How Relationships and Results Fuel The Fitness Business


The fitness business is all about relationships and results. Standout instructors and brands exemplify this daily and it’s why they’ve enjoyed tremendous success.

Now we’re breaking this business fundamental down for you.

Relationships with Colleagues

The ability to work with others well is clearly a skill set that transcends fitness. The fitness business is unusual in that we spend a lot of time in close proximity to our colleagues. In an office setting, co-workers have a designated place to work in. Their desk is their personal turf. In the gym or studio, we are all constantly moving and shaking. We don’t “own” a territory, in fact, we are constantly sharing every area we work in. This creates an opportunity for us to improve our interpersonal communication skills.

Due to the early mornings and late evenings we spend together, we often create strong bonds that extend far beyond four walls. Whereas it’s common to go to the cafeteria or out to lunch with a co-worker in an office setting, in the gym, we come together during team workouts. There’s a certain vulnerability that is shared during this sacred time. You can either bench 200lbs like your colleague or you can’t. When we are vulnerable with each other, we strengthen relationships and increase trust. We motivate and push each other to dig deep to reach new personal records and cheer each other on when that goal is achieved.

Some of the best parts of being a part of a team include bouncing ideas off others, collaborating to come up with the best solutions for problems, learning from others, gaining perspective. Teamwork makes the dream work.

Relationships with Clients

Frequency enforces connection. In the gym and studio, we are consistently seeing the same group of members. This is unusual in a business setting as you typically see people you do business with on occasion. For example, you might see your accountant 1-4 times a year, your hairstylist monthly, or your doctor annually. Fitness enthusiasts see their trainer and or group fitness instructor 3-5 times a week and the real fitness freaks see us even more. This gives us the chance to know our clients on a deeper level and create a strong connection and sense of community. It also creates raving fans, which are more likely to provide you with referrals. Referrals are pre-qualified leads that are ½ way closed before you even speak with them. It’s the easiest lead to convert into a client.

Everyone wants to be acknowledged and made to feel special. When we learn to do this well, we never have a problem generating revenue.

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Relationships within the Community

In the fitness business, there is so much competition, however, there is also much room to collaborate with one another in ways that benefit all. A rising tide lifts all boats and that is true of the fitness and wellness industry. When we connect with like-minded businesses and create partnerships, we are stronger. A great example of this is the recently developed California Fitness Alliance, which was formed to be a unified voice for the fitness industry to aid and support the reopening of fitness facilities as we navigate the unchartered waters of COVID-19.


There’s no greater way to cement loyalty between a brand and client than results. Results are measurable, but not always in the way you think. It might or might not be a certain amount of pounds lost or an improved sense of energy. It may be an overall improved outlook on life thanks to the flow of endorphins post-workout or it could even look like improved performance at work. We all know that there are numerous benefits to working out. Once a client feels the results followed by seeing it, you’ve taken your relationship to the next level.

Establishing and maintaining relationships is the gateway to great results and longevity in this business.  They go hand in hand.

Invest in your relationships like you invest in your stocks! Relationships pay the best dividends.

Vanessa Severiano is a fitness professional with 18+ years of experience in creating, managing and developing many brands in the areas of sales, marketing and operations. She's worked with mega brands and startups and is recognized as a strong leader with a proven track record of growth and results. Vanessa currently consults for fitness & wellness brands and has most recently developed an 8 week 1 on 1 coaching program to help fitness professionals monetize their personal brands. @vseveriano

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