When it comes to selling your programs as a strength coach, standing out is key. A well-crafted profile on the TrainHeroic marketplace not only helps potential clients find you but also establishes trust and shows off your uniqueness.

In Part 1 of this series, we covered the foundations of branding and nailing down your niche; now, let’s dig into the details of creating a polished marketplace profile that attracts and retains clients. In this guide, we’ll walk through the essential steps to set up a profile that reflects your expertise, brand personality, and the value you bring to your athletes.

Be sure to download our FREE checklist here to optimize your Marketplace page for sales!

Setting Up Your Marketplace Profile

To get started on TrainHeroic, you’ll need a professional and complete profile page that shows off your programs. Think of this as your online business card — it’s the first impression clients get and often determines if they buy in or keep shopping.

Do a Professional Photo Shoot

Your profile photos should project professionalism and confidence, capturing who you are as a coach. The best way to get really excellent shots is to find a local photographer and do a fitness/coaching shoot at your gym. Whatever you do, don’t use stock imagery. Stock photos signal inauthenticity, and potential clients can smell them from a mile away.

All of the successful coaches in the TrainHeroic marketplace have quality photos of themselves on their marketplace pages. Check out Liz Brostow’s page, Body By Daddy, for an example of some excellent photos that showcase her brand personality.

Here are a few tips for choosing the right photos:

• Quality: Use high-resolution images; a blurry photo looks unprofessional and weak.
• Background: Go for a clean(ish) background or a gym setting that suits your brand. If you’re a powerlifting coach, a couple casual photos at the squat rack would be great.
• Expression: At first, aim to look approachable and confident. A smile or serious pose is great if it aligns with your coaching style. As your brand grows and evolves, you can tweak your imagery.
• Action Shots: Have your photographer take photos of you working out and coaching — the variety is useful and speaks to your experience.

Pro Tip: Get a logo! Uploading a logo adds a visual boost to your profile. You can design one on free platforms like Canva or hire a freelancer from Upwork or Fiverr to create a simple logo that embodies your brand identity.

Uploading quality images can make all the difference in how your brand is perceived. You can easily upload your chosen profile photo by navigating to the profile settings and selecting an image file from your device.

Write Your Mission Statement or Bio

A strong bio or mission statement is where you get to talk directly to potential athletes. Think of it as your elevator pitch — a short but meaningful summary of what you offer and what sets you apart.

An important concept here: don’t reinvent the wheel. Use inspiration from other successful coaches in your niche, but weave in your own style.

When writing a bio, focus on:

• Clarity: Be specific about who you help. If you specialize in functional fitness or powerlifting for beginners, say so.
• Authenticity: Share why you’re passionate about coaching and what your clients achieve with you.
• Audience-Specific Language: Keep it conversational, but professional. Avoid slang unless it’s part of your brand voice.

Creating Individual Program and Team Pages

TrainHeroic programs are fixed, time-bound training plans with a set start and end date that athletes complete at their own pace — good for individual goals. Teams, however, operate like a subscription with new workouts delivered regularly, creating an ongoing, real-time training experience. Teams emphasize community and coach interaction, which is great for athletes wanting to train alongside others.

Your program and team pages are where future clients get a detailed view of what each training type entails. It’s your chance to highlight the specifics and benefits of each one. We’ll stick to using programs as the example here, but know you can apply this info to both program and team pages.

Program Names and Descriptions

Your program name should be clear and, if possible, catchy or relevant to your niche. Athletes should immediately understand the goal of the program just by reading the title.

For the description, outline the main goals, who it’s best for, and any special techniques you’ll incorporate. Only use jargon that makes sense for your audience and keep the tone motivational and friendly.

Here are some good examples from our current top coaches:

Choosing the Right Program Images

Images on your program page should give clients a preview of the experience or a general feel for the program’s intensity. Choose images that reflect the training style, like dynamic movements or specific equipment they’ll use.

If you’re offering a hypertrophy-focused bodybuilding program, don’t be afraid to incorporate physique images from your own competitions or those of your athletes. You can also use photos of past clients’ results, like before-and-after shots, or testimonials as social proof. These visual cues can quickly connect with clients and give them an idea of what they’re signing up for. Fred Ormerod of FORM does a great job of this on his marketplace page:

Pricing Your Programs

Setting the right price can be tricky, especially when starting out. If you’re new to the marketplace, you may want to begin with a slightly lower price to encourage sign-ups and build reviews.

As a general reference point, most programs (one-time purchase) range from about $29 to $69. Monthly subscriptions for ongoing, dynamic teams range from around $10 to $49 per month. Do a little research and see what other coaches in your niche are offering. Over time, as you gather more clients and feedback, you can adjust your pricing to reflect your program’s value.

To edit the price, go to your program’s settings (under the “Sell My Programming” tab) and enter your rate in the designated pricing box.

Key Branding and Optimization Tips

Branding goes beyond a photo and a bio. Here are some essential tips for keeping your brand consistent throughout your profile.

Consistency in Tone and Style

Your brand voice should carry through every part of your profile. If your bio is more motivational, make sure your program descriptions are as well. If your coaching style is intense and no-nonsense, reflect that in your language.

We mentioned this in Part 1 on marketing communication: “Targeted messaging is far more effective than generic content that tries to speak to everyone.” Keep a level of consistency in your messaging and you’ll attract the right clients.

SEO Tips for TrainHeroic

If you want to get your hands dirty and try some more advanced marketing tactics, you can take your marketplace page’s SEO into account. SEO, or Search Engine Optimization, is the practice of using specific keywords in text blocks to make your profile more discoverable on search engines. On the TrainHeroic marketplace, SEO can help clients find you when they search for specific training styles or goals.

Keywords depend entirely on your niche. For strength coaches, some useful keywords might include:

• “Functional fitness for beginners”
• “Powerlifting for women”
• “Strength and hypertrophy program”

Considering the possible keywords in your program titles and descriptions can improve your visibility when clients search on the marketplace or even on Google.

Here are some resources with free keyword research tools:

1. MOZ
2. Backlinko
3. SEMrush
4. Keyword Tool

Final Thoughts

Setting up a marketplace profile that reflects your brand takes some planning, but it’s well worth the effort. By focusing on quality photos, a strong bio, detailed program descriptions, and strategic pricing, you’ll be well on your way to attracting athletes who are the right fit for your coaching style.

Explore the TrainHeroic marketplace now and get started on crafting a profile that brings your coaching brand to life.

Ready to set up your profile? Download our free checklist to start building a marketplace presence that truly represents your brand.

Need help writing your bio, coming up with program titles or choosing the right photos for your profile? Drop me (Lily, a marketing pro) a direct line and I’ll audit your profile for improvements.

Yes, this is real and no, it doesn’t cost anything — we actually want you to succeed on our platform!

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