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Financial professionals know everyone the meet has potential. If they don’t fit their ideal client profile, they have referral potential. They are potential advocates. This includes segments of your life you regard as separate from business. The time you spend at the gym is a good example.
The advantage of regular gym attendance is obvious. It keeps you in shape. You also see a group of people on a regular basis who are not part of your immediate social circle. Many people go to the gym several times a week, always at the same time. You see faces come and go. You also see people who are always there at the same time. How much do you know about them? What do they know about you?
Let us consider two types of networking. The passive approach is to send a message without speaking. You have plenty of logoed tee shirts and ball caps at home. Wear one to the gym from time to time. This should feature the firm logo. It should not be a shirt you hot at a conference reading “Tops in sales” or “No means yes.” You want people to see the logo.
If you do cardio (exercise bike, stairmaster, possible the elliptical) you can be doing something else at the same time. You might be reading the WSJ or Forbes. You might be circling items in articles. You have not said a word, but you are acting as a billboard. People take notice.
Now we move to proactive networking. You are getting to know people on a social basis. Business might (or might not) come later. You are not bringing up business. They are a captive audience. People will get uncomfortable. Word gets around.
The advantage you have at the gym is you see the same people almost every day. You can engage for a minute from time to time and gradually assemble information.
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Read tee shirts worn by others. Does it advertise a charity race? Does it have logos of sponsoring companies? They likely work for one. FYI: I recently saw the sponsorship package for a Fun Run for charity where business sponsorships were $250. That looked like a good way for a firm to get name recognition in the community. Is it a concert tee shirt? They probably attended. These are easy conversation starters.
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The class format. I went to spin class for years. Those of us in the class still keep in touch via group e-mails. Talking before or after class is a natural thing to do. People who take the same class often bond.
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During circuit training. You might spend your time moving from machine to machine or using free weights. There is a rest period between sets. It might only be a minute or two, but that is “fair game” for talking, in my opinion. Everyone has weekend plans. Ask about them.
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Attend gym social events. Like religious services, people who attend in the morning have no idea who attends after work. Some gyms have social events. All members are welcome. Show up and see who you know. You will recognize other people you know (or want to know) in the community.
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Be alert outside the gym. As you go through your regular routine and attend social events, you will see people you recognize. You can’t place them! You know them from the gym. They are wearing street clothes! Walk over and start a conversation. When I introduce them to others, I explain they are my gym buddies.
There are a few practices to avoid. Try not to come across as hitting on people. It makes them uncomfortable. Wear conservative gym wear. In my opinion, starting conversations on the gym floor is fine. Starting them in the shower or locker room is not.
You can learn a lot about people if you gather new information a little at a time.
Related: 12 Unexpected Benefits of Having a Financial Advisor