Webster’s Dictionary describes ‘ATTRACT’ using words that are strong, speaks in volumes and often times misunderstood. Words such as: Draw, Admiration, Attention and Allure.

• Draw – To move towards
• Admiration – To regard with wonder and delight
• Attention – An act of courtesy or devotion
• Allure – To tempt with something desirable

As you begin to read this article, your first thought might be, “Is this Grammar 101? Well, I must admit it’s a bit like going back to school, but as you read on you will appreciate what I mean. The second thought might be, “How is all of this relevant?” Well, let’s see….

Scenario: I am a professional in the aquatic industry. I want to increase my membership with the “younger population”. I have been toying around with a few concepts on how exactly I am going to accomplish this and I think I have got it - More publicity of the facility (after applying a new coat of paint, of course); Younger instructors; Radio advertisements; More up-to-date music; More, more, more!

Okay! I hear you, but where is the Courtesy, Devotion, Temptations, Wonder and Delight? All of which, according to Webster (and I have come to believe) profound explanation, are needed to ATTRACT new clientele.

Hey hold on! It seems to me that above all else these words describe character traits, don’t they?  Starting to get the picture yet?  All that we do in the name of generating new business must come from within. We have got to evaluate ourselves first and determine whether or not we are at least able to conform to what we are selling - in belief and/or in action.

In a few weeks the fresh paint will start to fade, the younger instructor will leave for college or a better offer at another facility, your music will fizzle out and besides, it is really expensive to stay on the radio, isn’t it?  The reality is that we need to inherently accept the virtues of attraction; only then will they manifest themselves and attract any population we are seeking

“Phew, that was heavy!” is probably what you’re saying about now.  You are correct, if only because it all starts with YOU!

The Bible says that faith without works is dead; I believe that.  Dealing with the attraction phenomenon seems to be a thing of faith; after acceptance, then the external work begins.  We must lay the groundwork!

This is what I recommend to you for the specific goal of attracting the younger market to aquatic fitness programming:

• Determine what a younger market means for you! You may be teaching seniors and younger may mean “mature adults”. Define what ‘younger’ means to you specifically. 

• Determine what that population’s needs are and find creative ways to cater to those needs. Depending on the age level of the population, have a clear understanding of what’s hot and what’s not in “their world” then bring it to the pool. IN other words, do your research. 

• Be passionate about what you are about to undertake. “PASSION PERSUADES”

• Get it in the press. Did you know that public relations is one of the most efficient ways to increase your leads and sales? It’s true. Getting your story in the press helps you create awareness, enhance your credibility and fuel demand -all for a fraction of what it costs for print, radio or TV advertising.

• And finally, but by no means least, my #1 recommendation for attracting new clients (no matter of age) is developing a profile on FACEBOOK, the website that allows you to meet any population you want to connect with.  If you are reading this article, you are tech savvy enough to set it up. Here’s how:

1.    Go to www.facebook.com to set up your profile (really easy to do).

2.    Join or establish a group (the population you want to attract).

3.    Be specific as to what you are about and whom you are interested in attracting.

4.    Presto!  You are now connected to the largest and most addictive people machine on the Internet.

If it is true about attraction being a personality trait, other methods wont get your message across in the same way as by communicating with your potential clients in person, or as personal as the internet allows. Internet you say? Won’t you meet all kind of crazy people there? Maybe, but ask your self this question, “With any of the other method, how do you know who you are going to ATTRACT?”

Ian Levia is one of the most dynamic fitness professionals in the world and travels to all corners of the globe spreading his infectious brand of fitness transcending all language and culture barriers. He is the CEO of the Trinidad and Tobago Fitness Academy and is a fitness star on the very popular “Fit For Life” Television Program.  Ian’s Certifications include AEA, AFAA, Cooper Clinic, ISCA, and IDTP.