Marketing for Personal Trainers: 11 Proven Strategies to Get More Clients

Marketing for personal trainers is about more than just word-of-mouth referrals. You need a strong marketing strategy to attract new clients, grow your brand, and create a sustainable business. 

The good news? You don’t need a huge budget to make an impact. 

Here are 11 marketing strategies for personal trainers that will help you stand out and bring in more clients.

#1. Build a Strong, Professional Website

Your website is your digital storefront — it’s often the first impression potential clients have of your business. A well-designed, professional website builds trust and helps convert visitors into paying clients.

• SEO Optimization: Your website should be optimized for search engines, helping people find you when they search for "personal trainer near me" or "best personal trainer in [your city]."
• Clear Call-to-Actions: Make it easy for visitors to book a session, sign up for your email list, or contact you directly.

Don’t have a website yet? Don’t worry! 

Durable’s AI website builder makes it easy to create a professional, optimized site in minutes with customizable templates, built-in SEO, and mobile-friendly designs.

We ask for some basic information about your business, and our AI will use that to create a website for you in seconds. We handle everything from images, content, and coding. 

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Pro Tip: Make sure your website includes testimonials, pricing, and an "About Me" section that builds trust with potential clients. Consider adding a booking system to allow clients to schedule sessions directly from your site.

#2. Optimize Your Social Media Strategy

Social media is one of the most effective (and free) ways to market your services. But posting content isn’t enough — you need a strategy.

Here’s a couple of things to consider when you build your social media strategy:

• Engaging Content: Share client transformations (with permission), workout tips, and motivational content.
• Consistency Matters: Post regularly to stay top-of-mind.
• Hashtags & Geotags: Use relevant hashtags and location tags to reach a wider audience.

Pro Tip: Use Instagram Reels and TikTok to showcase quick exercises and fitness challenges. Video content performs exceptionally well!

#3. Run Targeted Ads on Social Media & Search

If you have a small budget, targeted ads can be a game-changer. You can run ads on both social media (Facebook, Instagram for example) and search engines (Google Ads), but they work differently.

• Social Media Ads: Great for brand awareness and engagement. Use eye-catching visuals and a strong call-to-action.
• Google Search Ads: Best for capturing high-intent searches (e.g., “personal trainer near me”).
• Budget Considerations: Social ads can start as low as $5/day, while Google Ads often require a slightly higher budget for competitive keywords.

Need help writing ad copy? Our AI Google Ads writer creates high-converting ads quickly and efficiently. Give it a try — it’s free!

Pro Tip: Start with a small test budget and track performance before scaling up your ad spend.

#4. Offer Free Workshops or Challenges

Running free challenges or workshops is a great way to introduce people to your training style while building your community.

Remember to make challenges that work for your audience — for example, if you specialize in training marathon runners, you might want to create a stretching workshop for your audience to help them avoid injury.

Here are a couple of workshop or challenges ideas to get you started. 

• 7-Day Fitness Challenges: Encourage participants to tag you on social media.
• Live Q&A Sessions: Answer fitness-related questions to build credibility.
• In-Person Events: Host a free outdoor bootcamp and hand out business cards.

Pro Tip: Always collect emails from participants so you can follow up with them after the event.

#5. Leverage Client Testimonials and Referrals

Word-of-mouth marketing is incredibly powerful. Happy clients can bring in new business with the right encouragement.

• Referral Programs: Offer a free session or discount for referrals.
• Video Testimonials: More engaging than text-based testimonials.
• Google Reviews: Encourage satisfied clients to leave reviews to boost your search rankings.

Pro Tip: Feature client success stories in your marketing materials to add social proof.

Not sure where to start? Read our blog on how to get reviews from your customers to build up your collection of testimonials. 

#6. Start a Blog

A blog is a powerful way to boost your organic traffic while positioning yourself as an expert in the fitness industry. Writing helpful, engaging content gives potential clients a reason to visit your website — and Google loves fresh, relevant content.

• SEO Benefits: Blog posts help you rank for a variety of fitness-related keywords.
• Content for Social & Email: Use your blog content to fuel your social media and email marketing efforts.

Not a wordsmith? No problem! Our AI Blog Generator helps you quickly create high-quality, SEO-optimized blog posts tailored to your personal training business.

You can tell us specifically what you want to write about (for example, “a blog post on how to recover after a marathon”) or we can provide a list of blog posts that would suit your audience that can be automatically written and published in minutes.

And all our blog content comes with built-in SEO optimization, so you’ll boost your ranking in Google results and get more visitors to your website. 

