Secrets to Growing Online Training

Introduction

• Who I am
• What exercise.com is
• Why online training is so important
• Who this applies to

What will be covered today

• Real case studies
• Real blueprints
• Advice from top online trainers
• Recommended strategies
• Action Steps

Section 1: Case Studies

Let’s looks at some real-life case studies of trainers creating significant recurring revenue with online training

Case Study #1 – Trainer 1

• 25k Instagram followers 5 months ago. Now 39.4k followers
• Strategy: Heavy Instagram promotion, Funnel landing page, email newsletter
• Offerings: 30-day Challenge Group, 90-day Challenge Group, Weekly Workout Group Subscription, 4-week Workout Plan for Sale

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Case Study #2 – Trainer 2

• 2,035 Instagram followers
• Strategy: Drive website traffic, email newsletters, free sign-ups > upsells
• Offerings: Workout plans for sale, free ”all-access” group, paid premium group membership

Case Study #2 – Trainer 2

Case Study #3 – Website 3

• Online Physical Therapy and Performance website
• Strategy: Instagram/Facebook promotion, paid advertising
• Offerings: Dozens of workout plans for sale, two group subscriptions

Case Study #3 – Website 3

Case Study 4: Gym 4

• Two location gym focused on performance training with1,518 Instagram followers
• Strategy: Deliver training to baseball players while they're in-season
• Offerings: Customized individual training

Case Study #4 – Gym 4

Case Study 5: Trainer 5

• 21,800 Instagram followers
• Strategy: Deliver customized training to individual distance clients
• Offerings: High-ticket customized individual training

Case Study #5 – Trainer 5

Case Study 6: Gym 6

• Single location gym focused on athletic training
• Strategy: Train distance clients and market online subscription to following
• Offerings: Workout plans for sale and online group subscriptions

Case Study #6 – Trainer 6

Case Study 7: Champion PT & Performance

• 7,739 Instagram followers
• Strategy: Social media promotion, drive website traffic
• Offerings: One monthly group subscription at $39/mo

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Case Study #7 – Champion PT

Section 2: Online Training Blueprints

Let’s looks at some actual ways trainers are creating/delivering their online training and the strategies behind the growth

Selling Pre-Made Workout Plans

• Pros: easy, automated, scalable, low maintenance
• Cons: low price, not customized, no accountability, one time payment
• Great Examples: https://thebarbellphysio.com/performance-plus-programs/ https://ampdgolfperformance.com/feel_better_plans/ https://go.fitthrive.com/sales-page19938097

Customized Individual Training

• Pros: high price, relational, best results, most benefits, accountability, recurring payments
• Cons: time consuming, difficult to scale
• Example: Dean Somerset (http://deansomerset.com/) – Individualized high ticket online clients

Training Group Subscriptions

• Pros: easy, automated, scalable, generally low maintenance, recurring payments, community based
• Cons: not customized, low priced
• Example: Mike Reinold (https://championptandperformance.com/) Created an additional 4.5k/mrr with a subscription group
• Challenge groups

Social media Impact

• It is estimated that at least 50% of our top performers do paid advertising via either Instagram or Facebook
• Large following is not the main key – engaged following is the main key
• Trainer X from the case is in the top 5% of performers, yet is not in the top 10% of highest followings
• And on the flip side, not all trainers with large followings will do well

Instagram Followings & YRR Correlations

No online Following?

• THAT'S OKAY
• Offer online training to in-person clients who have moved away
• Offer online training to camp attendees for the remainder of the year
• Offer online training as an upsell to in-person clients
• Use email marketing to sell online training, choose a niche (i.e. youth baseball) and then actively and personally sell your niche online training to people online and in-person (youth sports camps, local baseball teams, etc.)
• Be an active blogger

Section 3: Advice from our top performers

Now we’ll let the training experts do the talking

Kellie Davis

• "Don't be afraid to make your niche super, super small. You don't need a global audience. You just need a very small faction of raving fans who are your tribe. I think a lot of people when they come online, they feel like they have to cater to everyone, and then nobody knows what they offer or who they are. So get very, very clear on your mission and your message. That is so, so important. I don't work with men. I certainly will if they come to me, but it's very obvious that my tribe is women of a certain age, of a certain income level, and you know, on a certain path in their life."

Greg McLean

• “You’re only as good as your social media game. Take time to learn the nuisances and intricacies of social media, particularly Instagram and how you can leverage it to reach more people. Experiment with paid advertising till you find what gets you the best ROI. Once you find it, pour as much money as possible into it. It’s a high yielding stock that is a good bet because you’re betting on yourself.”

Tony Gentilcore

• "This is kind of lost among a lot of younger trainers and coaches. But I think what helps your online training is that you're actually good at training people in person. It's very important to develop those skills — personal skills, interpersonal skills, and coaching skills — with real people because it makes a lot of sense to be good at doing in-person first before you start diving into the online world. It bodes in your favor that you're going to have a more successful online coaching business if you have the skill sets that you developed training people in real life."

Dean Somerset

• "I think part of it with any brand comes down to who's the individual behind it. So, if you can showcase your personality in a way that conveys the authenticity but also something that people would want to hang out with. So if you're a dry, dry, dry personality, cool. Make that part of your shtick. Make that part of who you are as an individual. Put that into your writing or your content. If you want to be a class clown, awesome. Put that into whatever personality you're trying to put out there. But people want to hang out with people that they would want to hang out with, and whether they want to buy a training program or keep coming back to the website or doing whatever, make it something where people actually enjoy the process versus reading stereo instructions."

Our recommended Strategies

• If - Small social media following, Low website traffic, Small emailing list
• Then - Work on growing social media following and emailing list . Offer low cost pre-made training with the goal to upsell to higher ticket individualized training. Make it a goal to have 5 online individualized clients.

Our recommended Strategies

• If - Large social media following , high website traffic , large emailing list
• Then - Offer low cost options, and medium-high cost subscription services . Offer small amount of high ticket individualized training

Our recommended Strategies

• There is no perfect strategy. Find your niche. Find what works for your target demographic. Stick with that.
• Engaged social media followers and verified emails are GOLD

Section 4: Other Strategies

• Free offerings: Highly debated. If done correctly, can be highly effective. Should not be “free”
• Affiliate marketing: Highly debated. Choose your affiliates wisely – only use known/trusted affiliates. Think outside the box

Other Strategies

• Referral generation: Word of mouth is your best friend. Set up exciting incentive programs
• Give-aways/contests: Highly effective. Be willing to lose some at first to make more later. Think outside the box

Section 5: Software

• When is it smart (and not smart) to use an online training software?
• Automation is key to scaling
• Best online training software on the market
• How to find the software that’s the best fit for your business

Section 5: Software

• When is it smart (and not smart) to use an online training software?
• Automation is key to scaling
• Best online training software on the market
• How to find the software that’s the best fit for your business

Action Steps

• Find/Discover your niche
• Focus on social media and email lead generation
• Thing big, start small
• Write down 5 people to contact about online training

Thank you

• Cameron Earhart Cameron@Exercise.com 813-213-4532
• Give-away
• Set up a demo

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