Most private coaches don’t have a coaching problem.
They have a client flow problem.
You can be great on the field, in the cage, or in the weight room… and still stare at an empty calendar because parents don’t know you exist, don’t know what you do, or don’t know how to book you.
That’s what this article is: real-world marketing for coaches that fills your schedule without feeling “salesy.” And yes—systems matter too. Platforms like AthleteCollective handle your scheduling, payments, and client management so you can focus on what you do best — coaching.
Let’s get into how to get coaching clients with 15 proven strategies you can actually use this week.
Marketing for coaches: the basics (so the strategies work)
Before you try every trick on Instagram, get these basics right. If you skip this part, you’ll get “likes” but not bookings.
You need a clear offer (not “private training”)
Parents don’t buy “training.” They buy a result and a plan.
Good offer examples:
- “6-week throwing program for 10–14U baseball pitchers”
- “Small-group speed training for middle school soccer (max 6 athletes)”
- “Confidence + shooting workouts for JV guards”
If you need help with positioning, read what parents actually look for when hiring a private coach.
You need a simple path to book
If booking you takes 12 texts and a Venmo request, you’ll lose people.
A real coach marketing strategy includes the boring stuff:
- clear schedule
- clear prices
- easy payment
- clear cancellation policy
For the operations side, check out our guide to setting up a booking and scheduling system.
How to get coaching clients with a simple coach marketing strategy (15 proven moves)
Get your “one sentence” hook tight
If someone asks what you do, you should be able to say it in one breath.
Template:
“I help (athlete type) improve (skill) so they can (result).”
Example:
“I help 11–14U softball hitters increase bat speed and contact so they can hit with confidence in games.”
This makes your referrals cleaner too—parents know who to send you.
Build a referral system you can run in 5 minutes a week
Referrals are still the #1 way to grow coaching business in youth sports.
Make it simple:
- Every new client gets a “bring a friend” card (digital is fine)
- Reward the referrer, not the new person (parents love this)
Practical numbers:
- Offer $25 off their next session when they refer a new athlete who buys a 5-pack
- Or offer one free small-group session (costs you time, not cash)
What to say (text script):
“If you know another athlete who’d love this, send them my info. If they grab a pack, I’ll take $25 off your next session.”
Turn one-on-one clients into small groups (without losing quality)
Small groups are the fastest way to make your schedule work.
Example math:
- 1 athlete at $70/hour = $70/hour
- 4 athletes at $35/hour = $140/hour
Parents feel like they’re saving money, you make more, and athletes get energy from the group.
If you want the full playbook, use our guide to running group training and charging more per hour.
Run a “first session” offer that filters out tire-kickers
Discounts can attract the wrong crowd. So make your intro offer structured.
Good intro options:
- “60-min evaluation + plan” for $49–$99
- “3-session starter pack” for $150–$225 (depends on your market)
What it includes:
- quick assessment
- one or two coaching cues that give instant improvement
- a simple plan: “Here’s what we’ll do in the next 6 weeks.”
This builds trust fast.
Post proof that parents understand (not fancy drills)
Parents don’t know if your drill is “high level.” They know results.
Post content like:
- “Before/after” swing clip (even 10 seconds)
- radar gun improvements (with permission)
- “3 cues we used today to fix (common problem)”
- athlete quote: “I finally understand my footwork.”
Simple rule: show the problem → show the fix → show the result.
Make your Google presence decent (because parents search there)
A lot of coaches ignore this, but parents Google:
- “basketball trainer near me”
- “soccer speed training (city)”
- “pitching coach (town)”
Do the basics:
- Create/claim your Google Business Profile
- Add 10 photos (you coaching, not logos)
- Ask for 10 reviews over the next month
Review ask script:
“Would you mind leaving a quick Google review? It helps local families find me. One or two sentences is perfect.”
Partner with one “hub” per sport (the shortcut strategy)
Instead of chasing 100 parents, partner with 1–3 people who already have them:
- club director
- rec league coordinator
- PE teacher
- physical therapist
- local gym owner
Offer something valuable:
- free 30-min coaches clinic
- free injury prevention warm-up PDF
- “speed testing day” for their team
This is marketing for coaches that doesn’t feel like marketing.
Create seasonal programs (parents buy seasons)
Parents think in seasons: pre-season, in-season, off-season.
Build offers like:
- “8-week off-season strength program”
- “4-week pre-tryout quickness camp”
- “In-season maintenance lifting (2x/week)”
This makes selling easier because the timeline is clear.
If you program strength work, this helps: strength and conditioning for youth athletes programming guide.
Use packages the right way (so you stop reselling every week)
Selling one session at a time is exhausting.
A simple package ladder:
- 5-pack (starter)
- 10-pack (serious)
- monthly membership (best retention)
Example pricing:
- $75 single
- $350 for 5 ($70/session)
- $650 for 10 ($65/session)
Want more pack ideas? Use how to create session packages that sell.
Fix your follow-up (most coaches lose clients here)
Most leads don’t say “no.” They just go quiet.
Follow-up schedule:
- Day 0: reply within 1 hour if possible
- Day 1: send 2 time options
- Day 3: send one helpful tip + ask if they want to book
- Day 7: “Want me to hold a spot for next week?”
