Personal Fitness Professional Summer 2023

How

5

VOLUME 25 | ISSUE 2

president

chad griepentrog | chad.g@rbpub.com

publisher josh vogt | josh@rbpub.com

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erin eagan | erin@rbpub.com

audience development manager

rachel spahr | rachel@rbpub.com

national media consultant

josh vogt | josh@rbpub.com

creative director

kelli cooke | kelli.c@rbpub.com

contributing writers

Sara Frenza, Jordon Hvizd, Ben Ludwig, James Patrick, Jim Romanga, Julio Salado, Becca Tebon

featured columnists

Brandi Binkley, Trina Gray, Dan Ritchie, Pat Rigsby, Kurt Weinreich Jr.

cover photo

By James Patrick Photography

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Rigsby

Keeping

By Becca Tebon

Building Client Relations Outside the Gym 5

By Jim Romanga

How

By Ben Ludwig

20 22 24 26

The Death of Commoditization

Why personalization is the key to client retention

By James Patrick

Minding the Health Gaps

Consider the 4 exercise readiness indicators and adjust workouts accordingly

By Jordon Hvizd

Full-Circle Nutrition

Introducing periodization for client longevity

By Sara Frenza

Are You Insured?

Specialized coverage for your fitness business needs

OUR ADVISORY BOARD

Lindsay Vastola Greg Justice Farel Hruska Joey Percia

LETTER FROM THE ADVISORY BOARD

By Greg Justice

Connect on a personal level

Client relations is the focus of this issue of PFP. Positive client relations simply mean that you connect with your clients on a personal level. It’s crucial to build a trustworthy relationship with your clients, but many businesses don’t know how. W. H. Auden once said, “Almost all of our relationships begin and most of them continue as forms of mutual exploitation, a mental or physical barter, to be terminated when one or both parties run out of goods.”

When you connect with your clients on a personal level, you’re much more likely to understand what they’re looking for, help them reach their goals and create a win / win situation.

A good starting point is to develop your body language and listening skills and bring them to play in every interaction with your clients. This will change the dynamics of the relationship.

Here are some tips when dealing with clients:

 Maintain eye contact

 Don’t interrupt when your client is talking

 Stay still

 Nod your head when you understand or agree with what your client is saying

 Lean in occasionally toward your client

These skills will show your clients that you’re really paying attention to them. People who feel appreciated and understood tend to be happier and have an easier time overcoming obstacles through dialogue. They also become very good clients who often refer more clients.

They will also work harder for you knowing that you really know them and care about them. They know this because they have heard it and seen it in the way you interact with them.

Trust and communication between trainer and client are central to setting and achieving goals and fulfilling the vision. A few minutes at a time, a few days each week, they communicate their very life to you, creating a bond of friendship, trust and mutual work (or play). Your client/trainer relationships are investments you make in your business.

Sometimes those relationships stay strong and continue to grow year after year. Sometimes they deteriorate, or never get off the ground from the start. Some are a combination of ups and downs, with a few twists mixed in.

To achieve positive client relations, listen and watch. You may see and hear joy and a sense of accomplishment, jubilance; one of the moments every trainer lives for. This is the type of client we all want, the one whose accountability produces the work, results and achievement.

Greg Justice is a bestselling author, speaker and fitness entrepreneur. He opened AYC Health & Fitness, Kansas City’s Original Personal Training Center in 1986. Greg is the CEO of Scriptor Publishing Group. He was inducted into the National Fitness Hall of Fame in 2017. Greg writes feature articles for many industry publications including Club Industry magazine, IDEA Fitness Journal and Personal Fitness Professional magazine. Greg holds a master’s degree in HPER (exercise science) from Morehead State University in Morehead, KY.

ONE-MINUTE PRACTICE: PRESENT MOMENT AWARENESS

By Dr. Adrienne Ione Yes2Aging.com

Roasting, Boiling, Baking

Roasting, boiling, baking. One might use these words if they are providing cooking instructions. For those who live in the Northern Hemisphere, these might also be some words you are using to describe your current relationship with the weather. Maybe even adjectives for your internal atmosphere.

For some, summer signifies increasing daylight. While others, summer indicates an excess of heat. Between last issue and now, perhaps you have been practicing how to maintain an awareness of and appreciation for the strengths gleaned in darkness, while simultaneously allowing the lengthening of days to unfold in a way that is calm, reflective and appreciative of what is present now.

Between now and June 21, for those in the Northern Hemisphere, days will continue to lengthen. Heat will increase. The digestive fire will burn. And muscles will contract. Although we must not forget the importance of the cool, the rest and the relaxation.

As was introduced in the previous column, the month of March can evoke bodily rhythmic awareness. For respiratory, digestive, muscular or cardiac system, or any other bodily function — you may be feeling the heat. A balance of the fire is necessary.

In what ways can you locate spaces, in June and among the continually unfolding hot summer days, where the appreciation of coolness you cultivated in winter may gently breeze in? Neurologically, the exhale induces the brain to relax and feel calm.

I invite you to consider finding spaces where you can allow your breath to exhale. How might you channel the winter of the breath to serve you in summer?

Let’s engage in a 1-minute practice of honoring the internal fire and welcome a cool breeze.

1. Locate the breath: say, “Hello breath. Thank you for respirating today.”

2. Create a comfortable breeze: Tune into the coolness of the exhale.

3. Discover the coolness within: Focusing on the exhale creates a lowered body temperature.

4. Carry your awareness: Maintain an awareness of coolness.

Repeat steps one through four.

By Dr. Dan Ritchie FunctionalAgingInstitute.com

Train Your Mature Clients Towards Their Dreams

At Functional Aging Institute (FAI), we are focused on one big thing: training to make a difference in clients’ lives! When clients say they are now doing things they haven’t done in years or never even dreamed possible, you know you are changing lives!

We talk specifically about helping clients with their need to do, like to do, and want to do tasks in life. Let’s be honest, the need to do stuff like chores, grocery shopping, basic activities of living, etc. is not really all that exciting. But the like to do and want to do and even dream to do stuff is where quality of life can really be measured.

For example, I still remember well when JoAnn (pictured) came to us, and she had her share of physical challenges. She had had heart bypass surgery, two knee replacements, spinal fusions and her biggest challenge — Parkinson’s disease. Like many of us, JoAnn still had dreams, but at 80 her mobility had become a problem. She was afraid her dream of visiting the Galapagos Islands might be slipping away. In fact, she had some serious doubts after reviewing the trip literature.

While I had my concerns, I knew even if she didn’t go on the trip, we could dramatically change her quality of life. I asked two questions: what did the trip warn you to be prepared for and what exactly will you need to be physically prepared to do? JoAnn needed to do these four things:

 Climb in and out of a small Zodiac boat

 Navigate a beach that could be sloped, wet, sandy, rocky and uneven

 Walk at least a mile on somewhat uneven terrain

 Not be so fatigued that she became a burden to others, her husband especially

I didn’t feel like that was a terribly difficult list, and I asked her if she was willing to train 3-4 times per week with us and do what we recommend. I remember saying, “I think your dream is still within your grasp, but it will take some effort. Are you willing to give it everything you’ve got?” JoAnn replied, “If you think there is a chance, then I will give it my all.”

You can see from the pictures Joann made that trip of a lifetime. Additionally, she went on to train with us until she was 87 years old! Seven years as a client!

You see, sometimes we get too caught up in the “fitness” and “equipment,” and we need to simply listen to what our clients want to do and dream to do and then prepare (train) them to go do it.

So here are a couple tips to help you train your clients for their real-life goals.

1. Interview your clients to find out their desires, needs and dreams for their next several years.

2. Design your training sessions with exercises focused on specific activities they want to perform — golf, tennis, pickleball, playing with grandkids, tag, kickball, wiffle-ball, hide and seek, etc.

3. Inspire your clients with real client success stories of adventures and family events, such as caving in Son Doong or dancing at a granddaughter’s wedding.

4. Believe that clients at any age can do amazing adventurous things in life!

Your current clients and your next potential client have no idea what life may call them to in the future. My grandmother Winnie was called to teach English as a second language in Pakistan when she was 80, and guess what? She was physically able and ready to go. Your clients have many more opportunities still ahead. Be sure you are preparing them for everything life may call them to do.

