HEW Enterprises, Inc. Operations Manual August 7th, 2014 The information contained in this workbook is confidential and proprietary to H.E.W. Enterprises, Inc. and its affiliates (collectively “H.E.W.”). No part of this workbook may be distributed or disclosed in any form to any third party without written permission of H.E.W.
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Table of Contents Chapter 1: Introduction ............................................................................................................... 4
Humble Beginnings ................................................................................................................................... 4 The Company ............................................................................................................................................ 4 Declaration and Goals ............................................................................................................................... 5
Chapter 2: Critical Organization Contact Information ........................................................... 6 Chapter 3: Emergency Accident Procedures ............................................................................. 8
Chapter 4: Operations Procedures ........................................................................................... 12 Business Opening Procedures ................................................................................................................. 12 Business Closing Procedures .................................................................................................................. 12 House Keeping and Appearance ............................................................................................................. 13 Job Titles and Descriptions ..................................................................................................................... 14 Employee Type and Recommended Scheduling .................................................................................... 16 Standard Reports ..................................................................................................................................... 16
Operational .................................................................................................................................... 16 Financial ........................................................................................................................................ 17
Chapter 5: Inventory Management .......................................................................................... 18 Standard Inventory .................................................................................................................................. 18
Retail Items (Goods Sold) .............................................................................................................. 18 Cleaning Supplies ........................................................................................................................... 19 Paper Products ............................................................................................................................... 19
Retail Products Inventory System ........................................................................................................... 19
Chapter 6: Employee Handbook ............................................................................................... 20 (Inserted under separate cover)
Chapter 7: Financial Management ........................................................................................... 21 Budget ..................................................................................................................................................... 21 Chart of Accounts ................................................................................................................................... 21 Bookkeeping ........................................................................................................................................... 21 Financial Reporting ................................................................................................................................. 22
Chapter 8: Customer Service .................................................................................................... 23 Welcome ................................................................................................................................................. 23 Smiling Over the Phone .......................................................................................................................... 23 First Time Customers .............................................................................................................................. 23 Speaking the Truth .................................................................................................................................. 24 Clean and Organized Facility .................................................................................................................. 24
Chapter 9: Advertising and Marketing .................................................................................... 25 Introduction ............................................................................................................................................. 25 Guerilla Marketing .................................................................................................................................. 25 Lead Generation ...................................................................................................................................... 25 The Process: Lead Generation to Lead Conversion to Client Fulfillment ............................................. 26 The Strategy ............................................................................................................................................ 26
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Chapter 10: Sales System ........................................................................................................... 28 Introduction ............................................................................................................................................. 28 Filing System .......................................................................................................................................... 28 Phone Calls ............................................................................................................................................. 28 Walk in and The Tour ............................................................................................................................. 36 How to: .................................................................................................................................................... 38
Schedule First Workout Appointment ............................................................................................ 38 Process First Free Workout ........................................................................................................... 38 Sign up new member for their 5 Week Boot Camp ........................................................................ 38 Rollover and Re-measure ............................................................................................................... 39 Use Contact Logs and When to Use Them ..................................................................................... 39
Suspensions and Terminations ................................................................................................................ 40
Chapter 11: Coaching a HEW Class ........................................................................................ 42 The Set Up .............................................................................................................................................. 42 Class Structure ........................................................................................................................................ 42 Time Management .................................................................................................................................. 44 Understanding your Responsibilities ...................................................................................................... 45 Injured or Deconditioned Clients ............................................................................................................ 45 1st Time Customers ................................................................................................................................. 46
Appendix 1: Sample Financial Report ..................................................................................... 47
Appendix 2: Sample Budget ...................................................................................................... 53 Appendix 3: Chart of Accounts ................................................................................................. 56
Appendix 4: New Hire Document Check List .......................................................................... 59
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Chapter 1: Introduction Humble Beginnings In 1991 as the owner of Decatur Fitness Center, Matt Hunt started testing a metabolically potent workout formula. His formula had no name yet, but was a series of Functional Movements, performed at high intensity. In 1998 while dabbling in the extreme athletic sports realm, Matt met Airborne Army Ranger, Jono Senk. Jono pushed fitness beyond limits of what was normal and vomiting after intense workouts was commonplace. Jono introduced Matt to Navy SEAL, Don Mann, author of Inside Seal Team Six, another extreme exercise pioneer. The daily WOD you now experience came from those associations. In 2005 with 9-franchised locations, Matt was introduced to Greg Glassman, CrossFit’s™ founder. Greg asked Matt to consult as a SME (subject matter expert) on how to open locations with systems for a successful operation. And that is the story of how HEW was born. Introduction to the Company HEW is an instructional and educational facility. We offer group training and nutrition for clients who are trying to lose weight and get in shape for the long term. Since we created exercise coaching and since we are the first in our industry, we consider ourselves “the leader in exercise coaching.” At HEW, our declaration statement is “Making American’s Strong & Confident.” HEW offers exercise coaching in groups at 10-classes per day. This concept not only allows but also ensures that our clients have fun and get fit while working out. And, the HEW method works! Our members lose weight, tone up and reduce stress. With HEW’s unique approach, our clients find it easy to stay motivated, because they are getting into shape and building relationships with their group members and exercise coach. HEW welcomes people of all ages, but we target those who are thirty and older. Our clients have tried everything – the health club memberships that go unused, attempting to exercise on their own, buying home fitness equipment that ends up in the attic or garage, the latest fads. They realize that they need to exercise in order to look and feel better, but they also recognize that they need help to stay on track. Individual sessions with personal trainers, however, are expensive, averaging about $100 per hour. In increasing numbers, our target clients are turning to H.E.W. Even more importantly they are sticking with H.E.W. because it is affordable, they get results and they enjoy our community.
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Company Declaration and Goals The H.E.W. Declaration Statement is the following: Making American’s Strong and Confident! Our Company Values: Personal Responsibility: You are completely responsible for how your life turns out! You control your own destiny by taking a no excuses, proactive stance. Every day you take it upon yourself to become either more like the person you want to be... or just the opposite! Loyalty: Is our feeling and attitude of devoted attachment, affection and support for each other, our clients and our belief in being fit! Honesty & Integrity: We will follow through on promises and commitments made. Perseverance: We will continue steadily until our desired results are achieved. Gratitude: We are thankful to be given the opportunity to lad others to a life of abundance through healthful wisdom. Purpose: To make Exercise Coaching the “Standard of Exercise”. Culture: Is a business that comprises a hardworking team of players, dedicated towards our vision, mission and purpose, all of which share a “passion for fitness”.
