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Personal Trainer Magazine Fitness Business Marketing vol


Personal Trainer Magazine Fitness Business Marketing vol …

Personal Trainer Magazine Fitness Business Marketing vol

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  • 1. Personal Trainer Magazine
  • 2. Personal Trainer Magazine A message from the Publisher: Welcome to the very first issue of Personal Trainer Magazine. It’s made with you in mind. My goal was to create a gritty, real and helpful publication without all the nonsense and fluff seen all too often. Let’s just get down to business. If I were to summarize Personal Trainer Magazine, I would say, “This is a magazine which provides real-world solutions for professionals in the fitness and coaching industries.” Personal Trainer Magazine is for fitness experts, nutrition coaches, personal trainers, performance coaches and those who focus on the mental aspect of physical success. At this time, our publication is available for iPad, iPad mini and iPad Air. In the very near future, it can also be seen on other platforms including iPhone, Nook and Kindle. This is your magazine. Your comments and suggestions will be read and taken into account. When you say you like something, we’ll do more of it. When you say you don’t care for something as much; it will be reduced or eliminated. In each issue of Personal Trainer Magazine, you will find articles, features and discussions that are thought provoking, controversial, insightful and to-the-point. Your benefit is that you will be entertained and won’t waste time. That means you get better results, faster. The contributors to Personal Trainer Magazine are those who I feel have important messages to help you become a better trainer or coach and also to earn more money. These are good things. If you are qualified and want to contribute as a writer, let us know. If you have ideas for different magazine “departments” such as boot camps, group x, online training, online marketing, passive income, sales, staffing, automation, etc., let us know. If you’d like to advertise, let us know. Thanks for reading the first issue of Personal Trainer Magazine. Sincerely, Dr. John Spencer Ellis “JSE”
  • 3. Personal Trainer Magazine Blazing a New Trail for Fitness in Orange County, California By Dr. John Spencer Ellis “JSE” Aaron Guyett and Corey Beasley have been training people for years. They've worked in BIG health clubs, small studios, in people's homes, leased space from other gyms and have opened their own gym called Innovative Results in Costa Mesa, CA. Aaron is a Marine Corps veteran with a passion for helping people. His analytical personality has helped keep the gym in the black and the team on point. His ability to create systems and step-by-step instructions has allowed them to grow consistently and balance the books. Corey has been training for 15 years and has worked just about every job in the fitness biz. His creative skills have helped Innovative Results separate themselves from competition and thrive in a competitive market. Their first gym was born out of necessity. The owner of the gym they leased space from decided to double the rent over night and the only logical choice was to open up shop. They rallied, scrambled and got the doors open within two weeks; ordering equipment, laying floors and setting up as best they could. Their meager beginnings soon blossomed into a thriving community full of athletes and average Joes. After three years in their first space, they decided that they needed to expand.
  • 4. Personal Trainer Magazine "To combat the recent explosion of new gyms locally, we had to reinvent ourselves," explained Corey. Corey and Aaron decided to open a new facility, which focused on movement and resembled the outdoors. Both Corey and Aaron are avid outdoorsmen and built a facility to match. "This ain't your average box or bodybuilding gym," says Aaron. These guys brought their knowledge of strength and conditioning, combined it with outdoor activities and created one of the most unique, fun gyms in the country. The place is full of open space, climbing holds, monkey bars, parallel bars, ropes, chains, tires, stones and more. It is literally like you stepped into someone's backyard playground.
  • 5. Personal Trainer Magazine "We want people to enjoy themselves, learn how to move and offer options that typical gyms can't," says Corey. Innovative Results has created a buzz in the area. They've created a niche for themselves and continue to offer fun and effective fitness programs for local residents. Corey and Aaron have gone through tough times, learned along the way and continue to strive toward their goal of being the household name for fitness in Orange County, CA. You can learn more about Corey and Aaron at and
  • 6. Personal Trainer Magazine
  • 7. Personal Trainer Magazine Click here to get your copy!
  • 8. Personal Trainer Magazine Getting Funky with Funk: From the Beach to Slam Dunk By Dr. John Spencer Ellis “JSE” Meet Former Professional beach volleyball player turned strength & conditioning coach, Marc “Funk” Roberts, who after leaving two 6-figure jobs went on to pursue his TRUE passion and through 3 years of blood, sweat and tears has become one the industries top online fitness entrepreneurs. If you've been struggling to figure out your passion in life and want to read a "real life story" about striving to reach your goals, then this may help reassure that you are going in the right direction. From the age of 8 years old Marc “Funk” Roberts always had a dream to play professional sports. Whether it was football, baseball, hockey or basketball, he was destined to be a star. His parents had him playing many sports from a young age and Funk seemed to excel in all of them. But it was the sport of volleyball that would consume this young ambitious kid and propel him into the top echelon of volleyball players throughout his native country of Canada. Funk captained most of his teams through high school and at the club level, and managed a few championships on the way. Professional beach volleyball would be his natural transition and he thrived on the beaches in Canada, the US and around the world. As a member of one of the top teams in Canada, his passion for the sport kept him training hard and striving to be on top for most of his 15 year career. But something crazy happened to him. Just as he was approaching the “peak years” of beach volleyball around the age of 30, he retired. Just like that, he was done. He shut door on the sport that consumed most of his life and was ready to move onto something else. It was a bold move, but something Funk states had to be done. You see he lost the passion for beach volleyball. He started to dread things like daily practice, travelling, and media to name a few, which are key elements to success in the sport. “I hated to practice and it felt like I was only playing tournaments each week for money and that wasn’t even very good. So I decided to move on.”
  • 9. Personal Trainer Magazine His philosophy is if you are not passionate about something, then you are not going to do all the little things that need to be done in order for you to be successful and excel. So next up for Funk at the tender age of 31, was the corporate world where he worked as an inside sales rep at Dell Computers. Within a year he was managing his own sales team of 25 reps. He worked from open to close, sometimes putting full 12-hour shifts. Not just because he wanted to make a lot of money, but he truly had passion for selling computers and helping others achieve success within his organization. At the same time, Funk also found a passion for the gym and personal training. When he wasn’t at work, Funk was busy sculpting his own physique and training others to reach their fitness potential. He trained one on one and ran a weekend boot camp that would sometimes get 20-40 people in each session. His love of fitness which started when he was 11 years old after his father brought home a Weider workout bench and weights, and trickled through his professional beach volleyball years where he was known to have one of the top physiques on the pro tour, had now come back full circle. Funk became a certified personal trainer, kettlebell specialist, metabolic trainer and researched everything he could about fitness, nutrition and living a healthy lifestyle.
  • 10. Personal Trainer Magazine As he transitioned from corporate job to job he finally landed a comfortable six- figure job with a top growing company in Canada. Meanwhile, Funk wasn’t satisfied with training people one on one or running his boot camp for only 20 people. He loved to help people and watch them reach their fitness goals and he wanted to reach the world. So he started his own fitness blog which included workout videos, nutrition information and fitness tips. The thing is he had to find the balance to work a 9 - 5 job, head home to eat, hit the gym, shoot a video, research or blog until 2am and then get up again at 7am for work. The blogging for Funk wasn’t work though. It was fun and he was passionate. To see that it was slowly growing and people were positive about the information gave him the rush to continue. There was no money coming in from blogging and for years his friends questioned why he would spend so much time everyday and get nothing in return. And they were right. Although Funk loved what he did, he was also aware that there were online fitness trainers creating products and generating income from their loyal followers. A trip to Thailand changed everything for Funk. He was always a fan of Mixed Martial Arts and especially Muay Thai and decided to take a solo trip to Thailand where he trained at a Muay Thai and MMA camp. It was during this trip that he became aware that MMA fighters were all having trouble with their strength, conditioning and nutrition. There was a lack of knowledge on how to train and what foods to eat. The sport of MMA was growing fast but was still very young in nature and the trainers and fighters had not caught up to vast amount of participants looking to improving their combat skills to compete. Funk had a passion for training and helping others and wanted to help all combat fighters improve their overall performance through training and nutrition. When he returned home, he became certified through the MMACA (Mixed Martial Arts Conditioning Association) which was the turning point for him and his online business. He created FunkMMA blog, which was dedicated to helping all combat fighters, coaches, trainers and gym owners and began to work hard on posting video
  • 11. Personal Trainer Magazine content. Once again for Funk, this was not work, but something that he enjoyed doing. But it was time to grow the business side of things as he had amassed a loyal following of 10,000 plus subscribers who all had common barriers. With growing an online business you have to not only think about providing good free content, you also have to market to continually grow your following, perform website maintenance, shoot/edit videos, and stay relevant in the industry. All of which can be tedious and challenging, especially for one person. Funk was doing all of this, while continuing his 9- 5 job, which was becoming more and more stressful. So after thinking everything through and reverting back to his philosophy of doing things that you are passionate about, Funk made the decision to leave his 6 figure job to focus on his online fitness business full time. That was a big decision at the time as he was newly married and bought a house. But he was also confident that his passion for helping others succeed and reaching them online would prevail. Funk now has a very successful online fitness business where he has amassed a loyal following of over 200,000 worldwide, comprised mostly of combat fighters, trainers, coaches, gym owners and fitness enthusiasts and produces new online programs every 2 months. It is a dream come true and Funk truly finds passion for what he does. He wakes up everyday excited to see what new information and videos he can create and deliver to his subscribers. Funk states, “It is hard work and you have to be willing to put a lot of time into it. If you are passionate about it, you will find that it’s more exciting than it is work.” “I continue to learn new things everyday and immediately implement them into my business. Some work amazing and others fail drastically but you have to be willing to keep moving forward,” says Funk.
