How To Stand Out In A Crowded Fitness Market

Joel Ohman explores branding strategies for gym owners and personal trainers.

Learning how to stand out in a crowded fitness market is a key requirement for gym owners and personal trainers who want to grow and scale their fitness businesses. The branding strategy you select will be the lever for growth that will determine your market potential and, more importantly, your earning potential.

Following are steps to help you identify and capitalise on the ideal fitness brand that best represents your unique strengths, skills, and opportunities.

Choose your fitness niche

Learning how to choose your fitness niche might be the single most important way that you can stand out in a crowded fitness market. You are, after all, competing with gym owners, Personal Trainers, fitness influencers, fitness coaches, and other fitness professionals marketing themselves online. Clarifying your niche is important if you wish to stand out in your space.


If you think your fitness marketing appeals to everyone, as the saying goes, your fitness marketing appeals to no one.

Go deep. Drill down into a niche that is so specific, so granular and detailed, that only you know the customer persona well enough to speak directly to their hopes, fears, and dreams. 

Different fitness niches

And there are so many different fitness niches to pursue. Here is a list of broad categories in which you could further specialise:

Which fitness niche is right for you ?

This is a question that only you can fully answer, but it starts with the intersection of your unique strengths, skills, and opportunities. What are you uniquely good at? What unique capabilities can you bring to the table? What unique opportunities are before you that maybe only you can see, or that you are best suited for capitalising on?

The key to success is to choose your fitness niche and go deep.

Developing a unified fitness brand

After identifying your fitness niche, the natural next step is to develop a unified fitness brand. Because what good is having a fitness niche if no one knows what you are all about and what you stand for? Choose a fitness brand that resonates with your target audience and then go deep with that audience.

Keep it simple

Avoid the overly clever marketing that might sound cool to you, but which is not a simple or straightforward explanation of your value proposition. Remember, your target audience is evaluating everything they see through the lens of “what’s in it for me?”

Building a strong online presence

Where to start

Which channel and platform is best for you? Well, the best advice is to find where your audience is congregating and then go there; but you can also analyse your own strengths and weaknesses. Are you a great writer but not so great on camera? Start writing a fitness blog. Are you a natural in front of the camera but dread writing content? Start making videos on YouTube, TikTok and Instagram.

Choose something and stick to it. Success will come from consistency, rather than any one-time effort.

Get started

So, what are you waiting for? Remember this quote: “life rewards action, not intelligence”.

To stand out in a crowded fitness market you need to identify your fitness niche, develop a unified fitness brand, and build a strong online presence. If you do all of this with a strong technology platform that allows you to offer your audience a best-in-class memorable brand experience, then success is inevitable!


Joel Ohman