MARCH-APRIL 2015 WWW.FIT-PRO.COM
HELPING YOU PROSPER AS A FITNESS PROFESSIONAL
OBTAIN, TRAIN AND RETAIN the mom market
20+ PROFIT CENTERS TO ADD TO YOUR BUSINESS
Fitness Business 101: A PFP 2015 7-part special series
JOURNEY TO SUCCESS Farel Hruska: Leading a passionate movement for moms, by moms
EXPAND YOUR IMPACT
WITH GROUP TRAINING
Join our Channel
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PFP ONLINE Visit | www.fit-pro.com VOLUME 17 | ISSUE 2
FEATURES
president & publisher
chad griepentrog | chad@rbpub.com audience development manager
rachel spahr | rachel@rbpub.com national sales director
susan malmanger | susan@rbpub.com editor
lindsay vastola | lindsay@rbpub.com managing editor
mike beacom | mike@rbpub.com creative director
kelli cooke | kelli.c@rbpub.com
More exercise bang for your equipment buck Corrective exercises for your group training Teach group fitness? Incorporate these corrective exercises that will improve the performance of all clients of all levels. By Evan Osar
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Chris Gellert shows us the benefits and potential harm to our clients of commonly used equipment. By Chris Gellert
Entrepreneur by Cabel McElderry
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contributing writers
nick clayton, trina gray, john heringer, farel hruska featured columnists
michelle blakely, greg justice, phil kaplan, jason karp and bedros keuilian
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. Send subscriptions to: By mail: PFP, P.O. Box 259098 Madison WI 53725-9098 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 Š 2015 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. PFP is published six times per year (Jan/Feb, March/ April, Spring 2014 Buyers Guide, July/Aug, Sept/Oct, Nov/Dec). PFP (ISSN 1523-780X) [Volume 17, Issue 2] 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
Mindy Mylrea | www.mindymylrea.com
What’s your Egg McMuffin? In 1971, McDonald’s franchisee Herb Peterson was looking for a new way to increase sales in his Santa Barbara restaurant. He knew he would have to get creative and think outside the box. He followed the lead of another legendary franchisee, Jim Delligatti, who was the innovator behind the Big Mac. Delligatti had begun opening earlier and serving simple breakfast items, but increasing sales only about 5 percent. Peterson knew the key was to create something that was easy to replicate, could be produced in volume in a limited amount of time, appeal to consumers and generate enough revenue to justify opening three hours earlier than the standard time. After a few tries at a breakfast sandwich, Peterson soon created what we now know as the Egg McMuffin. The concept of the Egg McMuffin essentially transformed the fast food industry and the way America eats breakfast. Breakfast is now more than 15 percent of McDonald’s total sales and the restaurant still leads many of its competitors in the breakfast market. What does the Egg McMuffin have to do with our fitness careers and businesses? The Egg McMuffin reminds us that a simple idea like taking things that are already part of our daily life like an egg, English muffin and a slice of ham, can be repackaged and made exciting with purpose and creativity. Look at what is missing in the market, what is something your clients are clamoring for or may not even know they need until you show them? What simple new services or products can you introduce to improve their lives? Always be thinking of your next Egg McMuffin. It doesn’t necessarily have to transform the industry in a grand way, but you can impact and transform your clients, their families’, a local school or sports team, your town, city or state. It can set you apart from your competition and give you a bigger share of the market. Group fitness is an ever-growing influence in our industry; we’ve focused this issue on giving you tools and strategies to discover unique opportunities (your “Egg McMuffin”) to build your business and enhance your clients’ lives. }
} }
Farel Hruska, our Journey to Success featured professional, is a fierce leader in the moms’ fitness market. She also shares with us how to obtain and retain the influential mom market. In our Fitness Business 101 special series, Trina Gray offers more than 20 ways to diversify your business profit centers; a key to business longevity. Nick Clayton shares strategies to tackle the challenge of performing proper assessments in the group setting, a key component often overlooked.
Nutritional value aside, it may be time for you to have a new perspective of the Egg McMuffin. Venture outside of the norm and away from what’s accepted and you may just find the Egg McMuffin that catapults your career.
Follow the lead in group fitness There’s no better person than group fitness expert Mindy Mylrea, the 2015 PFP Trainer of the Year, to share insight on the trends and opportunities in group fitness.
Are there any trends in group fitness that you find particularly exciting? Being a fitness fossil I have seen a recycled version of just about every form of “new fitness trends” and I find it’s just like fashion; the fitness industry continues to reinvent itself with repeats of the past. There is a new trend however that I am so hopeful for and this is the realm of wellness. Fitness cannot be truly attained without nutritional support, behavioral change and the right type and frequency of exercise. This complete package approach is truthful and provides sustained success. Exercise alone will not help our students achieve their goals. Fitness instructors have an amazing opportunity to offer wellness coaching while teaching fitness.
What advice would you give to fitness professionals just getting started or looking to expand in group fitness? Aspire to make a difference. Ask the question, “Why do I want to be a fitness professional?” If the answer is “to truly make a difference in the lives of others,” then you are in the right place. Look for fitness education that excites you and is different from everything else out there being offered. Think outside the box and be creative with your talent. Make your mark by being unique.
What plans do you have this spring for your business? I am already completely booked with Tabata Bootcamp certifications and conventions and our new partnership with the North America JCC. We are launching a new piece to our Tabata Bootcamp program that will surely keep me busier than ever with a new 16-workout series. I also am testing the waters with my writing career, starting with a blog that hopefully will grow into a book.
Committed to your success,
MARCH-APRIL 2015 | WWW.FIT-PRO.COM | 5
CONTENTS
MARCH-APRIL 2015
Expand your impact with group training
FEATURES
OTHER Columns 08 Treadmill Talk
Meet them where they are By Greg Justice
09 Top-Notch Training Tough love in the small group training trend By Michelle Blakely
10 Boost Your Business Maximize profits with group training By Bedros Keuilian
10 Education Connection The right move
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By Jason R. Karp
Farel Hruska: Leading a movement for moms, by moms By Lindsay Vastola
30 Be Better Mind speak
By Phil Kaplan
Departments 05 Letter from the Editor
What’s your Egg McMuffin?
07 Product Profile LTL Fitness
11 Product Profile
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Obtain, train and retain the mom market
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By Farel B. Hruska
9 strategies to avoid client burnout in your group fitness program By John Heringer
ACE Behavior Change Specialty Certification
15 Product Profile MostFit
23 The Message Brian Grasso
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2015 SPECIAL SERIES: FITNESS BUSINESS 101 Part 2: Optimize & diversify your profit centers By Trina Gray
24 Education Trends
If you’re not assessing, you’re guessing
26 Exercise Spotlight Lebert SRT Barbell
28 New on the Market 29 Events Calendar
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PROFILE: LTL FITNESS Website: www.ltlfitness.com | Email: sales@ltlfitness.com | Phone: 470.349.3855
Increase training profits with your website Is your website designed for recruiting new clients or helping your current ones reach their goals? Most personal trainer’s websites lack the tools for helping their existing client base reach their goals. Retaining existing customers can cost 6-7 times less than acquiring a new client. Additionally, clients that are reaching their goals increase your profits through increased referrals, less sensitivity to pricing and selling new services and programs. LTL Fitness is a technology company that is focused on providing personal trainers the tools they need to retain existing customers and maximize profits. Through their LoseTheLedge4PersonalTrainers application, you can easily integrate nutrition and exercise information, customize meal and workout plans and add a member’s section to your website. Brian Tarbell, CEO of LTL Fitness, has battled obesity his whole life. “Like everyone who struggles with weight loss, it’s not that I don’t know how to lose weight. I know eating donuts every morning and pizza every evening is not healthy. The reason I struggle is because I don’t make those conscious decisions to eat healthy and exercise. It’s challenging to make those small changes every day. That’s why I started this company - to assist others like me who need that extra motivation every time they choose to sit in front of the television or reach for a cupcake.” Take your training online In-person training sessions are vital to keeping a client motivated and focused on their goals. However, you can’t be with them all the time. LTL Fitness’s trainer tools can fill this gap. Using the LTL control panel, trainers can easily track and assign exercises for those days when they don’t have a session. Your clients can login to your website and view their exercise routine and view descriptions of each exercise. Trainers can even customize these plans with their own exercises, photos and videos. Upsell meal plans LTL Fitness’s nutritional information is the most accurate and comprehensive in the industry. The meal plan manager features include: } Double-entry of nutritional information to ensure accuracy (proven to be 3,000% more accurate than single entry). } New foods are constantly added to the database. } Trainers can pre-configure meal plans for future use, saving time. } The system allows for notes about a client’s food preferences and restrictions.