Dr. Dan Ritchie is the president and co-founder of the Functional Aging Institute. Dan also owns and operates Miracles Fitness in West Lafayette, Indiana, where they have trained over 2,500 clients since 2007. Dan was the 2014 PFP Trainer of the Year and is a sought-after expert and speaker at national and international events on topics like balance for older adults, fitness business development, the global aging phenomenon and functional aging training models. Learn more at www.functionalaginginstitute.com.

JoAnne on coast of Galapagos

Son Doong cave

ELEVATE YOUR ONLINE PRESENCE

By Pat Rigsby PatRigsby.com

Building relationships with online clients

Many trainers who have transitioned to online have found that the length of time clients stay is often shorter than that of offline clients. It makes sense.

Offline retention can be enhanced by things like training with friends, personal relationships being formed, having appointments where clients know someone is expecting them and the fact that training locally can often just be an easier habit to create.

So, how do you infuse some of what works with offline clients into your online business to maximize retention? Here are a few ideas:

Set Appointments — We all do better with specifics, so by having your clients schedule appointments for their training sessions, even if they’re unsupervised, they’ll be more likely to do them. And the more specific, the better. If you have the client specify where they’ll train, what equipment they’ll need and any other relevant detail that can be included, they’ll be more likely to perform the session, and actually using the program is a big step toward retaining clients longer.

Make It Personal — A common mistake I see trainers make is that they try to strip away everything that’s personal about personal training from their online programs. They want to give someone a program and some videos and call it “personal training,” but there isn’t anything that feels personal. If you add a simple, weekly video call for 15 minutes, you can infuse a personal connection and let people know that you care about them. Additionally, this will serve as more accountability and get clients to be more compliant with the program, so it’s a win on multiple fronts.

Add Accountability — One of the best things I’ve done with my business coaching clients, who are basically all online clients, is to add a layer of accountability coaching. We work together to identify what the client’s weekly action items will be to move them toward their goals and then we use text, group video coaching sessions and online coaching that is asynchronous with tools like Facebook groups, Naamly or Voxer throughout the week to support them. At the end of the week, there’s a review to celebrate wins and identify areas to learn from. You could easily do the same.

In summary, if you want to keep online clients longer, you need to build stronger connections and make sure you’re facilitating their progress. These short tips will help you do just that.

REAL TALK: LESSONS BEHIND SUCCESS

By Trina Gray TeamRockstarFit.com

When clients win, we win

We celebrate our kids pretty well. As a mom of a recent high school graduate, I attended athletic, academic and scholarship banquets, grad parties and even a senior sunrise breakfast celebration. We recognize our kids’ accomplishments and shine a light on their effort behind the scenes to achieve it.

From early morning practices, to late night homework sessions, from community involvement to school clubs, our kids have their hands full. It’s our hope that they feel valued, seen and inspired to keep setting goals. We work hard to provide them structure, positive reinforcement and even rewards.

Somewhere in adulthood, this behavior gets lost. The pressures of work, household bills, loans, relationships, travel, raising families and life become overwhelming. Add our own health and fitness to that mix and sometimes our days end up one jumbled to-do list. We stop holding ourselves accountable and people stop noticing our progress. Rewards come to a screeching halt.

As fitness professionals, we can positively influence our clients’ behaviors and recognize their achievements. The power of accountability never gets old, and neither do hard-earned rewards. At Bay Athletic Club in Alpena, Michigan, we have systematized recognition so clients keep winning. When our clients complete 20 workouts in their first two months, they earn a custom BAC t-shirt. When our clients complete 100 and 200 workouts in a calendar year, they earn personalized gifts — stadium chairs, sweatshirt blankets, lunch coolers, sweat towels, long-sleeved shirts, beach towels and more.

Clients love keeping track of their check-ins, they are less inclined to skip and are proud to earn a reward for a positive behavior. We take their picture and share it on a huge bulletin board inside the club as well as on our social.

During the summer months, when adherence can get shaky, we double down on rewards. In May, we host a “Check in Challenge” with prize drawings. The more they come, the more entries to win a basket of summer goods like SPF, water bottles and gas cards. In July, we host a “Fitness Doesn’t Take the Summer Off” promotion. Clients earn a custom tank top for completing a bingo card and attending 12 group exercise classes. We have done this for 10 years and have dozens of members who have earned every single tank. When clients win, we win. Systemize your rewards and recognition.

Pat Rigsby is one of the fitness industry's leading business coaches and the owner of PatRigsby.com. He has built over a dozen businesses in the fitness industry as a CEO and co-owner, ranging from two-award winning franchises to certification organizations and equipment companies. Now he focuses exclusively on helping fitness entrepreneurs build their ideal businesses.

Trina Gray is a leading entrepreneur in the fitness industry with 20 years of experience. She owns Bay Athletic Club, an award-winning medical based health club in Michigan. She helps women in fitness expand their income to reach more people, outside of sessions and classes. She’s a sought-after presenter and mentor, who has simplified her life. Connect with her at www.teamrockstarfit.com or on Instagram @trinagray.

Professional Development Through Continuing Education

Whether a new or seasoned fitness trainer, you may find yourself asking: “How can I move up in the fitness industry and increase my income?”

Continuing education is an ideal way to keep your practical skills honed as well as up-skill and even re-skill. You can use continuing education courses to improve your skills and enhance your performance which, in turn, will enhance your future.

When it comes to continuing education units (CEUs), many wait until the last minute and are left scrambling to find affordable and time-efficient courses to meet the CEU requirements of their certifying organization.

Most certifying organizations require a certain number of CEUs to renew a certification every two years. Generally, these certifying organizations require that at least one course be one of their courses. After that requirement has been reached, look toward broadening your horizons by exploring courses from other organizations.

Instead of viewing CEU requirement as an obligation, view it as an opportunity to expand your knowledge and skill-base. Rather than selecting movement-based courses, consider topics that will enhance your career and increase your salary.

Enhance your resume with courses that cover anatomy, biomechanics, program design, behavior change, nutrition and special populations. Focusing on specialization will help to establish your expertise.

FiTOUR® provides AFAA, ACE, and NASM approved specialization courses that are comprehensive and affordable. The following is a sampling of courses available through FiTOUR®. Visit www.fitour.com for a more comprehensive list.

 Myofascial Release: Obtain knowledge of self-myofascial releases using foam rollers and small balls as well as corrective exercise through PNF stretching and spiral-diagonal lines of movement.

 Suspension and/or Group Barbell: Learn a variety of exercises using a variety of equipment.

 Core & Functional: Learn how the improve the strength and endurance of the core muscles and methods to systematically progress clients to their highest level of function.

 Pilates Mat and/or Pilates Reformer: Learn the art of Contrology, designed by Joseph Pilates, with mat-work and the reformer.

 Nutrition: Learn tools to provide science-based healthy nutrition advice.

Lastly, when selecting courses that will enhance professional development, focus on topics that fuel your passion. When passionate about your work, your business will thrive.

Here are some strategies to put in place to avoid a last-minute scramble to gather needed CEUs:

 Set a schedule that will allows time to study courses

 Set a yearly budget for CEUs

 Choose courses that will enhance your career rather than selecting “easy” to complete courses

 Enroll in at least one or two specialty certifications every two years

 Make sure courses are approved for CEUs by your current certifying organization

 Keep an organized filing system of CEUs for easy access when it comes time to complete the renewal application

With over 30 years’ experience as a fitness pro, Dolly is certified through AFAA, ACE, NASM, IDEA and FiTOUR®. A FiTOUR® ProTrainer since 2002, she has authored numerous FiTOUR® certification courses. Dolly has presented at IDEA and was a PFP 2019 Trainer of Month. She owns StokesMethod Studio in Fairhope, AL.

By Kurt Weinreich Jr. KurtWeinreich.ISSACertifiedTrainer.com

Customized education for your clients

When pursuing continuing education, or even a specialty certification, fitness professionals will make the selection along a variety of factors including employment requirements, current trends and personal interests. It can also be very beneficial to evaluate your serious clients on a personal level to customize this selection process specifically for them. This will show that you are genuinely interested in their goals and exhibiting true personal attention to their success.

Every fitness professional will have their own demographics in their facility, but the following are some educational areas that seem to be expanding the usual certification channels while remaining in the scope of practice.

Medical Fitness Specializations. Not to replace professional recommendations, these new certifications allow the trainer to have the knowledge to communicate and work in tandem with the client’s medical care provider, especially since a healthy fitness program is usually recommended. Diabetes, cardiovascular disease, chronic fatigue and blood pressure specializations are just a few that have specific parameters for the trainer to be educated in for their clients.

