Friday, November 25, 2016

How To Build Your Own Fitness Boot Camp: Targeting Your Market and Finding Your Ideal Customers

In the last post, I talked about how to establish your name and your brand for your fitness boot camp and personal training business. Today we cover how to find the ideal customers and perfect target market as a personal trainer.

Many trainers go about business in completely the wrong way. They are self-focused, rather than others-focused. Here’s what selfish trainers say to themselves, and sometimes even aloud:

“You pay me $40 and then I’ll help you.”

 “As soon as I make a bunch of money I’ll invest in my clients.”

 “I want to have everyone at my Boot Camp loving me and I want to look cool.”

 “I want everyone looking at me as the best and smartest trainer so that they want to pay me money to work out with me.”

These statements come from a selfish mentality. I hate to break it to you, but clients DON’T CARE about what you want. They don’t care about you looking cool. They don’t even care about your certifications. They don’t want to give you money and then reach their goal, they just want to reach their goal and maybe have fun in the process. Period.

The correct mindset says: I want to sincerely help other people, I am interested in other people, and I will build relationships with people first. Then I will help them, and then finally they will pay me and tell other people about me. I will give FIRST, and then I will receive.

Assuming you have the correct mindset, which puts universal laws and principles on your side, rather than against you, you can then begin to find your ideal customers.

At the outset, your target is simple. You are likely to primarily train people who live near your location and who know you, like you, and trust you.

First off, do you have people who are naturally attracted to you and asking to train with you? They are your first clients. If not, you’ll have to build this.

Next, of the people you know who want to work out with you already, who among them likes to talk and has influence over others? You will then create a referral strategy to put them on your team and they will help build the business for you.

Finally, very few people are going to drive more than 5 miles to get to your Boot Camp. Get a map of your area and find that radius. Then you are going to build your marketing and business planning around that area.

To begin with, make a list of the people who are likely to train with you. This is your asset list. There are differences depending on the trainer, and that is exactly why I asked you first who is already influenced by you and wants to work out with you. With that in mind, there is also a typical demographic that most Boot Camps are going to draw:

Customers are going to be 60% to 70% women. They are going to be middle to high income (find the median income in your city online). They are going to be between 20 and 55 years old (mostly). There will obviously be exceptions if you create a niche Boot Camp. If you are in a city that is already saturated with Boot Camps, then you can create a niche for one group, say Women Only, or New Moms, or something specific like that, and do quite well by specializing. For most areas in the US, at the time of this writing, there is plenty of opportunities to do large co-ed Boot Camps that don’t need to specialize.

Now, there is an additional list of criteria I would add for your own thought process here. Your ideal client is also someone who:

  • Has a high desire to lose weight now
  • Has disposable income and is willing to pay someone to make the change they desire
  • Does what you tell them to do from the outset, including…
  • Pays on time and shows up on time and consistently

I have to add these criteria because your ideal client is someone who does all of those things and you need to be looking for them from day one! This also means you may turn away people who don’t fit the criteria. You do want good clients, don’t you?

We are going to go into more detail on how to find and attract the right clients in the marketing section, but this is an overview to help you identify what you are looking for, and, even more importantly, what you are not looking for. You are not looking for anyone who is the opposite of what I listed. You don’t want the wishy-washy people and those who haggle over everything and don’t do what you say. You are the trainer and the coach and if they give you trouble from day one you don’t want them.

Your goal is to create a tribe of raving fans. This requires that you be selective to a degree. The right customers will love you and will attract others like them, but the wrong ones can scare other people away and make your life miserable. There are many ways to find these people, but you must know what they look like so you can call their name. Picture exactly what you want and write it down in your business plan.

Next time, we are going to start Chapter 2: How to Find and Secure the Right Locations.

Check out a proven fitness boot camp business model for you to use right here.

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