Personal Fitness Professional June 2016

2016 HOT COMPANIES ISSUE JUNE 2016 WWW.FIT-PRO.COM

HELPING YOU PROSPER AS A FITNESS PROFESSIONAL

GO LIVE ! WITH STREAMING VIDEO ATTRACTION AND RETENTION

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

JOURNEY TO SUCCESS Doug Bopst: From felony to fitness

TOP TECHNOLOGY

TO DELIVER TOP SERVICE

Trainer of the

Year 2017

WHO WILL

BE NEXT?

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

JUNE

APRIL - Jim White

AUGUST

Scott Keppel STS-Scott’s Training Systems Chandler, AZ www.scottkeppel.com @stsgetift

MARCH - Ashlee Alfred

SEPTEMBER

Farel Hruska

FIT4MOM San Marcos, CA www.fit4mom.com @farelhruska

MAY

FEBRUARY - Stephen Holt

OCTOBER

JANUARY - Lisa Dougherty

NOVEMBER

JULY

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 4

FEATURES

president & publisher

chad griepentrog | chad.g@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

Social media, simplified Hiring, firing and leading Creating company culture from the ground-up.

By Chad Landers

POLL RESULTS What solutions or resources are you currently seeking?

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Jump Start

by Brent Gallagher

Large equipment

Editor’s Top 10

Business coaches/ consultants

Technology solutions

Career Builder

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Functionally Fit

by Brian Schiff

pfpmedia pfpmedia

featured columnists

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4

Top 10 most effective Facebook posts

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todd kuslikis, lauryn meyer, angie pattengale, scott rawcliffe

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LETTER FROM THE EDITOR

FOLLOW TOTY

Lindsay Vastola | lindsay@rbpub.com

Mark Nutting | www.jivafitness.com

Technology has only changed our how Five years ago exactly, the June 2011 was my inaugural issue as editor of PFP. For nostalgia’s sake, I spent some time scrolling through a few past issues (P.S. did you know you can view all of our issues since 2008 on our website www.fit-pro.com?). What struck me as I read through articles about client relationships, marketing and sales, programming and application, is that on the surface these components of our industry have changed very little.

What has changed, however, is how we view them through the lens of technology. Technology that continues to evolve right before our eyes.

Despite the rapid changes and accessibility of technology, technology has not changed the why of our industry. Fitness is still a service for the consumer who seeks our help to improve some aspect of their life: performance and competition, weight loss, physique, strength, or for general better health and self-confidence.

Technology, however, has changed our how. How we market and attract new clients with websites, SEO, targeted ads and the omnipresent reach of social media. How we establish our credibility with ebooks, webinars, personal websites, social media and self-published books; all with very little relative cost. How we manage and maintain our businesses and finances with custom software, smartphone apps and automated payments. How we connect, retain and build more meaningful relationships with our clients through social media, Skype and email, online coaching and text messaging. Technology has also made connecting with once out-of-reach industry leaders and educators one instant message away.

Access to the most relevant, hot-off-the-press education and information is now literally at our fingertips.

Some argue technology has perpetuated a disconnect between real, meaningful interaction. I would argue that it serves us in quite the opposite way – as the means for better connection than ever. The challenge is that we must be sure how we’re using technology doesn’t diminish the value of why we do what we do as fitness professionals.

In this 2016 annual digital-only issue, here is a snapshot of what to expect as an ode to the power of technology: } Have you gone LIVE yet? Scott Rawcliffe shows us how to use live streaming video to connect with our clients as well as market our businesses. } Todd Kuslikis sheds light on why online training has not had the lasting success once anticipated. } This is also our first “Hot Companies” issue. We’re highlighting industry companies that can add value to your career or business.

Thank you for a great 5 years. I look forward to continually serving you as editor and sharing with you relevant and inspiring content!

Committed to your success,

High-tech tools; low-tech connection PFP Legacy Award winner Mark Nutting shares with us how he integrates technology to keep his business growing without forgetting the low-tech ways of connecting.

What are the top three technologies you use in your business?

There is so much we do that is technology based that is now taken for granted. Every time we go to our computer or use our smart phone, we are using technology that hasn’t been around that long. I used to literally cut and paste to make flyers and posters (exacto knife and rubber cement). Now I use a computer program site called Canva (canva.com) to create ads, flyers, social media promotions, etc. Bookkeeping was done in a physical ledger with “high-tech” carbon copy so we wouldn’t have to double enter any check or income we received. Now, we use Quickbooks to write checks, communicate with our banks electronically and balance accounts.

We used to have to man the phones to take client/member reservations for class, or to schedule personal training. MindBody (mindbodyonline.com) allows a hands-off approach by letting clients/members book themselves as well as make payments and sign up for programs.

What opportunities can increase business for fit pros?

Building your business is building relationships.

Technology can help you build your relationships with your target market through social media venues. Join groups where your clients are likely to be found. Ask questions about them or the area, answer their questions when you can, engage in conversations, create opportunities to be able to connect them with others that are in the same situation. Become part of their community. Build trust by sharing information on topics that they want to know about in a way that they want to consume it. You can create informational video and audio programming. You can upload videos, create video podcasts (PodBean), audio podcasts (Soundcloud) or live video broadcasting (Periscope). That said, always remember that, while technology is great to get things started, it’s the low-tech, old school, face-to-face interactions that really sell and keep your business.

JUNE 2016 | WWW.FIT-PRO.COM | 5

CONTENTS

JUNE 2016

2016 HOT COMPANIES: Top technology to deliver top service

FEATURES

OTHER Columns 10 Treadmill Talk

Technology is reshaping personal training

By Greg Justice

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

By Michelle Blakely

12 Boost Your Business The best time is now for social media marketing

By Bedros Keuilian

12 Education Connection

14

The lessons technology teaches

Doug Bopst: From felony to fitness

By Jason R. Karp

Success that began at rock bottom

30 Be Better

By Lindsay Vastola

Exercise bliss

By Phil Kaplan

Departments 05 Letter from the Editor

18

The online training revival

20

Two components of successful online training

2016 SPECIAL SERIES: Client Attraction and Retention Keep the momentum: continually attract, retain and get referrals

By Todd Kuslikis

22

A fresh look at exam preparation

By Angie Pattengale

26 The Message

Your fitness business LIVE!

28 New on the Market

By Scott Rawcliffe

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24 Education Trends

By Lauryn Meyer

Use live broadcasting video to boost your business

6

Technology has only changed our how

Cassandra Forsythe

29 Events Calendar

CONTACT INFO: COMPANY: Human Kinetics

WEBSITE:

www.humankinetics.com/ continuing-education

PHONE:

800.873.6759

“Over this past year we have released dozens of new courses to expand our range of offerings. The result is the most comprehensive lineup of continuing education resources we’ve ever assembled.”

Jason Muzinic, Vice President, Director of Consumer Division, Human Kinetics

H

uman Kinetics continuing education courses are written for fitness, health, recreation and sport professionals by experts and leaders in these fields. By partnering with internationally recognized leaders, coaches and scientists, Human Kinetics is able to offer you over 200 authoritative courses on topics including strength and conditioning, personal training, group fitness, mind and body, fitness assessment and prescription, athletic training, physical therapy, nutrition, older adults and special medical concerns. We publish applicable content throughout the year to help you stay abreast of the latest research, science and trends. Our courses go through rigorous expert and peer review and are preapproved by over 25 professional certifying organizations including ACE, ACSM, BOC, NASM and NSCA. Whether you are designing resistance training programs for athletes, training a weekend warrior to complete a triathlon or assisting at your local retirement community with seated exercise classes, Human Kinetics has resources to educate you and give you the confidence needed to work effectively and safely with your clients. By having the latest information and applying the principles and knowledge you gain to your training programs and classes, you will be empowered to help your clients achieve their goals.

RECENT RELEASES: } Functional Training } Methods of Group Exercise Instruction } Bodyweight Strength Training Anatomy } High Intensity Training for Women } High Performance Training for Sports When it comes to renewing your professional certification and investing in your knowledge base and business, go directly to the experts that you can trust. Visit the Human Kinetics Continuing Education web site at www.humankinetics.com/Continuing-Education to search course offerings by price range, certifying organization, subject area, and product format. Or, call 800.873.6759 to speak with our knowledgeable and friendly staff. Stay connected to us each month via our Continuing Education e-newsletter (www.HumanKinetics.com/newsletters) to learn of new courses, monthly sales, free webinars, and more!

H O T

COMPANIES

2016

CONTACT INFO: COMPANY: Vicore

WEBSITE:

www.vicorefitness.com

PHONE:

801.878.7702

V

icore has spent the last 5 years obsessing over better. Developing ways to integrate balance, agility and core into every movement you make. Our equipment turns standard exercises into three-dimensional, functional experiences that will blow your mind. Vicore is a virtual playground of progressions which makes plateauing the other guy’s problem.

