By Todd Durkin, MA, CSCS Owner, Fitness Quest 10 & Todd Durkin Enterprises Head, Under Armour...
-
Upload
melvin-nash -
Category
Documents
-
view
223 -
download
0
Transcript of By Todd Durkin, MA, CSCS Owner, Fitness Quest 10 & Todd Durkin Enterprises Head, Under Armour...
By Todd Durkin, MA, CSCS
Owner, Fitness Quest 10 & Todd Durkin EnterprisesHead, Under Armour Performance Training Council2004 IDEA & 2005 ACE Personal Trainer of the Year
What do you want out of this presentation?
• New ideas for programs, services, or systems• How to create a culture and brand to produce
raving fans• How to create time freedom/money freedom
in this business• How to have a life when you are working your
tail off• CONNECT!
5 Ways to Create A Successful Business
• Drive Revenues• Control Expenses• Take Care of Your
Customers & Clients• Take Care of Your Staff• Take Care of YOU!
Answer these questions?
• What area(s) of your business are you doing well?
• What areas of your business are you not doing well?
• What are your goals for the next 90 days?• Where do you want to be in 5 years?
Developing Your Brand
• What kind of brand are you?• What do you want your brand to
represent?• What is unique about your culture?• What can you do to improve your
brand identity?
• What kind of brand are you?• What do you want your brand to
represent?• What is unique about your culture?• What can you do to improve your
brand identity?
Important Points to Rememberabout Your Brand!
• It takes 20 years to build a reputation…and it takes 1 day to destroy it!!!
• If someone likes your business, they will tell 5 people…If someone doesn’t like your business, they will tell 30 people.
Protect Your Brand!!!
Action Step: BRAND
What are you going to do to improve your brand and ensure you deliver a
great brand consistently?
• Commitment• Focus• Passion• Discipline• Mental Toughness
• Burning Desire(ie. Reading 1 hour per day for 1 year)
• Hard Work• Positive Attitude• FAITH
Characteristics Of High Performers
“Be Humble…Stay Hungry!!!
DEVELOP MONEY FREEDOM• Leverage Time (more semi-privates & small groups)• Create Programs (Boot Camps, 21 Day Transformation, 3 Day Renewal
Program, on-line continuity programs)• Create Products (DVD’s, teleseminars, e-books, etc.)• Affiliate Programs• Improve your website• Multi-level marketing (MLM)• Business Growth!
Biggest Winner!• Rules of the Contest:
• $50 registration fee per person; minimum 10 teams
• Five (5) people to each team, must include Two (2) non-members/clients (no obligation to join; each team will be assigned a FQ10 personal trainer)
• All Non-members and non-clients can purchase a Six (6) week guest membership FQ10 for $50.
• A Team can consist of Five (5) non-members.
• Each Team may have up to One (1) FQ10 employee participate in the contest.
• The beginning weigh-in must be between May 2-May 6 (no weigh-ins after May 6) and the final weigh-in must be done between June 19-June 21 (no final weigh-ins after June 21st).
• The team that loses the greatest percentage of their starting Team Weight will win.
• All contestants much check-in each visit to Fitness Quest 10.
• Members and non-members are recommended to complete 4 workouts per week minimally (24 total workouts) during the contest dates. A combination of strength training, cardiovascular, and group fitness classes are recommended to achieve maximum results.
• Mandatory weigh-ins every 2 weeks. If any team member fails to weigh-in prior to the required dates below, the team will automatically be disqualified.
• 1st Team Weigh-in May 2-6th
• 2nd Team Weigh-in: May 20-24th
• 3rd Team Weigh-in: June 4-7th
• 4th and Final Team Weigh-in: June 19-21st
Biggest Winner!• Participants must weigh-in without shoes.• Participants can come at any time during Fitness Quest 10 working hours and weigh-in but
must check-in with FQ10 staff member and log their weight in with staff member.• If a guest decides to join as a member, their membership and monthly payments will be
deferred to the end of the contest.• A minimum of 10 teams must participate in order to run the contest. A full refund will be
given to each participant if the minimum requirements are not met.• No refunds will be issued after registration fee is paid, with the exception of the minimum
requirements not being met.• The winning team will receive $2,500.00• If there are more than 10 teams, the grand prize is still $2,500.00.
