For many fitness professionals diving into the digital realm, defining who to target can be daunting. You may be accustomed to helping a wide range of clients in a physical gym setting. However, when it comes to online fitness coaching, focusing on a specific group can make your marketing strategy more effective.

Fitness marketing agencies often stress the importance of establishing your niche or target market. You've probably heard these terms before: avatar, dream client, or target market. They all refer to the same concept—you should be marketing to one specific group of people.

Why? Because when you try to talk to everyone, your message gets lost in the noise. It's vital to avoid becoming overwhelming or generic, which is a common pitfall fitness professionals may fall into when first attempting fitness business marketing.

Being Known for One Thing

It's easy to be afraid of excluding potential clients, especially given the diverse clientele you may have served in the past. However, focusing on a specific group does not mean you won't accept business from others. What it does mean is that your messaging is tailored to one specific group.

Take for example my past online program, Project Dad bod. Even though it was marketed specifically towards dads, only about 50% of my clients were actually dads. The rest were a mix of college students, high school athletes, women wanting to participate in bikini competitions, and more. Despite their diverse backgrounds, they all resonated with my marketing because they had similar lifestyle factors or needs.

The people you follow online, too, are likely known for something specific. They have a distinctive brand and offer that stands out. This is the result of effective fitness marketing services, and something you should aspire to achieve as well.

Finding Clarity Through Two Simple Questions

This brings us to the two fundamental questions that can help you gain clarity in your fitness business marketing. These questions will give you a general direction for your marketing strategy, setting you on the right track. As you progress, you'll learn more about your clientele and further narrow down your niche.

Question 1: Who is Your Favorite Client?

Think about your favorite client or someone you’ve worked with in the past. What made them your favorite? Consider their goals, their personality, their energy. Was it their enthusiasm? Their dedication? The style of programming they liked?

Write down these characteristics—everything from their career and personality to the goals they had and the results you achieved for them. These details will help you understand the type of client you enjoy working with the most.

Question 2: What Goals Excite You the Most?

What type of client goals make you feel excited and confident that you can help them achieve outstanding results? Are you passionate about helping clients improve their running times, recover from a post-op ACL injury, or undergo a massive weight loss transformation?

Identifying the goals that fire you up will help you connect with a target audience that aligns with your passions and expertise.

Wrapping Up

When you combine your passion for the clients you work with and the results you achieve, your work becomes more enjoyable and fulfilling. Remember, you are not excluding anyone with your messaging—you are simply aligning your fitness marketing company's services with those who will most resonate with and benefit from them.

Take the time to reflect on these two questions and write down your answers. This exercise can provide immense clarity on the direction you should head in your online fitness coaching business. Whether you are just starting or considering a pivot, understanding your ideal client is crucial.

Remember, even the most successful fitness marketing agencies often reassess their target audience. I encourage you to revisit these questions periodically and adjust your marketing strategy accordingly, always striving to improve and better serve your clients. Let these insights from a certified StoryBrand guide empower your journey in the fitness industry. Good luck, and here’s to your success in health and fitness marketing!