Franchise Blog

The NY Times Took the Words Right Out of My Mouth

unique-id: b33-p202
Feb 18, 11:05am by Franchise

The New York Times

 

 

At this time of year we are always bombarded by media reports of new year's resolutions, the hottest fitness trends - and inevitably the reality that only a small percentage of people actually find fitness success.

Why is that?  Why does our industry continue to produce solutions that, for whatever reason, simply do not work for clients?  Well, the NY Times has done a wonderful job providing a State of Industry-esque report and clearly demonstrating the massive opportunity that exists for fitness professionals, personal training and customized fitness solutions.

I've included a link to the full article below, but here are the highlights (that continue to reinforce why personal training is such a sustainable fitness solution):

  1. "45% of fitness-club members quit going in any given year."
  2. "You can't get the best and the cheapest at the same time."
  3. "Socializing...is key to long-term exercise success. You've got to connect the client in a meaningful way to others."
  4. "It's about connection."
  5. "People who take personal training and do group fitness classes are more likely to stick with a gym."
  6. "Health clubs don't understand they should be a support system for people."
  7. "Only 15% of the American population belongs to gyms. When you've got 85% saying, 'I don't think so,' we've got to recalibrate what we're doing."

NY Times: January 26, 2011; Full-Service Gyms Feel a Bit Flabby

This article and assessment is SPOT ON.  Gyms don't work for most people. Most people do not develop a "connection" to a weight machine, to a treadmill, to a computer, to a DVD or to a fad. People develop connections to people. That's the way it always has been and that's the way that it always will be.

Here's what will ALWAYS be in demand:

  • Great personal trainers
  • Great personal training businesses
  • Fitness solutions customized - perpetually evolving - for the individual client

Why should the client have to conform with the current fitness trends, fads or technology flavor-of-the-day?  I believe the concept must connect to the personal needs of the client. Fitness professionals and 

Great personal training businesses will ALWAYS be in demand to provide real, sustainable, life changing fitness solutions that only a personal connection can.

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Hiring Personal Trainers: Top Five Interview Questions (Part III)

unique-id: b33-p201
Oct 18, 2:01am by Franchise

The #1 asset of any fitness organization (and arguably any company in any industry) is your team. Your team is the foundation that your company is built upon. I know that the house analogy may be a bit tired, but it's pretty applicable in this example. 

I want to make sure that each member of my team is:

  • Honest and self-aware.
  • Can lead themselves, their colleagues, our clients or a project.
  • Has the ability to make smart decisions when they are needed.
  • Can think a few steps ahead and foresee obstacles and how to navigate around them.
  • Values and knows how to establish and grow professional relationships.

 Therefore, in each face-to-face interview I've ever conducted I ALWAYS ask these 5 corresponding interview questions:

  1. We all make mistakes. Share an experience where things did not work out as a result of a decision that you made. How did you handle this?
  2. Give me two examples of things you’ve done that have shown initiative.
  3. Give an example of a time when you had to be relatively quick in coming to a decision. (Note: see how quickly they respond to the question).
  4. What are some of the problems you think you might encounter at Orange Shoe? How will you deal with them?
  5. Think about a “professional” relationship you built at work/school.   How did you build this relationship?  How did/do you maintain it?

Here's an interesting interview tactic - after the candidate finishes answering your question, follow-up with a "Thank you." and then silently and slowly count to ten while writing notes, determining next question, etc.  You may be surprised to find that the candidate may add some interesting information to their answer.

And once again, don't forget to take notes during and after the interview.  You don't want to forget anything!

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Hiring Personal Trainers: The Phone Interview (Part II)

unique-id: b33-p200
Oct 5, 1:57am by Franchise

I always conduct a phone interview prior to meeting the candidate in person. Why? It's a much more efficient way to interview.  It's a filter.  A screening tool.  A way to get to the "real" candidates that much quicker. And quite frankly, if the candidate is a dud, then a phone call can be ended much quicker and simpler than a personal meeting.

