fitness entrepreneur

Which social media platform can grow your personal training business the best?

Facebook is great if you’re targeting women and men ages 35-65.

Facebook is great if you’re targeting women and men ages 35-65.

Where you spend your time matters. The last thing you want is to spend all your time marketing and branding in one location when all of your prospective clients are somewhere else. I want to break down the social media platforms and explain how to reach your avatar client through the proper channel. We’ll cover Facebook, Instagram, and LinkedIn today since I feel they are currently the most valuable for trainers, with the exception of YouTube, but I’ll be honest right now and say I’m not an expert in YouTube or any vlogging or video content for that matter, so I must refer out to my good friend and exceptional daily vlogger, Caesar Jean of #thecaesarlife. Go check out his channels and reach out to him if you want to do it right.

Let’s start with Facebook. Facebook is interesting because it’s the biggest social media platform in regards to usage, and because of that the market is very broad when you’re trying to attract new clients. For all intents and purposes, I’m going to assume you have directed the focus of your business by trying to train a specific type of client and not just anyone.  Facebook is great if you’re targeting women ages 35-65, and men of the same age group. There’s even still some millennials on it, and if you have your own business, you should definitely have a Facebook business page there because people will try to search for you all over and you want to have omnipresence across all platforms. In other words, you want to be seen everywhere. It takes most buyers 5-12 touch points before they pull the trigger and ask for your services. If you’re present everywhere, it will be much easier to get in front of them through multiple avenues. Facebook has a great messaging feature you can use to slide into the prospective clients DM and see how you can help them out. My best advice when DM’ing, and this goes on any platform and just like you would do with someone in person, build rapport first before you ask for anything. Focus on positioning vs pitching. What I mean by that is you need to become the person that they HAVE to go to for information because you’ve given them so much value in the way you directed them to a resource, gave them a free workout, complimented one of their posts or accomplishments, that they actually ask you first about your services. If you focus on this and play the long game, you’ll have far more success in your direct messaging game.

Instagram is mostly geared towards quality pictures and video. How you post there makes a difference. You want to be always thinking about providing value in some way and no selfishly promoting yourself and your services constantly. Quotes that are motivating to your audience, instructional workout videos, and tutorials, or whatever it may be, you want to always have the people you’re targeting in mind with your posts. You need to be able to answer the question, what is my avatar client interested in and what do they struggle with? The answer to that question is what you post. Have a strategy. Write out your plan then get tactical on what you’re posting.

As an example, my target client is a 40-60-year-old, highly-driven, busy professional male. They want to typically move better and feel better, have more energy, maybe lose some belly fat and get the most out of their cognitive performance so they can do their job better and make more money. Therefore, my posts are geared towards an audience that is interested in learning more about how to achieve those things. Now, while Instagram isn’t the best place for reaching my demographic, it is great for the 25-45 demographic, so as you can guess, most of my clients I’ve gotten from Instagram are 40-45 years old.

My recommendation is to make sure you have a business profile on Instagram, click the insights tab then goto audience and analyze what age range, gender, and days of week and time of day when most of your audience is on Instagram and engaging with your content. Don’t try and guess who you need to tailor your content to because the data is there. Lastly, on Instagram, you need to have some sort of link in your profile info that directs out to more places people can view your stuff. Don’t forget to make that look as professional as possible and clearly stating exactly what you do.

45% of LinkedIn users make over $75,000 per year

45% of LinkedIn users make over $75,000 per year

I’m going to go into a little more detail on LinkedIn, because not only have I had the most success finding new clients there, but I believe it is completely untapped for fitness professionals who want to not just generate new business, but the right kind of business.

