Top 15 Business Tips for Personal Trainers
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1. foreword
Dear Fitness Professional,
If 2020 has taught us anything, it is that as a global community we must be adaptable to change
because this year we have seen our fair share of it! COVID-19 has completely changed the way in
which each and every one of us live our lives, especially in the realm of business.
This has led to a dramatic change in the fitness industry on a global scale. Face-to-face and
social interactions saw an immediate ‘halt’, many personal trainers lost their primary source of
income, the doors to gyms, fitness centers, and even the figurative doors to outdoor group
training, were shut.
Fear, panic, and uncertainty has clouded the industry for the majority of this year, no matter
which country or sector you are in.
Fortunately, we here at Clean Health Fitness Institute have continued to ‘Learn, Evolve & Grow’
in line with our company motto, and to push past new boundaries when it comes to our mission of
helping raise the level of education for fitness professionals around the world.
Being a completely digital business, we have been fortunate to go from strength to strength
in a post-pandemic climate. With that in mind we decided to create this informational
resource - 100% free of charge with no strings attached, so that you can grow your career and
business, even during these turbulent times.
I got together six of my closest colleagues and industry friends, Layne Norton PhD,
Stefan Ianev, Sebastian Oreb, Jade McKee, Lauren Killey, and Kim Leggett to collaborate with
me on this guide book and create our collective Top 15 Tips for Personal Trainers that you can
use today to allow you not only to stay afloat, but to become better at your craft, and to thrive in
the business of fitness in 2020 and beyond!
So, what are you waiting for? There is no time like the present to take action and continue to grow
and thrive, so read on and we will catch you at the end of this guide!
Yours in success,
Daine McDonald / Founder & Managing Director
Clean Health Fitness Institute
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2. table of contents
1. Foreword
2. Table of Contents
3. About the Authors
3.1 - Daine McDonald
3.2 - Layne Norton, PhD
3.3 - Sebastian Oreb
3.4 - Stefan Ianev
3.5 - Jade McKee
3.6 - Lauren Killey
3.7 - Kim Leggett
3.8 - Astrid Naranjo
4. About Clean Health Fitness Institute
5. Chapter 1 – Lifestyle & Nutrition Considerations
5.1 - Tip 1: Key nutrition principles you must be able to coach as a
personal trainer
5.2 - Tip 2: Lifestyle practices to optimize client health and wellbeing
6. Chapter 2 – Program Design Considerations
6.1 - Tip 3: Key training principles you must be able to coach as a
personal trainer
6.2 - Tip 4: Key lifts you must be able to coach to maximize client results
6.3 - Tip 5: Program design considerations for online clients
6.4 - Tip 6: Online program design safety when it comes to rehab, prehab
and mobility work for clientele
7. Chapter 3 – Fit Pro Career Considerations in a Post Pandemic World
7.1 - Tip 7: Post pandemic personal training, online or in person?
7.2 - Tip 8: How to build a basic home gym for your personal training
business
7.3 - Tip 9: Why you must have an online presence to succeed in the
post-pandemic fitness industry
8. Chapter 4 – Business Success Tips for Fit Pros
8.1 - Tip 10: How to start your online coaching business today
8.2 - Tip 11: Lead generation and conversion strategies
8.3 - Tip 12: Information you should be asking your clients to grow your
business
8.4 - Tip 13: How to keep clients accountable online and achieving results; the secrets of success used by online trainers
8.5 - Tip 14: Marketing fundamentals for personal trainers
8.6 - Tip 15: Key systems you can use today to scale your online fitness business
9. References
10. Further Resources
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3. About the Authors
3.1 Daine McDonald
Founder & Managing Director of Clean Health Fitness Institute
Daine McDonald is the Founder and Managing Director of Clean Health Fitness Institute, which he
established in 2008.
Today, he is purely involved in the commercial operations of the entire company and manages the
commercial strategy of the business alongside its senior leadership team, to ensure it continues
to fulfill its mission of raising the level of industry education for fitness professionals around the
world. However, before the business success, it was as a personal trainer starting in 2002, that
he made his initial impact on the fitness industry.
Daine’s personal training career was arguably
the most successful of any personal trainer in the
fitness industry within Australia over the last two
decades. During a 15-year period he coached Olympic medalists, national and international champions in track cycling, raw powerlifting, natural fitness and sports modeling,
mogul skiing, and boxing. He has also coached professional NRL and ARU players alongside his
coaching of everyday clientele, from
housewives to corporate CEO’s.
During this time, he became the highest earning personal trainer in Australia, at a time when it
was ruled by cowboys and not seen as a true profession by the greater public as a whole. In 2010
this led him to turn his passion for health, fitness, performance and success to the education of
other fitness professionals, which saw him educate over 5000 personal trainers himself between
2010-2017 in workshops, seminars and industry events such as FILEX.
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As a personal trainer, Daine holds formal qualifications in human movement and nutritional
medicine, giving him a unique skill set that allows him to engage with clients from a
multi-disciplinary approach. He found powerful inspiration and success early on through the work
of the late and legendary Charles Poliquin, who was the most influential mentor to Daine
throughout his personal training career.
Over his career Daine established himself as an internationally renowned health and fitness
expert, as well as an accomplished writer who contributed to numerous publications including
The Daily Telegraph, Sydney Morning Herald, Huffington Post, GQ Magazine, Australian Women’s
Health & Fitness, Oxygen Magazine, The Australian Biggest Loser Club, and Fitness First
Magazine.
Daine is also a seasoned corporate health presenter and educator who has presented for
numerous companies over the years. Previous clients include HealthE Care, Australian Air Express, and CHAMP Equity.
Today, retired from personal training clients since 2016 and having transitioned in 2019 from CEO
of CHFI to a more Founder centric role, he provides business consultancy services to health and
fitness businesses around the globe. He also sits on the advisory board of Australia’s largest
fitness industry trade show, the Business of Fitness and is extremely passionate about raising
the standards in the fitness industry across all areas, from service delivery to overall
management.
Outside of his career in the fitness industry, Daine resides in Sydney with his wife and 6 children.
For more information on Daine, you can follow him via the following channels below:
www.dainemcdonald.com
@dainemcdonald
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3.2 Layne Norton, PhD
World leading nutritionist and founder of BioLayne.com
Layne Norton is one of the world’s most recognizable and influential health and fitness
professionals. He is a scientist, bodybuilder, raw elite powerlifter, physique coach and overall
academic powerhouse who incites both rage and awe from the global fitness industry with his
insightful, yet at times controversial communication style.
He holds a Bachelor of Biochemistry and a PhD in Nutritional Sciences. As an athlete himself,
he has had a successful career as both a professional powerlifter and natural bodybuilder,
competing at both the world championship level as a powerlifter and also a nationally acclaimed
pro bodybuilder.
He has coached tens of thousands of clients through his online coaching guides, whether general
population or elite level physique athletes all the way up top pro, championship level.
As an educator, he has lectured to thousands of fitness
professionals around the world over the last decade
either at conferences or in community workshops and is known
for being able to articu late his high level science in a way that
personal trainers get and can take away to implement
with their clients immediately!
journals Joe Rogan podcast His research has been published in multiple scientific
and he has also been a writer and contributor to
numerous publications and media outlets including the
and bodybuilding.com
For more information on Layne, you can follow him via
the following channels below:
www.biolayne.com
@biolayne
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3.2 Sebastian Oreb
World leading Strength Coach and founder of the Strength System
Sebastian Oreb aka The Australian Strength Coach and founder of the Strength System, is an
elite level powerlifter and world leading specialist in the field of athletic training and getting
athletes strong.
Today, he is one of the world’s most sought after
strength coaches and has coached multiple world
champions in Rugby League, Professional
Powerlifting and Strongman such as Thor aka the
Mountain from Game of Thrones and Hattie Boydle,
WBFF Pro Fitness Model and World champion.
Sebastian actively competes as a professional
powerlifter and is the founder of Base Gym in
Sydney, which is one of Australia’s leading
performance centres for athletic conditioning
and getting people insanely strong.
His online coaching guides have been utilized by
thousands to get strong and as an educator he
has lectured to thousands of personal trainers
around the world, teaching his methodology
‘The Strength System’, which he uses to get his
athletes and general population clients strong,
healthy and injury free.
For more information on Sebastian, you can follow him via the following channels below:
www.australianstrengthcoach.com
@australianstrengthcoach
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3.3 Stefan Ianev
Head of Research & Development, Clean Health Fitness Institute
Stefan Ianev is renowned as one of the world’s leading personal trainers and educators, with
almost two decades of fitness industry experience. His qualifications include a Diploma of
Fitness, Bachelor of Exercise & Sport Science and a Master’s Degree in Exercise Physiology.
He is an experienced bodybuilder and athlete
himself, having won natural bodybuilding titles in
Australia over the course of his career with the ANB.
Stefan has travelled the world presenting for
Clean Health Fitness Institute since 2014
lecturing to thousands of students on the topics
of training and nutrition.
Today, as our head of research and development
he plays an integral role in the development of our
continuing education courses and ensuring that
they stay up to date with the latest scientific
research.
For more information on Stefan, you can follow
him via the following channels below:
www.stefanianev.com
@stefanianev
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3.4 Jade McKee
IFBB Pro Bikini Athlete, Physiotherapist & Master Coach
Jade McKee is an IFBB Bikini Pro, master coach who also happens to be a clinical physiotherapist.
She also forms part of the Clean Health Fitness Institute team as a master coach and content
developer.
