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Copyright 2013, all rights reserved.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any
form or by any means electronic, mechanical, photocopying, recording or otherwise without the
prior permission of the publisher.
This book is for information purposes only. It in no way constitutes legal advice. The author
takes no responsibility over your business or any legal ramifications that may result from you
using this information. Additionally, while all stories in this book are true, all names and
locations have been changed. The author has done his best to provide you with accurate names,
websites, and prices on the publish date but all of these are subject to change and the author is
not responsible for any changes to websites or pricing on any service, product, or system
mentioned here.

Table of Contents
I Wanted More
This is Why I Became Incresingly Frustrated by Aspects of the Fitness Industry
Online Training Gone Wrong
The Benefits to a Gym Owner
The Software
How to Charge
Meshing Online and Offline Training
Your Packages
Email Support
Using Calendar Systems
Writing Your Sales Page
Your Web Form
The Consultation
Building Your Exercise Library
How to Find Clients
About the Author

I wanted more
So I took on more.
For two years I ran a bootcamp 3 days a week from 6:30am to 7:30am making $120 cash. I
would then travel to 4 clients houses making $65/hour cash. By noon, I was in the gym where I
trained 8 more clients and ended my day at 8:30pm.
In one day I would make $710.
But that wasnt enough I wanted more.
So I took on the role of senior trainer at my club and made a small salary. I also negotiated a
commission for referring my overflow of clients to other trainers.
By 24 years old I was rolling in dough. But I wasnt happy. I was scared. And still, I wanted
By all accounts I reached what many would consider the peak of my earning potential.
The only logical step up was for me to open my own facility. I had offers of financial backers but
knew in my heart that I didnt want to be a gym owner; I was youngI wanted to travel, I
wanted to make more money and to help more people.
I was scared that there werent any options other than to continue working 14hours per day. And
to make more money I would have to work harder for somebody else.
My good friend, spoken word artist, and YouTube sensation Suli Breaks later summed it up:
If you don't build your dreams, someone else will hire you to help build theirs. - Suli Breaks
But things have changed and in this book Ill give you the tools to change them for yourself as
well. 2014 2014

This is Why I Became Increasingly Frustrated by Aspects of

the Fitness Industry
Training in a gym can be a limiting experience and, because of gym protocols and limited time,
many trainers cannot provide their clients with the type of service they actually need.
One example is the absurdity of the 1-hour session. An effective workout is hardly ever exactly
1hour in time. Some protocols call for 45 minutes, some an hour and a half. For new exercises,
30 minutes might be all they can handle.
Yet, in order to avoid a scheduling nightmare, trainers are forced to be with each client for
exactly the time prescribed. Parkinson's Law states that work expands so as to fill the time
available for its completion. Tell a client that a session is an hour long, then you might end by
making up stuff for the last 10 minutes to fill the session like a stretch or another set of triceps
Training should dictate business practices and not vice-versa. However, the only way to
block your time and avoid a scheduling nightmare in a gym is to stick to a strict schedule based
on predetermined blocks of time that all sessions must adhere to.
Most trainers work mornings and eveningsand they work long hours. They get overworked,
run down, and miss important family events. Not getting paid because youre sick and cant train
a client makes training a difficult career choice.
Think of all of the potential income you miss out on by not being able to take on referrals
unless they live around the corner or by losing clients when they move away.
Lastly, personal training is expensive.I know were worth it, but we provide a luxury service.
The economy has yet to recover and spending $200+ a week on personal training is just not an
option for most people. No amount of sales acumen can get around it.
The fitness industry was worth 17.6 billion dollars in 2010, yet, according to the US Bureau of
Labor Statistics, the typical trainer salary in the United States was only $31,720 in 2012 (hardly
enough to raise a family with). And this is an average meaning that half the trainers in the United
States were making less than that.
The above 5 frustrations and frighteningly low average salaries for trainers are largely
responsible for scary stats like 60% of trainers leaving the industry in years 4-6 in Australia (Im
sure that other countries have similar numbers). Maybe if theyd taken advantage of online
training as a way to supplement their income while working in a gym or to create a brand new
business they would have stayed.
I say this because online training solves every single one of the 5 biggest frustrations with inperson training. Ready? Im going to blast through these: 2014


Training clients online allows you to scale (make more in less time).

You can make money when youre not in the gym which supports a family and
healthy lifestyle much better.
Business no longer has to dictate fitness. Scheduling becomes a non-issue. All
clients can workout at 6:30pm if they want and youre not stuck to a strict 30 minute or
1hrs session policy. Online training allows you to program for the clients goal and give
them what they need.
You can finally take on friends and family members of current clients that live far
away. Referrals become much easier when location isn't a factor. You can also keep
training a client even if he or she moves away.
You can charge less per client and make more exponentially increasing your
income while providing a more cost effective service.

You Must Learn to Work Smarter, Not Harder

Theres nothing wrong with working for a gym. I think most trainers should at least start working
in one. But I think every skilled trainer should look into training clients online. Later Ill discuss
how you can mesh online and offline training for the same client as well.
If you do it right, all the annoying problems outlined above (1hour sessions, time management,
huge expense, and the inability to scale your efforts) can all be solved or side stepped. Thats not
all; you can make much more money than you ever could in a gym. And gym owners can add in
an entirely new revenue stream while providing adequate incentive to retain great trainers Ill
discuss how later on as well.
This book will teach you everything you need to know about building an online personal training
program either as a part-time compliment to your in-person training or as a primary vocation.
In the coming pages Ill teach you everything you need to know to have more freedom, make
more money, and help more people through online training. 2014

Online Training Gone Wrong

Below are two examples from clients of mine before they signed up for one of my premium
coaching groups.

Example 1 -- Steve
Services Offered

1 1hour Skype check-in call /week

Program design

Nutrition design

24/7 email support

Price = $199/month.
Steve charged $75/hour for training offline. When we spoke, he told me it takes 3hours for him
to complete the program and nutrition design. Ignoring the email support, he is offering 7hours
of his time for $199/month or $28/hour.
Thats $47/hour less than he would make training offline and a loss of $329 for 7 hours of
training per client.

