A personal trainer bio or “About Me” page is a crucial part of a great personal training website and can greatly contribute to the success of your business.
Your bio is a way of building interest and trust. In fact, it’s often the first section a prospective client will look at. When done well, your bio can persuade people to work with you – or at the very least to sign up for your emails or follow you on social media.
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Try it freeUnfortunately, many personal trainers waste this opportunity by writing something generic or impersonal – or worse, braggy and self-congratulatory.
So, how do you grab readers’ attention with your_ _bio? You start by putting yourself in their shoes.
Any prospective client reading your bio is trying to find out if you are the
right fit for them.
They are not reading your bio to:
- Be amused or entertained
- Be in awe of how awesome and badass you are
- Kill time
A serious prospective client is reading to figure out whether:
- You can solve their problem(s)
- You are fun and easy to work with
- You are trustworthy and credible
- You are better than the other options out there
Yes, your bio is a place to talk about yourself. And yes, it’s important to mention your accomplishments – and maybe you are a badass at what you do!
But your prospective client wants to discover what you can do for them. It doesn’t matter how qualified or certified you are or how long you’ve been in the fitness industry if your potential client can’t tell whether you are a caring, relatable individual who can:
- Listen to their problems
- Identify their needs
- Provide the answers to all their burning questions.
And if you _can _do all those things? Then, you have already gone a long way in building trust and converting your prospects into actual customers.
In this post, we’re going to take a look at the five specific things your potential clients are trying to figure out when they read your bio and discuss how to address and include all of them in your bio so you can convert readers into clients.
Table of Contents:
- Chapter 1: Who are you?
- Chapter 2: Who do you help?
- Chapter 3: What is your story? (AKA: What makes you special?)
- Chapter 4: Why should they trust YOU?
- Chapter 5: What’s the next step?
Who are you?
Don’t be deceived by how obvious this first one sounds.
“Who are you”? Includes the technical, simple stuff: your name/title, certifications, and qualifications. It also includes your educational background and relevant experience.
An uninspiring bio would end right there.
But not yours.
You need to make sure you include the most essential yet: Your identity.
Let’s talk just a little bit about what that means.
People want to connect with people who are similar to them. Parents like to talk about their kids with fellow parents. Hikers and sports enthusiasts love sharing adventure stories with each other. Dog owners love finding other dog owners they can empathize with.
You get the idea. Identities are important. Most of us have multiple identities by which we define ourselves.
Whether it’s for the website or Instagram bio, use one (or more) of your identities in your bio. Share your interests, hobbies, and insights from your personal life, and you will naturally attract similar people’s interest (and trust). It should go without saying that whatever you share should be genuine and authentic.
Which of your personal identities should you include in your bio? Think about the ones you and your ideal client have in common. If you and your ideal clients are parents, share a bit about your family. If both of you love cooking, then share insights about your hobby.
Not sure who your ideal client or niche is yet? Check out this article.
Want to make your bio even more relatable? When sharing your personal interests and experiences with your readers, be sure to include awesome, relevant photographs.
For example, if you and your target client base are parents, share one or two photographs of you with your kids. Nothing builds a connection and a sense of understanding like a good visual.
Whatever your shared identity, make sure you look approachable in your photographs—like a “real” person. Now is not the time to use Instagram-perfect poses and filters.
Next to how you “talk” in writing, a photo is the closest thing to a prospective client meeting you. You want to be relatable and human.
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Who do you help?
This is directly tied to the targeted niche for your client base.
When writing your bio, you should be able to confidently finish the following sentence: “I help _.”
The rule is to be specific. Here are some examples:
- I help Fremont residents lose weight without them having to go on restrictive diets
- I help seniors who are mostly cooped up at home get back into a more active lifestyle
- I help busy moms find more energy and feel beautiful in their own
Give your potential clients a description that evokes imagery and emotion. Use a visual to make it clear what you’re in the business of doing and what they can look forward to achieving.
A specific description of the type of clients you help makes it clear to readers whether they are (or aren’t) within your target niche.
What is your story? (AKA: What makes you special?)
This step is probably the most important. However, most personal trainers skip it because it requires a little extra effort.
This step is where you differentiate yourself from others in your field and explain what makes you unique and better to your prospects.
The ideal way to do this is to present your own story and explain why you do what you do.
Here’s an example:
*“Everywhere I looked on Instagram, none of the yoga teachers looked like me. They were all young, thin, and bending themselves into pretzel-like shapes!**
I realized that maybe there were people out there who looked more like me but who thought they couldn’t benefit from yoga because they were too old or overweight. That’s why I started Yoga Over 40.”
Or:
“I tried every diet out there: paleo, vegan, gluten-free, keto, you name it. Then I realized that strict dieting wasn’t for me or my body, and I figured out how to achieve weight loss while eating whatever I wanted (within reason!).
“It’s a belief and experience that you don’t have to follow some crazy strict diet to lose weight and live your best life.
Here are some prompts to help you find your story/angle:
- How did your personal training style evolve/develop? Was there something you changed that helped you and others succeed more?
