ISSA Launches Business Education Program for Personal Trainers
Krissy Vann | Host, All Things Fitness and Wellness
The fitness industry has long faced a retention challenge among personal trainers.
According to industry sources cited by the International Sports Sciences Association, approximately 80 percent of new personal trainers leave the profession within their first two years. While certification programs provide education in exercise science, program design and coaching fundamentals, many trainers begin their careers with little formal training in sales, marketing, client acquisition or business operations.
To help address that gap, ISSA has launched the Fitness Business Bundle, a new education program focused on the business side of personal training.
The program consists of five courses and approximately 20 hours of instruction covering topics such as business development, lead generation, marketing, digital revenue streams and automation tools. The launch reflects broader changes taking place within the profession as trainers increasingly operate across multiple business models.
While many fitness professionals still work in traditional gym environments, others are building online coaching businesses, creating digital products, developing subscription-based services and growing personal brands through social media. As a result, the skills required for long-term success often extend beyond exercise prescription and client coaching.
"The opportunity is bigger than certification," said Natalie Mayslich, Chief Operating Officer of ISSA. "People enter this profession because they care deeply about helping others live healthier lives. We believe education should help them turn that passion into opportunity, whether that means building their own business or becoming the kind of professional that every gym operator wants on their floor."
The curriculum covers the development of coaching programs, marketing strategies, digital income opportunities and the use of artificial intelligence within a fitness business. Courses include Signature Program Builder, High-Value Coaching Programs, Copy and Funnel Strategies, Digital Income Streams, and AI & Automation.
The introduction of business-focused education comes as operators and educators continue to examine the factors contributing to trainer turnover. While technical competency remains essential, industry leaders have increasingly emphasized the importance of communication, business development and client relationship skills in supporting career longevity.
"The industry has evolved far beyond the traditional personal training model," said Mayslich. "Technical expertise will always matter, but today's professionals also need business, marketing and communication skills, and the confidence to create opportunities for themselves. The pathway into fitness is evolving, and education needs to evolve with it."
For fitness operators, trainer retention remains an important business consideration. High turnover can affect member experience, client continuity and revenue performance. For trainers, the ability to attract and retain clients can play a significant role in determining whether they remain in the profession long term.
