Women’s History Month commemorates the achievements and struggles of women throughout history and casts a light on the evolving roles and burgeoning presence of women. The fitness industry serves as a prime example of this evolution.

Historically, the fitness world mirrored many other sectors, with men predominantly occupying the roles of personal trainers, health coaches and group instructors. Today, women are participating in fitness at higher rates and stepping into roles of leadership and influence as personal trainers, health coaches and business owners while continuing to overcome barriers to success.

The Female Fitness Experience

Initially, women’s involvement in fitness was relegated to specific segments, such as aerobics or women-only gyms, reflecting broader stereotypes and societal expectations of the time. These roles, while important, represented a narrow view of women’s capabilities.

As the decades passed, the fitness industry began to see a gradual change fueled by shifting societal attitudes and women began to assert their presence, breaking through stereotypes and redefining what it means to be a fitness professional.

Maria Luque, PhD, MS, CHES, ACE-CPT, ACE-FNS, educator and founder of Fitness in Menopause, says that, as a fitness professional with over two decades of experience in this industry, and exclusively working with women for over 10 years, she’s witnessed a remarkable transformation in the industry’s approach to women’s roles as personal trainers and health coaches.

“Initially, there was a prevalent stereotype that women were primarily clients rather than leaders in the fitness space,” Luque says. “However, there has been a significant shift towards recognizing women as knowledgeable and skilled professionals in this field, a change that should inspire and motivate all of us.”

Judi Sheppard Missett is a quintessential example of female innovation and leadership. In 1969, Missett founded Jazzercise, a dance-based fitness program that seamlessly blended jazz dance with exercise, strength training and stretching. 

Missett, who is worth around $100 million, has turned her brainchild into a global empire, encouraging women to embrace entrepreneurship within the fitness industry.

Other examples of women who are making inroads in fitness entrepreneurship and leadership are ClassPass founder Payal Kadakia, whose net worth is at least $60 million, and Robin Arzón, the Vice President of Fitness Programming at Peloton, who has emerged as a prominent figure and highly popular instructor for the brand.

The Gender Pay Gap

Women in the fitness industry often confront gender biases that undermine their professional credibility and contribute to pay disparities compared to their male counterparts.

For instance, female personal trainers and health coaches may face skepticism regarding their expertise and physical capabilities, a challenge seldom faced by men. These biases can extend to compensation, where, despite equal qualifications and responsibilities, women frequently earn less. 

A 2021 salary survey from the The Personal Trainer Development Center (PTDC), found that women, on average, earn 68% of what men earn for substantially similar work. In the personal training world, the gap is even larger, with female personal trainers earning 66% of what male personal trainers make, with male survey respondents reporting an annual average income of $54,514, while female respondents reported an average income of $35,945.

Irene Lewis McCormick, MS, personal trainer and award-winning educator, says the conversation about gender biases and pay disparities is not unique to the fitness industry; it’s a nationwide issue affecting various professions, where the quality of service is becoming more important than the mere hour spent delivering the fitness service. She advocates for a shift in the fitness industry’s compensation structure. 

“I would like to move away from a time-based model to one that recognizes the value of the fitness pros’ experience and expertise,” McCormick says.

Women Are Not Small Men

Another relevant angle when it comes to women overcoming barriers is in exercise science research and how women have been underrepresented. This is important because good program design hinges on available research and education.

Susane Pata, NASM content strategist and global master instructor, is eager to help change that conversation.

Pata’s journey of discovery led her to the work of Dr. Stacy Sims, a figure who has become synonymous with innovation in the field of female athletics. Pata reflects on her initial encounter with Sims’ research and the realization that there was “someone out there focused on the female athlete.” 

According to Pata, Sims has opened new avenues for “discussions about female athletes: their health, performance, wellness and longevity—all in new ways based on the latest research” and highlights a popular quote from Sims: “women are not small men,” a simple yet powerful statement that challenges longstanding biases in sports science. 

This assertion not only emphasizes the biological differences between men and women but also marks a significant shift in how female athletes are perceived and studied.

“She is now putting conversations about the female athlete on the table—conversations and comparisons that were never there before,” Pata notes. 

Pata also admires athletes like Tia-Clair Toomey. The discourse surrounding Toomey, whether it involves criticism or praise, “makes a space at the table for female athletes,” showcasing their undeniable talent and dedication.

Pata ties these observations to a broader narrative of gender equality and collaboration in sports.

“So whereas obvious physiological gender differences exist, women like these are showing that you can have a seat at the table with men,” Pata says.

Opportunities Ahead for All

The demand for personal trainers and fitness instructors has surged over the past decade, with the Bureau of Labor Statistics projecting a 15% growth between 2019 and 2029. This expansion is set to add approximately 57,600 more trainers over the next 10 years, suggesting the growing influence of women in the industry. 

Pata encourages other female fitness professionals to take advantage of the upswing and to keep learning. 

“Knowledge is power, and … it is highly advantageous to go in armed with knowledge and never be complacent,” she says. “Just because you took one certification does not mean the learning stops there. It never ends.”

For women new to the industry or who need advice, Pata suggests they “try a little bit of everything” because it can “inform future decisions, especially those in it for the long game.”

McCormick, an industry veteran, says that while there are trailblazing women who have taken on significant roles and have been recognized for their contributions, the fitness industry still has a long way to go to achieve gender balance; perhaps particularly in executive roles. 

“The representation of women in leadership positions in the fitness industry is a topic of concern,” McCormick says. “According to a survey, 47% of men work in leadership roles in fitness compared to only 36% of women. Men comprise 70% of gym owners and women account for 29%.”

Luque is encouraged by the changes she sees in the industry but agrees that there is more work to be done, echoing McCormick’s perspective. 

“As more women enter the fitness profession, there’s a greater emphasis on inclusivity, diversity and recognizing the unique needs and experiences of women in fitness and health coaching,” says Luque.

“These shifts not only provide more opportunities for women to thrive professionally but also contribute to a more balanced and inclusive fitness industry that better serves the diverse needs of all individuals, regardless of gender,” she adds.

The post How Women Are Redefining Fitness on Their Own Terms appeared first on Athletech News.

With a healthy dose of enthusiasm and discipline, Ashley Paulson serves as an example of how joy and consistency forge the path to fitness achievements. Paulson has turned her passion for running into a vibrant testament, and at the heart of her career lies the intersection of fun and serious training. 

Paulson’s venture, Ashkickn Training, helps people embrace a lifestyle where every workout is a celebration of progress. With each stride, race and training session, Paulson sets records and inspires countless individuals to push beyond their limits, proving that with passion and perseverance, every goal is within reach. 

Athletech News spoke with Paulson about her colorful approach to training, outrunning the competition, and making every mini milestone an unforgettable journey of discovery and challenge. 

This conversation has been lightly edited for clarity and length.

Athletech News: Can you share the most pivotal moments that helped you make the transition from being a professional triathlete to health coach and trainer?

Ashley Paulson: My journey into professional athletics began more as a gradual shift rather than a singular moment. Teaching fitness classes built a solid foundation for me. I officially transitioned to a professional triathlete in 2016, after I had my fourth child. Despite not having a traditional athletic background or college education, I managed to earn my pro card. This experience has been incredibly fulfilling, serving as a role model for my children as well as other women, showing them that it’s possible to achieve significant goals even as a mother.

Initially, I wasn’t as interested in hybrid coaching or personal training. I thrived on the energy of group fitness, interaction and collective motivation. It wasn’t until about 10 years ago that I began focusing more on personal training, primarily online. This has taught me the importance of sharing my passion for fitness and the possibility of making a significant impact, regardless of one’s starting point. 

ATN: What inspired you to create the Ashkickn Training model, and how do you see it evolving to meet the needs of fitness enthusiasts at all levels?

AP: The inspiration for Ashkickn came from hearing how others began their fitness journeys as a result of something I said. This kind of feedback and the changes I saw in people’s lives fueled my desire to expand and help more individuals. It’s incredibly motivating to hear about the positive shifts in someone’s body or lifestyle because of fitness. 

I see Ashkickn evolving alongside our understanding of fitness and aging. When I ran my first marathon at 19, the idea of being in the “Masters” category at 40 seemed like a different league, suggesting a slowdown. However, I’ve found myself getting faster in my 40s. Advances in knowledge about the body, combined with technology, allow us to push ourselves further and remain in our prime for longer. The perception of age in fitness is changing, with individuals over 40 achieving what was once thought impossible for their age group. 

ATN: How are you involved in integrating more human elements into online training programs using artificial intelligence (AI), and why is this important to you?

AP: Being involved with iFIT’s AI Coach (beta) has been an incredible experience, especially because the team wanted input during the testing phase to ensure the feedback didn’t come across as robotic. As personal trainers, we aim to preserve a sense of personal connection with the athletes, adding a human touch to the automated messages. It was important to convey care and emotion, adjusting based on the athlete’s performance and needs, rather than issuing generic, impersonal directives. 

This personalized approach can significantly enhance an athlete’s training by making smart adjustments that cater to their current state, helping them stay injury-free and active across all ages. I advocate for treating everyone as an athlete because it positively influences their mindset, encouraging them to stay engaged and avoid sidelining themselves after missing a workout. The goal is to guide users gently, advising them it’s okay to slow down or adjust their routine as needed, providing comfort and the feeling of having a coach right there with them.

ATN: You humorously note that you “eat dessert first.” Can you share your overall philosophy on nutrition and how you incorporate this into training plans for your clients?

AP: People often find it amusing that my sugar intake is notably higher than many athletes are accustomed to. However, as an endurance athlete, sugar is a primary fuel, providing necessary quick energy. It’s not just about consuming sugar; I advocate for a balanced approach, emphasizing that it’s okay to enjoy treats in moderation while maintaining a nutritious diet. 

Nutrition is vital, but it’s also deeply personal. What works for me may not work for everyone. Some may thrive on low-carb diets, while others might find them restrictive. It’s about finding what works for your body and lifestyle. My father’s mantra of “life’s short, eat dessert first” has always resonated with me, reminding me that enjoying life—and your food—is just as important as following a strict nutrition plan.

ATN: You offer plans that are not just about physical workouts but also about creating an enjoyable experience. How do you stay innovative and keep your programs engaging and effective?

AP: Staying connected with my community is crucial. I engage actively in social media and personal interactions, especially at races, to understand individuals’ stories and motivations. This personal touch allows me to tailor training plans that are not only effective but also resonate with people’s lives and schedules. By listening and adapting to each person’s unique situation, I ensure my training plans are personalized, keeping motivation high and making every goal achievable, no matter the lifestyle or constraints involved. 

ATN: How do you plan to expand the reach and impact of Ashkickn to inspire and support more individuals in their fitness journeys?

AP: My major goals revolve around continued presence and lifelong learning. I plan to expand the reach and impact of Ashkickn by consistently showing up, both in the digital world and at in-person events, while staying educated on the latest in fitness and wellness. This approach isn’t rooted in a desire for financial gain but from a genuine passion for what I do. I believe that by continuing to share my journey, enthusiasm and knowledge, I’ll naturally attract and inspire more individuals to embark on or maintain their fitness journeys. 

