Personal Fitness Professional Fall 2019 by MadMen3

SPECIAL INSERT: YOUR 2019 HOT COMPANIES

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SUCCESS POWERED BY STRATEGY

5 REASONS TO RECONSIDER OPENING A GYM SAFELY TRAINING BREAST CANCER PATIENTS MAURICE WILLIAMS: FAITH, SERVICE, VISION

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FEATURES

PRESIDENT

chad griepentrog | chad.g@rbpub.com PUBLISHER

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lindsay vastola | lindsay@rbpub.com MANAGING EDITOR

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

Social media marketing mishaps

Keep it simple

Avoid these 5 habits By Amanda Vogel

5 simple tips for the first-time business owner By Greg McCoy

billy hofacker, chad landers, andrea leonard FEATURED COLUMNISTS

dean carlson, david crump, farel hruska, rick howard, greg justice, melissa knowles

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Business Performance

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Tel: 608.241.8777 E-mail: rbpub@rbpub.com Fax: 608.241.8666 Website: www.PersonalFitnessProfessional.com Digital Print Subscription Information Digital Subscriptions to PFP are free to qualified recipients and may be ordered at www.PersonalFitnessProfessional.com/subscribe. Reprints For high-quality reprints, please contact us at 608.241.8777 All material in this magazine is copyrighted Â©2019 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 21, Issue 4] Published by RB Publishing Inc. 2901 International Lane, Suite 100 Madison WI 53704-3128, Tel: 608.241.8777 Periodicals postage paid at Madison WI and additional offices. Postmaster: Send address changes to: PFP | P.O. Box 259098 | Madison WI 53725-9098.

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Andrea Leonard www.thecancerspecialist.com

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Unexpected turbulence

f a flight from New York to Los Angeles is just one degree off-course and fails to course-correct, the plane would end up about 40 miles into the Pacific… all because of what started as one single degree difference! Interestingly, the majority of flights are off-course upwards of 95% of the time because of their susceptibility to unpredictable winds, constantly changing weather patterns, birds and other obstacles. Even with computer systems and highly sophisticated technology, a plane requires a skilled and attentive pilot to constantly adjust and make necessary corrections in order to arrive at the goal destination. Choosing goals in our careers and in our businesses - like choosing our flight destination – is the easy part. It’s creating the plan to reach those goals and then executing that plan with skill and attention that is the determining factor between those who reach their goal destination and those who do not. As you make your way through this issue that we’ve dedicated to business strategy, you will notice two recurring themes about achieving success: strategy and discipline.  Chad Landers speaks to the strategy and discipline of sound decision-making as it relates to a consideration of many fitness professionals: opening a gym of their own.  Financial strategy and discipline are arguably the lifeblood of a successful business. Billy Hofacker gives insight into your business spending plan.  Our Journey to Success featured professional, Maurice Williams, shows us that even when you don’t know exactly what the path to success will look like, discipline and commitment will see you through. Consider your own commitment to strategy and discipline, whether in your career or in your business. Do you need to reevaluate your strategy? Or perhaps you’re not working from strategy at all and need to create your career or business strategy. Are you disciplined in executing the strategy? Or do you need to reignite your commitment to your vision? Airlines have flight plans and businesses have business plans, but a flight plan, like a business plan, is only as good as its pilot’s discipline to course-correct as needed in the face of unpredictable turbulence and unexpected challenges. Without this strategy and discipline, missing the target goal is inevitable. Committed to your success,

P.S. Have you ever thought about being published or have a desire to speak on stage to share your message? Then you won’t want to miss our one-day workshop, Impact & Influence, in Chicago on Friday, October 11! See page 11 for more info.

Advice has a A visionthat of success global impact 2019 PFP Trainer of the Year Andrea Leonard talks about the best business advice she’s received that has helped her create opportunities to maximize her global impact. What was the best business advice you’ve received? Build a community by offering free education and services to develop relationships and a “family” of sorts. Everyone expects that medical professionals, potential clients, and even the media, is going to “buy-in” to what you have to offer. We hear it all the time – people need to know, like, and trust you before they are going to hire you or use your services. What opportunity in your career has been the most rewarding for you and your business? I would have to say an online Learning Management System. While I still provide live in-person workshops, having an online platform has allowed me to expand my global reach as well as provide opportunities for fitness professionals unable to attend live and also work at their own pace. What opportunities are you currently looking to expand your business? My dream has always been to train Cancer Exercise Specialists worldwide so that cancer patients in every city, state, province, and country have access to personalized cancer recovery programming and no one is needlessly suffering. I am currently working with and seeking affiliates outside of the U.S. to bring the CETI training to all parts of the world. We currently have partners in Greece, China, Taiwan, New Zealand, Australia, and Canada.

2019

CONTENTS

Volume 21 | Issue 4

YOUR BUSINESS SPENDING PLAN

JOURNEY TO SUCCESS Maurice Williams: A journey led by a vision Lindsay Vastola

Moving toward financial freedom Billy Hofacker

THE MYTH ABOUT “ALL THE MONEY”

SAFETY AND EFFICACY FIRST

5 reasons to reconsider opening a gym Chad Landers

An essential protocol for training clients with breast cancer Andrea Leonard

DEPARTMENTS

LETTER FROM THE EDITOR

Unexpected turbulence

Lindsay Vastola

FIT MONEY MINDSET

Create a business that rewards your efforts

Dean Carlson

BEST PRACTICES

The five love languages for employees

LEADERSHIP

Leadership through a shared strategy

Tie your education vision with your business mission

Farel Hruska

TAKE THE LEAP

Create your plan to win

David Crump

THE MESSAGE

Lindsey Rainwater

Melissa Knowles

EDUCATION TRENDS

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Rick Howard

EXERCISE SPOTLIGHT Power Systems

NEW ON THE MARKET

The latest trends in fitness equipment

EVENTS CALENDAR

THEN & NOW

Stand out from the rest

Greg Justice

FIT MONEY MINDSET Dean Carlson

www.FitForProfit.com

Create a business that rewards your efforts

o you and your employees understand the difference between mission, vision and strategy? For many business owners, understanding the difference can be a challenge. Here is a way to think about what each of these three terms mean, how they work together, and apply them in your business successfully. Mission is about "what" you want to achieve with your company. Vision is about "why" people in your company should want to perform at a high level to achieve your mission. Strategy answers "how" you are going to get those things done; it's your action plan. Your business strategy explains in practical terms how your company generates revenue (top-line sales), differentiates itself from your competitors (competitive advantage), and earns and maintains profit margins (the bottom line). In the fitness industry many business models and strategies are possible, even where the service being offered is similar. There are successful companies whose model is to provide low-cost memberships to as many people as possible, concierge level one-on-one training that provide a luxury spa experience, and everything in between. Gyms operate in a competitive environment, and a winning strategy is one that leverages your company’s strengths so you can compete successfully. But what exactly are you competing for? When I started my first company, I thought it was all about getting as many clients as possible as fast as possible. I was wrong. Growing is not a strategy, it’s a consequence. Saying, “I want to grow my business” is like saying, “I want to lose weight.” Those things happen only when a solid strategy is in place and followed consistently. The bottom line is you are competing for your bottom line – your profits. If more sales are not resulting in more profits at your target margin, you are just spinning your wheels. Why? The highest-level objective for your business is to increase value to the owner. To serve your customers you not only have to stay in business, but you have to satisfy the desires you had when you started your company, which no doubt included being rewarded according to your effort. That requires the ability to earn, sustain and grow profits. Your overall business strategy needs to answer the question, “How do we do that?” A good strategy can clearly explain who your market is, how you create demand in that market, and why your company is the answer to that demand. Are these questions you can answer?

Dean Carlson is a certified Profit First Professional and founder of Fit For Profit (2016), providing fitness business owners with the coaching and tools they need to manage their cash easily and keep more of their hard-earned money. His experience as a gym owner came full circle in 2018 when he sold his award-winning gym Get Fit NH for seven-figures. He is passionate about helping fitness entrepreneurs to stop worrying about finances and start building the business of their dreams.

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BEST PRACTICES Melissa Knowles

www.gymhq.club

The five love languages for employees

ou may have heard of the wildly popular self-help book, “The Five Love Languages: How to Express Heartfelt Commitment to Your Mate” by Gary Chapman. It suggests that every person has a primary language that “speaks” to them more deeply in terms of communication. While the book speaks on personal and romantic relationships, the same principles can be effective when communicating with your employees. Here are how you can apply the five love languages within your organization. 1. Words of Affirmation - Using words to build-up the employee. Do you think an employee does a great job? Do you appreciate their contribution? Then this one is pretty simple—tell them! Better yet, offer the praise publicly. 2. Gifts - A gift says, “They’re thinking about me.” Gifts are symbolic. If you purchased something for an employee, it shows that you remembered them. Gift cards, hand-written thank you notes, or items for their workspace work well. 3. Acts of Service - Doing something for your employee that you know they would like. It’s one thing to say you appreciate your team; it’s another to put those words into action. Little things like providing lunch, bringing snacks, hosting employee appreciation functions, and putting on team challenges go a long way. One of the best ways to speak this language is to get in the trenches with them. When workloads are massive and hands are short, roll up your sleeves and hop into the fray. 4. Quality Time - Giving your employee your undivided attention. One of the common complaints from employees is they feel that their supervisor can’t be bothered to sit down with them. Carve out time to sit and talk with each of your team members on a regular basis. Just make sure it is indeed quality time. 5. A Bright Future - Being forward focused with the employee shows that they’re part of the big picture. The 5th love language as outlined in the book is physical touch. You can see why that would prove problematic in the workplace. I’ve replaced it with what I consider the most widely desired and most satisfying of all languages when it comes to a career: a future. It’s up to you to show an employee where they’re headed and make them feel confident in the fact that you’re committed to taking them on that journey.

