You've stumbled upon the idea to build a personal training business and now you're ready to take the next steps.
There's a lot to think about when building a business, so we put together a guide on how to get started, launch, grow and run your personal training business.
We also provide you with real-life case studies and examples of founders running successful personal training business (and how much💰 they're making today).
💡 Introduction To Becoming A Personal Trainer
Is Becoming A Personal Trainer Right For You?
There are many factors to consider when becoming a personal trainer.
We put together the main pros and cons for you here:
Pros of becoming a personal trainer
You can put as much time into the business as you'd like. If you like the work and have some initial experience, you can start small and manage all aspects of the business on your own.
• Ability to start your business from home
It's not necessary to have a physical storefront or office space to get your business started. You can do everything from the comfort of your own home, at least in the beginning!
• Little startup costs required
The cost to start a personal training business costs significantly less money than most businesses, ranging anywhere from 7,865 to 46,460.
• Rewarding work
Starting a personal training business can be really rewarding work. After all, you are solving an immediate issue for your customer and you're working on something you truly care about.
• Meaningful business connections
You never know who you will meet as a personal training business. This could be the start of an incredible business opportunity!
• High customer retention rates
Once a customer invests in your product, they've invested their time and energy to utilize your product/service which is highly valuable to them. Typically, your product or service becomes indispensable to your customer.
• Quick build time
The average time it takes to build your product is quick - typically around 8 months. This will allow you to bring your product to market faster.
• Daily physical activity
Personal Training Business's typically involve a much greater degree of movement than other lines of work. Most days, you will spend your day walking, running errands for your business, and performing a multitude of tasks. This can have a positive impact on energy levels and your overall health.
• You are your own boss!
With becoming a personal trainer, you are the one to make decisions for almost all of the operations. Calling the shots can be empowering and liberating!
• Higher likelihood of getting referrals
This business is all about referrals, which can be a a very impactful way to attract and retain customers. It's critical that you have a great referral program in place that incentivizes your customers to tell their friends about your product.
• Face to face interaction
If you are the type of individual that thrives on human interaction, then this is the business for you! With a personal training business, you will be hands-on with customers and or employees every day.
• Simple business model
A personal training business has the advantage of a simple business model, which makes launching and building the business more seamless.
• You get to do something you truly love
With starting a personal training business, you get to put your energy into something you are truly passionate about! You'll find yourself devoting as much time and energy as possible into the business to make it successful.
• You get to inspire others
Your business is one that encourages and inspires others, which in itself, can be very fulfilling.
Cons of becoming a personal trainer
• Crowded Space
Competition is high when it comes to your personal training business, so it's important that you spend a good amount of time analyzing the market and understanding where the demand lies.
• Lack of benefits
With a personal training business, you are typically self-employed and responsible for finding your own insurance, which can be quite costly and time-consuming.
• Stressful work
This line of work can be stressful for both you and your clients. This type of transaction is a significant financial decision for your client, so expectations are very high for you. Although this career path can be very rewarding, it also comes with its challenges and stressful moments.
• Niche Market
A niche business is not necessarily a bad thing, in fact, it can be the key to your success. However, it can be more challenging and time consuming to find the perfect niche market and target audience.
• Work can be repetitive
You may find creating the same product over and over repetitive and tiresome. One way of avoiding this is to diversify product lines and revenue streams - this will keep things interesting!
• Time commitment
With becoming a personal trainer, all responsibilities and decisions are in your hands. Although this is not necessarily a negative thing, work life can take over at times. This can place a strain on friends and family and add to the pressure of launching a new business.
• Impatient customers
You may offer an engaging user experience for your customer, but customers expect a lot and may be impatient if they aren't pleased with your product or service.
• You might struggle financially (at first)!
If you bootstrap your business or choose not to pay yourself (or pay yourself less than you were making at your corporate job), this can be financially taxing. It's important to adjust your lifestyle and set a plan for yourself so you don't find yourself in a stressful situation.
• More of a challenge to run your business from home!
Running your business from the comfort of your own home is a big appeal for many entrepreneurs. With a personal training business, you are more likely to run your business out of your office or storefront space.
• Work is not always glamorous
With starting a personal training business, you may need to get your hands a little dirty. Although it may seem glamorous from the outside to start this business, the work can require a lot of physical activity and repetition.
• The job can be demanding
This is one of the major disadvantages starting a personal training business. It's important to understand that you may need to make yourself available on a 24/7 basis.
• The job can be dangerous
Your personal training business can have its dangerous moments, which puts you and your employees at risk. It's important to consider all liability and put processes and procedures in place that will prepare you and your team.
- ISSA (67.5K Alexa Ranking)
- Tru Fit Athletic Club (145K Alexa Ranking)
- Ultimate Performance (459K Alexa Ranking)
- Fitness Together (560K Alexa Ranking)
- Body Design University (1.26M Alexa Ranking)
Let's take a look at the search trends for personal training over the last year:
How To Name Your Personal Training Business
It's important to find a catchy name for your personal training business so that you can stand out in your space.
Here are some general tips to consider when naming your personal training business
- Avoid hard to spell names: you want something easy to remember and easy to spell for your customers
- Conduct a search to see if others in the space have the same name
- Try not to pick a name that limits growth opportunities for your business (ie. if you decide to expand into other product lines)
- As soon as you have an idea (or ideas) of a few names that you love, register the domain name(s) as soon as possible!
Why is naming your personal training business so important?
The name of your business will forever play a role in:
- Your customers first impression
- Your businesses identity
- The power behind the type of customer your brand attracts
- If you're memorable or not
It's important to verify that the domain name is available for your personal training business.
You can search domain availability here:
Find a domain starting at $0.88
powered by Namecheap
Although .com names are the most common and easiest to remember, there are other options if your .com domain name is not available. Depending on your audience, it may not matter as much as you think.
It's also important to thoroughly check if social media handles are available.
As soon as you resonate with a name (or names), secure the domain and SM handles as soon as possible to ensure they don't get taken.
Here's some inspiration for naming your personal training business:
- Shy Town Fitness check availability
- Aspire Private Fitness check availability
- Straight Blasts Gym check availability
- DMS Fit check availability
- The Training Spot check availability
- Empowering Punch check availability
- Comfy Fitness check availability
- Fitness 19 check availability
- Legit Fit check availability
- Amped Up Fitness Studio check availability
- Slow Burn Personal Training Studios check availability
- Personal Training Fit Life TV check availability
- Victory Fitness Center check availability
- Active Lifestyles check availability
- Fitness Together check availability
- Catalyst Athletics check availability
- Peak Performance Personal Training check availability
- ReSet Personal Training Studio check availability
- Hour of Change Fitness check availability
- Inline Private Training check availability
- The Perfect Workout check availability
- Human Rebuild Fitness & Wellness check availability
- Dimes by the Dozen check availability
- Defined Personal Training check availability
- Performance Training Systems check availability
- Hard Bodies check availability
- Red Run Fitness check availability
- Changing Tide check availability
- Essential Fitness check availability
- Main Street Fitness check availability
- Rawmana Fitness check availability
- Zero Gravity check availability
- 9Round check availability
- Visualize Fitness check availability
- The Blackout Fitness check availability
- Next Level Fitness check availability
- House Call Trainers check availability
- The Superhuman Project check availability
- Focus Integrated Fitness check availability
- Coastline Counseling check availability
- Ferra Fitness check availability
- Timberline Fitness Studio check availability
- High Tide Fitness check availability
- Overload check availability
- Thrive on the Basics check availability
- Beyond Limits Training check availability
- Better Performance check availability
- Neighborhood Trainers check availability
- Impact Training check availability
- Diverge Personal Training Gym check availability
- Titan Fitness Studios check availability
- Golden Touch Fitness check availability
- Mission: FIT check availability
- Moore Fitness check availability
- Bodysmart Personal Training check availability
- Sculpt and Shred Fitness check availability
- Science Fitness check availability
- Fitness Zone Personal Training check availability
- Urban Strength Institute check availability
- TriFIT Wellness check availability
- Shore Fit check availability
- Amplified Fitness check availability
- Barefoot Tiger check availability
- Make Your Body check availability
- Top Notch Trainers check availability
- Paramount Fitness Training check availability
- Fit2fly check availability
- Community Fitness check availability
- Bootique Fitness check availability
- Total Results Training check availability
- Float Fitness check availability
- Redline Athletics check availability
- Got Muscle check availability
- Metro Fitness Central check availability
- Crossfit Sweetwater check availability
- Fitness 360 check availability
- Train Strong Fit check availability
- Golden Physique check availability
- Gore’s Core Fitness check availability
- The Wave check availability
- Bodies Personal Training check availability
- Dakota Personal Training check availability
- Incinerate check availability
- Ironlungs check availability
- UpFit Training Academy check availability
- Strive Personal Fitness Training check availability
- Find Your Trainer check availability
- Gotham Gym check availability
- Performance Incorporated check availability
- Willspace check availability
- Absolute Health and Fitness check availability
- Scoop Pilates check availability
- Feel Good Fitness check availability
- Cross Town Fitness check availability
- InStep Pilates check availability
- On the Dance Floor Fitness check availability
- One on One Fitness check availability
- Phenomenal Fitness check availability
- Strike’ng Fitness check availability
- Hit Fitness Training check availability
- Snap Fitness check availability
- Hustle Fitness check availability
- Step it Up check availability
- HiFi Personal Fitness check availability
- Prestige Personal Fitness check availability
- Just You Fitness check availability
- Pure Motion Fitness Training Studio check availability
- Remain Fit check availability
How To Create A Slogan For Your Personal Training Business:
Slogans are a critical piece of your marketing and advertising strategy.
