fitness is one of the most competitive and profitable niches on Instagram. You need to rise above the noise to create a memorable brand. If you are specifically concern in Instagram marketing for your fitness brand, I have written an in-depth article which you should read. You can find it here : Instagram Marketing .
then, how do you build a seaworthiness brand ? You can create an authentic and memorable fitness brand by executing on the following:
- Brand strategy
- Identify your fitness niche
- Define the target market
- Positioning of your brand
- Vision and Mission
- Values and Style
- Brand Values
- Name, Logo, and Design
- Brand building go to market channels
- Social Media
In this article, I will explore, with examples, what it takes to build a fitness trade name. As a fitness entrepreneur, if you spend time thinking about the ideas I present, you will be well-positioned to escape the commoditization of fitness and be able to, at the very least, create a mark that is adored by your members .
Why Build A Fitness Brand
so, why should you evening bother building a fitness brand ? As a fitness entrepreneur, the difference between getting by and being wildly successful is to have a positive brand. Without a brand, your fitness studio is a commodity, equitable another seaworthiness studio, and you will have to struggle each sidereal day to attract and retain clients .
If you are successful in building a seaworthiness stigmatize, customers will flock to you by word of mouthpiece referrals. Your price to acquire new clients will reduce, and your members will stay with you longer. All this means you will be more profitable or be able to invest in far growth .
contrast this with a seaworthiness studio/gym that has not worked on building a brand. possibly you have seen these gyms or studios in your vicinity. People don ’ t remember the diagnose or the prize proposition. They probably go there due to proximity and will shift if another gymnasium or studio opens up in the lapp block .
The only thing preventing your Gym or seaworthiness studio from becoming a commodity in the hyper-competitive seaworthiness world is the brand you build .
What Is A Fitness Brand
A fitness mark is merely the means the earth looks at you. It is the meaning that you send to the world and specially to your customers, employees, and partners .
In the U.K., we have a chain of low-cost gymnasium called “ Pure Gym. ” now, “ Pure Gym ” aims to provide an cheap, high-quality seaworthiness have using advanced technology. The described experience is apparent correct from the moment you enter the gymnasium. There is no reception and people self-check-in. You will find good choice, dependable equipment to meet your fitness goals. “ Pure Gym ” has built an easily identifiable post that means low-cost and honest to their customers .
similarly, consider Equinox, a chain of luxury seaworthiness centers. The post caters to folks who never compromise. properly from the here and now you try to sign up on their web site, you are asked to provide your details so that a extremity of staff can attend to you. Everything is taken wish of, and a member need lone be concerned with getting fit. Equinox has a clear luxury brand that means luxury, sophistication, and luxury to its customers .
The above two examples should make it clear up to you what a fitness brand means. To create your seaworthiness brand, you need to create a consistent message by which the global views you .
How To Build A Fitness Brand
In this incision, the focus will be on the steps you can take to start building your fitness brand. We will cover both high-level scheme and some basic tactics to help develop your fitness mark .
Fitness Brand Strategy
If you are an individual fitness teacher or personal trainer, do not get phased by the occupation terms. Trust me, you can do the think and the execution, even if you are entirely now beginning your travel .
Think of your fitness brand strategy as your north star, the directing rationale for all your brand activities. Your brand strategy represents the commission you are going in, and you will develop tactics to execute the plan. In this article, I will cover three critical elements of your fitness brand scheme : your niche, target market, and brand positioning .
Finding Your Fitness Niche
The foremost tone to building a cohesive fitness stigmatize is to identify your recess. Most of you will already have some estimate of the fitness recess you will operate. For exercise, you will know if you will be creating a fitness studio apartment or a Yoga center .
Finding a niche depends on your expertise and your goals. You must besides evaluate the competition, the location, and the demand to identify the niche. The seaworthiness niche you select will play a critical function in your brand .
A instrument I frequently use to help me come up with ideas is to use a grid layout to generate ideas. I normally use this method acting to create names for newly businesses, but it can be well applied to develop ideas for your fitness niche .
Create a board, as shown, with the headers representing the critical factors for your niche. After you fill in the table with respective options, you will be able to come up with hundreds of ideas .
Choosing Your Fitness Brand Niche
In the above exemplar, one fitness niche idea could be, an independent studio that provides Yoga classes using innovative technology and serves millennials. Does this healthy like an mind that could be successful ? Well, it is. Let me present to you, Chroma Yoga .
once you have a list of recess seaworthiness ideas for your seaworthiness brand, you can begin analyzing the competition and the need. Doing this, you can settle on the fitness brand that aligns with your strengths, and that can also be a successful business .
Defining Your Fitness Target Market
Identifying your prey market will play a all-important role in the achiever of your fitness commercial enterprise. Often it is suggested that you continually test your brand proposition with different groups of your customers to find the group that brings you the most business. That group will represent your target grocery store. This method of finding your prey marketplace is a process of continual test .
however, as you begin designing your brand, you can approach this challenge backward. You can first identify the people and groups of people that your brand will work with and the groups with whom your mark will not work. This thought experiment will shape your commercialize and branding initially and possibly even for the life of your fitness business .
