A trainer asked me on Instagram the other day, “How did you land clients when you were working in a commercial gym?” I figured this would make a helpful blog post for other fitness pros.
I haven’t worked in a commercial gym since the summer of 2007, when I left to help co-found Cressey Sports Performance. It’s been a while. That said, the first five years of my career were spent in both corporate and commercial fitness, and even if I’m a little rusty, much of what follows is still relevant and can help you stand out.
Let’s assume the basics: 1) you have a degree or certification, 2) you’re competent in assessment, exercise prescription, and technique, and you practice basic hygiene (you don’t stink), and 3) you can name all four rotator cuff muscles and what they do. If you can check all those boxes, you’re already ahead of most people.
I could dive into the psychology, anatomy, undulated vs. concurrent periodization, or even the Krebs cycle, but none of that is the real “x-factor” for filling a client roster. If you know this stuff by heart, we should probably hang out. Will those attributes help? You bet.
My good friend, former business partner, and Cressey Sports Performance business director Pete Dupuis put it best: “If you can’t hold a basic conversation and make small talk with people, you’re going to have a hard time in this industry.” Also, Tony’s pecs can cut diamonds.
YOU’RE ALWAYS BEING WATCHED… ALWAYS
The best piece of advice: act as if you’re always being watched, because you are. When I was a commercial gym trainer, I treated every session as an audition for other potential clients. The person who was paying for the service deserved my full attention. I didn’t want to come across as the cliché trainer who just counts reps and waits for the hour to end.
I once saw a trainer post a photo of himself “working” with a client attempting a two‑times bodyweight squat. It wasn’t a good look.
If you’re struggling to fill your client roster and every gym member sees this, you won’t have much room to complain about anyone else holding you back.
A few months ago my wife and I were in Florida visiting family and needed a place to train for a few days. We ended up at a CrossFit gym two miles away. It was Day 1 of the 2019 Open. The energy was palpable—loud music, people going after it, coaches coaching, it was awesome. Then, after the first group, two older women who weren’t competing walked in. The coach sat down, and every ten minutes or so she looked up, half-heartedly said “nice job,” and went back to whatever she was doing. The contrast was striking.
Be a shark, in motion at all times. Be an active coach… always. Give feedback, provide cues, and genuinely care. Be a participant in the session. That’s how you get clients.
OH, AND DON’T BE AN ASSHOLE
This is basic, and it matters. People don’t want to train with someone who talks over their head, uses jargon, or acts judgmental. Smile, say hello to other members, introduce yourself, offer some pointers here and there, and run free 15–30 minute clinics to show your value. If you train where you work, try not to be the “headphones guy” who ignores others, or the loud, obnoxious person who yells and sniffs ammonia before every deadlift. Being approachable is part of the game. And yes, actually do it.
