PFP SOLUTIONS GUIDE 2017 by MadMen3

2018 PARTNER SOLUTIONS GUIDE

PARTNER SOLUTIONS GUIDE 2017 | WWW.PERSONALFITNESSPROFESSIONAL.COM

LOOKING AHEAD TO

2018 STUDIO BUILD-OUT BASICS

MAXIMIZE YOUR BUDGET, SPACE AND VERSATILITY

PLAN YOUR 2018 CONTINUING EDUCATION A COMPLETE LISTING OF THE INDUSTRYâ&#x20AC;&#x2122;S TOP EDUCATION EVENTS

JOURNEY TO SUCCESS: ANDREA LEONARD A PIONEER IN ONCOLOGY EXERCISE

CONGRATULATIONS TO JOSH BOWEN

2018

Congratulations to the 2018 PFP Trainer of the Year winner Josh Bowen, founder and owner of Aspire Fitness in Lexington, Kentucky. Read more about Josh in our Journey to Success profile in our Winter 2018 issue. Thanks to our sponsors, he has won an incredible prize package worth more than $12,000 including… } 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) } 1-on-1 High Performance Coaching Program by Fitness Revolution ($6,988.00 value) } U50 Club Set by PowerBlock ($795.00 value) } 1-Year Lease of the BodyMetrix Professional System Ultrasound Body Composition ($1,895.00 value) } $500.00 Power Systems gift certificate } Choice of any NSCA Certification and associated textbook by NSCA ($500.00 value) } 3-night hotel stay at the Hilton Chicago by Sports & Fitness Insurance ($400.00 value) } Premium Certification Package by NFPT ($400.00 value) } Domestic flight to O'Hare airport and travel to and from the airport to the Club Industry Show (max $700.00 value)

ARE YOU A FITNESS PROFESSIONAL MAKING AN IMPACT? APPLY FOR THE 2019 PFP TRAINER OF THE YEAR! APPLICATIONS OPEN JANUARY 8TH – VISIT WWW.FIT-PRO.COM FOR APPLICATION DETAILS.

PFP WOULD LIKE TO THANK THIS YEAR’S SPONSORS…

PFP ONLINE Visit

www. PersonalFitnessProfessional.com VOLUME 19 | ISSUE 5 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

Numbers you need to know

Give it away

CONTRIBUTING WRITERS

An out-of-the-box approach to money management. By Ryan Carver

FEATURED COLUMNISTS

The true value of industry market research. By Deneen Laprade

greg johnson brandi binkley, shannon fable, brian grasso, melissa knowles, pat rigsby

RB Publishing Inc. P.O. Box 259098 Madison WI 53725-9098 Tel: 608.241.8777 Email: rbpub@rbpub.com

OUR ONLINE COLUMNISTS

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Career Builder by Brandi Binkley

Entrepreneur by Jim White

Social Media Strategy by Scott Rawcliffe

INDUSTRY STATS According to a U.S. Bank study, 82% of businesses that fail do so because of cash flow problems. Cash flow planning is

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.

Business Performance by Joe Drake

SOCIAL MEDIA pfpmedia pfpmedia pfpmedia pfpmedia

particularly important for fitness businesses which can often see dips in revenue during slower

EXTRA

seasons like summers

Editor’s Top 10

and holidays.

10 phone calls to make before year’s end By Lindsay Vastola

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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 © 2017 by RB Publishing Inc. All rights reserved. Nothing may be reproduced in whole or in part without written permission from the publisher. Any correspondence sent to PFP, RB Publishing Inc. or its staff becomes property of RB Publishing Inc. The articles in this magazine represent the views of the authors and not those of RB Publishing Inc. or PFP. RB Publishing Inc. and/or PFP expressly disclaim any liability for the products or services sold or otherwise endorsed by advertisers or authors included in this magazine. PFP is published five times per year Winter (February), Spring (April), Summer (July), Fall (October) and Solutions Guide (November) PFP (ISSN 1523-780X) [Volume 19, Issue 5] Published by RB Publishing Inc. 2901 International Lane, Suite 100 Madison WI 53704-3128, Tel: 608.241.8777 Periodicals postage paid at Madison WI and additional offices. Postmaster: Send address changes to: PFP | P.O. Box 259098 | Madison WI 53725-9098.

LETTER FROM THE EDITOR Lindsay Vastola

lindsay@rbpub.com

Big leaps or baby steps?

2017

study by U.S. Bank revealed some sobering statistics about small businesses (across industries) and the reasons that contribute to their ultimate failure: 82% – Poor cash flow management skills/poor understanding of cash flow 79% – Starting out with too little money 78% – Lack of well-developed business plan, including insufficient research on the business before starting it 77% – Not pricing properly or failure to include all necessary items when setting prices 73% – Being overly optimistic about achievable sales, money required, and about what needs to be done to be successful 70% – Not recognizing or ignoring what they don’t do well and not seeking help from those who do If you own a fitness business – regardless of whether you are an independent fitness professional, have a handful of employees or employ a large staff – odds are good that one or more of these reasons are, or have been, a pain point. It may be financial insecurity, not knowing how to price your services properly to guarantee a meaningful income, or frankly, not knowing what you don’t know. The more somber statistic cited by the Bureau of Labor Statistics is that only one-third of small businesses started will survive more than 10 years. We are already fighting high industry attrition rates; it’s imperative that ambitious fitness professionals have reliable solutions and resources available to help them survive the roller coaster of business ownership and career development. As you flip through the pages of this issue, you might notice two common themes that we hope will help fitness professionals beat the odds of business success: survival and solution. Our Journey to Success featured professional, Andrea Leonard, founder of the Cancer Exercise Training Institute, is the epitome of what it means to survive challenges and create a successful business by offering a solution to cancer survivors. Our columnists address solutions to help your career and business not simply survive, but thrive so you’re constantly moving the needle forward. We have two special features in this issue, our 2018 calendar of continuing education events and conferences and a compilation of predictions from many of our industry leaders on trends to watch over the next year. Hopefully you find these resources valuable as you plan your 2018. This also serves as our annual Solutions Guide. The companies you’ll see throughout this issue are committed to helping fitness professionals survive and succeed. As we wrap-up another year, I hope when you reflect on 2017 you’re able to say that you’ve not just survived another year, but that you have thrived, flourished and prospered in pursuit of your ultimate goals.

Thank you, Jim White, 2017 PFP Trainer of the Year, for your knowledge, advice and leadership! Read Jim’s columns on fitness entrepreneurship at www.fit-pro.com

ARE YOU RAISING THE BAR IN THE INDUSTRY?

Apply today for the 2019 PFP Trainer of the Year award!

Thank you for trusting Personal Fitness Professional (PFP) to give you the solutions you need to thrive. Cheers to another great year!

www.fit-pro.com

CONTENTS

Volume 24 | Issue 5

JOURNEY TO SUCCESS

STUDIO BUILD-OUT BASICS

Andrea Leonard: Pushing past.... barriers, setting new standards Lindsay Vastola

Maximize your studio’s budget, space and versatility Greg Johnson

PLAN YOUR CONTINUING EDUCATION FOR 2018

WHAT WILL BE SEEN IN 2018?

This year’s top continuing education events, conferences and workshops

Industry trends and predictions Lindsay Vastola

DEPARTMENTS

LETTER FROM THE EDITOR Surviving the odds stacked against you

End-of-year productivity audit

Lindsay Vastola

Shannon Fable

PROFILE

Rev-up your revenue stream by offering “feel good” recovery

Myobuddy Massager Pro

MINDSET & MOTIVATION Eliminate your limits

Brian Grasso

LEADERSHIP

BEST PRACTICES

2018 PARTNER SOLUTIONS GUIDE

THE MESSAGE

Mike Z. Robinson

Critical steps for a healthy draft

Melissa Knowles

EDUCATION TRENDS

Are you committed to your professional development?

UP-LEVEL YOUR CAREER The effective mentorship formula

Brandi Binkley

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Rick Howard

NEW ON THE MARKET

The latest trends in fitness equipment

IDEAL BUSINESS

The 10X Approach

Pat Rigsby

PROFILE: MYOBUDDY myobuddy.com/pfp

844.696.2833

info@myobuddy.com

REV UP REVENUE WITH “FEEL GOOD” RECOVERY

he Myobuddy Massager Pro® is changing the face of recovery within the fitness community. It provides a deep tissue myofascial massage that feels absolutely amazing, which encourages use that leads to better fascia health, range of motion, circulation and flexibility, not to mention the reduced occurrence of injury. As professionals, we all know the importance of recovery, but sometimes it’s challenging to get our clientele to practice it regularly, as it can be painful and difficult. But upon experiencing the benefits and pleasure of recovery programming that actually feels good, it becomes something your clients will look forward to practicing. The key is to offer the right tools and education.

