Personal Fitness Professional Spring 2020

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KEEP MOVING FORWARD FINDING OPPORTUNITY IN UNCERTAINTY CREATING A VIRTUAL FITNESS STUDIO SOCIAL DISTANCING’S IMPACT ON FITNESS PROFESSIONALS

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 2-night hotel at SUCCEED by Sports & Fitness Insurance ($500 value)

The 2021 PFP Trainer of the Year (TOTY) will be selected from the 2020 Trainer of the Month (TOTM) winners.

TOTAL PRIZE PACKAGE WORTH MORE THAN $7,500... AND MORE TO COME!  Functional Aging Institute (FAI) Education plus Business VIP Package includes: • Functional Aging Specialist Certification ($399.00 value) • Two (2) VIP tickets to the 2020 Functional Aging Summit ($600.00 value)

Functional Aging Business Mastermind meeting ($1,200 value) 1-Year Lease of the BodyMetrix Professional System Ultrasound Body Composition ($1,895 Value)  PowerBlock U50 Club Set ($795 value)  Lifetime membership to The Academy online resource and community for fitness business owners by Fitness Revolution ($599 value)  Choice of any NSCA Certification Exam and associated textbook by NSCA ($575 value) •

 Premium Certification Package by NFPT ($400 value)  1-year membership to FiTOUR Total Access: receive access to complete each of the FiTOUR in-home certifications with online study materials ($300 value)  A complimentary full conference registration to any 2020 Medical Fitness Tour event courtesy of the MedFit Education Foundation ($299 value)  Featured profile in the 2021 Winter issue of Personal Fitness Professional magazine!

EACH TRAINER OF THE MONTH WILL RECEIVE OVER $3,600 IN PRIZES (AND MORE TO COME!):  Functional Aging Institute (FAI) Education plus Business VIP Package includes: • Functional Aging Specialist Certification ($399.00 value) • Functional Aging Business Mastermind meeting ($1,200 value) • Two (2) VIP tickets to the 2021 Functional Aging Summit June 5-6 in Denver, CO ($600 value)  A 1-year AFS + SUCCEED! Membership that includes one (1) full convention ticket to SUCCEED! AFS' Annual Fitness Business Convention & Expo ($500 value)  National Corporate Fitness Institute (NCFI) Certified Corporate Fitness Specialist Certification by ($295 value)  Standard Certification Package by NFPT ($249 value)  MedFit Network one-year professional membership ($169 value)  AAAI/ISMA “One World” Conference Registration ($150 value)  One in-home certification from FiTOUR ($99 value)

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www.PersonalFitnessProfessional.com VOLUME 22 | ISSUE 2 president

FEATURES

chad griepentrog | chad.g@rbpub.com publisher

josh vogt | josh@rbpub.com audience development manager

rachel spahr | rachel@rbpub.com national sales director

josh vogt | josh@rbpub.com editor

Erin Eagan | erin@rbpub.com creative director

kelli cooke | kelli.c@rbpub.com contributing writers

Eric Mitchell, Pat Rigsby, Stephanie Silber, Anna Woods

Stress, strain, distress and eustress

Explode Your Athlete Performance Program The 6-step program built on principles, not tactics

By Andrew Simpson

How can they be leveraged to fuel your passion as a fitness entrepreneur?

By Shay Vasudeva

featured columnists

Dean Carlson, Vito La Fata, Sean Greeley, Nathalie Lacombe, Chad Landers, Kelli Watson

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LETTER FROM THE ADVISORY BOARD

FOLLOW TOTY

Lindsay Vastola

Jolie Glassman www.JolieGlassman.com

The most intense agility test

J

ust a handful of weeks ago, my original message for this issue was a perspective on your personal and professional development. In the short time since, the COVID-19 pandemic has brought the world to a halt, the conveniences of daily life have been uprooted, and our industry has seen unprecedented shutdowns and is faced with an unpredictable future. It was only necessary that my message to you changed, too.

As the wave of shutdowns worked its way around the globe, the panic across the industry was palpable. The urgency to move online, sift through government financing, and communicate with clients and staff, all while figuring out new ways to offer fitness has overwhelmed nearly every corner of the industry.

What quickly became apparent was the stark difference in the response to the quickly changing landscape — individuals, businesses, and industry organizations alike. Some have taken it on as if a sport; bobbing, weaving and dodging obstacles while making swift adjustments as if they’d been training and waiting to rise to the challenge. Then there have been those who have tripped, stumbled and sadly have already been defeated. One could argue that agility is the difference between those who are leading with strength and those who are struggling to keep up.

Agility — the simple definition — is the ability to move quickly and easily with control.

We are acutely aware of the importance of agility and understand the costly consequences if it goes untrained.

The COVID-19 pandemic has been an intense test of our agility.

It’s testing our mental and emotional agility as individuals, as parents, as community members and as caregivers. It’s testing our business’ agility to adjust to unchartered terrain while trying to anticipate and plan for what is ahead. It’s testing leaders to move quickly and lead with confidence. It is also testing the agility of our industry as a whole.

The fitness industry will look different on the other side of this — it already does.

Consumer expectations are changing. The services we offer and how we deliver them will need to change, as will the skillsets and knowledge we will need to deliver these services in a meaningful way. The most agile fitness leaders will be best equipped to navigate the short-term and succeed in the long.

As you read this issue focused on career development, I implore you to challenge yourself to focus on what new knowledge and diverse skillsets — beyond the exercise — you need to remain agile through this adversity. The industry needs the strongest, most agile version of you now more than ever!

Lindsay Vastola is the founder of VastPotential, a professional development company helping fitness business owners, managers and success-driven fitness professionals develop and apply the Emotional Intelligence (EQ) required for personal and professional leadership. Lindsay is the founder of Body Project Fitness (2007) and served as the editor-in-chief of Personal Fitness Professional (PFP) magazine from 2011-2019. She serves on several fitness industry advisory boards and is a speaker and educator across industries.

Career Development What past opportunity did you take advantage of that has been the most rewarding?

I'd say it's always staying in action while immersed — and then opportunities just come, and keep coming as it's the track you're creating and following. I was the type to always take advantage of many opportunities and contests and just overachieve and push hard in everything I do. So, my life and my business are the reward. How I live and get to live, is the reward.

It's the journey, and it's created moment-tomoment, not for one day, someday.

What are some of the career-boosting opportunities to advantage of right now?

In these times, you need to really stand out and differentiate yourself from others as the market is saturated, yet there's always room for talent, skill and amazingness. Fitness professionals need to define who they are, and what they’re offering and focus on what they're the best at. Then work harder on yourself than you do on your job and life becomes easier. We have a saying in fighting, "When you're not training, someone else is training to kick your ass." So stay in action, get strategic partners and build your network and an amazing team. Utilize everyone for their strengths, and then plan, create, generate and stick to your brand and make your ripple effect.

What opportunities are you currently exploring to expand your business/career?

I'm grateful and blessed and excited for my next chapters. I'm writing two books: Wisdoms of HER-O-wIN-E Ages (How I Went From Last to Badass) and Life According to the Rules of Boxing. I'm also creating mind-body-spiritfitness events and retreats as I've recovered naturally, with no meds and surgeries, from so many injuries and herniating 11 discs in my spine. I'm looking into ‘stacking’ and venturing out and including lots of healing and recovery and balance in mind, body and spirit. So I'm truly excited for all that I've done, and all that I'm co-creating with source energy that's to come ‘stacked’ of all the studies and successes throughout my life, combined…so stay tuned!

