Personal Fitness Professional Summer 2017

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SUMMER 2017 WWW.FIT-PRO.COM

HELPING YOU PROSPER AS A FITNESS PROFESSIONAL

CAPTURE YOUR NEXT-LEVEL OPPORTUNITIES JOURNEY TO SUCCESS Stephen Holt:

A leader listening for opportunity

HEART RATE TRAINING

methodology revisited

GROWING OPPORTUNITIES in post-rehab fitness



WHO WILL

BE NEXT? Jill Rooks

AUGUST

JUNE - Carolyn Hancox-Barr

JANUARY - Brad Tillery

The Energy Lab Redlands, CA www.energylabfitness.com

MAY - Terri Fox

SEPTEMBER

JULY

APRIL - Joe Drake

OCTOBER

Ralph Roberts Ralph Roberts Training Amarillo, TX www.ralphrobertspersonaltrainer.com @ralphrobertscpt

MARCH - Laura Bender

FEBRUARY - Greg Johnson

NOVEMBER

DECEMBER

WIN OVER $11,000 IN PRIZES 1-on-1 High Performance Coaching Program by Fitness Revolution ($6,988 value) PowerBlock U50 Club Set ($795.00 value) AUGUST

1-Year Lease of the BodyMetrix Professional System – Ultrasound Body Composition ($1,895 Value) $500 Power Systems gift certificate

To see the full list of prizes visit www.fit-pro.com/TOTY

APPLY TO BE A 2017 TRAINER OF THE MONTH BY AUGUST 25TH! The 2018 PFP Trainer of the Year will be selected from the 2017 Trainer of the Month winners. Visit www.fit-pro.com/TOTY to apply and for contest details.


PFP ONLINE Visit | www.fit-pro.com VOLUME 19 | ISSUE 3

FEATURES

PRESIDENT

chad griepentrog | chad.g@rbpub.com PUBLISHER

josh vogt | josh@rbpub.com AUDIENCE DEVELOPMENT MANAGER

rachel spahr | rachel@rbpub.com NATIONAL SALES DIRECTOR

josh vogt | josh@rbpub.com EDITOR

lindsay vastola | lindsay@rbpub.com MANAGING EDITOR

How effective is your leadership? 5 tips to inspire those around you. By Sean Greeley

Empower your team Opportunities and obstacles of managing a team. By Mark Nutting

INDUSTRY STATS Employment of fitness trainers and instructors is projected to grow 8 percent from 2014 to 2024, about as fast as the average for all occupations. Participation in yoga and Pilates is expected to continue to increase, driven partly by older adults who want low-impact forms of exercise and relief from arthritis and other ailments.

OUR ONLINE COLUMNISTS

Exercise of the Week

Career Builder

EXTRA Editor’s Top 10 Entrepreneur by Jim White

10 group training tips from the trenches By Lindsay Vastola

SOCIAL MEDIA pfpmedia Social Media Strategy by Scott Rawcliffe

pfpmedia pfpmedia pfpmedia

Statistics

Business of Group X by Alyette Keldie | WWW.FIT-PRO.COM | SUMMER 2017

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

by Brandi Binkley

– Bureau of Labor &

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VIDEO

mike beacom | mike@rbpub.com CREATIVE DIRECTOR

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

kelli calabrese, fabio comana, ryan ketchum, andrea leonard, aron shaw FEATURED COLUMNISTS

shannon fable, brian grasso, melissa knowles, robert linkul, pat rigsby RB Publishing Inc. P.O. Box 259098 Madison WI 53725-9098 Tel: 608.241.8777 Fax: 608.241.8666 Email: rbpub@rbpub.com Print Subscription Information Subscriptions are free to qualified recipients: $36 per year to all others in the United States. Subscriptions rate for Canada or Mexico is $60 per year, and for elsewhere outside the United States is $80. Back-issue rate is $5. Send subscriptions to: By mail: PFP, P.O. Box 259098 Madison WI 53725-9098 Tel: 608.241.8777 E-mail: rbpub@rbpub.com Fax: 608.241.8666 Website: www.fit-pro.com Digital Print Subscription Information Digital Subscriptions to PFP are free to qualified recipients and may be ordered at www.fit-pro.com/subscribe. Reprints For high-quality reprints, please contact our exclusive reprint provider. ReprintPros, 949.702.5390, www.ReprintPros.com. All material in this magazine is copyrighted © 2017 by RB Publishing Inc. All rights reserved. Nothing may be reproduced in whole or in part without written permission from the publisher. Any correspondence sent to PFP, RB Publishing Inc. or its staff becomes property of RB Publishing Inc. The articles in this magazine represent the views of the authors and not those of RB Publishing Inc. or PFP. RB Publishing Inc. and/or PFP expressly disclaim any liability for the products or services sold or otherwise endorsed by advertisers or authors included in this magazine. PFP is published five times per year Winter (February), Spring (April), Summer (July), Fall (October) and Solutions Guide (November) PFP (ISSN 1523-780X) [Volume 19, Issue 3] Published by RB Publishing Inc. 2901 International Lane, Suite 100 Madison WI 53704-3128, Tel: 608.241.8777 Periodicals postage paid at Madison WI and additional offices. Postmaster: Send address changes to: PFP | P.O. Box 259098 | Madison WI 53725-9098.


LETTER FROM THE EDITOR

FOLLOW TOTY

Lindsay Vastola | lindsay@rbpub.com

Jim White | www.jimwhitefit.com

Your career through a red, plastic toy Remember the red plastic ViewMaster we had as kids? You would insert a paper disc into the back slot, bring the hard plastic to your eyes, and pull down the yellow lever to see a 3D view of landmarks around the world, cities you dreamed of visiting and colorful landscapes. But if you were like me, once you went through all the pictures on a disc a few times, the excitement wore-off. The pictures were predictable and the element of surprise was lost. It was only when you got a new disc did the ViewMaster become exciting again. I have a feeling many fitness professionals at some point begin to feel the same way about their career. We take on something exciting, maybe work at a new place, get a specialty certification for a niche population or training modality, or launch a new product or service. For a period, it’s new and motivating. But after doing the same thing for a while, we begin to feel a lack of challenge; it doesn’t give us the same excitement as it once did. Perhaps one of the reasons why many in our profession are not maximizing their potential is not due to lack of passion, knowledge, or willingness to try new things. Rather, like the ViewMaster, we’ve limited our view to what is right in front of our eyes, not seeing what exists beyond the tiny picture. In our own careers, perhaps we’re just seeing the obvious options for us rather than seeking out the bigger and less obvious opportunities. Our vision with this issue is to give you a “new picture disc,” to excite you again about possibilities and a new scope of opportunities that exist to maximize your career as a fitness professional. Here are a few highlights: } Fabio Comana tells us of the opportunity to integrate more effective heart rate training methods for more meaningful results for your clients. } There is a growing need to bridge the gap between physical and occupational therapists and fitness professionals; Aaron Shaw gives us a step-by-step guide to capitalize on the opportunity. } You’ll find in our columns, web features and Journey to Success feature with industry veteran Stephen Holt, that opportunities for fitness professionals exist virtually everywhere, even in the least obvious places; we just need to be looking. What if we looked through a ViewMaster and saw not just the picture in front of us, but imagined the possibilities beyond what we see? This would make even the picture discs we’ve seen a hundred times feel more exciting. Try looking at the vision of your career in the same way. Opportunity won’t always present itself before our eyes; we may need to broaden our vision and seek opportunities in the less obvious places. I hope you enjoy this issue! Lindsay

P.S. You still have time to apply for the 2018 PFP Trainer of the Year award! Apply online at www.fit-pro.com!

Out-of-the-gym opportunities for your career Our 2017 PFP Trainer of the Year, Jim White, sheds light on untapped opportunities for passionate fitness professionals.