Add a member’s section to your website Clients expect more from your website than the bios of trainers they already know or directions to your studio. They visit your website to be inspired to reach their goals, manage their account, sign-up for training and become part of your community. LTL’s membership tools include: } Message clients to keep them motivated } Schedule a workout or register for a class } Make secure online payments Software as a Service (SAAS) model SAAS allows companies to license software on a subscription basis. Applications are hosted in the cloud, sparing you from hiring IT staff. LTL Fitness’s SAAS model provides the following benefits: } Low initial setup costs and monthly fees } Seamless upgrades to new features } Safe and secure data hosting } Cancel anytime Visit www.ltlfitness.com/personal-trainer to download a free whitepaper and learn more about how LTL Fitness can improve your profits.
TREADMILL TALK Greg Justice | www.aycfit.com
Meet them where they are You’ve probably heard the phrase “Meet them where they are” many times, but when it comes to corporate fitness I’m talking literally about meeting them where they are – at work. The industry has come a long way in the 30 years I’ve worked in corporate wellness. However, few personal trainers are talking to CEOs or senior-level managers about starting an on-site exercise program for their employees. That leaves a huge opportunity for smart personal trainers or boot camp operators. Why not let that trainer be you? Think about this… the members you don’t have now are at work. Many businesses offer gym memberships to their employees but, the reality is that people who use those gym memberships are people who would already be exercising regularly and would buy them anyway. The purpose of a corporate wellness program is to attract people who either have or are at risk for chronic illness to begin a program of regular exercise. Those are the people who would never set foot in a gym to begin with. Taking an on-site fitness program to the company, perhaps by starting with a corporate boot camp, nets you a larger participant base right off the bat, little overhead (the cost of a trainer), and one monthly or quarterly check. That’s a ready-made small business. The best part is that the people who need health benefits that regular exercise provides may actually work out when they can do so at work. On-site fitness programs require a minimal investment when compared to overall health care costs and can create a base of employees that are fit and more engaged at work. Some of the other benefits can include heart attacks that never happen, the clarity and focus of that key sales person who closes the impossible sale, and the employee who smiles at the customer who was upset to diffuse a potential public relations disaster. Even though some of these benefits are hard to measure by scientific standards, they are real nonetheless. Here are four tips for setting up a corporate fitness program: 1. Learn everything you can about on-site corporate fitness. 2. Polish your professional image to match the types of businesses you want to call on. 3. Prepare a professional presentation of your fitness product/service, and have your first month’s fitness program written and ready to roll. 4. Know your client. These four things will help you establish credibility and expertise; and that is exactly what the business owner wants from you.
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 Michelle Blakely | www.blakelyfit.com
Tough love in small group training Group training is everywhere. In theory, it’s a clear win-win-win scenario: Clients pay less, trainers earn more and everyone still gets great results. However, theory is different from application. I’m concerned that we’re enticed by the dollars (as in most industries) and missing the follow-through required for effective small group training. Consider these three questions to avoid disappointing clients and your bottom line. 1. Is it worth it for your clients? It’s easy for trainers to embrace how lucrative and efficient small groups can be. However, limiting class enrollment to 10 people isn’t enough to justify the higher price point. Extra work must be happening outside the studio to deliver value and justify the price to your small group clients. The class should offer as much of the one-on-one personal training experience as possible. Bring the tailored, attentive elements of training to the small group experience. Do you assess and reassess? Do clients have clearly stated goals? Are you available for follow-up and questions? These are all important considerations. Even if clients can’t articulate it, they might feel that there is an imbalance in what they are getting for their money, and that is bad news for your bottom line and reputation. 2. Did you think it through? Is your specialty class the right size and environment? Are you a seasoned trainer? Are the details of the class clearly laid out and adhered to? Be clear about what you are offering and why. Small group training, specialty group classes, traditional group class instruction and semi-private training are all different offerings. Think about which scenarios are best for different clients and goals, market it and stick to it. This thoughtfulness and clarity will appeal to clients and significantly improve retention. 3. Are you standing in your clients’ shoes? Understandably, many consumers are confused. They approach your facility (or website) with an idea of what they want to accomplish or enroll in, but they probably don’t understand the kind of training best for their goals and experience levels. Now that you are clear on what you offer and why, you need to explain and illustrate this to your clients. Ensure they understand the details of the training, including, but not limited to, class size, instructor qualifications, program design, general class demographic and expectations outside of the gym — both yours and theirs.
Michelle Blakely is the owner of Blakely FIT, Inc., Strength Training Exclusively for Women, a public speaker and the author of the Friday Quickie blog. She is a two-time winner of the Chicago Reader’s Best of Chicago Personal Trainer award. Join Michelle at train@blakelyfit.com, twitter.com/BlakelyFit and facebook.com/blakelyfit.
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BOOST YOUR BUSINESS
EDUCATION CONNECTION
Bedros Keuilian | www.PTPower.com
Jason Karp, PhD l www.Run-Fit.com
Maximize profits with group training
The right move
There’s one word I use to explain the benefits of group training: leverage. Group training allows you to more efficiently leverage your time, skills and expertise to reach more clients and ultimately run a more profitable business. By its nature, group training costs less than traditional one-on-one training, yet this is another benefit because it allows your marketing to target a much larger potential client pool. Group training appeals to a much broader percentage of the population— you need more clients to succeed as a group trainer but your services are available to significantly more people seeking higher level workout programs. Before you can begin offering group sessions, however, you need to know how much you should charge for them. Luckily, there is a formula that takes all of your experience, reputation and talent into account. Take the rate you currently charge for individual training sessions, double it, and then divide it by three. This simple trick will let you know exactly what you should begin charging for your new group training program. If you are worried about transitioning your current clients into this new model, break the news to them using a little trick called The Oreo Cookie Method. Begin with the awesome news: you discovered an incredible new system that will allow them to achieve better results, workout alongside their friends and pay less for training. Then break it to them gently that you will no longer be offering one-on-one sessions but immediately turn that around and remind them that you will be there for them every step of the way throughout the group training. Marketing a group training program is easier, too. For example, you can turn your best clients into referral goldmines by making them your human billboards. These people need to be living, breathing, preaching examples of your group training’s transformational qualities. To help your human billboards get referrals, promote low-barrier offers that get prospects into your program using a low upfront cost for a short period of time. You can offer multiple weeks access for one low price, an offer that would be impossible with one-on-one training. Finally, make sure you utilize the incredible power of email list-building. This is the most powerful strategy for building the Know, Like and Trust Factor for any fitness pro. Build your list with your website, your consultations and your community outreach and then send regular content and offer emails that position you as the local expert in your area. If you truly want to succeed with your new group training program, you must set yourself apart from every other option available to your prospects. There’s only one thing that can genuinely make you different from all the other trainers in your area: results. Deliver the results that they can’t get anywhere else and you’ll have clients for life.
