Author Archives: Scott Rawcliffe

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.

The Secret To Success on Social Media for Personal Trainers

Social Media Success for Personal Trainers









It’s so easy to get distracted on what to do with your social media accounts. With all the “Facebook ninja tricks” and “secret conversion methods” that get promoted out there, it’s not wonder so many fit pros get lost on where to start.

But when you step back and look at your social media plan on a whole, there really is only one place to start to have success on social media for personal trainers. And that’s creating a content calendar for what you’re putting out.

There are a number of reasons why it’s important to create your content calendar, but I’m going to give you the two biggest ones.

1. You’ll actually be putting out a consistent message, which allows your prospects to understand what you and your business are about. And hopefully whether it’s the right one for them.

You may not think that you have much to share, but I can assure you that even if you never learned another things for the rest of your life, you’ll still not be able to share everything you know. And whether you realise it or not, there are people out there literally dying to meet you. You could be the one person who will help them get off the anti-depressants, or make them feel good about themselves, or actually help them lose weight for the first time in their lives.

Pretty deep, I know, but that is the real power behind social media. But this only happens when you are able to communicate what you’re all about.

2. When you think through your marketing via social media, you’ll actually get new clients from it. If you’re anything like me, you want to help as many people as you can, but at the end of the day you have to put food on the table. So you need to be generating new clients from the time you spend on marketing. And yes, that’s what social media is.

If you think through what programs you have coming up and can preframe it with thought out content, you’ll get fans and followers actually contacting you. But this doesn’t happen for most fit pros because they just reactively post random things. How many times have you thought, you man I haven’t posted on Facebook today, better throw something up. If you haven’t, then well done. But you’d be surprised how many fit pros do this.

Now before you real off 101 reasons why you don’t have time to do this, let me share with you some of my best strategies that will allow you to.

Social Media Marketing for Fitness

First off you need to figure out what social media channels you’re going to focus your time on developing. I typically recommend that you start with 2, build some momentum and a following before adding any more social channels.

So how do you determine which ones to focus on? That’s simple, it’s where your prospects hang out. I would highly recommend that Facebook be one of them because of their in depth advertising platform, but that’s for another article.


If you’re unsure what social network you prospects are active on check out these usage graphs for 2015:

Social Media for Personal Trainers

Facebook for Personal TrainersTwitter for Personal TrainersInstagram for Personal Trainers



Pinterest for Personal Trainers


Once you’ve picked your 2 main social channels it’s time to figure out what you’re going to post. This is where most fit pros get stumped, but it’s really not the hard. I’m going to give you a way to plan out your content for all 4 major platforms, but I’m also going to give you some additional platform specific tips as well.

I find the best place to start is with your Facebook page, and I like people to pick a topic or theme for each day. This will not only help you save a ton of time creating the content, but also give your posts some consistency.

Here is a list of some idea’s:

  • Motivational Quote
  • Healthy Recipe
  • Training Tip
  • Exercise of the Week
  • Question
  • True or False
  • Throwback Thursday
  • Testimonial Video
  • Client Appreciation/Shout Out
  • Food Fact
  • Blog post
  • In Action Workout Video
  • Upcoming Events
  • Session Action Shot
  • Poll
  • Success Story
  • Time Management Tip
  • This, This or That (ex. Squats, Deadlifts or Lunges?)
  • Yoga Pose of the Week
  • Stretch of the Week
  • Humpday Humour
  • Photobomb Friday (my personal favourite)
  • Did You Know

You can even use a tool like PostPlanner to help you find the most viral social media content to use on your own platforms.

So as you can see the possibilities are endless. Two things you really want to think about when picking your different themes are what will my fans find helpful and what can I share to help my fans get better results. But don’t forget to make sure that you allow for posts that let your fans see your clients success, along with your personal side. No one wants to deal with a corporate social media page.

A couple of other things that you will want to write out before you start creating your content is a list of any upcoming events, programs or announcements that you will want to promote. So if you have a new fat loss program coming up you may want to talk about “fat loss tips” leading up to announcing the program to get people thinking about it.

Facebook Marketing for Fitness

You’ll also want to make a list of any upcoming holidays or events coming up that you can use on your social channels. Things like the Superbowl or the Academy Awards could make for some very engaging posts for your followers.

