In this post, we will describe the best social media strategies to use as a coach or a trainer. We will also show how to plan a social media strategy for a health-care company, which requires a lot of planning and a little bit of creativity.

Before social media became the necessary part of any business, coaches and trainers needed to think of ways to help their athletes get the most out of this technology. A few years ago, there were very little practices or tricks that coaches could implement. The social media landscape has changed for the better, and has proven to be a great way for athletes to get in touch with coaches. With so many ways to stay in touch, coaches have to be continually on the lookout for new ways to utilize social media tools.

How can coaches and trainers use social media to promote, engage, and serve their sports teams, organizations, and communities? How can coaches and trainers use social media to support their teams’ successes? How can coaches and trainers use social media to connect with their team’s supporters? How can coaches and trainers use social media to connect with their communities? How can coaches and trainers use social media to serve their sports teams, organizations, and communities?

Coaches struggle to build an active social media following for a variety of reasons, ranging from a lack of knowledge to a fear of failure. However, it may not be as difficult as it seems. Try this basic yet powerful advice from professionals who have built successful companies using social media.


Frustrating. Useless. Scary. Humbling.

These are just a few examples of how coaches have described their experience utilizing social media to promote their businesses.

Maybe you can relate.

It’s possible that you’ve tried Facebook, Instagram, YouTube, or Twitter but were disappointed with the outcomes. Or maybe you have no clue where to begin.

You may be concerned that you will fail. Or that you’ll be squandering your time.

How could you possibly compete with the legions of well-known social media gurus? Those with tens of thousands, if not hundreds of thousands, of followers?

All of these are valid concerns.

That’s why we talked with some of the most successful Certification graduates—amazing coaches who receive the majority of their customers via social media.  

They went from having no followers to having a successful coaching company, despite having no previous training or understanding of social media other than what they used in their personal lives.

You can do the same thing.

Learn how they overcame the most frequent social media problems and how you may apply their tips to your own efforts.

But, much as with body and health changes, don’t expect to see results right away.

It’s only a matter of picking little activities that you can perform on a regular basis and that suit your lifestyle and attitude.

All of this is so you can assist more people attain profound health and develop your company the way you choose.

And in a word, we’d say that’s fantastic.


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“There are so many social channels, I don’t know where to begin,” says the first challenge. I can’t keep up with them all!”

It isn’t essential to cover all of your social bases.

Just start with one.

On the first day, you wouldn’t expect a new customer to embrace many new diet and exercise habits. It’s excessive. Expect nothing more from yourself.

“One of the greatest errors I see, particularly with rookie coaches attempting to get online, is that they’re on Facebook, Instagram, Snapchat, Periscope, and Twitter. And they aren’t focusing on any of them,” says Christie Miller, PN2, a 53-year-old former corporate attorney who launched her own coaching company, EatTrainWin, in 2014.

But isn’t it true that you have to be everywhere? Christie, who amassed almost 50,000 Facebook followers by focusing on a single topic, disagrees.

Mike Doehla, PN1, is the creator of StrongerU, a nutrition coaching company that began as a one-man show four years ago and has now grown to over 50 instructors.

He admits, “I nearly downloaded Snapchat a few times because I heard it was the hottest new thing.”

“In the end, I decided against it since switching to another social network would mean spending less time where I was already reaching people.”

Rather, he focused on growing his Facebook group, which currently has over 15,000 members.

So, which one do you think you should go with? Christie advises sticking to what you’re familiar with.

She began with Facebook since it was the site she was already familiar with. As a result, there was little to no learning curve.

She claims that “95 percent of my customers now come from Facebook.”

Another thing to consider is where your employees are.

Mike picked Facebook because his target customers are 40-year-old women and men. Where do they “hang out?” he wondered.

  • They aren’t likely to be Snapchat addicts.
  • They aren’t likely to spend hours watching videos on YouTube.
  • They most likely don’t use Instagram.

They’re mainly on Facebook, and they’re in groups, he determined.

So that’s where Mike spent the most of his time—and still does—posting, and it’s paid off in the shape of a full customer list and burgeoning company.

You may not know where your target audience spends their time. And that’s OK. This Pew Research poll, for example, may offer valuable information.

