Are You Still Using the Same Lead Generation Strategies as Five Years Ago?
If you’re still relying on:
You’re probably wondering why it’s not working like it used to.
Here’s what’s happening instead:
It’s Not Your Fault—But It Is Your Responsibility to Adapt
The fitness industry has changed.
Personal trainers who are still using 2018 lead generation strategies in 2025 are unknowingly making their business harder, not easier.
Here’s why:
The market is oversaturated—clients have seen the same offers over and over.
Consumers are more skeptical—they won’t sign up for just any challenge or ad.
Competition has increased—more trainers, online programs, and alternatives.
Why Some Trainers Are Thriving (While Others Are Struggling)
Now, let’s talk about why your marketing isn’t delivering results—and most importantly, what to do instead.
Why Your Fitness Marketing Isn’t Working Anymore
If you feel like getting leads in 2025 is harder than ever, you’re not imagining it.
The same tactics that used to work—six-week challenges, Meta ads, and social media posts—are delivering weaker results.
But why?
The fitness industry has evolved, and so has the way clients make decisions about who to trust with their health and fitness.
Ensuring high lead quality has become crucial in modern marketing strategies to attract and retain clients effectively.
Let’s break down exactly what’s changed—and why many trainers are struggling to adapt.
Understanding Lead Generation
What is Lead Generation?
Lead generation is the process of attracting and converting potential customers into paying customers.
It involves creating awareness and interest in your services, and then capturing and nurturing these leads until they are ready to make a purchase.
The ultimate goal of lead generation is to build a pipeline of interested prospects who can be converted into loyal, paying customers over time.
If you’re looking for a high-converting lead generation strategy, consider using quizzes and scorecards.
Tools like ScoreApp help trainers create engaging quizzes that assess client fitness levels while seamlessly collecting their contact details.
The Lead Generation Process: How to Generate Leads
Generating leads involves a series of strategic steps designed to attract and convert potential clients.
Here’s how you can streamline your lead-generation process:
1.Identify Your Target Audience:
Start by understanding who your ideal clients are. Create detailed buyer personas to represent different segments of your audience.
2. Create Awareness and Interest:
Use various channels like social media, content marketing, and SEO to reach your target audience and spark their interest.
3. Capture Potential Leads:
Offer valuable content or incentives in exchange for contact information. This could be through email sign-ups, gated content, or free trials.
4. Nurture Leads:
Engage with your leads through email drip campaigns, webinars, and virtual events to build a relationship and keep them interested.
5. Qualify Leads:
Assess the readiness of your leads to make a purchase and hand them off to your sales team for further engagement and conversion.
By following these steps, you can create a robust lead generation strategy that consistently brings in high-quality leads.
Inbound vs. Outbound Lead Generation
When it comes to generating leads, there are two primary approaches: inbound and outbound.
Both methods have their place in a comprehensive lead generation strategy.
Combining inbound and outbound tactics can help you capture leads from multiple sources and maximize your reach.
1. The Market is Oversaturated & Consumers Are Smarter
Six-week challenges? Clients have seen them a hundred times.
At one point, six-week transformation challenges were a goldmine for getting clients into gyms and online coaching programs.
Now?
- They’re everywhere. Every gym, online coach, and fitness studio has run one.
- Clients are skeptical. They associate challenges with unsustainable results and upsells.
- Retention rates are poor. Many people finish the challenge and leave without converting into long-term clients.
In an oversaturated market, generating qualified leads such as Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and Product Qualified Leads (PQLs) is crucial to ensure sustainable growth and conversion into paying customers.
2. People are tired of gimmicks—they want sustainable, long-term results.
Effective marketing efforts are crucial in meeting these client expectations by ensuring targeted outreach and clear communication of benefits.
3. Trust is the new currency—and quick-fix programs no longer build trust.
Building trust takes time and consistency.
In 2025, the fitness professionals winning the long game are those who:
If your marketing isn’t built on trust, you’ll struggle to attract (and keep) high-value clients.
Paid Ads Are a Money Pit (If You’re Not Careful)
The Reality of Meta Ads in 2025
Remember when you could spend £50 on a Facebook ad and get 20+ leads?
Those days are long gone.
Today, fitness professionals are pouring money into ads and seeing disappointing returns.
Why?
