About Dina Blair
Dina’s unique approach to building, maintaining, and growing robust life-changing businesses is the
culmination of over 20 years of real-life experience as an Instructor, Personal Trainer, Athletic Director
and Studio Manager. Dina’s career in the wellness and fitness industry began while working as a Weight
Loss Consultant. She earned her Psychology degree from Georgia State University and maintains her
NASM CPT, AFAA GFI along with multiple other fitness certifications. After several years of selling
nutrition packages, training clients and teaching fitness classes, she recognized a special set of
communication skills were needed to successfully sell wellness and fitness.
Dina studied the steps in the sales process, earned her Instructional Design Certification, and expanded
the selling techniques she’d learned to design a system that was completely client focused. As a result,
she has successfully developed and implemented sales training for a variety of clients including privately
owned fitness studios, studio franchises, multi-level marketing consultants, and independent wellness
consultants, and has written a curriculum for wellness and fitness certifications. Her years of experience
as well as continuous analysis and evaluation of trends have shaped the selling system that has helped
lead her teams to win national company awards and recognition.
In addition to her consulting business, Dina continues to teach group fitness classes and oversees the
Athletic department of a high-end health club.
Q1: What’s one advice you give to fitness businesses who are struggling to generate revenue?
There are several areas to evaluate when a fitness business is struggling to generate revenue. Assuming the fitness business has strong leadership and a solid team in place, I’ve found evaluating current programs, practices and projections, including the budget, and pinpointing areas where the numbers are not “adding up”, meaning the expenses are outweighing the profit, is a good starting point. Are the marketing dollars spent bringing in qualified prospects? What percentage of the qualified prospects are being converted to members/clients?
Short answer; not having a realistic budget, a solid marketing/sales process and a consistent retention program are often the reasons a fitness business struggles with generating revenue.
Q2: Retaining clients : what would you say to a business owner who is looking for a quick strategy to implement?
Connection. Create a culture where associates connect with members and members connect with members. This could be where each associate is the “liaison” for a group of members, through programming, or social activities…there are a multitude of ways to do this. It just depends on your demographic and brand.
Q3: Please give a hot tip on managing finances
Know your numbers. I’ve worked with way too many fitness businesses that do not have a budget. It’s imperative to know and manage expenses (controlled and uncontrolled), know the average monthly revenue (where it comes from), average monthly cancellations (why cancelling). Hire, market and program to grow your business.