Example 2 -- Sandra
Services Offered

2 30-min calls per month

Weekly custom health and nutrition tips sent by email

Workout plan

Unlimited email and text message support

Price is $149/month
Sandra ran a bootcamp program offline where she averaged 6 clients and made $120 for an hour
of work.
When we spoke, she estimated that the workout plan took her 30 minutes to build, the tips took
another half hour to compile, and she averaged 1 to 2 hours/month on email with each client
(some more, some less). Thats a minimum of 3hours/month of work for each client for $149/
month or $50/hour. 2014

Thats a $70 loss for an hour of Sandras time.

Just Because You Work Online

It doesnt mean that youre leveraging the Internet and scaling your services. After speaking
with me, Steve and Sandra recognized their mistakes and admitted that they were feeling
overwhelmed. After implementing a couple minor tweaks, they are both killing it with their
online programs. As I write this, Sandra is traveling Europe while maintaining her training load.
This book will teach you how to use specific software and build your pricing and lead generation
systems to leverage the Internet. Do what I say, and earning 1K Extra a month could happen
within days and an extra 6 figures a year is closer than you think. 2014

The Benefits to a Gym Owner

If you dont own a facility, please skip to the next section. If you do own a gym or are planning
to start one, read this because it could fundamentally improve your business.
First, Ill try to use some of my Jedi mind-reading powers to list your biggest frustrations:

Finding and retaining quality trainers is difficult.


Your income streams are limited to training, memberships, and potentially sales of things
like supplements.


Your gym has busy times (good) and dead times where your trainers are bored and youre
not making much money.


You lose money when clients move away.

For individual trainers building an online training business is a nice supplement but for a gym I
consider it a necessity because it solves every one of the above 4 problems.
Imagine being able to say to your trainers that during the dead hours between 1-4pm they can sit
with their feet up and design programs + answer questions from online clients of the gym. In
exchange, youll pay them their hourly rates all the while youre taking a cut off of the top.
Once you set up the proper systems (which are no different from what an individual trainer
would do), your online component organically grows.
The trainer is ecstatic because its extra revenue that they can make without having to be on his
feet all day, youre ecstatic because youve created an extra revenue stream, and the online client
is ecstatic because they can train with your team if they live far away.
Win-win-win its a beautiful thing.

After we spoke upon the initial release of my 1K Extra course Nick Mitchell decided to put
emphasis on the online training component of his facility Ultimate Performance in the UK.
According to Nick, this one aspect of his business results in an extra 100,000+/yr ($166,000
Heres the website - 2014


The Software
A misconception with starting an online training business is that you need to be proficient using
technology. Nothing can be further from the truth. If you wish to ultimately scale your business
beyond 1K Extra a month, than software helps. But for those looking to take on a couple clients
online to supplement their incomes, software isnt needed.
Well, thats not entirely true. You will need an email account, a free Paypal account, a free Skype
account (optional), and some sort of workout template that you can email electronically (which
you probably already have in Microsoft Excel).
Later in this book I outline how to organize your business and offer support. For now know that
your entire business could consist of a free Paypal account to accept credit cards, email support,
and sending out workout templates and instructions to your clients. 2014


How to Charge
Before getting into the details of how you should build your offers and pricing, lets talk for a
minute about payment processing. Plenty of options are available for taking in payments online,
but Ill just go over a couple.

This is the easiest option. Create a free account. New clients dont have to have an account to
pay you. They can pay with any major credit card in one of two different ways: Directly through
a button you create or by clicking on the send a payment button at PayPal.
Often trainers want to offer the option of recurring payments. Instead of asking for $2000 up
front, its more appropriate to offer 4 payments of $500 once a month for 4 months. For $20 you
can sign up for a professional account in PayPal that allows the functionality to create
subscription or recurring billing buttons/profiles with whatever terms you like. You can also
schedule in monthly or bi-weekly payments that never expire.

1Shopping Cart
While a touch more involved with setting up, 1shopping cart allows you to receive payments. A
benefit of this option is that you can create a page with 1 click up sells for other products as a
client is paying for training. If you sell other products and services like T-shirts or supplements,
this could be a suitable option.

Even more involved still, InfusionSoft offers an all-in-one solution. The system takes some time
to get used to but can be molded exactly how you like. A principal benefit of InfusionSoft is the
ease of integration with commission systems and email marketing.

Really, any method of accepting payment online will work, and there are hundreds of similar
methods available, but for most trainers, PayPal will suffice. Its the easiest and you can
withdraw directly to your bank account from it for free.
On receiving payment, simply create an account for your new client and send them the login
information and they are in the system. If they decide to stop training, cancel their account. 2014


Meshing Online and Offline Training

I missed out on a lot of money when I was a trainer and I hope that this section helps you avoid
my mistakes. Even if you decide that online training isnt right for you, please heed my advice
and include the maintenance plan that Im about to lay out.
The unfortunate reality is that most personal training clients cannot afford to train with you as
often as they need to. 3-4x/wk with a trainer is expensive. Not only that, but scheduling that
many sessions with a trainer consistently is close to impossible.
Inevitably I would get to the point where I would be designing programs for clients. Sometimes
Id work with a client once a month before they would go on their own and others twice a week
and they would do the other workouts by themselves.
My first piece of advice is to never just give a program to a client. Theyll ask you for it, but
dont do it. A client isnt paying you for the hour that they spend with you. A client is paying you
for the years that it took for you to build up the knowledge to provide them such a good service
during that hour.
The first step is to explain to your client that in order for them to succeed and for you to do a
good job, they need 3 things: direction, support, and accountability. The program is the direction
but support and accountability are included in your maintenance plan.
The maintenance plan is a hybrid between online and offline training. It includes access to your
support network and potentially some allowance of email / text message check ins with you.
The easiest way to build this system out is to have two set prices: your in-person training rate and
your monthly maintenance plan.
Depending on the situation, a client might do one session a week with you. If this is the case then
his monthly fee would be:
4 in-person sessions (at 1/wk) + the maintenance plan
You might also encounter a client who is a beginner and needs more up front personal attention
but wont be able to continue financially multiple times a week for long. For her you could 2014


propose training 2x/wk for the first two months followed by once every two weeks moving
Her fee for each of the first two months would be:
8 in-person sessions + the maintenance plan fee
After the initial two months her fee would be:
2 in-person sessions + the maintenance plan fee
Aside from being able to provide a more specific service to the different types of clients you
encounter, I love this because it allows a trainer to justify spending as much time is necessary
ensuring that a client has success. When I trained clients I didnt follow up as much as I should
have simply because I didnt have time. 2014


Your Packages
Creating various levels of training packages to offer at various price points is important both in
being able to cater your services directly to a client and to deal with the objection of price. Your
time is your most valuable asset and should only be offered in premium packages.
To build your packages, first make a list of every service you could possibly offer. You dont
have to offer all of them, but write everything you can think of for now. They might include:

Monthly program design.

