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4 Simple Steps To Find Your Business Niche As A Health & Fitness Professional

There has never been a more exciting time to enter the wellness industry. As a result of this growing market, we see more competition for health and fitness professionals. Focusing your efforts on a particular niche gives you a better chance of standing out from the rest.

In saying this, if you’re just starting out in the industry please don’t rush into finding your ideal niche. In the beginning you will gain a lot of valuable experience working with a variety of clients. Eventually you’ll find that space where your unique skill set is most in demand.

What Is A Business Niche?

A niche is a particular area of a large market that businesses can serve to set themselves apart from the competition. To serve a niche, means to offer a product or service that attends to the unmet needs of their industry. 

I’m a Yoga Therapist that specializes in providing corporate yoga. In early 2018, I was approached by one of my students asking if I would be interested in introducing yoga into their workplace. I immediately saw a gap in the market and focused my efforts on becoming the go-to teacher for workplace yoga in my town.

After five years honing my skills within this niche, I can honestly say that it has been one of the best business decisions I have made.

“Everyone is not your customer”

– Seth Godin

So you may be thinking…

“Why should I intentionally niche down when it limits the number of potential clients I could attract?”

Well let’s take a look at the benefits of niche marketing.

Benefits Of Niche Marketing

  • Less competition: The more clear cut you are, the less likely you’ll find competitors contributing the same services you offer.
  • Increased marketing effectiveness: When you can fully understand your client’s pain point, you can demonstrate clearly how your service can meet their unmet needs.
  • Enhances perceived value: Less competition means on the flip side less professionals for clients to choose from, this consequently increases your perceived value.

So now you understand the benefits of ‘niching down’, let’s dive into the four steps you need to take to successfully identify your chosen niche.

1. Make A List Of What You Are Most Passionate About

Think about what you currently do now to serve the broader market, what is it you enjoy doing the most? Write a list of the top five things that come to mind and narrow that down to three of your favourites.

There’s no point in focusing your efforts on a specific area that does not interest you.

When times get tough you are more likely to throw in the towel on something that you don’t feel genuinely passionate about as opposed to something you truly enjoy.

2. Evaluate Your Target Audience

It’s important to understand your target audience to successfully meet their needs. Take the time to define your audience by considering the following questions.

  • How old are your clients?
  • What sort of job do they have?
  • What interests do they have?
  • What do they value?

3. Address Their Pain Points

Make a list of all your target audiences pain points, from here brainstorm all the ways you can help alleviate or even eliminate their struggles.

Keep in mind your specific areas of interest and what you’re passionate about the most. How can you tailor your services to their unique needs?

4. Identify Your Competitors

Before you begin narrowing down your niche, it’s important to know who you’ll be up against. Finding your niche does not eliminate your competitors however it does minimize your competition.

Do some research into other professionals in your industry providing a similar service. This will give you valuable insight into how you can differentiate yourself.

Take a look at their unique services, offerings, and marketing strategy, analyze their strengths and weaknesses relative to your own.

Congratulations, you’re ready to start dominating your niche!

Don’t be afraid to ask questions and spend time listening to your clients. You may find that people will tell you exactly what they’re looking for – you may gain some valuable insights along the way.

Your chosen niche will evolve over time, Remember to be open minded and adaptable. You don’t have to get it perfect right from the start – do your best and the rest will follow.

What niche do you currently serve? Let me know in the comments below!

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