Having competed in a total of 21 bodybuilding shows (both nationally and internationally),
Jade specializes in coaching female physique athletes, as well as general population females.
Practicing what she preaches, Jade blends real world, in the trenches experiences with a
scientific edge to ensure her clients get results safely and effectively, in as quick a time as
possible.
For more information on Jade, you can follow her on her Instagram account below!
For more information on Jade, you can follow
him via the following channels below:
@jademckee_ifbbpro
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3.5 Lauren Killey
WBFF Pro Bikini Athlete & Master Coach
Lauren Killey is a qualified personal trainer and online coach whose formal education includes a
Bachelor of Arts and a Master’s Degree in Secondary Education.
Lauren specializes as a bodybuilding coach and seasoned physique competitor, having competed
in over 12 shows. To that end Lauren holds her pro status within the WBFF Federation.
Lauren worked as a master coach at Clean Health Fitness Institute for many years before going
out to develop her own, online personal training platform Beyond Fitness.
For more information on Lauren, you can follow him via the following channels below:
www.beyond-fit.com.au
@laurenkilleywbffpro
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3.7 Kim Leggett
Ms. Universe, Fitness Model, Sports Scientist
A former Miss Universe Malaysia,
Kim Leggett is an Online Master Coach at
Clean Health Fitness Institute.
Having competed in numerous WBFF and
IFBB shows as a fitness model, Kim
specializes in women’s transformations,
with a big emphasis on nutrition.
She has a Bachelor Degree in Health
Science, Nutritional Medicine and Dietetics.
For more information on Kim, you can follow
her on her Instagram account below!
@kimmylegs
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3.8 Astrid Naranjo
Clinical Accredited Practicing dietitian (APD)
Astrid is a qualified dietitian who
completed her 5y bachelor’s degree in 2012 in Venezuela, worked in the
fitness industry as an educator before she
moved to Australia almost 7 years ago.
At her arrival, she managed to study her
Master’s degree at Bond university (Gold
coast) of Nutrition and Dietetic practice.
Astrid finished her master program in 2017.
Since then Astrid has worked as a clinical
dietitian in a private hospital as well as an
online nutrition coach.
Astrid specializes in all aspects regarding sustainable fat loss, habits, mindset transformation
and improving client’s relationship with food.
For more information on Kim, you can follow her on her Instagram account below!
www.astrid-dietitian.com
@antidiet_dietitia
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4. About Clean Health Fitness Institute
Since 2008, Clean Health Fitness Institute has been regarded as Australia’s top fitness industry
educator and personal training organization.
We’ve certified over 20,000 personal trainers and fitness professionals in over 35 countries,
both at our live events and more recently since 2019 through our industry leading online
e-learning platform and have developed a reputation as pioneers in the health and fitness
industry worldwide.
Clean Health Fitness Institute was
founded by personal trainer, industry
legend and company Managing Director
Daine McDonald as a personal training
organization focused on getting results
based on the science of lifestyle,
nutrition and training.
In 2012, we opened our first high-end
training studio. Over the 5-year period
that followed, Daine and his team of
industry-leading coaches facilitated over 100,000 training sessions and developed a global
reputation for results and excellence, and during the life of our personal training business,
facilitated over 200,000 appointments overall.
Over the years we have been featured in numerous media
publications and TV shows including the Sydney Morning
Herald, GQ Magazine, Men’s Muscle & Health, Men’s Fitness, Australian Women’s Health & Fitness, Oxygen
Magazine and The Australian Biggest Loser Club.
We have also appeared in other publications such as Channel 9 with Kerri Anne, Fitness First Magazine, Nine MSN’s Health and Well-Being, and we’ve lectured
at some of the most significant health and fitness conferences in the world including FILEX,
MEFIT Summit and the Australian Fitness Expo.
as featured in
Today, Clean Health Fitness Institute is one of the world’s leading educators of fitness
professionals and is a 100% online digital education business.
We stay true to our legacy of our course content being created by the trainers for the trainers
and take great pride in teaching the latest scientifically based industry education - that
combines real world ‘in the trenches’ experience to build leading personal trainers from around
the world!
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5. Chapter 1 – Lifestyle & Nutrition
Considerations
Clean Health Fitness Institute started back in 2008 as ‘Clean Health Personal Training’ and back
then, one of our key points of difference was that when it came to be working with our clients, we
focused on three key elements:
The reason for that approach was simple.
If you actually wanted to elicit lifelong change and
results with your client, we realized that we
needed to address the other 23 hours per day outside of the gym (1-3).
Namely their lifestyle, so sleep, stress, hours per
day sitting etc. and then also the client’s
nutrition. So, the number of calories, times they
were eating, what they were eating, were they staying hydrated etc. (1-3).
Only once we had properly assessed them and had come up with a lifestyle and nutrition plan, would we actually delve into the training with our
clients.
This three-stage revolutionary approach ensures a greater level of client success, which in turn
spread to a greater word of mouth (Yes gasp, we started our business pre-social media!) and a
greater business overall.
So, with that being said, onto the tips!
5.1 Tip 1: Key nutrition principles you must be able to coach as a personal trainer
By Stefan Ianev, Head of Research & Development for Clean Health Fitness Institute
As a personal trainer or fitness professional, your business is built on the results you can achieve
with your clients. Personal trainers tend to focus mainly on exercise; however, the body of
literature seems to suggest that the nutrition component may be even more important.
This is why we created the Performance Nutrition Coach certification program, to help personal
trainers learn an evidence-based approach when it comes to prescribing nutrition plans for the
clients.
Now a review conducted by Franz et al compared the effectiveness of different weight loss
interventions (4).
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Figure 1 Comparison of weight loss interventions. Figure adapted from Franz et al (4).
As you can see from the figure above, exercise alone yielded very little weight loss in the first 6
months, and by the 12-month mark participants were back to their starting weight. Diet alone
outperformed exercise alone, while diet and exercise combined was significantly more effective
than either alone.
The group that lost the most weight was actually those on the very low-calorie diet. Those on the
very low-calorie diet lost more than 30kg in 6 months. The downside, however, was that they were
consuming less than 800 calories per day, which would have also resulted in significant muscle
loss, not just fat loss.
Additionally, the very low-calorie group also regained the most amount of weight and were not
much better off at the end. That is why, at Clean Health Fitness Institute, we do not promote
extremely aggressive, low energy diets. They lead to less favorable body composition changes
and are not sustainable long term.
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% of Lost Weight Regained
100%
75%
50%
25%
0%
1
2
3
4
5
Years after Weight Loss
Figure 2 Average time course of weight regain after a weight loss intervention(7).
As you can see from the graphs above, most of the weight loss in all the groups occurred within
the first 6-months followed by a complete or partial regain of lost weight within 36 months. In
fact, some studies have shown 95% of dieters will regain their lost weight within 1-5 years (5-7).
Why is this important? This highlights the significance of dietary adherence for long-term weight
maintenance. The challenge is not so much weight loss itself but keeping the weight off (7-9).
That is why it is important that, as a fitness professional, you teach your clients long-term
sustainable dietary habits and strategies.
Many Certificate III and IV in Fitness graduates (Australian equivalent of the initial personal
training qualification) find they start out in the industry with introductory knowledge around
nutrition, how to coach nutrition with clients and are often left with no methods or understanding
outside of their basic scope of practice.
As a trainer, if you want to get lasting and life-changing results with your clients, you should be
able help your client, and educate them on:
Setting the appropriate energy intake (calorie intake) (10)
Meeting macronutrient requirements
Ensuring adequate micronutrient intake through diet and supplementation
recommendations
Establishing a regular meal eating pattern
Eating a wide variety of whole unprocessed foods
Learning how to monitor foods intake
Learning how to be flexible and planning around social occasions.
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This will help your clients to create a new identity of being a lean and healthy person (11) - it is
only when your clients shift their perception of their identity and develop lasting lifestyle
changes, not just follow a basic training and nutrition plan, that they will achieve sustainable
results!
At Clean Health Fitness Institute, we recommend developing your education as much as possible
in the area of nutrition coaching for health and body composition changes. This will provide you
with an ‘edge’ as a trainer right from the get-go.
Our Performance Nutrition Coach certification is the world’s leading program for personal
trainers who want to learn evidence-based methods to prescribing diets to optimize
client results.
Our level 1 in particular provides everything you need to level up your knowledge on
nutrition so click the image below for more information on our PNC program!
So, in closing, along with educating your clients around nutrition, a fitness professional should
be able to work with their client on lifestyle practices and the formation of sustainable, healthy
habits to not only help the client achieve their body composition and health results, but to shift
clients’ behavior for longevity.
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5.2 Tip 2: Lifestyle practices to optimize client health and wellbeing
By Stefan Ianev, Head of Research & Development for Clean Health Fitness Institute
By now, we hopefully understand the importance of nutrition as a personal trainer and coach.
However, in order to achieve lasting results, we must also understand how to change our client’s
(or our own) lifestyle practices for optimal health and wellbeing, leading to better compliance and
more sustainable change long-term.
Our thoughts, emotions, behaviors, and habits can all have a drastic impact on our overall health,
recovery, and performance in the gym, so it is important that we have strategies and tools in
place to create lifestyle habits that support our goals.
Contrary to what most people think, not all stress is bad, and we do need the right stress at the
right times to force the body to adapt positively to the demands it is placed under in order to
improve body composition (12-14).
