Every personal trainer must read this…

Hey Fitness Pros,

I was forwarded the following article that I think every Personal Trainer should read. It may be a bit controversial but definitely addresses some important points and is a great reminder!  Maybe read it together at your next team meeting…Be sure to leave a comment on my blog. I’d love to hear what you think!


Yours in health, fitness and your business success,

Sherri McMillan

ps. If you haven’t heard yet, we’re offering 20% off our ’1st session with a Client’ Evideo.  I teach you everything you need to know to close 80-90% of your new client sales. Plus you get to see me with a real live client! It’s a great training video for yourself and your team! Click the link below for more information.





Overcoming Obstacles to Sales for Personal Trainers

Hey Fitness Pros,

As trainers, if we aren’t skilled at helping people overcome their mental barriers to taking action, then they’ll just keep THINKING about starting an exercise program forever and never actually DO anything about it! It’s our job to help people overcome the obstacles that are preventing them from reaching their goals and living their best life!

Fortunately, the obstacles that most of our clients will present us with are very common and predictable. We just need to know what they are and be prepared with a system and questions to help them overcome those obstacles to success.

For example, I’m sure you’ve heard these before…
• I want to think about
• I don’t know if I’ll stick to it.
• I’ve tried before and never experienced any results.
• I can’t afford it.
• I’m too busy

When handling someone’s concerns, try the following system guaranteed to get clients to stop thinking and start doing!

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You need to get on this asap!

Hey Fitness Pros,

Mothers Day is 2 weeks away and I wanted to make sure you’ve got something special planned for the ladies at your club. Here are some ideas that are not too late to initiate:

  • Offer a Mother’s Day special on services.  We offer specials on Personal Training, Partner Training, Massage, Pilates and heavily promote that we have Gift Certificates available.  We want people to give fitness versus flowers or chocolate!
  • Offer a Mother/Daughter/Sister/Grandma specialty fitness class.  We host Bootcamps, Zumba-a-thons, Partner Yoga and more
  • Offer a Women’s Retreat including workouts, Women’s Health workshops/lectures, lunch and maybe some pampering.  Charge a fee for the day depending on the services that you provide and you can actually make a good amount of income and treat a bunch of gals to an amazing day!
  • Give a gift to all the ladies at your studio. For example, purchase some single flowers to give to each lady who comes in and works out Mother’s Day week. Or perhaps find an inspirational poem relating to women, mothers etc and print on nice paper and give to all your gals.

Client retention is all about attention to details.  Now’s your opportunity to show these gals how much you care!

Yours in health, fitness and business,

Sherri McMillan

ps. If you were part of our Personal Training Master Mind group you would have all the fliers, templates and materials we use to market and promote all these successful programs and initiatives year-round.  Save time and make more money by mimicking our monthly internal and external marketing action steps.  Click on the link below and instantly transform your business and watch your profits soar!


Success with Groupon for Fitness Pros

Hey Fitness Pros,

We launched our 1st Groupon promotion this weekend and from our perspective, it was wildly successful.  We signed up 179 new clients! That’s 179 people and all their friends who they will rave about us to!!! A huge marketing boost!

Here is how it worked:

-        Offer: $99 for 6 Weeks of Unlimited Group Training Classes, 1 hour Personal Training session, 2-30 minute assessment sessions (before and after 6 weeks) + our Fitness Results manual ($365 Value).

-        Groupon takes 50% of revenues and then pay us the other 50% over the 60 days following the coupon (1/3 the day after, 1/3 30 days after and 1/3 60 days after). So do the math.  If we sold 179 at $99, that’s $17,721 or $8,860 to us plus 179 clients who we hope (if we do a great job) will become regular, long-term clients with us.

Easy, easy, easy…

But of course, nothing is that easy.  Now the real work begins.  We will have to make sure we do such a great job with them that they continue with us at the end of 6 weeks. So we’ve got trainers assigned to call them and help them mold into our family, hold them accountable to their goals and make sure they stay on track so they experience incredible results.  Plus, we’ll offer them an incentive of $100 off their initial package to enroll at the end of the six week program.

The most important thing is that you have to have the systems in place to ensure they have a fabulous experience with you. It’s the attention to details…for example, our Fitness Results manual to give them the info and the tools to succeed, all the new client forms we use, the tracking system we use for new clients etc.

