All Things Fitness and Wellness

Coach 360 CEO Kathleen Ferguson on Staff Retention, Women’s Wellness, and Fitness Industry Turnover

• Krissy Vann

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In this episode of All Things Fitness and Wellness, Kathleen Ferguson pulls back the curtain on the fitness industry, revealing why investing in the growth and development of fitness coaches is key to long-term retention and an elevated member experience. She explores the evolving role of fitness coaches in supporting women's health and wellness, including essential conversations around menstrual cycles, perimenopause, and menopause, areas that have historically been overlooked in the industry.

Kathleen also doesn’t shy away from addressing what she calls the “dirty little industry secret” of high staff turnover. She shares why this challenge persists and offers innovative strategies to help gym owners and operators provide better support, creating a more stable and thriving coaching workforce.

If you're in the fitness industry, whether as an owner, operator, or coach, this episode is packed with insights you won’t want to miss.

Connect with Kathleen Ferguson:

https://www.coach360news.com/

https://www.linkedin.com/in/kathleentaylorferguson/

Unknown:

Having to replace staff can be a very, very expensive problem. So when you invest in them, they'll stay longer, and it will also transcend to the members and the clients. Ultimately, they will become better fitness professionals, and they will serve your members much, much better. It's about$3,000 per employee to replace them on acquisition, development, retention. So you know, invest in your people.

Krissy Vann:

This is all things fitness and wellness, uniting industry thought leaders and fit influencers on the mission to inspire innovation and encourage people to live a life fit and well. You Kathleen Ferguson joining me from Coach 360 and Kathleen, you and I have been crossing paths in the LinkedIn universe. I know this year we'll finally connect in person, but I'm just so pleased to actually have you on and learn a little bit about the innovative work you've been bringing to the space. So thank you so

Unknown:

much. Thank you for having me, and likewise, I am so happy to connect with you finally and somewhat, somewhat in person. Well,

Krissy Vann:

the nice thing is, with Coach 360 really identified a gap in the market, and we know that there's so many challenges that a lot of fitness professionals face, and you've really taken the initiative to provide a lot of resources for those that aren't familiar. Kathleen, what is your background? Because I know you're no stranger to the fitness industry itself.

Unknown:

Yeah, absolutely. So I actually started myself as a coach on the gym floor 17 years ago, and like so many others, I really struggled to figure out how to build a career that was meaningful and that could sustain me financially. There just weren't a lot of resources. And there still really aren't a ton of resources to guide and develop coaches, to show them how to evolve their career, from starting as a coach to actually making it a real career, making a living out of it. So I ended up meeting the original founders, Peter and Kathy Davis from idea health and fitness Association, who are just amazing, lovely people. They are, you know, the innovators of the first exercise certification, ace that we know, that was ace fitness, and they were really the springboard for my career. They said, Can you sell? And I said, I don't know, let me try. And, you know, I ended up making, I always tell people to start. I made 300 cold calls that month, and that was kind of the start of, you know, how I was building my relationships with brands in the industry. Because the brands that I were calling, I was coming on were, you know, looking to reach this coach group. That idea was nurturing at the time, and led the sales team there for 10 years. COVID hit. I had three young kids that I needed to zoom home school. So I said, Alright, I'm going to take this as my sign to, you know, go off on my own and consult for various different health, fitness and wellness startups. I did a couple of companies, like connected company, connected fitness company called video, and then most recently, I was brought on to ramp up the business at Apple tech news. But then last January, I woke up one day I had been, you know, going through this whole life coaching situation, and really kind of assessing and evaluating my purpose in this industry, and you know what I wanted to do, and I everything led back to coaching and how important essential this particular persona within our industry is in guiding the health and wellness of consumers worldwide. And I couldn't understand why there really wasn't anything that would really, that was really created to help them in terms of a media platform to help them with things like burnout, development, career development guidance, career evolution, finding mentors, finding jobs. That was the big one, right? We all know that. You know, one of the most critical challenges right now in our industry is the staff turnover for these clubs and studios. So, you know, how did that? How could I combine these things? So I ended up building a media platform to serve the health, fitness and wellness coach and instructor. I talk about things that are relevant to fitness, well, wellness, health span, business of coaching, technology and innovation that's going to help drive their business efficiencies. And of course, needed to build a staffing piece to go along with that, to connect them to the right career opportunities. So we have built that. And you know, that's kind of the background on how coach 360 came about.

