We’ll look at the big picture of marketing and sales in the Modern Training Gym and understand the key elements, including sales funnels, metrics and a joined-up approach. In your first coaching call, we’ll run through your Marketing and Sales audit, discuss your goals for completing the course, and start coaching you through your particular challenges.

Key topics:

• Marketing and Sales in the Modern Training Gym
• The Three Ps
• Introduction to the Marketing and Sales Funnel
• Marketing and Sales Systems
• The Joined-Up Approach
• Managing Your Metrics
• Marketing and Sales Audit
• The Three Ms

In this module, 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 ground this in your wider marketing and sales strategy, helping you find the sweet spot that makes you a “market of one”.

Key topics:

• The Modern Training Gym Client
• SWOT analysis
• Competitor analysis
• Market Analysis
• Client Avatars

You’ll define and articulate the communication building blocks for your brand: your Core Values, Mission Statement and Brand Narrative. We’ll guide you through the process of finding a business brand and identity that has authenticity and meaning for you; and that will resonate successfully with your target market.

Key topics:

• Messaging Fundamentals
• Core Values
• Mission Statement
• Brand Narrative
• Creating a Remarkable Brand

In this module, we’ll take a closer look at the key marketing channels open to you, including website, email, social media and advertising. You’ll learn how to be analytical about which of these you use to support your wider marketing strategy, and get stuck in with the nuts and bolts of both execution and delegation.

Key topics:

• The Principles of Media
• Online and Offline Marketing
• Internal and External Marketing
• Building a Website
• Email Marketing
• Facebook
• Instagram
• SEO and AdWords
• Print Advertising
• Taster Sessions and Open Days

Module Five is focused on drawing together the strands of marketing you’ve covered so far, uniting your Market, Message, and Media into a coherent pathway for success. You’ll use this to put together a Marketing Plan and Calendar and a Content Schedule to flesh out the ‘how’ of your day-to-day marketing operations. With your Course Mentor, you’ll review these plans and create a solid marketing strategy for the coming year and beyond.

Key topics:

• Your Three Ms
• Your Marketing Plan
• Your Marketing Calendar
• Outsourcing Your Marketing

The Modern Training Model focuses on a high yield approach that maximises lifetime customer value. In this module, you’ll learn how to successfully sell a premium service with a matching price tag. We’ll guide you through the Staged Sales Process, creating systems and messaging for your Member Journey that dial down on maximising both conversion and retention rates.

Key topics:

• Introduction to Sales
• The Staged Sales Process
• The Assessor
• Enquiry handling
• Taster Sessions and Open Days
• The 30-Day Trial
• The First 90 Days
• Lifetime Loyalty
• Referrals and Lapsed Members

Sales is one of the most misunderstood and underutilised functions of many fitness businesses we coach. In this module, you’ll be asked to rethink your preconceptions about sales and realise it’s integral to every step of the customer journey. In your fifth coaching call, we’ll review your entire sales process, troubleshooting your obstacles to conversion and creating a robust sales journey.

Key topics:

• Rethinking Sales
• The Psychology of Selling
• Everything (and Everyone) is Sales
• The Sales Journey

In the final module, you’ll bring all your learnings together in a series of exercises, covering marketing and sales funnels, KPIs and the all-important joined-up approach. In your final call with your Course Mentor, you’ll integrate all your learning into a concrete action plan for the coming months and years, tying your strategy in with your numbers.

Key topics:

• Your Marketing and Sales Funnel
• Your Joined-Up Approach
• Your Sales and Marketing KPIs