It’s back-to-school season.

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Your WhatsApp is empty.
Your clients ghosted you all summer.

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And you’re asking yourself: “How do I bring people back?”

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Here’s the good news: September is one of the biggest opportunities of the year for fitness coaches.

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Gyms are exploding with new memberships.

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Google searches for phrases like “get back in shape” or “lose weight” are climbing again.

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But here’s the reality: most coaches completely waste this period.

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In this article, we are going to share 5 proven and concrete marketing strategies you can apply right now to crush September and sign new clients.

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In our last post, we covered the 4 mistakes that make 70% of coaches fail after summer.

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If you haven’t read it yet, check it out after this one ... because today is the logical next step.

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Now that you know what not to do, let’s dive into exactly what you need to do to relaunch your business and succeed this September.

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Strategy 1: Reactivate your old clients

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Contrary to what you might think, the fastest way to get clients in September is not running ads.

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It is not posting more content either.

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The fastest way is to reactivate people who already worked with you and trusted you.

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Why?

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Because an old client is five to seven times cheaper to win back than a brand-new one.

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Research also shows that a 5 percent increase in retention can lead to a 25 to 95 percent increase in profits.

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So instead of chasing strangers, start with those who already know you.

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Step 1: Make your list

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Take your old clients from the past 12 months and split them into groups:

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• Group 1: Those who just took a break this summer
• Group 2: Those who left three to six months ago
• Group 3: Those who left longer ago
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Each group has different needs.

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The recent ones only need a reminder.

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The ones who have been gone longer need to see something new.

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Step 2: Create a back-to-school offer

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For example, design a 4 week reset program inside your coaching app.

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Include structured workouts, nutrition support like recipes, and weekly check-ins.

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Price it between $100 and $150 .

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That range is perfect.

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It is affordable enough for clients to say yes quickly, but high enough for them to take it seriously.

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If you sell it for $20, they will not value it and most will not even finish.

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The sweet spot is when the investment feels important but still like an obvious yes.

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Step 3: Reach out directly

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Send a DM, a text, or a WhatsApp voice note.

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Messages have open rates around 98 percent, compared to only 20 to 30 percent for emails.

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Here is an example message you can use:

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“Hey Sarah, hope you had a great summer ☀️

I just reopened a few spots for my September Back-to-School program, reserved for past clients.

It is a light 4 week reset, no long-term commitment, just to get back on track.

Want me to hold a spot for you?”

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Step 4: Always follow up

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Do not quit after one message.

That is where most coaches fail.

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The majority of replies come after the second or third follow-up.

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People are busy.

Following up is not pushy, it shows you care.

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Strategy 2: Launch a challenge

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Challenges work because they perfectly match client psychology.

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Studies show that more than 60 percent of people prefer short programs under six weeks when they restart fitness.

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Why?

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Because it feels doable.

It is short, concrete, promises fast results, and does not feel overwhelming.

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So instead of trying to sell vague long-term packages, run a four to six week challenge.

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What to include in your challenge

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• A structured program inside your coaching app. If you are not on Gymkee yet, you can try it free here.
• A simple nutrition guide or access to more than 100 healthy recipes inside Gymkee.
• Weekly check-ins and, ideally, a WhatsApp or group chat for accountability and community.

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Price your challenge correctly

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Set the price between $100 and $150 .

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That range is perfect.

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It is attractive enough for new clients to say yes, but high enough for them to take it seriously.

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If the price is too low, people will not value it and most will drop off.

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Depending on your audience and your usual rates, you can even test higher prices.

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Some coaches charge $200 to $250 for a premium challenge that includes video calls or more hands-on support.

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The real purpose of the challenge

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Remember, the challenge is not your final product.

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It is a gateway into your long-term coaching.

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Think of it as the entry ticket.

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It lowers the barrier to join, helps clients experience a win quickly, and builds trust.

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By the end of the challenge, many participants will be motivated to continue with your regular coaching packages.

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Pro tip: Make it seasonal

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September is the perfect time to run a challenge because people are looking for a reset.

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But you can repeat this strategy throughout the year.

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Try one in January for New Year’s resolutions, another in April before summer, and another in September.

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It gives you three built-in spikes of new clients every year.

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Strategy 3: Tap into back-to-school energy

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When kids go back to school, parents finally breathe.

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They get their routines back, their homes are quieter, and suddenly there is more mental and physical space to focus on themselves again.

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And the data proves it.

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Studies show that more than 70 percent of parents want to restart fitness in September.

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That is a goldmine for personal trainers.

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Why this works

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September is not just an individual reset, it is a family reset.

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Parents set schedules, meals, and routines for the entire household.

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If you can position your coaching program as part of that family reset, you are entering the conversation already happening in their heads.

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Instead of trying to sell “fitness coaching” in general, speak directly to parents who are getting their kids back to school.

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How to use this strategy

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Create a parent-focused offer that still fits your niche. For example:

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• A “Back-to-School for Parents” program with short, efficient workouts that can be done in 30 minutes.
• A nutrition component with family-friendly recipes that feed four to five people.
• Accountability check-ins that fit around a busy parent’s schedule.

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This is exactly what one Gymkee coach did.

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He created a September program called Back-to-School Reset for Parents and filled it with quick workouts and easy meal ideas.

