The fitness industry is broken.
Plain and simple.
Only about 16% of people belong to a fitness facility or program in the U.S.
Of the ones that belong to health clubs, only about 30% are active users.
The average personal trainer makes under $30,000 per year.
Most people who enter the personal training profession depart soon after to get a ‘real job.’
I’ve got my own opinions on why things are the way they are – opinions about the consumers, the commercial clubs and the personal trainers.
I suspect you do too.
I’ll share mine soon enough – but tell me yours first.
I want to know where you think the fitness industry has gone wrong and what exactly the problem is.
Tell me below.
Dedicated to your success,
Pat Rigsby
Pat Rigsby is a Co-Owner of the International Youth Conditioning Association & the youth fitness franchise Athletic Revolution as well as a fitness industry consultant serving thousands of personal trainers and fitness entrepreneurs. Sign up for his fitness business free newsletter to discover proven marketing, sales and business strategies, along with blog updates, news, and more! While you’re at it, follow him on Twitter.
I think to many fitness businesses are based on selling and not servicing. The whole reason I am on my own is because I could not find a company that focused on the service.
Before becoming a trainer I was in the restaurant business and my philosophy was that if you are not serving the customer you better be serving someone who is! In other words you are either face to face with the customer or a support staff for those that are.
My personal training studio is exactly that with massage, personal training, and acupuncture serving the client and admin and management serving those staff members that truly help the client.
We are in business to get results for people and not just taking monthly dues like most clubs!
Results based!
I think that we as trainers aren’t putting as much focus on building a community and emphasizing making the healthy choices outside of the gym. People go to the gym for an hour a couple times a week and aren’t being held accountable outside of the gym. We need to focus on education of what is healthy to be eating, and create an environment of success that makes people want to change their unhealthy habits because they see those around them making lifechanging decisions and are feeling much better about themselves.
You must care about the client. Being in volved in both the massage therapy and fitness world it is apparent that you must care your clients first, and everything happens next!
If you group “trainers’ as those who sell packages at Fitness USA, Curves, etc., that will shew the numbers. Those aren’t trainers, those are sales lackeys classified as trainers. I own my own center and have clients stay with me for years upon years. I do not sell sessions, I offer them a healthy-fit lifestyle.
Randy
Being in the fitness industry since 1982 I can identify with several problems.
First, there are many more choices that people have now such as Crossfit, bootcamps, etc. If they aren’t 100% happy they have options to go someplace else in a heart beat and they will.
Second, people are more educated with online resources, facebook, youtube, twitter, etc. What makes a trainer unique so that people will follow them. As we dig into 2010 it gets even harder, more info, and more trainers falling away as the well established make money.
Third, the actual workouts have changed 180 degrees from just a few years ago. Going back to the Crossfit reference, we now have so many new innovative training tools like kettlebells, battling ropes, TRX, bands, tubes, and just bodyweight exercises (which are making a comeback). In the past we just did weights only or weights and cardio. Not like that anymore…
I can keep going but will stop here for now:)
Too many trainers are stuck with the one-client, one-hour model. It’s old, expensive, and unnecessary. Boot camps and group training are far more profitable and fun.
Pat, the fitness industry has an identity crisis these days. People will spend $100 -$125 dollars to go to a doctor who will write them a script for meds but they wont pay a trainer to keep them from needing the script in the first place. The public also struggles with making simple smart choices 80% of the time and they don’t realize that if they simply did that we would see much healthier more fit people walking around.
I have to agree with andrew. A lot of clubs are focused on the bottom line. I personally get all clients email addresses and email them all the time and keep them accountable for their results. I see them 3 hrs of the week, there’s still a lot of hours left over that they are in control of and that’s what matters.
I also think that personal trainers are seen as a luxury rather than a necessity for some people. They don’t seem to focus on the preventative medicine benefit a proper exercise/nutrtition program can have.
A change in thinking about pt is a start
Understanding that we’re in a business to provide a living for ourselves, ironically I think one challenge for our industry is the people that reeeeeeally need our services are the ones that can’t afford them. I remember many years ago attending an IDEA forum and there was a heated discussion about this.
What sacrifices are we ready and willing to make (if any)to service the indigent, poor seniors, etc of our communities? Those that can’t pay 250/month for boot camp due to poverty are equally stricken by major risk factors to cardiovascular disease: obesity, diabetes, etc …
Actually, my point is not that there is a problem with the Fitness Industry but that the greatest opportunities are in underserved markets.
I agree with Tony about the population that can’t afford training or boot camps. They can wrap their mind around 30-40 bucks a month for a gym membership, but 100-200 dollars/month or more throw people. So what to do? It’s a hard call when you really want to be of service to people but have to be realistic about expenses, proft, etc.
I am a recently certified trainer and I left a full time(over time) good job to pursue personal training in a health club facility.Man it is a reality check!Prospecting,apppintments,appointments,and appointments are what are meeded to make a living at this.I have been told that I am doing better than most but I see why a lot of trainers quit.You cannot just give a workout…It must be awesome!keeping client nutrition logs,smiling all the time..and have persistence!!You were right…I get what you are saying about the fitness industry.And yes all the people who actually need 1 on 1 training cant even afford it.
