Sell Value, Not Time

If, as a personal trainer, you get caught up exclusively in selling one-hour packages instead of selling value and quality service, clients will ultimately suffer and so will you.

Picture this: you have personal training clients back-to-back. Your sessions are one hour long. You go up to the very last second on each session because you feel the pressure of giving people their money’s worth and not making the next one wait. Sound familiar? Wouldn’t it be nice to have time to go to the bathroom, make a phone call, check email, or simply have a minute to mentally prepare for the next session? This creates less stress, right?

Why the One-Hour Session?

This was my life, too, before I made it about selling the workout, not time. I’ve had my best workouts training myself and clients in less than 60 minutes, some in 40-50 minutes; but for whatever reason, it has become universally accepted that one hour is necessary to train someone adequately. If you are training a client and you finish in less than 60 minutes, does that make it less effective? I don’t think so.

The notion that one-hour sessions are essential is deeply ingrained in the fitness industry. It seems to stem from a combination of tradition, expectation, and the way services are marketed. However, this rigid adherence to a 60-minute session often overlooks the individual needs and responses of clients. The truth is, the effectiveness of a workout isn’t measured by the clock but by the quality and intent behind the exercises. This means tailoring each session to meet the client’s goals, fitness level, and energy on that particular day, rather than just filling an arbitrary time slot.

When the Workout is Finished, It’s Finished

Have you ever worked with a client and felt like the session was over at the 40-minute mark, but then you felt it necessary to fill the time with fluff exercises just to fill the hour? More is not necessarily better. As a personal trainer, you are the architect of your clients’ well-being, helping them build a healthier, more in-shape person. If the session is over after addressing their needs fully, then give yourself permission to conclude.

Adding filler activities without a real benefit or purpose isn’t helpful and could potentially cause injuries, especially if your clients are already very fatigued from the actual workout. Clients are generally savvy and will pick up on unnecessary exercises. A well-structured warm-up, strength portion (2 circuits of 3 exercises for 18 sets), and a finisher/cool-down take roughly 45-50 minutes, which is plenty to give them perceived value and quality time. This approach also shows that you are not just winging it or making them perform a circus of exercises to fill the time.

Filling time with unnecessary exercises can also detract from the primary goals of the training session. For instance, if the main focus is to build strength or improve cardiovascular fitness, spending the last 20 minutes on minor, unrelated exercises can dilute the effectiveness of the workout. Additionally, it can lead to mental fatigue for the client, as they may become disengaged or frustrated by the lack of clear purpose in the latter part of the session.

Build Success, Not Failure

You’ll probably find that many of your clients want to get out of there before the hour is up. Many hire you because they won’t exercise on their own. They won’t exercise on their own because they don’t love exercise as much as you do. Someone who doesn’t love exercise but engages in it because they know it is good for them would love to hear that they can get what is necessary done in less time.

You are not selling time; you are selling a meaningful service. If a client comes in late, will the workout be significantly less fruitful than if they came on time? Perhaps, but unlikely. By making the session time your primary barometer, if they are short on time, this sets them up for feeling like a failure or a perception of depleted value. I know my clients are going to get a great workout and experience regardless of time spent. Some have said it’s the highlight of their day, so focus on the experience more than the time.

Building success rather than failure also involves recognizing and celebrating small achievements. When clients feel pressured by the clock, they may miss out on appreciating the progress they make in each session. By focusing on quality over quantity, you can highlight their improvements, whether it’s lifting a bit more weight, running a bit faster, or simply feeling more confident. This positive reinforcement helps build a sense of accomplishment and motivation, which is crucial for long-term adherence to fitness routines.

How Long is Really Necessary?

If a prospective client asks me how long the workouts are, I tell them: “As long as it takes. Mostly you can expect anywhere from 45-50 minutes in duration.” You might be surprised by the responses. If you get someone in and out inside of 60 minutes with time to spare, the client has more time to do other things and less time away from other tasks during that day.

Remember, too, that we as fitness professionals are in the minority of people that love exercise. If we can take the focus off time and celebrate with our clients that they are there and training (and consistently with you), then that is a win in and of itself.

Individualized Approach to Training

It’s essential to tailor each session to the specific needs and goals of your clients. Some may require more attention on certain areas, such as flexibility or balance, which might not take a full hour. Others might benefit from a more intense, shorter workout. By focusing on the individual’s requirements, you can provide more effective and efficient training sessions that truly meet their needs.

