subject: Running A Training Business [print this page] One of the things I love about the personal training industry is the generosity of those who have grabbed the brass ring--and turned it into solid gold. I'm referring to the pros, like entrepreneur and strength coach, Mike Boyle, who are willing to share their experience and success, not only as trainers but as one who's running a training business with their peers.
Mike avoided the mistake many personal trainers make, which is to get too caught up in the training part of this profession. They think getting one certification after another or capitalizing on the latest techniques (kick boxing, Cross-Fit, kettle bells, etc.) will keep clients flocking to them and get them out of the professional ruts they've fallen into.
No one will argue whether a strong background in training. But, if you want get more control, not only of your income, but of your career lifestyle, at some point you need to view what you're doing, not just as a vocation but as a business. Mike Boyle is not only a phenomenal trainer; he's a versatile and savvy businessman who focuses on expanding the types of training he and his team offers, while attracting major interest in how he's growing his business.
Who is Mike Boyle? Here's a taste:
- He runs a nationally known gym in Massachusetts, cited by Men's Journal as one of the country's best, which also named him one of the nation's top 100 trainers.
- He's a trainer for celebrities such as Jennifer Garner, who singled him out for praise during an appearance on the Letterman Show.
-He has trained many professional athletes and a huge number of college athletes as well.
-He's a leader in online and information marketing.
-He is the author of several highly regarded sports training books.
-Unlike too many of us, he has a life outside the profession; he's a happy husband and father.
Mike has turned his personal training business into what amounts to an empire, incorporating nearly every aspect of personal training as few others in this field have done. I recently had a chance to talk to Mike about how he did it, expertise he's willing to share his business model benefit what he has learned. But, then, that's the mark of a truly successful entrepreneur: when you're ahead of the pack and know you'll stay there, you're not worried about what the competition is doing because, there isn't any.
Make Like a McDonald's
In fact, Mike introduced his concept by mentioning Michael Gerber's book, "E-Myth: Do You Have a Business or a Job?" in explaining the approach he took to launching his personal training business. The book discusses "the ability to develop a process that can be duplicated, like McDonald's," Mike explained. Then he proceeded to tell me how he runs his personal training business, in easy-to-understand terms that anyone with the chops can pick up and run with.
Mike's philosophy is to offer serious training programs to all comers who are serious about getting and staying fit. This means, he steers away from approaches that stress long periods of cardio and light strength training, which, he insists, doesn't get results.
Mix it Up
Instead, Mike focuses heavily on doing sports-specific training for male and female professional and, during the summer, with college athletes who are scheduled, groups of whom come in at 20-minute intervals at certain times of day for a rigorous session. "We do warm-ups, speed development, plyos, strength work and conditioning work--hit all the bases in a tight, 1-hour-and-45-minute workout," he explains.
During the school year, he focuses on the "weekend warriors," who he puts through tougher workouts than they'd typically do at other gyms that emphasize extensive aerobic and light weight training and "don't make much progress." Mike puts them through interval cardio training and heavy weight lifting. "They really train like athletes," he says, and, as a result, "get real results. They see improved body definition and real body composition and appearance changes."
Let your clients work for you
Mike is so successful with this approach that he does virtually no advertising because his clients do it for him. Their friends and others see the changes in them and want to know how they achieved them, which leads to ongoing referrals. It's basically a self-perpetuating process.
And, it's one we've just shared with you. If you're a highly skilled trainer, you need to think along the same lines. Don't limit your options, or your clientele and develop or adopt a business model that will attract a variety of clients and is easy to maintain and that will generate the kind of "buzz" your clients' success will generate. Don't focus on growing the work. Grow the business!
