ANNUAL EDUCATION & EVENT PLANNER PAGE 24
LOOKING AHEAD 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM
2019 TRENDS & PREDICTIONS ARE YOU SELLING PROGRAMS OR PACKAGES?
JOURNEY TO SUCCESS DAVID LYONS: STRONGER THAN THE BATTLE
LOOKING AHEAD:
2019
PFP ONLINE Visit
www.PersonalFitnessProfessional.com VOLUME 20 | ISSUE 5 PRESIDENT
FEATURES
chad griepentrog | chad.g@rbpub.com PUBLISHER
josh vogt | josh@rbpub.com AUDIENCE DEVELOPMENT MANAGER
rachel spahr | rachel@rbpub.com NATIONAL SALES DIRECTOR
josh vogt | josh@rbpub.com EDITOR
lindsay vastola | lindsay@rbpub.com MANAGING EDITOR
mike beacom | mike@rbpub.com CREATIVE DIRECTOR
kelli cooke | kelli.c@rbpub.com CONTRIBUTING WRITERS
jill ruth rooks FEATURED COLUMNISTS
Taking the Entrepreneurial Leap
Business on a Budget
Land on both feet and set yourself up for success By Andrew Simpson
Bootstrap your new business By Detric Smith
OUR ONLINE COLUMNISTS
david crump, lisa druxman, shannon fable, rick howard, melissa knowles, greg vaughn
RB Publishing Inc. P.O. Box 259098 Madison WI 53725-9098 Tel: 608.241.8777 Email: rbpub@rbpub.com Print Subscription Information Subscriptions are free to qualified recipients: $36 per year to all others in the United States. Subscriptions rate for Canada or Mexico is $60 per year, and for elsewhere outside the United States is $80. Back-issue rate is $5. Send subscriptions to: By mail: PFP, P.O. Box 259098 Madison WI 53725-9098
Career Builder by Brandi Binkley
Entrepreneur by Jim White
Social Media Strategy by Scott Rawcliffe
INDUSTRY STATS Nearly one out of five Americans belong to at least one health club. - IHRSA That leaves plenty of opportunity to help the other four of five Americans!
VIDEO
by Joe Drake
SOCIAL MEDIA
Exercise of the Week Visit our website or YouTube channel to view weekly instructional videos from some of the most respected names in the fitness industry.
pfpmedia pfpmedia pfpmedia pfpmedia
EXTRA Editor’s Top 10 Hire without a resume By Lindsay Vastola
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Business Performance
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Tel: 608.241.8777 E-mail: rbpub@rbpub.com Fax: 608.241.8666 Website: www.PersonalFitnessProfessional.com Digital Print Subscription Information Digital Subscriptions to PFP are free to qualified recipients and may be ordered at www.PersonalFitnessProfessional.com/subscribe. Reprints For high-quality reprints, please contact us at 608.241.8777 All material in this magazine is copyrighted ©2018 by RB Publishing Inc. All rights reserved. Nothing may be reproduced in whole or in part without written permission from the publisher. Any correspondence sent to PFP, RB Publishing Inc. or its staff becomes property of RB Publishing Inc. The articles in this magazine represent the views of the authors and not those of RB Publishing Inc. or PFP. RB Publishing Inc. and/or PFP expressly disclaim any liability for the products or services sold or otherwise endorsed by advertisers or authors included in this magazine. PFP is published five times per year Winter (February), Spring (April), Summer (July), Fall (October) and Solutions Guide (November) PFP (ISSN 1523-780X) [Volume 20, Issue 5] Published by RB Publishing Inc. 2901 International Lane, Suite 100 Madison WI 53704-3128, Tel: 608.241.8777 Periodicals postage paid at Madison WI and additional offices. Postmaster: Send address changes to: PFP | P.O. Box 259098 | Madison WI 53725-9098.
LETTER FROM THE EDITOR Lindsay Vastola
lindsay@rbpub.com
Lack of awareness or conscientious avoidance?
T
his October, PFP hosted our first LIVE day-long workshop, Take the Leap: From Fitness Trainer to Business Owner. The agenda for the day was arranged in such a way that we layered the key components of a successful fitness business. I started the day talking about business model creation. Melissa Knowles of GYMHQ discussed best practices including proper licensure and employment classification. Ryan Ketchum of Fitness Revolution shared the Triple A Marketing Method to attract ideal clients, and Mark Nutting, founder of Jiva Fitness, tied it together with effective sales strategies. Regardless of the topic being presented, I made a few observations based on discussion and conversation — some positive, some concerning — that I believe are revealing of where we may see the industry go over the course of the next several years, particularly for independent fitness businesses: A positive: There continues to be an avid optimism of those who want to start a business, particularly open a studio or facility. A positive: Entrepreneurial-minded fitness professionals are valuing and investing in information, resources and strategies to help them be successful business owners. A concern: A lack of awareness of the basic fundamentals of running a sound business, such as how imperative it is to have a plan and model for the business; understanding proper licensure and law-abiding practices; application of sound marketing and sales systems. While this lack of awareness is likely not deliberate, it likely happens because the primary motivation to open a business is a passion for training, not an equivalent passion for and understanding of business operation. A concern: A conscientious avoidance of tasks and responsibilities of a business owner like avoidance of proper contractor/employee classification; vigilant tracking of critical financials; or not creating a sound business plan. This conscientious avoidance on the part of the business owner is likely due to a lack of interest, failure to prioritize correctly, or simply not having the knowledge or resources to execute. As you read through this last issue of 2018, I encourage you to ask yourself two questions: Are you diversifying your learning to include both practical training education as well as career and business development? As important, are you addressing the critical responsibilities in your role that could make-or-break it for you amid a rapidly changing industry? I am very optimistic about the potential and possibility offered us by this great industry. However, the reality is that we are at a tipping point, particularly for independent fitness businesses. As more fitness businesses and studios saturate the market, those who may have been able to survive on passion alone are unfortunately likely to be pushed out by influencers with solid business practices. This is exactly why PFP has been at this for 20 years now – we’re dedicated to helping you prosper and continue to pursue limitless possibilities even in the face of challenging times. Cheers to closing-out a great year and entering an even greater one,
P.S. Hopefully you’re setting aside time before year-end to set your goals and also plan your continuing education for the year. Be sure to reference our annual continuing education and conference calendar to help you plan!
Thank you, Josh Bowen, 2018 PFP Trainer of the Year, for your knowledge, advice and leadership! Read Josh’s columns on fitness entrepreneurship on our website.
ARE YOU RAISING THE BAR IN THE INDUSTRY?
Apply today for the 2020 PFP Trainer of the Year award!
www.PersonalFitnessProfessional.com
CONTENTS
Volume 20 | Issue 5
12
18
JOURNEY TO SUCCESS
WHAT WILL BE SEEN IN 2019?
David Lyons Stronger than the battle: The unexpected crossroads of giving up or rising up Lindsay Vastola
Industry trends and predictions Lindsay Vastola
24
16
2019 EDUCATION & EVENT PLANNING CALENDAR
PROGRAMS OR PACKAGES? Which is better for your bottomline? Jill Ruth Rooks
Lindsay Vastola
DEPARTMENTS
05
LETTER FROM THE EDITOR
Lack of awareness or conscientious avoidance?
Lindsay Vastola
07
PROFILE
Not another gym franchise
Fitness Together
08
LEADERSHIP
Rethink “What’s next”
Shannon Fable
10
BEST PRACTICES
Don’t ignore this critical employee form
Melissa Knowles
10
MINDSET & MOTIVATION
UP-LEVEL YOUR CAREER
David Crump
Greg Vaughn
Don’t forget about the wins
6
09
Tell better stories
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5 REASONS YOU’RE NOT MEETING YOUR SALES GOALS Strategies to boost your sales performance
Michael Gelfgot
22
THE MESSAGE
Melody Schoenfeld
28
NEW ON THE MARKET
The latest trends in fitness equipment
29
EDUCATION TRENDS
The future direction of influencing the industry
Rick Howard
30
BE BETTER
Looking ahead to 2019
Lisa Druxman
PROFILE: FITNESS TOGETHER fitnesstogetherfranchise.com
303.663.0880
info@fitnesstogether.com
NOT ANOTHER GYM FRANCHISE
F
ounded in 1996, Fitness Together® was born out of a trainer’s need to take control of his future and fulfill his entrepreneurial desires. Since that time, Fitness Together® continues to inspire its owners and clients to propel their future and live their best lives. Fitness Together® is the premier private-suite personal training studio offering clients a custom fitness and nutrition experience. Unlike other fitness concepts, Fitness Together® targets a specific niche of upscale clientele with a strong need, not just a desire, for the service we provide. The simple model is backed by a franchise system with a 20+ year track record of marketing and operations support. There are tens of thousands of gyms and health clubs out there. This is not one of them. We are truly changing lives by helping people set and stick to their fitness and health goals.
