At the time of writing this article, the US Bureau of Labor Statistics states that there are nearly 360,000 fitness trainers and instructors in the United States alone. They estimate the job outlook for the next 10 years is increasing much faster than other industries. Why is this the case?
There are many reasons that could play into this current (and anticipated) increase in trainers and coaches. However, I’ll save my thoughts on that for another day. Today, I want to address one of the most talked-about barriers to entry: Competition.
I often speak with folks who are interested in becoming fitness trainers and coaches, but they are hesitant because of the growing number of professionals in the industry. I would like to share three strategies to help you overcome this mindset and focus more on how you can help others. There is an abundance of work out there – let’s get to it.
Shift Your Mindset
The first strategy sounds simple, but it is the most important. Focus on shifting your mindset from “There’s too many coaches out there.. How can I compete?” to “I am destined to do this and I will find a way, regardless.”
There’s a good reason why the US Bureau of Labor Statistics projects fitness trainers and coaches to increase in numbers over the next 10 years: We are needed! With both adult and adolescent obesity at an all-time high, people need our help. Coaches build plans, answer personal questions, motivate and hold their clients accountable. If you are passionate about having an impact, trust me, you can find people to help.
Develop Your Strategy (Be Specific)
One of my mentors gave me an incredible piece of advice when I was younger: “Don’t simply focus on being better than your competitors; focus on how you are different.”
They say there are riches in niches – this means that specificity is absolutely key in finding a loyal customer base. When we opened our first gym, we planned to help everyone that we could. How stupid. We had no target audience, no camaraderie, and no brand identity as a gym. We quickly realized that our goal was too broad and we focused in on a very specific population. This led to better marketing, more systemized sales processes, a greater expertise in what our clients wanted, and the best possible service we could provide. If you want to help middle age women, you better rethink your strategy. You may consider helping 35-45 year old women who have kids and were previously athletes in their youth who are looking to get stronger. Strategize and be granular about the specifics.
Ask Your Clients for Help
Again, this topic will require another separate blog to dive into the details, but your clients want to help you. They want to reciprocate and support you for providing outstanding services. Referrals are an incredible way to build your business. When you develop loyal patrons, they are some of your best advocates.
Here’s how to start the conversation: “(Insert Client Name), as you know, I am committed to helping others reach their health and fitness goals. It is my mission to impact as many people as I can. In order to develop my business further, I rely on clients like yourself to refer friends, family, and loved ones. Is there anyone in your life who I may be able to help? If so, I would love to connect with them.”
The best thing about this article is that I’m not even going to charge for it. However, the above message to your clients can change the entire landscape of your training/coaching business if you implement it correctly.
At the end of the day, I encourage you to incorporate an abundance mindset. I found that when I started believing that clients were drawn to me, I was right! There is no shortage of people in this world who could use (or need) your help/services. Standing out among your peers isn’t as complicated as we sometimes make it seem. Believe in your work, be very specific about who you want to help, and let your business build your business.