FILEX 2015
PRESENTER
BRAND FAME
BUSINESS GAIN
To achieve long-term success,
your fitness business needs
to stand for something – and
continually deliver against it
WORDS: RACHEL BEVANS
s a business owner you should
want your fitness enterprise to be
famous – whether it be globally,
nationally or within your local community.
The question is: do you want to be a one-hit
wonder or stand the test of time? One hit
wonders, exit stage left.
To stand the test of time, you need to
stand for something – and keep delivering
against it, day in, day out.
Ask yourself: what do you want to be
famous for, renowned as, an expert in? What’s
your purpose? What do you believe? What’s
important to you? What are you consistently
good at doing differently and better than anyone
else? How is this important to your customers?
A
The 30-second article
• To win your share of the fitness – and
lifestyle – market, you need to stand
for something unique and continually
deliver against it
• By creating an authentic brand for
yourself you can stand out from the
competition
• You must decide whether your focus
is on building your personal brand or
your business brand
• Your brand is not just a logo and tagline:
it drives everything you are, say and do
50 | NETWORK AUTUMN 2015
There are tens of thousands of fitness
professionals and thousands of fitness
businesses across Australia and New
Zealand, all fighting for their share of the
fitness industry voice, people and profit. And
it’s not just the fitness industry you play in.
You’re competing for a share of the lifestyle
wallet too – ‘do I have a PT session or go to
the movies?’
People are bombarded with brand and
lifestyle choices, receiving an average of
3,000 messages across multiple media
every day – in the shops, on TV, driving to
work, talking to people, online… so how can
you make your message heard?
Build your brand to drive a
sustainable business
Your brand encapsulates what you stand for
in a way that is relevant to your customers.
By doing so, it gives you a competitive
position in the marketplace.
Your brand is not just a logo and
tagline: it drives everything you are, say
and do – your PT product, your behaviour,
business card, flyers, Facebook profile
and website. Your brand has the power to
make you stand out in the crowd. To build
credibility and trust in your brand you must
consistently deliver against your promise
by meeting and exceeding the expectations
that you establish in your first interactions
with your customers.
Does personal training mean
personal branding?
The first decision to make is whether your
focus is on building your personal brand or
your business brand. What’s the difference?
Personal brand
Your personal brand is you – all of you. There
is no place to hide. You need to be absolutely
true to yourself. You need to behave in a