Personal Fitness Professional June 2013

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2014 TRAINER OF THE YEAR: WIN OVER $17,500 IN PRIZES! SEE PAGE 7 JUNE 2013 WWW.FIT-PRO.COM

HELPING YOU PROSPER AS A FITNESS PROFESSIONAL

Strengthening our client connection with technology IS SKYPE-TRAINING HERE TO STAY?

Skype-based trainers are on the rise

ASSESS THE TRUTH

How effective are your client assessments?

JOURNEY TO SUCCESS

See how Holly Rigsby has leveraged the internet to create a Fit Yummy Mummy movement


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In an industry where word-of-mouth can be the difference between success and failure, let your expertise do the talking. Earning an ACE specialty certification in youth fitness, fitness nutrition, orthopedic exercise or a host of other areas will help you become known as the go-to personal trainer, group fitness instructor or health coach in your market. Be the expert your clients need and the guide potential clients want.

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PFP ONLINE Visit | www.fit-pro.com VOLUME 15 | ISSUE 4

FEATURES

PUBLISHER

josh vogt | josh@rbpub.com EDITOR

lindsay vastola | lindsay@rbpub.com MANAGING EDITOR

mike beacom | mike@rbpub.com CIRCULATION MANAGER

rachel spahr | rachel@rbpub.com PRESIDENT

chad griepentrog | chad@rbpub.com CREATIVE DIRECTOR

kelli cooke | kelli.c@rbpub.com CONTRIBUTING WRITERS

everett aaberg, lance brenn, marilyn gansel and denise posnack FEATURED COLUMNISTS

Need money to grow? Use technology! June exclusive web feature:

This is why “fit” happens. Successfully incorporate High Intensity Interval Training and Metabolic Resistance Training in your training programs.

POLL RESULTS What aspect of your fitness business is most challenging for you right now? 11.6% 21.2%

9.7% 13.2%

OUR ONLINE COLUMNISTS

Jump Start by Valorie Ness

Career Builder by Josh Bowen

Time management

NEXT POLL Visit : www.fit-pro.com to participate

What technology adds the most value to your business? a. Body composition software b. Client management software c. iPad/Tablet d. Smartphone apps e. Text messaging

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VIDEO Resistance training for busy moms

Send subscriptions to: By mail: PFP, P.O. Box 259098 Madison WI 53725-9098

Holly Rigsby maps out a quick and challenging at-home resistance training workout you can share with your clients who are busy moms.

Training Wheels

Raising your rates

Entrepreneur by Cabel McElderry

Functionally Fit by Brian Schiff

RB Publishing Inc. 2901 International Lane Madison WI 53704-3128 Tel: 608.241.8777 Fax: 608.241.8666 Email: rbpub@rbpub.com Print Subscription Information Subscriptions are free to qualified recipients: $36 per year to all others in the United States. Subscriptions rate for Canada or Mexico is $60 per year, and for elsewhere outside the United States is $80. Back-issue rate is $5.

EXTRA

43.9%

Attaining new clients Managing a team/employees Cash flow

Crowdfunding may be an easier option than you think.

greg justice, phil kaplan, bedros keuilian, robert linkul and tammy polenz

Generate unmatched excitement about what you have to offer and you'll attract a following of excited, raving fans. Generating the business at that point is the easy part!

SOCIAL MEDIA

Tel: 608.241.8777 E-mail: rbpub@rbpub.com Fax: 608.241.8666 Website: www.fit-pro.com Digital Print Subscription Information Digital Subscriptions to PFP are free to qualified recipients and may be ordered at www.fit-pro.com/subscribe. Reprints For high-quality reprints, please contact our exclusive reprint provider. ReprintPros, 949-702-5390, www.ReprintPros.com. All material in this magazine is copyrighted © 2013 by RB Publishing Inc. All rights reserved. Nothing may be reproduced in whole or in part without written permission from the publisher. Any correspondence sent to PFP, RB Publishing Inc. or its staff becomes property of RB Publishing Inc. The articles in this magazine represent the views of the authors and not those of RB Publishing Inc. or PFP. RB Publishing Inc. and/or PFP expressly disclaim any liability for the products or services sold or otherwise endorsed by advertisers or authors included in this magazine.

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PFP is published six times per year (Jan/Feb, March/ April, Spring 2013 Buyers Guide, July/Aug, Sept/Oct, Nov/Dec).

@PFP_FitPro

PFP (ISSN 1523-780X) [Volume 15, Issue 4] Published by RB Publishing Inc. 2901 International Lane, Suite 100 Madison WI 53704-3128, Tel: 608.241.8777 Periodicals postage paid at Madison WI and additional offices. Postmaster: Send address changes to: PFP | P.O. Box 259098 | Madison WI 53725-9098.


LETTER FROM THE EDITOR

FOLLOW TOTY

Lindsay Vastola | lindsay@rbpub.com

Valorie Ness | www.catalystfitness.com

Are you connected or just plugged in? Have you ever felt frustrated when you couldn’t connect to wifi at a café or airport? Your computer may be plugged in and operate perfectly, allowing you to format attractive documents and give you access to a range of programs that help you run your business efficiently. But our computers can feel quite useless when we’re not connected to the internet. The internet serves as the gateway to limitless resources and possibility. Being connected is what is the key … merely having a computer that is plugged in doesn’t serve much purpose. Likewise, our businesses can only be as strong as the connection we nurture with our clients. The fitness industry has found itself in a bit of a conundrum: as technology continues to offer more opportunities to serve our clients, we are confronted with the question of whether these advances are enabling or hindering our ability to truly connect with our clients in a meaningful way. With technology we have the opportunity to leverage our time and resources like never before. We can create membership websites to serve a greater number of clients simultaneously; we can use video conferencing platforms like Skype and Facetime to train clients from across the globe; by using social media and automated text messaging and email technology, we can constantly be in front of our audience. Technology advances in body composition analysis and metabolic testing can tell us more about a client than when calipers and scales were our only tools. But the question is: are you utilizing technology to foster meaningful connections with your clients, or merely using it to keep you plugged in to give them the bare minimum to keep them in your book? We must delicately balance the evolving technology available to us while not sacrificing what makes personal training “personal” – real connection with our clients. Our features in this issue all have a common thread: connection with our clients is imperative to success; how you uniquely connect is what will set you apart from the rest. 

 

Be inspired by our Journey to Success featured professional, Holly Rigsby. She has discovered how to leverage technology while creating meaningful relationships with her Fit Yummy Mummy brand. Denise Posnack, founder of MyBOD Wellness, shares with us how she makes the 2D Skype-training experience feel like she’s right there in her clients’ living rooms. Are your assessments offering a complete picture of your progress? Everett Aaberg, founder of Ortho-Kinetics, highlights the value of offering a comprehensive assessment.

Enjoy this digital edition of PFP magazine and don’t forget to apply for the 2014 PFP Trainer of the Year award with over $17,500 in prizes. The deadline to apply is approaching fast, July 19. This is an opportunity to showcase your achievements and contributions to the industry! Connected to you through fitness,

TOTY Top Tech Tips We caught up with 2013 PFP Trainer of the Year Valorie Ness and chatted about all things technology. See how she’s using technology to keep her on the top of her game… What technology can’t you live without? Truly, my iPhone. It’s my phone, email, calendar and internet when I’m on-the-go. How have you used technology to build your business? Catalyst Fitness is very involved with technology for managing our business. We have created a great presence on the web with an upto-date website and constantly updating our social media content. We use our iPads and the iMovie app to capture and record our observations from client assessments. Using iMovie, we then create a finished looking product to share with the client and their healthcare providers. For client management software, we use MindBody to keep track of leads, schedule their sessions, retail sales and billing. What do you consider technology “must-haves” for fitness professionals and which ones can we do without? Smartphone: manage our lives daily and stay connected. Online club management system: capable of billing, tracking member information and member usage. Laptop: allows work to be done anywhere. iPad: to use during the assessments for photos and videos. Portable wireless internet access (as a hotspot): vital to being able to work from anywhere. This also allows all staff and clientele to do the same. Ultrasound body composition measurement device: offers a true picture of what’s “inside,” to see the muscle and fat amounts on the human body. Heart rate monitor: ideally with average and maximum HR, calorie-tracking, pace and GPS feedback information. Where do you see the trends in fitness technology going? I can see technology advancements continuing in indoor training modalities that mimic outdoor activities such as cycling, whitewater paddling, rock climbing, swimming, etc. Would it not be awesome to have a 4D feel complete with wind in your face or water splashing?

