HOW TO LAUNCH AN ONLINE PERSONAL TRAINING BUSINESS
IN JUST 7 DAYS
✓ The new, better way of launching an online business
✓ The fastest way to create in irresistible offer ✓ A simple system to sell to clients who are interested |
HOW TO LAUNCH AN ONLINE PERSONAL TRAINING BUSINESS
IN JUST 7 DAYS
✓ The new, better way of launching an online business
✓ The fastest way to create in irresistible offer ✓ A simple system to sell to clients who are interested |
Branding is essential in a personal training business because it allows a potential client to get an immediate feel for what you do and who you serve. Branding is often misunderstood - it goes far beyond a logo and a shrewd business name. Branding allows you to create a sense of identity for your fitness business; it encompasses the entire client experience. It's everything from how you present yourself online to the way you market your business to get the right type of new clients buying from you. You may have a niche that you serve already, but for many personal trainers that provide general fitness services to the general population - your brand is you. People buy into personal trainers, not personal training. When you first start personal training, you may have no idea who your ideal clients should be. Maybe you knew who you wanted to work with before starting. Often, though, your niche chooses you. If you are a new trainer and haven't got a specific target market, don't you worry. After some experience, you'll have a clearer idea of who you are great at helping and who you enjoy training. That's perfectly okay. Identify Your NicheIf your fitness business caters to a niche audience, such as Vegan CrossFitters - you are targeting such as small demographic that you can be identified in this field as the authority. You can create a recognisable marketing strategy - because you know who your audience is. When you market your services, you'll be speaking directly to your target audience - and actively ignoring everyone else. You'll select images that reflect the niche you chose, you'll mirror the language your potential clients use, and you'll be able to speak directly to them this way. According to a survey done in 2019 by The Harris Poll for Red Point Global, 63% of consumers now expect personalisation as a standard of service and unique offers send them a message that a brand recognises them as individuals. It's imperative that personal trainers build on that expectation. Every time your followers consume unique content, they will feel that it's aimed directly at them. Although a niche market is much smaller, you can be far more specific in how you communicate with your target audience. Everything you write on your website, on your social media, every supporting image you use - it can all be targeted in such a way that your branding will appeal directly to your prospective clients. That will make them feel special and unique. Be DistinctiveWhen your branding doesn't set you apart from other personal trainers, it can be difficult for a potential client to know why they should choose you over someone else. So branding, in this case, serves to distinguish you from others and to make you memorable for your audience. You might consider doing some market research into what sort of colours or messages resonates with your target audience. Do they listen to podcasts, do they use Instagram, is a social component something they value from the gym? All of this can help you to distinguish your brand from others, and put your efforts where they will pay off in your marketing. When you have your unique mark in the field, you won't feel like you have to "keep up with" or compete with other personal trainers in your area and focus your energy on putting the word out about you. For example, if you're helping over 60s with chronic back pain, you're unlikely to be advertising on Instagram as they may not spend their time there to see your content. Communicate Your ValuesYour brand values are those things that as a personal trainer, you find yourself repeating to your clients daily. It might be the value of hard work or promoting strength training for women over 60, or the importance of consistent action. Only you will know your core values are as a trainer, but being able to communicate them effectively and clearly in your branding will attract the right clients into your business. We recommend spending some time thinking about your core values by considering those messages you keep often repeating with passion. Communicating these by building your marketing strategy around them will be a clear way that these values can come across in your branding. Once you're talking about them regularly, they will resonate with people that also hold those values. For example, if one of your values is that teamwork overcomes challenges, you might talk about your group training packages. You might encourage your personal training clients to complete an obstacle course race with you. You probably wouldn't choose to promote a "lone wolf' mentality in your marketing, instead highlight how each of your clients has overcome their challenges by being part of the fitness family that supported them through it all. How Your Branding Can Increase ReferralsIf you've built a thoughtful marketing strategy around your fitness brand, you have something incredibly powerful. Once people have bought into your personal training services through your brand message, they are likely to refer their friends to you that have similar values and would be a good fit for your business. The network of people that you train becomes a referral system with new leads coming into your business regularly without the effort of you going out and finding new clients - they come to you. The power of branding in this situation is that by talking to a small group of people very clearly and ignoring everyone else - your brand becomes more distinctive, more attractive and creates a sense of belonging in your audience. Wrapping Up Considering all aspects of launching a new personal training venture can all seem like too much in the beginning. If you're starting, there's nothing wrong with training a broad range of people and seeing what you like best or who you can help the most. There is a lot of emphases when you first start personal training about the importance of a niche, but until you've got some experience of working with a variety of people you are unlikely to have a clear idea about your ideal clients or your brand - and that's okay. Learn More About Branding When you join the Institute of Personal Trainers, you'll get access to a range of courses. Get access to Stage 1 for FREE and if you'd like to learn more about Branding Your Fitness Business, become an Unlimited Member!
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