Covid 19 has forced us, here at Northwest Personal Training, to rethink and revamp the way we do things. However, even before the pandemic hit, we recognized that our Group Training program shouldn’t be our main focus. Our differentiator is Private Training. There are many business in the fitness industry who do a great job with group training. Businesses such as Orange Theory, Barre, Soul Cycle/Star Cycle and CrossFit are becoming more and more popular.
We know that we shouldn’t be trying to compete with these types of group training options, so we doubled down on marketing our bread and butter….Private Training.
We are known, in our community, as the experts when it comes to Private, Personalized, By Appointment, One-on-one Fitness & Strength Training with World-Class Trainers. Prior to March, we started focusing all of our marketing efforts on Private Training, and now (7 months into the pandemic) we have found that people feel safer in a one-on-one setting where we can more easily control access, flow, disinfecting, distancing etc.
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Focusing on our differentiator in our local community and finding multiple different ways to deliver that product (virtual/outdoors/in person with distancing) has allowed us to keep our doors open and avoid major layoffs.
What is your differentiator? What makes your Fitness Business stand out from your competition? It is more important than ever to zero in on your strengths. Creativity and smart business planning can help you through these tough times!
Yours in health, fitness & business,
Sherri McMillan
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