Nutritional Coaching. These specializations allow the fitness professional to take their nutritional programs beyond calorie counting and menus. Becoming certified in areas such as fitness cooking, weight loss coaching, metabolic testing and even ergogenic sports nutrition are all areas that now have credentialing available while staying outside the medical practices of registered dietitians.

Wellness Coaching. Wellness is a broad stroke of a multitude of areas needed to create a complete lifestyle change for your clients. The current research has created specific specializations in the areas such as mindset performance, goal planning assessments, assisted stretching, percussion gun application, motivational interviewing, mindset performance and even certifications in sleep programming. Adding these tools to the fitness professional’s repertoire allows for a truly complete program that will affect the client even outside the gym.

As with all specializations, research the industry credibility when selecting a customized certification. Be careful to stay within the scope of practice, even when marketing. The fitness professional will benefit greatly from these customized credentials, especially when communicating with professionals in that particular field. This will gain not only trust, but also referrals, allowing for another avenue in which to stand out as true provider in the field.

Kurt Weinreich has over 23 years of experience in the fitness industry as a trainer, educator and fitness manager. Kurt continues to train full-time in Colorado while developing fitness professionals through consulting, lectures and internship programs to assist with skillsets in coaching, marketing, education, and business.

CAREER ACCELERATOR

By Brandi Binkley GetPhysioFit.com

Leading customer engagement with empathy

How do we value customer relationships? We often think of customer relationships as the thing we do to connect with our customers such as sending newsletters, thank you cards, issuing challenges and other forms of communications. These are all good things, however the intention often driven by business metrics rather than radical hospitality and exceptional love. In the fitness industry, most strive to create lasting relationships and provide more for our clients than just movement. We are more transformational than transactional and that should change everything around how we approach our clients.

Whether you are a solopreneur or own a brick and mortar, understanding your CLV (customer lifetime value) is paramount to your business. We measure CLV by measuring the total income expected from a typical client for as long as that person remains a client. This is measured across all lines of sales the client utilizes. Raw data is important to drive business; however, it is critical that we don’t allow the data to be the only thing that dictates our customer relationship behaviors. When data dictation becomes our driver we completely lose focus on the people and the opportunities in front of us to help them. Here are a few key metrics which can mirror data as a reminder to the REAL impact the business has:

 Correlating the hours of revenue to hours of opportunity in meeting needs and encourage clients. Ex: 100 hours trained this month is 100 times the opportunity to motivate and inspire someone. 100 times you have had the opportunity to genuinely ask how they are doing… and listen.

 Reframing the referral to an action of trust. When someone refers a friend or family member to you, it’s not because you’re so smart… it’s most likely because they trust you. That’s a big deal! The duplicative nature of trust can make your business unstoppable.

 Integrity seeks customer success over sales. If you notice high turnover in your business, chances are there is an integrity gap somewhere.

There’s a saying: Lifetime value for lifetime good, which means pouring into customers in a way that makes them feel valued and the cycle of business grows. This mindset allows you to move from provider to teammate and that’s where we want to be! As their teammate we are able to serve them longer increasing the CRV and creating a compound effect of good!

Brandi Binkley has been an Exercise Physiologist for 19 years. Her first company PhysioFit has been called the Gold Standard for its interdisciplinary approach to technology and the clinical space. She has served as a consultant to the Department of Defense, Alpha Warrior, Technogym, and multiple healthcare companies. Brandi also spends her time serving on the board for End Slavery TN, Tennessee State NSCA Advisory, C12, and The Todd Durkin Mastermind.

ASK THE EXPERTS: PHYSICAL THERAPY

By Dr. Meredith Butulis MeredithButulis.com

of a 3-step cueing strategy to accelerate your post-rehab clients’ movement performance.

What is cueing & why is it so important?

A cue is a small amount of information to help clients perform a movement efficiently and effectively. When re-learning movement patterns post-injury, ligament, joint, fascia, tendon, muscle and nerve damage have impaired the client’s zone-of-optimal-movement internal senses. They no longer sense what is efficient versus inefficient. They may or may not sense compensations. Many misjudge their safety boundaries. Post-rehab clients remember how their bodies worked before, but they lack an effective sensorimotor plan for their current post-injury selves.

For example, a client post-ankle sprain may try to stand on a BOSU just a few weeks following injury. The client knows that the BOSU is unstable, and unstable surfaces are balance training tools. The client steps down quickly with surprise when motor memory doesn’t kick in. The client may make multiple attempts, quickly becoming frustrated and confused.

BRIDGE THE POST-REHAB GAP

Build your cueing strategy

By Dr. Meredith Butulis

Welcome back! In part 1, we learned program design to re-build tissue tolerance. In part 2, we explored ways to expand the movement safety zone. Now, in part 3, we begin another 3-part journey into the art of cueing.

When you coach movement, do you ever wonder why some clients just “get it,” and others struggle? Yet, another coach can say the same words and get a different movement result. The difference hides in how the coach’s cues resonate with the client. There are plenty of in-depth research articles on the science of cueing. Cueing, however, doesn’t have to be so complicated! This article shares foundations and step 1

Fitness professionals can put client safety first and preempt such frustration by setting the environment for success, using micro-progressions, and matching cues to the client’s current phase of motor re-learning. Since cueing is such an abstract concept, let’s break the science and art of cueing into a concrete 3-step strategy.

Step 1: Inventory your cueing tools

Fitness professionals become cueing artists by selecting the right cueing tool for each client. The cueing strategy varies between movements. Cues can be classified as verbal, visual, tactile or environment set-up based. Cues activate specific parts of the brain to direct attention.

Verbal cues are spoken or written words. Verbal cues engage the brain’s frontal cortex. Frontal cortex-based cues rely on conscious attention. The coach’s word choice directs client focus internally or externally. Internal cues focus on the client’s own body parts, such as “squeeze your glutes.” External cues shift the mover’s attention from body parts to action-oriented performance or outcomes. External cues focus direction, distance, force and speed. Examples include, “jump like a rocket,” or “toss the ball into that circle.” While current research favors external cue superiority, most new post-rehab clients don’t have enough baseline information or accurate sensation within their novel

post-rehab bodies to use such cues effectively or efficiently. A cue like “jump over that line,” may lead to a post-op ACL client re-injuring, as opposed to improving motor learning.

Visual cues rely on what the client can see. Visual cues engage the brain’s occipital cortex, which requires less conscious explicit attention than verbal cueing. Common approaches include having the client watch his/her own performance in a mirror and video analysis.

Tactile cues rely on what the client can feel. Tactile cues engage the brain’s sensorimotor cortex, cerebellum, spinal cord, and basal ganglia, which shifts primary movement processing to the subconscious and reflexive levels. Common examples include a loop band just above the knees when squatting, challenging balance by standing on foam, or touching a specific muscle area to draw increased awareness. Post-rehab clients not only have deficits in high-level motor unit activation and coordination, but also in sensory integration. With most injuries, thousands of sensory receptors are destroyed. The peripheral nervous system can regenerate, and the brain has neuroplasticity to adapt to new information. Movement coaches, however, need to recognize that the sensory input is different than it was prior to injury. Changed input means changed output, and both need re-training.

Environment set-up cues rely on strategically placed props as a primary source to facilitate movement patterns. For example, a client re-learning the hip hinge component of a basic squat pattern may squat to touch his/her hips to a chair. Environment sets-ups are like saying “a picture is worth 1,000 words.” In this case, the environment set replaces the 1,000 words. Setting the environment for success helps decrease the amount of verbal cueing needed, which allows the mover to waste less cognitive energy on words. The attention shift accelerates motor re-learning speed, client autonomy and client motivation.

One cueing type is not superior to the others. The best cue is the one that the client can embody to increase movement efficiency without compromising safety. So many cueing options can create coaching confusion on which cues to prioritize. Luckily, Fitts and Posner’s Stages of Motor Learning offers an easy way to categorize cue content and timing.

Next steps

Before we delve into assessing a client’s motor re-learning stage, use this month to develop your cueing preference awareness. As you practice coaching movement, take note of your natural cueing tendencies. Challenge yourself to try cue types beyond your natural tendencies. See what you discover. Then, join us in the next issue of Personal Fitness Professional (PFP) for “Build Your Post-Rehab Cueing Strategy Part 2 of 3.”

