Improving the Perceived Value of Fitness Professionals
There are myths out there. A kind of falsity in many of the things we observe or experience.
We watch commercials about alcohol and expect we’ll become the most interesting person in the world at resort parties in some fictional place filled with only the best looking versions the opposite sex.
We see ads about fashion or peruse through malls believing that the clothes we wear is a defining characteristic of who we are.
We think this way because we are lead to think this way. Those industries do a great job of forcing us to see value in their product. They create images and ideas and sell us on the perceived value of the power of those products.
But what about us? What about us fitness professionals trying to convince clients of not just our value, but the value of our industry. The ironic thing is that maybe more than any other industry, the perceived value of health and fitness more closely matches its actual value.
Anyone who trains correctly and focuses on proper nutrition will always see positive results.
Yet we as promoters of our industry don’t create the same perception, or aren’t as effective at creating the same perception as those in other industries where the perceived value is much more fickle.
And the current perception of fitness professionals isn’t always endearing. We get criticized for our pricing model and for sometimes having too narrow of a focus.
How can we change? What can we do to be better messengers for our clients and our industry as a whole?
It has to start with us as individuals
We professionals must live what we are supposed to be teaching. And that begins by looking the part. Easy to say, but part of looking the part is consistently training yourself. Expecting your clients to endure anything you haven’t done becomes difficult to sustain, and a disconnect is created if they sense a hint of you not being authentic.
This training extends to not just your physical appearance, but your education as well. You need to be current and up to date with health and fitness culture, both formal and informal. You need to be able to answer your clients questions about what they are reading and hearing, about diets their friends are doing, or health stories they heard on the news. You must be their trusted reference at all times.
One way of doing this is by chronicling your own journey. Keep track of your progress, your achievements and your goals as a fitness professional. And then be open in sharing this progress with your clients. Let them see what you have learned, how you have grown, and where you are headed in your health and fitness journey.
But then we must also set limits. Trainers are some of the most overworked employees, and often by choice. But balance is a crucial part of health. Rest, sleep, reducing stress; these are all principles we teach and should be preaching to our clients.
But we need to be following these principles as well. For us, this can be achieved through effective scheduling. We trainers must guard our downtime fiercely. We must know that it is far better to train clients on a set schedule than trying to squeeze them in randomly at their request. Not only does this routine help us, but it helps our clients better reach their targets.
I say “schedule for freedom.” That includes vacations, days off, and downtime for yourself. A rested body leads to an invigorated spirit which is a major benefit of healthy living. Too many fitness pro’s have lost this on the road to success.
Better Conversations
The last point I want to touch on is this. The skills we learn as fitness professionals connect in so many different aspects of life in general. We must be able to transfer these skills into broad conversations.
What I mean is that we can’t be so narrow minded that the only time we shine in conversation is when the topic is centred around health and fitness. Our value is and should be more far reaching than that.
Fitness managers, personal trainers, nutritionists, we should all be able to exist in a room where the conversations are dynamic. This will further impress on the general public of our value not just as fitness professionals, but as informed, intelligent, people.
If we are able to successfully do any or all of these suggestions, we will better display the benefits of healthy living when engaging potential clients. We will be able to give them a snapshot of what is in store for them once they take on their fitness journey. Of all the claims that products and services make, ours is one that can deliver.
Follow me on Medium Nsuani Baffoe
Check out my publication Lead With Strength for more pieces on leadership within the health and fitness industry.
