Step-by-Step Guide to Identify a Profitable Niche for Your Fitness Business.

Fitness Niche

What's your niche? A niche is a group of people with similar traits and needs. For instance, "people who want to get fit" is a niche, as are:

  • Women who want to lose fat.
  • Working women who wants to lose fat
  • Working women between the ages of 40 and 50 who want to lose weight.
  • Working women between the ages of 40 and 50 who are cancer survivors and want to lose weight.
  • And so on …

The number of niches are practically unlimited. So, what makes a certain niche a good fit for your personal training business? First, consider why you're looking for a niche in the first place. To grow your business, right? If so, then it's simple: the right niche is the one that will help you grow your personal training business the fastest and in the shortest amount of time. Prospects in your ideal niche should:

  • Understand the benefits of your service quickly
  • Buy from you instantly
  • Stay with you the longest
  • Promote your business like true fans

Most important, once you find the right niche, all of your marketing efforts – such as Facebook ads and automated fitness challenges – can be targeted even more precisely, resulting in a great return on investment (ROI). This can, in turn, transform your personal training business; you'll reduce your cost to acquire new clients and increase your revenue and the lifetime value of each client – ultimately enhancing your profit on every sale.

But, just finding the right niche is not enough. To make your marketing campaign successful, you'll also need two essential elements:

  • A unique selling proposition (USP) to define to your prospects exactly what makes you unique and the right fit for their needs
  • Proof of your unique selling proposition

Next, we'll walk you step-by-step through the process to find the right niche, as well as develop a killer USP and solid proof of it. Let's get started!

Step-by-Step Method

Step 1: Make a List of Your Happiest Clients

How do you find the right niche? Just look at your happiest clients – past and present – and arrange them in order starting with those who you think received the most value.

Your happiest clients are the ones who understood you, bought from you instantly, stayed with you the longest, got amazing results and brought you tons of referrals. Analyzing them is the key to unlocking the ideal niche for your business. Furthermore, if you base your niche on your happiest clients and put all of your marketing efforts into attracting similar audiences, then one day, all of your clients will look like your happiest clients. Won't that be a good day!

Step 2: Find the Traits of Your Happy Clients

Next, for each client you listed in the previous step, write down their traits – age group, fitness goals, location, gender, income level, job, personality, etc. You'll use this information later to nail down the right niche.

Step 3: Determine Your True Competition

Your true competition is whatever your clients consider to be your true competition. Often, this will be different than what you think it is. That's because you know too much about the industry; if someone asked you about your true competitor, you'd probably respond with a business that closely resembles your own. However, this may not be the same perception that your clients have about your company. In fact, they might not even know about the other business that you consider a true competitor.

For instance, if you're an independent personal trainer, you'll likely name another independent personal trainer as your true competition. But, your client may say that they would have just gone to a gym if they hadn't found you. Likewise, every client you ask might have a different answer. In that case, just determine which one is the most common among your happiest clients.

Step 4: Evaluate What You Do Differently Than Your Competition

As you evaluate your differentiators, keep in mind that anything you do differently must be supported by proof. Any business can claim to provide the best client service, but if it can't prove that claim, then it's just an empty statement.

Here are a few examples:

  • Feature ⇒ Personalized workout plan
    Proof ⇒ Every client receives a personalized program based on their goals.

  • Feature ⇒ Hybrid or online training options
    Proof ⇒ You offer these choices.

  • Feature ⇒ Habit coaching
    Proof ⇒ You develop a healthy habit plan for every client.

  • Feature ⇒ Better accountability
    Proof ⇒ You call a client if they miss a workout.

Step 5: Establish the Unique Value You Deliver Because of Your Differentiators Your clients don't care about the things you do differently; they're only concerned about what's in it for them. For example:

  • Feature ⇒ Better accountability
    Unique Value ⇒ You'll finally be on the hook to stick to your workout routine.

  • Feature ⇒ Hybrid or online training
    Unique Value ⇒ Personal training that's more affordable and flexible.

  • Feature ⇒ Personalized workout plan
    Unique Value ⇒ Faster results based on your goals, personality and fitness level.

  • Feature ⇒ Habit coaching
    Unique Value ⇒ Guidance and motivation to make a change that will last forever.

Step 7: Combine Several Unique Values into a Main Value

During this process, you may have identified several values that are unique to your business and that your competitors are missing. Now, it's time to double down on them. If necessary (and if possible), combine a few of your unique values to form an even more powerful unique value.

Step 8: Reduce Your Total Number of Unique Values

If you have too much to talk about, your prospects won't listen to anything. Instead, keep your list of unique values to three or less.

Step 9: Shortlist Your Prospective Clients

Once you've identified the unique values that you deliver, go back to the list of your happiest clients. Then, identify the clients who care the most about the unique values that you deliver.

Step 10: Analyze Common Traits Find and analyze the common traits among the clients who made it onto your shortlist in the previous step.

Step 11: Document Your Niche, USP & Proof

The traits you identified in the previous step are the traits of your happiest clients who need the unique value that you offer. This is your niche, and the unique value they want is your USP.

Marketing to Your Niche

Marketing campaigns are rarely a single ad, blog post or visit to your website. Rather, they are a variety of touchpoints that attract and convince prospects to become your clients. As such, it's important that all of your marketing pieces speak to your target niche.

As an example, suppose you're using an automated fitness challenge to attract prospects from Facebook and convert them into paying clients. For the best ROI, you should:

  • Design the challenge that solves the specific need of your niche.
  • Share content on Facebook that will benefit your niche and build your authority – before you begin advertising the challenge.
  • Showcase why you are unique (your USP) and why it matters to your prospects during the automated fitness challenge.
  • Communicate the proof of your USP.
  • Share case studies of successful transformations from clients who are in your niche.

Revising Your Website for Your Niche

At this point, you may be wondering if you should revise your website homepage based on your niche. The answer is that it depends. If most of your homepage visitors are in your target niche, then you should. But, if they're not, then it might not be wise to change the website just yet.

That's because you can have any number of pages on your website. As a result, you can send traffic from your marketing campaign to a landing page that's not necessarily your home page; this new page could then speak directly to your niche audience.

Over time, as you gain authority in your niche, most of the traffic to your homepage will be your target clients. Once you reach that milestone, then you can update the home page to speak to your niche.

Final Thoughts

Your niche is not set in stone. Rather, it should help you grow your business and take you to your next business goal in the shortest amount of time possible. Then, moving forward, you can revisit your niche from time to time and reevaluate your strategy.