What career-boosting opportunities can fitness professionals take advantage of right now? Whether earning income from blog sponsorship, product reviews, selling online fitness programs or creating a mass following on social media, online is where the industry will continue to grow. Another opportunity is expanding into nutrition. Increasingly, trainers are going back to school to become registered dietitians/nutritionists. By adding a nutrition degree to your fitness resume, you become a double force in the industry. Merging these two professions is the perfect marriage and opens huge doors of opportunity. You have several successful revenue streams in your business. What are the top 2-3 that are working best for you right now, and why do you think they are succeeding? Corporate wellness is on the rise. Employers are putting their employees first and putting dollars toward their health. More companies are hiring personal trainers to conduct fitness boot camps, lunch-and-learns and even to put together fitness events. We have corporate clients all throughout the east coast and expanding rapidly. It is an untapped market that is only improving as insurance premiums are rising. Being a spokesperson for companies can be a great additional revenue generator. Whether it’s teaming-up to help raise awareness for a food company, promoting a brand of athletic wear or speaking on behalf of a fitness product, it can be a great way to get your name out while representing a brand you are passionate about. What areas are you currently looking to expand your business/career? Currently we are working on licensing out our studios to potential trainers and interested business owners to extend our reach to larger markets. We are also looking to grow our medical nutrition therapy practice. We plan on opening five new medical offices over the next five years. SUMMER 2017 | WWW.FIT-PRO.COM | 5


CONTENTS

SUMMER 2017

Capture your next-level opportunities

FEATURES

OTHER Columns 08 Mindset & Motivation More than motivation By Brian Grasso

09 Leadership

Ask yourself the better question By Shannon Fable

10 Best Practices

10 mistakes that could be hurting your business By Melissa Knowles

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Stephen Holt: A leader listening for opportunity

10 Career Accelerator We fail to deliver By Robert Linkul

30 Ideal Business

Step past the seven obstacles limiting your success By Pat Rigsby

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Bridging the gap between therapists and personal trainers

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Unleash your business’s potential

Opportunities in post-rehab fitness

Essentials for your fitness business beyond industry trends

Aaron Shaw

Ryan Ketchum

Departments 05 Letter from the Editor Your career through a ViewMaster

23 The Message Lisa Druxman

24 Education Trends

Educate parents about safe and effective training for young athletes By Andrea Leonard

28 New on the Market

20

Increase your heart rate (knowledge)

The need for deeper understanding and application of heart rate training Fabio Comana

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Is your business thriving? Or just surviving?

Diversify your fitness business to be in the top 15% Kelli Calabrese

29 Events Calendar



MINDSET AND MOTIVATION Brian J. Grasso | www.BrianandCarrie.live

More than motivation “Until you make the unconscious conscious, it will direct your life and you will call it fate.” This quote from Carl Jung is a gamechanger if you just pause to give it some reflection. Fifteen years ago I was angry, frustrated, jealous and jaded. Mostly, I was terribly sad. Sad because I had tried absolutely everything you were supposed to do to become a successful fitness professional. I followed the goal-setting experts. Listened to the success gurus. And did the work that the ‘hustle’ authorities claim is required. None of it worked for me. In disbelief that I would ever achieve my goals and exhausted from trying to make it happen, I started believing that I was broken. While my friends and colleagues were crushing it and on the cusp of even greater heights, I was bound for mediocrity. That was my fate… until I started making my unconscious conscious. Success – so I came to realize – isn’t about working to become successful, so much as releasing yourself from the reasons you’re not. I had a “story” in my unconscious and without realizing it, that story played on repeat. All day. Every day. It was the cause and source of something we know very well: self-sabotage. We live in such a testosterone-heavy culture (and industry) that is forever telling us to just ‘kick the door down,’ ‘get after it,’ ‘be relentless,’ and ‘kill it.’ But that stuff never worked for me and I’ll bet it doesn’t work for you sustainably, either. The “gentle way” is often confused for being less effective, maybe because it lacks the dramatics of the motivational messages we get bombarded with. But it is the only way that creates lasting change. You have an unconscious story that is speaking to you at every moment of every day that you usually don’t pay attention to. But it controls your life. Take a moment to think that all through. You may resonate with my story in this industry. Now, think about your clients. The ones who self-sabotage all the time. Who can’t ever seem to take consistent steps forward, are full of excuses or don’t always take your advice. Remember that shaming them, growing frustrated with them, firing them, or assuming they’re lazy isn’t ever going to help or be the right answer. Because, like you, they have a story. An unconscious dialogue that plays on repeat and keeps them stuck. Fitness professionals must evolve and come to realize that mindset is much more than just motivation. For 20 years, Brian J. Grasso has been considered a revolutionary force within the fitness industry. In 2002, he founded the International Youth Conditioning Association and Athletic Revolution. In 2011, he created the Mindset Performance Institute. Brian has traveled the world as a guest lecturer and Performance Coach for elite level athletes of various sports.

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LEADERSHIP Shannon Fable | www.shannonfable.com

Ask yourself the better question As a business consultant for fitness professionals, I love the question, “What’s next?” It drives professionals to seek advice, consider their options and plan for the future. The root of this question is about professionals seeking continual growth. But, when asked the question, you might be surprised of my typical response. To help someone find the answer, I don’t start with a deep analysis of what they are currently doing or with consideration of their specialty. Instead, I turn back and ask the question, “Why now?” “Why now?” is the perfect question to get to the root cause of the desire for change. It compels a professional to stop and carefully consider what they want; this becomes an important part of charting the course for the next waypoint. Are you bored? Do you need more money? These two reasons might not necessitate significant changes, but rather require you to revisit what you’re currently doing and how you’re doing it with new skills, products or offerings. If what you’re looking for is a bigger platform to do your best work, this is usually the best reason for jumping in and taking greater risk. Once you take that risk, taking advantage of bold new opportunities then requires a plan. To get where you’ve never been, you must do what you’ve never done. Finding a new level of productivity to work the plan and take steps toward your goal is challenging. Aligning your purpose with your passion is the only way to make it happen. Passion can get you started (“I love helping people,” or “I thrive on seeing people change their lives”). When you are excited by your work, it’s natural to evaluate ways to do more of that work and in a bigger way. However, you must begin by knowing who you were put on this earth to serve and the number one benefit you provide. Then, evaluate opportunities that exist and ensure they will help you help your ideal audience with that benefit you give them. If you don’t clearly define who you serve and specifically what you provide them, you may end up pursuing opportunities that appear hot right now. Not everyone needs to open a studio; not everyone needs to go virtual; not everyone needs their own YouTube Channel. Don’t play “follow the leader;” try to find your own way to offer what you do best to those who need it. So, what’s next for you? Ask yourself, “Why now?” and you might start to uncover the best path forward. Shannon Fable is a fitness business and programming consultant who has helped impressive brands such as Anytime Fitness, Schwinn, Power Systems, ACE and BOSU over the last 20 years. As an experienced educator and certified Book Yourself Solid business coach, she helps fitness entrepreneurs navigate the industry and make more money.

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A+

BEST PRACTICES

CAREER ACCELERATOR

Melissa Knowles | www.gymhq.club

Robert Linkul l www.bestrongerfitness.com

10 mistakes that could be hurting your business

We fail to deliver

The starting point for operational improvement is recognizing where a business owner may currently have issues. Here are 10 areas where mistakes are made across a wide variety of fitness businesses. #1: LACK OF CONSISTENT AND ACCURATE FINANCIALS: Timely profit and loss statements ensure that you’re keeping an eye on your margins each month so that adjustments can be made accordingly. It’s common for an owner to overestimate performance and underestimate liabilities. #2: NO BUSINESS REPORT ANALYSIS (MISSING KPI REPORTS): Without knowing your numbers, business analysis and action planning is impossible. #3: PAYING STAFF AS 1099 INDEPENDENT CONTRACTORS: There is no such thing as a “1099 employee.” It’s important to do an analysis of each position from a behavioral, financial and relationship standpoint to determine proper classification. #4: EMPLOYEE MISCLASSIFICATION: Exempt vs. non-exempt status. All job descriptions and pay should be reviewed regularly for compliance. #5: LACK OF HOURS TRACKING AND OVERTIME PAY: Coaches, trainers and fitness instructors are an especially touchy area. It’s common for trainers to be paid by the session and not utilizing a time clock. There have been multiple class action lawsuits concerning trainer pay; track accurate hours. #6: LACK OF WRITTEN POLICIES AND PROCEDURES: Think of the Policy and Procedures Manual and Employee Handbook like the playbook for a business. They lay out expectations for team members, explain the business objectives behind those expectations, and provide the framework for how to carry them out. #7: IMPROPER OR MISSING STATE REGISTRATIONS AND BONDING: Each state has different requirements for business registration. #8: MISSING PROCEDURES FOR CUSTOMER SERVICE: A clear system for dealing with client issues and complaints should be established beyond the terms outlined in the membership or service contract. #9: FAILURE TO TRACK, ANALYZE, AND ACT UPON CUSTOMER ISSUES: Customer service volume through all channels should be measured and root causes for complaints tracked. Cancellations should be categorized by type and data analyzed on a regular basis. #10: FORGETTING ABOUT PAST DUE MEMBERS: Getting members up-to-date is vital for a healthy draft. Set-up a system for follow-up. Mandate that contact information be captured at the point of sale.

