Many fitness executives talk a good game about the importance of physical activity and healthy living. 

Cedric X. Bryant, PhD, FACSM, lives it.

Named president and CEO of the American Council on Exercise (ACE) last year, Bryant has held various leadership positions within the fitness education and certification provider since joining ACE in 2001. Before that, Bryant was an executive at StairMaster, and throughout his impressive academic career in the fields of physiology and exercise science, he’s authored more than 300 articles and co-authored or edited over 40 books

A fierce proponent of health equity and accessibility, Bryant sat down with Athletech News to discuss the link between exercise and chronic disease prevention, share how ACE is working to bring fitness and healthcare closer together, and give his thoughts on the rise of anti-obesity drugs like GLP-1s. 

The following conversation has been lightly edited for clarity and length. 

Athletech News: Can you tell us about your background in academia and the fitness industry, and what prompted you to join ACE back in 2001?

Cedric X. Bryant: My career has really been split into thirds. The first third was the traditional academic route where I got my PhD in physiology, and then I went the teaching and research route at Penn State, West Point and Arizona State. I focused much of my work on the role of exercise and chronic disease prevention and management, exploring how physical activity could impact conditions like obesity, diabetes and cardiovascular disease, and looking at how we could use evidence-based approaches to improve overall health outcomes. I’ve always fashioned myself as a person who effectively bridges the gap between science and practice, who is able to take scientific information and present it in a manner where it’s very digestible to the professionals who are on the ground impacting lives.

The middle third I spent working in the for-profit world, heading up R&D for StairMaster, the exercise equipment company. That was a neat experience because it helped expose me to a different side of the industry. During that time, I became associated with ACE, serving on their scientific advisory board at the time, which evolved into me joining the organization back in 2001 as VP of science and education. That evolved into president and chief science officer, and I’m now president and CEO. I’ve been with ACE for almost 24 years now. 

ATN: How do you view ACE’s role within the fitness industry? 

CB: At a very high level, I see ACE as educating health and fitness professionals so they’re uniquely positioned to advance equity in physical activity and fitness by advocating for more accessible and science-based approaches. Being physically active offers so many important health benefits – and life benefits in general. I believe all people deserve to have those experiences made readily available to them. 

Because that’s such a large task, we’re big on collaboration and partnerships. No single entity can address the problems we’re trying to address as an industry in terms of physical inactivity and the associated issues with being obese and overweight. So we partner with our peer organizations, other health organizations, policymakers and communities to ensure that everyone, regardless of size, ability and background, has access to high-quality health and physical activity services. 

ATN: What have your early priorities been since taking over as ACE’s CEO?

CB: A lot of my early priorities have been an extension of what we’ve been doing as an organization. One is to expand our educational offerings, because I’m a big believer that life is about learning and growing. We want to make sure we’re always offering relevant content and topics so we can help professionals develop and grow throughout their careers. We’re looking at things like the anti-obesity medications and the role that exercise and fitness play with regard to individuals who might be using those to manage their weight. We’re looking at the smart utilization of AI to allow individuals to be more operationally efficient. We’re also looking at mental health and well-being from an educational perspective, and how can the health and fitness professional play an appropriate role while staying within the bounds of scope of practice.

In terms of the industry at large, I’m trying to make sure we play a thought leader role in helping to bridge the gap between fitness and healthcare. We want to strengthen the role that ACE plays, as well as the industry at large, in integrating health solutions and ensuring that exercise professionals are in a position to become viable members of what I call the optimal healthcare team. We also want to play a role in the whole public health sector in terms of increasing our presence in policy discussions around things like obesity, physical activity and health promotion. As an example of that, we’ve served on the National Academies of Sciences, Engineering and Medicine’s Roundtable on Obesity Solutions since 2014. 

ATN: What’s your take on the rise of anti-obesity drugs like GLP-1s? Will these medications be a positive or negative development for the fitness industry over the long term? 

CB: I think GLP-1s and (other) anti-obesity medications are going to play a positive role in helping individuals who have been impacted by obesity for quite some time but haven’t had success with traditional methods. 

However, I do think we need to be aware of and understand the fact that while those drugs can help people experience rapid weight loss, they’re not without some issues. It’s important that we as an industry understand what those are, and understand how we can play a role in helping to mitigate some of those issues, namely the impact of those medications on muscle mass, metabolism and exercise capacity. Even more importantly, a successful weight management intervention has to be sustainable. We know that unless individuals combine medications with the appropriate healthy lifestyle behavior changes, the results are likely not going to be sustainable. That’s where our industry can partner with healthcare to provide the appropriate supplemental exercise training.

ATN: So far, how would you assess the fitness industry’s collective response to the rise of GLP-1s?

CB: I’ll give you some positives and negatives. On the positive side, I’d say there’s a growing awareness, so more fitness professionals and organizations are recognizing the role of these anti-obesity meds in weight management. Because of that, there are new education efforts underway where some leading industry organizations are starting to offer training on how to support clients taking these medications. ACE has recently introduced continuing education courses along those lines. There are also some early positive signs of collaboration between fitness and medical professionals. 

