Tis the season for holiday sales, right? You see them everywhere. Everyone is having sales. I get it. It’s the end of the year and the volume of sales makes up for the loss in markup. Even gyms and health clubs are having sales. There are discounts on personal training, group fitness, and special programs. The question I have is should there be sales on health and fitness?
A debate that has been going on for many years is the idea of discounting health and fitness services. On the one hand, everyone does it and the public has come to expect sales and discounts. On the other hand, many fitness professionals believe that discounting diminishes the perceived value of their services. A frequent rebuttal is, “Your doctor or physical therapist don’t have sales or give discounts.” I’m inclined to agree with that viewpoint. Most clubs still discount personal training based on the number of sessions that you buy. Buy 1 and it’s x. Buy 10 and it’s 0.8x… 24 and it’s 0.6x. If the trainer is paid based on a percentage and not a flat fee, they get paid less for larger packages. That does not incentivize them to sell larger packages. Not to mention that the people that can afford a 24 session package don’t need a discount.
Discounts are for products, merchandise. If you want a holiday promotion, discount your merch. Or use your merchandise as add on value for service purchases. Give a T-shirt away when someone buys a program.
You could discount your monthly membership as that in itself is not a service, but I’d still rather you add to rather than decrease. i.e. add a merchandise giveaway or add extra month or two onto a membership. Aanndd… if you have any initiation fee or joining fee or processing fee, we all know there is very little cost to having someone join. So, its real purpose is to use it for discounting or waiving as a promotional tool anyway. Do that.
I know that you’re getting my thoughts/opinion on this and you may feel differently, but… give this some serious thought. Just because it’s the season of sales and discounts, doesn’t mean it’s what we should be doing. IMHO
First let me explain what impostor syndrome is. An article on Time.com poses the question, “Have you ever felt like you don’t belong? Like your friends or colleagues are going to discover you’re a fraud, and you don’t actually deserve your job and accomplishments?” The article goes on to say that 70% of individuals feel this at some point in their lives. Most people are afraid to admit this because they assume that if people find out, they may not continue to give them the same opportunities or look at them in the same way. Because I know that so many others feel or have felt this, I’m not afraid to admit it. I have felt like an impostor on many occasions. I also know that I shouldn’t feel this way. I’ve worked very hard to reach my various goals and my level of expertise, but still I have those doubts. I’m sure there are reasons that so many of us feel this. For me, maybe it was growing up as the third of eight kids. Maybe I felt I had to work hard to get out from under my older siblings’ shadows. Who knows? I don’t need to know why.
Recently, in a book that I was reading, the author made a point that there was an upside to suffering from impostor syndrome. That is, because somehow we don’t feel we’ve earned our success, we end up working extra hard to make sure that we get it right. I feel that’s very true. We need to feel that we’ve put in at least as much if not more than anyone else to prove our right to be where we are. Rarely are we satisfied, and that is a strength. In talking about his climb to success, Arnold Schwarzenegger has said that, “I always stay hungry, never satisfied with current accomplishments.” and I believe that is us, too. I’m my own worst critic and it keeps me on my toes and always trying to do better.
If you are one of the many that suffer from impostor syndrome, know that you’re not alone… far from it. Know that it can be an asset and help you attain even more success, if you let it. So, stay hungry, keep getting better, accept your achievements (because you deserve them) and move on to the next challenge. Best wishes going forward!
I know many of you are immediately anxious at the idea of getting up in front of people and speaking. Of course, there’s a name for that, glossophobia. This fear of public speaking is a very common phobia and one that is believed to affect up to 75% of the population. At the same time, it is one of the best ways for you to market yourself and your business. In presenting valuable information to an audience in a professional, entertaining way, you can go far in getting people to know, like, and trust you and that is at the heart of marketing.
Getting comfortable with public speaking is, for the most part, a matter of just getting up there and doing it. With time and experience, it gets easier to do. Here are some simple tips to get started (and it’s not about picturing your audience naked):
If you can, take a public speaking class and/or take an improv class. Improv is a great way to get confident in your ability to “come up with something” in front of an audience. It also allows you to throw in humor in a natural way, in the moment, and not sticking in a planned joke that rarely works. When you can do that, your anxiety level will be much lower.
Plan a short presentation. Getting up for 5 minutes is a lot less daunting than for an hour or more.
Make it about something that you are passionate about, something you’d be excited to share with others.
Start with a “safe” audience. Friends, family, and colleagues are less likely to make you feel nervous and can make for a great initial audience.
