You’ve seen it before—a life where you can make money coaching others in health and wellness.
You were probably daydreaming about it in your Tuesday meetings for the last couple months, or maybe it just came to you last week in the shower. Whatever the circumstances, you’re done with the hypothetical, you want to make it reality.
We know the feeling.
Our founder Amanda Nighbert, was there not long ago. As a nutritionist and health coach, she wanted to find a way to turn her passionate side gig into a full-fledged, benjamin-stacking hustle. And she did just that, going from one-on-one training, to running a scaled group training program that stacked 7 figures.
Sounds like we’re bragging? We get pretty excited about hard work.
Over that time, we’ve done some serious reps when it comes to building a health and fitness business from the ground up. With that, has come some knowledge that we think can help other trainers, coaches, doctors, therapists, and you.
So we made this three-part series that gives you well-seasoned advice and actionable tips on how to start, run, and grow a profitable health and fitness business.
To kick us off, we are starting with finding your niche—write that down.
By the end of this read, you’ll know how to pick the right fitness niche, find your ideal client, and identify how you can stand out. Sound like a plan? Let’s get into it….
Before we do, let’s make sure we’re on the same page.
Why is finding a niche so important for building your health and fitness brand?
The health and fitness industry is exploding. Since 2012, the number of personal trainers in the U.S. has increased by 21%. As it turns out, there’s over 500,000 other people who practice wellness professionally. To cap it off, the health and fitness industry has an estimated global value of $4.5 trillion—that’s twelve zeros in case you were wondering.
Competition in the industry is getting thicker and thicker. If you want to grow a bigger business, you’re going to have to focus on a smaller, more niche market.
While it may seem counterintuitive, shrinking your focus on a smaller audience will actually allow your business to grow larger.
Simplify to amplify.
By narrowing your business’ focus to a smaller focal point, you’ll be able to penetrate your market, truly meet their specific needs, and create something of actual value that will draw in more loyal, paying clients.
Now, let’s bring this concept down to the real world, and more specifically, your fitness business.
Who should you focus on and how can you pick your niche?
Picking your niche market is easier said than done. So we’ve laid out a path that’ll guide you to a profitable market you’ll be passionate to meet.
1. Identify areas of opportunity that align with your interests and skills.
The first step in finding the right niche is to be honest with yourself.
Think about your areas of interest and how these interests can be offered as a service. Think realistically about the five, eight, or ten hours of each workday. Which areas of focus would make your heart light up for that time? Which ones sound miserable and monotonous?
In the health and fitness world, there are innumerable areas you can focus on and many ways you can earn money. The key is finding one where you actually want to put in the hard required work thrive. Focus on what brings you to life and what you could do all day long.
2. Find the clients that you can serve best.
This second step is just as important, more important actually, than the first.
Look and the market honestly, and identify places where your skills and passion can benefit a specific group of people. It’s easy to stamp our own interests and passions onto others in the beginning, rather than focusing on their needs. You will always be able to find a niche that blends your solution with a potential client’s problem—you just have to look hard enough.
Be mindful of those you are deeply driven to serve. Why? It makes working your ass off that much better when you feel for the people you’re working with.
Maybe you’ve experienced an injury or struggled with working out in the past, and now you have the chance to come alongside someone else who is in the same place.
3. Look out for any underserved markets you can reach.
During your search process, you will come across specific groups that have been untouched by the professional world.
For example, you may notice that there are plenty of yoga classes for all ages available, but there’s a need for advanced yoga classes tailored toward people over 60. Maybe there’s a large population of personal trainers in your area, but few have the knowledge to guide pregnant women through safe workout routines.
These underserved markets can make for great business opportunities, given that they align with your own personal interests and passions.
Now that you’ve built the foundation for your niche, you need to add the most important part—you know, the part that’s going to take your health and fitness business up another level.
Differentiation determines direction.
If you already have a few clients, the answer is right in front of you—double down on what you are doing now.
If you’re new to the health and fitness game, differentiation doesn’t have to be something crazy. It might be something simple like focusing on moms who need meal plans that work for a whole family, or high school athletes coming back from injury that need strength training. It might require some outside-the-box thinking, but that’s where you’ll find the essence of your brand.
Analyzing your current market and what responds well will help you understand how you can meet needs better than any of your competitors. Then, you can innovate your services and maximize your energy and efforts to meet these deeper market needs and earn the spot at the top of your niche.
Getting to the top is more about character than competition.
When we get stuck in a hyper-competitive mindset, we focus too much on everyone else and not enough on us. The result is a serious lack of brand differentiation and reach.
Approach your clients and develop your brand with self-honesty.
Rather than shining a light on your personal achievements, shine it out to others. Show them how you relate to their challenges, and how you can be of service. This will make all the difference.
Let’s have another business meeting next week!
Next week, we’ll be releasing Part 2 of this three-part series, where we’ll give you more insider’s advice on how to run your own health and fitness business.
In the meantime, we’d love to hear and learn from you. What’s happening in your business journey? What challenges are you facing today? What’s the next step to scaling your health and fitness business?
If you’re looking to get your hands on more fruitful content, sign up for our SPRNG Training and tap into the tips we share every week.