On the downside, I think there needs to be a better understanding of these GLP-1 medications in terms of what they do and their potential side effects. I’d argue that because they’re relatively new, many fitness professionals lack sufficient knowledge of how these medications impact muscle mass, metabolism and exercise capacity. It’s (also) important that we avoid stigmatizing the folks who are taking these medications, because some fitness spaces still carry weight bias, if we’re honest.

But overall, I’m encouraged that there’s enough positive traction and movement. Better connecting fitness with healthcare is something the industry has been trying to do for decades. This just might be the gateway into that.

ATN: What’s one thing you’d most like to see change in the fitness industry?

CB: I’d say it’s (more) true collaboration. In my humble opinion, it’d be wise for all of us to recognize that we share a common foe: physical inactivity and unhealthy lifestyle behaviors. It’s not each other, regardless of what our acronyms might be. We partner with our peer organizations like ACSM and we work with the Medical Fitness Association, the Academy of Nutrition and Dietetics and the National Council on Strength and Fitness, because we believe we can accomplish so many more meaningful things if we work together and look for those opportunities where we have a common interest and a common bond. It’s the old rising tide, if you will. 

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The American Council on Exercise (ACE) has launched a self-paced course with the online learning platform Coursera catering to aspiring fitness professionals.

The course – “Intro to Personal Training: A Career Starter Certificate”  –equips students with fitness industry essentials to ensure they are job-ready and includes helpful video interviews with gym owners to learn what employers are looking for in trainers. 

“For nearly 40 years, ACE has been dedicated to providing high-quality, evidence-based education for exercise professionals and health coaches,” ACE president and CEO Cedric X. Bryant, PhD, FACSM, said. “This collaboration with Coursera reflects our mission to empower individuals to begin their journey into the fitness profession with accessible, foundational resources that make career entry achievable in a relatively short amount of time.”

The course also includes training in sales skills to engage and retain clients, the fundamentals of designing personalized fitness plans using the ACE Integrated Fitness Training Model, behavior-change coaching, and strategies for creating an inclusive, supportive environment for clients.

ACE and Coursera’s personal training program comes as the future looks bright for hopeful fitness trainers and instructors, as the U.S. Bureau of Labor Statistics projects that employment will grow 14 percent to 2033, considerably faster than the average for all occupations.

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The American Council on Exercise (ACE) and the Mental Wellbeing Association have launched a new 10-module program centered on mental health and self-care practices amid growing interest in mental health and its connection with movement.

The course is designed to prepare fitness and health professionals to fulfill what many wellness-seeking clients are after: a more holistic approach to health, which may not always include six-pack abs.

“Health and fitness professionals are uniquely positioned to guide clients in leveraging the mental health benefits of exercise as part of a comprehensive approach to overall wellness,” ACE president and CEO Cedric X. Bryant, PhD, said.

The program will explore the interconnectedness of physical and mental health, offer coaching techniques on addressing sleep, stress and emotion management, and provide enrollees with a better understanding of common mental health biases and insight on when health and fitness experts should consider referring clients to mental health professionals.

Last month, ACE launched an interactive anti-obesity medication course for coaches.

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The American Council on Exercise (ACE) has launched a new, interactive course in the era of weight loss medications: Leveraging Anti-Obesity Medications for Optimal Client Outcomes.

The new educational offering ($59) gives health and fitness professionals the unique skills needed to support personal training and health coaching clients using popular weight loss drugs such as Ozempic and Wegovy. 

The course also offers personal trainers a competitive edge ahead of New Year’s resolutions, where an influx of motivated consumers are eager for expert guidance to meet their goals.

Co-designed by ACE, Renee J. Rogers, PhD, FACSM and Mike Hansen, a certified personal trainer and industry writer specializing in anti-obesity medications, ACE’s new program features video content and hands-on activities. 

Participants will discover the physiological effects and challenges clients may face while taking the popular drugs and learn the best practices for developing personalized fitness programs for long-term success. Upon completing the program, ACE says participants will be equipped to understand prescription guidelines and explain the effects of weight-loss medications on body composition.

“As anti-obesity medications become more prevalent, the health and fitness industry must adapt to meet the unique needs of clients using these treatments,” ACE CEO and president Cedric X. Bryant, PhD, FACSM, said. “Health and exercise professionals need to be well-versed not only in the physiological effects of these medications but also in addressing the challenges, biases and stigma that clients may face. This course bridges that gap, empowering professionals to deliver inclusive, informed, and impactful support.” 

Although roughly 12% of Americans have used GLP-1s at some point (and 6% are current users), the numbers are likely to grow. One 2023 survey found that nearly 90% of healthcare providers reported an increase in patients requesting prescription weight loss medications. 

