Art's Blog

Never Ending Cash Cow.... by Art Rothafel

2009-11-30T18:49:53-08:00

Wow... this marks the end of my 20th year in the fitness industry!

The whole time I've been blogging, lecturing and writing about the advantages of providing weight-management services as a business model in the fitness environment.

Weight-Management Education

Weight-Management Programs

Weight-Management Products

Weight-Management Marketing

Here's a free download with some Weight-Management Programming ideas and concepts that you can implement right away. (pdf)

Download Concepts Brochure

The Weight-Management Model (however you choose to develop it) is a never ending cash cow for credible fitness professionals.

If you have MS Publisher, you can go here, navigate to FREE POSTERS and download the raw MSPub file called Weight-Mgmt Brochure and edit for your own use!

Moo!

Your Own Turnkey System... by Art Rothafel

2009-11-27T06:55:01-08:00

Several club owners and fitness professionals have recently asked if we have a turnkey "system" especially for weight-management.

Turn-key systems often fail because they can't be modified (much less branded) and therefore don't necessarily fit a particular club/studio environment or market area.

Private Label Fitness is dedicated to providing the tools for you to build your own CUSTOMIZED SYSTEM to meet your specific group of clients in your specific market area.

Look at the different ways to build your own BRANDED SYSTEM. Plus, how many of these systems could actually be implemented as an online coaching program.

Here's the trick. You have the POWER and CONTROL to build YOUR OWN TURNKEY SYSTEM.

More, Less or Nothing.. by Art Rothafel

2009-11-22T17:29:46-08:00

I had an enlightening conversation with my friend Em Coyer the other day. He pointed out there is no longer such a thing as a Next Generation Trainer!

"At this point," he said, "the next generation trainer had better be the NOW TRAINER."

How true!

In this competitive market and bad economy only the brave, smart and self-motivated fitness professional will survive.

Here's the good news. The brave, smart and self-motivated will not only survive, but will flourish!

Here's how my company looks at the new fitness landscape in relation to our products. There are fit pros who will do more, those who will do less (part-time, web-based, etd) and those who will do nothing.

More - Less - Nothing

MORE: - Full Mark-Ups from 100 - 500% - Physical Location (clubs, studios, spas)

Branded products carried in studio (full mark-up typically 100%)
Branded FitProStore for out-of-market clients
Branded MAP System linked to business website (full mark-up typically 500%)
Branded Posters throughout location (logo imprinting - brand reinforcement)
Branded Polo shirts worn by all Staff (logo imprinting, professional image, brand reinforcement)
Interactive Quizzes on business website (attract referrals, web stickiness, interactivity, e-mail opt-in reward)

LESS: - Generate 15% - 500% Commissions - Web Only (no physical location)

Branded FitProStore
Branded MAP System linked to website (full mark-up typically 500%)
Interactive Quizzes on business website (attract referrals, web stickiness, interactivity, e-mail opt-in reward)

NOTHING: Chasing clients
(No need to comment on the future of doing nothing but chasing new clients!)

To Your Continued SUCCESS! ... and have a Happy Thanksgiving.

Art Rothafel

P.S. - FitProStore is now open. All test pilot stores are running perfectly (100%). Stores built on a first-come, first-serve basis.

For the First Time Ever... by Art Rothafel

2009-11-16T08:49:31-08:00

For the first time ever, I'm discounting our incredible, low-fat, tasty Cook Book from $13.50 to just $9.99! (with YOUR LOGO) (one-time set-up if we don't already have your logo on file)

Why? Because we're about to reprint with some minor revisions and we need to sell through our existing inventory.

Plus... It's the holiday season... and the Cook Book WITH YOUR LOGO... makes the perfect holiday gift to your most valued clients and members.

Offer good until we run out!

*** (Minimum purchase 20 units)

Unique.... by Art Rothafel

2009-11-06T04:48:04-08:00

How unique is your fitness business? Do you stand out? Are you different? Do you offer your own branded products and services? Just what is your unique selling point?

Watch this video and relate it to your own business.... think about your products and service offerings.....

History of Diets... Free Handout... by Art Rothafel

2009-11-04T05:38:34-08:00

This is one of the most requested handouts we provide.

