Personal Fitness Professional Jan/Feb 2016

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HELPING YOU PROSPER AS A FITNESS PROFESSIONAL

H G U O HR

E

N O I T A UC

T E C N E XCELL

ED

THE INFORMATION

BALANCE EQUATION

ATTRACT, CONVERT

AND RETAIN

The Fitness Professional’s Lifeline: A PFP 2016 6-part special series

JOURNEY TO SUCCESS Mark Nutting A fitness legacy… far from over

O T RE BE E H RI K IC BSC L C SU

WHO WILL

Trainer

BE NEXT?

of the

Year 2017

HELP US FIND THE 12TH PFP TRAINER OF THE YEAR!

Lisa Dougherty

JANUARY

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AUGUST

Medical Fitness Network Costa Mesa, CA www.MedicalFitnessNetwork.org @MedFitNet

APRIL

SEPTEMBER

Stephen Holt

Stephen Holt Fitness Lutherville, MD www.StephenHoltFitness.com @stephenholt

FEBRUARY

MAY

JUNE

JULY

OCTOBER

NOVEMBER

DECEMBER

APPLY TO BE A 2016 TRAINER OF THE MONTH! The 2017 PFP Trainer of the Year will be selected from the 2016 Trainer of the Month winners. Visit www.fit-pro.com/TOTY to apply and for contest details.

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PFP ONLINE Visit | www.fit-pro.com VOLUME 18 | ISSUE 1

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 contributing writers

Coming to you LIVE! The real costs of opening a new gym A strategy for setting your budget.

By Robert Linkul

POLL RESULTS What area of your career do you feel you need to work on?

OUR ONLINE COLUMNISTS

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15% 23

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Jump Start

by Brent Gallagher

Visit our website or YouTube channel to view weekly instructional videos from some of the most respected names in the fitness industry.

8%

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Cueing/directing exercises effectively

Editor’s Top 10

Program design & development Assessment/ individualizing programs Client relationships

Career Builder

SOCIAL MEDIA

management, etc.)

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

What is your preferred way of learning?

Top 10 training books to read in 2016

by Josh Bowen

Business (sales, marketing,

pfpmedia

Functionally Fit

by Brian Schiff

a. Classroom setting b. Attending workshops/ conferences c. Online courses d. Self-guided courses e. Webinars/teleseminars/ reading

4

VIDEO Exercise of the Week

%

31%

Plan and execute a fitness conference.

By Janice Jacks

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pfpmedia pfpmedia pfpmedia

ryan carver, jessica storm, nick tumminello featured columnists

michelle blakely, greg justice, phil kaplan, jason karp, bedros keuilian

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LETTER FROM THE EDITOR

FOLLOW TOTY

Lindsay Vastola | lindsay@rbpub.com

Tanya Slusser | www.projectwalk.org

When the student is ready, the teacher will appear At the end of a recent conversation with a longtime client, she said, “Lindsay, for years you’ve been telling me about all these things I should do to live a healthier life; but for some reason it never clicked until now. I think it’s because I was finally ready.”

Her comment reminded me of the Buddhist saying, “When the student is ready, the teacher will appear.”

When my client began working with me, she saw fitness as something she had to do in order to achieve a very specific result. Though she was meeting the requirements of her workouts, she never embraced fitness as a vehicle for adding value to her life in a greater way beyond exercise.

Similarly, we all know the importance of education. But for many, education is looked at as a requirement; something that has to be done for the sake of career survival. General human behavior will resist anything we are bound or forced to do. It is only when we feel viscerally compelled to take actions that will lead to personal betterment, will we approach education with an open and curious mind.

How do you approach education? Do you look at education merely to satisfy required credits? Or do you seek to push your limits, get uncomfortable and embrace education as a pathway to a more meaningful career experience with more depth and opportunity?

In this inaugural 2016 issue, we’ve focused on continuing education in our profession: } Nick Tumminello addresses a common challenge of how to bridge the gap between science and practice. } Don’t think education can help increase sales? Ryan Carver gives us a creative strategy for integrating education in your sales process. } Our 2016 Six-Part Special Series, “The Fitness Professional’s Lifeline: Client Attraction and Retention,” kicks off with Jessica Storm offering ways to attract and convert your first clients.

Our profession allows us the unique opportunity to be both students and teachers.

Learning how to be better at both will enrich our careers and undoubtedly create more change in our clients’ lives.

Cheers to a successful 2016,

P.S. Have you seen our newly designed website? Find more articles, videos and resources to help you continue to prosper as a fitness professional. Check it out and share! www.fit-pro.com

Marketing worth talking about We welcome Tanya Slusser, our 2016 PFP Trainer of the Year, Trailblazer award winner. Tanya shares with us the role of education in her career.

How has education played a role in the success of your career?

Education has played a major role in helping me get to where I am today. Being a part of one of the top Kinesiology programs in the country at Cal State Fullerton gave me invaluable tools and knowledge that I have carried with me through all my endeavors. I consider myself a lifelong learner, and when the opportunity to be trained as a paralysis specialist came about, I was thrilled. My education not only helped me get to the next level of my career, but it helps thousands of individuals regain independence, gives them confidence and an overall better quality of life.

What are your plans for your continuing education in 2016?

I plan to obtain my Level 2 Certification through Project Walk. This requires 4,200 hands-on hours with clientele, a practical exam as well as a written final exam. I also plan to continue my education through Power Plate, as I recently became a master trainer and contributed to the opening of our Power Plate small group training studio at The Claremont Club.

What advice would you give fitness professionals in determining their continued education?

Find something that motivates you to be a better fitness professional, a course that will put you into a new pay grade but also make you a better person. Find something that ignites a fire within you to change lives, and the benefits will come full circle. Passion is one of the biggest deciding factors between success and failure.

When you come across something you have passion for, go for it, with everything you have!

Trainer of the

Year 2016 JANUARY-FEBRUARY 2016 | WWW.FIT-PRO.COM | 5

CONTENTS

JANUARY-FEBRUARY 2016

Excellence through education

FEATURES

OTHER Columns 08 Treadmill Talk

Turn mirrors into windows

By Greg Justice

09 Boost Your Business More education is not always the answer

By Bedros Keuilian

10 Top-Notch Training 3 gaps to fill to master your business

By Michelle Blakely

10 Education Connection Education matters

12

By Jason R. Karp

Mark Nutting: A fitness legacy far from done

By Lindsay Vastola

30 Be Better

The continued hunt for they

By Phil Kaplan

Departments 05 Letter from the Editor

When the student is ready... the teacher appears

16

Convert education into more sales

18

The Information Balance Equation

By Ryan Carver

Bridging the gap between science and practice in fitness continuing education

By Nick Tumminello

20

2016 SPECIAL SERIES: Client Attraction and Retention

Out of the gate: Strategies to attract and convert your first clients

By Jessica Storm

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23 The Message Diane Vives

24 Education Trends

To return or not to return‌ Is it worth going back to school?

By Carmine Grieco

26 Resource Spotlight 28 New on the Market 29 Events Calendar

TREADMILL TALK Greg Justice | www.aycfit.com

Turn mirrors into windows Education creates opportunity. Education can be formal or informal. When we think of formal education, it’s usually in the context of classrooms and teachers. Informal education is usually outside of the classroom and comes from parents, friends, peers, mentors, books, magazines, TV, internet, etc.

So, which way is better?

First of all, each of us processes information in different ways, whether it’s visual, auditory or kinesthetic. Understanding how you learn best is the first step in maximizing your educational experience.

Visual learners prefer processing objects such as graphs, charts and pictures. They read body language well and learn best by watching.

