In a video posted to her Instagram page, Australian personal trainer Kayla Itsines demonstrates a workout that combines high-intensity exercises with weight training. With hype music in the background, she previews everything from goblet squats and Romanian deadlifts to step-ups and side planks with an oblique crunch. In the post’s comments section, Itsines has written out the full workout with the timescale for each exercise.
Co-founder of Sweat — a fitness company dedicated to supporting women in their health and fitness journey — Itsines has attracted 15.8 million followers just through Instagram, where she posts workout videos, Sweat program offerings, and fitness-related hacks. While she may be one of the world’s biggest fitness influencers, countless workout professionals across the globe are building their own massive or miniature fitness empires to help people reach their exercise and wellness goals.
According to Bryant’s Jason Swayer, Ph.D., fitness professionals can have a huge impact on people’s lives. Therefore, to create a successful personal training business, entrepreneurs need to know just as much about things like marketing and finance as they do about the biometrics of the human body.
“You're taking this person on this amazing journey where they have the potential to transform their life,” says Sawyer, associate professor and director of Bryant’s Exercise and Movement Science program within the School of Health and Behavioral Sciences.
A science-based approach
Between aerobic exercise, muscular endurance, and muscular strength, the type of training individuals engage in will depend on their goal, says Sawyer. For instance, if a person aims to increase cardiovascular health, personal trainers will want to incorporate rhythmic movement — such as cycling, running in place, or jumping jacks — into their client’s programming. If a trainee wants to work on muscular strength, then they should work on muscular strength workouts that range between eight and 12 reps per exercise.
He adds that an increasing number of people are using technology as a fitness tool, such as heart rate monitors for high and low intensity exercises to track heart rate zones. When used correctly, digital equipment can enhance a workout and fitness outcomes; however, Sawyer notes that fitness professionals want to make sure individuals don't obsess over their numbers since this may increase anxiety and lead to injuries through overtraining.
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For health benefits, individuals should aim for a minimum of 150 minutes of aerobic exercise per week – with Sawyer noting that ideally people should strive for 300 minutes weekly. While fitness professionals are well versed in scientific terminology, Sawyer notes that it’s important for personal trainers to explain things in simple terms.
“You have this great scientific knowledge, and some people aren't science people or are in totally different fields, so explaining and connecting to things they understand is important,” Sawyer says.
Finding your niche
Pilates, cycling, and CrossFit are all niche areas within the fitness industry that have garnered a dedicated following. In the personal training realm, small group training is on the rise. Sawyer notes that this type of training is more cost effective for clients and builds a sense of community that’s critical for an effective exercise program.
“We are social animals, so if you can build that sense of community, it’s going to increase your outcomes,” Sawyer says. “Clients might try a little bit harder, so we see an improvement in fitness, and it's beneficial for everybody because there's less recidivism. It's a powerful tool that an entrepreneur could leverage.”
Another element for fitness entrepreneurs to focus on starting day one is exercise adherence.
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“Figuring out somebody's ‘why’ is something that's talked a lot about in the fitness industry: Why do you want to be fit? Why do you want to be healthy? When we can figure out their desires, that's going to increase their motivation,” Sawyer says.
Being mindful of a client’s goals and having a holistic understanding of other factors that affect health and wellness is also key. For instance, if a client’s goal is weight loss, fitness professionals should be able to speak to nutritional interventions. Or, if a person’s goal is to have more energy and feel better, emphasizing the impact of sleep is imperative.
Beyond workouts
The scientific principles that make up a successful fitness program are crucial, but there are elements that fitness professionals may overlook when launching their own operation.
“A lot of fitness professionals underestimate marketing and the financial side of owning or running a business,” Sawyer says, noting that — historically — institutions in higher education have done a poor job preparing individuals in the business side. At Bryant, he notes that students majoring in Exercise and Movement Science have a leg up since they’re required to pursue a business minor. Through the minor of their choosing, they will gain skills in branding, marketing, finance, and management.
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Another surprise fitness professionals may experience is the amount of emotional and psychological support they'll provide for clients. Sawyer notes that people will unload their problems, and it’s important for personal trainers to maintain boundaries — reminding clients that they are not financial advisors, psychologists, or marriage counselors.
Lastly, in creating programs for clients, Sawyer notes that very few people will have zero injuries and will be capable of doing every exercise. While fitness professionals may have created the perfect six-week program, exercises may need to be catered to the client.
“Make sure you’re adaptable and can think on the fly,” Sawyer says.