  • 12. Personal Trainer Magazine Funk knew that all his efforts had come to fruition when he received a message and video from Kevin, who had been using his strength and conditioning program for fighters. Kevin wanted to have his first MMA fight but was 50lbs heavier than he was slated to fight, was holding a lot of fat, and did not know where to start. After watching Funk’s workout videos on YouTube, investing in his program and following everything to the “T,” he not only made weight but had stated that he had incredible cardio, was ripped at 8% BF and won his first fight. For Funk that was a testament of how powerful his online business had become. Funk receives testimonials like this on a daily basis and he is very grateful for that. It is what keeps him driving forward everyday. Funk has endured many struggles while growing his business from how to grow his online followers, create and successfully launch an online product, to finding more ways to build residual income. But by asking for help when needed, investing in business growing products, surrounding himself with a strong team and mentors and having the passion for what he does, Funk continues to be one of the leading online fitness entrepreneurs in the industry. Here are a couple of Funk’s programs: Kettlebells for Fighters, Spartan Training & Nutrition for Fighters
  • 13. Personal Trainer Magazine Click here to check out Funk’s Spartan Training System
  • 14. Personal Trainer Magazine http://personaltrainermagazine.comThe Stare Down: What Defines Fitness?
  • 15. Personal Trainer Magazine By Dr. John Spencer Ellis “JSE” While contemplating the cover photo for our inaugural issue of Personal Trainer Magazine, I wanted a funny, eye-catching photo that made you think “WTF!” It worked! However, as we’re doing the photo shoot, I began to realize something far more important. Nobody has a monopoly on what defines fitness. It’s like arguing if golf is a game or a sport. Honestly, who gives a shit? There is more fitness than ever in the game of golf and top golfers have trainers, coaches and chiropractors. The same is true of most other top athletes. I know as much as I train, I still feel it when I play 18 holes. Maybe I’m getting off topic, but I think you see my point. In the cover photo, you see a stare down between a yogini and a pro MMA fighter. We could argue that they are opposing sides of the fitness spectrum. We would be right and wrong all at the same time. She can only attain “bliss” when she reaches internal calm, deep relaxed breathing and focus. She needs hip mobility to attain the perfect yoga postures. He reaches his peak when he’s amped up and ready to throw down. He needs to relax his breathing so he doesn’t get gassed in the first round. He needs incredible focus for the win. He needs hip mobility and range of motion for high kicks and an effective guard. Read the above paragraphs again. You will notice there are more similarities than there are differences. They are all too often overlooked because of unintentional blindness due to narrow-mindedness, preconceived notions, and unwillingness to see parallels, and sometimes just plain foolishness. I’d like to invite you to seek out the similarities, common themes, and beneficial relationships between activities that may first seem in opposition. No matter how different modes of fitness may first appear, I’m willing to bet when you look more closely, you will find far more similarities than differences. Make it a habit to seek out commonalities in fitness and other important things in your life. It will take you much further than focusing on the differences. Is Your Personal Brand Lost in Translation?
  • 16. Personal Trainer Magazine Clearly Communicating Your Value By Nick Nanton “The small grass is feel ashamed to smile, please don’t bother it.” “Please use the escalator on your behind.” “Take the Initiative for Bringing Invalidity Pregnant Parks.” No, we’re not making the above phrases up. These are actual public signs posted in foreign countries, where English is definitely not the first language. Now, the reader can almost get the idea of what they were aiming at – but not quite. That’s because the authors of those signs have some of the right words – but definitely not all of them. Result? A lot of blog sites that compile these kinds of signs because they’re funny to those of us who understand proper English. But these kinds of “lost in translation” examples also illustrate a huge point that’s important to everyone who wants to effectively communicate their personal brand: You may think you’re talking the language of your potential customers or clients, but in reality, you may not be making your point any more clearly than the handicapped bathroom sign that reads, “Deformed Man Toilet.” That’s because, as an authority in your field, you have a certain expertise that most of your audience does not. That’s great, because that expertise is the basis of your business and brand; you’re selling a knowledge base that your customers lack. But that advantage also sets up a challenge, in that those customers may have difficulty understanding what you’re trying to convey. Just because you know what you’re talking about doesn’t mean they do. The most common causes of miscommunication in conveying your brand are: • Providing inadequate information, so that your audience reaches their own conclusions, rather than the one you intended. For example, if you fail to let people know why you have credibility in your area, they may not fully believe your messaging. • Misinterpretation, where you word things in such a way that the audience gets the wrong idea. A good example of this is when you over-explain something and people think it’s too complicated for them to deal with. • Cultural differences, as seen in the first two paragraphs of this article! If your brand extends beyond the borders of your country, you can easily make the wrong impression and have no idea why! The good news is that you can solve these potential problems before they happen – by making sure your communication is efficient and effective. Here are a few ways your personal branding efforts can bridge the gap between what you know and what your potential customer doesn’t:
  • 17. Personal Trainer Magazine • Consider the best way to convey your information Is it better to do a series of Internet videos to communicate your personal brand? Or are a series of books better suited to your purpose? Decide what medium allows you to most clearly articulate your personal brand – as well as gives you the best shot at reaching your specific niche. • Use the simplest, clearest language to communicate. Jargon is a great shortcut to “talk shop” when you’re commiserating with fellow professionals – but it’s the worst possible way to talk to your leads. The more complex your language is, the more likely you’re liable to leave your audiences confused – so use plain and simple wording whenever possible. • Go from A to Z. Structure can be all-important when you’re talking to an audience. The old three- point rule of “Tell ‘em what you’re going to tell ‘em, tell ‘em, tell ‘em what you told ‘em” is actually some ancient wisdom from Aristotle himself. Don’t jump around with information; instead, put it in a clear and understandable order that people can easily follow. • Tailor your presentation to the audience you’re talking to. If you’re communicating with a very specific niche, make sure you speak their language. If it’s a group of soccer moms, be practical and down to earth. If it’s a C-level seminar, be polished and informative. And, if you’re in another country, make sure you know the rules of the game there. Remember, it’s all about them, not all about you. Communication should always be a decisive advantage to your personal brand, not a detriment – so make sure your message is coming through loud and clear!
  • 18. Personal Trainer Magazine 6 Personal Training Blunders to Avoid by Chris McCombs There are mistakes to be made in the training business, no doubt about that. I learned that the hard way. Fortunately, you are already on the path to avoid all of the major mistakes that I’ve made in my career, while saving tons of money and time in the process. What I’m about to share with you are some of the most common and detrimental mistakes to make in the personal training industry. Mistakes that I made for YEARS until I finally figured it out. If you can internalize and avoid these 6 mistakes, you will be well on your way to having a training business capable of growing faster than ever. 1. I trained people who didn’t match the type of program I wanted to develop. Starting out, I held semi-private sessions with 6 people at a time. I wanted to target a group of people looking to lose fat and tone up, so that’s solely who I should have been training. Instead, I was so stoked to get clients that I took in the occasional person with major limitations from obesity or injury. Hell, even someone on the opposite end of the spectrum like a body builder looking to be honed for competition raised issues. In my mind, business was business…. Right? WRONG. By doing this, the entire flow of my training sessions was off. Rather than being able to go from one person to the next and equally divide my time, the outlier client who was on a different level than everyone else needed babysitting. Now, there’s nothing wrong with training the Arnold Schwarzenegger or Chris Farley type of clients, if that’s your niche. But that’s just it: you gotta stay within your niche.
  • 19. Personal Trainer Magazine It’s better off for you, your business and those you train that you steer these types of clients towards a trainer better suited for their needs. Sure, it’s hard to turn away clients when you are first starting out, and you may lose 5-10% of the people who are looking to train with you at first, but this will come back ten-fold as your business grows and attracts even more clients who ARE a good fit for your market. 2. I cut my price for those who “couldn’t afford” it. Something that I failed to realize early on was that those who were committed to getting great results were willing to pay for them. Learn from my mistakes and know that 90% of the time if you let someone haggle you down in price, it will hurt your business rather than help it. Again, sometimes all business isn’t good business. Often times, it’s the price-cutting clients themselves that turn out to be a pain in the side to work with. There is nothing wrong with having low-entry rate programs to bring the clients in, but if you let them talk you down, you’re in for a trip. Be confident in what you offer and that what you charge is worth it. 3. I modeled myself after the trainers around me. And not the right kind either… This actually isn’t a bad idea if you do it right. Problem is most people, including myself, don’t. If you model yourself after the trainers that are making $30K a year, expect to make $30K a year. If you want to make $300K a year, you need to follow the example of a $300K/year trainer. Make sense? 4. I focused on the money, more than the people. This is a mistake that is easy to fall into. After all, the reason we start a business is to make money. What it took me way too long to learn was that as you focus more on the clients, the money will follow.