They also excel at retaining written information. Here are some tips to help the visual learner: } See the big picture first, then focus on the details } Avoid visual distractions (windows, doors, TV, etc.) } Turn notes into pictures, graphs and charts } Watch demonstrations

Join our Channel

Auditory learners retain information best through hearing and speaking. They tend to concentrate better with soft music playing in the background. Auditory learners also prefer to be told how to do things and summarize the main points out loud to help with memorization. Here are some tips to help the auditory learner: } Listen to recorded lectures } Read books aloud } Repeat study material in your own words } Discuss new information with the presenter or others Kinesthetic learners prefer the hands-on approach when it comes to learning new material. They would rather have something demonstrated than verbally explained, and often times prefer working in groups.

Here are some tips to help the kinesthetic learner: } Stand up while working } Read while riding a stationary bike or walking on a treadmill } Take classes that encourage and allow DIY or includes fieldwork } Join an active study group As you can see, there isn’t a right or wrong way to learn, just ways that make learning new things easier or more difficult for you. When you’re a lifelong learner, and you discover YOUR best way to learn, you’ll open the door to a brave new world of opportunities. When opportunity knocks, you’ll be ready to turn mirrors into windows.

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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.

BOOST YOUR BUSINESS Bedros Keuilian | www.PTPower.com

More education is not always the answer It will work to your advantage if you are very clear about what certifications will and will not do for your business: } Certifications will increase your knowledge base and help you further develop your product or training. } Certifications will not automatically win you more clients.

This is a common mistake among fitness business owners, especially those who are new at it. If your business growth has plateaued and you are not sure how to reach the next step, it can be very easy to reach out for a shiny new certification. However, if you are not careful you can end up wasting a lot of time and money.

WHAT YOUR PROSPECTS SEE Your prospects are looking for one thing and one thing only: results. In the eyes of your prospects, your results are your certification.

However, you also have to remember that your prospects are on guard. They have all been burned before by scam diets and phony products, and they struggle to relate to people who are as fit and health-conscious as we are.

That is why your job as a marketer is to show that you are human and trustworthy. Connect with your prospects on a personal level and then show them your results. Flashing a huge list of certifications will not make you more relatable. If anything, it might make you more intimidating.

MINDSET CHECK Ask yourself this question and be completely honest: “At this point in your career, is there really anything you don’t know about how to train your clients?”

If the answer is “yes,” then by all means look into certification programs.

If the answer is “no,” then you need to stop and reevaluate your mindset.

If you are already confident in your training abilities but are still looking around for certifications, it could be that you are trying to avoid the difficult, necessary work of going out and selling yourself.

We all understand how scary it is to put ourselves out in the public eye and ask people to buy from us, but you have to realize that selling is the one thing that will absolutely make or break your business. If you already have the product, go out and sell it. That is your responsibility.

Bedros Keuilian is the founder of the franchise Fit Body Boot Camp and an online fitness marketing expert. Between his information products and his live coaching programs, he has helped many fitness professionals build 6- and 7-figure businesses. Contact Bedros at (800) 261-0208 or visit his website at www.ptpower.com.

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TOP-NOTCH TRAINING

EDUCATION CONNECTION

Michelle Blakely | www.blakelyfit.com

Jason Karp, PhD l www.Run-Fit.com

Three areas to master in 2016

Education matters

Do you remember learning about the revolution of hand washing in history class?

Doctors had finally dismissed the idea that evil spirits caused illness and based more of their decisions of care on scientific research. After much trial and error, in 1846, a Hungarian doctor named Ignaz Semmelweis discovered that hand washing and disinfectant saved the lives of hundreds of women and children in the maternity ward.

The willingness to think differently led to a revolutionary change.

Are you willing to think differently? This year, I invite you to look at your training education anew. You have 12 months to soar past the accomplishments of 2015 – what a wonderful opportunity. What if, this year, you looked at the business side of your personal training career? I believe, like hand washing, the work will be easy, but the impact will be game changing. Here are my top three suggestions:

When I was a high school junior, I saw a TV program about the difference in some athletes. It addressed everything from physiology to biomechanics to sociology. I was mesmerized. One of the scientists on the show was Dr. Gideon Ariel, an Olympic discus thrower and owner of a biomechanics software company. My mother, who knew of my great interest in sport science, urged me to call him. I told him I had seen him on TV and that I was applying to colleges and wanted his recommendation. “Penn State,” he responded. So I took his advice.

A few years later, during my senior year at Penn State, I took a road trip with the graduate students from the biomechanics lab to attend the American Society of Biomechanics Conference. At the banquet, I met Gideon Ariel. “Dr. Ariel,” I said, “you may not remember me, but when I was a junior in high school, I called you after seeing you on TV to ask you where I should go to college. I took your advice and went to Penn State. I’m applying to graduate school and want to ask your advice again.”

“Either stay at Penn State or go to University of Calgary,” he responded. I knew of Calgary because of the 1988 Winter Olympics, but I had never considered going to school outside the U.S., so I visited.

Seeing the Olympic rings hanging from the ceiling of the Human Performance Lab made the decision easy. After graduating from Penn State, I packed my long underwear to brave the frigid cold in Calgary for two years, where I studied in the department of Kinesiology.

A few years after completing my master’s degree, I began the long journey of my PhD. This time, I didn’t ask Dr. Ariel where I should go, but made the decision based on where I thought I could get the best education and pursue the research I was most interested in.

I often ask myself why the fitness industry doesn’t require a university education like most other industries do. Even in professions within the same realm of or tangential to fitness – physical therapy, physical education, nutrition, massage therapy, acupuncture, chiropractic – a formal education is required to get a job or be self-employed. Sure, one could say that book smarts is not everything, that one needs practical experience. And that is very true. But the attorney can’t practice law with experience only; he or she must also attend law school. An education creates the platform from which to practice our craft. Without it, we will never acquire the credibility of other reputable professions. Education matters.

1. Sales. Stay with me here; I understand the general loathing of this topic. Although it has gone through a revolution in the past decade, sales still seems tricky, shady or at the very least confusing for most of us. This is where most trainers quit. You won’t, though.

Find a book, podcast or seminar on current sales training. Rethink the point of sales education. It’s not to hit your numbers and make as much money as possible. It’s teaching you to listen to the client and deliver a service that is treasured by those who enjoy it. If you do nothing else, think of sales as paying attention to the customer’s reasons for reaching out to you in the first place. Understand what your clients need, deliver it (or get them to someone who can) and then continue listening as they evolve.

2. Customer service. This is a very low-hanging fruit. Reach up and grab it. We in the fitness industry, as a group, have historically been lax in this area. Take a look at how you care for your clients, establish clear expectations for training and communicate professionally. This will improve your clients’ customer service experience. Positive changes in this area are simple and impactful. Why not use your next shopping trip as research? Look at establishments with outstanding customer service and examine the simple elements you can adopt.

3. Networking. I understand that connecting with other trainers might seem like you are mingling with the competition. But after 13 years of doing this, let me assure you, you are not. Having professional conversations with colleagues is a great way to learn, stay in touch with changes in our industry and create a support system that could help with future professional dilemmas that can and will present themselves.

As founder of See Jane Train, Michelle Blakely cures the business headaches of independent female trainers. Twice named the city’s best trainer by the Chicago Reader, Michelle pens columns, speaks at training groups, and gets tapped as a go-to source by media outlets like EatingWell, Prevention and Oprah.com.

Connect anytime: michelle@seejanetrain.net.

