IDEA Career Success Workshop – Biz Basics as an Entrepreneur

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As part of our ongoing series; IDEA’s Career Success Workshop, let’s discuss Biz Basics. What are the basics to being successful as a Fit Pro? In this article, we approach the topic from the perspective of an entrepreneur, someone who has started their own fitness business. If you’d like to consider the topic as an employee, check out THIS article!

Basic business best practices or skills are not taught in our certification courses. Most touch briefly on legality or staying in scope but they don’t address how to create a successful business. We’ll delve deeper into the overall topic throughout the year. Right now, let’s go through an exercise designed to keep you on-track with your business – Your “Why”. Why did you get in to the fitness industry?  Then further, why did you start our own business?

As a fitness professional, you have multiple options when it comes to pursuing a career. Being an employee at a club, several iterations of self-employment or some hybrid of the two. If you’ve decided to go the entrepreneur route, congrats! It takes a lot of work but can be very satisfying to create a business from what you love. It’s important to remember why you made this decision so that your business stays on track and you stay motivated.

Building a Successful Fitness Business: Key Questions for Fitness Entrepreneurs

For fitness professionals who own their own business, building a sustainable and thriving enterprise requires more than just passion for fitness. It involves strategic planning, understanding client needs, effective marketing, and financial sustainability. Answering the following questions will help fitness entrepreneurs create a strong foundation for long-term success.

What Is Your “Why” for This Business?

Understanding your purpose in the fitness industry is crucial for long-term motivation and success. Are you driven by the desire to help people live healthier lives? Do you want to specialize in strength training, weight loss, rehabilitation, or athletic performance? Defining your “why” gives direction and helps you stay committed, especially during challenges. Then beyond your “Why” for getting into the industry is your “Why” for starting a business. Why did you choose that route over being an employee at a club or gym? Check out THIS worksheet for determining your “Why”!

Who Is Your Audience and What Do They Need?

Identifying your target audience ensures that your services align with their specific needs. Unlike a gym or club employee, your audience doesn’t come to you every day! You need to do a bit more in-depth work on your target market and how to find them. Your clientele could include:

• Beginners who need guidance and confidence-building
• Busy professionals looking for efficient, results-driven workouts
• Athletes needing specialized performance training
• Older adults focusing on mobility and longevity
• Individuals recovering from injuries or medical conditions Understanding their goals and challenges allows you to tailor your approach and provide the most effective solutions.

These are broad categories but a good place to start. Some target market or avatar worksheets guide you to create a profile for your ideal customer, with a detailed analysis to include even where they might grocery shop! Check out THIS target market analysis.

How Can You Uniquely Address What They Need?

To stand out in a competitive industry, leverage your unique strengths and expertise. Today, there are fitness ‘experts’ on every corner and fitness influencers on every platform. Why should someone choose you? What will make you stand out in a crowd of fit pros? Consider:

• Certifications and specialized training (e.g., corrective exercise, nutrition coaching, or HIIT programming). Frankly, this is key. The certifications you maintain and education you pursue is what makes you a Fitness Professional rather than just someone recommending what worked for them. You wouldn’t rely on a doctor with no education, right? Do the work, be the expert in the room.
• Personalized coaching that goes beyond workouts, such as lifestyle and mindset coaching. Health and fitness is more than just knowing that exercise and healthy eating are important. Most people know they should exercise, eat better, get good sleep, stress less, etc. But most people don’t do that.  YOU are the key in that equation. How will you help them actually do the hard work of staying fit and healthy?
• Creating a welcoming and inclusive environment for all fitness levels. Everyone has a body; therefore, everyone needs your knowledge. Meet the person where they are at and help them hit their goals.
• Utilizing technology, like wearable fitness trackers or online coaching platforms, to enhance client progress and accountability. Your unique value proposition should highlight what sets you apart from other fitness entrepreneurs in your market. Some people have the misconception that a watch, app or program can take the place of a fitness professional.  WRONG. Nothing will ever replace the personalized attention of a human specifically trained and educated to help people be fit and healthy. Embrace the tools in technology, help your clients use it so it actually helps rather than just becoming one more thing that didn’t quite work. 

