KICKSTART 2014 - Net

KICKSTART 2014 Implementation Manual

PROGRAM OVERVIEW The January Campaign is a dual offer promoted as an “and” type of offer. Prospects can simply join for $14, or they can choose to take both offers. To simplify, we have put together a turnkey program, KickStart 2014, to help you maximize your return on the personal training promotion. With KickStart 2014, we have taken care of everything: the logistics, the live workouts, the virtual workouts and timeline making the promotion add-on easy to implement and deliver. KickStart 2014 may be thought of as a Small Group Training program. We have created the program based on Anytime Fitness’s SGT29 programs. Our goal is to provide you with the best exit strategy to maximize this 21-day program. Our recommendation is to line up an SGT program at the conclusion of the promo to fully capitalize on program participation. To learn more about SGT29, you will want to attend a TEAM Training University. Visit http://db.anytimefitness.com/resources/memberexperience/team-training/university for more information. SGT29 stands for Small Group Training 29 … Small group training in 29 minutes or less! SGT29 is a proprietary version of small group training that was developed specifically for Anytime Fitness and the members that frequent our stores. There are 5 different programs under the SGT29 umbrella (KISS29, TLC29, MY29, ROI29, and WARRIOR29). Each program caters to a specific client interested in a specific outcome. In other words, programs were developed based on the physiology and psychology of a specific group of people. The secret to the programs is bringing the right people together at the right time with the right trainer. Please refer to the KICKSTART 2014 program as a PROGRAM and each meeting as a WORKOUT or SESSION. Avoid using the words class, group fitness, group class or boot camp. TARGET MARKET KickStart 2014 is for anyone who wants to avoid being a New Year’s Resolution statistic. It could be an existing or new member. The client may have started and stopped fitness programs in the past and is looking for motivation and accountability to create a fitness lifestyle. Or, they may just be looking for a bit of education and inspiration to get the year started right! Be on the lookout for those joining the gym (or coming back to using the gym) that may fall into this category. 38% of New Year resolutions are weight related. However, only 8% of people are successful in achieving their New Year resolution. We have an opportunity to provide a program that can fulfill a need at this time of year that also provides accountability to our clients so they can avoid becoming a new year’s statistic. LIVE BY THE DOOR/DIE BY THE DOOR- WE CAN NOT RELY ON ONLY NEW MEMBERS TO GROW OUR MEMBER EXPERIENCE DEPARTMENT! We should look to have half of the KickStart 2014 participants be existing members and half new members. Ideas on who to market to internally:

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Non usage report Inactive PT clients Trainers prospect report ANY current member!

HOW TO MAXIMIZE THE 21 DAY PT PROMO To fully maximize the 21 day promo, you’ve got to have a strong exit strategy in place. We are recommending you line up KISS29 to begin the week after the KickStart 2014 program concludes. KISS29 is for anyone beginning their fitness journey with a large amount of weight to lose and/or a long way to go in the strength and endurance department. The client is probably new to exercise (or starting after a very long time of inactivity). Most likely, the client will lack self-esteem, motivation and the ability to work out on their own. The client could potentially be embarrassed about working out or scared to get started. The KISS29 client DNA has much in common with the New Year resolution client. The majority of your promo registrants will most likely fit into the KISS29 program (or something similar) at the conclusion of the promo. This makes for a smooth transition for the member to continue in their fitness journey with us. They will have already built relationships with the other participants and have that ‘community’ sense established. We really believe that team camaraderie will lead to an easier conversion. If the member determines SGT is not for them, they will have weeks of rapport built with the trainer to make for an easier upgrade to 1:1 training. The KickStart 2014 is a gateway program to filter the member into the member service that fits best for them; 1:1, SGT, or Group Fitness. Administering this program in small groups allows us to service more members in less time which provides an excellent member onboarding experience leading to an increase in member retention. The club makes more profit, the trainer has an increase in per hour compensation and we are providing a more affordable option for the member as compared to 1:1 training.

