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Niche Marketing: Make More Money and Beat the Competition!

Business is Booming

The demand for fitness services has been growing steadily since the 1950s, and it is now a multi-billion dollar industry, with a projected jobs growth of eight percent by the year 2024, according to the U.S. Bureau of Labor Statistics. While this is a good time to work in the fitness industry, the competition is becoming fierce, and setting yourself apart as a fitness practitioner is a challenge. If you want to be recognized as a top notch trainer or instructor, the key is to set yourself apart as an expert in a specific niche.

Finding Your Niche

In today’s market, consumers of fitness services are looking for specialists who understand their needs and have a track record of getting results.There are dozens of niche markets to zero in on: Athletes, youth, older adults, pregnant or postpartum moms, weight loss, body builders and figure competitors, runners, triathletes…the list goes on! Find your niche based on what types of people you like to work with, and on your level of expertise. Remember that your knowledge will grow along with your client base, so don’t be afraid to take on new challenges.

Smoke the Competition

Many trainers mistakenly think that by marketing to any and all potential clients, they will make more money and build a professional reputation. By targeting a niche population, you will not only establish yourself as an expert in that area, but you will reduce the pool of competitors vying for a limited number of clients. As your reputation grows, you will receive more referrals from others who know you as an expert in your niche.

Get the Word Out

Once you define your niche, you can narrow the focus of your marketing to likely clients. For example, if your niche is older adults, you can advertise to retirement communities and other venues that cater to that population. If you want to work with runners, you can advertise at local races, or offer your services to members of running clubs. City intramural programs and local schools are good places to market to youth. Make yourself visible by volunteering and getting involved with your niche population.


Successful marketing builds successful businesses. The W.I.T.S. Business Management Success Series offers continuing education courses geared specifically to personal service businesses, to help you market your services and grow your client base. Some of our standout courses include: Insider Secrets of Advertising and Marketing; Attracting Club Members; Developing Relationships; Developing Your Marketing and Promotion Strategy; Establishing Your Brand and Image; Being REAL and Creating Relationships on Social Media; Social Media Strategies for Attracting Clients; Finding Your Customers on Social Media, and many more!
United States Bureau of Labor Statistics: Occupational Outlook Handbook: Fitness Trainers and Instructors

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