Personal Fitness Professional Nov/Dec 2015

CONGRATULATIONS PFP 2016 TRAINERS OF THE YEAR MARK NUTTING & TANYA SLUSSER NOVEMBER-DECEMBER 2015 WWW.FIT-PRO.COM

HELPING YOU PROSPER AS A FITNESS PROFESSIONAL

AVOID THE MOST COMMON SOCIAL MEDIA MISTAKES LAY OUT YOUR 2016 MARKETING PLAN Fitness Business 101: A PFP 2015 7-part special series

JOURNEY TO SUCCESS Tanya Slusser: The gift of movement and power of possibility

MARKETING IN

MOTION

PFP ONLINE Visit | www.fit-pro.com VOLUME 17 | ISSUE 7

FEATURES

president & publisher

chad griepentrog | chad@rbpub.com audience development manager

rachel spahr | rachel@rbpub.com national sales director

susan malmanger | susan@rbpub.com editor

lindsay vastola | lindsay@rbpub.com managing editor

mike beacom | mike@rbpub.com creative director

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

5 most common mistakes hurting your business

Heart Rate Variability Simple ways to integrate HRV in your training.

By Dr. Carmine Greico

POLL RESULTS Which of the following challenges do you currently face?

OUR ONLINE COLUMNISTS

8.8%

58.8%

2.9%

Jump Start

by Brent Gallagher

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

EXTRA

Getting started in the industry Finding new clients

Training Wheels

Client retention

4 fitness business non-negotiables What every business needs.

Not earning enough money Training too many hours

Career Builder

by Josh Bowen

SOCIAL MEDIA

NEXT POLL Visit: www.fit-pro.com to participate

What would you consider your greatest success in 2015?

pfpmedia

Functionally Fit

by Brian Schiff

a. Attained my degree/ certification b. Started my business c. Increased my revenue d. Focused on continuing education e. Hired and expanded my business

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VIDEO Exercise of the Week

5.8% 23.5%

Avoid these unexpected business mishaps.

By Greg Vaughn

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pfpmedia pfpmedia pfpmedia

sean greeley, maria parrella turco, scott rawcliffe featured columnists

michelle blakely, greg justice, phil kaplan, jason karp, bedros keuilian, robert linkul

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LETTER FROM THE EDITOR

FOLLOW TOTY

Lindsay Vastola | lindsay@rbpub.com

Mindy Mylrea | www.mindymylrea.com

A valuable lesson learned in a trailer A few years ago, a large big-box gym was opening in my town. My husband and I went to the sales office to get some information on membership (it was actually a sales “trailer”). The quintessential “gym guy” with a shirt two sizes too small sat us down across his make-shift desk, pulled out a scratch piece of paper and started to scribble down initiation fees and monthly dues.

Never did he ask what we wanted out of our gym experience.

He didn’t question us about our goals, or our likes or dislikes.

He never even asked for our names.

I asked him what benefits were included in the (outrageous) initiation fees and monthly dues (at this point I was just being defiant). He nonchalantly pointed at the mounds of dirt that would someday become the “state-of-the-art” gym and said, “Well, we have to pay for this $15 million gym somehow!”

Needless to say, we walked out.

The sales and marketing process in fitness feels either like you’re buying a used car or nearly non-existent simply because we’re never taught how to sell or market.

Try simplifying the notions of sales and marketing. Marketing is simply the way in which you communicate the value you can offer a potential client. Sales is simply the exchange of money for a service that you believe brings value to that person’s life.

Had this salesperson approached us from the spirit of “how can I offer you value,” perhaps the fees and dues would have appealed to us. But he offered us no picture of how this gym would add value to our lives in exchange for our hard-earned dollars.

This taught me a powerful lesson of how I approach sales and marketing in my own business. By understanding a more “real” definition of each, I’ve been able to market and sell in a manner that feels authentic to the culture of my company in exchange for the amount we firmly believe reflects the value we add to our clients’ lives. With a few simple strategies, you can do this successfully, too.

In this packed issue of PFP, we’re focusing on how you can best market your business and career: } Social media maven Scott Rawcliffe shares four common social media mistakes. } Maria Parrella Turco gives us the do’s and don’ts of client loyalty programs. } In our final edition of our 2015 7-Part Special Series: Fitness Business 101, Sean Greeley gives us a strategy to lay out our 2016 marketing plan.

Share with the world what you do best, and don’t be afraid of putting a deserved dollar amount on the value you offer.

Marketing worth talking about In Mindy’s last column as the 2015 PFP Trainer of the Year, she highlights the marketing strategies currently working for her business.

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

Word-of-mouth is the best overall snowball effect opportunity. When you are a leader in your field, others sing your praises. When you give more than expected and stand out, others are your walking billboard. Traditional marketing is extremely important; for that we hire a marketing team to promote our brand. Above everything, however, we focus on standing out and being worthy of that marketing.

If there is one thing you would have done differently in your marketing at any point in your career, what would it be?

Not hiring a team! I am very good at many things but marketing myself is not one of them.

There are individuals and companies whose sole focus is marketing. Seek out the best and have them do what they are best at. This leaves you free to change people’s lives.

What advice would you give on how to effectively market a new business?

First, survey the field to see if the business or product is relevant. Fitness is one of the most difficult businesses to make a mark in due to the competition and small margins. My Gliding discs took years to become a fitness industry staple. I am at every fitness industry show because it takes years of exposure to produce a lasting hit. One thing that I have done with Gliding and Tabata Bootcamp is partner with other amazing fitness pros. The more respected professionals are on the team, the further your reach and better your marketing can be.

Committed to your success, Lindsay

Trainer of the

P.S. Congratulations to our 2016 PFP Trainers of the Year Mark Nutting and Tanya Slusser! Read Tanya’s story in this issue and learn more about Mark in our January-February 2016 issue.

Year 2015 NOVEMBER-DECEMBER 2015 | WWW.FIT-PRO.COM | 5

CONTENTS

NOVEMBER-DECEMBER 2015

Marketing in motion

FEATURES

OTHER Columns 08 Treadmill Talk

Relate, don’t manipulate

By Greg Justice

09 Top-Notch Training Pretty little liars

By Michelle Blakely

10 Boost Your Business

Your marketing game plan

By Bedros Keuilian

10 Education Connection Success to the fittest

By Jason R. Karp

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30 Be Better Tanya Slusser: The gift of movement and power of possibility

By Lindsay Vastola

What business are we in?

By Phil Kaplan

Departments 05 Letter from the Editor A valuable lesson learned in a trailer

23 The Message Ryan Ketchum

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The brain power behind loyalty:

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Do’s and don’ts of client retention

Lay out your marketing plan for 2016

By Sean Greeley

By Maria Parrella Turco

5 self-governing standards for personal trainers

By Robert Linkul

28 New on the Market

26

Maximize your social media strategy:

Four mistakes sabotaging your social media marketing efforts

By Scott Rawcliffe

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24 Education Trends

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29 Events Calendar

TREADMILL TALK Greg Justice | www.aycfit.com

Relate, don’t manipulate Our industry has developed a reputation of manipulation, rather than inspiration, when it comes to marketing. In Simon Sinek’s book, Start With Why, he says: “There are only two ways to influence human behavior: you can manipulate it or inspire it.”

