How Do I Get More Leads For My Gym?




As a personal trainer, it is extremely easy to get stuck in the weeds working IN the business; working on things that don't help you grow your business. 

If you own your own fitness studio or gym, then this situation intensifies.

It happens to us all.

When I had my own PT and Boot Camp business, I found myself juggling my focus on running to my next PT session, setting up for the next Boot Camp or jumping into meetings with my team to ensure they had everything they needed to deliver an awesome experience to our clients.

All this focus on the here and now came at the expense of not spending enough time to get more leads for my gym and studio and as a result our sales pipeline lay dormant resulting in little or no new sales.

The illusion of being busy doesn't hide the fact that your continued success depends on blocking time to focus on tasks that move your business forward.


If you want your fitness business to develop, you’re going to need to get more leads for your gym or studio. To generate a constant flow of new clients you’re going to have to spend time generating and nurturing them.

In the insightful book, The Prosperous Coach, by Steve Chandler and Rich Litvin discuss the concept that...


[Side note: I’m not sure why the print and kindle versions are so expensive (at the moment they’re around $50 USD), but the Audible version is just £10/$10, so buy that one.

Whatever you do, absorb the info. If I could recommend only one book to any current or aspiring coach, it might be this one.

Not only are there great lessons about how to be a better coach, but the authors teach you the business of being a coach who actually makes money.]

Generating new leads for your gym or studio is a process, it's not something that happens overnight or by sending one email, Facebook Messenger, or phone call.

You have to have a lead generation system in place that is set up to generate leads.

Once you have captured that leads your focus then turns to warming up those leads so they develop into prospects.

How do you do this?

By delivering value in the form of great content - this content might in the form of informative blog posts, video tutorials, workshops or webinars, etc

 This focus on their needs helps to develop trust and showcases your knowledge of your craft. And in time they are ready to take that next step to become a client.

Here is what Steve and Rich suggest you do to ensure you are constantly working to create new clients...


Generating new clients is not always easy, you will have a lot of people say NO or lead you down a path where they say they are interested but never quite cross the line.

Don't let this discourage you when this happens.

If you’re getting NO’s then you are doing the right work.

I guarantee you if you continue to hear prospects say NO you will find a few that say YES and become new clients.

If you are not getting NO’s then you are not trying hard enough or you are not doing the rights tasks to create new clients.

And it is my belief that a "NO" does not mean "NO", it simply means "No, not now".

It means that this prospect is not ready at this time to take that next step.

When this happens to me I simply realise that I have to continue to deliver good value content to that prospect over the coming weeks (and potentially months) in the knowledge that one contact point with them will resonate enough for them to take action.

And I do this by continuing to send out my regular emails and retarget them through social media ads.

This ensures that I remain top of mind and reminds them of the reason they connected with me in the first place.  

And IF that person asks to be removed from my list, that simply means that we were not a good fit allowing me to focus on prospects who do require my help.


Unless you have a team member working on your lead generation you will only have a limited amount of time each week to work on this.

I recommend that you start by contacting the prospects you feel are closest to becoming clients first, this way you will be efficient with your time whilst focusing on this important task of generating new clients.

Hot prospects don’t just appear; your marketing system wIll have to get them to this point first through emails, phone calls, conversations, offers etc.

Once you have depleted this bucket work on driving cold leads to hot prospects.

Once that's done its time to find new leads through Networking, Client Referrals, SEO and Inbound Marketing, Social Media ads, Google Ads, Strategic Alliances etc.

Looking for more lead generation ideas for your gym and personal training studio? CLICK HERE


At the end of each week, review what you did and how much time you dedicated to creating new clients (marketing, nurturing, emails, articles, phone calls, sales, free trials, networking, making new contacts,).

Write down what worked and what needs improving (emails, sales scripts etc.)

This way you can improve each week and master the art of Creating New Clients.

Looking for a simple to use but incredibly useful reporting workbook? CLICK HERE to send me a note and I will send you a link to Google Drive


My go-to strategy for generating new clients when offering both personal training and group classes has always been the offer of a free trial.

It is my strong belief that nothing works faster than a free session to allowing prospects to experience your services.

A free session gives you the perfect opportunity to showcase your skills, find out more about the prospect's needs and allows you to build rapport.

Then at the end of the session you can give them feedback on how they got on, ask them what they thought of the session and what would they like to do next. 

When it comes to generating leads for your business, I suggest you block out some time this week and then ask yourself the following questions...

  • "What's the quickest way I can get someone to experience my sessions"
  • "What can I do this week to generate new leads?"
  • "What’s your go-to marketing strategy?"

Please share, I'd love to know?

And if you’re interested in learning more about lead generation for your gym or fitness studio or you’d like to have your lead generation strategy implemented and executed by marketing professionals, get in touch! I would be happy to discuss your requirements on a free, no-obligation call. 

About the author, Andrew Wallis

From two decades in the corporate world to finding my freedom in fitness, I'm known as Braveheart—a Personal Trainer turned marketing maestro for Fitness Professionals. I'm all about unlocking potential and empowering Fit Pros to grow their businesses. 'Finding Your Freedom' isn't just a mantra; it's a collective journey I embark upon with my clients.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Are You Making the Most of Your Fitness Business Marketing? Find Out Now with this Free Checklist!