线上教练wfpg Ot eBook

Welcome to the Wealthy Fit Pro Series
The fitness industry is beautifully flawed. It simultaneously

transforms lives and chews up and spits out many of its top
change agents. If you want to stick around, you must learn what
the certification programs don’t teach: the business and marketing
necessary for success.
The Wealthy Fit Pro Guides gather the brightest minds in the global
fitness industry to bring you the guidance you need at the lowest
price possible. You hold in your hands book two in this series:
Online Training. For many trainers who cut their teeth on in-person
training, usually in a gym, starting an online business as a part- or
full-time gig can be a gateway to helping more people, making more
money, and having more freedom. This book can show you the way.
I embraced the challenge of this series because when I started my

career I felt alone. I was lucky to come across mentors and read the
right books at the right time. If we want to make the world a better,
healthier place, it starts with passionate fit pros like you. You have
the potential to change lives, but it won’t happen if you can’t make
the money that you deserve.
I’m happy you’re here and excited for your career. Welcome, and let’s
dig in!
—Coach Jon
P.S. This book is the beginning. I’d love to connect with you more. Feel free
to friend me on my personal Facebook page at theptdc.com/fb and send
me a message anytime. My entire team and I are here for you.
Also by Jonathan Goodman and the Personal Trainer
Development Center
Books
The Wealthy Fit Pro’s Guides
Starting Your Career (Book 1)
Online Training (Book 2)
Ignite the Fire: The Secrets to Building a Successful Personal Training

Career (Revised, Updated, and Expanded)
Personal Trainer Pocket Book: A Handy Reference for All Your Daily
Questions
Viralnomics: How to Get People to Want to Talk About You
The Highly Wealthy Online Trainer box set:

Habits of Highly Wealthy Online Trainers (Book 1)
Marketing Breakthroughs of Highly Wealthy Online Trainers (Book 2)
All titles and an updated book list available at

theptdc.com/store.
Children’s Book
Adventure, Adventure Awaits For Us All
with Alison Goodman.
Available on Amazon.
Courses & Certifications

Online Trainer Academy
A comprehensive certification in online training.
theptdc.com/ota
Starting Your Career CEC companion course

theptdc.com/syc-cec
Advanced Marketing Resource

Fitness Marketing Monthly — The Complete Collection
theptdc.com/fmm
FR EE GIFT
Read (and Hear)
Your Wealthy Fit Pro
Guide Anywhere!
We want all fit pros to have easy and constant access to
the best career guidance. That’s why we created a special
deal: To accompany the WFPG print edition you hold
in your hand, we’ll give you the eBook and audiobook
absolutely free.
To get your free eBook and

audiobook for The Wealthy Fit Pro’s
Guide to Starting Your Career, go to:
theptdc.com/wfpg-ot
Enjoy with my compliments
–Coach Jon
Copyright ©2019 by J. Goodman Consulting Inc.
All rights reserved. No part of this publication may be reproduced,

distributed, or transmitted in any form or by any means, without the prior
written permission of J. Goodman Consulting Inc.
The Wealthy Fit Pro’s Guide to Online Training
ISBN: 9781073501946
Cover and interior book design by Growler Media
Bulk order discounts are available for fitness centers, education companies,
academic institutions, and mentorships. Please inquire by emailing
support@theptdc.com with subject line “bulk book order.”
The Wealthy Fit Pro’s
Guide to
ONLINE
TRAINING
JONATHAN GOODMAN
AND
ALEX CARTMILL
CONTENTS
INTRODUCTION – i
THE FOUNDATION OF A SUCCESSFUL

1
ONLINE TRAINER – 1
by Alex Cartmill
CHOOSE YOUR ONLINE BUSINESS

2 MODEL – 13
BUILD AN UNBEATABLE BUSINESS

3
MINDSET – 33
IDENTIFY YOUR IDEAL CLIENT – 51

4
PRICING AND PACKAGING YOUR

5
SERVICES – 67
CLIENT ONBOARDING AND PHYSICAL

6
ASSESSMENT – 85
HOW TO DELIVER ONLINE TRAINING
7
– 103
CLIENT RETENTION, FEEDBACK, AND

8
TESTIMONIALS – 109
FOUR FOOLPROOF MARKETING

9 STRATEGIES FOR ONLINE COACHING – 125
THE SECRET TO EFFORTLESS SALES – 143

10
AFTERWORD – 157
T H E W E A LT H Y F I T P R O’ S G U I D E T O O N L I N E T R A I N I N G i
INTRO D UC TIO N
Online Training Is
Your Next Step
The fitness industry is designed to abuse trainers.
You’re told to follow industry “norms,” be a good foot

soldier, stick to the rules. Well, I’ve got some news for
you: Industry norms generate average results. They
tend to bring everybody to the middle. The middle is
safe. And static, since your career never progresses. The
business model breaks us down, exhausts us, and leaves
us without much money at the end of it all. That’s what
you get following industry norms.
You have to challenge the norms. You have to listen to

and learn from others who have challenged the norms
themselves and found a better way. The fit pros who
refuse to challenge the status quo become frustrated,
burned out, and part of the sorry majority who will have
the casket closed at the end of the day wondering where
all their time went. Sorry to be so grim, but that’s a fact.
No career is automated. You aren’t guaranteed to hit

certain milestones or achieve levels of skill and income
just by showing up. You have to push for what you
ii J O N AT H A N G O O D M A N
want. You may just have to go against the grain, too.

You know, challenge some norms.
I know you want to. You wouldn’t be here otherwise. I

have the blueprint. So let’s do this.
It’s time to take your next step as a fitness professional.
Wait, what was the first step?

You’ve come to this book to learn about online training.
Before you do that, however, we should talk about
how you got here. The vast majority of online trainers
started out as one-on-one personal trainers who
reached a certain point of success but plateaued. Some
became gym owners and others decided that wasn’t for
them. In both situations, they’re looking for the next
level in their career, to earn more money and freedom
while doing what they love.
I hope that’s you, because if you haven’t spent any time

working one-on-one with in-person clients, you’re not
ready for this book.
I’m a realistic guy and believe it’s not just important,

but crucial for all trainers to get in-person experience
for a minimum of a year before starting online training.
You can probably make the business work, but I’d bet
you won’t do a good enough job with your clients. If
you can’t deliver results, no amount of marketing will
help you.
Training people online demands a much more proactive

T H E W E A LT H Y F I T P R O’ S G U I D E T O O N L I N E T R A I N I N G iii
approach. It requires you to anticipate the problems a

client is likely to have, and do what you can to prevent
them. Why? You can’t react as well to things that may
happen during their training.
Think of it this way: It’s like trying your luck on the

Olympic diving platform when you’ve never so much as
jumped off the one-meter springboard at your local rec
center. Sure, you might figure out a thing or two on the
way down, but imagine the pain if you don’t. One belly
flop from 10 meters will ensure you never try anything
that scary again.
Training clients in person is the equivalent of figuring

things out on that low board before you take your
chances on the platform. Do that for a solid one to
three years, and you’ll be ready for the next step toward
freedom.
What online training isn’t

You’ve no doubt seen and heard about all the juicy
financial possibilities of online training. One of my
goals with the Wealthy Fit Pro Guides is to be honest and
transparent with you at all times, so you should know
up front that I don’t view online training as a way to
magically make boatloads of cash with very little work.
If only, right?
In the past, people have accused me of turning online

training into a commodity, just another offering that
iv J O N AT H A N G O O D M A N
has you trading dollars per hour similar to a gym. That’s

not even close to the truth. I view online training as
a way to make life better for even more clients, people
who might not engage with a professional coach
otherwise. For them, it’s nothing but positives: more
convenient, potentially cheaper, and just as beneficial
as in-person. It benefits you, too. I think every fit pro
should have an online component. It is a tool to fight
back against the (sometimes) abusive fitness industry.
Online training can be a fantastic path to whatever you
want to do in the industry, and to the kind of life you
want outside of it. But, as you’ll soon see, it doesn’t
have to be all you do. It creates space for you to explore
multiple options.
Sure, you can scale it to make tons of money. And

maybe that will come later. Or maybe you’ll write
a book. Maybe you’ll be happy just making a few
thousand more each month because that means you
have more time for your spouse/partner/kids/family/
church/golf league. Or maybe you want to start a gym
and build up some bottom-line revenue before opening
your doors to give your facility a better chance.*
I don’t know what freedom means to you, but I do

know two things:
* Just like Online Trainer Academy graduate Malcolm Wilson. He want-

ed to open a gym but had just become a dad and was working 60-hour
weeks. He also wanted to be with his family during this magical time. He
swapped out long days in the gym for 10 hours a week training in-home
and five hours training online. Then, a year later, he founded Level Up
Fitness, his gym in Stratford, Connecticut (read Malcolm’s story here:
onlinetrainer.com/malcolm).
T H E W E A LT H Y F I T P R O’ S G U I D E T O O N L I N E T R A I N I N G v
1. “Happy” is a nebulous term that means something

different for everybody, and…
2. Making six figures, while it sounds nice, is a vague,
meaningless goal that doesn’t really contribute to
happiness.
Naturally, if you ask people what they want in life, many

will say “to get rich!” Most would prefer happiness,
however, and the two are not the same. The more
researchers study happiness, the less we understand
about it. But a few things are pretty certain:
—As long as our basic needs and loved ones are

taken care of, money has almost nothing to do with
it. In 2010, in the U.S., $75,000 a year was the magic
number.* It’s probably a bit more now, but even that
number is arbitrary because it really depends on where
you live. It usually takes less to live comfortably in a
small town, for example, and lots more if you live in a
big city like New York or San Francisco.
—Maintaining a sense of purpose throughout life

leads to fulfillment and longevity. In the now-famous
studies of Blue Zones, the areas of the world where
people live the longest, a sense of purpose is one of the
* The study, performed by Nobel Prize-winning economists at Prince-

ton University, was called “High income improves evaluation of life but
not emotional well-being.” Since 2010 the results have held up, with one
exception. That was a 2017 Harvard study, which found increased levels
of emotional well-being in people who have more than $10 million, as long
as they earned it (it wasn’t inherited, in other words). Interestingly, the
one thing these decamillionaires do that makes them happier is give their
money away.
vi J O N AT H A N G O O D M A N
commonalities for folks living past 100.*
—We overestimate both the intensity and duration of

a positive emotional response after buying something
(a new car, for example). As Catherine Sanderson, a
psychology professor at Amherst, explained in a 2017
Time magazine article, “We always think if we just had
a little bit more money, we’d be happier. But when we
get there, we’re not.” Our enjoyment of new material
things lasts about two weeks. After that, the emotional
response withers and it just becomes another thing.
Researchers refer to this as either “hedonic adaptation”
or “impact bias.” There are a few ways to maximize
the happiness results you get from a dollar spent. For
example:
Choose experiences over material goods. Retail

therapy makes it too easy to get on the hedonic
treadmill. Invest in experiences — and the memories
they produce — especially with loved ones.**
Buy many small pleasures. Dollar for dollar, you’ll

get less satisfaction from one big purchase compared
to a series of smaller ones (like multiple nights or
weekends away versus a single vacation).
* I’ve lived in Nosara, Costa Rica, near Playa Pelada and Playa Guiones
beaches, right smack in one of those Blue Zones called the Nicoya Penin-
sula, and I’ve seen how residents do their thing. Retirement isn’t really a
concept there. The elderly are revered, and nobody stops moving. The only
people vegging out on the beach are the gringos on vacation trying to get
away from their lives. Makes a guy think.
** Interestingly, even negative experiences lead to higher levels of emo-
tional well-being than material goods because of our fondness for retelling
stories about how bad something was.
T H E W E A LT H Y F I T P R O’ S G U I D E T O O N L I N E T R A I N I N G vii
Pay now, consume later. Anticipating a future event

is often more enjoyable than the event itself. Paying in
full up front is better than making small payments.
Surround yourself with community, family, and

friends. Daily social contacts are a big predictor of
your emotional well-being.
Maximize the things you must do every day. You

have to eat and sleep. Make them as pleasurable as
you possibly can (an expensive mattress is a great
investment).
R EA D TH I S , B E H A P P I E R
Learning what leads to happiness is not a
requirement for online training, of course, but
it’s just about the most important thing you could
ever know. If you want to do more reading on the
subject, Harvard professor Daniel Gilbert has
done brilliant research on it. I recommend:
—His book, Stumbling on Happiness.
—A study called “If Money Doesn’t Make You

Happy Then You Probably Aren’t Spending It
Right.”
—And a 2003 New York Times piece called

“The Futile Pursuit of Happiness,” based on his
work. This is one of my all-time favorite essays.
viii J O N AT H A N G O O D M A N
While this is a business development book, I’d be doing

you a disservice if I just talked numbers. If you don’t
know what kind of life you want, you can’t begin to
build a business plan. How much money you need to
make differs between each person and, as you’ll soon
see, if you want to carve out your own ideal business
and life, then it drives your business decisions.
Notice that I called this series the Wealthy Fit Pro’s

Guides and not the Rich Fit Pro’s Guides or the Six-Figure
Fit Pro Formula.* Making more money isn’t the end goal.
Money is a tool. Happiness, or better yet, emotional
well-being, is the goal, and the amount of money you
need to achieve it is different from what I or anybody
else needs.
The process starts with taking back control. Online

training helps you do that. From there, if you set the
right plan with the blueprint I’m laying out here, you’ll
have the freedom to attain the wealth you need to be
happy.
Control –> freedom –> wealth –>

happiness
Earlier I mentioned trainers need one to three years’
experience coaching people in person before expanding
online. That’s not some random number I picked out
of a towel bin. Yes, it’s about getting valuable training
* That’s some super-sweet alliteration, though.

T H E W E A LT H Y F I T P R O’ S G U I D E T O O N L I N E T R A I N I N G ix
experience, but there’s more to it. Consider the

following:
Training clients while working for a gym leaves you

exhausted. Why? You’re not in control. It’s a responsive
environment where you’re at the mercy of everything
from the attitudes of the other trainers to the daily
mood of the gym owner. And your clients’ schedules.
And the weather. And traffic. And just about any other
outside forces that take swipes at you.
Again: You’re not in control.
All good trainers reach a point, usually about — ta-da!

— one to three years into their careers, where they
need to make more money in less time with a better
schedule. Around this same time a trainer has worked
with enough in-person clients to be reasonably adept
at predicting what’s going to happen before it happens
and how a client will respond to a program. That, and
they’ve built a foundation of clients, case studies, and
the beginnings of a reputation.
Becoming a great online trainer requires a different,

parallel skillset than working in person. In a gym you
can respond and adapt to a client in real time. Online
not so much. Doing a good job online requires you to
anticipate issues before they arise and navigate around
them. We’ll cover this in much more detail later in this
guide.
So, for all of the above reasons, online training is not

the first step. It’s the next step — the transition. It
x J O N AT H A N G O O D M A N
bridges the gap by helping you take back control and

thrust your career forward.
How do you start?

That’s what this book is for. After working with
thousands of students in 79 countries (see sidebar) in
my Online Trainer Academy (OTA), the world’s first
certification program for online trainers,* I can claim
some expertise. The Wealthy Fit Pro’s Guide to Online
Training will give you that basic blueprint you need to
take your next step.
But let’s talk about a few things here before we dive in.
It’s critical for you to have the right mindset.
I know you’ll be fired up to do a hundred things at once

to make this new life happen. You’ll be nervous. You’ll
think you know what to do, or what you want to do,
but you’ll be just unsure enough that you don’t stick
the first few landings. When faced with a (sometimes
scary) transition with a host of unknowns like moving
to online training, you can do specific things to seize
and maintain control of your situation. My advice:
—Start simple, go slow, and build a foundation.

The number of clients needed will be different for
everybody and pricing is a complicated topic we’ll soon
* Not only is OTA the first-ever certification for online trainers, it also
boasts the seminal textbook on the subject, The Fundamentals of Online
Training, and doubles as a business development course with unlimited
lifetime mentorship. We also include an ironclad 10-year guarantee. If
you’re already sold, go to theptdc.com/ota to enroll.
T H E W E A LT H Y F I T P R O’ S G U I D E T O O N L I N E T R A I N I N G xi
W E’ R E E V E R Y WH E RE !
The Online Trainer Academy teaches students from these
countries and proves you can live anywhere and run a
terrific online training business.
Algeria France Norway

Afghanistan Germany Pakistan
Australia Guatemala Panama
Austria Haiti Peru
Bahrain Hungary Philippines
Bangladesh Iceland Poland
Barbados India Portugal
Belgium Indonesia Qatar
Belize Ireland Romania
Bermuda Israel Russia
Bolivia Italy South Africa
Brazil Jamaica Scotland
Brunei Japan Serbia
Bulgaria Kenya Singapore
Burma Korea Slovakia
Canada Kuwait Slovenia
Chile Latvia Spain
China Lithuania Sweden
Costa Rica Luxembourg Switzerland
Croatia Macedonia Taiwan
Cyprus Malaysia Thailand
Czech Republic Mauritius Turkey
Denmark Mexico U.A.E.
Egpyt Netherlands Wales
England New Zealand Zimbabwe
Estonia Nicaragua
Finland Northern Ireland
xii J O N AT H A N G O O D M A N
cover. Starting out, five to 10 clients is usually enough.

This lets you wade into the pool without getting in over
your head (full submersion comes later).
And look how well it can work: 10 clients at $200 a

month is an extra $2,000 per month or $24,000 per
year, more than enough to allow you to cut loose
in-person clients you don’t jell with or who don’t fit
into a tight schedule.
Time, aside from money, is the first serious benefit of

online training. The total number of hours you put in
might not change much. (Usually it’s less depending
on how you structure things. We’ll talk about support
systems in a bit). The difference is you’re now in
control of your schedule. You decide when you work.
—Next thing: Did I mention start simple, go slow?

Blocking off your schedule better will open up more
time to develop all the other things that could make
you money and raise your professional profile. Better
marketing opportunities. Creating new products. Firing
on that book you’ve always dreamed of writing.
You’ll be tempted to take on everything. Respect the

power of high-yield activities within your new schedule,
but also respect how much you’ll be able to accomplish
and still serve your clients well (we guide our OTA
students with two principles. The second is to always
ask yourself, “What would this look like if it were
easy?”).
It sounds nice to write an ebook and sell thousands of

T H E W E A LT H Y F I T P R O’ S G U I D E T O O N L I N E T R A I N I N G xiii
copies passively. In theory, developing a membership

program where you take on 50, 100, or hundreds of
clients with variations of templates and online group
support sounds great. All of these things are very real
possibilities, but none of them comes first.
What comes first?
Decide what you really, truly want from this career

progression. As your newfound scheduling freedom
becomes real, you now have room to think, breathe, and
work. And that, my friend, is where the magic happens.
It allows you to be methodical. Don’t start an avalanche
of projects you can’t manage and will end up rushing
through just to say you got them done.
I’m all about simplification and focus. Building an

online fitness business, just like building a body, is a
process. You wouldn’t do a pistol squat with a k-bell
before learning how to sit on a chair, would you?
Unfortunately, many fail because they disrespect the
process.
This book will walk you through that process. As you

learn more, decide whether you want to take on more
online clients, write a book, or use the extra time that’s
resulted in a more structured schedule to volunteer,
travel, spend more time with your family, or develop
the in-depth marketing funnels required to make
significant money selling your wares.
Decide.
xiv J O N AT H A N G O O D M A N
My definition of wealth is synonymous with freedom.

