Negotiating: The Forgotten Art of the Health and Exercise World
In the world of fitness and health, we know how to talk about calories, macronutrients, repetition rate and even the importance of a good night's sleep. But there is one skill that is often forgotten, underestimated and even frowned upon: negotiation.
Yes, negotiation. We’re not talking about selling a car or closing a million-dollar deal, but rather the ability to align expectations, educate clients and ensure that our services are valued as they should be. Because, whether we like it or not, being a health and exercise professional is, to a large extent, about knowing how to negotiate.
We always negotiate. We just don't always realize it.
When a customer says:
- “I can’t train more than twice a week.”
- “Can I change this exercise for one that doesn’t tire me so much?”
- “Do I really need to eat more protein?”
This is not just a conversation, it is a negotiation. There are interests, resistances, beliefs and an ultimate goal: that the person can improve their health without feeling like they are being pushed into something they don't want to do.
What if we lack the ability to negotiate? We’ll probably lose the customer’s support, we’ll stop being persuasive, and in the end, they’ll go somewhere else – maybe after the next TikTok fad or the nutritionist who “doesn’t force you to cut anything out.”
Negotiation starts with us.
How many times have you agreed to lower the price of your service because the client frowned? Or have you adapted a plan to the point where it no longer meets its objective just so as not to "scare" the person?
Negotiating doesn’t mean always giving in. It means finding a balance between what the client wants and what they need. And to do that, we have to know how to sell our ideas. After all, we can have the perfect training plan or the ideal nutritional strategy, but if the person isn’t convinced, it’s all for nothing.
Tips for successful fitness and health trading:
✅ Educate before prescribing. If the client understands the reason for your recommendation, they will be more receptive to following it.
✅ Listen actively. Many objections are not pure resistance, they are fear or misinformation.
✅ Create alternatives, but with strategy. A viable commitment is better than a perfect plan that will never be fulfilled.
✅ Value your service. If you don't value what you do, no one will.
In the end, negotiating is more than just closing a deal. It is an art that is essential to the success of not only the professional, but also the client. Because if it is done well, both parties benefit.
Rita Gomes
Personal Trainer BMS