JUNE 2013 | WWW.FIT-PRO.COM | 5


COnTEnTS

JUNE 2013

Strengthening our client connection with technology

FEATURES

OTHER Columns

Holly

08 Treadmill Talk

Rigsby

You can’t see the clients through the mirrors By Greg Justice

09 Top-Notch Training The techy trainer By Tammy Polenz

10 Boost Your Business How to systemize your business with technology By Bedros Keuilian

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Journey to Success: Committed to a crystal clear purpose A busy mom’s journey that began on a path to nowhere

10 Education Connection Online education: Tools to educate your training team By Robert Linkul

30 Be Better The other technology By Phil Kaplan

Departments 05 Letter from the Editor

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Are you assessing the truth?

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Offer your clients comprehensive assessments for optimal programming

Strategies for effectively training clients using online video

By Everett Aaberg

20

Liability release agreements:

Are they what you think they are? By Lance Brenn

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Making the 2D training experience 3D

By Lindsay Vastola with Denise Posnack

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The key to business success

Inspiring staff and clients with passion By Marilyn Gansel

Are you connected or just plugged in?

23 The Message 28 New on the Market 29 Events Calendar


Submit Your Application by July 19th!

[ IN PARTNERSHIP WITH www.clubindustryshow.com

[ SPONSORED BY www.spri.com

Trainer

www.bodymetrix.com

of the

Year 2014

www.theabscompany.com

www.acefitness.org

CURRENTLY, THE WINNER WILL RECEIVE OVER $17,500 IN DONATIONS AND PRIZES:

• Free Technogym ARTIS Bike • $700 SPRI gift certificate • Free round-trip flight to Club Industry 2013 in October in Chicago courtesy of SPRI* • Free BodyMetrix Professional System – Ultrasound Body Composition ($1,895 Value) • Free Ab Coaster ($1,500 Value) • Free ACE Health Coach Premium Study Bundle ($599 value) • Free VIP Package to Fitness Business Summit 2014 courtesy of PT Power ($1,200 value) • Free two-night stay at the Club Industry 2013 show hotel courtesy of PT Power • Free Catalyst Fitness Mentorship including 2.5 hours of postmentorship phone/online consulting ($2,049 value) • Free Catalyst Fitness Online Exam Prep Course ($299 value) • Free Catalyst Fitness Online Practical Skills Course and Fundamentals DVD Package ($549 value) • Free Vicore Core Bench ($795 value) • 2014 PFP Trainer of the Year trophy • Winner announced on stage at Club Industry 2013 • Cover and Journey to Success spotlight in November-December issue of PFP

www.technogym.com

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www.catalystfitness.com

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TWO RUNNERS-UP WILL RECEIVE:

• $150 SPRI gift certificate • Free Vicore Core Bench ($795 value) • Free Catalyst Fitness Online Exam Prep Course ($299 value) • Free Catalyst Fitness Online Practical Skills Course ($299 value) • Free Catalyst Fitness Fundamentals DVD Package - 5 Videos ($250 value) • Free round-trip flight to Club Industry 2013 in October courtesy of Catalyst Fitness* • Free two-night stay at the Club Industry 2013 show hotel

*One domestic round-trip ticket from your location to Chicago.

Look for updates on this year’s TOTY competition on Twitter (#TOTY2014) & Facebook.

Valorie Ness, 2013 PFP Trainer of the Year

www.fit-pro.com/traineroftheyear


TREADMILL tALK Greg Justice | www.aycfit.com

You can’t see the clients through the mirrors Most of my columns are inspired by direct conversations (treadmill talks) with my clients. This column was inspired by a recent conversation with one of my clients who frequently travels. She hired a trainer and commented that he was very good, “but there was something strange…like he was looking right through me.” I asked if there were mirrors on the other side and she said, “Yes, that’s it, he was looking at himself more than me.” Have you ever heard the saying, “You can’t see the forest through the trees?” In our industry, what applies is more like “You can’t see the clients through the mirrors.” To say there are some egos in our industry would be a huge understatement. Have you ever watched a trainer’s eyes glaze over as he listens to his client share details about his or her life? Remember the carpenter’s creed “Measure twice and cut once?” We need to adopt a similar creed in our industry … perhaps “Listen twice and speak once.” Listening to your clients – I mean really listening to your clients – is one of the most important traits of a good trainer. How many times have you seen a trainer walk into a gym with his client and immediately gravitate to every mirror in the place? Maybe it’s quick peek in the mirror while demonstrating a push-up, so he can catch a glimpse of a straight-arm triceps pose; or while handing dumbbells to his client to get a look at his flexed biceps? He’s more concerned with checking out his ‘flex’ than listening or paying attention to his client. It reminds me of a song from 1973 by Carly Simon with additional commentary by yours truly. You walked into the party (gym) like you were walking onto a yacht Your hat strategically dipped below one eye (Sleeves strategically raised above your bulging biceps) Your scarf, it was apricot (Your pants they were really tight) You had one eye in the mirror as you watched yourself gavotte (I think that sentence sums it up nicely) Now the chorus: You’re so vain; you probably think this song is about you (You’re so vain, you probably think this training session is about you) Don’t you? Don’t you? Does that sound familiar? I’m just having a little fun but there is some truth to the above statements. Part of good treadside manner is to give 100% focus to your client in front of you. Now, if you’ll excuse me, I need to go check out my abs in the mirror…Oops, I did it again.

Greg Justice, MA, CPT, is the founder of AYC Health & Fitness (www.aycfit.com) and the Corporate Boot Camp System (www.corporatebootcampsystem.com). He has been actively involved in the fitness industry for more than a quarter of a century as a club manager, owner, personal trainer and corporate wellness supervisor.

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TOP-NOTCH tRAINING Tammy Polenz | www.vedasfitness.com

The Techy Trainer Technology can be a scary thing, especially when the brunt of your business is done on the gym floor exercising your clients. You may even wonder why you should get involved with something that doesn’t seem to directly impact your personal training profits. When it comes right down to it, technology can be painstakingly irritating. It takes up more of your time, can have a long learning curve, and there is not always a direct way of connecting profitability to the time you spend using it. In the end, why should you even try to incorporate it into your life as a trainer? Technology can actually make your life simpler. Yes, there is a time investment necessary on your part to learn what techy devices or apps to use. Not to mention, the learning curve that comes with most software. The initial stretch of time invested can actually lead to several saved hours in the long run, a more professional persona and ultimately more revenues. This can help to take your personal training career to the next level. Various software, namely smartphone apps, are prevalent in today’s marketplace. They can range from simple applications that track your weight, calories and mileage, to advanced apps that demonstrate proper exercise form. Mobile apps are the most effective way to not only stay connected to your clients, but to make sure they are following your coaching directives wherever they may be. Clients will no longer have an excuse as to why they cheated or failed to exercise when they went on that business trip. They will not be able to get away with eating the wrong foods, since you can view what they are eating due to the transparency of these techy-wares. Apps save time, too. In the past, you may have asked your clients to write down their current day-to-day menus, and then meticulously calculate calories in versus calories out. Clients can now log everything on their own and link to you as a buddy. A glance at their daily summary can depict telltale signs of discrepancies that may be holding them back. Technology has come a long way and using it can make your life easier in many ways. It can allow you to do things that were virtually impossible in the past like accept credit cards, automatically send reminder messages to your clients via text or email upcoming sessions and classes, track personal training sessions, create workout programs on the fly and promote healthy eating. All of these tools can aid your client in reaching their goals successfully. In the end, a successful client means success for you in your career.