New ways of thinking about fitness is everyone’s job if we want to see our industry grow and prosper and keep clients engaged. We understand better than anyone, getting people to adopt new methods takes time. However, we firmly believe that personal trainers are the key when it comes to new and dynamic ways to make people functionally fit. Not everyone wants big muscles, but most everyone wants more energy and agility; truly the fountain of youth.

What sets Vicore apart from other equipment companies is that we believe life is three-dimensional and one’s exercise regime should be as well. We’ve eliminated all flat, hard surfaces from our products and replaced them with a dynamic surface that not only molds to everyone’s unique body shape but forces the user to engage core muscles with every modality. The result is a multitude of results which are impossible to achieve using old school techniques. Not to mention less skeletal pressure and better neuron firing than ever before.

Incredible demo programs are part of our platform. You may never believe a word we say. That is…until you try one of our products. Once you try our products, your mind will race with new ways to train your clients, with multiple ways to get them to the next level. If you are interested, contact us and we can help you experience our products firsthand.

OUR FAVORITE PRODUCTS: The Terra Core: people call it a “gamechanger,” we simply call it the “shape of things to come.”

The Ham/G: With our patent-pending AIR INFUSION TECHNOLOGY every part of this machine that makes contact with your body is 100% dynamic and three-dimensional, allowing you to workout harder and longer- with zero stress points.

The Core Bench: The Core Bench is everything we know about training and strengthening the human machine. Moving from a hard surface to a soft surface, when working out yields more efficiency and more benefits for the same movements.

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H O T

COMPANIES

2016

A

t KORR™ Medical Technologies, we have applied years of research once reserved for the NASA space program to take on the challenge of health and fitness. Consider the solutions KORR has to offer:

Weight loss: The MetaCheck is an affordable metabolic analyzer that provides an accurate, professional resting metabolic rate measurement. Measuring a person’s metabolic rate allows you to construct an effective weight loss plan based on individual caloric needs. In the past, these measurements have only been available by using cumbersome, expensive equipment and were generally only available at hospitals. The MetaCheck is simple to use and maintain, using disposable testing supplies and requiring no additional computer to operate.

Sports performance: The CardioCoach VO2 Max analyzer provides the ultimate measure of fitness and is the most professional way to monitor improvement. Testing can define the markers necessary for endurance training and peak performance. Metabolic efficiency can be measured and improved.

The competitive athletes you train will be thrilled to have access to the same training tools used by professionals, including measurements of aerobic threshold, anaerobic threshold, peak VO2, RMR, RER and CO2.

CONTACT INFO: COMPANY:

KORR Medical Technologies

WEBSITE: www.korr.com

PHONE:

877.859.3007

EMAIL:

support@korr.com

While in the past, trainers have had to send clients to universities and sports labs to obtain a VO2 Max test, KORR has made it feasible for trainers to own and operate their own equipment. Not only does this allow VO2 Max data to become an integral part of your training programs, it allows you to keep the profits as part of your business plan.

CONSIDER THE FEATURES OF THE CARDIOCOACH: } Affordable – on average you will have paid for the equipment after less than 50 tests } Portable – the equipment fits in a case the size of a suitcase } Easy to use – the CardioCoach is self-calibrating and requires no special training to operate Manage client workouts: The CardioCoach app (available for download in the Apple Store) is unlike any health and fitness app currently on the market. It utilizes an individual’s unique VO2 Max to create heart rate based workouts, carefully designed by experts to meet specific goals of weight loss, aerobic conditioning and cardio strengthening. As your client works out, they are gently reminded to stay in the correct zone that is unique to their own VO2 Max results, allowing them to make progress like never before!

With the personal data the CardioCoach app is monitoring, it is able to calculate truly unique and powerful information: How many minutes were spent in an aerobic state? How many anaerobic? Precisely how many calories were burned? How many of those calories came from fat? How many from carbs? How many calories will your client continue to burn after the workout ends? The CardioCoach app will keep them accountable to you and can directly sync to their calorie counting apps to view the overall picture of their energy balance.

Technology in fitness is here to stay. But research is showing that technology cannot replace the expertise of a personal trainer. By using unique data to develop personalized programs for each client, KORR Medical Technologies will help you keep the PERSONAL in personal training while offering leading edge science.

H O T

COMPANIES EXECUTIVE COMMENT

2016

TREADMILL TALK

BOOST YOUR BUSINESS

Greg Justice | www.aycfit.com

Bedros Keuilian | www.PTPower.com

Technology is reshaping personal training

The best time is now for social media marketing

While we once thought of technology as cold and impersonal, today it’s a part of our every day lives. Technology is now highly customizable and very personal. We’re seeing it shape our industry so much so that the field is about to enter into a brand new era – an age where personal training becomes even more personal.

Over the last five years, investment and interest for fitness wearables and software have grown significantly. Investments for the two technologies reached a staggering $1.5 billion in 2012.

More and more people wear smart watches, heart rate monitors, pedometers and activity trackers both during and outside of their personal training sessions. However, many clients don’t fully understand what their stats mean when it comes to their fitness goals.

That’s where it gets personal. You can help your clients interpret their data, helping them set and achieve their goals. Real-time progress can be tracked, and both trainer and client can improve outcomes through these very useful technologies.

There will be a surge in personal training studios that utilize technology. Here’s a surprising, yet also an ironically unsurprising fact – we will see a 125% surge in personal training studios over the next decade. Why? Because trainers from those big chains are quitting and starting up their own studios with the understanding that clients are looking for a more customized training experience created through the use of now affordable technologies.

Digital planning will be used for better results. The beauty of technology is that it allows both trainer and client to evaluate progress more quickly and easily. Digital planning can be utilized to decide what metrics to track, what software to use and how often to measure. This will greatly increase the efficiency of program, and allow personal trainers to immediately assess whether the current fitness plan is effective.

There will also be a growth in functional, screen-based certifications to assure that exercise progressions are done correctly, possibly preventing injury from occurring and to maximize results.

There will be a proliferation of virtual and in-house personal training hybrids. In the past, clients who were unable to go to the gym skipped working out all together. Now, Skype, Facetime and other streaming software apps allow clients to coordinate and interact with their trainers no matter where they are. This not only does away with excuses not to exercise, it can also lower costs for both trainer and client.

Technology can make personal training even more personal. It’s still about building a relationship of trust, and staying in touch with technology is making it easier than ever.

Social media and the internet in general have reached a very interesting place. We are in the tail end of the “Wild West” phase where the rules were still being written and it was possible to “strike gold” by discovering a new marketing technique or platform that nobody else knew about.

There are still a few grand discoveries waiting for us, but for the most part the major players of the social media world have emerged and are here to stay. While some people may feel nostalgic for the get-rich-quick days of the early Internet, the end of the “Wild West” is actually very good news for all of us.

Greg Justice, MA, is the founder of AYC Health & Fitness (aycfit.com) and the CEO of the National Corporate Fitness Institute (ncfinstitute.com). He has been actively involved in the fitness industry for more three decades as a club manager, owner, personal trainer and corporate wellness supervisor.

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THE GOOD NEWS Now that the major platforms are here to stay and there are legitimate rules to play by, it is easier for small business owners to build sustainable, highly profitable marketing systems on social media.

For the fitness industry especially, Facebook, Instagram and Twitter will be good sources of leads for the foreseeable future. Those platforms have the attention of our target demographics, and they have increasingly sophisticated tools to help us market directly. They are also almost completely eclipsing all of the old media.

If you need proof of this, observe a group of people watching cable TV. Whenever the commercials come on, that entire group will most likely pull out their phones and go on Facebook.

THE CHALLENGE Of course, there is a twist to the end of the “Wild West.” Now that the rules of social media marketing are falling into place, it is more important than ever for you to know the rules (even if you later decide to break them). The challenging part is that the rules are complicated and subtle. In fact, a lot of them are the kinds of rules you can only learn by doing.

If you really want to market successfully over social media (as you should) then you need to do two things: 1. Ask yourself very honestly if you love marketing and are willing to spend the majority of your day working on it. If the answer is ‘yes,’ then dive in and start learning the rules of social media.

2. Start building a team. This is especially important if you do not want to be a marketer personally. Find people with a genuine personal interest in social media marketing and bring them on to help you with the tactical, day-to-day work.

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.

S

ince its foundation in 1978, the National Strength and Conditioning Association (NSCA) has evolved into a global educational non-profit committed to empowering health, fitness, tactical and strength and conditioning professionals to achieve their career aspirations and help their athletes and clients reach their performance and health goals. Through membership, accredited certifications, research journals, publications and annual events, the NSCA aims to bridge the gap between science and application for a diverse group of professionals throughout their career journeys.

