Moving “The Mark of a Criminal Record”: Consumer Preferences and Market Opportunities for Personal Trainers with Criminal Records

Sports and physical activities are common behind bars and may be linked to health benefits and positive behavioral changes. As many people with criminal records carry on their training after release and start sport-related small businesses, it is important to examine what may influence potential consumers’ choices. Drawing on existing research on prison sport and recent interest in entrepreneurship among people with criminal records, we administered a novel survey with an embedded conjoint experiment to a national sample of 1,100 U.S. adults in 2025 to determine what factors shape choices for personal trainers and whether factors driving overall preferences—such as trainer credentials and references, mode of instruction (in-person vs. online), session price, and trainer race—operate differently when the trainer is presented as having a prison record. Consistent with prior research on reentry, employment, and prison stigma, respondents preferred trainers with other workout backgrounds (as an after-work gym member, former college athlete, or member of the military) over those who began their training in prison. Respondents also generally preferred Black trainers and training sessions that were less expensive, in-person, and from qualified trainers. However, when assessing trainers with criminal records, the positive effects of in-person classes and cheaper instruction were attenuated. Our results suggest that barriers still remain for formerly incarcerated individuals who would like to work as personal trainers. Prison educational and vocational training should include courses on sports and fitness as well as developing, marketing, and managing small businesses.