how to make a personal trainer business plan

Create a Personal Trainer Business Plan in Six Steps

My personal training career began, as so many do, at a big box gym.

I worked my way up to management, then regional management, and eventually struck out on my own. Soon I opened a small gym, which progressively grew into a bigger gym over the next six years.

A natural evolution maybe, but no accident. It happened because I had a plan.

A business plan helps you stay focused. It puts you in control, leading you where you want to go, so you’ll end up happier and wealthier.

Yet lots of trainers don’t think to make one, or assume they don’t need one. You do. Taking the time to carefully craft a business plan can give you an edge, regardless of where you are in your career.

To help you get started, I’ve outlined a personal trainer business plan template with six basic steps:

Step 1: Write your mission statement

Step 2: assess the fitness industry and your competition, step 3: map out your revenue streams, step 4: plan for operating costs, step 5: create your sales and marketing plan, step 6: honestly assess your risk.

We’ll hit each of those in a moment, and share a downloadable worksheet for you to craft your own business plan. But first, you probably have a few questions.

What is a personal trainer business plan?

A personal trainer business plan is a written description of your business’s future. Think of it as your North Star. It will help guide every aspect of your business: services, products, people, location, competition, costs, and income.

Who needs a personal trainer business plan?

Anyone who makes a living as a personal trainer. Don’t wait until you’re self-employed. It’s never too early to think about your future trajectory, even if you’re still a gym employee.

What is a personal trainer business plan used for?

A business plan articulates what you do and why you’re doing it. Having it in writing helps you stay focused.

But depending on your needs and goals, you might also use it to impress potential investors, attract employees or customers, or deal with suppliers.

How long should a personal trainer business plan be?

A typical plan is about 10 to 20 pages, but there’s a lot of room for variation. It can be as simple as a few notes on the back of an envelope, or as complex as 50 pages with detailed projections and analysis.

What’s the purpose of your plan? If you’re trying to score financing, err on the longer side. But if it’s just for you, make it as brief or detailed as you like.

How do you start?

Easy: Just write. Tailor the language to your prospective audience. If you’re writing the plan for yourself, make it as casual as a conversation with a friend. If you’re writing it for a bank or private investor, be more formal. If it’s for clients, be professional, avoiding jargon or slang.

I remember agonizing over my first business plan, making a million revisions. I felt stuck because, as hard as I tried, my plan wasn’t perfect yet.

Then I realized something: Perfection isn’t possible, and you can’t let the pursuit of it keep you from moving forward.

The goal is to think about your personal training business in a more mature way. As you move through your career, stretching your abilities and learning from mistakes, you’ll gain the perspective you need to refine it.

Put another way, as you get better, your plan will too.

Personal trainer business plan template

This is two or three sentences explaining what your company aims to do, and why: “I help THIS group of people do X, Y, and Z. And this is why I do it.”

Don’t skip the second part. Clarifying why you do what you do is essential for setting your business apart. It starts with two things:

• Your core values
• Your training philosophy

Core values are your personal beliefs: who you are, and what you stand for. Your training philosophy is what you believe about training.

Why is training people important to you? Why is the demographic you work with important? What are the two or three most important things you believe about training that are nonnegotiable?

If you can answer those questions, you’ll have a much easier time conveying your value to others, and creating a coaching avatar that helps people connect with you.

READ ALSO:   How to Get More Personal Training Clients

Before you can figure out where you fit in in the fitness industry, you first need to know what that industry looks like. That takes research into the two most relevant market tiers for fitness pros:

To understand what’s happening locally, hop online and look up all the gyms and fitness facilities in your area. Visit a few. Talk to the locals, and pick their brains about what they’re interested in and why they chose their current gym. Gauge sample size.

For a national perspective, you could turn to Google.

Now think about where you fit in, both locally and nationally. What gap do you fill? What do you offer that someone needs but no one else provides? An honest assessment of your strengths and weaknesses will help you find those answers.

Finally, determine your biggest threat. Think you don’t have competition? You do. Look at it this way: In the absence of your product or service, how do people fill that void? Where do they go? What do they buy? That’s your competition.

This one is simple. Just answer one question: How are you going to deliver your service? Will you train clients one-on-one, and also lead a group class a couple times a week? Or will you do small-group training at your gym, and supplement your income with online training ?

Start with only one or two income sources, and see how they work (or don’t work). Maybe you’ll find that one (like online training) generates enough revenue for you to focus on it exclusively. Maybe you’ll find that another (like teaching group classes at 6 a.m.) doesn’t pay well enough for you to continue. Maybe you’ll have so much success with one demographic or style of training that you’ll decide to create and sell a product related to it.

But don’t feel you have  to add revenue streams. Some of the most successful businesses in the world offer only one or two products. A sharp focus lets you excel at one thing. Sometimes that’s better than being kinda good at several.

READ ALSO:   Avoid These Mistakes When Building an Online Training Business

Jot down all the expenses you need to run your business: rent, equipment, insurance, software, business license, and any administrative fees. Add it all up, and you get your operating costs, the minimum income you need to exist. Keep in mind that some percentage of that income will go to taxes .

Now tackle revenue projections. Make a high-low chart, with one column for worst-case scenario, and another for best-case.

Your best-case scenario is what would happen if you absolutely crushed it, and kept a full book of paying clients all year. Your worst-case is the opposite, the least amount you would make if things don’t go according to plan.

Comfortable with those numbers? If not, rejigger the plan until you are.

READ ALSO:   How Your “Freedom Number” Can Give You the Opportunity to Fail

At Fitness Revolution  (where I work), we have something called the Triple-A Marketing Method : Assets, Arsenal, Action plan. Here’s how it works.

• Start with your assets—your skills, talents, and strengths. Maybe you’re really good at videos, or you’re great face to face.
• Now determine your arsenal, the tools you’ll use to deploy those skills. If videos are your thing, social media might be the way you share them. If talking to people is your strength, focus on networking.
• Finally, create an action plan, taking care to define exactly how often you’ll deploy those resources. Maybe you’ll post a new video every week, or attend a networking event once a month.

Over time, you’ll refine this section as you figure out what works and what doesn’t. But this is a good start.

There’s a reason why, in Step 4, I had you draw up a worst-case scenario alongside your sunniest projection. Too many personal trainers are overly optimistic, and write up business plans that assume things will always be awesome.

The problem with projecting 365 days of sunshine is that you’ll be blinded by the imagined glare. You won’t be ready for the bootcamps that get rained out, the clients who move on, the rent that goes up, or the car that breaks down.

Try pretending it’s your friend’s business plan. What would you say to that friend? Even better: Seek feedback from a fitness industry mentor or someone whose business advice you value. A neutral expert can give you much-needed perspective on the realities of running a business in an often-unpredictable world.

That brings us to risk. How much risk is written into your plan, and how much can you tolerate?

If you’re just starting out, your risk tolerance is probably pretty high, simply because you have less to lose. You could also pivot and try something else if your plan doesn’t work out.

But as your business grows, and you have more people who depend on you, the decisions will be harder, and your appetite for risk will probably drop.

Ready to get started? Click here to download our free Personal Trainer Business Plan worksheet.

What happens now?

A business plan is never complete. Even if you never need a detailed, professional version for investors, and you’re the only one who ever sees it, it’s still something you revisit as needed.

Every time your business shifts direction, your financial outlook changes, or you launch a new product, you’ll need to revisit your business plan.

But you don’t have to wait for a major change. Even a successful plan will eventually run its course, and need to be updated. If you think it’s time to revisit your plan, you’re probably right.

David Crump

David Crump is a personal trainer, industry-recognized speaker, and fitness business consultant who helps other fitness professionals grow their business. He is the training and content manager for Fitness Revolution, where he oversees continuing education and all things start-up related. He has helped open at least seven independent fitness facilities in addition to his own, which he ran for six years. You can keep up with him at his website or on Facebook .

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Personal Trainer Business Plan

Things to Consider Before Writing a Personal Trainer Business Plan

Do your research.

Research is an extremely important aspect of starting any business. It helps you understand what you are getting yourself into. It helps you understand every aspect of your data better and make better strategic decisions as per the same.

Hence, conducting market research before getting started is important.

Know your target market

Knowing what your customers want , who they are, what influences their decision, how they do they avail services, and even what social media sites they use the most is important to serve your target audience better.

Hence, try to know as much as possible before getting started. It helps you have an edge over everyone else.

Decide upon a business structure

You could either set up a facility or start providing services at your client’s home, but having a business structure is essential. Your business structure would decide the amount you pay in taxes, the paperwork you’ll have to do, as well as the liability on your personal assets.

Look into all options you have and pick the structure that fits your business needs the best.

Pick the type of services you’ll provide

You can either provide services from a facility, at home, or even through online mediums now. Consider what fits your client’s and business needs the best before picking the type of your services.

Each type of service has its pros and cons. Hence, it is important to consider what type of services you should go for before getting started.

Write Your Business Plan

Having a business is in no way a cakewalk. From managing your finances to promoting your services you’ll need a plan for everything.

Reading some sample business plans will give you a good idea of what you’re aiming for and also it will show you the different sections that different entrepreneurs include and the language they use to write about themselves and their business plans.

We have created this personal trainer business plan example for you to get a good idea about how a perfect personal trainer business should look like and what details you will need to include in your stunning business plan.

Personal Trainer Business Plan Outline

This is the standard personal trainer business plan outline which will cover all important sections that you should include in your business plan.

• Market Validation
• Short-Term (1 -3 Years)
• Long Term (3-5 years)
• Mission statement
• Keys to success
• Fitjets – 3-Year Financial Highlights
• Company Ownership/Legal Entity
• Interior Operating Facilities
• Hours of Operation
• Startup summary
• Exercise Instruction and Demonstration
• Fitness Consultation
• Planning & Monitoring Exercise Programs
• Planning & Monitoring Nutrition Programs
• Customer Service
• US Fitness Market Size
• Market Trends
• Online Fitness Market Trends
• Fitjets Market Distribution
• Comparison Table
• Competitive Advantage
• SWOT analysis
• Marketing and Promotion Programs
• Positioning Statement
• Marketing Channels
• Pricing strategy
• Organization chart
• Management Team
• Hiring plan
• Important Assumptions
• Brake-even Analysis
• Profit Yearly
• Gross Margin Yearly
• Projected Cash Flow
• Projected Balance Sheet
• Business Ratios

After getting started with Upmetrics , you can copy this personal trainer business plan example into your business plan and modify the required information and download your personal trainer business plan pdf or doc file. It’s the fastest and easiest way to start writing your business plan.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

Download a sample personal trainer business plan

Need help writing your business plan from scratch? Here you go;  download our free personal trainer business plan pdf  to start.

It’s a modern business plan template specifically designed for your personal trainer business. Use the example business plan as a guide for writing your own.

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Master Your Personal Trainer Business Plan: A Step-by-Step Guide to Success

by Chris Gurunlian | Nov 24, 2023 | New Trainer Business Management | 0 comments

You’ve conquered the art of burpees mastered the science of nutrition, and your client roster is growing. But if you’re like many personal trainers, you may find that managing your burgeoning business feels like lifting a barbell with no prep—it’s heavy, unwieldy, and you’re not quite sure you’re doing it right. Don’t sweat it. Today, we’re going to fix that.

You see, a muscular physique and a roster of devoted clients are only part of the equation. The secret sauce? A robust, well-structured business plan. It’s the blueprint for your fitness empire, providing you with a strategic playbook to skyrocket your growth, from client acquisition to brand development. 

By the time you finish reading this comprehensive guide, you’ll know exactly how to create a personal trainer business plan that not only works but propels you to the top of your game.

So, tighten your laces and roll out your yoga mat. It’s time to flex those business muscles and build a personal trainer business that’s as toned, fit, and healthy as you are.

Importance of a Business Plan

Studies indicate that entrepreneurs with specific, written business plans are more likely to succeed (1) . it is attributed to the clarity of vision and structured approach that a business plan provides.

Why Planning is Paramount in the Fitness Industry

The fitness industry has more than enough competition to deem a robust business plan as essential to success. Let’s look at why that is the case.

Harness the Power of Financial Planning

First, let’s talk about money – it’s the lifeblood of your business. Without a clear financial plan, navigating the fitness industry is like embarking on a hike without a map. You might have a general sense of direction, but the likelihood of getting lost is high. 

Crafting a financial plan is your compass. It guides your spending investments and helps you track your cash flow. This way, you’ll avoid financial pitfalls and keep your business on a steady growth trajectory. Remember, a well-balanced budget is as crucial to your business as a balanced diet is to your body.

Set Goals, Score Success

Now, focus on goal setting. Just as you set fitness goals for your clients, your business needs its own set of goals. Do you want to double your client base? Expand your online presence. Perhaps introduce new services? 

Setting clear, measurable, and achievable goals gives your business a clear focus. It helps you prioritize your efforts, measure progress, and stay motivated. Think of these goals as your personal training milestones, each one a step closer to your ultimate business vision.

Market Analysis: Know Your Fitness Terrain

Finally, let’s talk about understanding your market – it’s like knowing the layout of the gym. A thorough market analysis allows you to understand your competition, identify trends, and recognize the needs and preferences of your potential clients. 

Are potential clients looking for one-on-one sessions, group classes, or online coaching? Do they prefer high-intensity workouts or a more holistic wellness approach? 

By understanding your market, you can tailor your services to stand out, meet client needs more effectively, and make informed decisions about where to take your business next. Furthermore, you may find that you want to get a specialization certification to train a particular group that may be devoid of a large number of specialists in your region. Going after a particular underserved segment of the market can help catapult your business forward.

In essence, think of your business plan as your personal training program for success. It’s crafted to suit your unique business goals, strengthened by financial foresight, and informed by a deep understanding of the market you’re about to conquer. Get this plan in place, and you’re setting yourself up for a winning streak in the competitive world of fitness.

Critical Components of a Personal Trainer Business Plan

Let’s look at the key aspects you need to consider and include in your business plan. Think of this as your list to make a winning business strategy. In other words, don’t skip any of these items.

• Executive Summary

In the realm of your personal trainer business plan, think of the executive summary as your workout’s warm-up routine. It’s where you set the stage, get the blood flowing, and prepare for the main event – the detailed business plan that follows. It isn’t just any opening act; it’s the hook that grabs attention, succinctly previews what’s to come, and sets the tone for everything that follows.

Think of it like this: Imagine you’re meeting a potential client for the first time. You wouldn’t immediately plunge into an intense workout without first explaining what you plan to do and why. Similarly, your executive summary introduces your business concept, outlines your goals, and highlights why your personal training business stands out in the fitness world. In essence, it’s your value proposition.

In this summary, you’ll concisely articulate your business’s mission and vision – think of these as your fitness philosophy translated into business terms. You’ll also give an overview of your services, like customized training plans or nutrition coaching, just as you’d briefly describe a workout plan to a prospective client.

Additionally, the executive summary is where you flex your market understanding. Show that you know who your clients are, what they need, and how your services fill a gap in the market. It’s like demonstrating your understanding of different fitness levels and needs before a client commits.

Finally, give a sneak peek of your financial goals and growth plans. This aspect is like sharing the expected results of a fitness regimen, giving a clear, compelling reason to invest – in their case, time and effort, and yours, potentially, money and resources.

Remember, while the executive summary is just a part of your business plan, it’s often the most read section. Make it engaging, informative, and reflective of your passion and expertise. It is your chance to make a powerful first impression, setting the stage for the detailed strategy that follows.

2. Business Objectives

In your business objectives section, you should specify and describe your business’s short and long-term goals. You could include monthly, quarterly, and annual goals, for example.

Part of your plan needs to focus on the goals and create realistic stages and steps to ascertain them. The business objectives portion of your business plan can help you clarify your goal and vision and set a trajectory that provides a higher chance of success.

3. Market Analysis

The market analysis portion of your business plan is perhaps the most crucial. This section of the plan needs to include high-level statistics, data, and market forecasts. You should include information about your target market and about the amount and types of competition you’ll face. Engaging in research into your competition will clarify how you intend to ‘one-up’ them and showcase your business as an innovative leader in the space.

Doing research includes determining competitors’ rates and market rate analysis, and of course, it must include your pricing strategy. It would be best to base your pricing strategy upon market data so you don’t overprice yourself out of potential clients and also ensure you’re going to turn a profit.

As you delve into the depths of your regional market and target audience, you’ll likely discover new and innovative means of finding customers. Once you have an idea about your target market, answer the following questions (2) :

• Demand: Is there a desire or need for your product or service? Does the demand align with your target location or region(s) where you intend to operate?
• Market size: How many people could be interested in your service offerings?
• Economic indicators: What is the income range of your target market? What is their employment rate?
• Location: Where do your customers live, and what is your area coverage (will you operate near the customers or operate virtually)?
• Market saturation: How many similar competitors operate and are available to potential consumers? Is there a lot of competition in your niche/specialization?
• Pricing: What do potential customers pay competitors for their services? How much can/should you charge?

Answering these questions is crucial for understanding how you will craft your value proposition and how you intend to stand out as a leader in your space.

4. Marketing and Sales Strategy

At this point in your business plan, you should start to gravitate towards ideas that are suited for your situation naturally. After all the market research, you should know who you want to target, where they live, and have some ideas on how you can market them to achieve sales.

Utilizing a solid marketing strategy and sales plan can and will help your business grow. After all, if your target market has never heard of you, they won’t purchase your services.

Take the information you learned about your target market and apply your ideas to create a plan of action. Will you do content marketing , run ads, or promote yourself on social media platforms? There are an abundance of ways to reach your target audience. You need to figure out which works best for you (and what works best for your intended audience).

If you aren’t sure what to do to get started with sales strategy, consider doing further market research into how your competitors are marketing their businesses. Studies have shown that doing market research can lead to increases in both sales and customer retention (3) . Don’t make the mistake of assuming, and take the time to do your market research; you’ll be glad you did.

5. Operational Plan

At this stage, your business plan should be taking shape. However, in this particular section, you’ll identify the operational plan, that is, how your business will run its day-to-day operations.

Start by identifying scheduled events. For example, you might run classes every Monday, Wednesday, and Friday mornings from 6 AM to 10 AM. You might then work on marketing and sales. Furthermore, you might engage with other professionals with whom you have partnered.

The idea behind the operational plan is not necessarily to set out a work schedule but to define the tasks that are your ‘day-to-day’ functional requirements. You’ll want to identify if you hire team members to take on some or all of these operational tasks. 

You’ll also want to consider things like personal trainer business management software and a CRM to help you keep sales organized. If you have or will have hired staff or contractors, how will you manage them? How will you keep track? These are the sorts of things that you must identify in your operational plan. 

In essence, your operational plan should allow someone else to understand how your business operates. Think of it as a user manual for your business operations. It will help you clarify how you’ll operate your business and further add value to the company should you decide to sell it in the future.

6. Financial Projections

Lastly, your business plan needs financial projections. This section is where you build upon what you’ve started – you’ve defined your pricing, your potential market, how you’ll reach them, and what tools and processes you’ll use and need for effective operations.

You’ll want to include things like realistic revenue and growth—costs of operations and the projected profits and margins. You’ll have defined a clear and concise financial path by the time you’re done with your financial projections.

Implementing Your Business Plan

With the six steps completed, you’re on your way to making the right moves. Your business plan should have provided you with enough information to understand how you’ll get started, manage your day-to-day, and how you’ll grow. Now, all that’s left is taking action.

Business Plan Implementation

Start by defining a list of actionable items that align with your business plan and goals. You’ll want to classify them from lowest to highest importance. I like to call this my triage list of actions. 

Furthermore, you’ll find it useful to include target dates of completion for essential steps of your business plan. Then, you can create smaller action lists for each item and schedule them accordingly so you can complete your objectives within your planned timeline.

Business Plan Reviews and Updating

Many people think that once they have completed their business plan, they can just move forward and leave the plan as is. That might be fine if you’re only planning to operate your business for a week, but if you want to go long-term, then you’ll need to review and update your plan.

Over time, you’ll learn things during the course of operating your personal training business that will make you want or need to adjust your plans accordingly. For example, you might find that in your local area, partnering with local gyms is a better source of income than running group sessions on your own. Similarly, you might discover the opposite to be true.

It would be best if you had a good understanding of your market from all your market research and analysis, but the market can change over time. For example, a new ‘super gym’ might open in your area, forcing you to rethink your marketing strategy. There are countless possibilities; the best thing you can do is prepare by acknowledging that you should review your business plan as a part of your routine operations, maybe every quarter or even annually, just as long as you do it.

Leveraging Technology for Success

One point I’d like to reiterate is that modern technology makes it easier than ever to run a personal training business. In fact, there are apps such as Elite  Trainr that work as a complete end-to-end solution. With a powerful PT management app in your corner, you’ll be able to scale your business like never before.

An excellent personal training management platform like Elite Trainr should offer you some of the following tools and features:

• Client and Trainer side dashboards for professionalism and collaborative communications
• Branding (aka white-label) so you can include your business logo like a pro
• A robust workout plan builder (Elite Trainer has over 3000 GIFs to help you build out custom plans for your clients)
• Nutrition, weight loss, and other relevant goal-tracking
• Communications (that don’t make you open email or other separate apps)

Ensuring that a robust system like Elite Trainr is in your corner is a crucial part of your operational business planning. Consider Elite Trainr as a significant component of step 5 in your business plan – planning operations.

Forge Ahead: Your Blueprint for Personal Training Success

As we draw the curtains on this journey of business planning for personal trainers, remember that this plan is more than a document – it’s your roadmap to success. You’ve now equipped yourself with the knowledge to build a business as strong and resilient as the fitness regimes you design for your clients.

Start by breathing life into your business objectives, just like you breathe energy into your workout sessions. Let your market analysis guide you through the competitive landscape as a compass directs a hiker through uncharted terrains. Your marketing and sales strategy should mirror the precision and effectiveness of a well-tailored fitness routine.

In operational planning, find the rhythm and efficiency of a seamless exercise flow. Financial projections are your fitness goals set in numbers – realistic, achievable, and a testament to your business’s potential growth and stamina.

Remember, your business plan is a living entity, evolving as you stride forward. Regular reviews and updates are not just advisable; they are essential. They ensure your business remains dynamic, adaptable, and always a step ahead of the competition.

Finally, don’t overlook the power of technology, like Elite Trainr , in amplifying your business capabilities. Just as technology has revolutionized fitness, it can also transform the way you manage and grow your personal training business.

In essence, your business plan is the muscle behind your business’s strength. It’s the strategic workout routine for your entrepreneurial ambitions. So, set your goals high, keep your focus sharp, and embark on this entrepreneurial journey with confidence and determination. Your path to success as a personal trainer is not just about shaping bodies; it’s about sculpting a robust, thriving business that reflects your passion and expertise.

Additional Resources

• Is Starting a Personal Training Business Your Next Big Move? Uncover the Pros and Cons
• How to Choose the Perfect Personal Training Niche
• Unlocking Success: How to Market Yourself as a Personal Trainer
• Breaking Personal Training Imposter Syndrome: New Fitness Instructors Guide
• Earnings Unveiled: What Top Fitness Professionals Really Make

Article Sources

• Hechavarria, Diana M, Maija Renko, and Charles H Matthews. 2012. “The Nascent Entrepreneurship Hub: Goals, Entrepreneurial Self-Efficacy and Start-up Outcomes.” ResearchGate. Springer Nature. September 2012. https://www.researchgate.net/publication/227207326_The_nascent_entrepreneurship_hub_Goals_entrepreneurial_self-efficacy_and_start-up_outcomes .
• ‌“Market Research and Competitive Analysis | U.S. Small Business Administration.” 2023. Sba.gov. 2023. https://www.sba.gov/business-guide/plan-your-business/market-research-competitive-analysis .
• Wells, Jordan. 2018. “Hanover Research Report Finds Companies Using Market Research More Likely to Increase Customer Retention and Sales.” Hanover Research. December 17, 2018. https://www.hanoverresearch.com/news/press-release-2018-market-research-impact-report/?org=corporate .

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Personal Training Business Plan With Examples & Templates

Published by caroline @ wellness creative co on 14 june 2023 14 june 2023.

Writing a personal training business plan can seem a bit daunting. Most PTs love fitness and programming but aren’t so keen on the admin side. The good news is it doesn’t have to be difficult – with the right guidance and some practical examples to follow, it’s actually pretty easy.

In this article – learn how to write a personal training business plan in 7 simple steps (with samples, templates, and a downloadable checklist).

• Why write a business plan?
• 7 key elements
• Templates & examples
• Downloadable PDF checklist

We’re a team of qualified personal trainers and fitness coaches with 15+ years of industry experience , so we know first-hand what works (and what doesn’t!). We’ve trained other fitness professionals in sales, marketing, and business growth, so our strategies are tried and tested.

Why Write a Business Plan?

If you want your personal training business to be successful , then it’s vital to have a plan. It’ll help you secure investor funding or a business loan , which many PTs require in order to get off the ground.

But even if you don’t need the start-up finances, writing a plan makes you more likely to succeed. In fact, research shows that business plans double your chance of success . So, it’s really a no-brainer if you’re serious about being successful.

Here are a few of the reasons why creating a business plan is important…

• It crystallizes abstract thoughts and ideas into something tangible
• Helps you communicate your business concept in a way others will understand easily
• Required to secure funding from investors and banks
• Provides a structured plan to work through
• Helps you decide which areas to spend money on and where not to invest
• Ensures you understand what you’re letting yourself in for in terms of money, time, and effort

Whether you want to go freelance, become a mobile PT, start a personal training studio, or your own gym , you’ll definitely need a plan.

What To Include In a Personal Training Business Plan

Writing a personal training business proposal might sound daunting but this 7-step guide makes it easy . It’ll walk you through the exact process to follow so you’ll have your plan completed in no time. Here’s an overview of what you need to include…

• Executive summary
• Industry and market analysis
• Business overview
• Services offered
• Sales and marketing strategy
• Financial details
• Implementation plan

Now let’s look at each of these sections in more detail…

1. Executive Summary

Get straight to the point – why should the bank or investors lend your business money? Include your mission, key financial info, and unique selling points. Although it goes at the beginning of your plan, you should prepare this section last.

2. Industry & Local Market Analysis

Demonstrate potential – show that the fitness market and personal training industry are growing and there’ll be a strong demand for your services. Include research statistics, competitor info, and relevant government initiatives.

3. Business Overview

Summarise the business – objectives, location, ownership, legal status, personnel structure, and operations.

4. Services

The fun part – describe the different services you plan to sell including the packages and pricing structure . This could be in-person PT sessions, online programs , specialist workshops, fitness products, etc.

5. Sales & Marketing Strategy

How you’ll attract clients – explain your brand positioning and outline your personal training marketing plan by listing the activities you’ll do to generate revenue , attract clients , and promote your PT business .

6. Financial Information

Time to open a spreadsheet – potential investors and banks aren’t just interested in your figures. They’ll want to know how you arrived at those figures so show your calculations. Include breakdowns of profit and loss, cash-flow, breakeven figures, and the capital expenditure needed for start-up. Project 12, 36, and 60 months ahead.

7. Implementation Plan

How you’ll make it happen – provide a step-by-step list of actions you’ll take, including milestone dates.

You might also like… 50 Catchy Personal Training Business Name Ideas or How To Promote a Fitness Business .

Fitness Marketing Ideas Mini-Guide

25 fitness marketing ideas for your gym, studio, or online business. Attract new members, get more PT clients & boost your fitness blog.

Personal Trainer Business Plan Examples & Templates

Looking at a personal training business plan sample can be really helpful as it puts these sections into context. Reviewing examples will give you ideas for how to create and present your own plan.

You obviously don’t want to copy another plan since the details will be unique to your business. But the following example plans can be a useful reference for personal trainers…

• Dragon Fitness Training  produced this interesting personal trainer business plan as an academic exercise.
• Catalyst Fitness  created this CrossFit business plan with a detailed risk assessment.
• Launceston City Council created this aquatic center and health club business plan.
• The Yoga Lunch Box  offers a comprehensive yet easy-to-read fitness business template.

Creating a business plan is 100% worth the time and effort . It helps you validate demand, maximise profitability, and identify any potential pitfalls early.

This plan will be your playbook for the next 3-5 years so don’t rush the process. It’ll help you secure investor funding or a bank loan if you want to go down this route. Considering how you’ll acquire paying clients and manage cash flow now will ensure you’re well-prepared for life as a fitness business owner.

You might also like… How To Grow a Personal Training Business or The Ultimate Yoga Business Planning Guide & Template .

Downloadable Checklist & More Templates

The best way to write a business plan is to work on it in bite-size chunks . Trying to get the whole thing done in one go is the quickest route to overwhelm.

So, we recommend working on one section each day. This will enable you to complete the whole thing within a week, with zero stress or hassle . To make things easy, we created a handy PDF checklist that walks you through the 7 sections.

You can download it as part of our Personal Training Business Bundle . It includes marketing plan templates, business name ideas, sales scripts, and loads more resources.

Caroline @ Wellness Creative Co

Qualified personal trainer (BSc Sports Science) & nutritionist (MSc Human Nutrition) with 15+ years of fitness & wellness marketing experience working with global brands.

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How to Create a Personal Trainer Business Plan

Personal Trainer Software

You know what they say; if you fail to plan, you plan to fail! Sadly, 20% of businesses fail in their first year, with 45% in the first five years. One of the main reasons for this is that they do not put together a business plan to direct their efforts.

