In our town, we offer a 6-week introduction program about four times a year. It’s not free.
It’s not $50. Or even $99.
In fact, we charge $250 for our 6-week program.
Now, I know we could recruit a lot more people if I lowered the price. If I made the program FREE, I could have 20 or more instead of 8 in our classes.
But you know why I don’t? Two reasons.
First, I have found based on my experience, that people don’t take things seriously when it’s been given to them for free. When someone signs up for a free program, I don’t really know how committed they are, and if what they are participating in doesn’t cost them anything, then walking away from it doesn’t hurt.
In the investing world, they call this condition “myopic loss aversion”. Researchers in economics have concluded that we feel monetary losses about two and a half times MORE than gains our investments make. And despite our sound rational brains, we as humans invest money in ways to avoid loss.
We can make the same argument when it comes to our health.
We know rationally that we need to eat whole grains, fruits and vegetables, that health care should cost something because the doctor and nurses and physical therapists should get paid for their services. But parting with our money to pay them when we’ve been used to getting it for next to nothing, or buying healthier food when the processed food tastes good and costs less, just hurts more.
Why pay a trainer when you can pay $10 and go the purple place? Well, that might work for you. But if you’re not motivated, or don’t know what to do, if the place is packed or you’re just tired of doing the same thing every time, you probably won’t go. And you might let that membership keep going because it doesn’t cost enough to NOT go. But… if you’re paying $50 a session to a trainer, you will darn well show up because you don’t want to lose that money. (or disappoint your trainer!)
And so that’s the first reason we charge what we charge. I want you to be committed. For your own sake.
Second… can I be honest? I just can’t be as good of a coach to 20 people. If I call myself a professional and say I’m going to give you excellent coaching- I feel that I need to be able to deliver that to you.
During my tenure as a trainer, I have worked my skills up so that I can handle 12 fairly well. Fifteen depending on the programming. And it’s taken me years to get here.
But I can deliver better service if I have 10. Even better with 8. And so, I prefer to have that number to work with so I can be the trainer my clients deserve and give the attention they need to see real change.
So I willing admit I don’t do FREE 6-week programs. For me, it just isn’t good service.
But I’m not sharing all of this just to blabber, I share this because I want to lift the curtain and show you WHY trainers and gyms offer programs and how they decide what to charge. That way when you (or your family member or friend) get involved in a program, you have some grounding for your expectations.
If you are trying to get started again (or a family member, best friend, etc.) with exercise and are considering an X-week introduction program, here are my tips to making the most of your commitment and money.
First, find out what’s involved with the fee being offered. Trainers and gyms will offer programs for a cheap price or even free for basically three reasons:
they’re starting out and are trying to acquire clients,
they are baiting you to charge you a lot later, or
they don’t know what they’re doing yet and you’re part of the guinea pig process.
As long as you know up front and are good with what you are receiving, you won’t be surprised or disappointed down the road.
Second, find out WHO you will be training with and whether you trust them with your training. Professionals will charge for their services because that’s what they do for a living. The price they charge is a reflection of their value to you, as well as their commitment to your success.
How committed will a trainer be if they are getting paid next to nothing for training you and 15 others? Those that treat this like a job or hobby demonstrate their commitment to you through their price. Speaking with your potential trainer and hearing what other people say about them will help you determine if their program is a good fit for you.
Also, don’t be afraid to ask questions. Request to meet with them. Find out what’s included (and what’s not) with the program you signed up for. Will they communicate with you through email, social media, or personal coaching text messages? Do they answer your questions after a training session? Do they check in with you? Despite the science behind the training you will do, you are building a relationship with someone and you should be able to trust them with taking care of you.
If you do this, you can depart with what’s in your wallet with peace of mind and reasonable expectations.
And avoid the hurt of losing on your investment.
Keep moving,
Priscilla
p.s. Know what you want but not sure how to get there? That’s where we come in. We give you step by step instruction on what to do next. With all the ideas, diet advice and newest forms of exercise, it can be overwhelming. So let us help you determine your next step. Click here if you’d like to set up a free consultation.
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