The blockbuster drugs have slimmed consumers down, but experts agree that weight loss medication users should commit to building long-lasting healthy habits and building strength. This year, Noom added an in-app body scan feature for GLP-1 users to monitor body composition metrics, track progress and evaluate any potential muscle mass loss. The new feature follows the digital health platform’s Muscle Defense fitness program, launched in partnership with FitOn.  

Luxury lifestyle and fitness brand Equinox has also focused on developing a specialized program for members who use—or are considering—weight-loss medications.

Equipment maker Echelon recently entered the GLP-1 space with the launch of ActiveMD, a wellness division offering weight-loss medications like Ozempic, Wegovy, Mounjaro and Rybelsus to qualified individuals, combined with a fitness program.

“Weight loss has become a significant component to managing a person’s overall wellness,” Echelon CEO Lou Lentine said. “By combining GLP-1s, immune health regimen and metabolism boosts with Echelon Fitness programs that focus on the individual’s goals, ActiveMD will help you lose unwanted weight and stay healthy without losing muscle mass.”

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When it comes to fitness modalities and products, some stand the test of time while others fade into obscurity. History is filled with flashy fads that made big promises and generated buzz but ultimately fell short.

Take sauna suits introduced in the 1970s, designed to induce sweating for weight loss, which were eventually debunked as unsafe and unsustainable.

Or the infamous ThighMaster of the ’90s, whose laser focus on thigh toning proved too limited to deliver real gains.

The turn of the century brought us Ab Rollers and Ab Belts, which claimed to sculpt abs with minimal effort but were quickly replaced by more effective, holistic core workouts.

And who could forget the Shake Weight? It had its moment, but it left most of us shaking our heads.

Now, another unexpected trend is making waves, fueled by influencers and social media.

Enter Retro Walking – or simply, walking backward.

Is it just another fleeting fad, or does it hold real merit for fitness enthusiasts? To get to the bottom of it, we turned to ACE-certified personal trainer Chris Gagliardi for expert insights.

Unique Benefits 

“Walking, regardless of the direction, offers significant health benefits, including improved cardiorespiratory fitness, enhanced longevity, and reduced risk of chronic conditions like hypertension, type 2 diabetes and cancer,” says Gagliardi. “It also positively impacts function, pain management, sleep, mental health and resilience.”

However, walking backward, or retro walking, adds unique advantages.

“Retro walking can improve balance, walking speed and cardiorespiratory fitness to a greater extent, particularly for individuals recovering from stroke,” he explains.

Studies also show that retro walking can lead to greater reductions in pain and functional disability and enhance quadriceps strength in people with knee osteoarthritis. Additionally, it may outperform forward walking in reducing BMI, inflammation markers like C-reactive protein and blood pressure in individuals with overweight or obesity.

“While walking in any direction is beneficial for many, retro walking could offer superior results for specific populations, especially when done in a supervised setting,” Gagliardi notes.

When asked if this trend might catch on beyond niche use, Gagliardi remains cautiously skeptical.

“I am not familiar with exercise professionals who regularly program this activity for their clients, and I do not see people walking down the street backward,” he says. “However, I often see backward walking and running performed in sports conditioning programs, especially for athletes who may need to move backward as part of their sport’s demands.”

He points out that backward walking has been proven to burn more calories.

“Looking at the data from the 2024 Compendium of Physical Activities, you can see that walking backward has a greater MET value than walking forward at a similar pace. And the higher the MET value, the greater the caloric expenditure,” he explains.

Intentional Programming

When incorporating backward walking into client routines, Gagliardi advises trainers and coaches to approach it thoughtfully.

“One of the best ways to introduce backward walking is to go slow and low and to be supervised,” he says. “Starting at a slow pace and low intensity is key, as backward walking offers a greater balance challenge, requiring caution during its introduction. Trainers might incorporate brief backward walking intervals into a client’s existing walking routine or include it as part of warm-ups and cool-downs.”

For clients with specific goals like improving strength, balance or preventing injuries, backward walking can be tailored to fit their needs.

“It’s important to understand why you’re adding a new exercise – whether it’s for variety, to overcome a barrier or to meet a specific goal,” Gagliardi emphasizes. “For instance, if forward walking causes discomfort, backward walking might be a pain-free alternative to include cardio in a client’s regimen. Regardless of the purpose, safety and clear intentions should guide its implementation.”

In the end, Gagliardi believes this new modality could have staying power.

“Retro walking has staying power when it comes to improving health and wellness,” he says. “I can’t say, however, how popular this will become in non-clinical settings. But when done in a safe manner, retro walking can lead to health benefits and is a good option for adding variety to a workout or challenging your body in new ways.”

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In an industry as competitive as personal training, standing out means not just being good at what you do, but being the best. One pathway to achieving this status is through continued education and certification. 

However, with the plethora of fitness certifications available, personal trainers may wonder: What is the return on investment (ROI), and how can I maximize it?

