The Business of Fitness with The IFBA

Sales is often seen as a 'dirty' word so the team explain why everyone in your facility is 'in' sales as well as breaking down the sales process, from your marketing funnels and 30 day trial, right through to sign up, looking at where you can really add value and up your conversions.

Using W10 as a real world example, this podcast revolves around the different marketing requirements depending on market, location, business maturity and what your offering is.

Marketing is often seen as a 'murky' world and, in this episode, the team shine a light on the fundamentals with a discussion on the '3 M's - Market, Message and Media'.  Everything else is irrelevant until you know who you are going to train, how you're going to resonate with them and where they hang out.

Continuing the deep dive into systems, JC, Chris and Tom discuss 'The Customer Journey'.  This 3 stage process provides the framework for the member experience and helps recruit new members as well as improving retention and is one of the most important systems to get right.

This episode we welcome Abi Durrant from Barbelle in Scarborough and hear how she went from being a one woman band, working out of a gym, to owning her own place before moving to bigger premises as her business grew.  Abi shares the challenges she faced, such as opening a premium gym in an area that hadn't seen anything like it before and the team discuss why there aren't more female gym owners in the industry.

Tom and Chris deep  dive into the coaching journey, looking at everything from the transition from being  a 1-2-1 coach, to coaching Small Groups, right  through to how to become an excellent coach and the impact this has on the business as  a whole.

Working in a people business it's easy to take communication skills for granted. In this episode, Chris and Tom talk to Ex-Police Hostage Crisis negotiator, Cathy MacDonald about the nuances of communication and the missed opportunities that go with not learning how to listen with intent.

Building your ideal business starts with knowing what your exit is.  Working back from this point you can create your vision, communicate it internally and externally and use that vision to inform all your decisions.

The online training landscape has shifted irrevocably and big players, such as Apple, are now heavily invested in this market. In this episode, the team discuss how to compliment your bricks and mortar business and where you should and shouldn't focus your energy when creating your Digital MTG.

The key to the Modern Training gym is the 'Tiered Membership Model.' This episode is dedicated to explaining the nuances of this approach: and why your programming, and in particular your 'Training Manifesto', is central to making this approach work.