PERSPECTIVE : REFLECTIONS OF INDUSTRY LEADERS
AFTER REFOCUSING AND ADAPTING
LET ’ S PREPARE FOR GROWTH
The seismic changes forced upon us in 2020 have provided an opportunity to reflect on how we operate our businesses – and to evolve them to meet future needs , writes Steve Pettit , CEO of Australian Institute of Fitness ( AIF ) and Australian Fitness Network .
W ithout doubt , this has been a year of tremendous
upheaval for every area of the fitness industry , from personal trainers and group fitness instructors , to club operators and industry suppliers . As the largest and longest established supplier of qualified fitness professionals to the industry , the AIF falls firmly into the latter of these camps – and as a business traditionally focused on face-to-face education , 2020 has certainly presented us with many challenges . But the changed circumstances in which we found ourselves also served as a catalyst for some necessary changes .
We took the opportunity in 2020 to make significant changes to a number of areas of our business , from the way we deliver our courses , to the content of those courses and , perhaps most noticeably , to the way we look .
We have recently transformed our branding and honed our focus to create a contemporary fitness education business that ’ s positioned for the future . For 15 years our recognisable green and blue look was part of the AIF , and during this time we cemented our position as the leading provider of fitness industry training and qualifications . The world has changed significantly during those years , and now , so have we . Our bold , clean new branding is representative of our energy , our positivity for the future and our ongoing commitment to excellence in education . You can see for yourself at
fitness . edu . au .
We have also taken the opportunity to reposition our business and add greater value to our students , our graduates , and to the wider fitness and wellness industries . Historically we have functioned , primarily , as a Registered Training Organisation ( RTO ). But limiting ourselves to delivering qualifications allowed us to flex only part of our educational muscle . When we consider ourselves as experts in education that also has RTO capabilities , we open up a new world of opportunity .
This shift in thinking means that we can now offer micro credentials , certificates , qualifications and ongoing education , as well as industry onboarding , training and support . If someone wants to enter the industry as a Fitness Coach or Group Exercise Instructor , we can help them do that . If they want to take the next step and become a Personal Trainer or Massage Therapist , we can help them do that . If they want to carve out a long and successful career in fitness , enabled by our ongoing professional development courses through Network , we can help them do that .
In terms of the course content we are providing , this year we have substantially upgraded our Certificate III course – which is now called Fitness Coach . Developed in consultation with industry , Fitness Coach now trains the essential skills needed to launch a fitness career , with new specialisations in Group Exercise and Gym Instruction . As it also constitutes part of our flagship Master Trainer Program ( which incorporates both Certificate III and Certificate IV in Fitness qualifications ), this enhancement of Fitness Coach has therefore also further elevated Master Trainer .
And how are we delivering these courses ? In 2020 , the world shifted online and when we had to halt face-to-face teaching we launched our
Master Trainer Online Plus + Program . We have long offered a self-paced online study mode , but the pausing of in-person teaching created a need for a model that closely replicated the face-to-face experience and course duration . So , we met that need and now offer more course delivery options than we would have ever considered a year ago . Now , students have a choice of on-campus , online selfpaced , virtual live-streamed and flexible study modes . However you want to learn , we ’ ve got you covered .
With all these developments , one thing hasn ’ t changed – our determination to provide the fitness industry with the best , careerready fitness professionals . So , is the industry ready to take them on ? The fitness landscape may not look the same as it did pre- COVID , but it is my firm belief that more people than ever will be willing to invest in personal training , whether through in-person or virtual sessions . With the virus overwhelmingly affecting those with compromised health , 2020 has highlighted the importance of focusing on our wellbeing , and for this reason I believe that we , as an industry , are poised to go from strength to strength .
Steve Pettit
Steve is the CEO of Australian Institute of Fitness ( AIF ) and Australian Fitness Network . Throughout his career he has worked with some of the world ’ s leading fitness providers , including Les Mills Asia Pacific , Zest Health Clubs and Les Mills International .
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