Personal Trainer Marketing Strategies: The Industry Guide

Before we get started with any personal trainer marketing strategies, ask yourself one question: why did you get into personal training?

Because of your love for sports, health, and fitness? Because of your desire to motivate others? Because of your leadership skills, your socially outgoing personality, and your ambitious mind-set?

Whatever it is, I’m going to hazard a guess that it wasn’t because you wanted to spend hours sat at your computer, marketing yourself.

And why would you? Nobody gets into personal training to become a marketing pro.

However, the truth is, marketing is absolutely essential to ensure success in this industry.

In this guide, we’re going to bring to you the industry-standard framework for personal trainer marketing strategies – the same framework and the same personal trainer marketing tips we teach to our Level 2 and Level 3 students.

You will learn how to set yourself realistic targets and organise your marketing activity, the comprehensive frameworks to follow for marketing to local audiences, as well as guides for online marketing, social media, and SEO.

Whether it’s marketing to existing clients or generating new leads, we have compiled the best personal trainer marketing strategies, so you can get on with doing what you love – helping your clients!


Personal Trainer Marketing Strategies: The Basic Principles

Now, there’s plenty of articles out there promising the most advanced personal trainer marketing strategies online, and such articles are full of great personal trainer marketing ideas.

And it’s true, marketing is a field where clever ideas and innovative uses of technology proliferate. And as such, there are going to be huge opportunities to dig deep into the details in order to get ahead of the competition.

But what’s the point in writing an article full of super-detailed personal trainer marketing Strategies, if your readers want to know the basics?

In fact, some of the most frequent questions we are asked during our post-course support sessions are “how to get started with personal trainer marketing?”, and “what are the first steps a personal trainer should make when it comes to marketing their services?”

So, let’s make a deal…

If you’re looking for the nitty gritty marketing details that are going to increase your lead generation and conversion rates, you can skip right over this section now and head to our chapters on local promotion, and Web and PR initiatives.

But for the rest of you, get your notebooks ready, because in this section we’re going to provide you with all of the foundations of personal trainer marketing.


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Time Allocation

As a personal trainer, you don’t need us to tell you that time is precious.

Every hour lost is another potential client you could have been training, and it is therefore paramount that personal trainers are proactive, and energetic with how they delegate their day-to-day tasks.

Why else would we drink so much coffee?

Here’s the thing, your instincts, as a personal trainer, are telling you that the more clients you have, the better. Perhaps even further: your instincts are telling you that you should be training clients every hour of the day.

Every. Waking. Hour.

We’re here to tell you that moderation is key. Even when you’re first starting out, you’d do well to abide by the 75-25 rule of time management.

That’s 75% of your time spent training clients and doing activities on the gym floor, and 25% of your time dedicated to marketing yourself.

Now, that might sound extreme, but remember: marketing doesn’t necessarily mean sitting on social media, setting up ads, and postering around local community spaces.

 As we’ll find out in our next section on local promotion, effective marketing can sometimes mean conducting discount classes, and offering training advice free of charge.


Auditing your clients to find your audience

Recruiting clients is hard enough, so once you have secured enough of them in the long-term to sustain your business, you need to leverage them.

As a trainer who is always on the lookout for personal trainer marketing strategies, you should be auditing your client-base to find out more about them, and therefore more information about your target demographics.

This is all comes down to a little thing called audience targeting.

This kind of information will be crucial later on in the marketing process, especially when you begin online marketing using audience targeting.

Auditing your clients needn’t be complex, either. You could try…

If we consider this as, “raw data,” it’s the kind of information that could be the difference between successful online marketing, and failure.


Your brand and USP

I’ve seen a lot of personal trainer marketing strategies and outlines give the advice that your brand and USP has to be incredibly specific in order for you to stand out in the competitive fitness sphere.

And, to be fair, really condensing what makes you unique is a great way to discern which attributes you can sell to potential clients.

However, don’t feel like you need to go overboard in making yourself stand out.

At a local level, potential clients are much more likely to respond to attributes like your age, specialities in terms of CPD qualifications, your personality, and any sport-specific training you have, than if you’ve innovated your own form of high intensity pogo-fit classes…

Though a pogo-fit class does sound pretty fun…

What we’re saying is, you don’t always need to think outside the box.