- What motivated you and continues to motivate you to be a personal trainer?
- What are some challenges you’ve overcome? What are some failures you’ve recovered from?
- Have you discovered anything about health and fitness that has improved your and your clients’ lives?
- What is your focus? What makes you different from your competitors?
Ultimately, your answer should be able to fit into this template, or one similar to it:
“I love helping/doing < Your target identity/niche >. But I noticed there was a < specific problem/lack in the industry >. So I started my own business to make a difference.”
There is no need to criticize other trainers or personal training methods at any point. Instead, approach from the angle of solving a problem to better meet the needs of a specific person.
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Why should they trust YOU?
Simply telling the reader they are different, special, and better isn’t enough. Providing great examples, photos, and a shared identity isn’t enough, either.
Potential clients want to see real-life success stories; they want social proof.
Having someone else praise you rather than yourself is far more convincing to prospective clients and is crucial to gaining their trust.
This is why you should share at least two or three success stories (even if they are just short blurbs or quotes) from people you have helped.
Make sure that the success stories/examples you use are from people in your targeted niche—ideally, the same niche as the prospective client reading your bio.
Use photos, if possible, of your former clients whose success stories you’re sharing. This will make them (and you) more real and relatable to the reader, in turn building further trust and interest.
And if you are just starting out as a personal trainer? Get creative! Use success stories from family members, friends, or acquaintances you’ve helped – just make sure (again) that they are in your target niche.
Make sure your success stories include results, showing that you are capable of delivering. (E.g., “thanks to [Your name]’s amazing 20-day program, I was able to do my first hand-stand ever!”)
What’s the next step?
At this point, several of your readers, aka potential clients, should be ready to take the next step. They’ve read about who you are, who you help, and your story. They’ve seen the social proof and would like to know you. To some extent, they even trust you.
Now, it’s time to give them a call to action. Tell them what to do next.
The key is to make this step as easy and frictionless for them as possible.
There are multiple ways to do that, but here are two of the easiest:
Book a consultation call.
A big mistake many people make is to simply use a contact form.
This is a passive approach that slows down the whole process of getting in touch with your future clients. It requires extra steps (emailing, calling) that burden them and make them think twice about whether they really want to reach out to you.
You want to strike when the iron is hot—when they are excited to hear from you so they can get started as soon as possible. To do this, create a single step that requires a single mouse click to connect with you.
Calendly is a good example of a scheduling app that will let you do this. All the prospective client has to do is scan your available time slots and pick one that works for them for a call. Done.
Use a low-barrier offer.
One way to entice prospective clients is to offer them a free or discounted trial of your training.
If you like to run online fitness challenges, this is the option for you. A short, free fitness challenge—e.g., a 10-day weight loss blast or 21-day summer shred—is a fun and high-value offering that motivated prospects will be eager to join.
To make the process as easy as possible for your future client, go with an online personal training app that will automate the entire challenge for you. The simpler the process, the more likely your clients and prospects will stick with you and see results. This will make them excited to commit to more of your services.
TrainerFu is a good example – their software will let you automate everything from registration and payment to delivering workout videos.
Ready to write your personal trainer bio?
With so much competition, having a clear, shared identity with prospective clients is the key to making your fitness bio stand out.
It’s not just about your skills and qualifications (though those matter) but also about human aspects, such as hobbies and experiences, that create connection and trust.
Remember to use photos (and videos, even) of yourself to help prospective clients interact with you better. You should be able to answer the “I help ___” question using a specific and attention-grabbing niche.
And while all of the above are great, they’re still not enough – you need social proof in the form of awesome success stories from clients in your relevant niche. (This is the part that trainers neglect to add to their bios. Don’t let that be you!).
Finally, be sure to connect with your prospective clients as quickly as possible through a high-value, low-barrier offer. Your offer can differ, but make sure that whatever you use is as easy as possible—ideally requiring only a single click.
The right personal training software can help you deliver your offer to prospects more smoothly. And once you’ve converted those leads, it can help you automate your other personal training packages.
TrainerFu’s easy-to-use, automated software will save you time and help you gain more clients (or just have more energy and time for the ones you’re already training). It’s the top-rated app for personal trainers at iOS and Android app stores. Click here to try it now, for free.
Frequently Asked Questions
1. Why is a personal trainer bio important?
A well-crafted bio introduces you to potential clients, highlighting your qualifications and personality, and helps build trust and credibility.
2. What key elements should be included in a personal trainer bio?
Include your name, certifications, specialties, experience, personal interests, and a call to action to engage potential clients.
3. How can I make my bio stand out to potential clients?
Share your unique story, highlight your specialties, and focus on how you can address clients’ specific needs and goals.
4. Is it beneficial to include client testimonials in my bio?
Including testimonials can enhance credibility by showcasing real-life success stories and client satisfaction.
5. Should I use a professional photo in my bio?
A high-quality, friendly photo can make a positive first impression and help potential clients feel more connected.