Editorial Support » Product Focus


Stages SC Series Built from aluminum and focused on stability, simplicity and accessibility, the Stages SC series of indoor bikes provide the ultimate in form and function. Stages bikes utilize a level of direct force power metre technology that has been proven repeatedly in the professional sport of cycling. The Stages Power metre comes stand- ard on the SC3, along with a self-generating console and is available as an option on the SC1 and SC2. Use your Stages bikes for accurately measuring calories and connecting to group dis- play technology. For more information, contact Dotmar Fitness Equipment Inc. (Canadian dis- tributor) at info@dotmarfitness.com.


INDOOR CYCLING:


veryone likes bikes,” says Mike Hamill, owner of Tsawwassen, B.C.-based Lifestyle Equipment,


which has been selling, leasing and servicing commercial fitness equip- ment since 1994. But choose the right assortment of bike styles for your club to be sure that all your members are happy. There’s not one formula that works


for every fitness facility, says Hamill, who has been a multi-club owner, per- sonal trainer and equipment suppli- er for more than three decades. But for the gym floor of a 12,000–20,000 square foot club, he typically recom- mends eight upright, four recumbent and one or two spin bikes. “You need a good variety because each style caters to a different type


42 Fitness Business Canada January/February 2016


Technogym Group Cycle Connect New Technogym Group Cycle Connect is a ride to remember! It tracks workout power, heart rate, ca- dence and calories, via a new console connected to the Technogym mywellness cloud platform. New fea- tures include: wireless connected console powered by the rider’s motion through an innovative battery- free system; data tracking (riders log into personal ac- counts through the Technogym mywellness cloud to track performance and compare results over time) and on the fly settings, which allow four-way adjustments with one simple touch. For more information, visit www.technogym.com or call 800-804-0952.


STILL ON A ROLL “E


Choose the right mix of bikes for your club


of member,” he says. “Think about your personal trainers too. They like a good selection of equipment to keep their clients’ programs fresh and interesting.”


Upright bikes The standard upright bike is ideal


for new exercisers and for people at lower fitness levels because they’re easy to use and non-intimidating, says Hamill. The initial visits to a club can be


daunting for new members, so an up- right bike is often a comfortable start- ing place. Just about everyone has cy- cled outdoors before, and riding an upright in a club isn’t all that differ- ent. Once beginners get comfortable with the digital displays, video moni- tors and programmed workouts, it’s


hard to go wrong. “Lots of uprights have a step-


through design,” adds Hamill, “which makes them easier to use for people who have had hip or knee surgery and for anyone with limited mobility.”


Recumbent bikes Recumbent bikes can provide


a great workout for everyone, but they’re particularly good for the age- ing population and people with back problems. “They can offer an easier and more


comfortable workout since you’re sit- ting on a large comfortable seat and leaning back onto a backrest,” says Hamill. A few minutes on a recumbent is a


great way to warm up the body or for a solid cardio workout on its own.


Spin bikes Spin classes and bikes are as popu-


lar as ever, says Hamill, who has trou- ble keeping the bikes in stock. “You really have to have them in your club,” says Hamill. “Prospects always want to know if you offer spin classes.” Hamill suggests having at least one


spin bike on the gym floor for market- ing purposes. Do people actually use spin bikes on their own in the gym? “Sometimes yes and sometimes no,”


says Hamill. “But with group cycling so popular, you need to have one or two spin bikes highly visible so pros- pects quickly see that your club is up- to-date with the latest trends.”


Keep it clean Whichever mix of bikes you choose,


regular maintenance is key to their longevity. Cardio machines in gen- eral take a beating, and they experi- ence the most maintenance issues. According to Hamill, “Day-to-day cleaning and vacuuming around your cardio machines can help extend their life, but there’s no substitute for reg- ular check-ups from a professional maintenance company.”


Watt Bike The Watt Bike measures the force the rider delivers to the drive chain; has Polar View, which allows you to see visual power output on your pedaling strokes; has a free smartphone app to save, share and analyze your workout; has a computer screen that displays over 40 cycling parameters in real time; and offers a combination of both air and magnetic resistance providing a smooth ride. For more information, contact sales@nationalfitnessproducts.com.