The role of your slogan is to help your customer understand the benefits of your product/service - so it's important to find a catchy and effective slogan name.
Often times, your slogan can even be more important than the name of your brand.
Here are 6 tips for creating a catchy slogan for your personal training business:
1. Keep it short, simple and avoid difficult words
A great rule of thumb is that your slogan should be under 10 words. This will make it easy for your customer to understand and remember.
2. Tell what you do and focus on what makes you different
There are a few different ways you can incorporate what makes your business special in your slogan:
- Explain the target customer you are catering your services towards
- What problem do you solve?
- How do you make other people, clients, or your employer look good?
- Do you make people more successful? How?
3. Be consistent
Chances are, if you're coming up with a slogan, you may already have your business name, logo, mission, branding etc.
It's important to create a slogan that is consistent with all of the above.
4. Ensure the longevity of your slogan
Times are changing quickly, and so are businesses.
When coming up with your slogan, you may want to consider creating something that is timeless and won't just fade with new trends.
5. Consider your audience
When finding a catchy slogan name, you'll want to make sure that this resonates across your entire audience.
It's possible that your slogan could make complete sense to your audience in Europe, but may not resonate with your US audience.
6. Get feedback!
This is one of the easiest ways to know if your slogan will be perceived well, and a step that a lot of brands drop the ball on.
Ask friends, family, strangers, and most importantly, those that are considered to be in your target market.
Here's some inspiration for coming up with a slogan for your personal training business:
- Train with confidence, believe in yourself
- Improve yourself, be a better you
- Learn to train with the best personal trainer
- You'll be amazed by the results
- The best personal trainer in the planet
- Giving the best training experience
- Personal training at its finest
- Train with the best trainers
- Only the best personal trainers inside
- Best trainers, amazing results
- You'll train with the best of the best
- Never get behind of your training schedule
- Trainers that will help you all the way
- Personal development starts here
- Train with all your heart and soul
- Train now, be a champion forever
- Affordable training, amazing results
- Training gets even better
- Your solution to getting fit
- Personal training to the next level
- The best personal trainers guaranteed
- Train now, spend your life as a winner
- The road for a better you
- Never fall prey to your opponents
- Keep your performance at a high level
- Train until you drop
- Training made easier with us
- Your road to the next level of athleticism
- Personal training made more effective
- The best practices in training are here
- Train now with the best
- Fit body, healthier mind
- Real training starts with us
- Be the best athlete that you can be
- Achieve your best shape in no time
- Whatever You're Into, Get Into Personal Trainer.
- The Ultimate Personal Trainer Machine.
- Absolut Train.
- Better Mold, General Contour
- The Joy Of Shape.
- Work Hard, Fit Harder
- Property Of The Paper
- Special Aims Are What We Do
- Shape, Not That Other Crap.
- From Goodness To Counterfeit
- Personal Trainer - Be Prepared.
- Train, I Want It All.
- Work Hard, Staffing Harder
- Make The World A Better Place With Shape.
- It's A Beautiful Personal Trainer.
- From Partially To Full Length
- Work Hard, Train Harder
- From Regular To Unorthodox
- Train Strikes Back.
- Long Live Train.
- There's A Bit Of Shape In All Of Us.
- Have You Had Your Shape Today?
- Onboard Is What We Do
- Have You Had Your Shape Today?
- Same Contour, Bad Figure
- Where Train Is A Pleasure.
- Cuts Shape Time In Half.
- Last And Gashed
- Next Enables Are What We Do
- Shape Will Get You More Girls.
- Shape, Satisfies The Need.
- Shape - It Does A Body Good.
- Good Honest Shape Since 1896.
- Definite And Decadent
- Australians Wouldn't Give A Personal Trainer For Anything Else.
- Have A Break. Have A Train.
The Consulting Business Model
When implementing a consulting business model, you have a number of approaches to choose from:
Here are a few of the most common consulting business models:
1. The Time-Based Model
This is one of the more traditional consulting business models - where your rate, terms, and scope of work are outlined at the very beginning of the project.
Typically, with this model you would choose a day rate or an hourly rate.
2. The Project-Based Model
With a project-based model, you and your client agree on the scope of work you will be performing for a set amount of money.
There is typically a contract in place which covers the deliverables and expectations from both parties.
3. The Retainer-Based Model
The retainer model involves providing ongoing service for your clients over a specific period of time.
You may not provide a specific deliverable for your client, but instead, a broad scope of work over a set period.
4. The Consulting-Firm Model
This model is becoming more and more popular. The consulting firm model involves hiring freelancers or employees to complete work for your clients on your behalf.
Typically, in this situation, you still manage the relationship with the client, but you delegate some or all of the work to your team.
Which model should you choose?
The best way to determine which business model you will choose is to research other entrepreneurs or agencies in your space that are offering the same or similar service.
This will allow you to identify your competition, set your pricing, and determine your target audience.
🎬 How To Start A Personal Training Business
How Much Does It Cost To Start A Personal Training Business
If you are planning to start a personal training business, the costs are relatively low. This, of course, depends on if you decide to start the business with lean expenses or bringing in a large team and spending more money.