Fitness professionals need to eliminate be exceptional at the simple things. We need to collect and interpret initial interview and consultation information, consider physical limitations and movement assessment scores as we begin to create a well-rounded program design specifically geared toward achieving our clients’ goals. We schedule their first workout and teach them proper progressions and cues of each exercise. We perform each step perfectly, like a true professional, and in the most crucial moment in our client-trainer relationship we get complacent. In a moment designed specifically for us to shine, we fail to deliver. I observed a personal trainer working with her older adult male client one day as he was performing a deadlift with a kettlebell. While performing reps he continued to round his upper-back. After two or three reps, she put her hand on his shoulder and verbally said, “keep your chest up” while demonstrating what she wanted him to do. She utilized verbal, visual and physical learning cues, providing the best possible learning opportunity for her client. After cueing, she stepped back, allowing him to continue. He did two more repetitions with good form and started to round his back again. Though she was obviously dissatisfied, she did not correct him a second time. She allowed him to finish his set with poor technique before moving to the next exercise. Trainers do this often, concerned they will appear bossy or demanding to their client; they refuse to recue or even stop their client from performing the movement incorrectly. They don’t want their client to feel unsuccessful, so they let it slide. Failure to correct, regress or modify is an ethical issue we cannot afford to overlook. We know how to reduce or nullify the risk of injury, but complacency often wins out. The fear of annoying the client becomes greater than the threat of injury however, a slightly overtrained client with poor technique will get injured. Injured clients do not renew their training agreements; they don’t refer others and they don’t speak well of their trainer, ultimately doing a great deal of damage. On the contrary, a slightly under-trained client with great technique can train year round and achieve their goals as they proudly sing their trainer’s praise to everyone they encounter. It’s in our professional DNA and genetic make-up as personal trainers to do the basic components of our job description extremely well. The well-being and success of our clients and the reputable growth of our profession greatly depends on it.

Melissa Knowles is Vice President of Gym HQ, providing corporate services including accounting, payroll, HR and customer service for the fitness industry. In more than 14 years of industry experience her expertise includes strategic operations, staff training, cost savings analysis, reporting development and implementation, fitness department overhaul, client retention systems and corporate management.

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Robert Linkul is the NSCA’s 2012 Personal Trainer of the Year, committee chairman of the Personal Trainers Special Interest Group and Career Development columnist for Personal Training Quarterly. He speaks internationally and mentors new personal trainers on business strategies, client retention and professional longevity. Robert owns and operates Be STRONGER Fitness in Sacramento.


PROFILE: FITNESS REVOLUTION Website: www.frnation.com | Phone: 877.814.6302 | Email: support@frnation.com

Fitness Revolution combines the power of business coaching with a unique system to grow your business The fitness industry is rapidly changing and Fitness Revolution recognized the shift a few years ago by listening to their coaching clients and customers. Increasing competition, low barrier to entry for opportunity-seekers and a rapid increase in the mainstream popularity of fitness have made building a successful business in fitness challenging. To remedy this issue Fitness Revolution created the Fitness Business Alignment System™ to combine with their top-rated business coaching programs so that fitness business owners have a complete solution to building a High Performing Fitness Business. What is the Fitness Business Alignment System™? The Fitness Business Alignment System is a business management methodology. It’s like a program design system for building a business that’s easier to run and makes you more money. This system will help you design your business around your needs and wants, guide you in creating the path to build that business and provide you with the tools, systems, resources and coaching to get you there. As a busy business owner, you need a framework and foundation to grow a business that also provides you with autonomy and the ability to maintain your own identity. Using the Fitness Business Alignment System, you’ll discover how to optimize your marketing, maximize your sales, create time-saving systems and pump up your profits. The 3 Stages of Growing Your Business As you develop into a strategic-thinking business owner and implement the Fitness Business Alignment System into your business, you will experience these stages that align with the Fitness Revolution business coaching process. Stage 1: Getting Control of the Chaos The very first thing Fitness Revolution helps you do as a business owner is create some order in the chaos that’s occurring in your business. You’ll identify any major problems, create stability and organize your activities. Stage 2: Build the Machine Once you’ve re-established control in your business it’s time to go to work helping you build the foundations for a high-performing business. This is where you’ll start organizing your systems, creating marketing and sales strategies that produce higher ROI and getting your team onboard with your vision.

Stage 3: Run an Aligned Business Eventually, you’ll start to feel a sense of momentum and you’ll find yourself spending more time on the things you love and less on putting out fires. Your team will be productive and accountable. Business growth will follow a planned strategy and will be predictable. You’re well on your way to achieving your long-term vision. Why Do You Need a Business Coach? A business coach will help you move towards your goals and experience exponential growth in your business. With a business coach, you’ll create a plan to exceed all your goals and make your biggest dreams a reality. A great business coach helps you with your own personal development, not simply implementing a new marketing campaign. It’s impossible to disconnect your personal goals with the goals of the business. A great business coach will ensure that those goals are aligned and help you truly realize why they are important to you. Is Business Coaching Right for You? Every business owner could benefit from a business coach. To figure out if it’s right for you ask the following questions. } Do I have big goals and dreams for myself and my business? } Am I frustrated with my progress or feel like I could move faster? } Do I feel overwhelmed in my business? } Do I have tons of books, products, videos, etc. on business but can’t figure out what to implement next? Or worse, do I never implement any of it? } Am I open to being coached and learning how to be a better business owner? If you answered yes to any of those questions then you’re ready for a business coach. Fitness Revolution has been rated in the top coaching programs in our industry and they’re looking to invite aspiring high performers into their coaching programs. To schedule your complimentary discovery call and find out if this program is right for you email support@frnation.com or call 1-877-814-6302 and let us know you read about this offer in PFP Magazine.


Journey to Success

By Lindsay Vastola

R E D A A LE

y t i n u t r o p p o r listening fo

T L O H N E H STEP

T

here are few fitness professionals who can boast the collection of accolades and accomplishments as can Stephen Holt. But if you know Stephen, you’ll quickly realize that for him, it’s not about boasting at all; in fact, it’s quite the opposite. For the better part of nearly 40 years, Stephen Holt has been committed to serving the fitness industry and his clients at the highest level. Perhaps the most influential catalyst of Stephen’s success was being selected as one of the first fitness experts to offer advice on the

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internet when AllExperts.com was the go-to search engine before Google became what we know today (circa 1992). The exposure as one of the originals at AllExperts.com led to numerous magazine interviews, articles and speaking engagements. Among other accolades, Stephen is the 2003 ACE Personal Trainer of the Year, the AllExperts.com “Expert of the Year” in 1999, and has been a finalist for a personal trainer of the year award 11 times with five different organizations (PFP, ACE, NSCA, Life Fitness and PTontheNet.com). He has been named “Top

Ten Global Personal Trainers to Watch” by Life Fitness and one of the “50 Greatest Trainers in America” by Men’s Fitness. You may have come across a quote or an article featuring Stephen and his work in Shape, Fitness, Women’s Health, Men’s Health, Men’s Fitness, Runners’ World, Family Circle, Woman’s Day, Livestrong.com, Experience Life, Outside, Ebony, Heart & Soul, the Washington Post, here in PFP magazine, or even on television on Nightly News with Brian Williams and The Today Show. Stephen has co-authored several books and ebooks


STEPHEN HOLT CURRENT TITLE: I refer to myself as the Grand Poobah. If you’re in our target demographic, you’ll get the Flintstones reference.

COMPANY: 29 Again Custom Fitness We believe “29 Again” at least hints at who we’re for; who we’re not for, and the results we’ll help you get.

CERTIFICATIONS: CSCS, ACSM, NSCA-CPT, ACECPT, ACE-CES, NASM-PES, PN1 Nutrition Coach

EDUCATION: Duke University

FAVORITE EQUIPMENT: Adjustable cable column

WHAT IS YOUR FAVORITE QUOTE OR SAYING? “Are you in earnest? Seize this very minute– What you can do, or dream you can, begin it, Boldness has genius, power, and magic in it.” - usually credited to Goethe (with some controversy)

CONTACT INFO: www.29AgainFitness.com info@29againfitness.com Twitter - @stephenholt Facebook - /stephenholt

alongside some of the most recognized names in the industry, including Pat Rigsby, J.C. Santana, Dr. Wayne Westcott, Phil Kaplan, Alwyn and Rachel Cosgrove. Stephen has been active in major fitness industry events and national organizations, including IDEA, Club Industry, National Board of Fitness Examiners, Fitness Management Magazine, and as State Director for the National Strength and Conditioning Association (NSCA). Among his proudest achievements was being selected and serving as the first full-time personal trainer in any state to serve

on the Governor’s Council on Physical Fitness (Maryland). As a representative of the Maryland Council on Aging, he has spoken at the Maryland State Fair and at numerous retirement communities. Stephen started in the industry in 1979 while playing football at Duke University on an academic scholarship. A voracious reader and fascinated by how to increase performance, he worked closely with the strength coach to develop strength training programs for his teammates. He graduated with a degree in mechanical engineering and worked

for General Motors but knew he did not want to do that work long-term. He always had his foot in the industry and worked at gyms part-time until he decided to take on the career full-time. When he attained his Certified Strength and Conditioning Specialist (CSCS) credentials in 1991, he began training the people who were primarily hiring personal trainers at the time – the “up-and-comers” and professional upper echelon of the Baltimore area. In the years following, Stephen developed as a trainer, leader and businessperson. He

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was Education Director of the city’s leading fitness center and Personal Training Director at one of the most prestigious country clubs. Through this diverse experience, Stephen saw the enormous opportunity to offer fitness programming in a more approachable, more evidence-based manner than he was seeing in mainstream fitness. So, in 2010, he opened 29 Again Fitness in Timonium, Maryland; a 3,000-square foot facility where he offers custom fitness training programs primarily to women over 40 with a goal to feel like “29 again.” Stephen creates a personalized workout program for each of his clients that they can then perform alongside other clients with guidance and direction from Stephen or one of his staff. Perhaps more than his professional experience, 29 Again Fitness was inspired by his personal experiences in fitness. He describes it in his own words: “The most important lesson I’ve learned over my career has been understanding how priorities can and should change as you age and mature. There’s far more to fitness and exercise than just looking better.