Freedom lets me dictate my own life. It lets me spend
mornings and lunch chasing my toddler son.* It lets me
travel the world for months at a stretch and live as a
native in amazing places. Costa Rica, Hawaii, Thailand,
Mexico, Montenegro, Greece. I live the life I want.
But don’t take it from me. So many graduates of my

Online Trainer Academy are living their dreams.
Daniel Lopez wanted to sing opera. Making a living is

difficult as a performer, so he became a trainer and put
his opera career on hold. Online training has allowed
him to quit his in-person training and return to his
true love. He performs around the world and has even
landed movie roles (read his story here: onlinetrainer.
com/daniel).
Keep reading. You’ll hear even more stories and crucial

business advice from OTA grads throughout the book.
They inspire me every day, so let them inspire you, too.
Your definition of wealth is probably different from

mine or Daniel’s but one thing I do know: When you
really think about, it has nothing to do with becoming a
“six-figure trainer.”
Whatever your definition is, it comes to life here. It’s

your turn to challenge the norms. The next step is
online training, so let’s take it together.
—Coach Jon
* Speaking of which, why did nobody tell me that friggin’ two-year-olds

were so fast? I feel like I’m running wind sprints multiple times a day
wondering where the heck this kid gets his energy.
T H E W E A LT H Y F I T P R O’ S G U I D E T O O N L I N E T R A I N I N G 1
CHAPTER 1
The Foundation of
a Successful Online
Trainer
By Alex Cartmill
“While there’s money to be made in this

industry, if you’re in it for the money, the work
and road ahead will seem grueling. If you’re
here because you love what you do, the money
will find you.”
—Tim Henriques
We want online training to be the best possible fit for

you. That’s why you need to know something up front:
Online training isn’t magic.
It’s full of possibilities. It can change your life. But you

2 J O N AT H A N G O O D M A N
can’t wave a wand, call yourself an online trainer, and

solve all your problems. Here, at the beginning, it’s
critical for you to understand how online training does,
or doesn’t, align with your goals and personality. Only
then can you decide if it makes sense for you.
I manage a team of Online Trainer Academy coaches

and mentors who interact daily with our thousands of
students. Over the course of a given day we’ll have a
dozen live chats, 10 phone calls, and 30-plus emails.
That’s a massive amount of interaction with online
trainers hustling in every conceivable pocket of the
industry. As a result, over time, we’ve been able to
track who succeeds and who fails, what works and what
doesn’t.
In this chapter, I’ll highlight a typical (successful!)

trainer’s traits and what clients thrive in this
environment. We’ll discuss your experience,
motivation, what kind of clients you prefer, how well
they might do with a remote coach, and your definition
of freedom. Or, better said, how you envision living
your perfect day.*
Don’t worry. Even if you read a few things in here that

make you think, Oh crap, that really isn’t me, or I don’t
have the experience, or Maybe I’m wasting my time, please
keep reading. People grow into roles and blossom.
Just because your background may not scream “online
training is my destiny!” today doesn’t mean you can’t
* On my perfect day I get to take my dog, Charlie, out for lots of walks.
He’s getting bigger though. So he kind of walks me these days.
learn what you need to become a great digital coach.
And that, friends, is why we say online training isn’t

magic. It’s work, but worth the effort.
Let’s talk about the foundation of a successful online

trainer.
Experience
In the intro, Coach Jon mentioned you need one
to three years’ experience before trying online
training. Let’s dig deeper into that so you have a full
understanding why.
The main difference between training someone in

person and online is immediacy. In person, you watch
them train, coach them as they go, and offer advice or
answer questions in real time. When you say, “I’m here
for you,” you literally are.
Online? Not so much. Yes, you interact, but you’re

remote. That’s why training people online requires a
deeper understanding of the entire process. You’ll give
a client your program, but you won’t be there to answer
a question while she does it. You have to have the
know-how to proactively anticipate what may happen
and side-step problems before they occur.
Example: Let’s say you work with a client in person

who sits at a desk all day. During an upper-body
pressing movement, she says, “I feel this pinching in
my shoulder.” Because you’re right there, you can stop
the movement, talk to her about what it feels like, and

adjust as needed.
Now take this interaction online. She may feel the

pinching during her workout, but she won’t bring it
up until afterward. Meanwhile, she may have injured
herself because she wanted to power through the pain
and finish her reps. That should never happen. If you’re
working with that deskbound client online, you should
already know to avoid programming pronated upper-
body pressing movements because they might cause
discomfort.
You and I both know, as professionals, that every body

is different. I think we’d also agree there are some
commonalities among demographics. Does every desk
jockey have to avoid pronated pressing? Absolutely
not. Some might be blessed with more space in their
glenohumeral joint. But this is where online differs
from in-person. You have to categorize people based on
experience and best guesses, and program around it.
Always ask yourself: Is there a potentially safer

alternative that still achieves the same training goal?
If so, plug it in proactively. That’s what makes a great
online coach.
If you’ve trained this type of clientele before, you’re

probably nodding your head, thinking what I just said
was obvious. If you’ve never trained this clientele,
however, you might be wondering what I’m talking
about. And that’s my entire point.
Effective online trainers only take on clients in

situations they’re familiar with. This is why in-person
experience is necessary to do a good job online. There
are way too many coaching nuances you can only learn
in person.
There’s more. Good experience isn’t just about

programming. A bunch of other important aspects
of the job are amplified in a remote environment:
Customer support, client accountability, operating
systems, outsourcing work, and more.*
Think of your approach to online training like the

tagline from those Farmer’s Insurance commercials:
“We know a thing or two because we’ve seen a thing or
two.” You need that experience to keep online clients
happy, safe, and thriving.
Motives
I know all about the “allure” of online training. Come
on, you know what I’m talking about. The joys of
coaching clients from your laptop while lounging on
the beach sipping a mai tai. The beach and type of drink
may change from coach to coach, but the daydream is
the same.
Let’s be frank: If working fewer hours and posting

pictures of your sandy toes are your driving forces for
* A smile does wonders in person. An emoji smile doesn’t quite have the
same effect. Text messages and emails can easily be taken the wrong way if
they aren’t written carefully and, without the benefit of a smile, could get
you in trouble.
working online, you’ll hop off this train as soon as the

going gets tough. And it will get tough. Will you get
going?
Before you take your game online, consider your

motives.
The most successful online trainers are driven by one,

or both, of the following:
1. A need to serve
Successful online trainers put their clients first. They

don’t do it out of a sense of duty. They feel genuine joy
helping others. It’s part of their DNA and why they got
into personal training in the first place. Becoming an
online trainer because you think it will be easier and
more lucrative will lead you down a long, frustrating
path.
Yes, online training will allow you the freedom to

work on your own schedule, and there’s a good chance
to boost your income. But if money is the only thing
pushing you forward, you’ll come up short with your
clients. You’ll cut corners. You’ll get a lousy reputation.
And even if you make the money you want, you’ll
eventually give up because the purpose and fulfillment
that we all crave isn’t there.
The truth is counterintuitive, but it’s true all the same:

The trainers driven by love and appreciation for the
work and a passion for helping others (and who have
a baseline understanding of business development and
marketing) end up with the most money. Why? Clients

will always hire them, and fellow fit pros will always
support them.
2. A desire for a more balanced and fulfilling life
Budding trainers are told they can’t make a living in this

industry without working 12-hour days and to accept
that norm without challenging it. Those trainers burn
out because they’re doomed for mediocrity off the bat.
It takes guts to challenge this norm, but it’s the only
way upward.
Consider Francis McCabe, an Online Trainer Academy

graduate from Belfast, Ireland and owner of Precision
Online Coaching: Between his full-time job at the fire
department and part-time gig as a personal trainer,
Francis started his days at 6 a.m. and staggered home
at 9:30 p.m., only to go to bed to do it all again the next
day. He tolerated this schedule for a while, but once
Francis became a dad he vowed to spend more time
with his family.
Now a typical day looks very different for Francis.

He works his online business for several hours in
the morning, enjoys a home workout, takes a walk
with his daughter and their dogs, has lunch with his
daughter, and spends some time reading on personal
development in the afternoon (read Francis’ full story
here: onlinetrainer.com/francis).
And no, Francis isn’t making millions. He’s making

what he needs to sustain his ideal lifestyle and spend
ample time with his family. That’s what matters.
The right niche

Oh, trainers do love their niches. Not familiar with the
term? A niche is a specialized area of expertise a trainer
(a) loves working in, (b) gets really good at, and (c)
eventually becomes a known authority and in-demand
talent.
OTA students have had success in a plethora of niches:

older clients, kids, recreational athletes, various
interest groups, different professions, you name it.
There are a lot of options, and no inherently best one.
Most niche clients will succeed online, but not all. Let’s
talk about that here.
The following three populations probably shouldn’t be

trained online. If you enjoy training in one of these
niches and aspire to take your business online, be
careful. As with anything, there are exceptions to these
rules and ultimately you’ll have to be the judge. If you
feel like you can get the results that a client deserves,
then take him on. But understand that OTA students
have consistently experienced difficulties working
within these niches:
• Clients in any kind of rehabilitative environment.

When continual testing and fine-tuning is required,
there really is no substitute for in-person.
• High-performance athletes. When the difference
between winning and losing is a fraction of a

second, every rep matters. It’s brutal trying to
coach from a distance at that level.
• Clients who have never exercised before. A new client
doesn’t just need to be taught proper form. He or
she needs to be taught how to “feel” movement.
Additionally, even a motivated client may still
have reservations based on fear, uncertainty,
and a general hesitation to start something new.
In-person is the best option here.
Enjoyment
Online training isn’t right for every client and it’s
certainly not right for every trainer. Even though it’s
appealing on paper, the day-to-day realities of the job
might become too much if you’re the wrong personality
for it. Don’t let the promise of more freedom and more
money blind you.
John Berardi, founder of Precision Nutrition, offered a

good litmus test to our OTA students a few years back.
Ask yourself a simple question: “Where do I want my
butt to be throughout the day?”
Extroverted people may want to reconsider full-time

online training. If you’re energized in the gym and
feel downtrodden the second you have to turn on
your computer, well, you might not be online trainer
material.
A viable compromise: Go hybrid. A lot of folks work

well with a mix of online and in-person (most of our

OTA students maintain a gym-based client list, and
we’ll talk in more detail about this later).
While our refund rate is low in the Academy (about two

percent), half of those former students simply realized
online training wasn’t for them. They tried it, got their
first few clients, and decided they wanted to be around
people all the time. That’s cool. We happily refunded
their tuition. Successful, fulfilled students are our goal.
Make sure fulfillment is your priority as you make

your way through this book and discover what online
training can deliver.
T H E TA K E AWAY
Transitioning to online training isn’t automatic.
It has to align with your goals and personality.
Make sure you have the proper foundational
experience and genuine motivation, and
understand what kind of clients have the best
success training with a remote coach. It’s okay if
you realize that online training isn’t a good fit.
Bonus: Get Your Take Action Checklist Now

We’re about to get into all of the bits and pieces
that make up a stellar online training business.
To help keep you organized, we’ve put together
a handy checklist with pages in this book for
reference.
Go to www.theptdc.com/checklist to get yours

now so you can fill it in as you go.
CHAPTER 2
Choose Your Online

Business Model
“People are always looking for the single magic
bullet that will totally change everything. There
is no single magic bullet.”
—Temple Grandin
If life were one size fits all, it would be so much easier.

And so boring.
Online training is the same way. You can go in any

number of directions. Several business models exist,
and the right model in the right person’s wheelhouse
can be gold. And you can probably guess what the
wrong model for the wrong person produces. So let’s
jump right in: What kind of online training business model
do you want?
Don’t worry, we’ll give you the rundown, the pros

and cons, and the pitfalls, and describe what kind of

personalities tend to thrive in each. But even with all
that, you’re the one best judge of what may or may not
work for you. And guess what? Here’s a little-known
secret: You can change your mind. You can pivot. You
can adapt. You can, dare we say it, have fun with the
process of discovery. Too many people forget that part.
Let’s do this.
The three online training business models

The first thing you need to know: None of these models
are inherently right or wrong. None of them are created
equal, either, and each will result in a different business
structure. You may already have an idea of what kind of
business you want to build based on things you’ve read
or other operations you’ve seen (successful trainers are
highly visible folks, after all). For now, put aside what
you think you know. You need to understand how each
model works before you decide.
The three models are:
1. One to Many. One trainer works simultaneously

with 50-plus clients who pay lower fees, usually
through a membership platform.
2. High-Ticket Coaching. One trainer works with a
very small group of clients who pay big fees.
3. One to a Few. One trainer works with five to 30
clients and charges anywhere from $100 to $500 per
month.
Those first two models sound appealing. One lets you

scale up, the other delivers high margins. Before you
jump in, however, a myriad of problems hide in the
shadows of both.
One too many problems

The first model forces you to...
Compete on price. You’ll cater to consumers looking

for the cheapest product, which means they may not be
the most dedicated clients. And because your goal is to
get as many clients through the door as possible, you’ll
unintentionally devalue some important things: It’ll be
far more challenging to differentiate yourself through
your services, or take the time to build a network of
genuine relationships with people who will pay a higher
fee because they know, like, and trust you.
Manage a lot of customers. That means a larger

administrative burden. Sterling customer service is
crucial in our industry, and it’s mutually exclusive
from your client total. Why? Whether you have five or
500, poor customer service will crush your reputation
and hamper growth. Now imagine the challenge of
managing 500 clients versus five. Big numbers require
that much more time, energy, and people.
De-emphasize the personal touch. Have you heard

the phrase, “People buy trainers, not training?” I bet
you have, and it’s too important to ignore. You see,
your best clients, the ones who will fuel your business
for years to come through repeat business and word

of mouth, buy into You the Human as well as You the
Expert. Here you’re spreading yourself too thin to
provide that personal touch.
This model can work for someone who really knows

how to market and manage a big operation. Of course,
that requires a team of full-time marketers and a high
ad budget to make it flourish. If that’s you, fine, but
understand you’ll be a marketer, not a trainer. That’s
why it’s not for us, and we don’t teach it at the Online
Trainer Academy.
High ticket = high risk

I get the appeal of working with affluent clients who
pay country club prices for your services. But you gotta
know: Big price tags mean big expectations. Are you up
for that?
Here’s what I mean: It’s your job to make an affluent

client’s health and fitness as seamless and easy for them
as possible. An “exclusive” feel is part of the package.
That means catering to their schedule, location, and
demands. You have to be there for them. Not only
can this cost a chunk of your money and time to
accommodate, the grind can be unrealistic for a trainer
with a family or other obligations.
Oh, and let’s talk about the risk. This model is fragile.
Like, butterfly-wing fragile. If you have five clients and
one bails, you’ve just lost 20 percent of your revenue
overnight.
That gives each client an incredible amount of power

over you and your business. Plus, recruiting new clients
requires a strong connection and pre-established trust,
so replacing that lost client can be a long process.
Some people make this model work and enjoy it. But it
breaks too easily, and as a result, it’s not for us and we
don’t teach it at OTA.
Introducing: the incredible, gloriously

unsexy, stable, and very realistic One to a
Few model
We teach this model at the OTA and a lot of grads
have made it the foundation of their businesses.
It’s a realistic and stable path built on core truths,
not surface-level techniques, for those fed up with
sensationalistic promises. It doesn’t require advanced
marketing, tech savvy, paid advertising, costly software,
or even a website to get started.
What it’s not? Fast. If you’re less patient, this model

probably isn’t for you. But what it lacks in speed it
makes up for in reliability. Simply put, this model
is accessible to every trainer — no matter your
background, marketing acumen, technical know-how,
or anything else.
And yes, it’s difficult to make millions with it, but you
will make more than you make now, and do it on your
own schedule. From there, you decide what comes next.

Some fit pros decide to invest in additional marketing
and scale their revenue significantly, while others
decide they’re content. That’s called freedom.
You don’t see this model publicized often because

it’s not sexy to sell, and requires you to play the long
game. You’ll likely notice, on the flip side, a plethora of
coaches and mentors selling the high-ticket approach
to dramatically and quickly increase your income, and
making it look easy. But if it were that easy to charge
thousands per month per client and make hundreds of
thousands of dollars with very little effort... don’t you
think everybody would be doing it?
None of these approaches are inherently right or

wrong, but they make you spend your time and money
in different places and have different levels of risk. It’s
important to understand that.
The great snowball fight

To help illustrate the fundamental differences in One
to a Few compared to, say, High Ticket, imagine a
snowball fight.
Our method is akin to a patient warrior taking her

time, creating a big pyramid of snowballs before even
thinking of firing a shot. A High Ticket approach would
have you make one big honking snowball and launch it
immediately.
This graph illustrates the various risks between the three online
business models. The One to Many model is risky on the low end of the
“Connection and Trust” scale because of high churn and a need for
endless marketing. The High Ticket model is risky on the high side of
the scale because your business can be disrupted by just one “personal
connection” client leaving. The One to a Few model is the least risky
because you land right in the sweet spot: a healthy number of clients, the
ability to deliver a personal touch to every service you offer, and a better
work-life balance (and income!).
The big snowball will usually miss. But if it hits, hey, it’s
high-impact. BOOM.
If you only consider the first half of the fight, you might
think the person making lots of snowballs will lose. But
stick around for the second half and she’s sitting there
with a pile of snowballs ready for anything while the
High Ticket snowballer has to start over from scratch
after each throw.
You get the idea. Yes, each plan can work if you bring
the right resources, but it’s easier to think of One
to a Few as the smart middle ground between all
possibilities. Not too many clients, each paying a slight
premium compared to the discount model. And you

remove most of the downside risks of the other two
models. For example:
−− Losing a client won’t cripple your business.

−− You’ll always have a manageable number of clients,
which makes good customer service simpler.
−− You can concentrate on client results and building a
great reputation.
−− You can charge what you’re worth.
−− You can do it on your own schedule.
The One to a Few approach is our chosen method

because it’s virtually guaranteed (and if you decide to
enroll in the Online Trainer Academy at some point,
then it’s 100 percent guaranteed because we’ll happily
give you your money back if it doesn’t work; but we
know it will).
A great engineer takes pride in building a machine

that will run for a long time without needing constant
tweaks. If you want to build a fitness business that
works for years to come, build it on a solid foundation.
Check out some other options

Now let’s talk about models that exist within those big
three models. This section cuts right to the style of
training you prefer, as each of the following options can
be applied to any primary model.
Hybrid Training
Hybrid training combines face-to-face and online

training. You now charge two fees:
−− Regular in-person session fee.
−− A monthly “performance plan” fee for managing

your online clients’ programming.
While you’re online, think of yourself not as a trainer

who counts sets and reps, but as a concierge service in
charge of your clients’ preventive health.
Benefits:
−− You create a reliable secondary income stream

while still working at a gym.
−− It’s an easy way to transition from in-person to
online training, without the pressure of needing the
new business to provide all your income.
−− It gives clients a more flexible and cost-effective
option besides training face-to-face.
−− You can offer a client what they need, when they
need it.*
Drawbacks:
* When a client begins training with you, they’ll likely need more in-per-
son time. As their training progresses, odds are they’ll need to see you less.
Meanwhile, clients may want increased in-person service in preparation
for an upcoming event like a wedding or vacation. The hybrid training
model we developed back in 2013 has become our most popular because it
removes all business constraints from training, allowing a client’s fitness
goals to dictate how the business operates. That’s a big win on all sides.
−− You’ll be limited by location, as you’ll still meet

with clients on a semi-regular basis.
−− Requires explanation, and varying from “the

norms” can be a hard(er) sell to a client. —
Even if you don’t remove the in-person element
completely, you’re still prisoner to whatever
existing perceptions your clients have about what
they should and shouldn’t pay for.
This may be right for you if:
−− You want to transition online but not abandon

in-person completely.
−− You want to expand your income streams.
−− You have clients who don’t need you there 100

percent of the time, but still need some hands-on
work.
With the Online Trainer Academy’s lessons, strategies,

and scripts, Daniel Lona was able to add Lean and
Confident, his online nutrition coaching program, to
his existing business in Chicago to create a secondary
stream of income and give himself more flexibility with
his schedule. He also does private one-on-one training
(kettlebells are his specialty).
“Since last year, I’ve been making online nutrition

coaching a major part of my business,” he says, “and
this helps me be a far better coach to my clients by
offering them a higher standard of service. (Creating an
awesome experience in the form of an online business
ain’t exactly intuitive, ya know!)” Read his story here:

onlinetrainer.com/daniel-lona.
Individualized Online Coaching
Here you take the one-on-one care you provide your

in-person clients and transfer it online.
Of course, the structure of coaching will vary, but this

type of foundation generally includes two to three
different packages that vary in length and level of
support. You’ll provide a customized program specific
to a client’s goals, have regular check-ins, email
support, and accountability boosters, and provide the
same quality and care you would in person.
Benefits:
−− Location is no longer a factor. You can work with

clients anywhere in the world.
−− It’s usually more cost-effective for the client than
in-person training.
−− You have the ability to help more clients than
in-person training allows.
−− You work your own schedule.
Drawbacks:
−− You won’t be able to take on as many clients as you

would with full-on group training.
−− You have to be comfortable sitting at a computer
for long stretches.
−− You’re transitioning out of training in-person at the

gym.
−− You plan to work with a similar clientele, or even
transition some of your in-person clients, online.
Michael Bieter, an OTA grad and founder of Pillar

