canfitpro Official Magazine | Nov/Dec 2022

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3 SURPRISING FACTS ABOUT SATURATED FAT 10 GUIDING PRINCIPLES TO GOAL SETTING THE SNOWBALL EFFECT OF BURNOUT FOR FIT PROS WHAT DOES FITNESS OF THE FUTURE LOOK LIKE? November/December 2022 The Official Magazine TRAINING FASCIAL MOBILITY TO INCREASE STRENGTH
Building Confidence. Together. For more than 90 years, we’ve been a trusted insurance, risk management and consulting partner for businesses, communities and people around the globe. Customizing programs and solutions tailored to your needs. Driving better outcomes for your people and your organization. Helping you build the confidence to handle whatever comes next. Apply online or learn more by visiting: ajg.com/ca/canfitpro © 2022 Arthur J. Gallagher & Co. | Arthur J. Gallagher Canada Limited • General and professional liability, including abuse • Working with children • Fitness equipment protection • Fitness facility protection • In-home studio protection • CPR training coverage We’ve added coverage for “on-line training” for fitness trainers, which given the COVID-19 circumstance is more important than ever. To deal with current challenges, we temporarily eliminated the requirement for 50% of training revenue from “on-line training” so that fitness instructors could continue to work while face-to-face appointments were not possible and fitness facilities were closed.* *This condition will be reinstated once the COVID-19 situation has dissipated. ANNUAL PREMIUM STARTING AS LOW AS $158.00 AJG.com/ca | The Gallagher Way. Since 1927.

NATIONAL HEALTH AND FITNESS DAY RECAP

DIVERSITY

INCLUSION

Fitness of the Future Look

ACCURATE GOAL SETTING FOR BUSINESS SUCCESS

Plan for a more successful year with

of

NUTRITION

Surprising Facts About

Fat

Focus on dietary patterns versus single nutrients

faits surprenants à propos des gras saturés

Attardez-vous à vos habitudes alimentaires plutôt

chacun des aliments individuellement.

MIND BODY

GROUP FITNESS

YOUR VOICE ENTERTAINING?

TRANSFERRABLE SKILLS FROM YOUR YOGA PRACTICE

The things you learn in yoga can take

the

HEALTHY LIVING

Effect of

Organizational devastation and individual burnout

FASCIAL MOBILITY TO

ACTIVE AGING

THE RIGHT QUESTIONS OF YOUR SENIOR CLIENTS

BOOSTING

WE GOT EXERCISE ALL WRONG

OVERCOME BARRIERS

CONTENTS 56 34 62 54 2023:
these five areas
focus
56 3
Saturated
58 Trois
qu’à
60 4
you far beyond
mat
62 The Snowball
Burnout for Fit Pros
64 ASK
Proper interviewing leads the way for positive outcomes INDUSTRY UPDATES 32
An impact felt around the country
&
34 What Does
Like? It starts with our responsibility to effect change and create a fitness culture where everyone is welcome BUSINESS COACHING 36 Create a Ready-to-Buy Social Media Audience Engage staff, current members, and future buyers in a social media community centered around your program to feed sales and objection-less closes
38 IS
Turn up the sizzle on how you engage a room as a performer TRAINING 40 TRAINING
INCREASE STRENGTH Evidence for stretching and its role in increasing muscle strength and hypertrophy 42 MOOD
MOVES How music can add power to our purpose 46 HOW
Rethinking our “all or nothing” approach to exercise and how to make “The Joy Choice” GOAL SETTING 50 10 Guiding Principles For Effective Goal Setting Tips to creating powerful behaviours and great achievements 52 HELP CLIENTS
TO ACHIEVE THEIR GOALS Identifying current stages of change increases the likelihood of acting FITNESS BUSINESS JOURNAL 18 REVOLUTIONIZE YOUR GROUP TRAINING SPACE 20 LOW MAINTENANCE, HIGH IMPACT 22 REIMAGINE. REFUEL. REBUILD. 24 MUSIC MOTIVATES! 26 FROM “JUST DO IT” TO GETTING IT DONE 30 FITNESS CENTRES LEVERAGE DIGITAL DISPLAYS 50 3canfitpro November/December 2022 REGULARS 4 NOTE FROM COO 6 THE WARM-UP 8 TOOLBOX 10 PRO TRAINER SHOWCASE 12 MEMBER SPOTLIGHT 14 PRO-FILE

One of my favorite books, The MIRACLE MORNING –The Not-So-Obvious Secret Guaranteed to Transform Your Life Before 8 AM, confirms that the most extraordinary life you can imagine is available to you no matter what has happened in your past. It is just waiting for you to develop yourself into the person you need to be who easily attracts, creates, and lives that life. The author, Hal Elrod, shares life-changing philosophies on the importance of continuous personal development. I hope that this editorial, along with the knowledge shared by the inspiring contributors to this issue, will inspire you to increase your level of personal development starting right now!

So, as we MO’ve into 2023, I invite you to stop making excuses for why you cannot or wishing for your life to become better. Instead, start focusing on making yourself better. MO’ving from where you are now to the other side of the ‘Grand Canyon’ of your potential requires you to take daily, consistent action. You must create a sense of urgency and defy the default human nature towards a ‘someday’ mindset and think that now matters more than any other time in your life. What you do today determines who you are becoming, and who you are becoming will always determine the direction and level of success you experience.

Success is not only a seven-syllable word, it is a roadmap: S- See your goals. UUnderstand the obstacles. C- Clear your mind of doubt. C- Create a positive mental picture. E- Embrace the challenge. S- Stay on track. S- Show the world you can do it.

Approximately 95 percent of society settles for far less than they want in life; wishing they had more, living with regret, and never understanding that they could be, do, and have all that they desire in life. What can you do to ensure that you and those within your circle of influence are in the other top five percent? In my last editorial, I invited you to reflect on your experiences of 2022, become MO’re curious through self-reflection, and consider what is next for you. What is next for you is whatever you want it to be. There is no limit to how many people can receive a golden ticket to the five percent club.

Enjoy the journey my friends and I hope to see you soon!

November/December, 2022

Chief Operating Officer

Maureen Hagan

mohagan@canfitpro.com

Director of Operations

Michael O’Neil moneil@canfitpro.com

Director of Business Growth Robert Robinson rrobinson@canfitpro.com

Managing Editor

Erin Andersen

eandersen@canfitpro.com

Graphic Designer

Imran Mahmood, imahmood@canfitpro.com Doris Li, dli@canfitpro.com

Marketing & Communications Manager

Manhail Sami, msami@canfitpro.com

Events Experience Manager

Jennifer Pitt, jpitt@canfitpro.com

Senior Account Manager, B2B Sales Bill Loker, bloker@canfitpro.com

Member Experience Manager

Fatima Sunga, fsunga@canfitpro.com

Fitness Advisory Panel

Leslee Bender

Carl Carter

Deidre Douglas, EdD Stephanie Dupuis

Suaad Ghadban

Daniela Goode

Alisa Herriman Sara Hodson

Nathalie Lacombe Sheldon McBee

Lorne Opler Simone Samuels

Vyshnavi Sivakumaran Jeff Tiessen

To Subscribe

canfitpro Magazine is published six times per year by Canadian Fitness Professionals Inc. New Professional Memberships with canfitpro are $120 per year (plus GST/HST) and renewals are $98 per year (plus GST/HST) and include a subscription to the magazine. For more information, please contact Member Services at ext. 301.

Feedback or to contribute to canfitpro Magazine please contact: canfitpro Magazine 110-225 Select Ave. Toronto, ON M1X 0B5 416-493-3515 Toll Free 1-800-667-5622 Fax (416) 493-1756 magazine@canfitpro.com Contact info@canfitpro.com for questions regarding membership, conferences, and Canadian fitness resources.

canfitpro is a division of Canadian Fitness Professionals Inc. Canada Post Canadian Publications Mail Sales Product Agreement No. 40783518 - Return Postage Guaranteed

Note from the COO
Photo Credit: Dawn Bowman
Exercise S.U.C.C.E.S.S. in 2023 canfitpro November/December 20224

Result:

From

Janelle Ulrich Prairie Fit Fitness Regina,

had

Steven

Toronto,

Steven

10 new clients and grew from

in revenue

NPE provides systems, tools, and coaching to grow fit pros into 6-figure business owners. And studio/gym owners into 7-figure business leaders.

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Recognized As: 8x Featured UK AWARDS WINNER BUSINESS Free Gift for canfitpro Members Your 5-Step Plan to Build a Successful Fitness Career Earning $10K+ per Month Access The Free On-Deman Training Today FREE ON-DEMAND TRAINING www.NPEFitness.com/cfp Scanme How to create a straight line path to achieve your goals How to finally charge what you’re worth How to convert 80% of your consults into new clients How to execute marketing systems that generate 3-5 high-quality leads a day 45,000 Fitness Businesses Ser ved. Will You Be Next? Overwhelmed with Your Fit Pro Career? Get Your Roadmap to 6-Figures Learn the proven secrets and skills to grow your client base and income to $10K+/mo Download this FREE on-demand training at
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‘Last Hope’ to Taking Her Fitness Side Gig from $1,000 to $6,500 a Month in Just 6 Weeks
Sask Janelle
2 clients and $1,000 a month in revenues didn’t know how to move forward. She was ready to quit. With NPE, she’s excited to have 9 clients and $6,500 a month.

canfitpro is proud of our staff and their commitment to helping you, our valued members, be successful. Our staff come from diverse and varied backgrounds and bring a wealth of knowledge, expertise and experience to their roles.

country on the southeastern coast of the Arabian Peninsula. I was raised in Oman.

What is your favourite food?

Thai food, seafood, and anything chocolate are my absolute favs!

What is your favourite holiday?

My favorite holiday is Christmas and New Years. My birthday is around the same time and to me it’s the most festive and magical time to spend with family and friends. I love reflecting on the year and setting intentions for the next year with renewed optimism and hope.

What is one interesting fact you can share about yourself?

I was a restaurant owner! My friends and I started, and ran, a cafe and bar many years ago in India. It was a dream we had for a long time and the restaurant is still running today!

How long have you been working at canfitpro?

I joined the canfitpro family in March 2021! It’s been over 1.5 years and I’m loving every minute of this journey!

What is your role and what do you do for canfitpro?

business and we are proud of the amazing team we have built so far! canfitpro’s purpose and vision to educate fitness professionals and inspire a healthy lifestyle really resonates with me and gives me purpose.

Which canfitpro core value most resonates with you?

Curiosity & Caring Community are the two core values that resonate with me the most. I believe it’s extremely important for people to learn and have a growth mindset to understand themselves and the world around them and live their best lives. To me, serving and caring about the people and the community we work with every day is what gets me up in the morning and excited for work.

What is your favourite form of exercise or physical activity?

Taking hikes and exploring new trails in the summer, dance, and yoga.

Are you a Fitness Professional?

I am a certified yoga instructor.

What is your two-word WHY statement? Inclusion and Compassion.

Nickname: Moo

Country of birth: India

Cultural background: Indian. I was born in India and when I was five, my family migrated to Oman, a beautiful

I am the People and Culture Manager at canfitpro. I am extremely passionate about building a team and culture that is based on teamwork, mutual respect, transparency, and compassion.

Why is what you do with canfitpro important to you?

I believe deeply in the symbiotic relationship between caring for the business and caring for the people. canfitpro is a people driven

What is your Super-Power? Empathy and kindness.

What do you want to be remembered for?

I want to be remembered for my kindness, compassion, and passion for helping others and making them feel welcome, accepted, seen, and heard.

Name Amritha Shrikumar
THE WARM-UP canfitpro November/December 20226

New Releases!

Connect with us on Facebook to be the first to know about our upcoming holiday promotions and giveaways.

We will be featuring some of our biggest sales of the year!

Take an inside look at how the body performs during exercise with Frédéric Delavier’s signature art.

Total Body Beautiful explores the changes that women experience during their lives and offers research-backed advice on improving strength, mobility, and fitness.

Learn the physiological basis for yoga’s effects on the body and mind.

Develop a body that can withstand the rigorous pressures of competitive sport and physical activity!

@HumanKineticsCanada
Canada.HumanKinetics.com@HumanKineticsCanada info@hkcanada.com 1-800-465-7301

TOOLBOX

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Base

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• Get clear on your goals, mission, and mindset so you can create a straight line path to achieve your goals.

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• The proven 7-step sales system that converts 80% of your consults into new clients.

• How to generate 3-5 high-quality leads a day who are ready and willing to pay you what you’re worth.

canfitpro November/December 20228 canfitpro
Lead the next fitness revolution and teach classes from anywhere! Getting your STRONG Nation® teaching license is just the beginning of your instructor journey. We’ve got you covered with support and learning tools that are unparalleled in the group fitness arena. You’ll not only be prepared to teach but to pack your classes and thrive as a successful instructor. 70% off a STRONG Nation® Training using code TSSTRONG70. Register here: https://strong.zumba.com/en-US/ training?cat=Training+Search&location_ search=canada
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9canfitpro November/December 2022 Do Something You Love - Become A Zumba® Instructor! Zumba® instructors love what they do and have the opportunity to change lives - starting with their own. 70% off Zumba® Basic 1 Training using code TSZUMBA70. Register here: zumba.com/en-US/ training?cat=Training+Search&location_ search=Canada Over two million people have turned to Strength Training Anatomy for an inside look at how the body performs during exercise. Now with new exercises, stretches, and exercise variations, and with more of Frédéric Delavier’s signature art, the fourth edition of this classic work sets the standard by which all other strength training resources are judged. No other resource combines the visual detail of top anatomy texts with expert strength training advice. Over 700 anatomical illustrations depict 231 exercises and variations to reveal the primary muscles involved as well as all the relevant surrounding structures, including bones, ligaments, tendons, and connective tissue. canada.humankinetics.com/ products/strength-traininganatomy-4th-edition?rfsn=1304914. d5ce50&_pos=7&_ sid=e5302b5fe&_ ss=r&variant=39689896165463 JungshinF itness.com/Retreats To register and to learn more, please visit:

canfitpro TRX PRO TRAINERS

Meet the team ready to certify you!

Heidi Morel Edmonton, AB

Courses Taught: TRX, PTS, CPR

Why did you become a canfitpro TRX PRO TRAINER?

I grew up dancing and I see a lot of artistry in the quality of movement developed by TRX. I have used it with a wide variety of my own clients for many years and I love its versatility.

What excites you the most about the TRX suspension trainer course? Igniting passion in others to take their coaching to the next level with this training modality and walking away from the course with a new encyclopedia of movement knowledge is extremely exciting.

heidipts@telus.net

Gareth Nock Stouffville, ON

Courses Taught: TRX

Why did you become a canfitpro TRX PRO TRAINER?

I want to share my passion for movement and the suspension trainer. Connecting and educating other fitness professionals makes the industry better!

What excites you the most about the TRX suspension trainer course? What excites me the most about the TRX course is the content. It helps people understand how to use the suspension trainer effectively. The skills you learn in this course cross over to other types of training.

PRO TRAINER SHOWCASE
thenockacademy.com IG: @thenockacademy canfitpro November/December 202210

Courses Taught: TRX, PTS, CPR

Why did you become a canfitpro TRX PRO TRAINER?

I have been using TRX since I took their first course in 2011, and I love education. I look forward to helping teach others how to get the most out of using TRX.

What excites you the most about the TRX suspension trainer course?