Cascade Group Exercise Bikes Certified for commercial use and designed with smooth magnetic resistance systems, CMXPRO bikes deliver exceptional value and performance. Choose from 2 models—the CMXPRO and the CMXPRO POWER—that fea- ture a SMARTECH console and include SPD pedals and a heart rate monitor/strap. The CMXPRO POWER has 16 levels of adjustable resistance, and it displays watts, heart rate, level of resistance, speed, cadence, calories, time and distance. All CMXPRO models include adjustable seats, multi-position handlebars, a precision-balanced belt-driven flywheel, a narrower Q factor, improved corrosion resist- ance, rear-molded stretch pads and dual wa- ter bottle holders. For more information, visit www.cascadebiketrainers.com or contact John Kennedy a 855-402-4062 X105 or j.kennedy@ cascadehealthandfitness.com.


Product Focus Each issue of FBC includes a Product Focus on a specific line of equipment, highlighting the latest technological developments. The editorial provides a brief educational overview of the product and its features, guiding readers in making the right purchase decisions for their facility and members. See Editorial Chart for details.


Supplier Profiles


Expresso HD Upright Bike The Expresso HD Upright Bike is a virtual reality exercise bike that fea- tures a 23” HD TV; active resistance (feel the terrain as you ride in the 30 gear design); 43 different tours; an adjustable pacer; eLive service, which allows you to connect to other bikes and facilities and online challenges using WiFi; and the abil- ity to participate in group rides with people from around the world, For more information, contact sales@ nationalfitnessproducts.com.


» January/February 2016 Fitness Business Canada 43


A series of articles takes a behind-the-scenes look at the supplier-side of the fitness business, profiling the people and companies that deliver equipment and services to the fitness industry. While select organizations are profiled, these articles are designed to enhance FBC readers’ appreciation for the expertise and contribution to the industry of all suppliers.


FBC TRAINERS


FOR FITNESS STAFF, INSTRUCTORS, PERSONAL TRAINERS & REHAB, SPORT & WELLNESS PROFESSIONALS


Do Less Work and Get Better Results


Turn prospects into paying clients by tracking your numbers


BY JODI RUMACK


I mean that you need to know your book rate, show rate and close rate.


Let’s start with some definitions: Book rate: The number of people


you book (confirmed day and time) for a consultation compared to the


number of people you spoke to in a given timeframe. For example, you talked to 10 people on the gym floor throughout the day and booked six of them for consultations. Your book rate is 6/10 or 60 percent. Show rate: Of the six people you


booked for a consultation, how many of them showed up? Let’s say three showed up. Your show rate is 3/6 or 50 percent. Close rate: You did full consulta-


tions with three people, and two of them bought personal training. Your close rate is 2/3 or 66 percent.


Understanding these rates is abso-


lutely crucial to progressing in your business. It is one of the best ways to figure out where you’re doing well and where there are opportunities for improvement. You may be asking yourself what


these rates should be. My answer to you is…better than they were last week! Using the definition examples


above, you can see that it took talking to 10 people to gain two new clients. Since you’re always looking for ways to improve, let’s say you want to gain 3/10 next week. (Your goal should be to get the percentages as close to 100 percent as possible in each area.) First, focus on the area where you think you can make the most impact. In this example, if you increased your book rate to 80 percent, but kept ev- erything else the same, you would sell training and gain three new clients the following week by talking to the same number of people. Magic! Here are a few tips for improving in each area:


Book 1. Ask prospects about their goals


I


’ve always loved math. Weird, I know, but in every other way I’m just like you: I’ve never wanted to sit at a desk job all day. I hate get-


ting dressed up every morning. I like wearing running shoes and sweats. I’ve never been one to sit for more than an hour at a time. And I love helping people.


30 Fitness Business Canada January/February 2016 After three months at my first real


job, sitting at a desk and wondering why the hell I wasn’t a personal train- er, I left. I had gone to school for kine- siology, and being a personal trainer was my burning desire. So off I went. As I made my way through my


personal training career, into mid- dle and then upper management of a


large fitness chain, I got the chance to use my math skills—and it changed everything. I know it’s not the most glamorous


thing, but if you’re going to run an ef- fective business—whether you’re work- ing in a club or on your own—you need to know your numbers. What do I mean by this?


Commit to tracking your numbers. You will improve what you’re doing, get the same results in less time, and be better able to plan ahead by understanding exactly what it takes to find new clients. For a monthly business tracker, visit www.ptmentors.com/mbt.


before you try to book them. 2. When you set up a meeting time,


instead of asking them to choose a time, offer two times that you have available and let them pick. It’s a lot tougher to choose any time than it is to choose between two slots. Help them commit.


Show 1. Be sure to book the appoint-


ment within 48 hours. There is a dras- tic decrease in the likelihood of them


» By the Numbers


showing up after that time period. If the appointment is booked more than four days away, the chances of them showing up are almost none. 2. Make a confirmation call the day


before the appointment. While on the phone, confirm the person’s goals (this shows that you were listening and that you care), and find out if there’s any- thing else you should know. Tell them what to expect during the consulta- tion, including the chance to discuss the best way to work together going forward (i.e., options for buying ses- sions). Stand up when you make the call. This will boost your confidence and voice quality. Get excited, and make sure they know that you can’t wait to help them!