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Jason Karp is the creator of the Run-Fit Specialist™ certification, 2011 IDEA Personal Trainer of the Year, and recipient of the 2014 President’s Council on Fitness, Sports & Nutrition Community Leadership Award. A PhD in exercise physiology, he has more than 200 publications, mentors fitness professionals and speaks around the world. His sixth book, The Inner Runner, comes out in spring, 2016. www.Run-Fit.com

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Journey to Success

A fitness legacy… far from over

Legacy Award Winner CURRENT TITLE: Co-Owner/Master Trainer COMPANY NAME: Jiva Fitness CERTIFICATIONS: NSCA-CPT*D, CSCS*D, ACSM HFD, ACSM CEP, USAW Sports Performance Coach, CrossFit Level 1 Instructor, Certified Nutrition Specialist, Post-Rehabilitation Conditioning Specialist, etc.

EDUCATION: University of Maine, BS, Physical Education/Kinesiology, and 35 years of being in the field, countless conferences, clinics, books and articles read. Education should never stop.

FAVORITE QUOTE: “The more I learn, the more I realize how much I don’t know.” Albert Einstein CONTACT INFO: mark@jivafitness.com http://jivafitness.com http://marknutting.com facebook.com/marknutting twitter.com/marknutting www.linkedin.com/in/marknutting

By Lindsay Vastola

The modern usage of the word legacy generally refers to what someone has achieved that continues to exist after they die or stop working (in this case, we’ll stick with the latter). We often think of legacies in the context of sports (think 1972 undefeated Miami Dolphins), thought leaders (Martin Luther King, Jr.), political leaders (past U.S. Presidents) or even a patriarch or matriarch who greatly impacted the entire lineage and tradition in your family. We can easily name several legacies in fitness who shaped the industry as we know it.

With over 30 years devoted to fitness, Mark Nutting has certainly earned his right to be added to this prestigious list of legacy fitness professionals. Mark has, and continues to, influence the way fitness professionals do fitness.

A LEGACY BEGINS WITH HARD WORK Mark began his career in 1980 as a fitness professional holding positions in two very different facilities. He managed and trained students at a small gym at the University of Maine, and also worked at an exercise physiology laboratory where he taught cardiac rehab classes and performed maximal stress tests under the supervision of cardiologists.

While working his two jobs, he was finishing his Bachelors of Science in Physical Education, but his experience in the gym and in the

Mark

lab redirected his ambitions to teaching people of all ages how they can change their lives through physical fitness and proper nutrition.

After graduation, Mark moved to Boston and began working as a trainer at Kenmore Fitness Center. Over the next two years, he moved through the ranks to become fitness director, then general manager. The range of experiences at this club set the stage for his continued involvement in both personal training and club management.

In 1985, Mark moved to New York City and continued as a personal trainer and fitness director at the Paris Health Club. Three years later, he had the opportunity to work as a corporate fitness director and personal trainer for an investment banking/brokerage firm. This position gave him a different view on how fitness programming could work in different surroundings.

Around the same time, Mark met his wife, Heather, a professional dancer and personal trainer. They both had the opportunity to work for Town Sports International as a team. Mark was the curriculums coordinator, writing the in-house certification program for their more than 1,700 personal trainers, and Heather was the educational programs manager. In 2001, after having two sons, Heather and Mark decided to move from New York City to a small coastal town in Maine. Heather became the fitness director at a local YMCA and Mark was an independent personal trainer and began pursuing work consulting fitness clubs. One of the clubs offered him a full time position as fitness director and personal trainer. Heather

NUTTING

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and Mark went on to work there for 12 years. It was in this position that he realized that a huge part of getting his personal trainers to succeed was to teach them how to sell and market themselves, and so for the last 10 years Mark has notably become a fitness business specialist.

A LEGACY TURNS CHALLENGE IN TO OPPORTUNITY This past July, Mark and his family made the difficult choice to leave Maine and move to Easton, Pennsylvania in order to help care for Heather’s ailing father. Instead of looking at this significant life change as an obstacle, Mark saw an opportunity and believes the best is to come for his career and family.

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Just months after moving, Mark and Heather opened up their first personal training and group fitness studio, Jiva Fitness. Mark believes the fitness industry has the opportunity to be a game-changer for the health and wellness of our country, but also notes that, unfortunately, we are no closer to solving the obesity epidemic and detrimental issue of inactivity. By opening his own studio, he believes he can prove to himself and others that with the right programming and caring coaches, everyone can succeed and become healthier and stronger.

A LEGACY STARTS OUT AS A TRAILBLAZER Mark’s legacy will probably be most noted for

his influence as a teacher and mentor of other fitness professionals as he’s done for the better part of 33 years. He was at the forefront of the industry when there were very few personal trainers, putting him in the perfect position to train others on how to become personal trainers.

He began attending continuing education programs over 20 years ago and found that most lacked quality and realized he had the opportunity to become a continuing education presenter. He and Heather began creating and marketing their own presentations and programs.

Mark has built himself an impressive resume; not out of ego or in any manner that is self-serving; rather, because of his deep-rooted passion

for empowering personal trainers and raising the bar for professionals in the industry. Mark joined the National Strength and Conditioning Association (NSCA) in 1998 and played a pivotal role in advancing career and business education initiatives for personal trainers. He served seven years on the NSCA-Certified Personal Trainer Exam Development Committee and on many prestigious councils and boards including as a liaison to the Governor’s Council on Physical Fitness.

A sought-after presenter and educator for many leading industry organizations, Mark was presented with what he believes will be one of his greatest career accomplishments to date. Leading publisher, Human Kinetics, approached Mark to write a book entitled, “The Business of Personal Training.” His hope is that this book will help fitness professionals succeed in having a lifelong and meaningful career in fitness.

A LEGACY SEEKS SUCCESS THROUGH THE SMALL AND STEADY Mark is humble about his many great accomplishments including NSCA State Director of the Year in 2004, NSCA Personal Trainer of the year in 2009, and most recently, named the PFP 2016 Trainer of the Year, Legacy Award

that have helped build his career and enrich his life.

A LEGACY BELIEVES HIS WORK IS NEVER DONE In his own words, “At heart, I’m a teacher, and whether I’m teaching clients how to perform a movement, a personal trainer how to sell his/ her services, or consulting with a club owner, I’m in my element. I think that learning to be an effective teacher and communicator is one of my greatest achievements.

Because I’m a good communicator, individuals and organizations have approached me with various educational projects and helped me build my reputation in the industry…I’m not even close to being done, though.”

“At heart, I’m a teacher, and whether I’m teaching clients how to perform a movement, a personal trainer how to sell his/ her services, or consulting with a club owner, I’m in my element. winner. Yet, he believes it is his “small and steady” achievements – from serving on a new committee, being interviewed for an article, writing a blog or serving in a new capacity –

What make legacies special is that their intention is not about creating a legacy. They simply do what is right, are devoted to what they believe in and are fiercely committed to their passion. Mark Nutting is certainly no exception, and the impact of his legacy in the industry is far from over.

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CONVERT EDUCATION INTO SALES THE INFORMATION BALANCE EQUATION

W

hen it comes to sales, we all know the famous acronym, A.B.C. (Always Be Closing). This might work in some professions, but having this mentality in the fitness profession will kill your career because we depend on repeat customers. Fitness professionals should always be selling themselves and their services. They would be better served to adopt the mantra, A.B.E. (Always Be Educating). This will lead to more closes and greater client retention, if done right.

In the fitness industry one of the most common equations used to educate clients is the famous Energy Balance Equation. Simply stated, balance is created when calories consumed equals calories expended. If there isn’t balance you will either gain or lose weight.

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However, there is an even more important equation one must master if they hope to gain new clients and retain them for a long time, and this is the Information Balance Equation.

By better understanding this equation you will improve your closing percentages in the sales process, and continue to retain your clients well beyond the average.

