How to Increase Clients and Revenue For Your Personal Training Business

The question on most business owners’ minds:

How do I get more clients for my business?

In this post, we’ll be going through some of the ways a personal training business can grow and increase revenue.

If you want to run and grow a personal training business, there are a few different proven approaches. For this article, we’ll focus on strategies for businesses that are already up and running.

Whether you’ve taken the entrepreneurial route and started a thriving fitness business, or you’re working for someone else, these strategies will help you find new clients, and increase client retention and revenue.

Let’s get started.

1. Niche down: focus on your target market
You might think that you’ll gain fewer clients if you niche down. But that’s not the case. Niching down means that you will focus on a super-targeted audience. It’s away from the generic training some people offer.

For example, if your strength is providing fitness training for elderly people, it’s what you should focus on. It means that your target audience is old people. You have no business attending to younger people.

With this, you’ll be the go-to person for the type of services and authority in your chosen path. It’ll also be easy for people who need your services to find you.

2. Request referrals
You might be wondering:

Why is requesting referrals so important?

It isn’t rocket science, it is because they trust the recommendations of people who have tried out these products and services and can attest to their effectiveness.

As a personal trainer, ensure you provide top-notch services for your clients. Then, ask them to kindly refer their family members and friends to your business.

If you’re still unsure about how to present your case, you can use this format:

“Hello (name), I’d appreciate it if you can refer my outfit to your friends and put in a word or two for me. It’ll mean a lot to me.”

You can give your clients a brochure or business card to give to people. If you have a client email list, consider sending your referral request that way—maybe even include an incentive for clients whose referrals sign up as new clients.

Some businesses are even able to thrive on referrals alone.

3. Build your network
For every event you attend, take advantage of them by meeting new people and telling them what you do. All you have to do is to impress and win them over. Share your business cards too. Just make sure your business lingers in their memories.

Your personal training business deserves to grow. It’ll only grow when you increase your clients and revenue. Act now and see how rewarding these strategies are.
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4. Set up a mobile-optimized website
To for brand visibility and to build brand awareness, set up a simple, mobile-optimized website with all the key information current and prospective customers need—especially on the go. Contact information is a bare necessity. You might consider integrating an option to sign up for a personal training session, or at least a form to request a session.

Don’t rely on Facebook or Instagram as your primary web-based presence. For one, as a business owner, you simply have less control over your brand and your content when you build that presence on a social media platform exclusively. What if the platform disappeared tomorrow? Would you lose all your client information?

Set up a simple site—it doesn’t need 100 pages. Just make sure the most important things are easy to locate.

If there’s information you’d share with every single client about what to expect in a personal training session, include that in an FAQ section.

Think about whether you want to include pricing information. Weigh the pros and cons of possible sticker shock, and think about ways to explain not just what a personal training session includes, but the value your clients get in return for an investment in their health.

Set up your Google MyBusiness profile and read up on how to optimize for local SEO—you want to be the first result in Google search when people search for phrases like “personal training in (city).”

Consider adding a blog to your site—it can be a great way to keep clients engaged, and give prospective clients more information about you and your personal training style, and results your customers are able to achieve. Plus, blog articles, if you publish regularly, can be great content for an email newsletter that keeps you top of mind for your customers.

Think about whether your business needs a mobile app. Not every business does, but at the very least, make sure your site is mobile-friendly. You can be penalized in Google search results if your site isn’t mobile-friendly (which means you’re less visible), and it’s really likely that your on-the-go target audience is checking out your site from their phones. An app might be especially helpful if it’s a way for clients to set personal goals for themselves and track their progress, for example.

How Starting a Podcast Can Benefit Small Businesses

Over the past 10 years, podcasts have skyrocketed into public awareness. And that rocket has picked up speed with each new celebrity-/entrepreneur-hosted show. The likes of Tim Ferriss, Joe Rogan, and Ben Shapiro have each grown their following because of successful podcasts.

Even people who don’t usually interact with digital media have heard of shows like This American Life, Serial, and Planet Money. There’s a show for every niche because there are always audiences waiting for content that aligns with their interests.

It’s clear that podcasting is here to stay. And as someone looking to start and grow a company, you can use a podcast to establish your brand, make important connections, and grow your audience.

Even better, podcasts appeal to a huge pool of customers who might just be more accessible than you’d expect.

Join The Conversation
You already know that social media is an effective way to interact with customers and build a personality for your brand. There’s already a conversation about your company, and a podcast provides another way to influence — or even inspire — that conversation.

By associating a name and a voice with a show, you are building a “face-to-face” relationship with listeners. (As a byproduct, being open and honest on a podcast can make you seem like a passionate professional in your field rather than a corporate spokesperson.)

It’s also an easy way to create new brand pieces. Whether that’s creating a podcast logo or finding the perfect background music, your show can be a way to add new layers to your company brand.

But the biggest byproduct of a podcast is that it establishes a new way to interact with customers. You can start new social media accounts dedicated to the show. And those could provide extra content, drive traffic to your company’s primary channels, or both.

You can also provide new resources for your customers. A podcast leverages a new platform, and that creates opportunities that might not be possible through a blog or newsletter.