Close 1. Don’t make this complicated. If


when you give them your recommen- dations and the cost of the investment and they say no in some way, refer back to their goals and the reasons they want to achieve them. Saying yes is an emotional decision, not a logi- cal one. Tap back into what is moti- vating them. Playing with their kids? A better sex life? Being able to carry groceries? 2. Look them in the eye with con-


fidence. Don’t fidget. Tell them the truth about what it is going to take to achieve their goals. Problem solve with them to find solutions that work for you both.


After each consultation, take


notes about what you said and how it worked. Do this for those who pur- chased sessions as well as for those who weren’t ready to start yet. Think about what you could do the next time to improve. Talk to other trainers, and find out what has worked for them. Find your groove, and make it your own. FBC


With 16 years of fitness industry experience behind her, Jodi Rumack founded Personal Training Mentors Inc. in 2013. Jodi has opened over 60 fitness clubs and has managed teams of 100+ trainers. She has driven over $14 mil- lion in program and personal training sales and is passionate about helping fitness profession- als maximize their businesses. For more infor- mation, visit www.ptmentors.com.


January/February 2016 Fitness Business Canada 31 FBC for Trainers


The purpose of the fitness trainer section in Fitness Business Canada is to educate and motivate the fitness practitioners: floor staff, personal trainers and instructors, both those employed by health/fitness facilities and those who are operating independently. Article topics include the business of personal training, certification issues, trainer profiles, professional development and industry- specific issues. All articles are read by both management and staff.


What’s New


Profiles new product releases including equipment, accessories, training aids and services of interest and value to our readers. Always read. Open to all industry suppliers.


» Supplier Profile


kinds, and then it grew like crazy.” As demand for office furnishings


exploded, the company continued to expand and produce finely crafted case goods (furniture with internal compartments for storage). D&E was innovative in terms of working with materials like plastic laminate, core board and bent plywood, along with fine-milled wood. From the start, the company earned a reputation for quali- ty products tailored to specific custom- er requirements, excellent workman- ship and great customer service. One thing that set D&E apart, and


A SOLID CASE


achieving success. Emil Shamash has done just that by creating and building D&E Wood Industries, one of Canada’s premiere case goods manufacturers. The Shamash family left Israel and


M


headed for Toronto in 1962. Emil had studied electrical engineering and au- tomation in Israel, and he parlayed his skills into a job with the federal Ministry of Transport in design and construction where he worked for six years. As the 1970s dawned, Emil was


26 Fitness Business Canada March/April 2016


any immigrants to North America dream of creating a better life by starting a business, working hard and


that continues to be a source of great pride, is its dedication to sourcing ma- terials from resources and suppliers within a 500-mile radius of compa- ny headquarters. From the start, D&E vowed to support the North American economy, and it has continued this practice even as other companies have gone to overseas sourcing and manufacturing. D&E continues to design,


» Happenings D&E Wood Mississauga, Ontario manufacturing plant


D&E has committed to several programs that reduce its carbon footprint and impact on the planet.


Regular reports include supplier news, major events, developments, trends and activities of national interest, plus major new product lines, corporate acquisitions, events and developments that are of interest and importance to our readers.


Mayfair Club, Toronto


D&E Wood Celebrates 40+ Years of Innovation and Success BY KATHRYN KORCHOK


asked to build some custom furniture for a client. It is the proverbial garage- to-gold story, as he and his brother created their wood and laminate (a new material at the time) products at home, using their design, engineering and woodworking skills to create an entrepreneurial venture. “We grew like lightning because


there was a demand for everything,” says Emil, who at 73 still reports to work every day. He refers to himself as “old in years but young in spirit.” “One customer wanted me to make


some custom furniture for him, and af- ter I made it I realized that this office furniture field was growing like wild mushrooms,” he laughs. “At first we made one kind of furniture, then two


Do you have new products or industry news you would like us to consider?


Emil Shamash, owner and president D&E Wood Industries


Oakville Club, Oakville, Ontario March/April 2016 Fitness Business Canada 27


Send press releases, contact information and hi-resolution product images to lori@fitnet.ca.


“Thanks for all your hard work and dedication to the articles, Fitness Business Canada and the industry. We are glad to be working with you fine folks!”


Marc Lebert founder—Lebert Fitness Inc.


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