How to Get Personal Training Clients

Persona Team, November 8, 2021

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Many personal trainers have seen their businesses suffer as the epidemic spread. Clients have been hesitant to give up other important matters in order to focus on their health.

Now, in a desperate move to re­gain market share, many personal trainers are turning to smaller clients who they can serve at the expense of their existing clients. Of course, this is not great news for larger clients who will have less competi­tion when shopping for a trainer.

This is why excellent personal training marketing techniques are so important right now. Whether you’ve been running in-person sessions with extra safeguards in place or focusing more on digital communications, there has never been a better time to enhance your marketing efforts.

So if you want to know how to get clients for personal training, then reading this guide is a must! Also, once you’re done dont forget to read the other article we wrote, for another fresh angle on ways to get clients for personal training.

How to Get More Personal Training Clients

Here are 16 ways you can grow your business and attract more personal training clients:

  1. Niche down your services
  2. Who’s your target client?
  3. Branding is (almost) everything
  4. Build Trust and authority
  5. Grow your online presence
  6. Content, Content, Content
  7. Include client testimonials
  8. Guest posting on other sites
  9. Social Media = Love
  10. Keep sending emails
  11. Referrals? Yes, please!
  12. Incentivize your clients
  13. Carry out a needs analysis
  14. Business cards
  15. Follow up on every lead
  16. Slow and steady wins the race

Niche down your services

You should select a niche and do what you’re best at. This will help you to attract new clients and make them more likely to stick around. When you focus on a specific area, you can become an expert in that field and provide more value to your clients.

If you need help selecting your niche, ask yourself what makes you different from other trainers in the same area. If they’re all offering similar services, try to find something that separates you from everyone else.

This is also important if there are several trainers in your area who are well established. If you only focus on the basics, it will be hard for clients to choose you over their current trainer.

Having a niche is key to attracting more personal training clients because it differentiates you from other trainers. When you stand out, people will go to more effort to get in touch with you and that can increase your client base.

You should also try to specialize in something you truly enjoy. When you love what you do, it will come across to your clients and they’ll be more likely to stick around for a long time. If you’re good at personal training and happen to hate running marathons, don’t take on that niche just because your competition is doing it.

Who’s your target client?

It’s always a good idea to figure out who your ideal audience is. Take inspiration from where you are. A personal trainer who lives in an area with a large senior citizen community, for example, may wish to target her services toward older people. Ask yourself the following to help identify your ideal client: 

  • How old are they?
  • What’s gender?
  • How fit are they?
  • What do they love to do?
  • What’s their professional status? Are they students? parents? professionals?

Once you’ve answered these questions, you can create your ideal client profile, which will influence how you offer your personal training services.

If any of your clients work normal hours, for example, it may be a good idea to change the times you provide training to weekday evenings and weekends. It’s recommended to create at least 3-5 audiences that you can target!

How to get personal training clients
How to get personal training clients

Branding is (almost) everything

Your personal brand is the public face of your business. It should express your valued expertise to customers and who would benefit the most from it. People will be more difficult to connect with you if your brand does not portray your personality accurately.

You may sell a branded program if you have an unusual exercise method or strategy. Give it a memorable name that will appeal to your target demographic. This transforms the focus from being just a personal trainer to being the person who came up with a distinctive workout. It’ll set you apart from the crowd.

Get a website

You should always maintain a website that tells your story and tells what you do. A blog is a great way to do this because it gives you an opportunity to write about your passion, share some of your favorite things, offer the right price for personal training sessions, answer common questions, and attract more paying clients.

You can also share some of the exercises or products that are available to purchase on your site. Place a free ebook or PDF on your site, if you’re a personal trainer for people who are training for marathons, create an ebook about how to train effectively during the last few days before your big race.

You can even offer gift certificates or free trials of certain products on your site to attract more traffic.

Try to add value to your content rather than just selling your services. Having your newsletter is a must, add a popup on your website to make sure visitors sign-up for your newsletter, this will also help in making an email list.