But, most importantly, don’t overthink things. Simply choose depending on your own degree of comfort and preferences, since this is likely to result in the greatest fit.

“There are tens of thousands of instructors on social media—it seems hard to stand out.”

This isn’t an issue that just affects you. Alternatively, you might use social media.

Whether it’s on Instagram or in their local community, every coach faces the same issue.

How do you compete with Gold’s, YMCA, and Planet Fitness in your region, for example? Or how about the well-known training expert, whose 30,000-square-foot facility was just extended… once more?

You don’t, to be sure.


Concentrate on your distinct talents.

What you love to do and what you do well come together to form your unique talents.

What gives you the greatest satisfaction when it comes to coaching? Who is it that you want to assist the most? What are you really exceptional at?

You’ll immediately build a more vivid picture of your audience by finding out the answers to these questions. These are the individuals you want to work with the most and who will benefit the most from your assistance.

Coaches that are effective on social media are very clear with themselves about who their ideal customers are.

This is how they break through the din and get their message through.

However, you must be quite specific.

  • What are their ages?
  • What do they do for a living?
  • What are the most pressing health concerns they have?
  • What do they prefer to do in their free time?

Take, for example, Christie’s strategy.

She adds, “My ideal customer is basically me before I lost weight.”

This lady, according to Christie, is 53 years old. Perhaps she has children who are no longer living at home. She’s a successful businesswoman or professional, and virtually every aspect of her life is going swimmingly.

This is what keeps her up at night:

Why can’t I lose weight if I’m so smart?

She enjoys:

  • BMW, Nordstrom, and Whole Foods are just a few examples of well-known brands.
  • Wine, convenience, and eating out are all things that come to mind when thinking of dining out.
  • Brené Brown, Tony Robbins, and Jack Canfield are examples of inspirational and self-development writers.

She also wants to attempt reducing weight without deprivation or hours of exercise for the first time in her life.

Christie finds it much simpler to interact with followers on a meaningful level now that she has such a detailed image of people she wants to engage on social media—and possibly work with as clients.

She knows precisely who she’s talking to and is really interested in assisting them.

This also helps in the resolution of another frequent (and related) issue: In your social media postings, what do you say?

It suddenly becomes more natural when you have someone particular in mind.

Melissa Boufounos, CHN, PN1, a nutritionist who works with obstacle course racing athletes and has a full calendar due to her social media efforts, says, “Because I know my audience so well, I’ve selected one female and one male client that are in my mind while I’m writing.”

Melissa has discovered that the more precise she is in her targeting of those individuals’ problems and wants, the greater the reaction she receives.

“I don’t have many followers,” says the third challenge. How am I going to find customers?!”

Christie compares building a company online to cooking in a crock pot. “However, everyone anticipates the presence of a microwave.”

Let’s start at the beginning: we’ve provided tips from Christie and Mike, both of whom have large social media followings.

That is the result of sustained work throughout time. However, each will reassure you:

You don’t need 50,000, 20,000, or even 1,000 followers to start using social media to build your company.

Melissa’s Instagram followers are in the mid 1,200s, but they’re a major driver of her company since they’re very responsive.

She often writes on niche subjects that “most people” are unlikely to be interested in. That’s because her target audience isn’t “most people,” but obstacle course racers. And they’re eager to hear what she has to say.

That just goes to show:

The quality of your audience is much more important than its number.  

Christie explains, “When I initially began, I spent some money on a campaign to acquire followers.” “It was successful. However, some of my early fans weren’t my ideal customers.”

People who interact with her organically—through one of her postings or a referral from a friend—are the ones who ultimately sign up for her programs.

So discover value in your current network, since it’s likely to be rich with opportunities.

The reality is that most of us already know enough people to be effective trainers.

The difficult part, of course, is persuading them to collaborate with you. And, as long as you have a strategy in place, social media may be a fantastic method to do this.

That leads us to our next task…

This isn’t because you’re a terrible coach.

You’re not being smart about when and how you invite folks to join up, thus this occurs.

And take heart: tens of thousands other coaches and companies are in the same boat.

However, there is a better approach, and it may help you stand out even more.

According to Melissa, this approach is known as the give-give-ask strategy. Long before you ever ask for money, this three-step approach helps you establish a connection with individuals who may be interested in your services.

