How Any Personal Trainer Can Outperform Competitors
What differentiates you from every other personal trainer?
And why should a potential client choose to work with you?
You probably already know that the personal training industry is an ultra-competitive space…
As a result, it’s more difficult than ever to stand out from the crowd and make a name for yourself.
But setting yourself apart from the pack should always be a priority if you’re looking to fill up your diary with clients, and ultimately, earn more money.
These 5 tips below, that any personal trainer can try out, show you how…
First things first…
Before we get into the 5 tips that will give you an edge over your competitors on the gym floor, it’s important you understand how to give your client maximum value.
Why? So they can confidently say they’re getting the best possible return on their investment when they part with their money.
Your potential clients, whether they’re stay-at-home mums or professional athletes, don't solely care about the price.
They’re seeking results and the prestige that comes with working with the best. As a personal trainer, your role is to provide that value.
Here’s a little example. Why would anyone in their right mind pay £2,000 for a Rolex watch, when they can get a £15 watch that does the ‘same’ job?
Because the Rolex exudes a certain level of perceived value, looks great, and makes them feel a certain way. Clients care just as much about value as they do about price.
Now onto the 5 tips that will give you an edge over your competitors…
1. See what you’re up against.
Start by conducting a thorough competitor analysis in your local area. Explore what makes personal trainers around you stand out and see how they’ve built their client base. What service do they offer? What results are they getting? Are they known for being consistently motivational and positive? Are they good listeners? Or do they have the ability to explain ‘complicated’ fitness concepts in a way which is easy to digest? Once you’ve done that, see how much of that you can apply to your approach. It’s important not to directly copy other trainers. Be authentic, but be open to try new things that work well for others. The goal isn’t to replicate – but to enhance your skillset based on what works well for other trainers.
2. Know what your client wants.
Building strong client-trainer relationships based on trust and understanding will set you apart. It’s a part of the job we see plenty of personal trainers completely neglect. The best advice we can give, is that you pay close attention to your clients and what they want to achieve. Empathy is a powerful tool in personal training. If a client's training sessions are their only escape from a hectic life, create a positive, stress-relieving environment. If another client wants to be pushed to their absolute limits, structure workouts to align with their goals. The only way you can do this is by getting to know your client well. Build a partnership. Regularly check in to ensure your approach to training and nutrition aligns with what they want to get out of their plan. Open lines of communication make it easier to adapt your programs as and when necessary.
3. Demonstrate your expertise.
Your expertise is perceived differently by each client. Some clients may appreciate a trainer who can break down the "why" behind each exercise, while others prefer to trust your guidance without delving into the details. Be versatile in your approach, offering explanations and justifications when needed and simplifying instructions when that's what a client prefers. Find what works best with your clients. For example, this might include offering coaching demonstrations, producing online articles or videos that explain fitness concepts that your clients can try in their own time. By making your expertise digestible and easy to understand, you ensure that clients can perceive your value in a manner that resonates with them.
4. Find your niche.
Instead of trying to be a jack-of-all-trades, focus on a specific area within fitness where you can excel and work out what your ideal client looks like. This might be sports-specific training, postnatal fitness, or weight management for specific age groups. Specialisation helps you stand out because you become the go-to expert in that particular niche. When you've created a niche, you essentially eliminate competition because you've carved out your unique market. Clients seeking expertise in that niche will naturally gravitate towards you. It's much easier to differentiate yourself as a specialist than as a generalist, especially where competition is fierce.
5. Prove you can get results.
At the core of personal training is the ability to deliver results to your clients. Your reputation and success will hinge on the outcomes you help your clients achieve. This success is what will drive your business growth. Achieving consistent results takes time, patience, and persistence. Be unwavering in your dedication to your clients and your own professional growth. Keep honing your skills and staying current with the latest fitness trends and research. By implementing these strategies, you can differentiate yourself, provide exceptional value to all your clients, and leave them thrilled with their results.
Remember, it's not just about offering fitness training; it's about creating an exceptional and personalised fitness experience.