» Programming
on weight control, eating disorders, important dietary component. For member’s energy level, weight loss/
diabetes, heart disease, cancer, food example, clients who are focused on weight gain efforts or an athlete's per-
allergies, children, pregnancy, old- weight loss, increasing muscle mass, formance. In addition, nutrition today
er adults and other special medical preventing disease and managing dia- is more focused on inclusion of a vari-
needs. Dietary assessments and nutri- betes will have greater success if they ety of nutrients to promote health or
tion therapy are a professional service are supporting their programs with enhance performance; many recom-
that should be conducted by qualifi ed proper nutrition. mendations of the past were based on
professionals for safety and effi cacy, as avoiding and limiting certain foods.
well as for a fee that refl ects this value. How can nutritional services Dietitians play a key role in help-
benefi t members? ing frustrated individuals take charge
Who needs a dietitian? How There is always room for improve- of their diets. They are well schooled
will clients benefi t? ment in a diet, and a dietitian can eas- in nutritional sciences and counsel-
Many fi tness goals also have a very ily spot the key areas that sabotage a ling skills and can provide individual
Tips for selling nutritional services
1. When designing posters consider the following 6. Have the front desk staff promote nutritional services.
information: Provide brochures, off er plates of fruit pieces (melon, grapes,
• Be specifi c. Instead of saying, “Learn more about
oranges) to promote nutrition and to give clients a pick-me-
healthy eating,” try, “Antioxidants in your diet – to
up. When they pause to sample, there are a few seconds to
prevent heart disease, cancer and enhance athletic
promote!
performance. What’s your goal? Come and learn what
your diet is lacking.”
7. Hold free information seminars on hot nutrition topics,
• Target men and women between 40- and 60-years- and include a draw to win a consultation. once you've
old who are most likely to seek advice on how to manage attracted members who are interested in nutrition, sell them
emerging health problems. on diff erent options and follow up on
• Target other specifi c groups.
names entered in the draw. you can
For young women try, “Thinking
also generate revenues from paying
of getting pregnant? your
seminars; most members won't mind
dietitian can help you give your
investing $15-$20 as long as the
baby the best nutrition possible.”
speaker is qualifi ed.
2. Hold free seminars where the
8. Incorporate nutrition into your
dietitian is very informative yet
special promotional packages.
leaves the audience with more
For example, weight-loss and pre-
questions.
natal sessions that include personal
training can also include nutrition
sessions.
3. Generate revenues from
individual and group counselling,
seminars, online or telephone
9. Approach members who aren’t
counselling, weight loss packages, educational materials,
getting results. a successful weight loss can be 90% related
cooking workshops etc.
to dietary changes and much less dependent on exercise
(although both are important). For example, having a client
eliminate 600 calories per day (150 calories per meal) is
4. Use the "one-time cost" selling approach to sell a
likely more feasible than asking them to burn those 600
package of counselling sessions. a visit with a dietitian may
calories through 90 minutes of cardio!
seem pricey to some people ($85-$100). However, when the
advice is individualized, accurate and practical, people are
freed from the guessing game once and for all.
10. Off er online support for weight loss and other
programs. many studies show that counselling weight loss
through weekly email contact is much more successful than
5. Sell nutrition when selling personal training. ensure the
just providing internet links.
salesperson has a binder of nutrition marketing materials,
including impressive analysis printouts and fact sheets on
a variety of fi tness/health goals. remind people it may be
11. Talk to dietitians in your area to fi nd out about the
covered under their private health insurance.
services they off er and how you could build a partnership
with mutual benefi ts.
20 Fitness Business Canada November/December 2009
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