In this series we’ve spoken about how the true product a fitness business is selling isn’t exercise, or even the result of exercise (and the pain points it removes), but an experience.

The experience is the sum total of contact and interaction with you and your business. Your product isn’t just about what you do for them, or even about how you help them. Your product is about how you make people feel.

Within this overall experience, or what we can call the ‘Macro Product’, we can have multiple ‘Micro Products’. One of the most important micro-product (so important that many people incorrectly perceive it as their macro product) is the exercise experience your clients have with you business.

This refers purely to the class, small group session, Personal Training session, or any other iteration of ‘in-person’ exercise prescription that your business offers. It doesn’t include the other interactions your client has with the business, be them in-person or remotely.

We’re talking just about the exercise micro-product.

The exercise product is perfect for systemisation. It’s an example of an experience that you can design and engineer to deliver massive amounts of value, and impactful ‘moments’ for your clients.

There are actually two systems we work with Range of Motion Business Mentoring clients to create.

The first system is for your clients. Think of this flow like the process you’d go through when choosing your meal at a Subway restaurant. You begin by choosing the bread, then the cheese, then the filling, the salads, then condiments – and of course the cookie! The system is well understood – and signage on the wall actually guides the customer through the process.

In the fitness space, this process may involve a general warm up before a class, a workout briefing, then a specific warm-up with the class including technique correction and movement tuition, the workout itself, a cool down, then post- exercise nutrition.

For the client, this is all the detail they need. It gives a predictable flow through the micro-experience that is an exercise class, and lays the expectations.

The second system is much more detailed and in-depth. It’s the system for your staff (or yourself). Detail here is key, because it allows us to engineer the experience to optimise the value we’re providing.

Begin by identifying the key elements in this exercise session. These will be unique to the business, and the exercise service you provide. As with most systems, this is best created chronologically. The question to ask yourself, is ‘what’s the perfect class/PT session etc our clients could experience?’. Write down all elements of this perfect session. That’s your micro-product.

At Range of Motion, we’ve had a lot of success with combining this system with a report card for our staff. This doesn’t exist as a way for ‘the boss’ to test the staff, but rather, a way for the staff to check and gauge their own progress, and identify areas that need to be worked on. It’s also a useful tool as part of a professional development syllabus to run role plays to improve the quality of service.

At Range of Motion, we separate this system/report card into four areas:

• Pre- Training.
• During Training.
• Post- Training.
• X- Factor.

We also include a further two areas, ‘outside the session when the client is at the exercise facility’, and ‘outside the session when the client isn’t at the facility’, but since these are not part of this particular micro-product, we won’t cover them here.

Within each of the four areas, Pre- Training, During Training, Post- Training and X- Factor, we have a series of boxes that have to be checked. We can then (self) rate staff performance on a scale of 1-10 for each box. In total, there are 32 items we want to tick off for each exercise session.

Again, these are unique to the business, and will be different for each fitness business, but for Range of Motion, our report card includes the following:

Pre- training:
1. Ask client how they are, and mean it. Listen actively to their reply.
2. Ask client how their training/health has gone since you last saw them.
3. Client has done pre- exercise routine.
4. Circle columns on pre-/post- card.
5. Discuss session intent (why doing that session and how it relates to their goals).
6. Discuss session strategy.
7. Discuss goals for the session.
8. Set expectations and quality criteria for movements in the upcoming session. Practice movements.

During training:
9. Work around injuries/limitations/sickness.
10. Provide motivation, positive encouragement and feedback to client.
11. Celebrating accomplishments, ring bell, write on achievement board.
12. Count reps and keep time.
13. Hold client to high standards of movement as defined by quality criteria.

Post- training:
14. Debrief with the main lessons and take-aways.
15. Circle movement faults on pre-/post- card and explain each.
16. Do at least one post- exercise movement with client.
17. Decide on the next session client will do with you.
18. Decide on the next session client will do on their own.
19. Give homework, or something to focus on in the future.
20. Client does post- exercise routine.

X Factor:
21. Treat client how you’d like to be treated if you were in their shoes.
22. Have a conversation about the client’s life that doesn’t involve training.
23. Manage your time well.
24. Keep the client safe.
25. Introduce your client to anyone they don’t know in the room.
26. Teach your client something.
27. Improve your client’s day. They leave happier than when they arrived.
28. Discuss sleep, nutrition, mental state or some other non-exercise health factor.
29. Coach someone not in your direct session.
30. Create a special moment.
31. Did the coach (you) enjoy the session?
32. Is your client improving? Has your client improved in the last month?

Again, these are only an example, and tie in with other systems within the Range of Motion model.

Systemising the micro-product of the client’s exercise with you is a vital way to ensure you service you’re providing consistently delivers value to your clients. In the end, it’s just one part of the experience you’re delivering to your clients. Optimise every small part of this experience, every micro-product, to ensure the entire client journey is everything your clients need it to be, and much more.