The foundation is my love for this work, which I would pursue regardless of compensation. This passion drives me to remain engaged and enthusiastic, debunking the myth of inevitable burnout despite my extensive participation in races and fitness activities. Hearing people’s stories and seeing the impact of my work fuels my motivation and reiterates the importance of what I do.

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In the contemporary business landscape, characterized by its relentless pace and technological saturation, the well-being of executives often takes a backseat to the pursuit of success. 

This imbalance, highlighted in a Deloitte study where nearly 70% of C-suite leaders considered leaving their positions for more health-supportive roles, underscores a critical need: the integration of health coaching into executive leadership development. 

Enter Janelle Trujillo of Auburn, Washington, a wellness specialist in the executive health coaching space, whose work not only enhances individual well-being but also promotes a positive trickle-down effect within organizations. 

A Personal Journey Into Executive Health Coaching

Trujillo’s entry into the health coaching niche was spurred by observing the intense pressures faced by her husband, a growth-minded executive. This personal insight led her to an undeniable conclusion: for executives to truly excel, a foundation of robust health is non-negotiable. 

“Witnessing the impact of healthy habits on my husband’s performance was a revelation,” Trujillo shares, underscoring her holistic approach to coaching that marries physical well-being with peak professional performance.

Compelling evidence supports the significant return on investment (ROI) of executive coaching, with studies showcasing an average ROI of 5.7 times the cost. Such statistics highlight the tangible benefits of incorporating wellness programming into executive development strategies, including enhanced productivity and efficiency.

Trujillo’s coaching philosophy centers on the undeniable link between physical health and an executive’s ability to lead effectively.

“One of the things that I focus on in my coaching is habits, the day-to-day details of what my clients think and do,” she says. “It’s a comprehensive approach that addresses the physical and mental rigors of executive life. When health is compromised—be it through inadequate sleep, stress or poor dietary habits—it’s not just the individual who suffers; the entire organization feels the impact.” 

3 Pillars of Executive Health

The cornerstone of Trujillo’s program is the focus on three specific habits that have a profound impact on leadership performance: nutrition, sleep and alcohol consumption. She emphasizes the importance of maintaining stable blood sugar levels through regular, healthy meals—a challenge in the back-to-back meeting culture of the corporate world.

“Fluctuations in blood sugar can lead to energy crashes, difficulty focusing, and impaired judgment,” Trujillo warns, highlighting the direct correlation between nutrition and cognitive function.

Sleep and alcohol consumption are equally vital areas of focus. The benefits of adequate rest are clear, while moderating alcohol intake can significantly improve mental clarity and overall performance.

Trujillo’s clients face a range of health-related challenges, from weight gain and metabolic issues to chronic fatigue and elevated stress levels. Her approach goes beyond surface solutions, diving deep into the root causes of these problems.

“Once a client can understand what the root causes of the problems are, then I help them establish new systems,” Trujillo elaborates. This tailored, in-depth process demands time and commitment, but the outcomes speak for themselves. 

Executive coaching has been shown to significantly improve not just business-related outcomes, but also personal development areas such as increased self-confidence and enhanced work performance, relationships and communication skills. These improvements are crucial for executives, whose roles demand high levels of cognitive function, decision-making capabilities and interpersonal skills.

Advice for Aspiring Executive Health Coaches

Now is a prime time to enter the field. The overall health coaching industry is witnessing substantial growth, with an estimated 128,000 health coaches in the U.S. earning an average yearly salary of $55,220. 

This growth is supported by endorsements from mainstream media and recognition from healthcare organizations, signaling a broader acceptance and integration of health coaching into traditional healthcare and corporate wellness programs. The American Medical Association’s approval of a new Category III CPT code for health coaching, for example, marks a significant step towards recognizing health coaches as essential contributors to the healthcare team.

For health coaches looking to enter the executive coaching niche, Trujillo advises a keen understanding of what motivates this demographic.

“Learn what drives executives,” she says. “Get involved with your community and offer workshops to organizations who are open to learning about how focusing on your health can improve your overall business.”

This transition requires a shift from instructing to guiding—a challenging but rewarding evolution.

Trujillo’s work underscores a pivotal message for today’s executives: lasting success is built on a foundation of good health.

As the business world continues to grapple with the challenges of modern leadership, the role of health coaches like Trujillo in supporting executive leadership will only grow in importance. For those at the helm of business, investing in health is not just a personal choice—it’s a strategic imperative.

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With a career that spans over two decades, Rick Richey has donned multiple hats as a certified personal trainer, massage therapist, educator and entrepreneur. His commitment to fitness education and personal training is evident in his roles, ranging from a subject matter expert to an educator, contributing to National Academy of Sports Medicine (NASM) textbooks, and hosting the NASM CPT Podcast.

Richey’s entrepreneurial ventures, including the establishment of Independent Training Spot and co-ownership of RēCover, underscore his professional commitment. Through these endeavors, Richey has created unique spaces for personal trainers and clients alike. D

Drawing from personal experiences, Richey shares powerful stories of client transformations, highlighting the profound impact of tailored fitness programs. 

Athletech News spoke with Richey about his viewpoints on staying relentless and relevant. 

This conversation has been lightly edited for clarity and length.

Athletech News: Throughout your career, you’ve witnessed many changes in the fitness industry. What do you consider the most significant innovation in personal training?

Rick Richey: Undoubtedly, the biggest change I’ve seen in my career has been the shift to online personal training and fitness. This move to virtual experiences, like training sessions via platforms like Mirror or Peloton, has been unparalleled. Even trainers who used to rent space from me have moved their businesses online, a trend accelerated by the pandemic. 

Before, trainers needed physical space, especially in the city. Now, many operate entirely online, finding it unnecessary to return to in-person sessions if they or their clients live outside urban centers.

This digital transformation might not have happened so rapidly without the lockdowns. It echoes the lifestyle Tim Ferriss described in “The Four Hour Workweek” long before the pandemic. Ferriss argued for a work life that’s more about efficiency than hours spent in the office, a concept that’s become our reality. 

ATN: What inspired you to create the Independent Training Spot, and how do you believe it changes the way personal trainers and physical therapists operate their businesses?

RR: There are numerous small gyms out there where trainers pay to use the space, either through a monthly rental or per session fee. This concept wasn’t new when I started, but I noticed a gap in the market for a branded gym that catered specifically to independent trainers. I contemplated creating a space that differed from both the big gym model, where trainers are employees, and the smaller gyms that offer more freedom but lack brand identity.

I envisioned the first branded independent training gym, a place exclusively for trainers to conduct their business. This model doesn’t allow for gym memberships for the public; it’s a professional workspace for trainers, like co-working spaces. We offer the gym, equipment, and amenities needed for a great training session. It’s a business-to-business (B2B) model, where trainers and their clients handle their arrangements, and I facilitate the space.

Aiming for six locations in New York City seemed right, creating an ecosystem where gyms support each other and provide trainers the flexibility to work across multiple locations. This approach took time to become profitable, with our fifth gym breaking even operationally within three months of opening in September 2023.

The challenge was figuring out what I could afford and what the gyms needed. Consulting with trainers about their essentials helped shape the functional, open design of the gyms, focusing on equipment that allows free movement and versatile workouts. This journey involved refining our business model and gym design, based on feedback and trends, to ensure our spaces met the needs of independent trainers and their clients.

ATN: Can you share a particularly memorable success story of a client you’ve trained and what it taught you about the personal training profession?

RR: I had the privilege of training a highly successful neurovascular surgeon suffering from severe back pain, exacerbated by the heavy lead bib he wore for radiation protection during surgeries. Despite previous experiences with trainers, he sought strength and back protection, expressing fear of further injury.

Recognizing the importance of meeting his needs, I focused on gentle, effective exercises that avoided stressing his core initially. We embarked on a regimen of spinal mobility drills, complemented by a daily routine he diligently followed. This approach not only alleviated his back pain but significantly improved his quality of life, allowing him to work and live without discomfort.

This transformation from being the least functional version of himself to reaching a level of functionality he hadn’t experienced in years was profoundly rewarding. It underscored the importance of tailored training programs over generic, aesthetic-focused workouts. True success in personal training lies not just in changing how someone looks, but in enhancing how they live their lives, free from pain and limitations. 

ATN: As host of the NASM CPT Podcast, what have been some of your most insightful or surprising discussions?

RR: The NASM CPT Podcast is designed for certified personal trainers and offers insights from an NASM lens. It also aims to solve real-world problems within the fitness industry. A notable episode discussed the use of GLP-1 drugs like Ozempic, addressing both its medical necessity for individuals like me, a diabetic, and its controversial use for minor weight loss. 

This episode sparked significant discussion, leading to a MarCom award win, highlighting its impact beyond just fitness advice. It’s crucial to acknowledge the broader implications of such treatments, including potential muscle tissue loss and bone density degeneration, alongside their benefits. This episode underscored the importance of informed use, especially when life-changing medications become co-opted for vanity, which personally resonated with me and stood out as a particularly impactful conversation.

ATN: Where do you see the future of the fitness industry heading, especially considering the evolving landscape of health and technology?

RR: Over the past decade, there’s been a significant trend towards boutique fitness, which has seen many of these specialized studios being consolidated under larger entities. This phenomenon has essentially come full circle, transforming back into the all-encompassing gyms we were familiar with before the boutique boom. 

Despite this, I predict a resurgence of interest in larger, traditional gyms that offer both gym facilities and classes in a single location.

However, boutique fitness won’t disappear; its ability to provide higher compensation makes it attractive to class instructors and personal trainers seeking better earnings and more autonomy than what conventional gyms offer. This adaptability reflects the dynamic nature of fitness professions and the ongoing quest for fulfilling career paths within the industry.

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The American Council on Exercise (ACE) and Precision Nutrition are introducing the AI Bootcamp for Coaches, an on-demand, self-guided online course that trains health and fitness professionals how to integrate artificial intelligence (AI) tools into their businesses and client interactions.

The comprehensive, eight-module bootcamp utilizes AI tools like ChatGPT and DALL-E 3 to teach coaches techniques for creating highly personalized client resources, crafting impactful marketing content and streamlining business operations for maximum efficiency. 

The modules guide coaches through diverse AI skillsets catered to the fitness space, beginning with a strong grounding in the basics and possibilities of AI usage. Subsequent modules focus on leveraging AI tools to attract ideal clients, tailoring products and services, and producing streamlined wellness programs.

“Health and exercise professionals who learn to successfully leverage AI will place themselves at a significant competitive advantage,” says Cedric Bryant, ACE president. “It stands to elevate the personal training experience, making it more data-driven and potentially more successful in promoting health and well-being.”

Unique, highly practical features include using AI as a coaching simulator and receiving personalized feedback on simulated client interactions to hone skills before real-world implementation. For this benefit and many others, Lauren Shroyer, ACE’s vice president of product innovation, says that AI is an essential emerging tool. 

