Personal Training Website Ideas

Personal Training Website Ideas

If you really want to progress your career in personal training – either as a trainer or a fitness guru – there’s no better place to get exposure than your website.

A personal trainer’s website can be the place where they attract clients, share their expertise about fitness and wellness, reach a global audience, and promote their personal brand.

But I’m not going to lie, the health and fitness industry is saturated with 100s, if not 1,000s, of websites all vowing for a piece of the market, making it all the more difficult to make your site stand out.

Below we will take a look at some various personal trainer website ideas that will give you an edge on the competition and help you to progress your personal training career and personal brand to heights you never thought possible.

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Effective Website Marketing from Other Popular Personal Trainers

A good place to start for personal trainer website ideas is to look at what some other successful trainers have done with their sites. Here are some examples of marketing strategies and designs that help them convert website visitors into clients.

Email Lead Capture

Did you know that 91 percent of consumers check their email daily, 74 percent prefer to receive communications via email, and 66 percent have a made a purchase as a result of an email marketing message?

These are just a few of the amazing statistics behind email marketing that make it so important to your success. When a potential lead visits your site, odds are they won’t just pick up the phone and schedule a meeting with you.

However, if you can capture their email you can continue to stay in front of them with your blog or other interesting workout-related content and eventually build their trust.

Here are a few examples of email lead capture from other personal xenical in usa trainers that are a good idea to implement into your personal training website:

Examples of Email Lead Capture

Right when you get to the website one of the first things you see is your opportunity to get “fresh content.” A blog subscription is one of the ways Tony is getting leads who, over time, will learn to trust Tony while he stays top-of-mind each time they get an email with great content from him.

Another example of effective email lead capture is from the website. Right when you get to the homepage this popup comes up with a free offer incentivizing something valuable – a free deadlift tutorial – in exchange for your email.

email popup lead capture for personal trainers

Podcast Lead Capture

If blog writing or the creation of video tutorials is not your thing, consider doing what did and create a podcast. You’ll be able to speak your mind and do things like JC where you field questions from your audience.

Plus you can post podcasts on iTunes and get even more exposure from searches there. Learn more about starting a podcast and marketing it here.

personal trainer website ideas podcast

Use Social Proof

Although most new sites or trainers won’t have the kind of media exposure as John Romaniello of Roman Fitness Systems, any indications of your credibility as a personal trainer will help earn the trust of potential clients visiting your site.

This site, and many others, use the “As seen in” section in a place that is visible on their homepage to build instant credibility.

personal trainer social proof example as seen in

Social proof is not just limited to media exposure however, nearly any personal trainer can take advantage of the type of social proof that personal trainer Neghar Fonooni establishes on her site.

She uses testimonials to showcase what real people have said about her and backs up her results with actual before and after pictures of clients. This way her results can speak for themselves.

personal trainer social proof example

The Call-to-Action (CTA)

The CTA of a website is one of the most important components. It has been said that the average person now has the attention span of about 2.5 seconds, less than that of a goldfish.

When someone lands on your website you need to do two things, fast:

  1. Let them know what your site’s all about (in under 3 seconds)
  2. Tell them what to do next

Let’s look at some examples of sites that have strong CTAs.

The site has a really simple, yet genius homepage that helps Jason do a few things:

  1. The “Why You’re Not Making Any Gains” appeals to people who can relate to that and lets them know what the site is all about – helping clients get gains.
  2. The huge “Get Exclusive Content” button tells you exactly what you will be getting if you subscribe to the blog.
  3. By subscribing, Jason is also gathering lead information.
  4. Below the lead capture section we also see the often used social proof element of “As featured in…” that adds credibility.

Good job Jason!

personal trainer call to action example

Again we look at the Roman Fitness Systems site, one of my favorites in terms of leading the customer down a path. For personal trainers who are just starting out or are not selling specific workout materials or products online, this is a good site to emulate.

In terms of the CTA, there are two:

  1. “Start Here”: It’s so simple yet efficient at helping guide people through the site. If you are a trainer and want to let people know where to find out more information about you, use your own “start here” button to lead them down your sales path.
  2. Two options: Also very simply done is the option to either get hot or get huge. This too is a CTA that helps lead people down a very specific sales path. 2

One thing you may have noticed from the above examples is that some personal trainers monetize their sites in different ways. That is something you’ll also have to consider when building your website.

Deciding on the Type of Site You Want

to Promote

Just like there are different types of personal trainers there can be different types of personal training websites. Obviously there can be some overlap between different areas of health and fitness but it’s usually easier to start narrow and deep rather than go broad and shallow.

