How to Reach The Right Customers For Your Fitness Business

You already know how important it is to find out who your target audience is and how failing to do so early on will set you up for failure. If not, then first read this article where I discuss the benefits of understanding who your target audience is. Now let’s get into the second part, namely HOW you can determine who your ideal customers are.

The importance of customer avatars

Taking your fitness business online is not an easy task and requires more than just imitating what you were doing at the gym. As a personal fitness coach, you probably have a wide variety of different clients. Some work out five times a week, others work out on a daily basis. Some have a specific goal, while others are determined to make it a lifestyle.

When you have these people right in front of you at the gym, you can tailor your services to what they want. You talk to them and you know them. Your target audience, however? Not so much. That’s why it’s so important to create your customer avatar. “My what?”, you may ask. Don’t worry, just keep on reading and it’ll all make sense in a few seconds.

What is a customer avatar?

A customer avatar or buyer persona is a fictional character that represents your ideal prospect. You probably already have a rough sub niche in your head that you want to target within the fitness industry. But to be able to reach the right people, you’ll need to be even more specific. This is where the customer avatar comes into play.

I’ll walk you through the process and will give you some examples of customer avatars that we’re using in one of the businesses that I co-founded.

To make the whole thing a bit less overwhelming, I’ve split it up into five components, namely:

  1. Goals and Values
  2. Sources of Information
  3. Generic Demographic Information
  4. Challenges and Pain Points
  5. Objections and the Role in the Purchase Process


1. Goals and values

I’ll explain this with an example but first I’d like to point out that I’ve created a handy downloadable sheet which you can get for free here. Print it out and fill it out for each of your avatars. Trust me, it’ll make your life a lot easier.

Now, over to the example. For this example, I’ve chosen Steve as my customer avatar. First, let’s delve into his goals.

What does Steve want to achieve? = Steve wants to increase his energy levels throughout the day.

Steve runs his own business and usually has a busy day ahead of him. Therefore he wants to be able to maintain his energy throughout the whole day. He knows that he has to exercise but he doesn’t want to spend several hours in the gym. He wants his workouts to be as efficient as possible.

Now let’s move onto his values.

What’s important to Steve and why does he do what he does? = Steve is committed to staying healthy for his family. He’s also a pescatarian.

Once we know someone’s goals and values, we can start producing the product and service that they’re looking for. In Steve’s case, this would be a quick workout plan that is as efficient as possible and that will keep his energy levels up in combination with a pescatarian meal plan.

Once you know someone’s goals and values, you can start producing what they’re looking for.

2. Sources of information

Knowing where your potential customers get their information from is a vital part of a good marketing strategy. It allows you to target your advertising to the right people.

Sources of information can be the books, magazines, and blogs that someone reads, the gurus they follow, the conferences they attend, et cetera. Back to Steve.

Where does Steve get his information from? = Steve gets his information from the Traffic and Conversion Summit.

When it comes to information sources, it’s important to be specific. For example, Steve probably isn’t all too interested in fitness conferences but he might attend things like the Traffic and Conversion Summit, one of the biggest marketing events in San Diego. This is the depth at which you need to understand the avatar that you’re trying to create.

3. Generic demographic information

The generic demographic information component is pretty straightforward and covers basic pieces of information such as age, gender, marital status, kids, education, occupation, annual income, location, et cetera.

These bits of information may seem quite trivial at first but knowing them will really help you to get the most out of your Instagram and Facebook ad campaigns. Both platforms allow you to get very specific and you can, for example, choose to target women between the ages of 41 and 43 with an annual income of $150,000 a year.

Besides better advertising campaigns, it’ll also make other things such as content creation and email marketing a lot easier.

A few tips:

  • Try to stick to an age gap of a maximum 15 years.
  • If you pick a specific gender, know that they both have different needs and keep this in mind when creating your products and services.

4. Challenges and pain points

The best way to sell something is not by spending tons of money on advertisement but by striking a chord with your target audience. By touching someone’s emotions, you create a connection, making it much easier to transform your potential customers into loyal clients.

Through emotional marketing, you can transform potential customers into loyal ones.

Remember Steve, the pescatarian who wants to be healthy and fit for his family? Let’s try and find out what he could be struggling with.

What are Steve’s challenges and pain points? = Steve has trouble falling asleep at night and keeping his energy level up throughout the day. He fears that this will lead to him not being able to focus during work hours and thus not reaching his full potential.

“How is knowing the struggles of your target audience useful?”, you might wonder.

Well, you can use these specific struggles in the headlines of your content. To make Steve click on your YouTube video, you could make one in which you give tips on how to boost your energy levels.

If Steve sees a video titled “How to maintain your energy and focus”, he’ll feel that it was directly targeted at him. And, as there’s a big chance that the video will offer him a solution to his problems, he’ll definitely be compelled to check it out.

The goal is to make people feel that something was made precisely for them.

Understanding this is key and will have a massive and positive impact on your fitness business.

The goal is to make your target audience say: “Wow, this was written for me!”

5. Objections and the role in the purchase process

We’ve reached our last components: objections and the role in the purchase process.

So, let’s go back to Steve one last time. He’s willing to spend money on something that will boost his business and improve his health. He’s the final decision maker. This means that you won’t be able to turn him into a client and sell him something if he’s not interested in what you have to offer.

To increase the chances of Steve becoming one of your clients, you need to figure out what his possible objections could be. What could keep him from using your services and products? Is he easy-going and will he still contact you even though it seems like there’s only a slim chance that your workout plans will work? Or is he rather demanding and suspicious and does he want to see the results that you’ve achieved with other clients beforehand?

Having a wife, a kid and a full-time job is already time-consuming as it is. This means that Steve definitely doesn’t have a lot of spare time. A workout plan that would lead to him having to spend 10 hours per week in the gym? Forget it! It won’t happen. This is the kind of objections that you’re trying to discover. What can scare a potential customer away? What will make them lose interest and lead to them ending up with one of your competitors?

When you’re writing copy and creating content make sure to clearly state that you offer a solution to these possible objections, giving your target audience no reason whatsoever not to trust in you.

Create your own customer avatar

Now enough with Steve and over to you! I want you to do the following:

Download the free customer avatar worksheetand create one or two avatars. Start out with an extremely narrow and specific niche. Many fitness coaches who are just starting out find it hard to focus on a smaller group of people. They want to reach everyone and grow as fast as (in)humanly possible. The problem with this “strategy” is that if you’re targeting everyone, you’ll actually end up reaching no one. Don’t make this mistake and aim to have no more than two buyer personas in the very beginning.

If you’re targeting everyone, you’ll end up reaching no one.

Over time you’ll build up your reputation, products, and services and you’ll get more experience. That’s when you can start expanding into other areas and can begin catering to more people by creating more customer avatars. But until that day comes, the goal is to be as specific as possible.

If you have any questions concerning your customer avatars or don’t know how to get started, let me know in the comments sections below or write me an email! I’ll be happy to help you out!

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