Marketing a body positive personal training/group fitness business

September 25, 2013 8:24 AM

I subscribe to the Health at Every Size paradigm so I don't want to use weight loss challenges, before and after pics or any other body shaming marketing to promote my business. What suggestions do you have?

So far I'm using my business Facebook page, gumtree (Australian version of Craigslist) and am building a website and have ordered business cards. I've also made connections with a few body positive dieticians etc in my city. This is my first ever business so I'm looking for your ideas for for getting my business out there and attracting new clients. Thanks!

posted by lifethatihavenotlivedyet to Work & Money (10 answers total)

One thing I've seen my YMCA do is offer testimonies from users. Sometimes these include weight loss, but I really like the personal stories that only talk about how people feel now or what they've become able to do. Once you get some clients, you could ask them to write something like that for you, and until then, you could use your own.

You could also say something like "I will work with your goals, no matter what they are" and "I want you to love your body for what it can do."

Good job being a body positive resource!
posted by blnkfrnk at 8:37 AM on September 25, 2013 [2 favorites]

Fellow mefite and all around awesome lady misskaz wrote this for the TinyFix blog. I think the message (that a healthy and happy body/body image is a powerful tool that lets you do awesome things) is probably the sort of idea you're looking to capture. Maybe work from that perspective.
posted by phunniemee at 8:38 AM on September 25, 2013 [1 favorite]

Talk about skills, not weight. Like if someone can now run X miles or can do things with the kids that they couldn't before. Then if you want to use pictures (probably a good idea), show them doing those things instead.
posted by dawkins_7 at 8:41 AM on September 25, 2013 [5 favorites]

I agree with phunniemee. Finding out what your body can actually do when you are learning to be fit is exciting and motivating, and it doesn't even have to be something big like finding out you can run a half-marathon or something. For me, touching my toes and other signs of flexibility, and lifting heavy boxes without deathly strain, have been major accomplishments and points of pride, far greater changes than any before/after picture could show. So I would think pushing that idea: Look what I can do now--would be a pretty powerful marketing tool (and would also let people know, subtly, that they can use your services without worrying about fat-shaming).
posted by mittens at 8:43 AM on September 25, 2013 [3 favorites]

I love seeing gyms/trainers that advertise their benefits without mentioning weight loss or looking good. Everyone else has mentioned focusing on achievements, skills, and what bodies can do, and I think that's excellent advice. In addition to physical goals, talk about the less tangible ones: increased energy, improved mood, better confidence, the excitement of being able to set and meet goals. It'll look fishy if you imply that everyone will experience these, however, mentioning them as part of a "everyone's goals are different" list is good.

Since your business is new and you may not be able to get client testimonials, a personal "why I love working out" or "how I got into fitness" or "I'm inspired by the variety of people I work with" story that's related to the above can help. Since you're offering personal training, you want to present yourself as approachable and non-judgmental.

You might want to emphasize that you welcome and work with all skill levels; my self-consciousness around classes and trainers is less about how I look and more about whether I'm doing something right or able to keep up with the rest of the class. Maybe offer a "getting used to the gym"-style class?
posted by Metroid Baby at 9:01 AM on September 25, 2013 [2 favorites]

Definitely tell me about the before and after - but not for weight or appearance. So, Sally could do 1 pushup before and now she can do 20! Or, Mark's back was killing him and he couldn't exercise at all. Now he can run a 5k. Bridget had tension headaches and was always exhausted, now she has so much energy her husband asked if she was on drugs! Or whatever applies. I want to hear about what you can help your clients accomplish.
posted by BlahLaLa at 9:31 AM on September 25, 2013 [1 favorite]

Images of people of all body shapes and sizes exercising and performing impressive physical feats are massively inspiring and also rare to find in most media. Find some and get permission to use them, or make some of your own. People looking for health-centered exercise help will love them.

I would also recommend making an explicit statement that you are "shame free" or "size positive" or whatever terminology you like that tells people openly about your stance. People who don't care one way or another won't mind, and people who have been too intimidated to join other fitness activities will feel more secure and welcomed, and of course those who are already aboard the HAES train will be attracted to your service.

You might also want to talk up the intrinsic benefits (as opposed to the external stuff like body size changes) of exercise - these are the things that keep people moving from one day to the next, like enjoyment, learning a new skill, having more energy and strength to do the things that really matter to them (like playing with kids or doing some physically demanding work/recreation), feeling more connected to one's body, having fun and excitement or calm and peace as a part of one's everyday life.
posted by Ouisch at 9:39 AM on September 25, 2013 [3 favorites]

Since joining the gym I've gotten stronger, more aware of what my body can do, I've impressed myself, I feel more disciplined, clothes fit better, I have more energy, I've noticed that making a positive change here has encouraged me to make a positive change in other aspects of my life, I'm excited to get out more, I'm less intimidated by going on hikes...


Also consider some of the things people don't like...
I'm worried that people will look at me (and maybe judge me). I feel awkward in the gym. I don't want anyone to yell at me. I dislike when I'm doing something beyond my skill level. I want to be encouraged.
posted by jander03 at 10:56 PM on September 25, 2013 [1 favorite]

I agree that you should be explicit about your philosophy - say in your literature that you're not into body-shaming, that you're more about helping your clients to discover what their body is capable of doing, and not just fit into skinny jeans or whatever. Also, your business sounds awesome! Good luck with it.
posted by Ziggy500 at 2:12 AM on September 26, 2013 [2 favorites]

I'm overweight, and my feet constantly hurt because of the excess weight. I tried a boot camp program two summers ago that was great, as long as the instructor remembered to give me alternatives when I couldn't possibly run/walk/jump/step up one more time due to foot pain. When she couldn't think of alternative movements for me, I was pretty miserable trying to keep up.

So you could emphasize your willingness and ability to work with someone *where they are now* on their path to fitness, rather than a one-size-fits-all approach.
posted by SuperSquirrel at 7:36 AM on September 26, 2013 [1 favorite]