Nutritional program design.
Daily tips.
Weekly, bi-weekly, or monthly phone consultations.
Email support.
Forum support.
Initial assessment or movement screen over Skype with follow-ups.
Admission to group Webinars for all your clients.
Access to a membership program for new workouts, exercises, or articles each month.

This isnt a conclusive list. You might have other services to offer.
Once you have written them all, put a value on each based on time commitment. Value your time
not as an abstract measure, but as time you could be using to produce something that will
generate leads or passive income. Look at it as an opportunity cost and if people are taking that
from you, they should do so at a premium.
From the above example, heres how I might value each service per month unless otherwise

Program design. -- $200

Nutritional program design. -- $200
Daily tips. -- $50
Weekly, bi-weekly, or monthly phone consultations. $250/hour
Email support. -- $150
Forum support. -- $50
Initial assessment or movement screen over Skype with follow-ups. -- $250
Admission to group Webinars for all of your clients. -- $50
Access to a membership program for new workouts, exercises, or articles each month. -- 2014


Ignore the specifics of these figures but notice how much more value Im putting on the services
that require a time investment on my part.
Daily tips and the membership program can be compiled either by you or outsourced and sent to
an entire email list through an autoresponse sequence. Forum support can be provided by
somebody else who you hire. The Webinar is your time, but you can service many people at
The phone consultations, assessments, and email support must be done by you and therefore are
premium services.

How to Build Your Packages

For trainers looking to start small, simply having a single package where you offer programming
and some support will suffice.
For those looking to build a business that brings in $100,000+/yr and an ability to scale, you
should have at least 3 service levels that you offer at 3 different price points ranging from low
cost to extremely high cost. Now that youve put together your list of services, start bundling
them in packages.
The low-priced package should take little or no time commitment from you. It could be a
workout of the month club or a basic program design with no support. The mid-range package
could include some group support and possible the occasional email or check-in call, but it
should be largely automated. Having a premium package where you offer the whole shebang is
In building your 3 levels there are a couple things to keep in mind: The first is that if you only
offer two service levels, chances are people will buy the cheaper one. The second is that theres
always going to be a small subsection of people who will opt for the most expensive package, so
you should be able to offer it.
Online personal training is new and most people dont even know it exists much less have any
idea what it should cost. Its not like buying chicken breasts at the store where you know how
much a pound should cost and any variance from the mean jumps out at you. Here, you set the 2014


precedent. The addition of a premium package at a much higher price point makes the middle
package seem more reasonable. It is a point of reference.

3 Packages (An Example)

Lets say I decide that Im able to offer the following services with associated individual

Program design. -- $200

Nutritional program design. -- $200
Weekly, bi-weekly, or monthly phone consultations -- $250/hr
Email support. -- $150
Access to a membership program for new workouts, exercises, or articles each month. -$50

This is how I might choose to split it up into 3 levels and make up fun names for each level. For
this book Ill use a Star Wars theme because, well, why not?
Level 1 (14.99/month) -- May the Force be With You ($50 value. Save 30%)

Access to a membership program for new workouts, exercises, or articles each month.

Level 2 ($199/month) -- The Force is Strong With This One ($400 value. Save $200)

Individualized program design. -- $200

Individualized nutritional program design. -- $200

Level 3 ($547/month) -- The Jedi package ($800 value. Save $253)

Program design. -- $200

Nutritional program design. -- $200
Weekly, bi-weekly, or monthly phone consultations. -- $250/hr
Email support. -- $150

Follow the rule of 100 when showing a discount. If the money saved is less than $100, represent
it as a percentage. If its above $100, represent it as a number. 2014


You expect most people to choose level 2 here. If they object because of the price and wont
budge, you still leave yourself the option to present them with level 1.

After following my 1K Extra system, Colin from Coconut Fitness built out and represented his
systems beautifully.
Heres Colins Website -
Note: In Colins example the middle option seems like a no-brainer and the top option is much more expensive
than the bottom two so acts as an anchor making the middle seem like a bargain.

Should You Include Your Prices on a Public Website?

An important consideration is whether or not you should broadcast your prices so allow me to
take a minute to discuss the considerations that will help you make your own decision.
The biggest problem with publicly announcing your prices online is that you havent yet had a
chance to convince a client on your value. Ive been quoted to say the cheapest trainer in the
World is too expensive if he/she hasnt yet had a chance to convince the client on value, and its
If you believe that you have the cheapest services and wish to compete on price, put it on your
site. If you are busy and only want highly qualified leads who are OK with how much you cost,
put it on your site.
I generally advise trainers to prequalify potential clients by asking a question on the web form
(discussed soon) with a check box that says something like, are you willing to invest
[INCLUDE PRICE RANGE] into your health and fitness over the next 3 months?

Dave Dreas from Arizona is a good example who, after following my 1K Extra Course, included
a pre qualifying statement on price before his web form.
You can see Daves website here - 2014


How to Offer Email Support

Before I talk about the options for offering email support, I want to start by saying that emails
will be the bane of your existence. I strongly encourage you to either eliminate or limit emails.
The last thing you want is 50 to 100 different clients from around the world sending you an email
from their phone during their workout saying things like, my wrist hurts when I bench press.
What should I do?
Never blindly offer email support.
Theres no way to answer the above question and believe me, it happens. Often. To have more
freedom, make more money, and help more people with online training, you need to develop
systems for support.
Offer some email support in premium packages if you like, but recognize that every minute you
spend answering emails is a minute you could be spending getting more clients, developing other
products for sale, or spending time with your loved ones.
The best way to limit or avoid questions is to identify which questions often get asked. Youre
usually going to get the same 5 to 10 questions. In advance, prepare documents or videos
answering these questions and give it to any new client with their initial package. This could also
involve video demonstrations for all exercises. To take this one step further, you could put a
value on the training Ebook you give to the client to increase the valuation of your package as
If you do decide to offer any kind of support, there are two options Ill go over in this section.

