Ever find yourself wondering how to stand out in the highly competitive world of fitness training? Struggling with how to sell yourself as a personal trainer?

I’ve spoken with hundreds of trainers over the years. Almost universally, everyone has said that the sales process is the toughest part of the job.

Regardless of how knowledgeable you are, if you can’t effectively communicate your value, building a thriving business will be a struggle.

The easiest way you can stand out from the competition is to dedicate yourself to becoming a better salesperson.

Here are some of my top tips to get you started.


Identify Your Unique Value Proposition

A Unique Value Proposition (UVP) is like your business’s special promise.

It’s a short and sweet explanation that tells people what’s great about your product or service, why it’s better than others out there, and how it can solve a problem they might have.

In the world of personal training, your UVP is what sets you apart from other trainers and grabs the attention of potential clients.

Take a moment to reflect on your own UVP.

Is it your specialized knowledge in a particular area? Your exceptional ability to motivate and inspire? Your personalized approach to each client?

Identifying and harnessing your UVP is the first step towards effectively selling yourself as a personal trainer.

But here’s the catch: You need to make sure it’s something your prospects actually need – something that can solve their problem. And you need to be able to deliver it consistently.

For example, let’s say that you’re a travel fitness guru teaching others how to get fit and stay fit while traveling.

Or you’re a professional bodybuilder specializing in helping men in the lightweight division achieve muscle hypertrophy.

Maybe you’re a post-rehabilitation expert who specializes in helping elderly clients reclaim their independence through training.

Whatever your specialty is, latch on to it and make sure people know you’re the guy or gal to go to for that specific thing.


Build Your Personal Brand

Once you’ve identified what makes you unique, build your personal brand around it.

Personal branding means developing an authentic image of yourself that people can relate to and trust – something that goes beyond just your name.

It means representing who you are, what you stand for, and what value you bring to your clients.

This will help you communicate with your potential clients in a distinctive and personalized manner.

The key here is to demonstrate your expertise and share your story in a way that resonates with your target audience.

Remember, you’re not just selling personal training here. You’re building a community of individuals who look at you as a trusted source of inspiration and growth.

Here are three ways to build your personal brand:

1. Define Your Core Values

Core values are the guiding principles that define an individual’s character, fuel their purpose, and shape their interactions with the world.

Uncover your core values and fuse them into your personal brand for an authentic connection with your audience.

For example, if compassion and empowerment matter to you, you could pitch yourself as someone who offers an encouraging and supportive training environment – one that is free from a loud and “in-your-face” space.

2. Identify Your Target Market

Get crystal clear on the type of clients you want to serve and shape your personal brand to speak directly to them.

For instance, if you specialize in helping skinny guys gain muscle, portray yourself as a person who understands the unique struggles and aspirations that come with being underweight. Maybe you were skinny once, then you learned what to do to pack on muscle mass. Now, you want to help other guys because you can relate to their struggle.

Empathy and relatability go a long way in terms of branding. People are always inclined to trust someone who has been in their shoes.

3. Showcase Your Skills and Expertise

Nobody can tell your story better than you.

Proudly share your accomplishments, milestones, or successful client stories on your platform.

If you’ve helped someone make a remarkable change in their life or achieve a significant goal, show it off!

These successes don’t just vouch for your skills but also give your potential clients a glimpse of what they could achieve with your help. Here are some ways that you can highlight your skills and expertise:

Share Success Stories: Sharing client success stories is a powerful way to demonstrate the results you can deliver. It offers potential clients a realistic picture of the transformation or improvements they can expect. But remember to respect your clients’ privacy; always obtain permission before sharing personal information or stories.

Use Testimonials: Testimonials from satisfied clients can have a huge impact on building trust with potential new clients. They serve as social proof of your expertise and the value you provide. Collect and share testimonials wherever you can, be it on your website, social media platforms, or promotional materials.

Showcase Certificates and Awards: If you have any professional certifications, awards, or recognitions related to your field, don’t hesitate to display them. This not only reinforces your qualifications but also indicates your commitment to personal growth and staying on top of your industry.

Highlight Key Metrics: If you can, quantify your accomplishments. For example, if you’ve helped a certain number of clients reach their fitness goals or if your clients have collectively lost a significant amount of weight under your guidance, share these metrics. Numbers can make your accomplishments more concrete and understandable.

Use Visuals: Before-and-after photos, charts showing progress over time, or videos demonstrating a client’s improved abilities can be highly effective. Visual proof of your work can be much more persuasive than just words.


Establish a Strong Online Presence

Going digital allows you to build your reputation, expand your reach to a larger audience, and build a connection with prospects well before you’ve met them.

This sense of familiarity and professionalism makes them far more inclined to buy your services.

It’s also the perfect place to highlight the skills and expertise mentioned above.

Done properly, establishing a compelling online presence can propel your client base and skyrocket your revenue.

