Personal Fitness Professional Winter 2023

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VOLUME 25 | ISSUE 4 president

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

Elena Biedert, Dr. Meredith Butulis, Billy Hofacker, Brandon Hyatt, James Patrick, Aesha Tahir featured columnists

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

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COLUMNS

07

Training for Function How to help your clients sharpen their cognitive skills

10

By Dan Ritchie

08

Elevate Online Presence The I2 method for more referrals

By Brandi Binkley

12

By Pat Rigsby

08

Real Talk: Lessons Behind Success A quote that will unlock your earnings

Ask the Experts: Physical Therapy Fix gluteal amnesia in less than 5 minutes

By Dr. Meredith Butulis

29

Diversity, Equity and Inclusion

30

New on the Market

By Trina Gray

10

Career Accelerator Curating your business scorecard

Meet our contributors

Continuing Education Ethics of education

By Kurt Weinreich Jr.

Reprints For high-quality reprints, please contact us at 608.241.8777 All material in this magazine is copyrighted ©2023

by MadMen3 All rights reserved. Nothing may be reproduced in whole or in part without written permission from the publisher. Any correspondence sent to Personal Fitness Professional, MadMen3 or its staff becomes property of MadMen3.

The articles in this magazine represent the views of the authors and not those of MadMen3 or Personal Fitness Professional. MadMen3 and/or Personal Fitness Professional expressly disclaim any liability for the products or services sold or otherwise endorsed by advertisers or authors included in this magazine.

Personal Fitness Professional (ISSN 1523-780X) is published quarterly: Spring, Summer, Fall, and Winter. [Volume 25, Issue 4] Published by MadMen3, LLC C/O Chad Griepentrog 708 Mohawk Trail DeForest WI 53532-3035 Tel: 608.241.8777 Periodicals postage paid at DeForest, WI and additional mailing offices. POSTMASTER: Send address changes to: Personal Fitness Professional | P.O. Box 259098 | Madison WI 53725-9098.

DEPARTMENTS

06

Letter from the Advisory Board How to multiply money online

By Joey Percia

09

Spotlight: Merrithew

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26

FEATURES

14 16

Amplify Your Revenue Try these 3 effective sales strategies to elevate your fitness business success

By Billy Hofacker

3 Loaded Exercises for Strong AND Mobile Hip Flexors Enhance your clients’ hip function and stability and open doors to increased mobility, power and core strength

By Brandon Hyatt

Know Your Value How to respond when clients ask you to work for free

By James Patrick

18

22

Where Are You Overspending or Underspending?

26

The Balancing Act Navigating body composition for performance and vanity goals

By Aesha Tahir

It’s crucial to have structure in all areas of business, and finances are no different

Subscribe to PFP today.

By Billy Hofacker

20

It’s All About the Experience How to create the best journey for your clients — beyond effective training and nutrition plans

By Elena Biedert

SOCIAL MEDIA

OUR ADVISORY BOARD

pfpmedia pfpmedia pfpmedia pfpmedia

Lindsay Vastola

Greg Justice

Farel Hruska

Joey Percia

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WINTER 2023 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 5

LETTER FROM THE ADVISORY BOARD

By Joey Percia

How to multiply money online Like fitness, doing what’s required to multiply money online isn’t always easy but it IS simple.

Over the last 7 years I’ve helped clients in 98+ different niches make more than 65+ million online. Now I share the lessons I’ve learned along the way. Today I want to share 4 steps any fitness professional can use to make more money online:

WE’RE GOING

ALL-DIGITAL!

Step 1. Pick a target customer.

Most trainers have gone through a massive transformation. If you have, help the former version of you or people on that journey. If not, your expertise with another demographic works great, too.

Step 2. Create a core offer.

This is your main product, coaching program or service. Identify a problem and help someone solve. Bigger promises aren't always better. In fact, solving a small but meaningful problem is easier for people to say yes to.

Step 3. Publish often.

Pick a publishing platform and create content. I recommend one to start. Twitter, Instagram, Facebook, YouTube, LinkedIn doesn't matter. Make sure it’s one where your target customer spends time... publish often and grow your audience.

Step 4. Write good emails.

Use social media to funnel people to your email list. This is where you help your people. You show them what's possible, inspire them, share new ways of thinking, avoid mistakes and more.

This is also where you invite them to work with you. And you do it without being at the mercy of a social media algorithm shutting down your content.

Email is my bread and butter. And I haven’t met a single person who can’t make more money with their email list. No matter how big or small.

Getting Started Start by picking a high-leverage skill and going deep for 45 days: Email marketing, copywriting, sales, negotiation, lead generation and offer creation are all necessary.

Practice and apply the skill every day. At the end of the 45 days you can either go deeper within that skill or pick a different one.

Here’s an example:

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You learn email marketing. Deeper could mean learning how to validate and launch new offers in email. Picking another skill could be learning Facebook Ads. To be clear, we are not jumping from skill to skill searching for a magic bullet. We are gaining skills, knowledge and resources to overcome the current obstacle in front of us while building our online business. When we solve that problem you can decide to move on or master the skill. Your choice.

Using this process will allow you to break through to new levels of money and success.

But my bank doesn't cash checks for knowledge. They cash checks for results. So now it's time to put this plan to work.

These are the sorts of lessons I share online with my audience. If this resonates with you, I hope we cross paths one day.

Rooting for you, Joey Percia

6 | WWW.PERSONALFITNESSPROFESSIONAL.COM | WINTER 2023

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TRAINING FOR FUNCTION

By Dr. Dan Ritchie

FunctionalAgingInstitute.com

How to help your clients sharpen their cognitive skills

I

n the coming years, the need for fitness professionals to add cognitive fitness and brain training skills to

their programming is going to become paramount.

One of the simplest strategies is to add a secondary or dual task. This additional task can be complementary or simply a distractor.

Dual task training should involve a measurable cost of performance in order to prescribe appropriate dosage. It is an effective tool for learning or relearning and should be applied on a case-by-case basis. Dual task training can also be appropriately adapted to many different clients and goals. Here is an example of some physical tasks that typically involve dual tasks.

Physical Tasks Physical dual tasks are not always primary in DT and should not be limited to simple tasks like walking and running. Some other examples include:  Cooking  Cycling  Dribbling  Getting dressed  Throwing a ball  Driving  Golfing  Skateboarding  Dancing  Playing pickleball  Balancing  Climbing Examples of Distractors When determining the distraction to introduce, it’s important to consider each of the sensory modes it will impact. In our new Brain Fitness Specialist course, we go into great detail on all the senses.

The sensory modes are auditory, visual, manual and cognitive. Think about how these tasks might be combined and personally designed

Cognitive Distractors  Remember a sequence (dance steps, recipe)  Go-No-Go w/ cognitive rule change  Calculations from recall  Trivia  Spontaneously generating a list  Spatial reversal (Do the task in an opposite direction or inverted manner)  Recall personal information (addresses, classmates)  Solve practical problems during task (simple riddles)  Memorizing a poem  Spelling or reciting numbers (forwards or backwards) during task  Recalling a route These lists are not at all comprehensive and are limited only by the imagination. Distractors can be combined to create nearly endless

in accordance with the dosage for each individual. Some examples of distractors for visual and cognitive modes are below:

variety and novelty. For example, an individual could practice keeping their RPMs steady on a stationary bike while practicing removing a lid from their water bottle.