Our stress hormones, cortisol, adrenaline, and noradrenaline mobilize stored energy in the form of
amino acids, glucose and fatty acids, and also increase arousal and alertness which increases our
training drive and enables us to deal with day to day challenges. Our stress hormones also help
regulate our blood sugar between meals (14).
This is something we teach in depth in our Performance Nutrition Coach certification program,
particularly in the level 2.
Now, while some stress is good, chronic stress can wreak havoc on our entire system including
the brain, the immune system, the cardiovascular system, the digestive system, and the
endocrine system. No organism is meant to remain in sympathetic or “fight or flight” mode for
very long periods at time (12,15).
The sympathetic state is the body’s main survival mechanism, so other vital systems, such as
digestion and hormone regulation, are shut down during this time. This is why, when we are in a
stressed state, we can experience issues with our digestion and, for females, the regulation of
their menstrual cycle (14-16).
Also, growth and recovery from training are severely impaired when we are in sympathetic mode.
This is why it is very important to take measures to manage our stress as best as possible on a
day to day basis.
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There are several lifestyle habits and practices that we can implement to help manage stress,
here are my top 12:
-
Establishing good sleep rituals and hygiene (17,18)
Sleeping at least 7-8 hours a night (17,18)
Eating at regular intervals to maintain stable blood sugar levels (21,22)
Meditating daily for at least 10-15 minutes (19,20)
Breathing; deep breathing and regulating our breathing helps us calm down
and relax (20)
Walking outside; fresh air and sunshine is a great way to destress from daily
stressors and get some vitamin D3 from the sun
Eating outside or away from your workstation and bringing some mindfulness while
eating can help improve digestion and better enjoyment of the meal (23)
Community; connecting with people is a great way to destress - build strong,
meaningful relationships which offer support
Doing something each day that you enjoy (23)
Not stressing about things that you cannot control (25)
Exercising regularly but not in excess (24)
Keeping a gratitude log/journal (25,26)
These seemingly simple steps can go a long way in helping you or your clients get out of chronic
sympathetic mode (high stress) and into a more parasympathetic (relaxed) state.
Less stress means fewer negative adaptations to our body’s hormones, such as imbalance in
ghrelin (hunger hormone) and leptin (satiety hormone), increased capacity for recovery and
better overall compliance and results.
Our Performance Nutrition Coach certification is the world’s leading program for personal
trainers who want to learn evidence-based methods to prescribing diets to
optimize client results.
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Our level 2 in particular goes in depth into the endocrine system, nutritional periodization
and more so click on the image below for more information on our PNC program!
If we think of the areas of importance for results when it comes to our clients, we have a
‘pyramid’ of success we use at Clean Health Fitness Institute:
Addressing your client’s lifestyle is of paramount importance when it comes to achieving long
term results and building compliance, without that even the best nutrition and training plans will
not work.
Use this approach when working with all your clients and watch the results and overall success
follow!
Performance Nutrition
Coach Certification - Level 1
click phone for more info
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Performance Nutrition
Coach Certification - Level 2
click phone for more info
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6. Chapter 2 – Program Design Considerations
6.1 Tip 3: Key training principles you must be able to coach as a
personal trainer
By Sebastian Oreb, founder of The Strength System
I have been in the fitness industry for over 17 years now, and in that time, I’ve seen lots of
coaches come and go. With my own clients, I’ve tried a whole range of approaches and over time
I’ve kept what’s good and thrown away what doesn’t work. It’s with this experience that I can give
you some advice on the attributes that in my opinion, will make you an excellent online or face to
face coach.
So, let’s get straight to it – this is going to be a bit of tough love, but what it really comes down
to, is the fact that if your clients aren’t getting the results you want, they need to work harder
and it’s on you as their coach to bring that out of them. A lot of people simply aren’t working hard
enough. Intensity is the most important variable in training – more important than the quality of
the work you do, how smart you train, how much you rest, or any other training variable.
Admit it, when you saw that the Australian Strength
Coach was sharing some essential training tips, that’s
what you were expecting me to say, right? Well, this is
absolutely not true, I was only joking, and I have to make
it very clear that this is NOT my training philosophy.
Intensity is just the icing on the cake. Once you have
everything else in order, intensity can be added to
amplify results, but it should never be added at the cost
of the client or their movement quality, and there are so
many other boxes we need to tick in our training before
increasing intensity.
Whether we are coaching clients face to face or online,
there are so many things we can do to ensure that every
client we work with gets the best possible results, but
also that they feel confident and happy with our services.
I would need a lot more time to go through all the skills a
good coach needs so I just want to talk about three key
skills you should be demonstrating from the moment you meet each client (which have nothing to
do with training intensity) – and they are listening, planning and communicating.
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I teach these methodologies extensively in my Strength System International Certification
for fitness professionals. With three levels and 100% online, you can study it anywhere,
any time and on any device. For more information click the image below!
The first thing, listening, sounds really obvious but I’m going to tell you now that there are a lot of
trainers who simply don’t listen to their clients. With any new client, it’s essential to find out what
their goals are, their past experience with training, the timeframe for their goal, and any
limitations they might have (27,28).
You can’t get your client the results they want if you don’t know what their goals are, and another
thing to consider is that properly listening to someone is one of the fastest ways to gain their
trust.
If you’re meeting them face to face this would involve an in-depth conversation, or if you are
coaching online, I’d recommend having a comprehensive questionnaire ready to send out to each
new client to make sure you’re both on the same page with the training and the direction it should
take.
Now that you know everything you need to know about your client, you can begin to make a plan
for their training and decide if their goal is possible within the given timeframe, and how you can
help them get the best results possible, according to what they want to achieve.
Something to consider here is that while it’s so important break down the steps required and to
have a plan for the steps you and your client will need to execute, it’s equally important to be
upfront about whether the client can get there under your guidance alone, or if you will need to
seek clearance or advice from another health professional, like a doctor, physiotherapist, or
nutritionist.
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If your client says their goal is to get stronger, then as a strength coach this is completely within
our scope. However, if they are also battling a serious injury or have significant body
recomposition goals and you’re not a qualified rehabilitation specialist or nutritionist, then there
is absolutely nothing wrong with referring them out to the relevant specialists while you take care
of the strength training component of their goal – in fact, this is the most ethical approach and
will ensure your client gets the best results.
Now that you have an outline for what needs to
be done, you can make a specific plan. We will go through exercise selection later, but other things to consider here are the timeframe
you’ll be working with, how much “skill training”
is required to achieve the goal, what obstacles
exist, and how much time and effort the client is
able to dedicate to their goal.
We need to remember that strength is a skill (29),
and lifting technique is so important to maximize
results and stay injury free (30,31). Whenever possible, I recommend including a skill
acquisition phase for any new client where you
keep the weights, reps and volume quite low to
learn the movement pattern, and this is especially
important for higher complexity movements.
So while free weight compound exercises are often considered some of the most effective
movements we can do, if we are training an absolute beginner with a short time frame then there
won’t be much time for skill acquisition and we might be better off selecting some lower
complexity movements so they can train still push hard in their training while moving safely and
effectively.
The last thing I will say is that it’s so important to communicate all of this to your client along the
way.
A coach’s job is not just to instruct, but also to educate.
One of my favorite coaching philosophies comes from a quote commonly attributed to Albert
Einstein - “If you can’t explain it to a 6-year-old, you don’t understand it yourself.” Our clients
don’t care about big fancy words – it’s so much more important for them to understand what we
are saying and to know that we have listened to them, planned out the steps to get them to their
goal, and that we are communicating to them throughout the process.
This leads into instruction and coaching, particularly when it comes to the big lifts. You should
be able to coach key lifts to all of your clients, in a safe and effective manner, to maximize your
results.
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6.2 Tip 4: Key lifts you must be able to coach to maximize client
results
By Sebastian Oreb, founder of The Strength System
The fitness industry loves to make claims that there is the “best food” or “best exercise” for a
particular goal. I wish things really were this simple, because it would make our job very easy.
The fact is that there are no particular exercises that will guarantee results, however, choosing
the right selection or ratio of exercises can make a big difference. My favorite system for
selecting exercises for any client with any goal, is to select exercises that will build a structurally
balanced physique. In my opinion, this is the absolute best way to get stronger, move better, look
better, and reduce the risk of injury.
A structurally balanced body is one where muscle mass and strength are balanced across joint
movements (e.g. internal and external rotators of the shoulder), joint structure (e.g. front to
back) and between body segments (e.g. hip dominance to knee dominance, upper body to lower
body).
Building a balanced body is in my opinion the most effective way of achieving any goal – whether
this be health, performance, or aesthetics - because it allows us to tick so many boxes in our
training. If you’re training a bodybuilder, a grandmother, a soccer player, or a 12-week challenger,
I can safely say that you will get them to their goal more effectively, and with a drastically
reduced risk of injury, if you take the structural balance approach.
How do we do this? For upper body, I always recommend a 1:1 ratio of push and pull exercises,
and this can be broken down further into vertical and horizontal movements – so for every set of
vertical push (e.g. shoulder press) include an equal number of sets of vertical pull (e.g. lat
pulldown), and the same for horizontal push (e.g. bench press) and horizontal pull (e.g. row).
I also make sure I include shoulder health exercises to
directly train the external rotators of the arm (e.g. dumbbell external rotations) and stabilizers of the scapula (e.g. serratus
anterior raise).
For the lower body, I make sure there’s a balanced amount of
squat movements, bend movements, and also include a knee
flexion exercise such as hamstring curl. Having a range of
exercises from each of these categories in your arsenal is going
to make you a great coach (32).