I think the Myobuddy Massager Pro is a breakthrough for the fitness industry in that we can now offer recovery programming and options that get results, as well as feel good. Pre- and post-workout use of the Myobuddy offers so many benefits, including enhanced performance, quicker recovery, increased flexibility and range of motion, better circulation … the list goes on and on. But in short, my clients feel healthier, workout harder and perform better due to the Myobuddy.

—

Mindy Mylrea - International Fitness Presenter, 2015 PFP Trainer of the Year and Business Owner

Myobuddy’s Massager combines vibration, percussion and frictional heat with 3000+ RPMs, increasing the circulation through fascia and soft tissue to provide numerous fitness benefits such as: instant relief from soreness and pain, accelerated recovery, enhanced muscle performance and more. The Myobuddy Massager Pro is quickly becoming the device of choice for fitness professionals and clinical practitioners. In fact, the number of gyms and trainers that are now offering 20- and 30-minute restoration and wellness classes that include Myobuddy is increasing rapidly.

The Myobuddy team is committed to working with fitness professionals, gyms, instructors and trainers to help assist in their clients’ recovery regimens, while at the same time creating new opportunities for growth. To that end, Myobuddy offers educational workshops to upskill trainers and users on how to best incorporate it into recovery sessions. Trainers can also find a lucrative additional revenue stream with the generous and risk-free Myobuddy Reseller and Affiliate programs. Offering a Myobuddy as a value-add incentive within a personal trainer session pack purchase, or a one-year gym membership is also a great way to say thank you to your clientele. Contact Myobuddy to find out more. ABOUT MYOBUDDY Founded by Lillo Furca in 2014, Myobuddy is focused on promoting restorative health, wellness and recovery. The company develops the Myobuddy Massager Pro, the most powerful, comfortable and user-friendly electric massage device on the market. Myobuddy’s flagship product has gained a cult following across North America, receiving a number of glowing reviews from a variety of users: from fitness celebrities — the company is core sponsor of CrossFit star Dakota Rager — to chiropractors to massage therapists and Multiple Sclerosis patients, all of whom rave about the massager’s advanced vibrational technology and ability to soothe sore muscles and assist in deep tissue massage. In 2017, the company created the Myobuddy Multiple Sclerosis Support Group and Myobuddy Parkinson’s Disease Support Group to provide further benefits for patients who need it the most. For more information, visit myobuddy.com/pfp, call 844.696.2833 or email info@myobuddy.com. PFP READERS get $50 off now, at myobuddy.com/pfp through January 26, 2018.

MINDSET AND MOTIVATION Brian J. Grasso

www.BrianandCarrie.live

Eliminate your limits

ant to play make-believe with me for a second? Make-believe with a really important lesson attached for both you and your client? Here’s the scenario: Your client can squat 275 pounds with ease. And now, both you and your client feel ready to take it to the next level. It’s time to hit that 300-pound mark. The problem is that they have a small hip dysfunction. That dysfunction - although not really serious - leads to a lack of mobility and causes pain in both their knee and back. The dysfunction has become their limit. Not their strength, ambition, work ethic or desire. In fact, achieving their next-level of performance is based solely on removing that limit. Yes, your client can work harder at squatting. They can say all sorts of positive affirmations. They can hunker down and push through the pain. They can watch motivational videos of other people succeeding. They can make a pretty collage of epic squatters and hang it on the wall. They can do all the things that every motivational expert tells them to do, but none of it will matter. Ever. Not until they eliminate the limit that is holding them back; the linchpin that is in the way of them actually ascending their performance to the next level. Now, apply that make-believe scenario to any part of your life. Any next-level example you choose. Business, relationships, wealth — you name it. For 25-plus years I have worked with people on what they would define as success. From 7-figure entrepreneurs and Olympic medalists to professional athletes and celebrities. But the question has never been about understanding how to succeed, it’s been about understanding why they aren’t succeeding. You can’t build your home on quicksand. And you can’t build your success - any success - on limits. Mindset matters most. For your clients and for you.

For 20 years, Brian J. Grasso has been considered a revolutionary force within the fitness industry. In 2002, he founded the International Youth Conditioning Association and Athletic Revolution. In 2011, he created the Mindset Performance Institute. Brian has traveled the world as a guest lecturer and Performance Coach for elite level athletes of various sports.

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LEADERSHIP Shannon Fable

www.shannonfable.com

End-of-year productivity audit

he end of the year is a time for reflection and planning. We take inventory of the last 12 months, note our victories, and spend a little time thinking about where we may have veered a bit off course. Then, we use this information to make big plans. All the big thinking, strategizing and goal setting we do helps us move our businesses forward. I encourage you to add one more step to your process... a productivity audit. You can’t just move the needle on your business with ideas alone, you must set up processes to ensure maximum productivity, coupled with the least amount of stress to speed-up your progress and increase your ROI. Spend time getting organized with a system you can trust, and one that keeps track of all the minutia without overwhelming you on a daily basis. Consider David Allen's book, Getting Things Done, and try following his advice very carefully. Here are a few highlights to get you started. Start with a “data dump.” Write down everything in your head. From nagging tasks that haven't been done to big projects that keep getting bumped. Business or personal, for now or for later, it doesn't matter, just follow your stream of thought. Get it all on a sheet of paper. Then, begin lumping like-minded tasks together into buckets. Perhaps there are personal, family, clients, studio, professional development, and virtual coaching buckets. Next, review each line item and see if the task is actually a task. A task is something you could tackle and accomplish in one sitting. If you couldn't, break the task down into manageable bits. This one exercise will help you move projects forward more quickly, as it allows you to accomplish a bit every day which increases your confidence. Finally, look at your weekly schedule. It may take some time, but to accomplish big projects you'll need to reorganize your week to have quality thinking time. You can't create a new product, build a new website, or write an article in between clients. Find a way to batch your face-to-face appointments and carve out blocks of time each week that are sacred; sacred means they are non-negotiable and always set aside to contemplate, plan, and dig into the big stuff. Of course, there's more to it than the steps above. But, as you roll into the end of the year, alongside your dreaming, set aside an equal chunk of time to audit your productivity. 2018 is sure to be the best year ever if you set up a successful system for turning your dreams into reality.

Shannon Fable is a fitness business and programming consultant who has helped impressive brands such as Anytime Fitness, Schwinn, Power Systems, ACE and BOSU over the last 20 years. As an experienced educator and certified Book Yourself Solid business coach, she helps fitness entrepreneurs navigate the industry and make more money.

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BEST PRACTICES

CAREER ACCELERATOR

Melissa Knowles

Brandi Binkley

www.gymhq.club

Critical steps for a healthy draft

he monthly draft is the lifeblood of most fitness businesses. The draft is there like a big blanket—keeping your business warm and cozy during the coldest nights. Or, as is generally the case in fitness, the slower sales months of summer. Something so precious to your business should always be top of mind. A healthy draft requires a systematic approach and constant work. An ounce of prevention is worth a pound of cure: The absolute best way to maintain a healthy draft is to prevent past due payments from ever occurring. Ensure that good billing information is captured at point of sale. If your billing system allows for two payment methods (ACH and credit card), obtain both. Make sure you can reach all your members: Capture all contact information from all members at point of sale. It’s also a great idea to run member rosters from time-to-time and spot check the data. Have a system and schedule for contacts: How often will you contact your members? After how many days past due? For how long? How will you make contact (email, phone, letter, SMS)? What will your message be? Trust but verify: Once you have a system in place, it can’t be “set it and forget it.” Insist that your staff notate all contacts on the members’ accounts. This way you can audit the process anytime you’d like. More contacts x more ways = more money: Phone calls are great, but some people respond better to other channels like text and email. Make sure your team is utilizing all methods of contact to maximize the impact. Start early: Why allow a past due payment to languish for weeks? The longer a balance ages the smaller your chances are at resolving it. The golden rule in successful billing resolution is contact early and often. Consider outsourcing: Numerous club management software providers offer billing support as an additional service. This is well worth exploring. Regardless of who is minding your draft, what’s ultimately important is that these past due accounts are receiving attention. It all boils down to people (working the accounts), process (how they arworking the accounts), and profit (retain more of that hardearned revenue).