Such an amazing exercise tool: Strength, Balance, Co-ordination, Endurance, Mobility, Flexibility and “All Core All the Time”. It is portable and gives you so many options for any level of exerciser.

Jessie Thomas Milton, ON Courses Taught: TRX

Why did you become a canfitpro TRX PRO TRAINER?

Simply because I have a huge love for both canfitpro and TRX. What I have learned from them over the last 15 years has helped me help hundreds of people.

What excites you the most about the TRX suspension trainer course?

The fact that it just helps you be a better fitness pro, even outside of the TRX Suspension Trainer. The skills translate into so many other avenues of teaching. It is an amazing value.

Austin Downes Vaudreuil, QB Courses Taught: TRX, PTS

Why did you become a canfitpro TRX PRO TRAINER?

Having used the TRX Suspension Trainer for myself and with clients for more than a decade, I know how great a tool it is!

What excites you the most about the TRX suspension trainer course?

I am excited about this course because it ties into my “why” above - it will help you train and coach all levels of fitness, helping you and your clients move better.

Essam Toson Richmond Hill, ON Courses Taught: TRX, PTS

Why did you become a canfitpro TRX PRO TRAINER?

Since I took my first certification 10 years ago, I have found the TRX suspension trainer an especially useful apparatus. I can use it for all diverse types of fitness levels, from a pro athlete to weekend warrior and seniors.

What excites you the most about the TRX suspension trainer course?

I would like to expand my continuing education journey in fitness. I want to educate and create an elevated level of coaches/trainers who are helping the public to be the best version of themselves.

bodymechanix.ca IG: @glen_bodymechanix farmgirlfitness.ca IG: @farmgirlfitness.ca FB: @farmgirlfitnessbyjessie info@farmgirlfitness.ca canfitproprotrainer@outlook.com IG: @pro.fitessam FB: Essam M Toson 11canfitpro November/December 2022
Meet Simone Samuels, finalist for canfitpro Fitness Instructor Specialist of the Year 2022 CURATING A SAFE SPACE FOR MARGINALIZED BODIES MEMBER SPOTLIGHT canfitpro November/December 202212

Tell us about your fitness career journey.

I entered the fitness industry because 1) I wanted to get fit 2) I was looking for some extra cash and 3) I was suffering from depression and needed something to do with myself. I also had a bone to pick and a point to prove - I wanted to show that fitness could look like me.

I was in law school in Montreal and bored out of my mind and was looking for fun things to do in my downtime. I stumbled upon a Zumba class and the rest is history. From the comments from other people in my class and doing a life inventory and recognizing that I already possessed gifts in teaching, I decided to try to become a Zumba instructor.

I was the largest instructor in my B1 instructor training, but I was so proud of myself for pushing through the self-doubt and becoming licensed.

It all snowballed from there. I could not find Zumba instructor positions, so I got my Aqua Zumba license and began teaching. But then I also needed a nationally recognized certification, so I obtained my canfitpro FIS (Fitness Instructor Specialist). I realized that it would be helpful to have a foundation in aqua fitness, so I got my aqua fitness certification with the Canadian Aqua Fitness Leadership Alliance. And then I realized that a lot of people in my aqua fitness classes would benefit from oneon-one attention in the pool, using aqua fitness as cross-training, and so I obtained my canfitpro PTS (Personal Training Specialist). Then I noticed that having STRONG Nation as a license was popular to teach in the Caribbean. And then, and then, and then… the deeper I got into this, the more certifications and licenses I racked up. I won Instructor of the Year for Movati Trainyards in my first year of teaching and I have been so humbled by the compliments and comments I have received over the past six years.

I made the transition from avid exerciser to instructor and personal trainer because I wanted to see fitness done differently. I wanted to create a non-judgmental space and a community of people who felt welcomed and cared for no matter where they were on their fitness journey. I wanted to curate a safe space

where weight loss was not necessarily the goal, where we would bask in the joy of movement and where I - with my unconventionally fit body - could show people, as a case in point, that fitness comes in a variety of sizes, shapes, and colours.

Not only have I inspired healthy living through fitness education, but I have also inspired greater self-esteem and confidence amongst my participants.

Where would you like your career path to take you?

I would love to be able to do consulting in the diversity, equity and inclusion space and get into life coaching to complement my fitness practice. I truly am a believer that rest is resistance, and as a descendant of enslaved people in Jamaica, I feel that my ancestors have done enough work for me and everyone else in my lineage. So, I want to create a career, whatever form it takes, predicated on health, rest, and wellness – one that allows for ease, flexibility, and freedom. I do not have a dream job because I do not dream of labour.

What types of transformations have you made because of COVID and how has it changed you as a fitness professional?

I was always keen to do online personal training because I had a dream of training people while lying on a beach somewhere. The pandemic certainly lit a fire under my bum and pushed me to take online training more seriously. I have had to switch to teaching and training online and it has reinforced the need for fitness professionals to be nimble and versatile.

As a fit pro, one is always learning, and not just in terms of continuing education, even if that means having to figure out how to set up one’s music on Zoom. But in many ways, switching to online formats made fitness more accessible. My clients are often large people, queer people, and non-binary people – people who find gyms to be intimidating spaces. A lot of the people I teach, or train, are people who would never feel comfortable in a gym (at least not yet!) or a gym is not close by, let alone a body-positive, weight-neutral fitness professional. So, the pandemic, in a strange way, extended access to fitness to those in marginalized bodies.

Just as the corporate world is talking about what a hybrid workplace looks like for its employees, in the fitness industry, and certainly in my fitness practice, I have realized that a hybridized model actually works best.

What is the best piece of advice you have ever received?

“Be yourself; everyone else is already taken.”

“What if joy was my metric of success?”

Now that you have reached this point in your career, what piece of advice would you give your younger self?

People do not see you the way you see yourself. I saw myself as big and awkward, but the gyms that hired me did not, much to my surprise. I almost let my self-perception get in the way of becoming who the world needs me to be. We truly are our own harshest critics, but I have compassion for myself given that I live in a marginalized body in a fatphobic, white supremacist world, and I have an unconventional body in an industry that has not always been kind to larger individuals.

Why did you decide to nominate yourself for the Fitness Professional of the Year Award?

Like becoming a fitness instructor and personal trainer, I realized that I can just sit around and wait for change to happen or wait to be invited, especially when your marginalization makes you invisible. I decided to nominate myself because I believe in myself, I am deserving, and I am doing work that is worthy of recognition. More importantly, the work that I (and others) am doing in the inclusive fitness space needs to be highlighted and amplified so that lone fitness professionals do not feel alone, but also to signal that the times are a-changin’. It is an opportunity to buck the harmful trend of portraying fitness as only for white, ablebodied, thin, muscular people.

simonesamuels.ca IG: @simonesamuels Twitter: @SimoneMSamuels simonesamuels73@gmail.com 13canfitpro November/December 2022

DELEGATES’ CHOICE 2022 CANADIAN PRESENTER AWARD: NATHALIE LACOMBE

Please describe what it is that you do within the fitness industry and how long you have been active in this role?

I am the coach and cupid of the fitness industry! Making connections between fitness leaders, employers, suppliers, and educators has always been a key part of my career, but this “matchmaking” now best describes my work; building positive relationships towards thriving careers.

What do you love about what you do?

I LOVE MY JOB! Supporting the careers and businesses of phenomenal fitness pros and seeing them make a good living out of improving the health and fitness of their communities; it does not get any better than that!

What is the biggest mistake you have made and how have you learned from it?

Staying too long in a job at which I was still particularly good, but no longer challenged me to be great. It has happened with classes that I taught and positions that I held. I got comfortable and coasted because the money was good and job security was nice. I learned that I need to push myself towards professional “growth spurts” quite regularly to truly feel fulfilled; if I am no longer thriving it is time to reflect and challenge myself.

What types of transformations have you made because of COVID and how has it changed you as a fitness professional?

I had set up my business as an entrepreneur in 2019 after decades as an executive in the fitness industry so the uncertainty was not as painful as it was for others. I became more determined than ever to provide fitness and wellness services for my communities and help my peers in the industry do the same.

I quickly moved to offer virtual classes, personal training, yoga, and meditation and delivered oodles of content so that my fellow fitness pros could do the same.

As VP of the Fitness Industry Council of Canada, I developed PR and government lobbying skills to help club owners and operators collaborate towards a better relationship with decision makers and the public.

I now dedicate myself to helping our entire industry thrive by supporting the physical, mental, social, and immune health of our population.

What do you believe sets certain fitness professionals apart from the rest?

The fitness professionals who enjoy lasting careers have clarity on their

brand and niche, confidence in their value, an open mind towards trends, and a determination to stay relevant and impactful with their clients and participants.

What advice can you share with other fitness professionals, those new to the field and veterans of the industry, to be successful?

We know we are a key solution in preventative health care, and we know that we are essential to the wellbeing of our clients and communities. To help health officials and decision makers see that, we need to speak less about the bodies we sculpt and speak so much more about the lives we save.

What does this award represent to you?

I am bursting with gratitude! Being awarded by my peers, colleagues, and mentors feels incredibly rewarding. It confirms that my efforts made towards long thriving careers for fitness professionals matter, and that our industry will continue to become even more valued.

nathalielacombe.com

IG: @NathalieLacombeCoaching nathalie@nathalielacombe.com

PRO-FILE
Photo Credit: Dawn Bowman
canfitpro November/December 202214
• Personal Training Specialist • Fitness Instructor Specialist • Healthy Eating & Weight Loss Coach canfitpro.com/get-certified CERTIFIED FITNESS PROFESSIONALS NEEDED REGISTER NOW
Register Now at canfitpro.com/continuing-education CEC online courses and quizzes Upgrade your knowledge and maintain your certification.
18 REVOLUTIONIZE YOUR GROUP TRAINING SPACE 20 LOW MAINTENANCE, HIGH IMPACT 22 REIMAGINE. REFUEL. REBUILD. 24 MUSIC MOTIVATES! 26 FROM “JUST DO IT” TO GETTING IT DONE 30 FITNESS CENTRES LEVERAGE DIGITAL DISPLAYS
THE THROWDOWN FXD BENCH WILL GIVE YOUR GROUP TRAINING SPACE AND MEMBERS NEW OPPORTUNITIES Revolutionize Your Group Training Space canfitpro November/December 202218

Aided by a growing member desire for multiple training modalities, group fitness is seeing a resurgence and facilities are investing in their offerings to create boutique-like settings within their fitness centers for new revenue opportunities and recruitment to keep members coming back.

Looking to elevate your group training space? Let us introduce to you the Throwdown FXD Bench. Designed with group training in mind, this multifunctional bench allows for efficient use with both live or virtual on-screen instructors and has everything needed

to work every muscle group in the body. The compact, versatile, and mobile design makes it an ideal addition to your group training space.

“The Throwdown FXD Bench is an ideal group training product that is needed in every facility,” says David Parkinson, Director of Products for Throwdown and HIIT at Core Health & Fitness. “The integrated accessory storage creates a single workout station with a wide variety of exercise options. Plus, its compact selfcontained size keeps your facility clean and organized.”

Functionality and Efficiency

The patent-pending dual articulating bench provides an easy transition from horizontal to seated incline to full incline, and every position in between. With plenty of storage space for fitness accessories, the bench includes kettlebells, dumbbells, and a slam ball (weights available in both pound and kilogram kits), plus six variable resistance bands with numerous attachment points to allow resistance from almost any direction.

The FXD Bench base is designed to minimize risk and maximize work. Resistance rails create a variety of training options by providing a multitude of anchor points across bench edges and the large storage compartment can stow anything from personal items to additional training accessories.

Made for Any Athlete

The Throwdown FXD Bench provides limitless training options for any age and fitness level. Pair with programming to train core, balance, reactive, resistance or cardio for a total body workout. The layout of the bench and modular attachment points facilitate quick transitions between exercises to perfectly pair with your functional training and/or high intensity interval training programming.

“The patent-pending, dual-articulating feature of the back pad ensures members will always be facing the

instructor regardless of the exercise they are doing, whether it be push or pull related,” says Parkinson. “With the flick of a lever, the drop-down caster wheel allows the bench to easily be moved enabling you to effortlessly transform your space, creating multiple programming possibilities.”

Commercial Quality for your Space

The FXD Bench provides a self-contained platform for a total body workout in a small footprint. The solid construction is rugged enough for step ups and box jumps and features a jack leaver to easily engage the wheels and move the bench effortlessly throughout your group fitness space.

“The FXD Bench is a very versatile tool for private training gyms and athletic training centers that need a variety of equipment and functional training for their clients, while basically creating an entire workout station in one spot,” says Jason Schneider, Core Health & Fitness Master Instructor. “This is especially relevant in times of personal space restrictions, where facilities are required to limit the amount of equipment that is shared, and members are safely spaced.”

Pair with cardio, HIIT, strength and/ or indoor cycling equipment to take your facility’s circuit training workout to the next level. With the Throwdown FXD Bench, your members will never experience a dull workout again.

Learn more about the Throwdown FXD Bench and how we can help you elevate your group training space

– hubs.ly/Q01bp1g20

At Core, we bring innovative health and fitness solutions to the global market. We press into the future of fitness to ensure the creation of quality products and programing that meet the needs of an ever-evolving industry.

corehandf.com

19canfitpro November/December 2022
The new Precor Stairclimber puts both exercisers and operators first Low Maintenance, High Impact canfitpro November/December 202220

At Precor, now part of Peloton Commercial, an extensive design and engineering process puts people first— owners, operators, and end-users alike— producing easy-to-manage equipment that empowers exercisers. The new Precor StairClimber is case in point. Read on to learn what sets it apart, from a Dynamic Step Control™ feature, safetyenhancing step-on-and-off platforms, a Lost Item Slide, and more.

Maximize your members’ workouts while minimizing your maintenance costs. The all-new Precor StairClimber’s rigorous design and development process results in less equipment downtime and a higher ROI, ensuring your exercisers can focus on fitness while you focus on other priorities. By the numbers, the Precor StairClimber withstood over 30 tests— that is over 10,000 hours in Precor’s Washington State lab as well as field environments spanning fitness clubs and YMCAs—well beyond industry standards.

A human-centric design approach means sweating every detail to build products that are intuitive to use, easy to maintain, and deliver a low cost of ownership.

With panels that can be removed in less than 60 seconds and zero fasteners, no screws or tools are needed to get under the hood, you save time and resources. Plus, it is endurance tested for 10M+ steps with a step chain that boasts a 43

percent higher dynamic strength than the competition. This heavy-duty, 428 O-ring motorcycle step chain makes the StairClimber virtually maintenance-free*.

How else does the new Precor Stairclimber stay a step ahead? Ask yourself: How many times have you had to retrieve an exerciser’s dropped item—cell phone, car keys, EarPods, and more—from your existing step mills? How many people are involved, and how long does it take?

Make lost-and-found searches a thing of the past. Thanks to a Lost Item Slide feature, dropped personal items find their way back to your members seamlessly without you or your staff having to call for help, which can take up to an hour on competitor models. Yet again, decreased downtime means fewer interruptions for you and your exercisers.

It is details like this that make all the difference. As added insurance, an integrated Active Status Light helps to alert your staff of the operating condition at a glance, similar to other newer Precor ellipticals and treadmills. The result? A streamlined cardio floor that helps save you time and energy.

