A Guide to Organizing an RMAX
Seminar in your Area
By: Peter Mitchell
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Table of Contents
An Introduction of Sorts… pg. 3
Money from Nothing… pg. 6
Performance Goals… pg. 9
Organization & Planning… pg. 12
Costing… pg. 20
Sales & Marketing… pg. 25
Administration and Communications… pg. 30
Epilogue… pg. 35
Appendix… pg. 38
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An Introduction of sorts…
 Who is this guy?
 What is he here for?
 How can he help me?
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Me, Me, Me…
Oh, there is so much to tell with so little space, and I believe we can agree that this is all
about me, right? At least the introduction is, anyway. The first tidbit about me that you
should know is that I tend to joke about what I take most seriously. Thus these pages
shall be written with my tongue planted squarely in cheek… usually the left one.
You may find my profile amongst the hallowed virtual halls of the RMAX Tribal Forum.
From my laptop in Canada I entered the welcoming embrace of RMAX on August 9th
2005, and I was immediately struck by the wealth of knowledge and support available,
and even more so by the genuine enthusiasm of the members, the instructors, the coaches,
and, leading from the front, Coach Scott Sonnon himself.
A little bit about me…
My physical background includes almost twenty years of training, competing, and
research in a variety of sports, fitness systems, machines, free-weights, and martial arts.
The missing feature, although I have only just recently become aware of this, has been a
unifying process of principles and mechanics that run veins through all aspects of my
training. This is what the RMAX system has provided me with. For a geek who loves to
exercise his brain and his body, RMAX has been a welcome breath of fresh air…
although not yet at a “Mastery Level.”
Want to play? Me too…
Initially the idea of participating in an RMAX seminar was a far off prospect that was to
be saved for, and a highly anticipated carrot. Seminar dates were bandied about on the
forum, all down in the United States, and the feedback had been nothing but stellar. As I
continued to do my forum reading and to practice my Warrior Wellness™ and BodyFlow™ an underlying principle kept cropping up: take ownership of your training.
In my mind training involves the physical work, reading, internalizing, and instruction.
Reading I love. Physical play, lots of fun! Getting instruction: problematic.
The obstacles that confronted me were geographic and economic. Paying to travel to a
far off city to train was outside my means at that time. However, as providence would
have it the idea of a Canadian CST Seminar was being bounced around on the forum.
Despite some internal “humming and hawing”, I ultimately decided to move outside my
comfort zone of “wait until someone else does it,” and I took the first step. I contacted
RMAX Head Coach Ryan Murdock and offered to organize a CST Seminar in my area.
“Give support, get support!” is another RMAX principle that you may have heard. This
isn’t just a pithy little quip designed to manipulate your involvement. In my experience
the members of the RMAX Coaching Staff each embody this RMAX-ism, and they will
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help you along your way. Secondly, by taking this step you will encourage others to
“give support,” and so it pays forward.
Enough about me. Time to get on with it…
I suppose this is the best place to end my introduction. All processes need to be born
from somewhere. If anything is to be gained from this component, it would be the simple
act of finding the impetus to step up and take ownership of your instruction. Stop asking,
“When will a seminar appear closer to me?” and start asking, “How can I arrange a
seminar close to me?”
As luck would have it, the answer to the second question is sitting right in front of your
nose…
With Regards,
Peter Mitchell
5
Money from Nothing…
 Money from what?
 How does that work?
 Really!?
6
At first glance…
When I first looked at organizing a seminar I had a number of concerns, not the least of
which was how I could afford to make it happen. My second concern was how much
time it was going to take. There had to be “this, that, and the other thing” to take care of.
I had no idea what “they” were, but man would they take hours of my time! I was also
concerned about where I was going to find people interested enough to pay for an event
that I organized.
From mystery to reality…
You may have different concerns than I had, but I bet that at least some of them are the
same. These initial concerns are the obstacles you must overcome before you consider
hosting a CST Seminar. The solution is simply this: set goals, analyze the process, and
make plans. When you do this, those BIG concerns begin to look less like obstacles and
magically morph into simple variables -- just another incremental step to success.
The process looks something like this:
Set Goals  Identify Obstacles  Plan  Create a Timeline  Take Action
This isn’t a new concept. Find a successful person and I would bet that they use a
variation of this theme. Coach Sonnon teaches a similar process when applying the
Three Dimensional Performance Pyramid™.
To achieve a goal we need to assess our options, strengths, weakness, and most definitely
our assets. In my case my asset column was not filled to the brim with disposable
income. As the saying goes, “Necessity is the mother of invention.” I make no claims of
being the brain child behind the concepts that I used. In fact, after you have read what I
did you may realize that you do it all the time, especially if you own a house or have a
credit card. I do not suggest going into debt to finance a seminar, but I do suggest that
you use a similar concept to the one that I employed. For the purposes of this manual I
am calling this concept Money from Nothing.
It works like this…
When you want to buy a house you go to a bank. They assess your options by looking at
your savings (strengths), your credit history (weaknesses?), and most definitely your
assets (work history and earning potential). The lovely banker will then tell you how
much money they can plonk down on the table to finance your little slice of heaven.
[Just so we are all clear, the main reason that the bank gives you their (not your) money
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is because the land and the house have value!] You then rush out with stars and dollar
signs in your eyes to find a house that fits within the budget that the banker has supplied.
You haggle, make an offer, and hopefully have it accepted. How much money have you
put down so far? Zip, zilch, nada!
Here is the problem. That scenario puts you in the position of the buyer, the assumption
being that you have to buy something before you can create money or value from it (e.g.:
Accrued value on a previously financed home). This is how a lot of people see business,
and possibly how they see organizing a seminar -- as a money-up-front payment or
transaction. The main idea that I want you to start considering is how to be in the
position of the seller without first purchasing a product to sell. If you plan properly this
is a simple thing to do, and it is pretty much what this manual will illustrate… how to
make money from nothing.
Ta Daaaa….
Essentially, the payment that you need to make is not measured in dollars initially, it is
measured in time. Once you have spent the time putting the seminar structure in place,
other peoples’ money will begin to come in. By setting deadlines you protect yourself,
the instructor, and the venue that you have reserved. The actual payments will be made
just before and after the seminar date, after you have received all of the necessary funds.
How much of your own money have you put down? Zip, zilch, nada!
