Transcript

Speaker 1:        On

Speaker 2:        Today’s episode of the [inaudible] podcast,

Speaker 1:        It’s going to be all about helping you to discover your dream clients coming up next. Do you want to create Marquis or scale your online fitness business? My name’s Sean Garner in here. We give real fit pros, the tips, tools, and strategies. They need to succeed online. Welcome to the entre fit podcast.

Speaker 2:        What’s up guys, and welcome back to the entrepreneur [00:00:30] podcast. Thank you. Thank you. Thank you again so much for listening to this. I really hope that it adds value because that’s the whole reason that I’m doing it. So if you haven’t already make sure you subscribe, you know, we’ve got the links down below. If you’re listening to it on or watching it, I guess I should say on YouTube links down below, you can listen to it anywhere you want to stream your podcasts or have you’re listening to it. You can also check it out on YouTube. We post to YouTube the day after. So if you want to make sure you’re listening to it, as soon as it comes out, [00:01:00] I’m subscribed to it on, on apple, on Spotify or Google play anywhere you stream your podcasts. But today, what I want to talk to you guys about is determining and discovering your dream client fitness professionals, struggle with this so much.

Speaker 2:        Um, so what I have found is kind of a three different ways to break this down. I’m going to share them with you guys today. So hopefully if this is something you’re struggling with, or maybe you already have it, and you’re just looking to fine tune your niche and [00:01:30] in what you do online a little bit more, this will help you guys, uh, to kind of discover that. So what you don’t realize is when ever you had your in-person business, you had a specific target market, you were working with. The problem was, uh, it just kind of happened by force. It wasn’t intentional. When you go online, you have to be very intentional with who you market to, because if you try to appeal to everyone like we’ve shared on here multiple times, you’ll end up attracting [00:02:00] no one. I very much firmly believe that you should have the skills to serve and write programs for a wide variety of clients.

Speaker 2:        I do not believe that if you want to be successful online, you market to a wide variety of clients. And this is where so many fitness professionals get hung up because the ones that hopefully you’re listening to this, you’re the real fitness professionals. So you’ve worked with a wide variety of clients. I’ve heard it all all the time, cause like, oh, I can help everybody. And that’s awesome. And I really hope that you [00:02:30] can, but if you really want to help anybody, you gotta make sure that you stand out for a specific niche or target market that you’re trying to serve. Think about for yourself. Would you want to go to a generalist or a specialist? You want a specialist. You want somebody that known for doing one thing and doing one thing really well. And if you even think about the people that you follow and maybe look up to online or in the fitness space, they’re not like a, a wide, broad type of a, of a person that they’re very specific about what [00:03:00] they do.

Speaker 2:        So if you want to attract anybody online, you got to be known for something. And you’ve got to be known as an expert in an area. So whenever we are looking to find our target market, like I said, when it comes to your in-person business, you did it, but it just happened kind of by force. Because if you think about it, you had people coming to your facility for a group, fitness, personal training, whatever it was you did, they live within a certain radius of that facility. Cause nobody’s driving across country to come train with you. Um, [00:03:30] they were looking for a certain style of training. That’s why they came. Maybe you even said, well, I had a full service gym. I had a wide variety of clients. You really didn’t because I’m pretty sure that in that gym and with your clientele was not people prepping for like a IFB pro card.

Speaker 2:        Um, somebody also trying to, uh, lo a pro athlete, trying to, uh, get ready for combine prep. Um, also maybe a high school athlete, just trying to make the team, uh, maybe a kid’s program, maybe a stay at home mom and trying to lose. You didn’t have that wide [00:04:00] variety. It may be, uh, seem like it was big, but it’s actually pretty neat. Most of the people were probably looking for a similar type of thing at your facility. Um, there were willing to pay a certain price point because the price point was, um, and that’s what attracted them to your facility, but it happened by force. It wasn’t intentional when you’re on the line, you’ve got to make these decisions intentional. And so what I want to do today is break it down for you guys. The three different areas, how I kind of help fit pros to break [00:04:30] down who they should be marketing online, um, and building up their dream client, because this is one of the cool things.

Speaker 2:        Whenever you are become an entrepreneur and you go out on your own and you start your own ones, my business, where even if you start your own gym, you have the ability, at least you should be building your own business. I talk about this a lot. You should be building a business that serves you in your goals. You should not be building a box that just becomes a prison that pays you want to take control. This is, this is, to me, this [00:05:00] is exciting. It stresses so many fitpros out, but for me, this should be very exciting because you’re actually finally getting to take control and ownership of your business and build the business you actually want to create. So this is how I help that pros to break it down so they can start to kind of formulate this dream. Cause I may quick, disclaimer, you may get this wrong starting off and that’s okay.

