800-340-7011 Price List Print Daily Journal Reference Manual Cook Book Apparel Active Wear Tote Bags Software Add Usages CD 10-Pack Supplements Daily Fat-Loss Muscle Gain Specialty Skin Care Green Tea Kits Body Basic Body Smart Starter Kit Marketing Mktg Manual   Info Portfolio Template Designs Tutorials - Online Rumor Control About Us

It's all about marketing.  The MediCorp PNT Marketing Manual 2008 is the most comprehensive "how-to" manual for clubs, personal trainers and fitness professionals who choose to enhance their businesses through a weight-management educational course -- one that included nutrition and exercise.

We, in the fitness industry, have developed (almost by accident)  the only credible, long-term, protocol for weight-management.

That's because as fitness professionals we base our programming on pure physiological fact:  Long-term weight management must include the 3P's:

• Productive exercise 
• Proper nutrition
• Positive motivation

Yet, to this day, the industry has not taken full advantage of our expertise in this area.  Why?
 

Marketing --  (or lack of it).

Our industry simply hasn't marketed itself.  At MediCorp PNT, we realized  that if the industry voices such as IHRSA, IDEA, AFAA, ACE, Fitness Management, Club Industry, etc. were not going to conduct public outreach information programs -- well, then, it would be up to you, the individual personal trainer, club owner and health professional to market your expertise in weight-management programming.  

Hence, this Manual.

The MediCorp PNT Marketing Manual - "How to Effectively Market & Sell Weight Management in a Fitness Environment" - is the most comprehensive "how-to" guide available for those who wish to successfully operate a weight-management course.   

To your continued Success! - Art Rothafel

The $12 Billion Disconnect!
an article by Art Rothafel

The research is clear.  Based on primary marketing research studies as well as secondary studies from other marketing research organizations - there is a huge chasm between "consumer demand" and "service offerings" within our industry. 

For 20 years the fitness industry has been slow to recognize, much less leverage, the opportunities associated with weight-management.  This is astonishing considering the following:

Assumptions:

• The #1 reason men and women join a club or hire a trainer is to “lose weight.”  (All studies agree on this point - regardless of how the question is asked, people want to "change" their bodies... and that almost always means a DECREASE in body size, body weight, body fat, etc.)

• The fitness industry offers the only viable set of protocols for successful, long-term weight-management (proper nutrition, productive exercise and positive motivation).  The industry is in general consensus regarding physiological protocol.

• All other quick-fix, restricted calorie programs, pills and other “magic theories” offered by commercial weight-loss centers are not based on basic human physiology and are, therefore, faulty in design and inevitably fail.

In summary: 

• There is overwhelming consumer demand for weight-management in the fitness environment. 

• Fitness professionals are, by far, the most qualified to help consumers attain long-term, weight-management goals and subsequent lifestyle through proper nutrition, productive exercise and positive motivation.

• Despite the obvious match of consumer demand and service offerings, the fitness industry has failed to "connect" with consumers and capitalize on the potential revenue.  It is a $12 billion disconnect.  It begs the question, why?

Industry Culture

• With the exception of 3 or 4 major players, the fitness industry is deeply fragmented -- from multi-purpose clubs to circuit training facilities to day spas to training studios to mobile fitness, etc.  It is a “mom and pop” industry.  As a result, the fitness industry sends thousands of mixed messages to the general public.  There is no cohesiveness of message such as the campaign put forth by the American Dairy Association: “Got Milk?”

• The fitness industry is a low-margin “sales-driven” industry focused on selling memberships.  It is not a “marketing-driven” business focused on developing brand or defining its purpose.

• Most fitness professionals view weight-management as an added service, not a core business despite obvious consumer demand revealed in marketing research.

• Fitness industry trade associations and trade publications dedicate less than 1% of editorial space addressing weight-management operations and/or opportunities.

• Fitness professionals overwhelmingly believe nutritional guidance is outside their "scope of practice."  It is not.

Advantages:
 

• Clubs, Trainers and other fitness professionals who view, sell and promote weight-management as a core business will be able to effectively differentiate themselves from the competition.

• Clubs and trainers promoting weight-management gain a strategic advantage through "outreach" communications activities including advertising, public relations, seminars, etc. as it is a "topic of interest" to the mainstream public.