trend_winter_2012_rev

Stimulating your fitness career, lifestyle and future.

1-800-726-3506 www.thenfba.com

WINTER 2

012

SAVING THE WORLD one health club at a time!

Helping You Be Successfu

l

in every aspect of your busin

ess!

You Cant Handle Th

e Truth

What You Intuitively

Know, But Dont

Want To Hear About

Business - Pg 6

By Jeffrey St. Laurent

3 Ways o Lead Your B

usiness

To Great Success - Pg

14

By Todd Durkin

10 Interval Training M

obile Apps

To Download Right N

ow - Pg 18

By Laura Schwecherl

People Plus Fitness -

Pg 25

By Jason Linse

Perfection Is The Ene

my Of Success - Pg 2

8

By Thomas Plummer

10 Ways To Rejuvenat

e Your Brain

While You Work - Pg

31

By Geil Browning

Dumb Things Trainers

Do - Pg 35

By Alwyn Cosgrove

The Trend - Winter 20122

The Trend - Winter 2012 3

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HOW TO OFFER NUTRITION IN YOUR CLUB.

Figure it out on your own.

Trial-and-error + confusion and frustration = less profit for your club.

Use dotFIT.

Simple nutrition solutions + proven systems = more profit for your club.

Through the NFBA workshops we have worked with count-

less owners and managers! We know that when a business

is struggling to sell memberships, their profit centers arent

earning cash flow and staff isnt motivated to reach success,

thats because theyre lacking a business system.

Our Business System Program delivers you the knowledge

and hands on skills that the NFBA has earned through our

years in the fitness industry. In 12 weeks the NFBA can

change the entire direction of your business.

Call us today for more information 800-726-3506

Saving the World One Health Club at a Time

NFBA BuSineSS SYSTem

ProGrAm

I never thought that my business lack of success was because of my in-ability to implement systems for staff to use. Once I started working with the NFBA team I was able to understand why systems are such a key component to a business success. They walk me through the steps, help train me and my staff and just help us get it done. - Sarah W. - California Club Owner

BuSINESS SYSTEMS: Complete Selling System Group Training System Find Your Reason


in THIS ISSUE Featured ArticlePeople Plus FitnessBy Jason Linse

Brought to you by

national Fitness Business AllianceP.O. Box 929, mashpee, mA 026491-800-726-3506 www.thenfba.com

Editor: Jillian russo

Assistant Editor: madison Gardner

Assistant Editor: Lilly Gilrein

Assistant Editor: Jaime Gilrein

Designed By: Susan K. Bailey marketing & Design www.susankbaileymarketing.com

Contributors: Jeffrey St. LaurantTodd DurkinLaura SchwecherlThomas PlummerJason LinseGeil BrowningAlwyn Cosgrove

THE TRenD


A LeTTeR FROm THe

EDITOR

Welcome to the New Year! I hope you had a fantastic holiday with friends and families!

And a few days of rest so you can re-group for the new year

of fitness!

This year is going to be so much fun! The NFBA has so

many fantastic events planned to help you get educated and

motivated to kick someone elses ass other than your own!

Our keynote speaker, Thomas Plummer, has been in the

fitness industry for a long time and this year makes it 30!!

We are going to have a Black Tie Party in Las Vegas in

November to honor and thank him for all he has done!

Please mark you calendar for November 2nd and 3rd so you

dont miss this epic event.

This summer we are going to be introducing our Mega.Fit.

Con events. This 3 day event is going to be out of this world!

Featuring keynote speakers, Todd Durkin and Thom Plummer, we have created this event so we can expand on the Training Centric Business Model.

We will educate you on the whys and show you the hows.

Make sure you make time to get out of your business this

year to focus on creating a better business! Those who

dont make the time suffer in the long run! I see it all of the

time so break the habit and get out of your comfort zone.

The NFBA is ready for our year on the road! My Alliance

Team is jacked up, my speakers are well rested and we are

ready to make this the best year ever!

I hope that you will make the time to join us on our quest...

Jillian Russo

Saving the World, One Health Club at a Time!

Editor: Jillian russo

Assistant Editor: madison Gardner

Assistant Editor: Lilly Gilrein

Assistant Editor: Jaime Gilrein

Designed By: Susan K. Bailey marketing & Design www.susankbaileymarketing.com

Contributors: Jeffrey St. LaurantTodd DurkinLaura SchwecherlThomas PlummerJason LinseGeil BrowningAlwyn Cosgrove

THE TRenD

The NFBA offers workshops throughout the country year-around! We have support on our website:

www.thenfba.comand we are always available to chat:

800-726-3506


You cant judge a book by its cover. Yes, you canpeople do it all the time. People are doing it to you right

now. Today, judgment is the engine of

society, and we must accept that fact if

we want to be successful. In the world

of business, judgment is one of the

key influences that will drive a sale. A

skilled salesperson or a well-developed

marketing piece has the ability to sway

judgment in order to close a sale.

