I’ve been a member of various gyms off and on for the past eight years or so. Thinking back this morning, it struck me when I realized that not once during that time, at any gym, have I ever been seriously approached to participate in personal training.
This includes at my current gyms (I go to two), which I joined less than a year ago. I recall that at neither was I asked about personal training during the orientation process, or after. In fact, at one of my gyms, I wasn’t even asked why I wanted to join, or what my goals were.
This is surprising considering the fact that personal training makes up a considerable portion of many clubs’ revenue. Now, having the experience I do working in the industry, I find it odd that not once have I been asked or consulted with to participate in personal training.
I’m not saying that I should be approached randomly while working out on my own by a personal trainer, critiqued on my squat, and then attempted to be sold. However, there are discrete and even creative ways to engage people with personal training.
For example, you could use your club management software (CMS) to track which members have never participated in personal training. Each month, do a random drawing of about five members, and inform them they’ve won one a free personal training session. Use that session to expose personal training to members who may have overlooked it otherwise.
In addition, it’s paramount that members be asked if they’re interested in personal training during the orientation process. Ask them what their goals are, and tell them that personal training may be the best way in which to reach those goals. This isn’t a lie or sales ploy — it’s no secret that a trainer’s accountability and expertise has helped countless members reach goals they they’d never achieved on their own. We’ve written countless member experiences on this!
Bottom line — be sure you don’t miss out on the opportunity to push one of your biggest revenue opportunities due to oversight, or an unwillingness to tell members how personal training can benefit them.
What are some creative things you do to encourage members to participate in personal training? Share your strategies!
Rachel Zabonick is the assistant editor for Club Solutions Magazine. She can be reached at rachel@clubsolutionsmagazine.com. Reach out to her about exciting events or programs your club has implemented, or to share the amazing accomplishments of a member.
