In the last 17 years, we have been working with gyms all around the world to discover best practices for the client, the coach and the business.
The result: The 9 Laws
In short, follow the 9 laws and each party—the coach, the client and the business—will be successful, as measured by these six key performance indicators (KPIs): client retention, average client value, dollars per coach hour, total coach pay, profit and business value.
This Ebook—PT First—essentially represents the first two of the nine laws and is the first step, or the foundation, in developing professional coaches and a sustainable gym that earns a real profit. In other words, without these two laws in place, the other seven laws are useless.
You can read more about the nine laws in detail in our 9 Laws EBook, but here’s a brief snapshot of the laws:
Law #1: The client’s intro day should be done in a one-on-one setting with one coach, and by appointment only
Law #2: Fundamentals should be administered as personal training (12-18 sessions depending on the client)
Law #3: Each client needs a consistent coach for life in their corner, a coach who knows their strengths, weaknesses, goals, priorities etc.
Law #4: Hybrid memberships—aka a combination of group classes, personal training and in some cases individual design—is the most effective way to retain clients long-term
Law #5: In order for coaches to become true professional coaches, they should go through a formal, practical coach development process that includes a true mentorship process
Law #6: In order to earn a professional wage, coaches need to be compensated based on performance (meaning their ability to bring on and retain clients)
Law #7: A coach co-op (such as at a law or engineering firm) allows for coaches to work a sustainable number of on-floor hours, avoid burnout and be able to take paid vacation each year
Law #8: The business needs to earn a mini of 20 percent profit (EBITA)
Law #9 (optional): If the above eight laws are followed, it’s possible to create a turnkey asset, where the business can run smoothly without the owner
Again, this e-book focuses on Laws 1 and 2—onboarding new clients—via personal training first.
Webinar For Coaches
In this masterclass replay, we're going to show you the system that will allow you to have a career as a professional coach, whom:
Our primary goals are to teach you how to keep your clients for years while making your business disaster-proof, allowing you to truly make a difference for the long term.
If, after watching, you find yourself thinking, 'Damn! This makes a ton of sense!' The following steps are to have a conversation with one of Madlab's mentor coaches.
Webinar For Gym Owners
We're going to show you the system that will allow you to:
If, after watching, you find yourself thinking, 'Damn! This makes a ton of sense!' The following steps are to have a conversation with one of Madlab's implementation managers.