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