Joanne I could not agree more!
Program Design should be seen as your branding.
When the industry becomes cognititive of the effects that branding has, we will create value in our service to the medical community.
In addition to improving our image in the medical community I feel structured programming that requires a specific set of variables to a specific goal helps communicate in an easy way to a potential client what the process will look like to reach their fitness goals.
It no longer matters wether you train with Trainer X or Trainer Y there will be a consistent product delivered. Also, with consistency of exercise selection, intensity, you can problem solve through process of elimination collectively as a training department. Minimizing “ART” will allow for a more control group result leading to indisputable results approach.