The 12 Books Every Fitness Entrepreneur Should Read
Discover the must-read titles that provide actionable strategies for growth, leadership and creating client impact
The health and fitness industry has undergone seismic shifts in recent years, with its evolution showing no signs of slowing down. What was once a straightforward space — centered on exercise and physical training — has become a complex ecosystem where recovery, wellness, healthcare and even hospitality intersect. Gyms are no longer just gyms. They’re wellness hubs, community spaces and holistic destinations focused on helping people lead longer, healthier lives.
At the same time, consumers are redefining what they want from fitness. There’s a growing hunger for connection, fueling the rise of boutique studios and community-driven offerings even further. Combine that with the relentless waves of innovation — hybrid workouts, tech-driven tools, shifting trends — and we have an industry that never stands still.
For owners, operators and fitness professionals, it can feel as if the ground is constantly shifting. Just when you think you’ve got it figured out, the landscape changes again.
So how does one stay ahead of the curve? The answer lies in continuous learning.
For fitness professionals navigating an increasingly noisy and competitive field, reading the right books can spark new ideas, strengthen leadership and offer the tools needed to create exceptional experiences for their clients.
To help cut through the clutter, Athletech News turned to industry pros and asked for their recommendations on the “must-reads” for 2025. Whether you’re a gym owner, trainer or wellness entrepreneur, these books will inspire, educate and empower you as you take on the year ahead.
1. Fit Nation: The Gains and Pains of America’s Exercise Obsession by Natalia Mehlman Petrzela explores the evolution of America’s fitness culture over the past century. The book examines the commercialization of fitness, the role of technology, and the socio-economic factors influencing access to exercise, providing a comprehensive analysis of the complexities behind America’s pursuit of physical fitness.
Recommended by: Andrew Gavigan, fitness manager at Heimat Club, product inventor, business owner, and personal trainer
2. A New Earth by Eckhart Tolle explores the power of living in the present moment to achieve personal awakening and inner peace. Through mindfulness and awareness, Tolle inspires readers to embrace purpose, foster connection, and gain a deeper understanding of their role in the world.
Recommended by: Joanna Stahl, channel development executive at Daxco, founder of Go2Practice and group fitness instructor
3. Entrepreneurial You by Dorie Clark offers a clear and actionable roadmap for professionals seeking to leverage their expertise and create multiple income streams. Using real-world examples, the book details strategies for building a strong personal brand, diversifying revenue sources, and achieving lasting success in today’s ever-changing economy.
Recommended by: Petra Kolber, keynote speaker, best-selling author and consultant
4. The Creative Act: A Way of Being by Rick Rubin reimagines creativity as a way of life accessible to everyone, not just artists. Through insights on curiosity, mindfulness, and intuition, Rubin inspires readers to connect with their inner creative flow. He emphasizes that creativity arises from presence and openness, fostering a deeper connection to both the world and oneself.
Recommended by: Robert Sherman, consultant, master trainer and presenter
5. Dare to Lead by Brené Brown redefines leadership by emphasizing courage, vulnerability, and trust. Drawing on extensive research, Brown explores the importance of embracing discomfort, fostering authentic connections, and cultivating environments where honesty and empathy can flourish.
Recommended by: Julie Cartwright, president of Pvolve and brand and consumer marketing veteran
6. Emotional Intelligence by Daniel Goleman examines the vital role of understanding and managing emotions in achieving both personal and professional success. By focusing on self-awareness, empathy, and effective interpersonal communication, Goleman demonstrates how emotional intelligence enhances leadership, relationships, and decision-making.
Recommended by: Greg Niederlander, performance, fitness, and wellness specialist and consultant
7. Raving Fans: A Revolutionary Approach to Customer Service by Ken Blanchard and Sheldon Bowles presents a straightforward yet transformative approach to delivering exceptional customer service. Using engaging storytelling, the authors share practical strategies to turn customers into loyal “raving fans” by consistently exceeding expectations and providing outstanding service.
Recommended by: Tami Nealy, VP of communications at ISSA, influencer marketing and crisis communications expert and consultant
8. The Sht They Never Taught You: What You Can Learn From Books* by Adam Ashton compiles powerful lessons from a range of influential books, providing readers with practical strategies to address life’s challenges. Ashton distills key insights into actionable takeaways, guiding individuals on their journey of personal growth, success, and lifelong learning.
Recommended by: Jessica Maurer, fitness business growth consultant and speaker
9. The Soul of a Trainer by Thomas Plummer provides a heartfelt exploration of the fitness industry through the lens of personal growth, leadership and the deeper purpose of a trainer’s role. Combining practical advice with inspirational insights, the book encourages fitness professionals to embrace their mission of changing lives while growing both personally and professionally.
Recommended by: Derek Mikulski, national director of commercial sales at #Gibbon USA, product inventor and personal trainer
10. Profit First by Mike Michalowicz introduces a groundbreaking approach to business finances: prioritize profit first and spend what’s left. By reversing the traditional formula, Michalowicz offers actionable steps to manage cash flow, cut unnecessary expenses and create a sustainable, profitable business, ensuring financial health and long-term success.
Recommended by: Lisa Druxman, founder of FIT4MOM, speaker, author, and podcaster
11. No Rules Rules: Netflix and the Culture of Reinvention by Reed Hastings and Erin Meyer examines Netflix’s innovative corporate culture, which emphasizes flexibility and creativity. The book explores principles such as radical candor, trust over control and eliminating traditional rules to foster innovation, empowering teams to adapt and drive continuous business reinvention.
Recommended by: Matt Wright, VP of growth and development at Healthtrax Fitness and Wellness and founding partner of Earn Your Stripes
12. Essentialism: The Disciplined Pursuit of Less by Greg McKeown presents a transformative approach to productivity, focusing on the importance of prioritizing what truly matters. McKeown offers practical strategies to eliminate distractions, set clear priorities and accomplish more by doing less. It’s a guide to regaining control, discovering purpose and living a more intentional life.
Recommended by: Doris Thews, industry expert, keynote speaker and global educator