Last updated on May 29, 2025
You’re an expert at helping people build muscle, lose weight, run faster, and get in the best shape possible. That’s what certified personal trainers do best. But even if you’re at the top of your game when it comes to training, you’ll need more than killer workouts and a passion for helping others if you want a thriving business. You need a way to consistently attract and convert new clients—and that’s where email marketing comes in.
Email is one of the most powerful tools personal trainers can use to grow their business. According to the Data and Marketing Association, email marketing has an average ROI of $42 for every $1 spent, making it one of the highest-return marketing strategies available. For certified personal trainers, a growing email list equals more leads, deeper relationships, and ultimately, more booked sessions.
Why Every Personal Trainer Needs an Email List
Whether you’re offering in-person sessions, virtual training, or downloadable programs, building a high-quality email list is essential. Social media is great, but platforms change algorithms constantly and you don’t own your audience. With email, you have a direct line to people who’ve already expressed interest in your services. Plus, studies show that 99% of email users check their inbox every day—some multiple times a day. That’s powerful reach you can’t afford to ignore.
7 Proven Ways to Grow Your Email List as a Personal Trainer
1. Create Valuable and Consistent Email Content
Think of your email list as a community. To keep that community engaged, you need to consistently deliver content that matters. Share quick workouts, meal planning tips (without creating custom plans), fitness myths debunked, or behind-the-scenes looks at your own training. You might even consider a themed newsletter—like a ‘Movement Monday’ or ‘Friday Flex’—to create anticipation and brand consistency.
Tip: Use platforms like Mailchimp or Kit to automate email sequences and personalize content based on subscriber interests. Make sure every email includes a clear CTA (call to action), whether it’s booking a consult, reading your latest blog post, or following you on social media.
2. Write Guest Posts to Tap Into New Audiences
Guest blogging is a powerful way to get your name out there, establish authority and grow your email list at the same time. Reach out to relevant sites—especially those in the fitness, nutrition, or wellness space—and offer to contribute valuable content in exchange for a byline with a link to your lead magnet or email signup form.
3. Publish and Promote Video Content
Video allows you to showcase your personality, coaching style, and expertise—all while encouraging email signups. Create short tutorials, answer common fitness questions, or share tips for overcoming common client struggles. Include your signup link in video descriptions, or use tools like Linktree on Instagram to house multiple links, including your email form.
Pro tip: Consider cross-promoting your videos in AFPA’s Facebook or alumni groups to build brand visibility.
4. Host Contests and Giveaways
People love freebies—especially when they’re valuable. Consider hosting a giveaway for a free coaching session, branded merch, or access to your latest online workout challenge. Use tools like Gleam or KingSumo to make entering seamless (email signup required!). Make sure the prize is aligned with your target audience so the entrants are qualified leads—not just freebie hunters.
5. Engage on Quora and Reddit
Crowdsourced platforms like Quora and Reddit can help you reach highly engaged fitness audiences. Look for threads related to strength training, weight loss, form correction, and motivation. Provide detailed, useful responses and include a discreet link to a lead magnet or email signup page in your bio.
6. Use Lead Magnets Strategically
Lead magnets are one of the most effective tools for growing your email list. Think ebooks, checklists, workout logs, or recovery tips tailored to specific goals like fat loss or strength gains. Just be sure to gate your content using a form that collects emails before access is granted. Example: ‘Download your 4-Week Strength Starter Template’ could lead to an opt-in that nurtures new leads into paying clients over time.
7. Be Intentional on Social Media
Use social media not only to post content but also to spark conversations. Instagram stories with polls, Q&As, and workouts are great places to drop links to your email list. Remember to repurpose email content into posts—this saves you time and ensures consistency across platforms.
8. Add Exit Intent Popups to Your Website
Don’t let website visitors slip away without a chance to join your list. Tools like OptinMonster allow you to create exit-intent popups that appear when someone is about to leave your site. Offer a lead magnet or a simple CTA to book a call.
9. Partner with Local Businesses
Partner with local wellness professionals—like massage therapists, chiropractors, or nutritionists—for co-branded campaigns or cross-promotion. You could even host a joint webinar or in-person seminar, collecting email addresses upon registration.
10. Offer Free Workshops or Webinars
Whether in-person or online, workshops are a great way to establish authority and grow your email list. Topics might include ‘Top 3 Moves for a Stronger Core’ or ‘How to Build a Beginner Fitness Plan.’ Require an email address for signup and send a replay to everyone who registers.
Fuel Your Client Roster with the Power of Email
Your email list isn’t just a marketing tool—it’s your bridge to stronger client relationships and sustainable income. It allows you to connect directly with your audience, provide value, and position yourself as the go-to expert in their inbox. For more business and marketing expertise you can directly apply to your personal training business, check out AFPA’s signature business course The Health and Wellness Entrepreneur’s Guide to Building a Business. And if you’re curious about starting or growing your career as a certified personal trainer, learn how AFPA’s 100% online personal trainer program can help you reach your goal in just weeks to months.
