HealthSeekers are individuals who are interested in improving their health but may feel intimidated by traditional fitness environments or lack the motivation to start. Here Guy Griffiths of GG Fit Ltd explores how PTs can grow business with HealthSeeker strategies.
Expanding a PT business typically requires higher paying clients or longer working hours. Another way is to resonate with a broader audience through HealthSeeker strategies, which focus on engaging the 85% of the population who are not currently members of gyms or health clubs.
By tailoring your services to meet the needs of these individuals, you can unlock a largely untapped market and establish a thriving, inclusive business model. It also talks to a lot of good PTs’ core values of helping people with their long-term health, rather than a quick fix weight-loss goal.
Understanding HealthSeekers
HealthSeekers are individuals who are interested in improving their health but may feel intimidated by traditional fitness environments or lack the motivation to start. They often face barriers such as lack of time, financial constraints, misinformation about fitness, or simply don’t feel fitness and exercise is for them.
They’re looking for guidance on lifestyle changes, nutrition and manageable activities, rather than intense workout regimens.
For personal trainers, understanding the mindset of HealthSeekers is key to designing programmes and services that appeal to them.
Some of the barriers mentioned above (time, understanding, not being a fitness person, etc.) are self-perceived. But their barriers still need to be overcome before they work with you, by using right language, approach and sensitivity.
Unlike seasoned gym-goers, HealthSeekers prioritise approachability, flexibility and support. By positioning yourself as a trusted guide, and using coaching methodologies, you can help them navigate their journey to better health.
Implementing HealthSeeker strategies
Here are some actionable strategies for attracting and retaining HealthSeekers:
1. Educational outreach
HealthSeekers often lack the knowledge needed to take the first step. Offering workshops and seminars on holistic health topics such as nutrition, stress management and the benefits of moderate physical activity, or just movement, can position you as an expert and build trust. Examples include:
- hosting a ‘Healthy Living 101’ webinar that covers the basics of balanced eating and simple exercises
- partnering with local schools or workplaces to provide lunch-and-learn sessions on staying active during busy days
- publishing easy-to-read blog posts or social media content that dispels common fitness myths.
Educational outreach not only attracts potential clients but also helps establish your reputation as a community health advocate.
2. Health assessments
Providing complimentary health assessments is a great way to engage HealthSeekers without overwhelming them. These assessments can include:
- body composition analysis
- mobility and flexibility evaluations
- personalised consultations to discuss health goals and challenges.
By offering these services in a non-intimidating setting, you create a welcoming environment that encourages individuals to take actionable steps towards improving their health. These assessments can serve as a gateway to longer-term personal training relationships.
3. Community engagement
HealthSeekers often feel more comfortable in familiar, supportive settings. Participating in local events and collaborating with community organisations can help you reach a wider audience.
Consider:
- organising free group activities like walking clubs, yoga in the park or community fitness challenges
- volunteering to run fitness sessions at charity events
- partnering with healthcare providers to offer wellness programmes tailored to specific populations, such as seniors or individuals with chronic conditions.
Building strong community ties not only increases your visibility but also helps establish trust and credibility.
4. Flexible training options
HealthSeekers value convenience and adaptability. Developing programmes that cater to varying fitness levels and preferences ensures accessibility.
Examples include:
- online coaching sessions for clients who prefer working out at home
- short-duration sessions (20-30 minutes) for busy individuals
- modular training plans that allow clients to progress at their own pace.
Flexibility reduces barriers to entry and makes fitness more appealing to those who might otherwise avoid it.
5. Supportive coaching
Behavioural change is a cornerstone of HealthSeeker strategies. Providing continuous support through regular check-ins, motivational messaging and personalised goal setting can help clients stay committed.
Tips for supportive coaching include:
- using apps to track progress and celebrate milestones
- sending motivational texts or emails to keep clients engaged
- offering one-on-one coaching sessions to address individual challenges.
Building a supportive relationship fosters client retention and enhances overall satisfaction.
