The Fitness Niche - When Rehab is over, fitness programs can boost your practice's cash flow
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They Want to Look Better
The foundation of your executive and individual fitness programs will be a PT-supervised program designed to improve overall health
and appearance. Your temptation will be to promote what you know best, funcational rehabilitation, but beware. Unless
clients have pain, 90% of them will want to look better.
What they do not know is that if they stand up straight and balance their muscle groups, not only will their physical
appearance improve, but so will their disposition. The rest of the program will depend on staff experience or training and
the type of equipment you offer. If you have a line of pneumatic exercise mahcines for the elderly population, your design will vary
significantly from a computerized fitness program for recreational athletes.
Regardless of your clientele, you may want to use some appropriate outside advertising. The purpose of outside advertising
is to get people to come to your door, not to sell them the package. Your goal is to generate leads, offer a complimentary workout,
and then go for the close.
You can advertise in local paper, neighboring stores, businesses, and among doctors. Spread the word to all who will be listen.
It usually takes a dozen or so contacts with a potential client to generate enough interest to act. That is why you need to commit for at least
a year to the fitness program. Advertising works, but it takes a while.
You also need to promote your new fitness program through out your office or building with signs, pictures, and informative
handouts. The two biggest forms of promotion come from word of mouth by your staff and the current fitness clients. So-called "buzz" cannot be underestimated.
If you have a happy customer, ask her to spread the word. Offer a free t-shirt with your logo to every friend they bring in for a free trial workout.
Use small incentives to spring-board interest from your employees if the employees have helped set up the fitness program, they
will be even more eager to sell what they helped create.
After all, if you and your staff don't sell the program, who will? Be passionate and committed. Your programs offer tremendous
value and improve people's lives. Remember, if you don't believe, no one else will.
Stephen Clark, PT, DPT, MHS, OCS, MBA, owns Athletic
Physical Therapy Inc, a private physical therapy practice in Los
Angeles. He can be reached via email: Info@AthleticPT.com
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Further reading
Featured next to
Stephen Clark's article
is a spot light on Pat Croce
A Niche Master
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