Sales Strategies for Fitness Coaches

In the second part of this interview with Cameron Cox, we explore proven sales strategies for fitness coaches drawn from his real-world experience. Whether you’re launching your coaching business or refining your sales process, Cameron’s insights offer valuable lessons on overcoming obstacles, understanding clients, and building a successful, sustainable sales framework.

From Cold Calling to Client Conversations

Cameron’s journey began with cold calling at Gold’s Gym—a challenging yet essential experience that taught him the importance of persistence. He was thrown into the deep end with a list of thousands of gym members, tasked with reaching out to those who had not used their free training sessions. He quickly learned that cold calling was a numbers game: after hours of leaving voicemails and enduring hang-ups, the key was simply getting a few people on the line who wanted to connect. His first roster of clients was built through this hands-on process, which also served as an important lesson in dealing with rejection and using scripts effectively.

Interestingly, Cameron found that his location—a small island with limited training options—meant that anyone interested in personal training was automatically directed to him, which gave him a significant advantage. He learned that cold calling was not just about getting leads. It was about building relationships. This foundational experience continues to shape his approach to client acquisition today.

While cold calling still remains a part of his toolkit, Cameron now focuses more on leveraging Instagram to generate warmer leads. Instead of reaching out to cold, unengaged contacts, he has built a strategy around connecting with followers—people who have already shown interest in his content. By sending direct messages to local followers, Cameron fosters genuine conversations, learns about their pain points, and then offers relevant solutions. The goal is to make these cold leads “warm” and engage with potential clients in a more natural and less intrusive way.

Effective Advertising: Learning from Mistakes

Cameron’s early attempts at advertising were not smooth sailing. He recalls testing free ad copy that underperformed—though it still produced some results. Recognizing the need for a more structured approach, he hired a business coach to help refine both his messaging and marketing techniques. The impact was transformative.

Through this process, Cameron uncovered one of the most valuable sales strategies for fitness coaches: targeted advertising with a clear, compelling offer. He learned that success in advertising isn’t just about putting money behind a post—it’s about fine-tuning the message, speaking directly to your ideal client, and crafting offers that solve real problems. Once he aligned his advertising with these principles, his results improved dramatically.

Building the Ideal Client Profile

A key lesson from Cameron’s journey is the importance of identifying a specific target audience. Initially, Cameron struggled with defining his ideal client. After all, as a trainer, he could help a wide range of people—from bodybuilders to seniors. But through his work with his business coach, he discovered a valuable insight: he was likely his ideal client.

As a business owner with a busy schedule, Cameron understands firsthand the challenges of maintaining a healthy lifestyle while balancing professional and personal responsibilities. This realization helped him narrow his focus to business owners—people with hectic schedules who need efficient, effective fitness solutions.

By identifying the pain points of business owners—namely, a lack of time, a desire for quick results, and a need for practical solutions—Cameron tailored his marketing and services to address these specific needs. His content and ads now offer solutions to these problems, making his gym the go-to place for business owners seeking to get in shape without committing to lengthy, unrealistic workout regimens.

The Two-Call Close Framework

To convert leads into clients, Cameron has developed a two-call close method. The first call is a connection call, not a sales call. It is an opportunity to listen, learn about the client’s struggles, and establish rapport. This low-pressure approach allows potential clients to open up about their needs and helps Cameron assess whether they are a good fit for his services.

If there is potential for a partnership, Cameron invites the lead for a second meeting, where he presents his coaching process in more detail. The goal of this second call is to build trust, present a clear solution to the client’s problem, and determine whether they are ready to move forward.

A critical part of this sales process is qualification. By having an initial connection call, Cameron ensures that he is not wasting time with clients who are unlikely to convert. He uses these calls to screen out individuals who may not be committed to the process or whose needs do not align with the services he offers.

The Importance of Cash Upfront

One of the most important lessons Cameron has learned in his business is the power of selling packages with a higher upfront payment. Many coaches fall into the trap of selling on a month-to-month basis, which can result in inconsistent cash flow and a lack of commitment from clients. Cameron’s business model offers packages that span three, six, or even twelve months. This upfront commitment not only secures immediate cash flow but also ensures that clients are invested in the process.

By having clients pay upfront, Cameron can reinvest that money into advertising and continue acquiring new leads. More importantly, it increases the likelihood that clients will show up for their sessions because they have already paid for the service. This approach is particularly effective for clients with long-term goals, like business owners who need sustained support to achieve their fitness goals.

Handling Objections with Confidence

No sales process is without objections, and Cameron has developed strategies for overcoming common hurdles. Whether it concerns the price, doubts about whether the program will work, or a lack of time, Cameron knows how to address objections in a calm and empathetic manner.

For example, when clients express hesitation about the investment, Cameron reassures them by offering guarantees and emphasizing the long-term value of the program. If clients are unsure whether the program will work for them, Cameron revisits the coaching process and gets them to visualize how the program will specifically address their unique challenges.

Cameron emphasizes the importance of maintaining emotional detachment during the sales process. It is crucial not to get overly attached to any one deal or client. If a potential client is not a good fit, it is okay to move on. This mindset helps avoid the anxiety and pushiness that often come with sales.

By focusing on the client’s needs and providing clear solutions, Cameron demonstrates the effectiveness of a calm, confident, and structured sales approach. The key to success is understanding the problem, offering a tailored solution, and maintaining a mindset of abundance, not scarcity.

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.