Visual Distractors  Describe the scene around you  Observe an event for later recall

We hope you decide to become a Brain Fitness Specialist someday soon and learn even more how to add cognitive training to all your training sessions.

 Eliminate all members of a visual category  Identifying signs or markers on a route  Mirroring an observation  Go-no-go card games  Comparing and matching games  Memorization tasks  Finding/Seeking during a task  Sightseeing or “I Spy”  Watching for a sign

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.

WINTER 2023 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 7

REAL TALK: LESSONS BEHIND SUCCESS

ELEVATE YOUR ONLINE PRESENCE

By Pat Rigsby

PatRigsby.com

By Trina Gray

TeamRockstarFit.com

The I2 Method for more referrals

A quote that will unlock your earnings

I

pretty disconnected with the way that referrals actually happen.

Most business owners try to get their clients to become commissioned sales reps with the typical ‘if a friend of yours joins,

I

I’ll give you _______________.’ But that’s not really the way referrals usually work.

Most of the time the client is either trying to do something kind for you by spreading the word or they’re doing something kind for the person they’re connecting with you because you can help them.

It’s not that they don’t appreciate the incentive, but let’s face it... they didn’t seek you out for a part-time job.

So if you want more referrals, it really comes down to what I call the I2 Method: Invitations & Introductions.

You want to create opportunities for your clients to invite the others in their lives to experience what you have to offer in a low-risk way or you want to give your clients easy ways for them to introduce you to those people in their lives who might eventually benefit from what you do.

A couple examples of Invitations could be an opportunity for a client to bring a guest for a session or even a week of training, or maybe a charity event that they could bring guests to be part of.

Introductions could be as simple as clients being given a gift card they could share with a friend or even a social media post that you ask them to share on Facebook about an offer you’re making or a success story of one of your clients.

When you start to think of referrals in this way, the options are almost limitless... and you’re never going to feel awkward by continually asking your clients for more business.

You are never really asking those people whom you’re helping to

of the most influential speakers in the world. My notebook agrees.

He shared a quote that fits this money-themed issue. Burchard said: “Your next level of earning is tied to your articulation of the problem.”

Let’s dig into that. As fitness professionals, we help people lose weight and tone up (how many times have you heard that from a client). But you and I know that we do so much more than that. Our ability to sign more clients, keep more clients and provide more services to our clients comes down to our ability to solve deeper problems. We have to get below the surface to deeper pain points.

We have to paint a picture of what is possible if they invest in themselves. That unlocks our impact and our earnings.

Make a list of all the bigger problems that you solve, in your specific niche or area of expertise. The list is endless. What’s on yours?

Examples: avoid costly medication, reduce chances of lifestyle related disease, recover from injury or illness faster, wake up with fewer aches and pains, increase energy and live a more adventurous life, set an example for kids about healthy living, achieve greater career success, improve relationship with food and fitness, break a cycle of yo-yo dieting, create a fitness routine for life, stop body shaming.

Those examples have emotion. You can feel the burden that needs to be lifted, or the opportunity that exists. We are the ones who can help them. Ask your client this valuable phrase. “Have you ever…” then insert your pain point above. Share with them how your services are the solution.

do any more than invite people who might enjoy what you do or to simply introduce you to others in a positive way.

It may be the simplest way to grow your business... and the most

If you want to level up your business with more lessons like this, contact me directly about enrolling in the Growth Day app for a savings and extra support.

f you’re like most business owners, you want more referrals.

The problem is, the way we approach getting referrals is usually

sat in a velvet theatre seat, ready to relax, sip my coffee and take in a morning of presentations at Growth Day in L.A. Instead, I

was nearly sweating, taking pages of notes on my lap during this bomb-dropping business seminar. This event was hosted

by Brendon Burchard, award-winning author, and recently voted one

enjoyable one, too.

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.

8 | WWW.PERSONALFITNESSPROFESSIONAL.COM | WINTER 2023

Trina Gray is an award-winning entrepreneur in the fitness industry. She owns a medically-based health club in Michigan and founded a top coaching team with BODi (formerly Beachbody). She was the IDEA Fitness Leader of the Year. She helps fit pros expand their income to reach more people, outside of sessions and classes with fitness, nutrition and mindset tools. Connect with her at www.TrinaGray.com or IG @trinagray.

COMPANY PROFILE: MERRITHEW™ www.merrithew.com  info@merrithew.com

Merrithew™ – Leaders in Mindful Movement™

M

errithew was founded in 1988, with the aim of developing high-integrity fitness education programs,

equipment and services to help fitness professionals and enthusiasts fulfill their potential. Our philosophy is that effective, responsible and mindful exercise is the foundation of a better life — and should be accessible regardless of age, fitness level or ability.

Merrithew is the global leader in mind-body education and equipment, incorporating the latest in exercise science, health and fitness practices to train more than 70,000 instructors in 100 countries and 200 training centers around the world. Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings worldwide including STOTT PILATES®, ZEN•GA®, Total Barre®, CORE™ Athletic Conditioning & Performance Training™, Halo® Training and Merrithew Fascial Movement.

Product range and services Recognized as The Professional’s Choice™, Merrithew’s premium equipment and accessories are crafted for professional and at-home use. Our equipment is designed to be easily customizable and adjustable for every type of client. Some of our bestselling pieces include the V2 Max Plus™ Reformer and Halo® Trainer Plus. We also offer an extensive collection of Reformer and yoga accessories, and strength training and rehab tools.

Education In the last three decades, as the popularity, understanding and awareness of the benefits of mindful movement have expanded around the world, we have adapted our education programs to further reflect the importance of mind-body awareness, connection, focus and body control.

Merrithew provides first-rate education at more than 100 global training centers, offering contemporary courses, workshops, and manuals that provide practical programming options to teach effective group or personal training programs for a range of clientele. Our internationally recognized education programs in STOTT PILATES®, ZEN•GA®, Total Barre®, CORE™ Athletic Conditioning & Performance Training™, Halo® Training and Merrithew Fascial Movement are available in-person and online through our Training Centers around the world. Our comprehensive education provides instructors with practical programming options they can immediately incorporate.

Experience our world-class education and industry-leading instruction for yourself on Merrithew Connect™, our streaming service designed to empower, inspire and educate fitness professionals and enthusiasts.

Applying the latest research, fitness best practices, and mindful movement concepts, our team of globally-recognized presenters will guide you towards a deeper and more meaningful movement experience, mentoring instructors and helping students and clients achieve higher levels of performance, precision and functional movement.

Key customers Merrithew caters to exercise enthusiasts, fitness professionals, studio and facility owners, athletes as well as health care professionals.

CONTINUING EDUCATION

CAREER ACCELERATOR

By Kurt Weinreich Jr. KurtWeinreich.ISSACertifiedTrainer.com

By Brandi Binkley

GetPhysioFit.com

Ethics of education

Curating your business scorecard

I

J

have always coached my students that personal training is what you do, a fitness professional is what you are. How this is defined

will be different in various business models, but the need to have educated professionals is necessary throughout the fitness industry. However, there are those in the industry who do not adhere to these standards and have tainted the profession with unethical practices, litigation and even malpractice.

Many certifications now require ethics courses as part of their recertification process, but there are a number of other factors that the true fitness professional must be aware of to protect themselves, their reputation, and more importantly, their clients.

