How to Get More Referrals as a Coach

If you want to build a thriving coaching business, referrals are gold. There’s nothing quite like a happy client singing your praises and bringing new clients straight to you. Referrals are way more cost-effective than paid marketing, bring in higher-quality leads, and create a sense of community around your coaching. But how do you actually get more referrals?

I’ve been coaching for years, both in-person and online, and I’ve learned that referrals don’t just happen by accident. They’re the result of delivering an outstanding service, building strong relationships, and strategically encouraging clients to spread the word. If you’re a newer coach looking to maximise referrals, this guide will help you do exactly that.

Why Referrals Are Important

Referrals are one of the most powerful ways to grow your business sustainably and organically. They are like doing marketing on easy mode. Here are some of the key reaons referrals are so lucrative:

• Higher Trust and Conversion Rates: When a new client comes to you via a referral, they already have a built-in level of trust because someone they know vouches for you. This leads to a much easier conversion and a stronger client-coach relationship from the start.
• Lower Marketing Costs: Paid advertising and lead generation can be expensive and unpredictable. Referrals, on the other hand, bring in high-quality leads with minimal marketing investment.
• Stronger Client Retention: Referred clients tend to be more committed and stay with you longer because they already know what to expect and trust your expertise.
• Fosters a Sense of Community: When clients refer their friends and family, they help create a supportive network within your coaching program, reinforcing long-term engagement and participation.

So you definitely want to encourage referrals, but how do you actually do that? I know a lot of coaches who struggle to do this effectively, so I want to just lay out a rough system that will help you to secure more referrals. However, as I often say to you guys, I want you to think of the overall principles, rather than the specifics. You have your own unique coaching practice, and you will need to tailor things to your exact situation.

Deliver Exceptional Results and Service

Before you ask for referrals, you need to actually earn them. The best marketing strategy in the world won’t work if your clients aren’t thrilled with their experience.

Your number one focus should always be helping your clients achieve their goals and making them feel supported along the way.

You can do this in a number of ways, but it generally comes down to:

• Personalised Coaching: Cookie-cutter programs don’t create raving fans. Tailor your approach to each client’s specific needs.
• Consistent Communication: Check in regularly, offer support, and celebrate the big and small wins.
• Education and Empowerment: Clients love to feel like they’re learning and gaining independence. Teach them the “why” behind your methods.
• Overdeliver: Don’t just do the bare minimum. You need to try and go above and beyond with your coaching.

This really should be a no-brainer, but your clients aren’t going to refer their friends and family to you if you aren’t able to produce results, or if you provide a lacklustre service. So before you think about optimising your referral system, you do actually need to get phenomenal results and provide a phenomenal service.

If you lack the skills requied to get phenomenal results, then you need to get the skills to produce phenomenal results. If you are currently providing a lacklustre service, then you need to start upping your game. Which brings us to the next point.

Create a Referral-Worthy Experience

Beyond just delivering great results, make the experience of working with you something people want to actually talk about with their friends.

• Be Professional and Personable: Clients want a coach who is knowledgeable but also fun, relatable, and encouraging. You may know everything the client needs to get results, but if they just don’t like interacting with you, you are unlikely to get results and they are very unlikely to refer their friends/family to you.
• Make Your Services Easy to Share: Having a simple website or Instagram page where clients can send their friends to learn more makes getting referrals so much easier. If you only have a contact phone number, most people simply aren’t going to pick up the phone and call you when they have been referred. You want to make it as easy as possible for referred individuals to get in touch with you.
• Create a Community: Whether it’s a private Facebook group, group coaching calls, or in-person meetups, people love being part of something bigger. I have seen coaches very quickly fill up their coaching roster by simply organising a a weekly run club and asking their clients to bring along a friend. Most coaches serious undervalue the effectiveness of creating some sort of community.
• Surprise and Delight: Send small gifts, personalised thank-you notes, or exclusive content to show clients you appreciate them. This doesn’t have to be over-complicated, you just want to give a little bit more than your client expects and show them that they are appreciated and that you value them. It could be as simple as getting them something like a new preworkout that you knwo they will love the flavour of.

This is where you can learn a lot from businesses in other fields, especially service based businesses. Lots of businesses will do small things that really make you feel special and like they have gone out of their way to make your interaction more enjoyable. There’s a reason high end hotels still have a doorman to greet you.

You effectively want to make your coaching an “experience” rather than just another service that someone pays for. This is of course easier said than done, but if you can pull it off, you will be out the door with referrals.