Because of judgment, companies

invest millions of dollars in branding,

presentation, and market research to

ensure that their market of potential

customers perceive the look, image,

and feel that particular company desires

them to see. Using the wrong word or

picture can portray the incorrect image

and cost a company millions in revenue.

Marketing and branding is a place where

simple intuition and relying on a gut

feeling will not work and can cost a

fortune in lost profits.

A great example of this is a story from

the book, Mindless Eating. The author,

Brian Wansink, was working on a

consulting project for Better Homes and

Gardens Magazine (BH&G). One day the

director of editorial research showed

him four different BH&G cover ideas

for an issue that was being published in

ten months. All four had the same cover

photo and looked identical when he first

saw them from four feet away. When

he moved closer, he discovered the only

thing that differed were the six cover

blurbs, or teaser phrases, on the left

side of the cover.

The director asked Brian to predict

which cover would sell the most copies

and why. Brian pointed to one and

said, I think this one will do the best

because it uses shorter little phrases.

Without blinking, the director said,

Your intuition just cost us over one

million dollars in newsstand sales. The

director went on to explain that every

month BH&G took the best ideas for

cover stories, developed four or more

sample covers with a different mix of

blurbs, and then asked over a thousand

nonsubscribers which version they

would be most likely to buy off the

newsstand. With a circulation base of

over 7.2 million readers, BH&G did

not use hunches and intuition. They did

research so they could predict which

magazine a blonde, thirty-seven-year-old

mother of two in Wisconsin would pick

up, flip through, and buy when standing

in the checkout line at Safeway.

While effective marketing and branding

from a companys perspective is

very purposeful, from a consumers

perspective it is very emotional and

intuitive. Thats why it is your job to

be consciously aware of the words you

speak and the vision you portray... this is

the brand You. There is great energy

around images and words. Take a look

at how labels are changing today.

A stewardess is now called a flight

attendant. Gyms are now being called

health clubs because gyms were for

muscle heads and can be intimidating.

Having spoken and trained in health

clubs around the world from the

US to Japan since 1998, I have seen

firsthand how marketing and new

member presentations have changed.

Todays public is judgmental and more

skeptical than ever, mostly because

they are looking for a good reason not

to do what they perceive to be painful

(working hard at something without the

guarantee of a result).

As a business entrepreneur, you must be

keenly aware that you are the product;

you are the brand. People will decide on

your product, service, or business and

even pay more than your competitor

charges simply because they like you!

The bottom line: you will be judged for

your appearance and how you look.

Deeper than that, people will judge the

energy that you send out when they

interact with you.

First impressions are lasting youd

better believe it. When you are feeling

tired and sluggish, you cannot mask that

tired energy. All the coffee and cosmetics

WHAT YOu INTuITIvELY KNOW BuTDONT WANT TO HEAR ABOuT BuSINESSby Jeffrey St.Laurent Excerpt from Jeff s Fast Selling Book: Being Fulfilled

YOu CanT HanDlE THE TRuTH! YOu CanT HanDlE THE TRuTH!

7Jeffrey St.Laurent is the founder of True You - Seminars and Coaching. He is a best selling author, dynamic keynote speaker, fitness & nutrition trainer and a result driven business development coach. Jeff assists entrepreneurs increase profits and productivity while honoring their health and relationships to create a more fulfilling life.

Jeffrey harnesses his years as a leader in the health and fitness industry and brings that expertise to the world of busi-ness. Jeff has been featured on dozens of educational fitness DVDs distributed around the world. He maintains a steady schedule of personal coaching clients and delivers keynotes and seminars for major companies such as Nike, Coldwell Banker, Keller Williams and State Farm. He is first and foremost an adoring husband and proud father. He loves playing with his two dogs Tico & Cosmo, and is a competitive cyclist and Cross Fit Athlete.

WHAT YOu INTuITIvELY KNOW BuTDONT WANT TO HEAR ABOuT BuSINESS

in the world cannot mask energy.

Remember the philosophy that results

are energy and your energy cannot lie.

