Client Acquisition Strategies with Jeremy Bradford

Jeremy Bradford offers his insights into marketing, pricing, connecting with ideal clients, and more. Drawing from his experience growing a hybrid strength training and physical therapy business, Jeremy’s approach centers not on flashy marketing tactics but on trust, consistency, and strategic systems.

Word-of-Mouth as a Foundation for Client Acquisition

For Jeremy, the most effective and reliable method of client acquisition has always been word-of-mouth. His client base, which skews older and includes many retirees, places a premium on health and values personal recommendations over discounts or promotional campaigns.

Attempts to incentivize referrals with financial rewards were met with limited success. Instead, he found that delivering consistently high-quality care and service naturally encourages clients to spread the word—especially when they feel connected to their coach.

The Pitfalls of Mismatched Marketing

Jeremy explored various marketing strategies early on, including hiring a social media manager, launching a blog, and running Instagram ads. Despite investing thousands of dollars, these efforts produced little return.

His takeaway was clear: Know your audience before you market. His clientele was not engaged on social platforms, so digital marketing missed the mark. Recognizing this mismatch allowed him to redirect his focus toward efforts that better aligned with his demographic’s preferences.

Visibility and Location

Cairn Strength originally operated out of a low-visibility, detached garage behind a main street building. One of the first major growth decisions Jeremy made was to move into the more visible front building and install exterior signage.

This seemingly simple shift had a significant impact on foot traffic and brand awareness. He later acquired a neighboring fitness business and absorbed its 60–70 clients, further expanding his gym’s footprint.

Managing Growth at a Comfortable Pace

Unlike businesses chasing exponential growth, Cairn Strength is scaling intentionally. Currently gaining one to two new clients per month, Bradford is focused on maintaining service quality and internal systems. Key initiatives include:

• Finalizing new software and backend systems
• Increasing retention through deeper client engagement
• Launching a podcast to build relationships and reinforce brand identity

The podcast, geared more toward current clients than external leads, serves as a personal connection tool—an opportunity for clients to learn more about the team, services, and facility philosophy.

Integrating Services: PT to Strength Training

A standout aspect of Jeremy’s model is how he transitions physical therapy clients into ongoing strength training. Rather than treating PT and strength training as two separate services, he gradually blends elements of strength work—like barbell lifts—into rehab sessions.

Clients are essentially test-driving strength training during PT sessions. By the time they are ready for discharge, they are already familiar with the training process. This model eliminates the sharp divide between therapy and fitness, creating a seamless continuum of care and improving long-term client retention.

Systems, Boundaries, and Pricing

If given the chance to start over, Jeremy says he would have adopted a flat-rate subscription model from day one. This approach simplifies billing, encourages consistency, and improves predictability for both the business and the client.

He also emphasizes the importance of scheduling discipline. Early in his business, he often rearranged his day to accommodate client requests. Over time, he learned the value of setting and protecting working hours. Doing so not only improved his workflow but also increased respect from clients. “People will take advantage of your flexibility—often unintentionally—if you don’t set boundaries,” he says.

Expanding the Client Footprint

While external marketing is a lower priority at this stage, internal growth remains a focus. Jeremy is exploring ways to increase the “financial footprint” of each client by offering additional services such as:

• Cash-based physical therapy add-ons
• Dry needling
• Fall risk assessments and mobility evaluations

By increasing value to existing clients, Cairn Strength continues to grow sustainably without sacrificing service quality. Its path illustrates that successful growth does not always come from aggressive advertising or digital saturation.

By focusing on relationships, refining internal systems, and staying true to his values, Jeremy has built a business model that prioritizes sustainability and service. His story offers valuable lessons for any entrepreneur in the fitness or physical therapy space—particularly those looking to blend care with strength and create meaningful, long-term client relationships.

This material was recently covered in the Business of Coaching Workshop, a series designed to help coaches grow their businesses by mastering key principles like trust, pricing, and delivering value. Each session dives into actionable strategies to build better client relationships and drive success. Want to take your coaching practice to the next level? Join us for the next workshop—it’s free.