Scaling up a strength and conditioning side business can be a game-changer, allowing you to increase revenue, expand your reach, and make a larger impact in the fitness industry. Whether you're training clients in-person, online, or a hybrid of both, having a structured approach to growth is essential. This guide below will walk you through key strategies to scale your business and navigate the challenges ahead successfully.
Identifying Your Niche
Finding your niche is one of the most critical steps in scaling your business. The fitness industry is vast, and positioning yourself in a specific market allows you to stand out, build authority, and attract your ideal clientele. See the tips and takeaways below:
Tips for Discovering and Narrowing Down Your Niche:
- Identify your passion and expertise within fitness.
- Analyze market demand and evaluate competition.
- Define your ideal client’s personality.
- Test and refine your offerings based on feedback.
For myself, my ideal client has been the following: BJJ, Judo, MMA, Boxing, & other combat sports…..Between the vast experience I have between these two communities & the understanding of how S&C programming can interact on a voluntary and mandatory basis, it is a no–brainer for me to use these as my niches.
See the breakdown below on ways to create entry into these sports for an online business model:
- Four Entry Points for Strength & Conditioning in Combat Sports:
- Gym Owners – Partner with martial arts gyms to offer specialized strength programs.
- Hobbyists – Cater to enthusiasts who want to improve fitness for casual training.
- Local/State Competitors – Design performance-based programs for those competing in regional tournaments.
- World Championship Competitors – Offer elite, sport-specific training for high-level competitors in MMA, BJJ, Judo, and other combat sports.
Developing a Scaling Strategy
To scale effectively, you need a structured approach that allows your business to grow without becoming unmanageable.
Key Elements of a Scaling Strategy:
- Set Clear Business Goals: Define short-term and long-term targets for growth.
- How many clients are realistic?
- What is the goal of gross revenue for the year that you want to achieve
- What is your bandwidth outside your current 40-70 hour-a-week job?
- How will you deliver the programs?
- What will you charge?
What packages will be available?
- Month-to-month subscription?
- Onetime payment?
- How will you sell?
- Online?
- In-Person?
- B2B?
- A hybrid of all of the above?
Create a Scalable Business Model: Move beyond one-on-one training by incorporating online coaching, group programs, or digital products. I use all the products provided below to assist in scaling my brand/business.
Examples:
- Shirts & other merchandise?
- Lead in sales magnets.
- Blogs?
- Podcasts?
- Holiday discounts?
- Military discount?
- Guarantees?
Leverage Technology: Utilize apps, automation tools, and scheduling software for efficiency.
Build a Strong Online Presence: Invest in SEO, social media, and high-quality content to attract and retain clients.
- Website?
- Wix or any other AI web builder
- Content creations?
- Call to action?
- “DM me “Free” for a free trial is a common one that could be used multiple times.
Dealing with Different Currencies/Countries
Expanding globally means dealing with multiple currencies, which can impact pricing, payments, and profitability. Being an expat abroad, I have to consider a ton of variables that most small businesses do not have to consider within the US borders. However, I found that having some strategies such as the ones below can help drastically reduce the number of headaches you’ll have to endure as a small business owner/coach.
Strategies for Handling Multiple Currencies:
- Use Currency Conversion Tools: Platforms like PayPal, Wise, or Stripe offer built-in conversion.
- Set Prices in Major Currencies: Consider listing services in USD, EUR, and GBP to appeal to international clients.
- How do the markets compare to the US economy?
- Do you charge less for an EU country?
- Countries like Spain, Italy, Romania, etc; have less developed GDPs than the bottom 10 of the 50 US States. This is not to say they are “poor” & “unable” to pay for services, but rather it might be best to adjust your offer or market strategy when discussing business with people in these countries.
- Do you charge more for a rich country like the UAE or Singapore?
- I charge more for a rich country (around 120-150%) and less for a country with less developed economies (around 70-80%) than what I normally charge in the USA.
- Mitigate Risks: Monitor exchange rates and adjust pricing periodically to avoid losses.
Choosing the Right Platforms for Distribution
Choosing the best platforms to distribute your services ensures maximum reach and profitability.
Key Considerations:
- Online Coaching Platforms
- Membership Sites: Offer exclusive content on platforms like Kajabi or Teachable.
- Social Media & Content Marketing: Maximize reach through YouTube, Instagram, and TikTok.
