Exercise Physiologist, Jesse Whitford, appeared on The Business of Fitness Podcast to discuss how she doubled her conversion rate from Medicare Team Care Arrangements to long term private clients. Here are the key actionable takeaways and practical steps Jesse shared.
Set future-focused expectations from the start:
- Clearly communicate from the very first interaction (phone call or booking) that the initial Medicare sessions are just the beginning of a longer journey.
- Use language that positions the limited Medicare sessions as an “introduction,” “stepping stone,” or “starting point” rather than the complete service.
- Example: Explain clearly to clients that their initial sessions are about understanding their needs, setting baselines, and beginning a personalised program rather than providing an entire solution.
Shift motivation from external to internal:
- Recognise clients often come in because they’ve been referred (externally motivated). Your goal is to quickly shift their motivation to personal, internal goals.
- Move conversations away from purely clinical language (e.g., “low muscle mass,” “sarcopenia”) to meaningful, personal goals (e.g., playing with grandchildren, managing daily activities, feeling stronger postpartum).
- Take time during initial sessions to explore personal motivations—this builds intrinsic motivation and creates a meaningful reason to continue beyond the initial referral.
Provide financially accessible alternatives:
- Offer a lower-cost, intermediate service option (e.g., Open Gym memberships at $25/week) as a stepping stone between Medicare-funded sessions and premium one-on-one private sessions.
- This option should offer basic support (e.g., generalised programming, access to online resources, community environment) without cannibalising your premium one-on-one services.
- Establish conditions that keep clients regularly connected, such as requiring periodic check-ins every 6-8 weeks to maintain engagement and encourage progression.
