The 5 Biggest Marketing Mistakes Fitness Coaches Make (And How to Fix Them)
Marketing For Fitness Coaches Podcast with Kandace Dickson | CoachRx Podcast Network
If you’re posting every day and still not booking consults, you don’t have a volume problem, you have a strategy-and-system problem.
Marketing is like coaching: you can’t program for a client you don’t understand. Right now, a lot of great coaches are putting in reps that aren’t taking them anywhere.
This recap breaks down the five biggest marketing mistakes I see and exactly how to fix each one. You’ll get a quick action you can ship this week and a free fix-it checklist to keep you accountable.
Let’s build.
Mistake 1: Posting Like an Influencer (With No Backend to Convert)
Influencers get paid for views. You get paid when the right people become clients.
Views without a system = energy leak. The job of your content isn’t only to get attention, it’s to start a path.
Fix it: Build a simple conversion path behind every post.
Weekly anchor (podcast/YouTube, 8–20 min) that teaches one thing
Clips and daily posts that point back to the anchor
One strong lead magnet that “feels like coaching”
Email/DM follow-ups that guide to consult
A consult that feels like coaching and clearly presents your offer
Ship this week: Add a single, clear line under your next post:
“Want help with this? Grab my free [lead magnet], then reply to the welcome email with your #1 question.”
Mistake 2: You’re Visible But Your Strategy’s Invisible
Tips, workouts, random inspiration… none of that is a strategy. If your content doesn’t map to your offer and client journey, it’s just noise.
Fix it: Decide what you sell and design content that leads to it.
Clarify your primary offer (who it’s for, what it solves, what’s included)
Name the top 8–12 questions/objections your best clients have
Make those your next 8–12 weekly anchors and clip them for social
Repeat your message often enough for the algorithm (and humans) to recognize you
Ship this week: Write this sentence and put it at the top of your notes app:
“I help [who] solve [specific problem] with [method], so they can [outcome they care about].”
If your next post doesn’t reinforce that sentence, rewrite it.
Mistake 3: All Snacks, No Meals
Short-form is the hardest format: it must stop a cold scroll, be visually engaging, land a point in 30–60 seconds, and do it for someone who doesn’t know you yet. It’s great for discovery not trust.
Fix it: Create one weekly content anchor people can binge.
8–20 minutes on one question, one problem, one promise
Clear hook (why care), 3–5 points (what to do), one next step (how to start)
Clip 3–5 shorts from it for social
Done well, your anchors become a Q&A library prospects binge before they ever DM you. That’s trust.
Ship this week: Record a 10-minute video titled, “If you’re struggling with [problem], start here.” Give one next step and invite them to your lead magnet.
Mistake 4: Ignoring the Local Layer
People are inherently local geographically and relationally. Your 3-mile hero presence (and “digital-local” communities) are trust zones coaches overlook while they chase strangers online.
Fix it: Activate proximity.
Update/claim your Google Business Profile and ask 3 happy clients for a review
Share one local client win each week (with permission)
Partner shout-outs: tag a physio, RD, or gym you trust; create a joint tip post or live
Use location tags and language your local audience recognizes
Ship this week: DM one complementary pro:
“Hey! I serve [audience] who often need [their expertise]. Want to record a 10-min tip video for our communities? I’ll outline it.”
Mistake 5: Mistaking Volume for Strategy
More posts won’t fix a weak system. Strategy beats volume every time.
Fix it: Trade hustle for rhythm and KPIs.
Protect a Batch Day (60–90 min) to outline/record your anchor
Distribution Day (30–45 min) to post, repurpose, and respond
Follow-Up Block (20–30 min) to check leads, reply to DMs, invite consults
Track simple KPIs: leads/week, consults booked, anchor watch-time, email replies
Ship this week: Put two recurring blocks on your calendar: “Anchor + Clips” and “Distribution + Follow-Up.” Treat them like client sessions.
Bonus Mistake: Not Treating Marketing Like a Practice
Marketing isn’t a chore; it’s part of coaching. Just like training blocks, you need structure, progression, and recovery.
Fix it: Make it repeatable.
Use a one-page plan you can actually follow
Keep a living idea bank (client questions = content)
Review monthly: what moved leads, consults, and watch-time?
Ship this week: Start a running “Client Questions” note. Every time a client asks something, drop it in. That’s your next month of anchors.
Quick Recap (and your next step)
The 5 mistakes:
Posting without a system to convert
Strategy invisible behind the content
No trust-building long-form
Skipping the local layer
Chasing volume instead of running a strategy
The fix: Build a simple path… Anchor → Clips → Lead Magnet → Email/DM → Consult and run it every week.
I bundled all five fixes + the weekly workflow into a one-pager you can print and use. It pairs perfectly with the One-Page Marketing Plan so your system runs while you coach.
Link’s in the show notes.
Have a question or a win? DM me @mrskandacedickson or @marketingforfitnesscoaches and tell me which mistake you’re fixing this week.
Marketing is a practice.
Keep it simple. Keep it strategic.
Let’s build.
Next Steps
👉 Download your free one page marketing plan!
👉 Subscribe to the show so you don’t miss an episode!
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And don’t forget, Marketing for Fitness Coaches is part of the CoachRx Podcast Network, a collection of shows designed to elevate the coaching conversation. Discover more shows in the CoachRx Podcast Network here.
👉 Have questions? If you have a question or want feedback on your lead magnet idea, DM me on Instagram @marketingforfitnesscoaches or @coachrx.app
👉 Stay ahead of the curve and provide the best for your clients with CoachRx.