Dr. Meredith Butulis, DPT, OCS, CEP, CSCS, CPT, PES, CES, BCS, Pilates-certified, Yoga-certified, has been working in the fitness and rehabilitation fi elds since 1998. She is the creator of the Fitness Comeback Coaching Certification, author of the Mobility | Stability Equation series, Host of the “Fitness Comeback Coaching Podcast,” and Assistant Professor the State College of Florida. She shares her background to help us reflect on our professional fitness practices from new perspectives that can help us all grow together in the industry. Instagram: @Dr.MeredithButulis.

By Becca Tebon BeccaTebon.com

KEEPING OUR CLIENTS STRONG — AND INJURY-FREE — AS THEY AGE

Tips on helping them exercise safely and effectively as they enter their 30s, 40s, 50s and beyond

By Becca Tebon

Exercising safely and effectively is important at any age, but it becomes even more crucial as your clients enter their 30s, 40s, 50s and beyond.

Not only will staying active and adapting their physical activity improve mental health and physical health, but it will also cut down on their risk of developing life-threatening illnesses or having a fall that results in injury, a potential life-altering experience. Additionally, we should all actively be working to improve posture and flexibility — two components most trainers don’t pay a lot of attention to and most people don’t consider until there is a problem.

By doing so, we can develop and maintain good movement patterns and also avoid musculoskeletal injuries. Regardless of their age, it’s essential to train them to listen to their bodies, guide them to various ways to stay hydrated (I recommend adding essential minerals to water for improved hydration and mineral intake) and wear appropriate gear and footwear for specific activities.

Additionally, shift their focus to fat loss and muscle retention versus solely focusing on weight loss and what the number is on the scale, regardless of age. Here’s why:

1. Body composition: The overall composition of their body is more important than just the number on the scale. Losing weight doesn’t necessarily mean you’re losing fat. It could also mean losing muscle mass, which is not desirable. By focusing on fat loss and muscle retention, your aim is to improve their body composition by reducing body fat while preserving or even increasing lean muscle mass.

2. Metabolism: Muscle is metabolically active tissue, meaning it burns calories even at rest. By retaining or building muscle, you can increase their basal metabolic rate (BMR), which is the number of calories their body needs to maintain basic functions. A higher BMR can make it easier to maintain a healthy weight in the long-term.

3. Health benefits: Losing excess body fat has numerous health benefits, including reduced risk of chronic diseases such as heart disease, diabetes and certain

cancers. Additionally, maintaining muscle mass is important for overall strength, mobility and functional independence as they age.

4. Aesthetics: Building and maintaining muscle can help them achieve a more toned and defined physique. It can enhance body shape and give a leaner appearance, even if the number on the scale doesn’t change significantly.

HOW TO EXERCISE IN YOUR 30S

 Add mobility work: If they were active throughout their 20s, they might have scoffed at the idea of a rest day or taking the time to stretch properly after a workout class. As they enter their 30s, however, they may start to notice more intense soreness and a longer recovery time post-workout. This is normal, but I also suggest working on their mobility.

 Build in strength training

 Keep up the cardio

HOW TO EXERCISE IN YOUR 40S

Many in their 40s start to shift to more of a

sedentary lifestyle. This can present challenges for your client’s body, such as tight muscle groups that cause pain points on the body, limiting movements. Women in their 40s typically notice a dramatic decrease in muscle mass due to the rapidly declining production of testosterone and human growth hormones (HGH). To combat this, alternate one to three days of low-impact exercise like yoga, hiking and walking with one to three days of strength and muscle-building exercises, like pilates, TRX, kettlebells and weightlifting/resistance training.

 Squeeze in ‘idle’ workouts: For most people, their 40s are characterized by being extremely busy, trying to juggle child care, work demands, caring for aging parents and overall feeling pretty limited with personal time. These years may be full of memories and progress, but they could also leave little time for a trip to the gym.

 Make the warm-up dynamic: 40s are typically where joint health, functionality and cardiovascular conditioning need to take a head seat at the table.

 Mix in low-impact workouts

HOW TO EXERCISE IN YOUR 50S

During this phase, it’s important to train your clients to:

 Start slowly and easy if they’ve been inactive: A typical issue is bone mass and density loss over time, which leaves bodies more susceptible to potential injury. So if your client hasn’t been staying active and wants to start working out more regularly, it’s essential to start slowly. For example, I recommend beginning with water aerobics and working your way up to hillwalking as their muscles start to strengthen. Women older than 50 may need more time to recover from injuries. Be sure to schedule a rest day or two in-between workouts.

 Give feedback, listen to their bodies and continue to strength train

HOW TO EXERCISE IN YOUR 60S AND BEYOND

 Move it or lose it: The goal, simply, is to keep moving, no matter what. The more sedentary they are, the more their muscles, joints and other body parts start to freeze up, flare up and become stiff and brittle.

 Consistent baby steps prevail over perfection: Incorporate pressing, pulling, planks, rotation, squats and split stance movements (like lunges) in your sessions. As well, I also like giving clients sequential movements to keep them “thinking” during their workout. Using the mind x body connection is surrounded by massive science to slow down brain deterioration, such as dementia.

 Work on balance, symmetry, flexibility and coordination: Physical activity should be a consistent, ongoing part of exercise routines, no matter if your clients are 25, 35, 45 or 75. However, your exercise routine and their fitness priorities should adapt allowing healthy vitality and longevity, as your client’s body and physical needs change.

Becca Tebon developed a three-band system used today called powHERbands™️, has launched the “Woman Band Together” movement, has been featured in magazines, podcasts — and many fitness trainers now use her system. She can be reached at Becca@BeccaTebon.com, via Instagram @BeccaTebonfit or visit www.BeccaTebon.com.

THE 40 s ARE TYPICALLY WHERE JOINT HEALTH, FUNCTIONALITY AND CARDIOVASCULAR CONDITIONING NEED TO TAKE A HEAD SEAT AT THE TABLE.

By Jim Romanga Merge-Perfromance.com

BUILDING CLIENT RELATIONS OUTSIDE THE GYM

5 ideas to help extend your role of personal trainer beyond sessions | By

As personal trainers, our clients only spend about two to five hours a week with us and yet we are relied upon heavily for our expertise — and with that, an expectation to deliver results. Those training hours equate to roughly 2% of their entire week. You may be America’s top trainer but that’s still a pretty tall order to deliver results with so little contact time.

But what about outside of the gym? What can we do to extend our role of trainer beyond the personal training sessions? Arguably one of the most important parts of our job is to consult with and educate our clients so that when they are apart from us, they make wise choices, live a healthy lifestyle and progress towards their goal.

One effective way to impact the lives of your clients that has nothing to do with nutrition and exercise is simply to support them and show them you genuinely care about their lives outside of the gym. If you can be the supportive influence in the gym for just a few hours a week, imagine the impact you could have on them during all those hours away from the gym.

There are a lot of ways to build relationships with your clients or strengthen the ones that you already have without being too intrusive. Now, these suggestions could be perceived as ulterior motives to

Jim Romanga

build your business, but I’ll give you the benefit of the doubt. I trust that as a personal trainer you are genuinely interested in helping people achieve their goals — and with that, you’re equally as interested in them as people, not just a commodity.

If you can engage in the following suggestions genuinely, it will not only help clients progress toward their goals, but it can build lifelong friendships outside of your business.

1. Show interest in their interests. Shared interests are a great way to build the client-trainer relationship. I have a client that likes to read, and I too enjoy reading so we give each other book updates, exchange books and have general literary discussions while training. Other commonalities could be music, travel, hunting or what they are binge watching. Sprinkling in conversation along with the training can make the workout fun, quick and show them a more human side to their trainer.

2. Send random supportive messages. Some of us remember training before there were cell phones, and many don’t know the world without them. But regardless of our experience with them, we can agree that they are a useful tool for communication. Shooting clients random supportive text messages goes a long way in building

trust and rapport. I have a client whose house was recently affected by floodwaters. It took a minute to shoot a quick text to see how things were going, and even offered my services to come and help move things out of the basement or fill sandbags. It doesn’t take a lot to check in on the day of an interview, a birthday or any other reason you feel they might just like to hear from you.

3. Support them in their endeavors or activities. Chances are you have helped someone prepare for a sport season, road race or any number of adventures that required dedication and hours of commitment. You can continue your support by showing up. Aside from their practices or event-specific training, you likely have logged the most hours with them on their journey. Because of that bond they will look to you on the day of the event for any final tips or just some words of encouragement. Your presence means more than you can imagine. And don’t you want to see it through? Go cheer them on.

