Personal training is a great source of ancillary revenue for many club operators. But in the face of increasing competition from boutique training studios and online workouts, how can a club maximize its training offering?
In episode #03 of the Club Solutions Magazine podcast — sponsored by PowerPlate — host Rachel Zabonick-Chonko spoke with Katie Allen, the fitness manager at American Family Fitness, about tips for maximizing personal training sales and customer service.
Sponsored by PowerPlate:
Show Notes:
- Not only are operators competing against boutique training studios, they’re also competing against online videos and trainers on social media. Clubs can differentiate through the knowledge and education of their trainers — as not all trainers on social media have the proper credentials.
- It’s important for clubs to educate their members on the benefits of having a trainer that can provide personalized, in-person instruction. Market your trainers to get them in front of the membership.
- Allen encouraged trainers to have specializations, so they stand out and have a unique selling proposition.
- Whenever American Family Fitness hires a trainer, the goal is for them to be able to have and develop their own business — even if they were to leave the organization.
- American Family Fitness provides ongoing continuing education for its trainers, with resources from ClubConnect and NCCPT.
- Additionally, Allen is huge on properly onboarding trainers. Allow them to shadow other trainers and meet the members — engrain them into the culture before putting them into a sales type situation. Ensure everyone is on the same page to ensure consistency throughout all locations.
- Building sales skills in trainers: Most people became trainers because they’re passionate about fitness and helping people get healthy. Said Allen, “90% of the trainers I hire have no sales skills whatsoever.”
- As a result, sales training is important. “We just want them to have a conversation with the member that identifies how they can help,” said Allen.
- Allen believes it’s important to set goals for trainers. Have team goals and personal goals — i.e., revenue goals, educational goals, etc. Meet frequently individually and have a plan for the month on how to succeed.
- Hire wisely and treat kindly, said Allen. Find people who work hard and are passionate.
- Allen discusses the role of technologies, like Myzone and Trainerize, in a training department. However, she said, “All of the technology in the world won’t replace just general accountability with your trainers.”
- Common mistakes trainers make when selling packages: Not understanding a customer’s goals and what’s going to be best for them. In addition, visibility on the floor.
This episode of the Club Solutions Magazine podcast is sponsored by Power Plate:
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