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As a college athlete, I was concerned only with improving athletic performance for my teammates and for myself. As I aged and raised children, I learned to focus less on looks and body composition, and more on quality of life – for me and for my clients.” The need for tailored fitness programs for baby boomers was an opportunity he immediately seized. He realized it was imperative to learn more about pre- and post-rehabilitation in his knowledge-base. Stephen volunteered in the Physical Therapy Department at Union Memorial Hospital and studied beside Michael K. Jones of the American Academy of Health Fitness & Rehab Professionals. He was later certified as one of the first Medical Exercise Specialists. It was this type of forward-thinking and his ability to effectively communicate and educate that earned him the title of “America’s Baby Boomer Fitness Expert.” He continues to rise above the rest and succeed despite increasing competition. Stephen credits his success to working with coaches and mentors he trusts, then heeding their advice. It’s the advice he offers

other fitness professionals along with the importance of joining a mastermind group (this is how he created relationships years ago with so many rising industry leaders). Other advice he gives that made a difference for him is when attending a live event, room with two people you don’t know, go to different presentations when you can and then share the takeaways; always look to connect with other professionals. Stephen’s story of success isn’t about the many opportunities to earn accolades, awards, and recognition; it’s about perseverance and dedication to professionalism and excellence. Stephen has always sought out the greater opportunity, and in doing so, proves that a meaningful, rewarding career in fitness is possible. During the interview for this feature, at one point he stated that he is “more of a listener than a talker.” Stephen Holt, regardless of his impressive list of accolades and accomplishments, is a testament that you don’t have to be the loudest or most talkative to have influence and to create impact; you simply must be the most committed.


PROFILE: HISCOX INSURANCE Website: www.hiscox.com | Phone: 866.955.4895

Hiscox is a small business insurance company that wants to encourage courage in business In its latest campaign, Hiscox Insurance focuses on the positive power of risk-taking to transform the seemingly impossible into something possible. In its execution, Hiscox captures courageous and inspiring stories from its customers who overcame seemingly impossible challenges to start their businesses or keep them going strong. Coss Marte is one of the customers featured who went from an overweight inmate to owning his own fitness training business. He now employs ex-cons to help train more than 400 clients. Tailored insurance for personal trainers Personal trainer insurance is critical if you are a credentialed personal trainer. You can be sued – even if you have done nothing wrong. Personal trainers can be sued for injuries sustained during workouts, chronic pain experienced after fitness training, or even bodily damage that occurs during training through no fault of your own. Your best solution is to protect yourself with personal trainer insurance. What kind of liability insurance is best for you? The coverage that is best for you depends on the details of your business. Many Hiscox customers optimize their personal trainer insurance by choosing both professional liability insurance and general liability insurance policies. To assure that you get the best coverage for your business, see the examples below. Professional liability insurance Sometimes called errors and omissions insurance (E&O insurance), professional liability insurance is for claims against businesses that provide professional and personal services – for businesses like yours. Also known as malpractice insurance for personal trainers, professional liability protects personal trainers if they are sued for making a mistake. It’s important to note that you can be sued for malpractice whether you actually made a mistake or not, and such a lawsuit can arise months or years after the event allegedly took place. General liability insurance Sometimes called commercial general liability (CGL), general liability insurance is personal trainer insurance that protects your business from another person or business’s claims of bodily injury, associated medical costs and damage to property. Why Hiscox? } Flexible payment options: Hiscox offers you the option of making monthly payments (with no fees) to help you manage your cash flow. } Tailored insurance: insurance custom tailored to meet your needs and save you money.

}

}

}

Claims responsiveness: When a covered claim is reported, Hiscox will immediately defend you even if the claim has no basis and, if necessary, appoint an attorney. Worldwide coverage: Hiscox protects you for work done by your business anywhere in the world, as long as the covered claim is filed in the United States, a U.S. territory or Canada. Trust us: Hiscox maintains a 97% customer satisfaction ranking, and we’re rated ‘A’ (Excellent) by A.M. Best.

By simplifying the process and providing you with the ability to buy directly from Hiscox, you’re offered great value coverage for your small business. Buy online at Hiscox.com or call a licensed agent at 1-866-955-4895. You’ll only pay for what you need. No more, no less.


Aaron Shaw

BRIDGING THE GAP BETWEEN THERAPISTS AND PERSONAL TRAINERS Opportunities in post-rehab fitness

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f you want to grow your business, the current healthcare crisis in the United States presents a great opportunity for personal trainers. The ever-diminishing levels of health insurance benefits are leading to an earlier discharge of patients from hospitals and physical therapy clinics. Patients are left with additional work to be done but a lack of information and direction. By networking with physical therapists and occupational therapists, personal trainers could be in a great position to take advantage of these opportunities.

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Smart trainers seeking to build these relationships will need to understand the different roles and skills of physical therapists (PT), occupational therapists (OT) and personal trainers. PTs and OTs help people return to meaningful activity after an injury or illness. Reducing pain, restoring mobility, teaching people how to prevent re-injury and manage their condition are all goals of therapy. PTs and OTs use hands-on manual techniques to assess and improve joint and tissue mobility. Therapeutic exercise is used to progressively regain muscle

and ligament strength for daily activity and athletic performance. Becoming a PT requires the completion of a three-year post baccalaureate program culminating in the doctor of physical therapy degree. PTs should be considered experts in the examination, evaluation diagnosis and treatment of physical impairment and functional limitations of clients. Becoming an OT requires a master’s degree. OTs tend to focus on helping patients address everyday tasks. Importantly, PTs have the training, skills and experience to evaluate and diagnose a


specific injury. Like personal trainers, PTs and OTs are musculoskeletal experts who work with people who want to change their body. According to the National Strength and Conditioning Association (NSCA), personal trainers use an individualized approach to assess, educate and train clients on their health and fitness needs. Personal trainers are experts in movement, exercise selection and coaching to improve fitness. Like PTs and OTs, trainers develop safe and effective exercise programs to achieve their client’s goals. Despite working with clients who have similar ambitions, there is a divide between physical rehabilitation and personal training. After spending months rehabilitating a client after a back surgery or a broken ankle, the physical therapist may be hesitant to send the client into the hands of a trainer they have never met. How well does the trainer understand the ankle after a break or the spine after a partial fusion? Can

the trainer coach the client through episodes of good versus bad pain? Will the trainer push them too hard, or not hard enough? Does the trainer have the relationship to be comfortable reaching out to the PT or OT to ask questions? The following case study illustrates the business opportunity for the personal trainer: Richard is a 64-year-old who, after recently retiring from a career in the outdoor retail industry, fell while rock climbing and tore his rotator cuff. Before his injury Richard went to the gym three times a week for strength training and yoga classes. After surgical repair and 10 weeks of rehabilitation he was ready to transition to modified exercises in the gym. Richard had never worked one-on-one with a trainer but after his experience in occupational therapy he was very interested in ongoing guidance on his exercise technique and progression. His occupational therapist connected him with a personal trainer that not only expressed an interest in seeing clients post-injury, but also has experience with active older adults. This and similar situations are being played out daily in physical and occupational therapy clinics all over the country. Even previously active people could use the expertise of a personal trainer to get back into a lunge or yoga pose with proper technique after injury. If you want to add these clients and referral sources to your business you need start by setting yourself apart. The first step in developing a steady stream of referrals from physical and occupational therapists is to Google yourself and double-check your social media footprint. It’s a sign of the times; you are only as good as Google says you are and it will likely be the first thing a therapist or potential client checks. Trainers who post a few success stories, exercise videos or nutrition content are easier referrals for therapists to make. We know that people refer to others who they know, like and trust. Does your local physical therapist know you and your skillset? Do you know the occupational and physical therapists within a 10-mile radius of where you work? Use websites and social media to see their specialties. Have they written blog posts, published research or have a YouTube channel? The more you learn about them, the more you can position yourself to connect on a common exercise technique or areas of interest. Do you both have experience with athletes in throwing sports, older adults with arthritis, or people who need to lose weight before knee replacement surgery? A personal trainer who is active in local and nationally-accredited organizations such as the NSCA or American College of Sports Medi-