4. Show interest in their personal lives. Over the years I’ve been to quite a few weddings, graduations and other milestone events of clients or their family members. Attending these events shows the client that you see them as more than a business relation. You are genuinely interested in their life and want to share their celebrations by not only supporting them but showing support for other members of their family or their other friends. As trainers we learn a lot about our clients and particularly their families. In many cases we even start to feel like family.

5. Support their business. By choosing you as their trainer, they are choosing to do business with you, and if possible, you should do the same. You are supporting them in their fitness pursuits, so why not take it one step further and support them in whatever it is they do for a living. I have a client in the apparel business, so when I need apparel or promotional items, I don’t even shop around. I go directly to his business. He supports me, I support him. This approach also makes it a little easier when you are contacted by solicitors; “thank you for calling but I have a client in the xyz business, so I am taken care of, thank you.”

If you engage in these suggestions and it comes from a place of authenticity, you will build strong bonds with your clients that are bigger than business relations, and what you might find is your clients will likely do the same for you. They will come to challenge you, show support and become interested in other aspects of your life, far beyond the walls of the gym.

Jim Romagna has nearly 30 years of experience in the fitness/wellness/strength and conditioning field. He is a Certified Strength and Conditioning Specialist and Certified Personal Trainer through the NSCA. Additionally, Jim is the Department Chair of the Health, Wellness and Sport Department at the University of Dubuque where he has also taught for the past 15 years. In 2016 Jim launched MERGE Performance Institute (MPI), which is built on four pillars: fitness, performance, sports medicine and education. Jim has a master’s in physical education and a doctorate in educational leadership. Follow on Instagram @jimromagna or email jimromagna@msn.com.

By Ben Ludwig www.linkedin.com/in/ben-ludwig-a57ab169/

THE FUTURE IS NOW

How to develop the next generation of fitness professionals | By Ben Ludwig

When you think about managing performance of your team members, I am sure, like myself, you tend to think of two areas: revenue and experience. We must have revenue to create the best experience, yet we need a great experience to generate great revenue.

So in this conundrum of the fitness industry, how do I manage my fitness staff?

Do I incentivize class attendance? Do I pay by percentage? Do I give bonuses based on certain behaviors that drive results? Do I get a new app that lets members give feedback and manage based on that?

So many questions, yet none of these options are the end-all, be-all solution. The reason these questions seem valid, yet aren’t good answers, is because first, we must understand the staff we are managing.

So before we dig into specifics of how to manage your staff, let’s take a look at who they are:

Trainers get into fitness for passion. As I think back to the hundreds of interviews I have done with trainers over the years, the overwhelming majority of responses when asked why prospects want to work in fitness is because they “want to help people,” they

“want to change lives,” they “want to help people be their best.” So if we know that this is the goal, we need to align our management style with how we can help them do this. To earn the respect of your staff, always remember and tie into your motivation and vision to how you are working to help enable them to make a difference.

Trainers want to grow in knowledge of getting results.

A second thing to consider is trainers want to be skilled in their craft. Even trainers that don’t formally educate themselves follow loads of social media influencers and will add new workouts they find on Instagram into their own programming. Knowing this, the best thing you can do is find ways to keep upskilling your staff in the ways you want them to grow. One way or another they are going to be exposed to new evolving tactics, strategies and programming cycles. You need to ensure how your staff evolves is in the way you want them to.

Trainers love people, so treat them like one. The final point of understanding your fitness staff is to remember that they are a person first, and your staff member second. When you are giving feedback to your staff members, it’s always best to know what they have going on in their lives. Is one of their parents having surgery? Did they just get a new apartment? Are they looking for a new car? Simply asking a few questions about their lives can really relax the situation and allow the staff member to know that you care about them so they will be much more likely to take coaching from you without getting defensive.

So How Do I Manage Them? Make it about behavior, not just result.

The biggest mistake most owners and managers make with fitness staff is they look at the numbers only. As long as the gym is selling memberships, or the trainers are getting client results, it doesn’t matter how it’s getting done. The problem with this thought process is a client can lose weight short-term without keeping it off long-term on the wrong program. A manager can

sell a lot of memberships by telling clients whatever they want to hear. So when you give feedback, don’t make it only about the result. Make it about the process. If you are asking a trainer to run a class a certain way, have a checklist that you can use to audit the class and give direct feedback on how they did. If a manager sold a membership don’t just high five them for making a sale. Do they know the client’s goals? Did they ask for referrals? If they followed a process that you have in place, then they’ve earned the high five.

Normalize feedback.

When you begin the relationship with a new staff member, you need to have a very indepth onboarding process where the trainer can demonstrate skills, explain movements, offer programming and whatever else you would require them to do. Why do we have fitness team members answer questions about their work history and not show us exactly what they’re going to do on the job? Within the interview process and during onboarding, you need to provide feedback every step of the way to allow the staff member to get used to getting feedback from day one. Once you have staff members fully onboarded, monthly or quarterly check-ins aren’t enough. Every time you spend a moment with a staff member is an opportunity to coach them.

Freedom within a framework.

One of the most important things to remember is that fitness staff have personalities. We have all seen trainers that are all hype and shallow content, while simultaneously, seen trainers that are all content yet have the cadence of a documentary putting you to sleep at 1am. So how do you find the balance of giving both types of trainers and all types in between feedback? This is where freedom within a framework is the best solution.

Touchpoints: how engaged do you expect the trainer to be with clients? What does a touchpoint look like and sound like? How many touchpoints do you expect the trainer to give during sessions.

Form correction: What does form correction need to look like and sound like? The careful balance here is finding ways to en-

courage the members while still challenging them. Having best practices of how to explain and correct most basic movements is great, but remember, your customers are paying for every second they spend with your fitness staff, so getting the most out of their sessions is important. How to effectively and efficiently explain muscle groups, movements, contractions and focuses can be very wordy, and not all trainers are great at this. Training and teaching are often two very different things, and so as the leader within your organization, it is your responsibility to help your team do it at the highest level.

Client experience: Class experience is such a mystical topic because so many clients have different expectations. The key to managing client experience is to remember that people vote with their presence and with their dollars. When reviewing client profiles or notes with your team members, be sure to give feedback on how they should generally handle clients, as well as help them understand the nuances of individualizing client care. Every client will have different goals, different needs, different likes and dislikes, but ultimately, we are here not as a customer service representative of fitness, we are fitness professionals.

Our clients need us to help them achieve their goals and to keep them accountable to staying consistent. If we want to see the fitness industry thrive in helping humans live their best lives, it starts with how we develop the next generation of fitness professionals.

Ben Ludwig is a leadership, sales and strategy expert. He has led global trainings on fitness sales, marketing and operations for fitness business owners in 60+ countries, has had a hand in creating sales trainings for global fitness brands and currently acts as the Chief Operating Officer of Traction Group LLC, an F45 Training company which holds the highest AUV within the US, Serves as the Growth Pastor for CrosspointNow Network of Churches across Kansas, as well as consults fitness business owners globally. He also contributes regularly to multiple fitness business magazines on broad topics. Ben also volunteers his time serving on multiple Boards and is open to contributing his time and expertise in causes he feels align with his values.

By James Patrick JamesPatrickPhotography.com

THE DEATH OF COMMODITIZATION

Why personalization is the key to client retention |

By James Patrick

You may have noticed that competition is a bit fiercer, that consumers have more choices than even before to solve their problems. The era of transactional relationships has come to a screeching halt as businesses are beginning to realize that clients are rightfully demanding more from their service providers.

The commoditization of our work is quickly fading away and thus making room for a new paradigm of client relationships which is focused on personalization over replication. It is these personal experiences which are the driving force behind successful client retention strategies.

The Rise and Fall of Commoditization

For years, businesses thrived on standardization, offering mass-produced products and

services to a broad customer base. However, as technology advanced and the market became more saturated, clients began seeking unique experiences that resonated with their specific needs and preferences. The homogeneity of commoditized offerings no longer appealed to discerning consumers, leading to a shift in expectations and demands. Our economy shifted from the search for universals to the celebration of variables.

Understanding the Power of Personalization

Personalization encompasses tailoring products, services and interactions to individual preferences. Entrepreneurs can gain valuable insights into client behaviors, preferences, and pain points, allowing them to provide customized solutions. This level of personal-

ization demonstrates a deep understanding of clients’ needs, creating a sense of relevance and connection.