Your nutrition determines how you feel

and the energy you transmit. Your level

of physical and emotional fitness also

determines how you feel and the energy

you transmit. These will play a huge role

in whether you close the sale or not.

Example: Would you buy a high definition

television from a blind person? Would you

buy a Mercedes from a car dealer who just

stepped out of their Lexus? Would you

hire a personal trainer who was obese?

No. Why? It is counterintuitive; it goes

against what you feel should be right. In

the world of judgment, these people at a

glance are not walking the walk. They will

have to work a hundred times harder than

someone that does fit the intuitive profile

of the product or service they represent.

You do not write the rules; just make sure

that you understand and follow them, and

you will magnify your success.

If you are having trouble accepting this

stop trying to be nice. This is not about

being nice. Nice will not allow you

the results you are looking to create.

If you are overweight, for example,

and represent a fitness or nutritional

product, the fact is that you will have a

more difficult time being successful than

your fit counterpart all skills being

equal. This does not mean you cannot

be successful; it just means the odds are

not in your favor. As it is, the odds are

not in anyones favor, so why create a

more difficult situation?

But Jeff, it is not easy. But Jeff, I

have a situation or condition. I can

appreciate that. But the bottom line is:

the customer does not care. They want

the most value for their investment. In

the majority of sales, a large part of their

value comes from you.

I was a personal trainer for twelve years

before retiring. I worked with some

trainers over the years that were less than

fit looking. Looking is the key word.

They looked like the average person, yet

they were fitter than most. That look

was a component that held them back

from having a super large clientele. Is that

fair? Heck no, they were great trainers,

but life is not fair. Swallow that fact.

When I was doing personal training, I

would always ask the people who hired

me their reasons for doing so. Inevitably,

one of the answers in the top three was

that I was in great shape. In my twelve

years as a personal trainer, I was never

asked how many certifications I had or

if I had references. People hired me for

three reasons: 1) I was super fit; 2) My

clients had fun with me; 3) They loved

my energy. The word result is not even

in there! Yes, I achieved incredible

results with people, but that was not the

top reason people hired me. To this day

as a coach, people will hire me for the

same reasons. It is an attractive energy

that people want to be around and want

more of. It is physical, emotional, and

spiritual vibrancy!

When you emit this vibrancy, you will

almost never get asked where you went

to school, how many degrees you have,

how long you have been doing something,

how successful you are, how much money

you make, or how old you are. The logical,

analytical thinker might ask no matter

what, but even they will be attracted to

what you possess without much need for

details. Those details are the statistics of

your rsum. For true fulfillment, become

aware of your energetic rsum and what

it sends out. All skills aside, this energetic

rsum will carry the most weight in your

business success and ultimately close the

sale for you.

For incredible, 2 minute audio/video tips, visit Jeff s blog at TrueYouNow.com

To learn how you can benefit from Jeff s book, courses & services, visit www.TrueYouNow.com or call him toll-free at 866.544.4131

YOu CanT HanDlE THE TRuTH! YOu CanT HanDlE THE TRuTH!


Looking to add some

INTo yoUr CLUB? FunCTIOnal FITnESS

8 The Trend - Winter 2012

INTo yoUr CLUB?Here are some quiCk

iDeAS you can use to get started!

9

What the Fitness Business Superstars are listening to!

We caught up with Fitness Guru

EMMETT WIllIaMSto see whats on his playlist!

Song artist Go Avalanche City

The Pit Silversun Pickups

I Will Wait Mumford & Sons

Take A Walk Passion Pit

Oh Hey Lumineers

Anne Sun Walk The Moon

Its Time Imagine Dragons

Time Bomb Iration

Hollywood Rac Ft Penguin Prison

Call It What Foster The People You Want

EMMETTS TOP WORKOuT MuSICEMMETTS TOP WORKOuT MuSIC


SuCCESSquOTeS FOR

Life is too sort to hang out with idiots. Surround yourself with people who inspire and motivate and cut the people who hold you back or set

limits in your life.

Most struggle not because of a lack of skill but because of a lack of focus. You cant accomplish a single thing in your life if you dont know what you want, where you are going and how you are going to get there.


By Thomas Plummer!

Find that one thing you love, that excites you, that gets you out of bed in the morning, and then spend the rest of your life mastering it. Remember that this passion might last for a few years and then you find the next driver in your life, or it may keep you impassioned for life and may become your lifes work. Both options are better than chasing someone elses dreams.

The fastest way to summon humility is to fight change, resist new ideas or to believe you are the source and you now know how things work. The biggest failures I have ever witnessed occur the day after someone says, There is no sense in me going to that workshop, I mean, I should be the one teaching it. You can be the teacher, but only if you commit to a lifetime of being the student.

