Moore suggests that club owners see coaching as an entirely new revenue stream, noting that coaching has the potential to be as lucrative as personal training. On average, coaches see lasting behavior change in 70 percent to 80 percent of their clients. Most personal trainers can't say that, she says.

“Your next new 10 percent [of revenue] could be from coaching because with coaching you're getting new revenue from new kinds of clients,” she says.

At ACAC, coaching has kept some new members from leaving the club, Harris says.

“The new members who get into coaching with a trainer or a nutritionist are shown that their membership is worth something,” she says. “[Club operators and fitness professionals] in the life-changing business are going to want to do wellness coaching in some form.”

To succeed with wellness coaching, clubs have to get outside of their own four walls, Klein says. She suggests working with hospitals, schools and community centers to let them know that you do more than just provide a good workout — you change lives. Due to Fit Forever's success, The Thoreau Club recently doubled the program's price to members and nonmembers.

Tips on Implementing a Coaching Program

• Educate your members

  “It took 10 years for the industry to accept personal training and another 10 years for consumers to accept it,” Klein says, adding that it's just a matter of time before coaching is as widely accepted as personal training is today. “If you're a club owner or operator, I suggest getting on the bandwagon.”

  Most people don't know what coaching is. Post information around your facility about coaching. Then, offer a free mini-consultation with a wellness coach so that members can try it first-hand.

• Give options

  If you're building coaching into a larger weight-loss or wellness program, give members the option to try other services at your facility, such as seeing a nutritionist, having a one-on-one yoga session or meeting with a personal trainer.

• Think beyond the short term

  New members are particularly well-suited to coaching because it can help them feel comfortable in the gym. Define what your club's vision is beyond selling more memberships. Find that message and market it to the community.

• Encourage workouts after sessions

  Many new members cite getting to the gym as one of the biggest deterrents to regular exercise. Since most coaching is done in the club, have your coaches encourage their clients to come dressed to work out. That way, members can easily work out following their appointment.

Want to use this article? Click here for options!
© 2012 Penton Media Inc.