Personal training can be a club’s biggest moneymaker-which begs the question:?Are you making as much money as you could be?
According to industry research, personal training is one of the most profitable programs offered by fitness clubs. Have you explored all the options you could employ to maximize this profit area in your club? Here are five ideas to consider:
1> Packages. The most common way to increase the transaction size for personal training is to offer blocks of sessions-such as 6, 12 or 20-or one, two or three month’s worth of sessions at a time. Make sure you have a clear cancellation policy that specifies a session is forfeit for a no-show. Also consider adding value to the packages rather than discounting them. For example, a block of 12 sessions costs the same as 12 individual sessions-but the member receives a $20 coupon for your smoothie bar. Your bottom line will thank you.
2> Additional private training or coaching services. Tap into the skill sets of your trainers, and you will be surprised by the services you can offer for an additional fee. Stress management coaching, healthy eating guidance, coaching for a particular sporting event, guided meditation sessions, one-on-one yoga or tai chi-many people are intimidated by the group setting and prefer their own instructor, at least to get started-supermarket education tours: the opportunities are endless. Don’t be limited by what you can offer in your club. To use a cliche, think outside the box-or club, in this case- and see where you can offer outside services that will be of value to your members.
3> Group training. One of the easiest ways to increase profit is to offer sessions with one trainer and two, three or more clients. Many people love to work out with a friend-especially women (who now make up over 57% of club memberships)-and for some it is the only way they will exercise. By offering a per person discount, such as $50 for one person, $85 for two, $105 for three and so on, your members get access to a personal trainer for a lower fee, and you will see increased retention as training turns into a social event.
4> Premium priced coaches creating programs implemented by trainers. If you have highly experienced trainers, offer their services at a much higher rate for a one-time session, in which they design a specific, personalized program for the client, which can then be put into action by a lower priced trainer. The member reaps the benefit of expertise from your top trainers without having to pay the higher rate for the actual training. You will need a good team of trainers who can work well together for this to be effective, but it is also an opportunity for highly experienced trainers to mentor and develop those newer to the profession.
5> Full service personal training. Offer members the option of having everything done for them except the actual workout at a special price! From the trainer greeting the client at reception with a fresh towel and bottle of water to special parking spaces, childcare and weekly massages, these all-inclusive packages are only limited by your imagination. And don’t be put off by thinking there is no call for this level of service in your market-you will be surprised how many people will jump at this for themselves or as a gift.
The key to successfully implementing one or more of these ideas is your personal training team. It sounds obvious, but you can’t offer new services or even higher levels of service without educating, training and offering incentives to the people who are going to be delivering the service. Regular, on-going skill building is essential to continuously improve technical competence-and this means more than simply ensuring industry certifications are kept current. Customer service and basic sales training are also crucial-but often overlooked for trainers-so that your members are consistently treated in a way that is synergistic with your club’s culture.
Penny Crozier, MA, MS, MBA is the owner of the C.H.E.K Institute, which specializes in advanced education for health and fitness professionals. She can be reached at 800-552-8789, by email at info@chekinstitute.com or visit chekinstitute.com.