Krissy Vann:

I really enjoy people that recognize that moment where you're like, I know I'm in the right field, but I'm not quite aligned with exactly the direction there feels like a piece missing, and then you have that aha, and make it happen and for yourself, the thing that's interesting is exactly churn is a huge problem. There's a lot of people that go through their. Schooling, and then they don't have the immediate success just seeing people exit the doors, which when you already have labor shortages in the equation, not the best news for operators. That's an added stress. So because you have such a pulse of those that are working on the floor in these facilities, what are kind of the most common concerns or reasons behind the churn? I know you mentioned briefly as like an overview in your intro there addressing burnout and getting your business, but really get a bit more granular about what those issues are.

Unknown:

Yeah, so I'll start by saying coaches and instructors take a job within a facility, usually based on what is the pay. Is it convenient in terms of location and timing and what are the benefits, but they stay because of the company culture and the community, and that starts at the top. So I think the biggest issue, and the reason for this incredible amount of churn that we're seeing is that coaches don't necessarily feel recognized and appreciated clubs and studios, and I'm starting to see this more. I'm having so many conversations with owners and operators that are doing it right. They're investing in the education and the growth and development of their coaches and instructors, which is so important, because when you invest in your people, and this goes, this is transcends every industry, right? You know, this is not just fitness. When you invest in your people, they stay with you because you're showing them a path to be successful. And there's so many brands that are doing it right, and then there's a few that I talk to every now and then I'm like, I'm not surprised. You know 100% turnover rate that you place your staff every year, but you know, it's, you know, a lot of them are doing it right. So I think number one is that, you know, invest in your people, it will pay off in dividends, because they will stay with you longer. It's about $3,000 per employee to replace them on acquisition, development, retention. So this will save you money by investing in your people. Obviously, you know, having to, you know, replace staff can be a very, very expensive problem. So when you invest in them, they'll stay longer. And it will also transcend to the members and the clients, because they're ultimately, they will become better fitness professionals, and they will serve your members much, much better. You know, by investing in them, I think the other piece is community. People stay for community. They want to feel like they're a part of something bigger, a family. And you know, a lot of these coaches and instructors, you know, if you do simple things like create workshops, create events where they can learn and grow together, these things go a long way in building that community. And they don't, they don't require a lot of time, energy, financial, investment or effort, you know, it's just as simple as putting together, you know, something for, you know, a small workshop or a small educational session for them to learn together. So I think, you know, those two things would be, you know, areas you know, that the owners and operators could really lean into to increase their retention rates.

Krissy Vann:

Yeah, yeah, without question. And it's interesting. Another element is really just how much the roles of coaches and instructors have changed from the consumer side, and what they look toward them for because for yourself, starting 17 years ago, we know what the climate was like. People wanted to get shredded and lose weight, and that's what we were advertising. That's what we were selling, but the conversation of what our spaces are about have changed tremendously, and there's that huge focus on it being part of preventative health care. So talk to me a little bit about how the coaching climate is, receiving that, embracing that, because now you have consumers that are coming in, and it was Eric melzone I had on recently that kind of pointed it out as well, where they're like, Oh, I'm having gut issues. How do we go about that? And they're looking because they're not getting it in our health systems, unfortunately, or that's taking very long time. And we know after COVID, we have a big responsibility in taking charge of our own preventative health. Yeah,

Unknown:

absolutely. I mean, I think that the landscape has shifted tremendously just in the past few years, we've now seen rise of Gemma clinic. You know, that's obviously a huge trend that many club studio owners and operators are capitalizing on in terms of creating these new streams of revenue to create this more holistic approach. But on the education side, just to speak to the coaches and trainers, the education has shifted, you know, to a point where, you know, it's no longer enough to address your client from the esthetic, physical fitness perspective. Today's clientele wants to be addressed at that holistic level. And that was honestly, you know, kind of the concept behind naming the company coach 360 because today's coach needs to really have that 360 degree approach to how they how they interact with their client, how they educate their client, how they train their client. It's mind, body and spirit. We're now seeing certifications that are specifically for fitness professionals addressing mental health. So we're seeing that that's on the rise Holistic Health. How do I help my customer to not just look. Better and achieve their physical goals. How do I help them feel better and remain disease free for a long part of their life? How do I help them with potential issues that they're facing as a woman, you know, now we're looking at, you know, how do we help women at in different phases life stages?

