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Common Marketing Mistakes Personal Trainers Tend to Make

In the age of social media, digital marketing, and a booming fitness and health industry, certified personal trainers (CPTs) need to stay up to date on their marketing strategies. Not doing so will not only cost you business but will affect your public persona and perception as well.

It’s easy to fall into the trap of thinking that your marketing strategy is fine as it is, and your work will speak for itself. While it’s true that the quality of your services is what matters the most, it’s also important to remember that you still need to put in the effort.

 

Here are some common mistakes that personal trainers make when it comes to their marketing content and strategy, and you should be careful to avoid them:

Setting the bar too high and becoming unrelatable

While you might think it’s inspirational to post workout videos, ‘clean’ meals and expensive, extensive grocery lists, waking up at 5 am to go run or workout, other people may not agree. It’s one thing to look toward your favorite trainer for motivation, but if you’re only projecting an image of perfection, it might be highly unrelatable by being unattainable to the ordinary person.

After all, you do this for a living, and it’s your job to stay fit, healthy, and practice what you preach, but for other people, be it, stay-at-home moms or college students, their routines may not be adaptable for that lifestyle.

In short, the best thing you can do is stay relatable.

Not having a regular posting schedule for content

You’re damaging your online presence by not planning and having a posting schedule. You need to plan your social media and general marketing content ahead of time, building a cohesive sequence of what goes on, when, and how.

Space out and diversify the kind of content you share, including whatever your personal preferences are, from motivational quotes to workout tips and advice to promotional content. Everything must be well-thought-out and balanced because you’ll have a poorly organized feed with random, repetitive content without that.

Additionally, be sure to post consistently and follow a regular schedule. This is necessary for engagement, showing you’re active and indicating that your business profile can be used to reach out to you.

Don’t go weeks or months without posting and expect engagement and responses. This applies to all marketing content, including emails, web content, promotional messages, etc. Consistency is key, and a CPT should know that!

Mundane, repetitive content that doesn’t do much

Beyond just posting consistently and following a schedule, however, you should also work on mixing up the type of content you share. The same motivational videos and quotes can only get you so far.

It’s definitely challenging and an added layer of work to manage, but as a CPT, you need to provide value to your clients through your marketing strategy. Make a combination of text, images, video, and audio content, and continue to diversify your web presence.

You can do this through the aforementioned point regarding planning content, which allows you to curate and create meaningful material rather than just self-promotion and images and videos of yourself.

It’s true that while you are the main service provider, there’s got to be more to your profile than gym selfies and videos. It should be engaging, interactive, and inviting.

Ask questions, get to know your audience, understand what your potential clients are looking for, and think of how you can make your feed more organic. Testimonials, snippets of training sessions, educational information are all excellent options.

Excessively posting sponsored content and material

Another mistake that a lot of fitness experts are often guilty of making is posting excessive sponsored content. Yes, it’s great for your credibility and income to have sponsorships and paid content, but posting too much of that can be off-putting to audiences.

It can make it harder to trust in your abilities and your expertise if you’re continually promoting products, whether they’re skinny teas or supplements or even gym wear. However, as long as it’s spaced out and cushioned by more organic material or other forms of content, you should be good to go.

In addition to that, focus on building your SEO presence and optimizing your existing content for more relevance. Build a website, develop content for that, make your work more accessible and watch that work wonders over typical PPC advertising.

Pricing yourself far below market rates (it’s not a good thing)

You might think that selling your services lower than the average market rate will help you attract more clients, but that works against you. The more you devalue your work, the more people are skeptical.

After all, why would a skilled, qualified CPT charge significantly lower rates than their competitors unless something was wrong? You can, however, use promotional offers and seasonal discounts to build a sense of urgency, but never sell yourself or your services short.

Not targeting the right audience or focusing only on new clients

Don’t be that trainer who’s so focused on attracting new clients that they forget to value their current ones. It’s cheaper and more profitable to retain old clients than constantly bring in new ones, and as a CPT, you should know who to target and how. Find your niche, address that, and attract faces while also highlighting your current clients’ progress and achievements. Their stories, testimonials, reviews, and recommendations are what can make or break your practice

As a personal trainer, you are running a business at the end of the day. Whether you’re selling services independently, as part of a gym or facility, or in affiliation with other programs, you need to have a solid marketing strategy that drives results.

You can also upgrade your marketing strategy with the help of our fitness trainer programs, including marketing and business content. Get in touch with us to register to become a certified personal trainer or upgrade your current education and training!

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Key Recommendations to Improve Your Relationships with Your Clients

A trainer-client relationship is one of the most important professional relationships you’ll ever develop in your career as a fitness professional. It’s one built on a foundation of trust, mutual respect, and support and needs to be treated as such. As a trainer, you must ensure that your clients trust you and believe in you to help them achieve their health and wellness goals, rather than fearing you.

They should be able to express their concerns and vulnerabilities, knowing that you will be able to help them, and that’s only achievable if you actively work on being approachable and trustworthy.

Here are some great tips on how to improve your relationship with your fitness clients:

Maintain a professional attitude and demeanor

To make a good impression on your clients, you don’t need to have the latest trainers or fancy clothes. There are a few basic tenets of professionalism that can start you off on the right foot; being punctual, honoring commitments, staying pleasant, and being honest are often more than enough. It’s important for trainers to maintain a professional attitude when dealing with clients because it helps them see you as their coach and as someone who is trained in their field and equipped to help them.