Build Trust and authority

If you’re getting started as a personal trainer, one of the biggest hurdles can be gaining trust and authority in your niche. Fortunately, there are plenty of ways to overcome this so you can focus on your client’s needs.

The first step is to do a lot of research on training methods and exercises. By educating yourself, you’ll grow more confident and knowledgeable about fitness advice. You’ll also have an idea of what your competition is doing which will allow you to elevate yourself from them with better quality content.

Grow your online presence

When you have an online presence or even a mobile one as part of a personal trainer app, people will find it easier to find your business on SNS platforms like Facebook, Instagram, LinkedIn, etc.

If you’ve been stuck with how to find personal training clients, then these platforms are really important because that’s where they go to network with others in their field of interest. Make sure you include photos of yourself on social media sites so people can find you more easily.

You may also want to try responding to some of your customers’ questions on social media so it comes across as being helpful and friendly.

The goal is to appear professional yet approachable, so if you’re struggling with this, ask a friend or business colleague for advice. When people recognize your face or name in your field, they’ll be much more willing to contact you.

Content, Content, Content

It’s critical to project yourself in the best light possible if you want to be seen as an expert. A professional website that addresses your target client’s queries is a must-have.

Grow your personal training business
Grow your personal training business

Create a content calendar

Creating a content calendar is a great way to make sure that you are posting consistently on your blog or website. It also helps to ensure that your content is high quality and relevant. Here are some tips for creating a content calendar:

  1. Plan out your content ideas in advance
  2. Make sure that your content is relevant to your target audience
  3. Keep your tone and style consistent
  4. Post regularly, and stick to a schedule
  5. Use graphics and images to break up your text, making it more interesting to read

By posting relevant and high-quality content on your blog or website, you are showing that your online personal training business is active and engaged in the community.

Write blog posts

Blogging is an underutilized marketing tool. You may use your expertise in personal training to build your authority and trustworthiness in the field.

Make a regular publishing schedule for blog articles. You might either write them yourself or hire someone else to do it.

Post articles on your website that promote the benefits of fitness and offer advice on how people can achieve their goals. Including content that educates, entertains, or empowers your readers will help promote new leads and make them more excited about working with you as a personal trainer.

Share success stories

One of the best ways to get personal training clients fast is to show off your client’s success. You can share their successes on social media and make it look like you’re showcasing your own success (theirs).

Post pictures and videos of current clients performing amazing feats, talk about the stories behind the training and encourage them to share their changes with you, too. Not only will this help you get more traffic, but also will help in building rapport with potential clients.

Include client testimonials

In almost every sector, clients check online for social proof before making a purchase. And consumers claim that positive testimonies and reviews improve their trust in a business by 72 percent. Ask your regular clients to leave a review of your services on your website, along with links to it.

Video testimonials are very effective as well. You could place them on your landing pages as well as share them on your social profiles, using them in ad copies is also a great way to achieve higher conversion rates!

Guest posting on other websites

When you approach a fitness blog or other content provider with a guest blog submission, they’ll likely check your online presence to assess your writing quality and get an idea of your social following.

Even if your social media presence is just getting started, high-quality blog posts indicate that you can provide the same for their site.

The technique of creating a regular, reliable blog post is known as blogging for blogging’s sake. Blogging for blogging’s sake is ideal for individuals who enjoy writing and want to share their knowledge with the world.

In contrast, sponsored links bring visitors to your website without offering anything in return. When done properly, they are an excellent method of promoting yourself

Social Media = Love

Personal training businesses can and should use social media to reach more personal training clients and generate substantial revenue. If you understand how to make the most of it, it may be a goldmine for personal training marketing opportunities.

Focus on the social media platforms your ideal clients use

Find out which social media platforms are popular among your target audience. Both Facebook and Instagram enable you to send tailored advertisements to specific audiences. Your ideal clients, on the other hand, might be somewhere else.

They might, for example, be people who spend a lot of their time on LinkedIn. They may also split their attention between Instagram and Twitter. Your postings will require modification to fit the styles and restrictions of each platform.

