FIBO Focus | October 1, 2019

FIBO USA • OCTOBER 17-19, 2019 • MIAMI BEACH

PERFORMING SOME MAGIC HASEEB FASIHI BRINGS FITNESS AND WELLNESS TO THE NBA

OCTOBER 1, 2019 VOL. 1 NO. 9 WWW.FIBOUSA.COM

A REED EXHIBITIONS EVENT

FIBO FOCUS • October 1, 2019

FIBO USA EXHIBITOR FOCUS: VITAL PROTEINS

A VITAL CONNECTION VITAL PROTEINS PROMOTES A NATURAL PATH TO HEALTH AND WELLNESS IN 2019.

S

o what do you do if you are a serial entrepreneur and serious runner with a passion for health and wellness who suddenly finds yourself having a harder time bouncing back from a workout?

If you are Kurt Seidensticker, you do a little research, educate yourself on the workings of the human body and come up with a solution that, back in 2013, results in the formation of Vital Proteins.

The research that brought Vital Proteins to life involved discovering that the production of collagen, a mysterious – yet vital – ingredient that bodies naturally produce at a rapid rate, begins to steadily decline after the age of 25. Seidensticker, who himself was past that magic birthday, came to realize that the

2

FIBO FOCUS

solution to maintaining his youthful energy and feeling his absolute best was to naturally supplement a diet with pure collagen.

Sure enough, five years later, with more than 150 SKUs – ranging from powders and capsules to ready-todrink beverages – Vital Proteins has inspired many Americans to rediscover a natural path to their best self.

From this start as a better-for-you brand focused on the paleo community, Vital Proteins has grown to become one of the hottest wellness solutions on the market for both men and women. Raised on Instagram and loved by some of the biggest celebrities, athletes and industry experts, Vital Proteins is changing the way people around the world think about wellness.

From its humble beginnings Vital Proteins has expanded steadily and this year successfully launched its collagen-based Performance Line online and at key retailers with an emphasis on customers who are seeking the benefits of collagen within a pre-workout and recovery centric product.

By the end of the year, its entire Performance Line will be NSF for sport certified, offering athletes from professional status to weekend warriors a clean, quality product to maximize their sport.

Vital Proteins Today “Vital Proteins as a company understands the importance of collagen in sport,” Seidensticker explains. “We know it’s an integral

www.fibousa.com

FIBO FOCUS • October 1, 2019

part of performance and optimizing longevity.”

To increase its exposure to this vital market, these days Vital Proteins is aligning itself with key performance ambassadors across a number of professional platforms and supplementing these relationships with target-right events and expos in an effort to educate fitness enthusiasts and build brand awareness.

This is coupled with what Seidensticker labels “a very robust education program” that it encourages its ambassadors to leverage

when engaging with its digital platforms and products.

“We look at our ambassadors as an extension of our internal team and always want to ensure they have the necessary tools to speak to collagen and its important role in performance,” he explains.

The FIBO USA Focus Vital Proteins will specifically be focusing on its pre-workout, recovery and ready-to-drink formats at FIBO USA in Miami Beach this month, stressing its position as, according

to Seidensticker, “the leading collagen brand to enter the performance category.”

The goal is to continue to position Vital Proteins as a key partner with health clubs and retailers looking to sell the benefits of wellness and a healthy lifestyle.

“We’re really looking to establish ourselves as the premier collagen performance line for all modalities of sport,” Seidensticker explains. “Our innovation with Vital Proteins will only continue to evolve in the performance category as well.” n

IN THEIR WORDS: Testimonials from vitalproteins.com ERIC HINMAN entrepreneur My Collagen Routine: “I put the Collagen Peptides in my smoothie bowl in the morning. I’ve been drinking Collagen Water, usually one at night before I go to sleep …

Occasionally, I put Collagen Creamer in my coffee as well.”

3

FIBO FOCUS

KRISTEN MENDIOLA photographer My Collagen Routine: “About 10 years ago, I had surgery to repair my ACL and meniscus. Training for my fourth marathon coupled with this injury has made strength training and using supplements that support joint and bone health more important to me than ever. I have started building in Vital Proteins into my routine to complement my training program.”