Here are the three main types of personal trainer sites that you’ll want to consider and an explanation of their purpose:

  1. Client-centric and local: this is the type of site you’ll want to build if your goal is to get new personal training clients in your local area.
  2. Topic-specific: these sites focus on specific topics – like strength training, weight loss or bodybuilding – and usually have some type of monetization strategy that doesn’t involve one-on-one or group personal training.
  3. Brand-specific: the other type of personal training site is the brand-specific site. As the name implies, these are for brands with multiple trainers and/or facilities.

Client-centric and Local Personal Trainer Websites

With this type of website your main goal is to have people who are searching for personal trainers to find you or to have a place to collect leads. Here are some tips to have success with this type of website:

  • Get a professionally-designed personal training website: your website is a reflection of your brand and is also a reflection of the type of work you provide. If you have a badass website with cool pictures, lots of information on your process and other trust-building signals, you’ll look as if you have a successful personal training business even if you’re just starting out.
  • Don’t just build a site, build your personal brand: when building your client-facing site, you’ll have to consider how you’ll sell your fitness theory. This means having your website describe the following items so that clients know what to expect from you and can get excited about working with you:
    • What health means to you
    • What your daily routine is to promote health
    • What you eat and why
    • Your strategies to create a new habit or behavior
    • What exercises you use to get in the best shape
  • Marketing your website (SEO): the easy way to market your website is through your personal interactions, with business cards and through word-of-mouth referrals. But the long-term and personal-training-website-marketing-that-should-be-on-your-radar will come in the form of what’s called search engine optimization, or SEO. SEO, a form of marketing that sees your website will be found by people who are searching for personal trainers on search engines, is like personal training for websites. It helps them get strong, get attention, and become sexy in the eyes of Google. SEO will be one of your greatest assets if you are trying to get new clients on a continual basis.

For an example of a client-centric personal training website check out, the website of Fitness Mentors founder Eddie Lester. Eddie’s site does a few things right: first, it is clear that it was designed by professionals and not by amateurs. Second, Eddie’s website focuses on images to tell the picture of what he is selling.

Eddie Lester website responsive mockup

Thirdly, Eddie has a robust About page that talks about his background and as well as his certifications.

personal trainer about page example

Fourth, Eddie makes good use of the services page and speaks about the services that are unique to his business. He also mentions his price points, something that most potential clients will want to know right off the bat.

personal trainer services page example

Finally, Eddie adds social proof with an up-to-date testimonial page. His contact information is also clearly displayed so that people can get in touch with him via phone, email or through social media.

personal trainer website example header

Topic-specific Personal Training Websites

personal trainer website ideas

One of the other, and perhaps most competitive, of personal training websites are the ones that cover specific topics. You know these sites well because the popular ones come up again and again when you do fitness-related searches.

These types of sites include, for example,,, and the more individualized versions of these sites like or

The difference between these websites and client-centric sites is that they create revenues in a different way than individual or group personal training sessions. In other words you can’t actually hire the trainers on these sites, they exist to sell you on something else.

What do these topic-specific sites sell? Let’s take a closer look at the examples of the sites to see if any of these relate to what you’d like to achieve:

  • com: Sells supplements from is online store.
  • com: Sells advertisements and magazine subscriptions as well as supplements.
  • com: Sells advertisements and magazine subscriptions.
  • com: Sells online coaching, books and gadgets.
  • com: Sells diet and exercise plans and ads.

While many of these sites feature personal trainers, the end goal of the sites is not to help the visitor’s book sessions with them. The personal trainers are mainly responsible for the content on the site or have a reputation that they use to sell products they put their names on.

If you are not yet a big name personal trainer but want to create a website that is monetized some other way, here are some website ideas that will get you on your way:

  • Amazing personal training websites start and end with great content: with the exception of Jillian Michaels site, all of the abovementioned sites all got to where they were by creating amazing content. Take for example, do a Google search for almost any topic on workouts and you’ll find them in the first or second spot. This is because their content is superior to almost anything else on the web. This doesn’t only apply to written form, they also have loads of videos, pictures, graphs and illustrations to make their content even more appealing. Furthermore, the writers on their site are true authorities in the health and fitness field which only leads to their credibility.

If you are going to create a website with the goal of selling products or ads, you can follow’s model of putting the content on your shoulders and moving ahead from there.

  • Outreach is just as important as content creation: after you begin to create really great content for your website you’ll want to start the outreach portion. Unlike in Field of Dreams, the “if you build it they will come” idea doesn’t work on websites. One way to start is to spread the word on social media but where you’ll really have success is by forming relationships with other personal trainers who have bigger networks. Asking them to share your content on their social networks is one way to get more eyeballs on your content and to expand the reach of your content.