Melissa Knowles is Vice President of Operations for ClubReady. ClubReady is the industry’s leading management software for the studio space and offers solutions in billing, CRM, back-office services, mobile app, and member performance metrics display. With more than 17 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. mknowles@clubready.com

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LEADERSHIP

TAKE THE LEAP

Farel Hruska

David Crump

www.chuzefitness.com

Leadership through a shared strategy

Create your plan to win

Farel Hruska has over 20 years of experience as a personal trainer, group fitness instructor and educator. She is presently the Director of Education & Culture at Chuze Fitness. Farel also helped grow FIT4MOM from 2002-2018 as Global Fitness Director and Pre/Postnatal Director. She has presented at fitness conferences around the world including AFC (Bangkok), MEFIT PRO (Dubai), IDEA China and US and has been featured in CNN, New York Times, WebMD, Women's Running Magazine, and Pregnancy.com. Farel’s most meaningful accomplishment, however, is being mom to her three daughters.

David Crump is an entrepreneur, fitness business consultant, and NSCA certified personal trainer. Since entering the fitness industry in 2006, he has climbed the ranks of corporate management, opened multiple fitness facilities, and helped hundreds of clients improve their lives. He owns and operates Spark Fitness, a private training facility in Orlando, Florida, and works with trainers around the country to help them achieve their dream of opening their own gym.

n the beginning - with your business purpose identified - your vision and strategy will start to take shape. That initial growth will be inherently fueled by that clear mission and focus. You and your (probably small) team will have that focus coursing through your veins. You will be programmed with the same battle cry and driven, in unison, towards your collective mission… and you will grow! Founders, and their initial teams, have a responsibility to continually “check the pulse” of their growing teams to be sure strategy remains clear as growth happens. It becomes very relevant when the communication and client experience starts to become less powerful or even worse, counter to your original purpose. It’s easy for the original team to stay true to the course as you grow, however, much like the game Telephone, the message can change when many people are sending it through the ranks. The assumption that it is being communicated with clarity and authenticity can ultimately harm the intended mission. The message must be repeated in many different and creative ways: First, be clear about how the strategy and mission is being articulated. Is the company’s purpose clear to you and the leadership you’ve selected? Is everyone on board with how they will articulate it, even if in their own words? Consistency and buy-in at the leadership level are mission critical. Second, are there continuous opportunities to share this collective vision throughout your company? Providing ways to step away from the day-to-day work to come together and remember what you and your team are up to. Get them excited on a regular basis about the bigger picture. A bigger connection to the company’s WHY and how they play a critical role in achieving that WHY, even in the most seemingly “mundane” tasks. Third, personify your vision with everything you do, every conversation you have, and every bit of content created. Put into action what you set out to do. Remember your WHY and then live it. While this sounds simple, this isn’t an easy task to consistently execute. Assuming that your initial mission or purpose is being felt simply because it’s clear for you and your close leadership team will greatly diminish your impact or worse, steer you way off course. Your strategy is your most important differentiator, be out loud about it and bring your growing team along with you!

www.davecrump.com

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hy do so many fitness businesses stay the same for months or years while others seem to grow exponentially year after year? Well, there are probably many reasons, but they all most likely stem from one single act – planning. That’s because without planning there can be no strategy, and without a strategy it’s unlikely that action will yield ideal results. While most fitness professionals realize that planning is important, many find themselves spending too much time working in their business instead of working on it. The best way to avoid this trap is to set periodic planning sessions focused on big picture items as opposed to the day-to-day issues that can be derailing. Proper planning includes three key components: reflection, evaluation, and strategy. Simply speaking, this is the process of breaking down what has happened (since the last planning session), identifying the outcomes, and then creating an approach that should elicit the desired effect if executed properly. While that sounds simple, there are a couple common issues that might lead someone astray. First, the diagnosis of where the current state of business is needs to be correct. We all have our own personal bias and sometimes we see what we want to see instead of the objective reality. Second, sometimes the desired outcomes aren’t defined enough to know if the action plan was successful. Both of these hang-ups can usually be avoided by using the “universal commitment recipe” which asks, “Who is going to do what by when?” While a one-person business probably has a clear “who,” a multi-person business will require a bit more assignment of responsibility. Finally, this should be strengthened by ensuring that the “what” portion of the recipe has a target that clearly defines successful completion. The result is a crystal-clear goal such as gaining five new clients in 60 days with a clear understanding of who is going to complete each individual action to make that happen. If success is a byproduct of a well-laid strategy, then regular planning sessions should be considered a must for all fitness professionals and business owners. By spending at least one afternoon a quarter recapping the previous months and setting goals for the next three, savvy professionals can spend time working on their business instead of in it. Don’t make the mistake of letting another quarter go by without getting started.

SPEAK

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EXPAND YOUR OPPORTUNITIES IN FITNESS AS A SPEAKER OR AUTHOR

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Personal Fitness Professional (PFP) media is offering a first-of-its-kind, interactive, and highly-personalized one-day workshop, where you will have the opportunity to learn directly from fitness industry specialists who are in-the-know: a publisher, a national speaker and magazine editor, and a public relations expert. They have collaborated their expertise to create the Impact & Influence Action Plan to give you the exact framework, action steps, and resources you need to turn your ambition to be published or to become a sought-after speaker and turn it into real impact and influence.

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Journey to Success

By Lindsay Vastola

Y E N R A JOYUA V I S I O N LED B Findin

rvice and e s , h it fa h g u ro th n g directio

discipline

S M A I L L I W E C I R MAU

MAURICE WILLIAMS TITLE Owner, Move Well Fitness & Move Well Fit Academy CERTIFICATIONS NASM Master Instructor & Trainer, CPT, CES, PES, GPTS, SFS, WLS, FNS, NSCA-CSCS, Pn1, BTS1 EDUCATION BS: Sports Medicine/Exercise & Sport Science (Elon College); MS: Sport Physiology & Adult Fitness (Ohio University) FAVORITE SAYING “To whom much is given, much is required!” CONTACT www.movewellfit.com maurice@movewellfit.com

t all started when Maurice Williams determined as a sophomore in high school that he wanted a career in health and fitness. Though his vision was clear, the direction of his journey to success certainly was not. The start of the journey Maurice’s journey in fitness began as a high school sophomore. As a skilled football player, he quickly discovered an appreciation for the human body and its potential. When it came time to look at college and decide on a career path, physical therapy seemed to

be the logical direction. He jokes that while college searching, he began looking at the course work and was intimidated by what was required to become a physical therapist, so he chose the route of sports medicine with an emphasis on athletic training instead. As a college freshman at Elon University, he took his first course in athletic training, didn’t enjoy it, and quickly switched his emphasis to exercise science. He says this was one of the best decisions he made early on, and it ultimately changed the trajectory of his career. While in college, Maurice took on his first official position in fitness at the campus rec-

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reation center as a fitness leader. After graduating with a bachelor’s degree in sports medicine, he continued higher education in graduate school and pursued a master’s degree in exercise physiology and adult fitness. First steps and first lessons In 2000, now with both bachelor’s and master’s degrees in hand, he moved to Washington, D.C. and took a position at a big box gym. Over the next few years, while continuing his learning and attaining multiple certifications, he quickly moved his way up to regional fitness director. Though his position kept him

busy full time at the gym, he was intrigued by the opportunities that seemed to come with being out on his own. Without any understanding of business ownership and with no real business plan, Maurice left the gym and tried training on his own, only to find himself six short months later back as an employed trainer with no leadership responsibilities. Make money? Or make a difference? For 16 years, Maurice continued his full-time work in the big box gym setting. While he accumulated valuable education as well as several awards, he couldn’t help but feel as though

working in that setting was more about making money rather than making a real difference in people’s lives. He recalls that there was a point where he would just sit in his car outside of the gym before work and not want to go into the building; not because he didn’t love the work, but because he wasn’t inspired by the way he had to do it. He realized he was feeling this way because he had outgrown the big box environment. The rules felt constrictive, especially for someone with his level of experience and expertise. Further, now that he was married and had young children, the stakes were higher, and he knew it was time to move on.

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Having made the decision to move on and remembering the hard lessons of business ownership he learned years earlier, he knew he needed a firm understanding of what is required to own and manage a business in order to have sustainable success. There was more skin in the game this time, especially with a family depending on him; he needed a plan and clear direction to take the leap to business ownership. He began looking for courses to learn more about business and found NPE. Through business courses and mentorship, he was able to transition out of his big box gym career, to evolve and grow his in-home training business, to then rent space, and ultimately to open his personal training studio in 2016, Move Well Fitness.

ness and health to be his lifelong career - has achieved the success and accomplishments to which so many fitness professionals aspire. But his journey to live a purpose-driven career doesnâ&#x20AC;&#x2122;t end at owning and operating a successful training studio. In 2014, he founded Move Well Fit Academy, a local fitness education-based company that mentors and coaches aspiring fitness professionals and equips them with the knowledge they need to enter the industry and to succeed long-term. He also serves as a Master Trainer for the National Academy of Sports Medicine (NASM), teaches at a local community college, offers internship opportunities for up-and-coming trainers, is a frequent contributor to industry organizations and is actively involved in his community. When asked what advice he would have given his younger self, not surprisingly, Maurice says he would have double-majored in finance or business so he would have had the knowledge earlier in his career to create a business plan that may have helped him start his business sooner. This lesson seems to be one of many factors that drive his passion for teaching and mentoring fitness professionals to be better prepared before they enter the industry; he is teaching fitness professionals to understand that they are not just

Maurice is a beacon of light and a testament to the power of commitment to a vision, even when the direction may not be clear. An ever-evolving journey Now arguably one of the most sought-after personal trainers in northwest Washington, D.C., Maurice - always knowing he wanted fit-

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delivering exercise, but also how to have a keen understanding of how to work with different personalities, understand the soft skills of training before taking on a full load of clients, have a clearer picture of long-term career possibilities and determine what will be required to achieve those goals. Over the next five years, Maurice envisions evolving out of full-time personal training and into a full-time educator. The journey continues Maurice has led his journey to success through discipline, self-reflection, and meditation. He lives by the principle of taking one day at a time, which helps him remain even-keel while navigating the highs and lows of business ownership, all while balancing family. He practices daily non-negotiables that include carving-out time dedicated to his workouts, meditation and personal development; he is just as intentional about carving-out time for his family and four children. For more than 20 years, Maurice Williams has remained steadfast and committed to the vision he set for himself back in high school. As a man who leads his life and his business through faith, service to others, integrity and humility, it is not surprising that Maurice not only impacts those he serves, but his influence is visible in his community, in his family, and with the many fitness professionals aspiring to lead a journey to success of their own. Maurice is a beacon of light and a testament to the power of commitment to a vision, even when the direction may not be clear.