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Chapter 2: Critical Organization Contact Information In Case of Emergency 9-1-1 Location Address: Gym Phone# Owner Phone# Franchisor HEW Enterprises, Inc. 10190 Riverside Drive Palm Beach Gardens, Florida 33401 John Annunziata 561-827-9599 Matt Hunt 561-339-9035 Randall Greer 561-339-5905 Insurance Agent Affiliate Guard P.O. Box 266 Bountiful, Utah 84011 Vaughn Vernon 801-688-4883 Attorney Firm: Address: Name: Phone#
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Accountant Firm: Address: Name: Phone# Contractor Firm: Address: Name: Phone#
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Chapter 3: Emergency Accident Procedures In the case of any and all accidents stop all class activity if there is not adequate supervision (i.e. another coach on the floor). Determine level of accident/injury before continuing the class. The first aid kit is located next to the bathrooms behind the coach’s desk wall. Above all keep a calm and in charge demeanor. Fill out Incident report immediately. During all hours of operation, health/fitness facilities need to have a manager on duty (MOD) that has the overall responsibility to carry out the EAP properly in the event of a medical emergency. Once upon the scene, the MOD should make certain that all staff members (e.g., first responder, communications, and crowd control) are performing their jobs properly, assist where necessary, and direct the overall situation. In addition, the MOD should make sure that what is communicated to the injured party is appropriate such as: 1. Express sympathy, but do not admit to any fault. Do not say, “It is all our/my fault.” 2. Do not make any promises. Do not say ‘‘Our/my insurance will pay for everything.’’ What is said to an injured party is important because he/she may rely upon any statements and/or promises made at the time of the medical emergency and include them in his/her claim or lawsuit, which may increase liability for the health/fitness facility. Level 1: Minor Example - Box Jump, Scraped Shin; Torn hands from pull-ups These are injuries, which in the normal course of events will not hamper the athlete’s ability to continue prior activities. They should be recognized and recorded as follows in the event that the seriousness of the injury is misunderstood, or complications develop. The injury will be written up in an incident report. Ask the following questions: Is client is okay? Yes: make sure they are really okay and pride is not getting in the way No: check for visual signs of injury Are they in pain? Yes: where and how much pain (1 least - 10 most ever) No: next question Are they bleeding? Yes: Get and use antiseptic wipes and Band-Aids from first aid kit. Athlete may be able to do this him or herself. No: Double check. Do they need other aid? Can they continue? Yes: disinfect any equipment if there was blood using Lysol wipes. Make sure area and athlete is
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clean before continuing. No: See Level 2 Level 2: Moderate Example Twisted ankle, minor pain, pulled muscle, cramping These are injuries, which in the normal course of events may hamper the athlete’s ability to continue prior activities. They should be recognized and recorded as follows in the event that the seriousness of the injury is misunderstood, or complications develop. The injury will be written up in an incident report. Is client is okay? Yes: make sure they are really okay and pride is not getting in the way No: check for visual signs of injury Are they in pain? Yes: where and how much pain (1 least - 10 most ever) No: next question Are they bleeding? Yes: Get and use antiseptic wipes and Band-Aids from first aid kit. Athlete may be able to do this him or herself. No: Double check. Do they need other aid? Can they continue? Yes: disinfect any equipment if there was blood using Lysol wipes. Make sure area and athlete is clean before continuing. No: What is the nature of the injury? Joint or muscle? Can they place weight on it? Is there swelling? Yes: Get Cold pack from first aid and ace bandage, Ice and wrap injury to limit movement (i.e. sprained ankle/wrist/knee) No: Next question Can they walk? Yes: Ask if they would like to stay and rest before leaving. No: Ask whom to call to pick them up Can they drive? Yes: make sure they are clear headed No: Ask whom to call to pick them up Level 3: Serious Example Muscle tear, dislocation
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Serious injuries are injuries which are not life threatening, but which may require medical attention. If, in the opinion of the responsible coach and the athlete, medical attention is required; the athlete should not continue training/working out. The Athlete will be removed from activity. If needed an emergency contact, the parent or guardian is notified. The athlete will be advised to seek medical attention as necessary. The injury will be written up in an incident report. Is client is okay? Yes: make sure they are really okay and pride is not getting in the way No: check for visual signs of injury Are they in pain? Yes: where and how much pain (1 least - 10 most ever) No: next question Are they bleeding? Yes: Get and use antiseptic wipes and Band-Aids from first aid kit. Athlete may be able to do this him or herself. No: Double check. Do they need other aid? Can they continue? Yes: disinfect any equipment if there was blood using Lysol wipes. Make sure area and athlete is clean before continuing. No: What is the nature of the injury? Joint or muscle? Can they place weight on it? Is there swelling? Yes: Get Cold pack from first aid and ace bandage, Ice and wrap injury to limit movement (i.e. sprained ankle/wrist/knee) No: Next question Can they walk? Yes: Ask if they would like to stay and rest before leaving. No: Ask who to call to pick them up Can they Drive? Yes: make sure they are clear headed No: Ask who to call to pick them up Is the injury severe enough that it needs an ambulance? Yes: Call 911, do not move athlete or let them move No: Are you really sure? Offer to call an ambulance at least 3 times. Level 4: Immediate attention required or Unconscious Example Extreme pain, broken bones, Unconscious If, in the opinion of the responsible coach, the injury is life threatening, the coach will immediately call 911, followed by a call to the athlete’s emergency contact, parents or guardians. The coach will stay with the injured athlete until the paramedics arrive, and their treatment of the
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athlete is completed. The injury will then be written up an incident report. In the case of a life threatening injury, the General Manager should be notified as soon as possible by phone call. CALL 911 IMMEDIATELY Have a coach or member wait outside door for ambulance Do they need CPR? Yes: start CPR, Follow CPR guidelines Is the Athlete conscience ? Yes: Can they respond to you? Is speech clear? Keep a calm and assuring speech and body language. Do not move them, let them know that an ambulance has been called and they need to remain calm and still. No: Stay with athlete Are they bleeding? Yes: Apply compression to area to stop bleeding if needed. The head coach or trainer on the floor will make a determination of the best course of action regarding the patient’s health and safety. An appropriate accident/incident report must be completed and filed with the General Manager. These reports are for record keeping and verification. Individuals requiring medical attention must defray their own expenses.
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Chapter 4: Operations Procedures Opening Procedures 1. Open and unlock all doors. 2. Check all cubbies and pick up paper and trash throughout the restrooms. 3. Make sure restrooms and showers are clean and organized. 4. Set up equipment for workout of the day. 5. Turn on the sound system 6. Turn on all breaker switches or light switches. 7. Turn on computers 8. Set up front desk check in 9. Write W.O.D. and Warm-up on Whiteboards 10. Turn on air conditioning or heat. 11. Check everyday to have the proper stock for:
• Sales Agreements/Liability Waivers • Paper for printer • Chalk • Paper products for bathrooms • Drink Products
Welcome all of your clients with a smile and “kick their butts” in every session.
Closing Procedures
1. Make sure all the clients have exited the building. Check the restrooms, and proceed with closing duties after locking the front doors
2. Clean up all cubbies and pick up paper and trash throughout the restrooms 3. Clean restrooms and showers 4. Take a quick look around the center and check all weight trees and weight stacks. ALL
weights should be in numerical order and stacked in an orderly fashion. Make sure ALL Exercise Coaching tools are in their proper places and all weights are broken down of the weight bars and put up properly. Put all bars back on the racks
5. Turn off the sound system 6. Close register out and always leave $20.00 in ones only in drawer. 7. Shut down computers 8. Turn off lights 9. Turn air conditioning up in temperature if warm, and/or turn heat down to 50 degrees if cold. 10. Check everyday to have the proper stock for:
• Sales Agreements/Liability Waivers • Paper for printer • Chalk • Paper products for bathrooms
11. Secure and lock the front door and have a good night
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Housekeeping and Appearance
At HEW we take pride in the cleanliness and appearance of our facilities. To maintain a pristine facility it takes dedication, consistency and paying attention to the little things (Ex. HAIRBALLS in the corners!) The following is a checklist of cleaning responsibilities:
1. Hourly: • Clean bathrooms on hourly basis. • Check for paper towel refills. • Check toilet paper. • Wipe toilets. • Wipe sinks.
2. Daily:
• Floor Scrub the floor every night completely. • Vacuum and mop corners every night. • Vacuum office floors daily. • Wipe down all Medicine Balls and Ab-Mats with Lysol Wet Wipes. • Wipe down all Pull Up Bars, Dip Station Bars, and Rings, with Lysol Wet Wipes. • Wipe down the drinking fountain with Lysol Wet Wipes. • Pick up small pieces of trash all over floor. • Wipe dust from lights, mirrors, etc. • Clean Bathrooms:
o Scrub floor with cleaning chemicals o Scrub shower stalls, floors and walls o Clean sinks o Clean toilets o Check paper towels and replace if needed o Check toilet paper and replace if needed o Wipe off dust from shelf o Wipe off dust from lights above mirror o Clean mirror o Wipe off hand prints from door near door handle, both inside and outside, and
hand prints near the light switches 3. Weekly:
• Cleaning all the baseboards with a towel and spray solution, around the whole gym, bathrooms and offices. The area must have all dust and marks removed.
• Wipe down wall scuff-marks underneath 8-feet, from wall ball, tires, handprints, etc. • Clean all mirrors twice weekly. • Clean doors and windows twice weekly. • Floor Cleaner
o Flush out grey water tank o Clean brushes o Check water level in batteries
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4. Monthly: • Change AC filters • Dust Speakers
Job Titles and Descriptions
“Coach”
The main responsibility of the H.E.W. Coach is to love on your groups with authority and solid character so that each clients leaves with a smile, and feels like family.
How you do this is through instructing groups in our various daily exercises You must have the ability to impart each movement to prevent injury and ensure safety with a specific result in mind. Your job is to assess each client’s exercise proficiency level and build a foundation through modifying movements until body strength and technique improve. Each client should feel accomplished after the workout even if performing a modified workout. As each client progresses you are responsible to encourage and help them set new fitness goals. Typical Floor Responsibilities:
• Group Warm-up: Have a prepared warm-up, which engages muscle groups to be used in the daily workout. Warm-up must include 2-3 minutes of slow metabolic exercises, followed by joint mobility leading into instruction and active movement. A proper warm-up should raise the body temperature 3 degrees and take no longer then 10-15 minutes.
