Start Your Own Personal Training Business: Your Step-by-Step Guide to Success »

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Earn a Healthy Living Helping Others Win the Battle of the Bulge

Personal trainers aren't just for athletes and the rich and famous anymore. As people become more aware of the importance of living a healthy lifestyle, personal trainers are in high demand. You'll learn the nuts and bolts of starting a personal training business, including everything from establishing a business plan to getting certified to finding a profitable niche. Tips from successful trainers provide inspiration and advice along the way. They offer insights about:

• Requirements and startup costs
• What to expect during day-to-day operations
• Making yourself stand out from the competition
• Marketing strategies
• Building solid relationships with clients
• How to track and manage finances
• The most popular services trainers are offering

You'll also find out about the latest trends in health and wellness so you can keep your business at the cutting edge in this rapidly expanding market. Whether you want to run a solo-operation or an exercise studio employing other trainers - you'll have the tools to succeed.

Preface     xi
Introduction to Personal Training     1
What Do Personal Trainers Do?     2
Who Is Your Market?     5
Is This Business for You?     5
Credibility and Credentials     6
Continuing Education     9
Designing Your Business     11
Business Plan Elements     12
To Market, to Market     13
The Competitor You Can't See     15
The Industry's Showcase     16
Selling Related Products     16
Establishing Policies and Procedures     17
Cancellation Policy     17
Late Policy     18
Think About the Unthinkable     19
Are You Liable?     21
Are You on a Mission?     22
Structuring Your Business     27
Legal Structure     28
Business Insurance     30
Licenses and Permits     31
Professional Advisors     33
What's In a Name?     35
Locating and Setting Up Your Business     39
Working from the Home     40
Commercial Facilities     40
Going Mobile     43
Operating in Cyberspace     45
Setting Up Your Web Site     46
Getting Outside Help     47
Computer-Based Training Tools     48
E-Mail Dos and Don'ts     49
Boosting Traffic     50
Web Site Disclaimer     51
Setting Yourself Apart     53
Wellness Coaching     54
Playing a Different Role     54
Making the Connection     55
A Business for Anywhere     56
The Coaching Session     56
The Challenges of Coaching     56
What You'll Need to Do     57
Functional Training     57
At the Core     58
Choosing a Niche     60
Consider Your Strengths and Likes     60
Start-Up Expenses and Financing     63
Sources of Start-Up Funds     64
Equipping Your Business     66
Telecommunications     70
Office Supplies     72
Exercise Equipment     72
Vehicle     74
Adding It All Up     75
Staffing: Maximizing Your Human Resources     79
Where to Look     80
Evaluating Applicants     81
Once They're on Board      84
Paying Your Employees     86
Employee Benefits     86
Employees or Independent Contractors?     87
Noncompete and Confidentiality Agreements     88
Building Client Relationships     91
The Initial Consultation     92
As the Boss     93
Critical Documents     94
Informed Consent, Release, and Assumption of the Risk     94
Physician Consent/Clearance     96
Fitness Assessment     96
Client Records     96
Keeping Your Clients Motivated     97
Can Clients Reach You?     98
Advertising and Marketing     113
Marketing 101     114
Getting the Word Out     115
Direct Mail     116
Collateral Materials     118
The Real Gold Mine     118
Medical Referral Programs     119
Ideas for Promoting Your Business     120
Is It Newsworthy?     121
Give It Away     122
Selling Your Business     123
Be Prepared     123
Assessing Your Results     124
Fiscal Fitness     127
Pricing Your Services     128
Payment Methods     130
Accepting Credit and Debit Cards     130
Setting Credit Policies     131
Billing     131
Keeping Records     133
Ask Before You Need     134
Tales from the Trenches     157
Know What Your Clients Know     138
Stay Flexible     138
Assign Homework     138
Pick Up After Your Clients     138
Invest in Education     139
You Are Not Your Client     139
Maintain a Client Base     140
Don't Throw It Away     141
Decide How Much You're Willing to Work     141
Be Your Own Advertisement     142
Give Gifts that Come Back to You     143
Personal Training Resources     145
Consultants and Other Experts     145
Credit Card and Other Payment Processing Services     146
Equipment, Supplies, and Services     146
Fitness Organizations     146
Health-Related Associations and Government Agencies     147
Magazines, Books, and Other Publications     148
Miscellaneous Resources     149
Performing Rights Organizations     149
Software and Web-Based Tools and Services     150
Successful Personal Trainers     151
Useful Web Sites     151
Glossary     153
Index     157