Getting started in the personal training business requires a plan. One of the most important steps to take is formulating how you will market yourself to the community. Even more challenging than starting a training company can be finding new clients for an established business.

For companies just starting out, the steps below will help you successfully start your business. For established companies, these steps may offer new ideas to find new clients and your business.

Steps To Success:

1. Perform a competitor analysis. What is going on around you?

2. Develop an effective marketing plan. Who are you going to reach and how?

3. Implement your marketing plan. Generating income for your company.

Perform A Competitor Analysis:

• What type of conditioning programs do your competitors offer. What is included in their service? What are their fees?

• Analyze information about your competitors and identify their strengths and weaknesses.

• How does your company compare to the competition in regards to quality, service and price? • Formulate competitive marketing strategies - how do you differ from competitors.

• Prepare both a short and long term plan (1 year and 3 years).

• Develop the structure of your conditioning program. Will you be offering an assessment with training sessions? Will you be offering ongoing conditioning sessions? Establish a price for your service and the location where this service will take place.

The marketing program should consist of four basic sections. These include:

a. The objective - what is to be achieved.

b. The strategies - what are the avenues to achieve the objectives

c. The tactics - how will it be achieved and at what cost

d. The assessment - what are the results?

 Develop An Effective Marketing Program:

1. List the promotional avenues identified for your area and allocate sufficient funds.

2. Your marketing plan should consist of a mix of strategies:

• Advertising. Print and Direct Mail Practice Imprinted Premiums

• Publicity. In local newspapers

• Public Relations. Company Events/Company Sponsored Programs/Charitable Demonstrations

• Networking. With Other Professionals

Advertising

Advertising informs people that you exist and about your service. When advertising first choose the source where you will run your ads. The most common sources to choose are the local papers. Choose one that offers a health and fitness advertising section. Place small ads frequently. Be honest when describing your service. Choose a meaningful headline. This is one of the most important parts of your ad. A good headline is one that entices the individuals to read the rest of your ad and be inspired to call. The rest of your ad should have something to do with your headline.

Also include a slogan or tag line to help your potential clientele identify with your company. Print advertising will help to develop name recognition for your company. These efforts will also help your campaign receive subsequent business through referrals from satisfied clients.

Another form of advertising is a direct mail piece. Some of the best places to send your direct mail pieces are retirement communities, women business owners, corporate executives, doctors, accountants, golf clubs, colleges and other health care professionals. Now support your ads and direct mail piece with publicity, public relations and networking.

Publicity

Send out a press release about your personal training service to all local media representatives. This is an inexpensive way to receive exposure for your company. Contact your local newspaper (you might use the one you are advertising in). Remember to prepare your " pitch" and press release before calling. The print media receives hundreds of faxes and calls a day -- be confident and prepared. You are going to have to convince the newspaper that you have a valuable service to offer to the public. Be prepared to validate your "pitch" with supported evidence. If the newspaper is inspired by your call, they will write an editorial about your service. This will help you become respected as the fitness expert in your community.

Public Relations

To help your company further achieve its objectives provide a demonstration in conjunction with a local, well-known charity. Charities usually receive media coverage to inform the public of the event. Those attending will view your company as a charitable and community-minded organization and this could lead to like-minded potential clients. Remember to bring plenty of brochures and business cards. Another way to get attention is to participate in community health promotion events or you could even put on your own event. Conduct this event at you training studio or a corporation. Follow through at the end of the event and make sure to get that individuals phone number. The benefits of public relations are tremendous. They include:

• enhanced community good will;

• respected and credible reputation;

• increased consumer inquiries;

• development of an expanded client list;

• prospective buyers for your service.

Networking

Network with as many people (especially other professional) as possible. These contacts may be of benefit to you and may reciprocate. Make sure to give everyone you meet a business card. Networking is an inexpensive word of mouth form of advertising, which can lead you to potential clients.

After you have performed a competitor analysis and developed an effective marketing plan, it is time to implement your program to find clients and generate additional income for your company. Executing these steps will help to establish your company as the primary resource for personal training services.

Gina Piazza, BS, exercise physiology and certified medical exercise specialist, is the founder of GMP Fitness. Visit www.gmpfitness.com for more information on our  programs and other functional training equipment.

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