The fitness industry beckons with excitement, vibrancy, and promising rewarding experiences for those passionate about health and wellness. Yet, amid the pulsating energy, a challenge exists – a high staff turnover that underscores the need for resilience and strategic navigation. In our exploration, we will unveil the key traits essential for a personal trainer's success and unravel the secrets to surviving and thriving in this dynamic domain. Additionally, we'll delve into practical tips to leave an indelible impression and extract the utmost value from your work experience.
Let’s discuss five key traits used to succeed in your role as a personal trainer.
After interviewing and surveying successful personal trainers, gym managers and facility owners on what traits are most important to be successful as a personal trainer. Evidently, the most necessary traits for success were considered to be the ‘soft’ (people) skills rather than the ‘hard’ (technical) skills. Here are the traits that were most commonly mentioned:
- Knowledge of exercise science and nutrition
Personal trainers should have a solid understanding of exercise physiology, anatomy, and nutrition. This knowledge allows them to create safe and effective workout and nutrition plans tailored to each client's needs. The fact that you are doing the Level 5 course should ensure this box is ticked for you. - Communication skills
Effective communication is essential for personal trainers. You need to listen to your client's goals, concerns, and preferences and then convey instructions and information clearly and motivating. Good communication fosters trust and helps clients stay motivated. - Empathy and patience
Empathy is crucial for understanding your clients' challenges, frustrations, and motivations. Patience is needed to support clients as they progress, even when they face setbacks. A personal trainer should support and adapt to different client needs and abilities. - Motivational and inspirational abilities
Successful personal trainers inspire and motivate their clients to reach their fitness goals. You should be able to encourage clients, celebrate their successes, and help them overcome obstacles. Your enthusiasm for fitness can be contagious. - Passion
This applies to any area of work, if you are passionate about what you do and can do the job competently, success will follow. It’s important to aim to get those fires alight in this job. Burnout can really impact trainers, which can have a negative effect on their passion. Ways to avoid burn-out include:- Have a realistic working schedule, and don’t deviate from it.
- Be realistic with the amount of contact hours you’re able to do. Personal training can be very emotionally draining.
- Have regular breaks over the year to recharge and refresh.
- Attend conferences and seminars to boost your mojo.
In addition to the five key traits, business and marketing skills are equally important for sucess if you plan to work as a self-employed personal trainer. Let’s look at these areas in a little more detail:
Marketing
Whether we like it or not, personal trainers are in the marketing and sales industries. If you run your own personal training business, marketing and sales are vital to success. These skills are transferrable within the industry (e.g. membership consultant, gym manager or facility owner). Let’s look at three common areas of marketing, social media, referrals and walk the gym floor, with some tips on utilising these marketing methods to maximise results.
Social media marketing
Social media plays a significant role in the success of a personal training business, offering a range of benefits that can positively impact both the business and its clients. Here are some key reasons why social media is important for a personal training business:
- Visibility and brand awareness
Social media platforms provide an opportunity to increase the visibility of your personal training business. Creating and sharing engaging content can raise awareness about your services, expertise, and unique approach to fitness. - Client engagement
Social media enables direct communication with current and potential clients. Engaging posts, comments, and messages help build a community around your brand. Regular interaction fosters a sense of connection, trust, and loyalty among your audience. - Showcasing expertise
Use social media to showcase your knowledge and expertise in the fitness industry. Sharing tips, insights, success stories, and educational content positions you as a credible authority, attracting clients who value your guidance. - Client testimonials and transformations
Personal training is results-driven. Social media is an excellent platform to share client testimonials, success stories, and before-and-after transformations. This social proof can be compelling for individuals seeking a personal trainer. - Marketing and promotion
Social media serves as a powerful marketing tool. You can promote special offers, discounts, or upcoming events to attract new clients. Paid advertising on platforms like Facebook and Instagram allows you to target specific demographics. - Networking and partnerships
Build relationships with other professionals in the fitness industry and related fields through social media. Networking can lead to collaborations, partnerships, and opportunities for cross-promotion, expanding your reach. - Educational content
Share valuable and educational content related to fitness, health, and wellness. This not only positions you as an expert but also provides value to your audience, increasing the likelihood of engagement and sharing. - Community building
Social media platforms allow you to create a community around your brand. Encourage clients to share their fitness journeys, interact with each other, and create a positive and supportive online environment. - Market research
Social media provides insights into your target audience's preferences, interests, and behaviours. Analysing these insights can help you tailor your services, content, and marketing strategies to meet your clients' needs better. - Adaptability and trends
Stay current with industry trends and adapt your approach accordingly. Social media provides a real-time window into what's popular and allows you to adjust your content and services to align with current interests and demands.
