How Personal Trainers Attract Clients in a Competitive New Year
From referrals to retention strategies, a recent survey offers actionable insights to help personal trainers thrive in a competitive industry
The New Year brings with it a wave of motivation for countless people setting fitness goals. It’s a time when gyms buzz with fresh energy, and fitness professionals prepare to welcome an influx of new clients. For personal trainers, this annual rush represents a unique opportunity — and a challenge. How do they not only attract clients in a crowded market but also retain them?
With gym check-ins nearly doubling pre-pandemic levels and net new studio memberships up 11% in Q1 2024, the fitness industry’s outlook is improving. But as competition grows, trainers must adapt their strategies. A recent survey by Insurance Canopy provides a detailed look at how personal trainers are finding new clients, which tools they rely on most, and what differentiates the best from the rest.
The survey, which polled 133 U.S.-based personal trainers, sheds light on the best strategies. From leveraging word-of-mouth referrals to embracing the power of personality, trainers are honing their recruitment and retention practices. For those looking to start the New Year strong, these insights offer valuable takeaways to stay ahead in a booming market.
Key Findings from the Survey
- Word-of-mouth is king: A resounding 69% of trainers cited word-of-mouth referrals as their primary method for recruiting new clients.
- January boom: More than one-third (36.4%) of trainers said they receive the majority of new inquiries between January and March, while 30.2% reported consistent interest year-round.
- Personality matters: When choosing a trainer, clients valued personality and approachability (29.5%) over cost (19.4%) and convenience (14.7%).
- Deals work: Nearly 62% of trainers said offering free consultations, trials or special promotions was their most effective method of converting inquiries into paying clients.
- Social media’s limited role: Despite Instagram and Facebook being the most popular platforms, 50.4% of trainers said fewer than 25% of their clients come from online sources.
Comparing Trends
The reliance on word-of-mouth is consistent with broader consumer behavior across industries. According to Nielsen’s Global Trust in Advertising report, 92% of consumers trust recommendations from friends and family over any other form of advertising. This aligns with the Insurance Canopy survey findings, where trainers overwhelmingly credited referrals for new business.
However, the survey also revealed missed opportunities. While 62% of the global population spends an average of two hours daily on social media, fewer than 22% of trainers reported using client testimonials online — a type of content that aligns with social proof and builds trust. Trainers working with younger clients (under 45) reported greater success with social media recruitment, highlighting an avenue for growth among trainers serving older demographics.
The survey underscores the importance of personal connection in retaining clients. Jennifer Ramsey, a NASM-certified trainer, shared that she spends the first session “getting to know clients and establishing rapport.” This personalized approach aligns with data showing that personality, knowledge, and programming collectively influenced 52% of client decisions.
Retention also depends on creative offerings like group training, which can appeal to clients seeking affordability without sacrificing personal attention. Trainers who advertise group sessions or partner workouts not only fill more hours but also foster accountability and a sense of community among clients.
Beyond Disruption
With the fitness industry recovering from pandemic disruptions, trainers must adapt to evolving client expectations. The Insurance Canopy report highlights that superior customer service (31%) and niche specialization (27.9%) are key differentiators for trainers looking to stand out. Coupled with strategic use of digital marketing and social proof, these practices can position personal trainers for sustained success.
As January approaches, trainers can leverage insights from the report to refine their strategies, balancing traditional and digital methods to attract new clients. By focusing on rapport, creative marketing, and personalized services, fitness professionals can turn the New Year rush into long-term business growth.