cine should take advantage of membership and keep up on health and fitness research. Along with a sound understanding of anatomy and muscle physiology, keeping current on strength and conditioning science will help demonstrate your expertise. Unlike most PTs and OTs, personal trainers have the skill to progress exercise routines far beyond the clinical, post-injury setting. Personal trainers aren’t expected to know rehabilitation protocols or some of the longterm effects of injuries, surgeries or medical conditions. If you see a client after being discharged from therapy ask to talk with the therapist to help define realistic expectations for training. Simply having this conversation will set you apart from most of your competition. Both personal trainers and PTs/OTs are looking to keep business coming in the door. If you approach a therapist showing interest in referring clients to them you will probably get a warm reception and some referrals sent back your way. Make a referral pad for them with your name and logo; that way the therapist has a simple way to refer a client to you and inform you of any exercise precautions. This will help the client build confidence in your abilities even before you meet them. Combining intellectual and business forces with local PTs may be the ultimate boost in accessing this referral pool. Offer to co-lead a talk on exercise after injury or co-write a blog. A client will feel much more comfortable transitioning to your services if they realize you are a connected piece of their health team. Physical and occupational therapists are often the gatekeepers at the end of the healthcare system. Even a small therapy practice will have a dozen or more potential training clients being discharged each month. With some networking and planning a personal trainer can get a steady stream of business from rehabilitation professionals. Connect with your local physical or occupational therapy clinic and show how you are a unique asset to them and their clients.

Aaron

Shaw,

OTR/L,

CHT,

CSCS, is the founder of MoveMend, a Seattle-based clinic specializing in rehabilitation and post-injury personal training. Connect with Aaron at www.MoveMend.info or Aaron@MoveMend.info as he continues to find ways to bring the therapy and the training world together.

SUMMER 2017 | WWW.FIT-PRO.COM | 17


UNLEASH YOUR BUSINESS’S POTENTIAL Essentials for your fitness business beyond industry trends

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very year you see the new trends reports come out from various sources. They tell you what their organization, or the experts they work with, predict will be hot trends in the coming year. Looking back over the last few years it seems that the trends haven’t changed much. You will see wearable technology, group fitness, bodyweight training and high intensity interval training (HIIT) popping up. However, these lists do not give you much insight into the impact, if any, trends will have on your business. Are you likely to shift your training programs to feature bodyweight exercises only because it is a hot trend? Doubtful. Instead of focusing on trends, let’s look at where our industry is headed and how that impacts you and your business. Make customer service centerstage Few business owners would admit that their customer service or customer experience is lacking. In fact, most will tell you the exact opposite, even if it is not true. As technology allows you to grow and automate aspects of your business it is important to keep the client ex-

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perience front and center as you decide which technology to use. Recent surveys conducted by American Express have shown that 78% of consumers have ended a transaction or not made their intended purchase because of a poor experience. On the other hand, customers have reported a willingness to pay more for great service. Use technology and automation to make the experience better for your clients, not just easier on you as the business owner. There is still a huge need for personal interaction and the helpful hand (or voice) of a real client service representative. The difference between mediocre and great service can drastically impact your sales. Integrate technology The collection of data and personal information is exponentially increasing. This data can be incredibly useful for business owners and it is extremely beneficial to be able to track information relevant to your clients’ success like steps, heart rate, sleep and nutrition. There is a rapid increase in the use of heart rate monitoring during training sessions, the use of heart rate variability to monitor recovery and

Ryan Ketchum

using wearable technology to monitor clients’ activity outside of their sessions. Unfortunately, there are very few places that keep all this data in once place and give you the ability to filter it so you are getting the most relevant data. For now, these technologies will give you an advantage over your competition, but if you want to stay ahead you’re going to have to find ways to get all that data into one place, make it easily accessible and use it to improve your clients’ results. Evolve from technician to manager to business owner If you’ve read the book E-myth by Michael Gerber, you may be familiar with the stages of a small business; more specifically, the progression of a business owner’s roles. As the fitness industry continues to grow and evolve, we will likely see it transform and adapt by the driving force of new fitness business owners. The flood of new fitness studios, boot camps, cross-training facilities and group training franchises is quickly saturating the market. Combine this with consumers who have access to more information than ever about fit-


ness and nutrition and you have an industry that is at a tipping point. A quality trainer transitioning to a business owner, to learning how to manage people, to becoming a high-level business owner will need to ramp-up quickly to succeed, especially those who are newer to the industry. It will continue to be tougher to build a sustainable business by just being great at delivering a good training service. Fitness professionals need to learn to market, sell, and manage business finances and operations at a high level. The high-performing business owners will be the ones who thrive in a highly competitive market while those who don’t develop these skills will struggle to survive. Now is the time to focus on your growth as a business owner, not only a trainer. Create careers Fitness professionals are, perhaps more than ever, looking for career opportunities, not simply a job. The primary reason many fitness professionals leave their jobs to start their own business is because of the lack of career opportunities offered, even if starting a business was not what they envisioned when they entered

the industry. They feel stuck in the positions they are in and see no other choice but to start their own business. This is great for the entrepreneurial fitness professional, however for the passionate fitness professional that would prefer to focus on their development as a coach and trainer it can be a curse. As more fitness business owners shift their focus and create thriving fitness businesses, more career opportunities will begin to emerge. The most successful, highest-performing fitness businesses will focus on career development for their staff. Clients will benefit by an increased level of service and professionalism by well-trained staff members. Keeping your staff and providing them a career path doing what they love will benefit your business. Longer-term team members usually produce better results and it is far less expensive to retain a great staff member than to have to replace them. It’s a win for you to start creating careers, not jobs, for your team.

important that you stay focused on the long game. Use strategic planning to set your longterm vision, establish short- and long-term goals and create plans that will help you accomplish your vision. The fitness business owners who choose this path will be able to adapt and pivot regardless of trends, challenges, and opportunities they encounter.

Ryan

Ketchum,

executive

director and co-owner of Fitness Revolution, helps frustrated fitness business owners create breakthroughs in their business with strategic planning and innovative marketing techniques. Whether coaching fitness professionals through business challenges or creating content to help them improve their marketing, the Fitness Revolution team is dedicated to helping fitness professionals turn their passion into profits by helping them build high-performing business-

Play the long game If you want your fitness business to thrive, it is

es. Check out Fitness Revolution’s free resources at www.frnation.com.

SUMMER 2017 | WWW.FIT-PRO.COM | 19


INCREASE YOUR HEART RATE (KNOWLEDGE)

The need for deeper understanding and application of heart rate training

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espite growing popularity and adoption of programs incorporating heart rate (HR) zone methodology, the fitness industry, in general, appears to lack a solid understanding of the scientific facts and limitations to this programming concept. The goal of this article is to present relevant information so that fitness practitioners can better understand the pros and cons to using HR zones. Maximal heart rate (MHR) Many models utilize a mathematical formula to determine maximal heart rate (MHR) based upon one’s age, assuming all people of the same age have the same MHR - this cannot be further from the truth. Maximal HR is determined primarily by genetics and individualized to each person rather than generalized by a formula – it is influenced by a myriad of events that include: } Age – although humans do witness age-related decreases in MHR, it does not decrease linearly as we get older, nor is it

