3 Ways to Grow Your Fitness Business




If you’re a fitness entrepreneur, you know that growing your business is essential to your success.

There are many different ways to grow a fitness business, and in this blog post we will discuss three of the most effective strategies.

Implementing these strategies will help you reach more people and grow your business quickly and efficiently!

The A-T-M Framework

The A-T-M Framework

Growing a business could be a daunting task for newbies and seasoned entrepreneurs alike.

But if you’re equipped with the right knowledge and resources, you’ll be on your way to success.

There are only 3 ways to grow a business:

  1. More leads,
  2. More trust,
  3. More monetization.

Understanding each area gives you an advantage on how to better optimize your efforts in order to achieve business growth.

This framework is commonly known as the A-T-M Framework:

  1. Attract more leads
  2. Teach to build more trust
  3. Monetize.

Each of these three areas is essential to grow your fitness business. This framework helps you build your business model and create a business plan that covers all aspects of growth.

If your business is stalled and isn’t growing like you want it to, the trouble is one of these three buckets

Hitting revenue goals is all about making each of these 3 buckets work better

Inside of each bucket are only a few parts.

Attracting Leads is made up of:

  1. Clearly defined niche (avatar and problem).
  2. Stable and scalable lead channel (affiliate, partners, SEO),
  3. Enough actual leads coming in (monthly lead volume).

3 Ways to Grow Your Fitness Business: Attract

Trust is generated by three things:

  1. Teaching how to solve the problem (podcasts, blog posts).
  2. Sharing what it looks like to win (case studies, results).
  3. Getting good engagement (replies, clicks, opens).

3 Ways to Grow Your Fitness Business: Trust

Monetization happens when three things are in place:

  1. An irresistible offer that your best fit client drools over.
  2. Simple yet effective sales funnel (there are 3 main ones for coaches).
  3. Producing repeat buyers (recurring or additional sales).

3 Ways to Grow Your Fitness Business: Monetize

As I mentioned earlier, if your business is stalled and isn’t growing like you want it to, the trouble is one of these three buckets.

So let’s dive deeper into each of these three buckets to determine which of them is holding your back…

Attract More Leads

The first step to growing your fitness business is attracting more leads.

In addition, this method is effective in any other industries as well.

Let’s take a closer look at each one.

Growing a fitness business requires more than just providing quality services – it also requires a steady stream of new leads.

Luckily, there are a number of strategies that businesses in the fitness industry can use to attract more leads.

If you want to learn more about this method, continue reading.

Have a Clearly Defined Niche

Have a Clearly Defined Niche

One way to help attract more leads is by having a clearly defined niche. When you know who your ideal customer is and what problem they’re trying to solve, it becomes much easier to market to them and attract them to your business.

Furthermore, a clear niche can also help you stand out from the competition.

If you’re able to position yourself as the go-to fitness business for a specific type of customer, you’ll be much more likely to succeed.

So, if you’re looking to attract more business leads, make sure you have a clearly defined niche.

Have a Stable and Scalable Lead Channel

Have a Stable and Scalable Lead Channel

Any Personal Trainer, Gym or Studio owner knows that attracting leads is essential to keeping the doors open and the business thriving.

While there are many ways to attract leads, having a stable and scalable lead channel is vital to long-term success.

Fitness business owners typically use Social Media platforms, SEO lead channels, partnerships (joint ventures) and referrals to attract new leads.

Each of these lead channels has its own benefits and drawbacks, so fitness business owners must carefully weigh their options before choosing a lead channel. 

SEO led channels provide businesses with a way to reach their target audience organically. By optimizing their website and content for search engines, businesses can attract new leads without spending any money on advertising.

However, SEO lead channels can be very time-consuming and require ongoing effort to maintain results. 

Partner led channels (also known as joint ventures or strategic alliances) offer a more cost-effective solution for businesses looking to attract new leads. Fitness businesses can partner with other businesses in the industry or other businesses who service the same people you are looking to attract to your business.

