10 Leading Industry Experts Share Their Views On The Changing Role Of Personal Trainers.

1. Is The Death Of Traditional PT Near ?
Several trends are impacting the traditional one to one training model and
opening the door to a variety of alternatives. Will the traditional PT model lose its
relevance ? Some of the brightest minds in the business share their view.
Health Club Industry Trends 2013
1
10 Industry Leaders Share Their Views
Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke @bryankorourke
What Do YOU
Think ?

2. Is The Death Of Traditional PT Near ?
Of course not, but a range of trends ARE changing the
traditional one to one model. Are you prepared for the future ?
10 Industry
Leaders Share
Their Views
2
Many thanks to my friends and associates Robert Dyer, Kevin Laferriere, Dan McDonough,
David Wright, Sal Pellegrino, Ingrid Ownen, Thomas Plummer, Shannon Fable, Jared
Meacham and Rachel White . These are wonderful people and professionals who kindly
shared their candid views. I appreciate you all as do so many. Keep on inspiring us.- Bryan
Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

3. Is The Death Of Traditional PT Near ?
Greetings,
Thanks for checking out this overview of Personal Training trends and the answer to an important
question: “Is the death of traditional PT near ?” Some of the leading voices on PT share their views.
When we explore this question its done in the context of “traditional” being one on one training. Of
course one on one training will likely never disappear. However there can be no question that
training is under going massive changes when one examines the surge in training studios, Micro
Gyms, CrossFIt, Les Mills GRIT, TRX and other group formats as well as new technologies.
The good news is that demand for trainers in the US is expected to grow 24% from 2010 - 2020.
However, several industry surveys show annual trainer turnover rates of 79% or more for bricks and
mortar competitors. What is going on here ? We queried some of the leading fitness and health
clubs thinkers of our time and asked for their views. Hopefully you’ll find what they say of value.
Please feel free to share this trend deck with your organization, colleagues and via social media. I
am very interested to learn your thoughts and really appreciate your taking the time to review the
information. If I can be of any help just let me know. Thanks again to my friends and associates who
contributed their candid views. You ladies and gentlemen are the best.
All the best,
@bryankorourke
BRYAN K. O’ROURKE
bryankorourke.com
3Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

4. Is Personal Training
On The Decline ?
“Its not on the decline, its changing. New
program formats and business models
are impacting our industry in a big way.
We are seeing major competitors
embrace small group formats that provide
better results for clients, expand the
market and create better opportunities for
trainers and group fitness professionals.
We are also seeing the dawn of virtual
formats that are revolutionary. Its an
exciting time with great opportunities for
forward thinking operators.”
Robert Dyer
CEO Fitmarc A US Distributor of Les Mills
Former Multi-Unit Health Club Owner
4Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

5. “As it stands now, training has to evolve. For
some, the connotation of “personal training”
is terrifying which is limiting our reach. We
need to change the terminology and reframe
what people think they 'get' when they utilize
our services. Calling one on one training
‘personal’ has the potential to make other
training modalities appear to be a
consellation prize. People want
‘personalized attention' but not everyone is
ready to receive it in the traditional one-on-
one way. Small groups, large groups, virtual
and beyond are the wave of the future if we
hope to affect a bigger piece of the pie. "
Shannon Fable
Director of Exercise Programming for
Anytime Fitness Corporate
Does One On One
Training Need To
Change ?
5Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

6. How Is Personal
Training Changing ?
“The purpose and delivery of personal
training has advanced tremendously
causing a perceived deterioration of
the traditional stereotypes. The
offerings and services are no longer
just one on one rep counters; they’re
available remotely, in groups, and in fee
based formats. In other words the old
paradigm of traditional personal
training is going extinct, opening up an
entirely new space for the evolved
professional trainer.”
Kevin Laferriere
CEO Fitpro Services
Former CEO Lifestyle Family Fitness
6Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

