Stop Chasing, Start Training
If you’re a personal trainer in Brisbane, you didn’t get into this business because you loved the idea of spending six hours a day on your phone trying to 'hustle' for new business. You did it because you’re good at helping people get fit, lose weight, or feel better.
But here’s the reality: being a great trainer isn't enough to pay the bills. I’ve seen some of the best trainers in Fortitude Valley and Coorparoo go back to full-time office jobs because they couldn't get enough people through the door. Meanwhile, the guy at the gym with half your knowledge has a full roster because he knows how to get people to say 'yes'.
Most advice you see online about marketing for PTs is rubbish. It’s written by people who have never had to stand on a gym floor at 5:00 AM in the middle of winter. They tell you to post three times a day on Instagram or 'build a brand'. That doesn't pay the rent.
You need a system that brings in steady enquiries so you can focus on training. This guide is about exactly that. No jargon, no 'algorithms', just a straight-up plan to fill your roster and keep it that way.
The Problem: You’re Selling Work, Not Results
Most PTs make the same mistake. They try to sell 'sessions' or 'packages'.
Nobody wants to buy 'sessions'. A session sounds like work. It sounds like sweat, sore muscles, and effort. What people actually want is the result. They want to fit into their old clothes, they want to be able to play with their kids without getting winded, or they want to look good for a wedding at a Gold Coast resort in three months.
If you want to get more health clients without feeling like a used car salesman, you have to change what you’re offering. Stop selling an hour of your time. Start selling a 12-week transformation or a 'Summer Body' result. When you sell the outcome, the price becomes less of an issue.
Step 1: Fix Your Google Presence (The 'Digital Shopfront')
When someone in Brisbane decides they need a trainer, they usually do one of two things: ask a friend or search Google.
If you aren't showing up when someone types 'Personal Trainer [Your Suburb]' into their phone, you are invisible. You’re handing money to your competitors on a silver platter.
Your Google Business Profile
This is the most important tool you have. It’s free, and it’s how you show up on the map.Get Reviews: This is non-negotiable. I’ve seen a trainer in Chermside double their enquiries just by getting 20 new five-star reviews. People trust what other people say more than what you say about yourself. Use Real Photos: Don't use stock photos of models. Use photos of your actual clients (with permission) and your actual gym space. People want to see where they’ll be training. Post Updates: Treat it like a notice board. Post a 'Client of the Week' or a quick tip once a week. Google likes this, and it shows you’re active.
Your Website Must Work on Phones
Most people will find you while they're on the bus or sitting on their couch. If your website is slow or hard to read on a phone, they’ll leave in three seconds.Your website doesn't need to be fancy. It just needs to do three things: 1. Tell them exactly what you do. 2. Show them proof (results). 3. Tell them exactly how to contact you.
If you want to fill your clinic or gym space, make sure your phone number and a 'Book a Consult' button are the first things they see. Don't hide them on a 'Contact' page.
Step 2: The 'Referral Loop' – Your Cheapest Lead Source
It costs five times more to get a new client than it does to keep an old one or get a referral. Yet, most PTs forget to ask.
I’ve worked with a gym in Morningside that grew entirely through referrals. Their secret? They didn't just 'hope' people would tell their friends. They incentivised it.
The 'Mate’s Rates' Strategy: Tell your current clients: 'If you bring a friend and they sign up for a month, I’ll give you two weeks of training for free.'
This works because: It rewards your loyal customers. People like training with friends (so they stay longer). It costs you nothing but a bit of your time.
Step 3: Stop Wasting Money on 'Brand' Advertising
I see PTs spending $500 a month on Facebook ads that just show a photo of them lifting weights with the caption 'Enquire Now'. That is a waste of money.
If you’re going to spend money on ads, you need an 'Offer'. An offer isn't 'I’m a good trainer'. An offer is 'Free 7-Day Trial' or '21-Day Kickstart for $99'.
You need to give people a low-risk way to try you out. Once they get in the door and see how good you are, then you can sell them a long-term package.
Step 4: The 'Local Hero' Strategy
You are a local business. You don't need to be famous on the internet; you just need to be known in your suburb.
Go to the local supplement shop, the physiotherapist, or even the local café. Introduce yourself. Don't ask for anything yet. Just tell them you’re a trainer nearby and you’d love to refer your clients to them if they’re ever looking for services like theirs.
When you start sending people to the local physio, guess who they’re going to recommend when a patient says 'I need to lose some weight but I don't know where to start'?
Step 5: Follow Up or Fail
This is where most PTs lose the most money. Someone sends an enquiry on a Tuesday night. The PT doesn't reply until Thursday afternoon. By then, that person has already messaged three other trainers and booked a trial with the one who replied in ten minutes.
If someone reaches out to you, call them. Don't just text or email. A phone call builds rapport instantly. It shows you’re a professional.
The 5-Minute Rule: If you reply to an enquiry within five minutes, you are 10x more likely to sign them up. If you wait an hour, your chances drop off a cliff.
How Much Will This Cost?
Google Business Profile: $0 (Just your time). Referral Program: $0 (Just a couple of free sessions). Local Partnerships: The cost of a few cups of coffee. Website Fixes: A few hundred dollars if you hire a pro, or a weekend of your time if you do it yourself.
- Facebook/Instagram Ads: I wouldn't suggest starting with more than $10–$20 a day until you know your offer works.
How Long Until You See Results?
If you fix your Google profile and start asking for referrals today, you can have new enquiries by next week. Local partnerships take longer—usually a few months to start seeing a steady stream of people.
Summary of Your Action Plan
1. Claim your Google Business Profile and ask your 5 best clients for a review today. 2. Change your 'Sales Pitch' from 'Sessions' to 'Results'. 3. Create a Referral Offer and tell every single client about it this week. 4. Visit 3 local businesses near your gym and introduce yourself. 5. Respond to every enquiry within 10 minutes. No excuses.
Look, I get it. You’re busy. You’re tired. But if you spend just 30 minutes a day on these 'business' tasks instead of scrolling through fitness memes, you’ll have a full roster within three months.
Most of what you hear about 'influencer' marketing is rubbish for a local PT. You don't need 10,000 followers. You need 30-40 loyal clients who pay you well and stay for years. Focus on the locals, focus on the results, and the money will follow.
If you want help setting up a system that brings in these leads automatically so you can get back to the gym floor, reach out to us at Local Marketing Group. We help Brisbane businesses get more phone calls and more bookings without the fluff.
Ready to grow? Let’s chat: https://lmgroup.au/contact