The fitness industry is booming, but let’s face it—even the most qualified personal trainers struggle with the same challenge: getting clients through the door. 

And, no matter how amazing your workout programs are or how transformative your coaching style is, without clients, you’re just a trainer with potential. 🥲

But don’t worry! Client acquisition doesn’t have to be a constant uphill battle. Whether you’re just starting out or looking to grow your existing fitness business, there are proven strategies that can help you attract and retain the right clients for your personal training business.

Ready to fill up your schedule with eager fitness enthusiasts who can’t wait to train with you? Let’s dive into our favorite client acquisition strategies that actually work! 💪

 

How to Get Clients for Your New PT Business in 15 Easy Steps

#1: Define your ideal client

First, before you can attract clients, you need to know exactly who you’re looking for. Creating a detailed customer persona helps you tailor your marketing efforts and services to meet their specific needs.

So, ask yourself questions like:

• What age group are you targeting?
• What are their fitness goals? (Weight loss, muscle gain, improved athletic performance, etc.)
• What are their pain points and challenges?
• What’s their lifestyle like?
• What’s their income level and willingness to invest in fitness?

The more specific you can be, the better! Remember, you can’t be everything to everyone—and that’s okay! Niching down makes your marketing more effective and helps you stand out in a crowded market.

⚡️ Pro tip: Create 2-3 detailed client personas complete with names. Include backgrounds, and specific fitness goals. Then reference these personas when creating content or designing service packages to ensure you’re always speaking directly to your ideal clients.

#2: Build a strong personal brand

Next, your personal brand is what sets you apart from every other trainer out there. It’s the unique combination of your personality, expertise, values, and training style.

And, developing a strong personal brand starts with identifying your unique selling proposition (USP).

What makes your approach to fitness different? Maybe you specialize in post-pregnancy fitness, or perhaps you’ve mastered the art of helping busy professionals fit workouts into packed schedules. Your USP should highlight what makes working with you a different experience than working with any other trainer.

Then, create a consistent visual identity across all your materials. This includes your logo, color palette, fonts, and overall aesthetic. Consistency helps potential clients recognize your brand instantly. Whether they’re seeing your Instagram post, visiting your website, or receiving an email from you.

Don’t be scared to share why you became a trainer in the first place! Was it a personal transformation? A lifelong passion? A desire to help others overcome the same struggles you faced? Weaving this narrative into your marketing helps clients see the person behind the business.

Your brand should be authentic to who you are—clients can spot inauthenticity from a mile away. When your brand truly reflects your personality and values, you’ll naturally attract clients who resonate with your approach.

#3: Create an engaging online presence

Now, your online presence is often the first impression potential clients have of you. A strong digital footprint helps establish credibility and makes it easier for prospects to find you.

Start with these essential online platforms:

• Professional website: This serves as your digital home base where potential clients can learn about your services, philosophy, and success stories at any time of day.
  
• Google business profile: Essential for local visibility, this helps you appear in local searches and map results when nearby fitness enthusiasts search for personal trainers.
• Instagram business account: This visual platform is perfect for showcasing your expertise through workout videos, client transformations, and behind-the-scenes content that builds trust.
• Facebook business page: Still valuable for community building, event promotion, and targeting the 40+ demographic who might be less active on other platforms.
• LinkedIn profile: Connects you with corporate wellness opportunities and professional networks, opening doors to higher-paying B2B partnerships.

Make sure your online presence consistently reflects your brand identity across all platforms. Use high-quality photos, share valuable content, and make it easy for potential clients to contact you.

📝 Check Out: How to Generate Sales Leads For Your Fitness Business

#4: Optimize your website for lead generation

Your website should be more than just an online brochure—it should be actively working to convert visitors into leads and clients! Here’s how to optimize your site for lead generation:

• Include clear calls-to-action (CTAs) on every page that prompt visitors to take the next step, whether that’s booking a consultation, signing up for a free session, or downloading a fitness guide.
• Create lead magnets like free workout plans, nutrition guides, or fitness assessments that visitors can download in exchange for their contact information.
• Make your contact information prominent and offer multiple ways for potential clients to reach you—phone, email, contact form, and even messaging through social platforms.

⚡️ Pro tip: Add a pop-up or banner offering a free fitness consultation or trial session. Make sure it appears after a visitor has spent at least 30 seconds on your site (not immediately) to avoid being intrusive.

