Fitness Business and Marketing

What is your product range?

In this next installment of the key steps to setting up your personal training business we are going to look at how you translate your client needs and your knowledge of what your competitors are doing into a focused product range that meets the specific needs of your niche.

What is a product range?

Your product range is made up of services or products that you sell to your client base.  It is important that your product range mirrors the needs of your client base.  It can include anything you really think they need, remember you do not need to be able to offer all the services yourself, they could be bought in from other companies or alternatively through your referral network.

Common elements that are included in a personal training product range includes:-

  • Personal Training
  • Nutritional Advice
  • Corrective Exercise
  • Group Training
  • Massage/Sports Therapy
  • Diet Plans
  • E-books
  • On-line Training
  • Life Coaching
  • Supplements
  • Exercise Kit

The above services can then be offered to your market as a standalone or as part of a package, how to put packages together will be covered later on in this series.

Is this really that important? Personal training is personal training isn’t it?

In an increasingly crowded market for personal training it is important that you stand out. This can be done by ensuring that your product/service range is unique, innovative and precisely targeted at your niche.  So even though personal training product ranges may be very similar across a number of niches it is vital that you tailor your offering to the specific needs of your market.

Brand standards

Brand standards are the minimum level of service that your clients can expect when using your service.  You can be a cheaper trainer, who offers a more affordable service with less frills, this has the benefit of allowing you to draw from a larger market share who have a more limited disposable income.  Alternatively you can look at ways to take your service into the premium price range, in this range clients will expect more for the larger training fees.  Clients who pay more will expect small extras such as the trainer turning up with a bottle of water and a gym towel for them at the start of the session.  After the session if the goal requires it you may include a post workout shake.  Brand standards are what set you apart from the average personal training company   Remember once a standard is set it will become expected by your clients, so it must be maintained.

What is a USP?

Your USP or Unique Selling Point is what sets you apart from your competition.  This is normally the reason you give to a client when they ask why should I choose you over all the other personal training companies in your area.  What do you do differently, better or just in a unique way compared to all the rest!  Having a powerful USP is vital in your marketing effort!

ACTION POINTS

  • List all the products and services that your niche may be interested in, remember any service you can not offer yourself could be bought in or provided by a referral partner.
  • Tailor these or give them a spin that makes the specific to your market.
  • What will be your brand standards?
  • Decide what you do differently, better or in a unique manner than other personal training companies in your area.

The next step will be to set a price point that is competitive and reflects the level of service that you offer.

As usual please post comments!

TOM

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Tom has been involved in the fitness industry for nearly 20 years. He is a specialist in rehabilitation, exercise referral and helping other fitness professionals to improve their business. He is also involved with course development, teaching, assessing and IQA of a range of training courses. He is always willing to meet other professionals so please do contact him via social media with any questions or just to say hello.

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