Personal Trainer for Seniors: Salary, What You’ll Do, Finding Clients

Personal trainers are often on the hunt for new clients who need their product offerings, can afford training, and make ongoing fitness a consistent priority. Further, additional revenue streams or ways to maximize the dollar per hour make a successful and long-term career in personal training possible.

An excellent way to secure consistent business and expand fitness service offerings is by catering to the largest and most untapped market: Baby Boomers (born 1946-1964) and the Great Generation (born before 1946).

These two groups control most of the wealth in the United States, and Baby Boomers are expected to continue to hold over 50% of the wealth (1). As consumers seeking services, they have flexibility in their schedules because so many of them are in retirement. Baby Boomers specifically are known to be hard-working, goal-oriented, motivated, and loyal.

According to the National Council on Aging, 80% of people aged 65 and older suffer from at least one chronic condition (2). And age-related changes include loss of bone density, strength loss, increased risk of fall-related injuries, weakened core stability, and more.

This is the personal trainer's dream client: motivated, money in the pocket, and flexible spending with plenty of time to give. On top of it all, they need your help. The question becomes, how does being a personal trainer for seniors command a better salary? We'll explore the needs of these dream clients and how you can earn a better salary by tapping into their market in this article.

13 Things to Consider When Training Senior Fitness Clients

As we age, we change neurologically, physiologically, and physically. Although we can't avoid these age-related changes, we can do things to slow down the process or prevent unnecessary risks. These changes include:

• Increased risk of falls

• Lack of stamina

• Decreased stamina

• Loss of balance

• Decreased strength

• Increased body fat

• Increased risk for joint injuries

• Decreased agility

• Consistent discomfort or pain

For most personal trainers, we've heard of these age-related changes. But there’s more than that.

Consider these factors and tips from industry experts on what you need to know when working with senior fitness clients.

More Falls and Less Stamina

The frequency of falls happens more than we realize and is discussed in depth here. These are just a few of the stats. (3)

• One in four 65+ Americans fall each year.

• Falls are the leading cause of fatal injury in older adults.

• Falls result in more than 3 million emergency room visits each year.

These statistics prove the important role personal trainers can play in the longevity of an older adult's life. Reducing this risk is in the scope of practice for personal trainers working with seniors and a fall prevention program will include things like corrective exercise, balance training, and increased core stabilization training.

Loss of stamina is also a primary concern for the aging adult population. This can be a result from physiological changes in the cardiovascular and respiratory systems, but it can also come from decreased activity levels associated with age. Additionally, there's a strong and negative emotional element associated with declining levels of stamina. It can lead to frustration, depression, and fear when you aren't able to do the same things you once could even just a few short years ago.

Increasing stamina is often a primary goal when working with seniors and can range from helping a client simply be more functional each day to increasing the client's fitness level to take part in events like walking and running races.

A Spectrum of Senior Fitness Needs

When training the aging adult population, it's important to remember their fitness levels will vary widely on a spectrum. It's your responsibility, then to create a unique program designed to fit their needs. The spectrum of their abilities will fall along this continuum:

• Non-functional

• Functional with Limitations

• Active Fit

• Athletic Fit

Having the knowledge and skills to create holistic programs for senior clients is critical to being successful and earning yourself a better salary. This includes being well-versed in the conditions seniors will present and how to train them. Common conditions an aspiring senior fitness trainer should be prepared for include (but are not limited to):

• Osteoporosis

• Hypertension

• Mental conditions (Alzheimer's and dementia)

• Arthritis

• Visual impairments

• Hearing impairments

There's a longer list of common senior conditions which you should be familiar with and prepared to handle for effective programming. Getting certified as an ISSA Senior Fitness Trainer not only gives you added credibility in fitness facilities, it proves your expertise in an area this population truly values. This is because ISSA's Senior Fitness Certification fully equips a personal trainer or fitness instructor to effectively train a population in dire need of activity and risk prevention measures.

Focus on Quality of Life 

When hiring a fitness trainer, most people who are middle-aged or younger are hoping to see results of their progress whenever they step on the scale. They want to lose weight besides getting healthier. They often feel as though a reduced BMI and weight loss are the most important metrics to go by. 