Coaching Services in Des Moines, Iowa, is a great
example of how to build a one-on-one coaching
business online.
Mike knew early on that the fitness industry was his

calling. By 12th grade, Mike was working in the high
school gym and got his fitness certification at just 18
years old. He wasted no time putting it to use and
got a job in a gym where he expanded on his fitness
knowledge and learned about nutrition. Soon he was
managing large, highly profitable facilities.
Unfortunately, at a certain point, the rose-colored

glasses had to come off. Mike explains, “I disagreed
with the management a lot. We had different values.
The approach seemed to be ‘turn ‘em and burn ‘em.’
Get their money and move on. I didn’t agree with the
way they were dieting the clients either. It wasn’t right
to me.”
Mike enrolled in the Online Trainer Academy,

implemented the material immediately, and soon
after signed 18 new clients. He now works with 80 to
100 clients himself and has hired another coach who
works with 30 to 40 at a time. Now Mike manages his
day in a way that works for him, allowing him to serve

his clients well. He has his freedom back and, most
important for him, a new chance to live his values. Read
his story here: onlinetrainer.com/michael.
Online Group Training
Forming a group allows you to offer a more cost-

effective program while individualizing your templates
for each client. The major difference between group
training and one-on-one is that you scale your support
systems to offer less individual attention while still
“being there” for each person as needed.
Benefits:
−− You can take on more clients than with one-on-one

coaching.
−− It’s more cost-effective for you and your clients.
Drawbacks:
−− It’s not as involved as one-on-one coaching or

individual transformations.
−− You’ll need to manage and offer customer service to

a higher number of clients.
−− Client turnover is generally higher.
−− Ongoing marketing is required to make up for lost

clients and fuel growth.
−− You want to offer a more cost-effective structure

and serve a large audience.
−− You have the ability to generate ample leads.
−− You’re good at building systems to help you juggle a

lot of moving parts.
OTA graduate Terrell Baldock from Ontario, Canada,

uses group coaching in her business, Mom’s Fitness
Boutique, aimed at new moms.
Terrell became a personal trainer by fairly traditional

means: She got her certification and started at a big box
gym. The longer she worked there, however, the less
happy she became. “I was told it was a good thing to
make prospective clients cry during a consultation,” she
says, “because they’d be more likely to buy.”
That values mismatch widened as Terrell got pregnant

and had her first child. She realized the gym’s
expectations and rigid schedules didn’t allow for
the flexibility a new mom requires — especially one
struggling with severe postpartum depression, as was
the case for Terrell.
“I wouldn’t sleep for two or three days, I was suffering

from adrenal fatigue,” she recalls. “It was bad. But I
couldn’t get anyone to cover my shift.”
At the same time, Terrell noticed a huge gap in service:

Prenatal and postpartum needs were not being met in
a traditional training environment. She decided to use

her first-hand experience to bridge that gap. Terrell
went from two clients to almost 30 in just five months.
And the clients keep coming. In fact, she’s looking to
hire a new trainer to help her keep up with demand.
Read her story here: onlinetrainer.com/terrell.
Group Transformation Programs
A transformation program is not all that different

from a regular online training package, but it typically
promotes a specific goal with a specific timeline. Think,
“lose eight pounds in 30 days.” You’ll need a curriculum
and a program template for the specified time of your
challenge. The key to success with this method is
marketing your transformation program to one specific
population, with one specific goal (“Slim down for
wedding season,” for example).
Benefits:
−− A lot of clients come through your online “door” at

once.
−− It’s more cost effective for you and your clients.
−− Once you get this system running, you can turn it

off and on whenever you like.
−− With the right systems, many of the online

processes can be automated and scaled.
−− You sell the benefit of the transformation, making

marketing easier.
Drawbacks:
−− Programming isn’t as individualized as one-on-one

coaching.
−− With a larger number of clients, it’s easy to skimp

on the care and attention each client deserves.
Good customer service systems are a must.
−− Programming is short-term, potentially leading

to higher client turnover. You’ll have to fill vacant
slots each session, which can be challenging.
−− You need to choose clients carefully. A group is

only as strong as its weakest link, and a destructive
member can bring everyone down.
−− You have the ability to generate ample leads.
−− You’re good at building systems to help you juggle a

lot of moving parts at once.
OTA grad Gil Mesina from Toronto, Ontario, utilizes

group transformation programs in his business, Mighty
Transformation.
Gil’s setup has three different levels, each building

off the last. For instance, clients have to complete
his first-tier Genesis program before they can enroll
in his second-tier Elevation program. While Gil will
allow someone to join a higher-tier group through an
application process if they’re a good fit, this structure
has helped him build ongoing accountability and
rapport with every client. It’s also helped him ensure

the service he’s providing, although on a group level, is
well-suited for each individual.
Gil opens up his group transformation programs to new

clients every 12 weeks, after the previous group finishes
up, and repeats the process every three months. Read
Gil’s story here: onlinetrainer.com/gil.
Live Stream Workouts
This is a total tech takeover: You watch your client’s

workout live via video. This can be an effective route for
clients who prefer, or would benefit from, their coach’s
immediate presence (even if the coach is halfway
around the world). This can work well for individuals
and group environments, and for any activity — you
can be there to offer corrections and support for yoga,
a HIIT workout, or anything in between. Some coaches
perform the workout right along with their clients.
Additionally, live stream workouts don’t have to

comprise 100 percent of your client’s workouts. They
can be used intermittently to check in on your client’s
movement patterns or even for the occasional group
workout with all of your clients to have a little fun and
strengthen relationships.
Benefits:
−− You’re able to “be” with your clients while they

work out. Great for analyzing technique and
answering questions on the spot.
−− Increases accountability and adherence, as it’s less

likely a client will skip a workout.
Drawbacks:
−− Time commitment is greater for each client.
−− You have less control over your schedule. Both

coach and client must find a time to “meet.”
−− You’re limited in the number of clients you can take

on at one time.
−− If your clients go to a gym, you may run into

problems with them filming inside. A conversation
with gym management may be required.
−− You want to work with clientele who need a more

“hands-on” environment where technique can be
corrected instantly.
−− You want to help online clientele struggling with

adherence and consistency.
−− Your online clients still want their coach to be with

them during workouts.
Online Trainer Academy grad Arpita Boyd utilizes

live stream coaching in her online coaching business,
Mind and Body PT. She’s originally from India but
now travels the world with her family. Arpita has live-
streamed client workouts while on a train in India, a
mountain in Switzerland, and an island near Croatia.
It’s mutually beneficial: Her clients get the structure

and presence they need to succeed, and Arpita lives the
life she wants. As she says: “Yes, it is possible to be on
the other side of the world and also nail your technique
via online personal training.” Read her story here:
onlinetrainer.com/arpita.
How to choose?
Okay. Based on everything you just read, you have some
big decisions to make. As you flip through the options
in your head, here’s an idea: Move on to the next
chapter. Bet it’ll be a big help.
T H E TA K E AWAY
Which online business model is right for you?
It’s a big choice — just remember to be honest
about what kind of trainer you want to be and
what clients will inspire you. No business model
is inherently wrong, but certain models will be
wrong for you. What feels right?
CHAPTER 3
Build an Unbeatable
Business Mindset
“At the end of the day, you are solely
responsible for your success and your failure.
And the sooner you realize that, you accept
that, and integrate that into your work ethic,
you will start being successful. As long as you
blame others for the reason you aren’t where
you want to be, you will always be a failure.”
— Erin Cummings
Beginners complicate. Experts simplify.
Remember that. Read it, learn it, live it. It’s a simple
truth that veteran trainers see over and over.
This chapter is all about your mind. You see, your mind
messes with you. Maybe you know that already. But if
you can improve your business mindset, learn stronger

ways to make decisions, you’ll improve your chances
at success. A big deal, to be sure. And that’s why I lead
with that statement.
Obviously, you want to execute like an expert, but

unfortunately a lot of newer trainers fall back on
human instinct, which in this instance shows up as fear,
hesitation, and overanalyzing. You might think you’re
being cautious and intuitive. In reality, you’re worrying
about the wrong things.
So let’s talk about mindset and how to make confident

decisions.
What’s really holding you back?

Don’t come down with analysis paralysis. That’s a
beginner trait. The fact is, most of the decisions you’ll
have to make are pretty simple. By agonizing over every
insignificant dissimilarity of each business component
along the way, you put yourself in quicksand that will
pull you down every single day, keeping you from
moving forward.
So what’s going on? And why does this happen to so

many trainers? Let’s simplify it...
• They don’t know what their clients truly need.

• They fear the unknown.
That’s pretty much it. Think it through:

What do your clients truly need? Don’t mix this up

with what you think your clients need. Many trainers
simply don’t understand what stepping stones will
lead them to their ultimate goal. As a result, every
decision becomes world-hanging-in-the-balance critical
in their mind. Every decision seems to require time,
and thought, when in reality you should make some
decisions quickly and never think about them again.
Why? They probably aren’t as crucial as you think.
Take one of the most pondered and discussed topics of

online training: software.
Every single day we hear, “What online training

software is best?” Or, “What’s the difference between
Software X and Software Y?” when both provide the
same essential services. We’ve seen trainers take
months testing out different software, dwelling on
every minor discrepancy between them.
Experts simplify, so try this: I.D. three things you need

software to do, pick a software that does those things,
and never think about it again. Done.
… but wait that’s too fast it might not work what if it’s the
wrong choice what will happen this is crazy you’re moving
too fast...
Stop. It’s just not that big a deal. Will you discover
things about the software you chose that bug you?
Probably. Will they ruin your business and keep your
clients from coming back? Probably not. Again, take the
time to understand what you and your clients actually
need, and filter all of your decisions through that.*
And if you’re already using a software program? Stick

with it. Don’t even look at other options. What you
have is surely good enough, I promise. You’ve got more
important things to focus on.
What are you afraid of? Fear is an irrational

response to the unknown, and oftentimes it’s that fear
of the unknown, of the next step, that forces us into
unnecessary analysis. In that regard, fear is very much a
choice. Why give it so much power over you?
To drive away fear, define the unknown. In this

example, pick the software that has the major qualities
you need, and move on. The unknown is now known,
and you didn’t lose valuable time wandering in the
forest, fearful of what will happen next, hoping for an
answer, when you have the power to leave anytime you
want.
Hey, let’s talk money!

Another big issue that affects every decision: The great
unknown abyss called income. Yeah, maybe you can
outsweat anybody in the gym, but the spectre of money
can turn that sweat dead cold. Money’s scary stuff.
If you’re starting an online training business, how much

do you need to make it work? Remember, we’re not just
talking about subsisting or “muddling through.” You’re
* To make this even easier, we maintain an up-to-date comparison chart

of all the major online training software here: theptdc.com/software.
going online to make more money than you are right

now, and make even more in the future.
That’s why, starting out, you have to identify your

“freedom number,” the monthly income you need to
pull in for a sustainable and satisfying life. This number
puts your path to success in perspective and shines
a light on the unknown. It helps define what’s really
holding you back, so you can move forward.
Online Trainer Academy graduate Patrick Murphy from

Jacksonville, Florida, discovered how realistic his goals
were with his business MurphyFit.com after calculating
his freedom number:
“When you sit down and honestly, truthfully figure out

your freedom number, you realize why it’s called that,
because it’s not as much as you think it is.”
With a freedom number of $2,250 per month, Patrick’s

irrational business fears were put in perspective.
Patrick was able to meet his freedom number from
online coaching, while also serving as the strength and
conditioning coach of the minor league Jacksonville
Icemen hockey team.*
Calculate your freedom number

The math is wonderfully simple. Start by tallying up
the amount of money per month, after taxes, that you
require to fulfill your basic needs: rent, food, funds to
* As a Canadian, I find it hilarious that they have ice hockey in Florida.

care for dependents (if applicable), and a small amount

for extravagance. Figure out what your number is. Don’t
worry about anybody else’s.
Now work up what’s known as your “continued funds,”

which is money you make either passively (from
investments or maybe book sales) or by doing what you
love to do. For the latter, that’s money made through
other work that you never plan to stop. Example: You
still want to train 10 in-person clients along with your
new online clientele. Calculate how much you make
from those 10 clients each month and there you have
your “continued funds.”
Now use this formula:
Your freedom number = essentials - continued funds
Your freedom number is crucial because it gives you an

earnings target each month. Once you figure out this
number, you’ll use online training to fill the gap. Hit or
surpass the number each month and you’re safe and
free to pursue riskier or more ambitious strategies that
require a lot of development time.
If your freedom number happens to be negative, that’s

fantastic. You’re able to fulfill your basic needs doing
the work you love. In turn, you’re able to take risks and
really build out your online business your way, and not
have to rely on it for income. I bet you didn’t know this
before you did the calculation though, did you?
T H R EE W H O A RE “F RE E ”
To show you how vastly different freedom
numbers can be for different coaches, three
Online Trainer Academy graduates share theirs,
along with the reasons why it works for them.
Jameson Skillings
Maine, United States
Freedom number: $1,575
Business name: Skillings Fitness
“My personal training schedule was maxed out.

I had already transitioned one-on-one clients to
semiprivate and larger strength training groups.
I was away from home and working 50 to 70
hours a week. With a toddler at home, I was
missing milestones and not spending enough
time with my family. It was breaking my heart.
I have met or exceeded my freedom goal every
month since I graduated from the program and
increased my sales by 357 percent in 2018.” Read
Jameson’s story here:
onlinetrainer.com/jameson.
Jason Leenaarts
Ohio, United States
Revolution Fitness and Therapy
Freedom number: $10,000
“My freedom number is an overlap from what it

takes to keep my brick-and-mortar business open,

pay my employees, and cover my bills. Anything
made above and beyond that number was gravy.”
Using OTA principles, Jason was able to meet

his freedom number and, as Jason puts it, “take
some of the pressure off of me to make sure that
everything is perfect.” Read Jason’s story here:
onlinetrainer.com/jason.
Shiggi Pakter
London, United Kingdom
Superbodied Performance
Freedom Number: £2,100 (about $2,700)
Shiggi prefers to make her own rules as a part-

time online trainer. Her number covers expenses
but also includes “£1k extra” a month, which
makes room for her multiple interests, most
notably her budding DJ career using the moniker
NeoPink. “My goal is to only work with clients
online. If they want to see me in person, it comes
at a premium because otherwise I’m in studios or
flying around Europe.” Read Shiggi’s story here:
onlinetrainer.com/shiggi.
More tools for an unbeatable mindset

When Thomas Edison worked on some shiny new
thing, he’d alert the press before the invention was
finished to create a deadline for himself. This put

Edison in a position to either take action and justify
the excitement he created, or tarnish his trust and
reputation. The choice was easy.
That’s one way to push yourself to perform, to get your

mind out of the way so you can get the job done. We’ve
got a bunch of effective strategies for this, as you’ll
see in a second, but this is a good one to kick off the
section.
Motivate yourself with accountability.

Accountability moves you forward. And who better to
hold you accountable than the people you’re selling to?
Simply announce your new program to your audience
X number of weeks before it’s done, and start signing
people up. This removes your safety net and gives you
two options: Take action and deliver, or don’t.
It’s easy to wait until things are perfect before taking

action. The problem is things will never be perfect.
This mindset will keep you revising and rethinking and
retooling your business to oblivion.
Learn empathy. Empathy keeps your focus where it

needs to be: on your clients. Imagine what they’re going
through, how they feel, what’s motivating them. Even
the most logical, rational human beings are driven by
emotion. Clients will respond to you based on what
they feel, not what they (or you) know. Connect on
that level and you’ll gain their trust. Once you have
that, most of the little stuff stops mattering. And
speaking of the little stuff...
Never let the micro drive the macro. The vast

majority of beginning trainers I communicate with daily
are fumbling through and fretting over decisions that
are significant to them, but insignificant to their clients.
These are micro decisions that require minimal

thought, time, and energy (see software example from
earlier). Micro decisions take your focus away from the
big picture, from what truly matters.
Macro decisions, on the other hand, serve as the

foundation of your business. These are the overarching,
fundamental characteristics of your services that will
keep clients coming back for years. Macro requires you
to step back and view your dilemma through a wider
lens. Macro issues truly do matter to your clients, and
that’s where you need to allocate resources.
What’s the difference between a micro and macro

problem? Some examples:
Micro Macro
Business name Client goals
Color scheme of your Client trust
website
Promoting your certs Clients receiving value for
price
Pushing hot new Your reputation
exercises
See the macro behind all the micro. What if you

feel like you have a handle on the macro, but are
overwhelmed by wave after wave of micro? Can that
even be a thing? Theoretically, yes, but in practice,
almost never.
At the Online Trainer Academy, our coaches are trained

to see past the superficial and look for the deeper
question a student is asking. Defining a root problem
almost always provides better results. A lot of the
trainers who come to us are stuck, feel overwhelmed,
and are frustrated they aren’t making progress. They’re
almost always thinking in the micro and missing the
macro.
Jim Hart, an OTA student in Philadelphia,

Pennsylvania, registered for the course after 25 years
working with clients in person. Soon after, he emailed
with a plethora of pressing micro decisions. From a
name for his business, to enabling notifications in
Google Drive, Jim was bogged down by the little things,
finishing his email asking, “What do you suggest? Can I
still be successful as an online trainer?”
Micro decisions add up, and Jim got to the point of

questioning his path. But Jim simply needed to see that
all of his micro stressors came down to the macros
of fear and forgetting what matters most to clients:
investing your time, energy, and money into providing
the highest-quality service. After a couple back-and-
forth emails, Jim was back on track.
Are we saying ignore the micros? No. They do add up.

But in general, your clients won’t care about them. So
fix what needs to be fixed, but don’t give micros any
more time than they deserve (if you’ve ever worked
for a micromanager, you know what it’s like to die a
workday death of a thousand micro cuts;* why do that
to yourself?).
If any component of your training is causing you and/or

your clients regular headaches, it’s worth spending the
time to shop around and switch things up. But beware
trying to find the mysterious “best” what-have-you or
geeking out on some program presentation that won’t
matter in the slightest to your clients. That way lies
madness.**
The 10-10-10 rule is one of the simplest and most

effective methods for “unsticking” your brain and
moving you forward. This concept was first created by
business journalist and author Suzy Welch, and is used
across many industries.
So let’s say you’re dealing with any of the issues we’ve

been talking about. You’re taking too long with a choice
* The Chinese term “lingchi” translates to “slow process” or “lingering

death” and is more popularly known as “death by a thousand cuts.” It
was a form of torture and execution in China from around 900 to 1905,
when it was banned.
** A friend of mine is a world-class expert in developing learning models.
He wanted to learn how to play guitar. Naturally, he set out to build a
model for how to do it best. Six months later, he realized he had yet to
pick up a guitar and strum a single cord. In his words, “If I had walked
to the closest music store, bought the cheapest guitar, and googled a free
guitar tutorial, I’d be six months ahead of where I am right now.”
and you know it. Time for some perspective. First,

identify the worst-case scenario that could result from
taking action (this could range from “not much” to “I’ll
lose my business,” so be honest with yourself). Then,
ask three questions:
1. How will I feel about it 10 minutes from now?

2. How about 10 months from now?
3. How about 10 years from now?
Your answers will help you realize whatever’s weighing

you down probably isn’t as life-changing as you think.
On the flip side, think of the best possible outcome

and ask yourself the same three questions. You’ll
notice many of the stressors delaying you have a
disproportionately high reward relative to risk when
you take action, but you talk yourself into a corner
anyway. Speaking of which...
When you talk to yourself, watch your language.

Perception matters. You want people to perceive you
in a positive way, of course, but how do you think about
you?
David Sarwer, a psychologist and clinical director at

the University of Pennsylvania’s Center for Weight
and Eating Disorders, uses perception as part of his
treatment. He gives new patients a mirror and instructs
them to use gentler language when talking about their
bodies. For sustained, long-term results, it’s not enough
for the weight to be simply lost or gained, but for the
patients to morph their body perceptions.
How you perceive yourself and your business will

determine how you act, even down to your day-to-day
routine.
How can you use this to your advantage? Self-talk. Yeah,

yeah, it’s easy to laugh off or store in the category of “I
don’t need it.” Maybe so, but its power and impact can’t
be ignored.
• Avoid negative self-talk.