Life is about balance. You have to find the perfect blend of working on you, working on your business, a sense of family and some type of faith that you can believe in. Balance seems to make the universe happy. Get out of balance and the universe corrects. Play too much golf and there goes your busi-ness. Stay at work too long and neglect your family. Understanding balance might be the true key to a happy and successful life.

Life is about growth and your life would be better spent focused on growing yourself personally, growing your wealth and security and allowing yourself to mature in your profession. More is lost trying to hang on to stuff than was ever lost taking risk and moving forward. Risk is part of the growth process and learn to embrace it rather than running from every new opportunity because in this race if you arent moving ahead you are falling more behind everyday.

5 Things WE lOvE Right now!TRX RIP TrainerRip Training utilizes a lever bar and resistance cord to provide a unique mix of rotation, core stability, control, power, strength, mobility, metabolic conditioning, balance and coordination challenges. The Rip Trainer allows users to engage in unlimited movements which, when performed properly, enhance fluidity and range of motion and decrease the risk of injury. Whether used for high speed striking movements or slow speed strength and stability exercises, the Rip Trainer is the perfect training tool for elite level athletes, fitness enthusiasts and even people wanting to exercise for the first time.

SkinnyGirl CocktailsSkinnygirl Cocktails was created by Bethenny Frankel, a renowned natural foods chef, mixologist, New York Times bestselling author, and star of Bethenny Ever After. When she found out just how high in calories restaurant cocktails were, she saw an incredible opportunity: give women a low-calorie version their favorite cocktails that didnt sacrifice fresh, delicious taste. She created a margarita, then a cosmo, that both became hits. More are to come.

Rihanna - STROnG ...SEXY...POWERFul FEMalE Robyn Rihanna Fenty ,born February 20, 1988), known mononymously as Rihanna, is a Barbadian recording artist and actress. Born in Saint Michael,

Barbados, Rihanna moved to the United States at age 16 to pursue a recording career under the guidance of record producer Evan Rogers. She subsequently signed a contract with Def Jam Recordings.Rihannas work has earned her numerous awards and accolades, including five American Music Awards, eighteen Billboard Music Awards, two BRIT Awards and five Grammy Awards. She has achieved a total of eleven number one singles on the Billboard Hot 100 chart, becoming the youngest solo artist to achieve the feat. She is the highest-selling digital artist in US history, having sold 47,571,000 singles as of 2012

2012 phenomenon The EnD of the World 12-21-12Whether you are a believer or not, the stories behind the Mayan Calendar predicting the worlds end this December has had a lot of us scratching our heads! The 2012 end-date coincides with the galactic alignment of the winter solstice sun and the axis that modern astronomers draw to bisect the Milky Way, called the galactic equator. Will this day in fact be the end of time!? Seems there are many opinions out there on the science and predictability however, it is a great excuse to LIVE LIFE BIG like it was going to end!

Fire PlacesJust as exciting as fresh air and getting outside is the thought of a crackling fire going inside when the air is crisp and cold outside. There is something calming about the glow of a fire. Its a place where people gather. So here is to fires and hopefully we are all gathered around the glow drinking a glass of wine with our loved ones when the world ends!


CHEERS!

Call today! 800-726-3506 or www.jointhenfba.com to order your copy!


WHERE Did that MEMbER GO? Rediscovering the Lost Art

of Customer Service

Service can be taught. Systems can be created that any owner can apply to his business. This book is about rediscovering

the lost art of member service and then implementing it in your business. Your goal with this book is to move toward building a business that retains its clients through the creation of legendary customer service.

Contact Marketing Coach Tracey Bourdon 1.888.349.4594 ext. 261

or email [email protected]

Mobile devices are predicted to overtake desktop use by 2015. Dont miss out on connecting with your on-the-go customers. A mobile website is a simplified version of your desktop website and includes:

5 pages One year of hosting Unlimited access to our View-As-You-Build editor Access to a comprehensive help section

Change the look and feel from colors to headers and images, add content (text, image, video, one-touch features, social media), and so much more. There is absolutely no-programming skills needed. Easily add one-touch calling and emailing as well as links to your favorite social media platforms, like Facebook, YouTube, Twitter, Google Maps and more. Use the QR Code Manager to automatically generate a QR code for every page of mobile website which allows you to integrate QR codes into your print materials.