Krissy Vann:

It is about time, by the way. That's like, but I watched tremendously, yeah. Like, well, it took us long enough women's health. What a thought.

Unknown:

Yeah. I mean, it's beyond too, just, you know, the perimenopause and the menopausal coaching and training that goes on now we're actually looking at, okay, well, you know, maybe we want to look at how we're training women when they're on their periods, because we don't feel this. And I said it periods, yeah, I know that, like, makes a lot of people,

Krissy Vann:

like, joined lifts, and I was all about this. And I was like, Yeah, our periods are this. I was like, because the thing is not to interrupt you, but yeah, I want to like, thank and praise the Gen Z influencers, because they were actually the ones that got the ball rolling. And I feel like they look to us at, like, millennials, Gen X, and we're like, what the fuck were we thinking? And the fact that we're in this little shell of shame, you're like, it's life. If you have a mother, guess what? She also had a period, and that's how you came to life, through the whole cycle. So get used to it. We're talking about it. Yeah, absolutely. And

Unknown:

just to touch on that, I think normalizing, you know, that kind of that language is, you know, it's something that also needs to happen. We're dressing women's health, but we do need to normalize that language. I normalize that language. I said periods on stage a few months back, and I saw like, you know, multiple people in the crowds quiver with discomfort. You're right, but I mean, I just, I guess the point is, I remember, you know, when I was, you know, maybe a teenager, and I was training, you know, for, you know, various different athletics. And when I was on my period, I was told to just muscle through it, toughen up, you know. And that's just not how it works anymore. Now we're looking at cycle syncing. Now we're leveraging technology to make sure that we are providing custom programs for for women at different point points in their cycle. And this is So, important. So you know, to speak to your overall question, the edge, the level of education and the advancement education that coaches and instructors can can go after and actually consume is much more comprehensive than it used to be. We are serving the consumer and the clients as a whole person, not just at the physical level. And I think that's the big difference that we're seeing, you know, on this, you know, rise to Holistic Health. Yeah,

Krissy Vann:

it's the things that they're demanding. And obviously, through coach 360 elements like yourself, you're helping your coaches, your fitness instructors, rise to that occasion, because it's going to quickly be the rule, not the exception to the rule. We're seeing that shift happen in real time. But obviously another element is that the consumer behavior has changed. We know, for example, Gen Zs want the buffet of fitness, which could pose challenges if you're coming from the sales side and onboarding new clients. So how have your strategy shifted that you're helping to instill in people that you're coaching. So

Unknown:

a couple different things you touched on Gen Z, and I think this is the data surrounding Gen Z, and how they're consuming their fitness is just so important for everyone to look at. Gen Z is now known as Gen active, Gen wellness. They make up the largest population of the world. So we need to address how they're consuming their fitness. 67% of them are consuming their fitness inside the gym and outside the gym. So if we want to capture that market, it's really important that we understand that the Omni fitness approach is the way that we need to we need to look at this. It's not one or the other, it's both. So, you know, facilities we're starting to see, of course, they're digitizing their fitness offerings. You know, anyone from big box gyms like Planet Fitness, down to boutique fitness offerings, we're seeing a digital version of of what they can offer so they can meet their customer where they are. And I think that's so important on the coach side, just to speak to kind of what we're doing to help with, you know, capitalizing on that trend is that we're offering coaches a platform to create small groups. So not only do we provide on coach 360s marketplace a staffing component to help them find jobs, we understand that today's coach will likely have something they do outside of the club and studio facility, they likely have an independent business. We see it all the time. Coaches that are working in an orange theory, maybe they have a macro accounting group that they do. So we actually created a group platform on there to help support the business, independent coaching, so they can go on now and they can create these groups. We funnel in leads through third party strategic partners, and then they take it offline. And you know, how are they deliver their content or their LMS system? That's up to them, but we support, you know, kind of that on the fitness approach, and we're we see a lot of support from the studios and clubs in this method, because a lot of them actually support their coaches in having these outside these outside ventures, because they understand, guess what, if this coach is coming in and. A rock star instructor, and they are training 12 people that don't belong to this facility. They're going to bring those people in because those people are going to say, how do I get like, how do I become healthier and fit and more fit? What exercise should I do? Oh, well, it's come to my class. I teach on, you know, Monday, Wednesday, and Friday, whatever it is. So they're going to be, actually an attraction for these people who are, you know, in their outside training group. So I think we're going to continue to see, you know, how, you know, kind of facilities and independent coaches are going to be more synergistic in how they work together.