Remember to survey your clients to find out why they enjoy your services, and to let your skills and personality speak for themselves in your branding.

Once you’ve decided on a brand – and most importantly a name for your business (we suggest keeping it simple. Your name or initials followed by “personal trainer” or “PT” always works well) – you should quickly purchase a domain name from a site like GoDaddy.

Even if you don’t want to develop a website just yet, buying your domain name will guarantee you have it for when you do decide to take your business and marketing online. After all, it is quick, easy, and most of all, cheap to do!


Developing a website or landing page

In the world of personal trainers, and among many articles addressing personal trainer marketing strategies online, this is a bit of a touchy subject.

As a personal trainer, do I need a website to market my services?

The straight answer is no, you don’t need a website to successfully market yourself as a personal trainer, especially at a local level.

However, a website is going to increase the likelihood of clients finding you, and investing their money and trust in your skills. If you are researching developing a website, keep in mind that it should, at the very least, include:

Remember, marketing is all about visibility. The more people who know who you are, the more likely you are to get clients.

This follows the same logic as the classic line, “A busy personal trainer is a successful personal trainer.”

As far as personal trainer marketing strategies go, we might say “A visible personal trainer is a busy personal trainer.”

An unfortunate truth of the internet is that, more often than not, you’re going to have to invest in a web designer to make you a website that looks professional enough to entice clients.

We’ll cover web initiatives in a later section, however, if you’re reluctant to pay a web designer at an early stage in your career, you might want to consider a landing page.

A landing page, which can be created easily and cheaply from a site like LeadPages, is a static web page, that offers an aesthetically pleasing design, social media links, details of your most recent offers, and an enquiry form or contact box in order to collect leads.


Programmes, programmes, programmes

Every personal trainer should have a go-to programme.

As far as personal training marketing strategies go, creating a popular programme that is easily sellable should be one of the first things you do.

It helps you to develop your brand, it can be the spark that lights the fire behind your business, and most importantly, it should be the leading line at the start of all of your marketing efforts.

Your programme is going to depend on what your speciality is, and what your skills are. It should be every bit as much a reflection of you as a personal trainer as your brand or your website.

What’s more, it needs to stand out. You need to pitch it in a way that is topical, time sensitive, and that will attract the most amount of interest from the widest pool of clients.

Think about this. If you were a client, and you saw adverts for ‘Aaron Johnsons 1-1 Personal Training” or one of the following, what would you be drawn to…

This is where marketing makes all the difference.

You might be offering exactly the same service to your clients than the PTs your competing with, but if your training programmes are packaged in a more enticing way, you’re going to draw far more clients.


It’s all about the timing

As we said above, packaging your services is the key to drawing in clients. In order to do this, you have to have a sense of timing.

There’s a reason you’ll see the best personal trainers with adverts for “Beach Bod PT Package” or “New Years PT Resolution” in the gym…

They’re capitalising on timing.

The busiest periods for personal trainers are New Year, and in the run-up to summer. If you nail your marketing strategy during these months, you can ensure long-term success for the full year.


Budgeting: how much of your money should you put into personal training marketing?

The unfortunate truth about marketing is that it’s a black hole when it comes to budgeting.

Look at the biggest corporations in the world. During their expansion phases, they’ll spend more on marketing alone than they earn in profit for the year.

This is how important marketing is for people who know how business works. In fact, in 2018, marketing is how business works.

As such, we can’t give you a budget. Factors like where you are in your career, what location you’re training in, who your competition is, and what kind of training you’re doing, will completely determine how much you should be spending on marketing.

What’s more, some personal trainers will be incredibly successful on a local level, which will, therefore, require less budget for marketing than, say, an online personal trainer who relies on paid ads to generate leads.

So let’s stick to a golden rule with which to move forwards into more detailed marketing strategies:

Let’s give an example: you’ve decided to host free classes once a week on a Wednesday for an hour. This costs you time, which in turn, costs you money.

After one month, you have generated five leads for potential clients, however, in the time that follows, none of them have signed up with you and a few expressly state that they have ceased to be interested.

According to our golden rule, now would be the time to cut your losses and change tact. One month is usually a good arbiter of whether a method will yield success, and you should always take an analytical approach to your marketing when making such decisions.