7. What Will The Future
For Trainers Be ?
“The landscape is changing for
personal trainers. Although there will
always be a market for one on one
training, I believe it will become more
challenging for trainers to build a
legitimate and sustaining business the
traditional way. The future belongs to
trainers who can capitalize on group
training to build their client base. The
personal trainer of the future must be a
dynamic group coach as well as a
results oriented trainer. "
Ingrid Owen
CEO, IngridOwen Consulting
Respected Industry Consultant & Leader
7Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

8. Given a Changing
Industry What Should
Trainers Keep In Mind ?
“I believe the ideal fitness trainer these
days should look to combine the skills
of Personal Training and Group
Exercise. This is important, not only to
appeal to a broader range of people
and help them achieve goals but to
create great experiences and avoid
burn out. Variety is important for our
health as well.”
Dan McDonogh
Senior Manager Group Training &
Development TRX | 2012 IDEA Fitness
Instructor of the Year
8Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

9. “For the past two decades the standard
model took clients through a series of “body
part” specific workouts. While we’ve seen a
shift from using selectorized equipment to
more free weight and functional training, the
mindset of preaching to a client rather than
listening to what they need & want must
change. Active listening and communication
is fundamental for today’s client. Trainers
who engage clients by listening, using a
functional methodology and practicing
wellness education and coaching to meet
the needs of clients will certainly grow and
be successful as we move forward."
Rachel White
Director of GX at BodyWorks
Should Trainers
Change How They
Engage Their Clients ?
9Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

10. “Many clubs owners are still struggling
to generate between $7,000 - $12,000 a
month in revenue from one to one PT.
I’ve heard those numbers for a decade.
A key is changing the culture and letting
go of old approaches. I’ve seen a
number of clients adopt small group
training models with great success.
Recently a respected multi-unit operator
shared that is margin on Small Group
was 51% compared to 32% for one to
one PT. That’s a wake up call."
Sal Pellegrino
National Account Manager
Star Trac Fitness
What Is Happening With
PT Financial Results ?
10Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

11. “High value properly priced group
programs are replacing the exercise-only
personal trainer. Clubs will need to evolve
their models to adjust to this new reality.
Whether it's just exercise or complete and
comprehensive fitness programming
coupled with nutrition coaching and other
services, successful programs are going to
be those that can provide a well-rounded
experience to their clients while allowing
those who want an a la carte experience to
have their cake and eat it too."
Jared T. Meacham, MS.Ed., CSCS
Director of Fitness Services
Sky Fitness & Wellbeing
How Are Group
Formats Impacting
PT ?
11Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

12. “New generation training gyms,
embracing a wider range of clients than
old one-on-one models, are changing the
nature of the industry itself. With revenus
over $1.2 million a year in 6,000 square
feet and only 350 clients they replace old
one to one models based on 75 clients in
1,500 square feet and erode the income
streams of the mainstream gyms, taking
out their high revenue generators and
leaving them with nothing but people
renting equipment at the lowest possible
price."
Thomas Plummer
CEO NFBA
Respected Industry Consultant & Speaker
What’s The Impact On
Business Models ?
12Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

13. How Is Technology
Impacting PT ?
“Time is precious and the industry
must adapt to consumers that expect
instant information. Trainers must
deliver coaching and data to their
clients both physically and
digitally.Today emerging technologies
can monitor, track and engage users
and have the capability to motivate
members with or without a trainer. In
the new age of PT, this reality must be
leveraged in new ways to help
members get better results in a shorter
period of time."
Dave Wright
CEO of CFM
Creator of MYZONE®
13Is the Death Of Traditional PT Near ? | August 2013 | @Bryankorourke

14. Is The Death Of Traditional PT Near ?
Thanks for taking time to review the thoughts from 10 leading experts in the
fitness and health club industries. Hopefully you liked it. Please feel free to share
this deck and let us know about what you think. All the best: @Bryankorourke
Health Club Industry Trends 2013
Bryan K. O’Rourke | www.BryanKORourke.com | @Bryankorourke 14
10 Industry Leaders Share Their Views
What do YOU Think ? Please Let Is Know
Thanks
bryankorourke.com