Personal Fitness Professional Fall 2018 by MadMen3

SPECIAL 2018 HOT COMPANIES ISSUE

FALL 2018 | WWW.PERSONALFITNESSPROFESSIONAL.COM

YOUR BUSINESS: BUILD FROM THE GROUND UP

THE MOST OVERLOOKED INSURANCE CLAIMS 10 RULES FOR FINANCIAL SUCCESS JOURNEY TO SUCCESS MOIRA & LINDSAY MERRITHEW: LEADING A (MINDFUL) MOVEMENT

PFP ONLINE Visit

www. PersonalFitnessProfessional.com VOLUME 20 | ISSUE 4 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

lindsay vastola | lindsay@rbpub.com MANAGING EDITOR

mike beacom | mike@rbpub.com CREATIVE DIRECTOR

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

chad landers, frank pucher, jennifer urmston lowe FEATURED COLUMNISTS

The power of Tai Chi

Equip your competitive edge

Don’t dismiss this powerful exercise. By Dianne Bailey

Reasons to finance your equipment. By Debbie Neumann

OUR ONLINE COLUMNISTS

david crump, lisa druxman, shannon fable, rick howard, melissa knowles, greg vaughn

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Career Builder by Brandi Binkley

Entrepreneur by Jim White

Social Media Strategy by Scott Rawcliffe

INDUSTRY STATS 38.5% of non-studio owners plan to open a studio in the next few years. With an estimated 750,000 personal trainers

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

Pilates, cycling and that’s roughly 300,000 poised and eager to open their own studio! -Association of Fitness Studios

by Joe Drake

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Tel: 608.241.8777 E-mail: rbpub@rbpub.com Fax: 608.241.8666 Website: www.PersonalFitnessProfessional.com Digital Print Subscription Information Digital Subscriptions to PFP are free to qualified recipients and may be ordered at www.PersonalFitnessProfessional.com/subscribe. Reprints For high-quality reprints, please contact our exclusive reprint provider. ReprintPros, 949.702.5390, www.ReprintPros.com. All material in this magazine is copyrighted © 2018 by RB Publishing Inc. All rights reserved. Nothing may be reproduced in whole or in part without written permission from the publisher. Any correspondence sent to PFP, RB Publishing Inc. or its staff becomes property of RB Publishing Inc. The articles in this magazine represent the views of the authors and not those of RB Publishing Inc. or PFP. RB Publishing Inc. and/or PFP expressly disclaim any liability for the products or services sold or otherwise endorsed by advertisers or authors included in this magazine. PFP is published five times per year Winter (February), Spring (April), Summer (July), Fall (October) and Solutions Guide (November)

EXTRA

PFP (ISSN 1523-780X) [Volume 20, Issue 4]

Editor’s Top 10

Published by RB Publishing Inc. 2901 International Lane, Suite 100 Madison WI 53704-3128, Tel: 608.241.8777

A fit pro’s professional checklist By Lindsay Vastola

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Periodicals postage paid at Madison WI and additional offices. Postmaster: Send address changes to: PFP | P.O. Box 259098 | Madison WI 53725-9098.

LETTER FROM THE EDITOR

FOLLOW TOTY

Lindsay Vastola

Josh Bowen www.aspirefitnessky.com

lindsay@rbpub.com

Master the basics

Now versus then

2018 PFP Trainer of the Year winner Josh Bowen discusses what’s working for him right now in his business and what he wishes he did differently when he started.

s children, we learn to hold up our head, sit upright, roll over, scoot and crawl before we attempt walking, running or balancing. When we train a deconditioned or inexperienced individual, we teach fundamental movement patterns like pushing, pulling, squatting and hinging before we attempt compound movements or increasing resistance. We learn to add and subtract before we attempt algebra. We can’t run before we crawl, we can’t clean-and-jerk before we properly squat and we can’t solve algebra equations before we know how to add. Before we can build anything up, we must master the basics first. Building a business is no different. Why, then, do we see so many fitness professionals attempting to build up a business before ensuring the basics of their business are strong and steady? Many fitness business owners don’t have a profitable business plan or a working business model. This is like trying to build a house without architectural plans. They are entering into costly leases and emptying their pockets on marketing and advertising they hope will work. They are hiring too soon and without systems in place. Their businesses are vulnerable to scrutiny and potential penalties because of employee misclassification and other exposed liabilities. And most often, they are not working with the right people ensuring their accounting, legal, insurance and other basic business matters are in order. Are the basics of your business strong and steady? This issue is will help ensure you have a strong foundation, so you can then build up — no matter if you’re a young or established business. } Jennifer Urmston-Lowe gives an eye-opening glimpse into the most commonly overlooked insurance claims that can threaten the lifeline of a fitness business. } A strong business is built on strong financial principles. Frank Pucher shares 10 rules for financial success. } There’s no better example of what a strong business built from the ground up looks like than our Journey to Success featured professionals Lindsay and Moira Merrithew. They built their mindful movement company from a single Pilates studio to a global movement spanning the last 30 years. Be wary of the trap so many ambitious and passionate professionals fall into: attempting to build a business up before mastering the basics. Sure, you will trip, fall and make mistakes just as you did when you learned to walk. But if you’re diligent in building a strong foundation, when you do build up, your business will be more resilient to adversity and far more likely to experience limitless success.

Where are you currently seeing the most success in your business? My focus for 2018 was to increase my profit margins. Because of this focused attention on raising prices and lowering expenses, this has had a direct impact on my business and personal success. If there is one thing you would have done differently at any point in your business, what would it be? I would have started my business with lower expenses. Many believe we must have certain things especially when we open our businesses, but margins are more important than expenses. I really feel you should start a business and conduct business consistently very lean until you can prove a larger profit margin. What advice would you give on how to effectively grow a new fitness business? Run a lean business with as few expenses as possible and have multiple sources of income. Do not just rely upon personal training revenue. Sell supplements, nutrition programs, online personal training, etc. to have multiple streams of income. Diversify as much as possible.

Committed to your success,

P.S. Need to work on the fundamentals of your business? I encourage you to join us at our one-day event, Take the Leap in Chicago on October 24. This interactive workshop, ideal for both current and aspiring business owners, will focus on your business plan, best practices, marketing, and sales strategies you can implement immediately! Info & registration: www.clubindustryshow.com/TakeTheLeap

2018

CONTENTS

Volume 20 | Issue 4

JOURNEY TO SUCCESS

10 RULES FOR FINANCIAL SUCCESS

Leading a (mindful) movement Lindsay G. Merrithew & Moira Merrithew Lindsay Vastola

A practical approach for building wealth Frank Pucher

DRAWING THE LINE

HIDDEN RISKS

Avoiding conflict can ruin a business Chad Landers

The most overlooked insurance claims in fitness Jennifer Urmston-Lowe

DEPARTMENTS

LETTER FROM THE EDITOR Master the basics

Lindsay Vastola

PROFILE

Mobile assessments: anywhere, anytime!

PostureScreen

MINDSET & MOTIVATION

Gratitude: the secret weapon

David Crump

LEADERSHIP

Harness the hustle

Shannon Fable

THE MESSAGE

Robert “Pip” Piparo

EDUCATION TRENDS

Don’t forget your differentiator

Personal trainers are physical literacy specialists

Melissa Knowles

Rick Howard

BEST PRACTICES

UP-LEVEL YOUR CAREER

Keys to keeping great coaches

Greg Vaughn

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EXERCISE SPOTLIGHT BOSU NexGen Balance Trainer

BOSU

NEW ON THE MARKET

The latest trends in fitness equipment

EVENTS CALENDAR

Upcoming industry events

BE BETTER

Stages of a business

Lisa Druxman

PROFILE: POSTURESCREEN www.postureanalysis.com/PFP

866.577.7297

info@postureco.com

Mobile assessments: anywhere, anytime!

he foundation of quality programming is reliable assessments; the foundation of reliable assessments is consistent, quality data. While most fitness professionals perform routine postural or functional movement assessments with clients and prospective clients, assessing tracking and reporting the data is often inefficient and difficult to leverage.

Enter the PostureScreen® mobile screening app created by PostureCoTM. PostureScreen is an ideal solution for health and fitness professionals to quickly and accurately screen and provide comprehensive reporting anytime, anywhere…even with remote clients! By simply capturing a few images of a client within the PostureScreen app — or taken remotely in the client-friendly version, RemoteScreen® — a 1-, 2- or 4-view analysis measures angles and linear distances to reveal posture displacements. Quickly print or email clients their comprehensive report and ongoing progress, along with the option to provide custom exercises based on your client’s screening results. With the continued success of the PostureScreen app, PostureCo continues to innovate mobile tools for fitness and health professionals. Optional in-app upgrades include SquatScreen® for video-based movement assessments of several functional exercises and LeanScreen® 2D and 3D Body Composition Module for accurate photographic, anthropometric body composition analysis including waist-to-hip ratio, BMI, BMR and lean body mass. Starting at $39.95US, the PostureScreen app is a cost-effective solution that can easily be an additional revenue stream or value-add option for any business or independent professional. With options like branding customization and easy integration with routine assessments and screenings, PostureScreen and the suite of PostureCo apps is an ideal solution for fitness and health professionals that has the potential to provide more consistent and accurate assessments, deliver more meaningful information for both the client and professional, and increase revenue while differentiating from the competition! For video demos and to learn more about the benefits of PostureCo’s mobile assessment apps visit www.postureanalysis.com/PFP.

