Is this a format that you love and that you believe in? Because if it is, you have an AMAZING opportunity by being first to market. Get out there and start marketing! Facebook, instagram, signs in your gym, anything you can think of. Masterclasses, demo classes, volunteering to do the warm-up at various events and then bring your business card…..
One of the things that I’m good at is finding awesome products and formats and launching them. What I’m not as good at is at marketing all of them. All but 2 have been successful, but some have been more successful than others. The difference between my successes and my great successes has been my own passion and drive for the format. You’ve got to be willing to put the time into marketing and not expect that people will simply know that you’re there.
And once you’re known for something, you can’t stop marketing. I was the first person in my area doing TRX, and my classes were sold out. I could have, and possibly should have gone bigger when there was wait list for my classes, but I had two small children and chose to stick with the number of classes and number of participants I allowed in them. But once it became a standardized product, I couldn’t bank on my “first to market” status any more. I learned that although I have a great renewal rate, people do leave occasionally – they move, they run out of money, etc. The new clients I have to market to aren’t looking for the girl who was first to market 7 years ago, they want to know what I can do for them now. I distinguish myself now because I changed to a better equipment that has more movement opportunities and, again, makes me unique.
Same thing with ViPR. I was the first person in a 3-state area, except for a master trainer, to own ViPRs. My initial ViPR classes were the only ones of their kind. Super fun, and well attended. But I got involved with another format at the same time and I stopped marketing my ViPR classes. When I came to a choosing point, I dropped ViPR. Now, two big clubs in my area have them, are marketing them, and the fact that I was first is a moot point. I still use ViPRs in my classes, but if I wanted to re-launch a ViPR only class, I’d have to start all over again.
So, my point is, you’re in a great spot! Work hard at it, and once you’ve got momentum, don’t coast on it. Keep riding it, keep marketing, develop a growth plan and a plan for how you will compete once there are 2, 5, 10, 25 instructors in your area.
Ready, set, go!