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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