°° “He’s better looking.”
°° “I’ll never have as many clients as she does.”
°° “I’m scared of failing.”
°° “It didn’t work for me but it’s not my fault.”
• Practice positive self-talk.
°° “My hard work is paying off.”
°° “That person has a business I want. Time to
learn from the best.”
°° “I’m not afraid of success.”
°° “I’m confident in my abilities. My clients
wouldn’t keep coming back otherwise.”
Ever heard of Aesop’s fable about the fox and the grape?
A fox sees a grape on a vine that he can’t reach. Instead
of finding ways to bogart the grape, the fox tells himself
the grapes are probably sour and not worth his time.
The lesson? People belittle that which they think is beyond

their reach. As a result, we convince ourselves we don’t
want it.
It’s easy to want something, try to get it, and, when it

seems out of your reach, justify to yourself it’s not what
you want because it’s too damn hard. Offer yourself
some choice (positive) words and resist doing that.
Ask: Am I failing because of my method, or

my approach? What is true in life is true in online
training: A lot of different methods work. The missing
element is often not the method, but a lack of patience,
consistency, and implementation.
Some of our graduates see success in days, others

months. Unfortunately, some give up before they see
the rewards. What they don’t see is the progress they’re
making. Instead of recognizing that going from a three
out of 10 to a five out of 10 is progress, they compare
themselves to others who began at eight out of 10. They
get disenchanted, blaming themselves or, sometimes,
“the system.”
Check out this graphic (adapted from The Fundamentals

of Online Training, the OTA textbook). So many people
walk this path, seeing very slow upward progress.
That can be frustrating because it looks like nothing’s
happening. But you’ve lit a fuse that’s running beneath
the surface of the positive things you do. The key is not
giving up before the real acceleration starts.
The magic of exponential growth: Slow initial gains — while not exciting
— can add up to explosive growth later on.
News flash: You will fail. One day you may publish a
status update asking for support and get no response,
or a prospect will turn you down on a sales call, or
something else. These failures are inevitable. How you
respond will dictate your success.
Never forget that N=1 is not a reliable study. One

person or one try is not enough to form a solid
conclusion. You can’t discredit anything unless you
have sufficient data — and one, or a few, attempts is
not sufficient data.
Choose a method that feels good to you and trust it, but
never forget about your approach. Whether you decide
to learn from us or somebody else, odds are that what
they teach you will work, but only if you go at it the
right way.
Ask: What would this look like if it were easy?

Maybe that sounds glib, but asking that question is one
of the founding drivers of the OTA and it works. And it
goes right back to the first sentence of this chapter.
When in doubt, simplify, simplify, simplify.
T H E TA K E AWAY
New online trainers face decisions big and small.
Understand the difference between choices
your clients will care about and those that seem
bigger than they really are. Focus on a positive
mindset, hit your freedom number, slam-dunk
amazing client service, and you’ll do just fine.
CHAPTER 4
Identify Your Ideal

Client
“The beauty of the internet is there’s a niche
market for everything, and if you can focus
on it, you can build a sustainable and viable
business.”
—Michelle Phan
If this book has any goal, it’s taking what we’ve learned
at the OTA guiding thousands of trainers through their
online transitions and helping you avoid mistakes
(and we’ve seen ‘em all). One place we see the most
screwups? Client recruitment.
Who do you want to work with? Who’s your ideal

client?
Sure, every marketing and business book walks you

through the “ideal client avatar” process, but even if
you’ve deemed this step irrelevant in your head (“I’ll

work with anyone!”, “I already know who my clients
are!”) let’s put some more thought into it. Why? You’re
starting a new business. Online is not in-person. Which
means online clients don’t necessarily have to be the
same type as your in-person clients (though they can
be). You have choices. Possibilities.
Why pass that up?
Another reason: The more you read here and the

further you get into your online business, the more
you’ll realize how fluid all of this really is. Strive for
better, without question, but forget about “perfect.”
Perfect’s a rumor. It doesn’t exist.
That goes for every aspect of your new business,

especially clientele. What you think you know today
could change. In fact, most successful online coaches
have tweaked their target audience since starting.
They got out there, had some preconceived ideas,
fumbled around, talked to people, and slowly figured
out the types they wanted to train. Then they coupled
that evolving info with their personal strengths and
weaknesses to find their niche.
Let’s start the process for you right here.
Welcome to the world of infinite shelf

space
Before online coaching, almost every client acquisition
looked something like this:
Client wants fitness. You’re a trainer. Client walks into

gym. You’re there. Client says, “I want training.” You say
okay.
Before online coaching, if a client in Beaverton, Oregon,

wanted a trainer, she had the trainers in Beaverton to
choose from — and likely just the trainers on her end
of town (most clients refuse to travel more than 20
minutes to a gym).
Now a client in Beaverton, Oregon can work with an

online trainer in Topeka, Kansas or Bangkok, Thailand.
Location is no longer a factor and a person five miles
away doesn’t have to seek you out just because you’re
local.
The internet has given us a world of infinite shelf space,

a phrase that grew out of, as you might guess, Amazon’s
dominance. Back in the day, the ‘Zon started as an
online bookstore. Compare its selection and prices
to those at even the biggest Barnes & Noble store and
there was no contest. Why? B&N had limited brick-and-
mortar shelf space. Amazon had infinite digital shelf
space and could offer any book title on the planet (now
it’s the same for toilet paper, portable air compressors,
and fish oil).*
* In his book The Long Tail, Wired editor-in-chief Chris Anderson

shows just how much opportunity there is for everybody with infinite
shelf space. In the “long tail” model, a few win out very big, but there’s so
much market opportunity that millions of smaller businesses can win over
time, too. There’s enough for everybody. It’s very exciting!
Online training made the same transformation. Now

that anyone can hire any online trainer on the planet,
we’ve eliminated “availability bias,” which kept people
working with coaches close by even if someone farther
away was the better choice.
It used to be the same in a lot of other industries.

You bought whatever brand of product your local
supermarket stocked. You had just a few options of
coffee to choose from, for example.
Not anymore. Now you can order any coffee you like
online. Even niche companies can reach customers
on the other side of the globe. The resulting effect is a
decentralized, democratized, and open marketplace.
This means you may need to change your priorities.

This means separating yourself in areas like niche
selection and putting your uniqueness front and center.
That’s why identifying your ideal clients within a given
niche is a big deal.
Online training is open and unregulated. This is good

for you because it’s easier than ever to enter the
market. Unfortunately, if it’s easy for you, it’s easy for
everybody else as well. Anybody can post shirtless pics
on Instagram and call himself an online trainer. Guess
what? You don’t need to worry about those people.
The people who last in this business, the ones who

stoke their careers and build businesses over time
and love helping people, find ways to set themselves
apart. They make it easy for potential clients to see
why they’re the obvious choice. That’s why this online

environment is so exciting. A wide-open market lets
you set yourself apart. The single greatest marketing
advantage you have, and will always have, is that there
is only one of you.
This isn’t about accumulating thousands of followers.

It’s about appealing to a faithful audience that trusts
you and sees you as an expert, their expert. In any
open marketplace, the best will always thrive because,
in a market devoid of availability bias, the customer
becomes the boss, choosing based on relationships,
reputation, trust, and who she believes can best serve
her.
This decision is rarely based on actual merit. Instead,

it’s based on an uncommon commonality that often
has nothing to do with fitness. A great example: OTA
student Troy Bennett, who has made himself the
go-to fitness professional in the Chicagoland cosplay*
community. The result? His first five clients signed
up with no hard-selling necessary — all because Troy
connected with them in their world (read his story
here: onlinetrainer.com/troy).
Part of this conversation is marketing, and we’ll

cover that later. Right now let’s talk about that boss
customer...
* Cosplay is short for costume play. It’s a growing trend where people
dress in costumes representing various characters, usually superheroes or
video game icons.
Who do you want to train?

This is the first step we see missed time and time again
by trainers trying to find their niche. Who do you enjoy
training? What ignites your fire?* What gets you out
of bed in the morning? Enjoying what you do day in
and day out is a necessary piece to the puzzle. Never
overlook it.
Consider this story of an OTA student trying to find her

niche: She offered coaching to her audience without
specifying who it was for (she wasn’t sure at the time)
and 12 people signed up. Awesome, right?
Then she took a moment to look over her group. She

noticed 11 of them were middle-aged women. Hmm.
Not only middle-aged women, but women in similar
positions in life, facing similar battles, and with similar
goals. With some guidance from our coaches, she
realized this was an attractive and valuable niche for
her and hasn’t looked back.
Is this how it will go for you? Maybe, maybe not.

Don’t dedicate your energy to worrying about that.
Dedicate your energy to understanding yourself and
your audience. Do that, and decisions tend to become
obvious.
Find your blue ocean

Let’s say you decide to be casual or vague with your
* Shameless, I know. Ignite the Fire is the title of my first book:

theptdc.com/ignite.
target audience. Even good trainers make this mistake.

What happens? You wind up competing with a plethora
of trainers vying for attention, all getting frustrated that
nobody is listening or willing to pay anything more than
bargain-basement rates.
Some people can absolutely succeed without targeting.

That success usually boils down to developing
a network of trusted people from a variety of
backgrounds, or maybe they have the secret sauce of
good looks, charisma, writing/video skills, and luck.
And I’m not dumping on that. If you’re in a position to
make that happen, get out there and do some good. But
for most of us, in order to create an advantage, we need
to go deep, not wide, to differentiate ourselves.
For example, let’s say the bulk of your in-person clients

were 20- to 60-year-old men and women who wanted
to lose weight. It makes sense to use that mold for your
online clients, right? The short answer: With a strong
network you communicate with regularly, you’ll likely
get clients in this broad group (which is too big to be
called a niche). But you’ll fight for them in a red ocean*
when you should be seeking open waters.
Create your blue ocean by differentiating yourself.

Create a category of one and you’ll become the obvious
choice for your ideal client in an online marketplace.
* That metaphor comes from Blue Ocean Strategy by professors W.

Chan Kim and Renée Mauborgne, one of the most notable business books
in the past 20 years. It describes the process of developing “uncontested
market space” — the blue ocean — while the rest of the competition tear
each other apart for the same customers in a bloody red ocean.
They’ll find you, ask to train with you, and pay whatever
you ask. Ignore this principle and you’ll be just like
all the other online trainers told by clients that your
services are “too expensive” — and that’s if you ever get
a chance to talk to them.
Showcase your uniqueness

In the words of my friend, John Romaniello, the New
York Times bestselling author and founder of Roman
Fitness Systems: “What customers or readers react to
and how they decide what to invest in is not based on
the 99 percent of what we have in common, but the one
percent that makes us different.”
Clients don’t choose you because you’re like every

other trainer (“I’ll help you lose weight! Burn fat! Gain
muscle!”). They choose you because of the one percent
that makes you different. This is your 1% Uniqueness
Factor.
Conventional is boring and gets ignored. Uniqueness

sets you apart. Not a single other human on this planet
is you, or has your perfect recipe of qualities and
experiences.
That, friends, is a competitive advantage. Your

uniqueness will attract like-minded clients, and
because you’ve mapped this out, gone that extra step
to set yourself apart, you assure those clients that you
understand them on a deeper level than just sets and
reps.
It also gives you a talking point when you contact

the client. Think about it: When you reach out to a
potential lead, would you rather say, “Thanks for your
query. My prices for training are XX to YY. Would you
like to get started?” Or would you prefer to say, “Wow!
You love Indiana Jones, too. Did you know Spielberg
cast Tom Selleck first? Think he would’ve been as good
as Harrison?”
Finally, it helps you pick out the people you really

want to work with. Your time is your most valuable
commodity. Asking questions to predetermine whether
you’d enjoy working with a client is just as important as
learning their exercise histories.
Going two inches wide and two miles deep when

seeking clients will always serve you better than
the opposite.
Example: OTA student Michael Sotos, from Ashland,

Oregon, lets his uniqueness and generosity shine when
clients join up at Uncanny Strength and Conditioning.
Michael’s application, which is meant to appeal to
superhero fans, has fields such as “Special Abilities
and Powers” and he also asks applicants to name their
favorite superheroes.
Why? For one, it shows a sense of humor and that

training with him won’t be deadly serious. Two, it
creates a connection with others who share a similar

interest, and is more likely to move the needle for that
population. And three, Michael sends clients a figurine
of their favorite superhero along with a note thanking
them for purchasing his services.
Brilliant. This is just one example, but Michael was able

to take something he already enjoyed and use it to build
a deeper connection with his clients. You can, too.
How do you appeal to your niche?

To connect with your niche in a personal way, you can
also tap into shared experiences. Other trainers who
haven’t gone through the same experience simply won’t
“get it,” even if they can empathize.
Some examples:
−− An army veteran working with other military

personnel.
−− A new mom training other new moms.
−− A trainer who used to be obese, who understands
that journey, working with other people in a similar
position.
Now, does this mean that a male trainer who wants to

work with new moms shouldn’t do it? Of course not.
But it’s a simple fact that a new mom will have an easier
time marketing to new moms because she can tell her
story.
Ideally, your clients should feel like they “get” you.

They should feel special that they recognize something
in you because you reach them on common ground.
Meet clients where they are

For you literal-minded folks, we don’t mean where
clients are standing right this second. Like, at the coffee
shop. Though you can try. We won’t stop you. No, this
is a basic concept about connecting with them on an
emotional level.
Remember, the easier you make it for a client, the

better chance he’ll sign up. So let’s look at ways trainers
make it more difficult to connect. We’ll start with the
most powerful tool you have: language.
The right language can bridge a gap; the wrong language

can make it wider. Case in point: Trainers love to use
trainer language. Words like “performance,” “mobility,”
and “hypertrophy” are everyday parlance for fitness
pros. But the general population? Eh, not so much.
Sure, some people will respond to jargon. But in an
ideal world, you want potential clients to think you’re
speaking directly to them. It’s personal.
Making your prospects learn a new language becomes

just another barrier standing in their way. If you don’t
already have their trust and attention, that’s not a
mountain you want to climb. A really good example of
“clients vs. jargon” is Weight Watchers. They produce
lots of magazine and online articles to help their
members with fitness, but they avoid using the terms

“exercise” and “workout” in the copy.
Sounds crazy, right? A weight-loss company avoiding

the most common fitness terms? Not really. Here’s
why: About a third of WW’s members are “normal”
exercisers who run, bike, or go to gyms. Another third
walk, and that’s about it. The other third don’t exercise.
The mission of WW’s content is to engage all members,
so they strive not to unintentionally intimidate or
judge the folks who don’t exercise. They use terms like
“movement” or “physical activity,” which have nothing
to do with gyms or formal exercise, but just might
inspire non-workout folks to get moving.
When thinking about language, put yourself in your

clients’ shoes. How would they describe the benefits of
your services? What problem(s) are they attempting to
solve, in their words?
A perfect example is Carolina Belmares, an OTA

graduate and owner of Sweatglow Fitness. Carolina
charges substantially more than anyone in her town,
both for in-person and online training. Her ideal clients
are affluent, and to get to know them better — and to
show them she cares — she attends the fundraising
events her clients support.* When she does, her clients
go out of their way to introduce her to others and she
gains easy referrals. Not only that, by schmoozing with
lots of her ideal clients, she learns the language they
use, their unique challenges, their frustrations, and
* Okay, so you can literally meet your clients where they are.
their goals and limitations. Her empathy, as a result, is

genuine.
If you don’t have immediate access to a live audience

like Carolina, find mass-market authorities who serve
your audience and analyze how they communicate and
connect. This can be in:
• Advertisements
• Books and magazines
• Videos
• Websites
• Social media profiles
How do they reach prospects? How do they define

problems? How do they sell solutions? While you
don’t want to copy or steal their words, you want to
communicate to your audience where they are in a way
that triggers a reaction. This process can pull back the
curtain.
Another way to whet your appetite for this type of work

is to find other companies and coaches who promote
to your target population. Buy their books, subscribe to
their emails, follow their social media feeds, and be a
sponge. Pay attention to the language they use and, in
particular, what gets a good response and what doesn’t.
From here, you can take what is useful, adapt it into
your own unique offering, and leave the rest behind.
“ C A N I TR AI N P E O P L E O U T S I D E M Y
N IC H E? ”
Coach Alex here. I get that question at the OTA
all the time. The short answer: Of course you
can. Just because someone doesn’t immediately
identify with your niche doesn’t mean you can’t
click with them in a trainer-client capacity. This
is particularly true when you’re just starting out
and need clients.
Think of it this way: Your niche gives you

direction. It helps dictate where you invest your
time and efforts and guides your communication.
It’s the shovel you’re going to use to carve out
your own corner in this industry.
That said, building a network of people who

know, like, and trust you takes time. Opening
yourself up to your current network where that
trust is already built-in is a great way to get your
first few clients.
How do you appeal to your existing network

while being clear about what you do and who
you help? One strategy is to remove the specificity
around the demographic you train, while
maintaining the specificity around how you help
them.
Take this niche as an example:

“I simplify fitness for busy female entrepreneurs

ages 25 to 45 and help strengthen their bodies
and minds through flexible online coaching that
they can fit into their hectic schedules.”
That’s a pretty good niche. Still, while building

up your foundation, you can expand your reach
with a simple shift:
“I simplify fitness for busy people and help

strengthen their bodies and minds through
flexible online coaching that they can fit into their
hectic schedules.”
This isn’t a permanent solution, but it’s a great

way to cast a wider net getting started and begin
getting some momentum. Remember: Niche or
not, as long as you get along with your clients
and they respond to your direction, you’ll get
results.
Ah, but here’s the thing: You may not like the words you
find in these environments. You may know those words
don’t actually mean anything, or that they’re not being
used correctly, but you need to work through that. Meet
clients where they are, not where you wish they’d go.
Some trainers might say, “Wow, that really isn’t me.

That’s not how I want to operate.” Going against what
you believe can be tough. You need to decide what
you’re okay with. For instance, some trainers would

loathe using words like “toned” or “functional” or “lose
belly fat.” And that’s completely fine. Know that about
yourself. But also understand that your audience likely
possess different perceptions about that language, and
you may be creating a barrier by not meeting them
where they are.
There’s more: Many fit pros live in the online

communities of other professionals and we take pride
in the approval of our peers. When you use language
that resonates with your prospects, you may get
pushback from other trainers. That’s completely okay,
too.
Remember who you’ve set out to help. Remember

whose business depends on reaching clients on a gut
level.
Proceed accordingly.
T H E TA K E AWAY
If you identify your ideal client, you make it easier
for the two of you to find each other. You’ll share
similar interests and goals, and if you develop
your niche, you’ll have clear access to potential
clients in that niche. The more common ground
you share, the happier everyone will be.
CHAPTER 5
Pricing and
Packaging Your
Services
“Always render more and better service than is
expected of you, no matter what your task may
be.”
—Og Mandino
We’re talkin’ money again, and yeah, it always messes

with people’s brains. How much should you charge for
your services? How should you package those services?
What, after everything is said and done, are your talents
really worth? Good questions. That’s why there seems
to be this mysticism around pricing in the fitness
industry.
Some pros are terrified of charging too much. Others

are worried they’re charging too little. Where’s the sweet
spot and how do I hit it?
Understand: It ain’t magic, or some secret recipe, or

something to be scared of. Pricing, however, does have
power. It represents your vision and dictates your
actions. And it can communicate more about your
business to a customer than any other marketing piece
or headline you can create.
If you respect that power and learn how to harness it,

you’ll eventually arrive at price points that will satisfy
you and your clients. Here’s how...
The psychological power of price

Think about your gut reaction when you see a price
tag.* If it’s cheap, you think it’s low quality. If it’s
expensive, you think it’s high quality and more valuable.
Does that always turn out to be true? Of course not.
But we’re talking about instant psychological reactions
here. Be honest: You’re slightly intrigued when
something seems outrageously expensive, aren’t you?
You see where I’m going, but I’m not advising you to
price yourself outrageously high just for the sake of
pricing yourself outrageously high. Still, think about
what happens when a customer shops around for
trainers and comes across two options with one that’s
double the price of the other.
* Caveat: We don’t mean a piece of expensive merch marked down to

bargain levels. This is a fully priced hypothetical example.
The immediate reaction: “Hmm, that trainer’s a lot

more expensive but looks really good across the
board.” Now, whether the customer chooses to pay
is a different discussion. Some customers will always
choose the cheapest option, but you don’t want to work
with them anyway. Let other trainers appeal to those
bargain-basement shoppers.
Also, charging twice as much means you need to work

with half as many clients to make the same amount
of money. That opens you up to more professional
development, more side projects to generate income,
develop your business, or spend more time with your
family or on a hobby or working out.
I personally shudder at the idea of working more hours

for less money. Don’t you?
Find the right price for you

There’s no ideal price point for online fit pros. The
“right” price is simply what works for you.
A lot of newer trainers will “shop around” looking

at what other trainers charge and base their pricing
on that. Beware the compare game. No two trainers
are alike. You’re complicating something that should
be simplified. Agonizing over something you had the
answer to all along.
I won’t walk you through a magic pricing process.