I personally feel that this industry is too closely ingrained to the bodybuilding culture from which it sprang. It has caused a great deal of misinformation, and there are plenty of people who seem to want to profit from it; worthless supplements and gadgets, bicep curls, fear of lifting weights (bulk phobia), crunches to get abs, etc.
The appropriate path would be one of putting ourselves on the health care continuum, somewhere between post-rehabilitative therapy and preventive medicine. This will require a much higher of professionalism than what is required. Attrition rates for employees will drop, standards of practice will improve, and consumer dollars will find a much more efficient path to usable resources and services.
I think that we are forgetting that we are here to provide a service to those who need it. If those who need it cannot afford the rates that we offer then why are we to send them off and not help them as we would someone who is economically able to pay that amount. Likewise as was stated earlier, there are many people who cannot afford 250.00 per month for a boot camp but those of us trainers who lower our prices to be able to accomodate the lower income areas are Ostracized for it. I do believe that if a person wants something bad enough they will pay for it, but I also know that regardless of how bad you want or need something, if you cant afford it you just cant afford it. That still diminish the need for it.
My problem has always been business education and having a mentor you can turn to for advice. We go into training thinking we know all about fitness, but we fail to learn the business aspect of fitness. Having local mentors who can help your development would be extremely helpful to new trainers and even vets in the industry. Instead we have PT Managers at health clubs telling you to sell, sell, sell, but never giving you a game plan to sell your services without looking bad in the eyes of the customers.
We, the fitness professionals are 100% responsible for the sorry state of our industry.
Read it again. Suck it up. We are the problem. The fitness industry is suffering because we don’t do a good job of getting people fit.
Look at the crap the unknowing consumer sees on TV. “20 minutes a day, three times a week, go from a fat slob to a Greek god… and its eeeeasy.” Bull sheeeeeiit. It ain’t easy and it ain’t quick. We promise results… fast. But, crash exercise is no different than crash dieting. Results are attainable but not sustainable. And, no offense to Dale, but people are not more well informed by the internet. People are more misinformed because of the internet. Cyber space is a cesspool. Anybody can say anything online with zero accountability.
Fitness consumers buy into the latest greatest fad and who can blame them? The marketing is slick and presses just the right buttons. But people bounce from fad to fad and eventually give up.
And the worst part is they blame themselves and they should be blaming us.
My suggestion is simple. Take a good, long, painful look at yourself. Ask yourself if what you’re doing really is good and really serves the greater good… or are you just selling what’s hot this year. Responsibility people… responsibility.
My apologies for the colorful language and atrocious grammar. I’m on a rant and in a hurry. I have a client here to whom I’m going to give my undivided attention.
We are soft and lazy. Europe and for the most part Asia doesn’t have to obesity problem that the US has because activity is a part of their lifestyle.
Taking off of what Jason Ferruggia said in a post a few days ago…
“I’m not here to motivate you!” He’s right. I don’t count reps. If you are fat, you are that way because you chose to be that way. I will do everything is my power to reverse the damage that you have done but I’m not going to count reps and baby sit. I’ll support you on the last few reps of the set, or I’ll kick you in the butt if it wasn’t a good day/week but I can’t make you show up.
Then you have all jerk offs tying to sell crap through the internet and infomercials. It’s embarrasses me to the point that I refuse to call myself a personal trainer. No, I am not “self proclaimed” Master Trainer Bender who has her lumbar destroying Bender Ball. No, I’m not Jillian Michaels who is going to kill some obese person by having them do things that an in shape athlete is doing.
Need I go on? Sorry Pat & co..
If you can find a way to reach them, I’m in. I’m just not going to call someone and “remind” them of their workout today.
On a positive note, I’ve found that my semi private training and bootcamps help alleviate many of those issues due to the peer pressure that groups provide.
Scott
http://www.umbergerformance.com
Man the problems are many! First of all, the general public still sees us as a luxury item, especially in this economy. So many aren’t even willing to sit down and talk with us because of the perception that they can’t afford us. Say whatever you want, like someone said above, the people that need us the most can’t afford us. I do well with a $99 boot camp, and $35 half hour PT sessions, but some people still think THAT is a lot. There is no way in my area that I could charge what some people charge for boot camp. $250? I wouldn’t have one member. That is a car note here.
Second, unless you are exceptionally gifted and driven living in an area with expendable income, it takes a long time to establish a positive reputation and clientele if you are a new trainer. Too many new trainers enter the business with no idea how much hard work goes into becoming fitness professional with a dependable income. Too many trainers hear “use my program and become a six figure trainer in 90 days!”, buy the program, and find out that it’s going to take a lot longer than they were promised.
Third, most trainers are just plain lazy. I think when new trainers get certified, they expect a line of clients to be waiting for them outside the gym to give them money. I bust my booty grinding to grow my business everyday. It is so difficult to find a motivated new trainer that is willing to get out of their comfort zone, and execute what I teach them to change peoples lives, and earn a great income doing it. So my own growth is limited by the lack of passionate business minded trainers that I can teach to do what I do.