And here is how I get to those "real" candidates as quickly as possible.  I always, always, always ask these six questions in this exact order for every phone interview I conduct. Here they are  (with my rationale and tips below each):

  1. What interested you in applying for this opportunity? Their answer is going to tell me how serious the candidate is about the industry and the long-term career opportunities at Orange Shoe.
  2. What do you know about Orange Shoe? If the candidate hasn't done their research on the company, BEFORE getting a job, what makes me think the candidate will do their research AFTER they get the job?
  3. Why are you looking for a new opportunity at this time? Is the candidate pursuing Orange Shoe as a long-term opportunity or are they pursing the job as a short-term solution? Are they not happy at their current company? And if so, why? Did they recently lose their job?  If so, why?
  4. What will be important to you about the next move that you make? Their answer(s) will tell you how thoughtful they have been in submitting their resume to you, how much they know about the company, the industry and the opportunities.
  5. Briefly walk me through your work history. The candidate should be able to tell you a very compelling and articulate story of their professional progress and achievements. They may also give you some insight into their work ethic, how they viewed their team and managers.
  6. What are you looking for in terms of pay/compensation requirements? If appropriate discuss total compensation package: paid vacation, wages, continuing education, health insurance options, 401K/Simple IRA, ownership opportunities, etc. If the candidate's compensation requirements are simply out of the realm of possibility, this is a good time to know it.  And if their compensation requirements are surprisingly low, that should alert you to dig in deeper to learn why.

Don't forget to take notes during and after the interview.  You don't want to forget anything!

A few things to consider when conducting the phone interview:

  1. Was the candidate on time and prepared for the phone call?
  2. Was there a level of excitement and engagement in their voice?
  3. Was the candidate easy to talk to?

Do you ask other questions when hiring personal trainers that have worked well for you?

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Hiring Personal Trainers: A Five Step Approach (Part I)

unique-id: b33-p199
Sep 30, 9:54am by Franchise

We use a focused, 5-step approach to interviewing and hiring designed to make the process as standardized and objective as possible--AND that helps predict the best performing trainers.

 

What is the best way to evaluate a candidate? 

 

It is a question that we have spent a great deal of resources researching and refining.  Orange Shoe’s methodical 5-step approach to candidate evaluation has been scientifically created and tested to provide the interviewer the best opportunity to assess the abilities of the candidate.

 

When we need to hire personal trainers we take the following approach:

  1. Phone interview
  2. Behavior-based interview
  3. Practical interview
  4. Reference check
  5. Cognitive and personality testing

When each step is properly understood and executed, it truly does give you an amazing indicator as to the potential success of a candidate.  Remember, no process is fool-proof, but you definitely want to give yourself every chance for a successful hire.  I'll be detailing some best practices for each of these steps in future posts, so please stay tuned!

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Negotiating the Lease for Your Studio

unique-id: b33-p198
Sep 7, 2:32am by Franchise

In the last article on selecting a site to locate your personal training business we discussed several questions you should consider when evaluating potential sites for your studio. Once you have identified a suitable location, the next order of business is to negotiate the term, or duration, of the lease and the rent you will pay, which is usually figured per square foot. Leases typically include an option to renew at the end of the term, at either a specified rent or "prevailing market conditions." Some retail landlords stipulate a so-called percentage lease, or overage, whereby tenants pay a minimum rent plus a share of gross sales.

Landlords are more likely to provide increased concessions for longer term leases. Most will be five to ten years with an infinite number of renewal options, all negotiable.

Be sure to measure the space before you sign a lease. Spaces are often reconfigured, and your landlord could be giving you an old floor plan that’s not accurate.




Mind the Extras

Expenses. Landlords tend to pass on expenses to their tenants, one way or another. In a triple net, or NNN, lease, the landlord bills separately for taxes, insurance, and operating expenses or common area maintenance, or CAM. Expenses are prorated among tenants according to their share of the total space. CAM is usually broadly defined; besides upkeep for shared facilities such as the parking lot, lobby, stairwells, and restrooms, it can also include virtually any operating expense.