ABOUT POSTURECO PostureCo, Inc. is a technology company focusing on posture and movement analysis, evaluations and screenings as well as spinal x-ray biomechanical mensuration EMR products for healthcare professionals. These software products are utilized by thousands of clinicians and fitness professionals globally, generating documentation from everything from postural, movement and body composition screenings to computerized radiographic X-Ray analysis documentation. Applications utilize patented methods for postural, movement, and body composition analysis. They are available on the Apple iTunes App Store as well as the Android Google Play store. SquatScreen® and LeanScreen® are in-app upgrade modules within PostureScreen Mobile® as well as standalone applications. PostureRay® is a radiographic specific EMR system that is available for the Windows operating system.

MINDSET AND MOTIVATION David Crump

www.davecrump.com

Gratitude: the secret weapon

hink of your least favorite weekly activity. You know, the one that you dread doing. Now close your eyes and say out loud “I have to _______(activity).” Now, do it again, but this time I want you to say, “I get to _______(activity).” Did you feel the difference? That tiny little shift in phrasing that made that thing you hate doing just a bit more bearable? This shift reframes it to reflect an attitude of gratitude, and it is a secret weapon to enhance or maintain motivation, especially when it seems most difficult. Formally defined, gratitude is the quality of being thankful and if you’re reading this then you likely have plenty to be thankful for. The challenge is that life comes at us so fast that we often forget to practice gratitude. “Practice” because when we do it regularly something magical happens; we stop focusing on what isn’t happening for us because we realize how many things are going well and we just can’t help but smile. There are no wrong ways to practice gratitude, but there are things that seem to make it more beneficial. For starters, you should say what you are thankful for out loud, like declaring your goals. Verbalizing and hearing your words make them more believable and impactful. Second, avoid mentioning material possessions and instead focus on people, experiences, or opportunities as well as the outcomes that may have resulted from these influences. This will connect you with a deeper purpose and meaning. Finally, challenge yourself to come up with new things to be grateful for regularly; doing so will make it hard to feel like your life isn’t adequately stocked already. We are not unlike our clients. We have long work days, regular responsibilities, and have considerable goals we are chasing. Although it may be easier for us to exercise regularly and eat healthy, there are still things we must do that test the limits of our motivation. Maybe that’s marketing our services, cleaning our gym, or writing 30 new client programs in a weekend. Either way, we must remember that “we get to do this” — we get to pursue a career that rewards us with sweaty hugs and heartfelt high-fives.

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

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LEADERSHIP Shannon Fable

www.shannonfable.com

Harness the hustle

ustle… this seems to be the battle cry of every personal training business mentor. Do more to earn more. Is this the best way? Hustle means forcing someone to move hurriedly or unceremoniously in a specified direction; busy movement and activity. But being busy won’t get you anywhere; being productive will! Creating a workflow is the missing step. Think of this as your daily, weekly, quarterly, and yearly series of actions to identify what must get done, the steps required, and the cadence at which the work can be completed. } Choose your tool(s). A simple to-do list works for some things (like remembering what you need at the grocery store), but to organize and grow a business you’ll need something a bit more robust. Try a simple notebook and platforms like Trello. } Get in the habit of using these tools to capture every single thought and consolidate into one location. Yes, that means getting action items and brainstorms out of emails, texts, phone messages, and Facebook for easier visibility. } Create a cadence and process to turn your thoughts into actions. This is your ‘workflow.’ Review this daily, weekly, quarterly, and annually. For example, I begin my day with a 10- to 15-minute review which includes: what I accomplished the day before, tracking the status of items I’ve delegated or am waiting on, and identifying the ‘must do’ items for the day. I focus on single tasks to move projects forward daily. Then, each Sunday I spend 30-45 minutes doing a deeper dive to focus on projects and progress. I sort through my handwritten notes, other scraps of paper that have accumulated, and any thoughts for reflection. What got done? What didn’t? What can be moved or removed? Finally, I mark a date on the calendar quarterly and yearly for a 360-degree review of my business as a whole. Productivity requires getting essential projects across the finish line to enhance your business. Enhance doesn’t necessarily imply growth. It could be increasing efficiency, improving quality, or tackling new opportunities. It requires discernment and constant renegotiation. Believe in working hard, but working hard on the right things at the right time. Harness the hustle!

Shannon Fable, 2013 IDEA and 2006 ACE Instructor of the Year, is VP of Fitness Programming for the FIT4MOM® franchise. For more than two decades, she has consulted for impressive brands including Anytime Fitness, Schwinn, Power Systems, and BOSU®. An experienced educator, writer, and certified Book Yourself Solid® Business Coach, she helps fitness pros navigate the industry and make more money. She is Vice Chair of the ACE Board of Directors and owner of GroupEx PRO®, a cloud-based management tool.

FALL 2018 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 9

BEST PRACTICES

CAREER ACCELERATOR

Melissa Knowles

Greg Vaughn

www.gymhq.club

Don’t forget your differentiator

hile integrating a staff rewards and recognition program does take effort, it need not be overly complex or time-consuming, but the positive effects are invaluable! Think of recognition as a communication tool which helps reinforce behaviors and outcomes your organization values most. It provides a pathway for you to say, “YES, that’s exactly what we’re looking for. Do more of that!” In a workplace that consists of several generations simultaneously, it’s important that your program speaks to everyone. The tried-and-true Employee of the Month is still great for recognition. The calendar naturally provides us with 12 smaller timeframes during which to measures success. Dedicate a few moments each month to recognize one outstanding team member and crown them your MVP and they should be recognized in front of the entire team. Make sure to clearly outline why this person is such a vital part of what makes the company great and how their actions contributed to success during the month. Complete the recognition with a certificate and reward (bonus, gift card, prize pack, etc.). This adds a formality to the presentation and makes it feel official. Consider a wall of fame to showcase the current month’s MVP as well as past superstars. The best leaders don’t make team members wait to let them know they’re doing a great job, they recognize achievement as it happens. So, while you may be keeping score internally for your monthly MVP, don’t forget to give frequent pats on the back when any team member exemplifies your brand ethos, hits a milestone, or goes above and beyond. The best part about daily praise is, it’s free! While your team members will undoubtedly appreciate being recognized via the non-digital channels above, tools such as Facebook, Twitter, Instagram, and the company website are great platforms to broadcast shout-outs. Your company homepage and blog are prime real-estate. Dedicate a portion of them to your hard-working employees. Use these areas to highlight team members and provide their backstory (accenting their passions and unique life histories). This not only allows for recognition but also showcases your valuable team to your clients and potential clients. After all, for most fitness businesses, people are the number one differentiator!

Melissa Knowles is Vice President of GYM HQ, providing corporate services including accounting, payroll, HR and customer service for the fitness industry. In more than 17 years of industry experience her expertise includes strategic operations, staff training, cost savings analysis, reporting development and implementation, fitness department overhaul, client retention systems and corporate management. mknowles@clubready.com

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www.redefiningfitness.libsyn.com

Keys to keeping great coaches

uilding the right team to grow your business is everything, but finding and keeping great coaches can be a struggle. Many coaches dream of owning their own business one day and this mindset can be great for attracting leaders with a vision who will put in time and effort to achieve it. However, it can also create friction if they feel like they can do better on their own. A few things that will keep coaches working for you long term are compensation, resources, education and vision. Compensation: Compensation is an important structure to have in place, and it is difficult to set up a fair compensation plan. Growth is the most important part of this plan. Having a flat fee or flat percentage-split quickly becomes dull. Design a plan that rewards employees for great work. Commissions, bonus structures, and tiered pay goes a long way. You want to ensure that there are goals to work towards, and rewards for achieving those goals. Have a long-term plan in place that provides the opportunity for trainers to be successful over time. For example, coaches may start out earning 40-50% of sessions and be promoted to 60-70% when they have successfully completed over 80 sessions per month. Adding in a 10% commission on new sales, or monthly bonus opportunities can ensure a high work ethic as well. Resources: When building a company, it is important to provide more resources than just a facility. The facility is a great way to attract coaches and clients, but to keep a team long-term, what else can you provide? Access to enrollment forms, tracking systems, programming logs, prospects — these are all very simple, but extremely useful, especially for new coaches. Education: This may be the most important component to keeping the best coaches happily working for your company. Teach them programming, sales, marketing, leadership, business. Let them in on the company’s tactics. Host ongoing seminars, perform one-on-one reviews, and help them become great at what they do. When you find extremely talented coaches they can help develop other coaches as well. Vision: Keep coaches motivated by working toward a common vision and maintaining a purpose. Share the vision and mission with your team and find people who are on board with the vision. Break it down into steps for growth and be clear on assigning tasks and goals each day, week and month. When people buy into a vision, they become a team that will lead to long-term success.

Greg Vaughn is the CEO of Premier Fitness and host of The Redefining Fitness Podcast. Greg started in the industry in 2009, and has grown multiple successful fitness businesses. He is an author, speaker and strength coach for the general public. To learn more about his mission of "Redefining Fitness," visit: www.redefiningfitness.libsyn.com

TAKE THE LEAP: FROM FITNESS TRAINER TO BUSINESS OWNER

Hosted by:

WEDNESDAY, OCTOBER 24, CHICAGO, IL

Whether it’s starting your own business or opening a studio — discover the first steps to doing it on your own, doing it successfully, and doing it for life.