Maybe you’ll organize interviews with other entrepreneurs, or chat with successful personalities from your industry. Maybe you’ll plan for special Q&A episodes to dive into customer questions. Or maybe you’ll discuss new trends in your industry and how they affect your business.

Either way, a podcast creates a long-form dialogue between you and your customers. And it puts you in a position to steer that conversation, or even start new conversations that could overflow into other channels.

Find Your Inspiration
Maybe the best example is the show “StartUp.” This podcast gave an autobiographical look at the creation of a company from start to finish. Host Alex Blumberg gave his listeners a seemingly uncensored look at the whole process, including his mistakes and oversights.

Blumberg didn’t just invite people along on his journey — he gave them an honest look at his personal life and his professional goals. Because of that, he built a dedicated following and established a customer base before his company secured investors or office space.

In a way, finding out how you can provide that same sort of insight is the most exciting aspect of starting a podcast. You can create lasting, authentic connections with people, and those people can become fans or even advocates for your business.

Grow Your Business With the Right Mix of Strategy and Culture

There is much debate as to whether Peter Drucker actually said to Mark Fields, then CEO of Ford Motor Company in March 2000.

Regardless, the quote is used extensively these days to emphasize the importance of how a company operates over the why.

Yet it’s not an entirely accurate statement, because without a clear strategy—a plan that outlines the why and the what an organization wishes to achieve, it’s almost impossible the define the how that’s required to deliver it.

Overemphasizing culture alone is pointless; if founders and leaders aren’t guiding business growth with a series of stretch but SMART goals—measurable milestones, there won’t be a business culture to manage.

Both culture and strategy are equally important, require equal amounts of time and development, and you should continually invest in them to ensure your business is successful.

The issue that I see most often is an over-investment in trying to craft the perfect strategy, while under-investing in building a culture that’s committed to getting the job done. It’s a situation that causes confusion, stress, and it becomes an excuse for productivity and performance issues.

The perfect strategy doesn’t exist, so keep it lean
Organizations used to write 10-year strategic business plans, which might seem crazy in today’s ever-changing technology dominated landscape, but honestly, it was crazy then too.

They were almost always out of date within nine months, and the six months that had been spent on creating them was largely—and frustratingly—irrelevant. In today’s ever-changing world, it’s three years at the most, but if you’re not continuously reviewing your plan against your progress so you can respond to changes and opportunities, you’re not getting the full benefit of the strategic planning process.

In my view, a good strategy—a lean business plan—should set a direct and achievable marker for the year(s) ahead, with specific milestones to check progress. It should light a spark in people, and set the organization apart, regardless of business sector or industry.

Your strategic lean plan should be simple, straight-forward, and be grounded in honesty and reality. It should not be focused on short-term fixes or unachievable projects, but instead on medium to long term investments with an element of risk, that evolve the organization into something better and more resilient than before.

A critical part of building a strategy that works is reviewing it regularly—compare your forecasts and plans against what’s actually happening. Take a hard look at emerging threats and opportunities (try doing a SWOT analysis) that might require you to make nimble changes quickly.

It’s simply not possible to build a perfect strategy, but it is possible to build an unrealistic one. Without realism, there’s no passion. Without passion, there’s no action.

Tips for Better Cash Flow for Your Business

Businesses that are cash flow negative—i.e., those that pay more money out than they bring in—are at serious risk. Without positive cash flow, or real cash flowing into your business regularly, you’re at risk for cash flow problems. Keep in mind that cash and profits aren’t the same thing. So, if you’re doing a ton of business, but your customers are slow to pay on their invoices, you might still have cash flow problems.

The good news is that if your business is having trouble with cash flow, there are a number of things you can do to take control.

If you’re having trouble managing your cash flow, or if you’d just like to try and figure out how to improve it, consider these tips for better cash flow.

1. Know when to lease and know when to buy
Virtually all businesses need equipment, facilities, and property to operate; whether they should buy or lease those items is another question.

If your business is strapped for cash, you might want to consider leasing equipment and renting retail or office space rather than buying it outright. In addition to getting access to the materials and spaces your organization needs to be successful when you choose to lease those items, you won’t have to tie up significant chunks of your capital. In other words, your business will be better positioned to respond to new opportunities and address unforeseen challenges.

Once you’ve solved your cash flow problems, it might be time to look into whether more long-term arrangements, like buying office space, makes sense. Owning your property means your business will essentially be paying rent directly to you (or more specifically, your LLC)—and there are also tax benefits to take into account, too.

2. Make it a habit to shop around for better prices
How confident are you that you’re getting the best deals on your supplies, systems, and utilities?

While it’s probably counterproductive to shop around for new suppliers every other day, it might be worth reassessing your operations on a regular basis—whether that’s monthly, quarterly or even yearly will depend on the scope of your business.

In today’s competitive and connected marketplace, there certainly isn’t a shortage of businesses vying for your company’s dollars. But remember: it’s important not to pick new suppliers based on price alone. After all, if shipments don’t arrive on time or cloud computing assets aren’t always available, your business could very well take a hit.

So when shopping around for new suppliers, certainly look at the price—that’s how you’ll solve your cash flow problems. But be sure to consider a potential new vendor’s track record, too, before making a decision.