I have had success with this approach with hairdressing salons, nail and beauty salons, massage and day spas and accountancy practices.

However, partners may not always be willing or able to deliver quality leads, and fitness businesses may have difficulty scaling their partner lead channel as they grow. 

Referral and Affiliate lead channels allow businesses to tap into a ready-made market of potential leads. Fitness businesses can generate referrals from existing clients as well as find affiliates who are already reaching their target audience and who have an established reputation.

However, affiliate lead channels can be relatively costly, and some local businesses may not have control over the quality of leads that are generated. 

Ultimately, the best lead channel for a fitness business will depend on its budget, target audience, and goals.

By carefully evaluating their options, fitness business owners can choose the best lead channel for their needs.

Have Enough Actual Leads Coming In

Have Enough Actual Leads Coming In

A fitness business is only as good as the leads it generates each month.

A robust lead pipeline is essential for attracting new clients and keeping the business running smoothly. Without a steady stream of leads, a personal training will quickly run out of steam.

There are a number of ways to generate leads, but a personal training business should focus on generating quality leads that are likely to convert into paying clients.

This can be done through effective lead generation strategies such as online advertising, search engine optimization, and content marketing.

By generating a consistent volume of high-quality leads, businesses can keep their sales funnel full and attract more customers over time.

Teach to Build More Trust

In order to build more trust and grow your entire fitness business, it is important to focus on teaching. This means that you should provide clear instructions and demonstrations of exercises and be available to answer any questions that clients may have.

If you’re a personal trainer, you can offer an online training or a live session on fitness studios. You can also hire a fitness professional to conduct the online training so you can focus on other aspects of your own business, such as developing marketing strategies and building a business model.

It is also important to create a supportive and positive environment, where clients feel comfortable trying new things and taking risks.

By fostering an atmosphere of trust, you can create the conditions that are necessary for growth.

In addition, it is also important to be honest with clients about their fitness levels and abilities.

By setting realistic expectations, you can help clients feel more successful and motivated to continue working with you.

Use Video Tutorials, Podcasts, and Blog Posts

Use Video Tutorials, Podcasts, and Blog Posts

One of the best ways to do this is by teaching them how to solve the problem. This can be done through video tutorials, podcasts, and blog posts.

You can make a video content of personal trainers conducting a virtual training.

By showing your clients that you’re an expert in your field, you’ll be able to build more trust with them.

They’ll know that you know what you’re talking about and that you can help them reach their fitness goals.

Share Case Studies and Results

Share Case Studies and Results

In the health and fitness industry, sharing case studies and results with clients is a great way to build trust. When clients see that you have helped others achieve their fitness goals, they will be more likely to trust you with their own fitness journey.

Furthermore, sharing your results shows that you are knowledgeable and capable of helping them achieve their goals.

Clients feel a lot more comfortable talking to fitness professionals that have a credible background in the business.

To do this, you have to hire credible personal trainers that can offer fitness advice to your potential clients. Having a reputable personal trainer is essential especially for a small fitness business, helping you secure your first few clients.

By sharing your case studies and results, you will build trust with your clients and ultimately help them reach their fitness goals.

Prioritize Good Engagement

Prioritize Good Engagement

Another proven way to build trust is to have good engagement. That means replies to client queries should be prompt, and fitness instructors should always be available to answer questions.

It also means being active on social media channels, creating content that is relevant and engaging, and encouraging customers to participate in fitness classes and events.

Social media platforms

Social media platforms such as Facebook and Twitter are great channels to interact with more clients. You can use these platforms to answer questions, give fitness tips, and share relevant news. It’s also a platform to look for a potential customer.

Good engagement goes a long way towards building trust, and that’s essential in the fitness industry. It also helps earn potential customers.

By making sure clients feel valued and heard, fitness instructors can create lasting relationships that will keep clients coming back for more.



The fitness industry is a competitive one, and fitness businesses need to be strategic in their approach to monetization.

There are a number of ways to monetize a fitness business, but the most common method is having an irresistible offer.

