For personal trainers and other fitness professionals, your ability to be a top-notch fitness leader in the field can no longer be established solely on your ability to help clients see results. In addition to being able to inspire people to get off the couch and get moving, educating client’s on the latest fitness trends and research findings, and possessing the knowledge to develop fun, innovative and effective fitness programs, it is now a necessity to incorporate social media into your business plan. To say the competition is fierce is an understatement – a quick Google search of ‘personal trainer Ontario’ yields well over a million results. So how is a privately owned studio or personal trainer to get a lead on the pack? Social media. Not just engaging in social media but using metrics to ensure that you are getting value for your efforts. In preparing for her participation in the 2013 ITU World Championships, Amy Moss-Archambault, a dedicated triathlete and personal trainer faced a quick learning curve to fulfill social media contractual obligations with sponsors. “Six years ago Twitter was really successful for my goals,” she said noting the model of stream of consciousness and earlier use of hashtags allowed for unique and powerful posts. Today, the Twitter climate has changed and so has Ms. Moss-Archambault’s business focus. The busy mom of 3 is no longer focused on sponsorships but now operates the very popular TriMom Fitness Studio in Millgrove, Ontario. She uses her earlier leap into social media to engage with her clients and further develop the Tri-Mom community primarily through the use of Facebook and Instagram.