Question

Topic: Taglines/Names

Personal Trainer Offering Small Bootcamps & Pt

Posted by thekidsadams on 12/10/2012 at 11:37 AM ET 125 Points
Hi, I will be opening my personal training business shortly and will be sharing space with a martial arts/MMA gym. I intend to focus on small group (4-6 ppl) bootcamps and one-on-one training. The workouts are hard and intense. I guess you could say they are a CrossFit inspired, but I am not a CrossFit instructor and do not intend to become. I love some of the thing CrossFit does, but dislike others. Some bootcamps could involve some non-contact kickboxing/Muay Thai moves and bag work. Other camps could strictly be intense station oriented. The workouts are constantly evolving and changing and aiming for not doing the exact same workout twice, keeping it fresh. The gym (warehouse space) will not have conditioned air and is a no frills place. I won't have any weight machines, we will use body weight, bands and dumbbells/barbells/plates, as well as custom made (sounds better than homemade, lol) plyo boxes, dip bars, etc. Additionally I will have some cardio machines. I know what I want to do but am struggling to come up with a name and tag line. BTW, my personality is "what you see is what you get", I don't tend to sugarcoat anything and you definitely know where you stand, no games/drama. I love the feeling I get when I am working with a client and what I am trying to teach them clicks and they "get it" and when class is over when they are proud of themselves for making it through the workout and the accomplishment they feel that I helped with! Thank you!!
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RESPONSES

  • Posted by thekidsadams on 12/10/2012 at 1:46 PM Author
    Perhaps I didn't give you all the info you needed to make name/tag line suggestions. The closest competition is 20 minutes away. My price point will be 30% less than what the closest CrossFit gym is offering. The objective is expand the current gym offerings, to offer a fun, hard workout for an affordable price, to open workouts to parents of the kid's in karate, to open bootcamp classes at an affordable rate to the university students 2 miles away, to help clients reach their fitness goals. I believe I have cover your concerns, if not please let me know and I can provide you additional infor.
    Thanks for your time :)
  • Posted by Jay Hamilton-Roth on 12/10/2012 at 1:51 PM Accepted
    No Frills Bootcamp
    No Hype Bootcamp
    Simply Great Workouts
  • Posted by mgoodman on 12/10/2012 at 2:19 PM Accepted
    Who is your primary target audience? Where do they live? What benefit will they expect from your personal training business?

    Your clients will care much more about "what's in it for them" than what you want to do, or what your personality is. So identify the benefit, and we'll come up with ways to express that in a name/tagline.

    As for pricing, a price point that is 30% less than competition really announces that your offering is inferior. Are you sure you want to do that? It's clear you're sensitive to the fact that your facility is not so great, but a 30% price difference is really a major statement about what you think your services are worth. You might consider finding a better location so you can set your prices closer to what your clients will want to pay. We've learned many times that consumers prefer to pay a premium price for superior products/services, rather than a lower price for inferior products/services.
  • Posted by thekidsadams on 12/10/2012 at 3:17 PM Author
    Target clients would be existing parents of the kids karate program, university students (they are iffy) and the 20-50 somethings wanting to find their inner "beast mode" they never knew they had!. I know that is pretty broad but people of all ages are trying to get in shape, better their health etc. My idea of where they live would be within 20 minutes of the location.

    The benefit's would be:
    2-3 time a week commitment, 2-3 hours, not everyday
    Fits today's busy lifestyle
    varied workout not the same boring treadmill or elliptical day after day
    compete against yourself
    individualized attention
    smaller sized classes
    bootcamp is for everyone, everything can be modified to your levels
    sense of accomplishment when workout is completed
    non-intimidating supportive atmosphere

    The price point being so much less comes from CF is pushing $140 per month and I feel that is unreachable by so many people who want to work out hard. I am looking more in the neighborhood of high $90's to low $100's for 3 classes a week for the bootcamp. Personal 1 on 1 will be offered as well. I appreciate the point of people being willing to pay a premium price for a superior product and will definitely reevaluate the pricing strategy but definitley want to be competing with CF with a reasonable price.

    I work a full time job as an accountant and I know that myself and most of my co-workers/friends would be hard pressed to spend the money on CF each month for one, nonetheless for 2 people. My goal is to give them something that they afford, be proud of, feel like they busted hump after a work out! I will be dong this as a side job in the evenings, weekends & possibly early morning ( I can have flexible hours where I work). Maybe someday I can do it full time :)
    Thanks again for everyone's feedback, I really do appreciate your time!
  • Posted by thekidsadams on 12/10/2012 at 3:19 PM Author
    *I meant to say 2-3 day a week commitment for the workout, 1 hour each workout, 2-3 hours total a week
  • Posted by jditzel on 12/11/2012 at 3:45 AM Accepted
    I believe you have too many target markets. Pick one target and decide the primary benefit you will offer them. Your branding and tag lines will be easier to determine after that. Use direct response advertising with an irresistible offer to drive initial traffic.

  • Posted by Moriarty on 12/11/2012 at 5:49 AM Accepted
    Firstly on price: forget competing on price. It will do you no good. Make your service affordable by making your sessions more effective. Make it so that they get "homework" that they can do each morning without your help. That way they only need come in once a week and that one session is then worth $100.

    Or more.

    Think not of what you offer, which is in a very real way an answer. Think of the question that answer answers. Because that is the question in your customer's head when they are thinking about fitness.

    Point your advertising in this direction and you will have effective advertising because nobody else is thinking that way.

    M xx

  • Posted by mgoodman on 12/11/2012 at 8:01 AM Moderator
    Just for the record, those "benefits" are mostly features, not benefits.
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