Tammy Polenz, CPT, has been in the fitness industry since 1991 as a personal trainer, club manager, corporate wellness consultant and gym owner and designer. She is the author of Think Fit 2 Be Fit, founder of Vedas Fitness in Cleveland, and has been featured in numerous fitness magazines and media.


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BOOST YOUR Business

EDUCATION ConneCtion

Bedros Keuilian | www.PTPower.com

Robert Linkul l www.robertlinkul.blogspot.com

How to systemize your business with technology

Online education: Tools to educate your training team

There’s never been a better time to use technology in the fitness industry than now. Our industry is one of the few where the use of technology can not only add value to the client’s experience, but also give you peace of mind and better operating systems. These days you can track your client’s sessions, payroll, scheduling and electronic payments with front desk management software such as Volo or MindBody Online. Systems like these even make your “back office” paperless, helping you save costs and become more efficient. But technology can go much further. Sites like MyFitnessPal.com and FitClients.com can eliminate the need for daily, weekly or monthly nutrition training and fitness evaluations by empowering your clients to actively track their goals and food intake, giving you access to instantly keep your finger on the pulse of their results. We all know that the best performing fitness businesses are run by systems. Systems to track client payments, systems to track client results, and systems to market and stay in front of your ideal prospects and clients. While technology will never replace human contact and interaction it sure can help systemize your day-to-day tasks and improve the quality and level of service that you offer because technology can be scaled as your business grows. Take Facebook, for example. Now you can target your ideal client using Facebook’s ad center by running lead generation offers to them. To do this same thing with direct mail would cost you four to six times more than it would through Facebook. The formula is simple; target your ideal avatar using the ad center, then run lead generation offers like free reports offered in exchange for their email address. What’s more, you can test on a small scale on Facebook and once you’ve created a winning campaign, you can scale bigger. Yet another marketing technology that has a high return on investment – and one that dovetails perfectly with Facebook ad campaigns – is email marketing. We all know that marketing is a contact sport – the more you stay in front of your leads and prospects with valuable content, the more they’ll know, like and trust you and ultimately give you their business. Email marketing technology such as FitProNewsletter.com is an easy and low cost way to stay in front of your email list by automatically mailing out content-rich e-newsletters to your clients and prospects, on your behalf, each and every week. This is a great way to keep yourself and your brand front of mind in a very low cost and effective way. There’s no better industry than ours, and there’s no better time than now to embrace technology and use it to deliver better service to your clients while keeping your brand and marketing message constantly in front of your target audience.

In an industry full of the latest and greatest techniques and equipment, we’re seeing a trend in a service that has been offered for quite some time as a continuing education tool. Fitness directors and facility managers are building online training into the career development aspect of mentoring their certified personal training (CPT) teams. Study materials for a wide range of topics are typically designed by leaders in the industry. These online courses allow the fitness director and CPT the option of selecting topics specific to their needs. Topics can include:

Bedros Keuilian is the founder and CEO of Fit Body Boot Camp. Get more free fitness business boosting tips and tactics on his blog PTPower.com.

Robert Linkul, NSCA-CPT, CSCS, is the NSCA 2012 Personal Trainer of the Year and NSCA’s Southwest Regional Coordinator. Linkul is an international speaker on career development in fitness. Read more about CPT career development at robertlinkul.blogspot.com.

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Beginning to Advanced Nutrition Power Training Beginning to Advanced Strength Training Muscular Endurance Physical Education Research on Supplements

Eating Disorders Beginning to Advanced Anatomy Exercise Physiology Exercise Psychology Hydration for Athletes PNF Stretching Techniques

There are many more topics ranging from sports performance to training a pregnant client. These courses are interactive and allow the participant to login and educate themselves per their schedule and logout as needed. During downtime at the gym, during a cancellation with a client or during a scheduled mentoring session, the CPT can actively improve themselves in weak areas or advance in an area of their expertise for an affordable price typically ranging between $19 and $100. One of the major perks of this experience is that the CPT can earn CEU/CECs for their participation in these online courses. Among the education organizations, Human Kinetics has been the hosting organization for several online study courses. Along with interactive online training courses come industry hot-topic monthly webinars that are hosted free of charge. Topics in the past have included: active living partners, the presidential youth fitnessgram, improving squat patterns and kinesiology – an evolving field of study. These monthly webinars have become a scheduled educational meeting in many fitness departments across the country; the content being taught by these fitness industry leaders has real life application of the topic at hand. Continued education is a mindset among fitness professionals in our industry. These online courses and webinars are opportunities to improve at minimal to no cost and require only a time commitment and a passionate mindset to be successfully completed. This will aid any fitness professional in elevating their game to the next level!


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Journey to Success

By Lindsay Vastola

Committed to a crystal clear purpose A busy mom’s journey that began on a path to nowhere Holly Rigsby, founder of Fit Yummy Mummy (FYM), is an industry dynamo who embodies the perfect balance of success-driven entrepreneur and passion-driven fitness professional. You may be familiar with Holly if you’ve seen her on the speaking circuit at leading industry events, have clients who are avid FYM fans, or you may have even purchased one of her programs. Holly’s passion is crystal clear: help busy moms avoid all the same mistakes she made before she found fitness. Holly has taken FYM from a single online fitness and lifestyle ebook that was inspired by her own personal transformation and has created an avid following of loyal, committed moms who look to Holly as their trusted source for inspiration, support

and guidance. Her journey affirms that success is not simply quantified by the standards of number of followers or number of books sold, but the power of creating a movement that is bigger than any one individual.

ON A PATH TO NOWHERE Quite simply, it is Holly’s clarity of purpose that has paved her journey to success. But finding her real purpose was a journey in itself. When I asked Holly how she found herself in the fitness industry, she shared with me that she started on what she refers to as her “path to nowhere.” Following a move cross-country from Kentucky to Boston for her first husband’s career, Holly soon found herself with a young son and going through a divorce. She was

working as a nanny and ultimately felt she was without a purpose or direction. Holly returned to Kentucky, now single, and joined a gym in an attempt to “figure out how to get in shape.” She made all the mistakes she sees women making today; particularly the mistake of avoiding the weight room. But her path to nowhere soon took a fateful change of direction when she signed up for a free personal training session her gym offered. Her personal trainer for that free session happened to be Pat Rigsby, who would thereafter become her husband. He spent months convincing her to start using weights and encouraged her to change her thinking about how she’s approaching her attempts at “getting in shape.” And so her transformation began.

Holly


COMPANY NAME: Fit Yummy Mummy CERTIFICATIONS: ACE (CPT); KBA; FYM; Master of Arts in Teaching EDUCATION: Indiana University - Human Development and Family Studies; Graduate Degree University of Louisville – Master of Arts in Teaching WHAT IS YOUR FAVORITE PIECE OF WORKOUT EQUIPMENT? Kettlebell WHAT IS YOUR FAVORITE HEALTHY SNACK? Greek yogurt, blueberries/ raspberries and red quinoa WHAT IS YOUR FAVORITE QUOTE OR SAYING? If you focus on results, you will never change. If you focus on change, you will get results. You can make excuses or get results – but you can’t do both. CONTACT INFO: Holly Rigsby Holly@FitYummyMummy.com


Holly found herself inspired to share her transformation with others and so her “path to nowhere” ended up being exactly what started her path to success. She committed to becoming a certified trainer and almost immediately had a full book of clients; she was so busy in fact, that her son’s school bus would pick him up and drop him off at the gym. At that point she was determined to find a way to leverage her time so she could pursue her passion of helping busy moms all while being able to be a more focused mom herself. Holly began focusing her energy on writing a comprehensive fitness, food and lifestyle program for busy moms and in fall of 2007, she

from her followers and as a result Holly expanded the Fit Yummy Mummy brand to offer more than just ebooks and fitness programs but to include her paid membership site, “Club FYM” with membership between 700-1,000+ members, an extensive video collection and a completely interactive social media presence of more than 63,000 followers.