PROGRAMMING Understand KickStart 2014 program components SGT29 programs have a specific formula and construct that should not be altered. We have modeled the KickStart 2014 program off the SGT29 program to fit into 21 days. We are promising the following for the $49 investment:  Small group of 3-6 participants  1 live workout per week with a dedicated fitness COACH; each live workout is 29 minutes of non-stop action  1 virtual workout per week delivered via Anytime Health, designed for the client but performed independently to build confidence  Ongoing fitness testing to show progress in each live workout  Ongoing virtual support via Anytime Health including diet tracking, journaling and motivation

PRICING The 21-Day Personal Training Program is advertised as $49 for new members who join between January 7-9th and $39 for current members. Keep in mind that this promo is not about the $49, this is just a gateway to expose the member to other monetized services. Why a discount for current members? This is a great way to say ‘Thank You’ to your existing members for already committing to your club. It is 6-7 times more expensive to get a new member in the club versus keeping a current member. The more engaged your current members are, the more likely they are to partake in other monetized services such as; tanning, supplements, water, etc. Corporate recommends marketing this campaign 2 weeks prior to the 7-9th sale. Due to the Christmas holiday we recommend you start your internal marketing campaign on December 26th. This will give you approximately two weeks to get as many current members enrolled in KickStart 2014 before the 7th-9th rush hits! BODYWORKZ SET UP Set up two program plans: *See appendix on detail set up of program plans in Bodyworkz. Kickstart2014-EM    

4 sessions, 1 month to expire, 0 drafts Create New GroupKickstart2014 $9.75/Session $39 down payment

Kickstart2014-NM    

4 sessions, 1 month to expire, 0 drafts Select Kickstart2014 from Group Training dropdown $12.25/Session $49 down payment

PAYROLL How to pay trainers? *see appendix on detail setup of payroll in Bodyworkz We recommend paying trainers 50% service commission on sessions rendered. Because this is a use it or lose it/group session the trainer gets paid regardless if participants show. If you pay a flat rate we recommend around the $20/session range. How to render sessions? * see appendix on detail setup of group rendering sessions in Bodyworkz We recommend the trainer group render the sessions once per week for each of the four weeks (1 st week being the meet and greet) To group render go to the manager tab and click on group training sessions and enter info to render all at once.

Paper recordkeeping? Be sure to have a master calendar at the front desk for reservations. Have schedule with 6 spots to fill in names/contact info. We still recommend splitting the pricing into 4 sessions and the trainer ‘signing in’ for one session per week for each of the four weeks. This is the trainer’s way of confirming that the live AND virtual workouts have been completed for that week.

SELL IT! External (H2i): Ideally the H2i would secure the membership and up-sale the $49 promo AND the KISS29 (or other SGT program) at Point of Sale (POS). An alternative outcome would be to secure the membership and up-sale the $49 promo, leaving the SGT up-sale to the trainer during the KickStart 2014 programming. At the very least, the H2i secures the membership and schedules the new member an FC BEFORE the 13th, again, leaving the $49 up-sale to the trainer during the FC. Option 1: Membership, $49 promo, KISS29

Option 2: Membership, $49 promo

Option 3: Membership, schedule FC

It is important to plant seeds throughout the tour about the KickStart 2014 program. Ideally you should mention the KickStart 2014 program at least three times. 

Mention it in the ‘welcome’ to the club before beginning the tour:

“Mrs. Jones, we’re so excited that you have chosen our club to be your solution for your New Year’s Resolution! Did you know that only about 8% of people actually reach their New Year’s Resolutions? One thing that makes us unique here at Anytime Fitness is that we’re a solution based health club that helps guide every member’s fitness journey. Because we don’t’ want you to be a New Year’s Resolution statistic, we’ve put together a 21 day small group training program for only $49 to help you KickStart 2014! This program includes 3 live workouts in a small group with a personal trainer and 3 virtual workouts delivered to you online (may or may not be versed in AH at this point). You will also get 24/7 accountability from your group and the trainer to help you stay on track and make that resolution a reality! I’ll tell you more about the program after our tour but keep that in mind… 

Mention it when showing the strength training equipment:

“One of the cool things about the KickStart 2014 program is that the trainer will provide you with a weekly virtual workout. You will be able to view the workout in through your AH account, see videos of the exercises and print it out and bring it in with you. You will never walk through those doors and wonder around the gym not knowing what to do! You will always have a plan!” 

Mention it when showing the cardio equipment:

“Part of those virtual workouts we talked about with the KickStart 2014 program will include cardio exercises. Again, you’ll know exactly how long you should go, and hard you should work to so you have the most efficient workout during your time here!” 

Mention it when showing the functional equipment/multi-purpose room:

“This is our free weights and functional equipment. I know it can look a little overwhelming, but remember, with the guidance of our personal trainer during the KickStart 2014 program, you’ll be using all of this like a pro after just a couple of weeks!” 