#5: Leverage social media marketing

Social media is one of the most powerful tools for personal trainers to showcase their expertise and connect with potential clients. 

First, create a content calendar to ensure you’re posting consistently. Mix up your content between:

 

Educational posts (form tips, nutrition advice and recipes, sample workouts)

Inspirational content (client transformations, motivational quotes)

Behind-the-scenes glimpses of your training style, a day in your life as a trainer

Personal stories that humanize your brand (why you became a trainer, challenges you’ve overcome)

Use relevant hashtags to expand your reach and engage with local fitness communities by commenting on and sharing their content.

Instagram Reels and TikTok videos are particularly effective for fitness content—short-form videos demonstrating exercises or sharing quick tips can help you reach a wider audience.

📝 Free Resource: The Ultimate Guide to TikTok for Fitness Professionals

#6: Use local SEO to attract nearby clients

Most personal training clients prefer working with someone in their local area, even if you offer online training. That’s why local SEO (Search Engine Optimization) is crucial for attracting nearby clients.

To improve your local SEO:

• Claim and optimize your Google Business Profile
• Include location-specific keywords in your website content (e.g. “Personal Trainer Serving Vancouver, British Columbia”)
• Encourage happy clients to leave Google reviews—social proof is gold!
• Create and post location-specific blog content (like “Best Running Trails in [Your City]”)

When someone searches for “personal trainer near me” or “personal trainer in [your city],” these strategies will help your business appear higher in the search results.

📝 Check Out: 10 Benefits of SEO for a Fitness Business

#7: Offer free sessions or limited-time discounts

One of the biggest barriers to signing up with a personal trainer is uncertainty about the experience and results. Free sessions or trial packages help potential clients experience your training style firsthand!

Consider offering a free 30-minute consultation and mini-workout or a discounted introductory package (e.g. 3 sessions at 50% off). The pièce de résistance? A money-back guarantee encourages new clients to test-drive your services without the perceived risk.

Once clients experience the value you provide and start seeing results, they’re much more likely to commit to a longer-term package. 🙌

⚡️ Pro tip:  When offering free or discounted sessions, make sure they’re the same quality as your regular sessions. This is your chance to wow potential clients and demonstrate your full value—don’t hold back!

#8: Network with local businesses and gyms

Strategic partnerships with complementary businesses can be a goldmine for new clients. Look for businesses that share your target audience but aren’t direct competitors.

Here are some ideas for possible referral partners to spark inspiration:

• Physiotherapists
• Chiropractors
• Massage therapists
• Sports medicine doctors
• Nutritionists and dietitians
• Mental health professionals
• Yoga or Pilates studios
• Health food stores and smoothie shops
• Activewear boutiques
• Corporate wellness programs
• Local sports teams or clubs

These partnerships could involve cross-promotion, referral arrangements, or even co-hosting events! For example, you might offer a free workshop at a local health food store, with the store promoting the event to their customers.

📝 Free Resource: 3 Reasons You Should Inject Networking Into Your Marketing Mix

#9: Develop a referral program

Your existing clients are one of your best sources of new business. A well-structured referral program incentivizes them to spread the word about your services. 👏

To create an effective referral program, first offer rewards that are valuable to your clients—like free sessions, discounts, or fitness accessories. 

Next, make it easy for clients to refer their friends and family. Provide referral cards, email templates, shareable social media content, etc. Consider rewarding both the referrer and the new client for an extra sweet incentive!

Finally, thank clients personally when they make referrals, even if they don’t convert. 🙂

Remember, delivering exceptional service makes clients naturally want to recommend you to others. No referral program can compensate for a subpar training experience!

📝 Check Out: 4 Ways to Start a Client Referral and Rewards Program

#10: Utilize email marketing to nurture leads

Email marketing allows you to stay connected with potential clients who aren’t ready to commit yet, as well as keeping current clients engaged.

Start building your email list by:

👉 Offering valuable lead magnets on your website

👉 Collecting email addresses at in-person events

👉 Adding an email signup option to your social media profiles

Then, send regular newsletters with valuable content like workout tips, success stories, nutritional information, and exclusive offers. Personalize your emails as much as possible, segmenting your list based on interests and engagement level.

⚡️ Pro tip: Set up an automated email sequence for new subscribers that introduces them to your services over time. Instead of immediately pushing for a sale. Education-based marketing builds trust and positions you as an expert. 

#11: Partner with influencers or fitness communities

 

Local influencers or community leaders can help expand your reach and lend credibility to your services. You don’t need celebrity endorsements—micro-influencers with engaged, relevant audiences can be even more effective!

