Client-Generating Facebook Posts

There are so many things that you can post on Facebook, and if you follow my EIE formula then you already know what makes a great post. However, you also need to be making posts with the sole intention of getting new clients in the door; and although there are a number of posts that work, we’ve found that there are 4 that work best and that’s exactly what you’re about to discover.

Sound good?

Of course it does!

The first one is the “Before & After” picture post. Although you can’t turn this into an ad, if you word it right and make sure to tag the actual person, it will get in front of a lot of your fans, as well as their friends. I know that not all your clients will feel comfortable with taking pictures or sharing it on social media, but for those who don’t mind, make sure you’re sharing these on a consistent basis!

before and after silhouettes

Power Tip: End with a call to action like, “Click LIKE if you think (client’s name) transformation is awesome too!”

The “Success Story” post is a great one to use especially if you don’t have any before and afters. This is simply a longer post (think mini article) talking about your client’s journey. Here is a simple structure to write it:

  1. What was their life like before they started working out with you?
  2. What was their first major hurdle they overcame?
  3. What was the big result/goal that they achieved?
  4. What unexpected thing changed/happened while working with you?

Success Story

Power Tip: Take a picture of them either working out or with you to use in the post.

Next up, I’ve got a question for you. Are you filming at least 4 video testimonials each month? If not, what’s stopping you? It can’t be that you don’t have the time or the tools because they only take a minute or two and I know you have a smart phone. And I’ve got a little secret for you: they don’t need to be professionally filmed. So start scheduling into your diary to get these done.

There are a couple of reasons why these work so well. First off, video is the future of Facebook and video’s will almost always get you a much greater reach than any other post type. Secondly, video testimonials are much more believable and relatable to others. But unfortunately, most fitness professionals don’t use these enough. Heck, as I’m writing this I’m realizing I need to get more of these done as well.

Group of sportive people in a gym taking selfie - Happy sporty friends in a weight room while training - Concepts about lifestyle and sport in a fitness club

Power Tip: Hold your smart phone at your chest horizontally while filming and have your client talk to you. This will make them much more comfortable.

The last post type I’m going to share is the easiest one of them all. It’s the “client shout out/showcase” post. With this post type all you’re going to do is take an action shot/video or a picture of them after their workout when they’ve done something out of the ordinary. Maybe they set a new PR, lost some weight or just had a great workout. And then in your post you’re just going to showcase their achievement. Again, make sure that you tag them in the post so that more of their friends see it. And don’t forget that call to action like I mentioned back in the before and after post.

Determined young boy trying to lift a heavy weight bar
Power Tip: Get in the habit of filming a small titbit of clients working out a couple times a week so that you can use them to showcase them. This way you’re never left without something to post.

So now that you know the 4 best Facebook post types that will get you new clients, all you have to do is to schedule these into your weekly calendar of posts. Sometimes we like to over complicate things when there is no need to, so even though these are simple things, are you doing them on a consistent basis? Now go out there and dominate your competition on Facebook!


Handicapping The 2016 FILEX Fitness Convention

Handicapping FILEX 2016

It’s almost that time of year again, the 2016 FILEX Fitness Conference is just around the corner, so it’s time for me to put out my “Handicapping the FILEX Convention” blog post. This is something I’ve been doing for the last few years, but in case you’ve not read one of them before, I’ll just give you a heads up before you read any further. I’m more of a trainer geek and not a huge group-x guy. Nothing against group exercise, but I just want you to be aware that my picks typically sway towards the personal training side of things.

One of the hardest things I found when I first started attending conferences 15 years ago was picking sessions. This is where the idea of this blog post came from – to share with you which sessions I will attend, or I’m thinking about going to based on my experience over the years.

So without further ado – let’s jump in!

FRIDAY 1st Session

FILEX 2016 Friday Session 1 Presenters

FILEX starts off with a bang with some really good sessions to pick from in the very first time slot. You’ve got a couple of industry legends in here starting with Dr. Len Kravitz with the “Physiology of HIIT.” He always goes really deep into the science of exercise, so if you like to get geeky, this will be great session.

