How to grow your health and fitness business

We look at ways you can promote your business and generate leads.

Brand matters

In many ways your brand is your business. Not only is it your identity, it speaks of what your business does, stands for and sells. That’s why it’s important to invest time and talent in developing a brand that is professional and truly representative of your business philosophy and values.

It’s a point that rings true for Jacinta Younan, owner of Oneness Personal Training, a Sydney-based outdoor personal training service that specialises in thinking about training and health holistically and in the context of an individual’s overall life.

“My marketing really begins with my branding and everything that my business stands for,” explains Younan. “As a personal trainer and wellness coach it is so important to differentiate yourself in such a competitive market. My brand stands for something very personal to me so it is easy for me to be authentic with my clients. I take a very holistic approach to training and I ensure that shows through in all my interactions with clients.”

Consider the key qualities of your business and your points of difference and communicate these through your branding, for example, the diversity of your qualifications or a unique philosophy or your training style.

Also ensure you match the look and feel of your brand to the audience you are targeting. If you offer group training sessions to new mums, or 1:1 hard core training for budding triathletes, your brand should reflect that.

To market

With a strong brand in place the next step is to promote your health and fitness business well. There are various ways you can market your business, including:

• Creating an online presence for your business with a website and being listed on Google My Business.
• Circulating flyers in the suburbs you will be offering your services.
• Advertising in local print media, such as the newspaper, and online publications, such as health and fitness titles.
• Creating social media properties for your business. Instagram is a great visual medium, while Facebook allows you to connect and converse with the people following your business. Advertising on social media can also help grow your online community and lead to new clients.
• Create your own content. From writing blogs to creating videos, both are outlets for sharing news, tips and expertise with clients. They can also be distributed through e-newsletters and on social media.
• If you’re launching a new business, running a short, one-off promotion on a deal site, such as Groupon or Scoopon, may help you kickstart your client database.

Growing your client base

Another way to grow your client base is to encourage referrals among your existing clients. One way to do this is to set up a referral scheme whereby a new client can trial your services for free or at a reduced rate, and the client who referred you is also awarded with the same offer. For example, if you’re a yoga teacher, offer both the prospective client and existing client a free class.

Based on her own experiences, Younan says new leads have largely been generated through referrals and by utilising her personal network in Sydney.  “There is never a shortage of people who need and are looking for your services, it’s just about opening up the channels for these people to find you. One of your biggest advantages as a trainer is your clients can be a walking, talking advertisement for you. Focus on giving your existing clients a good service and that will enable you to generate more leads with potential clients.”