insights for success

This goes hand in hand with understanding your target market and knowing what specifically appeals to them.

I know it might sound counterintuitive because, when you think about building a solid business, the instinct is to go broad and go big— some try and appeal to everyone from athletes to grandmas. But it's proven time and time again that the magic happens when you narrow down your focus.

Think about it. Online, in the business world, and especially in the fitness industry, generalists are everywhere. You see tons of people offering generic weight loss services without any real hook or angle. They don’t have a unique selling proposition (USP) that makes them stand out. They’re just one of many. But when you laser your focus on a specific niche, you’re not shrinking your market—you’re actually becoming more valuable to a smaller, more dedicated group. And remember, we’re talking about the internet here—a global marketplace with millions of potential clients, your people are out there and deciding to cater to them specifically lets you serve them better than anyone else.

A specialist focuses on a particular niche, and because of that, they’re seen as more valuable. They’ve sharpened their expertise in a specific area, and that makes them the go-to person when someone is looking for that exact thing. It’s like the difference between a general practitioner and a heart surgeon. Who do you think is going to command more respect (and higher fees) when someone has a heart problem? The same concept applies here.

So, what’s your Unique Selling Proposition (USP)? This is what makes you different from all the other fitness coaches out there. It’s what gives potential clients a compelling reason to choose you over anyone else. For example, a USP could be something like, “Discover your full potential with our signature HIIT method: fast, effective 20-minute workouts designed to maximize fat burn and muscle gain, perfect for busy professionals looking to get fit without spending hours at the gym.”
See what’s happening here? You’re not just saying you offer HIIT classes; you’re saying you have a signature HIIT method that’s both effective and time-efficient, specifically tailored for those with hectic schedules. You’re giving people a clear reason to choose you because you’re promising a specific result—rapid fitness improvement in a short amount of time—while catering to the needs of a time-strapped audience.

On the other hand, there’s your Unique Value Proposition (UVP), which is a bit broader. Your UVP explains what overall value you’re bringing to the table. It might be something like, “Our fitness programs don’t just focus on workouts; we’re dedicated to transforming your entire well-being.” Here, you’re not just talking about the exercise itself; you’re positioning your business as a holistic approach to fitness, appealing to people who want more than just physical results—they want a lifestyle change.

Here are a few more examples of USPs in the fitness industry to get you thinking:

1. “Personalised Pilates for Busy Moms: Get Fit While the Kids Nap”: This USP targets a very specific group with a unique problem—moms who have limited time and need quick, effective workouts.

2. “Rehab-Focused Strength Training for Post-Injury Recovery”: This targets clients who are recovering from injuries and looking for specialised strength training that supports their rehab process.

3. “Virtual Bootcamp for Digital Remote Worker: Stay Fit Anywhere in the World”: This appeals to people who travel a lot or don’t have a consistent gym location but want to maintain a high fitness level.

4. “Mind-Body Fitness for Over 50s: Yoga and Strength Training to Stay Active and Energised”: This targets older adults who are interested in maintaining both physical and mental health.

So, don’t be afraid to carve out your niche and really own it. It’ll help to make your marketing easier because you can speak directly to your ideal client’s pain points and desires, rather than trying to be everything to everyone.