From $50,000 per year and a Business Breakdown…to $180,000 per year and an Unbreakable Mindset
This is a story about a phenomenal human, friend, client, father, and man who does not know the concept of giving up. We explore some of the elements of exactly how we got Wayne fully booked inside his personal training business, without hiding the real stuff that happened along the way.
Back in 2016, I entered a gym in Essendon and met a guy named Wayne. I'd actually known Wayne online through a mutual friend, but had never met properly. I reached out directly and spoke about how I wanted to up my own training. We had a consult, I liked what he had to say, and so we began training together with me as his personal training client.
Even though I'd trained with people before that were PT's, I'd never hired one of my own so I really didn't know what to expect. The training was great. I got a huge benefit immediately and Wayne's attention to detail amazed me. He wasn't moody, he wasn't arrogant, he just wanted what was best for me.
Because of this, he grew busier and busier, and even hired a second trainer inside his business (more on that later). Things were going great and even without my help at this stage, Wayne was doing great.
After a few things happened at the gym in Essendon (it was no longer serving us), we moved to Port Melbourne. Still, as a client, I followed Wayne and started traveling 30 minutes 4 mornings a week to continue our great training. I'm a busy person, but I valued it this highly. It was around this stage that I also started to speak about a few things Wayne could do inside his business to really kick it off. Being a hungry learner, he lapped it up.
BUSY BUSY BUSY
Wayne learned and implemented the basics.
Cleaning weights up in the gym and offering help to gym goers with their training (when they asked).
Training without headphones (and thus, helping become approachable).
Smiling at members, and being present more than anyone else. (Despite there being 5-7 trainers also working from this gym, Wayne would tell me things like no other trainer was even coming in during the mornings, nor did they have the confidence to offer value to the members. It was easy for him to show value and offer his services).
Calling new members and offering to help them get started with their training.
This all lead to incredible confidence, and we were able to increase his prices (demand and supply allowed it so) and thus, people continued to see his true value. On top of this, because he'd gotten rid of the fear of rejection, Wayne continued to excel.
JOINING THE CREW
It was at this point in September 2016, that Wayne first heard me talk about the Elite Coaches Club. A unique opportunity to join a private coaching group filled with world-class information, education and tools specific for personal trainers in their business. Instead of trying to work it all out on his own, or trying to pick up random bits and pieces here and there, Wayne invested in his future and became a client of mine.
We immediately got to work and made great things happen. After the first three weeks, Wayne was averaging $5k weeks, and his second trainer's diary was filling up fast.
Along with fast growth, however, comes fast lessons. As we got busier, Wayne realised that there was increasing demand to not only fulfil the sessions, but also to take care of their programming, nutrition advice, and additional help his clients would need - something he hadn't really planned for.
The pressures of a growing business, supporting another team member, growing personally and still providing an exceptional service were all starting to pile up, and we started to experience some turbulence.
We had to make some tough decisions and let go of the second trainer. On top of that, Wayne faced some incredible challenges in his personal life that had the opportunity to really break him. But they didn't - he is one hell of a fighter.
What I love about Wayne, is there are no facades. What you see is what you get. Everyone inside our club knew Wayne was struggling and instead of shutting off to it, they asked what they could do to help. That's what makes our community special. A helping hand rather than a blind eye.
Instead of seeing all of this as a setback, however, we saw it as an opportunity. JK Rowling once wrote: "Rock bottom became the solid foundation on which I rebuilt my life." As was the case with Wayne and his business. We stopped and thought about the direction. What was working. What was clearly broken. And what needs to happen to make sure we can build a business that is unbreakable in the future.
We got really honest about where things were at and what needed to happen to build a business that not only mattered to Wayne but one that excited him. And then...we got busy.
DOING THE WORK
The next few months were a process of head down, bum up. We moved gyms again and now are thriving. Wayne has also moved houses and lives in a high rise apartment in South Melbourne (one of his long-term goals realised).
Inside the business, we implemented an introductory offer which we called a Power Pack (which is three sessions of PT for $200 to get the ball rolling), after the third session we perform a consult to show them how they can move into more training with Wayne (which we call the Foundations Package).
With a conversion rate of 80% from Power Pack into the Foundations Package (minimum 12 weeks training for stable income and chance to really provide value) it didn't take long for Wayne to fill his books. He now serves just 10 clients at the highest level. It was a matter of 2-3 sales per week, over 5 weeks to become fully booked. When you break it down like that, it actually makes sense. Knowing your numbers is so key, because it makes it achievable and removes the anxiety of forever looking for new clients, and instead, setting realistic targets inside your business.
Instead of worrying where his next client is coming from and forever hunting for that next sale, Wayne is now busy doing what he loves...TRAINING PEOPLE. Plus because he offers a premium service (minimum $3-4k per client, per 12-week training block) we actually need fewer clients and can focus on impacting those who want the best (and are willing to pay for it).
REAPING THE REWARDS
As you can see, it certainly hasn't been easy, and there are many other things we could've included (but didn't). The key message I want to share here is to never give up. Wayne does the work. Plain and simple. Which means, you can too. It really is just a process of discovering what you want, and then getting out there to make it happen..
NOW IT'S YOUR TURN
You've spent years training, coaching and developing a brand in the fitness industry, but do you ever feel that you aren't getting the results you feel you deserve? Would you like to see a return on your time, investment, and experience?
Don't leave the industry. Let's work at it and discover just exactly what needs to happen to turn your business around and build it into something great. You can reach out on this page here, or learn more about what it is we do on this page here.
Well done, Wayne, for doing the work. You deserve everything that comes your way, and I cannot wait for our next few years together (y)
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