Run Your Personal Training Department by the Numbers
Assume for a moment we were on a call today to discuss your personal training department. I would begin by asking a few key questions about your personal training numbers. These questions would revolve around the Key Performance Indicators (KPIs) used to measure progress (or lack thereof) of your personal training programs.
Let’s look at the 4 KPI’s that you should measure each month and why:
1. Memberships Sold: The personal training sale begins the moment a potential member walks through your doors to inquire. Consider new members as an opportunity to sell training. The more memberships you sell, the more opportunities you have to convert them into personal training clients.
2. Book Rate: How many new members were booked for their first appointment with your Director of Training (DOT), the person responsible for selling personal training? If we can’t get them to the DOT, we have no shot at convincing them they need more than a slow walk on the treadmill to reach their goals.
How do we improve our book rate KPI? First, we measure. We make sure that our sales team understands that not only are they expected to sell memberships, but they are also accountable for the book rate.
Now, we have to give them the proper tools to make this happen and then we have to hold them accountable to our target percentage. The number is 70%. So, 70% of all new members must be booked for the first appointment with our DOT.
3. Show Rate: What percentage of the booked members actually show up to the appointment with the DOT? Our goal is again 70% of the members that booked. Basic math tells us, based on our 70/70 formula, that half of all of our new members will show up for their appointment with the DOT. How do we increase our show rate? A confirmation email, confirmation text message and phone call from the DOT the day before the appointment will help improve the show rate.
4. Close Rate: If we run our scripted first appointment correctly, we should expect to close 35% of our first appointments into some layer of our personal training programs. Again, the simple math tells us that this final percentage is around 17%. We like to be a bit more aggressive and shoot for 20%.
This means that if you run your processes correctly, 20% — or 1 in 5 — of all of your new members should end up in one of your personal training layers. If this does not happen, measure and adjust.
Keep in mind: Don’t just measure your KPI numbers to see where you are having problems. Also use them to pinpoint what you are doing well in the process and reward those that are responsible.