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one beat per minute (bpm) per year. Data exists to demonstrate how fit individuals can maintain the same MHR for periods of 15-20 years. Unfit individuals however, do show a more linear decrease over time. } Conditioning level – as the cardiopulmonary system adapts to training (predominantly aerobic training), MHR may decrease as maximal cardiac output (Q) is attained by an increase in stroke volume (SV). Cardiac output represents the work capacity of the cardiovascular system (HR x SV), whereas SV represents the volume of blood pumped out of the left ventricle with each beat. } Stress, stimulants, recovery status and blood volume (hydration) can all impact resting, exercising and MHR – as they can vary from day-to-day, so too can a person’s MHR change. While more than 30 different MHR formulas exist, the Fox and Haskell model (220-age) is perhaps the most popular given its simplicity of use, although it also has one of the largest margins of error – this error is estimated to be ap-

proximately 12 bpm (one standard deviation). A takeaway here is that if a MHR formula is to be used (which shouldn’t), consider one with smaller errors (e.g., Tanaka = 208 – {0.7 x age}). Zone methodology Most models incorporate percentiles to distinguish their zones (e.g., 60-70% MHR), selecting values often based on arbitrary ideas, simplicity or mathematical convenience rather than evidence-based science, with some subscribing to an assumption that each zone range optimally evokes some specific metabolic response (e.g., 60-75% MHR = fat-burning zone). Unfortunately, no consistent evidence exists to support the notion that a specific intensity evokes that same adaptation in all people. The truth is that our metabolism is as unique as our fingerprint and is influenced by gender (women typically burn more fat than men at rest and at sub-maximal intensities), hormonal levels (e.g., estrogen, human growth hormone), diet (very influential – high fat diets can increase fat utilization), adaptations to exercise specificity (e.g.,


Figure 1:

Figure 1: Error example of the 220-age formula for estimating MHR in a 20-year old }

Fabio Comana high-intensity exercise can promote greater carbohydrate storage and utilization 24-7), genetics (e.g., ectomorphs – tall and slim favor carbohydrates over endomorphs – heavier who favor fats), medications and more. So then, how can we define a zone by some generic range? Here too, we need to understand the limitations to exercising heart rate which is also influenced by many events that include: } Blood volume – a dehydrated body generally decreases blood volume, subsequently increasing HR responses above normal. Does that mean you are rewarded with more points for being dehydrated? } Simulants (e.g., caffeine) – they can activate the sympathetic nervous system which accelerates HR responses above normal. Again, is one rewarded with more points for taking a stimulant? } Stress and lack of recovery – a body not afforded adequate recovery from exercise or life stress may demonstrate elevated HR responses above normal.

Fitness improvements – As mentioned previously, training adaptations lower HR responses due to improved cardiorespiratory efficiency. Attaining pre-set intensity ranges can become more difficult over time (i.e., a person finds it harder to earn zone points due to improved fitness). Why should they be penalized for becoming more fit?

We should therefore ask; If tracking time or attainment in zones is so inconsistent when derived from %MHR, is it really a valid indicator of adherence, progress or improvement? Anaerobic training and heart rate Any time exercise intensity changes, the body’s cardiopulmonary system adapts to meet the new demands, but unfortunately this takes time – anywhere from 30-45 seconds up to several minutes, depending upon the intensity change. The ability of the body to meet current energy demands is known as attaining steadystate (SS), often referred to as getting the ‘second wind.’ It essentially represents HR responses matching work demands. Why do we care about SS-intensity exercise? SS-HR responses during sub-maximal work (i.e., outside of resting HR or MHR) correlate decently with oxygen consumption (VO2), from which calories can be estimated consistently. But, this correlation only applies to SS-HR responses during exercise and not to non-SS exercise. Considering the popularity of many of today’s workouts where work intervals are generally performed for less than three minutes (e.g., HIIT-type training, resistance training sets), they mostly involve non-SS HR response, rather than SSHR responses. Subsequently, the HR response measured does not necessarily reflect the ac-

tual work performed by the body. As proof of concept of this HR-response lag or to demonstrate the non-SS nature of interval-type training, conduct the following simple test: } Perform a SS, light-to-moderate intensity bout of exercise for four minutes while monitoring and recording HR response (by four minutes, your HR should ideally level off, attaining a SS-response). Next, perform an all-out 60-75 second bout of high-intensity exercise before returning to an easy pace to recover. Complete the following tasks: 1. How long did it take for the HR response to start climbing? Had it increased much by 10 seconds? How about at the 30-second mark? In fact, it may still be climbing by the end of the work interval. 2. Monitor HR response during the first 30 seconds of recovery. Did HR continue to climb higher during the early phase of recovery, or did it being to drop immediately following the end of the exercise bout? What this translates to is that HR measured during interval-type training cannot be used to estimate true work performed by the body or calories, given its delayed response time. Therefore it is only a number. But, as a number, it can still hold some value if the same work intensity is performed consistently at lower nonSS HR responses or if HR during the recovery phase decreases more rapidly (i.e., both imply improved cardiopulmonary efficiency). Conclusions We agree that mathematical formulas, especially 220-age, are flawed, as are zones using arbitrarily defined ranges. Aiming to score or

SUMMER 2017 | WWW.FIT-PRO.COM | 21


aggregate time spent in zones based off exercising HR is too inconsistent and influenced by far too many variables unrelated to exercise effort. Additionally, some models fail to adjust their zones to accommodate for training adaptations. Furthermore, during non-SS, interval-type exercise, HR responses do not reflect actual physiological work performed by the body (i.e., time delay), nor do the HR responses accurately estimate calories. Should we discard zone methodology? Absolutely not. Zone methodology offers the potential to systematically compartmentalize adaptions much like we witness in resistance training (i.e., endurance, hypertrophy, strength). However, we need to rely upon more accurate methodologies that impose the appropriate demands upon the body’s systems to evoke the desired adaptations (e.g., fat-burning efficiency, anaerobic capacity). The most logical solution lies with utilizing more individualized zone methodology derived from a person’s unique metabolic markers (i.e., Ventilatory Threshold One – VT1; Ventilatory Threshold Two – VT2) rather than from generic formulas of MHR. } VT1 is a metabolic marker of aerobic efficiency and provides great insight to what

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}

we burn as fuel (e.g., fats, carbohydrates) – aka caloric quality. Relevance here is that it will greatly influence what we burn during SS-exercise and more importantly, what we burn as fuels throughout the day. VT2 is a metabolic marker of anaerobic capacity and provides insight into caloric quantity (i.e., the number of calories which hold relevance in performance and perhaps with weight loss).

The beauty of using individualized zone programs derived from unique metabolic markers is that they can be continuously adjusted as the body undergoes adaptation, providing more realistic means to monitor progress and achievements. Keep in mind however, even with this model, there is no solution for accurately measuring non-SS HR responses; we need to simply accept that inevitable truth. Fortunately, today’s technology and wearable devices are advancing very quickly and it is just a matter of time before the innovators within the fitness industry transition away from MHR-based zone methodology and adopt better models based upon metabolism (Am-

biotex is one innovative tech company who has developed a wearable shirt that measures these metabolic biomarkers). There are large players aggressively researching ways to revamp current methodology to incorporate these metabolic markers and will likely be the catalyst to shift the entire fitness industry forward. If you’re one who thrives on being innovative and evidence-based, perhaps it is time for you to start considering how and when you’ll make the transition to these cutting-edge ideas and applications.

Fabio Comana, M.A., M.S., NASM CPT, CES & PES; NSCACSCS; ACE-CPT & HC; ACSM EP-C; CISSN is an international presenter, media spokesperson and author. He is a faculty instructor at San Diego State University, UC San Diego and NASM, and scientific advisor for Orange Theory Fitness, Core Health and Fitness, Stroops, and Turbostrapp. He is the creator of ACE’s IFT™ model and has worked as a collegiate head coach, strength and conditioning coach, and opened and managed clubs for Club One.


THE MESSAGE Website: www.fit4mom.com | Facebook: /lisa.druxman | Twitter: @LisaDruxman | Linkedin: /lisadruxman

In 2001, Lisa Druxman wanted to find a way to continue her passion as a fitness professional and take care of herself while juggling the challenges of being a new mother. And so was born Stroller Strides where moms could work out with their babies and, perhaps just as important, find support in a community of moms. Over the last 16 years, the nationally recognized Fit4Mom brand boasts over 1,500 locations, offering fitness for all stages of motherhood through their Stroller Strides, Fit4Baby and Body Back programs. Lisa has not simply created a convenient fitness option for moms and received some of the highest accolades and recognition; she has been the catalyst of a powerful movement of empowered moms. Here’s how Lisa shares her message of “helping mothers make strides in fitness, motherhood and life.” My ideal client is a mom who is looking for the “strength in motherhood.” A mom who wants to take care of her own fitness and well-being. For my Stroller Strides clients, she is looking for a way to connect with other moms and fit in time for fitness. For my Body Back clients, they are looking to find the confidence and strength they may have lost in becoming a mom. My message is that moms are a catalyst for change. When moms start to take care of themselves, it is a gift that they give to their children. That gift will have a profound ripple effect. Not only will they be better moms, have more energy, feel happier… they will also be modeling to their children how to take care of themselves. We want moms to show that fitness and healthy eating is a positive part of their lives. If I had only one way to share my message it would be by “word of mom” all day long. There is no better way to spread a message than word of mom. It will carry through social media, classes and blog posts. Successful messaging happens when you are authentically living your message. My tribe knows that I’m in the trenches of motherhood with them and that I practice what I preach. I share the secrets of my success and what I’ve learned from my mistakes. People follow me because I’m real. I speak my truth and share my solution. I don’t just share my highlight reel. I have found solutions for how moms can hold their own well-being sacred. They all know that they should put their oxygen mask on. They’ve been hearing that for decades. I just show them how to do it.

