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I took the bus to the public library, photocopied my workout log, and sold it to an Instagram follower for fifteen bucks. That sad, single sentence is the origin story of my online personal training business.

The digital coaching space has evolved a lot since then. The days of programming workouts over your Notes app are behind us. Clients want better. And so, it’s our job to improve our services.

But before you get started selling, you need to build a foundation. Let’s take a look at how it should be done.

Establish Your Credibility

Before you can even think about selling anything, you’ve got to build your authority. Think of it this way: people trust experts. So, what do you need to do to prove you’re one? You need to show up consistently on platforms like podcasts, YouTube, or social media, offering valuable content that highlights your skills.

The goal is to build trust before you even ask anyone to buy from you. You’re not just promoting a product; you’re demonstrating that you know what you’re talking about and can solve problems. So, start creating content that genuinely helps people. Share tips, workout advice, client success stories —whatever speaks to your target audience. Trust me, once you’re seen as a valuable resource, the clients will come.

Know What Your Audience Needs

It’s easy to create a program based on what you think is a great idea. But here’s the hard truth: it’s not about you — it’s about them.

You need to deeply understand your audience’s struggles, goals, and fitness needs. Are they busy professionals who need quick, effective workouts? Or are they gym rats looking for advanced, personalized programs? Your program must speak to their pain points and deliver what they need.

The trick is creating a foundational workout structure that’s flexible enough to be tailored for different needs. You want to provide a solid base, but one that’s adaptable. Your program should feel personal, not cookie-cutter. The more tailored it feels, the better the results — and the happier your clients.

Social Media Isn’t Just for Likes — It’s a Business Tool

Let’s get this straight: your follower count isn’t the goal. Sure, it’s nice to have a huge following, but what’s more important is the engagement. A small, loyal audience that interacts with your content is far more valuable than a massive group of people who scroll past your posts without a second thought.

Think of social media as a tool to augment your business, not the business itself. Engage with your followers, offer real value, and show authenticity in your posts. People follow you because they trust you, so use that trust to engage, provide value, and, ultimately, sell your programs.

Keep the Client Experience Consistent, Always

If you’re going to scale your online training business, consistency is key. From the moment someone signs up for your program to the minute they complete it, every interaction needs to be seamless and professional.

Think about it: You want clients to feel like they’re getting the same high-quality experience no matter what. This means easy onboarding, clear communication, and top-notch program delivery. A consistent experience builds trust, and trust is what will bring your clients back for more—and make them recommend your services to others.

Invest in Skills That Go Beyond Fitness

Okay, so you’re a great trainer, but do you know how to run a business? If you’re going to succeed online, you need to wear both hats: fitness expert and business-savvy professional.

Don’t get me wrong — your fitness knowledge is crucial. But being able to acquire clients, manage your business, and scale your operations is equally important. Think of your training as a service and your business as a system. Understand how to market, sell, and streamline your business operations, so you can grow effectively and profitably.

Make Your Programs Flexible, Not Rigid

The fitness world isn’t static, and neither are your clients. Whether it’s because of injuries, equipment availability, or time constraints, you need to design your programs so they can be customized to fit each client’s situation. This flexibility is what will set your program apart.

Offer different tiers or options within your training programs, whether that’s video demonstrations, one-on-one feedback, or adjustments for specific goals. The more flexible you can be with your training style, the more attractive your program becomes to potential clients.

Wrap Up

Creating and selling online training programs is the fun part. But before you get to enjoy it, you need to build a foundation for your business. That means earning trust, developing skills, and communicating a message. Once those things are in place, you have the flexibility to build and sell any program you want.

When that time comes to create a program, consider what your audience wants but also don’t lose sight of what you are passionate about and educated on. At the end of the day, a good program is one built to solve a problem by someone passionate about the solution.