Finding new clients can feel like a constant battle when you first start out. Many trainers burn through their savings on social media adverts with very little to show for it.
Building a strong local network is a much safer and cheaper approach. When other professionals recommend your services, those leads arrive with high levels of trust and are much easier to sign up. Knowing how to network as a personal trainer creates a steady, reliable stream of income for your business.
Connect with local physiotherapists
Physiotherapists make the best referral partners for personal trainers. They constantly treat patients who need to get stronger to prevent future injuries, but they do not have the time to supervise them in the gym.
Identify three local physio clinics in your area. Do not just send a generic email. Book a sports massage or a minor consultation with them.
While you are on the table, explain that you are a local coach. Tell them you are looking for a trusted physio to send your injured clients to. When you send them a paying client first, they will almost always return the favour when their patients need a personal trainer.
Approach independent local businesses
Local business owners talk to hundreds of people every week. Building relationships with the right shops puts your name directly into the community.
Find independent cafes, health food shops and high-end butchers near your gym. Introduce yourself to the owners. Buy your morning coffee there regularly.
Once they know your face, ask if you can leave a small stack of business cards by their till. Offer them a few free personal training sessions in return. If the cafe owner loves training with you, they will tell all their regular customers about your business.
Talk to other personal trainers
Many new coaches view every other personal trainer as a fierce competitor. This mindset costs you money. Other trainers are brilliant sources of referrals if you target different niches.
If you specialise in powerlifting, make friends with a coach who specialises in pre and postnatal training. When a pregnant woman asks you for help, refer her to your friend.
When your friend meets a client who wants to compete in powerlifting, they will send them straight to you. Building a referral circle with three or four coaches in different specialities ensures you all stay busy.
Run workshops at corporate offices
Office workers represent a massive target market. They sit at desks all day, suffer from back pain and usually have the disposable income to afford premium coaching.
Contact the human resources departments of mid-sized companies in your town. Offer to run a free 45 minute workshop on improving posture and managing stress through exercise during their lunch break.
Deliver massive value during this session. Do not just pitch your services. At the very end, offer a discounted 12 week package exclusively for their staff. Speaking to 30 office workers at once is far more efficient than messaging strangers on Instagram.
Engage in local community groups
People buy from people they know and like. Getting involved in local community groups puts you in front of dozens of potential clients naturally.
Join a local running club, a cycling group or a recreational rugby team. Do not go there aggressively handing out flyers. Just turn up, participate and make friends.
When people inevitably ask what you do for a living, tell them you are a personal trainer. Offer casual, helpful advice when they mention a niggling injury or a training plateau. Over 6 months, you will naturally become the go-to fitness expert for that entire group.
Keep your new clients organised
When your networking efforts pay off, you will suddenly have an influx of new leads and clients. You must handle this growth professionally.
Dropping the ball with a referred client damages your relationship with the person who sent them to you. Fettle handles client tracking, check-ins and programmes smoothly.
Using a proper system ensures every new referral gets a premium coaching experience. When you deliver great results to a referred client, the referring physio or cafe owner will happily send you ten more.
Frequently asked questions
Should I pay referral fees to other businesses?
You can offer a small financial kickback, but a reciprocal relationship works better. Sending a physio a new patient is far more valuable to them than a £50 referral fee. Focus on trading actual clients rather than cash.
How do I approach a busy physio?
Keep your introduction incredibly short. Drop into their clinic during a quiet period, hand over your card and say you want to refer an injured client to them. Follow up with a brief email the next day.
What do I say when networking at a gym?
Never interrupt someone mid-set. Smile, say hello at the water cooler and ask how their training is going. Build rapport over a few weeks before ever mentioning your coaching services.
