“What does it take to be a true Health & Fitness Professional?” Over the past two weeks, I shared two short stories that hopefully sparked some thought about the brand that you or your company is creating. I discussed “The Exercise Trainer,” the “The Certified Trainer,” and this week, will share a story about the “Health & Fitness Professional.”
The Health & Fitness Professional
While in college, a fitness enthusiast realized that helping people improve their health was a passion, and decides he is going to make a “career” out of it. He makes the commitment to becoming the best he can be by searching out and finding the most successful personal trainers, athletic trainers, nutrition experts and behavior change specialists. He even spent his own money training or interviewing people that he liked. He decides to create a personal mission and vision statement, and creates a five-year plan to get certified and become a well-rounded professional. Money was not a concern in his decision, not because he had a lot of it, but because he understood the value of quality education.
He also knew that it would only increase his personal brand. He understood that continual education would be the only way to get and stay ahead in his career. He spent years educating himself and applying what he learned — anatomy, program design, biomechanics, business, sales, customer service, personal development, behavior change, etc.
When it came down to deciding where he wanted to work, he had several options. He was recruited by several different people because of the relationships he built through his shadowing and interviewing process. He went into every interview with the thought process that he would be the person doing the interviewing. This allowed him to see which organization and fitness manager would be the best fit.
After narrowing it down to three clubs, he made his decision based on the club that provided the best continuing education program and career opportunities. He attended a seven-day new hire training that helped him understand all the resources available to make his job easier. He came to work on his first day with a pressed uniform, neatly shaved, brand new shoes and name tag on. He understood the most important thing in business is to build strong trusting relationships! He knew he had get his name out there, meet and help as many people as he could, offer the best customer service and get the best results.
He confidently walked out onto the fitness floor and noticed someone struggling with the lat pull down. He waited until the person was done with his set, walked over to him with a friendly smile, introduced himself and offered a towel. He then asked the person what he was working on and what he wanted to accomplish. After a short conversation and a better understanding of the member’s needs, he asked him if he would like to go through a 30-minute workout.
After showing him several new techniques, he asked the member if he had ever done a consultation before? The member said no one had ever even said hello to him. Blown away by the trainer’s service, the member said he would love to sit down with him to learn more. During the consultation the trainer listened and gained a full understanding of the client’s health and fitness needs. He identified his most important goal, as well as the obstacles that have got in the way in the past. By the end of the consultation, he had a complete understanding of why his goals were so important to him.
After he finished with the consultation, the trainer had him complete several assessments to understand where he was at today so that he could track results along the way. He outlined a detailed resistance training, cardiovascular and nutrition/supplement program to ensure he achieved the results that he wanted!
The member was so impressed with his recommendation and confidence, he signed up on the spot. Building on the relationship during each session he learned everything about his client — kids, family, personal likes and dislikes and his favorite restaurant. He continually monitored his program, re-assessed to keep him motivated and had additional assessments to help change courses when something wasn’t working. They became so close he referred three of his friends and took him on a trip to Las Vegas, all expenses paid.
He devoted time each week to organize himself and made sure that his schedule was set, making room for clients and time to meet and help new people! Each day he would set a goal to learn new things, mentor new trainers, help members and was the most successful personal trainer in the club. He was doing 35-40 sessions per week, and had a six-month waiting list.
This short story and the others from weeks past, are good representations of what you may get in health clubs across the world. It also can be related to everything in life. “Winning is a habit, as is losing!”
Winners always have a tendency to win, and losers always find a way to lose! Both being equally difficult, losers have to make up for their losses and deal with the repercussions of poor performance. Winners work equally as hard, but understand exactly what they want and spend more time preparing prior to the end, while losers do all their work picking up the pieces. You have a choice — work through inspiration or perspiration, both are equally as hard!
The key takeaways for being a true health and fitness professional are; preparation, passion, continuing education — in all areas needed, not just the technical areas — willingness to reinvent yourself and confidence in your solutions.
Hopefully these stories sparked thought and helped you reflect on what type of brand you, or your club represents. Are you the exercise trainer, the certified personal trainer, or the health and fitness professional?
Jason Stella is the National Brand Developer of Fitness for Life Time Fitness. He is also a certified personal trainer, and specializes in muscle activation techniques. He can be reached at JStella@LifeTimeFitness.com.