FEATURE ARTICLE Chad Landers

www.pushprivatefitness.com

THE MYTH ABOUT “ALL THE MONEY” 5 reasons to reconsider opening a gym | By Chad Landers

here comes a point in the career of many personal trainers when the idea of opening a personal training studio or gym seems like the only next logical career step. Many trainers would say they’ve been frustrated by working for someone else for too long; especially when the trainer does “all the work,” and the gym owner just sits back and makes the money. Why not just cut-out the middleman and own the studio and make all the money? It’s a tempting proposition.

However, opening and running a successful facility is no easy task. The reality is that most trainers would be wise to reconsider this career move. Here are five reasons you should not open your own facility, followed by the only reason you should.

do not generate your own referrals or new business. 3. You do not have a head for business and just want to train people. 4. You avoid conflict at all costs. 5. You think you’ll get rich quickly because you’re making “all the money.”

You should not open a facility if: 1. You do not have a schedule filled with long-term clients. 2. You get all your clients from the gym and

Let’s look at each reason in more detail.

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1. You don’t have a schedule filled with long-term clients.

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Many big box gym trainers will have a busy schedule, but often they are training shortterm clients new to the gym that need instruction on how to use the equipment, etc. If a trainer doesn’t have the bulk of their schedule filled with long-term, consistent clients who will follow the trainer anywhere, it’s probably not the best idea to open a studio. It may take weeks or months to start generating new business at a new location. The notion of “build it and they will come” is best left to movies about baseball. Surviving the early stages of gym start-up and growth is critically tied to the amount of existing, loyal customers a trainer has before they open their facility. 2. You get all your clients from the gym and don’t generate your own referrals or new business. If a trainer is used to getting all their clients from the high-volume walk-in traffic of a commercial gym, chances are good they will be in for a shock after opening their own studio. A new business can find it extremely challenging to find customers. There is a lack of name recognition, a specter of competition from established gyms, and the simple fact that potential customers aren’t used to seeing the new business in the area. As mentioned above, it can take months to find as many new customers that frequent a big box gym on a weekly basis. A trainer should be sure to be skilled at generating new business before opening a studio or will unfortunately suffer the consequences. 3. You don’t have a head for business and just want to train people. Surprise! The new gym owner doesn’t simply get to keep “all the money” and focus just on training clients. They have to be good at marketing (see reasons 1 and 2). They have to be familiar with contracts and leases and insurance and accounting. And if they aren’t quite adept at handling these things themselves, they’ll need to pay attorneys, accountants, and other professionals to handle them. Say goodbye to “all the money.”

Any aspiring business owner should know going in that they are likely going to spend far more time on business than they will on training. If a trainer “just wants to train people,” they should leave the headaches of facility ownership to someone else. 4. You avoid conflict at all costs. Landlords, difficult customers, employees and contractors… all will come with a need to resolve conflict at some point. An owner of any business will need to be able to recognize potential conflicts before they arise and handle issues quickly and professionally when they inevitably come up. If an owner is afraid to have tough conversations with staff and customers, they are setting themselves up for failure. Every business should have a mission statement and a written set of core values. These should dictate every decision made in the business. If a client or staff member is not following these values, a conversation must be had. An owner cannot be afraid of losing any single customer or trainer. If nothing is said, the culture of the company will suffer, and the stress on the owner will multiply as they continue to go against what they say are their core values. 5. You think you’ll get rich quickly because you’re making “all the money.” Many aspiring gym owners assume they are going to get rich quickly once they get the gym owner out of the way. The truth is it takes time to build a business, and significant money to start a facility. Many trainers think, “If I open my own facility, I’ll double my money!” Let’s look at a common scenario. Take a trainer who is working at a gym. He has a client who is paying $100/session. The trainer’s split is $50/session. At 120 sessions/month, the trainer makes $6,000 and the gym takes $6,000. Now let’s take the trainer who opened their own facility. That client still pays $100/session; now the owner-trainer takes the full $100. Great, 100% of the revenue! What’s not to like?

Well, now that they are self-employed (or start an LLC or incorporate), they have to pay taxes as both the employee and as the employer! The owner-trainer also assumes all the costs associated with running a facility -- rent, utilities, insurance, payroll of any additional staff, and important professional services like accounting, bookkeeping, and legal. This owner-trainer scenario doesn’t even consider start-up costs of a lease, permits, build-out of the space, improvements, equipment purchases, and building maintenance. It’s not unheard of for new gyms, even small-scale spaces, to cost tens of thousands of dollars just to open, requiring the owner to either drain their savings, and/or go into considerable debt. Suddenly the new owner-trainer realizes they need more clients and/or more staff to cover all these new costs… and they still aren’t bringing home a comparable paycheck to when they were working for somebody else! The simple fact is, starting, owning and running a gym is not easy. The ONLY reason for a trainer to open their own studio is if they can make more money than not opening their own studio. This is not impossible, but it takes the proper planning and set-up to pull off successfully. Prepare to spend more time learning and performing business-related tasks and possibly less time actually training clients or be able to pay someone else to handle those tasks. This isn’t meant to be discouraging. Gym ownership can be both financially and emotionally fulfilling. But it will take planning, time and nurturing. Never forget that there is a price to pay for making “all the money.”

Chad Landers has been a personal trainer in Los Angeles for more than 26 years and has owned his gym, Push Private Fitness, for 17 years. Chad has a Bachelor of Science in Kinesiology from the University of Illinois in Urbana-Champaign. A Certified Strength and Conditioning Specialist with the National Strength and Conditioning Association, Chad was awarded their 2018 NSCA Personal Trainer of the Year.

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FEATURE ARTICLE Billy Hofacker

www.yourfitnessmoneycoach.com

YOUR BUSINESS SPENDING PLAN Moving toward financial freedom | By Billy Hofacker

ave you ever been in a low place financially? Maybe it was significant debt, creditors harassing you, or perhaps you even came close (or worse) to losing the house or car. Whatever the circumstance might have been or currently is now, as a small business owner you know finances (or lack thereof) can be a difficult obstacle. The knowledge and personal experience gained over the years as a small business owner can teach you more about finance than obtaining an MBA. One of the most important things you can do as a business owner is to create a business spending plan each month. You may know this as a budget. A budget, for some, can feel scary or restrictive but a “spending plan” connotes freedom. Why do a spending plan? It’s interesting that fitness professionals often have their workout and nutrition plans fully detailed and dialed-in to the finest detail.

However, many are “fat” with their finances, and not in a good way. Whether your business is succeeding right now or if you’re struggling to pay the bills, a spending plan will help you see beyond the immediate and plan for the future. Some of the benefits of committing to this practice of a monthly spending plan include:  Peace of mind knowing that you aren’t just guessing and hoping for the best  The ability to maximize your business’ profit rather than wonder where it went  Protection during the anticipated dips in business  The ability to persevere through unexpected events  A plan for long-term growth and success  Built-in efficiency and control within your business 5 steps to create a spending plan Assuming you’re sold on the benefits of creating and being accountable to a spending

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plan, here are five steps to making it happen: 1. Analyze your history Assuming you’re not a start-up business, look at your P&L statement (i.e. profit and loss, or income statement) from the previous month, quarter, and year. If you’re newer in business, you’ll have to make your best estimates based on the information you have. 2. Project total revenue for the upcoming month Whether it’s taking the average from your P&L statement, making an estimate, or a combination of both, determine what your estimated total revenue will be for the coming month including all revenue streams. 3. Determine fixed and variable expenses Fixed expenses don’t change and include things like rent and monthly fees you pay for certain services. Variable expenses change with volume and might include marketing and payroll. 4. Determine profit (or loss) When you take your revenue and subtract your expenses, you’re left with either your profit or loss. Depending on

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WHETHER YOUR BUSINESS IS SUCCEEDING RIGHT NOW OR IF YOU’RE STRUGGLING TO PAY THE BILLS, A SPENDING PLAN WILL HELP YOU SEE BEYOND THE IMMEDIATE AND PLAN FOR THE FUTURE.

the outcome, you may want to make adjustments to your expenses as you see fit. 5. Make it a habit Dedicating time every week to work on the financials and accounting of the business can really make an impact on the potential growth of your business. It is also suggested that you look at your actual numbers as compared to your projected revenue and expenses. Over time, this will help you better estimate your monthly spending plan. Doing a business spending plan is a little different than doing a personal one for most people. Most people have a better idea what their personal income will be rather than their business revenue. For example, people who are paid a salary know exactly what they’ll be taking home and can allocate every dollar. For business, it’s best to plan based on the revenue of your lower months. This way, any extra is gravy. Here are three additional factors you’ll want to consider:

 Invest in a good CPA – A good accountant can help you manage your finances and assist in short- and long-term decision-making.  Save for one-time expenses – You are always going to need things like new computers and equipment. Why not save for these throughout the year so it’s not such a stress when the time comes?  Create an “unexpected event” fund – Life is unpredictable and when you run a small business, it’s good to have a little extra saved in case an unexpected issue arises that could possibly alter your initial plans.

