The fitness industry has changed dramtically over the past ten years, since I first got involved.
Back in 2010, the were Fitness Firsts everywhere, some independants, a handful of spit-and-sawdust lock-ups and local authority gyms to keep ourselves fit in.
Personal training wasn’t much of a thing, let alone a career path.
In fact, I remember handing out my first batch of flyers as a fresh-faces 22 year old and a new mum saying:
“That’s so Hollywood.”, in a tone somewhere between dismissive and jovial.
Nowadays, it feels like there are 24-hour gyms on every highstreet and retail park. There are independent gyms in every industrial estate. Health clubs dotted around every city. And companies are even putting gyms in every new office block that’s built.
Whatsmore, personal training is now a recognised career path.
Every gym has a team of trainers to help its members achieve their health and fitness goals.
The better the trainers, the better the member exprience, the better the business performs.
Gyms and their members are on the hunt for top-class trainers so there is a massive opportunity to carve something out for yourself.
Yes, the field could be viewed as being crowded. But all it takes is a quick walk around any commercial facility to see gaps to exploit.
Just because there is a lot of competition doesn’t necessarily mean the competition is good – or that you can’t be better.
Here are five tips to help yourself stand out from the crowd in the fitness industry.
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Look professional
The basics here are to wear clothes that fit you and make sure they’re clean and ironed.
Take a few minutes to do your hair and, if you’re male, make sure your facial hair is in order.
It actually pains me to write those two lines as it’s so common sensical.
But I’m telling you, these are boxes that a far higher percentage of trainers than you’d believe do not tick.
The next level is to get your logo printed onto a few items of clothing.
If you’re in a chain gym, you’ll likely have your uniform provided.
But if you’re in an independant, a very easy way to set yourself apart from the oversized hoody and beanie hat bridage is to order a few Under Armour/Nike half-zips and get your logo printed on them.
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Show up early
“On time is late, early is on time and late is unacceptable.”
A PT session in the gym should be the highlight of any clients’ day.
For them, it’s an hour to escape from the stress and noise of their daily life and put a positive deposit in their health and wellbeing’s bank account.
They’ll likely show up early, enthusiastically and ready for action – and they’ll expect the same from you.
Running through the door at 59 minutes past, saying a quick hello before grabbing a coffee at reception and walking onto the gym floor at 2 minutes past the hour with your coffee in your hand and your client by your side isn’t good enough.
This also extends to your next client if you’re running sessions back-to-back.
Give yourself a five minute window at the end of each session to say cheerio, head to the toilet, grab a drink/bite and greet your next client.
Don’t think punctuality is important?
Believe me, the number of times I’ve picked up clients because another trainer was constantly late or just didn’t turn up would shock you.
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Put your phone away
I really don’t care whether you’re videoing technique to give your client visual feedback on their form.
Whether you’re showing them a funny photo you took the other day; checking their program to see what you’re going to make them do next.
Or whether you’re taking a photo/video for marketing purposes…
It looks terrible.
You wouldn’t expect a lawyer to be scrolling their their Instagram feed whilst you’re signing paperwork in their office. Or a doctor to be Whatsapping friends as you fill in a health form.
Hold yourself to a higher standard and keep your phone in your pocket.
Or, better still, in your locker.
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Get up off your backside
According to Prof. Albert Mehrabian of the University of California in Los Angeles, 55% of communication is non-verbal.
It’s irrelevant to your client how tired you are after a 5am alarm or how smoked your legs are from your last training session.
If you’re sat on a bench beside your client for their whole session, you look lazy, disinterested and disengaged.
When someone’s paying you for your time and expertise the minimum expectation of that paying individual is that you’ll be enthusiastic and happy to train them. (You’ll be happy enough to take their money, won’t you?!)
Sure, there’ll be times when it won’t make much of a difference whether you’re kneeling down beside your client whilst they’re lifting or whether you’re sat on a bench/box.
But always remember your body language carries more weight than your words.
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Smile and say “hello” to EVERYONE
It astounds me when I walk into a gym and the staff don’t say hello to me and/or ask how I’m doing.
Trainers are so caught up on Instagram followers and overly elaborate sales funnels that they forget the bread and butter.
Most commercial gyms have thousands upon thousands of members. They have all signed up because they want to improve something about their physical being (i.e. composition, weight, strength, fitness, etc.).
The majority of those members don’t show up often enough to achieve their goals. And the ones who do generally don’t know enough about what they should be doing.
All you have to do is stand at reception and be pleasant to everyone – day in, day out – and over time you will see your client list grow and grow.
Above anything else, I believe that the above 5 points are what have allowed me to get to where I am today.
Early in my career, I had the busiest training diary in two seperate gyms. Then, with the help of a great team of trainers, I maxed out a 1,500 square foot facility. And before COVID struck (again, with the help of a great team), I was pushing the upper limits of a 3,000 square foot facility.
The personal training field is definitely crowded but there is always room for the cream to rise to the top.
