Calling all current CrossFit Coaches (or those who aspire to become one!)

• Come and be part of an established, proven apprenticeship program aimed at developing coaches into business owners.

• Not only do we have the biggest and most well equipped fitness facilities in London and Dublin, we implement revolutionary business systems that truly professionalize the industry.

• Get paid a professional wage (50-100K per annum) for doing something you love as a coach

• If you’re looking for longevity in the fitness industry you need to be surrounded by proven business systems. Systems that were designed to support you both financially and personally.

• Find out more by sending your CV to:

Please note that only successful applicants will be contacted.

Perpetua are Europe’s first ever CrossFit gym that are part of the MadLab Group. This is a worldwide business system model on how to run a successful box, avoiding common pitfalls many new box owners come across e.g. coach burnout, static growth, members defecting to competition etc.  The Madlab Group has helped put fitness coaches on a professional wage.

Skill set required:

Coaching experience (preferred)
Hold a CrossFit Level 1 Certificate (preferred)
Have a willingness to achieve and an entrepreneurial spirit
Be a team player and not a lone wolf
Have the ability to proficiently instruct and correct physical movement
Interest in CrossFit
Be passionate, outgoing and confident

“Our Schools vision is to empower our students, to fulfill a lifelong career in health and fitness”
Many graduates go on to own their own successful CrossFit affiliates.

There are two options available to students:
Option A:
The junior apprenticeship programme takes 6 months – 2 years to complete depending on experience.
Option B:
The second is a ‘fast track’ student internship for experienced coaches with 2+ years coaching under their belt. The fast track takes you through the Junior Apprentice program at an accelerated rate.

Length of the apprenticeship varies on the level of knowledge/experience the apprentice starts with. An Apprenticeship can take from 6 months to 2 years.

Junior Apprenticeship

  • Shadow and assist Instructor coaches with group classes
  • Shadow and assist Instructor coaches with one-on-one personal training
  • Study and learn coaching cues for all CrossFit movements
  • Learn basic nutrition, assist with prepping food logs, assist with keeping student on nutritional goals
  • Learn basic anatomy
  • Learn basic exercise science
  • Learn business model and free market system
  • Complete reading list (various books, articles, and papers)
  • Bring in three friends to train. As the sessions progress the apprentice takes on more responsibility and an increased role in delivering the coaching


Senior Apprenticeship

  • Assist Instructor coaches and begin to lead group classes
  • Assist Instructor coaches and begin to lead one-on-one personal training
  • Help with and eventually take the lead on programming workouts for group classes
  • Pass five exams in the following areas: nutrition, anatomy, exercise science, coaching cues, and the CrossFit Perpetua business model
  • Host a minimum of two community events, such as social functions, charity events, or CrossFit-related seminars or workshops
  • Host client feedback meetings bi-annually with students
  • As the 1 on 1 sessions and group classes progress the apprentice takes on more responsibility and an increased role in delivering the coaching slowing earning a larger percentage of the gross revenue, based on referrals and retention
  • Must have 30 students of his own and gross £4,000 before the Senior apprentice can graduate.
  • Upon graduation the student is free to pursue a career in any CrossFit around the world. We have helped place many graduates. Our graduates are sought out around the world and known for excellence.

James’ story:

• Studied at Loughborough University for 5 years. Bsc and Msc
• International hockey player
• Started PT business which left himself overworked, overtired, and with no long-term plan. An unsustainable lifestyle.
• Approached by CrossFit Perpetua in July 2013.
• Given tools to sell, retain clients and generate referrals. Everything he needed to be self-sufficient.
• Given large ownership over own hours worked each week.
• Part of one of the most successful CrossFit coaching teams in the UK with a clear long-term goal and path to achieve it.

o Month 1:
• Avg 30 hour coaching week – £600
o Month 6:
• Avg 30 hour coaching week – £2,250
o Month 12:
• Avg 30 hour coaching week – £3,000
o Month 18:
• Avg 30 hour coaching week – £3,500+

“The apprenticeship here has been life changing. The team environment and business systems make it a highly rewarding and satisfying place to work, and the apprenticeship program ensures you have the tools and coaching expertise necessary to be very successful. Above all I have a sustainable lifestyle and clear long-term vision within the industry. I take huge pride in being part of the ambitious, progressive and professional team that is CrossFit Perpetua.”