Krissy Vann:

Yeah, it's one of those elements that they are such. I mean, they are the face of your brand. At the end of the day, a lot of people that are your repeat clients, when it comes to retention, it's because they are loyal to an instructor. So maybe talk to me as well about how important it is to instill the understanding from an operator standpoint, of the value that their coach and fitness instructors bring. Because sometimes I've interviewed different instructors in the past that basically don't feel like they're really included as a huge part of the continuum or are an afterthought. And at the end of the day, I actually consume a lot of boutique classes where I get as a consumer side, I'm like, it's the instructor that kind of makes it.

Unknown:

It's so true. And just to touch on that for a second. I have had, I had one instructor at core power yoga that I went to for years, and when he left, I followed him, and it wasn't a core power yoga studio, it was like some random, like hot yoga studio that was

Krissy Vann:

10 miles from my house, probably inconvenient, but you're like, worth it.

Unknown:

But he was so good, and I felt like as a as a client, I could not get the same workout necessarily, with other instructors. So to your point, there are a lot of people that feel that way, and they they build a bond with their instructor that you know, basically will take them. They'll follow them anywhere. So to your point, I think more clubs and studios are starting to recognize this, and I'm seeing, you know, especially in boutique fitness, they are creating paths to growth as a to start as an instructor and then work your way to leadership. So I'm starting to see us more and more, and I'm writing about it a lot, because I think that those types of career opportunities need to get out there and they need to be seen by instructors. Because ultimately, again, you know, they might take a job because of location and pay, but they're going to stay because you're investing in them as a career professional and showing them a path to success. So I think the more that owners and operators can look for ways to take those rock stars, keep them there and advance them within that organization. That's going to be kind of the secret to, you know, the success and ultimately, client retention as well.

Krissy Vann:

Yeah, and I know in the beginning of our conversation, we kind of talked about some of the sins that will not be named, what gyms or what boutiques you've experienced it, but the one for you automatically were kind of like, oh, that didn't surprise me at all. Where are they going wrong? Like, what are the I know you you talked a little bit about what's important to do in regards to culture and the rest of it, but what would you say some of the sins are? Because I'm sure when you're coaching people, you probably hear a lot of first hand experience where you're like, this was the deal breaker, or this is what made me not just walk away from a job, but a career path, which is wild when you think, when people are getting into coaching or instructing, they've invested in themselves to get there in the first place. So it says a lot if somebody then decides to just completely walk away and out the door. Sure,

Unknown:

yeah. So I guess I would say some of those sins, and I'll just give you an example without naming names, but one of the one of the organizations I talked to had basically told us they didn't want their coaches and instructors having any resources to career growth and development because they didn't want them to get better. They didn't want them to get better because they were fearful that that person would leave them and that they would have to replace that person. So I would say that the sin there is that they're treating these people as if they're disposable. These are, you know, professional, skilled, certified individuals, and they, you know, they deserve a chance to, you know, kind of advance themselves in their career. Because ultimately, these coaches are not getting into the industry because they want to make a million dollars. They're getting in because they're passionate advocates for others, health, fitness and wellness, and they want to help people. So, you know, how can we, you know, create a situation for them that is a win win for everybody, where they end up staying, you know, with an organization that supports them in their career growth and is enthusiastic about that growth. So I think that's the biggest thing that we we've seen a few times, and it's, again, it's, it's not a lot, but we see it every now and then, where people just don't want them to have those types of resources and information. Yeah,

Krissy Vann:

it's like almost this fear based operation, where at the end of the day you're cutting off your own arm, so to speak. Yes, me wise. So definitely not a wise. Approach, which, luckily, there's voices like yourself that are out there that are advocating for those in a career path that really shaped your journey through health and fitness. So I know that speaking is something that you do regularly. You're in the circuits throughout the year. So what are going to be your kind of main messages? What are your talks centered around as you're starting because we know the season is just about to ramp up with all the shows that are coming up ahead.

