How to optimize the fitness assessment:Active Listening
I can remember the days before I was a Show Up intern studying the pages of a baseline certification in 2019.The pages concluded with several practice multiple choice exams. I’d taken them so many times that I knew that answer before finishing reading the question. Did I really know the answer, absolutely not. I’m just a good test taker. Upon completion of said baseline certification I can say one thing for sure, I’ve a really(REALLY) long way to go and a lot more to learn.
Fast forward to 2025, almost 4 years in working as a trainer/ coach at Equinox I look at personal training very differently than the guy that started. The easiest part of our job as trainers(just my opinion) is taking a client through a training session, while the ancillary aspects of building business up to that step where we’re taking that client through a session is where the real work is done, while client retention is the next step. But I’m getting ahead of the purpose of this blog as far as that goes.
Aside from all the science and anatomy(Obviously much needed. I’m definitely a nerd), and even business savvy, people skills are paramount in any aspect of life. Where most new trainers struggle is being transactional early and often, in particular without building any level of rapport. Not saying this as criticism to the individuals, as baseline certifications/ multiple choice exams won’t prepare aspiring trainers for this.
Every member in the gym knows that myself and all the other trainers want more clients. Some things are a given. After all, they’re business people too with careers that parallel ours in many ways with the same challenges. So how do we get clients? Here are a few starting points:
- Smile
- Say good morning
- Give a compliment
- Offer something( a spot, un-rack a machine, a towel etc)
Get that gym member’s name , introduce yourself and leave it at that. At this point you’ve built some level of rapport without asking for anything. Now you’ve given yourself an opportunity to get that member as a possibility for a new client. So it’s time to practice our active listening skills. And this is important because when a potential client decides to get in front of us they have a “why” of it all. And active listening helps us find that why, as well as overcoming objections in the end.
Active listening is all about hearing a response and asking questions based on that response, collecting more information outside of the question asked initially. And this is typically done by asking what we call “open ended questions, or statements ”, that can’t be answered with a yes or no, or one word. Here are a few examples:
- (1)Talk to me about your thought process of getting an Equinox membership in particular, why Equinox?
- (2)What are some struggles you’ve experienced in accomplishing your fitness goal? And if you don’t mind me asking, is there a reason why this is your goal right now?
And here are some typical replies:
- (1)It’s a really clean gym. I love all the group fitness classes and the floor space. (My response, “Thats great! I personally love group fitness and all of our equipment. Did you have a particular group fitness class that you’re interested in ?”)
- (2) My job is stressing me out. I rarely have time for myself. But my son loves playing basketball on the weekends. And he’s getting older and really wants me to play with him. So I want to be in good enough shape to play basketball with my son.(My response, “I’m glad your son loves sports,and you’re a great parent for wanting to be there for your son. I’m sure the kid is badass just like you, what’s his name?”
Active listening helps us build more upon our potential client’s “why” of it all. It helps us connect with people on the personal level. Put yourself in the shoes of a potential client and think about it. What are some reasons that you’d seek advice from a health & fitness professional. Chances are you’d also have a reason, as do our clients.
As far as the business side”Sale” is concerned, objections are imminent for personal trainers. Active listening helps us connect with a client on the true level that they’re in front us for. Ex from above:
- It’s not as much about the job stress or time limitations as it is about the member being about to play basketball with his son. That’s why he wants the help of a fitness professional.
And when you find that information and confidentiality lay out a plan you’ll have yourself a client, guaranteed! Great fitness pros are even better listeners with people skills.