Right now is good time to download and distribute to your members and clients.

I guarantee that if you post it... you'll see people reading it. It's fun and informative!

Use it to help promote your upcoming Weight-Management and Personal Training Programs.

Just click here: Download History of Diets

Here's more helpful info:

- Marketing Manual

- Special WM-101 Office Set-up

- Weight-Management 101- Concepts

Enjoy...

Art

privatelabelfitness.com

Top Secret Fitness Concept... by Art Rothafel

2009-11-03T14:53:16-08:00

I can't tell you who or when due to NDAs, ... but I do have permission to tell you what!

A small start-up in the Midwest has developed a hybrid business/fitness model. It's basically a high-end, turnkey boutique training studio with top notch trainers, nutritionists, massage therapist and estheticians available by appointment (independent contractors).

Here's what I find particularly exciting. Part of the model is a 375 square foot conference room outfitted with the latest communications and presentation technology. The conference room will rent out for a variety of purposes including business meetings, organization meetings, small socials, seminars, workshops, etc.

However, one of the "in-house" uses of the conference room will be Weight-Management 101 classes using our materials. They're also going to offer other classes and seminars through partnerships with local educational facilities, businesses, non-profits, fire, police, local gov't, etc.

I'm telling you.... the EDUCATION MODEL is POWERFUL!

These hybrids will be located in corporate centers, office buildings and office parks with specific demographics and locations.

D-Day is Coming.... by Art Rothafel

2009-11-02T10:44:19-08:00

Yup.. just 60 days away!

The almighty New Year's Resolution is right around the corner.

It's the biggest single day, week and month for the fitness industry.

So, Next Generation Fit Pros are doing 3 things to boost training and weight-management education programs:

Pre-Sales
Pre-Sales
Pre-Sales

That's right. Marketing savvy fitness pros already have:

flyers
handouts
email campaigns
website homepage campaigns
free body-fat evaluations
and other promotions up and running.

They're planning:

weight-management seminars
media outreach programs
corporate presentations

As a result, they are

generating referrals
receiving paid-in-full program fees
increasing Nov. & Dec. cash flow
driving brand and name recognition

Got your D-day promotions going?

Trick or Treat... by Art Rothafel

2009-10-30T06:46:13-07:00

Halloween is the prefect time for this post -- and the once-a-year greeting, "Trick or Treat."

I have interests in several different areas including fitness, real estate, investing, marketing, advertising, skiing, Porsches and guitars. As a result, I receive an enormous amount of e-mail from all categories.

Most the email should just put "Trick or Treat" in the subject line.

Why? Because almost all of them are a "trick" disguised as a "treat." I'm sure you know what I mean because they all have the same damned format and pattern (not much creativity going on).

Let me run it down for you....

First, you receive a text-only email... with at least two or three shortened links. This email informs you of this incredible, time sensitive deal. You better click on the link before time runs out. There is almost always a P.S. message reminding you, once more, that you should click on the link before time runs out. (Trick or Treat?)

O.K., so you click link and are delivered to a new page or blog. Typically it's a freakin tower page that scrolls for about two miles! It's filled with testimonials, videos, audio, pictures, you name it. And guess what? They all proclaim that whatever it is they're selling is the most fantastic thing ever and you better sign-up or purchase right now! Because time is running out. (Trick!).

Help! I Can't Get Out!

Lately when I try to click out of the tower page, a drop down screen appears and makes the deal even better. (Trick!) Sometimes, this will go on two more times until the deal is down to $1 (Trick!)

Jeezzzzz.... did these people all go to the same direct response seminar? It's all the same format... from real estate foreclosures to "How to Rule FaceBook" seminars.

Masterminds Everywhere

And did you know that almost all categories have secret "Mastermind" meetings? (Trick or Treat?) I don't know. I've never been to one. Comments?

Most recently, in the investing community I've noticed 3 or 4 people who all plug each other's businesses and products. Yes, they have all the secrets to investing in a down economy. I have a feeling they are the only 3 or 4 people making any money.

Trick or Treat Classic

My favorite Trick or Treat was actually a scheme from the '60s. A guy took out a 1" classified newspaper ad asking you to send him one dollar and he would tell you how to make $1,000 a week in your spare time. What did you get for your dollar? You received an envelope with instructions on how to place a 1" classified newspaper ad asking for $1 in return for instructions on how to make $1,000 a week in your spare time.

