INSTRUCTOR
MANUAL
For the most FUN job on the
planet and helping HUNDREDS
of clients get the body
they deserve.
Dear Fit Body Boot Camp Instructor,
Congratulations and welcome to Fit Body Boot Camp! The manual that lays in front of
you will provide you with the most advanced and essential techniques to make YOUR
boot camp the #1 Fitness Solution in your area.
At the time of writing this, there are over a hundred Fit Body Boot Camp (FBBC)
locations worldwide, and it won't be long before FBBC will be the "go-to" boot camp for
anyone looking to get in shape.
The information in this manual came about through years of 'real-life' testing in boot
camps all over the country, and we're fully confident that by applying what you see here,
you will have an unfair advantage over any other fitness camps.
Rock On!
Steve Hochman & Bedros Keuilian
December, 2009
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Table of Contents
Page
1.
Your Philosophy
1.1 Your Mindset (how to think)
1.2 Go A.P.E.!!
2.
The BEST Boot Camp in the World
2.1 How to Train like a Rock Star
2.2 Nine mistakes to avoid like the plague
3.
4.
21
How to Get More Clients
25
26
28
28
29
Signing People Up
5.1 Online sign-ups
5.2 Offline sign-ups
5.3 Rapid Fat Loss Program
6.
7
8
19
Your Conduct
4.1 Plastic Gift Cards
4.2 Calling/Txting Clients at their work
4.3 Referral Snowball Method
4.4 Referral Mind Control Method
5.
3
4
5
Accidents
30
31
31
33
35
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Chapter 1
Your Philosophy
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Fit Body Boot Camp has every element that you can possibly think of to make clients
flock to you and sign-up. We use the most ninja marketing tactics out there, and the
facilities are top-notch to make it easy for you to create a kick-butt atmosphere.
In fact, the main goal is to have your boot camp generate
over six-figures, which equals in most cases to anywhere
from 40 to 50 clients.
BUT…this can only happen if you step away from
mediocrity and achieve greatness in your workouts,
attitude, and management.
1.1
Your Mindset (how to think)
Here's a secret that you may already know: All successful people in the world have 1
thing in common. And that is that they take massive action.
If you want something in life – you have to jump for it. That's why we recommend you
read this manual -> take action -> then come back to it so your mindset stays conditioned
for success.
See, if you were to go workout right now, afterwards you will
feel great and you'll look good too. But in order to stay in this
shape, you're going to have to keep doing it to keep your body
conditioned. The same thing goes for this manual. Reading it
once will have you learn LOTS of skills to become a top fitness
expert. However, you'll most likely need to come back to it to
stay in that 'winning mode'.
(It's often not about what you need to know, it's what you need
to be reminded of)
And as a Fitness Boot Camp Instructor, THE most important
aspect is your energy. Just your energy alone can literally
skyrocket your clientele… and surprisingly enough this is the most overlooked element in
many fitness businesses.
Even with the greatest marketing in the world, having low energy will cause clients to
drop off and therefore bring zero referrals. Therefore, make the commitment that you will
bring the energy every single day... with no better time to start than right now.
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1.2
Go A.P.E.!!
In your boot camps it's important to not only make your clients love you, but give them
an experience every single workout. Make them forget their daily slumps and weight
problems by bringing the most insane energy known to man. The strategy we use is the
A.P.E.-principle, which stands for:
 Appreciation
 Passion
 Enthusiasm
So to put it short, appreciate your clients every
time you see them…stay passionate by constantly
learning new workouts…and stay enthusiastic
about helping so many people getting in shape
while you're having a job other can only dream of.
Consider this to be "the Secret" of boot camps and training in general. If you watch the
celebrity trainers on 'The Biggest Loser' or any other TV show, you'll see they're aware of
this Secret. They're not just putting people through exercises, they are brining the drama.
You watch that show and think to yourself “Oh, my god, this is amazing!”
Appreciation
One of the most desired feelings in the human brain is
the feeling of appreciation. So using it on your clients
will have your boot camp tie into one of your client's
most important needs. The best way to show
appreciation is to never let the line go slack. So when
your client walks in, even though you've known
him/her for 10 years, say:
“Hey Jane, what’s up? Good to see you. I 'm so glad
you're here. I really appreciate you coming in.
Awesome, Jane, this is going to be so much fun. Are
you ready for today? We're going to bring it. I
appreciate you coming!”
And make a connection with each person. Not like a blanket “Hey, I appreciate all you
guys being here blah, blah, blah.” I mean:
“Hey Karen, thank you for being here. I appreciate it!"
"All right, let’s do this! Bill, you are one awesome dude. I appreciate you!"
"Cindy, you’re the best. It’s so good that you’re here. You made my day!”
So never take your clients for granted, these people pay good money so you can have the
greatest job in the world.
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Passion
Passion is what drives you and has you give off those energetic vibes which make you
feel you can illuminate an entire city. One of the best ways to stay passionate about
something is to continuously keep learning. Whether you are looking up different
exercises on YouTube, attending conferences, or staying up at night thinking of weird
things to do with your clients like I do…you are re-igniting your passion.
We have all experienced this in one way or the
other, where you learn something new and
can't wait to use it on your clients. So in your
next session you start off saying:
"Oh my goodness, do I have something for you
guys, I couldn't sleep all night I was so excited
to use this on my favorite clients, you're going
to absolutely love it!"
Whatever road you take with your boot
camps, never forget to stay passionate about
what you do and be great at it.
Enthusiasm
Enthusiasm is contagious. It breeds more enthusiasm. Have you ever been to a baseball
game and it’s the bottom of the ninth inning and everyone puts on their rally caps? It’s
like that. And a lot of times it works. The fans in the stands get excited, and it feeds the
players. When YOU get excited, it feeds the members. And that's exactly what gets the
referrals coming in left and right. You can portray enthusiasm in the smallest things you
do, for instance, don't say this:
“Hey, drop down and give me 20 push-ups. Good. Now, go out and give me 30 jump
squats. Awesome. Now you're going to go ahead and lunge to the end and back and then
run a lap.”
