OUR ANNUAL
COMPANIES
ISSUE! PROFILES OF LEADING INDUSTRY SOLUTION PROVIDERS
LETTER FROM THE EDITOR Lindsay Vastola
lindsay@rbpub.com
TABLE OF CONTENTS
An overlooked competitive edge
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ndependent fitness professionals and studio owners are facing the increasing challenge of staying relevant in a market where, not so long ago, there was little-to-no competition. While you may not consider yourself in the same category as these players, the reality is most consumers don’t recognize the difference. Well-planned training programs and personalized client experiences may still be a competitive advantage over big box gyms, but unfortunately may not be enough to compete against the rapid pace of national franchise brands and established companies entering the boutique studio space. Without a strong competitive edge, many independent fitness professionals and studio owners are likely to be squeezed out of the marketplace. If safe, sound training programs and exceptional client experiences are no longer enough to compete, then what will keep the independent fitness professionals and studios from being drowned out by the influx of competition? A consistent, strong, clear message. There’s a tendency for fitness professionals, when threatened by competition, to believe they need to add more to their business in order to compete. The studio down the road offers barre? We should too! Kids fitness? Yes, I’ll add that! Childcare? Ok! Rather than strengthening the business, what this does is detract and dilute the business’s core services and messaging, making it infinitely more difficult to stand out. Can you describe exactly what you do, how you do it, and who you do it for in one consistent, strong, clear message? Messaging is a more important competitive edge than ever. But it’s exactly that… an edge. To simply compete at the same level, don’t forget you still need solid business fundamentals. Technology, for example, is unquestionably necessary to remain relevant. Not only to sustain a well-run business but because consumers are now actively seeking technology options in their fitness experience like wearables, gamification apps and for social networking and accountability. Fairly simple and cost-effective technology solutions like the ones included in this issue can certainly help enhance your current business and client experience. Likewise, partnering with reputable certification companies, continuing education agencies and professional organizations to protect your business is paramount to your longevity and success of your business. This is the goal of our annual Hot Companies issue — showcase a handful of the leading companies and resources an independent trainer or business owner can integrate to stay competitive in a rapidly changing industry.
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LOYALTY FOR A LIFETIME
A business model to increase lifetime client value Eric Goetsch
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HOT COMPANIES TOC
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FEATURE ARTICLE Eric Goetsch
www.fitnesstogetherfranchise.com
LOYALTY FOR A LIFETIME
A business model to increase lifetime client value
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usinesses that stand the test of time, have an understanding and ability to deliver on their clients’ needs and wants. Sounds simple, but it’s surprisingly overlooked. Before you can give your client what they expect, you need to understand who your client is, and then determine what you can provide to them. However, in this discovery process, don’t get so wide in your offering that you don’t stay true to your core values. It’s a common mistake to try and be everything to everyone. After you have identified and understand your core client, you can then begin to establish a process to drive client loyalty. Client loyalty is the result of a consistently positive emotional experience, service satisfaction and the perceived value of the service. Evaluate loyalty by looking at your “frequent-users, high-promoter clients” and
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assessing what percentage of clients fall underneath that category through systems you have in place (Net Promoter Scores, or NPS, for example). Fitness Together®, for example, automates this process and integrates results to evaluate performance overtime. No matter what system you have in place, it’s vitally important to establish benchmarks and continuously measure client satisfaction and ask for client feedback. Once you have identified your target audience, defined what loyalty means to you, identified metrics, how do you then drive customer loyalty? The following are four key recommendations to drive client loyalty in your business: 1. PERSONALIZATION Make the experience all about your client. Think about your environment — the look, feel, atmosphere — what type of music is
playing, at what temperature is the thermostat set, how is your customer greeted? Think about your trainer’s delivery and motivational techniques, do they fall in-line with what resonates most with your client? Consumers seeking personal training are looking for extra personalization and inspiration. The most successful trainers inspire their clients with ideas about health, nutrition, fitness and wellness. They take the time to tailor this information to the unique needs of their client. They want a trainer to hold them accountable and help them stick to a plan they are working toward to accomplish their desired results. 2. INFORMATION Clearly identify and articulate relevant information that your client is most interested in learning about. Are you sharing new information about health and wellness with your
CLIENT LOYALTY IS THE RESULT OF A CONSISTENTLY POSITIVE EMOTIONAL EXPERIENCE, SERVICE SATISFACTION AND THE PERCEIVED VALUE OF THE SERVICE.