O.K. .... so here's a cool link. You be the judge..... Trick or Treat?

FitProStore is Up....

2009-10-29T09:02:50-07:00

Sign-ups begin: November 7th, 2009

FitProStore (details...)

No capitalization
No inventory
No shipping
No transaction fees
No merchant setup

... and it's FREE!

We do it all... for YOU!

Establish a separate domain for your store
Create and develop a complete Private-Label FitProStore with your brand
Photograph and upload all supplements with your logo
Photograph and upload all skin care formulas with your logo
Photograph and upload all printed materials with your logo
Photograph and upload all green tea with your logo

Add all text including ingredients, descriptions, features and benefits to the website

Set up all SST security for credit card transactions
Process all credit card transactions on your behalf - no need for you to set up a merchants account
Create and apply your logo to all products based on order - no minimum qty required
Package and ship all orders directly to your clients from "blind" shipper.

Click here for more info....

It could not be any easier....!

If you are a certified fitness professional and internet marketer who requires continuity products, recurring income and constant residual revenue... then, this is a NO BRAINER!

CAUTION: This store belongs to Andy Voris owner of BodyForm. It's a live store so you can poke around, but if you make a purchase your card will be processed so please be advised!

H.I.T. Me! by Art Rothafel

2009-10-27T06:07:38-07:00

Ladies and Gentlemen... Start Your Engines!

Introducing the H.I.T. Pack.

It's an exclusive proprietary combo-pack including Branched Chain Amino Acid Tablets and Endurance Plus Capsules - both packaged in the re-usable Super Tube with YOUR BRAND!

And, it's available at an introductory price: $29.99 (wholesale). Suggested retail is $49.99 - $69.99.

Several of my buddies and I have been using this combo for quite some time -- especially when we ski. Here's the typical dosage for me (185 lbs) :

5 Endurance Plus capsules and 4 BCAA about 30 minutes before I ski with lots of water

5 BCAA as soon as I get off the hill (immediately after workout) for muscle recovery.

This combo pack really off sets fatigue more than anything else. Where my leg muscles typically start screaming around 2:00 in the afternoon - I feel no burn. In fact, with this combo my friends and I often ski til the hill closes at 4:00.

And, even though the Endurance Plus contains guarana and kola nut (natural forms of caffeine), there is no buzz... no irritation of the nervous system.

But, don't take my word for it. Try it yourself. You can always order these exclusive formulas separately and experience the difference in your most intense workouts.

When I Was Your Age..... by Art Rothafel

2009-10-20T08:53:54-07:00

I always hated that phrase. It meant I was about to get a familiar lecture from my Dad.

"....when I was your age I had to hike 3 miles to school through 15' snow drifts in -20 degree weather against 50 m.p.h. winds with holes in my shoes and no hat...."

And, it went on and on about the hardships he endured... like pedaling his bike 40 miles across the dessert in 120 degree heat to caddy at a golf course!

We both knew it was a load of B.S. but it served its purpose. I was lazy and didn't realize how good I had it.

Perhaps it's just the "right of passage," but, now I find myself using that phrase.... a lot.

And, I'm not alone. I hear the same thing from club owners, studio owners, vendors and almost all business owners.

This is what I hear:

"What's wrong with today's kids? What's up with this whole 'entitlement' mentality? Don't they realize the economy sucks? That they're lucky to even have a job? "

And then this:

"God forbid I might ask for a little extra work. Or, that I might ask a staffer to expand his /her job description since we had to terminate 10% of the staff."

"Today's entry-level fitness staff never seem to ask themselves how they might make themselves more valuable to our company. Instead... it's always, 'What's in it for me?"

Some club owners confided in me:

"My staff seems to think I owe them something just for showing up.... like I'm so lucky to have them!"

"I recently hired a guy, paid for his new certification process, but, all I ever see is punch-in and punch-out."

Personally, I blame the "self-esteem" movement from the 80's and 90's where the kids in sports programs all received trophies even when they lost! All the books filled with psycho-babble on how to build your child's self-esteem by basically reinforcing their "goodness" and giving them whatever the hell they want!