THE MODEL Fully-equipped private workout suites (3-room setup) Small manageable footprint (1500-2000 sq. ft) Simple build out & minimal equipment package $147,000 - $192,400 total initial investment No traveling to clients or hauling equipment 4-5 employees = scalable multi-unit concept This business was started to help owners and clientele succeed beyond their wildest dreams. Fitness Together® offers support with site selection, studio design, construction, training, marketing, and day-to-day operations. As an owner you get access to not only the support center’s experience and knowledge, but the entire franchise community. Now is the time to take control of your future and learn more about owning a personal training studio today.
MINDSET AND MOTIVATION David Crump
www.davecrump.com
Don’t forget about the wins
W
henever December rolls around, I can’t help but take a couple moments to reflect and tally my wins and losses for the year. The funny thing is that no matter how many wins I’ve racked up, I still seem to spend most of my time focusing on the losses or areas where I fell short. Maybe I’m just hyper-competitive or lack the ability to be satisfied, but I’m willing to bet that if you’re the type of professional reading this, then you can probably relate to this bittersweet feeling of fleeting accomplishment. Being a coach is hard. We carry a ton of responsibility on our shoulders; client goals and expectations, career ambitions, and balancing a chaotic schedule while trying to maintain some semblance of a personal life. We rush through every year trying to reach each new checkpoint in a never-ending race with an invisible finish line that we have dubbed success. We get so focused on hitting these milestones that instead of stopping for a moment to have a small celebration, we continue on and build up fatigue from the journey. We promise ourselves that even though we’re tired, it will all be worth it when we reach the destination and can then rest as long as we want. But what if that’s not true? What we believe success is today will likely change next week, next month, or even next year. That finish line is a moving target. It has to be, and we have to do our best to adjust our mindset to that reality. Much like we tell our clients to celebrate the small victories, we too must find comfort in even the humblest of our achievements. This is the only way we can find happiness in where we’re going and where we’ve been. As we round out another year, take a moment and reflect, but rather than keeping score, pat yourself on the back for how far you’ve come and how many lives you changed. It’s ok to recap experiences that didn’t go your way but use them as guidance and approach the next year with optimism. No matter where you are, the best is still yet to come.
David Crump is an entrepreneur, fitness business consultant, and NSCA certified personal trainer. Since entering the fitness industry in 2006 he has climbed the ranks of corporate management, opened multiple fitness facilities, and helped hundreds of clients improve their lives. Additionally, he owns and operates Spark Fitness, a private training facility in Orlando, Florida, and works with trainers around the country to help them achieve their dream of opening their own gym.
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LEADERSHIP Shannon Fable
www.shannonfable.com
Rethink “What’s next”
S
eems like no matter your stage of life, someone is always asking you, “What’s next?” This is often directed at personal trainers. The question, “What’s next?” begs you to consider your next steps. It’s often accompanied by conversations of growth, change, and opportunity – all good things. But, more often than not, “What’s next?” implies there is a next step beyond where the trainer is; that being a personal trainer at a club and servicing clients is merely a stepping stone versus a viable, long-term post. We should always be striving to be better, but being a personal trainer is ripe with opportunity even if you never move into management, open a studio, or create a best-selling product. The world needs more personal trainers. Better personal trainers. Full-time personal trainers. Seasoned personal trainers. We have a lot of people we need to get moving. For many, the traditional health club is their first step. Whether it’s a privately held club, a community rec center, the local YMCA, or a low-cost club, this is where many get started. It stands to reason that we need to increase the number of quality personal trainers in these areas. Instead, we are often led to believe this is just where to get started, to cut our teeth, and to make mistakes. This leads to a revolving door in the very place where clients (and, more importantly, potential clients) need to see consistency. We continue to learn about ways to increase income by moving on and venturing out on our own or moving into management for a better (or, at least steadier) income. While both of these career moves make sense for some, it should also make sense to stay in a more traditional personal trainer role. While there is a need for change from employers to increase earning potential, give access to benefits, offer better work conditions, we can (and should) change our internal rhetoric and explore ways to stay ‘in the trenches.’ “What’s next?” should lead you to look down the road at what makes the most sense. It might lead you to management, to venturing out on your own or creating products. But it may also stir conversation around how you can do more where you are. The next time you hear, “What’s next?” explore how you can move deeper into this profession to positively impact the most lives possible.
Shannon Fable, 2013 IDEA and 2006 ACE Instructor of the Year, is VP of Fitness Programming for the FIT4MOM® franchise. For more than two decades, she has consulted for impressive brands including Anytime Fitness, Schwinn, Power Systems, and BOSU®. An experienced educator, writer, and certified Book Yourself Solid® Business Coach, she helps fitness pros navigate the industry and make more money. She is Vice Chair of the ACE Board of Directors and owner of GroupEx PRO®, a cloud-based management tool.
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BEST PRACTICES
CAREER ACCELERATOR
Melissa Knowles
Greg Vaughn
www.gymhq.club
Don’t ignore this critical employee form
I
10
www.redefiningfitness.libsyn.com
Tell better stories
T
mmigration and Customs Enforcement (ICE) wants employers to understand that the agency will increase Form I-9 audits, conduct more worksite raids and promote involvement in the government's voluntary compliance program (E-verify). Audits are expected to increase 4000%. It’s also important to note that civil penalties associated with violations have increased. Current penalties are between $224 and $2,236 per violation (per employee). Now more than ever, it is vital that employers ensure that Form I-9s are being completed accurately and on time for each new employee. First, ensure that any new employee hired has a proper I-9 completed. Next, conduct an audit of what you have on file for current staff. If you’re missing an I-9 for an employee, ask the employee to complete Section 1 of the I-9 immediately and present documentation as required in Section 2. The new form should be dated when completed, never backdated. You should provide the employee with a copy of the I-9 and any accompanying paperwork. Then ask the employee to provide correct or updated documentation. In either case, if an employee cannot present proper documentation, you should terminate the employee immediately. If you don’t, you risk penalties for “knowingly” continuing to employ an unauthorized worker. Be sure to apply this strict termination policy consistently to avoid potential claims of discrimination. You may not correct errors or omissions in Section 1 of the form. If you discover a problem in Section 1, ask the employee to make the correction. Employers may only make changes in Section 2 or Section 3 of the I-9. The time you take now to review your personnel files and ensure a solid process for reviewing the I-9 when onboarding new team members will more than pay off should you face an audit. The few minutes you spend reviewing the I-9 forms could potentially save you thousands of dollars in the future!
he secret to effective marketing is simply to tell better stories. Stories are an effective way to connect with your audience. Over time, stories will communicate the ins and outs of your brand. A good story has five components: introduction, characters, setting, plot and conclusion. Good stories suck you in with a good introduction. Work on finding out what catches your audience’s attention. Comedy, action, questions, or powerful images all can work great. People like characters they can relate to. Share stories about yourself, your coaches, and especially your clients. Let your audience take a journey into your world to see if they could fit somewhere. The gym is obviously an easy setting for us to share stories. However, the impact we have on clients outside of the facilities is truly why we do what we do. Carrying groceries or taking stairs with more ease, keeping up with kids and grandkids, finding the confidence to wear a bikini on the beach again… these are extremely powerful settings that relate back to the story of your brand. The plot is the internal make-up of each story, and part of your ongoing story. Share both big and small stories. Be sure you convey why it is significant to that client. A strong conclusion can keep the story of your brand ongoing. Let your audience know that this isn’t the end and be sure there is a lasting impression that leaves your audience wanting more. Wrap it up with a call to action or statement that lets them know what to expect next. Tell a better story by taking your statements and facts and make them into intriguing stories. Instead of, “Check out Jen deadlifting over 200 pounds!” share her story of success: “When Jen walked in a year ago, she never thought she would be able to find strength, empowerment, and confidence from a workout program. Today, she came in and crushed a 200-pound deadlift, a new personal best! Leaving the gym with a huge smile, and an even higher confidence. If you see Jen out and about today, be sure to congratulate her on her success!” Build a better business by telling better stories!