Doing a business spending plan doesn’t need to be that complicated. Of course, you can always add to it once you get good at the basics. Once you master the basic plan, you can get fancier and do things like an 18-month rolling budget. However, for now, start off monthly. This will put you ahead of the majority of your competition. You probably didn’t get into business to do budgets and look at financial reports. However, being intentional about your finances will help you enjoy the results of a successful business and give you a sense of personal and professional security.

Start working towards at least one month (ideally three months) in a separate savings account to prepare for a rainy day. If you’re in business long enough, it will rain! Keep in mind that this practice takes time. Even if you’ve been at it for years, the numbers can still get confusing at times. Things may feel a certain way, but the numbers don’t lie.

Billy Hofacker has been a personal trainer for over 20 years and is owner and CEO of Total Body Boot Camp and Performance Center with two successful locations in the hyper-competitive market of Long Island, NY. He is the creator of the Financial Freedom for Health and Fitness Professionals course.

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FEATURE ARTICLE Andrea Leonard

www.thecancerspecialist.com

SAFETY AND EFFICACY FIRST An essential protocol for training clients with breast cancer | By Andrea Leonard

he most common issues that plague post-mastectomy patients are Upper-crossed Syndrome (UCS) and range of motion limitations in the affected shoulder. UCS is the combination of protracted (rounded) shoulders, forward head, cervical lordosis, winged-scapula, and thoracic kyphosis. As a result of these postural deviations, mastectomy, lymph node dissection, and/or radiation, the chest muscles may become tight, shortened and spastic. This not only exacerbates the postural deviations but may limit the ability of the patient to move their arm/shoulder through flexion, extension, abduction, and external rotation. This is

compounded even further if the woman undergoes reconstructive surgery. Not only will it further exacerbate Upper-crossed Syndrome, it will create a muscle imbalance in the area of surgery, if either the rectus abdominis or latissimus muscle are used for reconstruction. First things, first The most important factor in the safety and efficacy of an exercise program is the initial assessment. At the very least this should include a comprehensive postural assessment as well as shoulder range of motion measurements taken with a goniometer. The well-trained fitness professional will be able

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to deduce, from the results, which muscles need to be stretched and which need to be strengthened. By selecting the wrong combinations of exercises, the results may not only be undesirable, they may in fact be detrimental. For example, if a client presents with moderate to severe Upper-crossed Syndrome, performing any kind of â&#x20AC;&#x153;pushingâ&#x20AC;? exercise that would involve the chest muscles (chest press), could make the syndrome even more pronounced by causing the pectoral muscles to tighten and contract. Instead, the goal needs to be on stretching the chest wall and strengthening the opposing muscles in the back; particularly the scapular stabilizers.

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Prior to adding a load (resistance) of any kind, the patient should have close to full range of motion through the particular plane of motion. Without correcting the range of motion first, the patient will reinforce the negative movement pattern by performing strength training exercises throughout a limited pattern of movement. Therefore, initially the focus should be on range of motion exercises. These may include very basic exercises that the patient can do on their own: front wall walks, side wall walks, pendulum swings, and corner stretch, or active isolated stretching that can be executed with the assistance of a professional. The combination of both will increase the speed of improvement in most cases.

lymph nodes on that side. Even if someone has undergone a sentinel node biopsy, and only had one node removed, they can still get lymphedema. Lymphedema is progressive if untreated and can be very painful and disfiguring. It can happen at ANY time after surgery; one hour or 50 years. The risk doesnâ&#x20AC;&#x2122;t increase or decrease with time, however a higher percentage of body fat, infection, age and poor nutrition can all increase the risk once someone is at risk. Lymphedema is one of the most overlooked issues amongst cancer patients. More often than not they will not even be told about lymphedema. Following lymph node dissection and/or radiation, the lymphatic pathways do not operate with the same efficacy that they did previously. Therefore, we no longer know what the individualâ&#x20AC;&#x2122;s exercise threshold is. It is critical to START and PROGRESS SLOWLY. This allows for a gradual increase in frequency, intensity, and duration of the exercise program. If at any point there is swelling, the patient should be advised to stop exercising and see their doctor immediately to determine if, in fact, they do have the onset of lymphedema. They should come back with a medical clearance form and the exercise instructor should take a step back with the frequency, intensity, and duration to the point prior to the onset of swelling.

While incredibly rewarding, training the cancer patient is very complex, and the untrained professional can end up doing more harm than good. Moving on to strength training Once close to full range of motion is achieved, the emphasis can be on strength training. Not only will this help to correct the postural and range of motion deviations, it will help increase bone density and lean muscle mass. Many women will either be of menopausal age or thrown into menopause from their cancer treatment. With estrogen no longer being produced, the risk of osteoporosis increases. To make things even more complicated, the long-term side effects of chemotherapy include osteoporosis, diabetes, and damage to the heart and lungs; all of which can be avoided or improved through proper exercise recommendations. Understanding lymphedema The last part of the equation is the risk of lymphedema of the affected arm/shoulder. Lymphedema is the swelling of the extremity following the removal of, or radiation to the

Putting the pieces together Putting all of these pieces together is very much like solving a mathematical equation. If you are missing any of the information, you will never solve the problem. A typical exercise session should begin with cardiovascular exercise. This, too, should be gradually increased at a rate that the client is comfortable with and that their body responds to favorably. They should stay well-hydrated, they should not wear tight-fitting or restrictive clothing on their upper body, and they should not overheat (all of these factors can increase the risk of lymphedema). Following the warm-up they should be instructed to do a series of lymph drainage exercise to open up the lymphatic pathways and prepare the body for exercise.*

Following the warm-up and lymph drainage exercises, the exercise specialist should determine what the areas of need are for the client. Remember to begin with stretching and range of motion exercises until they have close to normal range of motion. At that point the goal becomes strength training and choosing exercises that will strengthen the weaker muscles and stretch the tight and shortened muscles. Weight/resistance should also be very gradually increased, and attention paid to any potential swelling of the extremity. Typically, choose exercises that will stretch the chest (chest fly, corner or door stretch, assisted stretching) and will strengthen the back (low/high rows, reverse flies, lat pulldown). They often present with winged scapula following a node dissection. If this is the case, incorporate exercises that will strengthen the serratus anterior. If they have undergone an abdominal TRAM procedure, core work will be of the greatest importance in preventing, or minimizing, low back pain. Because every muscle in the body works synergistically, an imbalance in the shoulder can lead to a multitude of imbalances from the hips to the knees to the ankles, and beyond. Choose your exercises carefully. Put emphasis on the areas of need. This is not, and can never be, a cookie-cutter workout. No two breast cancer patients are the same. Not only are you taking into consideration their surgery, reconstruction, and treatment, you have to also factor in the remainder of their health history and any additional orthopedic concerns. Anyone who wants to work with cancer patients is strongly urged to undergo specialized training. While incredibly rewarding, training the cancer patient is very complex, and the untrained professional can end up doing more harm than good.

Andrea Leonard is a 35-year cancer survivor and PFP 2019 Trainer of the Year. She graduated from the University of Maryland and went on to get certified as a CES & PES, NASM, and ACE-CPT. She has also been certified as a CPT by ACSM and as a Special Populations Expert by The Cooper Institute. In 2004, Andrea founded the Cancer Exercise Training Institute to enable health and fitness professionals to work safely and confidently with cancer patients.

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THE MESSAGE: LINDSEY RAINWATER www.womeninfitness.org

@lindseyrainh2o

@lindseyrainwater

s business strategist, executive coach, founder of the Women in Fitness Association (WIFA), published author, speaker and 2017 IHRSA “Rising Star,” Lindsey Rainwater brings immeasurable talent and leadership to the industry. Lindsey is a champion for women in fitness and is leading a community of professionals committed to success in fitness. Regardless of which hat this trailblazer is wearing, she has one mission: to help individuals and organizations realize optimal success through transformational change. Here is how Lindsey is sharing her message… My ideal clients are individuals and organizations that are committed to transformational change. Recent clients have been women wanting to accomplish near-term goals, project management and operations strategy for health clubs, and vision implementation for the Women in Fitness Association (WIFA). My message is that there’s always choice and with choice comes freedom; the choice to look for the third way, not the way everyone else is doing it, not the way you think you have to do it, but instead something you’ve not yet thought of. If I had only one way to share my message it would be through the intentional use of the power of social media engagement. Social media is powerful and destructive when improperly used. Successful messaging is having an idea of what you want, connecting and surrounding yourself with those who have it, and then learning from them how to get it yourself! People follow me because of my authenticity. I’m very open and available to the people in my life. I’ve been through a lot for being in my mid-30s and can relate to many circumstances; relating is what connects us.

LINDSEY

RAINWATER

SUBSCRIBE TO PFP HERE EDUCATION TRENDS Rick Howard

www.youthsportfitnesscoach.com

Tie your education vision with your business mission

trategy comes from the Greek word ‘strategos,’ meaning general of the army. As such, strategic planning began as military planning. Businesses adopted strategic planning to help gain customers and get a competitive edge. Educational entities began strategic planning to better serve students and better serve their community. The two paths of strategic planning are inherently different, so much so that many believe that educational strategy should be called something else. Where does personal training fit in? Personal training is a business that, whether incorporated or not, needs to generate income to survive. Personal training is also an educational entity of sorts, sharing knowledge of proper communication, goal-setting, program design and customer care. An ideal place to start is to tie your education strategy with your business mission.

