I’ve been thinking a lot lately about how each generation in the fitness industry has had to build on what came before. Looking back, the first generation had the toughest job—they were up against a cold start, which is the hardest challenge to work through in business. These trailblazers had to fight to get capital just to open their doors, buy equipment, and convince people in their communities to invest in their health. Just think about how difficult that was compared to where the industry is today.

But because they pushed through, the next wave had a foundation to build on. They could start thinking about delivering higher quality experiences than the first generation, improving gyms, upgrading equipment, and creating better atmospheres. That's when the concept of the gym as a “third place” really started to take hold, where people could go not just to work out but to feel a sense of belonging. The average health club you visit today is an incredibly experience thanks to all of the hard work that was put in there.

And now today, especially after the pandemic, health and fitness is something people actually want to spend their money on There are more options than ever have been out there, but that’s become its own kind of challenge. With so many choices, how can someone know where to start? And for most people, the single best thing they could do is hire a personal trainer—someone who can help them prioritize good sleep, quality food, and consistent movement. In my opinion, no one is better positioned to make a real difference in someone’s life than a good trainer.

The tough part is that a lot of fitness business models are still stuck in the past. I’m more convinced than ever that our job as this generation of fitness pros—whether you’re running a multi-location gym chain or working as a trainer—is to focus relentlessly on unlocking new ways of creating value for the members of our ecosystem. We need to open up paths that weren’t there before. How can we make it easier for trainers to build sustainable careers, find balance, and actually make a living? How can we keep these amazing people in the industry so they can keep helping drive health outcomes for the people in their communities?

That’s what we’re all about at StrengthPortal We’re here to support you, to figure this out together, and to make a real impact. We’re just getting started, and I’m excited to see where we can go from here.