“Special Populations” is Not a Niche!

There are a lot of fitness professionals that are “special population specialists”. There are certifications in which you can earn that designation. The problem is that “special populations” includes prenatal/postpartum women, older adults, youth, obesity, adults with specific diseases or disorders, injuries, and those with multiple health conditions. So, if you include all of those categories, you never get in depth in any one area. Not only that, but, it means that the majority of the population is deemed special.

And, as the saying goes, if everyone is special then nobody is special.

The benefit of choosing a real niche, a specialty, is twofold.

One, it allows you to get very specific in your education and really know that one area. i.e. Cancer Exercise Specialist & Training the Older Adult.

Two, it allows you to own that space with that specific target market. This means that to that specific audience, you are the expert in that area, the go to person for safe, effective training that is appropriate for them and their specific circumstance. If you need brain surgery done, you don’t want to go to your general practitioner. You want someone who specializes in brain surgery. The same is true for seeking out a fitness professional that specializes in training those with Parkinson’s or joint replacements or prenatal/postpartum.

Now, I’m not saying that knowing a little more about a lot of areas isn’t beneficial. However, it doesn’t give you enough in any one area to be “the specialist” in that area. Home in one specific specialty and own it!