patients need personal trainers: how personal training can impact millions
The fitness professional in the post-medical and postrehabilitation space has more potential clients than they could hope to serve.
training clients with arthritis
Training the arthritic client requires a much greater depth of knowledge than simply adjusting weights, repetitions, or time.
getting to yes! Marketing
Strategies to Help People Invest in their Health
Good marketing is about helping people invest in something they’ll be glad they did.
break it down: kiss principle (keep it simple for seniors)
When we are working with senior clients, one of our objectives is educating them, we must be cognizant that the lesson material must be “dosed-out” in absorbable amounts.
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patients need personal trainers
How personal training can impact millions
In the United States, 11.2 million people were diagnosed with obesity and/or diabetes over the last year.1,5 These are primary risk factors leading to stroke and total joint replacements, adding another 8 million people per year.6,7 This means that the fitness professional in the post-medical and post-rehabilitation space has more potential clients than they could hope to serve. The question is how to reach them and build a business around these problems.
The fitness professional in the postmedical and postrehabilitation space has more potential clients than they could hope to serve.
Personal Trainer and marketer Joe Lemon has some advice. Two primary problems for trainers trying to innovate this post medical/rehabilitation space are trust and visibility. Both these problems are interrelated and so deserve to be tackled for this space to become profitable.
Less than 50% of physicians suggest patients go to a gym. Even less (20%) recommend a personal trainer.4 But the question is, why? First, we found a general ignorance of what personal trainers can do for their clients and, secondarily, if personal training was a safe, effective modality. This is partially due to a lack of standardization in personal training education and regulation across the USA. In addition, until recently, there has been a lack of specific training for fitness professionals in the medical fitness space that can be understood and trusted.
Even for those exceptional personal trainers who do provide the training to address specific clients’ post-medical/rehabilitation needs, there is a gap between their skills and clinicians’ knowledge that they exist. Joe has practical advice to close that gap and create a bridge to clinicians.
First, identify who these clinicians are. Sports medicine, orthopedic surgeons, neurologists, bariatric doctors and primary care physicians are all viable referral sources. Network and get to know someone who can make personal introductions for you directly to the doctor or their assistant or office manager, who is often the gatekeeper of the practice. Once you get the opportunity to talk to them, give them tangible, always take a pamphlet explaining your qualifications, education, and process. Providing them with hard copy printouts from the MedFit websites ( medfitnetwork.org and medfitclassroom.org ) are the most accessible sources of information you could use. And always, leave them with the material they can give their patients that link directly back to you in the form of business cards and pamphlets/brochures.
Lastly, get out and talk about what you do. Remember, communication is 7% what you say
where 38% how you speak it, and 55% your body language. 3 Getting in front of people these days is easier now than ever. Schedule talks at gyms and coffeehouses, video it, and post it online. The more you talk passionately about what you love doing, the better. Connect with your potential client recruit them to be your spokesperson to their physician for you.
Dr. Grove Higgins is a chiropractor, rehabilitationist, soft tissue injury expert, researcher, anatomy instructor, biomechanist, human performance expert, speaker, and corporate health consultant. In 2015, Dr. Higgins co-founded Neuroathlete to more broadly deliver neurological training to a global audience.
References
1. (CDC), U. D. (2021). 2020, National Diabetes Statistics Report.
2. Lemon, J. (2021). Business Development, Market Research, & Strategic Partnerships. (G. Higgins, Interviewer)
3. Michail, J. (2020, 8 24). Strong Nonverbal Skills Matter Now More Than Ever In The “New Normal”. Retrieved from Forbes: https://www.forbes.com/sites/forbescoachescouncil/2020/08/24/strong-nonverbal-skills-matter-now-more-thanever-in-this-new-normal
4. Pojednic, R., Bantham, A., Arnstein, F., Kennedy, M., & Phillips, E. (2018). Bridging the gap between clinicians and fitness professional: a challeng to implimenting exercise as medicine. BMJ Open Sport & Exercise Medicine, 1-5.
5. CDC f. (2021, 3 1). National Center for Health Statistics. Retrieved from Centers for Disease Control and Prevention: https://www.cdc.gov/nchs/hus/contents2019.htm#Table-021
6. Springer, B. D. (2021). Highlights of the 2020 American Joint Replacement Registry Annual Report. Arthroplasty Today, 9, 141-142.
