At the start of my career as a personal trainer over 18 years ago, I was as green as green could be. Everything was so new and it all felt a bit overwhelming. My comfort level with the training aspects of the job was high but there was no real sense of the business side. Floundering to pin point my market niche and scrambling to attract new clients were problems that I stumbled up against. All the while trying to figure out how to make a living as a trainer. I was fortunate to have some great mentors who helped me learn the ropes but not without dodging a few business bullets along the way. Now as a seasoned veteran of the fitness biz I would like to share with you some of the insights I have gained into the most universal business mistakes made by personal trainers and how to avoid them.
1)Failing to choose a market niche
Trainers often become confused especially early in their careers, choosing to work with the masses instead of honing in and developing a particular niche. I believe this can be attributed to lack of experience and the novelty associated with being a new trainer. Determining at an early stage what your primary market is going to be will greatly assist you in developing a marketing plan. For example, if your target market is runners, think how much easier it would be to create a marketing piece focused around services you could offer to runners. Programs such as how to run injury free, stretching for runners, program design to run your fastest 10KM ever. By choosing a market niche early on you will avoid this mistake and establish yourself as the expert in that area.
2)Creating a job not a business
You’ve earned your certifications and are ready to open your doors for business and many trainers do so without setting themselves up as a business. Even if you decide to work for someone else, you can still take this action. After all, you may not work for them forever and if do decide to go it alone then you will be ready for the transition. There are many tax benefits associated with operating a business that you will probably want to take advantage of. However, you need to be legit in order to do so. Avoid this mistake by contacting your local small business bureau and asking for help on how to set up a business.
3)Managing your money inappropriately
You’ve just received $1200 from a client who has purchased 12 sessions. Are you aware that your $1200 is classified as unearned revenue until you have actually provided the service? Managing your money appropriately means you need to understand proper accounting practices. You need to be able to keep track of your revenues, rein in your expenses and know how much in taxes you will have to pay. You can purchase a simple accounting software package to assist you or consult with an accountant who for a small fee will set up your books and provide much needed expertise. Avoid this mistake by taking charge of your business finances before they take charge of you.
4)Trying to do it all yourself
Running a small business means that you will be wearing a lot of hats. Not only will you be providing the training services but you will also spend time on marketing, advertising, networking and administration. It is not uncommon for small business owners to work 10 12 hours, six days a week. There will be aspects of your business that you will feel comfortable negotiating and other parts where you may struggle. In areas where you feel you lack expertise consider hiring a professional to help you out. By out sourcing parts of your business that you find difficult, you will save yourself the time and stress of doing everything yourself.
5)Neglecting to make continuing education an ongoing commitment
If you are not continuing to learn and grow in this industry you will quickly become irrelevant to current practices. Worst of all you will be left in the dust by others who are more creative and innovative. Although earning your credits to maintain your professional status is important you need to put much more into it then just that. Your continued growth, knowledge and expertise keep you on the cutting edge and ahead of your growing competition. Subscribe to journals, attend conferences and network with other industry professionals on a regular basis. By making continuing education a top priority you will stay on the leading edge of the industry.
6)Business has no apparent strategic direction
Creating a document such as a business plan and/or marketing plan can have people running for the hills. However, without a solid road map you will have no direction as to where you are planning on taking your business. As trainers we assist clients in setting goals and help them meet their objectives in pursuit of optimal health. Doing the same for your business is just as important. Create a basic plan for you to follow in order to succeed by design rather then chance.
7)A lack of a client centered approach to customer service
A potential client leaves you a message inquiring about your services. You call them back three days later between client sessions and have only 5 minutes to chat. If this scenario sounds familiar then you had better work on your customer service skills. There is not much to differentiate yourself from other trainers except the customer service that you provide. Trainers all perform similar functions. In order to stand out amongst the crowd you will need to WOW your clients with out of this world customer service. Develop and implement a sustainable customer service plan that makes each client feel special.
8)System for meeting new people has not been established
If you are not spending at least 10 of your time at some sort of networking event meeting new people then you are really missing the boat. Clients come and go and you will need to maintain a good flow of contacts and referrals in order to keep your practice flourishing. Get involved with local networking groups. Face to face interactions are preferred over internet options as they offer a richer source of personal contact.
9)Lacking a clear understanding the personal training business cycle
Getting started in a business can be one of the most difficult challenges. Especially in personal training where your income throughout the year will ebb and flow based on client retention and attrition. While some months will be extremely profitable others will be slower than average. Understanding the cycle of business is paramount to keeping your income steady and predictable throughout the year. It is usually necessary for trainers to supplement their income through other sources while getting the business up and running. Set up a realistic financial plan on how to manage your finances to coincide with the personal training business cycle and avoid this mistake.
10)Being apprehensive with the sales aspect of the business
Of all the issues faced by trainers, this one is by far the most challenging. Most trainers do not see themselves as sales people. Some may cower from the very thought of sales and thus significantly reducing their earning potential. Keep in mind you are selling health, vitality and even longevity. You are not pushing drugs or some gizmo du jour. What you have to offer is expertise. Avoid this common mistake by getting a grip on yourself and realize how important you are in the lives of the people you serve. At the very least seek out some expertise that can help you overcome your issues with some sales training and make the process more comfortable for you.
Now that I’ve highlighted of some of the most common business challenges you may face you can take action and make haste in dodging these business bullets.
Author Resource:
Donna Hutchinson is the owner of On The Edge Fitness Educators . She is an experienced fitness http://www.edgefit.ca/ Business Coach and author of, "The How-to Guide to Starting Your Own Personal Training Business and The How-to Guide to Growing Your Own Personal Training Business. Donna travels extensively speaking to audiences about how to grow a profitable fitness business. She is one of only a handful of business coaches that focusses specifically on the fitness industry.
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