What If Clients Can’t Afford Personal Training? How To Help

Working out with a personal trainer can enhance the fitness journey. A trainer provides accountability, can increase client motivation, and ensures that the workout program is both safe and effective.

Despite all this value, sometimes clients can’t afford the rates as set by the trainer or gym. Here, we discuss some of the most common cost barriers in the fitness industry. We also share a few ways to work around them if there is a client that you really want to help.

Common Personal Trainer Cost Barriers

Even though regular exercise is important to mental and physical health, many consider hiring a personal trainer a luxury versus being a necessity. So, if they are already stretched financially, it can make it hard for them to justify paying for your services—no matter how much value you provide.

Paying for food, housing, and utilities is a priority over personal training. If the client doesn’t have enough income to cover these expenses with a bit left over, hiring a trainer wouldn’t make good financial sense. They have to make sure the needs of their family are handled first.

Sometimes, cost barriers are only temporary. They’ve lost their job, their spouse’s income has been reduced, or they’re facing unexpected expenses. These situations can all impact their ability to pay for a personal trainer.

Other times, it is the pricing structure that presents an issue for the client. Roughly 61% of the population lives paycheck to paycheck. This means that if you require a larger payment upfront to “hold their spot,” for instance, they might not have that amount in their bank account. 

How to Tell Whether Cost Might Be an Issue (Even If They Don’t Say It Is)

What makes this issue more problematic is that a client or potential client may not feel comfortable disclosing that finances are a concern. They might feel ashamed about their financial position. Or they may fear that you’ll judge them if they don’t make a certain amount. 

A successful personal trainer knows how to recognize when concern exists, even if it isn’t said. Here are a few things to look for that could signal that they’re struggling with the cost:

• You’ve been working with a client regularly, but they suddenly discontinue training without any reason why. And when you try to ask why they quit, they give reasons that don’t seem to make sense or avoid you completely. (This doesn’t always mean that a financial issue is at play. They may also be facing personal issues that they don’t want to discuss. Respecting their privacy is important. This is presented more so as a potential sign that finances may be a concern.)

• A client discloses that they’re having financial issues at home. Even if they don’t mention that it may be an issue with paying for training, this can be inferred. Or they may talk about how their spouse is spending too much and that it’s increasing their stress. Any mention of financial stress suggests that they may be struggling with paying for training.

• A potential client says they’d like to hire you, but they look down or away when you mention the cost. Body language can tell a lot about issues that give a prospective client concern. If the client looks down or away when you talk about pricing, this is a sign that they’re uncomfortable with the conversation. If they fold their arms across their chest, this could also be a signal that they’re closed off. Placing the arms across the chest is a defensive stance that many get into subconsciously in an effort to protect themselves.

What If Clients Can’t Afford Personal Training?

Certainly, you have to be paid for your services if you want to continue being a personal trainer. You have bills to pay too. But there may be times that you want to help a client or potential client out. Maybe they’ve just fallen on hard times and their situation will improve shortly. Or you have a soft spot in your heart for them and are willing to give them a break. No matter what the situation, you have a few options for both current and potential clients.

(Note: If you work in a gym, you may not have much flexibility with cost options. Talking personally with the gym owner may be beneficial in smaller facilities. If you work for a larger gym, ask about alternative gym membership options. There may be a program available for clients struggling with cost.)

Options for an Existing Client

Current clients may have a change in their finances, making it harder for them to continue to pay for a fitness trainer. If they’ve been a good payer and their situation is temporary, such as a break between jobs, you may agree to suspend their payments for a set period. This could help them get back on their feet while still allowing them to work toward their fitness goal.

Another option is to agree to reduced payments temporarily. Only collect half the amount for the next month or two, then let them catch up. This would be helpful in situations when they’re facing unexpected bills and don’t have enough to go around. 

You might even provide a price break if they refer some of their family and friends. By increasing your client base, they’re continuing to contribute to your business, albeit a bit more indirectly. You could also agree to a group class for them and a few of their friends. This would allow you to discount your rate, offering them some relief. And if they bring quite a few friends, you may even make more than when you train just them.

