Downsell Sequence for Personal Trainers Email Guide
Why Downsell Sequence Emails Fail for Personal Trainers (And How to Fix Them)
Your ideal client just said no to your premium training package. That's not the end of the conversation.
Many personal trainers experience moments where a prospective client is interested in their expertise but hesitates at the full commitment. It's a common hurdle: they want the results, but the investment feels too large, too soon.
This doesn't mean they're not a good fit, only that the initial offer wasn't right for their current stage. A downsell sequence transforms these "no" moments into opportunities.
Instead of losing a lead entirely, you offer a smaller, more accessible solution that still delivers value and keeps them engaged. It builds trust, proves your worth, and often leads to them upgrading to your full services later.
These proven email templates are designed to guide your prospects from initial hesitation to a valuable, smaller commitment, ensuring no potential client slips away.
The Complete 3-Email Downsell Sequence for Personal Trainers
As a personal trainer, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
Your client just declined your signature training program. It stings.
It's completely understandable if our full [MAIN SERVICE] wasn't the right fit for you right now. Making a significant commitment to your fitness journey is a big decision, and it needs to feel right.
My goal is always to help you achieve the results you're seeking, regardless of the path you take. I believe everyone deserves access to quality guidance to improve their health.
Perhaps a smaller, more focused step could still move you forward without the immediate pressure of a larger investment. I've been thinking about how I can still support you.
Best, [YOUR NAME]
This email validates the prospect's decision, removing any potential guilt or pressure. By acknowledging their "no" with empathy, it re-establishes trust and positions the trainer as someone genuinely invested in the client's success, not just a sale. This opens the door for a subsequent, smaller offer without feeling forced.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
That feeling of wanting to make a change but not knowing where to begin can be overwhelming. Following up on our last conversation, I wanted to share a different option that might be a perfect starting point for you: my [PRODUCT NAME].
This isn't my full [MAIN SERVICE], but it's a powerful way to kickstart your progress. For example, it includes a personalized 4-week workout plan and access to my foundational nutrition guide.
It's designed for people who are ready to take that first step, build momentum, and experience tangible results without the full commitment. Think of it as your express lane to feeling better, faster. [CTA: Learn more about [PRODUCT NAME] here →]
Best, [YOUR NAME]
This email uses the "foot-in-the-door" technique. By offering a smaller, less intimidating commitment, it reduces the psychological barrier to entry. It clearly outlines the value and specific benefits of the downsell, positioning it as an accessible solution to their initial pain points, making the "yes" much easier to say.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
The clock is ticking on an easy way to get started with your fitness goals. Just a quick reminder that enrollment for [PRODUCT NAME] closes on [DATE/TIME].
This is your chance to grab a focused, effective solution that delivers real results without the full commitment of my [MAIN SERVICE]. Many people find this smaller step is exactly what they need to build confidence and establish consistent habits.
Imagine feeling stronger and more energetic in just a few weeks. Don't miss out on this accessible way to kickstart your journey.
Once [DATE/TIME] passes, this specific offer won't be available. [CTA: Secure your spot in [PRODUCT NAME] before it's too late →]
Best, [YOUR NAME]
This email utilizes the principles of scarcity and loss aversion. By setting a clear deadline, it creates a sense of urgency, prompting immediate action. Reminding them of the benefits they stand to lose by not acting reinforces the value proposition and encourages them to make a decision before the opportunity disappears.
4 Downsell Sequence Mistakes Personal Trainers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming a "no" to a premium package means "no" to all your services. | Offer tiered solutions and a downsell sequence to capture interest at different price points and commitment levels. |
✕ Overwhelming new leads with too much information about complex programs upfront. | Start with a simple, high-value, lower-commitment offer that builds trust and demonstrates quick wins. |
✕ Focusing only on the physical transformation and not addressing the psychological barriers to commitment. | Acknowledge their hesitation, validate their concerns, and position smaller offers as stepping stones to larger goals. |
✕ Not having a clear follow-up strategy for prospects who don't convert on the first offer. | Implement an automated downsell email sequence that nurtures leads with alternative, accessible solutions. |
Downsell Sequence Timing Guide for Personal Trainers
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Personal Trainer Specialty
Adapt these templates for your specific industry.
Online Personal Trainers
- Offer a digital-only downsell like a custom macro guide, a 30-day bodyweight challenge PDF, or a single-module course on form correction.
- Use video testimonials of clients who started with a smaller program and then upgraded to full online coaching.
- Integrate your downsell offer directly into your booking system for discovery calls, presenting it if the full package is declined.
In-Person Trainers
- Downsell to a single "assessment session" or a "program design only" service without ongoing coaching, allowing clients to experience your expertise.
- Create a small, physical handout or guide (e.g., "5 Gym Hacks") that you can give to prospects who decline, with a subtle CTA for your downsell.
- Offer a "buddy pass" for a single session at a reduced rate, encouraging them to bring a friend and experience your environment.
Group Fitness Trainers
- Offer a discounted "introductory week" or "first class free" pass as a downsell, giving them a low-risk way to experience the group dynamic.
- Create a short, downloadable guide (e.g., "Prep for Your First Class") that includes a soft pitch for a multi-class pass.
- Highlight the community aspect of your downsell, emphasizing how even a few classes can connect them with like-minded individuals.
Specialized Trainers
- Develop a specialized mini-course or PDF guide focused on a very specific pain point within their niche (e.g., "Core Recovery Basics for New Moms").
- Offer a one-time "technique review" session for their specific discipline (e.g., squat form analysis for powerlifters) as a downsell.
- Share success stories of clients who overcame specific challenges using your specialized, smaller programs before committing to full coaching.
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