We’ve outlined two common scenarios for “pre-opening” costs of becoming a personal trainer and outline the costs you should expect for each:
- The estimated minimum starting cost = $7,865
- The estimated maximum starting cost = $46,460
|Startup Expenses: Average expenses incurred when starting a personal training business.||Min Startup Costs: You plan to execute on your own. You’re able to work from home with minimal costs.||Max Startup Costs: You have started with 1+ other team members.|
|Office Space Expenses|
|Rent: This refers to the office space you use for your business and give money to the landlord. To minimize costs, you may want to consider starting your business from home or renting an office in a coworking space.||$500||$5,750|
|Utility Costs For Office Space: Utility costs are the expense for all the services you use in your office, including electricity, gas, fuels, telephone, water, sewerage, etc.||$200||$1,150|
|WiFi & Internet: Whether you work from home or in an office space, WiFi is essential. Although the cost is minimal in most cases, it should be appropriately budgeted for each month!||$50||$100|
|Total Office Space Expenses||$750 (min)||$7,000 (max)|
|Employee & Freelancer Expenses|
|Payroll Costs & Fees: Payroll cost means the expense of paying your employees, which includes salaries, wages, and other benefits. This number depends on if you decide to pay yourself a salary upfront and how many employees you have on payroll. At first, many founders take on all responsibilities until the business is up and running. You can always hire down the road when you understand where you need help. Keep in mind, if you do plan to pay yourself, the average salary founders make is $50K.||$150||$250|
|Employee Hiring Expenses: Apart from payroll and benefits, there are other hiring employees costs. This includes the cost to advertise the job, the time it takes to interview candidates, and any other turnover that may result from hiring the wrong candidate.||$1||$2|
|Employee Rewards: It's vital to acknowledge and reward workers, whether they hit their goals or do a great job. This does not have to be costly. In fact, simply taking workers out to a meal or giving a gift or bonus is among the many ways to show how the worker is valued!||$0||$100|
|Total Employee & Freelancer Expenses||$151 (min)||$352 (max)|
|Equipment & Supply Expenses|
|Technology Office Equipment: This includes (but is not limited to) physical items such as: laptops, cameras, monitors, microphones, speakers, headsets. Technology needs grow as your company evolves, so to minimize costs, try and only purchase what is needed for you to run your business at the time.||$500||$5,000|
|Total Equipment & Supply Expenses||$500 (min)||$5,000 (max)|
|Website Builder: The cost of your website will vary depending on which platform you choose. There are many website builders on the market, so it's important you choose the right one for your business and overall goals. To learn more about your options + how to build a great website, check out this article.||$10||$500|
|Web Design: Web design includes several different aspects, including webpage layout, content creation, and design elements.If you have the skills and knowledge to design your website on your own, then outsourcing this to an expert may not be necessary. There are plenty of other ways you can design a beautiful website using design tools and software.||$200||$6,000|
|A Domain Name: Your domain name is the URL and name of your website - this is how internet users find you and your website.Domain names are extremely important and should match your company name and brand. This makes it easier for customers to remember you and return to your website.||$12||$200|
|Business Email Hosting Service: An email hosting runs a dedicated email server. Once you have your domain name, you can set up email accounts for each user on your team. The most common email hosts are G Suite and Microsoft 365 Suite. The number of email accounts you set up will determine the monthly cost breakdown.||$1||$15|
|Website Hosting Costs: Server hosting is an IT service typically offered by a cloud service provider that hosts the website information and allows remote access through the internet. A hosted server can help you scale up and increase your business’s efficacy, relieving you from the hassles of on-premise operations.||$80||$300|
|Website & Live Chat Tool: If your business values high-end customer service, you must consider utilizing a website chatbot. Website chatbots play a pivotal role in converting site visitors into long-term customers. Typically, there are different tiers of pricing and features offered by Live Chat service providers.||$0||$200|
|Total Website Costs||$303 (min)||$7,215 (max)|
|Business Formation Fees|
|Small Business Insurance: Depending on which state you live in and the business you're operating, the costs and requirements for small business insurance vary. You can learn more here.||$500||$2,000|
|Permit and License Fees: Depending on your industry, there are certain licenses and permits you may need in order to comply with state, local, and federal regulations. Here is an article that goes over all the permits and licenses you may need for your personal training business.||$50||$700|
|Trademarking: Filing trademark registration will protect your brand and prevent other businesses from copying your name or product. USPTO has several different types of trademarks, so the cost to apply can vary (typically anywhere from $400-$700).||$0||$700|
|Lawyer Fees: Although you may want to avoid attorney fees, it's important that your business (and you) are covered at all costs. This comes into play when creating founder agreements, setting up your business legal structure, and of course, any unforeseen circumstances that may happen when dealing with customers or other businesses.||$0||$1,500|
|A Patent: Patents provide protection against others stealing or selling your idea.Securing a patent can be very valuable, but it's important that you are 100% sure this will be a smart business move for you, or if this is something to consider down the line.The process of securing a US patent can be both lengthy and pricey, and typically includes filing an application with the USPTO.||$5,000||$15,000|
|Set up business: LLC & Corporations: The first step in setting up your business is deciding whether your business is an LLC, S Corp or C Corp. The cost for this depends on which state you form your business and which structure you decide on. We put together an article that goes over the 10 Steps To Setting Up A Business.||$50||$500|
|Total Business Formation Fees||$5,600 (min)||$20,400 (max)|
|Design Programs & Software: These programs might include the Adobe family of design tools: Photoshop, Illustrator, InDesign and others. This is typically a monthly subscription ranging from $10-$50/mo.||$0||$50|
|Email marketing tool: If you plan to grow your email list and email marketing efforts, you may want to consider investing in an email marketing platform (ie. Klaviyo, MailChimp). We put together a detailed guide on all of the email marketing tools out there + the pricing models for each one here||$0||$100|
|IT Support: IT support installs and configures hardware and software and solves any technical issues that may arise.IT support can be used internally or for your customers experiencing issues with your product/service.There are a variety of tools and software you can use to help with any technical issues you or your customers are experiencing. This is a great option for businesses that do not have the means to hire a team of professionals.||$150||$2,000|
|Accounting & Invoicing Software: It's important to have an accounting system and process in place to manage financials, reporting, planning and tax preparation. Here are the 30 best accounting tools for small businesses.||$0||$50|
|CRM Software: CRM (customer relationship management) software system is used to track and analyze your company’s interactions with clients and prospects. Although this is not a necessary tool to have for your business, implementing this, in the beginning, may set your business up for success and save you valuable time.||$12||$300|
|Project Management Software: You may want to consider using a project management and collaboration tool to organize your day-to-day. This can also be very beneficial if you have a larger team and want to keep track of everyones tasks and productivity. For a full list of project management tools, check out this full list here.||$0||$25|
|Internal Communication Tool: If you plan to have multiple members on your team, you may want to consider an instant message tool such as Slack or Telegram. The cost is usually billed per month (approx $5/user/month) or there are freemium versions available on many platforms.||$0||$20|
|Social Media Management Tools: If you plan to do social media marketing for your personal training business, you should consider investing in a social media automation or publishing tool. This will save you time and allow you to track performance and engagement for your posts. Here is a list of 28 best social media tools for your small business.||$0||$50|
|Payroll Software: The main purpose of payroll software is to help you pay your team and track each of those payments (so that you don't have to do it manually). If you do not have any employees or have a very small team, payroll software may not be necessary at this stage. Here are the 11 best payroll tools for small businesses!||$0||$200|
|Online data storage: It's important to make sure the information for your personal training business is stored and protected should something happen to your computer or hard drive. The cost for this is affordable and depends on how much data you need to store. To learn more about the different options and pricing on the market, check out this article.||$0||$299|
|Total Software Expenses||$162 (min)||$3,094 (max)|
|Advertising & Marketing Costs|
|Business Cards: A personal training business involves quite a bit of customer interaction, whether that is attending tradeshows, sales calls or simply having face to face interaction with prospective clients. Business cards are a great way to stay front of mind with your clients.||$0||$50|
|Customer Research & Surveys: Many personal training business's conduct industry and consumer research prior to starting their business. Often times, you need to pay for this data or hire a market research firm to help you in this process.||$0||$300|
|Direct Campaigns, Printing and Mailing: Although it may sound old-school, traditional marketing methods can be a cost-effective way to drive awareness for your brand. This includes flyers, postcards, sales letters, coupons, special offers, catalogs and brochures.||$0||$300|
|Press: If your business and story is unique enough, press and media attention may come to you, but odds are, you may need to do your own outreach and budget for this. We put together a guide here that discusses different press opportunities (both free and paid).||$0||$500|
|Google Ads: With Google Ads you have the ability to control how much you spend by simply setting a monthly budget cap. Additionally, with these ads you only pay for results, such as clicks to your website or phone calls! It's okay to start with a small budget at first and make changes accordingly if you see valuable returns.||$0||$300|
|Facebook & Instagram Ads: With Facebook and Instagram ads, you set your budget and pay for the actions you want (whether that be impressions, conversions, etc).You can learn more about pricing based on your impressions here.||$0||$350|
|Total Advertising & Marketing Costs||$0 (min)||$1,800 (max)|
|Credit Card Processing Fees: If you process credit cards then you will need to deal with interchange fees - which is usually around 3% of total charges. These fees are often forgotten about and can hurt cash flow if not taken into account.||$0||$300|
|Time!: Time is money! When starting a business, think about how much time you are spending on certain tasks that could be delegated to another team member or automated. Additionally, spending too much time on tasks that aren't associated with revenue is a hidden cost of running a business.||$0||$500|
|Total Other Expenses||$0 (min)||$800 (max)|
|Specific Industry Expenses|
|Personal Trainer Certification: To start a personal training business, you'll need to become certified. The cost to become a CPT typically ranges anywhere from $399-$799.||$399||$799|
|Total Specific Industry Expenses||$399 (min)||$799 (max)|
|Total Starting Costs||$7,865 (min)||$46,460 (max)|
Raising Money For Your Personal Training Business
Here are the most common ways to raise money for your personal training business:
You may not need funding for your personal training business.