You’ve also got Mike Fitch and his “Get Inverted: the power of the perfect handstand” session. That will be a great session if you do a lot of body weight stuff. Then, you also have Douglas Heel’s “Every Session Counts: How simple testing can guide your workout.” Douglas puts a lot of stuff that tends to be a little bit outside of mainstream, but I think it’s great to see a different perspective. For me, I’ll probably be at Peter Twist’s session. I think he’s an industry legend and he’s someone that I’ve been following since I first got in the industry. I’m lucky enough to call him a good friend now, so I’ll be at his session, “GAME-iification: 1-on-1 and Partner Training.”

FRIDAY 2nd Session

FILEX 2016 Friday Session 2 Presenters

This time slot also has a lot of great people in it which will make it a tough one to pick. You have Bobby Cappuccio, “Genius: Making your membership recession-proof.” In the PT department, there are a bunch of great sessions. You have Tony Boutagy, “Fat loss essentials that every PT needs to know.” Tony knows a ton about fat loss, so if that’s what you’re looking to do, his session would be beneficial to go to. Really excited to see that Lee Burton and the functional movement screen is over at FILEX this year. His first session is the “Secrets of core training: The backside.” I’ve watched the DVD; tremendous amount of information there.

You also have Andrew Chadwick doing a great TRX Rip Training workout session. Then, you have Dr. Emily Splichal, and she’s doing her “Barefoot baby-boomers,” which I think would be an amazing session really diving deep into how to get those older clients barefoot, and the actual benefits of it. For me, it will be a toss-up between 2 sessions; Dr. Perry Nickelston’s “Stop playing for second place,” and Dan Henderson’s “Mastering battle ropes.” You’ll probably find me in either Perry’s session or Dan’s session.

FRIDAY 3rd Session

FILEX 2016 Friday Session 3 Presenters

This time slot is one of my easiest picks because it will be my first session of FILEX called, “Becoming a ‘booty’ builder,” so if you train a lot of women or just want to know how to better train that backside, I can guarantee you’ll get a lot of info here. Now if I weren’t teaching in this session, I would be at 1 of 2 sessions: either Mark McKean’s session on “Instability training,” or Michol Dalcourt’s, “Deadlifts and deadshifts” session. I think there’s a lot of myths surrounding inability training and with Mark being a real science-based guy, I think he’ll provide a ton of great information. But if you’ve never seem Michol then his session will give you some new perspectives for sure. I’ve seen that session a couple of times and always had some really great takeaways.

FRIDAY 4th Session

FILEX 2016 Friday Session 4 Presenters

Last time slot of the day and you’ve got a bunch of great sessions to pick from. We’ve got 2 sessions talking about barriers. You have Douglas Heel, “Break through barriers by giving the body what it wants.” Then you have Bobby Cappuccio with, “Overcoming barriers for clients’ success.” If you want to look at how to actually break through those barriers and get more from your clients, definitely one of those would be a great session.

If you’d prefer to be more active, Lee Burton has another one of his “Functional Movement Systems” sessions; it’s called “First move well, then move often” (I’m a huge proponent of that saying). But for me, I will most likely jump into one of these 2 sessions: Michael Cunico‘s “Training the corporate athlete,” or Andrew Chadwick’s “The forgotten plane of motion.” Corporate training is something that’s really blown up in the US, and I think that it’s going to get bigger and bigger here in Australia. But if I feel like moving, I’m going to go with Chaddy because I know it will be a really in-depth session with a lot of little knowledge bombs in there.

SATURDAY 1st Session

FILEX 2016 Saturday Session 1 Presenters

Hopefully you will be well behaved on the first night so you can make it to this session. If you need to sharpen your business acumen, then I would go and see Marin and Michael with their session “Cha-ching! How to keep the coins rolling in when you’re not at work.” Pretty excited to see Marin speaking, as this is his first time at FILEX. I know he has an awesome studio in Sydney, so he’ll have some great information to share. This time slot makes it a tough decision for me because you have Paul Taylor who’s one of my favourites, and he’s only got 1 session, and that’s going to be at the “PT Breakfast: Clash of the thought leaders.” He’s doing his “Is personal training truly delivering on its promise.” It’s him and Douglas Heel. Between those 2 sessions, it’s going to be a tough one there.