IMPORTANCE OF INFORMATION AND EDUCATION } Information is a powerful agent of change } It’s persuasive } It’s today’s modern currency } It empowers } It’s also human nature to want to know why Beyond any other ailment or concern your clients have, their most rudimental desire is to

know why. If you can satisfy that desire your sales will soar and your retention will skyrocket.

THE INFORMATION FIRE HOSE To understand the Information Balance Equation you must first step back and put yourself in a prospective client’s situation. We live in the information age. Never has there been more information at someone’s fingertips.

A simple Google search yields tens of thousands of answers to any query. Unfortunately, they don’t rank those results on legitimacy, just relevance. If you are trying to find some answers you will quickly become inundated with all sorts of information. It’s like trying to take a drink from a fire hose. There is so much conflicting information out there often clients come to a trainer to help make heads or tails of all this information.

By Ryan Carver FIGURE 1

Info Info

Info Filter

Clients

Clients Clients

FIGURE 2

Info Info

Info No Filter

Client

FIGURE 3

Info Info

Now compound all the previous conflicting information the client is trying to sort through with all the new information you need to cover in your first meeting: package pricing, membership details, facility hours and benefits, your background, plan of attack to solve their problem, etc. A trainer can quickly just add to the fire hose volume. Is it any wonder that many clients leave the first session drenched in sweat and information?

Many don’t return because they’ve drowned on all the information.

THE INFORMATION BALANCE EQUATION As a fitness professional your job is to be a filter. By filtering the best, most pertinent information we can slow the flow of overwhelming conflicting information to the client, allowing them a chance to swallow

Info Too much Filter

cated, but too much and it will go over their heads, you perpetuate the information fire hose and you end up looking like a pompous holier-than-thou professor.

Filter too much information and you become the autocratic dictator who is seen as condescending or uncaring. Either perception you portray will end up killing your sales and retention. Remember that each client is different and has a different background and need-to-know. Find that sweet spot with that client and they’ll stay with you for a long time and refer many others to you.

HOW DO YOU FIND BALANCE? The sales Golden Rule. Gold comes in nuggets. Give your clients nuggets of precious information. Because you choose your words carefully and always try to slow the deluge of information your clients will be able to recognize the importance of those nuggets of information you give them.

It’s all about the reps. Repetition is a law of learning. Why do you think we work in sets and reps? One major reason is to teach the body coordination (of the nervous system, prime movers and synergists, movement patterns, etc.). It’s a learning process. When it comes to learning information, repetition still reigns supreme. Repeat those nuggets often and they will stick.

Simplify. If you remember the first two tips, this one will often take care of itself.

Remember, the body is a very complex system, your explanations shouldn’t be. Simplify the information into the easiest, tastiest bites that still have meaning and substance.

If you can do this, it really means that you understand the concept and can adapt it to your audience.

Remember, you are always selling yourself and your services. Strive for finding the perfect balance of information and education by simplifying, repeating yourself and using nuggets of information and your business will thrive.

Client Ryan Carver is a fitness coach and independent personal trainer through the National

and digest what we’ve told them. Very few people can remember everything they hear the first time.

Think of the Information Balance Equation more of a scale where there is a sweet spot of information dissemination for optimal sales and retention. Too much or too little and sales and retention suffer greatly.

There definitely is a fine artistic balance you need to find. Clients want to be edu-

Strength and Conditioning Association

(NSCA-CSCS)

and the Functional Aging Institute (FAI). He received his bachelor’s degree from the University of Utah. He was a collegiate athlete and enjoyed one season as a professional athlete (AUDL). He is the founder of Leverage Fitness Solutions in Salt Lake City, Utah.

He is also a proud husband and father of three very active children.

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BRIDGING THE GAP BETWEEN SCIENCE AND PRACTICE IN FITNESS CONTINUING EDUCATION By Nick Tumminello

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or many years the fitness field has suffered from an epidemic of professionals who, on one side are long in science education and short on practical application, and on the other side focus on the practical application, but promote pseudoscientific and non-scientifically founded practices.

The cause of this epidemic is the gap between science and application in fitness continuing education. The purpose of this article is to provide a vaccine for this epidemic by discussing three simple steps to take (and realizations to make) that will bridge the gap between science and application.

STEP #1: RETHINK THE DEFINITION OF “TRAINING” Training is not an “art and a science,” as it’s commonly defined because these are not two separate things running in parallel. Training is the art of applying the science.

If the practical applications you’re using aren’t scientifically founded, then what you’re doing isn’t based on sufficient evidence to warrant justification. And, your clients and athletes deserve better than unjustified or unjustifiable practices for their hard-earned money and valuable time.

It’s important to note that taking an evidence-based approach to training does not

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mean that you won’t let your clients or athletes perform anything without a PubMed reference in hand. It’s great to use scientifically proven workouts that have been evaluated in a study, but it’s unrealistic to ask that of every workout, especially when we’re changing workouts every few weeks to keep things fresh and interesting. Specific workout strategies don’t have to be scientifically proven as long as they are scientifically founded, meaning they are founded on the general principles that have been repeatedly shown to elicit the results you’re after.

There was certainly a time in training and nutrition history where you could justify claiming that taking an evidence-based approach would put you behind the curve in regards to using valid practices. But given how much scientific evidence we currently have, that time is no longer. Therefore, this line of argument only applies if someone wants to have a 1950s, ’70s, or ’90s conversation about training. That said, we can avoid having conversations about training concepts and techniques that ignore all of the quality evidence we currently have when we can have modern day conversations about training that applies all we’ve come to learn to date.

In our modern day, claiming that “taking an evidence-based approach to personal training puts you (insert arbitrary number of

years) behind” is just an excuse modern day practitioners give when they don’t have sufficient evidence to meet their required burden of proof. It’s a cheap and transparent tactic to get others to think you need to believe what they’re claiming in order to be able to deliver a high-level service. If one actually does have good evidence to back up their claims, they would be eager to provide it and have no need to make excuses.

The reality is, with all the scientific knowledge about training and nutrition we’ve currently accumulated, there is absolutely nothing the fitness professional needs to believe on insufficient evidence in order to be a great professional who delivers a high-level of service. Nor does one currently need to believe anything on insufficient evidence in order to be an innovator, as the best new ideas are spring-boarded from our current body of knowledge (i.e. the existing body of evidence from universal principles), not from the willful ignorance or rejection of it.

STEP 2: UNDERSTAND WHAT TRAINING EXPERIENCE DOES AND DOESN’T DO Many trainers say things like, “I’m doing research by training clients and athletes – that’s real world research,” which mistakenly makes them think they’re ahead of research; they

fail to understand this simple reality: scientific evidence helps to tell us what is valid and reliable, but it doesn’t necessarily work well for telling us what’s practical. On the flip side, training clients and athletes helps to tell us what is practical, but it doesn’t necessarily work well for telling us which of those practices are valid and reliable. We often see fitness and conditioning professionals constantly having to edit themselves in order to better align their beliefs and practices with the current best scientific evidence; and this is why we see the ones that refuse to do so consistently losing the argument.

in fitness continuing education resources and what we are able to use in our everyday practice. Put simply, if what we learn isn’t provided in a practical manner, the larger the gap we have.

With the above in mind, talking theory and citing research is very important because the beliefs we hold that guide our practices should rest on a solid foundation of evidence and reason. But no type of evidenced-based fitness education closes the gap between science and application better than practical education that focuses on providing a variety of training techniques and applications we

can immediately use to put the current best evidence to work on the training floor.

