Introduction
Most aspiring trainers think private sector sports performance looks glamorous. They see Instagram clips of flashy drills, high-flying dunks, and a steady stream of “grind now, shine later” quotes. What they don’t see? The 90% who quit before year one is over.
When I started, I was technically an employee of the YMCA at the time, but because of the lack of space inside, I often had athletes sprinting in the parking lots. My early sessions looked nothing like the polished setups you see online today — just making do with whatever space I could find.. No staff, no security, no steady paycheck. Just long days, high turnover, and the constant question: can I make this work?
If you’re thinking about this profession, here are the harsh truths I’ve lived and learned.
1. Instability is the Norm
In the private sector, there’s no guaranteed roster, no school backing you, no steady stream of athletes that magically appear. Your paycheck moves with the athletes — and they come and go with seasons, vacations, injuries, and family budgets. One month you feel like you’re on top of the world, the next you’re scrambling to cover rent.
I remember weeks where half my clients disappeared overnight because high school sports started up. The sessions I thought were locked in evaporated as soon as coaches called for extra practices or games. Those cancellations don’t just sting; they remind you that your business depends on factors you can’t control.
If stability is your top priority, this isn’t your field. Instability is baked into the job description, and your ability to adapt to it will determine if you last. You must expect the waves, not fight against them.
If stability is your top priority, this isn’t your field. Instability is baked into the job description, and your ability to adapt to it will determine if you last, says @trayner_dave
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2. The Grind Filters Most People Out
The dropout rate is brutal. Most trainers never make it past year one. Why? Because the grind is relentless. Early mornings, late nights, weekends filled with camps and clinics — all with inconsistent pay. The hours are long and the return isn’t immediate.
Passion keeps you going for a while, but passion alone doesn’t pay the bills. When the money isn’t there yet, when the schedule feels impossible, and when you wonder if anyone even notices the work you’re putting in, grit becomes the deciding factor.
I’ve seen talented coaches quit not because they lacked skill, but because they underestimated how unforgiving the first few years are. The grind isn’t glamorous, but it’s the filter that weeds out everyone except those who truly love this work.
3. Low Pay & Long Hours
If you’re chasing quick money, the private sector will break you. Early on, I was training maybe one session a day, with long gaps of empty hours in between. The hardest part wasn’t just the lack of volume — it was that I struggled to close new clients, leaving me constantly anxious about whether I’d have enough athletes to make rent.
And then there’s the schedule. Evenings and weekends are your prime hours. That means long days, missed family events, and a lifestyle that rarely lines up with your friends or loved ones. You sacrifice holidays and downtime because those are the exact windows when athletes are free to train.
The trade-off is that you do get pockets of free time during the day, but those hours often disappear into programming, marketing, or chasing down leads. Free time isn’t really free in this career. You learn quickly that this profession demands both your clock and your wallet.
4. Burnout is Always Lurking
Long hours, uncertain income, and constant turnover add up. Burnout isn’t an “if,” it’s a “when.” The emotional roller coaster of gaining and losing athletes takes a toll, and it doesn’t take long before the fire that started your journey feels dim.
I’ve had stretches where I felt like I was on autopilot, running sessions but mentally somewhere else. The danger isn’t just physical exhaustion — it’s the numbness that creeps in when the grind overshadows your passion. That’s when many coaches walk away.
The only way through is to truly love coaching. If you don’t, the grind will bury you. You need strategies to recharge, mentors to lean on, and the humility to admit when you need to adjust your pace.
The only way through is to truly love coaching. If you don’t, the grind will bury you. You need strategies to recharge, mentors to lean on, and the humility to admit when you need to adjust your pace, says @trayner_dave
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5. Sales and Marketing Are Survival Skills
In the private sector, nobody hands you athletes. You don’t inherit rosters; you build them. That means learning sales, marketing, and branding whether you like it or not. Your ability to generate leads and close clients matters as much as your coaching.
Early on, I thought being a great coach was enough. It wasn’t. I quickly realized that if I couldn’t attract and keep clients, my coaching skills never got used. Parents don’t just stumble into your program — you have to make them believe you’re worth the investment.
Your social media presence, your word-of-mouth reputation, your ability to communicate with parents — those are your lifelines. The uncomfortable truth is that your success has as much to do with your ability to sell yourself as it does with your programming.
6. The Market is Oversaturated
Everyone is a “trainer” these days. Instagram bios are filled with self-declared coaches offering speed, agility, or vertical jump programs. The question every parent and athlete has is simple: what makes you different?
If you can’t answer that clearly, you’ll get swallowed in the noise. Credentials help, but differentiation goes beyond certifications. It’s about your story, your results, and the relationships you build. Athletes want to know you care about them as much as you care about their numbers.
Standing out requires intentional branding. It’s not enough to be good; you have to be memorable. That takes creativity, consistency, and a willingness to show the value you bring in ways that others can’t copy.
Image: Coach David Akao making connections in the community at a booth
7. Parents Can Make or Break You
Athletes don’t pay you — parents do. Some are incredible partners in the process. Others? They’ll question your methods, demand faster results, or complain you’re not “pushing hard enough.” Their perception often matters more than the reality of your program.
