How to Network as a Personal Trainer and Why It’s Critical in Building Your Business

You may be the very best at developing training programs for your athletes and helping them achieve their performance goals, but without a strong network of people willing to recommend you, your growth is going to be limited. Intentionally developing your professional network as a strength and performance coach is key.

As the saying goes: It’s not only what you know. It’s who you know. 

While it’s nothing to be afraid of, I find that many people shy away from networking. At the most basic level, however, networking is just talking to others and letting them know what you do. The bigger and more diverse your network is, the more opportunities come up. For example: 

• Friends, colleagues and existing clients may refer other athletes to you. 
• More experienced trainers can help you become a better trainer or a better business owner.
• You may have opportunities to refer your athletes to professionals in your network, such as massage therapists, chiropractors or physical therapists. 
• Your network may lead to other career opportunities, such as writing an article for a magazine, a speaking engagement or a new job in the industry. 

This is something I wish I had been more aware of when I was first starting out. I did network, but I don’t think I understood the full value of casting a wider net.

Who to Network with as a Strength and Performance Coach

When I worked in the gym setting as a personal trainer, which we also refer to as a fitness coach or strength and performance coach, I would network with my fellow colleagues. I’d regularly stop by our membership director’s office to chat. I also developed really good rapport with the front desk staff. As these people got to know me, they became more likely to recommend me when gym members asked about working with a trainer.

While those are great ways to network within the gym environment, there are many more opportunities outside the gym, which are especially important for strength and performance coaches who own their own businesses or work virtually. 

Strength and performance coaches who work in their local community should consider networking with fellow coaches as well as professionals in adjacent spaces, such as: 

• Nutritionists 
• Physical Therapists 
• Massage Therapists
• Chiropractors 
• Running Store Managers

Try to find opportunities to be where your potential athletes and clients might show up. Volunteer at sporting events or sign up to work your gym’s booth at a race expo. The more you’re able to have organic conversations with people about what you do, the better.

As a virtual coach, participating in online forums related to strength training or your specific areas of expertise are valuable places to get your name out there. 

Read more on the importance of having a niche as a fitness coach. 

LinkedIn is also a great resource for both in-personal and virtual coaches. I’ve found that as long as you’re not trying to sell to someone and your message is genuine, people are generally happy to connect and share experiences. 

LinkedIn is one of your best resources for learning from others. Don’t be afraid to reach out to a strength and performance coach or business owner you admire and ask: “Hey, I’m a new trainer in this space. Can you share a few tips with me?” or “I saw you wrote this great blog post on weight loss. Could I pick your brain during a 15-minute call?”

You can also use LinkedIn and other social media platforms to reconnect with people you went to school with or know personally. Check in with them to see how things are going in their career and life, let them know that you’ve recently become a certified trainer and ask if they know of anyone looking for a trainer or if they would be willing to recommend you to others. 

Put yourself out there. Ask questions. Be inquisitive. If you don’t ask, the answer is always no. It can be uncomfortable at times, and it is for me. But you just have to do it if you’re serious about your professional growth.

Networking Relationships Should Be a Two-Way Street

The number one thing to remember in any of these networking conversations is that your approach needs to be genuine. Initiating a conversation with someone should never be all about you. Avoid reaching out to a physical therapist simply because they’re a physical therapist and you hope they’ll refer their clients to you. 

Do your research. When you have a conversation, explain that, “I know there are a lot of physical therapists in the area, but I specialize in running and I noticed you are a running-specific physical therapist.” Your outreach needs to be genuine and thoughtful.

It should also be a two-way street. Sometimes, it’s fine to reach out to someone simply for advice. But if at all possible, you should both have value to provide one another. 

When networking with a physical therapist, for example, you both have something to gain from the relationship. You’re not a physical therapist and you may have clients who need to work with one. They may have clients who are interested in working with a trainer after they’ve healed from an injury. Once you’re both on the same page about the value you can offer one another, there may be an opportunity to develop a cross-referral program together. 

Also important is understanding that networking is never a one-and-done conversation. These relationships take nurturing, and that doesn’t mean just reaching out to see if your connection has new clients for you. 

Consider periodically reconnecting with different people in your network just to see how things are going. Ask them if there’s anything you can do for them. If you’ve gained a new specialization recently, be sure to mention it. But be humble and be curious. I think that goes a long way in building these long-term relationships. 

You Never Know What Doors Your Network May Open

It’s a small world. Becoming a strength and performance coach may not be the end of your path in the industry. You might want to advance to a gym management role or transition to academia at some point. 

What I’ve found with networking—whether it’s with clients, peers, mentors or professionals in other fields—is that everyone knows different people. If you have a good rapport with those in your network and something comes up, they may think of you and reach out. Your network may open you up to other connections, clients or career paths. The possibilities are really endless. 

Be open to the opportunities, and expand your network as much as you can.

Read more on building relationships and reputation in the fitness industry. 

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