Creating your brand and advertising it to potential clients is an essential part of building a successful personal training career. As one of the most visited areas of your site, your personal trainer about page presents a fantastic marketing tool, a great way to make you stand out from the crowd, and an ideal chance to connect with your potential clients.
Your personal trainer bio is one of those of those things that's worth outsourcing to a fitness writer if you don't know what you're doing. Images alone can't tell your clients who you are, so a solid biography makes a fantastic way to "complete the picture" and provide everything they might want to know about you.
To provide the desired result, a personal trainer's biography needs to be composed properly. It's not just an excuse to list your accomplishments and brag about them.
Your bio is supposed to get people's attention and inform them of your skills, certifications, experience, and personality in a clear, concise way, so they're left wanting to learn more about you.
With that said, the focus of your bio should not be about you but your customers and how you can help them. It's about how your accomplishments, your experience, and your skills apply to their goals and needs.
The following steps will help you create an enticing and effective biography that will persuade people your services are the right choice for them.
1. Identify Your Ideal Clients
Before even starting to write your bio, you need to clearly define your target audience. Who is it you're trying to reach? Defining who will be reading your bio will help you determine what kind of language to use and tailor the content in the best possible way. Here are some questions you should answer first:
The primary objective of your personal trainer bio is to construct it in a way that shows you understand what makes your targeted audience tick. The only way to achieve this is to put yourself in their shoes. Try to imagine how they might feel about fitness and what they might be looking for in a personal trainer.
What are the challenges that stand in the way between them and their fitness goals? Taking these things into consideration is a fantastic way to make your potential clients feel like you care and want to offer help.
Check out how our Managed Website client, Kris did it here:
- Who's your ideal client?
- How old are they and what's their status?
- What are their struggles?
- What are they hoping to accomplish?
- Have they tried something before and why that didn't work?
- What's their sentiment towards exercise?
The primary objective of your personal trainer bio is to construct it in a way that shows you understand what makes your targeted audience tick. The only way to achieve this is to put yourself in their shoes. Try to imagine how they might feel about fitness and what they might be looking for in a personal trainer.
What are the challenges that stand in the way between them and their fitness goals? Taking these things into consideration is a fantastic way to make your potential clients feel like you care and want to offer help.
Check out how our Managed Website client, Kris did it here:
2. Emphasize What You Can Do for Your Clients
After successfully establishing who your ideal clients are, it's time to emphasize what you can do for them. Stay away from technical terms and big words. Too much jargon tends to put people off. If you get carried away, your potential clients may feel like they're being talked down to.
Using simple, descriptive language makes you relatable and keeps your audience intrigued and interested. Be clear and concise. Explain what you bring to the table and how it can help your potential clients accomplish their goals.
Focus on a couple of traits that you think are the most relevant so the reader understands why you're the best choice for them. Here's a great example by Shane Jenne from Actors Fitness Guild:
Using simple, descriptive language makes you relatable and keeps your audience intrigued and interested. Be clear and concise. Explain what you bring to the table and how it can help your potential clients accomplish their goals.
Focus on a couple of traits that you think are the most relevant so the reader understands why you're the best choice for them. Here's a great example by Shane Jenne from Actors Fitness Guild:
3. Make Your Bio Easy to Read
One thing to keep in mind is that the human attention span is limited. You don't want to fill your biography with things that are only relevant and interesting to you because that's the fastest way to lose your readers.
People want to get a feel for who you are, not read a novel. Keep things simple and dynamic to achieve the best possible result.
After going through your personal trainer about page, a potential client should know:
Make sure to provide links to any relevant content you've produced or appeared in. This includes any podcasts, articles, interviews, along with announcements of your future appearances.
You can also provide links to your social media channels so your potential clients don't have to search for them on their own. Zach Pello's bio is concise and focused:
People want to get a feel for who you are, not read a novel. Keep things simple and dynamic to achieve the best possible result.
After going through your personal trainer about page, a potential client should know:
- Your name
- Your area of expertise
- The services you're offering
- Your education, relevant certifications, and qualifications
- Your professional affiliations and memberships
- Your contact information
- Your location (if you offer in-person training)
Make sure to provide links to any relevant content you've produced or appeared in. This includes any podcasts, articles, interviews, along with announcements of your future appearances.