Option 1 -- Group Support

Adding all of your clients to a private Facebook group has 4 advantages:


It creates a community. Getting your clients to know and become friends with each
other is a useful way to increase retention. This is an age old tactic in brick and mortar
gyms, why not do it online? All your clients will likely have Facebook anyway.
They can post questions to the group. Rarely, if ever, does a client have a question that
cannot be answered by others within the group. Instead of asking you, tell them that they
can post the question to the group at any time. Youll be present in the group and add an
answer if you feel its needed. 9 times out of 10, 5 people will answer the question before
you even reach it. 2014




It gives you one place to answer. When all the questions are in one place it allows you
give yourself a time limit, log into Facebook, answer everything, and log off. Block off
15 minutes a day and dont go over.
It creates an air of exclusivity. Give your group a cool name. The group itself will begin
to have value (that you can add to the valuation in your packages). People talk about how
theyre a part of a cool club more than they talk about hiring a trainer to send them
programs remotely online.

Option 2 -- Set a Proper Precedent with Strict Guidelines

So you still want to offer email support?
Fine, heres how you do it:

Allow people to email you once a week at a specific time, say Thursday night.
The email must be point form. Each point is a question and no longer than 3 sentences.

This is the only way I recommend giving email support for 3 reasons:



It enables you to plan. If you know all the questions will come in on Thursday, merely
book off two hours every Friday to answer them all and you dont have to worry about it
for the rest of the week.
You avoid the dreaded wall of words. Most people arent writers meaning that they will
write you an impossibly complex, long-winded, and repetitive description of events.
Forcing them to be succinct should be a priority.
The unimportant questions never get asked. You should only be spending your time
answering questions that matter and not responding to people emailing you during a
workout that their wrists hurt. Forcing them to build up a list and email it to you once a
week will eliminate most unnecessary questions.

If you need more information on a situation, youre always free to ask the client for more details
or to jump on Skype for 5 minutes.

Always be Building an F.A.Q.

When a new client first registers they should receive an information booklet that contains all
legal forms, an overview of your program, and a description of how all of the services will be 2014


delivered. I also recommend adding in an F.A.Q. with responses to common questions that you
In my 1K Extra course I provide a template information package to send out.
An F.A.Q. saves you from answering the same question over and over again. The easiest way to
build it is to take your time and write a great response the first time that youre asked a question,
send it as a reply to your client, and add it onto your document.
Before long youll find that most of your support will be handled with this document. Also note
that having effective documentation is the only way to scale your business. If you eventually
want other trainers taking on clients for you, you need to have documentation built. 2014


Using Calendars
Keeping an effective calendar system for tracking payments, monitoring clients, and organizing
consultations is imperative to your well-being. Using a Google calendar and software called
TimeTrade in tandem will save you time and lots of money on Advil.
Here are the steps to set up your calendar system:


Create a free Google calendar and sign up for the free 30-day trial at Time Trade (its
$49/year afterward).
Connect your Google calendar to Time Trade.
Decide on a block of time in your schedule to do initial sales calls or consultations over
phone or Skype (For example, I personally only do calls from 9 to 11am, Mon to Thurs).

Set this as an appointment in Time Trade. When you do, it will create a link for
you to email out. That link takes the user to your calendar and only shows them
the available spots for the appointment youve offered them. You could, if you
want, create two types of appointments and the user would only see the
availability for the appointment you send them.

When a user chooses their meeting time, it will insert the meeting into your
Google calendar and no longer offer that time as available in Time Trade. If you
book another appointment in your Google calendar at that time, Time Trade will
no longer offer that time as available
When a new client books in with you, set a reminder in your Google calendar to alert you
one week before their payment period is to expire.
Add in any other reminders with alerts you might need. For example, if you do a biweekly Skype as part of a premium training package, you can set a reminder to alert you
every two weeks for the client.

Systems are everything in this game. Let the software do the heavy lifting for you. When a new
client signs up, you should have a checklist with all reminders in it. Schedule them all into your
calendar at the beginning. That way, you dont ever have to think about continual scheduling or
worry that clients sessions are expiring soon.
Another reason I like TimeTrade is that it automatically adjusts for time zones. If you send
somebody a 9am appointment time, it will show to them as the time in whatever time zone the
client is in. 2014


If a client gets hurt while exercising with your program, youre still liable; it doesnt matter that
youre training them remotely. Protect yourself the same as you would offline.
The following are the basic waivers you need. This might not be a conclusive list and does not
constitute legal advice. Depending on where you live, rules might be different. I strongly advise
you to consult a lawyer to ensure you have all the proper documents.

Every client must fill out a Par-Q, sign it, and send it back.

Par-Med X
The Par-Med X is for clients over the age of 55 or have answered yes to any of the questions on
the Par-Q. It must be filled out by a physician.

Par-Med X for Pregnancy

The Par-Med X for Pregnancy is a 4-page guideline for exercise during pregnancy. It also
includes a form that must be filled out by the clients physician.
Note: All 3 of the above documents can be downloaded free from

I advise that you get this drawn up by a lawyer as it should be specific for your business.

Liability Insurance
Even if you follow all the guidelines and offer sound advice, its possible somebody will get hurt
and might sue you. Liability insurance is offered through most certification agencies and all
trainers programming or selling nutrition advice online should have it. You can also obtain it
from all major insurance providers. 2014


Writing Your Sales Page

Treat your sales page the same as you would treat an initial consult with a client. Do they walk
into your office and, after exchanging pleasantries, you immediately overwhelm them with how
many certifications you have, your philosophy of fitness, and your remarkable results?
No. At least you shouldnt.
So your sales page on your website shouldnt be about that either.
The first step in constructing an effective sales page is to know your ideal client. It sounds clich,
but you have to get in their head and know what they are struggling with and what they feel is
stopping them from having success in their fitness endeavours. Telling a 25-year old male client
with no injuries that wants to look good naked that youre an expert in dealing with back pain
isnt going to be effective.
The first section of your page needs to outline the specific problems that you identified as
important. For a 25-year old male who wants to look good naked, youd probably focus on how
important proper nutrition is in putting on muscle while staying lean.
Next on your sales page is a short sell on you. Social proof is more important than your 27
certifications. If youve been featured in any media, this is the place to write it. Keep this section
short, all that should be there is a section on why you are best suited to help your desired client
with exactly what they are struggling with. A 25-year old male would be more prone to train with
somebody who was a fitness model and doesnt really care whether that fitness model has
experience in low back rehab.
Add testimonials on this page as well. 3 to 5 should be enough. If you can, add in a picture, a full
name, and the vocation of the person providing the testimonial.
Last, on this page the call to action to fill out your form is important. Asking a client to fill out
the form for a free 30-minute consultation is much different from asking the client to fill out the
form to apply for a 30-minute consultation call because you are busy and cant take everybody
Consider the message and perception of value thats put across between both examples. The
second example will have your client feel special that they made it through the first round and
they will excitedly book their valuable consultation.
Last, a well-built web form asking the right questions is pertinent to your success. Ill go over
that in detail in the next section.

