Fitness Marketing Program Shows Trainers How to Create an Experience That Competes with Big Box Clubs

Share Article

Many independent fitness trainers agonize over how they can raise their rates or drop one of their services and still remain competitive, when big box franchises are slashing their rates down to $5 or $20 a month. Fitness Marketing Expert Sam Bakhtiar shares his thoughts. For more information, visit

News Image
Instead of giving myself reasons why I can't, I give myself reasons why I can. ~ Unknown

Many independent fitness trainers worry how they can stay afloat in this economy, when big box franchises are slashing their rates so dramatically. In any given location across America, one may see flyers for $5 or $20 monthly gym memberships, with no sign-up fees. It’s difficult for independently owned training studios to match those prices, since they don’t have 500 or more members to share the cost of operations. According to Fitness Marketing Expert Sam Bakhtiar, trainers must work to create an experience that their big box rivals can’t reproduce.

“Planet Fitness might be offering you a $20 membership,” Sam explains, “but that’s because they’ve priced themselves to keep a revolving door of members coming in and out. You might get to use the latest and greatest new Cybex Machine and watch HDTV while you work out, but if you want to use a towel, you’ve got to pay $10. Oh, and sorry, there are no zumba or cycling classes. Your fitness marketing has to sell something that people can’t get at Planet Fitness – community.”

According to the International Health, Racquet & Sportsclub Association, up to 45 percent of fitness club members quit each year. They do so because the gym is just a place, and a structure cannot keep people motivated to achieve their fitness goals. Back in the 1970s, people came to fitness clubs to socialize and meet one-on-one with dedicated trainers. Nowadays, people come to clubs to disassociate and lose themselves in their iPods and big-screen TVs. Many big box trainers just throw their hands up in the air and say, “I can’t motivate someone who won’t motivate themselves.” The industry has lost its way.

“The path to retention isn’t hard,” Sam says. “It’s up to you, the little guy, to remind your people why they come to you. Let them know your core values. For instance, I always tell people that our goals are to ‘be the change we want to see in the world, never lose our passion, and always do – never say can’t.’ People identify with these personal values.”

“In a recent email, I told my people that we will be raising rates and discontinuing the free trials for friends. I also let them know that anyone who signed up at a lower rate can keep that lower rate, unless they decide to leave and come back – in which case the higher rate will then apply. I also mention that we have designated ‘bring-a-friend days’ now, where they can bring one first-timer along for one introductory session.”

He continues, “I explained these moves by saying, ‘We’re not going to cheapen your experience. You deserve to be around positive, likeminded people. People that come based off of price will leave based off of price and it’s not fair to you. It’s not fair to you when we redirect energy to an individual that doesn’t really care.’ Effective fitness marketing always conveys an ‘us versus them’ appeal because people like having choice and they like knowing they made the better choice.”

Sam Bakhtiar, CEO of Fit Concepts, has been able to make a multi-million-dollar income based on his sound fitness marketing principles. Over the past few decades, he has built his business from the ground up. Now he helps other personal trainers, boot camp operators, studio owners and fitness professionals streamline their fitness marketing practices to be more successful and earn top dollars in their markets, just as he has. For more information on the fitness marketing resources and programs Sam offers, visit

About Sam Bakhtiar

Sam Bakhtiar is a Persian-born American with over twenty years of experience in fitness training and body building. After completing B.S in Premed and Nutrition, Sam also received a degree of doctorate of Chiropractics. Along with being one of the best fitness trainers, Sam is also a business and marketing expert. After establishing a successful fitness training business with substantial income, Sam is helping other professionals in the industry to achieve their business goals. For more information, please contact using the following information.

Contact Information:
Sam Bakhtiar
Fitness Concepts

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Sam Bakhtiar
Visit website