Traffic is the Most Important Thing for Monetizing Topic-specific Personal Training Websites

The amount of visitors you get to any website is important but this is especially true for these topical sites. This is because the amount of ads you sell, or the amount of meal plans you sell, or the amount of books you sell, etc. will depend on your ability to drive big numbers of visitors to your site.

For comparison sake, the personal trainer who gets 1,000 people to visit their site will probably gain the interest of about 10%, or 100 of those people. Then, only about 10% of those 100, or 10 people might actually reach out to that personal trainer. If he or she is a good closer, they can expect to turn 10% of those 10, or 1, into a client.

But one new client a month for a personal trainer is probably something that could sustain a business that already had a decent number of clients (but not an entirely new business).

With a topic-specific personal training site you’ll need to have a lot more traffic to keep the money coming in which is why these types of sites are amongst the most challenging. As a rule of thumb, you’ll probably need to get your topic-specific personal training website into the 100,000 visitors per month range before you really start monetizing it.

For comparisons sake, gets about 26 million hits per month and about 200,000 based on traffic estimates from

In this case, you’ll probably also want to invest in search engine optimization marketing if you are looking to monetize your site.

Brand-specific Personal Training Websites

CrossFit Trifecta

These are the types of websites that are for multi-trainer personal training companies or for the personal trainer who has aspirations of growing their business beyond themselves.

Like the client-centric sites, these tend to market to clients in the local area but can grow to farther reaching chains not unlike a CrossFit or similar gym. These sites can also venture into group training or other trendy workout movements like yoga, Pilates or even sport-specific training.

Because the focus of these types of businesses tends to be narrow and deep, these websites should focus on the following approach:

  • A full explanation of the benefits: when people look for a specific type of training they are either a) very interested in that type of training and need to be persuaded why they will try it for the first time with you, or b) already love this type of training but need a reason to visit your facility/gym/experience to convince them it may be better than what they have done before.
  • Lots of pictures: going along with the above, making the change to your business is going to take some visuals of your operations to help seal the deal. Your website should be highly visual with professional-grade photographs of your equipment, people doing exercises and perhaps most importantly, the trainers who dedicate their lives to helping others.

You’ll Want Online Exposure Here Too

Yup, it’s that word again, SEO, the one you knew was coming. If you want more exposure than what you’re going to get from word-of-mouth you’ll want to take advantage of search engine optimization.

SEO will help you to rank for your specific services so that people who want them and don’t know about your brand will find you, call you and contribute to your continued success.

Personal Training Website Ideas Recap

Now you have learned a few things about personal trainer websites. You should be able to take this knowledge and decide the type of lead capture, marketing tools or call-to-actions you want to use.

You should also know the type of personal trainer website you want: local, topic-specific or brand-specific.

With these fundamentals you’ll be able to build a better website and a better career. Don’t forget, you can get a professionally-made website from a name you can trust – Fitness Mentors.

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Personal Trainer Career Roadmap

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8 Ways to Jumpstart Your Personal Training Career in 2020 (infographic)

8 Ways to Jumpstart Your Personal Training Career (infographic)

Use this simple guide to jumpstart your personal training career. Here are the steps needed to go from personal training weakling to personal training career beast mode in no time:

  1. Start at the Beginning

First things first, know that before you get into personal training you need to be 18 or older, have a high school diploma or GED and be CPR certified.

  1. Get Credentials

There are many personal training accreditation bodies. Find one that works for you and study for the test. Our personal favorite is the NASM. Study for the NASM-CPT.

  1. Extra Credentials

Extra credentials will set you apart from the pack and allow you hone in on the areas of personal fitness that you are most interested in.

  1. Build on Your Foundation

Most really successful personal trainers find a niche that they excel at. This can be yoga, buy xenical online discount power lifting or martial arts. Whatever yours is, become the best at it.

  1. Your Fitness Theory

This is what really defines you as a personal trainer. Your thoughts and feelings about health, how you promote it, the exercises you recommend and your nutritional habits all define your fitness theory.

  1. Personal Branding

You are a reflection of your product. Make sure your personal brand reflects someone who is strong, healthy and fit.

  1. Product Branding

This is where you tell your story and show the world what being a client of yours will bring to the table. It also incorporates branded exercises or fitness strategies unique to your name.

  1. Business Registration

While not necessarily the last item you should tick off this list, registering your business and making it all legal is a top priority.

