Service work: coaching, fitness, nutrition and wellness
Five kinds of one-to-one service work where many people work for themselves: dietitians, personal trainers and fitness instructors, life and business coaches, massage therapists, and other wellness practitioners such as yoga instructors. For each, the page gives how many people do the work in the US and Canada, typical pay, what you legally need before you can practise, how many are self-employed, and the official outlook. The main point: the regulated jobs (dietitian, and massage therapist where it is regulated) take two to six years of training but pay more and are easier to count. Personal training and coaching are open to anyone, pay less, and are mostly part-time. Coaching has no government occupation code in either country, so its numbers come only from the coaching industry's own survey.
26 sources · 38 tier A · 16 tier B · 1 tier C · 1 unverified · prepared 2026-09-21
01
How many people do it
US counts are BLS jobs in 2025. Canadian counts are employed people in the 2021 Census, taken in May 2021 while many gyms and clinics were shut, so the ESDC 2023 estimates are shown alongside.
| Dietitians and nutritionists, US | 86,300 jobs (2025)A |
| Dietitians and nutritionists, Canada NOC 3112 53,265 employed in Canada Unit group 31121. Its minor group also counts pharmacists. |
11,190 employed (2021 Census); ESDC estimate 12,300 (2023)A |
| Fitness trainers and instructors, US Includes personal trainers, group fitness and yoga instructors (SOC 39-9031). |
388,400 jobs (2025)A |
| Recreation, sport and fitness instructors, Canada NOC 5410 56,310 employed in Canada Unit group 54100, which also covers recreation leaders and ski and sports instructors, so it overstates fitness alone. The 2021 figure was taken during pandemic closures, when the labour force in this group was 80,860. |
56,315 employed (2021 Census); ESDC estimate 149,300 (2023)A |
| Massage therapists, US | 155,400 jobs (2025)A |
| Massage therapists, Canada NOC 3220 48,010 employed in Canada |
38,540 employed (2021 Census); ESDC estimate 45,000 (2023)A |
| Other practitioners of natural healing, Canada NOC 3220 48,010 employed in Canada Unit group 32209, for example homeopaths, reflexologists and Rolfers. Traditional Chinese medicine practitioners and acupuncturists (32200) add 4,795. |
4,690 employed (2021 Census)A |
| Yoga instructors The US SOC puts 'Yoga Instructor' inside 39-9031 Exercise trainers and group fitness instructors. Job Bank files it under NOC 54100. |
No separate count in either countryA |
| Life and business coaches, US and Canada The US SOC title file has no life or business coach title. 'Coach' there means sports coaches. Job Bank files 'life coach' under 42201 Social and community service workers, which is a much larger group. |
No government occupation codeA |
| Coach practitioners, worldwide Estimated from the ICF's own survey. No US or Canada figure was in the executive summary. |
122,974 (2025), of whom 110,492 have active clientsB |
02
Pay
US figures are BLS OEWS medians for May 2025. OEWS leaves out self-employed workers, so it misses a third of massage therapists. Canadian figures are Job Bank's national wages.