A personal trainer business plan is a necessity for success.

A realistic and solid personal trainer business plan is fundamental for success. In your plan, you will outline achievable goals for your company, how you can meet these objectives, and potential solutions and problems you may face.

The plan will help you determine if there is a need for your personal training business through surveys and research. It will figure out the inputs and costs required for the company and outline the timelines and strategies that should be enforced and met.

Once you have put together a business plan, you need to follow it! If you start changing your strategies or overspending, you ask for failure. The only reason you should change your business plan is if you have found it inaccurate and harming your business rather than helping it.

What is a personal training business plan?

A business plan is a document that defines your business goals and how you plan to achieve them. It lays out a written roadmap for your company, assessing operational, financial, and marketing standpoints.

A personal training business plan is critical not only for your internal audience but your external audience as well. For instance, a solid business plan can ensure that everyone working on your team is on the same page. At the same time, it can help you to secure financing and attract more investors.

Why do you need a business plan for your personal training company?

Business plans for personal trainers have a whole host of benefits. They help you to do the following:

• Clarify your personal training business idea

• Get funding

• Discover any possible problems

• Establish your objectives

• Manage your resources and time

• Uncover new ideas for growth

• Measure the progress you make

You will also need a business plan if you want to secure a loan or investment from a bank.

9 steps to follow when creating a personal trainer business plan.

Now that you know why creating a business plan as a personal trainer is critical, we will take you through the essential steps you need to follow.

Step 1. Write your mission statement.

Firstly, compose a few sentences explaining what your personal business does and why you do it. The latter part is critical—the "why" sets your business apart. You can understand this by looking at your training philosophy and core values.

• Core values - Core values are your personal beliefs. Who are you as a personal trainer ? What do you stand for?

• Your training philosophy - This is what you believe in terms of exercise. What do you think about training that is not negotiable?

Step 2. Conduct research on the fitness industry and your competition.

Next, you need to carry out a market analysis. Collect data that is valuable to your business. Understand what your competition is doing on a local and national scale. Understand the demographics of your target consumer base so you can discover whether there is a gap in the market and how you can set yourself apart.

Step 3. Determine your value proposition.

This is where you consider what sort of service you want to provide. For example, would you like to offer a niche fitness service to a specific target audience? On the other hand, do you want to provide a broader service, with various classes, catering to many needs?

This is the step where you develop your USP , otherwise known as your Unique Selling Point. After all, many people are providing personal training services today, so you must establish what makes you different and what would compel someone to choose your service.

Step 4. Outline your business structure.

As time goes on and your business grows, your responsibilities will also increase. We are sure you already know where you want to be in the future, but you need a business structure to get there.

Your choice of structure will influence the paperwork you need to file, your personal liability, your ability to generate funds, and how much you pay in taxes. All of your exemptions and limitations are determined by your company's structure as well. This is why you need to think carefully about whether it is better to set up a limited company , partnership, sole proprietorship, or corporation deal.

Step 5. Put together a marketing plan.

You may be an exceptional personal trainer, but you need to put your business head on to become a success, and this involves mastering the art of fitness marketing .

The marketing methods you choose will depend on your budget and target audience. Brainstorm different ideas and approaches that you can use to drum up your business and solidify your reputation.

From YouTube workout videos to on-site social media optimization, there are so many paths that you can go down. We would always recommend starting with your business's assets. For instance, if you know you're good at making videos, this would be an evident place to start building your presence. If you'd like to put together a content marketing plan , Contently could be a great point to start.

Step 6. Address product and service offerings.

In an ideal world, we all want to accomplish and complete our objectives, yet realistically speaking, this is not always the case. This is why we advise preparing for a failsafe, i.e., another revenue source. After all, if Covid-19 has taught us anything, it is that you do not know when something is going to change drastically, so you need to be prepared.

Usually, a personal training company will offer several services. So, one of the ways to set yourself apart is by providing products as well. Not only will this be a failsafe option for your company, but it is also an additional profit source.

Step 7. Put together a financial plan.

The best way to ensure you'll make a profit eventually is to create a thorough financial plan .

Before you can start enforcing your business plan, the financial area is something you need to look at carefully. But first, you need to make sure the numbers add up!

Many personal trainers underestimate the costs associated with running a fitness business. You should factor in expected revenue and start-up costs. It would be best if you also looked at operational expenses. Ask yourself how much it is going to cost to run your business. Make sure you do not leave any fees out, from marketing costs to monthly rental expenses.

A break-even analysis should also be performed. If you are investing in your company, profit will take some time. Break-even analysis helps you determine how long it will take before you start making a profit.

Your financial plan would also consider the projected income from your fitness services. Starting with one or two income streams at first makes sense. Then, you can learn how they work or how they don't. Finally, you will be able to discover more about your business and what people want so that you can grow naturally.

As time goes on, you will discover what fits well with your client base and what doesn't, so you can continue to refine your products and services accordingly.

Step 8. Assess risks effectively.

All businesses come with risks, and one of the most critical parts of a business plan is evaluating every risk your business is likely to face. You can categorize risks based on their seriousness, naturally addressing these issues further.

By understanding the risks your business faces , you will be best placed to put provisions in place to ensure that these risks do not manifest themselves and become a real problem for your business.

You can also perform a SWOT analysis to determine your fitness business's strengths, weaknesses, opportunities and threats.

Step 9. Establish an implementation plan.

Last but not least, now that you have got all of the data you need and the essential elements of your plan, you must be able to bring them all together to launch or expand your company successfully.

Make sure your implementation timeline is realistic. List chief objectives and target dates that certain activities need to be finalized. Once you have done this, you can rest assured knowing that you have a solid business plan to fall back on.

Secure the future success of your business with a personal trainer business plan.

So, there you have it: the crucial steps you need to follow when developing a personal trainer business plan for your business. Following the steps above, you can create an accurate and thorough business plan to help you achieve great success as a personal trainer.

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How to Create a Personal Trainer Business Plan — Your Blueprint for Success

The Architecture You Base Your PT Business On.

A successful personal training business is one that starts based on a solid business plan. It's not only the foundation of your business, it's also a tool to make sure you’re on track.

If your future plans include goals such as owning a studio and all your own equipment, growing your client base to the point that you need to hire staff, and of course, generating enough income to support your chosen lifestyle, then you must start with a business plan

Why do PTs Need a Business Plan?

Mike Tyson once said, "everyone has a plan until they get punched in the mouth." In other words, thinking about your business and how you'll react to threats and opportunities is just as important as the plan itself. When you start to put your plan together, the first thing you need to do is to clear business strategy in mind. What services will you offer? What do you hope to achieve? What are your goals? What’s the purpose of your business?

If you’re looking to borrow money to launch your business. The first thing your bank will ask to see is a comprehensive business plan with a clear vision, goals and objectives

The creation of a business plan will also ensure you analyze two critical components:

• Your Clients Who is your ideal client? What are they looking to achieve? Why will they choose you to chart their fitness journey? The better you understand your clients , the better service you'll provide them and the easier it will be to target them with your marketing strategy.
• The Competition You need a clear idea of who you're up against. Otherwise, how you can you offer things they don't? If you're going to create a working competitive advantage, you need to know who your competitors are—why they're successful, or what their failings have been.

There are many reasons you need a business plan , but to nutshell the whole concept, think of it this way; your business plan is like a road map. You can travel without one, but you risk getting lost along the way. Everything contained in your business plan will revolve around and support your strategy.

How to Write a Winning Business Plan

A comprehensive business plan requires detailed information in a clear format. This downloadable guide can help you write out a business plan that outlines your strategy, crystallize your ideas and identify priorities, saving both time and effort.

The eBook, Strategy is at the heart of your business plan , covers:

• Crunching the numbers—we walk you through a break-even service rate analysis that will tell you if your personal training business is financially feasible.
• The nuts and bolts—four key steps to your business plan:

1. A business overview, including your business structure and location 2. A detailed outline of your personal training services 3. Marketing strategy—from your competitive advantage to social media, this is how to get the marketing mix right 4. A detailed financial plan

• The actual writing—how to begin putting all your ideas together.

Are you ready to get your business plan underway? Download the guide and get it moving!

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Personal Training Business Plan Template

Written by Dave Lavinsky

Personal Training Business Plan

Over the past 20+ years, we have helped over 1,000 entrepreneurs and business owners create business plans to start and grow their personal training companies. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a personal training business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What Is a Personal Training Business Plan?

A business plan provides a snapshot of your personal training business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Personal Training Business Plan

If you’re looking to start a personal training business or grow your existing personal training company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your personal training business to improve your chances of success. Your personal trainer business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Personal Training Businesses

With regards to funding, the main sources of funding for a personal training business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for personal training companies.

Finish Your Business Plan Today!

How to write a business plan for a personal training business.

If you want to start a personal training business or expand your current one, you need a business plan. The business plan outline below details the necessary information for how to write each essential component of your personal training business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of personal training business you are running and the status. For example, are you a startup, do you have a personal training business that you would like to grow, or are you operating a chain of personal training businesses?

Next, provide an overview of each of the subsequent sections of your plan.

• Give a brief overview of the personal training industry.
• Discuss the type of personal training business you are operating.
• Detail your direct competitors. Give an overview of your target customers.
• Provide a snapshot of your marketing strategy. Identify the key members of your team.
• Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of personal training business you are operating.

For example, you might specialize in one of the following types of personal training businesses:

• Mobile personal trainer: This type of business involves traveling to the client’s home, a park, or another location that is convenient for the client to provide personal training sessions.
• In-home personal trainer: This type of business is operated out of the trainer’s own home. This type of business may be great for trainers that have their own equipment.
• Online personal trainer: This type of business involves providing training one-on-one or group sessions online live or via pre-recorded webinars.
• Gym trainer: This type of personal training business operates out of a gym that allows the trainer to work with their own clients at the gym.

In addition to explaining the type of personal training business you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of clients served, the number of sessions provided with positive outcomes, reaching $X amount in revenue, etc.
• Your legal business Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the personal training industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the personal training industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your personal trainer business plan:

• How big is the personal training industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential target market for your personal training business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your personal trainer business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals, schools, families, and corporations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of personal training business you operate. Clearly, individuals would respond to different marketing promotions than corporations, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.

With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other personal training businesses.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes other types of trainers, coaches, gyms, and fitness programs. You need to mention such competition as well.

For each such competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

• What types of customers do they serve?
• What type of personal training business are they?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you make it easier for clients to acquire your services?
• Will you offer products or services that your competition doesn’t?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a personal training business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of personal training company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide lifestyle training, boot camps, or performance training services?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your plan, you are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your personal training company. Document where your company is situated and mention how the site will impact your success. For example, is your personal training business located in a busy retail district, a business district, a standalone gym, or purely online? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your personal training marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

• Advertise in local papers, radio stations and/or magazines
• Reach out to websites
• Distribute flyers
• Engage in email marketing
• Advertise on social media platforms
• Improve the SEO (search engine optimization) on your website for targeted keywords

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your personal training business, including answering calls, planning and providing training sessions, billing customers and collecting payments, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to book your Xth session, or when you hope to reach $X in revenue. It could also be when you expect to expand your personal training business to a new city.

Management Team

To demonstrate your personal training business’ potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing personal training businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a personal training business or successfully running a small fitness class.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you see 5 clients per day, and/or offer group training sessions? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your personal training business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a personal training business:

• Cost of equipment and supplies
• Payroll or salaries paid to staff
• Business insurance
• Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, and equipment

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your gym location lease or testimonials from happy customers.

  Summary Writing a business plan for your personal training business is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will understand the personal training industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful personal training business.  

Personal Training Business Plan FAQs

What is the easiest way to complete my personal training business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily write your personal training business plan.

Where Can I Download a Personal Trainer Business Plan PDF?

You can download our Personal Trainer business plan PDF  here. This is a business plan template you can use in PDF format.

How Do You Start a Personal Training Business?

Starting a personal training business is easy with these 14 steps:

• Choose the Name for Your Personal Training Business
• Create Your Personal Training Business Plan
• Choose the Legal Structure for Your Personal Training Business
• Secure Startup Funding for Your Personal Training Business (If Needed)
• Secure a Location for Your Business
• Register Your Personal Training Business with the IRS
• Open a Business Bank Account
• Get a Business Credit Card
• Get the Required Business Licenses and Permits
• Get Business Insurance for Your Personal Training Business
• Buy or Lease the Right Personal Training Business Equipment
• Develop Your Personal Training Business Marketing Materials
• Purchase and Setup the Software Needed to Run Your Personal Training Business
• Open for Business

  OR, Let Us Develop Your Plan For You Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how a Growthink business planning advisor can create your business plan for you.   Other Helpful Business Plan Articles & Templates

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Personal trainer business plan template

After deciding to launch your personal training business, your next step is to begin writing your business plan. A business plan is an excellent tool to ke

After deciding to launch your personal training business, your next step is to begin writing your business plan. A business plan is an excellent tool to keep you organised, help you avoid mistakes both in the present and down the line, and brings together all the parts of your business to make it succeed. While you will likely make several amendments to your business plan as your business grows, having a solid document with all of your goals and the strategies you want to execute will help you successfully get your personal training business up and running.

To assist you in creating your business plan we have provided you with a template and business plan examples of everything your document should include, what information to cover in each section, and what your business plan can help you achieve. Let's get started.

What is a business plan?

First things first, a business plan is a written document, typically 10-20 pages (depending on your business and how in-depth you go) that details everything one needs to know about your business. It should define your objectives, your business goals, and how you plan to achieve them - meaning how you will grow your business and in what ways.

Essentially it is the roadmap of your business and should clearly detail and state logistics as well as marketing, financial, and operational strategies and forecasts. Although business plans are unique to every business, there is a set structure you can follow to create your own and make it understandable to anyone reading your document.

Why is a business plan important for my personal training business?

Aside from being the document that you will follow to stay on track to achieve your goals, business plans also serve several other important purposes. A well-written business plan can help you attract investments and build your credibility.

When applying for a grant or loan or any type of financial support, often time the body providing you with the funds will ask for a business plan to verify your legitimacy. Business plans can also help you analyse gaps in your business, where you need to improve, and what things you may need to revisit as your business grows.

It's not only good practice to write a business plan, but it also serves as a way to set yourself apart from your competition and show your audience and potential clients how professional you are.

If you have already launched your business without a business plan, don't worry, there is still time to make one. Using our template you can create a strong plan that will establish your business and set you up for success.

The fine details: what to include in your business plan

Although you might be thinking right now, that writing a business plan will be boring, challenging, and that other PT businesses in your area probably already cover a lot of what you will include in your plan, you'd find it interesting to know that business plans are usually never identical because no two businesses are exactly the same, even if it might seem that way. This is why being as specific as possible and clearly detailing what your business is, what it offers, and to who is extremely important. In your business plan you must include the following topics:

• Executive summary

Mission statement

Industry analysis, competitor analysis, customer analysis.

• Marketing plan and analysis

Products and services

Financial plan, facility and location, management team.

These fundamental elements will help shape your plan and provide the exact details and strategies to start your personal training business off on the right track. While you might not have certain elements yet or are still considering whether or not to include certain elements in your personal training business for example a management team or purchase of your own facility, that's no problem. Including details such as your hopes and ideas for your business in the future or why your business will not cover certain areas should still be mentioned in your business plan. This will help give readers a big picture idea of your business and the possibilities for future growth and expansion.

Executive Summary

The first section of your business plan is your executive summary, or a synopsis of your business plan and what the reader of your plan can expect to learn from reading it. Your executive summary should have at least two to three sentences on each of the topics in your business plan, with a clear statement about your financial projections, who your ideal client is, and what you plan to achieve.

A great executive summary will hook your readers and motivate them to continue reading. A poorly executed executive summary will discourage the reader from reading more and leave a poor first impression of your business. Your executive summary should tie together all the following points you will cover in your entire plan and it must be concise and straightforward.

One of the first things an investor or reader of your business plan will look for in your executive summary is your mission statement. The purpose of a mission statement is to state your business's values, what you will achieve, and how you will achieve it. No matter whether you are launching your fitness business as a sole owner or plan to grow an entire company, having a mission statement that is very clear and sharp will let your audience know exactly what your business is all about.

For example, TeamUp's mission statement is:

We empower fitness businesses and their customers by providing the best management software for fitness studios, boxes, and gyms.

Don't worry too much about having the perfect language. The important part is to make sure your reader understands exactly who you serve and how you intend to meet their needs.

The industry analysis section of your business plan explains the positive relativity your new business has to other similar products and services in your industry. In this section, you will give a brief overview of the fitness industry, specifically the personal training industry with a brief history and why this industry exists. You can expand this section with popular trends, common needs in this industry, and how your personal training business would stand out. Use factual data and industry research to support your position and take this opportunity to show you really know what you're talking about as a new business owner entering a very popular sector.

In the competitor analysis, you will provide a more concrete explanation of how your business will differ from other competitors in your marketplace. You should use data and research you have done on your competitors to make factual statements, rather than assumptions, even though you might not know exactly what your competitors are doing differently. You should list out some immediate competitors in your area, their strengths and weaknesses and how you compare, what your business's role will be in the immediate marketplace, and give concrete examples of what you will do differently.

The customer analysis section of your business plan covers who your ideal client is and why your services cover their needs. Being specific in their identification, their demographic, where they are located, and how they spend their disposable income, will help you learn who your ideal client is and how you can attract their business. You should use similar traits and behaviours to describe why that type of person is your ideal client and why your type of service is the best fit for their needs. You can use your details to create realistic profiles for various ideal clients so that investors and your readers can get a great sense of who the exact person you will target is.  

Marketing strategy and sales forecast

In the marketing plan and sales forecast section, you will address how you will attract clients and clients to your personal training business. You will detail your strategies to enter the market and how you intend to grow and target clients to join your business. Your marketing strategy and plan will evolve over time and you will need to update them whenever you are emerging or entering into new markets. But in your initial plan, you should describe what you will do to earn your first clients, how you will communicate, market, and advertise your services, and who your clients would be.

In this section you should also use market trends and data to support how doing those strategies and methods will earn your clients and what your forecasted earnings will be once you have these clients, going as far as to forecast the next five to ten years.

The products and services section of your business plan is where you will describe what you are offering as a personal trainer and personal training business and why. Are you providing small group training , private one to one appointments , plan on teaching group classes, or a combination of all the above? When you know what services you intend to offer you need to clearly explain what they entail and how they are a benefit to your clients.

If you sell any additional merchandise or programming, you need to be specific as to why that is important to your business and offering. If are interested in offering products or services for example online classes and online one-on-one personal training services, nutrition programs, or on-demand content, you should make mention of these in this section and your plan for including these services and products in your offering.

In this section, you should also discuss how you plan to deliver these services to your clients. Will you focus primarily in-person, online, or both? Will you invest in personal training software to provide your clients with an easy to use booking and membership experience? These details help your reader and potential investors understand the customer experience you plan to execute beyond the product or service itself.

Your financial plan is one of the most important parts of your business plan. It is in this section that you will detail how much you expect to both charge and earn for your services as a business and personal trainer. You will also identify how much you intend to spend, if you receive funding what you intend to spend it on for example coaching salaries and perhaps, personal training software, how much you expect to make, and why potential investors should invest in your business. Your financial plan will give both you and the readers of your business plan an expectation and forecast of your profitability both in the present and in the future. Include your budget and what additional costs related to marketing, operations, development and expenditures you foresee your business having.

The facility and location section of your business plan is where you will state where your business will operate. Do you want to open your own gym or studio or rent space from an existing facility or run your training outdoors? Knowing the exact location or type of location where you will run your business is a very important part of 1, assessing your risk and how much insurance you will need and 2, assessing the cost you will incur from rent or a mortgage.

Being as specific in this as possible for the first and second-year stages of your business will help you readers and potential investors understand how you will grow in a specific area or region. Even if you plan to run your business online, taking into account where you will run your online training from and the very specific locations where your clients will be able to train with you is necessary information to include in this section.

The management team section of your business plan is where you will discuss any team members or staff you plan to have when starting a personal training business. Even if you plan to start your business as the only management team member, you can include any plans you have to grow your team in the future or plans to remain a sole trader. You should include fine details such as salary amount, how you will pay and train staff, and how each member of your team or staff will operate, meaning what role they would fulfil, for example, three coaches, one finance manager, one receptionist.

If you are running your personal training business online, you could also include where your management team members might be located or where you plan to have them located if you plan to recruit from a specific area or region.

Start your personal training business plan

While starting your personal training business and writing your business plan might seem like a challenge now, you have all the tools and resources you need to be successful. The rewards for your professionalism, preparedness, and entry into the fitness market will be much greater when you have taken the proper steps to launch your business the right way with a detailed, informed, and solid plan to guide you.

How profitable is a personal training business?

The average amount an entry-level PT can expect to make is $16.70 per hour which equates to about $34,000 per year. But the average income for trainers as a whole is closer to $42,000 per year, with the top 10 percent making in excess of $76,000.

How much do you need to start up a personal training business?

Start-up costs for personal training businesses vary from business to business, but they don't have to start off steep. Getting certified can cost anywhere between $500—$2000. Investing in liability insurance should cost between $200—$300 per year, and factoring in about $1,000 for an initial marketing strategy is also sensible. Should you decide to invest in your own space, rented or owned, that depends entirely on your location and the size of the space you want. If you need assistance earning funds to start your personal training business, check out our guide on applying for business grants for personal trainers .

Once your business plan is written and you're ready to take the next steps towards launching your personal training business, start by signing up for our free trial .

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How to Start a Personal Training Business: The Ultimate Guide

The ultimate guide.

With over 330,000 personal training jobs forecasted in the US by 2026 and a growing body of fitness-conscious individuals, it seems now, more than ever, is the best time to start a personal training business.

However, without a strategy or a sound personal trainer business plan, you’ll make the process of becoming a self-employed personal trainer harder than it needs to be.

To help you start a personal training business that has the greatest chance of success, we’ve put together this ultimate guide so you can avoid common pitfalls, save money, and understand how to put a business plan together that works.

In this ultimate guide on how to start a personal training business, you’ll learn:

• First Steps for Personal Training Business Preparation
• How to Create a Personal Trainer Business Plan

Types of Personal Training Businesses You Can Start

How to become a successful personal trainer.

And if you want an even deeper dive into business structure, building your book of business, sales techniques, and more, check out the online masterclass, Business and Sales: The Guide to Success as a Personal Trainer .

Today’s personal trainers come from a mixed bag of backgrounds. Some work at gyms, others with colleges or sports teams, many work at community centers, and some create their own personal training businesses.

The businesses that personal trainers can start usually fall into the below categories:

Train at a Private a Gym that Allows You to Pay Per Session

• You Train at Clients’ Homes/Facilities
• You Train Clients at Your Own Home

Start a Personal Training Business Online

In a recent post on personal trainer salaries , we discussed a payment structure where the trainer could bring in their own clients to gyms that they had relationships with. In these relationships, the personal trainer and their clients are independent from the gym’s payroll or clientbase, respectively.

The gym allows trainers and their clients to utilize their facilities and the trainer is able to charge whatever they can negotiate with their clients. The catch is that the trainer will pay the gym a fee each time the facilities are used.

In-home Personal Training: You Train at Clients’ Homes/Facilities

An increasingly popular personal training business is taking your in-person personal training services to the homes or facilities of your clients. If you are interested in this route, there are a few things that you’ll have to keep in mind as you start an in-home personal personal trainer business.

The main question and concern you’ll have as an in-home personal trainer is the type of equipment the client has or that you need to bring. If a client lives within a gated community, condo, or other association with a community gym, then you may have access to some decent machines and/or equipment.

If the training setting is, for example, your client’s living room, you’ll have to get more creative. This may limit the exercises you are able to perform and may impact the results without proper planning.

Regardless, a good trainer can adjust to the equipment on hand and will figure out a way to make the training as effective as possible.

In-home Personal Training: You Train at Your Own Home

In-home personal training in your own homes is similar to training at your clients’ homes with the exception that the training is performed at your home and your clients come to you.

Most trainers I know who train at their own homes have fairly elaborate garages that are built out to accomodate a number of different machines and equipment. This too is a popular form of personal training and can be an ideal business model for trainers who have the space within their homes or who don’t mind clients coming to their personal residences.

Online personal training is by far the most exciting new personal training business model out there. Compared to the other personal training business models, this model varies in that the personal trainer does not have to meet in-person with a client to create a massive impact on their health. In fact, because of new technology, a trainer can work online from anywhere in the world and change the lives of tens, hundreds, thousands and even millions of people.

So, what is an online personal trainer?

An Online Personal Trainer is someone who enhances the health of others through  internet-based technological mediums.

The variety of online personal trainer businesses is broad, but here is a overview of they types of online personal training businesses you can start:

Private Personalized Online Training

Non-Personalized PDF Fitness Programs

Non-Personalized Video Fitness Programs

Hybrid Online and In-Person Personal Trainer

Live Video Chat Workouts Online

Online Group Personal Trainer

The private personal online model is most like traditional in-person training. The trainer performs all the tasks of a normal personal trainer but does not work with the client in-person. Through specific software, phone, email and text messaging, this trainer provides all the tools and programming needed to achieve a fitness goal, and the client follows along without the trainer being present.

Premade, downloadable programs are made by the trainer and published online. These non-personalized models involve zero client interaction and are generally pushed over to the client through automated software.

Video fitness programs have been around for a long time. However, the advantages for today’s  trainers are the ability to store their premade workout programs online and provide immediate access to a workout video library. Like the PDF programs, there is no client interaction.

The hybrid model utilizes the internet to deliver programs to local clients, but also involves in-person training 1-4 times per month. Using a “hybrid” model allows the client to

receive the hands-on training of a personal trainer at a lower cost, since most of

the program is performed on their own. This is a great starting point for trainers

looking to take their business online.

Video chats or calls allow the trainer to see, hear, and interact with a client live, but not actually in-person. This allows the trainer, and client, to benefit from immediate feedback on form, exercise demonstrations, and cueing.

The online group personal trainer performs live group fitness classes, records them, and delivers them to as many people as possible. Think of on-demand workout classes — Online Boot Camp, Yoga, Pilates, Etc.– that require membership to access the content. Companies like Peloton have cornered this niche exceptionally well and proven people will subscribe to workout in the comfort of their homes.

Now that you have gone through the foundational steps of getting certified, specializing, launching a brand, and choosing the type of personal training business you want to start, now you’ll need to move on to business development.

We do a deep dive on the below in our Business and Sales course, but here are some talking points you’ll want to include in your personal trainer business plan.

Setting Prices

Every successful personal trainer has to figure out how to price their services for maximum profit and value to the client. As your own boss, you are able to charge whatever you like. Here are some things you should consider:

• Location- Where are you training? A trainer in Malibu will justify charging more than a trainer in Compton.
• Economy- Personal training is a luxury item for most. When the economy turns, so does interest in luxury items. Be understanding of this when setting prices.
• Target Population- Set a price that is attainable for your target population by understanding what they might pay for your products/services.
• Cost to Train Client- Consider things like the travel expenses, the payments you have to make to use a private gym, tools and equipment such as machines and dumbbells, and other expenses like software. You should understand the difference between gross and net income .

Read more: How to Set a Pricing Structure for Your Personal Training Business

Addressing Buyer Hesitation

If every trainer pitched a potential client and got “Yes, I’m in” as an answer we’d all be rich. Thing is, people are not always convinced of your value and have what we call buyer hesitation.

Here are some areas that are common for buyer hesitation and how you can address them.

• Fear of failure- The thought of accomplishment can outweigh the fear of failure; attach a positive emotion toward your service and give them a little more inclination to buy.
• Perceived value is less than the cost- Your presentation for services must convince the buyer that the the money is worth the expense.
• Money- Quite simply, if you have approached a potential client and they truly do not have the means to purchase, then the sale will be impossible. It is important to find that out as soon as possible rather than spend a lot of time/effort only to find you are out of their league.
• Lack of proof- If a client does not believe what you are selling will work, they will be hesitant to buy. Combat this with examples of clients like them that have experienced the results you are selling.
• Selling Personal Training with a Sales Dialogue: a 4-Step Guide Client
• 5 Personal Trainer Selling Personalities (with Effective Sales Tips)

Personal training marketing… There can be entire books written on the topic and while related to starting a personal training business, it goes so far beyond those beginning stages.

One of our most popular articles is all about personal trainer marketing and has 19 personal training ideas catered at getting you more clients. Some of these ideas include:

• Getting featured on industry blogs
• How to use email marketing
• How to create effective referral documents
• How to do personal trainer search engine marketing

If you are planning on getting some help with your marketing and hiring a firm or doing some advertising, note that the Money Task Force recommends spending 12 to 20 percent of your gross revenue for marketing if you are a new company, and 6-12 percent if you are an established company.

Start Your Personal Training Business Today

This ultimate guide has nearly everything you need to begin the process of starting your very own personal training business. If you need extra guidance, or like the idea of a reputable personal training certification, check out the Fitness Mentors CPT . If you already are a trainer but want to further specialize and hone your knowledge, check out our CEU courses and blog . If you want a full course on the above with more details and step-by-step instruction, check out our Business and Sales course.

If you have any comments or questions, please post them below.