That would be pointless. Rather, I’d like to share a few
principles and strategies. The magic will come from

you. Why? You’ll develop your pricing from your own
business structure and what kind of business you want
to run, not from what other trainers are doing. (Yes,
it’s true, celebrity trainers like Chris Powell can sell
programs for much cheaper than you can. He can also
sell a lot more, and appeals to a completely different
audience than you. If you do desire to sell thousands of
programs, you’ll need to do the work that no one sees,
spending years — if not decades — building your brand,
networking, and achieving mastery to get to where
Chris is now.)
Rather than worrying what everyone around you is

doing, look at:
• Your freedom number.

• The value of your time.
• The services you offer and the time it takes to
create and deliver them.
• A realistic assessment of the hours you want to
work, keeping in mind you also need time to grow,
develop new ideas, and market.
All of those things will be unique to you. No other

trainer will have identical answers to yours. That’s why
you need to be careful when looking at what other pros
charge. You can, however, look at how other trainers
work through this process. Once done and at your
freedom number, you can then decide whether you
want to expand and scale. Some do, others decide that
they are happy where they are. The choice is yours, and
that’s the point.
For example, a recent OTA graduate named Sara took

the time to determine her price objectively. Based on
what she wanted to offer her clients and how much
time she had, Sara needed to charge $800 a month, and
could only take on four clients at a time.*
Her response: “I could never charge that much! It’s too

high. Nobody will sign up.”
We talked about her situation. The numbers didn’t lie.

Sara is a qualified life coach and wanted to include a
substantial amount of private coaching calls with her
package. While powerful, these calls take a lot of time
and increase what she needed to charge. She had to
decide what to do with the objective truth in front of
her. She had two options: The first was to remove some
of the more time-consuming aspects of her service
to lower what she needed to charge. The other was
to accept the situation as-is and find four people who
would pay $800 a month.
I mentioned that pricing represents your vision and
* To find this number, she used the Online Training Pricing Calculator
that we provide within the Online Trainer Academy. It takes into account
freedom number, services, how much time a trainer has to deliver her ser-
vice, and how long her desired package will take to deliver, then provides
a variety of pricing options at different client quantities. Our coaches then
guide students like Sara to their ideal business structure. This, of course,
is prone to change over time, which is why many of our students return
to this exercise multiple times over many years (students have lifetime
access to both the Online Trainer Academy materials and our coaches at
no extra or ongoing cost).
dictates your actions. Sara’s story is a great example.

She had a vision and once she knew what she had to
charge, her required actions became clear: She needed
to go after affluent clientele, which affected everything
from her sales voice to her marketing channels. Sara
went from “I could never charge that much” to knowing
that, for what she wanted to deliver and how much
time she had to deliver it (she’s a busy mom), she had
to charge $800. It didn’t take long for her to integrate
herself into more affluent communities, rebrand her
materials to give them a more prestigious feel, and take
on the four clients she needed.
And with only four clients, she did an incredible job

and gave them an exemplary service, which made
generating referrals easy. Sara now has the perfect
turnkey business for her, in her time, generating enough
income for her family without taking away her time and
attention. That’s the power of precise pricing.
The pitfalls of higher price points

You need to grasp an important concept: If the right
kind of prospect understands the value in what you offer,
price becomes increasingly irrelevant. On the flip side, if a
prospect doesn’t understand the value in what you offer, or
isn’t the right person for your services, any price will be too
high.
If a client decides that you’re the person to help them

become the version of themselves they want to become,
that’s priceless. A prospect in this frame of mind
won’t bat an eye at practically any price you present.

However, a prospect still thinking Why should I work
with this person? will question practically any price you
suggest.
Another important point: No matter how low you price

your services, there will always be clients who cannot afford
you. Even if you do all the right things and make a killer
sales presentation, some clients will still say you’re too
expensive.
When they do, you’ll be tempted to drop your price.

And why not? Fitness businesses can grow fast by
driving price as low as possible and stealing members
away from other clubs or fit pros. Isn’t that the name of
the game?
No. Don’t fall for it. When low price is your only
advantage, it’s just a matter of time before a competitor
undercuts you with even lower prices. The market
quickly becomes a race to the bottom, squeezing profit
margins to razor-thin levels and eventually driving
everybody out of business.
This pattern has run its course multiple times in the

past few decades, and surely will again. You don’t want
to be in a fight like that. The only winners are extremely
large and efficient businesses and, even for them, the
margins are so thin that the smallest change in market
conditions can take them out.
“Wait a second,” you say. “All this flies in the face of

logic.” The best product at the best price will always
get the sale, right? This couldn’t be further from the

truth — and leads to a lot of frustration from people in
the fitness industry who believe they know more and
are better professionals than the ones who have taken
the time to learn marketing and, as a result, build bigger
businesses that help more people.
It’s time for you to start paying more attention to

your price, figure out the pricing model that works
best for you, understand what you’re unconsciously
communicating to your clients with that price, and
adjust your marketing accordingly.
What should you offer for that price?

Beware the temptation of offering too much. That’s the
mark of an unconfident trainer. Always err on the side
of underpromising and overdelivering. This is a good
way to go for a couple reasons:
First, you don’t want to overwhelm yourself, and that’s

easy to do. Just because you’re working online doesn’t
mean you’re working smarter. I’ve known quite a few
trainers who didn’t put enough thought into their
packages and ended up working twice as hard for half
the money online.
Second, clients who do well with a remote trainer

are self-motivated. It’s not your job to be there every
second, performing endless phone check-ins* and

over-assessing. Your job is to provide clients with the
support, direction, and accountability that they need.
You’ll empower and encourage them so they can take
ownership of their fitness — and enjoy the process.
As trainers, both in-person and online, it’s

commonplace to discount the time we spend preparing
for clients, offering support, and doing our own
administration. The “pay for service” model of training
where we earn an hourly rate is likely the culprit.
If you’re going to have more freedom in your personal

and professional life, you need to break free of this
mindset. You must appreciate the time it actually takes
you to deliver a service in order to value it. You may be
surprised what you come up with.
Here, I’ll list out a whole bunch of potential services

you could include in your packages. I recommend that
you estimate the amount of time it will take you to
deliver that service before you consider offering it.
T E MP L AT E S : T H E S H O R T C U T T O
E X CE LLE NT P RO G RA M RE S U LT S
The more ways you can find to save yourself
time without compromising customer service,
* Nobody needs to speak to a trainer every week, or even every two weeks.
And phone check-ins should be just that, check-ins lasting no more than
10 to 15 minutes. Have a list of quick questions to run through to give you
an idea of where your client is with training and recovery.
the easier your job will be — which allows you to

focus more time on your business and clients (a
virtuous circle if there ever was one).
Templates save you time and prevent you from

building a program from scratch for every new
client.
I understand you may think templating strips

away individualization of each program, and
thus does a disservice to your clients. Nope. If you
do templates correctly, the opposite is true.
The fact is, most clients can be bunched into

categories. The workouts for all clients within
a single category will be similar. That’s where
templates come in. Meanwhile, as you work with
a client over time and take in more feedback from
them, you’ll continue to individualize and iterate
on the initial template that you provided.
That’s the trick: Templates should serve

as the foundation of each program that
you individualize as you develop a deeper
understanding of your clients’ goals and desires.
Create a basic template for every client goal, such

as hypertrophy, mobility, fat loss, and strength.
What likely won’t change from client to client:

Programming considerations. Things

like sets, reps, rest, and tempo will likely stay
constant.
Order of exercise categories. While your first

exercise may not always be a bench press, it’s
likely to be some sort of multijoint, upper-body
horizontal push for similar clients.
Workout split over the week. How many

times the client trains and how the programs
are split over the course of the week likely won’t
change much.
What likely will change from client to client:
Specific exercises. While the exercise category

will stay the same, the specific exercise may
change.
Grips, implements, and stances. Physical

limitations, previous injuries, and access to
equipment will vary by client.
Possible service ideas

This list is not exhaustive. There are always other ideas.
I don’t suggest that you offer all of them (that would be
crazy). This is a chance to consider your options and
what may work best for you and your clients, as that’s
always the most important piece.
• Custom program design. All the individualized

workouts a client needs (sort of anti-templating).
• Custom nutrition design. This may take the form
of a meal plan and/or nutritional guidelines.
• Daily tips. Sent automatically through your email
system, these could include health and habit tips
delivered daily or at regular intervals.
• Phone consultations. Weekly, biweekly, or
monthly phone consults, ranging from 15 minutes
to an hour.
• Email / instant message support. Answering
program questions, having clients send you pictures
of their food, or responding to general concerns
may apply here.
• Guided movement screen. Initial movement
assessment over Skype, in addition to regular
check-ins.
• Assessments of any kind. You could include
anything from strength tests to endurance tests to
body fat measurements.
• Membership program. Access to a password-
protected platform that delivers tips, hosts a
community, and provides additional support.
• Positive messages / affirmations. Simple but
powerful motivators. May include pictures, quotes,
or personal notes.
• Mindset training / life coaching. For those
trained in these types of coaching, you may include
them as part of a full transformation program.
When it’s time to put your packages together, I

recommend keeping things simple and starting with
two offerings: one that includes little-to-no support and
one that requires more of your time.
Here’s an example of two potential core packages:
1. Custom workout program design + initial video

assessment + biweekly 15-minute phone call
check-ins.
2. Custom workout program design + custom nutrition
design + initial video assessments + monthly video
assessments + biweekly 15-minute phone call
check-ins + weekly email support.
The difference between these two packages is how

much personal support you provide. Your basic offering
delivers some core services with minimal ongoing
support. The second, more upscale package offers extra
personal care.
A F UN WAY T O G E NE RAT E B U Z Z
Along with all the services you can offer,
think about trying a competition. A contest
or something similar can bring your business
positive attention while showing a lot of people
how you can help them achieve their goals.
The trick: Now your clients are competing
with each other (and themselves) for the best
transformation.
A good contest/competition should include the

following pieces:
Two deadlines: One for clients to register, and

one for members to hit the predetermined goal.
One specific goal that appeals to one audience

and can be achieved in a short period of time.
A fun name that lets people know it’s for them,

and when the contest is happening. For example,
“Summer Slimdown!” is concise and catchy, but
more important, it tells your audience that this
is a contest for people who want to firm up for
swimsuit season.
A clear method of determining the winner.
Cool prizes! Cash, gift cards, spa treatments,

workout apparel, and more. (Pro tip: Local
companies or online retailers might want to
work with you to provide prizes in exchange for
promotion.)
The easiest way to get a contest off the ground is

tying it to a season or holiday. To start, pick a
holiday or event that is at least four to six weeks
from the start of your contest. So, “Summer
Slimdown” may start in the middle of April. Your
contest doesn’t need to correlate with a season

or event, and could just represent a goal of your
members. “Tighter Tush” anyone?*
The key for you: Consider all the nuts and bolts of
what you’ll have to do to make your services a reality.
Understand the time required not only to get the
service up and running, but to maintain it. If you don’t
have this very basic understanding, you’re going to have
big problems later on.
Let’s look at Online Trainer Academy grad Gina

Patterson from Bend, Oregon, as an example. Her
nutrition and training business, Bite Nutrition, offers
the following services:
• Accountability and support

• Training tips
• Meal planning strategies
• Training logs
• Custom nutrition plan
• Custom training plan
• Initial setup call
• Detailed reviews
• Email support
• Private check-in calls
* Alliteration for the win!

All of the above is offered in her low-end package,

however only a nutrition or training plan is provided.
Her high-end package includes a custom nutrition
and training program, in addition to all of the services
offered in her low-end package, and it’s as simple as
that.
Of course, Gina’s just one example. Let’s look at

another one.
OTA grad Ren Jones from Charlotte, North Carolina,

and owner of Fitness Jones Training, offers three
packages: basic, premium, and executive. His basic
package includes:
• Live initial movement screen assessment.

• Customized training program.
• Biweekly phone check-ins
Ren’s premium package not only increases the

frequency of his phone check-ins to weekly, it includes
customized nutrition coaching, sleep coaching, and
guidance around injury prevention and recovery.
The executive package ramps up his support and

offers two weekly phone check-ins, daily text message
motivation, as well as two 30-minute face-to-face
video calls each month. He also tacks on a one-year
nutrition program in addition to separate monthly “no
equipment workouts” for road warriors.
The bottom line: There’s no magic formula of services

to offer. It all depends on who you help, what problems
they want to solve, and what fits with you and your
expertise. Don’t worry too much about what others
are offering. Dedicate that energy to figuring out what
makes the most sense for you.
T H E TA K E AWAY
Don’t undersell your services. Build the
business you aspire to build and price yourself
accordingly. People generally associate higher
prices with higher value. Charge what you believe
you’re worth, exceed those expectations every
day, and clients will sign up.

I know that we’ve covered a lot so far and don’t
want you to stress about remembering all of these
pieces. If you haven’t yet, download your checklist
that accompanies this book right away to keep
yourself organized.
Get yours at www.theptdc.com/checklist

CHAPTER 6
Client Onboarding
and Physical
Assessment
“A stunning first impression was not the same
thing as love at first sight. But surely it was an
invitation to consider the matter.”
—Lois McMaster Bujold
Some folks have a real talent for making other people

feel important. That’s the kind of talent you need to
develop if you want to become a successful online
fit pro. I’m talking, of course, about your clients.
Results are the priority, but if you can make them feel
important, valued, and respected along the way, they’ll
never leave you.
That starts on day one. When you sign up a client, what

happens? What do they get from you? What do they
see? How do they feel? How do you make them feel?
Welcoming new clients — a.k.a. onboarding — is

the first experience they’ll have with you aside from
any previous sales process. In other words, this is
your client’s first impression of how you operate.
Onboarding will kick off your professional relationship
on a good, awkward, or not-so-good note.
Onboarding is also a critical opportunity to further

appeal to your niche, separate yourself from the pack,
strengthen your relationships, and continue to cement
your personal brand and reputation.
Oh, and proper onboarding is good for one other thing:

Identifying and potentially weeding out clients who
won’t click with you or your program. That sounds
negative, but trust me, it’s a positive. Client-trainer
mismatches help no one.
So let’s look at some onboarding basics, including how

to perform an effective baseline physical assessment
online (that is, from a distance).
Your application form

A potential client is interested — so much so that she’s
about to start your online application form. What will
she see? And what information do you want from her?
This is your first transaction with her. What needs to
happen in the next few minutes to ensure that (a) she
buys in and (b) you have a really good idea of what kind
of client she’ll be?
You see, the application is not a one-sided process. It’s

not just, “Oh, plug in your name, email, and credit card
number and we’re good to go.” You and the client have
a stake. Your form is another source of information
that’ll help you underpromise and overdeliver. It’s also
an opportunity to cement the relationship.
Your application form has three main purposes:
1. Build rapport.
2. Gather pertinent information.
3. Qualify leads (i.e., determine if that client is a good
match).
So what questions should you ask? Keep it simple and

let your personality drive the tone. Some trainers are
all business. Some keep it light and fun. Any tone is
fine as long as it’s honest and reflects your practice,
because you’ll attract more like-minded clients, and
those who aren’t a good match won’t click (literally and
figuratively). Some application strategies to keep in
mind:
−− Collect the basics: Name, age, weight, gender, email

address, etc. Sounds obvious, but little things are
easy to forget.
−− Ask about physical limitations, medical conditions,

injury history, or special considerations when
it comes to workouts. This isn’t just for your
information. Conditions could tie in to the client’s
goals (“I want to get off my diabetes meds!”) and

state of mind (“I get so angry when I look at the
scale!”).
−− Use questions that hint at what’s to come in the

trainer-client relationship, but also let you know
what kind of client that person may have been
in the past. What’s your fitness goal? What kind of
workouts have you done previously? Have you worked
with a trainer before? How open are you to trying new
things?
−− Use questions to your advantage. You should

not only include fun and creative questions that
showcase your personality and build rapport, but
also try to weed out clients you don’t want to work
with. This could mean asking potential clients to
rank their commitment level, or if they’re willing to
invest money in improving their health and fitness.
To help qualify the leads that come her way, Online

Trainer Academy graduate Michelle Rycroft of Ripped
by Rycroft includes the following questions on her
application form:
Are you willing and able to invest $40 per week into getting
the results you want?
How committed are you to losing stubborn body fat?
She also does a great job building rapport with

questions like, What’s your favorite gelato flavor? But
including those first two questions identifies people
who aren’t a good match before they get too far.
Meanwhile, OTA grad Lee Kinghan of Phoenix

Nutrition and Fitness helps qualify leads with this final
question in his application form:
Do you understand that no magic pill, wrap, juice cleanse,

or tea will get you where you need to be, and that hard work
is ahead?
That’s a mic drop right there. Those who don’t align

with that approach won’t apply, and those who do, will.
And that’s the goal with qualifying questions like these.
Don’t be concerned that some people won’t want to
train with you. It’s more important to attract clients
who will be the right fit.
A MA A B O U T F A Q
Your online headquarters should definitely have
an FAQ section and you can even encourage
potential clients to “ask me anything.”
Enthusiasm for answering questions hints at
patience, honesty, and transparency. That’ll give
people one more reason to like and trust you.
When you receive a question about your program

or services, add it to a running list of questions
and answers you have on hand. This can be
posted on your website, as well as sent in each
client’s welcome package. This keeps your FAQ
consistently growing and up to date. And yes, if

one person asks about something, chances are
someone else will wonder the same thing. FAQs
are a great vehicle for offering information about
you and your business.
Your welcome package

If your application is a chance to offer a great first
impression, your welcome package is a chance to blow
people’s doors off. Make it your hard-and-fast rule:
Each new client gets a personalized welcome package
immediately after signing up. Remember, you’re
working with folks remotely, so your package will
ideally be digital (you certainly could ship a physical
welcome package with similar swag you’d gift to a new
gym client, but that gets unwieldy over long distances).
An effective welcome package brings two things:
Fun: Welcome clients to your training and get

them excited. Reinforce why they chose to train with
you.
Facts: All the information they’ll need about

how the online training process works and how to work
with you.
Here are some examples of what you could include. You

don’t need to include everything on this list, and this
list is not exhaustive by any means:
−− Thank you and welcome. This can take many forms.

A quick note, a full letter, whatever feels right.
You can do the straightforward route, or create
something visual, or make people laugh. It’s really
up to you. Just make it a genuine reflection of you
and your business.
−− Introduction to the program. Clearly define it,

including why it’s so effective. Speak directly to
your clients. Emphasize how your program will
benefit them.
−− Procedures for working with you. This is crucial, for

this part helps manage client expectations and lays
out the rules on how much interaction you’ll have.
Texting and email have spoiled us* in a way, because
they’re so immediate and convenient. But trust me,
you want strict guidelines for how often a client can
contact you. Here’s what I suggest:
• The client can send you one email a week.

• The email must be all bullet points.
• Each bullet point is a question or comment.
• Each bullet point can be a maximum of three
sentences.
* My friend Andy Morgan, owner of RippedBody.com, an online training

company operating out of Tokyo, Japan, has a “no cellphone rule.” When
a new client registers, they sign off that they will never contact him via
cellphone. Over sushi when I was visiting Tokyo, Andy told me that no
intelligent message was ever sent via a cellphone. I don’t know if I’d go
that far, but I certainly agree that forcing a client to only contact you by
computer weeds out a high percentage of wasteful, thoughtless messaging.
• There can be an unlimited amount of bullet points.