With reliability and ease of ownership covered, what is in it for your exercisers? In short, so much! Their cardio

workout just got more accessible and empowering. They will enjoy a thoughtfully designed step-on, step-off platform and also appreciate the largest step surface area out there at 28” cm deep x 52.8 cm wide (11” deep x 20.8” wide), so even those with a size 14 shoe can exercise with safety and ease. Also, a patented Dynamic Step Control™ serves up consistent step rates for exercisers of all fitness levels and workout speeds.

Ready to step up your commercial fitness space? To learn more, connect with your local Peloton Commercial account manager or your local Precor authorized sales representative.

Behind the Brand

Peloton Commercial spans a product portfolio from Peloton, the world’s leading interactive fitness platform, and Precor, a trusted name in commercial fitness for over 40 years. Together, Peloton Commercial brings a history of innovation, engineering excellence, and unparalleled consumer insight to the commercial fitness space. Put the power of Peloton and Precor to work for you by bringing the most sought-after fitness experience to your exercisers.

*Annual inspection recommended. Clean/ lubricate if needed.

To learn more visit https://commercial.onepeloton.ca/ cardio/stair-climber or scan the QR code.

Our mission is to use technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime. Peloton Commercial delivers a winning product portfolio that includes the best of Peloton connected fitness, Precor cardio and strength equipment to create world-class commercial experiences that delight exercisers of every level. With topranked teams driving sales, service, customer support, and experience design, a partnership with Peloton Commercial can help you win. Visit commercial.onepeloton.ca for more.

21canfitpro November/December 2022

REIMAGINE. REFUEL. REBUILD.

PROGRAM

STUDIO OWNERS

From countless closures to controlled capacity, the fitness industry was one of the hardest hit by the COVID-19 pandemic. According to IHRSA, the Global Health & Fitness Association, 30 percent of studios in North America

closed as of January 1st, 2022. On top of that, fitness businesses in Canada reported a combined decrease of 23.1 percent in their operating revenues during the pandemic.

While some businesses seem to have bounced back quickly, others are clamoring to reach pre-pandemic levels. In the fitness industry, consumers demonstrate that they want to prioritize physical and mental health, yet

A GRANT
FOR FITNESS
canfitpro November/December 202222

simultaneously struggle to find the resources and comfort level to return to in-studio classes and workouts.

In the face of all of this, studio owners and managers have been courageous, resourceful, determined, and generous.

Every day, we are inspired by the courage and determination of our resilient community in the face of adversity. Together, we have overcome many challenges, but growth is on the horizon with the global fitness industry expected to grow to $190.56 billion in 2022 and reach $434.74 billion by 2028.

#StandwithStudios is a way for WellnessLiving to give back and acknowledge the exceptional efforts of the people in the studio sphere.

When We Stand Together, Anything is Possible

WellnessLiving’s #StandwithStudios Grant Program was created to support boutique fitness businesses with the resources they need to take their business to the next level and continue to positively impact their communities.

With the support of our valued brand partners and business coaches, a total of 16 studios will be selected and will receive up to $10,000 in grants, marketing support, software, and business education.

Over the past two months, we have received hundreds of applications for our #StandwithStudios Grant Program. We have heard many inspiring stories, showing us what community truly means to you and your business.

Last month, we announced our first round of grant winners—Shauna Jurczak of Maples Academy of Dance in Winnipeg, Manitoba and Stacie Ellis Boss of Studio B.O.S.S. in White House, Tennessee.

The post-pandemic world has given rise to what may be the most competitive and collaborative atmosphere we have ever seen in the fitness industry. WellnessLiving is conscious of this critical moment in wellness evolution when we must lift up the entrepreneurs, owners, teachers, and studios that are taking care of our communities.

Have You Applied?

Are you a studio owner? This is your chance to gain access to over $150,000 in grants, marketing support, software, and business education to help drive your business forward.

Wellnessliving’s #StandwithStudios application portal is still open. The next round of grant winners will be announced on November 24th, 2022, and the last day to submit your 2022 application is December 15th, 2022.

How do you apply?

• Visit StandwithStudios.com

• Check for Grant Program Eligibility

• Click the “APPLY NOW” button and complete your application.

• Follow us on Instagram @wellnesslivingsoftware for contest updates

How else is WellnessLiving supporting fitness business owners? Take the WellnessLiving Challenge and discover how WellnessLiving’s all-in-one studio management software can help you attract, convert, and retain more clients.

“Our community, and the roles that we play is more than just movement or creativity or a class once a week. It’s a passion, and we get to live it every day.”

“I tell people you come to work out. You come to see a change in your life. You stay because of the people and the results. But mainly because of the people.”

We will even give you a $75 Amazon gift card for attending a demo – no purchase necessary.

Eighty-three percent of studio owners make the switch after taking our challenge. Are you next?

Len Fridman is the CEO and co-founder of WellnessLiving— an all-in-one business management platform trusted by over 15 million users and thousands of entrepreneurs. Len shares tools and resources to empower fitness business owners to attract, convert, and retain more clients.

Shauna Jurczak of Maples Academy of Dance
Stacie Ellis Boss of Studio B.O.S.S.
23canfitpro November/December 2022
USING MUSIC STRATEGICALLY CAN KEEP YOUR MEMBERS MOTIVATED Music motivates!
canfitpro November/December 202224

Walk through any fitness club and you are probably surrounded by music. This is not random or accidental. In fact, most gym owners know music creates an energizing atmosphere in their business.

Music plays a significant role in maintaining the high-energy, motivational spirit of exercise classes, and can inspire your clients to get the most out of their workout.

Research from the Music Drives Fitness study indicates that music is far more important than we previously believed when it comes to physical health, well-being, and the customer’s overall experience.

Some noteworthy highlights from the Music Drives Fitness research include:

Don’t stop the music!

Sixty percent of respondents prefer continuous music with no talking or commercial interruptions when they work out, suggesting that gyms should offer curated playlists to keep things up-tempo and motivating for members.

Playlists are priceless with Millennials. Music directly impacts how customers view their gym. One-third of Millennials surveyed believe gyms with well-curated workout playlists are high quality, while one in four consider the gym “trendy” or “cool.”

Music pushes us to the finish line.

More than three-quarters (77 percent) of Canadians said that when they hear music they like in an exercise class, they are likely to enjoy the class more.

Eight out of 10 women agree that music pushes them to finish a difficult exercise class at the gym.

Here are three easy ways to evaluate your gym’s music use:

1. Make sure the music you are playing reflects your gym’s brand, as well as the needs and expectations of your members and clients.

Is the music in the space creating a high-energy, motivational setting? Does the overall vibe of the music fit the products and classes you are offering, or the ambiance you are trying to create? Do you use goodquality sound equipment? Have you

considered turning up the volume so that members can feel the beat more?

2. Spend time and effort developing unique, curated playlists to create a fresh, high-energy mood that motivates your members.

Are you switching up your playlist often enough to keep things current throughout the day, week, and month? Have you considered hiring an in-house music curator to develop and maintain the music experience in your gym?

3. Ask your staff for input and be open to their feedback.

Have you asked your staff what they would like to hear? They will have valuable insight and they can gather and share feedback from your members and their clients that can help shape your gym’s ambiance and enhance their experience.

Music and exercise are a natural fit.

Using music is smart business for fitness clubs and instructors and the research proves it directly impacts their customers’ personal fitness experiences. With so many people confirming music is important to their exercise routine and essential to keeping them motivated, gym owners would be wise to use music strategically. Consider the music you are playing because it can make an enormous difference, and people who exercise want to hear more of it to stay motivated.

collectives RE:SOUND and SOCAN to ensure music creators and publishers are compensated for the use of their music in public through simplified licensing. Music license payments are returned to music creators and publishers in the form of royalties, ensuring more music can be created. Visit entandemlicensing.com to learn more.

Amadou Tall is Director of Entandem, a new company jointly owned by well-established copyright-
25canfitpro November/December 2022

From “Just Do It” to Getting It Done

A guide to developing a tool kit to leverage the communication channels to grow your brand and business

canfitpro November/December 202226

Section 1: Crafting Your Brand Messaging

How are you different?

Can people easily distinguish between you and your competitors? Even if your product or service is not exactly unique, you must work diligently to identify the characteristics of your offering that make your brand, if not unique, at least different from others in ways that matter to customers. This is the foundation on which they will form opinions and make decisions.

Consider for instance, how your customers shop, how you present yourself, the suite of services you offer, the convenience you provide, the value you add at every turn, the nature and quality of the experience you deliver, even the flexibility of your pricing and membership packages.

Finding a differentiating factor in a crowded market is never easy. In this case, aim to be just a little bit different — but different enough that people will notice. Your ability to see things from their perspective will help you hone in on what you can do to stand out. It will also go a long way in helping to craft messages that will be relevant to them and that will authentically speak to their needs and expectations.

In summary, to differentiate yourself from the competition, you must be able to express what your company does best by focusing on a variety of factors, such as:

• your pricing model

• flexible membership/subscription structure

• your location

• your reputation in the sector

• a unique or proprietary program, training methodology, technology, or convenience

• how you customize and personalize your services

• any other factor that influences customers’ purchasing decisions and increases their likelihood of signing up with you

Do you have a story to tell?

Being able to connect to one’s story is one approach that appeals to people. If you come from a particular background, have an interesting backstory, or had to overcome significant obstacles, this can be great fodder for a compelling brand story. People often relate to and empathise with the brand through the person behind it.

Your story, if authentic, can humanise your brand by defining its personality and help build relationships with customers. You can distill your message into concise and

memorable statements that help people form an emotional connection with your brand.

With these two things in place, communicating with your audience will become easier.

Section 2: Think “Marketing Channels”

A marketing channel is a platform or medium that helps you reach your target audience. Ideal channels are the ones your audience uses most, or where it spends most of its time. There are four main types of marketing channels: Paid, free, digital, and traditional. Others you may be familiar with, like social media and digital advertising, fall under these categories. Here are some examples of popular marketing channels that may be most appropriate for you:

Traditional Marketing –defined as any marketing that is not online. Direct mail (flyers, brochures) broadcast (radio and television), print (newspaper advertising), and outdoor (billboards, transit, bus shelter ads) are examples of traditional channels.

Website and Blog – Your website is not just a tool; it is a channel. It is your business’s digital home on the internet. A blog is a regular publication on a website that brands use to educate or update their audience. It is an ideal medium to build your brand’s thought leadership and build your profile as an authority.

Email Marketing – Roughly half of the global population uses email, making it an excellent channel for marketing and maintaining relationships. If you have a large email list, this is an excellent option for you. Investigate ways to automate this channel.

Content Marketing – Content marketing entails creating and distributing original or curated content through the marketing channels used by a company’s target audience. It is one of the most effective ways to build links and traffic to your website. Blogs and Vlogs, podcasts, and books can all be considered as part of a content marketing strategy.

Social Media – Adults spend on average 1.5 hours per day on social media, making it an excellent tool for increasing brand awareness. You must decide which platform(s) (Facebook, Twitter, LinkedIn, Instagram, TikTok, etc.) are best for your brand to build a community of brand advocates and engage in social selling.

Online or Web Advertising – This channel

uses the internet to promote products/ services using online ads. You can run ads on Google, Facebook, and banner ads on social media channels, including YouTube and others.

Video – Video has become the most effective format to reach and engage with one’s target audience, outperforming almost every other format. They can range in nature from promotional to educational to entertainment, and everything in between.

Small business should also not neglect some of the simpler offline forms of marketing, including Word-of-Mouth Marketing, Networking and Events.

It is debatable which channels may be the best to build traffic and generate prospects for you. Your brand communications tool kit is intended to give you the necessary elements to create content and messaging for these different marketing channels.

Section 3: Build Your Brand Communications Tool Kit

Select your brand touchpoints and tools

Touchpoints are ways in which your brand intersects with people’s lives. Businesses require several touchpoints across various channels. Which ones you need depends on your offering and on the purchasing and media habits of your customers.

In today’s landscape, attracting consumers’ attention is the top priority. For a new brand, this is often challenging, so you must choose your approach to help ensure this can be nominally achieved. A mix of tactical tools will therefore be important.

Let us talk about the basic ones.

Your website – This is the hub for all information about your company. Whether used as an ecommerce site to sell memberships or merchandise and for downloadable content, or simply as an information resource, your site is the nerve center of your marketing program. This is where your brand identity and unique voice come through in full force. Remember to communicate in clear language and to organize content from the perspective of the user.

Your social media – Social platforms are an ideal way to connect with your audience personally and on their terms. Make sure your social media graphics as well as the content you share are “on-brand” and consistent with your brand voice and personality.

Determine your social media needs

27canfitpro November/December 2022

according to your marketing strategy. How will you address your audience and through which channel? This is a key part of your go-to-market strategy.

To cast a net where customers will find you, start producing content where your customer live:

• For information, thought leadership, announcements, and overall marketing content, this could mean Twitter, LinkedIn, and Facebook.

• For videos, tutorials, events, or visuals, this could mean TikTok, YouTube, or Instagram.

Your goal should be to grow your prospectlist by building links and increasing traffic to your website. Each platform has its advantages and specific utility. As you start to build an audience, you will recalibrate your priorities. Follow up to gather customer feedback and use the data to refine your approach and media strategy.

Your stationery – While physical business cards and other printed materials are being quickly replaced by digital alternatives, a well-designed stationery system that could include mailers and brochures offers one of the best ways to connect with local community members.

Aim for consistency

The hallmark of an effective brand is consistency across all channels and touchpoints. From the largest billboard to the smallest social media post, staying true to your brand identity will do wonders for brand recall and growth.

Know where your audience is

Your audience is made up of a variety of people. That is why you should distribute your message in various formats (audio, video, blog, etc.) and through multiple relevant channels (web, print and social).

Small businesses lack the resources to advertise across all marketing channels, but they can maximise their impact by understanding their customers’ needs, preferences, and habits. This knowledge allows one to choose the best channels and touchpoints for engaging with them.

Section 4: Resources You Will Need

1) Web Design Resources

Wix.com makes designing websites easier. You can move the elements around with a click of the mouse, dropping them right where you want them. All plans come with a wide range of design options.

SquareSpace.com works much the same way as Wix and is ideal for blogs and portfolio websites. You can set up an online store to sell merchandise or memberships without having to worry about transaction fees.

WordPress.com is, at its core, a content management system. It excels whether you want to create a custom blog or an online store. It is intuitive and comes with an array of graphical themes ready for use.

All offer tutorials, many templates, and include hosting and good technical support. The choices do not end there, so feel free to explore alternatives.

2) Creative Design Platforms

If hiring a professional designer is not for you, these DIY resources may be just the thing.

canva.com is a favorite for people with little to no design experience. With an intuitive interface and a selection of templates for several industries, it is used to design infographics, presentations, posters, social media graphics, and more.

create.vista.com is known for its professionally designed templates that let you create designs for social media, blogs, marketing materials, and other types of ads easily.

adobe.com/express users get to enjoy the entire royalty-free stock photo and font collection and thousands of templates. You can seamlessly use Photoshop, InDesign, and Premiere within one platform.

Other options exist in the form of online design services, such as designpickle. com, penji.co and manypixels.co which offer design services for a monthly fee. Whether these prove more affordable than hiring a designer will depend on your present and on-going creative needs.

3) Marketing with Videos

Video has emerged as the most powerful format to generate engagement with audiences, especially on social media. The good news is that they have never been easier, and cheaper to produce. Whether via short-form videos (e.g., five second TikTok videos) or long-form (e.g., 30-minute workout videos), you would do well to get your brand on video.