This individualized approach not only enhances the effectiveness of the training but also increases client satisfaction. Clients feel valued and understood when their workouts are customized to their specific goals and limitations. This personalized attention can significantly improve their experience and results, leading to higher client retention and better word-of-mouth referrals.

Maximizing Efficiency in Training

Efficiency in training is about making the most out of the time you have. This doesn’t mean rushing through exercises but rather choosing the most effective ones and ensuring proper form and technique. High-intensity interval training (HIIT) and circuit training are excellent examples of how you can achieve more in less time. These methods can provide a comprehensive workout in a shorter period, addressing multiple fitness components such as strength, endurance, and cardiovascular health.

Incorporating variety and innovation in your training methods can also keep clients engaged and motivated. Using different types of equipment, introducing new exercises, and varying the workout intensity can prevent monotony and challenge clients in new ways. This approach not only enhances physical results but also makes the training experience more enjoyable and stimulating.

What if You Aren’t the Boss?

You might be thinking this attitude sounds great, but as an employee somewhere that offers 30- or 60-minute sessions, how can you diverge from those offerings? I strongly suggest broaching this topic, perhaps by sharing this very article. If a client shows up late and you are scrambling to fit everything in, what if you allow it to run over into the next session? (Different can of worms—technically if the client is late, they lose that time and you should not penalize the next client, but sometimes green trainers feel badly about this, stealing from Peter to pay Paul).

We don’t want the next client to be penalized by starting late. Now that next session feels awkward or rushed, and possibly runs into the following session, and so begins a vicious cycle. This is too stressful and will cause burnout and more trainer turnover—a true example of poor value and quality service.

If you aren’t in a position to change the session lengths directly, consider discussing with your employer the benefits of more flexible session times. Present the idea that quality and client satisfaction might improve with a more adaptable approach. Use examples and evidence from your own experience or from reputable sources to support your case.

Advocate Value and Quality over Quantity and Time

Only positive outcomes will result if you focus your sessions on value, quality, and purpose. If you have a “why” behind your workouts and programs, then the time issue really becomes a non-issue. Picture in your mind 5-6 clients back-to-back, where you have time in between to take a break, a breath, and mentally prepare yourself for your next session without feeling totally under the gun. Then you are getting closer to creating the perfect career scenario that you first envisioned when embarking on your personal training career journey.

Building a Sustainable Career

Creating a sustainable career as a personal trainer involves balancing your workload to prevent burnout. By focusing on quality over quantity, you can manage your schedule more effectively. This means allowing yourself adequate breaks between sessions and not overloading your day with too many back-to-back appointments. A well-rested and mentally prepared trainer can provide a higher level of service, leading to better client results and higher satisfaction.

Enhancing Client Relationships

Strong relationships with clients are built on trust, respect, and genuine concern for their well-being. By prioritizing quality and value in your sessions, you demonstrate your commitment to their fitness goals. This approach fosters a supportive and motivating environment, where clients feel heard and valued. Over time, these positive relationships can lead to long-term loyalty and referrals, which are crucial for the growth and success of your personal training business.

Continuous Learning and Adaptation

The fitness industry is constantly evolving, with new research, techniques, and equipment emerging regularly. To provide the best service, it’s essential to stay informed and continually update your knowledge and skills. Attending workshops, obtaining advanced certifications, and engaging with the fitness community can help you stay at the forefront of the industry. This commitment to professional development enhances your credibility and ensures that your clients receive the most effective and innovative training possible.

Marketing Your Unique Value Proposition

When marketing your services, highlight the unique value and quality you provide. Emphasize that your training sessions are not just about clocking in an hour but about delivering tailored, effective, and efficient workouts that meet the individual needs of each client. Share testimonials and success stories that showcase how your approach has positively impacted clients’ lives. By positioning yourself as a trainer who prioritizes quality and results over time, you can attract clients who appreciate and seek out a more personalized and meaningful fitness experience.

In the end, the shift from selling time to selling value and quality can transform your personal training business. It benefits your clients by providing them with workouts that are tailored to their needs and goals, thus improving their satisfaction and results. For you as a trainer, it reduces stress, prevents burnout, and creates a more sustainable and fulfilling career. Embrace this approach, and you’ll find that both you and your clients will thrive.

In summary, the traditional one-hour session model can be limiting and may not always serve the best interests of your clients or yourself. By focusing on the quality of the workout rather than the quantity of time spent, you can deliver more effective training, build stronger client relationships, and create a more sustainable and rewarding career in personal training. This approach not only enhances the client experience but also positions you as a professional who truly values and understands the individual needs of each client, ultimately setting you apart in the competitive fitness industry.