Even if you do not own your own business, create a vision and mission for yourself, and align your strategies, including your educational strategies, to your vision and mission. Define your vision and mission When creating a strategic plan, you might need to get more information on the strategic planning process. The strategic plan should flow from your vision, mission and goals. Your vision is your ‘why’ (some sources say your ‘what’) — the big picture of why you are a personal trainer. It speaks to the future and should be unique to you and your business. Many sources indicate that one or two sentences for your vision and mission are appropriate, but I suggest you try to formulate the vision in 3 to 7 words so that it is easy to remember. An example might be, “A fit Philadelphia.” Your mission is your ‘what’—what you are in business for right now. The mission statement should be memorable and be able to be remembered by staff and customers and, if well-written, can also be your slogan, making it even more memorable. It should contain roughly 7 to 13 words. An example might be, “To provide the best personal training services to all Philadelphians.” Your goals address ‘how’ you will meet your vision and mission. Objectives help you meet your goals. Strategies, then, are your ways to apply your mission to achieve your vision.

Create your educational strategies First, identify your educational vision and how it ties in with your business mission. Even if you do not own your own business, create a vision and mission for yourself, and align your strategies, including your educational strategies, to your vision and mission. A couple examples of educational strategies might be:  Invest in professional development to better understand how to successfully train underserved populations.  Present to city-wide church groups, recreation leaders, and community groups to share your knowledge. Your goal may be to attend two professional development meetings this year and present to one community group each quarter of the year (remember SMART goals!). Review your strategies regularly Your vision and mission may change over time. Your goals, objectives, and strategies are always a work in progress, so they need to be evaluated and reevaluated regularly. It is probably best to schedule your strategic planning to occur during less busy times of year. Always keep in mind the educational process when establishing why you exist (your vision) and what you will accomplish (your mission).

Rick Howard, M.Ed., CSCS, *D is completing his doctorate in Health Promotion and Wellness at Rocky Mountain University of Health Professions. He has been training athletes of all ages and abilities for more than 30 years. He currently is the Director of Fitness at the Wilmington (DE) Country Club and a college professor at West Chester (PA) University and Rowan (NJ) University.

FALL 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 23

EXERCISE SPOTLIGHT Power Systems

www.Power-Systems.com

@powersystemsinc

@powersystems

@powersystemsinc

POWER SNATCH Olympic lifts happen very quickly which is why mastering the technique is of vital importance. Here is a breakdown of the visuals and cues for the Power Snatch. For more extensive videos and resources on executing and coaching the Power Snatch, visit power-systems.com/shop/topic/oly-lift.

Starting Position

Lift Off

Step close to barbell, load the hips, bend the knees, and keep a flat back with shoulders depressed and core engaged. Place hands in the wide snatch position and grip the barbell using the hook grip.

Push through the heels and slowly start to lift the barbell, keeping the barbell close to the shins and maintaining a flat back.

Shrug

Fast Turnover

Still moving quickly with barbell close to the body shrug the shoulders as the lower body powers the barbell with triple extension at the ankle, knees, and hips. At the end of the shrug, the elbows begin to bend moving high and outside.

Using the momentum created with the hip drive and shrug, elbows remain pulled back high and outside but are now under the bar as it quickly transitions to overhead. Knees, hips and ankles are bent prepping to accept the weight.

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Exercises from Power Systems

Add Speed

Hip Drive

As the bar passes the knees, begin to engage the hip drive forward to add speed to the lift.

Drive the hips forward as the barbell reaches hip height, keeping the barbell close to the body throughout the movement. Heels will begin to lift. Elbows stay straight.

Overhead Snatch Drop

Stand / Finish

Hips bend and chest remains lifted as arms straighten over head and momentum of the barbell slows. Armpits should be facing forward, with shoulders down and lats engaged.

When the barbell is secure in the snatch position overhead, push through the heels to stand upright with the barbell.

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NEW ON THE MARKET The latest trends in fitness equipment

PINNACLE STORAGE LINE

LINDSAY’S REVIEW: CLARA STEP BARREL LITE Balanced Body has a knack for combining function and performance with portability and ease-of-use. The new Clara Step Barrel® Lite offers the same functionality and the same unique features as the popular Clara Step Barrel but is more portable and lightweight (just 4.3lbs/2kg), making it ideal for spaceefficient studios, for at-home use, and even for travelling instructors. Its features - including the high arch, rounded step, and vertical cut-out handles - offer support for the lumbar spine, precise pelvic placement, and safer spinal extension, making this a versatile solution for users and instructors alike. www.pilates.com

NABOSO TRUEFORM RUNNER The Naboso™ TrueForm Runner uses Naboso Technology’s patent-pending textured material as a tread option on the TrueForm Runner to optimize foot and neuro-activation when walking and running. The use of Naboso TrueForm Runner can help clients with neuroactivation, gait training and recovery from orthopedic injuries. Long-term use of the Naboso TrueForm Runner offers the potential for better movement patterns, and an improvement in overall wellness. www.trueformrunner.com

We know every square-foot matters in today’s fitness facilities. Our new Pinnacle line consists of modular components and accessories that can be configured to achieve any design vision while standing up to the demand of a high-traffic facility. Create small group training zones, store products by programming style, or just utilize the unique components to keep your facility organized. Endless configurations, scaled to any space. www.powersystems.com/pinnacle

WAGS FUSION

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WAGs Fusion, the 4th and newest glove of the collection, is a luxurious fitness glove made with super soft leather and Lycra fabric. The Fusion combines a slimmer contoured gel pad along with an adjustable wrist wrap for added support. The thinner wedged gel pad protects the wrists while allowing you to easily grasp equipment, like weights or bike handlebars. The Fusion workout glove with wrist support gives you wrist pain relief, support, comfort plus style for all your workouts. 15% off with code: mfnpfp www.getwags.com

NPE’s Fast-Track™ program shows you how to start and grow a profitable fitness business (and get 10+ new clients in 42 days). Take your passion for fitness and turn it into a successful business so you can wake up every day with a plan to move forward toward your goals, do the work you love, and earn a professional income helping people transform their lives. www.npefasttrack.com

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SUBSCRIBE TO PFP HERE EVENTS CALENDAR

SEPTEMBER

FIBO USA

NASM and AFAA Optima 2019 Conference

October 17-19, Miami Beach, FL www.fibo-usa.com

One World Fitness Certification & Education Conference

NOVEMBER

September 26-29, Phoenix, AZ www.nasmoptima.com

September 27-29, Baltimore, MD www.aaai-ismafitness.com

AB Show - Athletic Business

OCTOBER

FitnessFest at TheFitExpo

SCW Midwest MANIA

October 4-6, Rosemont, IL www.scwfit.com/mania

NSCA Personal Trainers Virtual Conference October 7-11, Online www.nsca.com/ptcon Save $25 with Code PFP19

Club Industry Show

October 9-11, Chicago, IL www.ClubIndustryShow.com

Impact & Influence Workshop: Speak, Write, Get Noticed

November 13-16, Orlando, FL www.abshow.com/expo

November 23-24, San Diego, CA www.fitnessfest.org/sandiego Save $25 with Group Code PFP2019

DECEMBER SCW Boston MANIA

December 13-15, Boston, MA www.scwfit.com/mania

Club Industry Business Summit December 13-15, Boston, MA scwfit.com/CLUB

October 11, Chicago, IL www.impactandinfluenceevent.com $20 off with code PFP179

FALL 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 27

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20 YEARS! PA R T N E R G I V E A W AY

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SEPTEMBER, OCTOBER, NOVEMBER AND DECEMBER WINNERS WILL RECEIVE THIS GREAT $2,200 PACKAGE:  Insure Fitness Group Pro Package includes:  Insure Fitness Group Membership valued at $169 (can set it up for a future active date)  $250 Gift Card to Bodybuilding.com  Functional Aging Specialist Certification ($399.00 value)  Fitness Business Mastery Curriculum by Fitness Revolution ($297.00 value)  Standard Certification Package by NFPT ($249.00 value)  SCW package includes:  $100 towards the MANIA of your choice through July 2020 or $100 towards your choice of one of seven Club Industry Business Summits  $100 towards an 8 hour SCW Certification Course of your choice  BOSU® NexGen™ Pro Balance Trainer from BOSU® ($179.00 value)  Halo Trainer Plus with Stability Ball & Pump and a Resistance Loop – ENTER TO WIN Regular Strength by Merrithew ($169.00 value) EACH MONTH TO  $150.00 gift certificate by Power Systems INCREASE YOUR  $100.00 voucher by FiTOUR CHANCES!  Foam Roller Set and Stretch Out Strap by OPTP ($70.00 value)

PARTNERS

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SUBSCRIBE TO PFP HERE THEN & NOW Greg Justice

www.GregJustice.com

Stand out from the rest

ver time, there has developed a negative connotation of the term “businessman.” For some, the word has become synonymous with manipulative, untrustworthy, or scheming. Now, this is certainly not to say all, nor even most businessmen or businesswomen are this way. For personal trainers, being a businessperson can seem daunting; but being a savvy businessperson is a necessary part of running your own gym. This of course does not mean there is a straightforward plan on how to do so. Here are a few suggestions for those navigating the path of business ownership that have and will continue to stand the test of time so you can lead a business that stands out from the rest. Avoid cost-cutting Cheap does not mean best. Trying to steal your opponents’ customers by being the cheapest is a race to the bottom. Not only is cost-cutting a problem for individual businesses, eventually it will come full circle and affect the whole industry. Everyone will be trying to get their prices lower than everyone else’s and, in the end, no one will be making a profit. Even worse is eventually the clients, who came to you for help, will have sessions that lack the quality and devotion they deserve. At the end of the day, you need to focus on the important things more than the price tag. If providing the best service possible means you charge more, that’s okay. People will pay because they are paying for high-quality training. Quality always trumps quantity.

