Financial grips seem to be tightening up and discretionary income is consequently dwindling. This is a historically predictable situation as prior economic downturns have demonstrated similar outcomes. For most employed people the issues have to do with economic confidence and fear of the future, rather than a lack of steady income. Regardless, recession spending often most affects unnecessary retail purchases like a new leather jacket or HDTV and large dollar purchases such as cars, home renovations, and vacations. People will still attempt to maintain social normalcy by spending money on movies, restaurants and other relatively low ticket items. With this in mind, it is necessary to help people understand personal training can be a relatively low price necessity. Essentially, the cost of eating out equates to an hour of instructor led, goal-oriented activity and offers a significant difference in energy balance. Individuals that view exercise and physical activity as a luxury are rudely mistaken as the costs associated with physical inactivity are far more daunting in terms of health care, absenteeism, and lack of productivity. Can one really put a value on their health and quality of life?

The first step in managing your business during times of fiscal rationing is to mediate risk of client attrition. A premeditated conversation with each active client should be scheduled to reinforce the importance of their training for their health and overall betterment. Essentially put their health into appropriate perspective. Health and fitness is a factor of weekly frequency. It is not something that can be done sporadically due to the principle of adaptation reversibility. Removing caloric expenditure activities quickly leads to weight gain. Additionally, research has demonstrated that individuals that have used personal trainers rarely succeed on their own due to a lack of compliance and reduced participation intensity when left to their own accord.

People must recognize they need the service for it to be considered a necessary expense. The psychology of need associated with an expense is very important for long term client spending and the prevention of attrition. If a client is active, they are already on the positive side of the purchase cycle. An inherent problem with personal training practices is that the renewal of services causes the client to make a purchase decision on every resign. Clubs have switched to electronic funds transfer (EFT) to prevent the repeat purchase cycle by causing someone to have to cancel rather than renew. Charging monthly dues at preferred pricing and scheduling a month at a time secures participation compliance and reduces risk of a client deciding to cancel.

Less affluent clients may feel they need to cut back on perceived “disposable income” for financial security right now. If you cannot convince a person that health needs justify the expense of fitness activities every week, then work around the price point. One strategy is to offer half hour sessions. This makes the session more affordable and increases the opportunity to offer more extensive scheduling options during the most desirable times. In many cases, people have a comfort zone for spending when they decide to budget their income. This explains why they will still spend on small ticket items, like going out to dinner for $70 but reach a mental block when purchases of greater magnitude are considered. A key is to have a verbal defense to excuses for renewal. Heading off these excuses before the renewal question is posed enhances the potential for retention.

Step two emphasizes business stability and growth opportunities. One of the larger errors made in the personal training industry is emphasizing new members as the single path to market gain. Focusing new member conversion works well when many new members flood the clubs, but backfires when a recession driven exodus occurs. To insulate against this phenomenon, focus more attention on the tenured members. Most people train at sub-threshold levels, have fairly sporadic participation frequency, and have limited knowledge on what to do to see actual results from the training. One area which often works successfully for client base enhancement is in group exercise. These individuals already have bought into the concept of instructor lead exercise and many have additional interests for improved fitness beyond that of the group experience. Offer trial packages through the group exercise program. To show your expertise and expose the members to new training options you may want to teach a specialty class in a group format. Presenting pseudo-personalized training to groups helps with the mental transition of exercise options. Take advantage of the group mentality and offer partner training programs or small group specialized circuits.

In addition, to the group exercise members do not forget about those that frequent the cardio or weight training areas. Tactfully approach members and offer helpful assistance. Create dialogue regarding goals and progress. For instance, many people do cardio for weight loss, but the best improvements in body composition come from resistance training. Explain how a more focused program on goal attainment can make their hours in the gym more effective. Steer the conversation toward ways in which you can help them improve without pushing the hard sell. Make yourself a resource first before offering the services. People are often defensive on being sold, so sometimes the passive approach is a more effective technique.

Step three is to diversify service offerings. Personal trainers have many outlets to promote physical activity. Due to the fact that every human needs exercise and that different things motivate different people, it would be in your best interest to expand the opportunities as a program leader. Currently, boot camps are popular, and after school and weekend performance training is in demand. You can also create your own original ideas. Designing 4 or 6 week specialty programs or focus group training can add revenue and expand your market potential. Identify an upcoming event such as a 10k or sprint triathlon, put together weekend adventure groups and go kayaking, hiking, or engage in other popular activities. Another avenue is to offer unique training instruction such as speed training and conditioning for athletes and weekend warriors. Have a start and end point and offer lower prices per person so it is reasonably priced for them but equates to an acceptable revenues for you.

When the economy throws a wrench into your financial plans you can either reduce your earnings or become more creative with the talents you have. Traditional personal training services are only a small aspect of what a qualified fitness professional can offer. Knowledge and energy have significant value. It is your job to identify the best way to deliver that to your potential market. Survey your market and find out what they want, need and enjoy. Often times, they’ll give you the ideas - you simply implement them in an organized and professional manner. There is a reason some people lose money while others gain market share in the same economic environment.