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 14 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.

www.getphysiofit.com

The effective mentorship formula

he health and wellness industry is rapidly growing. With multiple facets, we often find ourselves nudged into several roles. These roles can leave us exhausted and wondering how we are to do everything it takes to make our business or our career survive. Something will get lost in the mix of all that is required for success. Insight from others who have more experience and who can guide you is invaluable. Seeking mentorship is not only important, it’s quite possibly the most necessary move that you as a professional can make in your career. Those who have at least one mentor, whether in or outside of the industry, generally have greater success rates. Just a few of the benefits of mentorship include networking, insight on technology and business trends, opportunity to learn from experts, exposure to fresh ideas, accountability and having a trusted person with whom to brainstorm new ideas. Mentorships can range from $49.99 a month to $10,000+ per month. Do your research and seek out what is best for you and your budget. Remember, you generally get what you pay for. Here is a standard formula for expected return on investment (ROI) to give a clearer understanding of the real benefits of mentorship. This formula is an average of mentorships globally. The basic formula for calculating the return on any investment is (proceeds – cost) / cost. For example, $100 in proceeds from a $75 investment drives ROI of (100 – 75) / 75, which equals 33%. The 33% is at a minimum. Some resources claim a 1000% return on their investment from mentorship. The truth about ROI with mentorship? You will absolutely grow your business if you are committed to the mentorship in which you participate. The unmeasurable return is the invaluable relationships you create and the increase in personal growth. Whether insight on lease negotiations, business canvas structures, margins, navigating balance in life and work, or leadership development, here’s the kicker: You have to be able to see and experience the value in any mentorship you belong to and it will cost you in dollars but the dividends pay out in more than your bottom line. It doesn’t matter if you are a solo trainer or a big box owner, all of us need coaching. Reach outside of your box, city or state and meet people who make a living coaching others to be better. You won’t regret it!

Brandi Binkley M.S. NSCA-CPT is founder of PhysioFit in Nashville, Tennesee. Brandi is a veteran in the exercise and wellness industry, having been an Exercise Physiologist and coach for 17 years. She is the 2015 NSCA Trainer of the Year winner and Technogym Master Trainer.

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Journey to Success

By Lindsay Vastola

ANDREA LEONARD COMPANY: Cancer Exercise Training Institute (CETI)

EDUCATION: University of Maryland, College Park

FAVORITE PIECE OF WORKOUT EQUIPMENT: BOSU Balance Trainer

FAVORITE SAYING: “Carpe Diem”

CONTACT INFORMATION: www.thecancerspecialist.com empowersurvivor@earthlink.net Facebook: @cancerspecialist Twitter: @CancerExercise 12 | WWW.PERSONALFITNESSPROFESSIONAL.COM | PARTNER SOLUTIONS GUIDE 2017

Pushing past barriers, setting new standards A relentless mission to be the gold-standard of oncology exercise

ndrea Leonard is the founder of the Cancer Exercise Training Institute, author of 14 books and countless articles, and is a sought-out speaker on cancer and exercise. Her impressive resume, numerous accolades and impact on thousands of lives is unquestionable; but what is not immediately obvious is that Andrea has perhaps had just about every reason imaginable to throw in the towel. Andrea has persevered multiple battles with cancer for both herself and alongside several loved ones. She has overcome significant personal challenges and family adversity as a once single mother of two. She has persevered as a committed fitness professional with a mission to give resources, hope and strength to those surviving cancer. Andrea shares with us an honest glimpse into her journey to success - the ups, downs, peaks, valleys, and challenging realities of her relentless pursuit of making a difference in the lives of cancer survivors.

LINDSAY VASTOLA: HOW DID YOU GET STARTED IN THE FITNESS INDUSTRY? ANDREA LEONARD: In 1984, during the latter part of my senior year, I worked at Holiday ESPRE Center (part of Bally’s) as a fitness instructor making $3.35 an hour. Adorned in a shiny blue lycra leotard and tights, leg warmers and K-Swiss tennis shoes, I showed mem-

bers how to use the circuit equipment. I even got to be in a commercial with Heather Locklear, who at the time was the spokesperson for Bally’s. I used to workout with Sylvester Stallone’s father, but didn’t know it at the time!

LV: WHAT SIGNIFICANT EVENTS IN YOUR CAREER BROUGHT YOU TO WHERE YOU ARE TODAY? AL: In the summer of 1984, I was diagnosed with thyroid cancer. I underwent a complete

Andrea

LEONARD

thyroidectomy that left me with no energy and an extra 20 pounds. Several weeks after my surgery I was at the beach with my friends, hanging out at a dance club. My boyfriend sent me an electronic message that appeared throughout the nightclub, “Lose weight, it’s over.” At the time, I had no idea of the impact those words would have on my life. I entered the University of Maryland in September, determined to lose weight and get him back. My first year of college, I struggled terribly with my weight and energy in the absence of a thyroid. I tried every possible diet and unconventional method of losing weight; sometimes putting my life at risk in an effort to be thin. As the months passed, I realized that I needed a permanent and healthy solution. Personal training was in its infancy, but I knew that as a trainer, not only could I help myself to be/stay fit, but I could help others with similar struggles. I became certified by NSPA, ACE, ACSM and NASM, special populations expert

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by the Cooper Institute, and NASM Performance Enhancement Specialist and Corrective Exercise Specialist. In 1992, I became the Personal Training Director for the National Capital YMCA in Washington, D.C. It was during this time that my mother was diagnosed, for the second time, with breast cancer. She asked me if I would help her with her recovery. She had suffered with permanent nerve damage and a frozen shoulder with her pervious mastectomy and did not want to go through the same kind of suffering a second time. I happened to be training her surgeon and asked her what she thought about writing a book on exercises for breast cancer survivors. She thought it was a great idea and desperately needed. The internet was barely in existence, which made research quite arduous. I enlisted the help of one of my trainers, Amy Halverstadt, who was getting her Masters’ degree at George Washington University. She decided to do her thesis on exercise and breast cancer to help us with the project. We were also able to recruit the chiefs of breast surgery at Georgetown, George Washington and Johns’ Hopkins

University Medical Centers. For three years we collaborated with them as well as physical therapists, occupational therapists and oncology nurses to write the first book of its kind; “Essential Exercises for Breast Cancer Survivors,” published by Harvard Common Press in 2000. In 1999, my husband and I decided to relocate to Portland, Oregon. I had no job, no clients, no family and no friends. I needed a cause; something to inspire me. I decided to create a non-profit, the Breast Cancer Survivors Foundation. The goal was to raise money to give breast cancer survivors grants to work with a personal trainer who specialized in working with cancer patients, free of charge. In 2000 and 2001, I orchestrated two fundraisers that brought in close to $50,000. It was at this point that I created my first training program exclusive to breast cancer patients. It’s comical to think back to my humble beginnings. I barely knew how to use a computer. I traveled across the country with a dry erase board, not knowing how to use PowerPoint. I taught workshops in the most peculiar settings to small groups of interested participants, in an effort to build a referral network.

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In 2004, it occurred to me that there were hundreds of thousands of other cancer patients that needed help and that I needed to expand my training. I dissolved the Breast Cancer Survivors Foundation and created the Cancer Exercise Training Institute (CETI). In the past 13 years, I have written 11 editions of the Cancer Exercise Specialist Handbook and two editions of the Breast Cancer Recovery BOSU Specialist Handbook, in addition to several other books and videos on cancer and exercise. Over 7,000 health and fitness professionals in 17 countries have become Cancer Exercise Specialists through the CETI. My goal has and always will be to provide cutting-edge education and training in the field of exercise oncology always with a personal touch.

LV: WAS THERE EVER A TIME IN YOUR CAREER WHERE YOU FELT LIKE YOU WERE JUST SPINNING YOUR WHEELS? AL: It has been a difficult journey at times. When you are a pioneer, people will inevitably copy you. Some say it is the greatest form of flattery. I would argue that point. I have had a handful of people that I have trained who then

My goal has and always will be to provide cutting-edge education and training in the field of exercise oncology always with a personal touch. created their own competing programs. When you are a grassroots company, and a big corporation steals your thunder, it makes you want to just give up. There was a time, about 6 ½ years ago, that I was ready to give up. I tried a different career path for a very short time, but quickly realized that my heart was not in the game. My mother was diagnosed with thyroid cancer and my father with prostate cancer (he also had bladder cancer). This brought me to 18 first-degree relatives with cancer. I had to keep trying, so I went back to what it is I do best.

