Define and reach your sports coach target audience

Introduction

Finding the right clients is not a matter of luck. It's a method. Clearly defining your audience will help you sell better, schedule your sessions better and build loyalty. This step-by-step guide shows you how to choose a viable target, understand them, and reach them with offers and messaging that hits the mark. To centralize your offers, reservations, payments and messages, discover EKKLO here: info.ekklo.com.

Tip now: if you don't yet have a clear offer, start by structuring one or two simple packs. Our guide to creating attractive and packaged offers will save you time.

1) Lay out your positioning: who you help, for what, in how long

1.1 Define a useful niche (not just "original")

• Target a specific situation: "Young mothers with little time", "Stressed executives who train at home", "Cross-training 40+ to relieve the back".
• Check that there is severe and frequent pain (low back pain, lack of time, stagnation, loss of motivation).
• Clear formula: “I help [public] to [objective] within [time] thanks to [method]. »

Example: “I help beginners get back in shape in 12 weeks, without equipment, with 3 30-minute sessions. »

1.2 Assert your credible difference

• Your proof: diplomas, customer results, testimonials, years of experience, sports practiced.
• Your style: tone, format of sessions, follow-up, tools (applications, messages, weekly review).
• Your strong constraint: local, online, hybrid, morning/evening slots, small groups.

1.3 Take responsibility for what you don't do

Saying no clarifies your yes. Refuse anything that dilutes your results. Example: “I don’t prepare for strength competitions. I am dedicated to getting back into shape without heavy lifting. »

2) Test demand: field evidence and simple data

2.1 Explore where demand is expressed

• Keywords and trends: Google Trends, search suggestions, YouTube, Reddit, local forums.
• Social networks: Instagram/TikTok hashtags and comments; note recurring questions.
• Field: talk to 10 people corresponding to your target; ask their biggest obstacle.

Key questions: “What’s stopping you from starting? ", "What result would make you say it's worth it? »

2.2 Question your customers and prospects

• Mini-survey (5 questions max): main objective, obstacles, possible frequency, budget, preferences (solo/duo/group).
• 15-minute discovery call: validate pain, deadline, urgency, budget.
• Note the exact words used: you will reuse them in your pages and posts.

2.3 Analyze the competition intelligently

• Who already occupies the niche? What do they offer? What evidence?
• Where are the holes in the racket? (ex: no nutritional monitoring, no early hours, no home program)
• Position yourself: best for a subgroup, for a format, or at a different price/guarantee.

3) Build actionable personas (useful for your offers and messages)

3.1 Quick and sporty portrait

• Profile: age, job, constraints (time/children), location.
• Level and history: injuries, past practice, training preferences.
• Actual availability: days/times, online or in person.

Summary example: “Sarah, 34 years old, 2 children, 30 minutes in the morning at home, wants to re-tonify without a gym. »

3.2 Objectives, obstacles, triggers

• Objective: measurable and dated (ex: -5 kg in 12 weeks, repeat 10 strict push-ups).
• Barriers: lack of time, fear of injury, beliefs (obligatory cardio, etc.).
• Triggers: marriage, return to school, pain, photo that shocks, move.

3.3 Channels and messages that resonate

• Channels: where your persona spends time (Instagram in the evening, LinkedIn in the morning, WhatsApp groups).
• Format: before/after, demonstrations, short tips, daily stories.
• Message: repeat their exact words and promise realistic progress, with a date.

Express model (copy and paste) to fill out for each persona:

• I speak to… [public]
• Who wants… [objective]
• But gets stuck on… [brakes]
• I help them with… [method]
• In… [duration] for… [proof/result]

4) Building offers that convert and frictionless customer experience

4.1 A clear “staircase” of offers

• Gateway: evaluation + paid trial session (30-60 min) with action plan concrete.
• Flagship program (8-12 weeks): structured progression, planned sessions, weekly follow-up.
• Continuity: maintenance subscription, small group, monthly workshops.

Tip: 3 levels (Essential / Plus / Premium) make the decision easier.

