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Lean times, lean bodies, lean business practices


by Gregory Florez

Lean Times I just smile when friends and colleagues from other industries say things like “it must be nice to be in your business during an economic downturn. People who can afford personal training are recession-proof!” If they only knew . . . Every working adult in the U.S. is aware of the troubled economy we find ourselves in currently. As to whether or not it is a recession, well, we’ll leave that to the pundits.

Clearly most Americans are spending their money much more carefully and, as many of us know, this does include personal training clients, particularly prospective clients. And one could certainly argue that personal training is one expense that is not as necessary as say, buying groceries. It’s important to remember, however, that we have been in this situation before and made it through and undoubtedly will this time.

Lean times do require every business person to be more aware of managing their costs and also being creative about how to position their services and products. Your practice, whether you work for someone or are on your own, is no different. Even if you are not seeing a slow-down in your practice, it is a good exercise to prepare for not so good times, even if the outcome is only that you become more rigorous in your business practices. There are several things you can do to keep your business healthy:

  1. If you are not already doing so, offer semi-private sessions. Generally you can charge a higher percentage per session for this type of service, but when divided between two to three clients, the cost per individual is less expensive.
  2. Consider a “jump start” or other type of program where you can bundle a group of sessions over a month’s time to individuals who may not be able to afford weekly sessions. Often you’ll find that if you provide high quality services, these clients will become regulars.
  3. During difficult economic times individuals tend to be much more stressed, particularly business executives. There is greater pressure from their companies, and this can affect their individual health. Consider creating a package of sessions or marketing message that aims directly at personal training for stress management, better sleep, higher productivity, etc.
  4. Consider marketing your services to businesses and their employees. See above.
  5. Create a seminar or even a series of seminars for groups, businesses, or friends of clients to teach healthy habits and instill the importance of exercise. Include cost- effective ways of exercising, e.g. getting fit without joining a gym, using portable exercise equipment, etc.
  6. Closely examine your costs of doing business and look for creative ways to reduce them. This can include the cost of fuel for your car traveling from client to client or printing and internet costs, among other recurring expenses. With gas prices, you may want to rethink how efficient your schedule is and adjust it accordingly. In the case of internet services, there are many very good deals available right now for bundling phone and internet services.
Personal training is a service that is needed and here to stay. The economy will improve.  Lean times provide an effective environment in which to examine more efficient business practices that will serve you well in any economic environment.







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