• Group Introduction: At some point during the warm-up a group introduction must take place, including an “ice breaker” question of the day in which client states his or her name and answers the question.
• Explain the workout of the day in detail including instruction, demonstration and modifications.
• Instruction and Encouragement during the entire workout. Coach must be vocal and constantly “yell” exercise queues, correct client’s form and encourage client’s to move faster, rest less and have FUN!
• Cool Down: Stretching and loosening up the muscles and joints engaged in the workout in 5-10 minutes. Always get clients to stretch. Typical tools: rope, pvc pipe or body weight.
• Client Interaction: Get to know your clients. Before and after the workout make an effort to learn something personal about your clients. Pray for them when needed, talk to them about nutrition and its importance and through that make a personal connection.
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“Front Desk”
• Greet members by name & Check in members for each class • Take attendance at beginning of class
o Let coach know if there are any birthdays or 1st timers • Track Rollovers - Notify members in week 4 of boot camp • Account or payment issues
o At check in if there is an “unpaid” class on their account: § Investigate “unpaid” § Highlight Name on attendance sheet to notify head coach the client
should come to the front desk after the workout § Reconcile account
• Phone Calls • Walk-ins & Tours • Appointments
o Ensure waivers are filled out completely o Introduce new client to head coach o Follow-up after class
• Collect 3 day food journals • NuFit Appointments • Retail Sales
o Workout Modifications for injured or de-conditioned clients o Sign up new clients o Collect fees o Issue scan cards o Photo in Mindbody profile o Measurements o Goals o Rollover clients o Confirm auto pays on credit / debit card o Re-measure o Assess goals & Set new ones
• Assistant coach ‘Floater” during instruction and workout
“Manager”
The Manager is responsible for all above listed responsibilities of the Coach and Front Desk. A manager’s top priority is to ensure a high level of customer service from the Front Desk and Coaches. Other duties include but are not limited to:
• Communicate directly with owner • Oversee daily, weekly, monthly scheduled activities • Run Weekly Reports (MIA & Rollover) • Oversee and make Sales Follow up phone calls • Train new hires • Financial Management
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o Monthly Budget o Sales Goals
• Coordinate Community Events • Maintain Inventory of Merchandise • Maintain Inventory of Paper/Cleaning Supplies • Create Staff Schedule (Including Saturday Schedule)
Employee Type and Recommended Schedule
1. Full Time • Open: 5:30am – 2:30pm • Close: 11:00am – 8:00pm
2. Part Time: • Open: 5:30am – 12:00pm • Close: 3:00pm – 8:00pm
*Staffing will vary between locations. For peak hour classes in excess of 25 members it is recommended to have minimum 3 staff members at the facility. Schedule additional coaches as necessary.
Standard Reports
1. Operational (Generated in Mindbody Online)
“M.I.A.” (Last Visit)
*This report should be generated every Monday
Steps to generate this report
Step 1: Tag Active Members
Reports -> Clients -> Membership -> Click “Generate” -> Click “Total” -> Click “Tag New”
Step 2: Run Last Visit Report
Reports -> Clients -> Last Visit -> Edit Last Visit date to previous Tuesday -> Who took 1 or more Sessions -> Between “3 months prior” And “Today’s Date” -> Check box “Tagged clients only” -> Click Generate
Step 3 (Optional): Export Report to Excel and format
Step 4: Print document
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“Rollover” (Pricing Options Expiration)
*This report should be updated the last week of each month
Steps to generate this report
Step 1: Generate Report
Reports -> Clients -> Pricing Option Expiration -> Display Pricing Option Expirations between “Select 1st of next month” and: “5 Weeks from date” -> Service Category “HEW Classes” -> Select all 5 Week Boot Camp Options (5 Week Boot Camp, 5 Week Groupon, 5 Week Boot Camp Promo, etc.) -> Click “Generate”
Step 2: Export to Excel
Step 3: Print
How to code this Report:
When making phone calls you need to document the phone call both on the sheet and in the contact logs. Use the following Coding on the report:
O – Open: You made contact either in the gym, over the phone or email. This individual has not decided to rollover
X – Out: You made contact with this individual and they opted not to rollover into a reoccurring membership
✓ - In: You made contact with this individual confirmed they are continuing their membership and the auto pays have been set up in the system
At the end of the month calculate your rollover percentage (# Rolled over / # of Opportunities) write the ratio and percentage at the top of the page and put in the rollover file for your records.
2. Financial • Mindbody Sales Report
o Sales -> Sales By Category -> 1. Dates (Quick Dates: Last Month) -> 2. Leave all defaults -> 3. Accounting Basis: Cash -> Click “Generate”
• Profit & Loss (Quickbooks Accounting Report) • Balance Sheet (Quickbooks Accounting Report) • Financial Statement (Prepared by your Accountant)
o Sample Financial Statement can be found in Appendix 1
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Chapter 5: Inventory Management The following tables include recommended items, venders and quantities required to operate your facility.
Retail Items (Goods Sold)
Item Vender Quantity
Printed Materials
HEW T-Shirt/Tank HEW Enterprises/ Logodogz Printing
100-300 (Male/Female Ratio 30%/70%)
HEW Wrist Wraps HEW Enterprises / Strength Wraps 20-30
HEW Blender Bottles HEW Enterprises 30-60
Schedule Cards Exceleron Designs 1,000
Rack Cards (Flyers) Exceleron Designs 500
HEW Icon Vehicle Stickers HEW Enterprises 200
Workout Accessories
Athletic Tape Goat Tape / Johnson & Johnson / Mueller 24 (1 Case)
Lacrosse Balls LacrosseBallStore.com 120 (1 Case)
Cable Speed Ropes X Training Equipment / BuyJumpRopes.com 20-30
Supplements
Supplements may vary. Contact HEW for updates. All supplements sold must be approved by HEW Enterprises, Inc.
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Paper Products
Item Vendor Quantity
Toilet Tissue ArmChem 2 Cases (Increase as Necessary)
Center Pull (Paper Towels) ArmChem 2 Cases (Increase as Necessary)
Sanitary Wipes ArmChem / Wal-Mart / or Equal Varies
Cleaning Supplies
Item Vendor Quantity
Bleach Wal-Mart / or Equal 1 Gallon
Multi Purpose Cleaner (Pin-Sol)
Wal-Mart / or Equal 1 Gallon
Newline New Fresh (Rubber Floor Deodorizer)
Cleaning Supply Store 1 Gallon
Eco-San (Rubber Floor Sanitizer)
Cleaning Supply Store 1 Gallon
33 Gallon Trash Bags Wal-Mart / or Equal 1 Carton
13 Gallon Trash Bags Wal-Mart / or Equal 1 Carton
Glass Cleaner Wal-Mart / or Equal 6 Cans
Air Freshener ArmChem / Wal-Mart / or Equal 8 Cans
Retail Products Inventory System
1. How to verify your inventory “on hand” • Count all items you physically have “on hand” • In your operating system (Mindbody) go to:
o Products -> Select Product -> Under Inventory Verify “Number in stock” o If the “Number in stock” does not match then update to match
2. New Inventory Received
• Products -> Select Product -> Under Inventory click “Log Inventory” -> Fill in “Units to Log” with quantity of order received -> Click “Update Inventory”
• Verify Wholesale Cost under “Basic Information”
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Chapter 6: Employee Handbook
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Chapter 7: Financial Management Budget
See Appendix 2 for a sample monthly budget.
1. Definition: an estimate of income and expenditure for a set period of time 2. How to use:
• Create a budget based on your expected monthly expenses • Free Rent Period: Create 2 budgets one with the initial rent included and one without
o The funds left over during your Free Rent Period are to be saved • In the first year of business your budget should be analyzed on a monthly basis
3. Understand “Fixed” costs versus “Variable” costs • Example Fixed costs: Mindbody Service Fee, Dues and Subscriptions, Rent (may
increase periodically), • Example “Variable” costs: Payroll, Electric, Maintenance, Retail Items, Paper
products, Cleaning Products 4. Budget Analysis: Verify your “Actual” costs logged into your accounting software to
your “estimated” costs. Update your budget accordingly.
Chart of Accounts
See Appendix 3 for the HEW standard chart of accounts
1. Definition: a list of accounts used by an organization to define items for which money is spent or received. The chart of accounts consists of balance sheet accounts (assets, liabilities, equity) and income accounts (revenues, expenses).