Older clients are looking to feel better, not just look better—and waking up in the morning with sore muscles and joints doesn't give them any satisfaction. Many high-intensity workouts designed for weight loss aren't what older clients want or need. They should focus more on cardio-centric workouts. Yoga and other stretch-based exercises also work. 

They want to improve their cardio fitness and flexibility without dealing with any post-workout aches and pains. Help them focus on the metrics that should matter most to them, like improved VO2 scores and lower cholesterol levels. Assign them workouts that address those needs.

Brittany Dolin, Co-Founder, Pocketbook Agency

Bladder Issues Cause Exercise Avoidance

The pelvic floor muscles are an intricate architecture of muscles that must be strong to do many important functions, like holding back urine (feces and gas) when exercising. Heavy lifting and jumping rope can trigger urine leaks for most senior women, and even the downward dog posture in yoga can cause "queefing" when pelvic muscles are lax, which are all reasons senior women avoid working out in public or with a trainer once these signs of pelvic muscle weakness appear in their lives. 

During and after menopause, women naturally lose muscle tone, and the pelvic floor muscles are no exception. A trainer should be mindful of the type of exercise that triggers urine, fecal, and gas leakage and learn how to avoid those moves with their senior clients, and ultimately help them strengthen their pelvic muscles. With stronger pelvic muscles, the client can push harder in the gym without hesitation, free from fear of embarrassing accidents, and get the full benefits of exercise.

Stephanie Schull, CEO, Kegelbell

Age-Appropriate Goals

As a fitness trainer, be mindful of people's physical limitations, age, and fitness levels when you train them. As we age, our minds and bodies change. The best trainers will push people enough to make an incremental improvement over time without scaring them away from returning for another session by pushing them too hard. 

Besides motivation and goal-setting, also pay attention to people's physiological responses to their training. With older clients, ask them if they have had any health issues that could interfere with their training, such as heart problems, medication, and surgery. That said, also be mindful not to make an adult feel coddled. Give them the respect they deserve and let them enjoy the experience and growth they have at that moment.

Dennis Consorte, Digital Marketing & Leadership Consultant for Startups, Snackable Solutions

Provide Sleep Wellness Support

Sleep is an essential part of any fitness routine, and it is especially important for seniors. As we age, our bodies require more rest in order to stay healthy and active. That's why it's important for fitness trainers to consider their senior clients' sleep wellness when training them and creating a workout schedule. 

Sleep deprivation can lead to a variety of health issues, including an increased risk of heart disease, stroke, diabetes, and depression. It can also cause fatigue and difficulty concentrating during the day. For seniors, these effects are even more pronounced because of their age-related changes in sleep patterns. So make sure your senior clients get the rest they need in order to stay healthy and active throughout their lives.

Brian Hawkins, Marketing Manager, GhostBed.com

Instill Self-confidence 

A fitness trainer must emphasize the importance of progress, recognize small successes, and encourage senior clients to stay motivated and positive. Focusing on building morale and belief in oneself is crucial when working with senior clients because, often, age-related physical changes and health challenges can lead to feelings of discouragement and depression. The goal is to spark more confidence in their ability to reach their goals, normalizing successful outcomes.

Jimmy Minhas, Founder & CEO, GerdLi

Take Reduced Physiology into Account

Increased risk of injury is the biggest consideration for older clients. As a person ages, they may experience decreased flexibility, balance, and muscle mass (sarcopenia), which can affect their ability to move freely and perform certain exercises. 

Trainers should take this into account and modify exercises or use alternative exercises that are more appropriate for their client's abilities and fitness level, strength, and flexibility. Additionally, they should also prioritize exercises that focus on balance and stability to reduce the risk of falls. 

Exercises that reduce the impact on joints are particularly useful for older clients; for example, a stationary bike might be more appropriate than a treadmill sprint because of the impact on the knee and ankle joints.

Joe Johnson, Owner, 9 To 5 Nutrition

Learn Medication Limitations

When training senior clients, as opposed to younger or middle-aged individuals, a fitness trainer must consider an array of factors that may be specific to elders. One important and rather uncommon consideration is the potential physical limitations the elderly might face due to prescribed medications. 

For instance, many seniors use medications like diuretics, which can affect their hydration levels; this means they should be monitored more closely while engaging in physical activity. A knowledgeable fitness trainer must recognize what types of drugs are being taken by their senior clients and adjust their recommended program accordingly.