7. Stroke. (2021, 5 25). Retrieved from Center for Disease Control and Prevention: https://www.cdc.gov/stroke/facts.htm
training clients with arthritis
According to the CDC, during 2019-2021, 1 in 5 adults in the United States experienced doctor-diagnosed arthritis. Since then, the number has consistently increased! The latest statistics from health.gov estimate the number of reported arthritis diagnoses is now 1 in 4, which is not only a leading cause of disability, but also a significant driver of economic costs.
As a certified fitness professional, you have
proven you can provide modifications and options to “the average client” based physical assessments, client intake forms, and current fitness level. However, training the arthritic client requires a much greater depth of knowledge than simply adjusting weights, repetitions, or time. If 1 in 4 adults has arthritis, then it is time for fitness professionals acknowledge that this demographic is “the average client!”
If 1 in 4 adults has arthritis, then it is time for fitness professionals to acknowledge that this demographic is “the average client!”
The fitness professional should be familiar with the most common forms of arthritis:
• Osteoarthritis: The MOST common form of arthritis that occurs when the cartilage breaks down around the joints due to overuse or a former injury. It is natural for the body to develop osteoarthritis as it ages due to the stresses put on the hip, knee, ankle, or shoulder joints due to a lifetime of activity.
• Rheumatoid Arthritis: This is an autoimmune disease diagnosed after blood tests for RA markers as well as other symptoms such as the symmetrical inflammation and pain in joints around the body, inflammatory effects on various internal organs, and a weakened immune system where the body is attacking the joints.
• Psoriatic Arthritis: An autoimmune disease that can be diagnosed through blood tests and symptoms may be like RA. One distinct symptom of Psoriatic Arthritis is that red or silvery rashes or dry skin patches may appear near the elbows, knees, or scalp.
• Ankylosing Spondylitis: This autoimmune disease can be identified with blood tests and shares similar symptoms with RA. However, this form of arthritis is known to affect the spine, specifically the lower back and hips. If left untreated, inflammation may lead to intense pain while moving, standing, sitting, or even lying down.
Safely and effectively working with arthritic clients means that you must have a deeper understanding of the various forms and symptoms of arthritis. In addition, it is paramount to know how arthritis can affect major joints throughout the body as well as internal organs such as the heart and lungs.
In addition, the effects of arthritis are unique to everyone, so understanding some of the
symptoms that may need to be addressed before starting any fitness program should include questions about:
• Joint inflammation
• Pain level
• Breathing problems
• Numbness or tingling in arms, legs, hands, or feet
• Skin rashes/bruising
• Digestive problems
• Overall mood/emotional health
What a fitness professional should also understand is that exercise, movement, and simple lifestyle changes can be extremely beneficial when it comes to managing and reducing the onset of symptoms. Learning more about the relationship between inflammation brought on by excess stress, poor sleep, hydration, nutrition, and even medications, all play a key role in how the body reacts to arthritis.
One of the best ways to help train your clients with arthritis and stave symptoms is to better educate yourself or specialize as an Arthritis Fitness Specialist! Knowledge is power when it comes to preventing and fighting symptoms of arthritis!
Christine M. Conti, BA, M.Ed, is an international fitness educator and presenter. She is the CEO and founder of ContiFit and Let’s FACE It Together™ Facial Fitness & Rehabilitation, and co-host of Two Fit Crazies & A Microphone Podcast. She is the author of the MedFit Classroom Arthritis Fitness Specialist online course.
References
• Arthritis-Related Statistics. Center for Disease Control, CDC. (2024, May). Arthritis Related Statistics | CDC
• Mayo Foundation for Medical Education and Research. (2021, September 15). Arthritis. Mayo Clinic. Mayo Clinic Arthritis Article
• Office of Disease Prevention and Health Promotion, ODPHD. Arthritis- Healthy People 2030. (2024, May). Arthritis – Healthy People 2030 | health.gov
getting to yes!
Marketing Strategies to Help People Invest in their Health
Bill walked into my client’s fitness studio clutching two things: a book and a small piece of paper. With a sheepish look, he revealed, “My doctor gave me your book and this script to contact you. That was almost a year ago, and I haven’t gotten it done. Until now.”
After discussing his fitness goals and health concerns, Bill pulled out a pen and inked a check for a full year of private training
It took months to get him in the door… and just 15 minutes to close the sale.
