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How to communicate your price increase to your customers

By Fitness business management archives and news, Fitness marketing and social archives and news, Uncategorized

Raising the prices of services can be daunting. We worry that we might lose clients on price, that we make them angry, upset and disappointed at us. We also feel a duty of care toward clients and don’t want to raise prices when we might know they are already struggling. Sometimes, we can even question whether our services are worth the extra cost.

These are completely normal emotions and entirely empathetic response to a difficult situation.

But, and it is a big but, you are almost certainly going to have to raise your prices.

If you have been postponing it for a while, now is a good time to get into action and do it in the best way possible for you and your clients. So, take a deep breath, and let’s dive into the key steps to take to make the transition easier for you, and for your clients.

By how much do you need to increase your classes, and in what timeframe?

Has inflation already started to bite you and by how much? Add up the additional costs that you now incur. That’s the minimum amount you need to make up by increasing your prices just to keep your take-home revenue the same. So, if your bills have done up by £100 / month and your monthly revenue is £1000 / month, you need to raise your prices by 10%.

You might decide actually that you can make some efficiency savings in your business which save £50 a month so you can actually raise prices by 5%.  But the thing to watch out for is that inflation doesn’t stay still. Inflation might add another £50 to your overheads in 6 months’ time and now there’s no more efficiency savings to make so you need to raise your prices again.

And here is your first choice which is do you raise your prices in a big chunk in one go to future-proof your pricing and keep your prices flat for a decent amount of time? Or do you raise prices incrementally through the year a little at a time?

The answer is probably that if you sell in long-term increments (annual memberships for example) you will need to raise your prices in one big jump now. Whereas if you sell more on a pay-as-you-go, or in weekly or monthly increments, you have far more flexibility to increase prices gradually.

 1. Communicate your price increase

Raising your prices without giving much warning and without clarity can cause unnecessary friction. The key is to communicate any changes to your customers effectively and allow for some time to adjust to the changes. People will understand you have to put prices up but for them, it’s just another increase so however understanding it’s not what they want to hear. Be as transparent as possible and provide them with a timeline that gives them plenty of time. If it’s practical, let them know individually or in small groups and in person.

People will appreciate that you’ve spoken to them and not just assumed that the increase will be fine or not care if the increase is too much for them. Once your customers know you can make an announcement but most of your clients will already know and appreciate the advance warning.

 2. Add value, foster loyalty, and build a community spirit

Adding value to your fitness services will aid with customer retention and acquisition. In general, people are willing to pay more if they feel they are getting more value for money. This can be anything form the service you provide, to the speed of your responses, to any free resources you give away, to the private groups you form etc. Adding value can put you in a unique position and help you differentiate from your competitors. At the end of the day, only you know what you do and how you do it, so be brave and consider yourself an expert in the field by driving conversations.

Are there a few little things you can add to your service which don’t cost you much or anything at all, but that your clients will appreciate as their prices go up. Checking in with clients a bit more to make sure they’re enjoying themselves, additional positive feedback, run little competitions and hand out little prizes (just tokens and silly things – not flat-screen TVs). This is all part of creating a mindset with customers that your services aren’t just an expense every week or month. Your services are an essential part of their physical and social routine that is essential for their mental and physical health.  Do everything you can to ensure your service isn’t a nice to have, it’s essential. You may want to read our top 5 tips for creating value for your customers.

 3. Pricing trade-offs

It might be with your business, especially if you’re still seeing a drop in numbers from Covid, that revenue right now is tight. You might therefore want to consider killing two birds with one stone and offering a chance for customers to avoid price increases in return for buying upfront. For example, you could offer a 1 year or 6-month membership where the client pays in full and upfront but at your current price?

Now there’s a trade-off – your profit margin on that customer is less than it would be if they were paying that in instalments at the higher price. But, you’ve got the money in the bank now. If you’ve got clients that fit the profile that can pay upfront, then it might well suit both you and them.

If your customers have been with you for a while, it is likely they can anticipate a price increase. Fitness professionals approaching price raises with attention and communicating the change successfully will likely not risk the customer relationship.

For more information on Gymcatch and how it can help your yogapilatesdance or personal training business. Get in contact to book a demo or start a free month.