Keep Clients Engaged Long-Term

Further to this, the longer clients stay with you, the more likely they are to refer others. So you want to create a coaching experience that keeps them excited and invested for the long haul.

• Introduce Continuing Education: Offer workshops, webinars, or training modules for ongoing education, reinforcing their commitment to self-improvement.
• Offer Different Coaching Levels: Provide beginner, intermediate, and advanced coaching tiers, allowing long-term clients to continue progressing and learning new techniques.
• Regular Check-ins: Even past clients can refer people if you stay in touch. Send periodic emails, social media messages, or personalised updates to ensure they remain engaged.
• Host Community Challenges: Organise monthly fitness or nutrition challenges that keep clients motivated and connected to your coaching.
• Create a Long-Term Growth Plan: Provide clients with clear long-term goals, helping them stay committed beyond the initial phase of their journey.

Ultimately, the longer someone works with you, the more likely they are to refer others to your coaching. However, you do also want to balance this with the fact that you should still be preparing your clients to not need you in the future. Coaches regulalrly fail their clients by withholding the skills and knowledge their clients need to actually do all of this health and fitness stuff on their own. Don’t do this. Teach them to be independant and build their autonomy. They can still refer others to you long after they finish your coaching, so don’t think you need to keep them as a client forever to get referrals.

Ask for Referrals (The Right Way)

Now we get into the actual meat and potatoes of this, asking for the referrals. Many coaches feel awkward asking for referrals, but if you’ve provided great service, your clients will likely be happy to spread the word, you just need to make it easy for them.

• Pick the Right Timing: The best time to ask is when a client has just hit a big milestone, received a compliment from others on their progress, or expressed appreciation for your coaching. These moments are when their excitement and motivation are at their peak, making them more likely to talk about their experience with others.
• Use Specific Language: Instead of saying, “Hey, if you know anyone who needs a coach, let me know,” make the request more personal and engaging. Try something like, “You’ve made incredible progress! If you have any friends or family who would love to achieve the same results, I’d love to help them too. Would you be open to introducing me?” This makes the referral request much more likely to succeed.
• Make It Easy: Clients are more likely to refer others if the process is simple. Provide a direct link to your website, a referral form, or an easy-to-share message they can send to friends. You can also create a shareable social media post or a QR code they can scan to send a referral directly.
• Be Gracious, Not Pushy: Express gratitude regardless of whether the referral leads to a sign-up. A simple, “I really appreciate you sending your friend to me, it means a lot,” fosters goodwill and encourages future referrals. If a referral does sign up, take the time to personally thank your client with a message, small gift, or bonus service (more on this in a moment).

But the real key to making the referral process easy, is actually making your clients aware that you love getting referrals from the start of the coaching practice.

Proactively Set the Expectation for Referrals

When you start working with a client, let them know that referrals are a common part of your coaching business and that you deeply appreciate them. You might say something like:

“Many of my clients come from referrals, and it’s always a pleasure working with people who are connected to my existing clients. If you ever know someone who could benefit from my coaching, I’d love for you to introduce us. No pressure at all, but I just want you to know that referrals mean a lot to me.”

By planting the seed early, you make it easier to bring up later without feeling awkward. Even if they don’t refer anyone immediately, it will be in the back of their mind as they progress in their journey with you.

Leverage Small Wins to Encourage Referrals

One of the biggest mistakes coaches make is making the client feel they need to have a dramatic transformation before referring others. But they can (and should) be referring people at all stages through their journey. This is another reason why celebrating all the small and often less tangible wins is so important. Imagine you had your clients selling your services because you celebrated their:

• Improved energy levels and mood.
• Increased strength and endurance.
• Better eating habits.
• Increased confidence in their body.

Asking for referrals doesn’t have to wait until they reach their ultimate goal, and anyone at any stage of their fitness journey can benefit from coaching. Don’t fall victim to the thought that you have to have some dramatic transformation to get referrals.

Having A Set Referral Schedule

You can also ask for referrals on a set schedule. Monthly can work, but it can also feel a bit excessive and like there is no one on your roster. So quarterly usually makes more sense.

You don’t need to overthink this, and simply asking your client if they have anyone in their network who they feel would be interested in your coaching can help you get a few referrals. Again, if you do it every week or even every month, it can feel like spam. But strategically doing it around times when people are more likely to sign up for coaching (e.g. the start of the year) can really make it much easier to fill your coaching roster.

