Finding clients: the real struggle of 2026
The personal training market is still growing. But growth is becoming harder to capture. That's one of the most striking findings in ABC Trainerize's 2026 State of the Personal Training Industry Report.
Four in five trainers say finding new clients is now harder or has plateaued compared to previous years. Demand is there, but so is competition. And coaches without a clear acquisition system are struggling.
This isn't bad news across the board. It's a fork in the road. Coaches with a clear niche, a structured hybrid model, and tools that automate their acquisition continue to grow. Everyone else is stuck.
Hybrid coaching has become the standard
For the first time, hybrid is now the most common delivery model among personal trainers. Nearly half operate with it as their primary approach.
What does that mean in practice? Effective hybrid coaching combines in-person sessions with app-based programming, on-demand content, and consistent digital check-ins. It's not just a client who comes to the gym and gets programs via message — it's a structured, coherent experience with a real digital infrastructure.
Coaches who've built this infrastructure report higher retention rates and stronger perceived value from their clients.
64% of coaches already use AI regularly
64% of trainers say they use AI regularly and find it genuinely helpful. And the use cases are concrete:
- Marketing and content creation: 71% of AI-using coaches
- Nutrition planning: 61%
- Workout and program building: 52%
- Admin and automated communications: 49%
AI hasn't replaced coaches. It's freed up time from low-value admin tasks so coaches can focus on what actually matters: the client relationship and delivering results.
The middle market is getting squeezed
The report identifies a structural trend that should concern a lot of coaches: the middle of the market is compressing.
Coaches offering moderate customization at a moderate price with no real digital system are getting squeezed between two extremes that are absorbing all the growth. On one side: highly specialized coaches with very specific niches and premium pricing. On the other: highly affordable platforms with industrial-scale delivery.
To stay competitive, the report points to two viable directions: move upmarket through specialization and superior client experience, or build enough volume and efficiency to sustain accessible pricing without burning out.
Nutrition coaching: an expectation, not a bonus
The report's final strong signal: clients now expect their personal trainer to help them with nutrition, sleep, stress management, and lifestyle habits. Physical training alone no longer builds the retention it used to.
This puts coaches who've expanded their skill set — or who use tools that help them deliver on this dimension — in a strong competitive position.
Source: ABC Trainerize, 2026 Report