Revive Your Personal Training: Actionable Strategies for Gym Owners
Is your personal training department struggling to find its footing in the post-pandemic landscape? You’re not alone. As JT aptly put it, “Fitness business owners around the globe are scratching their head wondering what the hell has happened to my PT department.”
The good news? There’s a path forward. Episode 537 of the Fitness Business Podcast offers a deep dive into the current state of personal training, providing actionable strategies to relaunch or establish a thriving PT program. Hosted by JT, this insightful episode features industry veterans Richard Boyd and Bob Esquerre, who bring over two decades of combined experience to the table.
Navigating the New Fitness Landscape
The fitness industry has evolved, and so have your members. Today’s gym-goers are more informed and discerning. As Richard Boyd points out, “The trainer is no longer the authority on the gym floor.” To effectively engage this modern member, your personal trainers need to upskill and regain authority through enhanced knowledge and communication skills.
Beyond Revenue: Measuring True Success
It’s time to shift the focus beyond just revenue generated by the PT department. Boyd emphasizes the importance of celebrating trainers who excel at building lasting relationships and extending member engagement. These are the individuals who truly drive overall gym success by fostering loyalty and reducing churn. As Boyd states, “Celebrate those trainers that are keeping people the longest.”
Building a Culture of Excellence
A successful personal training program is built on a foundation of clear expectations and consistent training. Ensuring your team embodies your gym’s brand and culture is paramount. As Brent Frueh wisely notes, “Properly trained staff that represent your brand is your most important asset. Leaving that to chance is not the right play.” By investing in your trainers, you directly enhance customer service and ultimately boost member satisfaction.
Key Takeaways for Gym Leaders:
- Empower Your Trainers: Equip them with the skills and knowledge to confidently engage with today’s educated members.
- Recognize Relationship Builders: Celebrate trainers who prioritize member engagement and retention.
- Cultivate a Strong Team Culture: Implement consistent training and clear expectations to ensure your team embodies your gym’s values.
Ready to Transform Your Personal Training Business? Tune into Episode 537 of the Fitness Business Podcast for a wealth of golden nuggets and practical advice from Richard Boyd and Bob Esquerre.
Resources & Links:
Resources:
- Fitness Business Podcast’s LinkedIn Community
- Mystery Shopping for Fitness Businesses – Website
- Bob Esquerre – LinkedIn and Facebook
- Richard Boyd – LinkedIn
- Feel Soma – Website
- Bob Esquerre Recommendation: Three Moves Ahead: What Chess Can Teach You About Business by Bob Rice
- Richard Boyd Recommendation: Breath by James Nestor
Merch Sponsor:
In The Trenches With A REXer:
- Brent Frueh – LinkedIn
- Rochester Athletic Club – Website, Facebook and Instagram
- REX Roundtables – Website and Email
- REX Leadership Academy – Website
Trusted Suppliers:
- Glen Taylor – LinkedIn, Facebook, and Instagram
- Fit Into Shape – Website, LinkedIn and Facebook
- HR Network – Website
- Myzone – Website
- MXM Metrics – Website
- Atlantis Strength – Website
Support the Podcast:
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Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.