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Bull’s Eye! Targeting Your Client Market

Mass vs Targeted Marketing

For the fitness entrepreneur on a shoestring budget, marketing your business can be a daunting proposition. With dozens of other fitness providers in your area vying for the same customers, standing out in the crowd requires a savvy strategy for success. Carving out a niche market is one way to reach potential clients who might otherwise be overlooked by your competition. Rather than marketing to the masses, concentrating on a specific niche population can provide a lucrative stream of revenue that will help your business grow.


Defining Your Market

Defining your niche market will take some thoughtful planning and research. According to Inc. Magazine, you should consider specific demographics, including age, gender, income, education level, occupation and family status. Make sure that there are enough people in your area who meet your criteria, and who can benefit from your services. Whether your target niche is older adults, mothers with young children, successful professionals or overweight teenagers, defining whom you will target will help you make other important decisions about how you can reach them with your message.


Managing Your Resources

Since your fundamental resources of time, energy and money are finite, you do not want to waste them on marketing strategies that will not bear fruit. Instead of spending money on advertising in a local newspaper or magazine, consider volunteering your time to offer free fitness assessments at health fairs and other community events. Align yourself with runners’ groups or local athletic teams. Work with local schools to offer free services to students and parents. Offer free body fat assessments at your local whole foods store or restaurant. The more exposure you have in your community, the more likely you will be to generate customers.


Hitting a Bull’s Eye

The methods you use to reach potential customers should be tailored to your niche demographic. Social media may provide a productive marketing platform for certain groups, while print media may be more effective for others. Making social connections within your niche demographic can generate new business and referrals. Helping just one individual reach their goals can be your most effective marketing tool. Satisfied customers are more than happy to sing your praises and steer others in your direction.


Marketing with limited funds can be a challenge, but W.I.T.S. has helpful resources that can take some of the guesswork out of your marketing decisions. To hit your target every time, check out our online courses for fitness professionals, including Insider Secrets of Advertising and Marketing for the Successful Fitness Professional.

References and Credits

Inc: How to Define Your Target Market

*Images courtesy of

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Why Pinterest Is a Viable Channel for Your Business

Why Pinterest Is a Viable Channel for Your Business

W.I.T.S. is excited to invite Jennifer Cario to be our guest blogger this month. Jennifer will also be presenting our December Webinar Series on Social Media Marketing and Strategy. To find out more about these presentations and to register, contact


In our last post, we discussed the use of Facebook to market your business as well as strategies for cost-savings for using Facebook Ads.

As recent as last year, many professionals would roll their eyes at the thought of using Pinterest for business usage. But, with the likes of brands such as GE, Lowe’s and Nordstrom embracing the platform aggressively AND having immense success, the tide has drastically turned.

Data shows that Pinterest has more than 50 million monthly active users in the U.S. and that it’s quickly passing Twitter in terms of popularity. Still, there are skeptics since the platform has been mostly used by women. Once again, the tide is turning. In November of 2014, Michael Lopp, Pinterest’s head of engineering, revealed the company has doubled its number of male active users in the past year. He also reported that more men use Pinterest in the U.S. than the combined number of men who read Sports Illustrated and GQ magazines. This is staggering!

What does this mean for you?

As fitness professionals, these statistics should make you very excited about the opportunity before you. The Health & Fitness category on Pinterest is one of the most popular on the site. Consumers are constantly looking for exercises, healthy recipes, quick tips to build abs, tone arms, legs and countless other advice from fitness trainers and gym owners. In other words, people are hungry for the information you have at your fingertips, so what are you waiting for?

Getting Started on Pinterest

Just like with other social media channels, you need to have a plan for Pinterest that compliments your overall social strategy and your marketing efforts. Just as Facebook works in conjunction with your blogging efforts, Pinterest is the same way. Social channels should provide supplemental support to your website and blog.

Your plan for Pinterest should be direct because, as those of us who are addicted to the site know, one can get easily distracted on the platform. To avoid falling victim to the funny dog pictures or the “fool-proof” DIY pin for building your own headboard under $10, it’s wise to lay out exactly what type of boards and pins you’ll be creating and why.

Secondly, you should set up an informative profile. Yes, this seems obvious, but you’d be surprised at how many people and, sadly, businesses fail to do this. Briefly describe yourself and the services you offer as well as what visitors may find on your Pinterest board. You should also verify your website and add your other social channels to your profile.