  • 20. Personal Trainer Magazine People first. Always. The money won’t be far behind. 5. I failed to document the results I produced through before and after photos from day 1. When looking for a product, all potential clients have one thing in common: they want proof. If they are seeking a trainer and find one guy with 30 before and after photos documenting the results his clients received from working with him, and another trainer with 3, whom do you think they are going to hire? More before and after photos that show PROOF that your program works will do the sales pitch for you. While I eventually did get a stockpile of photos that helped me get a HUGE amount of clients, I could have gotten even more had I done it sooner. Finally 6. Only 2 sources of clients were relied on. Google, and Craigslist. This is where I put all of my concentration on bringing in clientele. Yea, it worked. In fact at one point in time the $40K I was making was from people I found via Internet. The problem was that was my only focus: the Internet. Needless to say, once every Bob, Dick, and Harry started posting their training businesses on Craigslist and the dynamics of Google changed, my business began to struggle big time and competition was at an all time high. So, when putting yourself out there, it is better to have all the bases covered. Do NOT pigeon hole yourself. It wasn’t until I myself got a mentor that I saw all of the BIG mistakes I was making. Be ahead of the game, learn from my failures and you will see your business skyrocket like never before. Talk soon, Big Chris  Learn more about Chris at ChrisMcCombs.Net
  • 21. Personal Trainer Magazine
  • 22. Personal Trainer Magazine Nutrition – The Mi$$ing Part of a Coach’s Training Business By Kelli Calabrese MS Three years ago at Fitness Fortunes Live, a conference John Spencer Ellis and I hosted in Dallas for top trainers and coaches around the country, I asked the audience, “What role does nutrition play in your clients getting results?” I instructed them to raise their hands if it was at least 10%. The entire room had their hands up. Then I inquired of them to leave their hands up if nutrition was responsible for at least 20%, and the entire room still had arms raised high. By the time I got to 80%, a grand majority of the room still had their arms in the air. If nutrition represents 80%+ of our clients’ results, why are we not offering those services and why does it not represent 80% of our income? Nothing will frustrate a trainer (and client) more than to train consistently at high intensities and not see a desired result. You KNOW nutrition is the key to unlocking superior results and you are missing out if you are not offering a solution to your clients. I’ve heard the excuses. “Nutrition is not within a scope of practice of a trainer” or “I need to be a nutritionist.” That simply is not true. We can not prescribe a
  • 23. Personal Trainer Magazine specialized diet or meal plan, but we can certainly make approved recommendations and stand behind proven, award winning nutritional systems that are backed by research. I’ve also heard the objection that clients can’t afford both training and a nutrition program. That’s simply not true either! They are trading grocery or dining out money for a superior nutritional system. They will also spend money where they see value. If clients are offered a 30 day combined training and meal plan that is designed to produce optimal results the fastest and safest way, they will likely choose the combined option. Here’s a little secret I also found out when I started to present my clients with a nutritional system. They were already taking other products that were inferior, toxic, more expensive and were not designed to work together as a system to boost metabolism, burn fat, improve digestion, increase energy and build muscle. I was personally slow to adapt to the idea of introducing a nutritional system into my boot camp. I was their expert and had taught them to eat clean, how to build meals, read food labels, turn in food journals weekly and measure portions. The truth was that I could get clients so far and despite 5 days a week of an hour long high-intensity boot camp, they had hit a plateau and were feeling stuck and defeated. I decided to hand pick 5 of my loyal boot camp clients and introduce a 30 day cleansing and fat burning system from the world leader in nutritional cleansing – Isagenix. After 30 days – when most campers are running for the car, everyone circled around as I re-assessed these 5 to find out what they did that was so different and produced such dramatic results. That was the ah-ha moment. Every morning I would listen to the 5 chosen ones say things like, the fat is falling off, my waist is 3 inches smaller, my cravings are gone, my brain is more clear, I have energy to spare, I am sleeping better at night. That was the moment I knew there was something to it. The first year simply introducing Isagenix to my one boot camp, I earned an extra 35K and the results were astounding. Keep in mind our only expenses are to personally order about $150 a month in product which we get to eat, sell at 33% mark up, or use as promotional items which can be written off. Where else can you instantly be a partner in a 12 year old multi-billion dollar company complete with your own website (no inventory necessary) for $150 a month?
  • 24. Personal Trainer Magazine The second year I earned an extra 47K – again without taking it very seriously, but simply sharing in the pockets of my life as I heard a need that I knew could be resolved with a superior nutrition system. What I found was that as people got their bodies nourished, fat loss was a nice side effect. December of 2012, I sold my boot camp business and transferred that time to sharing Isagenix. Still working part time I earned over 100K. This year I am on target for 250K and just earned an all expense trip for 2 to the Ritz Carlton in Laguna Nigel. I still share Isagenix part time. Most of my team is comprised of fitness and wellness coaches and I am adding more people to my team. Isagenix provides 5 solutions - weight loss, energy & performance, youthful aging, rejuvenated skin and wealth creation. The company pays us daily on product bonuses, weekly on commissions, monthly on bonus pool pay and annually with holiday pay. I don’t know too many trainers who are having thousands of dollars transferred into their account a few weeks before Christmas. The Isagenix products are superior regarding a complete line of meal replacement shakes that use the highest quality undenatured protein from New Zealand that contain live digestive enzymes. They are free of soy, gluten and casein and contain 22 – 36 grams of protein depending on vegan or athlete options. Their systems are designed to naturally nourish the body, gently cleanse, help quickly recover from workouts, improve digestion, boost energy, reduce free radicals, lower stress with adaptogens, eliminate cravings, improve sleep and more. They have a full line of protein shakes, bars, performance drinks, multi-vitamins, skin care, kids’ vitamins, soup, chocolate, tea and more. To get more information about Isagenix International, which distributes nutritional supplements in 11 countries, go to We are adding business minded coaches to our team, who want to personally put this nutrition system to the test, easily get their clients superior results in a duplicable way and build a residual fortune part time. Nutrition is a billion dollar business and every person in the universe needs to eat and wants superior results. With a 100% money back guarantee, you have nothing to lose. Kelli Calabrese MS, Executive Isagenix International, Clinical Exercise Physiologist, Certified Nutrition Specialist. Over the past 27 years, Kelli has owned and operated fitness centers, managed corporate fitness sites, prepared over 3,000 candidates to become certified fitness professionals and was the lead fitness expert for eDiets and eFitness. Kelli has appeared on ABC, NBC, CBS, FOX and has traveled internationally speaking to trainers about the business and science of fitness. Kelli has been married for 20 years and has two teenage children.
  • 25. Personal Trainer Magazine
  • 26. Personal Trainer Magazine Your Core is Your Foundation By Andrew Ames Leading fitness organizations like NESTA and the American College of Sports Medicine urge all healthy adults to include muscle-strengthening exercises in their fitness regime at least twice a week for optimal health. Where should you begin? Start with your core as your foundation. Your “core” muscles are not just your abdominals; they actually also extend along your back and into your hip and legs. These are all the muscles that stabilize and support your pelvis and spine. Back pain is a common problem for more than 30 million Americans. The North American Spine Society suggests corrective postural exercises will help improve posture, ease symptoms, and prevent future back pains. Your core is your foundation; it’s the start of your fitness program. For any chronic back pain or injury, consult with your primary physician before beginning any exercise program. Core Anatomy 101: Front: Rectus Abdominis, Obliques, Transverse Abdominis, Intercostals, and Erector Spinae Back: Latissimus Dorsi, Levatators, and Erector Spinae Hip Flexors: AB/AD Ductors, Piriformis, Psoas Major/Minor, Tensor Fasciae Latae Legs: Quadriceps (Vastus Intermedius/Lateralis/Medialis, Sartorius), Hamstrings (Semitendinosus, Semimembranosus, Biceps Femoris), and Gluteus Maximus/Minimus, Iliopsoas, and Iliacus. 3 Top Core Exercises: Today, Pilates, Barre, and Yoga classes are all common outlets that focus primarily on the core muscle groups. This doesn’t mean it is your only outlet to start on your foundation. Here are three exercises you can include in your fitness regime. 1. Plank This isometric contraction strengthens the obliques and transverse abdominis, along with your back and shoulder complex. Start: On your hands and knees, and your palms under your shoulders, extend both legs behind you, toes tucked under, to a push-up-like position. Engage your abdominals to prevent a “sway-back,” also known as an arch in your lower back. Keep your head and neck relaxed by gazing at the floor. Hold this plank position for 1-2 minutes. Repeat this pose 3-6 times. Variation: Utilize the same instructions but position your forearms on the floor instead of your hands. Keep the elbows directly under the shoulders.
