Strategies for Starting a Personal Training Business

Today’s fitness industry is being shaped in many ways by entrepreneurs, whether it’s boutique business owners or pros who built a thriving career training clients online coming out of the pandemic. The opportunities are endless for people seeking to craft their own businesses, reach new audiences and serve their communities (even if that community is global). Do you have a vision for the path you’d like to forge as a business owner?

If so, it’s vital that you develop the needed business skills before breaking out on your own. A passion for fitness and for helping people improve the health and wellness is essential, but it’s not enough to drive long-term success. Aspiring entrepreneurs must master the following skillsets—or align themselves with professionals or support services in these areas:

• Financial management
• Budgeting and business planning
• Branding and marketing
• Sales management
• Leadership

To begin the process of better defining yourself as a professional and business owner, consider the following five-step process:

Step 1: Draft Your “Why” Statement

I will (the service you will provide) _____________________________________________ for (the type of client you will serve) ________________________________________so they can (how they will succeed) ___________________________________________.

Be very thoughtful in drafting a succinct and specific “why” statement, as this will serve as the foundation for each the subsequent steps.

Step 2: Consider Legal and Operational Questions

Protecting your brand and establishing credibility requires forethought and planning, so be sure to:

• Conduct market research
• Create a business plan
• Fund your business
• Choose and establish your business structure
• Establish the business name and register it for licenses and permits
• Get proper insurance
• Obtain tax identification numbers
• Define your fee structure
• Build a website or online presence
• Open your business!

Step 3: Market Your Business

Having a solid marketing plan is crucial for building brand awareness, attracting clients and establishing credibility. It’s important to note that marketing is an ongoing process throughout the life of your business. To kickstart your marketing plan, pinpoint your target audience, identify the best marketing channels (including social media) and develop brand messaging that is compelling and highlights your value.

Step 4: Understand Your Client’s Motivations

The best way to improve your clients’ long-term adherence to an exercise program (and commitment as a long-time customer) is to understand their motivations for seeking out your services in the first place. Based on your “why” statement, you should have a solid understanding your core audience. The question at this step is, what are they hoping to gain from their experience with you and your business?

To gain that knowledge, use OARS skills (open-ended questions, affirming, reflecting and summarizing) to facilitate deeper conversations with your clients and uncover each of their individual “whys”—or the reasons they are interesting in getting more fit and improving their health—so that you can provide individualized programming to each client.

Step 5: Make It Sustainable

By considering long-term goals early in the business-building process, you can better align your values and aspirations with the practical day-to-day process of owning and operating a business. A clear vision and a strategic vision for long-term growth are foundational elements of being an entrepreneur, so be sure to take the time to envision a future where you are successful and fulfilled, and then figure out what it will take to get there.

Final Thought

No one person can fulfill every role required to be a success business owner, so be sure to find support that bolsters your weaknesses and enhances your strengths. Even if you’re a solo entrepreneur, you don’t have to do it alone.