What's the most powerful marketing tool a fitness coach can have? According to Remi Rory, it's not a polished website or a big ad budget — it's your own story.
On this episode of The PR Bunker Podcast, Don Martelli sits down with Remi Rory, a fitness trainer and nutrition expert who built his coaching business from the ground up — starting with his own personal transformation from being overweight to becoming the person others turn to when they're ready to change their lives.
Remi's journey into fitness wasn't born in a gym — it started with struggle. Having experienced the frustration and emotional weight of being overweight himself, Remi understands his clients in a way that many coaches simply can't. That lived experience isn't just a backstory. It's his most compelling marketing asset.
People don't just want a coach who knows the science. They want someone who gets it — who's been where they are.
This is a lesson that extends well beyond the fitness world. In PR and communications, we talk constantly about the power of authentic storytelling. Remi is a textbook example of it in action.
Building a coaching practice is harder than it looks from the outside. Remi opens up about the day-to-day realities — keeping clients motivated when results are slow, navigating the emotional side of health and body image, and staying consistent yourself when you're responsible for someone else's progress.
But the rewards, he says, make it worth every difficult conversation. Watching a client hit a milestone they once thought was impossible — that's the fuel that keeps coaches going.
One of the most practical takeaways from this conversation is how Remi thinks about social media. Too many brands and entrepreneurs use their platforms purely to broadcast — posting content and hoping it lands. Remi takes a different approach, using social media as a two-way channel to genuinely connect with his audience, answer questions, share real moments, and build relationships before anyone ever becomes a client.
For anyone trying to grow a personal brand — in fitness, PR, or any service-based business — that distinction matters enormously.
Perhaps the most interesting part of the conversation is when Remi reveals his vision for scaling his business. Rather than chasing the typical path of online courses or a massive digital funnel, Remi is building something more experiential — wellness cruises that bring clients together in a community setting.
It's an approach that prioritizes depth over volume, relationships over transactions. And in an era where people are increasingly craving real human connection, it's a smart bet.
Remi is candid about the role networking has played in his growth. The fitness industry, like most industries, runs on relationships. Who refers you, who vouches for you, who puts you in the room — these things matter as much as your credentials.
His advice: show up consistently, be genuinely curious about others, and play the long game. Relationships built with patience and authenticity always outperform cold outreach.
This conversation is ostensibly about fitness, but the principles Remi lives by are universal. Lead with your authentic story — vulnerability builds trust faster than any credential. Use social media to connect, not just broadcast. Think about scaling in ways that deepen relationships, not just grow numbers. And invest in your network before you need it.
Whether you're a fitness coach, a communications professional, or a business owner trying to grow your brand, Remi's approach is worth studying.
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