The Value of Fitness Certifications

At first glance, the investment in fitness certifications might seem steep. Costs can range dramatically, depending on the program’s prestige, scope and included resources. However, the value derived from obtaining these certifications goes beyond the initial expense.

Reena Vokoun, ACE-certified fitness professional, founder and CEO, Passion Fit, San Diego, says that obtaining a certification from a reputable organization is “extremely valuable and highly encouraged in order to maximize your earnings and ROI.” 

“Investing in a solid education will earn you credibility and respect in the industry,” Vokoun says. “As a result, you’ll be empowered to set your fees at or above the industry average. And if you want to work for another company, you’ll be in a favorable position to negotiate for higher pay.”

Certifications serve as a badge of expertise and dedication. They signal to potential clients and employers that you are committed to your profession and possess up-to-date knowledge. This credibility is invaluable in attracting people willing to pay premium rates for high quality training.

Ami McMullen, TRX Master Instructor and owner, Studio Hustle, Louisville, KY, says that after nearly 20 years in the fitness industry, the ones who stay curious and keep learning are the ones who are most successful.

“As a fitness professional starting out in 2005, I couldn’t get hired anywhere in San Diego without a certification, and now, as a fitness studio owner myself, I don’t hire anyone without one,” McMullen says.

“Not only does a certification ensure that a person knows the minimum, someone who is willing to invest the money for their materials and their time to study for the exam is going to perform well at their job, and ultimately benefit the business.”

Maximizing ROI on Fitness Certifications

To ensure you’re getting the most out of your investment in fitness certifications, consider the following:

Choose Wisely

Research and choose certifications that are not only reputable but also align with your career goals and interests. Look for certifications that are accredited, have a track record of success and support, and provide ongoing resources as your career progresses. 

Leverage Your Network

Use your certification as a networking tool. Participate in related workshops, seminars and online forums. Engaging with the community can open opportunities for collaborations, client referrals and insights into market demands. 

Market Your Skills

Update your website, social media profiles and business cards to highlight your certifications. Articulate how your specialized skills can benefit potential clients, focusing on the unique results you can deliver. 

Continuous Learning

View each certification not as an end goal but as a stepping stone. The fitness industry is constantly evolving, so staying informed and continually updating your qualifications can keep you relevant and in demand.

“Fitness is evolving rapidly, with new scientific discoveries emerging daily,” says Tricia Murphy Madden, co-founder of Fit Pro Programming, Seattle.

“By maintaining a certification, fitness professionals commit to ongoing education, typically on a yearly or bi-yearly basis,” she says. “Without continuing education, I might still be instructing with outdated methods, while wearing a thong over my tights and shouting ‘kick higher.’”

Calculating the ROI of Fitness Certifications

While the cost side of the ROI equation is usually straightforward, quantifying the benefits to accurately calculate the ROI requires a more nuanced approach.

Quantifying the benefits of fitness certifications involves looking at both immediate gains and long-term growth. Here’s how to approach this step: 

Increased Earnings: One of the most direct benefits is the ability to charge higher rates due to your enhanced qualifications. Estimate how much more per session you can charge and multiply this by the number of sessions you conduct annually.

Employment Opportunities: Certifications can open doors to positions that specifically require such credentials, often at a higher salary bracket. Compare the average salaries for certified versus non-certified trainers to gauge this benefit.

Client Acquisition and Retention: With advanced credentials, your marketability increases, attracting more clients and, importantly, retaining them. This can be measured by calculating the increase in your client base and the improved retention rate after obtaining your certification.

Networking Opportunities: The connections made through certification courses and associated events can lead to partnerships, referrals and other opportunities. While harder to quantify, estimate the monetary value of these opportunities based on past experiences or industry standards.

Skills and Knowledge: The intrinsic value of the knowledge gained and its application in training sessions can lead to better client outcomes, testimonials and referrals. Assign a value to this based on the potential increase in business and client satisfaction.

To calculate the ROI for fitness certifications, add up all the financial benefits you expect to gain, outlined above. Once you have the total sum of these benefits, subtract the initial cost of obtaining your certification. This difference gives you the net benefits – essentially, what you’ve gained financially after covering your initial investment.

Then divide these net benefits by the original cost of the certification. This shows you what fraction of the cost you’ve gained back as benefits. To express this as a percentage, which is how ROI is typically presented, multiply that fraction by 100.

For example, if the total financial benefits you’ve calculated amount to $8,000, and your certification cost $1,000, your net benefits are $7,000 ($8,000 in total benefits minus the $1,000 cost). Dividing $7,000 by the $1,000 cost gives you 7. Multiplying by 100 to convert this into a percentage, your ROI is 700%. 

This means you’ve gained back seven times the amount of your original investment, highlighting the substantial value of pursuing fitness certifications.

This calculation shows a substantial return. Keep in mind, however, that the exact numbers will vary for each individual and situation. The key is to carefully consider and conservatively estimate each component to ensure an accurate and meaningful ROI calculation.