Below are links to the online training sales pages for Mike Campbell from Australia and Chris 2014


Wren from the United Kingdom. Both Mike and Chris are trainers who Ive worked with helping
to structure their online business.
On their pages linked below, notice how both outline what it is that makes them unique, what
their ideal client has problems with, and a succinct overview of the program components noting
why each piece is effective. Also, they both showcase a good amount of personality.
Mikes website is here -
Chris website is here - 2014


Your Web Form

While you dont have to have a website to run an effective online training business, if you do
then I suggest putting a lot more effort into your contact form than most.
Treat your web form similar to an in-person client intake. The difference is that you dont have
the luxury of asking the questions straight to the client. Instead, you need to configure your web
form with the following 3 things in mind: Build a rapport with the client, gather all the
information you need, and prequalify them.
On top of that, be yourself. Crack some jokes. My rule of thumb is that if you feel like saying it,
say it. If you use profanity, dont be afraid to say fuck, shit or ass. If you love Star Wars, make
the submit button for your form say Do. Or do not. There is no try.
What customers or readers react to and how they decide what to invest in is not based on the 99% of what
we have in common, but the 1% that makes us different. - John Romaniello

This section will go over the various types of questions that you should include in your web
form. The better you get at configuring forms to gather information and build a rapport before
speaking with a client the more successful you will be. Also to consider is that these forms will
save you time.
Many questions you would ask a client in an initial assessment can be included on a web form.

The Basics
This is relatively straightforward, but make sure you collect the first name, last name, and email.
In addition, you might want to collect age, gender, and phone number.

Rapport Building Questions

Its important to understand a bit about choice theory. Filling out a web form properly takes some
time and you need to hook a potential client into filling it out within the first question or two.
The best way to hook somebody is to ask very basic questions that take no thought as per above,
and to allow them to have a little fun, like what Im about to explain. The difference between
including these questions and not including them might mean that a client doesnt fill out your
form and never purchases your services. One miss could easily equal a lost of $200/month or
Ask questions to get to know your client on a more personal level. I love to read, so in all of my 2014


forms I ask people to name their favourite books or quotations. Ask whatever you like here; it
should be in line with your personal interests outside of the fitness realm. Getting people to fill
out this information has 3 benefits:


Sets you apart. Conventional is boring. Conventional gets ignored. Ask them to quote
their favourite line from a movie and theyll start reminiscing about a fond memory.
Immediately your services become associated with that fond memory.
Gives you a talking point when you contact them. When you contact a potential lead
would you rather say, thank you for your query. My prices for training are. Would
you like to get started? Or would you prefer to say, Wow! You love Indiana Jones too.
Remember that scene in Raiders of the Lost Ark when Indiana and Sallah uncover the
Wall of Souls?
Helps you pick out the people you really want to work with. Your time is your most
valuable commodity. My clients became some of my closest friends when I trained.
Asking questions to predetermine whether youd enjoy working with a client is just as
important as learning their exercise histories.

In a sales meeting its best to start by trying to find a common interest. Often salespeople will put
pictures on their desk from vacations or conveniently forget that a fiction book was left on their
desk hoping that a potential lead will ask about it.
People buy coaches, not coaching. It you want to be successful in this business youve got to get
your lead to like you before you try to sell them. Use your web form to accomplish this

Dig The Knife

How deep you want to dig is up to you, but its important to make the client aware of why they
decided to apply for your training program. Have them write exactly what they are struggling
with, get them to tell you why they feel they need coaching, heck, you could even get the
potential client to tell you about previous bad experiences with coaches.
Apart from making the client painfully aware of why they need your help, the more specific you
can get them to be on your form the better you can prepare for your consultation call. This call is
a sales meeting, and you must meet all objections head on. If a client has had a previous bad
experience with a trainer (or online trainer) you want to know and be able to assure the client that
you would have treated the problem differently.

Make Them Qualify Themselves to You

Somehow this client found your website and felt the impetus to inquire about your coaching.
Youre the expert here and your form should allow you to exert some control. Add in a question
or two on the form requiring the client to sell themselves to you. 2014


In the previous page where I went over writing the sales page for your training I speak about the
difference in offering a free consultation and allowing the client to APPLY for a free
consultation. Tell the client youre busy and theres plenty of demand and that youve made a
commitment to yourself to only work with those who you can really help even if it means turning
down paying customers. Two questions that need adding here are:

Get the client to tell you why they think they would make a good client.


Get the client to tell you why they specifically chose you to be their coach.

Ive also seen some trainers add a prequalifying question getting the client to rank their
commitment from 1 to 10. Not a bad idea as an addition but I wouldnt use it as a replacement
for the two questions above.

Ask if Theres a Spouse

I discuss dealing with objections during a sales call later but theres one objection that you need
to attempt to prepare for before the sales call because if it comes up during the call, theres
nothing that you can do. On your web form include a button asking if there is anybody else that
might be involved in the decision-making process (a spouse, boyfriend, or girlfriend usually).
If they check yes to this, be sure to ask them to ensure that the other party is on the phone when
you set up a time to talk. If a potential client says that he needs to speak to his wife, theres
literally nothing that you can do and if a client hangs up the phone without signing up, your
chances of ever making the sale go way down.

The Submit Button

I am being nitpicky here, but you bought the book and I want to give you as many tips, tricks,
and secrets as possible. Studies show that the more specific a submit button is, the higher click
rate you will get. An easy change from submit to apply for my call will make a considerable
In accordance with my example on the beginning of this section, you could have some fun with
the button as well. I love the idea of using the Yoda quote. Heck, get it custom made and get a
picture of Yoda actually saying the words Do. Or do not. There is no Try. beside the button. If
you do, Im willing to bet the first thing most of your applicants will comment on will be about
the awesomeness of the button - when that happens, the relationship has already begun to form.