Communicate clearly, communicate often

Communicating with your clients is very important. Not just sharing basic need-to-know details like timings and schedules but communicating words of encouragement, approval, recommendations, and even off-day workouts. It helps to show your clients that you’re involved, following up with their progress, and offering them support, advice and feedback even beyond the gym floor.

This also applies to regularly communicating their progress and walking them through their performance, improvements in their form, stats, or general indicators. It’s a great way to build rapport for healthy communication.

Empathize and put yourself in their position

Often trainers forget the importance of empathy. Yes, you’re there to push your clients to do better, work harder, and perform more steadily, testing their limits along the way, but you shouldn’t overlook their struggles either. Put yourself in their shoes for a moment and envision how they feel being yelled at by a trainer on the gym floor–name-calling, body-shaming, mocking, terrorizing are some of the worst practices any trainer can adopt, and you should work to steer clear of them.

Maybe you were genetically blessed and came out of the womb with a six-pack, but maybe you were also heavily bullied for your appearance once upon a time. No matter what the case may be, you should always remember that your client is a person with feelings and emotions before anything else.

Be specific to their needs but remain flexible

Learn to adapt your training style and schedule to your clients’ needs, goals, and requirements. Rather than taking a cookie-cutter generic approach to training, see how you can help your clients achieve their specific fitness, health, and wellness goals through your services, providing them with the tools, knowledge, and expertise that they need.

You might have a trajectory in mind for them, but injuries, accidents, fatigue, physical and mental limitations can all get in the way and how you respond to them as a trainer is what sets you apart. The more adaptive you are while still doing your job, the more your clients respect you.

Set goals for the long run to show commitment

Goal-setting should be a two-way street as you and your client mutually set goals for your training sessions. Where do they see themselves in 3, 6, or 12 months? How do you plan to help them achieve those goals? It’s important to set aside your assumptions and let them take the lead on these goals, sometimes. As a trainer, you might feel like you can tell exactly what your client needs, and while you might be right, you should also work on negotiating with them and meeting them halfway. Remember that not everyone will have the same fitness and exercise goals, and that’s okay, but as long as you’re thinking of both long and short-term goals that are achievable, you’re showing them that you’re with them for the long haul.

Get to know your client on a slightly deeper level

Lastly, you should learn to be your client’s friend. This doesn’t mean you cross professional boundaries and become besties with them, but rather, you hear them out, let them open up to you, and be honest about their fears, challenges, and insecurities, supporting them in more ways than one. A trainer is so much more than just your gym instructor, it’s someone who sees you at your worst, and you’d want that person to treat you as an equal. It also allows you to be vulnerable and open about your own struggles, helping them feel less alone.

 

As a fitness trainer, your role goes beyond the gym or classes; what you say and do can often impact your clients directly and affect their mental, physical and emotional health in the process. It’s a lot of responsibility to take on. You should never shy away from working on your communication skills and abilities, developing more empathy, and improving your relationship with your clients.

Learn more about improving your services and working as a personal trainer and a certified group exercise instructor through our courses and training modules. We have some of the most highly-rated fitness trainer programs that include both online and in-person components and will equip you with not just the necessary knowledge and skill to train and coach but also provide you with interpersonal skills and insights. View our range of certifications here, or register for one of our other training and specialties today!

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The Pre-Requisites to Becoming a Personal Trainer Everyone Should Know

A trainer helps her client squat

Becoming a certified personal trainer offers easy access to different facilities and allows you to stay on track with your fitness goals. While the idea of becoming a personal trainer might sound simple, in order to succeed, you’ll need a strategic plan followed by consistent action. If you’re interested in personal training, here are some things to keep in mind:

 

1. Make Sure You Meet the Basic Requirements

To be eligible for the World Instructor Training Schools Personal Trainer Certification, candidates must be 18 years and older with a high school degree or GED. Candidates will need to complete a cardiopulmonary resuscitation (CPR) certification and an automated external defibrillator (AED) course to provide at the end of their national exams.

 

2. Conduct Online Research to Find a Suitable Program

If you’ve met the above requirements and are a fitness enthusiast, the next step is to choose the best certification program. Consider an NCCA accredited program as they are renowned as the industry leaders in health and fitness. W.I.T.S. Certified Personal Trainer is the only NCCA Accredited certification that tests in written and practical skills. Employers want trainers that are more than book smart. Performance is key to success!

A trainer motivating her client to do push ups.

3. Get Your Study Material Ready

Once you’ve chosen the right program for you, it’s time to gear up and get the study materials. At World Instructor Training Schools, we offer HD quality recorded video lectures and recorded practical lab video demonstrations to help students learn hands-on skills. These programs will teach you to role-play and master all skills while also focusing on exercise analysis, program design, and more. Our in-person labs make a difference in your long term career choice.

 

4. Keep the Passion Alive

If there’s one thing fitness teaches us, is that if you love that feeling then sharing it with others will drive you to succeed too. If you want to become a certified personal trainer, you need to work your best each day. This career can help you change your and your client’s life for the better. You will need that constant drive and dedication for a healthy lifestyle.

 

Want to become a certified fitness instructor? We’ve got you covered! At World Instructor Training Schools, we take pride in offering a wide range of top-quality certifications and renewal courses. Our fitness trainer programs are recognized as a leading course in the area, and we go above and beyond to ensure that our students make the most of it. Check out some of our personal health trainer programs, personal fitness trainer certification, fitness instructor certification, exercise instructor certification, and more. You can also register for a FREE information webinar or the next certification session today!