Table of Contents
Preface xi
Chapter 1 Introduction to Personal Training 1
What Do Personal Trainers Do? 3
Meet the Experts 6
Who Is Your Market? 10
Is This Business for You? 10
Credibility and Credentials 12
Continuing Education 14
Chapter 2 Designing Your Business 17
Business Plan Elements 18
To Market, to Market 20
The Competitor You Can't See 22
Committed Long Term 22
The Industry's Showcase 24
Selling Related Products 24
Establishing Policies and Procedures 24
Cancellation Policy 25
Late Policy 26
Think About the Unthinkable 27
Are You Liable? 30
Are You on a Mission? 32
Chapter 3 Structuring Your Business 35
Business Structure 36
Business Insurance 38
Licenses and Permits 40
Professional Advisors 41
What's in a Name? 44
Chapter 4 Locating and Setting Up Your Business 47
Independence or Autonomy? 48
Recreation and Community Centers 48
Home Gyms 49
Personal Training Studios and Private Gyms 49
Mobile Gym Units 50
The Great Outdoors 50
Commercial Facilities 50
Chapter 5 Operating Online 57
Setting Up Your Website 58
Getting Outside Help 59
Computer-Based Training Tools 60
Email Dos and Don'ts 61
Boosting Traffic 62
Website Disclaimer 63
Chapter 6 Create a Social Media Presence in 19 Baby Steps 65
Making Use of Heavy Traffic Sites 66
Where's My Tribe? 66
Baby Steps 67
Words Are Hooks 72
How Are the Pros Using Social Media? 72
Good Habits Die Hard 75
Building Relationships Takes Time 75
Chapter 7 Setting Yourself Apart 77
Trends 78
Zumba 78
Destination Venues 81
Group Training 81
TRX 82
Yoga, Stretching Arts, and Preventative Therapy 82
Baby Boomer Fitness 84
Wellness Coaching 85
Functional Training 89
At the Core 89
Choosing a Niche 90
Consider Your Strengths and Likes 91
Chapter 8 Startup Expenses and Financing 93
Sources of Startup Funds 94
Equipping Your Business 96
Telecommunications 102
Office Supplies 103
Exercise Equipment 103
Vehicle 106
Adding It All Up 107
Chapter 9 Staffing Your Business 111
Where to Look 112
Evaluating Applicants 113
Once They're on Board 116
Paying Your Employees 119
Employee Benefits 120
Employees or Independent Contractors? 121
Noncompete and Confidentiality Agreements 122
Chapter 10 Building Client Relationships 123
The Initial Consultation 124
As the Boss 136
Critical Documents 136
Informed Consent, Release, and Assumption of Risk 137
Physician Consent/Clearance 139
Fitness Assessment 139
Client Records 139
Keeping Your Clients Motivated 142
Clients as Allies 143
Can Clients Reach You? 144
Chapter 11 Advertising and Marketing 147
Marketing 101 148
Getting the Word Out 149
Direct Mail 151
Collateral Materials 152
The Real Gold Mine 152
Medical Referral Programs 154
Ideas for Promoting Your Business 155
Is It Newsworthy? 156
Give It Away 157
Selling Your Business 157
Be Prepared 158
Assessing Your Results 159
Chapter 12 Fiscal Fitness 161
Pricing Your Services 162
Payment Methods 165
Accepting Credit and Debit Cards 165
Setting Credit Policies 165
Billing 166
Keeping Records 168
Ask Before You Need 170
Chapter 13 Tales from the Trenches 173
Know What Your Clients Know 174
Sleep Research Is Hot Right Now! 174
Stay Flexible 177
Assign Homework 177
Pick Up After Your Clients 178
Invest in Education 178
You Are Not Your Client 179
Maintain a Client Base 179
Don't Throw It Away 180
Decide How Much You're Willing to Work 180
Be Your Own Advertisement 181
Advantages to Staying in Shape as a Trainer 182
Give Gifts That. Come Back to You 182
Mentorship from Seasoned Experts 182
Appendix: Personal Training Resources 185
Consultants and Other Experts 186
Credit Card and Other Payment Processing Services 186
Equipment, Supplies, and Services 186
Fitness Organizations 187
Health-Related Associations and Government Agencies 188
Magazines, Books, and Other Publications 189
Miscellaneous Resources 190
Software and Web-Based Tools and Services 190
Successful Personal Trainers 191
Useful Websites 192
Glossary 193
Index 197
