Are you a personal trainer looking to build a strong personal brand and attract more clients?

In this episode of Fitness Marketing Blueprints, we'll share tips and tricks on how to create a personal brand that sets you apart from the competition. Learn how to define your niche, be authentic and consistent, and provide value to your audience. We'll also discuss specific strategies like creating a professional website, leveraging social media, and collaborating with other industry professionals. Whether you're just starting out or looking to take your personal training business to the next level, tune in now and get the tools you need for long-term success!

You'll learn how to:

  • Define Your Niche: Identify a specialized area within personal training that aligns with your skills and values, allowing you to tailor your marketing message for your target audience.
  • Create a Professional Website: Craft a visually appealing and user-friendly website showcasing your services, pricing, testimonials, and a clear call to action to attract potential clients.
  • Leverage Social Media: Utilize active engagement on relevant social media platforms to share valuable content, connect with your audience, and establish your presence in the industry.
  • Provide Value: Deliver consistent value by sharing exercise and nutrition tips, motivational content, and success stories to position yourself as an expert and gain trust from your audience.
  • Network and Collaborate: Expand your influence by networking with peers in the fitness industry, collaborating on projects, and participating in events to reach new audiences and enhance your personal brand.

Episode Transcript

EP.25: How to Build a Strong Personal Brand as a Personal Trainer: Tips and Tricks

[Opening Music]

Andrew: Hello, and welcome to Fitness Marketing Blueprints, the podcast where we help fitness professionals like you market themselves and grow their businesses. I'm your host, Andrew, and today we're going to talk about building a strong personal brand as a personal trainer. We'll be sharing tips and tricks to help you create a brand that sets you apart from the competition and attracts more clients.

[Music fades out]

Andrew: As a personal trainer, your personal brand is everything. It's how you differentiate yourself from other trainers and how you attract new clients. But what exactly is a personal brand, and how do you create one?

[Tip of the Week Music]

Andrew: But first, let's start with our tip of the week. Today's tip is to define your niche. Defining your niche is crucial to building a strong personal brand. It sets you apart from other professionals by identifying your unique selling proposition (USP). To find your niche, consider your skills, experience, personality, and values. 

For instance, as a personal trainer, you may specialize as an exercise referral specialist and work with clients who have challenging fitness needs, or that need more specialized guidance. 

Or like me you might enjoy running sessions outside of a traditional gym environment, then offering mobile PT is a niche you should consider. 

Focusing on your niche enables you to craft the perfect marketing message that resonates with your ideal target audience and ultimately attracts clients who are a perfect fit for your services as well as helps you create a recognizable personal brand.

[Tip of the Week Music Fades Out]

Andrew: Now, let's dive into our main topic. When it comes to building a strong personal brand as a personal trainer, there are a few key things to keep in mind.

1. First, you need to be authentic. 

As a personal trainer, being authentic is crucial because it establishes trust and credibility with your clients. Your personal brand should be an extension of your true self and communicate what sets you apart from other trainers. Authenticity allows you to connect with clients on a deeper level and build long-lasting relationships that can lead to repeat business and referrals. It also helps you attract the right kind of clients who share your values and vision for health and fitness.

Here are a few examples of personal trainers who have built strong personal brands by being authentic:

  1. Kayla Itsines: Kayla Itsines is a personal trainer and fitness influencer who rose to fame through her Bikini Body Guides (BBG) workout program. Her personal brand is centered around her passion for helping women achieve their fitness goals and her own personal journey to health and wellness. She often shares personal stories and photos of herself on social media to show that she is relatable and authentic. Kayla's brand message is all about empowering women to feel confident and strong in their bodies, and this authenticity has helped her build a loyal following of millions of women around the world.
  1. Gunnar Peterson: Gunnar Peterson is a renowned personal trainer who has worked with a wide range of high-profile clients, including A-list celebrities and professional athletes. What sets him apart from others in the industry is his authentic approach to fitness and nutrition. Rather than relying on gimmicks or fads, Gunnar emphasizes the importance of hard work, consistency, and a balanced diet. He's known for his practical tips and no-nonsense approach to training, which has helped him gain a loyal following among those seeking honest and effective advice.
  1. Jillian Michaels: Jillian Michaels is a personal trainer and wellness expert who is best known for her role as a trainer on the hit TV show "The Biggest Loser." Love her or loathe her, her personal brand is built around her tough-love approach to fitness and her commitment to helping people make lasting changes in their lives. Jillian is known for being unapologetically herself and speaking her mind, which has helped her build a loyal following of fans who appreciate her honesty and authenticity. Her brand message is all about pushing yourself to be your best and not settling for mediocrity, which has resonated with millions of people around the world.

These personal trainers have built strong personal brands by being authentic and true to themselves. By sharing their personal stories and values, they have been able to connect with their audiences on a deeper level and build trust and credibility. 