After this, you can do some snooping. What are other fitness professionals doing? Is there a competing gym that is doing what you’d like to do on Pinterest? Research competitors, people and businesses you admire. See what they’re doing right and wrong, and then learn from them.

Now is the time to start pinning. This is where the fun begins. You can start by pinning your own content whether it’s blog posts or images you have taken or created. If you want to specifically tailor an image or manipulate an image with a blog post title, there are free tools such as PicMonkey that allow you to add special features and text that can be very eye-catching.

But, your boards and pins should not only be around your own service offerings and content. Instead, you should include related material such as recipes for foods one should eat before and after a workout, images of the right clothing for particular exercises or routines and inspirational quotes to provide encouragement for people with fitness goals. If you pin this type of content alongside your own content, you will build much stronger credibility for yourself.

The other piece to pinning and re-pinning is the opportunity to engage with your audience. Based on the trends you see and comments people make, you can chime in and communicate with current clients and potential clients. You can also create challenges through other social channels or on your blog to encourage your audience to create their own boards on a specific topic. This is a fantastic way to utilize Pinterest for your benefit, and users will enjoy participating as well.

Once you’ve implemented these steps, you then need to analyze your results. Is it working? What pins are getting the most traction? As you gather this type of information, you’ll have a broader understanding for what you need to change or ramp up going forward.

Like other social networks, Pinterest was designed to be fun and social. The added benefit today is that businesses can also use these to market themselves. However, the key is to make sure the original intent remains. Just as you have to be consistent in your workout routines, if you’re consistently social in executing your Pinterest strategy, you will see clear and successful results.

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Facebook Advertising: A Little Ad Spend Goes a Long Way

W.I.T.S. is excited to invite Jennifer Cario to be our guest blogger this month. Jennifer will also be presenting our December Webinar Series on Social Media Marketing and Strategy. To find out more about these presentations and to register, contact

As many fitness professionals are finding, Facebook is quickly becoming a natural part of their business. Whether it’s engaging with clientele, serving up fitness tips or pushing classes or specials, trainers and gym owners recognize their clients are on Facebook and want to capitalize on the opportunity.

The challenge is that, as Facebook has grown, taking advantage of this opportunity has gotten harder. Not only is Facebook itself trying to be more profitable and continuously making changes to how it operates, but also more and more businesses are competing to get in front of their part of the 1.35 billion users on the platform. This is why Facebook’s paid promotion and advertising options are becoming so enticing for businesses.

Yet, society today has associated a certain stigma with advertising. We often equate it to old-school methods, and specifically, local television commercials, used car salesmen and other very aggressive and, quite honestly, very annoying and unappealing content. But, the game of advertising has changed. It’s gotten very sophisticated and actually compelling, believe it or not. Just think about the success of the “Got Milk?” ad campaign and Super Bowl ads – this is the type of advertising we’re becoming accustomed to. It’s sleek, fun and targeted. The latter is the winning ingredient in successful advertising and is why Facebook’s options are a logical fit for businesses looking to take their endeavors to a higher level.

Making Facebook Ads Work for You

The first step in making your ads work is having the very best content. What are the most frequent questions you get asked? What specific issues do your clients face? This is the type of content you need to provide on your Facebook page. Save the seventeen ideas for using kettlebells and the daily workout soundtracks for your Pinterest or your Twitter feeds. Facebook content needs to be incredibly useful to your audience. This content could range from a series of photos of doing exercises correctly and incorrectly to recipes for foods that will help to burn the most calories.

Putting together a great piece of content and giving it a simple budget of $10-$20 can often provide a huge surge in exposure and an accompanying boost in engagement. Here are some basic facts related to Facebook ads:

  • Facebook ads can reach as many people, and most of the time, more than radio or TV ads can reach
  • The minimum ad spend is merely $1.00 per day
  • The average cost to reach 1,000 people in a magazine is $20.00. For Facebook, the average cost is $.25

What’s more, Facebook counts engagement on promoted posts toward your overall engagement score, meaning that a short-term financial boost ensures your posts are getting into the News Feed of users.

If you’re new to Facebook or simply haven’t built up the following you want, you can also use Facebook advertising to target the perfect audience for your page. Facebook’s targeting options are unparalleled, and as with boosting posts, the costs don’t have to be high. By walking step-by-step through Facebook’s self-serve advertising system, you can limit your audience by gender, age, interest and geographical area and then set a price point for your campaign. As little as $100 could make a significant difference for a local gym or trainer in getting a business up and running or taking it to a new level.

