本研究旨在建構運動健身教練個人品牌量表，以健身俱樂部教練及學員為研究對象，以滾雪球抽樣進行問卷調查，共計發放100份問卷，有效問卷98份（有效回收率98%）。所得資料經固定屬性關連法與專家效度，以確認教練個人品牌的建構內涵及要素，其結果如下：一、運動健身教練個人品牌應包含能力、標準、風格等三要素。二、能力要素之二內涵為：（一）「自身專業」：健身教練自身所具備之專業知識、能力的程度；（二）「課程指導能力」：即健身教練對學員進行指導時之專業度。三、標準要素之二內涵：（一）「處事原則」：處事的標準與方法；（二）「對待學員態度」：與學員相處時之溝通與關係。四、風格要素之內涵：（一）「人格特質」：健身教練的自身條件；（二）「自我提升」：健身教練為達到教練本質而付出的條件。本研究發現：「自身專業」是健身教練個人品牌最重要的內涵，而外在形象是次要重要內涵，其中以活潑熱情的形象較受學員偏好。因此，本研究建議健身教練應多考取相關證照、跨域學習，並樹立陽光、健康、良好體態的外在形象及活潑熱情的個性，以提升健身教練自我個人品牌之價值。

The purpose of this study is to construct ＂Sport Fitness Trainer Personal Branding Scale＂. The research using snowball sampling as a sampling method, the valid response is 98% and the subject of this study are the member and fitness trainer. All collected data were analyzed by an attribute-anchored conjoint to find out the important factor of personal branding. The results are as follow: 1. Sport fitness trainer personal branding included ability, standard and style three facets. 2. In ＂Ability＂ facet, defined as (1)＂self-professional＂, the degree of professional knowledge and ability; (2)＂course guidance ability＂, the professionalism of the fitness trainer when guiding the students. 3. In ＂Standard＂ facet, defined as (1)＂the principle of doing things＂, the standards and methods of dealing with things; (2)＂the attitude towards the students＂, the communication and relationship with the students. 4. In ＂Style＂ facet, defined as (1)＂personality traits＂, the fitness trainer own conditions; (2)＂self-improvement＂, the conditions that fitness trainers pay to achieve the essence of the coach. Based on the research results, this study found that ＂professionalism＂ is the most important personal branding factor of fitness trainer. Besides that, the study also found that external image is the second important factor, which students prefer a lively and enthusiastic fitness trainer. Therefore, it is recommended that the fitness trainer should obtain more related fitness license and establish the external image of sunshine, healthy and good posture, and positive and enthusiastic personality to improve its personal branding image.