With the busy January period already in full flow, gyms and PTs alike are working flat out to attract new clients, with celebrity trainer Matt Roberts seemingly leading the charge.

Roberts, who counts Prime Minister David Cameron and comedian Michael McIntyre among his clients, has been a ubiquitous media presence since the new year began.

The fitness advocate popped up on BBC Radio 2 this morning (5 January), putting breakfast host Sara Cox through her paces and offering exercise advice for those looking to get in shape for 2015.

This followed the launch of his new exercise column for the Mail On Sunday, which hit newsstands yesterday. By way of introduction, Roberts wrote of his experiences working with Cameron, as well as other high profile clients, noting that it’s essential for people from all walks of life to make time for exercise.

“I want to use this column to give advice and answer questions not just from those who are already bitten by the exercise bug, but from those who are not yet but sense that they perhaps should be,” he wrote.

“Being well is often a matter of choice – choosing to do something active, or choosing not to have a glass of wine every night. I understand it's often easier said than done. But I hope to give you a solid push in the right direction.”

Roberts leads Twitter followers through an early-morning workout

Roberts also penned a number of other fitness features for magazines over the festive period, as well as taking to social media to get people active. On Saturday (3 January) the PT led his Twitter followers through a live early-morning workout, tweeting instructions and step-by-step photos during an hour-long session from his Matt Roberts City studio in central London.

Roberts, who has been a personal trainer for more than 20 years, seems to be turning words into action. In an exclusive interview with Health Club Management magazine – from the April 2014 edition – he urged the industry to take a more personal approach if it wants is to engage the public.

“It’s not about gyms any more. It’s about people, about professionals,” Roberts said. “I believe it’s about great professionals delivering great information in any setting, with the gym being just one of those.”

Presciently – in light of his new column – Roberts also touched on the industry’s relationship with the media during that HCM interview.

“Right now, I think the media – and our message to the media – has too much of a focus on ‘eight best ways to get your bum ready for the beach’ or ‘getting your six-pack back after Christmas,’” he added.

“We have to focus on long-term health, and we need to provide medical back-up to drive those messages home.”

Is Matt Roberts on to a winner or are there other ways to engage the public? We’re eager to hear how exercise professionals are innovating to make the most of the January rush. Let us know what you’ve been up to by emailing: [email protected]