Behind every successful health club lies a successful personal training director. Responsible for bringing in the number-one source of revenue, a good personal training director is essential, not only for program development, but organizational growth.
As one of the top three managerial roles in the fitness industry, club owners and general managers have high expectations for those interested in the coveted role of personal training director. And, while most turn to hiring in-house talent, transitioning your star group fitness instructor or certified fitness professional to the head of the department is not always a natural progression.
Because personal training directors have their hands in almost every facet of daily operations, from sales to member retention, human resources to public relations, you want to look for an individual who embodies your brand. So, what qualities should you look for when on-boarding a new personal training director?
The Expert.
Many in the fitness industry who progress into managerial roles start on the front line as personal trainers, holding a personal training certification through a nationally accredited organization such as NASM, ACE or NCSF. In order to retain this certification, fitness staff members are required to complete continuing education courses and maintain an active CPR/AED certification. Obviously, this basic principle applies to personal training directors as well, but on a much broader scale, as personal training directors need to be knowledgeable in a wide variety of training methods.
The Salesman.
Though not technically a sales manager, the foundation to running a successful fitness department lies in the personal training director’s ability to develop, promote, implement and sell new fitness programs. A personal training director’s ability to generate new leads and drive participation is essential to member retention and, ultimately, business growth. And, like sales, the person you hire to fill this particular managerial role will need strong communication and customer relations skills because, at the end of the day, your director is not merely selling personal training packages or small group programming, but your brand.
The Manager.
Part supervisor, part personal trainer, part conflict resolution-ist, the personal training director should be a beacon of leadership to the fitness staff. When properly trained, fitness staff members are more confident in their ability to help change their clients’ lives through health and wellness. When they perform to their optimum capacity, the business performs to its optimum capacity. After all, we are in the business of fitness.
Creating a successful personal training department that offers intrinsic value to both the members and owners revolves around putting the right person in charge. Next time your facility is looking to hire a top fitness professional, follow these simple guidelines to find the right fit for your club.
Paul Brones is the regional training director of Tilton Fitness & Wellness.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
