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The Holiday Season: Where’d my clients go?



It’s only mid-November, but if you’re new to the fitness industry, you may already be asking yourself how the upcoming holiday season will affect your business.  Good for you for thinking about it!

In my experience of more than five years of owning an in-home personal training business, late November and early December is the slowest time of the year.  As you probably know from experience, these are the weeks of family get togethers, travelling, out-of-town guests, company parties, neighborhood gatherings, and more.  If you have kids, you can add on a list of sports tournaments, music recitals, and a seemingly endless string of parties at school and with friends.

Since the biggest issue most fitness clients mention is lack of time to exercise, guess what falls by the wayside when their calendar gets crammed with festivities of the season?

Their workouts.

If you are a trainer or fitness instructor who gets paid by the head or as clients redeem sessions, their poor attendance through the holiday season will have a direct effect on your bottom line.

How can you make sure that your clients stay the fitness course and you meet your financial goals?

  • Start talking with your clients NOW about how important consistency is in a fitness program.
  • Remind them that making time for fitness is especially important if much of their free time is spent going to parties with tantalizing nibbles and high-calorie drinks.
  • Have your clients specify their end-of-year goals.  You can present them with a plan that will help them get there and remind them that the goals are achievable with consistent work.
  • Offer an incentive for regular attendance during the holiday season.  Maybe it’s something like a gift certificate for a massage that they can use after their social schedule calms down.  (BONUS: Ask around to different massage therapists to see if you can find someone willing to donate this service in exchange for your promotional advertising.)

In the end, you can’t force people to show up. But if you clearly and encouragingly remind them why they work with you in the first place, the priority of their health and wellness can be maintained even during the busiest time of year.

How can I EQUIP you for success?

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