LINDSAY VASTOLA

Editor, Personal Fitness Professional (PFP); Founder & Owner, Body Project Your First Step: Create a sound business plan

MELISSA KNOWLES

Vice President, Gym HQ Business Best Practices: Understand the most critical do's and don'ts

ONE-DAY INTENSIVE FOR FITNESS PROFESSIONALS

RYAN KETCHUM

Executive Director, VP of Sales & Marketing, Fitness Revolution Marketing: Strategies to attract your ideal client

MARK NUTTING

Owner, Jiva Fitness Sales: Strategically price and sell your services

INTERACTIVE HOT SEATS Our speakers help you with your next steps

Part of Club Industry Show October 24-26

The Take the Leap one-day intensive is hosted by Personal Fitness Professional (PFP) as part of Club Industry Show. With an All-Access Pass you get this one-day intensive and the following: } Access to all Club Industry Show sessions October 24th - 26th (including the Personal Training track October 25th - 26th) } Conference networking events including Networking Nightcap and Club Community Breakfast

} Welcome reception with open bar and hors d'oeuvres } Admittance to the 2019 PFP Trainer of the Year award ceremony } Free exhibit hall access } Participation in early morning workouts

Journey to Success

By Lindsay Vastola

LEADING A (MINDFUL) MOVEMENT Lindsay G. Merrithew & Moira Merrithew

On the occasion of Merrithewâ&#x20AC;&#x2122;s 30th anniversary, co-founders Moira Merrithew and Lindsay Merrithew reflect on how strong partnerships have helped transform the Toronto-based company from a single Pilates studio into a global force in health and fitness and have continued to lead a truly mindful movement. Merrithew began as a single Pilates studio in Toronto. What was your vision for the company when you began? Lindsay: Our vision for Merrithew evolved quite organically. I happened to be in New York studying at Juilliard when I first learned of Pilates. Around that same time, Moira was in a career transition and decided to come to New York to complete her training with Romana Kryzanowska. We returned back to Toronto and set out to make Pilates a more widely available method of exercise. Moira: From the outset, our intent centered on wanting to bring the benefits of safe and effective exercise to people of all ages and fitness levels. In collaboration with a number of health care professionals, we created a comprehensive, systematic and contemporary approach to the original Pilates teachings. We called our method STOTT PILATES.

Lindsay: The business models for the company expanded soon after we started. We wanted to provide high-quality education, manufacture state-of-the-art Pilates equipment and offer a flexible model for studios, clubs and fitness professionals to offer and train STOTT PILATES. With no access to Pilates equipment, we set out to create our own and design our line in such a way that it easily allowed more people to participate without compromising on safety and effectiveness. Moira: We were fortunate to establish some incredible partnerships in the early days that led to Merrithew to quickly establish a reputation for excellence and set a path for growth. Over the past several years, Merrithew has expanded its programming offering. How do you define mindful movement? Moira: Mindful movement is moving with

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intent; having an acute awareness to the ways that movement can impact our bodies and the overall physical and emotional effects it can have. Lindsay: The expansion of our programming offering stemmed from continuing to grow as a company, but more importantly recognizing the diverse needs of our professional community. Professionals want options to continue furthering their education, broadening their client base and ensuring their knowledge is up-to-date and supported by the very latest exercise science research. Moira: Mindful movement as a category has evolved extensively over the past decade whereby we incorporate so many different forms of fitness into our modalities all while still maintaining a strong mind-body connection and always focus on the safety and effectiveness of movement. Lindsay: Our Fascial Movement education is a great example. It gives profes-

MERRITHEW’S (MINDFUL) MOVEMENT AT-A-GLANCE 1988: Company founded in Toronto 2000-2004: Merrithew recognized as one of Canada’s Fastest-growing Companies by PROFIT Magazine. CURRENT BRANDED PROGRAMS INCLUDE: STOTT PILATES, ZEN•GA®, CORE™ Athletic Conditioning & Performance Training™, Total Barre®, and Halo® Training 50,000+: Number of trained professionals globally

sionals who want to learn about fascia anatomy practical tools for integrating new knowledge into their everyday work with clients. It’s been especially helpful for professionals that don’t come from a Pilates or mind-body background. Our hope is that through new programming we can continue demonstrating the myriad of ways that mindful movement can be added to a range of fitness regimens. How did fitness professionals and their development become such an integral part of Merrithew’s business? Lindsay: In the early days with our own studio, we saw that instructors often aspired to open their own studios. We saw this as an opportunity to create a systematic approach to our education and establish an education model that assisted instructors in building their careers and supporting them when they went on to start their own businesses. We view education as being the heartbeat of our business and strive to always support a lifetime of learning. It is an immense privilege as well as responsibility. We have been so fortunate to have incredible education partners who have embarked on this journey with us and have provided such incredible support to instructors over the past three decades.

Moira: What has been inspiring to witness, especially, in the last several years are the connections being made within our community. Many of our Merrithew Instructor Trainers travel all over the world and have forged strong relationships with so many professionals that extend well beyond the training. The support and mentorship they have brought each other is incredible and only fuels their continued professional and personal growth. Describe a challenge that has informed how you now run Merrithew. Lindsay: We experienced some periods of rapid growth. While those periods can be exciting, there are challenges to growing on the global stage. Merrithew has become more methodical in its approach to growth. As the company matures, we are more confident in what opportunities we need to pursue while balancing the continued needs of our customers with the expectations we have of ourselves in ensuring we continue to deliver premium goods and services. Moira: We have also learned that growth takes time. For example, if we focus on educa-

tion for a moment, we know the more systematic Merrithew’s approach, the more effective it is when being delivered by different instructors all over the world. It is important to ensure the experience of our education is consistent — we never want to compromise on quality because we brought an offering to market too quickly. It’s a delicate balance, of course, but a challenge we have learned from. Where do you see mindful movement going as it relates to fitness professionals and the clients they serve? Lindsay: Over the last number of years there has been increased awareness of the benefits of mindfulness and frankly, the need given our world today. We have witnessed first-hand, the benefits of Pilates and other forms of mindbody exercise can have on people of all ages and fitness levels. The role it can play in the rehabilitation process to how it can support elite athletes demonstrates the breadth to which it can be applied to every day movement. Moira: There’s no question this category will continue to grow. Where we still see opportunity is in helping professionals, from all backgrounds, discover how best to incorporate mindful modalities that work for their disciplines as well as their client base. The more we can demonstrate the versatility of these modalities, the more we can support professionals in effectively working with clients as they progress through life stages, deal with injuries and other chronic conditions that can occur. Merrithew’s reputation for innovative, quality products and programming long-established, through its next chapter, Merrithew will strengthen its reputation as a leader in mindful movement by empowering more and more people around the world through the life-changing benefits of mind-body exercise.

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THE MESSAGE: ROBERT “PIP” PIPARO www.555fitness.org

@555fitness

obert “Pip” Piparo isn’t just fighting fires in the town of New Brunswick, New Jersey… he’s leading a movement. What started as a small Facebook page offering free workouts for first responders has grown into an avid social media following of more than 100,000 strong. Piparo is relentlessly committed to decreasing the number of line of duty deaths (LODDs); he evolved 555 Fitness from simply a social platform to a Not-for-Profit organization that has donated over $20,000 in functional fitness equipment, provides free workouts on multiple platforms, and is bringing awareness of physical fitness to first responders from local communities to across the globe. Here is how Robert “Pip” Piparo — with his notorious hairstyle — is sharing his powerful message… My ideal client is a tactical athlete who is motivated, committed and passionate about making their personal fitness a priority in their life. My message, like fitness, is constantly changing. However, its base and core stay the same. I look to inspire and motivate those who I come in contact with to make positive and healthy changes in their life. Not only in the emergency services community, but beyond.

ROBERT “PIP”

PIPARO

@555fitness

If I had only one way to spread my message it would be through social media, no doubt. I feel as though we are constantly bombarded by negative messages and posts on social media. At times showing emergency services personnel in a very poor way. People are constantly looking for the positive and motivational posts, not just #flexfriday pics (although those are fun). I can share my message of motivation by showing people the highs and the lows, all by using different social media platforms. People follow me because I have an awesome haircut. Well, that may play a small role in it, however I believe people follow me because I’m a fairly average guy who refuses to be average on all accounts. I’m constantly seeking to be better than yesterday, just like everyone else. At times, I feel like the people I am helping actually help me more than I am helping them. It makes it a very rewarding situation for all. Successful messaging is all about positivity. You can even turn a negative into a positive with the appropriate message attached to it. Those messages are sometimes the most powerful. Showing our audience that we are in no way perfect, or experts. As a professional firefighter, I am sometimes referred to as a hero, which is very flattering. However, my chosen career does not change the fact that I still struggle with fitness just as much as others do.

OUR ANNUAL

COMPANIES

ISSUE! PROFILES OF LEADING INDUSTRY SOLUTION PROVIDERS

LETTER FROM THE EDITOR Lindsay Vastola

lindsay@rbpub.com

TABLE OF CONTENTS

An overlooked competitive edge

ndependent fitness professionals and studio owners are facing the increasing challenge of staying relevant in a market where, not so long ago, there was little-to-no competition. While you may not consider yourself in the same category as these players, the reality is most consumers don’t recognize the difference. Well-planned training programs and personalized client experiences may still be a competitive advantage over big box gyms, but unfortunately may not be enough to compete against the rapid pace of national franchise brands and established companies entering the boutique studio space. Without a strong competitive edge, many independent fitness professionals and studio owners are likely to be squeezed out of the marketplace. If safe, sound training programs and exceptional client experiences are no longer enough to compete, then what will keep the independent fitness professionals and studios from being drowned out by the influx of competition? A consistent, strong, clear message. There’s a tendency for fitness professionals, when threatened by competition, to believe they need to add more to their business in order to compete. The studio down the road offers barre? We should too! Kids fitness? Yes, I’ll add that! Childcare? Ok! Rather than strengthening the business, what this does is detract and dilute the business’s core services and messaging, making it infinitely more difficult to stand out. Can you describe exactly what you do, how you do it, and who you do it for in one consistent, strong, clear message? Messaging is a more important competitive edge than ever. But it’s exactly that… an edge. To simply compete at the same level, don’t forget you still need solid business fundamentals. Technology, for example, is unquestionably necessary to remain relevant. Not only to sustain a well-run business but because consumers are now actively seeking technology options in their fitness experience like wearables, gamification apps and for social networking and accountability. Fairly simple and cost-effective technology solutions like the ones included in this issue can certainly help enhance your current business and client experience. Likewise, partnering with reputable certification companies, continuing education agencies and professional organizations to protect your business is paramount to your longevity and success of your business. This is the goal of our annual Hot Companies issue — showcase a handful of the leading companies and resources an independent trainer or business owner can integrate to stay competitive in a rapidly changing industry.