In fact, many entrepreneurs take this approach when starting their own business, whether they have a little amount of cash or a substantial amount to get started.
So what exactly does the term "bootstrapping" mean?
This method essentially refers to self-funding your businesswithout external help or capital and reinvesting your earnings back into the business**
Bootstrapping means building your company from the ground up with your own, or your loved ones, personal savings and reinvesting all earnings back into the business
Here are some tips to consider when bootstrapping your business:
- Use your savings as your capital - one of the best ways to bootstrap your business is to collect your savings and use them as startup capital. This will also help you avoid using your personal or business credit cards when getting started.
- Determine exactly how much capital you need and how much capital you have to get your business off the ground. Generally, when bootstrapping your business, you may want to consider starting a business that involves less startup capital.
- Consider starting a business that will generate immediate returns so you can put money back into the business
- Be as lean as possible - this refers to cutting down expenses as much as possible, such as payroll, fancy software tools, unnecessary travel, renting an office, etc
- Consider outsourcing instead of hiring - in the beginning, you may not need to hire someone permanently to help run your business. It tends to be much less expensive to outsource work to a freelancer and hire someone permanently down the road!
Want to learn more about bootstrapping your business? Check out this article
What Skills Do I Need To Succeed In Becoming A Personal Trainer?
As a personal training business, there are several essential skills and characteristics that are important to identify prior to starting your business.
Let’s look at these skills in more detail so you can identify what you need to succeed in your day-to-day business operations:
Coaching and leadership skills are critical to have when starting a personal training business.
Here's what this looks like:
- Empathy & Emotional Intelligence: The ability to identify and manage the emotions/needs of your clients is a critical part of the job
- Motivation: Motivating and encouraging your clients to push themselves physically and often mentally. You will be holding them accountable!
- Patience: Results don't happen overnight - it's important both you and your client are able to remain calm and patient throughout the process
Customer Service Skills
Friendly communication with customers and the ability to address service issues is a critical part of the job.
Here are some customer service skills you may want to consider prior to becoming a personal trainer:
- Professionalism: The way you act, present yourself, and respond to situations all leave an impression on your customer. It's important to stay professional at all times when handling customer requests or issues.
- Problem-solving: When issues arise, it's important that you are able to think quick on your feet and address the situation with a calm and clear solution
- Friendly-manner: This is an obvious one, but customers truly appreciate someone that can respond in a quick, efficient, and friendly manner.
- Proficient in writing: These skills include the ability to write well-crafted emails, service tickets, and any other programs used by the business (ie. chat functions, SMS texting)
Business Savvy Skills
When becoming a personal trainer, there are a few fundamental business skills you will want to learn in order to be successful:
- Leadership and training skills: A great team starts with YOU. Make sure you have all company policies and training procedures in place prior to hiring your team
- Decisive and self-confident: Over the course of your career, you will need decisions that could impact your business significantly. It's important you are able to think clearly and rationally about these decisions.
- Ability to understand the financials: You don't need to be an accountant, but it is important that you are able to clearly understand and define metrics such as expenses, revenue, profit, margins, COGS, etc.
- Strategic Thinking: Setting clear goals and benchmarks, identifying opportunities, risks. Ability to effectively communicate these insights to your team.
These are a few of many business savvy skills you should have (or work on) when becoming a personal trainer.
For a full list, check out this article here.
Advice For Becoming A Personal Trainer
We've interviewed thousands of successful founders at Starter Story and asked what advice they would give to entrepreneurs who are just getting started.
Here's the best advice we discovered for becoming a personal trainer:
Jose Alvarez, founder of Virtual Personal Trainer ($0/month):
I will encourage people to find partners, as jumping a new idea or business without much help or resources it's quite a very long-term challenge, which makes it easier to quit if things do not go the way you expected.
Read the full interview ➜
Chris Anderson, founder of Live Fit ($60K/month):
There is no substitute for a positive attitude in our business or in life. I would take a positive trainer with the right mindset over a hard worker who is negative and bringing down the good vibes of the company.
Read the full interview ➜
Write a Business Plan
Writing a business plan from the start is critical for the success of your personal training business.
Because this allows you to roadmap exactly what you do, what your overall structure will look like, and where you want to be in the future.
For many entrepreneurs, writing out the business plan helps validate their idea and decide whether or not they should move forward with starting the business.
You may want to consider expanding upon these sections in your business plan:
- Executive Summary: Brief outline of your product, the market, and growth opportunities
- Overviews and Objectives: Overview of your business, target customers, and what you need to run your business
- Products and Services: Specifics on the products and services your business will provide
- Market Opportunities: Analysis of customer demographics, buyer habits and if your product is in demand
- Marketing: Outline of your marketing plan and how you plan to differentiate yourself from other customers
- Competitive analysis: Analysis of your competition and the strengths and weaknesses therein
- Operations: Hierarchal structure of the company and what it will take to run the business on the day-to-day
- Leadership Team: Detailing roles and responsibilities of each manager based on their specific skill-set
- Financial Analysis Understanding of all expenses, operating budgets, and projections for the future.
Learn more about how to write a business plan here
Determine Which Business Bank Account You Need
There are hundreds of banks out there, and it can be overwhelming to find one that's right for your business.
Here are some factors you may want to consider:
- Location - Is your bank close enough that you can easily make deposits or get cash?
- Low Fees - Make sure to understand any and all fees associated with setting up and maintaining your bank account. Ask for a list - banks usually try to keep this hidden and in the fine print.
- Online Banking Services - Make sure you can easily navigate through your online portal and you have easy access to everything you need.
- Line of Credit - What do your options look like (even if you don't need this now, you may need this down the road).
- Every bank has something that differentiates them from the rest, so make sure whatever that is applied to your needs and values.
Check out this list of the 13 Best Banks for Small Business in 2020 and what makes them so unique.
Setting Up Your Personal Training Business (Formation and Legal)
When it comes to setting up your business, you may find yourself in a place where you have to make some financial and legal decisions.
The first thing you'll want to decide on is whether you want to be an LLC, S-Corp, or C-Corp.
These three options are found to be the most common when starting a small business, and all serve to protect your personal assets and also provide you with certain tax benefits.
- LLC: All income and expenses from the business are reported on the LLC personal income tax return.
- S corp: Owners pay themselves salaries + receive dividends from profits.
- C Corp: C Corps are separately taxable entities that file a corporate tax return (Form 1120). No income tax is paid at the corporate level and any tax due is paid at the owners individual expense.
Depending on where you're conducting business, you'll also want to consider securing the proper permits, licenses and liability insurance.
Need to start an LLC? Create an LLC in minutes with ZenBusiness.
How Do I Pay Myself As A Small Business Owner?
Most entrepreneurs start a business to do something they love- but at the end of the day, you still have bills to pay (maybe now more than ever).
But it's important to strike the right balance - if you pay yourself too much, you could be putting your business at risk.
There are two common ways to pay yourself as a business owner:
1. Owner's Draw
Many entrepreneurs pay themselves through an owner's draw. This means that you are technically sean as "self-employed" through the eyes of the IRS and are not paid through regular wages.
At the point that you collect money from the draw, taxes typically are not taken out - so make sure you are prepared to pay these taxes once you file your individual return.
As an owner who takes a draw, you can legally take out as much as you want from your equity.
This type of compensation is suited for Sole props, LLCs, and partnerships. If you’re an S corp, you can pay yourself through both a salary and draw if you choose.
If you decide to pay yourself a salary, you will receive a set and recurring amount. This will be taxed by the federal government and the state you reside in.
The reality is that it can be really complicated to set your own salary, so we have some tips for you to consider:
- Take out a reasonable amount that allows you to live comfortably but also sets your business up for success
- Consider the number of hours you are working weekly + the type of duties you are performing.
