When I first started personal training, I thought the best tactic to get clients was being jacked. So, I stood around the gym in a strategically too small t-shirt and waited for people to flock to me. But the only conversations I had were about where the restroom was. I spent my days saying, “Down the hall and to the right,” much more than, “Yes, I’d love to be your personal trainer.”
The point is, being muscular at a gym isn’t enough to get clients, just as being an old man in the park isn’t enough to attract birds.
The old man needs a loaf of bread, and you need a gameplan.
First, get comfortable with your sales approach. It’s like any skill — the more you practice, the better you get. Role-playing potential client scenarios with friends or colleagues can sharpen your confidence and help you handle real-life situations smoothly. This can mean the difference between landing a new client and losing a potential opportunity.
Additionally, focus on building rapport early in the conversation. Instead of approaching people while they’re working out, start casual conversations at the front desk or in the lobby where it feels more relaxed. It’s less about “selling” and more about connecting, which can naturally lead to scheduling a free session. Once they see the value in your services, the transition to a paying client becomes much easier.
Offering free sessions is a tried-and-true way to give potential clients a taste of what you can offer. It’s the gym’s version of a free cheese sample; and if it can work for Costco, it can work for you. While it may seem like you’re giving away your time, this approach allows you to build trust and showcase your expertise, both of which are crucial for turning leads into long-term clients.
Online platforms are also key. Use social media to share valuable content — whether it’s quick fitness tips, debunking common myths, or sharing success stories. When people see your knowledge and approach in action, they’ll be more inclined to reach out for your services. The goal is to provide helpful, insightful content that resonates with your target audience and shows that you understand their needs.
You can also explore the option of mobile or in-home training. Many clients appreciate the convenience of having a trainer come to them, and it’s an effective way to differentiate yourself from other trainers in a crowded market. This approach is particularly attractive to busy professionals or those who may feel intimidated by a gym setting. You can bring your own equipment, but another service you can offer is to teach them exercise with the tools they already have available to them. For example, show them how to do calf raises on their stairs, dips on a chair, and shoulder mobility with a broom. This will empower them and teach them that fitness isn’t about fancy equipment but rather effort and consistency.
Another underrated but powerful strategy is networking. People trust recommendations from those they know, so building relationships with other professionals — like physical therapists, nutritionists, or even fellow trainers — can open the door to client referrals. Whether it’s a client looking to complement their rehab program with training, or someone in need of a lifestyle overhaul, referrals can quickly fill up your schedule.
Don’t be afraid to ask your current clients for referrals either! People who are happy with your services are often eager to share the good news with friends or coworkers. Offer a small incentive, like a free session or a discount, to encourage them to spread the word.
In the early stages of your career, don’t be overly selective about who you train. Accepting a diverse range of clients not only helps you gain valuable experience but also exposes you to different personalities, fitness levels, and needs. This process helps you refine your skills and eventually discover your niche — whether it’s training older adults or busy professionals. Be open-minded and willing to help anyone in need.
Growing your personal training client base takes a mix of practice, creativity, and relationship-building. By offering free sessions, utilizing social media, and developing strong connections with clients, you’ll be well on your way to building a sustainable and successful training business.