I’ve had parents who became my biggest advocates, referring me to friends and filling my pipeline for months. I’ve also had parents who undermined everything I did, making it nearly impossible to help their kids. Navigating those dynamics is part of the job.
Learning to handle parents with patience and professionalism is critical. Handle it poorly, and you’ll lose business fast. Handle it well, and you’ll gain not just one client, but a family that spreads your name to others.
8. Competing With Skills Coaches
Athletes love skill work. Parents will often prioritize a hitting lesson, shooting clinic, or pitching coach over strength and speed training. Convincing them that performance training matters just as much — if not more — is a constant battle.
I’ve lost athletes to skill coaches more times than I can count. The challenge is proving that without strength and speed, skill only goes so far. It’s not easy, because the payoff from performance training isn’t always immediate or as visible as fixing a swing.
You have to show your value. That means tracking results, communicating clearly, and proving that your training translates on the field or court. Otherwise, skills coaches will win the budget every time.
9. Multiple Income Streams Are Mandatory
In the private sector, one stream isn’t enough. Camps, clinics, private sessions, group training, online programs — you’ll need them all at some point. I’ve run everything from youth volleyball camps to speed clinics just to keep the lights on.
If you rely on one thing, your income will look like a roller coaster. Summer might be booming with athletes, but winter could dry up. That’s why I eventually branched into selling apparel. Those sales didn’t replace my training income, but they smoothed out the dips and gave athletes and parents another way to buy into the brand.
The coaches who survive long-term are the ones who diversify. If you put all your eggs in one basket, you’ll be in trouble the second that basket dries up. Building multiple lanes of income isn’t optional — it’s survival.
Image: Coach David Akao working with volleyball athletes
10. Athletes Are Seasonal & You’re Not Their Priority
Athletes flood the weight room in the off-season, then vanish once games begin. Cancellations and no-shows become routine, and just when you think you have momentum, the season pulls them away. It’s frustrating, but it’s reality.
And even when they are around, you’re rarely their top priority. School, practice, and family all come before training. I had to learn not to take it personal when athletes skipped sessions. Their world is bigger than just my program.
The smart play is to adapt, not resent. Find ways to fit into their world instead of demanding they fit into yours. Flexibility is survival.
11. Buy-In Isn’t Guaranteed
Not every athlete loves the weight room. Some are all-in, others just want to survive it. I’ve had athletes light up at the chance to set new PRs, and others who looked like they were counting down the seconds until the session ended.
Your job is to reach both. That means learning how to motivate, connect, and adjust expectations. The best coaches meet athletes where they’re at and help them see value in the process.
The reward is watching an athlete who once dreaded training finally embrace it. That transformation is one of the most satisfying parts of the job.
12. Certifications Don’t Impress Clients
I have my CSCS — the gold standard in the college setting. My athletes and their parents? They don’t care. They care if I can help them run faster, jump higher, and stay healthy. That’s it.
Certifications open doors, but results and relationships keep them open. Don’t mistake one for the other. Your letters on paper won’t matter if athletes aren’t improving or if parents don’t trust you.
This doesn’t mean certifications aren’t valuable. They sharpen your knowledge and credibility, but they’re not the currency of success in the private sector. Relationships and results are.
13. Communication, Creativity, and Reputation
The perfect program is worthless without trust. Communication is king. Athletes need to know you see them, hear them, and understand them. Without that connection, even the best plan will fall flat.
Creativity is survival when you don’t have the dream facility or perfect conditions. I’ve trained athletes with nothing but bands, cones, and bodyweight. The ability to adapt and still deliver results separates pros from pretenders.
And reputation? That’s your currency. Word-of-mouth builds or kills you. In the private sector, your program is only as strong as the trust people have in you. Guard it carefully.
I’ve trained athletes with nothing but bands, cones, and bodyweight. The ability to adapt and still deliver results separates pros from pretenders, says @trayner_dave
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14. Clients Beyond Athletes Keep You Alive
I wanted to only train athletes. Reality hit quickly. General population clients, parents of athletes, random referrals — those clients paid the bills while I waited for more athletes to come through the door.
At first, I viewed this as a step backward, but I quickly realized how much it sharpened my skills. Communication, cueing, patience — all of it carries over when you’re back with athletes. Training adults can make you a better coach overall.
If you’re too proud to train anyone outside of sports performance, your career will be short-lived. Humility and adaptability keep you in the game.
15. The Impact Is the Payoff
At the end of the day, this is why you stay. It’s not the money, the Instagram highlights, or the occasional big camp. It’s seeing athletes grow, watching a shy kid find confidence, or hearing a parent say, “You changed my son’s outlook.” Those moments are the true currency of this profession.
The impact goes beyond sets and reps. You’re shaping confidence, resilience, and character. That’s what athletes carry with them long after they leave your program.
If you can’t find joy in that, the private sector will chew you up. But if you can, it’ll be the most rewarding job you’ll ever have.
Image: Coach David Akao alongside assistant strength and conditioning coaches
Final Word
Private sector sports performance isn’t for everyone. It’s unstable, exhausting, and often thankless. But if you love coaching athletes, if you can embrace the grind and build something from nothing, it’s one of the most rewarding paths you can take.
Just don’t come in expecting glamour. Come in expecting to fight for every client, every paycheck, and every ounce of respect. That’s the truth.
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