For those intent on the DIY approach, an ever-expanding array of tools, apps, and

software can help any beginner become proficient. What is more, the technology at your immediate disposal is such that quality videos can be produced with not much more than a smartphone.

Where to start with video?

There are many tutorials on YouTube that cover the gamut: from entry-level filming and editing on a smartphone, to using all levels of professional equipment.

You can find step-by-step video tutorials on LinkedIn Learning. There are also software makers like Filmora, Visme, Canva (and others) that have video-making tutorials. Vimeo’s tutorials seem particularly well done. My friend and video producer, Tina Gladstone, is a heavy Vimeo Pro user, shooting everything on a smartphone, and producing amazing results. See her work at vimeo.com/tinagladstone.

For TikTok and Instagram users, the apps have their own built-in software or apps for video editing, so creators would use those and remain on the platform throughout the process. There are also built-in editing programs on smartphones. For more in depth, but still free editing, most computers come with built-in editing software. iMovie on Macs is one such solution. Finally, some of you may want to pay for professional software. The industry standards are Apple Final Cut Pro, Adobe Premiere and After Effects.

The pool of resources is seemingly unlimited, so I strongly suggest you look before you jump in and go with the one you will be most comfortable using.

Jean-Pierre

Veilleux is a brand developer and creative strategist in Toronto. He is the co-founder and a principal of Retool Brand Counsel and Design retoolbrand.com and Retool Lab retoollab.com. Jean-Pierre has developed visual brand identities for large and small enterprises in a variety of sectors. His identity design work can be seen at jpveilleux.me/#/new-page-67/. Contact Jean-Pierre at jpveilleux@retoollab.com

canfitpro November/December 202228
canfitpro.com | 1-800-667-5622 CPR & AED canfitpro offers courses that are accessible, attainable, and affordable. Be prepared in case of an emergency! Respond with confidence to help those in need. REGISTER NOW! canfitpro members receive preferred rates on courses! CPR – A (Adult CPR) $43 CPR – A & AED (Adult CPR & AED) $65 CPR – C (Adult, Child & Infant CPR) $60 CPR – C & AED (Adult, Child & Infant CPR & AED) $69 CERTIFICATIONS FITNESS INSTRUCTOR SPECIALIST PERSONAL TRAINING SPECIALIST HEALTHY EATING & WEIGHT LOSS COACH REGISTER NOW! canfitpro.com/get-certified ONLINE! 29canfitpro November/December 2022
BOOST ADVERTISING AND SALES WITH NEO’S TURNKEY SOLUTION Fitness Centers Leverage Digital Displays
centres Leverage canfitpro November/December 202230

canfitpro: Ronald, it’s great to have you with us. Talk to us about yourself and NEO.

Ronald: After 30 years in media advertising, it’s a real passion for me. In 2022, I co-founded NEO, and today NEO partners with 475+ shopping malls, service stations, c-stores, and fitness centres in Canada. In fitness, we proudly work with leading brands such as Nautilus Plus, World Gym, Anytime Fitness, and several independents.

canfitpro: Tell us about your business model.

Ronald: NEO works with partners (fitness centres) and advertisers. Our partners allow us to install media networks, in exchange for several benefits, and advertisers are customers.

Our partner program is designed so that gyms fully leverage and monetize their facilities and existing communication infrastructures.

canfitpro: What benefits does NEO offer?

Ronald: We offer four core benefits:

• Turnkey solution – NEO offers free installation, maintenance, and tech support. We also offer NEO Connect (web platform) that allows gym owners to deploy content and ad campaigns in real time to communicate with customers.

• Advertising – Each gym has free advertising spots, both inside and outside the gym (5km radius in malls, C-stores, and service stations) to boost marketing and sales.

• Value add content, including news, sports, health tips, and weather.

• Financial – NEO offers a free media network and as a bonus we redistribute a portion of ad revenues in cash dividends;

“Neo offers us great value & roi. For us, there is no $ investment, no risk, and we broadcast our ads for free on giant screens.”

Alex Colombo, CEO - Gym Fit Forme

canfitpro: NEO offers excellent value, and you help your partners accelerate their business plan. Concretely, what kind of results do gym owners get partnering with NEO?

Ronald: In terms of results, many of our partners increased their sales by 15 – 20 percent after broadcasting targeted ad campaigns on our screens. Also, one partner sold eight franchises in three months using our screens. Overall, our partners get infinite returns and value given they have no financial risks.

“NEO TV screens maximize ad visibility without being invasive to our customers. NEO meets our company’s highest standards, and the end result is great.”

Martin Légaré, CEO - Nautilus Plus

canfitpro: Ronald, this was highly informative. Thank you for your time.

Ronald: Thank you for this opportunity to share more about NEO!

NEO (neo-ooh.com) offers an advertising network in shopping malls, service stations, C-stores, and Fitness Centres in Canada, with 3,500+ ad faces in 475+ locations, and quickly growing in Eastern Canada. In Fitness, NEO partners with leading brands such as Nautilus Plus, Anytime Fitness, World Gym, BUZZFIT, and many independents.

31canfitpro November/December 2022

NATIONAL HEALTH AND FITNESS DAY RECAP

IMPACT FELT AROUND THE COUNTRY

AN
INDUSTRY UPDATES canfitpro November/December 202232

LET’S MOVE CANADA!

This was the refrain heard from coast to coast, and across all social media platforms in the first week of June as canfitpro and the Fitness Industry Council of Canada (FIC) combined forces to make the biggest impact to inspire Canadians to get moving with National Health and Fitness Day.

The initiative was founded by former Senator Nancy Greene-Raine at the end of the 2010 Vancouver Olympics to mobilize the spirit of the games and create a legacy of improved health for all Canadians and was passed unanimously through the Senate in June 2014. Since then, MPs, Senators, local politicians, and organizations across Canada proclaim the first Saturday of June to celebrate and inspire Canadians to move.

Former Olympian Sue Holloway, lead organizer of National Health and Fitness Day, would love to see Canada become the fittest nation in the world. “Communities can use the day to rally citizens and provide a positive message. Everyone can be a champion for physical activity and share creative ways to get moving. The COVID pandemic drastically changed the way we access physical activity, and we hope it serves as a catalyst for Canadians to get moving,” says Holloway.

The lockdowns and closures due to COVID provided FIC and canfitpro even more motivation to collaborate and create a sensational #LETSMOVECANADA circuit with five moves of the day, turning National Health and Fitness Day into a week of celebrations that had fitness facilities, members, politicians, and Canadian fitness influencers inspired to “Show Us Your Moves”.

Maureen “Mo” Hagan, canfitpro Chief Operating Officer, has been showing Canadians her moves for more than 30 years and highlighted the week with her own at-home videos, then gathering friends and neighbors onto her street for a special outdoor fitness class. “National Health and Fitness Day matters to all fitness and health professionals because we can communicate, educate, and motivate Canadians to appreciate the benefits of fitness,” says Hagan. “It is a day for the entire country to come together and promote moving together for a healthier country and planet.”

canfitpro PRO TRAINER and fitness facility owner, Fyonna Vanderwerf, put all her energy into the week - joining the National Health and Fitness Day Task Force, securing health influencers to promote the campaign, and engaging staff and members to make a huge splash at her Hive Muskoka fitness location. “We had only been mandate-free for less than a month, and so many gyms had felt the isolation of the last two years,”

says Vanderwerf. She mounted a huge display in her lobby and showcased each of the Moves of the Week on social media and offered free drop-in classes on the day. “We had a lot of fun and lots of laughter.”

In the week leading up to National Health and Fitness Day, social media was filled with bright yellow-green tiles showcasing moves, and engagement for the campaign was through the roof. Social media engagement was the highest it had ever been, with average Canadians joining in on the fun to show Canada their moves!

Jay Raymundo, canfitpro PRO TRAINER and Owner of NRG Fitness in Airdrie, Alberta, was motivated to join forces with five local fitness businesses for their version of a pub crawl - a “fit crawl”. His passion for fitness and making Airdrie one of the healthiest cities in Canada is a driving force for his work. “National Health and Fitness Day matters, because by getting as many Canadians moving and embracing a healthy and as active lifestyle as we can, we are able to reduce the burden on the current healthcare system as well as strengthen everyone’s immunity,” says Raymundo. “Movement beats medicine, and we can use fitness as preventative medicine.”

The FIC has been lobbying governments at the provincial and federal levels to look at the essential role fitness plays in keeping Canadians physically and mentally healthy.

“National Health and Fitness Day allowed us the opportunity to come together and to show Canadians what the fitness industry does best: Motivate and inspire movement for all ages,” says Sara Hodson, President of the Fitness Industry Council of Canada. “We know our members need us not only for their physical health. We need to feel connected to each other, and National Health and Fitness Day gives us the opportunity to do that.”

Mo Hagan agrees wholeheartedly. “Community means the ability to interact and create meaningful relationships with others, and that means social wellness,” says Hagan, who inspired trainers throughout canfitpro to celebrate the day. “Social wellness is the foundation for strong social connection, respect, and trust. When these conditions are met, we can achieve a great impact.”

Erin Phelan is the owner of The Erin Phelan FitFam, a virtual fitness community with live group training classes. She is also the communications lead for the Fitness Industry Council of Canada.

33canfitpro November/December 2022
IT STARTS WITH OUR RESPONSIBILITY TO EFFECT CHANGE AND CREATE A FITNESS CULTURE WHERE EVERYONE IS WELCOME
WHAT DOES FITNESS OF THE FUTURE LOOK LIKE?
DIVERSITY, EQUITY & INCLUSION
canfitpro November/December 202234

THE FITNESS OF THE FUTURE WILL BE DIVERSE, INCLUSIVE, AND ACCOMMODATING.

Before we talk about what that looks like, let us talk about what it is not. Too often, “welcoming diversity” looks like asking marginalized people to “create diversity” by coming into spaces that are not safe or accommodating for them. If we genuinely want to move fitness forward, we must start by taking responsibility for creating spaces, in-person and online, where people are safe, included, and accommodated. There are three general components to this:

You are specifically, explicitly welcome here.

If people are not represented, there is no reason for them to believe that they are welcome. This means that people should be able to see themselves represented on your website, marketing graphics, social media feeds, and, critically, in your facility trainers, teachers, staff, and leadership. Look at these and ask yourself, would people of diverse races, ethnicities, weights, abilities, ages, genders, and religions see themselves represented? If not, make a conscious effort to solve that with a focus on centering and supporting the work of marginalized people.

You will be treated well here.

This is about accommodation and policies. Do you have facilities (including restrooms/locker rooms) for people of all genders? Do you have high-weightrated equipment? Are your in-person and online offerings optimized for those with disabilities, including hearing loss, low vision, and neurodivergence? Is your staff educated about working with marginalized populations? Do you have policies in place protecting your clients from experiencing shaming, stigma, bullying, or oppression while working with you/in your facility?

Your mistreatment will not be tolerated here.

This key component is often overlooked. Policies about inclusion do not help anyone if they are not enforced. Do you and your staff know what to do if someone says or does something harmful in front of them or if someone reports mistreatment in your space? This includes making sure not to blame the victim or excuse the perpetrator (e.g., “I’m sure they didn’t mean it like that”) and addressing the issue directly. Depending on the situation, it can be as simple as saying “this is a space that welcomes everyone” or as serious as telling someone that they are no longer welcome in your space. Here it is helpful to remember that people

who want to stigmatize, bully, or oppress, and people who do not want to be stigmatized, bullied, or oppressed, are not simply two sides of the same “free speech” coin. The former is doing harm, the latter are asking for basic human respect.

Being inclusive also means being weight neutral. As we talked about in previous pieces in this series over the past year, the research finds that almost nobody achieves significant, long-term weight loss and marketing weight loss means contributing to weight stigma. Marketing weight-neutral fitness allows you to provide an experience that is not just more inclusive but is also more evidencebased and ethical.

So, what does fitness of the future look like?

Someone googles and finds a website for the type of movement they are interested in. They are happy to find that the site is optimized for accessibility, their identities are represented, their body is not stigmatized or considered a “before” picture, the staff is diverse, there are policies in place to make sure that they are affirmed and safe, and all the merch is size-inclusive. They click the social media links and are thrilled to see that the voices and experiences of marginalized people are centered, and that video captioning, alt-text, image descriptions, and other best practices are used to make the feeds accessible.

A marginalized person enters a fitness facility and is immediately made comfortable by the diversity of the staff and the subjects of the artwork. They see a huge wall of pictures and stories, but instead of cringey, fatphobic “before and after” pictures, there are pictures of people of all races, ethnicities, sizes, abilities, ages, genders, and religions celebrating victories like walking a block, lifting their grandkid, rolling their wheelchair for miles around a theme park, and more. The locker rooms are gender-inclusive and they feel extremely comfortable using all the facilities.

They are offered an optional goal-setting session and facilities orientation, to which they agree. The questions asked are open-ended and without assumptions or judgments. It is made clear that this experience is on their terms. When they ask the staff member for ideas, they are told that they can focus on finding joy in movement and/or if they want to set other goals, they can be based on building strength, stamina, or flexibility, on activities of daily living, or other goals they have. If they ask about weight loss, they are told

that research shows that most people lose weight short-term but gain it back long-term and are encouraged to focus on behaviors and goals over which they have more control.

They move onto the facility floor; the equipment is high-weight-rated, and all signage is clear and presented in languages common to the area. Staff are available for questions and to remind those using the space that it is for everyone.

They decide to take some classes in person, as well as try out online classes from home. The class descriptions are clear and set appropriate expectations. The instructors have diverse identities, and throughout each class many options are given, always with the reminder that there is no hierarchy and that all options are equally valid. The instructors encourage participants to listen to and appreciate their bodies, there is no ableist or fat-shaming language used. They leave classes feeling great about themselves.

Creating the fitness of the future will take dedication and challenging work, including the willingness to unlearn things we were taught that, however wellmeaning, are harmful. It may mean giving up the toxic fitness culture that tells us to believe that we are better than others because of our fitness level/participation. It will require centering the voices of those who are not white, thin, cisgender, straight, able-bodied, neurotypical, and young.

Depending on your current situation, you may not be able to create all the needed changes. If that is the case, remember that none of us can do everything, but all of us can do something. Do what you can immediately, then find places where you have power, privilege, authority, and leverage (including finding like-minded people and working together) to effect larger changes that create a fitness culture where nobody is obligated to participate, but everybody is welcome.

Ragen Chastain is a speaker, writer, trained researcher, and fitness professional. She has spoken about weight science, stigma, and health at Google, Kaiser Permanente, canfitpro, and more. Ragen is a champion dancer, triathlete, holds the Guinness Record for heaviest woman to complete a marathon, and co-founded Fit Fatties on Facebook.

Photo Credit Lindley Ashline
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ENGAGE STAFF, CURRENT MEMBERS, AND FUTURE BUYERS IN A SOCIAL MEDIA COMMUNITY CENTERED AROUND YOUR PROGRAM TO FEED SALES AND OBJECTION-LESS CLOSES CREATE A READY-TO-BUY SOCIAL MEDIA AUDIENCE BUSINESS COACHING
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Let me set the scene…

The ad opens with a group of middle aged men exiting a van, walking over to a lake, and competing in a rock skipping competition. This scene is followed by clip after clip of various niche and sub-niche groups. Cocktail clubs, rock climbing groups, strongman communities, and on and on.

Did you notice a theme?

The commercial was not advertising Facebook. It was advertising Facebook groups.

