Fired Up !
The Elite Personal Trainer Mindset
by Phil Kaplan


Here's a Short Excerpt From the New e-Book:
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Chapter I - The Laws of Personal Training Success

I sat at an outdoor café along the beach in Fort Lauderdale and watched in amazement as four kids, probably 10 or 12 years old, took turns jumping onto their skateboards and . . . trying to skate right up the wall of a 3-story building! I was fascinated.

No, it wasn't their skateboarding skills that fascinated me. It was their sheer ignorance of a law we all live by, namely, the Law of Gravity.

Thanks to Sir Isaac Newton, we're all indelibly aware of the accuracy of the saying, "what goes up must come down."

I wanted to walk over, tap one of the skateboarders on the shoulder, and say, "listen buddy, you can't skateboard up the wall, but if you're trying to get up to the roof of the building, I'm sure you can get there. Just climb the steps." I wanted to, but I didn't, for two reasons. Firstly, I didn't think they had any interest in my opinion, and secondly, I never like to shut out possibility. I mean, imagine if I had stopped them just short of the attempt that worked! There is one more reason I didn't open my big fat mouth. I didn't really know whether they were trying to get to the top. When I interact with trainers, there's a certainty. If you're in touch with me and/or my materials, you've already started a climb and you'd prefer not to stop or slow down until you reach the pinnacle of success.

OK, so back to the skateboarders for a moment. In all seriousness, it would take a lot to convince me that skateboarding up a 40-foot wall is possible, but I really was certain, beyond the shadow of a doubt, that the steps would work as a means of getting to the top. I've been on many roofs in my life, and I arrived there by walking up the steps. So while I'm not throwing out the possibility that maybe, just maybe in the future personal trainers will find yet a new way to find profit and emotional gratification without going through the steps involved in sensible business practices, I do know that if you follow the steps, you can't help but arrive precisely where you want to be. Looking downward at the depths of personal training mediocrity, impressed by how far you've climbed, thrilled to be enjoying the view, not from halfway up the ladder of success, but from the top!

Allow me to lay out the steps to the top by first sharing four rules I have learned to call "the Laws of Personal Training Success."

    1. If you fail to get paid for reserving your time you will suffer financially
    2. If you reduce your fees based on frequency or friendship your professional value is instantly diminished
    3. If you remain solely dependent upon your physical being to be the generator of revenue your income potential is severely limited
    4. If you are a "personal trainer" you are subject to every struggle every personal trainer faces

Let's look at the four laws independently:

Law #1:

If you fail to get paid for reserving your time you will suffer financially

The Case Study:

Thelma is a trainer at a YMCA who also keeps a part time schedule of in-home clients. She typically trains six people per day and always leaves a half hour between her client sessions at the Y as she wants to make certain she can accommodate nutritional questions and rapport-building small talk. At 8 AM on a particular Tuesday, Thelma's client calls to cancel her 10:30 session. Thelma shrugs, wonders for a moment how she's going to pay her cell phone bill this month, then assures the client she's going to work her hard at their next session. She hangs up the phone feeling as if she handled the situation quite professionally? Did she? Not in my opinion. Did Thelma do anyone a favor? No. She gave the client permission to cancel which of course will have negative impact upon progress, and in the process gave up a full sessions pay, despite the fact that she had maintained her end of the commitment. She was there, at the site, ready to train, yet her pay was a big fat zero. In addition, by setting aside "chat" time for which there is no compensation, Thelma loses a total of 3 hours of pay any day she has 6 clients.

The Challenge in Attempting to Battle The Law:

Trainers are paid for their sessions. Professionals are paid for their time. Period. I often use the analogies of doctors and lawyers as those are analogies of positions both we and the general public view as "professions."