Then, you also have Ian O’Dwyer, who’s a legend here in Australia, doing his, “The shoulder: a more complete view.” If you want to get a bit science-y, and you work with women, you probably want to go see Dr Len Kravitz’s “Women, hormone metabolism energy expenditure: unravelling a complex puzzle.”

Next session.

SATURDAY 2nd Session

FILEX 2016 Saturday Session 2 Presenters

This time slot is another easy choice for me since I’ll be teaching “The evolution of core training,” but I’m bummed out because there are 4 other sessions I would like to see.

If I wasn’t teaching in this time slot, I honestly don’t know who I would go see; it would be a coin toss. You have Michol Dalcourt’s “TGU – The benefits of ground to standing exercises.” Then you have Dr. Emily Splichal, “The barefoot BARE workout.” Now that would be funny to see me in there doing a bare workout, wouldn’t it? Then, you have Peter Twist with “GAME-ification of boot camps.” He’s always got some awesome ideas on how to train groups of athletes.

Then you have Nardia Norman, and she’s got, “Plan, execute, profit: The ultimate small group blueprint.” If you are new to small group training, or you’re just thinking about putting it on, then that’s probably where you want to be. Like I said, this is a hard session to pick from. Fortunately or unfortunately, I don’t have to make a decision because we’ll be having a blast in my session!

SATURDAY 3rd Session

FILEX 2016 Saturday Session 3 Presenters

After you’ve had some lunch and explored the tradeshow it’s time for some great sessions. Looking at business stuff you can’t pass up Justin Tamsett. He has a session that will go for two time slots: “Fitness Business Management in 2016.” If you’re in management, you want to learn from the best, and Justin is hands down one of the best out there.

If you’re looking at doing something a little bit more active, you’ve got some great choices again. You got Michol Dalcourt with “Successful aging exercise selection and program design.” Baby-boomers are a huge untapped market in our industry and I believe we need to really look at how to serve them better, so this is a must-attend if you train the over 50 market. Then, you have, “HIIT or MISS?” with Karen Baldwin and Jan Hutnan. I know this will be a great session because there’s a lot of misinformation about HIIT out there. Or if you want to learn a bit more about muscle imbalances, Ulrik Larsen is speaking about “The 5 muscle imbalances that are injuring your clients.”

For me, I’m going to go see Dan Henderson’s “Multi-directional kettlebell movements.” I think that will be a great session with some awesome new ideas.

SATURDAY 4th Session

FILEX 2016 Saturday Session 4 Presenters

Hopefully now that we are winding down day two you still have some energy left over because there are still some great sessions to attend. In this one, you’ve got John Polley and his, “Endless outdoors” session. John does some amazing work over in WA with a lot of outdoor beach sessions, so I know he’ll have a ton of great exercise and great things to show you. You also have Dr. Perry Nickelston, with “Movement patterns for stability and mobility.” I’m a huge fan of Perry’s, so I think that’s where you’ll find me.

SATURDAY 5th Session

FILEX 2016 Saturday Session 5 Presenters

Hang in there – last session of the day and you’ve got a couple of industry legends to choose from. You have Peter Twist, “Mindset Before Muscle: Coaching Yourself to Greatness.” Again, I’m a huge fan of Peter’s. That’s probably where I will be.

And you also have Helen Vanderburg, another legend and she’s teaching “Bodyweight RX: 3rd edition.” But just to make things harder, Dr Emily has her, “Small nerve stimulation: the future of proprioception training.” This is something that I know Emily has been working hard on over the last 12-plus months so there will be some great new info here. So no matter how you look at it, you’ve got 3 amazing presenters to pick from here.