Social media platforms are banking on communities in big ways right now by prioritizing the creation of better, more engaging ways for you to connect with like-minded people.

So, while your social business pages and profiles are useful for housing branded information, they are not useful for engaging your community or creating affinity. Here is why: when you post on your business page or profile, the social platform has no incentive to show that post to your followers. On Facebook business pages, only two percent of the people who follow your page will see your post.

But, groups are an entirely different game. Group posts are disseminated to members based on their past engagement with your content. So, if you can get people to engage with your content, they will see more of your content going forward.

And while I like Facebook groups for creating community, the principles here can be used to create a community in any social media platform. The key is to treat your followers on any platform as if they were a group. Because your

content can engage members, afford staff opportunities to share, and nurture your perfect future buyers toward objection-less sales.

Here are my best tips for creating and engaging a lively group using Facebook, or any other social media platform:

1. Create your group or profile around the solution to a major pain point that your ideal clients have. If your perfect future buyer lives in a specific town or city, create a group promoting fitness in that location. If your perfect future buyer is a woman of prime time age, create a support group for active women dealing with the onset of menopause. If you specialize in strength training for military members, create a group for military members preparing for their next PT test.

2. For Facebook groups, make your group private but visible using the group settings within your Facebook group. This will allow you to ask questions to your group members as they request access, and you can make one of the questions “What is your email address?”

You do not own your social media audience, so you need to collect and save those email addresses so you can contact group members outside of the platform.

3. Do not over-serve your group with too much content. Go live once a week to engage your members with useful content that delivers them a quick win related to the result you specialize in. Promote the date/time of that live session. Then let it go. You do not need to do a whole lot more to engage your group members.

And here is a ninja-tip: As you are planning those weekly live sessions, use a list of common objections collected by you and your. sales people to inform the subjects of your lives. Creating content that handles those objections ahead of time can do a lot to create objection-less closes for you or your team. For

example, if your prospects often say they do not have time to work out, you might create a series of weekly live videos where you offer ways to find time to work out. Or highlight members who have figured out ways to make it work and had great successes.

When you can create content that shifts beliefs you make you and your salespeople feel like real ninjas because more and more prospects are closing with no objections.

4. Allow staff to post. Many of your staff members are itching to share their expertise, advertise their schedules, and help more people. Allow them to do that within your community. They will be thrilled.

And do not worry about a staff member going rogue. You can moderate content before it goes live in your group using your group settings.

By creating community via your social media content and tools, you can serve perfect future buyers and current clients while increasing staff job satisfaction.

So, start treating your social audience as a community, and your product as the topic they are gathered around. Use your content to educate, nurture, and create objection-less sales.

For more on creating community via social media, catch my talk on this topic at YouTube.com/KellyCoulter.

IN 2020, MARK ZUCKERBERG AND FACEBOOK MADE A $10M BET ON THE SUPER BOWL. BUT, I AM NOT TALKING ABOUT THE GAME. I AM TALKING ABOUT ADS. THEY RAN THEIR FIRST EVER TELEVISION AD ON THE MOST EXPENSIVE AIRTIME MONEY CAN BUY.
Kelly Coulter is the host of the Grow Your Fitness Business for Instructors, Trainers, and Coaches group on Facebook where she supports 8500 business builders in the health and wellness industry. She speaks at conferences in the United States and internationally on social media, as well as business skills and mindset. And, she releases a weekly show on YouTube and via Podcast.
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YOUR VOICE ENTERTAINING?

TURN UP THE SIZZLE ON HOW YOU ENGAGE A ROOM AS A PERFORMER

IS
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Even with the most highly qualified leader on the mic giving a well-programmed session, who is taking into account intensity being tied to time, who gives the most appropriate recoveries to support the training and is rocking the most time-managed-biggest-bang-for-onesbuck session with an engaging playlist, all this goodness will not be maximized if we are not delivering the hard things in an entertaining way.

Our instruments as coaches are our body (including our brain!) and our voice. We believe that giving energy and education to our unique voice as a coach, just as we give energy and education to our body and our qualifications, is as important and very well-worth our investment. Asking our clients to do hard things with no vocal variety from us is setting us up to work harder, not smarter, and setting up our clients for a session that is not as inspiring as it could be. Focusing on what enters the room first, our voice, aids the rest of the tools we have at our disposal to give a “can’t miss” class.

Research tells us that 80-98 percent of fitness professionals agree that voice education is a vital component of instructor training; however, 70-80 percent of fitness professionals reported never having any voice education at all.

Here is one simply implemented voice performance idea to consider as you turn up the sizzle on how you engage a room as a performer would:

Is your voice matching the intensity of what you are asking the room to do, with rate of speed and voice quality?

It seems easy enough…but you would be surprised at what you might hear when on the listening-end of class rather than the speaking. By matching our voice’s intensity with the action, we are coaching. We do not mean, “Ok it is time for HIIT sprints, I’ll shout in the mic for effect!” because a microphone’s sole job is to amplify our voices AND we risk sustained voice damage over time when we shout. Career longevity is what is in, and potentially career-altering phonotrauma from shouting is OUT!

Consider instead, during a particularly vigorous section of the workout you are coaching…are you matching that intensity with your voice quality? What would you hear if you audiorecorded a boisterous part of your class and played it back in the privacy of your own space, when you are ready to hear the recording and take notes for growth? (Do reach out to us if you

want a caring ear to process!). Are you speaking quickly in the more intense part of the coaching? When listening to the playback, consider asking yourself if you would be able to understand what you are saying, if you did not know the words you were about to speak.

Ultimately: does your voice match what is happening in that moment in class?

What if, during a calmer part of your class, you did the same and compared notes? Try audio-recording a cool-down, stretch or active recovery section of your class and see what you notice by contrast. It is likely we will not be speaking more slowly during these times in class. Does your voice match the quite different intensity in the body or movement you are cueing?

In short, it is the same question: does your voice match what is happening in that moment in class?

Even if you are a coach who uses music purely for ambiance and background noise, rather than aiming to synchronize beats to movements, you would not play calm new-age music found at a spa during builds to anaerobic efforts, just as you would not play the coolest new club-track hit during the cool-down. It is the same idea with your voice. You do not need to be a trained performer to use this simple and thoughtful speaking technique to change the energy of your delivery; you need only be mindful of it and decide to try it.

When listening back, it bears repeating that a microphone only amplifies the voice - it does not make the words clearer. If you are struggling to understand what you have said on your recording, it is likely that members also struggled to understand your words.

Sometimes the smallest adjustments make for better enterTRAINers and more enticing delivery.

WHEN CERTIFIED GROUP FITNESS INSTRUCTORS LEAD THEIR PARTICIPANTS, THEY ARE OFTEN ASKING FOLKS TO DO HARD THINGS.
Ashley FitzSimmonsOlsen, M.S., CCC-SLP, worked professionally as a performer and taught theater and dance and is now a licensed, certified speechlanguage pathologist. Noël Nocciolo is a former performer who now builds indoor cycling programs for boutique studios worldwide and co-created the PEP For FitPros voice course with Ashley.
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TRAINING FASCIAL MOBILITY TO INCREASE STRENGTH

EVIDENCE FOR STRETCHING AND ITS ROLE IN INCREASING MUSCLE STRENGTH AND HYPERTROPHY

TO STRETCH OR TO NOT STRETCH?

The age old question of how fascial stretching can benefit strength training, or if in fact it hinders it. How does having restrictive fascia affect strength training outcomes?

Fascia is a net of connective tissue surrounding every part of the body, providing support to one’s muscles, ligaments, tissues, organs, nerves, and bones. It is similar to the white fibers of a citrus fruit, it is the protective layer that contains the muscle and organs within.

Most people are familiar with the concept of stretching or mobilizing the fascia to release tension or stiffness. Plantar fasciitis, for example, is when the fascia under the feet is overloaded with too much repetitive movement pressure. Protocols typically involve trigger point release or fascial stretch methods to help the recovery process.

Often overlooked is the fascial net systems’ elastic capacity to use stored kinetic energy. Those with healthy tissue will find that fascia can assist with workloads beyond the capacity of muscle contraction due to its elastic quality.

What does this mean?

Fascia and the elastic connective tissues (ECT) directly control how force is transmitted through the body. The contractile elements of muscle contain actin and myosin protein filaments, therefore helping the body generate force by sliding across one another in response to signals from motor neurons.

When strength training, people focus on the muscle but ignore the fact that each individual muscle fiber is surrounded by said fascial net and ECT. Fascia’s role is to lengthen and store mechanical energy when the contractile muscle shortens, allowing the body to distribute the force around the body between various sections of muscle. In order to apply force to an external

TRAINING
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resistance (such as a loaded barbell), the contractile element requires shortening.

The better fascia is able to move fluidly, the more muscles are recruited, therefore hypertrophy of the muscle is developed quicker. The act of building stronger muscles happens by contracting the muscle to generate an upward force to move a load against the pull of gravity. The heavier the load, the more motor units are recruited and developed to generate force as fibers shorten. As mentioned, when the muscle shortens, the fascia is lengthened under resistance producing an adaptation by creating more collagen and elastin. Similar to muscle under load, the fascia is then able to withstand more tensile forces. To improve overall force output, one must consider improving the efficiency of fascia in the transition from lengthening to shortening.

In addition, to develop greater tensile forces in the fascia, one must perform multidirectional movements at a relatively fast tempo at a lighter weight. When working with heavier weights, it is suggested to stay in one plane of motion, such as a Romanian Deadlift for hamstring development. What that means for strength programming is understanding that in order to develop muscular strength, the load should be approximately 80-100 percent of someone’s one rep max for one to six reps. In contrast, to encourage optimal fascial integrity and resilience, loads should be lighter and at higher reps, such as a complex or matrix exercise.

A short-term study by the International Journal of Exercise Science involved a small group of novice weight training women over 10 weeks. The study compared strength gain changes between a strength training regimen control group and a treatment group with the same strength routine along with a fascial system exercise program.

Though there were significant differences in strength for both groups (seen in leg press, leg extension and chest press), the overall change in baseline strength across the board can be argued that all novice lifters will see a change of strength with consistent training.

Another study published by Warneke et al recently discussed the direct impact of stretching on muscle growth where 52 subjects were randomized into two groups: a stretching group and a nonstretching control group. The legs of the subjects in the stretching group were

randomly divided within-subject: one leg underwent the stretching intervention, the other leg served as non-stretching control leg.

The stretching intervention itself was quite intense; each subject used an orthotic device that locked the foot in place while pulling the ankle into dorsiflexion. This lasted for six weeks and the leg was stretched for 30 minutes each day.

The study revealed that isometric strength increased significantly more in the stretching leg of the stretching group (+16.8 percent) than in the nonstretching leg of the stretching group (+1.4 percent). As for changes in flexibility, the knee-to-wall test performance increased substantially in the stretching leg of the stretching group (13.2 percent), while all other groups and conditions experienced small reductions in performance.

For those looking to get bigger calves, Gastrocnemius thickness increased substantially in the stretching legs of the stretching group (+15.3 percent), while the non-stretching legs experienced virtually no change.

What is key in the study is it confirms that static stretching with sufficient intensity and volume can directly cause muscle hypertrophy. Added longitudinal stretching interventions can directly increase dynamic strength and isometric force output for training.

This, coupled with growing evidence that training at long muscle lengths has the greatest effect on hypertrophy for most muscles, further implicates fascia and ECT stretching as additional benefits for muscle growth. Stretching, trigger point and mobility to increase fascial movement, combined with strength training the full range of the muscle and joint, will see an overall increase in strength.

Cassandra Chin is a personal trainer, fascial stretch therapist, and educator. She is the co-founder of Bars & Belles, a group focused on uplifting women through educational courses focused on women’s health and strength training.

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MOOD BOOSTING MOVES

HOW MUSIC CAN ADD POWER TO OUR PURPOSE

TRAINING
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IT IS NO SECRET THAT MUSIC IS A MAJOR MOTIVATOR IN OUR FITNESS CLASSES.

Have you ever wondered what exactly it is about the bumpin’ beats that boosts people’s moods and makes our music-based movement industry extra powerful?

I have always known how a perfectly selected song can shift the energy of my classes and immediately enhance my participants’ mood. As someone who works with people from ages six to 86, all of whom are reporting more negative mental health symptoms than ever before, I wanted to equip myself with the best tools to help clients feel better.

I have been diving into some research and books to better understand how the body and brain respond to rhythmic beats. My inner fitness programming nerd is lit up and I am excited to share these insights to help you create more powerful movement experiences with music.

Your State Affects Your Mental Health

Your mental health is affected by, and a reflection of, your state. In other words, the type of emotional energy that you have at any given moment (e.g., frustration, confusion, anticipation, excitement, elation, depression, anxiety etc.) can be linked to three things: your physiology, what you are focusing on, and the language that you are using.

Physiology is all about your body and what is happening inside and out: how you hold your body, your posture, how you are breathing, your muscle tension, the types of hormones flowing through your bloodstream, etc. Someone who is feeling depressed holds their body very differently than someone who is feeling confident.

Focus is the thing you are giving the most attention to. Are you looking for what is wrong, or how things used to be in the past? Or are you finding the opportunities and what could be great about any situation?

Language is the words, sentences or questions you say to yourself about any given situation. Someone approaching a rollercoaster ride with the language of “This is going to be awesome!” compared to someone saying to themselves “This is going to feel

horrible!” are setting themselves up for two very different experiences.

As I looked through the research, I found different ways that music can enhance each of these elements of our emotional state.

Bodies, Brains, Minds and Music

Physiologically, our brains ‘act’ differently when we listen to music. In the book, “This Is Your Brain on Music”, Daniel J Levitan explains in detail how our brains respond to music. One of my favourite sections of the book showcases how all areas of the brain are activated when we listen to combinations of lyrics, melodies, beats, and phrases. Sounds coming from the speaker (measured in hertz) are captured by the ear, travel to the eardrum and are transformed into an electrical signal sent to the brain.

Scientists have measured how neurons throughout different brain regions will fire at the same variety of hertz, essentially replicating the same ‘sound waves’ of the music from within the brain. This is called synchronous neural firing. With an EEG, scientists have captured these hertz emitted from neurons and, without hearing the original source of the music, replicated the same melody in a different room.

So, how can this boost mental health? A physical change in the environment (soundwave) can disrupt regular neural patterns in the mind. A temporary change in the neural pathway can disrupt old patterns of ‘thinking’, leaving participants open to having a different experience, thought or feeling.

However, we are more than just a physical brain and as fitness professionals we do more than just work on bodies. Our clients are whole humans with beautiful bodies and brains (the structures) and also wonderful minds (moods, feelings, attitudes, perceptions, experiences, etc.).

Music amplifies our ability to help clients transform from one state to another by targeting both the brain and the mind. Using familiar music, or music with a strong rhythmic beat, activates the mind and causes it to release hormones into the bloodstream. This is because the mind (which holds memory and awareness) loves to play the game of anticipation. It anticipates the next word, sound, beat, or tone. When it succeeds,

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the mind validates its own prediction and sparks the pleasure centers of the brain, connecting joy and satisfaction to the minuscule micro-challenge it just achieved.

When these ‘pleasurable’ moments can be combined with movement, the brain connects pleasure to the activity being performed. Building these positive correlations between movement can further motivate our participants to stay active for life.

When it comes to Focus, music can help our clients find more presence and mindfulness as they move. Giving dedicated attention to an activity, such as squatting down and up while staying on beat, gives the brain a task to follow and allows our participants to step their minds away from any stresses they may have beyond the studio walls and into the present moment with you.

