I am in the process of starting my own private personal training business. I am currently located in Los Angeles, CA. I want to present a service that caters to all ages, levels and both genders. Basically, I am like a one stop shop fitness trainer that will be able to help my clients achieve their goals. I think someone should choose me because I have over 18 years of experience and knowledge regarding fitness training. Out of those 18 years, I have worked as a certified personal trainer for 6 years. I am former collegiate athlete in both football and track, but still knows how to cater to other sports and those with specific fitness goals. I am certified through one of the most recognized programs in the world, ISSA.

When someone trains with me they will get someone that will provide enthusiasm, commitment, sincerity about their well being and someone that is knowledgeable about fitness and nutrition. I would love to have a company name that has my name in it because I feel that my name is kind of unique and not common. I will know what my name should be when I hear it and see it.

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Jay’s Answer: By choosing a wide range of potential clients, you’ve effectively made it very hard to showcase yourself as the right person for their needs. A beginner will have very different needs from a triathlete. A young man may have different needs from a senior citizen woman, etc.

So, my first suggestion is don’t try to say you’re all things to all people. Pick a niche, and become the “go-to” person for that. Given your background, why not specialize in “weekend warriors” – or those in training for upcoming competition?

While I know you’re looking for a name, what you ultimately need is a marketing strategy for focusing your marketing efforts. Otherwise, you’ll have a name, and then – how will you get the “right” people to find you?

The right name should appeal to your clients, and if you’re unsure of who exactly they are, then you won’t know if you pick the right name other than for personal reasons (not business ones).