Relationen mellan den personliga tränaren och klienten : att marknadsföra ett personligt varumärke inom träningsbranschen med hjälp av digitala medier

Purpose – The purpose of the study was to examine how to promote a personal trainer in the fitness industry, as a personal brand, with digital media. Method – To fulfill the purpose, the author have used three different methods. Both literature and quantitative and qualitative data in forms of a digital survey and interviews with two personal trainers regarding marketing and branding. Result – Based on the collected literature and empirical evidence, facts could identify the importance of having a strong brand as a personal trainer, in order to recruit new clients. The result revealed that digital media is an excellent communication channel to nurture the relationship when you already have existing clients, but not when you want to recruit new customers. Implications – This study is only developed through empirical data from a particular demography and a certain range, which could give a different result with other respondents. During this process, the author noticed that digital media is a difficult channel to use when recruiting new clients. The study’s results have proven the theory of relevance and significance in maintaining the relationship with their clients. Limitations – What influenced the extent of the study and the results include, among other things, that the author was working by herself, which contributed to a deficit of brainstorming the study’s analysis and conclusions. Besides that there were factors such as lack of time, and that the results was not what the author intended. If the result had been like the presumptive purpose, the conclusion and the recommendations of the study would be different. Keywords – personal training, relationship, personal brand, digital media, services marketin