Over the last few weeks, hoards of fitness professionals have moved classes online, even the industries biggest brands are holding free workouts and consumers are spoilt for choice. Amazing for us, less so for self-employed instructors fighting to maintain a salary over the weeks ahead. So we’re here to share our ideas on how to make your online fitness business stand out and ensure you come out stronger the other side.
The three strategies below are methods which have stood the test of time and you can be sure that putting them in place now will help you navigate all the uncertainty that lies ahead. They’re not as you might expect a list of quick easy wins (although we’ve included a few of these at the end), but if there’s one piece of advice we could give it is this: now is not the time to be thinking in the short term. So buckle up, get your head down and see how you can apply these ideas for your business!
1. Deliver more value than your competition:
There are currently thousands of people searching for online fitness content and whilst it’s tempting to start marketing to the masses, our advice is to focus in on your existing client base now, more than ever before. Why? You’ve already spent time building these relationships and they’re the people most likely to be at your classroom door when normal life resumes, so focus on how else can you serve them now.
Where to start: What value can you offer your clients that anyone who doesn’t know them can’t? Can you create personalised content based on challenges or injuries you know they have? Or classes using make shift home equipment to replace the things you know they enjoy using in your classes?
Tip: Don’t rely on your clients seeing you on social media, make sure you’re using those emails and phone numbers to send them the content you’re making.
2. YOU are your own unique selling point:
Just like brands, every person is different. You have your own set of values and unique vision which determines the way you run your classes. But are you clear on what yours is? If not, now is the time to figure it out – what is it that makes you unique as an instructor and how can you use that to your advantage right now?
Where to start: What can you offer that other teachers can’t? Do you have experience or qualifications others don’t? Are you able to teach different age or ability groups? What experience do you have away from the fitness industry that you can use? Or is there something you’ve always wanted to trial teaching in your classes that the studio didn’t have an appetite for?
Tip: Now is the time to pull those skeletons out the closet and think creatively. And if using them makes what you’re offering a bit different – then GREAT!
3. Don’t scrimp on your brand:
It might seem like now is the time to be pouring ALL your effort into creating more content, but one thing you can’t afford to push aside is your branding. Take extra time with all your posts and communications to make sure they’re visually striking, stand out in tone and show personality. Consider your brand the equivalent to a shop window display, it gives you the biggest opportunity to turn heads away from your competition.
Where to start: If you don’t already have business or personal branding don’t worry, now is the perfect time to start. It might sound like a Goliath task, but starting small is fine. The key things you need are a logo, font, colour scheme and a short snappy description of what you offer and why it benefits your customers. Once you’ve got these, explore tools like canva to inject some life into your comms.
Tip: We’ll follow up shortly with a full post about how to create your brand – watch this space.
Shorter Term Wins:
Once you’ve worked your way through the exercises above, try some of these shorter term solutions to help your fitness business stand out:
1. Create courses not classes – with most others focused on single classes, think longer term and help your clients achieve specific goals with courses which progress in difficulty that you can sell as a package. If you’re qualified to teach children, family packs could be a saviour for parents with kids at home right now.
2. Donation based classes – lots of us want to help our local community at the moment, so why not find a local cause and hold a donation based online class. People will share this with friends and you’ll engage new clients naturally.
3. Find new partnerships – be creative in thinking of new opportunities, are there people you’d like to team up with to create a unique offering, or brands you use at home who you could partner and create authentic content for? Think outside the box here, don’t go for the usual activewear or food and supplement brands, think furniture, interiors, gadgets.
4. Voice over video – not everyone wants to follow a video based workout, for those already familiar with your classes try creating an audio file they can use for cues rather than follow on screen.
Help your online fitness business stand out and keep receiving marketing and brand ideas when you sign up to Traina.