Four levels of NSCA membership give more than 30,000 people worldwide the opportunity to further their knowledge, expand their professional networks and advance their careers. Membership levels including Student, Associate, Professional, Certified Professional with Liability Insurance provide varying levels of benefits that are designed to meet individuals where they are at in their professional timeline. Some of the career services an NSCA membership provides include job and mentor boards, opportunities to apply for NSCA Foundation grants and scholarships and access to research journals, NSCA publications and member-only digital content.

CONTACT INFO: COMPANY:

National Strength and Conditioning Association (NSCA)

WEBSITE: www.nsca.com

PHONE:

800.815.6826

EMAIL:

nsca@nsca.com

When it comes to certifications, the NSCA paved the way with the Certified Strength and Conditioning Specialist® (CSCS®) and NSCA-Certified Personal Trainer® (NSCA-CPT®) credentials. The CSCS and NSCA-CPT were the first certifications of their kind to be nationally accredited by the National Commission for Certifying Agencies (NCCA). The NCCA, in partnership with the federal government, develops standards of excellence for certification programs in all professions and occupations.

While the CSCS is geared more toward professionals who design and implement training programs for athletes in a team setting, the NSCA-CPT is suited more for personal trainers working with both active and sedentary clients in one-on-one situations. As these programs have grown, so too has the NSCA, which also offers the Tactical Strength and Conditioning Facilitator® (TSAC-F®) and Certified Special Populations Specialist® (CSPS®) credentials.

For over 30 years, the NSCA has been supporting and disseminating research to further the knowledge of health and fitness professionals. Through long-time peer-review journals, the Journal of Strength and Conditioning Research (JSCR) and the Strength and Conditioning Journal (SCJ) as well as more recent publications NSCA Coach, Personal Training Quarterly and TSAC Report, the NSCA also aims to empower its vast community of members and certified professionals to have a hand in shaping the future of the industry by sharing their research and contributions.

Helping to increase the organization’s global reach are a number of valued international affiliates that fulfill the NSCA mission within their own countries. Affiliates in Italy, Spain, Japan, Korea, and Shanghai currently offer the complete NSCA package of membership, education and certification.

Certification exams and Continuing Education Unit opportunities are also hosted across the world in eight different languages.

The NSCA has paved the way for health and fitness professionals by advancing the industry through membership opportunities, well-established certifications, research and application journals and a global outreach. As long as there are goals to be achieved and lives to be improved, the NSCA will continue to educate and equip those who aspire to rise to the occasion.

H O T

COMPANIES

2016

TOP-NOTCH TRAINING

EDUCATION CONNECTION

Michelle Blakely | www.blakelyfit.com

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

An exercise in anti-technology

The lessons technology teaches

Technology can easily become a tool to avoid whatever scares us. We sit hiding behind the charm of social media and the much talked-about importance of an online presence. A concise, accurate website is important. A professional, consistent social media schedule can be very useful. But are some of us spending time online for fear of putting ourselves out there in person? I think so, and I understand why. The fear of standing in front of another person and actually saying that we have expertise and can help them with their struggles is initially daunting.

And let’s be honest, bravery is required to ask another individual for their business or contact information or commitment to enlist our services. With that in mind, it’s understandable that some of us have our heads buried in our smartphones, riding the instant gratification of a “like,” share or count update. Or we get lost in perfecting our web page or photos.

Here’s the rub, though. Those miniscule online boosts are nothing when compared to a full book of business, a client achieving their goal, or a happy customer writing a phenomenal review. If your social media is not delivering those things, it’s time to limit device time and get in front of some actual people.

“How do I do that?” Try this exercise: Imagine all your technology suddenly fails and you have to obtain customers and be discovered as an expert another way. Without social media, email, phone calls and paid online advertising, what would you do to drum up new business? What would you do to reward current clients? What would you do to spread the word that you are a fitness expert, knowledgeable, professional and eager to take on the right kinds of clients? What about an open house? What about a lunch-and-learn? What about volunteering at a community wellness event? What about personally introducing yourself to every new member at your club with a handshake, smile and sincere offer to learn their fitness needs over a ten-minute conversation? What about asking your manager for opportunities to get involved in the company’s community efforts?

Yes, this takes a little courage. Yes, this will feel uncomfortable at first. But that will pass. I have seen these exercises work, bringing clients to trainers and making professional connections with staying power. I encourage you to keep what is good about technology in your business without letting it distract you from your ultimate goals.

Complement it with real, in-person connections that will establish you as an expert and invite potential clients to benefit from your services.

I know a runner who can’t go for a run without her GPS and heart rate monitor strapped to her wrist, her iPhone strapped to her arm, her fuel belt strapped to her waist, and her compression socks stretched up all the way to her knees. It’s as if the technology is essential to her running experience, even if it takes her 30 minutes just to get ready to run.

As soon as she completes her run, she takes a picture with her phone—making sure her fuel belt and hot pink compression socks are visible—and posts the picture with her running mileage, pace and heart rate to Instagram and Facebook, all before getting in the shower.

Fitness used to be so simple—just open your front door and start running, or pop a VHS tape in your VCR and start jazzercising in your living room. Now technology has taken over how people exercise, from heart rate monitors and calorie trackers to apps and accelerometer-enhanced shoes.

When it comes to fitness, I’ve always been a purist. All I need is a pair of running shoes, the open road or a trail, and my own imagination. Perhaps that’s because I grew up a runner before heart rate monitors and iPhones. But I’ve come to realize that even though I’m not a big fan of technology when I run, Apple watches and Fitbits do the same for our clients’ experiences that microwaves and VCRs did for the generation before them, and that telephones and Polaroid cameras did for the generation before them.

People love gadgets. But perhaps what they love more—and what makes fitness technology so intriguing—are the things they learn about themselves from the technology. My friend who can’t get out her front door without a GPS on her wrist loves knowing exactly how many miles she ran and what her heart rate is when she’s running. It helps her to monitor her running pace and provides her with a benchmark to compare her next run with. It motivates her.

But that motivation may come at a price, and not just the literal price of the GPS watch. Despite how cool the Apple watch looks on your client’s wrist and all the great info it provides, the intrinsic rewards of exercise will always far outweigh the extrinsic ones. When the motivation, discipline and desire to be fit comes from inside of your clients, they have a much greater chance of sticking with exercise for the rest of their lives. When it is your clients who drive themselves, rather than technology, the process and effort mean so much more. And with less technology, it takes less time to get out the door to run. Which, of course, means more time spent running.

Michelle Blakely’s company, See Jane Train, cures the business headaches of independent female personal 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 Good Housekeeping, Prevention and Oprah.com. Enjoy a complimentary gift at www.SeeJaneTrain.net.

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Jason Karp is the creator of the REVO2 LUTION RUNNING™ 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, is available in bookstores and on Amazon. www.Run-Fit.com

CONTACT INFO: COMPANY: IntelaMetrix

WEBSITE:

www.intelametrix.com

I

ntelaMetrix, Inc. is a technology company that designs, develops and markets cutting-edge solutions for the health, fitness and wellness industries. Our passion and belief in measuring and monitoring various health metrics with precision not only allows for timely intervention, but will motivate and sustain a long-term commitment to physical activity, proper nutrition and healthier lifestyles.

INNOVATIVE ULTRASOUND TECHNOLOGY- THE BODYMETRIX™ PRO SYSTEM Our flagship product, the BodyMetrix Professional System, combines a hand-held ultrasound wand coupled with innovative software to non-invasively measure and monitor body composition with ease, accuracy and consistency. Science-based validation studies show good agreement with higher priced methods; the BodyMetrix uses the same professional-grade ultrasound technology that’s been a mainstay for many years in the medical community. Assessments take only minutes and results are not skewed by hydration, exercise level, time of day, body temperature or caffeine intake.

The hand-held device plugs into a Windows or Mac computers USB port, providing both a portable and affordable solution. The BodyView ProFit™ software is highly visual, offers an unlimited client database, along with the ability to customize and create comprehensive or brief client reports that can be printed or emailed directly to save time and reduce printing costs.

BEYOND A BODYFAT PERCENTAGE- THE BODYMETRIX™ ADVANTAGE What separates the BodyMetrix Professional System in today’s marketplace is the unique ability to measure and track metrics beyond mere body fat percentages, BMI or the dreaded scale numbers.

Its distinct advantage stems from the ability to perform cross-sectional scans at targeted areas to directly visualize and quantify fat and muscle layers. These scans provide a wealth of tangible information that not only motivates clients, but gives them a clear understanding of how weight is distributed and the progress they’re making in lieu of their health and fitness goals. It shifts the paradigm away from just a “number” and validates the hard work they’re putting in when trying to build muscle or lose fat. The BodyMetrix also provides proof that being “thin” doesn’t necessarily mean you’re healthy. The good news is that BodyMetrix scans really drive home the point! For the practitioner, this is a great opportunity as it’s a powerful tool to better evaluate diet and nutrition compliance, relative disease risk, asymmetric muscle imbalances, sarcopenia and progress toward functional recovery.