Nick Tumminello is known as “the trainer of trainers.” He is the owner of Performance University, providing hybrid strength training and conditioning for athletes and educational programs for fitness professionals globally. Check out his DVDs, seminar schedule and popular hybrid fitness training blog at www.NickTumminello.com.

STEP 3: CHANGE THE WAY AN EVIDENCE-BASED APPROACH TO TRAINING IS TAUGHT Using the adage teach a person to fish versus give them a fish, most evidence-based educational resources focus most of their efforts on covering basic physiology, reviewing the general scientific principles of exercise and periodization and discussing several relevant studies. Then, at the end, they may wrap-up with providing a few practical programming recommendations. Unfortunately, this approach doesn’t really do much to teach you how to fish (i.e., provide a clear, practical programming instruction and direction). All it does is focus mostly on telling you what equipment is required to go fishing, what materials the fishing equipment is made up of, and what studies have been done on catching various types of fish.

To bridge this gap and to actually help the fitness professional learn how to become better at doing their job, the order and focus of fitness continuing education must change.

This means focusing on the need-to-know information instead of the nice-to-know information. We’re all aware of the fact that one can learn how to make a variety of paper airplanes without ever knowing much about the law of aerodynamics responsible for their flight. Sure, understanding the intricacies of aerodynamics is nice to know, as it can give one a deeper appreciation for paper airplane making, but it’s not necessary to be able to make paper airplanes that fly well.

This also means spending less time talking about the details of various relevant research studies and spending more time talking about what the evidence says and practical strategies for how you use it in our everyday practice.

The fitness continuing education gap we have isn’t between evidence-based (i.e., research) versus anecdotal experience (i.e., experts). Remember: training is the art of applying the best evidence. The gap is between the information that’s being provided JANUARY-FEBRUARY 2016 | WWW.FIT-PRO.COM | 19

By Jessica Storm

Part 1 of PFP 2016 Special 6-Part Series:

THE FITNESS PROFESSIONAL’S LIFELINE:

CLIENT ATTRACTION AND RETENTION

STRATEGIES TO ATTRACT AND CONVERT YOUR FIRST CLIENTS

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tarting your own business can be an exciting and yet overwhelming time in your life. It is possible you might have ventured out on your own with the dream of creating your own brand and starting a company that will make a difference in people’s lives. You thought your first steps in

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marketing would be to design a website and logo, but you soon find out that these tasks are really just the tip of the iceberg as to what goes into building a successful business that will eventually attract a boatload of clients.

The bulk of the work has yet to come and it’s best to be prepared for the journey by doing your due diligence. You wouldn’t go out on a

Part 2 (March-April)

Your funnel to your success: create a predictable sales funnel

hike without your gear, so don’t venture out on your own without tools in your toolbox.

Here are five tangible strategies and tactics to attract and convert your first clients.

1. Be authentic and transparent with everyone you meet. You are a walking billboard and this will always be the best

Part 3 (May-June)

Keep the momentum: continually attract, retain and get referrals

way to obtain clients. Nothing beats face-toface interaction, and first impressions are everything. Professionalism plays a much bigger role than you may think, especially if you plan to charge competitive prices and want to keep your clients long-term. Present yourself with enthusiasm and make sure to dress and act the part of fitness professional at all times. The industry has grown by leaps and bounds and consumers have options. Make yourself stand out from the crowd by being extraordinary in every way. Don’t be shy; get out there and meet people in your community every day.

2. Never undervalue yourself and continually deliver results. Don’t make the mistake of discounting your services in order to obtain your first clients. You will only be attracting bargain hunters who do not truly

value what you have to offer. Rarely will you find that these individuals become long-term clients. Instead, charge what you deserve and make sure you continually impress your clients by over-delivering in value.

Charging the price you deserve will allow you to grow your business and give you an income that you can live off of while doing what you love. If you truly are great at what you do and are going above and beyond for your clients then you shouldn’t have to worry about discounting your prices. Clients will pay for results and you will keep them coming back for more when you deliver those results.

3. Let your clients do the talking for you.

Any trainer can put up a website and claim to be the best personal trainer in the area. In order to differentiate yourself, you need to

show your perspective clients how great you really are. There are several ways to do this, but the most important is to capture your client’s success stories via written testimonial and video. Use these success stories to market yourself on places like your website and on social media. This will automatically help to justify your price to potential clients who are shopping around.

4. Dedicate time to your business each day.

Trainers are passionate about helping others stay healthy and fit, but if you are venturing out on your own then you better be prepared to put in the hours. It takes an investment of time and money to create a sustainable business.

This often means logging long hours in front of the computer doing administrative and marketing tasks which many trainers avoid.

For sponsorship opportunities of this 6-Part Special Series, contact susan@rbpub.com

Part 4 (July-August)

Understanding psychographics to attract and retain clients

Part 5 (September-October)

Have them from “hello:” a client experience like no other

Part 6 (November-December) Marketing systems made easy

JANUARY-FEBRUARY 2016 | WWW.FIT-PRO.COM | 21

More hours in front of the computer means fewer hours that are available to train clients.

This can be challenging when you are starting out on your own and need client hours to pay the bills. If you want to be successful long-term then you need to resolve now to set aside several hours a day to work on your business, or else hire someone to do it for you.

All too often, companies dump an absurd amount of money into chasing after clients that were never really interested in their services in the first place. Referrals from clients, business partners, friends and family are much more likely to bring you business than dumping your money into a print ad that will eventually get thrown away.

Don’t be shy about asking current clients to refer their friends and family and maybe offer them a special reward as a thank you. Once you get these referrals, make sure that you have a good database to keep all of your past, current and potential clients organized in one place. Your future self will thank you for taking the time to set this up right the first time around.

One word of warning: don’t blindly follow your competitors. You never know how well their marketing strategy is actually working for them and you could be wasting your time and money targeting the wrong types of clients.

Mistakes will be made, but what is most important is that you learn from them and move on.

One word of warning: don’t blindly follow your competitors.

If all of this doesn’t sound appealing to you then there is no harm in working for someone else. Just make sure it’s a company that aligns with your values, treats you with respect and pays you what you deserve. You should be able to make a decent living while providing a rewarding service to your clients.

5. Referrals are your number one revenue generator for your marketing campaign.

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Listen to your gut instinct and always follow your heart. If something doesn’t feel right to you, it’s probably because it isn’t.

This may sound trivial, but it is probably the most important tactic of all. Never doubt your gut instinct and get really good at quieting yourself and listening to it. It will save you many times over if you can hone this skill. It takes a lot of confidence and boldness to be able to put this into action, but it is one the most important skills you will need to survive while running your own business.

Above all else your business will reflect you and your values. Do your own thing and be your own person.

Jessica Storm, ACSM-Certified Exercise Physiologist, is the founder of Storm Fitness, an in-home personal training company based out of Reston, Virginia servicing the Northern Virginia and DC area. She has been actively involved in the fitness industry for over 16 years. Visit her website at www.StormFitness.com.

THE MESSAGE Website: www.dianevives.com | Facebook: /Fit4Austin | Twitter: @dianevives | LinkedIn: www.linkedin.com/in/diane-vives-1b070b11

Diane Vives is owner and director of Vives Training Systems and Fit4Austin in Austin, Texas. She is an internationally-recognized presenter who focuses on providing integration strategies based on science and 17 years of experience. Diane reveals how she successfully shares her message of a comprehensive and progressive approach to both fitness and sports performance, and why she has such a dedicated following of fitness professionals inspired by her work.

My ideal clients are “athletes” reaching for the unknown and overcoming fears. This is anyone at any level of fitness, sport or returning from an injury or medical condition. I always feel honored to be part of a client’s path to improve themselves in body, mind and spirit, and then witness how that individual can have exponential positive impact on the people around them. I am a huge fan of that kind of ripple effect.