The first step is to provide free counsel.

Melissa has gotten the majority of her customers by doing just that.

She’s a member of many Facebook groups for obstacle course races, where she might find a lot of prospective customers.

She’ll reply if she sees someone ask a question to which she has an answer.

However, she adds one crucial caveat: “I don’t respond as if I’m seeking for business.”

You must really be giving in order for this approach to succeed.

Giving entails:

  • Answering a question about nutrition
  • Share a blog post you’ve authored that pertains to a topic that’s been asked.
  • Offering assistance, words of encouragement, or a sympathetic ear

Giving is not the same as:

  • Getting the word out about your coaching services
  • Directly requesting that someone join your program
  • Getting others to like your page, follow you, or enjoy your articles is a good way to start.

The greatest aspect is that it positions you as an authority figure. Not by proclaiming, “I’m an expert.” Rather, by sharing your expertise and allowing others who benefit to make their own decisions.

Step 2: Be authentic.

Giving entails revealing your true self to others.

Christie realized she had gained seven pounds after returning from a recent trip.

Rather of concealing her “slip-up” from her fans, she went on Facebook Live to talk about it.

It had been a very trying year. Her spouse’s identical twin died of cancer at the same time that her husband did. As a result, they’d been extra careful with their diet and hadn’t had any alcohol in months.

When they went on vacation, though, they let free. In a big way.

Christie describes the experience as “terrible.” “It came to the point where I would wake up in the morning and feel irritated that I was still alive.”

She spelled out precisely how she was going to get back on track, step by step, after she told her story.

This resulted in a barrage of private messages and emails.

Christie’s fans, it turns out, believed she was flawless.

Christie was able to demonstrate she was both approachable and human while establishing her authority as a coach by giving them an inside look into how she’d use her nutrition knowledge to bounce back by giving them an inside look into how she’d use her nutrition expertise to bounce back.

So, be genuine and vulnerable. It will make you much more appealing to others.

Step 3: Ask for what you want.

If you attempt to “sell” your audience too forcefully or too early, you risk losing the chance to collaborate with them.

But here’s how Carolina Belmares, the owner of Sweat Glow Fitness, handled it correctly.

She discovered a group of Latina women who shared her desire to live a healthy lifestyle.

Carolina established a reputation as a nice, unselfish, and helpful person by commenting on other people’s blogs and answering concerns about diet and fitness over the course of many months.

She surrendered. And then he gave. And then he gave.

She just put up a single post after all of this to let folks know she was taking on new customers.

What is the outcome of this strategy?

Carolina acquired eight new customers in a single day.

So, before you publish a sales link or invite individuals to join your coaching program, consider these questions:

  • Have I already established myself as a leader in this community?
  • Is it true that people know, like, and trust me?

Make your request if you can respond “yes” to both of these questions. If not, devote a bit extra time to your preparation before delivering your proposal.

And if you’re still apprehensive about asking at this point? Continue reading.

“I despise writing sales posts,” says Challenge #5. They don’t feel genuine, and I can tell people aren’t fond of them.”

“We don’t need anybody to register. “All we do is display our work,” Mike explains.

And he’s not only referring to before-and-after shots. Stories, according to Mike, are what truly resonate.

Mike asked customers to share their experiences with his coaching program over the previous year on his Facebook company page in January.

He recalls thinking that 10 to 15 people would comment.

Instead, over a hundred individuals shared their pictures and stories.


The reaction was overwhelming when coach Mike Doehla encouraged clients to share their transformation experiences on Facebook. Testimonials “actually help you build your company.”

This huge testimonial is now prominently displayed on his Facebook page.

And all he had to do to get there was… Be an excellent coach and encourage your clients to contribute.

“Look after your customers and provide them with the finest service and guidance you can. Then they’ll actually build your company for you,” Mike explains. “Happily satisfied customers bring in additional customers.”

So hone your abilities as a coach.

You must be the greatest coach you can be if your customers want to share their wonderful achievements with the rest of the world.

“I’m spending so much time on social media that it’s taking over my life,” says Challenge #6. Help!”

“Social media can eat up a lot of time, particularly for novice coaches,” Christie adds.

Use these three techniques to prevent falling into the time-wasting black hole.

Make time for socializing.

