Exercise Physiologist, Grant Hancock, appeared on The Business of Fitness Podcast to discuss how he built a 200+ person, two year+ waiting list for his services. Here are the key actionable takeaways and practical steps Grant shared.
Find Your “Blue Ocean” (Unique Market Positioning)
- Identify an underserved market or unique client group:
- Grant moved to a regional town lacking local exercise physiology services, positioning himself as the only available solution.
- Be intentionally different, rather than simply trying to be better than existing competitors.
- Clearly define your ideal client avatar (e.g., Grant targets mid-to-late-life clients wanting to stay active and healthy long-term).
Action Steps:
- Analyse your current market for gaps or underserved populations.
- Narrow down your ideal client and clearly communicate how you uniquely solve their specific problems.
Use Scarcity to Your Advantage (Ethically)
- A genuine waiting list can amplify demand:
- Having limited availability naturally attracts interest (but never create artificial scarcity).
- Regularly communicate with those on your waiting list, reinforcing your value and their interest.
Action Steps:
- Start tracking enquiries to build a legitimate waiting list.
- Clearly communicate the limited availability of your services, which can enhance perceived value.
Review and Adjust Your Pricing Regularly
- Adjust prices in line with demand:
- Grant reviews and adjusts pricing every six months, increasing rates when demand remains high.
- Understand that pricing reflects your value and the degree of the problem you solve—not just a means of making money.
Action Steps:
- Schedule regular (e.g., 6-monthly) pricing reviews.
- If your waiting list is stable or growing, consider incremental price increases.
Nurture Your Waiting List
- Maintain consistent engagement with your waiting list:
- Monthly check-ins (“Are you still interested?”) keep potential clients informed and engaged.
- Regularly offer helpful content (e.g., health tips, informative newsletters) to demonstrate value and authority.
Action Steps:
- Set up an automated email or SMS system for monthly check-ins.
- Create value-driven content specifically targeted at those on your waiting list.
Hire Strategically to Expand Capacity
- Bring on additional team members to address excess demand:
- Grant hired recent graduates, significantly increasing service capacity.
- Delegating tasks frees the owner to focus on high-impact work and strategic growth.
Action Steps:
- Plan for growth proactively: identify capacity issues early and recruit before becoming overwhelmed.
- Build strong relationships with universities to attract high-quality graduates or interns.
Prioritise Personal Sustainability (Avoid Burnout)
- Ensure the business serves your life, not the other way around:
- Grant emphasised designing his business to prioritise personal wellbeing (e.g., family time, exercise, mental health).
- Implement clear boundaries to protect your energy and passion long-term.
Action Steps:
- Set clear boundaries around your working hours and stick to them.
- Prioritise personal health as a core business KPI (e.g., exercise sessions, downtime, family engagements).
Use the Waiting List to Explore Monetisation Opportunities
- Consider alternative business models to serve clients on the waiting list:
- Grant experimented briefly with digital delivery (e.g., smartphone apps), proving there’s interest and revenue potential.
Action Steps:
- Explore low-touch, scalable services (e.g., online coaching, group programs, digital products).
- Run small tests (minimum viable products) before fully committing resources.