Consider the example of a list of people or groups that represent your brand ’ second ideal customers :
- Folks actively looking for help and guidance to get fit
- Overweight parents seeking motivation to get fit
- People with a healthy lifestyle
- Over 50’s
similarly, consider an example number of people who you would never take on as customers :
- People looking for a one time class (tourists, Groupon)
- Folks looking for quick, immediate results without the hard work
- Those using illegal performance enhancers
- Under 18’s
The above tilt is preferably generic. You will need to create the type of customer that is specific to your scenario. You need to be angstrom detailed as possible. After this exercise, you would have a complete position of your prey grocery store .
For Example, Mata Fitness serves young millennials who are tired of the traditional fitness classes and are looking for more creativity and exploration in their fitness classes .
Positioning Your Fitness Brand
Positioning your fitness mark will determine the type of customers you attract. Identifying the space your fitness sword fits into relative to the early fitness brands in the market is your brand placement .
Some examples of position could be – Low-Cost, Mass Market, Luxury, Bespoke, Professional, 24/7, etc. The aligning of your trade name will determine who will be your send competitors because you will be competing for the same customer section .
Let us consider three examples from the U.K., Pure Gym, Equinox, and Barry ’ sulfur Bootcamp. Each of them has its alone brand put in the U.K. fitness market .
pure Gym positions itself as the gloomy cost, dependable supplier, whereas Equinox positions itself as the luxury provider, the Harrods of fitness brands. Whereas Barry ’ s Bootcamp positions itself as the advanced HIIT fitness know offering light 40-minute classes where members burn over 1000 calories per class .
How To Find Your Fitness Brand Positioning
start by identifying some of your competitors. If you have not started operations yet, find some other fitness businesses that you feel would be your competitors when you begin operations .
then identify the attributes that separate competitors in the space. Consider the postpone shown below. I have identified key characteristics of a fitness occupation and filled in the table. then I have added a bull ’ south eye icon next to the feature that defines my fitness business .
Fitness Brand Positioning (Your Brand With The Bull’s Eye)
From the table, my fitness commercial enterprise serves the mid-market segment, providing HIIT group seaworthiness classes at a competitive price. The environment of the sessions is friendly, and my studio apartment is in the business district near function workers .
similarly, find the trade name placement of your key competitors using the brand positioning table. once you know the stigmatize put, the following step is to integrate this cognition into your marketing .
Using Your Brand Positioning To Succeed
now that you know where your brand put is, relative to your competitors, you can use this cognition to design your market scheme .
In our example, your fitness studio apartment provides HIIT group classes at a competitive price in a friendly environment. Let ’ s say your rival does the same, but the atmosphere is competitive, as is the lawsuit with several HIIT group sessions .
In this character, providing a friendly environment is your differentiator. You can use this message explicitly in your marketing to attract city workers who want a warmly, welcoming environment rather than a good continuation of the competitive work atmosphere they equitable had .
alternatively, you can be discreet about your brand positioning to succeed. For exemplar, your rival could be providing HIIT group sessions and pricing at the lavishness end. Your price is competitive and will naturally attract clients who want a exchangeable experience but for a better price .
Vision And Mission Of Your Fitness Brand
now that you have your overall fitness sword strategy, you will need to look into the future and identify your vision and mission. The hale concept of creating a imagination and purpose for your occupation might seem dated, but it is an authoritative step. It is at this stage where you will realize whether you are truly excited about your seaworthiness business or not .
Vision For Your Fitness Brand
The vision for your seaworthiness brand represents your vision for the future of your fitness brand. It is at this stage where you will look three years, five years, and ten years into the future and see where your fitness brand has reached .
This position of the future is the moment where the rubber eraser meets the road. Based on what you see, you will understand if you are excited about your clientele or not. If you find yourself not being excited by the future vision of your business, then it is the perfect clock to stop and reconsider things .
To create the vision for your fitness stigmatize, think about where you want your business to be in the future. How many seaworthiness trainers work in your business ? How many locations do you have ? Are you profitable ? How does your life look in the future ?
If this vision excites you, write down everything you see. This see of the future will become your motivational scout during baffling times. If the image of the future does not excite you, then you know you have to stop going down the path of starting your seaworthiness brand .
thus, how does having a imagination avail build your fitness brand ? Having a vision will guide you in making the right decisions because you will make the decisions from the perspective of where you want your fitness brand to be in the future.
Mission Of Your Fitness Business
We all have heard of corporate missions and have come to view them as just words. Whenever I start a new occupation, I spend significant energy thinking about my reasons for starting the commercial enterprise. Having a clear estimate of why I am doing something helps me brand my products and services authentically .
