EAT Personal Training: Growing a Fitness Business Through Digital Transformation
For more than a decade, personal trainer Daniel Morgan has been helping people across Neath Port Talbot reach their health and fitness goals. Operating as EAT Personal Training, Daniel first qualified in 2012 and began building his client base from the former Vitality Gym in 2014. Over the years, he steadily grew his reputation as a dedicated and knowledgeable trainer. As the local economy changed, the shape of his business changed too.
Adapting to a Changing Local Market
When redundancies at Tata Steel affected communities across the area, Daniel noticed that the pool of potential one‑to‑one clients was getting smaller. To safeguard the long‑term future of his business, he knew he needed to diversify.
“I felt the next step was moving into the online space,” Daniel explained.
By developing a hybrid model that offered both in‑person sessions and online coaching, he could reach clients anywhere in the world and reduce his reliance on local demand. To make this shift successful, he needed new equipment and a stronger digital strategy, which led him to the Neath Port Talbot Council Economic Development team.
Specialist Support and Investment for Growth
With funding received from the UK Government’s Shared Prosperity Fund, Daniel was able to upgrade his hardware, including a computer and professional camera and audio equipment. These upgrades helped him produce high‑quality content and manage a growing number of clients more efficiently.
“These kit items allowed me to create more impressive social media videos and manage more clients in a more efficient way,” he said.
Daniel also received one to one specialist business support, which he described as “invaluable.” Daniel was able to identify opportunities for growth, strengthen his social media presence, and develop a structured financial plan.
Reliable Guidance Throughout the Process
Daniel also received ongoing support from Neath Port Talbot Council’s Economic Development team, this provided clarity at every step and helped Daniel understand how to make the most of the grant.
A Smooth and Accessible Process
Looking back on the experience, Daniel explained that the application process was far simpler than he ever expected, and he would now encourage other businesses to speak with the Economic Development team about the support available.
“The support I had during and after receiving the UKSPF Business Investment Grant and the one-to-one Specialist Support has been a game changer for my business. The whole process was far easier than I expected, and I’d encourage any small business in South Wales to explore the funding available.”
This project is supported by the UK government through the UK Shared Prosperity Fund