 SUNDAY 1st Session

FILEX 2016 Sunday Session 1 Presenters

As a presenter, the early Sunday morning is the dreaded session because many of you get a little wild come Saturday night! But I’m going to give you a couple of reasons to get up early! First up Mel Dos Remedios is talking about, “The 5 keys of effective PT management,” so if you have a team that you manage, that would definitely be a session you want to check out. Another great session from Michol Dalcourt, “More than one ‘strong’: Developing different types of strength.” Definitely a great session to go to get some new ideas. Then, we have Manuela Berchtold doing her very first session at FILEX, which is awesome. She’s doing, “Snowfitness: Getting clients ski and snowboard fit.” Manuela is an expert and has a facility up in the ski hills in Australia. So if you work with anyone who is an active skier or snowboarder, then she will teach you exactly what you need to do with them.

SUNDAY 2nd Session

FILEX 2016 Sunday Session 2 Presenters

This is definitely the toughest time slot of the day for me to pick, so It will probably be a game time decision. This time slot has 2 amazing female presenters: Nardia Norman with “Female fitness 2.0: A fresh approach to strength training for women;” and Emily Splichal with, “Run injury-free! Understanding impact forces.” Then, you have Dr. Perry teaching, “Can’t get stronger? Check the neck.” I’ve seen him do part of that presentation. Awesome stuff. If you work with people who have neck issues, then that’s probably where you want to go.

If you’re looking at getting a little bit more active, “Perfect, powerful PLYOMETRIC performance,” with Peter Twist is a session I attended last year in the US and it’s awesome, awesome stuff if you do plyos with your clients.

SUNDAY 3rd Session

FILEX 2016 Sunday Session 3 Presenters

Make sure to grab a coffee at lunch if you’re feeling tired because there are still some great sessions! If you want to improve on your sales, then you need to go see Steve Jensen, “Your one chance to close the sale.” Steve is an amazing sales guy and will teach you a ton. Definitely head to that session. I know I won’t be there, again because this is one of the easiest sessions for me to pick since I’ll be teaching my last session of the weekend, “Building bulletproof boomers.” If you work with the over-50 demographic, then you need to be in that session.

You’ve also got Peter Twist and his, “Ignite the Ab, Glute and Core powerhouse” session; if you want to get active, that’s a great one. I would probably say if I wasn’t teaching in this time block, I would be at Dr. Perry‘s, “Big toe mojo.” There’s a lot of stuff that the big toe can have an affect on the rest of your body, so I’m sure I would geek out a bit in this session.

SUNDAY Last Session

FILEX 2016 Sunday Session 4 Presenters

I know, I know… boo-hoo, FILEX is one session away from being over for another year; but don’t worry, you can still end it with a bang! If you’ve worked out way too much, you’re tired, you need a break, then go and see Bobby Cappuccio’s, “The neuroscience of change.” That’s probably the session I’ll be in because I love Bobby’s approach. If you still want to get a little bit more active, you’ve got 2 other awesome sessions. You’ve got Mike Fitch, and his, “Improve sling systems with Animal Flow.” If you’re not familiar with animal flow, you need to check that out. If you want to take your TRX knowledge to the next level, go see my buddy Andrew Chadwick with his “TRX advanced movement training circuits.” You’ll get a ton of great, great exercise you can start implementing with your clients.

So that wraps up this years Handicapping of FILEX. If you’re going to be at FILEX keep your eye out and make sure to come and say hello!


Why Facebook Won’t Work for Fitness Businesses in 2016

SMM_ Blog Featured Pic

Have you noticed how many Facebook experts are out there today who are specifically just for fit pros?

Take a look back 12 months ago, there were very few there and I know this because that’s what I do. I help fitness businesses build their business using Facebook and other social media platforms. I was looking into this; if you were to look today, how many people do you see out there marketing themselves and promoting themselves as “Facebook experts for fitness professionals?” There are a lot. You can see that Facebook is getting a lot more popular.