• A client can send you the email at any point of the
week, but you’ll respond to it at a predetermined
time each week (you determine this and stick to
it).*
Of course, with this structure built into your

program, you can still make exceptions. You can
always be a human being first, no matter what
guidelines you have in place.
If a client is struggling, go ahead and have an

extra phone call, or offer additional support. The
important part is to set expectations around your
availability so that you don’t feel pressured to offer
24/7 support. If you make an exception for a special
circumstance, your clients will appreciate that you
are going above and beyond.
−− Watch your language, redux. When clients get an

online training program, it’s likely the first time
they’ve seen a personal trainer structure services
this way. It’s important to make that structure
simple and clear. Someone with no fitness
background should be able to look at your services
and understand exactly what they will be receiving,
and exactly how they will benefit.
* Consider the impact of these simple, yet eloquent, rules. If left to their
own devices, people will fire off questions without thinking, write in long
and redundant blocks of words, and ask way more than what’s needed. By
putting these rules in place, you still offer unlimited support but create an
ecosystem in which they write succinctly, organize it for you, and only ask
what’s necessary.
Remember: The language you use is important and

can either bridge or widen the gap between you
and potential clients. Speak their language. What’s
common to us can be foreign to our clients.
I learned this the hard way when I first started
training. After demonstrating a dumbbell overhead
press for a client, I got all enthusiastic and said,
“Okay, let’s do three sets of eight and see how we
feel. Ready?”
I was met with a blank stare. “Wait, three sets of
eight?” she asked.
“Oh, sorry,” I said. “Three sets of eight reps each
set.”
Still looking confused, she asked, “What’s a rep?”
Hey, it happens. One way to add some fun to any
potential language barriers is creating a “Handy
Guide to Trainers’ Jargon, Lingo, and Nonsense”
with a collection of definitions and “translations
to English” (or whatever language is appropriate).
Again, fun and facts.
−− FAQ (as previously discussed).
−− Links. Maybe you have a video library, or have
published on blogs or in magazines. The videos
will be especially important if they’ll help clients
understand program elements.
−− How physical assessments will work (more on this in
a minute).
−− Common mistakes. ‘Cuz you just never know.
−− Gym etiquette. Always a worthwhile education since

good gym etiquette is so rare and makes the world a
better place.
−− A guide to workout recovery.
−− A sample workout from the program. Include
instructions on navigating the software you use, if
any.
−− Cancellation/refund policy. Keep it simple and
transparent.
Again, these are just starting points. This all comes

down to understanding your audience. For example,
OTA student Ruvi Makuni of Fit Active Toned includes
most of the basic information listed above in her
welcome package. But she also adds an extra few
pages on how to keep yourself accountable, guidelines
on getting a good night’s sleep, and helpful advice to
differentiate between good pain and bad pain.
Why do all that? Ruvi primarily works with busy

professionals, and she not only understands not only
how important safety, accountability, and sleep are to
her clients’ progress, but also that those things are the
first to go south within that population. So she makes
sure her clients never overlook them.*
Ultimately, your welcome package should give clients

all the info they need to succeed. Remember: It’s your
clients’ first peek behind the curtain. They just invested
in you. Don’t take it lightly. Allow empathy to guide
* Want an example of a great welcome package? Check out the PDF Ruvi
sends to new clients here: onlinetrainer.com/ruvi-welcome.
much of your decision-making here. Put yourself in

your clients’ shoes and visualize their experience. How
would you like to be welcomed to a new program? What
would make you feel valued and important? Do likewise.
And now a few words about fine print

Unfortunately, every business requires some amount
of fine print, a.k.a. legal language that protects you
and your clients. Hear that? That sound was all the fun
being sucked out of the room. Yes, it’s tedious and can
be intimidating but there are certain legal pieces that
every online coach should have in place.
We’ll cover some fundamentals in this section, but

understand there are simply too many differences from
region to region, country to country, to get specific
with the details of legal or liability issues. The safest
and most effective way to ensure you’re fully covered
and meeting the requirements of your jurisdiction is to
consult a local attorney. It’s worth the investment.
What will you need? Client signatures on these basics:

a liability waiver, terms of service, and a privacy policy.
In addition, you’ll want professional liability insurance
that covers online clientele.
Let’s look a little deeper into each of these pieces:*
* Online Trainer Academy students get these three forms built for them
through a proprietary generator included in the digital portal that takes
in each trainer’s personal information and creates the necessary docu-
mentation.
• Liability waiver. This document communicates

the potential risks of the service you offer and
ensures the client will not hold you accountable
should an injury occur while working with you.
• Terms of service. A set of regulations that your
clients agree to before they begin working with
you. This will typically outline your policies and
procedures around payments, cancellations/
terminations, intellectual property rights, and
more.
• Privacy policy. How you’ll gather, use, disclose,
and manage client data. This includes any personal
and payment information.
You can include these documents in your welcome

package. You can either have clients print, sign,
scan, and send them back to you, or integrate your
documents with a platform where clients can “sign”
digitally.
Liability insurance
Insurance for online training* should cover you in two
scenarios:
1. The client has never seen you in person.

2. The client can be located anywhere in the world.
Often insurance will cover online training only if you

have seen the client in person before, or if she lives in
* The Online Trainer Academy has gathered a network of worldwide

insurance providers that meet the criteria above for our students.
the same insured region as you. If these scenarios meet

your business setup, you’re good. But if not, you’ll need
to adjust your coverage.
Your certifying body will likely partner with an

insurance provider. And while it’s not guaranteed that
this particular provider will meet your requirements, it
is a great place to start your search.
How to do a baseline physical assessment

online
You may have heard the medical expression that
doctors shouldn’t “diagnose from a distance,” meaning
they should never make a judgment call on a patient’s
condition without seeing the patient in person. That
doesn’t necessarily apply to personal trainers doing an
initial physical assessment of a new client, but if you’re
training someone online and “from a distance,” you
should adjust your approach.
Before we begin, let’s clear up a misconception.

Assessing clients online without being physically
present is absolutely possible, most of the time. As
we discussed in chapter one, some clients shouldn’t
be trained online at all, and these clients shouldn’t be
assessed online either:
• Clients in any sort of rehabilitative process.

• High-performance athletes.
• Clients who have never exercised before.
For everybody else, remember an assessment has two

purposes:
1. Develop a physical baseline to work from.

2. Identify any major limitations/injuries to refer out to
a medical professional when necessary.
The big difference between in-person and online:

Online assessments must favor reliability over
validity.
Most coaches have been trained to favor validity with

assessments and, for reasons that go beyond the scope
of this book (in other words, long story), the test-to-
test reliability of many assessments commonly done in
a gym is low.
I’m not downplaying the importance of having valid

measurements. It’s always better if you can get them,
but the reality is most tests aren’t valid anyway. Take
body fat tests, for example. Unless your client has
access to DEXA, Bod Pods, or underwater weighing,
any test result they’ve been made to believe is valid just
isn’t.
It’s even harder to get precise, valid measurements

remotely and I don’t suggest you try. Why? You can get
reliable information from basic assessment protocols
that are easy for your client to do at home with little
guidance (meaning they’re hard to screw up).
The following are some common assessments that work

well for online trainers because they’re reliable. Keep in
mind that different types of clients will need different

assessments, so you’ll want a few options in your
arsenal. And if you have a different method that works
for you, great. Keep using it.
—Body fat. This is the most common assessment. We

all know body fat is better to measure than weight.
Unfortunately, it’s also more difficult and requires
measurements with calculations, or in-home devices
that are notoriously finicky. And those body fat scales
are basically useless.* As popular as body fat is, I
suggest…
—Tape measurements. Tape measurements are a good,

old-fashioned method and you can find free online
calculators to estimate body fat from those numbers. A
tape measure is cheap, and since an inch is an inch is an
inch (and a centimeter is a centimeter), measurements
are reliable. You’ll have to coach a client on how to use
a tape and trust that they are reporting honestly.
—Body weight. Your biggest problem won’t be getting

clients on the scale; it’ll be getting them off it. Clients
tend to care too much about what the scale says and
* Most gyms use a form of bioelectrical impedance to measure body fat.

This is commonly done with scales but can also be performed using elec-
trodes hooked up to a person’s body. The machine sends a current through
the body and measures resistance, which gives an indication of body fat.
The problem is that hydration, which can be affected by everything from
liquid consumption to sleep, varies and adds an element of error from
three to five percent, rendering the test more or less useless. As researcher
James Krieger says, body fat testing with bioelectrical impedance is a
prediction, not a measurement. If you’re interested in more of the science,
Krieger has published a great four-part series on his blog Weightology
that you can find here: weightology.net/bodyfat.
weigh themselves far too often. Like many trainers, I

don’t like tracking body weight, but it’s so culturally
ingrained and so easy to track you almost can’t avoid it.
Because of that, the OTA suggests advising your clients
to only step on a scale once every two weeks.*
What should you care about from a progress

standpoint? Tracking weight once a month to note
improvements and set new goals is a good general rule.
Also, remember that a client may have positive progress
without losing weight, such as adding muscle over fat
where they feel or see physical progress even if the
number on the scale doesn’t budge.
—Movement screens. Functional Movement Screen

(FMS), individual screens, or assessments of specific
movements (such as a squat or walk-back-and-forth)
can be assessed through video, either live or recorded.
Movement screens are generally performed over Skype
(or a similar video conferencing service) where you can
cue the client. Alternatively, more advanced clients can
record themselves based on your instructions.
—Max lifts or 3RMs. A max lift should only be requested

from an advanced lifter. It’s now commonplace for
those who coach powerlifting online. The average client
won’t need it.
—Fitness tests. Old-school tests — 60-second push-up or
* Since you and I both know your clients will weigh themselves daily de-
spite what you say, have them track their weight using an app like Happy
Scale (IOS) or Libra (Android). These free apps smooth out the curve
showing overall progress and not the day-to-day fluctuations that can be
hard to swallow for some clients.
crunch tests, shuttle runs, flexed arm hang, etc. — can

be surprisingly useful in online training. While the tests
won’t tell you that much in terms of absolute fitness,
they form a great baseline and show progress well.
Another benefit of this type of assessment: It creates a
distinct goal for a client to surpass, celebrate, and talk
about.
—Endurance tests. Most often, cardiovascular tests

are given to athletes as a way of measuring everything
from efficiency to strength to improvements in work
capacity. If you work with an athlete, you’ll want to
adapt the test to the specific demands of their sport.
For general population clients, a good old-fashioned
beep test, one mile, or 12-minute runs work well.
Basically, you’re going back to gym class.
Ready to rock and roll

If you take this chapter in chronological order, from
signing up a client to sending your welcome package to
performing a baseline physical assessment, your end
result should be a coach and client who are prepped
and psyched to start training. Through all of this,
your clients should feel like they’re about to get into
something big. Exciting. Life-altering. Because they are.
And they should be just as pumped to have you as their
one-and-only guide.
T H E TA K E AWAY
Client onboarding done right simultaneously
gets your new clients even more excited and
lets them know the ground rules of your online
relationship. Your onboarding process should
reflect your personality and program, establish
expectations, and make a client feel valued
and important. Think of the entire process as a
launching pad for a great working relationship.
CHAPTER 7
How to Deliver
Online Training
“When you can do a common thing in an
uncommon way, you will command the
attention of the world.”
—George Washington Carver
It doesn’t occur to many trainers that launching an

online business component can be incredibly creative.
As in, if you open your mind to new ways to run things
or solve problems, you’ll find unexpected fixes that can
be cheaper and easier than the “expected” ones.
Case in point: It may surprise you to know that you

don’t have to pay for software to run an online training
business. Which sounds crazy. After all, “online”
implies that coaching software isn’t just optimal, but
necessary. Nope. In fact, many trainers use their own
concoction of free services like email, Google Sheets,
and Google Docs (or paid software like Microsoft

Office) to formulate a system that works for them and
their clients.
But hey, maybe you want specific software that’s an

all-in-one solution and makes your life a zillion times
easier.* We’ll talk about that. Just remember: None of
the following suggestions are commandments. Like
with everything so far in this book, the important piece
here is developing a system that saves you time and
mental energy.
Let’s take a look at the three most common ways online

trainers deliver their services:
Old school
Some folks are hooked on anything “old school.” That’s
fine. Old school here means using readily available
software applications to trade information. Here’s how
it works:
1. Using a spreadsheet program like Microsoft Excel,**

write all of your client’s programs manually into a
template. Include instructions or videos for how to
perform some or all of the exercises.
2. Email the program to the client.
3. With no way to track progress on a regular basis,
you’ll have to follow up constantly to ensure the
* Approximately.
** Lots of great, and free, workout templates are available online. I like
the ones offered at exrx.net/WeightTraining/Instructions.
client is working out and ask for updated data. (For

example, if he weighs and measures himself on a
weekly basis.)
4. Once the program is finished, you’ll need to get
complete data. Ideally, clients will be filling out a
workout tracking sheet (date of workouts including
weights, sets, reps, etc.). They could scan or take a
picture of a workout they’ve just completed.
5. You’ll need to input the data into your own system
and chart it to identify trends, usually on a master
spreadsheet.
6. Once a client completes the program, you’ll have to
repeat the process with a new program, updating
your existing data on this client.
If this sounds like your worst nightmare, you’re not

alone. Yes, it’s cheap, but it’s also labor intensive and
requires disciplined computer time. Imagine doing this
with 20 clients. I don’t recommend it. Of course, if you
know this is the route for you, do it the best way you
can. But you have other options...
Cloud-based
Pretty straightforward here: Use an internet-based (i.e.,
cloud-based) storage drive to operate your business,
giving clients access to a shared folder where they can
download and upload files as instructed.
For simplicity (remember that?), we’ll talk about

Google Drive, a cloud-based storage solution available
to anybody who has a Gmail account.* Google Drive is

great because you can create documents within it and
share permissions to either view or edit with whomever
you like. It’s also free and easy for anyone to use.
Google Drive offers a free program called Google

Sheets, a simpler version of Microsoft Excel, which
allows you to easily produce templates for your
workouts.
You might be quick to point out that working within

Google Drive is similar in some ways to the old-school
model. True, but with one major difference: clients
upload their own data into a folder you’ve created for
them. All you need to do is create a folder for each
client and share permission so you both have anytime-
anywhere access.
Anytime-anywhere is the key. The client can access

workout sheets on a phone or computer when he’s
ready and fill it out (at home, at a gym, in a hotel room,
24/7 anywhere he can get online). Meanwhile, you can
monitor his workouts in real time.
This process is about as good as it gets without paying

for software.
Yeah, let’s talk about that...
* As of this writing, Google Drive is ubiquitous and we couldn’t possibly

imagine a world without it. But times change fast in the tech world, so
you may be rolling your eyes right now and wondering why we’re not
talking about “Next Disruptive Supercompany’s Cool Stuff.” Hey, the
platform may shift but the advice is still timeless.
Software
Every day, in one form or another, we’re asked, “What’s
the best online training software?”
If you need a deep dive into specific training

software, the Personal Trainer Development
Center now has a completely updated software
resource that analyzes options. Check it out here:
theptdc.com/software.
Not much has changed since we spoke about this in

chapter three. As with every decision you make, don’t
strive to find the “best” option. It doesn’t exist. There’s
only what’s best for you and your clients. If you’re able
to make your business work for you so you don’t have
to worry about technology, you’ll have more time to
dedicate to helping clients solve their problems.
It really is that simple: Instead of spinning your wheels

trying to find the capital-B best, use the time to figure
out your own needs. Good training software allows you
either more free time or the ability to take on more
clients. As a result, software you pay for should be a
good investment. Most OTA students begin without
software and adopt it later after taking on their first few
clients.
T H E TA K E AWAY
Delivery options for online training range from
free cloud-based services to pricier software
designed just for trainers. The key: Forget what
everyone else is doing. Find the method that
serves you and your clients best. That’s the
criteria for any decision here.
CHAPTER 8
Client Retention,
Feedback, and
Testimonials
“The customer’s perception is your reality.”
—Kate Zabriskie
Your job is keeping clients around.
“Wait, what? I thought my job was training clients?

Getting them results, remember?”
The great results, the fantastic customer service, the

enjoyable rapport — those are tools for getting the job
done. And the job is keeping clients around. Look at it
this way: It’s a lot cheaper in time, effort, and money
to keep an existing client than it is to find a new one.
Getting clients on board is one thing, keeping them
around is another, and it’s the latter that will ultimately
determine your long-term success in this field. And the
longer they stick around, the better their results will be.
There are a lot of ways to do that, from very basic to

very creative, and we’ll get into them here. We’ll also
get into feedback and testimonials, which reflect client
satisfaction and also help shape your brand.
The first step...
Make your clients feel like all-stars

Clients come for the training, buy for the people, and
stay for the relationships.* Think about the people you
share a deep connection with in your life. Do you feel
this way toward them because they did one thing that
stands out? Or because they did a lot of the littlest,
imperceptibly caring things over a long period of time?
P UT R EN E WA L S O N A U T O P I L O T
Part of client retention is renewals, and your
online training business should have a built-in
process for that. A simple strategy is autobilling
that renews clients for a predetermined package,
paid either biweekly or monthly.
Any online merchant system, including PayPal,

allows you to set this up with a few clicks. You
can create a few different subscription buttons
programmed to charge regular amounts at
* Write that one down and hang it on your fridge.

whatever intervals you set up. You can create one

system for everyone or a unique payment link for
each client.
And if a client wants to stop training with you?

Cancel away.
While there isn’t just one thing that I can single out for
you to do, I will help you identify a number of those
impactful little things that you can do for your clients,
day to day, to cultivate a bond that transcends a mere
client-trainer relationship.
It’s not complicated. It’s also not automatic. It’s not

something you can optimize, or check off a box when
you’re done. You have to be purposeful day in, day
out, essentially making your clients the center of your
universe. They have to feel important because, let’s face
it, they are.
The power of strategic gifting

Unfortunately, most trainers (heck, most people) stink
at giving gifts. If it’s the thought that counts, well, it’s
obvious that very little thought goes into most gifts.
Holiday and birthday cards? Meh. A bottle of wine?
Forgotten the morning after it’s drained.*
A creative, thoughtful, unexpected gift can be your

advantage. If you’ve spent some time finding the
* Depending on the severity of the hangover.

perfect little thing for a client, they’ll remember. Again,

it’s not complicated, but it’s not automatic, either. To
make it easier, run every gift you give through this filter:
• Is it personal and personalized? The best gifts

mean something special to each person. The cost of
the gift is insignificant. This shows you know your
clients, listen to them, and value who they are.
• Is it disposable? The best gifts can be used over
and over again. Think about gifts in marketing
terms. Typically, you might measure a marketing
effort in something called cost per impression
(CPI), and if you think of your gift in terms of
CPI, your goal would be to maximize the number
of impressions per dollar spent on marketing.
A bottle of wine will be used once for a single
impression. Not really worth it in those terms. But
personalized wine glasses for a wine lover could be
used endlessly and the client remembers your gift
with each sip.
• Is it expected? Sending a holiday or birthday
card each year is nice, and appreciated, but it
creates expectation. That elevates your risk while
diminishing your reward. One missed holiday or
birthday and whoops, people notice. The best gifts
come unexpectedly at random times. This is how
you separate yourself from the crowd.
• Is it top of class? More expensive doesn’t matter,
but top of class does. A $25 personalized porcelain
coffee mug is a better gift than a $100 watch. Why?
Because the coffee mug will be the best mug that

they own and they’ll use it every day. The watch, on
the other hand, will be low quality or a substandard
brand for that much money.
B E C OME A W O RL D - RE NO WNE D G I FT
GIV ER E V E N WH E N $ $ $ I S T I G H T
If you’re just starting your online business,
money may be tight and gifts cost money. Not big
money, but the expense can add up if you have
multiple clients. Consider terrific gifts you can
give that cost you nothing but a little time and
bandwidth. Example: Shoot a video celebrating
a client’s new PR or other milestone and send it
when they least expect it. It’ll have the same value
to the client even if it didn’t cost you a dime.
Here’s a great example: OTA graduate Alisandra

Khairuddin* of FitNut Loft went above and beyond
for a client’s 100th session. Aly surprised her with a
bound book of her journey, customized with the colors
she normally wears to work out, and embossed with a
personalized note on the front. The icing: Not only was
the client floored by the gift, she didn’t know she’d hit
* In Alisandra’s own words, “I was a Precision Nutrition Client and

loved their curriculum and software, so I jumped at the chance to use it
(loved being PN certified, too). But, then what? How do I get my name
out there? I got these answers from OTA.” Read her story here: online-
trainer.com/alisandra.
such an amazing milestone and was filled with pride.
“She was so damn proud of herself,” says Aly. “I was so

proud of her. And the other ladies in the class hugged
her and cheered her on. Thinking about a gift made
such a huge difference, rather than giving a free class or
socks.”
This is the power of strategic gifting, and what

surprising and delighting your clients is all about.
Another example: OTA grad Amber Bonem of Glow

Mama Fitness has an older client who loves softball and
still plays. Amber attended one of his games to show
support, took action shots of him playing, and used
them to create eight custom trading cards personalized
to him.
Brilliant. That’s a gift he’ll never get rid of or forget, and

it was offered for no good reason. That’s how you do it.*
Make accountability fun

