Running a personal training business can be difficult if you don’t get out of your own way! And this not only happens in our industry, but in other service professions across the board.
Operating a small business can be challenging, lucrative, and fun! After all you get to do what you love every day, and best of all you get paid for it! How great is that?!
But, just like with some of your clients, some business owners push themselves and some just get by. It is up to you to decide which one you want to be.
Getting your Business off the ground
When you start a fitness business, be prepared for a ramp up period. I have met with several personal trainers and they all agree that their schedule wasn’t full in the beginning and it did take a few years to get on a roll.
Rome was not built in a day, but was completed with patience and a lot of hard work. You can absolutely do the same and build your own roman empire of referring clients.
Active vs Passive Marketing
Active Marketing is when you are actively going out and meeting people to impact your specific goal of getting new customers. This is the best way to advertise because often times you are networking, meeting people face to face, and establishing relationships.
Active marketing is one of the best personal trainer advertising tips I can offer, however it is a challenge when your schedule fills up and you are busy training.
Some great examples are:
- Handing out flyers of your new winter special
- Networking at a leads group or community function
- Setting up a body fat table at your local grocery store
Passive Marketing is when you reach your customer through online advertising or newspaper listings. It is very much a put up a sign and wait for people to find you. (source: smallbusiness.chron.com)
This is a great way to advertise for trainers because the advertising is working for you while you are working for your clients. However, the hard part is that your phone won’t be ringing off the hook unless you invest some money to a mass marketing campaign. And even then, results are not guaranteed!
Personal Training Advertising Tips: Combing active and passive marketing
The best way to get results is by combining both methods. I always found passive marketing easier, because it takes less time and energy.
Once you set up your website, yelp, and social media accounts, it takes time to get results. The good news is that, with these methods, they are working while you are training. After they are set up, you can leave them alone to do their magic.
And when they are doing their magic, you can be out networking with professionals that need help getting in shape and balancing hectic schedules.
The key to making active marketing effective, is to put small blocks in your schedule and get out and meet people.
30 minutes of walking and talking to your corporate neighbors will do wonders for your business!
The best personal trainer advertising tips I can recommend is to do a combination of both marketing methods. You will see some great success with active marketing, but if you work on your passive marketing first it will help you get your ducks in a row.
If you start by putting up a free Yelp listing, you will have to answer several questions about yourself, your business, and your philosophy. And this is where it all begins!
You will start to establish why you are doing what you are doing, and who you want to help. Once you have that down pat, you will be ready to actively go out and find the client you want to train.
What people want
People come to personal trainers because they want someone who is experienced, fun, and gets clients results! Think about it…the last time your ordered from Amazon and weren’t quite sure if you needed the product, did you read the reviews?
Absolutely! Reviews show people the actual customer experiences with that specific product. When people come to your website they want to know:
- Do they have good reviews
- Are they close to me
- Is there a special
If you have fantastic reviews on how you get people results and have an introductory offer they can’t refuse, you will get clients when you least expect it. And that is the best part of Passive Marketing!!
The biggest mistake I see a lot of trainers make is to rely on one piece of marketing. Sitting at the gym and hoping someone will talk to you won’t cut it and you won’t be in business for long!
You need to get off your butt and get moving! Work on your passive marketing on the side when you have time, but concentrate your efforts on meeting people that need your services.
The Big Big Mistake
When it comes to setting up your website/blog or free listings, don’t make it about you! As I mentioned earlier, people come to these sites to find someone who can get them results. They want to see the results your clients have and how awesome they look and feel.
If you have an entire site about you, then most likely they will move on to the next trainer with great reviews. If you have a site that is about you, keep it as a link on your About section of your website or business page.
If you could only have one page on your website, make that a client testimonial page with a contact me section.
Remember, it’s about how you help motivate others to enhance their lives!
These personal trainer advertising tips have helped me build a solid clientele and fantastic career! If you have any questions or tips, please drop a comment below!