Why do so many fitness businesses use manipulation as a marketing strategy? The answer is simple: it works.

Let me ask you this question: are we “sexy makers” or health producers?

Often times you’ll see an ad that promises sexual attraction because of “six-pack abs,” or the use of a time sensitive “limited time only” promotion. This is classic manipulation and it works more times than not but, unfortunately, there’s a cost to be paid over time, as manipulation tactics don’t develop loyal clients or long-term relationships.

Don’t get me wrong, I understand the psychology of looking and feeling good about yourself. But when that becomes the driving force behind your marketing strategy, and that’s what you’re selling, you have to manipulate your prospects through price, positioning, or some other marketing message.

We’re drawn to brands that inspire us because of who they are, what they stand for, and how they do business. Two brands come to mind as I write this column on my MacBook Pro, after having spent a weekend in Sedona, Arizona, flying on Southwest Airlines. Apple and Southwest have done a brilliant job of inspiring their customers, rather than manipulating them. They do it by communicating their “Why” before their “What” or “How.” These companies stand for something. They’re not just selling you a product or service.

How does a company inspire?

It starts at the top. If you’re the leader, you can make a paradigm shift and establish trusted, long-term relationships as paramount to the success of your business. You can divide and conquer by empowering your trainers to take ownership of client relationships. Each trainer should be responsible for the well-being of their clients. Ask them to actively listen, take detailed notes and respond to the things their clients say and do, as this will be valuable to the relationship building process.

We need to inspire rather than manipulate, because if you stand for something bigger than yourself, people are more likely to trust you and relate to you. Motivate rather than manipulate, and ultimately, you’ll make more money, attract and retain better talent, and create a legacy of positive change that keeps your clients coming back year after year.

Greg Justice, MA, CPT, is the founder of AYC Health & Fitness (www.aycfit.com) and the Corporate Boot Camp System (www.corporatebootcampsystem.com). He has been actively involved in the fitness industry for more than a quarter of a century as a club manager, owner, personal trainer and corporate wellness supervisor.

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TOP-NOTCH TRAINING Michelle Blakely | www.blakelyfit.com

Pretty little liars I was sitting in a doctor’s office flipping through a magazine when I saw an ad for a friend’s fitness business. I was impressed. The photo and layout looked great, the ad clearly stated the company’s info and I assumed it garnered him lots of business.

A few weeks later, this same publication called me to ask if I’d like to purchase advertising space. Being painfully thorough, I reached out to the friend who’d advertised with them. The feedback was shocking. He had not received a single client inquiry, even though this publication was placed in hundreds of downtown Chicago doctor offices and passed the eyes of tens of thousands of potential clients. The marketing effort was fruitless. In fact, the only inquiry he did receive was from another publication asking for more of his advertising dollars.

About a year later, I saw a different colleague’s mailers in the gym.

Postcard size, glossy and beautifully designed, with all of the pertinent contact information. When I saw him that morning, I extended a compliment on the flyers. He shook his head with disappointment.

He explained that the mailing cost him upwards of $1,500. He contracted a mailing company and targeted all of the condo owners in a three-block radius of the gym. Understandably, he reasoned that attaining one or two customers would make it worth his investment and of course hoped it would be profitable by attaining five or more new ones. The results were unfortunate. Only one person had called, a very unfit man recovering from a recent heart attack. This trainer specialized in sports-performance training for a very athletic clientele. The client quickly began to “no-show” and never became profitable.

What is my point? Resist the charm of big numbers...

“Hundreds of nearby affluent condo owners receiving your ad in their mailboxes.”

“Tens of thousands of patients exposed to your ad.”

“If I get three clients, $1,500 will pay for itself.”

Instead, try this: Force your attention to the small numbers…

Of your last ten client inquiries, how exactly did each one find you?

Of your current favorite ten clients, how did each one find you?

How often are you getting in front of people who fit your client demographic? (A happy human billboard is a brilliant marketing tool for a service that is so inherently personal.)

I understand the allure of big numbers. But before you get swept away, do your homework on how your current clients are finding you and then feed those sources. The numbers might be small, but in terms of the health of your business, they are the only ones that matter.

Michelle Blakely is the owner of Blakely FIT, Inc., Strength Training Exclusively for Women, a public speaker and the author of the Friday Quickie blog. She is a two-time winner of the Chicago Reader’s Best of Chicago Personal Trainer award and was recently featured on Oprah.com. Join Michelle on LinkedIn, twitter.com/ BlakelyFit, facebook.com/blakelyfit, and train@blakelyfit.com.

BOOST YOUR BUSINESS

EDUCATION CONNECTION

Bedros Keuilian | www.PTPower.com

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

Your marketing game plan

Success to the fittest

There’s only one type of marketing that’s going to work for your fitness business and it doesn’t have anything to do with television, radio, flyers, billboards or print ads.

Traditional advertising can’t do what you need: break through all the noise and actually connect you with your prospects.

Connection is what sells… not fancy ads or huge budgets. Making personal and emotional connections with prospects is the best way to get complete strangers fired up about your training; you need to master Direct Response Marketing.

Direct Response doesn’t rely on brand recognition or catchy slogans. It’s not about fancy designs or stunning visuals; instead, it’s all about messaging. This method of marketing uses lengthy and carefully crafted copywriting to slowly take a prospect and persuade them to become a client. Before anyone is going to buy your training they’ve got to get to know you, start to like you and trust that you know what you’re talking about— ordinary ads won’t do that.

The fastest, simplest, cheapest and most powerful marketing tool for your business is email. There’s no better way to communicate your personality and your message; help people get to know and like you; and then sell your training. Build a list of emails from new clients, current clients and online leads. Then frequently send lots of information, fitness tips, tricks and motivation so they learn how great you are. Once they trust your knowledge and like your personality, you can email them with a special offer for your training and they’ll be more than happy to buy from you.

Social media is another platform that’s great for Direct Response.

Grow your list of followers then hit them with motivation, encouragement and personality. Be awesome, deliver value and communicate your personality. Once you’ve built a following of loyal tribe members, make them an offer to buy your training or your product.

Finally, your website is another great place to make use of the Direct Response style. Just like in an email you can use long-form copywriting to meet prospects, communicate your personality, establish genuine connections and make sales.

If you’re building a loyal following completely from scratch then here’s the perfect game plan: create a page on your website that offers a fitness-related product for free (like a workout or recipe eBook) in exchange for a visitor’s email (called a squeeze page) and then drive traffic to that squeeze page with a paid Facebook ad. Once you’ve collected a nice list of emails you’ll send out valuable information and encouragement to that list. After they know, like and trust you, give them an offer and you’re guaranteed some sales.