Accountability will likely be a primary reason clients
sign up with you. They know what they have to do to
achieve their goals, they just need some confidence,
consistency, and encouragement to execute. That’s part
of a trainer’s job. The problem? Keeping accountability
positive but not heavy-handed.
* Want more great gift ideas? Go to onlinetrainer.com/gifts for more

examples of remarkable gifts sent by our students that cost less than $30.
One easy way to do this: Celebrate your clients every

chance you get. Use small wins to highlight progress.
How you celebrate is up to you but it needs to be fun,
effective, and personal. Some ideas:
—Mail your client a certificate and stickers. Every time

they train, tell them to put a sticker on the certificate.
(And no, they don’t have to be gold stars. But who
doesn’t like a gold star?)
—Set up (or automate) check-ins. Have your client send

you a photo of every meal eaten or a post-workout
selfie. Send them a thumbs-up emoji in response. Even
simpler, messages like, “Hey, on a scale of one to five,
how was the workout today?” or “Hey, just wanted to
check in. One to 10, how did you sleep last night?” can
make an impression.
—Send a note. Unexpected handwritten notes of

encouragement are a cut above texts and emails.
—Use an app. Encourage your clients to use a fitness

tracker or habit app, not because you care about the
data but because it allows them to see results and
celebrate the process.
—Use software. If a client uses training software to

log completed workouts, the process of filling it in
and seeing a completed workout is an opportunity to
celebrate.
A N AT OMY O F A G RE AT C L I E NT
C H E C K -IN
In the accountability bullet points, you’ll notice
I gave scales to these check-in notes (one to
five, one to 10, and so on). The point of a
short check-in is creating a constant line of
communication that doesn’t require a lot of
thought or drawn out conversations. You’re
checking in to show you care and get wind of
issues before they become problems (sleep quality,
for example, is a big indicator for recovery and
stress).
Our students use a variety of methods for

check-ins, from email to FB/IG messenger to text
message. Some of them also opt for an automated
text message service like Off Day Trainer which
sends out texts from your number on a schedule
(i.e., one a day at random times) and the
response goes to you. This is just one example of
using technology and automation to scale your
ability to make personal connections and coach
better on an individual basis.
For our Online Trainer Academy students, we

have prewritten and loaded up the Off Day
Trainer system with 50 messages, or for those
students who don’t want to pay for this software
(or don’t live in the USA — the only place it’s
available, unfortunately), we provide all 50

messages on a spreadsheet and they can send
them out manually, once a day or every few days.
Client spotlights
As long as you have permission, showcase your clients
and their stories to your audience. Keep it short, bring
the awesome, and make it all about the client with the
following:
• Images (such as a before-and-after, or just a regular

photo).
• A few words about what they did to make the
change.
• Any hardship or struggles.
• A motivational, excited, and congratulatory finish.
OTA grad Thomas Madden of Satellite Fitness does

a fantastic job showcasing not only his clients’
achievements and the obstacles they’ve overcome, but
also their varied backgrounds (women, men, young,
old), increasing the chances that someone reading will
think, “This could be me.”
Most important, he emphasizes what the results mean

to each client. They did all the work and that should be
celebrated. Then Thomas leaves a link to his application
so anyone who’s curious can take the next step.
In Thomas’ words: “As challenging as one might think

the OTA is, it’s the ABC’s of creating a great business

— which is exactly what I needed. There’s no filler,
no BS, just straightforward actionable steps. Also,
what company has this kind of support? It’s like if
you were having enough trouble, a coach will get on
a plane and come help you figure stuff out. I am no
longer on an island by myself. Now I have a tribe. I
have support, guidance, and a clear path toward a real
live business. My biggest complaint is that whenever
I would implement something, I’d get new clients,
which slowed me down a bit.” Read Thomas’ story here:
onlinetrainer.com/thomas.
Encourage client feedback

A client feedback system is two things: A no-brainer
and a win-win (or is that three things?). Go all Nike
and just do it. Receiving feedback is a great way for you
to hear how you’ve been doing, what you could be doing
better, and ultimately how to keep your clients coming
back. It’s also an effective way to gather testimonials.
Asking for feedback shows your clients you care enough
to not only listen to them, but make adjustments based
on what they say.
The simplest way to implement this? Make it an integral

part of the program. When clients sign up, make sure
they know you ask all clients to fill out a feedback form
(or customer review, or whatever you prefer to call
it) every two to three months because it helps you
constantly improve. You can automate these intervals
through an email system, or use calendar alerts to

remind yourself to reach out.
Let’s talk about effective strategies for getting and using

client feedback...
Stop asking clients for testimonials

Testimonials are an important tool for any online
trainer. Not only are they a great way to showcase what
you do and who you help, but they can play a major role
in your client acquisition. The problem? Getting them
can be, well, icky.
While clients may write something nice about you if

you ask them to, they also may not get back to you.
Following up can be awkward. You also can only ask for
a testimonial once, maybe twice, over your training life
cycle with a client.
The solution: Stop asking for testimonials. Instead,

incorporate a process of systematic reviews of your
training into your program (as mentioned, every two
to three months works well). If you’re doing a great
job, a customer review will automatically become a
testimonial.
To engage clients (and not waste too much of their

time), a simple online survey is quick and efficient, and
will collect vital info if you ask the right questions.
Ah yes, the questions. What to ask? Honestly, there

are a million different questions you could ask on
these surveys in a million different variations (“How

awesome am I?” is not one of them), but let’s make it
simple for your clients’ collective sanity.
Ask three questions.
Only three? Yup, that’s it. I’ve found the following

three questions, taken directly from Scott Stratten’s
excellent book Unmarketing, provide more than enough
information:
1. “What’s one thing you want me to keep doing?”

2. “What’s one thing you want me to stop doing?”
3. “What’s one thing you want me to start doing?”
See? Very simple and straightforward. That said, you

don’t have to use these questions. Feel free to come
up with your own, and use more than three, especially
if you have very specific questions you’re dying to ask.
The key is respecting your client’s time. Five minutes is
reasonable, but 10 starts pushing it.
A sample script for the first message you

send out for feedback:
“Hey (Name),
This is a quick note to ask for your help. It should

only take five to 10 minutes of your time today or
tomorrow.
I’m constantly working to make my online

training services better and it’d mean the world
to me if you provided some feedback.
Attached here is a review form. On this there are

X questions, some specific to us working together
and others to help me learn more about you.
Thank you in advance for your time. Not only

will this survey help me get better, but it will help
me serve you better in the future too.
—(Your Name)
A sample script for every time that follows:
“Hey (Name),
Well, it’s review time again. It should only

take five to 10 minutes of your time today or
tomorrow.
Like I said a few months back, I’m constantly

working to make my online training services
better and it’d mean the world to me if you
provided me some feedback.
Attached here is a review form. Some questions

are specific to us working together and others will
help me learn more about you.
Thank you in advance for taking the time. Not

only will it help me get better, but it’ll help me
serve you better in the future too.
—(Your Name)
You can send your form as an attached Word document

that they fill out, scan, and send back, but the best way
is to create a Google Forms survey one time, and give
your clients the link.* This way all responses from all
clients will be neatly organized in one place.
Important note: Be sure to include a checkbox

giving you (or your company) permission to use all
information in this form for any marketing and/or
promotional efforts in the future. If someone checks
“no,” you cannot use it (and it would be horrible if you
did).
From there, you can do one of two things:
1. Use what they wrote verbatim.

2. Massage what they wrote into a single text-based
testimonial. If you do this, it’s a good idea to send
the statement back to your client for approval,
even if you already have permission to use it. Be
respectful. A simple, “Hey (name). I’m so happy
you’re thrilled with the training so far. I’ve taken
the liberty of rewriting your review into a sort of
testimonial for my services. It’s copied below. Do
I have your permission to use it in marketing and
promotion moving forward?” works fine.
The before-and-after photo: a classic

Before-and-after-photos are a powerful promotional
* There’s a ton of free web forms you can use. Google Forms are great,
but I totally get it if you’re (not-so) secretly terrified of the all-mighty
Google. Other options include Wufoo and Typeform. They all work fine.
tool and a great way for a client to showcase aesthetic

progress. The easiest way to generate these photos is to
ask for them as part of your training program (and be
sure to secure permission before you use any photos).
H IN T S F O R A G RE AT B E F O RE O R AFTE R
PHOTO
—Use the same pose and take the photo in the
same place to make ongoing physical changes
stand out.
—Get three angles: front, side, and back.
—The area should be well-lit.
—A white backdrop works best.
Some software programs make it easier by enabling

clients to take the photo with their phones directly
within the app. The photo is then date-stamped and
uploaded to the user account for you to check.
Now all you have to do is showcase the photos —

ideally combined with a testimonial — on your website
or social media feeds. And there’s the win-win: Clients
are happy to show off their incredible progress (and
keep training with you), you’re happy to show off your
coaching skills (and maybe recruit new clients to boot).
Everyone’s happy.
T H E TA K E AWAY
No matter how well you coach, get results, or
connect with clients, if you can’t retain them you
won’t have a business. Use personalized gifts,
feedback, testimonials, and celebrations to make
your clients feel like all-stars. Their loyalty is
everything.
CHAPTER 9
Four Foolproof
Marketing
Strategies for
Online Coaching
“Our job is to connect to people, to interact
with them in a way that leaves them better
than we found them, more able to get where
they’d like to go.”
—Seth Godin
You’ve come a long way. You’ve laid the foundation of

your online training business and now it’s time to take
another step: marketing your program.
Marketing for trainers could be many books all by

itself.* For our purposes here, let’s dig into four simple
but powerful marketing strategies you can implement
immediately. You won’t need a big ol’ marketing budget
or any formal marketing knowledge or experience. All
you need is what you’ve already brought to this book: A
desire to work, learn, try new things, and improve.
Let’s start at the beginning...
#1: Sell to people who are ready to buy now

Here we’ll cover two very basic marketing tools that
require minimal resources and yet can deliver good
results. And as that headline states, you should be
positioned to convert the easiest candidates because,
hey, they’re ready to sign on today. All you need to do is
connect.
—Build a website. You’re running an online business, so

having a state-of-the-internet website is the first step,
right? Well, not really, no. It sounds counterintuitive
— a web-based business without a web presence? —
but it’s true. Building a website is not necessary to be
a successful online coach. In fact, for most folks just
making the transition, I’d wager a website is near the
bottom of the priority list.
Now, I’m not saying it’s useless or a waste of time. I’m

simply saying it’s another tool at your disposal. That
* In fact, we’ve gathered more than 200,000 words of leading-edge

business advice from the most successful names in the fitness industry in
Fitness Marketing Monthly: The Complete Collection. If a marketing mas-
ter class for fit pros exists, this is it. Check it out at theptdc.com/fmm.
said, keeping this tool clean and sharp can certainly

play to your advantage and be an effective way to sign
those who are ready to work with you. It can help
strengthen your brand, showcase your services and
personality, and ultimately help you build a network of
stronger relationships.
There are literally hundreds of ways to build a website.

And you’re a beginner. You know what that means:
Beginners complicate, experts simplify. It’s waaaay too
easy to get wrapped in the minutiae of building the
perfect site.
Take a breath and be realistic. One of the biggest

mistakes you can make is putting a huge amount of
time toward your website before you have any clients.
That’s a form of procrastination. Good enough is
fine, especially at the start. Get something up that
accomplishes the basics, then move forward. You can
always make improvements later.
The basics:
• Home page. The job of the home page is to let

users know they’re in the right place and invite
them to explore.
• About page. The about page should build rapport

and connect with the website visitor as a person.
A high-quality photo accompanied with a brief
introduction from you is a good start. Of course,
it’s crucial that this entire page is not about you.
Do the brief introduction, but transition into why
you got into training your niche and how you help
clients solve their problems. Pro tip: Use more
“You’s” than “I’s” on this page.
• Services page. Your potential clients likely don’t

trust you yet, so the goal of a services page is to
turn visitors into leads, not to make sales. Instead,
provide just enough information about your services
and the benefits they bring. Then invite readers to
learn more by connecting with you.
• Contact page. The contact page lets ‘em find you.

Oh, and people should feel welcome reaching out
to you, not like they’re intruding on your time.
Provide complete details, including an address so
people can associate you with a physical location,
even if you work remotely.
Also consider two optional but helpful pages:
• Success stories page. We covered client

celebrations, before/after, and testimonials. This is
Celebration HQ, where visitors can see how you’ve
helped people similar to them. Include any clients
who have gone through fantastic transformations,
or anyone you feel hits your niche well or can
connect with people in your target audience.
• Blog page. A blog is a great tool to showcase

your authority and provide value to your readers.
Blogs don’t have to be long essays. You can create
how-to guides, tip sheets, personal stories, lists,
and other forms of helpful resources. If the idea
of writing blogs makes you want to crawl into a

cave and never come out until the word “blog” has
evaporated from human vocabulary, yes, you can
skip it.
If you’d like to take a look at really good real-life

websites of OTA students, we’ve linked to several here:
theptdc.com/online-training-websites.
Despite everything written here, don’t let website

development delay your progress. If you don’t have
a site yet, register a free account at about.me and get
a quick one-pager up. It’s free and won’t take you
more than a couple of hours. Use that as your home
base until you get your site together, and keep making
forward progress.
—Capture those ready to make a change with this simple

and effective script. My most common response to
trainers telling me they have no idea how to get clients
is, “Have you asked?”
You won’t truly know how many clients are sitting in

your network ready to make a change today unless you
ask them. Here is a simple, succinct, and effective script
to post to your audience on social media and via email.
I’m looking for five (type of person here, such as gender or

age) who want to:
—Benefit X
—Benefit Y
—Benefit Z
Spots are extremely limited to five who are ready to make a

change today. To apply, fill out the form and I’ll be in touch
if you meet the requirements:
(link to your application form)
Now here’s an actual script created by trainer Mike

Gorski, creator of MGFitLife.com:
Hey friends in the Madison area, after the awesome success

of my 8-Week Strength Beach Body Group, I am starting a
new advanced training 10-week group at Hybrid Athletic
Club as soon as possible!
***I’m looking for 3-4 more men or women looking to

lean out, get strong, and build sexy bodies, that live in the
Madison, WI area, who can work out at 6AM Monday,
Wednesday, and Friday.***
I am looking for people who want to:
• Get stronger, and see how strong they can really be.
• Shred body fat and reveal muscle they never knew they
had.
• Build confidence in yourself through a commitment to
fitness.
Spots are extremely limited and I’m only looking for 3-4
more people who are ready to make a change today. To
apply, fill out the form below and I’ll be in touch: (link to
sign-up form)
If you’d like to explore this further, and also see how

to create a sign-up form in Google Forms, check out
theptdc.com/new-client. As you go through this

process, remember: The number of clients you’re
looking for can change, but it’s important to be honest.
If you’re open to taking on 10 new clients and have 10
spots available, don’t say you only have five.
#2: Become the obvious choice when

people are ready to buy
This is a really big one. Without it, you’ll struggle.
With it, you can’t miss. Software and good systems are
important, but if nobody views you as an expert, no
magical computer program or social media platform is
going to help you.
All that matters is your reputation.
The good news? You have a lot of power at your

fingertips. The fitness and health industry is one
of the most profitable in the world. And you, as a
fitness expert, are at the forefront. When you’re
able to establish trust and create a reputation that
precedes you, you can sell in abundance and won’t
have a problem being paid what you’re worth. But,
like anything worth having, building this reputation
takes time and, unfortunately, there seem to be a lot of
impatient people looking for quick wins with surface-
level techniques. Don’t get frustrated. Do it right.
For people to trust you, they need to have heard of you.

Blasting an advertisement in front of them, regardless
of how persuasive it is, is not a long-term strategy.
Many of the tactics you see promoted heavily are fuel

for the fire and have their time and place, but you gotta
build the fire first. Here’s how:
—Carve out your category of one. Take every word of

chapter four, “Identify Your Ideal Client,” and apply it
again here. Cut through all the boring, expected layers
of yourself to get at your 1% Uniqueness Factor. Be
transparent, real, raw, and honest.
Our students tell us that the most common reason

why their customers buy is always something like “I
referenced an obscure Star Wars fact in an email”
and almost never because they talked about the
“Best Ways to Blast Belly Fat.” Be weird, be wacky, be
unapologetically you.
But there’s more: Use that uniqueness to position your

services in a way that makes you the obvious choice to
the right person, and the wrong choice to the wrong
person. Identify your position and confidently brand
it as yours, independent of what else is out there.
Own it. Commit all of your resources to dominating
this position. Avoid incestual marketing practices.
Refuse to be compared. If you think you’re competing,
you’ve already lost. See, when it comes to selling
training, there is no “best,” but winners control the
conversation.
How to do this? Try to bring new perspectives to the

table. You may work in a niche that feels familiar, but
what do you bring to it? What’s your angle? Think of
some of your favorite movies. Whether you like action

movies or romcoms, your favorites probably feel
familiar to the genre, but the filmmakers found ways
to give you something that was also satisfying and
surprising. That’s your goal: Give ‘em something they
haven’t seen before, even if the niche sounds familiar.
Trust me, it’s quite fun being the only game in town.
MY “ 1 % ” S O L U T I O N
B Y A LEX C A R T M I L L
Hi, it’s Coach Alex again. You may remember me
from such memorable places as chapter one, “The
Foundation of a Successful Online Trainer.”
Seriously, though, I manage a team of Online
Trainer Academy coaches and mentors who
interact daily with our thousands of students,
and I wanted to share a story with you about
how to set yourself apart.
When I remind OTA students not to shy away

from their uniqueness, I ask them a simple
question: Imagine a client is searching for an
online trainer, and during their search, they find
you and five other trainers who work in the same
niche. “New moms,” for example. Why should a
client pick you when she’s found five others who
deliver fantastic programs for that population?
What makes you different, and how could you

render price irrelevant?
This idea originally entered my life during the

first conversation I had with Jonathan Goodman,
a phone call to discuss a mentorship opportunity
in 2014. After five minutes of back-and-forth,
he asked, “What makes you better than trainers
who are 20 years older who have 10 more years’
experience?”
I didn’t have an answer.
“As soon as you figure it out, let me know,” Jon

said.
I thought about it. Worked on it. And while my

answer will be different from yours, I wanted to
share the message I sent Jon on June 3, 2015:
Hey Jon, about a year ago when we spoke on

the phone for the apprenticeship opportunity,
you asked me what separated me from
someone with 20 years’ experience in the
fitness industry. I had no idea. You told me
you knew what it was, but I didn’t. This past
year I’ve been thinking about it daily, and
it’s really helped me shape my mindset and
outlook on not only fitness, but how I live my
life. I wanted to share what I’ve learned.
I thought things like my knowledge, work

ethic, or communication skills would
separate me, but I realized that’s what
everybody works on to separate themselves.
It’s important, but not enough. The first
thing I learned is, the ability to articulate
your passion goes a long way. When people
noticed that I convinced some successful
folks to write for free on a collaborative blog
I ran, some wondered, “Who would do that?”
They do it because I leave everything on the
table. I tell them exactly what my vision is,
what I admire about their work, and how I
want to share their knowledge with others to
make the world a better place, and it’s blown
my mind to see how many people are willing
to come on board when you approach them
with this attitude, as opposed to trying to sell
them on something.
I also learned life is literally anything you

want it to be. You have the ability to dictate
your emotions, perspectives, everything.
This was a mindset that was tough to make a
habit; nothing controls how you feel or what
you think, only you. Once I embraced this, I
(1) became much happier, and (2) realized
the amount of power a single person has and
the impact he can have on others. This idea
fuels my fire and pushes me to take a ton

of risks and embrace failure, things I have
come to realize are vital to success as well.
This is the product of months and months
of thinking logically about what separates
me from someone with more knowledge and
experience, and it’s helped me in business
and life. I just wanted to share that with you,
and thank you for planting that thought in my
head a year ago.
This took me almost a year. I messaged Jon

knowing full well he’d forgotten about our
15-minute conversation 15 minutes after it
ended. I figured Jon liked my answer and that’s
why he took me on as an apprentice. I later
learned that he didn’t like, nor did he dislike,
my answer. What he liked was that I had taken
the time to think about it. That action, in Jon’s
words, was proof that I was different and was
special. Jon doesn’t look for people who know
everything. He looks for people who have taken
the time to think about who they are and what
they want because, in his words again, that’s the
secret sauce and people who have it cannot fail.
That first lesson he taught me was to not rush

the process. It was almost a full year from when
we first spoke to when we worked together.
Don’t get me wrong, I was training clients and

working the entire time, but the process cannot
be rushed — and that’s what I tell so many of the
trainers I now mentor. If they can’t come up with
an answer in a few hours, they feel doomed for
failure. Nope. It took me a year. So take a deep
breath. You already have the answer. You just
have to let it out.
#3: Provide value through content
When people talk about “networks,” the first thing

that comes to mind is probably social media. But
your personal network that exists offline is far more
valuable. In fact, more than 90 percent of word-of-
mouth referrals still occur offline. This isn’t talked
about because it can’t be measured but, as with so
much else, what can’t be measured is usually more
valuable than anything that can.
Building your network is relatively simple. You say

hello. You wish people well. You express genuine
excitement around what others are doing. And you
look to support others in their endeavors as much as
possible.*
As you continue to build your network through

genuine acts of generosity, share your journey and your
knowledge. And yes, the majority of this will happen on
* A friend once told me to “never resist a generous impulse.” This is some

of the best business and life advice that I’ve ever gotten.
social media and via email newsletters.
A word to the wise: Don’t try to do too much. Walt

Disney once said, “Get a good idea and stay with it. Dog
it, and work at it until it’s done, and done right.” Trying
to do too much and be in too many places will not only
exhaust you, it’ll dilute your efforts. Instead, choose
one platform and give it your focus and attention for a
minimum of six months.
When thinking about a platform, don’t overcomplicate

it, but consider the following:
• Where will you find most of your existing network?