Ad costs have skyrocketed
Meta is no longer a cheap lead machine.
iOS privacy updates
have made targeting less effective.
Ad fatigue is real
Consumers are scrolling past the same generic fitness ads.
Using lead generation tools can help optimize ad spend and improve targeting by leveraging data to understand lead behaviors and preferences.
Unless you’re spending £1,000+ per month, your ads are likely wasting money.
Many fitness pros can’t afford to keep up with the increasing ad costs.
If you don’t have a strong organic brand, running ads is like pouring water into a leaky bucket.
Over the past few years, fitness professionals have relied on paid ads (Meta, Google, TikTok) to generate leads quickly.
But in 2025, ad costs have increased, targeting has become more difficult, and many trainers are seeing diminishing returns on their ad spend.
Utilizing a lead generation tool can significantly improve ROI and lead quality by capturing and managing leads more effectively.
Meanwhile, organic marketing strategies—content creation, authority-building, and email marketing—are proving to be a more sustainable and cost-effective way to attract higher-quality clients.
Here’s how the two approaches compare:
Key Takeaway: If you’re just starting out or don’t have an audience, relying on paid ads alone can be risky and expensive. A hybrid strategy—where you combine organic marketing (content & authority-building) with strategic paid ads—is often the best long-term play for fitness professionals in 2025.
Want to master organic marketing and build a sustainable business?
Check out my Fitness Business Content Marketing Playbook.
Organic & Authority-Based Marketing Wins in 2025
The most successful fitness professionals in 2025 aren’t just running ads—they’re building brands.
They’ve realized that people don’t just buy workouts—they buy from people they trust.
What Fitness Pros Are Doing Instead:
YouTube
Creating long-form content that builds trust and authority by understanding the target audience's needs and preferences.
X (Twitter) & LinkedIn
Sharing insights and thought leadership to attract high-quality clients.
Email marketing
Nurturing leads consistently and turning them into paying clients.
Why This Works Better Than Paid Ads:
Want a proven system for this?
Get my Fitness Business Content Marketing Playbook.
High-Value Clients Want More Than Just a Workout Plan
If you’re still trying to pack your schedule with low-ticket, high-churn clients, you’re fighting an uphill battle.
In 2025, successful fitness professionals are attracting premium clients who are happy to pay £500-£2000/month for:
Cheap, low-retention clients are NOT worth your time.
Here’s why:
To find high-quality clients, it's crucial to generate more leads through effective marketing strategies.
Position yourself as the expert they trust—not just another trainer selling sessions.
If you want:
You need to position yourself differently.
The fitness pros succeeding in 2025 aren’t just selling sessions or workout plans—they’re selling solutions, results, and transformation.
Identifying Your Target Audience
Creating Buyer Personas
Creating buyer personas is a crucial step in identifying and understanding your target audience.
A buyer persona is a semi-fictional representation of your ideal customer, based on real data and insights about your existing clients.
To create effective buyer personas, consider the following factors:
Demographics
Age, location, job title, industry, and other relevant details.
Behaviors:
Online behaviors, purchasing habits, and preferred communication channels.
Pain Points:
Challenges, frustrations, and problems they are looking to solve.
Goals:
What they aim to achieve, both personally and professionally.
Values:
What they care about, including their priorities and motivations.
By developing detailed buyer personas, you can tailor your lead generation efforts to resonate with your target audience.
This ensures that your marketing messages are relevant and compelling, increasing the effectiveness of your lead generation campaigns.
Understanding your target audience and creating buyer personas allows you to develop targeted marketing strategies that speak directly to their needs and interests.
This not only improves your lead generation efforts but also enhances the overall quality of your leads, leading to higher conversion rates and more satisfied clients.
Next Steps: What You Should Do Now
If you’re still relying on paid ads and quick-fix challenges, it’s time to change your approach.
Build Your Brand & Authority
Focus on content that builds trust.
Shift Away from Cheap Leads
Attract premium clients who value coaching.
Develop a Sustainable Growth Strategy
Stop relying on ad spend and short-term gimmicks.
Want a custom plan to fix your fitness marketing?
Take my FREE Fitness Marketing Impact Scorecard to see exactly where you’re leaving money on the table—and how to fix it.
Click here to get early access to the Scorecard!