My twin brother often tells me that if I want to be wealthy, I shouldn’t have pursued a PhD. He’s probably right. Most PhDs don’t make millions. If my education doesn’t make me much money, perhaps my fitness will, because there’s a strong relationship between education, fitness and success.

Seventy-five percent of runners are college educated, compared to just 30 percent of the U.S. adult population. There are many anecdotes from CEOs and entrepreneurs that confidence, creativity and productivity are derived from exercise which then drives success. Once a society in which overconsumption and indulgence were the marks of the wealthy, we now live in a society in which CEOs run marathons. Fitness is the new status symbol. Life is not just survival of the fittest, as Darwin argued; it is also success to the fittest.

Take the research of Vasilios Kosteas, an economist at Cleveland State University, who studied whether exercising on a regular basis leads to earning more money. He found that a sedentary individual who starts to exercise a few times per month will see an average of a 2.2-percent increase in his weekly earnings. In addition, an individual who exercises one to three times per month earns an average of 5.2 percent more than a sedentary individual, and regular exercisers earn 6 to 9 percent more.

Using statistical procedures to tease out the details of the relationship, he showed that the relationship between regular exercisers and greater financial success is causal—people who exercise earn more because they exercise. People who exercise, especially those who train in pursuit of a goal, are driven to be successful. Seventy-three percent of people who run on a regular basis have a household income of more than $75,000, compared to the U.S. median household income of $52,700.

Better fitness also results in better grades in school. One study found that the odds of passing statewide achievement tests in mathematics and English increased as the number of fitness tests that the students passed increased, even when the researchers controlled for confounding factors that could affect either academic achievement or physical fitness. Even in cultures in which academic achievement is placed in high regard, such as in Taiwan, research has shown that there is a strong link between physical fitness test scores and students’ academic achievement. It seems that if you want your kids to excel at school, they should exercise before doing their homework.

As fitness professionals, we already have a leg up on the rest of society. The trick is learning how to use your fitness to become more educated and successful.

Bedros Keuilian is a fitness business consultant and founder of Fit Body Boot Camp. Get free fitness marketing and business tips at his blog RenegadeFitnessMarketing.com.

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Jason Karp is the creator of the Run-Fit Specialist™ certification, 2011 IDEA Personal Trainer of the Year, and recipient of the 2014 President’s Council on Fitness, Sports & Nutrition Community Leadership Award. A PhD in exercise physiology, he has more than 200 publications, mentors fitness professionals and speaks around the world. His sixth book, The Inner Runner, comes out in spring, 2016. www.Run-Fit.com

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Journey to Success

Trailblazer Award Winner CURRENT TITLE: Lead Paralysis Recovery Specialist, Project Walk at The Claremont Club EDUCATION: Cal State University Fullerton, Bachelors in Kinesiology with an emphasis in Clinical Exercise Science FAVORITE SNACK: Hard boiled eggs with hot sauce and apples with peanut butter FAVORITE QUOTE: “The beginning of love is to let those we love be perfectly themselves, and not to twist them to fit our own image.

Otherwise we love only the reflection of ourselves we find in them.”

CONTACT INFO: www.projectwalk.org tslusser@projectwalk.org

By Lindsay Vastola

The gift of movement and power of possibility “With Tanya, there is no fear or doubt in regards to goals and milestones. The doctors told me I would never get off the ventilator and breathe on my own, I would never be able to move my upper extremities and that I would never walk again. But today, I can move my right arm, which allows me so much more independence. I am not on the ventilator and can breathe on my own.

In addition, my upper body core strength allows me to sit up on my own. I owe a lot of this to Tanya and the Be Perfect Foundation.” – client who suffered a spinal cord injury when diving into a friend’s swimming pool on July 5, 2010.

BE CHALLENGED Tanya Slusser started her journey as a fitness professional as many do, working as a personal trainer at a large gym. She quickly became one of the most in-demand trainers; yet she didn’t feel challenged. Tanya explored the possibilities of moving into physical therapy and worked her way to become a physical therapy aide. She had the opportunity to take patients through rehabilitation programs and modalities to aid in their recovery and it was here that she realized her passion for working with special populations.

Shortly after working in an Irvine, California physical therapy clinic, Tanya received an inquiry from The Claremont Club (TCC),

Tanya

offering her an opportunity to interview for a master trainer position. She interviewed, accepted a position and immediately knew TCC was a good fit for her. A few months into her new role, her manager asked if she would be interested in working with the spinal cord injured (SCI) population. It was the exact challenge she was looking for.

Tanya started with one SCI client and soon found herself spending more time in the SCI Recovery Studio than in the weight room.

She attained her Paralysis Recovery Specialist Level I certification through the Project Walk Spinal Cord Recovery Center and opened up the first franchise of Project Walk at TCC. The SCI studio at TCC began as just an 800 square foot racquetball court. With her leadership and drive as lead specialist and educator of Project Walk Claremont, they soon outgrew the space and expanded to 3,000 square feet and then again to 5,100 square feet in less than a year. She also leads a team of eight other specialists.

BE PERFECT Tanya’s impact on the SCI population goes far beyond her work inside of a fitness center. She currently works under the Be Perfect Foundation. This is a grassroots, non-profit organization established in 2007 by Hal Hargrave Jr., who created the Be Perfect organization just a few months after he suffered a life altering spinal cord injury, leaving him a quadriplegic paralyzed from the chest down and confined to a wheelchair. This foundation was set up due to the short falls and limitations insurance

SLUSSER

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companies put on spinal cord-injured victims.

The foundation offers scholarships for activity-based therapy at Project Walk within The Claremont Club. This non-profit also provides funds to those in need of wheelchairs, adapting cars, as well as covering unpaid medical bills to those who cannot afford to pay the deductibles and general daily medical necessities. Tanya created “Team Be Perfect” in an effort to turn SCI supporters into activists, raising money and awareness for the SCI population through donations and events that have generated a significant presence in the community.

come up with different ways to make sure her clients see progress. The amount of creativity required to successfully train a SCI client is a challenge in itself, a challenge Tanya takes on with enthusiasm. For example, she takes a typi-

clients safely and effectively within the parameters of their injuries and abilities.

BE A “CELEBRITY TRAINER” For the last two years, Tanya has trained Augie Nieto, co-founder of Life Fitness and fitness industry icon. Augie was diagnosed with Amyotrophic Lateral Sclerosis (ALS) 10 years ago. Tanya travels to Augie’s home twice a week in order to help Augie regain strength in his body, regenerate motor neurons that have died, maintain a positive, healthy quality of life and support him in his belief that he will defeat this devastating disease.

As Augie Nieto shares about Tanya (typing with his feet): “Tanya never flinched as she took me on as her “new project.” ALS has taken away my ability to speak, and when I am training, I am unable to communicate my ‘normal way’- with my computer being controlled by my feet. Early on, Tanya took it upon herself to learn what my caregivers use to communicate with me without the computer- the alphabet board.