LOYALTY FOR A LIFETIME

A business model to increase lifetime client value Eric Goetsch

HOT COMPANIES TOC

| 2018-19 HOT COMPANIES

FEATURE ARTICLE Eric Goetsch

www.fitnesstogetherfranchise.com

LOYALTY FOR A LIFETIME

A business model to increase lifetime client value

usinesses that stand the test of time, have an understanding and ability to deliver on their clients’ needs and wants. Sounds simple, but it’s surprisingly overlooked. Before you can give your client what they expect, you need to understand who your client is, and then determine what you can provide to them. However, in this discovery process, don’t get so wide in your offering that you don’t stay true to your core values. It’s a common mistake to try and be everything to everyone. After you have identified and understand your core client, you can then begin to establish a process to drive client loyalty. Client loyalty is the result of a consistently positive emotional experience, service satisfaction and the perceived value of the service. Evaluate loyalty by looking at your “frequent-users, high-promoter clients” and

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assessing what percentage of clients fall underneath that category through systems you have in place (Net Promoter Scores, or NPS, for example). Fitness Together®, for example, automates this process and integrates results to evaluate performance overtime. No matter what system you have in place, it’s vitally important to establish benchmarks and continuously measure client satisfaction and ask for client feedback. Once you have identified your target audience, defined what loyalty means to you, identified metrics, how do you then drive customer loyalty? The following are four key recommendations to drive client loyalty in your business: 1. PERSONALIZATION Make the experience all about your client. Think about your environment — the look, feel, atmosphere — what type of music is

playing, at what temperature is the thermostat set, how is your customer greeted? Think about your trainer’s delivery and motivational techniques, do they fall in-line with what resonates most with your client? Consumers seeking personal training are looking for extra personalization and inspiration. The most successful trainers inspire their clients with ideas about health, nutrition, fitness and wellness. They take the time to tailor this information to the unique needs of their client. They want a trainer to hold them accountable and help them stick to a plan they are working toward to accomplish their desired results. 2. INFORMATION Clearly identify and articulate relevant information that your client is most interested in learning about. Are you sharing new information about health and wellness with your

CLIENT LOYALTY IS THE RESULT OF A CONSISTENTLY POSITIVE EMOTIONAL EXPERIENCE, SERVICE SATISFACTION AND THE PERCEIVED VALUE OF THE SERVICE.

clients? Is there a new product or service that they should know about? You should share these messages with them consistently by sending out monthly newsletters, weekly blogs, and daily social media posts. While this can seem daunting, it’s an important step in driving loyalty with your clients, and they expect it! 3. CONNECTION How is your client greeted when they walk through the door? What is the flow of the session and are these steps taken every time? To create authentic connections, think about the questions you are asking your clients, are you taking the time to actively listen? Do you follow up with the answers during the workout or at their next appointment? Do you have a system in place to ensure consistency? The worst mistake you can make when it comes to connection is inconsistent delivery.

4. VALIDATION Are your clients getting results? Are you conducting assessments regularly? Try scheduling comprehensive assessments every six weeks, for example, and discuss the results against the client’s set goals — from movement, to body fat, to strength. While results are the end game, never lose the human touch. Sit down and talk through the results with clients to help them understand and make changes when necessary. It’s critical for loyalty to drive client lifetime value and business profitability. This allows you the freedom to re-invest in your business and refresh the customer experience, which in turn allows you to build a stable financial structure for your family, employees, etc. The most successful businesses respond to the needs of their current clients and organization by developing products, services and/or processes to meet future demand rapidly and efficiently.

Many franchise organizations like Fitness Together® have already done the heavy lifting by having systems in place to efficiently drive client loyalty and lifetime value. No matter what fitness space you are currently in, generating and retaining clients is the end goal and focusing on client loyalty can help with both.

Eric Goetsch is the VP of Franchise Operations at Fitness Together®, a one-on-one private, personal training franchise focused on changing clients’ lives with improved fitness and health. The company began franchising in 1996 and has approximately 140 locations across the United States. Fitness Together® is part of WellBiz Brands, Inc., the manager of three health and wellness franchise brands which also includes Elements Massage® and FIT36®. To learn more about the brand and owning a Fitness Together® franchise, visit www.fitnesstogetherfranchise.com.

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COMPANIES

2018-19 IntelaMetrix, Inc. is a technology company that continues to be a leader in bringing ultrasound technology to the fitness industry, revolutionizing accurate measurements of fat, muscle, and more. Our flagship product, the BodyMetrix™ Professional System is a portable and affordable solution which uses proven ultrasound technology. Highly visual, it combines a hand-held ultrasound wand coupled with innovative software to non-invasively measure and monitor body composition with ease, accuracy, and consistency. Science-based validation studies show good agreement with gold standard methods. Assessments take only minutes and results are not skewed by hydration, exercise level, time of day, body temperature or caffeine intake. The BodyView ProFit™ software runs on Windows or Mac operating systems with an unlimited client database. Customizable client reports can be emailed directly to save time and reduce printing costs. What separates the BodyMetrix™ Professional System in today’s marketplace is the unique ability to measure and track metrics beyond bodyfat percentages. This distinct advantage stems from the ability to directly visualize and quantify fat and muscle layer changes. BodyMetrix™ crosssectional scans provide a wealth of tangible information that motivates clients, providing a clear understanding of weight distribution and the progress they’re making toward achieving goals along their health and fitness journey. It shifts the paradigm from “weight loss” to “fat loss” beyond mere numbers, while validating all the hard work they’re putting in when trying to build muscle or lose fat in conjunction with optimal diet.

CONTACT INFO: COMPANY: IntelaMetrix

WEBSITE: bodymetrix.com

PHONE:

925.606.7044

EMAIL:

info@intelametrix.com

The BodyMetrix™ also clearly identifies “skinny fat” individuals who may look fit but are often metabolically obese and could be at greater risk for diseases like diabetes, heart disease, and stroke. BodyMetrix™ scans often serve as a “wakeup call” and drive home the point! For the practitioner, this is a great opportunity as it’s a powerful tool to better evaluate diet and nutrition compliance, asymmetric muscle imbalances, sarcopenia, and progress toward functional recovery. Seeing is believing… The BodyMetrix™ Pro System is an affordable, cost-effective solution loaded with an arsenal of various metrics and visual tracking tools for achieving optimal fitness, health, and wellness. BodyMetrix™ delivers exceptional value at a price point unmatched in the industry, and a powerful revenue generator with a quick ROI that’s backed by science and trusted ultrasound technology. 2018-19 HOT COMPANIES | 7

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COMPANIES

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NOT ANOTHER GYM FRANCHISE Founded in 1996, Fitness Together® was born out of a trainer’s need to take control of his future and fulfill his entrepreneurial desires. Since that time, Fitness Together® continues to inspire its owners and clients to propel their future and live their best lives. Fitness Together® is the premier private-suite personal training studio offering clients a custom fitness and nutrition experience. Unlike other fitness concepts, Fitness Together® targets a specific niche of upscale clientele with a strong need, not just a desire, for the service we provide. The simple model is backed by a franchise system with a 20+ year track record of marketing and operations support. There are tens of thousands of gyms and health clubs out there. This is not one of them. We are truly changing lives by helping people set and stick to their fitness and health goals. THE MODEL } Fully-equipped private workout suites (3-room setup) } Small manageable footprint (1500-2000 sq. ft) } Simple build out & minimal equipment package } $147,000 - $192,400 total initial investment } No traveling to clients or hauling equipment } 4-5 employees = scalable multi-unit concept This business was started to help owners and clientele succeed beyond their wildest dreams. Fitness Together® offers support with site selection, studio design, construction, training, marketing, and day-to-day operations. As an owner you get access to not only the support center’s experience and knowledge, but the entire franchise community. Now is the time to take control of your future and learn more about owning a personal training studio today.

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CONTACT INFO: COMPANY: Fitness Together

WEBSITE:

fitnesstogetherfranchise.com

PHONE:

303.663.0880

EMAIL:

info@fitnesstogether.com

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COMPANIES

2018-19 FiTOUR® makes it possible to get ahead in the fitness industry and grow a rewarding, purpose driven career. FiTOUR® is a leader in providing nationally recognized fitness certifications, recommended by health and fitness directors & managers across the country. FiTOUR® makes it possible for the Fitness Professionals to expand their knowledge and share their passion for fitness by offering affordable, comprehensive, cutting edge certifications grounded in exercise science and guidelines for safe and efficient health and fitness practice. FiTOUR® Offers: } Online Certification with Exams } Online ACE, AFAA & NASM approved CEC Courses } Free online Study Materials } Instant Exam results } Certificate available after Exam } O nline Renewal Courses for $25.00 every 2 years } FREE IDEA e-membership

CONTACT INFO: COMPANY:

FiTOUR® Certifications

WEBSITE: www.fitour.com

Today the FiTOUR® Development Team continues to write and develop additional outstanding health and fitness certification programs to keep fitness professionals and enthusiasts ahead and on top in an ever-changing fitness field. FiTOUR® makes obtaining your fitness certifications and continuing education convenient & affordable!