You can also provide links to your social media channels so your potential clients don't have to search for them on their own. Zach Pello's bio is concise and focused:
4. Humanize Your Approach
There's a human being behind all the titles and certifications, and your potential clients need to understand who that person is. Sharing your own challenges and struggles in your personal trainer bio is also a great way to make a connection with people.
Have you ever struggled with any of the problems your potential clients might be struggling with? How did you overcome them? What helped you make a change in your life? Telling your own story can inspire your audience and it certainly makes your biography stand out.
In some cases, this type of relatability becomes a deciding factor that makes a person choose one trainer over another. Carly and Michael from The Barracks Gym have a great story for their ideal clients:
Have you ever struggled with any of the problems your potential clients might be struggling with? How did you overcome them? What helped you make a change in your life? Telling your own story can inspire your audience and it certainly makes your biography stand out.
In some cases, this type of relatability becomes a deciding factor that makes a person choose one trainer over another. Carly and Michael from The Barracks Gym have a great story for their ideal clients:
5. Anticipate Skepticism
There are a lot of personal trainers out there and not all of them are good. Some would even say that the modern personal training landscape turned into people paying for BFFs.
A well-written biography is supposed to convince even the most hesitant people that you know what you're talking about, you genuinely understand their problems and you're capable of helping them improve their life. Again, this is achieved by being sincere and relatable.
While authenticity never goes out of style, you should still know where to draw a line, as getting too personal in your bio is not a good idea. Rowan Smith from Summit Strength shares his own personal journey with a good sense of humor:
A well-written biography is supposed to convince even the most hesitant people that you know what you're talking about, you genuinely understand their problems and you're capable of helping them improve their life. Again, this is achieved by being sincere and relatable.
While authenticity never goes out of style, you should still know where to draw a line, as getting too personal in your bio is not a good idea. Rowan Smith from Summit Strength shares his own personal journey with a good sense of humor:
6. Sell Yourself
Here's a chance to take advantage of modern technology to showcase your training style with a short video or a slideshow. It's a great chance to present your services, because it helps people understand what you're selling.
It's also a great method of separating people who are genuinely interested from those who don't think what you're offering is right for them. You generally want people to get the impression that working with you will be easy, fun and effective.
Remember to mention a couple of reasons why your training methods work, along with including a testimonial or two. Stu shows one way to do this on his My Performance website:
It's also a great method of separating people who are genuinely interested from those who don't think what you're offering is right for them. You generally want people to get the impression that working with you will be easy, fun and effective.
Remember to mention a couple of reasons why your training methods work, along with including a testimonial or two. Stu shows one way to do this on his My Performance website:
7. Provide a Call to Action
At this point, you need to encourage your potential clients to take some sort of action. The best call-to-action is always the one that encourages them to take THEIR next logical step.
People who are on the About page of your personal training website will either want to know more about you or get in touch to ask questions. Encouraging the latter will give you the opportunity to start building rapport with a potential client and build trust and your reputation.
Even if that conversation doesn't end with sale, you can create an image in that website visitor that will motivate them to follow you and your content and stay on the top of their mind. Guaranteed that when they will be ready to buy, you'll be the first to contact so long you can maintain the trust and keep providing value. Check out the simple yet effective CTA Faultless Fitness added to their website's About page:
People who are on the About page of your personal training website will either want to know more about you or get in touch to ask questions. Encouraging the latter will give you the opportunity to start building rapport with a potential client and build trust and your reputation.
Even if that conversation doesn't end with sale, you can create an image in that website visitor that will motivate them to follow you and your content and stay on the top of their mind. Guaranteed that when they will be ready to buy, you'll be the first to contact so long you can maintain the trust and keep providing value. Check out the simple yet effective CTA Faultless Fitness added to their website's About page:
Summing Up
By now, you should understand the importance of a well-written biography and the effect it can have on your potential clients. After writing the first draft, revise your personal trainer bio until it ticks all the above points.
Don't be shy about asking for feedback from family and colleagues as this will offer a fresh perspective. Some outside input can also ensure your bio covers whatever it is that sets you and your services apart.
Stick to these tips and you'll have a clear, concise and effective personal trainer biography that will make a stunning first impression and help your ideal clients find their way to you.
Don't be shy about asking for feedback from family and colleagues as this will offer a fresh perspective. Some outside input can also ensure your bio covers whatever it is that sets you and your services apart.
Stick to these tips and you'll have a clear, concise and effective personal trainer biography that will make a stunning first impression and help your ideal clients find their way to you.