The “wait and see” approach to marketing – ignoring the lack of success in the hope that fortunes change – should be avoided at all costs!


Personal Trainer Marketing Strategies: Local Promotion

If you skipped over our last section, laying out the basics of personal trainer marketing strategies, welcome back. Good to have you back with us!

If you stayed with us, and now have a better idea of what you need to be doing in order to capitalise on the leads available to you, congratulations! And thanks for sticking with us!

Here’s where things get really exciting…

In this next section, we’re going to outline everything you need to master the art of local marketing. And when we talk about local, we mean face-to-face, first person marketing.

Too often, personal trainers only want to focus on the online marketing tactics highlighted in many blogs and articles.

What they miss, and what you’re about to find out, is the huge potential of marketing yourself in your local community, making sure your brand and services are visible in all the community spaces where your potential clients spend their time.


Research time: be prepared to do some digging

Before you get serious with executing some of the personal trainer marketing strategies found later in this section, before you’ve even started drafting your personal trainer marketing strategy, you should be researching the local scene.

Without an in-depth knowledge of what other local personal trainers are doing, and what you could in turn be doing to compete with them, you will be working on nothing more than guesswork.

Research doesn’t take much, either.

Just take some time in order to make notes on the following…

What’s your plan?

Let’s imagine a scenario for a second…

You’re a newly qualified personal trainer, who has just landed a position in a large chain gym, wherein you receive company benefits and use of the gym’s equipment in return for paying ground rent and recruiting your own clients.

This means two things:

  • First: You have a lot of flexibility in terms of how you market yourself, what classes you’re going to run, and what services you will offer.

  • And second: you’re going to have to find clients in order to pay the rent. Fast.

You should – as we saw in our last section – have given yourself a bit of a head-start, in terms of developing your brand and USP, creating enticing programmes which are time-appropriate, and even begun developing your online presence.

However, in order to tie all of these strands together, you should seriously consider developing a marketing plan: one geared towards attracting local clients.

Now, even professional marketers get scared by marketing strategies sometimes, but there’s really no need.

To create a clear and directed plan, all you need to do is follow the steps outlined below:

So let’s go through this strategy, step by step…

Firstly, what are your business goals?

You would be shocked as to how many people skip this stage, and dive right into trying to market their programmes and services.

Think of it this way, how are you going to set marketing targets, without an over-arching plan of where you want your personal trainer business to go.

Remember also, business goals should be long-term, but also specific (especially you are following the SMART Target framework).

Therefore, your business goals might look something like: recruit ten, local, twice-weekly clients over the next six month period.

Now, what form of marketing best serves the purpose of your business goals?

Let’s use the past example: you’d like to recruit ten, regular clients in the local area.

In order to do this, you need to consider factors like the current clientele of your gym, how active the local community is in your area, where individuals interested in health and fitness tend to spend their free time, and what kind of materials they will be receptive to.

All of these factors will help you to determine how to best attract new clients to your programmes and services.

Now, we’ll be going through some of their most effective personal trainer marketing strategies later in this chapter, but as far as your strategy goes, you need to be specific, flexible, and adaptive to approaches they might not work.

Another key factor you should consider at this stage of your marketing strategy is budget. As we mentioned in the previous stage of this guide, you should never continue with marketing if you are not seeing a return on your investment.

On that note, remember to never stick to a marketing strategy which isn’t working, just because it was your original plan. Be prepared to improvise!

Lastly, how are you going to measure the success of your efforts

Remember when we talked about SMART targets?

Well, being data-driven, and placing emphasis on measurability is going to set you apart from your competitors.

Make sure, in whatever you are doing, that you are tracking your outgoing spend and time dedicated to marketing, with the return you are seeing in terms of clients, and against your specific business goal.

Only by measuring your successes and failures, can you hope to succeed, improve, and adapt your overall marketing strategy.

And that, in a nutshell, is as a personal trainer marketing plan!

Now time for the good stuff: what are the best personal trainer marketing strategies to attract local clients?

Printed Materials

Rudimentary? Yes.

Innovative? Probably not.

Effective? Certainly.

Printed materials are the best way to get yourself noticed in the local scene, especially when you’re new.