Like it or not, Facebook today is a key driver in getting people to your website, which further leads to getting them into your gym or class. Even brands such as Target see Facebook’s value by investing a hefty chunk of its more than $1 billion dollar marketing budget on Facebook alone. According to market research firm eMarketer, digital ad spend is at its highest increasing rate since 2004 and is expected to grow even further in coming years. Mobile is mostly responsible for this trend since consumers are spending more and more time on their various mobile devices. Since Facebook is a favorite pastime for many, the reason to embrace Facebook advertising for mobile speaks for itself.

While Facebook business pages can be very effective with a strong organic strategy that pushes valuable and engaging content, the marketplace has gotten much more competitive. The question now is, do you want to coast along doing the same old routine that you’ve always done to simply maintain your status, or do you want to dig a little deeper and push yourself into a new class? If you equate this to your own fitness goals, the answer is obvious.




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Facebook: Not Just for Friends!

shoestring This month we’ve been talking about marketing strategies—but specifically, how to market on a shoestring budget. As we discussed, we may not have much time or money to focus on our marketing efforts, but without at least some investment, how can we expect any return? The key is to come up with ways to market to your clients and prospective clients in a way that helps meet your business goals, while staying within your time and funding budget.


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Fitness Marketing on a Shoestring Budget

[caption id="attachment_188" align="alignnone" width="625"]Shoestring marketing is easier than you might think! You just need to have a goal and create a plan. Shoestring marketing is easier than you might think! You just need to have a goal and create a plan.[/caption]

Most fitness professionals start their mornings by getting dressed and lacing up their shoes. They live in a world dominated by sneakers rather than loafers and heels. Those shoestrings are important for more than just getting dressed for the day however; they also tend to represent just about every aspect of fitness marketing. Shoestring budgets, shoestring staffing and shoestring timelines are all part of the plan for everyone from management to trainers.


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Use Your Social Media Time and Resources Wisely!

Last blog post we shared some tips on using social media to market your business in a more effective and efficient way.

Using Hoot Suite to plan and schedule your posts was one of the most popular ideas! What an amazing time saver! I have found that with Hoot Suite (which is free and really easy to use), I can set aside an hour or two every other sunday and schedule everything that will be posted for the next two weeks! Of course, if something comes up, I can always add to the posts and schedule!!

For this post I want to focus a bit more on Facebook and using Facebook for our social media marketing strategy. Most of us are using Facebook for personal reasons–connecting with friends, But we also know that Facebook is really effective for connecting with customers. Having said that, there are things to keep in mind to make sure you’re engaging your “friends”, increasing “likes”, keeping current, and ultimately, converting Facebook friends and followers to paying customers.

We put together a short video clip from our Facebook Marketing class to best explain how to use Facebook more effectively for your marketing. Please watch and let us know what you think!! Facebook EdgeRank.wvx

Also, as the year is winding down and you are looking for new continuing education classes, plan to take advantage of our January promotions!

20% off any item in the store for Jan. promo code WITS20.

And $100 off of our new Lifestyle Fitness Coaching Online Certification


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Are You Tweeting, Posting, Following, and Friending?

My involvement in social media has snuck up on me! Sure, I used Facebook to reconnect with old friends and become more connected and involved in the lives of my friends and family. But in the past year, I’ve found myself using social media for business purposes. I’m blogging, tweeting, following, friending, tagging, and all sorts of other things that I never expected to be doing! In the beginning, it felt overwhelming, but I’ve learned a few things that have made it more manageable that I thought I’d share. I’m hoping that you will share your tips too!

1. Be strategic about what you share and where. It is tempting to want to send everything everywhere. But it may not be the best approach. Figure out where your audience “hangs-out” in the social media world and go where they are with the messages that will interest them.

2. Separate your personal social media communications from your personal ones. There’s nothing wrong with letting your business audience get to know you on a personal level, but they don’t need to see pictures of you and your friends celebrating on a Friday night or be privy to your personal information and activities, or your friends’ activities—which you can’t control.

3. Work smart and not hard. There are free, scheduling tools like Hoot Suite that will allow you to schedule all of your twitter and facebook posts ahead of time so you can be more efficient with your time and resources.