• Where do you spend most of your time on social?
• Which platform is best suited for your interests and
skillset?
For example, if you know you like to write, YouTube is

a bad choice. If you love video, YouTube is where you
want to be. I refuse to give you concrete advice because
that would be a disservice to you. What’s “best” in
the digital world is constantly changing and you don’t
necessarily need best because just about everything will
work as long as you stick to it and build a community.
Once you choose a platform, as I said, spend a

minimum of six months mastering it. Learn everything
you can about it and ignore all else. Go deep, not
wide. Not only will this tunnel-vision help keep
you consistent, it’ll allow you to develop a richer
understanding of what your audience wants and needs.
Part of mastering a platform is understanding lead

generation, networking, and content marketing from
that platform. If you’re trying to do a lot of things at
once, you’ll never be effective at any. Everything works,
but only if you work at it.
After six months, you can decide whether to double

down on your existing platform or expand into another
one. Our best students almost always stick with what
they’re doing because they’re having so much success.
#4: Ask and follow up. Then follow up

some more.
If you want to get clients, you have to ask people to be
your client. Profound, I know. Multiple times a week
you need to share that you’re accepting clients. The
more specific way you ask, using the language and
desired goals of your ideal client, the better success
you’ll have.
In our Facebook group, Online Trainers Unite, coaches

post every day looking for advice on getting clients. The
confounding part of it all is that, in almost all cases,
they haven’t yet asked their existing network if they
want to train. Ask. Oftentimes it’s as simple as that.
Then, after you ask and somebody shows interest,

follow up. I’ve had experiences where I have pleasantly
and politely followed up for three years once a
month before a client decided to start training. In my
experience, if you don’t follow up multiple times, you’ll
miss out on at least 80 percent of your potential sales.

Never be afraid to follow up.
None of these marketing methods are sexy, but they

all work. I’ve decided to share them because the best
methods are timely, yet timeless. I readily accept that at
any given time there may be in-vogue client conversion
methods that work for very short periods of time. In
the Online Trainer Academy, we coach our students on
these only after they’ve shown promise, but they never
form the base of what you do.
The tried-and-tested methods are your foundation and,

for most, the foundation is all you’ll ever need because
once you do an amazing job, referrals take over and
do the heavy lifting. A lot of online trainers struggle
long-term because they fall prey to one-and-done shiny-
object tricks and techniques. Even if they work, which
is a big “if,” they won’t work for long. The trainer then
must reinvent themselves, looking for a new “best way
to get clients.” After a few cycles of this relentless and
exhausting lead generation, they give up.
Marketing done right isn’t fancy or complicated. It’s

simple and, just like building a great body, requires an
obsessive, relentless, and consistent application of the
basics, day in, day out.
T H E TA K E AWAY
Some of the most effective marketing methods
for fitness pros are the simplest: Building your
online brand, setting yourself apart, networking
within your niche, and following up.
C H A P T E R 10
The Secret to
Effortless Sales
“Sales are contingent on the attitudeof the
salesman, not the attitude of the prospect.”
—W. Clement Stone
Before you start selling your online coaching, you need

to understand what you’re selling.
Sure, you’re selling customizable programs, and maybe

nutritional guidance, or accountability, or any other
feature of your services. When thinking only in these
terms, any amount of money is going to seem expensive
if all you’re selling is an online program, a flatter
stomach, or bigger arms.
You’re selling something much deeper than that,

something much more valuable.
You’re selling confidence. You’re selling clients the

version of themselves they want to become. You’re

providing them the tools to create healthy habits that
will last them the rest of their lives.
When you think of it that way, you’re getting into the

head of the person deciding whether or not to work
with you. You need a deep understanding of where your
clients are in their lives and where they want to be.
And that’s exactly how you should communicate the
benefits of what you do. Sure, you help people “with
their fitness,” but you’re also helping people live the
lives they want to live.
Getting clients to recognize this value starts with you

recognizing this value.
The most successful salespeople aren’t

always selling
We get questions on a daily basis in our free Facebook
group, Online Trainers Unite, asking how to sell to
clients. The question usually looks something like this:
“I’ve tried everything. I have my website set up and I’m
sending out Facebook ads and scripts and I can’t get
any clients. How are you guys getting clients?”
My response is always the same: “How many people

have you spoken to today?”
Radio silence. Then, maybe a reply: “I’ve been posting

on social media and I’ve built 273 different funnels.”*
To which I reply: “How many people have you spoken

to today?”
And the answer is always zero.
So many people think sales is all about tactics like

Facebook ads. Ad platforms have gotten easier to use,
and as a result, more people are using them. This means
not only will ads get more expensive over time, but
users will get more and more accustomed to them and
ignore them even more than they do today.
How about you? What do you think when you see an ad

from somebody about something you’ve never heard
of? That’s right, you don’t think. You ignore. That’s the
point.
Apply that logic to your business: Why would you send

out a Facebook ad trying to convince internet strangers
you’re an expert before you would reach out to people
who already know you?
Trying to figure out the best Facebook ad that works

right now isn’t how you build a business. Even if you’re
able to “master Facebook advertising” today, things
will change tomorrow and you’ll be forced to reinvent
* An exaggeration. It’s usually only a few funnels with little to no thought

as to how they’re going to get anybody funneling through their funnels
that they built because, you know, if you build a funnel, they will come.
But this ain’t Wayne’s World, and no weird naked Indian is going to lead
you to Jim Morrison who is going to lead you to the promised land (and
when you wake up your football phone finally arrives). Unfortunately,
real life doesn’t work that way.
yourself. Back to square one … “How are you guys

getting clients?”
Referrals, recommendations, and mentions hold

considerably more weight. I don’t see a movie unless at
least a few of my friends have already seen it and said
it was good. I’d never hire an online trainer I’ve never
heard of no matter how good the sales copy is.
Closer to home for me, I don’t expect anybody to enroll

in the Online Trainer Academy without getting to know
us for a while.
This is how people buy things today.
Paid ads, and any other strategy that asks a client to

take a leap to work with you, are tactics, nothing more,
nothing less. And tactics are great. I’m not against
them. I use them, and they work. But tactics only take
out the low-hanging fruit and they should never, ever
come first. Advertising on social media is best used to
begin a relationship that is then nurtured over time.
This requires a back end of content and marketing
materials and community that you may or may not yet
have in place and, if you don’t, takes a lot of time and
money to produce.
For these reasons, talking to people comes first.

Developing unbelievable relationships, authority, and
trust come first.
Build a foundation of people who know, like, and trust

you and your selling position shifts from this...
You: Hey client, you should work with me!
Client: Um … why?
To this...
Client: Hey trainer, how can I work with you?*
The majority of people operate in the first scenario and

it contributes to a lot of the frustration I see. Change
your sales mindset right now. There’s no trickery with
sales, no secrets. Sales is the process of figuring out
what somebody wants, identifying whether you’re
properly suited to help, and, if so, positioning yourself
and your services in a way that makes the choice easy.
Learning this can take time and practice, but it’s

imperative for your success.
H O W MA NY P E O P L E H AV E Y O U S PO KE N
T O T OD AY ?
Make this your daily ritual: Have a conversation
with at least five new people every day. It’s easy
and can lead to so many interesting places.
Listen to Alicia Wagner, an OTA graduate living
* At the Online Trainer Academy, we teach attraction marketing, not

push marketing. Our students learn how to put the chess pieces in place
to efficiently attract the right kind of people, ready to buy, so that they
don’t have to beg for attention. It’s much nicer this way for everybody.
(And yes, we also include a full minicourse of bonus training on Facebook
advertising in the Online Trainer Academy, though most of our students
never need to use it.)
in Missouri: “Do not skip the daily ritual. Even

if you don’t manage it every day, do it as much
as you can. This business is about building
relationships. At first, I was questioning if it was
worth my time. To my surprise, a day later one
message I sent turned into a client. I didn’t even
have to sell her on my services.”
When reaching out and building these loose

connections, it’s not your job to sell. It’s your job
to be genuine, to show each person you talk to
that you care about them and what’s happening
in their lives, and that you’re always happy to
help.
The more loose connections you can build with

that goal, the more clients will come to you
“pre-sold” the way Alicia experienced.
But the time will come when you will have

to sell
Sure, in an ideal world every single client would come
to you completely sold and ready to work, but that’s
not very realistic. No matter how genuine your message
is, no matter how often you’re communicating and
nurturing the relationships in your network, you’re
going to find yourself in a position where you need to
confidently sell yourself and your services. What will
you do?
You’ll be ready, because you’ll already know two things:
1. The deep-rooted reasons your clients/prospects

want to change and live a healthier life (their
“why”).
2. Exactly how your services help them achieve that
goal.
The foundation of that second part is understanding

what online training is and how to communicate it
highlighting the benefits to the client in addition to
the advantages and disadvantages between traditional
and online coaching. Many people don’t know online
training exists, or they do and don’t fully grasp the
concept. It’s your job to make it sound like the greatest-
thing-since-sliced-bread breakthrough that it is.
Here’s a useful exercise. Below are one-sentence,

one-paragraph, and one-page descriptions of what
online training is. Master them. Add your own
flourishes, or just make up your own. Make ‘em yours
and be ready when people ask, and feel free to add this
to your marketing materials in social media and on your
website.
Online training in one sentence:
Option 1: Online training is a new and exciting way for

me to offer my clients what they need, when they need
it, without the limitations and expenses of the gym, and
in a more cost-effective way than in-person training.
Option 2: Online training is a new and exciting way

for me to offer cost-effective body transformation

coaching for (insert your type of client here) without
the limitations and expenses of the gym.
Option 2 (with example filled in): Online training is

a new and exciting way for me to offer more effective,
and cost-effective, body transformation coaching for
dads who want to get ripped but don’t want to deal with
the limitations and expenses of the gym.
Option 3: Online training is a new and exciting way to

offer health and fitness guidance that can be utilized
by anyone from anywhere, offering convenience,
responsiveness, flexibility, and affordability.
Option 4: Online training is a location-independent

and more affordable way to get the services of a fitness
professional, particularly for busy people who value
their time. (Credit to Yegor Adamovich)
Online training in one paragraph:
Online training is a new and exciting way to offer

life-changing transformation and fitness coaching
to clients. It can be utilized by anyone, anywhere,
offering convenience, responsiveness, flexibility, and
affordability. Best of all, I can empower my clients with
more accountability and support than I ever could in
person.
Online training in one page (perfect for a website):
Online training is a new and exciting way to offer

life-changing transformation and fitness coaching
to clients. It can be utilized by anyone, anywhere,

offering convenience, responsiveness, flexibility, and
affordability. I’m now able to empower my clients with
more accountability and support than I ever could in
person.
Leveraging the power of the internet and cutting out

the overhead costs of the gym means that you get
more for your hard-earned dollar. Online platforms
and mobile communication tools keep me wired and
accessible to my clients even if they’re hundreds or
thousands of miles away.
Simply put: My online clients get SO much more from

me than an in-person clientele ever could.
The best part? The program is your program. No longer

limited by rules of the gym, scheduling necessities, and
financial obligations to a host of other parties, I can
give you precisely what you need, when you need it.
Throw the word “training” out the window. I will be

your concierge — giving you what you need, when you
need it, no matter how those needs may change over
time.
Dealing with objections

Yeah, that’s the big wall all salespeople have to climb or
slip around or just plain break through: Getting to yes.
One of the most basic objections you’ll come across
will be skepticism of online training itself, but now you
have some ammo for that. Other objections will run the
gamut, so let’s discuss how to handle two of the most
common:
1. “It’s too expensive/I can’t afford it.” Remember,

if a client understands the value of what you offer,
price becomes increasingly irrelevant. If a client
doesn’t understand the value of what you offer, even
the cheapest trainer in the world will be too expensive.
Yes, some people can’t afford a trainer, but the fact that
you’re a little cheaper or more expensive than another
trainer shouldn’t matter. Cost often acts as the fallback
if something else is a sticking point. Try to find it. If the
client still objects based on price, stay quiet for a few
seconds. Often they will talk themselves into the sale.
If that doesn’t happen, the following conversation flow
can be useful if you think the client can afford you but
won’t commit:
“I totally get it (name). Money can be tight. Is it cool if

I tell you a story about another client of mine?”
Potential client says yes.
“Like you, he was committed to training because of

(pain points X, Y, and Z) and didn’t have clear steps to
accomplish his goal of ___. He’d tried a lot before but
could never make it work on his own.
“When we met, he was in, but said that his budget

didn’t allow it. So he waited.
“After a month he was no closer to his goal and he

finally decided to get started. Things moved quickly

after that. The added guidance and accountability that
he got by training together helped push him, and he
reached his goal.
“(Name), you’re literally X weeks from hitting your

goal on your way to building the body of your dreams,
and I want to help you get there. What would it take
right now to get you rolling on this program? We made
the decision. Let’s get you through this. I’m not going
to let you down.”
2. “I don’t have the time.” Your clients have taken

the time to approach you, or at least listen to you. They
wouldn’t be there if they weren’t interested in training,
and they know there must be some time commitment
involved. That said, some people are truly more pressed
for time than others. Decide if you want to manipulate
the prescribed programming to meet their needs. For
example, if one client wants to lose fat, you could
explain the benefits of “quickie” 25-minute metabolic
sessions. You could also suggest a combination of
in-gym and at-home workouts. With a little out-of-
the-box thinking, you could probably come up with a
number of time-saving options.
The best way to introduce an alternate scenario is to

say, “You know, you remind me of a client I used to
have. His name was __. Can I tell you his story?”
Then tell the story of that client, highlighting a place

or two where his story is similar to that of the person
you’re talking to, and detail how he didn’t have time

and you altered the program for him. You’ll find it’s
much better to sell through story then by changing the
program.
That said, only present these alternatives if you truly

believe you can help this client with the adapted
program. Otherwise, be honest. Let all clients know
that for what they want to achieve, this is the time
required. Explain that if they aren’t able to put forth
that time commitment, they may need to rethink their
goals.
Typically, objections are another way your prospect is

saying, “I’m not sold on you/this yet.” Pinpointing the
root of their objection and speaking directly to it is the
recipe to overcome.
If your prospect still isn’t ready? No problem. Don’t

rush him. Wish him well, ensure he knows that you’re
always there to help, and follow up occasionally. That’s
the funny thing about “no.” It often evolves into “yes”
over time.
T H E TA K E AWAY
While you’ll be tempted to use sales tactics on
potential clients, true selling is about developing
relationships, trust, and your reputation. Good
word-of-mouth will do more for your sales than
any advertising tactic.

We sure covered a lot in this book and we know
that it can be hard to remember all of the pieces.
If you haven’t yet, download your checklist with
page # references in this book so you can go back
and build your stellar online training business
without missing a beat.
Get your checklist at

www.theptdc.com/checklist
A F TE R W O RD
It’s time to take your

next step...
...and I’m excited for you.
Every fit pro’s business must have a digital component.

It’s the logical next step in your fulfilling and
prosperous career. Having an online training option
is better for your clients — allowing you to offer a
more flexible service that provides them with precisely
what they need, how they need it, in a manner most
convenient to them.
For you, it’s an opportunity to take back control, win

space, and earn your freedom.
As you’ve seen with all those real-life examples of our

students, some fit pros use this newfound freedom to
acquire the skills and scale their digital fitness business
to six and seven figures.
Others decide that their desire for travel, volunteerism,

or family take priority and they’re happy with an extra
$1,000 to $3,000 per month ($12,000 to $36,000 per
year).
Meanwhile, others decide to convert their passion for

fitness into a side hustle and enter another industry.
Online training gives you freedom and control. What

you do with that freedom is your choice, and that’s the
point.
This book provided you with the blueprint to get

started training online. From setting your foundation
to identifying your ideal online client and packaging,
pricing, marketing, and selling — you have everything
you need to get going.
Still, I know that some fit pros are serious about jump-
starting their success and ready to invest even more,
knowing that an investment in themselves is the best
money they could ever spend. If that’s you, then I invite
you to enroll in the Online Trainer Academy (OTA).
OTA isn’t just the leading certification on the subject,

it’s also a world-class business development course
and mentorship that walks you through the process of
creating your ideal online fitness business.
Upon joining us, we’ll mail you the textbook, The

Fundamentals of Online Training, and provide you
with every framework, script, worksheet, and legal
document you need. You’ll also get unlimited lifetime
access to our expert mentors through email, live
chat, and one-on-one phone calls that you can book
whenever, and as often, as you desire.
Not only that, but your enrollment qualifies for our

ironclad 10-year, 1K Extra guarantee.
If you’ve already decided to join our family by enrolling

into the Academy, then I can’t wait to work with
you. All information and registration can be found at
theptdc.com/ota. (For your convenience, we also
offer a flexible payment plan option.)
Whichever path you choose, I’m excited for your future.

Thanks for investing some time with Alex and me by
reading this book, and I hope we’ll talk soon.
—Coach Jon
Learn more and enroll today at

www.theptdc.com/ota

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Welcome to the Wealthy Fit Pro Series

The fitness industry is beautifully flawed. It simultaneously

I embraced the challenge of this series because when I started my

Ignite the Fire: The Secrets to Building a Successful Personal Training

Viralnomics: How to Get People to Want to Talk About You

The Highly Wealthy Online Trainer box set:

All titles and an updated book list available at

Courses & Certifications

Starting Your Career CEC companion course

Advanced Marketing Resource

To get your free eBook and

Enjoy with my compliments

All rights reserved. No part of this publication may be reproduced,

The Wealthy Fit Pro’s Guide to Online Training

Cover and interior book design by Growler Media

THE FOUNDATION OF A SUCCESSFUL

CHOOSE YOUR ONLINE BUSINESS

BUILD AN UNBEATABLE BUSINESS

IDENTIFY YOUR IDEAL CLIENT – 51

PRICING AND PACKAGING YOUR

CLIENT ONBOARDING AND PHYSICAL

CLIENT RETENTION, FEEDBACK, AND

FOUR FOOLPROOF MARKETING

THE SECRET TO EFFORTLESS SALES – 143

You’re told to follow industry “norms,” be a good foot

You have to challenge the norms. You have to listen to

No career is automated. You aren’t guaranteed to hit

want. You may just have to go against the grain, too.

I know you want to. You wouldn’t be here otherwise. I

It’s time to take your next step as a fitness professional.

Wait, what was the first step?

I hope that’s you, because if you haven’t spent any time

I’m a realistic guy and believe it’s not just important,

Training people online demands a much more proactive

approach. It requires you to anticipate the problems a

Think of it this way: It’s like trying your luck on the

Training clients in person is the equivalent of figuring

What online training isn’t

In the past, people have accused me of turning online

has you trading dollars per hour similar to a gym. That’s

Sure, you can scale it to make tons of money. And

I don’t know what freedom means to you, but I do

* Just like Online Trainer Academy graduate Malcolm Wilson. He want-

1. “Happy” is a nebulous term that means something

Naturally, if you ask people what they want in life, many

—As long as our basic needs and loved ones are

—Maintaining a sense of purpose throughout life

* The study, performed by Nobel Prize-winning economists at Prince-

commonalities for folks living past 100.*

—We overestimate both the intensity and duration of

Choose experiences over material goods. Retail

Buy many small pleasures. Dollar for dollar, you’ll

Pay now, consume later. Anticipating a future event

Surround yourself with community, family, and

Maximize the things you must do every day. You

—His book, Stumbling on Happiness.

—A study called “If Money Doesn’t Make You

—And a 2003 New York Times piece called

While this is a business development book, I’d be doing

Notice that I called this series the Wealthy Fit Pro’s