Are you a personal trainer who wants to take your business to the next level? Do you support clients in achieving their fitness goals but neglect the fitness of your own business? To make sure you’re competitive, there’s a surefire way to ensure you have a full diary – consistently generating good quality leads.
As an experienced business coach for personal trainers, I’ve seen many times the amazing transformation that effective lead generation brings. But great marketing isn’t just about getting more names on a list, it’s about attracting the right people, the ones who will benefit most from your approach to training.
In this guide, I’ll share proven methods that have worked wonders for my clients. Whether you’re just starting out or looking to revamp your strategy completely, if you follow these tips, you’ll connect with customers who need your expertise most AND are willing to pay for it.
Ready to dive straight in and discover how to build an exciting client base that sustains and invigorates your business? Let's get started.
Who is Your Ideal Personal Training Client?
Finding your ideal clients is the key to a thriving business. For example, are you the perfect trainer for busy professionals with limited time? Are you best suited to helping new mums regain their confidence? Or would older clients benefit from your understanding approach? Your ideal clients have goals that align with your style and expertise.
By recognising who you’re suited to, you can streamline your marketing efforts and make sure that the work you do is both fulfilling and effective.
And, it’s just as important to weed out the people you’re not best able to train. This isn’t about turning people away but focusing your energy where it has the greatest impact.
Aligning Your Offer with Your Ideal Client
I strongly advise customising your services to fit your ideal client’s needs. Take the time to identify who they are and shape your offering to match their specific fitness goals. This means creating packages that resonate with them – it could be for weight loss, muscle gain or better strength and mobility.
Tailoring your offer well will attract customers who are the right fit and ensure they stay engaged and satisfied with your service. If you need more research, use surveys or informal chats to understand what your ideal clients genuinely need.
Free Personalised Report Reveals:
How To Add An Extra £3,000-5,000 Per Month, And Build A Tribe Of Followers Who Can’t Wait to Like, Save and Share Everything You Post.
Marketing to Get Clients as a Personal Trainer
It’s time to step up your marketing plan! One of the best ways for any personal trainer to showcase their unique approach and strengths is through customer success stories. You need to advertise your expertise, testimonials and evidence of transformative fitness journeys.
Let’s talk about social media. Platforms like Instagram, Facebook, and TikTok are where you can demonstrate your training style and engage with your community as you gain followers. Don’t cut corners – share videos, stories, and tips related to how your lifestyle contributes to good fitness. Respond to comments, engage in conversations, and keep your content fresh and relevant.
I recommend a great book by Daniel Priestley when it comes to attracting new clients - it mentions all the strategies in this section, with more tips that apply to all businesses: Oversubscribed: How to Get People Lining Up to Do Business With You.
Create a Lead Magnet for Your Personal Training Business
What’s a lead magnet, I hear you ask? A lead magnet for your personal training business is just what you might imagine: an offer or offers that attract potential customers.
Consider offering a free trial session, detailed workout plan, nutritional plan, or e-book. Your lead magnet should address a specific need or challenge that your ideal client faces. This is about building trust and demonstrating expertise – all while growing your email list.
Once you’ve attracted potential clients, keep the conversation going using email marketing. Regular emails packed with valuable content, personalised insights, and the occasional promotion keep subscribers engaged and warmed up for when you pitch your services.
Nurture Your Email List with Useful Content
But what type of consistent content should you generate to keep your new subscribers satisfied and on your side? Remember, these potential customers have shown interest in your offer, so keep them engaged with more content that aligns with their goals.
You could share:
- Insider tips on fitness and nutrition
- Updates on your training programmes
- Testimonials and customer success stories
Your content should be about creating conversations and building loyalty. Encourage subscribers to respond to your emails, ask questions, and share challenges. This two-way conversation will turn your email list into your community.
If you listen and answer questions, a significant number will turn into paying clients!
Run Incentive Schemes for New Client Sign-Ups
When you have a community that trusts you and is listening, an incentive scheme is a game-changer. Think about offering free initial consultations or trial sessions that provide a sample of your services at no financial risk. An offer like this removes barriers and makes it easy for someone to say ‘yes’.
Limited-time offers and special discounts are another example of a good incentive scheme – after all, who doesn’t love a good deal?
Here’s another idea: you can also leverage the power of your existing clientele with a referral programme. Encourage your current clients to spread the word by offering rewards for bringing in new business. It's a win-win; your clients get perks, and you get introductions to potential new clients who trust their friend or family member's recommendation.
Network and Create Strategic Partnerships
Networking and strategic partnerships are great for opening up growth opportunities. Your local community is full of potential collaborations you probably haven’t considered! By aligning with local gyms, nutritionists, and other health professionals, you can market a holistic approach to new clients that benefits everyone involved.
Community events are another brilliant way to showcase your skills and meet potential new partners (and clients). Then there are potential digital collaborations, too – engaging in joint giveaways or online challenges can increase your reach exponentially. Online and offline collaborations build your reputation and expand your client base, all with a wholesome and rewarding community feel.
Paid Ads to Attract New Personal Trainer Clients
Paid ads bring quick, impactful results. Platforms like Facebook and Google Ads offer the fastest way to put your personal training services smack dab in the middle of your target audience’s browsing. However, make the most of your investment by creating compelling ads that show your unique selling points and success stories at their best.
And remember, while paid advertising can bring quick gains in visibility and new clients, it doesn’t replace the value and authority of a long-term relationship built through value-led content and community engagement. It should be part of a broader strategy that complements content creation, social media engagement, and personal branding.
Ace Your Customer Retention Rate
Once you’ve attracted your ideal clients, it’s important to keep as many of them as possible, as it costs up to five times more to get new clients than it does to retain existing ones!
Pay attention to your delivery and customer service and make sure they’re both exceptional. Don’t stop when their workout ends and offer ongoing support, check-ins and personal attention to make your customers feel valued and understood.
A satisfied client is far more likely to stick around and even become a vocal champion for your services, leading to more referrals and a thriving client base. Don't overlook the power of great feedback. Ask for your clients' opinions on their training experience and what improvements they'd like to see. It shows that you value them and helps you improve your services, leading to higher satisfaction and loyalty.
Start Getting More Personal Training Clients
The core of your business growth lies in attracting and retaining the right clients.
Figure out your ideal client profile and nurture the relationships you build through engaging content and personalised offers. Lead generation isn’t a one-off campaign you throw yourself into when your diary looks empty – it’s an ongoing process to keep your business healthy and robust.
And remember, you don’t have to go it alone. At Strong Collective, I offer expert mentorship and guidance to grow your personal training business, providing bespoke strategies to help you achieve your goals. Are you ready to build the business you deserve? Reach out to me here, and we’ll smash it together!
Free Personalised Report Reveals:
How To Add An Extra £3,000-5,000 Per Month, And Build A Tribe Of Followers Who Can’t Wait to Like, Save and Share Everything You Post.