What happened?
The Long Game
Good marketing is about helping people invest in something they’ll be glad they did. If you are selling a $40 product, the sale is relatively easy. But when you’re offering a lifestyle change, complex emotions are involved.
Bill delayed, but when he was ready, he knew exactly where to go and what to do. My client understood marketing for the long game.
Since our ideal prospects often encounter our message before they’re ready to buy, marketing for the long game focuses on two key strategies:
1. Helping prospects make a decision sooner.
2. Ensuring they choose you.
Inspire: Lead with Story
One of the most powerful devices in your marketing toolkit should be storytelling. Specifically, storytelling that creates the emotions you want your prospects to feel and associate with your offer: joy, hope, urgency, victory, etc.
It’s these emotions that drive our powerful unconscious mind to make conscious decisions that make us feel good.
What goes into a good inspiring story? My two favorite books on this topic are Michael Hauge’s Storytelling Made Easy and Donald Miller’s Building a StoryBrand.
The most critical elements shared in these books come down to four key points:
• Show your character is a normal person.
• Share the crisis that changed their thinking.
• Describe their journey with you as their guide.
• Show the reward of their victory.
Even a short 5-sentence testimonial can cover all four of these elements and drive your prospects’ desire to get started.
The more you share stories, the more you can inspire your audience with emotions they will associate with your brand for the long-term.
Encourage: Build Their Confidence
As a publisher, I encounter a lot of business authors who are anxious to write a 200-page
book filled with overwhelming details.
Features and facts great for a small portion of the population, but the vast majority of buyers get overwhelmed by analysis paralysis and walk away “to think about it for a little longer”.
Good marketing is educating your prospect to the point they’ve got the confidence to begin your process… but not so much that they gain a false confidence they should be able to do a version of it on their own.
If you truly believe your services offer value they can’t achieve without you, then make sure your marketing doesn’t imply they should try. Build their confidence in the benefits of your proven process, not the details or the data.
Equip: Help Them Start Simple
Overwhelmed people don’t buy, and confused people don’t start so if you want to make getting started easier, make it simple.
My team and I have been doing this for years within the fitness industry, using 100-page books explicitly designed to convert prospects into clients. The books are lead magnets, turning the authors into fitness authorities and local celebrities.
They educate without overwhelming; giving readers an idea of who they’ll meet at the studio, what to wear, what to take with them, what to eat (or not eat), and what to expect in their workout sessions (and why). Vital details that can
close a sale faster.
Now, think about your company.
Remove the fear-of-theunknown obstacle by showing potential customers exactly what to expect in their first few visits.
If you’re marketing online, demonstrate – screen by screen – the buying and login process before they click the “buy now” button.
When you clarify exactly what to expect and what to do first, you make the process easier.
And that matters.
Take the Lead
When you understand that marketing is a long game, it transforms your marketing strategy.
Spend time developing assets that stand the test of time; particularly those you can build once and reuse over and over.
An inspirational talk (or webinar), a compelling book, and a thoughtful email onboarding campaign are all reusable assets that give you time to inspire, encourage, and equip people to say yes to life-changing decisions.
Nicole Gebhardt is the CEO of Niche Pressworks, a consulting and publishing services company for experts, speakers, coaches, consultants, and business leaders. She loves marketing, books, and key lime pie.
Online Learning for Fitness and Allied Health Professionals
Continuing education in the fitness & wellness industry is critical , and professionals working with clients with medical conditions, chronic diseases and the aging must have a higher level of knowledge and skill.
As part of the nonprofit MedFit Education Foundation, MedFit
Classroom was created to offer fitness and allied healthcare professionals online education to learn how to effectively and appropriately work with our aging population and those with medical conditions or chronic disease, to help improve quality of life.
Available Now on MedFit Classroom
WEBINARS
Professional education webinars, presented bi-monthly. Watch live or the recording at your convenience.
