Kate Golden, director of people and fitness operations at Newtown Athletic Club in Newtown, PA, stresses the importance of an onboarding program for trainers and employees that’s people-centric.
“Day one is all about human connections,” Golden says. “Don’t put them in front of a computer; technology is great, but ‘high touch’ is more important than ‘high tech’ at our club.”
It’s about building relationships. Newtown wants their trainers to use their chosen digital platforms to bond with members. Golden believes that their club’s employees are the best messengers for their brand.
“We encourage our trainers to be social ambassadors, not only in person, but also via social media, because content shared by employees produces eight times more engagement, and is shared 25 times more frequently, than content circulated by brand channels. We have a social media policy for all of our people.”
If you hire correctly and execute a thorough onboarding campaign that’s consistent with your culture and brand, then you simply get out of the way and let the trainer do his or her thing.
“In the final analysis, if you let your trainers know that you’re invested in their success—they’ll invest in yours,” Golden says.
Many personal trainers today are well-versed in building their own brand and following. If you can tap into that entrepreneurial spirit, then it can work in your favor in a big way.
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