PHONE:

281.494.0380

EMAIL:

clara@fitour.com

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COMPANIES

2018-19 Protect Your Business the Way You Protect Your Clients Before you begin a workout with a client, you advise them to do certain things: wear the correct attire, use the right equipment, and stretch their muscles. The goal is to protect your clients so they can enjoy the benefits of a good workout without causing them pain or damage to muscles or tissue. You can protect your business in the same way — with liability insurance. Liability insurance protects your business by covering you if you are sued or if a claim is made against you. As a fitness professional, you could be sued for a number of reasons. Consider this situation: A personal trainer recommends a specific exercise for a client who is trying to lose weight and improve their cardio function. After completing the exercise, the client becomes dizzy and has chest pain, and is rushed to the hospital. The client had a heart condition, but claimed that the trainer’s recommended exercise caused a heart attack and sues for damages. The trainer’s insurance policy could protect them, including the trainer’s defense costs. There are two primary types of liability insurance: professional and general. Professional liability, sometimes called errors and omissions or E&O insurance, covers you if you are sued for something you did that you shouldn’t have (an error) or something you didn’t do that you should have (an omission). Professional liability insurance can pay your defense costs as well as any settlement or judgment. General liability insurance, sometimes called commercial general liability or CGL, covers claims by a third party — like a client, vendor, or someone visiting your gym — for bodily injury or property damage. General liability coverage can pay medical expenses or the cost to replace damaged property. Hiscox provides tailored insurance coverage for fitness professionals, so you get everything you need and nothing you don’t. By protecting your business the way you protect your clients, you can have the courage to take the right risks that will help you grow your business. Finding business insurance for your personal training business, fitness center or gym doesn’t have to be complicated. Get your fast, free quote at www.hiscox.com or call 866-955-4895 to speak to a licensed insurance advisor (Monday-Friday, 8am-10pm).

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CONTACT INFO: COMPANY: Hiscox Insurance

WEBSITE:

www.Hiscox.com

PHONE: 866.955.4895

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

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Nutrition- The MetaCheck is an affordable metabolic analyzer that provides an accurate, professional resting metabolic rate measurement. Measuring a personâ&#x20AC;&#x2122;s metabolic rate will reveal the foundation for a weight loss or nutritional counseling program. KORR then provides hundreds of meal plan programs designed by licensed dietitians to help you construct the ideal solution to help each client reach their goals. These plans are communicated through an easy-to-navigate app that encourages communication and accountability. Sports Performance- The CardioCoach VO2 Max analyzer provides the ultimate measure of fitness and is the most professional way to monitor improvement. Testing can define the markers necessary for endurance training and peak performance. Metabolic efficiency can be measured and improved. In the past, trainers have had to send clients to universities to obtain a VO2 Max test. KORR has made it feasible for trainers to own and operate their own equipment. Not only does this allow VO2 Max data to become an integral part of your training programs, it allows you to keep the profits. Custom Workouts- The CardioCoach app is unlike any health and fitness app currently on the market. It utilizes an individualâ&#x20AC;&#x2122;s unique VO2 Max to create heart rate-based workouts to meet specific goals of weight loss, aerobic conditioning, and cardio strengthening. As your client works out, they are gently reminded to stay in the correct zone that is unique to their own VO2 Max results, allowing them to make progress like never before!

CONTACT INFO: COMPANY:

KORR Medical Technologies

WEBSITE: www.korr.com

PHONE: 800.895.4048

EMAIL:

support@korr.com

The CardioCoach app is able to calculate truly unique and powerful information: How may minutes were spent in an aerobic state? How many anaerobic? Precisely how many calories were burned? How many of those calories came from fat? How many from carbs? How many calories will your client continue to burn after the workout ends? The CardioCoach app will keep clients accountable to you and can directly sync to their calorie counting apps to view the overall picture of their energy balance. Technology and biomarkers in fitness are here to stay. But research is showing that technology cannot replace the expertise of a personal trainer. By using unique data to develop personalized programs for each client, KORR Medical Technologies will help you keep the PERSONAL in personal training while offering leading edge technology. 2018-19 HOT COMPANIES | 11

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COMPANIES

2018-19 Myzone delivers a wearable and digital technology solution for the fitness industry. Myzone has proven to improve return on investment by improving retention. From our years of research, we have shown that Myzone members stay 24% longer than members without Myzone and Myzone increases member Net Promoter Score (NPS) score by 11 points, which means theyâ&#x20AC;&#x2122;re more likely to refer a friend to your club. Myzone is fundamentally a motivational platform to retain members through innovations, new features and a simplistic focus on achieving goals by using the word effort rather than fitness. Myzone users a color-coded system, with reward in the form of Myzone Effort Points (MEPS) to help make activity simple by gamifying the process. Customers become fully engaged and motivated by gamification, social connection, in-house and global challenges, zone match experiences, and live facility displays. The Myzone app creates a club community platform, allowing the club and trainers to communicate directly with users, enabling networks to be created and participate in ongoing app-based challenges. A Myzone fact is that Myzone users who have more than four social connections crank out 41% more exercise than those with zero social connections. Myzone users spend three times more than the average gym-goer within their club. Not forgetting that the Myzone module is also one of the most accurate on the market with the accuracy of an EKG (99.4%). Myzone also offers a full suite of features for clubs designed to ensure the member feels good about exercise every step of their journey. These features include, but are not limited to: MZ-Challenges, Myzone Virtual Classes, MZ-Class Creator, the MZ-Fitness Test, Zone Match and more. Along with various products and features, Myzone also offers a back-end platform where clubs can obtain comprehensive data allowing them to analyze their users and track a userâ&#x20AC;&#x2122;s progress. Myzone turns your club into a hub of activity, gamifies your programs, and connects you with your members whether they are present or not.

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CONTACT INFO: COMPANY: Myzone

WEBSITE:

www.myzone.org

PHONE: 312.448.7687

EMAIL:

Sales@myzone.org

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COMPANIES

2018-19 At National Federation of Professional Trainers, we emphasize the word ‘professional’ in our mission to provide fitness enthusiasts with comprehensive education and real-world certification. We focus on goal-oriented exercise programming that fosters professionalism when working with a variety of client types. Our organization is more than a certification company, we are a family of trainers, industry experts and people who care about the successes of our members. We take great pride in what NFPTCPTs do to make a difference, every day. For over 30 years, NFPT has certified personal trainers; we have positioned our organization as a foundational, fundamental certification for: 1st-time trainers. Passionate people who want to make part- or full-time income in a field they love, or already certified trainers. CPTs who want to be more marketable by demonstrating an allencompassing knowledge with education and certification from more than one organization. Yes, the NFPT Certification Program is nationally accredited and industry recognized, but these are technical tips of the iceberg. We take fitness passion and help make it a life purpose – that’s what we really do. NFPT also provides free in-house continuing education so that our trainers enjoy no-cost CECs for the life of their certification. We also encourage specialization in personal areas of interest with courses in advanced level techniques and/or medical fitness (i.e. cancer recovery specialist or training clients with multiple sclerosis). We stay focused on foundational exercise principles that affect the most positive change, and we support your talents with on-going education to elevate your training skills and your trainer bio. THE NFPT TOP 10 10. Focus on ‘Real-World’ Fundamentals. 9. FREE CECs. 8. NCCA Accredited. 7. 30+ Year History. 6. Club Staff Discount.

CONTACT INFO: COMPANY:

National Federation of Professional Trainers

WEBSITE: www.nfpt.com

PHONE:

800.729.6378

EMAIL:

info@nfpt.com

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

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

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

CONTACT INFO: COMPANY:

Philadelphia Insurance

WEBSITE:

www.PHLY.com/HF

PHONE: 800.873.4552

The company’s Fitness and Wellness Insurance for Personal Trainers is specifically designed to meet the unique insurance needs of many categories of fitness instruction. You don’t need any special subscriptions with an association to access PHLY’s program. PHLY offers comprehensive general and professional liability insurance coverage. Every PHLY policy also includes abuse and molestation protection. If you’re counseling clients on nutrition and diet in addition to providing training, PHLY provides full coverage at no additional cost. There’s also no added charge for working in multiple gyms, instructing classes in parks, or training at clients’ homes — coverage is provided on and off premises. Learn more about why PHLY is the best training partner for fitness and wellness instructors. Visit them online at PHLY.com/HF.

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EMAIL:

phlysales@phly.com

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

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Coverage follows the professional wherever they work in the U.S., whether they operate out of a single club, multiple clubs or even at a public facility such as a local park or activity center. Proof of coverage is delivered to your phone in just 5 minutes! TAKE 5 SAVE $10! www.sportsfitness.com/pfp Fitness facility and studio owners protect your business with our comprehensive coverage tailored to the fitness industry for over 32 years! SFIC is the Program Manager for Liberty Mutual Insurance for the fitness industry. Coverage provided in the program includes: Commercial General Liability, Commercial Property, Workers Compensation, Professional Liability, Personal Injury, Advertising Injury, Sexual Abuse & Molestation, Medical Payments and Surety Bonds. And, there is no exclusion for Athletic Participants or Nutritional Counseling!

CONTACT INFO: COMPANY:

Sports & Fitness Insurance Corporation

WEBSITE:

www.sportsfitness.com

PHONE: 800.844.0536

EMAIL:

askus@sportsfitness.com

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COMPANIES

2018-19 Total PT Fitness is a professional software for personal trainers. Manage more clients, enhance your professional image, increase your income and train clients online or in person. It includes tests, video exercises and meal planning for nutrition. Total PT Fitness is available as an online subscription service or as a desktop install for one price and no additional fees. Testing: } Track fitness tests and provide detailed fitness summary reports. } Access over 150 fitness tests. } Provide health risk questionnaires. } Includes athletic, senior and youth tests. } Create your own tests. } Implement test protocols for specific sports and training results. Exercise programming: } Choose from over 3000 exercise videos to create custom fitness programs. } Add your own video. } Create your own custom workout templates.