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Personal Trainer Career Guide: Beyond Your CPT

Whether you work in a commercial facility, within a CrossFit-like gym, conduct group fitness classes outdoors or work in a private studio, this guide is for you.

No matter what type of personal training environment you are in, marketing yourself and your brand after you get your CPT is challenging. With the help of this guide, you will be able to learn about how to be a successful personal trainer based on your individual or company goals.

Keep in mind that some sections may or may not pertain to your career specifically so feel free to skip around the sections that do.

Beyond the PT Certification

Let’s assume that you already have your personal training certification with some central authority such as NASM, ACE, ACSM or the like. As you are likely aware, this is just the ticket to entry and does not really influence your potential clients’ decision in working with you or some other personal trainer. When was the last time someone approached you and asked you what personal trainer certification you had? Probably never.

That said, what really matters to potential clients and for your own personal advancement are your extra credentials beyond the standard PT certification. When we train personal trainers to get their NASM-CPT and start to talk about advancing their careers and gaining a competitive edge, we recommend that they stick within the NASM certification authority for two main reasons:

  1. They are already familiar with the accrediting authority;
  2. The additional certs transfer towards the continuing education credits (CEUs) needed to recertify.

Of course this train of thought – maintaining familiarity and working towards CE – can be applied to any authority, not just NASM.

In terms of picking additional credentials, you should consider them based on what is going to make you the most valuable to the type of clients you want to serve. In sticking with the NASM example, two of the most popular additional, or add-on, certifications are the Corrective Exercise Specialist (CES) and Fitness Nutrition Specialist (FNS) certifications. As mentioned above, these certifications, or at least variations of them, are available through most of the accreditation bodies. 

If your goals are to help clients overcome pain or help clients formulate diet plans along with fitness regimens, then the CES and FNS (or equivalent) certifications would be a good tool to have under your belt.

If you want to look like a real badass (who doesn’t?), consider getting a Mixed Martial Arts Specialist (MMAS) or Performance Enhancement Specialist (PES) certification (or equivalent) to showcase to your potential clients that you have sick ninja skills and that you can help them elevate their hoop dreams to a whole other level. Bottom line is get some certifications that help you improve your offerings as a professional and as a resource to your clients.

Selling Your Fitness Theory

What the @#$% is a “fitness theory” you ask? A fitness theory is your core belief about what true health really is. Think of a major brand like Coca-Cola for example. They aren’t selling deliciously (unhealthy) soda, they are selling happiness in a bottle. 

For the fitness professional, you aren’t selling sweat and muscles, you’re selling the confidence, self-esteem and attractiveness that comes with being in shape. Your fitness theory will define you as a trainer and at the same time become your sales pitch.

Maybe you can relate to my story; as I began my career in fitness I didn’t really know what my fitness theory was, I just sold someone else’s theory and was sort of this pawn. After I gained some confidence in my training style and approach I soon began to realize I didn’t really believe what I was selling, 

I was just piggybacking off what some other respectable trainers had done. Well screw that, you are your own brand and you have to believe in what you are promoting and selling otherwise your clients won’t.

Here are some questions to ask yourself to help you recognize your fitness theory:

  1. What is health to me?
  2. What is my daily routine to promote health?
  3. What are the best types of exercises I used to get in the best shape?
  4. What do I eat and why?
  5. What is the best way to create a new habit or behavior?

Take a moment to write down your answers to these questions. I’ll wait here, maybe do a pushup or two. All done? Great!

Do you believe in what you wrote down? You should, here’s why. You are the prime example your clients are looking at to give them an idea if your theory – albeit adapted – will work for them. If your idea of health is an alignment of physical, mental and nutritional wellbeing, do you think your clients can identify with that? 

Does your diet consist of lots of healthy proteins, fruits and vegetables and healthy fats? Great! Unlike the overweight doctor who tells his patients they need to “watch what they eat,” you are the end-result of your fitness theory and are the image your clients can emulate.

Documenting Your Fitness Theory

Now that you have identified clear and objectionable actions that can be emulated to live a life of fitness you should document your approach so that you can provide it to your clients.

It’s one thing to tell your clients a nutritional plan they should follow and then another to provide them with a nutrition document that outlines it for them. Other documents you should create to help you promote your fitness theory and keep your clients aligned with their goals can include:

  • Fitness programs
  • Meal plans
  • Behavioral change strategies
  • Exercise charts

Keep in mind that if you put enough time and effort in these documents you can sell them to your clients or the general public. You are in business to monetize yourself right? 

