Profile: Focus Personal Training Institute, co-owner Joe Masiello.
What if you could offer new employees a white label personal training certification? Would it make a difference for you financially?
This is the idea behind Focus Personal Training Institute’s corporate program – a custom-designed personal training certification that can be “white labeled,” to streamline and simplify the hiring process.
What is a white label personal training certification?
It is a personal training program uniquely tailored for each fitness company. The gyms have the choice to present the certification as their own, backed by a nationally accredited institution or use the FPTI title.
Each curriculum covers the basics of anatomy, program design, technique, and nutrition. It is then “layered” with brand-specific knowledge helpful to new employees, including company-specific onboarding, internal business practices, and language preferences. This way, every trainee arrives at work with the same background and skill set. Continuing education certifications are offered as well, each modified to serve the club’s specific demographic. All the programs are tailored specifically for each individual fitness corporation.
What’s the first step for white label certifications?
FPTI meets with the organization to gather information about their clubs: hiring procedures, knowledge base, company protocols and products. This information is then built into the curriculum. For example, if the gym sells supplements, this is woven into the module on nutrition. Essentially, the curriculum aligns with the brand.
How are the students trained?
To reach students across the globe, FPTI established a two-week, 35-hour program using a learning management system with live on-camera trainers. The new personal trainers must “arrive” at work dressed in their uniform, prepared to use the customized course manual. The live training gives the students the opportunity to ask questions and demonstrate technique under a teacher’s instruction.
What are the advantages to a white label certification?
- Trainers are ready for work quicker.
- White label personal trainers are more committed to the organization.
- Broadens the pool of candidates. Many of these gyms use their certification program to recruit from their membership base.
- Allows managers time to evaluate an individual’s habits, communication style, and dependability while they are in training.
Can smaller gym groups use their certification process?
Yes! This fall 2025 FPTI offers an “Open Access” training program for smaller gym operators. Fitness centers with 1-15 locations will receive the same live-online instruction within monthly cohorts. And although the courses are not customized to the brand, this “open access model” solves the problem of cost while maintaining quality and consistency across personal training certifications.
How do customized certifications help gyms standout?
“One of the most powerful aspects of private cohorts is their impact on company culture. Trainers from different locations, across the country or even globally, can go through the program together in a shared learning environment. This fosters a stronger sense of connection across teams and promotes a unified professional identity. It also ensures that all trainers, regardless of location, are receiving the same high standard of education and are aligned on expectations, terminology, and best practices. That consistency is critical for brands looking to maintain quality control and elevate their training experience across every location,” FPTI co-owner Joe Masiello explains.
How did Focus Personal Training Institute start?
FPTI is a nationally accredited vocational school located in New York City. The genesis of the institute grew out of a personal training company established by the Institute’s owners in 2001. Focus NYC, owned by Medical Exercise Specialists Joe Masiello and Gabriel Valencia, is an elite personal training studio. Unfortunately, as the studio expanded, the owners increasingly found themselves training their new hires, as many personal trainers were under-qualified, despite their national certifications.
In response, the two principals formalized their instruction curriculum until it naturally expanded into a school-style setting. Currently, Director of Education Casey Holgan oversees program development and implementation.
At the institute, students choose from three- to six-month-long training within a hands-on program overseen by elite-level instructors. Eventually, national gym chains began hiring the institute’s graduates.
Masiello says the Institute solved a problem for these companies. The fitness companies were all hiring personal trainers from the same pool, yet the individuals arrived with different training backgrounds, holding varying certifications, and demonstrating inconsistent skill levels. This uncertainty created higher employee turnover, increased potential for liability, and hurt brand consistency. Conversely, an FPTI graduate arrived with a strong foundation of hands-on training and consistent instructor feedback.
Yet even a professional vocational school can prepare only so many students, despite the industry exploding in popularity. It was here the two turned an industry norm on its head.
Instead of personal trainers bringing their certifications to the gym, the gym would offer “white labeled” certifications instead – through FPTI. Today, many of the nation’s best-known corporate gyms white label through FPTI.
Gym Insight
Thank you, Joe Masiello, for this wonderful interview. As with many of our recent product reviews, we met FPTI at the Health & Fitness Expo this spring.
Our gym management software company focuses solely on creating subscription-based software for the fitness industry. Our member management software offers:
- Free mobile-based Members App,
- Sales Guru for easy new member sign-ups,
- Digital keytags eliminate unnecessary key exchanges and streamline new member access.
- The industry’s best door access system — with remote control and full gym software integration.
- Oh, and our U.S.-based customer service is top notch.
Call us today for a demo at 855-FOR-GYMS (855-367-4967).