Button "ask the expert" on keyboard

I’m sure you’ve noticed in your newsfeed, there are a lot more local gyms and studios marketing, right? Promoting their different plans and different programs. I’m sure you’ve even noticed that a lot of them look the same. Now do I think Facebook can still work? Hell yes I do! It is so powerful. The ability to target the exact person, down to the ages, and put a specific message in front of them, I think it’s still very, very powerful. I think it’s probably right now the most powerful marketing tool that we can be using within our fitness businesses, but I really do think that Facebook is going to stop working for a lot of fitness businesses in 2016.

It really comes down to three major reasons and that’s what I’m going to go over in this blog post.

I’m not saying it can’t work, I’m not saying that it won’t work, but what I’m saying is it’s not going to work for the majority of fitness businesses.

  1. The first reason, and this is what I’ve been seeing a lot of starting back around mid 2015, is that people are spending all their time and all their money putting their posts out there with the only objective being to get prospects to either opt in or to buy. It’s just buy my stuff, buy my stuff, sign up. You’re not offering any VALUE.Untitled designYou’re not building any trust. You’re just putting a message in front of a bunch of people who have never heard of you, and don’t know anything about you. Basically, they don’t know, like or trust you, but you’re asking them to buy your stuff without proving that you can actually solve their problem. There are a lot of these people out there. This is how it used to be; it was: get them to opt in, get their email address and THEN provide value; but if you want to be successful in 2016 on Facebook, you need to provide value first.Provide enough value so they know, like and trust you and then you can actually ask for them to opt in. You need to provide a ton of value, you need to prove yourself, you need to stand out in a crowded market, earn their trust and, once you do that, then you should be asking them to opt in, then you can ask them to buy your stuff.
  2. Mistake number two (or the second reason I think that Facebook marketing is not going to work for a lot of fitness businesses in 2016), is that everybody is copying everybody else. Everyone’s putting up the same message. One person finds out an ad works and then everyone starts to copy it. I’m sure you’ve seen this in your news feed more than once. What’s going to happen is, your message is going to become so bland, it’s going to become so vanilla, no one is going to be able to distinguish between you and the gym down the corner that’s putting out the exact same ad.Orange brown bengal cat reflecting in mirror
    When you do that, you’re missing out on the biggest opportunity that social media is actually providing, and that is for you to be able to compete with these large brands that can throw a ton of money into advertising. You can actually brand yourself. You can build up a raving community of people who love you, love what you do, and will do anything you want them to by doing social media-ing right. You need to try to provide value.You need to give them content that actually helps them in their life. It provides value.It helps them get what’s called results in advance, or get one baby step closer to their goals, and that is how you’re going to stand out.

    If you put the same message out as everyone else you’re not going to stand out. No one is going to notice you and then all you can do is compete on price and I’m sure that you know that’s not the way to do it.We need to stop it, but you’re going to continue to see that because everyone’s finding out now how well Facebook works. Everyone’s jumping in, they see there’s money to be made and they’re just like, “Well if that worked for that person, I’m going to copy the same thing,” when it’s not who you are, it’s not specific to your brand, and you’re just going to get lost in that shuffle and all you can do now to compete is lower your prices.

  3. The third reason why I think it’s not going to work is because it takes a little bit of knowledge, it takes a little bit of work, and I think that’s why no one’s going to do this. No one is thinking about the prospect’s experience. No one’s thinking about the end user. So that Facebook user you’re not thinking of, the experience you want them to have when they come into contact with you and your business, you need to figure out, okay, what path, what journey do I want to take them through?
    Worried at Computer
    When they find out about me, when they like my page, when I send them to my website, what do I want to give them?What do I want to show them?Do I want to provide some great blog posts that again, provide results in advance?Do I want to send them my blog posts on “Seven Easy Exercises You Can Do At Home?”Do I want to send them to a free report that they can just download, and they don’t even have to opt in, that teaches them “25 Five Minute Recipes?”

    Do I want to make sure that they see some video testimonials from my clients?

    What other things can you show them to actually prove that you are the expert?

