In 2021, The American College of Sports Medicine’s annual fitness trends survey ranked Online Training as the #1 trend of the year. The COVID-19 pandemic has heightened an already increasing interest in consumers to find workout programs online that they can follow along to from their homes.
At Wodify, we have seen successful online programming businesses use Wodify Core software to manage everything from initial client sign-up to ongoing workout access and client engagement. Businesses like Paragon Training Methods, Dead Boys Fitness, Chalk Performance Training, and more all have built large online communities of engaged members without having a physical location.
If you have a passion for fitness, expertise in a specific style of programming, and a desire to put in the work required to build a successful online community, then there is nothing stopping you from creating a thriving business. Here’s our advice on how to get started with your online programming business:
One of the pitfalls that many online fitness entrepreneurs make when they first start is trying to create a generic program for anyone looking to get in shape. When you set out to build a program that works for everyone, it can be very difficult to stand out from the online noise and get to a critical mass of early subscribers. It’s better to start with a very targeted program(s) that solves a specific need for a smaller audience and then grow from there.
To find your niche you should ask yourself where you already have an audience. Do you have a social media following of people interested in a certain type of programming? What about personal training clients that have similar needs? Tailoring a program to fit people you can reach immediately is one of the best ways to jumpstart your online business.
Here are some examples from other online fitness businesses:
“This program is best suited for intermediate and advanced athletes who have some powerlifting and olympic lifting training and have access to a wide range of equipment.”
Street Parking Postpartum
“4-Week Postpartum Recovery Program. 4-Week Postpartum Core Rehab Program. Postpartum Rebuild Guide + Suns Out Guns Out Mamas Edition. Access to Private Facebook Group - SP Pregnant/Postpartum Moms. Support from SP Prenatal/Postpartum Coach, Carolina Stone”
Chalk Big Booty Blueprint
“This program contains a variety of movements that are specific to only this program, which will change your glutes faster than anything else out there. Guaranteed!”
By narrowing your focus to a specific niche, you can have targeted marketing, engaged members, and ultimately a more successful launch!
After you define your niche, it’s time for the real work to begin. Planning out your program(s) and pricing in advance is key to starting your online business. It’s important to consider not only what kind of workouts you’re going to provide, but also what equipment will be needed and what technology you will need to use in order to distribute your workouts.
Consider each of the following when planning your programming strategy:
Lastly, you must determine how to price your online offering. Typical online programs are priced between $10/month to $50/month, with some coming in even higher if there is any personalized coaching involved.
When building your pricing model, keep in mind that one of the key differences between online and in-person fitness businesses is that there is very little increase in overhead as your business scales. For that reason, we recommend having a lower price with the goal of building a large community with thousands of clients.
One of the most important elements of an online fitness business is fostering a strong & engaged community. Each of your online clients should feel like they are part of a greater network of people going through the same program as they are, no matter the distance.
This can be harder than building a community with a physical location because you can’t easily do in-person ice breakers or events. However, with the right strategy, your online presence can be just as strong! Here are some ways to do just that:
As long as you do the groundwork and put the right pieces in place, you will be set up for success to have a thriving community as you add more and more new members to your online business.
Just because you started, doesn’t guarantee you members… As important as your workouts themselves, you need to have a solid strategy for how you are going to acquire your online programming clients. A marketing plan doesn’t just have to be about spending money, you can invest in organic marketing that, if done effectively, can get you paying clients without having to spend a dime.
Here are a few tactics to consider when creating your marketing plan:
Now that you have everything in place, it’s time to get your online programming business out there in the wild! Launching something you’ve worked so hard on can be nerve-wracking, but you will never know what is working or not working until you’ve tried it. So don’t be afraid to launch and start getting feedback.
Odds are you will need to make adjustments to all of the things listed above, but as long as you are flexible and stay in close contact with your community, you can make improvements without losing any paying customers.
Ready to start your online programming business? Give our team a call to learn more about how Wodify can help and get a free business consultation. Book your call here.