We schedule a doctor's appointment at a given time, a time dictated not by our desire, but by the doctor's availability. We reserve a time on his or her calendar and we are clearly aware there will be a fee for that visit, a fee that we rarely question. Doctors aren't in the habit of negotiating fees. Why? Because they don't have to. They command professional respect. In fact, it's gone so far that the average doctor spends less than 7 minutes with each patient and the fee remains unchallenged.

We typically devote at least 50 minutes to each client session, thus if we're blocking out an hour on our calendars, that would represent an hour for which we cannot take on any other clients. If we fail to receive just compensation we are financially penalized. Multiply that one hour by ten or twenty and the dollars we wind up throwing away become significant.

Whether your time is spent on the workout floor, in an office discussing nutrition, or with skinfold calipers in your hand, that hour has value and you deserve to be paid. Let me state that from a different perspective, just so this become crystal clear. If a client reserves an hour of your time, that time has value and as a professional, you absolutely positively deserve to be paid.

Law #2:

If you reduce your fees based on frequency or friendship your professional value is instantly diminished

The Case Study:

Buddy is a trainer in Myrtle Beach South Carolina. It's a pretty small fitness community and he sees all of his clients in the supermarket, at the movie theater, and on the golf course. He tells people his rates are $75 per session, but his "friends" get to buy 3 sessions for $120, or in some cases for $100, or in other cases, with those he can rely on for consistent training over time, $90. Buddy is not a $75 per hour trainer. Buddy is a $30 per hour trainer, regardless of his skills, his knowledge, or his personality. The determination of what a trainer is worth is not determined by a set of skills as much as by the trainer's willingness to stand firm in demanding consistent fees. Is Buddy worth less than another trainer who might be less qualified but actively collects $50 per session? The unfortunate answer is, "yes!"

The Challenge in Attempting to Battle The Law:

Our jobs are so closely connected with a social element it's relatively easy to fail to separate when we're at work from when we're socializing. That's where your calendar becomes essential. A scheduled session is a scheduled session, and by observing the first rule you already know that session has a value to it. Your value should be consistent, and if someone you're friendly with blocks out an hour of your time, your value remains unchanged. If someone commits to block out that same hour three days per week for the next six months, your per-hour value remains unchanged. As soon as you compromise your value by lessening your per-hour fee, you have potentially brought the value of every hour you work down to the lowest per-hour rate you charge.

In other words, let's say you charge $50 per one-hour session. A new client assures you he's going to stick with you for awhile and commits to 20 sessions. Those are twenty hours of your time. If your value is in fact $50 per hour, that amounts to $1,000. Conventionally, trainers have compensation packages where the per-session fee is lowered based on a longer term commitment and a 20 session package might be sold at $800. That means the trainer has instantly lowered his or her guaranteed value by $10 per hour.

That's only a tiny piece. In the actual e-book, you'll find the following Chapters:

Introduction - Find out precisely why and how most trainers get themselves stuck in a mindset that prevents them from launching forward toward the success professionals in other fields enjoy, and gain insight into how powerful a mindset adjustment can be.

Chapter I - The Laws of Personal Training Success (you've just read the beginning of this one)

Chapter II - Ascending the Steps of Power - learn the step by step formula to Personal Training Excellence

Chapter III - The Inner Workings of Greatness and the Mindset Shift - learn to facilitate the mindset shift that puts you in a category with some of the most successful entrepreneurs in the world

Special Addition: A New Twist on Studio Ownership

Introducing the "Profit Monster"- find the introduction to a new, proven concept for opening a studio that can generate more money in a single hour than most studios generate in a day!

Feeding the "Profit Monster" - understand completely what it takes, financially and from a time and sweat investment, to make the Profit Monster pay massive dividends

Hatching the "Profit Monster" - learn how you can go from the idea phase to actually opening your doors with less than 25% of the monies trainers believe they need to open their own facilities

Bonus Sections:

Four Kick-Ass Promotions (never before released)

Success Exercises

Order your copy now, with an unconditional money back guarantee of satisfaction. Call 1 800 552-1998 or order online.

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