Know your target market, and grow your fitness business
In this post we look at how you to understand and profile your target market
If you were asked, ‘who should join your fitness studio?’, what would you say? Would you reach for the default answer of ‘anyone who wants to get fit’, or are you a little more focused when it comes to your customers?
If you are focused on who your customers are that’s great! If you’re not, you may want to take a moment to think about this in a little more detail. Successful marketing relies on understanding your target customer, which in turn will grow your business, build a community, and save you money.
Here are 6 steps that will help you to discover your target customer…
1. What problems are you solving?
As a starting point, you need to understand exactly what problems you can solve for your target market. As a professional fitness business, you will have all the skills to help a wide range of people, but if you can narrow your services to help resolve a specific problem, you will find that you will attract similar types of clients. Focusing on one or two problems that you can help with will enable you to not only help focus your marketing message but will also help you to build a community of like-minded individuals. This is an important step to building a strong foundation for your business, if you can create your own community, your businesses will become more than just a place to workout.
2. Which customers will benefit from your services?
Now that you understand the problems you’re going to solve, think about the type of customer that will benefit from your skills. When marketing your fitness business you need to ask yourself:
1. What type of person will benefit from the problems you can solve?
2. Who will gain from you helping them with their issues?
Understanding these two questions will then enable you to construct your marketing messages to focus on only those people that really will benefit from your services.
3. Use existing data
Use your GO Retrieve fitness software to help you to understand your existing customers. Whilst you will have a feel for your customer type, your booking fitness software will allow you to ‘see’ a wide range of data that will really help you. Make sure your customers keep their profiles updated, this will allow you to segment your clients; male and female, age groups, geographical locations and so on.
4. Think about owning a niche
You may not realise it, but with the convenience of your website, social media and video sites, you can just about reach anyone with your very own message. This means that, even though you may have just started your fitness business, you can now leverage the Internet to your full advantage and compete directly with your competition.
Your message is your route to owning your niche market, you can now think about talking directly to:
Targeted groups – men, women, parents, people with specific interests
Targeted geographical locations – Facebook is great for targeting specific local areas
5. Picture your ideal customer
Armed with the information that you have collected, it’s now time to picture your ideal client. Make a list of their estimated income, where they live, their job type, are they married, do they have children, are they stay-at-home parents, their age group, are they predominantly male or female? The more you can profile your clients the better you can market your services. For example, if most of your clients are stay at home parents with young children in nursery, this will help you with your marketing messages, as well as your class times.
6. Know your competitors
Now you have profiled your ideal client you need to look at what else is available in your area, it’s time to look at the competition. Knowing your competitors, and what they do, will help you to craft your own marketing material. You need to understand how you differ from the competition, what makes you unique, and why customers should come to you.
Lee co-founded GO Retrieve in 2016. He is the Managing Director and principle visionary, with a passion and drive to help fitness professionals to grow their business and free their time.
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Custom Branded Mobile App
Promote your brand with your very own custom-branded mobile app available for IOS and Android. A great way to keep your brand in front of your clients, allowing them to book and pay for all your classes, appointments and workshops.
Engage and re-engage
Send automated and targeted push notifications to remind your clients of upcoming classes and events. Automatically re-engage with clients that have stopped booking with personalised “we miss you” messages, and automatically send ‘Happy Birthday’ messages with a free class if you’re feeling generous.
Online booking and secure payments for your classes, appointments, and workshops any time of the day or night, purchase automatically recurring memberships, single and multiple class passes.
Keep your classes full
With online booking and real-time scheduling, your clients can book your classes on the go, and when a class becomes full they can add themselves to your class waiting list, which automatically notifies clients when a space becomes available.
Create unlimited bespoke memberships with full class and appointment flexibility, and automatic recurring payment collections with a click of a button.
Staff Check-in app
Provide your staff with their own check-in registers, giving them instant access to the clients attending their classes with access to clients emergency contact details and health information.