Fitness Marketing That Doesn’t Suck: How to Actually Attract Clients in 2025

Let’s be honest—fitness marketing your brand or business can be uncomfortable at first.

You’re awesome at coaching and motivating people through the last set of pushups…but, then you have to ACTUALLY put yourself out there online….yeah, no. 

PSA: fitness marketing doesn’t have to be cringey or awkward. Actually, when fitness marketing is done right, it can feel just as authentic and motivating as your training sessions.

Whether you’re a personal trainer, gym owner, or fitness influencer, here’s how to embrace fitness marketing for your biz without selling your soul. 

Find Your Audience, Talk Their Talk

You won’t be everyone’s cup of tea and not everyone is an ideal client–this is a good thing. This can help you assist people with specific needs and speak directly to the source. 

You may be helping someone who knows nothing about fitness and wants a basic routine, a stay at home mom who wants to be more active, or a client who was injured and needs help with recovery exercises. 

Dive deep into the specifics as you can become more relatable and refined. 

Be Relatable

Your audience will want to connect with you, not just your workouts. Post on social media like you would on a day with your clients: happy, fun, and honest. 

Show your audience the raw moments when you aren’t motivated for a workout OR when you conquer a leg day that leaves you barely walking after. 

Fitness Influencer Diana Conforti makes numerous videos on her workouts but also shows the rawness and struggles of it too, showing how it is not always a “perfect” workout: sometimes you succeed and sometimes you fail. 

Showing the behind-the-scenes creates a relatable approach - Behind the Scenes. 

Show Content That Is More Than Your Flex Pics

Sure, share your transformation and progress pics -but you know what also helps build your fitness marketing brand? Being transparent and adding value to the viewer. 

Show your audience “How To’s” such as, “How to use the smith machine for leg day” or “What I eat in a day” -What I Eat In A Day or even simple advice on how to achieve their fitness goals. 

Jessica Bickling, Gymshark Athlete, not only shows her flex pics but will often show her audience a “What I eat in a day…to achieve these goals” as a way to build trust and add value to her clients.

Offer Something Free 

If you want to continue to build rapport and trust, create or give away something free to your audience. 

For example: Giveaways are common and well-liked. Brands and/or influencers will create a giveaway that is beneficial to their clients/audience, typically tying into their brand. 

It is a great way to build your brand. Giveaways are typically quick and easy to participate in. This will give your audience a broader look into your brand besides your workouts. 

Gymshark did a huge giveaway to its followers and it reached thousands of new and current clients.

Celebrate Your Clients 

Your clients are one of the reasons why you are here. They are your biggest fans. So you should become THEIR biggest fans and celebrate their achievements. 

Share their transformation posts, tag them, and show excitement. Make them feel like a celebrity because they are! 

Don’t Give Up 

Fitness marketing doesn't have to be full of pressure with, hyped, or perfect. Sharing your true passion and helping others is what will help you and your brand succeed. 

Be honest. Be you. Be consistent. Be fun. Be authentic.

There are a million fish (trainers) in the sea but there is only one “YOU”: Own it. 

✍️ Written by Kamri Higgins