Your Own Personal Training
Opening a personal training studio is a dream for
many trainers, but with proper planning and guidance, dreams can
turn into reality. Opening any business with fixed overhead is risky,
and most Personal Training studios fail in the first two years.
With that said, there are a large number of studios bringing their
owners six figure incomes . . . and continuous growth.
"Phil Kaplan is a
true leader and one of the most passionate Professionals to
enter the Fitness Field. I have the greatest appreciation
for all that he's done for our industry."
- Joe Weider
"Phil Kaplan is one
of the cornerstones of the fitness industry. He is a pioneer
and a visionary. His personal and professional experience
ranks him among the most respected and accomplished people
in fitness business today."
- Conrad Swanson,
Editor, Personal Fitness Professional Magazine
of all Time!
What's the difference between
the owners who make it work and those who struggle? In the great
majority of cases, the difference lies in level of readiness and
level of preparation. Although those terms may initially appear
synonymous, they are two overlapping but distinctive terms.
Readiness refers to more than
just whether or not you're prepared. A Personal Training studio,
unlike a conventional health club, will sink or swim in great part
based upon the rapport skills, the marketing ability and willingness,
and the determination of the owner. It's unrealistic to believe
you'll open a studio, hire trainers, and the world will beat a path
to your door. Readiness also refers to your level of Professionalism
and your experience. I'd suggest working with at least 100 personal
training clients before considering opening a studio. Because, as
trainers, we have the ability to train people in their own homes
or by somehow arranging for established health clubs to receive
a piece of the revenue, we are offered a unique opportunity to command
significant fees without incurring a large dollar amount being attributed
to expenses. Only when you have the experience, when you've established
a reputation as an expert, and you have a dozen or more walking
breathing testimonials . . . clients who you've helped achieve dramatic
results . . . are you anywhere near ready to consider opening a
Preparation involves planning.
Once you are "ready," you'll create your studio on paper
way before ever spending a nickel on rent. Many trainers believe
a business plan is only for people seeking investors. That's nonsense.
A business plan is a map. It allows you to chart the course, to
make the mistakes on paper, and then determine what it will take
to fix the mistakes and overcome the obstacles. Your plan should
consider market size, demographics, competition, necessary time
commitment, equipment, visual appeal, marketing, insurance, and
a very in depth financial analysis. You'll have to budget for telephone,
printing, advertising (not a necessity if a strong marketing plan
involving outreach is in place), janitorial, and in some cases for
electricity and water. There are many financial pitfalls that can
cripple a studio, or prevent it from finding a position of profitability.
Once you sign a lease, you're
committed, and that commitment can start a business off with a negative
cash flow. There are creative ways to structure leases, to "pre-sell"
Personal Training sessions, and to set up Electronic Funds Transfer
programs so your studio can open with the monthly expenses being
covered by revenue. The scope and volume of work required to make
a Personal Training studio succeed is extensive. The great thing
is, because we love what we do, much of it doesn't feel like work.
When you open a studio, however, you'll have to deal with maintenance
of the facility and equipment. You'll have to supervise others and
you'll be subject the ramifications of your hired staff's reliability.
You'll consult with a lawyer, with an accountant, and with various
experts who will offer you advice and counsel. There's far more
to the picture than "just training people."
If you feel as if you're ready
and prepared, the next step is to consult with an expert, someone
who can guide you in putting together a feasibility study to measure
the potential of your idea. Feel free to contact me and lay out
some of the specifics of your dream and I'll see if I can point
you in the right direction.
In every case, a successful
business starts with a vision. If you can dream it, you can achieve
it. Just make certain your are both ready and prepared to turn the
dream into reality.
Phil Kaplan's book, Personal
Training Profits has in depth information about business planning.
It's a recommended investment for anyone looking for personal training
career growth. His PEAK Training seminars have already been attended
by some of the most successful studio owners in the world . . .
so if you're ready and prepared . . . a trip to Florida may be in