This article is written and composed by Coach Michael Torres[hr_shadow]
Identifying the Personal Fitness Target Market
I feel that a lot of the “Personal Fitness Business Courses” lack one key component, yes you should have a personal trainer marketing plan; even if you are in a commercial club. Yes you should work through a SWOT Analysis, and other Marketing rules…if you are not familiar with theses don’t worry this will be covered in future content. The point that is often missing in many marketing plans is the identiï¬cation of your target market.
Now I’m sure some of you are thinking:
“I am a Fitness Professional, I can work with all types of people”
This article is geared toward the commercial or main stream personal ï¬tness facility or trainer; keeping in mind we are speaking of highly specialized cases such as professional level athletes, or the elderly population etc. Why is this important, the simple reason is that because we are in a client centered business we have to understand and know who our consumer/client is, and does that individual type work with you.
Personal Fitness Classic Example
Type A ï¬nancial guys and girls. As in the example of the Challenging Charlie. These people are really direct, and if you are the more comforting type of encouraging trainer; then that would never work. If you work for a commercial club and you are looking to build your business, whether you are just starting or you are having a bit of trouble then your ï¬rst stop should be your ï¬tness manager.
Have a discussion about the type of leads you are getting. At the end of the day your clients or potential clients are going to be training with you 70% of the time because of you and your ability to build a trusting relationship. Your knowledge and ability to apply that knowledge will get you the rest of the way. If you think that because you are super smart with a million degrees and certiï¬cations that you will automatically get clients, think again!
So how do you identify your target market?
Step 1: Look at your self
If you have been in any particular speciality in the past then you should draw upon that common ground. Relationships are #1 in this business. Anything you can do to grow them will help!
Examples would include: Sports, Dance, Hobbies, Previous Professions.
* Special Note*
If you are interested in personal fitness and have not committed to a commercial gym yet, then you should use step one and apply this to your prospective gym locations. If you were a ï¬nancial guy/gal in your previous life, look at a gym in the ï¬nancial area of your city.
Step 2: Build your personal fitness target market proï¬le
- Demographic – Male or Female and age?
- Psychographic – Have they trained with a trainer before? Are they brand new to ï¬tness? Are they weekend warriors? (You get the point!)
- Learning Style- Auditory, Visual, Kinesthetic? You may not be able to identify this until you have completed a complimentary or initial session with the prospective client, however you should know based on your teaching style what you do best; this will in turn allow you to get the client who will receive what you do best. Are you comfortable dealing with the Quiet Assassin for example?
Step 3: Test your market area
Now that you know the type of person you “ideally” would like, and I say that because as a new trainer your facility is going to expect production. It is also very good experience to work with all types of people because this will reinforce the work you did in step 1 and step 2.
This also gives you the experience on relaying your message to different people and you can grow as a professional within the challenge! However, for longevity as you begin to grow your business you can start narrowing your scope to the people that you know you will be most successful with and avoid these common mistakes.
I can tell you that as a former manager if a trainer came to me who was new or struggling and said he only wanted to train a certain type of client I would tell him to hit the ï¬‚oor and build his business! On the other hand if the same trainer came to me with a marketing plan, and something that identiï¬ed his personal fitness target market on paper; then I would do whatever we needed to do because it showed his dedication to building the business, not complaining.
The bottom line is that the only way to increase your strengths, is to build upon your weakness. However, in establishment of your individual brand and your business you have to build on your strengths and then continue to add to those strengths to allow you a wider scope of people you can target.[hr_shadow]
Michael Torres has been leading and producing top levels of fitness for over 12 years, first as a leader and master fitness trainer for an airborne combat unit for the US Army and later as a Fitness Manager and General Manager for the largest health club chain in the North East (United States). He currently owns Integrated Performance Institute in New York
What are some personal fitness target markets in your area? Share them below in the comments section and, as always, please share this article using the buttons below.