With the growth in fitness-specific curricula in colleges and universities, new graduates are becoming an even more important human resource for the fitness industry. What employers may not expect, however, is who comes with these new hires: their parents. The current graduates, who belong to the generation known as the Millennials, have entered the workforce with a different parental relationship from that of previous generations in that it tends to be more of a friendship or a partnership.
Fancy television ads, colorful magazine spreads, eye-catching direct mail pieces. What do we truly hope to achieve with our ongoing marketing efforts? The answer: satisfied paying customers. However, with tremendous competition in the fitness industry today, traditional forms of advertising are no longer enough to garner significant results in most markets. It’s time to step it up.
Does the following scenario sound familiar? After interviewing a young college graduate for a front-desk position at your fitness facility, you get a follow-up call, not from the candidate, but from her mother. “I am calling to let you know what a great young lady Amy is,” the mother says. “She is very eager to start working, and I know she’ll do a great job. So what do you think?”
As a group fitness instructor, you seek out innovative choreography, purchase motivating music and put on your biggest smile in an effort to keep people coming back for more. While relating to participants may seem most pertinent, don’t neglect the critical connection with your group fitness director. Since this individual is typically the one who hires and fires, determines the class schedule and decides what equipment to purchase, it’s important to establish a positive and productive relationship with him or her.
According to the Kiplinger Business Resource Center, “The United States economy in 2008 should limp along, with little or no growth in some quarters and a lousy feeling to many businesses and consumers” (Idaszak 2008). When economic conditions create a difficult market, the fitness industry must respond quickly in order to weather the storm and prevent financial problems. Begin by reviewing your budgets and identifying costs that appear superfluous or redundant.
It used to be that only those with disposable income availed themselves of personal training services. Now that more middle-class consumers are turning to personal trainers, the field has become even more competitive. That means trainers need to find a way to separate themselves from the pack. One way to do that is to generate more sales.
Unfortunately, most trainers are ill-equi...
About 30 years ago, the first wave of
group fitness instructors (known then as aerobics teachers) got their start in
an industry yet to be defined. Many of those people are still teaching and
training, yet as the industry grows and changes, continuing to shape itself,
the need for a steady influx of teachers is evident. Since the world of fitness
is radically differ...
Call it a destination, a haven, a
community or even a resort—but the one thing you won’t be calling Life Time
Fitness is just a gym. With attractions ranging from indoor/outdoor water parks
to hair and nail salons, basketball courts to rock climbing caverns, a kids’
computer center to a full-service spa and café, Life Time Fitness creates a
complete family wellness ...
At some point many personal training entrepreneurs decide they need assistance running their business. Are you trying to balance everything—training sessions, employee issues, business and financial matters, building and supplies, etc.? If so, it may be time to make a change. If you are at a juncture in your business life where you are feeling overwhelmed, stagnant, disorganized, fr...