We all know that social media is the key to marketing a personal training business these days. Instagram and Facebook are full of fit, perfectly coordinated people demonstrating workouts and plugging their fitness plans and coaching services. These highly visual platforms seem tailor-made for this profession.

But don’t neglect that white-collar classic: LinkedIn. It might seem an odd choice to attract clients, but it can be a very effective (and underrated) tool to boost your fitness business.  Used properly, it can bring you a whole new clientele. Here’s some tips on how to set up a profile and expand your business reach- no briefcase required.

Focus on the visuals

Photos are still a vital part of LinkedIn success, but forget the Instagram look of chiseled abs and bare chests.  Strike a balance between clean, healthy, and marketable without veering into selfie territory. Remember that this is a professional site, so make your brand fit with the aesthetic. Someone checking out your business on their work computer shouldn’t be embarrassed and flustered when their boss walks by.

Find your niche

We know that most workers on the site will be office-based and living largely sedentary lifestyles, at least during work hours. But marketing to all of them simultaneously will just result in getting lost in the sea of competition. What makes you stand out? What do you specialize in, and where does your experience lie? Out of everyone on LinkedIn, who do you want to train with you? The more specific your demographic, the easier it’ll be to land your next client.

All of these people are on LinkedIn.


Piggybacking off that last point, you need to be extremely diligent in what wording you’re using on your profile, including a catchy headline. Anyone searching on LinkedIn should be able to find what they’re looking for easily, and the more relevant keywords you have, the more chances you have of being found. Because let’s face it: some of the best clients are the ones that seek you out, since they know what they want. Make sure it’s you.

Build your network

Just like with any other social media platform, you’ll have to be patient to build a following. That means commenting on people’s posts, showing updates and progress about your business, and actively following up and connecting with others. Plus, the more followers you have, the more people will be able to see and share your top-notch fitness content. This isn’t a marathon, it’s a sprint. Build your reputation and use clients to create testimonials and skill recommendations that others can see.

Link to other platforms

This works in two ways. You’re continuing to engage people and build on their interest in your services. All your content should be different so that people who follow you on multiple platforms aren’t bombarded by identical content. Maybe LinkedIn isn’t the place to post your workout for shredded abs, but that doesn’t mean you can’t have it on your Instagram page for your followers to see. Plus, providing links to your website/Facebook/Instagram gives potential clients more ways to reach out to you, which is never a bad thing.

Like any social media marketing, finding the key to your LinkedIn success all depends on how you use what’s available to you. Remember that you can also snoop on other trainers’ pages and take inspiration from successful companies and colleagues. Make the most of your many options and explore these uncharted territories!