Fitness Marketing 101
The fitness industry is growing fast. I was listening to The Fitcast with Kevin Larrabee and guest Lou Schuler, and Lou shared a striking stat: in the last few years there’s been a steady rise in people earning health-science degrees. The exact number isn’t clear, but it’s in the hundreds of thousands per year. The point is simple: a lot of new people are entering the field.
And let’s be honest: a health-science degree doesn’t automatically map to a clear career path. Some go into collegiate strength & conditioning, academia, or other routes; most end up as personal trainers at local gyms. And this is where the marketing challenge shows up.
Marketing.
Most fitness pros know their craft — periodization, squat mechanics, and perhaps gluconeogenesis for the nerds. Many can write a program or assess scapular movement with ease. Yet when it comes to marketing and attracting clients, they’re often lost.
There’s pressure on trainers, especially in bigger gyms, to recruit more clients and hit quotas. I think they’ve got it backwards. It’s more cost-effective to foster an environment that keeps clients coming back.
What’s more lucrative?
1) A trainer spending a lot of time chasing a couple of new clients who sign up for a month or two and then disappear.
2) A trainer with a stable roster of ten clients who continually renew.
Spoiler: the latter.
Some things to consider
This isn’t meant to put all the burden on the trainer. Commercial gyms can and should support their staff, for example by offering free continuing education.
That said, here are a few quick, practical suggestions for trainers:
1) Mike Boyle’s line is often quoted for a reason: “No one cares how much you know until they know how much you care.” Be punctual, professional, and thoughtful. A handwritten note can go further than dense jargon.
2) Don’t become a fitness industry T-1000. Your clients want connection. It’s fine to practice what you preach, but be relatable. Share relatable moments — like enjoying an Oreo at night or choosing a non-training activity on a Friday. People hire people they feel they know.
3) When I worked at Cressey Sports Performance, the most effective marketing was simply being present for our athletes’ games. It built rapport, drew attention from others, and showed what we offer. You may not work with athletes, but you can still show up for your clients’ big moments — competitions, presentations, milestones. Be supportive, be visible, and they’ll stay loyal.
I guess what I’m trying to say is: be unapologetic about making your current clients happy and fostering those relationships. It’s a slight reframing from the usual approach, but one that pays off.
Getting people results is, of course, the top priority. But if you can also share a bit of your life, you’ll see big dividends. Be proud of what you do, and don’t be afraid to show you’re human.
If you can pull it off with a sense of humor (even in Klingon), more power to you. And yes, getting results matters—but it’s also cool to bring in your favorite Thundercats episodes.