Base your documents on research, data and your expertise. They will form the template in which you train and help to keep you consistent – just xenical purchase like a Big Mac in Miami and a Big Mac in Spain. Not that you eat Big Mac’s.

Personal and Product Branding

Remember when you answered the question above “What is my daily routine to promote health?” This is essentially your own personal version of branding. 

Personal branding is a fairly easy concept to grasp but one that you should be conscious of and evoke in your day-to-day life. For example, people in your local community that see you at the grocery or health foods market will see the food choices you make. 

They’ll notice that you make healthy food choices and that McD’s isn’t part of your diet. They’ll also notice, if you’re anything like 90 percent of the personal trainers out there, that you are always wearing fitness clothes, probably because you just got out of the gym or engaged in some type of training. With all this healthy eating and training you are doing you are probably looking pretty good. 

You know what, people who look good get a lot of attention and your attractiveness has a lot to do with your personal brand. Extend your personal brand to your clients and encourage them to eat like you, workout like you and let their friends know what they are doing to live this great life of health and fitness.

Product Branding

Product branding is equally as important to personal branding but will take a bit more consideration and implementation. Above we mentioned that you’re selling the confidence, self-esteem and attractiveness that comes with being in shape in your personal brand. 

Let’s think about some ways that can translate into selling your product.

First, let’s consider what a personal trainer’s product could look like. Again, keeping in mind that what you are really selling is a lifestyle change, let’s look at what the tangible objects are that will get you there. What better place to look than what the 10 highest paid personal trainers are selling. 

Here’s some examples of what a few of these personal trainers “sell” to get the reputation they have (based on an article from

Bernardo Coppola– along with training celebrities, Coppola is known for challenging his clients to eat less sugar, processed foods, avoid caffeine, alcohol and sodium and has even developed a catering company and restaurant around this product.

Tracy Anderson– creator of the “Tracy Anderson Method,” a Pilates-style program that introduces members to new exercises, stretches and lots of reps.

David Buer– often recognized for selling his story of being bullied for being fat as a boy, Buer now has his own fitness blog in the Huffington Post. He is also known for helping clients with injuries and post-surgical rehab.

Can you see how these famous personal trainers sell not only their personal brands but also their own product based on their beliefs and expertise? How can you incorporate your interests, certifications and desires of your clients into a product brand that is targeted and desirable? 

Here are some tips to help you get started:

  • Define Your Brand
    • Use your fitness theory to clearly define what it is that can help make a difference in people’s fitness and health. Above, Coppola’s brand involved a clearly defined way of eating or put another way, not eating.
  • Define Your Audience
    • Who are the types of people who would benefit from your fitness theory? What demographic research can you find on them that is quantifiable? Address specific ages, incomes, occupations, personality types and any other data you can get your hands on to learn about who you will be appealing to.
  • Create Your Brand Name
    • Will it be like the “Tracy Anderson Method,” the “Booty Fit Club,” “Five Minute Abs” or some other type or personal name? Keep it simple and use your fitness theory as a basis.
  • Tell Your Story
    • Were you once a chubby little kid with an accent that got picked on like Buer? What is it that motivated you to create your product?
  • Create a Logo and Tagline
    • Keep it simple here too. Hire a professional graphic designer and pay attention to color schemes and psychology.
  • Create Your Image
    • Your branding should be consistent across all mediums so that you become instantly recognizable. Use the same color schemes, fonts and layouts whenever possible. In the design world this is called a “style guide.” Use a graphic designer who understands this.

Personal Trainer Career Guide Conclusion

Once you begin a career in personal training your certification is only the beginning. This really only makes you par for the course and doesn’t really distinguish you from the pack or help you market yourself. 

This is why advanced certifications are so important. When progressing your education and obtaining mandatory CEUs, you should consider the certifications that going to make you the most valuable to the type of clients you want to serve. Once you start to get some expertise in specific areas, the next thing you’ll want to think about investing in is your fitness theory or your core beliefs about what true health really is. 

You’ll be relating to this again and again as you build your personal and product brands and help your clients identify with your health and fitness beliefs. Your personal brand is showcased in how you live according to what you preach and your product brand by your promotion of very specific services. 

This could be your bodyweight exercise regimen or your personal training namesake, “Body’s by Jason.” Think about how some of the more well-known personal trainers have evolved their product brands and how much thinking they have put into telling their story, defining their audience and promoting their branding.

Using these tips will help you grow your business and meet your personal training career goals. Like turning a coach potato into a chiseled specimen of human, it will take time, dedication and perseverance, all things that you are ready for.

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Personal Trainer Career Roadmap

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