I wanted a blog title that fit my personality better. Something like: “Life as a Fitness Professional: See Brick Wall. Throw Face Into It. Repeat.” But you know, SEO and all.
Being a personal trainer or coach isn’t all kitten kisses and rainbows. Sorry for the vague start. Let me be clear: I love what I do, and I wouldn’t have stuck with it for twenty-something years if I didn’t get real joy from it. If Hollywood tapped me to be the next Jason Bourne tomorrow, I’d walk away faster than you can say undulated periodization.
I’ve been lucky and hardworking, building a career that fills me with pride, gratitude, and satisfaction, while also providing sustenance. Some might argue that being a fitness pro is a pretty sweet gig. You get paid to hang out in a gym all day and wear sweatpants. The field is easy to enter, which has upsides and downsides. It’s good that you don’t need to drop $40,000 a year on a degree, but it also means a lot of people can become trainers.
There are other perks too: you help and inspire people daily, you get a free gym membership, you can largely set your own schedule, you can eat from a Pyrex container and no one will judge you, and yes, you get to wear sweatpants to work every day.
But there’s a dark side. The numbers vary, and it’s often a rough ballpark: many fitness professionals—especially personal trainers—have a life span of about 1–3 years. The average trainer earns roughly $32,000 per year, working a 60-hour week with minimal (if any) benefits, spotty health insurance, no 401(k), and limited paid vacation. It’s not a dirt-poor scenario, but there’s a reason only a finite number hit six figures. Those who do are usually in big cities or affluent areas where clients can pay higher prices. If you could work 20 hours a week charging $100 per session, six figures could be possible—but that’s not realistic for most. Not many can charge $100 per hour, and many aren’t taking 100% of the profit. When you work out of a commercial gym, you’re often looking at a 30–50% cut.
And cost of living matters. Urban areas may offer higher rates, but you’re also paying more to live (often a lot more for rent and meals).
This is not a “demand” career. Being a fitness professional means you’re in the service industry. How many service workers do you know who truly “make bank”? There will always be demand for funeral directors, electricians, doctors, and used-car salespeople. Personal trainers and strength coaches? Not so much. When the economy slows, people cut discretionary spending. If it’s a choice between paying someone to guide a killer front squat circuit or buying groceries, what wins out?
So, what can you do to avoid burnout and improve your odds? First, read this. The holy grail isn’t necessarily owning your own gym.
Step one: grind, hustle, and stay focused. I hate the buzz around grinding and hustling. I tried following every Gary Vaynerchuk rule for a few days, and it felt exhausting and repetitive. He’s an outlier in terms of work ethic. The reality is that some grinding is part of this industry—you work when others won’t. It’s a crowded market, and you need to stand out and start building a brand. The first step is simple: be excellent at what you do. That takes hard work, consistency, integrity, empathy, and gratitude. Building a brand isn’t a social media illusion; integrity, empathy, and being good at your craft matter.
Step two: brand building. In 2021 and beyond, branding isn’t about stuffing your pages with fancy photos or chasing SEO. As coach Brett Bartholomew has said, social skills are missing in this industry, not more certifications. Brand building is about connection and the ability to form healthy, long-lasting client relationships. Social media can help, but it should support your brand, not be the brand.
Social networks are part of the toolkit, but they aren’t everything. Do the work: coach, interact, deliver results, and build relationships. Curate relationships. Social media should complement your brand, not replace it.
I’ve been at this since the mid-2000s. I started blogging early, which opened doors to conferences and workshops around the world. Being open to ideas, listening, and treating people well helped my brand grow. Today I have multiple revenue streams beyond on-the-floor coaching: distance coaching, writing, presenting and workshops (virtual and in-person), affiliate income, digital products and resources, mentorships, and sponsorships. None of this happened overnight. It’s taken years, and I’m still learning. The market is noisy and crowded, and standing out is harder than ever. But the key remains: publish amazing, consistent content and stay approachable.
And yes, the industry isn’t all profit. Gyms take a share to cover payroll, cleaning, insurance, operating costs, and rent. It’s not all earned on the floor.
That’s the essence of what I’ve learned.