- Set your salary based on your industry-standard, location, and profits (or projected profits)
- Look at your P&L statement: Deduct your own pay from that amount. This is important so you can first tackle important business expenses, and then pay yourself from the amount leftover.
- Pick a payroll schedule (and stick to it)! In the US, it's most common to pay yourself and employees twice a month.
To learn more about how to pay yourself and what is a reasonable amount, check out this article.
How To Price Your Personal Training
One of the most challenging aspects to becoming a personal trainer is determining how much to charge for your personal training.
When businesses under-price their product, this can be extremely detrimental to their bottom line and reputation.
Often times, businesses under-price their products to drive demand and volume, but that last thing you want is for customers to view your product/service as "cheap." Additionally, this can have a big impact on the type of customer you attract, which can be difficult to recover from.
On the other hand, when businesses over-price, this tends to be just as damaging to the business.
When customers buy, it's likely that they will explore the internet and look at other competitors to ensure they're getting the best value + deal. This is why it's so important that you research your competition and understand where you land in the marketplace.
Here are some factors to consider when pricing your product:
Understand your customer
It's important that out of the gates, you identify the type of customer you want to attract and how much they're willing to pay for your service. One great way to do this is by surveying your customers. Here are some important items you'll want to takeaway:
- Customer demographic: Age, gender, location, etc.
- Buying habits of your customer: What they buy + when they buy
- Level of price sensitivity with your customer
All of these segments will help you identify the type of customer you're attracting and how to price your product accordingly.
Understand your costs
When pricing your personal training, it's critical that you first identify all of your costs and consequently mark up your personal training so you can factor in a profit.
The actual cost of your personal training may include things like:
- The actual cost to make the product (ie. raw materials, supplies, manufacturer).
- Shipping + overhead fees
- Operating costs to run your business
You may want to consider creating a spreadsheet with every single expense involved in operating/owning your business. This will give you an idea as to what you need to generate in order to at the very least, break-even and will help you price your products to factor in a profit.
Create revenue goals
When determining the price of your personal training, you'll want to create goals for revenue + how much profit you want your personal training business to make.
This process is simpler than you may think:
- Think about your breakeven cost (by completing the above step).
- Create a revenue goal based on your break-even cost
- Evaluate the # of items you plan to sell in a given period (make sure this is a realistic number)
- Divide your revenue goal by the number of items you plan to sell
This figure will help determine your estimated price per product in order to meet your revenue goals.
Evaluate your competition
The last piece in determining how to price your personal training is by simply looking at your competition.
The best way to do this is by finding like-minded businesses that offer product(s) with similar perceived value. Then, you can compare prices of the different businesses and determine where your personal training fits best in the marketplace.
All of these factors play an equal part in pricing your personal training, so it's important you evaluate each one individually to come up with an accurate price that will help optimize your business from the start.
Rate Calculator: How to Calculate The Price For Your Personal Training Services
Our calculator is designed to be simple and easy to use.
The goal is to help you set realistic expectations and understand the hourly rate you should be charging to make your desired profit.
Please input below:
What Type Of Customers Will Buy Your Personal Training
It's important to first establish who you will be selling to, whether it's to businesses or consumers.
Typically, in this industry, products are sold to B2C markets (business-to-consumer).
Let's take a look at what this means for your personal training business:
B2C (or business to consumer) is a transaction where businesses sell their products or services to the consumer directly.
In this market, consumer behavior is the primary driver for your business decisions - so it's important that you truly identify who your customer is, and what their buyer habits are when building your product/service.
B2C is that you are able to cast a very wide net when targeting your customers. Your product may interest a large number of consumers or a specific niche.
B2C is that consumers hold all the power - so if your website is not the most user friendly, or does not rank in the top search results on Google, chances are, your customer is going to shop elsewhere.
When building your personal training business, it's critical that you hone in on who your target audience is, and why they need your product over your competition.
Here are some items to consider when identifying your buyer persona:
Identify Target Customer
A very critical piece in building personal training business is to identify your ideal target customer.
- Develop a niche and create a consistent brand that reflects your target customer.
- The colors, logo, content, and overall website should resonate with your target customer and should draw them in by helping them solve their specific "need".
Lydia Lee, founder of Screw The Cubicle identifies exactly the type of customer her services are curated for:
My core work focuses on helping corporate professionals transition their expertise and skills into an independent career where they choose a pathway like freelancing, consulting, and solopreneurship to earn a great living.
From self-guided courses like WorkReinvented to my 90 Day Launch program, the mission is to support passionate individuals to build the life they want with a business they can love.
Building an MVP (Minimal Viable Product)
When building a personal training business, it's critical that you first validate your product/service rather than rushing to build it right away.
This could save you months, if not years of building the wrong product/service.
If you're hoping to decrease any sort of risk that comes with launching your personal training business, designing a prototype can be a great way to de-risk your situation.
The point of your personal training prototype is that it doesn't have to be perfect.
In the beginning stages, it doesn't matter how rough V1 of your prototype is, it's more important to just get started and you can always refine from there based on feedback from your network and most importantly your customers.
How To Build A MVP
Here are several different ways of building a prototype/MVP:
- Start by building a landing page to see if customers actually need your product and if they are willing to pay for it
- Build a very basic version of your idea and ask for immediate feedback from potential customers
- Present a problem and solution via Facebook/Instagram Ads and see what the response is like
Austin Belcak, founder of Cultivated Culture dives deep into the process of designing and prototyping their product:
I’d tried launching a bunch of products (which all failed) before my flagship course finally took off. The big difference was taking the time to validate up front.
I wanted to make sure people would buy what I was selling before investing time to create it.
I started by sending an email to my audience asking if anyone would be interested in beta testing a premium resource around job searching. That was my first point of validation, I wanted to see if people were even interested in the general idea.
After reaching a critical mass of replies (I aimed for 50), I used Google docs to create an outline of the course. It walked through:
- Why it’s so hard to land jobs today (immediately addressing a pain point)
- My story (qualifying myself)
- Introduction of the course - what it is and what to expect
- A module-by-module breakdown of what’s included-
- Testimonials from people in the audience who had seen success
- Pricing (with a 50% discount off the future “retail price” with a working payment link)
I also created a survey that asked people:
- If they were interested in buying the course (yes/no)
- What they loved about the course
- What was missing from the course
- What questions they had about the course
- Then I replied to each interested person and asked them to read through the course outline and then fill out the survey.
Of the responses, I singled out people who said they would buy the course and encouraged them to pre-order using the payment link (offering a 50% discount and early beta access).
I read a lot about tiered pricing leading up to the course launch so I planned to launch with three sticker prices of $47, $147, $297. The first price was for a version of the course that allowed access to 2 out of the five modules. The second was for the full course, and the third was for the course along with a 30-minute coaching session.
Given the pre-order beta was an “MVP,” I only mentioned the middle price so it came in around $73 for beta users.
My goal was to get a 10%+ to sell-through rate. I had 50 people “interested” so I needed at least 5 buyers. I knew that if I could get 10% of people to put money down for something that didn’t exist yet, that was a good sign.
I ended up getting 20 pre-orders which validated the product and I spent the next two months building it!
Chris Anderson, founder of Live Fit dives deep into the process of designing and prototyping their product:
As a service business, Live Fit has had success in large part due to the variety of services we can offer. That of course mixed with the positive culture we have created. I doubt there are many companies you can go to and do back to back Pilates and boxing sessions. We can cater to the clients’ wants and needs when they first sign up but what is great is when a client gets in better shape and more confident and ends up trying multiple services with us.
This also locks that client into multiple caring relationships as they connect to multiple trainers within our company. Being able to trust a company and not just your individual trainer is a big deal in any industry, but I think especially with fitness, in particular personal training, because the relationships are so strong and intimate.
When a trainer leaves a company or moves to another part of the country, it can be devastating to their client’s emotions and results. Live Fit has created a trusted company that can always provide a solid and caring trainer. With that in mind, Live Fit has an incredibly low attrition rate with our staff. Partially because we pay our trainers well, much higher than the industry standard, and we have multiple bonus opportunities. Secondly, we provide good clients for our trainers, so they stay busy and make money. Lastly and probably most important, we have an amazing work environment with positive vibes, trust, and loyalty throughout. There is no place at Live Fit for negativity. Positive vibes always.
