Jun 19, 2024


Tell us a little bit about yourself and what you do.

I started my coaching career in 2007 and during the last 14 years I’ve had the honour and privilege to own 3 gyms, be a strength and conditioning consultant for multiple sports teams, become an online coach for one of the top fitness blogs in the world, and present at the Mindset Performance Summit in New York. I now use a step-by-step process to help fit pros start and build a thriving fitness business from scratch.

How did you get inspired to train other personal trainers in helping them grow their businesses?

It took me years to figure things out and during that time I made a bunch of mistakes that cost me a fortune in time and money. Just like any other coach, I simply want to make a difference and knew that helping trainers and coaches navigate the tricky landscape of business would allow them to focus on their clients and me to have the biggest impact possible.

How can trainers shift their mindset to adapting during this pandemic and gain the motivation to do so?

Everything in life is about perspective. You get to choose how you see or what you believe about every situation or event in your life and this one is no different. Instead of fixating on the news or worrying about the future, use this time to develop new or improve specific skillsets.

You have an amazing opportunity to position yourself as a leader because during uncertain times people are often scared and stressed, and tend to look for someone to guide and inspire them. Be that person and you’ll build the foundation of a thriving fitness business.

How can one start an online business now? What skills are required?

There’s a massive difference between charging money for your time and building a business that’s sustainable long-term. A thriving business can give you the finances and future you want, but to do that will require you to think like an entrepreneur and not just a trainer or coach.

Starting an online fitness business is very similar to owning a gym. You still need the same mindset, skillsets, and fundamental structures but instead of training people in person, you do it online.

Some of the essential skills and fundamental structures of an online or offline fitness business are:

  • Identifying a problem and the pain associated with that problem that you can and want to solve for a specific person
  • Understanding the progressive path and key milestones your client will experience along the way
  • The ability to create content sequences that position you as the only person who can solve the problems of your perfect client
  • A conversion mechanism that makes it very simple for a prospect to become a client
  • A step-by-step system that delivers the same experience to every client online or offline
  • A tracking process that helps you keep an eye on the numbers to determine the profitability of the business
  • A big vision strategy for your personal and professional life

What should personal trainers be focusing on in terms of marketing now?

People are stuck at home, they’re frustrated, probably irritated, and most definitely stressing about the future. Even though they still want to lose weight and have a tight tummy, that’s not what they’re currently thinking about.

Instead of talking about the physical results, they’ll achieve like losing 20kg or getting 6-pack abs, you rather want to focus on the mental and emotional benefits of having a coach. Explain how uncertain times can cause an increase in frustration, irritation, and stress which often leads to anxiety, depression, and emotional eating.

Also share how you as a coach can help them overcome these with structured support, system and an objective perspective that a partner, relative, or friend can’t provide.

What would you say your best tip is to convert prospects now?

Offer a simple and fun challenge on the front-end, something that includes missions or tasks they can easily do at home without requiring them to go out and buy stuff that will just add more unnecessary stress. Be sure to deliver it inside a community like a Facebook group where you reward people publicly for engaging.

The most important thing is to keep it simple and make it fun. You can always sell them another programme or service once they complete the challenge.

Paul Mills