Strong & Sexy
It’s reality based, has a strong, sexy lead persona (Jackie Warner), takes place in a cool, hip setting (Sky Sport and Spa) and addresses lifestyle, social issues (gay/lesbian lifestyle, relationship dysfunction, body image, weight loss psychology, and sadly even death and suicide)
Bravo Workout Pulled In Viewers
Bravo brought Workout back for a second season citing in a press release
headlined: BRAVO’S ‘WORK OUT’ FLEXES ITS MUSCLE WITH NEARLY ONE MILLION VIEWERS TUNING INTO TUESDAY NIGHT’S FINALE, A SERIES HIGH FOR THE DOCU-DRAMA HIT.
Season Two: Less Fitness, More?
Season one had solid reviews. So how is the show doing in its second season? Depends on what you’re looking for. My take is season 2 strays too far away from fitness material – but I’ll withhold complete judgment until the season finale…
Here’s some other opinions on the Bravo workout, Jackie Warner and Sky sport & spa crew – season two:
The only issue I had with the show is it focuses less on working out than it does on the dramatic encounters of Warner and the training staff. If I wanted to watch a show about relationship drama, I could choose from countless other reality â€œdramadiesâ€ that dominate the small screen. However, one does not watch “Greyâ€™s Anatomy” primarily for the medical jargon, so perhaps I expected a bit too much on the personal training edge.
Still, “Work Out” is inspiring insofar as its overall message, which is that fit people are happy people. After I caught up on my fair share of re-runs, I was inspired to hit the gym. Although my own local haunt is nothing like Sky Sport & Spa, I still feel like a rockstar on the spin bike! – Mary, West Islip
One of the more entertaining and ‘real,’ series is Bravo’s “Workout.” Centered on SkySport & Spa Gym in Beverly Hills and owner Jackie Warner and her trainers, the show itself plays out like a show within a show.
Yes, it’s entertaining and fun, but you don’t forget for a second that these are real people with real issues and problems just like the rest of us.
Bravo’s TV show Workout, portrays Jackie Warner and the Skysport Spa trainers working in a unique environment to create “experiences” with clients. (See review)
This is a key strategy for building profitable fitness service business.
The show offers personal trainers clues to how Jackie Warner built her success.
Below are two of the Skysport best practices. How can you apply these “client experience” building examples to build your own personal training business?
1. Connect Nutrition
Providing clients with solid nutrition information is the backbone of the Sky Sport & Spa approach.Â The Skysport trainers provide clients with actionable low-glycemic nutrition information.Â Jackie Warner’s Protein Shake Recipe is an example.
She simplifies the client’s nutrition while at the same time making them think about her & Skysport every time they have the shake for breakfast.Â Do you have a special nutrition recipe will help your clients stay connected to you away from the gym and allows them to pass along to their friends?Â Do you have reputable supplements that you can sell to your clients at great prices to compliment your recipes?
2. Exercise With Style
Skysport Spa is an exclusive gym. Everything about it sells style and fashion. How can you incorporate style into your business? How you dress, the materials you provide clients, your website, business cards, how you talk – it all combines to create an impression. What impression are you making on potential clients?
3. Create Symbols
Perhaps you’ve noticed the necklaces the trainers and clients wear at Skysport. They are nothing more than a washer on tastefully knotted leather. But the circle is symbolic and it’s a nice touch that connects the client to the Skysport brand.
In reality, you can go to a hardware store, buy a washer and leather strip for a dime, replicate the leather knot and you’ve got the official Skysport necklace. If you sell them for $25 like Skysport does – you’ll have a nice supplement to your income.
But just in-case you want an original:
THE SKYSPORT TRAINER NECKLACE
This stylish sports necklace is like the ones worn on WORKOUT by the SKY trainers, but only better! Upgraded with premium black leather for better durability, this necklace has an easy slide knot closure for adjustable length. Each piece is hand-made so no two are exactly alike.Approx
Approx. 20″ in length at longest. Designed specifically for SKYSPORT&SPA byFrancoeurncoeurdesignsbymarquis.comis.com.
Nearly 300 IDEA fitness business and program directors across North America responded to the organization’s annual Fitness Programs and Equipment Survey.