• The winning TEAM will be announced Tuesday, June 23rd!!!!
Just for participating in this contest, participants that are currently members or clients will receive:• 10% off any personal training package purchased during this period• 10% off any massage therapy/bodywork session (throughout entire contest)• 20% off unlimited class package during this period• 10% off all supplements and customized, prepared meals by Optimal NutritionNon-members (will receive the above + the following):• Can pay $50 membership for 6 weeks (May 7-June 21st) (Normally $89.00 per month)• 1 Free class a week
Control Expenses• Hire a great accountant• Develop Systems (Gerber, “EMyth”) –write
down everything• Payroll• Equipment care & maintenance• Collect money upfront; stay ahead of
packagesWhere can you cut expenses without negatively affecting
the customer experience?
Marketing for Results“Standing Out From the Crowd”
• Determine what it is that you, your studio, or club does best and your points of difference from the competition.
• Who is your target client/member and where do they spend time & money?
• What do you want to communicate to the marketplace and why is it important?
• Why should a potential client/member consider you and your business?• How will you deliver on the promises you made in your marketing
message?• How will you reach potential new members with the right message at the
right time?
(“Creative Fitness Marketing”; Club Solutions Magazine; Aug. 2009)
Creative Cost EffectiveMarketing Strategies
• Guerilla Marketing• Viral Marketing (YouTube,
Facebook, Blogs, Twitter)• “Driving” Word of mouth• Your List• Newsletters (Constant
Contact, icontact, 1 Shoppingcart)
• Referral Programs• Recognition (B-days,
anniversaries)• Gift certificates for holidays• Zip Code marketing with
your local newspaper• Partnerships • Donations to community
events
What About Direct Mail?• Must have a strong, catchy title!• Strong call to ACTION!• Must have a dead-line!
• Must have a visual!• Must be a GREAT OFFER! (Free Trial; 2 for 1)
• Must compliment other marketing
Create Legendary Customer Service
• CONNECT!• Create Systems• Cleanliness• Create new “experiences”• VALUE!• Create a “TRIBE” (Seth Godin)
• Do the Little Things--“Can I get you a towel or drink of water?”
• Sincere Greeting• Get to know ALL people• Call your clients by name• All eyes on client• The power of “touch”• Follow-up
Create Legendary Customer Service
“Everyone has an invisible sign hanging from their neck saying, 'Make me feel important.' Never forget this message when working with people.”
Mary Kay Ash
“Everyone has an invisible sign hanging from their neck saying, 'Make me feel important.' Never forget this message when working with people.”
Mary Kay Ash
Top Measures to Create a Winning Brand & Culture
I. Listen to your Customers
•Create surveys at least once per year•Conduct interview with your top 5 clients•Get testimonials•Reward your clients (mini-massages, gift certificates, etc.)•Listen, Listen, Listen
Top Measures to Create a Winning Brand & Culture
II. Listen to Your Team• Train your team• Set Goals with your
team• Have “personal growth”
meetings• Provide clear
expectations & manage/lead them
Have effective meetings and ask your team:
• What is working well?• What is not working
well?• What should we being
doing differently?• What should we
continue to focus on?
Motivate Your Team!• “Lead” them—share the
mission, vision, values, etc.• Provide them on-going
feedback• Provide them an annual
review• Create a “Google Group” or
“chat room”• Reward them (go-karts,
lunches on Sat., shout-outs)
Top lessons learned to help fuel growth despite challenging economy
• Stay focused!• Be organized with your time• “What is the most valuable thing I can do
with my time right NOW?” • Don’t let emails control your life
Top lessons learned to help fuel growth despite challenging economy
• Only positive TV on in your facility
• Fill your facility and you with only positive reading or listening material
• Look at your vision board
• Energize yourself (eating, exercising, sleep, etc.)
