Ask people what the next big business trend is and you’ll probably hear lots of answers. One of the answers you probably won’t hear, though, is that exercising with your clients is the next big thing. It’s not really surprising: you want to impress your clients and make them trust your business, not to get sweaty in front of them as you lift kettlebells or try to get yoga poses right.

But here’s the thing: enjoying a fitness session with your clients is actually a great business move! It sounds like a mad idea but, if you look closer, you’ll see that it can give you several benefits. These include:

1. Forging a stronger bond

Successful entrepreneurs know that they can build better relationships with their clients if they sometimes take formality out of the equation and enjoy casual activities with them, like playing golf or having a latte at a coffee shop. This comes from the fact that, by reaching out to clients as a person and not as a business owner, they can give their company a human face and show that they care deeply about their target audience.

You can apply this principle to working out. By doing aerobic exercises or yoga poses together, you and your clients can build a strong bond that can’t be achieved through business meetings. You’ll also show that you care about their wellbeing and maybe inspire them to make lifestyle changes that will improve their overall health.

2. Standing out from the crowd

Take a look at your competitors and find out which one of them does fitness sessions with their clients. More likely than not, you’ll find out that none of them has used this idea. You can use this fact to your advantage: since you’re the only company in your area/niche that offers this perk, you’ll stand out from the competition and grab the attention of your target audience.

It may not spark conversations about your products or services at first. But, since you’ll get people talking about you, you’ll build brand recognition and slowly become more visible among prospective customers. As they become aware about your “exercising with clients” strategy, they’ll feel compelled to look up your company and find out exactly what it is that you have to offer.

3. Making a great impression

Any type of exercise induces the body to release endorphins, which are hormones that give the exerciser a positive feeling. So, when you work out with your clients, they won’t only feel euphoric but they’ll also associate this positive feeling with you and your company. This can help you convince them to buy your products or services and become your loyal customers. They can even become your brand ambassadors, especially when they become so impressed by your “client fitness session” strategy that they’ll talk about you to everyone they know and refer more customers to you.

The idea of exercising with clients may not be featured in business magazines or become viral in social media. But, by giving this strategy a try, you can experience the many benefits that it can give to your company.