Issa Expands Beyond Certifications With Fitness Business Education Program

The certifying organization says many trainers leave the profession because they lack essential business skills. Its latest program aims to change that

The International Sports Sciences Association (ISSA) is expanding beyond traditional fitness education with a new program designed to teach personal trainers something many certification courses don’t cover: how to build a business.

The certification provider announced the launch of its Fitness Business Bundle, a five-course program focused on business development, client acquisition, marketing and revenue generation for fitness professionals.

According to ISSA, roughly 80% of new personal trainers leave the profession within their first two years, often because they struggle with the business side of the industry rather than the coaching itself.

“The opportunity is bigger than certification,” ISSA chief operating officer Natalie Mayslich said. “People enter this profession because they care deeply about helping others live healthier lives. We believe education should help them turn that passion into opportunity, whether that means building their own business or becoming the kind of professional that every gym operator wants on their floor.”

The 20-hour program includes courses on program design, marketing funnels, digital income streams, artificial intelligence and automation. Participants also receive business-building tools including frameworks for lead generation and coaching program development.

The move comes as the fitness industry continues to evolve beyond the traditional gym-floor model, with trainers increasingly operating as independent coaches, building online businesses and creating multiple income streams through digital offerings and personal brands, according to ISSA. 

“The industry has evolved far beyond the traditional personal training model,” Mayslich added. “Technical expertise will always matter, but today’s professionals also need business, marketing and communication skills, and the confidence to create opportunities for themselves.”

The Fitness Business Bundle joins ISSA’s broader ecosystem of certifications, continuing education and career development resources. The organization says the program is designed to support trainers whether they plan to launch an independent business or pursue opportunities within gyms and health clubs.

ISSA has spent the past year expanding its education catalog into specialized and emerging areas of fitness and wellness. Earlier this year, the organization launched a Menopause Coach Certification aimed at helping fitness professionals support women through pre-menopause, perimenopause and post-menopause.