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Business Member Spotlight – Bloor Street Fitness & Boxing

By | Business

Tell us about your business?

Bloor Street Fitness & Boxing was opened in 1994 by former national lightweight champion Paul Ryan. The gym began as a non-profit organization to help at-risk youth get off the streets. From its boxing beginnings, the gym has grown into a fully equipped, two-level boxing and fitness centre serving Toronto’s west end community.

Bloor Street Fitness is an inclusive, dynamic and fully equipped fitness centre, with all the amenities of a big gym and none of the pretension. The second floor contains a full-size boxing ring, originally from New York City’s Time Square where Muhammad Ali and Rocky Marciano boxed in 1969. At BSF, we pride ourselves on being a “no-attitude” neighbourhood gym with professional and dedicated staff and amazing members.  Whether you’re looking to box your way to a better body, take group fitness or train with our certified personal trainers, there is something for everyone at Bloor Street Fitness.

What attracted you to the fitness industry?

I was involved in sport from an early age and was always looking to gain the competitive edge. My goal was to  become a better rotational athlete and to find ways to overcome past injuries and decrease the risk of future injuries as to lengthen my playing career. This pursuit of knowledge led me to further study the body and eventually to the fitness industry. 

What made you choose to operate your own business?

I got involved at the gym level with the goal to help more people. I am able to share more knowledge with a team of trainers and this gives us the ability to reach more people looking to become better movers. 

What has been your greatest challenge as a business operator and how did you overcome it? 

A challenge I have faced is keeping a well educated, cooperative, and productive team of personal trainers together to service our members. It is always hard on members when their trainer moves on from the gym. We have worked to create a working environment and a cooperative team that enjoys being together. We educate our trainers to be at the top of their profession through in house team training and development sessions, inviting industry experts to teach our trainers and having our staff attend canfitpro conferences.

What do you hope your member’s achieve within your facility?

My hope is that each member will gain the confidence, knowledge and support to achieve their goal. Our trainers strive to help members become better athletes and movers so any life or athletic skill can be easily done. 

Tell us your greatest memory or highlight in your career?

The highlight of my career is seeing the light bulb go off in my clients/trainers minds when they understand and feel the improvements happening in their bodies. It is rewarding to me when they hit the golf ball further or get through a round of golf pain free or accomplish whatever else their goal may be. 

Quote: Build a Better Life

Visit the Bloor Street Fitness & Boxing website at www.bloorstreetfitness.com and be sure to follow them on Instagram, Facebook & Twitter!

canfitpro Toronto Tradeshow: A Great Place To Do Business!

By | Business

By Jake Rondot

HK Canada has partnered with canfitpro for over 20 years and in that time has not missed attending the Toronto conference tradeshow with an exhibitor booth.  As the largest publisher of physical activity content globally, our primary focus at the Toronto event has been on promoting our fitness subject areas in a very targeted way, and in serving our large fitness customer base on site.

However as many other vendors and longtime partners have likely also experienced, the advent of ecommerce, social media, and other digital platforms has positively disrupted business models which previously were siloed, moving many of us from working independently in vertical markets that only seemed loosely related (I.e. fitness professionals, physical educators, sport coaches, dance instructors, yoga instructors, health promotion specialists, etc.) to finding innovative, creative, and cost-efficient opportunities to cross-pollinate our outreach across multiple markets in an effort to amplify the message and leverage our marketing cost.

To this end, and paraphrasing below, the canfitpro Toronto tradeshow is an incredible opportunity – Use your booth presence at this event to invite every related business client and customer you can reach!

Leverage your sunk costs

First and most importantly for any business, consider the sunk costs.  You’ve committed the freight, equipment, accommodations, registration, staffing, time, and other outlays to having a booth at Canada’s largest and best fitness event.  Why not take the extra step to leverage those costs to amplify your outreach by inviting segments of your market who are in some other way aligned with health and wellness?

Consider the 80-20 rule

On the revenue side, inviting an extended list of existing clientele who may not otherwise attend is an opportunity to directly increase revenue from your own captive audience. Existing loyal customers – the 20% who are responsible for 80% of your revenue – are those most likely to purchase again from your company.  The more you can get to attend your booth the greater your revenue results should be.

Providing added value

Your customers will also deeply appreciate the opportunity to attend the event itself – to explore other vendors of interest to them, enter draws, connect with services, get free swag and sample products, purchase sale merchandise, attend stage lectures, and more – providing you with incentives to get them to attend as well as a new value-added for being a loyal customer.

Bake a bigger pie!

