This course gives you the blueprint to transform personal training from a program into a profitable, purpose-driven business unit. You’ll learn how to build aligned, accountable training teams that operate with ownership — and grow personal training as a lasting driver of retention, results, and culture.
In Part 2, you’ll shift from program design to business leadership — learning how to treat PT as a profit center, coach with intention and build a high-performance team. You’ll discover the strategies and meeting rhythms that foster alignment, the metrics that drive decisions and the value-add services that unlock new revenue streams. By the end, you’ll be equipped to mentor your trainers, own your numbers, and deliver a subscription-style experience that fuels both trainer success and member loyalty.
What You’ll Learn:
✔️ PT as a Business Unit — embed strategy, investment and an intrapreneurial mindset so trainers own their results and your club’s success grows in tandem
✔️ Coaching vs. Managing — run purposeful team and one-on-one meetings that inspire accountability, reinforce culture and develop your trainers’ leadership skills
✔️ Culture of Respect & Communication — align specialties under a shared mission, foster cross-functional rapport, and mentor through passion and purpose
✔️ Metrics That Matter — track sales, closing ratios, revenue per trainer and referral sources — then use those insights to refine goals and hit targets
✔️ Value-Add Expansion — unlock new income streams with nutrition coaching, recovery programming, digital tools and wearable-driven services
✔️ Brand & Sales Foundations — articulate each trainer’s “why” to deepen emotional connections, strengthen relationships-first selling and convert prospects into subscribers
✔️ Retention Through Experience — transition from one-off packages to white-glove subscriptions that deliver consistent touchpoints, proactive communication and lifetime client value
Equip your leadership toolkit to transform personal training into a thriving, sustainable business — where your team feels mentored, your members feel supported and your bottom line reflects the true power of PT.
About the instructor
Jarod Cogswell is a 30+ year fitness veteran, performance coach and keynote speaker. He currently serves as General Manager of Life Time Boulder (Colorado). Prior to his current role, Jarod opened Life Time’s flagship destination in Beaverton, Oregon, a 200,000-square-foot property featuring an athletic country club and co-working facility. Additionally, he served as the senior director and co-creator of Spartan DEKA.
