Nutrition for Athletic Performance

athletic performance

There is a misconception that clients only look for nutrition services when they are trying to lose weight. While that may be the majority of potential clients, there is also a need for nutrition support for members that are trying to increase athletic performance. 

With the Open upon us, this is the perfect time to review goals with your members and explain how nutrition can get them to those goals, whether it is to RX the Open, PR a lift or beat their time on a benchmark workout.

Ask yourself this: If clients look at the promotional materials for your nutrition program, can they tell it is for more than losing weight? Leverage this opportunity to show members how nutrition is the determiner of athletic performance. 

1. Improvements

When sharing success stories, add 1-2 athletic improvements. In addition to body fat lost and/or muscle mass gained, add 1-2 athletic improvements in your success stories. For example, if a nutrition client PR’d a lift or mastered a new movement, add it to the success story. 

2. What are They Eating?

Ask athletes what they are eating before and after workouts. Regularly discuss pre- and post-workout meals during classes. This can become a weekly question of the day. You can also have members compare what they ate on days they performed better to days where they felt sluggish. 

3. Sponsorships

Have healthy local restaurants sponsor one of your Open events. If you are having evening events during the Open, invite a healthy meal delivery service to sponsor one of the nights. Instead of encouraging members to eat pizza or burgers after a workout, show them eating the right things is just as important after a tough workout. 

4. Shift the Focus

Shift the focus of social media posts. When creating posts for social media, focus on fueling for athletic performance. Discuss proper hydration, balancing meals, eating enough protein and adequate sleep. 

5. Share It

Share athletic improvements made by nutrition clients. If a nutrition client beats their time on a workout or masters a new movement, promote it on social media/in classes and mention how nutrition played a role. During this competitive time, it will pique the interest of even your long-term members. 

Nutrition is about providing customized solutions based on what a client’s goals are. If you are consistently promoting weight loss, you may be alienating an entire group of potential clients who do not realize how nutrition can improve their performance. 

Capitalize on the competitiveness of your members right before the Open and help them reach their athletic goals at the same time. Show them how your nutrition services will help them achieve their best selves. 

Nicole Aucoin
Nicole Aucoin is a registered dietitian who has worked in the nutrition and fitness industry for over 15 years. She found CrossFit in 2009 and was instantly drawn to the community. In 2012, Nicole founded Healthy Steps Nutrition, a nutrition-consulting business, and a few years later she expanded to open CrossFit HSN. Through HSN, Nicole started HSN Mentoring where she has helped hundreds of gym owners and dietitians start and grow their own nutrition programs. Nicole wrote a book, "Nourish: Grow Your Nutrition Business from the Ground Up," which is available on Amazon. Visit growyournutritionbusiness.com for free help and support including recent podcast and webinar recordings on how to make nutrition a core offering in your business.