Seeing is believing…

Interested in performance metrics? The BodyView ProFit software is packed with various fitness assessment tests which you can tailor or add to your specific protocol, in addition to monitoring blood pressure, resting heart rate, circumference measurements, BMR and BMI. Not to mention the ability to view the trending of these tests along with weight, body fat percent and specific fat thickness measurements. You can import client before and after photos so they see their transformations!

A COST-EFFECTIVE REVENUE GENERATOR The BodyMetrix Pro System is an affordable, cost-effective solution loaded with an arsenal of various metrics and visual tools providing exceptional value at a price point unmatched in the industry. It’s a powerful revenue generator with a quick ROI, backed by science and trusted ultrasound technology.

PHONE:

925.606.7044

EMAIL:

WebInfo@intelametrix.com

H O T

COMPANIES

2016

DOUG BOPST COMPANY NAME: Doug Bopst Fitness CERTIFICATIONS: NSCA-CPT FAVORITE PIECE OF WORKOUT EQUIPMENT: Dumbbells FAVORITE SNACK: Quest Bars FAVORITE QUOTE: “Remember how far you have come and not how far you have to go.”

DOUG’S BOOKS ARE BOTH AVAILABLE ON WWW.AMAZON.COM CONTACT INFO: www.facebook.com/dbopst www.dougbopst.com dbopstfitness@gmail.com

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Journey to Success

By Lindsay Vastola

From felony to fitness

Success that began at rock bottom

“Do everything you can to make someone’s day better.” This is how Doug Bopst centers each day. Perhaps more impactful than the message is the story of Doug’s journey.

Doug did not pursue a career in fitness because he was inspired by role models, motivating coaches or even a supportive family.

Quite the opposite, in fact. It was fitness that found Doug; it was fitness that saved Doug when he hit rock bottom.

HOW FITNESS SAVED DOUG “Fitness changed my life. In October of 2008, I was incarcerated in the Harford County Detention Center on a 90-day sentence for a felony drug charge when I was twenty-one years old. My cellmate, Eric, encouraged me to start exercising as he felt it would help me make it through the jail sentence. I was always passionate about athletics, although I was far from an athlete.

I went down to do a pushup and I couldn’t even do one from my knees. I could barely walk. I had a $250/day oxycontin habit and was smoking a pack a day prior. Let’s just say I wasn’t Jack Lalanne. After being embarrassed in front of a bunch of grown men I decided to get serious and give exercise a sincere try. With my cellmate encouraging and training me, I was able to do 10

pushups and run a mile by the time I had finished my bid. Praise God. My self-confidence skyrocketed. I was addicted. Literally. I felt I was going to be able to make it and fulfill the stipulations of my court order and beat a crippling drug addiction. I hired a trainer, followed his instructions to every detail and lost another 50 pounds.

I then wanted to become a trainer to help others use fitness to change their lives and feel better about themselves. I applied for a job at the Maryland Athletic Club in November of 2010. I had to beg for my job because of my felony conviction. After a few weeks of interviews I was blessed and grateful to get the job. I am so thankful that Tim and Liz Rhode gave me the chance. I got certified as a trainer in April 2011 and began my training career. At that point, I knew this was it. It was going to be my career. I was so passionate about helping others use fitness to get better that it felt somewhat euphoric. I loved it.

Getting arrested on May 5, 2008 and charged with a felony drug charge turned out to be a lifesaver. If I had continued on the same path I would have ended up dead in some way, shape or form. Instead, God used that experience to make me discover my passion, fuel my purpose, and live a life worth telling a story about.”

Doug

Doug found he had to hit rock bottom in order to realize he had a far greater purpose in life. Knowing what rock bottom feels like gives him a deep understanding and ability to empathize with his own clients and those who read his books to help them push past their own rock bottoms. It was fitness that gave Doug hope to persevere through the consequences of his past and it became his second chance at life.

THE JOURNEY OF DOUG’S SECOND CHANCE “I began my career at the Maryland Athletic Club in Hunt Valley in November of 2010. I spent the first year building a foundation for a solid training business. I reached out to Billy Delorbe, a veteran in the industry, because I needed some guidance. I noticed how successful he was and how his clients loved him.

With his mentorship and friendship, I found out how much I loved training and helping people reach their goals.

Most importantly, training gave me an opportunity to be vulnerable. To share my unique story of how I got started in the industry. At first I was afraid, scared and nervous. I was worried I would be judged, or looked down upon. But in reality, people embraced it and gave me unconditional love, support and respect. I was completely humbled and grateful for that. You see, I feel this was all part of God’s plan to break me completely and “save” me to allow me to help others make the most of their second chance. We get a second chance at life each time we open our eyes. I am so

BOPST

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thankful for my clients, co-workers, family and friends who helped me along the way.

In April of 2012, I made a decision to attend Todd Durkin’s mentorship event. I saw his passion, energy and charisma and wanted to know how to be like that. That event was a pivotal turning point in my business. At the time I had a consistent and successful book of business, but I was becoming the typical “burnt-out” trainer.

Working day and night only to face-plant on the couch when I got home. We learned about taking care of ourselves, fulfilling our purpose in life and taking the time to work on our business and not always “in” it.

In December of 2013, I founded Doug Bopst Fitness, a brand and training business focused on inspiring and motivating others to use fitness to improve their lives, improve their mindset and get better one day at a time.

In January of 2014, after completing the strict orders the judge had given me when I went to court (probation, community service, fines, etc.) the felony came off of my record. I never realized how much and quickly two minutes can change someone’s life.

In August of 2014, I published my first book “From Felony to Fitness to Free,” a journey

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of my testimony and story of how I went from being a drug dealer and convicted felon to finding myself and pursuing and succeeding in the fitness profession. This helped me to show other people that they can turn a negative into a positive and make the most of their second chance. I was so scared. My story was out there for everyone to see now. Parents of kids who had drug problems began reaching out to me, and it made me realize how blessed I was to be where I am today.

In October of 2015, I started working at the Maryland Addiction Recovery Center in Towson.

I absolutely love and look forward to each day I go in there to train the patients. I grew closer to my purpose and mission in life, to help those in recovery to use fitness to better themselves, increase their self-confidence in order to thrive in recovery. I cannot say enough how thankful I am to Sam Bierman and Zach Snitzer for putting this in place. It’s been such a blessing.

In December of 2015, I hired Britney Elizondo of EllyB Marketing to help me grow my brand, share my story and better utilize my strengths in order to help me fulfill my purpose of making a difference in the world and in May of 2016, I published my second book, “Faith

Family Fitness.” I wrote this book to show you the power of these three words. To inspire you to take chances in life. Have faith. To surround yourself with the right people. To stay healthy and fit. Keep up with these three things and watch what happens.”

When asked how he has kept himself moving forward through challenges, Doug says the important thing is that we differentiate between fear and risk. Fear can shackle you and hold you back; risk can help you grow, even when it’s scary and unknown. Continue down the tunnel with faith and purpose even if you can’t see the end, or choose to turn back to where you came from.

Let us be inspired by Doug to not let our rock bottoms define who we are; rather to use the lessons we learn as a catalyst, an opportunity, a gift to give to others. Let his story remind us that our vulnerability is actually our strength. There are many people grateful for Doug’s journey; and countless others he will undoubtedly inspire to become better versions of themselves.

DID YOU KNOW? Every 3 seconds someone turns either 60, 65 or 70 in the U.S.? That’s 30,000 people every day! There are over 100 million older adults in the U.S. and that number is growing quickly. The 85+ population is the fastest growing age group. The aging Boomers are the largest, most affluent and most highly educated demographic in history. They are loyal clients that pay, stay and refer!

The Functional Aging Institute (FAI) was created to respond to the needs and opportunities of this exploding aging population and combat the numerous myths and stereotypes about training older adults that exist in the fitness industry. In less than three years, FAI has become a worldwide leader for older adult fitness. It was founded and is led by veteran fitness and aging experts, Dr. Dan Ritchie (PFP Personal Trainer of the Year) and Dr. Cody Sipe (IDEA Program Director of the Year).

CONTACT INFO: COMPANY:

The Functional Aging Institute FAI

WEBSITE:

www.functionalaginginstitute.com

EMAIL:

contact@functionalaginginstitute.com

FAI is focused on two goals: 1) prepare fitness professionals to train older clients for maximum functional effectiveness; and 2) help fitness business owners get more clients and make more money.

The highly acclaimed Functional Aging Specialist Certification (FAS) is a 10+ hour online course that teaches an evidence-based approach to training older clients of all functional abilities based on the innovative Functional Aging Training Model. Live workshops are also offered but they are not required for certification (except for the UK). The credential covers essential aspects of the physiology of aging; chronic diseases and conditions; health assessment; functional fitness assessments; the Functional Aging Training Model; exercise strategies and demonstrations; program design; application to one-on-one and small group training; and safety issues. Over 5 hours of video are included.

Join the growing ranks of over 500 FAS certified professionals from all over the world.

