Personal training is a rewarding but challenging job. A trainer can legitimately change a person’s health, confidence, and quality of life.
However, clients can be noncommittal. They come and go and only a select few will remain consistent over the long term.
As a result, it’s important to generate personal training leads consistently so that you can keep a constant cash flow and keep business running. Unlike other jobs, personal trainers typically do not make a base salary. You never know when a client will leave or quit. Even if you have a full schedule, lead generation should never stop completely.
If you’re fortunate enough to have a full schedule, keep new leads on a wait list or at the very least hold onto their contact info.
If you’re looking to build up your personal training business, the practices below are all legitimate ways to get new clients. Too often you see lists like this that don’t offer tangible advice that delivers results.
Dropping off business cards at the library isn’t going to get clients because that’s just not how people shop for personal training. Business cards are more useful for people you meet and want to give contact info to. There’s more context to the interaction because you’ve already had a face-to-face with the potential client.
Personal training is expensive, so people are going to put forth a more comprehensive effort when shopping for the right trainer. It’s not like trying a new pizza place on a whim because you got a coupon in the mail.
In addition, personal training is an ongoing relationship. A car is an expensive purchase, but you interact with the salesperson once and that’s it. Personal training occurs 2 to 3 times per week or more. A client will see their trainer more than they see their friends.
As a result, generating quality leads is more challenging. But as a high ticket service, you as the personal trainer only need to convert at a low to moderate percentage to make money. Not having to worry about leads also gives you more time to develop passive income related to personal training.
The following lead generation tools are completely free or very close to it, with the one exception being the low cost of maintaining a website for some of them. This is also under the assumption that the personal trainer has a smart phone and internet service; however there are so many free WIFI spots available that you could even argue internet isn’t a necessity.
1. Niche Down
A personal trainer will have the belief that they can help anyone achieve any fitness goal; whether it’s losing weight, building muscle, getting stronger, or improving sport performance.
In reality they probably have the capability and knowledge to do so. But that doesn’t mean they should. Narrowing your focus onto a specific demographic could be more profitable than being the guy or girl that can do everything.
Even though choosing a niche will narrow down the overall potential clientele, it should dramatically increase the conversion rate. As mentioned the conversion rate for a personal trainer doesn’t have to be super high anyway, since it’s such an expensive sale.
Let’s say a personal trainer specializes in working with high school tennis players. Now put yourself into the shoes of the tennis player looking for personal training. Are you going to choose a random trainer at the local gym, or the trainer who specializes in the exact sector you fall into? So long as the tennis specialist has a good reputation, the answer is obvious.
If you can become the best trainer at a specific niche in your community, you will become the go-to for anyone interested.
Personal trainers are a dime a dozen, the barrier to entry is extremely low. However the trainer who works with older clients suffering from knee pain, or the female trainer who works with pregnant women suddenly becomes a valuable asset.
2. Ask For Referrals
The majority of clients, especially those that have stayed on long term, have come from referrals in my own personal experience. Naturally, we trust the opinions of our friends and family more than anything that could have been fabricated on the internet.
The opening of this article harped on the long process of finding a good trainer in the first place. A person seeking training can feel lost and overwhelmed since there are so many trainers out there.
However, a recommendation from someone they know and trust can streamline the process. Friends and family will know their personality, and whether or not the trainer will be a good fit.
If you’re looking for business, simply ask your current clientele if they know anyone interested. Just make sure it is legitimate interest, as there is nothing worse than training someone who doesn’t really want it.
3. Utilize Social Media
I know, social media is extraordinarily saturated, especially when it comes to fitness content. However, it is still a free tool. If you’re consistent with putting out quality content, you should see some traction. You may not have 100,000 followers, but that’s okay because you don’t need it to make money.
Combining social media with a particular niche (item 1) is the best strategy for success. Now your content can revolve around one particular subject. This makes coming up with ideas easier, and also ensures your audience is relevant.
Sometimes you follow a fitness page and the content is hit or miss with regards to your personal interests, because the content is so broad. However, with a specific niche you know what you’re getting each time.
4. Local SEO on Website
You should have a website for your personal training business for a variety of reasons. While social media is a great way to promote, you are still at mercy of the social media platform itself. Your account could be removed for any reason, whether justified or not.
A website, on the other hand, is your own personal hub. You can put whatever you want on there (within reason) without worry.
Typically, the website (and the content on it) revolves around a few keywords. Everything on the website, whether it’s articles, an about me page, or even things you are selling, is relevant to those keywords.
On a fitness website, those keywords may be things like weight loss, or a specific niche that we spoke about earlier. However, your keywords could also include a location. Combining specific keywords with a location is known as local SEO.
You could also link your website to a Google business account for local SEO. That way when people search for “personal training for seniors in New Jersey”, your page comes up with the address listed.
5. Partner with Local Relevant Businesses
There are many businesses tangentially related to personal training that you could partner with to mutually increase revenue on both sides. These include massage therapists, physical therapy, healthy restaurants, and even other trainers who may specialize in something you don’t offer.
For this to work, it’s best to establish a relationship with the other business first rather than send a cold email or walk in randomly off the street.
Number one, you want to vet the person and make sure they are a legitimate business themselves. Even if you are loosely associated with a less than reputable business it looks bad on your part.
Secondly, the partnership will be much more fruitful for both sides if it is an actual relationship. Once they get to know and trust you, they are more likely to send business your way (and ideally vice versa).
In a way these partnerships are a lot like referrals, and as mentioned referrals are one of the best ways to get long term business.
6. Practice What You Preach
There is a debatable subject when it comes to personal training in terms of what role a trainer’s physique come into consideration. In other words, should a personal trainer be in shape themselves?
Some will argue that looks should play no part in the matter, and the only thing that is important is the trainer’s knowledge and experience.
Others say you should practice what you preach and set an example for your clients. Both are reasonable arguments, but I always skew towards the latter.
If all the other variables are equal (i.e. knowledge, personality, professionalism), then the trainer who looks the part will usually have more success. It serves as inspiration for the client trying to get into shape.
Whether right or wrong, superficiality is a part of modern society. But it’s not a bad thing when it comes to personal training. If you are in shape, then it relays to other people that you have put in the hard work to get there.
How many times have you scrolled through Instagram and seen a picture of a personal trainer working out and looking good, then read the comments of their friends stating “you have to train me!”
It’s just the way our brains work, particularly when it comes to health and fitness. People will gravitate toward the trainer who looks the part.