What attending an Insta-Celebrity Fitness Trainer’s Bootcamp taught me about Customer Service in an Accountancy Firm, and what You can Learn from it for your own Business
On Saturday I went to Olympia in London, with 1,600 other women (and a couple of very brave guys) to do a bootcamp workout lead by a 24 year old Aussie Personal Trainer. Kayla Itsines is massive in the fitness world, with 6 million Instagram followers, and an industry leading app. Her 12 week fitness program is loved by serious fitties and newbies alike and it’s famous for the progress photos that her followers post. But what makes Kayla really special is her commitment to her community. Along with her personal trainer fiancé, Tobi, they’ve built an incredible business on the back of the buy-in that the BBG (Bikini Body Guide) community has. But what can we learn from her incredible business growth that can be applied to our own industries?
1. Building a community
The BBG community works because the women involved identify themselves as a tribe. They connect with each other and support one another. There was much talk about being part of a family. How can you engender this feeling in your customers?
2. Connecting with your audience
Kayla talks directly to her audience – mostly on social media, but also via blogs, on her website, and inside her app. She name checks individuals, and highlights posts made by members of the community on a daily basis. How can you make your customers feel special? What opportunities do you have to connect with your audience more?
For Kayla the branding is all about pink – pink banners, wristbands, bottles, towels, foam rollers – the branding is incredibly strong and consistent along all products and touch points. Stickers were handed out, massive inflatable letters spelling out “SWEAT” were used as backdrops for a million selfies. How can you get your branding to be used and shared by your community?
4. Sticking to your Principles
Kayla often talks about the importance of knowing what it is that you represent and offer, and not apologising if that doesn’t chime with everyone. When your business is an authentic representation of your core values, it becomes easier to take criticism on the chin and to stay on track. Do you know what your strategic plan is for your business? Do you communicate your core values clearly, to your customers, suppliers and employees?
5. Give Aways
Even though the tickets for this event, (and the two others she held in New York and LA this week), “sold out” in minutes, they were FREE. It would have been easy to monetise a personally-led workout and meet and greet with this famous woman, but the Sweat With Kayla team chose to make it a give away. It was sponsored, so the cost to the business was minimal, but the goodwill and publicity it bought was massive. What part of your expertise can you give away to build trust and respect in your industry?