Now once you’ve figured out a topic or theme for each day, set aside some time at the start of the week or month to create your content. Personally, if you struggle with time management then I highly suggest you do this monthly. This way you can power through and create 4 posts for each topic/theme and have a whole months worth of content in 30-90 minutes.


I usually recommend picking your topics/themes to create your Facebook posts, then from there see what you can repurpose for your other channels. Not all of it will work, but use what you can since a percentage of your fans will miss out on your posts each day.
Here is how I would repurpose your Facebook content:

twitter logo

For Twitter I would schedule and share a whole months worth of posts in a week, then share it weekly at different times each week. So each week you’d share all 4 motivational posts, and all 4 recipes, and on and on. Then the following week just switch up the order they get shared. I’m a big fan of Socialoomph for scheduling my Tweets, but you can also use Hootsuite or Buffer.

If you want to add more tweets to your schedule, I would make a huge list of motivational quotes, blog posts and recipes and just have these on a schedule to go out regularly. This will help bump up your feed. This is especially powerful for getting more eyeballs on your blog posts.

You could even go one step further and use a program called Sniply which allows you to have a clickable link pop up on the page you share which allows people to opt in to your list.

If you do have a blog, here is a super tip for your Twitter feed. Make a list of all your blog post URLs, then for each blog create 5-7 different tweets that include a link to the blog post. You can use Sniply or to shorten the link. Again, the more eyeballs you can get onto your site, the better. Especially if you’ve got your Facebook retargeting pixel set up on it!

Instagram Logo

For Instagram go in and create captivating images using This program will make you look like a photoshop pro and allows you to create images in the right dimensions for every social channel including Instagram (which is 800×800 in case you’re wondering). Again, not every theme may work directly with Instagram, but you can modify or just summarize what you’ve created for Facebook.

Now if you really want to share some time, create 7-12 different templates/layouts on a single page on Canva this way you can go back and re-use these templates over and over again. This also allows you to brand your Instagram artwork with similar text and colours so hopefully over time your fans recognize your posts. If you’ve not used Canva before this is probably a little confusing, but don’t worry because as soon as you try it, this will all make sense.

Pinterest Marketing for Fitness

Pinterest – for Pinterest I would either create or add to one of your boards each week with 1-2 of your themes. This way will save you time, but also keep you from pulling your hair out.
Again, I would use Canva to create your images, and try to use the 7-12 templates over and over again. One thing you’ll want to do is to try to have as many pins as possible link back to your website or other social channels.
At this point you might be wondering how the heck will you keep track of all this. Well here is a screenshot of a simple Google Sheet that I’ve created for you:

Social Media for Gyms

[sociallocker id=”1190″] Click Here To Get Your Content Calendar [/sociallocker]

It doesn’t have to be anything fancy, it just needs to work for you. So now that you know how to create your own content calendar, have a sample one you can start using, there’s no excuse to not start sharing great info with you followers. Remember, there are people out there who are dying to meet you, so get your message out there.



Social Media Tips for Personal Trainers: Image Cheat Sheet

Social Media for Personal Trainers









Using visuals in your social media posts is absolutely essential.  Just look at what the new big players in the social world have been over the past few years…Instagram and Pinterest which are based on pictures.  And now you’ve got the emergence of live streaming video apps like Periscope (Which I think is going to be massive) and Meerkat!

But why have these channels become so popular?

It really comes back to how we learn and retain information, as this image from HubSpot shows you.

Instagram for Personal Trainers

But one big mistake is not creating images in the right size for the channel you’re posting on.  And with the ever changing world of social media, it is hard to keep up.  So here is a great resource from Canva that maps out exactly what sized images to use where.

The Complete Social Media Image Size Guide: With Awesome Design Tips [Infographic]

Now if you really want your posts to capture your audiences attention, I recommend using a great headline to go with your images.  Just like a headline will grab your attention in a magazine, so to will a great headline in your social media posts.  This works especially well for videos!

Now you know exactly what size your images should be and how to grab even more attention by adding a headline.  So use these two social media tips for personal trainers and get out there and capture your fans attention!


3 Ways To Increase Your Facebook Post Reach for Fit Pros

Facebook Tips for Trainers









With more and more businesses turning to Facebook it’s getting harder to get your message seen. Nearly every time the topic of Facebook comes up at a convention I’m speaking at someone complains about the lack of reach their posts are getting now.

