PIVOT WITH CAUTION
Consider these pointers from Fitness on the Go’s Dan Mezheritsky before you make a move to a new business model:
1. Before you make changes to your busi- ness structure or model, first focus on im- proving your current value proposition and customer experience. The client experience should always prevail. A successful business relies on clients who are happy using your company’s services, happy continuing to use your services and who share their positive experiences. A new model may not be the answer.
2. If you make a change, be ready for a very rough initial 12 months. Changing your model is like starting a business from scratch because you can’t operate two models concurrently. Be sure that you’re ready to start over.
3. Be prepared to make continuous tweaks to adjust to the times and new markets. Aſter each adjustment, quickly measure the results and identif any additional chang- es that may need to be made. Just like any science experiment, tracking results to im- prove outcomes is vital.
Fitness on the Go
marketing, billing and business coach- ing—personal trainers pay the com- pany a $400 monthly “monthly due” along with 6.5 percent of their cli- ent training fees (which goes toward advertising). According to Mezheritsky, the com-
pany currently works with over 130 trainers across Canada and brings in 70-80 new clients per month. For 2016, it projects revenues of $4.8-$5.5 mil- lion from 180-190 trainers in Canada and 40-60 trainers in the U.S., where the company has recently expanded. FBC
Barb Gormley is the senior editor of Fitness Business Canada, a freelance writer and editor, and a certified personal trainer. Contact her at
www.barbgormley.com.
March/April 2016 Fitness Business Canada 21
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