…Tanya’s creativity and vision are apparent in her ability to adapt my workout using a Power Plate and the Spin Bike, plus many other “out of the box” exercises to get the most out of my limited abilities to move. AND, most importantly, we are seeing results!

BE CREATIVE Training a client with a spinal cord injury is far from typical fitness training. As a paralysis recovery specialist, Tanya trains all of her clients outside of their wheelchairs, forcing her to

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cal adductor machine or calf raise machine and converts it to an accessible piece of equipment she can use with a client. She is always coming up with new and innovative ways to train her

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…Tanya’s creativity and vision are apparent in her ability to adapt my workout using a Power Plate and the Spin Bike, plus many other “out of the box” exercises to get the most out of my limited abilities to move. AND, most importantly, we are seeing results!

Tanya has given me the biggest gift – with her help, and more than just a little imagination, she helped me walk out on stage for IHRSA’s 2014 “Augie’s Quest Bash.” It was magical, but nothing compares with her making it possible for me to walk our youngest daughter, Lindsay, down the aisle at her wedding. Tanya made ev-

ery father’s dream a reality for me – something I never imagined would have happened after my diagnosis with ALS 10 years prior.”

Tanya believes she trains everyday celebrities; not necessarily those with a certain social status. These are the people who inspire their families, their communities, and have served as an influence on Tanya’s life and career.

With Tanya’s unwavering commitment, relentless hard work, faith and motivation, she has helped her clients attain goals of hugging their eight-year-old son; walking their daughter down the aisle; standing in the place on the Las Vegas

strip recounting one client’s wish to visit the last place she stood before losing her total independence; and walking across the stage to receive their high school diploma. She has done all this, in her own words, “…out of pure love for these individuals and my career as a trainer.”

When Tanya Slusser started on the path to her kinesiology degree, she probably knew that she would help people move; whether to increase performance or to lose weight. What she probably did not know is that one day her primary purpose would be to give people the gift of movement and the power of possibility.

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THE BRAIN POWER BEHIND

LOYA LOYALTY Y LT YA L Y 16

Do’s and don’ts of client retention | By Maria Parrella Turco

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Loyalty programs are so prevalent that there are more than 2.1 billion loyalty program memberships in the U.S. alone.1 Since the 1980s, when customer loyalty programs began to appear, customers have become accustomed to seeing rewards in a myriad of ways; they are spending their money and in return, gaining recognition and instant gratification. Companies from local coffee shops, large-chain grocery stores, department stores, cell phone providers and recently many studios and health and fitness clubs are offering loyalty programs.

They work not because of marketing voodoo, but because of the way our brains are wired.

There is a psychological effect called the Endowed Progress Effect; it is a fairly simple concept but incredibly powerful:

THE ENDOWED PROGRESS EFFECT2 When people feel they have made some progress towards a goal then they will be-

come more committed towards a continued effort of achieving the goal. } Perception is critically important with this and the appearance of progress can have a strong effect whilst actual progress that is not recognized can be demotivating. } The corollary is that people who feel that they are making little or no progress will

be more likely to abandon efforts. } As people get closer to the goal, their commitment is likely to deepen as they strive increasingly harder to achieve success.

It is our job as health and fitness professionals to keep our members and clients motivated. For more than 80% of Americans, an exercise routine and maintaining

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healthy lifestyle choices and habits is not a fun activity, and sometimes even torturous.

The ability to deliver a “motivational experience” and help our clients deepen their commitment to achieve success becomes critical to our success. Rewards programs harness the Endowed Progress Effect and help create and deliver this opportunity.

When a person is awarded upfront with “free” points, they are feeling the advancement towards a distant goal, and they are more likely to work harder and longer to achieve that goal.

One example of this is found with punch cards, a popular loyalty and retention strategy tool at coffee shops, salons and restaurants. Customers are awarded with a point for every purchase they make and once a certain number has been reached, the customer is awarded with a free item or

a discount on a product or service. Whatever the method may be for rewarding on the punch card, whether in digital or physical format, the customers that are given the first two punches on their card for free – meaning no actual purchase had to be made – are more likely to return to the business. They

Apply this philosophy to a health and fitness club. When a member is rewarded for behaviors they are already doing including checking in for workouts, referring friends and family and making purchases at profit centers, there is no work involved. Yet, that member is now more likely to get in an extra workout, refer another friend or family member or make an additional purchase just to get them closer to a goal in order to redeem their points for something they want like a name brand product or in-club service. Rewarding the member for just activating their rewards account with enough points to get them halfway to their goal is enough motivation to set them on track for working hard and earning the balance of points required.

If you are considering exploring a loyalty program there are two things you must consider:

Customers are awarded with a point for every purchase they make and once a certain number has been reached, the customer is awarded with a free item or a discount on a product or service.

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do so because they feel vested in earning something and the goal is that much closer if they had to work to punch the entirety of the card themselves.

1. Progress must be easy to track } In order to leverage the psychological power of a loyalty program, customers must be able to see their progress so that they are motivated to reach the next milestone.

Ensure that you have enough motivational points to make the program stick and that those behaviors are recognized and rewarded quickly and automatically. } Do know what your clients’ behaviors are and how you can inspire and drive them. } Do make sure that the goals are achievable! If it’s too much of a challenge, your clients will end up feeling frustrated. } Do not implement a program if it is not integrated with your client management software. In order for a program to work, it must be seamless and integrated. After all, you already have enough to do! There is a sense of having instant gratification that helps clients track their progress to their end goal.

2. The rewards must be valuable and relevant } In an MIT study on loyalty rewards, researchers found that just about the worst

thing you can do with a rewards program is offer freebies not related to your business. } Do not give away free gifts. Probably the least useful rewards for customer loyalty are free gifts such as lottery tickets; these are nice to receive but tend to be only short-term tactical froth that can devalue your brand.3 } Do reward your customers with rewards that are valuable to your customers and relevant to your business such as personal training sessions, class pack cards, brand logo apparel or items from your supplement program. This process not only dangles a carrot to keep your clients motivated, it recognizes your top spenders without having to discount your services. Rewarding your customers for purchases made within your profit centers will continue to drive them to those outlets and continually increase your revenue. } Do offer a variety of incentives and keep them fresh. Clients will stay engaged in a program longer if there is something new worth working towards.

If your business delivers great value without a rewards program, then it is in your and your customers’ best interest to build customer loyalty and generate more sales.

A rewards program, if done right, can be a powerful way to do that.

Maria Parrella Turco is a fitness industry expert, owner of more than 10 studio and health clubs and the CEO of FitRewards. FitRewards develops affordable customized loyalty programs for fitness centers, studios and fitness professionals who are looking to gain more loyalty with their members and clients. Join the conversations and let us know your experience on the FitRewards LinkedIn Discussion Group and receive a FitRewards Friends Points reward valued at $10!

