Why Personal Trainers Should Find a Niche

This is a newsletter to help trainers & fitness professionals improve their fitness businesses from a business building a fitness app.

You may have heard the saying, Niches get Riches. Besides the fact that I don’t like the way North Americans say ‘Niche’, I mean come on, it’s a French word!, I do agree with this sentiment.

If you’re asked who’s the most successful, or in general, the best, you would usually reply ‘at what?’. This is because we can’t broadly say that Person A is the best without considering the context in which they exist. What actions have they taken? How are they similar to me? What do they do? And ultimately, what are they best at? You can’t label someone as the most successful, or the most popular without considering the niche in which they are masters in.

we humans, are simple

Humans are prone to categorisation. We instinctively want to divide, label and sort things into patterns. People make up the majority of your business, so why not use this knowledge to your advantage?

I often hear my fiancée’s dad say to her, “It doesn’t matter if you are the ripest, juiciest peach on the tree, some people just don’t like peaches.” It’s true, I for one, do not like peaches. But… I do love my fiancée.

This is why I believe as a personal trainer, there is strength in straying from the market of general personal training, and avoiding the urge to service everyone. Doing this will make you stand out and attract new clients, hopefully clients you are trying to target. There is enough space in the market to close yourself off and in turn become more successful than you currently are. Think of spin classes, yoga classes, TABATA classes, hot yoga classes, cross fit. These are all hyper niche areas that are capable of generating huge revenue.

The Fitness Industry is huge!

To pull some stats:

The Total Fitness Club (gyms) market size: $81.5B with 184 million members (Source: www.wellnesscreatives.com)

Yoga Market Size: $41 billion in 2020 (Source: www.contentbase.com) (Here is a breakdown of each market: Link)

CrossFit Brand generated Sale 2015s: The brand itself is worth $4 Billion (Source: www.forbes.com)

When I think of niching well, I think of Ben Patrick. A guy that has made a brand of ‘bullet proofing his knees’. He serves his clients well whether it’s improvement of physical athletic performance, or just being able to walk without discomfort. It’s crazy to think that Ben is a SCC for knees! Yes, just knees!

This short TikTok video highlights the success Ben has gained from being a master in his niche, even having Joe Rogan himself commend the work Ben has done:

@kneesovertoesguy

Joe Rogan spinning back kick! Thank you Joe! JRE #1766

It goes to show, If you can identify a market that you can serve well, the market will take care of you. You need to double down and focus on providing your niche value, removing their pain and helping them reach their desired outcomes.

So if you want to boost your revenue as a personal trainer, start thinking about what specific market you can service. Be the next Ben Patrick, the next ‘Knees over toes Guy’.

Anyway, that’s all from me today. Tell me how you target your niche.

Be good.

- Reagan