2. Secondly, you need to be consistent. 

Consistency is key to building a strong personal brand as a personal trainer. This means presenting a clear and coherent image across all communication channels, including social media, websites, and in-person interactions with clients. It involves using consistent messaging, visual branding, and tone of voice to ensure you're easily recognizable and memorable to potential clients. Being consistent also means creating a seamless experience for clients, delivering on marketing promises, being reliable and supportive, and building trust and credibility.

Here are a few examples of personal trainers who demonstrate consistency in their actions:

  1. Tony Horton: Tony Horton is a personal trainer and fitness expert best known for his P90X workout program. His personal brand is built around his expertise in fitness and his commitment to helping people achieve their fitness goals. Tony demonstrates consistency in his actions by delivering high-quality content consistently, both in his workout programs and through his social media channels. He is also known for his energetic and motivational personality, which is consistent across all his communication channels.
  1. Tracy Anderson: Tracy Anderson is a personal trainer and fitness entrepreneur who has worked with celebrities such as Gwyneth Paltrow and Madonna. Her personal brand is built around her innovative workout programs and her dedication to helping women achieve their ideal body shape. Tracy demonstrates consistency in her actions by delivering consistent results to her clients, both in person and through her online workout programs. Her messaging is also consistent across all her communication channels, with a focus on empowering women to feel confident and strong in their bodies.
  1. Chris Powell: Chris Powell is a personal trainer and TV personality best known for his role as a trainer on the show "Extreme Weight Loss." His personal brand is built around his expertise in helping people transform their lives through fitness and nutrition. Chris demonstrates consistency in his actions by being reliable and punctual, and by delivering on his promises to his clients. He is also known for his supportive and motivational approach, which is consistent across all his communication channels.

3. And finally, you need to provide value. 

Providing value to your audience is a critical element of building a personal brand as a personal trainer. While promoting your services is essential, you need to focus on offering something more to your audience. Providing value means sharing helpful content, engaging with your followers, and offering free resources and advice to build trust, establish your authority, and create a community of loyal clients.

Here are two examples of helpful content that personal trainers can provide to their audience:

  1.  Exercise and nutrition tips: Personal trainers can share tips on exercises and nutrition to help their audience improve their health and fitness. This can include information on the best exercises for specific body parts, how to perform exercises correctly, and tips for healthy eating and meal planning.
  1. Motivational and inspirational content: Personal trainers can also provide motivational and inspirational content to their audience to help them stay on track with their fitness goals. This can include quotes, success stories, and tips for staying motivated during challenging times.

And here are two examples of personal trainers who provide immense value to their audience:

  1. Cassey Ho (@blogilates): Cassey Ho is a certified Pilates and fitness instructor who has built a successful personal brand through her YouTube channel and social media platforms. She provides immense value to her audience by sharing workout videos, healthy recipes, and motivational messages. She also created the POP Pilates workout program and offers free resources, such as workout calendars and challenges, to her followers.
  2. Bret Contreras (@bretcontreras1): Bret Contreras is a strength coach and author who has a strong social media presence and creates valuable content for his audience. He is known as the "Glute Guy" and provides in-depth knowledge about glute training and exercise science. He shares helpful content, including workout tips, research studies, and Q&A sessions with his followers. He also offers online coaching and has written several books on fitness and strength training.

So, how do you build a strong personal brand as a personal trainer? Here are some tips and tricks to help you get started:

1.  Define your niche. 

We've already covered this in our tip of the week, but it bears repeating. Your niche is what sets you apart from other trainers and helps you attract the right clients. The personal training industry is vast and diverse, with numerous niches and specialties to choose from. 

Here are some popular niches within the personal training industry and examples of successful personal trainers in each of these niches:

Bodybuilding and Strength Training: Personal trainers in this niche focus on helping clients build muscle mass, increase strength, and improve overall fitness levels. Some successful personal trainers in this niche include:

  1. Ben Pakulski: A former professional bodybuilder and fitness coach who helps clients build muscle mass and strength through his MI40 training program.
  2. Layne Norton: A powerlifter and bodybuilder who helps clients improve their strength and physique through his coaching and nutrition programs.

Weight Loss and Transformation: Personal trainers in this niche help clients achieve significant weight loss and transformation goals. Some successful personal trainers in this niche include:

  1. Drew Manning: Drew Manning is a personal trainer and author who gained and then lost 75 pounds to better understand his clients' struggles with weight loss. He now offers his expertise through his online coaching program and books, including his New York Times bestseller "Fit2Fat2Fit."
  2. Autumn Calabrese: Autumn Calabrese is a personal trainer and creator of the 21-Day Fix program. She specializes in helping clients achieve weight loss and fitness goals through a combination of exercise and nutrition.

Online Coaching and Training: Personal trainers in this niche offer coaching and training services entirely online, often through customized workout and nutrition plans. Some successful personal trainers in this niche include:

  1. David Smith: David Smith is a personal trainer who helps others achieve their weight loss goals through his coaching and motivational speaking.
  2. Jeff Cavaliere: A physical therapist and strength coach who offers online coaching and training programs through his Athlean-X brand.

