I'm thinking more along the lines of a coach or somebody I would purchase programming from but:
Doesn't matter what they look like/wear.
I'd prefer someone with advanced knowledge and some formal academic training. Bonus if they are a DPT or someone who can tell me authoritatively how to fix things or what to look further into if something becomes injured/feeling screwed up.
Personal athletic background doesn't matter, but I would prefer they have a proven record of taking average to good people and turning them into freaks.
They should have a basic grasp of utilizing various training methods (plyos, speed work, track work, aerobic systems training, etc.) to acheive the task at hand.
I would expect to pay somebody with these qualifications $60-$100/hour at least.