2. How to use: • Provide your accountant the chart of accounts during your initial meeting. Set up
your accounting software to reflect the HEW standards along with your specific needs.
• Financing Activity may vary: your initial capital contributions will likely be a third party loan that will be logged as a Note payable or will be money you personally put into the business that will be logged as a Shareholder loan. Either type of capital contribution will be set up based on the terms of the agreement. When logged into your accounting software there will be a “Principle” payment and an “Interest” expense.
Bookkeeping
1. Definition: the recording into the books or accounting system on a day-today basis of the financial transactions pertaining to the business
2. Frequency: At a minimum your accounting software is to be updated on a weekly basis 3. Reconciliation of you bookkeeping should be completed by your accountant on a
monthly basis
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Financial Reporting
1. You are required to submit the following on a monthly basis due the 15th of the following month: • Profit & Loss (Monthly) • Profit & Loss (Year to Date at Month’s End) • Balance Sheet (Year to Date at Month’s End)
If the data in the reports are concerning in any way the following reports will be requested:
• Sales Report By Category (Mindbody) • Detailed Expense Report (Accounting Software) • Updated Budget • Quarterly Rollover Percentage broken down by month • Projected Revenue for next month • Average Daily Attendance • Peak Hour Class and Attendance
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Chapter 8: Customer Service Welcome
“Be glad there’s one place in the world where everybody knows your name
And they’re always glad you came
You wanna go where people know, people are all the same
You wanna go where everybody knows your name”
Cheers Television Show Theme Song
Hard Exercise Works is more than a gym, it’s a Community. Each and everyday members new and old come to the gym for one reason or another. Our job is to welcome them with a smile and greet them by their name. A warm smile, words of encouragement, a pat on the back or simply saying “good to see you today” are all ways to make people feel welcome, but knowing their name makes them feel at home.
Definition: the action of helping or doing work for someone.
“For even the Son of Man came not to be served but to serve” Mark 10:45
It all starts with a phone call
You only have one shot at a good “first” impression, agree? When you answer the phone do you do it with a smile? Yes, that’s right the person on the other end can tell whether or not you are smiling at them.
The information phone call is your opportunity to welcome a new member. It’s likely the caller has been trying to work up the courage to call for several months. They are scared to death…HARD….scares most people. In the fitness industry many people are looking for quick results, but like grandma always said “anything worthwhile in life if hard.” Listening to the questions the caller has and providing answers with a smile will give them the confidence to come in for their first workout.
First Time Customer
They finally did it, built up enough courage to walk through your door!
Steps to provide a customer a good first experience:
• Greet them with a smile, shake their hand and introduce yourself • Complete all paperwork • Introduce them to the coaches • Give them a quick tour of the facility:
o White board
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o Bathrooms o Equipment layout for today’s workout
• Introduce them to a veteran client • Ask the veteran to show them the route for the warm up run • Let them know they are only required to do half the workout and that the coach will show
progressions for all the exercises • Smile and let them know they can do it! • Keep a close eye on them during the warm up • Make sure they understand the workout flow • Spend 80% of your time with them during the workout • Use their name when encouraging them in the workout
Speaking the Truth
“The risk of insult is worth the price of clarity.” Roy Williams
Customer service is also speaking the truth. It’s hard to tell people what they don’t want to hear.
“It’s not the jeans that make your butt look fat, it’s the fact that you are fat.”
Instilling values in your members will help them achieve their goals. Integrity and honesty are two key values needed for success. Members will look you in the eye and lie. Your job is to listen and ask questions. Speak the truth to them. If they are eating what they are suppose to be eating then they will not be fat. If their attendance is not consistent then they will not be successful. If their doctor tells them that squatting is bad for them, tell them the doctor is wrong, squatting with improper form is bad for them. So is eating sugar, grains and drinking alcohol. All will cause joint inflammation and pain.
Telling the truth is not always easy. Be genuine with your responses and speak the truth in an encouraging way.
Clean & Organized Facility
The Customer experience is unique to each individual in each class. Whether a member attends the 6:00 AM class or the 6:00 PM class their experience should be the same. Equipment should be reset and wiped down after every class and bathrooms should be picked up and wiped down after every class.
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Chapter 9: Marketing and Advertising Introduction
1. Definition of Marketing: the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large
2. Definition of Advertising: the paid, public announcement of a persuasive message by a business of its products or services to its existing and potential customers
Lead Generation
Our Marketing plan includes Guerrilla Marketing, Website and Social Media
Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare, which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla-marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks. Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.
Guerrilla marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Sales do not compose of the primary static to measure business but is replaced by profit. Emphasis is on retaining existing customers then acquiring new ones.
The Flyer is how we handle getting our brand name out. We’ve created a stock, very professional 4 by 9-inch media piece, which is our cornerstone-marketing piece. This piece has been carefully worded, crafted and designed to have the best possible impact for lead generation. It took 19-years to create a skillfully develop piece that works. Your main mode of lead generation is daily take your flyer in your mapped demographic business area, 4-days per week spending at least one-hour per day going into your local businesses doing this self-promotion. Your goal is to be the “local business expert” for
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Coaching. (WE CANNOT STRESS THIS ENOUGH…the difference between our success and our competition, is that we consistently, and daily get the flyers out. In our industry, it is the strongest-most dominant tactic to take for market share. LIVE AND DIE BY THIS RULE.
The Process: Lead Generation to Lead Conversion to Client Fulfillment
1. Location, Fliers, Social Media, Website”. These are the primary methods we use for getting the attention of individuals who share our same mindset of wanting to get in shape. The industry calls it lead generation. Yet it’s a rather simple concept of gathering leads. Speak to the clientele you want, in a way they will receive it, then watch them phone or come by your location. After a while, the statement that you make to the public results in building a brand. If your statement is the same, followed by consistent service, the stronger a brand you begin to build.
2. Information over the Phone, to the Free Invitation, to the Tour. The process of handling a phone call response starts with answering the client’s needs over the phone. When properly done it ensures they will come in for their free appointment. The selling process is really a Non-Selling Process and more of a Buying Opportunity. The workouts sell themselves.
3. Client Fulfillment. Every Individual has expectations for an upcoming experience. We paint the picture to them that:
• “It’s going to be hard....very hard” • 15% of new clients on their first visit, end up vomiting out the side doors • However, the workout is so definitive, you will know whether you’re on the team, or
your not! • Using key phrases as described above ensures you will create apprehension in the
prospect. And raises their level of anticipation, which is actually very unique for a gym. No one else can compete on the brand keyword of “Hard”.
The Strategy
1. Hard Exercise Really Does Work. 31-years in the making our unique methodology works very well. Constantly varied, functional movements performed at high intensity. “Change your workouts everyday, use your whole body, and make them hard and fast”...what a novel concept!
2. The 5-Week Boot Camp. If you had a choice, and you had to pick only one, would you advertise to Men or to Women? We chose women. And we did it because they are the final decision makers for both themselves and their husbands. Women are the “neck” that turn the man’s head. By targeting women solely, we have a clear and undiluted focus as well as the ability to capture their husbands, boyfriends, etc. as clients too.
3. The $199 price point. 5-weeks for $199 is an incredibly good value. Compared to the competition, we win hands down. It averages to $6.63 per session. Where else can you get top-notch instruction, and lose all the weight you want for that low of a price?
4. 10-classes daily. Not only is our price low, but also to be able to offer the flexibility of 10-classes per day along with 2 additional Saturday classes shows the consumer we are committed to serving them well.
5. “The risk of insult is the price of clarity”. We know we stand out in the crowd. And we make some really bold claims. We do however back them up. If what we say offends
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people...so be it. We would never be offensive; it just is what it is. Being clear and truthful is always the best policy.
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Chapter 10: Sales Systems Introduction
Keep it simple, follow the “systems” and you will be successful. Without sales systems you will not have clients. The following are key concepts to remember when “selling.”
• You are not selling, you are creating a “buying opportunity” • Every person that walks through your door came there for a purpose, find out what that
purpose is so you can help them • How do you find that purpose? By listening! Don’t become victim of trying to think of a
response before they’ve even finished talking….actually LISTEN to what they have to say…then offer them real suggestions
• Speak the truth! There are only 2 Reasons why people don’t join: 1. You believe their lies, or 2. You’ve talked them out of joining. All objections can be overcome.
