Elevate Your Business with Mobility Training
By Ruston Webb, MS

Hey, fitness professionals, online coaches, and gym owners! Are you poised to revolutionize your business, skyrocket your revenue, and deliver jaw-dropping results to your clients? It’s time to embrace an often-overlooked aspect of fitness: mobility training. Far from being just a trend, mobility training is a transformative approach that can significantly elevate your business and enhance client performance.

Why Mobility Training?

Mobility training focuses on exercises that improve the range of motion in joints and activate muscles, thereby enhancing overall movement efficiency. This training is essential for everyone, not just athletes. By incorporating mobility training into your programs, you’re not merely aiding clients in lifting heavier or running faster; you’re optimizing their overall performance and quality of life.

Boost Revenue with Innovative Offerings

In the competitive fitness world, differentiation is key. Mobility training sets your services apart, attracting a diverse clientele. From performance-seeking athletes to older adults desiring a better quality of life, mobility training has broad appeal. By offering specialized mobility classes or integrating them into existing programs, you open new revenue streams. 

Increase Lifetime Client Value

Clients value diversity and results. Mobility training offers both, keeping clients engaged and demonstrating your commitment to their overall well-being. This approach can significantly enhance the lifetime value of each client, as they’re more likely to remain loyal to a coach or gym that provides comprehensive, results-driven training.

Improve Results and Elevate Retention

Mobility training contributes directly to improved performance in strength, endurance, and daily activities. When clients see tangible improvements, their loyalty increases. This training becomes a secret weapon for boosting client retention, turning satisfied clients into vocal advocates for your business.

Optimize Client Performance Holistically

Incorporating mobility training means adopting a holistic approach to fitness. It’s about the cohesive movement of the body, not just muscle strength. This focus can greatly optimize client performance, reduce injury risks, and enhance overall functionality, fostering trust and loyalty.

Implementing Mobility Training

Start with Education. Before diving in, it’s crucial to understand the fundamentals of mobility training. Consider getting certified as a Mobility Training Specialist. The Mobility Training Specialist Certification offered by The Mobility Recipe is an excellent resource. This comprehensive course is designed to remove the guesswork from adding this lucrative revenue stream to your business, enhancing your knowledge, skills, and appeal.

Integrate Mobility into Existing Programs

You don’t need to overhaul your current programs. Begin by integrating mobility exercises into warm-ups or cool-downs. Based on client interest and feedback, you can then develop standalone mobility sessions like what is in The Mobility Recipe certification course.

Embrace Online and In-Person Sessions

Offering mobility sessions both online and in-person significantly expands your reach. Online sessions provide flexibility and convenience, allowing clients to train from anywhere. In-person sessions offer direct interaction and personalized guidance. A combination of both can cater to a wider range of client preferences. The Mobility Recipe shows you how to implement both!

Launch a 28-Day Mobility Challenge

The 28-Day Mobility Challenge is an exciting way to engage and build community among your clients. This challenge combines motivation, engagement, and practical experience, showcasing the transformative power of mobility training. Offer daily, easy-to-follow video sessions suitable for home, office, or gym settings. Encourage participants to share their progress on social media, creating buzz and attracting new clients.

Continuously Evaluate and Adapt

Stay updated with the latest trends and research in mobility training. Regularly assess the effectiveness of your mobility programs and be open to adapting them based on client feedback and industry developments.

A Win-Win for Your Business and Clients

Integrating mobility training into your fitness business is a strategic move that benefits both your business and your clients. It’s about more than just boosting revenue; it’s a meaningful investment in the future of your business and the well-being of your clients. By adopting the Mobility Training Specialist Certification and launching the 28-Day Mobility Challenge, you’re not just adding a service. You’re revolutionizing your approach to fitness, prioritizing client well-being, and fostering a dynamic, client-centered business environment.

Are you ready to make a lasting impact in your fitness career and profoundly improve your clients’ lives? Embrace these opportunities now and position mobility training as a fundamental pillar of your fitness success. This strategic move will not only distinguish you in the fitness industry but also ensure a thriving, impactful business.

