Okay, so let’s talk about finding your niche in the health and wellness world. I know… you’ve probably heard “you need to niche down!” about a million times, but if you’re like me, you might be thinking, yeah, but how? And why does it even matter?
Well, if you’re a dietitian, a health coach, a fitness pro, a therapist, or any type of wellness business owner, having a specific health and wellness niche helps you stand out in the crowd. Seriously. It’s like shouting into the void versus having a real conversation with the exact people you want to work with.
Let’s break this down in real talk. No jargon. No buzzwords. Just honest advice from someone who’s been through it.
Why even pick a health and wellness niche?
So, back when I started my business, I was working with just about anyone who needed design help. Over time, though, I realized… working with “everyone” kind of means you’re not actually known for anything. There are thousands of designers out there. Honestly, I tried to be the “help anyone and everyone” person for years… and it was fine, but not exciting.
But when I started working with health and wellness businesses, I felt so much more energized and connected. I live with Type 1 Diabetes, so health and wellness is personal for me. And now, I get to help people who are truly making an impact. It’s so much more fulfilling.
Here’s what happened:
- I started standing out, finally…
- People trusted me faster, because I “got” their world
- I actually enjoyed my work more (imagine that!)
- My marketing and content got a lot simpler
- My offers became way more relevant
How do you know it’s time for a new niche?
Well, here are a few signs…
1. Your niche is too broad.
If you’re saying you help everyone from 20 to 60, you’re probably not actually speaking to anyone. A 25-year-old marathon runner and a 60-year-old who wants to manage knee pain are not going to vibe with the same content, right?
2. You get a lot of people wanting discounts.
If you’re getting nickel-and-dimed, it might be time to re-think who you’re trying to help. Maybe you’re attracting hobbyists who aren’t really invested… or maybe your message is attracting folks who just don’t see the value yet.
3. People aren’t hiring you.
Oof, this one stings. If you’re putting out content, being active, and people still aren’t hiring you… it could be that your offers aren’t quite matching what they need. Or maybe your niche just doesn’t know you exist. Either way, it’s a sign to step back and re-evaluate.
4. You’re just not excited anymore.
Honestly? If you’re bored or dreading your work, listen to that feeling. When you like what you do and who you work with, everything gets easier.
The truth about niching down in your health business
Here’s the deal… picking a health and wellness niche doesn’t mean you’ll never work with anyone else again. It just means you’re making it way easier for the right people to find you. If you try to be for “everyone,” your message gets watered down and nobody feels like you’re speaking to them. But if you’re the go-to for vegan athletes, or busy moms with PCOS, or whatever your thing is… suddenly you’re memorable. And you’ll attract more of the people you want to help.
So, how do you niche down your business?
1. Get really clear on your people
Think about your favorite clients or dream clients. Who are they, really? Not just “people who want to get healthy.” Get specific! Are they new moms? Plant-based lifters? Women with thyroid issues? Write it out… and if you need to, make up a “client persona” (yep, go ahead and give them a name if you want).
2. Research your health and wellness niche
Alright, here’s where you do some sleuthing…
- Check out a few other people in your space.
- Look at their websites and social.
- What services do they offer? What are their prices?
- Do you notice any gaps—stuff nobody’s doing?
- Read blog comments, listen to podcasts, peek at Amazon book reviews in your industry.
This isn’t about copying. It’s about noticing what’s working, what’s missing, and where you could do your own thing.
3. Figure out what your people actually struggle with
Honestly, the best info comes from just listening. Join a couple Facebook groups, but don’t just post “What’s your biggest struggle?” (people tune that out).
Instead…
- Lurk in the comments—what are people complaining about or asking?
- Notice what keeps popping up.
- If you want, you can run a survey and share it in a group (if the admin says it’s okay) using Google Forms or Typeform.
4. Decide what makes you different
This is about your brand vibe and your point of view. How can you stand out? For example, if everyone in your space has super corporate, boring websites… maybe yours is fun and a little weird. Or maybe your process is more hands-on, or you include something unique in your offers. Don’t just blend in—find a way to do “you.”
5. Start interacting with your people
Join Facebook groups, follow folks on Instagram, leave real comments, answer questions. Just be a good human—not a spammy salesperson. If you can, get on podcasts or guest blogs your audience likes. People will start recognizing your name… and that’s half the battle.
6. Make Small Changes, Not a Giant Overhaul
You do not need to burn your whole website down and start over. Change a few lines on your About page, start posting one blog or video a month for your new niche… see what clicks. Tweak as you go. Baby steps are fine.
Then, check your inbox—are more of the right people reaching out? Are you getting better engagement? If not, tweak your message or content. It’s all a big experiment, so don’t be afraid to change things up.
One last thing—don’t be afraid to have an opinion. You don’t have to be super polarizing, but having a point of view (even if it’s as simple as “no crash diets, ever”) makes you memorable. People want realness, not generic content. It might feel scary at first, but you’ll find your tribe.
Ready to niche down?
Here’s a quick action checklist:
- Write out your ideal client
- Do some research—what’s working, what’s missing?
- Listen to your audience (in groups, comments, reviews)
- Find your twist
- Start connecting and sharing value
- Make a few small changes to your website or content
- Watch what happens, and keep tweaking
Don’t overthink it… you’ll figure it out as you go. Trust me, the right people are out there looking for exactly what you offer!
