The secret to a six figure career is hard work, dedication and passion with a strong focus on process. For the fitness professional, the key processes are SERVICE, SCIENCE & SALES. Regardless how much effort a trainer puts in or passion they have, one process without the others results in less career success than he or she deserves. Master and manage all three well, and I guarantee an abundantly successful fitness career will result.
I have a saying, “the best training program in the world is useless if no one is doing it”. Regardless of how much science knowledge a trainer possesses, he or she will never maximize their potential to change lives/make a difference if they don’t also offer world class service and know how to sell. I am not discounting knowledge. In fact, I’ve made a career from being knowledgeable. But, those careers are few and far between, and mine wasn’t successful until I learned more about Sales and Service.
Johnny, Steve Nash Sports Club top sales grosser for 2012 and 2013 sent me this quote regarding how he has created a 6 figure fitness career.
In order to be successful as a trainer there are a few key elements that you have to have in order differentiate yourself from an average trainer. First, I enjoy what I do and to me the gym environment is like a playground where I can create new movements using the wide spectrum of tools we have. Secondly, access to a high traffic / busy gym to tap into to build your business on (i.e., SNSC has well planned out guidelines to help anyone be successful in personal training); thirdly, especially while building your business, you should to be willing to maintain a flexible, open schedule, therefore allowing you accept as many clients as possible. While rest and time off are important, that also means that you have to work at least 12hr days if not longer on some days. Lastly, while your personal passion for exercise should never be forgotten, sometimes you must put your clients needs first and before your own (this might be just for me) because if my clients are feeling pain free they are happy which in turn makes me happy; plus happy clients refer. If you are taking care of these few elements in your plan, business will come in and you will make the money you want right?
Johnny clearly has dialed into a system that works for him. The most important of which is realizing “it’s not about me”. Helping others achieve their goals is best served when it comes from a selfless place. This doesn’t mean a personal trainer should put their needs aside. In fact, anyone working in a sales & service driven occupation should always ask an important question “what’s in it for me”. Nor am I suggesting personal trainers act 100% selfishly to achieve their goals. Rather, it means, if you work hard, do all the right things and service your clients at a high level, the reward will be success. Below, I show trainers how to achieve a 6 figure career when working within a fitness franchise. Some franchises offer a system where employees receive little or no bonus, have very little reason to be a good teammate and have limited opportunity to improve their financial standing. Here is an example that closely mimics this business model.
Johnny clearly has dialed into a system that works for him. The most important of which is realizing “it’s not about me”. Helping others achieve their goals is best served when it comes from a selfless place. This doesn’t mean a personal trainer should put their needs aside. In fact, anyone working in a sales & service driven occupation should always ask an important question “what’s in it for me”. Nor am I suggesting personal trainers act 100% selfishly to achieve their goals. Rather, it means, if you work hard, do all the right things and service your clients at a high level, the reward will be success. Below, I show trainers how to achieve a 6 figure career when working within a fitness franchise. Some franchises offer a system where employees receive little or no bonus, have very little reason to be a good teammate and have limited opportunity to improve their financial standing. Here is an example that closely mimics this business model.
Franchise Financial Model 1 (no goal, commission or referral bonuses available):
- 6 training sessions a day = 6 x $25 / session profit = $150
- 150 x5 day / wk = $750 / wk
- x49 weeks = $36,750
I hate admitting this, but with 3 degrees and 2 industry relevant certifications, this was the exact amount of money I made early in my fitness and sport coaching career.
Other, more proactive franchises have chosen a model designed to create multiple levels of success and financial opportunity. With a strong support team and infrastructure, dedicated trainers build financial success within a couple of years. I guess the magic question is: how can a personal trainer essentially triple the salary shown above? Well, they can perform an insane number of client training sessions or they can begin to take advantage of the other available revenue streams offered inside a strong Sales, Science and Service franchise model. A few simple steps can help trainers diversify their business portfolio and evolve into a six figure Personal Trainer. This obviously isn’t going to happen overnight, but very few professional careers have a starting salary over $60,000 per year let alone the $100,000 outlined here. In a phone interview, the VP of Steve Nash Sports Club outlined their Elite Personal Trainer model (see below) and told me:
“If personal trainers run their businesses well, and take advantage of the financial opportunities available to them, they will not only earn a 6 figure salary, they will do so in less than 40hr/wk.”
SNSC Elite Personal Trainer Model (multiple goal, commission & referral related bonuses available). the keys to this system are:
- Charge more money based on experience and credential (Science)
- Be a team player and refer clients to other trainers
- Be a team player and refer new trainers
- Take advantage of product sales (nutrition, clothing & portable fitness equipment)
- Maximize bonus opportunities by hitting paid session hours / wk goals.
Financial Model:
- 8 training sessions a day = 8 x $40 / session profit = $320
- 320 x5 day / wk = $1600 / wk
x49 weeks = 78,400
Plus Commission & Bonus Extras
- Commission on sales 160 sessions / month x $90/session = $1440
- Commission on $2000 supplements = $200
= 1590 / month x 12 months = $19,080 - Commission on referrals to other trainers x 2500 = $250
- Commission on product sales x300 / month = $30
= 230 x12 months = $3360 - 2 trainer referrals / year at $500 commission = 1000
- Team trainer bonus 6x / year = $1920
= $2920
Grand Total = $103,760
Some of you are probably new to the industry and trusting what I’ve written. But some of you are currently working in other franchise models, maybe similar to franchise 1 above and think this isn’t a realistic salary? Well, I won’t tell you exactly what Johnny said his 2013 salary was, but lets just say, it’s a lot higher than 103G’s.
Go old school if you have to but if you are asking the key question “What’s in it for me”, franchise model 2 is the only way to go.
Chad Benson, MSc, CSCS, CPT
Vice President, BCPTI
chad@bcpti.ca