My message is that there are many ways we can put into practice having a positive impact on others. Fitness, spirit, environment or community, words become thoughts, thoughts become actions, and those actions have impact to move each other forward. With the best outcome in mind, what is the future you want to create? Now take an actionable step toward that future today.

If I had only one way to share my message it would be any opportunity I have to say or do something that educates, shares my experience and or inspires fitness professionals. Then they will bring it back to their community. And that authentic reach to others goes much further than anything I could ever do on my own. I love a great team effort!

Successful messaging never makes anyone feel small, including yourself. Don’t be afraid to share your true self through your successes and failures. Be real, connect and use humor as long as that humor is not sarcastic or self-defacing (even when disguised as humor, negative thoughts will carry negative weight).

People follow me because it feels natural to be approachable and let people know that I genuinely care.

As much as knowledge is growing in fitness, our ability to communicate that knowledge simply and clearly is the difference between making someone feel empowered or alienated. So I focus on sharing practical training floor knowledge that includes coaching and better communication. I am passionate about building fitness professionals’ confidence in understanding complex concepts but being able to express them with simple coaching language that clients can easily understand.

EDUCATION TRENDS Carmine Grieco

To return or not to return… Is it worth going back to school?

Nothing says “credentials” like a college degree, especially a graduate degree, but is it really worth the investment?

The decision to return to school is going to boil down to two critical factors: time and money. With the average cost of tuition and fees at a public college nearing $10,000 per year you’re looking at an investment of approximately $40,000 to obtain a bachelor’s degree. However, after factoring in tax credits and educational grant opportunities the figure drops to a much more reasonable $4,000 per year, according to College Board, a century-old non-profit organization that promotes greater access to higher education.1 While the financial expense will be sizable, let’s not forget about the commitment of time as well. It’s a commonly held notion in academia that students should plan to spend three hours studying for every one hour of classroom time. To put that into perspective, consider that a typical three credit class has approximately 2.5 hours of classroom time every week. That would equate to an additional 7.5 hours of study time per week, for a total weekly time commitment of 10 hours. That doesn’t sound too bad, right?

However, if you only take one class at a time you’ll likely be retired before you finish your degree. The theoretical time commitment for going to school full time (i.e. 15 credit hours per semester) is approximately 45-50 hours per week.

However, we have to put that investment into perspective and consider the potential financial payoff for all that work. According to the Census Bureau, an individual with a bachelor’s degree will out-earn someone with a high school diploma by more than $1 million over the course of their work life. That sounds like it could be worthwhile. What about a master’s degree? The margin becomes even greater, with the difference being over $1.4 million (and over $400,000 more than a bachelor’s degree).2 Of course, these are only averaged estimates.

If you are lucky enough to already have a bachelor’s degree and have been thinking of a graduate degree your path may be a little less daunting. A typical masters-level graduate program can be finished in only two years and there is a trend toward graduate programs catering to working professionals. While the typical bachelor’s program will have a more traditional class schedule (morning and afternoon classes), most master’s programs now offer evening and online classes. Moreover, if you’re willing to commit yourself full time to school you may be eligible for a research or teaching assistantship which typically pays a modest stipend and, more importantly, also includes a tuition waiver.

Have I scared you away from getting that degree yet? Yes, the obstacles are challenging, but if I could do it you can too. In 2006, after having been a personal trainer for 10 years, I decided to return

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to school and work on a master’s degree in exercise science. At the same time, I launched a new in-home personal training business.

Somehow I managed to juggle school, a new business and even squeezed in a little bit of a social life. I won’t tell you it was easy, but it was worthwhile.

Is it worth it for you to pursue your degree? That’s a question only you can answer. While increased earning power is a substantial incentive to return to school I can tell you from first-hand experience there are many other benefits as well.

As a personal trainer with over 15 years training experience, Carmine Grieco successfully made the transition from personal trainer to university professor in 2012. Grieco received his master’s and doctoral degrees from Old Dominion University and is now an assistant professor of kinesiology at Colorado Mesa University.

Certification and continuing education organizations American Aerobic Assoc.

International (AAAI)

Functional Aging Institute (FAI)

www.functionalaginginstitute.com

www.aaai-ismafitness.com

National Federation of Professional Trainers (NFPT)

American Council on Exercise (ACE) www.ACEfitness.org

www.nfpt.com

FitnessFest

National Strength and Conditioning Association (NSCA)

www.fitnessfest.org

www.nsca.com

Fitour

SCW Fitness Education

www.fitour.com

References 1 College Board. Trends in College Pricing 2015. http:// trends.collegeboard.org/sites/default/files/trends-college-pricing-web-final-508-2.pdf Accessed on 27 November, 2015.

www.scwfitness.com

Census Bureau. Work-life earning by field of degree and occupation for people with a Bachelor’s degree: 2011. http://www.census.gov/prod/2012pubs/acsbr11-04.pdf Accessed on 27 November, 2015.

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U.S. Postal Service STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION Required by 39 U.S.C. 3685 1.

2.

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Publication Title .............................................................PFP Publication No. ..............................................................1523-780X Filing Date .....................................................................September 14, 2015 Issue Frequency...............................................................Jan-Feb, Mar-Apr, Spring, July-Aug, Sep-Oct, Nov-Dec 5. No. of Issues Published Annually...................................6 6. Annual Subscription Price .............................................Free 7. Complete Mailing Address of Known Office of Publication (Not Printer) 2901 International Lane, Suite 100, Madison, Dane County, WI 53704-3128 Contact Person ...............................................................Rachel Chapman, (608) 442-5082 8. Complete Mailing Address of the Headquarters of General Business Offices of the Publisher (Not Printer) .....................2901 International Lane, Suite 100, Madison WI 53704-3128 9. Full Names and Complete Mailing Address of Publisher, Editor and Managing Editor Publisher ............................................. ...........................Chad Griepentrog, RB Publishing Inc., 2901 International Lane, Suite 100, Madison WI 53704-3128 Editor .................................................. ...........................Lindsay Vastola, RB Publishing Inc., 2901 International Lane, Suite 100, Madison WI 53704-3128 Managing Editor............................................................Mike Beacom, RB Publishing Inc., 2901 International Lane, Suite 100, Madison WI 53704-3128 10. Owner (If the publication is owned by a corporation, give the name and address of

the corporation immediately followed by the names and addresses of all stockholders owning or holding one percent or more of the total amount of stock. If not owned by a corporation, give the names and addresses of the individual owners. If owned by a partnership or other unincorporated firm, give its name and address, as well as those of each individual owner. If the publication is published by a nonprofit organization, give its name and address.)

(Full Name) (Complete Mailing Address) Marll Thiede .......................................................... RB Publishing Inc., 2901 International Lane, Ste. 100, Madison WI 53704-3128 Gregory Rice .......................................................... Executive Management Inc. 2901 International Lane, Ste. 200, Madison WI 53704-3128 Johnson Bank......................................................... Johnson Bank, 5201 E Terrace Dr. Madison WI 53718 11. Known Bondholders, Mortgagees and other Security Holders Owning or Holding one Percent or More of Total Amount of Bonds, Mortgages, or Other Securities.........None

12. Tax Status...............................................................The purpose, function and nonprofit status of this organization and the exempt status for federal income tax purposes has NOT changed during preceding 12 months.

