How to Write a Compelling Personal Trainer Biography
When potential clients visit your personal training website, what compels them to learn more about your services? They might glance at your photo and an accompanying list of credentials, but do these features actually convince them to sign up?
Clients crave a good story. That’s exactly what they’ll find if you weave your background and philosophy into a personal trainer biography that reflects your most important qualities. This bio can be prominently featured on fitness studio websites and in marketing emails.
Crafting a professional bio can feel intimidating even for the most experienced trainers, but we’re here to help. Below, we’ve provided a brief overview of the essentials that should be included in your personal trainer biography, as well as examples that demonstrate the variety of approaches that can be called upon to attract and convert new clients.
Editor’s note: While the coronavirus (COVID-19) pandemic has changed the way many of us are doing business, especially in the health and fitness industry, the basic principles of online marketing remain the same and the advice below holds true. If you’re looking for guidance specific to marketing during this time, check out our Small Business Action Plan for Health Clubs and Fitness.
When creating your personal trainer biography
Personal trainer bios vary dramatically, with some diving into every detail while others are limited to a short paragraph or two. Both approaches can be effective, depending on the look and feel of the fitness website on which the bio is featured. In general, however, most personal trainer biographies should strive to do the following.
Focus on the client
Your bio is not merely a resume. While it’s tempting to lead with credentials, this page should focus on addressing key client concerns. Also worth addressing: How will their lives change if they work with you?
A personal trainer biography should demonstrate a clear understanding of the many challenges prospective clients face in their efforts to adopt a safe and effective fitness regimen. If clients sense a lack of empathy or passion, no degree or certificate will convince them to take action.
Many personal trainers lead into bios by highlighting their general fitness philosophy or value proposition. Holistic trainers, for example, may explain that they view exercise as medicine. Those who cater to older clients may show how their approach reduces the risk of injury. These details may cause some readers to look elsewhere, but they’ll also increase the likelihood of target clients converting.
Highlight your qualifications
While a show of empathy can pay dividends as you strive to connect with potential clients, most will still want to know that you’re qualified. Hence, the need for a bio that clearly outlines your background. This section can include:
- College degrees. Especially true, if you majored in Exercise Science or Kinesiology. Any degree could be worth mentioning, however, even if it doesn’t directly relate to your current work as a personal trainer.
- Relevant certifications. These exemplify your professional expertise or your commitment to client safety. Examples include CPR, First Aid, and American Council on Exercise (ACE).
- Membership in professional organizations. Examples of the latter are the National Academy of Sports Medicine (NASM) or the National Strength and Conditioning Association (NSCA).
- Previous work in health and wellness. These could include not only personal training positions, but also athletic coaching, group fitness instruction, or nutrition counseling.
When listing qualifications, aim for an organized approach that limits blocks of text. When possible, stick with short paragraphs or bullet points. Remember, most prospects will quickly scan the page rather than take in every detail.
Mention personal interests or challenges
Don’t forget details that help you appeal to specific types of clients.
For example, athletic types might appreciate that you played softball in college or recently completed a marathon. Those struggling to lose weight might be more inclined to work with a personal trainer who previously shed dozens, even hundreds of pounds. They’ll value the unique insight that can only come from somebody who has walked in their shoes.
Relatable bios provide the human element needed to build a genuine connection. When clients read details about your prior struggles to lose weight, train for a 5k, or improve your body image, they won’t see a sign of weakness — but rather, proof that you’re capable of empathizing with their situation.
Include a high-quality and relevant photo
No matter how well-written your bio may be, it will fail to make an impression unless it’s accompanied by a high-quality photo that conveys your personality and passion for fitness. Strike a balance between professional and relatable, swapping the typical headshot garb for an exercise-oriented backdrop and outfit.
Check for consistent messaging
It should only take readers a few seconds to get a feel for both your personal brand and your gym’s philosophy. This can be conveyed with a clear and consistent voice. Your bio should fit seamlessly with other website elements — such as layout, font, and imagery. Avoid conflicting images such as excessive logos from certification bodies, which may compete for attention with your company’s logo.