My friend’s son, Billy, was born without a right arm. My friend promised herself that she wouldn’t hold Billy back because of a disability. When Billy was seven years old, he asked if he could take karate lessons. His mother was nervous at the idea since karate can be very dangerous, especially for someone missing an arm. But she remembered the promise she made to herself, so she agreed, hoping Billy would be okay. The first day of karate class, Billy met his sensei, who taught him a move and had him practice it. At the end of the first class, he sent Billy home and told him to come back next week. The next week, the sensei showed Billy the same move and had Billy practice it. Billy practiced the move again the following week, and the week after that, and the week after that. After a couple of months of lessons, the sensei said, “Billy, you are ready for your first karate tournament.” Billy couldn’t believe his ears. “What?” he said, startled at the idea. “How can I be ready to compete? You’ve taught me only one move and I don’t have a right arm!” “Don’t worry. You’re ready,” the sensei said confidently. In his first match at the karate tournament, Billy nervously stood on the mat, facing his opponent. He didn’t know what the heck to do. He looked over at the sensei, shrugged his shoulders, and asked, “What do I do?” The sensei looked right at him and replied, “Do the move.” Billy did the move and won the match. For his second match, again he was nervous. He stood on the mat, facing his opponent. Again, he looked over to the sensei, shrugged his shoulders, and asked, “What do I do?” The sensei replied, “Do the move.” Billy did the move and again won the match. Billy did the only move he knew a few more times, winning each of his matches and making it all the way to the finals. For the final championship match, Billy stood on the mat, facing his opponent. This time, he looked over to the sensei confidently and nodded his head. The sensei nodded his head. Billy did the move, and he won the championship match. Billy was ecstatic. He had never accomplished anything like this before. During the drive home, Billy said to the sensei, “Sensei, I don’t understand. How was I able to win the tournament? I only know one—” The sensei stopped him before he could finish the sentence. “Billy,” he said authoritatively, “you have mastered the most difficult move in karate. There is only one defense for that move. For your opponent to defend that move, he would have to grab your right arm.” Want to be successful? Learn the right move and practice it until you have it mastered.
Bedros Keuilian is a fitness business consultant and founder of Fit Body Boot Camp. Get free fitness marketing and business tips at his blog RenegadeFitnessMarketing.com.
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Dr. Jason Karp is one of the foremost running experts in America, 2011 IDEA Personal Trainer of the Year and recipient of the 2014 President’s Council on Fitness, Sports & Nutrition Community Leadership Award. He is the creator of the Run-Fit Specialist certification. A PhD in exercise physiology, he has more than 200 publications, is currently writing his sixth book, mentors fitness professionals and speaks around the world. www.Run-Fit.com
PROFILE: AMERICAN COUNCIL ON EXERCISE Byline: ACE Chief Science Officer Cedric X. Bryant, Ph.D. | Website: www.ACEfitness.org Email: support@ACEfitness.org | Phone: 800.825.3636
Behavior change and business growth Introducing the ACE Behavior Change Specialty Certification
ing back. Those return visits not only contribute to profit; they contribute to our industry’s mission of eliminating the obesity epidemic.” The interactive learning experience incorporated into the ACE Behavior Change Specialty Certification includes insight from pioneers including William R. Miller, Ph.D., clinical psychiatrist and founder of motivational interviewing; B.J. Fogg, Ph.D., founder of the Persuasive Tech Lab at Stanford University and the Tiny Habits behavior-change program; Dan Goleman, Ph.D., author of The New York Times bestsellers Emotional Intelligence and Focus; and Robert Biswas-Diener, Ph.D., positive psychology expert, author and managing director of Positive Acorn.
The challenge of keeping clients coming back long-term is not a challenge unique to you. Professionals worldwide have tried experimenting with lower prices, communication between sessions, creative homework assignments and even small-group training to foster accountability. For many, however, the problem remains. The good news is, according to new and emerging research, the answer doesn’t necessarily lie in new programming; it lies in engagement.
The program, valued at 25 hours of continuing education*, can help ACE Certified Health Coaches and professionals from healthcare, allied health, fitness, business and a wide range of other fields: } } }
To develop deeper, longer-lasting relationships with your clients, relationships that keep them coming back to you for help in achieving sustainable change, you need skills in positive psychology and coaching. To help, ACE has introduced the Behavior Change Specialty Certification. Inspiring and helping people develop the skills to adopt new behaviors requires more than simply knowledge of behavior change philosophy or emotional intelligence. As a Behavior Change Specialist, you will acquire the practical, hands-on skills needed to guide people toward behavior change in one-on-one, group and virtual settings. “In addition to providing a learning opportunity that helps professionals better connect with clients and support them on their journeys to long-term change, the ACE Behavior Change Specialty Certification really furthers the idea of helping them become an extension of the physician’s office in the community,” said ACE President and CEO Scott Goudeseune. “This type of expertise will, ultimately, help more people experience long-term success, which we all know will keep them com-
}
Learn skills to build client-coach relationships that foster accountability Deliver interventions rooted in positive psychology and emotional intelligence Use motivational interviewing and other techniques to capitalize on clients’ individual strengths Develop strategies to connect in one-on-one, group and virtual settings
Build the practical, hands-on skills you need to heighten your impact, and thus, keep clients coming back. Learn more about becoming an ACE Behavior Change Specialist at ACEfitness.org/BCS. *An ACE Behavior Change Specialty Certification is valued at 25 hours of continuing education by ACE, the American Association of Medical Assistants, ACSM, the California Board of Registered Nursing, the Commission on Dietetic Registration and the Cooper Institute. It is also valued at 1.9 CEUs by NASM, 7 CEUs by NCSF and 1.5 CECs by NFPT.
Journey to Success
By Lindsay Vastola
Leading
a movement for moms, by moms f you’re not yet familiar with FIT4MOM, you’ve probably heard of Stroller Strides, a company respected as a leader and expert in pre/postnatal fitness. You may have heard Farel Hruska, the National Fitness Director of FIT4MOM, speak at IDEA World, SCW or Empower conferences or read her 2015 PFP Trainer of the Year finalist profile. And chances are good that you’ve come across a mom, family or community impacted by Farel and FIT4MOM. Farel Hruska is a mom, fitness professional and a woman with a mission to create real, meaningful change for families and communities beginning with changing the lives of moms.
A
FITNESS IS PLAY Farel’s journey to success began in her childhood growing up in Hawaii where fitness for her was purely play. She was an avid athlete involved in canoeing, outrigger racing, open swimming and a trained triathlete. She continued her athletics when she left for college, first at Syracuse then Pepperdine. Like so many of us, Farel’s career aspirations began outside of fitness. While in college, she taught group fitness at local gyms, civic centers and YMCAs but she thought she would be a broadcast journalist and started her early career in advertising and design. Out of her passion for fitness and athletics, she always made time to teach fitness alongside her career and was, not surprisingly, presented with numerous opportunities; both those she sought out and those she was given. Little did she know that her deep-seeded love for fitness early on was nothing compared to what it would become when she became a mom.
FITNESS IS AN OBLIGATION Farel has three daughters; the first two are 19 months apart and the third born two and a half
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years later. She recalls a pivotal moment as a young mom when she was overwhelmed by the feeling that she had to do everything, do it all at the same time and do it all perfectly. The feeling of defeat was always inevitable. Farel was faced with the question: “How do I live a life and mirror a life to my three daughters?” Her answer: “Fitness is no longer just a passion, now it is an obligation.” She likely did not realize at the time the impact that this seemingly simple realization would have on the lives of thousands.
FITNESS IS A CAREER Farel’s realization of fitness as obligation, gave her the fire she needed to figure out how to make fitness her career. While motivated, she didn’t know how to do both fitness as a career and be a mom. After a job transfer took her family to San Diego, she had the idea of starting a stroller fitness company. She hit the ground running, only to be faced with “no” after “no;” primarily due to the unknown liability of a relatively “new” fitness concept… moms, strollers, babies… As if the timing were meant to be, she found an ad about a new start-up company, Stroller Strides, now known nationally as FIT4MOM. She and the owner, Lisa Drexen met, hit it off and began growing the business in San Diego. Thirteen years later, Farel is now the National Fitness Director and is responsible for program development, instructor training certifications and supporting relationships with FIT4MOM franchisees and instructors. She takes great responsibility in programming and teaching the specific biomechanics of motherhood and how to deliver safe, effective fitness to moms of all stages, from pre/postnatal to moms with strollers. She also takes great responsibility in ensuring each mom, whether an instructor or client, is happier and healthier so they inspire happier, healthy children, families and communities.
