24 Hour Fitness has announced an industry-first initiative in partnership with the International Sports Sciences Association (ISSA) to certify all of its nearly 250 General Managers as Certified Personal Trainers (CPT).

Enrollment began August 8, with all GMs expected to complete certification by the end of November. “Our General Managers are the heartbeat of our clubs,” said Chris Schmidt, SVP Club Operations, 24 Hour Fitness. “By equipping them with the industry’s gold-standard personal training certification, we’re raising the bar for leadership in fitness.”

ISSA will provide education, tracking, and support, with the program designed to strengthen leadership, improve trainer mentorship, and enhance the member experience. “Certifying 24 Hour Fitness’ General Managers is about more than adding credentials, it’s about strengthening the connection between leadership and club members,” said Warren Heffelfinger, CEO, ISSA.

The initiative is part of a broader collaboration that includes social media activations, influencer partnerships, and career events, including a hiring event on the ISSA Career Connect platform later this month.

While 24 Hour Fitness does not currently operate in Canada, the initiative highlights a growing industry focus on leadership development and formalized training standards—an approach that may resonate with Canadian club operators seeking to elevate member experience through stronger staff expertise.