Marketing Personal Training in a Recession

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By Sal | February 24, 2010

Personal training has become accessible to a wide-range of people, yet many people still consider the service to be a luxury. In the current recession personal trainers need to keep existing customers happy and attract new business.


This item will deal with existing clients.


Given the current economic conditions, with regard to existing clients, you do not want to give clients any reasons to walk away.  Face it, if a client loses their job or suffers a pay cut – or any other change to their earnings –that results in them leaving you, there’s really nothing that you can do.

However, when times are tough - and now times are tough - even people who haven’t had their earnings affected by the economy re-evaluate their spending habits.  Make sure you are doing everything possible to make sure clients feel they are getting what they paid for and don’t give them a reason to even think about taking their business elsewhere.  In my town the local diner, deli and mid-level restaurants – the places that have a reputation for giving great value – are as busy as they have ever been.

Regardless of the price point, people do not like to compromise on quality, but people are more sensitive to this fact with a perceived luxury product or service.  As clients’ focus is on obtaining value, make sure your focus is on delivering it.  Make sure you are as attentive as possible, keep your facility clean and don’t skimp on supplies, accessories and sundries.

If you have your own personal training gym, perhaps you can provide fruit, purchase new gym towels or update or upgrade other facility amenities.  This might be a great time to add a new coat of paint to your space, buy new flexibility mats or even buy a new piece of equipment, if it’s in your budget.

You cannot do anything about clients who live a lifestyle that they can’t afford, and who may bail on you during tough economic times.  You certainly should not discount your service in order to keep these people in the fold, as cutting prices on a luxury service is never a good idea.  Personal trainers are time-based professionals and we should never devalue our time.  You can read more about my philosophy on this subject in my book, “How to Make More Money as a Personal Trainer.”

There are always people who will “trade down” to get rid of excess (or perceived excess) in their lives, regardless of economic conditions. However, if you are doing your job these folks will likely recognize the importance of keeping you as a part of a simpler lifestyle.  People who purposefully turn away from material items many times place more importance on experiences, such as a rewarding relationship with a high-level personal trainer.

Don’t be paralyzed by fear as a result of the current economic conditions, instead be proactive and solidify the role you play in your clients’ lives.

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