Name Your Niche!
April 13th, 2010
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by Mark Nutting · Filed Under: Personal Training Business
New game show? Nope, it’s the critical biz question you have to ask yourself. The fear of cutting out potential clients causes Trainers to say, “I can train anyone”. Maybe you can, BUT, when you say I can train anyone you’re also saying that you specialize in nothing. If someone has a special need (and everyone believes they do) they want someone that is exceptional in that area to help them. They will look for specialists, not generalists and you will get left out in the cold. Of course, that doesn’t mean you can’t train others, but you want to lay claim to only specializing in a couple of things at most.
In example, I have been a Personal Trainer for 30 years. I have certifications in many different areas. I CAN train people for almost any need. My claimed specialty niches are Post-Rehab Conditioning and Brain Fitness. I have had weight loss listed as a specialty and I’m going to even drop that because, let’s face it, what Trainer doesn’t say they’re a weight loss specialist. So, nobody is special.
Thinking that you are losing business because you name a specialty couldn’t be further from the truth. You are, in fact, giving people a reason to choose (and refer) you above others. So go on and Name Your Niche!
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Hey Mark. Great question. I’ve trended toward “couples training” (i.e., moms/daughters, husbands/wives), but would like to explore specializing in 1) training previous cancer patients who have been through treatments and are in remission — particularly those in their 20s-40s; and 2) those affected by fibromyalgia. I’m just now looking into what both of these areas might involve as far as certifications/additional education, but I believe it would be a rewarding “niche” for me (and for my clients). I’ve had incredible success with a fibromyalgia client and every time I turn around it seems like I’m being touched by a cancer patient or someone who is directly involved in someone’s life who is being treated for cancer. Something is speaking to me on that level and I think I should listen. What do you think of both of these?
Christi
Functional Strength!!…
Hey Christi,
I appologise for the late reply.
I think both fibromyalgia and cancer are great specialties to have. There are certainly many people effected by these and there are very few Personal Trainers that specialize in them. I know ACSM and the American Cancer Society came up with a Certified Cancer Exercise certification http://www.acsm.org/AM/Template.cfm?Section=ACSM_ACS_Certified_Cancer_Exercise_Trainer
Good luck and let me know how it goes.
Mark