The Who, What, When, Where, How, and Why of your fitness business!
Hey there fellow fit pros!
Let me kick off this new blog by introducing myself. My name is Kris Crepeau and I am a personal trainer, fitness studio owner, and the founder of Fit Pro Deals. The whole idea behind creating this website was to offer deals on products to help out fitness pros. Along the way I thought why not start up a blog to share tips on building your business. So, here it is. You will see guest posts by successful fitness pros that will share what has worked for them in their businesses as well as an occasional post by myself.
Today I’d like to talk about the Who, What, When, Where, How, and Why of your fitness business.
Whether you’re just starting out or you’re looking to take your business to the next level you’ve got to know the answer to these basic questions to be successful.
Who are you? Don’t try to be something you are not. Some trainers are pretty intense while others lead quietly. Don’t feel like you have to put on a show or bring tons of energy just because some gurus think it’s the way to retain clients. Just be yourself….unless your just naturally an @#&hole, just kidding :)….clients can see through all the B.S. and will stick around longer with someone they feel is being genuine to them. Don’t be one of those trainers who preaches to their clients about eating healthy and then posts on their facebook page about the donuts and fried chicken they ate yesterday. It’s much easier to be real than to have clients find out you’re a two faced dbag on the internet.
What is your training model? The worst thing you can do is say you train anyone from 12 to 85 yrs. old. You’ve got to break it down and get specific. The more you narrow down your niche, the more you can stand out and dominate your area. So you do boot camps, so do 100 other trainers within 20 miles of your area. You’ll never stand out and retain clients if you just do a cookie cutter boot camp. If you have a niche boot camp geared towards a specific part of the population i.e. Moms over 40, Sport specific, Corporate Boot Camps, etc. then you can stand out and create more of a community atmosphere around your training. Same thing applies for 1 on 1 or semi private training, narrow down your market.
When is your plan taking place? If you’re just starting out, don’t start thinking about when you’re going to start hiring other trainers to work for you. You should be spending most of your time working on your craft and getting better as a trainer, marketer, and business owner. On the other hand if you’ve been at this a while and you’ve had some success you can’t just sit back and be comfortable. You’ve got to get off your ass and take risks and get out of your comfort zone if you want to take your business to the next level. There’s only so much you can do training on your own and trading hours for dollars. Work on building multiple revenue streams whether it’s creating a fitness info product, adding premium programs for your clients, or selling affiliate products. Don’t wait for the perfect time because it will never come, just get it done and make adjustments on the fly.
Where do you train your clients? Finding a place to train your clients can be tough especially when you’re first starting out. Do you want to train clients in their homes, outside in a park, rent space? It can obviously be a lot cheaper to train people in their homes rather than renting space, but you’ve got to factor in travel time, gas, and carrying your equipment in and out of the client’s home. Training outdoors is also a cheaper option but weather is a huge factor when it’s raining or in the winter months. Your best bet before you own your own space would be to sublet a space at an existing business until you build up enough of a following and cash flow.
How are you going to spread your message? These days to be successful you cannot be just a good trainer, you also need to be a good marketer. But, you cannot be a good marketer and suck at training. Nothing will ruin your reputation faster than making false claims and not being able to back them up. People spend their hard earned money to train with you and if you don’t make good on your promises the word will spread fast through social media. That being said, social media can be a great asset to your business if you do it right. Some popular ways to interact with clients and potential clients that you need to be familiar with are facebook, twitter, youtube, email marketing, and your website. The most powerful way to spread your message is to give your clients the results they are looking for. If you keep your clients happy and get them results they will be your best form of advertisement. Don’t be afraid to ask for referrals or for written or video testimonials.
Why are you in the fitness business? This is by far the most important of all of the questions. Are you in it for the money? Hopefully not. The fitness business is full of so called “gurus” that will tell you how you can easily be making 6 figures in 60 days, but that is total B.S. There is no secret marketing tactic that will make you rich. The truth is most trainers make between $25K and $35K per year, and if you’re in it for the money there are a lot more professions that will get you to 6 figures faster.
Hopefully your why is something more tangible like helping people change their lives through fitness, lowering the childhood obesity rate, or sharing your own story about fitness. The more you know why you got into the fitness business, the more passionate you can be about it. The more passionate you are about it, the more it will resonate with people. You have to ask yourself, is it more important to make a difference in someone’s life or make a difference in your bank account? Don’t get me wrong you can do both, but at the end of the day what are you going to remember more? Your answer to that question will ultimately decide how successful you will become in the fitness industry.
Take 20 minutes and write down these 5 questions on a piece of paper and answer them truthfully and be as specific as possible. In the age of information overload it’s easy to get distracted by the next marketing tactic, but sometimes you’ve just got to break everything down and make it simple. All successful fitness pros know the answers to these questions without having to think about them, do you?