LV: WHAT DO YOU THINK IS THE GREATEST OPPORTUNITY IN THE FITNESS INDUSTRY RIGHT NOW? THE BIGGEST DEFICIT? AL: The greatest opportunity is medical fitness. With the aging population of baby boomers, we are inundated with middle-aged and older clients who need special training. Many have co-morbidities and it takes special training and education on the part of the fitness professional to be able to safely and effectively work with these clients. We have too many “trainers” that have minimal education or training and certifying

bodies that don’t require adequate continuing education on certain subject matter. At the CETI, Cancer Exercises Specialists must re-test every two years, or take our in-house cancer-specific continuing education to ensure that they are upto-date on the most recent information in the oncology arena. How else can we claim that they are an expert on the subject matter? This is the greatest problem in the industry: low, or no standards.

LV: WHAT DOES YOUR FUTURE LOOK LIKE? AL: I pray to God first and foremost, to be cancer-free and in good health. I am confident that more certifying bodies will get on board alongside the Medical Fitness Network and offer CETI’s Cancer Exercise Training, as well as many of my exceptional colleagues’ medical fitness specialty courses. Five years from now, I hope that there are Cancer Exercises Specialists in every town, city, state, and country and that every cancer patient has access to the appropriate care and training to improve their treatment tolerance and excel their recovery. Personally, I hope that I will have a log cabin in Colorado and be able to surround myself in the beauty that I have dreamed about for decades.

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Nick Clayton

Fabio Comana

Joe Drake

Jon Goodman

Farel Hruska

Ryan Ketchum

Josh Leve

WHAT WILL BE SEEN IN 2018?

Industry trends and predictions By Lindsay Vastola

We asked several leaders from all corners of the industry what trends they anticipate in 2018. From social media and technology to business management and self-development , it is obvious that there is no shortage of opportunities for fitness professionals to make significant leaps in their careers and businesses over the next year.

a unique opportunity to personalize this experience through different types of programming and gamification opportunities. Trainers will need to be able to assess their fitness level, modify their activity and become the expert in what these devices or new technology is telling them and build the programming around the technology. Josh Leve, www.afsfitness.com

SOCIAL MEDIA & TECHNOLOGY

EDUCATION & CERTIFICATION

Fitness professionals who want to market and grow their business can’t afford to neglect social media in 2018. The future of using social media for business is about narrowing your focus. Social-savvy fitness pros should plan to strategize the bulk of their time and attention on select platforms and perhaps even select content options or features within those platforms (e.g., video posts or Instagram Stories). Amanda Vogel, www.fitnesstestdrive.com

We’ll see a continual movement toward hands-on academies that will help to differentiate new fitness professionals. Joe Drake, www.axiomfitnessacademy.com

The big shift in 2018 is the use of video. Facebook live, YouTube, and Instagram videos and Stories are all being underused by most fitness professionals. There is no better media to create authority more quickly than using videos. Scott Rawcliffe, www.scottrawcliffe.com Consumers are craving a better understanding of what their devices are telling them (e.g. heart rate monitors, etc.). Fitness studios have

More courses to train trainers how to work with special populations suffering from disease will continue to develop. We will see even more courses, webinars and books on working with clients with Alzheimer’s, Autism, MS, and Parkinson’s. Carol Michaels, www.carolmichaelsfitness.com The variety of education, and what’s accepted as continuing education, will continue to expand in 2018. Education surrounding training and nutrition will still be around, but business, psychology and finance education for fitness professionals will be much more prevalent as more and more people realize their relevance and importance. Jon Goodman, www.theptdc.com

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M Parre

Maria ella-Turco

Evan Osar

Scott Rawcliffe

Carol Michaels

CLIENT EXPERIENCE With the continued expansion of technology and competition from social media noise, professional personal trainers are more focused on client-trainer relationships, understanding that personal connection and session experiences enhance client loyalty, motivation, and perceived value. Nick Clayton, www.nsca.com Clients are increasingly savvy. Expectations are that we bring them the most up-to-date and reliable information and instruction. Training processes for staff and instructors will be more necessary than ever. Maria Parrella-Turco, www.honoryoga.com With the majority of our population never stepping foot in our gyms, professionals will see greater success if they meet clients where they are, are inclusive and immediately set them up for success. Farel Hruska, www.fit4mom.com Trainers will begin to stray away from simply writing programs and moving on, and realize their clients have a desire to be coached. The result will be increased accountability, consistency and long-term results. Jon Goodman, www.theptdc.com

Dan Ritchie

Pat Rigsby

Nick Tumminello

Amanda Vogel

to empower and inspire actively aging adults. Evan Osar, www.fitnesseducationseminars.com HIIT isnâ&#x20AC;&#x2122;t going anywhere just yet but the need for recovery to offset the negative impact of this kind of training will lead clients to look for more recovery-focused services. Someone will come first to market this year or next with the next big movement in our industry. Joe Drake, www.axiomfitnessacademy.com

BUSINESS & INDUSTRY TRENDS Industry division will continue, with offerings moving toward low-cost, high-volume solutions countered by more niched, boutique solutions. Everyone else likely being squeezed out. This will provide a great opportunity for fitness professionals who commit to be the best solution for a particular niche in their market. Pat Rigsby, www.patrigsby.com Health clubs and fitness centers are realizing the need to build their premium services either through special programs or personal training. Dan Ritchie, www.functionalaginginstitute.com

Fitness professionals that pick a specific type of population to train and market will stand out among the herd of other gyms, facilities and trainers (e.g., metabolic training for fat loss, powerlifting, physique development, etc.). Nick Tumminello, www.nicktumminello.com

Fitness professionals are facing more digital competition (e.g. Daily Burn, livestreamingfitness.com, Peleton) which will continue to change the landscape and value of the fitness professional and subsequently donâ&#x20AC;&#x2122;t need to be as loyal. Fitness professionals who build a loyal customer today will improve chances of keeping them. Fabio Comana, Faculty Instructor, SDSU, UCSD, NASM

LEADERSHIP, SELF-DEVELOPMENT & COMPANY CULTURE

REVENUE OPPORTUNITIES

Self-development, leadership skills and company culture are a competitive advantage. In 2018, businesses that focus on these skills will attract great prospects, and the leadership and management of the owners and staff will keep business thriving. Ryan Ketchum, www.frnation.com

As more super low-cost discount gyms open, the new opportunity is in the high-end revenue client paying $150-$500/month for specialized training. The virtually untapped and unreached market for this is the 55+ consumer who has the financial resources and is not looking for the cheapest fitness option but the best fit for their needs. Dan Ritchie, www.functionalaginginstitute.com

PROGRAMMING Developing training strategies and programs for the active aging population has opportunity for exponential growth. We will see an increased focus in our industry on cultivating environments specifically designed

Recovery services are on the rise so expect to see them as an additional revenue source in clubs of all sizes and a way to add value for clients. Joe Drake, www.axiomfitnessacademy.com

PARTNER SOLUTIONS GUIDE 2017 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 17

FEATURE ARTICLE Greg Johnson

www.varimaxfitness.com

STUDIO BUILD-OUT BASICS Maximize your studio’s budget, space and versatility

outique- and small studio-style training is becoming more prominent in today’s ever-expanding fitness industry. Fitness professionals have more opportunities for business ownership on a smaller scale. 1,500 to 3,000 square foot spaces in prime locations can be as profitable per square foot as larger gyms. Specialty studios focusing on one specific modality such as spin, yoga, barre or Pilates can be easy to outfit by only buying the specific equipment needed for that type of training. Personal training and general fitness studios can be more challenging to outfit. Whether you’re training athletes or the general public, it’s important to have enough equipment and tools to meet the many needs of several different fitness levels and goals. On any given day a trainer may need tools for mobility, stability, strength, power, speed, cardio, agility or sport skills. Most gyms can afford to do this in a 10,000+ square foot facility with hundreds of thousands of dollars in equipment. The challenge becomes - based on your training model how can we create an optimal training environment with efficient use of space at a fraction of the cost?