If we each do this well and our customers explore and enjoy the tradeshow as hoped, the net benefit will be a positive impact on each other’s revenue potential through the tradeshow.  This is a shift from a focus on growing our single piece of the pie toward helping bake a much larger pie so that all the pieces are bigger!

Build your B2B

The size and variety of the tradeshow alone, and the professionalism with which it is presented, offer strong “wow factor” for professional clients and B2B relationship execs who may not have attended previously.  This is an impressive venue to hatch or solidify new business ideas!  Remember that you’re attending anyway, and tradeshow-only attendees are not in sessions, so in the slower periods during big session blocks you should save the time to schedule these important face-to-face meetings.

Rely on the collective

This is also an opportunity to leverage collective costs: we each contribute financially and with time and effort to help give this event the wow factor that will impress our customers and clients.  We believe the result is any person we invite who comes away from this tradeshow with a positive impression of HK, has had that impression made positive in some small way from each of you (and your time, effort, and cost).  This is an experience we could not have paid for ourselves.

Increase engagement

Don’t forget to amplify your booth’s engagement impact!  While at the event encourage booth visitors to take pictures and share their visit on social media, use images of interaction with staff and delegates in future content, provide post-event follow-up incentives like coupons or contests, and more.  This is the perfect atmosphere to be creative and consider new ideas.

For a number of years, we have undertaken this approach on a smaller scale and through personal invitations, but this year I’m proud to say we will push out larger multichannel campaigns to a variety of related markets through our own customer lists as well as through shared partner outreach and ad spends online. canfitpro has already made this easy by allowing free tradeshow attendance with a user-friendly registration page (Register here).  Each member of our staff will also use this opportunity to personally invite key executive contacts in other markets.  The impact we hope for is a significant volume of new visitors to our booth who are already in some way directly or indirectly connected with HK.  If your company is planning to do this or already doing so, or if you have any questions, I would love to hear from you!

About Jake Rondot

Jake Rondot is Managing Director at Human Kinetics Canada, the 2015 winner of canfitpro’s Steve Block Vendor Award, and a past presenter on authoring and publishing at canfitpro Toronto.  He can be reached at JakeR@hkcanada.com.

Living 4D with Paul Chek

By | Business

Paul Chek is a name well known to many canfitpro members. For over 30 years he has been one of the most influential figures in the world of fitness education, and for nearly 20 of those years he has been presenting at canfitpro events. Over this time Paul has seen many fads and fitness gimmicks come and go, but his own innovative and ‘future proof’ system of holistic health, functional exercise and performance conditioning has withstood the test of time. When you consider that concepts Paul was teaching two decades ago are only now becoming mainstream among health and fitness professionals, you will realize that he is an indisputable thought-leader.

If you’ve had the opportunity to attend one of Paul’s live workshops or lectures, then you know that he doesn’t pull his punches! His presentations are deep and can change the direction of a person’s life or career in just 90 minutes. Paul brings that same level of passionate inquiry to his podcast, ‘Living 4D with Paul Chek’ where he converses with guests on topics ranging from fitness to philosophy.

As the CEO of the CHEK Institute, Gavin Jennings, says, “The content is very different than other podcasts, with Paul and his guests tackling provocative topics and providing thought-provoking commentary. Increasingly fitness professionals no longer want ‘fast food’, education, but are looking for a more integrated approach that will help them succeed with a wide range of clients.”

Movement is the topic of conversation in June and Paul is talking with some of the world’s top conditioning coaches.

  • 4th June: Mike Salemi is an elite athlete who worked with Paul to overcome serious orthopaedic injury to achieve the Kettlebell ranking “Master of Sport” as well as becoming the 2017 WAKSC World Champion in the professional Long Cycle division. He talks about how top-level personal trainers and strength coaches must look outside the gym when working with all their clients
  • 11th June: Ben Pakulski is an IFBB professional bodybuilder and winner of the 2008 Mr. Canada competition. He talks with Paul about the mental, emotional and spiritual challenges he has faced in his career as well as some of the myths and misconceptions surrounding bodybuilders.
  • 18th June: Dale Walker is the Head Physiotherapy lecturer at Salford University in the UK, CrossFit judge and former British Army officer. Dale shares about how the SAS were one of the first military units to embrace the CHEK system in their training – they have been using it for almost 20 years now! – and how the British Army have incorporated the Primal Pattern® Movement System into their new fitness model with great success.
  • 25th June: Greg Muller is a human performance and leadership training coach as well as a highly qualified CHEK Practitioner. He is the only strength coach in history to coach three of the world’s top rugby clubs to championship success. As a former Senior Instructor for the military, Greg was directly responsible for the training and recruitment of physical training instructors within the New Zealand Defence Force.

