When we got started in 2013, we were working hard to convince our target audience that online training existed. Today, it’s not just accepted—multiple billion-dollar companies are competing in the virtual workout space.
COVID-19 forced regular gymgoers to consider virtual options and opened up the fitness space to those who simply didn’t feel comfortable going to a gym or a workout class.
Can you beat virtual fitness giants?
Yes, you can—but you can’t beat them at their own game. Superficial tactics like mass marketing, generic paid advertising, and memberships with streaming workouts are dominated by companies like Beachbody and Peloton. These companies have million-dollar budgets to figure out what works with their target audience.
The secret to competing with virtual fitness giants? Play your own game—not theirs.
It’s key to appeal to a smaller group of people, not the masses. You don’t want to target the same massive group of people as large companies. Dig into your 1% Uniqueness Factor and start there.
If you had a specific health problem, you wouldn’t go to a general physician—you’d go to a specialist. People want the same thing in a trainer. When you nail down your niche, you’re one step closer to finding your future clients.
Remember: People aren’t cheap
It’s easy to say that no one is buying because people are cheap, but you know this isn’t actually true. People constantly buy expensive items.
Jon said it perfectly: “It’s not that they’re not willing to spend money. It’s that you haven’t given them a reason to spend money on you.” When you put the real you out there, people in your niche market begin to see you as a real person who can help them.
Stopping the comparison game
Ever get stuck in the trap of comparing yourself to fitness giants, wondering how you’ll ever compete? We’ve all been there, and finding your niche solves the problem. When you find the microcosm of the fitness world that only you can serve, competition disappears. Once you have your niche, you’ll know exactly where to find your customers, and you’ll be able to focus your efforts on true connection.
Once you find your niche market, you get to lower your workload while increasing the results of your efforts.
Don’t forget—our work is personal
For many, many of our clients, fitness comes with baggage. Our clients need to work with someone they can trust—someone they can relate to as a human being. On your social media, lean into who you are. Relax. Showcase your personality. Be your true self (we know this can take some practice, but it gets easier with time—we promise). Be authentic and approachable.
Again, Jon hit the nail on the head: “You’re looking at all this stuff going out there and saying ‘How is there a place for little old me?’ and what I urge you to do is appreciate the fact that you’re little old you is a massive competitive advantage—if you lean into it. But only if you lean into it.”
Stop trying to compete with the big guys—instead, play your own game. It’s scary. You’ll feel like you’re on your own. You’ll feel like you’re cutting yourself off from opportunities, but you’re actually building opportunities for growth. Be real, be you, and get ready to grow.