But say this:
“All right, we're going to do 20 jump squats because we're going to work that butt, Girl!
I know you want to get in that bathing suit! C'mon, nice and low, nice and low. Good.
Now, we're going to lunge across the room! As soon as you're done with that, run that
lap! I'm timing you, so make it fast. That bikini’s calling you!”
See the difference? Enthusiasm is what carries you to be the best of the best, and we all
know that anything worth doing is worth doing right.
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Chapter 2
The Best Boot Camp
in the WORLD
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Having the greatest boot camp in the world sounds unfeasible to many. All in all, boot
camps are the most popular thing out there, and it doesn't look like they're going
anywhere. That's why this chapter is going to take you step-by-step through all the
elements that will instantly put you in the top 1% of all Fitness Professionals.
Like we mentioned earlier, being the best is only possible if you eliminate all feelings of
uncertainty, and truly live in abundance. Don't just think your training will bring you
boatloads of referrals… assume it!
2.1 How to train like a Rock Star
You and I both know that we have way, way, way more fitness knowledge than most
people. What we do is in no way comparable to what’s going on at your competitor boot
camps or large corporate chain gyms. We know this, but your clients won't feel the
difference until you start applying these Superstar Ninja Boot camp Tips…
Keep your exercises unique
Always do exercises that use the whole body at once and elevate heart rates like no other.
So stay away from the basic '$19/month aerobics class' exercises. Even though your
clients may not mention it, they will subconsciously feel they're getting the same workout
in, and this will dramatically decrease the value of your boot camp. So instead of going
punch, punch, punch. – Do something like punch, punch, burpee pushups, sprint back and
forth, punch, punch, burpee pushups, sprint back and forth, etc, etc.
Set Highly Inspiring Themes
One of the best ways to get a commitment from your
clients during a workout is to set a theme. that's
important when setting a theme is to establish one
right from the beginning of the workout. This gets
your members in the proper mindset and ready to
KILL it in their session. Here's an example of what to
say while you have your clients do their warm-up:
“I want you to know today is Friday. Do you know
what Friday means? Friday means that we're going
to start next week off today. What we do today is going to affect us next week. That's why
this is the most important workout of the week. You guys all agree? Can I get a
commitment? All right. Start doing squats. Good. Can I get a commitment from every
single one of you that no matter how you feel, that today you're going to push yourself
just a little harder than you thought? Mary, do you commit that to me? Awesome. John,
do you make that commitment to me? Good. Jennifer, are we committed? Are we there?
Awesome! Go down the road. Okay. Good, good, good, all right, excellent, everybody up,
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jumping jacks again, great. Okay. So everybody, check this out. So I was thinking about
what we're going to do today. I was up all night planning this because I knew that today
was going to be special. And I'm right, because my favorite people in the world are
here.”
This is the perfect way to do a warm-up, from then on you can name your workouts like
‘Butt Annihilation’, ' Ab-domination', etc, etc. And the cool thing is that once you've set
the tone and you've made a theme to each workout, you can get the most out of your
clients:
“Shane, you made that commitment! Give me your all. You can push harder, John, you
said to me that today was going to be special! Do it. Do it. I want to see you do it! Get off
your knees, John. Do it. Do those push-ups right. You said today you were going to give a
little extra when you didn't think you could go!”
Now everything you're saying is making sense to them because you have themed your
workout. Don't be that average trainer telling clients what to do with no substance or
commitment to greatness. Having a theme will make your clients work that much harder
(which gets them better results and raises your retention rate). And really, you can use
anything as your theme:
“So, all right, the Academy Awards are on today. You know what? I'm not one for
watching the Academy Awards but check this out. They're honoring the best of the best
there. They're honoring who everyone thought was the best. Guess what? Today, you're
going to be the best of the day. Today, this is your award. This is your Academy Awards.
Are you ready? Do you understand that this is not a typical workout? Oh, no. Oh, no.
Everyone else might be doing their workout. Not us. We're the best of the best. Are you
ready for this?”
Do you see the difference?
Greet Your Clients Like a Dog
The dog is one of the only animals that doesn't have to work for a living,
and one of the reasons is because it shows so much appreciation and so
much enthusiasm for its owner. The dog has one of the best lives ever.
So greet your clients like a dog! You know how when you come home,
and if your dog hasn’t seen you in awhile, the dog is just so excited like
he hasn't seen you in years? That's how you should greet your clients
EVERY time they walk through the door.
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Your Voice Is the Music
When teaching the boot camp, your voice is like music. You know how
if you're in a dance club and suddenly the music turns off and the energy
just disappears? That's what your voice is like. Your voice should be
constantly going, and not in the same tone. You don't want to just bark
orders all the time. You're going to change your tone. Bring it high, low,
and back and forth.
Go-To Exercises
All your clients should be totally convinced that you have planned the workout for hours
and hours and hours before you came in, so never make the impression that you're
thinking of what to do next. Here's where you can use go-to-exercises for when you want
a break or when you need to think for a second. Great go-to exercises are jogging in
place, having your clients run a lap (or obstacle course), 25 pushups, etc.. Then while
they're doing that you can get your head straight and decide what's next.
Counting Reps vs Timing Reps
Know when to either count reps or time reps. Usually the counting reps is best for when
you have everyone doing the same thing at the same pace. This way your loud counting
only motivates them. However when timing exercises you can motivate clients
individually by talking to them.
The Burnout First Method
When you have guys in your boot camp who are really strong it helps to burn them out
first. Instead of giving them dumbbells for isolation exercises, have them drop down and
give you 25 to 50 push-ups. This way they'll be tired before they do isolation exercises
(plus whatever dumbbells you give them will seem much heavier).