BECOMING A CERTIFIED FUNCTIONAL AGING SPECIALIST WILL: } Help you become the local go-to authority on Functional Aging } Prepare you to work effectively with older adults of all functional abilities } Provide you with the knowledge and skill to create safe and effective programs } Give you ideas for one-on-one and small group training } Get you featured on our certified FAS map UPCOMING FAS CERTIFICATION WORKSHOPS: July 13: IDEA World preconference, Los Angeles, CA July 17: Naples, FL August 7: Redding, CA November 16: ICAA Conference preconference, Orlando, FL UPCOMING INTERNATIONAL FAS CERTIFICATION WORKSHOPS: June 25: London, England July 2: Edinburgh, Scotland July 22-23: Seoul, Korea NEW - The Functional Aging Group Exercise Specialist Certification (GFAS) is designed for group fitness professionals. It teaches the same core training methodology as the FAS but applies it to the large group environment. Learn effective group teaching, cueing and monitoring techniques in addition to program design, class templates, class setup and more.

FREE OFFER Get your complimentary Functional Aging Training Starter Kit. Just go to our home page to pick up your free copy and start learning how the FAI approach can improve your ability to train older clients.

H O T

COMPANIES

2016

By Todd Kuslikis

THE ONLINE TRAINING REVIVAL Two components of successful online training

T

he fitness industry is no stranger to innovation. Every year, there are new trends that enter the marketplace that quickly attract millions of raving fans. Crossfit was a small fledgling movement in 2005 with only 13 affiliate gyms; now it has over 13,000 gyms. Wearable technology has grown even faster. The leading company in the fitness space, Fitbit, grew from 20,000 users in 2010 to 9.5 million paid members in 2015. Yet there is one trend in the fitness space that has had a disappointingly slow growth rate: online

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personal training. IDEA Fitness Programs & Equipment Trends Report showed that over the course of five years, between 2009 and 2013, there was a measly 3 percent growth in the total number of personal trainers offering online services to their clients. Considering that over 50 percent of all Americans are searching for fitness information online, why is there such slow growth in online personal training?

At first glance, online personal training seems to be the perfect value-add service for every trainer. It allows trainers to reach far

more people than one-on-one sessions or even in-person group sessions. It opens up opportunities to increase income in ways trainers couldn’t do before and gives fitness professionals the ability to stay in close communication with current clients while they are traveling and unable to make it to an in-person session.

Why is it that just a fraction of personal trainers explore the world of online personal training? What are the barriers preventing online personal training from going mainstream? And most importantly, if it is such a great opportunity, how can fitness profes-

sionals train online in a way that helps their clients and increases their bottom line?

WHY ONLINE TRAINING IS NOT MORE MAINSTREAM Online personal training is defined as a personal trainer using some type of video conferencing ability or email to reach clients on a regular basis to help them achieve their fitness goals. Think of it like coaching. A client signs up to work with you and you help them on an ongoing basis through video or email. However, there are three reasons this method of training has not caught on in mainstream fitness.

1. THERE IS NO COMMUNITY Research has shown that accountability and community are critical in fitness success because it helps build camaraderie. A study published in Psychology of Sport and Exercise found that the fitness habits of your friends has a strong influence on your exercise habits. Another study performed by the Department of Kinesiology at Indiana University discovered that married couples who went to the gym together had only a 6.3 percent dropout rate, even if they didn’t focus on the same type of exercise. Couples that worked out separately had a 43 percent dropout rate.

Traditional online personal training focuses solely on the relationship between the trainer and the trainee. The trainer creates the workout plan and gives it to the client.

The client tries to follow it, then checks in via email or video. There is no community. There is no competition or comradery amongst other members. Just a transaction of services.

2. THE COST IS TOO HIGH Over the past five years, many services have sprung up that allow trainers to do video broadcasting to individual clients one-onone or to small groups. They can see the clients and correct their form. However, there is an inherent problem in this model. Since the trainer can see the videos of each of their clients, only a few people can be in a class at one time. The amount of clients the trainer can see on their screen limits the amount of people that can join. The trainer has to at least make their going rate so will often charge each client $10-20 per class. In many cases, this is a higher price than what clients would pay for an in-person group class. The benefits don’t outweigh the cost of spending more for online training than they would at a traditional gym or health club.

3. ONLINE PERSONAL TRAINING IS NOT CONVENIENT Online personal training that requires you to meet via Skype or another video conference tool is not convenient for everyone. Sure, your clients don’t need to drive to the gym to meet you, but inherent within home fitness there are some major barriers that you are competing against. For example, distractions from family, late nights at the office, etc. If a client is expected to be at a physical location it’s harder to cancel. If it’s just an online training session, it is often easier to shoot off a quick email and cancel if they get too busy. That’s why on-demand workouts do so well for in-home fitness. That’s also why fitness DVDs are still very popular. The fitness DVD market grew 7.7% from 2009 to 2014. This is twice as fast as the online personal training industry. And it’s even more surprising when you think about how many free full-length fitness videos are available online. Fitness enthusiasts are still paying for DVDs because they are on-demand. Although the growth rate is smaller than past years, it is still growing.

REQUIREMENTS OF SUCCESSFUL ONLINE TRAINING It is clear that there are many inherent challenges in order for the online personal training market to become a leading trend in fitness. There are two core components to successful online training.

1. PERSONAL INTERACTION AND MOTIVATION FROM A PERSONAL TRAINER Even though technology is increasing at a rapid rate there is one thing that it will never be able to replace: interaction with a real person. Google may pride itself with being able to deliver health and fitness answers within seconds but it cannot motivate and encourage a client like a personal trainer can. Clients want to feel important and special.

5 ways to deepen rapport with online clients: 1. Send encouraging emails.

2. Find articles to send that pertain to the client; telling them that the article reminded you of them.

3. Text them and let them know you are here and support them.

4. Send them a handwritten card on special occasions like birthdays or holidays.

5. Be available for questions and be timely in your answers.

Diamandis said, “People join communities because it reinforces their sense of identity, but they stay for the conversation.” People want to feel connected. They want to feel like they belong. And they want to communicate with other members of the community.

As technology infiltrates every area of our lives, so is the ability for all of us to stay deeply connected. Facebook started off as a place for college students to connect. Now it has connected the entire world. LinkedIn has quickly grown into a place for professionals to interact and meet new people. Think of your online training clients like a micro community that needs to interact and build relationships in order to be sustained.

5 ways to build community among online trainees: 1. Set up private Facebook groups for all your clients to join and meet each other.

2. Create group challenges to get people talking and excited.

3. Highlight and share successful achievements from other members in the group.

4. Communicate with the group as a whole through email using tools like Gmail’s group contacts.

5. Talk about things other than just fitness and health; this keeps things light and helps build rapport.

When online personal training incorporates community interaction and relationships it is one of the most powerful methods for reaching clients around the globe. Yet when the interaction just takes place between the trainer and the client it’s more difficult to hold the client accountable and reach mass appeal. As an industry, we have the opportunity to create new trends that can affect the lives of millions of people. By incorporating community among your online trainees you’ll help foster deep relationships and more effectively help your clients reach their fitness goals.

Todd Kuslikis is the founder of A Shot of Adrenaline, one of the most popular calisthenics blogs online and co-founder of a fitness technology startup called RallyAll.com. RallyAll is a platform that allows fitness experts anywhere to broadcast live training

2. COMMUNITY INTERACTION AMONG YOUR TRAINEES

classes to thousands of people and make a great

Community and technology expert Peter

RallyAll.com

income online. www.ashotofadrenaline.net; www.

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Part 3 of PFP’s 2016 Special Six-Part Series: The Fitness Professional’s Lifeline: Client Attraction and Retention

KEEP THE MOMENTUM:

CONTINUALLY ATTRACT, RETAIN AND GET REFERRALS

T

rainers spend a wealth of energy seeking new clients and new exposure; but effort to retain an existing client base is just as imperative. The key to keeping momentum in your business is to continually attract, retain and get referrals.

Technology is one tool in your arsenal for attracting new clients, maintaining access to current clients and collecting referrals for future clients. We are connected in a way they’ve never been before. Clients are attached to their phones. Trainers are attached to their phones.

Trainers are actually in their clients’ (and po-

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tential clients’) pockets! Here is perspective on how to integrate technology to attract and retain clients and get referrals.

Client attraction: social media is the new first impression Social media is used to demonstrate and market your knowledge, specialties, success stories and failures that conveys the message of the business and builds your credibility. Knowledge and understanding of your specific target audience allows you to tailor your business internet presence to appeal to that audience. Whether the target clientele are those seeking weight loss,

body builders, athletes or new moms, the information presented must appeal to your target, while reflecting your unique style.

Successfully attracting new clients is built upon a clear view of you, your philosophy and your training style. Philosophy and style are not tangible, therefore clear representation on the internet and in person is crucial to attracting prospective clientele. We live in a visually dominant marketing environment; appealing to visual interests is easier than ever and it’s free.

