How to Transition from Fitness Trainer to Successful Business Owner: Insights from Jen Collins

Are you a fitness trainer or gym owner feeling stuck in the daily grind, working long hours but not seeing the business growth you desire?

This week’s episode of Profit Made Simple sheds light on a transformative journey with Jen Collins, a senior coach at Fitness Profit and a seasoned fitness business owner.

Jen’s experience offers valuable lessons for fitness professionals looking to scale their businesses while regaining control of their personal lives.

Jen, like many fitness enthusiasts, entered the industry driven by a passion for health and fitness. She enjoyed working in big box gyms, managing departments, and teaching classes. As her career progressed, she transitioned into owning her own gyms. While her business grew, Jen found herself working excessive hours—up to 70 a week—balancing her professional responsibilities with raising a family.

Her story resonates with many fitness professionals who start their journey out of passion but find themselves bogged down by the demands of business ownership. At this stage, Jen’s business appeared successful on the outside, but internally, she was struggling to maintain balance.

When Jen and Dan first met, Jen was burning the candle at both ends. Working from dawn until dusk, she was emotionally and physically drained. This unsustainable pace prompted her to reach out for support and ultimately led her to Fitness Profit’s coaching program.

If you’re running your fitness business and working yourself to exhaustion, it might be time to reflect on whether your efforts are truly sustainable in the long run. Like Jen, you may realise that while you’re putting in the hours, it’s not an efficient way to grow your business.

One pivotal moment in Jen’s journey was when she was asked a simple but profound question: “What do you actually want?” At the time, Jen gave the typical response—wanting to help people and run a successful business. But upon deeper reflection, she realised that her ultimate goal was much more: she wanted financial freedom, more time for herself, and a thriving business that didn’t require her constant presence.

This shift in mindset was the catalyst for her to start viewing her business as a vehicle for achieving her personal and financial goals rather than just a job.

Once Jen identified her goals, the next step was to implement changes in her business to support them. A key area of focus was improving her leadership skills. She started holding her team to higher standards and had difficult conversations that she had previously avoided.

She emphasised the importance of setting clear expectations, both for herself and her staff. By raising the bar, Jen was able to weed out employees who weren’t aligned with her vision and hire those who were committed to the business’s success. This allowed her to delegate responsibilities, freeing up her time to focus on strategic growth.

For many fitness professionals, the shift from coach to business owner can be challenging. Jen had to let go of her identity as a personal trainer and embrace the role of a business leader. This transition required a shift in mindset and a reallocation of her time—spending less time on the gym floor and more time focusing on building systems that would allow her business to run without her constant involvement.

This concept, known as “working on the business, not in the business,” is crucial for fitness professionals who want to scale their operations without burning out. Jen’s advice is to focus on developing systems, processes, and a strong team to support the business’s long-term growth.

One of Jen’s biggest takeaways from her experience was the importance of systematising business operations. By creating processes that could be followed by her staff, she was able to step back from the day-to-day tasks and focus on scaling the business.

In addition to systems, Jen highlights the importance of leadership. As a fitness business owner, you need to be a strong leader, capable of making tough decisions and holding your team accountable. Good leadership also involves continuous learning—Jen invested in improving her leadership skills to better serve her team and her business.

If your goal is to eventually sell your business, Jen’s advice is clear: you must make yourself redundant. A business that relies entirely on its owner isn’t valuable to potential buyers. Instead, focus on building a business that can run smoothly without you, with systems and a leadership team in place that can continue operations even if you’re not there.

Jen also stresses the importance of aligning the long-term vision of your employees with that of the business. This ensures that your team is invested in the business’s success, making it easier for you to step back and focus on other ventures—or prepare for a profitable exit.

Finally, Jen identifies two key traits that separate successful business owners from those who struggle: coachability and humility. Being open to feedback, willing to learn, and able to set aside your ego are essential for growth. Many business owners think they know it all, but the most successful ones are those who seek advice, take it on board, and implement it.

For fitness professionals looking to grow their business, Jen’s journey serves as a powerful reminder that success doesn’t come from working harder—it comes from working smarter. By shifting your mindset, investing in leadership, and building systems, you can create a business that not only serves your clients but also serves you.

Jen Collins’ story offers valuable insights for fitness business owners looking to scale their operations while achieving work-life balance. By defining her goals, stepping up as a leader, and systematising her business, Jen was able to transform her work-life balance and grow a thriving, saleable business. Whether you’re just starting out or looking to take your fitness business to the next level, following these steps can help you achieve success.