clients? Is there a new product or service that they should know about? You should share these messages with them consistently by sending out monthly newsletters, weekly blogs, and daily social media posts. While this can seem daunting, it’s an important step in driving loyalty with your clients, and they expect it! 3. CONNECTION How is your client greeted when they walk through the door? What is the flow of the session and are these steps taken every time? To create authentic connections, think about the questions you are asking your clients, are you taking the time to actively listen? Do you follow up with the answers during the workout or at their next appointment? Do you have a system in place to ensure consistency? The worst mistake you can make when it comes to connection is inconsistent delivery.
4. VALIDATION Are your clients getting results? Are you conducting assessments regularly? Try scheduling comprehensive assessments every six weeks, for example, and discuss the results against the client’s set goals — from movement, to body fat, to strength. While results are the end game, never lose the human touch. Sit down and talk through the results with clients to help them understand and make changes when necessary. It’s critical for loyalty to drive client lifetime value and business profitability. This allows you the freedom to re-invest in your business and refresh the customer experience, which in turn allows you to build a stable financial structure for your family, employees, etc. The most successful businesses respond to the needs of their current clients and organization by developing products, services and/or processes to meet future demand rapidly and efficiently.
Many franchise organizations like Fitness Together® have already done the heavy lifting by having systems in place to efficiently drive client loyalty and lifetime value. No matter what fitness space you are currently in, generating and retaining clients is the end goal and focusing on client loyalty can help with both.
Eric Goetsch is the VP of Franchise Operations at Fitness Together®, a one-on-one private, personal training franchise focused on changing clients’ lives with improved fitness and health. The company began franchising in 1996 and has approximately 140 locations across the United States. Fitness Together® is part of WellBiz Brands, Inc., the manager of three health and wellness franchise brands which also includes Elements Massage® and FIT36®. To learn more about the brand and owning a Fitness Together® franchise, visit www.fitnesstogetherfranchise.com.
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COMPANIES
2018-19 IntelaMetrix, Inc. is a technology company that continues to be a leader in bringing ultrasound technology to the fitness industry, revolutionizing accurate measurements of fat, muscle, and more. Our flagship product, the BodyMetrix™ Professional System is a portable and affordable solution which uses proven ultrasound technology. Highly visual, it combines a hand-held ultrasound wand coupled with innovative software to non-invasively measure and monitor body composition with ease, accuracy, and consistency. Science-based validation studies show good agreement with gold standard methods. Assessments take only minutes and results are not skewed by hydration, exercise level, time of day, body temperature or caffeine intake. The BodyView ProFit™ software runs on Windows or Mac operating systems with an unlimited client database. Customizable client reports can be emailed directly to save time and reduce printing costs. What separates the BodyMetrix™ Professional System in today’s marketplace is the unique ability to measure and track metrics beyond bodyfat percentages. This distinct advantage stems from the ability to directly visualize and quantify fat and muscle layer changes. BodyMetrix™ crosssectional scans provide a wealth of tangible information that motivates clients, providing a clear understanding of weight distribution and the progress they’re making toward achieving goals along their health and fitness journey. It shifts the paradigm from “weight loss” to “fat loss” beyond mere numbers, while validating all the hard work they’re putting in when trying to build muscle or lose fat in conjunction with optimal diet.