Being certified by an accredited agency. This is often overlooked by the public in the advent of aesthetic competitions, specializations and online influencers. The average client does not know what certifications are needed. Some facilities have been guilty of allowing non-certified trainers to work creating programs, though they are not covered under insurance.

Expired certifications. It has been an issue that credentials have been allowed to expire, but the trainer is still working. This showcases the lack of professionalism to obtain the required continuing education to keep their accreditation, revealing not only the ethics of the trainer, but the facility that allows it.

Training beyond scope of practice. It is unethical to train beyond the accredited education. To gain more clients, trainers fall into the trap of misrepresenting their experience to include specialties they are not certified to train in. Rehabilitation, sports competition, nutritional counseling and even medical issues are among the top categories that are consistently advertised as specialties. This type of misrepresentation is not only unethical, but dangerous to the client as the trainer will not have the right education to provide appropriate assistance and is not

ust as we coach our clients to measure their goals for success, we too must have our own goals for business otherwise

it’s never going to evolve. Even if you are financially content with your current client load or business, it is wise to have a means of measurement to track year over year status and growth.

According to IHRSA, the failure rate of health and fitness businesses is 81% in their first year and 50% of those remaining won’t last longer than 5 years. These statistics are the best reason why it’s important to have a professional or business scorecard that will help you plan and execute on strategy for growth. This is a need whether you are a solopreneur or you own a training facility with staff. By having a scorecard in place you are able to create accountability for yourself and your team towards KPIs (key performance indicators).

Some examples of things you could track on your scorecard are:  Financial management: revenue, sales tracking, margin and cash flows.  Customer based metrics such as Net Promoter Score, referral rate, conversion rates and average order value (Example: your average customer value per month).  Employee productivity metrics to track turnover, effectiveness and absenteeism.  Organizational development: do you have the bandwidth or the team to meet your goals?  Mission metrics to keep you on track for your overarching mission.

For example at PhysioFit, ours is to put 25 kids through school over the next 6 years in Kenya. Yours may be attached to more of a local focus like sponsoring kids for camps. Whatever the case, make it something that your clients can get on board with.

referring as outlined in the scope of practice. While personal experience may be practical, professional education teaches the scientific basis while providing the peer-tested educational foundation for the specialty.

When implementing your scorecard, keep in mind the overarching purpose is to have alignment, accountability and a method to benchmark trends and successes. Your scorecard similar to your monthly

This is not to create a negative perception of the industry but address the need for continuing education. This will allow the true professional to separate themselves by adding legitimate value through

P&L review can often be an early warning sign that something is off.

This will ultimately allow you the opportunity to identify variations from the target KPIs and reroute your course. Whatever method you

their efforts to continually educate themselves, increase their fitness mastery and provide their clients with the best possible options based on the latest research to achieve their healthy goals.

use to track business success, find one that works for your specific business and use it year over year to gather more data. Having access to this information will make it much easier to make critical decisions. Remember, similar to our workouts… consistency is key.

Kurt Weinreich has over 24 years of experience in the fitness industry as a trainer, educator and fitness manager. Kurt is currently managing the Wellness Program for the Jefferson County Sheriff’s Office while developing fitness professionals through consulting, lectures and internship programs to assist with skillsets in coaching, marketing, education, and business.

10 | WWW.PERSONALFITNESSPROFESSIONAL.COM | WINTER 2023

Brandi Binkley has been an Exercise Physiologist for 19 years. 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.

A SPECIAL ANNOUNCEMENT FROM PFP

Elevating Our Legacy: An Exciting New Chapter Starting in 2024, Personal Fitness Professional will be ALL-digital.

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We take pride in the legacy we built as the leading resource when it comes to helping fitness professionals thrive, and we are excited to take you with us on this next chapter — an ALL-digital journey that builds upon the strong foundation of our print edition.

Fueled by cutting-edge technologies, we can put more of an emphasis on our interactive content and enhanced multimedia elements, allowing you to engage with the media in new ways!

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ASK THE EXPERTS: PHYSICAL THERAPY

By Dr. Meredith Butulis

MeredithButulis.com

ing desks; some take walking breaks; some even add stair climbing through the day.

The problem of sleepy glutes that just won’t fire still persists, though. Over time, the problem gets worst. Low back and sacroiliac pain show up, workout fatigue increases and training progress starts to decline.

How do we fix such gluteal amnesia? The most common fix is surprisingly simple, but often overlooked.

What’s the Fix? The fix is often following a 4-step pre-workout sequence. The sequence takes less than 5 minutes. The key to making it work is don’t skip steps.

FIX GLUTEAL AMNESIA IN LESS THAN 5 MINUTES

The most common fix is surprisingly simple, but often overlooked

By Dr. Meredith Butulis

Y

Step 1: Remove arthrogenic inhibition Step 1 is the critical step that most fitness professionals overlook.

How: Have your client perform what physical therapists refer to as the “shotgun” technique.

Follow these steps: 1. Have the client lie on his back with hips and knees bent close to 90 degrees, as if they were going to perform a hip bridge.

2. Place a small squishy ball (like Pilates ball or kid’s kickball) between the client’s knees.

Have them moderately squeeze the ball for 30 seconds.

3. Before letting the ball go, have them quickly push their knees into the ball and then release.

Why it works: Muscles are the outer layer surrounding joints. Both muscles and joints respond to a shared set of nerves. When the inner parts of a joint lack roll, spin or glide due to chronic postures, compensations

our clients are doing hip bridges, squats and lunges. Your clients

you push plateaus by adding load, they compensate.

are committed; they show up; they do the work; they progress loads, yet something is off. They never “feel” their

As a fitness professional, you read about gluteal amnesia and learn that chronic sitting keeps shutting down the glutes. Your clients

glutes fire; they get stuck on plateaus; when

take your advice and sit less. Some get stand-

12 | WWW.PERSONALFITNESSPROFESSIONAL.COM | WINTER 2023

or injuries, they send faulty signals to the spinal cord. Faulty input creates faulty output.

“Shotgun” is one of the first line techniques to reset the hip joint region input-output reflex loop; this reset allows the gluteal motor neurons to fire with more excitement.

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Step 2: Inhibit the antagonists Step 2 is commonly misunderstood. The

relaxation response. Higher frequencies, such as the vibration versus continuously holding a

front squat, sumo squat, lunge, deadlift, etc.) at 50% of the intended working weight

effect comes from holding a trigger point, not continuously rolling over it.

spot, may facilitate instead of inhibiting. The only way to know if it works for your client is by trying it, as individual responses may vary.

for one set of 8-10 repetitions.

How it works: The potentiation set creates

Step 3: Activate the glutes Step 3 is commonly confused with resistance

proper muscle fiber recruitment and motor unit synchronization to orchestrate the correct activation and timing for each muscle

How: Self trigger point release 1. Have the client roll their hip flexors and adductors on a roller or ball to scan for tender spots.

2. Have the client stop on a tender spot and melt their body weight into the tension for 30 seconds. The release only works if you coach the client in breathing and relaxing into the spot, as opposed to pushing hard into it.

3. Repeat for 2-3 additional spots on each side. Note that spots can be different on the right and left, and their location may shift from day to day.