Develop your brand HERE.

How Will You Tell Them About It?

Effective marketing is key to attracting and retaining clients. This could be a course all on its own and we will address this in more detail later in the Workshop. For now, take a look at your options and decide you’d like to focus on, understanding at the same time where your target market will likely be looking for what you have to offer. Use a mix of traditional and digital strategies:

• Social Media & Content Marketing: Regularly share workout tips, success stories, and educational content on platforms like Instagram, Facebook, and YouTube. Most people under the age of 40 are natives when it comes to this form of marketing. It is powerful, if used in the right way. Seek out tools that will help automate your social content.
• Referral & Loyalty Programs: Offer incentives for referrals and repeat clients to encourage business growth. Remember to treat your clients and thank them for their patronage. No one likes to see the good rewards saved for new customers!
• Email Newsletters: Keep clients engaged with fitness tips, progress tracking, and promotional offers.
• Partnerships & Networking: Collaborate with local businesses, such as health food stores or chiropractors, to expand your reach. This is a great way to lend fast credibility to your business and rapidly expand your reach.
• Client Testimonials & Word-of-Mouth: Encourage satisfied clients to share their experiences, both in-person and online.
• Website & SEO Optimization: Ensure your website is optimized for search engines so potential clients can easily find you online.

How Will You Retain These Customers?

Client retention is essential for financial stability and long-term success. Strategies include:

• Personalized Programs: Adjust workouts to fit individual progress and goals.
• Regular Check-ins: Maintain ongoing communication through in-person meetings, messages, or progress-tracking apps.
• Community Building: Foster a sense of belonging through group classes, social events, or private online groups.
• Loyalty Programs & Rewards: Offer incentives for long-term commitments, such as discounts on package renewals or exclusive perks.
• Exceptional Customer Service: Always be approachable, professional, and genuinely invested in your clients’ success.

This is the Holy Grail. As a business owner, keeping a client will cost you MUCH less than gaining a new one. If you take the time to retain your clients, their referrals will do much of the new client generation for you. Build a plan HERE.

What Do You Need to Stay in Business? Education, Legal Considerations, and Growth

To maintain and grow a successful fitness business, ongoing education and legal compliance are essential. We will address this more in-depth later in the year but for now, consider each of these topics to ensure your business stays on the right side of operations.

• Education & Certification: Stay updated with industry trends and continue your education through workshops, certifications, and seminars. I talked about this above – this is essential. Taking the time to maintain your certification with continuing education and staying relevant on health and fitness research is what establishes you are an expert and professional.
• Legal & Insurance Requirements: Ensure you have liability insurance, proper contracts, and waivers in place to protect yourself and your clients. Many of these resources can be found online. Don’t leave yourself exposed to risk!
• Financial Planning: Budget for necessary expenses, including equipment, certifications, and marketing efforts. Depending on how you structure your business, you may not have a lot of overhead or fixed costs. But there will still be expenses.  Stay on top of these to make sure you are actually making money!
• Time Management & Burnout Prevention: Prioritize self-care and efficient scheduling to maintain longevity in your career. Your health and fitness matter too! Its easy to get wrapped up in the chaos, hard work and seemingly endless hours of building and maintaining a business.  Make sure you take care of yourself oo! 
• Business Expansion Strategies: Plan for scaling your business through new offerings, online coaching, or hiring additional trainers. Do you have a five-year plan? What are your ultimate goals for this business? Spelling these out can help you stay on track. Create your strategy HERE.

Running a fitness business is both rewarding and challenging, but with a clear purpose, a defined audience, and strong marketing strategies, you can build a thriving and sustainable enterprise. By staying committed to client success, leveraging unique strengths, and continually learning and adapting, fitness entrepreneurs can achieve long-term success in the industry.