According to the most current data from Glassdoor, the average annual income of a certified personal trainer is $70,000.

How much are you making?

Whether you’re new to the fitness industry or have been here for a while, you may find yourself in the same conundrum: working mornings and evenings with large chunks of down time in between. Instead of using this time swiping right or swiping left, start using it to build your business and clientele—and make more money in the process.

“Most trainers only get paid for time spent with a client, so capitalizing on downtime in between sessions is key to a successful career,” says Dani Singer, CEO and director of Fit2Go Personal Training in Baltimore, Md.

For Jessica Cifelli, certified personal trainer and Senior Master Instructor at Cyclebar in Wyckoff, N.J., capitalizing on personal training downtime means teaching group fitness classes. “In many cases, as new personal trainers, it can be difficult to find, create or foster contacts,” Cifelli explains. “Working within a company like Cyclebar [has allowed me] endless access to new people on a daily basis. Whether or not riders are looking to personal train right away isn’t always the point. When and if they decide they’d like to invest in personal training, the relationship I’ve built with them in my classes generally [makes them feel comfortable] coming to me with questions and training inquiries.”

Cifelli emphasizes that there is strength in numbers by networking through group fitness. “The more classes you teach, the more access exists to make more connections. If you are teaching three classes a week with 50 riders in each class, you have the potential to communicate with 150 people each week.”

Of course, downtime can also be used to get those continuing education credits (CECs) you need for maintaining your certification—or work on earning a specialty certification. “Pursuing continuing education in your free time will keep you relevant, develop you as an expert and set you apart from your competitors,” explains Christopher Gagliardi, ACE Scientific Education Content Manager. “Position yourself as a trusted resource to your clients. Clients who are happy with the services you provide are more likely to refer potential clients to you, and referrals are one of the most effective ways to build your business and earn more money.”

Leveraging AI and Technology for Business Growth

As technology continues to evolve, so do the tools available to health and exercise professionals. Rather than seeing downtime as empty space between sessions, use it as an opportunity to streamline and grow your business with AI and automation. AI-powered fitness and nutrition tracking apps, such as MyFitnessPal or Trainerize, can help you provide more personalized coaching, track client progress in real-time, and offer instant feedback—all without requiring extra hours on your part. Additionally, AI-generated content tools, like ChatGPT or Canva’s Magic Write, can help you create engaging social media posts, write blog articles or draft client emails in a fraction of the time it would normally take.

Another valuable use of downtime is setting up automated systems to enhance the client experience. Chatbots that you've implemented on your website, for example, can handle client inquiries, schedule appointments and answer frequently asked questions even when you’re off the clock. Email marketing platforms such as Mailchimp or Kit (formerly ConvertKit) allow you to create automated email sequences that nurture leads and keep clients engaged. By embracing these digital tools, you can free up more of your time while still maintaining a high level of service and communication with your clients.

Expanding Online and Hybrid Coaching

The fitness industry has seen a dramatic shift toward online coaching, and it’s not just a passing trend—it’s an opportunity to create a more flexible and scalable business. If you haven’t already incorporated virtual coaching into your offerings, your downtime is the perfect time to explore this option. Instead of relying solely on in-person sessions, consider offering short virtual “office hours” where clients can check in for quick Q&A sessions, assessments or accountability coaching. These additional touchpoints help maintain client engagement between in-person workouts and add value without requiring extensive effort.

Another way to maximize your downtime is by developing and selling digital workout programs. Consider creating downloadable guides or video-based programs for specific goals, such as a “4-Week Strength for Beginners” program or a “Low-impact Mobility Series.” These types of digital products provide an additional revenue stream and allow clients to follow structured plans even when they’re not training with you directly. Hybrid models—where clients meet with you in person but also have access to digital workouts, nutrition guides or progress tracking via an app—are becoming increasingly popular. This approach not only enhances the client experience, but also increases your earning potential without requiring you to be physically present for every workout.

Strengthening Client Retention and Engagement

While bringing in new clients is important, keeping existing clients engaged is what ensures long-term success. Use downtime to foster stronger relationships by sending personalized follow-up emails, checking in with clients via text or even sharing progress reports that highlight their achievements. Small, thoughtful interactions—such as recognizing a client's milestone or sending a quick workout modification video—can enhance motivation and build long-term loyalty.

Another strategy is to create a members-only community, whether it’s a private Facebook group, a group chat, or a subscription-based coaching program. Clients who feel a sense of belonging and accountability are more likely to stay committed, making client retention just as valuable as acquiring new ones.

Shadow Experience

If you’re new to the fitness industry, you may find inexperience becomes an obstacle when potential clients are looking for someone with more experience. And if clients aren’t hiring you due to inexperience, it’s kind of difficult to get any. One accessible way to gain experience is to shadow a more seasoned trainer or ask one to be your mentor. This not only gives you some practical training, but you’ll also begin to connect with members in the gym, as well as other successful health and exercise professionals—both of which get your name out there.