Within this framework, there are a number of exercises we can
choose, and this is where it’s so important to know the client’s
history, goal, and timeframe, because these factors will largely
influence your decisions here.
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Technique and proper movement should always be your highest priority (30,32), which means we
need to dedicate enough time to learning each exercise, but we also know it’s important to
include variation in the program to get the best results (by this I mean, varying the exercises from
training block to training block, not from session to session).
Now, you might think that the next thing I’m going to say is that the best possible exercises you
can choose are low bar squat, barbell bench press and conventional deadlift, but just because I
love these exercises for myself it doesn’t mean that I will push them onto you, in the same way
that if you prefer a particular movement it doesn’t mean you should push that onto your client.
If you’re a powerlifter then you will need to train competition squat, bench and deadlift, however
for general population clients these exact movements actually aren’t essential (although that’s
not to say that they can’t be hugely beneficial).
What we also find is that if you have a short time frame, some clients (especially novices) simply
won’t be able to learn more complex barbell movements like this, let alone push hard with them,
and those clients will be better off with simpler push, pull, squat, and bend patterns.
This is also the case when it comes to prescribing barbell movements for team sport athletes.
These athletes typically move quite well and can squat, bench and deadlift effectively, however I
see many coaches make the mistake of instead prescribing these athletes excessively complex
lifts like the Olympic clean.
While this is an excellent exercise if performed correctly, this lift is extremely complex and can
take years of submaximal training to master, and because of this, team sport athletes will often
be better off with less complex movements that will still build strength and speed like barbell
squats, deadlifts and box jumps.
I teach these methodologies extensively in my Strength System International Certification
for fitness professionals. With three levels and 100% online, you can study it anywhere,
any time and on any device. For more information click the image below!
If you’re including any complex movements like compound
barbell lifts then I highly recommend programming in a
skill acquisition period, or if you don’t have room for this
within your timeframe, then I would suggest choosing
lower complexity movements for the client so you can
push harder without risking technical breakdown or
injury – like machines, dumbbell, or isolation
exercises (32,33).
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Another thing to consider is that certain exercises might be more suitable for a particular client’s
goals or limitations. For example, when selecting a bend-pattern exercise to include, a properly
performed sumo deadlift can be an excellent alternative to a conventional deadlift if the client is
rehabbing a lower back injury and can’t perform a conventional deadlift.
Or for a competitive bodybuilder who will get marked down for having too much muscle mass and
thickness around the waist, a machine squat can be a great alternative to a barbell squat as it
reduces the amount of loading on the core. This is another reason why having a detailed
understanding of the client’s goals and limitations is so important (28).
The final thing I’ll mention on the topic of structural balance is that we can also consider the
dominant muscles used in each type of movement and make sure this is balanced out as well.
For example, if we look at a squat movement, we know that we can have a hip dominant squat,
or a knee dominant squat pattern depending on the style of squat and cues we use.
The same can be said for bend patterns, with a more quad dominant sumo or trap bar deadlift
resembling a quad dominant squat pattern, and a Romanian deadlift being hip-dominant
(Extension).
If you only train hip-dominant or only train knee dominant lower body movements then imbalances
can form, so having a range of knee dominant and hip dominant squat and bend patterns in each
training cycle is also so important.
I’ll wrap this up by saying that I’m really sorry that I can’t teach you the magic pill of exercise
prescription because unfortunately it’s just not that simple. Instead, I hope these guidelines can
help you pick the best range and selection of exercises for your client.
Remember - building a balanced body and lifting with good technique are the closest we can get
to guaranteeing results for any goal, so, if you tick these two boxes with each of your clients then
you’ll know you are achieving the best possible results!
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6.3 Tip 5: Program design considerations for online clients
By Kim Leggett, Clean Health Fitness Institute Master Coach
Online coaching offers an incredible opportunity to scale your business, grow your client
demographic and to boost your own brand on a global scale.
However, you must be familiar with the skills necessary to become a successful online coach.
Providing clients with support, guidance, and accountability is very different when you do not see
them face to face. Particularly if you do not ‘see’ this client at all, as is often the case when
maintaining contact with clients via instant message or email only (34, 35).
To get results as an online personal trainer, you must learn the ‘Art of Coaching’, which is something we teach extensively in our Performance PT Coach Certification, which was built off the
back end of us facilitating over 200,000 personal training sessions over 10 years having personal
training gyms.
In order to offer true value to online clients, you will need to find ways to optimize your coaching,
in particular, how to optimize your clients’ training and results (35). After all, your client will come
to you wanting a result; they will want a solution to the problem they have.
You will need to have particular systems in place, initially, to ensure you are tracking your
client’s progress and success. This will be your first step. We recommend using a daily and weekly
tracking sheet as a way of checking in with your clients’ day-to-day commitment to their training,
nutrition, and lifestyle goals.
At Clean Health Fitness Institute, we track all clients’ progress via something we have created
internally called a Client Biofeedback Document. We have made this available to you completely
free of charge by clicking the button below.
download
client biofeedback
document
This tracks not only the typical measurements and photos but goes deeper into the client’s
overall health and how they are physically and mentally responding to their programming (36).
Online or face-to-face, this will provide your clients with value as you are helping them to change
their life.
You can use simple tools, such as google sheets, Dropbox or excel documents, to track your
client’s biofeedback each week. Your client will fill these sheets in on a set check in day and you
will respond accordingly (36,37).
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Your clients will track weight, girth measurements, and with a simple video tutorial, you can teach
clients to take their own skinfold measurements to track millimeters with clients who you may
need further data from (competition prep or leaner clients, clients with specific body fat and lean
mass goals).
You may use a one-stop-shop to take check-ins and tracking information using only one platform.
There are many applications available to fitness professionals, which will help you to optimize
your clients’ experience and offer overall more value as an online coach. Trainerize is one such
example.
Providing detailed exercise library tutorials whether done by yourself or through providers such as
us, is a great way to ensure accurate technique execution and coaching of movements.
After all, results are more an outcome of compliance and good form, rather than the program
itself. Check out our comprehensive exercise libraries below which you can begin to use as a first
step with your clients today!
You can also track NEAT (steps), cardio, and sleep using wearable fitness technology devices
such as the Oura Ring or Apple watch, which you can also connect to nutrition tracking apps such
as My Fitness Pal or iCoach Pro.
If you are choosing to use individualized macro and calorie-based nutrition goals, or even nutrition
plans with your clients, these can be integrated into your chosen nutrition/app software.
To systemize your coaching approach, ensuring you are managing your client base but still
offering industry-leading service, you can set up a FAQ page for all clients. This will offer answers
and explanations for general questions clients may ask, particularly during the set-up process
(for example; why I am not losing weight as fast as I want to).
When using a coaching app, you can utilize the customization settings to ensure further
compliance and optimal results, through accountability measures. Simply, set up automated
messages, personalized to your client. This could be daily goal-reminders, check-in reminders or
updated information to clients’ programming.
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The key distinction between a face to face trainer and an online trainer, is the ability to
build strong rapport and an effective client-coach working relationship (36).
However, given accessibility to all of your clients’ tracking data, the ability to communicate using
instant messaging and automated messaging, along with the ability to provide in-depth
education to your clients through tutorial videos, form feedback in training, and detailed check in
feedback, online coaches can actually offer more accountability and further clients’ success.
Seeing a trainer once or twice a week, versus working with an online coach who is tracking your
progress daily through instant updates on nutrition, steps, training intensity etc. – it is not
difficult to see why online coaching has boomed in recent years.
The key when working with clients online, is to ensure you have set clear expectations, and have
systems in place, to ensure you are able to track your client’s progress, results, and keep them
accountable.
At the same time, you have a duty of care and a responsibility as a fitness professional, to ensure
the safety of your clients, even if you are not training them face to face. This comes down to
education (38).
Both for yourself, and the way you educate your clients. You should be able to provide each client
with effective communication and instruction to exercise safely and correctly.
Hopefully these guidelines help you further when it comes to ideas around building out your
online personal training business in 2020 and beyond!
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6.4 Tip 6: Online program design safety when it comes to rehab,
prehab and mobility work for clientele
By Jade McKee, IFBB Pro & Clean Health Fitness Institute Master Coach
As an online coach, the safety and wellbeing of your client is paramount and must remain a top
priority. Understanding how to ensure your clients’ safety in training will allow you to better
transition your personal training business to an online space, and continue coaching your clients
through proper movement patterns, lifts, and through effective training sessions, despite not
being face-to-face (38).
The first step will be ensuring you program the RIGHT training for your client, from day one.
Your initial consultation will provide an opportunity to find out what you need to know about your
client, dictating your programming.
You will begin with a consultation questionnaire, commonly known as a pre-health screening
assessment, so your clients can answer all key questions. This will be followed by a structural
assessment (which can still be performed online, if you know how!)
We have a three-step method of client assessment that we teach in our Performance PT Coach
Certification, which we have taught around the world to personal trainers since 2010.
That process is as follows:
-
Step 1)
Step 2)
Step 3)
Conduct client postural analysis
Conduct client structural balance assessment
Conduct client functional movement screen
I will review each step below so that you have a better understanding of the process!
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Step 1) Conduct client postural analysis
The client postural analysis is designed to arm you with information in relation to your client’s
posture. Do they have kyphosis, lordosis, are their key areas that could impede mobility or
strength or even be at risk for injury?
Without assessing you are just guessing, hence why this is such an important process to
undergo with all of your clientele.
