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STEP-BY-STEP GUIDE TO STARTING A PERSONAL TRAINING BUSINESS
STEP-BY-STEP GUIDE TO STARTING A PERSONAL TRAINING BUSINESS
This article will provide nine tips for starting an independent personal training business. Keep in mind that starting a business is a lengthy process with several legal considerations that must be addressed, so there are many nuances that will not be covered within this guide. With that said, let’s dive in!
No matter which field you work in, being an entrepreneur and/or starting a business requires a lot of energy and effort; nowhere is this more true than in the fitness industry. When it comes to promoting a fitness business and attracting customers, it will take time to grow and develop a reliable client base to serve as a foundation to a functioning personal training business.
Allow between 3-6 months as a minimum to establish a consistent revenue stream through a personal training business. When launching a personal training career, whether, in person or online, it is unlikely that potential clients will simply show up to your business. You will need to develop at attitude of hard work and determination to continuously reach out and draw customers towards your PT business.
Starting a personal training business means you’re not going to be working for an employer and instead will become a freelance business man/woman. Prior to starting, it would be wise to research whether it is worth your time and resources to set up your PT business as a sole trader (all personal assets are liable if the business fails) or as a limited liability company (which separates your personal assets from that of your business). The rules associated with these different business structures will likely vary from country-to-country. Invest sufficient time to research what would work best where you are located.
Where will you provide personal training services? Will you be renting the usage of a fitness facility, running a mobile PT service, or delivering session online? Which ever option you choose, it will be necessary to invest in public liability insurance to financially protect your business. Insurance should cover legal and medical fees in the case a client or even the trainer become injured during a PT session.
When seeking for the right fitness facility to base your personal training services within, there are five helpful questions to consider before making a decision.
- What additional support, if any, will the club offer to personal trainers who pay rent to use their fitness facilities?
- Will you have the opportunity to connect early with newly registered club members?
- Will you be able to market your PT services directly to existing club members?
- Will you be allowed to bring external, non-member clients into the gym just for PT sessions with you?
- How well is the fitness facility managed and maintained overall? Is this a location/business you wish to be associated with?
If you decide to run a mobile personal trainer business, it is likely you will need to invest in some exercise equipment to use with your clients. Appropriate equipment that is easy to transport should be top of your wish list. Examples of suitable equipment could include:
- Medicine balls
- Resistance bands
- Suspension trainer
- Kettlebells
- Adjustable dumbbell
- Body bars
- Stability ball
- Mats
This is not an exhaustive list, but provides some ideas of the type of equipment that can serve a travelling PT well.
If you’re going to offer online personal trainer programmes, how will you market your services and deliver the workouts? Will you sell fixed, progressive programmes or provide coaching through an online video service? This may be delivered through the use of popular apps like Zoom, Teams, WhatsApp, or Facebook Live.
Technology has now made it possible for personal trainers to provide fitness solutions to clients anywhere in the world as long as they have a high-speed internet connection and space to exercise in. Like any other business, there is tremendous opportunity in online coaching. However, there are some differences between delivering face to face and delivering online that will need to be adjusted for, so it may take time to master this delivery option and be successful.
It is essential that you can clearly define the characteristics of your intended target market? Who are the kind of clients that will receive the most significant benefit from your services? The following demographic characteristics are worth identifying:
- Age category
- Gender preference
- Social status
- Employment sector
- Income level
- Geographical location
- Personal interests
- Social interests
- Exercise preferences
For example, offering muscle-sculpting programmes in an area with a large population of older adults may not resonate with that audience. Whereas providing programmes that optimise healthy movement and moderate physical activity may be just right! Take some time to brainstorm a target demographic then identify the most effective method for communicating with them to attract and earn their business.
It is essential to determine how to effectively communicate with your intended target market so that they are aware of and resonate with your personal training business. Creating an appropriate brand identity can help to communicate with potential clients.
‘Top-of-mind’ brand recognition refers to the businesses that come to mind instantly when you stimulate thoughts of a specific product or service. For example:
- Soft drinks = Coca-Cola, Pepsi, or Red Bull
- Cars = Toyota, Volkswagen, or Ford
- Activewear = Nike, Adidas, or Puma
Whilst a small personal training business is not likely to generate global recognition like the brands identified above, it is possible to become the personal trainer of choice in your local area, region, or within a specific training niche. Effective branding of your business, products and services will help to strengthen awareness and brand recognition.
Creating an effective marketing plan is a necessary part of generating client leads. Marketing may include a broad range of different activities, such as:
- Paid advertising
- Email marketing
- Social media content
- Blogging
- Video content marketing
- Podcasting
- Complimentary events or activities
- Charitable activities
Matching your marketing methods with the intended target audience will help to ensure that you invest the majority of your marketing time and effort in areas that are likely to place your marketing activities in front of your target customers.
CONCLUDING THOUGHTS
Running a business always carries risk, there is never a 100% guarantee of success. If you have the determination, put in the hard work, and diligently apply these nine steps, then you will increase your chances for a rewarding and potentially lucrative career as a fitness professional. Running your own business requires that you become a keen student of business, sales and marketing so that you can continually improve your ongoing methods and practice, becoming more efficient and effective the longer you are in business.
Alternatively, if you choose to be an employed PT in a health club or fitness studio, then they should have in-house training and development programmes in place that will educate you to be successful within their established business operations. The fitness manager will also be present to support you as you establish your regular client base. Also, seek to learn from the more experienced, established personal trainers on how to be successful within the established business model.
ONE LAST THING TO CONSIDER
If you plan on opening your own fitness facility, it will require significantly more preparation and planning, including finding the best location and property, hiring the right contractors for the internal building development, and sourcing the right fitness equipment supplier. Therefore, these guidelines are best suited to those who are considering freelance personal training while renting space in a fitness facility, working as a mobile trainer, or offering online coaching programmes.