Up-sale after securing the membership:

We recommend having an incentive for the new member to commit to the $49 promo AND the KISS29 (EXIT STRATEGY) at POS. “Mrs. Jones we mentioned today that only 8% of people are successful in reaching their New Year’s Resolutions and the way to become a part of that 8% is having a plan in place! The KickStart 2014 provides you all of the tools you will need to be successful in reaching your goals! Because we want to be able to give every participant individual attention, we are limiting each group to only 6 people, which means there is very limited space. You mentioned earlier that the best time for you to workout is in the evening right after work. I do have 1 space open in our Monday at 5:00 group or our Thursday at 7:00 group, which would work best for you?” …. “Great! I have that time reserved for you. Now, as an added incentive for the next 3 days, we are also offering our KISS29 program at a discounted rate! Our KISS29 program is our 6 week…. (Describe program). KISS29 begins the week after the KickStart 2014 ends, what a great way to have that accountability extend for another 6 weeks to keep you on track! KISS29 is $261 ($14.50/session), but if you sign up today it is only $216 ($12/session). That is a savings of $45! Now you are getting a 9 week program for the price of 6 weeks, KickStart 2014 is basically FREE! Can I go ahead and secure a spot for you on Monday’s at 5p as well? Great!” (see appendix for a .pdf weekly calendar for POS presentation) Once you have secured the sale and collected payments, enter the new member into Bodyworkz: 1. Click on the Prospects Tab 2. Click ADD PROSPECT 3. Enter the new member information 4. Click Save & Convert to Client 5. Click Add Agreement & select the appropriate package *Make sure your H2i has full access to Bodyworkz with permissions to add agreements. External (T2i): If the member does not register for the KickStart 2014 at POS the H2i we schedule them for an FC within a few days (before 1/13) so the trainer has an opportunity to up-sale them on the promo during the FC if they do not close them on 1:1 training.

Internal (T2i): Trainers should use the following resources when reaching out to existing members to educate and excite them about the promo:  Facebook page  Chalk Board Art

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Fliers on equipment Phone calls AND follow up emails o Trainer prospect report; received & never received FC o Non usage report o New members in the last 90 days o ANYONE THAT WALKS IN THE DOOR!

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Script for current member phone calls:

“Hi Mrs.Jones! How are you? I wanted to let you know that we’ve created a 21-day small group training program to help you kick start the New Year! We know that only 8% of people are successful in reaching their health and fitness resolutions, so we came up with a solution to make sure you are a part of the 8%! For only $49 you’ll get 3 live workouts with a trainer in a small group of up to 6 people, 3 virtual workouts via your AH account to take the guess work out of your personal workouts and 24/7 monitoring and accountability from your trainer! Because we are only reserving 6 people per time slot our space is very limited. I know that you usually come in around 6p after work, I do have a space open on Monday and Thursday during our 6p group, which of those would work best for you?” 

Email template for current members:

Hi Mrs.Jones, I wanted to let you know that we’ve created a 21-day small group training program, KickStart 2014, to help you kick start the New Year! We know that only 8% of people are successful in reaching their health and fitness resolutions, so we came up with a solution to make sure you are a part of the 8%! For only $49 you’ll get:  6 coaching sessions designed to kick start your 2014! o 1 live workout per week with a dedicated fitness COACH; each live workout is 29 minutes of non-stop action! o 1 virtual workout per week delivered via Anytime Health, designed to take the guess work out of your personal workouts.  Ongoing fitness testing to show progress in each live workout.  Ongoing virtual support via Anytime Health including diet tracking, journaling and motivation.  3 weeks of JAM Packed FUN! Because we are only reserving up to 6 people per time slot our spaces are filling up fast! I do have just a few spaces left and I’d love to reserve one for you! Give me a call so we can choose the best time for you, talk to you soon! EXIT STRATEGY

Upon conclusion of this promotional program, the goal is to keep assisting members on their fitness journey. Ideally you would have a subsequent SGT program lined up to begin the week of February 10 th. We highly encourage you to plan to launch KISS29 (or something similar) because the target market runs parallel to the target market of Kickstart 2014. In order to successfully roll out a new SGT program it is strongly recommended that the point person enroll in the TEAM Training University. TEAM Training University is a dedicated, 4-week intensive designed to help you implement programs in the TEAM Training category at your club to build out your "Gold Standard" Member Experience. You’ll learn about the philosophy of offering TEAM programs, the definition of TEAM Training, programs that are available, staffing suggestions, logistics, marketing and more. Graduate with a plan for launching new programs to your club in the immediate future! Earn 4 credit/contact hours for completing the course (ACE, ACSM, NASM, NSCA). (Visit http://db.anytimefitness.com/resources/member-experience/team-training/university for more information.) There are two ways you can ‘convert’ a participant: 1. Suggest they ‘Upgrade’ to Traditional Training – suggest training packages to meet their needs upon completion of the 21day program and incentivize him/her to sign a yearlong contract. 2. Suggest they ‘Continue’ in a subsequent Small Group Training program – if you have a subsequent small group training program ready to begin the week of February 10, 2014 (i.e. KISS29). You will then be able to incentivize promo participants to ‘add on’ the subsequent program before the conclusion of the 21-day program for a discounted rate or after at regular pricing. “As a way to say thank you, we’ve put together an awesome incentive for you guys to continue on your fitness journey with us! We are beginning our KISS29 program next week and we don’t want you to skip a beat! Our KISS29 program is our 6 week…. (Describe program). What a great way to have that accountability extend for another 6 weeks to keep you on track! KISS29 is $261 ($14.50/session), but if you sign up today during our last LIVE workout, it is only $216 ($12/session). That is a savings of $45! We are basically paying you back for participating in the KickStart 2014! How cool is that! Can I go ahead and secure a spot for you on Monday’s at 5p as well? Great!”