CONTACT INFO: COMPANY: Total PT Fitness

WEBSITE:

www.TotalPTFitness.com Nutrition consults: } Assess calorie requirements. } Perform diet analysis. } Provide detailed meal plans. } Add your own meal plans. } Create shopping lists and recipes. Client portal: } Online system provides client online portal. } Clients receive workout programs on mobile devices. } Built-in messaging and communication portal. } Clients access meal plans on mobile devices. } Branded with your company logo. No long-term contacts with free training. Free 2-week trial and discount on annual subscriptions!

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PHONE: 800.750.2756

EMAIL:

sales@totalptfitness.com

FEATURE ARTICLE Jennifer Urmston Lowe

www.sportsfitness.com

HIDDEN RISKS The most overlooked insurance claims in fitness

urrent headlines in 2018 have the fitness industry, like most businesses in America, concerned about sexual abuse or cyber liability claims. We should take those exposures seriously because when they happen they do hurt people and cost a lot of money in settlements and damages. The reality we see every day in the fitness industry is that these high-profile claims are few in number and there are a vast number of claims that do not make the headlines but can still put a fitness business out of business. Some of the largest claims over the past year are ones that fitness professionals and fitness business owners often overlook but can take steps to prevent. MAINTENANCE Equipment and facility maintenance is a huge means of preventing claims. Worn treads on stairs or on group exercise steps lead to slipand-fall claims. Cardio or strength equipment

that is not serviced regularly or not taken out of service when not working properly can lead to claims. Any loose piece of fitness equipment, such as a pull-down bar, or building fixture, such as a rack, shelf or shower bar, that can fall on someone or cause someone to fall is a risk of a significant claim in today’s world. Perform regular maintenance in all areas of your facility and keep maintenance records. Use a qualified vendor to perform service when needed. Replace any worn or broken equipment promptly. Keep records of purchases and vendors. EQUIPMENT USE Equipment should always be used as intended by the manufacturer. Allowing clients to walk backwards on a treadmill or sit on the floor to use a leg extension as an upper body machine or to stand on a piece of equipment that was not designed to bear bodyweight, are real examples of specific incidents that occurred this year that can lead to expensive claims. When

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a trainer instructs a client to use equipment in any way other than how it is intended by the manufacturer, they not only have their own professional liability exposure to consider regarding the appropriateness of the instruction itself, but they have also negated the product liability coverage provided by the manufacturer. This can cause a claim to fall entirely on the fitness professional and the facility where they train if a participant is injured. Proper use of all equipment is critically important to prevent claims and to mitigate the cost of a claim. WHAT YOU DON’T SAY It’s true! In our litigious society, professionals are concerned about what they say to clients. Making sure that clients are not offended in any way is of the utmost importance. However, for fitness professionals it is still critical to communicate comprehensively with clients. “Failure to instruct” is still a very common claim. A fitness professional is responsible for ensuring that clients know how to use equip-

A FITNESS PROFESSIONAL IS RESPONSIBLE FOR ENSURING THAT CLIENTS KNOW HOW TO USE EQUIPMENT PROPERLY AND HOW TO PERFORM EXERCISES SAFELY. ment properly and how to perform exercises safely. It is also a key element of a fitness professional’s job to ask lots of questions when working with clients. Everything from, “How do you feel today?” or “What have you been doing today?” to “Do you have questions on any of the exercises that we have gone over today?” is important when working with a client. If a trainer does not ask how the client is feeling each day before they begin the workout they may miss key information about a client’s health, energy level or what other activities that they have already engaged in that day that might impact their workout. Ask questions and be prepared to change a client’s workout accordingly to prevent injury. Fitness professionals should not hesitate to back off on a workout and recommend that the client see their physician if the individual is not feeling well. Being cautious is the best way to prevent claims. When chatting with clients, however, always remember to keep conversation encouraging and professional.

WET SURFACES All wet areas are a potential source of claims every day in the fitness industry. Wet areas include showers and changing areas, as well as group exercise floors and hot yoga rooms that get wet from sweat. Fitness business owners need to make sure that all shower areas have appropriate non-slip flooring and/or mats in place every day. Group exercise and yoga instructors need to check the floors and wipe up wet areas continuously throughout the day and even during classes to prevent injuries. It is important to understand that a slip-and-fall claim can be very expensive and even fatal for fragile participants or those with medical conditions. A broken hip can cost well over $100,000 in medical costs plus more for physical therapy. Anytime an individual is hospitalized other complications can occur that can increase health risks and expenses as well. Document safety precautions that you take for the wet areas in your business.

PREVENTION Preventing claims before they happen will save your business a lot money and potentially save your business’ reputation as well. Implement the use of maintenance plans. Regularly train employees on proper use of equipment. Verify that fitness professionals have current certifications. Document the purchase of safety equipment and train all staff in safety procedures. Prevention is always the best plan to protect your clients and your business.

Jennifer Urmston Lowe graduated from the University of North Carolina in Business Administration. She worked for Eastman Kodak in sales then managed personal training and corporate fitness centers. She joined Sports & Fitness in 1998 and is currently Underwriting Supervisor, National Account Manager and Marketing Manager. She is founding board member of AFS, member of WIFA, and included in the 2018 Insurance Business America Elite Women.

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FEATURE ARTICLE Frank Pucher

www.Fitness121online.com

10 RULES

FOR FINANCIAL SUCCESS A practical approach for building wealth

ho wants to be a millionaire? Actually, the question should be, “Who is going to be a millionaire?” The answer is ‘you,’ if you adhere to some basic principles and stick to a simple plan. Sound too good to be true? It’s not. In fact, it’s a tangible benchmark within reach and deserved for most working fitness professionals. As an industry we have become good at what we do; really good. We have studied the best forms of physical evaluation to develop optimal programming for our clients. We now integrate the latest technology to provide the safest and most progressive exercise routines. We continue to learn

effective exercise for those with special needs or considerations. We have (perhaps) never been better educated and able to serve. Yet, despite the proliferation of educational resources available to fitness professionals, financial education is sorely missing. Not coincidentally, fitness professionals generally have weak money muscles. Many don’t earn what they deserve, and even fewer view this a potentially lucrative career option with the opportunity to provide both a comfortable living as well as a secure future. Creating wealth or success in the area of finance is a matter of mindset. You can absolutely become a millionaire if you practice these 10 simple rules:

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RULE #1 - ESTABLISH SAVINGS This is a safety net to be used only for shortterm emergencies. This is not an investment! Depending on your personal situation, you’ll need anywhere from 3-18 months of living expenses.

RULE #2 - LIVE BELOW YOUR MEANS If you spend more than you earn, you create debt. When you earn more than you spend, you create opportunity to save and invest. Be sure your expenses are less than your earnings.

RULE #7 - AVOID FEAR Know that setbacks are setups for comebacks. “Buy low, sell high” is the opposite of what most people do, and most people are just over broke.

RULE #8 - PRACTICE DIVERSIFICATION Don’t put all of your eggs in one basket. Stocks, bonds, business or real estate, all sectors will go through swings. Diversification ensures that all is not lost at the same time. Remember that the more your risk, the more you may gain but the more you could potentially lose. *Speak to a Certified Financial Planner (CFP) or Qualified Advisor to help develop an appropriate portfolio based on your goals, needs and tolerance.

RULE #9 - SEEK PROFESSIONAL HELP Don’t just turn your money over to someone to manage; stay engaged and informed. Seek the advice of a CFP or Qualified Agent to get unemotional objective advice, and then become educated yourself.

RULE #10 - DO YOUR OWN HOMEWORK Understand where your money is and don’t invest in what you don’t understand or know.

RULE #3 - BECOME AN INVESTOR

RULE #5 - BE PATIENT

Take a portion of your earnings and place it in an asset class that has history of appreciation. You work for your money. Let your money work for you also!

The surest way to millionaire status is to stick to your plan and allow the power of compound interest to add/increase in value over time.

RULE #4 - HAVE A PLAN

RULE #6 - KNOW AND UNDERSTAND YOUR RISK TOLERANCE

Know what you want. Now determine how you will get there and stay accountable to the plan. The biggest mistake people make is to act without a plan and therefore they deviate off course with ease never to arrive at their desired destination.

Can you emotionally handle setbacks such as a down market? Can you financially afford a short-term loss? Don’t invest what you don’t have or what you can’t afford to lose.

Without question, the first three rules are the key. You need savings to handle short-term emergencies. You must live below your means as to not accumulate debt. And you must become an investor so that both you and your money are working to create the wealth you deserve. Time is a critical factor in any success formula, so the sooner you begin the better you’ll do. Start with these 10 simple rules and begin your journey to wealth creation. You can do it, and you deserve it.

