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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