Personal Training Business Coaching
Top 10 mistakes trainers make and how to overcome them – By Steve Kouma

Steve is the co-founder and owner along with his wife of Just Move, a health club operation specialising in group exercise, small group training clubs and personal training. Steve previously worked for Fitness First where his 9-year career with them included being a personal trainer in London; managing the biggest club level PT business in the World from a Sydney based club; to becoming the Fitness Director of the European region managing over 200 clubs and 800 trainers.

1.     No direction – business or life
Solution:

• First, sit down and write out your top priorities (values) in life. Try to write this in order of importance and aim for no few then 5 and no more than 10.
• Second, try to write a few sentences  as to what your ideal life looks like. Take your time to do this, it may take a couple of days/weeks thinking and writing your thoughts. Don’t hold back here either,  you can have anything you like but just ensure it is what you truly want.
• Next its time to set some realistic goals. Use your top priorities (values) as the headline to map out your goals in a logical framework. Start with setting these goals within a 1 year time period but be specific by including dates (what month) you would like to have performed these goals by.
• A book I highly recommend that may help on doing the above is called “The Monk Who Sold His Ferrari“ by Robin Sharma

2.     Poor time management

Solution:

• Implement and use some form of time management system. It doesn’t have to be the most expensive IT gadget on the market; a simple diary can be used. Being trainers and having a mobile business, it is important that you have a system that is easily portable and durable.
• Don’t use multiple systems that are not synchronized i.e. Outlook calendar & Blackberry calendar
• Be disciplined with your appointments – ensure you start and finish on time – every time!
• Don’t let time wasters effect your day – ensure your clients know your cancellation or late policy.
• Book all appointments into your time management system at point of booking – you will forget otherwise.

3.     Stop learning

Solution:

• If its not, then Kaizen should be one of the values you live by. Kaizen is an ancient Japanese proverb meaning “never ending self-improvement“
• Included within your goals each year should be what new courses/workshops/events you will go to – again be specific and find out the dates for those you want to attend and include in your goals plan.
• Your on-going learning does not have to always be within your field or industry. Try to include one event or course that is outside your field (or one that you don’t feel confident in) e.g. finances, sales or motivational

4.     They don’t think BIG!

Solution:

• You are the CEO of one of the hottest new businesses on the planet in an industry that everyone want to be a part of and attracts a target market that is unrestricted by age, sex or religion!
• Structure your business with some key principles that will help you to think BIG. Here are some questions to address to get started:
  • What’s your purpose as a business?
  • Where do you see your business being in the next 5 to 10 years?
  • What values will you and any others working for you uphold every working day, dictating what decisions you will make for that business?
  • What’s your core business?
  • What’s your target market?
  • Can your target market be segmented into groups?
  • What’s your product and services?

• A great book to read to help you on this subject is “Good to Great“ by Jim Collins.

5.     Stop being consistent – the 1% rule
So many trainers start of with all guns blazing but the wheels soon come off once the initial start-up success and excitement has gone. It’s easy at this moment to stop doing the little things well and start cutting corners.

Solution:

• The 1% rule I refer to here is the little things that make you YOU!
  Here are some reminders to ensure you don’t lose or forget them:
  • Positive attitude
  • Friendly personality – you  continue to say hello to everyone even at 5:30am in the morning
  • You say thank you and wish people a good day
  • You continue to send follow-up texts/emails to your clients after their session’s
  • Giving birthday or Christmas cards to your clients
  • Sending a monthly newsletter to your clients

6.     Forget about themselves

You get so caught up in running your own business and looking after your clients health and well-being that you neglect the number one marketing tool for your business – YOU!

Get lazy on eating, either skipping meals or selecting poor choices because of a lack of preparation

Solution:

• Ensure you include your own workout time into your busy schedule
• Include some “ME” time into your schedule where you do something fun or enjoyable

7.     Run a cash business
It is easy to do and very tempting, but try to avoid a cash run business. Why because its very hard to track your income; its inconsistent income which makes it very hard to project future earnings; & its too easy to spend that money when its in your pocket.

Solution:

• Set-up direct debit billing solution using a 3rd party option where you bill your client’s weekly/fortnightly/monthly.
• Encourage the DD billing type by presenting your prices where paying cash or upfront is set at a higher price than the DD option.
• By having a consistent and high turnover into your account you can accurately forecast the health of your business and set yourself some realistic business goals for the future.

8.     Take themselves too seriously
We may get to a point where we feel we can stop taking advice or think that we have now become the expert on everything.

Solution:

• Do you know of a successful business person in your area? Do you know of an elite athlete? Do you know of someone who is extraordinary in some way? If yes, then you have a great opportunity to find yourself a mentor.
• Someone to meet with or talk to regularly over the year can have a tremendous impact on you and your business.  Those meetings or conversations can sometimes reassure you that you’re making the right decisions or a second opinion on an idea or problem you may have
• Become a mentor! Being a mentor can also help you become better at what you do and what you know. By coaching people on your experiences and what you have learned – you too can improve on your own mindset and coaching principles.

9.     Become negative
The glass has become half empty?

Working in a customer service industry it is easy to get caught up in negative talk. Other trainers telling you their sad stories about their failing businesses or you’re clients telling you about their endless problems. What do we do?!

Solution:

• The answer = Be a leader. Listen with two ears and one mouth, offer some positive advice and move on.
• As discussed in point #5 just be consistent in your attitude and personality and slowly you can change the World!

10.  Forget that they are in the business of making people feel good!
People want to lose weight, tone up, build muscle or improve their fitness. However no matter what your clients goals are, we should never underestimate the power of making people feel good about themselves.

Solution:

• I’ve often heard our industry referred to as the entertainment industry. I don’t entirely agree but it does have a lot of merit. We should always ensure we are professional in our coaching approach but at the end of the day your clients come to you and keep coming back to you because they like you!
• You may be the most qualified trainer under the sun however if you don’t have a personality that allows you to connect with your clients on a level of trust and enjoyment, you won’t be successful.
• Have fun, share stories, joke & laugh during your sessions – just ensure you pick your moments when to so.

And there you go, my top 10 mistakes to avoid along the way to greatness. But please do remember that making mistakes is a very natural and needed experience in shaping you as a person. So enjoy the journey and try not to make the same mistake twice.

All the best Steve.