4. Keep the “end” in mind! What do you want to accomplish with your social media efforts? More clients? More revenue? Stronger relationships with current clients? If you don’t know where you are going, you won’t know how to get there—nor will you know when you’ve arrived! So set goals and monitor progress!

5. Educate yourself! I’ve spent the last few months taking classes, participating in webinars, and following what my competitors are doing with their social media! There’s a lot to learn—but like anything else— it takes time, study, and practice!

To learn more about social media and how to use the different approaches more effectively to increase business, check out W.I.T.S. new classes in Facebook Marketing, Twitter, Internet Marketing, and You Tube! They are all customized for fitness industry professionals and mentored by successful, established professionals in the field!



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Social Media Maze! Where Do I Start?


What a week! Lots of travel, met great people at the IDEA Conference, and now, my body is tired but my head is spinning and my brain is full!

Of all the ideas exchanged at the convention, I found myself engaged in more conversations about social media! Specifically, how to use social media for marketing a personal training or fitness business! What great timing considering this month’s theme! So, I thought I’d share some of the main points!

  • Social media should be an essential component of our marketing plan. You can reach your targeted audience, build relationships, and increase your visibility at NO or low cost. Did you know there are more than 900 MILLION users on Facebook? WOW!!
  • Be strategic with your social media plan. Don’t try to be EVERYWHERE! Facebook, Linkedin, Twitter, Pinterest, Instagram, and the list goes on! Identify who you want to reach, find out what social media they use, and customize your message to connect with those people.
  • Blogs are one of the most effective communication tools in internet marketing. Your blog should be the “home base” for all of your other social media messages. You can control your blog. You can customize your messages. You can demonstrate your expertise and express your personality. And, as I’m learning, they are a lot of fun to write!

This is a small sampling of the gazillion ideas shared at the conference. Many of which I also learned in our new internet marketing classes.

If you want to enter the world of internet marketing but aren’t sure where to start, I recommend taking our new course, “Use Internet Marketing to Find Personal Training Clients & Build A Business.” This class taught me the basics on internet marketing, how to use social media effectively, AND how to measure the impact my social media efforts are having on the bottom line! Basically, it taught me to work smart and not hard!

So, what are your tips for social media and internet marketing? Please share your ideas with us!

I look forward to hearing from you!


Check out our new Fitness Business Institute! We have a new catalog of sales and marketing classes designed specifically for YOU!

Call our customer service department and find out how you can earn your CECs, learn from top Fortune 500 faculty, AND save lots of money. Call (888)330-9487.

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Marketing for $1 or less! Marketing on a Shoestring!


As I talk to new professionals and even some with more experience, I hear the same thing: “I don’t have any money for marketing.” “How am I supposed to get new business and clients if I don’t have the money.” It’s a Catch-22. Without money—they feel they can’t market. Without marketing, they can’t get clients—so no money for marketing. And the cycle continues.

Through my research, experience, and conversations with successful professionals, I’ve learned that some of the best marketing strategies are the most simple, and the least expensive.

1. Build a client loyalty program. It costs a lot less money to keep a customer than to get a new one. So, take care of the clients you have. Reward them for their loyalty to you and their commitment to their own health and fitness. KEEP THEM COMING BACK!

2. Create a referral program! Word of mouth is still the most powerful marketing and advertising strategy. Reward your clients who bring you more clients! LET YOUR CLIENTS BE YOUR MARKETING DEPARTMENT!

3. Network, network, network! Every person you meet, every clerk in a store, every server who brings you food—EVERYONE IS A POTENTIAL CLIENT! Always have your business cards ready—always “look the part” of the competent fitness professional, and always communicate your passion for fitness!

4. Give to your community and get involved! I firmly believe that what we give comes back to us tenfold! Volunteer with a local charity or cause that you feel passionate about. This will increase your visibility, your network, and your list of prospective clients. And you will be doing something GOOD FOR OTHERS!

With all of the emphasis on technology, social media, and the internet I think we’ve forgotten about the basics! These simple approaches are proven to be effective and most are FREE!

So, what are your best ideas for marketing on a shoe string budget? Please share your ideas with us!

I look forward to hearing from you!



Are you going to be at the IDEA World Convention in Los Angeles August 7 – 10? If so, please stop by our booth in the exhibit hall! I’d love to meet you! Plus, we’ll be giving away FREE classes, including our marketing and business classes!

Check out our new Fitness Business Institute! We have a new catalog of sales and marketing classes designed specifically for YOU!