These are just a few things that are wrong with the business.
Here are some things that are right:
1.More and more insurance companies are paying for personal training.
2. The obesity rate is slowing (we’re chipping away…)
3. Successful fitness professionals who share their knowledge with new trainers who will listen (Thanks Pat, Jim, BJ, Donovan, Ben…)
4. Patience pays off if you work hard (we are beginning to reap the harvest of the seeds we planted all year last year).
5. Fitness professionals are creatively developing ways to reach more people.
I believe due the current economy people are trying to cut corners/save money and one of the few perks that is cut is Personal Training. I think the public needs to revaluate what is important to them.
The first client I ever had made the comment on our first session that he hoped I would stick around for the entire package he had purchased. He had already gone through 3 trainers before me. That was years ago, but I think people still have a horrible misperspetion of personal trainers in general. We have been labeled as mis-educated, mis-informed, and mis-guided people and we come and go with the money. This is due largely from a group of trainers who have not sought proper education in the field, and/or are just plan lazy. One bad apple ruins it for the whole bunch. I work for a fabulous gym and we have a small group of highly educated and informed trainers, but we have a contract trainer who sits on his duff, in jeans, and talks about himself the whole time he is training. It pains me to see his clients training incorrectly and him not doing anything about it. People have to know that this is a career, not a part-time job or hobby for most of us. We honestly care about our clients and not our paychecks.
There is some validity to what others have said, but the reality is clear,our prospective clients can no longer afford expensive personal trainer fees on a repetitive basis. Long before Bootcamps, Crossfit ang Gravity classes, many Americans had no problem paying $1000 per month for 1-1 personal training. In fact prior to 2007 , boot camps were scarse, andvit was the fitness naysayers who created panic as a knee jerk response to an economy which was tailspinning into a nose dive. I don’t believe the fitness industry us broken, just the will if the people who’s financial lives have been turned upside down.
Example. 80% of my clients are MDs here in SD, CA (23) most working in biotech. All, and I mean ALL are unemployed and trying to reorganize there lives. They struggle to pay their monthly PT fees, but find a psychological benefit to fitness. Will they continue on? Only time will tell.
The Fitness Industry’s current struggles can be linked back to the way this industry was run back in the 80′s and 90′s. During the fitness boom of the time, the consumers put up with anything, and those in the industry could get away with just about everything – and still make money. The tactics used during this time period has unfortunately had a lasting impact on the expectations of today’s consumers, commercial fitness facilities, and trainers.
Too many fitness professionals today allow the mindset of “This is how we’ve always done it” to get in the way of forward progress. There are still quite a few “old dog” fitness professionals who were around during the 80′s and 90′s, who continue to build big box clubs and fill them with smaller box-shaped equipment. They spend millions on a facility, and then charge what they charged 20 yrs ago ($19/month – are you serious?), and operate their clubs just like they did back then. They hire the best-looking Trainers and then teach “turn ‘em and burn ‘em” sales tactics. These out-of-date strategies are passed down from Owner to Operator to Trainer to Consumer. Everyone gets burned out and no one wins.
But today’s consumer has changed. They rightfully demand so much more now, and the Fitness Industry is due for an enema.
The good news is that there are wonderful new leaders emerging. The times are starting to change. The “old dogs” with old school mindsets, are slowly being replaced by The New Generation of Fitness Professionals who understand that the only way we can change the expectations of the consumer is to change things from the inside-out; By changing the quality of experiences by the consumer, we change the expectations of the consumer.
We do this through our marketing, through our service offerings, through the way we as The New Generation of Fitness Professionals communicate, present ourselves and the value we offer, through the results we achieve with our clients, and (as Seth Godin would say), the “Tribes we lead”.
We will evolve this Industry into the magnificent vehicle for life transformation that it has the potential to be. When that happens, the consumer will expect to succeed with us, and they will not hesitate to pay a fair amount for that life-transforming experience.
I have no doubt in my mind that the people who read this blog will be the ones leading that charge.
I am not a trainer. I am a client of a trainer in a gym. What is wrong with most trainers?? They only are interested in the dollar so if they don’t get paid to learn what their manager could teach them, they aren’t interested. They just do the assessments and the training of clents and go home. Half the time they don’t even do their paperwork properly until they get punished by their boss. Of course, the gym is only out to sell sell sell. Who cares that they sold so many memberships or training packages that the small gym has no room for the clients or to park. Poor planning plus greediness loses the clents. I have just re-signed for another 40 training sessions cuz I think my trainer is great. I follow him from gym to gym. I know that he researches the problems I have to learn how to help me overcome them. It is not always weight that clients need help with. I am set with my training for the next 8 months. The reason I re-sign? I want to help and encourage my trainer. When his quota is not met, I try to be of assistance to him and his manager and gym. Makes him look good and makes his manager happy. Not everyone can or will do that but if they had a trainer to believe in who motivates them, they might think about it. I have seen it happen before. Just thought I’d throw my two cents into the mix. thanks
Most personal trainers are surviving on limited or no knowledge of the changes taking place in the industry. Also, as information becomes more readily accessible and available to the general population, trainers who do not possess or are not cultivating a deeper understanding of how to manipulate their training programs are going to get left in the dust. Anyone can buy and download, say, a Turbulence Training workout, but how many individuals are going to perform the workouts and implement proper nutrition strategies? That’s why they seek our services, because simply picking up a magazine or buying P90X isn’t enough impetus. Trainers have to find out not only what works for them, but actually what works period. As it stands, one-on-one training is declining in general (though some trainers are seeing an influx of traditional clients).