“This course allows tech-savvy coaches to strategically enhance service delivery and efficiency through AI integration,” Shroyer says. “It directly meets a growing market demand for more efficient, data-driven coaching methodologies that can provide clients with a customized, premium experience.” 

The curriculum is guided by Precision Nutrition’s elite Master Coaches, who blend technical and coaching expertise. This strategic partnership differentiates AI Bootcamp for Coaches from other generalized AI resources and tool-specific educational materials currently on the market.

With consumer demand for hyper-personalized health and wellness solutions driving fitness and AI’s projected valuation growth from $7.8 billion in 2022 to a potential of $30.6 billion by 2030, the course puts coaches adopting AI integration at a potential advantage moving forward. 

Enrollment for ACE’s AI Bootcamp for Coaches opens next month.

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At the forefront of the battle against obesity, a panel of exercise physiology and weight management experts presented a session at the 2024 IDEA & ACSM Health & Fitness Summit, February 22-25 in Chicago, to explore the integration of GLP-1 medications into exercise programming. 

The session, “Understanding Contemporary Anti-Obesity Medications and the Role of the Exercise Professional,” shed light on the synergistic relationship between GLP-1 medication therapy and exercise for weight management, and explored challenges fitness professionals face when working with clients who take an anti-obesity agent.

GLP-1s & Programming Considerations

The session, presented by John Jakicic, PhD, Robert Kushner, MD and Renee Rogers, PhD, offered multifaceted perspectives on the complexities surrounding GLP-1 medications and their implications for fitness professionals. Panelists highlighted that these medications are not indicated for modest weight loss. 

Kushner, a seasoned obesity medicine physician and medical director of the Center for Lifestyle Medicine at Northwestern Medicine in Chicago, said that anti-obesity medications are “highly effective for the treatment of obesity,” and can help control appetite.

He stressed that these medications should be used under the supervision of a doctor and are meant to be part of a comprehensive weight management plan that includes diet, exercise and behavioral therapy.

As people lose weight on new anti-obesity medications, a concern is emerging that a significant portion may be lean mass, which has been misconstrued by some as specifically being muscle mass.

Jakicic, a research professor in the Department of Internal Medicine in the Division of Physical Activity and Weight Management, University of Kansas Medical Center, said it’s important to clarify that a change in lean body mass does not necessarily reflect the change in muscle mass. Muscle is only one component of lean mass, he said, and muscle mass has not been measured in any studies at this point, although he indicated that it was currently being researched.

Health and fitness professionals should be careful about making claims that programming can stop or attenuate lean mass and muscle mass loss for clients who are taking anti-obesity agents, according to Jakicic.

GLP-1s & Behavior Change

Rogers, senior scientist at the University of Kansas Medical Center and chair of ACSM’s Strategic Health Initiative on Behavioral Strategies, brought attention to the behavioral barriers faced by people on anti-obesity medications, including self-efficacy (confidence) issues. She stressed the need for fitness professionals to create inclusive environments that prioritize individual health goals over weight-centric programming. 

“By fostering partnerships with prescribing healthcare providers, fitness professionals can play a pivotal role in supporting clients on their weight loss journey,” Rogers said. 

A key point from Rogers’ research, which she touched on during the session, was that many people experience stigma directly and indirectly from fitness and other health professionals for using these medications, which discourages some people from seeking exercise support. 

“This creates an opportunity for the fitness industry to create welcoming and accepting spaces,” she said, underlining client-centered programming over method-centered programming where the client’s personal health goals are emphasized over weight loss. 

“This is also a critical time for developing partnerships with healthcare providers who prescribe these medications so their patients can incorporate exercise and physical activity into treatment plans,” she said, adding that the goal is to become a trusted member of the obesity treatment team. 

The Future of GLP-1s in Fitness

In light of the ever-growing prevalence of obesity and the increasing adoption of GLP-1 medications as a treatment modality, the insights gleaned from the 2024 IDEA & ACSM Health & Fitness Summit panel hold implications for the future of GLP-1 usage. 

Rogers said that most clinicians prescribing these medications can only recommend that their patients engage in exercise, but it is the fitness professional who can make this a reality. 

“This starts with understanding how these effective agents work and are properly prescribed, staying up on the science of obesity care, and being accepting of clients who choose to take these medications,” she said, adding that fitness professionals are the “special sauce” and they have the skills and knowledge to help clients find joy in movement, feel comfortable and safe when starting a new program, and develop health-related goals beyond what happens to the number on the scale.” 

The 2024 IDEA & ACSM Health & Fitness Summit panel was part of a larger event that merged IDEA Personal Trainer Institute and the ACSM Health & Fitness Summit in a reimagined, new conference. ACSM’s 2024 Annual Meeting is happening May 28-31 in Boston and 2024 IDEA World is set to take place July 10-14 in Los Angeles.

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The fitness industry’s benchmark for excellence is continuously shifting, highlighting the critical need for fitness professionals to stay informed. Fitness education and certification is on the cusp of a new era, fueled by technological innovation, evolving client expectations and a deepening comprehension of wellness.

Ahead of IHRSA 2024 and other upcoming fitness industry trade shows, Athletech News spoke with leading organizations shaping the industry’s future, including the American College of Sports Medicine (ACSM), American Council on Exercise (ACE), International Sports Sciences Association (ISSA) and National Academy of Sports Medicine (NASM). These players are driving innovation by launching new products, services and initiatives designed to improve fitness professionals’ skills, employability and influence.

As we step into 2024, the blend of technological advancements, a focus on wellness over traditional fitness training, and the introduction of innovative programs and tools promise to redefine professional excellence in our industry. 

ACE Commits to AI Education & Community Building

The American Council on Exercise (ACE), founded in 1985, provides NCCA-accredited certifications, continuing education and evidence-based health information. Sarah Beavins, ACE’s Vice President of Sales & Marketing, said that ACE is dedicated to keeping health and exercise professionals equipped with timely, relevant information, and named artificial intelligence (AI)/fitness technology as one area of focus in 2024.

She referenced a recent report from Future Data Stats in which the global AI in Fitness and Wellness Market was valued at $7.80 billion in 2022, and is expected to grow at a CAGR of 20.5%, reaching $30.56 billion by 2030.

“AI can be an assistive tool in developing personalized recommendations and adaptive programs for clients, and all exercise professionals and health coaches should understand the ins and outs of this emerging technology,” Beavins said. “AI also has the power to help health and exercise professionals run a more efficient business, while growing and maintaining their clientele.”

Another area of focus for ACE is building a unique community where health and exercise professionals have a trusted, safe place to connect. Beavins mentioned the recently launched ACE Pro Connect 2.0 app, which “allows like-minded health and exercise professionals to share ideas, talk through pressing issues and gain insights to build their career.”

Beavins also highlighted ACE’s goal to create timely educational content that helps exercise professionals and health coaches navigate the evolving landscape of weight management and GLP-1 drugs and announced that ACE will be offering a 200-hour yoga certification this year. 

ACE is also actively working to ensure that those in the LGBTQIA+ community experience a welcoming and inclusive fitness environment. The organization offers several EDI education resources, including courses, webinars and LGBTQIA+-specific live conversations so fitness professionals will be equipped with not just the knowledge but the tools to serve individuals who have not always felt welcome in a health or fitness setting.

ISSA Focuses on Wellness Coaching, Recruitment

Since 1988, the International Sports Sciences Association (ISSA) has been working on its vision to connect 100 million people to the power of healthy living by 2030, with a focus on service, promoting wellness, and fostering connections.

ISSA’s Chief Growth Officer, Craig Bradley, said that this year marks a significant shift towards embracing optimal wellness, strongly supported by ISSA’s commitment to health coaching. 

“In the fourth quarter of last year, we expanded our portfolio by acquiring Health Coach Institute along with other prestigious brands in the wellness education space, signaling our dedication to this growing field,” Bradley said. “Data suggests that consumers are increasingly prioritizing wellness and fitness, with interest in these areas outpacing traditional fitness training by a substantial margin. This indicates a clear preference for holistic health and life coaching over conventional training methods that focus mainly on physical exercise.”

Bradley also mentioned the development of a recruitment solution tool, launched last year, designed to connect ISSA graduates with potential employers. 

“We’ve observed a strong demand from the industry for such a streamlined recruitment process,” said Bradley. “This platform showcases our graduates, featuring their profiles, qualifications and locations. With approximately 3,000 trainers graduating monthly, many are actively seeking career opportunities, particularly within their local communities. This system allows us to directly address the industry’s demand for qualified trainers by offering direct access to a pool of newly certified professionals.”

Of note, ISSA is also expanding its highest enrollment course offerings in Spanish, recognizing the global diversity of its audience.

NASM Launches Comprehensive Membership Program

The National Academy of Sports Medicine (NASM) has been educating fitness professionals for over 35 years, and offers a range of science-based training programs and strategies.

The company recently launched a membership program called NASM One, a response to the growing realization that achieving and maintaining health is a multifaceted endeavor that demands a deep understanding of nutrition, mental health and the ability to leverage technology to achieve better outcomes. 

“NASM One brings together multiple tools and exclusive resources to support fitness professionals’ personal development, professional growth and career longevity,” said Mike Fantigrassi, MBA, MS, senior director, product development. 

“At launch, NASM One features over 300 continuing education courses, four career education courses, how-to and trending topics guides, the EDGE app, member discounts, CPR/AED certification, and unlimited access to NASM fitness experts.” 

NASM has also updated its Performance Enhancement Specialist (PES) course, which is designed for performance-minded coaches.

“The PES combines critical thinking with a deep understanding of exercise science to tailor training that minimizes injury risks and maximizes athlete potential,” Fantigrassi said. “With a focus on individual athletes, the course integrates real-world coaching insights and the latest in sports psychology and recovery science.”

NASM has included new chapters on communication and youth training, alongside evidence-based injury prevention, which Fantigrassi said ensures (fit pros are) equipped to support both the physical and mental aspects of athletic performance.

ACSM Offers Enhanced Training Programs for the Modern Era

The American College of Sports Medicine (ACSM) was established in 1954 and has grown into a global sports medicine and exercise science organization, with more than 50,000 international, national and regional members, all committed to promoting healthier lifestyles.

Francis Neric, MS, MBA, associate vice president of certification and credentialing, said that ACSM continues to advocate for efforts to raise the bar for health fitness industry certification through its professionalization efforts, including third-party accredited certification, requiring accredited exercise science degrees to sit for its highest level certifications, and the national registration of exercise professionals.

In 2024, ACSM turns its efforts toward career advancement and healthcare referrals. ACSM recently launched new Inclusive Fitness Specialist, and Physical Activity and Public Health Specialist designations. Additional ACSM offerings scheduled for launch in 2024 include a Youth Exercise Specialist and a Cancer Exercise Specialist, developed in partnership with the American Cancer Society, with more options planned to be introduced later this year.

“ACSM has converted its specialty certifications (written exams only) into educational certificate programs,” said Neric. “Educational certificates are advanced training programs that extend a certified professional’s capabilities to practice in specialized fields. These fields either: (1) are emerging areas with limited and/or ongoing research, or (2) require additional training, knowledge, or skill to safely and effectively work with clients or patients, taking into account unique considerations.”

