Health & wellness trainers (aka personal trainers or yoga instructors) – you may be known for a solid bench press or the perfect downward dog, but are you known for your strong and flexible online content too? Do people beyond your gym or studio clients know who you are? If not, how do you spread the word to people who want your coaching, but don’t know how to find you?
Here are some things to consider to grow your following beyond the gym.
Are you stuck behind closed doors?
If you are a resident in someone else’s gym, you’ll no doubt be under-represented. You might have a short bio on the company’s website, but other than that, your talent is behind closed doors.
Of course, your company will mostly likely be listed in local and internet directories and on Google. Think of the typical search – “find a Tai Chi instructor near me” and you’ll find you’re bound to show up on a listing somewhere. These are the usual ways people will find you, but there are some sites specific to the industry (wellnesslink, for example). This type of listing though is open to chance too much for my liking! You need to open those gym doors and tell the world you are here!
If you own your own business, you might be doing things slightly differently. You may have a website that is SEO optimised and you may see a steady stream of interested browsers. But how to get people away from the screen, dreaming of getting off the couch and walking through your door?
Take it personally – get out from behind the screen
What I find from most personal instructors’ content is that they rely heavily on either word of mouth or just on digital content. The important thing to realise is that no matter what your call to action (“email us for your personal couch-to-5k assessment”), you’re not connecting one-to-one with someone. Now, online content is important – it has the chance of reaching people who haven’t made it to the gym yet – but a mixture of both personal recommendation and both online and offline encouragement will go further in helping people live healthier lives.
Strike a pose – show your audience what you’ve got
Taking your content to the next level and drawing in people to your services takes some consideration of who your audience is. How do you get to help them?
Where will you catch people who will be most likely thinking about getting off that couch?
Here are some things to consider to grow your following beyond the gym.If your gym allows it, create short videos for people to watch. They don’t have to be perfectly created. Most people will feel intimidated by the supposed perfection they see before them if it is too-slick a video. Show the real you and people will more likely be persuaded by that than someone who can bench press more than your own bodyweight or can easily flow through a sun salutation without grunting! You’ll only put them off!
Showing content like this is great for people who want to improve, but for a wider audience, you want to show you understand their circumstances. Think about offering subscriptions to online classes. Consider the people who feel shy about in-person lessons – offering them a class in the comfort of their own home is just the start of their journey to wellness and you supporting them to get off the couch and eventually out and about.
And speaking of being at home, you can capture people’s imagination through the medium of print posted through their door. I know, you might think it’s old hat, but printed materials still have some sway. Digital content can be switched off, but a well-designed leaflet could end up on the kitchen noticeboard as a reminder to get fit, or a carefully crafted magazine article might inspire someone to book a session with you.
And don’t forget to really think about who your audience is. Are they people who already know what they’re doing? Are they absolute beginners? Or a mixture of both? Your content should reflect this.
Share your story with people as well as giving them tips and advice and host a Q and A session online and in person. You’ll get to know your clients faster this way and be able to help them improve their health and fitness.
Now there’s a reason to get up in the morning!
If you’d like to have your own content fitness check, get in contact with us today.