Look for influencers who:

•  Share your target audience
• Align with your brand values
•  Have an authentic, engaged following (even if it’s smaller)

Partnerships might include sponsored content, guest appearances on their platforms, or collaborative events. Always prioritize authentic relationships over transactional ones.

⚡️ Pro tip: Before approaching influencers, engage with their content genuinely for several weeks. Comment thoughtfully and share their posts to establish a relationship before proposing a partnership.

#12: Attend health and wellness events

Local health fairs, fitness expos, and community wellness events are excellent opportunities to connect with potential clients face-to-face. These in-person connections often convert at a much higher rate than digital outreach! 🤝

If you plan on having a booth, make sure you have an eye-catching display and branded materials ready to distribute. Offering a simple fitness assessment or challenge is a fun way to engage attendees. Don’t forget about building your email list. For example, collect contact info through a giveaway or special offer!

The personal connection you make at these events can be much more powerful than digital marketing alone. Your enthusiasm and expertise shine through when you’re talking directly with potential clients!

📝 Free Resource: The Top 15 Must-Attend Wellness Conferences for 2025

#13: Implement paid advertising strategies

Once you’ve established your organic marketing channels, paid advertising can help accelerate your client acquisition. Focus on platforms where your ideal clients spend their time. 

Facebook and Instagram ads targeting specific demographics and interests. These platforms offer incredible targeting capabilities to reach your exact dream client!

Google Ads for capturing high-intent searches like “personal trainer near me.” When someone is actively searching for your services, they’re already interested in buying!

Local print advertising in community magazines or newspapers. Yes, print still works for local businesses, especially those targeting demographics who still read physical publications.

Retargeting ads that follow up with people who’ve visited your website. These “second chance” ads often convert at 3-5x the rate of initial advertisements!

Start with a small budget to test different approaches. Then scale up what’s working while cutting what isn’t.

#14: Focus on client retention and word-of-mouth growth

Acquiring new clients is important, but retaining existing ones is even more valuable. Satisfied, long-term clients not only provide consistent revenue but also become ambassadors for your business. 🙌

To improve client retention:

•  Track and celebrate client progress regularly
• Check in between sessions to provide support and accountability
• Personalize the training experience based on individual goals and preferences
• Continuously educate yourself to bring fresh ideas to your sessions
• Show genuine interest in your clients as people, not just as sources of income

Remember that your existing clients are your best marketing tool. Their results and enthusiasm for your services will naturally lead to referrals.

⚡️ Pro tip: Create a simple client journey map outlining all touchpoints from onboarding through milestone achievements. This ensures you’re consistently delivering an exceptional experience that clients can’t help but talk about!

#15: Continuously improve your sales and communication skills

Even the best marketing strategies won’t convert clients if you can’t effectively communicate your value when opportunity knocks. Sales isn’t about being pushy. It’s about clearly articulating how your services can solve prospects’ problems. 

Work on developing: 

• Active listening skills to understand prospects’ true needs. Sometimes what clients say they want isn’t what they actually need!
• Clear explanations of your programs and their benefits. Focus on outcomes, not features—clients care about results more than the specific methods.
• Confidence in discussing pricing and overcoming objections. Practice your responses to common concerns like “It’s too expensive” or “I need to think about it.”
• Follow-up systems to stay connected with interested prospects. Most sales happen after 5+ touchpoints, not on the first interaction!

⚡️ Pro tip: Record yourself doing a mock consultation or sales call. Then listen back to identify areas for improvement. Pay attention to how well you listen. And to how clearly you communicate value, and whether you sound confident in your services.

📝 Check Out: Business Courses for Personal Trainers: Build, Scale, and Succeed

Level Up Your Personal Training Business with ABC Trainerize Academy 🚀

Finally, getting clients is just one piece of the puzzle. Want to fast-track your success across all aspects of your personal training career? The ABC Trainerize Academy is your ultimate resource.

Learn from industry and product experts through practical courses that cover everything from launching your business to mastering the ABC Trainerize platform. With our courses, you get multiple perspectives from people who’ve built successful PT businesses before. Saving you years of trial and error and costly mistakes!

Whether you’re just starting out or looking to scale your existing fitness business, our comprehensive curriculum provides the exact frameworks, templates, and strategies you need to succeed. 💪

Ready to transform your personal training business? Explore our courses today!