As a gym or boutique fitness studio owner, you likely have competition from all over. Big-name fitness brands have huge marketing budgets and established reputations, making it challenging for small businesses to stand out. But one thing can help set you apart from the competition: a clear and compelling value proposition.

By definition, a unique value proposition is a "clear statement explaining your product's benefits, how it solves customers' problems, why it is different from the rest, and why customers should buy it."

For a boutique studio or gym, your value proposition should communicate the unique benefits of your gym or fitness studio to potential customers. It showcases what makes you different from other fitness options and why clients should choose to work out with you, and it's your promise of what a client can expect to experience. 

It's often the missing link when our consultants work with a studio owner struggling to get new leads in the door. If you're unsure what sets you apart, your clients won't either. Without a clear value proposition, it comes down to price and proximity when a client is debating where to join. You can tip the scales in your favor, however. 

Here are six strategies for creating and marketing your value proposition.

1. Identify Your Target Audience 

The first step in creating a value proposition is understanding your target audience. Who are they, and what are their fitness goals? What motivates them to work out? Once you know your target audience, you can tailor your messaging and offerings to appeal to them.

For example, if your target audience is busy professionals looking for a quick workout during their lunch break, you might emphasize your gym's convenient-to-work location and short workout classes. If your target client is moms of young children, your childcare center is probably high on their wishlist for a potential workout facility. You need to know your target so you can speak directly to them. 

2. Focus on Your Unique Selling Proposition. 

Your USP is what sets you apart from your competition. It's why customers should choose you over your competition, including larger, more established gyms. To identify your USP, ask yourself:

• What specific service is your company selling?
• What is the result of purchasing from your business?
• Who is your target customer for this product or service?
• What makes your gym or fitness studio unique and different?
• Do you offer specialized classes or equipment that make you stand out or more attractive? 
• Are your trainers exceptionally knowledgeable in an area that matters to your target client? 
• Why do clients work with you? If you're not sure, ask. 

Once you've identified your USP, use it to craft your messaging and offerings. It's important to note that we're marketing "why" statements, not "what" statements. In other words, Why a client would enjoy working out at your studio- not what you offer. "What" statements are features that may or may not interest your potential client and could include ubiquitous statements like "well-trained instructors" or "convenient class times." Both statements may be true but differ from why a new client would choose you over a competitor. When creating your value pitch, make sure you lead with why they want to workout with you, not what you offer. 

3. Keep Your Messaging Simple and Clear. 

Your value proposition should be easy to understand and communicate. Avoid using industry jargon or technical terms that might confuse your audience. Instead, focus on communicating the benefits of your gym or studio in a way that resonates with your target audience.

For example, instead of saying, "We offer metabolic conditioning classes," you might say, "Our classes are designed to help you burn fat and build muscle in less time." The first statement is what you offer, while the second phrase presents the same information as important to your target client. Clients come to gyms for the why. 

4. Leverage Social Proof. 

We've been discussing social proof on the podcast and blogs this month because it's such a powerful tool in marketing. 95% of customers read reviews before purchasing, so your review drives and social proof campaigns are crucial. We know that people are more likely to work out at your gym or studio if they see that others have had a positive experience. Use customer testimonials, before-and-after photos, and success stories to demonstrate your value and the incredible experience your clients have enjoyed at your gym in relation to your value proposition- they need to be related to the testimonial to land effectively.

5. Test and Survey. 

Once you think you have your perfect value proposition statement, test it out. Ask your community, 

• Is my message clear?
• Is it relevant to your ideal client? If showing your clients, can they see themselves in the messaging? 
• Do they want the value promised? Does it make them want to purchase?
• And finally, is it differentiated? Is it clear why someone would choose your gym over alternatives?

Here is an example of a clear, concise value statement proposition. It doesn’t need to be complicated to be effective. 

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6. Market Your Value Proposition

You've created your clear, compelling value proposition; now it's time to share it. Include it wherever customers can interact with it. 

1. A great value proposition is often right at the top of your website- above the fold- so clients see it before they scroll. 
2. Paint or vinyl your storefront windows.
3. Include an abbreviated version (if necessary) in your Instagram bio.
4. Add it to your business email signature.
5. Include it in any paid ads- messaging, images, or both.
6. Share it with your staff and talk about your value often until your clients can recite it for you. 

Like a mission statement, your value proposition works best when shared with the world.