By Chuck Leve, Executive Vice President of Business Development
In their ground-breaking 2016 study, Marketing Best Practices Research Report, the Association of Fitness Studios (AFS) asked respondents which cycling certification(s) they held. As you can see from the chart below, Schwinn is #1 by a nice margin, Spinning is #2 and then there’s a big drop off to several others.
While this is great news for Schwinn and its certified instructors, it begs the question, “How can I leverage my Schwinn certification – and its #1-in-the-industry positioning - to enhance my career?” As a famous author once said, “Let me count the ways.”
1 – Understand the Opportunity
Schwinn is #1 for a reason. The brand is all about education, training, and providing resources for instructors to not only be the best, but to continually enhance the knowledge. This is no back-of-a-magazine certification, it’s the real deal.
It’s somewhat like going to a college or going to the best university, known to have the best program. The best only take the best and when y ou “graduate” with your Schwinn certification, that “diploma” is a symbolic of achievement and excellence.
2 - Market Your Affiliation
One of the first steps to leveraging your Schwinn certification is letting people know. “Schwinn certified,” with the highly recognizable Schwinn logo means quality. It should be emblazoned on your business cards, website, Facebook page or wherever and however your communicate with your followers.
And don’t be bashful about letting the world know that Schwinn is #1. Being certified by the #1 ranked cycling instructor certification is meaningful on both accounts. The reality is that Schwinn is #1 and you have been chosen, accepted, and accomplished exceptional professional achievement.
3 – Connect the Dots for your Universe
Communicating the affiliation is simply connecting the dots for people, but first, they need to understand the dots. Most clients don’t understand the differences between bike suppliers, let alone the differences between instructor certifications. You can help yourself immensely by connecting those dots.
You need not be “in their face,” but you have hours and hours of classes and scores of clients who view you as the professional expert that you are. This is your opportunity to let them know that Schwinn is #1 and your affiliation represents a two way street – they want the best instructors who want to be affiliated with the best cycling brand.
4 – Everybody Wins
The more you promote your Schwinn affiliation, the better the results will be across the board. Everybody wins.
Regardless if you’re a studio owner, employee, or independent contractor -your studio wins because ownership now has a top-quality instructor who they can promote as a differentiating factor in the local market. “If you want the best, we have it for you.”
You win, because people will want to train with the best instructors with those well earned Schwinn credentials.
And most importantly, your clients win because they’re getting the best instructors, with cutting-edge knowledge in the latest techniques, class design, motivation, and training.
Find out more about special offers for AFS members from Schwinn!
Chuck Leve is a 40-year veteran of the fitness industry and proven successful developer of fitness industry associations. Currently he serves as the Executive Vice President of Business Development for the Association of Fitness Studios (AFS). He's been involved in the creation and development of some of the most successful trade associations in the history of the fitness industry.
AFS Research Sponsored by Core Health & Fitness
Core Health & Fitness is the world’s fifth largest marketer and distributor of commercial fitness products to health clubs, community recreational centers, hotels, government, educational facilities and more. Core Health & Fitness markets its products under the Star Trac®, Stairmaster®, Schwinn®, and Nautilus® brands. Headquartered in Vancouver, WA, Core employs over 400 people worldwide and serves a global customer base. Core maintains sales, and engineering service offices throughout the U.S. (Vancouver, WA, Irvine, CA, Independence, VA, as well as in the United Kingdom (High Wycombe), Germany (Munich), Spain (Barcelona), and Brazil (Sao Paulo). Core operates its primary warehouse locations in the U.S., the Netherlands, and China. Visit us at CoreHealthAndFitness.com.
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