When designing a small studio to meet many potential needs, flooring and floor space needs to be your first priority. Depending on a trainer’s training model, blank floor space can be versatile for all variations of training methods and allows room for several people to train in semi-private or small group settings. If your gym uses free weights, rubber flooring can help protect the floor as well as the weights, for longer-lasting equipment and less repair or replacement costs. Rubber flooring is easy to clean, much safer than concrete and can work for any space. Depending on type, color and design, flooring can come in a variety of costs and can even be self-installed for extra savings. For a slightly higher cost but for added benefit, artificial turf can be used as well. The cost of artificial turf has become more affordable and companies now have styles specifically for gyms. Properly-used artificial turf is great for sport performance skills, or bootcamp style classes, and can also add flare to the overall “look” of your facility. Equipment selection is very important for smaller studios. Three things to consider when choosing equipment is 1) versatility, 2) foot print and 3) storage. Buying single-muscle group machines take up

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significant space for only one to a few possible exercises and would quickly eat up that precious floor space. When purchasing a piece of equipment, the more exercises you can do with each piece, the better. Strength training racks should have adjustable hooks and safety bars that can be used for both upper and lower body strength and power programing, instead of having different racks for each. Depending on your facility, there are various types of racks, such as wall-mounted or free-standing. Some companies can customize several rack spaces side by side, all connected, for less material and a lower cost than multiple free standing racks. Several rack systems have storage options for plates and bars that are connected right on to the rack to save more space, and is cheaper than standalone storage. Outside of traditional strength training, several equipment manufacturing companies have done a great job at filling the need for smaller footprint and more versatile set ups, most of which can be customizable with add-ons, features and attachment points for other equipment. These newer styles of “functional training systems” can often be designed when purchased. They can include pulley setups, adjustable platforms, various pull-up grips, and attachment points for smaller equipment such as balls, ropes and suspension trainers. These styles of training stations can be against a wall or as a centerpiece of a room. These systems can also be great for small group training and bootcamps. Some of the larger systems can include monkey bars, heavy bags, rebounders and rope pulls. One of the best parts of these systems are that they include plenty of storage space for those other small pieces or equipment, such as bands, kettlebells, and medicine balls, so your facility isn’t filled with shelves and storage racks. A cheaper option than the larger functional training systems would be a few smaller versatile systems such as adjustable pulleys or suspension training systems. These are also great to have one piece of equipment that can provide several exercises options and can often easily be placed in a corner or flat against a wall. A few sets of adjustable dumbbells take up as little as 2 feet, as opposed to an entire 20-foot rack of dumbbells. When you do need to implement storage racks, vertical racks for equipment such as sandbags, kettlebells, or medicine balls are usually better, although some of the previously mentioned equipment can have this storage built in. A few final tips on overall planning, saving money and space: be sure to shop around and compare prices. When you purchase multiple pieces from a single distributor or manufacturer, they will often add a discount on combinations or larger purchases. Finally, design your space layout on paper to-scale with everything you plan on purchasing. Some manufacturers and distributors can assist you in this process. With these ideas in mind you can design your dream facility based on your training model. You will create an optimal training environment with efficient use of space at a fraction of the cost.

Greg Johnson, MS, CSCS has 15+ years of experience in fitness and physical therapy, and is owner and head trainer at Varimax Fitness in Sacramento, California. Greg is the Global Winner of the 2015 “Life Fitness Personal Trainer to Watch” award, the 2016 TPI “Chance at the Best” winner for devotion to the golf fitness industry, and a 2017 PFP Magazine Personal Trainer of the Month. Greg is also an author and public speaker.

PARTNER SOLUTIONS GUIDE 2017 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 19

2018 PARTNER SOLUTIONS

WEBSITES & INTERNET MARKETING FOR FITNESS BUSINESSES 97 Display

97 Display creates websites that generate leads, allowing fitness businesses to enjoy a powerful online marketing presence. Our software allows us to focus specifically on the fitness industry, creating tools and website designs specifically for fitness business models. Customers can expect their websites to adapt along with new technology and evolve as needed to stay relevant. Improved search engine ranking (SEO) and an increase in leads are typical of the fitness websites we design for our clients. Learn more at www.97display.com/PFP and mention coupon PFP

336.422.1698 | www.97display.com/PFP

TAILORED INSURANCE FOR PERSONAL TRAINERS Hiscox

Personal trainer insurance is critical if you are a credentialed personal trainer. You can be sued for injuries sustained during workouts or even bodily damage that occurs during training through no fault of your own. Your best solution is to protect yourself with insurance. By simplifying the process to buy directly online from Hiscox, you’re offered great value coverage for your small business. Get a fast, free quote at Hiscox.com or call a licensed agent at 866.955.4895. You’ll only pay for what you need.

866.955.4895 | Hiscox.com

GET PROFESSIONAL RESULTS WITH CARDIOCOACH

REV UP RECOVERY Myobuddy

KORR

When it comes to sports performance, VO2 Max, Anaerobic Threshold and Metabolic Efficiency, KORR gives professional trainers data that is truly game changing. At KORR, we want to level the playing field. We’ve made CardioCoach easy to use, accurate, and affordable for trainers at all levels. No longer is VO2 Max only for the pros. Give your clients every advantage they deserve. They want the data. They crave the feedback. They will follow your lead. CardioCoach. Make It Personal.

877.859.3007 | www.korr.com | support@korr.com

The Myobuddy Massager Pro® combines vibration, percussion and heat to speed up recovery and increase muscle performance. It’s the tool of choice for fitness professionals and clinical practitioners for myofascial release and overall wellness. Myobuddy offers educational workshops to upskill trainers and users on how to best incorporate it into recovery sessions. Trainers can also find a lucrative additional revenue stream with Myobuddy Reseller and Affiliate programs. Save $50 - free shipping & no tax. Shop now!

847.567.5705 | www.myobuddy.com/PFP | lillo.furca@myobuddy.com

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NOW INTRODUCING: MYZONE MZ-1 MYZONE

PERSONAL TRAINER EDUCATION AND CERTIFICATION NFPT

MZ-1 is a feature product of MYZONE® that delivers heart rate-based effort tracking. The MZ-1 can be used within a gym environment/facility and is ideal for Boutique and/or functional class/club only operators. This product is specifically designed with the class goer in mind. The MZ-1 works inside a MYZONE enabled club as well as with the MYZONE® app. Interested in purchasing the MYZONE platform? PFP members get 2 months free licensing!

312.440.7687 | www.myzone.org/health-clubs/contact | Ron.sobiek@myzone.org

Since 1988, NFPT has been certifying fitness professionals. NFPT is for the fitness enthusiast who aspires to be a personal trainer, or for the already certified trainer who desires growth through additional learning and credentialing. We are a supportive organization that builds community among our family of trainers. We provide affordable, accredited, and foundational personal trainer certification, with free recertification Continuing Education Credits (CECs) and a priority focus on individual care and commitment to the successes of NFPT trainers. See what we mean and check out what we do at nfpt.com

800.729.6378 | www.nfpt.com | info@nfpt.com

THE BALANCE BOARD PROS USE! StrongBoard Balance

StrongBoard Balance offers next level balance training for fitness professionals. It uses multi-spring technology which will not allow for stabilization. Simply standing on StrongBoard requires complete core engagement. Unlike other balance devices, StrongBoard Balance offers a flat, rigid platform, and it’s perfect for standing, planking, and v-sit exercises. StrongBoard is easy and safe to get on and off, and its flat platform protects joints and surrounding ligaments from unnatural supination. StrongBoard delivers profound results to all levels of fitness enthusiasts.

PERSONAL TRAINER SOFTWARE Total PT Fitness

Total PT Fitness is a professional personal trainer software program for trainers that want to elevate their business and stand out from their peers. Track fitness tests, create custom video exercise programs, and issue RD designed meal plans. Includes a client health portal branded with your company information. The online system can be accessed on mobile devices. Try our free 2-week trial and save an extra 20% on our already discounted annual sign up! Use coupon code PT20. Don’t delay, limited time offer.

800.750.2756 | www.TotalPTFitness.com | sales@totalptfitness.com

PFP subscribers order by December 31st to receive 15% off and free shipping. Use coupon code PFP15.

www.StrongBoardBalance.com | Info@StrongBoardBalance.com

2018 PARTNER SOLUTIONS

THE MESSAGE: MIKE Z. ROBINSON www.mzrfitness.com

@mzrfitness

“S

trength. Excellence. Dedication to the craft.” This is how Mike Z. Robinson described what receiving the 2015 IDEA Personal Trainer of the Year award represented. He upholds these same values as the leader of his club, MZR Fitness, as an award-winning personal trainer, and as a sought-after professional by leading media outlets and education agencies. His message of strength, excellence and dedication continues to impact his clients, his staff, his community and our industry. Here is how Mike shares his message… My ideal client is anyone who strives to be great and phenomenal in their lives while taking a no-excuse approach to achieve their goals. I’ve worked with every demographic and it doesn’t matter to me at all who they are as long as they are committed. My ideal client can be anyone from an athlete to a working mom to a senior citizen. I love working with people who understand the direct correlation between working hard and realizing their true potential. My message to any and everyone is that you can have whatever you want in life by working hard and working smart. In terms of fitness, my job is to help my clients identify realistic goals for themselves and help them to make strategic decisions and the appropriate sacrifices along the way. It is to make sure that they not only reach their goals, but that they surpass them and feel the best that they have ever felt in their life! If I had only one way to share my message it would be on television, because that is a very effective and efficient way to reach the masses. Being on television also serves additional purposes such as helping to shed positive light on our industry while helping to educate, inspire and motivate those at home to eat a little less and move a little more! Successful messaging is in everything that we do with and for our clients. They need to be able to look at us and be inspired from the way we carry ourselves in the gym and also in our communities, with our families, and how we communicate with others. They also want to hear about some of our own stories about adversity and how we overcame it.

