There is a lot of potential value in starting a niche for yourself. This isn’t to say it is for everyone, but having a niche you are known for can have some real benefits in excelling your personal training business.
- Having a niche gives you the opportunity to market more effectively. It is tempting to throw as wide of a net as possible to get as many clients as you can. With a niche, you are grounded to a certain audience. This helps not to waste time or resources trying to get those who don’t need your services. You will have a clearer vision of who to pursue in your marketing and it will be more successful.
- You will become known as an expert. This is helpful because people want an expert to help them. When purchasing any electronics that I have questions about, I am inclined to go to a store like Best Buy rather than Wal-Mart. I want someone who knows about what I’m buying. I want the best person fit for the job. I want the expert. In the long run, this will help you stand out above the rest.
- When you are known as the expert in your field or niche, you simply can charge higher rates for your services. If you are offering the same services as all the other trainers in your area, then you cannot realistically charge more then them. People will see you are offering the same services as the cheaper competition and go to them instead. With a niche you are offering a service that is not being met by your everyday trainer. This is one of the main reasons to find a gap in the marketplace and develop a service to fill that gap.
- By defining your target market, you are setting yourself apart from other certified trainers. Not only do you stand out, but you are also giving potential clients yet another reason to choose you over your competition.
Again, having a niche may not be for everyone. But I do suggest and challenge you to look for those gaps in the marketplace where you work. Do you have a passion and strength in a branch of fitness that trainers in your area are missing? If so, then you should sincerely look into digging into that specific niche and making a name for yourself as the expert in your area.
Ryan Farrell started working with the National Federation of Professional Trainers (NFPT) in 2012. As NFPT's Marketing Coordinator, Ryan is responsible for aiding company reputation by building brand awareness and establishing strong working relationships among NFPT, its affiliates and industry partners.