KISS (Keep It Super Simple or Keep It Simple, Stupid)
Don't have your clients do exercises that take 20 minutes to explain. This will only have
you constantly be correcting everyone and no one will end up getting a workout in since
they're all trying to figure it out (looking to the person closest to them who most likely is
doing it wrong as well).
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Know when to Socialize
In order to be loved by your clients you'll need to build rapport and occasionally socialize
with them. This can be done during the workout, though only when you're doing a timed
exercise. For example, if you have everyone doing 20 jump squats followed by 3 sprints,
after which they all lunge walk for 25 yards. Now, while everyone's lunging you could
change your tone and ask them this movie you saw last weekend. Then once they're done
with their lunge walks have them repeat the routine where you socialize again when they
start the lunge walks. Don't make the mistake of talking while your clients are supposed
to be working. This will cause your clients to stand around, and although it may seem like
they're having a great time, subconsciously they're thinking “This isn't a good workout.
I'm not getting the value that I came here for.”
Showcasing Clients' Results
An awesome way to build referrals and pump up your
clients is to showcase a particular client's results every
week. I like to do video interviews with clients every week
where we first talk about their problems they were
struggling with before they joined my boot camp. Then
once I ask about their results and how their life has changed
I pan off and have my entire boot camp clap in the
background. Then once you have the video uploaded, email
it to your clients and tell her to show her friends (which she probably will, if anything just
to
show
off
their
results
and
your
incredible
support
system).
The 'No One Left Behind' Technique
Your boot camp should be an amazing experience to everyone, so no one should ever feel
like they’re holding everyone up. Key in doing this is having people end at the same time
as much as possible. To do this you incorporate different exercises. For instance, you
wouldn't have everybody running a lap and having those who finish first just stand there
and wait for everyone else to finish, because the person that finishes last is going to feel
bad, and the person that finishes first is going to be waiting, and not feeling challenged.
So instead, have everyone run a lap, and then the people who finish first are going to do
jumping jacks, and once the last people arrive they join in on the jumping jacks for about
10 seconds where after you switch to something else. The very best technique however is
to know your clients and send them to start their lap according to their fitness level so
everyone arrives at the same time.
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Flip the Switch
Before you even walk in the door, you need to flip the switch on your personality. Never,
ever walk through the door without flipping the switch. Whatever attitude, whatever
mindset, and whatever energy level you have in your real-world changes when you go
into boot camp mode.
People are not there to be trained by an accountant – they want
their world rocked. You are the instructor. You are the authority.
You are Mr. Excitement. People know when you walk into the
room because you are working it. They’re looking at you. You’re
the focus, and you’re going to be the most influential person in the
room.
The Power of “Thank You”
Just like showing appreciation when someone comes in, you need to thank everyone
when they go out. Every single one just put money in your pocket. And don't do the
blanket "Thanks everybody, see you next time" but
“Thank you so much Julie, I appreciate your work today. I can’t wait to see you again”
“Allison, thank you so much for being here. You rocked it today, Girl.”
“Shane, I appreciate it. You tore it up today, Bro. Thanks so much for what you
contribute. You did great!”
“Hey Vaughn, you rocked it today, Dude. You’re getting better every day. Thank you so
much for letting me train you.”
And since you're going to do this every single workout,
here's a trick to mix it up: Say thanks, tell them what they
did, and say thanks a couple times more:
“Thanks Jeanine. You have improved so much. Thank you
for being here. Thank you.”
“Thanks Darcy. You really worked hard today. Thank you
for contributing so much. Thank you.”
“Thanks Dave. You are trying so hard. Thank you for
taking this so seriously. Thank you.”
“Thanks Harold. You were awesome on those lunges.
Thank you for all you add to the class. Thank you.”
“Thanks Linda. Your effort is not going unnoticed. Thank
you for coming here today. Thank you.
That’s five different ways to pretty much express the same sentiment. Change it up
because it makes it more believable and sounds more sincere. And you really do mean it.
These people are your lifeblood.
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Knowing When to Quit
This one is small but so important. You might have an idea for an exercise and it’s just
not going right, nobody seems to be getting the workout, everyone is like, “Huh? What?”
If you feel this happening and you sense the energy going down, PULL THE PLUG on
the routine. Tell them you'll work on that next week and give them 3 laps. So know when
to recognize an exercise is junk so you can cut your losses and move on.
Correct on the Move
Only correct ones form when they are already doing the exercise. This prevents people
from standing around and resting. For example, when doing pushups tell Vaughn and
Shay this:
“All right, push-ups, ready set go! We're going to do push-ups. Okay. Good, good,
perfect. Now, Vaughn, when you get up make sure you come up with your feet wide.
Good, there you go! Come up with your feet wide. A little wider from you, too, Shay.
Excellent, push up. Come up with your feet wide. Good, you've got 10 more seconds. Ten,
nine, keep it going, eight, arch that back when you come up, six, five, arch that back, arch
that back, arch that back! Beautiful, beautiful! Okay, rest.”
Keep Up the Intensity
This one sounds obvious, but the technique works like a charm. To prevent your intensity
from dropping, pretend that after your workout an MTV producer comes over and says
“We were secretly videotaping you and
we are going to use this as an
advertisement for the entire world for
your boot camps. Do you feel like you
want to re-shoot this or are you okay
with your energy?” If the answer is
“Let's re-shoot it,” that's a good
indication that the energy wasn't
enough. So always pretend there's a
camera on you at all times. And yes,
this may cause your voice to be hoarse,
and you may be sweating, but at least
you know you gave it your all.
Smart Response to Smart Guys
When you're doing your boot camps a lot of the times you're going to be counting,
correcting and counting. And it's inevitably going to occur that a client tries to correct
your counting by saying “Hey, that's not 20, we did 30”. Don't worry about this; just use
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a comeback along the lines of “No, no, no, I’m only counting the good ones. You’re still
at 20.”