For this reason, I believe, for an entrepreneur or a modest business, it is all-important to know the mission of your business. The “mission” represents the underlying good that you wish to achieve with your fitness brand .
For exemplar, the mission of your fitness brand could be to help people live healthier lives. With this elementary mission in judgment, you will find this core mission will guide your actions and decisions as you build your seaworthiness brand .
Values And Style Of Your Fitness Brand
The final major musical composition of your branding perplex is to identify your brand values and your stigmatize manner .
Your sword values will be your guiding idle and will hold you accountable. Your post manner will represent how the populace will view you. Both these elements are all-important pieces to build your fitness mark .
Brand Values Of Your Fitness Brand
If you want to build an authentic fitness brand, you must identify your brand values. Don ’ metric ton fall in the trap of choosing generic brand values such as gamey quality, first, and the like. You must select values that are authentic to you and are the reason for you starting your seaworthiness post .
When you choose mark values, they must meet the pursuit criteria :
- Your brand values must inform behavior
- Should be relevant to your fitness brand
- Can be communicated quickly to employees and clients
- Authentic to you
Building your trade name values requires authentic self-reflection. You need to identify values that are specific and relevant to you. For model, a childlike value like being customer service oriented can mean everything to one sword, whereas it could mean future to nothing to another stigmatize .
For example, your brand measure could be “ People First. ” You can call this value “ No one gets left behind. ” This brand prize signifies to your customers, no matter what stage they are in their fitness travel, they can come to you for help .
similarly, your employees understand that your fitness post is a plaza that will nurture them, and they can grow their careers with you. This stigmatize value is actionable in the actions and decisions of you, your staff, and your customers .
Style Of Your Fitness Brand
The style of your fitness trade name is the design, the colors, the name, and aesthetics. The style could be friendly, feminine, competitive, aggressive, etc .
Logo is an substantive piece of the expressive style of your post. specially for a seaworthiness post, the logo plays a significant function in mark identity and stigmatize recall. I won ’ thymine go in-depth on the topic of choosing a logo, but Dribble is an excellent place where you can learn about designing a logo .
Naming your fitness brand is share of your overall stigmatize, and you will consider the name in junction with the logo and the overall design. I have written an in-depth article on choosing the name for a Yoga studio apartment, and the concepts apply to a fitness studio a well. You can find the article here : Naming your studio apartment .
Design represents your overall style. The design will convey to the world whether your brand is far-out, friendly, cutthroat, etc. Incorporate the choose design in all your customer-facing assets – web site, fitness studio book software, Social media, etc .
Brand Building Go-To-Market Channels
At this stage, you have identified your seaworthiness brand strategy, your mission, vision, values, and style. now it is time to integrate all this study into your market scheme .
For fitness entrepreneurs, two marketing channels stand out from the pillow. Social Media and PR can significantly boost your post and get you a brace pour of customers. You will find several multi-million dollar brands that got their depart on Instagram .
Social Media For Your Fitness Brand
sociable media, particularly Instagram, will most probable be your top-performing distribution channel for customer learning. Instagram is excellent for sword build up as you can convey your style and values easily. Instagram is ocular, and hence it should be your military capability in terms of building your fitness post .
If you are concerned in how you can use Instagram to build your brand and make it your top-performing customer acquisition impart, then you must read my in-depth article on Instagram Marketing .
PR For Your Fitness Brand
PR ( public relations ) is another excellent channel for post build. With PR, you have the choice to build a report and narrative. Creating a fitness brand is all about your history, and PR as a channel is good suited to convey this narrative to the global .
Some flying tips on using PR for brand build :
- Identify the local journalists who cover fitness and build a relationship with them
- Don’t be shy to pitch your brand story and narrative
- Remember that journalists are looking for stories to cover. Pitch them your brand narrative with a unique and compelling angle
Use both social media and PR to convey your post to the worldly concern. If you have followed the steps in the article, you will, at the worst, have a cohesive fitness brand that means something to your employees and customers .
Without a brand, the only way to compete is to be faster, better, cheaper, or more convenient. Having a brand will shield you from the rival, and you will be able to create a firm follow and a business that can survive the test of time .
If you found this article helpful, do reach out to me with any questions you might have. I love helping seaworthiness entrepreneurs .
If you are beginning your seaworthiness entrepreneur travel, take a search at StudioGrowth. I have built the StudioGrowth class management software incorporating all the emergence principles I mention in my write. I was tired of using bloated, expensive book software, and created StudioGrowth for fitness entrepreneurs. Give it a try .
I write abouT establishing and Growing your boutique Fitness/Wellness Business. I promise no spam, i hate spam .
About the author
Naz Ahm is the laminitis of StudioGrowth and has spent a ten growing start-ups and venture-backed companies. He writes about sales, selling, and increase, particularly in the fitness and health industry.
Naz has an MBA from IESE Business School and started his travel in the health industry when he set-up an on-demand health commercial enterprise. Naz presently resides in London, U.K .