CONTACT INFO: COMPANY: IntelaMetrix
WEBSITE: bodymetrix.com
PHONE:
925.606.7044
EMAIL:
info@intelametrix.com
The BodyMetrix™ also clearly identifies “skinny fat” individuals who may look fit but are often metabolically obese and could be at greater risk for diseases like diabetes, heart disease, and stroke. BodyMetrix™ scans often serve as a “wakeup call” and drive home the point! For the practitioner, this is a great opportunity as it’s a powerful tool to better evaluate diet and nutrition compliance, asymmetric muscle imbalances, sarcopenia, and progress toward functional recovery. Seeing is believing… The BodyMetrix™ Pro System is an affordable, cost-effective solution loaded with an arsenal of various metrics and visual tracking tools for achieving optimal fitness, health, and wellness. BodyMetrix™ delivers exceptional value at a price point unmatched in the industry, and a powerful revenue generator with a quick ROI that’s backed by science and trusted ultrasound technology. 2018-19 HOT COMPANIES | 7
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COMPANIES
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NOT ANOTHER GYM FRANCHISE Founded in 1996, Fitness Together® was born out of a trainer’s need to take control of his future and fulfill his entrepreneurial desires. Since that time, Fitness Together® continues to inspire its owners and clients to propel their future and live their best lives. Fitness Together® is the premier private-suite personal training studio offering clients a custom fitness and nutrition experience. Unlike other fitness concepts, Fitness Together® targets a specific niche of upscale clientele with a strong need, not just a desire, for the service we provide. The simple model is backed by a franchise system with a 20+ year track record of marketing and operations support. There are tens of thousands of gyms and health clubs out there. This is not one of them. We are truly changing lives by helping people set and stick to their fitness and health goals. THE MODEL } Fully-equipped private workout suites (3-room setup) } Small manageable footprint (1500-2000 sq. ft) } Simple build out & minimal equipment package } $147,000 - $192,400 total initial investment } No traveling to clients or hauling equipment } 4-5 employees = scalable multi-unit concept This business was started to help owners and clientele succeed beyond their wildest dreams. Fitness Together® offers support with site selection, studio design, construction, training, marketing, and day-to-day operations. As an owner you get access to not only the support center’s experience and knowledge, but the entire franchise community. Now is the time to take control of your future and learn more about owning a personal training studio today.
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CONTACT INFO: COMPANY: Fitness Together
WEBSITE:
fitnesstogetherfranchise.com
PHONE:
303.663.0880
EMAIL:
info@fitnesstogether.com
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COMPANIES
2018-19 FiTOUR® makes it possible to get ahead in the fitness industry and grow a rewarding, purpose driven career. FiTOUR® is a leader in providing nationally recognized fitness certifications, recommended by health and fitness directors & managers across the country. FiTOUR® makes it possible for the Fitness Professionals to expand their knowledge and share their passion for fitness by offering affordable, comprehensive, cutting edge certifications grounded in exercise science and guidelines for safe and efficient health and fitness practice. FiTOUR® Offers: } Online Certification with Exams } Online ACE, AFAA & NASM approved CEC Courses } Free online Study Materials } Instant Exam results } Certificate available after Exam } O nline Renewal Courses for $25.00 every 2 years } FREE IDEA e-membership
CONTACT INFO: COMPANY:
FiTOUR® Certifications
WEBSITE: www.fitour.com
Today the FiTOUR® Development Team continues to write and develop additional outstanding health and fitness certification programs to keep fitness professionals and enthusiasts ahead and on top in an ever-changing fitness field. FiTOUR® makes obtaining your fitness certifications and continuing education convenient & affordable!