  • 27. Personal Trainer Magazine 2. Hip Raise Strengthen your glutes, hamstrings, quadriceps and erector spinae. Start: Lying on your back, aka Supine Position, bend your knees and keep your feet flat on the floor. Place your arms at your side, with your palms facing up. Engage your core as you squeeze your glutes and raise your hips off the floor. Your torso and hip should move as one unit. Allow your body to form a straight line from your shoulders to your knees. Keep your body engaged as you lower your body back to the starting position. Perform this exercise 15-20 times. Rest for 30 seconds. Repeat 3-6 times. Variation: Utilize the same instructions, but position one leg at a 45-degree angle. This will increase the level of difficulty. 3. Cobra Pose Strengthening your erector spinae and opening up your hip flexors. Start: Lie on your stomach with palms flat on the floor near your ribs. Extend your legs straight behind you, and press the tops of your feet into the floor. Exhale. Engage your abdominals as you lengthen out through your spine and slowly raise your head and chest off the floor, using only your back muscles. Do not press down with your arms to lift your body up. Keep both sides of your hip on the floor. Keep your neck relaxed by gazing towards the floor. Slowly lower yourself back down to the floor. Repeat this exercise 3-6 times. Variation: Utilize the same instructions, but in the cobra pose tuck your toes under your feet and lift your legs and hips off the floor. Keep your shoulders down and press your hands into the ground. This will increase the level of difficulty. A few “core” concepts  Always keep your core engaged, or as I like to say “Locked and Loaded” while performing any exercise.  Allow the movements to be controlled, slow-paced, movements with a steady breath. Avoid holding your breath, aka The Valsalva Maneuver.  As a beginner, try performing the minimum and/or repeat to avoid any prolonged soreness thereafter.  Alter any modifications or variations as needed. You know your body best, and every body is different. So use these tools as a guideline towards your core exercise program.  Always check with your primary physician before starting any exercise program.
  • 28. Personal Trainer Magazine
  • 29. Personal Trainer Magazine Cracking the Community Code By Alicia Streger & Carrie Kukuda We learned a staggering statistic last weekend that the average client only sticks with his/her personal trainer or boot camp for 6 months. 6 MONTHS! HOW EXHAUSTING. Think about how much time and energy you spend on lead generation, your sales funnel, and building relationships with your new clients. Do you really want to spend all of that time, energy, and financial investment and have that client leave you in 6 short months….and having to repeat that cycle over and over again? We know you’ve heard this before, but it costs you LOADS more money to acquire a new client than it does to keep a current one in your program. Our retention rates for our fitness boot camps are on average 18 months. What we do is not magic. It’s just about reallocating your resources to over- deliver like crazy and create that unbreakable bond in your [enter your brand here] community. Here are three current strategies that we’re using in our businesses RIGHT NOW to increase client engagement, build stronger relationships, and drive our retention rates through the roof. Strategy #1: [Your Business Name] Members-Only Weekly Email We send a weekly email to our clients to create a stronger sense of community and deliver more value. Every Monday we send out a weekly members-only email. Here’s the exact format that we use:  Challenge of the Week: Could be anything from no added sugars one week to getting 15 minutes of sunshine per day to complimenting a complete stranger.  Welcome New Members: A big welcome to all new members from the previous week.  Client Birthdays: We list all of our clients whose birthdays are that week and we give them a big shout-out.  Referral Thank You’s: We publically thank our clients who have sent in a referral the previous week.
  • 30. Personal Trainer Magazine  Celebrate Anniversaries: If clients have been with you for 1,2,3,4 or more years, make sure to give them an extra special acknowledgement in this email! Strategy #2: Train for an Event with Your Clients Nothing builds a stronger community than training together for a bigger purpose. Choose a charity event such as a 5K, Obstacle Run, or a Sprint Triathlon. Make sure to take your clients’ interests and fitness levels into consideration before choosing a race. You may even want to have them vote on the race you select for the group! Here are the steps to take for a successful event with your clients:  Pick a Local Race  Design a training program 6-12 weeks (depending on the event)  Have T-shirts designed for the event for all your participants  For those members who are not able/want to participate, encourage them to still come out to support with posters and signs to cheer your team on!  Have everyone wait at the finish line for each other  Take lots of pictures to share on Facebook Start recruiting early and remind all your clients no matter what their fitness level is, they will have the support of your team and community and they can absolutely do it! This is one of our favorite ways to build a tight and unbreakable bond within our community. Strategy #3: Build a RIDICULOUSLY active Private Facebook Page. You’ve got to BE where your clients are… and your clients are on Facebook. Here’s our exact strategy for posting in our Private Facebook Groups.  Monday: Challenge of the Week (use the same challenge from your weekly email)  Tuesday: Inspirational Picture or Message  Wednesday: Recipe of the Week  Thursday: Trainer Tip (fitness, nutrition, mindset, anything you want)  Friday: Weekend Warrior Workout Like we said, it’s NOT magic….it’s just a system that WORKS.
  • 31. Personal Trainer Magazine Once we post the challenge of the week, we ask our clients to post their action step in a comment. On Wednesday, we tag them in a post asking them how their challenge is going and hold them accountable to their action step and completing the challenge. These posts give our clients an extra level of accountability, education, and support… and you can pretty much guarantee that Plain Jane Fitness next door is not going to be making the extra effort to do this. It’s about being consistent and over-delivering. Your clients will TRULY appreciate this extra level of service and it shows that you genuinely care about their success. We’re challenging YOU to step up your game and crush the industry standard of a 6-month retention rate. Start by implementing ONE new system into your business at a time, and watch your retention levels skyrocket. Alicia Streger & Carrie Kukuda Retention Experts and Boot Camp Business Success The Boot Camp Girls, Alicia Streger & Carrie Kukuda, have been in the fitness industry for a combined 30+ years. They both run their own boot camps and are still in the trenches by choice. Carrie and Alicia teamed up 5 years ago and have made it their mission to offer other fitness professionals products (Done-for-You) and services (Coaching) that will allow others to do what they love and still live life! Their goal is to create financial freedom through their passion for fitness and to share their journey, strategies, motivation, and tools with other trainers and fitness business owners so they can do the same. To learn more about the Alicia & Carrie, visit their blog: or email:
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  • 33. Personal Trainer Magazine The Most Underrated Marketing Strategy That Generates More Money Than Anything Else By Erik Rokeach OK… OK…. So what's this whole "underrated marketing strategy?" It's pretty simple. It's collecting and using social proof (aka testimonials/case studies) the right way. Now before we dive into this whole thing I'm going to be very blunt and probably offend a few people by saying... 99.99999% of trainers and coaches have no idea how to collect testimonials and case studies that work. How do I know? Because every day I speak with coaches and trainers that ask me how they can use their testimonials and case studies to bring in clients? Every single day. This tells me two things… 1) The way they are collecting their social proof is wrong 2) It's not working for them. That's O.K. though. No one has every really spoken about or shown people how to get social proof that works. All the gurus say you need to get before and after pics, testimonials, and case studies. But chances are they are just saying that because someone else told them that. The funny thing is the gurus were influenced by social proof to tell you that. They had all these people telling them to use this stuff. Since enough people
  • 34. Personal Trainer Magazine were saying the same thing, they did it. Now they are saying the same to you. That right there shows how much influence social proof can have. But very few in this industry have ever stopped to analyze how powerful case studies and testimonials are. Now that I think about it, this is true in most other industries too. There are many reasons why we haven't spent the time digging into this. The main reason is that most people don't see the tangible value in social proof. I was the same way. Until I started testing and tracking this a lot. If you don't think there is value in social proof or testimonials, then why do big corporations pay millions of dollars for endorsements to athletes, celebrities, and experts? That's because the corporations know they are going to make a huge return on their investment. Here are a few other examples. One client of mine generated $19,500 in less than a week, just by using a video testimonial. That's it. Another client brought in $52,000 in less than two months, just by using testimonials. I am friends with 2 people in the coaching and fitness industry who have brought
  • 35. Personal Trainer Magazine in over 7 figures to their business just by using testimonials. These 2 guys get it! So let's look into this a little more. What brings in the most business? Word of mouth… right? In the fitness and coaching industry around 90% of businesses’ main growth is through word of mouth. Word of mouth is just another way to say testimonial or social proof. So if most businesses bring in the majority of their clients from this, than why wouldn't they focus on building ways to get more testimonials and leverage that word of mouth? It really doesn't make a lot sense does it? Well, it's probably because no one has spent time to collect and use social proof the right way and actually see how it's going to bring in money. I don't know about you, but if I had someone else saying how great my stuff was to all their friends and then have that recorded or written down for everyone to see, I'd use it a lot. Especially knowing that it's doing all the work for me and I don't have to try and bust my butt to spread the word myself. For that to work though there is one important key. This is a big area that coaches and trainers drop the ball. The key is how you collect them and what you need from them. Even the guys who get it, and bring in a lot of clients using case studies and social proof still do a lot of things wrong. The #1 question I get when it comes to all of this is… What should I ask my clients for in a testimonial? You know what my answer is? It depends. Crappy answer… right? But it's the truth. You have to know what you are looking for, and what you are going to do with
  • 36. Personal Trainer Magazine their responses before you can get them. You need a plan. That's what 99% of coaches and trainers never have. No one has a plan on how to use them. And that's not even mentioning if the testimonials they collected were good. It's like having a client coming in to lose weight and you telling them, “I have no idea how I'm going to get you to lose weight.” That's how most people approach testimonials and case studies. Once you have a plan, it's much easier to figure out what you need when it comes to your testimonials. Then you have a better idea on what you can ask for. This is where the other factor comes in though. You are a trainer and coach, and are great at changing lives. Unfortunately, the chances are you are not a professional interviewer or “testimonial collector.” Now of course you can collect them yourself. But there is no way they will be as good as if you had a pro getting them for you. Think about it this way. If you go up to a client and say, “Hey, can I get a testimonial from you?” they are going to say sure, but they are going to feel really awkward. This is because they won’t know what to say, you won’t know the best thing to ask for, and lastly, it’s really weird to ask someone to tell you how cool you are. The best bet is to have a 3rd party do it for you. I cannot stress this enough. Not because this is what I do, but because a 3rd party will allow your client to freely talk about you and your business and not feel uncomfortable. That will allow you to get amazing case studies and testimonials.
