Personal Training Niche Marketing

Personal training is a fast growing industry, and it is continuing to grow. A great way to be successful and stand a part in this competitive market is to create a niche. A niche is a specialization that sets you apart from the competition. Something that you will develop throughout your career as you gain experience and make a name for yourself. When developing a niche, there are two things that will help make finding yours easier. It needs to be something that exemplifies your strength as a trainer and something you thoroughly enjoy about training.

Let’s be honest. There isn’t too much that sets every certified personal trainer (CPT) apart from the rest. All share very similar qualifications, similar skills and similar services. Without having a niche, it’s almost impossible for your potential customers to choose one CPT over another. There’s nothing to make you stand out, nothing that defines you.

There are a ton of different areas in the fitness world you can focus on. You can focus on things like Pilates, kettlebells or indoor cycling, for instance. Your niche can even be a specialized population, such as women, pre or postnatal or even seniors.

Next week we will discuss how to start and implement your niche!


Ryan Farrell started working with the National Federation of Professional Trainers (NFPT) in 2012. As NFPT's Marketing Coordinator, Ryan is responsible for aiding company reputation by building brand awareness and establishing strong working relationships among NFPT, its affiliates and industry partners.
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