MIKE Z.

ROBINSON

People follow me because I’m relatable, approachable, passionate and I do my best to be the most positive person that they know. I want everyone that I interact with to feel like they have known me forever and that I truly care about helping them. My daily goal is to have those kind of priceless interactions everyday with people and in turn, I want them to be inspired to create that same kind of spark with the next person they meet so that we can continue to make this world a better place!

Publisherâ&#x20AC;&#x2122;s Note: The U.S. Postal Service requires the following statement be published for Personal Fitness Professional Periodicals Class mailings only. Personal Fitness Professional has had a Periodicals Class permit since January 2001.

U.S. Postal Service STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION Required by 39 U.S.C. 3685 1. 2. 3. 4.

Publication Title .............................................................PFP Publication No. ..............................................................1523-780X Filing Date .....................................................................September 13, 2017 Issue Frequency...............................................................Winter (February), Spring (April), Summer (July), Fall (October), Solutions Guide (November) 5. No. of Issues Published Annually...................................5 6. Annual Subscription Price .............................................Free 7. Complete Mailing Address of Known Office of Publication (Not Printer) 2901 International Lane, Suite 100, Madison, Dane County, WI 53704-3128 Contact Person ...............................................................Rachel Chapman, (608) 442-5082 8. Complete Mailing Address of the Headquarters of General Business Offices of the Publisher (Not Printer) .....................2901 International Lane, Suite 100, Madison WI 53704-3128 9. Full Names and Complete Mailing Address of Publisher, Editor and Managing Editor Publisher ............................................. ...........................Chad Griepentrog, RB Publishing Inc., 2901 International Lane, Suite 100, Madison WI 53704-3128 Editor .................................................. ...........................Lindsay Vastola, RB Publishing Inc., 2901 International Lane, Suite 100, Madison WI 53704-3128 Managing Editor............................................................Mike Beacom, RB Publishing Inc., 2901 International Lane, Suite 100, Madison WI 53704-3128 10. Owner (If the publication is owned by a corporation, give the name and address of

the corporation immediately followed by the names and addresses of all stockholders owning or holding one percent or more of the total amount of stock. If not owned by a corporation, give the names and addresses of the individual owners. If owned by a partnership or other unincorporated firm, give its name and address, as well as those of each individual owner. If the publication is published by a nonprofit organization, give its name and address.)

(Full Name) (Complete Mailing Address) Marll Thiede .......................................................... RB Publishing Inc., 2901 International Lane, Ste. 100, Madison WI 53704-3128 Gregory Rice .......................................................... Executive Management Inc. 2901 International Lane, Ste. 200, Madison WI 53704-3128 11. Known Bondholders, Mortgagees and other Security Holders Owning or Holding one Percent or More of Total Amount of Bonds, Mortgages, or Other Securities.........None 12. Tax Status...............................................................The purpose, function and nonprofit status of this organization and the exempt status for federal income tax purposes has NOT changed

during preceding 12 months. 13. Publication .....................................................................PFP 14. Issue Date for Circulation Data......................................Summer 2017 (Aug 2017) 15. Extent and Nature of Circulation ..................................B2B - Controlled a. Total No. Copies (Net Press Run) .......................... 14,277 ........................ 14,940 b. Paid and/or Requested Distribution 1. Outside-County Mail Paid/Requested Mail Subscriptions Stated on Form 3541. .................. 13,731 ........................ 14,687 2. In-County Paid/Requested Mail Subscriptions Stated on Form 3541. ........................0 ................................ 0 3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales and Other Paid or Requested Distribution Outside USPS.... 0 .................. 0 4. Other Classes Mailed Through the USPS ...............0 ................................ 0 c. Total Paid and/or Requested Circulation [Sum of 15b (1, 2, 3, and 4)] .................................... 13,731 ........................ 14,687 d. Nonrequested Distribution (Samples, Complimentary and Other Free) 1. Outside-County as Stated on Form 3541 ..............404 ............................ 208 2. In-County as Stated on Form 3541 .........................0 ................................ 0 3. Other Classes Mailed Through the USPS ..............14 ............................... 5 4. Distributed Outside the Mail ..... . ..........................105 ............................. 20 e. Total Nonrequested Distribution ..............................523 ............................ 233 f. Total Distribution (Sum of 15c and 15e)................. 14,254 ........................ 14,920 g. Copies Not Distributed ...............................................23 .............................. 20 h. Total (Sum of 15f and 15g) ..................................... 14,277 ........................ 14,940 i. Percent Paid and/or Requested Circulation (15c/fx100) ..............................................................96.33% ...................... 98.44% 16. Electronic Copy Circulation ..............................................................................Yes a. Requested and Paid Electronic Copies .................... 19,171 ........................ 18,600 b.Total Requested and paid Print Copies (Line 15c) + Requested/Paid Electronic Copies (Line 16a) .... .................... 32,902 ................................ 33,287 c.Total Requested Copy Distribution (Line 15f) + Requested/Paid Electronic Copies (Line 16a) ......................... 33,425 ................................ 33,520 d.Percent paid and/or Requested Circulation (Both Print & Electronic Copies) (16b divided by 16c x 100) .........................................98.44% ...................... 99.30% 17. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the November 2017 Solutions Guide issue of this publication. 18. Signature and Title of Editor, Publisher, Business Manager or Owner: Rachel Chapman, Audience Development Manager, / September 13, 2017 I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties). PS Form 3526-R, September 2007

EDUCATION TRENDS Rick Howard

www.youthsportfitnesscoach.com

Are you committed to your professional development?

ou coach your clients to set fitness goals by sharing strategies that help them make time to train, educating them on correct technique, offering general nutrition guidance, etc., and reminding them that the physical domain is just one of several pieces of an individual’s “Wellness Wheel;” other pieces of the wheel include spiritual, emotional, intellectual, social, environmental and financial.1 If you’re emphasizing with your clients the importance of paying attention to all seven pieces of the Wellness Wheel, shouldn’t you give the same commitment to your personal development? Your clients expect it from you to help them balance their Wellness Wheel, and you should demand it from yourself. When it comes to personal and professional development, questions arise about the most effective approach. How do you decide how much and what type of knowledge you need in order to most effectively help your clients? How much formal education and training do you need? Is a certification necessary? How much do you really need to know?

There are many options available for professional development, so you should look for opportunities from nationally accredited organizations, colleges and universities.

Professional development key steps With so many continuing education courses, workshops and seminars available in a variety of formats, how do you decide which is best for you? Here are several key steps to consider: } Fill-in knowledge gaps and expand your knowledge base. Connect with other fitness professionals who have an excellent industry reputation and ask them what they believe are the necessary fundamentals and emerging ideas that will help you take your training or business acumen to the next level.2 Explore industry resources that provide topics that are relevant to the profession and your career/ business goals. } Master your client base. Be the best you can be with your niche. Whether you train seniors, athletes, military or special populations, become the content expert with the best skills for your target population. Learn key techniques to attract clients in your target population, practical training considerations, and how to get recognized as a top trainer for your client base. } Strive for the best quality professional development. You would not accept low-quality equipment for your clients, and you should not accept low-quality professional development. There are many options available for professional development, so you should look for opportunities from nationally accredited organizations, colleges and universities. While being certified is important, ensure that you do not have too many certifications, giving your clients the impression that your knowledge is spread too thin.

} Be aware of how you learn best. While older research on learning styles indicate that we each have a distinct learning style (visual, auditory or tactile), recent evidence suggests that we learn best by an individualized blend of styles. Create your professional development plan Now that you have professional development goals, set your plan for the next six months and through the next year. Set an annual budget for professional development. Determine when professional development fits your schedule. Make a goal to establish professional relationships with other personal trainers and establish lifelong connections. Consider sharing your knowledge with others. Be the best trainer you can be — your clients deserve it. References 1. The College of New Jersey. Wellness Wheel. Retrieved from https://healthwellness.tcnj.edu/wellness-wheel/ November 14, 2017. 2. Be Stronger Fitness. Retrieved from https://www.bestrongerfitness.com/ cpt-business-mentoring, November 14, 2017.

