Beyond the Post: A Fitness Coach’s Guide to Real Marketing

Marketing For Fitness Coaches Podcast with Kandace Dickson | CoachRx Podcast Network

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If you’re a professional coach trying to grow your business — but you’re tired of the “just post more” advice — this article is for you.

I work with fitness coaches every day who are incredible at their craft…
But when it comes to marketing? They feel stuck, confused, or like they’re constantly “selling out.”

They don’t want to go viral. They want to build a sustainable practice. They want their content to reflect the quality of their coaching — and to actually help people understand what they do and how they can help.

Here’s the good news: You can market yourself in a way that feels aligned, clear, and professional — without the burnout, the guesswork, or the pressure to perform.

Let’s break down how.

The Mindset Shift: Marketing Is Coaching

Most coaches treat marketing like a completely separate job. It’s not.

Marketing is simply coaching in public — before someone ever pays you.

It’s how you:

• Build trust

• Educate your future clients

• Help people take that first step

Once you stop thinking of marketing as a performance…

and start seeing it as a natural extension of your practice…

everything changes.Your future as a successful, in-demand coach starts now!

The 5-Part System for Sustainable, Aligned Marketing

This is the same framework I teach to professional coaches in the OPEX + CoachRx ecosystem. It’s designed to reflect your values and help you grow without feeling like a content machine.

1. The Content Flywheel

Create once. Repurpose with purpose.

Random posts? They’re just noise.

What you need is a flywheel — a content system that builds trust and drives leads.

How it works:

1. Create one strong piece of content per week (blog, video, post, or podcast)

2. Break it into 3–5 smaller pieces (email tips, captions, reels, stories)

3. Point each piece toward a high-value free offer (checklist, guide, video lesson)

4. Capture contact info in exchange for that offer

5. Follow up with helpful content that leads to a consultation

Every post has a job — it’s part of a system, not a shot in the dark.

2. The Two-Part Content Workflow

Part 1: Daily Capture — Document While You Coach

Stop trying to “create content” from scratch.
Start documenting what you’re already doing.

• Screenshots of client wins

• Screen recordings or Looms while programming

• B-roll of you coaching, training, or consulting

• Voice notes or ideas from your day

Organize it in a Google Drive folder system:

• B-roll

• Client Wins

• Weekly Thoughts

• Swipe File (content inspiration)

You’re already doing the work. This is just about capturing it.

Part 2: Strategic Batch Days — Create With Intention

Once or twice a week, turn your captured content into strategy:

• Review your saved content

• Create (or update) your lead magnet

• Build one core piece of content

• Break it down into shareable pieces

• Schedule ahead

• Tie everything back to your brand values

This is progressive overload for your marketing system. You’re not winging it — you’re training it.

3. Lead → Consult → Client → Downsell → Nurture

Every potential client deserves a thoughtful journey.

Here’s your flow:

• Lead Magnet – Offer real value (in exchange for contact info)

• Nurture Flow – Follow up with helpful content + invites

• Consult Call – Low pressure, high trust (free or paid)

• Primary Offer – Your core coaching program

• Downsell Option – Starter or short-term offer if not ready

• Long-Term Nurture – Stay top of mind with value

Track everything — even in a simple spreadsheet.
The “no” from last month might be your next “yes” — if you stay present.

4. Rethink Local

Remote doesn’t mean anonymous.

You might coach online, but your community still matters.
Your digital presence should reflect where you're rooted.

Ways to activate your local market:

• Use city-specific hashtags

• Build a Google Business profile

• Join local FB groups, newsletters, and communities

• Partner with local businesses

• Host online workshops for nearby audiences

Visibility in your local network builds real-world trust.

5. Referrals That Work (Without the Awkward Ask)

Referrals are powerful — but they need a system too.

Here’s how to turn clients into advocates:

• Ask for testimonials when clients hit a milestone

• Turn those into social proof — quotes, videos, stories

• Make it easy to refer you — with a simple link or prompt

• Offer a meaningful thank-you (bonus access, free session, etc.)

Your happiest clients are your best growth channel.

Help them spread the word.

Final Thoughts: Pick One System. Build It. Own It.

You don’t need to build everything today.
But you do need to own your growth.

Start with the system that aligns with your strengths —
Then build out from there.

• If you love to educate → Build great content

• If you’re all about connection → Focus on nurture + consults

• If you value professionalism → Show up consistently, with intention

Marketing isn’t a chore. It’s part of the mission.

And just like coaching — it gets easier, more effective, and more enjoyable the more you train it.

Next Steps

Have questions? DM me on Instagram @mrskandacedickson or @CoachRx.app or email us coachrx@opexfit.com

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