Depending on your approach, a casual voice could be accompanied by laid-back or even playful design elements that convey your gym’s lighthearted or fun-loving take on physical fitness. If you cater to competitive clientele, make your hardcore approach clear by selecting photos of impressive feats, along with no-nonsense and motivation-oriented language.
Find inspiration in personal trainer biography examples
Even if you know which basic elements should be included in your biography, it can be difficult to put this understanding into action. A little inspiration can give you a head start, so we’ve highlighted several noteworthy bios. These feature a variety of training specialties and styles, so you can find at least one example that relates to your professional approach.
Remember: No one layout or voice is perfect in every situation. Instead of copying a specific style, your personal training biography should reveal your personality and values. It may also need to reflect the core messaging of the gym you represent. With that in mind, take a close look at the details that make each personal trainer biography example referenced below stand out.
The Jade Way: Jade McClure
Effective fitness branding permeates the entirety of Jade McClure’s bio. Known as “The Jade Way,” his trademark system emphasizes holistic, client-centered training, complete with in-depth evaluations that dive into numerous aspects of wellness.
In his bio, Mclure mentions unique certifications that appeal to niche clients — those interested in clean eating and integrated movement. His third-person style, although unusual among fitness professional bios, cements his status as a personal training brand rather than a personal trainer.
Roz the Diva
Like Jade McClure, Mays goes beyond typical terminology by referring to herself as a “diva.” Her bio begins by instructing prospects to “ditch yo trainer” and “get a diva.” Even the page title — Fancy Credentials — defies expectations. On this memorably-named page, Mays explains her preference for pole dancing but also highlights her work in TRX, her background as a stunt double, and her featured role in the documentary Dangerous Curves.
Mays also offers a video bio that conveys her dedication to working with people who are typically underserved by the fitness industry. While viewers may initially be put off by its three-minute length, Mays’ bright personality shines through, leaving prospects wanting more — and convincing them to take the next step by signing up for personal training services.
Metroflex Gym: Ann Hla
Simple but effective, Anne Hla’s bio leads in with a core philosophy and a familiar, yet motivational quote. From there, it highlights key certifications that should reassure prospective clients, as well as brief mentions of specialties and personal interests that make Hla more relatable. Her image selection is also on point, pairing professional quality with battle ropes to give clients a taste of her approach to fitness.
HIIT Zone: Angus McNab
The principle “show don’t tell” can work wonders for gym websites, with video bios demonstrating the unique exercise regimens members might encounter if they sign up for personal training services. We saw this with Mays’ video, but on her page, it supplemented the conventional text bio rather than replacing it entirely.
HIIT Zone harnesses the power of video marketing with brief clips that cover professional experience and current niches served by their coaches. The video that serves as Angus McNab’s bio gives a glimpse of his personality and his real-world interactions with clients. McNab’s video introduction covers everything that a typical text-based bio would but stands out on the basis of format alone.
Balance — A Fitness Studio: Morgan Luzier
When viewing personal training bios, clients want to see more than a resume. Ideally, they’ll come away understanding the essence of their future trainer — and what this person provides beyond a simple workout.
This is quickly evident when reading Morgan Luzier’s bio, which includes such evocative phrases as “old-fashioned ass-kicking” while also highlighting her intuitive approach and commitment to refined training. Her bio will appeal to a specific type of client, who wants to be pushed hard but also desires emotional support along the way.
Resilience Fitness: Katie Cox
Katie Cox’s bio tells a compelling story about a lifelong athlete and passionate educator who fell into CrossFit as she sought a solution for improving her strength. Her story will be relatable to many people who aspire to the CrossFit lifestyle.
The Resilience Fitness bios work well to highlight the differences among their trainers. Cox’s bio copy includes the two driving forces in her life: exercise and working with children. Parents should be comforted by her strong background in education, which is clearly referenced without making the bio sound like a resume.
Make an impression with your fitness marketing campaign
Now that you know what to include in your personal trainer biography and how you can make it stand out, it’s time to amp up the rest of your fitness marketing initiatives. Check out The Download, which offers insight into effective digital strategies.
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