CONTENTS

Volume 22 | Issue 2

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12

FINDING OPPORTUNITY IN UNCERTAINTY

JOURNEY TO SUCCESS

Leaving His Legacy This jack of all trades is a master of many Erin Eagan

Our colleagues share their ideas as we navigate through these unprecedented times

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20

CRAFT YOUR OWN CAREER

CREATING A VIRTUAL FITNESS STUDIO

5 outside-of-the-box fitness options to consider

A new reality that focuses on simplicity and time-saving methods Anna Woods

Stephanie Silber

22

SOCIAL DISTANCING’S IMPACT ON FITNESS TRAINERS

Transitioning from in-person to online instruction carries some unknowns Eric Mitchell

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3 CATEGORIES OF FITNESS OWNERS

Are you in the ‘doing the right things’ category?

Pat Rigsby

DEPARTMENTS

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LETTER FROM THE ADVISORY BOARD

The most intense agility test

Should you become self-employed?

Lindsay Vastola

Chad Landers

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10

BUSINESS STRATEGIES

Design a professional learning plan for the year ahead

Sean Greeley

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FIT MONEY MINDSET

The 3 “C’s” of professional development

Dean Carlson

6

09

MENTOR’S CORNER

BEST PRACTICES

Turn your fitness hobby into a successful career

Kelli Watson

10

VISION & VISIBILITY

Grow your business, income and impact

Vito La Fata

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SPOTLIGHT

Mindbody

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MEET THE FINALISTS PFP 2021 Trainer of the Year

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EXERCISE SPOTLIGHT Merrithew

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NEW ON THE MARKET

The latest trends in fitness equipment

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2020 EVENT CALENDAR

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HERE & NOW

Should you specialize or diversify?

Nathalie Lacombe

BUSINESS STRATEGIES Sean Greeley

www.npecoaching.com

Design a professional learning plan for the year ahead

W

hat business skills will you need to learn to grow your income this year?

If you’re like most, your answer will be something like “master marketing.” More leads equals more clients and more revenue… right?

Wrong.

Whether you’re a newly certified personal trainer, an established career professional, or a studio owner, you’ll need to learn a more diverse set of business skills than marketing to achieve your goals.

Following are five powerful fitness business growth questions that will drive your continued success in the long term. Reflect on your answers to each question, self-assess how confident you feel about your knowledge level and give yourself a score from 1-5 (with 1 being not very confident and 5 being extremely confident): 1. How well have you defined what success looks like for your career and business in the year ahead? How well developed a plan do you have to achieve your goals? Your business strategy is your plan to achieve your goals. What do you want to achieve?

How will you measure it? What’s your plan? How will you best lead others? What to add: leadership, strategy, team development.

2. How well do you know WHO is the best client for your business, WHERE you’ll find them, WHAT you’ll say to engage and inspire them and HOW you’ll lead them to commit to the journey required to achieve their goals (and sign up for your programs)? If you need to upgrade here, add marketing and sales communication systems to your learning plan.

3. How clear are you on WHAT success looks like for your client and HOW you’ll deliver unique value in serving them to differentiate your business from the competition? The better you understand the desires/goals and problems/challenges of your clients, the better positioned you are to powerfully serve them. What to learn: client engagement, satisfaction, retention and lifetime value.

4. How well do you understand the numbers (and decisions) that drive revenue, profitability and cash flow with your business to ensure financial success? If you don’t manage the money that goes in and out of your fitness business, you’ll always struggle.

That means understanding margins, cost structures, profit & loss statement, balance sheets and forecasting business revenue/ cashflow. If that’s Greek to you, learn basic accounting and finance.

5. How much fun are you having each day? Are you enjoying the journey to achieve your goals? If you’re not enjoying the journey, you may wonder if this career path is for you. The keys are time and energy management, so you can enjoy the present moment (whether you’re working or not) and build the perfect calendar to support your growth.

Most people make the mistake of investing all their time learning in just one domain.

Review your scores. Where are you most confident? Where are you least confident? Let your insights guide building your personalized learning plan for the year ahead.

Most people make the mistake of investing all their time learning in just one domain. Or they find it more comfortable to continue improving their strengths, but ignore key areas they need to develop.

Don’t let that happen to you. Take time to regularly assess your greatest areas of opportunity for personal and professional development and commit to stepping outside your comfort zone to grow your knowledge base. Doing so will allow you to develop the business skills required to ensure continued success for years to come.

Sean Greeley, founder and CEO of NPE, has an unrelenting passion for empowering fitness business owners to grow their business and create the life they want. Since 2006, NPE has helped over 45,000+ fitness professionals and business owners in 96+ countries grow to the next level.

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FIT MONEY MINDSET Dean Carlson

www.FitForProfit.com

The 3 “C’s” of professional development

S

uccessful trainers are not born; they are forged from hard work, grit and determination. The trainers that last are committed to excellence and a drive to never stop learning and growing. Here are three things that all successful trainers are constantly working on.

1. Their Craft. Successful trainers develop a philosophy of training and work to master it throughout their careers. The willingness to continue learning by taking continuing education courses and certifications, get coaching and building a skillset is crucial. More importantly, successful trainers learn to apply that knowledge appropriately to the unique human being in front of them at that moment.

Dig into the latest research, be committed to evidence-based training and be able to back up why you do what you do.

2. Their Coaching. Successful trainers understand that creating desired outcomes for their clients is as much art as science. They understand there can be a significant difference between “trainer” and “coach.” Trainers understand the mechanics of exercise science and how to properly apply them. Coaches understand that successful outcomes go beyond mechanics to mindset, relationship and influence. To its credit, the fitness industry is waking up to that fact. At the next industry event you attend, you are very likely to see presentations and workshops on behavior change and modification, improving communication skills and emotional intelligence. Adding these to your skillset will help you grow personally and professionally.

3. Their Cash. Successful trainers take care of their money.

According to Payscale.com, the average hourly pay for a personal trainer is $19.11, or roughly $40,000 per year. Thirty years ago, that was a decent living; today not so much. To grow your income, you will need to invest some of your pay into continuing education and career development. Open a bank account dedicated to your education and set aside a percentage of your income into it, every time you get paid. Take a personal finance course. Learn how to invest.

Work on reducing debt. If you currently own a gym you know cash flow counts. If you dream of opening your own gym or studio down the road, start saving now. Maximizing every dollar matters.

Personal training is a high calling. It’s more than sets and reps, it’s about changing lives. The industry needs you to be successful. Focus on the “Three C’s” and create a fulfilling and lasting career.

Dean Carlson is a certified Profit First Professional and in 2016 founded Fit For Profit, providing fitness business owners with the coaching and tools they need to manage their cash easily and keep more of their hard-earned money. He is passionate about helping fitness entrepreneurs stop worrying about finances and start building the business of their dreams.

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MENTOR’S CORNER Chad Landers

www.pushprivatefitness.com

Should you become self-employed?

P

ersonal trainers often start their careers as employees at a commercial facility. The gym provides the trainer with clients while the trainer “learns the ropes” of the profession and hopefully builds a loyal following.

Over time, a busy trainer may find that long gym hours, lack of control over their own schedule and relatively low compensation leads them to consider either becoming an independent contractor at a facility, or even opening their own facility. While this can be the start of a long and lucrative career, the change from employee to entrepreneur shouldn’t be done blindly.

Even with existing clients willing to follow the trainer, remember… clients get sick, go on vacation and have other personal issues that may keep them out of the gym. And when training revenue suffers, a self-employed fitness professional will no longer get paid sick days, vacation days, work breaks, etc.

Also, many fitness professionals find it difficult to generate new business without their former employer sending prospects their way.

But perhaps the biggest obstacle is understanding how to budget and save money to cover the taxes associated with self-employment.

First, there are Federal and State income taxes. The trainer must now save these taxes themselves and submit them to the IRS and their State tax authority on a quarterly basis. There can also be local income taxes at the city and/or county level.