Really awesome post and comments! Right on Tony & Scott.
I am not so sure about the personal attention! We have a sheet that discusses what all the client wants when they sign up. About the most recommended incident as far as personal service is that members want to be checked on with once a month. But for the most, members just want a place to work out period. Our gym is in a small town with many surrounding communities and most are beginners or intermediates no advanced or very few out of about 175 current members, Things are picking up and we don’t really offer things mentioned such as massages or anything. I do notice though (sadly) alot of people are comfortable being fat and lazy! I have heard it right from their mouths even. (Yikes!)
I think people are even more lazy and spoiled nowadays. The majority of people are just not motivated to do anything that seems remotely hard or requires effort.
Working out is the LAST choice people make. People will try ANYTHING before having to get up early, make a commitment, really clean up their diet and learn how to eat right.
Change is tough. Most people are content enough nowadays to keep the status quo in their lives. Sure, being overweight sucks…but missing out on getting to eat whatever you want sucks even more. Guess which wins outs…
And all the junk “Lose weight without even trying” infomercials and infoproducts doesn’t help either. People are bombarded and brainwashed with so many lose weight without trying crap and fake testimonials, they don’t know what to think anymore or simply believe that there must be some “trick” out there that will really work.
You almost have to wait until people are at the end of their rope and then they say fine, I guess I’ll try working out.
People “need” to workout and eat right…but they don’t “want” to.
My issue is that it’s too easy to get certified and than call yourself a PT. One of the reasons why I hate the word Personal Trainer.
Just from what I’ve seen this morning – some guy training a poor client in his thongs (flip flops for you americans) and looking like he’s just come from the beach to the next guy training a client and destroying his knees with terrible form lunges while intently watching his feet and counting reps.
It ain’t rocket science to do things the right way. This is missing big time in trainer education. Here in Aus at least but I’m sure worldwide.
BTW – I’ve been solo running my biz for coming up on 5 years and things have never been better. There is no recession when you give people what they want.
Too many “trainers” that have no idea what they’re doing have ruined it for everyone.
Great feedback so far!
Rees – when I post my thoughts I’ll explain why I think what’s gone on in the fitness industry actually is an advantage for motivated personal trainers.
Pat, I look forward to your responces
Thank you for the great discussion. This is obviously a passionate topic for those who have responded. I think the fitness industry is suffering from growing pains. We are still in our infancy. Yes there are issues with personal training such as;
1) Lack of business knowledge on how to run a successful business.
2) Diminished emphasis on servicing the customers needs.
3) Too much emphasis on turning trainers into sales gurus.
4) Lack of collaboration amongst trainers themselves. It’s almost impossible for a new trainer to find a mentor.
5) Certifications are too easily attainable.
6) Far too many certifications pumping out students.
7) Trainers expectations that they are going to make 6 figures within six months.
The list can go on and many of the same issues have already been brought forward. How this impacts the public and the effect it has on getting people into the gym or our programs, it’s hard to say. But here’s what I believe. Until we as a profession ban together to help each other to move the industry to change then we can’t help the public in the way that we need to.
If our own industry is broken and fractured then we aren’t standing together with one voice to say that health is important for everyone, at all ages and income levels. Our services should be available to all and we are smart enough to figure out how to make that happen.
Once we come together and have a strong voice we may be able to help the public with the challenges they face on improving their health. Most of all we can teach them why they need to care in the first place.
Hey Pat,
Great question. My opinion about this is that there are too many wannabe fitness professionals out there getting a cheap $20 internet personal trainer certification and thinking they should be making six figures and charging high rates like they’re the elite professionals in the industry. What they end up doing is giving our industry a bad name by injuring clients and running poor businesses.
Another thing about the fitness industry is that there are always fads popping up with latest and greatest new exercise, fitness program, quick fix, diet, ab machine, supplements, etc.. and it really confuses the general public.
Right now we are very watered down with the next hot shot trainer just wanting to be famous and make a lot of money. We need more people willing to be in this for the long haul wanting to change our society for the better and truely improve the health of the people. Now there’s no reason you can’t make a lot of money and good living being a fitness professional, you just have to be in it for the right reasons.
I appreciate everybody elses respones on this and look forward to reading more.
Get after it!
Mike
I believe among everything mentioned, another problem is lack of education among trainers. Certifications are a neccesity yes, but it doesn’t and shouldn’t stop there. I need to be able to teach (not just train) my clientele because there will be a time when they have to work out on their own, and if they can’t I’m not doing a good job of instructing them on training their bodies.
