When it comes to marketing personal training, you have lots of different options. Social media, advertising, blogging, events – the list can be overwhelming.
But WHO you target is just as important as HOW you market to them. In fact, identifying your ideal client is the first step of any successful marketing strategy. The more precise you can be, the easier it is to develop tailored messaging an appeal to specific niches.
Targeting the right people will shorten and simplify then entire sales process. Marketing to people who’ll want you services is obviously preferable to marketing to those who don’t. But gyms and personal trainers often neglect this crucial step. Not because they don’t think it’s important, but because they aren’t sure who to target…
So in this article, we’re going to take some of the guesswork out of it. We’re going to discuss a section of clients that you should definitely be targeting… amateur hobbyists.
What Are Amateur Hobbyists?
These are people who have sport-related hobbies that they take quite seriously. We’re talking about people such as triathletes, cyclists, and golfers. They don’t usually participate at a professional level, but they do compete in events on a regular basis.
Why Should You Target Them?
There are several reasons to target amateur hobbyists. The first is their dedication. These people are incredibly passionate about their chosen sport, and really want to be the best they can be. This means that they have a level of dedication that you won’t find in other types of clients. They’ll rarely miss or cancel scheduled sessions, because training is a high priority for them.
The second reason is that amateur hobbyists will value what you offer. If you can package up a training program that’ll increase their speed, endurance, or technique, then they will see that as highly valuable. This reduces the amount of ‘selling’ that’s needed. You generally don’t need to convince or persuade them of the value, because they see it straight away.
The third reason is that amateur sports enthusiasts are used to investing in their chosen pastime. They are quite happy to spend money on equipment, clothing, and travel to events because they love it. So it’s not a stretch for them to invest in personal training. Anything that’ll make them better at their chosen activity is generally seen as worth spending money on. And this makes it much easier to sell to them (as long as you have a truly beneficial offering).
Case Study Example – Ironman® Participants
Ironman participants are a classic example of amateur hobbyists. According to the organisers, the average household income of an Ironman participant is $174,000. These are people who are very passionate about participating… They invest a lot of time in training and money in the right gear. Since they have relatively high household incomes, you can assume that they have the disposable funds to invest in premium personal training services if they’re properly tailored to their Ironman goal. So it’s definitely worth thinking about which types of amateur sports enthusiasts or hobbyists you could help.
Marketing Personal Training To Amateur Hobbyists
Marketing personal training to amateur hobbyists is a super-smart business move. They’re usually dedicated clients who will value what you offer, and won’t be afraid to pay what it’s worth. The key is to develop a tailored package that’ll help them reach their goals.
If you’re interested in learning how to target ideal clients, then check out our online course – How To Sell Personal Training. It’ll teach you how to identify the best clients for your offering, and then how to target them effectively.