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SYO Personal Training 3E Compiled.Pdf Entrepreneur Press, Publisher Cover Design: Jane Maramba Production and Composition: Eliot House Productions © 2012 by Entrepreneur Media, Inc. All rights reserved. Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Business Products Division, Entrepreneur Media Inc. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Personal Training Business: Entrepreneur’s Step-by-Step Startup Guide, 3rd Edition, ISBN: 978-1-59918-480-7 Previously published as Start Your Own Personal Training Business, 3rd Edition, ISBN: 978-1-59918-426-5, © 2012 by Entrepreneur Media, Inc., All rights reserved. Start Your Own Business, 5th Edition, ISBN: 978-1-59918-387-9, © 2009 Entrepreneur Media, Inc., All rights reserved. Printed in the United States of America 16 15 14 13 12 10 9 8 7 6 5 4 3 2 1 Contents Preface . xi Chapter 1 Introduction to Personal Training . .1 What Do Personal Trainers Do? . 2 Meet the Experts . 6 Who Is Your Market? . 9 Is This Business for You? . 11 Credibility and Credentials . 12 Continuing Education . 15 Chapter 2 Designing Your Business . .17 Business Plan Elements . 18 To Market, to Market . 20 The Competitor You Can’t See . 22 Committed Long Term. 22 The Industry’s Showcase . 24 Selling Related Products . 24 Establishing Policies and Procedures . 25 Cancellation Policy . 25 Late Policy . 27 Think About the Unthinkable . 28 Are You Liable? . 30 Are You on a Mission? . 32 Chapter 3 Structuring Your Business . 37 Legal Structure . 38 Business Insurance . 40 Licenses and Permits . 41 Professional Advisors . 43 What’s In a Name? . 46 Start Your Own Personal Training Business Training Own Personal StartYour Chapter 4 Locating and Setting Up Your Business . 51 Independence or Autonomy? . 52 Recreation and Community Centers . 52 Home Gyms . 53 Personal Training Studios and Private Gyms . 54 Mobile Gym Units . 54 The Great Outdoors . 55 Commercial Facilities . 55 Chapter 5 Operating in Cyberspace . 61 Setting Up Your Website. 62 Getting Outside Help . 63 Computer-Based Training Tools . 65 Email Dos and Don’ts . 66 Boosting Traffic . 67 Website Disclaimer . 68 Chapter 6 Create Social Media Presence in 19 Baby Steps . .69 Making Use of Heavy Traffic Sites . 70 Where’s My Tribe? . 70 Baby Steps . 72 Words Are Hooks . 77 How Are the Pros Using Social Media? . 77 vi Contents Good Habits Die Hard . 80 Building Relationships Takes Time . 80 Chapter 7 Setting Yourself Apart . 83 Trends . 84 Zumba . 85 Destination Venues . 87 Group Training . 88 TRX . 90 Yoga, Stretching Arts, and Preventative Therapy . 90 Baby Boomer Fitness . 93 Wellness Coaching . 94 Functional Training . 97 At the Core . 98 Choosing a Niche . 99 Consider Your Strengths and Likes . 100 Chapter 8 Startup Expenses and Financing . 103 Sources of Startup Funds . 104 Equipping Your Business . 106 Telecommunications . 112 Office Supplies. 114 Exercise Equipment . 115 Vehicle . 117 Adding It All Up . 118 Chapter 9 Staffing: Maximizing Your Human Resources . .121 Where to Look . 122 Evaluating Applicants . 124 Once They’re on Board . 128 Paying Your Employees . 130 Employee Benefits . 130 Employees or Independent Contractors? . 131 Noncompete and Confidentiality Agreements . 132 vii Chapter 10 Building Client Relationships . 135 The Initial Consultation . 136 As the Boss . 138 Critical Documents . 139 Informed Consent, Release, and Assumption of Risk . 139 Physician Consent/Clearance . 141 Fitness Assessment . 141 Client Records . 141 Keeping Your Clients Motivated . 142 Clients as Allies . 143 Can Clients Reach You? . 144 Start Your Own Personal Training Business Training Own Personal StartYour Chapter 11 Advertising and Marketing . 161 Marketing 101 . 162 Getting the Word Out . 163 Direct Mail . 165 Collateral Materials . 167 The Real Gold Mine . 167 Medical Referral Programs . ..
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