Day Twenty-Three - Steven Shaw's Alexander Technique Swimming Niche

Steven Shaw is a living example of the power of the niche approach in spreading Alexander's work. Steven has managed to build a million dollar business around the activity of swimming. Yesterday, his work was featured in The Guardian's Swimming Blog…

Here's a few points about Steven's business worth highlighting: 1.Alexander's discoveries are firmly present in all his work; 2.His work is about one thing - swimming - which rules out a lot of people; 3.His work is about one thing - swimming - which embraces a lot of people; 4.He's analysed swimming into an essential set of movements to study; 5.This approach easily transitions his business into a group teaching model; 6.He's created both a public learning and teacher training system - smart business; 7.Steven is passionate - he's aligned his business with what he loves doing. The niche model is not for everyone. It's scope is wide - Steven travels the world - and it's demands are intense - you are the change you advocate to others. That puts you on show, permanently, as the living example of your work. Some people do not want to live with that kind of public pressure. Steven is a celebrity in his market. Teachers living in small communities may not benefit from the niche approach - but they will benefit by being a celebrity. I have written previously that small town teachers "niche" themselves: their personality, their community connections, their reputation. For Alexander Technique teachers, niche business building around a specific activity is a major, long term undertaking. Is it right for you? Don't assume you "have to niche" to succeed, You don't. It just makes it easier when you have a rabid community of learners doing something you are already passionate about yourself. How Did Steven Build His Business? [NOTE: This second half of my blog is a paid area describing practical ways to implement what has been described above in a Facebook group with 47 other teachers and students. You can join anytime to be part of their discussions.] It started with a book.

One of his students proposed they write a book about his approach to swimming, and the rest is history. Turns out, many people are passionate about swimming - you know that when The Guardian runs it's own swimming blog - so his book generated a lot of buzz. It offered a new message to the market: swimming can be relaxing, it doesn't need to be competitive. He introduced a new category: swimming for pleasure. Steven explicitly teaches that his approach is not ideal for competitive swimming - which happened to be a major focus of the market. When his book arrived, his message hit a chord with a huge segment of the swimming community that continues to amplify today. This echoes a theme I have been advocating during my series on teaching groups - find something about your work that gives it a "stand out" quality in your niche market. What could that be? Alexander's work is the source. The Alexander approach is counter intuitive to most people's expectations. We normally advocate the opposite of what everyone is teaching people to do. Selling that message globally is hard, but selling it specifically within a niche - with lots of concrete examples - is very powerful because swimmers can easily understand it… In the swimming world - everyone was teaching people how to breath in. In Steven's world he teaches you how to breath out. Breathing "does itself" he tells people. In the swimming world - everyone was teaching people how to have more power. In Steven's world he teachers you how to have more ease. Be a "smart swimmer" Steven tells you. In the swimming world - everyone was teaching you to do more. In Steven's work he teaches you how to do less. Getting the idea? In your niche - where can you challenge conventional wisdom? What the message do you have that will startle people, or at the least pique their curiosity to find out more about what you do? Share your ideas with the group. https://www.facebook.com/groups/ATCSProMembers/