Things like group fitness, acupuncture, guided meditation, yoga, and even nutrition classes can pair nicely with the services you already provide. Differentiate your services We all realize each person is unique and everyone that walks through the doors of your gym has unique goals. Personal training is just that… personal. The key to a successful business is making your client feel like they are the most important person to you for each session, start to finish. Also, remember that a gym does not have to be a place used only for training. There are plenty of other services you can provide to draw people in. Things like group fitness, acupuncture, guided meditation, yoga, and even nutrition classes can pair nicely with the services you

already provide. Offering these in one place is extremely convenient for your clients and gives you a leg-up on the competition. Focus on your niche While many of us wish we could, we cannot be an expert in everything. Hire people who specialize in something and let them run with it. If you don’t know anything about yoga, allow someone to come in and help you. Running a gym isn’t for your benefit, it is for the benefit of your clients. If the thought of bringing in help makes you shy away from providing the best possible service, perhaps it’s time to rethink your business strategy. Focusing your efforts on what you’re good at can also be extremely valuable. If your gym is really good at bringing in men aged 18-30 then use that to your advantage. Develop more programs that appeal to them. Trying to instead be better than the gym across the street by bringing in seniors may not blend well with your current clientele. Focusing on your niche helps you be the best at what you do. Ultimately, the business side of things isn’t what most personal trainers look forward to. However, to run a successful gym that clients flock to, it is necessary to embrace solid business principles that set you apart in a sea of competition.

Greg Justice is a best-selling author, speaker and fitness entrepreneur and was inducted into the National Fitness Hall of Fame in 2017. He opened AYC Health & Fitness, Kansas City’s Original Personal Training Center in May 1986. He is the CEO of the National Corporate Fitness Institute, and Scriptor Publishing Group. Greg holds a master’s degree in HPER (exercise science) from Morehead State University in Morehead, Kentucky.

FALL 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 29

APPLY TODAY TO BE A 2019 TRAINER OF THE MONTH!

The 2020 PFP Trainer of the Year (TOTY) will be selected from the 2019 Trainer of the Month (TOTM) winners. Apply at www.personalfitnessprofessional.com/toty

 Lifetime membership to The Academy online resource and community for fitness business owners by Fitness Revolution ($599.00 value)  Choice of any NSCA Certification Exam and associated textbook by NSCA ($575.00 value)  $400 travel voucher by Sports & Fitness Insurance  Premium Certification Package by NFPT ($400.00 value)  1-year membership to FiTOUR Total Access: receive access to complete each of the FiTOUR in-home certifications with online study materials ($300.00 value)  A complimentary full conference registration to any 2019 Medical Fitness Tour event courtesy of the MedFit Education Foundation ($299.00 value)  Featured profile in the 2020 Winter issue of Personal Fitness Professional magazine  Winner will be recognized during a live webinar in December and will receive an award and opportunity to share their story!

TOTY PRIZE PACKAGE VALUED OVER $9,400!  Functional Aging Institute (FAI) Education plus Business VIP Package ($2,300.00 value) includes: • Functional Aging Specialist Certification ($399.00 value) • Functional Aging Business Mastermind meeting ($1,200 value) • Two (2) VIP tickets to the 2020 Functional Aging Summit ($600.00 value)

Your choice of a 4 to 8lb ActivMotion Bar ($109.00 value) 1-Year Lease of the BodyMetrix Professional System Ultrasound Body Composition ($1,895 Value)  $1,000 Power Systems gift certificate  Insure Fitness Group Pro Package ($919.00 value) includes: • Insure Fitness Group Membership that can be set-up for a future active date ($169.00 value) • $500 gift card for Bodybuilding.com • $250 gift card to fuel your fitness career (winners choice from fitness sites)  PowerBlock U50 Club Set ($795.00 value) •

TOTM PRIZE PACKAGE VALUED AT $3,000!  Functional Aging Institute (FAI) Education plus Business VIP Package ($2,600.00 value) includes: • Functional Aging Specialist Certification ($399.00 value) • Functional Aging Business Mastermind meeting ($1,200 value) • Your choice of a 4 to 8lb ActivMotion Bar ($109.00 value)  1-year membership for each Trainer of the Month to The Academy online resource and community for fitness business owners by Fitness Revolution ($399.00 value)  Standard Certification Package by NFPT ($249.00 value)  MedFit Education Foundation one-year professional membership ($169.00 value)  AAAI/ISMA “One World” Conference Registration ($150.00 value)  $100 Power Systems gift certificate  $100 e-gift card to Tango or Bodybuilding.com from Insure Fitness Group  One in-home certification from FiTOUR ($99.00 value)

JANUARY: JUAN MEDRANO

FEBRUARY: RYAN CARVER

MARCH: JENNIFER WALLER

APRIL: KERRY KEANE

MAY: CHRIS LITTEN

JUNE: ADRIENNE IONE

JULY: JOHNNY RYDER

AUGUST: JOLIE GLASSMAN

SEPTEMBER: JASON KARP

NOVEMBER

OCTOBER

DECEMBER

WWW.PERSONALFITNESSPROFESSIONAL.COM/TOTY ®

Let It Move You.

2019

HOT COMPANIES ISSUE! PROFILES OF LEADING INDUSTRY SOLUTION PROVIDERS

| 2019-20 HOT COMPANIES

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

LETTER FROM THE EDITOR Lindsay Vastola

lindsay@rbpub.com

TABLE OF CONTENTS

Beyond tenacity

enacity is a characteristic that any successful person more than likely possesses. Tenacity is that fearless “stick-to-itiveness” that, no matter what the sacrifice, one will do whatever it takes to seeing through a goal or mission. You can relate tenacity to every aspect of what we do as fitness professionals. We must communicate tenacity with our clients; are they willing to be persistent in accomplishing their goals, no matter what setbacks they may face? Are we tenacious in our own personal and professional life? Do we set concrete markers of success? Do we hold ourselves accountable to take action and follow through? Without tenacity, those who took the risk to switch careers to become a fitness professional or those who have invested significant time, money, and energy to gain a higher degree in our field, meaningful success would remain a mere aspiration. But tenacity alone won’t cut it, unfortunately. To move the needle forward and take your business or career to the next level of success, you need tools, resources, relationships and knowledge to maintain your edge. The goal of our annual Hot Companies issue is to do just this: give you the tools, resources and knowledge that, along with your tenacious spirit, will equip you to take your vision of success and make it your reality. Be sure to keep this issue at arms-length as a reference for industry-leading resources that will help you run your business with more peace of mind, to empower you to maintain your edge, and to keep your tenacious spirit alive!

THE INTERSECTION OF ART AND SCIENCE Where coaching meets personal training Kelli Watson

Committed to your success,

P.S. Don’t forget! The deadline to apply to be selected as a 2019 PFP Trainer of the Month is October 31. Apply today at www.personalfitnessprofessional.com!

HOT COMPANIES TABLE OF CONTENTS 2

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SUBSCRIBE TO PFP HERE FEATURE ARTICLE Kelli O’Brien Watson

www.scriptorpublishinggroup.com

THE INTERSECTION OF ART AND SCIENCE Where coaching meets personal training | By Kelli O’Brien Watson

trong and independent are the best words to describe Maria. When she first came to the gym, she was quick to share her goals and, although warm and gracious, she was ‘to the point’ and decisive. Other than a few minor aches and pains, she was in good shape. There was nothing out of the norm for the 58-year-old female. She hadn’t exercised much recently due to a job which involved a lot of travel, but she ate well and overall, felt pretty good. Her main goal was to exercise more regularly so she could feel stronger. A series of pre-assessments determined where to begin, and a progression was developed that would challenge her as the weeks went by. She made steady progress and was soon beginning to see results. As so often happens, that was when her world began to change. During one early morning workout, her story came rushing out. It was as if the flood gate opened and words tumbled out from some dark space inside of her. Tears rolled

down her cheeks as she told the story of how she was raped when she was a teenager. She continued to share the fear and vulnerability she had felt in that moment, and how it had impacted her life. When it was all out, she stopped and looked up in complete surprise. “I can’t believe I just told you that,” she said. “I have never shared that story with anyone.” In that very moment, her trainer stood squarely at the intersection between the science of personal training and the art of coaching. Did she continue with the workout as she had planned? After all, there were goals to be met. Or was there something more than reps and sets that Maria needed that day? If so, what tools could she use that would make a difference? Most fitness professionals have probably experienced something similar to this story in their practice. That is because our mind, our body and our spirit are connected. It is, therefore, impossible to move one part without moving the others. As in the story

above, when Maria exercised, her memory was triggered, and her emotions spilled out. When physical motion is fostered by a safe and trusting relationship, ideas will be shared, connections will be made, and emotions will flow. Here is a simple formula to remember: Emotion = Energy in Motion In no way is this a suggestion to extend outside the scope of practice of a fitness professional. If a client needs psychological counseling or medical care, it is important to refer to professionals who can better serve the client. However, there are a few basic techniques any fitness professional can practice which will elevate them from being a good trainer based in science to an extraordinary coach practicing a form of art. 1. Become a better listener A great coach is someone who listens more than they speak. The entire session is about the client, so it makes sense to spend more time listening to them. Their stories will provide 2019-20 HOT COMPANIES | 3

WHEN PHYSICAL MOTION IS FOSTERED BY A SAFE AND TRUSTING RELATIONSHIP, IDEAS WILL BE SHARED, CONNECTIONS WILL BE MADE, AND EMOTIONS WILL FLOW.