First, have your client send through photos in appropriate clothing where you can see their body.
So, shorts or underwear for males and underwear / swimwear with crop tops for women (39).
These photos must be front, side and back standing in neutral and taken from a distance, at
chest height to show their full body without angled distortions. Ideally, the photo will be taken by
someone else, or set up on a stand at approximately neck to chest height (39).
You will then assess the client’s posture and deviations from the norm in these positions - as you
usually would in an in-person session.
download
POSTURAL ANALYSIS
TEMPLATE
You can use a ruler tool online to draw up appropriate lines across the client’s photographs to
ensure correct postural alignment and take the time you need to assess the client properly.
However, if you would prefer to do this in real-time, you can have your client stand in each pose
and hold this position during a Zoom call, or other such video-chat platform for a live assessment.
You will write down your findings and discuss the results and specifics of programming with your
client.
It is important that you allow your client to ask questions as you go through the assessment,
whether this be over video call, or ensuring that your client is aware they can send any questions
via email / WhatsApp / your chosen communication platform, if performing the assessment via
photographs/videos sent through to you.
The initial postural assessment will dictate exercise selection and
help you to ensure you are programming for correction if necessary.
It is important that every training program is individualized to your
client’s needs, to ensure the client’s safety in both the short
and long-term.
Again, we teach this extensively via a step by step process in
our Performance PT Coach (PPT) certification. For more
information on the PPT program click the phone right!
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Step 2) Conduct client structural balance assessment
Once you have completed a postural assessment, you can perform the clients structural balance
assessment which integrates length-tension assessments and specific muscle strength testing.
These may be difficult to complete online in real-time, so it may be ideal to have your client send
photos and videos for assessment (40,41).
download
STRUCTURAL BALANCE
ASSESSMENT TEMPLATE
If you have specific concerns or feel a real-time assessment will be better suited for a particular
client, you can have your client position themselves accordingly, with your guidance, over video
call.
You can also have a client’s family member / friend assist the client as you talk them through
the process in a video call.
The whole objective here is to look for structural imbalances throughout the client’s body in
relation to muscular strength and flexibility, whereas step one was all about client posture
(40,41). Combined, this information will arm you with the correct tools you need to ensure you
design a safe, effective, and results driven program for your client!
Step 2) Conduct client structural balance assessment
The final assessment you will want to perform, to ensure effective programming for your client,
is a functional movement assessment. This should be organized in advance, and you should
prepare the client by requesting they have any equipment ready you may need e.g. a dowel,
before the session begins (40,42).
Again, the functional movement assessment can be performed in real-time via a video call, or you
can send your client detailed instructions to perform this in their own time, sending you a video of
the requested movements and exercises (42).
For example; squat or lunge variations, shoulder, hip mobility exercises etc. You can also perform
work capacity assessments, such as the sprint fatigue test, via a video and client’s feedback,
or via video call.
download
FUNCTIONAL MOVEMENT
TEMPLATE
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In-depth initial assessments are vital as a fitness professional, to ensure the success of your
client. As an online trainer, this will allow you to present your services with a much higher level of
value to your client, as your clients can be assured the programming you are designing for them
is individualized and has their best interest at heart, unlike many cookie-cutter training programs
offered by many online coaches in this day and age.
Once you have completed your client’s structural, functional, and work capacity assessments,
you will be able to formulate an individualized mobility plan and training program to suit your
client’s needs. Where relevant, you will be able to refer your client on to a recognized
health-professional for further rehabilitation programming if necessary (42).
The keys to ensure success and safety when training clients online is:
-
Be proactive, not reactive
Do not neglect.
You should be ensuring that your clients are not only training effectively, but they are also
warming up and performing adequate activation exercises, foam rolling, stretching and cooling
down.
You can create a warmup and cool down routine and add this to your client’s program as a part of
their normal training routine. Seeing this plan along with their daily training can remind clients to
complete it, rather than just saying “Don’t forget…” which often will, ironically, lead to your client
forgetting.
An example of the warmup and mobility framework we have used since 2008 with our personal
training clients and teachers in our Performance PT Coach Level 1 Certification can be found
below.
download
UPDATED MOBILITY
TEMPLATE
In closing, remember the saying ‘without assessing you are just guessing’ and take the time to
perform this vital, yet often overlooked component of program design for clientele.
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7. Chapter 3 – Fit Pro Career Considerations in
a Post Pandemic world
7.1 Tip 7: Post pandemic personal training, online or in person?
By Kim Leggett, Clean Health Fitness Institute Master Coach
There are many benefits to working in a commercial, home, or online space as a fitness
professional. There will also be cons, depending on your personal circumstances, the type of
business you aspire to establish, and the type of trainer you would like to be.
Let’s look deeper into the pros and cons of each, and which will ultimately be the most beneficial
for you to succeed in the post-pandemic fitness industry
Option 1: Commercial Gym
When working in a commercial gym, you will have access to a large database of clients.
The bigger or more renown the facility is in your local community, the more potential clients you
will be able to work with. Of course, this may also mean competition with other fitness industry
experts in this facility or local area.
Being a trainer will also mean being a master at sales and communication. Working in a
commercial gym environment, you will develop these skills very quickly, as many ‘big’ gyms require you to source your own clientele and maintain and build your own sessions. Your success,
in this circumstance, will depend on your ability to share your value as a trainer, above all others.
Working in a commercial gym, often one which is run by another fitness professional, will mean
you have access to equipment, multiple or larger spaces, and (if you do not own the space) you
will not have to concern yourself with maintenance costs or equipment failures.
You will likely just cover your rent fees, or split rates. Meaning, financially, you will have less to
worry about. On top of this, commercial gym sites will likely have professional cleaners on-site to
ensure cleaning is done adequately and to standard.
However, the 2020 Covid-19 world has impacted the way we must think about commercial gyms.
Social distancing is still in place across the globe, many commercial facilities have been shut
down or are still experiencing a limitation in hours and patrons. In the Australian state of New
South Wales, multiple gyms have been penalized and opening hours reduced due to the
round-the-clock COVID Marshall requirement put in place by the state government. Therefore,
what was once considered a ‘pro’ of working in a commercial facility, has now become a con
(44,45).
Your hours, access to clients, and capacity for success, will be dictated to by the facility you work
in. This leaves you at a great risk if, as is the case for many trainers in the post-COVID world, the
facility you are relying on, no longer needs or can support you, as a trainer (43).
So, is it more ideal to establish a home gym?
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Option 2: Home Gym
The pros of establishing, and working, from your own home gym are as follows. You instantly
negate any potential competition with other trainers in your local community. Having your own
fitness facility or space, will allow you to conduct private training sessions, 1-1 or 2-1 (45).
Depending on the size of your space, you will still be able to maintain social distancing standards
(when necessary) and will be able to personalize the space to suit your coaching needs. You will
dictate your hours and sessions per week and have control of overhead costs.
However, it should be noted that you will not necessarily have as much access to potential new
clients working from your own space, and it could be challenging for a beginner trainer to build
themselves up as a successful coach in this way.
You may be working in a much smaller space than many commercial gyms, and equipment costs
can be expensive, potentially limiting the equipment both you, and your clients, will have access
to.
There will be many safety regulations you must ensure you are adhering to in the creation of, and
upkeep, of your space. So, you will have less competition, and will not be as greatly affected by
the post-COVID world. But you will need to find other ways to bring in potential clients, offer value
and, financially, establish and maintain your space.
The final option we are left with is online coaching!
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Option 3: Online Coaching
Why choose online coaching, over your own home gym, or working in a commercial gym?
As an online trainer, you will not be bound to the ‘physical’ hours of a personal trainer. In fact, you
will have access to clients on a global scale – meaning your potential for sessions, and clients,
increases exponentially (44).
Choosing to work online offers you control over your schedule and provides you with an
opportunity to dictate your own working hours. If you are a morning person, you may prefer to
work early mornings and take time off in the afternoon.
You may choose to split your day up into a working block in the morning, and evening, or you may
prefer a certain number of ‘busy’ days, to have a longer weekend. This offers you a more flexible
lifestyle and the ability to arrange your life around work hours, work remotely, or from anywhere
around the world.
However, you must consider the changes this type of coaching will mean for you and your business. This level of flexibility requires a new way of working; you will need to set aside dedicated
time for uninterrupted work with your clients, to ensure you are still offering each client the
accountability, guidance, and support they need.
You will need to determine clear boundaries, times you are working and available, and this must be
outlined to each of your clients. An ‘online’ coach does not mean a coach who is ‘on the clock’ or
working constantly (44,45).
You may find working as an online coach will mean more ‘other’ work. You will have to manage all
administration, either through outsourcing or by ensuring this is done systematically for
productivity. You will need to understand how to market yourself as a coach in the online space
in order to build your client base, and you must have clear systems to coach effectively without
being face-to-face with your clients.
There is no true, ‘right or wrong’ answer when it comes to the type of coach you should be.
As you can see, there are positives and negatives to working in a commercial, home, or online
space.
We recommend you master both face-to-face and online coaching. Do not limit your potential in
any one field. Rather, ensure you are able to coach clients face to face, but have also set yourself
up as a successful online coach, so you have the stability of both.
Should you decide that having your own home gym is ideal for you, you must understand how
to set up a successful personal training space. So, here are our top tips to establish your home
personal training business.
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7.2 Tip 8: How to build a basic home gym for your personal
training business
By Jade McKee, IFBB Pro Bikini & Clean Health Fitness Institute Master Coach
When you are establishing your own home gym, you will need to focus on equipment and safety
considerations as a priority.