James Cerbie, currently living in Boston, is another trainer who has applied the principles from
my 1K Extra course. Notice on his contact form via the link below how specific hes made the 2014


questions, the rapport building element, and the numerous attempts at getting the client to qualify
himself/herself to him in addition to the buy-ins before presenting the options.
Heres a link to James website - 2014


The Consultation
Recall Parkinsons Law (work expands so as to fill the time available for its completion). The
first step in keeping your online training program manageable is to use the calendar systems I
outlined earlier. Set blocks of time aside each week for consultations. When an application for a
consultation has been submitted, send a brief email (no more than 4 sentences) back to the client.
Comment on their favourite books if possible and ask them to book a time to chat sharing your
Time Trade link or if youve chosen not to use TimeTrade, with two possible times to chat.
This step is important to avoid much of the back and forth for scheduling. If, for some reason,
they cant fit into any of your blocks and youre willing to book them another time for the call
obviously go ahead. This way you know that every Tuesday and Thursday from 9 to 11am youre
doing calls and dont have to worry about it for the rest of the week (or whatever times you
In Time Trade you can share information for the call. Keep it simple. Instruct the client that the
call will be over Skype and ask them to add you no later than 15 minutes before the allotted time
and share your Skype username.
Try not to have any other communication before the call.

The Call
Send a text message through Skype to the client when the time comes for the call asking if they
are ready. When they reciprocate, call them by phone only (you can do picture, but I find Skype
cuts out much too much when I show my webcam).
These calls should be kept short and you must maintain control of it. After exchanging
pleasantries and making a quick joke about Star Wars and how awkward it wouldve been to be
in the room when Luke and Leia found out they were siblings, initiate the conversation. If you
dont take control right away, the client will start giving you his or her life story and it becomes
much more difficult to conduct the sales meeting. 2014


A simple, let me start by asking you a couple questions right off the bat is enough to take
control of the call.
After that, your questions will change depending on the training you do. However, there are 3
categories of questions sot you should ask:

Discuss history. Both exercise history and any medical concerns should be discussed
here. If you find that they are going on tangents and being long-winded, interrupt them
and ask them politely to be specific for you.


Identify goals. They would have already written this on their form, but get them to repeat
what their goals are to you. Dig deeper. A goal is never to lose 10lbs, a goal is the reason
for a 10lbs weight loss goal. Often the goals that our clients give us are superficial; they
are the perceived steps a client believes that they need to take to accomplish what they
actually want to do. Perhaps the clients goal is to feel sexy again and feeling sexy might
be defined by being able to fit into a sleek red dress again. Dig deep and figure it out. Ask,
why? and what does that mean to you? until you find your answer.


Identify limitations. Get them to tell you what they are struggling with. While they are
talking, write these points with pen and paper. Before you make a sales proposition to
them, you must show exactly how youre going to solve all their problems.

After these 3 questions and solving all your clients problems its getting close to the time where
you make the sales proposition. By now youve gathered plenty of information about the client.
Decide the two packages that would be best suited for the client.
Tell the client that you offer a package that you think would work excellently for them and name
the one piece of the package that will specifically solve the biggest problem they are facing. Then 2014


ask them if they want to hear about the entire package.

Getting this verbal agreement is important.
Once they say yes, give a succinct overview of the package. Try to make as many of the services
offered within the package specific to the clients problems as possible. On finishing, ask them
whether that sounds good.
Again, this verbal agreement is important. They will probably ask you how much it costs at this
Now its time to bring up price. You can either be a straight shooter and quote the price or you
can make a value proposition saying something like, to train with me in person would be $100/
hour. At 4x/week that would be $1600/month. But Im full of in-person clients and theres a
waiting list. However, I believe the ___ package is best suited for you. The price for that package
is ___.
Close your mouth, bite your lip, and, if your nervous, dont let it show at all. The client says the
next word.
One of 4 things will happen.

They say yes, you silently fist pump and make a PayPal button (Ill explain at the end of
this section).


They object based on a problem you failed to solve. If this happens, explain how the
package will solve their problem.


They say I have to think about it. If this happens, ask what they have to think about.
Thinking about it isnt an objection. Theres always an underlying reason.


They object because of the price. Lets get into this one in more detail:

The Price Objection

When people first object about price, try to stay silent for a couple seconds and let them talk
themselves into it. They might ask you if the payments can be split. If so, overcoming the
objection is relatively easy. Ask them how they want to split the payments up and either agree or
If they continue their objection, present to them another option (this is why you chose a Package
A and B earlier). Package B will usually be an option with fewer frills and therefore is a cheaper
price point.
If they object to package A and B, then training probably isnt right for them now, anyway. As
much as it sucks to lose a sale, you really dont want to be training uncommitted people online. 2014


By now people have an idea what training costs. If they inquired through your web form about
training they knew it was going to cost them money. A couple hundred dollars a month is
affordable to most if they carefully inspect their purchasing habits.
If they are willing to do it, you can discuss with them ways to save money so that they can pay
for training: giving up cable TV, buying meat on sale in bulk and freezing it, and not eating out at
restaurants are 3 examples that would save most families at least $200/month.
I should also add thats its common practice to pressure a lead into committing over the phone
with a fast action bonus. Its your decision whether this is right for you. Personally, I dont like
the tactic for personal training. Either the person is ready or they arent. And if they arent, you
dont want to train them; pressure sales tactics will only cause headaches for you down the road.

They agree to buy, congratulations! After negotiating the terms and payment plan you want to
take the payment as quickly as possible. This is one of the reasons that I like using PayPal for
transactions of this nature. While you are still on Skype with them, you can log into your account
and create a custom button for them with their exact terms within seconds and send them a direct
link through Skype messaging.
Another option is to have a page set up on your website with payment buttons already set for
each payment level. Whatever you decide to do here, remember that your goal is to get payment
quickly with as few in-between steps as possible. Dont have more documents or even a sales
page for them to read. Tell them on the phone that after you receive payment, youll send them
over all the forms and information to get started. 2014


Building Your Exercise Library

While PT Distinction, does provide hundreds of exercise videos to use, its still best for you to
film your own. Within the software you can connect your YouTube account directly and use your
videos to send to clients with their exercise instead of the template one.