MARKETING & DESIGN

MARKETING & DESIGN

www.susankbaileymarketing.com

Mobile Websites

Scan this to visit our mobile site or go to skb.mviso.com

M A R k E T i n G s T R AT E G Y

The Trend - Winter 2012 The Trend - Winter 2012 13

3 WaYS TO lEaD...


By Todd Durkin, MA, CSCS

One of the questions I often hear pertains to How do you

find great trainers, build a staff, and keep them?

Its a great topic and one that I feel is vitally important for the

growth of any organization. Here are 3 ways you can build

and lead your training business to great success for many

years to come.

I. Hire Smart. Trainers MUST fit the culture of the business. If you intend to

build a one-team, one philosophy, culture, you must ensure

your new people want to be part of a team. If they prefer

independent contractor status, and you are committed to

team building, this individual would NOT be a good hire.

Core values. Core values should be defined by your company,

(regardless of size, including one-person solo-preneurships)

and your entire team needs to understand and live by your

core values. Otherwise, next.

Positive energy and attitude. Nothing brings a team down quicker than a cancer amongst the group. If you control the

decision-making, make sure you cut that out quick. Are you

the problem? If you are, then get your mind right and change

your attitude! If you arent the problem and so and so is,

remember what Gandhi said, You be the change you wish to

see in the world.

Hire EAGLES. As Jeffery Gitomer says in his book, The Little Book of LEADERSHIP, eagles are smart, happy, self-

starting, honest, reliable, and have a hunger and desire to

succeed. Make sure you listen to your gut.

2. Grow & lead your trainers to excellence.I often hear that its hard to find great trainers. Well, of-course it is. Greatness just doesnt happen. It must be built. A pro athlete doesnt become an All-Star or Pro-Bowler by just showing up. It takes years and years of mastering the craft.

It is the same with trainers. We must continually master OUR craft. This means watching DVDs, attending workshops and conferences, surrounding yourself with other great minds in and out of your business. Additionally, as a leader, manager, or owner of a facility, you must invest the time to help your staff grow through clear communication, focused education,

and honest feedback.

Representative examples include:Have a monthly staff TFT. TFTs (Training Fellow Trainers) can be a great way for on-going learning & motivation for your team. It will also help build camaraderie, discussion, and creative thinking. TFTs can and should be taught by each team member, challenge your teammates and spread the wealth! Encourage your teammates to lead a 30-minute TFT on their chosen topic and incentivize them for doing so. For example, gift a massage, pay them $50.00, or provide

them with some complimentary apparel.

Attend conferences together. I recently taught at the IDEA PT Institute in DC. The Hockessin Athletic Club in Delaware brought 27 of their trainers to this conference. Think about that, 27 trainers. I would venture to say that hundreds of sessions did not happen at that health club for the 3-4 days that the trainers were away at IDEA. Is that an investment or an expense?

Certainly the Club paid for registration fees for their

employees, hotel rooms, travel, and lost revenue during


By Todd Durkin, MA, CSCS

Your Business To GREaT SuCCESS!

Continued on page 16

the 3-4 days of the conference, etc. Is that an expense or an

investment?

Investment! Think about it. 27 people learning new information. Energy getting renewed. Camaraderie being built.

And having fun while doing it. I bet the INVESTMENT will pay

off 10-fold for this clubAnd then some!!! And whether you

have 1 trainer, 27 trainers, or 2,000 trainers, its about the

INVESTMENT you make in them and for them.

Provide feedback to your team.I believe LEADERSHIP is one of the most difficult things to do

for a fitness entrepreneur. In many cases, we werent taught

how to manage and lead people. We were taught how to be a

great trainer. We werent taught to empower, lead, and grow

a team. So how BEST, do you do this?

Spot feedback. Catch a teammate doing something good and praise them for it. Its easy finding what you dont like

about behavior. Observe what you DO like and share that

positivity with your teammates. And you do NOT have to

be the manager or owner to do this. Imagine if EVERYONE on

your team (including YOU!) practiced this and tried to find 5

positive behaviors or experiences a week and shared that with

their teammates. Can you say game-changer!

Reviews. Whether you choose to do this quarterly or annually, reviews provide a great opportunity to communicate

more formally on what is going well, whats not going so well,

and to set some goals both personally and professionally.

Some people do not like reviews, but they definitely play an

important role in getting folks on the same page.

Create a Google-Group for your team. We did this a while back and it has a been a great way for our team

to give shout-outs to each other, communicate quickly,

or to just provide a quick jolt of inspiration, a quote, or

thought of the day.