The respondents are fitness professionals who represent a blend of small and large health clubs, specialty studios, personal training facilities, colleges, corporate and hospital fitness centers as well as parks and recreation programs.Â Among the findings:
â€¢ Personal training remains the most frequently offered program. One trainer working with one client is offered by 84 percent of the respondents. Optimism remains high that personal training will continue to grow, as expressed by 64 percent of those polled.
â€¢ Personal training sessions with two to five clients are emerging as a popular option as people seek greater variety or value from their workouts. With 68 percent sharing sessions with two clients and 44 percent working out with three to five clients, it’s clear multi-client personal training continues to climb.
â€¢ While Pilates and yoga remain very popular (offered by 64 percent and 58 percent of the respondents, respectively), the survey revealed that after a brisk increase in availability over recent years, the number of these classes might be leveling out.
â€¢ Pilates and yoga appear to remain independent activities. Only 32 percent reported a fusion of yoga and Pilates, 24 percent a fusion of Pilates and traditional strength training and 23 percent a blend of yoga and traditional strength trainingâ€”numbers that have not changed over the past three years
â€¢ Those who offer GyrotonicÂ® or GyrokinesisÂ® exercise feel it has significant growth potential. While presently only three percent of respondents said they offered these programs, 63 percent of those respondents expect this area to grow.
â€¢ Fitness assessments, while a low-profile activity, maintain a role among the most offered options according to 84 percent of those surveyed.
â€¢ Traditional “aerobics” classes continue to decline, with all types combined (high-, low- and mixed-impact) still being offered by roughly half of the respondents.
â€¢ Boxing-based and kickboxing classes dropped nine percent over the past year and now are offered by only 39 percent of the respondents.
Survey Findings Regarding Equipment
â€¢ Barbells and/or dumbbells as well as resistance tubing and bands are the most frequently offered equipment, provided to clients by 90 percent of the respondents. The number of personal trainers and the prevalence of equipment-based classes likely heighten the usage of free-weights.
â€¢ Stability balls were favored by 89 percent of respondents and 45 percent said they believed usage would continue on the upswing.
â€¢ Two-thirds of respondents said they expected the use of Pilates’ equipment to grow.
â€¢ Over the past nine years, elliptical trainers have shown a 30 percent growth to where they now are close to the ubiquity of treadmills. Stair climbers and upright cycles, meanwhile, both have suffered 23 percent declines.
â€¢ The popularity of many pieces of fitness equipment remains stable, if not growing. This is an indication that businesses are probably using the gear and experiencing an advantageous return on investment for their purchases.
â€¢ Specialized balance equipment, foam rollers and small balls have continued to gain favor over the past three years, probably because more fitness professionals have learned how to use them and see applications for a wide variety of clients.
Diamond Cut Series: Why Starting A Personal Fitness Training Company Is A Great Business Opportunity
Having been in fitness for almost two decades I can think of no better time to get into the field.Â If you’ve been thinking aboutÂ taking aÂ leap into fitness services here’s why the water’s fine:Â
TREND ONE:Â FITNESS PRODUCTS AND SERVICES ARE “ON TREND”Â Â
The Trend Is Your Friend
We’ve all heard about aging baby boomers having a greater need for health and fitness services.Â It’s plain common sense that demand for health and fitness services will increase.Â Instead of quoting you reams of statistics – just ask yourself whoÂ represents the “Ideal Customer” and largest market for personal fitness service companies?
If you said upper middle middle class AmericansÂ ageÂ 45 -Â 70 you win. (We’ll call this theÂ Ideal Customer for fitness services)Â Now that entire cohort is not made up entirely of baby boomers, but a big chunk is.Â That’s major opportunity for fitness entrepreneurs several reasons.
1. MONEY – IC’s (Ideal Customers) have disposable income.Â They’re white collar professionals who have reached their peak earning years.Â They’ve also benefited from a ten year bull market in stocks that have increased their net wealth.Â
Fitness services like personal training are still viewed as luxuries to many (though that perception is changing).Â ButÂ IC’s have discretionary income that makes fitness service purchasing an affordable luxury.