  • 37. Personal Trainer Magazine Plus it is way easier if you have someone else handle the testimonials. Someone who is good at getting information out of people, and you don’t have to do the work. This is something I stress for all the different types of social proof you can collect. The more connected you are to your clients the harder it will be for them to open up to you if you are asking them. It’s because it’s really awkward to tell someone how great they are. As soon as your clients are uncomfortable, they shut down. So, if you want to really start adding money and clients to your business, then you need to have a plan on how you are going to use all of your social proof, and you should have someone else do it for you. Once you have them collected, and then follow that plan, I guarantee you will bring in more clients. Erik Rokeach is the owner of Testimonial Publishing, where he helps trainers, coaches and fitness pros get more clients by using the power of social proof and testimonials. To see how he helped one client bring in over $50,000 in less then 6 months, click here.
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  • 39. Personal Trainer Magazine Do You Have an Idea for an Awesome Fitness App? Get This 8-Day App Business Plan If you're not making money with apps, you should be. World-class App guru Chad Mureta put together an awesome plan to help you get an app business off the ground within the next 8 days and it's a gift -- get your copy right here. I'm ALL ABOUT your success… charge on, my friends. DETAILS >>>
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  • 41. Personal Trainer Magazine How to become the Highest Paid Trainer in your Town using the #1 Retention Tool for Advanced Fat Loss By Emile Jarreau When I first started as a young trainer 27 years ago, there was no clear-cut guideline as to what was most important to become a successful, well-paid fitness professional. I thought the focus of training was about a lot of different things. My initial thought was simply to become certified and learn to teach people how to exercise correctly. During the ‘70s and ‘80s, there were no leaders that stood out in the field, except for ACE (American Council of Exercise), one of the first fitness professional certifications available, which signified a minimum level of specific exercise knowledge. At that time, the process of getting a certification didn’t entail understanding the answers to these important questions: How do you market properly in order to attract more clients into your business? What is the best way to sell fitness? And what is the best style of communication? The answers to these questions took a while for the fitness professional industry to adopt and eventually model what other industries did in their fields. In the beginning, the sales and marketing instruction really was lagging. There was really only that simple certification which taught only how to do basic screening assessments and how to teach others to safely lift weights to correct postural imbalances.
  • 42. Personal Trainer Magazine Then there was a turning point for me, personally and professionally. I wanted to look more muscular. I wanted to have a certain body shape, which led me to become interested in bodybuilding. With Arnold and Frank Zane as big influences for me, I decided to compete in my first show. This moment really highlighted the benefits of better eating and nutrition and how they both affected my look. As the physical appearance of my body changed, so did my questions about training and eating. When people saw my physical change, they wanted to know how I was lifting and how much cardio I was doing. At the time, there was no certification that stressed the importance of diet. I understood that eating a certain amount of protein, carbohydrates and fats, plus some extra supplements were required, but diet focus didn’t really get serious until the last six to eight weeks before competition. This is when one usually implements more intense forms of cardio into their regime and makes adjustments of macronutrients to their diets. Early during contest prep, I became known for my ability to become lean from eating a lot of fat in the form of peanut butter. In the late ‘80s and early ‘90s, I started to follow a lot of bodybuilding protocols and certain controversial strategies that applied to eating and nutrition. This allowed me to achieve the fine- tuning that advanced fat loss required, and drop my body fat down beneath four percent. That aspect really attracted a lot of attention from the other trainers. Not really understanding diet or nutrition well, they were envious. I had never been the biggest, strongest, fastest or most skilled guy in the gym. Yet I understood eating well to become leaner during the last few weeks before competition. For this fact alone, my client base literally doubled and tripled overnight within a four to eight week period. Each time I planned to compete, I would go into an off season building phase to add shape or size to a region of my body. Then, starting about four months before the next show, I would begin to lean out. This would again result in a growth in my client base and I started to recognize that the leaner and more fit I stayed, the better was my client response. What the big client building and retention tool seemed to be pointing to was my specific diet and nutrition strategy that kept me fit.
  • 43. Personal Trainer Magazine From the mid ‘90s to 2000, the Internet didn’t have many reliable resources about nutrition and supplementation. There were many confusing theories and much misinformation about what was best regarding the various topics of high and low carbs, high and low fats, high and low proteins, and various fasting strategies. Knowledge had to be learned and applied “cyclically” and in phases with a certain physique or sports goal requirement. People needed to be taught the psychology needed to be successful with each type of plan. It is imperative that a layered system of learning be taught before a client can “clean house” and begin moving away from a diet of eating whatever they see. It’s a challenge moving a novice person into the advanced understanding of the micro and macronutrients versus someone who’s more advanced and more competitive, so there’s a step-by-step process that you must use. It is important to create a master list of the super foods that help build a strong nutritional base while also supporting sports and fitness goals by using an appropriate macronutrient split for each phase of a training cycle. Concluding this article, I’d like to stress the importance of incorporating nutrition on some level within your business. This is truly the ‘secret technique’ to acquiring more clients and once learned and implemented, it will certainly become one of the major foundational building blocks of your fitness business. Emile Jarreau is owner of M2 Fitness Pros LBC and the creator of M2 ProDesign, an Advanced Fat Loss Coaching Program for Fitness professionals. For 27 years, Emile has served over 10,896 people, helping them collectively lose 4+ tons of fat. Visit Emile’s website at or call directly at 1-562-435-4639 (24 hr operators).
  • 44. Personal Trainer Magazine Does Your Website Make You a Celebrity? By Lindsay Dicks Why should you care about being a “celebrity?” After all, you’re a business owner— you’re interested in making a profit, not making headlines on or in the tabloids. So what’s the big deal? It comes down to two simple reasons. Becoming a celebrity within your market allows you to bring in more business. And it allows you to charge higher rates, boosting your bottom line. More customers and a higher profit margin per customer. Those are two goals that every business owner would consider worth pursuing. But how can becoming a CelebrityExpert® help you achieve them? Because customers want to work with an expert. Think about it for a moment—if you had to choose a new dentist for your kids, and cost wasn’t an issue, how would you make this choice? Chances are you’d look for the most well-respected, expert dental professional in your area. The same goes for a lawyer or a retirement planner. Expertise matters and your CelebrityExpert® status will establish YOU as the expert in your market. This position in your market will ensure that you have a steady stream of new business—and it guarantees that your customers will be willing to pay premium rates for your services. That in a nutshell is why branding yourself as a celebrity within your market is so important. But as you can well imagine, there’s a lot that goes into such a campaign. From publishing a best-selling book to appearing on local TV affiliates, we help our clients achieve CelebrityExpert® status through a variety of channels. Today, we’re going to focus on one element of a successful celebrity brand— your website. By now, most businesses have a website. But there’s a big difference between “any old” website and a website that effectively positions you as a celebrity within your market. And because your website often creates the “first impression” of your business for potential customers, if it doesn’t create the right image, you’re going to be fighting an uphill battle to establish your unique value to the customer. Below are several questions to ask yourself as you review your website and determine whether or not it brands you in the best possible light.
  • 45. Personal Trainer Magazine Does your site highlight your media exposure? Have you written a book? Appeared on the radio? Been quoted in the newspaper or a magazine? Appeared on TV? If so, your website should prominently highlight this media exposure. Mass media appearances are one of the best ways to build credibility, and your website should leverage this credibility to the fullest. Does your website demonstrate your industry expertise? Remember, your customers want to work with an expert—and your website should make it clear that you’re the expert they are looking for! You can do this by highlighting your experience and your respected status within your market. But you can also accomplish this by writing blogs and articles on your site. Remember, writing about your industry makes it clear to your audience that you know what you’re talking about! Does your website make you LOOK like a celebrity? Visuals are important—and your website should feature photos or video that make you “look the part” of a celebrity. It’s important that you have professional-caliber photos on your site, in particular. Many business owners don’t want to take the time to get high-quality photos done, but this is a mistake. Investing in great photos and other media is one of the best decisions you can make. Does your site function and feel high-end? Technology is always changing, and can also be unreliable. Unfortunately, the result for many business owners is that their website doesn’t function the way it should. If you’re hoping to build your brand as a high-end, industry leading business, your website simply has to look the part. And it has to function properly. You can’t afford glitches and bugs that devalue your business! Does your website showcase your social media activity? In today’s world, your presence on social media sites like Facebook and LinkedIn is very important to building your brand. And your website should highlight these efforts by making it easy for your visitors to connect with you via social media. It can be as simple as a link or a button that your visitor clicks on—but too many businesses fail to even include this! Don’t make that mistake. Does your website offer FREE content of value? Free content like a special report, an e-book, or a white paper is a great way to demonstrate your knowledge and your industry expertise. Making it free gives your visitors a chance to get to know you without taking any risk.