Frankly, I'm going back to basics with the following: "When I was your age....."

Your thoughts?

$10 Membership? .... by Art Rothafel

2009-10-19T09:43:54-07:00

I received e-mail regarding my blog "Still Not Doing It?"

It was argued that national brands (like supplements, apparel, energy drinks) provide the opportunity to "piggy back" on national advertising campaigns. And, they don't require any work other than putting the product on the shelf.

Well... that's a decent argument on the surface.

Sure, you can piggyback on a national campaign. But, so can everyone else.

Just plug "whey protein" into EBay and see what comes up. Yup.. everything from EAS and Met-Rx to Optimum Nutrition and Pro Lab. Then plug it into Google. Wow!

These are all excellent products. My point is that the pricing is all over the place. Plus, once people know they purchase online or at a retail store at a discount... do you really think they'll pay a premium price from you? So, you're forced to discount.

Not only are you now stuck with discounting, but, you must now dedicate valuable shelf space marketing and merchandising a brand. other than your own. A brand that your clients and members can purchase somewhere else!

It just doesn't make sense. And, it's just plain lazy. This is the "mind-set" that drives the $10 per month membership!

Your thoughts?

Still Not Doing It? by Art Rothafel

2009-10-18T08:05:14-07:00

Sure... you're all over Twitter and FaceBook. You have your own website and write a blog. Yes sir... you're a "big wheel" in the electronic world.

But is that really enough?

Is your name and business known anywhere beyond the web? How about your own local market?

I know this will sound self-serving... and, I guess, well... it is!

It's frustrating to see fitness professionals who profess their "bigness" all over the web... but, at local events (seminar, workshop, health fair, etc.,) don't have the smarts to be wearing their own logo on a shirt! Or, displaying their own branded products.

Listen... here's the word: MICRO-BRANDING

It really exists. The technology is available to microbrand on all kinds of things. I know. Our company is totally invested in it.

Today, you can look, feel and be as professionally branded as the big boys. It's not expensive.

Do yourself a favor and take a look at the #1 brander in the fitness industry: Gold's Gym. You want to talk brand imprint...!!! And YOU can do the same thing!

Microbranding is "new school." Merchandising, marketing and selling national brands is "old school." For lots of reasons.

It's that simple!

Go big... You can do it!

Down in Flames.... by Art Rothafel

2009-10-15T05:32:14-07:00

We have a saying in our company. It's applied to new ideas, new products and our entire company.

It's this:

"If you go down, go down in flames!

What it really describes is our "all or nothing" attitude.

For example, if Christina has a new idea or concept, she's expected to champion the project. Same for me. To give it 110% time, effort and thought.... and then execute!

And if the project fails... well, we're O.K with it ... as long as it smashes the wall at 200 m.p.h. and bursts into flames! You get the idea. And, while we've delivered several "winners" we've had our share of train wrecks!

We're taking the same approach with our entire business during this downturn economy. It's "full-speed ahead!" We absolutely refuse to be intimidated by the economy. In fact, while many of my professional peers are pulling back... we're spending money like drunken sailors!

For example, this year we've spent thousands on:

The WebStore Project (expected pilot roll-out: 2 weeks)
Private Print Job website
Proprietary die-cut transparent SkinCare Labeling
New Product Development (wait til you hear about the new H.I.T. package)

And if it all works out, then we will be well positioned to take advantage of any kind economic rebound. If not... well, then we go down in flames!

How about you? Full tilt...?

BlastOff Update.... by Art Rothafel

2009-10-14T14:33:39-07:00

If you're interested in the BlastOff opportunity, here's an update:

The official launch was delayed due to e-mail compliance issues. (more info...)

I've set up a form to notify you immediately as soon as BlastOff
is launched. You can sign-up for immediate notification here.

Remember, you want to set-up your homepage as soon as possible
as you'll have a short window to line up friends, family and
co-workers to join through YOUR site.

And, of course, the best part:
It is absolutely FREE!

If everything goes as planned... this is going to be absolutely HUGE!

Art Rothafel

P.S. Join my FB fan page! Take advantage of
special "Fans Only" promotions including free gifts
research, videos, web content and more...

