Chapter I - The Laws of Personal Training Success
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.
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.
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."
- If you fail to get paid for
reserving your time you will suffer financially
- If you reduce your fees based
on frequency or friendship your professional value is
- If you remain solely dependent
upon your physical being to be the generator of revenue
your income potential is severely limited
- If you are a "personal trainer"
you are subject to every struggle every personal trainer
Let's look at the four laws independently:
If you fail
to get paid for reserving your time you will suffer financially
The Case Study:
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."
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
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
If you reduce
your fees based on frequency or friendship your professional
value is instantly diminished
The Case Study:
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
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
only a tiny piece. In the actual e-book, you'll find the
- 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
I - The Laws of Personal Training Success (you've
just read the beginning of this one)
II - Ascending the Steps of Power - learn the
step by step formula to Personal Training Excellence
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
Addition: A New Twist on Studio Ownership
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!
the "Profit Monster" - understand completely
what it takes, financially and from a time and sweat investment,
to make the Profit Monster pay massive dividends
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
Kick-Ass Promotions (never before released)
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Call 1 800 552-1998 or order
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