Great question. If I’m running a boot camp then I will market it as a boot camp. I agree that it can be intimidating, but I will be attracting the type of clients who like to be part of such a class. If I wanted to have a fitness class then I would advertise it as an outdoor fitness class and I would attract the type of clients who want to be part of a fitness class. It’s not fair to try to advertise a boot camp style class to people who are not into that, because eventually they might drop out once they figure out they have signed up for something they didn’t want to.
I always outline the type of the class and what it’s involved, so people know what they are in for. I don’t want to be explaining to clients who come to my classes that this is not an easy class or not what they expected so they can just take the class anyway. I agree that different classes attract different clientele.
I do personal training on the side but the biggest part of my business is my outdoor boot camp. I market to the general public that classes are for all fitness levels and exercises are modified to accommodate each level and I do exactly that. I have beginners along with athletes in the same class. I recently did a Groupon type thing with huge success and we marketed it as a “fitness” boot camp and stressed that it was for all fitness levels. When people see us at the park they can tell its for all levels as we have all shapes and sizes.
I usually categorize the program as Group Training, then you can style your workouts to appeal to different participants. For example, Hard Core Boot Camp will appeal to those seeking a rigorous workout. Boot Camp Basics will attract those looking for a starting point, but still seeking a challenge. Tank Top Toning will appeal to a completely different group without using the term “BootCamp”. You can market via brochure or flyer, referrals, bulletin boards, word of mouth and social media.