Know Your Worth

The path to becoming certified is a strategic investment that can yield big returns. By selecting certifications that align with market needs and personal passions, and committing to ongoing education, personal trainers can ensure that their investment pays off, securing a competitive edge.

Murphy Madden points out that, with the “rapid rise of the Ozempic revolution,” certified fitness professionals have a chance to offer significant value to clients and potentially collaborate with medical professionals.

“This opens up doors to finally earn a living through teaching and training,” she says. “Holding a nationally accredited certification holds greater significance than ever before. 

“The industry is evolving, increasingly intersecting with healthcare, medicine and wellness sectors. As we move forward, the wellness community will increasingly rely on fitness professionals to offer invaluable contributions beyond just medical expertise.”

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The American Council on Exercise (ACE), a non-profit education and certification provider for health coaches and exercise professionals, announced that Cedric X. Bryant, PhD, FACSM, will take over as CEO starting July 1. 

Bryant succeeds Scott Goudeseune, who has led ACE for over 15 years, during which time the organization expanded its influence in the global health and fitness community.

The leadership transition aligns with ongoing changes in the health and fitness industry, which is increasingly incorporating new technologies and focusing on health equity and accessibility. These developments aim to help individuals worldwide lead more active lives.

“I am deeply honored to lead ACE and build on the strong foundation laid by Scott. I look forward to advancing our mission and making a meaningful impact on public health globally,” Bryant said.

Bryant has been with ACE since 2001, serving most recently as president and chief science officer. He brings to his new role over 35 years of experience in health and fitness, with a background in exercise science and behavior coaching. 

His past roles include serving on advisory committees for the World Health Organization, Centers for Disease Control and Prevention, and the National Academies for Science, Engineering and Medicine.

A vocal advocate for health equity, Bryant has been a pivotal figure in the ACE Equity, Diversity, and Inclusion initiative. His commitment to fostering inclusive health practices is evident in his dedication to providing strong, science-backed educational resources to communities worldwide.

In an article he wrote on the topic of healthy equity, Bryant encouraged fitness and wellness professionals to explore their own implicit biases and “to show empathy by demonstrating an active interest in each individual’s internal perspective.”

Bryant’s academic contributions include authoring more than 300 articles and co-authoring or editing over 40 books. He earned both his doctorate in physiology and master’s degree in exercise science from Pennsylvania State University, receiving the institution’s Distinguished Alumni Award.

“We are thrilled to welcome Cedric as our new CEO. His vision for the future of health and fitness aligns seamlessly with the values and mission of ACE,” said John Lally, incoming Chair of the ACE Board of Directors.

Lally also noted that Goudeseune will continue to support the organization as a strategic advisor to the CEO.

In related industry news, the International Sports Sciences Association (ISSA) also recently announced a new CEO. This leadership change among certifying organizations could lay new groundwork for the industry in the coming years.

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The American Council on Exercise (ACE) and Precision Nutrition are introducing the AI Bootcamp for Coaches, an on-demand, self-guided online course that trains health and fitness professionals how to integrate artificial intelligence (AI) tools into their businesses and client interactions.

The comprehensive, eight-module bootcamp utilizes AI tools like ChatGPT and DALL-E 3 to teach coaches techniques for creating highly personalized client resources, crafting impactful marketing content and streamlining business operations for maximum efficiency. 

The modules guide coaches through diverse AI skillsets catered to the fitness space, beginning with a strong grounding in the basics and possibilities of AI usage. Subsequent modules focus on leveraging AI tools to attract ideal clients, tailoring products and services, and producing streamlined wellness programs.

“Health and exercise professionals who learn to successfully leverage AI will place themselves at a significant competitive advantage,” says Cedric Bryant, ACE president. “It stands to elevate the personal training experience, making it more data-driven and potentially more successful in promoting health and well-being.”

Unique, highly practical features include using AI as a coaching simulator and receiving personalized feedback on simulated client interactions to hone skills before real-world implementation. For this benefit and many others, Lauren Shroyer, ACE’s vice president of product innovation, says that AI is an essential emerging tool. 

“This course allows tech-savvy coaches to strategically enhance service delivery and efficiency through AI integration,” Shroyer says. “It directly meets a growing market demand for more efficient, data-driven coaching methodologies that can provide clients with a customized, premium experience.” 

The curriculum is guided by Precision Nutrition’s elite Master Coaches, who blend technical and coaching expertise. This strategic partnership differentiates AI Bootcamp for Coaches from other generalized AI resources and tool-specific educational materials currently on the market.

With consumer demand for hyper-personalized health and wellness solutions driving fitness and AI’s projected valuation growth from $7.8 billion in 2022 to a potential of $30.6 billion by 2030, the course puts coaches adopting AI integration at a potential advantage moving forward. 

Enrollment for ACE’s AI Bootcamp for Coaches opens next month.

