» PT STRATEGIES


Should You Be Charging More?


Too high? Too low? Determining your fees for personal training can be an ongoing challenge BY BARB GORMLEY


But too few trainers and clubs commu- nicate this message well to their mem- bers and prospects, says business con- sultant Jeff Russo. And even when they do, their hourly training rates are often too low.


W 20 Fitness Business Canada July/August 2014


e all know that personal fit- ness training is one of the best investments a person can make in their lifetime.


Support your rate with a strong business and sales process According to Russo, successfully


converting prospects to personal train- ing clients who are willing to pay a truly professional rate for the service, hinges on having an excellent multi- step business process and sales process in place.


These business and sales processes


should include, for example, a com- plete fitness assessment, an orientation with a trainer, and an intake process that exposes people to the motivation, inspiration and great outcomes that personal trainers provide. “Many clubs just list services and


features, only scratch the surface when it comes to assessments, and very seldom go deep enough to iden- tify problems that are preventing clients from achieving results,” says Russo. Most clubs don’t even require an


assessment, he adds. This is the most effective time to highlight and jus- tify the price, value and benefits of personal training, how it addresses health risks and how it can motivate and inspire members to reach their goals. Trainers and clubs that charge less


than what the market will bear or who discount their rates, do a disservice to


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48