1: passionate mom with an obligation 3: daughters that serve as inspiration 20+: years impacting the lives of moms, families and communities
Farel
HRUSKA
223: FIT4MOM franchisees in 36 states 2000+: FIT4MOM instructors Countless: lives changed
CURRENT TITLE: National Fitness Director, FIT4MOM
CERTIFICATIONS: ACE-group fitness instructor and Certified Personal Trainer, AFAA-group exercise
EDUCATION: Pepperdine University
FAVORITE WORKOUT EQUIPMENT: It’s a tie between resistance tubing and my own bodyweight
FAVORITE HEALTHY SNACK: Honey crisp apple and a handful of raw almonds (and sushi!)
FAVORITE QUOTE OR SAYING: “Be the change you wish to see in the world.” -Ghandi
CONTACT: 866.FIT.4MOM farel@fit4mom.com www.FIT4MOM.com www.facebook.com/farelbischoffhruska twitter: @FarelHruska
Farel found exactly what she was looking for. Over 13 years, her roles within FIT4MOM grew in tandem with her children, giving her opportunity to “do both” — be a mom and fulfill her passion (and obligation) for fitness. She has also taken a valuable lesson learned in motherhood and applies it to business: “to stop should’ing on myself.” During the time as a young mom when she thought she “should” be able to do it all and do it all perfectly, she felt unproductive and felt a lack of direction. When we focus on what we can do, whether in business or family life, we are able to be focused and purposeful.
FITNESS IS A MISSION In 13 years, a profound number of mom’s lives have been impacted by Farel and the work of FIT4MOM; but as Farel highlights, this number pales in comparison to those who are still out there who need fitness. This is the mission. Farel sees several opportunities in the industry that can serve this mission that she strives to integrate in her own career. Fitness professionals can train more holistically by tapping into opportunities in coaching; clients can be taught exercises but real change will happen by delving into their “why.” She also has found power in allowing for silence: listen more, ask questions, listen again, give feedback. We don’t always have to be talking, rather should look to do more exchanging. Even more than ever, education, credibility and professionalism need to be a paramount expectation. She also sees a shift in the industry toward an overall sense of ‘coming together’ on the same mission with more than enough people out there who simply need fitness. Summing up her mission’s purpose, Farel says, “I have had the honor of “growing” fitness professionals. We bring people to this industry; I train, certify and empower them to then pay it forward and do the same for more moms across the country. It’s such life-giving work!”
FITNESS IS A MOVEMENT What started as a mission has now morphed into a movement. With more than 2,000 instructors and 223 FIT4MOM franchises, FIT4MOM has created a movement. As Farel shares, “We have invited so many moms to step into their own light, to make themselves a priority and to show the way they wish their children could live. I often say that what I do isn’t a job; it’s a movement and an obligation. These children (of our moms in class and of all of our instructors) are watching. They WANT to be like her, I feel responsible to train and enlighten her to understand the power of her space in this world. It can influence EVERY person in her sphere…especially her children. There is no greater job!”
FITNESS FOR MOMS, BY MOMS FIT4MOM is a brilliant example of the real possibility of serving a mission while growing a successful business. Farel credits the success of the company to the leadership remaining steadfast to the vision and big picture. As she describes, she is the fitness “yin” to Lisa Drexen’s business “yang;” they complement each other’s strengths and weaknesses and while there are compromises as in all business, there is a mutual respect to hold each other up in their light. While her full-time national position does require frequent travel, she is still able to be a mom first. One achievement Farel is particularly proud of is the formation of FIT4MOMS — it was born from and run by MOMS. FIT4MOM has grown into a go-to space for moms of any age and they know that the sphere of influence of a mom is profound and far reaching. “When she is healthy, confident and happy, she will then raise healthy, confident and happy children…which can change our world.” Looking at her journey to success, it seems as if her path had already been paved for her, as if the movement was her destiny to lead. As a presenter, educator, leader and most importantly, as a mom first, Farel’s story of innovation, empowerment and commitment to family inspiration through a powerful mom is one we can all be inspired by.
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PROFILE: MOSTFIT Website: www.most-fit.com | Email: andrew@andrewgavigan.com | Phone: 805.415.7493
Stability and functional training products unlike anything on the market If you’re looking to add a new dimension of intensity, explosive muscle engagement and core training to your exercise regimen, or for your clients or members, MostFit has the most innovative tools on the market. MostFit is a line of fitness products that offers a unique spin on functional and stability training, and is focused on helping the user be the “Most Fit” they can be — anywhere, any time. About the products … MostFit SYN Rings allow the user to suspend weight plates from an Olympic weightlifting bar creating instability; forcing the user to engage more core and stability muscles and increase overall strength. The rings allow the weight plates to move in all directions, including forward, back, side-to-side, up-and-down, and in circular motions. Stability weight training with the MostFit SYN Rings promotes core stabilization, explosive muscle engagement and athletic development — it’s a whole new way to train. And speaking of explosive muscle engagement, the revolutionary MostFit Core Hammer is a first of its kind, finally making sledgehammer workouts possible without the tire. The Core Hammer is designed just like a sledgehammer, but the head is round and composed of solid hard rubber, providing the right amount of rebound so the user can establish a rhythm that exactly mimics traditional sledgehammer swings. This means that sledgehammer workouts can now be done anywhere… in a park, gym, Crossfit box or at home and multiple users can workout together in small spaces with the Core Hammer.
The MostFit Suspension Strap offers “grab-and-go exercise” at little cost. It’s a safe, affordable and most importantly, portable way to get your workout on — at home, at the office or on the road. Bodyweight training with the MostFit Suspension Strap will strengthen major muscles, while improving balance and core strength. It’s designed to be a single, contained unit, and all adjustments are made using just the body. There are no extra parts or adjustable clips to get in the way of the workout and the anchor is attached. Additionally, the MostFit Suspension Strap weighs significantly less than other products available, and it contains no metal parts, so it can easily be brought in your carry-on luggage for air travel. The MostFit product line also includes Resistance Loops, Resistance Bands and Resistance Tubes, as well as exercise mats. About the company Founded by trainer Andrew Gavigan in 2011, MostFit is focused on creating and sharing affordable, efficient and accessible fitness equipment that empowers individuals to get stronger and to workout anywhere, any time. MostFit is dedicated to promoting fitness throughout the community, as a means to health and happiness. Their goal is to make fitness enjoyable, accessible and realistic - which is paramount to creating a heathy body image and ultimately success.
BY FAREL B. HRUSKA
{ I
OBTAIN, TRAIN AND RETAIN
THE MOM MARKET
f you work with women between the ages of 20-45 you more than likely have an incredible opportunity to create a specialized experience for moms in your community and build your training business. When a woman enters into motherhood, she experiences a life-changing transition. Her world changes drastically, both physically and emotionally. As a trainer to this special population, you can make a tremendous impact to your client base and her life.
What does a mom want/need from a trainer? A mom wants someone who “get her.” Her life, her body and daily experiences are unique. Taking the time to understand her – physically and emotionally – makes all the difference in the world. Through pregnancy and into motherhood, her body has changed more than a man’s will in his entire lifetime. From the the exaggerated spinal curves as her pregnancy progresses to the physical demands of caring
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for another human being, her body has very unique challenges. Her day-to-day experiences are likely also different. She probably went from a full-time job to staying at home with her newborn (at least for six weeks, maybe longer) and she can feel profoundly isolated. Her time is limited and “mommy guilt” has settled in. She may feel like she needs to take the back seat to the well-being of her child. All this understanding will position you as a trainer who “gets her” and you can then train her with that knowledge and compassion. Moms specifically adhere to, and are loyal to, experiences and services that speak to their uniqueness. When a business or service speaks to her and her challenges, she will likely stay. Here are some of the ways you can be the trainer she needs:
Be knowledgeable Truly understand her physiological changes and needs by being an expert on training the pre- and postnatal woman. Consider a certification and on-going continuing education to
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be armed with the most updated research and recommendations. Study the musculoskeletal imbalances which occurred during the nine months of pregnancy. Further, understand the physical challenges she is faced with everyday, with an increasing and non-compliant load (aka, her sweet baby). Her child will be rowing her body off balance all the time. Training with that knowledge in mind can help you to design exercises which offer instability with dispersed load. For example, using uneven resistance applied to movement-based exercises, anchor a resistance tube in front of her and have her hold both handles in one hand as she does a butt-kicker run.