Speaker 2:        Okay. Because you’re not this huge brand that has to get it right, right off the bat, or you’re going to lose it all. It’s going to be a fine tuning process. As you start [00:05:30] going through this, as you start working with more and more clients, I want you to, I always tell people have like a, a wide direction that you’re looking towards. And then as you start attracting clients, as you start really discovering the type of people you like to work with in the, especially in the online setting, it’s going to get fine tuned, even more to where eventually it’s like, hyper-focused like a sniper rifle, you know exactly who you want to work with. And why? Because I will tell you this just from experience. Um, I, it wrong my first time I thought I was going after [00:06:00] athletes. I ended up, uh, because I owned a sports performance facility.

Speaker 2:        I was a strength conditioning coach for a minor league pro hockey team. I was like, man, I’m going to do athletes, train athletes online, ended up getting zero athletes. Um, but I started looking at my messaging and as I started fine tuning things, I started attracting these men. And then those men happened to be dads happened to be former athletes happened to be, you know, business owners. And so it got more and more specific. And that’s how project dad bought his birth. I didn’t come up with project. Dad bought as actually coming up with an athlete, um, program and at-home [00:06:30] athlete program for like high school and collegiate athletes to do in the off season. Um, and it just slowly fine tuned to where that wasn’t who I was attracting, but I paid attention to those things. And then also I came to find out that I liked working with that demographic way more than I ever thought that I would because the type of people that, um, are buying your online training pro program may be different, um, or a different type than what you’re used to working with or respond better, differently to an online setting versus an in-person [00:07:00] setting.

Speaker 2:        Some people are just easier to work with online versus in-person and vice versa. So saying all that guys, three things to consider when trying to formulate and discover your dream client. So number one, think about the character of the type of person that you want to work with. So forget Democrat graphics and stuff like that. We’ll get to that later. But first thing to think about and consider is the character of the type of person that you like to work with. One of the things that I, uh, two questions I always ask, uh, if it pros, whenever they first come to me is [00:07:30] who is your favorite client? And I’m like, who’s the, who’s the client where if you train them all day, every day, you will be fired up excited to come to work every day and you could work, you know, 12, 15 hours a day.

Speaker 2:        And it wouldn’t feel like work, who is that client? And then what I want you to do is write down everything about that client that you love, you know, what’s their personality like? Um, what, what are they like, you know, morally ethically to you, uh, what are they like mentally? How do they [00:08:00] show up for their sessions? Um, and write all those things down, because that really helps you to kind of formulate the type of characters that you like working with. You know, is this somebody that like, you know, they, they want to be pushed hard and that fires you up in that fires them up, or is this somebody that’s, maybe it’s a softer approach to coaching. And it’s, it’s a lot more, um, subtle cuing and everything. And it’s more of the encouragement side, you know, just the different types of personalities, what makes that person so great to work with and list all of those things down, because [00:08:30] that will really help you to formulate the type of person and the character you want to work with.

Speaker 2:        Cause I’ll tell you this. Um, if you like who you’re helping, uh, all day and it doesn’t feel like work, it’s going to be so much easier to show up every day, especially whenever you’re first starting out. And it might not be growing as rapidly as you want. If you are obsessed about the type of person and the characteristics of these people, it makes it so much easier to show up every day. So the first thing that you have to identify is the characters and the characteristics [00:09:00] of the person or the type of, uh, of people that you want to help. The second thing. And most people, I will say skip over that thing. They, they go right to the target market, like age sex, demographic, city location, like income status. And they think about those things. And they don’t realize like, man, I’ve attracted all these people, but some of them are kind of jerks.

Speaker 2:        I don’t like that. Like, don’t start with the character and the type of people that you want to work with. Then the second thing, um, would be a target market. You’ve probably heard this, uh, target market niche, avatar, a target client dream [00:09:30] client. You’ve heard it all. Interchanged. I break it down. Number one is character. Number two is your target market. Now the target market is the group of people of, of, from a marketing person, from a market perspective of who you are called to serve. So say step one, you’ve got your characteristics of the type of people that you want to work with too, is the, uh, more of the, the demographics and psychographics. So whenever you’re starting to build out this target market, I always tell people, focus on the psychographics [00:10:00] first, then the demographics, the difference between psychographics and demographics is, um, demographics is what most people think of.

Speaker 2:        It’s like age, sex, income status, things like that. Psychographics are more so the questions that your customers are asking themselves inside of their head, what questions are going on inside that you have the answer to, that you could solve for them. So, you know, the first question I told you to ask is that the client that you love of working with their characteristics and everything, the second question I want you to ask yourself is what is the type [00:10:30] of client that you love working with? Like, man, when they come to you, they tell you that this is their goal. Like you get fired up and excited inside because, you know, you’re just going to crush it for them. You know, is it somebody that maybe has knee pain and they want to start running again? And you’re like, yes, I know exactly what to do.