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Performance Goals…
 And my destination is…?
 Can I get there from here?
 Mimicry is flattery?
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Goals! Goals! Goals!
The main concept of this component is very important. How can you expect to get
anywhere if you don’t know where you’re going? The most effective way to gain
direction and clarity of purpose is to set standards or to define a desired outcome. Once
the outcome has been defined it is a simple process of working backwards -- noting
potential obstacles, creating incremental steps or supportive performance goals, and
developing a strategy that will make the desired outcome a reality.
Gotta know where to go in order to get there…
Our job as seminar host and organizer is actually pretty simple. We do not need to spend
years learning the training material. We do not need to stand in front of an eager group
and talk. We do not need to travel great distances to attend. All that we need to do is to
provide the structure in which a seminar can be performed. Based on this, we know
exactly how our main performance goal can be defined.
Main Performance Goal:
To organize and host a successful seminar in my area featuring a CST Instructor or
Coach!
As you can see, the goal is clear cut and it defines a desired outcome. The main
performance goal is, of course, to organize a successful event. What are the main
components of making that a reality?
Mimic the model of success…
If you have read The Three Dimensional Performance Pyramid™ you should know that
the pedagogical system presented in it defines a process through which anyone can reach
the main performance goal of Flow-State. Within the pyramid there are two supportive
sub-systems: The Performance Diagnostic Trinity™ (PDT) and The Training Hierarchy
Pyramid™ (THP). Application of these processes is necessary to reach Flow-State. Most
importantly for our purposes, the model illustrates the need for complete planning and for
a means to assess our progress.
While the model is not directly applicable to organizing a seminar, it does offer us a
guide for creating our own planning and assessment tool. The PDT “[…] is an
assessment approach used to improve performance in combat athletes” (3DPP, pg.7). In
the case of CST seminar organization, I suggest that we use our own assessment tool: The
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Seminar Performance Triangle (let’s call it, um… SPiT!) Our triangle is comprised of
three mutually supportive performance goals:
Instructor
Venue / Location
Participants
SPiT creates a framework upon which to build our seminar. If we miss any of the three
component parts the event, like a triangle with a missing side, will simply fall apart. So,
if you have ever attempted to create a seminar and it fell through, the obvious answer is:
You don’t know SPiT! Of course you could also have tried to wing it and tossed SPiT
into the wind, but that only leads to… SPiT in your eye! [Okay, I’m done.]
And the point is…
The point that I wanted to illustrate in putting SPiT on the page is the reality that
performance goals do not necessarily stand by themselves. Already the main
performance goal of a successful event has been broken down into three component
parts: instructor, venue, and participants. Each section of this manual contains an
element of support that will move you closer to achieving the component parts of SPiT.
Each of these parts contains a further performance goal in and of themselves. Thus you
begin to see a plan of incrementalization.
Incrementalization, if you have been reading your CST Magazine and Manuals, is a
process of manageable baby action steps that lead the user inexorably closer to their
destination or goal.
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Organization & Planning…
 Still more modeling?
 Will my questions ever be
answered?
 Can we just break this
down?
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Getting there from here…
We have created the main performance goal and introduced the idea of SPiT. In this
section we break things down even further and introduce the component parts that will,
when meshed and actively pointed in the direction of our goals, magically produce
results. It is actually not magical at all; it just feels like that at times. It follows a simple
rule of giving support and getting support. Support the plan and the plan will support
you. Support the tribe and the tribe will support you… an RMAX-ism at work.
There is still more modeling to do…
Once again, by using the 3DPP as a model we can gain insight into how to proceed. The
structure of the THP moves through a cycle that culminates in the achievement of FlowState for a specific physical goal. Time is spent at the bottom of the pyramid focusing on
General Physical Preparedness. Training becomes increasingly focused as you move up
the pyramid to the Specific Physical Preparedness level, building toward the Physical
Skills necessary to perform the specific goal. Lastly, the Physical Skills need to be
pressure cooked to incrementally acclimatize our mental and emotional responses during
competition or performance.
Using the THP as my model, I broke the planning and organization process down into
four levels and called it The Complementary Organization Process (named only for the
sake of convenient reference). It is simplistic, but it works as both an illustration and as
an example of how the THP can be improvised as a template for any purpose.
Game
Day
Planned Event
Specific Preparedness
General Preparedness
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Bottom’s up…
General Preparedness: At this level we find the awareness preparation of Costing,
Marketing, Sales, Communications, and Administration, and the development of a
performance goal, plan, and action steps for each component part. In short, read this
manual.
Specific Preparedness: This level is a meshing of plans and a culmination of action
steps leading to the completion of each part of SPiT. Costing will be completed at this
stage and a structured plan will be set in place involving the remaining component parts.
Planned Event: Reaching this level means that the Specific Preparedness is now
complete and in motion. Focus at this point will be on the application of the component
parts of Marketing, Sales, Communications, and Administration. Once the registration
deadline has been reached, this stage of the process will be pretty much complete.
Game Day: Plan on having fun! This is the date on which your event takes place. Your
main concern on this day is making sure that you have everything organized and ready
for the instructor. Forms that the instructor needs are passed on to him/her. Attendance
is taken and a review of the itinerary is discussed.
The Five General Preparedness Components…
Five component parts are listed under “General Preparedness”. Here is a quick reference
to what they are. Further on in this manual you will find complete sections on how to
apply them.
Communications: Communications are the linchpin of hosting a successful
event. The performance goal of this component is to create and maintain
transparency of your actions pertaining to the hosting, money handling, and
organization of your seminar. You will notice as you move through the entire
plan that communications influence all other sections of your plan. You will
communicate in your marketing, sales, organizing, and administration, but most
importantly you will be developing trust and support through how you
communicate.
Costing: Costing is simply the act of determining or estimating future costs.
While “estimating” suggests an element of guess work, the reality, as I hope you
will see, becomes more strategic. The performance goal of this section is to
determine as accurately as possible the running costs of the seminar. I have
provided a template that you can use to find out your total costs and to determine
how much to charge your participants.
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Marketing: Marketing, sales, and advertising are generally interchangeable.
While the business goals of each are the same, how to go about making them
happen differs. Marketing, for the needs of this manual, has the performance goal
of getting the word out to Reality Land -- namely your direct geographical region
and neighborhood. This is where you shout out your intentions, give direction,
and define value.
