Your lead magnet is a chance to give prospective clients something of value before they’ve bought from you. It’s free and given away in exchange for an e-mail address or other contact information.
You might use this contact information to build a relationship with that person - giving them an insight into your methods as a personal trainer and continuing to give them more and more value so that they start to equate you as the go-to person in their lives for personal training and advice.
If you understand the importance of a lead magnet, and how you’d use one as part of your fitness website design, you'll need some lead magnet ideas and you don’t want it to take forever! Here are just a few to get you started.
Weight Loss Lead Magnet Ideas
1. Diet Cheat Sheet - Easy swaps
This is the sort of checklist, or even infographic that you could publish regularly on your social media as it lends itself to being shared. Making content which is is likely to be saved and shared is a brilliant way to improve your organic reach as a personal trainer.
2. Calorie Calculator
Personal trainers who use a calorie calculator as their lead magnet, such as Simon Mitchell of ironparadisefitness.com report that it outperforms their other lead magnets by a significant margin, and by tracking those performance metrics, he’s able to direct people to a genuinely useful resource.
This is the sort of checklist, or even infographic that you could publish regularly on your social media as it lends itself to being shared. Making content which is is likely to be saved and shared is a brilliant way to improve your organic reach as a personal trainer.
2. Calorie Calculator
Personal trainers who use a calorie calculator as their lead magnet, such as Simon Mitchell of ironparadisefitness.com report that it outperforms their other lead magnets by a significant margin, and by tracking those performance metrics, he’s able to direct people to a genuinely useful resource.
3. Email Course
Email sequences are hugely useful for people because it allows them to learn about a complex topic, such as nutrition, in an incremental, “small bites” way.
Here, your role is one of a teacher, drip feeding them useful and actionable information to give them enough to get started. You could even make the email a link to a video where your ability to build a relationship quickly is improved as they see your face and hear your voice.
Muscle Building Lead Magnet Ideas
4. Free Workouts
Free workouts as a lead magnet do still work because people still want workout ideas from reputable sources. Just keep in mind that you're attracting people who are still trying to fix their own problem and aren't ready to hire a trainer yet.
Free workouts as a lead magnet do still work because people still want workout ideas from reputable sources. Just keep in mind that you're attracting people who are still trying to fix their own problem and aren't ready to hire a trainer yet.
One of my most successful lead magnets ever which included free workouts was a 60 day core programme in which I sent 3 core workouts every week which could be performed at home with no additional equipment. The great thing about a lead magnet like this is that clients can include their families, and tag you in their social media posts about it - meaning that you reach more people that you can help.
5. High Protein Breakfast Ebook:
This is the sort of thing that once you’ve made it once, you can give it for free for years. You can brand it with your logo and contact information and make it available to download from your website or social media accounts from a landing page which collects people’s email addresses.
If you’re a great cook and a good photographer, you can make this yourself. There are also done for you services available, such as Phil Learney’s Advanced Coaching Academy which sends you monthly digital recipe books, with your branding already done.
| 6. Beginners Guide eBook Again, much like a free workout, a beginners guide is going to build your audience and probably won't get you clients straight away. With that said, it's still a great way to show competence and get more subscribers. The great thing about lead magnets like this is that they attract potential clients before they're thinking of hiring out. So when they finally do decide they can benefit from a trainer, you're the obvious choice. And if they never decide to hire a trainer, they'll mention you to people who do. |  |
Pain Management Lead Magnet Ideas
7. Stretch Routines
This is a really simple giveaway that might work as a single printable sheet. It could be something that they perform at home every morning to start their day in the right way. It can be pretty general and could include diagrams of how they should position their bodies and where they should feel the stretch most significantly in their bodies.
