by Eric Cressey
Just about every fitness business coach out there will vehemently assert that one-on-one training is “dead,” and that you have to go with semi-private (small group) training to stay relevant and profitable. Obviously, we work with almost exclusively semi-private training at Cressey Sports Performance, so I think there is some merit to this assertion.
The rationale for both the business and client is sound. The business can see more clients in a given amount of time, which is a deviation from popular trainers being limited to the number of hours they can train. The client gets more affordable training, allowing them to participate more frequently and do so with a more flexible schedule. Plus, there is added camaraderie from training alongside others in a motivating environment. Win/win, right?
With that said, there are still some very profitable fitness facilities doing extremely well with one-on-one training thanks to their geography. Usually, these facilities are in affluent cities like New York where rent is very expensive and higher training prices can be charged. It’s also common with celebrity trainers who may have clients who seek out privacy during training sessions. My last three true one-on-one clients have all been MLB All-Stars who had short time-frames with which to work, significant injury histories, and challenging family schedules that didn’t make our semi-private “pro group” hours feasible for them.
Taking this a step further, though, I’ve always said:
Your business model should never dictate your training model.
Business rationale aside, though, I’m of the belief that one-on-one training is vital to the long-term success of the coaches, not just the business in question. One-on-one training is where you hone your craft, learning to get more efficient with your cueing. It’s where you learn how to be conversational with clients without interfering with the flow of the session. It’s when you learn how to “read” clients: do they learn best with visual, auditory, or kinesthetic cues? It’s when you learn to manage a schedule, and build rapport with clients who are new to the “gym scene.”
Every single one of our coaches at both the Massachusetts and Florida facilities were successful personal trainers before they were successful semi-private coaches. And, each of our interns needs to demonstrate proficiency in a one-on-one context before we’d ever consider letting them handle scenarios with multiple athletes simultaneously. We hire exclusively from our internship program, so nobody works at CSP unless they’ve thrived in one-on-one training already; I feel like it’s that important.
You see, we might be predominantly semi-private training, but all of our clients receive a lot of one-on-one attention, particularly in the first 1-2 months of training. We created the baseball strength and conditioning “niche,” and a big differentiating factor is that we meticulously coach arm care drills in ways that are slightly different for each athlete, depending on their presentation. Can you imagine teaching a prone 1-arm trap raise to 5-6 people at the same time?
One of the “concessions” you make with larger group training is that you are going to let some less-than-perfect reps “go.” I’ve watched large hands-on sessions at conferences with fitness professionals as the participants, and there are bad reps all the time – and this is in a population that should know exercise technique better than anyone! It’s just reality. For me, though, I don’t want a single bad rep performed with any of our arm care work. The baseball shoulder has so little margin for error that anything less than perfection with technique is unacceptable.
If we teach it meticulously up-front, we not only create a great movement foundation that will make it easier for the individual to thrive in a semi-private environment, but also clearly establish in the client’s eyes that we are still taking into account their unique needs. We can do all this because we have sufficient staffing to make this work.
Conversely, if you’re a single trainer and insist on billing in a semi-private environment and don’t want shoddy exercise technique under your roof, you better carve out some time in your schedule for individual instruction. You have to move well before you move a lot.
What does this mean for the original assertion that “one-on-one is dead” (with a few notable exceptions)? Well, I’d argue that it should read:
One-on-one training is dead from a billing standpoint. It’s still vitally important from a coaching standpoint – particularly in facilities that don’t want to just deliver a “vanilla” product.
The same coaches who tell you to go to semi-private training will usually encourage you to go to watered down, one-size-fits-all programming templates. That might work okay if you’re just doing general fitness training, but it fails miserably if you’re working with clients who want to be absolutely awesome at what they do.
One-on-one training takes place every single day at Cressey Sports Performance, a “semi-private” facility that has done double-digit growth in every year since it opened in 2007. And, I know of loads of other facilities that incorporate it extensively under the semi-private umbrella.
One-on-one training isn’t dead. It’s just being called something else.