Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
MarketingProfs Enterprise Solutions
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Personal Trainer Offering Small Bootcamps & Pt
12/10/2012 at 11:37 AM ET
Hi, I will be opening my personal training business shortly and will be sharing space with a martial arts/MMA gym. I intend to focus on small group (4-6 ppl) bootcamps and one-on-one training. The workouts are hard and intense. I guess you could say they are a CrossFit inspired, but I am not a CrossFit instructor and do not intend to become. I love some of the thing CrossFit does, but dislike others. Some bootcamps could involve some non-contact kickboxing/Muay Thai moves and bag work. Other camps could strictly be intense station oriented. The workouts are constantly evolving and changing and aiming for not doing the exact same workout twice, keeping it fresh. The gym (warehouse space) will not have conditioned air and is a no frills place. I won't have any weight machines, we will use body weight, bands and dumbbells/barbells/plates, as well as custom made (sounds better than homemade, lol) plyo boxes, dip bars, etc. Additionally I will have some cardio machines. I know what I want to do but am struggling to come up with a name and tag line. BTW, my personality is "what you see is what you get", I don't tend to sugarcoat anything and you definitely know where you stand, no games/drama. I love the feeling I get when I am working with a client and what I am trying to teach them clicks and they "get it" and when class is over when they are proud of themselves for making it through the workout and the accomplishment they feel that I helped with! Thank you!!
12/10/2012 at 12:51 PM
For all the people you want to attract - people who don't yet know you - your personality will likely have no significance. What will make a difference is how and why what you have to offer will be better for them than what's available from your competition.
My concern is that you're starting out with an idea, not with a plan. The difference is significant. The latter, once it's based on research and an objective, proven need for your services. is more certain to move you ahead, while the former is little more than an expression of interest on your part. Ya gotta do your homework - research and planning - or you're sure to fail. Sorry, but that's the way it is with start-ups.
12/10/2012 at 1:46 PM
Perhaps I didn't give you all the info you needed to make name/tag line suggestions. The closest competition is 20 minutes away. My price point will be 30% less than what the closest CrossFit gym is offering. The objective is expand the current gym offerings, to offer a fun, hard workout for an affordable price, to open workouts to parents of the kid's in karate, to open bootcamp classes at an affordable rate to the university students 2 miles away, to help clients reach their fitness goals. I believe I have cover your concerns, if not please let me know and I can provide you additional infor.
Thanks for your time :)
12/10/2012 at 1:51 PM
No Frills Bootcamp
No Hype Bootcamp
Simply Great Workouts
12/10/2012 at 2:19 PM
Who is your primary target audience? Where do they live? What benefit will they expect from your personal training business?
Your clients will care much more about "what's in it for them" than what you want to do, or what your personality is. So identify the benefit, and we'll come up with ways to express that in a name/tagline.
As for pricing, a price point that is 30% less than competition really announces that your offering is inferior. Are you sure you want to do that? It's clear you're sensitive to the fact that your facility is not so great, but a 30% price difference is really a major statement about what you think your services are worth. You might consider finding a better location so you can set your prices closer to what your clients will want to pay. We've learned many times that consumers prefer to pay a premium price for superior products/services, rather than a lower price for inferior products/services.
12/10/2012 at 3:17 PM
Target clients would be existing parents of the kids karate program, university students (they are iffy) and the 20-50 somethings wanting to find their inner "beast mode" they never knew they had!. I know that is pretty broad but people of all ages are trying to get in shape, better their health etc. My idea of where they live would be within 20 minutes of the location.
The benefit's would be:
2-3 time a week commitment, 2-3 hours, not everyday
Fits today's busy lifestyle
varied workout not the same boring treadmill or elliptical day after day
compete against yourself
smaller sized classes
bootcamp is for everyone, everything can be modified to your levels
sense of accomplishment when workout is completed
non-intimidating supportive atmosphere
The price point being so much less comes from CF is pushing $140 per month and I feel that is unreachable by so many people who want to work out hard. I am looking more in the neighborhood of high $90's to low $100's for 3 classes a week for the bootcamp. Personal 1 on 1 will be offered as well. I appreciate the point of people being willing to pay a premium price for a superior product and will definitely reevaluate the pricing strategy but definitley want to be competing with CF with a reasonable price.
I work a full time job as an accountant and I know that myself and most of my co-workers/friends would be hard pressed to spend the money on CF each month for one, nonetheless for 2 people. My goal is to give them something that they afford, be proud of, feel like they busted hump after a work out! I will be dong this as a side job in the evenings, weekends & possibly early morning ( I can have flexible hours where I work). Maybe someday I can do it full time :)
Thanks again for everyone's feedback, I really do appreciate your time!
12/10/2012 at 3:19 PM
*I meant to say 2-3 day a week commitment for the workout, 1 hour each workout, 2-3 hours total a week
12/11/2012 at 3:45 AM
I believe you have too many target markets. Pick one target and decide the primary benefit you will offer them. Your branding and tag lines will be easier to determine after that. Use direct response advertising with an irresistible offer to drive initial traffic.
12/11/2012 at 5:49 AM
Firstly on price: forget competing on price. It will do you no good. Make your service affordable by making your sessions more effective. Make it so that they get "homework" that they can do each morning without your help. That way they only need come in once a week and that one session is then worth $100.
Think not of what you offer, which is in a very real way an answer. Think of the question that answer answers. Because that is the question in your customer's head when they are thinking about fitness.
Point your advertising in this direction and you will have effective advertising because nobody else is thinking that way.
12/11/2012 at 8:01 AM
Just for the record, those "benefits" are mostly features, not benefits.
12/21/2012 at 10:34 AM
I am closing this question since there hasn't been any activity in 10 days.
Thanks for participating!
BACK TO TOP
Post a Comment
Six Essentials for Good Storytelling—and Great Content ...
by Jennifer Smoldt
2Q16 Email Deliverability Benchmarks
by Ayaz Nanji
The (Marketing) Maven
by Tom Bentley
Six Email Habits That Are Alienating Your Customers
by Tink Taylor
Five Simple but Often Overlooked Ways to Boost Your Email ...
by Meera Kothand
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with