Melissa Knowles is Vice President of GYM HQ, providing corporate services including accounting, payroll, HR and customer service for the fitness industry. In more than 17 years of industry experience her expertise includes strategic operations, staff training, cost savings analysis, reporting development and implementation, fitness department overhaul, client retention systems and corporate management. mknowles@clubready.com
Greg Vaughn is the CEO of Premier Fitness and host of The Redefining Fitness Podcast. Greg started in the industry in 2009, and has grown multiple successful fitness businesses. He is an author, speaker and strength coach for the general public.
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Journey to Success
By Lindsay Vastola
R E G N STHTARN TOHE BATTLE The un
g up or r in iv g f o s d a o r s s o r expected c
ising up
S N O Y L D I V DA
DAVID LYONS CURRENT ROLES:
Founder MS Fitness Challenge; Senior Fitness Director of MS Workouts; Vice President of Adaptive Sports UIBFF (United Intercontinental Bodybuilding Fitness Federation); Founding Partner of National Fitness Hall of Fame Institute
COMPANY: MS Fitness Challenge (the charity) and OptimalBody (my brand) FAVORITE EQUIPMENT: Keiser Functional Trainer
WHAT IS YOUR FAVORITE QUOTE OR SAYING?
“But the Lord stood with me and strengthened me...� 2 Timothy 4:17
CONTACT INFO:
www.msfitnesschallenge.com Facebook: @msfitnesschallenge Twitter: @MSFitChallenge david@msfitnesschallenge.com
S
erving more than 35 successful years in the fitness industry is noteworthy on its own merit. Being among the first career personal trainers before most even knew they existed, and before access to any formalized education or certifications, also deserves credit. Making the successful shift from personal trainer to owner of eight gyms, easily justifies recognition. Receiving multiple internationally-recognized awards; appearing on local and national TV; authoring best-selling books; keynoting at several renowned con-
ferences; pioneering a specialty fitness certification and receiving unsolicited testimonials and endorsements from well-known celebrities and countless individuals; starting a global non-profit organization, without a doubt, is also remarkable. But when someone fundamentally changes the trajectory of life for men and women facing the realities of living with an incurable, and debilitating disease like Multiple Sclerosis (MS), there is no award, no amount of global recognition and certainly no amount of business success that adequately recognizes the
immeasurable value of giving someone hope for a better life. Meet David Lyons. The achievements and accolades listed above only give a glimpse into his life and experience, both professional and personal. In 2006, at 47, David was diagnosed with MS. His diagnosis came with a picture of a grim future painted by doctors of rapid physical deterioration and daily life that would likely mean he would be bound to a wheelchair. David found himself at the crossroads of giving up to what is the reality for so many with the
disease or rising up and battling the disease for a more hopeful, healthy life. For people like David, however, the question of whether to give up or rise up isn’t a question for long. The answer is obvious. David was determined to battle the disease doing what he knows best: fitness and bodybuilding. Not only did he commit to battling the disease in the gym, but he challenged himself to compete – successfully – in an NPC bodybuilding competition. David’s quest to conquer MS didn’t stop at trying to defy the odds for himself. He elevat-
ed his determination to serve a greater purpose. Alongside his wife, Kendra, a registered nurse, they founded the MS Fitness Challenge, a non-profit that provides those with MS – at no cost – access to a certified fitness professional for a 12-week program focused on training and educating them in the benefits of exercise and nutrition along with a free gym membership. The 12-Week MS Fitness Challenge has expanded its impact globally, offering MS patients the challenge in countries including the UK, Australia, Germany, Canada and South Africa.
LOOKING AHEAD 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 13
Here is a more personal look into how David’s determination to be stronger than the battle paved the way for his ongoing journey to success. How have your experiences in your early days in fitness impacted your career over the last 35-plus years? DL: I originally entered into the fitness industry as an “instructor” at what was the largest gym chain in the ’70s to early ’80s, Jack LaLanne Health Spas. There were no certified trainers at that time in the industry. As I continued in the business, I earned a B.S. in nutrition while I achieved my black belt in Taekwondo. I then opened my first of 8 gyms in the mid-80s and expanded from trainer to trainer/gym owner. The interpersonal skills I learned over the many years interacting with so many clients and gym members were, and to this day, priceless. Learning how to adapt fitness programs to give individual results gave me the ability to ensure that all clients I worked with reached the goals they set out to achieve. Continuing year after year to engage in as much education on the science and physiology of fitness and the trends of the industry were of utmost impor-
tance to my career. These skills, education and real-life experience have enabled me to grow as a fitness professional in all aspects of this industry. Now, as a fitness/trainer educator, I know the value of education as well as life lessons that only 35-plus years in this industry can bring! What are your proudest achievements to date? DL: I have had many achievements in my years in the industry, but the most important ones began after my diagnosis with MS in 2006. That adversity laid the groundwork for the most important accomplishments I have had in fitness. I had to make a choice to give up or rise up and I chose to conquer this disease inside the gym and out. [My] achievements have been realized since that diagnosis. I have become a stronger fitness professional both as a trainer and an educator because I was placed in the public eye and I became even more accountable for my role as a positive example in the industry.
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Publication Title .............................................................PFP Publication No. ..............................................................1523-780X Filing Date .....................................................................September 13, 2018 Issue Frequency...............................................................Winter (February), Spring (April), Summer (July), Fall (October), Solutions Guide (November) 5. No. of Issues Published Annually...................................5 6. Annual Subscription Price .............................................Free 7. Complete Mailing Address of Known Office of Publication (Not Printer) RB Publishing Inc., P.O. Box 259098, Madison WI 53725-9098 Contact Person ...............................................................Rachel Chapman, (608) 241-8777 8. Complete Mailing Address of the Headquarters of General Business Offices of the Publisher (Not Printer) .....................RB Publishing Inc., P.O. Box 259098, Madison WI 53725-9098 9. Full Names and Complete Mailing Address of Publisher, Editor and Managing Editor Publisher ............................................. ...........................Josh Vogt, RB Publishing Inc., P.O. Box 259098, Madison WI 53725-9098 Editor .................................................. ...........................Lindsay Vastola, RB Publishing Inc., P.O. Box 259098, Madison WI 53725-9098 Managing Editor............................................................Mike Beacom, RB Publishing Inc., P.O. Box 259098, Madison WI 53725-9098 10. Owner (If the publication is owned by a corporation, give the name and address of
the corporation immediately followed by the names and addresses of all stockholders owning or holding one percent or more of the total amount of stock. If not owned by a corporation, give the names and addresses of the individual owners. If owned by a partnership or other unincorporated firm, give its name and address, as well as those of each individual owner. If the publication is published by a nonprofit organization, give its name and address.)