LISA


EDUCATION TRENDS Andrea Leonard | www.thecancerspecialist.com

Educate parents about safe and effective training for young athletes I have been a fitness professional for 25 years, but first, I am a parent of a high school and collegiate athlete. My son and daughter have been playing basketball since they were very young and have endured a multitude of overuse injuries. I have had the opportunity to watch many coaching styles from elementary through collegiate, as well as Amateur Athletic Union (AAU) and private coaching. As a parent, I find myself in a difficult position; if I make a “strong” suggestion to the coach or, prohibit my daughter from participating in the biomechanically incorrect and age/condition inappropriate strength training program, then my daughter will be benched. This is the politics of sport. I have therefore taken it upon myself to educate the team parents and work with the girls, off the court, to improve their balance, flexibility and biomechanics; aspects that are tragically overlooked by many coaches. First, each season should begin with a comprehensive evaluation of muscle balance and range of motion for each athlete. If muscles are not functioning properly, resulting in faulty movement patterns and biomechanics, there will be a much higher prevalence of injury. An athlete’s training program should be designed to meet both short- and long-term goals. The variables include: how long each phase will take, how often will it change, and what specific exercises will be utilized at each phase. According to National Academy of Sports Medicine (NASM), an athlete’s program should first be organized into an annual plan, and then broken down into a monthly plan. Each monthly plan will be broken into weekly plans. This form of training periodization allows for maximal levels of adaptation while minimizing the risk of injury. The first phase of training should be focused on stabilization. Phase two is for developing strength. Phase three will focus on maximal muscle growth (hypertrophy) through high levels of volume with minimal rest periods. Phase four focuses on increasing the load placed upon the tissues of the body and improves recruitment of more motor unites, rate of force production, and motor unit synchronization. Phase five focuses on power and increasing the rate of force production (speed of muscle contraction). You’ll want to educate parents of athletes that, when executed properly, this type of training can prevent the following injuries that are often associated with improper training. This will give a simple overview of the most common injuries and risks to discuss. Foot - Populations that are at a higher risk for these injuries include over ground runners, females, and those with a higher body mass index (BMI). Jumping and running with poor form (biomechanics), overuse, poorly fitted shoes, and eccentric loading are all risk factors for Achilles tendonitis. In addition, cold weather, previous injury, age and male gender may further increase the risk. Knee - One of the most common causes of patellofemoral syndrome and ACL injury is abnormal tracking of the patella (knee cap), that puts undo stress on the patellar cartilage. Abnormal tracking may be the result of lower extremity malalignment, altered muscle activation surrounding the knee musculature, de-

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creased strength of the hip musculature, or any combination. Back - Athletes who suffer one low back injury are significantly more likely to suffer another and may be predisposed to future osteoarthritis and long-term disability. Studies have shown that the most effective exercise programs for decreasing back and improving function include abdominal and core exercises as well as stretching and strengthening exercises. A comprehensive program will help to improve neuromuscular control and flexibility while creating equilibrium between tight/overactive muscles and weak/inhibited muscles. Shoulder - Rotator cuff injuries such as tendonitis, sprains, and ruptures account for approximately 75-80% of shoulder injuries. These injuries affect the shoulder’s ability to facilitate function of the upper extremity in performing tasks that involve reaching forward or overhead. Repetitive overhead motions that are required in many sports can lead to inflammation and irritation and, in turn, cause muscular inefficiency of the rotator cuff muscles. As trainers, we are all looking for new ways to increase and maintain our client base. As a parent, I know that I will spend money on my children; especially if it leads to a full-ride! This presents an amazing opportunity for fitness professionals interested in working with young athletes. For further injury prevention information for youth athletes, read more at www.fit-pro.com.

Andrea Leonard is the President and Founder of the Cancer Exercise Training Institute and a pioneer in the field of exercise oncology. She received her BA from the University of Maryland and has been certified as a Personal Trainer, Corrective Exercise Specialist, Special Populations Expert, and Performance Enhancement Specialist. Since 1996, Andrea has written fourteen books on exercise for cancer survivors, produced countless videos, and has trained thousands of fitness professionals worldwide to become Cancer Exercise Specialists. www.thecancerspecialist.com

Certification and continuing education organizations American Aerobic Assoc. International (AAAI)

www.functionalaginginstitute.com

Exercise ETC

National Federation of Professional Trainers (NFPT)

www.aaai-ismafitness.com www.exerciseetc.com

FitFixNow

www.fitfixnow.com

FiTOUR

www.fitour.com

Functional Aging Institute (FAI)

www.nfpt.com

National Strength and Conditioning Association (NSCA)

www.nsca.com

SCW Fitness Education www.scwfit.com


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IS YOUR BUSINESS THRIVING? OR JUST SURVIVING? Diversify your fitness business to be in the top 15%

Kelli Calabrese

Y

ou may recall studying Maslow’s Hierarchy of Needs in high school or college. It’s a model where motivation is based on deficiency or growth needs. The lowest level of the hierarchy is associated with people looking to survive, meeting needs for food, shelter and clothing. However, it also includes people who are disengaged, just in it for the money, unsatisfied and unexcited. This is where a grand majority of the population lies, at the bottom of the triangle. Unfortunately, many fitness professionals find themselves in survival mode financially where they run out of money even though they remain passionate and engaged in training. The highest level in the model at the top of the pyramid is self-actualization where the person is highly-engaged, asking what they can do for others, inspiring others to do their best, loving their professional responsibility and are highly-motivated. On average, less than 15% of people reach this level. Fitness professionals at this highest-level feel a vital part of the busi-

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ness and industry, feel important, are achievers, and seek continual growth. At this level, fitness professionals not only survive and have security, but master a sense of belonging, feel important and are fully engaged. Professions include doctors, attorneys, and accountants, and today personal trainers could be included in that realm. Ultimately all of these professionals trade time for money and therefore there is a limit to how many they can serve, what they can earn and who they can influence. Trading time for money doing one-on-one or group training is the traditional way fitness professionals earn a living. This makes it very difficult to get ahead if you want freedom of time and money. There is a higher level of actualization that can propel fitness professionals into a new realm of influence and income. It’s a necessity for individual trainers and businesses to have additional streams of income and the options are truly unlimited. When you are deciding what might be a fit as an extension for your fitness business, consid-

er the following. First, what excites you? What could you confidently stand behind that you fully believe would bring massive value to your clients and you would enjoy sharing? If you are not passionate about it, it does not matter how in demand or valuable the product or service will be. It simply will not be successful. What are your clients already purchasing that they can get from you more conveniently, for better value and at a better quality? What product or service is in demand that you can offer that positions you as the go to expert? What is low risk to get started? How do you want to be known? How could a product or service add to the niche you wish to influence? For example, there are specialty offerings specific to yoga, MMA, Crossfit, prenatal and other disciplines that can become a profit center. You also want to look at what is available to you that you can duplicate that is already working for others. Most times it’s not necessary to create anything new. You can you plug into a product or service that is low risk to start where you won’t need inventory, don’t need to create a new web-


site, or take on the costs of customer service, research or distribution. It would be most excellent to join something that is already successful. Some products or services that may connect with you are: weight loss nutrition plans and nutrition systems, home delivered foods, energy products, performance products, youthful aging products, skin care, essential oils, natural hair or cleaning products, workout apparel, workout apps, wearables, muscle pain patches or ointments, spa getaways, 5K races, workout accessories, activity trackers, alkalized water filters, natural sleep aids and more. Think about what you value and where you invest your health dollars. Truly the possibilities are unlimited. If you are techy, consider developing an app. If you are great on camera, consider exercise or educational videos or a monthly subscription to workouts. If you love to cook or create healthy recipes, you might consider cooking classes, a cookbook or subscription-based recipe solution. You don’t necessarily need to start a side hustle from scratch. You can become an affiliate or plug into a local service like food delivery that pays re-

ferral bonuses. You can also become an associate with a networked company that does all of the heavy lifting for you and you simply need to set clients up for success with an account. Additional profit centers are necessary; however they are not magical. They take effort so choose carefully as not to take away from your existing business. Profit centers that are products or services that generate residual income (meaning it retains repeat customers for an extended period of time and you get paid whether you are working at it or not), are great criteria when looking for additional revenue. Look for products or services that will be in demand daily (food, drinks, snacks), weekly (fresh food delivery) or monthly (subscriptions, skin care, vitamins). Relying on your training business alone is risky, especially if you are an independent contractor. Having multiple streams of income will help set yourself up for financial success should you find yourself cutting back on training unexpectedly or intentionally. Fitness professionals often have the advantage of pockets in their schedule to be able to build additional prof-

it centers. When you have an opening in your schedule, that’s a perfect opportunity to share what you have to offer with your tribe. You can do it in-person or virtually through social media. If you have the desire to be a difference maker and to reach that highest level of self-actualization allowing you to live a life of freedom and to give back generously, seek out opportunities that complement your business and give you the opportunity for exponential growth.

