June 2016
The UK’s No 1 fitness industry magazine
Focus on those who need your help, PTs urged By Christina Eccles
LEADING trainer Phil Learney has urged other PTs to stop trying to impress their peers and start focusing on the people who really need their help. At this year’s BodyPower Expo, which took place at the NEC in Birmingham, Phil delivered a seminar focusing on the fundamentals of a successful personal training business. And his advice to delegates included be honest with yourself and drop your ego, as the negative perception some people have of personal trainers may be putting them off seeking help with their health and fitness goals. He explained: “This industry is driven largely by ego. You have to do this because it makes you appear ‘the best, ‘elite’ or an ‘expert.’ “But guess what our clients don’t really like...? You have to understand the demographic of the people you are talking to. “Stop trying to impress your peers. Personal trainers are trying to impress their own industry instead of the clientele who need our help.” Phil also explained that many clients will fear change and also fear the failure of not being able to sustain a
diet or training plan. But he believes trainers can help change this mindset – if they take the time to listen and understand who they are talking to and put the effort in to service each person’s individual needs. He added: “The people we need to help don’t feel comfortable in our presence – that’s a real problem. We make people feel uncomfortable and people fear the things they don’t understand. “We are in a service based industry. If you can’t establish a good level of service for your clients, forget about your business. “Identify and anticipate clients’ needs and treat them like human beings. Be transparent – transparency in business is a massive thing – and tell people what your prices are. “Define your service offering and do more than what they expect – people appreciate that. “Business is about working hard, working intelligently and working with the people who need your help.” n Do you agree with Phil? How do you go the extra mile to support your clients and gym members? Send your comments to ce@scriptmedia.co.uk and we’ll print the best responses next issue.
No 273 £3
Conference to focus on technology and trends
The new £15m Hinckley Leisure Centre will be officially opened later this month by Olympic medallist Sharron Davies MBE. The centre, which includes a gym, group cycling studio and swimming pool, will be operated by Places for People Leisure on behalf of Hinckley and Bosworth Borough Council and has already been well received since opening to the local community last month. Council leader Mike Hall said: “We are delighted to welcome Sharron Davies MBE to the official opening of the new leisure centre. Since its public opening, we have received incredible feedback and welcomed thousands of people through the doors.”
THE growing use of technology in the fitness industry – and the latest trends in this area – will be among the topics discussed at the 2016 National Fitness Conference. Taking place at Leicester Tigers stadium on Friday December 2, the conference precedes the National Fitness Awards at the nearby Athena. And following a successful debut last year, the 2016 conference, in partnership with headline sponsor Harlands Group, promises to be bigger and better than ever, with speaker details and running order announced soon. Workout editor Christina Eccles said: “We’re really excited about this year’s conference and already have big plans in place to build on the success of last year’s event. “This year we have a new venue; creating more exhibition space and greater networking opportunities for delegates, as well as the opportunity to learn from some top speakers who will all be experts in their field. “If you’re serious about improving your fitness business, make sure you have the date in your diary, as it’s an event you won’t want to miss!”