I hope you had a great 4th of July. It’s expected to be 105 degrees in Las Vegas today. We are officially in the dog-days of summer. I’m still shaking my head as half of 2018 is in the record books. Time stands still for no one. The mid-point of the year is a good time to reflect on how things are going on the goals you set out in December. Have you been able to stick to your workouts? Are you spending more time with your family? I’ve recently been evaluating things we do well at the studio, and on things I think we can improve. In business, it’s pretty simple, do more of the good stuff and fix the bad.
We’ve recently had a surge of new members at the studio and that’s not normal for studios in the summer. June/July are typically the slowest months of the year for all gyms and we have a wait-list for some of our more popular training times. This may sound arrogant, but I’m not surprised. Going back to my statement from above, we are doing more of the good stuff and have either eliminated or cleaned up the things we don’t do well. I’ll give a couple of examples. When we first opened, we offered Yoga. It never really took off, primarily because we’re not a Yoga studio. We weren’t able to provide the experience of a Yoga studio. What we are is a functional strength and conditioning studio with an emphasis on fat loss. I have added more fat-burning, high energy workouts to the schedule. In response they have been well received.
Another thing we have improved on is the coaching that’s done both before and after the session. I always wanted our semi-private to have the look, taste, & feel of private training. If I was training you in a one-on-one setting and you came in with a tight hamstring from sitting too much the prior day or a tight upper trap from a bad night’s sleep, we may spend some extra time with one of the massage sticks partnered with a few stretches before hitting the floor for our workout. I would also take that into consideration during our workout. If your traps are really bad, we may substitute something else for the overhead presses I originally planned to do. Normally, over-head presses are not a bad choice for you, but not the best option on this day. My coaches and I have focused on communicating with our members prior to the workouts. A little conversation can go a long way in enabling us to provide the best possible experience.
Small group training is the rave right now, but it’s not very personalized in many locations. The cost is scaled as semi-private, but the service provided by many is still similar to the old 12-20 people, boot-camp model. I draw an issue with this. If you’re a Boot-camp, call yourself that. True semi-private training should be able to cater specifically to each person’s needs. If their needs can’t be addressed in this setting, then they should be directed to private instruction. One of the biggest struggles for many trainers and coaches is signing up members. When I mentor fellow coaches, I explain that you’re never selling. What you should be doing is actively listening to what someone needs, evaluate them, and then, as a skilled practitioner, provide advice on what you think would be their best option. Marketing expert, Seth Godin, has a saying that marketing is finding what people need and then giving it to them! The problem with most places is that they don’t have a skilled enough staff that can adjust to people’s needs and they don’t listen to what people need. I recently had someone come to me requesting a trainer, but based on their needs it was more physical-therapy. I recommended he visit a good therapist. Could I have adjusted some of his workouts- Yes. Was it to his best interest and what he needed? No.
A large part of my job is teaching my staff. Later this month, I have the creator of Mobility Works (a system to increase mobility using sticks of different lengths) working with my staff at the studio. Next month I’ll bring them all to Long Beach, California for the Perform Better Trainer’s Summit, considered one of the best educational conferences in the fitness industry. We’re always learning, always getting better. This is why we’re busy in June. Our members stick with us because of the personalized attention and word has spread that we’re not another Boot-camp facility.
I’ll see you at the studio.