Speaker 2:        I’ve had so many people that have come to me with this. I crush it with this. Is it, you know, the, the stay at home mom who, uh, you know, only has a few minutes, uh, you know, 30 minutes a day to work out, but you know, like, man, I can transform her body if she sticks to this program or is it, you know, the [00:11:00] athlete that’s looking to, you know, maybe make the team or go from JV to varsity, you know? And you just know you crush it with those people. Is it people that maybe have to lose like a hundred pounds like these massive transformations and you know, when you get them, like you’re fired up because you’ve got a system and a framework that gets them good results. Think about that. And that will really help to start push you in the direction, at least of what you should consider focusing on for a target market.

Speaker 2:        Because when you got those two questions answered the T the, the type of person you [00:11:30] want to work with and the, the result that you get them, if you love who you’re working for and you’re called to serve, and it’s something that you’re really good at, man, it’s easy to show up for work when you’re doing it for people that you love. And it’s something that you just crush it with every time. Um, so those are the first two questions that, that I have people ask themselves is really discover the character of the type of person that you want to. Then you can start formulating the target market. Then the third thing, and the last thing [00:12:00] is discovering your niche with inside of those two things. So

Speaker 3:        The niche, this is people

Speaker 2:        Use these two terms, I believe all the time. So target market is a group of people that you’re called to serve. The niche is the thing that you do for that group. So to break it down, uh, number one, we can have characters, right? You can have like type a super aggressive, like by the book type of a person. You could also have somebody that’s more laid back lax a days ago. Like, Hey, let’s just go with the flow. Like you can have those two different types of characters that within a wide [00:12:30] variety of different target markets or demographics, target markets, you could work with, you know, stay at home. Mom, you could work with athletes, you go work with, and even with athletes, you’ve got pro collegiate high school, you know, middle school kids programming, you’ve got like body transformations. You got, you know, for me, I did, uh, busy dads like a pro with project dad, but there’s a lot of different target markets that you could do

Speaker 3:        Then within those target

Speaker 2:        Markets, there’s several different niches that you could have. So even with just, um, [00:13:00] let’s say the, the, the busy dad market project dad bought, like I had, well, you could have a bunch of different niches that are fitness, health, wellness, and not even fitness-related. So within the same characters and target markets, you could have different niches that are, what is fitness. One is wellness. One is nutrition. Think about, there’s still people in that same demographic that would need an accountant that would need a, a dentist, a mechanic, like all of those different things are the niches that you do. So with you guys, um, the niche part should be pretty easy. You’re probably going to be doing some type of [00:13:30] fitness program, uh, some type of nutrition program, some type of wellness program, or a combination of all of those different things. The niche part is typically the easiest thing.

Speaker 2:        This is where we’ll get into it. In another episode where we talk about your framework, discovering your framework for how you get results. But the big thing is first, you gotta know who you’re called to serve. I very much firmly believe there are some people that are called to serve and others not so much. And whenever you come to terms with that, um, it makes marketing so much easier [00:14:00] and more fun because if you are, if you’re not obsessed with the people that you’re called to serve, you’re not going to be successful. I am sussed with helping the real fitness professional to grow their online fitness business. I don’t like helping the influencers. I’m not, I don’t want to get somebody a little bit more Insta famous. I’m not looking for somebody to get a little blue check mark on their Instagram. I’m looking for people that are real fitness professionals.

Speaker 2:        And to me, what that means is they are committed to the industry. This is their career. This is their livelihood, [00:14:30] and they have committed to this man. They’re just struggling to really get the time and financial freedom that they want. So we help them to do that by leveraging online, to help them either create their online offer, or expand what they’re doing and adding a hybrid component to that leveraging technology and everything. So they can stand out online so they can become the new influencers. So hopefully this helps you guys remember the three things that you should consider when formulating your dream client, number one, the type of person that you want to do, what’s their characteristics [00:15:00] traits. Like what do you love about those types of people, um, and make sure that you’re tracking those types of people. The second thing is your target market.

Speaker 2:        You know, what is the grouping of people that you’re going to work with, or that you feel called to serve, um, with your target market, really focused on the psychographics, the problems that they’re the questions they’re asking themselves, the problems they’re dealing with more than the demographics, the demographics will kind of start to shape as these other things are answered. And then the third thing is, is [00:15:30] the niche. What problem are you solving for the people with that type of character trait that are asking or looking for solutions to those types of problems within that target market. Guys put those things together, and that will start to shape the direction you should go. And then how you attract all those people is with your content, with the words that you speak, which we will get into at a later episode. So guys, thank you so much for, for listening or for watching.

Speaker 2:        If you’re on YouTube, please make sure you subscribe, share this with a fit [00:16:00] pro friend. And if you are a real fit, oh, that’s looking to create market or scale your business online, we would love the opportunity to speak with you and see if our coaching program is the right fit for you. So just go to entre fit, coaching.com, click to schedule your free blueprint strategy call. This is with me. We’re going to do a deep dive into your business. Um, C a little bit about what you’re doing now, where you’re looking to go and shoot how our three-step framework would help you to succeed and crush it on the lie. Guys, thank you so much and have an awesome day.