Les Mills Report Offers Blueprint for Recruiting Future Fitness Talent

Embracing diversity, ripping up the scouting rulebook, and being bold with their brand will be essential for clubs to attract the next generation of rockstar group training Instructors. That’s according to a major new report into Instructor recruitment that reveals a lack of mentors as the number one barrier preventing young prospects from taking up certifications.

Nurturing the Next Gen: Blueprint for Instructor Recruitment was commissioned by global fitness leader Les Mills to gain insights into the Next Gen’s perceptions of working in the fitness industry, and particularly, the role of group training Instructor.

The report is the largest of its kind ever produced, containing qualitative and quantitative insights from 2,500 young people open to working in the fitness Industry globally. It sheds light on their motivations, barriers to entry, and the support they require to evolve from prospects into studio stars.

Delving deeply into the intrinsic and extrinsic drivers influencing the Next Gen, the report highlights the broad scope of factors that inspire and concern them. But top of mind is their need for support: lack of mentors and lack of confidence are the leading barriers preventing the Next Gen from becoming Instructors.

The research reveals that operators needn’t look far to find the strongest Instructor prospects. Nearly three-quarters (73%) of Next Gen prospects are current gym members, with 60% already taking part in group training, and 49% doing so at least once a week.

And as facilities explore ways to broaden the range of participants in their studios, the report suggests casting the net wider could pay dividends, with males making up 42% of strong Next Gen Instructor prospects.

The top reason for wanting to become a group training Instructor is to turn a hobby into a profession, indicating that targeting the next generation of talent could offer a long-term solution to labor shortages.

Phillip Mills, Managing Director of Les Mills, said: “A key driver of the industry’s post-pandemic resurgence has been operators’ ability to attract younger members into their facilities, but substantial growth opportunities remain and this report aims to help clubs unlock them.”

“The live workout boom shows fitness remains a people business, and star Instructors are the backbone of thriving clubs, famed for their ability to pull in new fans and keep current members loyal.

“The strongest Instructor squads have a solid blend of youth and experience, so nurturing new talent with mentorship from your stalwarts is a sure-fire strategy for sustained club success. This report helps take the pain out of recruitment and give clubs the tools to win with the next generation.”

The report is available to download via the Les Mills Insight Hub. Clubs looking to benchmark their current Instructor recruitment strategy can see how they stack up against the competition thanks to a brand-new interactive quiz. The gamified tool gives a snapshot of where opportunities for improvement lie and offers exclusive insights on how to level up.