The good news is you don’t have to invent your own systems, forms and manuals. I’ve authorized that you can purchase our a la carte Client Programs Systems and Forms for 20% off right now!  That is almost $200 off.  Just use the link below and the code CSF20 at checkout to get your discount. Plus, if you decide to go with our full Business of Personal Training Corporate Manual and Systems later (everything we use to run our million dollar PT business), we will take $600 off the full price since you already purchased this component.  You’ve got nothing to lose and millions to gain!


Yours in health, fitness & business,

Sherri McMillan

One of my biggest pet peeves…

Hey Fitness Pros,

Just returned from Spring Break in the Dominican Republic with my kids. I did another teaching vacation in exchange for free accommodations, food and drinks for myself, a guest and my 2 kids. It’s the best gig ever! World-class resort and I get to meet amazing people from all over the world!  Here’s the link again to apply to be one of their resort instructors.  You just have to ensure you’re fully certified and then you get to decide where and when you get to go on your next holiday!


Okay, so now on to one of my biggest pet peeves…

Read the rest of One of my biggest pet peeves…

Don’t make this mistake!

Hey Fitness Pros,

In the fitness industry, because people are investing in something that is intangible, they often suffer from buyer’s remorse after the purchase. They may have just invested $1,000 and their new trainer sends them away with nothing to show for it. It’s not like they can see the positive changes yet. So you have to do whatever you can to convince them that they’ve made the right decision. Start by affirming the client’s decision. For example:

“Sally, you should be so pleased with yourself. Most people just think about starting an exercise program their whole life and actually never do anything about it! You are going to be so pleased with the results!”

Next, be sure to send your clients away with a resource package that will help to quiet their concerns. Inside a folder include educational articles, testimonials and other promotional information. This will give them something to show for their investment. They can go home and look through all the material and maintain their excitement.

At Northwest Personal Training, we give all clients our NWPT Results Manual that includes excellent information on Cardio Training, Muscle Conditioning, Nutrition, Lifestyle coaching and more. It’s a great way to launch a new client’s program and ensure they have all the information they need to experience incredible results. It also demonstrates an extreme level of professionalism. We also use this manual for our Annual Spring Makeover challenge, Corporate Fitness challenges and more! Here’s a YouTube link explaining how and when we use our Results Manual.


The good news is you don’t have to invent your own manual. We offer the license to utilize our manual as your own and save you tons of time and energy! And if you purchase by the end of the month, you get $100 off. Just click on the link below and enter FRM20 at check out to get the discount.


I love making a trainer’s job easier. Trust me, you will use this manual in so many different ways and forever!

Yours in health, fitness and business,

Sherri McMillan

More info on launching a $20,000 Six week Weight Loss challenge

Hey Fitness Pros,

I’ve had a lot of questions since our last post regarding launching a successful Weight Loss challenge.  Our program lasts 6 weeks and has generated $20,000 in that short period of time.

Read the rest of More info on launching a $20,000 Six week Weight Loss challenge

Launch a successful & profitable Spring program for your clients.

Hey Fitness Pros,

Spring arrives next week and I can’t wait!  I love this time of year when days are getting longer and summer is just around the corner!

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Start a Hiking Club for clients

It’s also an exciting time for our business and we definitely take advantage of our clients’ renewed sense of energy and try to give them a ton of various programming options.  There is something available for everyone!

In the next month, we have the following programs starting:

  • Cycling Club
  • Walking Club
  • Running Clubs – 5km, 10km & Half Marathon
  • Triathlon Training club
  • Fat Loss program
  • Spring Makeover Challenge
  • Golf Conditioning program
  • Hiking club
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Clients on a Cycling Adventure

It’s a fun time of year for everyone, trainers and myself included!  If you are interested in learning how we launch these programs, contact our Fitness Education Director, Kari Schunk at kari@nwpersonaltraining.com  Also, if you are part of Personal Training Master Mind group, you get access to all the fliers, training programs and more. Make life easier for yourself by using our templates.  Contact Kari and she will take great care of you!

Yours in health, fitness and business,

Sherri McMillan

4 things to reach Million Dollar Personal Training success

Hey Fitness Pros,

There are a few things that I believe are critical to the success of any Personal Training business.