Why it works: Muscles work in agonist-antagonist pairs. Agonists are the prime movers; in this case the gluteus maximus. Antagonists are the muscles on the opposite side of the joint. In the gluteus maximus’ case, the hip flexor and adductor muscle groups are antagonists. When antagonist muscles develop areas of increased neurological tone due to continued postures and repetitious movements, they cannot properly lengthen. When these muscles cannot properly lengthen, they alter the nervous system input. Faulty input

training, or compound movements like squats.

How: Activation 1. Pick a common isolated hip extension exercise such as glute kickback on all fours, or hip thrust exercise with shoulders on the bench. Do not add weight.

2. Have the client perform 10 reps of the exercise; instead of cueing for time under tension, cue the client to completely reset and think about squeezing the glutes prior to initiating each repetition. If the client is already in motion, the synergists are already substituting for the gluteus maximus. Resetting each rep minimizes such compensation.

Why it works: This internal cueing to feel gluteal sensation combined with a reset before each repetition allows the client to re-establish conscious awareness of proper muscle firing sensations. Loading the movement, or selecting a compound movement will shield

leads to faulty output in both the agonist and its antagonists.

Performing self trigger point release to

the gluteals from re-establishing this nervous system connection. When this step is skipped, the substituting muscles get stronger, and the

tender spots in the hip flexor and adductor complex activates the golgi tendon organs by temporarily deforming the muscle into a slow

glutes continue to be shielded from making effective contributions.

small stretch. The golgi tendon organs signal the involved muscles to relax. This helps normalize their ability to lengthen, which nor-

Step 4: Include a potentiation set When clients perform a general warm-up, they often skip the potentiation set for major

malizes the nervous system input and output.

It is like the leash that was holding the gluteal firing back has been released.

Will a massage gun work instead? Maybe.

lifts. Skipping this step bypasses the critical connection needed for effective gluteal contribution in compound lifts.

The vibration does temporarily deform the muscle tissue to signal the golgi tendon organ

How: Potentiate 1. Perform each desired lift (i.e. back squat,

to participate. This step does not replace the previous three steps, but rather serves to link all of the preparatory components together for compound movements with less compensation. Less compensation provides an opportunity for the glutes to contribute a new level of activation.

Next Steps Help your clients fix their gluteal amnesia by including these four steps (in order) as part of their warm-up sequence.

If you find that the client’s gluteal amnesia persists, have the client consult with an allied health provider (such as a Physical Therapist, Chiropractor or Medical Massage Therapist) to identify and further target his unique source of arthrogenic inhibition.

Removing the arthrogenic inhibition is like having the correct keys for a car. The glutes will only fire if they have the opportunity to get started.

If you find that the client’s gluteal amnesia is recurrent, check out my next article, “Breaking the gluteal amnesia cycle.”

Dr. Meredith Butulis, DPT, OCS, CEP, CSCS, CPT, PES, CES, BCS, Pilates-certified, Yoga-certified, has been working in the fitness and rehabilitation fields 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.

WINTER 2023 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 13

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FEATURE ARTICLE

By Billy Hofacker

YourFitnessMoneyCoach.com

AMPLIFY YOUR REVENUE Try these 3 effective sales strategies to elevate your fitness business success | By Billy Hofacker

I

n the fitness industry, achieving success encompasses various crucial factors, and one that stands prominently at the

— session durations, exercise routines or anticipated results. However, for most clients, these specifics remain inconsequential until an

they become far more compelling when woven into engaging fitness success stories.

Take a minute to contrast two scenarios. In the

forefront is the skill of sales. Today, we will delve into three potent strategies that can significantly amplify your revenue as a fitness

emotional connection is forged. Emotions play a pivotal role in fitness-related decisions. From the fear of missing out on limited-time offers

first, I tell you all about my program. We do fat burning workouts 3 times per week and the average client loses 10 pounds in 8-10 weeks.

professional.

These strategies, although deceptively simple, are often underestimated. It is essen-

to the boost in self-esteem that comes from achieving fitness goals, emotional triggers are the driving force. Dedicate time to understand

Not bad right? Now contrast that with an actual story. Debbie came to me 3 years ago, during the Covid pandemic. Like many, she

tial to not only comprehend them but also actively implement them, even if you make a mere 1% improvement. With a solid grasp

your clients’ concerns, possibly arising from past negative experiences. Once you establish an emotional connection by empathizing with

was stressed and overwhelmed. What’s more, she hadn’t stuck with an exercise program in many years and wasn’t feeling good about

of these principles, you can unlock immense potential in your fitness career.

their fitness journey, the factual information becomes relevant. Clients are more likely to commit when they feel understood.

herself. Her lack of self-esteem bled into other areas such as her job and her relationships.

She just surpassed 3 years working with us

2. The Persuasive Power of Fitness Success Stories: While facts are undoubtedly valuable,

and her life is better than she could have imagined. Exercise is a non-negotiable for her and as long as she’s in town, she doesn’t miss a session.

1. Harness the Power of Emotional Connection in Fitness: In the fitness world, it’s easy to get caught up in the technical details

14 | WWW.PERSONALFITNESSPROFESSIONAL.COM | WINTER 2023

IT’S BEEN SAID THE FACTS TELL BUT STORIES SELL. She has reached her weight loss goal of 20 pounds and has said goodbye to the seesaw-

3. The Art of Gentle Persuasion in Fitness Sales: Fitness professionals often tread

My advice is to not let that prevent you from developing an affinity for sales.

ing of the scale weight. She’s excited about life and capitalizing on opportunities both in her career and personal life. She’s truly living her best life.

lightly to avoid appearing overly sales-driven.

However, if you are concerned about coming across as pushy, remember that your authentic approach sets you apart from unscrupu-

By grasping the fact that fitness clients are emotionally driven, that fitness success stories hold immense persuasive power, and by extending that gentle nudge, you will not

Which scenario has more impact? If you are like most people, the story has more impact than the facts.

lous sales tactics. Ethical salesmanship in the fitness industry holds its own charm.

Fitness enthusiasts seek guidance, and you,

only be able to assist more individuals in achieving their fitness dreams but also witness significant growth in your fitness business.

Embrace the practice of sharing stories about your own fitness journey and the motivations behind your profession. Narrate the

as a fitness professional, are in a prime position to lead them. Before initiating the fitness sales pitch, cultivate genuine enthusiasm,

Billy Hofacker has been a personal trainer for over

transformation experiences of various client profiles that potential clients can relate to, showcasing tangible fitness results. Combine

ensuring you are wholeheartedly convinced of the fitness solutions you provide. A good way to remember this is with the acronym

that with the logic that supports the emotions and you have a winning formula. It’s been said the facts tell but stories sell.

IASM (I am sold myself).

Unfortunately, the domain of fitness sales sometimes carries a negative reputation.

25 years and is now passionate about helping Fitness Professionals become financially fit. Billy now lives 1,000 miles from his facility. He is the the host of the leading financial podcast for Fit Pros, Your Fitness Money Coach Podcast. You can learn more by listening to the podcast or by visiting www. yourfitnessmoneycoach.com.

WINTER 2023 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 15

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FEATURE ARTICLE

By James Patrick

JamesPatrick.com

KNOW YOUR VALUE How to respond when clients ask you to work for free | By James Patrick

Y

ou’ve no doubt encountered clients who request your services in exchange for a vague offer of

that your skills and experience are worth compensating for.

