Every single brand, whether it be a solopreneur with a home-based business or a multinational corporation spanning the globe, has an ideal client. And this client avatar informs all of the decisions that brand will make. What services they offer, how they scale their business, whether or not to expand, and how to create effective marketing campaigns…all of these efforts are done with their ideal client in mind.

As a boutique fitness studio owner, you also have an ideal client. Defining that avatar is vitally important for your business. You will also make smarter business decisions based on this character you identify. You will keep that ideal client in mind as you determine schedules, new classes, marketing strategies, and so much more.

The Ideal Client In Your Pilates, Barre or Yoga Studio

When identifying an ideal client for your Boutique Fitness Studio Business, some studio owners get hung up before they begin. They fall prey to the false idea that having an “ideal client” means that all of the clients that come to their studio are the same. This is not the case. 

Every single one of your clients is unique. They are human beings and they are all different. An ideal client is not a certain age or weight or income level. When you are working on identifying your ideal client, it’s important to realize that you are essentially creating a fictional character that will serve as a lens you look through when making decisions. It’s not meant to pigeon hole you or your business. It is a  tool to add to your marketing toolkit. 

How To Define Your Ideal Client

Creating your ideal client profile takes a great deal of thought and effort, but it is worth every bit of the work involved. To start, you need to ask yourself a series of questions. Things like:

🎯What does he/she love about life? What makes her/him happy?

🎯Why haven’t other solutions worked for them? What do I struggle with?

🎯What objections/hesitations/concerns does your client face?

🎯What is going through your client's mind during the minutes before purchase? 

🎯What can you do to put them at ease?

🎯What happens if they don't become a client? What will they miss out on?

It’s important to note that just thinking about your answers to these and other questions like it is not enough. You need to get the thoughts out of your head and onto paper. Our minds are very good at thinking up things, but not so good at remembering them so it’s important to get these thoughts out and documented.

How To Use An Ideal Client Profile In Your Boutique Fitness Business

Once you have gone through the work of creating this ideal client character, you need to use it. Your business stands to benefit in numerous ways by doing so. It’s not an exaggeration to say that you will look at nearly every single business decision you make through the eyes of this ideal client. And it will inform your choice.

For instance, let’s say you are considering adding another teacher to your team because you have waitlisted spots on your schedule. All sorts of decisions you make related to this will need to take your ideal client into consideration.

💁What kind of personality or qualifications do you need in a teacher that would work best with your ideal client?

💁What times of day or days of the week would your ideal client like to see added to the schedule?

💁What style of movement or level of class will help support your ideal client in achieving your studio’s promise?

This is just one of nearly endless ways in which you will rely on your ideal client profile to make decisions for the betterment of your business. Take the time necessary to get very clear and specific on your client profile and it will provide a check and metric from which you can make business decisions aligned with your purpose. 

I hope this helped clear up what is and what is NOT an ideal client and that you can start using an ideal client profile inside your studio business so that everybody wins. 

If you want more help with this, you are definitely not alone. You’ve been through extensive teacher training and you know everything there is to know about the movement method you use in your studio. But chances are, no one ever taught you how to market your business.

It’s time for that to change. Join me and other studio owners just like you in my Marketing Intensive program and discover how to up-level your business with marketing that puts you in complete control of your growth (and profit!) in just 8 weeks. 

To learn more, visit springthree.com.