Whether you are using notes or doing a Powerpoint presentation, don’t script it. Bullet point the information you want to address, but know the topic well enough that the bullet points simply keep you on track.
Tell stories when you can. People find stories that make your case more engaging than a straight up list of facts.
Look for new opportunities to speak. Maybe it’s doing a short presentation in front of the local Rotary Club, Kiwanis Club, Chamber of Commerce, PTA, etc. (i.e. Pecha Kucha is a form of presenting that is 20 presentation slides (usually very visual slides) that are up for 20 seconds and then automatically move to the next slide. The whole presentation is less than 7 minutes and can be a fun way to get started speaking in front of strangers. See if there are any taking place near you.)
Make sure that your topic is something of interest to that particular audience.
Start to seek out more opportunities to speak. Again, the more you get in front of an audience, the easier it will be.
Create opportunities to speak if none exist. Hold talks or workshops or classes and invite your target audience to attend.
Lose your worry. Ha! That sounds simple enough, right? The truth is that we are nervous mostly because we believe we are going to be judged and judged harshly if we screw up. The truth is that most people know that getting up in front of others is challenging and will always give you the benefit of the doubt… as long as you provide content that is of interest to them.
Imagine that you go see a presenter. She delivers great content on something you were interested in and she did it in a professional way and made you laugh. Wouldn’t this take you a long way in knowing, liking, and trusting her? If you needed the service or product that she offered, wouldn’t she be the one that you would go to? This wasn’t one on one either. She made everyone in the audience feel that way and that’s why getting skilled at public speaking can be so great for marketing your business.
Now go. Start your journey on becoming someone who is confident addressing the masses.
We’ve all been though tough times lately. Our industry has changed. As yet another stumbling block rears its head, I thought I’d share how we’ve been handling the challenges.
Point of reference: September 25th, 2015, my wife (a fitness pro and manager since 1995) and I (fitness pro and manager since 1980) moved to Easton, PA and opened a boutique fitness studio (Jiva Fitness) offering personal training and group fitness. All’s going well and our business gradually builds.
March, 16th, 2020, all gyms/clubs/studios are closed due to COVID-19 restrictions. Like everyone else, we had a moment of panic as we thought through, “What now?” Most were either moving to on-demand workouts for their clients or live streaming their workouts. We decided to go live streaming only (we believe in the supervision and interaction of being able see and assist our clients.) So, we immediately made the shift. We purchased some essential sound and video equipment, upgraded our internet, rented equipment to members that needed it to do their workouts from home, and began training and teaching live streaming workouts.
Some of our existing members and clients found that working out from home had a lot of benefits and continue to workout from home even though our studio is now open for in-person workouts.
Family and friends of our members and clients were able to join in from wherever they were in the world. (We had a couple of people from Europe join us.)
It’s a new market that we wouldn’t have discovered had we not jumped on it.
May 26th, 2020, my wife was diagnosed with stage 4 lung cancer. (one year later, she’s actually doing okay and we’re hopeful.) So, she was unable to teach her classes and train her clients. How could we keep the number and quality of our class schedule without her? I was already teaching a lot and couldn’t take on all of her classes as well. I picked up a couple of her classes and we decided to have friends of ours teach the remainder of her classes via Zoom from their location in Maine.
We realized that we could hire teachers from anywhere to teach for us online. In fact, we had a friend teach Pilates to our members from her studio in France.
We could offer classes that may not be available in your area. i.e. maybe there are no good Tai Chi instructors in your area, but you might find one that could teach online for you.
June 29th, 2021, I will get my right hip replaced. Okay, now I’m going to be unable to teach for a while. I, to date, have been teaching all of the in person classes since we were allowed to open our doors again. So, we’ve had some classes that have been online only and some that were both online and in person. Some of our members waited until we reopened before they came back. They’ve worked hard and regained their fitness levels. We can’t go all online again. The downside of the live streaming from remote locations has been that nobody would be able to see the instructor in the studio. How can we handle this? Our next move is to make the online classes accessible to people in the studio. I know that there are companies that have classes on demand that clubs can integrate into there studio spaces, but that’s not what we want. We want to offer our members live classes. Long story short, we are going to project the live streaming classes onto the front of the studio.
* The positive:
This will allow our members that like, want, and/or need to come into the studio to get in their workouts, a way to continue.
While my wife and I won’t be able to physically do the workouts, we can still be in the room and offer support and corrections during the projected classes. This adds back in the more personal touch that people expect when coming in to the studio.
This also expands the audience of our previously online only classes.
