The place to START as a fitness professional … or to re-visit, if you’ve never really got this right in the first place … is to attack a profitable target market where you can establish yourself as the go-to fitness professional.
When I first started in the fitness business, I thought anyone and everyone could be my training client. Why not? I had a couple of years of experience in the NFL, was on my way to earning my Master’s Degree in exercise science, and was a newly certified personal trainer!
This worked okay at the beginning, but as I branched out on my own, away from a health club, and particularly when I opened my studio, this did not work.
A great example is this:
— High school kids training to get better at their sport
— Middle-aged women who want to lose fat
— Baby boomers who want to get stronger, more mobile and keep up with their grandkids
All have VERY different needs when it comes to their fitness program. The same messages are going to speak to them in a very different way. They use very different
language to describe their fitness goals. And they hang out in totally different places.
SO … if you pick your market wisely … you can FOCUS, and DOMINATE in your area.
Can you see how this just makes SO much sense?
Here are 8 KEY questions to ask yourself when trying to figure out what market you are going to specialize in:
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1 – Can you easily reach the people in the market?
Want to specialize in women’s fat loss? You can probably figure out where women who want to lose fat “hang out” in your area … which makes it relatively easy for
you to find them.
Want to focus on guys that are training for the NFL? It’s possible, but hard to build a biz around … these folks are a little harder to reach.
2 – Can you address their most compelling problems?
Do you KNOW your market in and out? You MUST if you want to effectively reach them and help them … what are their most compelling problems?
3 – Can the people in the market pay?
Great example – our training studio is near one of the nicest areas of our town. We focus on getting people in that area as our clients, because we know they can
College students are a classic example of a BAD target market for personal training … of course there are exceptions to the rule, but generally, they don’t have the
4 – WILL the people in the market pay?
Even if folks in your target market HAVE the money … is fitness / health / etc enough of a priority for them to PAY for it?
5 – Is the market the right size?
Niche is good. But you CAN go too small …
Look at the example above of athletes prepping to get into the NFL. VERY small market, couple of big name trainers / facilities already dominate that market, etc.
6 – Is the market saturated?
Maybe you live in Southern California and you want to train women who want to lose fat … but there are 10 other gyms within a mile of where you want to open up that
focus on the same thing.
Competition is good because that means people in your area are interested … but think it through.
7 – Can you set yourself apart and dominate?
You need to deliver outstanding service and set yourself apart and be able to DOMINATE your niche!
8 – Do you want to work with people in this market?
This is KEY … baby boomers are an AWESOME market to work with in fitness … but do you WANT to serve and help these people? REALLY think about this before you
decide where you’re going to focus!!
Alright, awesome stuff. To sum up, the place to START as a fitness professional … or to re-visit, if you’ve never really got this right in the first place … is to
attack a profitable target market where you can establish yourself as the go-to fitness professional.
Ask the 8 key questions covered in this article when deciding what market to enter … get these right, and you will be on the fast track to success!!
– Forest Vance
PS – Have you downloaded your FREE resources to build your fitness business empire yet? Get them now by entering your best email address at the upper right of the