Be flexible (with her physically and logistically) Physically: As much as her physical state is ever-changing, so is her day-to-day schedule. From a training standpoint, understand that she is still recovering, and what works one day may not work another. She is also dealing with an erratic sleep schedule (that’s putting it mildly), so she could have fluctuating en-
ergy levels and concentration from session to session. Because her day can change at a moment’s notice due to intense fatigue, her child’s nursing/feeding and nap schedule and doctors appointments, her training regiment will need to have some fluidity to it as well. Logistically: Find the days and times that work for the both of you, and then build in your backup plan. “Rolling with it” is key to showing that you understand her world and can be accommodating. Be flexible with your training locations, too. She may need to train in her home sometimes when/if her baby’s nap schedule changes. She also may need to have some of her workouts be a traveling experience with her child in a stroller. As long as you are flexible, she will feel understood and taken care of.
Be empathetic Her world has transitioned is so many ways. She will be experiencing a plethora of emotions and feelings. The moment that baby is born, so is “mommy guilt.” She often feels like it is selfish to take time for her, like her whole existence should be about her baby. She also may feel like she should be doing a better job at this motherhood thing. You may hear things like, “I should be at my pre-pregnancy weight
(or clothes) by now” or “I should be able to have a clean house and care for my baby, too” or “I should be able to sneeze/cough/jump/ run without peeing a little.” The best message to give her is to stop “should’ing” on herself! She is doing her best and when she is working on getting herself back from having a baby, patience and persistence will be your focus together. Show her that you are with her, by her side, and that you believe that she can do whatever she sets her mind to!
profoundly impact your business and the lives of this very important client. The best way to build your business in the mom market is to treat them like gold. Moms talk. They talk about what they like and what they don’t like. If she has a wonderful and effective experience with you, she will tell others. To attract and then retain these wonderful women, be knowledgeable, be flexible, be empathetic and be empowering. Your impact can be incredible.
Be empowering Help her to understand the incredible role she has as a mom. When she is feeling positive, healthy, strong and confident, there will be a ripple-effect to the children she is raising. Take time in each of your training sessions to lift her up, build her self-esteem and congratulate her for taking the time for herself. Help her to understand that while she may feel selfish, she is actually doing some amazing things for her children by being healthy and positive for them! When she walks through the world with strength and happiness, her children will likely do the same. Moms are such a unique and wonderful population to train. Focusing on moms can
Farel B. Hruska is the National Fitness Director for FIT4MOM. With nearly 20 years experience as a personal trainer, group fitness instructor and educator, Hruska manages all fitness-related programs and initiatives for FIT4MOM, supporting thousands of instructors and franchisees nationwide in addition to supervising instructor certifications. Hruska is a recognized industry presenter and has been featured by numerous press outlets for her fitness expertise, including Active.com, New York Times, WebMD, Women’s Running Magazine, SheKnows.com and Pregnancy.com.
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BY JOHN HERINGER
STRATEGIES TO AVOID CLIENT BURNOUT IN YOUR GROUP FITNESS PROGRAM
o your clients seem disengaged or bored? Are they tired of the same thing? Are you seeing your bottom line being impacted by clients leaving to try other programs or other facilities? Client burnout can be the Achilles heel of your business if you are not staying on top of keeping your members engaged and loyal to your program. Here are nine strategies you can begin to implement today to avoid client burnout and keep your group fitness program turnover as low as possible.
1.
Do a reality check
A quick reality check. It starts with YOU. You are the owner and head honcho. If you don’t change, nothing will. You have to be open to change and you must listen to your clients and your team with an open mind. As Stephen Covey says, “seek first to understand, then to be understood.”
2.
Survey your clients
Surveying your clients is incredibly easy to do and yet many fitness professionals and studio owners don’t take advantage of this powerful tool. What is it that your mem-
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bers want? What will help them achieve their goals? What are they struggling with? What do they like most about your programs? What do they like least? What other classes would they be interested in? With this knowledge you can formulate a game plan that speaks to the heart of what your clients want and need. Use a free online survey website like www.surveymonkey.com to simply create your survey and collect responses.
3.
Incorporate new equipment and fresh exercises
Even with minimal investment in fitness equipment, you can create a new exercise experience for your clients; while being mindful to never progress a client beyond their means. Using tools like BOSUs, stability balls and slam medicine balls can keep exercises fresh and exciting and get your members smiling.
4.
Consider adding new classes (but remember who you are and what you are good at)
Think about your target market, think about their goals and remember who you are and what you do best. Add complementary classes that make sense in the overall program-
ming for your clients. For example, yoga will help them with recovery from other, harder boot camp-type workouts and provide good reflection time, while upbeat, more cardio-based workouts keep it fun and give them the “feel-factor.” It’s a win-win and will keep your members engaged. Don’t know where to start? Remember the power of the survey… and don’t forget to survey your team as well.
5.
Survey your team and play to their strengths
6.
Upgrade your studio
Often we hire people and just put them where we need them. Consider if teaching a specific class is truly the best fit for that particular team member. When was the last time you asked each team member if they enjoy what they teach? Focusing on the strengths and passion of each team member will help them gain more enjoyment from their job and in turn they will deliver awesome service to your members; a key factor in member retention.
Still have the same flooring from 10 years ago? Did you take care of those paint touch-ups? Members notice. One of the quickest and easiest ways to add some “wow”
and positive energy is new paint! Try fresh colors with motivational quotes or power words. Maybe spring for some new flooring. Make it a big deal, post on social media with your recent “makeover” and let clients know how excited you are and how much you appreciate them.
7.
“Be the spark”
8.
Serve your team
Are you still bringing the energy? Do you still love what you do? Do you give everything you’ve got to every session and member you serve? This is critical to avoid member burnout. If you’re the owner you need to lead by example and “be the spark.” Find ways to protect, enhance and spread your positive energy because your members and your team will feel the energy and be drawn to it. Your own personal development plays into the energy you bring to your clients. For example, on a daily basis, try to read at least one positive quote or listen to positive affirmations on a voice recorder and recite them aloud. Praise progress and recognize and celebrate key achievements and milestones for both your members and your team.
When we survey our members and ask them the top reasons they choose us for their fitness needs, almost always the top response is “the passionate and motivating coaches.” What are you doing to hire “A” players? How can you serve your team better? Try this simple exercise at your next team meeting; ask your team four questions: 1. What motivates them? 2. What would make their job easier? 3. What would make their job more fun and enjoyable? 4. What is one idea they have to serve your members better? You will be amazed by the results and it will be your responsibility to take action on their answers so you retain awesome employees and create members who are raving fans.
9.
Build a tribe of raving fans
What are you doing to build your tribe? Remember, it’s our job to make fitness fun! Add humor in your workouts, smile more often, high-five your members and encourage them to high-five each other. Have themed workout days and encourage and reward participation. Find what works for you and have a good time! As the fitness industry evolves, you have to be able to improvise, innovate and adapt to continue to survive and thrive. Implement the ideas above and you will empower your team, create an awesome environment, beat the client burnout so many facilities are experience and create members for life.
