A visitor with a specific goal — weight loss, strength, injury recovery — wants to quickly confirm you have relevant, specific experience.
A visitor with a specific goal — marathon training, post-injury recovery, strength for a specific sport — wants quick confirmation of relevant, specific experience, which a specialist positioning provides faster than a general one.
A broader positioning serves a wider range of potential clients and can work well in a smaller local market where a narrow specialism might not have enough addressable demand to sustain a business.
A primary specialism, clearly stated, alongside general capability for other goals lets a trainer lead with a differentiated strength while still serving clients outside that specific niche.
Whatever positioning is chosen, it needs to be stated clearly and specifically — a vague "personal training for everyone" serves neither the specialist nor the generalist strategy well.
Find out how clearly your own positioning reads.
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