Grace He, People & Culture Director, teambuilding.com

Check Health History and Focus on Resistance Training

First, it's incredibly important that you complete a full physical activity readiness questionnaire, which tackles everything from training history to current medication and all other histories that the client may have regarding health and fitness. 

Focus on strength training for functional day-to-day activities needs to be worked on in order to ensure that the client remains strong for life. Master the fundamental movement patterns, which are also known as the squat, hinge, push, pull, and carry, as these have beneficial crossover into day-to-day activities. 

Both men and women are prone to losing muscle mass as they age. By focusing on the key pillars of health and fitness, you can prevent this muscle loss. By utilizing strength training (resistance training), coupled with good nutrition with a focus on protein intake, you can help counter the aging loss of muscle mass.

Brett Durney, CEO, Fitness Lab

Understand the Client's Flexibility Level 

Seniors' health concerns should be a fitness trainer's primary consideration when training. It is best to determine if they are "fit" to take part in training because of their older age and high health risks. 

Age causes a decline in both flexibility and balance. As a result, you must maintain a limited range of motion throughout the course for senior customers. While it is just as crucial for younger or middle-aged clients to disclose any existing medical conditions as it is for older clients, the primary reason for engaging a trainer for younger clients is weight loss. 

Compared to older clients, their course involves a greater range of motion and has fewer flexibility concerns.

Dayna Carlin, Director of Marketing & Sales, NovoPath

Keep Safe Adjustments in Mind

It's important for personal trainers to adapt their programming to clients who have different goals and abilities. When training older adults, there are a few objectives to keep in mind. First, people lose muscle mass after their 30s, in a process called sarcopenia. 

This will make it harder for older people to build muscle definition and see results, so it's important to prioritize consistency in their programming. Consistency can be encouraged by having shorter workouts, or workouts that leave people feeling accomplished, but not sore for days. 

Next, it's important to understand any health concerns they have, like heart problems, or osteoporosis, which can put them at risk for injury in the gym. Finally, include balance work and cardiovascular conditioning, to make sure your older clients can stay active as they age without increasing the risk of falls.

Erny Peibst, Founder & CEO, Inside Bodybuilding

Implement Better Planning and Consideration

When you are coaching senior clients, there are several considerations that you must consider. The most important one is bone mineral density. Most senior clients will have a reduced bone mineral density, which is why it is difficult for them to handle the same load on their joints and bones as compared to young clients. 

Thus, when making a workout plan or coaching seniors, you have to be extra careful about the choice of exercises. This does not mean that you have to completely eliminate the important exercises, but simple modifications can help. Always start with flexibility and warm-up exercises, and make sure to always stay in the low-moderate intensity. Encourage them to perform unilateral exercises so they can build a stronger mind-muscle connection. Last, avoid extreme exercises that involve sprints and jumps or HIIT.

Rohan Arora, Owner, Gaining Tactics

Maximizing Your Earning Potential with Senior Populations

You now realize the growing demand for qualified fitness trainers to have the ability to work with the aging population. You've also come to realize it's an untapped market full of motivation, resources to afford services, and needs to improve the quality of life.

How to Find Senior Clients

Once you learn the information and earn the credentials to train senior fitness clients, you need to be able to find these customers. Below are the top recommendations for doing more personal training with seniors:

• Use your existing client base to tap into the market. Incentivize your clients to refer their parents, aunts, grandparents, etc. to your services.

• Connect with a local gym that caters to senior fitness. These types of facilities can include YMCAs, locations that offer Silver Sneakers classes, community recreational centers, etc.

• Conduct free assessments. This is an opportunity for you to show the value your expertise can bring to the unique needs of Baby Boomers and the Great Generation. You will have more time to develop rapport with them and discuss the benefits of a holistic program.

• Health Provider Networking: Given the number of conditions these groups have, setting up a network among health gives will make you the go-to expert for helping individuals improve the symptoms or progression of their conditions beyond the walls of the medical building.

• Use the tools ISSA gives you. In the ISSA Senior Fitness Certification, you get an entire section devoted to marketing and business growth when working with seniors. It's full of valuable and immediately useful information for expanding your services to this clientele.