Missteps along the path of success I believe we learn more from the mistakes of those who have achieved success than simply analyzing how they accomplished their

Be deeply connected to the service, the product or the resource you’re providing your client. It’s not just about giving your clients what they need it’s about giving them what they want. launched her first ebook, Fit Yummy Mummy. To date, Holly has sold over 12,000 copies of her ebooks. Just as critical to her growth and success is that she tuned-in to the feedback

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achievements. It’s taking risks and making mistakes that are in many ways the determinant of our character; more so than what happens as a result of what we achieve.

I asked Holly about the missteps or misjudgments she made along the way and how she used the experiences to propel her business. Here are two missteps that have tangible takeaways for fitness professionals at all stages of their careers. Misstep: Initially she focused her time and resources on a goal to help “all” women rather than targeting a specific niche with which she could best connect. Lesson learned: It is critical to create a very specific message for a specific niche. You need this in order to connect with your passion and to find your voice to help a specific, tight group of clientele. Misstep: After the unexpected initial success of FYM, FYM experienced a period of stagnant growth because she was offering many of her coaching services at no charge through her free membership site, mainly because she found it a challenge to justify charging members. Ultimately, she exhausted her resources offering time to those just looking for things for free. Lesson learned: Though the free membership site offered the opportunity to build a loyal tribe and to gain their trust before asking members to pay, it was a lesson in the importance of placing real value on her expertise and what she offers her clients.

holly’s “secret sauce” When I asked Holly what is her “secret sauce” to creating such an avid following, she said


without hesitation, “nurturing relationships!” She adds that you should always “Be deeply connected to the service, the product or the resource you’re providing your client. It’s not just about giving your clients what they need it’s about giving them what they want.” Many of her most successful programs came about not because Holly believed she knew what her clients needed, but because she

to keep her finger on the pulse of the industry and on what her clients are seeking being that she primarily operates entirely online. Holly notes that online training is the “next best thing” to doing personal interaction online. Through her membership site ClubFYM.com she’s able to create personal relationships with women she’s working with and provide them content and instruction as though she

Get comfortable being uncomfortable. listened to feedback from clients about what they wanted. Above all, she’s in-tune with her niche because she’s been where many of her clients are, so it’s natural for her to weave this connection into her messaging. Bottom line, Holly maintains a laser-focus on nurturing relationships first and foremost; the business success becomes the natural extension. Holly has moved from training in the oneon-one setting, so I asked her how she is able

was working with them in person. You can’t help but feel like Holly is speaking directly to you when you’re watching one of her hundreds of emails or interacting on Facebook; and she is very purposeful that her clients have this same experience.

so Who really is holly rigsBy? If you were to ask me, Holly’s traits give no wonder why she’s seen such great success. Holly is

intuitive; she has the capability, even through the “shield” of the internet, to understand her followers in such a deep, genuine way. She is resilient; resilient in a way that is purposeful, not haphazard. She learns from her missteps, and believes the perspective that it is the missteps that are opportunities to learn and grow. Holly embodies the successful balance between success-driven entrepreneur and compassionate fitness professional; a balance with which many fitness professionals struggle to find. The quote, “Get comfortable being uncomfortable” seemed to resonate as Holly shared more of her story with me. Holly, even when she was on her “path to nowhere,” discovered that positive steps toward success occurred only when she stepped out of her comfort zone. The simple act of stepping into the weight room at the gym for the first time, though uncomfortable, was her gateway to discovering her passion. Launching an ebook, a territory completely unfamiliar to her, propelled a movement she never imagined would impact so many women’s lives. Holly Rigsby is a testament that a journey to success happens when you are led unequivocally by a crystal clear purpose; even if you began your journey on a path to nowhere.

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are you assessing the truth? Offer your clients comprehensive assessments for optimal programming By everett aaberg

AS

a fitness professional, you may have noticed that the vast majority of content offered at fitness seminars, workshops and educational resources are focused primarily in the areas of exercise selection and programming, or on exercise form and technique. There is no doubt that what we choose to do, and how we choose to do it, are both important topics worthy of attention and are also critical components to consider when pursuing any fitness or performance goal. However, neither of these may have perceived value unless derived from a comprehensive assessment process that can accurately identify the person’s specific needs and provide logical strategies for addressing them.

chronic injuries. The truth is, if we are not assessing, then we can only be guessing! There are several standard elements that are common to include in a comprehensive assessment such as health history and lifestyle questioners, cardiovascular testing, circumference measurements and body composition. Although this is good information to gather and wise to track, none of it provides much evidence of the person’s movement abilities or any clues of the issues that may be hindering them. Over the years we have researched, applied, modified and combined numerous different assessment methods and systems to more accurately assess movement performance, and clearly identify the issues that can affect it. The following are some of the key components we have found to be the most valuable to include in a comprehensive assessment system. As each method provides constructive data from a different perspective, yet also contains certain levels of assumptions and subjectivity, they are the most valuable and reliable when combined in a system that integrates the results of each to provide more conclusive and usable data.

Postural Pattern assessment Posture assessment can only show current and cumulative joint positioning and joint relationships relative to being vertically loaded from gravity. As such, standard postural assessments have been traditionally considered to have little accuracy for correlating observed postural deviations with movement performance or potential muscular imbalances. However, by implementing a tri-plane view of posture, making some changes to body positioning and a few modifications in evaluation techniques, and developing a detailed mapping system of all observable joint misalignments (Image 1), we can identify many joint and muscular issues with a much higher level of accuracy than once imagined. The manual or computerized mapping of joint relationships found in a postural pattern assessment is extremely helpful for assisting the practitioner to correlate deviations with specific active joint movement limitations, functional movement compensations and identify potential muscular imbalances that all can be corroborated through the other assessments. However,

The truth is, if we are not assessing, then we can only be guessing! The fact is that most any exercise program performed intensely and consistently enough is bound to burn some body fat and build some muscle. However, any of these desirable results achieved from random exercise selection and unguided programming will most often also be accompanied with additional effects that were not desired, such as increased muscular imbalances, progressed movement compensations, gradual increased joint deterioration and

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all assumptions derived from postural assessment should always be considered as “potential” issues until compared with other methods of assessment such as an extensive joint mobility or ability analysis; a good movement evaluation and precision muscle testing if feasible. This process will provide more conclusive evidence and reliable data to utilize for selection of corrective exercises, and overall program design.

Joint Bias analysis Joint “ability” or “bias” testing is not totally a new method and works much like traditional joint “mobility” testing that has been occasionally taught in the industry. One difference is that joint mobility testing is most often done passively where the tester manually applies the force for joint movement, which is often synonymously with flexibility testing. These forms of joint analyses typically view limitations as a simple result of muscle tension so is focused on identifying “tight muscles” that may be targeted for stretching to help address the problem. We prefer to use a form of “active joint ability” or “joint bias” analysis that all movement is client-controlled,

FunCtional moVement eValuation As there is a debate to what movements are deemed “functional” there are currently a wide variety of functional movement assessments available that will vary in the type and amount of movements included. They will also range in methodology, detail and technique that each movement is assessed. We have gravitated to a system based from collective study of sensory-motor programming and development of general movement patterns, as making logical choices for which movements to assess. As with all methods we use or have developed, I suggest adopting those that are highly detailed and trains precise technique for the assessment to provide more value. However, remember that any observation of movement performance by itself can only reveal compensation, but not the cause. Therefore the value of such assessments is greatly increased when combined with others such as described within this article. Once a trainer or practitioner can gather and combine such a collection of assessment methods and learn to integrate them into a concise system that the cumulative data derived can be effectively compared and utilized, they are then empowered to confidently select specific corrective exercises and design truly customized performance training programs and apply precise technique. More importantly they will be more successful at realigning posture, improving joint motion, correcting muscular imbalances, eliminating compensation and decreasing joint wear, while also gaining strength, increasing endurance, enhancing speed, developing power and perhaps also building muscle and reducing body fat if also desired.

