Industry leaders explain the systems that make personal training the natural next step for engaged Group X members.
For health clubs, Group X and small group training (SGT) often serve as powerful entry points to deeper engagement. Members build consistency, confidence and community in these settings — but the real opportunity for operators lies in converting that momentum into long-term personal training relationships.
Industry leaders shared the systems and strategies that have proven most effective in creating natural pathways from group formats to one-on-one coaching.
Relationship Building Through Integration
According to Jon Baraglia, the senior regional director of club operations and fitness at Fitness Formula Clubs (FFC), a simple but effective tactic is ensuring personal trainers regularly attend group classes.
“This allows trainers to build authentic relationships within the group fitness community while observing participants’ form, movement patterns and individual needs firsthand,” said Baraglia.
Group instructors can support this by introducing trainers during class and promoting complimentary starter sessions. Ideally, some instructors are also certified personal trainers and can leverage class relationships to guide members toward personalized support.
This integration not only positions trainers as approachable but also makes the transition to personal training feel like a natural next step in a member’s journey.
Positioning Training as the Next Level
At Wisconsin Athletic Club, group programming is viewed as the foundation of a larger progression.
“We’ve implemented a multi-faceted approach that positions personal training as a natural next step in the member journey, building on relationships, results and readiness,” said Ann Glor, the programs coordinator at Wisconsin Athletic Club.
Glor explained that Group X and SGT offerings establish comfort and confidence. The club then strategically frames personal training as the solution for members ready for more personalized, results-driven support.
This mindset shift, from “drop-in classes” to “long-term transformation,” is supported through authentic promotion by instructors and trainers. Trainers also teach or assist in group classes, strengthening relationships and visibility.
Wisconsin Athletic Club has also found success with special events, such as “Bring a Friend” month, where prospective clients experience coaching in a low-pressure environment. “These experiences often spark an interest in one-on-one support, especially when friends see the benefits firsthand,” said Glor.
The club’s Team Training program serves as another pathway, offering a lower-cost, trainer-led workout that exposes members to coaching and allows trainers to market themselves.
In addition, incentive and assessment programs help bridge the gap. The Fit Rewards program provides new members bonus dollars for completing onboarding sessions, which can be applied toward personal training. Complimentary InBody scans also give members tangible data about their health. Trainers then interpret the results, showing how personal training can accelerate progress.
“This often leads members to seek out training to maximize their results,” explained Glor.
Expanding Trainer Roles in New Formats
For EoS Fitness, blending trainers into innovative group formats has been key to conversion.
For some of EoS’ newer studios — like the Booty Builder Lab (BBL) or FU, which is our Fitness Unchained functional training space — they have both group fitness instructors and personal trainers coaching these events and in these studios. This approach allows trainers to engage with different groups of members in dynamic settings, creating relationship-building opportunities that often translate into personal training clients.
By embedding trainers directly into popular group experiences, EoS ensures members see the value of coaching beyond the group environment.
Takeaways for Operators
The common thread across these approaches is visibility and relationship-building. Whether through trainers attending group classes, teaching in innovative studio formats, or leveraging incentives and assessments, the goal is to make personal training the obvious next step.
For operators, this means breaking down silos between group programming and training staff. Trainers should be present, approachable and integrated into the group environment. Incentive systems, data-driven assessments and special events further support conversion, creating multiple entry points for members.
Ultimately, the most effective strategy is cultural: framing personal training not as a separate product, but as the logical progression of a member’s fitness journey.
