SWOT Analysis for Personal Training Business Success

How to Make a SWOT Analysis for Fitness Industry Professionals

Have you thought about how your personal training business is currently performing? Does it make you tighten up, like you’ve hit a wall that you can’t break through?

You’re great at the personal training side of things, but running a business is different to helping a client achieve their fitness goals. First step to growing your business? A SWOT analysis.

OK, what’s a SWOT analysis for a personal training business?

A SWOT analysis is a strategic tool you can use to assess where your personal training business is at any moment. It can help you learn why your business is stuck, set goals, and create a plan for business growth. You see, to create your own luck as a personal trainer, you need to be aware of the four things a SWOT analysis must do:

  1. Identify strengths

  2. Evaluate weaknesses

  3. Look for opportunities

  4. Analyze threats

Understanding these four elements of your business will help you to capitalize on your strengths, mitigate for your weaknesses, take advantage of opportunities, and reduce the impact of threats to your business.

You should do a SWOT analysis at least every six to twelve months. Let’s get started.

Internal vs external

Strengths and weaknesses are internalized elements. They are unique to your business. They cover things like your premises, location, qualifications, availability, processes, specialties, staff, and so on.

Opportunities and threats are external elements. These include your competition, the economy, even COVID: these things are out of your control.

By answering a few questions under each heading, you’ll get a comprehensive perspective on your business. This will help you decide where your focus needs to be, both to develop yourself, your people, and your business.

The secret to a successful SWOT analysis? Ask the right questions

For your SWOT analysis to be effective, you must ask the right questions of your business. Because every business is unique, this can be more difficult than you might think. You’ll answer one question, and this will throw up another question, perhaps, even, in a different area of your SWOT.

However, we can describe the broad questions you must ask of your business.

Identify strengths

You must discover the strengths of your business, understand the tasks that you enjoy most, and what your business does well (for example, helping clients achieve their fitness goals, generating leads from your email marketing, etc.). General areas for examination include:

  • What are your competitive advantages over other personal trainers?

  • What does your business do well?

  • Do you have unique equipment or resources?

  • What is your USP?

  • What qualifications do you have?

Evaluate weaknesses

Many personal trainers and business owners find this part of the SWOT analysis difficult. It’s hard thinking about your personal weaknesses and considering that your business has any weaknesses.

To start, consider the tasks you hate doing, or that take you the most time to complete. What are the things that you struggle with? Consider:

  • What could you improve about yourself?

  • What could you improve about your business?

  • What should you avoid?

  • Why might a client pick another PT business instead of yours?

Look for opportunities

Let’s move on to the things over which you have no control, starting with identifying business opportunities

For example, are you the only personal trainer in your location offering the services you do? Are there current trends that you could exploit (for example, home fitness by developing a video series or online training)? Are there businesses in your area with whom you could connect and offer personal training services to their employees? 

Ask yourself:

  • What can I do differently?

  • What skills and experience do I have that I can exploit?

  • What changes are happening in the economy and lifestyles that could offer opportunities?

  • What are the latest fitness trends that I could take advantage of?

Analyze threats

You should also be aware of risks to your business. For example, are there any new personal training businesses in your area of expertise? Are there any new state laws and regulations that may affect your business operations? A few areas to explore include:

  • What personal training services do other PTs offer?

  • What obstacles are there in expanding your business?

  • Do you have sufficient cash flow?

Evaluate and strategize

Now you have your answers, you must rank them. What are those areas on which you must focus? Is your niche still relevant and profitable? Should you be creating fitness packages for clients? Should you invest more in inbound marketing and blog creation?

Yes, more questions! But it’s the only way to decide what you should be doing with your business.

This is where you create a strategy to move your business forward:

  • Build on your strengths

  • Take action to improve your weaknesses (which may also include outsourcing the things you dislike or aren’t good at)

  • Develop a plan to take advantage of opportunities

  • Decide how you will reduce or eliminate the impact of threats

And to stay on top of your business and ensure it is the best it can be? Periodically review your business with a new SWOT analysis. Contrast and compare. Tweak what must be tweaked. And continue to grow.

7 Common mistakes to avoid when doing a SWOT analysis

If you’re doing a SWOT analysis for the first time, or you haven’t completed one for a while, be careful not to make any of the following common mistakes:

  1. Not considering your clients

  2. Making assumptions with no data to back them up

  3. Not looking at your business from an unbiased point of view

  4. Not considering all the factors that affect your business success

  5. Not considering how factors have impacted you in the past

  6. Not considering how factors will impact you in the future

  7. Not looking long term

Get help with your SWOT analysis

Luck in business? You make your own. Your personal training clients don’t lose weight, tone up, or improve their physique and performance because they have been lucky. 

Your clients achieve their goals because they have taken the right action. They know their goals, and they have stuck to the plan to achieve them. With your help. You have brought your experience and expertise to the table. Without you, they would not have been successful.

To make your personal training business achieve its potential, don’t you need similar help?

To learn how we help our clients and their businesses achieve their full potential, book a free call with Level 5 Mentors today.

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