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BS Kinesiology, NASM-CPT, CES, PES FNS, MMAS, WLS, FM-CPT, ACE-CPT, NFPT-CPT, Master Personal Trainer

Eddie Lester is a personal trainer from Los Angeles and the Founder and CEO of Fitness Mentors . With over 20 years experience and 10 different certifications and specializations, as well as multiple years teaching personal training at a vocational college, Lester loves sharing his knowledge of practical training experience as well as how to study for PT exams. Lester is the author of Business and Sales: The Guide to Success as a Personal Trainer .

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Eight Steps to the Perfect Personal Trainer Business Plan

Now is a great time to become a personal trainer because the Covid-19 pandemic has made it difficult for people to visit gyms. This means that many gym-goers are now relying on personal training services to keep them fit and healthy.

However, that doesn’t mean it’s easy to start your business. As a personal trainer, you know the importance of creating a plan to help clients adhere to their fitness programs.

Well, the same is also true for your personal training business.

Using a personal trainer business plan to set goals and create a roadmap for how you will achieve them is an effective way to make sure you will be successful in the fitness industry.

In this article, we’ll look at why you need a personal training business plan, as well as the eight steps you should take to make an effective one.

Table of Contents

• 1 Why Write a Personal Training Business Plan?
• 2 Your Personal Training Business Plan Template
• 3 Step One: Write Your Executive Summary
• 4 Step Two: Analyze the Personal Training Market
• 5 Step Three: Perform a Customer Analysis
• 6 Step Four: Write Your Sales Plan
• 7 Step Five: Write Your Personal Trainer Marketing Plan
• 8 Step Six: Write Down How Your Business Will Operate
• 9 Step Seven: Your Qualifications
• 10 Step Eight: Financial Plan
• 11 Wrapping Up

Why Write a Personal Training Business Plan?

A personal training business plan is a guide you can follow to work out your unique selling points and help your business succeed.

It will also help you define the business’s revenue streams, make financial projections, identify market trends, and find out who your target market is and what your marketing strategy should be.

It will also give you an idea of the risks or challenges your business might face. For example, the competitor research section gives you an understanding of how others in the fitness industry work, which helps you to stay one step ahead.

Having a clear view of your finances will also help you make better decisions. Doing this before you get started is beneficial as it becomes harder to make these changes once you are training clients.

It is also usually necessary to write a business plan if you want to apply for funding. Banks or other potential investors will want to see you have put thought into how you will run a profitable business.

Finally, business plans aren’t just for personal trainers starting out. If you already run a personal training business, creating a plan can still be a useful tool to ensure you are heading in the right direction.

Your Personal Training Business Plan Template

Your plan will include sections on market analysis, marketing sales, operations, staffing, and finance.

While this may seem like a lot, we’ve made the process manageable by breaking it down into eight easy to follow steps.

Step One: Write Your Executive Summary

Your executive summary is a quick overview of your fitness business and why you think it will be successful.

Start with your mission statement. This is a one-sentence summary of what you are trying to achieve with your personal training business.

Include what you want to help your potential customers to achieve and how you will do this. For example, will you offer one-on-one sessions, nutritional guidance or small group training?

You can use your mission statement on your website or in marketing. Even if you don’t share it publicly, it is still a useful tool to help you define your goals and keep you on track when making business decisions.

Here are some examples of personal trainer mission statements:

North West Personal training in Vancouver:

“We are passionately committed to changing people’s lives around the world by helping them adopt a more healthy and fit lifestyle so they look and feel their best.”

Bodyline Studios in the UK

“It is our aim to encourage people of all ages and abilities to get fit and improve their wellbeing by providing a well-equipped, supportive space where highly qualified and experienced health and fitness professionals can deliver their services.”

After your mission statement, your executive summary should also include:

• Your fitness value proposition: This could be body-building, weight-loss, resistance training for seniors, TRX bands, etc.
• Who your customers will be: middle-aged men looking to get back in shape, high-level athletes, millennials looking for a new way to work out.
• Where your personal trainer business will operate from: Your own personal training studio, rented space in another gym, the local park or fitness center.
• Basic pricing strategy: How much you will charge per session, costs for renting space/equipment, your marketing budget.

This section is step number one in our guide because it is the first part of a personal training business plan.

However, many people find it beneficial to complete this step after writing the rest of the document. At this point, they are usually better prepared to answer the above questions.

Step Two: Analyze the Personal Training Market

Next, you need to analyze the personal training market. This will include the local area you will operate in as well as national — or even global — trends.

Completing this section shows you understand the personal training industry and may give you ideas about how to run your fitness business more effectively.

Include information such as:

• What are the most popular types of personal training?
• Is the industry growing or shrinking?
• How has Covid-19 affected other trainers?
• Approximately how many personal trainers will you compete within your area?
• How does a self-employed personal trainer find customers on a national and local level? Will it be beneficial to become active on social media, sign up to certain forums, advertise in local media?
• Do you have a lot of competition in your niche? Is the service you plan to offer in-demand? If not, how will your marketing strategies help you stand out?
• What qualifications do the personal trainers you will be competing with have? Are there any qualifications you could get to make yourself stand out?
• How much do personal trainers in your niche charge per session? And how do your planned prices compare to those of existing trainers?

When completing this section, it’s best if you can include specific figures. Searching on Google will provide you with a lot of information you can use. Or you can speak to other people you know in the industry.

Step Three: Perform a Customer Analysis

Next, you can talk specifically about the potential clients you will target.

You should find demographic information about your local area, such as the size of the population and the percentage of people in different age groups.

You can also focus on the intrinsic motivations of your customers. Thinking about what motivates them, how they like to work out, and why they might need a personal trainer can help when it comes to the marketing and operational parts of your business plan.

Step Four: Write Your Sales Plan

In the sales plan, you can map out how you will make sales and how many you expect to make. Things you can include in this section are:

• How many sessions a day or week will you run?
• How much do you expect to charge per session?
• Will you run discounts for clients who bulk buy sessions? How about people who refer other clients to your business?
• Using the above information, how much do you expect to earn per session, day, or month?
• How will you process sales? For example, will customers pay cash in hand on the day, or will they pay when they book a session through your website or app?

When writing this section, it will help if you have an idea about your costs and industry standards. This will help you choose a price point that is competitive while being enough to keep your business profitable.

Step Five: Write Your Personal Trainer Marketing Plan

It’s all well and good having a sales plan, but you’ll need a way to get your client base to pay for your service. In the marketing plan, you can describe all the ways you will try to attract clients, as well as any costs associated with this.

Some ideas include:

• Being active on social media.
• Using referrals to encourage word-of-mouth.
• Using PPC adverts on Google.
• Advertising in your local gym or fitness centre.
• Adding your Google My Business listing.
• Advertising in local office buildings or other places where your target customers gather.

When writing your marketing plan, you should go into detail about how you will utilize the techniques you choose.

For example, if you want to get new clients through Google search queries, list the queries you will target and provide estimates for how much you expect to spend on this area of marketing.

You can read more about personal training marketing ideas here.

Step Six: Write Down How Your Business Will Operate

In the operations section of your business plan, describe how you will run your business. This will include all the things you need to do daily to provide your service.

Where possible, include specific details like exact locations, prices, and times.

Image source

Completing this section in as much detail as possible is a good way to spot if you are missing anything before you start.

In this section include:

• How many sessions you will run every day and when you will run them.
• Where you will run the sessions.
• How you will gain access to the locations you need to run the sessions and how much this will cost.
• The steps you will take to measure the progress of clients.
• When you will take care of other aspects of your business, like marketing, accounting, etc.
• Do you need to provide anything for clients (water, etc.). If so, how will you source this?
• How will you process client payments?
• How will you process and organize bookings?
• Anything else you think is important to the running of your personal training business.
• Do you need to hire any extra staff? If so, how will you manage them?
• Do you need any qualifications or certificates before you can start your business?

One tool that can help streamline your personal training business is your own app .

By asking customers to download an app, you make it easy for them to book and pay for sessions on the go. You can also add helpful content such as videos, blog posts, or social media links that can help your customers achieve their fitness goals.

Click here to find out how you can easily create an app for your personal training business.

Step Seven: Your Qualifications

Write down what makes you suitable to be a personal trainer. Include your qualifications and experience in the industry. If you are going into business with anyone else, you can include information about their suitability for the role.

Step Eight: Financial Plan

The final step is to check the financial viability of your plan. In this section you should include:

• Startup costs: What do you need to pay for before going into business?
• Operating costs: How much will you spend to run your business? This can include rental costs, replacing equipment, costs associated with software to help you run your business, costs of hiring staff, marking costs, etc.
• Expected revenue: Here you can write down how much you expect your business to earn every day, week, month, year, etc.
• Break-even analysis: If you have high startup or operating costs (for example if you rent a space to run your business from) this section will show you how long it should take before you start making a profit.

This section will show you what you need to do to stay financially viable as a business. It will show you if your business model is realistic or if you need to make adjustments to prices or costs to hit your earning goals.

Wrapping Up

Now you’ve finished your business plan you can begin to take steps to put it into action. If you noticed there are areas of weakness in your business, now is the time to make changes to strengthen your position.

If you want further information about starting your business, check out these articles on writing a business proposal in 2020 , and writing an effective small business marketing plan .

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Need a Personal Training Business Plan? Here’s How to Write One

You’re a pro at proper exercise form and chock full of awesome tips for meal prepping, but when it comes to actually running a successful fitness business – you might be feeling a little lost.

Being a personal trainer means wearing many hats, including that of a business owner. And to think like a business owner, you need to have a plan (and a backup plan or two).

We’re going to share why having a personal training business plan is so important and provide step by step directions so that you can create one for your business.

Let’s get started.

• Chapter 1: Why you need a business plan as a personal trainer
• Chapter 2: 6 steps for writing your personal trainer business plan
• Chapter 3: Ready to write your personal trainer business plan?

Why you need a business plan as a personal trainer

If you didn’t know, you definitely need a personal training business plan. Let’s talk about why:

Business plans give you focus and clarity.

Without a plan you will often find yourself feeling like a lost puppy. And if this is your first time running a business, you’ll inevitably run into big mistakes like: underestimating expenses, overestimating earning potential, wasting time on things that won’t bring you results, and getting blindsided by the unexpected. Mitigate these concerns by preparing for them and getting focused with a business plan.

Business plans are crucial if you want to raise money from banks and investors.

If a time comes where you want to bring on investors in your business or take out a business loan, a business plan shows interested parties that you are focused and professional. It also helps them understand the ins and outs of your business so that they can make an informed decision. Most investors or banks won’t even consider you without a well thought out business plan.

You need a business plan to expand!

You want your business to continue to grow. A business plan can help you determine the steps you will take to do just that. As your business expands, you’ll also most likely want to bring on additional employees or stakeholders; a business plan helps them see what your goals and strategy are.

6 steps for writing your personal trainer business plan

Now you know why you need a business plan. Let’s get into how to write one.

1. Find your niche

When you sit down to write your business plan, the first thing to think about is who your business will be serving. This is your target audience or your niche. Getting really clear on your niche is crucial as it will influence important things like your marketing strategy and the services you will offer.

If you aren’t clear on your niche for your personal training business , here are some tips to help:

Think about who your happiest clients are ; these are the people that understand the value of your service, have worked with you the longest, and are eager to share their positive experience. Are they busy women looking to lose weight? Or are they seniors looking to gain more strength and mobility? Which client have you been able to bring the best results?

Make sure your niche is the right size . So when thinking about your happiest clients (and not-so-happy clients), you may have a few segments come to mind. The important next step is making sure that those segments are the right size. For example, targeting “people that want to get in shape” might be a bit too broad. Whereas, “people with rotator cuff injuries” might be a little too narrow.

You’ve got to find the sweet spot, where the market is large enough to meet your revenue goals, but not so big that you aren’t able to tailor your marketing efforts accordingly.

Pick a niche that matches your passion and your skills. Lastly, an incredibly important part of niching down is making sure you are qualified to work within your niche and that you actually enjoy doing so. This part is especially vital because it determines how you will excel in your business and build your reputation. The passion for what you do will come in handy when things get tough, and your expertise/experience in a certain area makes you more qualified than others to serve your particular niche.

Once you know your niche, you can break down your target market even further by creating an “Ideal Candidate Profile”. When doing this, you think of the client you’d like to serve, getting as detailed as possible. Write down their demographic, hobbies, goals, etc. Getting specific within your niche will help you get a much better return on your marketing and help you move forward in your business with more focus.

2. Know your unique selling proposition

Ok, now you have your niche locked down. You know why you are most qualified to work within that segment, but how will you help your ideal clients understand why they should work with you? Why should someone hire you instead of your competitors?

In other words, what is your unique selling proposition?

A unique selling proposition (USP) is the one thing that makes your business better than the competition. Form a bold USP in your business plan and use it to influence marketing and messaging decisions.

To get clear on yours, think about what your ideal clients need and how your personal training provides that for them. Focus on what you do well (not what others do poorly).

Keep in mind that your USP should be something you can prove, not a vague, general statement. For example, saying that you have “the best customer service” won’t work because anyone can say that and no one can really prove it.

3. Determine services and pricing

A really important aspect of a business plan is determining what exactly you will offer and how you will price it. The modern personal training business should offer a mix of services, not just hourly one-on-ones.

Here are some popular services you can offer:

• 1-on-1 personal training
• Hybrid personal training
• Online personal training
• Live or in-person group classes
• Online group challenge
• Template program
• Semi-private personal training

In-person training is usually the most straightforward to price. You just need to decide on an hourly rate. When doing so, don’t forget to take into account the amount of time that you will spend on marketing, admin, preparing for sessions, and more.

Adding online personal training can also be really profitable , though it may take a little more thought to determine your prices. Here are some things to keep in mind:

• With online personal training, you will spend most of your time behind the scenes. You won’t be meeting often with your clients for in-person sessions, so you probably won’t want to charge per session.
• Your online personal training packages probably include more than just workouts. When setting the price for your services, you must also consider nutrition and habit coaching, personalized workouts, and anything else you might include in the package.
• There is more than one way to package online personal training and every business is different. Your services will vary from client to client.

At TrainerFu, we know online personal training is the key to scaling quickly. Our personal training app makes it easy to add online components to make your fitness business more robust.

4. Calculate the cost of running your business

Here’s the fun part… how much will it cost to run your personal training business? Ok, so it’s not actually that fun, but it’s a necessary step in writing your business plan.

Like every business, personal training comes with many expenses that you’ll need to factor in and prepare for. You’ll want to write down and calculate every cost for your business, like:

• Rent - Do you own a gym? Do you rent space in a gym or studio? Depending on your operation, this cost can range a great deal. Either way, it will likely be your most expensive necessity.
• Equipment - Once again, this expense will depend on your operation. You may get to use equipment as part of your agreement with a gym, or maybe you train from your home gym or small studio, in which the initial cost of purchasing all the equipment you need might be a little high. Will you have any recurring equipment charges? Factor all of these things in.
• Utilities - Do you need to pay for Internet at your studio? How about electricity? Make sure to consider all the miscellaneous utilities it takes to run your business.
• Marketing - Though there are plenty of ways to market yourself for free, when you’re ready to scale quickly, you will likely want to spend a little bit on marketing. Be sure to leave room in the budget for this expense which might include website fees, content creation, paid ads, social media promotion, and more.
• Additional operating expenses - You’ll also incur additional expenses that are required to operate your business like a payment processing system, payroll software if you have any employees, and insurance to keep you protected from liability.

5. Sales volume breakdown

Now that you have a better idea of how much it will cost to run your business, you can easily determine how much you will need to earn to make running the business worthwhile.

You can very simply think about how much you want to make each month (your profit), then add the cost of your expenses. The number you get is your revenue goal – the target amount you’ll want to bring in.

Profit + expenses = Your revenue goals

Keep in mind that your revenue goals can change. When you’re just starting out, you may be happy with a humble profit. As time goes on and your business grows, you will be able to invest more in the business and make more money per month.

Set three, six, and twelve month profit sales goals. Use your goals as a guideline so that you can know how much money you need to bring it to make the business work.

6. Create a sales and marketing funnel

No business plan is complete without figuring out how you will market your business and make sales. The best way to start is by building a sales and marketing funnel. This is a marketing process that moves clients from getting to know you to ready to buy from you .

The three steps of this client journey are:

• This involves building awareness and getting people interested in who you are. A couple of the main methods in this stage are getting someone to visit your website, join your YouTube channel, or follow you on Instagram. Get people curious enough to open up a communication channel with you.
• Once your prospects have opened that channel by providing their email address or following you on Instagram, it’s time to nurture the relationship with engaging and informative content. Your content helps you communicate to leads that you’re relatable, an expert, and the personal trainer that can solve their problems.
• Now that you’ve convinced your ideal clients that you know your stuff, it’s time to hone in on your killer offer and share it with them via your communication channels. Since you’ve spent the time building trust and nurturing those relationships, clients at this stage should be more than ready to buy from you.

Sales funnel examples

Now let’s see these three stages in action. Use these examples to help you determine the path someone will take to becoming your customer.

Online directory + Free PT session + sales meeting Instagram + irresistible offer + sales call Instagram post + content marketing (email + Instagram) + irresistible offer + sales call

There are a multitude of sales funnel variations. Plan to start simple then try out more complex funnels once you have a little more marketing experience. If you need more help, check out this blog that goes in depth on creating sales funnels for your fitness business .

Ready to write your personal trainer business plan?

We hope these tips help you feel more confident in this very important aspect of building your personal training business. Having a plan will give you more direction so that you can better execute running your business and not get overwhelmed when things get challenging.

However, keep in mind that in business, things don’t always go as planned. Your plan doesn’t have to be set in stone. In fact, learning how to adjust can help you be more successful. Come back to your plan from time to time to review and revise it.

Though it takes a little time, having a business plan written down is a great accomplishment for your business. Happy planning!

Further Reading

How to get testimonials from your personal training clients with examples & templates, how to start a personal training business from scratch, 5 things every personal trainer bio must have to be effective., 8 profitable personal training business models for 2024 (+ examples), how to keep your personal training clients accountable, how to retain more personal training clients in 2024, how to start a successful online personal training business, the ultimate guide to instagram marketing for personal trainers, personal trainer marketing: how to get more clients fast, fitness email marketing: the definitive guide, the ultimate guide to building your personal trainer website, the definitive guide to tiktok marketing for personal trainers, try trainefu for free, trainerfu - the best personal trainer software, ios app for personal trainers, android app for personal trainers.

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• Workout Plans

Step-By-Step Guide to Starting a Personal Training Business

Congratulations! You passed your online exam and have earned your personal trainer certification . Now comes the time when it's necessary to decide where you will work and how you will start your personal training business.

This blog 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 implications, so there are many nuances that are not covered within this guide.

With that said, let’s dive in!

No matter which field you work in, being an entrepreneur and starting a business require 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 gaining customers, it will take time to develop a client base.

Plan on taking three-to-six months at the minimum to establish a revenue stream through a personal training business. When you're just starting your personal training career , whether, in real life or online, clients won't just find you. You have to hustle to get out and find them, so get to it!

2. Do Your Research

Starting a business means you’re not going to be working for an employer and instead will become an entrepreneur. You may want to research whether it is worth your time and resources to start a business entity like a limited liability company (LLC), which can separate your assets from that of your business. These rules vary from state-to-state; spend a little time to research what would work best where you live.

3. Invest in Liability Insurance

Where will you provide personal training services? Will you be paying for a space in a facility, or do you plan on working in clients’ homes? In either case, it will be necessary to invest in liability insurance. Most facilities that allow personal trainers to see clients will require this. If you’re going into clients’ homes, it's a good idea because, like forming an LLC to separate your business from your assets, it could protect you from any liability in the (unlikely) event a client becomes injured. As an NASM Certified Personal Trainer, you have access to an affordable liability insurance program .

4. Scope Out the Facility

When scoping out your facility here are 4 really helpful questions to consider asking before you make any decisions. Only after you have weighed the potential answers to these questions should pick a facility.

• If you do decide to work as a contractor, where you are paying rent for space in a facility, what type of support, if any, will the facility offer? 
• Will you have the opportunity to meet with new members of the facility? 
• Will you be able to solicit existing members, or will you be required to do your marketing to bring clients in? 
• How is the facility managed? It may be a popular place to work out. Still, if it's not professionally managed, you may want to consider whether it's worth your time to establish a formal business relationship.

5. Invest in the Right Equipment

If you decide to market yourself to clients in their homes or offer workouts in a location like a park, that will require you to invest in some exercise equipment. That's because you'll want to be sure to have what you need to successfully apply the different stages of the NASM Optimum Performance Training™ (OPT™) Model of program design.

From medicine balls to rubber resistance to kettlebells to adjustable dumbbells, there are a number of options. Your budget and ability to transport them to the locations where you will be seeing clients will help determine the best equipment to suit your needs.

If you are going to offer workouts at a park, make sure you check with the local park department to see if any permits are required.

For example, in the city of San Diego, it is okay to train one or two people at a time in a city-managed park. Still, groups over the size of four require a permit issued by the park authority (which requires having the proper liability insurance).

Graham King, the owner of Urban Fitness in Washington, DC, started his business by offering workouts in a park and has grown to have three locations. As Mr. King demonstrates, park workouts can be an excellent option for starting a fitness empire, but you want to be sure you do it correctly.

6. Consider Online Coaching Options

If you're going to offer online personal trainer programs, how will you market your services and deliver the workouts? Will you sell static programs or offer to coach through an online service? Another option is to provide live coaching via apps like FaceTime, Zoom, or Facebook Live.

Kira Stokes, an NASM Certified Personal Trainer in New York City, teaches live classes and works with clients in person. She also has evolved to offer a successful app based on her 'Stoked Method' that reaches thousands of people a month, in addition to training clients online through video conferencing.

The point is that 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, but it will take time to be successful.

7. Identify Your Target Market

Whether you are offering your services live or online, who is your target demographic? Who are the clients that will receive the most significant benefit from your services? It's one thing to offer a variety of different types of workout programs.

Still, if you identify a specific target market, that could help you develop your messaging for how you market your services.

For example, offering weight loss and muscle-sculpting programs in an area with a large population of older adults may not resonate with an audience. Who lives in your immediate area? What types of clients do you want to work with? Take some time to brainstorm a target demographic like new moms, older adults, or teenage athletes, then identify the most effective method for communicating with them to attract and earn their business.

8. Create a Brand

Once you identify a target demographic, how will you communicate with that demographic so they can understand the benefit of your fitness services? Marketing is branding, and branding is marketing; creating a brand identity can help you to communicate with potential clients.

When you think of tissues or adhesive bandages, brand names like Kleenex or Band-Aid tend to pop in your head right away. This is called 'top-of-mind' brand recognition and is the power of developing a recognizable brand identity.

Ms. Stokes used the convenience of her last name to establish her 'Stoked Method,' an instantly recognizable brand that has developed a strong following for her workout programs and coaching services.

9. Research Payment Methods

Whether you offer live or online services, how will your clients pay you for your time or the programs you sell? Just like technology has made it possible to reach clients anywhere in the globe, it will be necessary to research payment methods.

You can start an account with PayPal, Venmo, Square, or any other service so that you can be sure that you are adequately compensated for your time and efforts.

A lot goes into starting a fitness business. There is no guarantee of success, but if you have the hustle, put in the work, and apply these nine steps, then you will be well on your way to a long, rewarding and potentially lucrative career as a fitness professional.

CONCLUDING THOUGHTS AND ADDITIONAL ADVICE

If you choose to work for an employer like a health club or fitness studio, they should have training and development programs in place that will educate you on what you need to do to work in their operation successfully.

The role of the fitness manager is to support you as you start your business. Listen to their advice because they know what works. Also, look for the more experienced, established personal trainers and ask for their help on how to be successful in that business model.

ONE LAST THING TO CONSIDER 

If you plan on opening a facility, it requires several different steps from finding the best real estate to hiring the right contractors for the build-out. Therefore, these recommendations are for those of you who are considering becoming an independent personal trainer either contracting with a facility, working in clients’ homes, or offering online coaching programs.

Coping with Pressure, Anxiety and Adversity in Uncertain Times

Push, pull and shift: learn the power of perturbations, pete mccall.

Pete McCall is a NASM-CPT, PES, Certified Strength and Conditioning Specialist (CSCS), international presenter, host of the All About Fitness podcast, fitness blogger and an author of several articles, textbook chapters and the book Smarter Workouts: the Science of Exercise Made Simple. In addition, Pete holds a master’s degree in exercise science and has been educating fitness professionals for more than 15 years. Currently Pete lives in Encinitas, CA where he is an education consultant and content creator for Core Health & Fitness, Terra Core Fitness and 24 Hour Fitness.

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7 Simple Steps for Writing a Personal Trainer Business Plan (with Templates)

• Last Updated: 25th November 2022
• Personal Training Resources
• Editors: Harry Griffiths
• Verified By: Abbie Watkins

If you’re just starting on your own as a PT, writing a personal trainer business plan is one of the most important first steps you’ll have to take.

In this article we’ll cover:

Why Do I Need a Personal Training Business Plan?

Step 1: write your personal trainer business plan summary.

• Step 2: Detail Your Qualifications on Your PT Business Plan
• Step 3: Pinpoint What You Sell When Writing a Personal Trainer Business Plan

Step 4: Perform a SWOT Analysis as Part of Your Personal Training Business Plan

• Step 5: Outline Your Marketing Strategies in Your PT Business Plan
• Step 6: Include Your Financial Plans & Projections in a Personal Trainer Business Plan
• Step 7: Conclude Your Personal Training Business Plan with a Closing Statement

Before you start with your PT business plan, there’s one thing you should always factor in, and that’s professional development.

With  our Level 4 Sports Nutrition Course , you’re able to set yourself apart from the competition and ensure your business can thrive in a competitive industry.  Download our free course prospectus to find out more !

EXPERT ADVICE ON BOOSTING YOUR PT INCOME

12 ways you can boost your pt income.

Before we look in detail at the process of writing a personal trainer business plan, it’s vital to understand why you should produce one. 

In short, a personal trainer business plan acts as the guide for where your business currently is, where you aspire to be, and how you’ll get there.

As you can imagine, this is vital for establishing your business and plays an integral role in:

• How to make money as a personal trainer
• How many, and the kind of, clients you attract
• How you market yourself
• Who your competitors are, and how you’ll beat them

It’s easy to assume that you’ll be the only person who’ll see the business plan for your personal trainer business but it will play a vital role in securing external funding if that’s what you need.

You will have to show prospective investors what you plan to do with your business and outline every detail if you’re looking to secure money from a third party.

Ultimately your personal trainer business plan is an opportunity to showcase your brand and display what you’ll be contributing to the fitness industry. 

Every successful personal trainer business plan should start with a summary. This is an overview for readers and potential investors, covering:

• Who you are
• What your business offers, and your target market
• Your financial state, and projections for the future
• Your marketing strategy
• Plans for the future

Despite it seeming simple, this is one of the most crucial parts of any business plan for a personal trainer because it’s the first impression you’ll make. 

You’ll need to summarise for the reader what you’ll be covering so they’ve got a good snapshot of your business and the service you will provide.

This personal trainer business plan example from CIBT Visas, a global financial company, is a great illustration of how it should be done:

Just from this short section, we find out a few key points about CIBT, including:

• What they do
• Where they operate
• Their core values
• What they aim to achieve

This should essentially contain your personal trainer mission statement and what you intend your brand to achieve and fulfil!

Your next sections will expand on these key features, and offer a more in-depth look at what you do, and where you can take your business.

Step 2: Detail Your Qualifications on Your Personal Trainer Business Plan

Following your summary, your personal training business plan should lead into a comprehensive inventory of your qualifications and certifications.

This serves a few different purposes. For any potential investors or banks, you’re proving that you’re well-positioned to provide a service to your clients.

Each qualification is an indicator to those who want to put money into your business that you’re a professional able to bring return on their investment with trustworthy expertise.

Each one is also an example of the different areas your business could branch into in order to grow and develop. For example, any specialist Level 4 master personal trainer courses you’ve completed  show a potential for advancement .

You should include a list of qualifications as well as where they come from. This will show that you’ve completed a course with a reputable provider and allows potential investors to see your credentials.

You should list them simply, like in our own personal trainer business plan sample below:

Diploma in Personal Training - OriGym COE Level 3 Exercise Referral - OriGym COE Level 4 Advanced Sports Nutrition - OriGym COE First Aid for Sports - British Red Cross CPD in Strength and Conditioning - OriGym COE

This list offers a comprehensive overview of our example PT’s qualifications, as well as where they were achieved. 

CPD fitness courses will also help demonstrate a wide ranging skill set and areas that your business could potentially branch into! 

Step 3: Pinpoint What You Want to Sell When Writing a Personal Trainer Business Plan

Next up for your personal trainer business plan is detailing exactly what it is that you intend to sell and how you plan to cater to a particular audience and customer base.

This should be one of the most extensive sections of your business plan template. As a personal trainer you need to put trust in your services and your ability to meet other people’s fitness goals as well as those you have for your business.

This is your opportunity to detail all of your revenue streams and the different ways in which you intend to make money for your business.

This is also a way of illustrating why there’s room in the market for your business to cater to a particular demographic and offer a service that there’s a want or need for!

This may sound simple but plenty of trainers will miss out revenue streams from their personal training business plan, or don’t detail potential opportunities for expansion and selling other services or products.

Most PTs will have several revenue streams and you want to make sure you detail all of these without putting too much emphasis on the most lucrative ones.