Make sure your profiles and pages are well-made

Starting a social media presence for your firm allows your followers to keep up with the latest developments and availability. Writing educational and inspiring social media content informs and encourages your audience to achieve new fitness objectives.

A consistent internet presence will also assist you in remaining at the top of your thoughts. You’ll be the first person on their list once they’ve decided to hire a personal trainer.

Use LinkedIn to reach your clients

LinkedIn is an important platform if you want to find new clients. It’s also a great way to reach out and connect with people who may be interested in hiring you as a personal fitness trainer.

Post regular updates on your LinkedIn page. This content should be informative but also highlight what you can offer as a personal trainer e.g. free monthly training sessions, workout plans, etc.

It takes a village. Well, actually… it takes a community.

Use social media to stay connected with your customers and create long-term relationships by answering questions, responding to comments, and fostering conversations.

Encourage clients to interact with one another, share success stories, or encourage one other to achieve progress.

Many social media interactions are also chances to demonstrate your expertise and sell your value as a competent personal trainer.

Local SEO means local success

When individuals are looking for a personal trainer, they are most likely to Google phrases like “personal trainer near me.”

Google My Business is a free service that allows you to create a professional profile and manage your Google listing. By registering your business with Google My Business, it may appear as one of the search results in that tiny expandable box.

As a result of increased star ratings, you will seem more legitimate if your clients leave reviews on your listing.

Starting your own personal training business or simply scaling one?
Starting your own personal training business or simply scaling one?

Get listed by directories

Register your business with around 40 to 60 directories. They should be sites or directories specific to personal training — such as Yelp, IDEA, and Thumbtack’s trainer lists. 

Citations could have little effect on your Google search rankings, but they frequently provide free inbound links that boost the credibility of your website in Google’s databases. And when you improve your site’s SEO, it’ll lead to more visitors for articles like yours.

Keep sending emails

We advise sending emails on a regular basis to assist you to develop a presence in your subscribers’ minds. Use email marketing as part of your personal training marketing plan.

Provide discounts, links to valuable articles, or health-related guidance, for example. They won’t forget the value you provide to their life, even if they can’t attend sessions right now

Referrals? Yes, please!

Trainers who have a following of clients may generate a lot of business through client referrals. Ask your customers if they may refer you to their friends and family, which is often easier than approaching them in person. Incentive your clients by giving them a discount or gift certificate.

Cross-referrals are also quite useful. Inquire with other fitness professionals in your community, such as physical therapists, chiropractors, integrative medicine practitioners, or nutritionists, whether they would be delighted to refer you to clients seeking a personal trainer.

Incentivize your clients

Clients will appreciate knowing about discounts and other special offers, even if they are not immediately available to train (did anyone say quarantine?)

A few things you can offer as a trainer would be:

Go online

Provide clients the choice of working out online, and video software allows you to broadcast group workouts live. Alternatively, give them the option of having private training sessions via video chat instead. Our article about How to Start an Online Personal Training Business should help.

Everybody loves a freebie

A free session may persuade anyone who was on the fence about signing up. After all, what have they got to lose if it’s free?

Friends who train together…

Clients usually enjoy working out together. Make a special offer for clients who want to bring a buddy to their private training session. Your client’s friend will be able to observe your talent first-hand, making them more likely to book personal sessions themselves.

Offer trials

In order to help get people started with your personal training, you should provide free trials for potential customers. This is a great way to show them that you’re worth working with and if they end up liking the experience, you’ll be able to gain new customers.

A 3-day free trial is a good length of time to offer people, as they will be able to experience the benefits of your service and see how it is like working with you.

However, keep in mind that if you offer this free trial, you should also outline the benefits of continuing for 3 more months so potential customers can see exactly what they’re getting.

This way, you’re letting them know that they can get a full month’s worth of personal training for just the price of the free trial.

Do free workshops

Usually doing circuit training, kettlebell training, and strength training workout that is open to the public is a good way to get started. You can do these at the gym, or in your own home. Mainly anywhere that you feel comfortable and safe training people is fine.

