The program costs $99/year and is available to users at the time of machine purchase from Apple. It can be renewed twice for a total of three years of membership.
"One to One features three different ways to learn. If you prefer to learn face-to-face, Personal Training Sessions offer an uninterrupted hour with a Trainer. As experts in all things Apple, Trainers provide guidance, support, and creative inspiration. If you prefer a small group setting, exclusive One to One Workshops are a unique opportunity for you and a few other members to work with a Trainer on special interest topics.
You can also learn from anywhere, on your own schedule, using your One to One web page. Your personalized One to One page lets you access hundreds of tutorials, schedule and manage your appointments, and explore projects created by other members. "