#JTInTheRaw Show 40: Q & A On The Fitness Industry

Questions … Questions … Questions … Today’s show is all about viewers questions! Stay tuned as I answer questions on retention strategies, employing people, cross promotions and Facebook Live!

This week I have been writing.  I have just finished an ebook on what are 2017 consumer trends.  This book is not about exercise trends it is what your current and future customers want from you as a brand.  You will love the ebook and will keep you ahead of the industry curve.  This will be for sale in 2 weeks on the Active Management website for 99 bucks or become a Silver Active Management Member and we are giving it you for FREE!

If you want to information on becoming a member pop SILVER click here!

#JTShoutOuts

First up a MASSIVE shout and congratulations to Chantal and the Fitness Business Podcast.  Last month, was a record month of downloads.  There was a 25% increase in downloads to hit just over 8000.  This is huge for the podcast and as a sponsor it makes me very happy!  You may like to check shows 96 and 97 as Chantal and I talk about the good, bad and the ugly of LA fitness studios.

A second shout out to Lisa Simone Richards who invited me to be part of her Audience Attraction Formula FREE on-line summit.  There are 12 awesome speakers and it all online and free.  Click here to find out more – Audience Attraction Formula

#AskJT

First question comes from Haytham who asked: “Can you please give me 3 tips to tell my staff in the meeting of things we can do for retention through April?” 

I find retention figures are a lag effect.  What I mean by this is members don’t just think “I’m cancelling my membership.”  They probably have been thinking about it for at least a month and I would guess at least 3 months and it’s just they finally got around to it March.

If my theory is right, then what we were doing in January and February was impacting our cancellations in March.

So my 3 tips:

• It is not one person’s responsibility to contact a member that hasn’t been in for awhile, it everyone’s.  So if one of your gym instructors or group fitness team members hasn’t seen a member on the floor or in a class for 10 days, they can and should make the call to the member.

• I would extract from your software the average length of a cancelled membership.  That is, how long have they been a member before cancelling on average in months.  Then call EVERY member 2 months before the average length hits.  If the average length of a cancelled membership is 7 months, you call every member on their 5 month membership anniversary with your sole aim: get them into the club for a chat with someone and refocus them on their goals.

• Connect and engage with EVERY member on every visit.  This means a wave, a high five, a smile or a conversation when every members comes in.  We fall into the habit of speaking with just the people we know.  Every member is critical, so treat them as such and make them feel part of your gym community.

Chris asks under what tax rule do gyms operate under to allow them not to pay super to their instructors? 

And what a can of worms you have opened with this question Chris.  First up I am not a legal expert, so whether you are an employer or employee professional legal advice is my advice.

If you are an employer I recommend Employsure who are simply AWESOME with their advice and representation for employers.  Their suite of products is comprehensive and will save you time, money and energy.  For how Employsure can help you contact Chris at [email protected] and tell him JT sent you!

What I think is a bigger red flag for the industry as whole, is examining the back story to Chris’s question.  He employs people and places the rules he has to follow on the employer of his partner.  Almost every employee or contractor in the industry will have a friend who is an employment expert – legally or a backyard expert.  If you are as an employee do not have all your employment policies and documents checked by a legal expert, you are living on the edge.  And saying you didn’t know will not wash.

Question 3 this week comes from Fiona who asked about cross promotions.  I want to offer up to 15 local business in the area the chance to have their business displayed on our TV screens in return for promoting our club to their clients? 

First things first Fiona make sure you put a value on the advertising on your screen because:

1. If anyone asks, you can tell them how much it costs.

1. When you go to the local businesses you can say “This would normally cost you $X but if you help us, we’ll let you advertise for free.”

I have no idea what you’d charge in your club but how about 270 a month worked out by:

• 3 ads per day (every 8 hours)
• 90 ads per month
• $3 an ad
• $270 + GST
• PLUS you will include handing every new member a flyer form their business in your welcome pack

Now for no money changing hands, in return for their ad you are seeking:

• 1 solo email blast to their customers – you supply the copy and images
• A weekly post on their Facebook page for 2 weeks – you supply artwork
• A flyer handed to every customer 2 weeks
• A poster in the shop window for 2 weeks

The people you want to partner with have to have a database OR a strong social media presence (Facebook fans; Insta followers) or both (ideally).

And the last question has come from multiple people around Facebook Live.  The commonality of the questions, is how do you do it? 

From my experience the two hardest parts of doing Facebook Live is starting and dropping the need for your video being perfect.

First up let’s address starting.  Plan your video.  What do you want to say?  Pop some bullet points down and then just do it!  I was shit scared, nervous and worried when I started #JTInTheRaw and you will too but the more you do the more you’ll be comfortable in front of the camera.

In regard to perfection, check out #JTInTheRaw shows 1, 10, 20, 30 and even today I am far from perfect!  I would like to think the shows have got better but they are raw.  And research on Facebook Live is that consumers prefer this type of raw video as it shows greater authenticity.

Facebook Live is an amazing way to promote your business.  You can go live from your Facebook page and your fans will be notified that you are live.  It is a great way to communicate with your clients and members and have them share.

The more you know about Facebook Live the more you can do cool shit, like repurposing your material, spreading the show virally and even having guests on your show.

I am a huge fan and can see SO many benefits for any business!

I am excited to share that over the next 90 days I’m going to put together a step by step guide for you doing Facebook Live and so much more.

Plus stay tuned from June with a new cool innovation with Active Management and Facebook Live!

I hope this wets your appetite to try Facebook Live!  Let me know how you go!

And that ends this week’s #AskJT show.  Thanks everyone for shooting through your questions.  I am happy to answer your questions in the show, so feel free to send any questions.

Next week

I will be putting the finishing touches to my Filex promotion.  I’m super excited as it is really good!

I also need to work on the results of a survey for a panel discussion on the Business Summit.  I have 10 questions that we are asking gym members about why they are gym members.  Could you share the survey link please – https://www.surveymonkey.com/r/9Q6VFBZ

So before I head off to the NSW PT Industry Leaders Roundtable where we are unpacking each business’s sales figures for the first quarter – I expect some tears today – it’s time for quote of the week.  And this week it is simple:

Quote of The Week

“If you wait for perfection, you’ll never start.”

Do you want to work one on one with JT?

 

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/