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Entries in Douglas Brooks (1)

Monday
Sep142015

Personal Trainers Aspire to Business Expertise

Personal Trainers (PTAs) are seeking MBA smarts to win in competitive times.

Personal training has become increasingly competitive. Today, as a result, trainers need more than just strong technical hands-on skills. They also need to be effective businesspeople.

To succeed in their chosen career, they clearly have to be able to deliver effective workouts, but, to thrive, they must also be able to communicate well, possess sales and marketing expertise, and keep abreast of emerging fitness technologies.

The competition is coming at the individual instructor from so many directions, and in so many forms, that it can seem overwhelming. The number of trainers in the U.S. has increased by 60% over the past 10 years. There’s been an explosion of specialty certifications, boot camps, boutique studios, and online offerings. The types of modalities have increased: We now have, among others, one-on-one, partner sessions, and small- group training.

“Fitness apps, wearables, and watches have introduced an entirely new form of competition,” notes Angie Pattengale, the director of certification for the National Federation of Professional Trainers (NFPT), based in Lafayette, Indiana. “So it’s more important than ever that trainers be able to demonstrate the value of their personal service.”

At the same time, health clubs are demanding that training services be more profitable; better-educated clients with infinite options exact higher expectations; and the medical and healthcare sectors offer new employment opportunities that require greater sophistication.

Business acumen is quickly becoming a basic job requirement for trainers.

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