John Heringer is the Founder and Chief Motivator of Fast Action Training. John has been managing and leading in the fitness industry for 10+ years and loves inspiring trainers and studio owners to improve their businesses and their lives. Since early 2010 John has built Fast Action Training from zero clients and a one man show to over 300+ clients and an amazing team of seven passionate individuals dedicated to making the world a more fit, healthy and positive place. John@fastactiontraining.com
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By Trina Gray
PART 2 OF PFP’S 2015 SPECIAL 7-PART SERIES:
FITNESS BUSINESS 101 20
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OPTIMIZE AND DIVERSIFY YOUR PROFIT CENTERS
F
itness businesses come in all shapes and sizes — from boutique Pilates studios to membership gyms. We find our niche and serve the needs of our clients. Although services vary, successful businesses have one common thread: multiple streams of revenue to keep operations afloat and thriving. Running multiple profit centers, such as personal training, boot camps and nutritional products, is a tenuous balance. As entrepreneurs, it is easy to get distracted and have your hands in many pots. Focus your energy on services that provide the deepest impact and the most return on investment and resist relying on one area of your business to do all the heavy lifting. The goal is to explore ideas for diversifying your current income, much like you would diversify your investments if you were planning for retirement. Also look to create programs that include multiple profit centers to showcase the best of your business.
Here is a list of 20 potential profit centers to consider: } general membership } personal and semi-private training } small and large group training } group fitness } mind/body classes } specialty classes, such as spinning or boxing } boot camps } adventure clubs } corporate wellness offerings } nutritional products and supplements } juice/smoothie bar } logo wear/workout gear } community weight loss programs } youth camps } outdoor adventure training } on-line personal training } nutritional counseling } affiliate products, e-books, fitness equipment, etc. } special population, such as senior fitness, prenatal, kid fitness, etc. } strategic partnerships, such as chiropractic or massage
Take some time to reflect on your current business. Where does your business line up? Are you highly functioning in at least six of the areas listed above? Create a list of your current profit centers. Add to that list any services you have the potential to add. Knowing your profit centers helps you plan for success. The success lies in combining your products and services in a meaningful way to create both feeder programs as well as retention programs. You simply tailor the cost, length, depth and focus of the program to the audience you want to serve. You pick and choose which profit centers you want to highlight. In doing so, a new client can try you and your services before committing long-term. Even an existing client can try new things to avoid burnout and guarantee on-going results. To expand your list of products and services, identify your clients’ fitness, wellness and nutrition needs that fit your brand. Focus on being their total solution. Going deeper in your existing clients’ lives makes more business sense than constantly attracting new clients and serving them only on the surface. I’ve outlined below a case study of successful experience in my own business in optimizing multiple profit centers.
Here’s a glimpse into what to expect in our exclusive 7-part series: Part 1 | January-February The first 60 days
Part 3 | Spring Buyers’ Guide Plan for profit: understanding the real costs of business
Part 4 | June
Select the client management system that fits your business
Part 5 | July-August
Integrate mind/body programs that complement your training services
Part 6 | September-October The power of your brand: is your brand helping or hurting your business?
Part 7 | November-December
Lay out your marketing plan for 2016
Key Takeaway: In all of our programs out-
4-Day Swing Camp
lined below, clients are exposed to large group training, small group training, nutritional coaching, online coaching in private Facebook groups, our recommended meal replacement shake, menu planning and exclusive logo wear. We touch on all profit centers in all camps, no matter the duration. Some camps include group fitness and outdoor adventure training. Some camps include massages or private nutritional coaching as a prize. Some camps include fitness supplies that we retail, such as foam rollers. Each camp is analyzed top to bottom and filled with the best we have to offer.
This high-demand camp is offered Monday through Thursday once per month. Each month, we reach a max capacity of 25 participants per time slot (offered at 6 a.m., noon and 6:30 p.m.). It has great curb appeal because it is a quick jumpstart and features choreographed workouts set to great music using kettlebells.
Specialty Boot Camps These are not on-going, regular workouts included with our monthly training packages or memberships. These are unique, add-on programs with a beginning and end date and include lots of bells and whistles.
21-Day Slimdown This three-week boot camp, offered twice per year, guarantees results and prizes for all and grand prizes to best transformations. We offer optional weight, measurements, fitness testing and before and after pictures. They have access to three “Slimdown Formula” workouts per week. This camp attracts between 100-150 current and prospective clients.
Body Beauty This three-week strength camp for women,
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offered monthly, builds lean muscle while improving confidence, poise and overall happiness. In addition to the workouts, we offer roundtable discussions on various topics on body image, eating for fuel and embracing failure. They form friendships and expand their horizons beyond cardio. Each camp enrolls between 20-40 women monthly.
Participants train for a local 5K run or SUP race on the river, both sponsored by local nonprofits. Both camps finish on race day. We provide exclusive, race jerseys with our logo. We complete the race and gather for a celebration where we take pictures, collect testimonials and handout our own certificates. We serve between 75 -100 participants in these summer camps.
Train to Run and Train to Paddle
Corporate Wellness
We lead three-week Train to Run and Train to Paddle programs for as long as the weather allows. Our groups meet two times per week.
We go beyond “lunch and learns” by offering a six-week specialized program to overhaul the fitness and nutrition of our local workplaces. We
start with a new workplace each month. Group training can be done on-site at the business, or at your own facility. Participants are teamed in groups of five and assigned a personal trainer as their coach. They follow a simple meal plan, have access to one-on-one nutrition coaching and receive a personal exercise prescription to follow. Workplaces love the Corporate Fit Challenge because it lowers healthcare costs, saves money and increases productivity and employee satisfaction. We love Corporate Fit Challenges because, in addition to creating healthier neighbors, we expose new members to the best we offer, a great formula system for staying with us long-term. Our goal is to serve a new workplace each month, enrolling between 12-50 per workplace.
Thinner Winner Our annual community-wide weight-loss challenge puts members and non-members in groups of four to six for a six-week period. We host 10 special Thinner Winner workouts along with complete access to our facilities during the program. Three $1,000 prizes are awarded to the teams that achieve the greatest results in three categories: the greatest percentage of inches lost, the greatest percentage of weight lost, and the most club check-ins. We create buzz in the community with a great tagline: “Help Alpena lose 2,000 pounds!” We deliver healthy gift baskets to area businesses, inviting them to create a team. This program changes lives, strengthens the engagement of clients and brings new members. We enroll between 200-225 people annually. Often times, growth is trial and error. Initiatives over the years have not fit our core mission and ended up being a distraction. We now focus on the profit centers that serve our ideal clients the most. Products and services that stand on their own, such as personal training, can only take you so far. It takes a lot of sessions and time in the trenches to earn a living, keep great clients and grow your business. Adding other products and services is smart business, especially when they are combined to offer your clients a world-class experience. Make 2015 your best year yet. Jump in the water with two feet and add more streams of revenue.
Trina Gray is a leading fitness entrepreneur who owns the award-winning Bay Athletic Club in Alpena, Michigan. She is a national presenter, writer, creator of the Corporate Fit Challenge system and sought after mentor. Trina is the founder of Team Rockstar Fit, www.TrinaGray.com
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THE MESSAGE Website: www.TheArtofInspiredLiving.com | Facebook: www.facebook.com/AofILiving
Brian Grasso, an 18-year veteran of the fitness industry, is the founder and former CEO of the International Youth Conditioning Association, an internationally sought after speaker, and has been featured in Newsweek, ESPN, Men’s Health and Men’s Fitness and former consultant for Nike. It’s his message of inspired living that has captivated thousands and spans far deeper than the physical practice of fitness with his newest venture, The Art of Inspired Living. Here’s how Brian shares his message… My ideal client is anyone prepared to “un-define” what they think they are, what they think they’re capable of, and what they think is possible. My message says that we can’t just look at actions and habits when creating changes in life, exercise or nutrition. We must understand what drives those actions and habits. The unconscious mindset — perception, belief system and expectations — remains the key to all success. If I had only one way to share my message it would be it would be Facebook. You can impact a person’s day in real time. Successful messaging is authentic. The world is full of people who preach one way and live the other. Eventually, that cloak wears thin. Be yourself… always. People follow me because I don’t offer the same advice, inspiration or suggestions as everyone else. The vast majority of people create goals but never achieve them. It’s time we stop talking about goal setting and start learning how to establish success-based mindsets.