COLLOQUY's 2011 loyalty rewards census report 2 Changing Minds, http://changingminds.org 3 Dowling and Uncles, 1997

1

PART 7 OF PFP’S 2015 SPECIAL 7-PART SERIES:

FITNESS BUSINESS 101

By Sean Greeley

LAY OUT YOUR MARKETING PLAN FOR 2016 Your 10 key questions It’s that time of year. The time when all top performers take a step back to review their past year and plan for success in the year ahead.

All great breakthroughs in business come from getting clarity around where you’re stuck and identifying the one thing you can focus your energy on to make the biggest impact on solv-

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ing that problem and skyrocketing you (and your business) ahead to the next level.

Here are 10 great questions you can use to craft a winning sales and marketing plan that will separate your business from the competition, add new clients to your roster and increase your personal income in 2016.

1. What is your dream?

In the fitness industry, the stats show that more than 81% of fitness professionals quit after 18-24 months. And for those that start their own business, the failure rate is 90% within two years. Owning and growing a business is tough. It takes a lot of work, a

is critical for keeping you focused on the things that matter and keeping score of the game. All good marketing plans must begin with defined sales goals; good sales goals must be tied to revenue goals, not just new client numbers. The point of marketing is not to generate leads, it is to create qualified sales opportunities so you (or better yet, your team as you grow to have others working for you) can close more sales and drive revenue growth.

Set a revenue goal, then break that out into the number of new clients you need based off your average transaction size.

3. What didn’t work out so well when you tried it? Why? Hopefully you’ve given a go at trying some new marketing strategies this past year. If not, then get out of your comfort zone, learn and try something! Some of those things you try will work well. Others may flop. Or things that have previously worked well may start to decline. You can always learn from what doesn’t work just as much as what has worked.

Success is a poor teacher. Failures leave an imprint. Take time to learn from the experiences you’ve had. Often the biggest breakthroughs come from looking at this area of your business. Remember, “If at first you don’t succeed, try and try again until you do.”

lot of time and a lot of energy. You’ll regularly face big risks, challenges and things that will scare you or beat you down. If you don’t have a big dream, a purpose, and tremendous passion and love for everything you do and where you want to go it’s all too easy to give up.

If you’re a betting man or woman, the odds of a long career in the industry are not in your favor. But if you have a dream, believe in it (and yourself, even when it’s scary sometimes), then you’ll have the fuel needed to keep going and push through challenges to go to the next level.

2. What are your targets?

Setting the right goals, and very clear targets,

4. What has worked best for you in bringing in new clients this past year? Why? Most people make the mistake of looking around at what everyone else is doing in order to find new breakthrough strategies they can use in marketing. That can be valuable, but what’s much more valuable is to look at historical information in your own business. This doesn’t have to be a big research project. You simply take time to look back, reflect and (if you have the data) review some numbers.

Don’t stop doing what’s working well for you in favor of something you hope (but haven’t proven) might work better. Always keep doing the things that are working well, and better yet, take time to understand why they’re working well and think about how you can continue to improve upon those strategies.

5. Why do your best clients continue to renew and stay with you?

Every fitness business has their ideal clients. If all you had to do was get up and work with these types of clients everyday, business would be a dream. Take the time to ask your best clients what they most love about working with you. Why did they sign up with you originally? Why do they continue to renew and stick around? The answers you find here will

Here’s a glimpse into what to expect in our exclusive 7-part series Part 1 | January-February The first 60 days

Part 2 | March-April Optimize and diversify your business’ profit centers

Part 3 | Spring Buyers’ Guide Plan for profit: understanding the real costs of business

Part 4 | June Select the client management system that fits your business

Part 5 | July-August Integrate mind/body programs that complement your training services

Part 6 | September-October The power of your brand: is your brand helping or hurting your business?

Miss an issue? Read our digital issues at http://www.fit-pro.com

www.sportsfitness.com

2015 SPECIAL SERIES SPONSOR help you in many ways, but most importantly they will allow you to better define your target market (who is your best customer, where they live or work, and why they buy from you).

6. How many clients left your business this past year? Why? Every business loses clients for different reasons. Sometimes people move out of town.

Other times they have other challenges in their

NOVEMBER-DECEMBER 2015 | WWW.FIT-PRO.COM | 21

life that prevent them from taking care of themselves the way they should. And in some cases, your business simply didn’t deliver on the job your clients hired you to do, or you didn’t attract the right type of clients with your sales and marketing messages in the first place. Take time to interview past clients and listen to what they have to say. You’ll identify tremendous opportunities to grow and improve on all fronts.

7. What competitors have entered your market this year? What do clients who have left them say they most disliked about working with them?

If you have a good business, competition will be coming for you. That’s not a bad thing. It simply means you must evolve your company’s positioning from “we’re the only game in town” to “here’s why you should choose us.”

This is where real marketing begins. Take time to learn what people who’ve tried your competition and left have to say about their experiences. What didn’t they like? Why did they leave? This will support defining a positioning statement that makes it clear to the market why they’d be a fool to choose anyone but you.

8. What trends are on the horizon that you might want to take advantage of?

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Business is an intellectual sport. And everything is always dynamic and changing. What new things are happening right now that you may want to take advantage of? It’s a whole lot easier to stay ahead of change than to wait too long and be the one left behind.

Take time to understand what is going on and get out in front.

9. Where are you getting “stuck” in your business?

Every business owner gets stuck somewhere in their business, at every level of growth. It might be you’re simply so busy working with clients that you’ve got very little time to dedicate to marketing. That’s a great problem to have and means you’re likely doing many things right! Now the opportunity lies in first increasing the capacity of your team or looking for ways to be more efficient so you can do more marketing and handle the increased business that will be coming your way.

cus on all of them at the same time. The more your energy is spread all over the place, the less effective you become. Go through your list of ideas and strategies. Find the one thing that will make the biggest impact. Then put your full focus behind it and don’t stop until you’ve smashed through it.

The steps you take now will determine your success in 2016. If you want to be successful in the year ahead, answer these 10 questions and create an awesome sales and marketing plan for your success.

Sean Greeley, CEO of NPE, has an unrelenting passion for

supporting

entrepre-

neurs and growing businesses. Over the last nine years, NPE has grown to serve more than 21,000 fitness business owners in 94 countries. The company has three offices in Orlando, London and Sydney

10.What is the one thing you can do that will make the biggest impact on your growth in the year ahead?

There will be a number of opportunities you identify with these questions upon which you can take action. But you will not be able to fo-

and has been listed six times on the Inc. 500/5,000 list of fastest growing, privately owned U.S. corporations. Download NPE’s “10 Steps to Produce a Kick-Butt Fitness Marketing Campaign” cheat sheet and use it to grow your business to the next level at www.netprofitexplosion.com/2016marketing.