Now, the point of all of this is to highlight that when challenges come up (and they always do), you need to realize that, more often than not, there is an opportunity that comes along with it. Look for those chances to rethink what you do and how you do it.
There are a lot of fitness professionals that are “special population specialists”. There are certifications in which you can earn that designation. The problem is that “special populations” includes prenatal/postpartum women, older adults, youth, obesity, adults with specific diseases or disorders, injuries, and those with multiple health conditions. So, if you include all of those categories, you never get in depth in any one area. Not only that, but, it means that the majority of the population is deemed special.
And, as the saying goes, if everyone is special then nobody is special.
The benefit of choosing a real niche, a specialty, is twofold.
Two, it allows you to own that space with that specific target market. This means that to that specific audience, you are the expert in that area, the go to person for safe, effective training that is appropriate for them and their specific circumstance. If you need brain surgery done, you don’t want to go to your general practitioner. You want someone who specializes in brain surgery. The same is true for seeking out a fitness professional that specializes in training those with Parkinson’s or joint replacements or prenatal/postpartum.
Now, I’m not saying that knowing a little more about a lot of areas isn’t beneficial. However, it doesn’t give you enough in any one area to be “the specialist” in that area. Home in one specific specialty and own it!
The first baseball cards came out in the 1860s. The idea of collecting a complete set of whatever type card someone might be collecting has been a passion of many people for a very long time. Whether it’s sports cards, Marvel superheroes, or Pokemon, we’ve “gotta catch em all”. I don’t know what got me thinking about this, but I had, what I believe to be, a fun idea.
Members and clients feel more connected to a facility if they know, like, and trust the individuals that make up the organization. What if… you created a set of trading cards of your entire staff? Then, as a promotion, you tasked the members and/or clients to collect them all and offered prizes to those that accomplished that. They would get a bigger prize if they got them all signed, of course, because signed cards are always worth more.
You could give out random cards (just like you would find them in a gum package) for certain achievements such as taking a certain class or trying one of the club’s shakes. As in other card collecting, they could trade duplicates for cards they didn’t have yet.
Again, this would help members and clients connect with managers, trainers, teachers, cleaning staff, etc. and with that, a deeper connection to the club. I would try this in a heartbeat if we weren’t currently a two person operated boutique studio with two additional teachers. That doesn’t leave a lot of collecting to be done. (the pics above are just mock-ups)
I’d love to hear your thoughts on this and if you decide to try it, I’d love to follow your progress with it.
Return On Investment (ROI) is a measurement of the profitability of something. We try to predict it before making an investment and then we measure afterward to see if it was profitable.
In the fitness realm, businesses invest in equipment, programs, people, etc. in the hopes that the investment more than pays for itself in the end. Members and clients invest in their health and wellness by joining clubs, programs, and hiring personal trainers with the intent that it will pay off with added health and a better quality of life.
Pretty much everything we do has an ROI. Even donating or volunteering for a charity has the ROI of making us feel better about ourselves for having done so. Our ROI decisions aren’t always a conscious thing, but maybe we should start to make these decisions more consciously.
For fitness professionals, I’ve seen too many underinvest in themselves and their careers because “they can’t afford it”. “I can’t afford to go to that conference, take the course, hire that coach, or pay for that system.” But what if you actually looked at the return on those investments?
I had a personal trainer that used to work for me who would complain about doing paperwork(reporting client sessions and payroll) when she could be training and making more money. My suggestion was to hire someone to do it for her. If she paid the individual $15 an hour and the trainer could fill that hour with a client then if the trainer makes $45/hour (just picking a number) she still comes out $30 ahead and saves herself from a task she didn’t like doing. She never did hire the help.
What about conferences, certifications, a programs? What’s the total cost? Would what you learn help you get more clients? How many client sessions would it take to make it profitable? Let’s just say that the personal trainer makes $45/client session and the event or program could yield 2 additional client sessions/week. What kind of income are we talking?
1 wk = $90
2 wks = $180
3 wks = $270
4 wks = $360
8 wks = $720
52 wks = $4,680
How much was that conference, certification, or program again? What’s the ROI on it? Was the return higher than the investment? Rather than just looking at the investment number and letting your gut reaction stop you from making the investment, figure out the potential ROI and let that guide your decision.
Don’t be afraid to invest in yourself and your career if it’s going to give you the return you want.
I was recreating a presentation that I did last year, for the Fitness Business Specialist website, and decide to make it available to anyone that wanted to check it out. It offers 10 simple, low-cost marketing tips for your business. It’s just 37 minutes long. I’d love to hear your feedback in the comments section.