“exposure.” While some exposure can actually be valuable, it’s essential to maintain the value of your work and ensure

“It would be great for your portfolio.”

Response: “My portfolio is already quite full and was the reason you found me and

“We are a startup trying to save money.”

Response: “Let’s have a conversation about

that your business remains sustainable.

Let’s explore how to respond gracefully and professionally when clients ask you to

contacted me in the first place.”

Remind the client that your portfolio is a testament to your skills and what attracted them

how I can support your startup within a budget that acknowledges the value of my services.”

Show your willingness to work within their

work for free.

to you in the first place. This shows that you value your work and its worth in your portfolio.

budget while emphasizing the value of your services. This approach opens the door to negotiations.

“It’s a really quick project.”

discount for future projects. This way, you acknowledge their potential for more work and establish a mutually beneficial relationship.

Response: “It certainly can be a quick and efficient project because of the years of experience I have to ensure a speedy

“It would be a lot more work coming down the pipeline if you just help us out on this one!”

“Would you consider a trial for future paid work?”

production.”

When a client emphasizes the project’s speed, acknowledge your expertise and ef-

Response: “That is great! I can gladly consider offering discounts on future work for returning clients.”

Response: “I appreciate your interest in a potential partnership. To ensure a successful collaboration, let’s discuss a fair arrangement

ficiency. This response subtly communicates

Instead of working for free, suggest a

16 | WWW.PERSONALFITNESSPROFESSIONAL.COM | WINTER 2023

that respects the value of my work.”

YOUR EXPERTISE DESERVES FAIR COMPENSATION, EVEN WHEN THE ALLURE OF EXPOSURE COMES INTO PLAY.

Be open to discussions about a trial period, but make it clear that it should be a fair arrangement that respects your expertise.

able parameters. Let’s talk about what you’re looking for and explore options that align with your budget.”

Responding to clients who ask you to work for free can be a delicate balance between maintaining the value of your work and considering

“Others are willing to do it for just the exposure.”

Show empathy for their budget constraints and express your willingness to work within reasonable parameters, ensuring a win-win

their needs. By using these responses, you can navigate these situations professionally, ensuring that both parties benefit from the

Response: “Everyone’s circumstances are unique, and I have specific commitments and expenses related to my work. I’d love to

situation.

collaboration. Remember, your expertise deserves fair compensation, even when the allure of exposure comes into play.

discuss my professional services and how we can collaborate.”

Acknowledge the client’s point while

Response: “I appreciate your interest in my work. While exposure is valuable, I also need to ensure that my business remains

emphasizing your unique situation and expenses. Invite a discussion about how you can work together professionally.

sustainable. Let’s discuss an arrangement that benefits all.”

Thank the client for considering your work

“We have a tight budget.”

Response: “I understand budget con-

for exposure and convey your need for a sustainable business model. Encourage a conversation to find a mutually beneficial

straints and I’m here to work within reason-

arrangement.

“It will be great exposure.”

James Patrick is an internationally published photographer with more than 700 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 on Instagram @jpatrickphoto/.

WINTER 2023 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 17

FEATURE ARTICLE

By Billy Hofacker

YourFitnessMoneyCoach.com

WHERE ARE YOU OVERSPENDING OR UNDERSPENDING? It’s crucial to have structure in all areas of business, and finances are no different | By Billy Hofacker

F

itness professionals usually make one of two mistakes when it comes

spending, so they don’t. This can lead to missed opportunities for their business to thrive.

fortunately, most fitness professionals simply don’t have the structure to keep themselves

to spending money. In one scenario, they spend money on whatever feels good in the moment rather than basing

At the root of both of these problems is a lack of awareness around the finances. Having a good picture of the accounting, including an

where their growth takes them.

Now that we’ve established a common root problem for poor financial decisions,

it on a system or comprehensive strategy. This is a recipe for disaster, and entrepreneurs who do this oftentimes don’t make it, due to

accurate income statement and knowledge of cash flow is paramount to making financial decisions. Even if you have a basic understand-

let’s look at some common areas where overspending occurs.

breaking the #1 rule in business: “Don’t run out of cash!”

On the other extreme is the fitness profes-

ing of the numbers, hiring some outside help (bookkeeping, accounting, etc.) could be one of the best investments you can make.

1. Personal Expenses: One of the first areas to look at is your personal spending habits.

Fitness businesses, whether a one-person-

sional who makes the opposite, but equally pernicious, mistake. They are so nervous about

It’s crucial to have structure in all areas of business, and finances are no different. Un-

show or larger operation, can struggle when the owner needs to pull too much

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bank.” Tracking your return on investment

Once your overspending is dialed in, it’s

(ROI) will let you know if your plan is working. If the ad in the local newspaper isn’t bringing in anyone new, it’s time to adjust.

useful to look at areas you may be underspending in.

4. Renting or Leasing Space: While this is a bigger topic, it’s important to note the

1. Continued Education: I may be “preaching to the choir” since you’re reading Personal Fitness Professional magazine,

impact of this fixed expense. Too much space or a high-end area can dramatically increase overhead and quickly eat into

but it’s crucial to stay up to date on the latest fitness trends and research as well as honing your business skills.

profits. One of the keys in this area is to be prepared. For example, don’t wait until the last minute to re-negotiate your lease!

Even if you have a basic understanding of the numbers, hiring some outside help (bookkeeping, accounting, etc.) could be one of the best investments you can make.

2. Marketing and Advertising: This one made both lists. This is why it’s so important to know what’s working for your unique business goals and make decisions accordingly.

3. Employee Compensation: While frugality can be an asset in business, this can easily be taken too far. We are going to need help along the way and it’s important to compensate fairly to help attract and keep the right talent. Compensation might also include additional perks like training and development, retirement plans, etc.

4. Legal and Financial Support: This category is one of the most important for success, driving fitness professionals to pay close attention. Having relationships with good lawyers and CPAs can have a dramatic impact on your business. Legal issues, tax problems and financial mismanagement are only going to be costly in the long-term.

money out for personal use. Mixing business and personal expenses needs to be avoided. This makes it difficult to invest more in the business or save for the future.

For example, paying for an expensive car or elaborate meals out can bleed the business of cash. To combat this, establish a “reasonable” salary and decide to live on a budget. You can always pay yourself more

5. Technology and Software: The right software can add efficiency and enhance the client experience. With that said, make

as the operation becomes more profitable.

Once the “personal house” is in order, it’s time to look at the business.

sure it’s in your budget and fits within the values of your business. If you’re starting out and don’t have any clients, you prob-

Carefully analyzing your budget and maximizing spending in these areas will help ensure long-term success and sustainability

ably don’t need an elaborate software system to onboard clients.

in your career. Additionally, this will help you to better serve your clients. Skimming on essential areas will only come back to cause

fit into the overall plan. When purchasing equipment, ask yourself if you really need it. Will it bring in new clients or enhance

6. Subscriptions: Subscriptions (even lowcost ones) can quickly add up. Make sure the subscriptions you have are being used

more problems in your business and your relationships with your clients.

the experience of current members, leading to better retention? If it checks the boxes and fits into the overall plan, then by

and adding value to you and your business.

2. Equipment and Supplies: Regardless of how much you want something, it needs to

all means, go for it!