• Follow the system…don’t skip steps or take shortcuts. Study and Read all your sales books in training.
Filing System
The following is a list of files you will need at the front desk for your sales system:
• Blank Client Waiver/Agreement Forms • Fitness Profile (Binder) • New Client Waiver/Agreement Forms
o File by Last Name o Use 1 folder for each letter of the alphabet
§ If necessary use additional folders • Example: Aa-Ak / Al-Az
• Follow Ups • Rollover
o 1 Folder for Current Rollover Report o 1 Folder for Monthly Results
Phone Calls
1. 5-Week Boot Camp Info Call • The steps:
o The class is 5 days per week for 5-weeks o It costs $199 (averaging $6.63/session) o Boot-Camp participants can start on any day. o They must bring a 3 day food journal to their first workout. Explain the 70%
nutrition component over the o Tell them to pick a day and a time (give them a day and 2 options for class
times) o Collect credit card confirmation over the phone to book the appointment….no
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exceptions! o Always, direct them to the website to view testimonials. o Ask them if they are nervous or excited about coming in.
• Goals: o Keep control by asking questions o Listen carefully o Excite potential member o Track advertising o Set appointment
• Typical phone call flow:
Thank you for calling Hard Exercise Works (Location), this is _________, how can I help you? Great! Let me explain how the 5-Week Boot Camp Works? Helps with initial control of conversation Allows you to make a personal connection
Okay, so you got our BOOT-CAMP flyer, (keep in mind 90% of our clients “think” they are looking for weight loss…so address this issue first if it comes up. Emphasize that our Boot-Camp is Really Hard, but it really works) Where do you work out now? What are you doing now to get the results you want? • Is it working? • what have you done in the past? (Spend quality time here answering questions, and guiding them to book an appointment. Let them know that we are very busy and they can book in a couple of days) Helps you empathize with the caller with what he/she has been through Understand how frustrated he/she may be with past results or health clubs in general Shows the customer you are interested in their needs Explain the 5-Week Boot Camp (Really Hard Exercise And It Works) It’s Navy Seal Training. It’s also what most Army Rangers and Seals do to prepare for combat…(Constantly Varied, Functional Exercises perform at High Intensity) All our workouts are built upon the previous days wkts and follow a modality sequence, so you’re not going to want to miss one day. That’s why we need you here 5-days a week for 5-weeks Explain that they MUST bring in 3-days of recorded food history, with the times they ate their food. This ensures that we can hold them accountable for 5-weeks of food which is 70% of the program. Ask them if they’re truly committed to hard work, and the changes that will come? Book the appointment. Our initial session is always free. Ask if they are a morning or afternoon person. (You choose the day and the time) Explain to them that we are booked up a couple of days in advance as our program really works and demand is high, so here are the requirements for scheduling: Tell them you need:
Their email address Their cell phone number
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Their credit card number and tell them if they miss the appointment they will be charged $20, but if they make it, their session will be completely free. Then explain to them that accountability works. (Let them know that their workout experience is so “definitive” that they will either say “no thanks I hate you guys” or “they will love us and sign up immediately”)
When setting appointment-Always close on two options- Ask them if they are a morning or evening person?- Would you like to start today or tomorrow?- 6:00 am or 7:00 am? Try to keep their appointment during your shift.
Get all of the following info: First name • Last name • email address • cell phone • Credit Card info
After you set the appointment, make a futuristic comment (see below) and ask if they are nervous or are they excited. So Mary, are you nervous or are you excited? Assures the caller you can help with their concerns Make sure the caller knows where we are located and where to park and what they will need for their Session Here is what you will need for your Exercise Coaching appointment. Wear comfortable workout clothing, bring a water bottle and towel, and make sure not to forget your 3-days of recorded food history, and most of all show up 15-minutes early.
Trouble Shooting: When the call starts with a question- If the question asked by the potential member requires a short answer, answer the question, and then ask for her/his name. If the question asked by the potential member requires a long answer, comfort the caller by letting her know you can help with that question and then ask for her name before you answer the question This will help you stay in control When asked any question- Answer their question then immediately ask them a question relevant to their initial question that will help you understand more about the caller & stay in control When asked about prices- It’s only $199.00 for the 5-Weeks. After and if they get through their 5-Weeks, the rate is only $6.33 each session. IF MONEY IS AN ISSUE….Explain to the caller that we never let money be the focus or concern and we can always work on money with them. If the caller does not want to set an appointment- Emphasize that our appointment only policy is in place to make sure we have enough coaches to better serve our clients and if they’re serious about accountability, they’ll set the appointment.
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If the member is standoffish and won’t comply with your questions Ask caller if she is nervous about starting to exercise again Ask caller if she had a bad experience at another center Explain that you are truly trying to help Ask caller if they are ready to get to (state the desired results)
Overcoming Objections:
Pause for 4 seconds, asking Jesus to help you help them 1…2…3…4 Cushion the objection Okay, I understand Isolate the objection (by paraphrasing) Ask why? Then Isolate The only reason you don’t want to set an appointment is because you don’t have your calendar in front of you. Is that correct? Overcome the objection No problem I understand. When will you be by your calendar again? Okay, I am sure you are very busy. I will make it easy for you; give me your name and number and I will call you at 5:00 and we can go ahead and set the appointment. That will give you one less thing to worry about. Close again What’s your work number? Do you have a cell phone? Great I will call you at 5:00 Sample phone call: Matt: Thanks for calling HEW, this is Matt, how may I help you? Caller: I’m calling about your BOOT-CAMP? I was wondering how much it costs? Matt: Well thanks for asking, and I’ll be happy to tell you what we do here that will benefit you, to whom am I speaking? Caller: My name is Kristin. Matt: Hello Kristin, nice to meet you, what’s you last name? Caller: Ackerman. Matt: Thanks for that information. Our BOOT-CAMP class is limited in size and we take clients on a first come first serve basis. The fee for the 5-weeks at 10-sessions per day, 5 days per week is only $199. Why are you interested in our bootcamp? Kristin: Well, I need to really lost weight and tone up and I want to do something different.
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Matt: Excellent, our boot-camp Workout-of-the-Day changes everyday. And it’s the main reason you get results so quickly in 5-weeks. In each workout of the day, you will have a variety of exercise that you need to accomplish for either time, or by round count. And because our workouts are so intense, most are held down to 20-30 minutes. But this intensity is where you get major changes, ”hence the moniker, really hard exercise”. The payoff for you is that you will stay lean, strong and sexy. And you will lose weight fast. The other side of what we offer, and which is 70% of the equation is our NuFit System Diet. It’s a paleo diet that helps you become leaner, stronger and faster, which is what we are all looking for wouldn’t you agree? Caller: Now I’m really scared! Matt: Don’t worry Kristin…we just know from running these classes for years that clients always do better than the “so-called” professionals. And it’s the reason you’re paying us anyway. We are obligated to get you in shape fast. Kristin: I would like to bring a friend with me. So I’m going to check with her and then call back. Matt: That’s great news, however let me state clearly that our class is limited. By the time you call back, it may probably be filled. My suggestion is for you to reserve your slot right now with me, then hang up and call your friend and tell them to hurry and call us. But lets get back to your original goal for calling. How much weight do you really expect to lose in your first 5-weeks? Kristin: I really need to lose 20 lbs. Matt: I understand, but what is realistic for you in your mind? Kristin: I’d be happy with 10lbs! Matt: Great, That’s exactly what we will deliver then. Now remember, if you become a client, we offer a nutrition program, but we never introduce it until 30-days after you’ve proven you can be consistent with us. However, I will share some of it with you when I see you at the first boot-camp session. Kristin: Okay, sign me up. Matt: Fantastic, which credit card do you want to put it on? Kristin: Do you take Amex? Matt: Yes. Matt: Thanks for the payment Kristin and we’ll see you tomorrow at 9:45 am for your initial boot-camp class. Please wear comfortable workout clothes, and bring water, and a towel, and most importantly bring your 3-Day Food List with all the foods you’ve eaten for the past 3-days
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and the times you ate those foods. See you tomorrow Kristin!
2. The Rollover Phone Call • The steps:
o Check rollover report for next weeks rollovers o Check client’s attendance and contact logs
§ Purpose: to have an education on the client’s history prior to making phone call.
o Call client to schedule their end of 5 Week Boot Camp remeasure & rollover o Schedule appointment before or after the class they typically attend o Ensure they know the membership payment is bi-weekly (every 2 weeks). No
contracts. All they have to do to stop the autopays is schedule an appointment to come in and fill out the departure voucher.
o Make note in the contact logs that client has been contacted and appointment has been scheduled.