The size of your space will dictate the ‘design’ of your gym and the amount of equipment you are
able to use. You should have a list of ‘key’ pieces you will need, in order to cater to a wide range of
clients and goals.
Before anything else, you will need to ensure your space has appropriate gym flooring, for both
the safety of your clients and to protect your floor and the equipment you purchase.
Basic equipment for consideration is as follows:
-
Power rack
Barbell
Weight plates
Collars
Dumbbells
Resistance bands
Adjustable bench
Multipurpose spin bike/assault bike
Other equipment you may want to invest in includes:
-
Kettlebell/s
Swiss Ball
Bosu Ball
Medicine Ball
Skipping Rope
Pull up Bar
TRX
Punching bag and gloves
Machines (e.g.: leg press, cables)
Lifting platform
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Your choice of equipment will ultimately depend on your target clientele, the needs of your client,
and your budget. As a priority, think quality over quantity – avoid buying cheap equipment as this
can be dangerous.
If you are working on a strict budget, source equipment online from sites such as eBay, but make
sure they are still in good condition! Ideally, you should purchase equipment from a reputable
company.
Safety Considerations
When you are choosing to create your own home-gym, typical OH&S standards will still apply.
You must make sure the space you choose to use is safe (46). This will mean the space is well
ventilated, you have adequate flooring, the floor is not slippery, and there is enough room to cater
for the number of individuals using the space at any one time.
You must not overfill your gym with too much equipment and should have appropriate storage
solutions to ensure all equipment is stored safely and not at risk of becoming a tripping-hazard.
You will need to ensure your CPR and First Aid is up to date and should have first aid equipment
which complies with your state’s safety standards (46).
As the owner of a gym, you will be responsible for all administration, reporting, and documentation
involved in running the facility, also inclusive of any incidents which may occur with your clients.
You will need to have a clear understanding of all reporting protocols in this instance.
We recommend becoming familiar with the Work Health and Safety requirements of your state or
country, risk assessments, and risk management plans.
Before you train any client’s in your gym, just as is the case for trainers working in a commercial
facility, you will have to ensure your client has signed consent forms and waivers for safety and
to ensure they have been cleared to participate in an exercise program. This will ensure you are
prioritizing the safety of your client, but also looking after yourself as the gym owner and trainer.
The insurance you have as a personal trainer will not cover you to own and run your own facility;
you must make sure you are prepared with the insurance and reporting procedures required as the
owner of a facility. This includes, but may not be limited to public liability, professional indemnity,
income protection, contents / equipment insurance, business insurance.
In the post COVID-19 world, you must also ensure that any requirements of the state government
are complied with. This will include hygiene and cleaning requirements both before and after
sessions with clients, you must keep a register of attendance to your facility, provide hand
sanitizer or sanitizing equipment, you may be required to enforce the wearing of masks, physical
distancing measures, and you may need to limit how many people are in your area at one time
(46).
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For further information, you can refer to Fitness Australia’s “Framework of Operations for Fitness
Facilities Under COVID-19 Restrictions” - while aimed at “Fitness Facilities” this is also a good
reference as to what you will need to consider with your Home Gym setup no matter what part of
the world you are from:
(click image to download framework of operations for fitness facilities)
You are also encouraged to refer to the following link for current COVID requirements from the
Australian government, which can be used as a guide no matter where in the world you are.
(click image to go to safework australia website)
In closing, whether you choose to work in a commercial gym, or your own home-gym facility, will
depend on your personal circumstances and goals as a fitness professional.
However, it is highly recommended that you establish yourself as an online trainer in the current
post-pandemic fitness industry - something that we teach coaches how to do extensively in our
Online Fitness Business Mastery course, coming in early 2021.
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7.3 Tip 9: Why you must have an online presence to succeed in the
post-pandemic fitness industry
By Jade McKee, IFBB Pro Bikini & Clean Health Fitness Institute Master Coach
Due to the impact of COVID-19, 2020 has seen a much lower demand for fitness professional
services in person. This decreased demand means a decline in the number of trainers working in
the industry and a decline in personal training services overall throughout 2020 (45,56).
The CEO of Mindbody, a business management software used by gyms across the globe, Rick
Stollmeyer, said in March that users had seen a drop-in revenue of 80-90% (47). It wasn’t long
before gyms and studios were forced to adapt, and Mindbody found that 85% of their users
began taking part in livestream classes and personal training sessions, while 73% were opting for
on-demand workouts (48,50).
Through a survey, the company found that on average, users were working out around 5 times per
week from home, more than ever before due to the removal of travel to and from gyms.
Even when gyms and studios reopen, 46% said they would choose to still work out digitally.
COVID-19 has had a dramatic impact on the livelihood of many fitness professionals, which has
sparked the shift into an online space for many personal trainers. Social distancing regulations
and lockdowns were the primary cause for this change, as many trainers found themselves out of
a job and unable to continue training clients, even in an outdoor space.
Although across the globe gyms are reopening, and lockdowns have ceased in some areas, this is
not the case everywhere. There are still many countries and communities impacted by COVID-19,
unable to access their usual training facilities.
Along with a reduced access to facilities, COVID-19 meant that many people were unable to meet
the suggested physical activity and sedentary behavior guidelines (49).
Though there has been a decreased capacity for physical activity, it is needed now more than
ever to ensure the health and wellbeing of all individuals.
The post-COVID world has seen a huge demand for at home ‘Virtual fitness’ classes and
sessions. This has allowed many businesses and trainers to maintain their livelihood and offers
clients flexibility and convenience in their sessions.
For many, the convenience of working out in their own home, and the lack of certainty around
safety in public spaces, even now, meant many did not choose to return to face to face training
or commercial gyms, even when able.
Understanding the impact of COVID, provides your insight into the benefits of developing yourself
as an online coach, to succeed in the post-COVID fitness industry. Becoming an online trainer will
mean you can offer far more services, and value to clients, both in your community and on a global
scale.
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Many clients can now choose to join paid streaming classes through applications such as Zoom,
to participate in group workout sessions or to complete a training session in their own time.
You can create training videos in advance, which are available for clients to purchase and use at a
time that suits them.
You can also offer your clients further support with online resources, further education or
communication through IM, emails, blogs, etc.
By developing your skills, and offering more services, such as online training sessions or learning
tutorials for download, live fitness classes, further support options, you will be able to develop
your online presence further.
In an industry where many trainers have already begun to build their online presence, you should
be aiming to develop your own skills to remain ahead of the curve.
The fitness industry is always adapting to suit the current world environment. If you are not
evolving with it, you will find that your skills and value as a personal trainer will quickly be left
behind as current technologies and ideas become the new norm.
As many clients have shifted their attention from regular face to face sessions and training in a
commercial space, to home training and online coaches, the fitness industry has followed suit.
In closing, today personal trainers are upskilling in areas outside of the fitness industry,
becoming more knowledgeable in the world of marketing, brand building, business creation, and
further education to refine a niche. We will go into all of these areas in more detail, later on!
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8. Chapter 4 – Business Success Tips for
Fit Pros
At this stage, you’ve mastered the ‘personal trainer’ and fitness professional topics of this guide.
Remember when we mentioned you would need to become a ‘multi-faceted’ trainer?
Well hopefully you are feeling more comfortable.
Now you need to take off your trainer cap and put on your business building cap, as it is time to
grow your personal training business starting now!
8.1 Tip 10: How to start your online coaching business today
By Daine McDonald, Founder & Managing Director of Clean Health Fitness Institute
So, by now you have been given in-depth insight into the differences between online and face to
face coaching, and we have revealed some of the changes happening in the fitness industry in
2020 as a result of COVID-19.
Online coaching can provide you with a wealth of new experience and opportunities, opening the
doors to your business for a multitude of clientele, on a global scale. I first started doing it back in
2010 before we had all the tools we have today, and it allowed me in those early days to grow my
brand and that of Clean Health Fitness Institute dramatically.
After all, why limit your coaching and results to the local community and risk the potential loss of
a greater income and livelihood, when you have the opportunity to become a world-leading coach
whose business and income potential is not just dictated by the physical limitations of a face to
face trainer?
As you are likely aware however that the reality is, becoming an online trainer isn’t quite as simple
as it may be to become a personal trainer. As a Personal Trainer, you can become qualified, walk
into your local gym and begin using your confidence and charm to ‘pick-up’ new clients instantaneously. In the online space, you become a small fish, in a very, very big pond.
If you want to succeed, you will need to find a way to stand out amongst the masses of other
fitness professionals.
Now from my experience, there are three key areas you need to master (outside of your typical
personal training experience) to establish yourself as a leading online trainer.
They are the following:
-
1.
2.
3.
Establishing a brand identity
Developing your online presence
Growing an active and engaging client base
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1. Establishing brand identity
Essentially, your brand identity will dictate the overall message your consumer/customer/clients
receive (51). In short, your brand identity is all about who you are, why you do it, and what solution
you can offer to the client’s needs.
This will be formulated from your values, the services you offer, the way you communicate, and
the way you present your business. All of these things will help you to create the look and feel you
want to express. Once you establish this brand identity, you will begin to further understand who
you are as a business.
This is important because if you don’t know what you want to achieve (outside of just training
clients) you will not be able to succeed in the online fitness industry space. Now a simple process
you can use to get started is the following:
-
1. What are your values?
2. What is your mission?
3. What is your purpose?
4. What are your USP’s? (Unique Selling Points)
5. What is your personality?
6. How does this look? (Logo, Colours etc)
Once you have started to build your identity, you can begin to bring this to the public through
social media and your online presence which I will get into next.
