September 2006 -- Last month I discussed how a heart rate monitor (HRM) benefits the pro and the player. This article offers ideas on how to market and sell it. If you really want to be successful in implementing HRMs in your cardio classes, I recommend taking the following steps:
- Invest in your own HRM and educate yourself.
- Wear your HRM when leading a cardio class.
- Consider investing in the Polar Cardio Tennis loaner package.
- Train your staff.
- Be creative with marketing and pricing.
- Have fun!
To successfully sell the HRM, you (the pro) must believe in it and be proficient with it, so invest in your own personal HRM. For a limited time Polar is offering an individual first-time discounted purchase on an F6. Minimum retail price on this HRM is $99.95, but as a USPTA pro you can purchase it for $71.50. This offer is available until Nov. 15. If you are interested, please contact Donna Irwin at (800) 290-6330, ext. 3035, and mention that you read this article. She will direct you to the appropriate Polar sales rep.
I won’t sugar coat it, it does take some time and practice to get proficient with the HRM. The good news is Polar has two great Web site resources to help you educate yourself. At www.polarusa.com click on
product tutorials and demos, which will take you through a step-by-step process of how to program the HRM. At www.polaruniversity (password and ID are both cardiotennis) you will learn everything you ever wanted to know and more, plus take quizzes on your HRM knowledge and get immediate tips and feedback on HRM training.
Now that you know how to use it, I encourage you to wear it while leading the Cardio Tennis class. This gives you the opportunity to demonstrate to your students how to pull the file. The students see you using it and you begin educating them on the benefits:
- You will maximize the efficiency of your workout because it tells you how long you were in your zone.
- It is the only way to know how many calories you are burning on the tennis court.
- It is the safe and healthy way to train.
Once your students see it in action, I’ll bet you a majority will want their own. (By the way, if you are not burning at least 300 or more calories as the leader you might want to evaluate how you are running the class.)
Once you are proficient with your own HRM and your cardio program has been running successfully, you might consider investing in the Polar Cardio Tennis HRM package, which enables you to have a set of 10 Polar F6 heart rate monitors that you can loan to each student during Cardio Tennis class. It comes with extra straps and a convenient nylon storage bag organizes the monitors to make it easy for you to manage and clean. To learn more about this special offer visit www.partners.cardiotennis.com and click on tools to use.
I would like to address two objections I often hear about the Polar HRM package, the first one being, “It’s too expensive, I can’t afford it.” Yes, it is an investment, but the reality is it can pay for itself in as little as five sessions. You know the saying; you have to spend a little money to make money.
The second challenge I hear is, “I’m a busy pro teaching back-to -back classes, I don’t have time to assist my students in programming the HRM.” This is a very true statement so here are some ways to work around it.
- If you are in an environment with a service/front desk staff, keep the loaner kit there and train your staff how to program the HRM. This way, when a client comes in for class, they go to the desk to get their HRM and the service desk staff can assist them.
- Use your favorite/regular clients in an assistant role; once they know how to program it they will be happy to help others.
- It is always helpful to use another staff pro or fitness personnel in your cardio class. They can help lead players through drills and assist with the HRM.
- Encourage cardio participants to arrive 10 minutes early for HRM setup.
I realize these suggestions will not work for every pro’s situation, but if you are patient and creative you can make it work.
You have total flexibility in how you market and sell the HRM. First, ask yourself where you want to make your money – on the cardio class itself or the HRM? Some facilities really want their clients to use the HRM so they look at making money on the class itself and offer the HRM at a discount or even cost. They might position it like this: Buy “X” number of cardio classes and get a HRM for “X” dollars.
For example, Midtown Tennis in Chicago was very creative with their approach: Join the Cardio Club and purchase a Polar HRM in the Midtown pro shop for $60 (retail value $90). Players attending 12 classes within a six-week period will receive two $25 Midtown gift cards toward future Cardio Tennis classes or other Midtown programs. This was a great promo as it encouraged people to participate and it sold HRMs, encouraged future class participation, and the clients received a great value! Now that’s a win/win situation! Here’s another creative example from Carolyn Lawver at Heritage Palms in Fort Myers, Fla. She charges $10 per person if you have your own HRM or $15 if you don’t. What a great way to encourage a customer to purchase a HRM in your pro shop.
Selling HRMs in your pro shop is another great way to make money. It is easy to open an account with Polar (minimum order is six) and stock them in your pro shop. For more information on becoming a dealer, visit: http://www.polarusa.com/healthclubs/healthclubs/dealer.asp. If you take the steps I have mentioned, those HRMs will sell themselves and you will be more profitable in the process. The beauty of the Cardio Tennis program is the flexibility it offers in both curriculum and pricing. It’s up to you to make it happen.
And last but not least, have fun!
Michele Krause has been a USPTA Professional for more than 12 years and has taught “cardio style” throughout her career. She currently works for the TIA as the national Cardio Tennis program director and is responsible for all aspects of the program, including curriculum, promotion, events, organization of national Cardio Tennis speakers, training and education.