13. Publication .....................................................................PFP 14. Issue Date for Circulation Data......................................July/August 2015 15. Extent and Nature of Circulation ..................................B2B - Controlled a. Total No. Copies (Net Press Run) .......................... 16,518 ........................ 16,585 b. Paid and/or Requested Distribution 1. Outside-County Mail Paid/Requested Mail Subscriptions Stated on Form 3541. .................. 15,025 ........................ 14,619 2. In-County Paid/Requested Mail Subscriptions Stated on Form 3541. ........................0 ................................ 0 3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales and Other Paid or Requested Distribution Outside USPS.... 0 .................. 0 4. Other Classes Mailed Through the USPS ...............0 ................................ 0 c. Total Paid and/or Requested Circulation [Sum of 15b (1, 2, 3, and 4)] .................................... 15,025 ........................ 14,619 d. Nonrequested Distribution (Samples, Complimentary and Other Free) 1. Outside-County as Stated on Form 3541 ..............288 ............................ 367 2. In-County as Stated on Form 3541 .........................0 ................................ 0 3. Other Classes Mailed Through the USPS ...............9 ............................... 14 4. Distributed Outside the Mail ..... . ..........................894 ........................... 1560 e. Total Nonrequested Distribution ............................ 1,191 .......................... 1,941 f. Total Distribution (Sum of 15c and 15e)................. 16,216 ........................ 16,560 g. Copies Not Distributed ..............................................302 ............................. 25 h. Total (Sum of 15f and 15g) ..................................... 16,518 ........................ 16,585 i. Percent Paid and/or Requested Circulation (15c/fx100) ...............................................................92.7% ........................ 88.3% 16. Electronic Copy Circulation ..............................................................................Yes a. Requested and Paid Electronic Copies .................... 19,320 ........................ 19,468 b.Total Requested and paid Print Copies (Line 15c) + Requested/Paid Electronic Copies (Line 16a) .... .................... 34,345 ................................ 34,087 c.Total Requested Copy Distribution (Line 15f) + Requested/Paid Electronic Copies (Line 16a) ......................... 35,536 ................................ 36,028 d.Percent paid and/or Requested Circulation (Both Print & Electronic Copies) (16b divided by 16c x 100) ..........................................96.6% ........................ 94.6% 17. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the November-December 2015 issue of this publication.

18. Signature and Title of Editor, Publisher, Business Manager or Owner: Rachel Chapman, Audience Development Manager, / September 14, 2015 I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties).

PS Form 3526-R, September 2007

EDUCATION RESOURCE CENTER Education and certification opportunities for fitness and mind-body professionals

National Strength and Conditioning Association The National Strength and Conditioning Association (NSCA) is the worldwide authority on strength and conditioning, supporting and disseminating research-based knowledge and practical application to improve performance and fitness.

Founded in 1978, they set the standard for strength training, conditioning and injury prevention. The NSCA offers four respected credentials of distinction: Certified Strength and Conditioning Specialist (CSCS), Certified Special Populations Specialist (CSPS), NSCA-Certified Personal Trainer (NSCA-CPT) and the Tactical Strength and Conditioning Facilitator (TSAC-F).

Functional Aging Institute Are you missing out on training the most lucrative population in history? Don’t be left behind, grab your Functional Aging Starter Kit today for FREE! Learn tips to reach and train the population most in need of your fitness services, with the greatest financial resources and free control of their time.

Functional Aging Institute www.functionalaginginstitute.com

NSCA 800.815.6826 info@nsca.com www.nsca.com

PFP Presents Affordable Teaching Certifications from FiTOUR!

AAAI/ISMA-American Aerobic Assoc. International/International Sports Medicine Assoc.

FiTOUR® has prepared over 100,000 part-time and full-time professionals to enter and stay involved in the health and fitness industry by providing exceptionally priced certifications and renewals. Each certification includes: study material, an IDEA e-membership, same-day in-home testing, and a printable certification. Renew for only $25!

AAAI/ISMA has been certifying & educating fitness professionals for 36 years. AAAI/ISMA is one of the original, largest and most recognized International Fitness Certification Associations, with over 180,000 members worldwide. To ensure quality education our faculty trainers have a Ph. D., M. D. or Master’s Degree. Modeled after a university system, students pre-study and attend a hands-on live workshop. The certification exams are written & practical.

With 26 certification options, we help you build a CAREER! The certification workshop & exam is $99.00.

Get Your Certification Today for a Special Price at FiTOUR.com/PFP

FiTOUR 281.494.0380 www.Fitour.com/PFP.com

AAAI/ISMA 609.397.2139 www.aaai-ismafitness.com

Become a Weight Management Specialist As an ACE Weight Management Specialist, you’ll possess the knowledge needed to lead clients to long-term weight management success through a balance of behavior change strategies, exercise and nutrition. You’ll also hold a greater understanding of the psyche of clients impacted by overweight or obesity, the concept of empathy, and how you can work with other health and fitness professionals to craft a sustainable path to healthy change. To learn more about earning an ACE Weight Management Specialty Certification, contact:

Personal Trainer Certification NFPT has been certifying personal fitness trainers since 1988 and provides an NCCA accredited Certified Personal Trainer (CPT) program. NFPT takes a foundational approach to its program, with an emphasis on knowing how the body functions and how to apply that knowledge to goal-oriented fitness training. The focus is on-the-job trainer skills that produce an understanding and confidence to safely and effectively implement exercise. Whether in clubs or private studios, CPTs are preventative healthcare providers with the ability to effect positive change.

American Council on Exercise 888.825.3636 www.ACEfitness.org

National Federation of Professional Trainers, NFPT 800.729.6378 www.nfpt.com

Expand Your Knowledge – Maintain Your Certification

FitnessFest for Fitness Professionals

Give your clients, athletes, and group class participants the customized programs that address their needs and help them achieve results. Browse our hundreds of continuing education courses for field and lab assessments to guide your exercise prescription, specific exercises for all abilities/conditions, novel training protocols, and proven motivational strategies. Visit the DSWFitness/ Human Kinetics Continuing Education website to search by price range, certifying organization, subject area, or product format.

Why did you get into the fitness industry in the first place? Do you want to make a difference?

DSWFitness/Human Kinetics Continuing Education 800.873.6758 www.HumanKinetics.com/Continuing-Education

Personal, hands-on, motivating training for professionals – this is what FitnessFest Conference & Expo has been doing since 1997!

Whether you are seeking the latest nutrition information for your clients, want to learn a new format for group exercise or yoga, or need safer and more effective ways to work with older adults, FitnessFest is the event to attend.

More information about FitnessFest?

FitnessFest www.fitnessfest.org

Run-Fit Specialist Certification The Run-Fit SpecialistTM certification, developed by running expert and IDEA Personal Trainer of the Year Dr. Jason Karp, provides education for personal trainers, group exercise instructors, and coaches. Offered as either a home-study course or one-day workshop, it covers everything about running, including physiology, technique, workouts, injuries, nutrition, and women-specific training. Becoming a Run-Fit SpecialistTM enables you to teach Run-Fit Training classes and shows you how to design training programs for weight loss and for 5Ks to marathons.

Run-Fit 619.546.8386 http://run-fit.com/runfitspecialist

For information on how to get listed in the Education Resource Center, please contact susan@rbpub.com.