insight into what motivates them, what habits they engage in, and what beliefs they hold. All of these clues are extremely useful to create better programming and, ultimately, better results. There is a great quote by Epictetus which says, “We have two ears and one mouth so we can listen twice as much as we speak.” An extraordinary coach will live by that rule. 2. Notice more When a client walks into the gym, a trainer will greet them and get them started on the workout. A great coach will notice more. A coach will notice how the client is walking, the energy level they are exuding, the emotion that is showing on their face, and even their posture as they stand. Depending on what she sees, the coach might adjust her training plan. That level of thoughtfulness creates a much more fulfilling experience for the client. 3. Know your core values A great coach has integrity which means she knows and lives by her own set of core values. Knowing what is important, and living

| 2019-20 HOT COMPANIES

by those beliefs, creates balance and stability. That stability, in turn, provides the foundation to gain a client’s trust. Trust is what ultimately creates a stronger coach-client relationship, and that relationship is the key to sustained lifestyle change for the client. Fitness professionals are increasingly called upon to be more than just personal trainers and instructors. Clients may come in saying they want to lose weight or build muscle, but what they are often looking for is someone to help them transform their lives. Sustained lifestyle change doesn’t happen simply through progressions of diet and exercise, it requires something much deeper. In order for someone’s life to change, they need to shift their mindset, overcome limiting beliefs, invoke new habits, and receive the emotional support they need to make those adjustments. Finding ways to nurture the relationship with the client, going above and beyond to provide a service that no one else can match, and reaching them on a level that goes beyond physical exercise are all tools that are used by extraordinary coaches. When the science of training meets

the art of coaching, magic happens, and lives are transformed. And if you’re wondering what happened to Maria… The moment described above happened 10 years ago. At that time, a referral was made to a psychologist who helped her work through the trauma. Since then, she retired from her job and now volunteers in the community. Over time, she dropped 8% of her body fat and has maintained that for many years. Most importantly, she continues a regular strength training program with her fitness coach in order to live her best, and most healthy, life.

Kelli O’Brien Watson is a best-selling author, coach, presenter and co-owner of Scriptor Publishing Group. She holds a master’s degree in Counseling Education and certifications in Personal Training, TRX, Exercise Therapy and Youth Fitness. She is a Platinum Level Coach for the Todd Durkin Mastermind Group and also runs a life coaching program called Finding My Way Back to Me. In 2013, she was honored to be a presenter for TedX Utica. She lives in Upstate New York with her family.

SUBSCRIBE TO PFP HERE

H O T

COMPANIES

2019-20

Fitness Together® is the premier, private-suite personal training studio offering clients a custom fitness and nutrition experience. The simple model is backed by a 30+ year track record of marketing and operations support. The brand targets a specific niche of clientele specifically in the baby boomer generation with a strong need, not just a desire, for the services. With over 140 locations nationwide, the Fitness Together brand continues to be a market leader in the personal training space. FOUR KEY COMPONENTS OF THE FITNESS TOGETHER® MODEL EXCEPTIONAL PERSONAL TRAINING Exceptional personal training combining privacy, knowledge, care, personalization, accountability and support. PRIVATE TRAINING SUITES Fully-equipped private workout suites to maximize the client’s and trainer’s time by eliminating distractions, providing immediate access to equipment and avoiding intimidation. CUSTOM FITNESS AND NUTRITION The perfect combination of aerobic and strength training with evolved client and trainer technology for progress and assessment monitoring. The nutrition program is fueled by genetic testing to drive positive changes and maximize results. RETENTION & FREQUENCY The Fitness Together service path and programs are designed to foster a long lifetime client value. Clients stay motivated by the team-environment and keep coming back for the accountability and results. As an owner, you get access to not only the support center’s experience and knowledge, but the entire franchise community. Now is the time to take control of your future and learn more about owning a personal training studio today.

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CONTACT INFO: COMPANY: Fitness Together

WEBSITE:

fitnesstogetherfranchise.com

PHONE:

303.663.0880

EMAIL:

info@fitnesstogether.com

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COMPANIES

2019-20 FiTOUR® makes it possible for Fitness Professionals to expand their knowledge, share their passion and grow a rewarding career by offering convenient, affordable & comprehensive certifications grounded in exercise science with guidelines for safe, efficient health and fitness practice. FiTOUR® Offers:  FiTOUR® online certifications with online exams  Online FiTOUR® ACE, AFAA, and NASM CEC courses  FiTOUR® courses & certifications include online study manuals & videos  Immediate exam results  Certificate available after exam  FiTOUR® online renewal course $25 every two (2) years  FREE IDEA e-membership  Discounted Liability Insurance through Insure Fitness Group

CONTACT INFO: COMPANY:

The FiTOUR® Education team continues to write and develop additional outstanding health and fitness certification programs to keep fitness professionals and enthusiasts ahead and on top in an ever-changing fitness field. FiTOUR® makes obtaining your fitness certification and continuing education convenient and affordable.

FiTOUR® Certifications

WEBSITE: www.fitour.com

PHONE:

281.494.0380

EMAIL:

clara@fitour.com

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COMPANIES

2019-20 Skip rope, not insurance. Insure Fitness Group is a community of fitness professionals working to help bridge the gap between a career in the fitness industry and education. Advocating for more business education, equality and diversity, our brand stands behind some of the biggest philanthropical movements in the fitness space and is continuing to do more to give back. With over 65 years of experience in the wellness professional space, we have worked hard to put together an insurance policy that embodies this philosophy. Insure Fitness Group’s comprehensive personal trainer insurance is so affordable, it costs less than your yearly gym membership at $169 per year. Not only that, the coverage follows you wherever you go - from an independent training session to leading group fitness classes at a national gym. Insure Fitness Group is proud to cover more than 150+ different workouts and training programs. By carrying professional liability insurance, you can transfer the risk of monetary loss to your insurance provider. If a claim arises, you won’t have to carry the emotional stress of figuring out how you’re going to pay or defend yourself during the investigation period. Our CEO Nick Doyle says it best, “You have the ability to increase the confidence and improve the lives of those you work with, so leave the ugly stuff to us.”

CONTACT INFO: COMPANY:

Insure Fitness Group

WEBSITE:

www.InsureFitness.com/PF

PHONE:

800.379.7799 We want to be your go-to source for all things fitness-related; as a community of health-conscious individuals who collectively contribute to the growth and advancement of the personal training world. Our fitness brand ambassadors work hard to bring you compelling content that takes your training game to the next level. Check out our exclusive resources at InsureFitness.com for more information on:     

The Business of Personal Training: from finances to customer retention Salary Guides: make sure you’re getting what you’re worth Social Media Tips & Advice: grow your personal brand Personal Trainer Resume Builder: don’t undersell your skills ...and more!

To learn more about how Insure Fitness Group can help protect and advance your fitness career, visit InsureFitness.com/PF or call 800.379.7799.

EMAIL:

info@insurefitness.com

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COMPANIES

2019-20 K&K provides liability coverage for thousands of personal trainers across the U.S., protecting fitness professionals against claims involving bodily injury and property damage to a third party (client). It’s easy to buy affordable insurance for your fitness business online at www.FitnessInsurance-KK.com. Simply answer a few questions, purchase online and receive proof of coverage immediately.  K&K offers instructors premium discounts when certified by approved fitness associations and organizations.  Discounts are also available with purchase of a two-year policy. Most health club insurance policies do not extend coverage to independent contractors. Fitness instructor coverage is designed to cover the individual only and insures the professional wherever they may work as an instructor.  Coverage varies from company-to-company; always review coverages when choosing insurance. The lowest price may not provide the same coverage as another provider.  Cheaper isn’t always better. Be wary of additional service charges such as charging for additional certificates or adding Additional Insureds to the policy. Extra charges can be as much as $25-$50 per certificate; this can add up quickly if an instructor works for several health clubs or facilities.

CONTACT INFO: COMPANY: K&K Insurance

WEBSITE:

www.FitnessInsurance-KK.com When purchasing coverage, trainers should:  Look for policies that don’t have any deductibles.  Look for carriers that have a good financial rating from A.M. Best Company. Coverage that is “Admitted” is best, which means that the State Department of Insurance has approved the insurance and provides some protection in case the insurance company becomes insolvent.  If the instructor has a business and they have other instructors working with them as independent contractors, each instructor should purchase their own policy.  If the instructor owns an exercise studio or larger facility, coverage for premises is needed and will require additional coverage also available through K&K Insurance.  If the instructor doesn’t own a commercial facility but provides training in his or her home (designated space), their homeowners policy will most likely exclude coverage under a “business pursuits” exclusion. An individual instructor policy will not cover a home studio either; a studio/ facility policy may be required for coverage.

PHONE:

800.506.4856

EMAIL:

info@fitnessinsurance-kk.com

Fast, affordable coverage you can count on; contact K&K Insurance today. 2019-20 HOT COMPANIES | 9

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COMPANIES KORR understands the personal trainer. We know that client success is your business. That is why we have designed the powerful tools of metabolic measurement devices with the portability and affordability that will benefit personal trainers. Consider the solutions KORR has to offer:

2019-20

Nutrition- The MetaCheck is an affordable metabolic analyzer that provides an accurate, professional resting metabolic rate measurement. Measuring a personâ&#x20AC;&#x2122;s metabolic rate will reveal the foundation for a weight loss or nutritional counseling program. KORR then provides hundreds of meal plan programs designed by licensed dietitians to help you construct the ideal solution to help each client reach their goals. These plans are communicated through an easy-to-navigate app that encourages communication and accountability. 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. In the past, trainers have had to send clients to universities 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. Custom Workouts- The CardioCoach app is unlike any health and fitness app currently on the market. It utilizes an individualâ&#x20AC;&#x2122;s unique VO2 Max to create heart rate-based workouts 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! The CardioCoach app is able to calculate truly unique and powerful information: How may 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 clients accountable to you and can directly sync to their calorie counting apps to view the overall picture of their energy balance. Technology and biomarkers in fitness are 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 technology.

