By far, one of the biggest frustrations I hear from personal trainers is not maximizing the knowledge they have, both in terms of impact and income.
Don’t get me wrong, I love learning, just as much as I’m sure you do, but It was only two days ago that I spoke to another personal trainer who was going to invest in another training course when he didn’t have the marketing & business skills to make the most of that knowledge to reach people.
He openly admitted that he was hooked on gaining more knowledge but didn’t have the follow through on the business side of things and was just about to sign up for another.
The problem was, this pattern was resulting in him not living up to his full potential, it was taking a toll on his relationship and his family. He was getting into more and more debt and I had to have a very honest conversation about the reality of this continuing.
Education is addictive. It stimulates us, it makes us feel like we’re improving (and often we are), but the truth is when that education builds up, but the impact and income stay the same we feel a massive sense of failure because we don’t maximize it.
Another big reason for this addiction to learning is that we sometimes don’t feel good enough, or feel that other trainers may be more qualified and that when we get that next certification then that will be the tipping point where everything changes.
But it doesn’t happen.
The way to balance out education with impact is to educate and implement fitness business systems, strategies and start helping more people with that knowledge.
I always ask this question, especially to trainers who have been in the industry for at least a few years who are still not where they want to be and I ask them this…
“What do you think would have happened if you started to invest in marketing, business skills and mindset when you qualified?”.
And then the silence.
The reality is, if you want to grow a business you have to think like a business owner. If you want your business to stay the same or decline, then continue to invest in more courses on being a great trainer and ignore the very information that will turn prospects into clients and help you to grow a team.
The reality of not taking this action is fewer holidays, more stress, being in reaction mode and the inability to impact more lives.
There is being a personal trainer and there’s being a fitness business owner. Two hugely different things.