The post The Future of Fitness Education & Certification appeared first on Athletech News.

Competition is fierce in the fitness industry, and client expectations continue to rise. What sets the best coaches apart? This question lies at the heart of a two-year study conducted by Precision Nutrition and Change Maker Academy, led by John Berardi, PhD. 

Delving into the personalities and behaviors of over 5,000 health and fitness professionals, the study reveals five key traits shared by the most successful coaches in the industry. The analysis deciphers what distinguishes health and fitness coaches, and the factors that will most likely help them succeed.

A Look at Methodology

Researchers gathered demographic data — location, level of education and income level — from thousands of health and fitness professionals. They assessed participants’ personalities and aptitudes using the scientifically validated Caliper Profile, an in-depth personality assessment that measures both behavioral traits and intellectual abilities. Currently, it measures 22 traits that have been shown to be relatively stable over time. 

Berardi, who founded Precision Nutrition, says the initial spark for the study came from learning how the NBA’s Toronto Raptors were using personality profiling to evaluate draft picks, demonstrating the practical applications of such tools in team dynamics.

“Impressed by Caliper’s data and its potential applications in various business sectors, we incorporated their profiling tools in our recruitment process as our company grew. This approach not only facilitated hiring but also enhanced management and teamwork strategies,” Berardi says.

The research was parsed through thousands of data points to distill the essence of what makes a coach truly effective and successful. The findings, encapsulated in a detailed 23-page report, shed light on the common personality traits among top-performing coaches while also offering an in-depth look at the broader coaching industry. 

What personality traits and characteristics are helping health and fitness coaches get ahead, and what characteristics should employers seek when recruiting? A summary of the five characteristics offers insight.

Trait One: Assertiveness

Successful coaches use assertiveness to communicate effectively, set clear expectations and motivate their clients. But it’s not about being domineering; it’s the ability to assert one’s expertise and guidance with confidence and clarity. 

Assertiveness allows coaches to convey their ideas, expertise and feedback clearly and confidently, fostering an environment where open dialogue and mutual respect thrive. It’s neither passive nor aggressive; instead, it strikes a balance by acknowledging and respecting both the coach’s and the client’s needs and rights. 

The report underscores the significance of assertiveness in avoiding misunderstandings, setting clear boundaries, and navigating challenging conversations, such as discussing unpaid fees or providing tough feedback, all while maintaining a positive rapport and mutual respect with clients.

Trait Two: Level-Headedness

The ability to remain composed under pressure is crucial in the fast-paced fitness environment. Coaches who maintain their calm can make informed decisions, provide stable guidance, and navigate the ups and downs of client progress with grace.

Level-headedness, as identified in the study, refers to the capacity to remain calm and maintain a steady disposition. This trait enables fitness professionals to navigate the inherent challenges and stresses of coaching with composure and rationality.

In coaching, level-headedness facilitates a constructive environment where critical feedback can be given and received, decisions are made judiciously, and the coach-client relationship is fortified against the stress of rigorous training. 

High scorers on this scale demonstrate an ability to approach both every day and high-pressure scenarios without emotional reactivity, which can derail decision-making and client trust. Conversely, those with lower scores may struggle to manage their emotional responses.

Trait Three: Empathy

Empathy is the bridge that connects a coach’s expertise to their client’s personal journey. This trait allows coaches to understand and relate to their clients on a deeper level, supporting a trustful, safe relationship that can weather the challenges of personal transformation. 

The significance of empathy in coaching directly impacts a coach’s ability to encourage open communication and vulnerability. This connection is crucial for personalizing coaching strategies that resonate with clients’ unique experiences and challenges, leading to more effective and sustainable behavior change. While innate to some degree, empathy can be developed and refined. 

Berardi says that, overall, the report’s findings didn’t particularly surprise him; however, an unexpected insight was the role of empathy in coaching effectiveness and financial success. 

“Contrary to the assumption that higher empathy might impede objective decision-making, our findings suggest a ‘sweet spot’ where moderate empathy enhances coaching effectiveness without compromising personal boundaries or emotional resilience,” Berardi says. “This nuanced understanding of empathy challenges common narratives about the traits necessary for entrepreneurial success, suggesting that a balanced level of empathy can contribute to both effective coaching and financial prosperity.”

Trait Four: Urgency

A sense of urgency drives successful coaches to prioritize tasks and keep both themselves and their clients focused on the end goals. Urgency ensures that progress is consistent and that motivation remains high. 

“This trait corroborated the often-touted self-help mantra that action trumps ideas, providing empirical support for the notion that a proactive approach to goals is a determinant of higher earnings in the health and fitness sector,” Berardi says.

High scorers in urgency are characterized by their drive to act promptly, making them adept at handling tasks efficiently. This trait is particularly advantageous for health coaches, where the ability to make decisions and execute actions promptly can significantly impact a client’s progress and satisfaction. 

A balanced sense of urgency can catalyze enhanced planning and time management skills, which are crucial for fitting in future goals, business ideas or educational opportunities. However, the study advises against unbridled urgency, as it can result in poor decision-making and setbacks.

Trait Five: Investment in Ongoing Education

While not a Caliper trait, one of the most powerful correlations the study observed was that health and fitness coaches who spent more money annually on their continuing education also made more money.

“Investment in ongoing education emerged as a crucial factor for success,” Berardi says. “This trait showed a strong correlation with both increased income and professional satisfaction among coaches. The study found that coaches who allocate more resources annually towards their continued learning not only enhance their earning potential but also significantly outperform their peers in client retention and satisfaction.” 

The study suggests that coaches who pursue further learning not only broaden their knowledge and skills but also gain added credibility and an increased scope of practice.

Next Steps for Application

Berardi is hopeful that the information in the report will help decision-makers refine their approach to education, recruitment, professionalism and more. 

Future trends in the health and fitness industry, according to Berardi, revolve around adapting to technological advancements, including artificial intelligence, refining hiring and training processes, and learning from other industries. 

“These trends highlight the importance of balancing traditional coaching skills with new technological competencies, ensuring that professionals are equipped to meet the changing demands of the industry,” he says. “The industry must adopt more structured frameworks and best practices for hiring, inspired by the mature approaches of adjacent fields. This approach does not require reinvention, but rather adapting proven strategies to the unique context of health and fitness.”

Read the full report from Precision Nutrition and Change Maker Academy here.

The post The Top Character Traits of Successful Fitness Coaches appeared first on Athletech News.

Paulo Barreto embodies a unique style of compassion and tenacity. Specializing in high-intensity interval training (HIIT), bodyweight mechanics and kettlebell exercises, the iFit trainer brings a unique blend of rigor and support to his coaching style. Often described as a “sour patch,” he combines the toughness necessary for physical endurance with a warmth that encourages and motivates his clients.

His approach to fitness goes beyond traditional methods, emphasizing the transformative power of disciplined, high-energy workouts. Barreto’s philosophy centers on the idea that fitness is not just a physical journey, but a gateway to overall life improvement, building both physical strength and mental toughness. This approach breeds loyalty among clients.

With his wife and business partner Hannah Eden of Hannah Eden Fitness, Barreto continues to inspire and challenge individuals to reach their full potential, overcome obstacles, and lead a healthier, more dynamic life.

Athletech News spoke with Barreto about his approach to training, client retention and motivation.

 This conversation has been lightly edited for clarity and length.

Athletech News: You specialize in HIIT, bodyweight mechanics and kettlebells. How do you incorporate these techniques into personalized training plans, and what benefits do they offer compared to traditional training methods?

Paulo Barreto: As much as fitness and training are vital parts of living a more vibrant life, I understand they can sometimes be the most challenging commitments one makes to oneself. By this, I mean that typical life chores and daily to-dos tend to take priority when choosing to carve out 30 or more minutes per day to dedicate to moving your body.

I like to incorporate intense and diverse workout routines where we can use a mix of strength compound movements with explosive and powerful exercises to get the most out of a workout in 30 minutes or less.

A wise man once said, “The best workout is the one that keeps you coming back.” So, I’ve found that breaking the monotony of slower and more boring routines with fast-paced workouts that require minimal equipment — such as bodyweight exercises and one heavy kettlebell — works well to keep my athletes engaged and eager for more. It helps eliminate the “barriers to entry” if all you need is a 6×6 area in your living room and one piece of equipment you keep under your bed. With fewer excuses, we achieve more.

ATN: Given your experience, you must have encountered clients with various obstacles and limitations. How do you approach these challenges, and what strategies do you employ to help clients overcome them?

PB: The most common limitations I’ve encountered are self-limiting beliefs. To overcome these, it’s crucial to help the athlete reframe the view they have of themselves in their mind. Changing their perspective requires them to feel safe and supported. 

Fitness is about becoming vulnerable in order to become stronger. We must first understand what we lack and what we need, and then know what we have to do to improve. It’s about creating a safe space where clients can cut through their excuses and truly understand the underlying reason they choose to temporarily suffer and work hard. This process fosters accountability and encourages consistency.

ATN: Your coaching style is described as a blend of toughness and support. How do you balance these elements to create a supportive yet challenging training environment?

PB: Support during the process is essential so that the athlete feels they don’t have to figure out the next steps alone. However, toughness is also necessary to hold them accountable. As humans, we often seek the path of least resistance, which can involve deceiving ourselves. If you ask any conscious individual whether an active lifestyle would improve their lives, I’d argue that the vast majority would say “yes,” yet most choose the opposite.

We manufacture lies and excuses to remain complacent and comfortable. Allowing a client to continue this behavior means you’re no longer equipped to guide them toward choosing the harder path. Therefore, I focus on fostering extreme ownership in my clients, helping them become true to who they are and what they need to do to become who they want to be. Being tough doesn’t mean being cruel, loud, or excessive; it means empowering their stronger self to take the lead in what they do next.

ATN: Your 75-mile paddleboarding journey across the Atlantic was both a physical and mental feat. How do you translate personal achievements into motivational tools for your clients?

PB: Completing a 75-mile paddleboard journey across the Atlantic, from Bimini to Florida, was a challenge that took me around 16 hours. Initially, I struggled to stay on my board and, in hindsight, my ocean training wasn’t entirely sufficient. Yet, I took on the challenge with the mindset of “I will figure it out,” although the figuring-out part took much longer than expected.

We launched our boards at 12:30 am, navigating the pitch-black ocean amidst a mix of excitement and fear. With every stroke, I grappled with thoughts of sharks and other marine life potentially swimming beneath me. My mental toughness was tested every minute, and my fortitude broke down several times, forcing me to rebuild it repeatedly.

The thought of quitting crossed my mind more times than I can recall, as my mind conjured up creative justifications for not completing the journey. Nevertheless, I kept paddling. It taught me many lessons, but perhaps the most impactful was that the only way to fail is to quit. This lesson applies to fitness, life, relationships and business – you can never fail if you just keep on paddling. This is the motivation and perseverance I aim to instill in my clients.

