Today, people are paying closer attention to every dollar they spend as a result of the economy’s decline. One of the “extras” being reviewed by many consumers is the money spent on a personal trainer or gym membership. As a result, many trainers and gyms are facing a potential loss of clients and loss in revenue as consumers cut back on their spending. Consequently, health and fitness professionals are being forced to get more creative to maintain their success and retain clients.
Rather than getting caught up in the slump of the economy, take advantage of this transition to refine your techniques and improve your knowledge to become more marketable for both current and new clients. Realize that retaining clients is a primary concern for all businesses and is no different for personal trainers, especially during uncertain economic times. Here are a few recommendations to consider:
Dare to Discount
Many trainers often overlook the significance of offering discounts to long-standing clients, and limit deals only to securing new clients. While offering discounts to those who refer friends is a useful strategy to grow your clientele, be sure to throw in free sessions and extras to retain your long-term clients, who will appreciate your willingness to go the extra mile for them.
Strength in Numbers
Group training at a less expensive rate than a one-on-one session can attract clients who have lost their motivation and are looking for a way to spice up their workout. Group sessions help eliminate boredom, create accountability among the group and in general can help you make more money per session. To lead successful group training sessions, be sure to establish some ground rules ahead of time, being clear on policies surrounding make-up sessions and refunds. Also be aware of the variation that comes with group training to accommodate the various skill levels within the group, selecting exercises that can be easily modified by individuals.
Distinguish Yourself
Every successful fitness professional has a unique service, or point-of-difference from their counterparts. Add specialized services to your training menu, such as personalized flexibility programming that uses specialized techniques like partner stretching or foam rolling. If you enjoy educating your clients, initiate a “workshop” schedule to allow current clients and their invited guests to attend focused seminars that tackle tough subjects such as “Navigating Your Way Through Diet Fads” or “How To Cook Healthy Foods for Your Family”. Use your creativity to help yourself stand out from the crowd, offering current and potential clients more than the traditional service they would expect.
Be Proactive
Despite the dip in the economy, the health and fitness industry continues to be one of the fastest growing industries in the world. This growth has spurred the development of higher education avenues through research and improved techniques to expand their knowledge of what the leading professionals are discovering and teaching.
As the industry evolves, it is important to remain up-to-date on what leading minds are discovering and teaching, which is why many health and fitness professionals are exploring specializations to increase their knowledge and marketability to clients. Consider having trainers acquire a specialization certification such as the PES or the CES, available through the National Academy of Sports Medicine (www.nasm.org), or attend a workshop to expand their skills set and increase opportunities.
• Corrective Exercise Specialist (CES) – A specialization to expand your human movement science knowledge and abilities, while providing injury prevention and recovery expertise to generate more revenue working with today’s de-conditioned population.
It is important in this industry to stay humble and never stop growing. Remember, clients utilize trainers for their skill and knowledge, which is why refining training techniques and improving trainer knowledge isn’t a bad idea. Take the time to reevaluate your business plan and goals for your personal training program, not only to create satisfaction with your clients, but also to meet your own goals as a health and fitness professional.
Chere Lucett is a writer for NASM and the Managing Editor for the website NASMPRO. Chere has been a member of NASM’s educational faculty and a popular presenter for the Certified Personal Trainer (CPT) live workshops.