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.

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PFP'S PREFERRED PARTNER OFFERS

PLAN YOUR CONTINUING EDUCATION FOR 2018 Date

This year’s top continuing education events, conferences and workshops

Event

Organization

Location

Cost

Website

3-5

Coaches Conference

NSCA

Charlotte, NC

6-7

NFPT

Kent, WA

26-28

NFPT Personal Trainer Certification Prep Workshop NFPT Personal Trainer Certification Prep Workshop FitnessFest at TheFitExpo NFPT Personal Trainer Certification Prep Workshop NFPT Personal Trainer Certification Prep Workshop TRX Functional Training Course NYC MANIA

SCW

San Francisco, CA New York, NY

$259

www.store.trxtraining.com/shop/ professional-education www.scwfit.com/mania

26-28

EMPOWER! MI

Global Fitness Solutions

Rochester Hills, MI

$99+

www.empowerfitnessevents.com/events

2-4

Medical Fitness Tour

Phoenix, AZ

$269

www.medicalfitnesstour.org

TRX Functional Training Course fitMONTREAL

Medical Fitness Edu. Foundation TRX

$295

canfitpro

San Francisco, CA Montreal, Quebec

$280

www.store.trxtraining.com/shop/ professional-education www.canfitpro.com/montreal

ACE

San Diego, CA

$175

www.acefitness.org

TRX

Kennesaw, GA

$295

Global Fitness Solutions

Wayne, PA

$99+

www.store.trxtraining.com/shop/ professional-education www.empowerfitnessevents.com/events

IDEA

Alexandria, VA

$369-$439

AAAI/ISMA

Colorado Springs, CO

Discount Code

January

6-7 6-7 13-14 20-21 21

$185-$500 www.nsca.com/Coaches2018 $728

www.nfpt.com/certification/workshops

workshop plus certification

NFPT

Jacksonville, FL

$728

www.nfpt.com/certification/workshops

workshop plus certification

FitnessFest

Los Angeles, CA

NFPT

San Antonio, TX

$199

www.fitnessfest.org

$728

www.nfpt.com/certification/workshops

Use code PFP10 for 10% off!

workshop plus certification

NFPT

Dallas, TX

$728

www.nfpt.com/certification/workshops

workshop plus certification

TRX

$295

PFP $199

February

8-11 10 17 22-25

Movement-Based Exercise Workshop TRX Functional Training Course EMPOWER! PA

March 1-4 2-4

IDEA Personal Trainer Institute - EAST One World Fitness Certification & Education Conference

www.ideafit.com/ptrainer

$129-$219 www.aaai-ismafitness.com

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$20 off with code PFPTOUR

Date 2-4 3-4 9-11 10-11 16-18 21-24 22-26 24-25

Event

Organization

Location

Cost

Website

Spring Cleaning for the FitnessFest Carefree, AZ $549 www.fitnessfest.org/retreat Soul: a mind, body, spirit retreat NFPT Personal NFPT Wheaton, MD $728 www.nfpt.com/certification/workshops workshop plus Trainer Certification certification Prep Workshop Kettlebell AMPD Kettlebell AMPD Pittsburgh, PA $289-$319 www.kettlebellampdconvention.com Instructor Convention NFPT Personal NFPT Buffalo, NY $728 www.nfpt.com/certification/workshops workshop plus Trainer Certification certification Prep Workshop Fitness Business Keuilian, Inc. San Diego, CA $797 www.fitnessbusinesssummit.com Summit 2018 IHRSA 2018 IHRSA San Diego, CA $725www.ihrsa.org/ihrsa2018 Convention & Trade Show $1,025 The ECA 360 ECA 360 Fitness New York City, $199 www.eca360fitness.com INSPIRE Conference NY NFPT Personal NFPT Los Angeles, CA $728 www.nfpt.com/certification/workshops workshop plus Trainer Certification certification Prep Workshop

Discount Code Use code PFP10 for 10% off!

$100 off with code PFPSD

April 2-5 5-8 5-8 6-8 7-8

Tactical Strength and Conditioning (TSAC) IDEA Personal Trainer Institute - SOUTH ACSM International Health & Fitness Summit California MANIA

13-15

NFPT Personal Trainer Certification Prep Workshop NFPT Personal Trainer Certification Prep Workshop Medical Fitness Tour

13-15

EMPOWER! NV

20-22

EMPOWER! KS

26-29

FitnessFest Conference and Expo EMPOWER! NC

9-10

27-29

NSCA

Norfolk, VA

$240-$455 www.nsca.com/tsac2018

IDEA

Dallas, TX

$369-$439 www.ideafit.com/ptrainersouth

ACSM SCW

Arlington, VA $145-$400 www.acsmsummit.org (Washington D.C.) Burlingame, CA $259 www.scwfit.com/mania $728

www.nfpt.com/certification/workshops

$728

www.nfpt.com/certification/workshops

Glassboro, NJ

$259

www.medicalfitnesstour.org

Henderson, NV

$99+

www.empowerfitnessevents.com/events

Overland Park, KS Phoenix, AZ

$99+

www.empowerfitnessevents.com/events

$189+

Charlotte, NC

$99+

www.empowerfitnessevents.com/events

$728

www.nfpt.com/certification/workshops

$728

www.nfpt.com/certification/workshops

www.merrithew.com/events

NFPT

San Diego, CA

NFPT

Orlando, FL

Medical Fitness Edu. Foundation Global Fitness Solutions Global Fitness Solutions FitnessFest

workshop plus certification workshop plus certification

www.fitnessfest.org

Global Fitness Solutions NFPT

Philadelphia, PA

NFPT

Atlanta, GA

Merrithew

New York City, NY Orlando, FL

$99+

4-6

Merrithew Mindful Movement Symposium Florida MANIA

10-13

EMPOWER! FUSION

Rosemont, IL

$179+

www.empowerfitnessevents.com/events

14-19

International Aquatic Fitness Conference

Global Fitness Solutions IAFC

Palm Harbor, FL

$430

www.aeawave.com/IAFC.aspx

AAAI/ISMA

Atlantic City, NJ

Global Fitness Solutions

Houston, TX

28-29

NFPT Personal Trainer Certification Prep Workshop NFPT Personal Trainer Certification Prep Workshop

workshop plus certification workshop plus certification

PFP $199

$20 off with code PFPTOUR

Use code PFP10 for 10% off!

May 4-6

SCW

$259

www.scwfit.com/mania

PFP $199

June 1-3

1-3

One World Fitness Certification & Education Conference EMPOWER! TX

$129-$219 www.aaai-ismafitness.com

$99+

www.empowerfitnessevents.com/events

PARTNER SOLUTIONS GUIDE 2017 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 27

Date

Event

Organization

Location

Cost

Website

9-10

FitnessFest at TheFitExpo IDEA World Convention

FitnessFest

Chicago

$199

www.fitnessfest.org

IDEA

San Diego, CA

$399-$489 www.ideafit.com/world

IDEA World Club & Studio Summit

IDEA

San Diego, CA

$399-$489 www.ideafit.com/clubstudio

NSCA

Indianapolis, IN

$225-$550 www.nsca.com/national2018

FitnessFest

San Jose

27-29

NSCA National Conference FitnessFest at TheFitExpo Atlanta MANIA

SCW

31-Aug 3

The IHRSA Institute

IHRSA

DCAC International Fitness Education Conference canfitpro world fitness expo One World Fitness Certification & Education Conference Dallas MANIA

DCAC

Reston, VA

$129+

canfitpro

Toronto, Ontario

TBD

AAAI/ISMA

Hyannis, MA

SCW

Dallas, TX

$259

www.scwfit.com/mania

FitnessFest at TheFitExpo

FitnessFest

Anaheim, CA

$199

www.fitnessfest.org

Use code PFP10 for 10% off!

7-9

Medical Fitness Tour

www.medicalfitnesstour.org

$20 off with code PFPTOUR

EMPOWER! MN

$99+

www.empowerfitnessevents.com/events

18-20

BOLD - THE MINDBODY CONFERENCE Philadelphia MANIA

San Francisco, CA St. Louis Park, MN San Diego, CA

$259

14-16

Medical Fitness Edu. Foundation Global Fitness Solutions MINDBODY

$399+

SCW

Philadelphia, PA

$259

www.scwfit.com/mania www.nsca.com/PTCon2018

27-July1 28-July1

Discount Code Use code PFP10 for 10% off!

