Course Detail

Marketing and Sales Incubator

Strategic communications are the key to client engagement.
 

This intensive course demands that you reassess everything you thought you knew about marketing and sales. At the end of it, you’ll understand the big picture of client communications and have a confident grasp of proven methods to drive client take-up, ensure conversion and raise retention.

Through a series of one-to-one coaching calls and a focused study of online modules and interactive exercises, we’ll support you through the creation of a bespoke marketing and sales strategy and action plan.

This is a personalised, hands-on course delivered by fitness business pioneers with proven expertise in starting, running, and scaling successful gyms. In a world where in-person support and first-hand experience are becoming a rarity, the Sales and Marketing Incubator represents a unique experience and a transformative ROI.

Course Overview

Online Access
Who Is It For?
What You Get
Learning With Us

Flexible online format

The eight-week online course is presented in an intuitive video-led format, designed to fit around you. The accompanying Marketing and Sales Portfolio is your interactive workbook, guiding you through the process of creating a detailed marketing strategy – and executing it.

Personalised support

The course is delivered by leading professionals with proven expertise in starting, running, and scaling successful gyms. The six sessions with your mentor from the IFBA Education Team will offer tailored support for your individual marketing and sales challenges and ongoing growth.

The Sales and Marketing Incubator isn’t a walk in the park or a done-for-you package. It’s a short, sharp and impactful professional development course that will demand a high level of application and dedication.

Perfect for you if you are:

  • An ambitious PT aspiring to fitness leadership
  • A facility owner looking to grow and scale your business
  • A fitness manager seeking mastery over the sales and marketing aspects of their role
  • A fitness leader looking to upskill their marketing and sales hires

This is a 360-degree, end-to-end marketing and sales strategy packed into one course.

Throughout the eight-week journey you’ll receive:

  • Six high-impact coaching sessions with a leading industry professional who will challenge, motivate and inspire you.
  • A tailored, personalised Marketing and Sales Portfolio completed alongside your expert Course Mentor – including a detailed outline for planning, executing, and evaluating your marketing and sales approach.
  • A display-quality, printable award certificate.
  • A digital certification badge for your website and social channels.

Why learn with the IFBA?

The IFBA is dedicated to setting the standards for the fitness industry, professionalising the careers of fitness practitioners and leaders across the globe.

The fitness industry is changing. Competition is increasing and clients expect experiences that revolve around their own needs and give them tangible results. We take a step away from gimmicks and drag-and-drop solutions, instead working with you (not for you) to give your business the marketing and sales capability it needs to rise above the competition – and hold that position in the long-term.

The IFBA is an accredited Training Provider with the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA).

Course Format

Flexible online format

The eight-week online course is presented in an intuitive video-led format, designed to fit around you. The accompanying Marketing and Sales Portfolio is your interactive workbook, guiding you through the process of creating a detailed marketing strategy – and executing it.

Personalised support

TThe course is delivered by leading professionals with proven expertise in starting, running, and scaling successful gyms. The six sessions with your mentor from the IFBA Education Team will offer tailored support for your individual marketing and sales challenges and ongoing growth.

Who It Is For

The Sales and Marketing Incubator isn’t a walk in the park or a done-for-you package. It’s a short, sharp and impactful professional development course that will demand a high level of application and dedication.

Perfect for you if you are:

The Advanced Coaching Course is perfect for:

  • An ambitious PT aspiring to fitness leadership
  • A facility owner looking to grow and scale your business
  • A fitness manager seeking mastery over the sales and marketing aspects of their role
  • A fitness leader looking to upskill their marketing and sales hires

What You Get

This is a 360-degree, end-to-end marketing and sales strategy packed into one course.

Throughout the eight-week journey you’ll receive:

  • Six high-impact coaching sessions with a leading industry professional who will challenge, motivate and inspire you.
  • A tailored, personalised Marketing and Sales Portfolio completed alongside your expert Course Mentor – including a detailed outline for planning, executing, and evaluating your marketing and sales approach.
  • A display-quality, printable award certificate.
  • A digital certification badge for your website and social channels.

Learning With Us

Why learn with the IFBA

The IFBA is dedicated to setting the standards for the fitness industry, professionalising the careers of fitness practitioners and leaders across the globe.

The fitness industry is changing. Competition is increasing and clients expect experiences that revolve around their own needs and give them tangible results. We take a step away from gimmicks and drag-and-drop solutions, instead working with you (not for you) to give your business the marketing and sales capability it needs to rise above the competition – and hold that position in the long-term.

The IFBA is an accredited Training Provider with the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA).

Outline of the Course

Module One: The Foundations

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

Module Two: Market

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

Module Three: Message

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

Module Four: Media

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: Joined-Up Marketing

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

Module Six: The Sales Funnel

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

Module Seven: The Art of Selling

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

Module Eight: Next Steps

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

Knowledge you’ll gain from this course:

No stone unturned

With a thorough understanding of your customer and their journey, you’ll learn how to build effective marketing and sales funnels from top to bottom.

First things first

You’ll learn why understating your market is the cornerstone that comes first before you can think about message and media.

Joined-up thinking

You’ll be empowered to tie all your newly learned sales and marketing processes together in a cohesive, systematic plan.

Theory into action

You’ll come away with a suite of practical resources and tools to apply to your business, helping you to attract, convert and retain the right customers.

Ready to rethink marketing and sales?

The Marketing and Sales Incubator costs £1999.

Enroll Now
Be the first to know when our new course goes live in early 2021.
 
 

Frequently Asked Questions

What’s my study time?

This is an eight-week intensive course with a total study time of around 80 hours – eight to ten hours per week.

This includes six 45-minute one-to-one coaching calls with a fitness sales and marketing expert from the IFBA Education Team.

When does the course start?

You can start at any time. Once we’ve processed your payment, you’ll receive an email with login details, your Marketing and Sales Portfolio, and a prompt to book your first coaching call.

Can I study online?

Yes. Which means you can study anytime, anywhere.

What makes this course different?

This is more than just a marketing course. You’ll get wraparound support to grow as a fitness leader, developing your professional potential and preparing you to lead your team and business to success. And this is no passive learning experience; you’ll receive individual mentoring and support from expert coaches and business leaders who have proven expertise in this role.

How much does the course cost?

The Marketing and Sales Incubator costs £1999.

At checkout, you’ll be offered a range of instalment payment options. IFBA Insights subscribers and their staff enjoy a 25% discount; Leadership Group and their staff members get 50% off full price.

How will I be assessed?

The course is formally assessed through online exams, one for each module. This sits alongside an extensive Marketing and Sales Portfolio, which will lead you through a series of exercises and culminate with a marketing and sales strategy and execution plan, formulated with your course mentor.

Do I need previous experience?

The Incubator is aimed at business leaders or influencers with direct oversight of the marketing and sales process and strategy – or who aspire to be. If you aren’t sure if you’re ready for the course, just drop us an email at HQ@theifba.com or book a callback here.

What qualification will I receive?

Once you’ve successfully completed the course, you’ll receive a digital IFBA Marketing and Sales certificate to print and display. You’ll also receive a digital badge to add to your website and social channels, allowing you to share your IFBA certification with members, prospects, and fellow professionals.

“We’ve been able to implement so many changes at SHPT thanks to the IFBA. The progress has been enormous!”

Kimberley Mastrolacasa
SHPT

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