The UK Fitness sector was valued at £3.92 billion in 2013. It grew an additional 4% since 2009. That's 2009 the year we were thrown into recession - impressive eh?
The boom in the fitness industry seems to have taken place across virtually every part of the fitness landscape. From the growth in new gyms, the explosion in the UK supplement market or the growth in outdoor exercise classes (everything from Park Run to Toughmudder) it's certainly a lucrative market to be in. The thing is though is that all of these businesses need business and in an increasingly saturated market, it pays to stand out.
As it's such a colossal area to approach in a single post, I'm going to narrow it down and focus just on personal trainers, the elite band of fitness professionals who can give you complete diet and exercise spreadsheet, all whilst performing crunches on a swiss ball without breaking a sweat.
So here's five tips which should make your personal training businesses more effective.
Find a Niche
Now there are plenty of different trainers out there all offering different services tailored to multiple different audiences; from the extreme bodybuilders and cross fitters to those who haven't exercised in years getting healthy again.
Finding and sticking to a client base that offers just one of those specialisms I think will help set you apart. Don't offer everything to everyone. You'll have less competition from other PT's and if you're super specialist will be able to charge more for your services.
The Personal in PT
When you work with any of your clients, ensure you start with a before photo and track their progress. Although it's for the clients benefit, having these 'transformation' images works wonders in promoting your business.
Alongside getting testimonials from successful clients, these hold massive power when they're actively promoted on your website and social media channels.
People rely on stories - and personal ones at that. If you can demonstrate to potential clients that people just like them managed to achieve these results, you've already accomplished half the battle in converting a customer into a paying client.
Zero in with local SEO
Most PT's have websites and paying for SEO can both be a time consuming and expensive affair. But when it comes to local seo all PT's can do this one step themselves:
In its simplest terms local SEO is simply adding a 'business+location' into Google. So 'physiotherapist in Leeds' 'gyms in Cheltenham' - you get the idea. On most occasions Google will present you will your regular search results plus 4-5 location results of nearby businesses with a map that match your results.
How do you think those businesses got on the map? Just sign up with Google My Business here to get started for free. There's a fair bit more to it than that to make your listing really shine, so if you're interested contact me to discuss it.
If you have a listing and your competition doesn't means that for every time someone searches for a local result then you have the advantage over your competitors.
Go Above and Beyond
Remember that saying there's only 24 hours in a day. Well, it really holds true. If you charge £25/hour but in-between everything else only manage 7 hours a day 5 days a week the most you could EVER hope to earn would be £875. By charging out your time per hour there will always be a ceiling on what you can earn.
The answer in breaking this barrier is to develop tools and resources that you can sell on. Whether it's a free guide, exercise videos of merchandise for your personal brand it can all be making money for you continuously without little investment.
Instead of training someone for an hour on a field, why not turn it into a YouTube video. It's by no means going to give you an overnight source of free money, but if it gets successful? Then you can bring in revenue simply by leaving it to run.
If someone signs up for a few sessions with you it's likely they're going to need to buy more than just your time if they're going to achieve their goals.
Whether it's specific foods, supplements or just some more clothing it pays to network with the suppliers of these to see if they can offer you either trade discounts; or can give you a commission for their sales.
Not only does it help your client who might not know where to buy certain items, it provides you with both a potential source of extra income through reselling and acts as a useful networking tool with suppliers who can help your businesses development.
What do you think? It would be good to hear from other personal trainers about ways to they've used to promote their businesses. Just add your comments on below-