What is trending in personal training and how leaders are taking advantage.
The personal training landscape is evolving as gyms and health clubs face new challenges and opportunities. Trainers and gym operators are required to adapt to meet the diverse needs of modern clients. Staying on top of best practices can be daunting, but figuring out how to best serve members ensures a successful program and better connections.
In the latest Thought Leaders roundtable discussion, Mary Edwards, the fitness director at Cooper Fitness Center; Darrick Druce, the vice president of personal training at CR Fitness Holdings LLC; and Gini Grimsley, the director of fitness product at VASA Fitness, explored how the industry is adapting to changing client needs and expectations.
“We’ve seen a significant shift in the types of clients coming through our doors,” said Grimsley. “There’s no more ‘normal’ population. Everyone falls into some special category — whether that’s obesity, diabetes or other chronic conditions. Our trainers have to be more prepared than ever to handle these complexities.”
This change is reshaping how fitness professionals approach personal training. The traditional, one-size-fits-all model is being replaced by more personalized, holistic approaches tailored to individual needs.
To further accommodate this need, VASA Fitness is expanding its service offerings. The organization introduced premium group training and semi-private sessions provide a middle ground between personal training and group fitness.
“We’ve leaned into a range of offerings that can cater to more of our member base,” said Grimsley. “We offer everything from traditional one-on-one sessions to studio classes that allow clients to find what works best for them.”
Another way clubs are diversifying their offerings is through the audiences they’re targeting.
Edwards highlighted how Cooper Fitness Center is catering to both younger clients and active aging adults through diverse programs that focus on balance, strength training and overall wellness. “We’re straddling two worlds,” she said. “It’s about maintaining activities of daily living for some. For others, it’s about aesthetics and trending fitness routines.”
Overall, this emphasis is increasingly on enhancing overall well-being rather than just focusing on weight loss. Members’ goals look more different than they ever have before.
“Weight loss is now more of a byproduct rather than the primary goal for many of our clients,” remarked Druce. “The younger generation loves fitness more than any before them. They’re looking for confidence, mental health benefits and community. That’s where our focus has shifted.
This sentiment reflects the stronger connection between mental and physical health both gym visitors and operators are noticing. As such, Cooper Fitness Center runs an internal wellness program assessing factors such as sleep, nutrition and mental health, which helps guide members toward better lifestyle habits.
“We’re constantly trying to improve the quality of life for our members,” said Edwards. “It’s not just about the exercise — it’s about the whole person.”
To further improve members’ holistic health, CR Fitness Holdings has adapted its approach by focusing on positive reinforcement during client assessments and avoiding the outdated sales tactics of pointing out flaws.
“We’ve adjusted our sales strategy significantly,” said Druce. “We don’t need to remind members they’re overweight. They already know. Instead, we focus on celebrating their strengths and building from there.”
Grimsley emphasized the success of VASA’s similar approach. Focusing on helping clients understand their current capabilities encourages and empowers clients to do more, potentially pushing past their initial goals.
“Personal training should enhance your life outside the gym,” explained Grimsley. “If we’re making people feel bad about themselves, we’re not doing our job.”
As the fitness industry continues to navigate these changes, the focus on personalized, inclusive programming and comprehensive wellness support is paving the way forward. By adapting to the evolving needs of their clients, trainers can foster a loyal and engaged community that feels empowered, understood and inspired to pursue their health journeys.
