Fitness Marketing 101

So, you would like to dip your toes into the world of personal training. Maybe you lost your day job, and as the fitness nut you are, it occurred to you that your skills might be marketable. Or maybe you have already tried the path of working in the fitness business and found that you are proficient at it, but you’re tired of working for someone else. If you’re in the latter category, you’re in better shape to start up and market your new business. If you’re in the former, you may have some work to do. Either way, these basic fitness marketing principles will help you get on the right track.

The Recipe for Fitness Marketing Success

The basic principles of marketing are the same in any industry. Successful fitness marketing follows the same model that the likes of Microsoft, Coca-Cola, Starbucks, and Wal-Mart have followed for decades. The recipe begins with providing customers with a solution, offering the solution at a fair price, and making the customer aware of your offering.

1. Provide a solution to a customer demand or problem.

It helps to start your business with a mission statement. And if you’ve already started your business, but you don’t have a mission statement, you should go ahead and write one. This is the first step in branding your personal trainer business. Your mission statement tells customers, vendors, investors, and anyone else interested in your business what your purpose as a business is.

A successful mission statement identifies what your business offers to clients. It should be customer-centric, with focus on what the client is willing to buy. For example, a business whose mission is to “sell fitness” is much less likely to succeed as one whose mission is to “help customers meet their fitness goals.”

2. Offer the solution at a price the customer is willing to pay.

This is where market research comes into play. You have to know what your competition is charging and price accordingly. And although your competitors would prefer that you don’t know what they’re charging, it’s not mystery information. Just call your competitors, or have your friends and family members call, and ask for pricing. Price your services accordingly. If you offer more services, better service, or more flexibility than your competitor, you can afford to price your services a little higher. If your services are comparable, you might want to price your services at similar or lower prices.

When searching out the competition, check all the places you can think of that customers would look. This might include the business pages of the phone book, a Google search of your local area, or flyers hanging on bulletin boards in area gyms.

3. Make the customer aware of the solution you provide.

You could offer the most innovative solution at the most affordable price on the block, but you won’t sell it to a single customer if the customers don’t know about it. Now your fitness marketing strategy needs to branch into advertising. Again, think of all the places a customer might seek the solution to their problem. Depending on how much of a schedule you’re trying to fill, word-of-mouth might be enough advertisement. If you’re trying to build a business with a staff of trainers, you might need to invest some advertising dollars. To prioritize spending, try conducting surveys of friends and family, asking where they would look for a personal trainer business.

Feel free to share your fitness marketing ideas in the comments section.

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