Why You Should Film Your Own Videos

People buy trainers, not training. Even online training is personal. Any reasonably
technologically savvy person nowadays knows that they can click online and find an exercise
demonstration on YouTube but clients are buying services from you, so you should be the one

Build Your Exercise Bank

Before I lay out, step by step, how to build an exercise bank I want to talk about its importance.
The first benefit was already mentionedgiving a personal touch to your programming. The
second benefit is that a full library of exercises is a valuable commodity. With it, you can scale
your training program either to train by yourself, or by hiring other trainers. To film the exercises
and upload to YouTube is something of a pain. Do it once and its there for life. If you ever want
to add a new exercise, merely film a new video and add it to the bank.
Not only that, but in the steps below Im going to share with you the secret to optimizing your
videos for search in YouTube. This way your videos will act as a valuable commodity for
existing clients and as a marketing tool for new clients as they search and find your videos
double win!
Step 1 - Write a list of all the exercises you include in your programs. At most, there will
probably be 40. Create a simple chart to keep it organized like the one in the example below: 2014


Step 2 Take a day and enlist the help of a friend. With a smart phone or handycam, film a
20-30s video for each exercise. A 5s spoken description and 2-4 reps of the exercise.
(Pro Tip: Buying a Mic kit from your local electronics store makes a huge difference in sound
quality and might be worth the $150 investment.)
Step 3 Upload all videos to YouTube (create a free account if needed).
Step 4 - Write as the title of the video in a form similar to YOURCITY Personal Trainer
Step 5 (optional) - Go to which is the YouTube
keyword tool. In a separate tab, go back to YouTube and search for another video demonstrating
the same exercise. Copy the video id.

Select YouTube video id or url on the keyword tool, enter the ID and click get keyword ideas. 2014


What will show up is a whole list of keywords for you to use. 2014


These are the words that people search for in Google and YouTube to come across videos similar
to the one youve just uploaded. Use one of the terms in your video title in the
What many people dont know is that the entire description in YouTube videos is indexed by
Google. This means that you should use as many of these keywords as possible in the description
of your YouTube videos. Before that description, include a link back to your website.
This way people searching from your city for advice related to your video will come across you
as Google identifies a users IP address and location and gives them results largely based on

Heres an example of a video by Dan Trink demonstrating a biceps curl where I implemented this
system. Note the keyword stacking in the description.

Martin Rittenberry, a trainer from Minnesota who I worked with in the past created a beautiful 2014


exercise library in an afternoon.

Heres a link to his YouTube channel -
flow=grid&view=0 2014


Writing individual programs is a time-consuming process. You might still choose to do it, but I
want to present an option for those of you who want a different solution. Most clients can be
bunched into categories. The workouts for all clients within a single category will be similar and
doesnt need to be written from scratch each time.
First, decide on 1 to 3 groups of clients you want to take on. For example, 25 to 30-year old
males who want to look good naked or over-stressed 25-40 year old working women. Whatever
the case, take some time and build a killer workout for this client category. Film all videos for the
exercises and write all descriptions in your software.
All your marketing materials should be aimed at this client group. Only take on clients that fit the
mold. Depending on the assessment or questionnaire you have a new client fill out, you might
want to individualize the program. No problem.
Another benefit of using software is that you can easily set up a template and switch in and out a
single exercise as a replacement without having to rebuild the entire thing. You can create
individual programs in minutes once you set up your templates.
To illustrate my point:
Lets say a client mentions in their assessment that they have shoulder pain while bench pressing.
Based on how they describe it, you assume its probably some sort of common impingement.
Instead of including a bench press as the second exercise in your program for 4 sets of 6 to 10
reps at a 4010 tempo, you decide to replace the exercise with an incline dumbbell neutral grip
press because its safer for the shoulder. The sets, reps, and tempo stay the same and this change
takes all of 30s to make. 2014


How to Find Your Clients

The first thing I want you to notice is that this section is at the end of the book. The reason for
that is your systems should be developed before you start pounding the preverbal sidewalk
getting clients. Theres no point in attracting people to a website that isnt primed to convert
readers into leads and a half-completed consultation system.
This section is about getting clients in two ways. The first is through more conventional lead
generation systems through direct referrals and leveraging existing relationships. The second is
through tactics more entrenched in Internet marketing. You can choose to do all the following
systems or pick individual ones to implement.

Emailing Existing Contacts Properly

I suggest first making a list of every single person that youve ever met. This will take some
time, but get a piece of paper and write every name down that you can remember. Scan your
Facebook if you need to.
Next, delete the names of people who you dont want to contact. You should still easily have
50-100 people to contact. Keep in mind that while these people might not be leads, they also
know 50-100 people and so on, and so on, and so on.
I need to make something abundantly clear. The purpose of an email is to get a response. Never
pitch via email and never answer fitness related questions via email. Now that thats out of the
way, allow me to explain the process.
1. Email everybody on your list saying hi and end the email with a question about how they are.
The more specific the better. I.e. How is your son Jimmy doing in school? is better than, how
are you?
2. If the person doesnt respond, set a reminder to alert you in a month to send a similar email.
3. If they do respond they will either answer you, or ask you a question about you.
**As humans were primed to reciprocate unconsciously. If you ask somebody enough times
about them, they will ask about you. This entire system is meant to get them to ask you how
youre doing giving you permission to discuss your program. Continue asking them questions
until they stop responding or ask how youre doing.
4. Once they ask you how youre doing, nows the time to talk about your program. Dont pitch,
but tell them that youre great because you have started training online clients and its great
because (enter client-centric benefit like its more cost-effective for the client here). End this
email on a dead stop. Say thanks for asking and sign off. 2014


5. If your lead is interested, theyll ask you more about it. If they know somebody interested,
theyll talk about you. If theyre not interested, theyll either not respond or wish you well. Add
them to a reminder system to alert you to follow up in a month.
6. If they show any interest in your program or ask you a fitness question, send them a link to
your TimeTrade or share two times to chat and offer a free 30 minute call to discuss follow
the sales call discussed previously.
**See how this system builds upon itself. Hustle at the beginning and get 100s of people in your
reminder system. Every day your calendar will beep and you should be sending 3-5 hey, how
are you emails. Everybody knows somebody who wants training and this is how you stay at the
top of their mind without pitching.
** Your entire marketing for a $100,000+ online training business could, and should, be having a
reminder beep at you and sending out 3-5 emails to say hi every day. Its a maximum of 10
minutes, not bad eh?