Emotional Connections

In this new era of personalization, clients seek more than just functional benefits. They crave emotional connections with the brands they choose to engage with. By personalizing interactions, businesses can create experiences that evoke positive emotions, fostering a stronger bond with clients. When clients feel understood, valued and appreciated, they are more likely to develop loyalty and become advocates for the brand.

Personalization as a Competitive Advantage

As commoditization loses its appeal, busi-

nesses that embrace personalization gain a competitive edge. By offering tailored solutions, businesses can differentiate themselves from their competitors, attracting clients who seek unique experiences. Personalization also allows for the creation of niche markets and micro-segmentation, enabling businesses to serve specialized needs and capture specific client demographics.

The Role of Technology in Personalization Technology plays a pivotal role in driving personalization at scale. Advanced customer relationship management (CRM) systems, machine learning algorithms and artificial intelligence (AI) enable businesses to collect, analyze and utilize vast amounts of customer data effectively. This technology empowers businesses to automate

personalized interactions, recommend relevant products and services, and deliver targeted marketing campaigns, enhancing the overall client experience.

Strategies for Implementing Personalization

To effectively implement personalization, businesses should focus on a few key strategies. This includes investing in data analytics capabilities, employing customer segmentation, embracing automation tools and fostering a customer-centric culture within the organization. Furthermore, businesses should prioritize ongoing communication and feedback loops with clients to continually refine and improve their personalization efforts.

The death of commoditization is becoming increasingly evident. Businesses must recog-

nize that personalization is no longer a luxury but a necessity for successful client retention. By understanding clients on an individual level, forging emotional connections, and leveraging technology, businesses can deliver tailored experiences that keep clients engaged, satisfied, and loyal. Embracing personalization is the key to unlocking the future of client retention and sustained business growth.

James Patrick is an internationally published photographer with more than 600 magazine covers to his credit, a best-selling author, podcast host and marketing strategist. He works with professionals to help them increase their awareness leveraging the power of earned media to ultimately grow their revenue. His work can be seen at jamespatrick.com/ coaching/ or instagram.com/jpatrickphoto/.

FURTHERMORE, BUSINESSES SHOULD PRIORITIZE ONGOING COMMUNICATION AND FEEDBACK LOOPS WITH CLIENTS TO CONTINUALLY REFINE AND IMPROVE THEIR PERSONALIZATION EFFORTS.

By Jordon Hvizd

MINDING THE HEALTH GAPS

Consider the 4 exercise readiness indicators and adjust workouts accordingly

By Jordon Hvizd

As a fitness professional, you have the ability to play a critical role in extending healthcare and closing the gap for clients. Chronic diseases and health concerns can be debilitating. Genetics have a strong influence, but it’s not a surprise that much of the risk for developing some chronic diseases include sedentary lifestyle, cigarette smoking, unhealthy eating habits and alcohol.

The most common chronic diseases according to the Centers for Disease Control and Prevention (CDC) are heart disease and stroke, cancer and diabetes. Let’s not forget about arthritis, mental health conditions like anxiety and depression, osteoporosis, cerebral palsy and multiple sclerosis to name a few others that prevent people from daily movement. For example, past surgeries and chronic pain can impact mechanical mobility and balance. In addition to the more obvious risks of hypoglycemia, advanced stages of diabetes can be accompanied by muscle wasting, sensory loss causing weakness, poor balance and challenges with proprioception. Not only will exercise have a positive im-

pact on weight management, but the correct programming can improve mobility, strength, balance, flexibility and overall quality of life with or without chronic disease. Despite knowing all of the benefits of exercise, less than 10% of adults are meeting the objective physical activity guideline recommendations.

What Is the Gap?

Research supporting the benefits of exercise is boundless and likely why we are seeing surges in fitness apps, wearables, and why employee benefits often include gym memberships. We have apps and wearables that help track our activity levels, fitness goals and metrics. Health records are available at our fingertips. Despite the accessibility this creates, memberships remain unused and less than 5% of patients are working with fitness professionals. Technologies alone have not demonstrated noticeable positive changes on health outcomes, particularly with chronic diseases.

Accessibility and affordability of credible fitness professionals can be limiting. Credibility of our profession may also be

to blame for why there is low engagement between healthcare professionals and fitness professionals. Some trainers have completed Master’s degrees in the field whereas others may have completed weekend certifications or have no certification at all and still market themselves on social media as trainers or fitness coaches. Establishing colleges for professional regulation takes time. Our aging population doesn’t have the time to wait. Fitness remains outside the circle of care, and it is time for all of this to change.

Where Is the Bridge?

Organizations like Exercise is Medicine and Trainer+ are exemplary in making ground on bridging these health gaps. Exercise is Medicine is an international health initiative supported by the American College of Sports Medicine (ACSM) that encourages and supports healthcare professionals to integrate evidence-based exercise into not only prevention but also treatment plans for patients. Trainer+ is an online platform helping fitness professionals like yourself create, share and analyze fitness programs for

clients. The CEO, Nick Corneil, has goals for Trainer+ to become the first electronic fitness record that is integrated into the circle of care as a key component of the healthcare model. In this shift, the multidisciplinary care and accessibility to credible fitness professionals can empower patients to achieve their fitness and health goals.

Exercise Readiness

Some people know exactly what they need to do, where others may feel like they are walking into an unfamiliar world. Showing up or reaching out to you for help may have been the first massive hurdle for your client. Medical histories and information in your Physical Activity Readiness Questionnaire (PAR-Q) can give many clues for your exercise programming. But we cannot stop after the initial medical clearance and intake PAR-Qs. Do you know if your client is ready to exercise today? Sure they have shown up and are looking the part in their new workout gear with water bottle in tow. But every day brings new hurdles.

When you think about readiness to

exercise, what may come to mind is rest, nourishment, hydration status, and if you are geared up, wearing appropriate apparel or footwear. While research has shown readiness factors are much more than just that. A study dug deeper into exercise readiness and found there are 4 components of readiness — vitality, physical fatigue, discomfort and health. Although more research is needed to translate these into effective practice changes. Consider looking at these readiness indicators a little closer before you work with your clients and allow yourself to make final adjustments to their workout accordingly.

1. Vitality: energy level, mood.

2. Physical fatigue: mental or physical fatigue, hydration status.

3. Discomfort: pain, illness, injury status, medical condition symptoms.

4. Health: perceptions of health and fitness.

A better understanding of your clients’ daily readiness can allow for a better prescription of appropriate exercise for your client that day, and reduce negative experiences with

exercise. Moving away from extrinsic motivation towards intrinsic motivations can lead to more sustainable behavior changes. Tracking body composition changes, readiness indicators and effectively reaching health goals may not only engage and sustain client success, but may be the ticket to close the gap. By recording objective measures of efficacy and improved health outcomes, you can contribute to the movement and support the need to bring fitness professionals into the circle of care and bridge the gap in healthcare.

As a medical professional (Physician Assistant) and certified fitness professional (OFC-CPT), Jordon has a unique lens that sees the whole patient with first-hand experience of the impacts of exercise for chronic disease management. She dreams of a more collaborative healthcare model that fully integrates fitness as a key stakeholder in disease treatment and prevention. She blends creativity and the ability to think outside the box with her passions for health and wellness designing individualized training programs and writing opportunities. Connect with her on LinkedIn or on social @JordonHvizd.

A BETTER UNDERSTANDING OF YOUR CLIENTS’ DAILY READINESS CAN ALLOW FOR A BETTER PRESCRIPTION OF APPROPRIATE EXERCISE FOR YOUR CLIENT THAT DAY, AND REDUCE NEGATIVE EXPERIENCES WITH EXERCISE.

By Sara Frenza SaraFrenzaFitness.com

FULL-CIRCLE NUTRITION

Introducing periodization for client longevity | By

Are you burning out as a result of client turnover? Reduce the stress and overhead of acquiring new leads — and keep current clients on the roster long-term by helping them see results year-round, with lifestyle integration. Talk about a win-win.

It’s time for a new approach to fostering client longevity: nutritional periodization. This simply means, with every active fat loss phase must come a recovery phase, a build phase and a habit-creating phase. These

other phases besides fat loss are often-overlooked elements of weight loss, especially for those on a mission to lean down within a particular timeframe. Too often, we don’t take the time to let our bodies recover from a fat loss phase, and we let it go on too long. This causes burnout, frustration, and — at worst — gaining all the weight back and eventually having to start from square one again.