Kelli Calabrese is a 31-year industry veteran, serving as a clinical exercise physiologist has managed, owned and operated health clubs, founded a school for fitness professionals, and was a previous editor of PFP. She is a an expert for companies including eDiets, is an executive with Isagenix International and author of Mom & Dadpreneurs: Stories, Strategies & Tips from Super Achievers in Family & Business. www.KelliCalabrese.com

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NEW ON THE MARKET The latest trends in fitness equipment

GRID VIBE TriggerPoint, the leader in muscle recovery products and education, unveiled its new GRID VIBE, a premium vibrating foam roller for muscle relaxation and quick recovery. This new, innovative product combines the company’s patented, multi-density outer GRID pattern, firm EVA foam and a vibrating core to help minimize pain perception and relax tight muscles. The combination of foam rolling and vibration allows users to focus longer on tender areas and ultimately achieve better foam rolling results. www.tptherapy.com

SOFTBELL The new SoftBell Adjustable Dumbbell from Hyperwear leverages a 3-in-1 design and soft weight plates to deliver safe, versatile workouts. The SoftBell system consists of two soft neoprene weight plates that can be used individually or attached to an adjustable, easy-grip reinforced plastic handle to make a dumbbell ranging from 3-20 pounds. SoftBell HyperHIIT is a group fitness program that uses the SoftBell as a heavier single weight, as individual lighter soft plates and as a pair of heavier weights. www.hyperwearsoftbell.com

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Lindsay's Review: Ab-Carver Pro

From the makers of the Perfect Pushup, Perfect Fitness has released their Ab-Carver Pro, an ab rolling wheel with significant improvements of its predecessors. The Ab-Carver Pro is built with a carbon steel spring within the tire-like wheel that offers a more stable movement both on the roll out and roll back in. The wider wheel and comfortable and ergonomic handles make this version of the traditional ab wheel feel far safer and more effective for varying levels of strength and fitness. www.perfectonline.com

POWER SYSTEMS FOAM VAULT BOX The perfect multi-functional training tool for both dynamic movements such as lateral hops, step-ups, plyo jumps and static movements such as split lunges and elevated planks. The solid, compressed foam is covered with black vinyl to eliminate any sharp edges and prevent injuries. This 36” wedge platform is lightweight, durable and portable for indoor/outdoor use. Perfect for functional and circuit training. www.powersystems.com

PLYO360 Get more out of plyometric workouts and push beyond single-plane movement restrictions with the Escape PLYO360. Its octagonal shape is incredibly stable to support multidirectional jump patterns—like forward, backward, sideways, and more. The colorful, soft, durable PLYO360 is ideally sized and shaped for partner and team exercises. With three size options (12”, 18”, 24”) it can connect with Velcro in any combination to create endless exercise possibilities and multiple heights to match user abilities. www.escapefitness.com


EVENTS CALENDAR August - October

AUGUST 2017 Canfitpro World Fitness Expo August 16-20, Toronto, ON www.worldfitnessexpo.com

Integrative Corrective Exercise Instructor Level I-III August 18-20, Orlando, FL www.fitnesseducationseminars.com/seminars

SEPTEMBER 2017 SCW Midwest MANIA September 22-24, Rosemont, IL www.scwfit.com

OCTOBER 2017 Club Industry Show October 4-6, Chicago, IL www.clubindustryshow.com

Integrative Corrective Exercise Instructor Level I October 6-8, Phoenix, AZ www.fitnesseducationseminars.com/seminars

NASM Optima 2017 Conference October 12-14, Scottsdale, AZ www.nasm.org

Cancer Exercise Specialist October 14-15, Springfield, VA www.thecancerspecialist.com/events

One World Conference October 20-22, Baltimore, MD www.aaai-ismafitness.com

Cancer Exercise Specialist October 26-27, Bridgewater, NJ www.thecancerspecialist.com/events

Mega Training October 26-28, Orlando, FL www.netprofitexplosion.com/mega-training

NSCA Personal Trainers Conference October 27-29, Anaheim, CA www.nsca.com/events

SCW D.C. MANIA October 27-29, Reston, VA www.scwfit.com

For a complete listing, or to submit your event, see our online Events Calendar at www.fit-pro.com/events. SUMMER 2017 | WWW.FIT-PRO.COM | 29


YOUR IDEAL BUSINESS Pat Rigsby | www.PatRigsby.com

Step past the seven obstacles limiting your success Do you have a goal that you want to pursue and you’re finding it difficult to take that first step toward making this goal a reality? What is holding you back? What has stopped you from taking those first steps to success? Here are a few of the common obstacles that hold us back from taking action toward our goals: Feeling overwhelmed Remember the Lao Tzu quote, ‘A journey of a thousand miles begins with a single step.’ No matter how large or how small the endeavor, you still must begin with a single action. You don’t have to have it all figured out. Simply take the first step. Fear of ___________. (Fill in the blank) It could be any number of things. Failure, humiliation, loss. Odds are, the fear that you’re experiencing is far worse than the actual reality, if whatever you’re afraid of did actually happen. Most of the time, the fear that’s holding you back is not that big of a deal. The potential discomfort you’d experience is nothing compared to the elation you’d experience from achieving your goal. Unwilling to leave your comfort zone This is just a nicer way of saying you’re being too lazy to reach your goals. You must accept that achieving anything of significance requires work and dedication. Log out of Facebook, quit texting and hop off the couch and make your dreams happen. Comparing yourself with others Your objectives should simply be tied to reaching your own potential. Don’t worry about other people and what they’ve done unless it fuels you to work harder and do more. Otherwise focus on being the best version of you.

If you’re like me, the seven obstacles listed above have stood between my action or inaction; they are all just obstacles designed to separate the successful from the average. The bottom line is this: no matter what your goal is, the best time to start is now. No matter the goal, success is a process and it requires overcoming limiting beliefs and taking action. Maybe your goal is to finally start your business. Perhaps it’s to launch a virtual second location online. Maybe your goal is to get to $500,000 in business revenue or $100,000 in personal income. The key isn’t so much what the goal is, but how you act on it. Once you’ve set your goal, you will set yourself up for greater success if you spend more time thinking about your first steps rather than simply focusing on the big picture. To get to your goal, there are a lot of steps in between and many of those steps might not be as exciting to think about as your ideal destination. Here are a few examples of first steps that will help you start making real progress toward actualizing your goals:  If you want to launch a product, consider setting a filming date and hiring a videographer.  If you want to grow your business by 100 clients this year, start by adding two next week.  If you want to take 100 days off next year, start by scheduling a vacation or at least a long weekend.  If you want to go from a personal income of $40,000/year to $100,000/ year, commit to adding $500 in monthly income over the next 90 days.

Doing more research This is just another way of saying, “You’re too lazy to do the real work.” Things don’t have to be perfect to get started, so the need for endless research before taking action is completely unfounded.

These actions might seem rather small and insignificant – but to get the momentum you need to succeed they are a great way to start. Success isn’t a big leap, it’s the combination of hundreds or even thousands of little steps in succession. But most people don’t recognize this, so they look for the magic bullet. While this isn’t good news if you’re looking for immediate gratification, it’s great news if you’re willing to start stepping because you understand that the magic is in the process and the process begins with that first step. Once you’ve achieved these first small goals, start to increase them. Before you know it, you’ve put a series of steps together and you’re well on your way to achieving your big goal. Before you can run, you need to walk. The most important thing you can do to make your goals a reality is taking that first step.

Not feeling ‘worthy’ enough Not believing that you have enough education, knowledge, skill or experience can stop you before you get started, but the truth is that you can’t gain experience without ‘doing’ and you can’t develop your skill

Pat Rigsby has built over 25 different businesses in the fitness industry from award-winning franchises to certification organizations. He’s helped thousands of fitness entrepreneurs build their ideal business. Visit his website at www.PatRigsby.com.

Thinking things must be perfect Waiting until the situation is perfect is a direct route to inaction because the situation will never be perfect. No matter how well prepared you are, there will always be something unexpected that can try to derail you, so don’t let the need for perfection stand in your way.

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without practice. Most every expert I know felt this way at one point and still proceeded to take action. So should you.

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