by Robert Foster
Picking your fitness niche is a crucial step for all fitness individuals when formulating a new business. Without a true niche, a fitness pro could potentially be spending plenty of money and end up wasting a lot of time.
Sure, when starting out you might be broke or “below broke” as I like to call it. Anyone who emails in a request for personal training, calls your phone or walks throughout that front door – you think is a potential client? Potential client means possible revenue. It sure does, but be careful! This is what I call passive marketing. Just by chance they came upon you. Don’t think what you are doing for marketing works – until your ideal client signs up.
As you are deciding on what to pick for your fitness niche, discover who it is that you really love training and go after that market. Design all of your marketing material to appeal to that market. Think of how your colours will speak to them, how the shapes will make them think and react, how your copy sounds when read and how to price your service for this consumer as well.
Speaking of price, another important thing to remember when picking your fitness niche is “is there any money in it”? There is no sense trying to spend countless hours and all your hard earned investment into an area of business that doesn’t pay well. It would be like trying to market 1 on 1 in-home personal training to college students. It just won’t work. Most are eating Raymen Noodles, canned tuna and drinking tap water. They simply can’t afford it.
Picking a fitness niche is not always easy or in-expensive. I suggest business owners have 3 – 6 months of living expenses set aside before opening a business in their niche. (*This way you can target your exact demographic with a specific message without messing up your time with just any client who walks through the door).
If you try to be everything to everyone you will end up being nothing to no one. If you have a generic message it might confuse the prospect and get lost in the mailbox shuffle. I have seen it before on competing business’ flyers; we offer boot-camps, 1 on 1 training, corporate wellness, bridal makeovers, adventure race preparation, nutrition coaching…The list goes on.
Every day conducting business with your particular niche will be easy and enjoyable. You will not mind getting up at 5 am to service your client at 6am. The greatest thing in the world is you get to make money working with people you like and who don’t mind paying.
Step by Step Niche Strategy;
1. Determine who your favourite audience is.
2. Investigate if there is money in your niche.
3. Have months of living expenses set aside for niche marketing.
4. Stick to servicing your niche as much as possible.
5. Be the best in your niche and be known for it.
Robert Foster is the President and owner of Trainers On Site, an in-home Personal Training Service that operates throughout the Greater Toronto Area. Featured on The Shopping Channel, Home Shopping Network, Rogers Cable Television, America One Network and Breakfast Television. Also in the Toronto Star, Brampton Guardian, Vaughan Liberal, CanFitPro Magazine and Fitness Business Canada. To reach Robert email: firstname.lastname@example.org or visit: www.trainersonsite.com
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