Course Detail

The Assessor

Optimise the pivotal role of the assessor to transform your customer journey
 

If there’s one under-valued and under-utilised role in your business, it’s most likely to be that of the assessor – even if that role is filled by you.

The assessor is a lynchpin role that’s as much about sales sense as it is technical know-how. They are one of the first touchpoints with your business; your client’s dedicated guide as they navigate their new environment. The assessor’s effectiveness within their role can directly impact your member retention rate.

Thinking of the assessor as a salesperson is the first, often eye-opening, lesson in this revealing course. You’ll cover the importance of the assessor and what the role can do for your business, especially in the early days, as you plot out a methodical and effective member journey.

Course Overview

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

Flexible online format

Designed to be completed over six weeks, the eleven-module Assessor course is delivered via an intuitive, video-led online platform, an interactive Digital Workbook, formal assessment, and three one-to-one calls with your expert Course Mentor.

Personalised support

Your IFBA Course Mentor will be coaching you at every step of your journey, providing their invaluable expertise and empowering your growth. An expert industry leader with a proven track record of success, your mentor will be someone who has been both an assessor and an operations director of a successful, multi-site operation. You’ll schedule your three calls with your Course Mentor from the very first session, so you can map out your own personal development from the get-go.

In The Modern Training Gym business model, the role of assessor is often taken by a senior member of the coaching team, or by the business owner themselves. The assessor may be the gym manager, membership manager, head coach, or head of programming; any of these roles may coexist under one ‘hat’ for the person in the assessor role.

The assessor covers these key areas of the business:

  • Selling trials
  • Converting those on trials to full members
  • Performing the evaluation process
  • Overseeing and delivering the client experience from days zero to 30
  • Facilitating the handover of the client experience to the coaching team from days 30 to 90

The Assessor course is geared towards anyone who wants to improve the sales performance of their business. They may be a head coach who is taking on more sales responsibilities or a business owner who wants to improve conversion and onboarding rates at their gym. They could be someone new to The Modern Training Gym approach or an established player who wants to fine-tune their sales process.

On this unique six-week journey, you’ll receive:

  • Three high-impact coaching sessions with a leading industry professional who will personalise your learning experience, focusing on your own goals and challenges to ensure maximum impact for your business
  • A tailored, personalised Digital Workbook completed alongside your expert mentor
  • A redesigned member journey, ready to roll out in your gym – use it to train your staff and to create a smooth and highly efficient sales approach across the whole business
  • An assessor handbook with every step of the member journey mapped out, including scripts and templates for each key customer interaction
  • A display-quality, printable award certificate
  • A digital certification badge for your website and social channels

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. The IFBA’s Modern Training Gym business model offers customers a complete wellbeing experience that boosts their immunity and longevity, and shows business owners how to maximise their profits and inspire customer loyalty.

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

Online Access

Flexible online format

Designed to be completed over six weeks, the eleven-module Assessor course is delivered via an intuitive, video-led online platform, an interactive Digital Workbook, formal assessment, and three one-to-one calls with your expert Course Mentor.

Personalised support

Your IFBA Course Mentor will be coaching you at every step of your journey, providing their invaluable expertise and empowering your growth. An expert industry leader with a proven track record of success, your mentor will be someone who has been both an assessor and an operations director of a successful, multi-site operation. You’ll schedule your three calls with your Course Mentor from the very first session, so you can map out your own personal development from the get-go.

Who It Is For

In The Modern Training Gym business model, the role of assessor is often taken by a senior member of the coaching team, or by the business owner themselves. The assessor may be the gym manager, membership manager, head coach, or head of programming; any of these roles may coexist under one ‘hat’ for the person in the assessor role.

The assessor covers these key areas of the business:

  • Selling trials
  • Converting those on trials to full members
  • Performing the evaluation process
  • Overseeing and delivering the client experience from days zero to 30
  • Facilitating the handover of the client experience to the coaching team from days 30 to 90

The Assessor course is geared towards anyone who wants to improve the sales performance of their business. They may be a head coach who is taking on more sales responsibilities or a business owner who wants to improve conversion and onboarding rates at their gym. They could be someone new to The Modern Training Gym approach or an established player who wants to fine-tune their sales process.

