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Prioritize Nutrition in the New Year

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Today’s fitness business customer is in bad shape, literally and figuratively. They are relying on the fitness industry to solve more than one area of their lives that they’re getting failing grades in. With the fitness industry falling into the “service industry” category, having more than one, or a few services, is growing more mandatory than ever before. Providing you want to stay in business, that is.

As a fitness business owner, operator or general manager, how would it sound to have a proven and systematic nutrition coaching solution to not only serve your customers, but also one your team can confidently stand behind? 

As a business you want to serve your community in a more powerful way that you can feel great about. Not everyone has to exercise, but everyone has to eat food. By providing an education-based nutrition solution, your team feels more empowered, professional and authentic. There is no “sale” when you’re providing a solution that most people struggle with the most.

If you’re like many business owners, you’re looking for ways your staff can grow and thrive. What better way than to create a new profit center with nutrition? It’s much easier to create new capital than to dip into already lean profit margins.

Many fitness pros today become frustrated by nutrition solutions that don’t align with their own philosophy or values. Additionally, most nutrition solutions rely on a supplement component your team may or may not believe in, leading sales to fall flat. Or finally, it’s just too much of a hassle trying to figure out how to scale nutrition to make meaningful revenues; so it ends up getting pushed back with other priorities taking precedent.  

Start 2019 with an open mind as to what is possible for you as a fitness business in terms of being a full-service facility. Increase your core services to include what today’s fitness industry customer is searching for — Hint: the 100 percent solution to their health and wellness problems. I encourage you to bump a nutrition solution back up to the top of the Totem Pole as a major priority for your business.  

Addressing nutrition in such a way that resonates with your team, community and bottom-line will help you to go from a frustrated business operator to a total super-hero rainmaker.

Carolyn Fetters is the CEO and founder of Balanced Habits. Co-owner/husband, Paul Fetters, can be reached at paul@balancedhabits.com, 970.507.8008 or balancedhabits.com.

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