| Dietitians, US median Lowest 10%: under $49,090. Highest 10%: over $103,720. |
$76,400 a year ($36.73/hr)A |
| Dietitians, Canada median NOC 3112 53,265 employed in Canada Labour Force Survey, 2023–24. Low C$22.53, high C$50.00. |
C$41.63/hrA |
| Fitness trainers and instructors, US median Lowest 10%: under $28,800. Highest 10%: over $83,100. Many work part-time. |
$47,160 a year ($22.67/hr)A |
| Personal trainers and yoga instructors, Canada median NOC 5410 56,310 employed in Canada Whole of NOC 54100, 2023–24. Low C$15.44, high C$31.00. |
C$19.00/hrA |
| Massage therapists, US median Lowest 10%: under $33,640. Highest 10%: over $100,200. BLS notes that many therapists cannot do massage 8 hours a day, 5 days a week. |
$58,450 a year ($28.10/hr)A |
| Massage therapists, Canada median NOC 3220 48,010 employed in Canada Job Bank shows this as an annual figure because so many are self-employed. The low and median figures are the same. British Columbia's median is C$43,600. |
C$32,867 a year (2021 Census)A |
| Other natural-healing practitioners, Canada median NOC 3220 48,010 employed in Canada High C$76,500 |
C$32,867 a year (2021 Census)A |
| Coaches, average annual coaching revenue (global) Revenue, not take-home pay, from about 11.6 coaching hours a week at an average US$234 an hour. Coaches with 10+ years' experience average $69,721. Millennial coaches average $33,553. |
US$49,283B |
| 'Life coach' wage in Canada NOC 4220 451,370 employed in Canada Job Bank has no coaching-specific wage |
C$26.00/hr, but this is for all social and community service workersA |
03
What you need to practise
This is where the five jobs differ most. Dietitian is a protected title on both sides of the border. Massage therapy is licensed in most US states but in only five Canadian provinces. Personal training and coaching need no licence anywhere. Their certifications are voluntary, though gyms often require one.
| Dietitian, Canada NOC 3112 53,265 employed in Canada Needs a PDEP-accredited degree, supervised practice, and the Canadian Dietetic Registration Exam (all provinces except Quebec). |
Protected title in every province. Registration with the provincial college is required.A |
| 'Nutritionist', Canada Anywhere else, anyone can call themselves a nutritionist |
Protected only in AB, QC, NS and PEIB |
| Example regulator: Ontario Registration must be renewed every year to keep practising |
College of Dietitians of Ontario, with a public registerA |
| Dietitian, US BLS says to check with your state board |
Many states license, some only restrict the title, and a few do not regulateA |
| RD/RDN credential, US Plus a supervised dietetic internship and the national exam |
Graduate degree required for new candidates since 1 January 2024B |
| Massage therapy, US Minimum training is 500 to 1,000 hours depending on the state. California's certification is voluntary and Vermont only registers therapists. Local ordinances may apply where there is no state law. |
Regulated in 47 states plus DC; not regulated statewide in Kansas, Minnesota or WyomingB |
| Massage therapy, Canada NOC 3220 48,010 employed in Canada These are the provinces with regulators in FOMTRAC. Elsewhere the work is unregulated. Training usually takes an 18- to 36-month program. |
Regulated (RMT) in BC, NB, NL, ON and PEIB |
| Example regulator: Ontario Runs certification exams and a public 'Find an RMT' register |
College of Massage Therapists of Ontario (CMTO)A |
| Personal trainer, US BLS says personal trainers usually must be certified before a gym will let them train clients. The entry-level education is a high-school diploma. |
No licence. Certification is usually expected.A |
| Personal trainer, Canada NOC 5410 56,310 employed in Canada |
No licence. Certification is usually required by employers.A |
| CSEP-CPT (Canada) | Needs at least 2 years (60 credits) of post-secondary kinesiology or related studyB |
| ACE, NASM and similar (US) ACE study packages were listed at about US$590–$1,170 when checked, including sale prices |
Private certificates. ACE offers an NCCA-accredited exam.C |
| Life and business coaching ICF's entry credential (ACC) needs 60 hours of coach training, 100 hours of coaching experience and 10 hours of mentor coaching |
Unregulated. The ICF credential is voluntary.B |
| Other natural healing, Canada NOC 3220 48,010 employed in Canada |
Mostly unregulated. Homeopaths must register in Ontario.A |
04
How many work for themselves
The more a job is done one-to-one outside a hospital, the more of its workers are self-employed. Most massage therapists in Canada work for themselves.
