PFP Magazine December 2013
By Tammy Polenz
Market awareness is the only way a trainer can stay in business. Many fitness professionals tend to rely solely on client referrals or club promotions. Unfortunately, this can limit you from growing your client base and ultimately your success. In order to be fruitful in the long-term, you will need to take matters into your own hands. Some simple approaches to marketing include flyers, web awareness and networking.
The easiest first step to gaining clients is by passing out flyers. They key is creating an effective flyer by making it eye-catching, while keeping it short and sweet. Try using colored paper or adding a colored picture of yourself and one that depicts personal training or another service you offer. This gives the potential client an idea of who you are and what you do in a few short seconds. People have limited time, use bullet points instead of lengthy text. Don't forget to sweeten it by offering a promotion, like 25-50% off their first package. Motivate a call to immediate action by putting an expiration date on your promotion. Lastly, distribute flyers in key places. Choose local high-volume places like coffee shops, hair salons, libraries, bars, restaurants and vitamin stores. Keep your flyers stocked, because stocked flyers means continued marketing even when you are not around.
The internet is also a great place that continually promotes your for little to no cost. Find free wellness, trainer and business directories and add your profile. Update your information on your current certifying agency sites. Look into building a website. There are great resources available that make building a website as easy as creating a Word document. Start a public Facebook page and promote monthly, weekly or daily deals for your services.
The power of networking is regularly overlooked in the fitness profession. Instead of viewing other trainers as your competition, view them as your allies. If a colleague has a client moving into your area they can encourage them to continue their fitness program by working with you. Use sites like LinkedIn to grow your professional network. Join a networking group to find more like-minded professionals, so that you can learn about proven ways to grow your client base. Just meeting more professionals can present increased sales opportunities, because your name is reaching a larger audience.
“Marketing yourself does not have to be an expensive or grueling initiative.”
Marketing yourself does not have be an expensive or grueling initiative. All you need to do is implement a few simple tactics in order to maximize your time and revenue-making opportunities.
About the Author
Tammy Polenz, CPT, has been actively involved in the fitness industry since 1991 as a personal trainer, club manager, corporate wellness consultant, and gym owner and designer. She is the author of Think Fit 2 Be Fit, founder of Vedas Fitness in Cleveland, and has been featured in numerous fitness magazines and media.