For example, you don’t want to just detail your one-to-one training, despite it probably being your main source of income!

Some of the revenue streams you might want to include on top of this are:

• Online or face to face seminars
• Nutrition consultations
• Affiliate marketing with prominent brands such as sportswear and supplement brands
• Personal trainer tutor for a training provider
• Workout guides or ebooks
• Speaking at fitness or educational events

You also need to find your personal training target market . 

Something holistic like ‘gym goer’ is too broad and will hinder your ability to create marketing strategies and develop your business.

Expand The Services of Your PT Business!

Grow your business with our Level 4 Sports Nutrition Course, combining personal training with nutrition advice!

Your target market is the ideal customer and should be directly linked to the services you’re offering. 

You need to be able to show why you’ve chosen this demographic and how your product or service answers their specific needs.

Again, the more specific you can be the better. Some examples include:

• People with physical health conditions or impairments
• People with long term health conditions during rehabilitation 
• Women under 30 looking for postnatal classes
• Athletes looking for strength and conditioning training

We’ve written our own personal trainer business plan example for this particular section that you can use as a template:

My business offers one-to-one, bespoke, personal training sessions for women who are 40 years of age or older.  My services predominantly focus on helping women use exercise and nutrition to deal with the symptoms and stresses of menopause. My research suggests there is a huge need for a combination of services such as mine, offering nutrition and exercise programmes to help women with some of these issues. All of my qualifications uniquely equip me to work with this demographic to provide a much needed service. I offer nutrition sessions one-to-one, building recipes and selling them as a recipe guide, or working with individual clients to build bespoke nutrition plans. I also offer personal training sessions one-to-one or in groups with other women of the same age or same symptom experience.  Because of how common these issues are in this demographic there’s also a huge demand for seminars and educational sessions in partnership with women’s charities and other healthcare professionals. I provide consultancy on these issues as well as being available for talks and seminars online or in-person for various institutions.

This business plan template for a personal trainer company can be used as a jumping off point and fleshed out for your own brand!

The next thing you will need to perform for your personal trainer business plan is SWOT analysis.

Personal trainer SWOT analysis is vital for determining what you’re doing well and if there’s any sticking points, preventing your business from growing and developing as it should. 

SWOT stands for:

• Strengths - these are the elements you think makes you stand out as a PT making your business unique 
• Weaknesses - this is where you’ll reflect on any areas for improvement or development 
• Opportunities - building on the above, decide on actions that can be taken to improve your business and develop your brand
• Threats - this last step is to assess whether there’s anything stopping these actions from being taken or potential disruptions to how you might want to grow and develop your business

By performing these steps you’ll have an idea of how you can promote your USP and reinforce the other sections of your business plan, realising what gap you’re filling in the market.

You’ll also be able to identify any room for improvement and things that you can do to allow your business to grow.

This will help you by identifying exactly what your next moves are and how you can grow your business moving forward.

This will also help to show potential investors that you’re aware of the challenges your business might face and how you’re prepared to meet them and adapt your business accordingly.

This makes you seem like a more trustworthy investment and somebody who’s aware of how best to return on that investment and grow your business and income!

Step 5: Outline Your Marketing Strategies in Your Personal Trainer Business Plan

Another vital part of a business plan for any personal trainer is outlining your marketing strategies. 

This is vital for both you and any potential investors or collaborators. Here, you’ll outline the specific techniques and campaigns you will use to grow your business and gain new clients!

Showing your marketing plan will also reinforce your understanding of your target market because the particular strategies you use should be dictated by who you’re marketing to.

Identifying Your Target Market

If you’re writing a business plan to open a personal training studio , what’s the age range of your prospective clientele?

As we mentioned earlier, you need to make sure you’re as specific as possible with your target market.

The more specific you can be about the demographic the more specific you can be in targeting them, based on their behaviour and interaction with different platforms.

Using Social Media Platforms Relevant to Your Target Market

You need to make sure you’re aware of which platform is most used by your target age range. 

This is so that you can demonstrate that you understand the best way to target this specific audience with your marketing. 

If you're looking to target an older age range, you may want to get clients from Facebook , as the social media site  tends to be used by an older generation of users.

If you’re targeting young women, for example, you should target platforms such as TikTok and Instagram that are dominated by this younger demographic.

However, some platforms such as Google are frequented by everyone and are a worthy investment no matter your target market.

Using Ads on Social Media

You should also include information about any existing personal trainer marketing strategies you’ve implemented. 

This will show your progress and illustrate your understanding of including this in your SWOT analysis and your awareness of how best to reach your target market.

You can include a screenshot of any existing ads you have on social media but you also need to ensure you include details of any spending and your projected spends on future strategies.

You should also detail any spending you’ve already done for advertising and marketing efforts.

This should include the costs for the maintenance of your existing marketing strategies, as well as any projections for future ones such as getting PT referrals or affiliate marketing.

Showing the Impact of Your Marketing Strategies

You should also make sure you include figures you have about the impact of any existing strategies you have in place.

For example, you might show the reach and engagement of certain ads you’ve had on social media platforms.

This will show what’s worked already and support any request for funds if you can show how and to what end your budget for marketing has worked.

In terms of showing what you’ve already done, this might be simply including a screenshot of what you’ve already spent on your advertising and any leads or impressions generated as a result.

For example, here’s an image of the leads generated by our own Facebook ads within a month:

And here’s what it might look like to show what you’ve spent in order to generate those leads:

This will show a potential investor that your existing spends have been successful and will be considered in terms of how much you can borrow or get.

This way you’re showing that what you’ve spent already has been successful and what you need to continue to spend in order to maintain that success.

However, you may not have already done any marketing in this way. If you’ve worked in a gym chances are you have to promote your own services but you might not have been solely responsible for things like ads and email marketing. 

If you’re just starting out, and this is the case, you should just include projections based on your market research.

Make sure to focus on the aforementioned factors, including any financial projections you can make. 

This way you’re still showing you’re aware of exactly what you need to do and what you need to monitor to have a successful marketing campaign!

If you found this section helpful, you can find out more about marketing your personal trainer business with some of our other articles below:

• Strategies for Personal Trainer Lead Generation
• How to Use Google My Business as a Personal Trainer
• Personal Trainer Social Media: Ideas, Examples & Schedule

Step 6: Include Your Financial Plan and Projections in a Personal Trainer Business Plan

If you’re trying to secure money from a third party for your business, probably the most important sample of your personal trainer business plan is your financial projections.

The level of detail you include will depend on where you’re trying to secure funding from and how far into your business you are.

For example, this will look different for a personal training studio business plan than if your services are online or from home. 

It will also depend on some of the other features from our personal trainer business plan examples, such as marketing.

If you’ve only just started then your marketing costs will be projections rather than the screenshots we included in our own personal trainer business plan sample. 

You’ll need to detail not only what your expenses are or will be, but exactly how you see your business making and maintaining a steady financial flow.

No matter what your brand is, when you’re writing a personal trainer business plan you need to make sure you include the following crucial elements:

• An income statement
• A balance sheet
• A cash-flow statement

We’ll run through each of these now so you know exactly what they entail and why they’re important for any successful personal trainer business plan.

An Income Statement 

An income statement is a crucial part of any business plan template and a personal trainer business is no exception.

This is a statement that shows how much money you’ve made after your expenses and taxes are deducted from your income. 

Any business will keep this anyway for tax purposes and it can be helpful to have those numbers in front of you when you’re looking at ways to grow or streamline your business.

This is especially useful for anybody looking to invest or support your business financially because it shows your business’s profit and success.

It will also show any losses made and where they’ve come from so you can make any alterations.

This will inform and reinforce other parts of your personal trainer business plan. For example, having these figures ready will help you with your SWOT analysis.

Throughout your career you will have to complete an income statement for your business every fiscal quarter.

However, when you’re starting out, and for the purposes of the personal training business plan, you should do one every month for a year where possible.

This will also depend on your personal trainer business registration because your taxes will depend on whether you’re a sole trader or a limited company.

You should check this or use a business plan template for your personal trainer income statement.

A Balance Sheet

Your balance sheet is a calculation of what you have versus what you owe, giving a sum that shows the equity of your business. 

On one side it will list your business assets, which are things you own and could be liquidated and turned into cash. On the other side it will show liabilities, which are what you owe.

Most people will have a mixture of short and long term assets, called ‘current’ and ‘noncurrent’. 

Current assets are those which you could turn into cash within the year so either cash you currently have or accounts receivable (invoices from clients who are yet to pay).

Noncurrent assets are those which you don’t expect to liquidate in the near future.

This includes things like equipment or, if you’re writing a personal training studio business plan, you’d include property on this list too.

This is only in the list of assets if you own the property, though. If you’re renting a space or you’re paying off a mortgage, this would be in the liabilities section.

Liabilities will mostly be related to starting your business and any loans or any costs you got on finance.

Being able to show a healthy balance of these two things is a vital part of your business plan as a personal trainer because it shows the financial health of your company.

Showing that these things are well balanced will demonstrate to a bank or any potential investors that you’re a trustworthy business and will be financially stable enough to repay any money lent.

You should subtract the amount of liabilities from your assets to show the equity of your company.

A Cash Flow Statement 

Any business plan template for a personal trainer business should also include a cash flow statement. 

This is similar to an income statement but instead of just showing how much money you have after your outgoings this calculates the ‘flow’, i.e how much you have consistently coming in and out of your business.

Ideally, you want to be able to show that the flow of money is always positive, meaning you take in more money than you’re spending on expenses. 

Including this in your business plan serves a similar purpose to an income statement in regards to the SWOT analysis too.

Having these figures showing the cash flow will help you identify what’s working best to make money as a personal trainer , and where you could improve or cut back on expenses. 

The cash flow statement should show where your money is low and where there may be a surplus, meaning you have some opportunity to spend or redistribute some funds.

Having these figures will not only help you adjust your business but will also give a good indicator to investors or potential lenders of your financial stability as a business.

Step 7: Conclude Your Personal Trainer Business Plan with a Closing Statement

Last but not least, you should end your personal trainer business plan with a closing statement.

This will serve a similar purpose to your summary from step one but you can now summarise based on everything from the other sections.

This will act as a conclusion and an indication of where your business is up to and what you see as the next important steps.

This will help you to decide what you want to do with your business and the most immediate concerns and actions you need to take.

This will also act as an indicator to investors and lenders that you understand and know what to do with the data from previous sections.

If you can assess your business and read through your PT business plan to make some decisions, this reinforces your understanding of your business and your trustworthiness as a business owner!

After all, in any sample personal trainer business plan this is your opportunity to summarise your successes and illustrate that you understand how to fix any issues, and adjust accordingly.

Before You Go!

Hopefully now you’ve seen our personal trainer business plan examples, you feel ready to start writing your own!

Don’t forget you can grow your business by learning new expertise and skills and offering new services. You can do this with our  Level 4 Sports Nutrition qualification .

Find out more by getting in touch with our team today and download our course prospectus to see how else you can continue to grow your business.

Written by Jessie Florence Jones

Jessie has a 1st class honours degree in English Literature from University of Leeds and an MA in English Literature from Durham University. Naturally Jessie has a real passion for writing especially about film, culture and wellbeing. Outside of writing she loves hiking, country walks and yoga, which she has been doing religiously over lockdown.

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How to write a business plan for your personal training business.

Starting a personal training business is a great idea as it allows you to provide a valuable service to people looking to improve their health and fitness.

It also offers the potential to earn a good income and to be your own boss.

But, before launching anything, make sure you have a business plan in place.

A business plan is an essential tool for any new project, as it helps to ensure that all relevant factors have been considered and that resources are allocated in an effective way. Writing a business plan before starting a new project will help to identify potential risks and opportunities and ensure its success.

In short, a thorough business plan will help make sure your personal training business is profitable .

What should be outlined in the business plan for a personal training business? How should it be organized? Which metrics should be part of the financial analysis? What are some ways to build a solid business plan without investing excessive time?

Exciting news! The forthcoming article holds all the answers to these questions!

Also, please note that starting your business plan from scratch is optional.

Instead, you can download our professional business plan for a personal training business and customize it for your business.

Designing a business plan for a personal training business

Should you consider writing a business plan for your personal training business.

Yes, you should consider writing a business plan for your personal training business.

Building a solid business plan will allow you to:

• learn about the personal training market
• keep up with the latest trends and incorporate them into your project
• find what makes a personal training business viable
• understand clients' fitness goals and health needs to provide personalized and effective personal training sessions
• create a solid value proposition for your fitness coaching venture
• investigate competitor customer retention strategies
• find relevant competitive advantages for your personal training business
• find a business model that secures a healthy net income
• develop and implement a winning strategy that ensures both short and long-term success
• evaluate risks associated with running a personal training business, including client injuries, liability, and professional qualifications

Our team has drafted a business plan for a personal training business that is designed to make it easier for you to achieve all the elements listed.

How to organize a business plan for a personal training business?

Inside a business plan, you'll come across a lot of important information and details. It must be presented in a structured format, to make easy to read and digest.

When we designed our business plan for a personal training business , we structured it in a proper way.

You'll find 5 sections (Opportunity, Project, Market Research, Strategy and Finances) here.

1. Market Opportunity

The first section is named "Market Opportunity."

In this section, our experts have compiled essential information and metrics regarding the personal training industry, including fitness trends, client demographics, training methodologies, and business strategies, providing valuable insights for aspiring personal trainers and entrepreneurs.

We regularly refresh this section for up-to-date data.

2. Project Presentation

Within the "Project" section, outline your personal training business, fitness programs, training techniques, personalized approach, and highlight the unique value proposition for clients.

Also, provide a self-introduction at the end of this section.

Discuss your passion for fitness and personal development, your expertise in personal training, and how you plan to provide effective and customized fitness programs to clients. Highlight your certifications, your client success stories, and your dedication to motivating and empowering individuals to achieve their health and fitness goals through your personal training business.

Our business plan includes text for you. Feel free to edit it to align with your idea.

3. Market Research

The third part is the "Market Research" section.

In this section, you will find a market segmentation analysis for your personal training business.

It includes a study of competing personal training services and emphasizes your business's specialized training programs and competitive advantages. A tailored SWOT analysis is also provided.

4. Strategy

Within the "Strategy" section, a 3-year development plan is outlined, specifying the necessary initiatives to make your personal training business highly profitable.

Additionally, this section encompasses a marketing strategy, a plan to mitigate risks, and a completed Business Model Canvas.

5. Finances

Finally, you'll arrive at the "Finances" section, which showcases the financial metrics and calculations for your project.

How to write the Executive Summary for a personal training business?

The Executive Summary can be seen as a condensed overview of the business plan for your personal training business.

Ensure it's concise, with a maximum length of 2 pages. Emphasize only the significant details.

When you bring your business plan to a bank, this is the part they will read first. It should grab their interest and make them want to read the rest of the plan.

In the Executive Summary of your personal training business, provide answers to these questions: what services does your personal training business offer? who is your target audience? are there other personal trainers in the area? what sets you apart from them? what funding do you require?

How to do the market analysis for a personal training business?

Conducting a market study for your personal training business enables you to grasp external factors like customer demands for fitness programs, competition within the fitness industry, and emerging trends in health and wellness.

By conducting a thorough market analysis, a personal training business can understand client fitness goals, offer personalized training programs, optimize pricing strategies, and execute targeted marketing campaigns, ultimately leading to a larger client base, increased training sessions, and a prominent position in the fitness industry.

Here's what we've incorporated into the "Market Research" section of our business plan for a personal training business :

• fresh and updated data and statistics about personal training businesses, including fitness trends, client demographics, and training methodologies
• a compilation of potential market segments for a personal training business
• the competitive comparison
• the potential competitive advantages for a personal training business

The key points of the business plan for a personal training business

What's the business model of a personal training business, business model of a personal training business.

A personal training business model centers around offering personalized fitness training and coaching services to individuals. Revenue is generated through service fees charged per session or package.

The business model focuses on understanding clients' fitness goals, delivering tailored training programs, effective marketing to target individuals seeking personal fitness guidance, and building strong client relationships based on trust and fitness expertise.

Success depends on delivering measurable results, fostering positive client experiences and recommendations, continuously expanding fitness knowledge and certifications, and staying updated with fitness trends and techniques to provide effective and customized training programs.

Business model vs Business plan

Keep in mind that "business plan" and "business model" refer to different concepts.

A business model describes how a company generates income and operates successfully.

In a business plan, you utilize the Business Model Canvas as a simplified approach to explain the core components of your business model.

Rest assured, there is a Business Model Canvas (already completed) in our business plan for a personal training business .

How do you identify the market segments of a personal training business?

Market segmentation for your personal training business involves dividing your potential clients into different groups based on their fitness goals, preferences, and demographics.

These categories may include factors such as weight loss, strength training, sports performance, or clients seeking specific training programs or specialties (e.g., postnatal fitness, senior fitness, functional training).

By segmenting your market, you can offer specialized personal training services and programs that cater to each segment's specific requirements. For example, you might provide personalized weight loss programs and nutrition coaching for clients looking to achieve their weight loss goals, offer strength training and conditioning programs for individuals aiming to improve their overall fitness and athletic performance, specialize in postnatal fitness and provide tailored training programs for new mothers, or focus on functional training and develop programs that improve mobility, flexibility, and overall functional fitness.

Market segmentation allows you to effectively target your marketing efforts, communicate the benefits of your training programs, and deliver personalized and results-driven fitness experiences that meet the unique needs and preferences of each client segment.

In the business plan for a personal training business , you will get a detailed market segmentation, helping you understand your target audiences and their needs.

How to conduct a competitor analysis for a personal training business?

It's clear that you won't be the only personal training business in your market. There are other professionals offering personalized fitness training and coaching to clients.

Your business plan should include a careful examination of your competitors, considering their strengths, weaknesses, and defining features.

Address their weaknesses (such as lack of specialized training programs, inconsistent trainer availability, or poor customer progress tracking).

Why should you pay attention to these points? Because these weaknesses can impact client satisfaction when it comes to personal training services. By addressing these aspects, you can offer customized fitness programs, provide expert guidance and motivation, and create a supportive and results-driven training environment, establishing your personal training business as a go-to choice for achieving fitness goals.

It's what we call competitive advantages—prioritize building them to stand out in the market.

Here are some examples of competitive advantages for a personal training business: certified and experienced personal trainers, personalized training programs, variety of fitness classes and services, state-of-the-art fitness equipment, flexible scheduling, supportive and motivating environment.

How to draft a SWOT analysis for a fitness trainer?

A SWOT analysis can help identify strengths, weaknesses, opportunities, and threats in order to develop an effective business plan for a successful personal training business.

As you can guess, there is indeed a completed and editable SWOT matrix in our business plan for a personal training business

The strengths for a personal training business

When we talk about the "S" in SWOT, we're referring to Strengths, which are the project's internal advantages or distinctive capabilities.

For a personal training business, possible strengths include providing personalized programs, offering virtual sessions, having a diverse range of experience and expertise, and offering flexible scheduling.

The weaknesses for a personal training business

The "W" stands for Weaknesses, referring to the areas or aspects of the project that need to be strengthened.

In the case of a personal training business, potential weaknesses could include a lack of specialized trainers, limited marketing budget, and difficulty in retaining clients.

The opportunities for a personal training business

O stands for Opportunities in SWOT, highlighting the external factors or situations that can support the project's success.

In the case of a personal training business, potential opportunities may include: offering online classes, creating custom workout plans, providing nutritional advice, and offering group training sessions.

The threats for a personal training business

When we talk about the "T" in SWOT, we mean Threats, which are potential challenges or risks coming from the external environment.

How to elaborate a marketing strategy for a fitness trainer?

A marketing strategy is like a roadmap that helps a business figure out how to reach and persuade people to buy its products or services.

You have to include it in a business plan because it ensures that the business focuses on the right customers, stands out from competitors, and gets the most out of its marketing efforts and resources.

A personal training business can connect with individuals seeking fitness guidance and personalized workout plans by developing an effective marketing strategy that showcases the trainers' qualifications, success stories of clients, and the welcoming and motivating training environment.

Fitness enthusiasts won't hire your fitness trainer without effective marketing; emphasizing your expertise, customized training plans, and proven results is necessary.

Have you considered implementing creative marketing initiatives for your fitness trainer services? Organize fitness challenges or boot camps, collaborate with local health and wellness influencers for promotional partnerships, and utilize social media platforms to share workout tips and success stories.

No need to stress if you're not naturally inclined towards marketing and communication.

How to build a 3-year financial plan for a fitness trainer?

A solid business plan must include detailed financial information such as projected income, expenses, cash flow, and balance sheets.

When constructing your business plan, it is crucial to incorporate revenue projections for your personal training business.

A relevant and credible revenue forecast is vital for your business plan to appear solid when reviewed by banks or investors.

Our financial plan for a personal training business is designed to be user-friendly, incorporating automatic verifications that assist in identifying and correcting any assumptions. This ensures you can build credible projections with confidence.

It goes without saying that you'll have to develop a provisional budget for your personal training business. Pay attention to every expense and don't leave any out (our financial plan includes a complete list for your convenience).

By conducting a break-even analysis, you can assess whether your personal training business will generate profits or not.

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The Perfect Personal Trainer Business Plan and How to Make It

• February 12, 2023
• For Gym Owners

When running a business as a personal trainer it’s important to have a plan in place . This plan will guide your decisions in every aspect of your business, including your services and products, and cost and income management.

Without a plan, your business will be limited to what you can accomplish each day. If you’re seeking finance or investments, you’ll need a detailed business plan. Any lender would require this before even thinking of lending your business money.

To successfully create a personal trainer business plan, you need to have a clear vision for what your business’s future will be. Here are eight steps to help you build and accomplish your personal trainer business plan.

Executive Summary

This is your opportunity to share the proposed identity of your business. Start with your mission statement, which explains what your personal trainer business will accomplish. This should be condensed into a well-thought-out single sentence.

To make your business stand out from the rest, you must clarify what makes your business different. You can do this with two things.

• Core values.
• Training philosophy

Each of these points relates to you as a person. Core values – what you personally believe in. Training philosophy – your training method and beliefs. When you answer those two questions, customers will understand the value your business holds. Then your brand can do the marketing for you.

Once you’ve settled on a mission statement your executive summary should include the following:

• Your fitness specialty.
• Who your customers will be.
• Location of operation.
• Basic financial information.

Competition Analysis

Now you need to get a grasp of the personal training market. You need to analyze your local area as well as national personal training trends. Compare your personal training business to others in your area. What is the competition doing that’s successful? How are they attracting and keeping clients? How can your personal training services be a step above the rest ?

Having good competition analysis shows your expertise in the personal training industry. It helps you stay up to date on your business’s target market. It can also give you ideas and methods of how to improve your business.

To get a feel for your local area market, search for local gyms and fitness centers. Check out their websites, and even visit them in person. Understand what customers want by talking to local gym enthusiasts.

For a national analysis, social media is a great tool. Connect with customers as well as fellow personal trainers.

The competition analysis should include the following points:

• Who is the competition.
• Competitors’ strengths and weaknesses.
• What they provide to customers.
• Competitors’ marketing strategies.
• What makes your business different from theirs?
• How you can capture the market share.

Customer Analysis

In your personal trainer business plan, you need to include what your target market is. It’s important to be detailed. Don’t say you’re simply going after “gym-goers.” Your target market is who your ideal customer will be. They should reflect the services you’ve stated in your executive summary.

Include information on your local demographic, such as population size and age ranges. You can also include what it is that drives your customers. Discover what motivates them, the ways they like to work out and why they would need a personal trainer. This is vital information for you to use in the marketing and operational portions of your personal trainer business plan.

You can go after a certain niche but, don’t limit yourself to working only in those market parameters. Pursuing a certain target market shows your ability to see gaps in market coverage and fill them.

State What It Is That You Offer

As a standard, a personal trainer business will provide a certain service . However, you may want to provide your customers with products as well. In this section, you will highlight what your services and or products will be.

This step is vital. Many personal trainers miss opportunities to expand their revenue. This can happen by not thinking thoroughly about what you will offer and sell. In your business plan, you need to be specific about what the product will be, who will buy it, how it will be delivered, and what benefit it brings the customer.

Good questions to ask yourself are: How will you deliver your service? Will your training sessions be one on one or will you do small group classes? Could you supplement your income through online personal training sessions ?

As a personal trainer, be careful not to overload yourself with too many services. Start with one or two revenue streams and see how they progress. It may be that one provides enough income to warrant more attention, while another may not be worth the time required.  

The sales plan is your opportunity to outline how you will make sales and how many you expect. This section should have the following:

• The number of sessions you will provide each week.
• The cost of each session.
• Will you provide any discounts? Such as for clients who buy sessions in bulk. Or people who refer friends to the business.

This information can give you insight into how much revenue to expect each week or month.

Creating your sales plan will provide you your costs as well as industry standards. This can help you set a session price that is profitable but competitive.

If in your business plan, you will sell products you’ll need to include the companies from which you’ll source your products. Provide an inventory list of what you’ll need to execute your plan.

Get more bookings with the right tool for the job

Staying organized has never been easier.

You can now manage your business and grow your brand with a single, powerful software that keeps all of your appointments in line, your clients organized and your business booming.

Trafft is the perfect personal trainer software for business owners who need to streamline their booking experience both for their staff and their clients.

Trafft handles everything for you, even sending automated email or SMS reminders to your clients. No-shows? Not anymore!

The Trafft booking software adapts to different industries for a blissful online booking experience and employee management.

Want to know more? Check out Trafft’s awesome features to see what you are missing.

Operating Costs

When developing your business plan, you need to analyze your operating costs. This will include costs like rent, insurance, equipment, staff pay, and administrative fees. These all compile into your overhead cost and show you the minimum amount of income you need to keep your business open. Remember that taxes need to be calculated into your operating costs.

Now create your revenue projections by making a high-low chart, including one column for your worst-case scenario and one for your best.

The best-case scenario is your revenue projection if everything went right and you met or exceeded all expectations. The worst-case scenario would be the opposite. It would be the absolute minimum amount you would make.

In the operating costs of your personal training business plan, you need to explain and justify your prices. These need to be compared to those of your competition and demonstrate how they will fulfill market trends.

Another piece of information to include is your profit margins. You can calculate the margins per hour or month. If once you’ve completed your margins you’re not happy with them, go back and adjust your sales plan.

Advertising and Marketing Strategy

At this point in your personal training business plan, explain how you will attract your target clients. You must decide on what marketing avenues you’ll use. You also need to explain how you plan to keep the clients you attract.

As a personal trainer, you excel in fitness training and helping clients achieve their goals. However, if you don’t develop and follow a detailed marketing plan your personal training business won’t last long.

Avenues of marketing:

• Active social media presence.
• Using referrals to encourage word-of-mouth marketing.
• Using PPC adverts on Google (You can check the best PPC companies to get some help with this)
• Advertising in your local gym or fitness center.
• Adding your Google My Business listing.
• Advertising in local office buildings or other places where your target customers gather.

A common facet among profitable businesses is most of their budget goes to advertising and marketing strategies. The same goes for your personal training business. A consistent stream of new clients is what you’re after.

How Your Business Will Operate

In this section of your personal trainer business plan, you will provide details on where your business will operate, such as the physical location, facilities required to provide your services, and any suppliers if you’re regularly buying software or equipment.

This information needs to be as detailed as possible. It can let you know if you’re missing anything. Describe the following points:

• The number of sessions and when they will be completed.
• Session location.
• How you will monitor clients’ progress.
• Will you provide any amenities to your clients (water, etc.)?
• Client payment processes.
• How will you manage client bookings?
• Will you hire additional staff? How will they be organized?
• Are any certificates or licenses required to start your business?

Financial Plan

As a personal trainer, your business plan needs to include a financial plan. If you wish to seek investments, this section will provide insight for potential investors.

Things to include:

• Startup costs.
• Operating costs.
• Expected revenue.
• Break-even analysis.

These will provide you with what your business requires to stay afloat and financially viable. This will show if you need to make any changes to your personal trainer business plan, whether you need to adjust session prices, or lower costs.

Personal trainer business plan templates

You can also use some already made templates that you can edit:

• Free plan by moreBusiness
• Free plan by Hezha Muhammad

FAQs about personal trainer business plan

1. what should be included in a personal trainer business plan.

An overview of your business objectives, a description of your target market, a pricing strategy, a list of your competitors, financial predictions, and a staffing plan should all be included in a personal trainer business plan. It should also include a thorough explanation of the tools you employ and the services you provide.

2. How do I determine my target market as a personal trainer?

As a personal trainer, take into account variables like age , gender, fitness aspirations, and geography to define your target market. You could also want to take your target clients’ lifestyles and income levels into account. You can gain a better understanding of your potential customer’s wants and preferences by conducting market research and polling them.

3. What are some effective marketing strategies for a personal trainer business?

One of the best ways to market a personal trainer business is to establish a strong online presence on social media and a website, run sales and promotions to draw in new customers , network with other fitness industry experts, and offer top-notch client service to encourage positive word-of-mouth recommendations.

4. How do I set pricing for my personal training services?

Consider aspects including your level of expertise, the services you provide, local competition, and the income range of your target market when determining the price for your personal training services . Other pricing options, such as discounts for several sessions or monthly memberships, might be something you want to consider.

5. What are the startup costs for a personal trainer business?

The initial investment needed to launch a personal training business might vary depending on the business’s location, available equipment, and marketing costs. Gym rental fees, equipment purchases, insurance, and marketing charges like website design and social media advertisements are a few examples of typical startup costs.