July 11-14 21-22

$199

www.fitnessfest.org

Atlanta, GA

$259

www.scwfit.com/mania

University of North Carolina

$1,760 $2,700

www.ihrsa.org/institute

Use code PFP10 for 10% off! PFP $199

August 2-5

8-12 17-18

24-26 25-26

www.dcacfitness.com

www.worldfitnessexpo.com

$129-$219 www.aaai-ismafitness.com

PFP $199

September

21-23

www.mindbodyonline.com/bold PFP $199

October 5-7

NSCA

Baltimore, MD

TBD

5-7

NSCA Personal Trainers Conference Nor-Cal Fitness Summit

Nor-Cal

San Francisco, CA

$397

www.norcalfitnesssummit.com

5-7

Midwest MANIA

SCW

Rosemont, IL

$259

www.scwfit.com/mania

11-14

NASM Optima

NASM

Scottsdale, AZ

TBD

www.nasm.org

19-21

AAAI/ISMA

Baltimore, MD

19-21

One World Fitness Certification & Education Conference EMPOWER! CO

Parker, CO

TBD

www.empowerfitnessevents.com/events

24-26

Club Industry Show

Global Fitness Solutions Club Industry

Chicago, IL

TBD

www.clubindustryshow.com/clb18

25-26

Medical Fitness Tour

27-28

FitnessFest at TheFitExpo fitCALGARY

31-Nov 3

PFP $199

$129-$219 www.aaai-ismafitness.com

Medical Fitness Edu. Foundation FitnessFest

Chicago, IL

$259

www.medicalfitnesstour.org

San Diego, CA

$199

www.fitnessfest.org

canfitpro

Calgary, Alberta

TBD

www.canfitpro.com/calgary

$99+

www.empowerfitnessevents.com/events

$299+

www.abshow.com/expo

$20 off with code PFPTOUR Use code PFP10 for 10% off!

November 2-4 7-10

EMPOWER! AZ

Global Fitness Phoenix, AZ Solutions Athletic Business Show Athletic Business New Orleans, LA

9-11

EMPOWER TX-DAL

15-18

Mansfield, TX

TBD

www.empowerfitnessevents.com/events

vancouver fitness expo

Global Fitness Solutions canfitpro

Vancouver, BC

TBD

www.canfitpro.com/vancouver

Boston MANIA

SCW

Danvers, MA

$259

www.scwfit.com/mania

December 7-9

| WWW.PERSONALFITNESSPROFESSIONAL.COM | PARTNER SOLUTIONS GUIDE 2017

PFP $199

NEW ON THE MARKET The latest trends in fitness equipment

LINDSAY'S REVIEW: BANDLEBALLS Resistance tubing has always been one of my favorite fitness tools, however, exercise variety can be limited because of the tube-shape itself, transitions between exercises can be cumbersome, and adjusting resistance and angles is restricted. A flat band alleviates many of these limitations but is underutilized because of the lack of comfortable, functional handles. Enter Bandleballs. These two small rubber balls easily slip onto any flat band, offering a surprisingly comfortable grip that can be easily transitioned between exercises with various grips, and resistance adjusts in seconds by slipping the Bandleballs along the flat band. For such a simple and affordable tool, versatility and creativity is endless. This is one of those training tools you’ll use and think, “How did I train without this?!” www.bandleballs.com

AIRDYNEX AIR BIKE The heavy-duty AirdyneX air bike features a 26-blade performance fan and a responsive, single-stage belt drive for virtually unlimited resistance and maximum efficiency by converting your effort to intensity. Ideal for personal training sessions, functional training areas and small group training, the bike includes effective HIIT workouts, with a 20/10 interval program, a 30/90 interval regimen and a custom interval routine. A motivating tachometer on the console signals how hard you’re working, including average calorie burn per minute. www.octanefitness.com

MFR STICK

SPYDER 360

TWIST BALL

The MFR Stick is Perform Better’s newest recovery tool. This massage stick is made of steel and does not flex or bend when pressure is applied. There are ball bearings in the handles which allow for smooth rolling on both skin and clothing, helping to easily penetrate trigger points and reduce muscle tension. This 20-inch massage tool is the perfect solution to help mobilize joints and improve range of motion for all of your clients and athletes. www.performbetter.com

The Spyder 360 offers more exercise options than any single device and replaces multiple pieces of workout equipment, such as the ab wheel, push-up bars, 5- to 20-pound kettlebells or dumbbells and resistance bands. Its Unlimited Range of Motion™ engages your entire body, resulting in a more effective workout. The Spyder 360 can be used one-on-one, in a group setting, on floors of any type, and on gym walls. www.thespyder360.com

The 6-pound Twist Ball is a medicine ball with a twist. Its shifting center of sand challenges the user to control the moving center of gravity. The adjustable handle straps allow for double- or single-handed swinging, and they can be fitted over an ankle for leg lifts. It comes with an 8-inch pump and the hand covers are removable and washable. www.merrithew.com

PARTNER SOLUTIONS GUIDE 2017 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 29

YOUR IDEAL BUSINESS Pat Rigsby

www.PatRigsby.com

The 10X Approach

uilding your ideal business isn’t easy. How do you separate yourself from the competition? How do you rise above the countless options available to the market? If you’re looking for the easy route – there isn’t one. But there is a simple and direct approach: the 10X Approach. It’s not some magic bullet, but it will almost assuredly guarantee your success. Success isn’t easy. But you shouldn’t want it to be easy. You shouldn’t want everyone to be able to do it; that just makes it ordinary and average. The 10X Approach: 1. You must commit to delivering 10 times the fee in the value you provide for anything you sell. 2. You must be willing to work 10 times harder and smarter than your competition. 3. You must be willing to set written goals 10 times loftier than you ever have before. 4. You must commit to being 10 times more knowledgeable than the competition. 5. You must get 10 times more done than the competition. If you want to accomplish something that most people never will, you must be willing to do things that most people would never even consider doing. The foundation of the 10X Approach is the first principle: You must commit to delivering 10 times the fee in the value you provide for anything you sell. If you charge $500, then you have to do your best to deliver $5,000 in value. Sure, I know that most people wouldn’t pay you $5,000 for something where the market rate is $500, but that’s not the point. The point is that you relentlessly work to deliver $10 in value for every $1 you charge. You give more personal attention to your people than anyone else does. You constantly strive to do better work. You send cards on birthdays and you give gifts at Christmas. Spend some time everyday looking for ways to deliver just a little more value and to make the experience that you provide just a little better. Keep in mind that people either want the cheapest or they want the best, and this is how you become the best. The second component of the 10X Approach is simple, but it will weed out 99% of the people who own a business: You must be willing to work 10 times smarter than your competition. If you embrace this, it’s a competitive advantage that the others in your market won’t step up to match. I didn’t say that you have to work longer – just smarter. When your competition is searching online, trying to find ways to

avoid work, you work. When they think they know enough, you study. You’re either getting better or worse – every day. Spend most or all of your day getting better. Take pride in working smarter. The third component of the 10X Approach is one that every mediocre business owner ignores: You must be willing to set written goals 10 times loftier than you ever have before. Most business owners make every day like the movie Groundhog Day. They get up and do the same thing over and over. They have no real goals that drive them forward. If you’re building your ideal business, you can’t make this critical mistake. Why settle for mediocrity? Why be comfortable with being average? Building a business is hard work. I’ve been there. I remember not having enough money to fill up my gas tank when we were getting started. I remember having to go on Craigslist to try to find discounted tickets to be able to take my son to a local amusement park because we couldn’t afford them at full price. Nevertheless, having lofty goals was the carrot out in front that kept me motivated, and it keeps me striving to learn and get better every day. Most people won’t set those types of goals. You must. Component number four is a gamechanger: You must commit to being 10 times more knowledgeable than the competition. The best don’t get there by accident. They already know how to deliver amazing results, and still they’re the first ones to keep studying. They know more about business than the rest of their industry, but they are the first to dive in and keep improving. Being the best means always staying one step ahead, and part of that is being a lifelong learner. The final component: You must get 10 times more done than the competition. Ultimately, no one cares what you know, how much potential you have, or how talented you are. They don’t care about your good ideas or the countless projects you start. They don’t care about the promises you make. They care about what you do and what you accomplish. Build your ideal business – one that provides a great experience for your clients while giving you personal satisfaction, wealth and freedom. Don’t focus on activity, focus on achievement. Are you up to the task? Are you one of the rare professionals that wants to be great and build your ideal business that is in the top 1%? If you are, start with the 10X Approach.

Pat Rigsby has built over 25 different businesses in the fitness industry from award-winning franchises to certification organizations. He’s helped thousands of fitness entrepreneurs build their ideal business. Visit his website at www. PatRigsby.com.

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