How to Tap Into Linkedin as a Goldmine for New Fitness Clients

As a personal trainer, you’re always on the hunt for new clients. We’ve talked a lot on this blog about how you can use social platforms such as Facebook and YouTube to generate new business, but there's another important platform we'll be discussing today.

 Did you know that LinkedIn is an amazing, albeit underrated tool, for attracting new clients to your fitness business?

Linkedin Fitness Clients

Using LinkedIn to Build Business-To-Consumer Relationships

Many people use LinkedIn as a way to connect business-to-business, or to network with other professionals in their field. But, along with that, LinkedIn has the ability to connect business-to-consumers, which is exactly what you need as a personal trainer.

Even better, LinkedIn is especially useful at targeting clientele who work in a certain job/field. For example, let’s say you want to target accountants as your next set of new clients. 

Why would I want to target accountants?, you might ask. 

Well, we know that accountants usually spend long hours sedentary at a desk, working on a computer. This type of job can cause issues like back and neck pain or poor circulation.

If you can design a workout programme specifically targeting these issues, you can attract an entire field of new clients. And LinkedIn is the perfect way to do this!

You can use LinkedIn to search for people whose careers make them likely to need a specific type of fitness solution 

Before you start raking in all that new business, of course, there are a few steps you should have under your belt in order to master LinkedIn and turn it into a new business generator.

Let’s discuss 5 simple steps for turning your LinkedIn profile into a goldmine for new fitness clients:

1. Make Yourself Look Professional

Sure, your topless gym selfie might attract some attention, but is that portraying you as the EXPERT that make others what to pay you for your expertise?

Create a professional LinkedIn profile from top to bottom. Ensure that your profile photo and header image are both professional and appropriate for your business. This video has some great tips on creating a professional profile:

Remember that your LinkedIn profile is a visual representation of your brand, so the better your brand looks, the more people will trust you as a trainer.

Ensure that your summary and experience information are up to date, and double check for any typos or slang that may detract from your message.

2. Create A Killer Headline

Most people just use the LinkedIn headline feature as a space to put their job description, but calling yourself a "Personal Trainer" is a great way to get lost in the crowd. 

You can stand out with an eye-catching headline that gives a clear idea of what you do and what value you offer. Think about creative titles, such as “Body Makeover Specialist” or "Lifestyle Designer" or go even more descriptive with something like "I help business women kick butt in the gym and in their careers."

Dave Smith Linkedin

For example, see how I set myself apart by clearly outlining the benefits I offer to the personal trainers who I work with - you can do this too!

3. Get Endorsements & Recommendations

Endorsements and recommendations from previous clients or people you’ve worked with are essential to proving your worth. The best way to get your audience to trust you is by them seeing others talk about how good you are.


With endorsements and recommendations, you can earn the trust of your prospective clients. The more they trust you, the more likely they are to sign up for your fitness programs. So, how to get more of these?

First, ask for them. Just like asking for testimonials, you can ask your existing clients to endorse you. It only take a minute, and they will be especially willing to help out if you ask them after they've had a big win or breakthrough with their fitness. You provided a good result, so they will be happy to return a favour.

Second, endorse and recommend others. They will be notified via Linkedin that you've supported them, so they will be more likely to do the same for you. It's the law of reciprocity at work.

4. Post, Engage & Connect

A LOT of people simply create a LinkedIn profile, and then never use it to interact with others.

Set yourself apart by not just having a killer profile, but by engaging with your audience. Share useful content, connect with new people and interact with others’ posts. 

Linkedin Update

Building relationships is key to growing any successful business, especially as a personal trainer where your clients will be interacting with you one-on-one. Engaging with your prospective clients lets you build rapport with them. Ask questions, respond to comments, send private messages. All of this increases the chance of your audience wanting to take their relationship with you to the next level by becoming one of your paying clients.

5. Use This Secret Weapon: LinkedIn Sales Navigator

There are number of nifty tips and tricks that can help you optimize your LinkedIn usage. One of these neat tools is LinkedIn Sales Navigator. Although you have a pay a little money for this, it’s a really useful option for sourcing and saving leads.

Sales Navigator allows you to target exactly the audience you're looking for

The Sales Navigator allows you to search for leads by industry, job level, location or job title. This way, you can connect with the professional group that you are specifically targeting, say CEOs, directors, nurses, etc.

Once you’ve found a lead that looks promising, Sales Navigator also allows you to save it so you can connect with them a later date. Not only that, but all your leads will show up on your dashboard so you can see all their activity in your feed.

This strategy works really well if you have programs that are built for people working in a specific industry or who have a specific job title.

One Last Thing...

It's important to remember that in order to use LinkedIn successfully, you have to be consistent. It’s definitely not a quick-fix, nor does it generate sales instantly.

Creating connections isn't enough. You have to be consistent in your follow-up so that your connections can get to know you and your brand. Building their trust requires a lot of time and effort, but if you stick to it you will find that it’s worth it in the end.

Have questions about how to use LinkedIn for lead generation? Leave them in the comment box below!

About the author

Dave Smith

Dave Smith was chosen as Canada's Top Fitness Professional for his innovative online fitness coaching found at Make Your Body Work. He now teaches other fitness professionals how to build their own profitable online businesses. Learn more at the Online Trainers Federation.