What You Get

On this unique six-week journey, you’ll receive:

  • Three high-impact coaching sessions with a leading industry professional who will personalise your learning experience, focusing on your own goals and challenges to ensure maximum impact for your business
  • A tailored, personalised Digital Workbook completed alongside your expert mentor
  • A redesigned member journey, ready to roll out in your gym – use it to train your staff and to create a smooth and highly efficient sales approach across the whole business
  • An assessor handbook with every step of the member journey mapped out, including scripts and templates for each key customer interaction
  • A display-quality, printable award certificate
  • A digital certification badge for your website and social channels

Learning With Us

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. The IFBA’s Modern Training Gym business model offers customers a complete wellbeing experience that boosts their immunity and longevity, and shows business owners how to maximise their profits and inspire customer loyalty.

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 Assessor 101

The assessor is a client’s first point of contact. In the hands of a good assessor, potential members are welcomed, reassured and made to feel valued right from the moment they step into your business. This opening module covers the scope of the role of assessor, how to choose the right person or develop the right characteristics for it, and the impact that person can have on the business as a whole.

Key elements of the module:

  • The Changing Fitness Industry
  • The Modern Training Gym
  • Who is the Assessor?
  • The Importance of the Assessor
  • Assessor Job Description
  • What Makes a Good Assessor?

Module Two: Good Systems, Great Business

We’ll look at how the crucial role of assessor can be managed, systemised and measured in order to streamline your sales process and improve your customer journey. We’ll give you the tools you need to improve your approach to tasks and show you how best to manage your time, to ensure you make a big impact in the role.

Key elements of the module:

  • Systems Introduction
  • Why Have Systems?
  • Systemising the Assessor Role
  • Time Management
  • Systems Tools
  • The Cycle of Action
  • Assessor KPIs

Module Three: The Psychology of Success

The assessor should have a deep understanding of the members’ experience within your business, and know how to support them at every stage of their journey; from when they walk through the door, feeling overwhelmed, to further down the road, when they want to make lasting changes to their lifestyle. We’ll look at how psychology plays an integral part in the assessor role.

Key elements of the module:

  • Introduction to Behaviour Change
  • The Behaviour Change Curve
  • The Science of Habits
  • Creating Habit-Based Success
  • Goal Setting
  • Creating Self-Accountability

Module Four: Leadership and Communication

Leadership skills are a key attribute of the assessor, as they are a role model to both clients and staff. But being a strong leader is more than control and command; it’s asking the right questions and listening effectively – in short, communication and engagement. This module focuses on the importance of communication in understanding what makes your customers tick and facilitating them in reaching their potential.

Key elements of the module:

  • What is Good Leadership?
  • The Importance of Listening
  • Asking the Right Questions
  • Radical Candour
  • The Five Core Concerns
  • Understanding Communication Styles

Module Five: Planning the Customer Journey

We’ll take a closer look at every step on your members’ experience – from their first contact to full membership to lifetime loyalty – and give you key principles to apply to design a process that fits your own business. We’ll touch on selling higher-priced memberships and how nutrition can play a part in enhancing your clients’ journeys and your own profitability.

Key elements of the module:

  • Member Journey Overview
  • The Staged Sales Process
  • The Principles of Journey Design
  • Creating Your Customer Journey
  • Nutrition: The Bigger Business Picture
  • The Staged Nutrition Journey
  • Nutrition: The Basics
  • Nutrition: The Personalised Approach

Module Six: Prospects to Trialists

Utilising the insights we gained on the customer journey in the last module, we’ll now delve even deeper into each stage. We’ll contextualise the assessor role within the bigger picture of your business, covering the handover from marketing to sales and the importance of a coherent approach in converting customer leads into potential clients. We’ll show you how to price your offering, structure your membership model and lower the barrier to entry with tours, open days and taster sessions.

Key elements of the module:

  • The Marketing and Sales Funnel
  • The Joined-Up Approach
  • Converting Prospects to Trialists
  • The Tiered Membership Model
  • Pricing Your Membership Model
  • Sharing Your Pricing
  • Enquiry Handling
  • Gym Tours
  • Taster Sessions

Module Seven: The Client Evaluation Process

First impressions count. The evaluation is an opportunity to win the client over, but all too often, gyms make it too intimidating. We’ll focus on this pivotal point in the sales process, demonstrating how to make people feel welcome in your community while showcasing the quality of the experience your business is offering.