Creating a positive social media presence makes you and your business accessible

By Lauryn Meyer each specific client. A healthy eating seminar for a weight loss client, a running clinic for a client new to 5Ks, a 30-minute morning workout for a busy mom are all great examples of partnering a specific product with the client.

Technology makes accessibility to you much easier. This increased availability decreases the number of distractions and excuses for a client. A simple text message from you to check-in after a session, or accountability as to why they missed a session or to tell them what an amazing job they did, keeps the lines of communication open and keeps you relevant in your client’s daily routine. An excellent way to keep current clients excited and feeling important is sending emails to give them exclusive access to new classes, new programs, new products and incentives. By creating an environment, even digitally, where the client feels included, wanted and important, increases their longevity as a client. A trainer that maintains longevity with a client not only increases their revenue but also increases opportunity to reach their goals.

Using social media to help create this inclusive environment for clients adds one more layer of visibility, keeps you more connected and more accessible. Shout outs from you on social media are motivating not only for the client referenced but put you front-ofmind for future and current clients.

and produces a free form of self-promotion with a clear, visual reference that increases the potential to gain and maintain target clientele.

Client retention: partner products and clients Putting a majority of effort into obtaining new clients may siphon energy away from current clients. The good news is that you have an advantage with your current clients, in regards to sales, because you already have a deeper understanding of your clients’ true wants and needs and you know this client is willing to spend money to work with you. Use this information to tailor future sales and products for

Client referrals: incentives and excitement Hesitation about asking for and getting referrals leads to limitations in the reach of your business. It is vital to cast a wide net. One option is during the billing transaction. Include a referral request with an incentive on the client’s billing email. For example, one free session, 20% off merchandise or half-off a class for each referral.

Even the very best clients don’t give referrals simply because they are leading busy lives.

An incentive creates a win-win mentality and gives that client the direct motivation to put your name out into the world. After receiving a reference or lead, follow up with not only the potential client but also the current client. Taking great care of the referral source by thanking them personally, through phone, email or text will show appreciation and make them more likely to continue to refer you. Keep a record of referral sources, even if the reference didn’t pan out. Those loyal customers were willing to put their name in alignment with your business and should be rewarded.

If you increase your visibility, it increases client interaction. When you increase client interaction, it leads to greater client excitement.

When clients are excited to train with you, you are far more likely to retain clients long-term

Here’s a glimpse into what to expect in our exclusive six-part series: Part 1 (January-February)

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

Part 2 (March-April)

Your funnel to success: create a predictable sales funnel

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

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

and earn their referrals. Technology enables you to create momentum in your business to continually attract and retain clients, get referrals and most important allows you to share your inspiration, motivation and positivity.

Lauryn A. Meyer MS, CSCS is the owner of Play Hard Get Fit, personal training and online coaching (www. playhardgetfit.com). She is a lifelong athlete turned fitness professional. She has worked in personal training, corporate fitness and physical education, as well as with college and youth athletics. Connect on social media @playhardgetfit and LMeyerFit@gmail.com.

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YOUR FITNESS BUSINESS LIVE!

Use live broadcasting video to boost your business | By Scott Rawcliffe

Y

ou’ve probably noticed video is quickly taking over on multiple social media platforms. Live broadcast videos on Facebook Live, Periscope, Blab, Meerkat, as well as more uploaded videos appearing in the feeds of Instagram and Snapchat. Instagram recently increased the allowed upload video length from 15 seconds to 60 seconds; more proof that video is becoming the preferred media. But with so many platforms to choose from, how do you know where to start, and more importantly, what to do?

There are two video formats: live broadcast video and uploaded videos.

UPLOADED VIDEO Facebook, Instagram and Snapchat allow you to record and post videos to your account. You can record these videos, edit, reshoot and decide whether you want to post them. You can basically wait until they look exactly how you want before you publish them to your followers.

Using uploaded videos is pretty straight forward, but live broadcast can be scary for

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fitness professionals for a number of reasons, whether it’s a fear of the camera, not sure what to talk about or how to operate it.

LIVE BROADCAST VIDEO Live broadcast video is pretty much what it sounds like. You press the “go live” or “start broadcast” button, your phone starts recording live for the world to see. There are no second takes. There are no do overs. But don’t worry, if you don’t like your video you can always delete it and only the people who watched live will ever see it.

Part of the reason why live broadcast is taking off is because your fans or followers are able to see the real you; not a rehearsal or ninth attempt at creating your video. Live broadcasting is a breath of fresh air for followers.

The big three platforms for live broadcasting are Periscope, Facebook Live and Blab.

FACEBOOK LIVE Facebook Live is the newest and probably the most exciting live broadcasting app due to how big Facebook’s audience is and where

you’re able to use it. For quite some time only verified Facebook pages with over 25k fans were able to use Facebook Live, but in April they opened Live to all personal profiles and pages. Even if you don’t have a business page, you can still utilize Facebook Live.

Not only can you go “Live” on your profile or page, but you can also go live in any groups you belong to (depending on the privacy settings of the group) and most event pages. So if you’re using Facebook groups in your business, this allows you to add much more value.

PERISCOPE Periscope is tied to your Twitter account, so one drawback is it can be hard to build a following on Periscope if you don’t have one on Twitter.

BLAB The best way to describe Blab is that it’s like Periscope, but with the ability to have more than one person on video at the same time.

Basically, Periscope meets video conference calls. So if you wanted to do more live broadcasting in an interview style or with people

HOW TO START A LIVE BROADCAST ON FACEBOOK: 9. IN THE KITCHEN Give people a virtual cooking lesson, pantry audit or cooking tips that will help them eat better.

Here are a few live broadcast best practices:

LET PEOPLE KNOW To increase attendance make sure you either announce when you’ll be doing these or have a set time each week when you will be going live. And don’t limit it just to that app; share it on all your social networks!

HOW TO START A LIVE BROADCAST ON PERISCOPE:

and you can create your own online training timetable that people pay you to have access to around the world! For example: “Workout beside me every Tuesday and Thursday at 9:30 a.m.”

4. FACILITY TOUR/BEHIND THE SCENES Give prospects and fans a chance to see what your gym or classes are like. Showcase new equipment or different areas of your facility. This is a great way for people to feel at home in your business before they ever step foot in your facility. from different cities or countries, Blab would be a good option.

Here are nine strategies to use live broadcast video in your fitness business:

1. Q&A This is a great way to foster engagement and provide more value, especially if you’re running a program with a start and end date.

This is another value-add if you are giving people access to a private Facebook group where you do weekly Q&A broadcasts.

5. BREAK IT DOWN Teach people how to perform different exercises that are commonly performed incorrectly (or any exercise you think people want to know more about).

6. PROGRAM OR PRODUCT LAUNCH This works both online and offline. It helps you build excitement and anticipation for the release of a program or product you have coming out soon.

2. HOW-TO Demonstrate an exercise or a cooking tip, for example.

7. INTERVIEWS Interview clients, experts or a local resource your clients/followers would find helpful.

3. WORKOUT WITH ME This is great if you have an online program or you want to provide quick workouts or accountability for your clients who can’t make it to your facility. Take this one step further

8. FUNDRAISER WORKOUT/EVENT This is like the behind-the-scenes video, but allows people to either participate in the workout or raise more awareness to the event while it is going on.

HAVE A COMPELLING CALL TO ACTION If you want to actually profit from live broadcasting you need a call to action. Make it easy for your viewers to give you their contact details so you can follow up with them (try textto-opt-in services like LeadDigits or Off Day Trainer). If they can purchase straight from a webpage, make sure to mention the URL numerous times or, even better, write it on a whiteboard that you place behind you.

REPURPOSE YOUR BROADCASTS You can autosave your live broadcasts to your phone, so make sure to do this so you can use them again later. Let’s face it, only a small percentage of your fans see your posts, so make sure you get the most out of everything you put out there. You can either use the entire video or edit pieces out of it and post them on other platforms. Or get the video transcribed through a company called rev.com and use it as a blog post or create social media posts from sections of the transcription.

Simply think of live broadcasting as webinars that you can do from your phone.

Video is the future of social media. Start getting comfortable behind that phone and begin letting your fans see the real you.

There is a world of people out there that are desperate to find you because you may be the one person who can help them change their life!

Scott Rawcliffe is a fitness professional and fitness social media expert who has helped some of the biggest names in fitness build their business through the power of social media marketing. He is a sought-out speaker for industry conferences and events and leads workshops internationally. www.ScottRawcliffe.com

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EDUCATION TRENDS Angie Pattengale | www.nfpt.com

A fresh look at exam preparation Preparing for exams can be a challenge, and often incredibly stressful. Do not let your nerves and self-doubt get the best of you. Overcoming test anxiety can be a very easy process if done correctly. Having a plan before you start is the best way to begin in this process.