Using music as a guide to keep clients moving can also open them up to a new kind of mindfulness practice: not one where they do not have to sit still and in silence, rather one that allows them to

Melanie Levenberg, M.Ed., is an author, international speaker, TEDx presenter, and global leader in kids’ fitness. As the CEO/ Founder of PL3Y Inc, she teaches fitness enthusiasts how to launch profitable kids’ fitness businesses teaching award-winning dance, yoga, and fitness programs in recreation centres and schools.
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Solutions Designed to Support your Business BUSINESS MEMBERSHIP Becoming a Business Member is FREE Exclusive discounts and exclusive access for events Level up to a Gold membership to unlock additional business benefits Receive unique discount codes for you and your staff to stay certified, learn, and network Sign up as a recognized Host Facility for courses - and recruit top talent Contact us today to sign up canfitpro.com/fitness-business

HOW WE GOT EXERCISE ALL WRONG

struggling to get physically active.

Sara: Your work has inspired my work in so many ways, impacting thousands of people to change their lives through exercise. Tell us why this book, The Joy Choice, now?

Joy Choice to showcase new science and methods to help people successfully navigate the unexpected challenges that their facing.

The Joy Choice (released April 2022) takes a close look at outdated models of what creates change in eating and exercise and how we can turn the behaviour change paradigm on its head. Hodson, a leading Canadian medical fitness expert, interviewed Segar on key takeaways of how to help people

Michelle: I began juxtaposing The Joy Choice with my first book, No Sweat, which was based on the last 20 years of my research and health coaching experience, emphasizing the science and method for helping people transform exercise from feeling like a chore into feeling like a gift. The point of this key transformation is to help people have the autonomous, high-quality and stable motivation that science shows is needed for creating changes that can last. But even with the very best tools and high quality motivation, people’s plans go awry. So because of that, I wrote The

This moment when things go awry, something that happens almost daily, keeps people from successfully sustaining their desired changes in behavior. The Joy Choice explains how the brain works at these moments of unexpected conflict, and most importantly how we can better support our brain’s innate self-management and “pivoting” system, executive functioning, to help us keep going, even when confronted by a barrier.

Sara: So what is the Joy Choice?

Michelle: The Joy Choice is the perfect imperfect option that lets us do something instead of nothing. It aims

RETHINKING OUR “ALL OR NOTHING” APPROACH TO EXERCISE AND HOW TO MAKE “THE JOY CHOICE”
TRAINING
SARA HODSON, CEO OF LIVE WELL EXERCISE CLINIC AND PRESIDENT OF THE FITNESS INDUSTRY COUNCIL OF CANADA, SAT DOWN WITH UNIVERSITY OF MICHIGAN RESEARCHER MICHELLE SEGAR, PHD, MPH, MS AND AUTHOR OF THE JOY CHOICE, TO TALK ABOUT SUSTAINABLE BEHAVIOUR CHANGE AND HOW WE CAN EMERGE FROM THE PANDEMIC OF INACTIVITY WITH A NEW OUTLOOK ON THE ROLE EXERCISE PLAYS IN OUR LIVES.
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to support our executive functioning through three science-backed strategies - Simplify, Play and Choose Joy.

Ultimately, the Joy Choice lets us do something instead of nothing so we can stay on the path of lasting change and self-care.

Sara: Why do you think it is so hard for people to stick to an exercise routine long-term?

Michelle: The reason is both simple and complex. We have been told a narrative about how to best change our behavior, around the globe, for the last four decades that sets most people up to fail. The fitness industry has traditionally focused on the subset of people who more easily tend to be successful with the typical approach to fitness. Until recently, the fitness industry has not traditionally invested in how they can

reach the vast majority who do not and cannot fit the typical “fitness” mold. It is exciting to see that this is changing!

To achieve this new aim and help many more people become sustainably successful, we have to turn the whole meaning and approach to exercise on its head. The good news is that it easier to do than you think! There are systems that can turn this around - the thing we need to do as an industry, and a society, is get everyone else on board, learning more effective methods and messages.

Sara: In The Joy Choice, you talk about how habit formation has been overly valued for exercise in our society and many people just cannot create automatic habits for exercise.

Michelle: Part of the outdated story of behavior change is most people will all

be better off if they create automated habits for exercise so they do not have to think about exercise choices or exert willpower. In theory, that sounds great. But there is little research that shows that automatic habits for exercise creates sustainable or lasting changes - or even that most people are able to form automatic habits for exercise. While it is hard to research this topic in the wilderness of real life, most of the research that has been done on habit formation has been on animals or takes place in lab-based settings.

So, why are we so excited about habit formation when there is not research showing that it actually produces sustainable changes with exercise? The newer thinking on habit formation is grappling with this issue. Wendy Woods, a leading habit researcher wrote in her

Michelle Segar, PhD, author of The Joy Choice: How to Finally Achieve Lasting Changes in Eating and Exercise, is a University of Michigan awardwinning researcher. She pioneers methods that transform people’s mindset about their healthy choices. She is frequently interviewed in places like The NYT, NPR, and Real Simple.
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book Good Habits, Bad Habits that variety wreaks havoc on forming habits. You will not be able to form habits if you have variety in your life so you should design your life not to have variety. As we know so well, few people have the luxury of designing variety and the unanticipated out of their days.

Sara: You and I work with clients every day. How do we set them up for sustainable success with exercise?

Michelle: Working with people in real life has to guide what science and strategies we choose to use to benefit our clients in ways they can sustain. I am very excited about the research on executive functioning – that is the brain system that is in charge of managing ourselves and our long-term goals, pivoting, and solving problems. Emerging science is looking at executive functioning’s role in driving our daily eating and exercise choices. So we need to know about it.

Sara: We are in a moment in time where people want to start exercising. Yet, we make excuses and do not start. How do we help people overcome their ambivalence or inertia?

Michelle: The first thing that is important for people to recognize is whether or not they feel the desire to start or not. It is important for people to know that as a society we have been socialized to exercise in ways that few people actually like and desire to do. The new theories about exercising contend that we bring all of our past experience with exercising to every choice we make about exercising. All these past experiences have in essence branded exercise in our brain! People often do not want to start exercising because their past histories with exercise have tainted their motivation. They have been taught to exercise in ways that feel punishing and do not feel meaningful. So their brain says “No Way! I’m not going to exercise.”

Sure, there are people who have an exercise system where “killing themselves” is very satisfying and that works for them. But for the vast majority of people - our brains are set up to not want to exercise if it has hurt us in the past.

Sara: That moment we decide to start, we are flooded with this all or nothing mentality - but that has led people to do nothing. This situation is now referred to as a “pandemic of physical inactivity”. Can you share how this all or nothing approach has failed us?

Michelle: The ‘all or nothing’ mentality is what most people have learned from society when it comes to exercising. But it is black and white thinking, a cognitive distortion which is officially maladaptive. We have been brainwashed to have all or nothing thinking - it is not our fault – it is simply what we have learned.

The solution is that individuals (and the professionals who work with them) have to understand the negative ways in which all-or-nothing thinking sabotages creating lasting changes in exercise. And, at the moment of choice about whether to exercise, people need to increase their self-awareness so they notice when they are about to throw in the towel when they cannot accomplish their full plan, or the “all”. People tend to say: “I can’t do what I planned to do, so I might as well do nothing.”

But the beautiful alternative is instead of doing nothing, how about instead we make the perfect imperfect choice - let us do something instead of nothing:

Do I have time for 15 minutes instead of 45?

Do I have time to walk instead of run? Can I garden instead?

We are not used to the idea that being flexible - making the perfect imperfect choice - can redefine success and helps us be successful. But, in fact, that is what research suggests. Behavioral outcomes are better when we let ourselves pivot and do less or something different versus trying to rigidly stick to the planwhen things get unworkable.

Sara: How did writing The Joy Choice impact your own ability to exercise the most?

Michelle: In an ideal world, I have a 50-60 minute walking route that I do most days. During the past few months, with the book launch, I have not had the time to do that full amount. So, I am using the Joy Choice to help me by just doing what I can, the perfect imperfect option. For example, after dinner one night, I asked my husband and son if we could take a walk around the block. My 14-year old who had heard me talk about these ideas when writing the book asked me, “Mum, is this a Joy Choice for you?” YES IT WAS! So not only was I picking the Joy Choice for myself, but my son was also learning how to think more flexibly about fitting in fitness when things are really busy.

This is the conversation we should be talking about with our families. We have to model a new belief system to our kids - when they have too many things on and their plans go awry, we can teach them how to do this, too. It goes beyond eating and exercise.

Sara: When we look at the mental health crisis we are having, how can making the Joy Choice help us move forward? Michelle: We know physical activity and movement is great for our mental health, for helping manage and prevent depression and anxiety and for boosting mood. But people have not been taught to see physical activity as a moodboosting vehicle. They look at it as a way to sculpt their body, which automatically converts it into a chore.

In order for exercise to be a vehicle to help with mental health, we have to help people think about physical activity and movement as a way to manage their mental health and help them find ways to move that feel good to them. If it is not pleasurable or palatable at the minimum, most will not stick with it. We have people with chronic illnesses, people carrying a lot of extra weight so it can hurt to move. Our job is partly to help people find ways to be active that will work for them. We have to relearn how we approach our clients and help those people with arthritis or chronic pain, and also teach them flexible thinking.

The Joy Choice offers us grace, and by doing so can help people learn to think about physical activity differently.

Sara Hodson, CEO of LIVE WELL Exercise Clinic, is President of Fitness Industry Council of Canada. To join the FIC visit ficdn. ca. To find out more about bringing a LIVE WELL Clinic in your community, please email us at sara@livewellclinic.ca.

canfitpro November/December 202248
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AS TRAINING MOVES INDOORS, EFFECTIVE GOAL SETTING IS NEVER MORE CRITICAL. High quality goals improve outcomes by affecting four key elements of performance: 1. Increased Effort 2. Increased Persistence 3. Increased Direction of Attention 4. Increased Motivation of Strategy Development to Solve Problems and Achieve Results TIPS TO CREATING POWERFUL BEHAVIOURS AND GREAT ACHIEVEMENTS
GUIDING PRINCIPLES FOR EFFECTIVE GOAL SETTING 10GOAL SETTING canfitpro November/December 202250

Here are 10 key considerations to help you create the most impactful goals for yourself and your clients and participants.

Be Specific

A specific objective will trump a general goal every single time. So, what is the difference? One of the most common general goals we hear is “I want to lose weight”. OK great…how much weight? How do you want to lose weight? Over what period? Unfortunately, this goal is missing crucial details that make it too vague to be actionable or to measure effectively.

A more powerful way to express this same goal is to answer the following questions while describing it:

What will be achieved? I will lose 10 pounds. (Content) How will it be achieved? Using changes in nutrition and exercise. (Condition) When will it be achieved? By January 1st. (Standard)

This performance goal is now expressed in such a way that it is both actionable and measurable, which sets the individual up for success.

Strike a Balance

Challenging or difficult goals lead to better performance than those that are too easy or that are not slightly beyond our current capabilities. These objectives should push us to new heights yet still feel attainable. While this can be a delicate balance, when applied correctly it can create incredibly powerful and motivating goals that will drive behaviour and create engagement.

Own It

In some scenarios, goals can be imposed on us by others. A doctor who advises a nutritional change, or a partner suggesting an exercise routine. Each of these goals originates from an extrinsic source and while we may believe in the merit of these goals, we will fail if we do not find an intrinsic acceptance and ownership of them. When we are actively involved and invested in the goal setting process, it will enhance goal commitment making it much more likely that we will buy in completely to the actions required to reach the target. At its root, goals must be accepted if they are to affect performance.

You Have to Believe

A major factor in attainability of a goal is self-efficacy. Self-efficacy is a person’s belief in their capacity to act in the ways necessary to reach a specific goal. It is essentially “The Little Engine That Could” of goal setting (“I think I can”). The best constructed goal will fall flat and eventually fail if a person lacks the belief in their ability to do what is required.

Keep It Tight

While “Big Old Hairy Audacious Goals” (BOHAG) are great to have shining in the sky for us to admire, our progress toward them is so slow and painstaking that they can feel unreachable, disheartening, and defeating. Well formulated, short-term goals provide continual validations of our hard work, help improve our self-efficacy, and provide the steps to the achievement of those long-term goals. This “Part to Whole” approach allows us to break down large and unwieldy aspirations into their component parts. As we slowly check each of them off, we suddenly find ourselves at our destination.

Achieve Performance Through Capability

Goals that put the emphasis on developing skill or advancing knowledge (behavioural or learning goals) have been shown to lead to higher performance than those that have an emphasis on an outcome (performance goal). While both are valuable and can be used strategically to generate an effective array of goals, it is powerful to understand that emphasizing skill and knowledge development leads to higher performance than goals which target performance directly.

Feedback Drives Results

If an open water swimmer does not frequently “sight” their objective, they have no way of determining their rate of progress toward it or of knowing if they have inadvertently veered off course.

Progress against a goal must be assessed continually if we are to reap the benefits of high-quality goal setting. Consistent, frequent performance and progress feedback helps people determine how well they are doing in relation to their goals, which serves to enhance the Four Key Elements of Performance. High quality feedback also guides the nature of the performance adjustments that are required to improve.

Do Not Sleep on Team Goals

Group goal setting is just as, if not more, effective as individual goal setting. Teams that work toward a specific goal together boost performance to a greater extent than individual goals alone. This has been shown to be even more powerful when compatible group and individual goals are combined. Additionally, a perceived fit between individual and group performance goals has been shown to result in greater individual satisfaction and contribution to the team.

Deadlines Drive Results

At the outset of this article, we noted the four key elements of performance as Increased Effort, Increased Persistence, Increased Direction of Attention, and

Motivating Strategy Development to Solve

Problems and Achieve Results. Well, there is nothing that will increase all the above like a deadline. The key point here is striking the balance. If a deadline is too loose, people will adjust their work speed to fill the time, however, if it is too tight the quality of work can suffer. Strike this balance and realistic deadlines become the performance enhancing drug of effective goals setting.

Discipline vs Motivation

Jim Rohn wrote that “discipline is the bridge between goals and accomplishment” and it has been further noted that “discipline can take you places that motivation can’t go”. Ultimately, motivation waxes and wanes but it is the steady force of discipline that leads to the achievement of what seemed like the impossible. So, if that is all it takes, why doesn’t everyone do it? Because discipline is hard. It means consistently doing what needs to be done despite all the obstacles, pitfalls, and inconveniences that plot against it. Discipline needs a support system to help make the grind easier when it gets hard or in the moments that our will is weakened. Keeping a journal, good training partners, the personal challenges that can be set all help to maintain accountability, to get you out of bed, to go against the grain, and to keep pushing even when you yourself do not want to. Goals themselves can help feed discipline but spending time putting these support systems in place while you are basking in the glow of motivation will help keep you on track when motivation disappears and leaves you to your own devices. Be sure those devices are ready to fall back on.

So, as we approach the hard winter months with cold temperatures, short days, and long nights, remember that the skillful application of these 10 Guiding Principles will ensure that your goals will lead you and your clients and participants to powerful behaviours and to the great achievements that they aspire to.

Fraser Quelch is an internationally renowned expert and founding team member of the revolutionary training company TRX®. He is an award-winning presenter who has been featured at conferences and events all over the world including an appearance on the TEDx stage. His provocative presentations have been known to stretch the minds of his audiences and provide relevant and effective training solutions in a practical setting.