THE MESSAGE Website: www.frnation.com | Facebook: /FitnessRevolutionNation, /RyanKetchum | Twitter: @RyanKetchum

Ryan Ketchum is the executive director of Fitness Revolution Nation, a leading fitness business strategy company with a clean message that by empowering trainers and business owners with the tools and resources to run great businesses and become expert trainers, they will be able to create a positive fitness experience for more people across the globe. Ryan is the best-selling author of Total Body Breakthrough and was named USA Today’s World Fitness Elite Trainer of the Year. Here is how he shares his message…

My ideal client is a motivated fitness professional that knows there is more to running a fitness business than just being a great trainer or coach. They are a high performer seeking answers to critical questions about their business beyond just selling more or increasing their marketing.

They value coaching and community.

My message is that fitness is a catalyst for change and fitness professionals are leading the way. We teach fitness professionals that want to build a high performing business the skill of ‘strategic thinking,’ through the Fitness Business Alignments System and our coaching process.

Strategic thinking becomes a transferrable skill that a fitness professional can use to improve performance in other areas of life as well.

If I had only one way to share my message it would be from the stage, because connecting with people in a live scenario is one of the most powerful ways for me to engage with fitness professionals and speak directly to them.

I’m energized by their enthusiasm for their craft.

Successful messaging is simple, concise and clear. You need to inspire your audience by speaking directly to them in a way that allows them to connect with your message.

People follow me because I’ve walked a mile in their shoes, both as a fitness business owner and someone that had to battle through my own fitness journey. I think that makes me relatable and once they start following they can feel the power of our community and the benefits it provides them.

EDUCATION TRENDS Robert Linkul | www.bestrongerfitness.com

5 self-governing standards for personal trainers The personal training industry is in dire need of professional standards in which each professional should abide by in order to stay part of the workforce. Many believe such standards already exist by requiring a high school diploma, a certification and a first-aid/ CPR and AED certification to gain employment. Without licensing and/or a governing body these “requirements” are merely professional suggestions within the industry. Personal trainers have the opportunity to place their clients in extremely vulnerable and dangerous positions; this requires an “in good professional standing” and insured individual that is well educated, certified and experienced to oversee their training program.

To bring validity, stability and a higher level of professional respect to the personal training profession, trainers should consider self-governing themselves on five standards. The intention of these standards is not to dismiss or discourage current personal trainers from the profession if they do not meet the grade. These standards should be recognized and viewed as goals that each individual trainer can pursue in order to develop the necessary tools to grow and maintain a reputable, long lasting and lucrative career within the personal training profession.

1. A two-year college degree (or extended CEU requirements) Having an understanding of human anatomy, biomechanics, exercise physiology, program design and nutrition is the foundation of knowledge required for a trainer to safely and appropriately train a client successfully.

5. Continued Education Units (CEU) per recertification period (20 CEUs; 30 without degree) The personal training industry has drastically changed over the last 30 years due to the advancements and findings of research being performed on the most efficient, safe and effective ways to train a client. Meeting or exceeding the required continued education hours will keep the personal trainer on the cutting-edge of scientific advancements and practical application. Trainers that do not have a two-year degree should participate in an additional 10 hours of continued education each recertification cycle in order to obtain additional fundamental knowledge.

Obtaining these professional standards brings a gold-standard credibility and comfort to the consumer as they seek out a reputable personal trainer for their services. Accomplishing these standards places a personal trainer among a group of career-based fitness professionals all working toward a common goal of improving the quality of certified personal trainers.

2. An NCCA-accredited certification There are 11 accredited certified personal training certifications according to the National Commission for Certifying Agencies (NCCA). This quote from the NCCA’s home page highlights the importance of obtaining and maintaining an accredited certification prior to working with clientele. “The NCCA Standards were developed to help ensure the health, welfare and safety of the public. They highlight the essential elements of a high-quality program.” *(There are 25 total certifications listed including strength coach, group exercise instructor, etc.).

3. A current first-aid/CPR & AED certification It is within the personal trainer’s professional scope of practice to obtain and maintain a certification in first-aid/CPR and AED in anticipation of a life-threatening event occurring on their watch.

4. Professional liability insurance Much like the requirement of auto insurance is required to operate a motor vehicle, personal trainers should obtain and maintain professional liability insurance prior to entering the workforce. The first priority in doing so is to protect the personal trainer in the event of a legal issue and, secondly, to assist the client in the event of an accident.

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Robert Linkul, MS CSCS *D NSCA-CPT *D, is the NSCA 2012 Personal Trainer of the Year and the NSCA Southwest Regional Coordinator and the Chairman of Personal Trainers Special Interest Group. Linkul is the Career Development columnist for the NSCA’s Personal Training Quarterly publication and speaks and mentors internationally on career development techniques for personal trainers.

Certification and continuing education organizations American Aerobic Assoc.

International (AAAI)

National Strength and Conditioning Association (NSCA)

American Council on Exercise (ACE)

Savvier Fitness

www.ACEfitness.org

www.TabataBootcamp.com

National Federation of Professional Trainers (NFPT)

SCW Fitness Education

www.aaai-ismafitness.com

www.nfpt.com

www.nsca.com

www.scwfitness.com

EDUCATION RESOURCE CENTER Education and certification opportunities for fitness and mind-body professionals

Functional Aging Institute Are you missing out on training the most lucrative population in history? Don’t be left behind grab your Functional Aging Starter Kit today for FREE! Learn tips to reach and train the population most in need of your fitness services, with the greatest financial resources and free control of their time.

Functional Aging Institute www.functionalaginginstitute.com

For information on how to get listed in the Education Resource Center, please contact susan@rbpub.com.

Expand Your Knowledge – Maintain Your Certification Give your clients, athletes, and group class participants the customized programs that address their needs and help them achieve results. Browse our hundreds of continuing education courses for field and lab assessments to guide your exercise prescription, specific exercises for all abilities/conditions, novel training protocols, and proven motivational strategies. Visit the DSWFitness/Human Kinetics Continuing Education web site to search by price range, certifying organization, subject area, or product format.

DSWFitness/Human Kinetics Continuing Education 800.873.6758 www.HumanKinetics.com/Continuing-Education

PFP Presents Affordable Teaching Certifications from FiTOUR! FiTOUR® has prepared over 100,000 part-time and full-time professionals to enter and stay involved in the health and fitness industry by providing exceptionally priced certifications and renewals. Each certification includes: study material, an IDEA e-membership, same-day in-home testing, and a printable certification. Renew for only $25!

Get Your Certification Today for a Special Price at FiTOUR.com/PFP

FiTOUR 281.494.0380 www.Fitour.com/PFP.com

Become a Mind Body Specialist Earning an ACE Mind Body Specialty Certification will help you deliver holistic wellness programs based on movements that improve posture, build strength and reduce stress. With the number of yoga and Pilates participants soaring to 22.9 million in the past decade, specializing in mind body exercise can help you cater to the growing number of people searching for a more balanced approach to health and wellness. Become an expert in yoga and Pilates to strengthen the core, build muscle, and fuel an internal connection with one’s self. To learn more about becoming an ACE Mind Body Specialist, contact: American Council on Exercise 888.825.3636 www.ACEfitness.org

Run-Fit Specialist Certification.

