Too funny, I just finished reading an e-mail from Alwyn Cosgrove (of Results Fitness in the States) about how personal trainers are perceived in the eyes of potential clients. It was pretty thought provoking and relevant to your question, so thought I would share:
As whole, personal trainers, our entire industry, we are
marketing at a minus ten.
That is how we are perceived in the eyes of potential clients.
Who is the most famous personal trainer in the world right now?
Not who you think is the best, but who the general population,
your potential clients think is the best.
You can go and ask people on the street, in your family and
even your clients. Ask them who is the most famous personal
trainer in the world or even the U.S. and most common answer
will be – Jillian Michaels.
Love her or hate her training methods, that is what people
think personal trainers are and act like. How she trains her
clients on T.V., most people think that is normal and that
is what all personal trainers do.
If you poll most Americans, the second personal trainer on
their mind is probably Richard Simmo ns. Everyone knows who he
is and thinks his aerobics types of exercises is how some
personal trainer sessions, and group workouts, like bootcamps,
Most people have no idea who great coaches and trainers
like Mark Verstegen, Mike Boyle or even you are.
Sad but true.
Have you ever seen a TV show where there was a personal
trainer on it like Seinfeld or Friends? Is that personal
trainer ever been a professional person or have they always
been some kind of goofy muscle head or aerobics girl.
They were never portrayed professionally.
How about pictures of personal trainers in magazines and
on the internet?
I just saw one the other day with a ÔÇÿtrainer’ standing by while
his client performs an isometric overhead hold. An isometric hold
for an overweight client? The physiology is garbage there
but the coaching style is aw ful.
The other common pictures of personal trainers are images of
them jacked and wearing almost no clothes. That’s pretty intimidating
for a person looking to try personal training for the first time,
We are marketing at minus 10. We are fighting the media’s stereotypes.
We have to do everything right to get to zero.
This is when trainers tell me that they don’t do marketing or they
don’t think marketing works.
It does work, you just have to do it right. Is it going to be easy?
Of course not, but every successful business in every industry
markets and markets well. To survive in any industry and take your
company to the next level, you must be marketing.
Learning how to market correctly is how constantly grow our gym.
Plus, we need to get our message out there to the masses.
We need to let everyone know that the re are great trainers and
coaches out there and that the fitness industry is full of
professionals. That we are not the stereotypes portrayed by the
media, we can actually help people change their lives.
Help spread the word by becoming the best trainer you can be then
marketing your professional services.
If you want to learn exactly how we market at Results Fitness, check
out our new Counting Reps to Counting Revenue Course today. It is our
fitness business blueprint:
Counting Reps to Counting Reveue
To your success,