How Much Does a Senior Fitness Trainer Make?

According to ZipRecruiter, the average annual salary for a senior fitness specialist is $50,155 (4). Glasdoor.com, however, indicates the base salary for a senior fitness trainer is $61,574 a year (5).

You've read the demographics of this group of clients. They have the smallest amount of debt among the other generations and the greatest percentage of wealth in the nation. This means they have money to spend. Even better, a good portion of senior clients are retired so they have more time to dedicate to improving their health and quality of life. They're emotionally invested in their health and can be financially invested just as much—they just need to see your value.

The next step to earning a better salary is to understand the many ways you can work with these groups.

• Self-Membership: Unlike weight-loss clients or the general population, seniors don't have an immediate goal they're trying to reach. Quality and longevity are their goals. This means you should get them in an auto-renew program instead of a limited number of sessions package. This will support their need for consistency and the ongoing effort to avoid age related changes.

• Partner Sessions: Older adults like having social outlets incorporated into their lifestyle. You can appeal to them by holding partner training sessions or small group training. This increases your hourly rate, decreases their total cost, and adds an element of social enjoyment they'll seek in other activities.

• Educational Seminars: Baby Boomers love to learn and are self-motivated. However, they haven't grown up in the digital age, so they're especially interested in live education where they can interact with an expert. You can easily conduct educational seminars or large training sessions on the chronic conditions listed in this article. A simple flat cost of $5-20 per person can skyrocket your hourly rate and open the doors with a low barrier to entry marketing opportunity.

• Challenges: Competitions are a fun trend the fitness industry is experiencing. This isn't just for young and fit clients. Instead, you can set up a variety of pay-for-enrollment challenges such as daily activity minutes, class or group participation, walking content, and more. Similar to educational seminars, it's an easy way to scale your business and get new prospects. For the clients, it offers accountability and the enjoyable social element.

• Sport-related Sessions: If you're in a facility or area that has active and athletic senior fitness clients, you can support their lifestyle in other ways like golf, tennis, and racquetball clinics designed to take their game to the next level. This exposes you to a group of active agers who don't necessarily need your help but want to get better at the things they already enjoy. You can charge more per hour with this niche or host group seminars.

• In-Home Training: It's common for the Great Generation to avoid a typical gym membership. So, being able to design fitness programs they can participate in from home will appeal to their needs and current living situation. Further, it gives you more clients beyond those you prospect to in your facility.

These are unique opportunities that can't be readily found in general client groupings which makes personal training for the senior population an incredible way to increase your salary right away. It's time to realize the market potential this group has to offer and accelerate your business to pay yourself a better salary.

When you're an expert in this area the sky is the limit. More money. Motivated clients. Off-peak scheduling. Increased dollar per hour. The senior population is a fitness professional's dream come true.

Expand Your Career as a Senior Fitness Instructor

If you're already a certified personal trainer, all you need to do is get certified in Senior Fitness. You'll learn the specific science and anatomy of this population plus the art of coaching them. As a bonus, ISSA also offers support and training in how to market to this unique and powerful group (hint: it's not the same as your typical client). Learn more here.

Not yet a personal trainer? Get certified with ISSA!

References

1. Hicks, P. (2022, February 2). Generational wealth gap: Millennial vs boomer wealth gap. Trust & Will. Retrieved February 7, 2023, from https://trustandwill.com/learn/generational-wealth-gap 

2. The Top 10 Most Common Chronic Conditions in Older Adults. The National Council on Aging. (2021, April 23). Retrieved February 7, 2023, from https://www.ncoa.org/article/the-top-10-most-common-chronic-conditions-in-older-adults 

3. Get the Facts on Falls Prevention. The National Council on Aging. (2022, July 21). Retrieved February 7, 2023, from https://www.ncoa.org/article/get-the-facts-on-falls-prevention 

4. Senior Fitness Specialist salary. ZipRecruiter. (2023, January 31). Retrieved February 7, 2023, from https://www.ziprecruiter.com/Salaries/Senior-Fitness-Specialist-Salary 

5. Salary: Senior Fitness Trainer. Glassdoor. (2023, February). Retrieved February 7, 2023, from https://www.glassdoor.com/Salaries/fitness-trainer-salary-SRCH_KO0,15.htm