(Full Name) (Complete Mailing Address) Marll Thiede .......................................................... 2901 International Lane, Ste. 100, Madison WI 53704-3128 Gregory Rice .......................................................... Executive Management Inc. 2901 International Lane, Ste. 200, Madison WI 53704-3128 11. Known Bondholders, Mortgagees and other Security Holders Owning or Holding one Percent or More of Total Amount of Bonds, Mortgages, or Other Securities.........None 12. Tax Status...............................................................The purpose, function and nonprofit status of this organization and the exempt status for federal income tax purposes has NOT changed
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When you think about your journey as a fitness professional, what stands out most? DL: Before my MS diagnosis I was a gym owner and trainer who worked with hundreds upon hundreds of personal training clients and thou-
during preceding 12 months. 13. Publication ......................................... Personal Fitness Professional - PFP 14. Issue Date for Circulation Data......................................Summer 2018 15. Extent and Nature of Circulation ..................................B2B - Controlled a. Total No. Copies (Net Press Run) .......................... 15,456 ........................ 14,459 b. Paid and/or Requested Distribution 1. Outside-County Mail Paid/Requested Mail Subscriptions Stated on Form 3541. .................. 12,777 ........................ 13,790 2. In-County Paid/Requested Mail Subscriptions Stated on Form 3541. ........................0 ................................ 0 3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales and Other Paid or Requested Distribution Outside USPS.... 0 .................. 0 4. Other Classes Mailed Through the USPS ...............0 ................................ 0 c. Total Paid and/or Requested Circulation [Sum of 15b (1, 2, 3, and 4)] .................................... 12,777 ........................ 13,790 d. Nonrequested Distribution (Samples, Complimentary and Other Free) 1. Outside-County as Stated on Form 3541 .............1217 ........................... 204 2. In-County as Stated on Form 3541 .........................0 ................................ 0 3. Other Classes Mailed Through the USPS ...............6 ................................ 6 4. Distributed Outside the Mail ..... . .........................1046 ............................ 60 e. Total Nonrequested Distribution .............................2269 ........................... 270 f. Total Distribution (Sum of 15c and 15e)................. 15,046 ........................ 14,060 g. Copies Not Distributed ..............................................410 ............................ 399 h. Total (Sum of 15f and 15g) ..................................... 15,456 ........................ 14,459 i. Percent Paid and/or Requested Circulation (15c/fx100) ...............................................................84.9% ........................ 98.1% 16. Electronic Copy Circulation ..............................................................................Yes a. Requested and Paid Electronic Copies .................... 12,054 ........................ 18,600 b.Total Requested and paid Print Copies (Line 15c) + Requested/Paid Electronic Copies (Line 16a) .... .................... 24,831 ................................ 32,390 c.Total Requested Copy Distribution (Line 15f) + Requested/Paid Electronic Copies (Line 16a) ......................... 27,100 ................................ 32,660 d.Percent paid and/or Requested Circulation (Both Print & Electronic Copies) (16b divided by 16c x 100) ..........................................91.6% ........................ 99.2% 17. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the November 2018 Solutions Guide issue of this publication. 18. Signature and Title of Editor, Publisher, Business Manager or Owner: Rachel Chapman, Audience Development Manager, / September 13, 2018 I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties). PS Form 3526-R, July 2014
not receive an email, message or call from someone who has been touched by what I am doing or by what I have achieved. The testimonials from some of my MS clients who have benefited from fitness through my charity are overwhelming. This is evidence that I and the trainers on our team, our Trainers with Heart®, are positively changing lives. The accolades I have received may be under my name, but they reflect the amazing accomplishments anyone who puts their heart into this industry can strive for. I am living proof that the fitness industry is the most rewarding industry anyone can be part of. I am a walking testament that fitness can be used to be a tremendous example of positivity in the lives of those who chose this path.
sands of gym members for more than 20 years. As a trainer with MS, I have helped thousands of people worldwide through their adversity of dealing with this incurable and often times crippling disease while still living and battling
my own MS every day of my life. And as a trainer educator, I have helped trainers worldwide experience the unequalled feeling of changing the lives of these MS clients. There is not a day that goes by where I do
After a diagnosis, it is often said that one “battles” the disease. But not everyone goes into battle the same way. Some give up. Some rise up. David Lyons made the choice to rise up and be stronger than the battle. David’s story inspires because he didn’t rise up just for his own survival; he made the choice to be stronger than his battle in order to empower thousands of others to be stronger than their battle, too.
LOOKING AHEAD 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 15
FEATURE ARTICLE Jill Ruth Rooks
www.energylabfitness.com
PROGRAMS OR PACKAGES? Which is better for your bottomline?
W
hen we sell a fitness training package, we have an instant revenue boost and our client receives access to specific services for whatever the length of that package includes. However, packages can limit the client experience as well as hinder opportunities to boost your bottomline. Given all the lifestyle components that align with fitness including mindset, nutrition, sleep, and stress-management, to name a few, we see the need to create more inclusive programs to answer greater problems our members are facing. Programs, versus standard packages, can add incredible value for both your clients and your business bottomline. Programs allow for adherence, they create an experience, and there is an opportunity for a continuous revenue stream. If you aren’t already, seriously consider offering programs as a core of your business model and begin to let go of standard packages. A program is an experience whereas
16
packages can often feel transactional. Look at it in the context of a hot-tub moment versus a pivotal moment. Pivotal moments have an effect on you and stay with you long after the moment is over. They leave you thinking and provide space to create new action plans. A hot-tub moment feels good while it lasts, but when it is over, it is easily forgotten. In a world where everything is delivered to us with the touch of a button, fitness professionals have an opportunity to keep things real for our members/clients. The experience is more than hitting a button. The experience involves asking the right questions to lead to bigger thinking and greater ideas. The experience delivers content to be chewed on by the participant and acted upon in a multitude of ways. The experience offers creation and expression of unique gifts and talents that would otherwise remain dormant. The experience is a program that you can offer to give relevance to your members/clients. It has equal intangibles to tangibles. It is the intangibles that will be
| WWW.PERSONALFITNESSPROFESSIONAL.COM | LOOKING AHEAD 2019
remembered and talked about and will keep the revenue stream constant. It is the difference between a growth mindset and a fixed mindset. It is the difference between a pivotal moment and a hot-tub moment. Identify areas where you are particularly passionate. Create a program that offers both a solution for your clients while embodying something you enjoy. Chances are, your followers follow you because you are contagious in your passion. FIRST STEPS TO CREATE AND OFFER PROGRAMS: 1. Listen to the problems your clients are facing. 2. Brainstorm solutions. 3. Turn the solutions into a program. 4. Identify realistic timeframes for the program to be offered. 5. In the beginning, middle and end of the program, lay the groundwork and offer additional content/practices/opportunities to keep the experience ongoing.
AS THE BUSINESS DEVELOPS SUCCESSFULLY, PEOPLE IN THE INDUSTRY ASSOCIATE ITS SUCCESS WITH THE COMPANY’S OWNER AND ALMOST ALWAYS ATTRIBUTE IT BACK TO HIM OR HER.
6. Provide an opportunity for the experience to continue through additional coaching, online content, private groups, weekly, monthly, or quarterly meetings or check-ins. THREE KEYS TO CREATE AND OFFER SUCCESSFUL PROGRAMS: 1. KISS (Keep It Super Simple): When making changes, especially ones that give you room to evolve your business model, it does not need to be overly complicated. In fact, the simpler the program, the more likely it is that you will get buy-in from your current clients. 2. Ask questions and offer solutions: If you are constantly in-tune with the problems and frustrations your clients face, creating programs is actually quite simple. Create programs that offer solutions to these problems. 3. How you do anything is how you do everything: Give your complete attention to designing your program. Look at it from
all angles and anticipate every obstacle. This way, when you launch your program, it will be fine-tuned, and you can have confidence that you are providing an exceptional and meaningful service. PROGRAM CREATION CASE STUDY As a case study, I created a Positive Mental Attitude (PMA) Bootcamp that started as a TRX tutorial. People were using their class packages to show up for TRX class once in a while, but never consistently in order to dive into TRX training and get better. Every time they attended class, for most participants, it was like the first time all over again. To solve this problem, I offered a six-week boot camp. To entice people to take advantage of the program, I added a nutrition piece and gifted a book that discussed PMA and the importance of getting your mind right. At the end of each class, we shared nutrition tips, hacks, food samples and recipes, and concluded each session with a mini
meditation. When I saw how well received these extras were, and that people were not getting this in their lives, I let the program evolve into what we now call PMA Lab. It runs as a bootcamp series a couple times a year, with a subscription offer that includes meditations, exclusive emails and content, book suggestions and thoughts to ponder. Your successful program is waiting for you. It is most likely something you are already doing and are passionate about!
