There are many benefits to choosing personal training or online fitness coaching as a career — the hours are flexible, you get paid for doing what you love, and it’s incredibly rewarding to help others smash their goals. But let’s face it, the health and fitness industry is competitive. If you’re wondering how to get clients as a personal trainer, be prepared to put in the time and effort to build your client roster from the ground up.
It won’t happen overnight, but the right strategies can make all the difference.
Are you tired of struggling to fill your schedule? Do you feel like you’re doing everything right but still not getting the client flow you need? The good news is that there are proven strategies to get clients as a personal trainer – and we’re going to cover them.

Five ways to get more personal training clients to grow your business
Getting clients is a crucial first step in becoming a personal trainer. It’s one step after another to gain more. There is no simple magic button to gain a mass following – these things take time, dedication and a good system.
To help you along the way, here are five very achievable ways of getting more clients as a personal trainer to keep growing your business.
1. Big yourself up with impactful marketing
As a personal trainer, whether employed by a gym or working independently, attracting clients is crucial to your success. In today’s digital age, a strong marketing presence is essential, which can be leveraged to grow your PT client base.
Dominate the digital space
Your online presence is your virtual storefront. Make it count! Create engaging content on platforms like TikTok and Instagram, sharing client testimonials, workout demonstrations, and compelling before-and-after transformations.
Visual proof of your client’s success is powerful – it allows potential clients to envision their own transformations. Make sure that your social media channels, online business portals, and databases contain enough information about the benefits of choosing you as a PT.
Utilise social media to it’s full potential to show that you can achieve results with existing clients, whilst having free tools available on hand to maximise exposure.
Remember, the more effectively you showcase your expertise and results online, the more credible and desirable you become.

Master the art of personal connection
Don’t underestimate the power of real-world interactions. Being friendly and approachable goes a long way. Spark conversations at the gym, even when you’re not working. A casual chat can easily turn into a lead, so cultivate a warm and engaging personality.
Your physical presence, along with how you present yourself matters just as much as your online one, in attracting prospective clients. Be visible, be approachable, and let your passion for fitness shine through.
Make a conscious effort to get to know new people when visiting the gym and keep interactions fun and not business-related. If an opportunity comes for a natural business proposition, then take it. If not, don’t force one!
Referrals are a key aspect of in-person client acquisition. Having a presentable and personable approach with every member of your gym or community will eventually generate a good level of referrals.
Make sure to ask permission from current clients before sharing any content featuring them on your social media or website.
Key takeaways:
- Visibility is key: A multi-faceted marketing approach using digital and real world methods can increase a PTs chance of getting new clients, both online and offline.
- Authenticity builds trust: Genuine interactions and showcasing real results resonate with potential clients.
- Consistency is crucial: Regularly updating your online presence and being a consistent, positive presence in the gym builds momentum.
Read more: 4 Ways to Get Noticed as an Online Fitness Coach
2. Be professional on the gym floor
Whether your “gym floor” is a physical space or an online coaching platform, professionalism is non-negotiable. While the fitness world might seem relaxed, maintaining a professional demeanour is essential for attracting and retaining clients.
The unseen impact of unprofessionalism
Unprofessional behaviour — like turning up late, posting inappropriate content online, or gossiping about clients and other trainers — can quickly break trust. And trust is everything when it comes to building lasting client relationships.
This doesn’t mean you have to change your personality or image. Authenticity is still key to connecting with your audience. However, it does mean adopting an ethos where the client always comes first.
Staying composed during challenging moments — whether personal or professional — demonstrates reliability and reassures clients that their goals are your priority.
It’s also easy to fall into casual gossip with clients or speak negatively about others in the industry in an attempt to bond. While forming connections is important, relationships built on negativity can create long-term problems and undermine your professional image.

Building trust through actions
In personal training, trust is your most valuable asset. When potential clients compare trainers, professionalism often becomes the deciding factor.
Your punctuality, presentation, and reliability matter. Clients need to feel like they’re a priority, and showing up on time, being prepared, and staying focused on their needs will set you apart.
Small actions — like following up after a session, dressing appropriately, and staying engaged during appointments — build trust and reinforce your commitment to their success.
Key takeaways:
- Professionalism earns respect: Clients are more likely to take you seriously and value your services if you maintain consistently high standards.
- Punctuality builds trust: Being on time shows respect for your client’s time and your own.
- Stay approachable and positive: A friendly and professional demeanour reassures clients that you care about their goals.
- Avoid complacency: One lapse in professionalism can have lasting consequences for your reputation.
3. Practise what you preach
As a personal trainer, you’re not just teaching a healthy lifestyle—you’re living it. This doesn’t mean being perfect; it’s about showing a balanced approach to fitness and nutrition that feels achievable. If you’re not looking after yourself, how can you expect clients to trust your advice?
When you lead by example, you show clients what’s possible with consistency, effort, and the right mindset.
Keep it real, not perfect
Your clients aren’t looking for a superhero — they want someone real. You don’t need to show off perfect form every time or act like fitness is effortless. Instead, be honest about the ups and downs of staying healthy.
This kind of openness helps clients connect with you, trust your guidance, and see you as someone who understands their struggles.