This was not always easy and there were so many factors to figure out in transitioning from the smallest personal training company in the Kansas City area to the biggest. Bigger is not always better and we know that, so being able to keep up with the growth is near as demanding as starting the company. We have had multiple managers, marketing advisors, salespeople, and trainers, but what you figure out is that every seeming problem you face ends up being an opportunity for better future growth, which makes stressful situations a little easier to stomach. I just try to always think, positivity, and grow and get better. LOA all Day.
Below is a picture we used on social media after our 2nd major expansion in 2015. Looking back, I cannot believe we would allow pics like this to be seen by our customers… Check out our website now to see how much we have changed the last 5 years.
🚀 How To Launch Your Personal Training Business
Build A Website
Building a website is imperative when launching your business, and with the right tools in place, this can be a simple task to check off the list (without having to hire someone).
- Pick a domain name that's easy to remember and easy to type
- Choose a Web Hosting Plan (ie. Shopify, Squarespace)
- Make sure you choose the right theme and design
- Implement the proper page structure (ie. about page, contact page, pricing etc)
To learn more about how to build a stellar website with little stress, we give you all the details on this step-by-step guide.
Best Website Platforms To Use For Your Personal Training Business:
There are a variety of websites platforms out there, and it's important to choose the right one that will set you up for success.
Here's everything you need to know about the two most common platforms for your personal training business:
Free and open-source content management system based on PHP and MySQL.
Free to use/open source but you will need to pay for the hosting.
Businesses using WordPress:
The all-in-one solution for anyone looking to create a beautiful website.
- Personal Plan: $12/month
- Business Plan: $18/month
- Basic: $26/month
Businesses using Squarespace:
Once you have chosen the domain, web hosting, and platform, it's time to get started with the design phase.
Themes are a great way to produce the fundamental style and identity of your website - this includes everything from your font design to your blog post styles.
One of the best ways to get started is to simply explore the various themes (free or paid depending on what you're looking for) and test them on your site.
If web-design really isn't in the cards for you, you may want to consider outsourcing a web designer to help bring your vision and brand to life.
Traditional Launch Strategies For Your Personal Training Business:
There are various different ways you can launch your personal training business successfully.
Here are a few different strategies to get customers excited about your personal training business:
- Set up a Facebook page for your business. This is a great way to establish an online presence
- Host an event in a fun location with drinks & food. This is a great way to get exposure in the local community.
- Get Press! Pitch your story to the media and you may just land in an amazing publication
- Live sales to get customers excited
- Send a hand-written letter in the mail with a discount on your services to the local community/neighborhoods.
Chris Anderson, founder of Live Fit dives deep into the process of launching the business:
I opened my business checking account on my 29th birthday, March 1st, 2011. My plan was simple. Rent space at a local studio and build up my client base while I was getting all the details lined out to open my own space, including the buildout, equipment, marketing, financial planning, and everything else I could think of at the time. Luckily one of my buddies owned a nice fitness space in South Overland Park, where I was planning on building my studio.
I was upfront with him about my plan and he agreed to let me pay 1 month at a time until my space was ready. I was grateful for this because I didn’t know how long the buildout, buying the equipment and all the other details of opening my own spot would take. In addition, I knew I could not have any sort of lag in the transition from taking the client base I was working on building over to my new space.
The transition had to be seamless, not only for me financially but for my client’s workout consistency and results. During this entire process, I kept the law of attraction firmly in my mind and of course, everything timed out and worked out perfectly. I opened a brand-new space with my own office, a changing room, and a private shower, all with a fresh beautiful buildout and about $30,000 of brand-new equipment. We were set and ready to go so I moved my client base from my buddy’s gym over to my new spot and kept on growing.
I hired a marketing consultant and we were off to the races on creating a logo and building a website. In the fitness industry, it can be exceedingly difficult to compete online as far as marketing. There is just so much competition and it takes years of reputation, marketing work, photos, and strategic planning to build your brand to a point of impacting SEO. I was lucky to have a client who was an expert with Google Ads and that is where we started. He was a tremendous help in building our online presence and still is to this day.
From the day we opened most of our clients came from my own work as a sales guy and the rest came from Google search and referrals. I am still the sales guy at Live Fit and sign up 90% of the new clients but it has been years since I have had to make a cold call to get a sale. Most of our leads now come from Google, referrals, and the brand awareness we have created over the past 9 years. It is a nice spot to be in. People come to us and it is great. I still have to do my job and make them feel comfortable and get them signed up with our program and set with one of our trainers, but it is way easier than the cold calls I used to make when I first opened. I remember the first year I opened I signed up nearly everyone I met.
It was crazy. I signed up my home realtor, my mortgage broker, my banker, my commercial realtor that found my space, my marketing consultant, my accountant, and several of the employees that worked in the other spaces in my same building. I was tenacious in signing people up and I found a way to do it in a very non-threatening, comfortable way. One of the best compliments I was ever given came from one of the trainers. She said, “Chris, you are the most amazing person I’ve ever met at selling someone and not making them feel sold.” I think this was one of my biggest keys to success early on and probably still today. I can connect with people instantly and sell fitness in my sleep. Looking back, I would have to say the key to any service business is the service you are providing, mixed with the connection you create with people. Connection creates loyalty and trust, which is the key to any business.
🌱 How To Grow Your Personal Training Business
Improve your SEO
SEO is not just about driving traffic to your site, it's about driving the RIGHT traffic to your site, and ultimately, converting leads into customers.
One of the most important aspects of SEO is understanding what your customers are searching for, otherwise known as "keyword research."
Here are some tools that can help you choose the right keywords for your personal training business.
- Google Ads Keyword Planner invaluable for discovering search trends.
- Google Search Console is very helpful once your website is up as it shows you what words/phrases are generating traffic.
- Ahrefs and SEMRush are paid tools that allow you to look at results of your competitor's website.
Publish Great Content
Finding keywords is an important piece of the puzzle, but Google also ranks your site based on the actual content you produce, as this is what your customers are reading and engaging with.
There are various different "forms" of content that you may want to consider diversifying on your sites, such as blog posts, articles, studies, and videos.
So let's discuss what google considers "good content:"
- Length - This will vary depending on the page, however, generally having a sufficient amount of content helps search engines recognize that your site is a good source for a specific topic
- Engagement - The longer people stay on your website to read your content, the higher Google will rank your website. It's important to have informative and "thick" content that keeps people reading
- Avoid Duplicating Content - Google will recognize this and may consider your content to have low value
- Ensure pages load quickly - This will also help with engagement and time spent on your website
- Shareability - Create content that people want to share, and is easy for them to share, especially to their social media accounts (ie. "click to tweet" is a great example of this).
Another element of creating good content is creating consistent content.
If (and hopefully you are) publishing content frequently, it's important to stick to a schedule - this helps build brand trust and easy user experience with your customers.
Planning out your content with a content calendar is key to staying consistent.
Here are a few great content calendar tools that can help you:
Backlinks are an important piece to SEO, as they allow for other websites to link to your content.
Search engines recognize that other sites are essentially "verifying" your content and essentially rank you higher because of this.
Of course, some links are more valuable than others and can affect your site in different ways.
For example, if a highly valuable and credible site like the New York Times links to a page on your website, this could be remarkable from an SEO perspective.
Aside from organically getting mentioned from other sites, there are other ways that you can increase and earn backlinks:
- Create infographics with relevant data that people want to share
- Promote your content on different sites/look into "guest blogging"
- Contact influencers/journalists/bloggers and ask them to mention you!
- Write testimonials for other sites in exchange for a backlink
- Leverage existing business relationships
Build A Blog
One of the most effective ways to build brand awareness and grow your business is through consistently blogging.
We've outlined some useful tips for you to consider when creating content:
Consistency and Quantity
Quality is important, but it should be the standard for any content you publish.
What’s more important is consistency and quantity.
Consistency is as simple as committing to publishing and sharing a certain number of posts per week. For me, that’s three per week right now.
This kind of commitment is key, because one day, a random post will blow up, and you will have never expected it.