Living 4D with Paul Chek is available on iTunes, Stitcher, Google Play and Spotify or visit chekinstitute.com/podcast

Secrets to getting more clients (and profits!) the most successful fitness professionals use

By | Business

By Sean Greeley
NPE Founder & CEO

Most fitness professionals and businesses barely make a profit.

They put in long hours trying to do everything. They’re always hunting for new clients, either to try to grow the business or to replace the clients who’ve left. And if you can’t market yourself effectively, you’re looking at a quick exit from the industry.

You also can’t out-market a bad service–so you must “prove” just how great your service is … with every client, every session, every day.   

And if you want help with the workload, you’ve got to build a team … but where to find great coaches, people who can be trusted to provide the same level of commitment to great service to your clients that you have?

Most fitness professionals and business owners figure the answers will just show up one day if they double down on the work.

So they do it all themselves and sacrifice health, relationships, and happiness without having a clear strategy and plan for how they’ll break through … hoping one day, it’ll happen.

But it won’t.

If there’s one thing we’ve learned in 13 years showing fitness professionals and business owners the business skills they need to succeed, it’s that going around in circles doesn’t get you where you want to go.  

That’s why we’ll show you the step-by-step strategies, systems, and secrets the MOST successful fitness professionals and business owners use to hit their goals in our MORE CLIENTS, MORE PROFITS workshop. Register for this one-day workshop and:

  • Discover how to choose the business model that best fits your passion and gives you the highest chance of success
  • Learn the secrets to pricing and packaging your services for profit (while best serving your clients)
  • Uncover the best way to define the ideal client profile for your business
  • Get specific strategies and systems to find more of the best new clients (where they are and how to attract them)
  • Learn how to build a portfolio of client success stories and reviews
  • Grow your business to earn a professional income
  • How to build a team that cares about serving your clients as much as you do
  • And much, much more …

Don’t end up frustrated … feeling stressed from being busy yet unsuccessful.

Get the tools you need to move forward and go from being a struggling coach to a successful fitness professional with a solid foundation to develop a thriving fitness business.

About the Author

Sean Greeley, Founder and CEO of NPE, has an unrelenting passion for empowering fitness business owners to grow their business and create the life they want. Since 2006, NPE has helped over 45,000+ fitness professionals and business owners in 96+ countries grow to the next level. NPE has been listed 8x on the Inc 500/5000 list of fastest growing companies, and is a global team with offices in Los Angeles, London, and Sydney.

Making Real Connections

By | Business
The B2B landscape is supply chain driven, but often the term supply chain is identified simply as the movement of product or service to and from supplier to customer and not focused on the connections. At a very basic level supply chain is a system, a system designed to connect suppliers with customers and ultimately satisfy a demand.
Globally the fitness and health club industry have a huge demand and generates more than 80 billion (USD) in revenue per year, and within North America that amount is an estimated 30 billion (USD) . This is a result of the overall growth within the fitness industry, derived primarily from club memberships. While their remains industry leaders like GoodLife Fitness, Life Time Fitness, Anytime Fitness, and Planet Fitness, it is worth highlighting that the fitness boutiques and studios are flexing their muscles as well.
Keeping members engaged in a larger club relies a lot on the member experience with the staff and club amenities, including but not limited to equipment and programming. Our surveys have shown that traditional fitness is important but is somewhat taking a back seat to the community and tribal formats of exercising, including sports.
Both types of fitness and health clubs need to stay relevant, which makes industry events like canfitpro 2019 valuable. Our event helps to introduce new programming, product innovations, training techniques, and business leadership strategies to club owner-operators, facility managers, personal trainers, group instructors, and frontline staff to create new experiences for their members and gain industry knowledge on how to increase retention and attract new members.
As an organization, canfitpro is focused on making real connections between our Business Members with our Valued Vendors to help both the supplier and the customer achieve success.
B2B Fitness Newsletter is designed to be your source and connection to relevant updates, industry trends, breaking news, and highlights. Give us your feedback or help us profile your business today.

 

canfitpro Toronto Keynote Speakers 2019

By | Business

We are excited to introduce our amazing keynote speakers for canfitpro Toronto on August 14-18, 2019! Registration will open late January 2019.

