Not ANOTHER Boring Personal Trainer

October 18, 2010 · 1 comment

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A Guest Post By Matt Collins

It is great to see so many new personal trainers jumping into our fantastic industry! With the number of new PT’s out there it is very important that we are as different as possible in order to stand out in a VERY big crowd!

I read somewhere the average ‘working life’ of a personal trainer is less than two years! Some of us spent longer than that on the actual course.

Why is the average life of a trainer so short?

I believe there are a few reasons.

First of all, we are REALLY good at the ‘getting fit’ thing and because we are good at this we spend all our time on it.

In the famous business book “The E-Myth” Michael Gerber talks about ‘technicians’ versus ‘business owners’. We get into business because we are good at that technical skill (he uses the example of the woman who starts a pie business because she is good at baking pies, but she has little knowledge of how to actually run a business)

This is a big mistake that a lot of people make (including me, maybe even including you?)

Because we enjoy fitness so much, we think starting our pt business is going to be easy!

We are so passionate about our industry and we get so excited about exercise that we believe as soon as we get our business cards printed that there will be a host of people ‘banging down the door’ to train with us!

This unfortunately is not true.

No one actually cares that you are a personal trainer.

I’ll repeat that because it’s important that it sinks in…

No one actually cares that you are a personal trainer.

The trick is to get them to care that you are a personal trainer!

(This is where it gets exciting)

The old saying goes “customers don’t care how much you know until they know how much you care”.

A good example is some of the guys I went to uni with. These guys were as smart as they come, knew all the answers to all the questions BUT when it came to communicating with the majority of people in the classroom they really struggled.

So building a relationship with your customer is crucial.

Know who your perfect client (P.C) is, know what they want, know what they DON’T want, know what they like, know what they dislike, know what they love, know what they hate!

(see the bottom of this article to download my free template on “Who is my perfect client!”)

Once you know these things, 99% of the work is done.

I think we are involved in the most important industry there is. Period!

Warren Buffett (one of the richest men on the planet) once said “The most valuable thing I have is my health”.  So, it’s great to know that there are so many fitness professionals that can help to improve the most important industry!

But, to keep all these great trainers in the industry long term, we all must find a way of working as one.

Currently there are too many ‘me too’ trainers.

Whereby we all offer the same services, to the same people at the same price!

Therefore only the few survive!

“If you say you train everyone, you have no idea who you train!”

My suggestion is work out what your P.C wants, give it to them, give MASSIVE value (and then give even more MASSIVE value) and watch your PT business explode!

Kick Arse!

Matt Collins

About The Author: Matt Collins runs two successful fitness centres on the Sunshine Coast, QLD (arguably the most competitive region  for personal trainers in the country!) His team trains over 200 people each week, has 8 trainers and a full time personal assistant. Matt has been in the fitness industry since the 1990’s when his goal was to be a trainer for supermodels! Since his naïve teenage years, Matt has worked with the NSW and QLD Police, Qld TAFE, NRL Rugby League teams, Biggest Loser trainer Shannan Ponton, weight loss guru Annette Sym and many others.

His passion now lies with helping personal trainers that are new to the fitness industry. He helps them get clear on who their Perfect Client (P.C) is and how to stand out in a flood of personal trainers. He loves seeing the little guy overcome and succeed against the big gyms. Because big gyms SUCK!

To access your FREE DOWNLOAD “Who is my Perfect Client?” check out Matt’s Facebook page.

{ 1 comment… read it below or add one }

1 Rick October 18, 2010 at 10:55 am

Hey Matt,

Awesome post mate – I think what this message about not following the pack is crucial. Going deep into your target market (or perfect client) is something that CANNOT be overlooked.



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