Personal Fitness Professional - Summer 2017 - 18
Essentials for your fitness
business beyond industry trends
very year you see the new trends
reports come out from various
sources. They tell you what their
organization, or the experts they
work with, predict will be hot
trends in the coming year. Looking back over
the last few years it seems that the trends haven't changed much. You will see wearable technology, group fitness, bodyweight training and
high intensity interval training (HIIT) popping up.
However, these lists do not give you much
insight into the impact, if any, trends will have
on your business. Are you likely to shift your
training programs to feature bodyweight exercises only because it is a hot trend? Doubtful. Instead of focusing on trends, let's look at
where our industry is headed and how that impacts you and your business.
Make customer service centerstage
Few business owners would admit that their
customer service or customer experience is
lacking. In fact, most will tell you the exact opposite, even if it is not true. As technology allows you to grow and automate aspects of your
business it is important to keep the client ex-
| WWW.FIT-PRO.COM | SUMMER 2017
perience front and center as you decide which
technology to use.
Recent surveys conducted by American Express have shown that 78% of consumers have
ended a transaction or not made their intended purchase because of a poor experience.
On the other hand, customers have reported
a willingness to pay more for great service. Use
technology and automation to make the experience better for your clients, not just easier on
you as the business owner. There is still a huge
need for personal interaction and the helpful
hand (or voice) of a real client service representative. The difference between mediocre and
great service can drastically impact your sales.
The collection of data and personal information is exponentially increasing. This data can
be incredibly useful for business owners and it
is extremely beneficial to be able to track information relevant to your clients' success like
steps, heart rate, sleep and nutrition.
There is a rapid increase in the use of heart
rate monitoring during training sessions, the use
of heart rate variability to monitor recovery and
using wearable technology to monitor clients'
activity outside of their sessions. Unfortunately,
there are very few places that keep all this data
in once place and give you the ability to filter it
so you are getting the most relevant data.
For now, these technologies will give you an
advantage over your competition, but if you
want to stay ahead you're going to have to find
ways to get all that data into one place, make
it easily accessible and use it to improve your
Evolve from technician to manager to business owner
If you've read the book E-myth by Michael
Gerber, you may be familiar with the stages
of a small business; more specifically, the progression of a business owner's roles. As the
fitness industry continues to grow and evolve,
we will likely see it transform and adapt by the
driving force of new fitness business owners.
The flood of new fitness studios, boot camps,
cross-training facilities and group training
franchises is quickly saturating the market.
Combine this with consumers who have access to more information than ever about fit-