Why do people visit a fitness club? This is far from the most common question one can ask the trainer. Nevertheless, his earnings directly depend on the understanding of these reasons and motives. Where is the connection, you ask? And the connection lies in the fact that it’s necessary to find a special, individual approach to each client. Of course, all clients visit a fitness club with one obvious goal – to improve their physical shape. But a competent coach knows that an obvious reason always hides one or more non-obvious ones. If you manage to understand what really motivates a person, it will be easier for you to work with him and it will be easier to retain him, which means you can earn more.
Why do people visit a fitness club
TIP. This series of articles on the earnings and income of a fitness trainer is a logical continuation of a series of articles that describe in detail his profession from different angles. In this regard, I also recommend reading the following materials: “Who is a fitness trainer“, “Job description of a fitness trainer“, “How to become a fitness trainer“, “Myths about the job of a fitness trainer“, “How to get a job of a fitness trainer“, “Interview for the job of a fitness trainer“, “How does a fitness trainer get a client“, “Secrets of the job of a fitness trainer“, “Secrets of success of a fitness trainer“, “Nuances of the job of a fitness trainer“, and “The CV of a fitness trainer“.
So, first of all, let’s define what needs people come to a fitness club for. According to studies of the psychology of human behavior, there are five such needs: the need to acquire, the need to get acquainted, the need to learn, the need to protect, and the need to feel. These needs have the strongest influence on the decision-making process, including (in our case), on the decision to visit a fitness club.
- The need to acquire. In our case, it is precisely the acquisition of intangible assets, such as position in society, social status, or an indicator of prestige, that is meant. For such a client, it is often not so much the result of training that is important as the very fact that he visits a fitness club, which in turn should be a kind of indicator for his environment. Leading a healthy lifestyle is a trend, visiting a fitness center is fashionable, being a member of a VIP club is prestigious.
- The need to get acquainted. Driven by this need, some clients come to a fitness club because of the desire to be needed by someone, others are looking for new friends or like-minded people, others are looking for a life partner, others are looking for business partners, and so on. It is in the service sector, to which the fitness industry belongs, that the most favorable conditions for new acquaintances are created. It is easy to find a common language with such clients, it is pleasant to communicate and they will gladly recommend you to their friends.
- The need to learn. This category most often includes potential future trainers, but not only. Curiosity drives these club members. They want to know how the club works, how many trainers there are in the club, what their work schedule is, how much classes costs, how protein differs from amino acids, which is better, squats or leg presses, and so on. You can often see them in your club on an interview, and then they become your colleagues.
- The need to protect. This is the basic instinct of any person, everything is fundamentally simple here. Protect yourself, your family, friends, property, rights, and not only. Most often, such clients attend martial arts classes, but no less often guided by the same goal – to protect themselves, to get rid of the fear, to fight off hooligans, they also visit the gym, where they can build muscle, increase strength and make it clear by their appearance that it’s better not to mess with them.
- The need to feel. This includes those who come to the fitness club for new sensations. Those who have not exercised for a long time and would like to feel a pleasant burning sensation in the muscles again. Who doesn’t know what high-intensity, functional or interval training is and now wants to try it. Also, this category includes those who lead a sedentary lifestyle and want to radically change it, and even those who are already constantly involved in sports, but just want to change one its kind to another.
I present this list of clients’ needs here so that you can independently classify them according to the purpose of visiting a fitness club. Once you understand the reason why the person actually came to the fitness club, it becomes easier for you to determine if they will buy workout programs, personal trainings, meal plans, additional club services, or other products and services. In other words, you must learn to determine whether it will be possible to make money with this client or not. Your homework is to identify and prioritize one to five of the five categories listed above. Do it in ascending order, from the category whose representatives, in your opinion, are least interested in purchasing the club’s goods and services, to those who most often buy and use them.
So now you know why do people visit a fitness club. Yes, of course, they go to exercise, to work in the gym, to attend group classes, an aqua zone, martial arts sections, and so on. But, as I said at the beginning, every person is driven by something. Something that he usually keeps inside and reveals gradually with competent communication from you. The trainer’s task is to get to know each other, communicate and, by asking competent questions, understand what brought a person to your fitness club. As we have found, a person can be driven by several different needs. If you offer him something that he is not interested in, there will be a high probability that he will say “no, thank you.” But if you managed to find the keys to him and can give him what he is really interested in, then your chances of making him your client increase significantly. And as you know, every client is money, and the more clients, the higher the earnings.
Felix Palmer – author of the blog crusfit.com