Click here to Join

Fans Only.... by Art Rothafel

2009-10-12T11:06:49-07:00

Are you a member of our PrivateLabelFitness FaceBook Fan Club? If not, here's a good reason to join.

Our first FaceBook "Fan Club Only" Promotion.

FANS ONLY:

Order 15 Journals (8-week or 12-week) this week and you'll receive a Free Starbuck's Gift Card worth $10. Use it yourself... or give it to your most deserving client or member.

Order 25 Journals (8-week or 12-week) and you'll receive a very cool,all natural canvas tote bag ... (worth $20) You'll be a hit at the grocery store! (lean, mean and going green)!!!

So... that's it for this week. As the ad states: Membership has its privileges.

This FAN CLUB ONLY promotion ends on Friday, Oct. 16, 2009

Join our Fan Club now! Click here...

Too Much Buzz? .. by Art Rothafel

2009-10-11T12:38:26-07:00

No, I don't mean energy drinks...!

What I'm talking about is the "buzz" surrounding the BlastOff Network.

If you're not familiar with it, BlastOff is sort of like an affiliate program on steroids. Here's more info.

Admittedly, through my association with Pre-Paid Legal Services, the prime investor, I got in early and it hasn't cost me a dime.

So what's to worry about?

Well perhaps nothing... but, then again, maybe alot.

There is quite a buzz about BlastOff on FaceBook, Twitter and other social networking websites. For the most part the buzz is full of enthusiasm, energy, and yes, lots of hype.

The buzz is so BIG, in fact, that many of the technical glitches and other issues (and there are plenty) are simply ignored or forgiven by those who have already signed up. So big, that many of BlastOff's most ardent fans are in denial and continue to rave about how it's going to revolutionize the internet shopping experience!

At this point, (Oct. 11, 2009) no one knows how well, or exactly when, BlastOff is going to launch. If nothing else it is pure entertainment. It also is a fantastic "teaching moment."

If BlastOff can't deliver on its promises then this will go down as one of the biggest web-blunders in recent history -- as well as tarnish the reputation and integrity of thousands of "believers" who convinced friends, family and co-workers to get involved with it.

On the other hand, if BlastOff is successful... it will be absolutely HUGE! Which, of course, begs the question:

Is there such thing as "too much buzz?"

Gotta Love It

2009-10-09T08:44:51-07:00

I just love this - especially in the public schools where vending machine operators are required to pay a commission to the Athletic Department. Now, it makes sense!

Attack of the Killer Greens.... by Art Rothafel

2009-10-08T10:10:51-07:00

I'm usually a big fan of CSPI, but not this time. Sure, they released a report with the best of intentions -- that the FDA do a better job at ensuring food safety.

But CSPI is media savvy. They knew full well what the media spin would be. "Leafy Greens Could Kill You!"

Hey CSPI, you've done the fitness industry a HUGE DISSERVICE. Knock it off...

Here's their list potential killers:

LEAFY GREENS
EGGS
TUNA
OYSTERS
POTATOES
CHEESE
ICE CREAM
TOMATOES
SPROUTS
BERRIES

Here's the whole report.

What do you think...? Does this help or hurt your business?

P.S. Join my FaceBook "FANS" page to take advantage of
special "FANS-ONLY" promotions including fitness research,
gift offers, handouts, poster, video and web content for FREE!

Click here....

It's All About ME! .. Art Rothafel

2009-10-06T07:32:10-07:00

Not what you think....

M = Motivation
E = Education

When it comes to weight-management, the most important role of a fitness professional is his or her ability to motivate and educate clients.

Yes...yes... you're certified... with maybe 2-3 different certifications. Yes, you have extensive knowledge regarding bio mechanics, physiology, nutrition, kinesiology, etc.

But, how many times have you witnessed a fellow trainer "getting off" on dazzling a client by explaining in great technical detail Kreb's Cycle or Maximum Neuromuscular Activation complete with references!

The only thing worse is that most clients dutifully smile and pretend to understand everything that's being layed out.

Jeezzzz.... are you kiddin' me?

No wonder that don't come back.

Here's a football analogy expressed by Terry Sterling from Burlington, Ohio.