Want more? Come join me at the 3-day Health & Fitness Business Summit at  SCW California MANIA®, March 22-24, and at Florida MANIA®, May 3-5.  Gather tips on starting & growing a business, as well as strategies for GX and PT sales. Register today and save $100 for over 200 sessions including 17 in-person business lectures. That’s over 30 hours of invaluable education focused on sales, marketing, social media, management, programming, retention, and much more.

About the Author: Ruston Webb, MS

With over 20+ years in the fitness industry, Ruston Webb is a leader in human movement, holding a master’s degree in Kinesiology. He founded The Mobility Recipe, an accredited Mobility Training Specialist Certification course for fitness professionals. He’s the creator of the transformative Knee, Back, and Shoulder Pain Solutions programs enhancing client well-being and performance. Leveraging his expertise as a former college instructor in exercise science, Ruston owned a successful gym for 11 years, solidifying his legacy as a trailblazer in promoting holistic fitness solutions.

From Rookie Rollercoaster to Sales Superstar
By Jim Thomas
Courtesy of ClubInsider

Stepping onto the gym floor as a salesperson can feel like entering a coliseum gladiator match. It’s a high-pressure arena, fueled by competition and demanding quick wit, empathy and an understanding of diverse motivations. But, fear not, aspiring fitness warriors! Just like any battle, navigating the world of gym sales requires awareness of your weaknesses and strategic maneuvering to avoid common pitfalls. So, rookie gladiators, heed these warnings and emerge victorious!

  1. Mistake #1: The Overbearing Oversell – Picture this: you corner a potential member, bombarding them with gym statistics, membership tiers and promises of sculpted abs in 30 days. Their eyes glaze over, and their fight-or-flight instinct kicks in. Remember, people are not gym memberships waiting to happen. Treat them as individuals, listen to their needs and tailor your approach accordingly. A gentle, consultative style that focuses on genuine connection will win far more battles than a high-pressure sales pitch.

  2. Mistake #2: The Fitness Fanatic Faux Pas – You may be a burpee-loving, protein-guzzling fitness fiend, but not everyone shares your enthusiasm for lunges and deadlifts. Don’t alienate potential members with jargon and hardcore workout routines. Speak their language, understand their fitness level and offer modifications and alternatives. Remember, your goal is to make them feel empowered, not overwhelmed.

  3. Mistake #3: The Missing Motivation Maestro – People join gyms for a multitude of reasons: stress relief, social connection, health goals, or simply, a change of scenery. Your job is to uncover their “why” and become their personal cheerleader. Motivate them, celebrate their small victories and help them set achievable goals. Show them how your gym can be the missing piece in their journey to a healthier, happier self.

  4. Mistake #4: The Technical Blunderbuss – Sure, you may know the intricacies of every elliptical model and lat pulldown machine, but bombarding potential members with technical details is a surefire way to lose their interest. Focus on the benefits, not the bells and whistles. Explain how the equipment can help them achieve their goals and keep the technical jargon to a minimum.

  5. Mistake #5: The Social Media Scrooge – In today’s digital age, social media is your secret weapon. Showcase your gym’s vibrant community, inspiring transformations and fun events. Share workout tips, member testimonials and behind-the-scenes glimpses into the gym’s culture. Build a virtual bridge between your brick-and-mortar walls and the online world, attracting potential members who resonate with your vibe.

• • •

Remember, conquering the gym sales arena is not about brute force but about finesse and strategy. By avoiding these common blunders, you can transform from a nervous rookie into a seasoned sales champion, building genuine connections, igniting motivation and winning the hearts (and memberships) of countless fitness warriors. So, strap on your metaphorical gladiator sandals, hone your skills and let the sales games begin!