4.2 A customer journey that reassures and motivates

• Onboarding: health/goal questionnaire, set a “first success” in the 1st week.
• Monitoring: short assessment each week (RPE, sleep, pain, pleasure), adjustments.
• Evidence: photos/videos of progress (with consent), milestone badges.

4.3 Prices, guarantees and places limited

• Readable prices linked to value (result, time saved, injury avoided).
• “Satisfied or refunded - 14 days” guarantee on the flagship program.
• Limited cohorts (e.g.: 10 places / month) to create sincere scarcity.

Centralize offers, reservations, payments and messages from a single platform to limit administration. Test EKKLO: info.ekklo.com.

5) Choose your channels and messages: content that sells without forcing

5.1 Editorial line 70/20/10

• 70% educational: 1 tip, 1 demonstration, 1 mistake to avoid.
• 20% social proof: testimonials, behind the scenes, mini-case studies.
• 10% sale: reminder of open places, clear call to action.

Simple calendar: 3 posts/week + 3 stories/day + 1 live/fortnight.

5.2 Formats that convert best in sport

• “Before/after” carousels with action plan.
• Reels of 30-45 s: 1 exercise, 1 instruction, 1 error.
• Weekly “customer progress” emails + quick tip.

To go faster, learn how to create Instagram or TikTok content with AI without losing your personal touch.

5.3 Lead magnets and appointment booking

• Lead magnet: “10 minutes/day to restart your cardio” checklist or 7-day mini-plan.
• Short landing page: promised result + testimonial + “Book a call” button.
• Call script focused on the objective: 80% listening, 20% framing of the offer.

6) Measure, adjust, scale up

6.1 Your 6 numbers that count

• Qualified traffic (visits to your offer page)
• Appointment bookings (rate of 2-5% on qualified traffic)
• Show rate on calls (70-80%)
• Conversion rate to the offer (30-50% for a well-framed flagship offer)
• Average basket and average duration (LTV)
• Renewal rate / recommendation

6.2 Iterate with small, quick tests

• Test 2 offer promises over 2 weeks (same price, different message).
• Test 2 capture formats (PDF lead magnet vs mini-video) and keep the winner.
• Simplify onboarding if friction is high (fewer forms, more automation).

6.3 Standardize and automate what works

• Message templates (reminders, congratulations, request for opinions).
• Weekly monitoring systems (short questionnaire + auto adjustment).
• Smooth booking and payment scenarios.

To centralize and save time on a daily basis, manage planning, payments, tracking and messages in one place with EKKLO: info.ekklo.com.

7) Examples of targets and messages that performent

7.1 Recovery after pregnancy

• Promise: “Restart gently, strengthen perineum and girth, 12 guided weeks. »
• Evidence: customer reviews, specific certification, validated protocol.
• Channels: Instagram, local groups, midwifery partnerships.

7.2 Executives in a hurry at home

• Promise: “3 x 30 minutes, without equipment, to boost energy and posture. »
• Evidence: flexible schedule, WhatsApp tracking, timelines.
• Channels: LinkedIn, local newsletters, word of mouth.

7.3 40+ pain-free

• Promise: “Less pain and more functional strength in 10 weeks. »
• Evidence: mobility tests, regressions/progressions, video testimonials.
• Channels: local Facebook, physiotherapy offices, discovery workshops.

7.4 Young people starting bodybuilding

• Promise: “Visible and safe progress without hurting your shoulders. »
• Evidence: pedagogy, session templates, technical reminder.
• Channels: TikTok, Reels, 30-day challenges.

To remember

• A useful niche = frequent pain + measurable result + clear deadline.
• Your best offers follow a simple path: evaluation → program lighthouse → maintenance.
• Good messages take up word for word the obstacles of your audience.
• Measure 6 indicators, test one thing at a time, automate what works.
• Centralize administration to keep your energy on coaching.

Conclusion

You don't need to “please everyone” to fill your schedule. You need a specific audience, a credible promise and simple execution. Start with a target, a flagship offer and a channel. Adjust based on feedback and numbers, then scale. To go further on choosing your specialty, read our guide to find your niche. And to save time on a daily basis, centralize your offers, reservations, payments and customer monitoring with EKKLO: info.ekklo.com.