Coming in to my 5th year as a full time Goodlife personal trainer (PT), you could call me a veteran. I have proven statistics wrong and lasted longer than the 3-6 month average. My journey so far has witnessed a spiralling effect of “rookie” personal trainer’s swing in and out in record time under their contractual agreements.
By far the biggest mistake personal trainers make in their marketing is not having a clearly defined target market.
Trainers typically think that their logo, their business cards, or where they post their leaflets and flyers will have the biggest impact on their success. The truth is, none of that matters a great deal if you have your target market (your “avatar”) nailed down.
I…..was a personal trainer! I had done the study and passed the exams. I had the certificates. I had the new Nikes. I had the new little business card with my name on it and I had the picture in my mind of ‘how it was going to be’!
There are so many things to think about when starting your career as a personal trainer:
Do you specialise in a specific area, or just coach general population clients?
What continuing education certifications should you do?
Is there any need for a mentor or business coach, or can you learn everything online and from books?
And the biggie – should you look for employed work, or start out on your own?
I’ve done both.
Learning how to run a business is equally important as learning how to become an excellent trainer.
I worked solely on becoming a better trainer for 3 years straight. Unfortunately at the end of the day, my business was still failing because I didn’t know how to run it.