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Selling fitness programs online is more than just gaining clients—it’s about starting a business that delivers an engaging experience, drives client loyalty and helps achieve real results. When you explore how to start a fitness business, you’ll learn that the real challenge isn’t just attracting customers, but building loyalty and turning them into advocates who promote your program.
With the right mix of knowledge, creativity and a personal touch, you can build a program that delivers real results while fostering a sense of community and commitment. By understanding your audience’s needs and consistently improving your offerings on your fitness website, you can create a program that truly connects with them. Here’s how to build, market and sell an online fitness program people don’t just follow—they love.
What’s an online fitness program?
An online fitness program is like having a personal gym in your pocket. It’s a digital fitness journey that users can take anywhere—at home, in a hotel room or at the park. These programs combine workouts, meal plans and progress trackers to help clients hit their health goals without the hassle of gym schedules or memberships.
What makes online fitness programs unique is their flexibility. Clients can work out on their own time, at their own pace with options for every fitness level—whether they’re just starting out or training for a marathon. Many programs go beyond workouts too, offering nutrition tips, mental wellness support and recovery methods to help users live a more balanced life.
The best part? They foster a sense of community and accountability. With a solid support system to keep clients motivated, they’ll stay on track. Whether aiming to get fitter, leaner or simply feel better, an online fitness program provides the tools to make it happen anywhere.
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How to sell an online fitness program
01. Define your niche and target audience
Think about who you want to serve—are you targeting beginners, experienced athletes, busy professionals or people with specific health concerns? Narrowing your focus not only helps design a program that truly connects with them but also shows you how to make money in fitness by addressing their unique needs. For example, a program for new moms will have different needs and language than one for seasoned fitness enthusiasts.
Understand your clients' struggles, motivations and goals. What drives them? Are they looking for more energy, weight loss or stress relief? The better you know their reasons, the easier it is to create a business plan tailored to their needs, to come up with fitness business ideas and develop content that connects.
02. Design a standout fitness program
Think about what makes your approach different—your expertise, style or a creative method that delivers results. Instead of offering generic workouts, bring in your personality, skills or a fresh twist. Maybe it’s focusing on HIIT for busy schedules or combining mindfulness and nutrition with fitness. When brainstorming your fitness business name or a name for your workout programs, think of something that highlights this unique combination and helps clients quickly understand your approach.
Make sure your program offers variety, clear progression and flexibility. People want results, so include a structure that helps track progress like weight loss, improved flexibility or strength gains. Design it to work for both beginners and advanced participants, giving everyone space to go at their own pace and tackle new challenges.
03. Choose the right platform for hosting your program
Choosing the right platform, whether it’s a website, mobile app or third-party fitness platform, can make a big difference. Look for something user-friendly that supports video streaming and offers features like PDF guides, workout tracking tools or live sessions. It should meet your current needs and adapt as your program grows.
Many fitness coaches find that building a website is the best way to create a professional experience for clients. To host your online fitness program, you’ll need to build a fitness website. Start by choosing the right website hosting provider to ensure your website runs smoothly and securely and pick a domain name that reflects your brand and is easy for clients to remember.
Many of Wix’s fitness website templates already come with an online programs app, along with features like easy scheduling tools, membership management and customizable designs to fit your brand. Think about payment gateways and subscription options. If you’re offering memberships or recurring payments, you’ll need a platform that can handle that.
User experience is crucial—clients should be able to access and navigate your content easily. To create the best fitness website, it’s super important to ensure it’s mobile-friendly, as many will access your program on the go.
04. Price your program to attract (and retain) clients
Find the balance between affordability and the value you’re providing. Consider what your audience can realistically pay and what they’re willing to invest to achieve their goals. Offer different pricing options like a basic plan and a premium version with extra support or coaching to reach more people while keeping the value clear.
Introductory pricing or discounts are great for bringing in your first clients and building momentum. Once people see the value of your program, they’re more likely to stick around and recommend it to others. Don’t forget to factor in ongoing costs like platform fees, marketing and customer support when setting your price. Adding promotions or bundles can also create urgency and encourage quicker sign-ups.
One-time purchases vs. subscriptions: finding the best pricing strategy
You can sell your online fitness programs as a one-time purchase or as part of a subscription or membership. You can offer both, as well as free trials to engage new clients.
“Subscription models tend to be the better call for coaches who want something sustainable that has higher levels of retention, while one-off programs can be nice for sales and specific launches,” says Jake Boly, MS, CSCS, founder of That Fit Friend. But one-off purchases are a great way to target new clients who want to start with less financial commitment. You can consider these programs one of your marketing strategies. “One-off purchases set clients up to make future purchases when they are able,” says Seyffert.
Of course, if you only offer one-off purchases, you’ll need a plan for how you’ll retain customers, Boly says. “Create a funnel or framework for what comes next,” he suggests. “For example, if you sell someone a powerlifting beginner program, create a funnel that suggests a follow-up program when they have one or two weeks left.”
No matter which plan you choose, do not (we repeat, do not) sell yourself short when it comes to pricing. “I made the mistake of pricing way too low and learned the hard way that it's better to have less volume with price points that make sense than to spread yourself too thin by creating many products that are priced way too low,” says Seyffert. “Don’t undersell how much work it takes.”