I don’t care what other articles on personal trainer marketing strategies say, if you’re not – at the very least – putting up posters in some of the key areas your clients spend their time, then you’re not capitalising on one of the easiest marketing tools available.

At your gym’s reception, you should have capitalised on all three major forms of printed marketing: flyers, posters, and business cards.

This is where your research comes into play. Printed materials are all about visibility, however you should also be smart with how you deploy them. As opposed to plastering every wall in a 30 mile radius with your face and brand, select key locations and make sure your name is the first people see.

In terms of design, your printed materials need to do a number of things, without appearing too cluttered or difficult to read.

This can be difficult, especially if your new to graphic design. However, some general pointers would be to:


Get involved with local charities

Perhaps one of the more surprising personal trainer marketing strategies, but one that is incredibly popular due to its effectiveness, is helping out with charity events.

This can come in many forms, from helping out with warm-ups at local half marathons and 5K runs, to conducting sports and activity sessions for local businesses and schools in order to promote health and fitness.

Many fitness professionals also decide to become a sponsored athlete for a local charity. This has dual benefits: you are spreading awareness for the charity in question, in addition to receiving positive promotion from the charity, and enhancing your local reputation.

In short, everyone’s a winner!


Gym work as marketing

You may not conceive your work on the gym floor as marketing work, but as long as your face and your brand are on show to a wider public, you should be aware of how they look at you.

This may sound intimidating, but you can use it to your advantage.

By offering expert advice, free classes, and promotional offers on short time spans (think, “Last minute cancellation: 75% reduced price PT session available this afternoon”) you can quickly attract a handful of loyal, local clients, who may continue to pay for your services in the long term.


Influencer marketing – training local influencers

On the subject of enhancing your reputation, imagine there was some way of getting your name out to a local audience, without you personally having to do any extra work?

Well, actually, there is a way…

By offering to train local influencers for free, or for a reduced price, you can in turn ask them to post about their successes using your services and programmes.

This provides you with publicity to a key local demographic, and saves you the trouble of having to spend time marketing yourself. Social media is, of course, perfect for this method, especially if your influencer has a dedicated following.

All you need to do is ask them to post about you on their social channels or on their blog on a semi-regular basis, and you’ll soon see a spike in interest for your services. You could even give your influencer a discount code to offer to their followers, so that for every successful referral using that code, the influencer receives a free session.

If you’re wondering what exactly an influencer is, keep an eye out for opportunities to train the following kinds of individuals:


Re-marketing to existing clients

Remember those trustworthy first clients, who have been with you since the beginning, come rain or shine, and whom you still see, twice a week, even as your business continues to grow?

Well, those guys need some attention too!

Don’t fall into the trap of forgetting your existing clients, because you’re too busy trying to market to new audiences.

Yes, you’ve already converted these prospects into paying clients, but that does not mean you should stop there.

There’s a whole load of innovative ways you can capitalise on your loyal customers, even months into their relationship with you as a client.


Above all else, target referrals – As we covered in bring-a-friend sessions, targeting referrals is essential. If you always reinforce the benefits of referring friends and family to your services, your clients will be sure to remember that they will be rewarded.


Personal Trainer Marketing Strategies: Web and PR Iniatives

Still with us?

Congratulations! By now, you’ve covered everything you need to know in order to get started with personal trainer marketing strategies, and to successfully market your programmes and services at a local level.

If you’ve come this far, you’ll have done way more than most personal trainers, which will give you a huge head-start in what is an ultra-competitive industry.

In order to stay ahead, however, you’re going to have to consider venturing into marketing yourself online.


Well, local marketing can only get you so far. Once your growth starts to plateau, and you’re no longer seeing a good return on investment, you need to find new methods of marketing, and new locations to market in.

Our next section therefore, has the most potential for lucrative gains. It is also the most complicated to master, so get your pens, pencils, notepads, and keyboards, and listen up.


An overview and strategy for your web-based initiatives

Much like local marketing in the early days of your personal training career, to achieve consistent results with regard to your web-based marketing, you’re going to need a strategy.

Now, where local promotion is more straight forward – you want more clients, and you want to spend less money getting them – web based marketing is more tricky.

