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Cashing In on Corrective Exercise with Your Current Clients


Learning Objectives:

  1. The reader will learn about the importance of integrating corrective exercise strategies into their personal training business to help them cash in on this lucrative service offering.
  2. The reader will learn three client communication strategies they can implement immediately to help boost revenue from corrective exercise services.
  3. The reader will learn three low-cost marketing strategies they can utilize to increase word-of-mouth referrals and attract new corrective exercise clientele.

CASH IN

In the past, people with aches and pains typically sought the help of physical therapists, doctors or surgeons. However, things are rapidly changing. That’s good news for personal trainers and fitness professionals because these very same people are now seeking out your help for assistance with their musculoskeletal problems. In fact, the current demand for personal trainers that have a corrective exercise specialist qualification is nearly double the current supply (IDEA Trends Survey, 2013). To cash in on this lucrative service area, it is imperative to have musculoskeletal assessment and corrective exercise skills, but you must also hone your business and marketing skills in order to profit from these services. This article highlights three effective ways to create immediate demand for corrective exercise from your current clients and three proven strategies for attracting new clientele to boost revenue through corrective exercise service offerings.

Immediate Solutions with Current Clients

To successfully integrate corrective exercise into your personal training business, you first need to have a polished approach to performing musculoskeletal assessments. You must then communicate these methodologies to your current clients in a manner that will arouse their interest in your corrective exercise qualifications. Once you have mastered and demonstrated your postural assessment skills, integrating corrective exercise into current client programs becomes a relatively simple endeavor.

Create Dialogue to Increase Demand

As a personal trainer you have a unique advantage over healthcare providers in that you actually get to spend time getting to know your clients. Seeing clients on a regular basis, and for a substantial amount of time during each visit, enables you to develop strong relationships through the use of both verbal and nonverbal communication techniques. By listening and observing cues from your clients during their workouts, you can introduce them to your specialty assessment and corrective exercise skills when their program (and your business) can benefit most from the conversation (Bratcher & Price, 2012). Here are the top three ways to do this:

In each of the above scenarios, you are simply enlightening clients as to how postural assessments and corrective exercises can help them overcome pain and eliminate musculoskeletal, exercise, and/or movement limitations that may be preventing them from reaching their fitness goals. Pairing corrective exercise knowledge with performance-based exercises improves client satisfaction with your services — leading to increased word-of-mouth referrals and current client retention, even when you decide to raise your rates.

Planning Ahead for New Clients

Using your specialty corrective exercise services and qualifications to attract additional clients will further grow your profits. Any new corrective exercise clients you sign means more money in general, but also a higher hourly wage as you can require them to pay increased rates. Following are three effective and low cost marketing strategies you can use to get prospective clients in the door and develop a steady stream of customers who desire corrective exercise services.

Develop Interest to Create Demand


Helping your clients overcome aches and pains can be a profitable and rewarding experience. A well-qualified corrective exercise specialist who is able to utilize their practical skills effectively, as well as market their unique services and abilities, will continue to be one of the industry’s most sought-after professionals. By continuing to enhance your education, improve your client communication skills and develop new markets for your services, you, your clients and your business can all cash in on the field of corrective exercise.

References

Benjamin, S. (2009). Perfect Phrases for Professional Networking; Hundreds of Phrases For Meeting And Keeping Helpful Contacts. New York: McGraw-Hill.

Bratcher, M. & Price, J. (2012). The BioMechanics Method Corrective Exercise Business Professional Course. San Diego: The BioMechanics.

Dibb, S. & Simpkin, L. (2008). Market Segmentation Success: Making It Happen! Oxford: Routeledge.

Schroeder, J. & Donlin, A. (2013). IDEA Fitness Progamming and Equipment Trends Report. San Diego: IDEA Health and Fitness Association.