Training gets personal

By Aaam Gifford

A steady increase in the number of homes with computers has inspired Ace Training to set up a one-on-one personal training service.

Chief executive Tony Falkenstein says the company is looking for 20 people to buy $12,500 franchises in the new venture.

The franchisees will be given training in teaching techniques by Ace, and will then offer home tutoring in common programs at $40 an hour for an eight-hour course conducted over four weeks.

A day in an Ace classroom covering similar material would cost a student $245, but Mr Falkenstein says a personal trainer can modify the material to the student's needs.

"They can say 'Here's how to do the spreadsheet you need for your home business.' It's teaching them to do things they want to do rather than in the classroom where a more generalist approach must be taken."

Mr Falkenstein says that while most of Ace's work is in the corporate market, the increase in the number of home computers indicates a huge market.

Research by AC Nielsen on behalf of Ace found that 53 per cent of people now have access to a computer at home, and 14 per cent of the remainder are "very likely" to buy one soon.

Statistics New Zealand estimates that 38 per cent of homes had a computer as at March this year. Twelve months earlier 32.9 per cent of New Zealand homes had a mains-operated computer.

AC Nielsen found almost four out of five households with incomes over $80,000 have computers and households where the main income earner is a professional or a manager are also more likely to have one. Larger households and households with children over five are also above the average in computer ownership, and 61 per cent of Auckland residents have a home computer.

Mr Falkenstein says that more than half the new owners of computers have no formal computer training.

"A lot of people, especially older people, feel intimidated coming into the classroom. We need to go out to them," he says. "It's a trend identified by futurists that people will get personal trainers."

From July 1 Ace Training will run a help desk and advertising for the new personal training service. It will channel prospects to the 20 franchisees, who will be assigned territories across Auckland. The service may be extended to other centres later.

The franchisees will pay Ace $500 a month for continuing support and training updates, but there is an exit clause.

"If after a year they decide it's not for them, we will give them back $5000," Mr Falkenstein says. The franchisees must meet Ace's national training quality standard "so we feel confident they can go out and teach others."

Many of the people interviewed so far are women with children at school who want to work during days or evenings. Computer expertise is not required.

"They can come with nothing - it's the attitude that counts. Often people with all the knowledge are not the best trainers."

The franchisees will be paid commissions if their trainees go on to more advanced Ace Training courses.