Facebook for Personal Trainers

But instead of complaining about this, take it as constructive criticism that maybe your audience doesn’t like what you’re sharing. Basically, the less your fans click on your posts, the further down Facebook’s algorithm your page gets pushed. So it’s actually your fault that your posts are showing up to your fans.

Don’t worry though because I’m going to share with you X ways that you can start to get your posts to show up in your fans newsfeed again.


  1. Start using video’s

As of right now, video’s are getting the best organic reach (non ads) on Facebook and I don’t see this changing any time soon. As of June 2015 there are 4 Billion video views a day on Facebook. So jump on this trend.

And just take a look at how quickly Facebook video’s have been growing!

Facebook Tips for Personal Trainers
One little tip when creating your video is to try to make the start of your video’s stand out and grab people’s attention. Just think about how fast you scroll through your newsfeed. If you’re not catching people’s attention then they probably won’t stop to watch it.  Also, try not to say anything that your viewer needs to hear in the first 5 seconds because until they tap the screen or un-mute the video, they won’t hear anything.

  1. Ask Your Fans


Ask Microphone Questions Answers Cord Inquiry

Instead of just assuming you know what they want to see, actually ask them what type of content they would like you to share. This way you know for a fact you’re giving your fans stuff they will engage in. And if you’re not sure what to post, just copy this:

What Do You Want?

We don’t want to be like all those other pages out there and just post useless stuff.   We want to provide you great stuff that actually helps, so let us know in the comments section what types of things you like to see more of on our page. For example, would you like more recipes, quick home workouts, motivational quotes or simple cooking tips. Or is there something else you want? Let us know, we’re all ears!


  1. Client Shout-outs

Facebook Marketing for Gyms

Start featuring client results or just a group picture of a great group training session on a regular basis. Pick a day of the week and share one of these EVERY week. And then be sure to tag your clients in the post.

And before you say that you can’t do that, give me a second to explain. Pages are only allowed to tag other pages, so that’s why you’re not able to tag clients. But all you need to do is switch to your personal profile once you’ve already posted the picture on your business page and tag your client. The only time this will not work is if that client has set up their privacy settings that doesn’t allow this.

Here is a quick video that shows you how to do it:


So there are 3 ways you can start to get more of your posts to start to reach more fans that won’t cost you a cent! Now get to it.





Marketing Fitness To Baby Boomers

Baby Boomer Fitness Marketing

In this episode I interview Art McDermott.  Art’s has done A LOT over his career as a fitness professional, but is now doing something very unique for fit pros.  In this episode we go deep on marketing fitness to Baby Boomers.  And if you’re not looking at trying to at least add some type of programming for this extremely underserved market, then you could be missing out on a huge opportunity.

To Find Out More About Art:

Click Here

What We Cover in This Episode:

  • Why you need to “Plant Your Flag”
  • The biggest mistakes fit pros make in their marketing
  • What words attract boomers and what words repel them
  • How to craft your first marketing piece
  • The best way to attract boomers into your facility
  • How Art used a special assessment tool to attract a never ending supply of clients
  • And much more


Get Art’s Cheat Sheet:

Click Here to Get The Cheat Sheet


Find out more about the Todd Durkin Mastermind Institute CLICK HERE


FPP #39 with Mike Robertson on Breathing & Physical Preparation

Mike Robertson

This week I’ve on Mike Robertson on the podcast.  Mike’s has been around for over decade and has produced a ton of great information.  It’s long overdue to have him on the show and this could have easily turned into a full day of talking shop, but I decided to wrap it up after about 50 minutes as it’ was getting too close to Mike’s bedtime!

To Find Out More About Mike:

Click Here

Find Out More About Physical Preparation 101:

Click Here

What We Cover in This Episode:

  • The difference between reaching and rowing and why these need to balance out
  • Common mistakes fit pros make
  • Whether or not you should be doing assessments
  • The truth about training breathing
  • What the R7 approach is and why you need to understand this
  • And so much more


Mentioned in the show:

Magnificent Mobility

Are you full of hot air video

Postural Restoration Institute

Find out more about the Todd Durkin Mastermind Institute CLICK HERE