Chapter 18: Business and Marketing Flashcards
Independent Contractor
Someone who works for themselves and is contracted to provide services for a company as a nonemployee.
Business Plan
Outlines the structure, marketing, and growth of a new business.
Cueing
A communication that prompts a client to engage in a movement pattern or conveys proper technique.
In-Person Training
Live, face-to-face fitness training done individually or in small or large groups.
Virtual Training
Remote training sessions conducted via website, phone applications, or social media platforms.
Hybrid Personal Training
A training approach that utilizes in-person and virtual training styles to allow for easier, more frequent access to the fitness professional.
Buddy Training
Exercise instruction between a personal trainer and two clients at the same time.
Small Group Personal Training
Exercise instruction delivered to two to four clients at the same time.
Group Exercise
Large group training that is often choreographed and where all participants are executing the same exercises simultaneously.
Certified Group Fitness Instructors
Fitness professionals certified in delivering large group fitness classes. These classes are often choreographed and require specific training in a particular class format.
Small Business Administration
A US government agency established in 1953 to promote economic growth by helping new and existing small businesses and providing advice, financial assistance, counseling, and tips for sustainable business growth.
Sole Proprietorship
The most common business structure, in which the single owner has complete control over and liability for a business.
Partnership
A business structure with two or more people running the business who share liability and responsibility for the business’s performance.
Limited Liability Company
A corporate structure in the US limiting the liability of the owner; it combines aspects of corporations and sole proprietorships.
Corporation
A business structure in which the owners and operators are separated from the liabilities of the business.
C Corporation
The business itself is liable for the tax burdens of financial losses and gains of the corporation.
S Corporation
The shareholders are responsible for the tax burdens of losses and gains.
Mission Statement
A short statement of why a business exists and their overall goal for operating.
Market Analysis
A qualitative and quantitative assessment of a business market that examines product and service volume, buying patterns, regulations, and business competition.
Target Market
The particular group(s) of consumers that a product or service targets.
Customer Life Cycle
The steps a customer goes through when considering, buying, and using a product or service, including awareness, engagement, evaluation, purchase, experience, and bonding and advocacy.
Client Persona
A fictional person that represents the key characteristics of a trainer’s preferred clientele.
Branding
A name, logo or symbol that identifies and differentiates a product from other products.
Calls to Action
Marketing statements that demand an immediate response from the recipient—for instance, “Sign up now” or “Click here to learn more.”
Hashtags
Social media tags users can create to help others find messages and posts with a specific theme or content.
Social Proof
A success story of a program or something similar to prove that the style of training works.
Prospect
A person who has shown interest in a product or service and is a potential customer.
Relationship Emails
Emails used to engage with clients and prospects and build a relationship.
Strategic Emails
Email communications that explain why a trainer does what they do, training philosophies, and more about themselves.
Promotional Emails
An email communication series that presents an offer or promotion for a limited time.
Onboarding Emails
A series of email communications that gather the required documentation and assessments to begin a training program.
Leads
Potential clients not yet using a professional’s services.
Reengagement Emails
An email communication method to reach out to former clients and prospects and encourage a reply.
Client Referrals
A method of marketing where current or former clients refer friends and family to a professional for services by word of mouth.
Upsell
A sales technique where a client is encouraged to purchase additional services, products, or add-ons to generate more revenue.
Scope of Practice
The practices, procedures, and actions a personal trainer is permitted to undertake in keeping with their professional certification.
Profit and Loss Statement
A financial statement summarizing revenues, costs, and expenses in a given time period.
Code of Ethics
A set of guiding principles that drives the actions of a professional.
Integrity
being straightforward, honest, and transparent
Objectivity
remaining unprejudiced and avoiding conflict, bias, or outside influence
Professional competence
committing to education and professional knowledge to improve coaching skills throughout one’s career
Confidentiality
protecting the privacy of clients in all forms
Professional behavior
acting to build and preserve one’s reputation as a health coaching professional