Let’s start with the stats...45% of LinkedIn users make over $75,000 a year. And, 41% of millionaires are users of LinkedIn. Um...Hello Fit Pros, where are you? It’s not only a no-brainer that you should be content marketing on LinkedIn, but you also need to leverage its organic reach and the high conversion on connecting and DM’ing with your target market. And here’s what I mean by that…

You can literally go onto LinkedIn, mind you this is something that’s not available on any other social media platform right now, and type [your city], followed by Doctor, Lawyer, President, Chairmen, or any other job title you feel your avatar client has. So for me, I type in Boston Vice President and then filter out by people, and in return, I get everyone in Boston who’s a Vice President of their company. Then start requesting connections with these people, slide into their DM and see if they need any help or direct them to a resource that they can benefit from. The key is not to ask for anything. It’s all about giving them value that’s calculated and directed towards the needs and struggles you’ve identified your prospective client might have.  It’s literally that easy and I’m surprised more trainers are not doing this, to be honest. I’ll make a Podcast and Blog post about creating a specific marketing strategy on LinkedIn, so in the meantime, you can try that one tactic and see how it works for you.

I hope this helps direct your focus a bit and take a more laser approach instead of using a shotgun across all platforms and hoping something happens. Please DM me @fitcoachconsultant or @coachmikeurso on Instagram or email me at I can help you get more of the right clients your looking for and develop a strategy on these platforms so you can make more money and ultimately give you more freedom!

What Game of Thrones taught me about business

Today, someone asked me if I watch Game of Thrones. Lots of people ask me if I watch Game of Thrones. The new season is about to kick off and GoT fans couldn’t be more excited about it. I politely answered that “years ago when it debuted I just couldn’t get into it.” And..and this is a big AND...I honestly don’t have the time to consume that much television throughout the week. I’m just never bored enough that I need to entertain myself with it or even waste more time talking about shows or movies with friends. There are plenty of other things I can connect with them on.

This whole encounter had me thinking about the two types of people that are out in the market. Owners and Consumers. Simply put, owners produce something of value that consumers spend either money or time, well, consuming.

My revelation came several months ago listening to who else, GaryVee. Anyone who “consumes” his content knows that he preaches you should document, produce and publish content on a daily basis.

Owners are the creatives of the world. They spend their time and money producing things of value that consumers seek out and spend their said time and money on. Being an owner means you have to constantly be producing, but this also means you are always EARNING. Being a consumer means that you’re constantly consuming and, once again, you’re SPENDING either time or money. It’s an important distinction.

But the market isn’t the only place you find this classification. Let’s take a look at your personal life and find out where else it lies.

You may feel stuck. You feel like you just can’t seem to get ahead in life. You consume self-help book, after self-help book, listen to podcast after podcast, unwind and de-stress at the end of your day by watching movie after movie. You are a big-time consumer. Spending money, but even more importantly time, on things that don’t really justify any kind of return. Sure, entertainment has its place. If that’s what keeps you sane, by all means, keep spending an hour or two each night a week instead of getting started on that big idea you have. It’s way easier to kick your feet up and clear your mind by watching a show than to sit behind the computer and type up a blog post or put together a business plan for that side-hustle you’ve always wanted to do. Just don’t complain about not having money or how unhappy you are with your life. Your attention is in the wrong place. It needs to shift to creation in those hours.

If you’re feeling like this, I encourage you to make the switch into primarily an owner. Don’t throw the baby out with the bathwater by never reading a self-help book again (it’s certainly an important part of your growth, and inspiration for your creations). Instead, read the book then write a blog post about it with lessons you took away that could be of value to others. After listening to the podcast, distill a few takeaways into a 60 second video of actionable strategies and share it on Instagram. Continue watching movies, but maybe start a short podcast reviewing the movie and giving your opinion if people should go watch it.

Social media isn’t going away and we need to leverage the type of reach you can get through it just so you can, as Tom Bilyeu calls it, “pull yourself out of the Matrix.” I choose to blog and podcast because for me, I don’t care much to be on camera to vlog and don’t mind the sound of my own voice. Know where your strengths lie and take that lane. Become an owner in your category and you’ll have plenty of consumers spending time and money on your content. Just be patient and keep chipping away at it day by day.

It’s literally a give and take. Are you the owner who gives and gets something in return, or are you the consumer who takes by sacrificing money and time to collect things?