Elevator pitch examples for personal trainers
An elevator pitch fails when it describes the business instead of giving the listener a reason to ask a second question. These end somewhere the other person can pick up.
Ten of them follow, written for personal trainers rather than filled in from a template. Your customer is someone who has restarted three times and wants it to stick, and what they are weighing up before they get in touch is being shouted at, being the least fit person in the room, and being sold supplements.
The one-liner
I am a personal trainer in [your town] — I work with people on one-to-one training and strength programmes for someone who has restarted three times and wants it to stick.
Use this when you have one sentence and no idea who you are talking to.
Problem first
The thing people worry about with personal trainers is being shouted at, being the least fit person in the room, and being sold supplements. That is the part I deal with. I am a personal trainer, and the first session is an assessment, not a beasting.
Use this where the problem is instantly recognisable and the service is not.
Names who it is for
I work for someone who has restarted three times and wants it to stick. Mostly one-to-one training and strength programmes. If that is not you, you probably know someone.
Use this at an event where most people are not your customer, to find the ones who are.
Credential first
I am a certified personal trainer. Nationally certified, insured, and current on CPR — with continuing education that is more than a weekend badge. I mostly do one-to-one training and strength programmes.
Use this in a room where qualification is the thing that buys attention.
The contrast
Most personal trainers [what the default does]. I am the one that builds something you can carry on alone. That is more or less the whole difference.
Use this when your market has a clear default and you are not it.
With a number in it
I am a personal trainer — [number] years, [number] sessions, and I train people who started exactly where you are.
Use this when you have a real number. Do not invent one.
The origin
I started because being shouted at, being the least fit person in the room, and being sold supplements was normal in this trade and it did not need to be. So that is the business: a personal trainer where the first session is an assessment, not a beasting.
Use this when the reason you started is short and true.
Ten seconds
Personal trainer. One-to-one training, mostly. [your town].
Use this when someone asks what you do and is already half-turned away.
Ends with the ask
I am a personal trainer doing one-to-one training and strength programmes. If you ever hear someone say [the thing your customers say], that is me.
Use this when the point of the conversation is a referral, not a sale.
The warm version
[their question] — I am a personal trainer. The part people usually ask about is building something they can carry on alone.
Use this where the pitch would land badly and a conversation would not.
Writing for personal trainers: what actually matters
What should a personal trainer’s website say that a generic one does not?
Three things, in this order. That you are certified and insured. That you understand the thing people are actually worried about, which for personal trainers is being shouted at, being the least fit person in the room, and being sold supplements. And what happens next: a first session that is an assessment, not a beasting. Everything else on the page is decoration by comparison.
What does someone who has restarted three times and wants it to stick check first?
The credential, then the proof. For personal trainers it sounds like this. I train people who started exactly where you are. I build programmes you can keep doing without me. I do not sell supplements. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on a personal trainer’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "I start with a first session that is an assessment, not a beasting" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining being shouted at, being the least fit person in the room, and being sold supplements — there, specifics earn their length.
Everything else for personal trainers
Elevator pitch for other trades
- Plumber
- Electrician
- HVAC Technician
- Roofer
- Carpenter
- Painter
- Landscaper
- Handyman
- Therapist
- Chiropractor
- Massage Therapist
- Dentist