Remember that any observation of movement performance by itself can only reveal compensation, but not the cause. deemed safer and considers that joint limitations may be due more to “weak muscles” as opposed to tightness and would focus on strengthening weak muscles in order to improve movement versus just stretching! This method is also designed to manually or digitally record all joint bias from head to toe that were discovered during the analysis (Image 2). This can then be effectively compared to the data gathered in the postural assessment and corroborated with muscle testing to conclusively identify and plot individual muscular and overall subsystem imbalances (Image 3). These muscular-specific muscular weaknesses and overall subsystem dysfunctions are at the root of the postural deviations and functional movement compensations observed and recorded in other tests.

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Everett is co-owner and the Director of Fitness Services for the Telos Fitness Center and founder and CEO of the Ortho-Kinetics Institute which features advanced education and extensive certifications based on his proprietary, award-winning system of Integrated Assessment, Training and Treatment. Everett has authored six books, is a known biomechanics expert and considered a master of corrective exercise and performance training. He is also a highly sought presenter and consultant specializing in development of highly effective and productive professional training programs. www.telosefitnesscenter.com



LIABILITY RELEASE

agreements: By Lance Brenn

Are they what you think they are?

Over the course of a 30-year career of handling personal injury claims and litigation, it’s rare a day goes by where an insured, agent or business partner doesn’t contact me concerning issues surrounding liability release waivers (also known as exculpatory agreements). Every inquiry contains a common denominator. If an injury occurs, is my waiver worth the paper it is written on and would it be sustained by a court in the event a suit were filed? That is the bottom line and the million dollar question. We want that warm and cozy feeling knowing that we are insulated in the event of an injury claim or lawsuit. A signed, valid waiver should provide that security. After all, they are adults and they should’ve known what they were getting themselves into, right? Unfortunately, in many instances that’s not the case. A written or online electronic liability waiver is essentially a pre-injury contract subject to judicial interpretation and existing law. When drafted properly, it can be a highly effective mechanism for defending and even barring a claim. Any liability waiver document is fair game for critical review and assault. On a litigated case I handled recently involving a health club, I requested three law firms review the waiver. I was given three different opinions as to its legal sustainability. Confusing? Absolutely. Enforceability and validity of liability waivers vary so much by state that I do not want to give legal advice. I do advise our insureds and agents to have the documents reviewed by an attorney in their states as to any legal issues and nuances

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that may arise. However, there are bullet points and common threads that should be brought out which every waiver should contain. 

 

Font size should be at least 8 point or higher. If you can’t read it, the judge can’t read it either. A court is not going to uphold a waiver if the print is too small. The releasing language and parties should be clearly visible and identified. Include any corporate entities or individuals who should be included. Avoid complicated and excessive language which may invalidate the intent and create confusion by releasor. Clearly identify the word “release” on the document in bold print. Conspicuously include and release “negligence.” Some states require waivers to provide language containing this to be considered valid. Omitting the word “negligence” in those states could render the waiver useless. Include both a printed name and signature line to ensure the name of the person signing the waiver is clearly identifiable. Maintain original signed documents for at least a period of one year from the expiration of your state’s statute of limitations. It is advised to keep copies on computer storage devices.

Injuries in a health club or personal training environment occur for a variety of reasons. In a

lawsuit complaint, allegations against a defendant are often strikingly similar. Generally they are identified as negligent supervision, product or equipment defects, improper maintenance and inspection of facilities/equipment, failure to make repairs, failure to warn and possession of actual and/or constructive knowledge of a dangerous and defective condition. Take for example the case of Jane Doe, a 76-year-old female club member under the direction of our insured personal trainer. She was working out on a treadmill machine and had been previously instructed on its operation by both the club and the trainer. Our insured placed her on the machine for a 15-minute program and left momentarily to complete paperwork. During this time, Jane fell off the machine sustaining facial and rib fractures. She alleged the treadmill machine suddenly and unexpectedly increased speed causing her to be violently thrown off. The club’s video surveillance cameras captured the incident which showed she was adjusting the speeds and failed to push the emergency stop button. Jane filed suit in a New Orleans area court alleging negligent supervision and instruction in placing her on the machine. In our defense, we raised the issue with the court that Jane had signed a waiver of liability. We were essentially told by the judge that he would refuse to enforce it as he believed it to be invalid as a matter of public policy and allowed the case to proceed to trial, rather than dismissing the matter on summary judgment. Jane was not to be denied her day in court. It was eventually mediated and


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the case resolved prior to trial. Unfortunately in this case, the waiver provided us with little legal ammo, other than a good conversation piece. “Venue, venue, venue” is what a previous litigation director instilled in me. Looking back he was unequivocally correct. It’s important to know your opponent and his home court. By this I mean there is a huge difference in the geographic judicial interpretation of liability waiver release documents as they relate to the law and public policy. The perfect example is the state of Wisconsin. In the past 25 years, the Wisconsin Supreme Court has ruled on exculpatory agreements six times and has ruled on each occasion that such waivers are unenforceable. Frustrating? You bet it is. The American Tort Reform Association, www.

New York City, Baltimore, Philadelphia, South Florida, Cook County/Chicago, Illinois, New Jersey and Louisiana. These jurisdictions are in tremendous need of tort reform and where the judicial benches are extremely plaintiff-oriented. Any insurance professional worth his salt knows waiver and release agreements will not stand to dismiss or extinguish a liability claim. Conversely, venues such as Tennessee, Indiana, Missouri (excluding St. Louis) and the Carolinas tend to receive favorable rulings and where it would be expected a well-worded liability waiver would be sustained by the court. If waivers are worthless in many jurisdictions you may ask, “What are we to do?” My first response is that we don’t throw the towel and roll over; absolutely not. Waiver and release documents are only a facet and small piece of the puzzle when defending a case. In certain instances, the best defense may not be the waiver at all. Rather the Assumption of Risk argument under certain circumstances is more viable and itself can be a complete bar to a claim such as in New York and many others. Essentially, Assumption of Risk ar-

My best recommendation is not to use your liability waivers as though you are bulletproof. atra.org, annually publicizes its list of jurisdictions that are extremely difficult and costly to defend. Signed release and waiver documents mean next to nothing. These areas include California, West Virginia, Madison County, Illinois,

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gues the plaintiff was aware and appreciated the risks and dangers that are inherent in the activity. Additionally, whereas a judge would not dismiss the litigation on the merits of the case, we have had many favorable instances where the judge would allow the waiver document to go to the jury and allow them to consider it as evidence. My best recommendation is not to use your liability waivers as though you are bulletproof. In many jurisdictions it is very difficult, if not impossible to enforce. There is no substitute for best practices, good management and business policies including inspection and maintenance of equipment; conducting health assessments on individual clients; good record keeping and visible safety procedures. Loss control and safety information is available through many sources including personal trainer associations and insurance providers. Take advantage of every means possible to protect your business.

Lance Brenn is a claims litigation analyst with K&K Insurance Group. He specializes in sports, entertainment and recreation claims involving complex litigated issues. Contact him at 260-459-5037 or lance.brenn@ kandkinsurance.com..