BE PREPARED Cramming your studying in at the last-minute does not work.

Learning and retaining information takes time. Lack of preparation often leads to a vicious cycle: the less time you spend studying, the more anxious you will feel, leading to self-doubt and possibly even second guessing if this is really what you want to be doing.

Know your strengths and weaknesses. Your first priority should be to work on areas of weakness. For example, if you fully understand how to asses clients and implement an exercise program but you struggle with human anatomy, start studying the anatomy first since you can simply brush-up on your stronger areas. Once you feel comfortable enough with that area, move to the next one.

Studying in this order can help you retain the more challenging information better.

Time is another critical factor in exam preparation. Be diligent and set aside time to invest in your studying. Make sure you give yourself enough time each day. A good rule of thumb is to take at least an hour every day to read and review your resource material.

Consistency is key. Your brain will retain the information with more frequent bouts of ingesting the knowledge. Time is very important, but what you do in that time is even more so.

BE PRODUCTIVE The more productively you study, the less time you will waste. First, make sure your study environment is one of productivity. Get rid of all unnecessary distractions. Focus on the task at hand. Studies have shown that if you study in a similar environment you will be taking the exam, you recall information better. For example, if you know you will be taking the exam in a quiet setting, make your studying environment quiet as well. If you know you’ll be taking the exam by paper and pencil, maybe have a pencil in hand while you study the hardcopy version of your material.

Studies have also shown that if you study by working numerous parts of your brain that you will be able to retain information more effectively. Three ways to do this is by reading it, writing it and speaking it. Each of these requires that you use different parts of your brain, which improves memory and the ability to recall what you have learned.

1. Read your materials thoroughly. Read them again.

2. Write notes about specific areas with which you are having a hard time. Create flashcards to test yourself. Writing your own flash cards will work better for retention purposes than using someone else’s. It will take longer, but it will be worth it come test day.

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3. Talk to either yourself or others about what you are reading and learning. When you speak it, it is working a different part of your brain than when you read or write.

Plan out your approach and prepare in whatever ways work best for you. The more prepared you are, the less stressed and anxious you will be.

Angie Pattengale is Director of Certification of the National Federation of Professional Trainers (NFPT) since 1994. Angie oversees the coordination of legally defensible test development and delivery and accessible certification maintenance. She maintains and promotes the NFPT Certification mission as it relates to health, public safety and authority; and also serves to promote NFPT certified trainers for their skills, their hard work and dedication to their profession.

Certification and continuing education organizations American Aerobic Assoc.

International (AAAI)

www.aaai-ismafitness.com

American Council on Exercise (ACE)

Functional Aging Institute (FAI)

www.functionalaginginstitute.com

National Federation of Professional Trainers (NFPT)

www.ACEfitness.org

www.nfpt.com

FitnessFest

National Strength and Conditioning Association (NSCA)

www.fitnessfest.org

Fitour

www.fitour.com

www.nsca.com

SCW Fitness Education www.scwfitness.com

T

he Medical Fitness Network is a directory of fitness professionals, gyms and allied healthcare providers who are interested in promoting their services to those who have medical conditions/chronic disease and who need pre- and postnatal care.

A NICHE MARKET There are 100 million baby boomers (those over 50) that make up approximately 30% of our population and three-fourths of America’s wealth. They are expected to live longer than previous generations. This is the largest segment in our economy with the largest percentage of wealth.

CONTACT INFO: COMPANY:

Medical Fitness Network

WEBSITE:

www.medicalfitnessnetwork.org As this population ages, we are seeing a significant increase in obesity, chronic disease and individuals with multiple medical conditions. The number of aging individuals seeking fitness professionals is about to reach its tipping point. Among the many conditions a boomer client may face are joint replacements (often two or more), cardiovascular disease, diabetes, cancer, obesity, arthritis, Parkinson’s, osteoporosis and muscle loss.

According to the Center for Disease Control (CDC), 80% of older adults have one chronic medical condition and 50% have two or more. Public health efforts to promote health and functional independence are critical strategies in helping older adults stay healthy and live independently. Regular physical activity is one globally accepted strategy to promote and preserve health.

These clients, once thought of as the exception, are now becoming the norm and they are seeking the best of the best in the industry to serve them. Fitness professionals working with the aging population must have a higher level of knowledge, skill and expertise and it is this type of education that has the highest growth potential.

BENEFITS OF BECOMING A MEMBER Professionals are invited to become a member of this network and create a full profile page to showcase their business and services. These profiles are seen by the top medical organizations in the country whose websites have millions of visitors per year. Some of the growing list of organizations that use the MFN are the Arthritis Foundation, American Breast Cancer Foundation, Alzheimer’s Research & Prevention Foundation, MS Fitness Challenge, Osteoporosis Foundation and PHIT America.

Other member opportunities include free educational webinars, large discounts on certifications and continuing education from over 50 companies, social media spotlights and access to a national continued education calendar of conferences and workshops.

HOW TO BECOME A MEMBER The MFN project is volunteer-driven and supported by the professional member dues. Professionals pay $99/year and facilities pay $199/year to join the network and promote their services. All monies from dues are invested back into the network for growth and the services and resources it provides to the medical and health organization it supports.

To learn more about MFN go to www.medicalfitnessnetwork.org/about or if you are a professional who would like to join the network go to www.medicalfitnessnetwork.org/welcome.

PFP offers a 50% discount on a year membership with code: PFP49

H O T

COMPANIES

2016

THE MESSAGE Website: www.cassandraforsythe.com | Facebook: /cassandraforsythe | Twitter/Instagram/Periscope: @cassforsythe

Cassandra Forsythe has mastered the art of sharing her message as a nationally recognized industry speaker, best-selling author (The New Rules of Lifting for Women and Perfect Body Diet), sought-after media expert (including Men’s Health, Women’s Health & NBC), educator (assistant professor in the Physical Education and Exercise Science Department at Central Connecticut State University) and active advisory board member of several reputable organizations (Girls Gone Strong, Women’s Health Magazine, The PTDC, Precision Nutrition and Livestrong.com).

Here’s how Cassandra shares her message to lead and inspire…

My ideal client is any person who is looking for help with their fitness or nutrition. I do prefer to work with females over men as I do feel like I can relate to them more easily (commiserate about PMS symptoms and understand the way her body feels and looks).

My message is for all people to find their strongest versions of themselves. Mentally and physically.

If I had only one way to share my message it would be speaking to people in person. I am a very experienced public speaker and connect very well with people face-to-face.

Successful messaging is by speaking to people in person. Being with them in the flesh.

People follow me because I have been walking-the-walk and talking-the-talk for over 15 years and am very relatable. I keep it real.

FORSYTHE

CONTACT INFO: COMPANY: Lebert Fitness

WEBSITE:

www.LebertFitness.com

PHONE:

905.812.0555

L

Lebert Fitness® is a world leader in innovative bodyweight training and functional fitness tools specializing in the development of high performance workout equipment and education systems. Established in 2007, Lebert Fitness set off with the goal of creating safe, portable and functional workout tools that promote the use of bodyweight training as an effective mode of physical fitness. Since its establishment, Lebert Fitness has launched four products available in a variety of colors and sizes.

Created and developed by international presenter and recognized athlete Marc Lebert, the Lebert Equalizer®, Lebert Buddy System™ and the Lebert Stretch Strap™ are utilized by fitness clubs, professional sports teams, personal trainers, boot camps and more.

The Lebert Equalizer Total Body Strengthener was the original product idea that launched the company and tools that followed. It was created with the purpose of allowing users a portable, versatile and compact way of doing push-ups, pull-ups and dips without allocating a large amount of space or money for a machine. Since its creation, the Lebert Equalizers have literally grown from being offered in three vibrant colors (lime, yellow and pink) to a black style that is three inches taller than the original, becoming the Lebert Fitness staple product.

Two additional products were later hatched from the mind of Marc Lebert and developed through the company, each working on building resistance, strength and flexibility. The Lebert Buddy System and the Lebert Stretch Strap continue to follow the success of the Lebert Equalizers in body weight resistance training.

The Lebert Buddy System is a tandem resistance-training product that uses instant and variable tension, and bilateral and unilateral movements to result in an integrative training experience. The Lebert Stretch Strap is a stretching tool that was designed to enhance users abilities to stretch and increase flexibility.

The latest Lebert Fitness functional tool is the Lebert SRT™ (Spring Resistance Training) Barbell that uses spring technology to take regular barbell exercising to another level. The Lebert SRT Barbell is featured in high-energy group fitness classes that work to enhance each movement and incorporate each muscle.

Lebert Fitness hosts its own comprehensive and innovative education program known as Lebert Training Systems™, that specialize in the development of high performance workout programs for Group X classes and boot camps. Training and development of these courses are provided to fitness professionals through a variety of courses and trainer summits offered, allowing professionals to conduct successful personal training, small group training and group fitness classes. Lebert Fitness is committed to superior education and the continued development of quality, innovative products that deliver results and value to the lives of their customers.

