How getting personal paid off for this trainer

Finding the motivation to get active is one of the biggest hurdles for people when it comes to fitness, which might explain why Nick McAuliffe of NickFit Personal Training has been so successful. He started his personal trainer business in Cheyenne, Wyoming and is currently completing a PhD in psychology. He’s clearly got motivation to spare and puts it to good use for his clients.

Finding a career that fits

Nick has been focused on personal training for three years but he also has almost a decade of
total experience. He started his own business as a way to combine his motivational skills and
passion for fitness with the freedom to pursue his PhD.

He works Tuesday through Thursday, handles 30 appointments per week, and acts as the
executive trainer for the local Fitness One location. It affords him the support and facilities to
run his business, and it also illustrates something that small business owners often overlook:
that there’s more than one way to run a business. Figure out what you want and build your
business to match that ideal.

Getting personal
“Personal training has lost the ‘personal’ over the last 10 years,” says Nick. “I like to work on the
person as much as their fitness.”

Nick sees the value in taking a psychological approach to fitness, and his clients are definitely
responding to it. His retention rate is over 90%, which has gone a long way towards alleviating
one of his early challenges.

Personal training – and fitness/wellness in general – is a crowded space and Nick realized early
the finding a way to differentiate himself and keep things fresh would be important for the long
term viability of his business. His solution was to become a trusted partner for his clients, which
was something the big fitness chains couldn’t offer.

Providing value

It’s a market that’s saturated with competitors, and Nick also realized that it can be difficult for
customers to sort the good advice from the bad.
“Another challenge is helping people filter through all of the information that’s out there,” says

Whether it’s sending out interesting blog entries, deciphering fitness jargon, or just helping his
clients sort through the flood of conflicting information, Nick’s personal connection to his clients
has earned him a loyal client base. It’s a lesson that any business trying to separate itself from
the crowd can learn.

Nick is the first BookedIN user we’ve highlighted on Talking Shop but he’s also an example of
how technology—no matter what it is—can benefit a small business. You can visit his website
and find him on Facebook.
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