Other than these categories, keep an eye on things as a whole. It’s easy to overspend in areas you’re not paying attention to. For

3. Marketing and Advertising: At some

example, check and make sure that you’re

point, investing in marketing is necessary.

With that said, it doesn’t need to “break the

not paying too much in liability or workers compensation insurance.

Billy Hofacker has been a personal trainer for over 25 years and is now passionate about helping Fitness Professionals become financially fit. Billy now lives 1,000 miles from his facility. He is the the host of the leading financial podcast for Fit Pros, Your Fitness Money Coach Podcast. You can learn more by listening to the podcast or by visiting www. yourfitnessmoneycoach.com.

WINTER 2023 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 19

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FEATURE ARTICLE

By Elena Biedert

MamaFitnessCoaching.com

IT’S ALL ABOUT THE EXPERIENCE

How to create the best journey for your clients — beyond effective training and nutrition plans | By Elena Biedert

A

s a fitness professional, you’ve probably mastered the art of crafting tailored training and nutrition programs for your clients. But in a field as competitive as fitness coaching, exceptional services alone won’t set you apart. Every good coach would offer

1. Understand Your Ideal Client (Persona) Just as user experience designers create personas to empathize with their target audience, understanding your ideal client is crucial. What are their goals, motivations and pain points? How do they speak with others and to themselves? What do their

Think about different touchpoints your prospective and existing clients might have with you. For example, what emotions and impressions would they have if they went to your website or social media? How well is your service working, including all the apps or tools you use? What do they think about

great service by default! To truly distinguish yourself, it’s important to focus on creating a holistic and outstanding client experience,

days look like?

Tailor your coaching, branding and social media posts to meet their unique needs,

you and your coaching after they’ve finished working with you? Everything matters, and everything is a part of the overall customer

from the moment they discover your services to their last workout session and beyond.

Now, as a user experience and usability

which will result in a more fulfilling experience for your clients.

experience.

professional who has worked in big tech companies and design agencies, I draw my inspiration from this field to ensure my clients

2. Craft a Fun and Engaging Journey Make your client’s experience enjoyable right from the start. This means not only de-

Similar to how usability experts rely on user feedback, seek continuous input from your clients. What’s working well? What could be

have the best possible journey. This helped me not only to become an award-winning coach but, most importantly, to inspire and fascinate

livering effective workouts but also creating a fun and engaging atmosphere. Whether it’s through motivational messages, varied

better? Don’t simply change your services or even branding to what you like, but actually ask your customers for their feedback.

my clients. Let’s talk about how you can create the best journey for your clients so that they will want to work with you and only you!

exercise routines, or an uplifting community, ensure your clients enjoy every step of the journey.

Sometimes, the best features and things we, as coaches, are mostly proud of are not really helpful to our clients.

3. Continuously Improve Based on Feedback

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SOMETIMES, THE BEST FEATURES AND THINGS WE, AS COACHES, ARE MOSTLY PROUD OF ARE NOT REALLY HELPFUL TO OUR CLIENTS. Use this feedback to refine and enhance your coaching techniques continually. Your clients will appreciate that you value their input.

5. Choose Your Virtual Assistant Wisely If you use a virtual assistant, ensure they have the skills to deliver your brand effectively. So often, I see that coaches hire graphic designers or virtual assistants who use generic Canva

from your services, and so much more!

By focusing on these principles, you can create the best experience for your clients that goes far beyond simply delivering effective training and nutrition plans. It’s about

4. Build a Strong Brand Your branding is like the user interface of your fitness coaching business. It should be

templates. These may look appealing but have such poor readability because of the bad choice of fonts, colors with not enough con-

crafting a personal, engaging, and enjoyable journey for your clients, resulting in not just physical transformation but also empower-

appealing, but more importantly, it should convey a clear and consistent message about your services. Strong branding builds trust

trast, or the design itself. Invest in professional design and content creation to provide a polished and readable client experience. There

ment and lasting well-being.

and recognition in your field.

When I say brand, though, I’m not talking about your logo and the colors you use on

are also plenty of free tools that can help you to check such things as readability or contrast.

your website or business cards. Your brand is also you, and it’s the voice you use in all your messages and copy of your website and social

6. It’s Not Just About the Program While the training program is crucial, remember that the experience your clients

media posts. Define your brand’s personality, the character, and the tone of your brand as perceived by your audience. And apply it

receive from working with you goes beyond it. It’s about the motivational messages you send, the quality of communication, the

consistently in everything you do along all the touchpoints of your client’s journey.

support network you offer, and the sense of belonging, achievement that clients gain

Elena Biedert is an award-winning pre- and postnatal coach, internationally published author and model. Driven by her son’s traumatic birth with an unexpected c-section that almost took her life, Elena founded “Mama Fitness Coaching“ to support other mothers. With a holistic approach, Elena focuses on helping new mothers recover and reach their fitness goals post-pregnancy, so that they can feel confident and strong without sacrificing important time with their loved ones. You can learn more at mamafitnesscoaching.com or contact Elena on Instagram: @mamafitnesscoaching.

WINTER 2023 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 21

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FEATURE ARTICLE

By Brandon Hyatt

3 LOADED EXERCISES FOR STRONG AND MOBILE HIP FLEXORS

Enhance your clients’ hip function and stability and open doors to increased mobility, power and core strength | By Brandon Hyatt

S

trong and mobile hip flexors are essential in daily living activities,

range of motion. However, finding exercises that meet these needs can be challenging.

sive overload through a full range of motion.

These can be programmed when clients are

gait and sports performance. Hip flexion strength and range of motion impact lumbar stability, which is needed

An internet search for hip flexor exercises will primarily result in countless bodyweight exercises with very little range of motion or

ready to apply some load and a more extensive range of motion. If a client is unprepared for loaded movement, they can perform these

to avoid posterior pelvic tilt, commonly called a “butt wink,” in the end range of a squat.

In today’s world of tight hips, many clients

lower body compound movements that do not quite directly train hip flexion. As effective as these are for some aspects of improving

exercises with their body weight: 1. Single-leg Hip Flexor Curl-up 2. Prone Cable Reverse Squat

can benefit from training direct hip flexion with progressive overload through a full

hip function and general fitness, they do not entirely train direct hip flexion with progres-

3. Single-knee Raise (hanging, standing or bridged position)

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Set-Up 1. Begin with a secure flat bench or box be-

Single-Leg Hip Flexor Curl-Up

tween 18-24 inches high.

2. Secure one foot to the floor, for example, with a heavy enough dumbbell (at least 1/3 bodyweight).

3. Sit on the bench or box with enough surface area behind the glutes to support the lumbar spine when descending.

4. Choose a loading implement to hold in one hand (suggested start with a five-pound ball or weight).

Cues  Compress the core using the abdominals

Finish

Start

to pull the rib cage down and remove any extension in the lumbar spine.  While remaining compressed, descend the trunk backward, maintaining a 45-degree angle in the non-secured ankle, knee, and hip.  The non-secured leg moves with the trunk at all times as one solid unit.  On the same side as the non-secured leg, reach the arm backward during the decent.  Flex and extend the hip through a full range of motion.  The only joint with motion is the hip in this exercise on the secured leg side.

Finish

Start

Prone Cable Reverse Squat If no harness-like equipment is available, use the handles of the dual cable machine to fasten the feet. Other equipment that work well with this exercise are: TRX, dual foot strap or thick looped resistance band.

