Supporters Briefing Tuesday 2nd September VAT, Flat-rate schemes and CIC funding

• Studio setup and tech tips – The speaker demonstrates how to adjust the Logitech Brio webcam’s width using free Logitech software, allowing for better filming control in different spaces.

• VAT registration discussion – Explains the VAT threshold (~£70k turnover) and warns of its burden. Describes quarterly accounting, reclaiming on equipment and petrol, and why many small business owners prefer to stay below the threshold.

• Flat-rate schemes and CIC funding – Notes that some opt for a flat VAT rate (15%). Introduces the idea of setting up a CIC (Community Interest Company) to access grants and Sport England funding, with contractors then paid for services.

• The importance of accountants – Strongly recommends hiring an accountant to handle VAT, tax changes, employee matters (e.g., maternity leave), and compliance. Highlights peace of mind and risk reduction.

• Business structure considerations – Compares sole trader vs limited company benefits. Stresses record-keeping, knowing what expenses are claimable, and being prepared for lending or mortgages.

• Back-to-basics marketing – Advises starting with a blank page:

  1. Identify what you’re selling (classes, programs, retreats).

  2. Define the customer (local for in-person, time-saving benefits for online).

  3. Build a persona to shape messaging.

• Local vs online marketing – Community classes rely on geography and accessibility; online programs market convenience and flexibility.

• Personal brand differentiation – Emphasizes that the instructor is the differentiator, not just the class type. Success comes from consistent visibility.

• Consistency on social media – Encourages regular posts at a sustainable pace (e.g., one post per day). September is identified as a high-value period for promotion.

• Content strategy – Outlines three types of content:

  • Top-of-funnel: broad, engaging, fun content.

  • Middle-of-funnel: expertise-driven, instructional, or tip-based posts.

  • Bottom-of-funnel: direct sales and calls to action.

• Content planning and production – Suggests batching content weekly while also capturing real-time moments (classes, prep, behind-the-scenes). Recommends mixing video, written posts, carousels, and recycling saved material.

• Calls to action and booking clarity – Stresses the importance of making booking methods clear (website, booking apps, personal contact). Notes that many customers still prefer phone conversations before committing.

• Websites and AI visibility – Urges all supporters to set up blogs and keep websites current. AI search is increasingly delivering service results, so rich content (blogs, videos, testimonials) boosts discoverability.

• Google Business Suite – Strongly advises setting up this free tool to improve visibility across search and AI platforms.

• Mailing lists and focus – Recommends MailerLite for building a mailing list. Encourages structured planning, focused work sessions, and reducing distractions to stay productive.

Insights Based on Numbers

• VAT threshold (~£70k turnover) is a critical marker that changes business obligations.

• Flat-rate VAT schemes (e.g., 15%) can provide some relief but vary by business.

• Only ~2% of followers typically see a post, reinforcing the need for repetition and recycling of content.

• September is positioned as more lucrative than January for fitness business growth, underlining the importance of timing.