Lebert Fitness® is committed to delivering quality, innovative functional and cost effective workout tools that deliver results. They have reached over 40 countries globally and support all of our product with quality fitness education.

They continue to work on the development of safe, innovative and fun products that will promote the benefits of bodyweight training and functional workouts.

H O T

COMPANIES

2016

NEW ON THE MARKET The latest trends in fitness equipment

X3S BENCH The X3S Bench is a new functional core training product from The Abs Company. It trains your quads, glutes and hamstrings, as well as your core with one simple compound movement.

The X3S Bench can also challenge any fitness level with the use of dumbbells or weighted balls for a total body workout. www.theabscompany.com

LEBERT EQUALIZER XL PROFILE The Frank Medrano Signature Series Chrome Lebert Equalizer XL by Lebert Fitness has been recently released. The Lebert Equalizer XL is simple, portable and versatile and three inches taller than the original. Lebert Equalizers work your arms, chest, back and core muscles all while using your bodyweight as resistance. www.lebertfitness.com

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Lindsay's Review: OPTP Posture Brick The newest addition to OPTP’s trusted line of fitness and therapy products is the Posture Brick. This versatile brick can be used for yoga and Pilates, as well as for therapy and rehabilitation. With more consumer awareness than ever of the importance of posture and body positioning, especially for chronic pain, professionals having access to the right tools to maximize experience and results is critical. The high-quality, versatile Posture Block is a staple addition to your equipment repertoire. www.OPTP.com

DEEP TISSUE ROLLER

MIO FUSE

This 18� roller has a molded plastic core to maintain its shape and is covered by a thick rubber-foam smooth and rounded deep-dimple surface that speeds circulation and loosens tight, knotted muscles. This roller provides more aggressive pinpoint pressure for those larger, thicker muscles with deep muscle tension, knotting, adhesions and trigger points. www.SPRI.com

Mio FUSE is a waterproof wrist-based heart rate, sleep and activity tracker that completely eliminates the need for those bulky and uncomfortable chest straps. It is ANT+ and Bluetooth Smart (4.0), which enables users to monitor their heart rate with EKG-level accuracy, all while tracking calories, steps, distance and pace. The heart rate monitor also works with the Mio GO App to monitor progress over time or analyze individual workout data, and the new Mio PAI (Personal Activity Intelligence) app translates heart rate into a meaningful activity metric. www.mioglobal.com

EVENTS CALENDAR July - October

JULY 2016

Join our Channel

NSCA 2016 National Conference July 6 – 9 l New Orleans, LA www.nsca.com/events

IDEA World Convention July 13 – 17 l Los Angeles, CA www.ideafit.com

Functional Aging Institute Specialist Certification Workshop July 17 l Naples, FL www.functionalaginginstitute.com

AFAA – Personal Fitness Trainer Certification July 23 l Southgate, MI www.afaa.com/workshops

AUGUST 2016 YOGAFIT Trainings August 5 – 6 l Buffalo, NY www.yogafit.com

pfpmedia

Functional Aging Institute Specialist Certification Workshop August 7 l Redding, CA www.functionalaginginstitute.com

AAAI / ISMA One World Conference August 19 l Hyannis, MA www.aaai-ismafitness.com

Fitour: Group Exercise and Personal Training Certification Workshop August 20 – 21 l Springfield, MO www.fitour.com/workshops

SEPTEMBER 2016 AFAA – Personal Fitness Trainer Certification September 25 l New York, NY www.afaa.com/workshops

OCTOBER 2016 Fitour: Group Exercise and Personal Training Certification Workshop October 8 – 9 l Youngstown, OH www.fitour.com/workshops

NSCA Personal Trainers Conference October 14 – 16 l Jacksonville, FL www.nsca.com/events

JUNE 2016 | WWW.FIT-PRO.COM | 29

BE BETTER Phil Kaplan | www.philkaplan.com

Exercise bliss I’ll let you in on a little secret that has been protected by the food manufacturers and the scientists they employ for quite some time. They work to zero-in on the height of pleasure. It’s almost the equivalent of the sustained taste bud orgasm. In the formulating of commercial snack foods, foodstuff sellers seek the sustained dopamine spike. They refer to it as Bliss Point, a condition where sugar and mouth-feel create pleasure without passing the tipping point where nausea or a sense of excess kick in.

You’re aware that dopamine is the “feel good” neurotransmitter, the chemical brain-player that locks people into addiction stimulated by use of dopamine-stimulating compounds such as cocaine. With the right amount of sugar, and the right infusion of hydrogenated fat to affect texture, a food on the tongue can stimulate that same “feel good” spike a mood elevating drug might.

Is it fair to say food scientists work to create addictive behaviors?

Let’s just agree, if you’re in the business of selling cookies or pastries, the more pleasure your customers associate with the ingestion of those cookies and pastries, the more money you make, and isn’t money the measure of business success?

The dopamine spike happens in a region of the brain called the nucleus accumbens. It’s the seat of gambling addiction, sex addiction and virtually any addictive behavior that overrides rational thought. Nothing creates that “I’m on top of the world” feeling more than a dopamine spike.

Here’s the challenge: When the dopamine spike is prompted exogenously (from something unnatural or something outside of the body being sent in) it is followed by a significant dopamine drop. The “feel good’’ is followed by a “feel awful” state which prompts the often-desperate irrational hunt for “more.”

Sugar ingestion is a sure-fire way to create that exogenous dopamine reliance, but there’s good news for your sugar-addicted clients. The cycle is relatively easy to break. Of course, it requires significant shifts in nutrition and typically a few rough days during which your endocrine system adjusts to being “sugar-free,” at least in terms of dietary simple sugars.

The question is, do we want to avoid the dopamine spike? The answer is, of course not! We want to feel good, and we want our families to feel good, and we want our clients to feel good. We want to be purveyors of dopamine spikes, don’t we? The caveat is, we don’t want to offer “feel good” at the expense of health, nor do we want to foster the “feel awful” that comes post-spike.

I have good news. Very good news. There is a way to spike dopamine without the residual drop, in a manner that’s healthy, beneficial, and completely within the scope of both your practice and your moral compass.

When someone learns to do something they enjoy, the nucleus accumbens ups its dopamine output, and because it happens naturally (as opposed to exogenously), there isn’t any significant drop following the experience. Dopamine simply rises. If you love swimming, and

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people wonder how and why you swim endless laps in a swimming pool, you now have an answer. Dopamine spike. With each stroke if you’re trying to improve, if you’re integrating body and mind in a learning experience, mind and body both enjoy the benefits.

Love learning guitar? Dopamine spike. Riding horses? Running distance?

Mountain biking? Dopamine spike, dopamine spike, dopamine spike.

So perhaps now we understand why we, the fitness minded, find it so easy to remain committed to our activities while our clients seem to struggle. We have healthy dopamine spikes connecting our brains and bodies to the activities we love.

What if we could simulate the Bliss Point concept with exercise?

Here’s a glimpse into how we might…

Inactivity in later years results in the loss of dopamine receptors in the brain, and as the receptor sites diminish, so too does the potential for the dopamine effect. We can conclude that this is not a mandatory effect of aging, but rather the result of a decline in learning, or a reduction in participation in activities connected to passion and a reduced level of physical exertion. If such is the case, finding an exercise passion is not only protective of brain health, it increases the potential for what we might call the exercise-induced Bliss Point.

So Rule #1, find an exercise your clients can enjoy. Repetitive movement from pulldown machine to pec deck isn’t likely to stimulate passion, but playful functional movement where a component of fun joins with a need for motor-skill learning can have profound impact upon activity of the nucleus accumbens.

All-out bursts that tap the anaerobic threshold followed by active recovery periods creates an endorphin effect increasing serotonin and dopamine production followed, not by a rapid decline, but by a pleasurable gradual return to relaxation. That would make Rule #2, find a peak or two in intensity, of course with consideration of the client’s conditioning and capacity.

Rule #3, more muscle contraction in less time. Allowing the dopamine spike to coincide with physical activation of the parasympathetic system (recovery) allows levels to return to “normal” rather than the post-exercise drop associated with exhaustive activity.

I’m not suggesting we addict our clients to exercise, as addiction is considered an uncontrolled compulsion toward something with a potential for harm. I am, however, suggesting that if we live in a world where snack foods are used as tools to drive compulsion, where people are driven through misuse of science to pursue 170 pounds of sugar per person per year (yes, you read that correctly) as type 2 diabetes skyrockets, our balls, bands and exercise toys can be tools to create a new state of bliss, one that leads to a better quality of life far into the future . . . and not only do we transform bodies, but we do so with the immense potential to feel good by making our clients feel good, and it doesn’t get better than that!

Phil Kaplan provides resources for consumers and fitness professionals alike.

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

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