One2One BodyScapes provides a place for personal trainers and clients to develop a customized fitness plan and work out together in a quiet, private, one-on-one training environment
Robert Shapiro, certified trainer and founder of One2One BodyScapes, developed the business model for his personal training studio concept more than 12 years ago. “I kept hearing people express their desire for personal training in a more upscale, quiet and private environment,” he says. “So when I was laid off from my position as a personal trainer at a major health club, I decided to go for it,” he says. The goal was to create a professional training facility where clients could focus on their workout without having to wait for machines or deal with large crowds.
When it came to getting his concept up and running, Shapiro says, the biggest challenge was making sure people understood what made his company different from other gyms. “We had to convince people that personal training isn’t just for the rich and famous,” he says. “We had to be careful to convey a consistent message about who we are.”
Another challenge came when the company began to expand. “First, we grew from only one to four additional locations, and we quickly realized it was difficult to effectively manage trainers at each location while maintaining our level of excellence,” he says. Shapiro’s solution was to develop a franchise model. This helped the new business prosper, since the owner of each new location has a vested interest in developing relationships with clients and managing the trainers. Today, One2One BodyScapes has 13 locations in Maine, Massachusetts, New York and Texas and has plans to open 10 more within the next year.
Shapiro says the key to this success lies in the unique product he created. “Achieving results for our clients is the most important part of our business,” he says. “If you help clients reach their goals, you’ll have them for life.” He adds that it is crucial for clients to develop trust in the excellence of the trainers at each location. “Our success is implemented within our four walls; we develop customized fitness routines for clients at our studios and make sure they understand that fitness is a lifelong activity,” he says.
The economic downturn has had little effect on One2One BodyScapes, according to Shapiro, who says they have actually increased sales due to excellent retention rates and the company’s decision to advertise more now than ever before. “We are very in tune with the needs of our clients,” he says. “Whether it’s following up after a session, or approving terrific franchisees who, in turn, hire great trainers, the focus is always on keeping our reputation strong, which keeps sales high across the board.” Additionally, Shapiro has noticed that, despite the hard times, people are not neglecting their commitment to fitness. “Many clients are taking fewer vacations this year, or indulging in fewer luxuries, but are sticking to regular fitness routines,” he observes.
Like most successful businesses, One2One BodyScapes is built around the people involved – from Shapiro, to his franchisees, to the trainers, and the clients – nothing would be possible without the relationships that are developed. “My advice for club owners is to surround yourself with people you trust and like. Realize that you don’t have all the answers,” he says. “Every franchisee we add brings something new to the table and makes our company stronger. It’a a melting pot of ideas and personalities… a great recipe for success! –C
To learn more about One2One BodyScapes, go to one2onebodyscapes.com or e-mail Robert Shapiro at rshapiro@bodyscapesfitness.com
