To kick off your journey to business success, you’ll bring your IFBA Business Coach up to speed on your business as it stands, and highlight important development areas to direct your attention and energy to.

Key elements of this opening module:

• Gym Profile
• Business Health Check
• The Order of Play
• Creating Your Business Plan

We’ll take the insights you gained in Module One and use it to create a vision for your ideal future business – its values, its mission and its short- and long-term goals. We’ll work out exactly where you want to go and direct your energy there with laser-sharp focus.

Key elements of the module:

• Your ‘Why’
• Core Values
• Mission Statement
• Reverse Engineering Your Business
• 10-5-1 Goal Setting

Your membership model is the framework for a viable and consistently profitable business. In this module, we’ll introduce The Modern Training Gym approach and develop a membership model that works for you. We’ll also plan your gym timetable and cover the digital and online aspects of your business.

Key elements of the module:

• The Changing Fitness Industry
• The Modern Training Gym
• Retention
• Your Membership Model
• Your Timetable
• The Digital Modern Training Gym
• Choosing a Digital Direction

Having developed your business plan alongside the IFBA accountant, it’s now time to share it with your Business Coach. You’ll deep dive into it, working together to finalise a detailed, watertight business plan – looking at your goals and aspirations versus financial reality and the bigger picture.

We’ve taken a close look at your business in isolation – now we’ll analyse your business’s place within its wider social and economic context. You’ll gain a solid understanding of your business’s strengths, weaknesses, opportunities and threats and where it fits in relation to the competition. You’ll then add this vital information to your business plan to position your business for success.

Key elements of the module:

• SWOT Analysis
• Competitor Analysis
• Market Overview

Successful businesses all have one thing in common: they know exactly who they’re trying to serve. They understand the needs of their target audience, and their mission is to satisfy them. In this module, you’ll pinpoint who your clients are and establish how to target them effectively and give them what they need.

Key elements of the module:

• The MTG Client
• Client Centricity
• The Three Ms
• Who is Your Client?
• Creating Client Avatars

A successful business needs to be deliberate and organised in its approach to marketing, then measure, learn and course correct regularly. We’ll utilise the knowledge you’ve gained about your target audience in the last module and use it to analyse how best to communicate the quality of your business to current and future clients. You’ll start by reviewing your current brand and marketing approach, then develop a marketing strategy, marketing calendar and content schedule.

Key elements of the module:

• Marketing 101
• The Marketing and Sales Funnel
• The Joined-Up Approach
• 360-Degree Marketing
• Marketing Calendar
• External Marketing Channels
• Content Marketing
• Email Marketing
• Social Media
• Building a Website That Converts
• Marketing Plan
• Branding

Every business model is based on a set of assumptions – this module will help you turn those guesses into cold, hard facts. You’ll define and set Key Performance Indicators for your business and learn how to measure the success of those strategic goals. We’ll then cover how to plug your KPI reporting into your business plan.

Key elements of the module:

• Managing the Metrics
• Financial Reporting
• KPI Reporting Tool

When you become the head of a business, there’s a whole host of tasks that suddenly become your responsibility. In this module, you’ll learn the value of a logical, systematic approach to these tasks, creating an operational blueprint to make the business run as smoothly and efficiently as possible.

• Good Systems, Great Business
• Systems: A Caveat
• The Three Ps First
• The Cycle of Action
• Operational Checklists
• Front of House
• Stock Ordering
• Health and Safety
• Cleaning
• Gym Standards
• Financial Reporting

The Modern Training Gym approach is all about the client. Every decision made is about serving the client so they have long-term loyalty to your business and your brand. You’ll look at your sales processes, member evaluations and a member’s 90-day experience within your business, planning forward-thinking retention and referral strategies.

Key elements of the module:

• The Member Journey
• The Two-Stage Sales Process
• The First Ninety Days
• The Assessor in the MTG
• The Three-Stage Journey
• The Evaluation and Assessment Process
• Retention Strategies
• Maximising Referrals
• Reviving Lapsed Members
• Nutrition: The Bigger Business Picture
• The Staged Nutrition Journey

In order to make a success of the strategic and operational side of your business, you’ll need to be a great leader. In this module, we’ll explore some of the key principles of successful leadership and take a look at it from three distinct angles: leading the self, leading others and leading the business. You’ll appraise yourself as a leader and hone your skills.

Key elements of the module:

• The Leadership Approach
• The Three Pillars of Leadership
• Leadership Self-Evaluation
• Leading the Self
• Leading Others
• The Importance of Delegation
• Your Business Breakdown
• The Impact Doability Matrix
• The Clarity Confidence Matrix
• Leading the Business
• Organisational Chart

Your team may be the last element of this course, but it’s by no means the least important element of your business. In fact, your people are your greatest asset and building and retaining a strong team is one of your most important tasks. You’ll create recruitment and onboarding processes as well as a staff development pathway, widening your knowledge of how staff roles can work together effectively.

Key elements of the module:

• Creating a Talent Pipeline
• Employer Brand
• Attracting the Right People
• Choosing the Right People
• Staff Onboarding
• Staff Retention