Although still in demand, PTs must adapt to survive; having a specialism is vital
DAVID MINTON Director • The Leisure Database Company
“I
don’t think the one-to-one business model is broken, but it needs
tweaking. Everything changes all the time and it’s important to evolve to ensure you keep offering the best service. Everyone could benefit from a PT to provide motivation and
stop boredom creeping in, but the current one-to-one model is flawed, as it’s too expensive for most people. I’d like to see the emergence of a new business model
where PT is financed differently to make it affordable. I’d like to see it being offered as part of the membership, even if this means the membership price has to increase slightly. Nuffield has already tried this with its wellbeing membership. What the clubs lose in secondary income could be made up for by members getting better results, which leads to better retention and more credibility with the healthcare sector. For the big chains, just one month’s extra membership across its membership base would be worth millions. Operators could also offer PT more cheaply if apps and the
internet were embraced to allow PTs to work with numerous clients at once. However, it’s crucial that if PT is offered more widely, standards aren’t compromised and the education and knowledge base of personal trainers is kept high.
” January 2015 © Cybertrek 2015
LUCY BIRCH Head of training • The Training Rooms
PT. We’re seeing consistent growth in this area. At the moment we train 3,000 personal trainers a year, but we’re looking to grow that to 10,000 a year by 2016, and this is driven by the fact that demand for individual PT sessions is strong. Awareness about the impact of obesity, alongside
“O
‘fitspiration’ posts on social media, is having a huge impact on the health and fitness industry, and our big name gym partners – both budget and premium brands – are taking on more personal trainers to meet this increased demand. Although group training has grown in popularity recently too,
there will always be a large proportion of people who want that intensive connection with an expert and are prepared to pay for it. Not everyone feels comfortable, or able to achieve their specific goals, in a group environment. There’s always the argument that not everyone can afford
one-to-one sessions. While I don’t think the cost of PT should be dropped or included in gym membership packages – as this devalues the service and the experience of the professional – I would like to see an expansion of GP referral schemes, where patients are referred for a course of one-to-one training.
” Read Health Club Management online at
healthclubmanagement.co.uk/digital 31
ur experience is showing there’s still a huge market for one-to-one
PHOTO:
WWW.SHUTTERSTOCK.COM/CATALIN PETOLEA
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