What to Do Instead: The 2025 Fitness Marketing Playbook
Now that we’ve covered why old-school fitness marketing isn’t working anymore, let’s talk about what actually works in 2025.
The trainers winning in today’s market aren’t relying on six-week challenges or Meta ads.
Instead, they’re using a three-part marketing playbook that:
Let’s break it down.
1. Build a Personal Brand That Attracts Clients on Autopilot
STOP marketing like a commodity—START building your brand.
Most personal trainers market themselves exactly the same way:
Here’s the problem:
If clients can’t tell the difference between you and every other trainer, they’ll either choose based on price or convenience—neither of which is good for your business.
The Solution? Become a Recognized Expert.
Clients don’t just buy workouts—they buy from people they trust.
If you want high-quality leads who are ready to invest, you need to position yourself as a trusted authority.
Search engine optimization plays a crucial role in building this authority and attracting clients by enhancing your visibility in search engine results.
How Do You Do That? By Creating Content That Builds Trust.
YouTube
Long-form videos that showcase your expertise.
X (Twitter) & LinkedIn
Thought leadership, storytelling, and audience building.
Email marketing
Consistently nurture and convert your audience.
Why This Works:
Need help structuring your content strategy?
Grab my Fitness Business Content Marketing Playbook.
2. Build & Grow Your Email List—Your #1 Marketing Asset
Email marketing remains one of the most powerful ways to build relationships with potential clients.
Using tools like ConvertKit, personal trainers can create automated email sequences to nurture leads and convert them into paying clients.
Social media = rented land. Your email list = your property.
If your entire marketing strategy relies on Instagram, Facebook, or TikTok, you’re in trouble.
Why? Because you don’t own those platforms.
At any time:
But your email list?
How to Build & Grow Your Email List in 2025
Step 1: Create a High-Value Lead Magnet
- This could be:
- A 12-Week Strength Plan
- A Fat Loss Meal Guide
- A Mini Course on Mobility & Longevity
- Offer it for free in exchange for their email address.
Step 2: Send Weekly Value-Packed Emails
- Your list is only valuable if you nurture it.
- Aim for at least one email per week that:
- Educates (quick tips, insights, or case studies).
- Inspires (client success stories, personal lessons).
- Sells (CTA to book a call or join your program).
Step 3: Use Email to Convert Readers into Clients
- Instead of random Instagram DMs, you’ll have a system that warms up leads automatically.
- Collaborating with sales teams can further enhance lead conversion by ensuring high-quality leads are effectively nurtured through the sales funnel.
Want a full system for email marketing?
Fitness Business Email Marketing Playbook.
3. Transition from Selling Time to Selling Scalable Products
If you only get paid when you coach a session, you’re stuck in a time-for-money trap.
The Solution? Build a Productized Business.
Most personal trainers only offer 1:1 coaching, which means their income is limited by time.
If you’re still trading hours for money, you’ll always hit a ceiling:
- There are only so many hours in a day.
- Your income stops if you stop working.
- Scaling means working more—not earning more.
The solution? Diversify your offer types to include scalable products and services that increase revenue without increasing your workload.
Here’s how different offer types compare in scalability, pricing potential, and client commitment:
What This Means for You
Key Takeaway:
A smart personal trainer in 2025 isn’t just coaching one-on-one—they’re building a mix of scalable offers that increase revenue, freedom, and impact.
Need help structuring your offers?
Check out my Fitness Business Growth Playbook.
Instead of only offering 1:1 coaching, start adding scalable offers to your business.
Scalable Offers That Fit Every Stage of Business Growth:
Low-Ticket (£27-£97)
- Digital workout programs (e.g., “12-Week Hybrid Strength Plan”)
Nutrition guides & recipe packs
Done-for-you lead magnets (for trainers building their list)
Mid-Ticket (£97-£497)
- Self-paced online courses (“Master Your Strength Training at 40+”)
Group coaching memberships (£97/month recurring revenue)
Hybrid coaching programs (online workouts + live coaching)
High-Ticket (£1000+)
- VIP Strategy Calls (£1000+ deep-dive sessions)
Premium 1:1 Coaching (structured 12-16 week coaching program)
Small Group Masterminds for trainers (like my upcoming £97/month mastermind)
Why This Works:
Need help structuring your offer stack?
