How to Increase Revenue Per Member with Personal Training

Looking to give your gym's revenue a serious lift?

While membership fees keep the lights on, personal training can really crank up your earnings. Personal training is a premium service that brings a lot more to the table. It’s about giving your members tailor-made workouts and personal attention from top-notch trainers, which can seriously bump up how much each member spends.

In this article, we'll show you how tapping into personal training can not only boost your bottom line but also ramp up the satisfaction of your gym-goers. It’s all about matching what your members want with what your trainers are great at. 

Develop a Targeted Marketing Strategy for Personal Training 

Start by pinpointing exactly who your target audience is. Understanding who frequents your gym and what their specific needs and desires are can dramatically influence the effectiveness of your promotional efforts. For instance, if your gym attracts a large number of seniors, your marketing should focus on the health benefits that personalized training can provide for older adults, such as improved mobility, balance, and strength. Highlighting these benefits not only speaks directly to their needs but also showcases the thoughtful approach your gym takes to personal training.

Once you have a solid marketing plan, you’ll need to get the word out and make sure your members know just how beneficial personal training can be.

Here’s how: 

1. Targeted Email Campaigns: Segment your email list. Send personalized messages to different groups based on their gym usage patterns, interests, and previous purchases. Highlight success stories, offer a glimpse into how personal training has transformed other members, and maybe sprinkle in some exclusive email-only offers to nudge them towards signing up.

2. Special Promotions and Introductory Offers: Everyone loves a good deal, right? Kick things off with introductory offers that are too good to pass up, like a discounted first session or a bundle deal that includes a nutrition consultation. These offers can help hesitant members dip their toes in without feeling like they're diving into the deep end.

3. Success Stories and Testimonials: There’s nothing more convincing than hearing from peers. Share stories and testimonials from members who’ve seen real results with personal training. Whether it's through before-and-after photos, short interviews, or member spotlights in your newsletters, let your members do the talking.

4. Social Media Buzz: Leverage your social media platforms to create buzz around your personal training services. Post engaging content like day-in-the-life videos of personal trainers, workout tips, or live Q&A sessions where trainers answer fitness questions. Use hashtags, run contests, or even feature members’ progress posts to keep the conversation lively and engaging.

Pricing Strategies for Personal Training

Getting your pricing right is crucial—it can make or break your members’ decision to sign up for personal training. Here’s how to structure your pricing to be both competitive and profitable:

1. Package Deals: People love getting a bargain, and packages do just that. Offer personal training sessions in bundles—like sessions of 5, 10, or 20—that come at a slightly reduced rate compared to single sessions. This not only makes the per-session cost more appealing but also encourages members to commit for the long haul, ensuring steady income for your gym.

2. Tiered Pricing: Not all trainers are created equal, and their pricing should reflect that. Consider having different price points based on the trainer's experience and specialties. Newer trainers could be a more budget-friendly option, while seasoned pros can command a higher rate. This approach allows members to choose what fits best with their goals and their wallets.

3. Membership Add-ons: Integrate personal training as an add-on to your existing membership tiers. For instance, your premium membership could include one personal training session per month. This integrates personal training into your members’ regular routines, making it a part of their overall fitness strategy rather than an extra they might skip.

4. Promotional Discounts: Use discounts wisely to attract new sign-ups without devaluing your service. Limited-time offers, like a 20% off for signing up within the first week of membership, can create urgency and boost immediate interest.

5. Flexible Payment Options: Make it easy for members to say yes by providing flexible payment options. Allowing payments to be split over time or aligned with payday schedules can remove financial barriers, making personal training more accessible to a wider audience.

Trainer Quality: Elevating Your Team to Elevate Your Gym

Great personal trainers are the heart of any successful training program.

Here’s why investing in high-quality trainers and their continuous education is non-negotiable:

1. Quality Matters: The better your trainers, the better the results your members see—and nothing drives personal training sales like visible results. Make sure all your trainers have up-to-date certifications from reputable institutions to boost their credibility and assure members they’re in good hands. 

2. Experience Counts: Experienced trainers bring more than just knowledge; they bring insights into client motivation and retention. Consider hiring trainers who specialize in various areas such as weight loss, rehabilitation, sports conditioning, or senior fitness, making your offerings more attractive to a diverse member base.

Continuous Education and Training for Personal Trainers

1. Stay Ahead of the Curve: The fitness industry is always evolving, and so should your trainers. Provide opportunities for them to attend workshops, seminars, and courses that keep them on top of the latest fitness trends and techniques. This continuous learning not only improves their skills but also keeps them motivated and engaged in their roles.

2. In-House Training Sessions: Regular in-house training sessions can be a great way to ensure all trainers are consistent in their approach and up to date with your gym’s standards. These sessions can also foster a sense of teamwork and shared goals, enhancing the overall work environment.

3. Feedback and Reviews: Encourage a culture of feedback where trainers can receive constructive critiques from peers and clients. This feedback can be invaluable for personal development and helps trainers fine-tune their methods to better meet the needs of your members.

Upselling and Cross-Selling Techniques

To really drive your gym’s revenue through personal training, mastering the arts of upselling and cross-selling is key. 

Educate Your Trainers on Sales Techniques

Train your personal trainers not just in fitness, but also in the basics of customer service and sales. Teach them how to listen for cues during sessions that could signal a member might be interested in additional services or upgrades. They should feel comfortable explaining the benefits of a higher package or an additional service that complements their training regimen.

Bundle Services for Better Value

Create bundles that combine personal training sessions with other services your gym offers, like nutrition counseling, group classes, or even spa services if available. For instance, a “Total Body Transformation” package could include personal training, a diet plan from a nutritionist, and a few yoga classes to complement the rigorous training.

Highlight the Benefits Clearly

Whenever trainers or sales staff discuss upgrading or adding services, they should be clear about the benefits. Whether it’s faster results, cost savings on a bundle, or the added convenience of nutrition and fitness under one roof, make sure the member understands what’s in it for them.

Use Technology to Your Advantage

Leverage your gym management software to track member habits and preferences. This data can help personalize the selling points tailored to individual needs. For example, if a member regularly books certain classes, suggest personal training sessions that align with the skills or fitness goals related to those activities.

Timing is Everything

Encourage your team to find the right moment for upselling or cross-selling. A good time might be when a member achieves a personal milestone or when they’re discussing goals that align with additional offerings. These moments can naturally lead to conversations about how other services can help them continue their success.

Final Thoughts 

Investing in your personal training program is more than just a revenue strategy; it's a commitment to the overall enhancement of your gym's service quality and member satisfaction.  As you implement these strategies, keep the focus on creating value for your members. The true success of your efforts lies in how well they resonate with the people who walk through your doors every day. Their progress, satisfaction, and continued patronage are the real measures of your gym's growth and vitality.  

Every gym owner dreams of boosting leads, gaining new members, keeping them around longer, and expanding their business—all without breaking the bank. But let’s face it: most management software options out there fall short. They’re either too clunky, too pricey, or simply outdated.  

Enter FLiiP. Born out of a gym owner’s frustration with the lackluster tools available, FLiiP offers a powerful yet user-friendly solution.

With over 200,000 users worldwide, ranging from boutique studios to global franchises, FLiiP has become the go-to choice for managing finances, operations, and growth.

Étienne Dubois

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