Unknown:

I'm laughing a little bit because you're saying that. I'm speaking a lot, and I am. And every time I do it, Krissy, I get so I'm I get really nervous. So that's my big fear. My big fear is public speaking. And I just, I'm gonna put that out there, because that's the truth. Once I get up there, I'm okay. It's like the time leading up to it and thinking about it, and I just get so nervous. So it's good for me, though, because I do have a message, and I am very, very passionate about helping others in this industry be successful. So I am so grateful always for the platform to be able to do that. This year, there's a lot of message surrounding inspiration. I like to share my story a lot with others, just because I'm hoping that, you know, maybe it will help people who are potentially, you know, kind of going through something similar that I went through. So I talk a lot about my own journey and how that can help to, you know, potentially shape others journeys along the career path. I'm also talking a lot about the major issue right now, and I call it the dirty little secret of the industry, right? Dirty Little Secret of the industry is, is the staffing issue. The staffing turnover is 100% right now. On average, nobody in to get that number is very, very difficult, because these are from inside sources, because you can't find it anywhere. No one's talking about it. It's, you know, the dirty little secret, no, no. Club owner and operator wants the public, let alone anyone, to know, right, that they do have to replace their entire staff on average every single year. So that's the big thing that we're going to be talking about quite a bit. We want to lower that turnover rate so that we can, you know, tell a better story in the years to come. And you know, what we found too, is that this turnover rate transcends boundaries. This is a global issue. You know, I was at fibo last year. I was at European Congress, and it's the same story over there. So something needs to be done about, you know, how we view the career coach, the career fitness professional, putting them on that path to success. So we'll be talking a lot about that. So, you know, inspiration, staffing, always business of coaching. These will be things that we'll be touching on quite a bit. Coach 360 in general, talks a lot about women's health and women's mid career growth and guidance, overcoming fear, overcoming things that are holding us back, to help us to progress to the next level again, that falls into the inspiration bucket. But, you know, this is what this industry is all about. We are about inspiration and passion and helping others. There's a, obviously, a big business component that goes into it, but without the passion side of it. You know, I don't, I don't see, you know, success as a business, longevity as a business, the passion is an important part of it.

Krissy Vann:

Yeah, I really feel like that's the thread of what calls people into this space. Because at the end of the day, if it is a part of your life, fitness, in general, we've understood for ages what's now actually being preached from the marketing side, the social, mental, physical component. It's like, you know it if it's part of your life, and I think that's the root of the why for most people, for wanting to share it so without giving away what your talks kind of emulate, what is the big nugget from your journey that really you notice illuminates or sparks something in someone else. When you do get into onto that stage that you're nervous to get on and start sharing. Gosh,

Unknown:

I guess the big nugget would be the fear piece. And you know, we touched on this a little bit earlier, but I sought out a life coach back in 2023 and I can tell you right now, I never thought that I would be doing what I'm doing right now, at the end of 2023 never thought it would be possible to have traveled like I did in 2024 to have launched my own business. I didn't think it was possible because I was living in a state of complete fear. I was held back by it. I was stifled by it. I had been told for so many years, you know, by, you know, kind of various different people I had worked for that I wouldn't be able to do it. It was too hard. And you know, I got past that. And you know, when I woke up that day in 2024 January, mid January, I said to myself, I'm going to launch a company, I'm going to travel, and I'm going to pursue my passions, and I'm going to share my story with people, and they can like it or not. Like it or not, because this is going to be me, and I'm going to use the cliche word again, I'm going to be authentic, and I'm going, that's a promise that I'm going to make to my community, but I was determined to launch a business to support the business of health, fitness and wellness, coaches and instructors. And that's the nugget. That's the takeaway, is that. You know fear is always going to stifle your growth, and you know you need to move past that as an individual to get to that next level. And there's been a lot of bumps and challenges along the way. Krissy that, being an entrepreneur, there's so many highs and lows. I mean, it has been, you know, I'll go from one second to be like, jumping up and down, excited because something happened, and then the next second, I'm like, Oh my God. What the hell I can be an emotional record times because of these highs and lows. But you know what I love what I do? And that's the message. It's like, you get past the fear, you can find something that fills your cup, and you can love it. And no matter the challenges that you're going through, you know, to get there, it's like, try to enjoy that journey too. Because, you know, that's, that's the part that should be fun. It's not necessarily the end goal, right? It's like getting there

