Offline Personal Trainer Marketing

Is your current personal trainer marketing strategy producing continual growth in your business? I’ve really noticed something with a lot of fitness professionals lately, and in some ways even within my own business. With a number of personal trainer marketing experts sharing ideas and business building strategies there has been a huge shift to using the internet to attract new clients and grow your business. Now there is nothing wrong with this, in fact if you don’t have an effective website, aren’t using online classifieds and Facebook you are likely really missing out when it comes to gaining new clients.

The problem is I see so many fitness professionals so focused on online personal trainer marketing strategies that it is literally becoming their only vehicle for lead generation and business growth. Is this happening to you? It got me thinking about the really successful people I know, even the internet marketers I know. Almost all of them had something in common; their first big success wasn’t online at all. In almost all cases the most successful people I know grew their initial businesses offline, belly to belly, the old fashioned way.

So consider your own efforts, remember that building a successful business is about creating a marketing engine that continually produces perpetual growth. It’s critical to consider using more than one medium, so if your current efforts are really focused online than try to systemize some of those processes and then turn your attention back to developing your offline efforts.

Here are 6 effective offline marketing vehicles that I have and continue to use:

1)      The Lunch and Learn – Hands down this was one of the most effective tools for me to establish myself as a personal trainer repeatedly in 3 different markets before settling in Red Deer. If you’ve had but one client who’s experienced great results I guarantee you’ve been asked questions or overcome obstacles experienced by almost anyone trying to reach a fitness goal. Develop this information into 2-3 20-40 minute presentations and then get out and share it with anyone who will listen. Talk to businesses, call local clubs and service groups, talk to schools (specifically teachers and parents if possible), fundraisers, chamber events, and so on. Some people say no but don’t let that discourage you keep asking, I guarantee this can radically change your business in 30 days or less.

2)      Networking Groups – It seems there are more of these than ever. As a personal trainer you are an expert at building relationships and rapport. Perfect for networking groups, get out, meet people, and share what you know. Distribute your business cards but what an even better time to distribute gift cards, or run a referral program.

3)      Strategic Business Alliances – share credibility by forming relationships with complimentary businesses. Promote each other knowing your clients might be their audience and vice versa.

4)      Leadboxes – An inexpensive branding tool and a continual source of leads, the key is the right offer and the involvement of the business displaying the box. Get them involved in your programs, have them contribute to the prize package so they work harder to promote it.

5)      Endorsed Mailing – Have you worked with certain professionals forever? Have you trained any of their clients to amazing success? Would they consider sending an endorsed letter to their clients introducing them to you and your services? You often don’t know until you ask.

6)      Direct Mail and Addressed Mail Campaigns – There is a cost to these, but because there is a cost it also limits how much competition you will have for your given industry. A well designed direct mail or addressed mail piece can produce thousands of dollars in sales. Canadapost allows you to target specific routes and postal codes so you can target your audience to those within your target area. www.infocanada.ca provides addressed mail lists for many regions with an amazing amount of demographic data so you may select a very targeted audience.

Have you used any or all of these strategies? Have they worked for you? What pitches worked the best? What other offline personal trainer marketing strategies do you use? Your comments will help others and theirs might be the next breakthrough for your business. Pay it forward and share. 🙂