It all started when I first saw his big 4WD ute cruise past with the words “Chisel Fitness” wrapped impressively along the side. That was a few years ago now. Following that, I heard an interview with a personal trainer on my local radio station where the guy not only knew his shit but obviously really cared about the people he trained.. “that was Chris van Hoof from Chisel Fitness” – the presenter announced. I must know more – so I checked out his website, read his blog and delved deep into his business history (nothing like a bit of virtual stalking ).
Now, this year when it came time to have some of MY personal training clients handed over to a new trainer so I could concentrate on PT Business In A Box – there was only one person for me to call; Chris van Hoof. Why? Because he is the best and he speaks the truth. Now I get the pleasure of interviewing him so you can all meet him as well.
Check it out…
Chris, tell me how you first got into personal training?
I completed a Human Movements degree at the University of QLD and gained an appreciation for the science behind training both elite athletes and the general population. Whilst studying this degree I also became aware of the mountain of ‘misinformation’ that people are exposed to in the fitness industry and realised that such a large amount of the hype was designed to just make money. My business partner, Aaron Zimmerle, and I then continued our education by completing our Cert 3 and 4 in fitness and gained experience working with various personal trainers, gyms, sporting clubs and athletes.
Then from there, why did you want to go into business for yourself and how did you do it?
We saw a need for fitness professionals who delivered quality information and safe, effective training practices. We also loved the idea of being able to educate our clients whilst we trained them. If we can educate and train someone to the point where they can take full control of living an active and healthy lifestyle, then we have done our job.
Chisel Fitness came about as a result of plenty of conversation. Although we both understood the human body, it was our first time trying to operate a business so we chatted to friends and family members and anyone who was willing to help. It was really interesting listening to people who had experience in many different industries and I think this really helped us set up a solid platform for our business.
Who were your target market, what service did you provide and how did you market your business when you first started?
Gyms seemed to be missing the wood through the trees and we believed there was, and still is, so many people having trouble finding quality information to help them with their training. We wanted to target people who were looking for a little more help with their training, often the type of people who had tried gyms before without success. We set up as a mobile PT company and did various Expo Days and demonstrations at locations we felt would give us maximum exposure. Friends and clients came along and participated in group sessions and pretty soon we were getting noticed. We invited members of the public to join in and generally had a lot of fun doing what we loved. From there it just started to roll…
What was your biggest business challenge back then?
The cliché of working ‘on’ your business as opposed to ‘in’ your business rings true. As a new company it was difficult to get this balance right, whilst at the same time trying to understand how the business would evolve. Our client base seemed to build quite fast and we learnt pretty quickly the importance of having various systems in place so that things would run smoothly.
What are your most successful marketing strategies for your business now?
Nothing can beat word of mouth. Above everything else personal training is a personal business. We are lucky to work with passionate trainers who not only understand physiology, but also understand people. This is absolutely paramount in our business.
I also strongly believe in the saying that “Good personal trainers know what they don’t know”. Setting up relationships with other health practitioners allows us to not only build a referral system, but also helps build our knowledge base and best understand the needs of our clients. The more we can integrate personal training as part of a health model, as opposed to what I call the ‘athletic and aesthetic’ model, the more we can become effective in delivering worthwhile health and fitness solutions.
On top of that we work hard to break down the barriers that people have when committing to personal training. We like to think that our website is quite personal and gives prospective clients an accurate picture on the type of trainers and people that work at Chisel Fitness. Updating our blog regularly gives us great feedback, and adds a real personal touch. Social media profiles are an extension of this.
What is your biggest business challenge now?
Competing with the overwhelming amount of ‘misinformation’ that exists within and around the fitness industry continues to be a massive challenge for all personal trainers. It’s important to us that we continue to deliver a quality service that promotes a healthy lifestyle. Peoples bodies are designed to move and be healthy. Challenging peoples preconceived ideas on the scope that fitness and activity can provide for their quality of life is going to continue to be a large focus for our company.
Where do you and your business want to be in 5 years from now?
I’d like to think that we will be continuing to develop trainers who can deliver a quality and effective service. Personally I am currently working on a new business venture that will integrate with the service of Chisel Fitness, to help inspire, educate and lead people towards healthy lifestyle decisions. Watch this space…
Chris has some really exciting things happening in his business at the moment with his new venture (and I am bloody jealous) and the continued growth of brand Chisel Fitness. To check out how he goes about it and to see how you can successfully use a blog to help build your business – check out Chris’s handy work at www.chisel-fitness.com.au
If you have got any questions for Chris or would like to make a comment on any of the interview we would love to hear from you…..
See Ya Soon
Rick :-)
About the author: Rick Watson is the surfing, swearing personal training business guy who tells it like it is. He blogs, coaches, writes books and holds live workshops for personal trainers but most of all he is a father and husband (with a healthy respect for road trips). If you like what you read, subscribe to blog here and get your weekly dose of goodness delivered straight to your inbox.