There is also a “self-employment tax” of 7.65% to cover the “employer” part of payroll FICA taxes (Social Security and Medicare) as well as the 7.65% “employee” portion they were already having deducted from their check. Put simply, self-employed persons must pay the entire 15.3% FICA tax, as they are both the “employer and employee.”

Other employment taxes typically paid on behalf of an employee include Federal and State unemployment tax (FUTA & SUTA) and Worker’s Compensation Insurance (to benefit the employee should they get injured on the job). In most states, self-employed individuals do not pay FUTA, SUTA or Worker’s Compensation, so they will receive no financial benefits should they become unemployed or injured on the job. Entrepreneurs should consider additional savings in an “emergency fund” and disability insurance.

So yes, a trainer with a loyal following that can generate new clients should consider becoming an entrepreneur, but with the understanding that budgeting, saving and accounting will be as critical to their success as exercise selection and client programming.

Chad Landers is a graduate of the University of Illinois with a BS in Kinesiology. He is a Certified Strength and Conditioning Specialist with the National Strength and Conditioning Association and has a Graduate Diploma in Sports Nutrition from the International Olympic Committee (IOC). Chad has been a personal trainer in Los Angeles for 27 years, and has owned his own gym, Push Private Fitness, for 17 years.

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BEST PRACTICES

VISION & VISIBILITY

Kelli Watson

Vito La Fata

www.scriptorpublishinggroup.com

www.vitolafata.com

Turn your fitness hobby into a successful career

Grow your business, income and impact

S

F

o, you’re passionate about fitness? That’s fantastic!

Now the question is whether you’re ready to turn your fitness hobby into a successful career.

According to a 2018 IHRSA report, fitness is a $94 billion industry which continues to grow by about 8% per year. Those statistics mean there is a lot of possibility!

If you’ve been teaching group exercise or training part-time, and you want to take the next step toward making it a career, here are a few tips to get you started.

Find a mentor. Seek out someone who has already done what you want to do. Learning from someone who has knowledge and experience is the best way to move forward quickly.

Grow your knowledge base. Many fitness professionals are passionate practitioners but lack knowledge about building and running a business. If that sounds like you, then invest in some business courses to pick up the skills you need.

Also, many organizations offer small business development programs, so check those out in your local community. And don’t forget that there are plenty of great books out there as well!

Put pen to paper. Developing a business plan is essential. A business plan includes your mission statement, types of services you plan to offer and a financial strategy for achieving your goals.

Having a clear vision and written plan for achieving it is what differentiates those who will be successful from those who will not.

As more and more people focus on their health and wellness, opportunities in the fitness industry continue to grow. For this reason, many people in this industry have made careers out of doing what they love to do.

If you’re ready to take the next step, you, too, can develop your fitness hobby into a lucrative and rewarding career.

Kelli Watson is a best-selling author, coach and presenter. She coaches fitness professionals and business executives through the Todd Durkin Mastermind Group and the Todd Durkin IMPACT Coaching Program. In 2017, she co-founded Scriptor Publishing Group, a publishing company dedicated to helping people share their stories and publish their books. With more than 15 years of industry experience, she specializes in business and personal development, helping fit pros and business owners discover their keys to success.

Email kelliwatson88@gmail.com.

itness and health professionals are not making enough money for the time they invest in their careers. Recently, I was presenting to 75+ health and wellness professionals.

Many had the same story; they were overworked, underpaid, had no control of their business and financial future. And frankly, they worried about their careers and ability to sustain their business.

I had those same struggles as a trainer when I owned a studio.

Where would new leads come from? How was I going to make more money without being stuck in the business? Unfortunately, everything I had been taught in the industry was focused around training clients, not managing or growing a business.

What very few people tell you is that all the training certifications, equipment purchases, programming sessions and classes in the world won’t make a difference if you can’t market well enough to get paid what you’re worth.

In 2010, I was facing near bankruptcy, lost my house and thought my studio might go under, but I made THE most critical investment that has given me control over my ability to generate money. I began to invest every extra dollar I had in studying business, marketing, selling and all the business skills we are not told to focus on, but that I saw successful business owners putting ALL their focus on.

That single decision helped me go from broke ($105,000 in debt) to making my first million in just four years.

The power of knowing how to market your business and think strategically gives you control over your life and business. The sad thing is too many people in our industry avoid these things, under the guise that, “I’m not in it for the money,” or “I don’t like marketing and selling.”

If you want more for your life, make the decision right now to start studying, investing, wood chipping into your head everything you can about how to market effectively.

I suggest resources like the ones www.thevisionaryplanner.com which can teach you how to build a business from the ground floor up. Dan Kennedy, the ‘God Father’ of Marketing, has 25+ books on business and marketing. He’s a great resource to develop your marketing prowess.

Start today. Don’t deny yourself the income your family needs.

Don’t deny yourself the impact you could make if your business grew more. Don’t deny yourself freedom and control. Your dreams wait on this critical decision.

Vito La Fata, is co-founder of The Visionary Planner and Fitness Profit Systems.

A marketing and brand building specialist, Vito coaches his students to build a brand as true visionaries looking to shape the world and their life in bigger and better ways. For free trainings on 5 Steps to Build Your Online Business, head to www.thevisionaryplanner.com or www.vitolafata.com.

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SPOTLIGHT: MINDBODY partner.mindbodyonline.com/personal-fitness-professional

To Keep Moving Forward During COVID, Fall Back on Your Adaptability

W

hat happens when nature presents a problem you just can’t quickly fix?

That’s a question the whole world is trying to answer right now in the wake of the COVID-19 pandemic. But asked a different way, on a different scale, it’s a question that personal trainers have answered for as long as there have even been personal trainers.

“How do I fix this horrible back pain?”

“What can I do to look my best?”

“Who will help me achieve this goal I’ve never been able to achieve on my own?”

For personal trainers trying to keep their businesses healthy right now, the advice in part is the same as it’s always been: stay scrappy, creative and adaptable in order to overcome your adversity. Flexibility is what will keep you going over the next few months.

That said, there are opportunities hiding behind those challenges.

One place trainers are turning in a hurry: video-on-demand and livestreaming services like the one Mindbody just launched. (They have a new tab for virtual classes on their iOS and Android apps, as well as at Mindbody.io.)

“It’s a way to allow your community the chance to still keep a connection with your studio and your teachers,” says Jill Simpson, co-owner of British fitness studio Ebb&Flow. When it comes to livestreaming and on-demand classes, they’re all in during the lockdown.

The result? Around 90% of their members moved to online classes. To be totally honest, until last week, we had zero plans of offering remote training.

While it’s certainly been difficult, Simpson says the forced migration to the online world has had an interesting impact. “It makes the live classes much more realistic — less staged and with more atmosphere.

It gives the teachers a focus, a determination that has evolved into a

great team spirit.”

Gymnazo, a functional training facility in California, moved quickly to confront COVID, and they’ve found their client base has adapted with them. “We had an email in our clients’ inboxes a week before our city announced a ‘shelter in place’,” says Paden Hughes, Gymnazo’s co-CEO. “[The email] showed them how we could migrate their memberships online, continue to support them and deliver the very elements they would be in short supply of: community, structure and accountability.”

The result? Around 90% of their members moved to online classes.

“To be totally honest, until last week, we had zero plans of offering remote training. For some reason, whenever we checked out what people were doing online, it was uninspiring,” says Hughes. “But within one week, our hearts have changed.”

It seems especially true these days that we have no idea what the world’s going to look like in two weeks, let alone in two months. It’s easy to forget, though, that that’s always been the case.

In the meantime, with some luck and a little flexibility, here’s hoping you, your family and your business come out of this crisis healthier and stronger than ever.