By implementing nutritional periodization, you can not only help your clients

Sara Frenza

achieve their desired results for the long haul but also create extremely happy long-term clients who will continue to see progress and growth with your guidance. So, how does this approach work? Let’s look at how it can be applied specifically to the goal of fat loss and improved aesthetics.

Achieving Homeostasis

When aiming to achieve fat loss, it’s important to keep in mind that there must be a recovery

phase to restore proper hormonal function and bring the body back to homeostasis. This is where nutritional periodization comes in. By categorizing dietary pursuits into seasons — in season, post-season, off-season and pre-season — clients can achieve their goals while still allowing for proper recovery and restoration of homeostasis.

All too often, I see clients hire a coach to help them reach their goals, but then immediately end the positive relationship once they’ve reached their goals. But with nutritional periodization, you can not only help your client achieve their goals but sustain their results. So, let’s review what each season would look like with your clients so that you can create long-term plans and clients.

In-Season

During the in-season, clients will be in the active pursuit of change and focused on achieving their fat loss goals. Goals may be: prepping for a photoshoot, wanting to be confident and look smashing in a swimsuit, fitting into a wedding dress, or just simply wanting to appear and feel their best.

Pursuit of fat loss will require a caloric deficit with an adequate amount of protein. Performance output is not an emphasis in this phase; maintaining lean muscle will be the only goal. Biofeedback markers like sleep, digestion, energy levels, libido, mood, hunger and recovery decline during this phase as stress on the body is high. The in-season is complete once the client has reached their goal date — the wedding day, vacation or photoshoot, for instance.

Post-Season

Your client’s in-season phase should always be followed by a post-season phase, during which your client will actively and adequately recover from the demands of the previous season. If you fail to encourage your client to go into a post-season and instead continue to push an in-season lifestyle, this is bound to become a major stressor on the body. So, instead, the client must be focused on recovery and enabling a return to homeostatic balance.

As humans we have a natural set point and any navigations from that set point will yield adaptations. Adaptations are a normal part of the process, as they allow your client to become “adapted” — this will hinder any future

be consuming more fuel to build lean muscle mass, with a target to improve on metabolic capacity and find balance between fitness and life. This is where the client learns to bridge the gap between diet and life. They’ll improve metabolic capacity by gaining more lean muscle during this phase, so that they can enjoy eating even more calories when they go back into the in-season phase.

Pre-Season

Finally, the pre-season is a time to transition physically and mentally towards the demands of the upcoming in-season period. Reintroducing season-specific activities, like more precision with tracking your food (measuring), is a great idea during this period of time. It’s also the perfect time to mentally start preparing for hard work ahead. If done correctly, this will alleviate the difficulty usually associated with the first few weeks of dieting.

It’s a Lifestyle

fat loss pursuits. In order to return to your natural set point or homeostatic balance you will need to slowly increase calories over time until you bring calories back to maintenance calories. Training performance will potentially have to increase, as you adequately start fueling the body. However, training performance should not be the emphasis of this phase. Instead, the focus is physiological, with restoration of metabolism and hormones. We don’t want to push the limits of performance during this phase as we want maximum desired outcomes of a future in-season phase. We need to give the body time to fully recover!

Off-Season

Next comes the off-season, during which your clients can focus on strength and skill acquisition; the goal is overall improvement. Training performance will increase, as you will

These seasons aren’t just for contest athletes — they can be applied to anyone seeking real and lasting results. This is where, “It’s a lifestyle,” vividly comes into play. By implementing nutritional periodization and allowing for proper stress and recovery periods, your clients can achieve their goals while maintaining their health and avoiding burnout.

So, if you’re looking to establish long-term clients who will continue to see progress and growth with your guidance, and to avoid your own personal burnout from constantly hustling to acquire new clients, consider implementing nutritional periodization into your approach. Your clients — and you — will be eternally grateful you did.

Sara Frenza is a mom to two girls, nutrition and body transformation coach, published fitness model, twotime cover model, writer and owner of Sara Frenza Fitness and Nutrition. With her 1:1 coaching program she helps chronic dieting women get into shape without restrictive dieting or hours of cardio through her exclusive metabolic “Restore, Lean Out and Sustain” body transformation protocol that gets women results forever! Visit her on Instagram @sara_frenza.

By implementing nutritional periodization and allowing for proper stress and recovery periods, your clients can achieve their goals while maintaining their health and avoiding burnout.

ARE YOU INSURED?

Specialized coverage for your fitness business needs

Life is unpredictable, and we’ve had to accept that some things are beyond our control. But now more than ever, we need to have protections in place for what we can control.

An important, yet often overlooked, area of protection is with proper insurance coverage. As fitness professionals, we are constantly at risk for liability claims which can be very costly, threatening both our business and our personal assets. Some questions to ask yourself: What type of insurance do I need? Am I already covered by my health club/employer? If so, do I need any extra coverage? Does my insurance policy cover virtual training? When does my policy expire?

The following resources are available to answer these and any other questions you have and will be there to help guide you along in the process:

Make Sure Your Business Is Protected with the Right Coverage

Insurance coverage options can be complex and not all insurance programs are alike; if you’re shopping for coverage it is important to note differences in coverages, optional coverages offered, and coverage limits when choosing your insurance. The lowest price product may not include everything you need to be fully protected. Commercial general liability, products-completed operations, personal and advertising injury, legal liability to participants and professional liability are all specialized coverages that fitness professionals should consider.

Now more than ever, virtual training/ instruction is an important coverage consideration; make sure that you look for insurance that includes virtual training under your direct supervision including live online instruction as well as recorded training sessions that your registered clients can access.

If you are working as an independent contractor at one or more health club facilities, don’t assume that you are covered under the health club’s insurance plan; independent contractors are often excluded. Fitness professionals should always have their own coverage as well as additional coverage for any studio or fitness facility they own. A homeowner’s policy will most likely exclude coverage under a “business pursuits” exclusion; be sure to check with your insurance agent before assuming coverage is covered under the homeowner’s policy as a studio or other facility policy may be required for proper coverage.

If you have taken the time to participate in educational programs, some companies reward fitness professionals for training certification with discounted rates. And if you have any questions or concerns about the coverage needed for specific situations, always make sure to call your insurance representative for clarification.

fitnessinsurance-kk.com

Need a Spot? Be Covered for Injuries In-Person and Online

As a fitness coach or trainer, today’s virtual world allows you to work with your clients from anywhere. However, accidents can also happen anywhere — and whether they occur in your gym or their living room, your supervision as a trainer could make you legally liable for incidents.

Fitness trainers should have insurance coverage that’s as flexible as your teachings. Even individual instructors face similar liability risks as large, membership-based gyms or facilities.

Whether you interact with clients on your premises or your computer screen, Philadelphia Insurance Companies (PHLY) provides specialized coverage tailored to your unique practice.

PHLY offers broad coverage for several fitness instructor categories, such as yoga, swimming, martial arts, dance and more. With a 96% customer satisfaction rating and over 20 years of experience insuring fitness studios, personal trainers and health clubs, our fitness insurance experts provide the knowledge and protection you need to train and teach from anywhere.

You’re constantly on the move, so we’ve designed our one-page online application to be incredibly simple, user-friendly and completed in minutes from any device.

Just create an account, enter any relevant information about your business and request a competitive insurance quote. In less than 24 hours, you’ll receive a personalized email

from a PHLY representative who will guide you through the process.

With busy appointment schedules, lesson plans to create, and clients to motivate, let PHLY do the heavy lifting when it comes to your fitness insurance coverage. Get started today and learn why fitness trainers nationwide trust and renew coverage with PHLY!

Visit phly.com/fitnessinstructors to get protected in minutes! Email us at sales@phly.com or call 877.438.7459 Monday – Friday from 8:30am to 8:00pm to speak with a representative.

phly.com/fitnessinstructors

Why Insurance Is Essential for Fitness Professionals

Just as accidents and injuries are an ongoing concern throughout the fitness industry, so too is insurance essential for protecting fitness businesses and professionals from their potential financial impact. So it pays to make sure you’re covered in the event of an insurance claim, and that there are no “gray” areas involved.