• Put up positive mantras in your facility, home office, work office, etc.
• Keep staff focused & “loose”
PROTECT YOUR MINDSET!!!!
• Produces “Contagiasm”• New ideas• Accountability • Support• Sounding-Board• “Mastermind”—Think & Grow Rich
—Napoleon Hill
Surround Yourself With Other Positive, Successful Fitness Entrepreneurs
Top lessons learned to help fuel growth despite challenging economy
• Don’t live in fear• Be creative/innovative with
your programs (ie. Semi-private / small group training; continuity programs)
• INCREASE your marketing!• Increase Your Customer
Service!
Top lessons learned to help fuel growth despite challenging economy
• Create your ideal day!• Spend time with your
loved ones!• Get your Mellow Yellow
Days• SIMPLIFY• “Purge Party”
TAKE CARE OF YOU!!!
SECRET TO SUCCESS
• READY, AIM, FIRE or READY, FIRE, AIM• Intention + Preparation + ACTION + Hardwork
+ Opportunity = CREATION!!!
START FIRING!!!
“Your Attitude Determines Your Altitude”If: A B C D E F G H I J K L M N O P Q R S T U V W X Y Zis represented as: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26.
Then :H-A-R-D-W-O-R- K8+1+18+4+23+15+18+11 = 98%
and
K-N-O-W-L-E-D-G-E11+14+15+23+12+5+4+7+5 = 96%
But,A-T-T-I-T-U-D-E1+20+20+9+20+ 21+4+5 = 100%
Recommended Readings• One Minute Entrepreneur
(Blanchard)• The Speed of Trust (Stephen M.R.
Covey)• Winning (Jack Welsh)• Good to Great (Jim Collins)• 7 Habits of Highly Successful People
(Stephen Covey)• Everyday Greatness (Covey)• Rich Dad, Poor Dad (Kiyosaki)• I Feel Great and you will too (Pat
Croce)• The E-Myth (Michael Gerber)• Sun Tzu for Execution (Steven W.
Michaelson))
• The Power of Full Engagement (Loehr & Schwartz)
• The Leadership Challenge• The Four Minute Work Week• The 7 Irrefutable Rules of Small Business
Growth (Steven Little)• The Tipping Point (Malcolm Gladwell)• Branding Iron (Hughes & Jeanes)• The Rules of Management (Richard
Templar)• Four Minute Work Week (Ferris)• Think & Grow Rich (Napoleon Hill)
Thank You For Joining Me!!!
For more information, please visit:www.FitnessQuest10.com
www.ToddDurkin.com
Or call Fitness Quest 10 at 858-271-1171Email: [email protected]
Believe and Achieve
The only thing that stands between a person and what they want in life is
the will to try it and the faith to believe it is possible.
Respect All People“The true measure of a person is how they treat someone who can do them absolutely no good.”
Ann Landers
Keep Your Goals In Sight
Dream big but realize… short term, realistic goals are the keys to success.
Know the Power of Encouragement
“Rain and sun are to the flower as praise and encouragement are to the human spirit.”
Mario Fernandez
Remove the Chains that Bind You
“Remember, no one can make you feel inferior without your consent.”
Eleanor Roosevelt
Commit to Excellence
The secret of joy in work is contained in one word – excellence. To know how to do
something well is to enjoy it.
Know the Power of Kindness
Acts of kindness are simply the result of living the Golden Rule… which should be
rule #1 on every leader’s list.
Lead Yourself
“Leader of one, leader of many; if you can’t lead one you can’t lead any.”
Anonymous
“Leader of one, leader of many; if you can’t lead one you can’t lead any.”
Anonymous
Learn To Serve
“One of the most beautiful compensations in life is that no person can help another without helping themselves.”
Ralph Waldo Emerson