Hey there. If you’re looking to build a fitness business or brand over the next few years, you need to be careful about who you represent and how you position yourself. There are tons of companies offering ambassador deals, free products, and discounts in exchange for promotion. But before you jump in, ask yourself one important question—who benefits more from this, them or me?
If you’re just looking for discounted gear and have no plans to monetize your brand, then go for it. But if you want to build something of your own, it’s worth taking a step back and thinking long-term.
Many fitness professionals start out repping for other brands—coaching for companies, promoting other people’s products, or affiliating themselves with a specific program. At first, it seems like a great way to gain experience, but over time, some find themselves pigeonholed into a brand they don’t fully control.
Think about it. If you’re constantly repping another company’s t-shirts, coaching under their umbrella, or tying yourself exclusively to a single diet plan like keto, paleo, or Weight Watchers, you’re limiting yourself. You’re branding their business, not your own.
I’ve spoken with fitness pros who, after a year or two, realized they wanted to branch out but struggled because their audience only saw them as a rep for a specific company. Even if you can legally move on, the public perception is often harder to shake.
So how do you avoid this? Start thinking of yourself as the brand from day one.
Instead of selling someone else’s t-shirts, create your own. There are plenty of print-on-demand options that allow you to design and sell your own gear.
Instead of tying yourself to a single fitness or nutrition approach, focus on your own framework. Show people how to set goals, track progress, and find what works for them.
Instead of promoting every product that comes your way, ask yourself if it aligns with your long-term vision.
You don’t have to say no to every ambassador opportunity, but be strategic. Make sure you’re in control of the message you’re sharing and that it supports your future goals.
If you’re serious about building a sustainable fitness brand, it’s time to start thinking bigger. How can you position yourself as the leader of your own movement?
I’d love to help you work through this. If you’re looking for guidance on building a fitness brand that’s truly your own, check out The YLF Experience. Let’s make sure you’re setting yourself up for long-term success.