Click on the following headings to learn about some useful tips you can use for marketing your personal training business via social media platforms.
- Develop a professional website showcasing your expertise, services, and client testimonials.
- Set up profiles on major social media platforms like Instagram, Facebook, and Twitter.
- Think about your target market and use the platform they are most likely to use (e.g. if you were targeting clients 50+ you wouldn’t use TikTok as your primary platform).
- Use a consistent brand image, logo, and tone across all platforms.
- Share high-quality content, including workout videos, client success stories, and fitness tips.
- Try to use a good mix of entertainment, education and inspiration
- Respond promptly to comments and direct messages.
- Engage with your audience by asking questions, running polls, and encouraging user-generated content.
- Share visually appealing content, such as before-and-after photos, workout routines, and healthy recipes.
- Utilise Instagram Stories and Reels for interactive and dynamic content.
- A little about your own training is fine, but don’t overdo this. Your platform should be more about your clients than you.
- Consider targeted advertising on social media platforms to reach a broader audience.
- Utilise paid promotions strategically to promote specific services or events.
- Monitor the impact of these paid advertisements to see which ones are most fruitful.
Referrals
Many trainers rely too heavily on social media marketing. Yes, nowadays, it is important to have a strong online presence, however, it is important to consider other marketing methods. Client referrals are often considered one of the most effective forms of marketing for a personal trainer due to several compelling reasons:
- Trust and credibility
When a client refers someone to a personal trainer, it comes with a built-in level of trust. The recommendation is based on personal experience, and potential clients are more likely to trust the word of someone they know over traditional advertising. - Word-of-mouth impact
Personal recommendations have a powerful word-of-mouth effect. People tend to value the opinions and experiences of their friends, family, or colleagues, making referrals a strong influencer in the decision-making process. - Quality leads
Clients who are referred to a personal trainer often come with a genuine interest in the services offered. They are more likely to be motivated and committed, as the referral serves as a pre-screening process aligning the trainer with individuals serious about their fitness goals. - Cost-effective marketing
Unlike traditional advertising or paid marketing campaigns, client referrals are a cost-effective way to acquire new business. The marketing is essentially done by satisfied clients, reducing the need for extensive promotional expenditures. - Increased retention rates
Clients who come through referrals may be more likely to stay committed to their fitness journey. The personal connection established through the referral often contributes to a strong client-trainer relationship, leading to better client retention. - Networking opportunities
Referrals come from clients and can extend to their social circles, creating a network effect. As a personal trainer, this can lead to a steady stream of potential clients as your reputation grows within various communities. - Positive brand image
Successful client referrals contribute to a positive brand image for the personal trainer. It reflects the trainer's ability to deliver results, provide excellent service, and build a supportive fitness community. - Organic growth
Client referrals contribute to organic business growth. As satisfied clients refer others, the personal trainer's client base expands without the need for aggressive marketing efforts. - Long-term relationships
Referrals often result in long-term client-trainer relationships. Clients who come through referrals may be more likely to view the trainer as a trusted advisor, continuing their fitness journey with the same professional over an extended period.
Click on the following headings to learn about optimising your use of referrals in your personal training business.
- Ensure your current clients are satisfied and achieving their fitness goals.
- Happy clients are more likely to refer their friends and family.
- Implement a referral program offering incentives like merchandise for clients who refer new business (avoid using discounts as an incentive).
- Clearly communicate the benefits of the program to existing clients.
- Attend local fitness events, health fairs, or community gatherings to network with potential clients and professionals.
- Build relationships with local businesses for potential referral partnerships.
- Don't be afraid to ask satisfied clients for referrals.
- Request testimonials that can be shared on your website and social media.
- Personal trainer who is active in seeking referrals tend to build their business a lot faster than those who are more passive.
Walking the gym floor
If you work in a commercial gym, getting out on the gym floor and chatting with members is vital. This can be a tough thing to do, but if you think of it more as going around and having a chat and planting a seed (rather than a pushy hard sell), it can make it easier. Click on the following heading to view some tips for walking the gym floor.
- Be approachable and friendly while walking the gym floor.
- Offer quick tips or advice to those who seem receptive.
- Approach individuals who may be struggling or seem unsure about their workouts.
- Introduce yourself and offer assistance or a quick tip.
- Avoid telling the member that they ‘are doing it wrong’. Try to be more positive with corrections such as ‘Can I offer a tip to make this exercise even more effective?’
- Organise short workshops or express classes within the gym to showcase your expertise.
- This can attract attention and allow people to see your training style.
- Examples could include a 10-minute abs blast, short mobility sessions, etc.
- Be genuine with your interactions and show an interest in the member you are chatting to.