| Dietitians, US Hospitals are the largest employer, at 27% |
9% self-employedA |
| Dietitians, Canada NOC 3112 53,265 employed in Canada |
16% self-employed (1,745 of 11,190)A |
| Fitness trainers and instructors, US 55% work in fitness and recreational sports centres |
15% self-employedA |
| Recreation, sport and fitness instructors, Canada NOC 5410 56,310 employed in Canada |
33% self-employed (18,720 of 56,315)A |
| Massage therapists, US Personal care services such as spas employ 33% |
36% self-employed, the largest single groupA |
| Massage therapists, Canada NOC 3220 48,010 employed in Canada |
84% self-employed (32,255 of 38,540)A |
| Other natural healing, Canada NOC 3220 48,010 employed in Canada |
88% self-employed (4,145 of 4,690)A |
| Coaches The ICF survey describes coach practitioners, but the executive summary gives no self-employment share |
No official figureUNVERIFIED |
05
Outlook
These are projections, not forecasts of your own prospects. The US figures are BLS 2025–35 projections and the Canadian figures are ESDC's COPS 2024–2033. All three US occupations are projected to grow much faster than the average.
| Dietitians, US 2025–35 | +8% (+6,700 jobs); about 5,700 openings a yearA |
| Dietitians, Canada 2024–33 NOC 3112 53,265 employed in Canada 6,000 openings against 6,200 job seekers over the decade |
12,300 → 15,200 employed; 'strong risk of shortage'A |
| Fitness trainers and instructors, US 2025–35 The large number of openings mostly comes from people leaving the job |
+7% (+28,500 jobs); about 68,000 openings a yearA |
| Recreation, sport and fitness instructors, Canada 2024–33 NOC 5410 56,310 employed in Canada 51,200 job seekers against 45,300 openings |
149,300 → 177,200; 'balance'A |
| Massage therapists, US 2025–35 The fastest growth of the three |
+15% (+23,700 jobs); about 20,400 openings a yearA |
| Massage therapists, Canada 2024–33 NOC 3220 48,010 employed in Canada |
45,000 → 57,800; 'moderate risk of shortage'A |
| Other natural healing, Canada 2024–33 NOC 3220 48,010 employed in Canada |
4,700 → 5,600; 'balance'A |
| Coaches This is the coaches' own sentiment, not a projection. Global coaching revenue was an estimated US$5.34bn, 17% above the 2023 study. |
No government projection. 59% of surveyed coaches expect their revenue to rise next year.B |
06
Coaching: what the one source says
Because no government counts coaches, the ICF's survey is the only estimate. It was run by PwC, but it is an industry body measuring its own field, and 80% of the responses came from ICF members.
| Survey base Collected 28 Feb to 23 Apr 2025 |
10,035 valid responses; 8,916 were coach practitionersB |
| Hours actually coaching Coaching is mostly part-time work |
11.6 a week on averageB |
| Active clients | 12.4 on averageB |
| Typical fee | US$234 per one-hour session (global average)B |
| What coaches also sell Most coaches earn from other work as well |
Training 60%, consulting 57%, facilitation 55%, mentoring 49%B |
| Main specialty 'Life coaching' is a small part of what the field sells |
Leadership and executive coaching: 54% of coachesB |
| Who coaches | 72% women. Two-thirds hold advanced degrees.B |
?
Looked for and not found
Claims this page would have made if a source could be opened. They are left out rather than guessed.
- US- or Canada-specific coach counts and incomes. Secondary sites quote a 2025 ICF figure of US$71,719 average revenue for US coaches and US$2.89bn North American revenue, but neither figure is in the executive summary I opened, so they are left out.
- The share of coaches who are self-employed. The ICF executive summary does not give it and no government source counts coaches.
- The number of US states that license dietitians. BLS says only 'many states', and the Commission on Dietetic Registration's state-licensure page could not be opened by script.
- Whether British Columbia's massage regulator is still a stand-alone college. FOMTRAC lists a 'College of Massage Therapists of British Columbia', but BC has been merging health colleges. The page lists BC as regulated either way. The 2021 NOC profile lists only NL, ON and BC; NB and PEI were added since.
- NASM's certification requirements and price. Its page did not return usable text, so only ACE is cited as a US example.