Frank Pucher is a coach, presenter and award-winning fitness entrepreneur. He opened Fitness 121 Personal Training in Roseland, New Jersey in 1998 and has twice been named “NJ’s Best Fitness Studio” and “Best Personal Training Studio” since 2013. He is the author of “Smart Money Moves: A Practical Approach for Earning, Growing and Protecting Your Money” and a Platinum Level Coach in the Todd Durkin Mastermind program. www.fitness121online.com

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FEATURE ARTICLE Chad Landers

www.pushprivatefitness.com

DRAWING THE LINE

Avoiding conflict can ruin a business

ost people hate the idea of conflict. This is no different for many fitness professionals and gym owners. In fact, the fitness business is such a personal business, that it makes the avoidance of conflict and confrontation all the more likely. Clients, staff, and contract trainers at a facility are more than just a revenue stream... they are

friends, they are like family; the last thing anyone wants to do is have a fight with their family. Nowadays, gym owners are some of the most caring business owners out there. However, this wasn’t always the case. Many current gym owners have worked for a “bad” gym owner at some point in their careers. That owner who would sell his or her own mother for one more $20/month gym membership.

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This only serves to exacerbate conflict avoidance. The last person a gym owner wants to be like is that jerk they used to work for. In turn, when warning signs with a staff member or contract trainer come up, they get ignored and the assumption is that the issue will somehow get better on its own. Unfortunately, this position of being too nice and avoiding the difficult conversations is slowly killing the business.

Another situation that often gets ignored is when a new trainer gets hired at the gym. After a short time, the owner realizes the trainer does some exercises with clients that the owner feels are dangerous, and the trainer seems oblivious. Many too-nice-owners will pull the trainer aside and let them know that the dangerous exercises aren’t safe nor appropriate. But too often, instead of letting the trainer go when they know they are not training safely or appropriately, they continue to allow the trainer to train clients under their roof.

must be dealt with immediately and forcefully. If a gym owner doesn’t address the problem immediately because they want to avoid conflict, they will invariably suffer for it. Many good clients who may feel uncomfortable won’t say anything to the owner. They want to avoid conflict, too. They just stop coming back. Good customers are too hard to come by to risk losing by being afraid to confront a bad customer. As difficult as conflict within a business can be, and as much as a gym owner shouldn’t have to worry about poor quality trainers or inappropriate members, it’s the reality of business. Conflict is unavoidable. In fact, owners should actually look at small conflicts that would normally get ignored as an opportunity to improve their skills at conflict resolution. Conflict resolution is similar to going to the gym. It’s a muscle that must be worked to improve. Imagine not deadlifting and then entering a powerlifting competition. The results likely wouldn’t be good. Yet many owners avoid conflict so often that they miss out on the training that addressing the little things provides. They will be much more likely to handle the big problems if they’ve had practice dealing with smaller problems first. By meeting the smaller problems head on, it’s far less likely there will be any catastrophic issues to deal with. And that should be the goal of any well-run business.

IN BUSINESS, NEXT TO TURNING A PROFIT, THE SINGLE MOST IMPORTANT ISSUE FACED IS AVOIDING CATASTROPHIC FAILURE THAT WILL END THE BUSINESS.

The too-nice-trainer or gym owner needs to realize that some people will inevitably see niceness as weakness and look to exploit that to their advantage. For example, if an independent trainer who rents space from a gym owner is constantly showing up late or perhaps even missing training sessions with their client, while the client isn’t the gym’s direct client, thinking that the gym’s reputation isn’t affected by this independent trainer’s behavior is dead wrong. All the client knows is they go to a gym and the trainer is unprofessional. The last thing a facility needs is an independent trainer ruining its reputation. It is the responsibility of the gym owner to address and remedy the issue or ultimately suffer the consequences of guilt by association.”

This is a huge risk for the gym owner. There is simply no way to know all the things that the trainer doesn’t know. They’ve already shown a certain lack of skill and/or ability to judge when a situation is unsafe. By knowingly allowing a trainer who has previously demonstrated unsafe practices to continue working at the facility is opening the gym up to the possibility of a huge lawsuit. In business, next to turning a profit, the single most important issue faced is avoiding catastrophic failure that will end the business. Great care must be taken to protect both the reputation of the business and to minimize the risks of a major lawsuit that could ultimately cost the business more than it can afford. The risks of avoiding conflict are not limited to trainers and staff but include customers as well. While the old saying may say, “The customer is always right,” this is not always the case. A wrong customer can do just as much damage to the business as a bad trainer. For example, a customer tells an inappropriate joke while in the facility, creating a toxic environment for everyone who works and trains there. This

Chad Landers, owner of Push Private Fitness in Los Angeles, is a graduate of the University of Illinois in Urbana-Champaign with a Bachelor of Science degree in Kinesiology. In 2007, Chad became the first American to graduate with a Diploma in Sports Nutrition from the International Olympic Committee (IOC). He is a Certified Strength and Conditioning Specialist (CSCS) with the National Strength and Conditioning Association (NSCA) and is the 2018 NSCA Personal Trainer of the Year. www. pushprivatefitness.com

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EDUCATION TRENDS Rick Howard

www.youthsportfitnesscoach.com

Personal trainers are physical literacy specialists CHAMPIONS OF MOVEMENT Everyone in our profession is a champion of movement! One reason our clients need us to help them move is that, quite often, they never learned to move well. From sports-focused physical education, to cliques at recess, to either too much or too little afterschool structured play, many of our clients do not have the confidence and competence to move well. This concept of having the confidence and competence to move well is called physical literacy and it can give you a competitive advantage in promoting proper and adequate movement, from cradle-to-grave. As an all-encompassing educational and business strategy, physical literacy is the glue that positions personal trainers to positively affect the health and wellbeing of all clients, whether they are current clients or not. BECOME A PHYSICAL LITERACY SPECIALIST Physical literacy is defined as “the motivation, confidence, physical competence, knowledge, and understanding to value and take responsibility for engagement in physical activities for life." (International Physical Literacy Association) Personal training as a business tends to focus on those one-to-one or small group experiences for clients that make the trek to their studio or facility. Think outside your box! Build your entire business strategy on helping as many as possible move better. Give every member of your community the instruction to move competently within their physical capacity. Why not become the movement specialist for the entire community? } Partner with your local school and provide energy breaks for students and faculty. Be sure to work with the physical education teacher who may already be doing this so you can add movements, games and challenges. } Work with local sports coaches to develop 10-minute dynamic warmups that include a variety of movements that prepare aspiring athletes for the rigor of practice and games. } Learn as much as you can about long-term athletic development and how to emphasize the interplay of muscle strength and motor skills in play, sports, physical activity and physical education for all ages. } Engage families at local parks, places of worship, and/or other open spaces to move together as families, encouraging and supporting the importance of parents leading by example, especially for children. } Provide educational opportunities for clients to understand how to become more physically literate. } Lead by example. Be active and involved, play a sport, and find unique and creative ways to get others to join you. To create the most successful movement strategies for all clients, focus on building the fundamental movement skills. These skills are

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separated into three broad categories: Locomotor (running, skipping and hopping); Body Awareness (static and dynamic balance, and twisting and turning); and Object Control (kicking, swinging, or catching and throwing). SHOW THE COMMUNITY HOW TO MOVE Increase the community’s confidence in their ability to move, which leads to self-efficacy, which along with fun and movement competence are key indicators of lifetime fitness. This is our goal, right? That means your clients are motivated to move! Now, you can help them move better, find new ways to move, and expand their thinking about movement. It is not always about moving to expend calories for weight management. If movement is enjoyable, it is more likely to occur, and clients will be having so much fun expending energy, weight management will not be so cumbersome. Think, too, of those lifetime fitness activities we were taught to promote—once our clients can move confidently and competently, the sky is the limit for what they consider lifetime fitness, opening a plethora of opportunities for them to be active. Think of the wide variety of clients you can attract, the diverse movement offerings you can provide, and the amazing impact you can have in your community.

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

EXERCISE SPOTLIGHT BOSU∏ NexGen™ Balance Trainer

www.BOSU.com

@The.Official.BOSU.Fan.Page

@mybosu

@bosu_fitness

BOSU® NexGen™ Balance Trainer The next generation of the BOSU® Balance Trainer is here and ready to help you ratchet-up your workouts to the next level! The BOSU® NexGen® Balance Trainer features a textured surface that significantly increases functionality. There are four textured quadrants, two textured channels, and a logo impression on the dome for enhanced grip and precision body placement. It matters where you position your feet, hands and body on the dome; precision placement improves exercise technique to help you get the best results! Perform each of the following exercises for 8 – 12 reps. For single side exercises, perform 8 – 12 reps per side. Repeat for 2 – 3 sets.

Revolving Squat

Sumo Squat Jump Stick

Stand on the dome with the feet aligned on the outer edges of the textured channels. Squat, hinge forward and rotate the torso so that one hand touches the dome and the other reaches directly upward. For more challenge, track the top hand while rotating the torso.

From the ﬂoor behind the dome, lower into a sumo squat position with the feet aligned with the curve of the platform rim. Reach forward, placing the hands on the channel markings on the front of the dome. Jump to the dome, sticking the landing with the feet aligned with the front/back channel.

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Exercises from BOSU®

Hesitation Lunge Stand behind the dome, facing the front/back textured channel. Lunge forward, placing the foot in the center of the channel on the front side of the dome. Pause, then lift the same foot and lunge further over the dome, fully extending the back leg. Step back to the floor.

Recoil Cross-Knee Push-Up From plank with hands on the side channels, flex the hips, knees and ankles and press back into a “recoil” position. Press forward to plank and continue to lower into a push-up. Simultaneously, pull one knee across the body and touch it to the opposite quadrant. Press back to plank.

4-Quadrant Plank Walk Knee Balance with Quadrant Touch Balance with one knee centered on the logo, in line with the front/back channel, and the other leg lifted to the side with the toes lightly touching the floor. Lift the outside leg, hinge slightly at the hips, and reach across the body to touch the quadrant outside the weighted leg.

Start in plank with the feet hip-width apart and hands centered on the two front textured quadrants. “Walk” the hands from the front to the rear quadrants, while simultaneously lifting the hips to a pike position. Walk the hands back to the front quadrants, lowering the hips to plank.