ATN: How do you and Hannah integrate the belief that fitness leads to a better life into your business model and translate that to your clients?

PB: Fitness laid the foundation for everything we have today in our lives and business. It was in the gym where we learned the power of delayed gratification, the importance of working consistently day in and day out, with the understanding that the compound effects would manifest later down the road. It’s where we realized that if we follow a plan and show up as our most formidable selves, giving our best effort, then achieving our goals becomes not a question of if but when. These traits are transferable to all aspects of our lives.

This journey begins with temporary suffering, leading to becoming a stronger human on the other side. The lessons we’ve learned are universal, even though their applications can be endless. Hence, our passion lies in igniting change in as many people as we can reach. We want them to discover these lessons for themselves and to strive for what they once thought was unattainable.

This philosophy has profoundly impacted our client base, encouraging them to see fitness not just as a physical journey but as a transformative life experience.

The post Trainer Talks: iFit’s Paulo Barreto Blends Intensity & Empathy appeared first on Athletech News.

Eighteen years ago, when Scott Tobin embarked on his fitness journey as a personal trainer, he was fueled by a fiery passion to transform lives through health and wellness. Little did he know, he would help catalyze the expansion of one of America’s fastest-growing boutique gym franchises — Burn Boot Camp.

Burn Boot Camp offers a unique group fitness experience that blends strength training and conditioning high-intensity interval workouts in a 45-minute session. The boutique fitness brand emphasizes inclusivity and mental as well as physical strength, welcoming members from all backgrounds.

Tobin’s narrative goes beyond individual and career achievements; it encompasses the inspiration of others and the promotion of comprehensive fitness and community development. His contributions surpass routine gym operations; he plays a key role in defining the Burn Boot Camp essence and the brand’s profound effect on lives.

Passion & Purpose

Tobin’s initial steps in the fitness world were marked by a profound passion for personal training. This began with a focus on helping people achieve their fitness goals. His early career laid a solid foundation for his understanding of fitness, client needs and the dynamics of the industry.

“I love the results members get; that’s everything to me,” Tobin says.

His transition to Burn Boot Camp in Raleigh, North Carolina, eight years ago marked a life-changing moment in his career. Here, Tobin’s talents and dedication found a new avenue for expression. He played a crucial role in growing the Raleigh location from its early stages, showcasing his ability to inspire, lead and innovate. His success is a blend of personal training expertise and business acumen that he acquired along the way, studying, asking questions and learning from mistakes.

This success eventually led Tobin to become a franchise partner. His role expanded from managing a single location to being part of a broader vision, scaling the philosophies and practices that had brought him success on a local level. Now, he operates 12 locations.

While Tobin still considers himself primarily a personal trainer, he has learned to migrate his training philosophy to management. Currently, Tobin oversees about 215 employees, 32 in upper management positions.

“Now that I’m a franchise partner, I’ve transferred the energy I put into members to taking care of my employees as best as I can,” he says. “I am an advocate of top-down management and believe it starts with me and trickles down. If your employees are happy, they’ll bring that energy, excitement and passion to the members.”

Tobin admits it took some time to place the right individuals in each position.

“We grew rapidly and explosively, and I made multiple mistakes. Learning from these mistakes is crucial. Losing employees, for instance, is often a sign of a mistake,” he says. “Understanding what makes a good fit and then managing multiple locations effectively is about finding the right people for the right roles. Once you have a strong team, success is much more attainable.”

Tobin tells his team, from middle management down, that their success is as good as their weakest link and he uses a feedback loop to continually offer and receive constructive feedback.

“If I’m training at an A-plus level, I need all my trainers to be at that level too,” he says. “Otherwise, how can we succeed if a member’s first experience is subpar?”

Franchise Alignment

Burn Boot Camp’s mission, deeply resonant with Tobin’s beliefs, revolves around empowering members not just physically, but also mentally and emotionally. The brand’s philosophy extends beyond traditional fitness paradigms, fostering a holistic approach to wellbeing, evident in the supportive community that each location nurtures.

This supportive community is not just a byproduct of the training programs but a carefully cultivated aspect of the brand’s ethos. It’s a place where members motivate each other, celebrate milestones, and share struggles, creating an environment where fitness is a shared journey rather than an individual pursuit.

“I believe that as a member, you need to find what’s right for you,” Tobin says. “Some people love our approach, while others prefer different styles. Then there are those who dislike gyms altogether and prefer at-home options. In the fitness industry, our focus should be on working together. I advocate that if your gym is failing, it’s not because of your competition; it’s due to other factors.”

Tobin expresses deep-rooted commitment to Burn Boot Camp, crediting co-founders Devan and Morgan Kline for creating a supportive environment.

“They’ve created not just a business but a family – the kind of family I needed, not necessarily the one I wanted, which is a significant part of what makes Burn Boot Camp so special,” Tobin says. “This sense of loyalty and community is what fuels my passion.”

Facing Business Challenges Like an Athlete

Each new gym Tobin opens, including those during challenging times like the COVID-19 pandemic, reflects commitment and adaptability. Despite the challenges, Tobin’s leadership ensured that the Burn Boot Camp brand not only survived but continued to thrive and expand.

Tobin shares how he faced the challenges of opening new locations while managing existing ones during 2020.

“Back in April 2020, I was into triathlons, and I remember going on a bike ride. About 20 miles in, watching the sunrise, I had a moment of clarity. It was either make it or break it. I could either excel and continue growing at a fast pace or fail and face bankruptcy. It was one of those ‘aha moments’ where you realize you can’t stress about what you can’t control; you have to live in the now.”

Tobin focused on what he could do to remain successful.

“I decided to read some business books and take time for myself,” he says. “We shifted to virtual, merged gyms and ran about nine live camps a day through Zoom. Financially, it was a hit for me, but that was secondary. The key was that we could still offer the community the experience they valued, just in a virtual format.”

Tobin says this tough period highlighted, once again, that Burn Boot Camp was more than just a gym.

“We lost money, sure, but it wasn’t crippling. It allowed us to keep running and eventually reopen and grow. It took us a couple of years to get back to our pre-2020 levels, but it was a chance to be humble, to recognize that everything can change in an instant. It was also an opportunity to grow, to identify and fix flaws in our business system.”

The Future of Fitness

Looking ahead, Tobin’s vision includes continued expansion and deeper community impact. He’s focused on trends that appeal to members, such as strength training and the ongoing desire to train with others in a team atmosphere that fosters connection.

“We were ahead of the curve, promoting weightlifting, especially for women, in an industry where cardio was dominant,” he says. “We’ve been teaching heavy lifting without the fear of bulking up, emphasizing proper nutrition. And it’s incredible to see the transformations, especially in women who’ve become incredibly strong. Other gyms are now catching on to the importance of weightlifting for results.”

Fitness technology is also high on Tobin’s list, and he’s excited about Burn Boot Camp’s recent app, launched in October 2023.

“It’s live, on-demand, covering everything from our daily workout protocols to yoga, recovery, stretching and more,” he explains.

Tobin’s advice to others who want to own a fitness franchise is to focus on passion, resilience and the willingness to learn and adapt.

“Choosing the right franchise is crucial,” he says. “We often seek perfection, but reality is filled with imperfections, errors and challenges, especially when a business is growing rapidly. These growing pains are real, but the beauty is in growing together, facing issues both as a franchise and at the headquarters level.”

The post How This Personal Trainer Mastered the Art of Fitness Franchising appeared first on Athletech News.

In a shift from pandemic-era outcomes, the American College of Sports Medicine’s (ACSM) 2024 Worldwide Survey of Fitness Trends indicates a move back to in-person fitness experiences while continuing to emphasize the role of technology in the fitness industry. The annual survey highlights evolving consumer needs and the sector’s adaptive responses.

Initiated in 2006, the ACSM’s annual survey has historically been a reliable predictor of fitness industry trends, reflecting shifts in societal attitudes and technological advancements. The 2024 version collated insights from nearly 2,000 professionals across the fitness industry, including personal trainers, exercise physiologists and group exercise instructors

The 2024 survey showcases an array of upcoming trends, with a notable emphasis on boutique fitness studios and subscription-based memberships. This signals a departure from the previous focus on online training and home gyms, which gained prominence during the pandemic. 

Here are some other trends highlighted in the report:

Wearables Continue To Lead

Wearable technology leads as the top trend, signifying a strong consumer interest in personal health data and fitness tracking. Wearable technology has ranked in the top three since 2016, highlighting the growing popularity of devices that track health metrics like heart rate, calories burned, and sleep. 

“We know that social support is one of the strongest predictors of exercise self-efficacy,”  said A’Naja Newsome, Ph.D., ACSM-CEP and survey spokesperson. “It is important for exercise professionals to leverage the capabilities of wearable technology to improve adherence and autonomy for clients.”

Corporate Wellness Is Top of Mind

Coming in second is a newcomer to the top ten list – worksite health promotion. Companies are increasingly investing in health-promoting initiatives, such as providing access to fitness facilities, organizing employee wellness programs and offering health education workshops. By integrating these health-focused strategies into the workplace, employers are acknowledging the profound impact that a healthy workforce has on the success and sustainability of their organizations. 

Grace De Simone, wellness director, Wyckoff Family YMCA, Wyckoff, New Jersey, has over 20 years of experience in the corporate wellness sector. She says that people returning to the office post-COVID may be driving this heightened attention on workplace wellness. 

“People are more anxious and cautious than ever,” says De Simone. “Employers are providing wellness education and programs, including coaching, mental health awareness and training, meditation, yoga, and physical activity. Full-time employees spend a third of their day at work, whether it’s at home or in the office. The opportunity for preventive and impactful services for their health is an enormous and important initiative.”

Older Generations Embrace Fitness

The third spot belongs to fitness programs tailored for older adults. As more Baby Boomers enter retirement, this group is focusing more on staying active and independent. The 65-plus population increased 38% from 2010-2021 and is projected to keep rising over the next two decades. Regular exercise enables older adults to maintain health and independence as they age.

Debbie Bellenger, owner, DB Fitness and Wellness Solutions, Campobello, South Carolina, says it’s crucial for fitness professionals to acquire specific training and development around working with older adults. 

“We need to closely follow longevity research and understand that this demographic expects more than just physical health – their whole well-being is key,” says Bellenger.

“Learning about common age-related health conditions, fall prevention, balance and mobility issues allows us to develop appropriate programs,” she adds. We should use age-appropriate cues, music and relatable communication styles. Pre and post assessments help monitor client progress.”

Bellenger advised that, looking forward, the industry needs to grasp concepts like recovery timeframes to avoid overtraining older adults. 

“With rising neurodegenerative diseases, we have to recognize symptoms and customize plans accordingly,” she says. “Loneliness is another huge factor, so facilitating social connections within groups can directly impact wellness. We need the tools to support older adults in finding purpose post-retirement.”

More Top Trends

Other trends in the top ten indicate a focus on using tech and customized programming to improve mental and physical wellbeing. Mobile apps, exercise for mental health, and personal training all made the list. There is also a push for policy changes to increase access and affordability of qualified exercise professionals.  

