The personal training industry entered a new phase in 2026. Demand remained strong, but growth became harder. Client acquisition tightened, expectations expanded beyond workouts, and coaches faced increasing pressure to deliver results across in-person, digital, and hybrid environments.
Based exclusively on survey data from ABC Trainerize coaches, the 2026 State of the Personal Training Industry Report outlines how these shifts are changing delivery models, retention strategies, and revenue structures.
🔗 Download the free report to understand what’s driving these changes, and how leading coaches are adapting.
Here’s a recap of the insights that will shape how coaches grow, retain, and operate in 2026.
#1: Scaling Is Possible, But It’s No Longer Automatic
One of the clearest signals from this year’s data is that growth has become harder to earn.
Across the board, personal trainers reported no widespread decline in the number of clients they onboard each month, despite rising competition and economic pressure.
The majority of trainers across cohorts reported onboarding 1–5 new clients per month. This shows that, even as client bases grew for most, onboarding velocity remains constrained. That points to an operational ceiling. Not a demand problem.
In other words, the market is healthy, but scaling needs systems, hybrid delivery models, and a clear retention strategy.
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#2: Fitness Is No Longer the Full Product
Nearly 4 in 10 trainers reported a noticeable change in what clients expect from coaching compared to the prior year. That means that nearly half the market has fundamentally changed what it wants from a coach in just twelve months.
And the “what” is clear. Clients are demanding more than workouts. The most common expectation shifts were:
- More comprehensive support, such as nutrition or mental wellness
- Budget-conscious, wanting flexible options
- More specialized expertise (sports injuries, menopause, marathon training)
- Preference for in-person sessions over virtual training
- Short program, then using AI tools or apps on their own
This is why “longevity over aesthetics” is the underlying signal trend. Trainers are seeing healthspan, specialization, and mental wellness rise as core expectations, not add-ons.
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#3: Hybrid Coaching Is Now the Default Business Model
For years, the industry debated online versus in-person training. In 2026, that debate is largely over.
Surveyed trainers most commonly identified hybrid coaching (in-person plus online) as their primary delivery model, surpassing both fully online and fully in-person approaches.
Roughly half of respondents report hybrid as their main model, compared to ~32% online-only and ~14% in-person-only.
Where the cohorts diverge is how delivery evolves as client volume increases. Our data shows a clear progression pattern here:
- Moving from time-bound delivery (more sessions) to outcome-bound delivery (more support across the week) is the lever that helps trainers graduate from growth to scale.
One way to do so is through on-demand content, where you sell during the 23 hours/day your client is not with you.
The most requested content themes—mobility, strength, mental wellness, and functional training—point to a broader shift. Clients want support that helps them stay consistent, not just challenged.
🔗 Learn the best seller on-demand content specs for 2026, download the report now!
#4: AI Is Both a Competitor and a Teammate
AI and automation are no longer fringe topics in personal training. Approximately 67% of surveyed trainers selected AI and automation tools as the top trend expected to impact the industry, ranking above marketing, nutrition coaching, and wearables.
Adoption is already underway. Over 64% of trainers report actively using or exploring AI, primarily for backend tasks like:
- Marketing
- Programming
- Client communication
At the same time, personal trainers are clear about their concerns. The most commonly cited risks include:
- Loss of personal connection
- Accuracy and safety of AI-generated programs
- How clients perceive AI use
The message from the data is consistent: coaches want AI as an assistant, not a replacement. In 2026, trust remains the currency of coaching, and AI adoption without guardrails risks undermining it.
🔗 Download the report for the full AI insights!
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#5: A New Client Profile Is Emerging: The Medicated Client
One of the most significant external forces shaping coaching today is the rise of GLP-1 and other anti-obesity medications.
For medicated clients, training is no longer about burning calories. It is about preserving muscle, supporting health, and managing side effects. Resistance training, recovery, and conservative progression are becoming central to outcomes.
As a result, many clients now view training as part of a broader health plan rather than a discretionary activity. This creates new opportunities for coaches who can adapt programming and communicate value in this context.
Download the Full Report
The 2026 State of the Personal Training Industry Report delves deeper into these trends, using detailed survey data, charts, and analysis drawn directly from ABC Trainerize users.
If you’re a coach navigating a more competitive market or planning how to grow without burnout, this report offers a clear, data-backed view of what’s changing and why it matters.
Download your free copy today.
Where Personal Training Is Headed Next
Taken together, these trends point toward a clear direction. The middle of the coaching market, such as moderate customization, moderate pricing, and no systems, is under pressure.
Growth is increasingly concentrated in models that are either highly efficient or highly specialized.
Personal trainers are responding by redesigning how value is delivered: semi-private training, hybrid memberships, on-demand add-ons, community-based formats, and organizational wellness offerings. The common thread is not doing more work, but structuring services more intelligently.
What These Trends Mean for Personal Trainers in 2026
Here are the most important takeaways for coaches right now:
1. Stop relying on acquisition as your primary growth lever
If finding new clients is harder, retention and revenue per client matter more than volume. Focus on keeping clients longer and increasing the value of each engagement rather than chasing constant new leads.
2. Redesign your delivery model before adding more clients
Most trainers are capped by time, not demand. Hybrid models, semi-private formats, and structured memberships allow you to scale without burning out.
3. Treat hybrid coaching as your operating system
Hybrid is no longer an add-on. Clearly define what happens live, what happens asynchronously, and what is automated. Poorly designed hybrid models recreate the same time-for-money trap.
4. Use AI to protect your time, not replace your judgment
AI works best behind the scenes. Automate repeatable tasks, but keep human oversight for decisions that affect safety, motivation, and trust.
5. Use on-demand content to reduce churn
Structured, progressive on-demand workouts help clients stay consistent when life gets busy. This is now a retention strategy, not a content perk.
6. Prepare for new client profiles
Medicated and active-aging clients require different programming, expectations, and communication. Personal trainers who upskill early will be better positioned as demand grows.
7. Build services, not just sessions
Finally, the most resilient businesses are expanding beyond 1:1 hours through group training, digital add-ons, community formats, and recurring memberships.
Get the Full Picture
These takeaways are just the surface. The 2026 State of the Personal Training Industry Report includes the full survey data, detailed breakdowns, and visual insights behind each trend.
🔗 Download your free copy of the report to see how coaches across the industry are adapting, and what that means for your business next.
