Individuals do not want to be sold a facility membership or PT sessions: they want to buy into the facility or PT. The emotions associated with being sold to are very different to buying into.
People can get fitness anywhere. They can go for a run, or walk in their local park, they can go for a swim, they can buy some free weights, or purchase a fitness DVD to use at home. So why would they join a fitness facility or employ a Personal Trainer (PT)? There are probably many reasons, and all of the reasons are personal to the individual. For some, it may be for social reasons, while, for others, it could be about support, confidence building, or education. It may be that they want an EXPERIENCE in fitness than they cannot get anywhere else.
There are two ways in which a facility, PT, Studio Instructor, or Fitness Instructor can create unique experiences, content and context.
The content is the exercises, the exercise order, the exercise intensity, the work to rest ratio, and the choice of equipment. All of this, when used appropriately with individuals or groups, can support the creation of a unique experience. However, content is not unique: anyone can copy content!
The way to be unique, is context. The context is about HOW something is delivered, and as an industry that has the opportunity to engage with customers face to face, the context of a PT session, or group class, is massively important. The HOW cannot be ignored anymore.
Content and context are not going to be effective when used alone: they must be used together. The fitness industry to this point has focused for too much on the content, and not enough on the context. Things have to change.