Key elements of the module:

  • The Four-Stage Evaluation
  • The Meet and Greet
  • The Interview
  • The Physical Assessment
  • The Member Setup

Module Eight: Trialists to Members

Sales isn’t complicated, but it also isn’t easy. Focusing on your client’s all-important first month within your business, we’ll consider how the traditional hard sell won’t turn trialists into members. Instead, good communication, excellent service and a welcoming atmosphere will create an environment where signing up to your gym is an obvious choice for the client.

Key elements of the module:

  • Rethinking Sales
  • The Psychology of Selling
  • Content Marketing vs Traditional Sales
  • Everything (and Everyone) is Sales
  • The Sales Journey

Module Nine: Days 30 to 90

A significant number of new members can drop off around the 90-day mark. This module looks at setting standards between days 30 and 90 on a customers’ journey to ensure they stick around for many months and years to come. We’ll cover how to create a personalised experience focused on the member, removing the anonymity of the traditional gym experience and highlighting the reasons to remain part of the fitness community you’ve created.

Key elements of the module:

  • Handover to the Coaching Team
  • The Importance of Follow-Up
  • Embedding Belonging
  • One-to-One Reviews
  • The Membership Experience

Module Ten: Creating Lifetime Loyalty

It makes more financial sense to keep a client than to find a new one. Although holding onto clients is not always the domain of the assessor, they still play a crucial part in a member’s long-term journey. We’ll not only cover member retention – we’ll give you the means to create a tribe of evangelists who want to refer others and champion the community your business is home to.

Key elements of the module:

  • Retention
  • Member Value
  • Business Brand and Core Values
  • The Order of Play
  • Retention Strategies
  • The Power of Referrals
  • Designing the Referral Process
  • The Assessor and the Community

Module Eleven: Creating Lifetime Loyalty

We’ll encapsulate everything you’ve learned about the assessor role and use it to design your own member journey for your client community, team members and facility. We’ll map out the key stages, then break them down into clear tasks with associated KPIs, creating templates and tools for each process. We’ll streamline the whole process to maximise your sales.

Key elements of this final module:

  • Your Member Journey
  • Your Assessor Wireframe

Knowledge you’ll gain from this course:

An unsung hero

Learn that technical skill is just one part of the story; an effective assessor must be a salesperson and a relationship builder to boot.

A secret weapon

Define the essential skills and attributes of the assessor, then watch them make an incredible impact on your business.

Building trust

Explore the assessor’s role as an intrinsic part of the customer journey, from the initial consultation through to lifelong loyalty.

Systemising the role

Manage the multifaceted role of assessor and enhance your customer’s journey by leveraging the power of data, software and automated communications.

Ready to discover your secret weapon?

The Assessor course costs £999.

Enroll

Frequently Asked Questions

What’s my study time?

The Assessor is designed for rapid professional growth. The eleven modules are expected to take a total of 60 hours’ study time – ten hours per week. There’ll be three, 45-minute, in-depth one-to-one calls with an expert IFBA Course Mentor who’ll be an ongoing support and source of inspiration throughout your journey.

When does the course start?

You can start at any time. As soon as you sign up, you can download your Digital Workbook and you’ll receive a prompt to book your first coaching call. Your next two sessions can then be booked directly with your Course Mentor.

Is there a time limit to complete the course?

This is a structured learning experience, carefully planned out on a six-week timeline for maximum impact. Each module should be completed before you move on to the next one.

Can I study online?

Yes. This means you can study any time, anywhere.

What makes this course different?

The right assessor has the ability to transform a business. The IFBA’s Assessor course is designed to bring those in the role up to the standard required to make them a valuable asset. To do that, the assessor needs to know what they’re aiming for – and this course sets the bar, empowering the assessor to become a shining star within the business and maximising sales in the process.

Note that this is not a one-size-fits-all experience; you’ll need to adapt the insights of the course to your facility’s approach and the needs of your own client community.

Delivered in a flexible, blended-learning format, the course includes an interactive online learning platform, enlightening independent study and expert executive coaching.

How much does the course cost?

The IFBA Assessor course is £999.

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

How will I be assessed?

The course will be formally assessed through online exams and you’ll attend three one-to-one coaching calls with your dedicated Course Mentor. You will also build up a Digital Workbook as you move through the eleven modules.

Do I need previous experience?

Our Assessor course is designed for anyone already in the role of assessor; or coaches who want to take on more sales responsibilities. They should be someone who knows their way around a gym, with several years of handling clients and training.

If you’re not sure you’re ready for the course, have a look through our other courses here or book a callback here.

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

Kimberley Mastrolacasa
Head of Communications, Shift Personal Training Club

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