There was a time where the only coaching available to someone wanting to improve their strength and fitness was in a brick and mortar facility. Over the last number of years there’s been a push for online offerings and coaches are stepping into the opportunity with gusto.
For coaches that are new to online coaching, or, if they’re looking to expand – it can be difficult to know where to start. Thankfully, the folks over at Fitr (remote coaching software that powers HWPO, Underdogs and others) have done the legwork to give coaches a head start by compiling their data to provide insights into how their platform is being used and what’s most in demand from clients.
WHAT TYPE OF FITNESS PROGRAMMING IS THE MOST POPULAR?
Fitr allows you to choose between 4 program types:
- Fixed Length – a program with a fixed duration, sold for a one-off payment.
- Custom – bespoke programming to individuals on a monthly subscription.
- Group Rolling Calendar – a single program for multiple clients to follow at the same time.
- Session 1, Day 1 – a single program where all clients start from the first day.
Coaches using Fitr have created more Custom Programs than any other type, they account for over 60% of all programs created on Fitr’s system. However, “Group Rolling Calendar” and “Fixed Length” programs have had far more purchases contribute to over 75% of the total revenue generated by coaches through the system.
HOW MUCH SHOULD YOU CHARGE FOR YOUR ONLINE TRAINING PROGRAMS?
Every Coach has a unique selling point, and you are best positioned to know the value that your service commands. However, Fitr have gathered their data to give you a guide based on the average prices they see from coaches.
Fixed Programs sell for an average price of $55.
30% of clients that download a Fixed Program go on to sign up for another program – so it’s a great way to get new customers on board and encourage repeat custom.
Custom Programs command a higher value per subscription, probably because they tend to be more personalized for each individual client.
On average Custom Programs on Fitr are sold at around $105 per month, within a range of $36 -$240 per month.
Group Rolling Calendar/Session 1 Day 1 programs offer the functionality to program on a bigger scale, earning coaches an average of $42 per client per month. Whilst this monthly subscription is less than Custom Programming, coaches are able to deliver programming to many people and reach larger audiences with Group Rolling Calendar and Session 1, Day 1 programs. Combined they have contributed to 66% of program purchases on the platform, compared to 8% for Custom Programs and 25% for Fixed Length Programs.
To date Fitness Professionals using Fitr have collectively earned $12 million by remotely coaching their clients.
HOW LONG DO CLIENTS STAY SUBSCRIBED TO ONLINE TRAINING PROGRAMS?
The average time people remain on a subscription program with a Fitr Coach is four months. However, 27% of clients stay for over five months, with the longest subscription lasting 46 months. The best way to keep your clients for longer is to ensure they see positive results from following your program. But, Fitr Coaches also have many tools within the app to keep their clients engaged, such as using Fitr’s Benchmark feature to track results over time or running Daily Leaderboards and Challenges.
WHAT TO CONSIDER WHEN CREATING YOUR ONLINE TRAINING PROGRAMS
Custom programming provides a natural progression from in-person training to online as it follows the same principles of creating bespoke training programs for each client. However, if you want to scale your business and save time, you should consider Group Rolling Calendar and Session 1, Day 1 program types. While these two program types average lower value per subscription, they allow you to sell a single program to multiple clients and automate personalization based on individual client performances.
Fixed Length programs are a great way to introduce new clients to your training, but also act as a great source of ongoing revenue for little additional work. Once you’ve created that winning 12 week fixed program you can sell it time and time again.
So, when you’re planning your online programming Fitr recommends that you consider a mixed approach to your product offering. Combining the four types of programs Fitr offers will give your clients the option to find a program that suits their budget and needs and offer you the opportunity to scale up and build your online platform and income.