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Within two weeks, they had more sign-ups than their last three months combined.

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September is not just about you as a coach trying to restart.

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It is about aligning your offer with the rhythm of your clients’ lives.

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And for many, that rhythm is built around family.

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By tapping into this natural energy, you can connect emotionally, make your program feel relevant, and attract an entirely new segment of clients who are ready to commit.

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Strategy 4: Referrals and buddy offers

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Word of mouth has always been one of the most powerful ways to grow a coaching business.

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And in September, it works even better, because motivation is contagious.

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When someone signs up for coaching, their friends often feel the urge to join too.

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If you give clients an easy way to bring someone along, you multiply your chances of signing new people without spending a single dollar on ads.

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Why referrals work

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Stats show that referral clients are three to five times more likely to sign than cold leads.

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Why? Because they already trust you through someone they know.

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It removes skepticism and reduces the risk of trying something new.

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How to structure your referral offers

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Do not leave referrals to chance. Design them as a real system that is easy to understand and easy to share.

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Here are a few proven ideas:

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• Buddy September: Each client can invite a friend to your challenge. Both get 20 percent off their first three months of coaching after the challenge.
• Referral bonus: If a client brings someone new, both get a reward such as a discount, a free session, or a special resource.
• Duo package: Create one unique offer for people who want to train together whether it is friends, couples, or colleagues.

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Why clients love these offers

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Because they feel like a win-win.

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• Your current client feels valued and proud to recommend you.
• Their friend feels safer joining with someone they trust.
• Both get a benefit for taking action.
• You sign a new client and strengthen retention for the old one.

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It is a positive loop that keeps feeding itself.

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Promote your referral system as if it were an actual product.

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Post about it on social media, mention it in your stories, and remind your clients in DMs.

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And if you use Gymkee, it is even easier: the referral system is already built in.

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You can activate it in minutes and start tracking who brings you new clients automatically.

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Strategy 5: Personalization and multichannel

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This is where most coaches fail.

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They post, then hope.

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But in 2025, attention is fragmented.

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Some of your potential clients spend their time on Instagram.

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Others are glued to TikTok.

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Some only check YouTube.

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If you are only on one platform, you are invisible to a huge part of your market.

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The multichannel approach

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Every piece of content you create should live in more than one place.

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• Record a video once → repurpose it into Instagram Reels, TikTok, and YouTube Shorts.
• Write a post once → adapt it for LinkedIn, Instagram captions, and Twitter.

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It is the same idea, just reaching different people.

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You do not need to create more.

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You need to distribute smarter.

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The personalization approach

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The second mistake coaches make is sending generic communication.

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They throw the same copy-paste reply to every lead, and then wonder why conversions are low.

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Remember this: DMs, texts, and WhatsApp messages have 98 percent open rates.

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Emails only get 20 to 30 percent.

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That means direct and personal messages are one of the most powerful tools you have.

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Here is how to use them:

• Post a back-to-school tip and ask people to comment “DM” if they want a bonus program.
• When someone comments, reply personally. Do not send a template. Take 30 seconds to check their profile and send a tailored message.
• If they are a parent, mention their busy schedule. If they are already training, acknowledge their progress and suggest a next step.

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That extra 30 seconds of personalization is what makes you stand out from 99 percent of other coaches.

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Why this works

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Clients are bombarded with offers in September.

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Most of them are copy-paste discounts or boring ads.

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By combining multichannel distribution with personalized outreach, you rise above the noise.

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You are everywhere, and you sound human.

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That is what makes people choose you over the dozens of other coaches in their feed.

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To summarize, here are the five marketing strategies you can apply right now to attract new clients in September:

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1. Reactivate your old clients
2. Launch a challenge
3. Tap into back-to-school energy
4. Run referrals and buddy offers
5. Use personalization and multichannel
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September is one of the two biggest moments of the year for fitness coaches, alongside January.

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If you apply these five strategies, you will bring back old clients, attract new ones, and keep momentum all the way through December.

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If you want to maximize your chances, like more than 3,000 coaches worldwide already do, try Gymkee.

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With Gymkee you can:

• Save more than two hours per client every week
• Keep your clients longer with better retention
• Deliver the best coaching experience through your own app

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👉 Start your free 14-day trial of Gymkee. No credit card required.

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And to go deeper, check out our related article: The 4 mistakes that make 70% of coaches fail after summer.

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Frequently asked questions

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Is September really a good month to get new clients?

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Yes.

Gym memberships rise by more than 10 percent in September, and Google searches for fitness and weight loss spike worldwide.

It is one of the best times of the year to market your services.

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How much should I charge for a challenge?

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Between $100 and $150 dollars is the sweet spot.

It is affordable enough for quick sign-ups but high enough for clients to stay committed.

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How do I get old clients back after summer?

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Reach out with a simple, friendly message.

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Normalize their pause, offer a reset plan, and follow up two or three times.

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What kind of content should I post in September?

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Focus on consistency.

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Share short, actionable tips on fitness, nutrition, and mindset across multiple platforms.

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Repurpose your content to reach people everywhere.

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Do referrals really work for coaches?

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Yes.

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Referral clients are three to five times more likely to sign than cold leads.

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Create a structured referral program and promote it clearly to your current clients.

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