THE mESSaGE Website: www.theptdc.com, www.viralnomics.com | Twitter: @jon_ptdc | Facebook: /theptdc & /viralnomics

Jonathan Goodman is the author of Ignite the Fire and the Amazon #1 marketing and web marketing book Race to the Top. He has built an avid following as the founder of Viralnomics and The Personal Trainer Development Center (thePTDC), is a highlysought after industry speaker and has been featured in Forbes, Men’s Health and Livestrong. Jonathan has mastered the art of effective messaging to share his powerful ideas. Here is how Jonathan shares his message… My message is that if we want to elicit large-scale change, we must stop bickering. About 40% of Americans still don’t exercise. The next best thing—a diet, pill, powder, or magical program – isn’t the solution; making the gym a welcoming place and reducing the barrier of entry is. If I had only one way to share my message it would be email marketing. For trainers it’s the most effective method of providing value to your audience. It allows you to infinitely scale your services providing you the opportunity to write a single killer piece of content once and share it with your current, previous, and prospective clients. Successful messaging is not about you. Before composing your message, write down how it helps your target audience. Then, wordsmith the message so that it communicates the value you aim to provide to others. Never ask anybody to do anything for you unless you can return the favor at least 100x over. People follow me because I’m a psychology nerd. In fitness, you’re trying to get people to adhere to a program. It’s often getting your client to want to do something they haven’t always wanted to do. Psychology is everything, so I try to take age-old psychological concepts and build them into actionable systems anybody can implement.

Jonathan


MAKING THE 2D TRAINING

EXPERIENCE

Strategies for effectively training clients using online video recently spent some time with Denise Posnack, founder of MyBOD Wellness, an online yoga and Pilates company that provides one-on-one and small group sessions using social video platforms like Skype, Google+ and Facetime. The public intrigue with virtual training is evidenced in Posnack’s recent exposure in major media outlets (including Daily Candy, Glamour and Cosmopolitan magazines) and alongside the

By Lindsay Vastola with Denise Posnack

increase of fitness professionals offering their services virtually. The reality is that our lives continue to get busier and the shear time of getting to and from a fitness center is enough of a deterrent for many to remain committed to a program. This online training movement may just be here to stay. As we began our conversation using a free online teleconferencing interface (yet another of the technologies that have become invalu-

able to our businesses), I have to admit, I was a bit skeptical of this notion of training clients over video. How could a fitness professional safely and effectively train a client all while keeping that personal connection that is the hallmark of a personal training session. However, just a few minutes into our discussion, I found myself convinced of the value of virtual training services.


LV

How would you describe your company?

MyBodWellness is a Skype-based Pilates and yoga service. We provide online, live one-on-one, 45-minute training sessions. We meet clients anywhere, anytime using laptops, desktops, smartphones and tablets. The major platforms we use include Google+, Skype and Facetime.

DP

LV

What inspired the move to technology versus in-person training?

DP I am always interested in the “new and contemporary” and the fusion of new concepts with old modalities. I believe that this is actually an enhancement of Joseph Pilates’ philosophy of assessing where people are in regard to their body as it relates to their lives. Life has become more busy but also more convenient, and this particular modality allows for that fusion and the meeting of our relationship to technology with the body practice. This is the next phase of this fusion; how easy can it be? You finish up an email; you finish up a phone call; you roll out your mat; you work out; you’re done.

LV

How do you keep the personal element of leading and instructing a client?

Connection is the key word in my philosophy. When you connect on a video call, you immediately feel like you’re there with that person. Though I’ve never met most of my clients in person, I know them. There is definitely a personal connection; to the point where during one session I almost offered a glass of water to a client because it felt like I was there with her. One of the most memorable sessions I recall is when a client became very emotional as a result of the energetic connection between us, and we don’t have to be in the same room; it’s a very “real” experience.

DP

Do you feel like you lose the element of observing in-person or the benefits of human touch? For example, do you position the camera in such a way that you can view your clients’ movements from a specific perspective and cue them accordingly?

LV

DP

That’s an interesting question. During our sessions, many clients surprisingly ask “How

do you see that? How can you see that? You can see that?” In a way, having the camera on the client is almost like a microscope. The camera is steady on the client and so it offers more of a scientific view. And you see the whole body; your eyes aren’t focused on their facial expressions, for example. I’ve had some clients position the camera so all I can see is their shoulders to their hips; so it’s another view that offers an even more focused study, so I can get into what’s really happening in the abdominal system. The camera offers a different look.

LV

Who is your ideal client?

My ideal client is someone who can utilize the convenience of having a personal trainer come to them such as a busy mom who can’t get themselves out of the house or entrepreneurs who work from home. They are hardworking, they are motivated and they are bodyconscious. However, I also have an 80-year-old client and a client with MS who has limitations.

DP

What is your most successful client-getting strategy and how do you market your business?

LV

My most successful client-getting strategy is through referrals. I contact my clients and ask them to personally send a prewritten email I provide to a few people they think would benefit from our services. I’ve also been surprised at how much success we’ve had as a result of Twitter and Facebook; clients who had no previous connection or contact with us. Email marketing is one of the most effective strategies for us and we offer a free 20-minute session which has been a great way for us to convert clients.

DP

LV

How do you charge for your sessions? Is it comparable to in-person training rates?

Our services are generally more reasonable than in-person training sessions. We sell session packs that range between $43 to $45 per session or a single session for $55.

DP

Plus you’re saving time and money by not having to travel between clients and leverage your time so you can ultimately see more clients.

LV

Right. And Google Hangouts also allows for multiple logins for up to nine people. So, for example, we’ve offered promotions to do a session with a friend or small group. This option leverages our time further.

DP

What other tangible takeaways can you offer fitness professionals interested in doing virtual training? For example, is there specific technology, software or equipment you would recommend?

LV

It’s not necessarily a specific technology I would recommend; what I’ve found to be the most important thing is finding the right browser and what system will work best. For example, we’ve found that the most seamless system is Google Hangouts because the resolution is a little less quality than Skype, so it’s easier for computers to send through. You have to find out what technology and browser your client is using beforehand. For example, it’s best if you both are using Google Chrome as your browser, using Google+ and both close to strong wifi signals, it will likely be more seamless. As far as equipment goes, I really haven’t had any issues with basic webcams and speakers.

DP

LV

Where do you do your video sessions?

I have a studio space in my home in Brooklyn where I teach students and also do my video sessions.

DP

LV

Is there any other advice you would give for those who want to offer virtual training?

It’s definitely a learning process. One of the taglines that I’ve come up with that I always remind myself of, is “Making the 2D experience - 3D.” To me, it’s all about what it means to make your session a 3-dimensional experience for your client. If you’re not careful, it can feel like you’re just “watching a video.” You’ve got to keep the session “live!”

DP

Denise Posnak is a Pilates professional and the founder of MyBOD Wellness, a Skypebased Pilates and Yoga service. She holds an MFA in dance from the University of Illinois at Urbana-Champaign, has served on the faculties of UGA, UIUC, Stephens College and as a guest lecturer at Barnard College. She lives and runs her private Pilates studio in Brooklyn, NY. www.mybodwellness.com


The Key to Business Success Inspiring staff and clients with passion

N

By Marilyn Gansel

ot long after opening my personal training studio in 1993, one of my newest clients wistfully remarked out loud to me, “I wish I were as passionate about my work as you are.” That comment took me aback. I hadn’t thought that I was “passionate” about my work, but as I began to reflect on Tom’s somber comment, I remembered a time when I was not as excited about a former occupation as I am now. Before opening my one-on-one personal training studio, I studied drama and speech in college, and after graduation, I immediately began my studies on the graduate level in education. While in graduate school, I felt fortunate as I began my teaching career instructing high school students in English, speech and drama. Later, I furthered my career earning a Master’s degree in library science for a profession as a library media specialist for public schools. I recall there were moments of exhilaration as I taught those many years. And there were greater moments of joy as I “created” revolutionary curricula-related ideas and executed them.