It’s not uncommon for struggling fitness professionals to believe that acquiring more fitness information is somehow going to help them build their business. If they don’t have a degree in exercise science or a major certification, maybe it will, but… once you have the basics, building your business isn’t going to come from another training certification. I know. I’ve held 20+ certifications over the years and while they added tools to my tool belt, they didn’t teach me anything about building my business. That, I had to learn on my own.
Now, if you wanted to build your business, where would you go to learn about business? Take a look at what is offered for certifications and certificate programs by a few of the major organizations and see if there’s anything missing.
NSCA: Certified Strength and Conditioning Specialist (CSCS) Certified Personal Trainer (CPT) Certified Special Population Specialist (CSPS) Certified Tactical Strength and Conditioning Facilitator (TSAC-F) Certified Performance and Sports Scientist (CPSS)
ACSM: ACSM Certified Personal Trainer ACSM Certified Group Exercise Instructor ACSM Certified Exercise Physiologist ACSM Certified Clinical Exercise Physiologist Specialty Credentials: Exercise is Medicine ACSM/NCHPAD Certified Inclusive Fitness Trainer (CIFT) ACSM/ACS Certified Cancer Exercise Trainer (CET) ACSM/NPAS Physical Activity in Public Health Specialist (PAPHS)
NASM: Certified Personal Training (CPT) Certified Group Fitness Instructor (CGFI) Performance Enhancement Specialization (PES) Corrective Exercise Specialization (CES) Nutrition Certification (CNC) Behavior Change Specialization (BCS) Virtual Coaching Specialist (VCS) Weight Loss Specialist (WLS)
ACE: Certified Personal Training Certified Group Fitness Instructor Certified Health Coach Certified Medical Exercise Specialist
SCW: Group Exercise Personal Trainer Aquatic Exercise Active Aging Active Aging Nutrition Aqua Barre Barre Boxing Career Crash Course Core Training Corrective Exercise Functional Flexibility Functional Pilates Group Step Group Strength HIIT Kettlebell Training Kids in Motion Meditation Mind Body Fusion Moms in Motion Nutrition Coaching for Fitness Professionals Nutrition, Hormones & Metabolism Performance Stability Training Pilates Matwork Pilates Small Apparatus Practical Approach to Recovery & Rolling Program Design for Fitness Professionals Small Group Personal Training Small Group Training Sports Nutrition T’ai Chi WaterinMotion Weight Management Yoga 1 Yoga 2 Flowing Yoga
ASFA: Personal Trainer Advanced Personal Trainer Master Personal Trainer Health & Wellness Coach Advanced Health & Wellness Coach Master Health & Wellness Coach Advanced Cycling Instructor Advanced Water Aerobics Instructor Advanced Group Fitness & Bootcamp Instructor Advanced Pilates Advanced Senior Fitness Instructor Advanced Yoga Advanced Sports Nutrition Water Aerobics Instructor Senior Fitness Instructor Pilates Sports Nutrition Yoga Functional Fitness Training HIIT Dance Fitness & Hip-Hop Aerobics Barre Self Defense Instructor Kettlebell Instructor Sport Specific Training Youth Fitness Training Running Coach Speed & Agility Instructor Stretching Instructor Women’s Fitness Instructor Bodyweight Training Step Aerobics & Cardio Kickboxing Martial Arts Fitness Instructor Tai Chi Health Club & Gym Manager* Core Fitness Training Competition Bodybuilding Trainer Olympic & Powerlifting Coach Balance & Stability Instructor Golf Fitness Instructor Triathlon Coach Foam Rolling Fitness Professional Kit
Now, there are some very interesting options listed above and I believe that you should never stop learning, but where were the business certifications or certificate programs? Out of all of those listed, only ASFA had any business offerings. They do offer a Health Club & Gym Manager*. However, you can take their True/False exam immediately and only pay if you pass. Do you think it’s easy? You can bet on it. So, how much do you really learn and how much is this really going to help your career? ACSM used to offer a very challenging Health & Fitness Director certification (which I achieved), but then they stopped offering the program after a few years.
What’s left? Having been a personal trainer and health club manager since 1980 and a business owner off and on throughout those years, I wrote a business book for fitness professionals, The Business of Personal Training that was published in 2018 by Human Kinetics. I also spent nearly 10 years on the NSCA Personal Trainer Exam Development Committee. Putting these two together, on April 5th, I’ll be launching an exam-based fitness business certificate program, the Fitness Business Specialist. Find out more at https://fitnessbusinessspecialist.com