4 Ps of Marketing

Get your name out there: How to market yourself as a Personal Trainer
You passed your theory exam, you aced the practical, it’s official: you’re a certified
personal trainer! Now the real work begins.
It’s not enough to have the certification if no one knows who you are or what you do.
That’s where marketing comes in. During your training, you’ll remember a system
used by canfitpro called the “4 Ps of Marketing.” We’re going to dive in deeper to
each area and explain how you can use these principles to your advantage.
Product: As odd as it sounds, in the world of personal training, you are the product.
When looking at yourself as a product, you need to understand these three factors:
differentiation, development, and positioning.
Differentiation means separating yourself from other personal trainers and making
yourself unique. Perhaps you offer a specific workout program that no one else in
the area provides. Maybe you cater to early risers. Whatever it is, use it to sell your
product: you!
When developing your programs, make sure you’re constantly looking for new ways
to add to your workouts. The key is to keep learning. Whether it’s learning how to
teach kettlebell kickboxing or getting more nutrition training, make sure to stay up
to date on what’s going on in the fitness industry and ask your current clients what
they want to see more of. It will help draw others in.
Positioning means the perception people have about you and your business. What
image are they left with of you as a trainer? What message do you want to send to
future clients?
Price: setting prices for your services, especially when you’re just starting out, is
challenging. There are many ways you can price your sessions, but make sure you’re
considering a few factors first.
Your pricing will vary based on your geographic location, your experience and
education, and the number of other personal trainers in the area. You can often
charge more if you’re in an area where there are mot many other personal trainers,
you are highly educated, and there are a number of people who are seeking your
services.
Everyone is different and will have an idea of what they want to charge, but be
prepared to make changes to your pricing structure. Nothing is set in stone and it
can take time to figure out what works for you and your business.
Promotions: there’s a long list of ways you can promote yourself and your business.
These are the most popular:

• Direct mail
• Print ads
• E-marketing
• Social media
• General networking
• Guerilla marketing
• Media relations

Direct mail and print ads can be effective in urban areas that have a higher
population, but it’s easier to reach more potential clients by using social media.
Facebook, Instagram, and Twitter offer a large platform to spread the word about
your business, and anyone can use these programs. Facebook and Instagram are
especially popular in Canada.
Networking, even at a family dinner, is also useful. We’re not suggesting you go on a
fifteen minute tangent about why your Aunt Betty needs to be your client, but if
Uncle Ralph asks what you’re up to these days, saying you’re a personal trainer
building your business is a good idea. Plus, even if Grandma Rose doesn’t want to
start exercising, perhaps she has a friend from her sewing club who does. Word of
mouth is so effective!
Place: where, exactly, is your business? Do you go to people’s homes? Do you work
out of a fitness studio? Do you own your own personal fitness studio? Where you are
located will play a major role in your initial success or failure as a personal trainer.
Keep these factors in mind when choosing where to run your business: traffic flow,
parking, signage, perception of the neighbourhood, and future potential for
expansion.
Once you have a loyal group of clients, location becomes less of a factor. But you
have to get those clients first!
Putting yourself out there can be overwhelming, but if you’re going to help people
start their journey to becoming a happier, healthier person, you need to get your
name out there.