Reach out to friends and family members and ask them if they would be interested in attending such an event with you. If there is enough interest then plan it out. You could even arrange a once-in-a-week Q&A session and keep it free for anyone to join. These will also help you understand which questions personal trainers should ask their clients.

These sessions can be a great opportunity for you to share your client’s success stories and case studies.

Be the one to tell them about the newest tech

Clients who pay for personal training are generally interested in fitness technology and could expect you to keep up with them. You can read our full article about personal trainer payment options. Invest in new gym equipment and let people test it out for free.

Alternatively, promote new fitness gear, such as a smartwatch or an electronic muscle recovery tool, and demonstrate how to incorporate it into a client’s workout. Just make sure that everything is cleaned between uses.

Carry out a needs analysis

Another way to form a connection with clients is by performing a needs analysis before you start working together. This will give the client the chance to express their concerns and goals, which you can use as useful information for your sessions.

You should be as attentive as possible and ask as many questions as you can. By doing this, you’ll be able to get a better idea of what your client’s goals are and the struggles they’re going through.

However, remember that you should avoid giving empty praises as it can make them feel uncomfortable about their needs, which is why you should remain as professional as possible during this process.

Personalize Your Services

While some people may just want to get fit, others might be more specific with their needs. By personalizing your services, you can create a more personalized experience for your clients.

For example, if someone has stated that they would like to lose weight, you could break down the process of achieving this by setting reasonable goals and increasing or decreasing the intensity of your sessions.

This way, you’ll be able to help them achieve their goals and the results will be more noticeable.

Business cards

When you’re in the process of meeting new clients, printing out a business card with your name and contact information can help you stand out from other personal trainers in the area.

You’ll also have a tangible item that you can give them so they’ll always have a way of contacting you in case they need anything. This is a really great way to make an impression and once you hand them out, your potential clients can take them wherever they go.

Local medical professionals

It’s also a good idea to ask local medical professionals to help you spread the word about your skills. This will allow you to get more clients as people learn about your great service. You can contact them and ask if they would be willing to recommend you to people in their network who might need a personal trainer. This way, they’ll have a professional reference for you.


Another way to build up your client base is by reaching out to local business owners. You can ask them if they would be willing to recommend you as a personal trainer and you could also offer a deal for those who sign up from the gym.

For example, you could offer discounted pricing for those who want to sign up with the help of a referral from one of their staff members. This will show that you’re committed to building a long-term relationship with the gyms and you’ll likely get more clients because of it.


Real estate agents are a great source of personal trainer clients. New residents are always looking for ways to get fit and by recommending personal trainers, real estate agents can help their clients get set up with a good fitness routine. You can reach out to real estate agents and offer them a deal for those who refer new residents to you. This will show that you’re committed to providing quality services and the real estate agent will be more likely to recommend you in the future.

Follow up on every lead

Want to know how to get clients as a personal trainer when you first start out, one way to increase your chances of getting clients is to follow up on every lead. This means that you should always respond to inquiries, and you should also reach out to potential clients after meeting them.

Follow-up emails or calls can help you stay top of mind and increase your chances of securing a client. You have to be patient and persistent, but following up on leads is one of the best ways to get clients.

Step 1: Respond immediately when someone contacts about booking an appointment for training services

Step 2: Send this personal information about what they will need in order for their session with the trainer (shoes, water bottle, etc.)

Step 3: Give this person a quote for their desired training session

Step 4: Set up an appointment with the client for the first day of their training.

By following these steps, you will be able to set up an appointment with your potential client. They may seem like simple steps to follow, but they will drastically increase your chances of securing a client for personal training.

Slow and steady wins the race

It’s easy to feel overwhelmed. You’ve spent years learning your craft as a personal trainer, but you’re probably not a marketing specialist. Keep in mind that you don’t have to implement all of these personal training marketing ideas at once. The more time you spend following these tips, the better chance you have of getting clients quickly.

Which methods do you recommend for how to get more personal training clients? Let us know in the comments below! We’re always happy to hear from our readers and we want to make sure that your business succeeds with effective marketing strategies.

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