- A separate headcount or wage for yoga, Pilates or other wellness instructors. Both countries fold them into general fitness-instructor groups.
§
Sources
- Occupational Outlook Handbook: Dietitians and Nutritionists (2025 data, 2025–35 projections); read via an Internet Archive copy of 2026-09-04 because bls.gov refuses scripted requests — U.S. Bureau of Labor Statistics, 2026-08A
- Occupational Outlook Handbook: Fitness Trainers and Instructors (2025 data, 2025–35 projections); read via an Internet Archive copy — U.S. Bureau of Labor Statistics, 2026-08A
- Occupational Outlook Handbook: Massage Therapists (2025 data, 2025–35 projections); read via an Internet Archive copy of 2026-09-20 — U.S. Bureau of Labor Statistics, 2026-08A
- 2018 SOC Direct Match Title File (searched for coach, yoga, wellness titles); read via an Internet Archive copy — U.S. Bureau of Labor Statistics, 2018A
- Table 98-10-0593-01: Class of worker by occupation unit group (NOC 2021), 2021 Census; Canada, employed persons, queried through the Web Data Service — Statistics Canada, 2022-11A
- Canadian Occupational Projection System (COPS) 2024–2033: summary of job openings, job seekers and labour market conditions by occupation (CSV) — Employment and Social Development Canada, 2024A
- Job Bank wages: Dietitian (NOC 31121), Canada — Job Bank, Employment and Social Development Canada, 2025-11A
- Job Bank wages: Personal trainer (NOC 54100), Canada; Job Bank files 'yoga instructor' under the same unit group — Job Bank, Employment and Social Development Canada, 2025-11A
- Job Bank wages: Massage therapist (NOC 32201), Canada — Job Bank, Employment and Social Development Canada, 2025-11A
- Job Bank wages: Rolfer (NOC 32209 Other practitioners of natural healing), Canada — Job Bank, Employment and Social Development Canada, 2025-11A
- Job Bank wages: Life coach, filed under NOC 42201 Social and community service workers, Canada — Job Bank, Employment and Social Development Canada, 2025-11A
- NOC 2021 unit group 31121 Dietitians and nutritionists: employment requirements — Employment and Social Development Canada, 2021A
- NOC 2021 unit group 32201 Massage therapists: employment requirements — Employment and Social Development Canada, 2021A
- NOC 2021 unit group 54100 Program leaders and instructors in recreation, sport and fitness: employment requirements — Employment and Social Development Canada, 2021A
- NOC 2021 unit group 32209 Other practitioners of natural healing: employment requirements — Employment and Social Development Canada, 2021A
- Is there a difference between a dietitian and a nutritionist? (protected titles by province) — Dietitians of Canada, n.d.B
- College of Dietitians of Ontario: home page and Register of Dietitians — College of Dietitians of Ontario, 2026-09A
- 2024 Graduate Degree Requirement: registration eligibility — Commission on Dietetic Registration, 2024B
- Regulated States: requirements by state (regulatory status, minimum education hours, fees) — Federation of State Massage Therapy Boards, 2026B
- About FOMTRAC (member regulators) — Federation of Massage Therapy Regulatory Authorities of Canada, 2026B
- College of Massage Therapists of Ontario: home page — College of Massage Therapists of Ontario, 2026-09A
- CSEP Certified Personal Trainer (CSEP-CPT): requirements and certification process — Canadian Society for Exercise Physiology, 2026B
- ACE Personal Trainer Certification: study packages and NCCA-accredited exam — American Council on Exercise, 2026-09C
- Associate Certified Coach (ACC): eligibility requirements; read via an Internet Archive copy — International Coaching Federation, 2026B
- 2025 ICF Global Coaching Study: Executive Summary (survey by PwC, 10,035 valid responses; PDF copy hosted by WFPMA) — International Coaching Federation, 2025-09B
- Coaching Industry Continues Global Growth with $5.34 Billion USD Revenue (press release); read via an Internet Archive copy — International Coaching Federation, 2025-09B