Sample phone call: Hi, (insert customer first name), It’s (insert coach name) here just checking in on you to see how your boot camp is coming along? (I’m loving it!) I’m glad to hear that fantastic news! So your 5 week boot camp is almost up! (Really? Already?) Yup. We need to get you scheduled to come in and re-measure. How are your clothes fitting? Pants getting looser yet? (Yeah, I think I may have to go shopping soon!) Great, so you are going to rollover correct? (Yes but what are the rates or what are my options?) No problem (client name), I’ll go over those with you right now it’s simple. The cost is $______ every 2 weeks. No contracts, just commitments. We want to make sure you reach all your goals so you still have to show up 5 days per week. If you ever need to stop the autopays all you do is schedule an appointment to come in and complete the departure voucher. (Are there any other options?) Sure, you can make a 1 time payment of $_____ per month or better yet same some money and
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pay for the year in full for $______. You save 20%! (Ok, I’ll let you know which option I want when I come in tomorrow.) Great (Clients name) Welcome to the H.E.W. family…when I see you tomorrow we will get you set up and authorize your paperwork together.
3. MIA Phone Call • Goals:
o Get client back in the gym o Find your why they haven’t been there o If it’s a personal issue let them know we will pray for them
Sample Phone Calls: Speaking with M.I.A.’s: My I please speak to ______(client’s name). Hey, this is _____(coach’s name) at H.E.W.. How have you been? I was just calling to check up on you and see how everything is going? (Well, Client’s name) You did made a commitment with us to work out 5-days per week on a consistent basis? Could you tell me how we can make this happen for you? Let’s do this, lets get started back tomorrow. Is the morning or evening work best for you? I can fit you in at ____(time) or_______(time). I am exciting about seeing you working hard again, are you excited? See you in the center tomorrow (client name). Leaving a message for M.I.A.: Hey______(client’s name) this is_______(Coaches name) at H.E.W. Where have you been???? Remember now we both have a commitment for you to be hear with us 5-days per week. And
just like bathing or brushing your teeth, we also have the obligation to follow up with you to make Exercise Part Of Your Daily Life.
I have plenty of room on my Coaching and am setting your appointment for you tomorrow at 8:45 am.
Look forward to seeing you tomorrow.
4. APPOINTMENT CONFIRMATION:
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May I please speak to _________ (client’s name). Hello, ____________ (client’s name) this is _______(your name) from H.E.W.™. How are you doing today? I was calling to confirm your Coaching session with me today @_____. I’m excited about seeing you and helping you make your changes? Are you a little nervous? No problem, anxiousness is healthy and a good thing…. Great, looking forward to seeing you @______ (time of appointment) Have a great day _______(client’s name).
5. LEAVING MESSAGE CONFIRMING APPOINTMENT: ______(Client’s name) this is _______(your name) at H.E.W.™. I was just calling to confirm your _____(time) appointment today______(day of the week) ____(Month) ____(date). Looking forward to seeing you at_____(time), have a great day?
6. CALLING TO CONFIRM APPOINTMENT AND THEY CAN’T MAKE IT (RESCHEDULE!)
My I please speak to _________ (client’s name). This is _______(your name) from H.E.W.™ How are you doing today? I was calling to confirm your Coaching session with me today @_____. I’m excited about seeing you and helping you make your changes? Oh you can’t, what is going on? Well, let me reschedule you for later today/tonight? You know you really need to get a good workout in. How about _____ 4 pm today?(you pick their time, do not give them control). (If client can’t make it later on today/tonight) Well, I am looking at my schedule right now and it looks like I can squeeze you in @ 7am tomorrow. Great! I will see you today/tomorrow @_____(time)_____(client’s name). Have a great day?
7. CONTACTING A NO-SHOW FROM YESTERDAY My I please speak to ______ (client’s name).
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Hey this is ______(your name) @ H.E.W.™. I missed you yesterday for your workout and was just wondering if you everything was ok. You know we really don’t want to charge your credit card so what time today can you make it in? I know your busy but everyone gets busy. I really need to reschedule your missed workout. How about tomorrow at _____(time) or _____(time) CHOICES NOT CHANCES! (If they can’t come in the next day then schedule them for the following day, and keep moving a day out until you schedule them.) Wonderful, I got you down for ____(time) on _______(day of the week). Have a great day?
8. LEAVING A MESSAGE FOR A NO-SHOW: ______(client’s name) this is _______(your name) at H.E.W.™. I missed you yesterday for your ______(time) workout. I hope you are doing o.k. because I know you would never miss one of our workouts unless something important comes up. Plus we really don’t want to charge your credit card so please call me back tonight between _______(time) and _____(time) and reschedule for tomorrow with myself or our client counselors. Looking forward to seeing your tomorrow at your re-scheduled appointment time. Have a great day? Walk in and “The Tour”
1. Greeting • Welcome the customer • STAND UP Immediately and introduce yourself • Ask the client for their name, shake their hand, and welcome them to Hard Exercise
Works™.
2. The Tour • Answer all of the client’s questions first. • THEN, start taking control of the questioning and the tour process by asking them
“why do they really want to do a Boot Camp”? Ask them for “Specifics” and not “Ambiguity”! Get clear of generalities and get to specifics. (“The risk of insult is worth the price of clarity”)
• Take them through and make sure you get them to experience the following stations: o Pull-Ups o Rings and Ropes o Med Ball/Wall Ball work o Kettle Bells o Barbells o Rower o White Board Explanation (of both the names registered by class times/by day
with Rx next to it and the WOD whiteboard)
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o Explain how Workouts are built upon previous day format which is they need to come 5-days per week
o Always End by explaining our 3-Charts § How We Do It § Our Services/Prices § HEW Declaration
• Go through all the Functional Areas and get them to try 1 exercise from each area (make them do it and don’t take no for an answer):
o Talk about how initial Muscle Soreness for the first week and how they won’t like us…climbing stairs, sitting on toilet, getting up from toilet, coming down stairs…
o Mention our declaration and why Hard Exercise Works. o Sessions are so intense most workouts are limited to only 20-30 minutes.
• Explain that the first class is always FREE. And that it’s so definitive they will know immediately afterwards whether they are “In” or “Out”.
• We offer 10-Classes daily….5 in the morning, and 5 in the evening….6-7-8-9-10am and 12-3-4-5-6pm. Mon-Fri and 8 am and 9 am on Saturday, closed Sunday.
• Talk about Accountability and why this type of exercise in the group works. • Coach does all of the thinking for you!
o After your first class you choose which of the 10 classes you want to attend, so you’re in control of your times
o In the first 5-weeks you’re body is adapting to so many new exercises that your Coach is going to teach you, just try to get through that before considering becoming a client.
o YOU MUST BRING IN YOUR 3-DAY FOOD LIST OF ALL THE FOODS YOU’VE EATEN, AND THE TIMES YOU ATE THOSE FOODS!
o You never encounter the same workout, so your body is always challenged o Group makes exercise fun, competitive, and supportive
• Key questions o Tell them all we do is this type of functional stuff and it’s why we are so fit
and lean. Explain how it can work for them too. o Explain how it becomes “cult-like”. o Ask them why they want to do this…90% of our clients are doing it for: o Weight Loss o Strength o Or the combination of the two o You must really address the needs of the client at this point, so make sure you
listen to “why” they want to do this from the above needs and relate “how” our really hard exercise, will take them to the result they want. Make sure you communicate these ideas very well and truthful.
• Explain why our stuff works: o Group / Community support o Intense Exercise o Progressive and easily modified
• Closing o Great…are there any other questions?