Christie sets aside a portion of her day for social media activity, and she restricts the majority of her posting and commenting to this time frame.

Isn’t it a brilliant idea? You’ll be a lot more efficient by bucketing your activities than if you performed them all at once, fracturing your day and perhaps disrupting “you time.”

This may take a significant amount of self-control when you initially begin. But keep in mind that it’s all for your own good.

Granted, this is most likely in the category of “obvious advice you know but never follow.”

If that’s the case, consider how you might assist a client in eating more veggies.

In other words, you’re a good coach. Make use of them to assist yourself.

Log in with a goal in mind.

Mike advises, “When you login into social media, make sure you’re going there to either publish something or interact with clients.”

Maybe your objective is to respond to three posts in a nutrition group with advise.

Maybe all you want to do is react to anything you’ve been tagged in.

Or maybe you’ll read and participate for 30 minutes (maximum!).

However, you should have a strategy in place. Otherwise, you’re likely to become distracted, and your whole day (or night) will be gone before you realize it.

To put it another way, utilize social media rather than allowing it to use you.

Use technology to your advantage.

There are many tools available to assist in increasing efficiency. You may need to experiment to find what works best for you, but our experts suggest the following two methods.

Make use of alerts.

Set up alerts for clients you follow on Instagram or are friends with on Facebook. That way, if they do anything, you’ll be aware of it.

“My whole idea is that people want a coach who is knowledgeable about nutrition as well as someone who cares about them. And it entails getting to know them better,” Mike explains.

One little gesture to demonstrate that you care? When you receive a notice that they’ve published anything, leave a remark. Pose a query.

Make it obvious that you’ll be there to encourage and congratulate them on their progress.

You don’t have to behave properly (remember your time limit! ), but you may use the alerts as a “to-do list” when you check in.

Make social media postings ahead of time.

It may be very time consuming to scramble each day for something to publish.

Melissa solves this issue by using a software called SmarterQueue, which enables her to plan postings ahead of time. When there isn’t anything fresh to publish, the software will auto-fill with an older post that she has marked as safe to reuse.

And that’s only one possibility. There are many time-saving applications available.

If you’re not sure where to begin, ask your colleagues coaches—or friends in other professions who utilize social media—what they use.

(If you’re a Certification student or graduate, you’ll have access to our community Facebook page, which is a great place to ask questions like this.)

Remember that although social media is an important component of your work, it is not the whole job.

Your employment title remains “coach” even if you just work online.

That is the single most essential point to remember.

Being an excellent coach solves a variety of issues.

It aids your clients in achieving better outcomes. This reduces worry and self-doubt, making it simpler to post on social media and solicit business.

All of this enables you to assist more individuals.

So focus the majority of your efforts on honing your coaching abilities and working with customers. Don’t worry if you miss a few days on Facebook or can’t post on Instagram for the whole week.

That occurs from time to time. And that’s OK.

Because you’re not in the social media industry.

You’re in the business of making a difference in people’s lives.

If you’re a coach or wish to be one…

It’s both an art and a science to guide clients, patients, friends, or family members through healthy food and lifestyle adjustments in a manner that’s tailored to their individual body, tastes, and circumstances.

Consider the Level 1 Certification if you want to learn more about both.

Social media has become the most effective way for coaches and trainers to market their business. Facebook, Twitter, Yelp, Pinterest, and Google+ are just some of the platforms they can utilize to advertise their business and reach out to their audience. However, it is important for coaches and trainers to make sure that the content they post on social media is worthwhile to their followers.. Read more about best social media platform for coaches and let us know what you think.

Frequently Asked Questions

How do personal trainers use social media?

Personal trainers use social media to promote their business and to advertise their services. They also use it to share workout tips, diet plans, and other helpful information with their followers.

How does social media marketing help coaches?

Social media marketing is a way to help coaches reach out to their audience and create a more personal connection with them.

What should a coach post on social media?

It is important to keep your social media posts professional. This means that you should avoid posting anything that would be considered offensive, or anything that could be seen as a violation of any company policy.

This article broadly covered the following related topics:

  • social media post ideas for personal trainers
  • social media and coaching
  • social media coaching template
  • risk of using social media as a fitness instructor
  • personal trainer without social media
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