Hiring Trainers Who Motivate Clients
By Jim Annesi, PhD
magine taking the guesswork out of hiring qualified, competent and skilled personal fitness trainers capable of motivating and
What Traits Work?
Research for the study was conducted in fitness facilities in the Northeast and Midwest United States. Supervisors of five training departments were asked to select (from a prepared list) specif...
In the fitness business, where many personnel are part-time, employee conduct can easily be overlooked. Given their schedules, some fitness facility employees may not even have contact with management. Continued success and growth depend on a code of conduct that goes beyond such basics as punctuality and appropriate dress. If your facility doesn’t have a standard operating procedure that governs staff conduct, now is the time to start one. The areas of concern dealt with in this article are some of the most important ones to be addressed.newsletter_teaser: In the fitness business, where many personnel are part-time, employee conduct can easily be overlooked. Given their schedules, some fitness facility employees may not even have contact with management.
When college football recruiters started taking an interest in my son’s skills on the gridiron, I came to a useful realization: When it comes to attracting talent and developing winning teams, head coaches and group fitness directors have a lot of parallel priorities. newsletter_teaser: When college football recruiters started taking an interest in my son’s skills on the gridiron, I came to a useful realization: When it comes to attracting talent and developing winning teams, head coaches and group fitness directors have a lot of parallel priorities.
If you think your biggest expense is payroll, which is what I often hear when I ask fitness facility owners and managers, you’re mistaken. In my experience, attrition—the number of members lost compared to the number of members overall—is the real financial sinkhole. When I ask people what their attrition rate is, they tell me they’re losing an average of 30%–45% of their members each year.
newsletter_teaser: If you think your biggest expense is payroll, you’re mistaken. Attrition—the number of members lost compared to the number of members overall—is the real financial sinkhole.
Are you curious about how the european fitness market is prospering? Here are some insights from The IHRSA European Health Club Report: Size & Scope of the Fitness Industry, which includes data from 32 “health club” markets.
Understanding why members remain loyal to fitness facilities may help managers and owners with their direct marketing efforts—and beef up retention rates. Here are the top reasons individuals stay members, says the most recent IHRSA Health Club Consumer Report: 2012 Health Club Activity, Usage, Trends & Analysis, produced by the International Health, Racquet & Sportsclub Association.
I use flash sales, which consistently help me attract new clients. Offering a deep discount through a flash sale for customers who sign up within 48 hours always encourages even the most intimidated client. I normally hold a sale whenever I have space for a new person. The dis- counted price lasts for varying lengths of time (1 month, 3 months, 6 months, etc.). I advertise on my website, Craigslist and Facebook and even in “old-fashioned” fliers. This promotion hasn’t failed me yet; if anything, I have too many new clients. You definitely have to know when your caseload is full.
Experts agree that employers need to invest more in staff training and development to create stability, boost retention and improve the consumer experience. This is a particular challenge for many large-chain, membership-based fitness facilities. Rather than nurturing and training a newly hired personal trainer for exercise life- style programming and customer service skills, some fitness facilities orient trainers to be salespeople whose wages depend on commissions.
We all want to belong to something. We all want to be a part of something bigger than ourselves. A group. A club. An association.
To reach our highest potential, we need to go beyond thinking of our “customer base” and our “employees” and start thinking of our tribe. You may have a group of clients or a number of employees, but that is not a tribe. In a tribe, people feel a deep affiliation with— and take pride in—your fitness business.
Fitness facilities are in the business of making members healthier, and for some that commitment extends to the environment. The shades of green vary widely. For example, some facilities have done a complete retrofit to include solar water systems and ellipticals that return power to the grid, while others have made more modest changes, such as using nontoxic cleaners and switching to paperless communication with members. Large and small, each step makes a difference in the overall footprint.