- Multi-Platform Strategy: Diversify revenue streams by combining online coaching, digital products, blogs, E-books, and in-person training.
The Role of Stripe in Online Transactions
Stripe is a powerful payment processing solution for fitness entrepreneurs looking to streamline transactions.
Advantages of Using Stripe:
- Seamless Integrations: Works with websites, apps, and coaching platforms.
- Global Payment Support: Accepts payments from multiple countries and currencies.
- Secure Transactions: Offers fraud protection and encryption.
- Subscription & Recurring Billing: Ideal for membership-based programs.
Legal Aspects: Registering Your LLC
Establishing a Limited Liability Company (LLC) protects your business and personal assets.
How to Register an LLC:
- Choose a Business Name – Ensure it’s unique and available.
- File Articles of Organization – Submit documents with your state.
- Obtain an EIN – Register for tax purposes with the IRS.
- Comply with Local Regulations – Research licensing and zoning laws.
- Set Up a Business Bank Account – Keep finances separate. If you get sued, your LLC/S-Corp bank account will be the only finances at risk.
As a small business owner, I highly recommend using Legal Zoom or Incfile to set all of these up for a small fee. You do not need to use fancy lawyers to do so. Personally, in my experience, they will overcharge you and have no idea how to set your business up properly for tax write-offs or proper LLC/S-Corp Structuring.
Insurance Options:
- General Liability Insurance – Covers accidents and injuries.
- Professional Liability Insurance – Protects against claims of negligence.
- Equipment Insurance – Covers damage to fitness equipment for in-person training facilities,
- Governing bodies such as the NSCA offer insurance options for coaches, however, it is personally unlikely that much will happen to you. That being said…. always make sure to have online waivers in place or have a smaller insurance option that can cover your LLC/personal liability if something were to happen. A great quote to live by in business is “Always better to have a plan and not need it than need it and not have it.”
Customer Retention Strategies
Growing a business is not just about acquiring new clients but keeping existing ones engaged.
Effective Retention Strategies:
- Build a community: Create a private Facebook group or Discord for clients.
- Exceptional Customer Service: Respond promptly to inquiries and feedback. Too many people wait too long for customer service in their earlier days. If you only have three clients, they better be treated with royalty.
- Loyalty Programs & Incentives: Offer discounts, referrals, or exclusive content.
- Utilize Customer Feedback: Regularly survey clients to improve services.
- Testimonials are the best strategy to use here for social proof.
Monitoring and Adaptation
Business growth requires constant evaluation and adjustments; however, it is so much easier to use tools as the business grows to track performance and make more adjustments on the fly. Full disclosure, some of these businesses are big enough to use and some of my businesses are not big enough to use. However, these are generally the top topics of conversation when discussing tools for tracking performance with other business owners in the fitness industry & adjacent fields.
Tools for Tracking Performance:
- Google Analytics & SEO Tools: Measure website traffic and engagement. While I am not big enough to use a tool such as this, a bigger business model may require this.
- CRM Software: Manage client relationships and retention.
- Pipedrive is a decent software I currently use
- Sales & Revenue Reports: Track financial growth and adjust pricing accordingly.
Work with your accountant to give you some free tools for this. Normally pre-made Excel spreadsheets do the trick.
Understanding Tax Law
- Tax compliance is crucial for business stability, especially for international entrepreneurs.
Key Tax Considerations:
- U.S. Taxable by Citizenship: U.S. citizens must report worldwide income regardless of where they live.
- International Tax Laws: Research tax treaties and foreign income exclusions if operating globally.
- Deductions & Write-Offs: Keep records of expenses like software, travel, and equipment.
- Work with a Tax Professional: Ensure compliance and optimize tax strategies.
I highly recommend using a company like Green Back Expat Tax Services if you are overseas like myself. The last thing you want as a business owner is to have the IRS open an audit into you. While this has never happened to me…..I have heard horror stories of those that it has happened to. Make sure you are squared away and do not open yourself or your business to an IRS audit.
Conclusion
While the guide above may seem daunting for some, it is necessary before scaling an online or in-person business. Scaling any business model will require strategic planning, adaptability, and a strong commitment to delivering value. By identifying a niche, leveraging technology, implementing effective marketing strategies, and ensuring financial and legal compliance, you can successfully grow your business. Stay dedicated to both business growth and client satisfaction, and your efforts will pay off in the long run.