Rusty’s story:

• Moved from Australia to London to make my PT millions
• Landed a job as Personal Training Manager of one of the biggest “globo gyms” in London.
• Became frustrated at lack of space, equipment, edacity at peak times during CrossFit styled workouts and felt stretched trying to develop the high turnover of personal trainers
• Worried about taking holidays or time off due to the fluctuating trend that is the fitness industry
• Moved to CrossFit Perpetua a place where I could develop not only my skills as a coach but as an CrossFit athlete
• The coach compensation program offered at CFP would reward me with the same amount or more each month for less hours worked also means… PAID holidays!!!
• Further realization that my salary would continue to grow as the business continued to grow rewarding hard work and dedication as I became a mentor – Senior Coach

o Month 1:
• Avg 30 hour coaching week – £600
o Month 6:
• Avg 30 hour coaching week – £2,250
o Month 12: Senior Coach with 1 apprentice
• Avg 30 hour coaching week – £3,800
o Month 18: Senior Coach with 2 apprentices
• Avg 30 hour coaching week – £4,750+

“I’ve been in the fitness industry a long time, now the coaches I develop and work with are proven to be the most professional and highest earning CrossFit coaches in the industry. A self-sufficient team dedicated to developing a culture, pursuit of knowledge and changing people’s lives.
An environment where learning is paramount and gains are a result of studied success. Making the gym more of a school than just a gym, educating clients and coaches alike.
The Perpetua Coach apprenticeship program is the most comprehensive program I have been apart of, encouraging coaches to be think more entrepreneurial. More like an owner than an employee. Skills of marketing for referrals, managing events and member retention are just as important as smashing out workouts and social media. Oh yeah and we always have time to Crossfit too”

Read our 1st Apprentice story:

Ian Madden: CrossFit Perpetua Dublin’s First Apprentice 

Ian has now gone on to open his own CrossFit gym, along with many of the other apprentices that have passed through our system.  Perpetua have helped shape some of the best coaches in the UK and Ireland.

Ian Madden was a coach at CrossFit Perpetua Dublin in Ireland, a box that pays its coaches based on performance as opposed to paying them an hourly wage.

Madden was compensated for coaching based on what he sells. The coach receives a percentage of the revenue they generates through personal training sales as well as their client’s monthly fees. It’s pretty simple: the more clients they have, the more they make.

But before he was accepted as a full-time coach in Dublin, he went through an apprenticeship program under the close tutelage of Michael Price, the co owner of CrossFit Perpetua Dublin.

Becoming a coach and getting to a point where Madden made a decent living financially was a slow process, and the experience was not dissimilar to the way a rookie is treated on a college football team. But three years since he started his apprenticeship, Madden now looks back at his journey with appreciation.

It began for Madden in 2009. Addicted to his newfound passion, being at the gym was all he could think about. It was only natural that he become a coach. After completing his Level 1 certification, Madden began his apprenticeship. At first, this simply meant shadowing Price around the gym.

“At the start, I was paid 15 quid (about US25) an hour. With early mornings and late evenings, it was tough going. I was basically doing Michael’s admin, replying to emails, and generally cleaning up around the gym. I earned about €14,000 (about US18,000) that year, I reckon,” said Madden.

Before CrossFit Perpetua Dublin’s apprentice coaches generate their own stable of clients, Price pays them a nominal salary per class they cover. Not able to live off an annual salary of €14,000 Euros, Madden kept his day job delivering cakes.

“I’d come to the gym in the mornings and work with Michael (Price) at 6 a.m. Then I’d drive around in a van delivering cakes for a while, and then I’d come back in the evening to coach again,” Madden said. “So my day would start at half five in the morning and go until half five at night.”

Although he put in long days and was humbly compensated for his efforts, something told Madden to keep going, to stick with it. He was learning so much about fitness and coaching every day, and the more he learned as a coach, the more he realized he still had to learn about coaching.