6. What kind of insurance do I need for my personal trainer business?

To safeguard themselves against any injuries or losses that may occur during a training session, personal trainers should think about purchasing liability insurance. Other insurance choices could be disability insurance to cover any potential work-related accidents, as well as property insurance to safeguard any equipment you possess.

7. How do I create a financial projection for my personal trainer business?

Consider aspects like your operating costs, revenue sources, pricing, and marketing budget when putting together a financial forecast for your personal training firm. Based on market research and competitive analysis, predict your costs and prospective income; then, if the market or industry changes, update your projections.

8. How can I differentiate myself from other personal trainers in the market?

Consider offering specialized services or qualifications, giving great customer service, concentrating on a particular niche or target market, or any combination of these to set yourself apart from other personal trainers in the industry. Think about your special skills and expertise and how you can use them to give your clients a better service.

9. What should be my staffing plan for a personal trainer business?

Your personal trainer business’s staffing strategy may be influenced by variables including the size of your company, the number of clients you have, and your growth projections. As your company expands, you might want to think about employing more trainers or administrative personnel to assist with running your daily operations.

10. What are some key performance indicators (KPIs) that I should track to measure the success of my personal trainer business?

Revenue growth, client retention rates, customer happiness, and social media engagement are some key performance indicators (KPIs) that you may wish to monitor to gauge the success of your personal training business. You may find areas for improvement and change your plan as necessary by monitoring these KPIs.

Ending thoughts on your personal trainer business plan

Your business plan is vital for you as a personal trainer. Even if you don’t seek outside investments, this plan will be a valuable reference tool for you. However, remember that no business plan is complete.

No business plan succeeds without any issues. Don’t get sidetracked by small details. Your business will be ever-changing. You as an owner will constantly have new ideas and avenues to pursue.

The goal of your business plan is to give you a vision of what your personal trainer business will be. Just as you as a personal trainer provide a guide for your clients, your business plan will do the same. As the business develops so will your business plan.

• Trafft Team

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Small Business Trends

How to start a personal training business.

Personal trainers are in more demand than ever as more people look to stay fit and improve their health. This has created a huge opportunity for people who want to work in this industry. Follow these steps to learn how to start a personal training business and take advantage of the growing personal fitness segment. 

How to Start a Personal Training Business: Key Steps

Starting requires the following:

• You need to determine your specialty or niche. To decide on one, consider market demand, your expertise, and your interests. Some options include strength training, sports training, weight loss, and rehabilitation.
• Industry-specific certifications include those from the National Strength and Conditioning Association (NSCA) and others that consist of a self-paced online program . 
• After you develop a business plan, you should register and make sure to obtain liability insurance.

As a trainer, you’ll want to invest in equipment that might include mats, resistance bands, and weights. 

Starting a Personal Training Business: Step-by-Step Guide

Follow these steps to a successful business.

Types of Personal Trainers

Trends are essential in the personal trainer market. Personalized nutrition plans and wearable technology can help personal trainers meet client expectations.

You need to understand your competition and the specialized training methods they use, too. Remember, the industry offers a wide variety of specializations and roles so that you can carve out an individual niche. 

Gym-Based Trainer

Gym-based trainers work in health clubs, fitness centers, and gyms. They can also use other areas designated for yoga and group fitness classes.

One benefit of this business model is that every day can be different, and you can work with diverse clients. Challenges include having to work irregular hours to accommodate them. 

Independent Trainer

As the name suggests, independent personal trainers use a different business model. They work outside the traditional gym settings, taking advantage of greater flexibility and opportunity.

These trainers can work in public parks, rented studio spaces, clients’ homes, or virtually. One challenge is that they need to develop business skills like marketing and finance. The income can vary and be inconsistent at times.

However, one of the big bonuses here is the potential to scale their business by hiring staff and leveraging digital tools. 

Specialized Fitness Trainer

Consider several niche areas if you’re starting your enterprise.

• For A Specific Sport: Personal trainers need to have a good understanding of the agility, endurance skills, and strength required for a particular sport. For example, someone opening a business dealing with golf would need to understand the biomechanics of a swing.
• For Rehabilitation: These trainers help people recover from surgery or injuries. The goal is to help patients regain mobility, flexibility, and strength. Business owners here need to understand psychology, anatomy and healing processes deeply.
• For Strength and Conditioning: These trainers work with athletes from various sports to boost their performance levels and physical capabilities. To satisfy prospective clients, they must be familiar with and employ scientifically based training practices and regimes. 

Online Personal Trainer

Online trainers are a growing trend. One significant advantage is that this type of business has a global reach and flexibility in scheduling. Business owners training clients online can enjoy reduced overhead, and digital platforms can be scaled up and down.

Conduct Market Research

Understanding the fitness niche is critical, and that’s where this research comes in.

• Outline what you want to achieve. Are you adding a service or location?
• Finding potential clients involves considering factors like age, gender, income level, location, and lifestyle.
• Remember to use location and lifestyle when you’re defining your target market.

Obtain Certifications and Education

Getting a professional certification is a must-have. People with a certified private trainer certificate understand exercise science, nutrition psychology and anatomy.

These trainers also have education in other essential areas like First Aid and CPR. Ongoing education in the dynamic fitness industry is necessary for specific regions like senior fitness and strength conditioning. Personal trainer certification is invaluable.

Choosing a Business Structure

There are a few different types of business structures to choose from. Each one has implications for taxes and liability.

• The sole proprietorship is the most straightforward choice. The income is reported on the owner’s taxes, and there is unlimited personal liability.
• A Limited Liability Company (LLC) offers flexibility by combining the tax implications of a partnership or sole proprietorship and a corporation’s liability protection. This choice protects against personal liability but is more complicated to set up than a sole proprietorship. 

Register Your Personal Training Business

Research the top fitness business names for inspiration and then c heck if your business name is available in your state’s database. There’s a Secretary of State office you’ll need to file with.

• Getting a general business license and maybe even a specific health or fitness service provider license is essential. Check with your local city or county government.
• So you can maintain credibility, make sure to file for copyright protection for your logos, workout programs, and marketing materials. 

Secure Insurance

Insurance needs to be covered. Deal with a local agent or research small business insurance online . Consider the following types:   

• Professional liability insurance covers claims centering around misconduct, negligence and failure to deliver services. It’s essential for these trainers because it could involve allegations of injury.
• General liability insurance protects against third-party claims for personal injury, property damage, and bodily injury.
• You’ll also need product liability insurance if your business sells fitness equipment and supplements.
• Commercial property insurance protects the location of your enterprise and the contents from theft and fire.

Craft Your Business Plan

A well-designed business plan is the cornerstone of a successful enterprise. It must include detailed information on your services, like online coaching and group training. The pricing strategy needs to include package deals and membership fees, as well as whether you’ll charge per session or have a tiered pricing structure.

The financial projections are the meat and potatoes of a business plan, and they need to include revenue streams and startup costs.

Source Exercise Equipment

Are you planning on starting your business outside of the gym? Then, you’ll need to consider sourcing quality equipment. Here are a few things to consider.

The quality of the choices you make will reflect on your company. High-quality equipment fosters a professional image.

Line up your equipment with the type of training that you’re offering. For example, strength and conditioning training should include resistance bands, free weights, and kettlebells.

Quality equipment is designed with safety in mind and is more durable. Look for secure locking mechanisms and non-slip surfaces.

Ultimately, higher-quality choices allow for a more extensive range of exercises and a better revenue stream. 

Managing Finances

Managing your finances properly is essential for several significant reasons. Top of the list is maintaining a cash flow to cover operational costs and invest in growth.

Opening a Business Bank Account

Having a business bank account helps you to track your finances accurately. It’s the bedrock for budgeting and forecasting with your own business.

Separating personal and business finances simplifies tax reporting. Getting started requires an EIN (Employer Identification Number) and personal identification documents.

Financing Your Business

Here are some options for funding your business.

Personal Savings  

Using your money allows you to control the operations completely.

Small Business Loans 

With one of these loans , you can expand your business and invest in more equipment without giving up any ownership of your enterprise.

Get Investors 

Venture capitalists can bring in industry connections and expertise as well as mentorship.

Marketing Your Personal Training Business

A multifaceted strategy is best when you’re marketing your business.

• Free webinars and online courses can be offered to generate leads.
• A resource section blog with infographics, videos, and articles works well.
• A professional website that’s mobile-friendly and optimized is critical.
• Choosing the right social media platforms can mean anything from LinkedIn to Facebook, depending on your target market.
• Local networking can include attending industry events.

Consistently showcasing testimonials on your website has a good impact.

Embracing Technology in Your Services

Digital tools and platforms can help you succeed.  Customer Relationship Management (CRM) Systems and software can manage client data, improve customer service, and track interactions.

Video conferencing software boosts virtual training sessions. Analytics can help track the performance of your social media channels and website. Finally, don’t forget to use social media management tools to schedule posts and manage all your accounts from one place. 

Scaling Your Personal Training Business

Expanding a fitness business means hiring professionals, mining niche markets and leveraging tech to offer online sessions.

• Offer subscription models with a library of workout videos with your personal training business.
• Scale your business up to include mental wellness workshops and nutrition counseling.
• Look for staff members who have certifications in specialties like strength training and pilates.

Launching Your Personal Trainer Business

Personal training services motivate people to change their well-being and health positively. Train clients using tech, build relationships and streamline your operations. Passion, knowledge, and personalized experience can make a difference in your client’s goals and struggles as a certified personal trainer.

FAQs: How to Start a Personal Training Business

Here are some answers to frequently asked questions about these fitness professionals.

How profitable is personal training?

Wondering “ how much money do personal trainers make ?” Good profits can be made but they depend on your business model expertise, clientele, and location. 

How much does it cost to start a personal training business?

The cost varies. A basic at-home or online setup usually only costs a few hundred dollars. If you have some basic equipment, it may even be possible to start a business with no money . However, a fully equipped gym with equipment, insurance, and marketing can cost tens of thousands.

What’s the best way to find clients when starting out?

Offer free social media workshops and/or partner with local health businesses to get started.

Can I specialize in more than one fitness area as a personal trainer?

Yes, there are many low cost business ideas to start in the fitness industry, and many services you can offer under the umbrella of personal training. Doing this can broaden your client base.

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Create a Personal Trainer Business Plan

A personal trainer business plan—does it exist?  

A personal trainer business plan—does it exist? Yes, you’ll find one below.  

But business plans for personal trainers aren’t usually part of the equation.  Most of the time, they’re completely absent.   

Here’s how a trainer usually tries to make a living:  

• Trainer loves the gym and either gets a credential or a university degree. 
• Trainer starts training people. 
• Trainer can’t make enough money and changes careers.

For far too long, the fitness industry has lost amazing coaches who just couldn’t find a way to make a good living. That’s because they had no plan to market, scale up, generate revenue and create a business—either on their own or inside another business.  

Without income to support their needs, these coaches leave the industry because of burnout or because they have to make a change to support their families.  

A solid personal training business plan can change everything for a fitness professional.  

Business Plans and Personal Trainers

Below, we’re going to tell you exactly how to make a good living in the fitness industry.  

We’ve included sections for gym owners and individual coaches because there’s synergy between the two groups—but few people realize it.  

If you’re a gym owner, we’ll explain how you can add  thousands of dollars  of PT revenue to your gym and help someone create a great career.  

If you’re a trainer, we’ll show you how to start or scale your personal training business and maybe even work with a gym owner who will support your business and reduce your risk.  

We’ll talk a little about programming and credentials, but we’ll spend most of our time telling readers how much to charge for personal training, how personal trainers should be paid when working in a gym, how to scale up a business and make more money, and how to add additional revenue streams.  

That stuff has long been  absent from a personal trainer’s education. But know this: It isn’t enough to be a great coach. To earn a great living for decades in this industry, personal trainers need business plans.  

Read on for a CrossFit trainer business plan created by Two-Brain founder Chris Cooper—who went from a str uggling coach to the CEO of a worldwide mentorship practice that helps coaches and gym owners make more money.     

To talk to a member of Chris’s team about mentorship,  click here . You don’t have to figure this out on your own.  

Click here to download the PDF version of this article:  “How to Add $10,000 of Personal Training Revenue to Your Gym in 10 Days or Less.”  

Personal Trainers: You Need a Business Plan

My biggest day as a personal trainer came in July 2005.  

I was working out of a  windowless  10 x 12-foot room in a tiny s tudio.  Two other  duplicate rooms  sat along the back hallway of a coffee bar and tanning business.    

My first client arrived at 6   a .m., and my last  left at 8   p . m. They all stayed for a full hour, and I had  booked 14 in a row. I opened  in the dark, and it was dark  again as I closed  for the night, stomach aching from too much coffee and no lunch.  

I counted up my cli ent hours and multiplied by my hourly rate: $21 . I had earned nearly $300 for my long, boring, starving day.

My first thought : “It’s not enough”.  

My second thought : “This is the most I can possibly earn.”  

And my third thought : “I can’t do this again.”  

M y reason for earning in the first place  compounded the issue . M y wife and baby daughter were asleep at home . I’d missed a full summer day with  them. Avery was walking already  and learning a new word or two every day. We had a new house and one income. But my biggest risk wasn’t financial. It was the fea r of spending every day like this and  missing her little life for the money we needed.  

I had to do something different.   

Building a Career as a Personal Trainer

Into that low point walked Luc and Norm, my first partners in  Catalyst . They were partners in  an entrepreneurial science firm  and asked me to start a business w ith them.  I was still terrified. D espite my angst as an employee, I didn’t want to give up our family’s inco me source. They practically dragged  me into opening my own gym. And, over time, I learned to love entrepreneurship.  

Today, I own several companies in our city. I’m landlord to a dozen others. And my mentorship umbrella includes over 600 entrepreneurs in the Two-Brain Business family.   

But that’s not why I started down this road. I started coaching people because I wanted to be a coach.  

My degrees aren’t in business; they’re in exercise science. Fitness changed my life, and all I ever wanted to do was share that gift with others. Opening a business allowed me to make my passion a career.   

In 2005, it was the only way. Now it’s not.  

In this guide, I’m going to show you how to build a career in fitness.  

The caree r you build might be your own: Y ou might work as a per sonal trainer in another gym,   as  a coach in a gym, or  even out of your garage. Or you might build careers for others: I f you own a gym, this guide will teach you how to help your coaches make great career s without working 14-hour days  or missing their kid ’ s first steps.  

After working with over 1 , 000 fitness entrepreneurs, I’ve seen dozens of ways to make a personal training business scalable and profitable. I’ve seen a dozen ways to make it fun and sustainab le. Here they are, step by step, all b ecause I want to keep you in the game of making others healthy, happy and strong.  

Your friend in the business,  

How to Make a Living as a Fitness Coach

There are three ways to make a living coaching fitness: as an employee, as a subcontractor and as an owner.  

I’ve been a fitness coach since 1996. And I’ve made income under all three models.  

At different stages of my life, each model made me happy. Here’s a quick overview:  

1996-20 01 —E mployee, paid hourly. Getting clients wasn’t my problem; my responsibility was to show up an d train them. This was a “lifestyle job”  perfect for a colleg e student and recent grad. Low pay  but zero risk.  

2002-2005 —S ubcontractor, paid per client. I found my own clients  and basically “rented” space by the hour. This worked well  because I still had very little respon sibility  (and no confidence to  go it a lone, though this would  have been the  optimal time to start a company ) . Eventually,  I hit my ceiling, which you read about earlier.  

2005-2010 —Owner/employee. T hough I owned my gym, I had really just bought myself a job. I wasn’t making more than my  coaches, but I had “control”— whatever that means. I think it means, “I didn’t get paid to mop.”  

2010-present —T rue ownership. I started working with a mentor and built my business to rely on my systems  instead of my back. I make a lot more  and have true freedom of time.  

After 21 years in the coaching business, I don’t coach a lot . But if I could go back to my golden age  of coaching  from 2002 to 2010  and give myself some advice, this would be it:  

• You can’t make a living coaching only group classes. There simply aren’t enough of them.  
• You also can’t make a li ving coaching only  personal training clients. There are plenty of them, but not enough hours in a day.  
• The best ROT (return on t ime) is actually coaching semi – private sessions: 2:1, 3:1 or 4:1. That’s what  many successful trainers d id when  their  time was maxed out .  
• Other people  value things differently than you  do. When I was broke, I thought, “No one will pay more for personal training.” But of c ourse they will, because they’re  not broke.  
• The best opportunities are the ones you, the coach, create. If I had gone to the facility owner in 2002 and said, “I want to coach a cycling group , ” he’d have been overjoyed, and I’d have made far more money per hour. I loved cycling, I was good at it, and people wanted it. But I didn’t pitch the group because I was waiting for the owner to have the idea. Duh.  
• Your best  living comes from a combination of 1:1 training (priced appro priately), small group training  and specialty group traini ng. You can make a great income  and still have very little risk.  

When I opened Catalyst in 2005, I was scared stiff. And rightfully so: I was taking a huge risk with my family’s income. I have a big ego, but even I didn’t have the hubris to think , “This is all going to work out  because I’m awesome.” I just didn’t see any other way to make a living.  

W ith stable gyms everywhere  now , coaches can make a fantastic living without taking that risk. Gym owners  can give coaches opportunities— and a mean ingful, rewarding life— if the gym is set up for them.   

There’s no need to take a huge risk —like I did— to have a huge reward.  

How to Add Personal Training to Your Gym

Our business is not  group coaching. Our  business is training people one on  one. Sometimes that’s done in a group environment.  

Some clients might prefer the privacy of a one-on-one session. Some might prefer the flexible scheduling. Some might have a special condition. But t he biggest obstacle to selling personal t raining se ssions isn’t the price:  it’s you .  

Could you afford a personal trainer yourself? You can’t “sell” personal training sessions because you’re tryi ng to sell  them. Instead, ask yourself  a question : “What would help this client most if price wasn’t an issue?” Then recommend that service. It’s your job to present the best poss ible solution to your client. Doing so  should be one of your values.  

After reviewing opportunities, you’ve pro bably decided it’s time to add personal t raining to your bu siness (or build up the program ) . You’ve delineated the personal trainer role,  wr itten contracts and evaluations,  and presented the opportunity to your staff. Now it’s time to roll  it out.  Here’s how to do it.  

Most of your new personal training (PT)  clients are going to be new clients. Selling PT to existing clients requires a change in consumer behavior that few gyms c an manage. On average, about 10 percent  of PT sales will come from your current clients (see  Skill Sessions below) and 90 percent from new clients who haven’t yet set the  expectation that  “fitness  is done  in a group . ”  

On-Ramps and Intros

Every   gym  need s  a program to  introduce and  acclimate people.  In the Two-Brai n model, we use No Sweat Intros—free consultations— to inte rview clients, listen to their needs and prescribe the perfect solution. As you’ll recall, we always seek to provide the best solution to the client, and in many cases it’s PT.   

Almost all gyms have  o n -ramp programs  of some kind, and they  are  powerful filter s  for group and PT clients, even if an owner or trainer doesn’t know it yet. In on-ramps, trainers can again find out what clients need to succeed, then recommend the right course of action. For some people in the on-ramp, the path to their goals leads through PT.  

Skill Sessions: PT Framed Another Way

Sooner or later, most clients in a group program   will  reach a point where  one-on-one attention is required to address sticking points.  

Skill sessions  are critical to help ing your clients overcome fears and frustrations  and  critical  to helping you put your mark on your programming. Time spent outside the group setting can be  a pivotal game changer but only if  you approach it the correct way.  

For starters, you want your clients  to understand that  a one-on -one coaching session is a high- value proposition. Yes, it’s going to be more intense in many ways than throwi ng down with buddies in the 8 a.m. class.  It’s much more fun to do 30 muscle-ups for time next to friends, for example, than to power out 90 ring pull ups and 90 ring dips in front  of one trainer.  But the session provides  a chance to really work on  sticking points.  

If you are unsure as to how this might look, here are some likely steps:  

• The value proposition:  “You haven’t had a snatch PR in a while.  I know some things that will help, but they’re beyond the scope of this group. Do you have a half-hour free to work on some really specialized stuff one-on-one with me?”  
• Action:  Book a half-hour skill session for $40.
• The delivery:  “Here’s a video of you doing snatches with a  warm-up weight. Now, here’s  a nother as we get into the heavier  weig hts. S ee how you don’t pull yourself under the bar when the weight increases?”  
• Action:  Demon strate exercises that will help and assi gn homework (to be done during open g ym time, f or which you should also charge ) .  
• Homework delivery:  “I’ve shown you how to do overhead squats , and we’ve practiced snatch balance s. We’ve also tried a Sots press as part of  warm -up. I’d like you to do 5  sets of  5 overhead squats  and 10  singles of heavy snatch balance  once per  week. I’ve also added a second homework  assignment that includes mobility exercises and some wider-grip bench pressing. You’ ll do these on your own during open g ym time for two weeks, and then we’ll meet up again and move to the next step. Let’s b ook that appointment time now. H ow’s this time work for you in two weeks?”  
• Action :  Follow up with a dded value o r additional feedback, perhaps  in an email: “Great session today! By practicing your landing and improvin g your overhead position and overhead squat , we can get you under  a PR soon. Here’s your homework  and a link to the YouTube video of our split-screen video analysis. Keep these for reference as you improve. See you next Thursday at 2   p . m . ”  

If you are shy about charging for your time, consider this:  If you  could receive targeted coaching to address your weaknesses from an expert, targeted homework as signments  and video to review, would you pay $40?  

Of course you would. We all would. It is tremendous value.  

Programming homework, upload ing split-screen video  and emailing follow-ups will take a total of five extra  minutes outside the half-hour skill session itself. T racking software will allow you to rec ord notes on a client’s profile. T hey can log   in and access their h omework and video links anytime— and see notices about upcoming groups when they do.  

One-on-one sessions are great for  increasing  gross monthly revenue, but ,  more importantly, they can help people when general group programming cannot. They establish your expertise   and help new trainers be more entrepreneurial.   

It’s a winni ng formula for everyone  

How Much Should You Charge for a Personal Training Session?

Dr. Sal  Arria  of the National Board of Fitness Educators claims the average rate for a personal training session is $60-$70 in the US.  

But that rate varies a great deal . According to  Arria , the  rate’s  princi pal determining factors  are location and experience.   I haven’t found that to be the case.   

While some personal trainers in San Diego charge $25 for a session, others in the same city charge $15,000 for a six-week challenge . And while some trainers with m aster ’s degrees  charge more tha n the average, the most famous personal t rainers in the world don’t list their education anywhere.   

From  Women’s Health Magazine : “ In general, the more fancy-schmancy your gym is, the more personal training sessions will cost. For instance, while personal training sessions at Equinox cost  about  $110  to  $160  per hour, they cost about  $100  to  $155  per hour at Crunch,  $80  to  $130  at BRICK  …  and  $60  to  $100  at Life Time Fitness. ”  

The definition of “fancy-schmancy” might be as hard to fin d as the ideal PT  rate.   

Thumbtack, which probably provides a  better mean average, says personal trainers  average $50-60 per session  across the U.S .  

But  does a personal trainer who charges $160 really make  clients twice as fit as a personal trainer who charges $80?   

Does the trainer  who  ch arges $155 per hour help clients lose weight 55 percent faster than the coach who charges  $100? Of course not.   

A t rainer’s rate isn’t dete rmined by education, experience  or geography. It’s determined solely on her client’s perception of value.  

So w hat’s valuable to a client?  

• Comfort—D oes the trainer make the client feel “at home”? Does he or she create a strong rapport?  
• Convenience—H ow much schedule-shifting must occur for a client to make the sessions? Convenience is a huge reason  many clients choose 1 :1 appointments over  group class es .  
• Location— same as the above .
• Presentation—W ear ing a backwards hat and random T -shirt at the first meeting will probably cut a trainer’s rate in half.
• Personalization—Does the client feel as if the workout program is custom built and unique?
• Path—C an the client see a clear path to achieving his or her goals?  

What’s less valuable to a client?  

• Educ ation, experience, credentials—This is all f ar less important than anyone thinks. Where did Suzanne Somers, the top-selling fitness coach of all time, go to college? She didn’t.  
• Equipment— In my experience, it’s far more important to have a customizable space that changes to match the client’s program at each session.

How Much Should a Personal Trainer Earn?

According to PayScale.com, the average personal trainer makes $18.77 per hour in the U . S. The range of hourly pay for personal trainers is $10.09 ( less than minimum wage in some s tate s ) to $49.73.   

The gre atest factor affecting that  rate wasn’t education, experience or geography. It wasn’t the ability to pr escribe rehabilitative exercise  or even to add a nutrition plan. Personal trainers selling  Pilates charged, on average, 31 percent  more. Personal trainers selling “corrective ex ercise” charged, on average, 23 percent  less.   

This is because clients associate Pilates with a clean, professional environment. And they don’t associate “corrective exercise” with anything at all.  

The highest-earning personal t rainers on PayScale.com were the self-employed (average  of  $83,200). But those numbers don’t account for overhead or administrative costs. When taken into account, self-employed personal trainers might actually make far less.  

Resource:  Personal Trainer Salary in the United States  

Before I took a job at a personal training center, I operated out of my car. I too k my equipment from one client’s  house to another. I had little overhead . But that’s not always the case.  

Finally, experience counts less than the ability to explain value. Starting personal trainers averaged $35,000 per year; trainers w ith over 20 years of experience  averaged $48,000 per year. But the cost of living  increased far beyond the latter amount between 1999 (when I started as a trainer) and 2019 . The standard of living purchased for $35,000 in 1999 would now cost $52,991.60. This means that, after 20 years in the business, the average personal  trainer is poorer than when he or she  started.   

It doesn’t have to be this way.  

The Two -Brain Model allows a personal t rainer to make a meaningful career in  the fitness industry. And the trainer can do it with or without  ow ning a gym .  

How Much Should a Personal Trainer Be Paid?

My record for hours of one-on-one  training in one day is 13. I did not want to live after that day.   

Most gym owners can’t handle more work, and they’ll recruit other  trainers to do PT  sessions under their umbrella. Done right, it can create a fantastic new revenue stream for the gym, help a  new trainer build a career and  provide the best experience for the client.  

I write a lot about the  4/9 ths  M odel  for paying staff. In a nutshell, 2/9 of your gross revenue sho uld cover your fixed costs, such as rent and electricity,  3/9  of your gross revenue should go to the owner and allow purchase of new toys, and 4/9— the largest  chunk— should go to the trainers working with the clients.  

But the traine rs don’t care about percentages. T hey care about dollars.  

At a  globo   gym, the trainer would earn far less than 4/9 on the training they delivered. If the  globo  gym charges $70, it probably pays  the trainer $15-20 for the session. U nder the 4/9 model, we pay  the trainer $31.11 for the same  hour . And if the gym takes  my advice and adds at least 10 percent  to the  globo   gym’s PT r ate, the trainer earns even more .  

Even b etter, the trainer is incentivized to book the highest-value service (4:1 or small-group PT) because she can net more per hour. In our example, the trainer would be paid $75.66 per hour for 4 :1 training. That’s pretty good.  

When presenting the option to your clients, focus on the benefits: personalized attention, private environment, flexible schedule. When presenting PT to your staff, focus on the actual dollar amount earned instead of the percentage.  

We d id over 3,000 PT sessions at just one  of my gyms last year. It’s more than an i mportant revenue stream: I t’s often the  best possible service for  your clients and coaches.  

One final note  on paying trainers: Bill the client up front  but pay  the trainer on delivery of  service.   

One terrible  horror stor y  came when an  owner did the opposite. Clients p aid for their packages up front,   and  then the gym owner immedia tely gave the coach “his share.”  After a few weeks, the coach’s interest started to wane. But the client had paid the business in  advance, so she  had to be served.   

The gym owner had to make a hard choice:  force the coach to fulfill his obligation half-heartedly  or step in and fulfil l the client sessions. What a huge problem.  

The owner chose—correctly— to have the coach fulfill the sessions. The coach got better at scheduling for a  while,  but his disinterest showed, and the client eventually asked for a refund. Of course, the coach’s share was long gone. Was the owner responsible for refunding the client?  

Even the best-c ase scenario was terrible. And because each coach “owned” his or he r  PT  clients, the owner had a lot on the line.   

There are smaller, eas ier problems with prepaying coaches. I f the coach qui ts, someone has to fulfill the  obligation s  to the client. If the coach takes a vacation, does the client take a vacation too? And what happens wh en the coach blows through his or her  money? Will the coach  have to get a different job? Is it the owner’s responsibilit y to help the coach manage  money better?  

Bill up front, pay on delivery and  dodge the landmines.  

Credentials

How muc h education do you actually need  to be a personal trainer?   

Enough to qualify for insurance coverage.    

The cheapest PT  certifications online cost around $69.  Conversely,  others can cost  $1 , 000 for a two-day, in-person course.  

Theoretically, a personal trainer with the first credent ial could sell one hour of time for more than the  credential cost.   

Of course, no one would believe that credential is as valuable as a $1 , 000 cr edential— or e ven a $40,000 bachelor’s degree— would they?  Well,  professionals would know the difference. But most customers don’t.  

Uncertified trainers can still get great results for their clients. They just can’t get insurance. Trainers don’t legally need much education to get started.   

