Why an SMS Marketing Workflow Running Coach Businesses Rely On Outperforms Email

Email open rates for fitness businesses average 20-25%. SMS open rates hit 98%. Read time: under 3 minutes for most texts. When you send a race week reminder or a flash promo for your coaching program, texts get seen. An SMS marketing workflow running coach businesses build drives immediate action - because the message lands in the one place runners always check.

The challenge is compliance, timing, and content. Send too many texts and people opt out. Send the wrong message at the wrong time and you annoy your audience. A fitness virtual assistant builds the workflow, writes the messages, manages the schedule, and keeps you compliant with SMS regulations.

Setting Up the SMS Infrastructure

Your VA handles the technical setup before a single text goes out:

  • Platform selection. Twilio is the standard for custom SMS workflows. For simpler setups, GoHighLevel includes built-in SMS. Your VA evaluates your needs and recommends the right tool. If you already use GoHighLevel for your CRM, adding SMS there keeps everything in one system.
  • Dedicated phone number. Your VA registers a dedicated business number (local area code or toll-free). Texting from a business number looks professional and keeps your personal number private.
  • Opt-in compliance. This is critical. Your VA sets up proper opt-in forms on your website, lead magnet delivery pages, and coaching application confirmations. Every form includes clear language: "By entering your number, you agree to receive text messages from [Your Name] Coaching. Reply STOP to unsubscribe." Your VA ensures compliance with TCPA regulations.
  • Contact segmentation. Your VA creates segments in your SMS platform: current clients, past clients, leads (not yet clients), group run members, and race-specific segments. Different messages go to different groups.
  • Auto-reply setup. They configure automatic responses for common keywords: STOP (unsubscribe), HELP (support info), and custom keywords like RACE or GROUP for specific opt-in campaigns.

Setup takes 3-5 hours. Your VA tests the entire system - opt-in, message delivery, opt-out - before you text anyone.

Five SMS Campaigns That Work for Running Coaches

Race Week Reminders

The highest-engagement campaign you can run. Your VA builds a 5-text sequence for clients with upcoming races:

  • 7 days out. "Race week! Taper is going well. Here is your race week checklist: [link]. Reply with questions."
  • 3 days out. "Carb loading starts today. Stick to familiar foods. Check your gear tonight."
  • Night before. "Bib is pinned. Shoes are ready. Get 8 hours tonight. You have done the work."
  • Race morning. "Today is your day. Trust the training. Start conservative, finish strong. Text me your time after!"
  • Day after. "Recovery day. Easy walk, lots of water, celebrate. When you are ready, let's plan your next goal."

Your VA schedules these based on each client's race date. In GoHighLevel, they build this as an automation triggered by a custom field.

Training Tips

Weekly or biweekly texts with one actionable tip:

  • "Quick tip: Run your easy runs 30-60 seconds slower than you think. Recovery pace builds your aerobic engine."
  • "Hill repeats this week? Find a 4-6% grade, 60-90 seconds up, jog down. 6 reps. You will feel the difference in 3 weeks."
  • "Hydration check: Weigh yourself before and after your long run. Every pound lost equals 16 oz of fluid to replace - see the ACSM hydration guidance for context."

Your VA writes a month of tips at a time, pulls from your coaching methodology, and schedules them. Short, specific, useful. No links needed - the value is in the text itself.

Group Run Announcements

If you host group runs, SMS is the fastest way to communicate:

  • Weekly reminders. "Saturday group run: 7 AM at Memorial Park trailhead. 6-8 miles, mixed paces. Bring water. Rain or shine."
  • Last-minute changes. "Route change today - construction on the greenway. We will start at the lake parking lot instead. Same time."
  • New member welcome. "Welcome to the crew! First group run is free. Show up Saturday at 7 AM, introduce yourself to anyone in a blue shirt."

Your VA sends these 24 hours before the run and handles RSVPs if you cap attendance.

Flash Promos

Time-sensitive offers delivered via text convert at high rates:

  • "48-hour flash: Join the spring marathon group by Friday and save $200. Only 4 spots left. Details: [link]"
  • "Holiday special: Gift a 1-month coaching trial to a running buddy for $99 (normally $199). Link: [link]. Offer ends Sunday."
  • "Early bird closes tonight: Fall 5K program starts Sept 1. Lock in your spot at the early rate: [link]"

Your VA writes the promo text, sets up the offer page, schedules the send, and follows up 24 hours before the deadline with a reminder.

Re-engagement Campaigns

Past clients and cold leads need occasional nudges. Your VA sends:

  • 90-day check-in. "Hey [name] - how is the running going? Training for anything this season? Reply and let me know."
  • Race season opener. "Fall race season is here. If you are eyeing a race and want a structured plan, I have 3 coaching spots open. Reply PLAN for details."
  • Milestone texts. "Happy 1-year anniversary since your first marathon! How has the last year of running been?"

These texts feel personal because they are short, direct, and timed to meaningful moments. Your VA uses CRM data to trigger them automatically.

SMS Content Rules for Running Coaches

Your VA follows these guidelines for every message:

  • 160 characters or less when possible. Shorter texts feel personal. Longer texts look like marketing. Your VA edits ruthlessly.
  • One call to action per text. Reply, click a link, or show up. Never all three.
  • Send between 9 AM and 7 PM local time. Your VA schedules all texts within this window. No early morning or late night sends.
  • Maximum 4-6 texts per month for non-clients. Leads get fewer messages than active clients. Your VA enforces this frequency cap.
  • Always provide opt-out. Every promotional text includes "Reply STOP to unsubscribe" or the platform adds it automatically.

Measuring SMS Performance

Your VA tracks these metrics weekly:

  • Delivery rate. Should be 95%+. If it drops, your VA checks for invalid numbers and cleans the list.
  • Opt-out rate. Under 2% per campaign is healthy. Above 5% means you are sending too often or the content is off.
  • Click-through rate. For texts with links, target 15-30%. Much higher than email.
  • Reply rate. For conversational texts (check-ins, race day), 20-40% reply rates are common. Your VA logs replies and flags ones that need your personal response.
  • Revenue attributed to SMS. Your VA tracks promo codes and links unique to SMS campaigns so you know exactly how much revenue texts generate.

For a deeper view into the texting layer of training, see the email marketing automation playbook your running coach VA runs to keep both channels reinforcing each other.

FAQ

How much does SMS marketing cost for a running coach? Twilio charges about $0.0079 per text sent. GoHighLevel includes SMS in its plan with per-message costs. For a list of 500 contacts getting 4 texts per month, expect $15-25/month in messaging costs plus your platform subscription. It is one of the cheapest marketing channels available.

Will people actually opt in to texts from a running coach? Yes. Runners want timely, actionable information - race reminders, training tips, group run details. Your VA adds SMS opt-in to your lead magnet delivery, coaching onboarding, and group run sign-up. Opt-in rates of 30-50% are common when the value proposition is clear.

Can I text my existing email list? No. You need separate SMS consent. Your VA creates an SMS opt-in campaign sent to your email list. "Want race week reminders and training tips via text? Opt in here: [link]." This builds your SMS list from your existing audience legally.

How is SMS different from push notifications? SMS does not require an app. Every phone receives texts. Push notifications require the runner to download and keep your app. For most running coaches, SMS is simpler, more reliable, and higher reach.

Should I use SMS for current clients or prospects? Both, but with different content. Clients get training reminders, race week sequences, and check-ins. Prospects get tips, event invites, and occasional promos. Your VA segments the lists and writes appropriate content for each group.

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