According to IHRSA, Personal Training was identified as the number one most profitable program in health clubs. Yet, countless club owners across America are not satisfied with the success of their personal training program? How do I know? They tell me. Here’s my advice: Pay up!
A big reason why most personal training programs are coming up short is because most personal trainers (a.k.a. “rainmakers”) are underpaid. It’s as simple as that. Personal trainers deserve bigger paychecks. I’m not talking just a few extra dollars above minimum wage either. I’m talking “career-type-ofmoney” with the potential for growth and prosperity. And I’ll tell you why…
Personal trainers have the closest contact to the member. They are the eyes, ears, heart and soul of your club. They are your club’s “secret ingredient.” They talk to your members on a daily basis. They know the names of Mary’s kids. They know her dog’s name. They know her birthday and where she likes to eat. They listened to the bad day she had last week…Nobody in your club knows your members better than your personal trainers. Just ask them. They will tell you.
Personal trainers are a diverse group. Some are college students paying their way through school. Some work full-time to support a family. Some may only work part-time for the extra income.
Despite their different motivations for working, personal trainers have this in common: A passion for fitness and a strong desire to help others. They live and breathe what they do. They’re passionate about health and fitness. They love getting to know their clients on a personal level. Nothing satisfies them more than helping their clients reach a goal. Whether it is to lose a few pounds, get more defined arms, or to look and feel better overall, personal trainers are there to help make it all possible.
When the clients want to give up and quit the program, personal trainers are right there to say, “No.” They push, motivate, encourage, and inspire. They demand results and get them. After all, isn’t that why most clients hire a personal trainer in the first place?
Of course when the client is happy, you (as the owner) will be happy. They’ll tell their friends about your club and before you know it, the word is out. I’m sure this is nothing new to you. Although there are probably plenty of owners out there who think purchasing top-of-theline fitness equipment is the key to their club’s success, I hope you’re not one of them. Members expect that. Providing exceptional service and getting them the results they want and deserve is what separates your club from the next; not the fancy equipment. When you exceed their expectations, the seeds begin to blossom.
So here’s my question to you: Do you have talented and knowledgeable personal trainers working for you? If you don’t, then pursue them today. Make it your goal to attract and hire talent. If you do have the right personal trainers, then pay them! If not $100,000 a year, at least start them at $15 an hour plus a handsome chunk of the hourly sessions. “But there is no way I can afford to pay my personal trainers more money,” you may say.
O.K. No problem. Rather than breaking your monthly budget with handsome pay raises, you can offer members a new service or enhance an old one. What about offering your members a custom-based nutrition and fitness program? Simply charge more per client to reflect the addition of your new nutrition program, the increased prestige, and the increased quality you’re offering. As a result, you’ll sell more sessions, retain clients longer and get more referrals.
What does this mean for you? It means more revenue for your club. It means more money in your pocket and more money to share with your personal trainers. In the end – it’s a win-win situation for everyone.
You may be thinking to yourself, “This idea sounds great on paper but it’s unrealistic. It can’t be done.” My reply is, “Try it first and see for yourself.” Offer your clients a well-designed nutrition and fitness program. A top-notch nutrition program that gets your clients the results they deserve. Forget scribbling a diet on a piece of paper or recommending one of the many fly-by-night commercialized diet programs. Instead, you’ll need a fully comprehensive fitness program with cutting-edge nutrition information and easy-to-follow instructions. A fitness program personal trainers are proud to recommend to others.
Remember, personal trainers are your club’s most powerful weapon. Empower them with the tools and money they need to succeed. It’s imperative! Personal trainers matter. They do…Big time! You’ll reap the rewards by rewarding your personal trainers…Tenfold!
Steve Liberati is the Owner of NEW BEGINNINGS Nutrition & Fitness. He can be contacted at 1.877.224.8444, or by email atinfo@newbeginningsde.com.