By Janine Stichter, PhD (Behaviorist) and Scott Schutte (Coach/Gym Owner)
As fitness professionals, understanding exercise and nutrition sciences is essential for helping clients achieve their performance and body composition goals. However, to truly excel as a coach, it's crucial to also grasp behavior science. Clients are no longer satisfied with just intense workouts and meal plans; they seek overall wellness, a concept that encompasses their behaviors and lifestyle outside the gym. In a recent full-day workshop at Perform Better Headquarters, we shared insights on integrating behavior science into fitness coaching practices through the 360 Wellness Coaching service. This unique service, which can be conducted face-to-face or virtually, consists of 15-20 minute sessions that clients find valuable enough to pay a premium for. In Part 1 we discussed key take aways around using behavior science to increase client compliance. If you missed it, click here. In Part 2 of this article series, we reveal our top three strategies for generating more revenue using behavior coaching.
1) Cater to Clients Training at Other Gyms
Many potential clients may have a preferred gym or enjoy activities not offered at your facility (e.g., yoga, CrossFit, long-distance running). However, they might be interested in your 360 Wellness Coaching service, as it's not readily available elsewhere. By emphasizing the uniqueness and value of this service, you can attract clients seeking to enhance their overall health and wellness journey.
2) Reach Out to Those Intimidated by Fitness
A significant portion of the population isn't engaged in regular exercise or a focused wellness plan, presenting an untapped market for fitness professionals. The 360 Wellness Coaching service can lower the barrier to entry for those intimidated by gyms, as it enables clients to start making small lifestyle changes at home under your guidance. Gradually, clients may gain the confidence to train at your facility, thanks to your personalized approach and rapport-building.
3) Offer Added Value to Existing Clients
Workouts alone may not be enough for clients to achieve their goals, and they might struggle to consistently follow nutrition advice. The 360 Wellness Coaching service can help them prioritize their focus outside the gym and deepen their loyalty to you as their coach by providing added value.
The key to attracting more clients lies in offering unique services like the 360 Wellness Coaching, which combines fitness and behavior science for long-lasting change. By appealing to clients who train elsewhere, those intimidated by fitness, and your existing clientele, you can differentiate yourself in a competitive market and provide the holistic approach that clients crave.
To learn more about behavior coaching and how this can improve your income and impact at www.healthybehaviorinstitute.com
Janine Stichter & Scott Schutte
Scott Schutte is a personal trainer, weight loss behavior coach, gym owner, and fitness educator. He has successfully guided thousands of people on their fitness journey. His education and experience have led him to work with many clients and educate other fitness professionals on how to be successful coaches with an emphasis on behavior change.
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Dr. Janine Stichter has been in the field of behavior change for over 20 years as a researcher, author, educator and practitioner. She understands the importance of behavior science for client success. Her career has focused on understanding the why behind behavior and identifying clear practices that are practical and result in sustained change.
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Most recently they co-founded the Healthy Behavior Institute, an educational platform for fitness professionals and gym owners that specialize in behavior modification. Their educational materials provide professionals with a clear system to add an additional service for better client results and increased revenue.