Be aware of which expenses your landlord proposes to bill, particularly as part of CAM. Ensure the right to see for yourself the expense budget, as well as which costs are actually incurred. Utilities are also borne by the tenants. Utility costs are usually apportioned by square footage.

A gross lease, by contrast, includes everything, at least in theory. This term, too, means different things to different people. For instance, to some brokers, a full-service lease is synonymous with a gross lease; others say full service includes utilities but gross does not. And gross leases will usually pass on annual increases in expenses. Either way, make certain that your expenses won't increase within the first 12 months of your occupancy.

Maintenance and repair. Most landlords attempt to hold tenants responsible for maintenance and repairs of anything other than the roof, exterior walls, and parking lots. Some require renters to replace failing equipment, including the heating, ventilation, and air conditioning systems, a potentially enormous outlay. If the building is approaching 10 years old, or the HVAC systems have seen inordinate use (in an especially hot climate, for example), get the HVAC systems inspected, along with the plumbing and electrical equipment. If you find problems, make it a point of negotiation.

Plan an Escape Clause and Other Provisions

Leases almost always favor the landlord. But you can build in clauses that level the playing field. Be strategic in setting priorities. Try to make changes that are more likely to be accepted – making a few important changes is more important than 20 small changes.

Co-tenancy. Many shopping centers rely on big anchor stores to draw traffic. So what happens to the smaller tenants when an anchor closes its doors? A co-tenancy clause lets a renter escape the lease if the landlord doesn't replace the anchor in a specified period.

Personal guaranty release. Most landlords will insist on a personal guaranty from the tenant. However, you may be able to negotiate for a release from the guaranty after, say, two or three years.

Exclusivity. An exclusivity clause guarantees a direct competitor won't move into the same development.

Sublease. A sublease allows a tenant to sublet space to a complementary business.

Guaranteed selling points. Landlords often make a selling point of high occupancy rates or a large number of monthly visitors. Try to get these in writing with exacting concessions (including the freedom to leave) if the landlord falls a certain percentage below the guarantees.

Broker Representation

Don't go it alone. Negotiating on your own behalf won't put extra money in your pocket. The share of the commission that would have gone to your broker will probably just go to the listing agent - and you could miss opportunities for concessions.

Make sure your broker has experience in your market. Commercial real estate divides into three segments: retail, office, and industrial. Each involves different issues and market trends. The amount of free rent available, for instance, will vary both by geography and market.

Include your lawyer. A good counselor can assist in negotiating the business and legal terms of your lease.

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Where to Locate Your Personal Training Business

unique-id: b33-p197
Aug 16, 10:15am by Franchise

Although many personal trainers opt to work in clients' homes exclusively, or perhaps more commonly, within a large big-box gym, we believe that the most successful trainers work out of their own studio. This is not to say that you can't also train clients in their home (in which case you may decide to charge a premium for travel time) or in large-group bootcamps at various locations. However, having a "core" studio where you locate your office and primary studio has a number of benefits. Not only does it establish you as a true business owner in the eyes of your clients, it also affords you the freedom to select your favored equipment, studio layout, and so on. In addition, as your business grows, you'll be able to hire additional trainers to work for you (something that isn't necessarily easy to do if you work within a larger gym as an independent contractor).

There are several factors to consider when you begin looking for the perfect site to locate your personal training studio. Here are some to keep in mind:

  1. Can people see your business easily? Is there space to place signage such that it is visible to passers-by?
  2. Is parking available?
  3. Do city codes and development covenants allow for signage display?
  4. Are there 7,500 households or is there a population of greater than 80,000 in a 3-5 mile radius of the location (for suburban areas) or 1 mile (for urban areas)?
  5. Is the median income at least $75,000?
  6. Is there a good mix of daytime businesses and residential populations?
  7. Is the ceiling height at least 10 feet?

Selecting the perfect spot for your personal training studio is an extremely important part of your long-term strategy for recruiting clients. You'll likely have a lot of questions, so please use the Comments to do so! We plan to do future posts about other factors you should consider when selecting a site.

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