Remember their Names
As mentioned many times earlier in this manual, having that
connection with your clients is essential for your success.
And showing enthusiasm and appreciation can only be done
by calling someone by their first name. So make no excuses
and do whatever it takes to remember everyone's name. I
myself take Ginkgo Biloba first thing in the morning on an
empty stomach, though I have also had great success by
linking people to who they remind you of. So if for instance
Vaughn reminds you of Vin Diesel, make that connection
and his name will embed in your brain.
Make a Connection
Besides remembering their names, you can also forge connections through intelligent
body language. Here's how I connect with 2 people at once, in this case Vaughn and
Shay: I’ll point to Vaughn as I turn to Shay, and I’ll do another hand signal while still
pointing to Vaughn but I’m talking to Shay. Both of these people feel like I’m talking
directly to them even though I’m looking at Shay and pointing at Vaughn. Also
remember to make eye contact with everyone, and equally distribute your eye contact
throughout the group. This way they'll feel like they were the only ones there.
Little pump-ups
Use little pump-ups when you're talking to the group but addressing one person directly.
An example would be “Awesome job everybody. Let’s do this. We’re going to do this.
Hey Vaughn, you’re kicking ass today. This is one of your best workouts.” In that
example, I did it really quickly. I was talking to the group, but just gave Vaughn a little
prop (which can make all the difference in the world if you do it with everyone).
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The In-Class Testimonial
Another little pump-up you can do is when you pull someone in and
use their example. During a workout, you might say, “Shay, what kind
of results have you seen. How much weight have you lost?” Maybe
she says she’s lost 12 pounds and it’s only been a month. “Awesome
job,” you say. “Hey everyone, I just want to say one thing real quick.
Shay has already lost 12 pounds this month. Awesome job, Shay.
Okay, let’s work this and let’s work it hard!” Now Shay’s on Cloud 9.
She’s a leader, so everyone else is like, “Wow, if Shay’s doing it, I can
do it.”
Splitting the Group
Because your boot camps are going to be so popular, you're going to have times when 20,
40, 50 people show up at the same time. This is where you'll want to split the group. You
can’t have 40 people grabbing dumbbells and giving you 30 squat presses. So you have
20 do that and have the other 20 run to the end and back three times. Now you’ve got a
line of 20 people doing squat presses and 20 people running back and forth. When you’re
done, do jumping jacks until everyone finishes. Then have them switch roles. A lot of
these facilities have a running path, sort of like a parking lot that goes all the way around
the building. I’ll have half the group do a lap, and the other half will do burpee push-ups
or shoulders or whatever. And I’m going to time them on their lap so they’re running
hard, but I’m focusing on my group indoors doing the push-ups. When everyone gets
done with their lap, we switch out.
Combos to Make the Heart Grow Stronger
Especially now you're doing boot camps at gymnastic facilities you can use your
surroundings to come up with some crazy workout combinations. Here's one of my
favorites: Jump squats on one of those blue mats, then push that mat to the end of the
room, then pushups against the edge of the mat, and repeat. What also works wonders
(and is unique), is to pre-exhaust one side of their body first. So start with 'left butt
blasters', then lunge walk with left leg only, followed by a run around the building to
really make them feel it.
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Stay Vertical
As much as possible, never be horizontal, always be standing up. If
you want to demonstrate a chest press, don't get on the ground and
say, “Okay, we're going to do these.” Instead say, keep on your
feet and explain, “We're going to do chest presses right here.
We're going to have our palms inside.” Just stand up, it takes too
much time for you to get down on the floor while your clients are
waiting. So stay vertical.
Be a Cardio Fiend
One of the huge benefits of being in a boot camp is that you do cardio without being on a
boring treadmill. If you’re keeping the heart rate up, the client is getting double the
benefit. So always ask yourself: “Is everyone's heart rate up?" If you have them doing
something where their heart rate closes down a little bit, in-between exercises have them
do something to raise it back up. So in between butt blasters on the ground, raise their
heart rate through some high-knees or jogging.
Position Yourself as an Authority
The way I position myself as an authority is by using what I call 'Needless Corrections'. If
for example Vaughn is doing 20 squats, tell him:
“Come on, Vaughn, pump those things out. Bring your foot in
one inch, one inch, good, perfect, awesome, awesome! All
right, excellent, now bring that toe out like a half-centimeter,
the right toe, the right toe! Yeah, Dude, bring the right toe
out just a little bit, out, out, out a little bit, perfect! Go, go,
go! That’s excellent, excellent! Good, elbows up slightly.
Good. Nice job, nice job.”
Your clients don’t know that there’s no reason for such a
correction, and in fact they'll think even more highly of you
and position you as the Fitness authority to follow. So always
use needless corrections. If someone’s lunging:
“Bring that foot forward a little bit more. Perfect.”
If someone is doing presses:
“Elbows in slightly. Perfect.”
Another trick to establish yourself as an authority is to name stuff:
“I call this the right cheek butt blaster technique. Its brother is the left cheek butt blaster
technique.”
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“You know those sprinter lunges we did? Go ahead, take a big step. Take a big step.
Touch the ground. Lift the leg up.”
The only people that name things are the Experts. So go ahead and name things so your
perceived value only gets bigger and bigger.
It’s Their Diet, but They Don’t Know It Yet
Just like your clients may correct you on your counting of reps, you will inevitably also
encounter those who mention that they haven't lost any weight after 2 months of boot
camp. You and I both know it’s her diet, but you can’t say “It’s your diet,” because she’s
just going to say “No, I’m eating healthy.” So to get her to see the light, say this:
“That’s really interesting because these workouts are perfect. Let me ask you this: Can
you give me a breakdown of what and when you eat every day? Yesterday, what did you
eat?”
