A Few Missing Chapters: Personal Training Studio Management
By Dexter Tenison, CFT

(Part 1)

Part 2

Program Management

One of the most important concepts a personal training studio can use is branding (Conrad, 2007). But first, the business must know what it wants to be known for (Conrad). Once that is established, all programs offered by the studio must work toward the same objective. If the foundation of the studio’s message is a concern for muscle, moderate aerobic activity, and supportive nutrition, then everything the studio does should be in line with that message. A good example to use is yoga. Yoga is considered to be an excellent exercise method for stretching, relaxation, and meditation. This would not be in line with a concern for muscle, moderate aerobic activity, a supportive nutrition as the way to lose fat and gain muscle. However, yoga can compliment the primary goals of the facility. It must be clear what the purposes of yoga are within the facility, or branding can be weakened due to an inconsistent message.

Despite the common belief, anything that a personal trainer normally gets paid to do should not be free to clients (Kaplan, 2004). This means that health assessments, group classes, nutritional counseling, or anything else seen in a personal training session should have compensation from clients (Kaplan). If services and items are given away, this devalues the personal trainer’s time. Focus should be on programs that can be done for marketing and promotional purposes.

Profit Centers

A profit center is a profitable business within a business (Kaplan, 2007, Business Within). Kaplan (2007) warns that if the studio manager is not careful, profit centers can be a drain on the business. He offers some simple suggestions to personal training managers if they choose to implement profit centers in their business. First, if a profit center isn’t producing profit, fix it quick or give it up. Profit center policies and systems must be strictly enforced in order for a profit center to be considered healthy.

Second, the studio manager should try to do as thorough of an assessment as possible of a potential profit center they are considering. The profit center should be simple and should not distract the manager from the studio’s core business. Finally, the profit center should not be dependent on the manger to run it. All of the other staff members should be aware of the product or service. If the staff can see the importance of the items or services sold they can direct customers to the products or services and have personal experience with the product (Kaplan, 2007, Business Within).

One of the main reasons why personal training in health clubs are not profitable is due to the fact they offer free assessments, free consults, free sessions, and then pay the trainer for the “free session”. This can quickly make personal training a drain instead of a profit center. Kaplan (Kaplan, 2007, Business Within) recommends that the personal training department should not have a commitment to hourly pay. There should be no free services offered in the facility. Personal trainers should only be paid for the actual work they accomplish. Second, the trainers should be paid on a 50/50 split. This system is advantageous for both parties because the studio owner must pay for the studio and all of its expenses and the trainer receives the recognition of being associated with the personal training studio (Kaplan, 2004).

Health Fitness Equipment Considerations

Generally speaking, personal training studios will be smaller in square footage than other fitness facilities. In fact, Joel Dunkel (2003) says that 800 square feet is all a personal trainer needs in order to have a profitable studio. When choosing fitness equipment, the studio manager should consider the user-friendliness, marketability, square footage, design, and other areas that will attract clients. Also, utilizing unique fitness equipment can become a selling point for potential clients.

With the development of new functional machines developed by major manufacturers, the personal training studio manager can maximize space without sacrificing quality. Vortex and Free Motion offer multipurpose machines that can do any exercise that is done on traditional machines (Dunkel, 2003). Plus, with their design of moveable and adjustable lever arms, they can perform very functional exercises that rotate the body and imitate real world movements.

Suppliers such as Power Systems and Perform Better offer inexpensive products for sport, health, and fitness (Dunkel, 2003). Functional training has returned and it uses minimal equipment. These products can also be used for group classes and add spice to resistance training programs. Powerblocks offer a compact dumbbell-style product that can be used in studio settings. One set of 5-90 lb. is all a studio needs for effective dumbbell training.

References

1. Conrad, C. (2007). Branding: The mark of a business success. Setting your facility apart from the pack [Online Version]. Personal Fitness Professional. Accessed May 20, 2008 from http://www.ptbaonline.com.
2. Dunkel, J. (2003). Profitable training in 800 square feet [Online Version]. Personal Fitness Professional. Accessed May 20, 2008 from http://www.ptbaonline.com.
3. Fitness Institute International (n.d.). Retrieved May 24, 2008 from http://www.fitnessinstituteinternational.com.
4. Grantham, W.C., Patton, R.W., York, T.D. & Winick, M.L. (1998) Health Fitness Management (1st ed.) Illinois: Human Kinetics.
5. Jablonski, M. (2001). Learn to leverage your time by using the internet [Online Version]. Personal Fitness Professional. Accessed May 20, 2008 from http://www.ptbaonline.com.
6. Lloyd, A. (2007). Fill in your professional requirements here...Are you truly qualified? [Online Version]. Personal Fitness Professional. Accessed May 20, 2008 from http://www.ptbaonline.com.
7. Merschat, T. (2002). Using email to grow your business: Learn what this simple tool can do for you [Online Version]. Personal Fitness Professional. Accessed May 24, 2008 from http://www.ptbaonline.com.
8. Kaplan, P. (2004). Make your facility unstoppable: The new paradigm part 2 [Online Version]. Personal Fitness Professional. Accessed May 20, 2008 from http://www.ptbaonline.com.
9. Kaplan, P. (2007). The pursuit of a business within a business: Easy street or a perilous detour? [Online Version]. Personal Fitness Professional. Accessed May 20, 2008 from http://www.ptbaonline.com.
10. Pastorelli, F. (2008). The chronicles of genesis part 3: The real life struggles and achievement of a personal trainer [online document]. Retrieved May 20, 2008 from http://www.ptbaonline.com.

Dexter Tenison (www.dextertenisonfitness.com) is an ISSA Certified Fitness Trainer and a Master’s candidate for sports studies at The United States Sports Academy. He is the owner and a trainer at Body Transformations in Memphis, TN.