Create a Website

The first step you should take is to create a professional website. There are a few key elements to focus on here.

Design: Aesthetics are crucial for your business website. This means high quality graphics, crisp copywriting, and no overcrowded pages.

Visibility: You want to make it easy for people to find you. Focus on SEO (Search Engine Optimization). I’d suggest hiring a copywriter who specializes in website copy unless you’re sure you know what you’re doing.

Blogging: Starting a fitness blog can help you appear more authoritative, increase traffic to your website, and potentially boost your sales.

Get on Social Media

An active social media presence can also help your business thrive.

It’s a cost-effective way to connect with a large audience, even on a small budget.

You get virtually unlimited reach, making it easy to engage with customers, receive real-time feedback, and involve your audience in your fitness content ideas.

Just make sure you choose the best social media for fitness – the platforms where your target market hangs out.


Client Testimonials and Referrals

Word-of-mouth marketing is the oldest form of advertising out there. It’s also one of the most trusted.

According to WebFX, 92% of consumers trust personal recommendations over advertised messages. [1]

And the best part?

It doesn’t require any direct investment. There are two powerful ways to utilize these personalized recommendations from current clients.


Reach out to satisfied clients, asking if they would be comfortable providing you with a testimonial that focuses on their personal journeys and achievements.

If they agree, I’d recommend making it as convenient as possible for clients to share their stories authentically. Offer them a structured template with thought-provoking questions about their fitness journey, goals, achievements, and struggles.

You can then take what they write or what they say in a video testimonial and place that on your website.

I’d also recommend expressing your gratitude with gestures like handwritten thank you cards or personalized certificates of achievement.

These things can go a long way in continuing to foster your relationship with your client while also encouraging them to refer someone to you.


Your clients’ friends are going to notice the progress they are making, and naturally, they are going to want to know their secret.

If you’ve fostered a positive relationship with your client, they won’t hesitate to sing your praises.

You can make this rewarding for both you and your clients.

Create a referral program for your clients, offering incentives such as discounts or free sessions based on the number of successful referrals made.

Naturally, be sure that your client has your information to pass along to their friends and colleagues. This is where a business card can come in handy.

And as before, show gratitude through simple gestures for each referral to promote that trainer-client relationship and courage further referrals.


Network and Build Relationships

Networking as a personal trainer means investing time into building new contacts and then nurturing these relationships.

If you want to grow professionally, this should be one of your top priorities.

By consistently exchanging knowledge and insights with like-minded people, including industry leaders, you’re setting yourself up for success.

Investing time and energy into networking will help you acquire new clients, brand advocates, referral partnerships, and colleagues. As a result, you’ll increase your visibility and credibility within the fitness industry.

Moreover, the connections you make can lead to invaluable opportunities such as speaking engagements, guest articles, or collaborations on projects that showcase your expertise.

We talked about establishing an online presence earlier. Now it’s time to leverage those platforms.

Use your website and social media pages to actively participate in relevant fitness communities and groups.

Foster meaningful conversations, provide insights, and offer support to establish yourself as a trusted and knowledgeable professional.

Use direct messaging and comment sections to initiate conversations and build rapport with people who are interested in your brand.

And try collaborating with influencers or industry colleagues. This’ll take your network and outreach to a whole new level.

Just remember to maintain these professional relationships. Continue to engage and collaborate with your network by responding to comments, messages, and emails promptly. Also, stay active on your website and social media pages. Post as regularly as possible.

And try to be authentic and genuine throughout the process.


Never Stop Learning

The fitness industry is constantly evolving, and at a rapid rate.

And while this does keep things exciting, it also means you need to continue your education to stay up to date with the latest developments.

Attend conferences, take specialized courses, and converse with industry leaders. Be willing to do what others won’t and you’ll always remain ahead of the curve.

The last thing you want is for your training knowledge to be outdated.

Continue to build your expertise and translate the skills you acquire into your clients’ training regimens.

And lastly, market, market, market!

Showcase the qualifications you acquire on your all your marketing materials. Update your website and social media platforms. Make sure everything is clear and visible.

Now’s not the time to be shy. It’s all about building trust and credibility.


Need More Help with How to Sell Yourself as a Personal Trainer?

Despite all of these personal training sales techniques, what’s most important is that you need to believe in what you are selling.

Only then can you convince others to believe in you too and make a purchase.

With a little effort, you can easily boost your sales and scale your business.

But this process does require planning and careful execution. So, if you’re serious about boosting your sales as a personal trainer, and have any questions along the way, let’s get in touch!

As a NASM-certified personal trainer with over two decades of industry experience, I can help you out.

Schedule a roadmapping call with me and let’s get you on the path to crushing your sales goals this year!



  1. Johansen, Kayla. “51 Need-To-Know Word-Of-Mouth Marketing Statistics for 2023.” WebFX, 26 Sept. 2023, www.webfx.com/blog/marketing/word-of-mouth-marketing-statistics/.

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