She will tell you what she ate, where after you follow up by saying:
“Okay, awesome. Stop right there. I saw five things that you’re doing that’s destroying
your metabolism and that’s preventing you from losing weight. I’m glad you told me that.
Here’s what I want you to do. For the next week, I want you to e-mail me everything you
eat, how much you eat, and the time you eat it, and we’re going to restructure your diet.
Nothing crazy, but I see a couple of slight changes we could do that will make a huge
difference with your body. I’m glad you told me about the way that you’re eating because
we can fix that.”
Saying this puts it all back on them, forcing them to take action to improve their situation.
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Nip Lethargy in the Butt
Sometimes for whatever reason you'll feel the energy just going down and you might
even notice people are not working their hardest. This is where you bring everyone in,
and have them jog in place while you say this:
"All right, hear me out while you're
doing your jumping jacks. Listen. I know
everybody here is hurting. I know every
single person here would rather be
doing something else at this very
moment. But let me tell you something.
The effort you give today is going to
affect you tomorrow. If you could just
kick it up a notch, if you can just make
an agreement with me to give your all, to
do it for people who can't do it, who
wish they were here, who maybe aren't
healthy enough to be here, could you just agree with me that for the rest of this workout
we're going to give 100 percent? Can you commit that you’re going to make this happen
on behalf of everyone who isn’t blessed the way that you are? Are you guys with me on
this?”
Just sometimes breaking it down and giving a little pump-up theme will get everyone
working.
Have a Dream
It’s etched in stone that we’re going to do praise and appreciation after each workout. But
once in awhile, you'll want to use this powerful theme right after you bring them in for a
second:
“Hey, I just want to tell everyone that I know what it's like to get up in the morning. I
know what it's like to make that commitment. Everybody here fought that feeling.
Everybody here found a way to come in. Everybody here made a commitment to get
better. And I appreciate every single one of you because I know what it takes to get down
here at 5:30. It makes me proud to be here with you. You guys have made my day and I
hope I've made your day, too. And I want to thank you, and I want to continue working
with you because it’s my goal to help you reach your goal. Thank you for being awesome.
Thank you for making this commitment to excel.”
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2.2 Nine critical mistakes to avoid like the plague
Never, ever, do any of this stuff…..
1 - Not Having Music
Fortunately, we have a great indoor model, and usually there
are built-in music systems. But even if you're outdoors, you
should have a boom box. Music is the international language
that everybody speaks as it inspires, agitates, and motivates
your clients.
2 - Stopping the Boot Camp to Plan What's Next
I've seen a lot of trainers stop their boot camp and go: “Um . .
. all right . . . Let's do . . . this now. Yeah. Let's do this. That's
it." You always want your clients to think that you planned
this workout all night long.
3 - Looking Like You're Thinking of What to Do
This goes hand-in-hand with number 4, and can easily be prevented through some preplanning. Always have a flowing workout and never look like you're just throwing some
exercises up in the air. You want your clients to think that you have these special and
secret combinations of exercises planned out that get faster results than any other method
known to man.
4 - Showing Up Late
Don't ever, ever, ever show up late… Ever.
I have three alarm clocks. One beside my bed, once that goes off first, my goal is to jump
up and turn off my other two alarm clocks before they go off. But if my first one fails,
five minutes later the alarm clock across the room goes off. Five minutes after that, the
alarm clock on my bathroom sink goes off. So literally, I have to get up to turn these
things off. Once I’m up, I’m right by the shower, and it's time to jump in and go.
5 - Not Taking Measurements
I wouldn't recommend using calipers and tape measurements as it takes way too much
time. So instead, get a scale with a body fat % indicator on it and track your clients
progress. Also, consider doing pushup, plank, and running tests where you count the
pushups and time them on a how long they can hold a plank and how long it took them to
run a certain distance. And then you're going to give them a bridge test to determine their
core strength. Finally, you’re going to take a picture. This ensures you cover all the bases
(physical appearance, body fat%, strength, and endurance).
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6 - Not Setting Goals
The WORST reason to get up in the morning is to train a boot camp because you have
clients. You definitely want to set (multiple) goal(s), even if they're way off in the future.
Then, link these goals all back to growing your boot camps. So now when you're teaching
your boot camps, not only will you be more motivated – you will also emanate more
energy as you are achieving your life's dream.
7 - Having Low Energy
Low energy might be one of the worst feelings ever, especially
when you have 30 to 50 people in front of you, and you are
struggling to get your energy up. Remember this: Your energy
is directly related to your goals. If what you're doing is bigger
than what it is, meaning if you're not just there to train clients
but you're there to achieve a lifelong dream, well, guess what?
Your energy is going to go through the roof. Bring it every day
like you mean it.
8 - Posers
People don't go to boot camps because they want to be in the military. They go because
they want to lose weight. I see a lot of people who have never been in the military all of a
sudden put on camouflage fatigues, sergeant hat, and some combat boots. To me this is
embarrassing, especially if you consider that that's not what people are there for. Your
average client prefers not to be yelled at, but rather pushed, encouraged, and motivated
.
9 - Not Taking Pictures
Before I started taking pictures I had so many clients that lost incredible amounts of
weight. They would be completely transformed, and I would just kick myself since I
couldn't get a before-after done. Pictures are very powerful for your marketing and
website since they show tremendous social proof. And this social proof is very necessary
to back up the outrageous claims in your marketing.
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Chapter 3
Your Conduct
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Before starting this chapter on how to have proper conduct, I HIGHLY recommend that
you read the book "How to Win Friends & Influence People" by Dale Carnegie. This
book alone will give you amazing communication skills to use with your clients. And of
course, as an instructor of the kick-butt boot camp that FBBC is, you are expected to act
as professional as possible. Like James Bond.
Be excited to see your clients.
Show them that you're grateful if you really want them to love you and your workouts.
The fact is, most people are stuck all day in a job they hate. Their entire day is filled with
boring coworkers and activities that are as exciting as a goldfish.
