The foundations you build for your personal training business matters.
Many PT’s enter the industry – fresh from their courses, with no idea how to operate their business. And they continue like this until one of two things happen. Either they struggle to make any money and are forced to quit within 12 months, or… continue on, in misery earning below poverty levels for the next few years until they’re totally wiped out.
Below, I’ve outlined 7 foundational steps you must implement into your personal training business if you want it to succeed. Here they are:
1. Choose Your Specialty
Who’s your main focus?
You can never be everything to everyone. Sadly, most trainers think they are. Thinking that everyone who walks through the door is a client is how a poor trainer thinks.
However, the rich ones are those who are confident enough to step back – and narrow their focus to a select group of people. What segment of your market do you want to attract? Is it weight loss for females? Pilates/yoga, Boxing, Female bodybuilding preparation, Male bodybuilding preparation, pre/post natal – and so on.
The choices are endless. And the more narrow your niche, the easier it is for people to find you. The more expertise you’re perceived to have. And the higher you can charge.
You see, your customers are everything. And before you’re able to market and sell effectively, you have to know who your best customers are – and the types of people you want to attract into your business.
Customers are not created equal. If you’re out there believing everyone is your potential client, you can forget about making it in this career. The trick is to segment and categorise the type of clients you want in your personal training business. And once they’re defined… you’ll have a clear path where to find these people. You’ll know them inside-out; what their desires and fears are. Their motivations and struggles in life. When communicating, you’ll instantly be ‘the one for them.’ And you’ll form a marketplace connection like no other trainer could ever do.
And this is only possible by choosing a specialty and becoming an expert in that field.
2. Personal Training Business Name
All successful businesses have one.
But, it’s amazing how many PT’s don’t. Make sure your personal training business name is catchy and easy to pronounce. Promote and use it everywhere. Soon, it’ll linger in people’s minds – and they’ll never forget who you are.
Let’s say you’re running a promotion. Let’s compare what’s more appealing to your customer:
Contact John Smith
Contact Successful Weight Loss Systems.
You see how the personal training business name ‘Successful Weight Loss Systems’ is much more appealing than just a ‘persons’ name. Also, the second example demonstrates what the business does. It cuts out the clutter – and attracts those looking for exactly what they want. In this case, successful weight loss.
What’s more, the prospect looking to lose weight instantly knows that you’re the specialist in weight loss – and nothing else. In other words… you win the sale over your unorganised competition.
When running a promotion, people identify when they see your logo.
It also represents who you are. Make sure it’s simple in design and never too complex. Take a look at the famous logo’s you’re familiar with. They either contain 1, 2, 3 or 4 colours, maximum.
Our brains can identify with simplicity. Most famous brands know this. When designing your logo, ask yourself these 2 questions:
Is it simple? And is it unique?
You don’t want to rip-off other people designs. You’ll only be hurting yourself. Once you have it, use it everywhere; on your website, forms, stationary, business cards, flyers – and the list goes on. You want people to identify with you, easily.
Take a look at these extensive famous logos from large companies around the world. Do you notice a resemblance between them all?
4. Business Card
Your personal training business card is an extension of yourself.
Make it exciting – so people want to keep it. Most PT business cards I come across are BORING. They contain the PT’s name, email and phone number. That’s it. No WOW factor – no nothing. And please, don’t go to some cheap online printing service that prints out 1000’s of cards for a few dollars.
A cheap card tells the prospect that you are cheap. And you don’t want that. Pay some good money and go to a well-known graphic designer in your area. Make the card appealing – so people want to keep it.
This is important: On your card, have an offer. Tell your story. Include bonuses and special web links. Have a call to action – and get people to sign up for things. Make it your mini brochure.
And please… don’t include 8 different specialties like every other trainer does. No one believes you. If you’re a specialist, you’ll be a specialist in one thing. Whether it’s bodybuilding for females or males, boxing, weight loss for women or quick body transformation specialist – choose one – and state it. It’s more believable that way. And it has more impact.
5. Measurement Sheets
Your client’s progress is important.
Clients choose a Personal Trainer so they don’t go through the overwhelming process of self-measurement and analyses.
The more you do for your clients, the more valuable you become. Measurement sheets give you 2 advantages. First, you’re able to set goals and see which areas you need to focus on more. Your clients become more ingrained to succeed – and commit to their sessions.
Second, it acts as an excellent follow-up strategy. If you have a record of your prospects’ initial measurements… it serves as an excellent excuse to follow-up and reason to call to see how they’re doing.
All successful personal training businesses keep a record of their clients measurements and progress.
6. Feedback Analyses
Without feedback, you’ll never know how you’re performing.
When clients ‘don’t feel it with you anymore’ – you’ll never know the reason why they left. A periodic feedback session is an excellent way to keep giving more of what they like… and less of what they don’t.
Analyse and take a look at the clients who’ve stayed with you the longest – and those who are paying you the most. Ask yourself… ‘Why?’
Are you treating them in special ways that you haven’t noticed before? Do you get along with them in different ways? Do they all have similar jobs, values and outlooks on life?
You’ll be surprised that your best clients are very similar in nature. When you have time, take a moment and reflect back on this very important aspect of your personal training business.
Doing so is an excellent way of knowing your target market and who you work best with in your personal training business. You’ll know how to put yourself out there easier – and give people exactly what they want.
7. Client and Trainer Agreement Policy
Also known as your ‘contract,’ this is probably the most important piece if you want a happy personal training business.
It outlines what your responsibilities are – and what you expect of your clients. It also outlines your cancellation policies, time allocations, nutritional check-ups and so on. It’s there so your clients realise you’re serious – and they won’t try wriggle out and cancel on you.
An initial 12-15 week agreement works well and it’s an excellent way for your clients to form great relationships with you – and stay longer.
A simple agreement policy does all that, plus more.
Customers love dealing with personal training business professionals who take themselves seriously and value their work. Setting your ground rules from the start sets up an excellent relationship – with any client you come across.
It’s a good idea to put these 7 foundational steps on a piece of paper – and get working on them. They are crucial for the long-term success of your personal training business. Plus, did you know that the top 2% of fitness professionals who are earning over 6 figures have these exact policies and systems in place – and the ones struggling, don’t?
Which category do you want to be in? You’re destined to be great – and make lots of money in your personal training business. You have the gift to make it happen, now.