Journey to Success

By Erin Eagan

LEAVING HIS LEGACY This jack of all trades is a master of many

P

ete Holman is a man who has worn many hats throughout his illustrious career in the fitness industry. But he is an exception to the “jack of all trades, master on none” label that describes many others. Quite the contrary. In fact, Pete is a master of many.  Pete is a certified strength & conditioning specialist and leading fitness expert who has educated trainers and delivered lectures all over the world on biomechanics, core strength and functional performance training.  After receiving his Master’s in Physical Therapy and working at Aspen Sports Medicine Clinic, he opened up his own private prac-

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tice. His client list has included Fortune 500 hundred business owners from Jones Apparel, Progressive Insurance and Fiji water as well as celebrities including Ed Bradley and Kevin Costner.  Finding a passion in TaeKwon-Do, he made the US national team after only two-anda-half years of training and three years later became US team captain and national champion.  He is a leading product innovator. Pete’s dedication to advancing the fitness industry has inspired him to create multiple products that continue to impact fitness enthusiasts and athletes worldwide. His first product, The Functional Training Rack, was licensed to Perform Better in 2008. His second product,

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the RIPCORE-FX, was acquired by TRX and is now referred to as the TRX Rip Trainer and has grossed over $20 million in worldwide sales. Another product, a plate loaded Hip Thrust machine called the Glute Drive, was licensed to Nautilus and became their number one selling commercial strength product, selling over 2000 units in its first year.  Pete recently authored his first book, a fictional piece called CRUZ, published by Scriptor Publishing. A book for the underdog, it is an inspirational story of adversity and growth.

For Pete, it isn’t just about what he’s accomplished in his career. It’s about who he has become along the way. Through all the peaks and valleys, he has maintained focus

PETE HOLMAN

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with help from a quote by Bruce Lee that has always resonated with him: “In every passionate pursuit, the pursuit counts more than the object pursued.”

Pete explains, “What he’s saying is, you can have goals, but it’s the work, the discipline, the dedication and the path towards those goals that make you who you are. Through that hard work and adversity is when we really come into ourselves and actualize our human potential.

It’s all about the pursuit.”

Throughout his journey to greatness, he has never wavered in his mission to impact and elevate others. In these trying times, Pete Holman is a voice of reason and a pillar of strength when many need it most. He shares with us what he’s learned from adversity and how that might help today’s fitness professionals: You’ve been forthcoming about having gone through times of struggle during your career. Do you have any advice or words of wisdom you’d like to share with those who may be in a similar situation right now?

First and foremost, preparedness is everything.

About 10 years ago, when I was launching the RIPCORE-FX, what people didn’t see was that behind the scenes, I lost my house in the pro-

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cess. I was sacrificing my hours as a trainer and went all in on this business. I’m not saying I regret that, but the point is I wasn’t prepared financially for distress.

One of the things we struggle with most as trainers is that we work from the heart in our desire to want to improve people’s health, wellness and vitality. We don’t always have the best financial acumen and resources. The first conversation I have with someone who wants to be mentored is to get your finances in line and make sure you have some reserve money in the bank so when adversity comes you’re not handcuffed or swimming in deep water because of an external situation.

Rule #1 is learn your lesson. Sometimes lessons are hard-learned. I learned a very hard lesson when I lost the house. That’s why this time around I’m in a position where I’m not panicking that I’ll lose anything of magnitude.

Rule #2: It’s a time to really be nimble. It’s a tremendous opportunity because the “I don’t have time” clients have time now. We have the ability as trainers and coaches to hone in on their diet/ nutrition, stretching programs and on their exercise routine. With clients who typically can only train two times a week, it’s a good time to bump it up to three times a week. Maybe even give a

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price break so the client thinks they’re getting a deal, but the trainer is actually still making more money than they would normally.

Rule #3: This really is a great time to spend time on professional development. We get into this business because we love to help people improve their health, fitness and vitality. But after we get to be hot-shot trainers and we’re booked out, it gets tiring being out on the floor 11 hours a day. Are you interested in online coaching? Have you ever wanted to launch a podcast? Maybe you want to do some writing and build a website because you want to grow and build your brand. Think like a business.

‘What is my vision? What is my mission statement?’ How can I package myself as a leader in this niche?’ This is a unique opportunity where you have three, four, five hours a day now to really hone in on some of these projects. Act now and seize the day, and in 6-8 weeks you could be an expert.

What are some of the blind spots that hinder many of today’s fitness professionals?

A lot of the younger professionals really expect things to happen overnight. That’s to some extent the nature of our society. We’re very convenience-oriented… immediate access to our

cellphones and information and content. For the majority of successful business owners, it takes them years to develop their skill set and to actualize success in their industry. I think just having patience, being diligent and not expecting things to come overnight, because it is through that adversity and that process that we come to actualize our potential and really learn how to succeed in business. Hone your skills and over time you’ll become the expert that you want to be.

What is the biggest mistake you’ve made in your career? How did you remedy that mistake and how has it made you better?

My biggest mistake was not trusting my instinct with my second product RIPCORE-FX. The product was selling like hot cakes. We had delivered a dozen continuing education courses with 5-star reviews and were set to launch at IHRSA 2011. However, we needed to raise more capital and I started to become overwhelmed with both financial and time constraints. When we were approached by TRX, it was like the most attractive woman in the room walking up and asking you to get married. TRX was leading the world in functional training, had a huge platform and was aligned with our

product and education. We were smitten by them and agreed to a deal.

It was a constant struggle to fight for internal resources, time and money to bolster what came to be known as the TRX Rip Trainer, and I eventually lost interest. Hindsight is always 20/20, but if I had to do it over again, I would have trusted my skills, my team and my instincts and kept my company. This experience taught me a great lesson and has inspired me to search for a product that I can launch on my own, build my own team and swing for the fences… stay tuned!

Was there ever a time in your career where you felt like you were just spinning your wheels? If so, how did you get through that and on to something better?

There have been many different phases of my life and some have been filled with tremendous adversity. To be completely transparent, I am in a challenging phase currently. I have been a Personal Trainer for nearly 30 years and a Physical Therapist for 23 and although I love what I do, I feel my body starting to break down. Additionally, I have other interests such as presenting, educating and product design and development. I am currently developing digital online education and coaching

programs and preparing to launch my latest product. One practice that I am in the habit of doing is creating a year-to-year strategic plan. In this plan, I list out my two to three big objectives for the year and usually one “pie in the sky” vision. If your plan is to expand your practice, open your own facility, write a book or create a product, you have to plan for it! I expand my plan to include every detail about action steps, timelines, revenue forecasts, systems needed and then I simply go out and follow the plan. Of course, life throws us curveballs so we need to be nimble and pivot when necessary.

What is in your future one year from now?

Five years from now?

I often think about my future and my legacy.

My goal in the next few years is to align myself with products, education and consulting that allows me to have maximum impact on worldwide fitness. Most of us in this industry are geared towards positively impacting someone’s life, just like my TaeKwon-Do instructor did for me 30 years ago. Similarly, my largest dream is to have people using my products and content long after I am gone to achieve optimal health, wellness and vitality.

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FEATURE ARTICLE Stephanie Silber

www.fitswop.com

CRAFT YOUR OWN CAREER 5 outside-of-the-box fitness options to consider

By Stephanie Silber | www.fitswop.com

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rainers are in high demand. Club Industry reported in 2019 that employment for personal trainers is predicted to grow 13 percent between 2018 and 2028, which is a rate much faster than average compared with other occupations.

The down side, however, is that the turnover rate for trainers remains high for reasons including long hours and inconsistent schedules, unreliable pay, or training less than motivated clients (resulting in even more unreliable pay).

