Darcy Silvers of Bristol, Pennsylvania writes:
“A friend of mine in Mount Laurel, New Jersey, near Philadelphia, is making a midlife career change from the corporate world to starting his own personal training business.
“He has traveled the world in his previous jobs, including numerous Third World countries, and is using his insight into the human condition as a “hook” for his business. His target audience is Boomers/seniors, and he provides a holistic approach, including nutrition counseling and cognitive stimulation.
“His focus is on weight training, combined with aerobics. He’ll train clients either at a gym, business or in their homes. He is working on a website and eventually may sell related products.
“Any ideas of how to get the word out about his new venture and attract clients?”
I’d suggest that Darcy’s friend offer to give talks in his areas of expertise to local Rotary Clubs, Lion’s Club, and Kiwanis clubs Folks in his target market will be in these groups. These groups normally don’t pay for speakers, but by giving public talks he’ll begin carving his niche as a local expert. In addition, he may be able to collect email addresses at the events in order to begin building a “list”.
To further his list building, he might send out a snail mail or email announcement to EVERYBODY he knows (he should have LOTS of contacts with all the travelling he’s done) stating that he is open for business. He could offer a free report or a subscription to an online newsletter in exchange for email addresses. This will also help him build his list for any future online sales he might do.
Recent bad news(see today’s Yahoo news and New York Times) about US health stats puts health back on the plate for reporters so you could use this say the presidential race going on maybe in serveral different ways.
Exercise fundraiser.
Choose a candidate or have a contest where each candidate’s group is pitted against each other model it after the “Biggest Loser” show. Winner gets politcal donation.
Develop an exercise program for the candidates that helps them keep fit during their campaign. Then let the press know about it.
Rate the candidates on their fitness or politcal parties. Who’s healthier Democrats or Republicans?
Nominate yourself to be the first personal trainer to the White House because I doubt there is one right now.
What’s the best fitness and training equipment
every budding president should have?
You can come up with a top ten list of all time fit presidents America has ever had?
Start a Fitness Cold War.
Is Putin really a fit Russian Bear or just an imaginary Winnie the Pooh?
IHRSA (International Health, Racquet & Sportsclub Association), ACSM (American College of Sports Medicine), Club Fitness Industry and dozens of other organizations release statistics and case studies about fitness training for boomers, which make up the industry’s fastest growing demographic. Darcy should use those stats and facts, along with clients’ success stories to help pitch angles whether they’re for traditional or social media outlets. Regardless of where people live, bodies require tweaked diets and exercise as they age. Experiences with those who live in third-world countries that have challenged economies may have allowed Darcy to see simpler means with which to coach older individuals, which he should use to his publicity advantage, as well. When possible, he should demonstrate and show why his way is different, yet safe and effective.
Here are my ideas:
–MeetUp.com is a great way to meet local people who have the same interests you do online, then meet face to face with them online. Start-up a fitness Meet Up group in your area.
–Start using the social networking sites to plug into Boomers who want to get fit and stay fit. Sign up for the 10-week coaching program from StomperNet. Learn more at http://www.stompernet.net/jvp/aw.aspx?B=25&A=332
–Team up with local yoga studios, many of which have people in your target audience. Cross-promote.
Here’s another idea. Post to Craigslist. I’ll bet more people in the Philadelphia area read Craigslist than the Philadelphia Inquirer.
See my article “Craigslist: A Valuable Publicity Tool” at http://tinyurl.com/396ryq
Health and wellness are increasingly important to Boomers and beyond. The American Hospital Assn reported that by 2030, 6 out of 10 Boomers will manage at least one chronic condition and more than 1 out of 3 Boomers will be obese. (A link to this report is can be found at http://www.creatingresults.com, under “Consumer Knowledge.”)
Your friend should fish where the fish are – active adult communities, retirement complexes, apartment buildings with large percentages of 55+ residents. Most of these have fitness centers and clubhouses where he can lead an informational class for the community. He then could negotiate to use those same fitness centers for training sessions with homeowners. A busy fitness center is a marketing asset.
A quick search for 55+ communities on retirenet.com found more than 55 listed for Philadelphia Metro.
A final resource is the International Council on Active Aging (www.icaa.cc). They support professionals such as personal trainers with resources, education, more. And membership/certification would provide credibility – essential to win over this highly-educated audience.
yea i would agree. you need to focus your market and make sure you put yourself and your offer in front of the right people. the market will make the biggest difference.
I had teamed up with a company called Achieve Fitness years ago. They specialize in working with new fitness business owners and helping them to write a business and marketing plan, an then launch and grow a fitness business.
They then have turnkey systems for a whole bunch of different revenue streams (bootcamps, senior programs, studios, equipment sales etc.) And they team you up with a fitness business coach to hold your hand as you grow.
I’m endorsing his because I like the program and I attribute much of my success to them, not because I have any personal gain.
Might be what they need. Check it out:
http://www.AchieveFitnessUSA.com