If you’re not sure where to start with pricing, Boly and Seyffert both recommend checking out how trainers or competitors price their offerings. “Make sure your prices are in line with the average prices of others in your field,” suggests Seyffert.
Some quick references for inspiration:
The SWEAT fitness app runs off a subscription model in which members pay $24.99 per month for access to a suite of training programs or $134.99 billed annually.
The Tone It Up app works similarly but also offers discounted pricing for those willing to pay for longer-duration memberships upfront. (Members pay $14.99 for month-to-month access, $12.66 per month if they pay per quarter and $8.33 per month if they pay for the full year at once.)
One-off workout programs and challenges may be more varied in pricing depending on their length or duration. Instagram sensation Katie Crewe offers a variety of different programs. Her 9-week The Building Blocks introductory strength-training program costs $79. Her “Maternity” prenatal strength-training program offers 35 weeks of workouts, plus bonus content (like recipes and breathing exercises) for $99.
05. Make your mark online
Social media is a great way for fitness pros to connect with potential customers across platforms. It lets you show off your personality, expertise and workouts in real time. Sharing updates, workout tips, success stories and live sessions helps you build trust and visibility. Engage with your audience by replying to comments, hosting Q&A sessions and sharing behind-the-scenes content.
Learn how to start a fitness blog to share valuable content like videos or free workout plans. This helps boost your search rankings and drive organic traffic to your site. The more people engage with your content, the more likely they’ll sign up for your program. Don’t forget email marketing tools—building an email list and sending regular personalized updates is an easy way to nurture leads and turn them into clients.
06. Create an irresistible sales funnel
A sales funnel is the path your potential clients take from discovering your program to signing up. To create an effective funnel, guide prospects through the buying process step by step and make it easy for them to say yes. Start by offering free content or a lead magnet like a workout plan or nutrition guide that grabs their attention and provides immediate value.
Once they join your email list or community, nurture them with helpful content. From there, move them toward a conversion like a free trial or limited-time discount. Keep the sign-up process simple and clearly demonstrate the value of your program at every stage. Adding testimonials and case studies along the way motivates prospects to take action.
07. Use testimonials and social proof
One of the best ways to sell an online fitness program is by using social proof. People are more likely to trust your program when they see others succeeding with it. Before-and-after photos and success stories highlight real results. Ask your clients to share their progress and feature their stories on your website and social media. Positive reviews and word-of-mouth recommendations can make a big impact.
Showcase any certifications, qualifications or media mentions you’ve earned. These help position you as a trusted expert and give your program credibility. As your program grows, think about partnering with influencers or fitness industry experts to help spread the word and endorse what you offer.
08. Offer freebies and lead magnets
Giving away free workout plans, nutrition guides or mini-courses is a smart way to attract people to your approach. These freebies give potential clients a glimpse of what your full program can offer. Make sure they’re high quality and designed to meet your audience’s needs so they stay engaged and interested in what you provide.
Lead magnets like downloadable workout calendars, meal prep tips or fitness checklists are great tools for capturing email addresses and building connections with potential clients. As people join your list, you can nurture them with personalized offers, success stories and exclusive content to guide them toward becoming paying clients.
09. Build a supportive community for retention
Create a private Facebook group, Slack channel or member space where clients can connect with you and each other. A space to share experiences, ask questions and celebrate milestones helps build camaraderie and accountability.
People are more likely to stick with a program when they feel part of a community and supported in their journey. Keep the community active with regular challenges, live Q&A sessions or virtual meet-ups to keep clients engaged and add value to your program.
10. Use automation to scale your sales
With the right systems in place, you can deliver content, communicate with clients and process payments without needing to stay hands-on. Tools like Mailchimp or ConvertKit help you send personalized follow-ups and promotions to leads effortlessly. Automating tasks like workout delivery, client onboarding and progress tracking saves time and creates a smoother experience for your clients.
By cutting out repetitive tasks, you’ll have more time to focus on creating new content, connecting with clients or improving your program. Automation makes it easier to grow your program and reach more clients, even when you’re off the clock.
11. Track progress and continuously improve
Track key metrics like client progress, engagement levels, sales data and feedback. Use analytics tools to see how clients are interacting with your program—are they completing workouts, attending live sessions or reading your content? Identify where clients might be dropping off or struggling and use that data to improve.
Getting direct feedback from your clients is just as important. Ask for reviews or send out surveys regularly to uncover pain points and find ways to improve. As fitness trends evolve, keep adapting your program to meet new demands and keep things fresh for your audience.
How to market an online fitness program
As you build out your online programs and other offerings, make sure you’re also building out a plan for getting your brand in front of potential customers and converting them. Use the broad range of marketing tools provided by Wix to create social templates, promo videos and targeted campaigns. A few best practices to keep in mind:
Show up often
“Your post or email is only a second of someone’s incredibly detailed day,” Boly says. “You absolutely cannot post once and expect everyone to sign up. You need a strategy to create frequent exposure that delivers value.” Basically, be prepared to show up on social media, in emails and through whatever other channels you plan to use consistently. Yes, that means finding a slew of new ways to talk up the same program. Be creative.