A personal training business can also generate revenue through personal training services, online courses, and merchandise sales.

It is important to choose the monetization strategy that is right for your business and that will help you achieve your growth goals.

Have an Irresistible Offer for Your Client

Have an Irresistible Offer for Your Client

One of the best ways to monetize a fitness business is to have an irresistible offer. This means creating a product or service that clients cannot refuse.

A great example of this irresistible offer is providing a sample virtual training hosted by your personal trainers. Having this kind of freebie allows your customers to gauge whether or not your services are worth paying for, increasing the chance of closing a deal.

It should be something that solves a problem or meets a need that your clients have.

When you have an irresistible offer, you will be able to generate revenue and grow your business.

Have an Effective Sales Funnel

Have an Effective Sales Funnel

Another way to monetize a fitness business is to have an effective sales funnel.

A sales funnel is a process that helps you to sell products or services to your clients.

It is a way to guide your clients through the buying process, from initial contact to final purchase. If you have a sales team, you should craft a sales funnel that will help them close deals.

Produce Repeat Buyers

By having an effective sales funnel, you will be able to increase your conversion rate and generate more revenue for your fitness business.

Produce Repeat Buyers

Another way to generate revenue for your own business is to produce repeat buyers. This means creating a product or service that clients will want to purchase again and again.

It could be a membership to your fitness studio, a personal training package, or an online course.

By creating repeat buyers, you will be able to generate more revenue and grow your business.

Do a Self-Assessment

Do a Self-Assessment

If you want to have a successful fitness business, it is essential to build trust with your clients.

There are a number of ways to do this, but some of the most effective methods include sharing case studies and results, having good engagement, and having an irresistible offer.

Before I start working with a prospective client, I always ask them to do a self-assessment on these three areas. The goal is to find the one that would move the needle for them the most.

By doing this, it gets them in the right mental space before working with me, introduces them to me, my team (and the way we think), and motivates them to take a solution-oriented approach to their business.

It also helps us to understand their business better, so we can help them scale faster and more efficiently.

Guide to A-T-M Method

Today, I want to share this self-assessm​ent with you. It has been created by the team at Growth Tools

Impact Assessment by Growth Tools

If you take a few minutes to think carefully about each question, it will lay foundation for your next stage of growth, because it will help you to pinpoint both the lowest hanging fruit in your business and the highest value actions you can take.

You can use this worksheet to do a self-assessment on your fitness business.

By answering these questions, you will be able to identify the areas where you need to focus your attention in order to grow your business.

Before you complete it, you may also want to watch this 10-minute training video.

It walks you through the A-T-M method in more detail and explains how you can apply each of the 3 buckets to grow your business.

Growth Tools ATM Playbook Walkthrough

This is the exact training I share with every prospective client, before I start working with them. I believe it is absolutely essential to understand in order to grow your business in a meaningful (and sustainable) way. 

So, if you’re interested in learning more about this method, it’s best to watch the training video first before proceeding with the self-assessment. 

This video will give you a better understanding of how the A-T-M method words and how to use it to your advantage.

After you watch the video, if you want help applying the ATM method to your business, give Bryan and the team at Growth Tools a call.

On it, they’ll use the framework I just outlined to help diagnose the key challenges you’re facing and outline the best next step forward for your business.

Final Thoughts

Final Thoughts

There are a number of ways to monetize a fitness business.

By having an irresistible offer, an effective sales funnel, and repeat buyers, you will be able to generate revenue and grow your fitness business.

Doing a self-assessment is also essential to help you understand your business better and identify the areas that need improvement.

By taking these steps, you will be well on your way to having a successful fitness business. 

About the author, Andrew Wallis

From two decades in the corporate world to finding my freedom in fitness, I'm known as Braveheart—a Personal Trainer turned marketing maestro for Fitness Professionals. I'm all about unlocking potential and empowering Fit Pros to grow their businesses. 'Finding Your Freedom' isn't just a mantra; it's a collective journey I embark upon with my clients.

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