January 10, 2015
When I speak to trainers, they all aspire to be successful personal trainers in Manhattan, training high net worth clients in their building gyms. Heck, they all should aspire to be the best at their craft. But that doesn’t happen overnight. Mastering a craft takes times and effort. You have to build up a clientele as you gain experience. You can build a successful business where that isn’t the end goal. Last year New York City introduced the green taxicabs. These cabs can only pick up passengers in the Bronx, Brooklyn, Queens, Staten Island and above 96th street in Manhattan. This was meant to help meet the demand of people’s needs in the less desirable pick up neighborhoods. Now, there are many Green Cab drivers with relatively successful careers versus the go anywhere Yellow Cab. Additionally, there are very successful real estate developers who successfully develop low income housing while others develop luxury high rises. This begs the question, can a personal trainer in build a thriving business serving low income workers?
The first thing a trainer will want to do is define the audience they want to reach out to. Find out about what message resonates with them. Then, you want to tailor your marketing materials to them. Words like affordable personal trainer with packages to fit any budget. Better health, less co-pays can send a message that they would react to. Don’t assume that only high income people are prospective personal training clients. Anyone can place a high value on health and fitness and make it fit their budget.
Next, figure out what you want to earn per week and how many sessions you can realistically train. Can you create a realistic price that works for their budgets and your financial goals. If you set a price of $30/session will that work? For those who want to train together, $40/session? For your clients, this rate may be a stretch, but this is a luxury item at any level. Realize that you will have to give homework so the client’s can work out on their own. That will be a must since the client is trying to stay within a budget. It wi be important to communicate their fitness goals wont happen unless they follow the entire plan.
Finally, while you are an accommodating person, your clients need to understand that with low pricing comes restrictions. Make sure they are aware of your cancellation policy and why it is important to uphold it. Also, you may only offer these special rates during off peak hours. If they ask for a peak time, let them know why these rates are not offered at that time of day. They should understand a professional and transparent answer.