1.  Clients – Well, let’s state the obvious right?!  You need clients in order to be successful.  And of course, you want amazing, fun awesome clients.  So guess what?!  That’s exactly how you have to be to attract these type of people to your business.  Plus, you need a solid internal and external marketing plan that lets your community know who you are, what you do and entices them to come and try out your services. Our best way of attracting new clients into our business is word of mouth referrals, community outreach & business alliances and all of the events that we host.

2.  Incredible Personal Trainers – Another obvious need right?!  You need trainers on your team to grow a 7-figure Personal Training business.  And of course, you want amazing, fun, awesome trainers. So guess what?!  That’s exactly how you have to be to attract these types of people into your business!  Are you sensing a theme here yet?! The key to success in any part of your life is to surround yourself with amazing people!  And once you have them on your team, take care of them!  Remember this, how your treat your team is how they will treat your clients!

3. Strong Business Skills – If you don’t think you’re running a business, you’re probably not!  Get it?!  You have to understand how to market and promote, sell, track revenues and profits, control expenses, maintain efficient and effective administrative systems and maintain a clean and functional facility.

4.  Have fun! We work so hard to ensure our fitness and training environment is fun.  We fully understand that for most people, exercise is a chore so whatever we can do to mix things up and keep things light and fun is going to help a ton!  If you can get clients smiling that goes a long way towards client loyalty and retention.  Every month we’ve got a ton of stuff going on at the studio…whether it’s specialty holiday classes, a crazy cool event or just everyday initiatives, we strive to ensure our clients are working out regularly, achieving fabulous results and laughing a ton along the journey! Here’s some photos from an event we just hosted this weekend!  What a blast!

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Crazy for March Muddy Madness

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Crazy costumes at March Muddy Madness

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Putting functional fitness to use

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Flipping Tires in the mud has never been so fun!

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Boys will be boys! Clients bring their kids and it becomes a family event!

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We make it a family event

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Do you like the finisher's medal. We also gave out socks and gloves with our logo on them too!

Read the rest of 4 things to reach Million Dollar Personal Training success

Launch a wildly successful Weight Loss Challenge

Hey Fitness Pros,

Spring is on the way and people start thinking about getting in great shape for summer.  The days are getting longer and people have a renewed sense of energy! So it’s the perfect opportunity to launch a “Spring Makeover Challenge” or a “Biggest Loser” competition.

Our Spring Makeover Challenge is one of our most successful programs of the whole year.  We generate $15,000-$20,000 directly from this one 6 week program.

Here’s some details from our program:

  • People register in advance for a variety of different program options based on their needs. For example, some people just want the friendly competition and that is enough to motivate them to do what they need to do so they pay only $47 to enroll.  Others want more private instruction and will enroll in the program that includes personal training two times per week for $997.
  • People sign up to various trainer’s teams.  Each trainer is responsible for recruiting team members up to a maximum of 15 people per team. Teams compete against each other and trainers get bragging rights if their teams win.
  • We schedule a launch date.  This year our program launches on Wednesday April 13th. At this meeting, we do a review of the program expectations including workouts and nutrition and then each team meets with their trainer. Our programs are typically 6 weeks long.
  • We do baseline measurements the first week, weekly weigh-ins are completed and then final measurements are done.  Team progress is reported weekly so teams can see how they are doing.
  • We host a big party at the end of the program where winning teams are announced.  Results are calculated based on team with greatest % weight loss.  (Total Team Weight Loss / Total Team Starting Weight)
  • Each participant receives a gift.  Past years we have given t-shirts or gym-bags.
  • Each participant also receives our ‘Fitness Results Manual’.  This is the resource that we use to guide each participant throughout the program.  It has all the information they need to ensure success and document their progress including logs.  We actually sell the license to utilize this manual for all your programs.  It will be the most valuable resource you use in your business and will save you tons of time and money trying to create your own.  You can email kari@nwpersonaltraining.com and she can provide you with more details or click on this link to order  http://www.businessofpt.com/fitness-results-manual/ I have set up a discount of 20% off the cost of this manual for all my blogging buddies.  Use Promo Code  FRM20.
  • We promote this program on our website, in our enewsletters and on Facebook.  We also post fliers at our studio and throughout our community.  Each program attracts approximately 200 participants so it’s well worth your time. In addition, many non-clients participate in the program, get introduced to our studio and how cool our trainers are and then become regular clients so it’s a fabulous marketing initiative also!

Yours in health, fitness and business,

Sherri McMillan