This is a really simple giveaway that might work as a single printable sheet. It could be something that they perform at home every morning to start their day in the right way. It can be pretty general and could include diagrams of how they should position their bodies and where they should feel the stretch most significantly in their bodies.
| 8. Simple Exercises to Manage Low Back Pain You could use something like this if most of your clients were office workers, sitting at a desk all day and complaining of aches in their backs. You could walk them through how to set an alarm on their phones or computers to remind them about hydrating properly and how best to improve their posture as related give aways. You could record a brief video on how to relieve tension across their shoulders or lower backs and deliver it automatically via email when they are likely to need a break. |  |
Business to Business Lead Magnet Ideas
9. Handout for Local Business
This is a fantastic idea that involves you making genuine connections with other local businesses. It works whether you run a face to face or online personal training business, and serves both your personal training clients as well as their shoppers.
The general idea is to design something that's specific to what the business sell. For example “how to use red meat to speed up muscle building: a guide for bodybuilders” would be ideal for your local butcher. He'd be more than happy to promote that for you because it sells his product.
10. Guide to Eating Out in [Your Town]:
This one is awesome for making your article appear in Google searches (SEO) because it will name your local town. Simple research what some of the top restaurants in your town serve up, find the healthiest options and put them in a handy guide.
This is a fantastic idea that involves you making genuine connections with other local businesses. It works whether you run a face to face or online personal training business, and serves both your personal training clients as well as their shoppers.
The general idea is to design something that's specific to what the business sell. For example “how to use red meat to speed up muscle building: a guide for bodybuilders” would be ideal for your local butcher. He'd be more than happy to promote that for you because it sells his product.
10. Guide to Eating Out in [Your Town]:
This one is awesome for making your article appear in Google searches (SEO) because it will name your local town. Simple research what some of the top restaurants in your town serve up, find the healthiest options and put them in a handy guide.
You make copies of your guide, including calorie values and what option is the “healthiest/ leanest/ etc” on their menu and distribute them to your local eateries. You can get almost all this information from their own website where they list nutritional information.
What Next?
If you’ve created a mind blowingly useful lead magnet which delivers valuable information and action steps and you have people signing up to your email list, the next step is to nurture them. How you nurture subscribers and turn them into leads will depend on what kind of lead magnet you used.
Awareness Lead Magnets
An awareness lead magnet is for someone at the start of their buyer journey. They're not looking to hire out yet and still trying to fix their own problem. Send these guys weekly emails to keep you business top pf mind.
Consideration Lead Magnets
The consideration phase is a point in the buyer journey where the potential client is thinking about their best options and you need to position your business as one of those option. A comparison chart of your services Vs. someone elses or a case study works well. These types of subscribers might also be likely to take you up on a soft, low barrier offer.
Decision Lead Magnets
This is the final push for a sale where you can ask a ready to buy client to choose you. To do this, you'll need a low barrier way for the client to begin working with you like a free consult, a block of sessions with a discount or a free trial.
You might want to consider how you deliver your lead magnet. You can host eBooks on a hidden page of your personal trainer website, send the file or a link via your email marketing software but you can also use an online personal trainer software like PT Distinction to deliver free trial lead magnets for online 1-2- or group coaching.
Whatever you choose, remember that email marketing for personal trainers is long game. It doesn't magically make sales overnight and jumping in with offers too soon can lead to unsubscribes and an unhappy email list.
Awareness Lead Magnets
An awareness lead magnet is for someone at the start of their buyer journey. They're not looking to hire out yet and still trying to fix their own problem. Send these guys weekly emails to keep you business top pf mind.
Consideration Lead Magnets
The consideration phase is a point in the buyer journey where the potential client is thinking about their best options and you need to position your business as one of those option. A comparison chart of your services Vs. someone elses or a case study works well. These types of subscribers might also be likely to take you up on a soft, low barrier offer.
Decision Lead Magnets
This is the final push for a sale where you can ask a ready to buy client to choose you. To do this, you'll need a low barrier way for the client to begin working with you like a free consult, a block of sessions with a discount or a free trial.
You might want to consider how you deliver your lead magnet. You can host eBooks on a hidden page of your personal trainer website, send the file or a link via your email marketing software but you can also use an online personal trainer software like PT Distinction to deliver free trial lead magnets for online 1-2- or group coaching.
Whatever you choose, remember that email marketing for personal trainers is long game. It doesn't magically make sales overnight and jumping in with offers too soon can lead to unsubscribes and an unhappy email list.