“I was just really in to CrossFit, to be honest. Those first few months, it was all I wanted to do. At the time, it was a bullshit way to live, but I still really looked forward to going to the gym. It was probably the best part of my day, in a lot of ways, so it was never torture to me,” he added.

While it wasn’t torture, the challenge of figuring out how to coach, how to bring people in and sell them on CrossFit, how to handle long days, and how to live frugally tested his character over and over.

“I had to move home with my parents at one point. I was 29 years old, and my parents were like, ‘Fuck off.’ They probably thought I was this degenerate. They were like, ‘What are you doing? You’re not working so you can lift weights?’” said Madden, laughing at the memory.

And he admits there were times where he thought he should throw in the towel.

“One winter was particularly shit and the temperature was going into the minus degrees, and the gym is a big shed. I was doing the morning class at the time, getting paid €15 to be there. I thought I might crack, yes. But I couldn’t go back to my old life,” he said.

One of the reasons Madden kept going was that he knew things would only get better.

“I remember telling myself, ‘If I’m doing these kind of hours and not hating it, imagine if I could eventually do this for five hours a day?’” he said.

Three years later, that’s exactly what Madden is doing.

Today, Madden looks back and understands the method to the madness of being put through the ringer as an apprentice.

“Michael is very critical, and there was a reason he didn’t let me coach on my own sooner,” Madden said. “For six months or so, I was incredibly broke, but at no point did Michael stray from his standards and let me coach just because I needed money.”

Madden continued: “He needed to know that he could trust me, that when he left the gym floor there was no difference between he and I. He needed to know people took me seriously as a coach.”

The other component of the apprentice program was the mental challenge that helped make Madden stronger.

“It’s the making of you. That’s part of it: it’s good to put people through the ringer to see if they’ll make it. If someone is weak enough to crack and they can’t find their way through that level of adversity, then Michael needs to know that. Michael’s a big believer in mental strength in his coaches,” Madden said.

This mental strength Madden developed as an apprentice helps his coaching today. “Working five hours a day feels like I’m not even working,” he said. “I have so much more energy for my clients, and my classes are so much better now.”

He added: “I come in in the mornings, I turn the key, and I coach. It’s not stressful.”

The Financial Details: Why the System Works for Madden

A huge reason why the apprentice program worked for Madden is because Madden believed in the concepts behind the system.

“Michael always told me that I’d have to put in a lot of hours at the start and get jack shit for it but that the long-term rewards could be great,” Madden said. “The other option was to pay me €20 an hour, but that’s all I’d get for the rest of the time I was there.”

Once it was explained to him that way, Madden did the math.

Hypothetically, if he had 40 clients paying €175 a month for classes, and Madden made 50 per cent of that revenue, he’d made €3,500 a month before he even brought in any new personal-training clients. For that €3,500, Madden would be responsible to coach eight classes per week and maintain his clients by keeping them happy and fit. And, if he brought in new clients each month for fundamentals or personal training at €75 an hour, he’d make a percentage of that revenue, as well.

This would lead to a system where Madden could easily make €5,000 a month working a reasonable 25 hours per week.

In Madden’s mind, this seemed like a better option than working 40-plus coaching hours each week at €25 or €30 an hour.

Fast-forward: Madden moved up to 36 clients within 6 months who attend group classes, as well as a mother’s class he coaches each week. On top of this, he had new personal-training clients each month. He was making anywhere from €4,000 to €5,000 (US$5,000-$6,000) each month working a very manageable 25 hours per week.

Madden loves what he does; he isn’t burnt out, and feels it is a great way to be connected with the other coaches he has worked with.

“Our system means that everyone is more responsible because they actually care about the business, and I think this is invaluable,” Madden said. Proof of this is the fact that Price took off for two or three months this past summer, and even though the owner was gone, the gym looked the same when Price returned.

“I’m not saying we didn’t miss him. But when things broke, they got fixed. And if I were making €20 an hour, I wouldn’t care if things were broken,” Madden said.

He added: “If I were making €20 an hour, I wouldn’t still be here.”