Helping fitness consumers make their choices

With consumers presented with so many options when looking for a product or service in the competitive fitness industry, Justin Tamsett's presentation at the upcoming Australian Fitness & Health Expo​ in Perth will explain how businesses can differentiate.

According to fitness business coach and entrepreneur Tamsett, the way to stand out can be summed up in one word: differentiation. Tamsett believes differentiation  is so important that his business motto ‘differentiate or die’ – which will be the title of a seminar he will present at the upcoming Fitness & Health Expo in Perth.

Tamsett sees that differentiation (the process of distinguishing a product or service from others to make it more attractive to a particular target market) positions a product as unique and that customers can then easily spot the difference.

There are many ways to dance to a different tune than your competitors but Tamsett has four favourites that are the most cost effective and simple:

1. You need to know why you are in business. This is the most unique aspect of your business, so you need clarity on that and then articulate it. This articulation is a critical component to all your marketing messages. I would guarantee no one in the fitness industry would have exactly the same reason why they opened a gym or started a PT business.

2. You need to dominate, inspire and be an expert in specific markets. If you can show an expertise in pre-natal, adventure races or bodybuilding then you will inspire a segmented market to your business. This segmented market want to deal with experts, so positioning is critical.

3. Every fitness centre sells gym memberships. Every personal trainer sells PT packages but very few are branded and packaged to meet my needs. Consider selling a program that meets the needs of your segmented market.

4. In a world we are trying to cut costs, we have all but given up on experimentation and innovation. To remain different you need to try things and be happy with 10 people enrolling in a program or 5 new members or a class that is half full. It is critical we give ourselves permission to innovate and try things.

Once differentiation becomes part of the culture, it becomes a filter by which all decisions must pass through and will ward off what Justin calls Shiny Bright Object Syndrome, or SBOS.

Tamsett explains “fitness business owners are prone to SBOS. In other words, let me buy this or do this as it will be the answer to my problems - and it can be tempting with many new products and trends coming and going in the industry.

“In reality, before making any decision the filter should be asking yourself if it’s what your members or clients really want. If the answer is yes, then explore. If the answer is no, then dump the idea – no matter how precious it is to you.”

The second strategy for not suffering SBOS is to have laser focus in where you are heading and what is required for that direction.

He adds “if you are clear on your differentiating factors, then new toys, fads and opportunities will not dominate your thoughts.”

Differentiation on price

The added benefit to a successful product differentiation strategy will move your businesses from competing based primarily on price to competing on non-price factors, says Justin.

Tamsett continues “generally, when comparison is difficult as products are so separate it means you can charge a little more – perhaps 10-20% more.

“The product must meet the needs or solve the pain of the consumer you are speaking with. If it doesn't they will not justify the increased cost.

“The rider is that it is all about your position in the market place. You must be seen as the experts who inspire. Without the expertise or the inspiration you will struggle to justify the increased price.

“So focus on positioning and you will be able to charge more.”

Justin Tamsett will share tools to innovate and differentiate from competitors at a seminar held at the Perth Fitness & Health Expo, Perth Convention & Exhibition Centre on Friday 11th September from 2 to 3pm.

Click here to book attendance at this session.

Visit www.fitnessexpo.com.au for general information about the Expo. 

17th April 2015 - 200 EXHIBITORS DISPLAY THE BEST OF FITNESS AT THE AUSTRALIAN FITNESS & HEALTH EXPO

18th July 2014 - MYSTERY SHOPPING HELPS ANYTIME FITNESS SHAPE UP