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2. Developing your online presence
To succeed you will need to determine which platforms will work for your business, and why (52).
Some key guidelines that you can use are as follows:
Establish a personal page for IG – Profile you as an individual for human to human
‘buy in’.
Establish company page for IG – Profile your service / brand and product.
Establish a personal page for FB – Profile you as an individual for human to human
‘buy in’.
Establish a company page for FB – Profile your service / brand and product.
Establish Google my Business page – Optimize your business SEO within your local
community and / or give further digital credibility.
Establish YouTube Channel – Profile your personal industry life and business on this
growing fitness industry medium.
Establish your own domain name – Adds further credibility to your brand having a
non-Gmail email account along with locking in potential domain name authority for
your business long term
Build Website – Not essential initially, however, a website for today’s digital
business is as important as a physical, fixed site office is to a traditional in person
business. Super important!
Now whilst you don’t need all of them when you start out, within 1-2 years of being ‘online’ it is
highly recommended that you have built out those mediums to drive a greater digital footprint.
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3. Growing an active and engaging client base
Finally, once you have established a brand and grown your online presence through the creation of
your chosen platforms, you will need to grow your audience. After all, it is all well and good having
an amazing brand and product, however if no-one knows about it you will not be able to sell your
services!
Building your audience will take some time. This is not something you can do overnight. It will
require consistency, patience, and a plan. We like to categorize them into the following:
1.
Frozen – Content that gives your audience completely free and valuable
information at no request from them. No email sign-ups, nothing, just sharing
free information with no strings attached.
2.
Cold – Content that gives your audience all of the above, but requires them
to opt in their contact details to download a free guide, or access a free
video etc. So, you are still giving them information to help change their career
in a positive way!
3.
Warm – Content where you now showcase an example of how your
knowledge works, so could be a client testimonial or something similar.
You can now mention your service or product and direct them to some more
information on it in an open-ended manner.
4.
Hot – Content where you are in essence saying, buy it now!
This is where you are selling your product aggressively and encouraging the
consumer to sign up now.
In terms of the ratio of how you spread this content out?
We recommend the following:
1:1:1:1
So, an equal spread between free information, showcasing your results,
and then selling the product.
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Now, an overview of some of the mediums you can use to create content that is engaging is
outlined below:
As shown above, you should choose a few platforms, such as a website, social media, and an
email list, to ensure you are reaching out to your audience consistently, and in multiple areas.
The more you communicate, and showcase your value, the more likely you will be to build your
audience and establish a base of potential clients for your business. You’ve now developed a
brand, created your social media accounts and now have an audience that you are consistently
engaging!
In summary, the key thing to remember is that you MUST put out content that gives value and is
consistent each and every day through your various digital medium outlets.
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8.2 Tip 11: Lead generation and conversion strategies
By Daine McDonald, Founder & Managing Director of Clean Health Fitness Institute
Now whilst you may be a knowledgeable and experienced personal trainer, this will not mean you
are able to instantly convert online leads into clients!
For sales success, you must become both a salesperson and a marketing expert, to learn how
to share your message and vision with your potential clientele and convert them into paying
customers.
In order to understand how to not only generate leads but then convert them into sales you must
first ask yourself:
‘Why would someone choose to pay for my services in the first place?’
Good question, right? It should really get you thinking about what you offer as a trainer.
What can you do for your clients?
The answer, is simple:
Everyone has some form of problem and they want you to offer them a solution!
Every individual who reaches out to a trainer is looking to achieve a desired result. Now some may
not know exactly what that result is at first, so it will be your job to determine exactly what each
client is looking for, and to offer them the steps required, to achieve that result.
Your online presence will help you in your lead creation, but your success in lead generation will
ultimately depend on two key things:
1.
2.
How much value do you have within your own service or product that you are
selling to the niche you are targeting (Client attraction).
How genuinely interested you are in the client achieving a transformative result from your product or service (Client solution).
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Ultimately, the more you value your services and what you can offer to a client, and the more you
believe in your ability to provide a genuine service and solution, the more successful you will be in
the sales process.
I have a 5-step sales process, which we teach extensively in our Online Fitness Business Mastery
course coming in early 2021.
So, what is the DM 5-step process?
1. Initial Attraction – The initial
point of contact which could
even be as simple as someone
following you on social media
without any direct communication
2. Needs Analysis – The most
important part of the conversion
process and where you need to
hear the client, what is their
problem?
3 Provide Solution – This is where
if you have connected with point
2, you are able to provide a tailored solution to the client’s problem.
Show them the journey!
4. Client Conversion – Present two options, one up front and one on subscription.
Nice and simple!
5. Handling Objections – If you have performed steps 2 & 3 properly this section will take
care of itself!
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You need to be aware of all 5 stages of the sales process at all times, because all too often we
focus just on actually selling, not what leads up to that. So, everything you do on social media is
there for others to see forever, remember that, you are always on show when you have an online
fitness business.
To separate yourself as an online coach you need to do the simple things, such as the following:
1.
Personalizing your response to individuals when they inquire, will help you to
share the value of your services and show you genuinely care.
2.
Organizing a zoom or phone call meeting after any initial lead enquiries, this
will allow you to conduct a more professional introductory conversation and
to get to know the individual who has inquired and it will offer your potential
client the opportunity to get to know you and ask any questions they have
in real-time.
3.
Responding to every inquiry within no more than 6 hours pending time
differences, to increase your chances of converting leads, into clients.
When an individual reaches out to work with a coach, their behavior is
ultimately dictated by an emotional reaction; the longer it takes you to
respond, the more likely it will be that this ‘emotion’ has passed, and the client will be less inclined to continue their inquiry or want to
discuss the inquiry any further.
These processes and simple strategies will make a huge impact on your ability to not only attract
clients but nurture them into sales that will long term continue to grow your business time and
time again!
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8.3 Tip 12: Information you should be asking your clients to
grow your business
By Layne Norton, PhD, Founder of www.biolayne.com
When it comes to client intake questions for people who are going to sign up with coaches for
either nutrition, training, or both, there are some standard questions that likely every coach
(well every coach who’s worth a darn) asks their client.
Things like weight, age, sex, body fat (if they know it), goals, etc. I doubt I need to lecture any of
you with those particulars. However, there are some important questions to ask your clients that
might not be so obvious. Here is a list of some I’ve come up with, but don’t consider this
exhaustive by any means
1. How much time per week do you have to commit to training?
This is one that I didn’t begin asking until I’d been coaching for a few years. I (stupidly) just figured
that most people were like me and were going to devote 2 hours per day in the gym to make gains,
no matter what. Then I had kids and reality hit. There are only so many hours in the day. There’s no
point in putting together a program that is going to take someone 2 hours if they only have 1 hour
per day to devote to training
2. Do they have any injuries or medical issues you should know about?
I think it’s likely that a lot of good coaches ask this question but still, I know some that don’t.
Once again, not much sense in telling someone to do an exercise that aggravates a previous
injury or giving them a meal plan with foods that may aggravate a medical condition.
3. What is their diet history like? Do they have a long history of caloric restriction and
repeated attempts at weight loss?
This was one that I started asking later in my coaching career. I found that the more dieting
attempts one undertook in their lifetime, in general, the harder it was for them to lose weight
later in life.
There is some evidence that yo-yo dieting can reduce muscle mass,
energy expenditure, and basal metabolic rate. This is important data
to understand when putting together recommendations for a new client.
This is something I cover at length in my Science of Nutrition
Online Certification, which teaches you a step by step
process to building out evidence-based diets for clients
with all goals. Click the phone on the right for more
information now!
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4. How much sleep do they get per night?
While it’s all the rage to be #teamnosleep and #team grind, the fact is that sleep has been shown
to be important not just for performance in the gym but also for fat loss. In fact, recent studies
have demonstrated that sleep restriction can significantly impair fat loss and increase the
proportion of weight lost from lean body mass relative to fat mass during a diet.
5. Ask them about any previous diet/training. What worked well for them and what
didn’t? How did they feel about the different styles of training and diet they’d used
previously?
Success and failure leave clues. It’s important to understand an individual client’s history,
their biases, and their individual preferences.
Remember that COMPLIANCE IS THE SCIENCE and if you put them on a protocol that they
hate or have a negative opinion of, it’s not likely to work (53,54)
Hopefully these questions have given you some new ideas when putting together questionnaires
for clients and will provide you with some new insights you previously never had!
8.4 Tip 13. How to keep clients accountable online and achieving results; the secrets of success used by online trainers
By Layne Norton, PhD, Founder of www.biolayne.com
When I first started coaching, I was so naive. I thought that the limitation for people to achieve
their peak physique was simply information. I felt that if I could educate people thoroughly
enough, they would achieve their goals. To me it was as simple as providing a recipe formula and
the end result was guaranteed.
I now know that education is less than half the battle when it comes to getting your clients
results. Most people know they NEED to eat better. They need to eat less calories (if the goal is
fat loss). They should exercise, etc. It’s kind of like telling a broke person, “hey, you should save
more money and spend less.” You’re technically correct but telling them that is not going to
change their life (9,11,35).
So, what do we do? Does that mean our jobs are useless? No. But we need to understand that
our job isn’t just education. We are in the business of behavior modification and trust generation.
Why trust generation?
