Evaluating personal trainers’ performance is one of the primary functions of any fitness manager. But how do you evaluate your trainers’ performance besides revenue generated? After all, that can vary greatly depending on package sales and the time of year.
Here are some critical key metrics you should analyze to determine performance from your staff
Retention: What is the average length of time a client is with your trainers? This shows how your trainers are servicing your clients on a regular basis and how consistent that service is delivered.
New client acquisition: How often does the trainer bring in new clients to their portfolio? Every trainer will and should lose clients. Either the client has reached their goals and is on a maintenance phase or by normal attrition (i.e. moving, job change, death), trainers will lose clients. The ability for the trainer to bring on new clients is critical for long-term stability and growth of the personal training department and the trainers.
Average session cost: How much on average are your trainers’ hours worth? All trainers should have an idea of what their hour is worth. This can be dependent upon education, experience, demand and schedule availability, and should be determined by the fitness manager. By looking at the average of what the trainer actually performs in sessions and what rate those sessions are, the manager can then determine what the clients are willing to pay to work with that person.
By paying attention to these key metrics you’ll be better able to evaluate your trainers’ performance. After all, a one-metric approach is never a good idea for any evaluation strategy.