that goes like this:

“If the wind of change is blowing, some people build walls – others build windmills”

Make sure you belong to the latter group. For many of us it is quite unsettling that everything is constantly changing. If that is the case for you, think of it this way—the only thing that is truly constant is CHANGE. If you expect and anticipate changes to happen, you can probably profit from them. If you try to keep things as they are today, it is only a question of when you will be overtaken by reality.

Step 3: Take time to analyze your situation
This is hard, but absolutely critical. If you are like me, sometimes it feels like everything happens at the same time and you have barely time to react to the most urgent demands. However you can succeed in the long run if you are reactive mode. It is absolutely critical that you make it a habit to regularly assess your situation. Only this can give you the power to improve your situation and avoid problems.

Actively ask for feedback. Whether they are your clients, employees, or business partners actively ask them to tell you what they like and what could be improved.
Make sure your clients have the means to give you anonymous feedback. If you wait until they are prepared to tell you to your face, you have probably lost them as a customer.
Have a regular meeting with your staff to you ask them for their take on what’s going on. In this meeting you should also collect ideas about what could be improved.
Take time to ponder the information you’ve gained on a regular basis. Have a scheduled time at least once a month to review all the information. This can be a done on your own, but if you have employees or coworkers it may be more productive if you have them with you.

Appreciate all feedback whether it is good or bad.
All information you gain about your business is valuable—whether or not it makes you feel good. If you follow the steps I laid out, you will soon realize that negative feedback is actually much more valuable than praise. Praise is good for marketing, but moaning and groaning improves your business.

As an RKC Instructor you will be used to receiving good Feedback from your Clients, but do not fall into the trap of assuming the few who tell you are otherwise are weirdoes or moaners – they are probably those clients who trust you most and want you to succeed.

Step 4: Act
Whenever your sources have brought something which can be improved to your attention, determine if you have the means to improve it. In many cases, it will not take a big budget or much planning to implement smaller improvements. Go for the quick wins first instead of the big projects. The bigger the change, the more risk is involved.

Florian Kiendl Board Breaking

Step 5: If you do not act, explain why.
To gain the information you need to steer your business, you rely on the people around you. It’s in your best interest that they continue sharing their opinions with you, and they will continue to if they feel their voices are heard. There is nothing more frustrating than sharing information to help the business improve only to see no improvement or reaction . Make sure you spare the people around you this frustration.

***RKC Team Leader Florian Kiendl is a second degree black belt in Tae Kwon Do and runs a Martial Arts Gym in a small town close to Munich (Germany). He made it his mission to help his students to improve their movement and overall health. In his search for ways to overcome the movement restrictions of his students (and his own) he found the RKC and now works together with Master RKC Robert Rimoczi and others to help as many people as possible to gain back their Strength and Agility.

He writes a regular Blog at blog.kettlebellgermany.de and offers workshops all over Germany teaching the RKC Kettlebell exercises: KettlebellGermany.de.
If you have questions or comment on the article feel free to email him at florian@kettlebellgermany.de

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.