How to become a fitness instructor

By Uncategorized

A fitness instructor teaches, guides, and encourages groups or individuals during activities and exercise routines. Most of the time, fitness instructors teach clients how to execute exercises and monitor their progress. They also help clients reach their fitness goals, provide them with information about lifestyle, manage their weight, and monitor their food intake. Good fitness will adjust fitness programs to ensure that clients reach their goals while maintaining safety regulations.

One of the first things you should do is determine what type of fitness instructor you want to become. Below are the common types of fitness instructors;

  • Personal trainer – here, you will be dealing with individual clients or families. As a fitness instructor, you may have to travel to your client’s homes and work around their schedules. Most of the time, you work with one client at a time. Therefore, you will have to tailor fitness programs for each client.
  • Group fitness instructor – here, you will be working with a group in a studio or outdoor setting. It involves the use of equipment. As a group fitness instructor, you can lead clients in exercises like Zumba, cycling, and dancing. You will also have to offer some specialized attention to each person in the group for better results.
  • Specialist instructor – here, you get to focus on a single discipline. For instance, you can master one type of workouts like yoga, pilates, or spin classes. Here, you will be working in a studio that specializes in a particular discipline. You will need special certification for your field of focus.
  • Health and wellness coach – here, you will focus on clients’ health, daily routines, eating habits, and making life changes for overall wellness. Your role will help clients get in shape, maintain healthy lifestyles, take care of their bodies and achieve all-around wellness.

When determining the type of fitness instructor you want to become, you need to examine each of the options carefully. That way, you can make an informed decision.

Find out the duties of a fitness instructor

After you have figured out what type of fitness instructor you want to be, the next thing you should do if you are looking to start a fitness training career is to research your would-be duties. Below are the primary responsibilities of a fitness instructor;

  • A fitness instructor’s main duty is to work with individuals or groups demonstrating exercise routines and activities. This also involves teaching participants how to avoid injuries while partaking in exercise routines.
  • As a fitness instructor, you will also have to provide your clients with instructions like breathing and using exercise equipment properly.
  • In a fitness class, music is just as important as the exercise routine and instructions. Therefore, another duty of a fitness instructor is to choose the best music selection for fitness sessions. The right choice of music will help the group or individual get energized and motivated.
  • If you are to work as a fitness instructor for individual clients, you will also have to offer one-on-one consultations. In such cases, you will have to work around your clients’ schedules.

With this information, you can go into the business fully aware of what is expected of you. This means that you will also get the chance to prepare for your duties before taking on clients.

Enroll in a training program

After you have all the necessary knowledge of the roles and duties, you may need some training so that you can provide the best services. The good thing about this career is that you do not need a college degree. You can become a fitness instructor by simply completing a non-degree college or certification program. Most of these courses cover the basics of fitness training like cycling, dancing, and strength training. This step is important whether you want to start your own business or get employed. Most employers prefer trainers with certification.

You can also go a step further and get a degree. With a degree in any health-related major, you will have better chances of getting employed in this field. If you decide to take this route, you can get a degree in exercise science, physical education, or behavioural health science, among other health-related areas. Note that you do not need to have this level of education. You can, most of the time, become a fitness instructor with a high school diploma or an associate. However, a degree will give you an edge in the competitive industry. It is also worth noting that the level of education you need depends on the type of fitness instructor you want to become. For instance, if you’re going to become a health and wellness coach, you may need a degree in nutrition, fitness, nursing, healthcare, or psychology. On the other hand, to become a personal trainer, you require a high school diploma and associate certificate.

Acquire the necessary certification

Note that certification is not mandatory. This is especially the case if you are looking to become a self-employed fitness instructor. However, while some employers may not care about certification, most of them prefer it. Before you look for a certificate, you need to check your laws to see which certification programs are credible. The internet is a great tool for this purpose.

Start practising

Once you have completed the steps mentioned above, you can go ahead and look for a job as a fitness instructor. You can also start your practice if that’s the route you wish to take. You can work at a gym, health club, or hospital.

If you decide to start a career as a fitness instructor, you may want to consider investing in a fitness management software like Gymcatch to manager your clients and payments.