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The fitness industry’s benchmark for excellence is continuously shifting, highlighting the critical need for fitness professionals to stay informed. Fitness education and certification is on the cusp of a new era, fueled by technological innovation, evolving client expectations and a deepening comprehension of wellness.

Ahead of IHRSA 2024 and other upcoming fitness industry trade shows, Athletech News spoke with leading organizations shaping the industry’s future, including the American College of Sports Medicine (ACSM), American Council on Exercise (ACE), International Sports Sciences Association (ISSA) and National Academy of Sports Medicine (NASM). These players are driving innovation by launching new products, services and initiatives designed to improve fitness professionals’ skills, employability and influence.

As we step into 2024, the blend of technological advancements, a focus on wellness over traditional fitness training, and the introduction of innovative programs and tools promise to redefine professional excellence in our industry. 

ACE Commits to AI Education & Community Building

The American Council on Exercise (ACE), founded in 1985, provides NCCA-accredited certifications, continuing education and evidence-based health information. Sarah Beavins, ACE’s Vice President of Sales & Marketing, said that ACE is dedicated to keeping health and exercise professionals equipped with timely, relevant information, and named artificial intelligence (AI)/fitness technology as one area of focus in 2024.

She referenced a recent report from Future Data Stats in which the global AI in Fitness and Wellness Market was valued at $7.80 billion in 2022, and is expected to grow at a CAGR of 20.5%, reaching $30.56 billion by 2030.

“AI can be an assistive tool in developing personalized recommendations and adaptive programs for clients, and all exercise professionals and health coaches should understand the ins and outs of this emerging technology,” Beavins said. “AI also has the power to help health and exercise professionals run a more efficient business, while growing and maintaining their clientele.”

Another area of focus for ACE is building a unique community where health and exercise professionals have a trusted, safe place to connect. Beavins mentioned the recently launched ACE Pro Connect 2.0 app, which “allows like-minded health and exercise professionals to share ideas, talk through pressing issues and gain insights to build their career.”

Beavins also highlighted ACE’s goal to create timely educational content that helps exercise professionals and health coaches navigate the evolving landscape of weight management and GLP-1 drugs and announced that ACE will be offering a 200-hour yoga certification this year. 

ACE is also actively working to ensure that those in the LGBTQIA+ community experience a welcoming and inclusive fitness environment. The organization offers several EDI education resources, including courses, webinars and LGBTQIA+-specific live conversations so fitness professionals will be equipped with not just the knowledge but the tools to serve individuals who have not always felt welcome in a health or fitness setting.

ISSA Focuses on Wellness Coaching, Recruitment

Since 1988, the International Sports Sciences Association (ISSA) has been working on its vision to connect 100 million people to the power of healthy living by 2030, with a focus on service, promoting wellness, and fostering connections.

ISSA’s Chief Growth Officer, Craig Bradley, said that this year marks a significant shift towards embracing optimal wellness, strongly supported by ISSA’s commitment to health coaching. 

“In the fourth quarter of last year, we expanded our portfolio by acquiring Health Coach Institute along with other prestigious brands in the wellness education space, signaling our dedication to this growing field,” Bradley said. “Data suggests that consumers are increasingly prioritizing wellness and fitness, with interest in these areas outpacing traditional fitness training by a substantial margin. This indicates a clear preference for holistic health and life coaching over conventional training methods that focus mainly on physical exercise.”

Bradley also mentioned the development of a recruitment solution tool, launched last year, designed to connect ISSA graduates with potential employers. 

“We’ve observed a strong demand from the industry for such a streamlined recruitment process,” said Bradley. “This platform showcases our graduates, featuring their profiles, qualifications and locations. With approximately 3,000 trainers graduating monthly, many are actively seeking career opportunities, particularly within their local communities. This system allows us to directly address the industry’s demand for qualified trainers by offering direct access to a pool of newly certified professionals.”

Of note, ISSA is also expanding its highest enrollment course offerings in Spanish, recognizing the global diversity of its audience.

NASM Launches Comprehensive Membership Program

The National Academy of Sports Medicine (NASM) has been educating fitness professionals for over 35 years, and offers a range of science-based training programs and strategies.

The company recently launched a membership program called NASM One, a response to the growing realization that achieving and maintaining health is a multifaceted endeavor that demands a deep understanding of nutrition, mental health and the ability to leverage technology to achieve better outcomes. 

“NASM One brings together multiple tools and exclusive resources to support fitness professionals’ personal development, professional growth and career longevity,” said Mike Fantigrassi, MBA, MS, senior director, product development. 

“At launch, NASM One features over 300 continuing education courses, four career education courses, how-to and trending topics guides, the EDGE app, member discounts, CPR/AED certification, and unlimited access to NASM fitness experts.” 

NASM has also updated its Performance Enhancement Specialist (PES) course, which is designed for performance-minded coaches.

“The PES combines critical thinking with a deep understanding of exercise science to tailor training that minimizes injury risks and maximizes athlete potential,” Fantigrassi said. “With a focus on individual athletes, the course integrates real-world coaching insights and the latest in sports psychology and recovery science.”

