December can be a tough month in the nutrition business; however, it doesn’t have to be that way if you plan correctly.
Sure, the holidays can distract people from their healthy eating goals, but if you prioritize nutrition planning in December at your facility, you can set yourself up for a successful January. January provides the potential for growth in your ongoing nutrition client base. In fact, December planning is a must if you want to be ready for the new year rush.
If you are not sure where to being with your planning, keep it simple. Here are some strategies to help you prepare your client-base for a successful nutrition-focused year:
- Start by outlining the nutrition program you are launching or updating in January. You may decide to hold a challenge, create new package offerings, rebrand your hybrid packages or simply have a renewed focus on what you already offer. People like a fresh start in the new year, so making them feel like you have something new is enticing.
- Before committing to specific packages, read up on your options. The Trap After the Diet Challenge Ends and Are You Building Clients Upside Down share the most effective approaches to take when a nutrition program is realistic for your target audience. Nutrition should come first for anyone walking into your facility. Anyone with new year’s weight loss goals is unlikely to meet that goal without a prescriptive nutrition program.
- Then, once you have your offerings lined up, incorporate a nutrition goal-setting session into your holiday challenge. During this session, athletes discuss their goals, test biometrics and discuss their progress since their last check in. Take this opportunity to discuss how ongoing nutrition coaching can help them reach their goals and share your nutrition offerings. While they may not sign up in that moment, they will know what is available to them in January.
- Use social media to build hype around your January plans. Share exactly how the prescriptive model works, share what you are launching and highlight past successes. Social media is key in engaging potential nutrition clients, whether they are current athletes at your facility or not. Your interested email list should be receiving content about this at least twice a week.
- Prepare to launch your challenge or programs in the new year and outline a specific conversion strategy. During your challenge, your clients will be engaged, active and excited. After the halfway point, excitement starts to wane. Encourage engagement with a challenge group and share mini-success throughout. If clients see success, they will feel motivated.
The most important part of this launch is at the end. We do not want clients to stop their nutrition coaching at the end of the challenge; we want them to move to ongoing coaching. Practice your conversion strategies with your Coaches and be ready to focus on the awesome changes they made so far and how you can help them keep the momentum going. If clients see that it works, they will want to continue. Use that end-of-challenge meeting as the turning point for nutrition.
Don’t let December be a throw-away month for nutrition. With the right planning, you can keep clients engaged and prepare your client base for the new year.