Selling personal training shouldn’t feel like you’re cornering someone into buying an extended warranty. Honestly, if you’re focused on pushing sessions instead of solving problems, you’re doing it wrong. The best trainers don’t “sell” in the traditional sense — they show people why their lives will be objectively better with fitness in it. You’re not just selling workouts; you’re selling stronger bodies, more energy, and the ability to walk up three flights of stairs without sweating your through your shirt.
Here’s how to close clients without feeling like you need a shower afterward.
At its core, sales is all about communication. But it’s not just about talking — it's about listening and understanding. The best closers aren’t the ones with the slickest pitch. They're the ones who ask the right questions and actually listen to what the client needs. You’re not pushing for the sale; you’re guiding the client to see that working with you is the solution they’ve been looking for.
Here’s a little secret: people buy from people they trust. If you’re trying too hard, it’s going to show. When you’re relaxed and genuine, the connection feels effortless. Clients want someone they can relate to, someone who’s confident without being overbearing. Just be yourself and let your passion for fitness speak for itself. If you’re comfortable in your own skin, they’ll feel that comfort too.
If you want to sell more personal training, stop obsessing over closing deals. Focus on generating leads. The more people you talk to, the more chances you have to connect with someone who’s ready to take the next step. Set a simple goal: How many new leads did you talk to today? Track that number, and watch how the more you engage, the more opportunities come your way.
This isn’t about selling a service — it’s about selling a transformation. Building trust right from the start is key. Show clients you're genuinely invested in their success. Be clear about what they want to achieve and help them see how they’re progressing. When they see results, they’re much more likely to stick around and renew. Trust and proven results are what keep clients coming back, not any high-pressure sales pitch.
Sales, like fitness, is a skill you get better at with practice. It’s not about being perfect — it’s about improving. Role-play with a friend or peer if you need to practice. Seriously! If you’ve listened to Mind Pump, you’ve likely heard the guys discuss the importance of practice when it comes to sales. Justin, Adam, and Sal – despite their success – were always working on their craft by roleplaying. And they made the trainers who worked for them do the same.
Just like a workout routine, sales improve with reps. Keep at it, and it’ll feel more comfortable.
Here’s a little hack to keep you motivated: turn your sales process into a game. Set clear goals like how many new leads you’ll talk to or how many follow-ups you’ll do each week. Track your progress and celebrate small victories. Hit your daily target? Reward yourself! When you treat sales like a game, it doesn’t feel like work. It’s just another challenge to conquer.
Flip the script on what sales means. Instead of thinking of it as a transaction, we should view it as an opportunity to help someone change their life. You’re not convincing them to buy something; you’re showing them how you can help them get healthier, stronger, and happier. When you see sales as an opportunity to guide people toward positive change, it stops feeling like selling and starts feeling like helping.
Let’s be real — sales isn’t easy. If it never feels natural to you, that's totally fine. We’re passionate about helping people, but selling is still part of the job. And just like any job, it’s not always about doing what’s fun. Sometimes, you’ve got to do the things you’re not so great at. The good news? You can still be a successful trainer even if sales isn’t your top skill. If your closing rate is low, don’t stress. Adjust by increasing the number of interactions you have. More conversations = more opportunities. Keep going, and you’ll find your rhythm.