Implement a Referral Incentive Program

Sometimes, a little extra incentive can encourage clients to actively refer others. A well-structured incentive program not only encourages referrals but also rewards your existing clients for their loyalty and trust in your services.

• Discounts or Free Sessions: Offer a free coaching session, a free week of online coaching or a discount for every referral that signs up. This provides immediate value to the referring client and strengthens their commitment to your coaching program.
• Exclusive Access: Give referrers access to special coaching materials, live Q&As, or premium content. This makes them feel valued and reinforces their role as an insider in your coaching community. I have seen some coaches utilise this very effectively, however, I generally prefer to provide the premium stuff as part of the coaching package anyway (as it helps to create a referral worthy program).
• Tangible Rewards: Send a branded T-shirt, water bottle, or fitness journal as a thank-you gift. Branded merchandise not only serves as a reward but also acts as passive marketing when your clients use or wear these items in public. This naturally is a bit more work, but it can be done incredibly effectively, especially if you are training people in a specific location. Having multiple people in the same place all representing your brand is very effective marketing.
• Tiered Referral Program: Encourage multiple referrals by setting up a tiered system where clients earn increasing rewards the more people they refer. Make this something that actually rewards them and don’t be stingy with the actual reward. The exact rewards will obviously need to be tailored to your exact situation, but as an example, something like the following can work:
  • 1 Referral: A free coaching session.
  • 3 Referrals: A free week of coaching.
  • 5 Referrals: A free month of coaching.
• Limited-Time Bonuses: Create a sense of urgency by offering limited-time referral incentives, such as a special giveaway for clients who refer someone within a certain timeframe. This helps drive more immediate action. This also goes well with a scheduled referral system like we discussed earlier.
• Referral Tracking System: Make it easy for clients to track their referrals and rewards by using a referral tracking system or software. This ensures transparency and encourages continued participation. If you don’t want to use software, you can at least have some sort of on paper system that allows your clients to see how they are doing (literally could be simple star stickers on a tracking sheet, and it doesn’t need to be complex).

By implementing a structured and rewarding referral incentive program, you make it much more attractive and effortless for clients to introduce others to your coaching. The easier and more beneficial you make the referral process, the more likely clients will be to participate consistently.

Leverage Social Proof and Testimonials

People trust what others say about you more than what you say about yourself. Use testimonials and success stories to generate more referrals.

• Ask for Written or Video Testimonials: Happy clients will often be excited to share their experience. When requesting testimonials, be specific about what you’d like them to highlight, whether it’s their biggest transformation, how your coaching has helped them, or what they love most about working with you.
• Encourage Word-of-Mouth Through Success Stories: One of the most effective ways to generate referrals is by turning your clients into walking testimonials. Encourage them to share their success stories publicly, whether through social media, testimonials on your website, or casual conversations with friends.
  • Ask if they’d be comfortable sharing a quick video or written testimonial about their journey.
  • Share client success stories (with permission) on your platforms to inspire others and make it easier for referrals to happen naturally.
  • If they receive compliments on their progress from friends, encourage them to say something like, “Thanks! My coach has been amazing, I can introduce you if you’re interested.”
• Post Success Stories on Social Media: Showcase client transformations with their permission. Social proof is incredibly powerful, and seeing real people achieve great results can inspire others to reach out and work with you.
• Create a Highlight Reel: If you use Instagram, create a “Success Stories” highlight so potential clients can see real results. This provides social proof that is always visible to new visitors.
• Use Before-and-After Comparisons: With your client’s consent, showcase their progress in a compelling way that demonstrates the effectiveness of your coaching. Pair these visuals with client testimonials for maximum impact. This doesn’t have to be body composition related, it can be something like comparisons of the strength gains they have made.
• Feature Client Spotlights: Regularly highlight client wins through newsletters, blog posts, or video interviews. This not only reinforces the community aspect of your coaching but also motivates existing clients to refer others who might benefit from the same support.

While this isn’t exactly referrals, it is part of the overall referral system. If people see that their friend has gotten phenomenal results with you, they will likely ask their friend about the service, and this opens up the opportunity to get referrals. Social proof and testimonials are also phenomenal tools for selling and marketing your services, so it makes sense to get your processes dialled in here.

Build Partnerships and Network

Referrals don’t have to come just from clients, and other professionals in related fields can be a goldmine for new leads.

