January can be a busy time for personal trainers and fitness instructors. But how exactly can you win – and retain – clients making New Year’s resolutions?
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Firstly, make sure you’re being proactive this January. Even though people make fitness resolutions, it doesn’t necessarily mean they’re going to seek you out and find you themselves.
But if you put in the effort with your existing contacts and clients, your marketing, and with the new clients you win, 2019 could end up being lucrative.
How to promote your personal training or fitness instructor business
We’ve put together five ways you can win clients in 2019:
- Referrals and word-of-mouth
- Boost your marketing
- Show your existing clients love
- Get active in your community
- Reward commitment
1. Referrals and word-of-mouth
After you’ve built a strong, personal relationship with existing clients, they can be amazing ambassadors for you and your brand.
If you create fans who rave about you and your sessions to their friends and family, you have an extremely powerful way to win new business.
So, it’s acceptable to ask your clients if they know anyone who wants to get fit in 2019. Let them know you’re taking on new clients this January and you’d appreciate their referral.
Are there any programmes or discounts you can offer that will help get new customers through the door, while rewarding your existing clients? One programme could be a ‘bring a friend’ scheme, where your clients can bring someone along to their session with you and they both get it for half price.
2. Boost your marketing
This is key to starting 2019 successfully. If you plan and implement new marketing strategies, you should be able to win new clients in January and beyond.
Have a look at what you’re offering as a personal trainer and fitness instructor. It might be that you’re casting your net too widely – is there a gap in the market you can capitalise on? If there is, start focusing on that niche in January.
When it comes to your marketing, here are some tips:
Social media – are you using different platforms effectively? Remember, both new and current clients expect to see how your training will benefit them, whether that’s through ‘before and after’ posts or by using motivational quotes. Look at your Facebook, Instagram, LinkedIn, and YouTube accounts and plan different content for each. Is there new media you can move into that match your identity – video, for example?
Email – if you haven’t thought about using email, now’s the time. It’s a great way to communicate new offers, tips, and client success stories. Perhaps you can put together a weekly newsletter to send throughout January and beyond – this might also be a good way to point people towards any revamped social media pages.
Offers and programs – creating these for both existing and new clients in January could give you a boost. A digestible, achievable, and affordable program for newbies like ‘eight weeks to lose a stone’ could be a good way to draw them in. And don’t forget your current clients, who might take advantage of an offer for a new programme.
3. Show your existing clients love
We’ve already hinted at this – while January is a good time to focus on new clients making New Year’s resolutions, it’s vital to maintain great relationships with existing clients too.
This means continuing to have great conversations with them beyond their sessions, giving them the motivation they need to continue their fitness journey and reach their goals in 2019. This can make them all the more likely to refer their friends and family to you.
What’s more, consider the areas where you can add value for clients. Is there anything they’d like to see that you’re not offering already, like home workouts? Talk to them to identify new services to promote. You might even pull in new clients looking for these services in the process.
4. Get active in your community
This might not be a quick ‘new client win’ for the January rush, but getting active in your community could help you massively in the long run.
Have you ever been to networking events, for example? If not, January may be the month to start going. They’re a great way to build professional contacts – you might be offered opportunities you’ve never considered before, like speaking gigs, which should increase your profile.
You could also research businesses and other organisations in your local area, to see which ones are a good fit for partnerships. Aligning your business with others in the same field, like healthy food firms, should be mutually beneficial.
And if there are organisations you can get involved with, be it in education or business, charity or health, word of mouth should spread. With any luck, it will help your core business win clients.
5. Reward commitment
It’s all well and good aiming for the New Year’s resolutions crowd, but what will you do if motivation starts to wane? It can be very difficult for people to keep up early momentum.
Of course one of your jobs as a personal trainer and fitness instructor is to give them that motivation. But you should also think about ways to get people to stick around beyond January.
While it’s not always easy to be selective about who you take on as clients, it’s good to make sure you’re interviewing new clients before they come on board. Ask the right questions to gauge whether they’ll be committed beyond January.
This can also help potential clients narrow down and strengthen their ‘why’ (beyond simply ‘losing weight’ or ‘building muscle’), making their goals all the more achievable.
And it’s great if you can reward an initial commitment to your sessions. Can you offer a discount or add extra value if someone signs up to working with you for 12 weeks?
Insurance for fitness instructors and personal trainers
Key covers include:
Public liability insurance - this can protect you if someone is injured or their property is damaged as a result of your business
Employers’ liability insurance – this is usually a legal requirement if you have staff. It can cover you if an employee is injured or becomes ill as a result of working for you
Business equipment insurance – it’s likely you rely on expensive sports and training equipment. This can cover the cost of replacing the items if they’re damaged or stolen
Making money elsewhere
As a final point, you could also think about other sources of revenue in 2019. The nature of personal training and fitness lends itself well to writing eBooks or creating videos and podcasts, all loaded with tips to help people get in the shape of their lives.
Not only can these increase your profile, helping you become known as an expert in your niche, they have the potential for monetisation.
You could make this one of your own resolutions for your business in 2019, helping it grow and expand beyond your initial goals.
Have you got any more tips? Let us know in the comments below.
Looking for self-employed insurance?
With Simply Business you can build a single self employed insurance policy combining the covers that are relevant to you. Whether it’s public liability insurance, professional indemnity or whatever else you need, we’ll run you a quick quote online, and let you decide if we’re a good fit.