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Ah, a six-figure annual income. Sounds nice, doesn’t it? But surely, numbers this high are reserved only for those in suits and ties sitting in cubicles, right? People who follow their passion are more often associated with the guy panhandling at busy intersections than with the person locking the doors to their Range Rover as they pull up next to them. But this idea that people who follow their dreams can’t make money couldn’t be further from the truth.

Making six figures as a personal trainer isn’t a pipe dream — it’s a strategic process that combines expertise, strong client relationships, and smart business decisions. Here are five steps to help you reach that coveted $100k milestone.

1. Increase Client Value

To justify higher fees, you need to convey the full value of your training. Show clients how improving their fitness doesn’t just impact their workouts — it enhances their energy, mood, relationships, and overall quality of life. When clients see the broader benefits of your services, they’re more likely to invest in larger packages or higher-end offerings like a $3,000 training series. The key is to highlight how your expertise transforms more than just their physique.

Your value isn’t the hour they spend training with you; it’s the 23 other hours they are healthier, happier, and better off because of it. Don’t sell yourself short. Personal trainers make their clients' lives better. That’s worth a lot!

2. Strategically Raise Your Rates

If your schedule is packed and clients are on a waitlist, it’s time to raise your rates. A full roster means there’s demand for your services, so take advantage of this by adjusting your pricing to match. Be transparent with clients, explaining that your increased rates reflect the value they’re getting from working with a top-tier trainer. Raising rates not only boosts your income but also positions you as a sought-after professional.

Don’t be scared when raising your rates. From my experience, clients are understanding. In fact, many of them will be proud of you and excited for you. Raising your rates tells them that you are doing something right.

3. Develop Specialized Skills

Invest in certifications and training that set you apart from the competition. Start with a solid foundation — like NASM — and then move into specialized credentials that can help you cater to niche markets. Whether it’s corrective exercise, sports performance, or injury rehab, specialized skills allow you to charge higher rates and offer more targeted services, making you more valuable to clients.

These credentials aren’t the end game, though. It’s more of a way for you to open your mind to new possibilities. For example, if you are certified to give sports massages, maybe you sell a 45-minute workout + 15-minute massage as a package. The point is, these new certifications and skills don’t have to become your whole identity. You can use them to complement what you already do.

4. Network and Market Wisely

Expanding your reach is essential for growth. Use social media platforms, YouTube, and blogs to engage with potential clients and showcase your expertise. The goal is to educate and build rapport with an audience, so when they’re ready to hire a trainer, you’re top of mind. Don’t focus on direct selling right away; instead, create content that demonstrates your knowledge and connects you with people who value what you offer.

Before you can make a sale, you need to make a connection! If there is just one thing you take away from this blog, let it be that. We’ll drill that point even deeper in this next step.

5. Focus on Client Relationships

Building strong, lasting relationships with your clients is crucial for retention and referrals. Show genuine interest in their health journeys, listen to their concerns, and celebrate their progress. Happy clients are more likely to stay long-term and refer others, which can significantly boost your income. A client who feels connected to you is more willing to invest in their fitness, even at higher price points.

Making six figures as a personal trainer isn’t just about training hard — it’s about working smart. By applying these strategies, you can increase your client value, raise your rates, and build a sustainable business that brings in consistent, higher earnings. Success comes from combining passion with strategic planning, creating a real impact on both your clients and your bottom line.