PTs, Are You Selling a Product or an Experience?
Ask most Fitness Professionals what their product is and they’ll tell you something like ‘Personal Training’.
They’ll focus on what it is they PROVIDE, not what it is the client RECEIVES. And they make the same mistake with their marketing. Their website and social media will be saturated with what they DO, not how they HELP. For most people, getting to where they want to be is more important than how they get there, so the message from a Fitness Professional should reflect that.
I’m here to tell you that the product isn’t the Personal Training session you provide. Sure, that’s a big part of the product, but it’s not the whole thing. What you’re REALLY providing is an EXPERIENCE.
The experience is the sum total of contact and interaction with you and your business. Your product isn’t just about what you do for them, or even about how you help them. Your product is about how you make people FEEL.
In fact, so important is this need to provide an experience, that I think, for Fitness Professionals at least: PRODUCT = EXPERIENCE.
Within this overall experience, or what we can call the ‘Macro Product’, we can have multiple ‘Micro Products’. This is where we’d place things like the physical weekly one-on-one session with your client. A small piece of the puzzle.
From their initial awareness of your brand, the first time they reach out for help, their transition to a paying client, right through to long term retention and referral, every point of contact combines to create their experience. Every point on their client journey (a process you should have systemised) is part of the product you’re providing.
So are you selling Personal Training sessions, or are you providing an experience?
Learn more about the Business of being a Fitness Professional with Range of Motion Business Mentorship Programs.
Dan Williams is the Director of Range of Motion. He has a Bachelor of Science (Exercise and Health Science) and a Postgraduate Bachelor of Exercise Rehabilitation Science from The University of Western Australia, with minors in Biomechanics and Sport Psychology. He has worked with many thousands of individuals along the full spectrum of health, and has coached at The CrossFit Games. He regularly presents to corporate and fitness industry groups and mentors Fitness Professionals.