Subsidizing Employee Certification

The demand for fitness professionals to become certified continues to rise, but paying for the necessary courses can be tough on their wallets.... There are many reasons to consider paying for employee certification.

The demand for fitness professionals to become certified continues to rise, but paying for the necessary courses can be tough on their wallets. The initial out-of-pocket expense to a fitness professional can be staggering, and renewing those certifications also stings. It used to be that fitness professionals could either pay up or be left behind, but now more and more facility operators are helping to mitigate the cost of employee certification. "We work with many fitness facilities that subsidize all or part of the certification fees," says Mario Crespo, president of the National Exercise Trainers Association (NETA), Minneapolis, Minn. "Some organizations will reimburse for renewal fees, as well as continuing education."

Staying competitive

There are many reasons to consider paying for employee certification. Highlighting a facility's certification benefits is a good way to attract motivated applicants. "Many clubs use certification as a recruiting tool to get entry-level instructors," says Crespo. As this practice becomes more commonplace, it may become mandatory to stay competitive in the hunt for excellent employees. Currently, certain kinds of facilities are more likely to pay for certification. Says Crespo, "Usually we find that YMCAs, community recreation centers, hospitals and many franchised clubs are more likely to pay for all or part of the certification expense."

"In a competitive field, anything that can tip the scales for your club is obviously beneficial," says Mark York, general manager, corporate wellness, of Sport & Health, McLean, Va. Sport & Health offers reimbursement for "some higher-profile certifications, [like] yoga, Bodypump, etc., along with an exclusivity clause in employment," says York. "Of those eligible, almost all have taken advantage." York adds that group exercise instructors are high on Sport & Health's list of desirable recruits, and paying for their further education is one way to attract them. "Those experienced group exercise professionals can be more selective in their choice of employer," he says.

Retention tool

Another reason clubs are forking over for certification is to improve retention. Though member retention is on everyone's minds, the first step toward beating the industry average is by retaining high-quality employees. Paying some or all of employees' certification costs is one way to achieve this, according to Crespo. "Facility directors often tell us that it works out better for them to retain staff by providing certification and continuing education, than to continuously replace staff," he says. Sport & Health has an impressive employee retention rate. "Of the current crop of employees that have received [the benefit] over the last two years, 80-plus percent are still employed," says York.

Risk management tool

If a facility operator can't afford to subsidize all types of certification, picking and choosing the most vital certifications can help with risk management. Jameie Millis, general manager at the PTO Fitness Center, Alexandria, Va., says the facility's board of directors pays for CPR and AED certifications, but no fitness certifications or continuing education. "It's a nice benefit, and plus it makes sure everyone gets AED certified," she says. "We hold it right at the club, once a year." The convenience of not only paying for the certification, but also hosting it, has paid off for the PTO Fitness Center. A few years ago, Millis had to use the club's AED on a delivery person who collapsed in the gym. She worked to resuscitate him before the paramedics arrived.

Finding the funds

Wanting to pay employees' certification fees is one thing; finding the necessary funds is something else. One way to afford the cost of subsidizing staff certifications is to open up the facility for classes or an exam. "Some facilities host NETA workshops and receive free certifications for their staff in exchange for use of their facilities," Crespo explains.

Another option is to subsidize the cost of one or two certifications, such as CPR and AED education, like the PTO Fitness Center. Or, use it as a motivational tool for employees who excel at their jobs. A fully-paid certification can reward dedicated staff members, and at the same time make them even more valuable members of your team. This also helps avoid the pitfall of paying to educate a lackluster employee, only for them to leave your club and apply that education elsewhere.

Education's importance to the industry - and how it is viewed by potential customers - will likely continue to increase. Though it can have short-term effects on the bottom-line, there are many long-term benefits. Fitness facilities that help facilitate the certification of fitness professionals will not only help improve their own staffs, but the industry itself.