NASM has included new chapters on communication and youth training, alongside evidence-based injury prevention, which Fantigrassi said ensures (fit pros are) equipped to support both the physical and mental aspects of athletic performance.

ACSM Offers Enhanced Training Programs for the Modern Era

The American College of Sports Medicine (ACSM) was established in 1954 and has grown into a global sports medicine and exercise science organization, with more than 50,000 international, national and regional members, all committed to promoting healthier lifestyles.

Francis Neric, MS, MBA, associate vice president of certification and credentialing, said that ACSM continues to advocate for efforts to raise the bar for health fitness industry certification through its professionalization efforts, including third-party accredited certification, requiring accredited exercise science degrees to sit for its highest level certifications, and the national registration of exercise professionals.

In 2024, ACSM turns its efforts toward career advancement and healthcare referrals. ACSM recently launched new Inclusive Fitness Specialist, and Physical Activity and Public Health Specialist designations. Additional ACSM offerings scheduled for launch in 2024 include a Youth Exercise Specialist and a Cancer Exercise Specialist, developed in partnership with the American Cancer Society, with more options planned to be introduced later this year.

“ACSM has converted its specialty certifications (written exams only) into educational certificate programs,” said Neric. “Educational certificates are advanced training programs that extend a certified professional’s capabilities to practice in specialized fields. These fields either: (1) are emerging areas with limited and/or ongoing research, or (2) require additional training, knowledge, or skill to safely and effectively work with clients or patients, taking into account unique considerations.”

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One major challenge fitness facility owners and managers are facing is a high employee turnover rate, which makes it difficult to retain knowledgeable, seasoned staff.  It takes significant time and money to build and manage a skilled personal training team – and then there’s the task of keeping them from leaving. Constant churn has a big impact on gym operations during a time when many are still finding their way out of COVID.

To address this pain point, the American Council on Exercise (ACE) has launched a new online certificate program, “Intro to Personal Training: A Career Starter Course,” aimed at addressing the skills gap in the fitness industry by equipping new fitness professionals with essential knowledge and practical skills. 

This self-paced course is designed to make participants job-ready in less than two weeks, a response to the industry’s need for qualified staff who can engage with gym members effectively, which may lead to improved retention.

Brian Greenlee, ACE’s director of business development, highlighted that the course directly responds to the challenges health clubs face during the onboarding process.

“ACE has listened to the concerns of health club managers, and this course offers a solution,” Greenlee says. “Health club owners and hiring teams can now bring in new staff and have them ready to engage with members.”

Post-COVID Hiring Woes

The fitness industry, like many others, has been facing a skills shortage, further exacerbated by high turnover rates and heightened demand for knowledgeable employees. According to Forbes, companies have struggled to find qualified candidates, a trend that remains prevalent across various sectors. 

“The hiring environment for many gyms and clubs has dramatically changed ever since the COVID-19 pandemic,” says Jon Baraglia, senior director of fitness at Fitness Formula Clubs. “In order to address staffing shortages, many clubs are hiring individuals with less experience, and clubs have revamped their employee onboarding, such as bringing newcomers up to speed in the industry with introductory courses.”

The ACE Intro to Personal Training: A Career Starter Course answers the call of employers by addressing the key skills development that best supports health and fitness clubs with the onboarding of new employees. These include sales, client retention, communication, program design, behavior-change coaching, and creating an inclusive environment. 

The program utilizes the ACE Integrated Fitness Training (ACE IFT) Model, the ACE Mover Method,  and the ACE ABC Approach, tools that enable trainers to develop individualized exercise programs and coach clients towards healthier lifestyles using behavior-change science principles.

Meeting Personal Trainers Where They Are (Or Will Be)

Lauren Shroyer, MS, ATC, and vice president of product and innovation at ACE, says the course is a precursor to the personal trainer study program and certification exam. 

“There is no prerequisite for the course,” Shroyer says. “In fact, it is a great course for any facility staff to improve their understanding of communication, sales and foundational exercise concepts so they can better serve members.” 

Shroyer adds that many clubs are hiring people who are not yet certified and then asking them to complete their certification within several months of hire. This course can act as an onboarding partner. 

“It allows new hires to, in collaboration with credentialed personal training staff, serve select club members and become a revenue-generating staff member even before they are certified,” she says. “Further, the course is a smaller time and financial investment than a full certification. Clubs expect a certain amount of turnover from newly hired staff members, and this course is a more modest investment in a new staff member.”

ACE, a nonprofit education and certification provider since 1985, has over 90,000 certified health coaches and exercise professionals who advocate for public policies to increase physical activity opportunities and support scientific research in exercise effectiveness.

This new course is part of ACE’s broader efforts to build healthier communities through education and advocacy. 

To learn more about the ACE Career Starter Course, visit here.