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I also remember when I felt passionate as an educator- when my superiors modeled behaviors that I wanted to emulate, when they motivated me to be the very best, when disappointing them would have been like disappointing my own parents, when they gave me a task and told me to “run with it” (the “I trust you” attitude), when they showed appreciation for the things I did and when the criticism received was delivered with a list of superior things I did followed by ways to improve professionally. I remember my administrator believing in me when no one else did. And I remember being part of a team where my leader was my hero who inspired me to greatness. I lost my passion for education when the two administrators that I respected the most retired- one after another over a period of several years. The person who followed my last “hero” was certainly a caring individual, but the qualities that fueled my desire and energized me to teach withered. This person did not exude that “passion” to power that staff forward. I also lost that sense of passion for teaching when I learned my husband had cancer. I suppose when a crisis strikes so suddenly, a

person can react in many different ways. The way I chose to deal with his illness was to take a leave of absence from my teaching job for one year, focus on his healing and train a few clients in my home. While a teacher, I was training several clients at their homes and wondered if the time spent training at home might lead to a “fitness career.” Most of my teaching colleagues thought I was crazy to leave the profession since I was earning an incredible salary and had about 10 more years before retirement. But my life flashed before me when I discovered my husband’s condition. What did I need to do, to accomplish, to feel, to discover, to experience at this stage in my life? I needed to feel fulfilled in whatever I pursued. Life, I knew, was too short to stay in a job that didn’t completely excite me. It was only after my experience as an owner of a personal training studio that the intense feelings and passion returned. It was as if new life breathed into my soul. Now, as the owner of this business, I knew I had to instill that same passion in my staff. I knew that a staff that radiated sincere excitement for their profession would attract a clientele that would


CELEBRATING 15 YEARS OF PFP: eventually become excited by their workouts. They would feel energized and nurtured by our care and commitment to their needs. And, finally, I knew I had to create an environment where my staff would love coming to work each day, not dread it; and not wonder what kind of “mood” I was in that day. I had to create a world where the staff respected one another, cared for each other, solved problems together and felt a strong camaraderie. I wanted a staff to feel passion for each client. Several of my trainers during their initial interview with me have shared their concern at other studios and gyms where they previously worked. The staff’s environment proved to be hostile and very unpleasant. The competitiveness among staff and the disrespect for staff members caused anxiety for these excellent fitness professionals. Creating a harmonious environment is not a simple mission. However, I love challenges. And, part of being a business owner involves overcoming obstacles. So I needed strategies to infuse passion into my business. The strategies evolved from the acronym P.A.S.S.I.O.N. This acronym serves as a mantra; a battle cry to create an enthusiastic, successful business. “P” stands for “person” or “professional in charge”- me, the owner of my personal training studio. As the professional in charge, I knew I had to behave proactively. I needed to take steps each day to respond to behaviors in a positive, upbeat, “hands-on” manner. It is easy for human beings to react negatively to certain behaviors- to react quickly, without thinking through alternatives. But, it is much better to think ahead, to hear, both sides of a story, to listen, effectively, to be optimistic and to prepare for the worst case scenario and head it off at the pass. Acting proactively instead of reactively holds true for stand and clientele. Anticipating complaints and concerns of patrons and staff can change negative energy into positive energy. Knowing how to handle trivial details such as music requests from patrons to sharing equipment among the staff can produce new excitement, new passion. Giving the clients a chance to voice their comments, share ideas in a client forum, on a suggestion pad, or through email allows everyone to feel the same passion for why they love their personal training studio and trainers. Giving those same opportunities to the staff via a forum to discuss ideas and share suggestions allows the team to feel that they are listened to and appreciated. They also feel they have a vested interest in their training facility. It created a marvelous synergy between clients and staff. The person in charge had to show passion and enthusiasm for the business every day in every way. The professional in charge

As originally featured in PFP, January 2004

must show the love for the business of personal training and model behaviors that the staff can emulate. Trusting and believing in the fitness professional will allow the trainer to feel free to experiment, try new ideas and share them without criticism or fear of judgment. They will be applauded for their contribution, and the result comes from passion. “A” stands for the positive attitude that each fitness professional exudes. This infectious energy starts with the person in charge, and the professional team draws its power from the owner’s source. When the administrator(s) in a teaching environment lack that positive, joyful and sometimes playful attitude, the staff senses it and a pessimistic mood can result. I remember quite vividly entering the school hallways dreading what might be in store for me that day. If my person in charge was feeling upbeat, then chances were we would all have a pleasant day. If, however, the pervasive mood was anger for whatever reason, we might be the recipients of that frame of mind. So as the professional team sees and hears the optimistic, enthusiastic energy of the owner, clients sense that passion, too. When the owner of a business speaks to staff and clients with sincere, encouraging comments, offers words of gratitude, engages in polite manners and shows kind actions, the team behaves in that same way, it is expected, and the results come from passion. The first “S” stands for “self-motivation.” Each of us needs a push now and then to “get going.” But infusing passion in a business directly correlates to driving one’s self forward -wanting to be the best you can be - and working on all levels to achieve the dream. As fitness professionals, we are always the motivators-encouraging clients to stay focused and adhere to an exercise regimen. But we also need to motivate ourselves - taking new courses, getting involved in community work, sharing ideas with other professionals on our field. Staying current in the industry helps instill and rekindle the love for what we do. It is what we do best. The second “S” stands for the “sense of pride” we have for our profession. We worked hard to become quality trainers, and we continue learning and growing so that our clientele will lead healthy, productive lives. As a business owner, I look for fitness professionals who take pride in what they do- the programs they plan, the care they give their clients, the commitment to the business and the teammates’ interpersonal skills with one another. I also like to think of the word “pride” to include recognizing the dignity and self-worth of all the individuals we train. Each person that comes through our door is a unique person. Sometimes we might not like that person. They may have an “attitude” or

be “high maintenance” or hold “controversial” views on a subject or require “nurturing” above and beyond our professional duty. However, they deserve our respect-deserve to be treated with dignity- and if we take pride in what we do our passion will shine through. “I” stands for “inspire.” As fitness professionals, we are called on to inspire one another and our clients. As teammates share their knowledge with one another, they are a source of inspiration. As fitness professionals challenge clients to new exercise levels, they inspire each client’s sense of accomplishment and self-worth. As an owner, I try to inspire staff by letting them take ownership of ideas, workshops/seminars, advertising and community activities. Giving staff a chance to exercise their skills and demonstrate their talents in a new way, challenging way can inspire them, energize them, and, the result comes from passion. “O” represents “owning a vision.” Whether you are a fitness professional or an owner of a business, you must own a vision. You must set short-and long-term goals just as you do for your clients. You must envision success and map out a plan of action. You must outline what needs to be accomplished in six months, a year and then produce a five-year plan of action. You must include how you want to run your business (sole proprietorship, partnership, corporation), whether you will hire staff (and when to hire staff), what qualifications or specialty training you require, how to advertise and where. The vision must be planted firmly in your heart and mind. You must be able to feel it, taste it and see it. Look to the future so you can build in the present and make your vision a reality. That is true passionpassion that fuels a business. “N” symbolizes “nourishment.” We need food to sustain us, we also need to nourish our minds, souls and bodies. We constantly nurture and sustain our friends, family and clients. We remind them to eat healthfully, as well as to exercise daily. We are passionate about sharing our thoughts about diet and exercise with everyone. We need to give ourselves permission to take time to support each other, to foster growth among each other to cultivate relationships, and engage in fun, recreational activities with people we care about. We need to rest, recover, recharge and regroup in order to infuse passion in our businesses.

Marilyn Gansel is the owner of FitnessMatters Inc. Her studio caters to the active sports enthusiast, the physically challenged, the non-motivated exerciser, the overweight, the insecure youth/teen, and the medically referred.