The Run-Fit SpecialistTM certification, developed by running expert and IDEA Personal Trainer of the Year Dr. Jason Karp, provides education for personal trainers, group exercise instructors, and coaches. Offered as either a home-study course or one-day workshop, it covers everything about running, including physiology, technique, workouts, injuries, nutrition, and women-specific training. Becoming a Run-Fit SpecialistTM enables you to teach Run-Fit Training classes and shows you how to design training programs for weight loss and for 5Ks to marathons.

Run-Fit 619.546.8386 http://run-fit.com/runfitspecialist

MAXIMIZE YOUR SOCIAL MEDIA STRATEGY

FOUR MISTAKES SABOTAGING YOUR SOCIAL MEDIA MARKETING EFFORTS

S

ocial media has allowed us to get our business in front of our exact prospects and let them have a look into what our business is all about.

Most of your prospects want to work with real people, not some corporation who treats them like another number, and this

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is exactly what social media allows you to do.

It allows you to show them you truly care.

Social media marketing is the way of the future, so we need to embrace it and start sharing authentically. Sharing who and what you do should be the cornerstone of your social media marketing strategy, but you

also need to think a step deeper to fully leverage the power of social media.

There are a few common mistakes and missteps fitness professionals unknowingly make in the attempt to market through social media.

Here are the four biggest mistakes that could sabotage your social media marketing efforts.

probably heard of people getting their Facebook accounts disabled because they didn’t follow the rules (most times Facebook doesn’t even tell you what you did wrong).

You may not realize it, but the majority of selling takes place off of social media, so that’s why it’s imperative you get prospect contact details.

Once you’ve captured their contact details you can communicate with your prospect exactly what you do, and you don’t have to worry about not using words like “fat loss” or “transform” that may get you flagged on social media channels. You can show your clients before-and-after pictures and share compelling testimonials. If you were to try to do this on Facebook, your ads would consistently get disapproved.

Scott Rawcliffe

Mistake #1: Not capturing your prospects’ contact details Building a targeted following and providing relevant, engaging content is a must; but what would happen if Instagram shut down tomorrow or Facebook deleted your account? All the time and effort you put into building your following would be lost because you never collected their contact details.

Social media channels are just rented space because you don’t own them. You need to collect your fan and follower email addresses and phone numbers. This way no matter what happens, you have an asset.

By capturing their contact details, this also allows you to play by your rules. You’ve

Mistake #2: Failing to build your invisible Facebook list Now that you are capturing prospect contact details you need to start building your “invisible list” of everyone that visits your website.

This way, regardless of whether they give you their contact details, you’ll still be able to market to them.

Facebook allows you to put what’s called a “retargeting pixel” on any site that you own and it will build a list of people who have visited your site, related to their Facebook account. You don’t get to see their name, email address or any direct information, but what you can do is create Facebook ads and target it to those exact people.

The best way to get your head around this is to think about a time where you looked at something on Amazon but didn’t buy it. And then that product followed you around the internet until you bought it. That’s a retargeting pixel in action.

This is a little more advanced, but even if you don’t know how to use it, the sooner you get that installed on your site the better. This way you don’t lose out on any potential prospects to market to down the road.

Mistake #3: Marketing to cold prospects Most prospects won’t buy from you because they’ve never heard of you, and they don’t “know, like and trust” you. If you’re only marketing to these cold prospects, your marketing is going to suffer. Separating your prospects by temperature will go a long way with how you market to them.

} Cold prospects: Don’t follow you on any social channel, have never been to your website } Warm prospects: Fan/follower on one or more social channels, or have clicked on your website } Hot prospects: Have given you their email/contact details Now just imagine how much better your results would be if you were putting an offer in front of people who have clicked on your site, are already following your business or have given you their email as opposed to just living in your area. Do you think you’d have a much higher conversion rate? Yes! Mistake #4: Marketing like Vanilla Ice Remember the song, “Ice, Ice Baby” by Vanilla Ice? What most people have not heard is any other Vanilla Ice song. Most fitness professionals, unfortunately, are marketing their business in the same manner. They put out an offer, and then you don’t hear anything else from them until they need to market their business again; and when you do, they put out the same offer again.

Instead of doing one-and-done marketing, think of what can be done to educate your prospects in between promotions so that the next time they see an offer from you they will buy. You know far more than you’ll ever be able to share, so start educating your prospects on why you’re the number one training center or trainer in your area. It’s your obligation to make sure that your community works with you, not that trainer down the road that hasn’t invested in their development in over a year.

If your prospects only ever hear from you when you have something to sell, chances are slim that you will have long-term success with your social media marketing.

Now that you know four of the biggest mistakes fitness professionals are making with their social media marketing, figure out which ones you’re making. More importantly, make the decision to take action and fix them.

Scott Rawcliffe is a fitness professional

and

fitness

social media expert who has helped some of biggest names in fitness build their business through the power of social media marketing. He is a sought-out speaker for industry

Here is a simple way to separate your prospects into temperatures:

conferences and events and leads workshops internationally. www.ScottRawcliffe.com

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NEW ON THE MARKET The latest trends in fitness equipment

FITTERFIRST EXTREME BALANCE BOARD II Fitterfirst Extreme Balance Board II gives you the ability to train your balance and coordination and build lower body strength and mobility at a high level. New features include a full 360-degree rotational, in addition to the side-to-side and front-to-back motion. Made from solid birch and high-quality polyurethane, with two levels of adjustable range of motion.

Great to use in training for sport specific balance skills. www.fitter1.com

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Lindsay's Review: Human Kinetics

Setting the highest standard for our craft as fitness professionals requires continual education. Knowing where to find reliable resources for information and education is critical.

Human Kinetics is a leading provider and publisher of educational resources. The scope of information available for fitness professionals is unparalleled. Whether looking for more general programming information (like fitness programming) or more focused information on a niche topic (such as plyometrics or joint-specific movements) Human Kinetics should be on the top of any fitness professional’s list as a trusted source of continuing education. www.humankinetics.com

18” PRO-ROLLER

FLEXLINE

NEXHALE

The shorter 18” length makes this PRO-ROLLER easy to carry or fit into a bag for convenient portability. The compact size is ideal for travel, taking to the gym and running races. The moderately soft density of the roller is comfortable for providing myofascial release and a gentle massage across the entire body.

The new roller features the same professional quality and resilient design as its longer 36” cousins. It is constructed of cross-linked, closed-cell EVA foam and is built to withstand heavy, repeated use. www.OPTP.com

Flexline dynamic cable training marries state-of-the-art technology with scientifically proven methodologies.

