4. Unique Selling Proposition, Range of Motion Fitness Business Series

The unique selling point (USP) of your business is the thing that you do best. It’s the service or product you provide that delivers the greatest amount of value to your clients, and therefore the greatest amount of value (either financial or in social currency) to your business.

Your USP is what you do better than anyone else. It’s what makes you different from your competitors. It’s why your clients keep coming back to you.

You’ve probably already got a really good idea of what your USP is. It’s quite simply what your business is the best at. Not just best at compared to everything else you do, but best at compared to other businesses who provide a similar service.

But sometimes it takes a bit of digging to find exactly where you excel. A great place to start is with your most loyal clients. Ask the what it is that keeps them coming back. Which part of the client experience is most valuable to them? What do they come to you for because you’re the best at it?

Identifying your USP is critical. It allows you to:

  • Double down on this USP by devoting more resources to further strengthening it, and therefore making it even more of an asset for your business.
  • Identify the things that are maybe NOT as strong as you might think (and perhaps provide an indication that they need more resources).
  • Identify the key focus of your marketing. If your most valuable clients keep coming back because of one thing you do better than everyone else, and you want more clients like these, it makes sense to emphasise this USP in your marketing.

Still struggling to identify your USP? For example, at Range of Motion, our USP is ‘Individualised Care’. We take an individualised approach to improving the happiness, health, fitness and performance of our clientele. This stems from a one-on-one approach on all levels of the client experience; the prescription of exercise; health recommendations; out-of-session follow-ups; habit formation; nutrition advice, and more.

We’ve found a wide range of different USPs across Range of Motion Business Mentoring Clients. Your USP may be your culture, how you make people feel, your programming, your equipment, the quality of your coaches, your location, the cleanliness of your facility, the demographic you service, your after-care, your expertise, the education you provide, your price, or any one of 100 other things. But remember the key here is that your USP has to be UNIQUE! If everyone claims to have the best community, it means that no one has the best community! If everyone claims to have the best facility, or the highest level of expertise, it means no one has the best facility of highest level of expertise. SO make sure that whatever your USP is, you genuinely do it better than everyone else.

What are you ‘best in class’ at? Identify it, get EVEN BETTER at it. It’s the key pillar that supports your business and will make it a success.

Dan Williams

Dan Williams


Dan Williams is the Director of Range of Motion. He has a Bachelor of Science (Exercise and Health Science) and a Postgraduate Bachelor of Exercise Rehabilitation Science from The University of Western Australia, with minors in Biomechanics and Sport Psychology. He has worked with many thousands of individuals along the full spectrum of health, and has coached at The CrossFit Games. He regularly presents to corporate and fitness industry groups and mentors Fitness Professionals.