De Simone, who is also a mental health first aid instructor serving the corporate wellness population, pointed out that in the first year of the pandemic, the global prevalence of anxiety and depression increased by 25%, according to a scientific brief released by the World Health Organization (WHO). Just two weeks ago, the WHO declared loneliness a global health threat. De Simone encourages fitness professionals to get a Mental Health First Aid credential to help meet clients’ needs. 

“The hope is that this combined publication, and the addition of trend categories, will allow (people) to understand trends predicted to drive the health and fitness industry here in the U.S. and abroad,” said Newsome.

View the full 2024 ACSM Worldwide Fitness Trends report here.

The post Wearable Tech, In-Person Fitness Continue To Rise in 2024 appeared first on Athletech News.

Hannah Eden first made her mark as a CrossFit athlete in 2013, showcasing remarkable determination and skill. Her career took a turn in 2015 when she, alongside her husband Paulo, launched PumpFit Club, a premium boutique gym in Fort Lauderdale, Florida.

Amassing nearly 500,000 Instagram followers, Eden has successfully partnered with leading brands, harnessing her dynamic energy to inspire and motivate a global audience. She works as an iFIT and NordicTrack trainer, introduced the HEF Training App, and launched her own apparel line, FYR Apparel.

Athletech News spoke with Eden about her journey from CrossFit athlete to successful fitness entrepreneur, and her ability to use immersive training to reach people from all walks of life.

The following conversation has been lightly edited for clarity and length.

Athletech News: As a former CrossFit athlete turned entrepreneur, how has your athletic background influenced your business approach?

Hannah Eden: My entry into CrossFit was somewhat accidental, but I approached it with energy. I strongly believe in our immense capacity, and I put all of mine towards achieving the lofty goal of winning the CrossFit Games. Despite my strengths, I also had weaknesses and suffered a back injury.

By that time, I was already coaching my own classes at another gym. I had dedicated every moment to being an athlete, but then I had to face the reality that becoming a top CrossFit athlete wasn’t in my cards. I had this fitness side hustle and thought, “What if I applied as much effort to my fitness business as I did to being an athlete?”

Our first business venture was opening our gym in 2015. I had no business experience, I was just 23 years old, but I brought discipline, structure and goal-setting from my athletic background. If you aim to lift a certain weight, you plan and work towards it. If you fail, you revise your approach and try again. This method of setting goals, planning, and making small, consistent efforts towards a larger objective is a skill I transferred to my business.

ATN: What strategies have you implemented to stand out in the competitive fitness industry?

HE: When I started working with iFit around 2017, I was already doing my own thing, sending out written programming via email, which was the norm at the time. My previous work involved breaking down workouts into parts and leaving the audience to do it on their own. iFit, however, introduced a more immersive approach. We did the workouts together, live, with no cuts or edits.

This format allowed me to be authentic, to admit mistakes and be more human. I believe this approach made a significant impact in the fitness space. More than just showing we are human, this method allows for deeper conversations beyond the typical workout instructions. It forms a personal connection with our audience. While it’s a bit odd because they know everything about me, and I know little about them, it becomes real when we meet during in-person retreats. 

ATN: You’ve organized numerous charitable events. How do you balance philanthropic pursuits with running your business?

HE: I’ve integrated my personal brand with my business, making charitable events a part of what I do. Initially, as I grew on social media, I was unsure of my purpose. The idea of being recognized just for physical attributes or social media presence didn’t resonate with me as a lifelong mission. Then, I realized the incredible reach of my platform. It felt right to use it for something greater than myself, satisfying me personally while raising awareness and funds, and integrating with my business.

A pivotal moment was in 2017 when my best friend passed away from cancer. I wanted to retreat, but I chose to channel that emotion positively. I undertook a mission to cycle and run around Iceland in eight days. This effort aligned with my passion for fitness, my desire to give back and my business interests.

ATN: What are some of the biggest challenges you’ve faced as a fitness entrepreneur, and how have you managed to stay resilient?

HE: The journey as a fitness entrepreneur has been multi-faceted. Firstly, personal branding means a significant part of my life is public. While this was a conscious choice, it’s not without challenges. Not every moment is a high; there are tough times, like the loss I mentioned earlier. It’s crucial to understand my core values and maintain a strong support circle. Over the past 12 years, I’ve learned to establish personal boundaries about what I share and what I keep private.

The second aspect is the pursuit of success in the fitness industry, which brings substantial exposure. I remind myself that playing in the big leagues means facing big challenges too. It’s about staying true to who I am, regardless of external pressures.

Resilience involves not just facing personal and professional challenges, but also adapting to the evolving fitness landscape, especially with the rise of online training platforms and apps. The integration of digital tools into personal training and the impact of this shift on traditional models is another crucial aspect of staying relevant and effective.

ATN: How do you integrate digital tools into your practice, and what impact does this have on the traditional personal training model?

HE: The advent of digital tools has revolutionized the fitness industry. When I started, it was all about in-person or written training; there wasn’t a digital component like video, which has since exploded. This digital shift allows us to impact people globally, reaching far beyond our local communities. It’s empowering to think that our online posts or workouts can help someone in the remotest parts of the world.

As a coach, it has also enabled me to broaden my skills and expertise. The accessibility of online training has allowed me to pursue certifications that might have been challenging to obtain otherwise, like my pre and postnatal certification I did while pregnant.

I’ve learned to adapt my routines to make them accessible and scalable for different fitness levels. As an influencer, people often want to mimic what you do, which can be tricky. By using video, I can provide variations for different skill levels. This approach helps make fitness more inclusive and reduces the risk of injury for those who might feel overwhelmed. 

The post Trainer Talks: iFIT’s Hannah Eden on Forging an Unstoppable Mindset appeared first on Athletech News.

The International Sports Sciences Association (ISSA) has entered into an exclusive partnership with fitness equipment manufacturer American Barbell. The agreement positions American Barbell as the exclusive provider of fitness equipment for ISSA, signaling a notable development in the realm of fitness education and equipment standards.

The partnership extends beyond equipment supply; American Barbell’s training arm, AB Athletics, will now serve as the exclusive live seminar partner for ISSA’s educational programs. These seminars are designed to incorporate practical training with theoretical education, providing ISSA members with hands-on experience using state-of-the-art fitness equipment.

American Barbell, established in 1978, has been a key player in the fitness equipment industry, known for its innovations like the Hard Chrome Olympic Barbell, Urethane Bumper Plate and the Cerakote Olympic Barbell. The company’s products are widely used across professional gyms, universities, and military bases worldwide. The partnership is expected to leverage American Barbell’s manufacturing expertise in tandem with ISSA’s educational reach.

“We are roll-up-your-sleeves people who actually train and believe in truthful fitness,” said Doug Katona, CEO of American Barbell. “ISSA is the ideal complement to helping us give back to the industry with live education that has applications for athletes, young fitness enthusiasts, and the up-and-coming athletes over 50.”

Through the collaboration, ISSA students and partners can now explore exclusive benefits, discounts and additional offerings available through American Barbell in their dedicated student portal.

“We are thrilled to align with American Barbell, solidifying them as ISSA’s official equipment partner. At ISSA, our commitment to providing valuable education for our students is unwavering,” commented Kurt Mangum II, director of strategic and business partnerships at ISSA. “AB Athletics’ live seminars are approved for ISSA continuing education credits, offering members the opportunity for hands-on learning in the United States with industry-leading American Barbell training equipment.”

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As an international coach and educator with over 20 years of experience empowering thousands worldwide, Hayley Hollander is a heavyweight in fulfilling human potential. Her leadership of a $90 million athletic club expansion and many other roles have cemented her expertise. 

Today, Hollander drives transformation through Pivotal, the coaching, education and consulting company she co-founded with Scott Hopson to help people and organizations gain clarity of purpose and develop mastery within their skill sets.

She holds credentials ranging from EXOS Performance Specialist to Gray Institute GIFT Graduate. An IDEA Personal Trainer of the Year finalist, Hollander creates life-changing experiences for her diverse clientele, from pro athletes to kids.

Athletech News spoke to Hollander about her precise, empathetic approach to personal training, the challenges inherent in training professional athletes and how the fitness industry can help solve the youth health crisis.

This conversation has been lightly edited for clarity and length.

Athletech News: What were some of the challenges and triumphs you experienced while serving as fitness director at Midtown Athletic Clubs and overseeing a $90 million expansion project?

Hayley Hollander:  The biggest challenge, metaphorically speaking, was like changing the tire on a car while it’s still running. We had to transform a facility from 35,000 square feet of fitness space into two buildings at Midtown Chicago. We had to close one building, reducing the fitness space to only 5,000 square feet, to accommodate 3,500 members at the time, and still run at 100% capacity with only 50% space.

There were a lot of challenges, including space, staff, and equipment. I had to design programming and opportunities for members to participate with coaches in a way that accommodated their interests, the space, and my staff. We eventually expanded to 400,000 square feet. Renovating and expanding the club meant closing and opening new spaces while under construction. It was a moving target.

My biggest triumph was successfully launching new programs during this stressful time. Another triumph was hiring new staff and training, educating, and keeping them busy. The outcome was that we made a profit while under construction, and at no point did we go into the red.

ATN: Can you elaborate on the founding principles of Pivotal and how the brand reflects your personal vision for the fitness industry?

HH: Pivotal was founded with a sole mission and vision to empower human potential. The name was chosen for its significance – “pivotal” is defined as a critical or vital moment. For many, a pivotal moment can change perspectives and future actions. We applied this concept to the movement space, where to pivot means moving to more than one location before returning to the starting position. Our goal is to help people combine all the key ingredients they need to empower potential in themselves and others.

Pivotal has three main avenues to empower potential. The first is coaching, which includes one-on-one clients, teams, and athletes. Second is education, where we offer live and online training for professionals worldwide, ranging from personal trainers to physical therapists and small business owners. Third, our consulting services are tailored to each client’s needs. Our consulting work varies, from creating innovative learning and training systems and curriculums, to empowering teams to fulfill their potential and drive productivity through leadership development.

ATN: What motivated you to help develop the Youth Movement Certification, and what impact do you hope it will have?

HH: This is a huge passion project that Pivotal is launching in 2024. Our tipping point came from learning about the current state of youth movement and recognizing the urgent need for change. Alarmingly, for the first time in history, our youth are expected to have a lower life expectancy than their parents. Movement, we believe, has an unparalleled influence on the cognitive, social, emotional and biological development of youth.

Currently, one in three children are overweight or obese, a number that has quadrupled since 1980. The reasons for this decline include limited access and opportunity, and negative influences from coaches and parents, leading to a high dropout rate from sports. This, combined with sports specialization, leads to injury risk due to excessive practice, competition and a lack of proper training techniques or understanding of scientific principles. The Youth Movement Certification is designed to change this paradigm.

ATN: What challenges and opportunities have you encountered while consulting for professional soccer teams in Brazil?

