The Simple Plan: Getting Group Members to Do PT

A personal trainer works with a client to perfect her overhead squat with an empty barbell.

It’s possible to add a huge amount of personal-training revenue to a gym—even a gym that focuses on group training.

And you can boost your gross by five figures without adding a single member.

I know this because I did it—and it saved my gym.

The best part?

It’s not hard to do.

Goal Review Sessions

You should know your members’ goals—what they want to accomplish in your gym.

Ideally, you asked them during a free consultation before they were clients, and you’ve tracked their progress ever since they joined the gym. You should review these goals in 10- or 15-minute meetings every three to six months.

If you don’t know clients’ specific goals right now, you can backfill—but you must start the process now by booking Goal Review Sessions.

In a goal review, the process is simple: You review the goal, you review progress toward the goal, and you lay out the next steps to make additional progress.

As fitness coaches, we can agree that in many cases—not all, but most—personal attention will produce swifter progress.

Would a client get better at double-unders with three minutes of attention in a group class once every two weeks or with an hour of focused instruction every week?

The answer is obvious.

So if a client wants to make faster progress toward a goal, suggest adding personal training. Then ask if that plan sounds good. If the answer is “yes,” present the price.

That’s it.

It’s not twisting arms and pushing people to purchase services they don’t want. It’s being a professional and coaching people to find the plan that will help them get results at the desired pace.

Barriers to PT

Many gym owners who specialize in group training can’t sell PT because of their mindset.

When you’ve focused on marketing “unlimited classes for $170” for five years, it’s hard to get your head around a 10-session PT package at $700 or more.

Here’s the thing: You are not your client, and you shouldn’t put yourself in their place. Clients have their own budgets, priorities and desires. Your job is not to tell them what they can and can’t afford.

It’s literally your duty as a coach to tell a client how to get the best results in the shortest amount of time.

Scenario from another industry: A client’s tire is always leaking, and you, the tire expert, know it’s time for a new tire. But instead of saying that, you worry about the client’s budget and say this: “Just make sure you always have about 10 minutes to pump up the tire before you drive anywhere.”

That’s ridiculous, right?

Same deal in the gym: “Want to learn Olympic lifting? The fastest path is working one on one with me. Too expensive? I get it. Our hybrid package includes group coaching and one PT session a month. That’s not it, either? No problem. I can help you in our group classes. But if you ever want to hit ‘turbo boost’ and move faster, we can connect one on one.”

Here’s a stat for you: When gym owners who don’t offer PT join our mentorship program and get PT services in place, they usually see a revenue jump of 15-20 percent right away. One of the first things we teach is how to add that one-on-one option (and we have a huge pile of plug-and-play resources for clients).

Is the additional revenue good for the gym? Of course.

But offering PT also helps gym owners help their coaches make a better living.

And it helps their clients reach their goals faster.

It’s a win in every column.

Big News

My new guide comes out tomorrow.

I’ll tell you exactly how you can get “How to Add $10K in PT Without Adding a Single Member.”

To make sure you don’t miss this free resource, be sure to join our private group Gym Owners United.


One more thing!

Did you know gym owners can earn $100,000 a year with no more than 150 clients? We wrote a guide showing you exactly how.