Personal training is a $4 billion industry. Here’s how veterans are cashing in (and you can too) Harm Venhuizen keyboard_arrow_down Although the pandemic has temporarily stopped FitOps from training veterans to become personal trainers, the organization has created opportunities for its graduates by partnering with the accountability platform Verb. (Photo courtesy FitOps) When former Army specialist Matt Hesse founded FitOps in 2016, he saw the organization as a way to give veterans a purpose outside the military. Under its initial design, students would undergo three weeks of intense training and education to become certified veteran fitness operatives equipped with the skills to give back to their communities and earn a living as personal trainers.