Today we’d like to introduce you to Debora Morris.
Debora, please share your story with us. How did you get to where you are today?
After 23 years in corporate human resource management, I decided to leave the corporate world. I wanted to take some time off to pursue a new direction for my working life. I did not know where I was headed but decided to get myself in better physical shape in the meantime. I started to exercise at the local park district facility. After about 2 months, I was asked to teach a few exercise classes. When the program director resigned, I was offered the position of coordinating the adult fitness programs at the facility. I was still deciding what career path I wanted to take, but accepted the position as a temporary post. I realized that I enjoyed the fitness field and decided to research how to make a living in this field.
I became certified as a fitness instructor and personal trainer. I returned to graduate school for an MS in Exercise Physiology. I started training clients in their homes in 1991. As my business grew, I added more trainers. In 1993, I opened my first personal training studio in Wilmette. This was in a residential area, and we moved to a larger commercial space in 1996. By 2000, we had 12 trainers, a yoga instructor and a massage therapist.
We moved again in 2010 to a larger 4000 sq. ft. space. We currently have 15 trainers, a yoga instructor, and two massage therapists. We also have a physical therapy practice on our site.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It has been a relatively smooth road. In the beginning, I had to get over the feeling that personal training was not a “real job”. It was such a contrast from the corporate positions I had held earlier, that fitness training seemed to be too much fun to be a real career.
As I started hiring trainers, I realized that there was a huge gap in the knowledge base of the trainers I interviewed. Even certification did not guarantee that the trainer knew enough about how to train clients properly. I decided to start a “trainer training” process, whereby prospective trainers would learn the techniques and protocols that I believed were necessary to provide quality training to my clients. The training process was totally customized to the level of expertise the trainer might have. The most experienced trainers could complete the process in about 3 weeks; it took others about 6 months.
I also learned that a comprehensive fitness assessment was necessary for each prospective client. We currently conduct a 2-hour assessment before the client begins their training. In this way, we can develop a customized program that fits each client’s needs and goals. Muscle imbalances and misalignments that may need corrective exercise are identified before the first training session.
Please tell us about Personal Fitness Training, Ltd.
We have been in business for 27 years. During this time, many other personal training organizations have come and gone in our geographic area. I think the reason we have sustained a successful business is the high degree of professionalism and expertise demonstrated by our mature, experienced personal trainers.
Each client receives truly customized training, suited to their individual needs. Our trainers know how to modify exercise protocols to increase or decrease the level of challenge, depending on the client’s ability. We will never push a client beyond his/her ability to perform, however, we will challenge the client to perform up to their limits for the best results.
Our trainers are true professionals. Several have been with the company for 20+years. They love the fitness business and enjoy working with a variety of clients. They maintain their certifications by attending workshops and seminars to keep current with the latest research and trends in the fitness industry.
If you had to go back in time and start over, would you have done anything differently?
I would have consulted a marketing professional. I spent too much money on wasted advertising (e.g. radio) and “trial and error” marketing attempts.
Pricing:
- The 2-hour Fitness Assessment is $80
- Studio Training Sessions are $90/hour
- In-home Training Sessions are $100-110/hour (depending on location)
Contact Info:
- Address: 350 Linden Avenue
Wilmette, IL 60091 - Website: www.PFTL.net
- Phone: 847-251-6834
- Email: debora@pftl.net
- Facebook: https://www.facebook.com/PFTL91/
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