And With This Article, I've Met my Quota for January...

Time is money.

It’s a quote that’s taken to its limit in the world of selling.  Sometimes the harsh reality of this statement comes through when motives are examined in the world of fitness.

I’ve worked at box gyms before. Some of them really claim to “take an interest” in their clients’ wellbeing and fitness.

I agree.

Just what is wellbeing, however? Where training is concerned, that’s a valid and safe question to ask.  Put that to any gym manager and they’ll surely be ready to recant a litany in their defense, licking off example after example from their top notch fitness training staff. They keep the clients safe, bring them through solid progressions, and as a result, the client stays loyal for years. 

 I’m going a different route though. See, the above is all great – Optimal, even.  But I’ve noticed there’s a fine line we all straddle where motives are concerned. Let me illustrate.

The absolute worst scenario I can think of with my clients would probably go something like this: we’ve been training twice or 3 times a week for six months, and then said client lets me know he’ll be away for 10 days on business – or maybe just for a regular vacation with the family. So, like clockwork, two weeks later we have our next session, and I ask him if he kept his training up while he was gone.

“No not really”.

Why? Did you not have access to a facility there?

“Oh, there was a great gym in our resort – weights… pool… sauna…”

So what’s the problem?

“I didn’t know what to do in the gym without you there!”

S. M. H.

Believe it or not, that example above happens in real life often. I experienced it for a very long time with clients I’d work with too.  Here’s the thing. Working at box gyms can get a trainer “desensitized” to what matters most: educating clients. So when clients create a dependency on the trainer in areas like this – what to do on their own, or others – like how to stretch, or when to train during the week … it can almost be a “good thing” since that means you know your client will renew for another set of sessions with you. We’ve all gotta make a dollar right?   

Going back to the statement that opened up this piece, it’s about the time invested into the client. More so, the quality time invested into the client.  Sometimes we can forego that quality time in the name of the mighty greenback. Not a good thing.

Speaking of greenbacks, here’s some food for thought. If you were intending to get into the fitness game to strike it rich off the bat, you got into the wrong industry. Unfortunately, box gyms are normally part of large chains. Chains have monthly targets. Targets mean quotas for good trainers like you to hit, month in and month out. The incentive hot-button they use? Making money.  Get your client to renew for 40 sessions instead of 20 sessions and you’ll get a bigger commission! Bring them up to 3 workouts per week instead of 2, and you make more money on your paycheque.

In it for the money? At least Fiddy doesn't beat around the bush. 

Look. If a client needs it then a client needs it.  Athletes in training, complete beginners, and intermittent enthusiasts need some of the highest frequency training there is (with a trainer there to watch them, that is).  But people who don’t fit that mould should be treated the way they deserve to be treated. Sure, there’s the whole “deliver value with your service” part, and I get that. That can encourage a client to continue to train with you – but that’s the client’s decision to make.  Our job as coaches is to coach. I just right-clicked on “coach” and 3 other synonyms that came up were “train”, “teach”, and “tutor”. It seems that we as trainers can sometimes spawn the mindset that clients take on of complete dependency on their trainers. The amount of times they exercise per week is directly sensitive to the amount of times they see their trainer. Not right.

With my personal clients, where I can, I try to make educating them the primary focus.  “Periodization plans” that box gyms will create are normally in efforts to ensure the client can “see a reason to” continue purchasing sessions – the next phase can equal more results; plus they’re offering me the staff discount - can’t miss out on that! I also notice that many such plans can act to limit a client’s potential in terms of their physical rates of change, and also their rate of progression from a performance side. 

When someone signs up for a block of sessions with a personal trainer, it should just be an affirmation of a lifestyle change. They’ve decided to take their training seriously (or more seriously than they did before) by getting some technical help. In my perspective, a trainer’s job is to be a consultant of sorts. When clients have a session booked, sure, they’ll get a good workout in, but they’ll also learn why they just trained what they trained, and get the exercise techniques engrained in their minds so that they can go over the same cues when they train on their own. Supersets and combinations are explained.  I guess what I’m saying is that we should be helping them become better trainees – on and off our watch…. Isn’t that the point?

 Like I said above, if you’re looking for the money tree, generally speaking, you’re barking up the wrong one by getting into the fitness game. But you can be sure that you’ll get your just desserts in time by sticking to the script and giving your clients the knowledge and instruction they’re paying to receive. It will result in much more word of mouth referral. Moreover, it will result in an overall better calibre of clientele. I strongly believe this.  And by the way, that second point is huge. As a trainer, you’ll always be training people who know less about training than you do.  Gain knowledge yourself, and you’ll have more knowledge to give clients. As clients gain knowledge, they’ll probably become more serious about their training. When they become more serious about their training, they will be more prone to referring other clients who they feel are “right” for your style and level of expertise. People don’t tend to have time to spend with people whose interests don’t align with their own.

And without really trying, you’ve just created a very good thing - A niche.

It’s a simple point, but a good one - 19 year old girls who just want to see firm abs are definitely more prone to fall off than a serious enthusiast who’s already been training regularly for 4 years, regardless of age.  Educate yourself from the right sources, and educate others through your training sessions, and you’re setting yourself up for success in the long haul. 

The “commercial” trainer I’ve written about in previous articles may have the best intentions, but can get caught up in the “make money” game all the same if he doesn’t look sharp.  

Here’s a great example of what I mean. I normally don’t stretch clients unless doing so is absolutely necessary. Other trainers may simply swear by it. The ones who do (that I’ve met) usually have clients who love that added “bonus” to their training sessions. This eventually creates a dependency on the trainer to be stretched out after workouts end. Again, nothing wrong with partner assisted stretching – but does this act to prepare for a more independent and learned trainee? It could, but chances are it doesn’t.  Choices, choices, choices. On the one hand, this approach and the dependency that follows can lead to a greater perceived value for the service (in the eyes of the client) which would all contribute to a renewal (or several renewals) of sessions – but on the other hand – the knowledge the client receives to be more resourceful and exercise-intelligent may be cut back some.  

In the case of stretching, from my angle, teaching the client the most effective self-stretches and release techniques are more valuable than gold, and make life easier for you as the trainer. Clients will feel good knowing they’re doing the right thing out of your watch.  

Teach a Man to Fish….

It’s a tough decision to make, but making it can seriously change the game.  Training average clients to be more independent sounds like a bit of a paradox, but I humbly believe that it comes as part of the whole deal; they’ve paid to learn from you, and get their asses kicked in the process.  

But hey, it’s not only trainers who are to blame. The client’s mind plays a major role in the show.   If a person looking to get into better shape is only banking on the “miracle work” of a trainer they visit 2 times per week to make them notice aesthetic transformations, they’re in for a surprise. I like to consider training sessions a form of consultation, where the client will catch up with the trainer on how his solo workouts had gone, get an awesome, paid workout with his trainer (which, of course, falls in line with the entire program structure that was created for him), and receive the invaluable technical instruction I believe every client should receive. I think I wrote that before, didn’t I?

 Personal training sessions are the icing on the cake of your improved should-be lifestyle of being a fitter person. Be hard-headed to the above, and reap the just desserts. Namely, stay a fat slob.

Granted we’ve got clients who do fit the bill, the rest of the weight is for us as trainers to bear.  To teach or not to teach? That is the question. 

• Date 01/07/2012
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