quick trip to Louisville last night to pick
up 2 DVD's from a videographer that Holly
filmed that will launch her DVD of the Month
Club.
We got home, put the DVD's in and reviewed
the 'finished product' while Tyler tried to
emulate every exercise (a 6 year old trying to do
Bulgarian Split Squats is quite funny).
They looked great.
That got me thinking - a three years ago, Holly
was training in a club, and doing mostly
one-on-one stuff - both weight management
and training clients.
We soon after launched group weight management
to leverage her time more effectively.
Not long after that she started working with women
only to position herself better in the marketplace.
Probably 6 months later she launched a women's
only indoor bootcamp and reduced her one-on-one
client load.
More leverage.
By this time she was also upselling most of her clients
in both programs to Prograde supplements - even more
leverage.
Then, about 18 months ago she started to really focus
on only moms - which truly made her a 'specialist' in
the market.
This was the precursor to the launch of her information
product business - Fit Yummy Mummy, that also
targeted just moms - which would prove to provide
incredible leverage.
First she launched an e-book and several months later
a social network.
Next up is a 2-tiered membership program with a hard
copy newsletter and a DVD of the Month.
It's an interesting progression and one that many
trainers could learn from:
1. Generalist with no leverage: probably had 15 clients.
2. Generalist with leverage: helped a couple hundred with
bootcamps and group programs.
3. Specialize some (women) with various improvements
in leverage over time: still helping over a hundred women
per year, but now time is more valuable.
4. Highly specialized (moms) with lots of leverage: now
serving thousands of moms and time is MUCH more
valuable.
You don't need to follow her exact model by any means,
but you should learn from it.
You should always be looking for opportunities to become
more specialized.
You should always be looking for opportunities to improve
you're leverage.
Have a great weekend!
Pat
P.S. - If you want to become more specialized, the hottest
market in the ENTIRE INDUSTRY is youth fitness.
here's you're success guide:
http://www.completeathletedevelopment.com
Fitness Consulting Group
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Elizabethtown, KY
42702-1539
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