Flexline has patented “smart” handles so you can easily and safely increase or decrease weight with the touch of a button. No more re-racking to change your weight; no more guessing at the appropriate resistance level. Flexline is a strength-training cockpit that provides an unparalleled weight-lifting experience. www.flexlinefitness.com

NeXhale is a device that provides neck support to accomplish effective abdominal exercises by stabilizing the neck to prevent misalignment. The patented design helps relieve stress and pressure on the neck and upper spine and prevents abrupt tension that may cause injury during abdominal exercise. NeXhale supports the natural arc of the neck supporting both the head and spine, relieving tension on the neck and more effectively strengthening the core. www.nexhale.com

| WWW.FIT-PRO.COM | NOVEMBER-DECEMBER 2015

EVENTS CALENDAR November - February

NOVEMBER 2015 SCW Fitness l Boston Mania Nov. 13-15 | Boston, MA www.scwfit.com/mania

YogaFit l YogaLean Mind Body Fitness Conference Nov. 19-22 | Portland, OR www.yogafit.com

RISE Nov. 20-22 | Gaylord National Harbor, MD www.risefitcon.com

DECEMBER 2015 YogaFit l YogaLean Mind Body Fitness Conference Dec. 10-13 | Boston, MA www.yogafit.com

JANUARY 2016 FXP Level 1 Hula Hoop Trainings Jan. 30 | Gladstone, OR www.fxpfitness.com

FEBRUARY 2016 IDEA World Fitness Convention Feb. 25 -28 | Alexandria, VA www.ideafit.com

AAAI/ISM “One World” Feb. 26-28 | Colorado Springs, CO www.aaai-ismafitness.com

B.A.M. - Body and Mind Conference Feb. 26-28 | Chico, CA www.inmotionfitness.net

FXP Level 1 Hula Hoop Trainings Feb. 28 | Franklin, TN www.fxpfitness.com

For a complete listing, see our online Events Calendar at www.fit-pro.com/events.

NOVEMBER-DECEMBER 2015 | WWW.FIT-PRO.COM | 29

BE BETTER Phil Kaplan | www.philkaplan.com

What business are we in?

What business are we in? It should be a simple question to answer.

Are we in the health business? Hmmmm. If so, are we then in the same industry as medical professionals? If so, why are we omitted from the list of “Allied Health Care Practitioners?”

So maybe we’re in the fitness business.

That would put us in the same category as health clubs, infomercial product offerings and exercise books. At a glance, it certainly appears as if we’re in that realm, but when we look at the abysmal success (failure) rate of this industry as a whole, the association would lump us into a field of impotent promises.

We’re different than medicine, different than general fitness, because we specialize on the individual, right? Where medicine views patients as commodities and health clubs see members as dollar signs, we care!

We work with people, devoting time, energy and attention to every one of our clients. We are self-improvement specialists, aren’t we?

When judging the personal training industry as a whole, it’s hard to conclude all trainers deliver true betterment. Maybe we shouldn’t judge the industry as a whole. Maybe we should look at the 3%.

My friend, Dr. Daniel Pompa, an expert in cellular healing, has identified solutions to reverse chronic illness, but his solutions require responsibility and stick-to-itiveness among his patients. He’s learned that most of the people who are exposed to curative nutritional, lifestyle and nutraceutical solutions will reject the programs or abandon them. Based on that experience, he zeroed in on 3%.

Three percent isn’t a random number. It’s historic. We’re taught that back in the 1700s we had an emerging nation of patriots fighting against the restrictions of the English monarchy. We watch movies that lead us to believe we were a land united by a want for freedom. The truth is, while freedom sounded like a pretty good idea to most, it was only 3% who picked up arms and battled for that wish they saw as the future of a nation.

If there’s a lesson there, it’s that the inspired few can initiate massive change. To expect 100% of certified personal trainers to represent true excellence would be unrealistic, especially in a field where mediocrity seems acceptable.

Taking people through workouts, prescribing safe and effective exercise and designing fitness programs are all wonderful descriptions of what the trainer does, but if we live by those limits, we will never as an industry emerge as revered professionals. Perhaps we have to rely on the 3%.

Perhaps we should look to those few fitness professionals who not only deliver results, but deliver the agreed-upon results with the great majority of their clients. Perhaps we should look to those few fitness professionals who recognize the greatest needs of our population and employ strategies related to true lifestyle change. Perhaps we should look to valuable fitness professionals willing to charge fees in line with their true value. Perhaps we should look to those who not only value education, but strive for higher levels of mastery in delivering out-

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comes. Perhaps it’s time we move away from trying to fit ourselves into an established field, and we establish true identity, and if such is the desire, know that roughly 3% will take the lead.

I believe it is, in fact, time for leaders to lead, not only by sharing best practices at industry conferences, but by stepping out as role models evidencing the existence of a professional that shatters preconceived notions of what a personal trainer is.

A Google search for “self-improvement” yields more than sixty million results. As you begin to explore those books, programs and courses, you’ll find they’re all expansions or reinventions of the classics, “As A Man Thinketh” and “Think and Grow Rich.” The world doesn’t need another self-improvement expert lumped into a sea of redundancy.

Know that the medical field is swallowed by a pharmaceutical industry that generates hundreds of billions of dollars by not only recognizing the epidemic of chronic disease, but sustaining it.

Know that the fitness industry is, much like the diet industry, a money-dump for most who do not presently fit into the fit or near-fit markets as the absence of true strategies for compliance ensures those who have moved along a metabolic decline require extensive lessons in lifestyle the industry fails to provide.

We are the misplaced professionals with the opportunity to facilitate global change, but a few – roughly 3% – need to step up and challenge the current. In that lies the question I ask you to contemplate. Are you more comfortable in the mix, striving to find your place in an existing model? If so, good for you. You have clarity and should maximize your education and experience to be a front runner in the existing arena.

I predict 3% or so will shudder at that scenario. Outliers will hunger to rise above. If you are in that small percentage, I urge you to recognize the new realities, and consider the true opportunity that awaits you. } 65% of American adults have been diagnosed with at least one chronic disease and while they’re being medicated, they are not being cured. } Exercise as a modality of change and a disease intervention is more evidenced and validated than any 21st century medication aimed at lifestyle-related illness. } While our industry caters to what we perceive as a price-sensitive market, functioning American adults (meaning not the sick and dying) spend near $40 billion annually on complementary and alternative medicine aimed at two simple ends: being fit, being healthy. Undercharging hurts not only your financial situation, but also the public perception of the value we deliver.

See the opportunity. Make some important shifts away from convention. Become the betterment professional who stands as a true outlier. Be a three-percenter.

Phil Kaplan (www.philkaplan.com) conducts programs aimed at those few fitness professionals seeking extreme growth. He is conducting his Be Better program, a “best kept secret” of personal training icons, for a handful of up and coming leaders. For details send an email to phil@philkaplan.com with the Subject: Be Better.