MIKE MICHALSKI fitness trainer My Collagen Routine: “When it comes to fueling up before and during a workout, hydration comes first. If you’re dehydrated, you’re nowhere near performing at an optimal level. My way to stay hydrated has been with Collagen Water. I’ve been obsessed with it! It’s the perfect way to hydrate on the go, no matter what my day looks like.”

www.fibousa.com

OCTOBER 16-17, 2019 MIAMI BEACH CONVENTION CENTER Following on the success of the European Health + Fitness Forum in Cologne, the 2019 American Health + Fitness Forum will assemble an inspirational faculty of global leaders who are pioneering marketing, sales, and operational strategies that genuinely engage customers across the ever-evolving connected world. Join us to network with and learn actionable tactics from the individuals who are raising the bar across the globe.

WE DARE YOU TO COME AND LEAVE UNINSPIRED. WEDNESDAY, OCTOBER 16 TIME

TITLE

SPEAKER

9:35 AM – 9:45 AM

OPENING WITH WIFA

LINDSEY RAINWATER, EMMA BARRY | WOMEN IN FITNESS ASSOCIATION (WIFA)

9:45 AM – 10:30 AM

LANDSCAPE OF THE GLOBAL FITNESS SECTOR

HERMAN RUTGERS | INTERNATIONAL FITNESS INDUSTRY EXPERT JON CANARICK | MANAGING DIRECTOR, NORTHCASTLE PARTNERS

10:30 AM – 11:10 AM

PUTTING MOOD ABOVE MUSCLE

TODD MAGAZINE | CEO, BLINK FITNESS

11:10 AM – 11:50 AM

A SUCCESS STORY AND LESSONS LEARNED FROM LATIN AMERICA

DIOGO CORONA | CHIEF OPERATING OFFICER, SMART FIT

12:05 PM – 12:40 PM

INCREASE REACH AND REVENUE WITH HEALTH + WELL-BEING ENGAGEMENT

YVAN MIKLIN | PRESIDENT + CEO, AQUILA

12:40 PM – 1:15 PM

MOTIVATING MEMBERS TO GET MORE OUT OF LIFE THROUGH FITNESS

DAVID LONG | CO-FOUNDER + CEO, ORANGETHEORY FITNESS

2:00 PM – 2:40 PM

MARKETING + SALES IN FITNESS 3.0

MARIANNE ORDERUD | MARKETING DIRECTOR, SATS SCANDANAVIA

2:40 PM – 3:10 PM

TRAINMORE; A UNIQUE CONCEPT FROM EUROPE

MARJOLINE MEIJER | FOUNDER, TRAINMORE

3:30 PM – 4:10 PM

HOW DIGITAL CAN HELP TO ENHANCE THE CUSTOMER JOURNEY

KELLY CARD | BOARDMEMBER, FITNESS INDUSTRY TECHNOLOGY COUNCIL (FIT-C)

4:10 PM - 4:50 PM

MARKETING + SALES FOR PERSONAL TRAINING

TIM KEIGHTLEY | ADVISOR, SPEAKER, GLOBAL HEALTH + FITNESS ADVOCATE

5:05 PM - 5:35 PM

FROM DREAM TO BRAND TO LEGACY

ALBERTO “BETO” PÉREZ | CREATOR, ZUMBA ®

THURSDAY, OCTOBER 17 TIME

TITLE

SPEAKER

9:15 AM - 10:15 AM

ON THE FUTURE OF OUR INDUSTRY

PHILLIP MILLS | FOUNDER + MANAGING DIRECTOR, LES MILLS

REGISTER TODAY AT FIBOUSA.COM

FIBO FOCUS • October 1, 2019

One-on-One with ...

HASEEB FASIHI

T

aking health and fitness to the ultimate level, Haseeb Fasihi (B.S., M.S., C.S.C.S) is currently the strength and conditioning/player development coach for the NBA’s Orlando Magic and the NBA G-League’s Lakeland

Magic. In this position his responsibilities include implementing both in-season and off-season programs for players under contract with the Magic. Also part of the job is constructing and assessing injury preventative techniques, designing programs for each player’s needs on the court and in the weight room and conducting research to find better methods of preparation and training.

6

FIBO FOCUS

Your job is quite different from most others in the health and fitness business. How did you end up in a professional basketball organization?