After they begin their practice, though, their education should support both their philosophy and their counter-philosophy. In other words, they should choose educational paths that challenge their belief structure and their current experience.  

What can a weightlifting coach learn  from a spin lesson? Plenty. The coach might learn that he or she  hate s sitting on a bike. Or the coach might learn that he or she  do es n’t like  working out to dance music. Beyond that the coach will learn a lot  about motivating people, personality and charisma.  

Here’s my story about credentials:  In 2000, I returned to Canada from the U . S .  and began to kindle my coaching practice.  Few  other fitness coaches  were  around, so I sought out  conversation online. I found discussion boards  on Yahoo and some other websites.  

I was new,  so  I listed all my certifications:  NSCA CSCS, ISSA CFT, ISSA SPS.  I actually can’t remember all  the parts of my “alphabet soup” now.  In some cases, I even argued that education was  more important than experience  because a coach could easily spend 20 years saying the wrong things.  

What I didn’t realize was that I was justifying my lack of experience to better coaches than me. And to myself.  

Coaching is a two-sided coin. O n one side is the knowledge necessary to get our clients to the ir  goals. The other side is the empathy and charisma to keep them showing up and doing the work . On one side, knowledge; on the other , action.  

I love  attending cer tifications and seminars. I love gaining k nowledge and bringing new ideas and experts to my staff through Two-Brain Coa ching. But when I look at my 10 -year clients, I kn ow they’re  not  around for  new cues or “leve ls” of different movements. They stay for  care.  

The truth we ’d all like to ignore is this: U nqualified coaches still get results.  

Bad “nutrition experts” still help their clients lose weight.  

P90X workouts still make  people fit.  

But no client stays with an uncaring coach for long.  

No client will pay a coach who makes a bad first impression.  

And n o client will weigh a credential against a dirty shirt.  

I was once me ntoring a gym owner through the Two-Brain Business  Incubator program, and he was struggling. Most gym owners can add at least $10,000 to their bottom line by se lling PT  at their gym. But this one wasn’t selling any, and I couldn’t figure out why not.  

He used the same website design as our other clients. He followed the same scripts when a client came in the door. His pricing was perfect, and I knew he had the experience to really help people. But after a full month, he still didn’t have a single client to train one on one. So I asked him to record his No-Sweat Intro and share it with me.  

I was disappointed, but I wasn’t surprised.  

First, the coach started the meeting a few minutes late. The cl ient was on time  but sat waiting while the coach finishe d his workout, put his shirt on  and mixed up a protein shake.  

Now, a client with very low self-esteem might have thought ,  “This is the kind of treatment I deserve,” but not most clients. Five minutes into the video, I could tell the clie nt was looking at the door. The client was being polite but  had decided not to sign up even before the trainer’s swea t could soak through his gray T- shirt.  

The first impression t he client got from the coach : “You  come second.  I come first.”  

No one wants to come second. They’re signing up to fix their problems, not because the trainer needs to make more money.  

Earlier, I mentioned that my business card used to look like alphabet soup. When I wa s  a new personal trai ner, I thought  education was more important than anything else.   

But as time passed  and I met more people in the industry, I realized that education—and even experience—have very little bearing on how successful a coach can be over time. The final epiphany came from a coach named Marisol.  

When  Marisol  opened her doors, she immediately attracted  a few early adopters  of the program she focused on . Her initial  success encouraged her to hire an assistant coach named Paul. Marisol coached the morning clients, and Paul took over in the afternoons.  

Marisol was a highly  trained coach. She was an accomplished weightlifter and had been coaching other weightlifters for more than a decade. By comparison, Paul was a young  but bright  college kid. He had a hard-working nature, and because he didn’t have much experience, Marisol could pay him a small wage. Paul even volunteered to do a free “internship” that lasted three months before he started coaching!  

Things went really well for about a year. Then  Paul grew tired of the low pay  and left to open his own gym.  

Most of Marisol’s clients left with Paul.   

One of my clients was in Marisol’s area for work in late 2014, so I asked him to drop in and take her a coffee. He told me that he arrived at the gym at 6   a . m ., but all  the lights were off. Marisol rolled in around 6:07 with a Starbucks coffee and a hood pulled over her head. As she unlocked the gym doors, four or five other clients emerged from their cars and shuffled inside.  

My client introduced himself. Marisol told him to “go warm up with the others.”      This was a new approach to my client—who was used to being greeted at the door with a bright smile a few minute s before his session began,  then guided step by step through his warm – up. But he p layed along  and asked the other clients what they were doing. One pointed out a post er on the wall with the gym’s “o fficial warm – up” on it, and my client read through it.   

By 6:20, Marisol still hadn’t explained the workout. My client still hadn’t signed a waiver or been asked anything about his exercise experience. He watched Marisol joking with one of the other members—hood still up, coffee half gone. Finally, she walked over to the whiteboard.  

“Everyone ready? Hey, get over here!” she barked at one of her members.   

I won’t share additional  details, but the message was clear: Marisol didn’t want  to be there. It was too early and she was too tired. I n other words, her needs were overriding her clients’ needs. By 7   a . m . , the real workout had just begun, but my client had to leave for work.  

When I called Marisol, she expressed disappointment that so many of her clients had quit her gym to join Paul’s.   

“He doesn’t know anything. H e’s just a baby!  I taught him everything he  know s !” she nearly yelled down the phone line.  

Maybe that was true. But Paul had something  more important than knowledge:   H e had the love and trust of the clients in front of him.   

For more info on becoming a great coach, visit  Twobraincoaching.com .  

Finding (And Hiring) a Personal Trainer

Phase 1 : From Within  

It’s often easier to train a new coach from scratch than to fix a veteran’s mistakes. We run an annual “advanced theory course” to identify clien ts with an interest in coaching and keep their attention in case we need more.

Phase 2 : Local Icons  

Of course, if  another local personal t rainer  aligns wit h your vision, you can give the coach  a great opportunity. As the owner, you can p rovide a stable base of clients, cover all the non-coaching work and costs, and allow him or her to focus only on the area of passion.  Ask your best clients if they’ve worked with other coaches in the past, and then invite those coaches to coffee.  Find out what they liked about their previous coaches.

Phase 3 : Blank Slates  

Your style, clientele or vision might not align with other trainers in your area. Your clients might not be willing to leave their careers to become a coach. In this case, we recommend contacting a local university or  college with a fitness program.  You can offer an i nternship opportunity, which comes with  pro s and cons. O n the one hand, many interns work for free. On the other, you’ll have to “parent” some skills into your new staff that more mature staff  members  might already possess. 

Phase 4 : Ads  

You can find a great example of an ad below. As you’ll see, it was written specifically to screen out certain people and encourage the right people to apply. It also lists the steps in the process so interested applicants understand that it’s an investment with a great reward at the end. When you get to the end of the ad, you should feel like this is a great opportunity, but it’s only available to amazing people who are willing to invest.  

As an additional resource, a sample staff contact is included.  

Sample Staff Contract:  http://bit.ly/JobDescSample  

Sample Job Posting  for Coach  

WANTED: Group  Fitness  Coach and Personal Trainer for Growin g Company  

We are Looking for more members of our team! If you are dedicated to making positive  changes in people’s lives and love fitness, we have an amazing opportunity for you!  

Apply only if:  

–  You are passionate about health and fitness.  

–  You are e xtremely motivated to grow  person ally  and professionally.  

–  You are looking for a career in the fitness industry .  

–  You are  dedicated to working with a top-level team that  continuously breaks  the mold in the industry.  

L et me tell you  about  our company and the posit ion we are looking to fulfill.  My name is Mateo ,  and I run a growing fitness company here in Hoboken. Our business is dedicated to helping women and men achieve their health and fitness goals through nutrition and fitness programs.  

I’m looking  for an enthusiastic, motivated  and energetic person to start training some of our current clients. We currently offer one-on-one customized nutrition, fitness programs,  and small group training. We educate, motivate  and support men, women, and teens to improve their health and fitness.  

We understand that to hire the best, you have to compensate the best.  

Bottom line: you’ll become a part of an elite fitness team that is leading the way in every cap acity.  

My gym offers a  fun enviro nment, great  training equipment, and the  opportunity to learn the inner  workings of a strength  and conditioning gym.  

Oh yeah—I’m also very fair, respectful  and appreciative. I like having fun and making money while providing highly valuable fitness services and products.  

We promote and train from within , and there are  tons of growth opportunities on the horizon. I want someone who enjoys working with people and making a di fference in the lives of others— because that’s  what we do in my studio.  

Are you a n “ A P layer ” ?    

There are a lot of jobs out there today. At Bowery  Fitness , we’re only looking for A Players  to  join our team— people who are committe d to excellence in everything   they  do. They can get a job anywhere, but they take the time to research the companies  they’re considering , they’re selective  in the interviews they do, and they go the extra mile in searching for the right  position because they ’re looking for more than a job. T hey’re looking for a long-term career opportunity. They’re looking to be part of a team  where they can have  a positive impact on the world  through the work they do while  being challenged to grow and become a better version of themselves.   If that doesn’t sound like you, then feel free to stop reading this page and close your browser window now.   

If  you think you are, in fact, an A Player , then please read on to learn more about the exciting opportunity we have available for the right candidate.  

A Fair Warning  

Our hiring process isn’t quick and easy. We’re going to ask you to jump through a few hoops to prove you ’ve got the character and can  demonstrate the values that align with our team and mission.  

You’ll be asked to take multiple  tests.  

You’ll have a least two or three  interviews.  

And we’re going to take our time in making sure you’re someone we want to invest our resources in growing. What we’re really looking for is someone who wants to grow with us in the  years to come.  

Many of our top- performing team leaders got their start in this position as little as 16 mo nths ago.  

And because they’re  A  Players , they were promoted quickly through  the ranks in our company.  

I f I haven’t scared you awa y just yet, then let’s continue.  

Tasks You’ll Be Expected to Perform  

Tracking client progress— To ensure a client’s success in our programs, you’ll n eed to track progress and  current successes and challenges, review client nutrition and exercise log worksheets, and more on a weekly and monthly basis. It will be your job to hold a client accountable to his/her health and fitness program to ensure the best results possibl e  

Perform fitness evaluations— Ideally, you’ll have some fitness ass essment skills and can test for  body composition,  body weight, girth , blood pressure, heart rate, and various strength and flexibility tests. You do not need previous experience, but if you do, that’s a bonus .  

Coach clients throug h fitness and workout programs— You’ll be responsible for weekly exercise sessions and keeping detailed weekly progress reports on the clients you’re working with. If a client is h aving challenges in  his/her program, you ’ll coach, motivate  and  make appropriate changes to en sure consistent progress. You’ll work with clients one-on-one , in small groups an d in large groups. We will show you the ropes for all  sessions .  

Demonstra te proper exercise instruction— This is a big one. I need you to be able to provi de proper coaching, instruction and motivation during a  training session. You should have a working knowledge of the human body (i.e. ,  muscles, movements, functions , etc.)  and be able to provide ap propriate exercises for clients’  goals  

Provide ongoin g health and fitness education— Our clie nts rely on us to service all  their health and fitness needs. It is your job as a fitness coach to provide your clients with health and fitness education on various topics that empower th em to lead healthy lives . You’ll be provided with educational tools and resources,  and you’ll be expected to study them and speak w ith your clients  about them .  

M inimum Training/Skills Required  

– CPR/AED certified.  

– High school degree.  

– Bachelor’s degree.  

– Graduation from an accredited coach’s development p rogram (must be able to provide proof of graduation) .  

–  Must have at least   one group-fitness credential .  

– At least 6 m onths  of  coaching experience (if this requirement is not met, please inquire about our Apprenticeship program) .  

–  Certifications from NSCA, FMS, ACSM, EXOS, ACE (and other governing bo dies) are not required but p referred.  

If you think this is good fit for you, take the first step and apply.  

Job Ty pe: Full  time .  

Who “Owns” the Client?

Many service professio nals build a “book of business.”    

Financial planners, investment salesmen and insur ance agents use the term often.  These are a ll licensees: T hey pay a small fee or percen tage to use a larger brand (such as  an insurance agency or real estate business) b ut mostly operate autonomously.  They might get some small benefit from the brand for lead genera tion or a discount on  signage. T hey might share office space or administrative staff. They’re not entrepreneurs, but they’re mostly responsible for finding their own clients.   

And they also keep their clients for a very long time, even if they leave their agency to work somewhere else.  

For a client list to have value, the agent  must be reasonably sure of  keep ing  the client for decades. For example, when a  financial planner retires, his or her  “book of business”  can be sold to another  because most people stay with their financial planners for life.  In the sale, the retiring planner is  transferring value to another agent.   

This is not the case  in the fitness industry.  

When you enter the Fa rmer Phase of entrepreneurship—the second stage after Founder in the Two-Brain Business model— other fitness coaches build careers on your platform. Your role is to find them clients; provide booking, billing and scheduling resources; cover their insurance; pay for the lighting; give them access to eq uipment; keep your space safe, etc. You have  a dozen other responsibilities.   

Their role is to train the client on the stable platform you’ve built for them.  

The trainers do not  own the client s .   

Whether as employees or contractors, fitness coaches are no t building a book of business  because the client won’t leave the gym to follow a coach elsewhere.  

The coaches and personal trainers at a gym are there to serve the gym’s clients.  

What’s the difference between an  “ intrapreneurial ”  coach and a gym owner? The whole world.  

An intrapreneurial coach maximizes the opportunities created by the gym owner. A gym owner create s enough opportunities for coaches to build  meaningful career s .  

But a gym owner can’t  create a stable home for  co aches if each coach owns his or her  client s .   

I’ve seen thi s case play out over and over:  Gym owner  offers a coach a part-time job. Coach is thrilled  and gets even m ore passionate as time goes on.  Coach wants to make fitness  her full-time career. But how? Gym owner says, “F ind  some personal training clients.”  Coach finds one or two, but it’s not enough.

Coach thinks, “The only way I can make this my  career is to open my own gym.”  Coach leaves. If  the coach has built a personal book of business, her clients leave with her.   

Gym owner says “Never again!”  

How do I know  this happens ?  Because I was that coach!  

Your clients must associate their trainin g relationship with your brand,  not with one specific coach.  Even if clients  primarily train with one coach, they should so metimes train with another,  receive nutriti on advice from another and interact with your customer service ma nager often. Forge their relat ionship with your brand to be stronger  than their relationship with your coach.  

I’ve also   lost long-term clients when a long- term trainer left, and I lost sleep over it . I had to resist the strong imp ulse to bad-mouth the coach the clients  were following. But in the e nd, I knew it was my fault. The clients  had built a stronger bond with that coach than with my brand. I could have avoided the problem, but didn’t.  

I have a dentist. She’s been my dentist for a decade.  In those 10  years, she’s moved  her practice three times. Every time she moved, I followed  because my relationship is with  her , not her office.   Obviously, this is great for her. She’ll be m y dentist for life. But it’s  not   great for the dental offices she leaves.  

I have  a financial advisor. He has a book of business  with my name in it.   He knows that I  prefer index funds over RSPs  and real estate over any paper investment.   If he moves his practice to another brand, I’ll go with him. Obviously, thi s is great for him. But it’s  not  great for his office. I f he leaves, so do  I. So do  his  other  clients.  

In most professions,  a shift in  dealerships or franchises happens only once or twice in a career. But in the fitness industry, it happens around ev ery three years—especially in   microgyms , wher e the barrier to ownership is so low   that  trainers  can  move in and  out of gyms pretty often. And if  you don’ t want your clients to follow trainers  down the street, you have to take a different approach.  

Your clients need to hav e a relationship with your brand  that overrides thei r relationship with any  coach.  

Here are some tips to keep your brand in the forefront of your clients’ mind:

–  Change your l exicon. Avoid using phrases like “coach for life.”  Instead, refer to “the excellent coaches at Catalyst” and use “we” in your correspondence.  

–  Regularly switch coaches around in group class times.  

–  Sub out  a client’s PT coach  occasionally. It’s fun for c oaches to work with new clients  and better for the clients.  

–  Put the best  person in each role. If you say, “C lient retention is the coach’s job , ” then that coach will manage the entire client relationship. If they’re bad at sending birthday  cards or congratulating clients, the client suffers. But if you have one amazing staff person in this role, it solidifies the relationship between your gym and the client.  

–  Sign correspondence with “Your friends  at [business name]” instead of your name.  

–  Tell coaches to keep communication lines with clients professional. Do n’t give out personal mobile  numbers or email addresses. There’s a strong legal reason for this, too: if a client ever tried to sue the business, the coach’s personal text and email history could become the property of the plaintiff if they’re using it with the client.  

– Encourage  all  coaches to establish  their authority outside  coaching sessions by producing educational videos and blog posts.  

–  Hire a diverse array of coaches. I love to say, “I want you to train with Mike for the next three months. He’s great at accountability. Then you can move back to Bill in September when you’re getting ready for ski season again.”  

–  Don’t depend on your coaches  for sales. If they’re your clients’ only points of contact, of course  the client s will follow the coaches  wh erever they go. Do goal reviews  or have a s eparate staff specialist meet  with the client three times per year.  

–  In general, expose every client to three d ifferent members of your staff at  minimum.    

You got the clients. You signed them up. You paid for your website and painted your office.  

You’re also doing your best to provide meaningful careers for your coaches.   

But if it doesn’t work out, do you lose the kids in the divorce?  

Make sure you have insurance for your business.  It’s extremely important.  

In the U . S . , we recommend  AGuard .  

In Canada, we recommend  Joanne Legal .

The Perfect Personal Training Session

In my 22 nd  year as a personal trainer and coach, I know there’s no formula for guaranteed success.  

That goes for client results  and  financial  rewards.  

But what I have found is that all great personal trainers have  things in common. And while not one  of us follow s the exact same script,  we all share  some habits .   

This is the list I give my staff when they start one-on-one training at my gym. Their personality and expertise should shine through, but every private training session should include:  

• A great greeting.
• Banter during the warm-up that includes a personal detail mentioned at the last meeting:  “Hey, how was your daughter’s play?”  Let the client know that you c are about what happens in his or her life.  
• An inquiry about how the homework assigned at the last meeting played out.
• A brief outline of the goals for the workout.
• Skill instruction reinforced through repetition. Keep it positive and corrective. This is where you want 100 pe rcent perfection on technique. Coaches should try to keep c lien t smiling during this portion because it’s the frustrating part where people can get down on themselves.  
• A t least one scientific explanation— but keep it short. This isn’t just good salesmanship (“Look what I know!”) . I t’s part of  building a more knowledgeable clientele.  
• An expla nation of the  why behind  the  workout. How will  this  workout help  them achieve their goals?  
• A more specific outline of  the goals of the workout (i.e ., anaerobic capacity) and the  rationale for the weight chosen: “I know you can do more, but I’m concerned that grip stren gth will limit your performance  instead of work capacity. I want you to keep moving, so I’ve chosen a lighter weight.”  
• Changes of voice, inflection, p osture and attitude depending on the type of workout. When a client is doing HIIT work, use shorte r sentences, exclamation points and fewer technical instructions. Keep a commanding tone.  
• The “sharing of water” a fter the conditioning piece.  Now’s the time to tell a story. “Last year, we had this tournament called  FranFest . One lady lost a tooth.  She kept going anyway. Ha! ”  
• Stretching and review of homework challenges for the  week. Encourage contact through appropriate channels and  logging  of  workout results.  
• An opportunity for the client to ask questions.
• Booking of  the next appointment if it’s not already scheduled.  
• Another mention of something coming up in the client’s life: “Enjoy painting that fence this weekend!”   

The checklist is imperfect exactly because it’s a checklist .  Trainers must  be able to touch on all of these  elements without robotically referring to a spreadsheet in the  sky.  

If you can’t do anything else:  

• Make the client laugh.
• Remember things that are important to the client.
• Tell the client how the workout will help him or her accomplish personal  goals.
• Remember that you have to sell your service  every time the client  visit s , not just the first time.  

Building a Program for a PT Client

Over 80 percent  of the clients at Catalyst will never compete beyond a fun weekend 5 K  or throwdown. But we train them like athletes to create a buffer  of health in their lives .  

Every client at Cata lyst is an individual with his or her  own particular needs. But those needs can be broadly categorized into a few goals:  

–  Weight loss .  

–  Athletic preparation for competition .  

–  General fitness .  

–  Strength .  

The se four groups comprise over 80 percent  of  Catalyst clients. The other 20 percent  require specific and detailed programming, with custom exercise enhancements or modifications. Senior trainers w ill work with the “outlying” 20 percent. But we commonly see members of the 80 percent  in C atalyst PT programs.   

T heir needs can be satisfied in this way:  

• Start by selecting the template mos t closely associated with the client’s goals and availability.  (Examples: Weight loss—3x/week or Athlete—in-s eason.)  
• Select workouts by type and plug them into the tracking software ( Trainerize ). (E xample, two HIIT workouts and one aerobic workout.)  
• Modi fy the workouts to a level where the athlete can achieve the desired stimulus.  

Send the workouts to the athlete.  

Most trainers overthink their clients’ programming. They search for constant variation and novelty instead of returning to the effective basics. This is “features- based programming” instead of “b enefits-base d programming” (click  h e re  to read more about that ) .  

When we see coaches scouring the internet for “interesting” wor kouts created by other coaches,  trying to include eve ry exercise possible every week  or looking for workouts they haven’t seen before, we know the coach is programming novelty for its own sake instead of cons idering the client’s goals first . Worse, it’s often a sign that the coach doesn’t understand what effect a give n workout is trying to produce, and the coach is  choosing to be different for  the sake of being different.  

Programming for a  PT client should take 10-20 percent  of the time required t o perform the  session. If you’re spending an hour creating the workout for an hour-long session, it’s time to get back to the template.  

Using a template doesn’t mean repeating the same workouts over and  over. It simply creates a general starting point so you don’t have to start with  a blank canvas. It’s a  positive constraint that allows for  more  creativity in workout programming.  

Weekly  Templates  

Athlete, preseason—2 speed days, 2 strength  days (i.e. ,  anaerobic lactic, anaerobic power, anaerobic lactic, anaerobic capacity) .  

Athle te,  in  season—2 speed days, 1 rotating  stren gth day  (i.e. ,  anaerobic lactic, anaerobic power, anaerobic lactic, anaerobic capacity) .  

Weight loss,  first p hase (increase work capacity)—2 aerobic days, 2 aerobic lactic days.  

Weight loss,  second phase (increase  BMR)—2 aerobic days, 1 strength day, 1 aerobic lactic day.  

Weight loss, third phase (burn fat)—1 strength day, 2 aerobic lactic days, 1 aerobic days and another optional (easier) aerobic  day .  

Get fit—varied, intense functional movements   performed  3  days on, 1 day off,   with skill or strength  work followed by  a conditioning workout (“met-con”)  of varying intensity, load and duration .  

You can download a personal  t raining programming template  he r e .  

Read:  “Working With Endurance Athletes”  

Scaling Your Personal Training Business

The simplest way for a personal trainer to  make more money in the same hour  is to train two clients at once.  

If you have two people with similar capabilities and goals, or even two people who just want to train together, you can put them in the same training slot and charge more for it.  

Ideally, both people will follow the same training plan be tween sessions (“homework,”  if you assign it.) To be clear, these are not two 1:1 sessions done concurrently. If two clients have very different needs and follow different training programs, that’s not a 2:1 session.  

If you have to do extra work  between sessions—such as  writing two completely separate sets of homework—then it might not actually be worth training two clients at once. But in most cases, this is the fastest way to scale your income without adding additional time.  

Functional fitness  is widely und erstood to be “group training,” but its roots are in personal  training. When  the first trainers  couldn’t fit any more  individual  clients into  their  schedule s ,  they  partnered  some of them up.  Each  client  save d  money  and  the clients worked  harder when they had  training mates .  

P rogram s eventually  evolved to 3:1 and 4:1 training, and then  they   eventually became small-group training with common programming.   

Functional fitness coaches  didn’t invent 2:1 training, but  they  popularized personal training in small grou ps far more than anyone else . When I was a personal trainer in 2002, I remember hearing about a trainer who was taking two clients at once. He was in a different city, four hou rs away. That’s how rare it was.  

How to Charge for 2:1 Training

First, multiply your normal rate by  2. Then reduce the price by 15 percent .  

Fifteen percent  is the minimum threshold to elicit a change in the perception o f value. People don’t notice 10 percent   discounts, but they do notice 15 percent and above . And  there’s no need to give more: Y ou won’t do less work with two people, but you will spend less time.   

How to Partner People Up

In most cases where two people want to train together at my gym, they came in the door as partners. Often,  it’s a husband and a wife. Because  they usually have similar goals  (they’re either both overweight  or they both run marathons) ,  the benefit they receive can be far greater than the sum of their individual results.   

For example, if I put them both on the same training schedule, they can train together. If I put them on the same diet, they don’t have to prepare separate meals. And ,  frankly, training with your spouse improves your marriage.   

In other cases,  I use “affinity m arketing ”  to have clients invite their spouses or best friends. When I know exactly who m  they want to invite, I offer one free 2:1 training session as an introduction. I w ant them to have fun together. T hat makes it easier to keep them coming together later.  

As a third example, I could look  for overlap when doing client goal r eviews. When I see two cases where men want to run their first marathon s , I can approach each and suggest that a partner will help with training and accountability. And if I see five people who want to run a marathon, I tell my coaches they have an opportunity for a specialty group.  

Approach the client and focus on the value  2:1 training will supply . Instead of saying , “My schedule is getting full and  this is the only way I can  fit you in, ” say ,  “I have an idea. I think you’re going to love it, but you can try it to make sure. I have another client with the same goals as you, and she could benefit from a bit of a push. So could you. How would you feel about training together?”   

You might al so mention  small monetary savings, but this isn’t your primary reason for partnering them up, so I’d only mention it if asked.  

When to Prescribe 2:1 Training to a Client

I prescribe 2:1 training w hen I k now, without a doubt, that both clients wi ll benefit more than they already are.   

I don’t try to clump mismatched pairs together just for the sake of saving time or making more money.  

How to Deliver Their Programming

When I’m running an in-person session, I like to give each client something tangible: a print out of his or he r homework assign ment. Holding the paper with my logo in his or her hands makes the client feel as if he or she is  leaving with a gift.  

We also put clients’  workouts in  Trainerize , which is very handy for tracking their progress and integrates with  MyFitnessPal  for food tracking. They can see v ideos, text  me through the app  and even pay me. But that hard copy is priceles s for creating a sense of value — and for advertising purposes.  

Before I had a gym where people could do their homework, my clients typically kept a cheap  globo -gym membership in addition to paying for PT at my private gym. They would carry their homework with them—with my bright green logo displayed at the top—and set it on  the bench beside the squat rack  or on the treadmill while they ran. Many of them w ere asked about their workouts,  their description s became conversations about me,  and I gained new clients.   

The hard copy was a conversation-starter that no app would ever be.  

What to Put in Their Programming

The more people you train at once, the more general your programming has to be. No two people have exactly the same goal, and every additional person multiplies the potential variance.   

In functional group training,   t he needs of most  a re ad dressed by a few movements, such as  the deadlift. Everyone needs  to deadlift, regardless of his or her  goal s . Par eto’s Law (that the needs of 80 percent are met by 20 percent  of the work) becomes important when programming workouts for multiple people.  

So stick to the big, important basics. Teach the squats and deadlifts, presses and pulls. Make workouts interesting not through exercise selection but through combination.   

Two-on-one  trainin g has  two clients sharing the same time slot and workout plan.  But the  clients are not carbon copies of one another. A trainer will still have to work harder t o train two people than  one. On the flip   side, sometimes the hardest part of a 1:1 session is just maintaining a conversational flow. With two clients together, that problem is largely solved.  

Small Group

The principles of small-group training are the same as 2:1 semi – private training. Group together individuals whose needs vary by degree, not kind. Program wo rkouts to address general  instead of specific  needs .   

Pricing small- group training:    

3:1 —triple the 2:1 rate per person and subtract 15 percent .  

Base rate—60 minutes of 3:1 training = $151.73 (119 / 2 x 3 – 15 percent ) .  

Base rate— 30 minutes of 3: 1 training = $97.54 (76.50 / 2 x 3 – 15 percent ) .  

4:1  – qu adruple the 3:1 rate per person and subtract 15 percent .  

Base rate—60 minutes of 4:1 training =  $171.96 (151.73 / 3 X 4 – 15 percent ) .  

Base rate: 3 0 minutes of 4:1 training – $110 .55 (97.54 / 3 X  4 – 15 percent ) .     If you have a private group that’s larger than four, consider your growing needs  to deliver your best service.   

First, you might need an assistant coach to help. Second, you’re going to take up more space in your facility, which might preclude other classes or other training.   

Calculate your base hourly rate for coaching, or how much you earn in your “best” hour.  

Add 50 percent to that rate at  minimum. Ask yourself, “How many people can I e ffectively coach at once?” C ap the group at that number. If the group is larger (for example, a sports team) add more for the second coach.   

  A final note on accepting pay ments for small-group training:  You must make your terms and conditions very clear.   

First, y ou need a cancellation policy: I f one client in a 3:1 session cancels at the last minute, the other two can still attend. The cancelling client simply loses a session.  

If all 3 clients in a 3:1 session wish to cancel, they must cancel according to your  cutoff time (either 24 hours or by  8   a . m . on the same day) so you can fill your schedule spot.