PHONE:
281.494.0380
EMAIL:
clara@fitour.com
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COMPANIES
2018-19 Protect Your Business the Way You Protect Your Clients Before you begin a workout with a client, you advise them to do certain things: wear the correct attire, use the right equipment, and stretch their muscles. The goal is to protect your clients so they can enjoy the benefits of a good workout without causing them pain or damage to muscles or tissue. You can protect your business in the same way — with liability insurance. Liability insurance protects your business by covering you if you are sued or if a claim is made against you. As a fitness professional, you could be sued for a number of reasons. Consider this situation: A personal trainer recommends a specific exercise for a client who is trying to lose weight and improve their cardio function. After completing the exercise, the client becomes dizzy and has chest pain, and is rushed to the hospital. The client had a heart condition, but claimed that the trainer’s recommended exercise caused a heart attack and sues for damages. The trainer’s insurance policy could protect them, including the trainer’s defense costs. There are two primary types of liability insurance: professional and general. Professional liability, sometimes called errors and omissions or E&O insurance, covers you if you are sued for something you did that you shouldn’t have (an error) or something you didn’t do that you should have (an omission). Professional liability insurance can pay your defense costs as well as any settlement or judgment. General liability insurance, sometimes called commercial general liability or CGL, covers claims by a third party — like a client, vendor, or someone visiting your gym — for bodily injury or property damage. General liability coverage can pay medical expenses or the cost to replace damaged property. Hiscox provides tailored insurance coverage for fitness professionals, so you get everything you need and nothing you don’t. By protecting your business the way you protect your clients, you can have the courage to take the right risks that will help you grow your business. Finding business insurance for your personal training business, fitness center or gym doesn’t have to be complicated. Get your fast, free quote here or call 866-283-7545 to speak to a licensed insurance advisor (Monday-Friday, 8am-10pm).
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CONTACT INFO: COMPANY: Hiscox Insurance
WEBSITE:
www.Hiscox.com
PHONE: 866.955.4895
H O T
COMPANIES KORR understands the personal trainer. We know that client success is your business. That is why we have designed the powerful tools of metabolic measurement devices with the portability and affordability that will benefit personal trainers. Consider the solutions KORR has to offer:
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Nutrition- The MetaCheck is an affordable metabolic analyzer that provides an accurate, professional resting metabolic rate measurement. Measuring a person’s metabolic rate will reveal the foundation for a weight loss or nutritional counseling program. KORR then provides hundreds of meal plan programs designed by licensed dietitians to help you construct the ideal solution to help each client reach their goals. These plans are communicated through an easy-to-navigate app that encourages communication and accountability. Sports Performance- The CardioCoach VO2 Max analyzer provides the ultimate measure of fitness and is the most professional way to monitor improvement. Testing can define the markers necessary for endurance training and peak performance. Metabolic efficiency can be measured and improved. In the past, trainers have had to send clients to universities to obtain a VO2 Max test. KORR has made it feasible for trainers to own and operate their own equipment. Not only does this allow VO2 Max data to become an integral part of your training programs, it allows you to keep the profits. Custom Workouts- The CardioCoach app is unlike any health and fitness app currently on the market. It utilizes an individual’s unique VO2 Max to create heart rate-based workouts to meet specific goals of weight loss, aerobic conditioning, and cardio strengthening. As your client works out, they are gently reminded to stay in the correct zone that is unique to their own VO2 Max results, allowing them to make progress like never before!
