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Your job is to encourage clients to live healthier lives through fitness and nutrition. And, that should extend beyond the gym. Fitness is a lifestyle—it's full time. Not just a one-hour session, three times a week. While you can't be with your clients 24 hours a day, seven days a week, you can give them the tools they need to stay active and healthy when you aren't around.
Bike week is one of those tools you can give your clients. Since they are coming to you, it means they already have an interest in physical fitness. So, it shouldn't be a huge challenge to encourage them to try something new. Although, don't be surprised if you're met with some resistance.