Crafting a career in fitness often requires creativity and innovation in order to scale and be successful. Why? Truth be told, there can be drawbacks to relying solely on clients for dollars. Income is based upon a client’s commitment and often requires that a fitness professional’s schedule is based on accommodating everyone else. Tom Nikkola, in an article entitled “Why Personal Trainers Burnout,” cites many of these reasons and encourages trainers to think of ways to generate income outside of training clients in order to stay in this career “for the long haul.”

When considering a career in fitness, most immediately think of two options:

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1. Work in a gym or studio.

2. Open a gym or studio.

These options can be excellent ones, given that a fitness professional is able to find a job with competitive wages or open a studio successfully. However, not all care to open a brick-and-mortar business or want to work in the current state of many gyms, paying low wages and offering only sporadic hours. “In situations where regular paid hours are not possible, almost every trainer needs to have some other ancillary revenue stream where they’re not trading time for money,” Geralyn Coopersmith of Coopersmith Consulting stated in the most recent Club Industry report.

One of the best ways to discover new options is by looking around to people in the industry who have been successful and learning how they did it. Some of the most prominent fitness professionals influence far more than the clients they serve individually.

They find a way to serve the industry as well.

What are some unique ways a fitness professional can pair fitness with other skills to

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craft a career that is scalable? Here are some concrete ideas for using fitness as a “catalyst for your success”: 1. Fitness + Administration: Careers in fitness don’t have to necessarily be solely within the spaces of the weight room. Some find their space in more of a corporate setting, working for an organization in fitness (to which there are countless). Point being: there are options in addition to being a traditional trainer or fitness instructor. Consider program director, manager, sales and any other forms of administration. Look at jobs posted through a fitness association you admire (a recent search yielded positions under a fitness education company for partnership sales associate, graphic designer, program director, etc.). Many of these jobs allow you to work remotely, providing possible time to work in and out of the gym setting.

2. Fitness + Social Media/Media Production: Many fitness studios hire out for social media content production, and you could head that up if social media is a skill of

CRAFTING A CAREER IN FITNESS OFTEN REQUIRES CREATIVITY AND INNOVATION IN ORDER TO SCALE AND BE SUCCESSFUL. yours. When you are not training, you could be walking the floors, capturing images of the studio to produce for feeds. This provides an additional stream of revenue outside of direct training time and is a much-needed skill set for many gym owners who don’t have the time or resources for media production. Some gym owners don’t even realize this is an area you could help them in until you offer.

3. Fitness + Writing: There are many courses and opportunities to learn how to write for fitness publications, and make a living doing so. One way to start: guest blogging is a great way to break into industry writing and get your name out there. As you become more proficient and earn a name as a fitness writer, you can learn how to get paid for it.

4. Fitness + Corporate Wellness: Corporate wellness positions are increasing as insurance companies are seeing the value in prevention to lower health insurance premiums. Health coaching is an up-and-coming role that employers are seeking to help their employees

take active behavior change. Medical centers, public health programs and med spas are just a few places to browse for opportunities.

Don’t see an opportunity? Create one. Offer lunch-and-learns to local places that need such programs but may not be offering them and seek to develop a relationship that may foster development of such a program that you could be heading.

5. Fitness + E-commerce: Do you want to get online to create revenue generation? In the modern internet area, making revenue on the internet is a worthwhile option available to all willing to put in the work. There are many ways to do this, but know that if you are training online (although it can be a good option) you are still trading dollars for hours (meaning if a client cancels, you are out of luck). Consider other alternatives to create income, whether it be program design that you sell, courses and e-books or CEC content you could create. Once you create a digital product to sell, it can continue to sell for you after the initial work is done. Placing your content on a marketplace or well-trafficked location

will get you more sales than your individual website alone. Get that content in as many places as you can, and let that passive income pay you long after the project is done.

Crafting a career in fitness requires creativity and learning what you have that is unique to offer as a fitness professional.

The best advice? Study those you want to emulate. See what they have done, and how they have done it. With some planning, thought and dedication to growth as a fitness professional, a career in fitness that is fulfilling and not overly taxing is achievable and worthwhile.

Stephanie Silber is the founder and CEO of FitSwop, the first digital marketplace for fitness and health professionals and their businesses to buy and sell fitness content, resources and programming to each other within their own designated storefronts.

Stephanie is a certified personal trainer and group fitness instructor, and has a Master’s Degree from Miami University and Bachelor of Health Sciences from the University of Kentucky. You can find her at stephanie@fitswop.com.

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FINDING OPPORTUNITY IN UNCERTAINTY

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Our colleagues share their ideas as we navigate through these unprecedented times

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We asked colleagues around the industry to share their insight on opportunity and possibility in light of the COVID-19 shutdowns and the uncertain future of fitness. Here is what they had to say:

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There will be two major types of online programming. The $10-$30/ month programs that contain hundreds, if not thousands, of professionally filmed workouts. Then, there is a second model which is higher priced, but still a fraction of the cost of an in-person, one-on-one personal trainer but provides equal or maybe even better results.

Dustin Maher, Owner, Transformation Center We have a golden opportunity here to genuinely bond our communities together and add more value to our clients and followers. If the focus is on company, culture and community, I think a lot of fitness businesses will have more loyal clients and attract more clients with higher quality leads.

Robin Mungall, Owner, Robin Mungall Fitness This has opened up doors for staff to grow and expand their expertise in areas they weren’t previously comfortable with, allowing our staff to

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shine and to step-up. It has been an opportunity for everyone to grow, including myself as their leader.

Traci Marie Wagner, General Manager, Adirondack Health Medical Fitness Center I think this unique time is an opportunity for fitness pros to study and/ or practice more emotional health strategies to offer their clients.

Sergio Rojas, Owner, Vitality by Sergio The need for medical collaboration and integration of fitness and medicine will continue to be more important.

JR Burgess, CEO, HealthOvators There are short- and long-term opportunities in corporate wellness to offer online programs, virtual seminars and other fitness and wellness offerings for companies to offer their employees.

Lindsay Vastola, Founder, VastPotential Fitness Leadership Development

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Among the many opportunities, a few standouts include cheaper paid traffic and higher organic engagement; media/PR opportunities to showcase how your business carries out its mission without needing a physical base; acquisitions and mergers with struggling gyms/studios; and an incredible talent-pool of trainers seeking employment.

Justin Devonshire, Fitness Business Owner, Mentor & Investor Opens up opportunities for older clientele who may have never been as motivated to embrace technology to now focus on it and receive value from it.

Jesse Jackson, Owner, Inner Strength Fitness Online opportunities have opened up to collaborate with others in this industry I may have never met in ordinary circumstances.

Anna Woods, Founder, sheSTRENGTH

I think the opportunity to expand your base from 3-5 miles to regionally is one of the biggest opportunities that lies ahead.

Ryan Carver, Founder, Leverage Fitness Solutions There is the opportunity to reset, recalibrate and to come back stronger and smarter. We can plan for our re-openings and determine the ways to raise the bar in your client’s experience, for example, more thoughtful cleaning practices. Imagine what doing business with you will look like from a nervous client’s point-of-view.

Farel Hruska, Director of Education and Culture, Chuze Fitness There is an opportunity to become a necessity for your clientele — not extracurricular.

Jolie Glassman, Founder, South Beach Boxing, 2020 PFP TOTY

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FEATURE ARTICLE Anna Woods

www.shestrength.com

CREATING A VIRTUAL FITNESS STUDIO

A new reality that focuses on simplicity and time-saving methods | By Anna Woods

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he future of fitness is trending toward an online presence. Personalized technology for tracking fitness progress is replacing gym scales; functional fitness and bodyweight workouts trump fancy equipment; home gyms enable quick home workouts; there is easier access to high-level trainers and programs via social media; and now, the concern over the spread of COVID-19 in a large gym setting.