About the Author: Jim Thomas

Jim Thomas is the well-known founder and president of Fitness Management USA, Inc., a management consulting and turnaround firm specializing in the fitness and health club industry. With over 25 years of experience owning, operating and managing clubs of all sizes, Mr. Thomas lectures and delivers seminars and workshops across the country on the practical skills required to successfully build teamwork and market fitness programs and products.

Getting to the Next Level

SUCCESS! The fitness industry thrives on it, but tasting it isn’t so easy unless you attend the 3-day SCW Health & Fitness Business Summit. This transformative event will not only lead you towards success but elevate you to the next level. Choose from 17 empowering workshops totaling over 30 hours focused on sales, marketing, socials, management, retention, and more. Get registered today for California, March 22-24, or Florida, May 3-5, and save $100.

How to Approach the Pursuit of New Revenue Streams
Courtesy of The Empower Group

Generating revenue and being profitable in the fitness industry can be a challenge. Margins can be tight, competition is fierce, and there are always new trends and fads to consider. While the primary revenue source is often membership dues, most facilities need other revenue streams to be profitable and reach their full potential.

Adding these ancillary services can’t be done haphazardly. Various factors must be considered when determining what products and services will provide the best ROI and be worth adding to a facility’s arsenal. Here are some things to consider when exploring new revenue streams for fitness clubs.

1. Know your demographics: Before exploring new revenue streams, you must understand your organization’s demographics. Examine who your current members are and decipher their needs and interests. Conduct surveys and focus groups to gather feedback on what members might want. Why guess when you can ask? At our club, we had the opportunity to add a Silver Sneakers program. It seemed like a no-brainer. It flopped. We thought we knew our demographics but didn’t read the room correctly. Although our primary members were slightly older, they tended to be far more “fit” than their peers. As a result, they had no interest in “age-appropriate” programming. Some were even slightly offended that we suggested the program to them. Had we done some surveying, we would have found that while Silver Sneakers is a great program, it wasn’t for our members. The bottom line is that the more a club understands its demographics, the more likely it is to be able to add ancillary services that will be successful.

2. Keep an eye on trends: It is essential to watch industry fads to understand what is trending upward and what is headed in the opposite direction. Organizations such as Athletic Business provide fantastic resources focused on industry trends. Not only can understanding trends allow an organization to add appropriate ancillary services, but it also helps to attract new members, retain current members, and differentiate from the competition. A few years ago, obstacle course racing began taking off, including Tough Mudders and Spartan Races. We saw this trend and became one of the first facilities to offer specialized training programs for people who wanted to train for OCR. Because we paid attention to trends and took advantage of this, we created a program that was a great source of ancillary revenue and gave us a huge differentiator. Combining demographic research with knowledge of trends gives an organization a more precise picture when deciding what ancillary programming to add.

3. Start small when possible: When adding new ancillary services, starting small and testing the waters is ideal. Investing a lot of time, money, and effort into a new program or service that doesn’t work is disheartening. Consider starting with a trial period to gauge interest and gather feedback from your members. You might also consider partnering with local businesses or instructors to offer new classes or programs without taking on the entire financial risk. Years ago, we debated adding small group training to our list of services. It wasn’t the popular program it is today, so we weren’t sure it would work. Our personal training team also feared that it would cannibalize the one-on-one personal training business. Ultimately, we decided to start small. Instead of launching a full-blown offering, we tried just one group twice a week. Incidentally, we had one of our trainers run it. It was a huge success and led to us creating a full-blown SGT department outside of membership and one-on-one personal training. It was our third-largest revenue stream. It also didn’t cannibalize one-on-one personal training; it became a feeder for it. We started small and tested the waters with the members and the personal training staff. It is important to note that starting certain things in small ways can be challenging but not impossible. If you were thinking about adding massage chairs, which would enable you to charge an additional fee from members, perhaps ask a sales rep if the facility could try one for a few weeks. When considering new things, always try to find ways to start small if you can.

