How Do Personal Trainers Get Their First Clients Without Feeling Salesy?

Why this question causes so much discomfort

One of the biggest worries new personal trainers have is how to get first personal training clients without feeling awkward, pushy, or salesy. Most people don’t get into fitness because they want to sell, they get into it because they want to help. The good news is that getting your first clients doesn’t require slick tactics or uncomfortable selling, it starts with trust, consistency, and showing up as a coach.

It’s selling.

They love training.
They enjoy helping people.
They care about doing a good job.

But the idea of “getting clients” brings up a whole different emotional response.

They worry about:

• sounding pushy

• bothering people

• coming across as fake

• turning into someone they don’t recognise

So instead of taking action, they hesitate.

They tell themselves they need to learn more first.
They wait until they feel more confident.
They avoid conversations where money or commitment might come up.

This is incredibly common, and it doesn’t mean you’re bad at business. It usually means you’ve misunderstood what getting clients actually involves.

Why most people associate selling with being salesy

When people hear the word selling, they often picture:

• pressure tactics

• scripts

• manipulation

• someone trying to “close” them

That image understandably makes people uncomfortable, especially those who value honesty and human connection.

But ethical personal training doesn’t work like that.

In reality, most good personal trainers don’t sell in the traditional sense at all. They guide, support, and help people make decisions that are already forming in their own minds.

The discomfort comes from trying to adopt a version of selling that doesn’t align with who you are.

Getting your first clients isn’t about convincing anyone

One of the biggest mindset shifts for new personal trainers is this.

You are not there to convince people they need personal training.

People already know they want help. They already feel stuck, frustrated, or unsure what to do next. They already have a problem.

Your role is to:

• listen

• understand what they’re struggling with

• explain how you might be able to help

• let them decide whether that support feels right

That’s not salesy. That’s responsible.

Why your first clients usually come from conversations, not marketing

Many new trainers assume they need:

• a perfect Instagram page

• a website

• ads

• funnels

• complex systems

In reality, most first clients come from simple conversations.

People you already know.
People who already trust you.
People who have seen you train, change, or show up consistently.

Early-stage personal training businesses grow through:

• word of mouth

• casual conversations

• recommendations

• being visible and approachable

This is good news, because it means you don’t need to become a marketer overnight.

What “not feeling salesy” actually looks like in practice

Getting clients without feeling salesy usually means doing the opposite of what people expect selling to be.

It looks like:

• asking questions rather than pitching

• being curious rather than persuasive

• focusing on the person, not the package

• being honest about who you can and can’t help

A simple, non-salesy approach might sound like:

• “What are you finding hardest at the moment?”

• “What have you already tried?”

• “Would it help if I explained how I usually work with people on that?”

There’s no pressure in that. Just clarity.

Why charging money feels uncomfortable at first

Even when trainers are happy to help, money often feels awkward.

This usually comes from one of three places:

• self-doubt about your value

• fear of being judged

• not wanting to put people in an uncomfortable position

What’s worth remembering is that charging isn’t about you.

It’s about creating a clear, professional relationship.

When someone pays for personal training, it:

• clarifies expectations

• increases commitment

• allows you to give proper time and energy

• turns help into a structured process

Charging isn’t taking something away. It’s creating a container that allows the coaching to work.

Why free advice can keep you stuck

Many new trainers fall into the trap of giving lots of free advice to avoid awkward conversations.

While this comes from a good place, it often leads to:

• blurred boundaries

• people not taking action

• you feeling undervalued

• resentment over time

Helping people properly means giving them consistent support, structure, and accountability. That’s hard to do without commitment.

Moving from casual advice to paid coaching isn’t selling out. It’s stepping into responsibility.

The role of confidence in early client conversations

Many trainers believe they need to feel confident before approaching clients.

In reality, confidence grows through:

• having conversations

• explaining what you do

• answering questions

• learning through experience

You don’t need to sound polished. You need to sound honest.

People respond far better to:

• “I’m still early in my journey, but I care about doing this properly”
  than

• overconfidence or pretending to have all the answers

Confidence comes from alignment, not performance.

Why the right environment makes this much easier

Trying to figure out business alone amplifies fear.

When you don’t have anyone to sense-check with, every decision feels heavier. Every conversation feels like a test.

Having support means:

• you can ask questions

• you can talk through awkward moments

• you can learn from other people’s mistakes

• you don’t have to guess

This is why some trainers stall after qualifying, not because they lack ability, but because they lack reassurance.

Reframing what getting clients really means

At its core, getting your first clients means:

• letting people know what you do

• being open to conversations

• offering help where it’s appropriate

• allowing others to choose whether they want support

It’s not about chasing.
It’s not about pressure.
It’s not about changing who you are.

The trainers who build sustainable careers are usually the ones who stay human, honest, and grounded from the start.

You don’t need to become someone else to get clients

If the idea of selling makes you uncomfortable, that’s not a flaw.

It usually means you value integrity, connection, and trust.

Those qualities don’t stop you getting clients. They’re the reason people choose you.

Your first clients won’t come because you had the perfect script. They’ll come because:

• you listened

• you cared

• you explained things clearly

• you made them feel safe

That’s not salesy. That’s good coaching.

Listen to the Podcast

Next Steps

If you’re feeling stuck around getting your first clients, the most helpful thing is often clarity and support rather than more pressure.

You can:

• explore the blog and podcast for honest guidance on building a fitness career

• reach out if you’d like help navigating your next step

• or start having small, low-pressure conversations that allow confidence to build naturally

You don’t need to force this.

You just need to approach it in a way that feels aligned with who you are and how you want to coach.

Search for:

Subscribe to our Fitness Articles

Expert tips and insights tailored to fitness enthusiasts aspiring to become professionals and coaches looking to grow their fitness business. From training advice to business strategies, our content is designed to inspire, educate, and help you succeed in the fitness industry.

Subscribe