We need to convince our clients to trust us so that they feel comfortable confiding in us and so
that when we give them direction, they listen and implement our suggestions. Our clients are
going to screw up at a certain point.
Every single one of them. It is GOING to happen. How do we hold them accountable?
I promote a system that I call ‘empathy with accountability.’
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What do I mean by when I say, ‘empathy and accountability?’ First, it’s important to have empathy
with your clients. They will all screw up, they are human. They don’t need a drill sergeant berating
them about what they screwed up. More than likely, they will have already beat themselves up for
it. If you berate them, it simply means the next time they screw up, they won’t tell you.
To gain their trust, humanize yourself. Whatever happened to them, try to relate it to something
that happened to you that didn’t go right. Found themselves face down in a bowl of ice cream?
Explain that you’ve fallen off the wagon before too. Then the accountability part comes in.
Just because you are empathetic doesn’t mean you let them off the hook.
You explain to them that just because they screwed up doesn’t make them a bad person.
Discuss what happened and why it happened and talk about what can be learned from it so that
it can be mitigated or avoided in the future. Then explain that everyone screws up and that’s fine,
but everyone also has life stress, problems, etc. and some people
do find a way to make it to their goals. They aren’t unicorns.
They CAN do it, but it won’t happen without consistent
application of work (35).
I teach this more in depth in my Training the Physique Athlete
online course, which teaches the art and science of nutrition,
training and behavior change when it comes to getting clients
ready for the highest levels of performance. Click the phone
right for more information!
For example, something I told my competition prep clients
frequently if they had overeaten or had an untracked cheat
meal would be something to the effect of: “You didn’t
disappoint me. It doesn’t change the way I view you as a person.
You aren’t a bad person because you overate, and I know that
this is VERY hard. However, everyone that will be standing with you on that stage will have had to
overcome difficulties and hardship.
When you stand next to them it won’t matter what the hardships and difficulties were, all that will
matter is who put in the consistent work.” That is empathy and accountability. Use it to gain your
client’s trust but also kick them in the tail when it’s warranted.
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8.5 Tip 14: Marketing fundamentals for personal trainers
By Lauren Killey, WBFF Pro & Clean Health Fitness Institute Master Coach
You’ve learnt some of the secrets of success, from some of the world’s best, when it comes to
online coaching. Now, you need to delve deeper into the marketing world and how this knowledge
can help you become a more successful online trainer.
Your first step, will be to conduct a SWOT analysis (55), which is the following:
Either as an individual if working for yourself, or as
a business. You can use the left graphic to complete your own SWOT analysis of your
personal/business potential.
Using this analysis, you should be able to
determine an awareness of all considerations which may come in to play when making a decision.
For example, a SWOT analysis will allow you to preemptively determine competitive brands and
businesses, and how these may impact your own
potential for success. This analysis may also help
you to effectively identify your USP’s, or areas which may be missing in the fitness
industry, allowing you to offer more value to
potential future clients.
Once you have performed a SWOT analysis on yourself/your business, you need to determine your
goals and objectives in the online space, and who your target market is (55).
Ask yourself, ‘What do I want to accomplish as an online trainer/online personal training
business?’ Then, just as you would with a client, you will take this response and break it down into
specific, measurable, achievable, relevant and time-bound goals. Do you want to build your online
coaching to a certain number of clients?
Let’s say 50, there’s the specific goal. How do we measure the success of this?
Clients on your books. Is this achievable? You will have to do some research into your current lead
to conversion rates, your current reach, and your potential to gain this number of clients,
depending on your chosen time frame.
Is your goal specific to what you want to achieve? If you feel the number of clients you have will
help to dictate your success as a trainer (given you have the skills, experience and systems to
manage this) then, yes.
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Finally, how long do you need to achieve this goal? This might be dependent on your financial
situation, or you may allow yourself longer to achieve this goal, if you are also working as a face to
face coach and have a second source of income, outside of your online coaching business.
When you are determining your marketing strategy, you should consider all possible marketing
platforms. Online, this might be websites, social media accounts, and email databases, but also
platforms to scale your business marketing further, such as MailChimp or HubSpot.
You can market your online business through offline opportunities also. This might be events,
phone calls, advertisements in local areas etc. Some trainers will choose to work with a
professional or seek guidance from agencies; this will depend on your personal preference and
financial capabilities.
Beyond marketing platforms, you will need to develop an understanding of who your target market
is. Your ‘target market’ is ‘the group of potential clients/customers you identify as the ones you
wish to sell your services and products to.’
So, if you have experience working with ‘gen-pop’ clients and would like to continue to work with
this specific group of clients, gen-pop will be your target market. Your business, goals, and the
way you market yourself, must have this target market at the forefront of every decision that is
made.
We recommend asking yourself three key questions when it comes to determining your niche
market:
-
1.
2.
3.
Who exactly is my target market?
What is the problem they commonly share?
What solution can I offer with my services?
Your target market can be specific, such as gen-pop, or competition prep, powerlifting athletes,
or corporate males. It can also be broader, such as body transformation, fat-loss, rehabilitation
clients or females/males. The market you choose to work with, will depend on your personal skills,
experience, and preference as a trainer.
But it is important you establish a clear identity as a trainer who works with a specific population,
when it comes to marketing. You do not want to advertise fat-loss as a priority if you are trying
to work with clients who would like to focus on performance and strength. Knowing who you want
to work with will allow you to determine the types of problems (client goals) and solutions (value)
you need in your marketing strategy.
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You have set your goals and you have clarified your marketing strategy, now you must ensure you
are remaining accountable. To do this, you will use something called the ‘Marketing Mix’ or
‘The Seven P’s of marketing’ to continually evaluate your strategy for success.
These are just a few tips to help you to establish your fundamental marketing plan and begin
mapping out a pathway to fitness business success today!
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8.5 Tip 15: Key systems you can use to scale your online fitness business
By Lauren Killey, WBFF Pro & Clean Health Fitness Institute Master Coach
Above we mentioned that one of our top tips to success as an online trainer is systemization.
We want to expand on this and offer you some of the key systems used at Clean Health Fitness
Institute, but also by some of the world’s leading trainers, to ensure the success of their online
business.
Being an online trainer, you will want to ensure you are familiar with effective client management
and tracking systems. Recently, coaching apps have become incredibly popular in the fitness
industry. You may have seen these in the form of ‘challenges’ or as a way of ‘self-monitored’
coaching.
Though this ‘mass-market’ approach has popularized the use of apps, you can use this as a
fantastic tool to maximize your online business and offer incredible service to your clients.
One example of this, as mentioned earlier in this guide, is the Clean Health Fitness Institute App,
powered by Trainerize. This offers coaches the opportunity to monitor every aspect of their
clients programming and goals for ultimate accountability.
To become a successful online trainer, you will need systems from the point of contact with a
potential client, contract and administration documentation and reporting, point of sale, ongoing
communication and managing of existing clients, post-program feedback questionnaires and
testimonial procedures along with the systems required to sustain your business.
From income and invoice tracking, insurance and legal documentation, team management
(if relevant), marketing plans etc. Your systems will come with experience in the industry.
Over time, you will develop ways of managing your business that work for you and ensure
productivity and fluidity on a day-to-day basis. To get you started, we recommend looking into
the following:
Client Nutrition and
Training Coaching
Accounting
Business
Management
Marketing / CRM
Website Design
Online Payments
Online
Communication
Online Development and
Education
This is a beginner list of resources to assist you when establishing your online business,
though there are mainly systems beyond this, which you will be able to use as you develop your
knowledge and experience in the online-coaching space.
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9. References
(1)Doğan C. (2015). Training at the Gym, Training for Life: Creating Better
Versions of the Self Through Exercise. Europe’s journal of psychology, 11(3),
442–458. https://doi.org/10.5964/ejop.v11i3.951
(2)Shilling, C. (2008). Changing bodies: Habit, crisis and creativity. London,
United Kingdom: Sage.
(3)Di Renzo, L., Gualtieri, P., Pivari, F. et al. Eating habits and lifestyle changes during
COVID-19 lockdown: an Italian survey. J Transl Med 18, 229 (2020).
https://doi.org/10.1186/s12967-020-02399-5
(4)Franz, MJ, VanWormer JJ, Crain AL, Boucher JL, Histon T, Caplan W, Pronk NP. Weight-loss outcomes: a systematic review and meta-analysis of weight-loss clinical trials with a minimum 1-year follow-up. Journal of the American Dietetic Association. 2007;107(10),1755-1767.
(5)Grodstein F, Levine R, Spencer T, Colditz GA, Stampfer MJ. Three-year follow-up
of participants in a commercial weight loss program: Can you keep it off? Archives
of Internal Medicine. 1996;156(12), 1302.
(6)Neumark-Sztainer D, Haines J, Wall M, Eisenberg M. Why does dieting predict weight gain in adolescents? Findings from project EAT-II: a 5-year longitudinal study.
Journal of the American Dietetic Association. 2007;107(3), 448-55.
(7)Hall, K. D., & Kahan, S. (2018). Maintenance of Lost Weight and Long-Term Management of Obesity. The Medical clinics of North America, 102(1), 183–197.
https://doi.org/10.1016/j.mcna.2017.08.012
(8)Institute of Medicine (US) Subcommittee on Military Weight Management. Weight Management: State of the Science and Opportunities for Military Programs.
Washington (DC): National Academies Press (US); 2004. 4, Weight-Loss and
Maintenance Strategies. Available from:
https://www.ncbi.nlm.nih.gov/books/NBK221839/
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10. Further Resources
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