I don’t put a lot of stock in online training unless I know the source is reputable, and the magazines of course will show you the “best” way in their opinion to work out but of course it’s not going to fit everybody and there needs.
I love learning new ways to improve my clients fitness, because it’s not just in how they want to look but it should be a long term solution of being happy with their ability to live a healthy life.
I agree with a lot of the comments. I became a PT as a progression from leaving the Army. My main reason apart from wanting to make a living at was educational. There unfortunately is a long road ahead of us to undo the damage thanks largely to Government/fashion industry/celebrity brainwashing.
Added to that the constant interference from capalist facism processing sound nutrition out of our food and selling it back to us in the form of what can be only be described as slop.
Unfortunately we have a serious denial culture where those who are an unnatural size for their height/frame believe that it is not their fault.
Harsh as it may sound that is one of the main problems. You are responsible for your life/body/actions.
So as a PT I look at the whole client and what has led them to ask for my help in the first place.
If we can get people weaned off the useless quick fix diet industry treadmill with its impossible promises, that would be a good start.
How about more education regarding food/labelling/hidden dangers like excitotoxins/good fats as opposed to plastic trans fats?
I could go on but I’m sure you all get my drift.
So by this I may not become the rich celebrity trainer many aim for. However I am realistic enough to allow myself 5 years for my business to get established with clients who know I can deliver quality results. All my business so far has come from referral from
satisfied customers.
It’s certainly not easy, so those that come in to the industry and think that they are going to be the next big thing are deluding themselves.
Look around and see that a lot of so called new stuff is just the re invention of the eighties wheel.
I didn’t go down the gym chain route as I found them too greedy and impersonal.
Hey Pat,
A couple of years ago I read an article in Club Industry where the CEO of Planet Fitness, Mike Grondahl said (paraphrased) … “The climate in the fitness industry has changed over the last couple of years. Health clubs have now become a commodity.”
When I read that I got a bit ticked because first off, he was right.
And second, the industry at large stayed “loose” and just let it happen.
The idea that health clubs are basically fungible has just opened the door to a spin off of low entry franchises that get their members in low…make some dough on high volume…milk it …and service no one. Maybe a decent business model…I don’t know…maybe?
But, this idea has nurtured a mindset for the general public as well to put a low ball figure on their own health and well being. The payoff?
Ultimately…there is no payoff.
So, to the guys and gals who kick ass and are in the trenches day in and day out need to be out there, on their own, throwin’ down some serious game and bring back THE VALUE to our industry.
And, for the BIG GUN clubs who fail to understand where great service starts and NEVER ends…?
Small armies have fallen great giants.
“RIPP IT UP!”
Matt
In one word, our problem is “Accountability”. I have believed this for a number of years, and those who have listened to me, changed their busness models/techniques, and executed consistently have flourished.
The thing is, what we sell is not what the client/member is buying. For example, Sales Associates in clubs are taught to peel back the layers of the onion to get to the emotional issues as to “why” the prospect came into join. Then what??? Well, the Sales Associate uses that information to close the prospect and moves onto the next one. All of that emotional baggage that the Sales Associate digs up is left there, untapped, and never communicated to the remainder of the Club. The new member joined for a reason, which in his/her mind is what he/she bought. If that emotional baggage isn’t communicated to the service delivery people, then how does a Club know it’s delivering what a new member bought (namely the emotional reason for joining)?
If a person joins to lose weight and then doesn’t lose weight, why is that ALWAYS the fault of the member and NEVER the fault of the Club? We as an industry have to deliver “results” and this is at the core of what’s wrong with our industry. For so long we have been selling keys-to-the-door or participation-in-our-bootcamp or an-hour-of-PT-time, but this isn’t what the customer bought. Is there an accountability issue on the customer’s part as well? Sure, but if you bought a $150 dress shirt from Sax Fifth Avenue, got home, tried it on, and didn’t like the way it looked in a different light, you’d return it right…and Sax would gladly take it back because you didn’t get what you bought…namely, a shirt that makes you look good! Really good!
Until we as an industry deliver on promises and what we sell to customers, we will continue to struggle. It’s the same with the healthcare industry. They don’t deliver on outcomes either, and they’ve spiralled out of control. Do we want to be yet another blight on this nation’s economy?
I opened my own fitness center in July of 2008. I had an active membership of 88 people when I first took it over. It was place that was run by front desk personnel who were collecting an hourly wage. Little did I know that the economy would crash down in October of that year.
My backround is the restaurant industry where service is everything and will make or break your business.
I had previously been a “fitness director” at a club who was more interested in how much you sold vs the results of the clients. As a personal trainer I always worked with my clients and was available to them for questions via email or phone. I had soon built a great ongoing clientel with people waiting to get a spot with me. The club was very frustrating because it was so much of the “nickel and dime” mentality. I swore that when I was able to open my own facility, I would take the good things that I learned and toss the bad.
A year and a half into my new club, I have over 420 members with a thriving personal training clientel and I am in an entirely new market!! 85% of my advertising is word of mouth and referrals. We do very little outside paid advertising.