  • 46. Personal Trainer Magazine Does your site feature glowing testimonials? Testimonials from satisfied customers go a long way towards inspiring confidence in your prospects. If you don’t have any testimonials currently on your site, you need to get to work. If possible, include a picture of the individual giving the testimonial, as this makes the testimonial feel even more credible. Does your site differentiate you from your competition? You can’t be a celebrity if you’re “just like everyone else.” What makes you different from the competitors in your market? Is it your industry expertise? Your unique way of doing business? Your personality? Your sense of humor? Whatever your angle may be, it’s important that your website drives it home and makes it clear that you bring things to the table that none of your competitors can. Building a powerful personal brand is critical to the success of your business—and your website is an important element of this process. Your website has the power to help you achieve CelebrityExpert® status, but it can also undermine your efforts. Take a few moments right now to evaluate your site in the light of what we’ve covered here today. Remember that your website often creates the first impression of your business for potential customers—so make sure it creates an impression that you are happy with! Learn about creating your own Celebrity Website
  • 47. Personal Trainer Magazine If You Want More Clients… By Pat Rigsby In my estimation most fitness professionals are leaving at least 50% of their sales on the table. They let people come in and do trials and hope people will magically become clients. They hope some magic gimmick or trick will build their business. Hoping is for losers. Selling is what you need to do if you want to build your business. I put this simple concept to the test with one of our Fitness Revolution franchisees and he immediately doubled his best month ever. Then we coached a few of our Accelerator members to focus on selling for 21 days and almost every one of them exceeded their best previous full month in just 3 weeks. What we suggested was simple: they all make sure that every new person, be it a lead or someone on a Trial, sit down with them for a Success Session and go through a 3 step process: 1. Rapport Building / Questioning 2. Value Building - both verbally and through examples of exercises 3. Prescribing Recommended Program Ideally this would happen as close to the point of first contact with that person as possible. No week of experiencing the program. No fear of asking for a sale. Get to know them and what they need. Show them how you can help. Ask them to become a client. It’s that simple, but we get in our own way far too often. Let’s face it, most people are never more motivated than on Day One, so the closer to Day One that you can get them to make a true commitment, the more likely they will stay. You MUST get people to sit down and make a real commitment if you want your business to reach its goals and the people you serve to reach theirs. In fact, if you want more business, it doesn’t get any simpler than these two rules: 1. The One Day Rule – Never go more than one day without getting a new lead or activating an inactive lead. If you go more than one day without getting a
  • 48. Personal Trainer Magazine lead or activating a dormant one, then you’re spending your time on things that don’t drive the business. 2. The Two Day Rule – Never go more than two days without sitting down and going through a Success Session with someone. Again - if you go more than two days without a Success Session then you’re spending your time on things that don’t drive the business. Follow this approach and you’ll get more clients. I’ve seen what will happen if people go through a Success Session with a solid fitness professional; so those two rules, as simple as they are, will keep you moving forward. You’ll generate massive momentum and unstoppable confidence in your ability to sell and your ability to help people. If you want to get more clients and you’re not already following this approach – you need to start today. Use your Lead Generation Offers to help you get people in the door for the first time and to provide an opportunity to convert those people who are not ready to make a real commitment on day one. DO NOT use them as a crutch to avoid sitting down with someone and selling what you have to offer. They need your help. They want you to lead them. That’s why they came to you in the first place so take control of the sales process, find out what they want, tell them how your programs will provide it and sell the right solution.
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  • 50. Personal Trainer Magazine How Healthy Is Your Visibility? By Justin Mandel The personal rewards for exercising include a constant, nearly contagious feeling of healthy nourishment from the personal time and devotion taken to get the fit-looking body you love. Suffice it to say, these internal and external rewards most likely work in concert with a major passion for assisting others in staying healthy and looking the part. Additionally, it is highly likely that contagious feeling, which sprouted from healthy lifestyle choices, is now an everyday part of you and something you are determined to share. Nonetheless, despite the positive outlook and increased energy your healthy lifestyle provides on a personal level, are you still filling the business-side (the schedule) with clients who, similar to you, want to feel and look better? If you are like the majority of personal trainers, maybe in part because of the continued economic downturn or “quick-fix” online training “solutions,” your schedule may be emptier than you wish. After all, you worked hard to carve out a career in something you are passionate about, to TRAIN others, not to use all that energy in the pursuit of increased visibility. Nonetheless, the balance between pursuing your passion to assist people in reaching their fitness and lifestyle goals, and the need to increase your client base, is a conundrum we all find ourselves in. This situation, however, is one in which many trainers currently would wish to be. Think about it; simply having a consistent client base means you already are in the right position to keep the business moving upward and outward. Therefore, what can be done to parlay that momentum into more visibility for the services you have to offer? How can you jumpstart your business once again? Is there a way to increase your client base without needing to pay ridiculous prices for ineffective advertising or confusing marketing strategies that don’t necessarily target the correct audience and you may be unsure of how to implement? The #1 solution that most personal trainers never take advantage of also happens to be the one we are all most aware of, PUBLICITY. You are probably starting to get curious what this is....
  • 51. Personal Trainer Magazine Leveraging the power of PUBLICITY is something every personal trainer should be doing on a regular basis. The public needs to know about your business, your events, and your strengths. PUBLICITY is what assists you in targeting the people in your local area most likely to benefit from and be interested in your skills. PUBLICITY puts you square in the public eye immediately as the “go-to” personal training expert in your area. When the local radio and newspaper features you with a full-color photo and article or recorded spot, your client-base will jump from a stand- still to filled overnight. That is the POWER OF PUBLICITY in action. PUBLICITY is the #1 strategy to use because unlike other marketing and advertising, you achieve increased credibility as it is not self-promotion. Rather, PUBLICITY is a highly respected third party providing objective information to your future client base as to why you are the experienced professional being showcased. PUBCLICITY, without question, offers the single best return on your investment. Instead of paying for expensive advertising campaigns that drain bank accounts or ineffective and untargeted marketing, PUBLICITY makes sure the media is where you are to be seen and is focused on those interested in your services. PUBLICITY does this like nothing before and needs to be experienced to be fully believed. Click here to learn how you can get unlimited publicity for an entire year!
  • 52. Personal Trainer Magazine
  • 53. Personal Trainer Magazine Don’t Overinflate Your Own Sense of Self Worth By Tom Terwilliger When I first started in the fitness industry some 30 years ago, I worked as an instructor at a Holiday Health Spa in Long Island, New York. Holiday was a large club chain later purchased by Bally’s. Their primary and overriding philosophy revolved around the repetitive use of one word - sell, sell, sell! Service was secondary to new member recruitment. Yes there was actually a time when we valued “new” members more than we did servicing, satisfying and ultimately retaining existing members. I was always being reprimanded by my superiors (I use that term loosely) for spending too much time and energy helping members with their programs and not enough collecting referral names. When I tried to defend the reasoning behind my efforts I was abruptly told by one manager, “Don’t overinflate your sense of self worth around here Terwilliger… you’re here to pick up towels, make sure no one gets killed on the machines, and collect referral names --that’s it.” At the time I didn’t recognize the arrogance and ignorance of the statement and it hurt. Perhaps if I were to reach for a positive lesson from the experience I could say those harsh, momentarily demonizing words have on some level served me over the years. Humility after all has always been the bedrock of my own success philosophy. Even in my years of Kung Fu studies I was taught the importance of Kindness, Patience, Diligence and Humility (painfully at times). But why not overinflate our sense of self worth? We certainly spend enough time under inflating it. Studies in the area of self talk and motivation show that the majority of our inner dialog tends to be negative. It would appear, unless kept in check, “I can’t!” vs “I can!” - dominates our inner vocabulary. We also know from research and perhaps some personal experience that this negative self talk can have a profound impact on our ability to produce the results we would like. It can also be infectious to others. Like it or not, even when we make an effort to mask it, negative self talk can and often does reveal itself to the people around us. As an expert in the area of physiology you already know that your body’s unconscious language is heard by others even louder than your words. It’s pretty tough to convey an attitude of positive optimism when what we’re thinking is more in the vain of… “this sucks,” “why aren’t I further along,” “I’m not making enough money,” “I can’t do this,” “I’m wasting my time,” or “what’s wrong with me” instead of “what an awesome freaking day filled with opportunities to serve and make a difference.” We want better results… more money, recognition, celebrity status, etc., but that desire doesn’t’ always match our self-talk. Why is this a problem?
