Planning Ahead for A Side Hustle with Some Muscle
Author: Sonja Dumas
The empty sorrel and ginger beer bottles 🍻 are clinking in the garbage can and there are only a couple of slivers of ham and turkey in the fridge. At this point, people are usually living somewhere among the regret of having consumed too much, the anticipation of a big New Year’s Day feast 🎆, and the hope of achieving their New Year’s resolutions which typically include losing all the weight that they gained before and during the holidays.
So let’s say you’re in the fitness business – a “fitness-preneur” of sorts 🏃♂️. (I can’t take credit for that hybrid term and its derivatives – it’s already on Instagram, but you get my drift). You are the answer to the holiday overeater’s dream. Ask yourself the question: “Did I miss an opportunity to get some post-season income?” Maybe you did. But that’s the point of planning – the best thing to do is to plan waaaaaay in advance. That way, you’re ready with your campaign and focused on your goal, and you’re not scrambling.
It might be too late to capitalize on the post-season fitness opportunity for 2021/2022, but there’s always 2023 and beyond. So if you have advanced skills in areas like yoga, fitness training, diet training, etc. plan from now to snap up some easy 2022/2023 end-of-the-year/beginning-of-the-year business with a campaign that offers classes that help people to actually make good on their post-holiday fitness intentions. Start. Planning. Now. Here are a few pointers:
1. Start your promotional campaign from September and build throughout the last quarter of the year. People will be in high New Year’s resolution mode from late December to early January. Communicate to them daily before and during that period – let them know that you’re here to help them achieve their healthy lifestyle goals. A solid, consistent social media programme will go a long way.
2. Keep things fun on your socials. Training is an arduous task, so make the burden lighter for your clients. India-trained yoga expert Kassandra Pemberton from Trinidad and Tobago 🧘🏿♀️, who runs a practice that successfully pivoted to online classes during the pandemic, is a fine example of this. Her video posts help and encourage viewers to beat the battle of the bulge in joyous and highly relatable ways.
3. Don’t sell a “6” for a “9”. If you know that your level of expertise is really 4 on a scale of 1 to 10, and the ink is still wet on your certifications, rather than jeopardizing people’s bodies as well as your (potential) brand, consider aligning yourself as a freelancer with an already established brand, gym or programme to build your experience.
4. When you do get clients, be vigilant about your clients; make sure that they’re not overdoing it. A lot of people are so eager to get fit that they attempt exercises that are way beyond their ability.
5. Look for opportunities in peripheral areas as well. Take the whole activewear segment, for example. People want to look good while they’re exercising. Lisa Beharry of T&T has capitalized on that with her line Spire Movement. The brand promotes an active lifestyle all year round, but gives end-of year specials on a variety of athleisure wear. Maybe there’s a partnership in the future.
Go on, build that side hustle muscle!
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