The personal training industry is experiencing steady growth. The Baptist Health Milestone Wellness Center has seen participation increasing by 3% compared to the previous year and expectations for even greater gains in 2025. This upward trend is being driven by a combination of post-pandemic gym participation and a growing demand for personalized fitness experiences tailored to individual goals.
Lisa Groft, the COO of Baptist Health Milestone Wellness Center, shared insights into these trends, particularly among older adults, a demographic that makes up a significant portion of many gyms’ memberships. With an average client age of 62, the focus is often on mobility, quality of life, and long-term health. “Our clients are very committed, and their goals often extend beyond physical fitness,” Groft said.
To meet the needs of this dedicated audience, Groft’s facility prioritizes hiring personal trainers who exhibit exceptional interpersonal skills and a genuine desire to help others. These qualities, she noted, are essential for building trust and fostering lasting client relationships.
A cornerstone of their success is the “Trainer University” program, designed to equip new hires with the skills and knowledge necessary for success. The program emphasizes technical expertise, client communication, and strategies for incorporating wellness into training sessions.
Additionally, the facility has adopted a proactive approach to client engagement. New members are contacted immediately by fitness coaches who ensure they feel supported and accountable from the start. Instead of selling training packages, the facility uses a session-by-session billing model, which encourages flexibility and sustained participation.
Looking ahead, Groft believes the future of personal training will center on a holistic approach, integrating mindfulness and the mind-body connection into traditional fitness routines. By addressing both physical and mental well-being, personal trainers can create more meaningful and impactful experiences for their clients.