Show, don’t just tell
Actions speak louder than words. If you tell your clients to eat more whole foods, let them see you enjoying those meals too. If you talk about the importance of regular workouts, make sure you’re showing up for your own sessions.
When clients see you practising what you preach, your advice becomes a lot more convincing.
Key takeaways:
- Lead by example: Show clients what’s possible by living the healthy lifestyle you promote.
- Be real, not perfect: Clients connect with authenticity, not flawless execution.
- Actions speak louder: Demonstrate your advice through your own habits and routines.
4. Embrace your expertise and recognise your limitations
While “practising what you preach” is essential, honesty and transparency are just as important. This mindset is key to building a successful business centred around client success. Every trainer has strengths and limitations, and being upfront about both helps manage expectations — both your clients’ and your own.
The strength in saying “no”
Not every personal trainer is the right fit for every client, and that’s okay. Most trainers have specialisms, whether it’s strength training, weight loss, sports performance, or rehabilitation.
For example, if a prospective client is pregnant and you’re not trained in prenatal fitness, it’s better to be honest rather than take on something outside your expertise. It’s not a weakness — it’s professionalism.
Turning down a client might feel like a short-term loss, but it offers significant long-term gains:
- Prioritise client safety and well-being: Avoid the risks that come with working beyond your expertise.
- Maintain professional integrity: Honesty builds trust and credibility with clients.
- Focus on your strengths: Spend your time and energy serving clients you’re best equipped to help.
- Show humility and integrity: A true professional knows their limits and strives to learn more.
- Attract ideal clients: When your reputation is built on high-quality, tailored services, word-of-mouth referrals will naturally follow.
Saying “no” when necessary isn’t a setback — it’s a sign of professionalism and self-awareness.

Building trust through specialisation
Focusing on a specific niche doesn’t limit you — it empowers you.
- Develop deep expertise: Become an authority in your chosen field.
- Attract the right clients: Position yourself as the go-to trainer for your specialism.
- Refine your marketing efforts: Speak directly to your target audience with confidence.
When you’re known for your expertise, clients will actively seek you out because they know you’re the best fit for their needs.
Read more: 3 Popular CPD Courses for Personal Trainers
Turning limitations into opportunities
Encountering clients whose needs fall outside your skill set isn’t a failure — it’s an opportunity:
- Collaborate with others: Work alongside a specialist trainer to expand your knowledge and provide better service.
- Refer with confidence: Recommend a colleague who’s better suited to the client’s needs. While it might feel counterintuitive, this kind of selflessness builds trust and goodwill.
- Identify growth areas: Use these moments to recognise where further training could strengthen your business. Investing in yourself — whether it’s through certifications, courses, or mentorship — is one of the best ways to future-proof your career.
Trust your strengths
When you focus on your strengths and stay transparent about your limitations, you build a foundation of trust with your clients. This trust leads to better relationships, an enhanced reputation, and, most importantly, loyal customers.
Honesty should underpin everything you do as a personal trainer. Whether you’re working with a new, returning, or long-term client, trust is the bridge to success. When clients believe in you — and your commitment to their goals — growth follows naturally.
Key takeaways:
- Trust drives success: Strong client relationships are built on transparency, reliability, and authenticity.
- Honesty builds trust: Be upfront about your strengths and limitations to set clear expectations.
- Saying no is professional: It shows integrity, builds respect, and prioritises client safety.
- Specialisation adds value: Focusing on your strengths helps attract the right clients and position you as an expert.
- See limitations as opportunities: Collaborate, refer, and invest in your professional growth.
5. Use incentives to attract and retain clients
Discounts and freebies can be powerful tools for attracting and retaining clients, but they need to be used wisely. Overusing discounts can make you seem unprofessional or desperate, while strategic incentives can help build lasting, meaningful relationships with your clients.
Provide value upfront
One of the best ways to attract clients is by showing your value early on. Instead of simply cutting prices, offer something meaningful — like a complimentary consultation or an introductory session packed with value. This gives potential clients a chance to experience your expertise firsthand and see the benefits of working with you before they commit.
By getting clients into your space — whether that’s in-person or online — you can let your passion, knowledge, and approach shine through. This not only builds trust but also lays the foundation for a strong client relationship.

Target your offers
Not all incentives need to be blanket discounts. Strategic timing and targeting are key:
- Reactivation offers: Entice former clients back with a special deal.
- New client promotions: Provide an incentive to reduce initial hesitation.
- Referral rewards: Encourage your current clients to bring in friends and family.
- Loyalty programmes: Reward long-term clients for their ongoing commitment.
Tracking the performance of these offers will help you identify what works best, maximising your return on investment (ROI) and ensuring your incentives are driving real growth.
Focus on relationships, not just price
While affordability matters, personal training is ultimately a relationship-driven business. Clients are often more interested in working with someone who understands their goals, listens to their concerns, and genuinely cares about their progress than in finding the cheapest option.
Competing on price alone can undervalue your services and undermine your brand. Instead, focus on creating exceptional experiences, delivering consistent value, and exceeding client expectations. Strategic incentives, when used thoughtfully, can show your clients that you’re invested in their journey — not just their wallet.
Key takeaways:
- Incentives with purpose: Thoughtful, well-timed offers can drive loyalty, encourage referrals, and boost long-term business growth.
- Value builds trust: Clients are more likely to invest in your services when they see clear value and expertise upfront.
- Timing matters: Use data to plan incentives around key periods, like New Year or seasonal peaks.
- Relationships over price: Prioritise building strong, meaningful connections with clients rather than relying on discounts to win them over.
Looking to start work as a personal trainer or build your client base? Start your 30-day free trial of My PT Hub’s all-in-one software for personal trainers to see how our game-changing coaching app helps you to simplify, streamline and scale your fitness business.