As a personal trainer, I find myself feeling envious of my father-in-law who is a successful painter and decorator. His business seems to thrive on word-of-mouth referrals and his work speaks for itself, while I have to aggressively market my services just to get clients through the door. However, upon reflection, I realize that we both have similar roles and provide unique solutions to people's problems.
My father-in-law's noble pursuit of being the best painter he can be has allowed him to support his family and run a successful business. In contrast, I have to wear many different hats to be taken seriously in the fitness industry. I am not just a personal trainer but also a fitness instructor, pseudo-physiotherapist, first aider, accountant, therapist, behavioral psychologist, marketing director, social media influencer, gym owner, nutritionist, video director, editor, copywriter, photographer, life coach, maintenance man, and cleaner.
I struggle to understand why my profession needs so much input when joiners, electricians, builders, sparkies, tilers and every other occupation that comes in a rusty white van can thrive without being bombarded with the need for business coaches, lifestyle events, networking opportunities, logos, brand affiliation and sponsorship deals. Where are the facebook groups for tradies looking to earn 6 figures in 6 weeks!?
Despite the similarities in our roles, I find myself needing to be much more proactive in getting clients. While my father-in-law's good work and professional standard speak for themselves, I have to give away free sessions, offer discounts and bonuses, and constantly market myself on social media just to get someone through the door. For every client that comes on board, there are dozens of others who cannot or do not want to pay for my services.
The fitness industry is unique in that it places a heavy emphasis on marketing its services. This is because unlike other industries where businesses can rely on reputation or word-of-mouth to attract clients, the fitness industry requires a constant stream of new clients to sustain growth. Furthermore, fitness services are often seen as a luxury rather than a necessity, which means that people may not be aware of the benefits that working with a personal trainer can bring. Additionally, with so many other fitness professionals and gyms competing for clients, marketing is essential in order to stand out from the crowd. However, this constant need for marketing places a significant burden on fitness professionals, who must not only be skilled in their field but also have marketing skills and business acumen. I often feel this leads coaches down 2 paths. the unscrupulous business type who is more about the sale than the service or the brilliant coach you've never heard of and ends up taking another job because nobody is hiring him and hes skint. The disparity between the fitness industry and other industries, where businesses can thrive on reputation alone, highlights the challenges that fitness professionals face in promoting themselves and their services.
In conclusion, while the nature of our work is similar, the ways in which we operate and market ourselves are vastly different. My father-in-law's success in his field shows that it's possible to thrive on reputation alone, but in the fitness industry, I feel I have to be a jack of all trades in order to succeed. Which can be exhausting... Would it not be enough to just be great at being a coach and have a thriving business where clients see the value....much like someone needing their hallway repainted appreciates the guy recommended at a works do will create something special and lasting for you to enjoy.
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