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Personal Trainer SWOT Analysis (Examples + Samples - 2019)

If you’re a fitness professional and looking to perform a thorough personal trainer SWOT analysis, whether that being for the purpose of nailing a job or so you can write an effective personal trainer business plan, then this article is for you!


First, the basics…


SWOT stands for Strengths, Weaknesses, Opportunities, and Threats and is utilised by business’ big and small to find out where they sit in their respective market places.


It is an incredibly easy to do and effective tool for you to be in the know of how to position yourself in respect to other trainers and key variables that makes a personal trainer successful.


To get started, create a mini table or 2:2 grid, with strengths in the top right hand corner, weakness in the bottom left, opportunities in the bottom right and threats in the top left.


As seen below:

Strengths and Weakness’ are internal to your personal training business, whether you have just qualified or been an established trainer for many years.


These can be your process’, your areas of speciality or location, but more on this later on in this article……



Opportunities and threats are external to you, such as your competition e.g. other trainers or market growth and economic climate. Basically, aspects that are outside of your reasonable control.


By organising them in a simple 2:2 grid you or somebody else can visually see the underlining fundamentals to your business without having to dig into particulars. A well-executed personal training SWOT analysis will give you a good direction and comprehension to what aspects of your PT business you need to focus on to achieve the growth projections that you have forecasted for.


A personal trainer SWOT analysis will allow you to take a fresh look at your PT business, see how to correlates against other trainers and really highlight aspects of where you can improve or take advantage of.


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Who Should do a Personal Trainer SWOT Analysis?


Whether you are looking to start as a one off personal trainer or set-up a personal training studio or gym, the founder and business owner should take responsibility for conducting a SWOT analysis. This is because only you know your business and this is nt the type of task that should be lightly hand over to someone else or delegated.


That being said….


It is advisable to show your results of your SWOT analysis to friends or preferably someone who knows business or personal training to give you a different perspective or points of consideration.


It is advisable to re-do a personal training SWOT Analysis every 6-12 months or so as the industry is ever changing and fast paced, thus your SWOT analysis will change with it. This is particularly prudent with new competitors as trainers come and go. Additionally, you can do a personal trainer SWOT analysis on each new trainer that gets recruited if you work for a gym and on each trainer that leaves, as that would generate new opportunities with clients potentially needing a new personal trainer.


A SWOT analysis can be very useful to a trainer if they are pursuing becoming a rental personal trainer but want to ensure they are picking the best gym for them to operate out of. Conducting a PT SWOT analysis would be extremely useful to finding out what gym would be best for you to become successful within.



How to do a Personal Training SWOT Analysis the right way!


Firstly, there are many ways to do a SWOT Analysis, but to do a personal training SWOT analysis in particular, we recommend doing both a face-to-face visit to gyms combined with online research. This would still go under one umbrella, but many trainers forget to include the online components when conducting personal training SWOT Analysis.




Firstly, you need to be organised and formulate a pre-determined list of agenda and areas of interest to focus on or be observant of before visiting a gym or booking in with a rival trainer. This will help you prioritise what is important to you and your business, plus it can be difficult to think on the spot at times.



Here are some examples of elements you may wish to consider before you go and mystery shop a gym to perform a personal trainer Analysis:

The second part of your personal trainer SWOT analysis can be completed online and from home. Some of the points from the face to face SWOT can be found online too. Here are some online specific personal trainer SWOT analysis points to take into consideration:


Other things to consider in your personal trainer SWOT analysis:


As you get more familiar with your competition and your own business, especially as a new personal trainer, you will be able to know and therefore review more hidden elements to execute a thorough SWOT analysis. This could be:

When filling in your fitness SWOT Analysis, you need to evlaute every component of the service you are offering. The best way to do this is to ask yourself a series of questions:

TIP: Often, a weakness’ can fit into your opportunities section as they can be converted from a weakness to an opportunity.

Create a Ranking System of Priority:


Once you have completed your SWOT analysis, you can now create a  ranking system to determine what is most crucial to your success. Through creating a simple, yet effective ranking system, similar to lead scoring you can prioritise and strategize ways around key aspects of your personal training business. Here is an example of ranking system, you can attribute to your SWOT Analysis results:

Once we have labelled up what you determine as your areas to focus on as priority, then you can brainstorm the methods to achieving success in a chronological format.


Here is a Personal trainer SWOT analysis example for you:

(Remember consider both yourself & The Gym)


A SWOT analysis is a great way for you to understand the key aspects and risks to your personal training business. Remember to update your SWOT Analysis each time a new trainer starts at your gym, a trainer adds to their personal trainer qualifications or the gym you operate out of changes.

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Written by Luke Hughes

CEO and Co-Founder

Join Luke on Facebook at the OriGym Facebook Group

Luke is the CEO and Co-Founder of OriGym. Holding a first-class degree in Sport and Exercise and an MSc in Sport and Nutrition, he is also qualified as a Level 4 Personal Trainer with various specialist credentials covering the entire spectrum of health, fitness and business. Luke has contributed to a variety of major industry publications, including Men’s Health, Women’s Health, Daily Telegraph, The Guardian, Metro, Cosmopolitan, The Mirror, The Sun, The Standard and more.

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