HH: In the fitness space, especially as a personal trainer, one often overlooks the intricacies of training athletes in a specific sport. Our work with a professional soccer team in Brazil involves collaborating with performance and strength and conditioning coaches. We focus on enhancing their knowledge and skill sets to deliver programming relevant to their phase and training volume. These coaches work with players ranging from under 10s to the professional teams, both men and women.

Our consultation often revolves around programming different workouts for various phases of the soccer season, which is 11 months long, from late January to early December. During this period, teams may play up to 72 games a year, which means about two to three games a week. Given the multiple competitions they participate in, like professional leagues, Olympics, and world championships, it’s a complex scenario.

ATN: In a competitive industry like personal training, what strategies can trainers use to differentiate their services and programs from others?

HH: To stand out in personal training, I divide my approach into two key areas: experience versus programming.

Focusing on the experience is crucial because people remember how you made them feel, not necessarily what you said or did. As a personal trainer, it’s about creating a connection with your client. It’s understanding where they are emotionally and physically when they walk through the door, and then crafting a session that elevates them from that initial state to feeling great by the end. It’s about building rapport, recognizing their current state, and guiding them to where they need to be.

The key is to align the session with their goals. If someone’s aim isn’t to run a marathon, you wouldn’t have them run on a treadmill. It’s about understanding their goals and creating an experience that aligns with these, rather than just focusing on the right exercises, sets, reps, or equipment. Clients need to feel valued, understood and better than when they first walked in.

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Personal training clients with health savings or flexible spending accounts (HSA/FSA) can now use those funds to pay for sessions on a tax-free basis, thanks to a new partnership between health-focused company Truemed and the National Academy of Sports Medicine (NASM). The deal makes it easier for clients to access up to 40% in additional “free money” to put towards fitness,

This collaboration taps into the $150 billion available in consumer HSA and FSA funds, marking a new direction in how fitness services can be financed.

The partnership provides a way for clients to use tax-free funds for a range of health-related expenses, including gym memberships, exercise classes, equipment, and even wellness products like supplements and sleep aids. These expenses can now be included as qualified medical expenses, contingent on obtaining a Letter of Medical Necessity (LMN) that links these services or products to the prevention or treatment of specific health issues.

“This partnership empowers our community of passionate fitness professionals to extend their impact on a client’s overall healthcare journey,” said Jeremy Guenther, director of business development at NASM. “We’re delighted to deliver a pathway that equips our professionals with a means to help their clients get more out of their investment, while boosting retention rates and expanding their overall reach in the process.”

For personal trainers and wellness product affiliates, this partnership could lead to increased financial benefits. The system is designed to potentially boost average order volumes by 36% and retention rates by 42%, according to Truemed’s data. This increase is attributed to the ability of customers to utilize up to 40% more funds through their HSA/FSA accounts.

The process for affiliates to participate in this program involves signing up with Truemed, receiving a customer link, and then marketing this link to their audience. An independent medical provider will determine if a client is eligible for HSA/FSA funding and, if approved, will issue an LMN so they can use tax-free funds to pay for their fitness and wellness professional fees.

NASM-certified trainers can enroll in the program at no additional cost.

Truemed’s co-founder, Calley Means, emphasized the gravity of this initiative in making personalized fitness programs more accessible and affordable for clients.

“It is important for clients to have access to consistent, personalized exercise programs to support their overall health,” Means said. “We are honored to be partnering with NASM to make HSA/FSA spending on personal training seamless.”

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ABC Trainerize, a mobile and software platform for coaches, personal trainers and fitness companies owned by ABC Fitness, recently unveiled the winners of its 2023 Best Trainer Awards. Presented during the TZ Collective online event in December, these awards recognize the exceptional dedication, client success and business acumen of personal trainers and fitness businesses.

Candidates were shortlisted based on a year’s worth of usage data from the ABC Trainerize platform. Specific metrics assessed included the number of active client members, completed workouts and habits tracked, meal plans created and meals logged, and messages exchanged between trainers and clients. 

Sharad Mohan, chief platform growth leader at ABC Fitness and co-founder of Trainerize, told Athletech News that these award recipients “are actively transforming the industry—and the lives of their clients—and we are proud to celebrate their accomplishments with this recognition.” 

The diversity of workout programs offered and client adherence to these plans were critical factors in determining the top performers across all award categories. This data-driven approach enabled ABC Trainerize to identify coaches and studios with outstanding app engagement.

Best Overall Engagement

Steve Shaw of Massive Iron earned the Trainer of the Year award for stellar client engagement, evident in sending 85,000 messages to clients in just one year. Shaw, an online powerbuilding coach and YouTuber who also specializes in body transformations and ultrarunning, topped a competitive field to take the best trainer honor. 

“I’m extremely excited to receive this recognition,” said Shaw, who considers the app his “coaching rock.” 

“The messaging system alone is worth every dollar to me,” he added. “Communication is my training cornerstone and having the ability to message, view videos, and photos/screenshots all in my feed has allowed me to be ultra-efficient. This feature has allowed me to scale.” 

Studio of the Year

Fit For Golf clinched the 2023 Studio of the Year award, showcasing exceptional service and client dedication. With over 30,000 active clients and more than 157,000 workouts completed, owner Mike Carroll demonstrated significant business growth since 2016. His studio has garnered attention from PGA players due to its niche in golf fitness and its associated app. Carroll said his custom-branded app from ABC Trainerize has been key to his studio’s success.

“The app delivers the programs, scheduling, and tracking that our clients need—and streamlines the business operations side, too,” Carroll said.

Excellence in Fitness, Nutrition & Habits

Kris Gethin Coaching was honored with the 2023 Remarkable Results with Fitness award. Gethin’s unique approach to fitness, featuring diverse programming and creative video workouts, has kept more than 10,000 clients engaged and motivated throughout the year, highlighting his ability to make fitness accessible and enjoyable for a broad audience.

In the nutrition category, Hebe Hiom Coaching emerged as the winner of the 2023 Remarkable Results with Nutrition award. This recognition comes in light of Hiom’s support in helping clients make healthier food choices. With over 200,000 daily meals tracked and a plethora of custom foods and meal plans, Hebe Hiom Coaching has played a pivotal role in guiding clients towards better nutritional habits with the tagline, “Changing women’s lives physically and mentally without fad diets or restrictions.”

Body Smart Fitness received the 2023 Remarkable Results with Habits award. Catering to nearly 700 active clients, they helped facilitate the completion of around 350,000 habits in 2023 alone, and added 14,000 custom habits. Their science-backed approach to focusing on small, consistent actions led to significant results for clients.

Co-founder Jaymie Moran said that the company’s focus is on helping busy women over 30 lose weight, build a healthier lifestyle and regain their confidence. 

“Our unique weight loss program guides [clients] through a proven curriculum with 1-1 coaching support, personalized training plans, weekly check-ins, and community support — all enabled through ABC Trainerize,” Moran said. “We are so happy to be recognized.” 

Rising Star

The Rising Star award of 2023 went to Plant Forged Physique, a newcomer to the ABC Trainerize community with a focus on vegan coaching. Their progress in the first year, marked by the highest average monthly growth rate for new clients, exemplifies the potential of new businesses in the fitness industry. Over 9,000 messages sent to clients further highlight their dedication to client engagement and growth.

View the full ABC Trainerize Best Trainer Awards 2023 here.

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Cori Lefkowith, founder of Redefining Strength, Mission Viejo, California, is passionate about empowering clients through health and fitness.  She opened her dynamic, in-person training facility in 2014, and then started carving her own niche in the industry. Her career growth involved taking traditional gym concepts, making them relatable and extending her influence into the digital realm.

Her journey from launching a local gym to becoming a digital fitness pioneer is a testament to her dedication to her craft. Lefkowith’s philosophy revolves around making fitness accessible, enjoyable and effective for everyone — regardless of their starting point. Her approach goes beyond workouts; it’s about cultivating a supportive community and fostering a deeper understanding of wellness.

Athletech News spoke with Lefkowith about how her original vision of a fitness community evolved into a diverse and expansive operation, and how her personal values and professional strategies have shaped the lives of countless individuals.

This conversation has been lightly edited for clarity and length.

Athletech News: You began with an in-person training facility, which rapidly evolved into multiple successful ventures. Was this always your goal, or was the evolution more of a surprise?

Cori Lefkowith: Initially, my goal was purely the in-person gym. My vision was to create a space where clients could feel empowered, enhancing their health and fitness in a supportive community environment. And I was keen on doing it my way, hence the gym. As a bit of a control freak, I quickly realized that seeing clients for an hour, even up to 5 or 6 days a week, wasn’t quite cutting it. I wanted to extend my support beyond the gym, addressing more than just their workout routines.

This is what led me to start writing blogs, making YouTube videos and developing digital programs. I aimed to provide them with resources and support around the clock, to facilitate change whenever needed. Observing the effectiveness of these tools with my in-person clients, I began to broaden their accessibility online.

At the onset of building the online aspect of the business, I focused on offering ready-made digital programs. However, I soon noticed that I lacked the means to ensure clients were actively using what they purchased. This realization prompted me to create my coaching program. As it grew, I saw an opportunity to help my trainer friends secure fulfilling jobs while providing my clients with the support and attention they deserved. It was a win-win for everyone involved!

ATN: What are the primary obstacles or mistakes that prevent trainers from succeeding?

CL: As trainers, we have a passion for exercise and nutrition. However, not all our clients share this passion, at least not initially. Many come to us feeling overwhelmed, intimidated and bombarded by fad-diet clutter.

A common mistake I see among trainers is attempting to sell these clients on a lifestyle drastically different from their current one, sometimes even instilling guilt, which I believe hinders clients from making a change. This isn’t done intentionally; it’s more about prioritizing what’s “right” over the client’s immediate needs.

Trainers often push standards that don’t seem realistic or sustainable for those just starting out, creating a disconnect that can impede meeting clients where they currently are. This not only limits business growth but also the potential to help people change. The more focused you are on the individual client’s needs, rather than an ideal or where you want them to be, the more effective you’ll be in facilitating their embrace of change.

ATN: You’ve successfully harnessed social media. What resonates with your audience about your content?

CL: The most frequent compliment I hear, which I also strive for, is that I’m “real.” I don’t shy away from being vulnerable or sharing my experiences, nor am I afraid of criticism for my opinions, which may deviate from some industry standards. But I also don’t make my content about me. It’s about normalizing the difficulty of the journey and showing that change is achievable. My approach combines education with a genuine presentation that reflects all facets of the experience.

ATN: Do you have any tips for trainers looking to succeed on social media?

CL: For trainers starting their online journey, I suggest focusing not on themselves or their achievements, but on what they can offer others. Share your knowledge generously, don’t hold back and address the real questions your clients have. Use their language to connect with them, meet them where they are and educate them further as they gain confidence and trust in you.

It might feel like giving away too much for free, but this generosity is what convinces clients that you are the right fit for them. Want to stand out? Give honestly and earnestly of yourself, wow them and show them you can truly be the support they need.

ATN: Is functional fitness still a primary focus of your programs? What about this approach appeals to most people?

