Six Strategies for Surviving Tough Economic Times as a Personal Trainer
By
Jim Labadie
Some personal training businesses are struggling mightily right now, but
others are thriving. Why? What’s the difference between the two? This article
will discuss those differences as well as specific ideas and strategies to help
any personal training business or department not only survive but prosper.
Written goals
So simple and obvious, yet so overlooked. Why is it that personal trainers
will sit down with new clients and set fitness goals for them, but they won’t
take the same short amount of time to do the same for their business? The
reasons are numerous but beyond the scope of this article. What’s important is
that personal trainers set written goals for their business immediately.
Marketing and financial plan
Once the personal trainer has his business goals established, a fitness
marketing plan needs to be created to reach those goals. Again, trainers will go
to absurd lengths to perfect a fitness plan for a client yet barely have a clue
as to how they will meet their financial obligations. It’s imperative fitness
professionals understand that while economic recessions don’t last forever,
another one will be coming at some point. Having a personal financial plan to
weather the “rainy days” is common sense, but it’s often ignored by most
people—not just personal trainers.
Retention, retention, retention
A personal training business needs to focus on keeping the clients it already
has. Again, this is very obvious, but many personal trainers panic when new
business stops coming in regularly. In their efforts to attain new clients, the
current ones suffer. Making certain that current clients are thrilled with the
service they are receiving is the first step in the personal trainer marketing
plan.
More networking
Now is not the time for any personal training business to stick its head in
the sand, so to speak. Now is not the time for head scratching wondering what
went wrong. More than ever, personal trainer marketing requires cost-effective
methods for reaching new prospects. And few methods are better than getting out
of the gym and meeting those prospects face-to-face at local networking events.
More public speaking
Does it make more sense to sell to one person at a time or fifty? Going out
into the community and giving presentations on fitness is almost always at no
cost to you—other than time and travel of course.
Networking events are the perfect place to seek public speaking engagements.
Typically, many attendees belong to groups and organizations that bring in
speakers to educate their members at meetings. And there aren’t many of these
events uninterested in health, fitness, and weight loss.
More affordable, short-term programs
Not everyone is interested in hiring a personal trainer. However, they may be
interested in a series of workshops on a particular topic related to fitness.
Not only can these offerings be made available to attract new business, but
consider presenting these types of programs at a discount to current clients.
Remember, the people most likely to spend money with a personal training
business are the ones who already are.
Jim Labadie is a fitness entrepreneur, personal training sales expert, and
speaker. You can download a free copy of his ebook, “63 Must Have Sales Tips for
Personal Trainers” at www.ptsalestips.com.
Elite Fitness Systems strives to be a recognized leader in the strength
training industry by providing the highest quality strength training products
and services while providing the highest level of customer service in the
industry. For the best training equipment, information, and accessories, visit
us at www.EliteFTS.com.
