Focus: To understand the 8 traits that all successful personal trainer business owners go through in one way or another.
What You'll Learn By the end of this lesson you will have an understanding of what it takes to build a successful personal training business. One that serves its clients to create their best outcome and in return will see continuous growth and success.
Why Is This Important When you start working with a new client, how do you manage their expectations and set their goals? You help them discover the essential elements they need to master for a successful fitness journey.
To build a successful business you also have to understand the 8 traits of success, so that you know what to expect and how to maximise your business' potential in all 8 areas.
We've already established in lesson 1, Understanding You're a Business Owner, that you are now the proud owner of your very own business and personal training is a service, not a job title.
But before you were a Business Owner you were more than likely employed by someone else. Which means that all of the marketing, systems, sales and management were someone else's job.
Now, that's all on you.
In the time it's taken me to build my own successful PT business, a website design business, coach hundreds of personal trainers, obtain financial freedom and create the content for this course, I've narrowed success down to 8 traits.
Mindset sounds so cliché but it's so important. You've already taken the first step by understanding that you're now a business owner, but there's so much more to learn.
There's good news though. I don't have any study materials to recommend to you or a new place to send you so that you can learn something new.
Mindset is cultivated from knowledge and experiences. You'll find all of the knowledge you need in this course and your experiences are yours for the taking.
Seriously, don't worry about this too much. You're already on the right path.
Branding is less about logos and colours and more about the ability to create a culture within your business.
Branding is how your clients feel about your business. How they feel when they're scheduled in for a session and how they feel during and after they use your services.
Branding is what people say about you behind your back. And believe me, people will say things behind you back.
Money is a touchy subject for most people. We're taught from such a young age to try and obtain as much of it as possible, but in reality, there's nothing to obtain.
Money isn't a "thing", it's a language. The language of business.
At the risk of sounding like a conspiracy theorist, don't you think it's weird that in 12 years of schooling, not a single class was dedicated to understanding accounts, what an asset is and how to manage your liabilities. Not one class.
I believe the current system is setting us up to fail and financial literacy is one of the most important traits you need to have if you want to succeed.
Of any 100 personal trainers I speak to, around 95 of them hate sales. They find the subject cheap and sleazy and frankly, they feel awkward about selling their services.
As much as this is a mindset issue, i.e. you don't feel worthy enough, or have your own issues to resolve, sales are a good thing.
If a client is sitting in front of you, they've taken many many steps to be there and they're almost literally begging you for help.
Taking money to offer that help creates a win win situation. You get to feed your family and your new client has someone to be accountable to.
Systems don't need much of an explanation but I'll divulge nonetheless.
Systems help you grow and remove you from being the main cog in the machine that is your business.
Good systems increase client retention, reduce time spent on meaningless tasks, allow you to buy some of your time back and allow you to scale so that you can take a holiday one week without having to check your email.
Marketing is that hat that you will wear most often in your business. Marketing is so important that it's foundational to the strength of your business.
A crap personal trainer with good marketing will still make more money than a good personal trainer who is bad at marketing.
Sure, one will have a better reputation than the other, but what good is a great reputation if nobody gets to hear about it.
Understanding how to manage a business is as important when you're on your own as it is when you're managing a team.
Understanding how people think, why they become employed, what makes people happy to turn up for work every day and how to create mutually beneficial relationships is key to small and big business success.
Skills are last on the list because, even though trainers spend the most time on them, they're the least important.
Why? Because skills can be outsourced. And usually quite cheaply.
Skills are easy to acquire provided you're willing to put the work or time into something, but it's almost always more time and financially efficient to get someone else to do it for you.
With that said, it is a good idea to get a basic handle on all skills.