Helpful follow-up message:
“No rush—quick question: is your main goal more playing time, confidence, or a specific skill like shooting/throwing? I can point you to the right plan.”
Make booking and payment stupid simple (parents love this)
This is where good coaches lose money.
Instead of juggling Venmo, texts, and spreadsheets, AthleteCollective lets parents book and pay online while you manage everything from one dashboard. That means fewer no-shows, fewer “what do I owe you?” messages, and way less admin time.
If you want more options, here’s our breakdown on how to collect payments beyond Venmo and cash.
Build a “parent FAQ” that handles objections before they ask
Parents have the same questions every time:
- “How often should we train?”
- “How soon will we see results?”
- “Do you work with beginners?”
- “What if we miss a session?”
Put this on:
- your bio page
- your pinned Instagram post
- your intake email
Also: have a clear cancellation policy. Here’s a free private training cancellation policy template.
Offer a “team add-on” (easy upsell, big trust)
Once you have 2–3 athletes from the same team, pitch a team session.
Example:
- 60 minutes for the whole team: $250
- Or 90 minutes: $350
Team add-ons build your reputation fast because you’re now “the coach who trained the team.”
Run one local event per quarter (simple, repeatable)
You don’t need a huge camp. You need a “reason to show up.”
Event ideas:
- “Speed + agility testing day” (charge $25, include results)
- “Shooting mechanic check-up” (20-min slots, $20)
- “Pitching command clinic” (small group, $40)
Goal: meet new families and collect contacts.
Important: get waivers and be smart about safety. If you need it, start with our coaching waiver template guide.
Use social proof the safe way (especially with minors)
Coaches get nervous posting kids (fair). You can still show proof.
Options:
- blur faces
- film from behind
- use athlete initials
- post parent testimonials (text screenshots with names hidden)
Also make sure you’re covered on the business side (insurance, background checks, etc.). Start here: working with minors legal requirements and liability insurance for sports coaches.
Track 3 numbers weekly (so you actually grow)
If you don’t track it, you’re guessing.
Track:
- leads (new people who asked)
- booked sessions
- revenue
Simple goal example:
- 10 leads/week
- 5 booked sessions/week
- $400–$800/week depending on your rates
This is the boring part of a coach marketing strategy, but it’s what helps you grow coaching business on purpose.
Two real scenarios: what “getting more clients” looks like in different situations
Scenario A: New coach with a part-time schedule (6 hours/week available)
Let’s say you can coach:
- Tue/Thu evenings + Saturday morning
- Total: 6 hours/week
Goal: fill 6 hours within 30 days.
Plan:
- Run 2 small groups/week (4 athletes each)
- Price: $35/athlete
- Revenue: 2 hours x (4 x $35) = $280/week
- Add 2 private sessions/week at $70 = $140/week
- Total: $420/week on 4 hours coached
Then you still have 2 hours open for makeups, evaluations, or overflow.
Client targets:
- 8 group athletes + 2 private athletes = 10 athletes total
How to get them:
- Ask every current contact for 1 referral (aim for 10 asks)
- Post 3 proof posts/week
- Partner with one local team coach for a free mini-clinic
Scenario B: Experienced coach trying to go full-time (20 hours/week)
Let’s say your goal is $5,000/month.
If you only sell 1-on-1 at $80/hour:
- You need about 63 sessions/month
That’s roughly 16 sessions/week (plus travel, admin, etc.)
A smarter mix:
- 10 hours/week of small groups at $35 with 5 athletes average
- 10 x (5 x $35) = $1,750/week
- 5 hours/week private at $90
- 5 x $90 = $450/week
- Total: $2,200/week
Even if you only hit 70% consistency, you’re around $6,000/month.
The big shift here is not “post more.” It’s packaging + groups + systems.
Common mistakes that stop coaches from getting clients
- Trying to market to everyone. Pick an age range and a problem.
- Only posting drills. Parents want outcomes, not complexity.
- No clear pricing. Hidden prices create extra friction.
- No follow-up. Quiet leads are normal—follow-up is professional.
- Doing everything by text. It works at 3 clients, breaks at 15.
- Undercharging and overworking. You burn out and quit.
If you’re unsure on pricing, this helps: how much to charge for private training sessions.
How to get coaching clients this week: a simple action plan
Set up your foundation in one afternoon
- Write your one-sentence hook
- Pick 1 main offer (plus 1 small-group option)
- Create a short FAQ + cancellation policy
- Ask 5 parents for reviews/testimonials
Do 3 outreach moves (30–45 minutes total)
- Text 5 people you already know (parents, old teammates, teachers)
- Message 2 local coaches/directors with a simple partnership offer
- Post 2 proof posts (problem → fix → result)
Clean up your admin so growth doesn’t crush you
If you’re serious about staying organized, set up your business on AthleteCollective to handle the admin side from day one—booking, payments, messaging, and tracking sessions. That frees up your brain for coaching and relationship-building (the stuff that actually brings clients back).
Bottom Line: Key takeaways to grow coaching business faster
- A real marketing for coaches plan starts with a clear offer and easy booking.
- Referrals + partnerships beat “posting more” when you’re starting out.
- Small groups are the simplest way to earn more per hour without working nonstop.
- Follow-up and systems are where most coaches leave money on the table.
- Track leads, bookings, and revenue weekly so your coach marketing strategy is based on facts—not vibes.