CL: Functional fitness remains a central focus of my programming. My aim is for clients to not only look their best but also feel and move their best throughout their lives. I advocate for quality of movement and independence in daily life. However, my definition of functional fitness has evolved. I no longer limit it to specific training methods but see it as an intentional approach to movement and quality. The mind-body connection is crucial. We emphasize proper form and movement patterns, as well as muscle recruitment patterns, to ensure correct execution of movements. While I incorporate specific movements tailored to each client, I do so in ways that align with their preferred training styles.

Consistency is key to results, and people won’t consistently engage in activities they dislike. This approach makes the sessions enjoyable, built on fundamental movements that are beneficial, combined with diverse techniques that keep things interesting and engaging. My goal is to empower clients, ensuring that part of their workout experience is not just about performing exercises but also understanding why they’re doing them.

ATN: Looking forward, can you share any insights on your plans to expand or offer new services?

CL: Our business is in a constant state of evolution, always aiming to align with what our clients need. For 2024, we’re particularly excited about introducing new nutritional programs, developed in collaboration with our expert dietitians, like Michelle Alley.

We’re also planning to extend some of our internal training programs for coaches to trainers outside our organization. I believe being a coach is one of the most rewarding jobs, with the potential to profoundly impact others’ lives. Our focus is to reach clients in ways that genuinely help them achieve lasting changes, and we’re continually adapting our offerings to ensure this.

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The National Academy of Sports Medicine (NASM) has launched a new continuing education course called Mindful Drinking to address the growing interest in mindful alcohol consumption. The comprehensive multimedia course explores a holistic approach to drinking and provides strategies for making intentional choices related to alcohol.

The course delves into alcohol’s influence on wellness pillars like nutrition, sleep, cognitive function and physical activity. Fitness professionals can access useful resources and practical guides for understanding society’s relationship with alcohol, which can inform personal training program design.

“What I love most about the mindful drinking mindset is that it gives my clients more options, not fewer,” says Mallory Fox, DHSc, NASM product marketing manager and a NASM-certified wellness coach.

“Clients often abstain from alcohol as a means to reach their fitness goals; however, when clients feel restricted, they’re more likely to struggle on their journey,” Fox says. “Arming my clients with flexibility and choice helps them reach their goals in a holistic, sustainable way.”

The self-guided offering is based on scientific research and expert input from neuroscientist Jaime Tartar, PhD. It awards 0.4 Continuing Education Units (CEUs) upon completion. NASM developed the course in response to rising trends like “Dry January” and growing demand for non-alcoholic drinks, especially among Gen Z, who in 2022 were the fastest-growing demographic of non-alcoholic-drink consumers. 

As consumers become more conscious about their wellness, this new course provides a pathway to make informed decisions related to alcohol consumption.

“The end goal of the Mindful Drinking course is to empower people with strategies for making choices and changes related to drinking alcohol,” said course author Derek Brown, an NASM-certified wellness coach. “Alcohol often holds a very personal space in people’s lives and the course aims to explore unique ways that we can drink more intentionally.”

NASM expects the course to equip fitness professionals to guide clients exploring mindful drinking. It’s the first continuing education course under the organization’s growing wellness portfolio, which includes Emotion in Motion – Exercise as an Anxiety Intervention, and another course that explores the topic of mental toughness, which highlights key aspects of psychological strength for fitness and sport. 

Additionally, NASM offers a comprehensive wellness coach certification and a variety of specializations tailored for personal trainers that focus on aspects like behavior change and holistic health, designed to enhance client retention.

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Personal trainers looking to make it in the fitness industry have several models to choose from and reference when starting a new business. Most of these choices have been dominated by traditional approaches. Mark Fisher chooses the innovative, non-traditional path.

As the co-founder of Mark Fisher Fitness (MFF), Fisher has distinguished himself not only as a fitness expert but as a transformative figure in an industry often characterized by its adherence to convention.

Operating under the unique philosophy of “Ridiculous Humans, Serious Fitness,” MFF offers a fusion of intensive fitness routines with an element of playfulness and inclusivity. This approach positions the concept as an oasis for those seeking an alternative to the intimidating ambiance typically associated with gyms.

Beyond MFF, Fisher extends his influence through Business for Unicorns, providing strategic guidance to gym owners. He is also an investor in the Alloy Personal Training fitness franchise, which targets the 50-plus demographic, expanding wellness accessibility to a broader audience.

Athletech News spoke with Fisher about his methodologies, which go beyond mere exercise regimens, representing a significant shift in the perception and delivery of fitness services.

This conversation has been lightly edited for clarity and length.

Athletech News: How has MFF’s unconventional approach impacted the traditional fitness industry and, specifically, personal training?

Mark Fisher: I think if people have been exposed to Mark Fisher Fitness, they’ll see how we’ve hopefully expanded what’s possible for a brand. MFF is unique, particularly well-suited for a New York City environment and born from the arts community. It’s clear that this approach isn’t for every fitness business, but from day one, I’ve been interested in how to combine my interest in rigorous personal training and strength conditioning with my community, which initially were Broadway performers.

Now, it’s extended to those in the New York City area who don’t feel traditional gyms speak to them. We aimed to create something colorful and creative, reflecting a preference for not taking oneself too seriously, yet still maintaining serious fitness. My hope is that MFF’s impact has inspired others in the space to think more imaginatively about their brands and to provide quality, serious training products without being overly serious or hardcore.

Although my training was first delivered in a group format, I was adamant about not labeling it as a bootcamp. I’m a trainer who prefers the group format. This approach has been positive for the industry, allowing us to scale the customization and technical mastery of personal training in a business model that’s better for trainers and more affordable for clients.

ATN: What strategies are most effective in personal training to maintain high client engagement and satisfaction?

MF: I’m a firm believer in functional training, which means different things to different people. My approach is influenced by performance enhancement and harm reduction from the strength conditioning world. Functional training is more effective for the general population, focusing on core lifts and movement competence.

Regarding client engagement, it depends on the model. For one-on-one training, the approach might be different, but overall, it’s about creating systems for support both inside and outside the gym. It’s about understanding that different people need different types of support. The basics involve managing client relationships, ensuring no one gets left behind, and using software to help with scaling. Personal touches, like handwritten cards or personalized gifts, are essential.

ATN: What are the key lessons you aim to teach gym owners through Business for Unicorns?

MF: A lot of people initially come to us for help in understanding how to build their businesses; how to let people know they exist, build trust and likability over time, etc., so they can make a compelling offer to hire them, followed by a follow-up and sales process for more substantive engagement. That’s the first half, focusing on acquisition.

The second half, of course, is fulfillment. We need to have the skills to pay the bills. When I think about making an impact with the clients once they’ve entrusted us, I consider client lifecycle, client experience, and coaching.

Keep it simple. Talking about client lifecycle, it includes two things: what happens when you’re not with them, both onboarding and over time. For instance, we discussed having systems for when they’re not with you. Importantly, we also need a thought-out onboarding process to teach people how to work with you, as this will vary based on what people need.

Then there’s the client experience itself. People are buying workouts. We want them to buy programs, training, all of that. But we must deliver on the core service they hired us for, which has two parts: ensuring it’s a good, positive experience they enjoy and confirming the training is competent.

ATN: What are the biggest challenges facing the personal training industry, and how do you address them?

MF: The biggest challenge in the personal training industry has always been the inherent difficulty of fitness itself. We’re not selling a simple, one-time service like a haircut. We’re offering something that’s difficult and non-intuitive for many people.

Moreover, the results from fitness efforts take time to manifest. There are challenges in selling the idea of fitness to the population. However, by making fitness more scalable and affordable, we can lower the entry barrier for the end user and create models that are beneficial for staff, owners, and clients. This approach helps us impact more people across more locations.

There is no specific data that COVID, in fact, actually motivated more people to take fitness seriously over the past few years. As the population ages, I hope more people do take their fitness more seriously. Outside of the business model, a significant part of addressing this challenge is getting good at marketing and sales. It’s about helping people see the potential future they can create for themselves through fitness, and how it impacts not just them but their families and their overall quality of life. It’s about selling a vision and a lifestyle, not just a service.

ATN: What future trends do you foresee in personal training and fitness?

MF: I  believe there will be more focus on small group training. This model balances affordability with a comprehensive solution. It’s more expensive per session than a class but more affordable than traditional one-on-one training. This model works well for a range of clients, including those with entry issues, older individuals, or those who are deconditioned. It allows for customization to work around injuries and address mobility. I’m a huge fan of this model and believe its positive aspects will lead to its proliferation in the industry.

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The Mental Wellbeing Association has just launched the world’s first Mental Well-Being Certification for fitness professionals, available for pre-purchase now. The certification aims to bridge a major gap between mental health and the fitness industry by comprehensively training fitness professionals in the latest evidence-based mental health practices.

The physical aspect of program and class design is only one part of a grounded, holistic approach to helping clients reach their goals. According to the Mental Wellbeing Association, 94% of personal training clients talk to their trainer about nutrition, stress, sleep, and injury. Almost 80% report that they exercise for their mental/emotional well-being, and 89% of peer-reviewed research found a positive, statistically significant relationship between exercise/physical activity and mental health.

The certification is the flagship initiative of the newly formed Mental Wellbeing Association, an offshoot of the John W. Brick Mental Health Foundation, which seeks to challenge traditional notions of mental health treatment through research and training.

Lynne and Victor Brick, co-founders of both organizations, have termed the certification launch a “game changer” for both the fitness sector and mental healthcare at large. They say it will deeply “empower” both fitness professionals and clients.

The 20-hour certification curriculum is online and covers the science behind behavior change, mindfulness practices, social connection, eating well and nutrition, combating discrimination, and more. Instructors hail from leading institutions like Harvard Medical School and Columbia University.

Groundbreaking in its scope and instruction, experts say the certification reflects an accelerating recognition of the link between physical and mental health – and the fitness industry’s potential role.

“Everyone knows we are in the middle of a mental health crisis but we are also at the beginning of a mental well-being Renaissance,” said Lynne and Victor Brick in a statement. “With the launch of the Mental Well-Being Certification for Fitness Professionals, a much needed, positive shift is underway for the future of mental well-being and fitness.”

Early access to the new certification is available now via the Mental Wellbeing Association website ahead of an expected full launch early next year. Organizers believe the program has potential not just to improve a national mental health emergency, but to energize and grow the global fitness industry by training its professionals to support overall lifestyle and wellness goals.  

This certification announcement mirrors efforts by other organizations in the fitness industry to address the “softer” interpersonal skills side of personal training and the multidimensional aspects of programming that go above and beyond exercise design. The International Sports Sciences Association (ISSA) launched its Fostering Inclusivity in Fitness course in July, with the aim of raising “awareness of inequities, exclusion and disservice” in the fitness industry. 

Similarly, the American Council on Exercise (ACE) released a recertification requirement focusing on professional conduct and ethics, and it also offers several equity, diversion and inclusion education resources, including courses, webinars and LGBTQIA+-specific live conversations

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