The reason for the growth and all the referrals is our service and the staff. We pay our desk people well over minimum wage. We encourage them to get certified in their area of fitness interest. We make sure they are in shape and have time to workout during the week. As the owner, I clean, do tours, teach classes, do personal training and treat everyone as person, not a barcode.
The fitness industry needs to get away from the “factory fitness” mentality and start really working towards the obesity problem in our country. We need places where people are knowledgeable in nutrition and fitness. Places that focus on the person, not the number. Places that challenge people to do better and teach their families to do better.
Pat,
Excellent query and thank you for the opportunity to respond.
I believe there are quite a few things wrong industry wide in general, however my biggest umbrage lies with individuals who are not willing to learn from others. Those who lack humility and are not “teachable.”
It matters not their experience, age or gender…I’ve seen it across the board. Those who’ve “mastered” a certification exam and believe that is the pinnacle of training expertise.
I’ve been in this business in one facet or another for almost 30 years and I’m still boggled by how little I really know. As mentioned previously above, a mentor for newer trainers isn’t always easy to find. I have offered to mentor several younger trainers in the area but to seemingly no avail because they feel they’ve learned all they need.
Another issue I have tremendous angst for is lack of full and quality service. I know many a trainer here locally who believes (or believed since many of them have now moved on to other professions) that simply showing up at the gym and counting reps was all that was required or expected of them.
Servant leadership is a lifestyle model that can change the life of the person withwhom you associate as well as your own. Dr. Edwin Louis Cole often stated that “Your care for others is the measure of your greatness.” Not enough trainers really care.
Anyway, that’s just a couple of things I wanted to add. Thank you again for the opportunity to write in and for all that you, Nick and Jim do for us and our industry.
SP
I personally think nowadays there is more right than wrong with the fitness industry in general.
The problems have stayed the same:
- 80 to 90% turnover rate for personal trainers
- Personal trainers treating their business like a hobby rather than a business
- Fat personal trainers…this is a personal pet peeve of mine. Doesn’t matter how much knowledge you have…if you look fatter than your clients..thats a problem.
- Trainers stuck in their own little world, not evolving and not constantly seeking out knowledge to broaden their skill set. You can work out with weights and bodyweight but there are just so many more tools to use out there.
What’s right?
The multitude of different knowledge we have at our disposal that can allow any one trainer or business owner develop their own meaning of “truth”
The increasing amount of business coaches who share different opinions so that we can use to spread our knowledge to a bigger audience.
More options clients can choose from so they can pick and choose what works for them and what doesn’t. One on one, group training, boot camps, online training, online meal planning, ebooks, etc….More options equals more power.
The fitness industry as a whole is evolving and as bad as everyone says it is all I see is how much better it’s going to become.
Too many trainers are just trying to sell their time without proper regard for servicing and over delivering.
We should be totally concerned with getting the best outcomes for our clients-full stop.
Your business will thrive if you are providing everything your clients need to improve their weight, fitness, performance or whatever their goals are.
We need to think outside the few hours we have them for each week and provide the motivation and tools for success 24/7.
Blog articles, newsletters, nutrition information, workouts to do at home, extra programs, being available via email etc to answer questions and really getting to know your clients so they know you care.
Do you know their childrens’ names, which schools they go to, where they work, what they do, their hobbies and other interests, who knows who outside of training? If the answer is no, start learning and go above and beyond to meet their needs
jo
i own a health club in Australia and i have seen the model of a club change.
trainers were employed by the club, trained and educated regularly and there was a consistancy in training and attitude. the trainers would work together as a team for the growth of the club because of the increase of satisfied members.
With the growth of fitness first here, the trend of trainers being contractors not employees became a reality. the trend has been such that most clubs follow this model.
We do not.
Our sales people sell a product and that is results. if the club refers the client to a trainer that is a contractor, what loyalty does that trainer have to the club to ensure that the client receives that product at that club. if the client then doesnt receive what they paid for then who has the bad reputation? the club.
We guarantee results because my trainers work for our club and they are rewarded by the results they achieve.
every month our clients know that we will be evaluating their performance and the trainers performance by running “MEASURE UP WEEK” every month. this way everyone is made accountable; the club, trainer and client.
As a club owner for 20 years, my passion is still as powerful as the day i started and with my team we are trying everyday to ensure that we have raving fans because they have the product they paid for.
I believe the problem in Australia’s industry is respect!! We have people who think the job is glamorous doing 6 week courses and then competing in the industry with people such as myself who are passionate, live it and have studied for years.
Other Allied Health Professionals do not give us any respect either.
How can our clients respect us too when stupid shows like Biggest Loser don’t explain why someone can lose 16kgs in one week???
I think too many gyms are focused on getting memberships rather than RESULTS and retention. The big fitness facilities just want to sign people up and throw them to the wolves- when in reality, more than half of the new members have never had proper exercise instruction. This is why the smaller, warehouse style/private training facilities are popping up more and thriving (in my opinion).
I’m no business expert, but I seriously believe in giving 100% into everything you do. If you own a fitness facility, you’re doing every member a huge disservice if they aren’t getting results.
