Personal training clients, and a plan for when January ends.
Personal training has the most predictable demand curve of any service we work with. January is enormous, September is solid, and the rest of the year is a slow grind that most trainers never solve.
The trainers who build a real income are not the ones who win January hardest. They are the ones who keep the January clients past March.
Everything, from the ad to the booked call.
January and September campaigns
Budget concentrated where the intent genuinely is, rather than spread evenly across a year that is anything but even.
Retention-focused offers
Structures that sell a block rather than a session, because the economics of this business are entirely about how long somebody stays.
Small-group and semi-private
Better margin per hour, lower price per client, and a far easier sale than one-to-one.
Online and hybrid coaching
A different product with a wider catchment, run as its own campaign.
Social media, fully run
Posted and monitored, because clients choose a trainer on whether they can imagine themselves with them.
The form asks first, so your phone rings second.
Every campaign sends the click to a lead form that asks the qualifying questions before the enquiry reaches you. For personal trainers, that means:
- 01What is the goal, and by when?
- 02Have you trained with someone before?
- 03One-to-one, small group, or online?
- 04How many sessions a week are realistic?
- 05County and area
Then one number every Friday: spend, leads, cost per lead and what we are changing next week.
leads at €2.75 each on €57.78 of spend for a home-improvement client
qualified leads per month for a Dublin trades business
Every figure comes from a client we can put you in touch with. We do not name clients in ads or on this page. See more on the results page.
Winning January is easy and mostly worthless
Anyone can fill a January with discounted introductory offers. Most of those clients are gone by the middle of February and the trainer is back where they started, having discounted their rate in the process.
The campaign should be built to sell a twelve-week block to somebody with a specific goal, not a taster to somebody with a resolution. Fewer enquiries, considerably more revenue.
Small group is the under-sold product
One-to-one is the hardest sale in the category: highest price, most intimidating, and a big commitment from a stranger.
Small-group training is cheaper for the client, better per hour for you, and far less daunting for somebody who has never done this. Most trainers advertise the hard product and wonder why the enquiries stall.
€1,500 a month. Everything included.
Meta advertising fully managed, lead forms that qualify, social media fully run, all creative every month and the Friday report. Google Ads managed on top: €2,000 a month. No setup fee, no contract, month to month. Advertising spend is paid directly to the platforms and stays in your control.
Every county in Ireland.
Campaigns are built around the towns you actually cover, not a county name. Counties where we see the most demand for personal trainers:
Straight answers.
Should we discount in January?
Generally not. It attracts the clients least likely to stay and it devalues your rate for everyone who is already paying it.
What should we sell instead of sessions?
A block with a defined goal and an end date. It converts better and the client stays far longer.
Is small-group worth pushing?
For most trainers it is the better product — easier sale, better hourly rate, less intimidating for beginners.
Does online coaching work?
For some trainers, well, and it widens the catchment enormously. It is a different campaign and a different price point.
What should we measure?
Clients retained past twelve weeks, not enquiries received. Only one of those pays your rent.
What does it cost?
€1,500 a month with everything included, month to month.
Find out what you're missing.
A free growth audit of your Google map results, reviews, website and the ads running in your county. Sent as a PDF within 24 hours. No call needed.