How to Start and Grow an Online Personal Training Business: Insights from Chris Lynton of Tribe Fit

Starting and growing an online personal training business can be an exciting, profitable venture, but it requires strategy, dedication, and a solid understanding of the digital landscape.

In a recent episode of the Profit Made Simple podcast, Chris Lynton from Tribe Fit shared his journey in the online fitness space and offered valuable insights into building a successful online personal training business.

Chris, an industry veteran with years of experience in both fitness and online marketing, has worked with personal trainers around the globe to help them scale their businesses.

His expertise provides invaluable guidance for anyone looking to grow or start their own online training business.

Let’s dive into some of the key takeaways from the conversation.

Chris’s path into the online fitness world began like many others—through trial and error. In the podcast, Chris talks about how he started out in traditional fitness roles, working one-on-one with clients, selling supplements, and even doing gym sales. However, the turning point for Chris came when he realised that trading time for money wasn’t sustainable.

“I didn’t particularly love working with clients one-on-one. The whole time-for-money model didn’t seem like the best fit, especially with clients cancelling sessions,” Chris explains.

Chris made the leap into gym sales but soon grew tired of selling services that weren’t unique or appealing to him. His dissatisfaction led him to seek out other avenues in the fitness industry. Eventually, he discovered online personal training—a model that allowed him to scale his business, work remotely, and leverage his skills in new ways.

Chris saw the potential of online training long before it became mainstream. At a time when online coaching was still a foreign concept to most, he partnered with fitness influencers like Emily Skye and built successful online fitness programs. His work helped scale those brands from modest monthly revenues to hundreds of thousands of dollars.

“At the time, there weren’t any apps, just basic PDFs being sold online,” Chris recalls. “But we were able to grow those businesses from $30,000 a month to $350,000 a month by leveraging online sales strategies.”

This early success led Chris to help more trainers replicate his strategies. He eventually launched Tribe Fit, which provides personal trainers with the blueprint to scale their businesses online without needing to reinvent the wheel.

Chris emphasises that online personal training has multiple advantages over traditional, in-person training models:

• Global Reach: Trainers are no longer limited to local clients; they can serve people from all over the world.
• Scalability: By using digital tools and programs, trainers can take on more clients without the time limitations of one-on-one sessions.
• Freedom: Online trainers can work from anywhere, providing flexibility and a better work-life balance.

For trainers who feel confined by the limitations of in-person training, the online model offers a powerful alternative.

Though the benefits of online training are clear, Chris is quick to point out that the transition to an online business comes with its own challenges, particularly in marketing and sales.

“The biggest issue most trainers face is that they’re great at training, but they don’t know how to sell or market themselves,” Chris explains.

He emphasises that the majority of personal trainers focus too much on improving their technical skills—getting more certifications, learning about the latest fitness trends—but neglect the crucial skill of marketing. Without strong marketing, even the best trainers struggle to find clients online.

As more trainers transition online, competition has increased. However, Chris is adamant that most trainers don’t truly understand how to market themselves effectively.

“Just because you change your Instagram bio to ‘Online Trainer’ doesn’t mean you’re going to succeed,” Chris says.

To stand out in the increasingly competitive online fitness space, Chris recommends:

• Niche Down: Focus on a specific niche, whether it’s weight loss, strength training, or something more specialised like pre-natal fitness. A well-defined niche helps you attract the right clients.
• Offer Real Value: Instead of just posting workout selfies or food photos on social media, provide value. Share useful tips, success stories, and educational content that positions you as an expert in your niche.
• Professional Branding: Your digital presence is everything. A polished website, engaging social media profiles, and professional content can make you stand out from the crowd.

Marketing is essential for growing an online personal training business, but many trainers shy away from it because it feels daunting. Chris explains that mastering sales and marketing is the difference between a trainer making $500 a month and one making $10,000 a month.

“If you want to be successful online, you have to focus on marketing. The trainers making six figures aren’t just better trainers; they’re better at marketing and sales.”

Chris suggests focusing on the following key areas:

• Paid Advertising: Organic reach on platforms like Facebook and Instagram has declined significantly. Trainers who want to grow their businesses must invest in paid ads. Chris stresses that boosting posts isn’t enough—you need a well-thought-out ad strategy targeting the right audience.
• Sales Funnels: Build a process that takes potential clients from first contact to signing up. Offer something free to get them into your email list, nurture the relationship with valuable content, and then convert them with a well-timed offer.
• Pricing Your Services: Have a range of services at different price points. Offer entry-level options like pre-recorded workouts, mid-tier plans with personalised coaching, and high-end packages with one-on-one sessions.

One of the most pivotal moments in Chris’s career was meeting a mentor who helped him shift his focus from academic knowledge to business skills.

“I thought I needed more degrees to be successful, but what I really needed was to learn sales and marketing.”

Chris encourages trainers to seek out mentorship from those who have already succeeded in the online space. A mentor can offer guidance, support, and insider tips that would take years to learn through trial and error.

The online fitness industry continues to evolve, with new trends emerging each year. Chris points out that the demand for online trainers skyrocketed during the COVID-19 pandemic and has remained strong since.

Looking forward, Chris believes that technology will play an even bigger role in how trainers interact with clients. From custom apps to advanced data tracking, trainers who embrace new technologies will have an edge over their competitors.

“The industry is only getting bigger, but you have to stay ahead of the curve. Learning how to adapt to new platforms and tools is critical for long-term success.”

Chris Lynton’s story highlights the importance of adaptability, marketing expertise, and a clear vision when building an online personal training business. For trainers who are willing to put in the work, the rewards can be life changing.

His advice to trainers is simple but powerful: focus on the things that matter—sales, marketing, and delivering real value to clients. By mastering these elements, you can build a thriving online fitness business that not only generates revenue but also allows you the freedom to work from anywhere.