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