So when your client gets to see you… and you're totally STOKED to
see them, they will associate some major positive feelings to you, and
this in turn can help you big time with your referrals.
Thank them for coming in
Your clients took over an hour out of their day. Out of all the other
Personal Trainers/Boot Camps out there…they came to see YOU.
Because most people in society are bored nowadays, many of your clients may have
friends with negative attitudes. So if you counter this by showing ultimate gratitude for
them coming in, you'll be a rock start in their mind.
Listen to them.
Some trainers love talking about themselves. You probably see this all the time at your
local health club, and it usually bores the client to the max. Always remember that you
have 2 ears and 1 mouth…so listen twice, and talk once.
Call your clients by their name.
People love to be called by their name. In fact, it’s human nature that ones name is
considered to be one of the most important things a person has.
Sandwich your constructive criticism.
Let's say you have a client showing up late for the workouts.
And of course, at Fit Body Boot Camp we don't want anyone
showing up late as our service is too high of a value to be
neglected. Now instead of just telling your client to stop
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showing up late, sandwich it in. Show your disapproval by first mentioning something
positive (like how the client is doing awesome in the workouts)…followed by the
criticism (of how she has been showing up late for the workouts, and that you need
him/her on time to get the job done)…where after you end the comment with another
positive statement (like thanking her for being such a kick-butt client and how her waist
is getting smaller).
Don't criticize (negatively), condemn, or complain
You always want your clients to envision you as THE leader who is living a life where
everything just works out perfectly fine. And let's say you were literally sitting on top of
the world, you probably wouldn't find it worthwhile to spend energy on criticizing
something or somebody else.
That's why people with positive attitudes are so attractive. They exude abundance, they
live in their own reality where everyone else is a guest, and they know that things just
work out for them in life. So be that person, and never spend energy on criticizing others,
or complaining about unfortunate situations.
Because in reality, unless you are paralyzed from the neck down or you have a family
member who is terminally ill…you really have no problems at all.
Give recognition
If any of your clients are getting some insane results, or if they
brought in some referrals, then make sure to recognize them in
front of others. Well all love the sound of our first name, and if
your first name is mentioned in something positive, it naturally
makes us feel great (something you want all clients to experience).
See things for your clients' standpoint
Whatever problems or disputes you may have with your clients, always look at it from
their standpoint. Even if you know that you're right and they're wrong, still see why they
are having their argument and try to justify it by using simple logic. And if you really
have to tell a client that they're wrong, always start your sentence by saying something
like:
"Well Jill I fully understand the way you feel and I can definitely see where you're
coming from, but… and I could be totally wrong here – I often am… I am of the opinion
that …(making your point here)"
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Don't blame
This goes hand in hand with the "Don't criticize" tip. If you know somebody did you
wrong, try to not put the blame on them, Diffuse the blame onto something else, just if
anything to make them feel guilty.
In business you're going to have to have some uncomfortable confrontations, and the
most successful people are the ones who are willing to have the most uncomfortable
conversations, and sometimes you are going to have those.
Keep it Strictly Business
As a Boot Camp Instructor/Personal Trainer our career reputation is badly hurt by those
who act 'dirty' as in dating, or even just plain flirting with clients. As a FBBC Instructor I
know this is not you, but still – you must realize that you will be positioned as an alpha
character in front of many attractive women. And it's only natural that out of those
hundreds of clients… you may feel attracted to one of them.
This is where you'll need to shine. And do so by acting
in a non-needy way and always put your profession
above your silly desires. It's an unwritten law that the
Instructors who have a laser-like focus on their
business, and are not distracted by the next shiny object
in the corner… make the most money.
Make the workouts fun
Whatever you feel necessary to make this happen, just do it. Find your way of getting
people to laugh and create a good time for everyone. And this can be anything, you can
bring in props such as fake rats to put underneath your clients' towels, you can dress up
funny, chase your clients on a bicycle…whatever.
Be funny – make light of things
This may surprise you a bit… but the most successful trainers
(the ones making LOTS of money while working part-time
hours and have cult-like followings of clients)… are the ones
who don't take themselves too seriously and can see the humor
in anything. People love to workout with a funny boot camp
instructor.
All in all, become a MASTER in this. Go read "How to Win Friends & Influence People"
and not only use it in your boot camp, but also in your daily life. The rewards will be
TREMENDOUS!
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Chapter 4
How to Get More
Clients
25
As the trainer in your Fit Body Boot Camp, you're going to have a marketing genius in
the background supplying you with fresh new clients on a regular basis. Your primary
task will be to maintain these clients through the most intense, high-energy training
known to man.
However, this is not where your responsibilities end. Since you'll be whipping your
clients into shape practically overnight, it is only to be expected that you'll generate a
bunch of referrals.
And even with the most cutting-edge marketing techniques currently available, nothing
will ever beat referrals. See, with regular marketing to 'cold' prospects, there will always
be:
 The Filter barrier – Whether your prospect sees your material
 The Believability barrier – Whether they believe what you're saying
 The Trust barrier – Whether they trust you
 The Likeability barrier – Whether they like you and want to do business with you
 The Accountability barrier – Whether they follow through with their commitment
to call or join your program.
4.1
Plastic Gift Cards
But the beautiful thing with referrals is that you bypass all these barriers AND you create
a 'buzz' in the neighborhood. So to make this easy on you, you will be supplied with the
most simple, yet powerful tool that can single-handedly drive massive traffic to your
place: The Plastic Gift Card.
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We have flyers, business cards, and postcards offering free sessions – yet their perceived
value is nothing, because they're all paper.
But with Plastic Gift Cards it's a different story… see, we're conditioned to think these
plastic cards with a magnetic strip are loaded with money. Therefore, using this for your
boot camp gives you a major powerful tool that makes it much easier for your clients to
bring in referrals.