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o Good, let’s schedule your first session for tomorrow at 6am. o Take the customer back towards the office to FILL OUT THE
AGREEMENT/WAIVER and get their credit card information. How to:
1. Schedule First Workout Appointment • Booking the Appointment
o Fill out Course Guidelines / Liability Waiver Completely § Write Date / Day of the Week / Time at top right corner § Highlight Appointment / Boot Camp Price / Bi-weekly fee / Departure
Voucher/Required Signature with appropriate color. • Pink = Pay / Green or Lime = Promo / Groupon / Living Social
o Write Appointment on Quick Reference Calendar: § Time / Name / Highlight
• Example: 6AM Matt Hunt o Log Client’s information into Mindbody - Don’f forget “Referral Source” o Book Appointment in Mindbody o File Course Guidelines / Liability Waiver in Appointment File (Chronological
Order) o E-mail confirmation will be sent automatically through Mindbody o Add Contact Log in Mindbody for any special instructions
2. Process First Free Workout • Greet at Front Desk • Sign Liability Waiver • Ask “Do you have any injuries or medical conditions we should be aware of?” • Introduce them to the Coach, show them the cubbies for their stuff and where the
bathrooms are. • Confirm with Coach they are to scale their first workout and let the coach know if they
have any medical conditions • Instruct them to come see you at the end of the workout to give you “thumbs up or
thumbs down! • Log them into the class for attendance • Click “buy” button at right of attendance screen. • Sell them “1st Class Free” and confirm “Appointment”
*Note: If the individual did not schedule an appointment for their first class then you will skip the step for appointment confirmation and simply sell them a “1st Class Free”
3. Sign up new member for their 5 Week Boot Camp • Client gives “thumbs up!” • Initial next to _____ $199.00 • Confirm payment method / information • Collect 3 Day Food Journal (typically collect pre workout)
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• Let them know about bi-weekly auto pay post 5 Week Boot Camp • Inform them we will schedule an appointment to remeasure after 5 weeks. At that time
they will confirm they are staying part of the family! • Complete Fitness Profile
o If Fitness Profile is not completed at Point of Sale book an appointment to complete it
• Issue Scan Card • Take profile picture and upload to Mindbody • Welcome Client to Hard Exercise Works • Give the speech:
“You will be sore” “Take a Hot Epson Salt Bath”
“Drink plenty of water” “Tell them if they use the restroom to use the handicap stall to help them off the toilet!” • Confirm what class they will be returning to tomorrow • Charge client for $199.00 on Retail page of Mindbody • Change status of member in Infusion Soft to 5 Week Boot Camp • File paperwork (Alphabetical by Last Name)
4. Rollover and Re-measure • Contact Client during Week 4 of Boot Camp • Schedule Re-measure / Rollover Appointment
o Typically schedule the day of the final workout of their 5 weeks. Appointment can be pre or post workout
• Confirm Client knows how the Bi-Weekly Auto pay works. If not, educate them so they can make a decision prior to end of 5 weeks
• Write appointment on the Quick Reference Calendar: o Time / Name / RR then highlight
§ Example: 6:45AM Matt Hunt - RR • Mark Rollover Report
O - Contacted, but has not initialed agreement and sold in Mindbody X - Contacted and decided not to continue with membership
✓ - Confirmed and auto pays set up in Mindbody
5. Use Contact Logs and When to use them • Purpose: Contact logs are essential to communication and documentation of all activities
in the gym. Contact logs should be used for all points of contact with Client / Staff relations.
• Types of Communication: o MIA Phone Calls o Sales Follow Ups o General Information - phone calls or internet inquires o Receipt of emails from clients o Failed Auto Pays & Declined Credit Cards
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o Rollover / Remeasure o Injuries
§ Contact Log § Insurance Incident Report should also be completed and put in file
o Any other important information exchanged between staff and clients • Mindbody:
o Look Up Client -> Home Screen -> Click Contact Logs o Under “Add New Contact Log” Complete the following:
§ Choose Contact Log Type: § Sales Lead, Billing, Membership, M.I.A., Other § Complete “Contact Log Method” § Schedule “Follow Up” (if necessary) and Assign Staff for Follow Up § Complete Notes then click “Add” button
Suspensions & Terminations
1. Suspensions • Suspensions are used for existing members for the following purposes:
o Injury o Vacation o Personal Issues o Medical Procedures
• Suspensions should always have a start date and end date • Member is required to complete the Suspension/Termination form either in person or
via email • An Auto Email will be sent to the member within 1 week of the Suspension End Date • It’s recommended NOT to suspend membership auto pays for more than 1 month
o Duration of suspension is a judgment call. You know your members and their situation so use your best judgment when applying a suspension.
• Avoid open ended suspensions o If an open ended suspension is applicable then be sure to use the contact log
“Follow Up” feature as a reminder to contact that individual after a specified amount of time
• Steps to Suspend the member’s auto pay in Mindbody:
Look up Member -> Account Details -> Under Contracts Click “Suspend” -> Choose Start Suspension Date -> Choose End Suspension (Duration) -> Add Notes -> Click “Add Suspension”
2. Terminations • When terminating a member’s auto pay follow these steps:
o Schedule a time for them to come in and complete the Suspension/Termination Form
o Identify the reason for the termination
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§ Typically the initial reason is not the actual reason so you will need to listen and ask questions accordingly
• Steps to Terminate member’s auto pay in Mindbody: Look Up Member -> Account Details -> Under Contracts Click “Terminate” -> Select a Termination Code -> Choose Termination Date -> Add Notes -> Click “Terminate”
• Change member’s status to “Terminated” in Infusion Soft
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Chapter 11: Coaching a HEW Class Step 1 – The Set Up The first step to teaching a successful class is the Set Up. The following standards should be used when setting up your class:
1. Clearly write Workout and Warm-up on the Whiteboard 2. Workout stations must flow same as Whiteboard (order of exercises) 3. Make sure you have the appropriate quantity of equipment for each station 4. Establish an effective indoor / outdoor use
a. Outdoor exercise is important. Being outside differentiates HEW from the standard “globo” gym as well as adds a marketing element. Yes, we use our members to market our business!
5. Use Floor chalk to: a. Label Stations b. Label weights of barbells c. Provide directional arrows d. List rep counts
6. Pre-set weights in descending order 7. Spatial Awareness for exercises. Examples of exercises that require “extra” space:
a. Jump ropes b. Overhead weighted movements c. Box Jumps
8. Use Online Tabata Timer & Online Stopwatch Step 2 – Class Structure
1. Beginning of Class a. Always start class on time b. Gather all clients together at Whiteboard
i. Welcome them to your class ii. Classes smaller than 20:
1. Question of the Day 2. Introduce 1st Timers with Applause 3. Birthdays: Client stands on top of a box while class performs basic
movement like an air squat and sings Happy Birthday iii. Classes greater than 20:
1. Introduce 1st Timers with Applause 2. Birthdays: Client stands on top of a box while class performs basic
movement like an air squat and sings Happy Birthday iv. Make necessary announcements
2. The Warm-up
a. Scenario #1 – Warm-up style is in a list form
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Example: 400 meter Run
10 PVC Pass-throughs 10 Figure 8’s 10 Overhead Lunges 10 Squats
Order or operations for this style is: 1. Explain all warm up exercises 2. Send them out on their 400 meter Run 3. Set timer (Typically to 7 minutes) 4. Turn up music 5. Float around make basic corrections to clients form
b. Scenario #2 – Warm Up style is choreographed by Coaches Example: 400 meter Run Line Drills with basic body weight exercises Order of operations for this style is:
1. Send Class out on their 400 meter Run 2. Organize class 3. Demo each exercise as you progress through the warm up 4. Turn music up and down as you progress through the exercises
Note: If additional joint mobility is appropriate add to programed warm-up
3. Workout Instruction a. Explain all exercises - Don’t assume anyone knows what’s going on! b. Always show scaled version or modifications of exercises c. Explain the order of exercises or the “flow” of the workout d. Stress transitioning and speed. Never walk between exercises. The rule is to
always sprint and complete at least 1 rep of the next exercise. e. Pay attention to the clock!! Don’t over coach complex exercises (Olympic Lifts).
If clients are struggling help them during the workout. Rule is to keep all breakdowns of movements to 3 steps. These steps do not include the “starting position” or the “Stand” after catching the lift.
4. End of Workout Instruction a. Provide additional time to practice exercises for the day
i. Heavy weighted workout focus on warming up to the appropriate weight ii. Be sure to find inexperienced clients or 1st Timers and confirm they
understand their modification for each movement iii. Split class up into stations if necessary
1. Class split will be based on: a. Available equipment at each station b. By weights c. Confortable flow of exercises
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5. 3-2-1 Go! Crank the music
a. Constantly encourage - Talk to them. Ask where they are? What round are they on? What rep are they on? Keep ‘em moving!
b. Provide general ques to the group c. Float around to provide individual instruction when needed. PAY ATTENTION!
Especially during fatigued sets. Remember the Triage Concept. d. Keep up the intensity! Motivate clients to rest less and move more. e. Take Control. If a client says “I’m not” or “I can’t” tell them they will and show
them how it’s done then make them do it. f. Use the 80/20 rule: 20% of your members (Inexperienced) will require 80% of
your time -> 80% of your members (Experienced) will require 20% or less of your time.
