IDEA Career Success Workshop – Biz Basics as an Employee
As part of our ongoing series; IDEA’s Career Success Workshop, let’s discuss Biz Basics. What are the basics to being successful as a Fit Pro? In this article, we approach the topic from the perspective of a gym or facility employee. If you’d like to consider it as an entrepreneur, check out THIS article!
Even as an employee, it’s important to plan for success. Too many fit pro’s start their career as a trainer, group exercise instructor, Pilates or/and yoga teacher in a gym or facility and assume that all they need to do is show up and clients will land in their lap. Unfortunately, that’s just not the case. Yes, as an employee, you do have potential clients in front of you every day. Members of your facility are your target market. But to attract and keep those clients, you have to learn to think a bit like an entrepreneur.
Building a Successful Fitness Career: Key Questions for Gym Professionals
For fitness professionals working in a gym setting, building a sustainable and successful career requires more than just a passion for fitness. It involves strategic planning, understanding client needs, and effectively marketing your services. Answering the following questions will help fitness professionals create a strong foundation for their career or business.
What Is Your “Why” for This Career or Business?
Understanding your purpose in the fitness industry is crucial for long-term motivation and success. Are you driven by the desire to help people live healthier lives? Do you want to specialize in strength training, weight loss, rehabilitation, or athletic performance? Defining your “why” gives direction and helps you stay committed, especially during challenges. Use THIS worksheet to determine your “Why”.
Who Is Your Audience and What Do They Need?
Identifying your target audience ensures that your services align with their specific needs. Your clientele could include:
- Beginners who need guidance and confidence-building
- Busy professionals looking for efficient, results-driven workouts
- Athletes needing specialized performance training
- Older adults focusing on mobility and longevity
- Individuals recovering from injuries or medical conditions Understanding their goals and challenges allows you to tailor your approach and provide the most effective solutions.
We will discuss this in more depth later in the workshop. For now, let’s start with the basics and go through an example. You work at a club whose members are primarily busy professionals looking for efficient, results-driven workouts. Knowing that, if you offer training times at 10a or 2p, you will likely never pick up new clients. You will need to work when your clients are NOT working – before 8am, 11am – 1pm (lunch break) and after 5pm. Those can be limiting hours so developing small group training options can increase your client base and provide a social, competitive environment. Perfect for busy professionals! Use THIS worksheet to develop your ideal client(s).
How Can You Uniquely Address What They Need?
To stand out in a competitive industry, leverage your unique strengths and expertise. Consider:
- Certifications and specialized training (e.g., corrective exercise, nutrition coaching, or HIIT programming)
- Personalized coaching that goes beyond workouts, such as lifestyle and mindset coaching
- Creating a welcoming and inclusive environment for all fitness levels
- Utilizing technology, like wearable fitness trackers or online coaching platforms, to enhance client progress and accountability Your unique value proposition should highlight what sets you apart from other trainers in your gym or market.
Continuing with our above example, take a little time to create specific aspects of your training designed to uniquely address your target market. Challenges, short term groups, or sport-specific groups are all great ways to encourage participation.
How Will You Tell Them About It?
Effective marketing is key to attracting and retaining clients. Use a mix of traditional and digital marketing strategies:
- Social Media & Content Marketing: Regularly share workout tips, success stories, and educational content on platforms like Instagram, Facebook, and YouTube. Be sure to stay compliant with your employer’s policies on social media.
- In-Gym Promotions: Offer free consultations, group workout trials, or referral discounts.
- Email Newsletters: Keep clients engaged with fitness tips, progress tracking, and promotional offers. Check with your marketing team, they may have a ready-made template for you!
- Partnerships & Networking: Collaborate with local businesses, such as health food stores or chiropractors, to expand your reach. This should always be cleared with your employer.
- Client Testimonials & Word-of-Mouth: Encourage satisfied clients to share their experiences, both in-person and online.
This will be club-specific. It’s important to understand the tools available to you as an employee. Are there branded newsletters or social media tools you can use to promote yourself? Will the marketing department assist in creating tools for you to use? Reach out and ask! Not only does this help you promote yourself, you can learn a bit more about marketing in the process.
How Will You Retain These Customers?
Client retention is essential for a stable income and long-term success. Strategies include:
- Personalized Programs: Adjust workouts to fit individual progress and goals.
- Regular Check-ins: Maintain ongoing communication through in-person meetings, messages, or progress-tracking apps.
- Community Building: Foster a sense of belonging through group classes, social events, or private online groups.
- Loyalty Programs & Rewards: Offer incentives for long-term commitments, such as discounts on package renewals or exclusive perks.
- Exceptional Customer Service: Always be approachable, professional, and genuinely invested in your clients’ success.
The Holy Grail of fitness professional success – KEEPING your clients. Keeping a client is always easier than getting a new one. And usually, doing what it takes to keep a client generates referrals – double the impact! Remember – you are the solution to your clients’ problems. Maintain that sense of service and you will be successful. Build a plan HERE!
What Do You Need to Stay in Business? Education, Legal Considerations, and Growth
To maintain and grow a successful fitness business, ongoing education and legal compliance are essential.
- Education & Certification: Stay updated with industry trends and continue your education through workshops, certifications, and seminars.
- Legal & Insurance Requirements: Ensure you have liability insurance, proper contracts, and waivers in place to protect yourself and your clients.
- Financial Planning: Budget for necessary expenses, including equipment, certifications, and marketing efforts.
- Time Management & Burnout Prevention: Prioritize self-care and efficient scheduling to maintain longevity in your career.
Many of these are gratefully handled for you as an employee – liability insurance, legal considerations, equipment costs, marketing expenses. But there are important things to consider. Education is probably the simplest way to stay relevant and successful. The human body and how it moves does not change. But our understanding of it is continually evolving. Couple that with popular exercise modalities and equipment and it is imperative you never stop learning! Maintaining your certification with continuing education should be a constant priority. Map out a plan HERE.
It isn’t Always About the Client
Self-care and mental health are having a moment with people more focused on these aspects than ever. And rightly so. Constant stress is not healthy. Utilizing smart time management skills and techniques helps you minimize stress and maximize your effectiveness while avoiding burnout. Remember, YOUR health and fitness matter too!
A career in fitness is rewarding but requires strategy and planning. By identifying your purpose, understanding your audience, effectively marketing your services, and investing in client retention, you can build a thriving and sustainable fitness business. Stay committed to lifelong learning and adapting to industry trends to ensure long-term success in the field.