Krissy Vann:

you are very anchored and rooted to your why? That's why, even the jilts, you're like, Okay, which they don't always feel great. But the only way through it is through it, and it's all part of it. There's no way to avoid it. So I guess all the naysayers that you had that were like, it's gonna be hard. You're now on the other side of it, being like, Yeah, but I'm doing it, and that's the best part of it all, and I think that's the most important part of it all. Kathleen, I do have one question that's unrelated to fitness industry, but I saw him post about it, and I was like, I think it was in your bio, just saying, so you had not traveled out of the country.

Unknown:

Okay, isn't that crazy? Like,

Krissy Vann:

to me, I'm just like, how magically Wonderful. So I have to, like, what was that experience like? Because I can't, I've been, you know, blessed just through, like, different life choices that I've traveled quite a bit. Imagine that feeling in this phase of life to get this experience. So I need to just hear what that was like for you.

Unknown:

I mean, this is again. This goes back to when I set goals in 2024 I had no idea. I just knew I wanted to travel. I didn't know how I was going to do it. And then my best friend calls me on, like, February 4, and she's like, do you want to go to London with me in three days. And I was like, no, wait a minute. Yes, I do want to go to London with you. She's like, because my husband's going to pay for the whole thing. He wants to, you know, give it to me for my birthday. And we're going to go to peloton studios, and we're going to do six classes. I had the best time. I mean, I don't know if I'm manifesting this stuff or what. But I ended up going to London randomly, like, three days after I was asked, then fibo came around, which just was an incredible experience in itself. Was able to, you know, fly into Paris, took the train into cologne, and, you know, it was just, it was exhilarating. I did it all by myself. And I just, I caught the bug. I want to do more. But what was really cool was just going to, you know, fibo and European Congress and learning from, you know, just a global perspective, some of the issues that they were, that they were facing in the industry, they're not so far off. I mean, their education is a lot more standardized in terms of, you know, instructor training and coach Coach education. But, you know, there are a lot of similarities. There's a lot of passionate health and fitness professional consumers, actually, that attend these shows. So, you know, I guess what it was like was use the word magical. It was magical, and I want more.

Krissy Vann:

Well, I actually don't have a doubt that's going to be part of your future. And I asked that because, mainly, I just love moments like that, when you actually kick down, whether it was, you know, whatever the roadblock was to get you there, and all those decisions of saying yes, it doesn't mean that the path is easy, but it is interesting how the minute you decide to let go of your own resistance, how those doors just go, bam, bam, bam. And then things that didn't make sense initially do make sense and start to weave within your life. And it just seems like you're in the heart of that right now. So I thank you so much for sharing your expertise. Obviously, people will be looking forward to your talks, because you're very eloquent, very well spoken. It's surprising that public speaking gives the nerves, but I'm like nerves and excitement intrinsically linked same feeling in the gut, they fuel you when you're up there. So thank you very much for spending the time today. How can people get in touch with you? Well,

Unknown:

thank you for having me. This was really fun. I love people to just reach out to me directly. So they can reach out to me at Kathleen at coach 360 news.com they can also follow us on LinkedIn, at coach 360 and Instagram at coach 360 News, I'm happy to support anyone in their journey in health, tips and well as coaching, or if they need help with finding a coach, I'm pretty, pretty much an open book. So reach out to me and I'd be happy to work with you.

Krissy Vann:

Brilliant, and if you're enjoying us in your ears, as podcasting is often the case, we'll have all that info in the show notes so that you can catch up with Kathleen. Thank you so much for your time today. Thanks, Krissy. You've just listened to the All Things fitness and wellness podcast hosted by Krissy Vann. Be sure to hit like and subscribe. We have new podcast episodes weekly featuring. Industry insiders and influencers together, we're on a mission for everyone to live a life fit and well you.

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