Research Corner - Q&A Advantage of Having a Trainer on Staff by Bobby Cappuccio | Date Released : 14 Nov 2001 0 comments Print Close Question: I am looking for some information to assist in building a case for the necessity of having a personal trainer. I am approaching a business that has an on-site training facility but does not have a personal trainer on staff. I need some statistics showing the success rate of clients that use a personal trainer as opposed to those that don't and also the list of benefits. Answer: I cannot give you specific data to answer your question because I do not have specific information pertaining to your business. Your request for statistical information about the benefits associated with members utilizing a personal trainer will vary depending on the region of your business, the membership base, square footage, etc. However, IDEA is a great resource for this type of information. They put out a text (IDEA Personal Training Industry Benchmarks) that offers a wide variance of statistical information pertaining to personal training in our industry. I believe this text can be purchased for $15 if you are a member of IDEA ($25 for non-members). My personal opinion is that often the best way to build a case for any business strategy in our industry is to examine trends outside of our industry. According to IHRSA, there are 32.8 million health club members in this country (December 2000). Obviously, the percentage of our non-customers in this country is enormous and therefore deserves some attention. A question to ask in justifying a personal training department is not only “Who is our customer?” but, “Who will our customer be in the next few years?” Some important information to consider about the societal changes in this country: Women either buy or effect the buying decision of 80 percent of all products and services purchased in this country. Over 60 percent of all personal training is purchased by a woman. The birthrate is declining in this country, making the population over age 50 the fastest growing population in the nation. The rate of musculo-skeletal dysfunction is steadily increasing in the US. Today customers have more information and purchasing choices than ever before. To stay competitive, companies will have to take their attention off of the customer and refocus it on this customer. Individualized service is a key to staying competitive regardless of what business you’re in. Assumptions that a mass market segment will enjoy a standardized service approach is dangerous. Your business must be distinct in one (if not all) of the following areas: Lowest Cost Product Differentiation Customer Intimacy All of this information can be taken to mean that in the near future, our customer, their needs and their demands will be dramatically different. There is a strong possibility that their need and/or demand for a distinct, quality, relationship based service, (i.e., Personal Training) will more than justify the advantages of a personal training department that offers uncompromising customer service. Back to top About the author: Bobby Cappuccio Bobby Cappuccio has held various positions in the fitness industry, including personal trainer, fitness manager, Membership Sales Consultant, Area Director and Corporate Director of Training and Development. Bobby's passion is to help people create a more empowering self-perception by exercising their ability to affect change in their life through health and fitness. As an international speaker and Former Director of Professional Development for NASM, Bobby has developed and inspired thousands of trainers, managers and industry leaders to facilitate remarkable change in both their lives and their business. Bobby has been invited to speak and/or consult on subjects including business development, sales and communication skills for many of the most prominent health club chains in the fitness industry. He has been a contributing author for some of the fitness industry's most widely-read textbooks as well as multiple professional development-based videos. His articles frequently appear in popular fitness publications and he is a highly sought-after speaker at leading industry conferences. Bobby is currently aligned with leading organizations in the health and fitness industry, including FitPro, PTontheNet and the PT Academy Global. Full Author Details Related content Content from Bobby Cappuccio Creating an Employee Manual Robert Esquerre | Articles Contract for Hiring a Trainer Darren Jacobson | Articles The 80/20 Principle Anthony Carey | Articles A Fit Pro’s Guide to Winning the Talent War Bobby Cappuccio | Articles 3 Proven Steps for Transforming New Club Members into Clients Bobby Cappuccio | Articles Feel the Love: Generating Great Client Feedback Bobby Cappuccio | Articles Do You Think It’s Possible? Bobby Cappuccio | Articles Starting Your Own PT Business Bobby Cappuccio | Articles Beyond Insatiable Bobby Cappuccio | Articles CREATE a Path to Extraordinary Achievement - Part 2 Bobby Cappuccio | Articles CREATE a Path to Extraordinary Achievement - Part 1 Bobby Cappuccio | Articles Eagle Vision Bobby Cappuccio | Articles Revenue Correlation Research Bobby Cappuccio | Articles Personal Training Business Bobby Cappuccio | Articles Advantage of Having a Trainer on Staff Bobby Cappuccio | Articles Tips for New Trainers Starting Out Bobby Cappuccio | Articles Group Exercise Rates for Businesses Bobby Cappuccio | Articles Education, Application, Integrity Bobby Cappuccio | Articles Contract Negotiation Bobby Cappuccio | Articles Absolute Artistry of Client Service Bobby Cappuccio | Articles Focus and Specificity Bobby Cappuccio | Articles Please login to leave a comment Comments (0) Back to top