Sales: Sales, in my opinion, are uniquely different from marketing. Where
marketing focuses on dissemination (sounds naughty, doesn’t it?), sales is about
developing relationships. You will use your enthusiasm, personality and charm to
build connections with registrants and potential registrants. It is actually a very
simple process that takes some of your time, is enjoyable, and pays off. The
upside of practicing this process is that you will meet some fantastic people and
gain friendships with individuals who have similar interests to you. It’s
“win/win.”
Administration: Administration is about organizing and maintaining accurate
records, being fastidious about communicating with registrants and prospective
registrants, time managing your sales and marketing, and lastly, handling and
dispersing funds properly.
Breaking it all down…
Here we go. The following is a Q & A providing insights into the details that you need to
know in order to put your event together. Do not be daunted by the size of the task.
Answer each question for your own seminar and things will begin to shape up rather
quickly. The key here is to do your research.
Do I have an idea of what I would like my Seminar to cover?
The instructor could cover all three wings of CST - Intu-Flow™, Prasara Body-Flow™,
and Clubbell® Training - in one seminar, or you could host a seminar covering only one
wing in greater depth. There is also FlowFighting™. You could do a seminar covering
Shock-Ability™, Fisticuffs™, Leg Fencing™, Throwing, Grappling, Knife and
Stickwork, or you could focus on only one, two or three of these examples. You could
also host a combined seminar of CST and FlowFighting™. The holistic nature of the
RMAX material allows you to create a very unique tailored learning experience for
yourself and the participants.
Who will instruct the Seminar?
Part of the qualification process of becoming a CST Instructor involves becoming a CST
Athlete first and foremost. The beauty of this process ensures that, no matter who comes
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in and teaches your seminar, the instructor will be able to demonstrate everything that
they are teaching. So the first question you could ask is who is the closest currently
certified instructor to my area? Contact them, and move from there.
[Important: There are some CST Athletes who have gone through the Certification
process and who have not kept their certification up to date. There are also posers!
Make sure when you contract an Instructor that they are recognized by RMAX.]
Is the Instructor qualified to teach the curriculum?
Once you have a general idea of what curriculum you would like to have covered in your
seminar, it would be in your best interest to make sure that the instructor you are about to
choose is qualified to teach it. CST Instructors are able to teach all three aspects of CST,
but they are not necessarily qualified to teach FlowFighting™. Do your research. Ask
the right questions. If they are not qualified find someone who is, or make adjustments to
your curriculum. As much as we want to support our Coaches and Instructors, we also
need to be responsible for the direction of our training.
How much does the Instructor charge?
Ask the Instructor. They may charge per participant or they may charge a flat seminar or
workshop rate. After contacting an instructor, ask them what their fee is and how it is
structured. The length of the seminar will be a determining factor in the fee structure.
Does the Instructor have participant minimums?
There are indeed participant minimums. As open and giving as the members of the CST
Instruction Staff are, you need to understand that they are also running a business. They
have set minimums to ensure that it is worth their time to travel potentially great
distances to provide instruction. In the big picture it is also more efficient and effective
to teach more participants at a time.
Does the Instructor have participant maximums?
As in all things, there needs to be a balance. A single instructor can only effectively
instruct so many participants at one time. Therefore they will likely put a cap on how
many people they will allow to participate in an event. This works to our advantage. It
raises the quality of the event because the teacher to student ratio will be excellent. If
there are one hundred flailing people in a room struggling to get one instructor’s
attention, the transmission of information will be very limited and probably not worth a
participant’s money.
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When is the Instructor available?
This should be a no-brainer. If your instructor is not available on the 15th, don’t organize
an event for the 15th. Discuss a variety of dates (minimum of three) so that you have
some options when booking a venue. In fact, as a rule of thumb, do not finalize a date
until you can match it with a venue reservation on the same date for the amount of time
required. All three performance goals must culminate at the same time to have a
successful event.
Does the Instructor have any special conditions that I need to be aware of?
The Instructor or Coach may reserve the right to invite guest instructors or CST athletes
free of charge. Discuss this up front so that there are no surprises, and adjust your
planning accordingly. The role of the Instructor is not just to instruct, it is also to build
the RMAX community. Their special conditions will reflect this goal.
Do I need to cover any extra expenses? Meals? Travel? Lodging?
In a very general sense the Instructor needs to be treated like an arriving celebrity. This
is not ego stroking; this is the seminar business. Part of the business includes travel
expenses, some meals, and lodging. For example it is RMAX policy, at least when
hosting Head Coaching Staff, that a hotel room be provided as part of the seminar
expenses. No Instructor is looking to milk every last dime out of you and the
participants. They are looking to give support and get support. Discuss their needs in
advance and begin offering solutions.
How many square feet of space do I need for the venue?
During my process of organizing a seminar Coach Murdock and I discussed how much
space was necessary for a group of thirty participants (thirty participants being the
maximum number that he would instruct at that event). From his experience he figured
that approximately 2000 square feet would be sufficient for our needs. Using the
maximum participant number and the square footage we get a ratio of 30:2000 or about
70 square feet per participant. Breaking it down like this will allow you to find a space
that suits the needs of your particular seminar or, if you only have 1400 square feet to
work with, you will be able to calculate how many participants you can safely provide
training space for.
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Is the floor carpeted, or does the venue have mats?
Practice of CST will invariably bring you to the floor. If you are fortunate in having
access to a matted dojo, you are golden! However, if you are renting a space at a hotel or
an event center, carpet is the way to go. If your venue offers only cement or linoleum
your participants are not going to be happy with you… and neither is your back,
shoulders, head, or anything else that needs to make contact with that surface.
Is the ceiling at least twelve feet high?
If you have included Clubbell® training in your seminar curriculum, ensure that you have
enough overhead room to swing them. I am about six feet tall, and when I hold a
Clubbell® over my head it reaches about three feet beyond my hand. In short, you want
a room with at least twelve feet of clearance.
Does the venue need to provide change rooms?
Change rooms are not a “make it or break it” issue. Talk to the venue staff ahead of time
to determine whether or not they have changing areas, and if they can suggest options. A
lot of hotels have pools that have adjoining change areas. You might be able to make use
of those. If you can find a venue that has change rooms available, great. Otherwise, ask
people to come dressed and ready to train.