Trainers are scrambling to get their in-person fitness programs into a virtual setting as quickly as possible to accommodate the

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needs of their clients who are now working out at home, while also trying to keep their clients motivated to continue.

As with the development of any new style of training, problems arise. There are several ways to address these problems, and the first is to let go of all expectations of how a home fitness program should go. At a gym, most clients and trainers get an uninterrupted, hour-long training session, with easily accessible equipment at their disposal. That is not the case in at-home workouts — children, spouses, animals, FedEx and phone calls are

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just a few of the common disruptions to the focus of the client. Not to mention, the piles of laundry and dirty dishes in the background are just begging to be done first. So as a trainer, encourage the client to let go of all expectations of how previous workouts were completed and set up a new reality for how workouts will go. Throw the all-or-nothing mentality out the door.

New Scheduling Strategies for Your Client: Encourage the client to realize that whatever he/she gets done in the workout program list

upmost importance for a client’s success, and without the weekly face-to-face accountability, the trainer has to find new ways to keep the client on track. This is where it is important to revisit the client’s goals, interests and enjoyed modes of fitness to best suit the client.

Program Ideas for Client Retention: Give the client a new bodyweight skill to practice and master — skills such as handstands, jump roping, single leg squats, pull-ups, plank holds, running or jumping form, learn a new dance, etc.

Third, coach clients via video, just like in person, but keep videos simple and reusable.

At-home fitness goals are slightly different than at the gym for most clients, in that time is of the essence. To help yourself and your client, record all the “live” coaching, edit down and save the videos to an online format and re-use them. Not all clients will want “live virtual” training sessions. In fact, most will want digestible, visual and written forms of the workouts to take and follow on their own time. Therefore, save time and reuse as much as you can.

is something to celebrate. Set aside specific time(s) in a day to work out, write it on the daily calendar or schedule for everyone to see. Program workouts into chunks of time in a day — encourage them to do 10 minutes here and 10 minutes there, checking off the list as they go. This creates a more doable approach and feeling of success by the client, therefore increasing program adherence.

Second, keep things simple. Keep workouts to a minimum use of equipment and space. Repeat common warm-ups and cooldowns over a week’s time. Keep workout templates and organization the same, day-to-day. At-home workouts are already distracting and chaotic, and simplicity and repetitiveness help a client complete the workouts in a quicker, less stressful manner.

While also keeping programs simple, make them enjoyable. Program adherence is of

Recording Strategies for Ease of Use: Record videos horizontal using a phone and a tripod, for best visual clarity. Save workout demonstrations into playlists. For example, all of the warm-up strategies can be saved in one list, all of the dumbbell workouts saved into one list, same for resistance bands, HIIT circuits or any other workout templates coached. This makes it easier to find, distribute and reuse for multiple users. Add closed captions to all videos and provide written descriptions in the box below each video so the client can choose how he or she will follow the program. Loading all videos into one common online platform that all clients can be directed to makes it easier for access and also saves the trainer time.

Fourth, create a virtual community for support and accountability. People still want connection with others, especially now, when everyone is staying home. Something about suffering together for a common goal and/or

friendly competition creates an environment of trust, encouragement, vulnerability and growth.

Creating Connection/Interaction: Facilitate chat groups on messenger, group texts, or set up an online platform to host large group messaging or videos — this is a great way to incorporate connection. Ask questions, post comments, post videos of personal workout achievements, host live chats, create weekly challenges, etc. to keep people engaged and interacting.

Lastly, keep office hours much like in a gym.

Suddenly becoming accessible via message 24/7 can lead to system overload for the trainer, trying to accommodate every client’s needs, all day long. This will lead to burnout in the long run.

Strategies for the Long Game: Clearly communicate and state “office” hours when available to answer messages, coach client videos, provide training sessions and set up appointments. To help, shut off notifications when not in the office, so the tendency to continuously check messages and be available is lessened. This will help the client respect the time of the trainer, teach them to think for themselves and help them step back from emotional needs that may be driving them to constantly message the trainer for assurance.

The online world of fitness can provide a great additional income to in-person training, can be automated and reusable for ease of use and highly profitable, but it requires a different mindset and approach focused on simplicity and time-saving methods.

Anna Woods is a wife and mom to three children. She has been an ACE-Certified Personal Trainer since 2006. She has coached in various gyms, boxes and studios. She currently coaches clients in-person and in her virtual live program, called sheSTRENGTH, from her barn gym in Central Kansas. You can follow her at: Facebook (sheSTRENGTH By Anna Woods Fitness) or Instagram (@shestrength).

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FEATURE ARTICLE Eric Mitchell

www.PHLY.com

SOCIAL DISTANCING’S IMPACT ON FITNESS TRAINERS Transitioning from in-person to online instruction carries some unknowns

By Eric Mitchell | www.PHLY.com

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ocial distancing disrupted the fitness industry and significantly reduced the demand and availability for in-person fitness instruction.

New platforms have made training digitally as seamless as ever, and social media is increasingly an important tool that allows fitness trainers to advertise their expertise and showcase client results.

However, transitioning from in-person to online instruction carries with it some unknowns. Specifically, do I still need insurance even if I am no longer working at a gym that requires me to carry liability coverage?

The short answer is yes, insurance for individual trainers is as important as it has ever been.

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One obvious reason is a goal of prudent risk management generally: to preserve continuity of business operations despite a sudden and accidental loss. Put simply, the ability for a trainer to continue doing what they love despite the fact that something, whether it be a loss of property or someone getting injured, has gone wrong.

Even more critical is the fact that fitness professionals are typically training as an individual and have not set up a separate legal entity for the business. As such, personal assets (bank accounts, cars, houses, etc.) can become exposed if someone were to file a lawsuit for damages arising out of the operations of the individual trainer. This is especially important given the economic

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volatility unfolding nationwide.

As an example, imagine someone were to get injured while working out at home because of a fitness program or exercise routine designed and delivered digitally by you. In this scenario, they could file a lawsuit alleging negligence.

In another example, someone may file a lawsuit alleging infringement upon copyrighted or trademarked content during an online advertisement.

Both of these scenarios can easily lead to damages that can range anywhere from a few hundred dollars in medical bills to multi-million dollar lawsuits (depending on the scope of injury).

Both of these claims examples can be

DO I STILL NEED INSURANCE EVEN IF I AM NO LONGER WORKING AT A GYM THAT REQUIRES ME TO CARRY LIABILITY COVERAGE? THE SHORT ANSWER IS YES, INSURANCE FOR INDIVIDUAL TRAINERS IS AS IMPORTANT AS IT HAS EVER BEEN.

covered by comprehensive insurance policy.

However, some insurance companies may exclude coverage by limiting coverage only to specified premises, excluding advertising claims, or simply by excluding claims arising out of online services outright.

As businesses change, review your policy and ask the following questions:  Am I protected both on and off premises?  Does my policy include claims regarding online services?  Does my policy include advertising claims?  How does my policy reflect my changing business?

Physical exercise is as important as anything else when it comes to our mental well-being.

It is therefore more important than ever for trainers to be nimble in how they deliver their products and services and do so without placing undue financial risk on themselves or their loved ones.

Risk transfer via insurance should empower trainers and provide them with not only peace of mind, but with the requisite flexibility needed to teach and inspire others to be the best that they can be. For these reasons, it is important to review your policy carefully and only purchase insurance coverage from a longstanding, experienced, financially stable and reputable insurance carrier.