NEW ON THE MARKET The latest trends in fitness equipment

DE I U G S N OLUTIO

HE …

T E D IN T IS L Y N A R COMP GET YOU

SSUYSER’S GUIDE) FITRMNEE RLY B (FO

SAFE EDGE PLYO BOX This box combines the authenticity of a wooden plyo box with an added safety feature of the soft edge. With the soft edge side up, you get a safe and a supported landing zone. Rotate the box to the height of your choice, but keep the soft edge side facing the user to retain shin protection. Available in three sizes to accommodate all ages and fitness levels. The soft edge can be customized with the logo of your choice. www.power-systems.com

LOROX ALIGNED TRAVEL ROLLER Developed by fascia and alignment expert Lauren Roxburgh, the all-new LoRox Aligned Travel Roller is designed to provide regenerative massage. Its portable 12” length x 4”diameter size makes it easy to toss in a gym bag or use on the go. The roller’s uniquely raised, circular bumps aid in lymphatic drainage and decreasing inflammation, perfect for post-workout muscle recovery. www.OPTP.com

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The 2016 FITNESS SOLUTIONS is the directory of FITNESS PRODUCTS AND SERVICES for fitness professionals everywhere to use as their one-stop guide to find products, services, education, programming, consulting, events and more. A must-have for the fitness professional to keep on-hand all year long!

Contact susan@rbpub for details and specials!

PEOPLE CAN’T BUY YOUR SOLUTIONS IF THEY DON’T KNOW ABOUT THEM

XT-ONE The new XT-One by Octane Fitness is the ultimate cross-trainer that does it all and provides remarkable customization in one compact footprint. Exercisers can choose to walk, run, hike or climb with a push of a button, selecting from 10 incline levels, adjustable stride length from 20”-28” and 30 resistance levels.

Plus, Workout Boosters like X-Mode and ArmBlaster instantly add interval training, and MMA, 30:30 and CROSS CiRCUIT advanced training programs increase the intensity. www.octanefitness.com

SELF-GUIDED ESSENTIAL PACKAGE The Self-Guided Essential Package is a versatile product that allows facilities to properly display and store the key essential fitness training products offered.It is space efficient, safe and easily accessible. A bonus of the self-guided products is the multiple exercises embedded directly into the product. The combination of medicine balls, strength bands, stability balls and yoga mats enables and safely guides users through an effective cardio, strength and core workout. www.prismfitnessgroup.com

EVENTS CALENDAR January - April

JANUARY 2016

IDEA World Fitness Convention

SCW Fitness l California Mania

FXP Level 1 Hula Hoop Trainings

Feb. 25-28 | Alexandria, VA www.ideafit.com

March 18-20 | Orange County, CA www.scwfit.com/mania

Jan. 30 | Gladstone, OR www.fxpfitness.com

AAAI/ISM “One World”

Functional Aging Institute Specialist Certification Workshop Jan. 31 | Mountain View, CA www.functionalaginginstitute.com

FEBRUARY 2016 Functional Aging Institute Specialist Certification Workshop

B.A.M. - Body and Mind Conference Feb. 26-28 | Chico, CA www.inmotionfitness.net

FXP Level 1 Hula Hoop Trainings Feb. 28 | Franklin, TN www.fxpfitness.com

Feb. 18 | Toronto, Canada www.functionalaginginstitute.com

MARCH 2016

SCW Fitness l Philadelphia Mania

Functional Aging Institute Specialist Certification Workshop

Feb. 19-21 | Philadelphia, PA www.scwfit.com/mania

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Feb. 26-28 | Colorado Springs, CO www.aaai-ismafitness.com

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March 17 | Irvine, CA www.functionalaginginstitute.com

APRIL 2016 NSCA l 2016 TSAC Annual Training April 25-28 | San Diego, CA www.nsca.com

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

BE BETTER Phil Kaplan | www.philkaplan.com

The continued hunt for they With a middle seat between us, the large woman near the window devoured a bag of Nacho Cheese Doritos. Between chips she told me a bit about her life. When the Doritos bag was empty another crunchy snack left orange crumbs around her lips. That’s when she said it. I was a stunned. Trying not to be judgmental, I searched for a way to ask the next question.

What did she say? OK, here it is, word for word, spoken clearly despite the chip-crumb barrier separating her vocal chords from my ears: “I’m really into health.”

Yes, as she tore through snack bag after snack bag, as she sat in a seat held securely by a seat-belt extender, she announced, with a straight face, she’s “into” health.

I didn’t have to think about how to follow up as she continued with, “I know what you’re thinking.”

I didn’t say a word.

“If I’m into health, why do I eat junk food?”

I don’t think I flinched. I wanted her to answer the question. She did, sort of.

“I don’t like healthy food but I watch my calories. I use only natural skin care products so I stay healthy.”

OK. I call that twisted logic, or the process of the creation of self-serving “rational lies.” I wanted to explain the difference between 1,000 calories of junk food and 1,000 calories of natural energy substrates, but I thought better of it. It was a short flight. The next phrase got my blood boiling.

“They say that with my body type it doesn’t matter if I exercise or not. I’ll look the same anyway.”

Moving away from any assessment of logic or reality, I zeroed in on the first two words. That’s what got to me.

“They say . . . . “ Yes, it appears THEY are at it again!

I’m putting out an all-points alert. If you know who THEY are, contact me! We have to shut THEY down!

Here’s the reality. People need a resource. They need direction. Clear direction. Nobody is more equipped for the job than an empowered, enlightened, educated, competent personal fitness professional.

Continuing education is vitally important, and not only within the narrow scope of technical skills. As the population is further exposed to mistruths and disinformation, we are responsible for learning truths about food (gluten, GMOs, etc.), chronic conditions, popular supplements, new exercise strategies, weight loss trends, profitable new marketing scams and environmental factors.

I’m not suggesting you gain credentials in other areas, but know enough to share truth, to know when THEY are misdirecting those in need.

Education remains an important part of real-world health and as the

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unwell marketplace, the ever-growing weight loss marketplace, and the “once-fit-but-much-declined” marketplace grow more vulnerable, they need protection.

THEY are clearly connected with the pharmaceutical giants who invest billions in presenting meds as solutions.

THEY are connected with food manufacturers who find label deception a tool in moving genetically modified foods into the refrigerators and pantries of moms, dads and unsuspecting families everywhere.

Perhaps THEY are also mischievous, demonstrating their power at every turn, gloating as we in the know must admit our previous efforts have been nearly impotent.

The power will come from finding allies. As you become a filter that sorts truth from fantasy, you’ll connect with others who serve as your mentors and teachers. They can be found in the world of academia, but they’re also in your neighborhood, professionals maintaining ethical standards in a world where morality may prove elusive.

Connect with a doctor who can help you uncover answers to clients’ health conditions.

Connect with a pharmacist who can help you understand what medications might do to clients’ risks, motivations, outlooks, cardiorespiratory conditions and their metabolic energy.

Connect with an expert in psychology who can help you form stronger bonds and positively impact motivation.

Attend conferences, read books and subscribe to a few journals.

Now an important qualification. Do not allow this new quest to overshadow your other energies. Just open up a new window to learning. A bit at a time. The world is changing, the environment is changing, access to your clients’ mind is increasing, technology is increasing and in order for you to stay as effective, there has to be a gradual insurgence of enhanced knowledge.

Just as balance becomes vitally important in the lives of your clients, so too is it vitally important in yours. If anyone tells you balancing education, family, social life, exercise, fitness lifestyle, supportive eating, marketing, work, relaxation, fun, downtime and sleep is easy, then you too are being deceived. It’s hard, but it’s worth it! If you are to help clients through their struggles, it helps to optimize outcomes in your own challenging universe.

Am I asking you to grow, to do more than might be considered necessary or mandatory, and to rise above that dictated by industry scope of practice and standards? Of course I am! Seek perfection, settle for excellence, and when you land at excellence, seek betterment. The journey may not be easy, but the rewards are massive.

Together we are a powerful special forces team with two missions in mind: to better the lives of everyone we touch, and to wipe out and eradicate the threat of . . . THEY!

Phil Kaplan provides resources for consumers and fitness professionals alike.

Visit http://philkaplan.com and http://bebetteracademy.com