Leveraging technology for HealthSeeker success
Technology can be a powerful tool for engaging HealthSeekers. Consider integrating the following into your offerings:
1. Fitness apps and wearables
Encourage clients to use fitness apps or wearable devices to monitor their progress. These tools provide real-time data on metrics such as steps, calories burned and sleep quality. They also promote accountability and help clients visualise their achievements. Provide basic education on what, how and why to monitor to establish your expertise and upskill your clients.
2. Virtual training platforms
Online platforms like Zoom or specialised fitness apps allow you to conduct virtual training sessions, making it easier to reach clients who are unable or unwilling to attend in person. Offering both live and pre-recorded sessions adds flexibility.
3. Social media engagement
Social media is an effective way to connect with potential clients and showcase your expertise. Post educational content, client success stories and interactive challenges to keep your audience engaged.
4. Customised digital resources
Create downloadable resources such as meal plans, workout guides or wellness checklists. These materials add value and help establish you as a trusted authority.
Benefits of adopting HealthSeeker strategies
Adopting a HealthSeeker-focused approach offers numerous benefits for your business:
1. Expanded client base
By appealing to a broader demographic, you can engage individuals who may not have considered personal training before. This opens new opportunities for growth and diversification.
2. Enhanced community presence
Active involvement in community health initiatives elevates your profile and positions you as a leader in promoting public wellbeing. This can lead to referrals and collaborations.
3. Increased revenue streams
Offering diverse services such as workshops, online programmes and group activities creates additional income sources beyond traditional one-on-one sessions.
4. Professional fulfilment
Helping individuals make meaningful lifestyle changes can lead to a more rewarding career experience. Witnessing the positive impact on clients’ lives is a powerful motivator.
Overcoming challenges
While HealthSeeker strategies have immense potential, they’re not without challenges.
Common obstacles include:
- Breaking stereotypes: Address misconceptions that personal training is only for the fit and athletic.
- Building trust: Establish credibility through consistent, transparent communication.
- Balancing costs: Offer affordable options without compromising quality.
Address challenges like these and you’ll create a sustainable and impactful business.
Real-life success stories
To inspire your efforts, here are some examples of personal trainers who have successfully adopted HealthSeeker strategies:
Case study 1: Community wellness advocate
A personal trainer partnered with local schools to offer after-school fitness programmes for kids and their parents. This initiative not only boosted community health but also brought in new clients for one-on-one training sessions. Next step is to put on after-school classes for teachers – both yoga and combat to release the stress levels at both ends of the spectrum.
Case study 2: Online fitness innovator
An urban trainer launched a series of virtual fitness classes tailored to beginners. By marketing these classes through social media and offering affordable subscription plans, they quickly grew their client base across multiple cities. Some progressed to in-person classes where the trainer worked but the majority still remain engaged online.
Case study 3: Specialised coaching for chronic conditions
A trainer with expertise in physical therapy created programmes for individuals with arthritis and mobility issues. By collaborating with healthcare providers, they became a go-to resource for patients looking to improve their quality of life. Again, the connection with fitness clubs means that any injuries get referred to the trainer, since patients who have progressed are offered memberships.
Conclusion
Integrating HealthSeeker strategies into your personal training business allows you to connect with a largely untapped market segment. By focusing on education, accessibility and community engagement, you can foster an inclusive environment that encourages more individuals to embark on their health improvement journeys. This approach not only drives business growth but also enables you to make a meaningful difference in your clients’ lives.
Whether through workshops, flexible programmes or digital tools, the possibilities are endless. Start today and watch your business thrive as you help HealthSeekers achieve their goals.
Find out more about becoming a HealthSeeker Coach, download the free playbook or listen to HealthSeeker Stories at www.HealthSeekers.co.uk
Find out more about enhancing your client’s experience in this FitPro blog post.
Guy Griffiths
Guy Griffiths, a leading authority on member retention, is on a mission to help more people to be healthier and happier by spreading the word on member-retention initiatives that work. This work has led to the HealthSeeker movement, helping clubs to attract, engage, and support people who don’t want to work-out but do want better health. Since founding GGFit in 2008, he has worked with independent clubs, national chains, boutiques, and low-cost operators. Projects range from data analysis to building retention policies and processes, running coaching workshops and sending member communications.
