The modern member is driven by a desire for community and social connection, making group training the natural environment to deliver on these goals. But recruiting top Instructor talent to support demand is one of the industry’s most-pressing issues. The Nurturing the Next Gen: Blueprint for Instructor Recruitment report revealed that 14% of strong Instructor prospects are overwhelmed by the thought of the training process, while a further 15% don’t know enough about the process.
The Edge Fitness Clubs, which operates 43 sites across the US, has tackled the lack of information around the Instructor process head-on, embracing education, clear guidance and myth-busting to reach new talent. As a result, they’ve strengthened their group training team by recruiting internally, leveraging its wealth of existing talent to upskill in-house Personal Trainers into Instructors. Their natural skills, such as knowing how to coach individuals, translate powerfully in a group setting, creating sessions that feel personal even in a crowd. Furthermore, they already have established relationships with members. Transitioning those members over to group training with the help of a familiar face leading their class increases trust, motivation, and attendance.
Recruiting internally also strengthens a club’s position as an employer who cares about long-term staff development. The Nurturing the Next Gen report found 69% of Instructor prospects are looking for strong pathways to progression and development.
Erika Zaleta, Vice President, Clubs, at The Edge, and Sarah Gruba, Les Mills Trainer, initiated the Personal Trainer transformation to support the launch of LES MILLS CEREMONY™ – a dynamic group training program that harnesses the expertise of fitness coaches to enhance member engagement. Here, they share their winning approach that’s tackled preconceived ideas about group training head-on.
What were your personal trainers’ initial thoughts on becoming LES MILLS CEREMONY Instructors?
Erika Zaleta: Initially, it was a challenge. Our trainers saw group training as something managed by the Group Training department, whereas they were focused on personalized workouts. There was a mindset shift required to help them see how CEREMONY aligned with their strengths. However, once they understood the science behind the program and the extensive research that went into its development, they became open to the idea.
What steps were taken to educate and engage trainers in this transition?
EZ: Education was key. We hosted an intensive training session where PTs had the opportunity to learn from experienced Les Mills Instructors. Before our PTs understood the new methods of coaching Les Mills is opening up, they were uncertain how it could be relevant for them. Being able to hear about the science behind the training, and the extensive testing the workouts go through before even launching really shifted the mindset. Having access to existing Instructors helped with the mentoring process. They were amazing, and helped cover off all our trainers’ questions. Our PTs were super open to learning what Les Mills is all about, and they left that eight-hour training with a completely different mindset.
What level of adoption did you see among trainers?
EZ: The results were outstanding. Around 90% of the Instructors we certified in our first round across 13 clubs were personal trainers. While some clubs had existing group training Instructors leading small group classes, the vast majority of our CEREMONY Instructors came from our PT team – helping to strengthen our overall Instructor squad.
Q: What advice would you give to other operators looking to integrate personal trainers into group training?
Sarah Gruba: One of the biggest factors in this transition was removing preconceived notions about what group training represents and how it shows up. So we focused on educating PTs about the broader scope of LES MILLS programming. Demonstrating how CEREMONY aligned with their coaching style helped ease their concerns and increase buy-in.
Q: How did the opportunity to gain more clients impact trainer motivation?
Sarah Gruba: This was a significant factor. Many trainers said they felt stuck when working with larger groups and wanted to improve their engagement and coaching techniques. CEREMONY provided a framework for them to enhance their coaching effectiveness, leading to stronger client relationships. The connection built in-class helps strengthen their appeal to members seeking personal training services, creating an organic pathway for trainers to expand their client base.
Q: How did you structure the implementation process?
Sarah Gruba: We took a different approach based on lessons learned from previous rollouts of the program. Instead of presenting CEREMONY strictly as a Les Mills program, we positioned it as a tool to make trainers’ jobs easier. We emphasized how the pre-designed workouts would lighten their workload, improve their coaching, and drive better member results. By showing them that CEREMONY could be seamlessly integrated into their existing coaching methods, we made it more accessible and appealing.
Q: Did CEREMONY’s format help overcome hesitations about group training?
Sarah Gruba: Absolutely. Many trainers were hesitant about traditional group fitness because it often involves choreography and structured routines, which didn’t align with their preferred coaching style. What new LES MILLS workouts like CEREMONY have done is given them the same amazing, safe, effective workout, but in a vessel that feels more comfortable and natural to them. It’s freed them from their preconceived notions around choreography and they're able to focus on what matters to them the most, which is the technique in the coaching.
4 Key benefits to transitioning PTs:
- Stronger Trainer Engagement: Trainers who initially hesitated ended up fully embracing CEREMONY, seeing it as an extension of their coaching skills.
- Increased Client Connections: Fostering deeper connections between trainers and members, often leading to new PT opportunities.
- Enhanced Coaching Skills: PTs improved their ability to lead larger groups while maintaining personalized interactions.
- Smoother Implementation: Positioning CEREMONY/group training as a complement to personal training, rather than a separate entity, facilitated a seamless transition.
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