We recently had the opportunity to sponsor and attend an IHRSA webinar with Ryan McKenzie, fitness business consultant and coach.
In this webinar, Ryan presented on the concept of increasing personal training profits through culture. Ryan’s belief that “profit follows culture” was intriguing to the Club Automation team. Without giving away all of Ryan’s information (we want you to explore his resources and register for IHRSA webinars), we’re going to take a closer look at that idea and his explanations.
GROW YOUR TEAM
The first level of using culture to drive profits is team growth; that is, hiring, firing and onboarding. It’s important to grow your personal training team because, without personal training growth, the entire club can become stagnant and profits will drop. With that said, the quality of your training team must be the biggest priority.
At this level of using culture to drive profits, you and your managers must decide how you value training experience, education and character fit when hiring and firing. These standards should be documented and adhered to so you can scale your culture through growth. The end, or perhaps the beginning of this level is onboarding. Once you’ve selected a new-hire based on your standards, that personal trainer should be onboarded in a consistently holistic way to ensure quality and culture.
KNOW YOUR TEAM
One of our favorite quotes from Ryan’s webinar applies to every instructor at your club. That is, “Our trainers need to be heard before they’re told and known before they’re sold.” Do you truly know your club’s personal trainers? Do you know their strengths and weaknesses? If you want members to engage with your personal training team, you must first engage with them.
As Ryan presents in his webinar, “Their strengths are your club’s strengths. Their weaknesses are your club’s weaknesses. To increase profit, you have to increase awareness of your team.”
SHOW YOUR TEAM
This level of using culture to drive profits really drove the message home for us. Simply put, clubs can focus on people and profits at the same time. In fact, they enable each other’s progress. Like Ryan puts it, “People matter. Profit matters. Connecting the two connects everyone.” So, what are you supposed to show your team? Club leaders need to show their personal training team that they care. Personal training teams need to know that they are providing a service critical to the club’s health and the clients’ health.
Show your personal training team their purpose and their value. That’s how a club can use culture to drive personal training profits.
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