What is the cancellation policy of the venue?
Plan for the worst and all your surprises will be pleasant ones. Be aware of the
cancellation policy of the venue. You do not want to be left owing money should the
event fall through. Most venues usually have a date by which you can cancel. For
example, the venue that I rented needed two weeks notice to cancel the booking without
incurring penalties. I set my registration deadline accordingly. (hint, hint)
Is there a place nearby to purchase lunches, or do participants need to bring a
lunch?
I was lucky. Not only did I find a venue that was a five minute walk from my front door,
it also offered access to a number of different food choices in the area. This may not
always be possible. If there is not an affordable cafeteria in the hotel or nearby local food
outlets, suggest that participants pack a light lunch. Alternatively, a catered lunch could
be included in the price of the event. In this case be sure to offer several meal choices to
suit attendee’s dietary needs.
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Where can out of town participants stay?
The beauty of hosting your event at a hotel is that, if you have out of town participants,
you will be able to suggest a location that is extremely close to the seminar venue… right
in the same building.
Can I get them a special rate?
If you talk to the venue staff and ask nicely they may be able to swing you a special rate
for out of town participants. It may not be a huge savings, but any savings is better than a
boot to the head… especially if you haven’t been working on your Shock-Ability™.
How much should I charge the participants?
Money is always an interesting topic to tackle. The question you will need to ask
yourself is, what should I charge that will allow me to cover all of my costs without
needing to have the maximum number of participants registered? The current benchmark
seems to be around the $100.00 range for a one-day seminar. This will be discussed in
further detail later in the manual.
How many participants do I need to have registered before I break even?
This is where the importance of your costing becomes obvious. You need to know how
much your event is going to cost to find out the minimum number of participants that you
need to register in order to break even. Again, this will be covered in further detail in the
“Costing” component of this manual.
How can I protect myself from unnecessary expenses?
There are two ways that you can protect yourself from being left holding the bag. The
first is to know the “break-even point” of your event, defined by the minimum number of
participants that you need to register in order to assume no costs to yourself. The second
is to define a closing registration date. You should have enough people registered by this
date to feel comfortable about moving forward. If enough people do not register by this
date, you have the option of canceling. Your cut-off date should coincide with the
cancellation policy of your venue. The location that I used needed two weeks notice in
order to cancel my reservation without penalty.
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Costing…
 Does money really smell?
 There’s more planning?
 Is this going to hurt?
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The smell of money…
Money has many different connotations. It can be the root of all evil for some, and what
makes the world go round for others. I sit somewhere in the middle. Whenever I have
chased after money for the sake of money I have always fallen flat on my face. However,
whenever I have focused on providing service (especially in something I am passionate
about), money and opportunities magically seem to appear. Once again, if I gave support
I got support. The lesson I learned was to create value first.
The second lesson was about defining the value of the service provided. I could provide
outstanding service and support, but if I didn’t place myself in a reasonable position to
cover my costs then the best intentions and the highest quality in the world would not last
without enough money to support it. That is a hard, kick-in-the-head lesson to learn, but
it is easily dealt with by a little careful planning.
A little careful planning…
So here is the “little careful planning” component that will provide the insights into how
much the whole seminar is going to cost, how to define the break-even point, and how to
set the pricing per participant for the seminar. I hope you will be pleasantly surprised at
how easy it is to put it together.
These are the numbers you will need: Instructor’s Fee Per Participant, Instructor’s
Participant Minimum, Instructor’s Travel Costs (actual or approximate), Instructor’s
Food Costs (actual or approximate), Instructor’s Lodging Costs (actual or approximate),
and Venue Cost (including taxes).
Look! Another grouping of three…
At this stage of planning you should have numbers for all of the above. The next page
provides a walk through of the process that I used to calculate the next three numbers:
1. Total Fixed Cost
2. Break-even Point
3. Cost per Participant
During the costing process the analysis covers more figures than you really need. While
seemingly irrelevant, these extra numbers provide you with as accurate a view of the big
picture as possible in order to get your head into the game. Once you are aware of all the
parameters it is easier to commit to your solution, knowing you have worked the angles.
Costing is ultimately about creating comfort and defining a reasonable expectation.
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By the numbers…
The following is a process that you can use to cost your event. Do not treat the numbers
as gospel; they are only here for example purposes. You may have great contacts, access
to resources, or pricings not available to everyone else. It is your job to work out the best
solution possible for your seminar.
The first chart shows the Instructor Fee (an example only) and the Participant Minimum.
This is important to know. It is called a Floating Cost because the total will change or
float based upon the number of participants registered if your instructor bases his/her fee
on a per head basis.
Floating Cost
Instructor's Fee (per participant)
Participant Minimum
$60.00
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The following chart demonstrates Fixed Costs, or costs in addition to the Instruction Fee.
The numbers represented for Travel, Food, and Lodging are fictitious, but they do lie
within the realm of reality.
Fixed Costs
Instructor's Travel Costs
$100.00
Instructor's Food Costs
$50.00
Instructor's Lodging Costs
$120.00
Venue Fee (including taxes)
$350.00
Total Fixed Costs: $620.00
The next chart is a breakdown of the cost per participant based on potential attendance,
starting at the Instructor’s Minimum listed above. It is from this chart that you can make
a realistic and educated decision of what to charge per participant based on the minimum
number of participants that you feel confident you can attract to the event.
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The chart uses the following equation:
(Fixed Cost / No. of Participants) + Instructor Fee = Potential Cost Per Participant
Cost Per Participant Analysis (Floating Fee)
Fixed Cost
Number of Instructor's Cost Per
Participants
Fee
Participant
$620.00
10
$60.00
$122.00
$620.00
15
$60.00
$101.30
$620.00
20
$60.00
$91.00
$620.00
25
$60.00
$84.80
$620.00
30
$60.00
$80.65
It was my goal to find a Seminar Fee that was as close to a target of $100.00 as I could
manage while suggesting a realistic participant number. In the above analysis, given the
response on the Tribal Forum and the number of CST Athletes in my area, I would
choose the second scenario of 15 participants as being most likely to suit my needs.