I’m not a fan of commercial gyms in my area, and even more how the average personal trainer is conducting business. It’s far too easy for any Joe/Jane to become a “trainer” by passing a weekend course. That pisses me off more than anything; it’s one thing to be passionate about this business and devote years to learning and education, but to just take an exam and expect to start being the best trainer around is a whole other story..
I think I ranted on 3 different directions, but this trend has to stop. The smaller/results friendly/group training gyms are going to thrive, where the trainers and staff actually care about their clients/athletes getting results. Todd Durkin recently explained to me at the PB Seminar in LA to deliver an experience to your clients that they will NEVER forget and want to talk about. That is how it should be!
Keep up the great work, Pat!
That’s something I’ll be very interesting in reading.
Yes, I could’ve been more positive. I do think this is an advantageous time for trainers that provide a quality service and not just a bunch of exercises scattered on a sheet of paper. But I would like to see our level of professionalism and perception improve.
I think we can do a whole lot better. The next 10 years will be very interesting.
Look forward to reading your next post.
Pat thank you for inquiring and will be curious as to what your answer will be once you collect everyone else’s. Here is a recent article I wrote that is so apropos for this.
10 Reasons Why Your Personal Training Business is Not What it Could Be
1. You think because you are a personal trainer, people will come running to you.
Wearing the word “TRAINER” on your back means squat, really. Personal trainers are a dime a dozen these days, especially when you can do a 2 hr. course and get ‘certified’. What is it that makes your service a quality one for folks who are seeking guidance from a professional? Don’t sit and wait for word of mouth until you have established yourself in the community and have earned it.
2. You think you know it all.
You don’t. What would suit you best to learn more about the target audience that you train? All of the letters after your name are confusing to the lay folk. Dazzle them with solid knowledge and reasons why you are teaching them what your message is. Be prepared to answer their questions, because remember, you are the professional who they look towards.
3. You talk about yourself.
You profession is not about you nor what you do, did, or desire. People pay you to be listen, guide, instruct, and be the corrective feedback loop they need. Filling the time in with what dazzles you is a turn off and a waste of their hard earned money. Turn the table to them when they ask about you; often times they do this because they get anxious about their new endeavor. It is up to you to help them remember why you’re with them. That is being a professional.
4. You’re boring.
Do you find yourself repeating the same exercises and the same routines with your clients? Even if you promise that ‘every workout is never the same’ still has the same undertone of a boring skeleton of moves. Maybe you’re boring because you’re bored. Nobody is watching over you and you have to get better, creative material or else your reputation will sink. Be active in delving into creative movements that your clients would never think of, let alone do themselves.
5. Your biggest claim is that you will get your clients ‘results’.
The only people that can get results for your clients are the people themselves. This ought to be first and foremost on your list of engaging in a smart business practice. Results, guarantees, pie- in -the- sky claims may sound good to hook potential people in, but the real work comes in the education that you provide for them to achieve their own results. It’s your job to educate and instruct, unless you want to personally do the workout for them.
6. You’re not listening to what your clients are saying.
Most of the time your clients simply want to be heard whether it is an ache/pain; what is most important to them in their fitness goals; some emotional strains they are going through; or just to blow off steam. Moving the body and the ability to express all of these go hand in hand. Listen up.
7. You are not marketing yourself, constantly.
No, this does not mean wear your ‘TRAINER’ shirt everywhere and shrink wrap your vehicle with your brand. The best place to market yourself is in your very own community. The more ways and times that people see your name the better they will connect with you. Once a month do a pro-bono talk for a small group. Groups are always looking for speakers to bring to their followers and your message is worth a listen. The opportunity to brand yourself and your message to a variety of people will not only get your message out there, but will help you become a better leader in the community.
8. You do what all the other trainers do and you sit in ‘trainer stew’.
Be different, be bold, and explore what other trainers are not doing & saying. Be intelligent about your new approach. The fitness industry is HUGE and getting larger. Why crowd yourself in with what everyone else is saying and helping to lead the same groups of people down the same road to fitness. Sooooo….. boring. When you come across information that may be helpful to a client and/or to simply to add to your knowledge base ask yourself: why does it make sense? Take a stand on a view that is off center. Find other words to use beside the buzz ones. They have lost their sting. (Warning: this may require you to do extra credit research.)
9. You are a good counter.
20 years ago when I started in the industry, the man whose company I worked for showed me a very good lesson that I taught myself. Somehow he earned a reputation as a ‘good’ trainer because he was a football coach, young & handsome (the ladies loved that), and was a business major who had success in starting his business. The one thing he did well was count. Yep, he counted reps, loud and clear. That never made sense to me; it held little meaning for what those people were paying per hour. What drove me to succeed was that the service that I provided was good instruction and quality use of their money. Stop counting, it sounds stupid.
10. You treat your clients as if they work for you.
‘Give me 25 push-ups’ you say. Or ‘Wow, I am impressed that Mary did 20 more squats than Sue’. Somehow the punish me attitude of driven- workout -maniac people present an opportunity for authority and status. Who are your clients giving pushups to? If they are giving them and any other exercise to you, what are you doing with them? Again, it’s not about you. Don’t confuse your clients by asking them to impress you, because somehow they will work to do that. Then you’re dragging them along, and they become your fan club rather than efficient exercisers. Maybe you want a fan club, check into that. Consider this: your job is to help your clients become autonomous. That means that through time they depend less on you because you have lead them through an educational fitness program. This is a good sign of success and one that will keep you in the right frame of mind too.
