What’s your PT business model?
Now that you’ve started your PT business, how should you structure it so that you 1) meet the needs of your clients, and 2) achieve personal and business success?
Build a suitable business model based on your ideal personal trainer client.
Determining the most suitable delivery method/s will allow you to run an efficient business, reduce your back-end time, improve your perceived authority with clients, and ultimately lead you to run your business your way, instead of it being run by your clients.
Fun fact - this WILL positively impact your client outcomes.
The most common delivery methods
Face to face 1-on-1
Face to face semi-private
Face to face group
Online 1-on-1
Online semi-private
Online touch-free
1. Face-to-face 1-on-1
The O.G…
Face to face 1-on-1 is where most people cut their teeth. It’s what most of the general population think of, when someone mentions personal training.
Pros:
Most personalised service you can offer
Typically most effective for outcomes
Allows for lots of learning as a PT
Safest for the client
Cons:
High cost for members (gym fees)
You are trading time for money
Clients can become reliant on you
Clients train less frequency due to the cost
Best suited for:
In the gym / outdoor trainers
(Typically) newer trainers
Beginner to intermediate clients, across the full spectrum of goals
2. Face-to-face semi-private
Semi-private models have been growing in popularity over the last five years, as trainers realise they can group similar clients together and achieve positive outcomes. We deem semi-private to be 3-4 clients in one session.
Pros:
Remains programmable
Accountability amongst members
Higher $ per minute income
Enjoyable environment
Cons:
Lower personalisation
You are still trading time for money
Clients can become reliant on you
A group that wants the same outcomes can be tough to cater for
Best suited for:
In the gym / outdoor trainers
Trainers with a full 1-on-1 book
Beginner to intermediate clients, across the full spectrum of goals
3. Face to face group
Group training has been around as long as personal training, capitalised most well-known in the form of Les Mills and outdoor bootcamps.
Pros:
Even higher dollar per minute
Good bonus offer or lead generator
Community enjoyment / people feel like part of a team
Time-efficient
Cheaper for participants
Cons:
Low personalisation
You are still trading time for money
You can’t always fill every class
Often weather and space-dependent
Best suited for:
In the gym / outdoor trainers
Trainers who are looking to build community
Beginner clients with general goals
4. Online 1-on-1
Increasing in popularity since its introduction in the 2010s, 1-on-1 coaching is providing a direct individualised service without any face to face contact.
Pros:
High dollar per minute
Time-efficient
Effective for self-motivated clients
Personalised service
Value, not time based
Cons:
Limited technique input
Not suitable for some (typically newer) clients
Requires solid systems
Slower to fill your books
Best suited for:
Trainers with solid systems
Trainers with a clear niche
Intermediate to advanced clients of all goals
Trainers with some experience
5. Online semi-private
Emerging in 2020, online semi-private involves pairing similar clients in an online format, grouping check-ins and programming to a small group.
Pros:
High $ per minute
Lower price point for clients
Community enjoyment / team-based environment
Time-efficient
Cons:
Lower personalisation
Can be challenging if clients don’t follow the program
Need more total clients
New concept not popular yet
Best suited for:
Trainers with solid systems
Trainers with a clear niche
Intermediate to advanced clients with specific goals
Trainers with online and face to face experience
6. Online touch-free
People have been selling workout programs since forever, we just use the internet now. Touch-free coaching means selling a self-sufficient “product” which requires no input from you as the trainer, after the sale has been made.
Pros:
No time input from you is required post-creation
Great down-sell e.g. for clients who move away or have children and don’t have time to train 1-on-1 or in a group environment
Passive income
Time efficient
Cons:
Low personalisation
Unreliable to fill
Customer outcomes are unreliable
Hugely competitive environment
Best suited for:
Trainers with solid systems
Trainers with a clear niche
All client goals and levels
Trainers with a larger or active online following
Your PT business model
How is your business going to look?
What services will you need to achieve your goals? What services does your ideal client need in order to achieve theirs, and do the two match?
If not, revisit your niche to ensure your business model will fulfil your goals.
Here’s an example:
Ideal client:
26 year old female who wants to look, feel and be strong
Knows how to squat, bench and deadlift
Self-motivated to train
Training is in their top four life priorities
Possible suitable delivery methods:
Face to face 1-on-1
Face to face semi-private
Online 1-on-1
Online group
(Your) personal & business goals:
$75k turn over from coaching
Work from anywhere lifestyle
Other considerations:
No current waiting list
Limited fulfilment and time from sales
Therefore, best fit:
Online 1-on-1
Think about your business goals and your ideal clients. Which business model will work best to suit both?