When training more than four people, insist that they collect from each other and then write you one check for payment. You don’t have ti me to chase people for payment. E specially when training kids on a team, you can be sure that one will need to take time off or miss a few sessions. In those cases, you don’t want a parent calling for a partial refund. 

The bottom line is this: whe n a client books a session, he or she  own s  it. If one or more don’t attend, you’ll use the time to work on their program, but you won’t allow them to simply skip sessions.    

Additional Revenue Streams

Nutrition planning.

Nutrition planning is one of the fastest ways to scale your personal training business.  

A nutrition plan requires less time to de liver than an in-person session,  and  it  delivers even greater value to the client in many cases.  

It’s als o necessary for client success with  almost every goal.   

At intake, nutrition should be sold as a separate (but equal) service to training. Some clien ts might choose to start only  with nutrition coaching; some might add it later. But most coaches forget to offer the service because they’re excited to coach exercise.  

But nutrition is really at the base of the fitness pyramid. It can also be scaled witho ut additional costs: Y ou don’t need a larger gym floor to create more nutrition plans. You don’t need more barbells. You really only need an assessment device and a way to deliver your prescription.  

For more information on how to become a nutrition coach, visit  Twobraincoaching.com .  

Supplements

Offering personal training and supplements to your clientele really is   the perfect blend of two worlds. Personal training allows you dig   deeper into a client’s goals and needs (i.e. ,  increase workout   capacity, decrease body fat, improve PRs, etc.). While doing this,   you’re getting to know the client better, which also means you’re in   th e perfect situation to walk him or her through the  supplements  that  can be  most beneficial in  help ing them achieve their  goals.  

For example, if som eone is trying to increase her  power clean by 50  lb. , you have the opportunity talk with that client about the need  to increase  protein consumption and why doing so will be   beneficial.   

“It’s going to help your muscles recover more quickly  after your workout  and increase your overall lean muscle mass.”   

That   can then lead into how and why the client should start taking   creatine.   

“Creatine is one of the most widely studied supplements on   t he market  and helps increase strength and power output. Both protein   and creatine are vital for increasing overall strength.”   

That short   discussions provides the opportunity for you to talk about how those   sp ecific products will be kept in  sto ck  and how you can offer your   members a discount over online pricing.  

Most gym owners aren’t in to “selling” supplements. That  said, i t’s important to understand your clients  are buying   supplements. Th ey’re just not buying them from you.  

Served by a random salesperson at the store, t hey’re likely   to be  led down a rabbit hole when  they could turn to you—someone they trust—for solid information that will  help them attain their goals  through proven products matched perfectly to their needs .

Specialty Programs

When several of your clients share a common goal, you can build a short-term program  to group them together.  

For ex ample, if Jeff notices that nine  of his clients list “get my first pull-up” as one of their goals, his time  might be best spent offering a six-week pull-up p rogram and charg ing $129 for it on top of  regular membership  fees .   

Pricing Specialty Groups

No matter what stage of business you’re in, your goal is the same:   More revenue, less time.  

In other words, increasing the value of your “working” time.  

Like you, my job  doesn’t always feel like “work.”  But if I can leverage my time better, I can spend more time playing with my kids, my barbells and my investments. And I can afford better  coffee, shoes and coffee—m y coffee budget  is easily twice my shoe budget, so I’m listing it twice.  

Pretend you’re a lawyer, and you bill at $120 per hour. Now add up the time you spend on Facebook. What’s that time worth?  

Your  time migh t not be worth $120 per hour yet . But our goal is to get it m oving in the right direction , and that means increasing the value for your time.  

S tart by calculating the value of your time spent coaching:  

Take your gross membership revenue and divide by your total number of clients. This will tell you what the average client pays you each month.   

Gross / t otal clients = average membership  

Divide by average attendance. How many times does the average client attend each month?   

Average membership / average attendanc e = average revenue per visit.   

Multiply average revenue per visit by your average class size.   

Average revenue per visit X average visits per class = value of your coaching time.  

For the sake of example, l et’s assign an arbitrary value: 10 clients pay  an average of $10 per visit = $100 value of each class coached.  

Making Specialty Groups More Valuable Than Average Classes

When you’re planning a specialty group, the value of y our time should always be higher  than  in an average class, because of:  

–  Novelty .  

–  Specialty knowledge required .  

–  Limited time .  

–  Limited space .  

The value of your time should always be  moving up . It doesn’t make sense to do more work for less money.  

Let’s imagine we run an eight -week  obstacle-c ourse  prep program. Based on your average time value of $100 per coaching hour, access to equipment and gym time, we should price it accordingly:  

Attendance cap: 12  

Visits: 8 (one hour once per  week)  

If we charge $10 per visit or $80 for the program, the value of y our coaching time goes up ($120 per  hr.)   

But we shouldn’t assume you’ll get more people in the program than you will in your average  class, so let’s price the program  slightly higher per visit. The novelty factor (and others bulleted above) will increase the perception of value to the client anyway.  

If we charge $12 per visit, or $96 for 8 weeks with skills and some running homework, that’s fantastic value to the client, and your value per hour goes up to $144:   12 clients at $12/visit.  

If the class meets twice every week:  12 clients at $12 per  vis it x 16 visits = $192 for the eight- week program. Still a great deal.  

How to Sell out Any Specialty Program

By  Jeff Burlingame , Two – Brain  Business  Mentor  

Fil ling programs can be difficult— especially if you don’t have a strategy or plan.   

In order t o get the most involvement and  signups for any program—a barbell club, a six-week course,  a seminar  or even  a  personal t raining and nutrition program — we follow this template.  

6 Weeks Out

Host  a 20-minute session with all y our coaches to test out pieces of your upcoming course. Be sure  to record this session so  you can use clips  as marketing conten t. Post the clips  publically on your social- media profiles at l east once a week for the next two  weeks.  

4 Weeks Out

Host a free 30-minute clinic with your mavens, aka your seed clients .  ( If you’re not sure how to identify your mavens, click  here  for more information . )  

Yo u’ll want to record the 30- minute clinic a nd  get some good photos a s well as . Make sure you get video of mavens who have tried a new progression and were then able to accomplish a movement the y didn’t think they could do . Try to capture as many before and after videos and  photos as you can because they  speak to the efficacy of your program.  

This before  and after content should be  post ed  three times per week for the next four  weeks ,  which will take you right up to the launch of your new program.  

2 Weeks Out

Host a free class or event at which  yo u can test this new program  o n your members. M ake this a public event so you can bring in  more non-member leads.  Create a website page for your free event and post   a sign-up button.  Share that page everywhere you can.  

Keep this  free  class or event to  30 minutes  maximum  and be sure to have a  sign- in  sheet  you can  use   to  collect  attendee names, phone numbers  and emails.  

The people who show up for this free class  or event are interested and should be considered   “ hot leads. ”  Create an email newsletter to follow up with  these people each week leading up  to the course . Email them even after the course because they might  not  have  be en available for this  program but might  be interested in the next one.  

At the  free  class, be sure to  provide a clear call to action so these leads are presented with an  opportunity to become customers.  A t the end , b ring them all t ogether and tell them about the  n ew program and how they can book a  spot.  

We recommend having a higher price for non-members and a lower price for  current members because they are already paying for your services. This approach makes   existing members  feel valued and encourage s non-members to join  your gym .  

Finally, you’ll award one maven a free  c ourse. You can do this  any way you choose ,  but I prefer to award it to the most interested person and do it priva tely. The benefit of thi s gift to   the  inte rested maven: He or she is  far more likely to sing your praises and promote your course to your m embers for you. Mavens are very  socially involved with oth er members,  so sharing   is  natural for them ,  and they do it with  positive energy.  

As part of the agreement made with th e maven, he or she will  talk to all your members and  post a bout the course on social media ,  exposing you and your course to more people.   

Keep in mind that you’ll want to cycle through your mavens for eac h program launch so each  gets the opportunity to take a  course for free while sharing  with others. We’re up   front with our mavens about this ,  and they know it’s a perk  they get. We also have a private Faceb ook group for our mavens so  we can  communicate with them all easily .  

Take this six- week pre-launch template and put it  into place for your next specialty program and you’ll see much-improved sales results .  

How to Launch a PT Business

How to introduce a new personal trainer into your practice.

Whether you’re adding a new personal t rai ning service into your gym  or expanding your PT studio by adding a new coach, the steps are the same. Your clients have to welcome a new bear into the den. They have  to extend their trust in you  to the newcomer. And you h ave to turn over your carefully  cultivated clients to a new coach.  

Before you hire:  

• Clearly write out a job description, including responsibilities between sessions, for your new personal t rainer.  A sample can be found below.  
• Ask the candidate to complete three personal training sessions with your current clients for free as a “tryout.”  See below. Your opinion of the trainer is secondary to your clients’ opinion s , and the tryout will help a success ful candidate begin to fill his or he r calendar.
• Familiarize the new staff person with your booking and billing system; your policies,  procedures and pricing; your appointment booking process ; and your dress code. Give the trainer a physical copy of your staff playbook.
• Explain the 4/9 Model detailed above . Share an invoice template.
• Have the new trainer sign a contract for three months.

Sample  Personal Trainer  Job Description  

Under the direction of [supervisor]  and in collaboration with other trainers, contractors, employees or directors of  [business],  you will:  

• Scout, enroll clients, prepare and implement individualized or small-group training strategies for them.
• Scope, prepare and execute individual or small-group training sessions within or outside [business’]  training premises based on m arket demands .  
• Invoice clients, collect monies and write receipts to clients throug h the software system [system] .
• Assist in the promotional endeavors of [business]  through group participation, public speaking, and delivery of promotional materials.  
• Provide trackable resources via shared documents for each client or group .  [insert specific details as needed].  Each workout’s prescription and any notes should be included .    
• Adhere to al l standards of behavior in [business] coaches m anual.
• Operate and oversee [business]  as an attendant as scheduled.  
• Assist in maintaining, cleaning, and resupplying consumables for the facility. 

Introducing t he New Trainer  

You’ve worked hard to establish your authority in the community. You’ve gone the extra mile to build trust with your clients. Your new trainer must do the same.  

Step 1:  Produce videos to establish the new trainer’s authority.  

First, Interview the  new trainer on camera. Ask questions about his or her  life.  Why did the trainer  wa nt to coach others? What’s his or her  favorite and least  favorite exercise? What’s his or her  nutrition philosophy? Who  is the ideal client for that trainer.     Publish the video to your YouTube chan nel, share it to your Facebook p age,  put a 60-second version on Instagram and add it to the trainer’s b io on your website. Send a link to the video to your email list. Share it in your private clients’ group.  Put it at the bottom of the day’s workout post.  Make sure your clients see it.  

Second, prepare 10  short  videos of the trainer. Have him or her  answer  common questions about fitness, demonstrate movements or both. Need questions to answer? Look at the headlines of popular fitness magazines.

Publish these videos one at a time over a week or so. Make sure you distribut e them to your current clients in all your channels.  

Third, invite your seed clients to try a 1:1 session with the new trainer. Use clients who don’t  normally do personal training unless all  your clients are PT clients. In that case, have your best PT clients do a free session with the new coach.  

Tell the client: “I really like the new guy, but  what really matters most is your  opinion. I’d love to have you try a session with him and give me your feedback. What do you think?”  

Even if the client doesn’t like the new coach, you’ve reinforced your relationship with the client by sharing this confidential trust.  

Ask the clie nt to complete a Feedback Form (below ) .     

The last two quest ions on the form are really Net Promoter Score—essentially a measure of a client’s relationship with a business or brand.  If the client answers with an 8, 9 or 10 on the last question (“Would you consider another session for yourself or your family?”) ,  have the new traine r call the client and book the  next session . Or call the client and ask if he or she knows anyone else the new trainer  can help. This is more  than a rating; it’s a path to affinity m arketing, a referral-based strategy to grow a PT business.  

Personal Training Services Feedback   

Thanks for helping us improve our services. We picked you to test our new coach because we trust your judgment! Your feedback will form a major part of our decision to hire.   

• Did the coach arrive on time?   
• What was your first impression?   
• How much did the coach smile?  
• Was the coach dressed professionally?   
• Would you trust the coach to babysit your kids? (That’s how much trus t we like to have in our coaches. )   
• Did the coach teach you anything new?   
• Did the coach make your day better, worse or have little effect?   
• On a sc ale of 1-10 (10 is best ), how much did you benefit from the session?  
• On a sc ale of 1-10 (10 is “definitely” ), would you consider another session or recommend this coach to your  friends and  family?   

Thanks!  You’re really helping us out here.   

Selling Monthly Personal Training Plans

Selling personal training p ackages is out.   

Recurring PT plans are b etter.  

We started as a personal t raining studio before we  did group fitness classes . An d before opening Catalyst, I had been  doing 1:1 training as my full-time career since  2002 (and part-time since 1996 ) .  

That’s a lot of 1:1 time.  

Th e way I sell PT  sessions has changed over time. At first, I simply billed clients at the end of the month. I was doing some in-home PT, and collecting was a nightmare .  

Then I relied on the owner of our local PT studio to collect for me. That worked most of the time, but when it didn’t, I  took the loss .  

When I opened Cataly st, I started selling packages—10 visits and 20 visits. N ow I’m moving on to a subscripti on model, which we call our ID P rogram  (Individual Design) .  

There are two ways to sell a subscription-based PT model. The first is to simply charge a recurring rate every month, like $199 for four 30-minute sessions per month. That’s what we do.  

The second way:  sell 150 se ssions at a large discount,  then finance the purchase for your client. For example, let’s say I charge $80 per hour,  but a client can get a 25 percent  discount for purchasing 100 sessions up   front. Then I offer to finan ce the purchase for them at 15 percent  interest, and they pay monthly. I could actually make back a lot of the discount on the compounding interest. And the client is commit ted to 100 sessions in advance—or else your collection  agency will get them.   

Boom:  retention!  

Here’s the ID Program at Catalyst, broken down into its finer details:  

Nuts and Bo lts  

–  $249 per  mo nth for 4  30 – min ute sessions, and access to open g ym (excluding group times.)  

–  We use the  Trainerize  app for ID.  It provides b etter 1:1 communication with the client, and it sync s with MyFitnessPal in case he or she  choose s  the nutrition accountability option (which brings the price to $269).  

–  Clients get homework after each session,  they  visit the gym to do the homework, and track their results through  Trainerize .  

–  Every third month, one of their sessions is used for an  Inbody  scan and goal review.  

Who It’s For  

–  Busy professionals .  

–  People who like our workouts but don’t want to do them in a group .  

–  People o vercoming a weak link (an injury, a  skill  deficiency, etc. ) .  

–  Clients who are burned out on ou r group programming (it happens ) .  

How We Sell It  

– At intake, after an  InB ody  scan: “Would you prefer  to do these workouts in a group  or 1:1?”  

– At goal r e view, when a client says he or she is  not getting results quickly enough .  

– During a r eboot period, when a client is trying to get back to group training as quickly as possible .  

“Do I need a special certif ication to do Individual Design  or call my program ID?”  

No way.  If you have any certification ,  you’re probably covered. “ID” and “Individual Design” are not  trademarks . Personal Trainers have been using the term s  (and delivering the service) since before I was born.  

“What kind of workouts do your clients do in ID?”  

The workouts are personalized and linked to a client’s stated goals. We focus on success and will use any workouts that get clients closer to their goals.    

“Do clients get 24/7 access to the gym?”  

We’re lucky enough to have a p rivate ID space  so we can give access when the main gym space is busy with class times. But before we had t he space, we just gave clients open g ym access between class times.  

“Is this like ‘remote programming’?”  

Very much so. In fact, many of our clients do their homework at local 24/7 gyms instead of in our space. They only come to Catalyst for their appointments. And that’s fine. Most of the 24/7  globo   gyms have all the equipm ent these folks need now.  

“Who’s your target audience?”  

It’s not   functional fitness  competitors or people looking  fo r “the next cool thing.”  It’s business people—many are entrepreneurs— who need the combination of a flexible schedule and quick, efficient workouts.  

“How do you sell the higher-rate item?”  

Through a consultative process, just like we sell everything else.  

I like the subscription m odel better than packages. After my province enacted its “gift- card law” a few years ago, any unused sessions in a package have to remain on my books forever. In other words, packages never expire. But with a  personal training “membership,”  they do.  

Second, cancellation rates for ID clients are better than cancellation rates for package clients. This is the first time I’ve ever had this data (and I ‘ve never seen it anywhere else ) .  My g uess ID cancellations are less frequent  because a client will probably lose the session if  he or she doesn’t make it in ID, but with a package the client can just postpone training indefinitely .  

That means ID is probably better for clients,  too,  because it encourages better adherence.    

I also really like the amount of texting that occurs  between coach and client through  the  Trainerize  app. I don’t like a lot of personal emails/texts /calls between coach and client  because I think their relationship should pass through the Catalyst filter. And with  Trainerize , it d oes. Seriously, check it out.  

We  still do a lot of 1:1 training   at Catalyst. It accounts for just under 30 percent  of our gross revenue each year.  

If you’r e trying to grow your PT program, you first need to create a clear path for clients to get started.  

Think about the following questions  

– Do you offer a one-on-one i ntro?  

– Do you sell personal training and/or a one-on-one on-r amp option?  

– Do you have a one-on-one or group on-ra mp?  

–  Do your coaches se ll personal training during/after on-r amp?  

– Do you offer 30-minute skill sessions ?  

–  How many coaches do you have offering PT?  

–  Do you create content to help grow interest?  

If you answered no to  any of these questions, you might  want to re-evaluate your business .  Take a step back and  walk through your intro and on-r amp process es  as if you were a new prospect.  

The only way to maxim ize results for your members and your gym is by creating a clear path .   

We don’t subscribe to any one  exercise model . We’ll use any program that will help a client succeed— but Two-Brain is our business model.    

That means better opportunities  for the business, the coaches  and the clients.  

Phone +1 705-575-4535

Email [email protected].

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How to Increase Revenue for Your Personal Training Business

9 min. read

Updated April 9, 2024

The question on most business owners’ minds:

How do I get more clients for my business?

In this post, we’ll be going through some of the ways a personal training business can grow and increase revenue .

If you want to run and grow a personal training business, there are a few different proven approaches. For this article, we’ll focus on strategies for businesses that are already up and running. 

Whether you’ve taken the entrepreneurial route and started a thriving fitness business, or you’re working for someone else, these strategies will help you find new clients, and increase client retention and revenue. 

Let’s get started.

• 1. Niche down: focus on your target market

You might think that you’ll gain fewer clients if you niche down. But that’s not the case. Niching down means that you will focus on a super-targeted audience. It’s away from the generic training some people offer. 

For example, if your strength is providing fitness training for elderly people, it’s what you should focus on. It means that your target audience is old people. You have no business attending to younger people.

With this, you’ll be the go-to person for the type of services and authority in your chosen path. It’ll also be easy for people who need your services to find you.

• 2. Request referrals

You might be wondering:

Why is requesting referrals so important?

It isn’t rocket science, it is because they trust the recommendations of people who have tried out these products and services and can attest to their effectiveness.

As a personal trainer, ensure you provide top-notch services for your clients. Then, ask them to kindly refer their family members and friends to your business. 

If you’re still unsure about how to present your case, you can use this format: 

“Hello (name), I’d appreciate it if you can refer my outfit to your friends and put in a word or two for me. It’ll mean a lot to me.” 

You can give your clients a brochure or business card to give to people. If you have a client email list, consider sending your referral request that way—maybe even include an incentive for clients whose referrals sign up as new clients. 

Some businesses are even able to thrive on referrals alone.

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• 3. Build your network

For every event you attend, take advantage of them by meeting new people and telling them what you do. All you have to do is to impress and win them over. Share your business cards too. Just make sure your business lingers in their memories.

Your personal training business deserves to grow. It’ll only grow when you increase your clients and revenue. Act now and see how rewarding these strategies are.

• 4. Set up a mobile-optimized website

To for brand visibility and to build brand awareness, set up a simple, mobile-optimized website with all the key information current and prospective customers need—especially on the go. Contact information is a bare necessity. You might consider integrating an option to sign up for a personal training session, or at least a form to request a session.

Don’t rely on Facebook or Instagram as your primary web-based presence. For one, as a business owner, you simply have less control over your brand and your content when you build that presence on a social media platform exclusively. What if the platform disappeared tomorrow? Would you lose all your client information? 

Set up a simple site —it doesn’t need 100 pages. Just make sure the most important things are easy to locate. 

If there’s information you’d share with every single client about what to expect in a personal training session, include that in an FAQ section. 

Think about whether you want to include pricing information. Weigh the pros and cons of possible sticker shock, and think about ways to explain not just what a personal training session includes, but the value your clients get in return for an investment in their health. 

Set up your Google MyBusiness profile and read up on how to optimize for local SEO —you want to be the first result in Google search when people search for phrases like “personal training in (city).” 

Consider adding a blog to your site—it can be a great way to keep clients engaged, and give prospective clients more information about you and your personal training style, and results your customers are able to achieve. Plus, blog articles, if you publish regularly, can be great content for an email newsletter that keeps you top of mind for your customers. 

Think about whether your business needs a mobile app. Not every business does, but at the very least, make sure your site is mobile-friendly. You can be penalized in Google search results if your site isn’t mobile-friendly (which means you’re less visible), and it’s really likely that your on-the-go target audience is checking out your site from their phones. An app might be especially helpful if it’s a way for clients to set personal goals for themselves and track their progress, for example. 

• 5. Create an email list

When you bring on new clients, ask them if you can email them periodically. They’ll appreciate the courtesy of being asked, and you’ll benefit from being able to share promotions, or recent blog posts, or even articles about health and fitness that you discovered and want to share. It’s a great tool for keeping the clients you already have. 

But don’t spam your list or message them every day. That’s a good way to irritate your clients and they might block or mark your messages at spam. Worse, they might begin to perceive your business as untrustworthy. 

• 6. Use social media the right way

Social media is a great tool to increase clients and ultimately, revenue for your personal training business. 

It is a broad subject but let’s delve right into it.

When first starting a personal training business, it can get quite frustrating because it has very few clients and getting more seems a bit impossible. 

At a certain point in time, I was a regular Facebook user and all I did was engage in casual conversations and post pictures. One day, I decided to create awareness about the services I rendered via Facebook. 

Five people contacted me and two eventually signed up for my fitness plans.

It dawned on me afterward that I could use social media as leverage to gain more clients. There and then, I started making regular updates and I never looked back after.

There are over 2.5 billion social media users in the world. You have no excuse for not taking advantage of this traffic to generate more revenue for your business. 

For personal training business, the most recommended social media include Facebook, Twitter, Instagram, and YouTube. But pay attention to your target audience and figure out whether they’re active on these platforms. Don’t feel like you have to engage on every single platform—make sure you’re measuring your impact so you’re not wasting your time and money on an audience that isn’t likely to be interested in your services. 

Social media used to be a better source of “free” advertising. Facebook, in particular, has made a lot of changes in the past few years to deprioritize brand or company-related content, in part to build their ad revenue, but also to offer a better experience for users. So if you’re going to invest time and energy in social, at least be aware of the paid options—you often get what you pay for. 

And one other aside: if you’re active on social media platforms, don’t just post and then ignore. When people message you through those platforms or post comments, do your best to respond quickly. 

There are over 1 billion Facebook users in the world making it the world’s most popular social media platform. 

Whether you’re running an online or offline personal training business, there are certain demographics that you’ll target for paid promotions. Consider your ideal client’s age-grade, gender, location, physique, etc. Don’t waste money on advertising to a demographic that’s outside your ideal target market.  

Facebook and Twitter are also a great place to share content from your website, especially if you’re regularly publishing a blog. Don’t forget to encourage your followers to share your posts. 

With over 250 million users, Twitter is a popular micro-blogging platform that connects people all over the world. 

An advantage of using Twitter to build brand visibility is that it makes it easy to see what topics are trending in your particular location, which can help you create trending posts that boost your local visibility. 

Also, the app suggests other users who live in your location and around you. For offline personal trainers, you need to follow people who live within your location.

But that’s not all.

Having large followers without churning out topnotch, relatable contents amounts to nothing. Be a teacher—educate them on different subjects related to your field. Build your presence as a trusted thought leader, especially if you’re posting content consistently. Out of sight is out of mind.  

Instagram is great for sharing visual content—photos and videos. Test it out, see if your target demographic uses Instagram—you might even just ask your clients. 

I recommend one or two posts every day. Stay focused on brand, and don’t make out all about you personally. Maybe you offer short video clips of training sessions. Give your clients a first-hand window into what to expect.

Also, ensure you reply to your messages on time. People appreciate businesses that are timely with responses.

YouTube is, of course, known for its vast video content. As a personal trainer, you can record tidbits of your training sessions and upload them on YouTube. If you’re thinking of using Instagram to share video content, it probably makes sense to start by uploading it to YouTube first and promoting it there as well. Don’t be afraid to get the most out of your investment in the video—share it on your website, in your newsletter, and across social media platforms. 

To get more clients and increase your revenue for your personal fitness business, the name of the game is understanding your ideal customer—what do they want from personal training? How old are they? Where do they spend time online? Once you’re clear on your target market and their habits—show up there. Be available and discoverable on the web and in person. Good luck!

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Tyler Read is the owner of pioneer.com, a website dedicated to helping people get started in the personal training industry. He helps people discover, study and pass their fitness exams.

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Fit for Success: A Guide to Becoming a Thriving Independent Personal Trainer

H ealth is the most critical part of living a long and fulfilling life. Despite the many benefits of living a healthy life, over 30 percent of adults in the United States are overweight. One of the best ways to improve physical and mental health is by working with a certified personal trainer for guidance and motivation.

If you love fitness and sports, working as an independent personal trainer offers a fulfilling and active career path. You’ll enjoy work flexibility while using your knowledge and passion for helping others. The challenge is determining the steps to take when starting a personal training business.

Luckily, you’ve found the right spot to learn the basics of client management, marketing, and more for your business. Continue reading to become a successful personal trainer today!

Earn Your Education

The first step toward becoming an independent personal trainer begins with your education. Having a solid educational foundation adds credibility to your brand. A bachelor’s degree in kinesiology or exercise science provides the knowledge you’ll need to help your clients.

You can combine your degree with certifications from top health organizations. Consider certification from the American Council on Exercise. The National Academy of Sports Medicine is another option to make your service more marketable.

Earn Personal Training Certification

There are several options to consider when working toward certification as a personal trainer. These certifications are essential in the world of physical training. Competition is fierce, but the best certifications will help you stand out from other trainers.

Seek certifications that match your specialties and career ambitions. The Certified Personal Trainer certification is one of the best to pursue. You’ll have proof that you provide services and knowledge to improve your client’s quality of life.

Determine Your Niche

Determining your niche is critical to setting your service apart from competitors. The market is saturated, and you must seek a niche that fulfills your target audience’s needs. It’s best to begin by determining the types of clients you want to work with.

You can also incorporate the area of fitness you enjoy and excel at. Some options are weight loss, strength training, and sports-specific exercises.

Specializing in a specific area helps you become an expert that clients want to work with. You’ll want to invest in MyPTHub personal trainer software to keep up with all your bookings. It’s one of the essential pieces of equipment for your personal training business.

Build Your Brand

Building your brand is a massive part of becoming a successful independent personal trainer. Your target audience will likely use the internet to explore their personal training options. A strong brand will appear near the top of the first page of search results.

Investing in your brand starts with online marketing. Social media is a powerful platform to reach a broad audience and share the benefits of your personal training services. You can also build a website and use search engine optimization to increase organic web traffic and gain new clients.

Blog posts featuring keywords and relevant information will enhance your website’s performance. It’s one of the most sustainable options for online marketing when creating a personal training business.

Create Training Plans

Each client you help is different, and it’s vital to create custom training plans to fit their fitness level and goals. Your clients want fitness solutions tailored to their bodies, minds, and goals. They’ll look elsewhere if they feel you can’t provide that level of service.

Gather as much information as possible about your clients during the first consultation. You can use that information to tailor the training plans to help them reach their goals. Ask about their past fitness experiences, medical conditions, and lifestyle.

Focus on Engagement

Client engagement is essential if you want your clients to continue coming to you for their personal training needs. The relationships you build with clients allow them to return for more sessions. Your job extends beyond creating workout plans and providing motivation.

It’s your job to provide ongoing support and to communicate with your clients during and after their sessions. Check in with your clients to measure their fitness progress and answer any concerns they face. Combine your knowledge with technology to send workout videos and motivational content.

Provide Nutritional Information

Most clients understand the importance of exercise and physical activity for a healthy mind and body. Nutrition is the other pillar to focus on when becoming a certified personal trainer.

It’s an excellent way to help clients reach their potential. Providing nutritional plans adds significant value to your personal training business.

It becomes a one-stop shop for clients who want to lose weight and enjoy a healthier body. You can educate clients on the importance of a healthy and balanced diet. Nutritional plans are the perfect complement to your exercise plans.

Set Your Pricing

Clients want affordable prices when seeking a personal training business. Examine the rates your competitors offer and determine the value of your service. It’s an excellent way to find a price your clients can afford while ensuring you make enough money to live well.

It’s best to look at the pricing of local personal training businesses in the area. Factor your experience, certifications, and services when setting your prices. Transparency is critical, so always be straightforward and honest about your pricing.