• Speak at Community Events and Workshops: Offer to lead a workshop or seminar at a local gym, corporate office, or wellness retreat. By educating people in person, you build trust and increase the chances of referrals from both attendees and other professionals.
• Connect with Other Coaches: Build strong relationships with trainers, dietitians, physical/physio-therapists, and other wellness practitioners. These professionals work with individuals who might benefit from your services, and a mutual referral system can be highly beneficial.
• Join Local or Online Communities: Engage with professional groups in person and online. Participate in Facebook groups, LinkedIn discussions, and industry forums where potential clients or referrers gather. By positioning yourself as an expert and providing value, you can naturally attract more clients and referrals.
• Collaborate on Content: Partner with other professionals to create valuable content such as podcasts, webinars, guest blog posts, or live Q&A sessions. This not only expands your reach but also establishes credibility in your field. People are more likely to refer others to someone who is seen as an expert in the field.
• Attend Networking Events: Go to health, wellness, and business networking events where you can meet other professionals who could refer clients to you. Bring business cards (seems outdated, but it does actually work), introduce yourself genuinely, and focus on how you can provide value to others.
• Offer Cross-Promotions: Develop joint programs or referral agreements with complementary professionals. For example, if you’re a nutrition coach, you could partner with a meal prep company, offering discounts for each other’s clients.
• Be Proactive in Building Relationships: Don’t wait for professionals to come to you, proactively reach out. Offer a coffee meeting or virtual chat to discuss how you can support each other’s businesses.
• Engage with Local Businesses: Establish partnerships with gyms, wellness centres, chiropractic offices, supplement stores etc. These businesses have clientele that might be looking for the services you offer.

Creating an entire web of people who are referring to you in the background is almost certainly going to lead to your coaching roster being consistently packed. However, most coaches will avoid doing this purely because they are afraid to actually reach out and create these beneficial arrangements. But those that do will be rewarded handsomely.

Have A Professional Online Presence

Your online presence plays a major role in attracting and converting referrals. If someone is recommended to you, they’ll likely check out your social media or website before reaching out. A strong and engaging online presence builds credibility, instils confidence, and makes it easier for prospective clients to connect with you.

• Keep Your Website Up to Date: Ensure your website is professional, easy to navigate, and mobile-friendly. Include testimonials, case studies, a simple contact form, and an easy way to book a consultation. Make sure your service details are clear to avoid any confusion.
• Stay Active on Social Media: Post consistently with valuable content such as fitness tips, motivational success stories, behind-the-scenes coaching moments, and Q&A sessions. Engage with your audience by responding to comments and messages promptly to show that you are approachable and invested in their success.
• Show Your Personality: People are more likely to refer others to coaches they feel a connection with. Let your unique personality shine through your content by sharing your coaching philosophy, personal fitness journey, or relatable experiences. Live videos, Instagram stories, and informal posts can help create a genuine, engaging presence.
• Leverage Video Content: Video is one of the most engaging formats for online marketing. Share short workout demonstrations, coaching insights, testimonials, and client success stories in video form to capture attention and provide valuable information.
• Optimise Your Online Reviews: Encourage satisfied clients to leave positive reviews on Google, Facebook, and other relevant platforms. Reviews play a crucial role in building trust and increasing referrals.
• Use Email Marketing: Stay in touch with your existing clients and potential leads by sending regular newsletters filled with useful tips, success stories, and special offers. An engaged email list increases the likelihood of referrals.
• Invest in Professional Branding: Having a consistent brand image across all platforms, including your website, social media, and marketing materials, creates a professional and recognisable presence that attracts more referrals.

By maintaining a strong and engaging online presence, you create a digital footprint that not only helps with referrals but also establishes you as a reputable and trusted coach.

Final Thoughts On How To Get More Referrals

Referrals are one of the most powerful ways to grow your coaching business, but they don’t happen by chance. Focus on delivering incredible results, building relationships, making it easy for clients to refer, and using incentives where appropriate. Over time, this approach creates a steady stream of new clients who come to you pre-sold on your value.

If you implement these strategies, referrals will become a natural part of your business growth, ultimately bringing you more clients, more impact, and more success as a coach.

We have a lot of free content available in our content hub, if you want to learn more. We specifically have a lot of content for coaches in our Coaches Corner. If you want even more free information, you can follow us on Instagram, YouTube or listen to the podcast. You can always stay up to date with our latest content by subscribing to our newsletter.

Finally, if you want to learn how to coach nutrition, then consider our Nutrition Coach Certification course, and if you want to learn to get better at exercise program design, then consider our course on exercise program design. We do have other courses available too. If you don’t understand something, or you just need clarification, you can always reach out to us on Instagram or via email.