If their situation is a bit more long-term, other options may make better sense. You might suggest that they move to a lower-cost training package, for instance. This may reduce the number of sessions they have per week, but it would prevent them from having to quit altogether. 

If you offer online training for a lower price, encourage them to make the switch. They’ll still have access to your fitness training sessions, even if they’re not in person. They can always switch back once they’re in a better position financially.

Options for a Prospective Client

If you have a new client with financial concerns, there are also a few options for making training more affordable. One is to offer a program that doesn’t require the purchase of equipment. This applies if you work with the client in their home or if you offer online personal training. 

If your strength training workout uses only bodyweight exercises, for example, it minimizes their upfront expenses. This alone could make the training easier to fit into their budget. An equipment-free cardio option would be a program that involves walking, running, or dancing. 

You may also offer the client an introductory personal training session free of charge. It’s possible that they don’t realize the value you provide as a trainer. By giving them a free training session, you’re able to show them the benefits of working with you. Once they see what you can do for them, they may work harder to come up with the money to cover your rates.

Group training is another way to lower the cost for a new client. Agree to a reduced rate for training several people at once. If you have a lot of potential clients who are struggling with cost, putting them all in the same class increases your client list while easing their financial hardships.

Tips for a More Comfortable Cost Discussion

Some people have a hard time talking about finances. This can make for an uncomfortable discussion, even if you’ve been training them for some time and have a good relationship.

To make the discussion more comfortable, approach them with empathy. Let them know that you understand their concerns and that you don’t judge them. If you’ve been in their shoes, it may even help to open up and let them know this. When they feel as if you truly understand where they are, it can make it easier for them to let you know the struggles they face.

It may also be helpful to remind them that what they say to you is confidential. They may be okay talking to you but fear that you’ll tell someone else. Removing this fear may be enough to get them to have the conversation.

Above all, remain a fitness professional. Be respectful and courteous at all times. Show them why you are a leader in the personal training industry. This keeps the door open if they’re able to afford your personal training services at a later point in time.

Factors to Consider Before Discounting Your Personal Training Rates

Many of the options suggested above involve discounting your rates. Although, not every situation can or should be rectified with this approach. Each case should be considered individually. Before just lowering your rates as a fitness coach, think about these factors first:

• Whether the person is your ideal client. Going above and beyond for someone who is your ideal client may make more sense than someone who doesn’t fit this mold. This person may be a good contact for others in your target market. Exposure to these others may be worth the discount.

• If they may be in a position to help you grow your business. If the person is fairly well known in your community, for instance, getting them on board may be worth discounting your rates as they can promote your personal training business. 

• If this is a one-time thing or could be a continual issue. Helping a client one time is a lot different than giving them discounts over and over again. If you get the sense that the person is simply trying to get out of paying full price for your services, reducing your rates can hurt you as it also reduces your value as a fitness instructor.  

Sometimes You Have to Let Your Personal Training Client Go

No matter how much you want to help people increase their fitness levels, you can’t give your services away. Your fitness business won’t be open long if you do. Sometimes, this requires letting a personal training client go. 

In cases such as this, let them know that the door is open should their situation change in the future. Send them a mini-workout via email now and then to remind them that you’re there. In the email, reinforce the benefits of working with a certified personal trainer. Keep planting the seed so you’re the first person they think of once their financial situation improves.

Not yet certified? ISSA offers personal trainer certification. This course teaches you everything you need to know to be a successful certified personal trainer. You also learn tips and tricks for building a business within the fitness industry.

Resources

61 Percent of U.S. Population Now Lives Paycheck to Paycheck. Ir.lendingclub.com. (2022). Retrieved 26 May 2022, from https://ir.lendingclub.com/news/news-details/2022/61-Percent-of-U.S.-Population-Now-Lives-Paycheck-to-Paycheck/default.aspx.