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:
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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
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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.
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