  • 54. Personal Trainer Magazine To answer that question let’s take a second to reverse engineer the results process. RESULTS <- ACTION <- FEELING <- THOUGHTS I’m betting we can agree that there are no RESULTS, good or bad, without ACTION. Even turning on the TV requires an action. Action is the direct result of an emotional trigger or FEELING – you “feel” like taking a walk so you get up and start moving or maybe you “feel” bad because you had pizza and a few brews last night and are quickly moved to lace up the running shoes. Trigger emotions are spawn from a single THOUGHT – “I feel like a slob, I need to get up and move right now!” So it could be said that your thoughts are almost single handedly responsible for every result you have in your life right now. And if so, wouldn’t it be appropriate to not only be consciously aware of your thoughts and how they are impacting your emotions, but also to actually manipulate those thoughts in a way that “inflates” your sense of self worth and the likelihood of following through on the positive actions needed to produce the results you really want? Once you become aware of your own self talk and begin the process of reconditioning its language, you’ll simultaneously be developing a skill that will serve not only yourself but also the people who place a high value on your service. Start by bringing your little inner voice into the light for close examination. Known as “The Achievement Mentor,” Tom Terwilliger is a leading authority on the Science of Achievement, international speaker and empowerment trainer and acclaimed #1 bestselling author. His inspiring story of pulling himself from the world of drug and alcohol abusing outlaw biker to National Bodybuilding Champion (Mr. America) and high achiever has inspired countless others to reach for their own limitless potential. For the rest of the story check out Tom Terwilliger - Max Mindset Twitter, Google+ and Facebook
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  • 56. Personal Trainer Magazine Why Workout? He Will Just Get Fat! By Chris Rosati Considering the average American starts a new diet four times a year and that America is one of the world’s richest countries, we have to question- why are Americans so fat? The fitness industry totals over 21.8 billion dollars in revenue a year. 2013 statistics prove that over 27 percent of Americans are obese. Even more disturbing is that studies show that Americans consume more calories than any other country. If you ask me, the average American is overweight due to their personal choice. He is fat because he chose to be fat Whether you like it or not, your client made a decision along the way. Maybe he chose to ignore his increasing weight. Maybe he chose to ignore any symptoms of obesity. Or maybe he just gave up because dieting is too hard. In the end, your client made a choice that brought him to his current state. Yet, he still purchases diet books and gym memberships. And after two months of trying to dedicate himself to dieting, he will realize that it’s tough, and the commitment slips away from him. Another failed attempt has occurred! But deep down, he knows how to lose weight. Has your client ever walked or got on a bicycle before? Does he know vegetables are actually good for him? Your client knows they have vitamins. He knows the basics of healthy nutrition and exercise. But instead, he is allowing businesses to make money based on not taking charge of his own actions. If your client cannot realistically devote the time needed for success, then he must be comfortable with mediocrity. Unfortunately, beating himself up will only create negative actions, and will probably leave him worse off than he already is. Being generally healthy is of the upmost importance, and everyone should make the time and effort to achieve it. There is no substitute for hard work It’s incredibly imperative to help him make long-term commitments to changing his approach to how he will live his life. You must equip your client with proper knowledge to become a healthier, thinner individual. Your client will certainly have to work at this and it will not happen overnight. In a world of instant gratification, he must drive himself against the grain, push himself beyond his limits, and without doubt, he will gain success. Your client cannot blame others for the shape he is in. He has to look at himself in the mirror; he has to take responsibility for his choices. Anything is possible, now is the time to truly help your client. Are you enabling his failure? How will you empower him?
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  • 58. Personal Trainer Magazine Why you must optimize the commander of all hormones
  • 59. Personal Trainer Magazine Leptin for hormone optimization By Mike Mahler Optimizing hormone levels is critical to good health, as you’re only as healthy as your hormone levels. Hormones influence our moods, thought patterns, (negative and positive) behaviors, appearance, and our ability to handle stress. To best optimize hormone levels focus on the big picture, namely the big three: leptin, insulin, and adrenaline. And of these three, leptin is the most important since insufficient leptin further compromises testosterone and growth hormone. What exactly is leptin? A hormone produced by fat cells, leptin was discovered in 1994. Leptin's primary job is restoring fat reserves when energy (food) is consumed. This is a biological survival mechanism to increase survival chances in case of famine. (These days, however, the closest most people approach famine is their two-hour downtime between meals!) After restoring fat reserves, leptin determines how much energy the body needs and where it's best spent. Leptin, in fact, leads the entire hormonal cascade. When leptin levels drop, the brain receives a signal (from another hormone, grehlin) that it's time to eat. Ideally you'll pick healthy options, e.g., high-quality foods to replenish the brain's neurotransmitters and refill liver and muscle glycogen. When you eat a meal, leptin levels rise again, signaling the brain that enough calories have been consumed and it's time to stop eating. Insulin levels also rise with food intake and insulin’s job is to get as much nutrition as possible into the liver and muscles. If the muscles and liver are already full of nutrients then nutrient spillover occurs and excess calories are stored as fat. When leptin is working properly it prevents nutrient spillover by telling insulin to shut off after your tank is full. When you don't eat enough calories (or, more precisely, derive enough energy from the food you eat) for too long a time, leptin signals the thyroid hormones to decrease metabolic rate in order to conserve energy. In addition to slowing down fat loss, a sluggish metabolic rate will hamper sex hormone production and anabolism in general. Since the production of sex hormones is energy intensive, if the body isn't receiving adequate fuel, all stores will go to maintenance and repair before growth-- and growth means muscle tissue, among other things. Muscle maintenance and growth are your best tools for fat loss and optimal body composition. Without adequate sex hormone production, in particular testosterone and growth hormone, you will not be able to build muscle. The best you can hope for is skinny fat, and taking up less space on the planet does equate to lean and healthy. Skinny fat is still poor body composition. Neither are high levels of leptin the same as optimal levels. Ironically, overweight people have high leptin levels, but the brain doesn't "know" those levels are high due to a condition called leptin resistance, wherein the satiety messages issued from leptin
  • 60. Personal Trainer Magazine never make it to the brain's receptors, which generally results in excess calorie intake before satiety is registered. Overeating in general obviously results in excess calories being stored as fat. Hard training athletes can get way with unseemly calorie intake since their energy demand is higher than the average person, their insulin sensitivity is high and their muscles store and metabolize more glycogen. The average person's liver and muscle glycogen storage is considerably more limited and further, their insulin resistance may be compromised. Once the average person's liver and muscle glycogen stores are refilled, (if they were ever depleted in the first place) the rest of the meal's energy value goes to fat storage, to be used--ideally--another day. This is why I think post- workout, high-carbohydrate "recovery" shakes are a mistake, at least for the average person of sub-optimal body composition (i.e., too fat) who consumes adequate carbohydrates throughout the day already. Combined with less-than-optimal insulin sensitivity in the muscles, it's a recipe for increasing body fat. Excessive calorie intake is the fast track to leptin resistance. Since it's hard to eat excess of the so-called "clean" foods, excess calories usually come from junk foods. Junk foods may be appropriate for an elite athlete requiring prodigious calorie intake to fuel training but you're probably not in that category! For most people, frequent intake of fast foods and other junk foods brings them to a bad end: leptin resistance. Every time you eat food in excess (of energy required by the body) leptin and insulin levels surge. The larger and more calorie dense the meal, the higher the surge and the longer the duration. You know the rap: the excess stimulation causes the cellular receptors to develop resistance to the continual flood of hormone. Once the receptors become resistant, they require more stimulation (food intake) to respond with a satiety signal. This condition, leptin resistance, is analogous to becoming a human fat storage organism. An ignoble accomplishment compared to the heights of real human potential. Leptin resistance leads to insulin resistance, which further fixes leptin resistance. With insulin resistance, you no longer have insulin sensitivity. When you have insulin sensitivity, you only need to secrete a small amount of insulin to get calories into the muscle and liver. Your receptor uptake of insulin is strong and efficient. When you have insulin resistance, your receptors are weak and worn out. As a result you require a much higher insulin response from overeating to get calories into the muscles and liver. Whatever is left over, which is a lot, will be stored as fat. High insulin also results in an inevitable blood sugar crash, which makes you hungry again. Thus you have an insatiable urge to eat and the entire process starts all over again. Leptin resistance is a serious health issue. Essentially you are over feeding your body but the perception from your brain is that you are starving. Thus, even though you’re eating a lot, your metabolic rate will slow down just like someone who is under eating. A slowed metabolic rate again slows down fat loss or brings it to a screeching halt. Moreover, a hampered metabolic rate puts the breaks on sex hormone production.
