Niche Marketing Rolls Again #2: Curves Fitness for Women & Personal Training

No matter what the business is, niche marketing makes attracting new clients at higher prices/fees/rates much simpler.

Several months ago a personal trainer asked me how to grow his business. I suggested marketing training and private gym use for women only, an under-served market in Northern Virginia. A few trainers do it, almost all market it poorly.

It wasn’t an original idea. One of my frequently-used small business growth suggestions is to restrict your market to increase your profits, shrink client acquisition costs, and increase client lifetime value; but, in this case, I swiped the idea from Curves and from my wife’s experience trying to find a “women-only” personal trainer.

This post from Michelle Miller about Curves founder Gary Heavin winning “Entrepreneur of the Year” from Ernst & Young is well worth a read. Here is a short except:

Starting with a $10,000 investment and a single gym in 1995, Heavin now lays claim to what is (according to the Guinness Book of World Records) the fastest-growing franchise in history. Today, there are more than 8,000 Curves facilities in 25 countries, accounting for more than 80% of the women’s fitness market.
From Day One, Heavin’s mission was simple and has never wavered: just get women to step inside a gym.
In promoting fitness and wellness, Heavin saw that women often feel uncomfortable exercising in the presence of men. He also noticed that women’s social tendencies, even while exercising, are to talk and benefit from each other’s company – leading to the circular layout of his small gyms so ladies can chat while exercising. Heavin recognized early on that women are time-challenged, so he devised a workout that lasts a mere 30 minutes.

Tipped off by Dane at the Business Opportunities Weblog.

{ 14 comments… read them below or add one }

1 Anonymous January 25, 2011 at 6:28 pm

very competitive niche to try and market in, but definitely possible when done correctly

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2 Anonymous September 22, 2008 at 8:20 pm

Great review!!!
Exactly what types of tips suggested her to growth her business?

Thanks Michael to share a fascinating article.

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3 Anonymous September 23, 2008 at 1:20 am

Great review!!!
Exactly what types of tips suggested her to growth her business?
Thanks Michael to share a fascinating article.

Reply

4 Anonymous September 12, 2008 at 12:14 am

Find your niche is the key to marketing, marketing just to woman I think should work

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5 Anonymous September 12, 2008 at 5:14 am

Find your niche is the key to marketing, marketing just to woman I think should work

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6 Anonymous September 9, 2008 at 12:15 pm

thank you

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7 Anonymous September 9, 2008 at 5:15 pm

thank you

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8 Anonymous September 9, 2008 at 5:13 pm

godd

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9 Anonymous July 23, 2008 at 11:20 pm

Nice article. Marketing that fitness club might still be a problem, since there seems to be fitness clubs for women already.

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10 Anonymous July 24, 2008 at 4:20 am

Nice article. Marketing that fitness club might still be a problem, since there seems to be fitness clubs for women already.

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11 Anonymous December 12, 2007 at 9:21 pm

How do you exactly market a fitness club for all women?

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12 Anonymous December 13, 2007 at 2:21 am

How do you exactly market a fitness club for all women?

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13 Anonymous November 10, 2005 at 1:11 am

What is really suprising is how few women actually become franchise owners.  Not just Curves but overall.  I read today that only one in ten franchises are owned by women.  I think we’d have better success all around if this were more like 50/50.  I think your idea is very workable and don’t forget to utilize local search marketing for terms like “personal trainer” – it’s cheap and can be limited to your own area.

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14 Anonymous November 10, 2005 at 6:11 am

What is really suprising is how few women actually become franchise owners.  Not just Curves but overall.  I read today that only one in ten franchises are owned by women.  I think we’d have better success all around if this were more like 50/50.  I think your idea is very workable and don’t forget to utilize local search marketing for terms like “personal trainer” – it’s cheap and can be limited to your own area.

Reply

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