Building an Instructor pipeline: How to recruit for impact

As a broad range of equipment becomes expectation and digital options expand, your people and human expertise are the true differentiator. Modern members aren’t just looking for a place to work out; they’re looking for a place to belong. A social hub that fits into their lives. And it’s your team that brings that environment to life. Engaging staff and an atmosphere that lifts spirits are driving decisions: 64% of consumers are more likely to workout somewhere with a good vibe.

Instructors sit at the heart of this. They’re not just delivering workouts – they’re hosting the experience, setting the tone, and creating the connections that turn visits into habits. And despite many of today’s members growing up as digital natives, just 11% of Gen Z prefer AI workout guidance over human coaching: signalling an unrelenting appetite for human connection and expertise.

That’s why creating an always-on recruitment pipeline is a key strategic play. Not only does a full-strength Instructor team ensure a seamless experience for members, it’s your team’s ability to make people feel seen and part of something bigger that drives real retention. The Instructors you hire shape your community, your atmosphere, and your long-term growth. Because while facilities may attract members, it’s people that keeps them coming back. If you’re planning a recruitment campaign, explore tactics to help guide your approach – and attract the right people to your club.

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HIRING FOR IMPACT

So, who are you looking for? There are many facets to being an Instructor that can be taught or finessed, such as performance, movement mastery and vocal projection. But there should be a base sauce of key ingredients as illustrated below:

A passion for fitness, motivational attitude and a willingness to help propel your club forward are all key when searching for the right Instructor, but so too is the ability to create genuine human connection – building trust, community, and experiences that keep members coming back. Les Mills Presenter, Bronte Terrell, says: “Focusing on the members helps pull me out of my own head and into something bigger. People come in with their own experiences, and part of our job is to meet them there and help lift them. Those moments of connection are a real privilege.”

Watch Bronte’s journey in RISE: Search for the Ultimate Trainers

WHERE TO FIND INSTRUCTOR TALENT

Finding great Instructors often starts at home. Your studio is a natural pipeline – home to members who show up consistently, move well and already understand the experience you’re trying to create.

The gym floor is another strong source, with PTs, staff and regulars who already build relationships and have the confidence to coach – many are just waiting for the opportunity. Online channels also open new doors, TikTok creators and even your own members posting online bring personality, performance skills, and built-in confidence on camera – traits that translate brilliantly into group training. 

Taking a proactive approach, through open days or auditions, can uncover untapped talent, while local performing arts colleges, dance troupes, cheer squads and community groups offer a steady stream of motivated, performance-ready individuals. Connecting the dots between what people are doing outside your club and how that experience can add value inside it unlocks a stronger talent pool.

And if you’re a Les Mills partner, Les Mills Connect provides a direct route to qualified people already engaged and looking for opportunities.

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WHY GREAT INSTRUCTORS FOLLOW GREAT EXPERIENCES

When your programming reflects how modern members want to train – fresh, relevant, and aligned to current trends – it doesn’t just drive participation, it builds momentum. That energy creates a natural pull for Instructors too, attracting people who want to be part of something current and in demand. In turn, the right experiences don’t just fill classes, they help build the Instructor pipeline behind them. 

At the University of Iowa, a switch up in programming and increased student advocacy for group training sparked record Instructor recruitment and soaring member engagement. Jamie Poch, Assistant Director of Fitness, Group Fitness, says: “Introducing the Innovation Collection has been a game changer. LES MILLS STRENGTH DEVELOPMENT™ initially resonated most with our 35+ demographic, but is now attracting more student participants, thanks in part to younger Instructors who recently became certified and serve as university personal trainers. Their presence on the gym floor and in the studio sparks both familiarity and intrigue, encouraging members to explore everything on offer.”

SUPPORTING INSTRUCTORS BEYOND QUALIFICATION

Training, qualifying and landing a coveted spot on your schedule is just the beginning of building a winning Instructor team. Keeping your new Instructors engaged, progressing and confident secures their ongoing commitment and offers mentorship opportunities for your existing team.

Tine Boles, Group Training Development Manager at West Wood Clubs explains why wrapping your team in support is essential: “I can't promote team teaching enough, especially if you have a really experienced Instructor and then a brand new person on your rota – you cannot expect that the level will instantly be the same. But the class experience for a member has to be the same, whether their Instructor has been teaching for years, they're new to instructing and a natural, or they’re finding their feet as a new Instructor.

“Some people are natural performers, and that’s great, but not everyone can deliver all the elements as quickly. That’s why I place so much importance on bringing new and experienced Instructors together. They need to team teach to build their confidence and competency. It means that when they finally get to that point where you give them a prime-time slot, it won’t be intimidating for them.”

3 TOP TIPS FROM THE EXPERTS

Kylie Gates and Dan Cohen’s group training careers both began with a shoulder tap. They are now renowned leaders who’ve taught in clubs all over the globe and trained thousands of Instructors. Here are their tips for making in-club recruitment seamless:

1.  Look for members with great energy and a teachable attitude, who are athletic and great connectors. Pull potential Instructors aside and tell them why you’ve selected them. That moment is often the one they’ll never forget – we haven’t. 

2. Encourage your Instructor team to share their own journey in class to inspire others to take the next step into instructing. Encourage them to take questions and share how instructing has given them a sense of purpose and belonging, but importantly, that the heart of the mission is to develop their own skills as a fitness leader. 

3. Address the fears of current Instructors by reminding them that positive change for your club creates a halo effect. More Instructors brings more energy, more demand and ultimately more classes – which benefits everyone. 

Check out more Dan and Kylie's tips for nurturing Instructors here.