There is a reason why clients latch on to data when it is given to them — they crave control of their fitness or wellness plan. They want to predict the results of your program before they even start and know right away if their efforts will be worth the work. So how can you give clients personalized, accurate data in a way that leaves them feeling secure in your program?
Center the Experience on the Client
Most clients will come to your facility with their fingers crossed this class or that elliptical will help them reach the goals that led them to sign up for your gym in the first place. When you can offer your client accurate data about their body and their workout experience, their attendance then becomes less about the generalized gym experience, and more about your one-on-one interaction that will guide their workouts — even when they are following their personalized instructions from their spot in a class or a group training.
Accurate Data + Follow-Up Instructions
It’s not enough just to gather random data and hand it over to your client. You need to verify your client understands the data and believes it is accurate. If there is any indication their data might be bad, or they are not given clear follow-up instructions — i.e., “Workout in your Green Zone to burn more fat” — they can feel discouraged or blame your company for an ineffective program, and may never come back. However, if they feel their information does reflect their body’s abilities and needs, and they understand what to do with it, they will feel more motivation and determination to adhere to the program.
Deliver Real Results
Real data delivers real results. Plain and simple. If you give your client a VO2 Max test, and they follow their trainer or their VO2 Max app’s training protocols, they are guaranteed to lose weight and improve their stamina. That’s how science works. Help your clients track their progress by continuing to show them data throughout their experience. Then, when they compete in the marathon they have been training for, they will tell their friends about how integral your facility was in preparing them for the race, which makes for great word-of-mouth advertising.
Give your clients real data, unique to them, that will deliver real results and a reason to come back. They keep you in business, so give them the data they need to succeed.
Allison Law is the marketing manager at KORR Medical Technologies, a company that manufactures VO2 Max testing equipment. She may be reached at support@korr.com.