CONTACT INFO: COMPANY:
KORR Medical Technologies
WEBSITE: www.korr.com
PHONE: 800.895.4048
EMAIL:
support@korr.com
The CardioCoach app is able to calculate truly unique and powerful information: How may minutes were spent in an aerobic state? How many anaerobic? Precisely how many calories were burned? How many of those calories came from fat? How many from carbs? How many calories will your client continue to burn after the workout ends? The CardioCoach app will keep clients accountable to you and can directly sync to their calorie counting apps to view the overall picture of their energy balance. Technology and biomarkers in fitness are here to stay. But research is showing that technology cannot replace the expertise of a personal trainer. By using unique data to develop personalized programs for each client, KORR Medical Technologies will help you keep the PERSONAL in personal training while offering leading edge technology. 2018-19 HOT COMPANIES | 11
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COMPANIES
2018-19 Myzone delivers a wearable and digital technology solution for the fitness industry. Myzone has proven to improve return on investment by improving retention. From our years of research, we have shown that Myzone members stay 24% longer than members without Myzone and Myzone increases member Net Promoter Score (NPS) score by 11 points, which means they’re more likely to refer a friend to your club. Myzone is fundamentally a motivational platform to retain members through innovations, new features and a simplistic focus on achieving goals by using the word effort rather than fitness. Myzone users a color-coded system, with reward in the form of Myzone Effort Points (MEPS) to help make activity simple by gamifying the process. Customers become fully engaged and motivated by gamification, social connection, in-house and global challenges, zone match experiences, and live facility displays. The Myzone app creates a club community platform, allowing the club and trainers to communicate directly with users, enabling networks to be created and participate in ongoing app-based challenges. A Myzone fact is that Myzone users who have more than four social connections crank out 41% more exercise than those with zero social connections. Myzone users spend three times more than the average gym-goer within their club. Not forgetting that the Myzone module is also one of the most accurate on the market with the accuracy of an EKG (99.4%). Myzone also offers a full suite of features for clubs designed to ensure the member feels good about exercise every step of their journey. These features include, but are not limited to: MZ-Challenges, Myzone Virtual Classes, MZ-Class Creator, the MZ-Fitness Test, Zone Match and more. Along with various products and features, Myzone also offers a back-end platform where clubs can obtain comprehensive data allowing them to analyze their users and track a user’s progress. Myzone turns your club into a hub of activity, gamifies your programs, and connects you with your members whether they are present or not.
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CONTACT INFO: COMPANY: Myzone
WEBSITE:
www.myzone.org
PHONE: 312.448.7687
EMAIL:
Sales@myzone.org
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COMPANIES
2018-19 At National Federation of Professional Trainers, we emphasize the word ‘professional’ in our mission to provide fitness enthusiasts with comprehensive education and real-world certification. We focus on goal-oriented exercise programming that fosters professionalism when working with a variety of client types. Our organization is more than a certification company, we are a family of trainers, industry experts and people who care about the successes of our members. We take great pride in what NFPTCPTs do to make a difference, every day. For over 30 years, NFPT has certified personal trainers; we have positioned our organization as a foundational, fundamental certification for: 1st-time trainers. Passionate people who want to make part- or full-time income in a field they love, or already certified trainers. CPTs who want to be more marketable by demonstrating an allencompassing knowledge with education and certification from more than one organization. Yes, the NFPT Certification Program is nationally accredited and industry recognized, but these are technical tips of the iceberg. We take fitness passion and help make it a life purpose – that’s what we really do. NFPT also provides free in-house continuing education so that our trainers enjoy no-cost CECs for the life of their certification. We also encourage specialization in personal areas of interest with courses in advanced level techniques and/or medical fitness (i.e. cancer recovery specialist or training clients with multiple sclerosis). We stay focused on foundational exercise principles that affect the most positive change, and we support your talents with on-going education to elevate your training skills and your trainer bio. THE NFPT TOP 10 10. Focus on ‘Real-World’ Fundamentals. 9. FREE CECs. 8. NCCA Accredited. 7. 30+ Year History. 6. Club Staff Discount.
CONTACT INFO: COMPANY:
National Federation of Professional Trainers
WEBSITE: www.nfpt.com
PHONE:
800.729.6378
EMAIL:
info@nfpt.com
5. Military/Civil Servant Discount. 4. Convenient Testing. 3. No Strings. No Hidden Fees. 2. Industry Recognition & Partnerships. 1. The People. Your Fitness Trainer Family.
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COMPANIES Training partners motivate, support and help you perform your best. There’s a training partner who can also help protect you.