By choosing the second scenario this is what I uncover:

Cost Per Participant is to be $105.00 (I rounded up to create a potential cushion
for unknown expenses)

My break-even point requires the registration of 15 participants, and this
becomes my minimum sales target
Costing a Fixed or Set Instructor’s Fee…
This is more straightforward and is potentially easier to cost. The example provided will
assume a fixed Instructor’s Fee of: $1000.00
The equation that the chart uses is simply this:
(Fixed costs + instructor’s fee) / Number of Participants = Cost per Participant
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Cost Per Participant Analysis (Fixed Fee)
Fixed Cost
Instructor's
Fee
Number of
Cost Per
Participants Participant
$620.00
$1,000.00
10
$162.00
$620.00
$1,000.00
15
$108.00
$620.00
$1,000.00
20
$81.00
$620.00
$1,000.00
25
$64.00
$620.00
$1,000.00
30
$54.00
My goal from before still stands… a cost per participant of $100.00. You will notice that
there is a distinct advantage to having a fixed rather than a floating cost if you believe
that you can attract larger numbers of participants.
Go with your gut…
It may not be the most scientific or rational approach to deciding numbers, but this is
where you slide into the art of Sales & Marketing. Take a realistic view of the amount of
time and effort that you can put into your S & M plan (hehe… he said S&M!) and your
gut feeling of how many registrants you can attract. Couple that feeling with a price that
will define value for the participant and be within the realm of reasonability and you have
a break-even point that you can trust yourself to reach.
24
Sales & Marketing…
 Will this really work?
 You mean I have to talk?
 But I left my thinking cap
at the office!
25
Once it was two, now it is one…
I had originally thought to separate Sales and Marketing into two components, but the
strategies kept overlapping and the cross-referencing of “See: Marketing Component” or
“See: Sales Component” was getting tiresome. The moral of that little story: Sales and
Marketing are complementary, so plan on doing them at the same time.
Before putting a strategy into play you need to accomplish a few things. As mentioned in
the “Money from Nothing” component: be in the position of the seller without first
purchasing a product. With an Instructor, an exact date and a venue booked, a product
has been created. How much money have you put down so far? Zip, zilch, nada!
The Strategy…
The strategy that I used to market and sell Coach Murdock’s seminar did not include
magic tricks. Nor did I need the cognitive abilities of a rocket scientist. While I can make
a good slice of apple pie disappear and I have watched Apollo 11 a couple of times, I do
not believe that qualifies me as a wizard with an astronomical IQ. The steps are simple…
enough said.
Create a poster / flyer for the seminar: A great way to advertise your event is to
get all of the information down on one piece of paper in a simple, informative,
and easy to read format. It should include:









A title, including the name of the instructor
The area it is being held
The event date
Registration deadline
A brief description of CST
A synopsis of the curriculum being covered
Cost per participant
Your contact information
A “non-refundable” statement
You will find an example flyer included in this booklet.
[Important: Notice that there needs to be a “Non-refundable Statement” on your flyer.
There is a good reason for adopting this as your policy. People may decide to bail out of
your event at the last minute. This is not your problem. What is your problem is making
sure that everyone gets paid. If last minute drop-outs take their money with them you
may not have enough funds to cover your costs. The non-refundable statement does two
things: it ensures that you have enough money in your account; and it provides incentive
to your participants not to bail. This policy must be made completely clear at the
beginning!]
26
Post your flyer on the Tribal forum: Before you do this, ask for permission. In
general, all CST/RMAX seminars can be posted in the appropriate area if they are
sanctioned by RMAX. This should not be a problem, but follow the etiquette
anyway. You will get hits of interest from here.
Ask the CST Magazine Editor if he will post an ad in CST Magazine: Many
of those who read CST Magazine do not use the Tribal forum. You will reach a
different and potentially interested audience if you are able to get an ad posted in
the issue before the seminar deadline. Contact the editor at:
editor@circularstrengthmag.com
Post the poster/flyer in locations that will potentially attract those interested
in attending: Some locations will work, some won’t. Here is a list of potential
places, some of which will require permission and perhaps a connection or two,
but the effort will be worth it.









Health Food Stores (especially the Mom & Pop variety)
Yoga Studios
Martial Art Studios
Local YMCA’s
Community Centers
Coffee Shops (especially those near Yoga or MA studios)
Internet Chat rooms
At Work (check with your boss!)
Alternative Health Clinics (Body Workers, Naturopaths, etc)
The idea is to hit locations where like-minded individuals are searching for what a
CST or RMAX Seminar can provide. Visit the locations where you posted your
flyer frequently, and try to make connections with workers or participants in order
to help spread the word.
Create a Sales Package: This package will include your Flyer, a Waiver,
Medical Info sheet, Registration form, and an Instructor Bio. Most of these are
provided in this booklet, but make sure that you get the bio and waiver from the
instructor to be included in the package.
Tell everyone you know that you are hosting a seminar: You don’t need to
provide details, just let people know that you have taken the responsibility of
hosting and organizing a CST seminar. The usual question of “What is CST?”
will open doors of opportunity
27
Have one or two articles about CST waiting in your arsenal: These articles
should explain what CST is, or they should cover the curriculum of your event.
You could also pull rave seminar reviews from the forum (with permission), and
you could include articles written by the Instructor or Coach that you are hosting
to give people a clearer idea of his/her expertise. Generally, you should share
these articles with those who have asked about the seminar or have asked what
CST is. Word of warning: Do not overload prospective attendees by handing
them enormous packets of reading material. One, maybe two articles, tops!
Send a “Sales Package” to anyone who has inquired about the seminar or
who has asked for registration material: Once your flyers have been posted you
should start to get hits. They may not come in droves, but they will definitely
trickle in. People will either ask to sign up immediately or will want more
information about the event. Send them the Sales Package.
Take a registrant out for coffee, lunch, or dinner: Salesmanship is all about
developing relationships. Once you have a registrant or two, ask them out for
coffee or lunch and get to know them. You already have CST in common, so the
conversation should flow naturally. Let them do most of the talking, and ask
questions. Specifically, ask if they know anyone else who may be interested in
participating. Stay in contact.
Answer all inquiries expediently: This bleeds into the communications area, but
it is important to note it here. How you are perceived by the people you are trying
to woo to your seminar is just as important as the seminar itself. If you are hard
to contact or if you never return emails, folks will lose interest and it will be
difficult to meet your minimums, let alone fill the event. The moral: answer every
email quickly! Prompt replies lend you an air of competence.
