Building Trust in Communities

Building rust within communities means actively engaging with groups, events, or online forums where your potential clients gather, creating opportunities to build relationships, showcase your expertise, and increase your visibility.

Genuinely interacting within communities involves more than just showing up to try and find customers—it’s about becoming an active and trusted member of the groups, events, or forums where your potential clients gather. For example, participating in a local running club’s weekly meetups not only increases your visibility but also allows you to build authentic relationships with potential clients. Similarly, attending triathlon expos or cycling workshops gives you the opportunity to interact directly with people who are passionate about endurance sports.

Online forums or social media groups can also be powerful, as answering questions and offering valuable advice demonstrates your expertise and willingness to help. The key is to identify where your ideal clients are and engage meaningfully, focusing on building trust and rapport over time.

Online vs Offline

Online communities offer scale and convenience—you can connect with people across the world from your home, participate in ongoing conversations, and build a presence through consistent engagement. However, they can lack the personal connection and trust that come more naturally through face-to-face interaction. Offline communities, on the other hand, allow for deeper, more immediate rapport but require more time and physical presence. The best approach often involves blending both: leveraging the efficiency of online interaction while reinforcing trust through occasional in-person touchpoints.

Avoid Self Promotion

Networking within communities works best when you focus on contribution rather than self-promotion. People are drawn to those who are genuinely helpful and willing to share their expertise. Avoid pitching yourself directly in these spaces—trust that if you provide value, people will visit your profile to learn more about you. Save self-promotion for your profile or a private conversation. Additionally, be cautious when posting links; only share them as part of specific, well-thought-out answers to questions, not as your initial post. Many online communities frown upon overt self-promotion, so always prioritize building trust and providing value.

Where to Find Communities

Online

• Facebook Groups (e.g., triathlon, marathon, or cycling-focused groups)
• Reddit communities like r/running, r/triathlon, or r/cycling
• Strava clubs and discussion threads
• Discord servers for endurance athletes
• LinkedIn groups for endurance coaching or sports professionals
• TrainingPeaks community forums
• Zwift events and related discussion boards

Offline

• Local running or cycling clubs
• Triathlon expos and endurance sports events
• In-person workshops or seminars on training and nutrition
• Fitness studios or gyms that host endurance-specific classes
• Community races, park runs, or charity fitness events
• Local meetup groups for athletes or coaches
• Sports retailers that host events or training sessions

Key Takeaways

• Networking is about contributing value, not promoting yourself.
• Focus on building authentic relationships and trust by being helpful and sharing expertise.
• Engage meaningfully in online forums, local events, and social media groups where your ideal clients are active.
• Use your profile as a place to showcase your services, rather than directly pitching in discussions.
• Post links sparingly and only when they genuinely add value to a specific question or topic.

Next Steps

• Find out where you ideal clients hang out in person and online and hang out there too.
• For online communities craft your profile carefully. This is where you can promote yourself and you business.
• Schedule this as part of your daily or weekly tasks. Like most things in this guide, consistency is also key for this strategy.

More in this series

1. Finding Coaching Clients Through Partnerships
2. Social Proof and Testimonials
3. Content Marketing
4. Facilitating Free Challenges
5. Free Consultations
6. Email Marketing
7. Hosting Live Webinars
8. Community Networking (This post)
9. Paid Advertising ... Coming Soon