4. Diversify your offerings: One of the most significant mistakes facilities make when adding new revenue streams is focusing too much on one area. While it’s essential to have core offerings — memberships, group X classes, and personal training — diversifying your offerings can help you attract new members, keep current members engaged, and generate ancillary revenue. It also prevents you from putting all your eggs in one basket, which is good general business practice. Our facility offered all the typical services associated with a regular gym. When looking to attract more members, we decided to try a run club, which turned out to be a huge hit. We had members who joined solely for that and never stepped foot (no pun intended) into the gym. They just met for the weekly outdoor runs.

Conversely, we had people join the run club who had never worked out inside a gym but subsequently gave it a shot and loved it. On the trend side, facilities are adding more mind-body offerings, such as meditation and mental health services, as well as technology offerings, such as digital training and fitness tracking. Think outside the box, strategically, as to what various products or services you could add that could attract a new demographic, differentiate your facility, and reinvigorate and encourage current members to spend more money.

Adding ancillary services requires careful consideration of various factors to determine the best ROI and, thus, which products and services are worth adding. Knowing your demographics, understanding trends, taking a small-steps approach, and diversifying your strategy are four great ways to increase the chances that what you add will succeed dramatically. Additional factors must be explored: overall market demand, feasibility, cost, resources, and impact on member experience. By taking a thoughtful and strategic approach, fitness clubs can successfully add new revenue streams to increase overall revenue and profitability.

Talks & Takes – Your “All Things Fitness” Quarterly Talk Show

Are you passionate about the fitness industry? Do you want to stay ahead of the curve with the latest trends, insights, and discussions? Look no further than Talks and Takes, the must-watch online talk show hosted by industry experts Sara Kooperman, Brent Darden, Blair McHaney, and Bill McBride.

Here are five compelling reasons why you should Register for FREE for the upcoming episode on Tuesday, March 20th at 2pm ET:

1) Expert Insights: Talks and Takes brings together some of the most influential figures in the fitness industry, offering unparalleled access to their knowledge and expertise. From innovative business strategies to emerging fitness trends, each episode is packed with valuable insights that can help you succeed in your fitness career.

2) Networking Opportunities: By registering for Talks and Takes, you’ll join a community of like-minded fitness professionals from around the world. Connect with peers, exchange ideas, and build relationships that can help you grow personally and professionally.

3) Exclusive Content: As a registered viewer, you’ll gain access to exclusive content that goes beyond what’s available to the general public. Dive deeper into the topics that matter most to you, with in-depth discussions and behind-the-scenes interviews with industry leaders.

4) Stay Informed: The fitness industry is constantly evolving, with new trends and technologies emerging all the time. Talks and Takes keeps you informed and up-to-date, ensuring that you’re always ahead of the curve and ready to adapt to change.

5) Inspiration and Motivation: Whether you’re a seasoned fitness professional or just starting out, Talks and Takes is sure to inspire and motivate you. Hear success stories from industry leaders, learn from their challenges, and get inspired to take your fitness career to the next level.

Don’t miss out on this opportunity to learn, connect, and grow with Talks and Takes.

Register for FREE for the upcoming episode on Tuesday, March 20th at 2pm ET.

List Your Company for FREE! SCW Business Buyer’s Guide

They say nothing in life is free.  Well guess what, this offer is! Boost your company’s visibility by listing your business in the SCW Buyer’s Guide. If you have a B2B product or program to sell, WE WANT YOU! 

Need help spreading the word? SCW is there!
Need a source to promote your merchandise? SCW is there!
And it’s all for FREE!

For those who sell to clubs, facilities, or independent contractors, the SCW Buyer’s Guide is the business to business solution for you.  Maybe you offer club/individual coaching, fitness app development, certifications/education, insurance, nutritional supplements, fitness apparatus, or studio design, list it all with SCW!

Click on the link below and get your name out there.

Looking to Hire?
SCW Can Help!

In Need of Teachers, Trainers, Directors, or Managers? SCW’s new FREE JOB BOARD is supporting the industry’s need for qualified fitness pros.

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