Add a little more incentive…
Try this strategy to give those fence-sitters a bit of a nudge. You should have decided
what your cost per participant is by this point. Use this rate as your early registration fee.
Set a second date as your early-bird cut-off point… perhaps three to four weeks before
your registration deadline. Once you have reached the early-bird deadline, raise that rate
by twenty-five to fifty dollars. If you plan to use this strategy, be sure to include it in
your flyer!
For example: Early Bird Registration:
Standard Registration:
$100.00 (Must register by April 15th )
$150.00
28
Because you are the organizer, you also have the option of offering the seminar at the
early-bird rate if last minute participants are fence-sitting. Use your judgment.
Another idea that requires an investment on your part is to purchase RMAX DVDs and
manuals to be sold at your event. RMAX Headquarters will support organizers by giving
discounts on products to be sold during events. For details contact the RMAX.tv
Production Headquarters.
Be quick of mouth…
I am really bad at this, so I figured it would be a good thing to mention. Because you will
be telling everybody you meet that you are organizing a CST Seminar, the inevitable
question is going to arise: What is CST?
This is where I go off on a mile-long diatribe about the incrementally sophisticating
process of CST involving bio-mechanical movements and exercises whose purpose is to
develop yada, yada, yada! Trust me… Develop a 10 second long CST explanation.
Write one down and memorize it! While glazed looks can be amusing, they are not very
helpful in getting people to ask the next most valuable question: Where can I learn more?
A 10 second CST explanation:
CST, or Circular Strength Training®, is a developmental process for physical health and
performance enhancement that can be scaled and tailored for anyone, from beginners to
elite athletes. The main goal of CST is personal mastery through movement.
Be Creative…
Think outside the box. Be creative in how you get the word out there. The above is the
strategy that I used, and it worked. This does not mean that you should limit yourself to
only this. When an opportunity arises to spread the word… spread it! Opportunities will
always pop up, and you must to be ready to capitalize on them.
29
Administration & Communications…
 Do I really need to be this
organized?
 But what if they’re really
rude?
 Thou shalt not what?
30
Oh, to fulfill thine desire for the officious…
Administration and communications are so official sounding, aren’t they? Don’t worry,
this is going to be easy.
Administration 101…
Pre-seminar administration is pretty straightforward. You are responsible for the receipt
of all registration forms and money, as well as making payment for the venue and the
instructor. In order to make this process as smooth and painless as possible I suggest the
following strategy.
Find four file folders and label them as follows…
1.
2.
3.
4.
Checks & Money Orders
Medical Forms
Waivers
Registration Forms
Print out the spreadsheets provided in the appendix with the corresponding labels and
slide them into the correct folder. You will use these spreadsheets to manage the
incoming registration packages, and you will hand them over to the Instructor for yours
and their protection against liability at the seminar.
Possession is nine tenths…
When you come into possession of a returned and filled out registration package, bust it
out of its envelope, separate it into its component parts, and slide them into the
appropriately labeled file folders. Be sure to enter the names of participants on the
spreadsheets already inside your trusty filing accoutrements for later ease of reference.
When you have reached your registration deadline, grab the folder marked “Checks &
Money Orders” (it should have all the money in it), walk to the bank, and make a deposit.
Next, cut a money order or certify a check and walk over to the venue that you have
booked for the seminar and pay for it! You now have a venue to play in, free and clear.
Pay the man, Stan (or Judy)…
Before you cut a check for the Instructor, acquire all of their receipts for gas, tickets for
transportation, food, and of course, lodging. Make sure that all of the items on the
receipts fall under the realm of “discussed expenses”. Secondly, take attendance at the
seminar, because the instructor may be paid per participant. Once you have crossed all
your eyes and dotted your tees, pay the instructor!
31
Wipe the sweat from your brow… and breathe.
All done.
Communications…
This is a little bit more complicated, but you should be able to break it down into four or
five main reasons for communication. Just so we are clear, I am making the assumption
that most, if not all, of your correspondence will take place via email. I am also assuming
that you know how to use it. The reasons for communication are…
Can I have information about CST? This is your opportunity to provide an
article about CST that you feel is appropriate to the questioner. Include the
registration package when you forward your article, including instructions on how
to return the filled-out information.
I would like to register for the seminar, please. Of course you can! Again,
send the registration material including instructions on how to return the filled-out
information.
Have you received my registration and money? When you receive a
registrant’s information, always let them know promptly. IMPORTANT: This is
when you inform them that you will be depositing their money on the deadline
date! It takes two seconds, and it relieves a lot of anxiety!
I am depositing the checks… this is the seminar location. This is your public
service announcement. When you sent out your sales package you will have
provided a registration deadline. Just prior to this date you should send out an
email informing all registrants that you will be depositing their moneys. This is
also a good time to inform them of the exact address of the venue. There are
exceptions for this rule. If someone is from out of town and needs to find a place
to stay, provide them with the venue address and the closest hotels.
This is what you need to bring. This is your second service announcement. It
could be included in your first should you choose to do so. Discuss with the
Instructor what the participants should be bringing to the seminar to enhance their
learning experience.
Just teasing. In order to maintain interest and to potentially spark more… post
periodic updates on the forum with quippy little statements like: “Registration is
filling fast” or “Don’t miss out on this opportunity to train with….” The idea is to
promote urgency of action for those who are comfortably sitting on the fence.
32
Shalts and Shalt Nots…
In all things in life there are rules to be followed, or if you prefer, best practices to be
adhered to. Below is a brief list of suggestions to keep in mind when administering your
communications strategy.
Thou shalt not be rude. Duh! If you tick off everyone that you are trying to
woo, the event is going to be filled with angry people -- if it is filled at all. Be
pleasant, be respectful, and if you cannot find a nice way to respond to an idiot,
pass it to someone who can.
Thou shalt not provide the venue location before the registrant hath paid-eth.
Yep, that’s right! The best way to avoid door crashers is to keep the location of
the door a mystery. Venue location is a paid privilege.
Thou shalt not divulge the number of registrants currently registered… not
even to thy mother. Most people only want to be associated with successes. If
you are nearing your deadline and have not yet reached your break even point,
display only success. Statements like “only a few spots left” or “the event is
filling fast” suggest a need for quick action for those sitting on the fence.