- Try to remember names and key information about all the members you chat with (perhaps have a notebook handy).
- Use these names and info as much as possible. Members love it if you’ve made the effort to remember their name and something about them. If/when it comes time for them to elicit the services of a personal trainer you’ll be at the forefront of their mind if you’ve done the work to connect with them.
Remember, consistency is key in marketing. If you put the hard yards in early with marketing, you’ll gain more leads and clients, leading to more referral opportunities and so on.
Sales
As well as having a clear marketing strategy with consistent implementation, it’s important to be able to ‘close’ a sale for a client. The goal of sales is to convert a lead to a paying client. Unfortunately, personal trainers often make notoriously poor salespeople. You should treat sales like any of the key development areas of upskilling.
Whilst we never want to come across as a smarmy used-car type salesperson, we need to understand some of the science of sales. Take a look at the following table for some useful tips in helping you seal the deal when it comes to personal training sales:
| Establish Trust and Rapport | Building a strong connection with potential clients is paramount. Listen actively, show genuine interest, and share your own experiences to create a foundation of trust. |
|---|---|
| Identify Client Emotional Driver | Understand the unique aspirations and challenges of each client. Using sales prompts like the 4Ws (as detailed in module 3) will help you tailor your approach to their goals and needs. |
| Highlight Expertise and Unique Selling Points | Clearly communicate your qualifications, certifications, and the unique benefits of your training program. What sets you apart from other trainers? Articulate this clearly to demonstrate your value. |
| Utilise Strategic Questioning | Instead of yes-or-no questions, employ alternate-choice questions to engage clients and encourage them to express their preferences. This helps gather valuable information and involves clients in the decision-making process. An example of this could be ‘Would you prefer the 45-minute sessions or the 1-hour sessions?’. |
| Demonstrate Results | Showcase success stories from your previous clients. Real-world examples of achievements can be powerful motivators and instil confidence in your abilities. |
| Offer Free Sessions or Consultations | Allow potential clients to experience a sample of your training or offer free consultations. This firsthand experience can be a compelling way to demonstrate your expertise and the benefits of your program. Often trainers only need to do this once starting out, once you’ve established a healthy training base you may not require you to give your services away for free. |
| Employ the Test Close Method | Encourage clients to visualise success by using hypothetical scenarios. This method gauges their readiness and commitment, providing insights into their decision-making process. |
| Be confident | Often trainers will be confident and forthright when it comes to exercise advice but come across coy and hesitant when it comes to the sales aspect. Be confident with your closing, you’re selling a service to a person that will greatly benefit their life |
By incorporating these key strategies into your personal training sales approach, it’ll help build a business that will not only serve your clients but create a healthy income stream.
Finances
Going into business can be quite daunting, alongside managing the business’ finances. New personal trainers can often struggle with managing the financial side of the business. Most personal trainers solely want to focus on designing programmes and training clients, but the fact of the matter is that if you work as an independent contractor, then managing your finances is a very important aspect of having your own business. Click on the following tips to help understand ways of effectively managing your finances
- Forecast how much income you need to financially support yourself (and possibly your loved ones). From there, it’ll give you an indication of what you need to do to hit your targets.
- Track your income and expenses regularly.
- Categorise your expenses (e.g., rent for gym space, entertainment, marketing, REPs, travel) and allocate specific amounts to each category.
- Open a separate bank account for your business to keep personal and business finances distinct. This will make it easier to track income and expenses for tax purposes.
- Familiarise yourself with the tax implications of being self-employed. Consider consulting with a tax professional to ensure you take advantage of all applicable deductions. It’s important to have a solid understanding of provisional tax, which you are required to pay after the first year of being in business.
- Set aside a percentage of your income for taxes, as you'll likely be responsible for paying taxes on your earnings. This can help you avoid a financial crunch when tax season arrives.
- Use clear and concise training agreements as soon as you start working with a client. Ensure they understand your payment policy, cancellation policies, and any other relevant financial details.
- Financial tools, such as Hnry, are a popular option for self-employed personal trainers. They assist with simplifying tax compliance, streamlining invoicing and payment processes, and provide insights into income and expenses. For a small expense it can takes away a lot of the stress involved in managing your business finances.
Remember, financial management is an ongoing process. Regularly reassess and adjust your financial strategies based on your business growth and changing circumstances.
The fitness industry has notoriously had a high turnover rate. This is especially true for personal trainers. The sad fact is that, more often than not, PTs drop out of the industry within a year. The first 12 months tend to be the dangerous period for PTs, it takes time and effort to build a successful client base, and many PTs throw in the towel when they don’t see immediate success.
Watch the following tutorial video on how to survive and thrive as a trainer in this competitive industry.