FINAL PREPARATION ASAP Register for TEAM Training University. The University began November 19th, but you can still enroll and get the information you have missed via playback! 12/12 Order external marketing material from the dashboard (http://db.anytimefitness.com/resources/marketing/current-campaign)

12/15 Choose coach/coaches to lead the Kickstart2014 programming. Coaches begin plugging into the program training manual to prepare for launching

Kickstart2014. 12/15 Choose payroll/payout method 12/20 Choose record keeping for registration, payments and set up your Bodyworkz program plans 12/20 Choose days/times of your program as well as Meet & Greet dates. Create master calendar for reservations. (see appendix for a .pdf weekly calendar for POS presentation. Have the trainer highlight available times) 12/26 Begin your internal marketing campaign 1/7-9

External marketing begins- Join for $14 AND $49 21 day pt program

1/13

Schedule Meet & Greets during this week

1/20

Kickstart 2014 Live & Virtual workouts begin this week

2/10

KISS29 or something similar begins this week (EXIT STRATEGY)

Don't forget to HAVE FUN! This is a lighthearted program designed to get people excited about committing to workout. ENJOY the process and CELEBRATE the participants. As always, should you have any questions, feel free to reach out to [email protected]. We are here to help 

How to add the KickStart 2014 Program Plan into Bodyworkz 1. Click on the Manager Tab 2. Click on Program Plans

3. Select New Program Plan

4. *Enter the Name Kickstart2014-EM, 4 sessions, 1 month to expire, 0 drafts.

5. Check the Customizable box

6. Click on Create New Group, type in the name Kickstart2014. (do not add EM or NM to the end)

7. Enter in the price per session (Existing Member, EM- $9.75) (New Member, NM- $12.25) and down payment (EM- $39) (NM$49) under the Half Hour Sessions.

8. Click Save

9. Select your club and Click ADD

10. Click Save

*Repeat the above directions with the Program Name: Kickstart2014-NM with the $39 pricing option. 11. Click on Manager Tab and Group Management

12. Check the box on the right under the ‘Allowed Scheduled’ column

How to group render KickStart 2014 sessions in Bodyworkz 1. Click on the Manager Tab 2. Click on Group Training Sessions 3. Under the ‘Add Group Session’ section- Select appropriate; Club, Trainer, Date, Time, Group. All members will appear with a check mark by their name. 4. Click Save. All have been rendered and will appear on trainer’s payroll.

How to set up Group Training Payroll in Bodyworkz 1. 2. 3. 4. 5. 6. 7. 8.

Access the employee’s payroll setup in their profile. Click the ‘Add pay method’ drop down menu. Select “Commission on Group Sessions” if you are paying a percentage. Select Kickstart2014 from the Group Training dropdown menu. Add in a $100,000 in gross receipts Add in 50% in commission (or whatever your payout will be) Click Add Click Save

KickStart 2014 Schedule Monday 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Your 21-day program will include:  Small group training (3-6 people)  Meet & Greet Session (orientation to facility, resources, coach & team)  3 live 1/2 hour sessions (1 x / week)  3 virtual workouts designed and delivered via Anytime Health (1x/week)  24/7 access and monitoring by your program coach  Motivation, accountability and individualization

$49

*

Up to $150 value!

Your 21-day program will include:  Small group training (3-6 people)  Meet & Greet Session (orientation to facility, resources, coach & team)  3 live 1/2 hour sessions (1 x / week)  3 virtual workouts designed and delivered via Anytime Health (1x/week)  24/7 access and monitoring by your program coach  Motivation, accountability and individualization

$39

Up to $150 value!

*