I have been honored to be a part of an NBA organization for the past two seasons, about to start my third. Before signing with the Orlando Magic I was passionately training professional players and amateur athletes on a daily basis. I co-founded my company, M.A.D.E. Performance, in 2016 and there I had a leading role in developing and managing our athletes and have taken those skills to now working at the NBA level.

Every basketball season must be very different working for an NBA team.

There has been a big culture change over the years. It is always challenging, with players continuously changing during the season and off season. Playoff preparation creates a lot of stress. Overall I have been able handle the rigors of losing and injuries. Every year there is a new challenge. www.fibousa.com

FIBO FOCUS • October 1, 2019

It is a matter of trust between the athlete and the trainer that Fasihi relies on to run a successful program.

What are the specific challenges you face today?

The biggest are injury preventative challenges. It is always a challenge to work with athletes who are healthy and at the same time those who are rehabbing back from injury. The biggest focus has been to follow protocols and build communication skills with the staff of different techniques to better grow the progress of each athlete.

How has our industry – the health and fitness business – helped you in this position?

The health and fitness industry helped me to use my own business in training and player development to translate to the professional level. There is so much new research and studies released daily, which makes it important to always stay in touch with the innovations of this vast industry. Since dealing 7

FIBO FOCUS

with professional players is a fun but challenging task, the rewards of winning and seeing players improve are the overall goals of our organizations and coaches.

What could we do better? Any pet peeves?

Yes, the industry could do better in setting standards and providing clinics in areas of need. High schools should provide programs and coaches need to help the grassroots process of development for each athlete to further prepare them for college and professional opportunities. Having a program to help high school and middle school athletes is important.

What are the most significant changes in personal training that have changed the way you do things today?

The most changes have come in

the advancements of injury prevention, mobility and stability. The growth of knowledge has not only helped me try to prevent injuries the right way, but also to find what works and what doesn’t. Most of these changes have been through clinical research by accredited institutions or coaches.

What are elite athletes demanding?

Athletes demand trust, knowledge, care and expertise. The more we are able to educate the athlete, the better the chances are of preventing injuries.

Is that a particular challenge at the professional level?

Most athletes have trust issues from the previous organizations they have been part of. So when they transition into the professional level, it will take time for them www.fibousa.com

FIBO FOCUS • October 1, 2019

Fasihi finds that profesional athletes will adjust quickly if he educates them on the reasons for any changes in routine. to trust you. The focus is always about them, so with any demands or requests they have we have to see the pros and cons of any situation. Elite athletes demand proper preparation that best suits them individually.

Your role goes well beyond just workouts/exercise to include nutrition, wellness and many other aspects of health. How do you bring this all together?

The hardest part about this role is making time for each athlete.

We have a standard body composition and physical assessment that we test before any exercise program. Once they pass the physical exam from the doctors, we do the anthropometric and body

HASEEB’S FIBO FOCUS

composition assessment to see where their bodies are and where their goals should be.

How about on the nutrition end?

Nutritional plans are necessary due the resources available and what is demanded by their bodies on the road. Most players are not taught a proper diet at the college level.

So we make healthier suggestions daily, either through a team chef or staff member emphasizing the needs of each athlete through outside resources.

Are athletes you work with open to new ideas and training methods — or are they committed to how they have always trained?

Athletes have always been

What are you looking to get out of FIBO USA in Miami Beach this month?

I am looking forward to connecting with all the different professional individuals in the industry to further grow my network. I want to learn from any new products or services provided to better grow my experience.

8

FIBO FOCUS

receptive to the ideas and training methods that I have been consistent with, but they also question any change in the training due to the alteration of routine. If the concept and data behind the change supports a better alternative, they adjust quickly.

Are some more difficult to get to accept new ideas than others?

Some players have an identity that has been consistent over the years, so they don’t have any interest in making many changes. When a coach is able to educate the athlete, the athlete always listens and absorbs the knowledge and then quickly decides to buy in. Most of the time they do because they trust our expertise. n

What role do you think FIBO USA should play in your job?

FIBO USA should educate consumers and businesses and business owners. With my involvement with FIBO, more teams and organizations can get involved with applying their expertise and focus to those also in need. This will be my first experience and I am honored to be a part of it.

www.fibousa.com