The Fitness Zone
If you think about the top Personal Trainers around you'll notice that many of them focus on a niche area of training. Personal Trainers that target a particular market can become the go-to person for that area, instead of competing with the many trainers who offer a wide range of services. If you can discover your niche area and really target your marketing towards it, then you could find yourself with a loyal following of clients who you love to train.
How Can You Find your Niche?
- See what your clients have in common. Maybe you already have the beginning of a niche client base but haven't realised it yet. Take a good look at your clients and see what aspects they share. Start with things like their age, gender and occupation, then consider their fitness goals, abilities, favourite sports and personality types. Certain types of clients could already be gravitating towards you.
- Do more of what you like. If you have a varied client base, which clients do you love to train the most? Do you love helping very fit athletes reach their peak, or nurturing older clients who may be suffering from chronic health conditions? There's probably a type of client and training method that you enjoy the most.
- Find what you're passionate about. Take a look at your personal life and exercise habits to see what you love. Like pounding the pavement every morning? Maybe advertise for marathon runners. Get excited about weight lifting? Aim your marketing towards the bodybuilding crowd. Take a good look at what sports you love most and what sort of exercise equipment you keep coming back to.
- Consider your skills and qualifications. Perhaps you've trained in martial arts for years or you've had a lot of injuries in your time. You may not know it but this can give you a lot of experience in certain areas over other trainers, allowing you to better understand and empathise with your clients. Did you work in a different job before personal training? Perhaps you were in the corporate sector and understand the difficulties of living healthy at a desk job? Or you used to work with children so can work well with younger clients or parents. All of your past experiences could have contributed to some extra skills that set you apart. Finally, you can always gain additional qualifications so that you are able to instruct clients with certain needs. For example, the Exercise Therapist course qualifies you to help clients with medical conditions, while the Aqua Instructor course gives you the skills to utilise water for therapy and de-conditioned clients.
How Can You Target Your Niche?
Once you know what market you're interested in, you can tailor your services and marketing towards it. Consider the following:
- Highlight that area of specialty in your promotional material with words and images e.g. Have a picture of your clients doing an outdoor session with kettlebells if that's what you're focusing on.
- Promote in areas where your target market hang out e.g. Drop flyers off at a sports field if you're after athletes, or at local lunch joints that the corporate crowd frequent.
- Get as much information about your market as possible and what will help them. Start by reading books and subscribing to magazines, then attend seminars or conferences, and do short courses.
- Find out what your niche market really wants and tailor your programs to them. For example, if you're targeting the corporate crowd you could offer short group sessions that fit into lunch breaks and concentrate on the health problems that desk jobs can create.
Successfully targeting your niche is all about giving people the personalised attention and in-depth understanding of their situation that they want. If you figure out what your niche market really wants then you'll start to develop a name for yourself. That way, when someone says, I'd love a trainer who could help me with X your name will crop up!