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NEW ON THE MARKET The latest trends in fitness equipment

FIRST PLACE JERK STANDS

LINDSAY'S REVIEW: HIGH ROLLER While there are unlimited ways to use a foam roller from positioning to pressure, elevating the roller adds even more options! The High Roller adjustable foam roller stands on sturdy, adjustable legs that can raise the roller 2” or 14” from the floor and can also be set up at an angle to allow for more versatility and accessibility. I found the High Roller particularly beneficial for clients new to foam rolling or those with limited mobility; the option to elevate or angle the roller helped them keep a more natural body position while rolling. The High Roller offers a more versatile and accessible means to experience the benefits of foam rolling in a way that standard floor rollers aren’t able. www.power-systems.com

PENALTY BOX The Penalty Box Fit® is a complete body workout program with 119 exercises based around a new fitness product that is an agility grid and hurdle all in one. The Penalty Box® uses four squares to take the place of an agility ladder and easily folds into a hurdle and stores away in the shape of an L. It’s perfect for on-the-go training, maximizing space, and group classes. www.penaltyboxfit.com

Perform Better’s new First Place Jerk Stands are a great tool for improving lifting technique. These boxes can be stacked to adjust pull height for all barbell lifts and can help your athletes develop more power and improve their lifting mechanics. High quality, wood boxes have a rubber top to help protect both the boxes and weights and also have stoppers to prevent the weights from rolling off. Each jerk stand measures 36” long and 20” wide and are sold in 3”, 6” and 12” heights. www.performbetter.com

SNAPCLIPS WEIGHT COLLARS

ACTIVMOTION BAR GLIMPSE

Barbell Collars, made by SnapClips™, use a patented "snap technology," making securing and swapping weights quick and easy. The silicone grip and Velcro lock secure the clips tightly against the weights without damaging the bar or plates. Unlike other collars that lose tension, SnapClips never lose tension and allow you to adjust how tightly they lock onto any barbell 1.5-2.5" in diameter. www.snapclips.com

ActivMotion Bar Glimpse is the next level core and balance training tool. The 4.5-pound bar is hollow and partially filled with ball bearings that shift smoothly and gently within. A window cut in the center of the bar allows users to see the ball bearings moving as they exercise. Users are able to feel, hear and see imbalances as they train, allowing for the development of greater balance and body awareness. www.activmotionbar.com

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EVENTS CALENDAR October - December

OCTOBER 2018 NSCA Personal Trainers Conference October 5-7, Baltimore, MD www.nsca.com/ptcon2018

Save $25 with Code PFP18 SCW Midwest MANIA

October 5-7, Rosemont, IL www.scwfit.com/mania

NASM Optima 2018

October 11-14, Scottsdale, AZ https://tinyurl.com/NASM-Optima2018

One World Fitness Certification & Education Conference October 19-21, Baltimore, MD www.aaai-ismafitness.com

Take The Leap: From Fitness Trainer To Business Owner By Personal Fitness Professional (PFP) October 24, Chicago, IL www.ClubIndustryShow.com/TakeTheLeap

October 24-26, Chicago, IL www.ClubIndustryShow.com

NOVEMBER 2018 AB - Athletic Business Show

November 7-10, New Orleans, LA www.abshow.com/expo

DECEMBER 2018 FIBO

December 5-8, Orlando, FL www.fibousa2018.com/PFP

SCW Boston MANIA

December 7-9, Danvers, MA www.scwfit.com/mania

For a complete listing, or to submit your event, see our online Events Calendar at www.fit-pro.com/events.

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BE BETTER Lisa Druxman

www.fit4mom.com

Stages of a business

started my company 17 years ago. I was the typical solopreneur who did all the things. I taught the classes, handled customer service, marketing, you name it. That lasted until it became too much, too full and I felt the pull of not enough hours. So, I hired my first employee. And then another. Until here we are, almost two decades later, and I have nearly 100 employees. And I realize that no one really taught me that there are different stages in business; each of which needs its own strategy. Stage 1: Start Up - You are officially in business. You have set up your name, opened the bank account and set up your website. The business is pretty simple. It’s probably just you. It’s a really exciting time, but filled with real challenges. No one knows who you are, and unless you are pre-funded (which most of us aren’t), you have no cash to adequately market your business so you rely on word of mouth and social media. Your priorities in this stage are to establish your client base and to get the word out, all while protecting your cash flow. You are probably not turning a profit. At this stage you need to create a business plan, even if just for yourself. Know your target customer, how you will reach them and set targets for your business. A piece of advice is to double your expenses and halve your revenue as that is most likely what reality will look like. Think about what challenges and obstacles will get in your way (because they will) and how you plan to get around them.

Determine what you aren’t good at and what you don’t like to do and make those tasks the responsibilities of your first hire. Stage 2: Growth - Revenue and customers are increasing, but it still feels like a game of survival. Excitement is often overshadowed with overwhelm, and with servicing more customers, you have less time for other parts of the business. This is the stage where there is a constant battle for time and you realize you need to delegate. You are spending too much time on things you know you aren’t strong at but still need to get done. Determine what you aren’t good at and what you don’t like to do and make those tasks the responsibilities of your first hire. For many, that may be a bookkeeper, followed by

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an assistant. For you, it could be social media or marketing. To get to the next stage, continue to grow yourself as a leader. Stage 3: Established - You now have a small team and a loyal customer base. Be careful not to rest on your laurels. A good business continues to innovate and raise the level of service. With less chaos, this is a great time to create repeatable processes for all parts of your business. You do not want to depend on any one person. Challenges in this stage include the evolution in your customers’ needs and facing competition. How will you differentiate? It’s very important that you nurture your culture and focus on teamwork. Many business owners get stuck here. This is a stage where you may want to bring on people who know more than you do to take the company to the next level. Stage 4: New Lifecycle - This stage is where new products or distribution channels come out of your business. You figure out new ways to serve your current customers or new ways to reach future customers. The challenges here resemble your start-up stage: money and research. You may not have the funding to launch new products and you might not have the plan for how to execute. Very often, this is a time for raising money to take your business to the next level. There are many versions of the stages of business. Names and levels may differ slightly, but it all boils down to this: } Customers - Do you know how to get customers? Will they buy your product? What is the value of the customer to you? } Cash - Do you have the cash to acquire the customer? Do you have the cash to sustain the stages of business? Do you have the cash you need for yourself? } Delegation - Do you know what needs to be done by you versus by other team members? Do you know how to find great people to carry out your vision? I always thought of my business as so unique, but in truth, the stages of business are very much the same across all business types. I find that knowing the stages has helped me anticipate coming challenges and plan for better strategies. The goal is to focus on the right things at the right time.

Lisa Druxman is the founder of FIT4MOM and the author of the Empowered Mama. She has worked for over two decades in the fitness industry focusing on women’s wellness. She has been featured on The Today Show, Good Morning America and more. Lisa is a speaker, writer and thought leader with a passion for teaching entrepreneurship and self-care. www.fit4mom.com

THE 2019 TRAINER OF THE YEAR WINNER WILL BE ANNOUNCED ON STAGE AT CLUB INDUSTRY SHOW 2018 ON OCTOBER 25 AT 8:45 A.M. PRIOR TO KEYNOTE SPEAKER, FORD SAEKS.

2019 [ In Partnership With ]

The 2019 PFP Trainer of the Year will be selected from the 2018 Trainer of the Month winners. The Trainer of the Year award winner will be announced October 25th at the Club Industry Show in Chicago. 1-Year Lease of the BodyMetrix Professional System Ultrasound Body Composition ($1,895 Value) $1,000.00 Power Systems gift certificate PowerBlock U50 Club Set ($795.00 value) 3-night hotel stay at the Hilton Chicago by Sports & Fitness Insurance ($750.00 value) Lifetime membership to The Academy online resource and community for fitness business owners by Fitness Revolution ($599.00 value) Choice of any NSCA Certification and associated textbook by NSCA ($500.00 value)

Premium Certification Package by NFPT ($400.00 value) 1-year membership to FiTOUR Total Access: receive access to complete each of the FiTOUR in-home certifications with online study materials ($300.00 value) FiTOUR will gift each TOTY applicant one in-home certification of their choosing. Select from 19 certifications ($99.00 value) A complimentary full conference registration to any 2019 Medical Fitness Tour event courtesy of the MedFit Education Foundation ($299.00 value) TRX Education Gift Card to any live, one-day TRX course ($295.00 value) (8) Kettle Gryp portable kettlebell sets ($279.00 value) Domestic flight to O'Hare airport and travel to and from the airport to the Club Industry Show (max $700.00 value) Featured profile in the 2019 Winter issue of Personal Fitness Professional magazine Announced on stage at Club Industry Show 2018 in October and will receive an engraved award Each Trainer of the Month will receive: $100.00 Power Systems gift certificate 1-year membership for each Trainer of the Month to The Academy online resource and community for fitness business owners by Fitness Revolution ($399.00 value) (2) Kettle Gryp portable kettlebell sets ($69.00 value) MedFit Education Foundation one-year professional membership ($169.00 value)

JANUARY: ASTRIA GOOLSBY

FEBRUARY: SAMANTHA CORDOVA

MARCH: DOUG BRIGGS

APRIL: RICKY JACKSON

MAY: ANDREA LEONARD

JUNE: ZACH VARGO

JULY: JOLIE GLASSMAN

AUGUST: GIOVANNI ROSELLI

SEPTEMBER: SHAY VASUDEVA

OCTOBER: SERGIO ROJAS

NOVEMBER: DAVID LYONS

DECEMBER: FRANK PUCHER