For instance, unless there is an employment contract or similar written agreement in place that states explicitly that a personal trainer or group exercise instructor (whether an employee or independent contractor) is covered by their fitness facility’s insurance — they are not. So those individuals should definitely have their own insurance. All insurance contracts are different, and some general liability insurance policies exclude professional liability coverage — especially in the case of independent contractors. So all personal trainers and group exercise instructors are strongly encouraged to verify that they are covered by the insurance policy of the facility where they will be working—and that the policy includes coverage for professional liability.

Of course, fitness professionals who teach clients privately outside of a

health club must carry their own professional liability insurance policy.

Other important insurance to have in place is coverage for sexual abuse/ harassment claims. Sexual abuse claims have been growing at a tremendous rate. So fitness professionals should take steps to protect themselves by purchasing sexual abuse and molestation coverage on their general liability and/or professional liability insurance policies. However, the best protection against such claims is to remain “professional” at all times. No matter how well you get to know a client, avoid overly-familiar communication or touching. While it may seem to come naturally, it may be unwanted or misinterpreted as offensive.

Sports & Fitness Insurance Corporation (SFIC) has provided insurance exclusively to the fitness industry in the US and Canada since 1985. In addition to general liability and professional liability insurance, they offer property insurance, umbrella policies, workers compensation and surety bonds for health clubs, fitness studios, yoga & Pilates studios, dance studios, martial arts schools and more, as well as personal trainers and group exercise instructors.

sportsfitness.com

DIVERSITY, EQUITY AND INCLUSION

By Julio A. Salado FitnessFoundry.net

Be the reason someone feels seen, heard and supported

As fitness professionals, we are uniquely qualified to contribute to society in ways that are both personally and professionally rewarding.

If you ask a fitness professional why they have chosen their career path, chances are they’ll describe wanting to help their clients to live healthier and happier lives. The same passion for helping others, along with excellent listening skills and the ability to be objective and non-judgmental translate perfectly into the role of volunteer or humanitarian worker.

I believe as role models in both the gym and the community, we are uniquely positioned to bring public awareness and to motivate others to support non-profits, charities and fundraisers.

There are many causes for us to contribute to — ranging from food insecurity, homelessness, substance abuse, suicide prevention, racism, women’s rights and gun violence, to name only a few. The

root causes of these issues vary, but many can be attributed to social determinants such as poverty, unequal access to health care, lack of education, racism and structural inequities.

Getting involved with an organization, no matter how big or small, allows for growth on so many levels. I’ll share a recent volunteer experience that opened my eyes to events shaping the community where I was raised. As a person of color and first generation Dominican, I am painfully aware of our nation’s epidemic of gun violence.

According to a new study published in April 2023 by the Kaiser Family Foundation:

“. . . nearly one in five American adults say they have a family member who was killed by a gun, including suicides. People of color were more likely to report witnessing gun violence or having family members who were killed by guns. More than one-third of Black adults said they had a family member who was killed by a gun,

compared with 17% of White respondents and 18% of Hispanic adults who participated in the study.”

I asked myself what I could do. Like many, I felt hopeless and frustrated. Then I saw a post from a small community activist group on my social media. I decided to take the initiative and contacted them to ask how I could support their efforts. This May was my first experience volunteering with the Annual Mother’s Day Walk for Peace in Boston, sponsored by the Louis D. Brown Peace Institute. Their mission is to serve as a center of healing, teaching and learning for families and communities impacted by murder, trauma, grief and loss.

donors and volunteers.

2. Volunteering is a great opportunity to learn new skills and build upon ones you already have including communication, organization, patience and learning to ask for help.

3. You will inevitably connect with others who can become mentors or at least part of your professional network.

4. The time invested pays off in improved mental health and a sense of well-being.

If you feel you do not have time to volunteer, consider using your social media platform to raise awareness about a cause that interests you. For example, I use my own social media to share my experience with clinical depression. I also share mental health resources, especially for those in low-income communities. My objective is to help end the stigma of mental illness and of asking for help when struggling with mental health challenges. We never know who sees our posts, and it’s always possible that what we share will help someone just when they needed to see it most.

A few other causes that are important to me are health equity, food insecurity and homelessness. To this end, I’ve volunteered at food pantries and a local warming center during the winter months. Each experience has brought something new to my understanding of the human experience. It has made me more tolerant of others and has expanded my circle of influence. I have met many people I would never have known otherwise, and I’ve learned that most people really want to help.

The first step in my support for the group was to share their services as well as my intended participation in their upcoming event with my social network. A few weeks before the event, a handful of volunteers engaged with the businesses along the walk route to ask if they could display fliers announcing the event. At first, I felt awkward; however, I followed the lead of volunteers with more experience, and soon felt more comfortable. We had fun, and I felt part of the team by opening up and being myself.

On the event day, the participants were provided with an energizing warm-up by a local fitness trainer before heading out on the five-mile route. The attendees were an incredibly diverse group of all different ages, races, ethnicities, disabilities, genders, sexual orientations, religions, and cultures. During the event, I felt a mix of sadness and hope as I walked along with families and friends of victims of gun violence. Along the way, it was inspiring to see many activists and volunteers, religious and political leaders, and members of law enforcement all come together to walk as a united front against gun violence.

What I learned from my experience:

1. Non-profits cannot do their work without community partners,

People who are passionate about your cause will want to share your mission with everyone they know, encouraging others to get involved and motivated to give. The internet is a great resource to learn about and spread awareness of causes that are important to you. I encourage you to explore the opportunities and find the one you know is right for you.

Like working to improve sports performance, practice is the key to volunteering and becoming a humanitarian. It will be a rewarding experience for you, as well as for the people you help.

To learn more about the Louis D. Brown Peace Institute: https:// ldbpeaceinstitute.org. My volunteering journey from Boston to Ukraine: https://www.fitnessfoundry.net/april-2023-lviv-ukraine-volunteer-trip-front-line-kitchen/

Julio Salado is an award-winning personal trainer and the founder of Fitnessfoundry.net, a leading online resource for health and wellness. For over fifteen years, Mr. Salado has guided countless individuals from all levels of fitness to achieve their body sculpting and personal training goals. His unique blend of Western exercise science and holistic arts has been featured on numerous TV shows, in print, and online. Mr. Salado also is a licensed EMT, continuing education provider and consultant for team development and personal training business.

I believe as role models in both the gym and the community, we are uniquely positioned to bring public awareness and to motivate others to support non-profits, charities and fundraisers.

NEW ON THE MARKET

The latest trends in fitness equipment

PREMIUM APP

Premium, the latest member solution from Myzone, lets you support your clients and community, and connect with them through engaging class experiences. Through three unique fitness options: MZ-Club – scale your business by broadcasting classes to the world; MZ-Together – bulk your class timetable with Myzone-led, live online classes; and MZ-On Demand – unlock over 1300 recorded classes for your members to access anytime, anywhere. Create the most value for your clients and members by tailoring the offering to their needs. Pick one, two, or even three of the above for the ultimate scalable class experience. Myzone.org

ECO-POWR™ G660 TREADMILL — CARBON NEGATIVE

The ECO-POWR™ G660 treadmill doesn’t just generate energy — it can be carbon negative. Based on its Certified Carbon Footprint, the G660 has the potential to generate enough clean energy during its life cycle to make a net positive impact. Choose the G660 and offer sustainable fitness that connects healthy bodies to a healthy planet.

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BEAVERFIT BEYOND TRAILER 8’

The new Beyond Trailer 8’ from BeaverFit comes fully stocked with equipment and accessories – designed specifically for outdoor use – including dumbbells, kettlebells, bumper plates, barbells, medicine balls, a landmine attachment, a dip bar attachment and more. Training equipment and accessories may be set up by a single user in minutes, no tools required. The Beyond Trailer 8’ can be towed by almost any vehicle and stored in standard car garages, ultimately providing greater flexibility and portability.

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PILATES CORE TRAINER

Pilates Core Trainer is a portable, affordable tool for strengthening back, arm and leg muscles as well as flexibility and range-of-motion.

Featuring four loops with grip handles for simultaneous training of arms and legs, the Pilates Core offers medium resistance suitable for most fitness abilities. Exercise guide included with streaming video link.

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TRX THICK GRIPS

Adding TRX Thick Grips to your handles or dumbbells is one of the fastest ways to improve grip strength and to fire up the muscle fibers in your fingers, hands and forearms. Grip strength matters. Studies show grip strength is tied to longevity and improved quality of life. Grip strength is useful in almost all day-to-day activities. Grip strength predicts risks for early death and cardiovascular disease better than blood pressure.

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