Create leadership meetings. And delegate, it doesnt have to be you that runs them all the time. It can be someone

on your team that has consistently demonstrated the ability

to lead, live by the company core values, and does a great

job in their sessions. In this meeting or series of meetings,

you are essentially building leaders within your organization.

Model great behavior.Have a great attitude yourself and be enthusiastic.

Celebrate, recognize, and reward great performance,

achievement, and victories. Help OTHER people win.

Encouragealways! Do the right thing all the time!!!

3. KEEP Your Trainers.Another thing that I often hear is Why should I build my

team? I am going to invest time and effort to build them and

eventually, they will leave me anyway?

Wrong attitude. If you dont build them, they will leave. You must provide growth. You must provide opportunity.

You must provide learning. You must provide a great

environment in which to work and train.

Here are some ways to provide your team this:Encourage each teammate to be a leader and to teach at least one annual educational workshop to all

clients/members of the business.

Encourage them to write a blog post and post it in your newsletter, on your Facebook Like page, or on your

Twitter feed.

Teach them how to fish. Some trainers dont like to sell. Some trainers dont like to teach classes or small-group

training. Some trainers dont want to go outside the box.

Keep exposing them, honing their skills, and encouraging them

otherwise they will become obsolete. Dinosaurs. Extinct.

Acknowledge them. All people want to feel special. Trainers are no exception. You can acknowledge your

team several ways:

Tell them how much you appreciate them.Highlight them as Featured Trainer of the Month

in your newsletter.

Display professional and high-quality pictures

of them on your wall.

Creatively THINK yourself!Feature them as a guest on a radio show that you

should think about starting.

Better yet, have them run your radio show under your

companys brand name. You can mix up and highlight a

different staff member each week or month.

Have your staff member do a Facebook chat on the

companys LIKE page. Have your staff member handle your

Twitter feed for an hour for a TWEET-UP. I recently

did this with Under Armour and it was wildly successful.

Why dont you do the same thing with your brand and your

followers? Dont build in excuses why you CANT do it. I

can hear it now, Im not big enough, I need

an apparel company behind me, I dont have enough

followers, blah, blah, blah. Just do it and the practice will

come in handy when you do have a massive following.

Encourage them to create a program or product that you

can help support. Whether that be through email, social

media campaigns, or word-of-mouth, you can help keep

your teammates grow and positively support them.

THE BOTTOM LINE IS THIS: Youre only as good as who you surround yourself with.

So hire smart and be steadfast about growing your

teammates. Regardless of where you fit into your team,

you MUST make sure everyone is on the same page and

working to define and achieve excellence. Regardless

of your title, remember that you are a leader. I think

the great Henry Ford, said it best; Coming together

is a beginning. Keeping together is progress. Working

together is success. So keep encouraging, keep leading,

keep learning, and YOU WILL continue to be the change

you wish to see in your organization.


Todd Durkin, MA, CSCS, is an internationally recognized performance coach, personal trainer, massage therapist, and author, who motivates, educates and inspires people worldwide. He is the owner of Fitness Quest 10 in San Diego, CA, where his wonderful team of 35 focuses helps transform the bodies, minds and spirits of a broad clientele. He is the head of the Under Armour Performance Training Council and is a featured presenter on the Perform Better educational circuit. He is a two-time Trainer of the Year (IDEA & ACE) and has authored 35 DVDs on strength and conditioning, functional fitness, massage/bodywork and business/personal growth.

3 WaYS TO lEaDyour Business to GREaT SuCCESS!

Continued from page 15


your Business to GREaT SuCCESS!


Its time to amp up

the intensity. Circuit, HIIT, and Tabata training

produce killer results in little time. Circuit training involves

moving from one workout directly to the next, HIIT is short

bursts of intense exercise followed by quick rest, and Tabata

(a form of HIIT) is strictly 20 seconds of intense work followed

by 10 seconds of recovery for eight cycles. These workouts

help burn fat, increase endurance, and improve overall fitness.

The only tricky bit is making sure to keep on top of those

timed intervals while also getting on a high-intensity sweat.

Forgo fumbling with a watch while staying accountable (yep,

rest for only 30-seconds!) and try one or all of these

cool mobile apps.

Circuit Training Apps:Circuit Training Timer for iOSCircuit Training Timer. When a workout calls for 30

seconds of military presses, 20 seconds of calf raises, and a

mere 10 seconds of recovery, who has time to worry about

keeping time? Luckily, users can plug in their circuit workout

to a T and let Circuit Training Timer let them know when

its time to stop n go. Cost: $0.99, compatible with all iOS

devices.

