The Business Side of Client Acquisition

and the human side of it

If you are a personal trainer we will take a wild (not so wild) guess that you love fitness. You are in this business of training others because, at some point in your life, you have experienced the benefits of working out yourself. Now, you want to share that feeling with others. You want other people to feel as strong and powerful in their bodies and min as you feel in yours. When you think about it this way, it’s a pretty noble profession.

Now, let’s talk about the facts. To run a successful personal training business you need clients who you pay. This is a business at the end of the day and you need to be able to support yourself, your lifestyle, and anyone that depends on you. You need clients.

How do you get these clients?

Well, there are multiple ways to acquire clients. The way you acquire clients is going to depend on which stage your business is in.

If you are trying to grow your business you are going to need more than one stream through which you acquire clients. Let’s break down what these streams could look like.

1. Gyms and Fitness Studio

   Gyms and studios can be great places to find clients especially when you are just starting out. Clients will often come to you here and you can start building a reputation and name for yourself.

2. Online Platforms

   Social media, fitness apps, personal training websites… there are so many different platforms you can share valuable content with your audience. Through online platforms, you can reach clients in any part of the world.

3. Referrals and Current Client

   Your current clients are your greatest testimonial and sales pitch. Work on the relationships you have with your current clients and let them go out and spread the word about your services.

4. Corporate Wellness Programs

   Many companies will offer corporate wellness classes. If you are able to get in on some of these classes you can start to build relationships with people beyond your own circles.

These are all just some of the ways you can work on acquiring clients.

Once you’ve met a person let’s discuss how you turn them into a client. This is where the ‘human’ side comes in.

People want to trust and know you. They will buy from you or invest in you only if they trust you can get them the results they want.

To build trust with clients you need to be able to communicate clearly with them. Set expectations and goals from the start.

Another way you build trust is to personalize your programs and pitch to each client. Show them that you are willing to meet them where they are to get them to where they want to be.

Lastly, remember you need to keep educating yourself. The more you focus on learning and getting better at your job the more your clients will trust you. If they are able to see and feel your dedication to being the best you can be, they will be more ready to invest in you.

When you first start your business it’s normal to be nervous about interacting with clients. Remember, your nerves will subside with time and experience. You will also get better at it the more you do it.

Growing a business takes a lot of work and effort. It is a process that never really ends. If you are passionate about it, it can be a very rewarding journey as well.