WHY SOME PT BUSINESSES FAIL
Australia is one of the fittest nations in the world with the country training more fitness trainers than IT professionals, according to a
2013 survey. What’s more, the fitness industry is now said to be worth 1.3 billion AUD. This is an encouraging number, indicating
there’s great market potential with over 900,000 Australians paying for personal training. This is important since science has
already proven that working with a professional trainer gives better results than working alone. Still, sadly, many personal training
businesses fail in Australia. Reports indicate that around 60% of all small businesses cease operation within the first three years, which
is a cause of concern for many. If you’re planning to start a fitness training business or if you already have one, you need to be
aware of why such businesses fail. Without further ado, let’s have a look:
1. Do You Have A Location That Works?
When it comes to a fitness training business, the location is of considerable importance. When we talk about location, we mean everything
from locality to the city. If you pick a city where there isn’t much of a population or there are already a large number of fitness
training businesses, then your chances of finding success would be slim. On the other hand, if you go for a location where there are a lot
of people interested in fitness and a lack of businesses targeting such people, you will find it easier to taste success. The key lies in
doing proper research and thinking of a location that is beneficial for you. These days, many fitness trainers offer online training,
removing the need to hire physical space. This can be a good idea, but still make sure to research about your target audience and how to
reach it. Another important factor is the training environment. Create a gym culture where people come to grow, not just to have fun.
2. Marketing Matters
When it comes to fitness training, marketing is important. You need to know what your clients want. If you market ‘get six pack abs
in 3 months’ you might not necessarily be able to gain customers. This is because people might not be interested in abs at all. They
might be interested in losing weight, or gaining weight etc. Offer people what they want, and make sure to reach to them in their own voice.
Highlight benefits. Talk about your experience, what you have to offer and how you are better than other alternatives. Also, do not forget
the importance of online marketing, even if you do not offer online training. Look into social media and SEO as it can help you reach a
3. Become Business Fit
According to a report released by The Australian Securities and Investments Commission, 44% of businesses in Australia suffer from poor
strategic management – a cause of which is little to no training. Many people get carried away with an idea without considering the
potential it has. This is a major reason why personal training businesses fail. You cannot start such a business just because you’re
fit or you know about diet and workout. That’s only knowing about the business – you need to also learn to run such a business
and this can come through research, experience and education.
4. Knowing What Clients Want
Trends change on a regular basis, and you need to be up-to-date if you wish to move ahead. There was a time when it was all about lifting heavy, and then came Crossfit, and tomorrow something else will be in. If you want your business to succeed you need to incorporate the latest trends. Sticking to old ideas is one major reason why fitness training businesses fail. Many trainers are rigid regarding their beliefs and shy away from trying new diets or routines. This can cause their clients to look at them as outdated, resulting in failure. Australia holds a lot of potential for personal trainers, assuming you know how to make the most of your own potential. If you are planning to start a personal training business, make sure to do your research before diving straight into the market.