Intervals. From squat to sprints, users can easily customize

intervals and circuits for the perfect heart-pumping workout.

Features include various audio settings, warm up and cool

down options, and a CrossFit WOD timer. Cost: $2.99,

compatible with iPhone and iPod Touch.

Interval Training AppsIBit Timer for iOS

Bit Timer. Probably the sleekest application of the

bunch, Bit Timer cuts out the bells and whistles and goes

for simplicity. Users plug in three main settings: work, rest,

repeat. But heads up: The app only allows for a maximum

of four-minute intervals so Bit Timer is more fitting for

intervals and Tabata training than longer circuits. Cost: $0.99,

compatible with all iOS devices.

A HIIT Interval Timer. This no frills app is a simple way to

time all those interval runs without fumbling with the buttons

on a treadmill. Set custom workouts and follow the color-

coded interface to know how many sets are left till its time to

hit the showers. Cost: $1.99, compatible with iPhone and iPad.

HIIT Workout Timer. For a slightly busier (and cheaper!)

app, Workout Timer has customizable options for beginner,

intermediate, and advanced workouts, low and high intensity

intervals, and of course time for rest. Cost: $0.99,


Seconds. Any app that includes time wizards is a winner

with us. Customize infinite workout timers, assign music for

specific intervals, and share your workout with other Seconds

users. The sexy, easy-to-use interface might even help people

want to run intervals every day. Cost: $4.99, compatible with

iPhone and iPod touch.

Interval Run. Want a virtual coach in your ear buds? Then

try out this app that tells users when to start running and when

to (finally) take a breather. In addition to Tabata workouts, the

app lets users customize longer running workouts, from 5K

plans to hour-long runs. Cost: $1.99, compatible with iPhone

and iPod touch.Contd on page 20

by Laura Schwecherl Thegreatist.com

TO DOWNLOAD RIGHT NOW!

10 InTERval TRaInInG

MObIlE aPPS


All Systems GoIntroducing the ultimate functional tness training system. The Power Plate pro7 takes you beyond balls, bands and bars to make functional training simple. With pre-programmed video exercise routines including stretch and massage, your clients will feel the difference in just one session. The pro7s exclusive Functional Interactive Training software gets your Power Plate program off the ground with just the push of a button. Power Plate small group and personal training sessions make immediate revenue and set you apart while delivering an out-of-this-world experience.

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by Laura Schwecherl Thegreatist.com



10 TIPSTO DRESS FOR

SuCCESSHair should be conservative, combed, and not covering eyes and not look like you just rolled out of bed.

Be well groomed - fingernails, hair, facial hair, etc.

Never chew gum

Bathe, use deodorant, and have fresh breath (not recommended to wear perfume/cologne)

No tattoos showing; no piercings for men, one pair of conservative earrings for women

Do not worship your morning Coffee/Protein Shake. Its ok to drink it but dont hold onto it like its the Holy Grail!

No tight or revealing clothingunder Armour is meant to wear uNDER!

Look Approachable

Long Pants for Men and Women

All Black

#1

#2

#3

#4

#5

#6

#7

#8

#9#10

Interval Run. Want a virtual coach in your ear buds? Then try out this

app that tells users when to start running and when to (finally) take a

breather. In addition to Tabata workouts, the app lets users customize

longer running workouts, from 5K plans to hour-long runs. Cost: $1.99,

compatible with iPhone and iPod touch.

iSmooth Run. Whats cool about this app is users can plug in the pace

and heart rate zone they want to achieve during each interval. The simple

interface will make any workout, well, run smoothly. Cost: $4.99, compatible

with iPhone.

Tabata Training AppsTabata Pro for iOS

Tabata Pro. Twenty seconds on, 10 seconds

off. Simple enough, right? While this app wont

make those squats burn any less, itll take

users minds off of worrying about timing

a Tabata. Just set the number of cycles

and hit start, and youre good to go!

Cost: $2.99, compatible with all

iOS devices.

Tabata Trainer. Whats

great about this Tabata app

is that it comes preloaded

with nine full Tabata routines,

along with a customizable

option to create your own.

Its sleek and simple too, and

you can share your workouts

on Facebook for a tech-savvy

humblebrag. Cost: $1.99,


TO DOWNLOAD RIGHT NOW!