So when you hand these to people as a referral tool, emphasize they are really worth $100
(which is true because if a client gets a referral, she gets half off next month, which
equals $100). Here's a script to hand out my cards at the end of a workout:
“Hey everybody, bring it in. I just want to tell you something. You all know how we have
that special referral recognition system, where every time you refer a friend in, you get
half off your next month of boot camp? Well, I have these little plastic cards that a couple
other boot camps are using and getting just tremendous referrals and their clients are
getting two free months, three free months, six free months because of so many referrals.
And this card is really powerful, because it looks like a credit card. It looks like a gift
card loaded with money, but it's really just a plastic card that I'm going to give to you
instead of giving you flyers for you to give to your friends.
“Now, you can tell your friends, ‘I got this for you,’ and that's going to almost imply, ‘I
bought this for you,’ even though you're not quite saying, ‘I bought this for you.’
“And because you did that, they're going to feel really compelled to use it, because you
just spent $100 dollars, which is what this gift card is worth for their fitness. Because of
that, you're going to have a high percentage of your friends coming in and signing up for
the two-week trial. They're going to absolutely love it, and they're going to stay on board,
and when they come in and sign up for that two-week trial, you are going to get half off
your next month. Just think, if you refer six friends, you get three months of free boot
camp. So I'm going to be at the back, and I'm going to hand these out, and any time that
you need more, you let me know. I've got thousands of them, and I can't wait to help all
your friends get in shape and give you lots of free months of boot camp.”
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4.2
Calling/Txting your clients at work
Sending your clients out and arming them with Plastic Gift Cards is one step, the other
will be to remind them on your boot camp and keep the relationship warm & fuzzy with
them. All in all, they're paying $197/month for a lifestyle change…not just some
workouts in the morning.
So the best way to do this is stay in touch with them through phone/txt/emails. The cool
thing is that if you do this right, you may end up getting referrals from it. Most referrals
from your clients will be their coworkers that they've told about boot camp while they
were at work. So what I do is I don't even ask them for referrals, I just call them at work
and pump them up. I'll say:
“Mrs. Jones, I just want to tell you that you are one of my favorite people. I see so much
progress with you, and I can tell that you're just working your butt off, and you bring
such good energy, and I know even when you're tired, you push it hard, and I just want
you to know that I recognize you for that and that you inspire me, and you inspire
everyone around me, and I wish I had about five more people just like you. Mrs. Jones, I
appreciate you and thank you so much for being in my program. You're one of those
people I always look forward to seeing.”
Now, Mrs. Jones is sitting at her desk bursting with joy. So much that she has to get up
and tell someone all about your boot camp. And since she's at work her coworkers will
hear her going: "Oh, my God. My trainer's the best. He just called me”. The cool part
about this method is that you never even asked for referrals.
4.3
Referral Snowball Method
Like we discussed in the paragraph above, you'll have all your clients on your mailing list
(talk to your business partner about setting this up). And another GREAT way to get
referrals without asking for it, is to mention at the bottom of your emails how thankful
you are to those clients who have referred you new people. So you would have your
regular email ended by something like:
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"Just wanted to say THANK YOU to Jessica and
Andrea for referring me 2 people last month, you
guys are getting the entire next month of boot
camp for FREE. Also, special note to Julie:
Thanks so much for bringing in Dennis last week
– he's a really cool dude, it's going to be fun
having him! You'll get half off your next month of
boot camp!"
Now the people reading this who have NOT referred you anyone yet will realize that
referring people is easy, it will bring their friends into their workout, and that it can save
a bunch of $ as well. Really, let your clients know that they can train for free just by
referring 2 sign-ups per month (which is easy if you use your magic plastic gift cards).
4.4 Referral Mind Control Method
This one differs from the above in that you will be asking for referrals. Or, I should
rephrase, you'll be programming your clients from day1 to refer their friends to you.
This method is built upon certain neural connections that are made when you first meet
someone. It all starts when your new client is signing the contract for her boot camp
membership (which will be discussed in the next chapter) and you say:
"Mrs. Jones, 90% of my clients come from personal referrals. So make this agreement
with me. As I help you achieve your goals, I can also count on you to refer one, two or
three of your friends to me so that I can achieve my goals, too. Fair enough?”
Where after you shake her hand and touch her shoulder at the same
time. This causes 2 physical neural connections. What this means is
that Mrs. Jones' brain will now intertwine the boot camp experience
with her agreement to refer you people. Also, because of all these
anchors that you use, like shaking her hand and touching her
shoulder, every time you touch her shoulder and say “Mrs. Jones,
who do you plan on bringing in this month?” it will bring her right
back to the time she made that agreement with you, and you're going
to put her into a referral mind control mode.
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Chapter 5
Signing People Up
30
The bottom line is making sure someone signs on the bottom line. All the marketing and
boot camp preparations in the world won't mean a thing if you can't get people to sign up
and give you their credit card information. And although we're not talking thousand
dollar investments here for private Personal Training (ugh)…it will definitely help to use
Fit Body's ninja closing tactics so every 'free trial' turns into a lifetime client.
5.1
Online sign-ups
The best way to have people sign up is through the website.
When this happens, your marketing partner will notify you
on when this client will be showing up to start their trial, or
try out the boot camp. Upon meeting them, have them fill
out the blank contract, and sign the auto-debit agreement
without them having to give you their credit card info
again. Just make sure everything else is filled out so that all
is ready to start billing once the trial is over.
5.2
Offline sign-ups
Things get a little trickier when someone drops in who has not signed up online yet. You
will use the same agreement, but ask for their credit card information after the workout.
People are always skeptical to give out their credit card information, and you'll find that
to be the hardest part to extract from your prospects. And this is where if you do not have
a mindset of abundance, you may scare your prospect away. You must ask for their credit
card info with total confidence. All in all, you fully deserve it and you expect nothing less
than full co-operation from your prospect in this area. Here's a script to use for the offline
sign-up process...