51canfitpro November/December 2022

HELP CLIENTS OVERCOME BARRIERS TO ACHIEVE THEIR GOALS

IDENTIFYING CURRENT STAGES OF CHANGE INCREASES THE LIKELIHOOD OF ACTING

WE ALL HAVE GOALS WE HOPE TO ACHIEVE WHEN IT COMES TO OUR HEALTH, FITNESS, OR PERSONAL DEVELOPMENT.

However, no matter how excitedly we begin pursuing these goals, inevitably, challenges arise that make even the firmest resolutions waver and progress stall.

Simply put, life often “gets in the way” of achieving our fitness dreams.

In pursuit of health or fitness goals, we often experience logistical, emotional, social, medical, or other unexpected barriers. It can be tempting to shout easy slogans like “No Excuses!” to muscle through challenges with sheer willpower

alone. However, gaining a deeper understanding of the psychology behind barriers to change is essential for fitness coaches to effectively support clients from a more foundational, practical, effective approach that far outlasts fluctuations in willpower.

Understanding the Stages of Change One of the most important theories that all fitness coaches should be familiar with is The Transtheoretical Model of Behavior Change or the Stages of Change Model.

Essentially, in order to make any significant behavior change (like starting a new workout routine), individuals move through five stages of readiness:

1) Pre-Contemplation (“Not there yet.”): No intention of making change.

2) Contemplation (“Thinking about it.”): We are aware there is a problem and change is warranted, but we have not yet committed to a plan or action.

3) Preparation (“I have a plan!”): We have intention and plan to make change.

4) Action (“I’m doing it!”): We begin to actively modify our behavior and take steps towards our desired outcome.

5) Maintenance (“I’m keeping it up!”): We experience sustained change as we continue our desired behaviors. Often, this cycle is interrupted by a sixth stage;

GOAL SETTING
canfitpro November/December 202252

6) Relapse (“I fell off-track.”):

Resorting to old patterns of behavior and halting progress. The cycle restarts again.

Everyone you meet aiming to make a change or pursue fitness goals is at a different stage of readiness, which influences physical activity levels.

A successful coach assesses and identifies the current stage of change their client is at, aiming to help them transition to the next stage of readiness. This mindset work is worth focusing on—simply helping a client move to the next level of readiness for change can double their likelihood of acting!

In the pre-contemplation stage, it is helpful to educate clients on the benefits of exercise and the personal costs

accrued from an inactive or sedentary lifestyle. In this stage, individuals often demonstrate defensiveness, denial, or demoralization. For example, individuals may say, “I already move around a lot all day, I don’t need to exercise much,” or “There’s just no way I can exercise with my schedule!” or “I’m just not motivated at all.”

In this stage, traditional fitness slogans like “Just do it!” are often ineffective.

A client in this stage needs to be educated and convinced that exercise should be their priority. Motivational interviewing cognitive-behavioral techniques can help coaches identify a client’s personal thoughts, values, and feelings to challenge their existing beliefs about exercise. If a coach finds a client is uninterested in exercise, they must pause and realize they cannot force their client into a motivated state. Instead, they can have a conversation with their client about the client’s true personal goals and values. For example, if a client says that they love their family most of all, the coach can help them understand how fitness will keep the client energetic and healthy, so they have more to give of themselves to their family long-term. The coach is now aligning fitness with the client’s deeper values and objectives, thus elevating their motivation to exercise and readiness for change.

In the contemplation stage, clients are aware of the benefits of exercise, but are also focused on the limitations and challenges that make change difficult. This can manifest as a lack of commitment or constant “excuse-making”. For example, clients may always have a reason they could not exercise, such as “I had a lot going on this weekend,” or “My kids always keep me preoccupied,” or “I’m just so busy at work, I can’t fit it in.”

In this stage, coaches should help the clients develop practical solutions and alternatives to overcome roadblocks. Coaches can explore scheduling options in which exercising can fit easily into their schedule, introduce low-barrier-toentry no-equipment or short workouts, or brainstorm family-friendly physical activities. Coaches can also continue to use motivational techniques to help clients increase the importance and value of exercise to “outweigh” the difficulties. Coaches can help clients think of people in their life they find inspirational who make health and fitness part of their life despite challenges, as well as examples of how poor health negatively affects quality of life.

In the preparation stage, clients have a plan and intend to change. Traditional messaging and encouragement (“Just start, you can do it!”) is finally appropriate and helpful. Ample support and encouragement are needed to kickstart action from coaches, family members, peers, and friends. Coaches should support clients with fitness plan adjustment and monitoring, as well as making contingency plans to anticipate hurdles.

In the action stage, clients are exercising regularly and making positive changes! Clients should be encouraged to anticipate difficult situations, holidays, and other scenarios, to protect their budding exercise habit. Clients should also be reassured small slip-ups or missed days are not a big deal; encourage them to keep overall trends consistent and positivity levels high. When workouts are missed, evaluate, and learn from mistakes to course-correct in future and keep momentum going.

In the maintenance stage, continue practicing these strategies to support clients long-term and prevent relapse. Stressful life situations can strike anytime and upturn any habit; monitor and adjust client plans accordingly to be realistic yet aspirational. For example, in a stressful situation such as job loss or medical challenges, work with your client to modify their workout plan to be appropriate. In the case of a relapse, encourage the client to come back to foundational exercises in small, minimal, non-stressful ways to decrease the duration of “droughts”, or extended periods of inactivity. Relapses are normal; the goal is to return to the stages of change in an upwards cycle, so year by year, clients get closer to the lifestyle changes they want to make.

Amina Khan is the founder of Amanah Fitness, an online wellness community dedicated to providing health and fitness education to women of diverse cultural backgrounds. Amina is completing her PhD degree in Health Psychology and researching solutions to increase motivational development, diversity, and cultural inclusivity within fitness programming.
53canfitpro November/December 2022
PLAN FOR A MORE SUCCESSFUL YEAR WITH THESE FIVE AREAS OF FOCUS 2023: ACCURATE GOAL SETTING FOR BUSINESS SUCCESS GOAL SETTING canfitpro November/December 202254

Jessica H. Maurer the Senior Director of Instructor Development at FIT4MOM, where she provides extensive education and resources for all FIT4MOM branded formats. In addition to providing monthly sample classes and an extensive exercise library for each program, she curates and creates new learning experiences for the entire FIT4MOM nation, such as digital format certifications, educational courses on leadership and entrepreneurship, and consumer-focused brand awareness content.

LET US CARRY THOSE CAREER SPEED BUMPS INTO OUR PLANNING FOR NEXT YEAR.
55canfitpro November/December 2022

SURPRISING FACTS ABOUT SATURATED FAT

FOCUS ON DIETARY PATTERNS VERSUS SINGLE NUTRIENTS

OVER THE PAST FEW DECADES, SATURATED FAT HAS GOTTEN MIXED REVIEWS — IT WAS ONCE VILLAINIZED FOR CONTRIBUTING TO POOR HEART HEALTH, BUT FAST-FORWARD TO TODAY AND THE HEART AND STROKE FOUNDATION (CANADA) ENCOURAGES US TO CONSIDER OVERALL DIET QUALITY INSTEAD OF FOCUSING ON SINGLE NUTRIENTS, INCLUDING SATURATED FAT. SO WHERE ARE WE AT?

Here are three facts about how saturated fat currently fits into the Canadian diet, and why this nutrient should not be treated as all or nothing.

1. We are not eating too much saturated fat.

Nutrition advice often includes the mantra to eat less saturated fat—often by cutting back on red meat such as beef and pork—but

research shows that Canadians’ saturated fat intakes are in line with World Health Organization (WHO) recommendations.

The WHO recommends that saturated fat intake not exceed 10 percent of total energy intake. Based on the 2015 Canadian Community Health Survey, saturated fat accounts for approximately 10 percent of

NUTRITION
3 canfitpro November/December 202256

and this has

for the last 20 years.

TIP: When offering nutrition recommendations to your clients, it is often better to tell people what to add to their plate rather than what to take away. In the case of saturated fat, however, cutting back on nutrientpoor, highly processed foods is a sensible first step.

3. Saturated fat is a natural part of many healthy foods. Many foods contain some saturated fat as part of their “fat mix”—even foods we think of as containing “healthy fats”. For example, 15 percent of the fat in an avocado is saturated, and for salmon, it is 21 percent!

What is a balanced plate?

2. Almost half of our saturated fat comes from processed foods. If you think you are getting more than 10 percent of your daily energy intake from saturated fat, you could cut back. Where should you start?

A review of the Canadian Community Health Survey revealed that almost half (44.3 percent) of our calories from saturated fat come from foods not included in Canada’s Food Guide— typically higher-calorie, low-nutrient processed foods like baked goods, fast food, and frozen prepared food. In comparison, unprocessed red meat accounts for nine percent of calories from saturated fat, and dairy makes up 23 percent.

Surprised? The truth is that naturally nutrient-rich foods are not the main source of saturated fats in the Canadian diet. If you are looking to cut back on saturated fat, it makes sense to start with the foods that are not benefiting your health.

Sources of Saturated Fat in the Canadian Diet

These are both healthy, wholesome foods, and these examples demonstrate that foods are complex and more than just the sum of their parts. Consider this breakdown of the fats in beef.

Saturated Fat Content of a Variety of Foods

Also sometimes called a “healthy plate,” this approach aims to fill up a plate with whole and minimally processed foods in proportions that support good health: one half veggies/fruit; one quarter protein such as fish, beans, nuts, meat, yogurt, and tofu; and one quarter grains such as brown rice, barley, quinoa, and oats. Ultra-processed foods such as sweet drinks, sweetened baked goods, chips, and fast food can be enjoyed in small amounts, less often.

Yes, this seems like basic nutrition advice everyone should know and follow, but the reality is that most Canadians are not eating this way. For example, most Canadians do not eat enough vegetables and fruit. Many are short on key nutrients such as iron, calcium, vitamin A, and more.

Contrary to popular belief, beef contains more unsaturated fat than saturated fat. In fact, more than 50 percent of the fat found in beef is unsaturated, the type of fat to focus on when striving for a healthy diet.

What does this mean for health educators?

The Heart and Stroke Foundation’s position statement on saturated fat says it is better to focus on dietary patterns versus single nutrients, even saturated fat. A practical approach is to encourage your class participants and clients to build a “balanced plate”.

Your clients need practical, timesaving tips and easy, healthy recipes to help them put this advice into practice—that is what is going to move the dial on better health, not zeroing in on any one nutrient.

Carol Harrison is a registered dietician who loves her daily workouts! She has a food nutrition communications company in Toronto. For more dinner inspiration and meal planning tips, follow Carol on Instagram and Twitter @CarolHarrison.RD

Canadians’ total energy intake,
remained stable
All other foods 44.3% All other calories 89.6% Whole grain foods 2.5% Vegetables & fruits 5.4% Fresh red meat 9% Other meat & alternatives 15.5% Calories from SFA 10.4% Milk & alternatives 23.2%
Calories
from Saturated Fat Source: PMID 31438574
All other foods 44.3% Whole grain foods 2.5% Vegetables & fruits 5.4% Fresh red meat 9% Other meat & alternatives 15.5% Milk & alternatives 23.2% 9/8/22 1:53 PM Page 1
Source: Statistics Canada. 2018. Customized analysis of 2015 Canadian Community Health Survey - Nutrition data.
% Daily Value (sum of saturated fat + trans fat) 0 20 30 40 50 60 70 Atlantic Salmon (Raw), 125 g Strip Loin Steak (Trimmed, Raw), 125 g Eggs (2 Large Whole), 100 g Milk 2%, 250 mL Milk 3.25%, 250 mL Yogurt (Plain Greek 8-12% M.F.), 175 g Kefir (2-3.9% M.F.), 175 g Buttermilk, 250 mL Cheddar Cheese, 30 g Mozzarella, 30 g Butter, 10 g Coconut Oil, 10 g Serving sizes based on Health Canada's Table of Reference Amounts for Food (2016). Nutrient values rounded according to Canadian nutrition labelling regulations. Health Canada. Canadian Nutrient File, 2015. Food Codes: Salmon (3182), Strip Loin (6107), Eggs (125), 2% Milk (61), 3.25% Milk (CNF 113 for SFA value, USDA NDB #1077 for trans fat value), Greek Yogurt (6982), Kefir (6291), Buttermilk (5487), Cheddar Cheese (119), Mozzarella (CNF 35 for SFA value, Black Diamond brand label for trans fat value) Butter (118), Coconut Oil (420). Saturated Fat Content of a Variety of Foods_Chart.qxp_Layout 1 9/8/22 1:44 PM Page 1
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57canfitpro November/December 2022

TROIS FAITS SURPRENANTS À PROPOS DESGRAS SATURÉS

lesquelles ce nutriment ne devrait pas être complètement éradiqué de notre alimentation.

Au cours des dernières décennies, le gras saturé a fait l’objet de critiques contradictoires. Autrefois accusé de contribuer à une mauvaise santé, la Fondation des maladies du cœur du Canada nous encourage aujourd’hui à considérer la qualité globale de nos habitudes alimentaires plutôt que de s’attarder aux nutriments pris individuellement, il en va de même pour les gras saturés. Où en sommesnous aujourd’hui ?

Voici trois faits concernant la place des gras saturés dans l’alimentation canadienne, et les raisons pour

1. Nous ne mangeons pas trop de gras saturés

Les conseils nutritifs répètent à outrance que nous devrions manger moins de gras saturés (souvent en réduisant la quantité de viande rouge comme le bœuf et le porc), alors que les recherches démontrent que la consommation canadienne en gras saturés est conforme aux recommandations de l’OMS (Organisation mondiale de la santé).

L’OMS recommande que la consommation de gras saturés ne doive pas excéder 10 % de notre

apport énergétique. Selon l’Enquête sur la santé dans les collectivités canadiennes (ESCC) de 2015, les gras saturés comptent pour environ 10 % de l’apport énergétique total des Canadiens, et cette donnée est demeurée stable au cours des 20 dernières années.

ATTARDEZ-VOUS
À VOS HABITUDES ALIMENTAIRES PLUTÔT QU’À CHACUN DES ALIMENTS INDIVIDUELLEMENT.
NUTRITION
AU COURS DES DERNIÈRES DÉCENNIES, LE GRAS SATURÉ A FAIT L’OBJET DE CRITIQUES CONTRADICTOIRES.
Calories provenant de gras saturés
Source: PMID 31438574
canfitpro November/December 202258

Si vous pensez que plus de 10 % de votre apport calorique quotidien provient de gras saturés, vous pourriez en consommer moins. Mais par où commencer ?

Une étude de l’Enquête sur la santé dans les collectivités canadienne a révélé que presque la moitié (44,3 %) des calories générées par les gras saturés provient d’aliments qui ne sont pas inclus dans le Guide alimentaire canadien, habituellement des aliments transformés plus caloriques, moins nutritifs comme les pâtisseries, l’alimentation rapide, et les repas congelés prêts à manger.

Lorsqu’on compare, la viande rouge non transformée représente 9 % des calories provenant des gras saturés alors que les produits laitiers en représentent 23 %.

Surpris ? La vérité, c’est que les aliments naturellement riches en nutriments ne sont pas la principale source de gras saturés dans l’alimentation des Canadiens. Si vous voulez réduire votre consommation de gras saturés, il faut commencer par réduire les aliments qui ne sont pas bons pour votre santé.