Opening Ceremonies:

Ashley Callingbull

Actor, Beauty Queen, First Nations Activist and Motivational Speaker

Ashley Callingbull is no textbook beauty queen. She is the first Canadian and the first indigenous woman to win the title of Mrs. Universe. As a survivor of childhood poverty and abuse, Ashley chose to reply on the power of her culture to follow the right path of life, and now it is her intention to use her success as a platform for change and inspiration. Ashley shares her passionate story of struggle to success to empower people to discover their own potential within and to chase their dreams.

Closing Ceremonies

Inspirational Speaker & Co Host of WE Day, Author and Humanitarian

With his trademark humor and humility, Spencer spins a spellbinding story of the challenges he faced after losing his legs from the pelvis down at the age of five, and the journey of self-discovery that ultimately enabled him to summit Mount Kilimanjaro using his hands and wheelchair. Spencer applies the insights learned from a lifetime of overcoming obstacles to help leaders identify their own roadblocks and push past them. His inspiring message and tangible life lessons motivate audiences to believe they can tackle any goal, whether personal or professional.

We’ve Reached Our Goal!

By | Business

We have some extremely exciting news to share with you! Together with the members, partners and sponsors, we were able to reach our goal of $100,000.00 to the Pacific Autism Family Centre Foundation for the Richmond Hub playground! We have achieved this goal one year ahead of schedule, and have nothing but gratitude for all of your contributions!

 

Welcome! canfitpro’s new Vice President of Operations

By | Business

 We are so excited to announce that as of January 7th, 2019, Kyle Tomlin will be joining our #fitfam as the new canfitpro Vice President of Operations!

Kyle comes to us with exceptional experience working in a membership-based organization at the Retail Council of Canada (RCC) where he is currently the Vice President of Marketing, Partnerships and Events.

He has 20 years of organizational leadership and has been a Certified Meeting Professional for 15 years. Under his leadership, RCC’s flagship event, STORE, grew to become Canada’s biggest retail conference. He was also part of a full technology platform launch that brought a new CRM to RCC. Prior to joining RCC, Kyle spent 6 years leading Canadian operations at the International Council of Shopping Centres.

On a more personal note, Kyle and his wife Stephanie have two sons Isaac (5) and Lucas (3). He is a huge baseball fan (favourite team is the Chicago Cubs) and has seen a baseball game in every major league baseball park. He incorporates fitness into his life by playing recreational ice and ball hockey.

Kyle is eager to get started with us in the new year. You will get a chance to get to know him better through our Facebook Live on January 8th, 2019.

We would once again like to thank Nathalie Lacombe, outgoing VP of Operations, for her commitment and dedication to canfitpro over the last 10 years and her continued support during Kyle’s transition.

Nathalie’s last day with canfitpro will be January 31, 2019.

How To Sell Personal Training (without sounding like a sales person)

By | Business

By Claire Garrigan

“It’s not my job to sell people, it’s my job to train people.”

“I don’t want to come across as too pushy.”

” I give good workouts and that should sell itself.”

I don’t have time to sell, they either can afford it or they can’t.”

“I hate selling. I hate that feeling I get when I try selling personal training to someone. I feel like a failure every time someone doesn’t buy from me.”

If you’ve ever said any of the above statements, keep reading… you’re in the right place.

As a sales trainer, exclusive for fitness businesses and personal trainers, I hear the above statements time and time again. No matter where the place is or what the facility, no personal trainer is happy to be lumbered with the ‘salesman’ tag.

However, with the rise of more and more people becoming personal trainers, how to sell personal training can be almost as difficult as getting that perfect squat.

So, now the question remains, how do you sell personal training without being a pushy sales person?

  1. Set expectations

One of the biggest sticking points most personal trainers run into during their consultations is how to steer the conversation towards money. This is where things get really awkward.

The easiest way to overcome this is to simply tell your prospective client beforehand what to expect, including the fact that you’ll be presenting some options for them to choose from.

Most personal trainers shy away from this because they’re afraid of loosing the potential client, but this is exactly what you want to be doing – weeding out the tire kickers and seeking out the people who are genuinely interested in training with you.

When you’re setting up the consultation time, give your client a quick summary of what will happen during your meeting.

“OK Sally, I have you down to meet with me at 4:00pm tomorrow. First, I’ll ask you some questions regarding your health and exercise history and take your measurements. I’ll take you through a sample workout, and at the end I’m going to show you some personal training packages available so you know what I have to offer. Then I can answer any questions for you. Sound good? Great, see you tomorrow at 4.00pm.”

  1. Uncover more than just health and exercise history during your consultation

We’ve all heard the expression ‘prevention is better than a cure’, and this is exactly the philosophy you should be taking regarding how to overcome objections.

