Branding Yourself in the Fitness Industry


Making a name for yourself or starting up a new company is never easy, but if you brand yourself the right way, it can be the difference between making it or breaking it!  With the current boom of personal trainers, online training services, fitness models, and fitness enthusiasts at every corner (and many more popping up every day!), it becomes hard to define a niche to make your own brand stand out.

The key to marketing your business to attract and retain new clients or increase your social media followers, is building your own brand awareness.  Look at big brands such as Nike, Apple, and Starbucks for example.  When you see their logos, you know right away what company that logo is associated with – this is brand awareness.  Now think to yourself, when people see your logo or hear your company name, do they immediately think of your company and what you do?  Building your own facility, hiring a bunch of staff, and offering personal training is great, but the key to long term success, and the ability to stand up against the competition, is to build your brand awareness.

How do you do this?  Here are the top five ways in which you can build your brand awareness.

1. Invest in a great logo, choose a colour scheme, and write a powerful mission statement.

When someone looks at your logo, would they know what your business is about and what services you offer? What about your business name? This is your company’s identity and is very important in building memorable and profitable brands. Sometimes, simply tweaking your mission statement and “About ” description or creating a colour scheme for your website could help you visibly improve your image. Make sure you use the same colour scheme and branding across all your marketing materials (e.g., flyers, business cards, social media posts) to make your image consistent and recognizable.

2. Keep a clean website.

Is your website attractive and appealing to the average person who might land on it? When landing on your homepage, do users have an idea of what your company is all about within two minutes or less?  This is about how much time you have to grab someone’s attention before they get “click happy” and head to the next website. Make your website stand out from the competition and ensure that it’s simple enough to navigate, but still intriguing to the average person and potential client.

3. Build your social media presence.

Is your company or brand on social media? Do you have an attractive Facebook, Twitter, or Instagram account that you update on a regular basis?  Although social media page maintenance can get quite time consuming, keeping a constant presence on social media is amazing free marketing for your business and one of the best ways to build brand awareness with people all over the world.  It’s also very helpful to ask your clients to share visits, check-ins, and photos from your business with their friends too. You never know when those can lead to new clients or new followers!

4. Partner with other companies for cross-promotion.

Have you thought about connecting with other local or online companies for cross-promotion?  This is often a great way for both companies to help build their brand awareness and attract new business.  If you’re looking to gain new online personal training clients, consider partnering with another online company (with a different business focus) to cross-promote. Doing so will help more people see your logo, increase hits to your website, and generate more business.

5. Try guest writing.

As important as it is to continue to create great content for your own blog or website, a great way to improve visibility for your brand is to get your work hosted on other websites. There are many websites that will publish freelance work, but you can also contact other popular websites, online magazines, local newspapers, or newsletters and offer to provide them with content.  Most times you will not get paid for it, but as long as they let you add in a picture of yourself, company website, and social media information, it’s a great opportunity to take your brand awareness further.

Check off these five things, do them well, and you’ll be off to a great start in building your brand awareness and creating a solid name for yourself in the fitness industry!

Happy branding!

Sarah holds both an Undergraduate Degree in Biological Science and a Master’s Degree in Human Health and Nutritional Sciences. She played on the Women's championship Basketball team during her Undergraduate studies and also played on Team Ontario, winning gold at the National Championships 3 years in a row. She won several gold medals in the 400m and 800m track events, swam competitively, played baseball, volleyball and danced for 10 years. While completing her Master’s Degree in Human Health and Nutritional Sciences, Sarah worked full-time as a Personal Trainer, Group Fitness Instructor and Spinning Instructor. Enjoying her career as a Brand Manager for a global sport nutrition and diet supplement company, she continues to train clients today through her own online training services and competes in the Bikini division.

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