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Gym anxiety is a common experience for many, but some experts in the fitness and wellness industry have begun to recognize and address the specific anxieties faced by those in the queer community and working to create and promote a more inclusive space.

Some gyms, such as Sacramento’s Queers and Allies Fitness, offer personal training programs, nutrition coaching and sports massage designed to be inclusive for all members. Education is also essential: the American Council on Exercise (ACE) is working to ensure that those in the LGBTQIA+ community will experience a welcoming and inclusive fitness environment.

“We strive to achieve this by being the first health and fitness organization to offer health and fitness professionals education and training in the areas of equity, diversity, and inclusion (EDI),” said Amanda Cass, ACE Fitness chief operating officer.

ACE offers several EDI education resources, including courses, webinars and LGBTQIA+-specific live conversations so fitness professionals will be equipped with not just the knowledge but the tools to serve individuals who have not always felt welcome in a health or fitness setting.

“Our flagship course is offered for free to current ACE Certified Professionals and a low cost for all others,” Cass said. “This course equips health and exercise professionals with the tools to use empathy, inclusive language, and person-first care when working with clients.”

Fitness for All

As ACE works to educate fitness professionals in a variety of ways, practitioners would be wise to consider deepening their understanding of the LGBTQIA+ community in order to better serve all fitness clients. 

According to Mariah Rooney, MSW, LICSW, co-founder and co-director of Trauma Informed Weight Lifting, it is an absolute necessity that fitness practitioners be sufficiently trained in inclusion in fitness.

“Movement is for everybody,” Rooney said. “But we certainly, I think culturally, have made that not very true. We have done a lot of things in a toxic fitness culture.”

Rooney references the concept of the “fitness-industrial complex,” a term coined by Justice Roe Williams, a certified personal trainer and founder of Fitness4AllBodies. Rooney notes that the fitness-industrial complex is based on a capitalistic system that has found ways to monetize fitness and movement but does so in an exclusionary way. It’s a notion that fitness trainers and professionals should digest and consider. 

“It’s a way that shames and excludes certain people or pressures certain people to move in certain ways and not others or to shame them into participating in fitness and movement so that they can conform to cultural standards,” Rooney explained.

It can be difficult to acknowledge that, in many ways, the call is coming from inside the house – the fitness industry. However, Rooney and others who are working to elicit change and acceptance believe that the first step is recognizing that this framework exists, even if they’d prefer a more inclusive model.

“It’s a necessity for fitness professionals to be aware of that cultural context because that’s the environment in which they’re functioning and working with people,” Rooney said.

According to Rooney, the fact that consumers are marketed to in ways that depict “ideal” bodies, shapes, sizes and colors may make individuals feel excluded, unwelcome or unsafe in many environments.

Actions Speak Louder Than Words (or Flags)

Although many are working behind the scenes and even on the front lines to change the script when it comes to inclusion in fitness, such as ACE, Rooney is the first to admit that she doesn’t think there’s a magic wand that fitness operators can wave to make all of their members automatically feel comfortable and safe.

“We talk a lot in Trauma Informed Weightlifting about how ‘safety’ is a really tricky word because what may make one person feel safe, may make another person feel unsafe,” Rooney said. “What makes one person feel welcome may make another person feel unwelcome.”

That’s not to say that all hope is lost; instead, Rooney suggests that fitness operators listen to their community while centering the needs and voices of people who are the most marginalized and discriminated against in general, but particularly in fitness spaces, and let that be the standard for how choices are made.

It goes deeper than just virtue signaling and calls for action-based methods to create a genuinely inclusive environment, Rooney points out.

“We can fly a flag out front that communicates something or put stickers in the window or do different things,” Rooney said. “But once you walk through the door, it has to be experienced, it has to be embodied in reality in that space and there are so many ways to consider doing that.”

How To Create Change in Fitness

Rooney suggests fitness operators be thoughtful in the design of their facilities, with gender-neutral bathrooms, locker rooms that are fully accessible for all and the use of gender-neutral language. Another way for fitness professionals to create an inclusive environment in fitness is to change words such as “modification” or “alternative” to “option.”

“A word like ‘option’ is often much better because it tells people there’s a whole spectrum of options here to choose from,” Rooney explained. “It’s not that one is better and one is not as good.”

Overall, Rooney is encouraged by the growth of organizations and groups that she says are elevating conversations about inclusion and fitness.

“Particularly for LGBTQIA+ folks or fat and large body folks or BIPOC folks,” she said. “It’s incredible to see how many people are stepping out and saying we need to participate in some pretty large-scale cultural shifts.”

The reasons for change are clear, Rooney points out. 

“I think it will continue because it’s necessary,” she said. “People are hungry for it. They want radical inclusion in these spaces. People want to experience joy in their bodies and how they move their bodies. They want to feel strong and that’s a really hard thing to do when you don’t feel welcome in these spaces or in certain types of movement.”

Update: This article has been updated with additional information on the “fitness industrial complex.“

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