FBC
TRAINERS
32 YOUR CAREER
How Specializing Can Help You Grow Your Training Business
34 WORKOUTS
Ramp Up Reaction Skills
38 PROFILE
A Booming Business
FOR FITNESS STAFF, INSTRUCTORS, PERSONAL TRAINERS & REHAB, SPORT & WELLNESS PROFESSIONALS
Create a Unique Selling Position
At first glance, it might seem coun-
terintuitive to specialize because it narrows your available client base. Isn’t it better to stay accessible to a wide range of clients so you have a larger market to draw from? You do reach more potential clients that way. However, providing specialized servic- es gives you a unique selling position (USP). It’s this ability to stand out as the “go-to” person for a specific type of client or program that helps build your business, often more so than stick- ing to a general audience. Generalist trainers may be more likely to blend in with other generalist trainers in their area. This is why a strong USP is so beneficial. And your USP doesn’t have to be re-
stricted to the type of client you train. Instead of (or in addition to) zeroing in on a specific clientele, you could make a name for yourself as a specialty pro- grammer, such as a boot camp leader or trainer who knows all the ins and outs of a particular piece of equipment.
Streamline Your Marketing
Since a sharply-focused USP is an
Training Business
Is it time to move from generalist to specialist?
BY AMANDA VOGEL
needs and abilities, it might be time to consider a specialty. Specializing in- volves working exclusively with one
I
32 Fitness Business Canada September/October 2009
f you’re tired of taking on ev- ery client who comes your way then devoting countless hours to researching each one’s unique
or more specific types of clients and/ or developing a distinct program- ming or equipment focus. This is dif- ferent from a “generalist” personal trainer who services a wide variety of people with lots of programming op- tions. Read on for ideas on develop- ing a fulfilling fitness career through specializing.
How Specializing
Can Help You Grow Your
important part of an overall marketing package, having a specialty makes par- ticularly good sense from a marketing standpoint. For example, it’s much eas- ier to develop a solid marketing piece that caters to older adults, new moms, athletes, or any other specialized mar- ket, versus one that’s intended for a diverse audience. As a specialist, you might also find it easier to build rela- tionships with prospects and clients who strongly relate to your specialized offerings.
Simplify Your Business
Specializing not only streamlines
your marketing efforts, it has the po- tential to streamline your entire fitness business! One reason is your ability to manage your time and resources. For example, you may have a clearer pic- ture of the right certifications to pur- sue, equipment to buy and conferences to attend, including what workshops to select at those conferences. In other words, you don’t have to juggle your time and resources trying to be all things to all people.
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