Nov 19 / John Hardy MSc

Building a Long Term Personal Training Business


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Hello there! If you're dreaming of building a successful personal training business, you're in for an exciting journey. It's a path that requires a blend of dedication, skills, and a strategic mindset. I've spent over a decade cultivating my PT company, Faster, into what it is today. Now, I'm here to share with you the fundamental ingredients that have been pivotal in my growth and success. We're going to dive into the realms of Operations, Marketing, and Finance - the essential OMF triad of a thriving PT business.

Perfecting Operations: The Heart of Your PT Services

At the core of every great PT business is its operational framework. This is where you craft and refine your training programs and service delivery to stand out in the fitness world.

Here's my take on what you should focus on:

Scientific Foundation: Always justify your exercise selections and progressions with solid scientific evidence. Align them with the unique needs of your clients and be ready to passionately defend your methods. It's about blending science with empathy.

Exceptional Service: Wrap your solid programming in exceptional client service. Aim to craft an emotionally positive and memorable experience for every client.

Adaptability: Be flexible enough to tailor your product to align with individual client needs while staying true to your core training philosophy.

Resilience: Build a tough skin to handle critiques of your programs. Remember, every critique is an opportunity to improve and evolve.

Investing in a well-justified, evidence-based offering ensures your clients receive an unmatched experience, building confidence and loyalty.

Crafting Magnetic Marketing: Attracting Your Ideal Clients

With your operations set up, it’s time to shine the spotlight on your business. Marketing is the bridge that connects your amazing services to the right clients. Here's how to make that connection stronger:

Market Positioning: Define your unique place in the market. Set your pricing to suit your target audience and reflect the value you offer.

Consistent Branding: Ensure your branding is consistent across all platforms. This includes your visual aesthetics, your communication style, and the overall 'feel' of your brand.

Content Diversity: Engage potential clients through diverse content channels. Think blogs, social media posts, podcasts, and more. The aim is to reach out and resonate with your audience in multiple ways.

Effective Sales Funnel: Build a sales funnel that effectively guides prospects towards choosing your services. It’s about nurturing leads and turning interest into action.

Embracing Rejection: Understand that effective marketing also means filtering out those who aren’t the right fit for your services. It's about quality, not just quantity.

Through strategic marketing, you can project your expertise and attract clients who truly align with your approach.

Financial Wisdom: The Backbone of Growth

Now, let’s talk money. Financial health is crucial for sustaining and growing your PT business. Here’s what I’ve learned about managing finances in the fitness world:

Monitor Finances: Keep a close eye on your cash flow and profitability. Don’t shy away from seeking help from financial experts if needed.

Long-term Planning: Develop a 3-5 year financial plan that aligns with your business vision. It helps in setting realistic and achievable goals.

Growth Milestones: Establish clear sales and growth milestones. Connect these to your overall strategy to ensure every step you take is in the right direction.

Invest in Education: Allocate a budget for continuous education. Staying updated and improving your programming is an investment in your business’s future.

By managing your finances diligently, you can transform your operations and marketing efforts into long-term business success and personal income.
After years in the field, I’ve realised how closely intertwined finance is with the success of marketing, and how marketing's potential is completely dependent on optimised operations delivering exceptional service. By striving for excellence in each of these areas, you establish the foundation needed for a flourishing PT career.

Next Steps: Your OMF Action Plan

What you do today to start shaping your business for success. 

Here are four key steps:

Set a 3-Year Goal: Begin with a financial target for the next three years. Then, work backwards to determine what you need in terms of operations and marketing to achieve this goal.

Daily OMF Tasks: Commit to one OMF-related task every day. Focus on what can make tomorrow a bit better than today.

Social Media Analysis: Review your most successful social media posts. Understand what worked and aim to create more content that resonates with your audience.

Embrace AI: Explore how artificial intelligence can assist in your business operations

Talking of which, here is the video version of this article as produced by AI, using ChatGPT. how did it do?  Add a comment to the video on youtube and let me know!