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Health and wellness are ingrained in both the culture and business at Philadelphia Insurance Companies (PHLY). The company has been offering insurance to personal trainers, fitness studios, and health clubs for more than 20 years. PHLY also supports its employees through several wellness programs, provides incentives for participation in athletic events, and every employee receives an extra 15 minutes at lunch to exercise. Their headquarters includes a state-of-the-art fitness center where employees can workout, receive personal training or nutrition counseling, take yoga, spin, and other fitness classes. “Many employees have made fitness part of their lifestyle, whether it’s leaving busy desks to workout during their lunch break or using their weekends to train for and participate in walks, runs, and other challenging fitness events. PHLY’s passion for fitness makes them an ideal training partner for fitness instructors. They offer insurance coverage that helps protect trainers of all types. Personal trainers and instructors — specializing in spin, dance, yoga, martial arts, group fitness, and more — recognize the convenience and value in PHLY’s coverages. Trainers can apply online or on a mobile device and receive coverage in minutes. Customers have the ability to renew coverage, pay online, and generate certificates of insurance with PHLY’s easy to navigate, mobile-friendly platform.
CONTACT INFO: COMPANY:
Philadelphia Insurance
WEBSITE:
www.PHLY.com/HF
PHONE: 800.873.4552
The company’s Fitness and Wellness Insurance for Personal Trainers is specifically designed to meet the unique insurance needs of many categories of fitness instruction. You don’t need any special subscriptions with an association to access PHLY’s program. PHLY offers comprehensive general and professional liability insurance coverage. Every PHLY policy also includes abuse and molestation protection. If you’re counseling clients on nutrition and diet in addition to providing training, PHLY provides full coverage at no additional cost. There’s also no added charge for working in multiple gyms, instructing classes in parks, or training at clients’ homes — coverage is provided on and off premises. Learn more about why PHLY is the best training partner for fitness and wellness instructors. Visit them online at PHLY.com/HF.
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EMAIL:
phlysales@phly.com
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COMPANIES Fitness Pros: protect yourself personally and professionally with insurance options from the experts at Sports & Fitness Insurance Corporation—all designed specifically for fitness professionals working as personal trainers as well as instructors of individual or group exercise programs, including Pilates, yoga, dance, martial arts, boot camps, cycling or similar fitness programs.
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Coverage follows the professional wherever they work in the U.S., whether they operate out of a single club, multiple clubs or even at a public facility such as a local park or activity center. Proof of coverage is delivered to your phone in just 5 minutes! TAKE 5 SAVE $10! www.sportsfitness.com/pfp Fitness facility and studio owners protect your business with our comprehensive coverage tailored to the fitness industry for over 32 years! SFIC is the Program Manager for Liberty Mutual Insurance for the fitness industry. Coverage provided in the program includes: Commercial General Liability, Commercial Property, Workers Compensation, Professional Liability, Personal Injury, Advertising Injury, Sexual Abuse & Molestation, Medical Payments and Surety Bonds. And, there is no exclusion for Athletic Participants or Nutritional Counseling!
CONTACT INFO: COMPANY:
Sports & Fitness Insurance Corporation
WEBSITE:
www.sportsfitness.com
PHONE: 800.844.0536
EMAIL:
askus@sportsfitness.com
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COMPANIES
2018-19 Total PT Fitness is a professional software for personal trainers. Manage more clients, enhance your professional image, increase your income and train clients online or in person. It includes tests, video exercises and meal planning for nutrition. Total PT Fitness is available as an online subscription service or as a desktop install for one price and no additional fees. Testing: } Track fitness tests and provide detailed fitness summary reports. } Access over 150 fitness tests. } Provide health risk questionnaires. } Includes athletic, senior and youth tests. } Create your own tests. } Implement test protocols for specific sports and training results. Exercise programming: } Choose from over 3000 exercise videos to create custom fitness programs. } Add your own video. } Create your own custom workout templates.
CONTACT INFO: COMPANY: Total PT Fitness
WEBSITE:
www.TotalPTFitness.com Nutrition consults: } Assess calorie requirements. } Perform diet analysis. } Provide detailed meal plans. } Add your own meal plans. } Create shopping lists and recipes. Client portal: } Online system provides client online portal. } Clients receive workout programs on mobile devices. } Built-in messaging and communication portal. } Clients access meal plans on mobile devices. } Branded with your company logo. No long-term contacts with free training. Free 2-week trial and discount on annual subscriptions!
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PHONE: 800.750.2756
EMAIL:
sales@totalptfitness.com