Pro Tip: Plan a content calendar and post regularly to maintain engagement and improve search rankings.

#7. List Your Business in Local Directories

People search for personal trainers on Google Maps, Yelp, and fitness-specific directories. Make sure you show up.

• Yelp & Thumbtack: Many clients find trainers through these platforms.
• Local Partnerships: Get listed on gym and wellness center websites.
• Google My Business: Ensure your Google Business Profile is complete and up to date.

Looking for tips on how to optimize your Google Business Profile? We walk through how to set up and verify your profile and how to use it to increase your business's visibility and traffic in this blog post!

Pro Tip: Consistent NAP (Name, Address, Phone) information across all platforms improves your local SEO ranking.

#8. Collaborate with Other Local Businesses

Building relationships with other local businesses can introduce you to new potential clients while strengthening your brand within your community. By partnering with businesses that complement personal training, you can create a mutually beneficial relationship that expands your reach and credibility.

• Bundle Services: Offer joint service packages with massage therapists, nutritionists, chiropractors, or yoga instructors. For example, you could create a "Total Wellness Package" that includes personal training sessions, meal plans from a nutritionist, and a massage session.
• Corporate Wellness Programs: Businesses are always looking for ways to promote employee wellness. Partner with companies to offer discounted group training sessions or workplace fitness programs.
• Community Events: Join charity fitness events, wellness fairs, or school fundraisers where you can showcase your expertise, offer free assessments, and connect with potential clients.

Pro Tip: Offer an exclusive deal for clients referred by your business partners. A small discount or bonus session can encourage more referrals and repeat business.

#9. Offer Online Training Services

Expanding your business online allows you to reach a wider audience beyond your local area, giving you more opportunities to grow your client base. With virtual training, you can provide flexible fitness solutions to busy professionals, travelers, or clients who prefer working out at home.

• Live Zoom Training: Offer one-on-one or small group virtual training sessions via Zoom or other video conferencing platforms. This allows for real-time interaction and guidance.
• On-demand Programs: Record and sell workout programs that clients can access anytime. Consider offering tiered memberships where clients can choose from beginner, intermediate, or advanced programs.
• Hybrid Model: Offer a mix of online and in-person sessions for clients who want occasional in-person coaching but prefer the flexibility of virtual training.

Pro Tip: Use fitness apps or client management software to track progress, assign workouts, and provide direct messaging support. This keeps clients engaged and accountable.

Learn more about becoming an online personal trainer here ->

‍#10. Start an Email Newsletter

Email marketing helps you stay top-of-mind with your audience by providing valuable content straight to their inbox. A well-structured email newsletter can increase client retention and encourage new bookings.

• Content Ideas: Share weekly workout tips, seasonal fitness challenges, special discounts, and motivational client success stories to keep your audience engaged.
• Automate Follow-Ups: Set up automated email sequences for new subscribers, past clients, or those who expressed interest in your services. For example, send a welcome email with a free resource, followed by reminders about your training programs.
• Strong Subject Lines: Grab attention with subject lines like "3 Quick Workouts You Can Do Right Now" or "Limited-Time Offer: Free Training Session!" to increase open rates.

Pro Tip: Offer a valuable freebie — such as a workout guide, nutrition plan, or exclusive video series — in exchange for email sign-ups. This builds your email list and nurtures leads into paying clients.

#11. Host a Client Appreciation Event

Your existing clients are your biggest advocates, and showing appreciation strengthens loyalty while encouraging referrals. A well-planned client appreciation event can turn satisfied clients into lifelong supporters.

• Group Workouts and Brunch: Organize a fun group workout followed by a healthy brunch or smoothie session where clients can mingle and celebrate their progress.
• Prize Giveaways: Reward dedicated clients with fitness gear, free personal training sessions, or branded merchandise.
• Handwritten Notes: A simple, heartfelt thank-you note can go a long way in making clients feel valued and appreciated.
• Social Media Shoutouts: Highlight long-term clients or those with significant achievements on your social media to boost engagement and inspire others.

Pro Tip: Encourage clients to bring a friend or family member to the event. This not only makes it more enjoyable for attendees but also introduces potential new clients to your training services.

Your existing clients are your biggest advocates. Show them appreciation, and they’ll keep coming back — and bring friends.

rage clients to bring a guest to your event — this helps you connect with potential new clients.

Marketing for personal trainers doesn’t have to be overwhelming or expensive. By building a professional website, using social media, running targeted ads, and leveraging referrals, you can grow your business steadily. 

Pick a few strategies from this list, stay consistent, and watch your client base expand!