Posting for an intern last week, I included the sentence, "Can-Fit-Pro Certified Trainers are not qualified for this position." The post was yanked from a government website because it 'discriminates based on credentials.' While I'll leave that argument to stand on its own (or not,) I thought I'd take the opportunity to talk about W. Chan Kim's and Renee Mauborgne's book, "Blue Ocean Strategy."
A Personal Trainer at GoodLife runs $5k for 6 months. Up front, please, or we'll lend you the money at 19% interest, and you can pay it back in three handy instalments. kthxbye!
We do a great Personal Training business. We also do other stuff. Instead of fighting over the best Personal Training credentials, we run CrossFit and Catalyst Kids and Barbell Bettys and various sport-specific groups. Where once our Personal Training business pushed people into CrossFit, the inverse is now true. Seeing specific weaknesses, CrossFitters now draw on Personal Trainers to get them over hurdles or bring them up to speed.
Instead of battling with other "Personal Training Studios," we try to build a large portfolio, tell a great story, and stay in touch with our friends. We also try not to project an 'us-or-them' option; many members at Catalyst have done powerlifting programs, OLY programs, OnRamp, Personal Training, running groups, and a wide variety of one-day clinics.....but they've never gone anywhere else. They don't need to.
We prioritize adherence and retention over recruitment, and it works. As a member said last night, in a Games-induced fever: "I can't imagine doing any of this stuff anywhere else."
THere's a lot of ocean out there. Divide and Differentiate.