Health Over Aesthetics - Tanita guest post pt 1

This is the first guest post in a series from Simon Wilkison at Tanita

All signs are pointing towards the general public becoming more health conscious than at any other time. Many industry experts are predicting a surge in potential new clients for PT’s as people look to become more informed on improving their health and the role of body composition in health and immunity couldn’t be more directly linked.

In a society more health aware than ever following the Covid:19 pandemic, boosting their immune system will be high on many people's agenda. Awakening the public to the role body composition plays in this will be a key element to the success of your training and nutrition plans, adding great value to your packages. Many of the negative effects fat has on health are well known, in relation to this 'there is compelling evidence that both overnutrition and undernutrition negatively interfere with the immune system'
*Fat: A matter of disturbance for the immune system Alessandro Federico, Elena D’Aiuto, Francesco Borriello, Giusi Barra, Antonietta Gerarda Gravina, Marco Romano, and Raffaele De Palma.
However, less highly regarded is the role of muscle mass, a healthy muscle mass ‘plays a key role in the prevention of many common illnesses, conditions and diseases’
*The underappreciated role of muscle in health and disease, Robert R Wolfe.

Hybrid Member Journeys

In this extract from a recent webinar, Guy talks about how the traditional member journey evolved as the fitness industry accelerated online fitness during lockdown, and where it must develop to include hybrids of in-club and virtual fitness experiences.

There are many examples of hybrid journeys, we talk about Metabolic Balance and Exercise Referral here. Others include summer/winter split memberships, bootcamps, running/cycling clubs, relaxation, and meal prep.
Please leave questions or comments below.

How to Develop a Successful Customer Feedback Strategy

Here's the Elevate session that Guy chaired earlier this month with Andy Glover (Places Leisure), David Hopkins (Proinsight Mystery Shopping), Paul Roberts (MyCustomerLens) and Lucy Findlay (Elevate)

It was a great session with lots of learning for all.

Why is feedback so important? Andy talked about immediacy, expectations, prioritisation, and mindset at Places, and discussed their brilliant response rate to member surveys.

David explained how compliance and brand are as important as the process for a lot of Proinsight clients.

Paul said that succesful companies are now listening more, not only to customers, but to staff, prospects, and ex-members.

With emotions driving more behaviour, its more important than ever to be close to your key stakeholders - members and staff.

Feel free to add any more questions you have in the comments...

PT WITH ME IS GREAT BECAUSE…

Imagine if all your clients had to complete a tiebreaker in a quiz or competition. How would they complete the above phrase? How do they see you? Why do they train with you? And does what you sell match what they are buying?

Good listening is one of the most important skills if you are going to be an excellent personal trainer. You need to listen to your clients’ needs, which are constantly changing. Let’s explore how you can learn more from them, and use this feedback to help your business to grow and evolve.

Understand your market and your clients

ADD VALUE AS STANDARD

This September is going to be make or break for many fitness businesses. It is time to deliver value to your members, and this starts with removing the concept of free. 

Through lockdown, there has been a lot of free fitness. Many memberships were frozen or suspended. Clubs offered fitness for free through apps and online portals. Members and non-members alike have been following workouts and classes on Zoom, Facebook and YouTube.

The average UK club 12-month member retention was around 51% pre-lockdown. In other words, 51% of members typically stay for 12 months or longer. But member retention rates for free online fitness are significantly worse. Joe Wicks lost 50% of his viewers in just one month. Some say it was a fad, but so is joining a gym for many people.