The best Personal Trainer in the world will only be successful if they have a strong client base. But what makes clients choose one Personal Trainer over another? A 2013 Australian and New Zealand Fitness Industry Survey asked members of fitness facilities and clubs to find out.
To begin with, the responses showed that 49% of members hired a Personal Trainer to get better results. Other common reasons included needing extra motivation (34%), getting advice on exercise (31%) and creating an exercise program (25%).
The way that most members chose a Personal Trainer was based on a referral (39%), followed by availability (28%), experience (21%) and qualifications (12%). Surprisingly, 4% of members chose their Personal Trainer based on good looks!
The results suggest that new Personal Trainers will need to gain referrals, so make sure you are always on your best form in order to get a recommendation. Referrals should be the main focus of your sales and marketing. You could suggest clients bring their friends or family for a free trial lesson, or offer free workouts to the general public. This doesn’t have to just be done verbally. Make your offer more tangible by sending it out via email, flyers and by giving your current clients little vouchers and cards to pass on to friends, family members and coworkers.
Closing the Deal
The next step is to turn these free referrals into paying clients. Aaron Whear, the managing director of Career Fitness, provided these three points of advice:
With this new knowledge and strategy you should find yourself attracting a lot more clients and building your personal training business in no time!