Jill Ruth Rooks, a New Jersey native and graduate of UCSB, is a life-long learner. She loves to create and turn her passions into action, especially where health is involved. Jill is the creator of The Energy Lab, a core fitness playground that she owns in Redlands, California with her husband. With over 18,000 hours of coaching clients to discover their best physical, mental, and heart-centered health, she is sought-after for speaking, teaching and coaching the “art of listening.”
LOOKING AHEAD 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 17
WHAT WILL BE SEEN IN 2019?
Jonathan
Goodman
Industry trends and predictions By Lindsay Vastola
We asked colleagues from all corners of the industry what trends they anticipate in 2019. From social media and technology to business management and self-development, it is obvious that there is no shortage of opportunities for fitness professionals to make significant leaps in their careers and businesses over the next year.
mas
Tho
K
ON THE IMPORTANCE OF PERSONAL BRANDING…
ON ONLINE VS. HANDS-ON EDUCATION…
The wall between business and personal is going to continue to come down, in both virtual and in-person coaching. Personal branding is far more effective in today’s world and given that people want to know what you’re about in order to spend money with you, coaches are going to have to find ways to connect on a more meaningful level with their clients and audience. Kourtney Thomas, www.kourtneythomas.com
Online education is a convenient and efficient option to grow a personal trainer’s knowledge base however, hands-on training is still vital to the application of proper movement. Robert Linkul, www.TrainingTheOlderAdult.com
ON CRITICAL SKILLS BEYOND FITNESS… Fitness marketing was too easy for too long. As social media gets increasingly busy and competition rampant, it will continue to get harder for fit pros to stand out. Those who recognize the need to build business skills in order to complement fitness and nutrition will stand out. Those who don’t will become disenfranchised, frustrated, and, unfortunately, perish. Jonathan Goodman, www.onlinetrainer.com
ON THE LARGEST DEMOGRAPHIC OPPORTUNITY… Personal trainers will recognize the aging demographic (baby boomer generation) is the largest demographic utilizing our services and will begin to educate themselves on how to train them safely and efficiently. Robert Linkul, www.TrainingTheOlderAdult.com
18
ney ourt
| WWW.PERSONALFITNESSPROFESSIONAL.COM | LOOKING AHEAD 2019
ON COMPETITION FROM OUTSIDE INDUSTRIES… Fitness is seeing a significant amount of dollars being spent on fitness experiences (both by the consumers and major brands outside the industry). In today’s day and age, our research is proving that health is the new wealth and the experiences consumers receive are social currency. The proliferation of fitness studios can target a specific consumer and give them the best workout possible through high-touch, results-driven experiences. However, there is A LOT of new money coming into the industry from major brands, showcasing new tech such as AI, AR, VR and more, which means these tech companies, not fitness companies, are threatening to make personal trainers obsolete. But while information is power, it’s only powerful if people are able to access, understand and apply it! Josh Leve, www.afsfitness.com
Amand
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ON CLIENT LOYALTY AND CLASSPASS…
ON WOMEN LEADERSHIP IN FITNESS…
Classpass and other drop-in booking sites can be a good revenue generator if used the right way. However, so many studios are becoming reliant on it to drive revenue which is killing loyalty. When you look at “loyalty,” what have you done internally to provide your members or clients with the absolute best experience so they don’t want to leave? People who have an emotional tie to a trainer, instructor or coach where they’ve seen results or where they feel welcomed by everyone. Josh Leve, www.afsfitness.com
Women make up more than half of the frontline workforce in the fitness industry, with statistics showing that certified female instructors and trainers outnumber certified male instructors and trainers. Yet, women are much less represented as leading experts in personal training and in high-level executive positions. In the last few years, we’ve seen more education, support and opportunities for women to exert stronger leadership in the industry; this shift will gain even more traction in 2019 and beyond. Amanda Vogel, www.fitnesstestdrive.com
ON DIVERSITY AND INCLUSION… Fitness has a huge diversity and inclusion problem, and we’re going to start to see industry leaders addressing it, not only in their businesses and education, but also in calling out and calling in other leaders. It’s not something we can afford to ignore any longer if we want to advance our industry and truly help our clients. Kourtney Thomas, www.kourtneythomas.com
ON MINDFULNESS TRAINING AND NEW MESSAGING…
ON DISEASE-SPECIFIC TRAINING… With the growing number of Baby Boomers who are diagnosed with multiple diseases, the need for trainers to attain specific training for special populations in order to offer safe and effective programming is not only an opportunity but a responsibility. Consumers, particularly in this market, are more educated and will specifically seek-out more highly-qualified professionals to train them according to their specific needs. Andrea Leonard, www.thecancerspecialist.com
I think the industry will see a stronger shift to a more holistic approach. I see studios offering napping and or meditation at the end of fitness classes; or things like yoga being added to HIIT studios. The conversation will move away from body-fat percentage and fat loss, to health and happiness. Sergio Rojas, www.vitalitybysergio.com LOOKING AHEAD 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 19
FEATURE ARTICLE Michael Gelfgot
5
mike.gelfgot@icloud.com
REASONS YOU’RE NOT MEETING YOUR SALES GOALS
Strategies to boost your sales performance | Michael Gelfgot
S
eptember of 2005 is the month I will never forget. My business partners and I had opened two clubs and were working on our third. I was selling personal training in two clubs while managing a crew of six trainers. Working 12 hours a day, six days a week and most Sundays, all while preparing for a bodybuilding show. To say that I was overwhelmed would be an understatement and my performance showed it. I sold zero in personal training that month and learned the most valuable lessons that will help you with sales whether you are the primary salesperson in your business or if you have others selling for you. If you believe your sales team isn’t performing to expectations, consider: 1. Are they motivated? 2. Are they skilled in the process of selling? 3. Are they seeing enough prospects to sell to? 4. Are they doing enough prospecting to get people in front of them? 5. Are they actually asking prospects to buy on a daily basis? FACTOR #1: ARE THEY MOTIVATED? Does your staff actually want to be at work? How can you tell? The best way to determine whether or not any team member is or is not motivated is based on the language they use at work to describe their
20
| WWW.PERSONALFITNESSPROFESSIONAL.COM | LOOKING AHEAD 2019
day-to day-activities. In order to have motivated individuals, a great company culture is necessary, and that starts from the leadership. FACTOR #2: ARE THEY SKILLED IN THE PROCESS OF SELLING? The reason why it’s called a sales process is because there are steps just like an assembly line. On an assembly line, everything is done in a specific order. When talking about sales skills, there is a process in which a salesperson can become skilled. It’s also important that you as a leader, provide resources as part of training. Here are helpful resources for training a great sales staff: Selling Personal Training by Casey Conrad (for personal training staff) Selling Fitness by Casey Conrad (for membership staff) Creating Lasting Change by Tony Robbins Mastering Influence by Tony Robbins FACTOR #3: ARE THEY SEEING ENOUGH PROSPECTS TO SELL TO? Plain and simple, how many prospects actually come in to see your trainers? What is your on-boarding percentage at point-of-sale of memberships? If you’re managing a small club or studio (4500-6000 square feet), here are some helpful goals for personal training sales:
Set-up 15 non-client appointments per week to sell training to 90% on-boarding to personal training at point-of-sale of memberships It’s very obvious that if your trainers aren’t seeing people, no one will have an opportunity to buy personal training. FACTOR #4: ARE THEY DOING ENOUGH PROSPECTING TO GET PEOPLE IN FRONT OF THEM? In his book, “Great by Choice,” Jim Collins talks about a SMaC (specific, methodical, and consistent) recipe. In times of distress, in times of turmoil, there needs to be a set of disciplines that salespeople follow to hit their goals on a monthly basis. The distress and the turmoil is the whirlwind of daily activities or competition, or in many cases, both. The most common excuse for lack of prospecting is that they are too busy, which really means they are not organized. Here is a sample daily SMaC recipe: Set-up 3 appointments and confirm appointments for the day 20 minutes of sales training Make 5 contacts from the following reports for your business: Non-usage report for members Members getting ready to expire in the next four months New members that joined the club in the last four months Make one (1) four-week follow-up contact (email, text, or call) External marketing (there is a list of activities they could do) Update whiteboard (this is a scoreboard that shows a quick glance of the progress toward monthly goals) With this process in place, it increases the likelihood that salespeople will hit their sales goals. While there are several strategies in generating appointments, the best strategy to generate leads is the one that actually gets executed. FACTOR #5: ARE THEY ACTUALLY ASKING PROSPECTS TO BUY ON A DAILY BASIS? The most obvious of all factors likely is whether your sales staff is actually asking prospects to buy personal training. It’s so obvious and so basic and yet most managers/owners tend to overlook it. If it wasn’t for my painful lesson in September of 2005, I too would have never thought that failing to ask for the sale would be the primary reason for my lack of performance that entire month. I would take prospects through workouts, put them on a solid plan, and schedule a time to see them again in four weeks. I simply wasn’t asking people to buy. I was tired. I was averaging about $20,000 a month in personal training sales, but in the month of that September, I sold nothing. However, the wisdom gained and the ability to properly coach future sales people was invaluable. “Occam’s razor” is the problem-solving principle that states that the simplest solution tends to be the right one. The primary reason most sales people don’t sell and therefore why most sales are lost is because salespeople simply aren’t asking prospects to buy either because they are afraid of rejection or they are losing their edge because they are overworked or unorganized. Identifying which of these may be impacting your sales and then properly training and building your culture will certainly lead to better outcomes for your staff, your clients, and your bottom line.
