Build an At-Home Fitness Empire
How to build your at-home fitness empire by leveraging your IG success!
We already know the benefits of breaking free from the studio model and striking out on your own: the fruits of your labors belong entirely to you. But unless you’re already a sales and marketing whiz, the scariest part of leaving behind a big-brand gym or studio is taking on the responsibility of getting new students in the (virtual) door. Once you do unlock a following and flow of a personal sales and marketing system, all of the revenue flows directly to you.
What we’ve heard from instructors who have already established a successful virtual class system is that a smart social approach is key, as well as a few other notable recommendations.
We caught up with some of the first instructors to use Recess, to understand how they are tapping social and driving their community to a digital platform. Here is what they have to share.
Michael Dean, New York
When did you first move to virtual classes?
“I moved to virtual classes only at the start of the COVID-19 pandemic. I originally started the classes as a free way to motivate my followers to continue to exercise even during a global lockdown. I am always using my social media platforms to reach as many people as possible.” Michael has amassed a following of over 400k over the last few years, which goes to show that sticking to building social over time really does work!
Do you feel you’ve successfully converted your social followers to students?
I feel that I could be doing a much better job of converting followers to clients. I think that as I begin to use Recess as a way to teach my followers for free I will be able to convert them to paying clients in my group classes… I have a few ideas in the works.
What tips would you share for new instructors and instructors new to virtual classes to develop their own following on the Recess platform and on social more generally?
If you are a new instructor I would suggest that you go overboard in demonstrating and explaining exercises- most people who join my classes have very little fitness knowledge and always appreciate me going above and beyond to teach them new things.
Buddy Machua, Los Angeles
When did you first move to virtual classes?
I moved the second week we closed Equinox Los Angeles. I had a few people ask me if I would do online classes. I thought, sure! Thank goodness they asked because I wasn’t sure if people would like it. Like anything, you get better the more you do it! Setting up your space, music, lighting and how you’re teaching all gets better and you learn what works and what doesn’t! I’ve been paying attention to my online presence the last 2 years. I’ve been building it slowly. When we closed, I knew I had an audience!
Was your focus for social on developing a community of people who had taken your irl classes or developing a new, totally virtual community? In the beginning, it was focusing on getting my followers to take my class. Over the last few months, it’s been referrals from my students. I’ve had students tell me that their entire team started taking my class and even talk to each other about which classes they are going to take during the week! It’s a good feeling!
How we conduct business today is a lot different than a year ago. People aren’t able to go to the gym or take a class with a room full of people. Online classes give them an alternative that I think helps them stay active. It’s changing rapidly and I think people are embracing online classes more than they thought they would.
What tips would you share for new instructors and instructors new to virtual classes to develop their own following on the Recess platform and on social more generally?
To build your online business, you’ve got to start with your base. Be consistent with your posts and make sure you are staying on brand with who you are. On top of this, you’re going to have to do a few free or donation-based classes during the week to get people following you. Then, throw in some Recess classes where you do something different or offer more than your other classes. This is what makes them special and why they need to join the Recess platform. The biggest thing is consistency.
Vanessa Wilkins, San Francisco
Do you feel you’ve successfully converted your social followers to students?
Yes. It’s a never-ending process — It is about being consistent and putting yourself out there. This is not about JUST teaching a class anymore. You can not simply show up and be fabulous. The instructors who do well playing this virtual game think of themselves as a brand and move as a business. As soon as you can flip that switch, Virtual classes and engagement will grow!
What tips would you share for new instructors and instructors new to virtual classes to develop their own following on the Recess platform and on social more generally?
Collect emails. Engage your audience and think like a CEO.
If you’d like to follow the virtual journeys of these instructors, you can find Michael on Recess at https://werecess.tv/@MichaelDean, Buddy on Recess at https://werecess.tv/@buddymademedoit, and Vanessa on Recess at https://werecess.tv/@VanessaWilkins