Philadelphia Insurance Companies has over 20 years of experience insuring fitness studios, personal trainers, and health

clubs. To us, fitness and wellness are more than just an insurance opportunity. They’re an integral part of PHLY history and culture. Fill out an easy one-page application today or talk with our dedicated fitness & wellness customer service team. Learn more at www.PHLY.com.

Eric Mitchell is a Product Manager at Philadelphia Insurance Companies (PHLY). PHLY specializes in insurance for the fitness industry across the United States. Our Fitness Instructor and Personal Trainer Insurance is specifically designed to meet the unique insurance needs of many categories of fitness instruction.

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MEET THE FINALISTS PFP 2021 Trainer of the Year

January Sharon Bourke

February Melody Schoenfeld

March Alexis Batrakoulis

www.thelifeenergyfoundation.org Life Energy Foundation Rockville, MD

www.melodyschoenfeld.com Flawless Fitness Pasadena, CA

www.ioeti.co International Obesity Exercise Training Institute Lárisa, Greece

What would you consider the factors that differentiate your business from your competition?

Factors or offerings that bring people to my door are the ability to build trust and show empathy for those we serve; our expertise and competence making a difference in the lives of those that experience difficulty navigating activities of daily living let alone working out; and instilling a belief things can change and get better.

What makes you unique?

I don't tend to follow trends, care much about my social media presence or jump on bandwagons. I'm not particularly interested in becoming insta-famous. I'm not afraid to admit when I'm wrong, and I'm not afraid to change my mind when the evidence shows better methods than mine.

Where are you currently seeing the most success in your business?

Exercise for individuals with obesity. It is quite clear that the majority of our clients in the real world are people struggling with the greatest global health challenge of our century. On the other side, I can say for sure that working with previously inactive adults with obesity it is not only a real professional challenge but also a lifetime mission.

What was the best business advice you’ve received?

Make a business plan extending out two to three years from start-up. I tell you it was so hard, but holding that vision, and it has to be a vision, then planning how it would work, invaluable. Once done, keep revisiting it and seeing if it needs tweaking, is what you are doing working?

What’s your next big goal/hurdle?

For Life Energy Foundation LLC to fix the health of this nation. You know, just a little adjusting here and there and the support of the entire fitness industry. I believe we can do it, the framework exists, we just need to step up, organize and do.

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What opportunity did you take advantage of that has been the most rewarding?

I first worked at a big box gym, and when management changed and became toxic and overbearing, I went off on my own, most of my clients followed, and Flawless Fitness was born. When the management at the gym from which I was renting space also became unbearable, I threw caution to the wind and opened my own studio. Seven years later, I couldn't be happier. Sometimes, bad situations turn into wonderful opportunities.

Where do you see yourself in five years?

I have a few ideas for research studies I'd really like to conduct, so I hope to have those published. I'd also like to publish a third book, and I'd love to do more public speaking.

Other than that, I hope in five years my studio is still going strong, and my clients are still realizing their goals and becoming stronger than they ever thought possible.

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What makes you unique?

I am not afraid to fail. In fact, I think that failure is an essential part of a successful and really unique career. Third, I am exceptionally organized and proactive while promoting empathetic listening that helps me solve problems, effectively manage potential crises and communicate smoothly with clients and peers at work.

What are some career-boosting opportunities to take advantage of right now?

Fitness professionals who are seeking to make a real difference in the field nowadays, they should consider how to connect with clients needing health coaching, active lifestyle consultation, exercise for controlled chronic diseases, and active aging. All these types of clienteles are impressively growing while being considered opportunities that can take our career to the next level.

FEATURE ARTICLE

By Pat Rigsby

www.fitnessbusinessrescuekit.com

3 categories of business owners

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hroughout the past few weeks, we’ve all been immersed in navigating the pandemic, both personally and professionally. During this time, it's become pretty apparent to me that business owners are going to fall into one of three categories: Category One: Those who do nothing.

These businesses are going to wait it out and try to pick up where they left off before the pandemic. While I don't wish this on anyone, I'd tell you that I feel confident that 90% or more of those businesses will fail. Either they won't re-open at all or they will die a slow death over the next 12-18 months.

Category Two: Those who do something.

This is the majority — businesses that piece some things together, band-aid solutions that get them through. Maybe it's delivering just enough workouts online to justify charging their clients. Perhaps it's securing a loan to stay afloat.

They're doing something, and that should be commended. But it's probably not going to be enough to allow them to maintain the level of business they had prior to the pandemic.

Develop a strategic plan to blend offline and online into your service offerings to be a more complete solution moving forward.

Category Three: Those who do the right things.

From a pure tactical level, I hesitate to use those words, as I don't know the exact tactics that are 'right'. No one does. But I feel pretty confident that there are ‘right’ strategies, and the people who employ them will be the ones who navigate current circumstances the best.

Those same people are the ones who will also be prepared to thrive as we move forward over those next 12-18 months.

What are some examples of ‘right’ things? Here are the things I believe you should be focused on:  Finding ways to be just as valuable to your clients in spite of not being able to train them in person. Many of the things you learn in serving the market now will allow you to deliver a better experience in the future.  Developing a strategic plan to blend offline and online into your service offerings to be a more complete solution moving forward.  Dialing in your brand and your messaging to be perceived as more than just a workout as we move into the ‘new normal.’  Proactively doing more to serve your local market right now to grow your reach and your audience.  Managing your finances better so you operate a healthier business.

These business owners who are adapting and doing some version of those 'right’ things will come out the other side of this just fine. In fact, I’d expect many of them to be in a better place 18 months from now than they would have been without the forced evolution.

So if you're not in Category Three yet, I'd start working to get there.

Pat Rigsby is a business coach to fitness and health business owners. He’s owned over 30 different businesses in the fitness industry. You can get his FREE Fitness Business Rescue Kit at www.fitnessbusinessrescuekit.com.

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EXERCISE SPOTLIGHT Merrithew™

www.merrithew.com

@stott_pilates

@stottpilates

@merrithew

@merrithew

A functional fitness game-changer Take your workout to a whole new level with the Halo® Trainer Plus, an all-in-one weighted exercise tool for strength training, flexibility and total-body conditioning.

Build stability and endurance with high-intensity interval training workouts, and activate deep stabilizing muscles with core-integrated bodyweight exercises to improve functional fitness. Pair it with the Stability Ball™, as shown here, to increase your exercise options.

With rubber-covered ergonomic handlebars, this 4-kg (8.5 lbs) piece of small equipment is designed to be durable and comfortable to grip in any position. It can also be assembled in a snap with easy-click connectors, making it the perfect tool to take with you on-the-go.

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Shoulder Bridge

Halo Trainer Plus position: Standard, Stability Ball toward body.

Start: Supine (on back), knees flexed, heels on top of Stability Ball.

Movement: Keep Halo Trainer Plus still and lift hips to bridge position, then return.

Modification: Increase challenge by extending knees and rolling Halo Trainer Plus away in bridge position.

Repeat 5-10x

3

Modification

Ab Crunches

Halo Trainer Plus position: Standard, Stability Ball facing away from body.

Start: Sitting tall on Stability Ball, toward Halo Trainer Plus frame, hands behind head.

Movement: Curl lower back down toward Stability Ball, hold position and lift one leg, lower leg, then return to upright position.

Modification: Increase challenge by rotating torso toward lifted leg.

Repeat 5-8x alternating each side

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| WWW.PERSONALFITNESSPROFESSIONAL.COM | SPRING 2020

1

4

2

3

Modification

Exercises from Merrithew™ - Leaders in Mindful Movement™

2 1

2

3

1

3

Pike

Runner’s Lunge

Halo Trainer Plus position: Halo Trainer Plus and Stability Ball separate.

Start: Plank position, hands holding short handles of Halo Trainer Plus, feet on top of Stability Ball.

