Personal training has turned into a funny industry (funny strange, not funny ha-ha). With the influx of new trainers over the last 5 or so years, we have on our hands an interesting dilemma. Lots of new trainers and business owners all doing the same courses, reading the same books and now trying to run the same types of businesses. What is the end result? A shitload of personal trainers all doing the same thing (and that’s just scary).
Looking around and realizing you and your service are just like the other 15 personal training business in your area can be a little dis-heartening (especially when you think about it from the eyes of a prospective client). So today I want to give you a few tips that can make you stand out from the crowd and allow you to make your own path in this wonderful industry. Being different isn’t just about standing out from the crowd; it is about being true to yourself, your passion and knowing that when the get up every morning (at 4.15am) that you’re doing it because you really love what you do.
Here are my 6 tips to ensure you zag when everyone else is zigging:
Tip #1: Be yourself.
Shit, who would have thought? Conformity is dead – it is now time to celebrate your uniqueness and bring out all the amazing aspects of your personality. Obviously you still want to maintain your professionalism at all times, but don’t try to be “the business guy” – just be yourself. Let your passion come through in every aspect of your business, your clients and every one you do business with will appreciate it.
Tip #2: Go Deep
When it comes to the service you provide (your offer), take some real time to identify a specific niche or target market that you can focus on. Trying to be all things to all people is just straight out boring and extremely in-effective. Identify your niche (mothers, kids, corporates, golfers, brides, runners, get it?) and then take lots of time to really get into their world (going deep). Find out as much as you can about the people you are targeting. Although this sounds really boring, this knowledge is power as it means you understand your market (probably more than your mediocre competition).
Tip #3: Don’t Look Sideways
STOP LOOKING AT YOUR COMPETITION. Yeah, its valid every now and again just to see what is happening in your own backyard but there is a stage where it can be detrimental to your business (and sometimes obsessive). Coming back to tip #2, with the understanding that you will have of your market you will know exactly what they need in a service. Then you can put together your own offer and provide it specifically to your niche. THIS MAKES YOU UNIQUE – not just someone who replicates what someone else has done. Remember, it’s time to walk your own path.
Tip #4: Test Everything You Do
So you may have heard this before but really, how many aspects of your business do you actually test? Zagging can be fun and exciting but if you don’t test and measure everything your do it can also expensive and time consuming. Do it your own way but make sure you measure where you get your leads from, what your conversion rates are and what your break even amount is for every strategy. Good business is still good business.
Tip #5: Get REALLY Good
You want to be different and stand out form the rest? Get really good at whatever it is you want to be know for. Group training, personal training, kids groups – whatever niche it is choose to develop your service in, just becoming exceedingly good at it. Research, practice, mentoring, up-skilling – whatever it takes. Just get really good at whatever it is you choose to do.
Tip #6: Make Some Noise
Let everyone you know and everyone that you don’t know what you do and how you do it. In this information age, making noise has never been easier. Start a Facebook Page and a Twitter account and share your passion with the on-line community. In the real world, talk to family, friends, local networking groups, businesses, basically anyone who will listen.
Community Announcement
It is important that you don’t swing too far to the left when being unique because when it comes down to it, it your market that decides your ultimate success. Zagging is all well and good but if you freak people out then that’s not so good for business. Know your market, test all the aspects of your business and you can have the freedom to not only have a business that is unique but one that pays the bills as well.
What makes you business unique? What are you doing to Zag?
I would love to know your thoughts (and I would also love to get your feedback on the new site layout – just my little effort in the zagging stakes).
Cheers
Rick :-)
Important Update: If you are sick and tired of getting lost in the crowd and being just another personal trainer, you can now stop worrying. How To Rock Your PT Business is a new program I have developed to make you stand out form the crowd and become a fitness celebrity in your local community. Check it out…
About the author: Rick Watson is the surfing, swearing personal training business guy who tells it like it is. He blogs, coaches, writes books and holds live workshops for personal trainers but most of all he is a father and husband (with a healthy respect for road trips). If you like what you read, subscribe to blog here and get your weekly dose of goodness delivered straight to your inbox.
{ 5 comments… read them below or add one }
great look on new website. love it brother! well done Rick on this very relevent blog entry also. Keep up fantastic work!
So true!
Too many personal trainers worry about what the guy around the corner. Big key here is find out exactly what makes you different because when you are the same you compete on price.
It’s nothing new!
The same or similar has occurred across a variety of industries in recent years with the increase in lifestyle related vocations.
The personal and executive coaching sector has seen much the same growth and expansion over the past five to ten years.
The points you raise in your post Rick, are right on the money.
Forge ahead with your own identity, your own flavor or approach to what you offer. And remember it’s all about the client and what the client expectation, needs and wants are.
Great blog!
Greg
@ Paul – thanks mate, appreciate the words.
@ Kel – Price matching is definitely no way to business, this is where having a specialty and a niche market really comes into play.
@ Greg – I suppose from the larger perspective, society as a whole should be great grateful that there are so many people out there with the drive and motivation to want to help people (whether it be PT or coaching). Can only be a good thing :-)
what can i say…another great post! much needed reminder.
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