    Show them you are the person in your area that is above and beyond the best choice for them. Think about that experience you want them to have as soon as they first find out about you because, for most people, when they first find out about a business, all they see is, sign up for my 21 day program, sign up for my 21 day program, sign up for my 21 day program, sign up to get my eBook. You’re just asking them for stuff instead of offering them something of value by saying here’s, “Seven Ways to Start to Lose Weight in Under Five Minutes a Day.”They go and they read that blog post, there’s nothing there that is selling them. Then the next, maybe three days later, they see a video testimonial from one of your clients pop up in their news feed. Then a couple days later, they get shown another blog post about “Seven Time Savers While You’re in the Kitchen.” A few days after that, they see another testimonial from your clients. Then a few days after that, they see another video testimonial of your clients.

    So now they’re seeing what other people are saying about you. Then maybe after that, then maybe they see something to opt in. Then maybe they see something to actually buy your program. You’ve taken care of the actual experience that they’re going to have as soon as they find out about you, so that you can set yourself up for success, you can set yourself up to be known as the expert in your area.

Those are three of the main reasons why I feel like Facebook is not going to work for a number of businesses in 2016. I already spoke to a number of people who were really struggling and saying, “You know what? Facebook isn’t working nearly as well as what it used to work. Facebook really isn’t working for my business anymore.”

I noticed this starting to happen in the last three to four months of 2015 and it’s only going to get worse as we see more fitness business using Facebook to get business.  So while these businesses continue to just sell their prospects before adding value, make sure that you concentrate on providing value first.  That is the true key to LONG TERM success using Facebook (and any other social media platform).


#1 Social Media Marketing Mistake Personal Trainers Make

Social Media Marketing for Personal Trainers

Do you know what the number one reason why Fit Pros are unable to turn their fans and followers into actual paying clients?
Well it typically comes back to the follow up system they have in place. A lot of people have a great structure for they social media channels. They write great posts, share interesting articles and give amazing tips to their fans. But it’s the follow up where most of them lose out on actually transitioning fans and followers into actual paying clients.


What are you doing beyond making a post on social media and just telling them about your special 14-day program, or your 6-week program, or any other kind of offer? Do you have anything set up to actually transition them from being a prospect to actually coming in your doors?

Facebook for Personal Trainers

Let me go through a couple of ideas that will help you get a follow up system in place in no time flat. I’m not going to go over a sophisticated system because if you don’t have one, anything is better than nothing.


The first one is pretty simple. What you can do is just ask them, but don’t ask for the DM. Saying “direct message me for more info” is not a follow up system because you’re putting the onus on them. If they’re extremely motivated, they might do that.


Instead, ask them for their name and phone number. This way you’re in charge of following up, which is your responsibility as a business owner. Now, I wouldn’t say just post it on the Facebook page, that’s not going to work, but send them to an opt in form.

Phone script for Personal Trainers

You can use free resources like, Wufoo or Typeform. Or what I would recommend is using LeadPages or ClickFunnels, to get their details. That would be ideal, but if you don’t have the budget for them, don’t let that stop you. Use one of the free options.


Once you get their name and phone number, what you want to do is have a script. Know what you are going to say on the phone, know what you are going to go over with them, so that you can actually lead them toward a sale. Don’t just call them up and talk away. It doesn’t have to be completely written out word for word. If you’re pretty comfortable on the phone and you’ve done a lot of sales calls before, you’ll know what to say. But before you call them, make sure to have some kind of script that leads them to actually getting them to come into your gym.


The reason why calling them is your best option is because you’re actually going to have a conversation with them. When you get the chance to talk to them, you’re able to develop rapport with them and that can go a long way.


The next best option is to get their email address. Again, I would recommend you use either LeadPages or ClickFunnels because they are easy to set up and they work really well. Next, what you want to do is have a sequence of emails (called an autoresponder sequence) written up and ready to send out. You want these structured in a way that leads them into coming into the gym.

email marketing for gyms

There’s a number of different ways to structure these autoresponders, but that’s a blog post in itself. But here is an easy way to put one together now. Write a list of 4-5 frequently asked questions you get. Each email will answer one of these questions, with your last email offering them to come in. Offering them something tangible like a success session or a nutrition consultation work well.


