Attracting new fitness customers and keeping current
customers happy is a continuous process. With more fitness professionals, more
fitness studios, health clubs and accessible online fitness programming than
ever before, you have to do it better.
If you're in charge of hiring or programming these are two
areas where you want to make sure you have a competitive edge.
As the population ages and adults 50 and over flood the
market with their dollars demanding different and better programming we're
going to notice that the average employee just won't do any more.
Your marketing should start at the point you attract the
fitness instructor who has the most motivating personality. A recent study that
surveyed older adult exercisers revealed their motivations may get them there
but it's the instructor's personality that will keep them there.
Your baby boomer doesn't care how old or what gender or
experience level your instructors are after about three months. Somewhere
between three and six months the honeymoon is over. The newness has worn off
and instructor personality is the biggest motivating factor in keeping your
clients coming, and paying. According to a study published in Gerontology this
year a customer's stick-to-it-ive-ness relies heavily on your instructors.
If you're a trainer or in charge of trainers consider
trading your continuing education course on exercises for one on personal
development. Veteran trainers will share that much of the reason people want to
train with them is because they're interesting. Sessions are fun and
stimulating. It's not an issue of professional boundary-crossing but a zest for
life that a trainer with personality has to offer wins when considering two
that could deliver exercise equally.
Adding interesting goals is the second must in successful
programming. Getting toned and stress reduction are the top two biggest reasons
older adults gave for exercising in YMCA surveys published in the Journal of
Wellbeing recently.
If we take that too literally, however, we'll lose a far
bigger opportunity for fitness business branding and distinction. You see, as
the age of survey respondents increased the desire for personal challenge and
fun with friends increased. Bring your program goals, along with your words and
images, away from tone and exercise focus toward a life-enhancing activity
goal. Target a cumulative experience as the goal. Consider a ski trip, a
destination marathon, a biking trip or a big mountain hiking and yoga retreat
that requires preparation.
Truly reducing stress requires providing enriching life
experiences so that exercise is not just another thing on the to-do list but
that is goal-oriented and something your customers look forward to daily. When
you make them feel a part of something bigger they'll be that much more
connected, and loyal, to you and your business.
Remove monotonous weight training sessions and monotone
instructors from your business and create adventure to enhance participation,
and profit.
Fitness industry expert Debra Atkinson has nearly three
decades experience teaching, training, lecturing in Kinesiology and as Personal
Training Director. As Director she grew a team to 20 trainers and revenue
growth of 100K annually for each of six consecutive years in a town of 25,000
not including university students. She presents regularly at industry
conferences such as ICAA and IDEA. Go to https://www.voiceforfitness.com and
join the fitness professionals blog and email updates at
https://www.voiceforfitness.com/en/fitprosolutions to make more money in your
personal training business today!
Article Source:
http://EzineArticles.com/?expert=Debra_Atkinson
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