"...for most clients, it's 4th down, 2 minutes left in the game and you're on your own 20 yard line and down by 6 points. As a coach, you absolutely, positively must motivate and convince your team they can WIN! They just need a few X's and O's and the will to win!"

It's the same for weight-management. Most people have a pretty good idea what they need to do. It's you job to make it more specific through simple guidance and education. Then, you need to fire them up and motivate them to execute the plan!

See, it's all about ME!

Target Date - Weight Management 101... by Art Rothafel

2009-10-05T06:27:30-07:00

O.K. Here it is!

The exact target date for your first marketing project of 2010. That's right. Get the conveyor belt in gear. Plan your work... and work your plan.

Next Generation Fitness Professionals will start promoting their weight-management curriculum and programs by Halloween and taking PIFs (paid-in-full) all through November and December.

Oh yes! Those who do it right by creating urgency with copy such as "Limited Enrollment" and "First come, first serve" and "Sign-Up NOW!" will increase their cash flow positions throughout the months that are typically the worst for the fitness industry.

So, get your "direct response" promotions penciled out and use your vehicles:

Website
E-mail (you have a big list, right?)
Handouts
Posters
Guest Passes with Promo on the back side

You can post this video on your site. Along with all of these tools....

Increase $ with Targeted Marketing

2009-10-02T10:39:56-07:00

This video, one of the funniest I've ever seen, illustrates a good point. How targeted is your marketing. Are you scatter shot? Are you trying to be "all things to all people?" How about your promotions?

Listen, I realize I keep harping on EDUCATION. But that's because among several successful next generation trainers, single-focused education programs are one of the most profitable programs you can implement.

Why?

Almost no capitalization (no equipment, licensing, training, etc.).
Utilization of existing staff knowledge (most certified trainers possess this knowledge)
Market demand - especially weight-management. (consumers want this information)

Years ago, Shelly Martinez, a twenty-three year old independent trainer at a Gold's Gym in Louisiana ran one of the best, and most targeted programs I've ever seen - all based on education. Here's a quick bullet list of what see did:

Promotion: Life and Style University
Theme / Colors: Louisiana State University (very smart)
Curriculum: 6-weeks - 2 chapters per week in our Reference Manual)
Class Size: Limited to 25
Cost: 199.
Time: Wed nights: 8:00 - 9:30 p.m.
Total Sales Revenue: $4,975

Marketing:

Letter size handouts at front desk.
Website: Home page promotion - Above fold.
3X use of club e-mail list
Letter size handouts posted throughout club, including locker rooms.

Results:

4 Classes per year: Total; $19,900
Training increase: Sessions up 23%

Exposed for the Holidays! by Art Rothafel

2009-09-28T14:45:43-07:00

What? Holidays...?!! Isn't it a little early to be writing about the holidays?

Yes, it is -- if you're looking for presents, festivities and good cheer.

But, it's not too early for your clients who want to look good.

Think about it...

Just around the corner is the time of year they get together and actually visit with parents, grand parents, brothers, sisters, cousins, aunts, uncles, nephews, nieces, friends and professional peers..... often for the first time in months... maybe years!

My friend Peter, runs an 8-week "Holiday HIT" (High Intensity Training) program that runs from mid Sept. to mid November. It's one of his most profitable programs and is always full.

He sends out flyers, emails, etc. to all his clients reminding them of the upcoming holidays. His promos include some one-liners:

"Who'll be seeing you at Thanksgiving? Just HIT it!"
"Add energy to your holiday. Just HIT it!"
"How ya gonna celebrate New Years? Just HIT it!"
"Can't sleep? Just HIT it!"

Oh... and his programs are all pre-paid. Nice cash flow. Like most Next Gen trainers, he's always thinking ahead. By the time Thanksgiving rolls around, he's already sold out his New Year's weight-loss programs!

So.... are you, your clients, your training programs exposed for the holidays?

Top 100 Global Brands... What Can We Learn... by Art Rothafel

2009-09-25T06:17:57-07:00

Businessweek just released their list of the Top 100 Global Brands. What can fitness professionals learn from the "best-in-the-business" of branding? Plenty!

First and foremost... Trust and Transparency. Sound familiar?

Watch the video.

Check out the list.

Then, get a free check list for your own brand. Click here...