PROGRAM AND SERVICE INNOVATIONS THAT WORK

5 Ways to Retain Your Best Talent

Your top trainers and coaches make a big difference. Here’s how to keep them in-house.

BY JULIE KING

of personal trainers leave their initial job within their first year

Some estimates indicate that as many as 80% of personal trainers leave their initial job—or the profession—within their first year. If they’re talented and popular, there’s a good chance they’ll take your members with them.

“The average personal trainer lasts six months in our industry,” says Sherri McMillan, owner of Northwest Personal Training in Vancouver, Washington. “They get certified, find a job, and then often are left on their own to develop a client base to get paid. Even though they’re hustling for clients, it can take three months to a year to earn a livable wage. Many trainers can’t last that long.”

When trainers leave, not only do you have to replace them, but you may also have to replace their clients.

“The relationship between a trainer and a client is usually very strong, and their loyalty is to their trainer—not the gym,” she adds.

With demand for trainers growing, attrition is costing clubs. McMillan offers five tips on how to improve retention of trainers and coaches.

McMillan

1. Provide Strong Support From the Beginning

During that critical first year, gym owners should set up their trainers for success.

“Operators need to provide a strong onboarding process to help trainers develop softer skills like marketing, sales, and communication,” McMillan says. “These typically aren’t taught in PT certifications, so trainers are ill-equipped to thrive when they start their job.”

2. Offer Competitive Compensation

For new trainers, offering a base salary that includes an administrative hourly rate and a training rate enables them to earn some income immediately.

“As trainers start to fill their schedules with paying clients, transition them to a royalty level so they can earn a percentage of what the client pays, with newer trainers earning less and top-performing staff earning more,” she recommends.

Furthermore, providing health insurance and paid time off adds value and security.

“Be sure your team understands all the expenses you’re covering, so they realize what they’ll lose if they leave,” McMillan notes. “Some trainers think they can make a lot more money on their own without fully understanding the financial obligations.”

3. Invest in Continuing Education

Continuing education, personal growth, and career development are essential for retention.

“The minute a trainer stops learning, they’ll start looking for other opportunities,” McMillan says. “Clubs must allocate for continuing education, such as sending trainers to conferences, paying for online courses, bringing in presenters for CECs [continuing education credits], or offering an annual education allowance.”

4. Provide Opportunities for Career Advancement

Great talent can help cultivate other top trainers. If your budget allows, develop management positions or in-house training programs that require a director of education, head of group exercise, or even a chief fun officer. By offering a career path, you can offer greater job satisfaction and longevity, she says.

5. Cultivate a Compelling Culture

Fair compensation is only part of the retention equation; culture is also critical.

“A trainer needs to feel valued, appreciated, and like an important part of the team,” McMillan says. Monthly meetings foster communication, and social activities like bowling, rock climbing, axe throwing, or karaoke promote team-building.

Recognition is equally important. “Trainers need to feel like they’re making a difference,” she adds, “so highlight their successes at meetings, in email, and on social media. Celebrate personal accomplishments, birthdays, and anniversaries.”

Ultimately, trainers want what most employees do: a competitive wage and compensation package, career development, work/life balance, and a positive work environment.

Health & Fitness Business is a publication of

Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues and news that impact the industry.

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