Marketing Your Personal
Training Business
Marketing Defined
• The process of planning and executing the
conception, pricing, promotion, and
distribution of ideas, goods, and services
to create exchanges that satisfy individual
and organizational goals
• It's how a business decides what it will
sell, to whom, when and how, and then
does it
Product
• What are you selling (be specific)?
– Example: Personal training services to older adult females in
a fitness center
• Who needs it (define your population)?
– Example: Older adult females who are overweight and at
risk for osteoporosis
• Who knows they need it?
– Example: Older adult females with an MD referral for
personal training
• Who wants it?
– Older adult females who are overweight and at risk for
osteoporosis
Place
• Where will services be offered?
– In-Home, Online, Studio…
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When will services be offered?
How will clients come to your service?
Who is eligible to receive services?
How long will services be offered?
Clients won’t come to a service that is not
needed, not accessible, and serve a nonexistent population
Price
• How much do your personal training
services cost?
–Prices must be high enough to cover
your expenses (i.e., equipment, rent,
travel) and allow for a profit margin that
is high enough to justify your time
–Prepare a budget
Price
•
How much is being charged for similar
services in the same geographic area?
– Do you know the average going rate in
your area?
– What do those who charge above it
offer that those who charge below it
don't?
– Have you compared what you offer in
your sessions as a personal trainer with
what others are offering?
Price
• How will your clients pay you for
your services?
–Cash, check, credit card…
• How often will your clients pay for
your services?
–Monthly, bimonthly, weekly
One-on-One Personal Training
Rates Example
Packages
Hourly Rate
Savings
Prices
6 sessions
$65
$60
$390
10 sessions
$60
$150
$600
20 sessions
$50
$500
$1000
In-Home Personal Training Rates
Example
Number of Cost per
sessions
session
50
$62
Savings
per
session
$6.00
Cost per
package
35
$63
$5.00
$2205
20
$64
$4.00
$1280
15
$65
$3.00
$975
10
$66
$2.00
$660
5
$67
$1.00
$335
1
$68
N/A
$68
$3100
Partner Training Rates Example
Number of
Sessions
Cost per Session
Cost per Package
50
$67/session
$33.50/person
$3350.00
$1675/person
35
$68/session
$34/person
$2380.00
$1190/person
20
$69/session
$34.50/person
$1380.00
$690/person
15
$70/session
$35/person
$1050.00
$525/person
10
$71/session
$35.50/person
$710.00
$72/session
$36/person
$360.00
5
$355/person
$180/person
Group Training Rates Example
• 3 individuals: $20/person
• 4 or more individuals: $15/person
• Note: A minimum of 10 sessions must be
purchased for Group Training Rates
• Reserved scheduling must be adhered to for
Group Training Rates
• Initially, a private session(s) is recommended
for each Group Training participant.
• Also ask about our Group Training Programs
and Outdoor Adventure Series!
Promotion
• Defined as all attempts to make a
service/product visible and desirable to a
target market
• Who knows about your services?
• How do they know about your services?
–Personal Website, Groupon, Facebook,
Twitter, Linkedin, Youtube
–Personal face-to-face contact
Promotion
• Take the initiative to introduce yourself to
as many people as you can if you are
working in a fitness club
• Simply introduce yourself, ask for the
member’s name, say the name back to
them and let them know you are there in
case they have any questions.
• This works well to create the foundation
for a professional relationship.
Promotion
• Group Exercise Classes
– Very few trainers are taking advantage of
this form of promotion
– Speak with the group exercise director to
find out how you can become an instructor
– Often, the group exercise classes are the
best way to develop new clients
– Group exercise instructors are a great
source of referrals in a club setting that
often go untapped
Promotion
• Get to know the membership staff of the fitness club
• The membership consultants are the first people
who meet with prospective members.
• If you see a consultant touring a prospect around
the club, take the time to introduce yourself to the
prospect and ask if he has any questions.
• If the club offers sessions with a trainer to new
members, you want to do as many of these as
possible (even if you are not paid your full session
rate for them)
• By working with as many people as you can, you
will gain needed experience, and you will be more
visible than the trainer standing around
Promotion
• Group Personal Training Classes
– Design the boot camp you have
always wanted and promote group
training sessions
– This is an opportunity to work
smarter not harder
Promotion
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Partners and spouse sessions
Sibling sessions
Bridal party sessions
Get fit for class reunion sessions
– Don’t be afraid to suggest it to your
clients
– Think of a good package for partners
that adds value and remember to
target their specific/unique goals
Promotion
• Testimonials and Photographs
– They work well when attracting clients
– Spread the word, and use them to your
advantage
– Ensure you have some great success
stories with your clients
• A client that has lost weight or run a
marathon
Promotion
• Business Cards
– Don’t be shy to hand them out
Promotion
• Build a Website
–Check out Websites for Trainers:
www.WebsitesForTrainers.com
• www.godaddy.com
• http://www.intuit.com/
• http://www.homestead.com/
• Yahoo.com/buildwebsite
Promotion
•
Client Referrals
– Ask your current clients for referrals,
whether it is friends, family or a colleague
that could benefit from your services?
– Recognize and appreciate the referral
• A free session and 10 percent discount on
the purchase of their next package
• A gift certificate
• A subscription to their favorite health
magazine
Promotion
•
Develop relationships
with local businesses
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Hair Salons
Fitness Equipment
Retailer
Makeup Retailer
Athletic Clothing Retailer
Supplement Retailer
Makeup Artists
Wedding Planners
Bridal Retailer
Athletic Footwear Retailer
– Massage Therapists
– Chiropractors
– Muscle Activation
Technique
Specialists
– Yoga/Pilates Studios
– Nutritionists
– Plastic Surgeons
– Dermatologists
Promotion
• Contribute free fitness articles to web sites
• www.EzineArticles.com
• www.fitfiend.com
• www.ivillage.com
– You do retain the copyright, and they must
give you credit for using the article and
include your biography, which should be
pointing to your web site.
– It can result in hundreds of web sites
promoting you through your article
People
• According to Unilever’s Chief
Marketing Officer – Simon Clift,
“Listening to consumers is more
important than talking at them.”
• Know your target market and
understand their needs
• Provide excellent customer
service!