Set-Up 1. Fasten cables to the ankles or lower foot using the desired harness.

2. Have at the ready a weight to hold in the lat pullover-ready position to keep shoulders on the floor.

3. Lay down and pull at least six inches of cable

Start

Finish

Start

Finish

out.

Cues  Compress the core by driving the low back onto the floor; optional, elevate the shoulders partially off the floor.  While maintaining a compressed core, perform a squat-like motion with the legs.  Flex and extend the hips through a full range of motion by pulling the legs towards the chest, maintaining a 45-degree angle in the knees and ankles.

WINTER 2023 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 23

Kettlebell Single-Knee Raise Of the three exercises, this one has the most versatility regarding training in variable positions. These include:  Standing on an elevated surface,  Hanging  Bridging with the shoulders on a bench and supporting the leg on another bench In terms of loading modalities, this exercise can utilize: cable, kettlebell, ankle weight or resistance band.

Use caution with the kettlebell by keeping it secure on the foot. Ankle plantar flexion helps place the kettlebell in a secure position.

The previous modalities are advantageous because their load can easily be increased or decreased.

Start

Start

Finish

Finish

Set-Up  Choose the variation of position.  For standing, stand on an elevated surface that allows full clearance of the weight on the working leg as it descends (stand next to something you can hold for balance if needed)  For hanging, grab the bar.  For bridging, place shoulders on a bench as if setting up for a hip thrust, place the supporting foot on the edge of a bench in front, then bridge the hips.

Cues  Compress the core by lowering the ribcage and removing the extension from the lumbar spine.  If hanging or standing, maintain non-working hip and knee at 45 degrees.  If bridging, bridge the hips with the supporting leg on the bench.  While maintaining a compressed core, flex and extend the working hip through a full range of motion.

Start

Finish

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What Are the Specific Benefits?

Many clients have tight hip flexors, but typical

gluteus maximus activation and lower gluteus maximus: biceps femoris co-activation.

and stability and open doors to increased mobility, power, and core strength. These

hip flexor exercises have a limited range of motion. This results in the client’s hip flexors getting stronger and tighter in that shortened

Research has shown wide application to improving hip flexion strength and mobility, including increased sprint, running and

exercises effectively combat issues such as the dreaded “butt wink” during squats and tight hips while saving time and contributing

position. A common belief is that “clients should only stretch tight hip flexors because strengthening them will only worsen the

agility performance in athletes, enhanced locomotion in the aging population and lumbar bone loss prevention in the osteoporosis

to a more comprehensive approach to hip flexor training.

These tools are invaluable for athletes and

tightness.” However, this is not a concern when hip flexion is strengthened through a full range of motion since tension is applied in a much greater lengthened position.

population.

Here are the specific benefits of the exercises covered:  Increase active hip flexion range of motion

fitness enthusiasts, ensuring their hip health and overall fitness reach new heights.

The great thing about these three hip flexor exercises is that they can be progressively overloaded and take hip flexion through an

 This decreases “butt wink” or posterior pelvic tilting during squats  Increase hip mobility

Brandon Hyatt, MS, CSCS, NFPT-CPT, NASM-CES, BRM, PPSC is an experienced leader, educator,

extensive range of motion. The full range of motion allows a significant stretch to be placed on the hip flexors every single rep, effectively lengthening and strengthening simultaneously!

According to a study in the International Journal of Sports Physical Therapy, tightness and weakness in the hip flexors exhibit less

 Increase hip flexion power and strength  Strengthens other core muscles, such as the abdominals  Increase in motor control when stabilizing hips and spine with the abdominals instead of back extensors during hip extension Incorporating these exercises into clients’ routines will enhance their hip function

and personal trainer with over 7 years of success in building high-performing fitness teams, facilities and clients. He aspires to become a kinesiology professor while continuing to grow as a professional fitness writer and inspiring speaker, sharing his expertise and passion. He has a master’s degree in kinesiology from Point Loma Nazarene University.

His mission is to impact countless people by empowering and leading them in their fitness journey.

WINTER 2023 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 25

FEATURE ARTICLE

By Aesha Tahir

ToneAndStrengthen.com

THE BALANCING ACT Navigating body composition for performance and vanity goals | By Aesha Tahir

I

n a world where social media is inundated

beyond the superficial focus on six-pack abs,

with posts about perfect bodies and aesthetics, the pursuit of effective weight for performance has become a challenging

fad diets and overtraining, let’s delve into the scientific principles, effective strategies and mindset shifts necessary to adopt a compre-

feat. Navigating the path to a body weight for achieving a body composition for performance is a multidimensional journey. Going

hensive approach necessary to achieve a body composition that promotes both performance and overall well-being for your clients.

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Body Composition: The True Assessment of Health While using the bathroom scale can be useful for tracking weight, it’s important to remember that it might not give you the full picture of your client’s overall health, especially their peak performance ability. Body composition

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into your assessment tools becomes very important if you want to make accurate health recommendations for your clients.

There are many ways to conduct body composition analysis such as using skinfold calipers, hydrostatic weighing, bioelectrical impedance, air-displacement plethysmography and 3D body scans. The data collected from body composition analysis can accurately show changes in fat mass, muscle mass and body fat percentage which can help your client see the value of your services as a fitness professional.

The most common readings of a body composition analysis are: Percent Body Fat: This is a critical reading of body composition analysis. It is the ratio of total fat mass to total body weight. Too high of a body fat percentage can damage

and cardiorespiratory endurance, speed and agility.

Total Body Water: This includes the intracellular water and extracellular water.

This reading is key indicator of hydration level of your clients. Water is needed for transportation of nutrients, to regulate body temperature and eliminate waste.

The amount of fluid consumption depends on the climate and the amount of physical activity undertaken by an individual. Experts suggest consuming a minimum of two liters of fluids daily. Men on average have a Total Body Water reading of 55-60%, while women have a reading of 50-55%.

Muscle Mass: This is the total of skeletal muscles, smooth muscles like body organs and the water contained within them. High muscle mass increases the calorie expenditure at rest leading to a better basal metabolic rate.

Increasing the muscle mass and decreasing

your clients long-term health. Reducing this percentage leads to lower risk of high blood pressure, heart disease, type 2 diabetes and

fat mass is the healthiest way to lose weight and increase performance for your clients.

It enhances movement ability like jumping,

many types of cancer. Body fat percentage is influenced by various factors, such as sex, age, fitness level and lifestyle. (See Figure 1

skipping and changing directions as well as cardiovascular ability and reduced injury rate.

It is also the best anti-aging mechanism.

your client’s health.

Two clients at the same height and same total body weight can have very different

for standard medically accepted fat percentage ranges, proposed by American Council on Exercise.)

Keep in mind, if your client is exercising at a high intensity their muscle mass will increase which can lead to a higher total body weight,

performance levels and health because they have a different body composition. Since muscular tissue is denser than fat tissue,

Lower body fat percentage doesn’t only lead to lower health risks but is also critical for improving your client’s athletic

but this increase will not raise their health risk of chronic diseases. So, it’s important to monitor different aspects of total body weight.

relying solely on total body weight and body mass index (BMI) readings doesn’t provide an accurate reflection of your clients’ overall

performance. The National Strength and Conditioning Association (NSCA) has found that reducing nonessential body fat can

These results can be one of the most powerful tools to help you gain insights about your client’s body fat, muscle, water, metab-

health. Including body composition analysis

enhance performance related to muscular

olism, health, aging and performance levels.