If you’re waiting to ‘overcome the objection’ at the end with a slick one-liner (or worse, a 12 step process), then you’re too late.

Ask the right questions early on in the process, and without even realizing it you’ll have already overcome most potential objections. Remember, you’re asking these questions way before you do your price presentation. Ask after you’ve already gotten the objection and it’s lost impact;

The Spouse Objection:

“Who’s going to be your biggest support along your fitness journey?”

“How long have you been telling him/her you’ve wanted to (insert goal)?”

“What do you think they’ll say when you tell them you met with me today?”

The “I need to think about it objection”:

“How long have you been thinking about (having a PT/starting to workout/joining a gym) for?”

“How long have you had that goal for?”

“What are you planning on doing to help you reach that goal?”

  1. Talk benefits, not features

It’s important to remember that people don’t buy from logic (i.e. if I exercise and eat right I’ll loose weight). Instead, they buy from emotion. Your reasons for selling are useless if you don’t know the emotional reasons your customers are buying.

Let’s have a look at the differences;

Feature: Train with a PT three times a week  →  Benefit: Develop the discipline to

help make sure you don’t fall off the wagon (again)

Feature: Learn correct form and technique  →  Benefit: Reduce the risk of injury

Feature: Loose weight  →  Benefit: Keep up with the kids

“Sally, this exercise I’m showing you is going to strengthen your core so when you’re

sitting down all day at work your back will have more support. Can you see how

knowing which core exercises to do will reduce the risk of you putting out your back

again?”

  1. Price present based on what they told you

The golden rule, when it comes to price presenting your personal training options, is to make sure you’re never presenting more than three options. This creates comparison, which gives consumers value perception.

Make this feel less ‘salesy’ by recommending a package based on what they told you, and using their words (which is why it’s so important to ask questions early on), versus your opinion on what they should buy.

“Sally, based on what you told me earlier I have three packages that would suit your needs-basic, standard and premium. To get you to your goal of loosing 20lbs by your wedding in September I would recommend the standard package. However, the choice is yours. Which one of those options would work best for you?”

To avoid the awkwardness that comes with asking for money, make sure you use the open ended question at the end of your price presentation, like “Which one of those options works better for you?” instead of a close ended question I see trainers use all the time, such as “Does that work for you?” or “Do you want to train with me?” .

  1. Have a guarantee to eliminate fear

The number one reason why people don’t buy is because of fear. Fear that;

  1. a) they’ll get in trouble with someone else
  2. b) they’ll find it cheaper somewhere else
  3. c) it won’t work

You can eliminate ALL of the fears with a guarantee.

After working with hundreds of fitness businesses and personal trainers, their first reaction is “I don’t want to start telling clients about the refund policy because then every single client will get what they can from me, then claim a refund!”.

I promise, for every person that does follow through with your guarantee policy and gets a refund, you’ll have at least five others who signed up with you that otherwise wouldn’t have, simply because of the comfort of knowing there’s a guarantee.

Try this on for size;

“Sally, I completely understand that you’d like to speak with your husband before making a decision. So, I’m glad to let you know about our comfort guarantee. If you go ahead and purchase these sessions today, if for whatever reason you change your mind within the first three sessions, you’ll get 100% of your money back! So, not only do you get a chance to try it out and see if it’s for you, if your husband still isn’t on board I’d be happy to give you a full refund”.

  1. If all else fails, ask, ask, and ask again.

Nobody likes going down the rabbit hole of desperation when a client says ‘no’, but it is important not to give up after the first objection. Why? Because 44% of people give up after the first no, but yet 80% of prospects say no four times before they say yes.

Go back to what you talked about earlier and remind them of what they told you, not what you think is best for them.

“Sally, I know when we spoke earlier you said your husband would be your biggest support in all this and that you’ve already been talking to him about this for a long time. Let’s get you started!”

The number one reason personal trainers tell me they don’t follow up with clients who said no is because they don’t want to be that annoying person who’s “just checking in to see if you’ve changed your mind”.

Instead of letting them just walk out the door with your business card and pray that they call you when they come to their senses (they won’t), come up with a follow up plan together.

“When will you get a chance to talk to your husband about this?”

Then solidify a follow up time.

“You said you’ll be speaking to your husband tonight, so lets meet back up here tomorrow at noon, how does that sound?”

And most importantly, follow up when you say you’re going to follow up!

Bio

Claire teaches small to medium sized fitness businesses and personal trainers how sell more fitness memberships and personal training without spending all your money on marketing! More information and freebies at www.whyilovemondays.com