I’ve been training fitness professionals since 2002 and the pattern hasn’t changed much in that time. New trainers rarely leave the industry because they can’t coach; they leave because they can’t get enough clients in the first year to make it pay. Here are the first two steps when starting out, to help you set up a solid foundation for long-term success.
Pick a niche
Most new trainers start out saying they’ll train anyone. I understand why – it feels like the safe option. In practice however, it puts you up against every gym, every app and every other new graduate, so you typically end up competing on price.
A niche gives people a reason to choose you. It also helps people who talk about you to understand who they should send your way.
You want to ensure your desired demographic is specific. For example:
- mums getting back into exercise after having a baby
- over-55s who want to stay strong and independent
- junior netballers or footballers before the season starts
- shift workers who can’t get to a 6am class
- adults coming back to training after having had years off.
To pick your niche, ask yourself:
- Who do I already know a lot of?
- What have I been through myself?
- Are there enough of these people within 20 minutes of where I train?
- Will they pay?
If your niche includes people with a medical condition, stay inside your scope of practice. Get clearance from GPs, where it’s needed, and get to know your local physios and/or exercise physiologists early. They’ll help keep your clients safe and they’ll send you referrals.
Choose your niche, then complete this sentence:
Test it on five people. If they can name someone who fits, it works.
Find your first 10 clients
Your first 10 clients won’t come from social media. They’ll come from people who already know you. Here are four ways to help you find those top 10.
Identify your network
Write down 50 names. They can be family, friends, old teammates, workmates, other parents at school or sport. Don’t stress – you aren’t selling to them; instead, you’re telling them what you do now and who you help. Message each person individually. People reply to personal messages, whereas most will scroll past a group post.
Ask for referrals
Don’t say “let me know if you hear of anyone” because that rarely works. Instead, ask a specific question such as:
Run taster sessions
Free tasters work if they have a structure. Keep them to 30 minutes, during which time you could deliver:
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a short assessment
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one quick win they can feel
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an experience of what working together would be like
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an offer to book in before they leave.
Set a limit on how many you run each week. If you don’t, you’ll be flat out and still not earning.
Establish one local partner
Find an organisation that already brings your niche together – a junior sports club, a mothers’ group, a workplace with shift workers. Offer a free talk or group session. One good partner can bring you more clients than a month of tasters.
Why 10?
At 10 clients, you’ve got testimonials, a small referral base, and enough sessions behind you to know what’s working. The next 20 clients will then be much easier to find.
- Write your list of 50 people.
- Send 10 personal messages.
- Book two tasters.
