Personal Trainer Marketing 101

Avatar for Hadyn Luke Hadyn Luke posted this on Friday 13th of January 2023 Hadyn Luke 13/01/2023


Personal Trainer Marketing 101

How would a personal trainer complete a competitor analysis

As a personal trainer, a competitor analysis can help you understand the local market for fitness services and identify opportunities to differentiate your business.

Here are some steps you can take to complete a competitor analysis.

Identify and gather information about your competitors

Make a list of other personal trainers in your local area, as well as other fitness businesses that offer similar services (e.g., gyms, fitness studios). Research each competitor to learn about their services, pricing, target market, marketing and sales tactics, and any other relevant information. You can do this through online searches, talking to industry experts, or contacting the competitors directly.

Analyse your competitors’ strengths and weaknesses

Use the information you have gathered to identify your competitors’ strengths and weaknesses. For example, one competitor may have a strong social media presence, while another may have a lot of experience and credentials.

Determine how to differentiate your business

Based on your analysis, think about how you can differentiate your business from your competitors. This could involve offering unique services or pricing, targeting a different market segment, or using different marketing tactics.

Monitor your competitors

Keep an eye on your competitors over time to see how they are evolving and how they may impact your business. This will allow you to adjust your strategy as needed.

Overall, a competitor analysis can help you understand the local market for fitness services and develop a strategy to succeed in that environment.

What are business marketing techniques?

Business marketing techniques are strategies and tactics that businesses use to promote their products or services to potential customers. These techniques can include a variety of methods, such as advertising, public relations, sales promotions, social media marketing, and search engine optimisation.

The specific marketing techniques that a business uses will depend on a number of factors, including the type of business, the target market, the budget available for marketing efforts, and the marketing goals of the business.

As a personal trainer, there are a variety of marketing techniques that you can use to promote your services and reach potential clients. Here are some options to consider:


Building relationships with other professionals in the fitness industry, such as gym owners or other personal trainers, can help you get referrals and find new clients. You can also attend industry events and conferences to network and make new connections.

Social media marketing

Using social media platforms like Instagram and Facebook can be an effective way to showcase your expertise and reach potential clients. You can share tips, workouts, and client testimonials to showcase your skills and build your brand.

Paid advertising

Using paid advertising platforms like Google Ads or Facebook Ads can be a effective way to reach a targeted audience and drive traffic to your website or social media profiles.

Leaflet dropping

This involves distributing flyers or brochures in a targeted area (e.g., neighborhoods, gyms) to promote your business and attract new clients.

Open day events

Hosting an open day event can be a good way to showcase your business and what you have to offer. This could involve hosting a workout class or seminar, offering free consultations or assessments, or providing other types of activities or demonstrations.

Free trials

Offering free trials of your services can be a good way to attract new clients and demonstrate the value of your business. This can be especially effective if you offer a unique or specialized service that is not widely available in your local area.

Public relations

This involves building relationships with the media and other stakeholders in order to shape the public’s perception of a business and its products or services.

Sales promotions

This involves offering incentives or discounts to encourage customers to purchase a business’s products or services.

Search engine optimization

This involves optimizing a business’s website and online content to improve its visibility in search engine results.

Email marketing

Building an email list of potential clients and sending them regular newsletters or promotional emails can be a effective way to stay top of mind and attract new business.

Google My Business

Setting up a Google My Business listing for your business can help you show up in local search results and make it easy for potential clients to find you.

Overall, these marketing techniques can be effective ways to promote your business and attract new clients. It’s important to consider the target market and goals of your business when deciding which techniques to use, and to measure the effectiveness of your efforts to see what is working and what may need to be adjusted.

Target Market and USPs (Unique Selling Points)

A target market in marketing refers to the specific group of consumers that a company is attempting to reach with its marketing efforts. In order to effectively market to this group, it is important for a company to understand the needs, wants, and characteristics of this group so that it can tailor its marketing efforts to effectively appeal to them.

USP stands for “Unique Selling Point/Proposition.” It refers to the unique benefit that a company’s product or service offers to its customers that sets it apart from its competitors. USP’s can influence the products and services that a company offers in a number of ways. For example, if a company’s USP is that it offers high-quality products at affordable prices, it may focus on offering a wide range of products that are known for their quality but are still reasonably priced. The company’s USP could also influence the price of its products, as the company may choose to set its prices lower in order to appeal to cost-conscious consumers.

A personal trainer’s target market could include individuals who are looking to improve their physical fitness, lose weight, or build muscle. This target market could include people of all ages and fitness levels, although the specific goals and needs of these individuals may vary. Some potential USP’s that a personal trainer could consider include:

Expertise and qualifications

A personal trainer with advanced qualifications or specialized expertise (e.g. in sports performance, injury rehabilitation, etc.) could use this as a USP to stand out from other trainers.


A personal trainer who offers flexible scheduling or the option for online training could use this as a USP to appeal to busy clients.

Affordable rates

A personal trainer who offers competitive rates could use this as a USP to appeal to cost-conscious clients.

Positive results

A personal trainer who has a track record of helping clients achieve their fitness goals could use this as a USP to attract new clients.

Variety of training options

A personal trainer who offers a range of training options (e.g. group training, one-on-one training, outdoor training, etc.) could use this as a USP to appeal to clients with diverse preferences.

Access to state-of-the-art equipment

A personal trainer who has access to high-quality training equipment could use this as a USP to attract clients who are looking for a premium training experience.

A holistic approach to wellness

A personal trainer who takes a holistic approach to wellness (e.g. by incorporating elements of nutrition, mental health, and stress management into their training plans) could use this as a USP to appeal to clients who are looking for a more comprehensive approach to improving their overall well-being.

Fun and enjoyable training sessions

A personal trainer who is able to make their training sessions fun and enjoyable could use this as a USP to attract clients who are looking for a more enjoyable fitness experience.

Supportive and encouraging coaching style

A personal trainer who is known for their supportive and encouraging coaching style could use this as a USP to appeal to clients who are looking for a trainer who will help them stay motivated and on track with their fitness goals.

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    In conclusion, as a personal trainer, it’s essential to have a solid understanding of your local market and your competitors. Conducting a competitor analysis can help you identify opportunities to differentiate your business and develop a strategy for success. There are a variety of marketing techniques that personal trainers can use to promote their services and reach potential clients, including networking, social media marketing, email marketing, and paid advertising. It’s important to find the techniques that work best for your business and target market, and to monitor and adjust your marketing efforts over time to ensure that you’re effectively reaching and retaining clients. By staying up-to-date on industry trends and continuously refining your marketing strategy, you can position your personal training business for long-term success.

    If you’re looking to become a personal trainer or take your career to the next level, CMS Fitness Courses offers high-quality personal trainer courses that can help you achieve your goals. Our courses are designed by industry experts and cover a range of topics, including exercise physiology, nutrition, and business development. We also offer practical training and hands-on

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