Look forward to hearing more….
Best. to you Pat.
The problem with the fitness industry in my opinion is that many trainers are unprofessional and
need to spend more time working on their business.
Also, I believe I can only speak for myself in saying I was not perceived as good enough with some
prospects. People are still spending as long as they see the value in what they are paying for.
I think this will be an advantage to those that are well trained, professional, and deliver results.
This will allow those trainers to shine as a step ahead of the rest. I am going to be part of that brand.
Thanks for sharing great information on your blog Pat.
Pat I do not think the fitness industry is broken.
After 17 years of owning two gyms in New Zealand I have had the experience to say that it is people who need to be educated about the importance of exercise.
But who is responsible for this education? It is not the gym or any single personal trainer. We are all doing our best but people are lazy and don’t really believe they should pay.
They wait until they are broken and then frantically look around for a solution. They wander into the gym like we have a magic wand and can fix them. Then they quibble about the price.
Should this education not come from higher up. Look at the ‘sickness treatment’ system, they do not want people well – how would they make any money? And they have the gall to call it a ‘health’ system. What are they doing to keep people well?
20 years ago gyms were full of normal people – now we have an army of the ‘walking wounded’ and are expected to be able to help them without payment.
Somehow they have to accept they have two choices ‘do it or die’.
So when you answer the question of whose responsibility it really is you might have some answers.
Carolyn Hansen
Further to my post above i wish to add some statistics so you may reconsider your comment that the ‘fitness system’ is broken.
Within the next 10 years close to 400 million people worldwide are predicated to die of premature and preventable disease caused by our inactive and sedentary lifestyle and our low quality food supply.
Children being born today are estimated to have a 20-30 year shortened lifespan. Many will not outlive their parents.
2600 people die every single day of a modern ‘chronic lifestyle disease’ mainly the big three – heart disease, cancer and diabetes
in the US alone.
88 million baby boomers are reaching around 60 years old in the US and their health is poor due to a lifetime of inactivity. The ‘harvesting’ of these people has begun by the ‘sickness treatment system”.
It is unrealistic to blame gyms and trainers for being unable to fix the greatest health threat the world has ever experienced.
The current “health care” system could better be called an “illness treatment system” treating symptoms and diseases after they occur. This system is dependent on sickness to survive; therefore, it must insure that there is plenty of sickness to keep it busy.
It has nothing to do with health and fosters a culture of medical dependence and irresponsibility for one’s own well being.
This “sickness” business is reactive; no one really wants to be a customer of this system until they are forced to when stricken by illness.
However at this stage the human body has already arrived at a broken down state and it may be too late. Wellness cannot come from drugs, hospitals and doctors.
The greatest health challenge our society faces today is the fact that 50% of people in the world has at least one illness and many have multiple chronic conditions with the majority of the population being overweight or obese.
Sadly, incredibly powerful, money motivated forces are not helping people to take control of their own health and are actually encouraging them to gain weight and become unhealthier to continue to feed the “sickness” system.
Where are the voices of outrage about this? Do you care?
This has to be changed before it is too late for the sake of our own lives and our children’s. A new focus on wellness, not sickness, is essential for a 21st century health system. Without our health, little else in life can be accomplished.
But health is not a given right – and wellness means becoming more proactive and taking responsibility for ones own health and well-being and finding and practicing solutions to ensure this.
Gyms and trainers can hardly put a dent in this situation. It is unrealistic to expect them to.
The solution needs to come from elsewhere but where?
Maybe this is the question that should be asked not what to do about a broken ‘fitness system’.
Carolyn Hansen
Carolyn – I’d suggest that the fitness industry is broken – but that is only part of the problem.
Frankly, the entire health care industry (at least in the U.S. as it’s the only one I can speak to intelligently) is broken.
While I am in 100% agreement that the changes that need to take place are far reaching – much broader than just the fitness industry – I also think that the best starting point for change in any area is typically in the mirror.
Perhaps I’m naive, but I feel as if each of us did a better job with the things in our control we’d get much farther than the typical approach of telling others how they need to change.
So if we do a better job infusing physical culture back into the lives of the people we work with and help them lead healthier lifestyles instead of just selling them memberships – then those people are far more likely to raise children with the same values.
If we take it a step further and actually offer sound youth programs then we can help children develop habits early on rather than spending all of our time trying to change 30 years of poor habits in adults.
So, as I said – I agree the issue is bigger than just our industry…but if we can’t improve then how can we ask others to?
Jeffrey – you are spot on!
Donna – Interesting take on Certifications. I’m not sure I agree – but I’m not sure I don’t.
I don’t know that ‘too many’ is the problem as most leave the field quickly. Maybe, but I doubt it.
I touch on the career path of trainers (or lack of one) in my post. Please comment after reading that as I’d like to see your thoughts.
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