The Real Trainer Shortage Problem is Readiness Rather Than Headcount

As client expectations evolve, the fitness industry’s biggest opportunity may be developing and retaining the trainers already inside its facilities

The fitness industry has never stopped evolving. Today’s consumers have access to more health information, technology and wellness solutions than ever before. They arrive at clubs and studios with questions that go far beyond sets, reps and workout programming. They want guidance on recovery, mobility, longevity, behavior change, nutrition, active aging and how to train while using GLP-1 medications.

And while that’s beneficial for consumers and the sector, it’s also putting more pressure on those meant to assist them: personal trainers. The call for certified fitness instructors with broad skills has arguably never been louder. 

“Consumers expect expertise and professionalism, as well as guidance that extends beyond traditional fitness,” said David Van Daff, vice president of industry development and public affairs at NASM. “They are seeking support across wellness, nutrition and supplementation, recovery, flexibility, longevity, corrective exercise, behavior change and sleep. As those expectations expand, personal trainers must be prepared to provide a more comprehensive level of service.”

NASM reports there’s no shortage in trainers. These expectations present an opportunity for their development rather than anything else. 

The Industry Already Has a Pipeline

The conversation around the fitness workforce largely focuses on attracting new talent into the profession. However, NASM‘s recent workforce research suggests many facilities already have the foundation they need.

More than half (52%) of gym employees have three years or less of industry experience, while nearly two-thirds (64%) of owners and managers have worked in the profession for more than a decade. That means emerging talent and experienced leadership are already working side by side. The opportunity is creating systems that help knowledge move from one generation to the next.

“The challenge isn’t simply bringing more people into the profession,” Van Daff said. “It’s helping them develop the confidence, competency and career path needed to stay in the profession.”

Historically, trainer turnover has been one of the industry’s most persistent challenges. New trainers often enter the field with enthusiasm and ambition, but struggle to build momentum, develop specialized skills and see a long-term future within the profession.

That matters because today’s trainers are being asked to serve increasingly diverse client populations.

NASM’s State of the Personal Trainer research found growing demand from first-time gym-goers, GLP-1 users, active-aging clients and individuals seeking support for broader wellness goals. Each presents unique coaching considerations that require more than foundational exercise knowledge alone.

As the role evolves, trainer development needs to do the same.

The Gap Between Certification & Career

Certification is an important box for trainers to check. However, it’s only the starting point and shouldn’t be confused with a finish line. A successful trainer career depends on continued professional development and specialized expertise. 

NASM research found that 59% of gym employees rate “continuing education reimbursement and support” as poor or nonexistent. At the same time, client expectations continue to expand into areas like longevity, recovery, behavior change and wellness coaching.

That industry disconnect creates a significant opportunity for operators to differentiate and grow their staff. Facilities that invest in trainer growth can build stronger teams, create more consistent client experiences and improve retention among both employees and members.

“Clients are asking more questions and expecting broader support than in the past,” Van Daff said. “The trainers who succeed are the ones who continue building their skills throughout their careers.”

Developing the Modern Fitness Professional

NASM helps bridge the gap between entry-level certification and long-term career success. Through its NCCA-accredited Certified Personal Trainer credential, advanced specializations and professional development opportunities, NASM helps fitness professionals build competency while staying aligned with the evolving needs of consumers and employers.

“Compared with individuals who follow non-accredited certificate pathways, NASM Certified Personal Trainers enter the profession with a higher level of expertise and demonstrated competency,” Van Daff said. “They complete an evidence-based curriculum and pass a proctored, accredited certification exam. Employers are not simply hiring someone with a certificate. They are hiring a professional who has met a recognized standard of competency.”

The development continues beyond that as well. The most successful trainers often continue building expertise through specialized credentials, mentorship opportunities and ongoing professional development. NASM’s research also found that owners and managers are significantly more likely than employees to hold advanced specializations, highlighting the role continuing development plays in long-term career growth. 

Rather than just improving knowledge, these investments help create clearer career pathways, more proficient trainer performance and professional longevity.

What Operators Can Do Today

Operators also need to do their part to fix the trainer talent and churn problem. That starts with recognizing the value of certification and mentorship programs before and after hiring. Even if it’s not the quickest way to fill a hole in your staff, it’s the best way to ensure it stays plugged. 

The strongest operators increasingly view workforce development as a business strategy rather than an employee benefit. They connect certifications and specializations to career advancement, service expansion, compensation opportunities and leadership development. They create systems that help trainers grow from entry-level professionals into specialists, mentors and future leaders.

NASM’s research indicates, the facilities that develop their trainers in this fashion will be best positioned to meet rising client expectations and build resilient businesses.

“Improving hiring and retention begins with education, certification and competency,” Van Daff added. “But it also requires ongoing development, continuous learning and sustained support throughout a trainer’s career.” 

The Future of Fitness Is Professionalization

The industry’s future won’t be determined solely by equipment, technology or facility size, but by the quality of the professionals delivering the experience.

The trainers are already here. The next challenge is helping them become more competent, more specialized and more successful over the long term. For fitness operators, that may be the greatest workforce opportunity of all.