If you are considering a career as a self-employed Personal Trainer (PT), it is wise to do your homework before starting out. Understanding your market and how to create your particular niche is extremely important. The following tips are designed to put you on the road to success.
Research
The first step is to carry out detailed research on your competitors (other local personal trainers). Take a look at their websites and social media pages to gain an appreciation of how they communicate with clients and promote their services.
Your goal should be to find out how many other PT’s in your area offer similar services to you. Then gather all the available information. For example, where do they train clients, how and where do they promote their services, do they predominately advertise online or offline and do they use sponsored ads or distribute flyers and business cards locally?
Branding
Your next task is to identify one thing that you do better than anyone else. Something unique, that only you can offer. Think about the aspect of fitness you like the most, your background and your personality traits. Next, consider how can you combine these to differentiate yourself from the competition. It could be a bespoke method of training, a particular way of communicating or your background, for example, as a Triathlete or the ability to motivate sedentary clients.
Once you are clear what your niche is it’s time to create your brand and stand out further from your competitors. Design a personal trainer logo and write a slogan which encapsulates your core values. Ideally, this will be an easily remembered phrase that everyone will associate with you.
Every serious Personal Trainer should also wear a Personal Trainer Uniform, customised with your own business logo and branding. This enables you to maintain a professional image and be easily recognisable when training clients, networking and whilst out in public.
Website
Nowadays, every business must have a website. You should create a Personal Trainer Website, using your brand colours (the same colours as your personal trainer clothing) and messages. Ensure that your logo and slogan are prominent and that you clearly communicate, to potential clients, what your business is about, what makes you different and the services you offer. Make it personal! People love to see photos and personal stories, to get to know you better. Hire a professional photographer to add some inspiring photos and videos that represent you and your work.
Don't forget to include your contact details (your telephone number, e-mail, contact form etc.) to make it easy for customers to get in touch. To provide potential clients with further proof that you are the Personal Trainer for them don’t forget to include links to your social media pages. Once you have built your website it is important to optimise it, so that target clients from your area can easily find you. After all, what's the point of having a beautiful website if no one can find it? Lastly, have someone you trust to proofread your entire website and check everything before you make it public.
Marketing
Good marketing is half the battle in creating a successful Personal Training business. Today, marketing is primarily digital. You should carefully undertake keyword research to find out exactly what phrases customers use when they search for personal training services in your area. Once you have done this, review your website and make certain that all the meta-titles and descriptions are relevant and accurate. One of the best ways to boost your website traffic is to post content regularly. Add blog posts and videos about relevant topics such as training methods, health, diet and supplements. Posting regularly on social networks and encouraging your clients to comment, engage and share your posts is also important.
By attending local networking events you will meet new people, and some interesting business opportunities might arise. Prior to an event practice what you will say when someone asks you about your business (elevator speech). Summarize what services you offer and why you are different and remember to wear your Personal Trainer uniform. Not only will it look professional, but it is also one of the best ways to promote your business in the group.
Summary
Creating a successful business doesn’t happen instantly. By taking the time to identify your niche, create a memorable brand and consistently market your business you will build a foundation on which your PT business can grow and prosper in the long term.