Continue Learning

Your brand will grow as you learn new skills, tips, and techniques. Continuing your learning journey is part of the journey. It shows commitment to becoming an independent personal trainer.

Keep up with changes in the industry and advancements in equipment. Your growth and investment in yourself add value to your brand. It demonstrates your commitment to providing the best personal training services.

Become an Independent Personal Trainer Today

Using your fitness background to forge a career is an excellent way to earn a living. One of the best options is becoming an independent personal trainer. It starts with gaining an education and earning certification.

Focus on online marketing and client management to provide the best experience to your clients. Combine your exercise knowledge with nutritional plans to add more value. Invest in your career and knowledge, and set competitive pricing.

Starting a new career is intimidating, but pursuing your passion is worth the risk. Explore our Career and Education content to find your dream job today!

This article is published by NYTech in collaboration with Syndication Cloud.

Fortune Recommends™ Health is editorially independent. We may earn affiliate revenue from links in this content. Learn more .

Fortune Recommends™ is editorially independent. We earn a commission for purchases made from affiliate partners via some links on our site; other links are not affiliate partner links. Click here to read the full Fortune Recommends advertiser disclosure and how we earn commissions. Click here to read about our editorial policies and our methodologies.

The 6 best online personal trainers of 2024, according to experts

By Stephen Sheehan, CPT

Expert Contributor Chris Mohr, PhD, RD

Expert Verified by Dr. Jen Roper, PhD, CSCS

Fact Checked by Harry Neale, PhD

Reviewed by Amanda Dvorak

Reviewed by Lily Moe

Written by Stephen Sheehan, CPT, Fortune Recommends Writer

How we test.

Our team evaluated more than 30 online personal training platforms on key factors such as workout variety, accountability, and ease of use. We assessed not only the quality of the programming and coaching but also whether the price and features provided sufficient value.

.st0{clip-path:url(#SVGID_00000046340743257271907690000000964648354283835324_);} Trusted experts

We consulted with certified personal trainers, Ph.D.s in exercise physiology and health and human sciences, and certified strength and conditioning coaches to determine the best online personal trainers by category.

From customized workout programs to individualized nutrition plans to one-on-one video calls, online personal trainers can provide many valuable services. Whether you opt for something simple that sticks to basic features like daily workouts and macro tracking, or extend your budget for more in-depth coaching, using an online personal trainer is a great tool for staying motivated and accountable.

To find the best online personal trainers, we looked at more than 30 apps and programs. We evaluated key characteristics such as ease of use, level of instruction, and overall value to determine our top choice for each category.

Best online personal trainer overall

Future is our top choice for online personal training. With an incredible interface and the ability to choose your coach based on your fitness goals, Future includes routine check-ins, workout tracking, and plenty of variety in training sessions.

Our picks for the best online personal trainer

• Best overall: Future
• Best trainer and nutritionist: Caliber
• Best for weight loss: Joggo
• Best for beginners: FlexIt
• Best for expert-guided workouts: CoPilot
• Best for women: Girls Gone Strong

Compare online personal trainers

Best online personal trainer overall: future.

Key product features

What you should know

Future has quickly risen in popularity to become the best overall online personal trainer. Although it’s a more expensive option, you’ll gain access to a certified personal trainer who’ll provide customized workout programs, perform routine check-ins, and guide you through your fitness journey.

• Future earned a perfect accountability score from our product tester, who appreciated how his coach maintained consistent communication to keep him on track.
• At about $200 per month, Future is one of the most expensive on the market.
• If you’ve struggled to stay consistent on your own, a Future coach can take away the guesswork and any excuses by giving you a structured plan and holding you accountable.
• The app gives you the ability to record and send a video directly to your coach for feedback on your technique.

Our experts found Future to be a well-designed platform, allowing you to interact with your fitness trainer via in-app messaging and video calls. In fact, consistent communication and customized workouts have encouraged several of our team members to remain active Future users for multiple years. While $200 a month is an investment, we believe Future’s accountability and customization make it worth it.

Some apps take more of a one-size-fits-all approach, but Future provides a truly individualized experience. To start, you fill out a brief questionnaire about current workout habits and fitness goals. From there, you can select a coach from dozens of qualified trainers.

After a face-to-face video call, your coach will put together a weekly workout plan that typically includes strength training, cardio sessions, and scheduled rest days. They’ll also factor in what equipment you have.

One of our testers found a new appreciation for her coach’s adaptability when she used Future at the beach and received bodyweight workouts she could perform from her new training environment.

“While it’s common to think you need fancy equipment or the latest gear to get a great workout, your bodyweight can offer a fantastic form of external resistance,” Chris Mohr, Ph.D., RD noted. “Research supports the notion that simple bodyweight training can be an effective tool.” ( 1 )

“This level of adaptability may not be seen in other apps and increases the likelihood of staying on track with your fitness goals,” adds Dr. Jen Roper, Ph.D., CSCS, Associate Professor of Health and Human Sciences at Loyola Marymount University.

To guide you through the sessions, Future’s interface includes both visual and audio instructions. Demonstration videos with voiceovers helped our testers pay attention to particular cues and maintain proper form.

“One of the biggest drawbacks of working out is that people often feel uncomfortable and uncertain about their movements. This benefit of feedback from your coach will not only improve your efficiency with your movements but reduce your risk of injury,” Dr. Roper commented.

The app also allows you to record your movements and send them to your coach for feedback. That level of individualized attention separates Future from other virtual personal trainers.

“Personalization can often be missing in apps since you have a virtual coach. The Facetime feature certainly makes it feel as if your coach is truly getting to know you to help and guide you.”

Chris Mohr, Ph.D., RD, Fortune Recommends Expert Reviewer

While it’s ultimately up to you to put in the work, our testers felt their Future coaches were invested in their success. Two of our testers rated Future 5 out of 5 stars for accountability, noting that routine check-ins from their coaches helped maintain motivation.

“He did a great job of checking in on training and rest days and took my feedback into account when designing workouts going forward,” one reviewer said about his coach.

Our testers also enjoyed being able to sync the app with their Apple Watches for tracking health metrics, weights, reps, and other data.

The main drawback with Future is the price. However, since in-person training typically costs around $1 per minute, it’s very easy to spend upwards of $300 on the service each month. So, spending $200 a month for virtual coaching that goes beyond the basics can be worth it, especially if you already have a home gym setup and want to get better results.

We also wish the app included nutrition coaching options. Since your diet plays a large role in weight loss and muscle gain goals, having access to nutrition coaches in the Future app would make this a more well-rounded program.

“As a dietitian, I’m well aware of the role nutrition plays with individuals, regardless of their goals,” Mohr said. “It would be nice if some aspects and discussion around nutrition could be built into this app for greater overall functionality.”

What customers are saying

The Future app has nearly 9,000 reviews on the Apple App Store. Users consistently praise the personalized programming and high degree of accountability.

One reviewer with the screen name “CKC Homie” said they enjoy being able to leave notes about what they liked or didn’t like about the workout, which allows their coach to make adjustments.

“When I’m not feeling well or run behind at work, I just send a message to my coach and they move or adjust my workouts so I can stay on track,” the user commented. “Traveling? They’ll make workouts geared for travel too!”

However, several users highlighted the lack of nutrition coaching as disappointing.

Additional negative feedback associated with Future is the recent raise in the monthly subscription fee from $150 to $200.

Best online personal trainer and nutritionist: Caliber

Best online personal trainer and nutritionist

Caliber offers both group and individual coaching that includes personalized training and nutrition plans. The app uses two algorithm-informed measurements to track your progress, and your coach will give feedback and set benchmarks for the week to give you direction.

• Our product tester appreciated that her coach provided incremental goals during her check-ins, like increasing the weight on her final set of deadlifts by 10 pounds.
• Caliber Premium, which includes one-on-one coaching, starts at $200 per month—a price we consider fair given the amount of resources and individual support you receive.
• While the free version gives you access to a vast library of workouts, the top tier is a worthwhile investment if you need expert support with your training, diet, and overall fitness plan.

Why we like Caliber as best trainer and nutritionist

If you want personalized workout plans and nutrition programming in an easy-to-digest format, look no further than Caliber. One of the highest-scoring online personal training platforms we’ve tested, the app can track everything from workout metrics to macronutrients to help you stay accountable during your fitness journey.

Caliber is available in three tiers. The free version gives you access to a library of basic strength training and cardio workouts. The Pro version, which starts at around $14 a month, gives you access to group coaching.

Our tester utilized Caliber Premium Coaching, which costs about $200 a month. This plan connects you with a coach who puts together individualized workout routines. You can also go for expanded packages that include weekly or monthly Zoom calls with your coach. These packages start at $266 a month.

Our tester tried out Caliber for several weeks and gave it 5 out of 5 stars on value. However, she pointed out that pricing info on the company’s website seemed confusing.

Still, Caliber received perfect scores for both accountability and instruction—two key areas that affect a user’s experience and results. Our tester enjoyed having weekly check-ins with her trainer. The check-ins included breakdowns of the previous week’s workouts and goals for the upcoming week.

Plus, she found the video demos for every movement in the Caliber app to be well-executed and easy to understand. To ensure you stay safe and maintain proper form, the app allows you to record yourself and send it directly to your coach for prompt feedback.

“This is certainly a unique feature that adds a special touch to what can otherwise be impersonal apps,” emphasized Chris Mohr, Ph.D., RD. “The ability to get real user feedback from a trained and qualified coach is worth its weight in gold.”

Caliber uses two algorithm-informed measurements to assess your progress: strength score and strength balance. Your strength score measures your progress based on how you’re advancing at particular exercises. Your strength balance shows how developed your major muscle groups are compared to each other. These measurements can be especially useful for beginners who want to hone in on their weaknesses.

Caliber programs are periodized, meaning you’ll perform the same exercises for several weeks following progressive overload principles. This style of training can help produce greater strength gains. ( 2 ) Every few weeks, your coach will update your plan based on your performance metrics.

Another valuable component that Caliber offers is nutrition coaching. Our tester was happy to report that her coach provided “sound advice within her scope of practice.” Her coach also helped her overcome some issues with food and macro tracking by offering an alternative accountability solution: sending photos of her meals.

Since Caliber coaches are certified nutrition coaches rather than registered dietitians, they can help teach you how to track macros, provide tips for selecting healthier options when grocery shopping or dining out, and educate you on the benefits and drawbacks of different diets. However, they aren’t allowed to send you fully individualized meal plans, provide medical nutrition therapy, or instruct you to follow a specific diet based on your health information.

To track nutrition, Caliber coaches encourage their clients to use Cronometer. Cronometer is an integrated nutrition-tracking app with a deep database of foods and a convenient barcode scanner for quickly adding an item to your eating log. Your coach also has access to your nutrition information if you use Cronometer, which can provide valuable insight and discussion points during your check-ins.

All in all, the level of attention you receive makes Caliber an excellent option if you’re looking for a virtual, data-driven training platform.

Caliber has more than 2,500 reviews in the Apple App Store. Many positive reviews praise the personalized coaching and level of accountability.

“My coach, Jonathan, helped me to build the program tailored to my goals and adjusted it as we went along,” wrote verified user Alexey Laduda. “It is instrumental in having a resourceful accountability partner (coach) to make progress and learn as you go.”

However, one user with the screen name “The local traveler” had high hopes about Caliber but canceled after their trainer failed to check in or update the workouts for several weeks.

“The trainer, while nice, offered very generic messages 1-2x per week,” the reviewer commented. “Although they did seem encouraging, it sounded like a copy and paste type message. I fell behind on logging workouts for a week and noticed the trainer did not mention anything about it so I thought I would go another week without logging anything to see if they noticed (accountability). Nothing was ever mentioned.”

Best online personal trainer for weight loss: Joggo

Best online personal trainer for weight loss

Designed for runners of all abilities, Joggo creates a fully personalized running program based on your goals, needs, and lifestyle. Between audio-guided workouts and custom meal plans, you’ll be armed with two key resources that can help you shed some extra pounds.

• Joggo uses quiz results to give you an estimate of how much time it’ll take to reach your goal weight using the app’s running plan.
• For $2 per week, you can add a strength-training workout component, which can be an effective way to further support your weight-loss efforts.
• As a weight-loss-focused running app, Joggo is best suited for those who need structured cardio and nutrition plans.

Why we like Joggo as best for weight loss

Joggo provides personalized running and nutrition plans that can help you stay on track. Designed by a former Ironman competitor, the cardio-focused app includes several tools to support your weight-loss efforts, such as a weight tracker to monitor your progress. Its personalized running plans utilize GPS location tracking and distance and speed monitoring to give you an accurate breakdown of your workouts.

Before you start, the app will ask a few questions about your current fitness level, diet, and overall health. You can choose to have a meal plan included in your program. The meal plan is personalized based on your goals, dietary preferences, allergies, and foods you like or don’t like to eat. It includes breakfast, lunch, dinner, and two snack options for each day. Our product tester had no issues with the setup process, rating it 4 out of 5 stars.

Based on your responses to the beginning questions, Joggo will present different running plans with estimated timelines of how long it’ll take to hit your target weight. The workouts include warm-up and cool-down exercises, which are key to avoiding injuries. ( 3 )

You won’t have to worry about getting bored with your workouts, as Joggo has a variety of running workout options. For example, some sessions include speed work, while others focus on longer-duration runs for building cardiovascular endurance.

Compared to other personal training apps, Joggo doesn’t provide the same level of in-depth instruction. You don’t work with a coach and only receive voice-guided cues during your run. Our product reviewer gave the app 3 out of 5 stars in the instruction category for this reason. She noted that experienced runners may deem audio cues like “remember to breathe” unnecessary. But if you prefer, you can turn this feature off to avoid distractions.

Although Joggo doesn’t give a pricing breakdown on their website, you can get more details about the total cost once you complete an online quiz. Our product tester went through that process and found that a two-month running plan costs about $60 (roughly $7.59 per week).

Meanwhile, a four-month plan comes in at about $73, or about $5.29 per week. You can even go for a six-month plan for about $10.13 per week.  You can also spend another $2 per week on an optional strength-training plan. This plan can help balance out your routine and further assist with both your weight-loss efforts and overall running performance. ( 4 )( 5 )( 6 )

“The goal of any weight loss program should be to maintain as much muscle—or lean tissue—as possible,” Chris Mohr, Ph.D., RD, said. “That not only requires consistent, quality protein as part of a balanced diet, but it does so in conjunction with regular strength training.”

If the 12-3-30 workout or long walks haven’t produced the results you’re looking for, Joggo can provide structure, along with nutritional support, to ramp up your efforts. Just don’t expect the same level of interactive features or accountability as you’ll get with some of the other personal training apps on this list.

Joggo has nearly 900 reviews on Trustpilot. One user enjoys being able to use the voice instructor feature while still listening to his music. Another reviewer named Deanna Young was impressed with the real-time feedback component.

“The app allows me to be more intentional and mindful with my runs,” the user wrote. It gives me real-time feedback that really works! I’m impressed with how it’s not generic feedback as well.

However, other users felt that workouts could be more challenging. In addition, several reviews expressed disappointment about the lack of integration with Garmin or other non-Apple smartwatches.

Best online personal trainer for beginners: FlexIt

Best online personal trainer for beginners

FlexIt is a beginner-friendly platform that allows you to work out with a certified personal trainer from your home, outside, or wherever you’re most comfortable. Depending on your goals and budget, you can purchase multi-session bundles to save money and establish a consistent training schedule.

• Although FlexIt doesn’t offer a free trial, you can schedule your first session for just $5.
• At a rate of about $1 per minute, this online personal trainer costs about the same as an in-person trainer, which we think is a fair value.
• Beginners can reap the rewards of investing in a coach who will create a goal-based plan and guide them through each workout—all while retaining the flexibility to train in the environment where they feel most comfortable.

Why we like FlexIt as best for beginners

The fitness industry has transformed to the point that you can get an in-person training experience without any face-to-face interaction. If you’re just starting your health and wellness journey, FlexIt is a viable solution that can help you hit the ground running.

FlexIt suits beginners well due to its flexibility. It allows you to schedule sessions of either 30, 45, or 60 minutes with a trainer who will be present the entire time. Similar to the corporate gym setting, you pay in a bundle of sessions (four, eight, or 12) and schedule them at your convenience.

FlexIt begins with a brief assessment to evaluate your current fitness levels and goals. Then, you can find a certified personal trainer or nutritionist who aligns with your needs. FlexIt features specialists in a variety of fields, including bodybuilding, HIIT, pilates, and even physical therapy. You can even mix and match different trainers to get assistance in multiple areas.

But, as seasoned personal trainers, we believe the assessment could go into greater detail. It only asks basic questions such as your primary goals, the days and times you like to work out, and your preferred training modality. It would be helpful to include other information like your injury history, current eating habits, and current training regimen. This information can give a more well-rounded overview so you can be paired with the right coach.

Sessions cost between $39-$73, depending on which bundle you purchase. The higher end of that range falls in line with what you would pay for in-person training. However, you don’t have to worry about fighting for space in the gym, as you can train from wherever you feel most comfortable.

While several reviewers on the Google Play Store spoke highly of the level of interaction with their coaches, the number of bugs and lack of polish with the app couldn’t be ignored.

“Frequent issue with the messenger not loading,” one verified user named Kacy wrote.

A recent review also spoke about issues with the app’s messaging capabilities. While the quality of coaching isn’t an issue, the app itself could use improvements.

Best online personal trainer for expert-guided workouts: CoPilot

Best online personal trainer for expert-guided workouts

CoPilot provides personalized workouts and nutrition guidance for half the cost of Future and Caliber Premium. While the overall design and simplicity of the app stand out, some Android users have reported interface issues.

• Our product tester enjoyed how seamlessly CoPilot integrated with his iPhone and Apple Watch.
• At $99 per month, CoPilot is less expensive than some other top online personal trainers—plus, you can try it out for free for two weeks.
• With step-by-step guidance and feedback from a certified coach, CoPilot is a worthwhile investment for those who need expert support at a lower cost than other options.

Why we like CoPilot as best for expert-guided workouts

The aptly named CoPilot app pairs you with a certified personal trainer who can steer you in the right direction based on your fitness goals and preferred training style. You’ll get expert-driven workouts that include live feedback, plus guidance on creating meal plans from trainers who are also certified nutritionists.

Following a brief assessment, CoPilot recommends coaches who align with your goals. However, you have the ultimate say over who you work with. Once connected with a coach, you can have unlimited interaction with them through messaging, feedback, and video calls.

One of our product testers tried CoPilot on his iPhone and Apple Watch. He reported a positive experience following the workouts, which included supporting videos.

“I was very impressed with the overall design and simplicity of the app and the integration of the iPhone and Apple Watch.”

Team Product Tester

However, CoPilot falls short in a few areas. First, our tester pointed out that aside from your coach, there is no online community for additional support. Research has shown that a sense of community—either online or in-person—can help people stick with exercise for longer amounts of time. ( 7 )( 8 )

“Social support is important for adherence to exercise programs, with research showing that adults view social influences as a significant motivator,” Dr. Jen Roper, Ph.D., CSCS, adds. ( 9 )

While our tester had no issues using the app on his iPhone, Android users have raised concerns about bugs and interface issues. And, while you can still track your workouts using your watch’s fitness or heart rate tracker, CoPilot doesn’t have a built-in app for Garmin, Fitbit, or non-Apple smartwatches.

Yet for $99 a month, CoPilot still offers plenty of value by providing personalized training plans, nutrition guidance, multiple lines of communication, and the flexibility to perform workouts at home or in the gym.

CoPilot has generated a lot of praise on the Apple App Store. Many users have improved their fitness and overall health thanks to the intuitive app and the support of a certified fitness trainer.

“With the help of my coach, I’ve been able to gain a healthier relationship with my body and wellness,” wrote one reviewer with the username “With Will there’s a way.”

Users love that CoPilot seamlessly syncs with their Apple Watches for a plug-and-play data tracking experience. Research shows that wearable fitness devices, like an Apple Watch, can provide additional motivation to people wearing them thanks to easily accessible data. ( 10 )

“The other nice thing about this app is that workouts I do outside of the program that are recorded on my Apple Watch are included in a graph that charts my overall fitness,” one reviewer said.

Best online personal trainer for women: Girls Gone Strong

Best online personal trainer for women

Girls gone strong.

A women-specific health and fitness coaching and certification company, Girls Gone Strong offers nutrition, exercise, and mindset coaching through a year-long online program.

• GGS Coaching only opens twice per year, which leads to spots selling out quickly.
• While GGS coaching costs $299 per month for 12 months, you can save 45% off the general public price by joining their pre-sale list.
• Women who want to make long-term lifestyle changes to improve their health and overall wellness will appreciate the support from expert coaches and the GGS community.

Why we like Girls Gone Strong as best for women

For women who want to work with someone who understands their struggles, Girls Gone Strong is a great option. It allows you to get holistic coaching on your eating habits, exercise routine, mindset, and overall approach to living a healthy lifestyle.

The all-encompassing Girls Gone Strong (GGS) platform includes nutrition, exercise, and mindset coaching for women with different goals, abilities, and training styles. Our expert reviewers consider GGS to be well-rounded, and they like how the app considers all aspects of wellness instead of just training. This comprehensive approach can better help participants benefit from GGS’s instruction, expertise, and accountability.

The 12-month program requires serious commitment, but you’ll be fully supported each step of the way. Expert reviewers loved that this isn’t a quick fix, “overnight solution” type of program. GGS coaches are available five days a week for accountability and troubleshooting. They can also adapt your training plan to fit your schedule and provide feedback about your progress.

There’s no shortage of workout variety with GGS. From routines to assist with fat loss or muscle gain to bodyweight and resistance band workouts, you have plenty of options to keep you engaged.

GGS Coaching isn’t cheap, though. At about $300 a month, it’s pricey for a virtual training program. Many apps fall around the $100-$200 range per month.

That said, if you’re not satisfied with your results after participating in the year-long program, you’ll get a full refund.

In-person vs. online personal trainers

There are a few key differences between in-person and online personal trainers. For instance, it can be challenging for a virtual trainer to maintain as high of a degree of accountability since clients don’t have to commit to meeting at a specific time. Having the flexibility to perform and log your workouts at your convenience can lead to skipped sessions and derailed progress.

On the other hand, while in-person trainers schedule sessions and provide direct instruction, feedback, and motivation, you’ll have to pay more for their services. In-person trainers typically cost around $1 per minute, if not more. Online personal trainers usually offer monthly packages, with their hourly rate falling closer to $25-$50. Making the choice between in-person and online training may come down to how much you need extra accountability.

Whether you’re trying in-person or online personal training, it’s essential that your coach has a personal training certification from an accredited program. Well-regarded certifications include the National Strength and Conditioning Association Certified Strength and Conditioning Specialist (CSCS), the International Sports Sciences Association (ISSA), the National Academy of Sports Medicine (NASM), or the American Council on Exercise (ACE). Proper certifications ensure your trainer understands how to create a successful fitness plan that should include key elements like strength training, cardio, nutrition, and recovery.

Both in-person and online personal trainers have access to interactive platforms. These tools allow them to provide feedback at just about any time with videos, messages, and reminders, which can be helpful motivators for all fitness levels. ( 11 ) Depending on the platform, the trainers can provide in-depth data and visual representations of your progress.

No matter which type of trainer you prefer, most market their services and share client success stories through their social media channels. Plus, you can find additional resources and support via online groups. These groups make it easy to see why many people have shifted toward an app-based approach that offers a sense of community.

Benefits of online personal trainers

There are a few key benefits of choosing online personal training to guide your workouts.

Affordability

In-person training sessions can cost more than $60 an hour. Working with a virtual personal trainer can cost closer to $25-$50 an hour, making the online route a more affordable option.

Personalized attention

Whether you have a question about an exercise or need guidance on hitting your protein goal, you’ll be able to get the answers you need from your trainer. Depending on the app, you can message your coach anytime. You may even be able to schedule one-on-one video calls to discuss any challenges you’ve encountered.

Flexibility

Online personal trainers adapt to your schedule and goals. They can shift workouts around if you’re traveling or change your routine if you’re injured. Plus, working with an online trainer means you can work out wherever you feel most comfortable. You don’t have to go to a specific facility to train in person.

Customized workouts

Arguably the biggest benefit of an online personal trainer is that you won’t get pigeonholed into a one-size-fits-all program. Instead, your coach will use questionnaires and assessments to create a unique training plan. The program will be tailored to your fitness level and health and physique goals.

How we test online personal trainers

Our team has completed hundreds of workouts using some of the top fitness apps and training programs. During testing, we assessed various elements that contribute to a positive user experience. For more information on each factor, check out our fitness program testing methodology page.

Program design—30%

Workout variety is key to keeping you motivated and stimulated as you progress in your fitness journey. In addition to evaluating an app’s workout options, our team also looked for accountability features and real-time messaging tools that allow for access to an app’s coaches.

We also considered the following criteria when ranking personal training apps:

• Explanation
• Versatility
• Reasonable amount of training volume

Our team’s evaluation of value comes down to whether the cost aligns with the tools and features the app offers. Here’s everything we factor into a personal training app’s value rating:

• Personalization

Extra options—20%

We recognize that movement isn’t the only crucial element of a healthy lifestyle. Nutrition, stress management, and sleep health also play a significant role in your well-being.

That’s why we look for personal training apps that go beyond exercise instruction and also offer the following:

• Additional programs
• Nutrition coaching
• Tech extras

Customer experience—20%

We understand that your overall experience with a personal training app is key to determining how likely you are to stick with the app long term.

When deciding which apps would make the list above, we considered factors such as:

• Reliable and user-friendly apps
• Customer service
• Free trials and flexible cancellation policies

Investing in an online personal trainer can be a worthwhile investment if you want to become stronger, fitter, and more confident. A trainer can help guide you with direct feedback and mindset tips to overcome plateaus and stay committed. Plus, a certified coach will provide structure to your workouts so you strike the right balance of intense training and proper recovery, along with offering accountability along the way.

Even if you can’t afford a premium online personal training program, you can still succeed by finding one that fits your budget. Sometimes all it takes is having a basic fitness program that’s easy to follow to make major changes.

An online personal trainer will provide multiple tools to help you reach your fitness goals. They’ll create a workout program tailored to your abilities, needs, and equipment. Many plans will include video demonstrations of each exercise so you know the proper form. Research shows that a personalized video component can support your overall results and your self-confidence as you workout. ( 12 )

An online personal trainer will also hold you accountable. They’ll monitor your progress, make sure you complete your workouts, and check in with you routinely via in-app messaging or video calls. You can enjoy many of the benefits of working with an in-person trainer without having to pay such a steep price.

Online personal trainers use many platforms to engage and work with their clients. FlexIt is one of the most popular options. Platforms like this make it easy for coaches and clients to connect while also providing the infrastructure for nutrition plans, video courses, progress tracking, and more.

Even at $200 per month, an online personal training app like Future is still cheaper than in-person training. Typically, certified personal trainers charge around $1 per minute. At that rate, three 30-minute sessions per week would come out to $90. A month’s worth of face-to-face training would come out to $360—nearly double the cost of an app subscription.

Of course, some people perform better when they have a coach by their side. But if you’re self-motivated and can thrive in a virtual training environment, the online option is a great money-saving solution.

Our experts

Christopher Mohr, Ph.D., RD

Christopher Mohr, Ph.D., RD, is an internationally recognized subject matter expert and speaker and performance coach. Through his facilitation and online resources, he works closely with some of the largest corporations in the world including Deloitte, Delta Airlines, Johnson & Johnson, and more to help busy executives develop the energy to thrive personally and professionally.

Jen Roper, Ph.D., CSCS

Jen Roper, Ph.D., CSCS, is an Associate Professor of Health and Human Sciences at Loyola Marymount University. She received her PhD in Physical Education, Sports and Exercise Science in 2015 from the University of New Mexico, with a specialization in Exercise Science and Biomechanics. She has been a Certified Strength and Conditioning Specialist from the National Strength and Conditioning Association since 2014.

Harry Neale

Harry Neale holds a Ph.D. from the University of California, Berkeley, where he studied languages and literature. He has taught language courses, as well as writing-intensive literature and history courses, worked as a translator and researcher, and has 10 years of experience editing and fact-checking academic and B2B content.

Amanda Dvorak

Amanda Dvorak has been writing and editing fitness and nutrition content since 2021, with a heavy focus on equipment and supplement reviews. She has contributed to BarBend, Breaking Muscle, FeastGood, and PowerliftingTechnique. While she currently does CrossFit out of her garage gym, Amanda also enjoys lifting heavy weights, running, cycling, and hiking. She is studying for her personal trainer certification through the International Sports Sciences Association (ISSA).

Lily is a Brooklyn-based writer and editor with over seven years of experience in health media. As a former Fitness Coach, Lily’s editorial prowess has largely focused on fitness, nutrition, and weight management. She has also spent a fair share of time in testing labs, analyzing everything from protein powders to yoga mats. Her work has appeared in Verywell Fit, Verywell Mind, Health, and more.

Stephen Sheehan, CPT

Fortune Recommends Writer

About Author

Stephen Sheehan is an ISSA-certified personal trainer and nutritionist who uses his fitness expertise to review products for Fortune Recommends™. A two-time University of Florida graduate, he has a diverse writing and editing background that’s primarily focused on sports, health and fitness, and e-commerce content. His work has been featured in Runner’s World and Keto Magazine, as well as Bulletproof, Breaking Muscle, and YouFit Gyms.

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