How to spot a FAKE fitness marketer (and save your money!)
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Fake fitness marketer

If you’re a fitness business owner, at some point you might have had someone from company XYZ  get in touch with you claiming they can help you get x number of leads, help you make 6 figures pretty much overnight and make your sales skyrocket.

They come in the form of LinkedIn connection requests; direct phone calls; and targeted Facebook ads.

“I made 6 figures and I can help you too!” say their claims!


“I went from being a struggling personal trainer/gym/studio to making 5 figures a month in 6 months”

Their claims are enticing. Very well crafted. Create a sense of urgency. And play on your utmost desires of being successful and making money doing what you love. It’s every fitness leader’s DREAM.

Unfortunately it can also be your demise. And by that we mean financially!

So how do you trust that these companies and people can REALLY deliver on their claims, and are not just out there to take your money?

Here are 5 red flags to watch out for, so you too can spot a fake fitness marketer.


#1 Are they making outrageous claims?

“Lose 30lbs in 30 days!”

“Take this supplement and the weight just melts off!”

As a fitness leader, you know these claims are full of BS. If It’s too good to be true, then it probably is too good to be true! As a fitness leader, you know can never promise or guarantee someone their results.

In marketing, the equivalent is promising you x dollars in revenue, or a certain number of leads/conversions.

Marketing is the samenas fitness . No one can ever guarantee your revenue, or how many clients will choose to work with you. So, the same story goes: if it’s too good to be true, it probably is.

But they will take your money regardless.


#2 Are they, or have they been, in the fitness industry?

How can they claim to be able to help you if they’ve never trained clients or operated a gym or studio? Yes, there are many parallels and commonalities between industries when it comes to marketing, but there are also unique challenges. Unless you’ve scraped your knees, it’s hard to understand what that feels like.

Claiming that they’ve worked with other fitness businesses is just that – a claim. Claims need to be backed of with proof. If they are NOT in the fitness industry but they really seem like they know what they’re doing, at least check to see of they’ve worked with clients similar to you: same size of business, similar price point of services/products, similar market niche.

Your business is your livelihood: you don’t want to be treated like “just another client”


#3 Are they playing on your insecurities or lack of knowledge?

Sometimes they will say things like “Other gym/studios/trainers are already doing this.” then proceed to quote you some stat that’s meant to raise your blood pressure and make you feel like if you’re not doing “this”, you’re missing out.

Other times, they will purposely use terms you’ve never heard of, or aren’t too familiar with, to try and scare you into working with them.

If someone is playing on your insecurities and lack of knowledge to take your money, run!

A professional who is confident in their abilities and their services will never use scare tactics.


#4 Are they local?

Be weary of people pitching their services to from the UK. Or Australia. Or some other place that’s NOT Canada.

Did the UK, Australia, or wherever they’re from, run out of gyms? Or what’s the deal? If they are a one man or one woman-show, these people really are not that big to warrant international expansion.

But then again, it’s much easier for them to disappear with your money if they are not local, so perhaps the international appeal does make sense.


#5 Are they being transparent?

Make sure you fully understand what services they will be offering and what the cost will be, before you sign anything! Read the annoying fine print.

Before you even get there, is there a website you can visit to learn more about them? Is the website professional looking? (They are a marketer so it should be stellar.)

Is there a phone number you can call to get more info? Can you talk to a real person? What’s their name? Look them up on LinkedIn – do they have a stellar profile that inspires confidence when you read it?

Don’t ignore any red flags!


In summary

Fake fitness marketers are out there, and they are out there to take your money in exchange for nothing.

Be weary of the red flags we’ve raised in this article. Do your due diligence. Ask a lot of questions and be suspicious. A marketer who owns their craft and who is confident in what they do will have no problem with it.

And most importantly, trust your gut – if they seem fishy, it’s best to walk away. There are plenty of other marketers in the sea.


Wanna take control of your own marketing?

And learn from like, you know, a legit agency? Take a look at our upcoming fitness marketing workshops. We’ve partnered with Infofit Educators to run the next series:

Brand Yourself! Three steps to creating your unique fitness brand

Market Yourself! How to figure out which marketing tactics SUCK and which are actually worth your time

Sell Yourself! How to NOT be a pushy salesperson and still get fitness clients


1 Comment
  • Irena:

    It is not just the fitness Industry, but ALL industries. I have lost count of how many so-called business gurus contact me regarding increasing my closure rate and sales by 200% or more in a few months without any data to prove it. I had two just today. BTW not possible.

    It is interesting that I have been doing what I have been doing longer than they have been alive, but they are the experts. Many have not sold a single thing and would be lost in front of a challenging prospect. However, we know the difficult prospect NEVER happens. Yes, tongue firmly pressed against the cheek.

    Because you attended a seminar and read a couple of books does not make you an expert. Sorry to burst your bubble, but it takes work. I know that the last word will scare a lot of people off.

    It is exactly as you said, and I have used the same line many times: “If it sounds too good to be true, then it’s not.”

    Great tips by the way.

    April 2, 2019 Reply

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