My husband and I recently purchased “Counting Reps to Revenue” which is a series of DVD’s geared towards those of us in the health and fitness industry by Alwyn and Rachel Cosgrove (the owners of Results Fitness in the States). We just watched his lecture on marketing the other night and this is something he actually spoke about. He had some pretty valid points like don’t use your personal name, and don’t try to be cute. His main takeaway (in terms of naming your business) was that someone should be able to read it and know what you do because people don’t (and won’t spend the time to figure it out).
He also had a great point of trying to stay away from things like ‘consulting’ or ‘training’ because they can easily be confused – like what type of consulting or training do you do? Is it for a corporate company? It just isn’t very clear. He also said, in terms of marketing that the word ‘gym’ is hot again.
Hope that helps!