There are a number of different reasons why you might turn to marketing on the web, all of which depend where your business is currently operating, what stage of expansion you’re at, and the budget available to you.

So, instead of providing a concrete strategy here, we’re going to give the three most popular reasons you might turn to online personal trainer marketing, and why they can be so important with regard to executing personal trainer marketing strategies as a whole.


Brand Awareness

Brand awareness, exactly how you might expect, is about ensuring that your name, programmes, services, and – shock horror – brand, proliferates on online platforms.

While brand awareness is a bit of a contentious issue in marketing circles, primarily because it’s difficult to measure the data behind if your Twitter or Facebook has good branding, it is a useful factor to consider in the early days of your online personal trainer marketing venture.

Things like brand consistency and clarity are good for determining the potential success of social media channels. As we will soon see, even without a website, a great deal of success in terms of leads and new clients can be generated using social media.

In short then, we’ll spend most of our Social Media subheading talking about how to achieve brand consistency, later in this guide.

SEO Optimisation and Ranking

While SEO (or, Search Engine Optimisation) is an undoubtedly large and complex field of marketing, the benefits of good SEO are too good to ignore.

Think about this, if someone is searching “personal trainer in [YOUR AREA]” and your website is the first that they see, that’s a potential new client that you didn’t have to do anything to get.

As such, if you want do follow the route of having a website, then you need to be clued up on SEO optimisation. There are a number of ways to do this, a broad outline of which you can see below, and the rest of which we will cover in detail in our section on SEO Content and Content Marketing.


Lead Generation

While brand consistency and high search engine rankings are great for visibility, the be-all and end-all of online personal trainer marketing should be generating leads.

A lead, put simply, is someone who has given you their contact details, with the view that they are interested in your services.

Now there’s a number of ways to generate leads, and even more things you can do to convert them into clients.

We’re going to cover the clearest methods of generating and converting leads in our sections on email marketing and paid ads, later in this chapter.

And there you have it, an overview of the three key areas you might consider when tackling online personal trainer marketing strategies.

Remember, use the plan outlined in our chapter on Local Marketing to draw up a plan of what your marketing goals are, and how you are going to achieve them using the methods below.


Using social media to enhance your brand

As far as online personal trainer marketing strategies go, there are four primary social media channels you need to be utilising in order to make the most of your branding opportunities.

So, let’s cover some pointers with regard to achieving brand consistency across all platforms.

  • Logo and brand name a constant throughout all channels: This is a must for anyone with a new business, and indeed, for personal trainers new to the online world of marketing. You can’t just use a variety of different headshots and photos to promote your business. You need to design a logo, and ensure that every social channel uses that logo in order to increases the likelihood that you will be recognised by new clients.Keep in mind that messages, logos, and promotions are more effective when they are repeated to audiences – the first step to brand success, is therefore ensuring that audiences see your logo and brand more than your competitors.

  • Time-specific banner images offering promotions: Most social media sites, particularly Facebook and Twitter, allow for large featured banner images at the top of profiles. You would be shocked as to how many new personal trainers and fitness professionals waste this opportunity. If you run a business predicated upon selling time-dependent programmes and services – as is the case with many personal trainers – then you must, must, must make use of the featured banner. This section of your website should never go stale. Every time you think up a new deal, programme, or offer, you need to design a banner and post it on your social media. It will be the first thing new users see when they click through to your profile page, and could be the deal-breaker in terms of them clicking through to your website.

  • Frequently updated bios, with promotional codes: Much like your featured banner, your bio should never be more than two or three months old. You should always be updating your bio with links to new content, promotional codes that can be used for discounts from your services, and any new achievements you have.

  • For image based content, stick to a colour palette and design for consistency: Particularly with regard to your profile pictures and your Instagram content, try and ensure that your images are of the same colour, and remain consistent across your branding. For example, if your logo and website is orange, select stock images for your promotional that have an orange hue. This can be achieved in two ways: first, you could filter by colour on a site like Pexels or Adobe Stock Images. And second, you could edit the colour in Photoshop, by selecting Image > Hue / Saturation, and using the colour slider.

Remember, a consistent brand increases the likelihood that a potential client will trust you, both because you appear more professional, and because you increase the chances that they see your name and logo across multiple social media channels.