Get my Fitness Business Growth Playbook.
What to Do Instead: The 2025 Fitness Marketing Strategy Playbook
If you’re still relying on six-week challenges, Meta ads, or random Instagram posts, it’s time for a smarter approach.
Fitness professionals who are winning in 2025 are using authority-based marketing, content-driven lead generation, and email list-building to attract higher-quality clients without chasing leads or running expensive ads.
But what’s the best way to generate leads in 2025 without falling into the same traps?
Let’s compare the different lead generation methods and see which ones are most effective in today’s fitness industry.
Lead Generation Methods That Work in 2025
Key Takeaways
Paid ads can still work—but they should be used strategically, not relied on.
Organic marketing (content, email, SEO) builds long-term trust and attracts better clients who are pre-sold before they even reach out.
Referral & partnership strategies help trainers tap into existing networks for faster client acquisition.
Now that we know what works best, let’s break down exactly how to implement these strategies so you can start attracting higher-quality clients today.
1
Build Your Personal Brand
Start attracting high-quality leads.
2
Grow Your Email List
Own your audience and nurture them effectively.
3
Transition to Scalable Offers
Stop trading time for money.
Want a custom plan to fix your fitness marketing?
Take my FREE Fitness Marketing Impact Scorecard to see exactly where you’re leaving money on the table—and how to fix it.
Click here to get early access to the Scorecard!
Your Next Steps: Take Action & Future-Proof Your Business
At this point, you’ve got two choices.
If you’re ready to take control of your fitness business and future-proof it for long-term success, here’s your action plan.
Step 1: Audit Your Marketing Strategy
Before you can fix what’s not working, you need to get clear on where you’re currently stuck.
Ask yourself:
- Are you still relying on six-week challenges and Meta ads for leads?
- Do you struggle to attract high-quality clients willing to invest in long-term coaching?
- Is your marketing unpredictable—some months great, others a total ghost town?
If you answered yes to any of these, it’s time for a new approach.
Step 2: Shift to Authority & Email Marketing
If you want to generate consistent leads without relying on ads, you need to:
Build authority through content – Your audience should see you as the expert, not just another trainer.
Use email marketing to nurture leads – Convert casual followers into paying clients.
Position yourself as a trusted guide – People buy from those they trust, not from random fitness ads.
Need a step-by-step plan?
Grab my Fitness Business Content Marketing Playbook.
Step 3: Productize Your Knowledge
If you’re still trading hours for money, you’re limiting your income and growth.
Instead of just selling 1:1 coaching, create scalable offers that allow you to:
- Serve more clients without working more hours
- Generate consistent revenue—without constantly hunting for new leads
- Have more freedom and flexibility in your business
Need help structuring your offers?
Check out my Fitness Business Growth Playbook.
Want a Custom Plan?
Every trainer’s business is different. The key is knowing exactly where your marketing gaps are and fixing them.
That’s why I’ve created the Fitness Marketing Impact Scorecard.
This FREE Scorecard will show you:
- Where your lead generation strategy is falling short
- How to increase inbound leads without running paid ads
- The exact steps to improve your marketing and attract premium clients
Click below to get early access and start optimizing your business today!
Take the Free Scorecard Now
FAQ:
Personal trainers in 2025 generate leads through content marketing, authority-building, and email list growth rather than relying solely on paid ads. Platforms like YouTube, LinkedIn, and X (Twitter) help establish expertise, while lead magnets and email sequences convert followers into paying clients.
Facebook ads can still work if they’re part of a well-structured funnel, but ad costs are rising and conversions have dropped. Many trainers are shifting to organic marketing and email list-building as a more sustainable and cost-effective alternative to paid ads.
High-value lead magnets that work well in 2025 include:
- A free workout plan (e.g., “12-Week Strength Guide for Busy Professionals”)
- A nutrition guide or meal plan (e.g., “Fat Loss Meal Plan for Active Professionals”)
- A short video series or webinar (e.g., “Mastering Mobility in Your 40s”)
These capture emails and position trainers as trusted experts.
Retention improves when trainers focus on:
- Providing accountability & community support
- Offering structured long-term programs (6-12 months)
- Using regular email check-ins and progress tracking
- Creating a VIP client experience with premium coaching
When clients feel supported and part of a journey, they stay longer and invest more.
