Working in the Personal Training industry you will see a wide variety of prices charged for a PT session. Everything from $20 cash per hour on Gumtree, to $100 at a boutique PT studio. So what can you do to set yourself apart where you are able to charge, and feel justified, in charging a higher price per session?
Build the brand
Everyone knows you pay a lot more for a Mercedes than you do for a Hyundai. This is because people recognise the brand and are willing to pay a higher price for what they consider to be a better quality, more luxury or more appealing product. Even in the supermarket, you can get store brand of most items, and a lot of them taste almost exactly the same – but it’s that perception of the better quality of the well-known brand that people are willing to pay a higher price for. As a PT if you’re flying solo it can be very challenging to build that brand where people recognise you and are willing to pay a premium for it. This is where joining a large team can help. If you work for a large, well-known company, you wear their uniform, then you represent their brand, and you immediately gain the benefit of their perceived quality and expertise that can only be gained through years of consistent work and marketing.
Be professional
If you pay for a premium service – you expect a high quality, professional service. You must be polite, well spoken, well dressed (polo shirt and professional athletic attire), excellent personal hygiene. Be organised, be prepared, be early. Have new, clean and high quality equipment and facility. Respond to calls and messages promptly. You get what you pay for – so make sure if you charge a higher price, you give a higher level of service!
Add Value
Adding value is crucial to justify charging a higher price. Value in a Personal Training session comes in various forms. It’s crucial that every single session is individually planned and tailored to 
suit your client. No two sessions should be the same. You need to have a great knowledge and understanding of your client’s goals, wants and needs, likes and dislikes, their abilities, their medical issues, their motivation style, their learning style = and use all this to plan exactly the right session for them. You need to go above and beyond the expected ‘in-session’ service though. You need to send reminder texts, happy birthday cards, ask how their kid’s soccer match went on the weekend, remember not only the special occasions but also the every-day like work and family things. Make sure you check on their nutrition and exercise outside of sessions. Give them homework, check their food diaries. Track their progress through regular re-evaluations and goal setting. These are the little details that add so much value. Make sure they feel like they could not do this without you.
Continue to educate yourself
Of course you have already completed your Certificate III and IV in fitness to be a recognised Personal Trainer, but it’s important to keep up your education – always learn new things, join in other Trainers sessions, stay current in your first aid and CPR, keep up with the latest research, the latest innovations and trends. Make sure your clients know how hard you are working to keep yourself current in knowledge to keep making their sessions better and better. Registering with a national organisation like Fitness Australia gives you access to a large number of continuing education courses and reminders to complete a set number of education hours every 2 years.
Don’t discount
If you are going to charge a higher price for your service it is important that you don’t offer discounted or free sessions, as this de-values the sessions. Selling half price sessions on Gumtree will attract the wrong type of client anyway. You want to attract the type of client who is happy to pay for a premium service and values your time as much as you do. These clients aren’t looking on Gumtree for the cheapest price, they’re going to be searching online or ask for referrals from other reputable sources. They will research you and find out all about you before they call. You need to have the best website and most professional appearance, as well as be able to immediately respond to their request or answer the phone when they call.
Value your own time
You need to believe that your time is WORTH the money that you charge. You have invested time and money into becoming a Personal Trainer. Personal Training is your career – you are an expert in the field. Your time is money, and any time you give to a potential client is valuable. You can feel good about the service you provide, you are not selling them junk – you offer a priceless service that improves clients physical health, mental health, fitness, physical appearance, and general quality of life. You actually change people’s LIVES! The sooner YOU believe this; the sooner you will be able to sell it to your clients.
If you’re still struggling, find out more about Job opportunities and Franchise opportunities and how Fitness Enhancement can get your business booming!
