per hour then your income can grow exponentially.
One of the best tactics to increase your income is by
Specialists in other fields earn substantially more than
Take doctors for example…
A heart surgeon can earn 3 or 4 times more than a
120k a year versus 500k+ a year.
That’s pretty substantial wouldn’t you say?
Same goes for attorneys.
Attorneys who practice general law do well.
Attorneys who specialize in criminal defense,
malpractice or what have you earn 3-10X more.
Why does the specialist earn more than the general
Becoming an expert doesn’t happen overnight.
One of my favorite quotes is from Dr. Evil…
“It’s Dr. Evil, I didn’t spend six years in Evil Medical
School to be called “mister,” thank you very much.” Dr. Evil
Dr. Evil is right… when potential clients view you as
an expert; they are willing to pay you more.
Expertise = results.
Another reason specialists can charge more is demand.
Supply and demand.
You need to start thinking about your personal training
business the same way a doctor who specializes does.
By specializing, 3 things occur.
1. You can increase your hourly rate because you are
2. You will be able to attract more affluent clients.
3. You set yourself apart from all the ‘general’ trainers in
Most six and seven-figure income earners I know are
specialists. They find a niche and service it better
than anyone else.
They go narrow and deep in a given niche.
They become the ‘go to’ person in their market for
How to Become Specialized…
What makes you special?
I’m sure your mom thinks you are special… but it’s
important that future and existing clients know you are
Forget about trying to service everyone… it’s impossible.
Worst yet, you will not be able to command a higher hourly
rate by servicing the general population.
Find a niche that you enjoy, master it, profit from it.
Picking a Niche
Which niches earn the most?
Older populations, golfers, and youth performance
enhancement are all booming with specialist trainers.
Find a problem that exists in your local area and solve it.
Your best bet is to pick a niche that possesses a decent population
of affluent people.
Affluent individuals have a healthy surplus of money each month.
Formula for Specialization:
Niche + Affluent Buyers + Lack of Qualified Trainers = Higher Income.
Let’s use golfers as an example of low hanging fruit…
Golfers and golf courses are all around the World.
The average golfer has an annual income of $87,300.
Not bad at all.
Golfers are willing to spend money to improve their
game. As a group, golfers spend $17 billion on golf
equipment and products alone.
That’s a lot of money… in fact, that is more money
than the film and music industry makes during a given
Golf is also a social sport. Golfers talk to each other.
Golfers will refer more golfers (be sure to reward clients
who refer new clients).
So golf fits the formula for increasing your monthly
income pretty nicely.
Take my friend and coaching client Christian Henning
He’s a golf loving freak.
He’ll show up days early to our masterminds just to play
golf in whatever city we’re holding the mastermind
He can talk golf all day long.
He loves training golfers – they have the money
that he commands and they refer their friends to
So he’s made golf fitness his niche and now makes
his golf training program available to anyone thanks
to the reach of the interwebs.
But the lesson in this story is this…