SPECIALTY COURSES
Online courses and programs to expand your education & services, and grow your client base. With over 20 specializations to choose from, MedFit Classroom offers the world’s most comprehensive library of medical fitness specialist certificate courses:
• Adaptive Fitness
• Alzheimer’s Disease Fitness
• Arthritis Fitness Specialist
• Cardiac REHAB Fitness
• Drug and Alcohol Recovery Fitness
• Type 2 Diabetes Fitness
• Fibromyalgia Fitness
• Foundations of Medical Fitness
• Geriatric Fitness and Lifestyle
• Joint Replacement Fitness
• Longevity Lifestyle and Fitness
• Medical Fitness Yoga
• Menopause Health and Fitness
• Multiple Sclerosis Fitness
• Obesity Fitness
• Orthopedic Fitness
• Osteoporosis Fitness
• Parkinson’s Disease Fitness
• Respiratory Disease Fitness
• Sports Medicine Fitness
• Stroke Recovery Fitness
• Weight Management Fitness
break it down kiss principle
Keep it Simple for Seniors
Teaching proper and biomechanically safe movement patterns takes a keen understanding of each pattern. What muscles and joints are involved? What skills are required for good execution? What deficiencies does the client have based on your preliminary movement assessments?
Begin with the simplest version of each fundamental movement pattern and build on the complexity and intensity slowly.
Begin with the simplest version of each fundamental movement pattern and build on the complexity and intensity slowly. Adjust accordingly, and encourage the client to give honest and precise feedback as they are learning. Find out if there is discomfort physically and/or psychologically. Adjust again.
You want your client to feel successful and excited about their accomplishments during the exercise session and overall. They need to feel confidence in their ability to learn and improve, and enjoy the learning experience while they get stronger and more functional. Learning to exercise properly and safely is hard work for our clients. We must progress them gradually and with well thought out, logical, and achievable
progressions. Knowing when they need to rest and reset is essential to building trust with the client, and creating a positive learning experience for them.
Fatigue and the Body/Brain Duo
It is critical that researchers consider the brain as well as the body when examining fatigue development and its impact on the body. By looking at brain and muscle function simultaneously, they will see that when participating in highly cognitive tasks, brain resources are divided which may speed up the development of physical fatigue. Processing and executing detailed and complex exercise instructions can accelerate the onset of body fatigue.
A study conducted by Ranjana Mehta, PhD., assistant professor at the Texas A&M Health and Science Center School of Public Health, evaluated the interaction between physical and
mental fatigue and brain behavior. The study showed that when we attempt mental tasks and physical tasks at the same time, we activate the prefrontal cortex of our brain. This can cause our bodies to become fatigued much sooner than if we were only participating in a physical task.1
When we are working with geriatric clients, and one of our objectives is educating them, we must be cognizant that the lesson material must be “dosed-out” in absorbable amounts. Keeping the instructions simple and concise for maximum understandability is advised. When combining actual physical movement with the processing and following the instructional cues, the client is working extra hard and fatigue can set in sooner than you had planned. You may notice them starting to lose attentiveness or move slower. They may abruptly stop what you have them doing. They may look a bit frustrated or flustered. They have detached from the workout experience. The brain is full. The body feels tired. They need a break.
Taking pause to re-assess and re-set allows time for the client to recover mentally and physically. It is also a good time for the trainer and client to decide how to adjust and move forward in the session. Switching to less physically demanding, easy-to-do exercises feels like a relief to the client. They experience ease and a sense of control as their body and mind restore.
You can resume the previous exercise if the client wants to. If they are done with that hard thing, they are done. Save it for the next session to practice or learn again, and celebrate the effort and attention that the client gave the exercise that day. Educate them on the facts surrounding fatigue levels after learning and practicing complex physical movement. Tell them the cognitive benefits of combining cognition with physical effort!
Guide Older Clients as a Geriatric Fitness and Lifestyle Specialist
Millions of people over age 65 looking for 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 certificate course will give you insights, strategies and tools to be a successful professional in this rapidly growing market. Learn how to be a valued part of clients’ continuum of care, working with the medical team to improve functional outcomes and positively impact people’s lives.
Holly H. Benson, BS, is a veteran in the Recreation and Fitness industries with over 35 years of administrative and technical experience. She holds two bachelor’s degrees, Corporate & Community Fitness and Recreation Administration, and numerous fitness certifications. She has developed thriving fitness programs for special populations and has passionately focused her career on the much older adult. She currently owns and operates Moving Strong Medical Exercise, LLC in Lakewood, Colorado.
References
1. Human Factors: The Journal of the Human Factors and Ergonomics Society This study was co-authored by Raja Parasuraman, Ph.D., professor of psychology at George Mason University in Virginia)
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Joint Replacement Case Studies: Examples of a Neurological Approach
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