Fiona Cosgrove - The coach approach - putting the customer in the driving seat
The business of Wellness Coaching The next step forward Seminar sponsored by:
How can wellness coaching fit into our industry as a saleable product?
Where does the difference lie?Why would people choose wellnesscoaching when they have joined a Club?Why not just get a personal trainer?
International survey of trends for 2010 by ACSM1. Educated and experienced fitness 11.Yoga ( from 14) professionals 12. Worksite health promotion (from2. . Special fitness programs for 20) older adults (from 6) 13. Outcome measurements3. Strength training 14. Group personal training4. Children and obesity 15. Spinning (indoor cycling5. Personal training 16. Sport-specific training6. Core training 17. Worker Incentive programs7. Exercise and weight loss 18. Clinical integration/medical fitness (from12) 19. Reaching new markets8. Boot camp (from 16) 20. Wellness coaching9. Functional fitness10. Dr referrals
The origins of coachingPhilosophyPsychologyConsultingEducationManagementMentoringSportsPsychologists and gurus
Many definitions exist “Coaching is unlocking a person’s potential to maximise their own performance. It is helping them learn rather than teaching them”Sir John Whitmore
What’s the big deal about coaching?“We have reached a crucial point, the beginning of the shift away from hierarchy into self-responsibility. It may take 50-100 years for a full transition, but we are emerging into a world where people are taking far more responsibility for their lives. Coaching helps build responsibility into the other person by enhancing their capability to make choices and decisions of their own. “Sir John Whitmore
Why do we need to change our approach?• State of health of the nation• Expert approach is not working• People are sick of being told what to do• Being told tells us we are not in control• There are so many experts people have become confused
What does improved health and fitness require?• Behaviour change• Behaviour change starts in the mind
“Just do it” works to sell running shoesBehaviour change requires the following – A sense of discontent – A vision of the way things could be – Information and know-how – An individual, tailored plan
What is wellness?• Optimal mental (emotional?) and physical health• Can we separate what goes on in our bodies from what goes on in our heads?
What does a coach do that is different?The wellness coaching model• Create a vision• Identify obstacles• Develop strategies• Be aware of what a person is ready to change (look for resistance)
Have you ever heard? “My client says he will do what I tell him but every week he comes back and hasn’t done it!”
A coach asks “killer” questions• What do you want?• Why do you want it?• What’s stopping you right now?
•Hi there, my name is Daniel and you were referred to me by mypersonal trainer – Jane•Recently I have begun looking to expand the type of resources I’mutilising in order to help me lose my weight and to keep it off. For thelast 12 months Jane has been inspiring me to get active and we haveachieved some good results (my fitness has improved dramatically) but Ifeel that I’m missing some internal drivers to achieve everything that Idesire. As a result, I’m looking for other resources to compliment Jane’straining in order to produce some more rounded (or less rounded!)outcomes - Thus addressing my issues from two perspectives (mindversus physical activity).•Some basic facts about myself are: 43 Years Old·188kg·•Been overweight for 28 years·•Expecting first child in December this year·•Desire to reach goal of 110kg over next 2 years·•Want to be an active father and grow old with my family Could you letme know if you feel that you would be able to help me achieve my goals–I realise that my goals will take time to achieve.
Training your team• Sales• Reception• Trainers• A culture shift?
Can coaching be a separateservice or just a method of delivery? • Either or both • If you coach as a trainer instead of instructing you will help your clients get better results • If you coach separately from training you can help the client step back and work out what they need to do to get where they want to go. You give them control.
BRINGING COACHING INTO THE CLUBS Information to members CLUB Sales and reception training CULTURE Group sessions Pre-exercise Separate service/individualWELLNESSCOACHING Trainer phone sessions Skills within session PT FITNESS Goal-setting (vision)COACHING Accountability
Tour and qualifySell membership/training package Fitness test Set goals Prescribe exercise
Sales process IEX Coaching explained Decision point 1– To buy? N CA RM EI Assessment – determine needs AN SE and wants E Determine confidence and importance = readiness to ABA change WR 1 2 3 4 5 6 7 8 9 10 A RR EIE Vision – what behaviours they are ready to work on 7 N ER Decision point 2 – Where to start? SS S Group session Teach coaching model With coach or Planning & goalsetting independently 3 monthly and weekly goals With trainer Action – coaching Action – client commits Action – coaching pre-exercise and takes responsibility with exercise Wellness Coaching Australia
Getting information to your clients New clients’ seminar
New clients’ seminar• Opportunity to highlight the programs offered and services available• What do they want to change?• What have they done in the past?• Why did it go wrong?• What could get in the way now?• How ready are they to change?• How can they develop a plan for success?• What do they need?• Where can they start?
Mt Lasting Change• 15 Change Footholds for Higher Well- being Wellcoaches USA 2007
Benefits of incorporating wellness coaching into your business • Gives your trainers a new area of growth • Can create a new income stream • Gives your clients a chance to succeed • Opens up a new conversation • Ensures you won’t be left behind
What’s going on out there?– Health coaching will grow faster • Get Healthy (NSW Gov) • Diabetes • Disease management model • Health Care reform in the US • Follow up from summit– Wellness coaching – corporates asking for WC– Trainers are using WC– Educational providers are starting to become aware of WC– A matter of time before the big Clubs will offer WC (in a formalised manner)