“You absolutely cannot post once and expect everyone to sign up. You need a strategy to create frequent exposure that delivers value.”
Show up thoughtfully
Of course, the quality of your marketing—especially your social media posts—is just as important as its frequency. “Before you post, always ask yourself if you’re providing value to your audience,” says Anjorin. “Your current followers are all potential buyers.” Are your posts giving followers something they can actually use, in addition to advertising your product? For example, instead of simply promoting your beginner’s strength-training program in a post, share a proper form breakdown for an exercise they’ll often encounter in the workouts.
From there, “thoughtfully engaging with others is an easy way to boost engagement,” Boly says. Your DMs and comments are a great place to answer questions about your offering, provide more details about the program content and help followers get a sense of whether it’d be a good fit for them. A little bit of genuine interaction goes a long way.
Make your efforts work double-time
Once you’ve identified where you want to spend your marketing energy, look into how you can maximize its reach and impact. The more sales you can score per YouTube video, Instagram Story or Facebook post, the better. Check out the video above to see how Wix's AI algorithm can optimize your Facebook and Instagram campaigns for you.
Anjorin also recommends seeking out opportunities to collaborate with fitness brands. “This has helped me get so much exposure,” she says. “Brands are always looking for great trainers and content so don’t be afraid to reach out.” Whenever possible, time partnerships around new content launches and utilize your partners’ platforms to highlight your programs to potential new clients.
The bottom line on online fitness programs
The world of online training might seem like a busy place, but don’t let the saturation discourage you.
“You don't need a huge following to be successful and a lot of great coaches will fare way better building an intimate community,” Boly says. “A community of 50 to 100 people is more than enough for most coaches to make a living and scale.”
Now that you’ve brushed off the notion that you need to be an internet star to find success in selling online fitness programs, “start small, find your niche and focus your efforts on your strengths,” Seyffert says. “Define success on those you’re personally helping and you’ll create more intimate relationships and build a more tight-knit community, which others notice and want to to be a part of.”
How to create an online fitness program
Building an online fitness program is a lot like building an in-person fitness program. You need to find your niche and deliver quality workouts. But here are a few online-specific best practices to keep in mind.
Program appropriately
Of course, any online fitness program you create for a large number of customers won’t have the same level of personalization as a plan you create for a one-on-one client. Since customers will be following the program on their own, you’ll also need to account for the fact that you won't be able to monitor form or provide cues as needed along the way.
With that in mind, make sure the difficulty is appropriate for your intended customer and clearly spell out who each program is designed for (beginner weightlifters, advanced runners and so on).
Also important in the age of at-home workouts: Make sure you’re clear about the equipment people will need in order to complete the program; list required and optional items right in the description before people sign up.
Even still, you’ll want to incorporate equipment as efficiently as possible. For example, if most of your movements use dumbbells, program dumbbell swings and goblet squats instead of throwing kettlebells into the mix, too.
From there, provide detailed instructions for each exercise and workout and include visual elements and key form tips whenever possible. The goal is for your clients to be able to confidently execute whatever you program, so, when in doubt, keep it simple.
Deliver what you advertise
It’s important to consider what performs well in Google search and on social media, but make sure you deliver what you promise. Some people will stuff keywords into a workout program for SEO purposes, but is your program really delivering on the keywords you’re using?
“Your program name, description and focus must live up to expectations so that clients are satisfied,” says Kehinde Anjorin, CFSC, NCSF, founder of Power In Movement. “If you say it’s a HIIT program, it should truly be a HIIT program.”
Determine the length of your program
Offer a few different programs of different lengths that serve different purposes. For example, quick challenges (think: 7 days) can be a fun way to invite new customers to test the waters or re-engage existing clients. But longer programs (anywhere from 30 days to three months) will often be the meat and potatoes of your business. You can price these programs at higher rates and give clients the opportunity to see significant results.
Now, how will you keep customers engaged and accountable over the course of your program? Consider daily reminders for short programs or a weekly fitness newsletter for longer ones.
Focus on value
“It’s easy to find fitness content that appeals to the fears and insecurities of consumers—think deceptive marketing about losing belly fat in 10 days or slimming your inner thighs,” says Anjorin. “But providing sound training principles, sustainable programming and long-term tools that support their journeys leads to lasting value and change for clients, rather than preying on their emotions.” Let your online program be an empowering voice in the industry.
Embrace feedback
As you hone your online fitness programs, consider customer feedback your greatest asset. “I make different types of content available and then assess how each type of content is received by my clients,” says Renché Seyffert, founder of New Zealand-based FIT BEST training, who uses Wix Fit to build online fitness programs. “I create more of what gets the best feedback and make tweaks to ‘misses’ to make them more appealing and successful.” Note: If you build your online program with Wix, clients will be able to submit feedback after each step.
Keep your content fresh
Make new programs regularly so clients keep engaging with your services. Think about the client journey: Someone who just finished a beginner program may be ready for a more challenging version next. Of course, you’ll want to communicate updates with your clients so they always know their options.