What Is Body Composition Analysis?

takes the understanding of your client’s weight a step further by breaking down the total weight into the percentage from fat, muscle, bone and water. Among these biomarkers, the body fat percentage is of most importance because it is a true indicator of

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Understanding the Impact on Performance To some degree, body composition determines all fitness components. A high muscle mass and low body fat percentage leads to strength and power development.

From a performance perspective, excess body fat lowers the work-to-weight ratio.

A person with a high fat percentage would use more energy per minute of work, leading to lower energy efficiency during physical activity.

Excessive body fat is a major barrier to good form and optimal joint range of motion.

As a result, it limits endurance, balance, coordination and movement capacity.

Surplus body fat also loads our joints during weightbearing activities such as running. Healthy body fat percentages enhance economy, improve range of motion and minimize the risk of injuries, which optimizes performance.

Although, body fat percentage should be kept in check, too low body fat can be harmful.

more interruptions in training and delay in achieving performance goals.  Low estrogen levels in female clients

they achieve a goal, it not only boosts their confidence but also serves as a motivating factor to continue their fitness journey.

leading to low bone density and high risk of fractures.  Fertility issues for men and women since fat

2. Explaining Weight Dynamics: Improved body composition is never linear.

Weight management is dependent on many

is essential for regulating reproduction and development of the human sex organs.

Aesthetic goals are often subjective and focus

factors including genetics, age and hormonal fluctuations influence in response to diet and exercise. Educating your clients on the

solely on looks. They aren’t the best indicator for measuring progress because they don’t account for change in body composition.

complexity of weight dynamics will empower them to approach their goals with patience and realism.

On the other hand, performance goals are objective and measurable. Some of the performance goals can include improved

3. Mindset Shift: Healthy weight starts with a healthy mindset. Shift your client’s mindset from the weight on the scale to

strength, aerobic and muscular endurance, speed, mobility, agility or power. These goals can be based on skill level like performing a

improved body composition. Help them focus on improved nutrition and lifestyle to enhance performance and lower health risks.

4. Encourage Protein Consumption: Many of our clients don’t eat enough protein which leads to low muscle mass. Encourage a healthy amount of protein consumption.

Protein improves metabolic rate and is a vital building block of muscle.

5. Optimize Their Training Plan: Create a training plan that optimizes total body fat loss. Prioritize the complex resistance exercises like squats, bench presses and deadlifts. These exercises engage multiple muscle groups and burn significant calories in a shorter duration. These also prompt the release of growth hormone, a potent natural fat-burning compound, resulting in enhanced fat loss.

Aesthetic goals are often subjective and focus solely on looks. They aren’t

Dangers of Prioritizing Aesthetic Goals

the best indicator for

Often people come to fitness professionals with goals centered on physical appearance.

Holding onto an idealistic body image leads to frustration and low self-esteem. Obsessing over physical appearance can quickly lead to eating disorders of a wide variety.

Aesthetic goals can be motivating, but it can also tip the scale in other direction with too much fat loss.

A negative reputation precedes body

measuring progress

fat which plays important role in the overall functioning of the body, such as in digestion and energy metabolism. Fat is used as fuel for energy and regulates body hormones. They also have a structural role of maintaining nerve impulse transmission, memory storage and tissue structures as well.

It is important to consider the health goals of your client to gauge the fat loss required for your clients. Prioritizing aesthetic goals can lead to dangerously low levels of fat.

There are several risks associated with too

because they don’t account for change in body composition. body weight pull-up or a handstand.

Striking a Balance: Tips for Fitness Professionals As a fitness professional you can help your clients navigate the path to effective goal-set-

Striving to meet unrealistic body ideals can have negative effects on both mental health and overall well-being. To promote sustainable weight management and improved performance, it is crucial to set trackable, performance-based goals with clients. By focusing on changing body composition, you can effectively navigate potential pitfalls

ting and enhanced wellbeing. Here are some steps you can take to ensure a safe health journey for your clients: 1. Setting Performance Goals: It is

along their well-being journey.

important to set goals which are sustainable, measurable, achievable, realistic and timely.

Aesha Tahir is an exercise scientist and has many

little body fat:  Extremely low body fat impacts our immunity which leads to increased risk of

Performance goals are SMART goals. By focusing on improving specific metrics, like increasing muscle mass, running faster, or doing five pull-ups, clients can maximize the

injury and illness. More sick days means

benefits of their training programs. Each time

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years of experience in the fitness industry as a personal trainer, professional educator and entrepreneur. She is the founder and operator of ToneAndStrengthen.com. She has helped many clients reach their fitness goals and attain better posture.

Aesha is also guest DEI columnist for PFP. Follow her on IG @tone_and_strengthen.

MEET OUR DEI CONTRIBUTORS To read these columns in their entirety, please visit PersonalFitnessProfessional.com.

Create Exceptional and Inclusive Experiences As personal trainers, instructors and coaches we are in a unique position to make a difference to lift the veil of representation. This is not just done in management, marketing, staffing and onboarding, but through the way we actually coach in live settings. The ability for instructors to embrace and execute coaching actions and language can be an absolute game-changer for increasing the likelihood that people feel like they belong.

Sheldon McBee | WorkplaceCultureWorkout.com Sheldon McBee MS, is an Executive Director for Universal Athletic Club based in Lancaster, PA. He has a Masters in Human Nutrition, is an ACE certified Personal Trainer and has over 20 years of experience in health and fitness. Sheldon is an experienced international presenter, lecturer, business consultant, fitness content developer and personal training director. He has presented at IHRSA, IDEA, SCW, CanFitPro, and has been featured in numerous industry publications. He currently sits on the CanFitPro and Club Solutions Magazine Advisory Panels.

Be the Reason Someone Feels Seen, Heard and Supported 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.

Julio Salado | FitnessFoundry.net 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.

It takes all of us to create lasting change.

You, too, can be part of the change.  What actions are you or your organization taking when it comes to serving underrepresented groups?  What initiatives have been successful that others may want to implement?  What experience(s) do you have that could make a difference in future DEI efforts?  What knowledge do you have that could impact thousands of fitness professionals?

Unraveling the Distinction Between Fitness Professionals and Fitness Influencers As you embark on your fitness journey, it is crucial to recognize the difference in these two roles. Make informed choices based on your individual needs and goals. Collaborating with fitness certified professionals and maintaining an enthusiasm for health and wellness will lead you to a successful career in this rewarding industry.

Email erin.e@rbpub.com if you are interested in contributing a DEI column, or if you know of someone else who might be.

By Gail Bannister-Munn | TheBannisterMethod.com Gail works as a flexibility, yoga and Pilate’s coach with the NY Jets football team as well as professional basketball. She currently holds certifications in several different disciplines, including NASM, AFAA, Fascial Stretch Therapist L3, Yogafit 500 hours, AFAA, STOTT PILATES® Mat 1 & 2, Powerhouse Mat Pilates I & II, and is an NASM and AFAA continuing education provider, which enhances her coaching abilities to her athletes, staff and her classes.

Let your voice be heard and be the change you wish to see.

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