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CONTACT INFO: COMPANY: KORR

WEBSITE:

www.KORR.com/PFP

PHONE: 866.284.7994

EMAIL:

support@korr.com

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COMPANIES

2019-20 About us Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings worldwide including STOTT PILATES®, ZEN•GA®, Total Barre™, CORE™ Athletic Conditioning & Performance Training™, Halo® Training and Fascial Movement. We’ve trained more than 50,000 instructors in over 100 countries. Product range and services Recognized as The Professional’s Choice™, our premium professional and home equipment line includes the V2 Max Plus™ Reformer, Stability Barre™, Halo® Trainer Plus and the unique Stability Barrel™. We also offer an extensive collection of Reformer exercise accessories, mats, yoga accessories, strength and rehab tools. Education Merrithew provides first-rate education at more than 100 global training centers, offering contemporary courses, workshops, and manuals that provide practical programming options to teach effective group or personal training programs for a range of clientele. Key customers Merrithew caters to exercise enthusiasts, fitness professionals, studio and facility owners, athletes as well as health care professionals.

CONTACT INFO: COMPANY: Merrithew™

WEBSITE:

www.merrithew.com

PHONE:

800.910.0001

EMAIL:

info@merrithew.com

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COMPANIES

2019-20 At National Federation of Professional Trainers, we emphasize the word ‘professional’ in our mission to provide fitness enthusiasts with comprehensive education and real-world certification. We focus on goal-oriented exercise programming that fosters professionalism when working with a variety of client types. Our organization is more than a certification company, we are a family of trainers, industry experts and people who care about the successes of our members. We take great pride in what NFPTCPTs do to make a difference, every day. For over 30 years, NFPT has certified personal trainers; we have positioned our organization as a foundational, fundamental certification for: 1st-time trainers. Passionate people who want to make part- or full-time income in a field they love, or already certified trainers. CPTs who want to be more marketable by demonstrating an allencompassing knowledge with education and certification from more than one organization. Yes, the NFPT Certification Program is nationally accredited and industry recognized, but these are technical tips of the iceberg. We take fitness passion and help make it a life purpose – that’s what we really do. NFPT also provides free in-house continuing education so that our trainers enjoy no-cost CECs for the life of their certification. We also encourage specialization in personal areas of interest with courses in advanced level techniques and/or medical fitness (i.e. cancer recovery specialist or training clients with multiple sclerosis). We stay focused on foundational exercise principles that affect the most positive change, and we support your talents with on-going education to elevate your training skills and your trainer bio. THE NFPT TOP 10 10. Focus on ‘Real-World’ Fundamentals. 9. FREE CECs. 8. NCCA Accredited. 7. 30+ Year History. 6. Club Staff Discount.

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5. Military/Civil Servant Discount. 4. Convenient Testing. 3. No Strings. No Hidden Fees. 2. Industry Recognition & Partnerships. 1. The People. Your Fitness Trainer Family.

CONTACT INFO: COMPANY:

National Federation of Professional Trainers

WEBSITE: www.nfpt.com

PHONE:

800.729.6378

EMAIL:

info@nfpt.com

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COMPANIES Training partners motivate, support and help you perform your best. There’s a training partner who can also help protect you.

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Health and wellness are ingrained in both the culture and business at Philadelphia Insurance Companies (PHLY). The company has been offering insurance to personal trainers, fitness studios, and health clubs for more than 20 years. PHLY also supports its employees through several wellness programs, provides incentives for participation in athletic events, and every employee receives an extra 15 minutes at lunch to exercise. Their headquarters includes a state-of-the-art fitness center where employees can workout, receive personal training or nutrition counseling, take yoga, spin, and other fitness classes. “Many employees have made fitness part of their lifestyle, whether it’s leaving busy desks to workout during their lunch break or using their weekends to train for and participate in walks, runs, and other challenging fitness events. PHLY’s passion for fitness makes them an ideal training partner for fitness instructors. They offer insurance coverage that helps protect trainers of all types. Personal trainers and instructors — specializing in spin, dance, yoga, martial arts, group fitness, and more — recognize the convenience and value in PHLY’s coverages. Trainers can apply online or on a mobile device and receive coverage in minutes. Customers have the ability to renew coverage, pay online, and generate certificates of insurance with PHLY’s easy to navigate, mobile-friendly platform.

CONTACT INFO: COMPANY:

Philadelphia Insurance

WEBSITE:

www.PHLY.com/HF

PHONE: 800.873.4552

The company’s Fitness and Wellness Insurance for Personal Trainers is specifically designed to meet the unique insurance needs of many categories of fitness instruction. You don’t need any special subscriptions with an association to access PHLY’s program.

EMAIL:

phlysales@phly.com

PHLY offers comprehensive general and professional liability insurance coverage. Every PHLY policy also includes abuse and molestation protection. If you’re counseling clients on nutrition and diet in addition to providing training, PHLY provides full coverage at no additional cost. There’s also no added charge for working in multiple gyms, instructing classes in parks, or training at clients’ homes — coverage is provided on and off premises. Learn more about why PHLY is the best training partner for fitness and wellness instructors. Visit them online at PHLY.com/HF. 2019-20 HOT COMPANIES | 13

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COMPANIES Fitness Pros: protect yourself personally and professionally with insurance options from the experts at Sports & Fitness Insurance Corporationâ&#x20AC;&#x201D;all designed specifically for fitness professionals working as personal trainers as well as instructors of individual or group exercise programs, including Pilates, yoga, dance, martial arts, boot camps, cycling or similar fitness programs.

2019-20

Coverage follows the professional wherever they work in the U.S., whether they operate out of a single club, multiple clubs or even at a public facility such as a local park or activity center. Proof of coverage is delivered to your phone in just 5 minutes! TAKE 5 SAVE $10! www.sportsfitness.com/pfp Fitness facility and studio owners protect your business with our comprehensive coverage tailored to the fitness industry for over 34 years! SFIC is the Program Manager for Liberty Mutual Insurance for the fitness industry. Coverage provided in the program includes: Commercial General Liability, Commercial Property, Workers Compensation, Professional Liability, Personal Injury, Advertising Injury, Sexual Abuse & Molestation, Medical Payments and Surety Bonds. And, there is no exclusion for Athletic Participants or Nutritional Counseling!

CONTACT INFO: COMPANY:

Sports & Fitness Insurance Corporation

WEBSITE:

www.sportsfitness.com

PHONE: 800.844.0536

EMAIL:

askus@sportsfitness.com

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COMPANIES

2019-20 Total PT Fitness is a professional software for personal trainers. Manage more clients, enhance your professional image, increase your income and train clients online or in person. It includes tests, video exercises and meal planning for nutrition. Total PT Fitness is available as an online subscription service or as a desktop install for one price and no additional fees. Testing:  Track fitness tests and provide detailed fitness summary reports.  Access over 150 fitness tests.  Provide health risk questionnaires.  Includes athletic, senior and youth tests.  Create your own tests.  Implement test protocols for specific sports and training results. Exercise programming:  Choose from over 3000 exercise videos to create custom fitness programs.  Add your own video.  Create your own custom workout templates.

CONTACT INFO: COMPANY: Total PT Fitness

WEBSITE:

www.TotalPTFitness.com Nutrition consults:  Assess calorie requirements.  Perform diet analysis.  Provide detailed meal plans.  Add your own meal plans.  Create shopping lists and recipes.

PHONE: 800.750.2756

EMAIL:

sales@totalptfitness.com

Client portal:  Online system provides client online portal.  Clients receive workout programs on mobile devices.  Built-in messaging and communication portal.  Clients access meal plans on mobile devices.  Branded with your company logo. No long-term contacts with free training. Free 2-week trial and discount on annual subscriptions! 2019-20 HOT COMPANIES | 15

H O T

COMPANIES

2019-20 W.I.T.S. has brought the only standardized health occupational approach to the fitness certification for the last 26 years. Our quality 7 week collegiate education and hands on practical training is primarily offered at colleges and universities. This will assure your clubs and studios to finally break up the cyclical 80% turnover in staffing. W.I.T.S. built out the infrastructure with higher learning institutions so employers and trainers succeed long term. No more Band Aid fixes if you use W.I.T.S.. Compare & change your business for the better.  W.I.T.S. Is The Only NCCA Accredited Practical Skills Exam & Written Core Knowledge Exam  W.I.T.S. Is The Only Pre-approved Certification for College Credits Towards A Degree  Industry 1st : Employer Internships For Graduates That Perform!  Continuing Education With Purpose - Sales, Marketing, Fitness, Management & Lifestyle Wellness Coaching

CONTACT INFO: COMPANY:

W.I.T.S. [World Instructor Training Schools]

WEBSITE:

www.witseducation.com

PHONE: 888.330.9487

EMAIL:

dlewis@witseducation.com

Visit us at Club Industry Show - Booth 511

| 2019-20 HOT COMPANIES

SPEAK

WRITE

GET NOTICED

EXPAND YOUR OPPORTUNITIES IN FITNESS AS A SPEAKER OR AUTHOR

FRIDAY, OCTOBER 11, 2019 | CHICAGO

PUBLISH THAT BOOK.  WRITE THAT ARTICLE.  SPEAK ON STAGE.  GET NOTICED! 

ONE-DAY WORKSHOP FOR FITNESS PROFESSIONALS

Hosted by:

LINDSAY VASTOLA

Editor & Speaker, PFP media

GREG JUSTICE

CEO, Scriptor Publishing Group

LISA SIMONE RICHARDS Publicity Coach

Co-located with:

For details visit www.ImpactAndInfluenceEvent.com