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Affordability comes top of reasons clients leave PTs, new survey finds

A NEW survey has found affordability to be the main reason PTs lose clients.

Specialist sports insurer Insure4Sport surveyed more than 1,500 personal trainers in their study.

The survey also found that one in five PTs said clients stopped working with them due to time constraints and not being able to commit the required time to exercise.

And a quarter said clients ceased training once people felt they’d achieved their initial goals.

More than half - 57 per cent - of clients first signed up because they wanted to lose weight, with general health reasons and wanting to look good being the driving factors.

But the findings suggest once those objectives are met, they no longer feel the need to keep seeing a PT.

Manchester PT Ollie Lawrence said: “It’s disappointing that so many people commit to exercising but for one reason or another can’t seem to sustain this commitment long-term.

“Exercise isn’t just a luxury, it’s a way of life for many people. To make their sessions as affordable as possible for as many people as possible, PTs need to offer bespoke packages to suit a variety of budgets. This will ensure they retain more clients in the long run.”

Half of the PTs surveyed said their clients stayed for an average of six months to two years, but building lasting relationships is clearly proving more difficult: only eight per cent of respondents said their clients had been with them more than five years.

Insure4Sport managing director John Woosey said: “To keep them motivated, PTs could provide loyalty incentives to customers who’ve been with them for more than a couple of years as a gesture of goodwill.

“Building a rapport with as many of their clients as possible and hammering home the benefits of continuous exercise is also essential. Digital marketing is one way of doing this, and it’s clear from our research that more fitness professionals should advantage of the opportunities available to them. “This could prove the difference between having a successful career and going out of business.”

The survey found that PTs still rely more on word of mouth (28 per cent) than digital advertising (20 per cent) or social media (19 per cent). but 23 per cent admitted posting regularly on social media would help their business.

A third of PTs thought offering a better level of client service would help their business.

A total of 16 per cent of PTs left the profession after just a year in business and after five years, 64 per cent moved into a different job.

Go backPosted on 5th September 2018