MARKET: Competitors

• Identify direct and indirect (and potential) competitors. DO NOT INDICATE THAT THERE IS NO COMPETITION.  Make a realistic assessment of their strengths and weaknesses. Discuss the 3 or 4 key competitors and why customers buy from them, and determine why customers might leave them.
1. Lori Harder - www.loriharderfitness.com is a similar online training business offering digital downloads and online training groups. Lori and I are actually friends and have a very similar fitness competition background. Lori has been at this longer than I have and her branding is, as my client described as "more buttoned up" marketing which attracted her to Lori's 3 month program when she was searching for a program. The feedback I received from several of my clients said they chose me over a better-marketed competitor because I seemed more relatable and they didn't feel like they were just going to get some digital downloads and some fitpro's "team" to coach them. Some people have left Lori's program to try mine out because according to them, she doesn't really even interact with her clients in her online coaching groups so much. It is her "team" managing communications. I've also had my clients leave me and try her program since they are so similar and their marketing is much more persistent than mine. Lori's job description on her social profiles is "Self Love Expert". She also runs The Bliss Project which is along the same lines and the "spirit junkie" movement. This is highly popular with some people, but most people who are drawn to my non-nonsense training and military background are not as drawn to the follow your bliss philosophy. Our pricing is very similar for the 3 month programs we offer, but her program recommends purchasing over $300 in supplements to get started. I don't make these recommendations, only a guide to which protein powders/meal replacements I recommend and why. LHF has many more financial resources than I do for branding/marketing. While my resources and marketing budget are not as large, I still feel like I can compete based on offering clients something they aren't getting from the manufactured feeling of this larger operation. I don't have a large overhead expense and don't need to have tens of thousands of clients to consider myself successful. 
2. Beachbody - these are workouts that can be done at home which is highly attractive to my current and potential clients. Many of my clients come to me after trying or give Beachbody a try. Most have been highly disappointed by Beachbody because the "coaches" don't have any of the experience I have. They are more like cheerleaders than coaches or trainers and typically apply high pressure on clients to also buy into the Shakeology shakes. Obviously their marketing materials and DVDs are professionally produced while a lot of mine have been created by me. The power of MLM is strong... to the point where some people treat it like a religion. This means people who buy in usually buy in big, but the ones who are turned off by the rah, rah, are extremely opposed to whole operation. Beachbody has many more financial resources than I do for branding/marketing as well as a huge sales force. While my resources and marketing budget are not as large, I still feel like I can compete based on offering clients something they aren't getting from the manufactured feeling of this larger operation. I don't have a large overhead expense and don't need to have tens of thousands of clients to consider myself successful. 
3. Natalie Jill Fit - Natalie Jill Fit sells mostly digital downloads and DVDs. The quality of these products is high and she has a huge social media presence and excellent branding. Clients said they chose me over NJF due to the personal touch and coaching I provide. NJF also focuses on body weight training and my clients prefer the weight training I program for them. While my resources and marketing budget are not as large, I still feel like I can compete based on offering clients something they aren't getting from the manufactured feeling of this larger operation. I don't have a large overhead expense and don't need to have tens of thousands of clients to consider myself successful.