Michael Gelfgot’s drive to own a different kind of a health club started 16 years ago when he met his business partners, John Spence and Chris Slater. Together, they operated 21 Anytime Fitness® locations in the United States and were honored as the 2008 Club Operators of the Year. Michael is the recipient of the 2013 Success Story of the Year, 2015 Community Outreach Award and first Anytime Fitness Trainer of the Year in 2012.
LOOKING AHEAD 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 21
THE MESSAGE: MELODY SCHOENFELD www.flawlessfitness.com
@flawlessfitnesspasadena
@5ftoffury
R
ecord-holding competitive powerlifter. Strongman athlete. Ripper of phone books. Breaker of license plates and bender of steel. Highly-educated fitness professional of more than 20 years. Contributor to internationally-recognized health and fitness publications. Published author. Band member, singer and musician. Dancer. Massage therapist. Fitness studio owner. Meet Melody Schoenfeld. There really isn’t anything she doesn’t do, and seemingly nothing that would keep this 5-foot tall strong woman from trying. She lives her belief that you can only get better if you train smart, train right, and have fun. Here is how Melody is sharing her message… My ideal client is anyone who wants to improve their health. Bonus if they want to get physically strong!
@5ftoffury1
My message is, “You can only get better.” I think it’s important in life to always try to improve yourself, whether it be physically, mentally, intellectually, or what have you. I love helping people discover strength they didn’t know they had. If I had to pick only one way to share my message, I’d probably say social media, only because it’s the easiest way to reach a huge audience regardless of location. I actually have my message painted on the wall of my studio! Successful messaging inspires people you didn’t know were listening. People follow me most likely because I’m a very small, unassuming vegan woman who does feats of strength like tearing up phone books and license plates and bending steel. I like to think it’s because I’m hilarious. But it’s probably the phone books.
MELODY
SCHOENFELD 22
| WWW.PERSONALFITNESSPROFESSIONAL.COM | LOOKING AHEAD 2019
2019 EDUCATION & EVENT PLANNING CALENDAR
A snapshot of 2019 events, conferences and workshops
You realize how important continuing education is for personal and professional development, to keep up on relevant research and trends in the industry and to make valuable connections. Strategically planning how you invest your education dollars and time is important, so we’ve laid out some of the major upcoming events, workshops and conferences you’ll want to consider attending this year. This calendar certainly isn’t all-inclusive, but we hope it inspires you to set and plan your 2019 education goals. 24
| WWW.PERSONALFITNESSPROFESSIONAL.COM | LOOKING AHEAD 2019
Date
Event
Organization
Location
Cost
Website
$399
www.kipsonline.org/events
Discount Code
January 5
Essentials of Club Training Certification Workshop
10-12
Coaches Conference
12-13
Personal Trainer Workshop True Mace Training Certification Workshop
19
Kinesiology Long Beach, CA Institute for Performance Specialist (KIPS) NSCA Indianapolis, IN NFPT Kinesiology Institute for Performance Specialist (KIPS) Kinesiology Institute for Performance Specialist (KIPS) NFPT
$205-$510 www.nsca.com
San Antonio, TX Portland, OR Dallas, TX
$329
www.nfpt.com/certification/workshops
$349
www.kipsonline.org/events
Miami, FL
$299
www.kipsonline.org/events
Kent, WA
$329
www.nfpt.com/certification/workshops
19
Loaded Flow Training Specialist Workshop
19-20 25-27
Personal Trainer Workshop DC MANIA
SCW
Herndon, VA
$259
26-27
Certification Celebration
AAAI/ISMA
Lansdale, PA
$99-$170
26-27
Fitness Fest at TheFitExpo Personal Trainer Workshop Personal Trainer Workshop
Fitness Fest
Los Angeles, CA
Varies
www.fitnessfest.org/losangeles
NFPT
Long Island, NY
$329
www.nfpt.com/certification/workshops
NCSF
Irvine, CA Houston, TX Denver, CO
$549
www.ncsf.org/calendar
8-10
MedFit Tour
MedFit Network
9
Essentials of Club Training Certification Workshop
26-27 26-27
www.SCWfit.com/dc
PFP19 Save 10%
PFP19 Save 10% PFP - $199
www.aaai-ismafitness.com PFP2019 Save $25 PFP19 Save 10%
February
9-10
Kinesiology Institute for Performance Specialist (KIPS) Certification Celebration AAAI/ISMA
$100-$300 www.medicalfitnesstour.org/event/irvine
Irvine, CA Seattle, WA
$399
www.kipsonline.org/events
www.aaai-ismafitness.com
Lansdale, PA
$99-$170
Personal Trainer Workshop Personal Trainer Workshop
NFPT
Minneapolis, MN
$329
www.nfpt.com/certification/workshops
NCSF
$549
www.ncsf.org/calendar
10
True Mace Training Certification Workshop
$349
www.kipsonline.org/events
22-24
NY MANIA
Kinesiology Institute for Performance Specialist (KIPS) SCW
Dallas, TX City of Industry, CA New York, NY Seattle, WA
New York, NY
$259
www.SCWfit.com/ny
PFP - $199
23-24
Personal Trainer Workshop Personal Trainer Workshop
NFPT
Buffalo, NY
$329
www.nfpt.com/certification/workshops
PFP19 Save 10%
NCSF
$549
www.ncsf.org/calendar
Kettlebell Concepts Level 1 Workshop
Kettlebell Concepts
Chicago, IL Miami, FL San Diego, CA Sacramento, CA Miami, FL
$499
www.kettlebellconcepts.com/events
“One World” Conference Personal Trainer Workshop Personal Trainer Workshop
AAAI/ISMA
Colorado Springs, CO Wheaton, MD, Los Angeles, CA Philadelphia, PA San Antonio, TX
$129-$219
9-10 9-10
23-24
23-24
PFP19 Save 10%
March 1-3 2-3 2-3
NFPT NCSF
www.aaai-ismafitness.com
$329
www.nfpt.com/certification/workshops
$549
www.ncsf.org/calendar
PFP19 Save 10%
LOOKING AHEAD 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 25
Date
Event
Organization
Location
Personal Trainer Institute South Personal Trainer Workshop
IDEA
Dallas, TX
NCSF
New York, NY Mountain View, CA San Diego, CA
Cost
Website
Discount Code
March 7-10 9-10 13-16 23-24 29-31 30-31
IHRSA 2019 Int’l Convention & Trade Show Personal Trainer Workshop California MANIA
IHRSA
Personal Trainer Workshop Personal Trainer Institute East Personal Trainer Workshop Personal Trainer Workshop SUCCEED!
