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Developing
your Image as a Fitness Professional
by Sherri
and Alex McMillan
The Fitness Industry
has come a long way. It has evolved from the stereotypical
hard-bodied fitness instructor or trainer who teaches classes
or designs programs when they find time outside their ‘real’
job to a point where skilled and willing individuals can
actually make a financially and personally-rewarding career
helping people adopt a healthier lifestyle.
But how do you get
to a point where you can actually make a good living in
this industry? It starts by developing your image as a
fitness professional so it is clear to your customers that
you are serious about your career and you aren’t just doing
this as a part-time job until you get a ‘real’ job. Once
you develop this image, you will be able to justify higher,
more professional fees for your services. In order to
develop your image as a Pro, everything you do, say, and
wear must scream professionalism. Sometimes we forget
that the fitness industry is a business and in order to
succeed, we must operate all systems in a professional,
business-like manner. Here are some quick and easy tips
to reach Pro status:
Service
a Need:
The most important
step in regards to developing your image as a fitness professional
is to understand what the needs of your clients or participants
are. Once you understand the needs of customers in the
fitness industry, then all you need to do is focus on servicing
those needs. Everything else takes care of itself. Before
any interaction with anyone, ask yourself "how can
I help this individual? What are their needs?"
You will be rewarded in the fitness industry tremendously
if this is your focus.
Diversify:
The more roles that
you can hold in the fitness industry, the more likely that
you will have longevity. The reality is that most people
burn out quickly when they perform the same role over and
over again. So if you can examine your strengths and passions
and then include a variety of roles such as Personal Training,
Group Fitness Instructing, Presenting, Writing, Managing
Departments/Programs etc. you’ll be more likely to actually
want to stay in the industry for the long-haul.
Treat
your Career as a Business:
In order to be a
true fitness professional, above and beyond developing your
technical skills, you also need to hone your marketing,
sales, customer service, presentation, and networking skills.
Sometimes, it’s challenging to find resources in these
areas specific to the fitness industry, however, you can
always pull from other service-oriented industries such
as restaurant, lodging, spa businesses and glean from their
systems and knowledge. Pick up books, attend courses and
enhance your knowledge in these areas. Your local Chamber
of Commerce can be very helpful in pointing you in the right
direction.
First
impressions count!
We all realize the importance of a first
contact whether it’s by phone or in person. People are
coming to us because they want more energy and a positive,
new perspective on life. They will be attracted to someone
who exudes these qualities. You must demonstrate an energetic,
positive, upbeat and caring personality! Let’s review
a few key concepts:
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Your promotional package should be
extremely professional and include a business card and
a flyer or brochure that lists your services and explains
your philosophy, experience, credentials, types of clients
you’ve trained and a few client testimonials. If you
work for someone else, be sure these materials are available
for you to use.
-
When interacting on the phone, demonstrate
professional phone skills. This includes ensuring
that your voice gives off the right message. Remember
your body language can be heard! Make important calls
when you’re feeling upbeat and energetic. Get yourself
psyched up. Ensure that your tone and words are energetic,
positive and animated. Try to stand and move while
chatting on the phone. These tips are also important
when leaving a message on an answering machine or recording
your message on your machine.
-
Demonstrate exceptional follow-up
skills right from the beginning. For example, call
to confirm appointments, call clients or participants
when they don’t show up for sessions or classes, return
all inquiries promptly or call clients/participants
back when you said you would. These will all demonstrate
exceptional organization and business skills.
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Arrive early and prepared for your
sessions and clients.
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The first time you meet someone,
be sure to smile, introduce yourself, give a firm handshake,
perhaps touch their shoulder or forearm and be conscious
of your body language (55% of the communication process)
and your voice (38% of the communication process).
DO
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DON’T
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•
Shake hands
•
Break the ice by engaging in easy chit-chat (where
are they from, what they do)
•
Look the individual in the eye
•
Lean toward the individual
•
Take brief notes on important points
•
Smile
•
Acknowledge and repeat their concerns
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If they’ve never been to the gym, provide them with
a tour. Introduce them to other staff members
and other clients so they feel part of a team or
family
•
Discuss their goals, their needs, their obstacles
to success. Ask them consequence and benefit questions
like “How does it feel to not exercise?” or “What
will happen if you don’t make these changes?” or
“Why is it so important for you to make these changes?”
or “What would be different if you lost those 20
pounds” or “How would it feel if you exercised 5x/week?”
or “How would it feel if you had a ton of energy?”
•
Show them an action plan and how you are going to
help them. Discuss a time frame for how long it
will take them to achieve their goals |
•
Interrupt
•
Tap your fingers
•
Get distracted by outside events
•
Assume you know what the client is talking about
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• New clients/participants know
very little about you and you know very little about them.
In the beginning, it’s always best to project ultimate
professionalism in your speech, attire and hygiene. For
example, if it’s after lunch, remember to brush your teeth
or if you have a mid-morning workout, remember to take a
shower. We’re not at all suggesting that once you get
to know someone you can be less professional, but in the
beginning it’s best to be more conservative. For example,
after training some clients for a while we may use more
“slang” language and jokes because we have figured out they
respond to that style. With others, we may be more direct
and all business because they respond to that style. The
key to being a successful fitness professional is being
able to adapt your style to your customer. But you can
only do this after you have worked with them for a while
and they begin to trust you.
By adhering to
the above systems, you will "wow" your clients
right from the beginning and they will be convinced that
you are the trainer for them.
Alex
& Sherri McMillan , M.Sc. - Alex and Sherri have been
in the fitness industry for over 15 years and have written
numerous articles and presented hundreds of workshops to
thousands of fitness leaders throughout Canada, Australia,
New Zealand, Germany, England, Spain, South America, Asia
and the U.S.A. including the prestigious IDEA, Can-Fit-Pro
and IHRSA conferences. Sherri was recipient of the 1998
IDEA International Personal Trainer of the Year and 1998
Can-Fit-Pro Canadian Fitness Presenter of the Year awards
and has authored 3 books: "Go For Fit - The Winning
Way to Fitness", "Successful Trainer's Guide to
Marketing: How to Get Clients and Make Money", &
"Fit over Forty - The Winning Way to Lifetime Fitness".
They are owners of Northwest Personal Training & Fitness
Education in Vancouver , WA and are spokespersons for Nike,
Spri, Fitter International, and PowerBar.
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