Do your potential clients actually see what you do as anything different than one of those cheap $50/month bootcamps or the spin class at the commercial gym (which they don’t pay any additional fee for)? From the outside looking in, all the fitness consumer see’s is a group of people getting sweaty. And one’s a heck of a lot cheaper than the other!
With more personal trainers and gyms popping up every week we are seeing a dangerous trend emerging in the fitness field, and that is price-cutting. Too many fitness businesses are starting to compete on price. They continually lower their prices thinking that if they get their prices low enough, none of the other fitness businesses will be able to compete with them. And from the outside looking in, our potential clients may not see any difference between the structured programming that you’ve put together to ensure them results, and the one size fits all workout of the day.
And they may never know that there is a huge difference, unless you can get them in front of you and educate them on what they need to be doing. But how in the heck do you do this when your prices are so much higher?
Group Training to the Rescue
If you have not introduced some sort of group training into your business, you are going to miss the boat and your business will suffer. I’m not saying that 1-on-1 training is dead, but you need to have an offer for people who cannot or are not yet ready to spend big bucks on fitness. And from a business stand point; this is one major advantage of group training. It allows you to offer people a low hanging piece of fruit to pick and sample to see if they like it. We sometimes forget that fitness is an acquired taste, and not everyone is going to fall in love after their first bite. As we all know, sometimes that first bite can have the bitter taste of lactic acid and DOMS.
This is what a lot of potential clients think of fitness!
”From the outside looking in, all the fitness consumer see’s is a group of people getting sweaty”
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But if they eat it enough, and we know they’ll love it!
But if you can offer a new client the chance to come back and try a few more pieces of your fitness fruit, they are going to realize that it’s not always going to wake up the next day and feel every last muscle in their body. They will start to get hooked on those endorphins that they had read about in the latest magazine article.
The Fitness Experience
Do you offer some sort of trial or short term membership so that potential clients can try it out for under $100? Something where they will have the chance to come in numerous times over a 2 to 4 week period and acquire the taste of fitness? This is an essential offering in today’s competitive fitness market, but it’s a hard thing to do if you only offer 1-on-1 training. So if you’re not offering this service you may want to take some time and look at it.
But I Love 1-on-1 Training
If you love doing 1-on-1 training, I’m not saying you have to stop doing it, or stop making it your main service. You could “upsell” a lot of these people that come in and purchase a trial group training experience into 1-on-1 training. But now you have an offer to compete with all those low priced bootcamps and gyms to at least bring those people in the door that don’t see a difference (yet!).
Too many trainers are getting frustrated with this shift in the market, and their business is suffering but there is a solution. And it’s as simple as putting a few group training sessions onto your schedule to help bring people in thru your doors. If you found this article helpful, please click the share button below so we can continue to grow the fitness industry on quality, not just price!