Future Client Marketing: Appealing to Women Versus Men

The key to successful marketing is knowing your audience. When marketing to different demographics or genders, it is essential to appeal to their lifestyles. The same can be said for all levels of communication. As a coach, you wouldn’t speak to a child the same way you would an adult, or a man versus a woman. Differentiating how to market your coaching services to men versus women can be a challenge at first, but the sports marketing world is shifting and it is important that you keep up with the times to grow your coaching business.

Emotions Versus Function

There has been extensive research done on the difference between the male and female brains; however, conclusions have found that it isn’t all that black and white. Some females possess more male-like qualities than others and vice versa for men. Through these studies, generalizations can be made that women’s brains are hard-wired to be more detail oriented and empathetic. Men, researchers have found, are more systematic in their thought processes and are natural problem solvers.

When considering the marketing material you are producing to expand your coaching business, how can you appeal to both demographics? If your aim is to obtain more female clients, consider using language and images that will evoke emotion rather than statistical information. \


Whether you’re targeting a man or woman, be authentic and realistic in your marketing approach. Even when marketing yourself as a coach, you can be targeted for selling false advertising. Selling your ability as a coach with photos of extremely fit models without a single ounce of fat on their bodies sets unrealistic expectations.

When you are establishing your coaching business, you will need to decide if you are trying to appeal to those training to be a pro triathlete or simply trying to get fit after having a baby. Due to the systematic brains of men, presenting workout schedules and establishing goal setting will directly appeal to them. Recently, sports-marketing efforts have been effective in highlighting athletic women in their ads to appeal to the female demographic.                     

Set a Good Example

It is important to recognize the differences in the appeal for men and women because according to Ohio University, 40 percent of athletes are women yet they only receive 4 percent of sports media coverage. Often times, women have gained media coverage and recognition by being scantily dressed or presented as a sex icon. This has been meant to appeal to men, not women.

As a coach and mentor, choose female role models who are recognized for their athletic capabilities rather than their off-the-playing-field media attention. The focus should be on the sport, not physical appearance and sex appeal — especially when training young women. As a coach, they are looking to you for how they should present themselves as an athlete. Set the example of how to properly market themselves and don’t lead them astray.

Identifying your preferred audience will help you to decipher how to appropriately market to them and grow your coaching business. If your aim is to appeal to both genders, make sure that your advertising efforts speak to both mindsets. It may be challenging to step outside the box of traditional marketing techniques that typically speak mostly to men, but you will likely reap the rewards of your efforts.

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