The Awareness Stage of the Client Journey: A Guide for Early-Stage Exercise Physiologists
In the early days of running your own exercise physiology business, one of the most significant challenges you’ll face is creating awareness about your services. It’s not enough to hang out a shingle and hope that clients will come to you—you need to actively position yourself in your community, online, and among referral networks as someone who can help solve problems and achieve results. The awareness stage of the client journey is where this process begins, and it’s vital to get it right to build a strong foundation for your business.
At its core, the awareness stage is about helping potential clients learn that you exist, understand what you do, and see how you can help them. For an exercise physiologist just starting out, this can feel daunting, but it’s also where some of the most exciting opportunities lie. Building awareness effectively doesn’t require a massive advertising budget or a decade of industry experience—it requires thoughtful strategy, consistency, and an unwavering focus on the needs of your ideal client.
The Role of the Awareness Stage in Business Growth
The awareness stage is often described as the top of the marketing funnel, where potential clients first encounter your business. For exercise physiologists, it’s the point where you start to showcase the value of your services to people who may not yet know they need them. It’s also where you differentiate yourself from competitors and start to develop trust and credibility.
For example, imagine a local resident who’s been struggling with chronic back pain. They may not even know that an exercise physiologist exists, let alone how you could help them. The awareness stage is where you begin to plant the seed that there’s a solution to their problem—and that you’re the right person to guide them.
What makes the awareness stage especially important for early-stage business owners is that it lays the groundwork for everything else. Without awareness, there’s no engagement, no consultations, and no clients. It’s not just the first step in the client journey—it’s the step that enables all others to happen.
The Key Elements of Building Awareness
Creating awareness as a new exercise physiology business owner starts with understanding your target audience. Who are the people you want to help? What challenges are they facing, and what outcomes are they looking for? Clarity around these questions will allow you to craft messaging and outreach strategies that resonate with the right people.
Once you have a clear picture of your ideal client, you can begin to focus on the core ways to make them aware of your business. For exercise physiologists, these typically include having a strong online presence, building referral networks, and creating opportunities for your community to interact with you directly.
Online Presence
In today’s world, most people’s first instinct when they need help is to go online. That means having a professional and approachable online presence is essential for building awareness. Your website should clearly outline who you are, what you do, and how you can help. It’s also important to optimise it for local search terms so potential clients in your area can find you easily.
Social media is another powerful tool for creating awareness, particularly for exercise physiologists who want to establish themselves as approachable and community-focused. Sharing valuable content—like tips for managing pain, staying active with a chronic condition, or overcoming injury—helps position you as an expert while providing value to your audience. Social media also gives you a chance to connect with people directly and build a sense of trust before they even meet you.
Referral Networks
For allied health professionals, referrals can be one of the most reliable and consistent sources of new clients. Building relationships with local GPs, physiotherapists, and other health providers is an excellent way to create awareness about your services. Start by reaching out to practitioners in your area, introducing yourself, and explaining how you can add value to their patients. For example, you might let a physiotherapist know that you specialise in post-rehabilitation exercise for individuals recovering from surgery.
It’s important to remember that referral relationships take time to build. Regular communication, providing value (like education or resources), and following up with referrers after their patients work with you are all part of maintaining strong professional networks.
Community Engagement
One of the most rewarding aspects of running your own exercise physiology business is the opportunity to connect directly with your community. Hosting free workshops, attending local events, or partnering with community organisations are all excellent ways to increase awareness. For example, you might offer a free session on managing diabetes through exercise at a local community centre. Not only does this position you as an expert, but it also allows people to see your personality, passion, and approachability first-hand.
Being present and visible in your community, whether through events or simply networking, can create a strong connection between your business and the people you want to help.
The Challenges of Building Awareness as a New Business Owner
It’s worth acknowledging that the awareness stage isn’t without its challenges. For new business owners, the biggest hurdle is often a lack of time or resources. You might feel like there aren’t enough hours in the day to focus on both delivering great client outcomes and marketing your business. Alternatively, you may feel unsure of where to start or which strategies will be most effective.
The good news is that building awareness doesn’t have to mean doing everything at once. By focusing on just one or two key areas—such as improving your online presence or connecting with a few key referrers—you can start to create momentum without becoming overwhelmed. It’s also helpful to remember that consistency is more important than perfection. Even small, regular actions to promote your business can have a significant cumulative impact over time.
Another challenge for exercise physiologists is communicating the value of what you do. Many people are unfamiliar with exercise physiology or may not understand how it differs from other professions, like physiotherapy or personal training. To overcome this, it’s important to focus on outcomes in your messaging. Talk about how you help people live better, move more confidently, or recover from injuries—not just about the technicalities of your services.
Turning Awareness Into Action
Building awareness is the first step, but it’s also important to give potential clients a clear path to the next stage of their journey. Once someone becomes aware of your services, what do you want them to do? Whether it’s booking an initial consultation, attending a workshop, or signing up for your newsletter, make sure the process is as simple and accessible as possible.
For example, if someone finds your website after searching for “exercise physiologist near me,” ensure there’s a clear call-to-action like “Book Your Free Initial Consultation Today.” If you’re connecting with people on social media, include links that make it easy to contact you or learn more about your services. The easier it is for potential clients to take the next step, the more likely they are to engage with you further.
Summary: Awareness for Early-Stage Exercise Physiologists
For exercise physiologists at the beginning of their business journey, the awareness stage is about showing up, building trust, and letting people know how you can help. By focusing on your online presence, cultivating referral networks, and engaging with your community, you can create a solid foundation that supports long-term growth.
To summarise:
Awareness is the first and most critical step in the client journey.
A strong online presence, including a well-optimised website and social media activity, is essential.
Referral networks with local healthcare professionals can provide a consistent source of clients.
Community engagement helps you connect directly with the people you want to serve.
Communicate the outcomes and benefits of your services clearly, making it easy for potential clients to understand what you offer.
As a new business owner, this stage can feel like a lot of work, but it’s also where the most exciting opportunities lie. By being thoughtful, consistent, and focused on your ideal clients, you can build awareness in a way that not only grows your business but also creates a lasting positive impact in your community.