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New oN The Market The latest trends in fitness equipment

SPRI Slam Ball Built specifically for the most demanding, intense medicine ball slamming activities, the SPRI Slam Ball is a uniquely durable, evenly weighted, one-piece roto-molded medicine ball that you can bounce and slam on rubber, concrete, hardwood, artificial turf and cinderblock surfaces and still get consistent rebound responsiveness. The basketball-style grooves and tacky surface texture ensure a firm grip, even when wet; and the ball floats, too. www.spri.com

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Lindsay's Review: Halo Trainer

The halo Trainer was invented by physical therapist Bryce Taylor because he was seeking a way to allow an exerciser to control the level of stability while using equipment, particularly that with an elastic surface like the BoSU and stability balls. I’m always looking for methods and tools to assist clients of all working levels. The halo Trainer, described as a friction-fitting ergonomic handlebar apparatus, is one of those versatile pieces of equipment that end up being a go-to for all client levels and abilities. my clients find themselves gravitating to the halo to vary their training, and it offers them opportunities to optimize their working level. The halo Trainer is a fantastic addition to your training repertoire! www.merrithew.com/halo-trainer

PeRFoRm BeTTeR agIlITy BagS

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PRoDoc BoDy FaT aNalySIS Scale

Perform Better’s agility Bags are perfect for all speed and agility drills. These versatile agility bags can be set up in any configuration and are great for teaching knee lifts and for lateral speed drills. each bag has a strong vinyl covering and a handle at the end for easy transporting. They come in both 6” and 12” heights, are sold in a set of three and can be used both indoors and outdoors. available only through Perform Better. 800.556.7464 or www.performbetter.com

available in the iTunes Store, the new Precor Preva mobile app allows exercisers to set fitness goals and track and manage activities both inside and outside the gym, regardless of activity. The app offers an individual the ability to track their exercise regimen, monitor progress from anywhere at any time (all data is stored in the cloud), earn motivational badges and extend the reach of Preva Networked Fitness Personal accounts beyond Precor 880 cardio equipment and much more. https://itunes.apple.com/us/app/preva/ id633688529?mt=8

DeTecTo’s new ProDoc series Body Fat analysis Scales are available in floor-level, low-profile with remote display or eye-level versions with digital or mechanical height rods and optional P50 printer. DeTecTo’s PD150/PD350 series offer medical-grade accuracy and durability built for long life spans in high-traffic clinical environments. These scales use the method of Bioelectrical Impedance analysis (BIa) to estimate body fat, body water, bone mass, muscle mass percentage and also calculates Body mass Index. 800.641.2008 or www.detecto.com

| www.fit-pro.com | june 2013


EVENTS CaLeNDar June-October 2013

Atlanta MANIA June 26-28 | Atlanta, GA By SCW Fitness Education www.scwfitness.com

IYCA East Coast Summit June 28-29 | Canton, CT BY IYCA www.iyca.org/events

National Posture Institute Workshop June 29-30 | Honolulu, HI By National Posture Institute www.npionline.org

NSCA 36th Annual National Conference July 10-13 | Las Vegas, NV By NSCA www.nsca.com/natcon13

DCAC International Conference August 1-4 | Washington DC By DCAC Fitness Conventions www.dcacfitness.com

YogaFit Mind Body Fitness Conference August 1-4 | Austin, TX September 12-15 | Palm Springs, CA October 31-November 3 | Atlanta, GA By YogaFit www.yogafit.com

IDEA World Fitness Convention August 7-11 | Los Angeles, CA By IDEA www.ideafit.com

ACE Small Group Training Workshop August 17 | West Hartford, CT August 17 | New York, NY By ACE www.acefitness.org

Club Industry Show 2013 October 23-25 | Chicago, IL By Penton Media www.clubindustryshow.com

2014 PFP Trainer of the Year Award Presentation October 24 at 4:00 p.m. | Chicago, IL By PFP media www.fit-pro.com/traineroftheyear

For a complete listing, see our online Events Calendar at www.fit-pro.com/events.

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BE BETTER Phil Kaplan | www.philkaplan.com

The other technology While we all seek mastery in the areas of anatomy, kinesiology and muscular response, we cannot effectively help the masses without an understanding of influence. The primary determinant as to whether a client will manifest the change he or she seeks is an intangible we call mindset, and thankfully, with a directed study, we have the ability to affect mindset in profound ways. In my very first book, written in 1995, I revealed the Three Prerequisites of Positive Physical Change. 1. You have to believe you can change 2. You need a true technology of change 3. You have to follow through These three prerequisites suggest that if we are to stimulate not only the outcomes people seek, but new thrilling realities for our clients, we have to take responsibility for more than the exercise routine. We have to affect belief, we have to inspire adherence, and we need to cling tightly to that “technology” that we know beyond all doubt delivers. The prerequisites affect mindset, mindset affects outcome. As we’ve progressed to electronic communication, digital media and mobile networking, we tend to consider the word technology only as it defines machinery, equipment or “cool stuff,” but there’s another definition we don’t want to neglect. A true technology is a scientific system, strategy or approach that has been validated and replicated to prove it sound and efficacious. “Technology” can refer to “the stuff” or “the science behind why the stuff really works.” In the last week alone I was face to face with two aggressive salespeople trying to sell me “stuff.” One presented software that allows trainers to store all of their clients’ workouts in their phones. Another presented a heart rate monitor that can upload 24-hour data to a computer to contrast high metabolic periods with low metabolic periods. Cool? Maybe. Useful? That’s another question completely. I remember, in the days before talking phones and GPS systems were commonplace, a national health club chain brought to the market “talking machines.” They were hydraulic, computerized, oversized behemoths, and they were programmed so that each would display a specific personality. You’d enter your code and the machines would remember you, call you by name, pre-establish the resistance and command you to perform a given number of repetitions. They were great for impressing prospective members on club tours, but in actuality, once the novelty wore off they were simply replicas of common machines with a lessthan-optimal mechanical design and a jerky awkward feel. They were “technology,” but were not the technology that people needed. They were trashed six months after the club opened. People exercised . . . with dumbbells, barbells and in group classes relying only on motivation and professional guidance. That was the “technology” that worked. Years later I worked with a major internet company who captured

the diet market online. Dieters loved the anonymity, the online guidance, and the support webinars. The company grew to boast millions of members and the CEO decided to branch out into related markets. With a crack team of IT folks and a handful of physiologists, they introduced exercise prescription via the web, and unlike the diet market, the exercise market was slow to respond. The effort fast proved to be an uphill battle, eventually heading in the way of the talking hydraulic machines. The lesson? People don’t want to exercise with computers. While as a population we will continue to develop amazing new devices and novelties in every arena, look at the “stuff” that’s come to the exercise and personal training marketplace and stuck. The sTep – A “technology” of performing aerobic exercise by rhythmically leveraging without venturing outside of a three-foot radius. The step didn’t talk, didn’t vibrate, didn’t animate and didn’t change colors. It just sat there, on the floor, and proved to be more than a trend, but an aerobic technology upon which entire businesses and by some stretch, entire industries have been built. KeTTlebells – They’re iron. They sit there looking raw and intimidating until a knowledgeable soul grabs the handle and starts lifting, swinging, flexing and extending various body parts turning the solid iron into a mobile technology of change. TRX – A strap with handles. It hangs there, waiting, and turns anything from a tree branch to a sturdy suspended pipe into a complete gym with extreme versatility … and you don’t even have to plug it in. balls and bands – From medicine balls to stability balls, from stretchy pliable bands to various dimensions of elastic tubing, these tools allow us to capitalize upon the technology of functional training, exercising the body the way the body was designed to move, and what greater technology has ever been recognized than the human machine? Realizing that the tools that will best serve us don’t even need batteries should offer us a heightened sense of pride in the “technology” of positive physical change we’ve all come to master.

"Technology” can refer to “the stuff” or “the science behind why the stuff really works."

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| www.fit-pro.com | june 2013

Our knowledge of the human frame and its support systems is our power. Our dedication to helping others find betterment is our force. Our willingness to face challenge is our gift. In that we should recognize, with or without cool and attention-grabbing innovations, we have all the technology we need.

Phil Kaplan has trained a growing number of personal trainers to integrate strategies for restoring the unwell to health with his ASPIRE program. If you have interest, email him directly at phil@philkaplan.com or visit www.bebetteracademy.com.


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