Now you can see this was not rocket science, but this is typically why a lot of personal trainers can’t turn their fans or followers into actual paying clients. They have no follow up system to lead them into their gym. This blog is really just scratching the surface on creating an extremely effective client-generating machine, but you have to have something in place before you can make it better.
So my challenge for you is to take the onus on yourself because the motivation levels in today’s society are extremely low. You want to build assets like their phone number and their email address so that you can be in charge of your business success. Now getting fans and followers to come into the is left up to how motivated you are…and the follow up Scsystem you just created after reading this blog.


The EIE Formula for Facebook for Personal Trainers

Facebook for Personal Trainers









Are you Facebook posts not getting seem by many fans?

If you’re not following what I call the EIE Formula, then I think I know why!

A lot of Personal Trainers are getting frustrated with Facebook because they’re not getting as many fans to see their posts, and that they’re not getting as much engagement as they used to.

You’ve probably heard that Facebook changed their algorithm earlier this year and they want us to pay to play, but that’s only part of it. Part of the issue is your content, and it sucks.

Facebook Marketing for Gyms

I am sorry I have to tell you that, but if no one is engaging in what you’re putting out there, it’s because your content is not very good. People aren’t liking, sharing, commenting, they’re not clicking on your posts. And the less they actually interact on your posts, the less likely your future posts are going to actually show up in their newsfeed.

It’s time to take some responsibility for that and start implementing the EIE formula.  This is key strategy to use for Facebook for Personal Trainers.

Basically, what I want you to do is this; every time you go to post something, I want you to ask yourself a question before you actually hit post.

Fitness Marketing

The first question is for the first E – “Is this educational?”  Part of what you should be doing on Facebook is educating the people that are actually on your newsfeed.  We want to educate them, we want to give them little bits of information…you want to “Give them results in advance.”

You want to help them get one step closer towards their goal, without actually having to come see you, because if you can give them some results – if you can show them that what you’re sharing is actually going to help them get the result they are after, they’re probably going to want to come in.  You want to create a dialogue in their mind like “If I am getting this information for free, what am I going get if I actually pay this person?”

If you help educate them you’ll stand out from your competition because a lot of trainers aren’t doing that. That’s part of what you NEED to do on Facebook.  So ask…does it educate, if it does post it…if it doesn’t move onto the next question.

Social Media for Personal Trainers

The next one is the “I” and you want to ask – Will this inspire someone?  That’s why motivational quotes and videos work so well…and that’s why they get shared so much. Unfortunately, the world we’re living in today is filled with people with low self-esteem.  There are a lot of people who aren’t real happy with their life, which is very unfortunate, but that’s where we come in!

We all need a little bit of inspiration. We all need to be empowered. Take a look and think, “Will this post inspire people?” Again, if it’s yes, post it…if it’s a no ask this last question.

Fitness Marketing The last one is, will it entertain them. I know that some people will say, “Well, it’s my business page. I shouldn’t be doing that.”  Well you couldn’t be more wrong.  People want to see your actual personal side of you.  Take people like Todd Durkin or Martin Rooney.  If you follow them on social media you pretty much 90% of who and what they are.

They actually want to see that side of you. People aren’t going onto Facebook or Instagram or Twitter thinking, “You know what, I need to find a personal trainer, I need to find a gym. Let me just jump on Facebook and I’ll probably be able to find it,”  That’s not what they are there for. They are there to escape reality. So if it fits your personality, entertain them.


That’s why Stupid Cat meme photos get shared so much – because people find them funny and they are on Facebook as an escape, they’re there to be entertained.  So if the answer to this E is yes, post it…but if you’ve answered no to all three then it’s back to the drawing board.

That’s the EIE Formula, so before you think about letting everyone know you went poo-poo or you just went beast mode at the gym, or you just ate your most epic cheat meal, ask yourself, does this follow the EIE, because if it doesn’t, don’t post on there because no one wants to see that.