Business & Clients
Messages That Find Clients
From the FASTER syllabus: this article is taught in full in The Fitness Business Accelerator →
In short: Standing out is not about copying what works for others; it is about finding your own truth and point of view, then building consistent, layered messages that speak directly to the clients you want.
It is about to get tough out there. The industry is filling up with personal trainers, nutritionists and life coaches all fighting for attention on social media. Picture the flood: people stood in front of flip charts and white walls, over-explaining an exercise, sharing what to eat, how to detox, and endless offers to get you fit.
To stand out in that noise, you have to work to find you. Copying what is already out there only helps you blend into the rest of the industry. To be you, you need to find your truth and be specific with every word, sentence, paragraph and story beat in everything you put out.
Why I coach this
I have been in the industry since 1994 and hold an MSc in Sports Science. I have also spent years as a touring improviser and sketch writer. That mix matters: it is exactly what helps you deliver your message in your own way, using your own sense of humour and your own truth, at the right time and in the right medium.
I co-teach this with Joanne Groves, who trained to degree level as an actress and has taken the fitness industry by storm, starting on reception in a health club and going on to present internationally at IDEA World. Between us we help you find your space in the market and generate real work. We do all of this online.
12 things to do consistently
Do these consistently, and preferably in a group, and you will stand out from the industry and grow your following, your client base, your prices and your reputation.
- Use a group of friends to help you find your specific thoughts on the industry.
- Define your personal and business character traits, wants, needs and the issues you hold most important.
- Using feedback and regular writing, identify the parts of your character, wants and needs that make your clients love you.
- Define your company's and your own points of view.
- Develop a 12-month plan of messages.
- Build the skill of writing a clear premise for every post before you write it.
- Define your company's clear difference, which is your niche and your truth.
- Define each individual post's clear difference, again its niche and truth.
- Set the goal for each post and make sure every sentence reinforces it.
- Build posts with layers of action that support the goal message.
- Define the stakes for each series of posts, so they feel important to read.
- Build content through a real process: finding your truth, then enhancing it for delivery using lists, definitions, refined writing, editing and production.
The common thread
Notice what runs through all twelve: none of it is about chasing the algorithm or mimicking a trainer whose content is doing well. It is about knowing exactly who you are, what you believe, and who you are talking to, then saying it with intent. That is what makes a message land, and what turns attention into clients who stay.
If you want clarification on any of these, I am happy to chat. Drop me an email at John@fasterglobal.com.
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PT Manager is yours to learn on from the day you sign up. Using it with real clients comes once you hold your Level 3 and are listed on the FASTER Trainer Register.
See all 51 tools
Set-up
- Import clients Bring a whole client list across in one go.
- My quotes Daily lines your clients see — yours, not stock.
- Programme templates The programme shapes you reuse — a session or twelve weeks. Pick one for a client, get your own copy.
- Exercise library Every exercise with FASTER coaching detail.
- Money Products, payments and who owes what.
- Send from your own email Connect your own email service so invites arrive from you, on your domain.
- My brand & client view What your clients see when they walk in — views, header, accent, logo.
- Your enrolment pack What every new client gets the moment you enrol them — your forms, ours, or a mix.
- Products and services What you sell — blocks, packages, memberships and one-offs, with their prices.
- Insurance Your policy on record — provider and expiry. Client features unlock while it is valid.
- My menu Switch any tool on or off — for your menu, your home and your whole account.
- Your website A free website on your own web address, filled from PT Manager. Or just the client sign-in door on your domain.
- Your public page Your verified Trainer Register listing, linking out to your own site and socials.
Business day to day
- Clients Your client list — invite, open a client, manage their space.
- Clubs Group your clients — a board they share, a programme or a monthly price if you want one.
- Challenges A dated push everyone logs against — for everyone you train, or for one club.
- Calendar Sessions, classes, capacity and bookings.
- Reminders The dates your business can't let lapse — insurance and first aid, nagged ahead of time.
- Nudges Who needs a nudge today — opportunities, one tap each.
- Who needs chasing Every conversation about money, in the order to work through them.
- What needs doing Your own list, in your own words — the jobs you keep meaning to get to.
- Till Sell at the desk — cash, card or on their phone — and download the sales sheet.
- What you are making What is coming in every month, what was paid in the last 30 days, and what sells.
Templates and systems
- Forms & interviews PAR-Q, consent, consultations and your own forms.
- Coaching room The coaching tools shelf — wheels, journeys and resources in one place.
- Radar wheels Build a life or performance wheel a client fills in — see change over time.
- Nutrition by FASTER Nutrition sheets and habits without meal-plan pretence.
- Pathways Automated coaching journeys you assign to clients.
- Programmes Start a programme — a session, a month, 12 weeks or a season — and find the ones you have built.
- Games & drills planner Build game-based sessions and drills.
- Sport screens Pick a sport — the shots to film, the analyser, and a ready-made radar of the qualities that matter.
- Movement screen → radar Read joint angles off the analyser — they auto-score and fill a radar wheel.
- Assessment builder Build and run client assessments and re-tests.
- Tag analytics Every tag across your clips, grouped and exportable.
Client
- AI prompts Your reusable prompt library for coaching copy.
- Before & after Side-by-side progress comparisons.
Trainer tools
- Exercise generator Fresh exercise ideas from constraints you set.
- FASTER dice & wheel Spin-and-roll session variety for groups and games.
- Movement demonstrator A 3D model of the FASTER movement patterns — body or skeleton view, prime movers lit up, live joint angles.
- Client video analysis Your media library — client folders and your own. Pick a clip to analyse.
- Movement by FASTER (HMAC) Human movement analysis charts — see how a client moves.
- Live analysis Mount your phone and coach live — skeleton, reps, angles and depth in real time.
- Tell a group One thing, to the right people — and you see exactly who it reaches first.
Media centre
- Video builder Reels, stories and client report videos, in your own branding.
- Image builder Branded posts and cards for your socials, at the right size.
- Shot list builder Every shot with its size, angle, lens, location, people, kit and sound; sorted into shooting order, ticked off on the day, printed or sent as a sheet.
- Storyboard builder Plan a video shot by shot: what the camera sees, what is said, the move and the cut.
- Script writer Write what you will say, with the word count and how long it takes to say.
- Teleprompter Read your script off the screen at your speed, and film yourself behind it.
- Video and image organiser Everything you have made and every source you can pull from.
- Ad builder Make your own ads, coached as you go, in your branding. As many as you like, no fee, no cap.
Frequently asked
Why do most trainers' messages fail to stand out?
Because they copy what everyone else is posting, which blends them into the industry instead of separating them from it.
What is the single most important thing to define first?
Your own truth and point of view, both personal and for your business, so every post reinforces something distinctive rather than generic.
Should I plan content in advance?
Yes. A 12-month plan of messages keeps you consistent and lets each post build on the last rather than being reactive.
Does working in a group help?
Yes. A group of friends or peers helps you find and sharpen your specific thoughts on the industry and gives you honest feedback.
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