Movement: Pike hips up and draw Stability Ball underneath torso, head looking toward knees, then return.

Repeat 5-8x

Halo Trainer Plus position: Standard, Stability Ball facing body.

Start: Standing, one knee flexed with foot on top of Stability Ball, behind torso.

Movement: Flex standing leg, tipping body forward, and press other leg back, rolling Halo Trainer Plus away, then return.

Repeat 8-10x on each side

Side Bend

Halo Trainer Plus position: Standard, Stability Ball toward legs.

Start: Side-lying, hip and torso resting against Stability Ball, legs long and staggered, arms long overhead.

Movement: Keep Halo Trainer Plus still and side bend upper torso, arms stay overhead, then return.

Repeat 5-10x on each side

2 1

1 3

3

1

2

3 2

Swan Extension

Halo Trainer Plus position: Halo Trainer Plus alone, standard position, long handles away from body.

Start: Prone (on stomach), upper torso slightly lifted, hands holding sides of Halo Trainer Plus, legs long and hip-distance apart.

Movement: Draw shoulder blades down and roll Halo Trainer Plus toward body, lifting torso further, then return.

Repeat 5-10x

Jacket Squat

Halo Trainer Plus position: Reverse configuration with Halo Trainer Plus around shoulders like a jacket.

Start: Standing, hands on short handles of Halo Trainer Plus.

Movement: Squat, keeping torso neutral and hinged forward, then return.

Tricep Dip 1

2

3

Halo Trainer Plus position: Halo Trainer Plus alone, long handles down.

Start: Sitting position, supported by arms holding Halo Trainer Plus, legs long in front.

Movement: Hold torso position and flex elbows, lowering torso, then return.

Repeat 8-10x SPRING 2020 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 27

NEW ON THE MARKET The latest trends in fitness equipment

FITBENCH STUDIO

ONBOARD 101

The FITBENCH STUDIO is a smaller, but equally as functional, version of the FITBENCH ONE. It is designed to accommodate specific settings where a lower step height and smaller weights, for performing quick and repeatable exercises, are key. The STUDIO is perfect for any boutique style fitness club or studio looking to maximize their space while offering functionality and versatility in their workouts. www.fitbench.com

Onboard 101 is specifically designed for health professionals and businesses who advocate proper nutrition, productive exercise and positive lifestyle choices to their clients. This 12-module course is presented in lay-terms and supported by 35 high-definition videos, automated content delivery, 12 fun quizzes (auto-scored), automated email validation, a “points & badges” gamification system, internal private messaging and auto-generated “Certificate of Achievement” upon course completion. www.onboard101.com

HELIX 3500 3D Helix, creators of the world’s first lateral trainer, are now offering their next cardio breakthrough, Helix 3500 3D. As the name implies, Helix 3D trains you as nature intended, in all 3 planes of human movement. The result is a very natural, intuitive and facile motion that delivers a very complete workout, with dramatically more muscle activation, but with a low rate of perceived exertion. The patented Helix 3D motion creates up to 55% more muscle activation, including the glutes, inner/outer thighs and core. www.helixco.com

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NORDIC BODY CERTIFICATE PROGRAM Improve a 50+ client's strength, posture, balance, mobility while decreasing pain and preventing injuries. Learn to teach strength training to the 50+ market.

Learn to teach Nordic Walking to the 50+ market. Earn 1.9 NASM and 15 AFAA CEUs upon course completion. Created

by Jane Fonda and Lily Tomlin’s personal trainer, Malin Svensson. www.nordic-body-academy.teachable.com

| WWW.PERSONALFITNESSPROFESSIONAL.COM | SPRING 2020

SCW LIVE STREAM Exclusively from SCW, Live Stream Certifications, Webinars & Events from the comfort of your own home with Zoom, an easy, reliable platform for video and audio conferencing across all types of devices. With SCW and Zoom, you get the benefits of a Live SCW Event (Certifications, Webinars, etc.) — participating in real time with live access to a renowned instructor while participating from the comfort and convenience of your own home. www.scwfit.com/livestream

EVENTS CALENDAR

JUNE Functional Aging Summit 2020 June 5-6, Denver, CO www.functionalagingsummit.com

One World Fitness Certification & Education Conference June 5-7, Atlantic City, NJ August 14-16, Cape Cod, MA www.aaai-ismafitness.com

Fitness Fest at TheFitExpo June 27-28, San Jose, CA August 15-16, Anaheim, CA www.thefitexpo.com

JULY NSCA National Conference July 8-11, Las Vegas, NV www.nsca.com

Mind Body Fitness Conference July 8-12, Scottsdale, AZ August 12-16, Woburn, MA www.yogafit.com

Pilates on Tour 2020

July 17-19, Miami, FL www.pilates.com/education/pilates-on-tour

Women’s Leadership Forum July 23, Atlanta, GA August 20, Dallas, TX www.scwfit.com/women

SCW Atlanta MANIA

July 24-26, Atlanta, GA www.scwfit.com/atlanta

Health & Fitness Business Summit July 24-26, Atlanta, GA August 21-23, Dallas, TX www.scwfit.com/business

AUGUST DCAC Fitness Education Conference and Trade Show August 7-9, Reston, VA www.dcacfitness.com

canfitpro 2020

August 12-16, Toronto, Canada www.canfitpro.com

SCW Dallas MANIA

August 21-23, Dallas, TX www.scwfit.com/dallas

HERE & NOW Nathalie Lacombe

www.nathalielacombe.com

Should you specialize or diversify?

T

he answer is yes! To both! Throughout our careers, we should continually choose to sharpen our saws as well as add tools to our toolbox. Continuing to strive towards excellence in our specialties as well as diversifying our interests and offers creates constant career growth.

Specialize: It’s important to remain a source of excellence in our wheelhouse to provide a confident experience for our clients; they trust that we are continually developing our expertise in the program and modality we offer.

Diversify: It’s also critical to step out of our comfort zones and remain aware of trends to stay relevant and stimulated. This can be as simple as learning to utilize a new piece of equipment or as challenging as setting your sights on a new credential or certification.

Thanks to the never-ending educational opportunities presented to us for learning and growth it can be challenging to know how and where to spend our valuable time and money. Determining which direction to go next is key!

Thanks to the never-ending educational opportunities presented to us for learning and growth it can be challenging to know how and where to spend our valuable time and money.

It’s time to specialize when:  You’re finding that you’re “in your head” during your training sessions because you haven’t yet developed the confidence to provide an excellent experience using that program, technique, piece of equipment, etc.  You’re passionate about your field of expertise, are devouring content and learning and seeking out other trainers to connect and collaborate with.  You’re developing a reputation for being the “go-to” trainer in your wheelhouse and are seeing a steady growth of clients. You’re

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becoming a subject matter expert and are being asked to speak, write and provide content.

It's time to diversify when:  You feel like you’ve been going through the motions with your clients. You’re looking forward to your last training session of the week. You’re quietly hoping that some of the clients will cancel their workouts.  You’re feeling a “crisis of competition” as you see other trainers, clubs and studios around you climbing in success while your career has hit a plateau. You’re ready to increase your value.  You realize that you’re always asking your clients to step out of their comfort zones, yet you haven’t done the same for yourself.

You crave a greater sense of integrity and are ready to challenge yourself in development.

Reflecting on what gets our creative juices flowing right now, as well as what we’re excited to learn next, will keep us stimulated in our career and thereby devoted to the success of our clients.

Nathalie Lacombe, M, Sc. blends her 25 years of international fitness experience with her degrees in psychology and exercise science to passionately connect with fitness professionals. Nathalie dedicates herself to coaching fitness professionals and leaders towards incredible success in their careers and businesses.

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