$199-$439 www.ideafit.com/ptrainersouth $549
www.ncsf.org/calendar
$750-$1150 www.ihrsa.org/convention $549
www.ncsf.org/calendar
SCW
New York, NY Boston, MA Burlingame, CA
$259
www.SCWfit.com/california
NCSF
Boca Raton, FL
$549
www.ncsf.org/calendar
IDEA
Alexandria, VA
NFPT
San Diego, CA
$329
www.nfpt.com/certification/workshops
NCSF
Austin, TX
$549
www.ncsf.org/calendar
Association of Fitness Studios SCW
Irvine, CA Orlando, FL
$259
www.SCWfit.com/florida
NFPT
Orlando, FL
$329
www.nfpt.com/certification/workshops
NCSF
San Francisco, CA Mesa, AZ
$549
www.ncsf.org/calendar
Varies
www.fitnessfest.org/arizona
$329
www.nfpt.com/certification/workshops
NCSF
PFPSD – Save $100 or Free Trade Show
PFP - $199
April 4-7 6-7 6-7 12-14 12-14
Florida MANIA
13-14
Personal Trainer Workshop Personal Trainer Workshop Fitness Fest Conference and Expo Personal Trainer Workshop
13-14 25-28 27-28
Fitness Fest NFPT
Philadelphia, PA Atlanta, GA
$199-$439 www.ideafit.com/ptrainer
$249-$499 www.succeedwithafs.com
PFP19 Save 10%
PFP50 Save $50 PFP - $199 PFP19 Save 10%
PFP2019 Save $25 PFP19 Save 10%
May 3-5 3-4 11-12 16-18 25-26 31-June 2
New York City, $300-$1245 www.merrithew.com/events NY Kansas City, MO www.thefitnesssummit.com
Mindful Movement Symposium The Fitness Summit
Merrithew
Personal Trainer Workshop MedFit Tour
NFPT
Hollywood, CA
MedFit Network
Fort Worth, TX
NFPT AAAI/ISMA
Ft. Lauderdale, FL Atlantic City, NJ
Fitness Fest
Anaheim, CA
Personal Trainer Workshop “One World” Conference
$329
www.nfpt.com/certification/workshops
PFP19 Save 10%
$100-$300 www.medicalfitnesstour.org $329
www.nfpt.com/certification/workshops
PFP19 Save 10%
$129-$219 www.aaai-ismafitness.com
June 1-2 13-15 15-16 22-23 26-30 26-30 28-29 29
26
Fitness Fest at TheFitExpo Functional Aging Summit Personal Trainer Workshop Personal Trainer Workshop IDEA® World Convention & Expo Club & Studio Summit Nutrition & Behavior Change Summit MedFit Tour
Functional Aging Albuquerque, Institute NM NFPT Indianapolis, IN NFPT
Chicago, IL
IDEA
Anaheim, CA
Varies
www.fitnessfest.org/anaheim
$249-$399 www.FuncationalAgingSummit.com $329
www.nfpt.com/certification/workshops
$329
www.nfpt.com/certification/workshops
$219-$489 www.ideafit.com/world
IDEA
Anaheim, CA
$219-$489 www.ideafit.com/clubstudio
IDEA
Anaheim, CA
$219-$279 www.ideafit.com/nutritionsummit
MedFit Network
Anaheim, CA
$100-$300 www.medicalfitnesstour.org/event
| WWW.PERSONALFITNESSPROFESSIONAL.COM | LOOKING AHEAD 2019
PFP2019 Save $25 PFP100 – Save $100 PFP19 Save 10% PFP19 Save 10%
Date
Event
Organization
Location
Cost
NSCA National Conference Personal Trainer Workshop Atlanta MANIA
NSCA
Washington, DC
NFPT
Wheaton, MD
SCW
Fitness Fest at TheFitExpo
Fitness Fest
DCAC International Fitness Education Conference The IHRSA Institute
DCAC
Reston, VA
$99-$159
IHRSA
Chapel Hill, NC
NFPT
Houston, TX
$329
MINDBODY
Anaheim, CA
$499+
canfitpro
Toronto, Canada
Website
Discount Code
July 10-13 20-21 26-28 27-28
$225-$550 www.nsca.com $329
www.nfpt.com/certification/workshops
Atlanta, GA
$259
www.SCWfit.com/atlanta
San Jose, CA
Varies
www.fitnessfest.org/sanjose
PFP19 Save 10% PFP - $199 PFP2019 Save $25
August 1-4
6-9 10-11 13-15 14-18
Personal Trainer Workshop BOLD Conference
16-18
Canfitpro World Fitness Expo “One World” Conference
AAAI/ISMA
Cape Cod, MA
20-23
TSAC Annual Training
NSCA
San Antonio, TX
www.dcacfitness.com
www.ihrsa.org/events/institute www.nfpt.com/certification/workshops
PFP19 Save 10%
www.boldmindbodyconference.com www.worldfitnessexpo.com
$129-$219 www.aaai-ismafitness.com www.nsca.com
23-25
Dallas MANIA
SCW
Dallas, TX
$259
www.scwfit.com/mania
PFP - $199
24-25
Personal Trainer Workshop
NFPT
Dallas, TX
$329
www.nfpt.com/certification/workshops
PFP19 Save 10%
September 6-8
Philadelphia MANIA
SCW
Philadelphia, PA
$259
www.SCWfit.com/philadelphia
PFP - $199
7-8
NFPT
Hollywood, CA
$329
www.nfpt.com/certification/workshops
NFPT
Atlanta, GA
$329
www.nfpt.com/certification/workshops
PFP19 Save 10% PFP19 Save 10%
26-29
Personal Trainer Workshop Personal Trainer Workshop NASM Optima
NASM
Phoenix, AZ
27-29
“One World” Conference
AAAI/ISMA
Baltimore, MD
23-24
www.nasmoptima.com $129-$219 www.aaai-ismafitness.com
October 4-6
Midwest MANIA
SCW
Rosemont, IL
9-11
Club Industry Show 2019
Club Industry
Chicago, IL
12-13
Personal Trainer Workshop
NFPT
Chicago, IL
$329
www.nfpt.com/certification/workshops
8-10
RISE: Elevate Your World
Dallas, TX
$295
www.attendrise.com
9-10
Personal Trainer Workshop AB Show
Uprise Media Group NFPT
Cincinnati, OH
$329
www.nfpt.com/certification/workshops
$259
www.SCWfit.com/midwest
PFP - $199
www.ClubIndustryShow.com PFP19 Save 10%
November
13-16 16-17 23-24
Personal Trainer Workshop Fitness Fest at TheFitExpo
Athletic Business
Orlando, FL
NFPT
Philadelphia, PA Orlando, FL San Diego, CA
Fitness Fest
PFP19 Save 10%
www.abshow.com $329
www.nfpt.com/certification/workshops
Varies
www.fitnessfest.org/sandiego
$329
www.nfpt.com/certification/workshops
$259
www.SCWfit.com/boston
$329
www.nfpt.com/certification/workshops
PFP19 Save 10% PFP2019 Save $25
December 7-8 13-15 14-15
Personal Trainer Workshop Boston MANIA
NFPT
Personal Trainer Workshop
NFPT
SCW
Atlanta, GA Scottsdale, AZ Boston, MA Ft. Lauderdale, FL
PFP19 Save 10% PFP - $199 PFP19 Save 10%
For information about how to include your event, conference or workshop for future event calendars, email josh@rbpub.com. LOOKING AHEAD 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 27
NEW ON THE MARKET The latest trends in fitness equipment
DECK
LINDSAY'S REVIEW: NT BANDS Nick Tumminello’s recently released NT Bands rival even the most versatile fitness tools. These deceptively simple fabric loops provide a full-body workout allowing for easy transitions between exercises. One of my favorite uses is when coaching proper hip hinging and glute activation. The comfortable, non-slip fabric and two different resistance options completely changes the training experience, especially compared with the more traditional latex bands and loops. NT Bands are also a great addition to partner training and will be my travel-training non-negotiable! www.ntloop.com
ONYX SPX MAX REFORMER BUNDLE Merrithew’s all-black Onyx SPX Max Reformer is a sleek, stylish addition to any fitness space. With a vertical stand for space-saving storage and a highprecision gearbar, the Onyx is perfect for smaller facilities with multipurpose exercise rooms. The Bundle includes the vertical stand for storage, high-precision gearbar, reformer box with footstrap, padded platform extender, weighted bar and metal roll up pole. www.merrithew.com ®
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Introducing the Power Systems Deck. Enhance cardio workouts by incorporating step and bench-based movements up to 330 pounds. Transform the deck from an inclined or declined weight bench for strength training. Black and gray to blend-in perfectly with existing club and equipment décor, the Power Systems Deck adds more diversity in a sleek, mobile tool. The thoughtful design and stability carries through when transporting and storing the deck for group fitness classes or training on the go. www.powersystems.com
INFINITY TRAINER
TANK M4 ALL-SURFACE SLED
Perform Better’s Infinity Trainer is a versatile, portable, adjustable device for bodyweight exercises. Simply attach this to any pull-up bar, squat rack or beam and start training. These Infinity Trainers are great for pushups, dips, flies, rows, core work and more. Their soft, rubber handles have builtin, reinforced foot cradles, allowing for quick and easy exercise variations. Each strap has a built-in door anchor so they can be used anywhere. www.performbetter.com
The new TANK M4 All-Surface Sled uses a double braking system, so it does not require added weight, thereby making training more efficient. With mag-force resistance — the faster you push, the harder it gets, so users don’t plateau. Included are ergonomic performance handles, a secondary horizontal grip for pulling movements, tow hooks for battle rope exercises and a built-in accessory tray for convenient storage. The durable TANK M4 can be used on carpet, turf, rubber or outside. www.torquefitness.com
| WWW.PERSONALFITNESSPROFESSIONAL.COM | LOOKING AHEAD 2019
EDUCATION TRENDS Rick Howard
www.youthsportfitnesscoach.com
The future direction of influencing the industry
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ersonal trainers need to be lifelong learners, i.e., once you have “completed” the requirements for your education and certification, you are not done learning. You need to keep current on important topics in personal training, which may include: certification, fitness trends, special populations, and becoming a personal training educator. To be a personal training educator, there are surprisingly few requirements. The requirements MAY include: a certain level of education and certification, experience with presenting to personal trainers, and/or being a popular social media personality. None of these “requirements” guarantees that the presenter can engage an audience, motivate and inspire them to greatness, and/or provide the most relevant, evidence-based, or practically significant information.