6. 5-4-3-2-1 Time! Conclusion of workout a. Record scores for all clients
7. Cool Down
a. Spend 5-10 minutes stretching the class b. Vary your stretching techniques and tools (Body weight, PVC, Rope)
Step 3 – Time management - Watch the Clock! Time management is key to a successful class. Starting the class on time is a sign of responsibility. Remember the members at your gym have busy lives. The majority of members need to be in and out of the gym is less then an hour! The following is a basic timeline to use when coaching your class: Allowable Time Phase of Class
1 - 2 Minutes Greeting & Warm Up Instruction 7-10 minutes Warm-up 5 - 10 minutes Workout Instruction 2 - 7 minutes Additional warm up – practice the exercises or warm up the weights 20-30 minutes Workout - Max workout time is 30 minutes 5 - 10 minutes Cool down *Maximum class time is 55 minutes
Tips: • Long workouts will require quick instruction and a shorter warm-up • Short workouts with Olympic Weightlifting you can spend extra time on the instruction and
warm up. • Heavy weight days it’s more important to provide extra time to warm up than providing an
elaborate instruction • Have a plan everyday. The estimated time is provided in the programming so know your
time caps for each phase of the class
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Step 4 – Understanding your Responsibilities During your scheduled shift your responsibilities may change. There are 2 basic “titles” when coaching, the Whiteboard Coach and the Assistant Coach. The following are typical responsibilities for each job title: “Whiteboard Coach”
1. Beginning of Class Gathering at Whiteboard 2. Greeting, Introduction of new members, Question of the Day, Birthdays 3. Explanation of Warm-up 4. Explanation of Workout 5. Stationing 6. Time Management
“Assistant Coach” (a.k.a. The Floater or Demo Dummy)
1. Floater - During warm-up and instruction “float” around room and provide brief corrections to athletes. Work on posture and position. Do NOT interrupt or distract the rest of the class while Whiteboard Coach is instructing. DO make subtle corrections when appropriate. Pay close attention to 1st time clients
2. Demo Dummy – During Warm-up and workout instruction “demo” the movements while the Whiteboard coach speaks. Listen for his/her cues as then progress through the movements and modifications.
Step 5 – Know what to do for injured or deconditioned members
1. Identify which coach is responsible for this. Typically it is either the Front Desk or the Floater
2. How to modify: a. Identify client’s limitation b. Determine whether a “rehab” movement is appropriate OR c. For an injury isolate and avoid use of the effected area d. Choose an alternate exercise that is within the modality of the substituted
movement e. Common modifications:
i. Squat -> Back or Hip Extension ii. Broad Jump -> Walking Lunge
iii. Running -> Rowing iv. Jump Rope -> Step-ups v. Pull-ups -> Band Pull-downs
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Step 6 – How to teat 1st Time Customers
1. Make sure you: a. Make them feel welcome
i. Use their name ii. Smile and encourage
iii. Constantly check up on them during the workout (Every 3-5 minutes) iv. Scale the workout appropriately. Typically either cut time in half or cut
reps in half b. Monitor carefully and spend 80% of time with them c. If “bonking” occurs by loss of color, nausea, or disorientation, slow the pace
down, but don’t let them quit. Use common sense; never take it too easy on them. d. At the end of the workout have them stretch and instruct them to go back to the
front desk for the “thumbs up / thumbs down” decision. Ask them how they liked the class and encourage them to sign up
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Appendix 1: Sample Financial Statement
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Appendix 2: Sample Budget
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HEW Budget Template Monthly Expenses Item Cost Rent $0.00
Sub Total $0.00 Utilities Phone & Internet (Vendor) $0.00 Electric (Vendor) $0.00 Gas (Vendor) $0.00 Water (Vendor) $0.00
Sub Total $0.00 Supplies Paper Products $0.00 Cleaning Products $0.00 Office Supplies $0.00 Drink Machine $0.00
Sub Total $0.00 Service Fees / Dues & Subscriptions Merchant Services (Visa, DSC, MC) $0.00 Merchant Services (AMEX) $0.00 Franchise Royalties $0.00 Quickbooks Online $0.00 Mindbody Online $0.00 Payroll Company $0.00
Sub Total $0.00 Legal & Professional Fees Accounting $0.00 Legal $0.00
Sub Total $0.00 Insurance Package (Property/GL/Umbrella) $0.00 Worker's Comp $0.00 Key Man Life $0.00
Sub Total $0.00 Advertising Flyers $0.00 $0.00 $0.00
Sub Total $0.00 Promotional Donations $0.00
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Sponsorships $0.00 Gym Events $0.00
Sub Total $0.00 Goods Sold T-‐Shirts $0.00 Jump Ropes $0.00 Athletic Tape $0.00 Wrist Wraps $0.00 Blender Bottles $0.00 Gymnastics Grips $0.00 Vodoo Bands $0.00 Lacrosse Ball $0.00 Supplements $0.00
Sub Total $0.00 Payroll AM Manager $0.00 AM Coach $0.00 AM Assistant Coach $0.00 PM Manager $0.00 PM Coach $0.00 PM Assistant Coach $0.00 Payroll Tax Expense $0.00
Sub Total $0.00 Loans Outside Lender $0.00 Shareholder Loan $0.00
Sub Total $0.00 Total $0.00
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Appendix 3: Chart of Accounts
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Chart of Accounts Item Account Notes Cash In Bank-‐Operating Bank
Cash In Bank-‐Savings Bank Optional Loan Receivable Other Current Assets
Accumulated Depreciation Fixed Assets Equipment Fixed Assets Gym Equipment
Electronics Fixed Assets All electronics: computer, sound system, etc.
Furniture & Fixtures Fixed Assets Office, break room, front desk, bathroom, etc.
Leasehold Improvements Fixed Assets All improvements to your facility that you can't take with you
Depreciation Signs Fixed Assets Outdoor Sign…not graphics
Security Deposit-‐Lease, Utilities Other Assets Note Payable Long Term Liabilities Any loans through the business
Shareholder Loans Long Term Liabilities Any funds you personally contributed to the business
Common Stock Equity Distributions -‐ Owner Equity Profit Distributions
Retained Earnings Equity
Refunds Income This is a negative income account for refunds
Revenue Income All revenue collected Advertising/Promotional Expenses Flyers, print ads, events, etc. Auto Expense Expenses
Bank Fees Expenses Merchant Services-‐AMEX Expenses Merchant Services-‐Visa,MC,Disc Expenses
Casual/Contract Labor Expenses Not for Coaches or Payroll -‐ 1099 approved labor
Charitable Contributions Expenses
Dues & Subscriptions Expenses Ex.: Mindbody, CrossFit Journal, Quickbooks, etc.
Franchise Royalties Expenses Fees paid to HARD EXERCISE WORKS
Insurance Expenses
Interest Expense Expenses Interest paid: Shareholder or Note Payable
Legal/Professional Fees Expenses Ex.: Accounting, Attorney Licenses & Fees Expenses State, County, City Fees
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Maintenance & Repairs Expenses Meals and Entertainment Expenses Payroll Tax Expense Expenses
Purchases Expenses Items purchased for resale. Ex.: Jump ropes, protein, etc.
Rent Expense Expenses Salary & Wages Expenses Seminars/Employees Education Expenses Supplies
Gym/Office Supplies Expenses
Gym chalk, Printer paper, printer ink, dry erase markers
Paper Products/Cleaning Expenses Paper towel, toilet paper, lysol wipes, etc.
Tangible Personal Property Tax Expenses Taxes-‐Other Expenses Telephone/Internet/Cell Phone Expenses
To Be Classified Expense Expenses Holding Account for items you have questions about
Travel Expense Expenses Uniform Expense Expenses
Utilities Expense Expenses All Utilities: Electric, Water, Gas, etc.
Other Income Other Income Reconciliation Discrepancies Other Expense
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Appendix 4: New Hire Documents Check List
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New Hire Document Checklist
Apprentice Program
Completed HEW Coach’s Workbook Apprentice Weekly Journal Apprentice Test
New Hire Documents
Signed Employee Handbook Signed Non-Complete & Non-Solicitation Payroll Direct Deposit Form Driver’s License Social Security Card Voided Check IRS Form W-4 USCIS Form I-9 (United States Citizenship and Immigration Services)
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