Thou shalt reply to all who show interest with great haste, vim and vigor.
Just a fancy way of saying… “Reply to everyone ASAP!” This is perhaps the
most important aspect of communications. It implies organization, caring, and
good management. Through those implications you will develop the trust of
those who have registered for the seminar.
Thou shalt keep thine eyes upon thine own cards. During the process of
organizing the seminar you may come upon knowledge that is generally only
reserved for those on the “Inside” of the RMAX Staff… call it a perk. This is
your chance to display your character. File it in the back of your head and keep it
there, because not all information is meant to be shared, and it could potentially
hurt the people you are trying to support.
Smile-eth. It has been shown that smiling promotes a relaxed state. It also tends
to direct how we deal with reality. There may very well be some tense and
frustrating moments during this process, leading to only two choices: rage out
and help nobody; or shrug, grin and be effective. Make the useful one happen.
33
Handling the money…
This demands some special attention because it is where most folks have concerns, and
rightfully so. The reality of your position as organizer: you will be handling other
people’s money. This position demands that you respect the issues of potential
registrants.
Be Transparent. The best way to achieve this is to outline all of your actions
ahead of time and adhere to them. This is what your plan is for. Set a registration
deadline, inform registrants that you will be depositing their check on the
deadline, and send a notice informing all registrants that the deadline has been
reached and that the money is going into your account. There will be no room for
guessing or questioning of what is going to happen next with their money.
Be Respectful. If anyone does not understand what is happening next with their
money, politely explain it to them… even if it takes three, four, or five times. If a
registrant has a huge concern that will not go away, ask them how they would like
it to be handled and find a solution of compromise. Remember: it is their money
until it is your money, and it is not yours until the deadline.
Pay those who need to be paid when they need to be paid. The sooner you get
the money out of your account the sooner you can relax. I personally prefer using
money orders. I set up an agreement with my venue based on a money order and
I paid Coach Murdock with a money order. The advantage was two-fold… the
money was immediately out of my account and the recipients (both the venue and
Coach Murdock) had no question about whether or not they were receiving their
moneys. It is as guaranteed as it gets!
Here’s a little thing about liability…
There are two forms you should pay special attention to. The first, and perhaps most
important, is the Liability Waiver. You should ask for and receive a copy of this waiver
from the instructor. No registrant should be allowed to train in the seminar until this
form has been filled out properly and signed by the registrant or the registrant’s guardian
should they be under 18 years of age.
The second form, on the very last page of the Appendix, is the Model Release Form.
This should also be signed and filled out by all registrants if any pictures are taken that
will be used by the instructor. For example: there is usually a group photo taken at the
end of the seminar that can be posted on the Tribal Forum. Make sure you bring enough
copies of this form on the day of the seminar!
34
Epilogue…
 Epi - what?
 Isn’t that a leg shaving
tool?
 Is this guy ever going to
stop talking?
35
What to expect on the day…
You reach a point where the momentum of the event takes over and there is very little to
do. In my opinion this is why it is so important to set the tone both during the planning
process and during communication with the individuals attending the seminar. Be a twit
beforehand and you will be treated as a twit on the day.
Schmooze away…
I loved this part. Everyone was walking through the door, some wide awake and ready to
go, others bleary eyed and sucking back coffee. The latter was me. Regardless of their
state I made a point of talking to everyone who was nice enough to let me. This
accomplished two things in my mind. It provided me with a feel for the local CST
community, and it helped to set the mood. I’m not sure if you noticed, but I prefer to
keep things focused but light… just a little FYI for you.
I would suggest that you do the same. Most, if not all, of your participants will be the
local members of your RMAX community. Getting to know them not only builds
bridges of friendship, it also opens doors of possibility for more training opportunities,
either as a seminar or a weekly group.
Did you get your beauty sleep?
Speaking of bleary eyed, I did not sleep well the night before my event. I knew I had
covered all the important stuff, but I was worried that I had forgotten some little detail
that was going to become glaringly obvious. I was also very excited and somewhat
dumbfounded that the event had come together. In hindsight I should have shrugged it
off and just gone to sleep and let the day unfold. The moral here is: if you follow your
plan all the major details will be taken care of.
Unfortunately, because of my lack of sleep I was becoming more of a wallflower than a
participant towards the end of the seminar. The event you organize is for your edification
too. Your personal preparation includes a good nights’ sleep.
Do I really have to say this?
As much as you and I are not employees of RMAX, by going out of our way and
organizing a CST or RMAX event we do become informal RMAX representatives. This
means that how we treat individuals, either those who do indeed register or those who do
not, is a direct reflection upon RMAX and of course upon ourselves. Please be polite and
professional with everyone who crosses your path and hears or has heard about the event
that you are organizing. Enough said.
36
Support your Instructor…
This is actually really simple to do. Make sure the Instructor eats, stays on schedule, and
basically has everything they need to do their job. Discuss these needs with the Instructor
on the morning of the event, and make sure you do what the two of you have agreed
needs to be done. There may be nothing… go with the flow.
Take attendance…
I’m putting this almost dead last because it does not necessarily need to happen first thing
in the morning. Everyone who walked through the door at the beginning should be there
after lunch, and if they are not someone will notice. Just before you begin the afternoon
session is a great time to do a role call. Grab your participant list and check through the
names. If you choose to organize another event in your area these names and their
contact information will be important.
What I gained from hosting a seminar…
I chose to organize a seminar in my area for two reasons. The lesser reason: Nobody else
seemed to want to do it. The greater reason: My future goals included becoming a CST
Instructor. I gained a lot of experience learning how to work with both the people of
RMAX and the people who attended. This also provided me with the opportunity to see
what it would take to organize an event, how many people were interested at the time,
and where work needed to be done to develop the RMAX community in the Toronto
area.
Hosting an event also included the opportunity to begin flexing my business muscles, to
show myself where I am weak and need improvement and to shed light on strengths that I
was not entirely sure I had. The most important lesson: if I wanted to be a full-time
RMAX Instructor it also meant becoming an entrepreneur! Leading from the front takes
on a whole new meaning.
Once again, I’m sure I missed something…
I think I have written everything down that will be helpful to you. Of course there is that
nagging little feeling at the back of my head that I have missed something. I know the
major points are covered. However, a perk of being a member of the RMAX Tribe is the
support you get by participating. If you have any questions about hosting a seminar or
workshop, float them onto the forum and they will be answered, if not by me then by
others who may be in a better position to be helpful.