2. TIME -Â An increasing number ofÂ IC’s have flexible schedules, are semi-retired or have left the work force.Â This is priceless to personal trainers who now have access to a larger pool of clients available toÂ hire themÂ during the day.Â This allows trainers “normal work hours” instead of the before 9am and after 5pm and weekendÂ hours they are forced to take with clients working typical business hours.
3. PHYSICAL IMPACTÂ - Yes you can take a 25 year old and make a tremendous impact on their health and fitness.Â Yet all things being equal, those over the age of 45 have the most to gain by getting fit.Â Even more important, your Ideal Customer has THE MOST TO LOSE BY NOT GETTING OR STAYING FIT.
If a 25 year old doesn’t exercise they don’t face the same health risks,Â physiological decline and obesity riskÂ a 55 year old does.Â Again,Â I can throw outÂ stats on lean muscle tissue loss, metabolic slowdown, bone density etc…Â but let’s just trust our common sense.Â
4.Â Attitude of Prevention
IC’s (Ideal Customers) also embrace and value prevention strategies.Â They hire financial professionals to prevent loss of income in their retirement years.Â They purchase more insurance of various types to prevent economic disaster.Â Typically when taking the mandatory insurance physicals they get wake up calls toward their health.Â
This lets them quantify the savings in insurance premiums when their blood chemistry and vitals are in an optimum healthy range.Â Connecting health to dollars is data that makes a big impression on an ICs.Â It makes them appreciate the financial power of prevention.Â And the consequences of not having it.
You Can Make Your Fitness Business Free and Still Get Paid
I remember the first time a client told me I saved him money on his insurance.Â He came in smiling and said because we stripped thirty pound off him,Â which among other benefits got himÂ off beta blockers and cholesterol meds his insurance premium dropped by $5,000.00.Â (Not to mentionÂ his out of pocketÂ cost of his medications)
I smiled and told him that his savingsÂ meant he had just paid for his next 50 sessions.Â Not a bad deal – working out 50 times for free.Â Everybody wins.
Think About It
I’m sure you can recognize more reasons fitness related products, services and companies will enjoy the support of multiple Social, Physical and Demographic trends.Â These trends will certainly drive demand and put big profits in the pockets of those fitness professionals that are able to ride the wave.
Remember, the fitness water is fine.Â Build a ship, get a raft or surfboard.Â Â An ocean of Ideal Customers awaits you!
There has never been a better time to build a fitness business. We are on the cusp of a massive demand for fitness professionals. Consider the following…
The number of personal trainers is expected to grow by 46% by 2012, according to the U.S. Department of Labor, which listed personal training as one of its top 15 most desirable fields in which to work.
*Opportunities are expected to be good for fitness workers because of rapid growth in the fitness industry. Many job openings also will stem from the need to replace the large numbers of workers who leave these occupations each year.
Employment of fitness workersâ€”who are concentrated in the rapidly growing arts, entertainment, and recreation industryâ€”is expected to increase much faster than the average (27% or more) for all occupations through 2014.
An increasing number of people spend more time and money on fitness, and more businesses are recognizing the benefits of health and fitness programs and other services such as wellness programs for their employees.
Aging baby boomers are concerned with staying healthy, physically fit, and independent. They have become the largest demographic group of health club members. The reduction of physical education programs in schools, combined with parentsâ€™ growing concern about childhood obesity, has resulted in rapid increases in childrenâ€™s health club membership.
Increasingly, athletic youth also are hiring personal trainers, and weight-training gyms for children younger than 18 are expected to continue to grow. Health club membership among young adults also has grown steadily, driven by concern with physical fitness and by rising incomes.
As health clubs strive to provide more personalized service to keep their members motivated, they will continue to offer personal training and a wide variety of group exercise classes. Participation in yoga and Pilates is expected to continue to grow, driven partly by the aging population demanding low-impact forms of exercise and relief from ailments such as arthritis.
If you are you considering getting into fitness or are currently in the field, now is the time to position yourself to take advantage of powerful demographic trends. What are you doing to prepare?
*Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2006-07 Edition, Fitness Workers, on the Internet at http://www.bls.gov/oco/ocos296.htm (visited July 25, 2006).