SEO optimised content and Content Marketing

As we mentioned earlier, we really can’t overstate the importance of SEO optimisation with regard to increasing the pool of clients you will have at your disposal.

SEO not only allows you to turn a local business into a national one, but it allows you to target specific groups dependent upon geographic location.

What does that mean?

Well, imagine anyone in a twenty-mile radius of your gym, googling the words “personal trainer for strength” and seeing your name.

That’s a lot of potential clients doing a lot of Googling.

But how can you make this a reality?

Below we’ve outlined two ways you can capitalise on SEO…

SEO optimised content

It goes without saying that, to utilise SEO optimised content, you’re going to need a website.

Otherwise, what are you planning on optimising?

Without getting too technical, for your SEO to be effective your website needs to have a clear site-map, and be clean in terms of spam and trustworthy outbound links. Basically, this means, you should hire a web-developer to, at the very least, check your site and ensure that everything is okay in terms of the technical side.

That leaves the question of how to optimise your content so that readers and Google take notice of your website.

When you’re writing content for your website, be it your sales page, your home page, or your client stories, you should always keep the following SEO factors in mind:

  • Keyword Research: Using Google’s keyword planner tool, find keywords that are related to the page you are writing and your profession. For example, if you are writing a webpage about your new fat-burner programme for clients in London, search for “weight loss trainer London” and select a keyword with a high traffic and low competition score.

  • Short paragraphs and images: When you’re writing your webpages, you need to keep in mind “dwell time.” Dwell time is simply, the amount of time that readers spend on your page. The more time people spend on your site, the higher Google will rank you.

  • Social media links: Research has found that social media has, if not a direct effect, then at least a tertiary effect on SEO ranking. In any case, having social media links on all of your webpages prompts readers to engage with your website (another Google ranking factor) and increases your brand visibility.
    Internal linking strategies: You’ve got the readers onto your website, now you need to get them to the right places. By planning an internal linking strategy through your site, ensuring your high value programme pages and sales pages are well advertised, you ensure that readers remain interested, and that they see your best content.

  • Internal linking strategies: You’ve got the readers onto your website, now you need to get them to the right places. By planning an internal linking strategy through your site, ensuring your high value programme pages and sales pages are well advertised, you ensure that readers remain interested, and that they see your best content.


Content Marketing (via a blog)

Optimising your foundational content, the core of your website (home page, sales pages, client stories) is a great way to get started.

However, to increase your website’s ability to rank, eventually you will have to produce new content.

Now, while updating the previously mentioned pages is always an option, having a blog full of informative, expertly written articles is by far the most effective SEO tactic you could employ in the long-term.

Never written a blog post before? Not to worry, check out our easy step by step guide to getting started with content marketing:

Top Tip: If your website runs through WordPress, download the Yoast plug-in to help you while publishing and editing your article.

It will give you an interactive guide as to how well you have SEO optimised your content, by showing your paragraph lengths, keyword density scores (how many times you have used your chosen keyword), and by giving commenting on the overall structure of your piece.


Before you move on to our guide to email marketing, a quick note on how to effectively conduct SEO outreach. There are a number of ways to increase traffic incoming to your article, which is key if you want it to rank. Some of the best, and quickest, ways to achieve this are…

  • Outreach Email Campaign: There is no real secret behind this, sometimes to get your article noticed, you need to put it in front of people. Try researching keywords around your article topic, and find around 25-30 blogs in your niche.Once you’ve done this, send out some emails asking for feedback on your article. In doing this, you’re not being pushy, but you are letting other bloggers know that you can produce quality content, and that you are open to collaboration.There are some great tools to make this process easier. For what it’s worth (and we’re not being paid to say this), we recommend Buzzstream, as a cost-effective way of managing your outreach campaigns.

  • Guest posting: While you’re looking for bloggers, you should also keep an eye out for influential blogs in your industry. Once you have built up an online presence and reputation, you could try emailing their editor to pitch an article for their site. If accepted, you should be allowed to link back to your site, therefore promoting your content and expertise.

  • Forum marketing: A great online space for niche-specific debate is the forum. Forums are high in number, and you should seriously consider becoming an active member of a handful related to your profession. Once you are trusted as a contributor, you can begin to subtly promote your content and services.