Good luck with your event, and may your path to mastery be a joyous one.
37
Appendix
 But my doctor says I don’t
need my appendix…
 Are there forms? Spread
sheets?
 Are we almost there yet?
38
Seminar (Flyer Example)
Featuring: Head Coach Ryan Murdock
That Hotel Place Where We Held It -- Toronto
February 25th 2006, 9:00 am to 4:00 pm
Health
Mobility
Function
Skills
Physique
CST (Circular Strength Training®) systematically and incrementally improves your joint strength, range of
motion, muscular coordination, balance, poise (your ability to perform in any stress filled situation), and of
course your overall physical appearance. CST is a total system, once the secret of elite athletes like UFC
Heavyweight Champion Andrei Arlovski but now being used by people from all walks of life. This one day
introductory seminar will introduce you to the principles of CST™ and get your New Year’s resolution to
“get back into shape” off to a great start!
Seminar Curriculum

Introduction to Intu-Flow™, the CST training flagship that teaches you how to recover and refine
the full range of motion of all of your joints, improve muscular coordination, and increase joint
strength. The foundation of joint health and performance enhancement.

Introduction to biomechanical exercises from Body-Flow Prasara™ (Sanskrit for: “Movement
without thought”). Excess tension hemorrhages performance. Body-Flow exercises help rid the
body of excess tension by re-educating efficient movement patterns and reintegrating Breathing,
Movement and Alignment. Putting these exercises together into Kinetic Chains allows you to train
to access Flow state at will. Learn how to incorporate biomechanical exercises into your personal
practice and how to use them to enhance performance in any activity.

Clubbell® basics. The Clubbell® is the only tool specifically designed to train strength in 3dimensions. In this introduction to this cutting-edge method of strength training you’ll learn the 7
key elements of Clubbell® training -- the keys to taking apart any movement.
Seminar Fee: $125.00*
Join the Community
RMAX is an acronym for “Reaching ouR MAXimum Potential Together!” RMAX is supported by a global
“tribe” of like-minded enthusiasts who come together online in the internet’s largest give support / get
support community. Upon completion of this seminar an informal RMAX training group is forming in
(your community name here) to expand upon what you have learned and to help you explore your potential.
Please contact:
Your Name Here!
Phone: (514) 555-1234
Email: youremail@server.com

Full payment is required by February 10th – 2006 and is non-refundable.
CLUBBELL® and CIRCULAR STRENGTH TRAINING® are registered trademarks of RMAX.tv Productions
39
SEMINAR
Registration Form
Full Name: _________________________________________________________________________
(Last)
(First)
(M.I.)
Address: ___________________________________________________________________________
(Street)
(City)
(State)
(ZIP)
(Country)
Telephone Numbers: _________________________________________________________________
(Daytime)
(Evening)
(Fax)
Internet Access: _____________________________________________________________________
(E-mail address)
(URL)
Organization (If applicable): ___________________________________________________________
What is your athletic/fitness background?
What do you hope to gain from this seminar?
Do you have any prior experience with CST or RMAX?
40
SEMINAR
Medical Information Form
Last Name
First
Address
City/Town
Business Address
Emergency Contact:
Name
Relationship to Contact Person
Conditions:
A. Epilepsy (convulsions)
B. Diabetes
C. Known Allergies:
Penicillin
Drugs (specify): ________________________
Other: ________________________________
D. Rheumatic fever or heart murmur
E. Head injury with unconsciousness
F. Operations (list)
G. Blackout upon exertion, pain/pressure in chest,
palpitations,
Irregular heartbeat, high blood pressure, dizziness, fainting
H. Loss or seriously impaired function of any paired organ
(kidney, eye, testicle, etc…)
I.
Recent injuries (neck spine, joints, other…)
J.
Enlarged liver, spleen, glands, recent infections…
Middle
Age
State/Country
DOB
ZIP
Home phone #
Business Phone #
Address
Home Phone #
Business Phone #
Next of Kin: Name
Address
Home Phone #
YES or
NO
NOTE: Give all details, dates, and Physician/Hospital Care
information for all YES answers to the questions on the left.
Please list this information under REMARKS &
ADDITIONAL INFORMATION.
Date of last tetanus shot: ____________
Blood Type: ______________________
FAMILY HISTORY: (include sudden death, early heart disease, etc…):
ARE YOU NOW UNDER TREATMENT FOR ANY MEDICAL CONDITION? (specify all in detail)
REMARKS OR ADDITIONAL INFORMATION: (use back of sheet if more space is required)
By my signature below (and that of my legal guardian if necessary), I certify that I am NOT under ANY physician or hospital care that
would prevent me from participation in the training. I understand the physical training nature of the training and by my signature
certify that I have NO health condition that would be endangered when participating in the training. I understand that it is my
obligation and responsibility to have a full health evaluation by a licensed medical/health physician before agreeing that I am
physically competent to enter the training.
Signature of Participant
DATE
Signature of Parent/Guardian (if above participant is not a legal US adult)
DATE
41
Participant List
No.
Participant
City
Email
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
42
Paid?
Forms
Received?
Waivers
No.
Participant's Name
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
43
Received
Yes or
No
Medical Forms
No.
Participant's Name
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
44
Received
Yes or
No
Registration Forms
No.
Participant's Name
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
45
Received
Yes or
No
Checks & Money Orders
No.
Participant's Name
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
46
Received
Yes or
No
SEMINAR
Model Release Form
In consideration of my appearing on one or more photos took by __________________ ,
I hereby authorize you to record and reproduce on photos, my name, likeness and
performance, and to use such photos in any form throughout the world in perpetuity.
I also hereby authorize the use of my name, likeness, performance, and biography for
publicizing and promoting such photos, and any other uses by ____________________.
By:
__________________________
Signature
__________________________
Printed Name
________________________________________________________
Street Address
Apt.
________________________________________________________
City
State
Zip
In case of minors, to be executed by parent or legal guardian:
Executed for the minor by:
___________________________
Signature
The above signed is (circle one)
_____________________________
Printed Name
Parent
Legal Guardian
_______________________________
Street Address
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City
State
Zip
47