The keys to seeing an increase in personal training revenue are in understanding your members’ motives and emotional reasoning to purchase personal training. Fitness managers and personal training managers need to look and listen to their members’ needs and how trainers are responding to them. By understanding why members are compelled to purchase personal training, your trainers can better serve them. Here are seven reasons why members purchase personal training and how to reach out to them based on their reason:
To find the athlete within. Take the focus off the scale and direct it toward winning instead. By addressing achievement in your members’ workouts, members may want to work toward an athletic status with your club. Invite members to try their hands at a plank, a push-up or a pull-up, while you push them to do a few more reps. Stand at the finish line when members step across it so you can encourage them to push harder to shave off a few seconds from their time. Using this strength assessment will make your members want your help to climb to a higher level.
To perfect their exercise form. Whether it is a new program, lack of progress in their current program or starting a new trend, take the opportunity to teach, coach or educate members about their form. Members do not want to get injured or do an exercise incorrectly. Show them the value in purchasing training to solve these problems. Trainers can start with a demonstration session or educational seminar to introduce their services. By taking members away from the workout floor into a safe and judgment-free workshop scenario, you help members see the benefits of taking the extra time with a trainer to learn how to do exercise properly.
To buddy up for two-in-one training. Some members are more apt to do personal training if they can train with a friend or family member and share the cost of the programming. The healthy competition and camaraderie of this type of training is a successful pair. Buddy training can lead to faster results, higher retention and the opportunity to hold that loved one accountable. Members will sign up with a friend if that means it will keep them focused on a fitness journey.
To achieve a fit feeling. Some members are compelled to purchase personal training to get the increase in energy that a regular workout delivers. Aggressive trainers will review assessment results regularly and include a discussion on the members’ overall “fitness feeling.” It is helpful for these trainers to chart the feelings on a progress sheet and perhaps even send home report cards or status updates assessing that the conversation always returns to how great the fitness feeling really is.
To make it past a plateau. When members are no longer seeing results from their workouts and they have an event coming up that they need to look their best for, members will jump to purchase training. Direct the member to the expert, when and if, the results slow down. Offer a restart package to those in need. Post member results throughout the facility. Send out coupons to those who have not yet tried the new programming options offered in the club and by all means, pull the plug on the treadmills at least once a month to get the regulars into a new pattern.
To comply with their doctor’s prescription for more exercise. When the doctor reports your health has been affected by inactivity, members will be compelled to purchase training. Health concerns related to an increase in body mass index, waist to hip measurement or scale weight will lead members to turn to fitness professionals who can offer assistance and accountability. Their biggest concern is how to start safely and effectively. Due to the increase in health status concerns, the professional must be willing to partner with the medical professional in the area. Certifications, licensing and degrees will be assessed by the population seeking to really improve the health status. Market the educational levels of your staff and start relationships with the medical professionals directing the members your way.
To join in on the trends. Their friends are all doing it, social networks are promoting it and it worked for the gal next door are all compelling reasons that a member will purchase programming. Empower your trainers to take the steps necessary to lead the group, hang from the ropes, throw the balls and run through the hoops. Bring the expert to your club and tease the member with what is coming because everyone wants in on the trend. Keep the members in your facility by launching a popular new program monthly for the next six months. Members will be compelled to purchase when your facility offers trendy and updated programming.
Take time to assess why your members are driven to purchase. Be able to assess the emotional reasoning behind the drive to train. Tie in the why behind the buy to attract new members to personal training and help out your bottom line.
Ann Gilbert, director of fitness for Shapes Fitness for Women, leads a team of more than 350 fitness professionals. She is a known presenter and has received the IHRSA/ACE Trainer of the Year award. For the past 10 years, Gilbert has served as a faculty board member for the Shapes Academy, an internal educational resource for continuing education. Gilbert can be reached at annfitt@verizon.net.