BRIAN GRASSO
EDUCATION TRENDS Nick Clayton | Personal Training Program Manager | National Strength and Conditioning Association | www.nsca.com
If you’re not assessing, you’re guessing The popularity of small group training has exploded in recent years and by most accounts is expected to continue for the foreseeable future. Why? It provides clients semi-individualized programs along with coaching at a fraction of the cost of personal training, along with a social/team component. For the personal trainer teaching the class, it increases revenue per hour and can lead to future one-on-one clients. While small group training is a great option to offer, it does pose a couple of unique challenges; how do you efficiently perform assessments on a group of clients and how do you program the workouts to meet the different ability levels of the group appropriately? If you are offering a boot camp style class with mostly bodyweight and light implement exercises, the following three exercises can simplify the assessment process and not take time away from the workout.
finish, compare their score, looking to see if one side was significantly different than the other. Also, ask clients if their hamstrings cramped during the exercise.
What to do with this information Once you have this information you can use it to add value to the program, build your professional credibility, and guide your exercise programming. }
}
Have the clients perform one set to failure following the beat of a metronome (yep, there’s an app for that) set to one-second intervals. Your job is to grade their technique during the exercise, not count their reps. } Tip: create a chart for each of the following exercises with “what to look for” and a space to enter a score, along with a comments section. Grading is as follows; 1 = needs significant work, 2 = needs some work, 3 = clear.
Provide mobility and stability “homework” to clients who scored less than a “3.” This is a great way to increase the client’s perceived value of the program and adds to your professional credibility. When designing the workout programs, provide three variations for each exercise. Clients that scored a “1” should perform the most basic version of an exercise. This will save you from having to adapt programs on the fly and provide the most appropriate exercise variation for each client. For example, if a client can’t sufficiently perform a hip hinge, how do you think they’ll do at kettlebell swings? Make sure to train the movements you test frequently and reassess the same exercises at the end of the program, then tell everyone how amazing they did and provide them with a sticker or pat on the back!
Exercise #1: Push-up
Nick Clayton is the Personal Training Program Manager for the National Strength and Conditioning Association (NSCA). He has 16 years of experience as a personal trainer and strength coach and earned his Master’s degree in Exercise Science and his MBA from the University of Florida.
In addition to upper body muscular endurance, push-ups will tell you about a client’s trunk and shoulder stability. You are looking to see if they have a straight line from their ankles through their head and whether they can maintain this throughout the exercise (e.g., do they lose a neutral position when fatigue sets in? Are their shoulders shrugging up into their ears? Are they able to keep their elbows at about 45 degrees from their body?).
Exercise #2: Bodyweight squat The bodyweight squat will tell you about lower body muscular endurance, mobility and stability, as well as general athleticism. You are looking to see if they can get their hip crease below the level of their knees, maintain a neutral spine and keep their knees tracking in-line with their feet.
Exercise #3: Single-leg bridge The bridge is one of the easiest ways to determine hip mobility and stability, and is a precursor to more advanced hip hinging exercises like the Romanian Deadlift and kettlebell swing. Look to see if clients can maintain a neutral spine and can refrain from rotating at the hips. If they are hyperextending their spine, it’s a sign of tightness in the hip flexors and lack of core stability. Once they
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Certification and continuing education organizations American Aerobic Assoc. International (AAAI)
National Strength and Conditioning Association (NSCA)
American Council on Exercise (ACE)
Savvier Fitness
www.ACEfitness.org
www.TabataBootcamp.com
National Federation of Professional Trainers (NFPT)
SCW Fitness Education
www.aaai-ismafitness.com
www.nfpt.com
www.nsca.com
www.scwfitness.com
EXERCISE SPOTLIGHT Exercises designed by Lebert Fitness
LEBERT SRT Barbell Introducing the LEBERT SRT (Spring Resistance Training) Barbell with spring technology to take your regular barbell exercises and make them much more effective and exciting. With springs set on either side of the two sliding hand grips, users press inward OR outward, activating more muscles and creating more resistance with every rep. The LEBERT SRT Barbell comes with two five-pound weights and two sets of springs – one low resistance and one high resistance identified by color. The springs have been tested for over 100,000 reps. LEBERT SRT Barbell total weight is 17 pounds. International patents pending.
SRT Push-up
Hold the SRT Barbell with an overhand grip (hands on foam grips) and get into push-up position. As you lower into the push-up, squeeze out against the springs, pause at the bottom and then drive hands towards center squeezing the other set of springs inward and really activating the chest! This can be done slowly or explosively.
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SRT Reverse lunge with crossover
Start with the SRT Barbell overhead and with an outward squeeze, step back into a reverse lunge and bring barbell down to your waist on one side (keeping knees tracking forward) and perform an inward chest squeeze. Hold for a full second and then head back to the shoulder press and repeat on other leg/side.
For more information, visit www.lebertfitness.com
SRT Upright row with straight-arm raise SRT Upright row with straight-arm raise
With hands on foam grips and an overhand grip, bring the SRT Barbell upwards (close to body) to chest height while squeezing in (slightly). Lower slowly, release the squeeze and then raise the SRT Barbell with straight arms to shoulder height and squeezing out on the springs. You can do this slowly or explosively. Bring hands back to center and lower slowly. Repeat the sequence starting with the upright row.
SRT Skull Crusher
Lying on your back (knees bent and feet at on oor) hold the SRT Barbell overhead. Slowly lower the SRT Barbell to your forehead while squeezing in on the springs, pause and then into extension squeezing out on the springs as your arms straighten and hold the squeeze at the top. Slowly lower and repeat.
With hands on foam grips and an overhand grip, bring the SRT Barbell upwards (close to body) to chest height while squeezing in (slightly). Lower slowly, release the squeeze and then raise the SRT Barbell with straight arms to shoulder height and squeezing out on the springs. You can do this slowly or explosively. Bring hands back to center and lower slowly. Repeat the sequence starting with the upright row.
