Are You Wowing Your Fitness Clients?

Maurice Williams | 28 Feb 2017

Let’s face it; there are a lot of options for people to choose from when it comes to fitness.

Gyms, yoga studios, personal training studios, spin studios, Pilates studios, CrossFit…

It can be very overwhelming to the average person.

What is it that we can do as fitness professionals to help them make the best decision for their health and fitness? The answer is this: we must wow them!

Wowing them simple means we show them that we care about their success by consistently over-delivering.

Here are five things we must do to separate ourselves from the competition and ensure that our clients remain with us for a very long time.

1. Virtual Presence

You cannot compete in our arena without a social media presence. Everyone is on the web today, including our grandparents.

At the minimum, I recommend you have a website, Facebook business or fan page and at least Twitter, Instagram, or Snapchat. Potential clients are usually signing up to work with us either through referral or our virtual presence.

Your social media pages and website must be professionally done. Don’t waste your time trying to do it yourself. I recommend you invest in a website that is going to generate you your specific demographic leads each month. Pay for speed and expertise as the look and feel of your online presence can either make or break you.

2. Formal Presentation

Once they find you through your virtual presence, you need to make sure your communication to them is top notch. I suggest you have a formal plan in place for this.

For example, I have a script I use every time I talk to a prospective client. The script does not change. I also have a formal PowerPoint presentation that every prospective client will hear once we set up the consultation.

The formal presentation consists of information about me, my business, the important steps of achieving better health and fitness, client testimonials and pricing.

3. The “Bomb” Onboarding Process

Once your prospect becomes a client, what are you doing to continue to impress them? What are you doing to ensure that they’ve made the best decision in their life to work with you?

Once again, I have a formal process for this and it looks something like this:

  1. The day they signed up for my program: text message and email welcoming them to Move Well Fitness.
  2. 1st or 2nd session: t-shirt, water bottle and backpack all branded with Move Well logo.
  3. 3rd or 4th session: hand written note mailed to their home address thanking them for joining Move Well and saying I look forward to building a great relationship with them.
  4. Two-Four weeks later: hand written note for some milestone that they’ve achieved since working with us. (i.e. 5 lbs. lost, two weeks of exercise, etc.)
  5. Day 30: survey asking for feedback (i.e. what can we do better) & referrals.

4. Incentivize Them to Be Your Cheerleader

Simply put, this is your formal referral program. As I mentioned earlier, most of our clients will come from social media or referral, so we want to have a great referral program in place.

Referrals usually don’t happen on their own; we have to explain to our clients that we build our business on referrals. Educate them on how to refer you. For example, you could say:

“Mary, we are so happy that you have been working with for the past month. You’ve gotten great results because you’ve followed our recommendations. You’ve made the time in your schedule to be consistent with your exercise, nutrition, and supplementation. We build our business off helping people just like you. Do you know anyone like you who could also benefit from the same level of service and results that you’ve received?

As an incentive to you and your referral, I’d like to include $100 off your next month’s bill & $100 off your referral’s first month bill. How does that sound? Well, before you leave your session today, we have our referral sign up sheet at the front desk, please stop by and fill out as many names (and contact info) as possible. We sure appreciate it!” 

I recommend Eric Ruth's: The Referral Challenge, for how to run an evergreen successful referral program.

5. Don’t Forget About Them

Well, now you have them as clients and they have become your raving fans. Please don’t forget this. Don’t think that they aren’t being bombarded with offers to work out with someone else.

I recommend you form a special committee of loyal clients to be your advisory board. Include them on decisions such as new equipment, redecorating the studio, new client onboarding process, etc. The purpose is we want to make them feel special all the time.


We must consistently wow our clients. Simply put, if we don’t, someone else will. Wowing our clients starts with our virtual presence and continues for the life of the relationship with that client. When you follow the five steps I discussed, your clients will be wowed and shouting your name and business from the rooftops!


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Maurice Williams

About the author: Maurice Williams

Maurice Williams offers a rare combination of advanced academic training, personal experience as a competitive athlete, and twenty years of experience in personal fitness and training. That combination –- a strong understanding of exercise and sport science and clinical exercise physiology, the determination of a competitive athlete, and broad fitness experience –- makes Maurice uniquely effective in helping his clients meet their health and fitness goals. He has a BS in Exercise/Sport Science from Elon University and an MS in Clinical Exercise Physiology from Ohio University.

Experience that makes a difference for you
Recognized as a Master Personal Trainer by the National Academy of Sports Medicine (NASM) and an Elite Personal Fitness Trainer by IDEA, Maurice can help you no matter what your age, condition, or fitness goals. He works with women between the ages of 35-50 who are looking to regain the energy and look that they had in their 20’s and 30’s so they will not be frustrated and upset with themselves when they look in the mirror. He also is certified as a Personal Fitness Trainer, Corrective Exercise Specialist, Performance Enhancement Specialist, Senior Fitness Specialist, Weight Loss Specialist & Fitness Nutrition Specialist by NASM, a Certified Strength and Conditioning Specialist by the National Strength and Conditioning Association (NSCA), a Barefoot Training Specialist-Level 1 through EBFA, a Fitness Nutrition Coach-Level 1 through Precision Nutrition and a Master Instructor for NASM & Most-Fit. As a fitness educator with his own education company, Move Well Fit Academy, Maurice teaches the Certified Personal Trainer course through NASM.

Smart Training that Produces Results
Maurice exercises his clients through the concept of functional training – focusing on everyday body movements, not muscles, in a progressive fashion to allow for optimal improvements in everyday activities, such as walking and lifting, as well as helping contribute to weight loss, increased stamina and strength. Maurice has helped people match exercise to their specific health challenges, too, including diabetes, osteoporosis, multiple sclerosis, hypertension, coronary artery disease, lower back pain, pulmonary issues, and pregnancy. His personal training studio, Move Well Fitness, specializes in 30-minute, semi-private (3-5 people) personal group training sessions that action packed with results driven programs. 

The Right Values
Maurice believes “Everyone has fitness is them, the challenge is bringing the fitness out.” His current workout includes resistance training, cardio and yoga. A former high school and collegiate athlete, Maurice grew up in South Carolina with roots that reach back to Brooklyn, NY. An avid sports fan, he still roots for Elon and his favorites, the Miami Hurricanes and the UNC Tarheels. A leader in his church, husband with a beautiful wife (just ask him) and father of four children, Maurice brings the right values to his work and his clients – a shared commitment to good health and fitness, an honest determination, and an understanding of what it takes to meet difficult challenges.

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Comments (1)

Zweck, Dean | 04 Apr 2017, 16:03 PM

Love the added touches on the "bomb" onboarding process!