By specializing in a particular niche and becoming an expert in that area, personal trainers can attract clients and build a successful personal training business.

2. Create a professional website. 

Your website should be the hub of your personal brand. It should be well-designed, easy to navigate, and reflect your unique style and branding. Make sure to include information about your services, pricing, testimonials, and a clear call to action. Here are some successful personal training websites:

  1. Aaptiv: A popular online personal training and fitness platform with a modern, easy-to-navigate website featuring video showcasing the app, bright colors, and clear sections for different types of workouts and training programs.
  1. KaisaFit: A personal training brand founded by a fitness influencer and certified personal trainer, Kaisa Keranen, with a clean and minimalist website design that includes a prominent call-to-action to sign up for her newsletter, clear sections for training programs and online shop, and blog section with helpful fitness and nutrition content.
  1. Alchemy 365: A boutique fitness studio with a bold, energetic website design featuring a video showcasing their training philosophy and community, a bright color palette, clear sections for training programs, membership options, fitness and lifestyle content, and a shop section with branded merchandise. 

3. Be active on social media. 

Social media is a powerful tool for building your personal brand. Choose the platforms that your target audience is most active on and create consistent, engaging content. Use hashtags, respond to comments, and connect with other industry professionals to expand your reach. Here are some personal trainers who have mastered the art of creating consistent, engaging content that resonates with their target audience, building massive followings, and establishing themselves as thought leaders in the industry.

  1. Emily Skye (@emilyskyefit) - Emily Skye is a personal trainer and fitness influencer with over 2.5 million followers on Instagram. She provides a variety of free resources to her audience, including workout programs, nutrition guides, and motivational content. Emily has also written a book and developed her own fitness app.
  1. Massy Arias (@massy.arias) - Massy is a certified personal trainer and fitness influencer who has amassed over 2.6 million followers on Instagram. She shares a mix of workout routines, healthy recipes, and motivational messages, along with personal anecdotes and insights into her own fitness journey. Massy is also known for her positive and empowering messages, particularly around body positivity and mental health.
  1. Joe Wicks (@thebodycoach) - Joe is a personal trainer and best-selling author known for his 90-day fitness and nutrition plan, The Body Coach. With over 4 million followers on Instagram, Joe creates consistent and engaging content by sharing healthy meal ideas, workout routines, motivational messages, and success stories from his clients. He also hosts live workout sessions and challenges on social media, encouraging his followers to join in and stay active.

Number four, leverage your expertise. As a personal trainer, you possess a wealth of knowledge and expertise in your field, and one of the best ways to establish yourself as an authority and provide value to your followers is by creating free resources. These resources can take various forms, such as e-books, webinars, blog posts, and podcasts, among others. By providing free resources, you not only help your followers learn and grow but also establish yourself as a trusted and knowledgeable source in the industry.

  1. For example, many successful personal trainers have created e-books that focus on specific topics, such as nutrition, strength training, or weight loss. These e-books can be shared with their followers for free or sold as a product. An excellent example of this is Kayla Itsines, an Australian personal trainer who has created a series of e-books called the Bikini Body Guides, which are designed to help women achieve their fitness goals.
  1. Another successful resource is webinars, which allow personal trainers to connect with their followers in real time and provide valuable insights and tips. For example, Jordan Syatt, a strength coach and personal trainer, regularly hosts webinars on topics like nutrition, training, and mindset, which are available to his followers for free.
  1. Finally, blog posts and podcasts are also popular resources that many personal trainers use to share their knowledge and insights with their followers. For example, Tony Gentilcore, a Boston-based personal trainer, has a popular blog where he writes about strength training, mobility, and injury prevention, while Ben Greenfield, a renowned biohacker and personal trainer, hosts a popular podcast where he interviews experts on topics like nutrition, fitness, and longevity.

4. Finally, network and collaborate with others. 

Don't be afraid to reach out to other industry professionals, from other personal trainers to nutritionists and wellness coaches. Collaborating on projects and events can help you expand your reach and build your personal brand.

[Q&A Music]

Andrew: And now, it's time for our Q&A session. This week's question comes from Mike in California. Mike asks, "How do I build my personal brand if I'm just starting out as a personal trainer?"

Great question, Mike. If you're just starting out, focus on developing your message and visual identity first. Think about your USP and who your target audience is. Then, create a logo and website that reflects your brand message and resonates with your target audience. From there, focus on building credibility and establishing a reputation for results through client testimonials and success stories.

[Q&A Music Fades Out]

Andrew: That's all for today's episode of Fitness Marketing Blueprints. I hope you found this information helpful in building a strong personal brand as a personal trainer. Don't forget to subscribe to our podcast for more tips and strategies for marketing.

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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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