WNiF Magazine - Winter 2019 Edition | Page 32

PROPRIETARY PROGRAMMING: By Aileen Sheron SET YOUSELF APART! D eveloping a unique program that is exclusively yours can really give you a leg up on your competitors. Clients are looking for an experience that will deliver several key elements: 1: 2: 3: 4: 5: A well organised program Peer support Quality customer service Great value Optimal results Although individual needs might be different, you can identify some key concepts and run specialised programs that are targeted and effective. Take the time to prepare 32 Start the research Try to estimate the right enrollment number, depending on space, resources, and time availability. Start with a smaller group and if things go well, you can improve on your successes, eliminate things that don’t work, and then expand it to a larger group! important feedback, document personal data, and make a much deeper connection. For example, along with the time spent exercising/ lecturing, add the opportunity to include some one-on-one time with clients. Include a private consultation in the package. Create a client questionnaire or survey. Have your sales team talk to current and prospective customers to establish what kinds of programs will be most beneficial. For example, a trendy area in health and wellness today is detoxification. Why not combine a program that focuses on detox, fitness, and wellness education? You could align yourself with a holistic nutritionist, offer supplements, partner with a juicing store, a reputable colonic establishment, and an infrared sauna facility, etc. If you create a successful model, be sure to name your program, and protect the concept. You can register it and buy a web domain pretty inexpensively. You may also want to have a dedicated landing page on your website to educate prospective clients on the benefits of your program. Owning your own Intellectual Property (IP) will, such as a trademark, enhances your brand - check your name is available (ipaustralia.gov.au), and register a domain name (godaddy.com or ventraip.com.au). You can also partner clients up according to need. They benefit in two ways – getting a semi-private session, and having a buddy to help them stay focused on their goals. Don’t disregard the social aspect; it can be a strong motivator, giving people a way to connect, bond, and support each other! By doing all the research and making the process easier for your clients, you will enhance the overall success of the program and improve customer service. Customisation is key well, anticipate the needs of your group, and deliver a great experience. Once you have honed your first program, it increases your chances of duplicating your success for future offerings. No matter what the size of your group, the program still needs to include an element of individual service. It will assist in getting WHAT’S NEW IN FITNESS - WINTER 2019 Decide if you would like to offer the program only to current clients or if you’re looking to expand your reach in the community. Specialty programs are a great way to bring new members into the club. Advertise outside your list with targeted ads on Facebook, fliers to local businesses, or mailers. Social media marketing ads are inexpensive and can be highly focused to reach the right audience. Create a community Create an online community or dedicated group page on social media. Make sure you have a special place for everyone to chat, make suggestions, include pictures, ad personal stories, and communicate about their experiences. This will increase camaraderie, support team and individual efforts, and create a unified tribe! Get all your ducks in a row before the launch, from having signed medical releases to a complete explanation of what they can expect. All written materials should include your brand name, from outlines to progress reports. Check with your insurance company if you need additional coverage, especially if some of the services are performed outdoors. A team for success If you are not running it yourself, finding the right team member will make all the difference in the WHAT’S NEW IN FITNESS - WINTER 2019 success of your program. Offering incentives to staff, additional pay, or a commission to sell the program, will help you reach your goals and make everyone happy! The accolades of running a new program can also make teachers/ trainers feel more valued. Build momentum Pricing your program will take some work. You don’t want to lose money on it, but you may want to offer it at an introductory discount at first. Once you start selling out by word of mouth or ads, and the success is legitimised, then you can reevaluate pricing. Deliver what you promised and offer a money back guarantee. 33