Have you ever looked at the fitness industry and thought, "Where's the space for me?" If you're a fitness professional (or aspiring one) eyeing an untapped niche, let me introduce you to the powerhouse potential of training perimenopausal women. Yes, this demographic is often overlooked, but that's precisely where the opportunity lies.

Here's the lowdown on starting a fitness business tailored for this underserved yet highly motivated group.

Why Perimenopausal Women?

Let's face it, mainstream fitness often caters to two extremes: the super-fit 20-somethings and the older crowd focusing on rehabilitation. And the in-between? Those navigating hormone chaos, changing bodies, and the relentless pressures of life often get left out. But here's the kicker: perimenopausal women are a growing demographic with unique fitness needs, and they are willing to invest in trainers who truly get them.

Meet Natalie Shostak of Wonder Woman Fitness

One person who's nailed this niche is Natalie Shostak, founder and head trainer of Wonder Woman Fitness in Melbourne. Natalie's journey from hospitality and acting into fitness is inspiring—her second career has flourished as she created a space dedicated to perimenopausal women. She's passionate about helping clients build strength, mobility, and confidence while navigating the complexities of hormonal changes.

At Wonder Woman Fitness, Natalie works closely with allied health professionals to ensure her clients receive top-notch care and results. Her approach blends science-backed functional exercises with a commitment to lifelong learning, creating a safe and empowering environment. As she puts it, "There is no 'can't do.' There's just a different way to approach it."

You can learn more about Natalie and her philosophy on her website.

Lessons Learned Natalie’s Success

In a recent Women's Fitness Education Podcast episode, Natalie shared her journey and the lessons she's learned.

Here's how you can replicate her success:

·        Claim Your Niche

Be bold. When Natalie announced her focus on perimenopausal women, some people laughed. Within months, her business proved them wrong. Demand for specialised care in this demographic is enormous—lean into it.

·        Collaborate and Learn

Partner with physios, osteos, and other health professionals. Stay updated on the latest research—resources like Stacey Sims' Next Level and Lisa Mosconi's The XX Brain are excellent starting points.

·        Prioritise Individualisation

Perimenopausal women have diverse needs. Assess their lifestyles, movement patterns, and goals before designing tailored programs. Whether they're caregivers, professionals, or juggling both, understanding their daily challenges is critical.

·        Build Trust Before Strength

Many women come to training with insecurities or injuries. Create a welcoming, safe space where they can rebuild their confidence before diving into heavy lifting.

·        Focus on Functional Strength

Strength training is vital for bone density, muscle retention, and metabolism. Teach proper form first, then slowly build to heavier weights. It's about longevity and injury prevention, not quick wins.

Natalie's story shows that specialising in perimenopausal women isn't just about fitness—it's about understanding the whole person and meeting them where they are. It's about creating an experience where clients feel seen, heard, and supported, even when traditional fitness spaces have failed them.

But how do you turn these principles into a thriving business?

Top Tips for Building Your Business

If this sounds like your dream niche, here are practical steps to get started:

1. Build a Support Network

Collaborate with local experts and continually learn. Women's health is evolving, and staying updated will set you apart.

2. Invest in Your Own Education and Coaching

Hire a PT or mentor for yourself. Walking the talk adds credibility and humility to your practice.

3. Plan for the Long Game

Success doesn't happen overnight. Map out a 5-, 10-, and 15-year plan. This foresight will help you stay focused and grow sustainably.

4. Let Word of Mouth Do Its Thing

Happy clients are your best advertisement. Focus on delivering actual results, and the referrals will flow.

5. Value Yourself and Your Time

Charge what you're worth, block admin time, and never undervalue your expertise.

Changing Lives, One Deadlift at a Time

Starting a business focusing on perimenopausal women isn't just about making a living; it's about changing lives. From helping someone regain strength to empowering them to open a stubborn jar (seriously, grip strength is no joke), the rewards go far beyond the gym.

As Natalie says, "Love what you do, love what you do, and you never work a day in your life." At Women's Fitness Education, we're here to help you fill the knowledge gaps in traditional fitness education. Whether it's perimenopause, pelvic floor health, or postnatal recovery, we've got you covered. Ready to make the leap? Let's get started.

Inspired to start your own fitness business for perimenopausal women? Reach out to us at Women's Fitness Education to explore courses that will set you apart.