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Index
Cover
Copyright
Contents
Start Your Own Personal Training Business: Your Step-by-Step Guide to Success Fourth Edition
Title Page
Preface
Chapter 1: Introduction to Personal Training
What Do Personal Trainers Do?
Meet the Experts
Who Is Your Market?
Is This Business for You?
Credibility and Credentials
Continuing Education
Chapter 2: Designing Your Business
Business Plan Elements
To Market, to Market
The Competitor You Can’t See
Committed Long Term
The Industry’s Showcase
Selling Related Products
Establishing Policies and Procedures
Cancellation Policy
Late Policy
Think About the Unthinkable
Are You Liable?
Are You on a Mission?
Chapter 3: Structuring Your Business
Business Structure
Business Insurance
Licenses and Permits
Professional Advisors
What’s in a Name?
Chapter 4: Locating and Setting Up Your Business
Independence or Autonomy?
Recreation and Community Centers
Home Gyms
Personal Training Studios and Private Gyms
Mobile Gym Units
The Great Outdoors
Commercial Facilities
Chapter 5: Operating Online
Setting Up Your Website
Getting Outside Help
Computer-Based Training Tools
Email Dos and Don’ts
Boosting Traffic
Website Disclaimer
Chapter 6: Create a Social Media Presence in 19 Baby Steps
Making Use of Heavy Traffic Sites
Where’s My Tribe?
Baby Steps
Words Are Hooks
How Are the Pros Using Social Media?
Good Habits Die Hard
Building Relationships Takes Time
Chapter 7: Setting Yourself Apart
Trends
Zumba
Destination Venues
Group Training
TRX
Yoga, Stretching Arts, and Preventative Therapy
Baby Boomer Fitness
Wellness Coaching
Functional Training
At the Core
Choosing a Niche
Consider Your Strengths and Likes
Chapter 8: Startup Expenses and Financing
Sources of Startup Funds
Equipping Your Business
Telecommunications
Office Supplies
Exercise Equipment
Vehicle
Adding It All Up
Chapter 9: Staffing Your Business
Where to Look
Evaluating Applicants
Once They’re on Board
Paying Your Employees
Employee Benefits
Employees or Independent Contractors?
Noncompete and Confidentiality Agreements
Chapter 10: Building Client Relationships
The Initial Consultation
As the Boss
Critical Documents
Informed Consent, Release, and Assumption of Risk
Physician Consent/Clearance
Fitness Assessment
Client Records
Keeping Your Clients Motivated
Clients as Allies
Can Clients Reach You?
Chapter 11: Advertising and Marketing
Marketing 101
Getting the Word Out
Direct Mail
Collateral Materials
The Real Gold Mine
Medical Referral Programs
Ideas for Promoting Your Business
Is It Newsworthy?
Give It Away
Selling Your Business
Be Prepared
Assessing Your Results
Chapter 12: Fiscal Fitness
Pricing Your Services
Payment Methods
Accepting Credit and Debit Cards
Setting Credit Policies
Billing
Keeping Records
Ask Before You Need
Chapter 13: Tales from the Trenches
Know What Your Clients Know
Sleep Research Is Hot Right Now!
Stay Flexible
Assign Homework
Pick Up After Your Clients
Invest in Education
You Are Not Your Client
Maintain a Client Base
Don’t Throw It Away
Decide How Much You’re Willing to Work
Be Your Own Advertisement
Advantages to Staying in Shape as a Trainer
Give Gifts That Come Back to You
Mentorship from Seasoned Experts
Appendix: Personal Training Resources
Consultants and Other Experts
Credit Card and Other Payment Processing Services
Equipment, Supplies, and Services
Fitness Organizations
Health-Related Associations and Government Agencies
Magazines, Books, and Other Publications
Miscellaneous Resources
Software and Web-Based Tools and Services
Successful Personal Trainers
Useful Websites
Glossary
Index
Start Your Own Business
Title Page
On Your Mark . . .
Part 1: Think
Chapter 1: Introduction
Chapter 2: Taking the Plunge: Get Ready to Be an Entrepreneur
Chapter 3: Good Idea!: How to Get an Idea for Your Business
Chapter 4: Good Timing: Should You Launch Your Business Part or Full Time?
Chapter 5: Build It or Buy It?: Starting a Business vs. Buying One
Part 2: Plan
Chapter 6: Choose Your Target: Defining Your Market
Chapter 7: If You Build It, Will They Come?: Conducting Market Research
Chapter 8: The Name Game: Naming Your Business
Chapter 9: Make It Legal: Choosing a Business Structure
Chapter 10: Plan of Attack: Creating a Winning Business Plan
Chapter 11: Call in the Pros: Hiring a Lawyer and an Accountant
Part 3: Fund
Chapter 12: All in the Family: Financing Starts with Yourself and Friends and Relatives
Chapter 13: Nothing Ventured, Nothing Gained: How to Find and Attract Investors
Chapter 14: Looking for Loans: The Ins and Outs of Debt Financing
Chapter 15: Fed Funds: How to Get Government Loans
Get Set
Part 4: Prepare
Chapter 16: What’s Your Deal?: Negotiating Successfully by Cliff Ennico
Chapter 17: Site Seeking: Choosing a Location for Your Business
Chapter 18: Looking Good: Creating a Professional Image
Chapter 19: Stock Answers: The Lowdown on Inventory
Chapter 20: It’s in the Mail: Setting Up Mailing Systems
Chapter 21: Charging Ahead: Offering Your Customers Credit
Chapter 22: Cover Your Assets: Getting Business Insurance
Chapter 23: Staff Smarts: Hiring Employees
Chapter 24: Perk Up: Setting Employee Policies and Benefits
Part 5: Buy
Chapter 25: Buyer’s Guide: Business Equipment Basics
Chapter 26: Business 24/7: Using Technology to Boost Your Productivity
Chapter 27: Net Works: Building Your Company Website
Chapter 28: Keep in Touch: Using Technology to Stay Connected
Go
Part 6: Market
Chapter 29: Brand Aid: Building a Brand
Chapter 30: Marketing Genius: Advertising and Marketing Your Business
Chapter 31: Talking Points: How to Promote Your Business
Chapter 32: Sell It!: Effective Selling Techniques
Chapter 33: Now Serving: Offering Superior Customer Service
Part 7: Engage
Chapter 34: Net Sales: Online Advertising and Marketing
Chapter 35: Social Studies: Social Media Marketing
Chapter 36: Can You Relate?: Social Media Networking
Part 8: Profit
Chapter 37: Keeping Score: The Basics of Bookkeeping by J. Tol Broome Jr.
Chapter 38: Making a Statement: How to Create Financial Statements by J. Tol Broome Jr.
Chapter 39: On the Money: Effectively Managing Your Finances by J. Tol Broome Jr.
Chapter 40: Pay Day: How to Pay Yourself
Chapter 41: Tax Talk: What You Need to Know About Your Taxes by Joan Szabo
Appendix: Business and Government Resources
Glossary
Index
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