The easiest mind trap is to think "I’m posting too much", and “I need to give my readers/audience/this platform a break”.
This is nonsense.
There is no such thing as oversaturation. Well, there is, but it is just someone else’s opinion.
For every person that tells you you are posting too much, there is another person that wants even more of your content.
You should ignore people’s opinions on how much you post.
Patience & Persistence
Keep posting, keep trying, and keep putting out good content on the regular. Your time will come, and when it does, it will change everything.
The only thing you have control over is your content.
You can’t control how people will react to it. You can’t control pageviews, likes, or shares.
So the only metric you should focus on is how much content you can put out in a week, month, etc.
Where to share your blog content
I know it sounds obvious, but the best places to share your content is on your mailing list. It is guaranteed traffic and it is a great way to get rapid feedback from your most loyal readers.
Send newsletters often. I have done once a week since starting, and I’m moving to twice a week soon.
Work on increasing your mailing list as well. Look into ways to increase your conversion rate to your mailing list. I added a flyout popup thing to my site and now I’m collecting ~30 emails per day.
An email newsletter is one of the most powerful assets you can have and it is worth its weight in gold.
Reddit is one of my favorite places to promote content.
It is a very scary place because you will often get banned or heckled, but it can really pay off.
Create social media accounts for your blog, the main ones I use:
Twitter Facebook Instagram LinkedIn
Set up Buffer and share all of your blog posts to all of your accounts. All of these little shares really do add up.
Automate this as much as possible. I automated all of my social media for Starter Story.
When I started out, I put together a spreadsheet of relevant Facebook groups for my niche, and I would post to these groups whenever I had a big story I wanted to share.
Grow Your Email List
The more engaged list of emails, the more engaged customers, which ultimately leads to more sales.
One of the best ways to start growing your list is by providing your customer with something free (or discounted) in return.
This could also be anything from:
- Fascinating case study
- Video series
- Free week of the product
- Discount on the product
Learn more about how to grow your email list and improve email marketing ➜ here.
Dylan Jacob, founder of Brumate states their email collection tactic that is proven to work:
We use Spin-a-Sale for this (you spin a wheel for a discount code in exchange for subscribing to our email list). This has been the best email-collecting tool we have found because the customer truly feels like they won a prize rather than just a coupon code.
Even if a customer doesn’t convert right away, if we have their email we have a 19% chance of converting them into a future customer whether that is through future promotions, new releases, or simply just sending an email at the right time for a purchase to finally make sense for them.
We also have a return customer rate of over 14%, so one out of every 6 people we convert will end up buying from us again with an average order value of over $60.00.
Add an exit-intent popup to your online store
A great way to double, or even triple, your email opt-in rate and to grow your list is to add an exit-intent popup to your site, and offering a discount or content upgrade for subscribers.
Here's an example of what that might look like:
One thing that I spent years NOT doing, that I now kick myself about, is adding an "exit intent pop-up" to our site, which lets people enter a sweepstakes to win a Xero Shoes gift certificate.
That one idea has added over 100,000 subscribers to our email list, which is one of our most effective marketing channels.
Improve Your Email Marketing
Different types of emails
Here are the most common types of email campaigns you can send to your customers and their benefits:
- Welcome emails - the perfect way to provide information from the start with a clear CTA. Make sure to tell your customer everything they need to know about your product or service.
- Newsletters - a great way to give customers updates or send out your latest content
- Product launch emails - the quickest (and easiest) way to increase sales is by selling to current customers. Make sure they're the first on the list to know about your new product
- Promotional emails - promote discounts, deals coupons etc. Try and make this feel exclusive and for a limited time only
- Abandoned cart emails - give your customers a reason to complete their purchase!
Here's a great resource for finding curated email designs, for all types of email campaigns!
Abandonded Cart Flow
The abandoned cart workflow is one of the most effective strategies for turning your lead into a customer, and a powerful tool to have if you're an e-commerce business.
Think about all the times that you went on a shopping frenzy only to add items to your cart and then either forget or realize nows not the right time to pull the trigger.
Then, minutes later you receive an email saying "Hurry up! Your cart is waiting - and we want to provide you with 20% off your order."
Maybe that's the special touch (and discount) you needed to pull that trigger.
Implementing this workflow can automatically trigger this for your business every time a customer abandons their cart.
Here's a great example of an abandoned cart email from Brooklinen:
Things they do well:
- Showcase 5-star reviews from other customers
- Offer a small discount + free shipping
- Great design + clear call to actions!
Build A Facebook Community
Building a community is a great way to grow your network and your business.
There are several different ways of building a community, one of the most effective (and simplest) ways is to build a Facebook group
Setting up the group page takes less than 10 minutes, and we've outlined ways the top 5 ways to create an engaging and successful group:
- Make the group exclusive. This may sound counter-intuitive, however, this ensures privacy and that the group will feel comfortable posting and engaging with members.
- Try to be warm and welcoming. A great way to do this is by having a "Member Monday" where you welcome new members and ask them to introduce themselves in the group
- Use polls/surveys. This is a great way to know your audience and see what people want more of in the group (more business tips, networking opportunities, etc).
- Include influential people & conduct AMA's (ask me anything). This is a great way to get members engaged
- Host an in-person (or virtual) event with members in the group. This will create stronger relationships and build a strong community.
Mike Doehla, founder of Stronger U, an online nutrition company noticed that his customers needed a little motivation and sense of community:
Most diets are lonely so we wanted to give support and a community.
I think many people fail diets because there is no one to talk to and no accountability.
You can by a book, or google a meal plan but who’s going to keep you on track? We will. The entire SU community.
We give our members access for life to our Facebook community filled with people around the world who are looking out for everyone’s success.
Most diets make up arbitrary rules and we thought they just didn’t make sense. Meal timing, Cutting carbs, butter in coffee, sugar being the devil? Ehh no need to overthink that stuff.
We’ll give you the science behind of what we do and show you what actually matters based on real research.
Luckily we have a PhD at our disposal to educate our staff and members so everyone is getting the most up to date information out there.
Social Media Advertising
Social Media Advertising is one of the leading ways to get the word out when it comes to personal training business.
There are various different Social Media platforms available to you. Some may be more critical for your marketing efforts than others, however, it's important to have an understanding of what's out there and available to you.
Let's talk about a few of the main platforms and what makes them unique:
- Facebook Advertising - more than 2 billion monthly users. Facebook is the best for lead generation + capturing email addresses for e-commerce businesses.
- Instagram Advertising - approximately 500 million monthly users and has a higher audience engagement rate than any other platform. Instagram ads are best for linking to a product page or landing page and reaches the 18-29 age group most effectively.
- Twitter Advertising- Small businesses typically use twitter ads to drive brand awareness, but the platform is meant more for organic engagement (and is not as heavily used for paid advertising)
- Pinterest Advertising - 175 million monthly users and most effectively reaches the female audience. Pinterest is great for promoting products without "promoted". The promoted pins have a way of blending right in.
- LinkedIn Advertising - 227 million monthly users and is geared towards the B2B market and generates the highest quality leads. Great platform for recruiters, high-end products and services that will help businesses
It's important to first define your goal/objective so that you don't waste time and money into the wrong platform:
Here are some different questions to ask yourself as it relates to your goals:
- Do I want to simply drive brand awareness?
- Do I want to drive users to my website to gather information?
- Do I want to increase sales and get my customer to take action?
From there, choose the platform that targets your audience best and start experimenting!
Learn more about social media advertising ➜ here.
Founder Andy Hayes talks about mastering FB ads and the pixel:
The biggest bang for your buck will likely be mastering Facebook and it’s platform - which we all know is pay for play, so you’ll have to come up with a small amount of budget to start for marketing.
We’ve spent countless hours (and paid numerous coaches) before we cracked the code that works for us on Facebook, but it is working really well for us now.
Some of the most important things to know when it comes to FB Ads:
- Start with retargeting (that’s showing ads to people who already know you but did not purchase). Master this - and start building information on your Facebook Pixel - before you do anything else
- Once you have that down, try working with the 1% “Lookalike” audience to prospect for new customers. This may take awhile because your pixel audience is small, so try layering on interests - 1% Lookalike and your largest competitor, for example. Don’t use interest-only targeting until you master this.