SRT Bicep curl with shoulder raise (Arnold Press)
Hold the SRT Barbell with an underhand grip and slowly curl the weight up with a strong chest squeeze at the top. Keeping the chest and biceps activated with time under tension, continue to raise the SRT Barbell up in front of you to just over head and with arm bent at 90 degrees. Pause, then lower slowly, and perform an outward squeeze. Repeat. MARCH-APRIL 2015 | WWW.FIT-PRO.COM | 27
NEW ON THE MARKET The latest trends in fitness equipment
4’ ACTIVMOTION BAR ActivMotion Bars are hollow with round steel weights that glide smoothly and gently within. ActivMotion Bars have been proven in a clinical study performed by the University of Michigan to activate core muscles up to 93% more than common fitness tools such as medicine balls and weighted bars during the same exercises. Standard ActivMotion Bars are 5 feet long, ranging in weight from 6-18 lbs. The new 4 foot, 4.5 pound bar is perfect for group fitness, Pilates and active aging clients. www.activmotionbar.com
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Lindsay's Review: FitnessMats
Fitness enthusiasts and novices alike have a heightened awareness of the value of investing in quality tools and equipment to maximize effective, comfortable and safe workouts. A quality fitness mat is among the products people seem willing to invest in for comfort, safety and longevity. The FitnessMat is a premium performance mat that effectively suspends body weight and reduces impact and stress. The material is anti-microbial and easily cleaned and maintained, even offering a 7-year replacement warranty to save money spent on replacing used mats. Once you and your clients try the FitnessMat, you’ll never look at a conventional workout mat in the same way! www.wellnessmats.com
MOSTFIT CORE HAMMER
PRECOR COACHING CENTER
VICORE “S” SERIES
The MostFit Core Hammer allows you to perform sledgehammer workouts without a tire! The new MostFit Core Hammer weighs 8 pounds, is 32” and has a 7” diameter urethane head, which provides just the right amount of rebound in order for the user to create a rhythm. Sledgehammer workouts can be portable and performed by several people at once in a small space. Enjoy your favorite sledgehammer exercises in your yard, outside the office or at a gym. www.most-fit.com
Precor, a leading home and commercial fitness equipment manufacturer, unveiled the Precor Coaching Center, a new destination for information and tips to help fitness professionals and exercisers optimize their workouts, and ensure operators get the most value out of the company’s equipment. Precor coaching content inspires personal trainers to use Precor equipment in new ways to help clients stay engaged with their goals. Each training video and instructional tip is grounded in exercise science and inspired by popular trends and/or proven training methods. www.precor.com/en-us/coaching-center
Vicore Fitness has launched their generation 2.0 dubbed The “S” Series. This second generation of products features their unique Air Surface Systems and adds components like smart phone interfaces and proprietary no scratch paint systems. All Vicore products feature “The Body Link System,” which is an air-filled surface that interlinks with the user to provide a three-dimensional element to their workout routine. The result is increased balance, coordination and neural synapses. www.vicorefitness.com
| WWW.FIT-PRO.COM | MARCH-APRIL 2015
EVENTS CALENDAR March 2015 - July 2015
MARCH 2015 IHRSA 2015 – 34th International Convention & Trade Show March 11-14 | Los Angeles, CA www.ihrsa.org/convention
YogaFit l YogaLean Mind Body Fitness Conference March 12-15 | Chicago, IL www.yogafit.com
NPE SPRING TRAINING March 26-28 | La Jolla, CA www.netprofitexplosion.com/events
2015 NSCA Training for Combat Sports Clinic March 27-28 | Colorado Springs, CO www.nsca.com/events
California MANIA March 27-29 | Burlingame, CA www.scwfitness.com/MANIA
APRIL 2015 Lebert Training Systems Master Trainer Summit April 23-26, 2015, TORONTO, Canada www.lebertfitness.com/Portals/8/Courses/ TOMTSummitflierworking.pdf
FitnessFest Conference and Expo April 30-May 3, 2015, Scottsdale, Arizona www.fitnessfest.org
MAY 2015 Florida MANIA May 1-3 | Orlando, FL www.scwfitness.com/MANIA
JUNE 2015 AAAI/ISMA”One World” Fitness Education & Certification Conference June 5, 6 & 7, 2015 | Atlantic City Convention Center Atlantic City, NJ www.aaai-ismafitness.com
YogaFit l YogaLean Mind Body Fitness Conference June 25-28, 2015, Minneapolis, MN www.yogafit.com
JULY 2015 YogaFit l YogaLean Mind Body Fitness Conference July 16-19 | Dallas, TX www.yogafit.com
For a complete listing, see our online Events Calendar at www.fit-pro.com/events. MARCH-APRIL 2015 | WWW.FIT-PRO.COM | 29
BE BETTER Phil Kaplan | www.philkaplan.com
Mind speak Few of us tolerate excuses. We’ve heard them all. No time. No money. No motivation. Too busy. Too fat. Too old. We’ve all learned to handle these, and unless we’re otherwise trained, we tend to attempt excuse dismissal through the process of rational thought. Rational thought lines things up, creates an order that can be converted into a list of pros and cons. Does that work? I’ll allow you to answer that question by considering the following: Did you ever make a stupid decision? I’m going to guess most people being honest would answer with a definitive YES. As you review the process of making the decision, you’ll realize you didn’t operate by responding to a list. You quite simply made the decision because, in the moment, despite what might have made sense, “it felt right.” DECISIONS, DECISIONS When a prospective client tells you they’re “trying to decide,” they’re really telling you they’re compiling a mental list, trying to reason whether they should act. If you’re facing a negative mindset – a mindset with those perilous excuses serving as its roots – you’re tugging at the vine that just doesn’t want to break. Plato said, “The human mind is like a chariot drawn by two horses. One is the horse named Rational Thought. It’s little, weak, but very linear. It knows that the shortest distance between two points is a straight line. The other horse, however, isn’t as focused. We can call it Impulse, and Impulse is a big, strong horse that ultimately pulls the chariot.” Here’s the point: People do not make lifestyle decisions and achieve dramatic self-improvement outcomes rationally. The decisions and actions that lead to radical change are always emotional in the moment of shift. As long as we try to impact people with Rational Thought, we’re speaking to the wrong horse. TWO BRAINS? For simplicity, let’s refer to Rational Thought as the Thinking Brain, Impulse as the Emotional Brain. There is a language that is received only by the Thinking Brain and as long as we stay grounded in that language, we have little power to affect true change. “You know you have to make time for exercise. It’s the most important thing you can do in staying healthy.” True? Yes. Compelling? Not to the Emotional Brain. “You just told me you tried four different diets and they didn’t work. It’s time to try something else.” Rational? Yes. Compelling? Nope. The Emotional Brain is where desire lives, and those irksome excuses serve to bury possibility. They quell desire as water to a fire. Excuses live in the Emotional Brain and they run cyclically, ready to jump out any time a spark of desire is met with a need to change.
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| WWW.FIT-PRO.COM | MARCH-APRIL 2015
The seat of desire in the human brain resides in the Prefrontal Cortex (PFC). In excuse-ridden folks who find the exercise habit elusive, activity in the PFC is reduced. The trick to creating, igniting and building upon the spark of true change lies in reigniting the brain’s desire center, the driver of the Emotional Brain. We will not defeat excuses by combating them. If someone told you the sky was green, you’d immediately reject the thought, even if you weren’t looking at the sky. Your belief system “knows” otherwise. When the thoughts, “I don’t have time,” and “I’m too far gone” cycle through the Emotional Brain any thought that contradicts them will be rejected. A NEW LANGUAGE Learning to speak the language of the Emotional Brain takes a bit of practice. It requires that you speak in terms of possibility. It taps into the emotions of fear, regret and most of all, desire. A phrase you’ll find valuable in raising questions that speak to Emotion is one that begins with the words, ‘what would happen if . . .’ Rather than confronting a belief, such a phrase prepares the Prefrontal Cortex to summon up possibility. In fact, it’s simply impossible for a human being to consider a contrived or imagined outcome without stirring up that vital part of the brain/mind. KNOWING WHEN TO SPEAK THE LANGUAGE The cues that should summon up a “what would happen if” question are the words “but” and “can’t.” Both words are evidence of resistance thinking or limiting beliefs. By its definition, “can’t prohibits possibility,” thus its utterance fails to create any PFC spark. “I can’t eat the way you want me to,” is not only a statement, it’s one of those cyclical beliefs. Trying to combat can’t with “yes you can” creates a tug-of-war you’re not likely to win. A more subtle and powerful way to facilitate a shift responds with that possibility question. “What would happen if you didn’t have to be as stringent as you think and you didn’t have to give up your favorite foods?” Electric current activates the PFC, and an inner voice and mental imagery run toward an alternate outcome. You’ve rattled the “can’t.” A single retort isn’t likely to be the hammer that initiates change, but it’s a step, and a series of well crafted steps lead even the most resistant to the word “yes.” “But” is a bit more subtle than “can’t,” although in essence it rests upon the same type of limiting belief. “I’d love to do my routine every morning, but…” It doesn’t matter what follows the “but.” Whatever it is, it disavows the first half of the statement. “I would love to but . . . .” in the Thinking Brain means . . . “I can’t.” Get past the typical “wants” (get in shape, lose weight, more energy) and get deep into true desire (how will your life be different if you achieve all that you really want) and practice this new language often. You’ll realize the power you’ve always had but simply hadn’t learned to unleash.
Phil Kaplan offers programs, seminars and webinars on Betterment Solutions addressing exercise, mindset, nutrition and lifestyle. For more information go to phil@philkaplan.com and send him an email requesting further information.