The Power of Focus

The personal training industry has evolved dramatically since it formally began over 25 years ago. It originally was based on, and had its roots in, body building. Now, personal trainers have their choice of specialties and niche markets. For example, there are sport-specific training, medical exercise, seniors, over 40 baby boomers, etc. This has created numerous opportunities for trainers, which didn’t exist 20 years ago.

Many trainers have taken advantage of this, and have been successful at building a lucrative training business. Unfortunately, the majority of trainers have not been able to seize these opportunities to create a profitable business for themselves. According to the U.S. Department of Labor, the average salary of a trainer is between $30 – $40k per year. There are many factors that contribute to this which are out of our control. But there are many other factors that are within our control. With a little bit of business know-how, marketing basics, common sense, and most importantly a plan, a trainer can easily generate a six figure income.

I have owned my own personal training business since 2001. I have done in-home training and have worked at numerous health clubs for years before deciding to take the plunge and open my studio. I have seen it all, and have made every mistake a business owner can make. Starting out, like most trainers, I had a lot of enthusiasm, but very little guidance. I have the scars on my back to prove it! My goal is to help trainers avoid the mistakes that I’ve made over the years, such as two of the most common I illustrate below.

In addition to the specialties and niche markets I mentioned earlier, there is also a wide variety of equipment and modalities to choose from to train clients. One of the biggest mistakes I made early on was to try and take advantage of ALL of this, and try to create my own “new and unique” workout experience for ALL of my clients. EVERYBODY got to use the Bosu and do walking lunges. I departed from what I consider to be the “new” #1 rule of growing a training business in this current environment – it’s called the ability to FOCUS!

The above example illustrates two common mistakes. One is assuming that one modality, or training system, is appropriate for everyone. Two, is focusing on more than one client demographic. Focusing on one or two client demographics, such as women over 40, or overweight teens, has several advantages. For example, marketing to a specific group is much easier and effective than taking a shotgun approach and marketing to everyone with two arms and two legs!! In this environment, where competition is fierce, it is imperative to focus and become an expert in a particular market or demographic. Without it, your business will not grow.

The personal training industry continues to grow and can help you achieve your financial goals. But it will take a new approach and new strategies.

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