I’m a firm believer that individual design is something every coach and gym owner needs to become familiar with. If implemented correctly, it can help you increase your revenue, employ more coaches, and ultimately create fitter clients.
1. Increase Revenue (support the business)
With individual design as a service offering within your group fitness-based microgym, you have strategically placed yourself in a position to 1.5-2x your clients ACV (average client value).
The average microgym has a price point of ~$150/month for their group fitness classes. While this number seems high compared to the local YMCA or Gold’s Gym, it pales in comparison to what the same number of private or semi private training sessions would cost. So with group fitness being the rage, we need a differentiator on our menu to set aside those who want to enhance their training to the next level.
At my gym, our unlimited group fitness membership is $190/mo. We charge an additional $100/mo for individual design. Also, the average member spends around $10/month in retail purchases.
The math part is quite simple. Regular group fitness clients generate ~$200/month and individual design clients generate ~$300/mo.
While personal training and nutrition coaching are both very viable service offerings, they don’t allow the scaleability and professional development for your coaches that individual design allows.
2. Employ Professional Coaches (support the coach)
One of the largest issues plaguing the microgym scene is the lack of ability for these businesses to employ professional coaches at professional wages. Earning $25/class only gets you so far.
Yes, having a revenue split for higher ticket services like personal training (~$70-90/hour) can have great earning potential for a coach, but the last time I checked – there were still only 24 hours in a day and a coach can only manage a finite amount of daily sessions before burnout becomes a reality.
Using individual design in addition to TrueCoach allows for a coach to trade in 50 hours of personal training each month and instead spend 5 hours writing an entire month’s worth of programming for 10 clients.
- 50 PT sessions @ $70/each = $3,500 in 50 hours
- 10 individual design clients @ $100/each = $1000 in 5 hours
Don’t focus on the end line revenue – focus on the time spent working IN the business vs. ON the business.
Additionally, individual design allows the development of your coaching staff in real time; whereas making live corrections on the training floor when a new coach is not following the right training progression can be an issue. The ability for the owner and his coaching staff to sit in the office and review each trainer’s programs inside of TrueCoach creates professional development opportunities not afforded to us in personal training or nutrition coaching.
3. Create Fitter Clients (support the client)
While most of your current clients sought you out because they heard great things about your group fitness model, any professional fitness coach realizes that creating workouts that benefit everyone in a one-size-fits-all program does not work in the long term for anyone.
Typically, a gym with strong retention rates can keep a client for over 18 months. Generally around the 24 month area is where the all the “beginner gains” and repetitive success that they’ve found with your group fitness program start to slowly fade. Alternatively, the results may have not plateaued, but their vested interest in your fitness programming has. Maybe they’ve decided to pursue other athletic endeavors – weightlifting, running, rock climbing, etc.
But instead of providing them a tailored made program that suits them, you accept their cancellation email while they go do “sports specific” training at a facility down the road. All the while you know that you possessed all the fitness knowledge needed to get that particular client to accomplish their goal, but your group model did not allow that transition.
Individual design allows coaches to provide tailored workouts that are easily communicated, evaluated and analyzed via TrueCoach. This service offering, when marketed to your customers appropriately, allows you to remain their fitness provider of choice when their own schedule, personal interest and ambitions take them beyond your group fitness classes.