How do we know that personal trainers need more information on functional movement, special populations, or the business aspects of personal training? Personal training professionals should consider giving back to the personal training community through articles, presentations and seminars that address what personal trainers need to know, not necessarily what the presenter feels comfortable with (best case scenario: they go handin-hand). Too often there is no established criteria for what the industry needs. How do we know that personal trainers need more information on functional movement, special populations, or the business aspects of personal training? We need to ask personal trainers, clients, and facility operators whether there are gaps in content knowledge, reliable expectations of personal training clients, or reasonable expectations of referring professionals, such as physicians, physical therapists, and even other personal trainers. This would give us a needs analysis of personal trainers, their clients, and those who refer to them, identifying the information that is needed to propel our industry to the highest level. As an example of how a needs analysis can help, a survey of primary care doctors revealed that since most physicians do not receive adequate training in fitness and exercise in medical school, they are not comfortable sharing fitness-related information with their patients. This is a huge opportunity to gain the trust of area physicians by shar-
ing a one-pager or infographic they can use to help patients better understand their fitness needs, and, of course, who is available to help get them started on that path. Without completely understanding what is needed in our field, how do we know we are providing the necessary topics for personal trainers? This sample needs analysis can lead the discussion: Gaps in knowledge that helps personal trainers train their clients safely and effectively: Anatomy and physiology Biomechanics Nutrition and bioenergetics Exercise technique Obtaining and retaining clients: Professionalism (continuing education, client support, appearance and attitude, etc.) Goal setting, motivation, and cueing Program design that addresses clients’ needs In a time when it seems that blogs, vlogs, webinars, and other technologically-driven means of continuing education are all the rage, nothing beats the interaction of a good, “boots on the ground” discussion of personal training. How can you personalize your delivery to maximally engage participants? Meeting personal trainers where they are in your delivery is akin to meeting your clients where they are in the gym. Those “raise your hand if you’ve ever____” questions in the beginning of presentations are purposeful—they help presenters gauge the audience to find out interests, experiences, and level of involvement in the topic. Pre-presentation surveys on the topic would be a personal touch. Focus groups to kick off the conversation are often used. In other words, engaging the audience in the presentation to learn how best to meet their needs is a great way to find out how to make today’s presentation valuable but it also gives you a tool to reach out to attendees for future topics or how to address ideas brought up during the presentation for a follow-up presentation. It all boils down to establishing positive personal relationships with other professionals, fitness center owners, and potential referral networks to gain an understanding of how you can best fill the knowledge gap.
Rick Howard, M.Ed., CSCS, *D is completing his doctorate in Health Promotion and Wellness at Rocky Mountain University of Health Professions. He has been training athletes of all ages and abilities for more than 30 years. He currently is the Director of Fitness at the Wilmington (DE) Country Club and a college professor at West Chester (PA) University and Rowan (NJ) University.
LOOKING AHEAD 2019 | WWW.PERSONALFITNESSPROFESSIONAL.COM | 29
BE BETTER Lisa Druxman
www.fit4mom.com
Looking ahead to 2019
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s we close 2018, we look ahead to the new year. You may be looking at places for improvement in business, health, relationships or simply self-development. Here are some strategies you can use to help create meaningful lasting goals. YEAR IN REVIEW - Give yourself some space to look at the past year. What were the wins? Misses? Did you make progress? Did you take on too much? My suggestion is not to do this exercise in your head but to put pen to paper. This process is even more meaningful when you can look at it and learn from it. You may see that you keep setting the same goals only to forget about them. You might realize that you have taken on too much or that you are so focused on business that you have neglected your relationships or your own health.
You might realize that you have taken on too much or that you are so focused on business that you have neglected your relationships or your own health. WHEEL OF LIFE - Zig Ziglar came up with an activity called The Wheel of Life where you measure various areas of your life like work, health, fun, friends, environment, finance and relationships. You can come up with whatever categories are most important to you. On a scale from 1 to 10, how would you rate each of these areas? After you have scored them all, which areas do you most want to see improvement in the coming year? Remember, most of us take on too much. So truly hone-in on what will have the biggest ROE (Return on Energy) and what will make the biggest difference in your life? 90-DAY GOALS - Most people make a New Year’s goal. The problem is one year is simply too long of a time. We tend to procrastinate. Life changes and gets us distracted from that goal. Instead, focus on one quarter at a time. Less is more. Choose goals that are important to you and that will propel you in the direction you want to go. 1) Write it down. 2) Make it specific. 3) Set a deadline. 4) Make them action-oriented. An example is, “I will complete a draft of my new book by X date.”
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| WWW.PERSONALFITNESSPROFESSIONAL.COM | LOOKING AHEAD 2019
REVERSE ENGINEER YOUR GOALS - Setting the goal is the easy part. What is your plan to achieve the goal? You now have your end result: a specific goal with a deadline. Sit down and brainstorm. What are all of the things that would need to happen to achieve this goal? In the example above, you would need to come up with an idea for your new book. You would need to come up with the chapters. You may need to do research. But what if you don’t know what steps you need to take to achieve your goal? Use Google; do some research; someone, somewhere can show you how. Find someone who has achieved your goal. See if they will help. Once you have your list, prioritize the order, create dates and put them on your calendar. A hope for you in 2019 is that you take action. It’s not about being perfect, rather it’s about moving forward on the things that matter to you. It’s about making progress and being better than you were yesterday. Live as you inspire your clients to live: with purpose, in health and with joy.
Lisa Druxman is the founder of FIT4MOM and the author of the Empowered Mama. She has worked for over two decades in the fitness industry focusing on women’s wellness. She has been featured on The Today Show, Good Morning America and more. Lisa is a speaker, writer and thought leader with a passion for teaching entrepreneurship and self-care.
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