3. Le gras saturé fait naturellement partie de plusieurs aliments sains

Plusieurs aliments contiennent une certaine quantité de gras saturés, même les aliments que nous pensons contenir des « bons gras ». Par exemple, 15 % du gras d’un avocat est saturé. Dans le cas du saumon, ce pourcentage atteint 21 % !

Voilà pourtant deux aliments sains et complets qui démontrent que les aliments sont complexes et plus que la simple somme de leurs parties. Dans le tableau suivant, jetez un coup d’œil à la quantité de gras contenue dans le bœuf versus les autres aliments.

En quoi consiste une assiette équilibrée ?

Gras saturés des aliments

Parfois aussi appelée « assiette santé », cette approche vise à inclure dans votre assiette des aliments entiers et peu transformés dans des proportions qui favorisent une bonne santé : la moitié de fruits et légumes, un quart de protéines comme du poisson, des légumineuses, des noix, de la viande, du yogourt, et du tofu ; et un quart de grains comme le riz brun, l’orge, le quinoa, et l’avoine. Les aliments ultra-transformés comme les boissons sucrées, les pâtisseries, les croustilles, et les aliments vendus en restauration rapide doivent être consommés en petites quantités et moins souvent.

CONSEIL : Lorsque vous offrez des conseils nutritionnels à vos clients, pensez à leur suggérer des aliments à ajouter à leur assiette plutôt que de leur dire quoi enlever. Cependant, dans le cas des gras saturés, réduire les aliments hautement transformés et pauvres en éléments nutritifs semble être la première étape sensée.

Contrairement à la croyance populaire, le bœuf contient plus de gras insaturés que de gras saturés. En fait, plus de 50 % des graisses trouvées dans le bœuf sont insaturées, le type de gras que nous devons favoriser lorsque nous ciblons une alimentation saine.

Qu’est-ce que cela signifie pour les éducateurs en matière de santé ?

La position de la Fondation des maladies du cœur quant aux graisses saturées indique qu’il est préférable de se concentrer sur les habitudes alimentaires plutôt qu’à chacun des nutriments individuellement, il en va de même pour le gras saturé. Encourager les participants à vos classes et vos clients à constituer une « assiette équilibrée » constitue une approche pratique.

Effectivement, ce sont là des conseils nutritionnels de base que tout un chacun devrait savoir et respecter, mais la réalité est que la plupart des Canadiens ne se nourrissent pas de cette façon. Par exemple, la plupart des Canadiens ne consomment pas suffisamment de légumes et de fruits. Plusieurs ont des carences en nutriments clés comme le fer, le calcium, la vitamine A, et plus.

Vos clients ont besoin de conseils pratiques et de recettes saines et faciles qui leur permettront de gagner du temps et de mettre ces recommandations en pratique ; c’est cette approche globale qui leur permettra d’atteindre un objectif santé, pas cibler un seul nutriment.

Carol Harrison est une nutritionniste diplômée qui adore ses entrainements quotidiens ! Elle possède une entreprise en communication de l’alimentation à Toronto. Pour plus d’idées de repas et de conseils pour la planification de repas, suivez son Instagram et son compte Twitter @

CarolHarrison. RD

2. Presque la moitié des gras saturés provient d’aliments transformés
Les sources de gras saturés dans l’alimentation canadienne Source : Statistiques Canada 2018. Analyse personnalisée de l’Enquête sur la santé dans les collectivités canadienne — Données nutritionnelles
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59canfitpro November/December 2022
THE THINGS YOU LEARN IN YOGA CAN TAKE YOU FAR BEYOND THE MAT TRANSFERRABLE SKILLS FROM YOUR YOGA PRACTICE MIND BODY 4
Samara Dawn, National Training Director for Oxygen Yoga
& Fitness canfitpro November/December 202260

THERE ARE MANY DIFFERENT WAYS WE CAN LEARN ABOUT OURSELVES.

While education may often be thought of as something that happens in the classroom, there is plenty to be learned in the yoga studio as well. Learning yoga as a practice itself can be a benefit - learning a new skill can help us keep nimble by developing our brains and encouraging self-discovery. In addition to the inner peace you can find on the yoga mat, here are some ways you can bring your learnings from yoga into your day to day life.

Listen to Yourself

In yoga, how far you push into a stretch or when you sit one out is all meant to be based on how your body is feeling In a world where so much of our lives are controlled by earning and achieving, it can be a novel experience to get in touch with what feels good to us, or what we know is best for us. Try carrying this practice with you outside of yoga. What friendships feel good to you? Will you be more productive if you work for another hour or if you give your body the rest it needs? Listening to your body can be easier said than done, but the time you have spent building this skill on the mat is as good a start as any.

Take Your Time

Unlike some higher intensity cardio workouts, many yoga practices adopt a slower pace as they guide you through your class. As many first time yoga students will learn, this can be deceivingly hard, but also incredibly rewarding. Holding poses for longer can help us build strength and work on our alignment. The same strategy can be used in our lives. Taking the time to really live in the moment or giving a problem the attention it deserves might also surprise you and bring good in unexpected ways.

Stay Grounded

As you advance in your practice to more challenging asanas, you will encounter times when you are trying to keep yourself from tumbling out of a pose. Take, for example, a pose like dancers pose where one leg is extended high in the air. Essentially, you will learn that while the leg you are lifting may, at first, seem like the thing that would take the most focus, the leg you have supporting you is at least as important if not more so. If you do not think about what that leg is doing, you will likely find yourself struggling to balance. Think of how this could apply to your support system. Your fun vacation or new promotion might be the thing drawing your focus but it is the people that are there with you that really make the difference.

Advance your skills and yoga practice with Oxygen Yoga & Fitness 200 hour Yoga Teacher Training, the only one that includes a dynamic fusion component.

Focus on Your Breathing

For being one of the most essential human activities, breathing can be awfully hard for us. Breathwork plays an integral role in yoga, connecting us to our inner and physical selves as well as the rest of the world. Breathing can affect many areas of our life, like focus and digestion. Remind yourself to check in on your breath throughout the day. Are you holding your breath when you get stressed out? Are you breathing as deeply as you could be? Do yourself a favour and check to see if you are getting the oxygen you need.

Oxygen Yoga & Fitness is Canada’s Original FAR Infrared Yoga & Fitness Studio offering a unique blend of fitness yoga fusion alongside an in-house 200hr Yoga Teacher Program, as well as Fusion Training for instructors. Visit OYF online for more information about franchising opportunities.

LISTENING
TO YOUR BODY CAN BE EASIER SAID THAN DONE, BUT THE TIME YOU HAVE SPENT BUILDING THIS SKILL ON THE MAT IS AS GOOD A START AS ANY.
61canfitpro November/December 2022

THE SNOWBALL EFFECT OF BURNOUT FOR FIT PROS

ORGANIZATIONAL DEVASTATION AND INDIVIDUAL BURNOUT

HEALTHY LIVING
canfitpro November/December 202262

Employers are experiencing:

1. More than one in four Americans delayed routine health care appointments.

2. Fear and fatigue have had cumulative effects on chronic health conditions.

3. High blood pressure and diabetes can develop undetected and so for employees who have missed annual well visits, the future impact on their health can be devastating.

4. CDC forecasts that by 2030, 50 percent of Americans will have a BMI of 30 percent or greater (Obesity).

5. American Psychological Association has recently reported that one in five Americans are burned out.

6. Benefits Pro reported the cost of care per employee for health care coverage is projected to be $13,800 for 2023, with a projected 6.5 percent increase year over year.

Employees are reporting the following:

1. Decrease in mental health (42 percent).

2. Decrease in social well-being (41 percent).

3. Decrease in financial security (32 percent).

4. Decrease in physical health (29 percent).

The burnout rate and the decreasing health of North American employees is clearly manifesting in the way that employees feel about their productivity and satisfaction in their jobs.

And as such, the Great Resignation is upon us. Quiet Quitting is now upon us. And it is forecasted by Microsoft that 50 percent of employers will mandate that employees return to work in-person at some level before the end of 2022.

And why does this matter?

Burnout will be further impacted with return-to-work mandates, adapting to ever changing models of hybrid work, changing personal care routines, childcare needs and providing care to loved ones in their family.

The cost of employee attrition is not sustainable when the cost of replacing an employee can range from 25 to 50 percent of their annual salary.

are on the right path and be sure to explore health benefits available to you at work within your benefit plan. Put your life vest on first if you are a leader. You cannot pour from an empty vessel!

What are some strategies to recover while working (be well at work)?

• Prioritize self-care and talk about it.

• Create a weekly plan of self-care.

• Take regular mental breaks during your workday.

• Move every hour on the hour.

• Get outside, make time for nature and vitamin D during your workday.

• Have an accountability buddy to help you stay on track with improved daily habits.

The stress of the pandemic coupled with anxiety around return-to-work plans is further causing a drop in employee productivity. Depression, anxiety, chronic diseases, musculoskeletal issues such as tech neck, low back pain, and circulatory issues are presenting with so many sitting for hours on end at their desks.

One of the biggest challenges for the fitness industry in North America right now is recruiting talent, retention of talent, and employee satisfaction at work.

The world needs our health/fitness/ wellness staff to be healthy and well to provide programs, products, and services to the 80 percent who remain unengaged in their health and wellness and to prevent burnout; if at all possible!

So, as an owner/operator, manager, or fitness professional – what do you do if you think you are suffering burnout?

Always work in partnership with your primary care provider to be sure you

Join Teany Hidalgo and Debbie Bellenger on Friday November 4th at 10:30 a.m. at the canfitpro 2022 Business & Leadership event for a deeper dive into this topic!

Debbie Bellenger, MA is the solopreneur of Body By Definition, providing Advisory Services to individuals and organizations who wish to add wellness programming to their menu of services and offerings. She has created an On Demand Education library for Fit Pros. Debbie has 23 years as a Wellness Director for two hospital systems in SC and NC.

debbiebellenger.com

Teany Hidalgo is a Burnout and Purpose Coach, speaker, and author of Purpose Driven Revolution. She has 22+ years of experience in Corporate America as a leader in user experience design, hiring, training, and supporting staff. Her passion as a burnout recoveree is to support the purposeful transformation of working women, corporate employees, and entrepreneurs.

teanyhidalgo.com

THE PANDEMIC HAS HAD A DEVASTATING IMPACT ON THE HEALTH OF THE WORKFORCE AND ITS EMPLOYEES!
ONE OF THE BIGGEST CHALLENGES FOR THE FITNESS INDUSTRY ... IS RECRUITING TALENT, RETENTION OF TALENT, AND EMPLOYEE SATISFACTION AT WORK.
63canfitpro November/December 2022

ASK THE RIGHT QUESTIONS OF YOUR SENIOR CLIENTS

OUTCOMES

IN THE WORLD OF MEDICAL AND MAINSTREAM FITNESS, ASSESSMENT METHODS AND TOOLS ABOUND.

We like to pre-test and post-test and record our findings to show positive change toward the betterment of our clients’ general health. But what about their well-being? Are we asking them how they are really doing on that day

and in general? Should we probe further, or would that be invasive and make our older client feel uncomfortable and interrogated?

These are the questions we need to ask ourselves as trainers before we begin our journey with 65+ clients. We need much more information than just the basic anthropometrics and test performance baselines to be successful

in coaching and educating for positive outcomes.

We must find out what motivates them, what holds them back, and what they value in life. This is the foundation from which we begin facilitating successful change toward better health, vitality, and optimal aging.

PROPER INTERVIEWING
LEADS THE WAY
FOR POSITIVE
ACTIVE AGING canfitpro November/December 202264

Before a training program is ever developed, we must know who we are working with on a biopsychosocial level. This model of questions and assessments is based on the biopsychosocial model proposed by Dr. George Engel in 1977. According to Engel’s model, a person’s biological, social, and psychological factors are all intertwined, and these factors also

influence general well-being. In other words, a person’s body and mind are not separate entities. What we understand about mindset and self-efficacy applies to the geriatric population more than any other demographic. These clients must be intrinsically motivated toward change. They will make better choices and comply to commit to regular exercise and healthy nutrition more eagerly when they feel compassionately “understood” from the inside out. They know very well that they are not just a physical body under the forces of biological aging and functional decline.

With decline comes fear. With fear comes doubt. Doubt can inhibit progress or even prevent someone from starting at all. If they are having these feelings you need to know, and it is okay to gently ask.

Asking the right questions opens the door to answers that will reveal the doubts and fears that have been holding them back, and this paves the way to exploring for solutions. We cannot change what we do not acknowledge. We must address the psychological issues and adjust the protocols to suit the needs and desires of the older adult first. This builds client/trainer trust, and this partnership is a powerful motivator toward making better choices and lifestyle changes that can improve the older adults’ health and well-being.

Often our older adult clients do not know what they do not know, and proper interviewing leads the way to addressing their unique needs and circumstances. Asking the right questions early in the training process helps trainers help their clients establish a sound WHY or purpose for change and is one of the most effective techniques a trainer can implement when getting started with a new geriatric client.

Finding a good set of questions to gather this critical information can be challenging. There are several examples to draw from that follow the biopsychosocial model. One resource that is very comprehensive is the EASYCareTM Assessment Questionnaire found online. It is quite lengthy. However, it shows a diverse sampling of questions, and can be a useful guide for trainers wanting to develop their own questionnaire.

So, we must ask the right questions in the beginning to set the tone, tailor the program, and address the needs of the client. It should not stop there. Communication should be ongoing throughout the programming to allow the trainer to adjust as needed to create the best experience possible for geriatric clients every time they meet with us. This in turn will create positive outcomes both physically and emotionally and foster a happy, healthy, and optimally aging adult.

Expand your services as a Geriatric Fitness and Lifestyle Specialist

With a large segment of the 65+ population having one or more chronic diseases, they seek guidance from fitness professionals who are knowledgeable in exercise, nutrition, and lifestyle principles that can help them improve functional mobility, while also preventing and managing chronic conditions to live their highest quality of life.

The Geriatric Fitness and Lifestyle Specialist online course will give you insights, strategies, and tools to be a successful health professional in this rapidly growing market.

You can save 25 percent on the 17-hour online course by entering coupon code canfitpro25 during checkout. To view full course details, visit medfitclassroom.org/ product/geriatric-fitness-and-lifestylespecialist-online-course/

• The course is an online, self-study course. Start and complete at your own pace.

• Payment plan available at checkout.

• Approved for 4 CECs (Continuing Education Credits) by canfitpro.

Holly H. Benson is a veteran in the Recreation and Fitness industries with over 35 years of administrative and technical experience. She currently owns and operates Moving Strong Medical Exercise, LLC in Lakewood, Colorado and provides in-home and virtual fitness training to older adults and persons with chronic medical and orthopedic conditions.

65canfitpro November/December 2022
1-800-667-5622 | canfitpro.com This is an online program. 4 FIS 4 PTS 4 HWL CECs upon completion. STRESS RESILIENCY CERTIFICATE COURSE HAVING TROUBLE SLEEPING? OVERWHELMED? BURNT OUT? Equip yourself with the tools to handle stress and recharge body and mind. Find out more at canfitpro.com/stress-resiliency
Visit canfitpro.com/fma for details. Anatomy Review Mobility and Fascia Static Postural Assessment Dynamic Postural Assessment Myofascial Systems Both live and online course options are available.

WE DARE YOU TO KEEP UP

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