It can be hard to differentiate your gym or studio from the rest in a world of fitness apps, social media, and community centers. But there are many ways that you can set yourself apart from other fitness businesses. Here are some ideas:
Have an inspirational message
The first thing to remember is that your message should resonate with your clients. A good example is the "Be Your Best Self" campaign, which was launched in 2017. The company wanted to inspire people through its products and services, so they created a campaign around this theme with the message: "Find what makes you happy and go after it."
Another way to create an inspirational message is by using stories from people who have been inspired by your business or brand before them. This can be done in many different ways--from creating videos about those stories on social media platforms like YouTube or Instagram Stories, or creating content like blog posts about these individuals' experiences with fitness businesses like yours (or even just their own personal journey).
Offer personal training
Personal training is a great way to differentiate your business. It can also be expensive, so finding a way to make it affordable for your clients is important. You'll want to ensure you have a good reputation in the fitness industry and that people know what they are paying for when they hire you as their trainer.
Be a resource in the community
- Offer free fitness classes to local schools.
- Offer free fitness classes to local community groups.
- Offer free fitness classes to senior centers in your area, especially if they have an elderly population or someone recovering from surgery or illness who could benefit from exercise-related therapies like yoga and tai chi.
- If there are homeless shelters near you, offer them free fitness classes, too! This will help build better health in the community and give people who might not be able to afford a membership at your gym another option for staying active and healthy (while also helping them out).
Offer nutrition counseling
Nutrition counseling can help you to help your clients. Nutrition counseling effectively reduces the risk of heart disease, diabetes, and other conditions that may be caused by poor diet and lack of exercise. It also helps people who want to lose weight or maintain a healthy weight loss plan stay motivated by providing personalized advice on how to eat better while still enjoying their favorite foods.
While many trainers offer nutritional advice as part of their services, few are trained as registered dietitians or nutritionists--a credential that requires years' worth of training in human nutrition and food science (it's not just about knowing which foods are good for you!). If this is something that interests you but doesn't seem like it will fit into your current business model (or if it's too expensive), consider joining forces with a trainer who has experience working with clients on their diets: In addition to helping each other attract new clients, this partnership could provide opportunities for cross-promotion within each other's networks and referrals from existing ones!
Offer classes open to all ages and abilities
Offer classes open to all ages and abilities.
Offering a fitness class open to all ages and abilities is a great way to differentiate your business from the competition. This can be as simple as offering one class per week that is non-competitive, non-judgmental, and welcoming for everyone who wants to participate. If you're unsure about what type of exercise equipment or space would work best for this program, consider consulting with a physical therapist or another medical professional specializing in rehabilitation therapies (e.g., occupational therapists).
Offer a variety of fitness classes that appeal to different interests and demographics
Offering different types of fitness classes is a great way to differentiate your business and appeal to a wider range of people. The more you can offer, the better! You might think, "But my gym already has yoga, cycle class, and boot camp." That's great! But it's not enough. There are so many different interests out there--and we don't all have the same ones. If you want to stand out from your competitors and attract more clients who might not otherwise come through your doors (or open their wallets), try these ideas:
- Offer something that appeals specifically to older adults or seniors (elderly). This could include chair yoga or tai chi classes; however, you choose to do it is up to you!
- Offer something that appeals specifically across genders (male vs. female). This could include functional fitness for Men vs. functional fitness For Women (or vice versa), dance fitness taught by women instructors only...the possibilities are endless here!
Differentiating Your Business: Why It Matters for You and Your Clients
Finding the best way to make your business stand out is key to its success and your clients' well-being. Differentiating your offerings helps you stand out from the competition and strengthens your business's overall health. It also benefits your clients, as studies show that individuals who feel distinct tend to be more optimistic and experience less depression or anxiety. They often report fewer physical symptoms, like headaches or stomachaches, and enjoy better mental health overall.
Conclusion
We hope this post has given you some inspiration for how to differentiate your fitness business. Remember, there are no right or wrong answers--you just need to find what works best for you and your clients!