  • 61. Personal Trainer Magazine The end result is you’re fat, tired, and have no sex drive. You do not have energy to put in intense weight training workouts to build muscle and ramp up testosterone and growth hormone. Even if you do get the intense workouts in you do not have the testosterone and growth hormone production to recover from arduous workouts. Just like many things in life, you must create an optimal hormone balance that is right for you. This will vary with each person. Just like every hormone, you do not want leptin too high or too low. You want just enough for optimal functioning. While there is a blood test that you can do for leptin it is really not necessary. If you are overweight you have leptin resistance. The way to get out of leptin resistance is to give your body a break. Just like we need vacations from work, our receptors need a vacation from having to deal with large volumes of food delivered often. The first thing you need to do is make better food choices. Eat a balance of protein, fat, and carbs at every meal. A good starting point is 30% protein, 40% carbs, and 30% fats popularized by Barry Sears as “The Zone" diet. This won't be the perfect ratio for everyone--you will have to experiment to see what works best for you--but it is a reasonable starting point. Trying to lose fat? Take a page from Byron Richard’s outstanding book Mastering Leptin and stick to two to three meals a day, with five to eight hours between meals. The extended food-free meal breaks provide opportunities for the body to call on stored fat for energy. Instead of snacks, your body will fuel itself with free fatty acids, as long as you're not in the aerobic zone. To ensure a growth hormone surge while sleeping each night, best to quit eating at least four hours before bedtime. GH optimizes fat loss and muscle growth, which is all the more reason to prioritize the recommended 7-9 hours of good quality sleep each night--what could be more hard core than aggressive sleeping? And the longer duration and the greater intensity of the sleep, the better the results. So turn off GH killers, such as late night television and internet--and alcohol, and apply yourself to better sleeping and recovery habits. For hard training athletes--especially those with low body fat levels--three meals a day will probably not cut it. Four meals per day--with about four hours between meals--is better. Still, cut off eating three hours before bedtime for best recovery from tough workouts. Nutritional supplements also have a place in optimizing hormones. One supplement that everyone can benefit from is magnesium. Magnesium is needed to extract energy from food and for optimal insulin function. The more energy you extract from food the less you have to eat to feel great. Magnesium's benefits go on forever. For more information on the best magnesium option on the market go to: Magnesium Information. A great supplement called Quadracarn is also excellent for androgen receptor uptake and insulin sensitivity.
  • 62. Personal Trainer Magazine While there's a lot more I can tell you about optimizing leptin--and other hormones--it goes beyond the scope of this article. I will be presenting more of the science and strategies at the three-day Kettlebell/Fitness event in Los Angeles 9-11 October and I encourage you to register now and join us. For more information on Leptin, make sure to check out Byron Richard’s exceptional books: Mastering Leptin and The Leptin Diet. Ori Hofmekler's books The Warrior Diet and the Anti-estrogenic Diet are also great reads. Boost testosterone, reduce estrogen dominance, and support growth hormone production! Click here for more information
  • 63. Personal Trainer Magazine When the Student is Ready, the Teacher will Appear By Luka Hocavar and Steve Krebs No matter how disciplined and successful you become, remember that even the giants have teachers. There is no one on this planet that cannot learn more, improve more, and live a better life. I'm sure you have heard the phrases "Steel sharpens steel" and "Empty your cup," but are you applying these theories to your life? Kaizen, the Japanese word for “Constant and Never Ending Improvement,” is mentioned all the time in the fitness industry. The question is, are you talking about it or actually doing it? Truly enlightened people never seek to be like others. Rather, they seek to be superior to their former selves. Don't race against others, Race against yourself. Is your video in line with your audio? What I mean is do you actually improve yourself every day? Do your actions line up with your words? Do you focus on daily improvements of your personal, financial, and relational worlds? Are you achieving more happiness every day? You get the gist of where I'm going with this. It's easy to talk about what you are going to do. I implore you to lead from the front by actually doing what you say you are going to do all of the time. Keep your promises to others and yourself. My challenge to you is to become a lifetime learner. Shut off your ego, and allow yourself the amazing ability
  • 64. Personal Trainer Magazine to learn from every single person you come across. Every single person knows something you don't know. That is a FACT. Just imagine if you were able to shut off your need to talk, and just improve your ability to ask the right questions and then LISTEN. The second you become a better listener, every aspect of your life will improve. Your goal should be to Talk 40% and Listen 60%. The only rule of listening is STOP thinking about what you will say back while the other person is talking, just LISTEN. Everyone you meet - regardless of their title and the way they appear - is someone's son or daughter. Everyone has a story that's worth hearing and some lesson worth learning. Ok, so I went off on a bit of a detour there... If you know me, you know my focus sometimes works like that of a small tree squirrel. Oooooooooh Shiny object! My point is that people who think they "know-it-all" are only showing how little they do know. The world's most successful people always strive to be the dumbest person in the room. Meaning they want to surround themselves with people who are more successful than them, more intelligent than them, etc. Homework: Take an inventory of the people in your life. Are they pushing you to become greater, or are they holding you back? Do you surround yourself with negativity? Take some time and write this out in your journal. Remember awareness precedes change. Open your eyes to the possibilities of becoming a better person, achieving success, and shedding the negative self-limiting beliefs that are holding you back. Steve Krebs and Luka Hocevar are The Pack Fitness Business. They help fit pros run successful performance facilities through their mentorship programs. If you are a fit pro that wants to take your business from five figures to multiple six figures sign up for a free strategy call at
  • 65. Personal Trainer Magazine The Monk, the Pitcher and the Teacup By Brian Grasso How about we step away from talking about sets, reps, training theories, dominating your marketplace and fitness profits for just a minute. Is it possible for me to change your whole world as a Fitness Professional in the next 800 words? The very first time I listened to a live lecture on the concepts of Zen, I remember growing unbelievably frustrated within the first 3 minutes. But to this day, it is a lesson that has stayed with me and grown into one of the most important tenants I live by. The monk stood with a pitcher of green tea in his hand and a teacup sitting on top of the table in front of him. Without saying a word, he started pouring. Non stop. Until the cup was completely full and tea started cascading over the sides. He kept pouring - silently - for what seemed like an eternity. Once the pitcher was empty, he placed it beside the cup and spoke very calmly. “The problem is that most people want to understand what Zen is as quickly as they can.” It’s like he was speaking directly to me. I was an emerging star in the fitness industry, ambitious and hustle-oriented, and wanted it all now…RIGHT now. “But our minds are like a teacup that can no longer receive any more tea. Before we learn what it is, we must first empty our minds of what we believe it to be.” Esoteric maybe, but the point the monk made that day has stayed with me and was one of the most important factors in all the successes I ever achieved in the fitness industry.
  • 66. Personal Trainer Magazine Before you can truly understand your own capacities, you must release yourself from the preconceived definitions of what you think they already are. The greatest revolutions this industry has ever witnessed were created by people who had no more luck, intelligence, capacity or spirit than you. Which makes you every bit as qualified as anyone else to achieve that dream - no matter what it is. Today, don’t just keep pouring more tea blindly. Instead, understand that you don’t have to know what you’re capable of, just that you are fully capable. And while on the topic of capability, let me use one last example - this time, perhaps a touch more close to home - in order to illustrate what factor proved to be the most crucial of all in my ascension within the fitness and sports training world. Everything about me was exhausted one afternoon. I was working over the heavy bag - 3 minute rounds - and I honestly didn’t think my tank was going to be able to supply the fuel needed to finish the training. My hands were hurting. My legs were heavy. My lungs were exploding. And here’s the epiphany. The useful nugget of wisdom that serves as the whole reason you paused to read this article (aside from the fact that I tend to write with a humorous wit that so clearly makes your day). In one cosmic flash of clarity, I suddenly realized the precise reason why everything felt so challenging. Yes, it was a grueling workout. Yes, my effort was at max capacity. Yes, I’m preparing for a fight so I’m really pushing myself to the limits. But it was in my head. That space I keep telling you about - the one called “MINDSET.” (continued)
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  • 68. Personal Trainer Magazine And how no matter how many objectives you create, positive affirmations you sing or self-help books you read, you simply won’t ever out-goal-set an unsuccessful mindset. My thoughts were projecting to my fight (which is in a couple of months). That got me thinking about my opponent. That got me intensified on the notion of training even harder. That got me thinking about the pace I was currently pushing, and growing doubtful that I could consistently maintain that pace up until fight day. That got me wondering if I’d even be ready by fight day or if I was going to experience an injury because of my insane work ethic. And that’s when I got tired. Now, remove every one of the boxing references. Even transfer this story outside the world of fitness or sport training and apply it to your life and business. When you project, you’re creating fears of the future and that takes your focus away from what you’re doing right now. In that mental state, what you’re doing right now feels more arduous, burdensome, impossible and difficult. That’s when second guessing, non-trust and confusion set in. Apply this to weight loss, business development, financial gain or any other intention in your life. Be mindfully aware of your thoughts and focus them on this moment. You may be surprised to see just how much self-sabotage is based on the fact you’re always looking into the future instead of what’s directly in front of you. And with that, my friend, I wish you nothing but the greatest of success. Brian Grasso served 18 years in the Fitness and Sport Training industry and survived. He is the Founder and former CEO for the International Youth Conditioning Association and Athletic Revolution - Two of the most prominent and successful youth-based organizations in the world.
  • 69. Personal Trainer Magazine He authored 3 books, worked as a consultant for Nike, written for every major international publication you could possibly think of, been profiled in major media outlets around the globe and guest lectured in more than 60 cities worldwide. If he has a ‘secret to success,’ it is based on learning to adopt an abundant mindset through silence. That secret can be found right here >>> Brian is preparing to launch his next fitness and sport-training educational opportunity in mid-2014. “Mind Matters: Mindset Success Made Simple”
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  • 71. Personal Trainer Magazine Together we have the power to make America healthier and stronger while helping kids live better lives! The Get America Fit Foundation (GAFF) is a non-profit charity providing education, as well as recreationand fitness equipment for under funded schools so America’s youth can stay active, learn how to respect their bodies, and live long and healthy lives. GAFF also provides our Gold Ambassadors with free digital educational materials for their website. These digital educational materials increase your website’s visibility on Google, provide valuable education for your visitors, and increase website interaction. Become a Gold Ambassador and make a difference while you grow your business!
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