“The railroads thought they were in the ‘railroad business.’  Had they realized they were in the ‘transportation business,’ they would have embraced the airplane and thrived to this day.

Eighty years later, Microsoft repeated the error by thinking it was strictly in the ‘software business’ instead of the ‘communications business.’  The company nearly missed the Internet revolution altogether. 

Both failed to foresee shifts in their particular industry.” One reason companies fail to recognize these shifts is because large-scale, sweeping change usually starts small and goes unnoticed.

“For example,” says Lawson, “as the railroads built stronger, more powerful locomotives, the Wright Brothers were mostly unobserved as they tested their ideas at Kitty Hawk. 

Likewise, as Microsoft developed more robust software packages, visionary computer geeks were communicating and computing in “real time” over a new system they dubbed the Internet. They were largely ignored.”

Similarly, mainstream fitness professionals may be overly content. The inward focus on new exercise protocols and trends — to the exception of expanded business opportunities and growth — may leave some in the same perilous condition. However, some trainers are re-thinking the business. And, while not causing as dramatic a shift as the two aforementioned examples, they are driving the personal training profession to a new level.

Evolution

For more than ten years, our company (MediCorp) has conducted research and communicated with thousands of trainers — from structured surveys and focus groups to casual conversations. Over time, patterns reveal distinct sub-groups of trainers as well as various directions and overall evolution of the profession.

One specific sub-group labeled “NexGen Trainers” (next generation trainers), is an entrepreneurial, highly motivated group of trainers who are not only dedicated to helping clients achieve their goals but are passionate in their desire to grow their businesses and reap the financial rewards of success. This group will drive personal training to a new level as it relates to owning and operating a successful business. NexGen Trainers, in fact, may cause some shifts throughout the fitness industry. As you read the profile, you may discover you exhibit some of the same attributes — or perhaps you already are a NexGen Trainer. (The following is a cross-matrix of traits and attributes assigned to the profile of NexGen Trainers. No single trainer implements all activities listed.)

You Think Big

As a NexGen Trainer, you have an expanded perception of the business. Beyond exercise, you think in terms of lifestyle, behavior, environment, ethnicity, relationships, etc. You clearly understand that, in fact, you are in the business of “life.” As such, your business extends beyond the training session. Clients seek your expertise on everything from food labels and grocery shopping to sunscreen and apparel.

A trainer from Baltimore, Maryland, summed it up: “I know a lot about my clients’ medical histories, eating habits, exercise routines, family issues, business goals, hair colors and love lives. So, if they ask for my advice, and it’s within my scope, I help out or point them in the right direction.”

It’s here where you, as a NexGen Trainer, see opportunity. However, you also are keenly aware that this is where the personal/professional relationship line starts to blur.

Abandoning the Hours/Dollars Ratio

You have abandoned the idea of gaining financial success by strictly trading your time for dollars. You realize the hours/dollars strategy imposes an automatic earnings cap since you have a finite number of hours to trade. Instead, you sell a combination of services and products.

Services include one-on-one signature sessions ($75-$150/hr.), group sessions ($150-$350 per grp/hr), nutrition programs ($99-$299), weight management programs ($99-$299), sport-specific training ($99-$599), weekend field trips/hikes/bike rides/grocery stores/restaurants ($200-$1,000) and/or weight management seminars ($100-$500). 

Twice a year, you organize fitness adventures such as cruises, boot camps, ski trips and weekend spa retreats through your local travel agent or fitness organization.

It’s your belief that clients depend on you for accurate information regarding all fitness products. Therefore, you’ve researched and personally stand behind the products you carry, including heart rate monitors, packaged foods, bars, water, isotonic and hypertonic drinks, supplements, bands, balls, gloves, tapes, books, cosmetics and apparel. You sell these products at your facility, through your mobile business and on your Web site. 

In some cases, you are selling products as an affiliate partner with other Web-based businesses. You carefully track your source of revenue by either “sales of services” or “sales of products.”

You Embrace Technology

You’re not a geek but close to it. Your computer, in conjunction with high-speed Internet connection, is used to book clients, monitor client progress, maintain your bookkeeping, update your Web site, conduct email campaigns and communicate with existing clients. You make yourself accessible through the use of a cell phone, pager or message service. You also have an additional phone line for the credit card machine allowing your clients to purchase products and services through the convenience of Visa, MasterCard, American Express and Discover cards.

Marketing Is a Way of Life

You are an excellent guerrilla marketer and have implemented numerous tactics you learned from attending seminars.

Your strategy and positioning statement differentiate you from clubs and other trainers. You recognize the value of branding. Your professionally designed logo is employed on all printed materials including business cards, stationary, flyers, handouts and invoices.

Simply because you took the time to write letters of introduction, you’ve already established a cross-referral base with several local doctors and therapists (especially helpful with the new IRS tax deduction for obesity treatment programs). 

Local newspaper and broadcast media are familiar with your expertise and availability for interviews and comment on all things “fitness related” per your qualifications.

You provide seminars on several topics including weight management, general fitness and sport-specific training. For some you are paid and others you are not. Each is an opportunity to market your programs and products.

You Give Back

Interestingly, you are a “giver.” As a NexGen Trainer, you see yourself as a role model. As such, you participate and give back to the community you serve. You volunteer your expertise to various community groups and were one of the first to donate blood after the 9/11 tragedy (urging your clients to do the same).

You are a member of business, social and service organizations, and you help out non-profits such as Habitat for Humanity, America Cancer Society, March of Dimes and various homeless charities. And, though not the intent for volunteering, you discover this type of networking has benefited your business through referral and name recognition.

Industry on Notice

Clearly, the NexGen Trainer is an entrepreneur. Bob Reiss, a successful entrepreneur and author describes it this way: “Entrepreneurship is the recognition and pursuit of opportunity, without regard to the resources you currently control, with the confidence that you can succeed, with the flexibility to change course as necessary and with the will to rebound from setbacks.”

The fitness industry is well advised to keep an eye on the NexGen Trainer as an “agent of change.” To sit idle and not notice may allow history to repeat itself.