Using email marketing to generate leads from your content

Before we go any further, let’s have a quick recap.

So far, you have consistent branding across your social media platforms. Check.

You have SEO optimised your website, so that you re competitively ranking for keywords related to your brand name and industry. Check.

You have an active blog, which drives industry specific readers to your website. Check.

Now you might be asking, what am I supposed to do with all of this traffic?

Simple, you turn them into paying customers!


Capturing leads with email lists

The easiest, cleanest, and most cost-effective way to capitalise on your website traffic and SEO work, is to start building email lists by capturing contact details of your readers.

To do this, think about offering something in return, for free.

Ever seen the something along the lines of “enter your email here to receive our free workout guide” while you’re reading an article? That’s how webmasters develop an email list using content.

There’s a simple equation behind all of this: Offer something of value related to the content of your website or the article, and your reader will happily supply an email address.

Email marketing sounds a lot scarier than it is. In truth, as long as you have good content and the organisation to put everything in place, it is one of the easiest personal trainer marketing strategies you can execute to generate more leads for your business.


The power of the email sequence and newsletter

What was that about newsletters?

We’re all subscribed to a few of them, and it’s true: they can be annoying. Well, really annoying.

Your job, as someone trying to capitalise on the best personal trainer marketing strategies, is to ensure that your email content is not really annoying.

Or even a little bit annoying.

Because, the truth is, once you have an email, that’s a new lead for your business. And if you’ve generated the lead, you’ve done the hard work: all you need to do now is convert them into a paying client.

Check out our top personal trainer marketing strategies for writing a winning newsletter below:


Conquering the online sphere with targeted, paid ads

One of our goals for this guide to the best personal trainer marketing strategies was to provide all the best ways you can market your personal training business, while also saving money.

In essence, we’ve focused on what you might call organic marketing: getting audiences to look at your site and content, without paying for an advert to get them there.

However, because of recent Google and Facebook algorithm changes, and if your business has reached a point where you are no longer seeing growth, you’re going to have to spend some time getting to grips with paid ads.

The truth is, in 2018, organic marketing is just not enough to cater for a rapidly expanding business, especially if you’ve set your eyes on audiences outside of your local area.

So, how do paid ads work?

Essentially, the goal of a paid ad – particularly for Facebook, Twitter, and Google – is to get your brand, or even a specific programme or blog post, in front of a very specific audience.

What kind of audience?

You guessed it: the kind of audience who are most likely to turn from interested readers, into paying customers.

In 2018 then, paid ads are all about audience targeting and effective content.

Now, we can’t cover every aspect of paid ads in this guide, and we understand this isn’t ideal. However, if you want to get into the finer details, I suggest learning straight from the horse’s mouth by taking some Facebook Blueprint, and Google Garage courses, particularly with regard to targeting, and formatting the content of your ad.

What we can do is take you through some of the key pointers to getting started with paid ads today:


The Round Up

And you’ve done it! You reached the end of our ultimate guide to personal trainer marketing strategies.

Congratulations, give yourself several pats on the back. You deserve each and every one of them.

Marketing can be scary for beginners, but by reading this guide, you’ve given yourself the best chance of succeeding at an early stage.

Remember, if you’re one of our Level 2 or Level 3 students, you can get in touch with our tutor team at any point if you want to ask questions about starting up your new business.

And if you’re not one of our students, but would like to find out more about personal trainer marketing strategies, strategies, and more generally a career in personal training, get in touch! You can download a free prospectus, or give us an email at to explore what options you have in the fitness industry!


And Before you go…

We’d love to hear how you got on with your marketing, especially if you used some of our personal trainer marketing strategies! Get in touch with us on Twitter or Facebook to let us know... 

Interested in furthering your fitness qualifications? If so, go ahead and check out our Level 4 Personal Trainer qualifications here, or download our latest prospectus for more info on what you could be learning! 


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Written by George Aird

Fitness Professional & Marketer

Join George on Facebook at the OriGym Facebook Group

George Aird is a content writer and marketer with specialist knowledge of health and fitness, online marketing, and start-up businesses. In his spare time, he is a keen climber, and a (reluctant) runner. 

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