FILEX PRESENTER
CEC
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ARTICLES
DIFFERENTIATE TO DOMINATE
FOUR STEPS TO STANDING
OUT AS THE LEADING OPTION
IN YOUR MARKET
However great a trainer you may be, you will face competition from other great
trainers. To stand out you must identify your ideal clients and market your unique
differences to them, writes fitness business consultant Billy Polson.
et’s assume that you are a
typical customer in your market
and that you are looking for help
with losing weight and getting
back into a consistent routine with a
workout program. You decide to go online
and begin searching through the options
for fitness businesses to help you achieve
your objectives.
First, you search for ‘personal trainers
near me’ and a couple of hundred listings
come up. Realising that this is going to be a
little more work than you had expected, you
select a review site from the search results,
hoping to find some clarity around the
leading options. Instead, this review site lists
a hundred new choices, with many of those
being paid ads. Starting to feel overwhelmed,
you change gears and decide to look for
a ‘group fitness class’ instead, having no
idea that you have just stepped into an even
L
deeper rabbit hole of alternatives. Much
less, if you dare to include ‘gyms’ or ‘home
workouts’ in your search criteria! Any one of
us would give up at that point.
This fast-paced industry of ours is
quickly becoming saturated with a multitude
of fitness business options of all types, and
the number of players in the market is ever
increasing. The brands that do the best job
of differentiating their services will be the
ones that rise to the top. By following the
four steps below, you can ensure that your
fitness business is a standout member of
this leader board.
STEP 1. Define your client and
product
First, you must have a clear understanding
of the target customer your business will
THE QUICK READ
• Clearly define the specifics of your
product offering in relation to the
leading goals for your target
customer
• Research your competitors in order
to optimally position your brand
within your market
• Bravely define your most valuable
differentiators in order to standout
within your market
• Calibrate your current brand and
marketing in order to make the best
use of your differentiators in
connecting with your ideal clients.
NETWORK AUTUMN 2020 | 13