When Mrs. Jones comes in, greet her and give tons of appreciation:
“Hey, Mrs. Jones, thank you so much for coming in. I was really looking
forward to seeing you.”
Ask Mrs. Jones what her goals are:
"Mrs. Jones, tell me a little bit about yourself. What are your goals?
What would you like to accomplish?”
Then, give Mrs. Jones The Speech:.
“Now, Mrs. Jones, I know a lot of people get a little bit nervous before the boot camp just
because it's different, and no matter what shape you're in, whether you're an Olympic
athlete or you're a beginner that's never worked out in your life, the first workout's
always more difficult, because you're a little tense because it's a new environment. So you
get tired faster. Well, I just wanted you to know, Mrs. Jones, that I am fully aware of that,
and I want you to relax and know that any time you need to take a break, go ahead and
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take a break. If you need to drink some water, drink some water, and if you need me to
modify something for you, I will do that. I'm here for you, and we're going to have fun
and work hard and get you one day closer to your goal. Fair enough, Mrs. Jones?”
“Yeah.”
“Don't you feel better now?”
“Yes, I do.”
Have Mrs. Jones fill out the entire contract except for the credit card information. Then
after the workout you take Mrs. Jones into a secluded space and say:
“Mrs. Jones, how are you feeling? How did you like that workout?”
"I loved it.”
"Excellent! Now, do you think this is exactly what could get you to your goal of (GOAL)
in the fastest time possible?”
“Yes.”
“Mrs. Jones, I had so much fun with you today. What day are you coming next? What's
going to be your schedule?”
“I'm going to come back on Wednesday.”
"Oh great! Glad to hear you're starting the two-week trial. Here. All I need you to do is
fill out this section with your credit card, and the two-week trial will begin, and if for any
reason this doesn't work for you within that first two weeks, just let me know, and we will
go ahead and cancel it. Nothing will happen for two weeks. Here's a pen.”
IMPORTANT: Make sure you hand Mrs. Jones the pen and point
to where she has to fill it out. Then you mention that you'll be
right back, you're going to get some water, and leave the area.
This leaves her with the pen in her hand, and she's obviously got
to do something with it, and that's going to be to fill out the
credit card info. Plus, you don't want to hang around so she can
ask a bunch of questions (which in this case may be obstacles).
Then once you have her info (make sure you can read it before she leaves), notify your
marketing partner how everything went. It usually works best if you have a certain day of
the week where you exchange all paperwork with your partner. She will then enter all the
info into the EFT program so that Mrs. Jones' payment will be processed once her trial is
over.
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5.3
Rapid Fat Loss Program
Of course we all want as many clients to just drop in and get on the EFT auto-billing the
next day. However, this can tend to be short-sighted as with a boot camp you are going
to need to win their trust first before they commit to a 12-month program.
The earlier mentioned way of getting them in with Plastic Gift Cards is great, and besides
this you can also offer 1 or 2 week free trials to have the client 'see for themselves' if it's
something they want to go for. Usually you'll have arrangements set up with your
Marketing Wizard to see which offer received the best feedback in your area.
One killer way to get people in the door AND get paid in the same time, is by offering the
'Rapid Fat Loss' program. This is where you offer 21 days of Boot Camp access
combined with a specialized meal plan, and package it as a 'special program'.
Whenever someone doesn't sign up with you it's usually because they are:
- scared to commit to a long-term program
- skeptical about the price
The '21 Day Rapid Fat Loss Program' evades these
obstacles as it's a short-term program for only $97 that
promises amazing results. And obviously the coolest thing
is that if the client sticks with it for 21 days, in that time
you will have won his/her trust – usually enough to get
started on a regular program.
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Here's how you do it: After the Rapid Fat Loss prospect finishes her workout you go over
the program with her and mention that she can get an additional 7 days for free. The only
condition is that she enters her info and signs the agreement that states she will be
entering a regular membership after the 28 days are over. Also mention that there is a nohassle cancellation policy, so if after 27 days she still doesn't feel like entering a regular
membership – she'll be able to cancel at anytime. And even before she can start bringing
up objections, show her how she can earn months of free boot camp by referring people
through your Plastic Gift Cards.
Whichever road you take, always keep in mind to never give them days of free boot camp
with no reason. What I mean by this is that you must know exactly when a trial period is
due to end, and which clients have already paid. If not, the client will get a sense that
you're not taking your service seriously as the client has not been asked for a form of
payment yet (most people don't appreciate stuff that's handed to them free for no reason).
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Chapter 6
Accidents
35
As with any other training job, your clients are at the risk of injuring themselves in the
boot camp activities. Therefore it is crucial to have all clients sign the 1st sheet of the
contract (which covers the liability) before they start the workout.
Of course you are CPR certified, and as a Fitness Professional you should know how to
react in the event of an emergency. However, if someone gets hurt in your boot camp,
always remember the first rule of first aid which states that "if you don’t know how to
give it, don’t try to." You may do more harm than good.
In the case of an injury, sometimes knowing what NOT to do is just as important as
knowing what to do. For instance, don’t try to move an injured person unless you are sure
that moving him will not worsen the injury. Improper moving can increase the severity of
an injury, in the case of a fracture or broken bone it’s usually best to let the victim lie
where he is until competent help arrives.
If you are on the scene of a serious accident and there is no first aid at the scene, use the
following steps to take control of the situation until qualified help arrives:
1. In all cases requiring emergency medical treatment, immediately call to request
emergency medical assistance.
2. Don’t move the victim unless absolutely necessary.
3. Keep the victim on his/her back or side.
4. Restore breathing.
5. Stop bleeding.
6. Treat for shock.
Once the client is stabilized, fill out an accident report that is supplied by the facility, and
send it both to the facility owner and your business partner.
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