Networking With Other Health Professionals

While building relationships with potential clients is essential, networking with other health professionals can be just as valuable for business growth. Instead of viewing your downtime as idle time, think of it as an opportunity to cultivate a strong referral network. Connecting with physical therapists, dietitians, chiropractors and mental health professionals can lead to mutually beneficial partnerships that help both your business and your clients. For example, if a physical therapist refers clients to you for post-rehab training, you can reciprocate by sending clients their way for injury prevention or recovery. This type of cross-referral system builds credibility and expands your client base organically.

One effective way to strengthen these relationships is by joining or creating a local mastermind group. A mastermind group is a small network of professionals who meet regularly—either in person or online—to exchange ideas, share industry insights and collaborate on business strategies. This can be particularly useful for staying informed about the latest trends in fitness, wellness and coaching. You might also consider offering guest workshops or webinars in partnership with other professionals. For instance, co-hosting an event with a registered dietitian nutritionist on “Strength Training and Nutrition for Longevity” could position you as a trusted authority while simultaneously exposing your business to a new audience. Leveraging LinkedIn to share industry insights, publish articles and engage with other professionals is another simple yet effective way to establish your expertise and connect with potential referral partners.

Monetizing Content Beyond Social Media

While social media is a great tool for brand awareness, it shouldn’t be the only place you’re creating content. Instead of posting purely for engagement, consider ways to turn your content into a revenue stream. A growing trend among health and exercise professionals is launching a paid newsletter using platforms like Substack, where subscribers receive exclusive workout plans, nutrition tips or behind-the-scenes coaching insights. This allows you to provide ongoing value while earning passive income.

Additionally, hosting premium workshops in a virtual setting can be a great way to monetize your expertise. Instead of offering free workouts on Instagram Live, why not charge a small fee for a more structured experience? A one-hour workshop on topics like “Mastering the Kettlebell Swing” or “Mobility Drills for Runners” can be promoted to your existing audience and serve as a low-cost entry point for new clients.

For those looking to take content monetization even further, repurposing blog posts into an eBook or an online course can be a smart way to generate additional income. If you frequently share tips on injury prevention, for example, compiling them into a comprehensive guide like “The Trainer’s Handbook for Preventing Common Injuries” could provide long-term value to both clients and fellow trainers. Creating a course on a platform like Teachable or Thinkific allows you to reach a broader audience while leveraging your expertise in a way that continues to pay off over time.

Prioritizing Self-care and Burnout Prevention

Between training sessions, marketing efforts and continued education, it’s easy for health and exercise professionals to neglect their own well-being. Instead of viewing downtime as a gap that needs to be filled with more work, consider using it to recharge physically and mentally. Implementing breathwork exercises, short mindfulness sessions or even a quick mobility routine can make a significant difference in reducing stress and maintaining energy levels throughout the day.

Incorporating scheduled recovery time also prevents burnout. Whether it’s setting aside an hour for a personal workout, stepping outside for fresh air or simply unplugging from screens for a mental reset, prioritizing self-care ensures that you stay at your best—for both your business and your clients.

Just starting out in this business can be rocky at first. Use those free hours to build your clientele and position yourself as a leader.

“If you're consistent with all of this,” encourages Christopher Finn, PT, CSCS, founder of Par4Success in Morrisville, N.C., “the end result will be that you no longer have all those empty hours. You will have established yourself as someone who can bring value to your customers. People will be contacting you to train instead of you having to pander on the floor of the fitness center for business—something we've all done at some point in our careers and something none of us want to go back to.”

Expand Your Knowledge

AI Bootcamp for Health and Fitness Coaches

If you are a tech-savvy coach eager to enhance service delivery and efficiency, this self-paced online course is for you. Gain a competitive edge by using AI as a coaching simulator, receiving personalized feedback on client interactions, and implementing improvements for future engagements. This virtual assistant not only aids in marketing and content creation but also elevates the overall coaching experience, enabling you to serve your clients more effectively and advance your career. With unique, highly practical features like simulated client interactions and feedback analysis, you’ll gain insights from both coaching and technical/marketing experts.

Building Career Success through Better Coaching

Differentiate yourself by offering coaching and guidance that can be applied beyond your scheduled sessions. Ultimately, your clients need more than a workout—they need a coach who can lead them on their entire fitness journey. This involves understanding what’s holding them back, what motivates them, why they choose unhealthy vs. healthy behaviors, and much more.

Led by Scott Schutte, a highly experienced ACE Certified Personal Trainer and gym owner, along with Janine Stichter, Ph.D, a behaviorist and educator, this course will equip you with strategies and tools to help your clients get the results they want, so you can stand out as a go-to coach, build a successful business and thrive in a fulfilling career.

Fitness Business Management

Fitness Business Management will give you the knowledge and tools to make the leap from fitness professional to fitness leader and business owner. This course is designed to help you master the competencies necessary for running a profitable fitness studio, full-service club or non-profit facility. It will also elevate your business acumen in operations, marketing and sales, financial management and leadership. With a comprehensive curriculum that covers everything from overseeing a team, to facility design, to client acquisition and retention, this course will prepare you to make a giant leap in your career—and a major difference in the lives of others.