"I just want to hire you to lose 5lbs. . . ."
" I want to get in shape for my daughter's wedding . . ."
"I just need you to help me get in shape for my high school reunion."
"Bathing suit season is coming up and I just need a little push to get me started."
How often have you heard a phrase like that from a new client? The bottom line, however, is that short-term fixes are just that - short-term. Certainly there are situations where clients simply need the framework of a program to help them set goals or get back on track in the proper manner. These clients can then continue on their own, perhaps seeing you occasionally for tune-ups over the long-term.
I am also aware of the debate that continues regarding creating self-efficacy for clients after they have initially used your services. You do owe it to your clients to help them become self-reliant and ultimately take charge of their health and fitness. Much research and experience also tells us that behavioral change can be very difficult and that working with a personal trainer can highly influence many individuals' motivation to get and maintain their fitness.
I would estimate that perhaps more than 50 % of clients who hire personal trainers do so with the thought that the relationship will be short-term. In cases where this is appropriate to help them reach their goals, then it is a great strategy to employ. My experience and that of my colleagues suggests, however, that more often than not, our clients will engage us for up to a year and often much longer. This is highly contingent upon them seeing true value and progress in their program with you.
The two issues to consider are 1) creating an environment where a client will be successful over a long period of time, and 2) establishing a base of clients to help ensure the long-term success of your practice. If you are true to your ethics and profession, you can accomplish both by following some time-tested principles.
What Works
- Begin your programs with an eye toward reaching long and short-term goals. Nearly every client we've ever encountered has a starting goal, or set of goals. Most, however, do not think of what happens when they reach that particular goal. Great trainers help sculpt a program to help clients realistically reach their short-term goals, track progress and most importantly, look forward to the next set of goals. An example is the golfer with back problems who simply wants to play pain-free. Once you've assisted in helping make this a reality, the next step might be to help them become better golfers who can play more competitively, or simply more often.
- Dig deep to uncover long-term goals you can build a program around. Have a structured way of discussing with a client what the future looks like beyond their initial goals. Begin talking about this early in your engagement. Certainly you can help a client prepare for an event or lose weight. More importantly though you can help them to chart a map for what the next steps are beyond this. Within the first several sessions, begin to ask the deeper questions about what they would like to accomplish so you can create a program surrounding more long-term goals.
- Tell the truth. Years ago we stopped offering services when a client asked for only a few sessions. Long-term, it does not help them and in some cases can be a waste of money. The length of time that you work with a client will of course depend on their motivation, tracking toward their goals and their ability to follow through on their own with limited guidance. Have the courage to let a client know that simply a few sessions will leave them frustrated without the guidance they need.
- Help clients create a life plan that is aspirational and attainable. This does not mean that you are "selling" them on a long-term contract but rather helping them look at the possibilities once their back stops hurting, they run their first 5k or anything that they've always wanted to do. Setting realistic additional goals will keep your training fresh and go a long way in creating enhanced self-esteem for your clients.
Remember that each client is unique. There is no one approach that works for each. You must have the patience to not only guide them accordingly, but do so with honesty and integrity. This includes the length of your relationship. Overtime, you'll find this process becomes very natural as you become more adept at looking at the long-term goals of your clients.
Mr. Florez is the founder and CEO of First Fitness, Inc., a personal training and fitness consulting company that has been in business since 1988. Read his full bio here.