When it comes to personal training older clients, there are lots of specialist training courses that’ll teach you the essentials. Active aging populations have distinct fitness needs and training requirements, so it’s important to tailor your offering accordingly. But one part that’s often overlooked is how to market to them…
If you’re interested in personal training older clients, then you’ll need to know how to attract them in the first place. Where should you advertise? What messages should you focus on?
Targeting a niche audience like seniors requires a different approach to other segments. This is one of the topics we cover in our ebook and comprehensive online program – How To Sell Personal Training. So we thought we’d share some of key aspects that we teach in relation to targeting clients.
The first step is to identify your ideal client. In this case you know the age group, but that’s not enough to develop appealing marketing. You need to dive a bit deeper, to understand their demographics, head space, and hangouts. If you can pin down these 3 areas, then you’ll be able to create really effective marketing that appeals directly to their needs.
Let’s look at an example of what your ideal ‘active aging’ client could look like…
Demographics are a traditional way of segmenting people by gender, age, education level, income, and family situation. Rather than simply saying that you want to target ‘older adults’, it’s better to be specific and target males aged 60-80 years old. Rather than targeting everyone in this group, you’ll probably want to narrow it down further. Ideally they’d have a retirement income of at least $30,000, so that they can comfortably pay for training.
Does your ideal client have a partner, kids, and grand kids? If so, there are several messages that might be effective in your marketing materials and sales pitch. You could talk about family, and how your services will give him the energy and strength to run around in the garden. Or play sports and continue to live an active life with their kids and grand kids.
The next thing to think about is your ideal client’s head space. What are they thinking? What drives them, or holds them back? If we were to pick a stereotype then we might say that he’s interested in gardening and golf. So perhaps he gets lower back pain from prolonged periods of bending over in the garden. In this case you could tailor your messaging to talk about how your training strengthens that particular area of the body, so he’ll experience less discomfort.
Of course it’s important to align your offering with your client’s goals and challenges. He may be concerned with maintaining fitness, flexibility, or balance in order to avoid falls. He may value feeling young at heart, but be worried that his body will let him down, or slow him down. So these are points that you can reference to show you understand what his needs are.
It’s also worth thinking about what your clients’ objections are likely to be. Price is likely to crop up, so it’ll be really important to educate him on the value during your pitch (so he believes that the price is worth it).
This is the final piece of the puzzle. Understanding where your ideal client hangs out will influence which marketing channels you use. So where would the client hang out in this specific example? Well it’s quite likely that he prefers to hangout out in-person rather than online (although you shouldn’t discount online entirely). He may like spending time at a nearby café, or be a member of a local bridge club.
Older adults also tend to favour Facebook over other social platforms, so it could be worth focusing some advertising there to attract this type of client. You could think about writing articles in golf or gardening magazines, to appeal to this specific client type.
Personal Training Older Clients – Marketing To Active Aging Segments
If you’d like to learn more about how to identify and target your ideal client, then check out our online course on How To Sell Personal Training. It’ll teach you the exact steps to finding profitable, long-term clients (minus the old-school, sleazy sales tactics).