If you only use one type of social media, Facebook should be it. With over 800 million active
users, Facebook is without a doubt the most widespread. Almost everybody that you meet will
have a Facebook account that they check. Its where we go when were bored, have to vent, or
want to show off.
I suggest you look at Facebook as the place that you use to stay at the top of your audiences
mind. Everybody in your Friend group is either a potential client or knows a potential client.
They might not be ready to buy training from you right away, but when they are, you want to be
seen as the expert so that youre the first person they call when they are ready. This will all be
done from your personal page. Unless you have much bigger aspirations than building a
clientele, its all thats needed.
In a study conducted in the 1970s called the Strength of Weak Ties, the researchers concluded
that success was directly and exponentially correlated to the amount of people that you have a
loose connection to. The reason is that in order to succeed, you need to get luckyand your
chances of getting lucky increases with the number of people you know (even if you dont know
them well). So, say person A writes a tip of the day status update with advice on reducing
chronic back pain to 100 friends and person B writes that same status update to 2,000 friends.
Who do you think has a better chance of somebody knowing somebody who has back pain who
is looking for a trainer? Obviously person B.
So step 1 is to gather as many friends on Facebook as possible. There are 3 approaches to
gathering more loose connections:

Friend everybody that you meet. 2014


Search Facebook for people based on your years of high school and college and add
people who you knew back then.
Search through the friends of your existing friends and add anybody who youve met.
Step 2 is to be consistent. Every day post a fitness tip of the day. These can be short and might
seem like basic information to you. Heres an example:
Fitness Tip of the Day
Squirt some freshly squeezed lemon into a cold glass of water first thing in the morning. Its a
great way to start the day off right by stimulating bile and removing toxins from your body. It
also helps with fat loss by breaking down adipose tissue.
If you, or anybody that you know, has any questions about health and fitness you can message me
At the end of every tip of the day, include a call to action for people to contact you. Once they
do, respond by offering a 15-minute phone call to discuss. Aim to help, not sell them, because if
you do, theyll ask you to train and at that point no objection, not even price, matters.
In addition to the tip of the day, share articles written by somebody else a few times a week.
When you do, be sure to add in your intelligent thoughts about the article in the description when
you share the article.
Understand that your goal of these Facebook shares 7-10 times/week is not to educate or
influence friends of yours. Its to continually remind them that you are the fitness expert in their
friend circle. Everybody knows somebody who needs or wants training. Be consistent with this
and reap the benefits.
Step 3 is optional, but also effective. Facebook is a great place to publicly celebrate clients
achievements. Did your client just have a great workout? Or smash her deadlifts? Or put on 10
pounds of muscle? Celebrate and tag them. With their permission, sharing pictures of them
training is powerful as well. It could be as simple as the following:
Just wanted to congratulate my client Dan Smith for crushing his deadlifts today. Two plates
went up smooth like butter, my friendlike butter.
Tag your client so that the comment shows up on his wall. His friends will see, comment, and
like it. Youll see some atta boys and wish I could do that and youll probably have a few
people asking your client for your contact info.
Facebook is the best place to find people interested in what you do best, collect them in one
place, build a value-based relationship with them, and sell them on your online coaching no
matter where they are in the World. 2014


Ethical Bribe Ebook

You may have seen these before. Create a short Ebook with a snazzy title and cover that solves
the biggest problem facing your intended audience. This can be purely written by you or you can
crowdsource the effortusing Google documentsby asking colleagues their top tips on the
subject. Do an edit yourself or hire somebody on oDesk to edit the short book, convert to .pdf,
and upload to your site integrated with an email marketing service.
I recommend Aweber for email marketing. Its easy to use and they provide excellent support.
The easiest way to implement this system is to upload the book to a hidden page on your site and
use it as the redirect page once a user enters their email on your Aweber form that you place on
your site.
You can then choose to use your existing website to collect email opt-ins or you can create a
Squeeze Page (a page that includes a quick sell for your Ebook and a form for the reader to
enter their email for a free gift).
I like using ethical bribes of Ebooks because its a set it and forget it system. Aweber does all the
heavy lifting for you. The most time-consuming part of converting any lead into a paying client
is communicating and proving your value. Giving them something free that will both help them
and show off your knowledge is a powerful way to convince the client youre good at what you

Kate Mckee Horney from North Carolina, who Ive coached in the past, created a free 3-day fat
loss meal plan as an ethical bribe.
Heres Kates site - 2014


Connect With Jon

Friends, I love friends! Please connect with me on any or all of the following social networks and
be sure to say hello. I spend a lot of time kicking around these places.
My personal Facebook page
My Twitter account
thePTDCs Facebook page

About Jon
These things are always written in the third person, I dont really know why but it just feels right.
So imma go with it
[Jon exits and a mysterious writer enters to finish the book in third person]
Two weeks after his 18th birthday, Jonathan Goodman became certified as a personal trainer.
Four years later, he built his first fitness blog and it was awful. The same can be said for his
second and third fitness blogs. Trying to avoid working 14-hour days training clients for the rest
of his life, Jon created a passive income stream by writing his first book called Ignite the Fire:
The Secrets to Building a Successful Personal Training Career.
Jon started his fourth blog in an effort to promote his book this one didnt suck. Instead of
haphazardly posting content, he strategically built a network to promote the site and the idea of
improving personal training from the inside out. The result was the formation of what has now 2014


become the worlds largest collaborative blog for personal trainers, the Personal Trainer
Development Center ( Hes obsessed with using psychology to build simple,
yet effective systems for solving common problems that trainers face.
Jon spends his summers in Toronto, Canada but takes off when the snow starts to fall having
spent the 2012-2013 winter in Maui, Hawaii and 2013-2014 winter on the island of Koh Phangan
in Thailand. He loves to work hard, travel, and has recently discovered that he thinks babies are
cute and maybe one day hed like to have a couple.
Jon answers all his own email and can be reached at 2014


As of Dec, 2009 the FTC requires that I disclose any hidden interests I might have whenever I
recommend a product or service. All the links in this book are of products or services that I either
use, have used, or developed personally and receive my full recommendation with our without
compensation. But, to protect my butt, assume that for every link in this book I receive money,
swag, sex, and a light saber. 2014