- Great photography and videography is key, as is smart copy. Research what’s out there in your industry and constantly test - what works for one company may not work for other people.
- Make sure you have good offers. For example, we have a $5 trial for our subscription, which converts affordably - if we promoted our subscription with the standard $30 front charge, it wouldn’t be as cost-effective.
Experiment With Pay Per Click Ads (PPC)
Pay-per-click (PPC) is a performance-based marketing method that allows you to show specific ads for services or products oriented to a very defined target, with the goal that the user visits your website or landing page.
Here are some tips to consider:
- Consider connecting the ad to your corresponding landing page so that the audience receives the necessary information after clicking on the ad.
- Conversion Tracking: When running PPC campaigns, be sure to run the ads with conversion tracking.
- Focus on quality keywords, even if there are few as this will save you time and money. When assessing the performance of a keyword, it's important to track the expense, conversion, and cost per conversion, as well as the ROI.
PPC advertising can be a very important lead generator as long as it's done properly. Your PPC campaign is intended to drive traffic to your website and help the business scale.
Additionally, if the campaign is not having the desired results, you can make the necessary changes immediately to improve them.
Ryan Schortmann, founder of Display Pros talks about their investment in PPC Ads:
My name is Ryan Schortmann and I’m the founder of Display Pros. We are a custom trade show display booth company offering easy to use portable display “kits” for small and medium businesses wanting to get into the trade show game.
It did not take long to come to the realization that to compete at any reasonable level, we were going to need to take the plunge and invest in Pay Per Click ads and display.
From experience, I know that it is important to give Google’s hivemind some time to settle in before each campaign starts seeing consistent results (this is largely dependent on budget).
A certain amount of PPC budget must be viewed as a “marketing research” expense and then you can look at the analytics data and make informed decisions on where to refine, tweak or plain scrap an idea.
Google Shopping was an entirely new concept for me. You can’t assign keywords to products so at first, I was asking myself “How the hell do you refine these?”. Then I found some good reading material and courses and learned of some advanced methods that the pros are using. It turns out you can utilize negative keyword lists combined with the priority setting on each shopping campaign to “shape” the keywords that are coming in and how much you are spending on them.
To learn more about PPC Ads and Google Shopping, check out this video to learn everything you need to know!
🏃🏼♀️ How To Run Your Personal Training Business
How To Retain Customers For Your Personal Training Business
Retaining customers is one of the most effective ways to grow your personal training business.
Oftentimes, it's easy to find yourself focusing on generating new customers, vs retaining your current ones.
Look at it this way - you are 60-70% more likely to sell a new product to an existing customer than you are a new customer.
That's not to say that finding new customers and revenue streams is not important, however, the easiest (and most inexpensive) source of new revenue is right there in front of you.
Here are some ways you can retain customers for your personal training business:
- Responding to comments on social media
- Send discounts (or freebies) to loyal customers
- Provide valuable content, for free
- Write a hand written thank you note
- Provide awesome customer service and build relationships with customers
To find out more tips and tricks on retaining customers, check out this article ➜ here
Jose Alvarez, founder of Virtual Personal Trainer dives deep into the process of attracting and retaining customers:
The most challenging thing has been to find out a very unique and novel service and products. This is where my scientific background came to play. I used all the information recorded during my process of weight loss to scientifically reproduce my findings and get it validated by internationally recognized journals.
- Weight loss and meal frequency: “Consistent weight loss linked to higher meal frequency” (2019).
- Scientifically-Proven methodology: Self-Experiencing “the healthiest weight” (2017).
- Scientific validation of apps & tools: “Long-term weight loss by mobile app” (2017).
Abstracts and articles can be fully accessed here.
As of today, I am not aware of any website or blog that can compete at this level as they are mostly based on theory, rather experimentally proven practice. My most important findings are that: Number one, there is a sort of "biological switch" regulating our bodyweight that is taking memory pictures of our body weight every certain period so we need to set that switch accordingly to be healthy and look healthy.
This effort takes an effort but it is mostly mental, though a minimum of physical activity is necessary due to our most inherent genetic fingerprint. The second finding is that no miracle pills are needed, we can greatly track, control, and manage this “biological switch” by using just a computer or mobile phone.
After these publications, I started to attract more readers all over the world.
Diversify Your Product Line
Adding new products to your business is a great way to expand into new markets and grow your business.
It's important to note that adding new products and diversifying may not be in the cards for you right this moment, and that's okay. You can always consider it down the road.
Here are some reasons you may want to considering adding/diversifying your product
- Meeting the needs of your customers
- Establish yourself as a top provider in your industry and stay ahead of the game with competition
- Resistance to downturns/trends fading
- Create new revenue streams
Provide Great Customer Service
Providing exceptional care and creating relationships with clients is a great way to build your reputation and retain customers.
Whether you are an online business or a physical business, it's highly important to communicate with customers and make them feel like they are the priority.
Just remember: customer service represents your brand, values, vision and YOU as a person.
As a brand, you want to deliver an experience that authentic, honest and transparent.
Don't make the mistake of giving your audience less credit than they deserve.
If you go around chasing every trend and only focused on yourself and money, you’re going to lose very quickly.
There have been many times where we have been tempted to do this but stayed true.
Sure we sacrificed sales, but we kept our integrity, played the long game and people saw and appreciated that, and really began emotionally investing in the brand.
Build a Referral Program
Word of mouth is one of the best ways to get the word out about your business and acquire new customers. Especially when you are starting out, it’s important to build a solid referral program to encourage existing customers to help you find new ones.
A great way to do that is by offering a reward (ie. credit on your service or cash) to customers that refer you to their friends and family.
A fantastic referral program will help with clout, credibility, and establishing yourself in the space.
Word of Mouth
The most tried and true way to grow a personal training business is through word of mouth - some entrepreneurs would say it's more important than all social media.
Why you should focus on word of mouth:
- Consumers trust word of mouth above all other forms of marketing
- 92% of consumers believe recommendations from friends and family over all forms of advertising
- 64% of marketing executives indicated that they believe it is the most effective form of marketing
Learn more about word of mouth in our guide: 30 Ways Founders Grow Their Business ➜
How To Crush The Sales Process For Your Personal Training Business
You may find yourself in a spot where you're ready to hire a few (or many) salespeople to support the sales conversion process.
Regardless if you have one or thirty salespeople, it's critical that you assign them specific roles and responsibilities to nurture the client and provide excellent support.
Mike Korba, co-founder of User.Com walks us through the entire sales process and which teams are responsible for what:
User.com Sales Process
Each user and account is qualified with a specialist. For business leads, they are handled by the sales team, and if they are qualified we give them a demo, more than often at the end of their fourteen-day trial. If they’re happy they’ll add a payment, and get an account manager, so a customer support and success team who will help implement the solution and to use the technology.
Sometimes, users will convert naturally on their own, after using the freemium product and finding it to be something that they will find beneficial.
After they convert, we help with onboarding, give them some personalized tips for their specific business or industry to grow plus all kinds of support, for whatever they need - something we take huge pride in.
The team is right now more than 30 people, with more than half working on the IT and product side, and the rest are in three teams: Support, Marketing, and Sales who all work together very closely.
We put together the best resources on the internet to help you start your personal training business.
- Platform tools such as Amazon, Mindbody, GoDaddy or Google
- Email tools such as MailChimp, Gmail or G Suite
- Social media tools such as Facebook, Instagram, Twitter, YouTube, Pinterest or LinkedIn
- Advertising tools such as Google Adwords
- Analytics tools such as Google Analytics
- Productivity tools such as Google Suite
- Accounting tools such as Quickbooks or Google Sheets
- Reviews tools such as Yelp or Google My Business
- Blog tools such as Squarespace
- Payroll tools such as QuickBooks
- Payments tools such as Payment Work Suite
- How To Start Your Personal Training Business: Step By Step Business Plan And Forms. Get A Fitness And Personal Training Certification And Become A Certified Personal Trainer: Joe Dynasty
- How I Started A $60K/Month Personal Training Company
- On Starting A Blog About Weight Loss & Personal Training
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