MObIlE aPPS Contd from page 18


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DotFit: 877.436.8348 dotfit.comPower Plate: powerplate.comMyZone: 312-870-4800 myzone.orgASF: 800-227-3859 asfinternational.comTRX: 888-878-5348 trxtraining.comThomas Plummer: thomasplummer.com

ACE: 800-825-3636 acefitness.org/clubsStar Trac: 914-213-2112 startrac.comCustomer Call: 312-870-4800 cfm.net Go Van Gogh: 309-342-1112 govangoghs.com

Fabiano Designs: 973-746-5103 fabianodesigns.comPerform Better: 800-556-7464 performbetter.com Susan K Bailey Marketing & Design: 888-349-4594 susankbaileymarketing.comAssociation Insurance Group: 888-245-3519 clubinsurance.com

Long Pants for Men and Women

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COACH WOODenS PYRAmiD OF SuCCeSS: Building Blocks for a Better LifeBy: John Wooden

The monk Who Sold His Ferrari: A Fable About Fulfilling Your Dreams & Reaching Your DestinyBy: Robin Sharma

bEST bOOKS nOW

THe SkinnY RuLeS: The Simple, Nonnegotiable Principles for Getting to Thin By: Bob Harper

Legendary college basketball coach John Wooden and Jay Carty know that when it comes down to it, success is an equal opportunity player. Anyone can create it in his or her career, family and beyond. Based on John Woodens own method to victory, Coach Woodens Pyramid of Success reveals that success is built block by block, where each block is a crucial principle contributing to life-long achievement in every area of life. Each of these 32 daily readings takes an in-depth look at a single block of the pyramid, which when combined with the other blocks forms the structure of the pyramid of success.

With so much conflicting weight-loss advice out there to confuse your efforts, its no wonder you havent been successful losing weight and keeping it off. But with Bob Harper, superstar trainer and co-host of NBCs hit show The Biggest Loser as your personal authority and coach, you can and will finally shed the poundswhether you want to lose two or two hundred! Distilling Bobs vast knowledge of nutrition, weight-loss strategy, and human nature down to twenty simple, nonnegotiable principles, The Skinny Rules will help you step away from a reliance on processed foods and the need for so much sweet and salt and step into a newly thin lifestyle. And Bobs methods couldnt be more straightforward.

Wisdom to Create a Life of Passion, Purpose, and Peace This inspiring tale provides a step-by-step approach to living with greater courage, balance, abundance, and joy. A wonderfully crafted fable, The Monk Who Sold His Ferrari tells the extraordinary story of Julian Mantle, a lawyer forced to confront the spiritual crisis of his out-of-balance life. On a life-changing odyssey to an ancient culture, he discovers powerful, wise, and practical lessons that teach us to: Develop Joyful Thoughts; Follow Our Lifes Mission and Calling, Cultivate Self-Discipline and Act Courageously, Value Time as Our Most Important Commodity, Nourish Our Relationships, and Live Fully, One Day at a Time.


Training Camp is an inspirational

story filled with invaluable lessons

and insights on bringing out the best in yourself

and your team. The story follows Martin, an un-

drafted rookie trying to make it in the NFL. Hes

spent his entire life proving to the critics that a

small guy with a big heart can succeed against all

odds. After spraining his ankle in the pre-season,

Martin thinks his dream is lost when he happens to

meet a very special coach who shares eleven life-

changing lessons that keep his dream aliveand

might even make him the best of the best. If you

want to be your bestTraining Camp offers

an inspirational story and real-world

wisdom on what it takes to reach

true excellence and how you

and your team (your work

team, school team, church

team and family team)

can achieve it.

TRAining CAmP: What the Best Do Better Than Everyone ElseBy: Jon Gordon

In No Easy Day, Owen also takes readers onto

the field of battle in Americas ongoing War on

Terror and details the selection and training

process for one of the most elite units in the

military. Owens story draws on his youth in

Alaska and describes the SEALs quest to

challenge themselves at the highest levels of

physical and mental endurance. With boots-on-

the-ground detail, Owen describes numerous

previously unreported missions that illustrate

the life and work of a SEAL and the evolution

of the team after the events of September 11. In

telling the true story of the SEALs whose talents,

skills, experiences, and exceptional sacrifices led

to one of the greatest victories in the War

on Terror, Mark Owen honors the men

who risk everything for our country,

and he leaves readers with a deep

understanding of the warriors who

keep America safe.

nO eASY DAY: The Firsthand Account of the Mission That Killed Osama Bin Laden By: Mark Owen & Kevin Maurer

Whats on the nFba bookshelf:



Join us for...

Mega.Fit.Con is a brilliant mix of knowledge, experience and

innovation with the thirst to never stop learning and growing.

Cities: ATLANTIC CITY, NEW JERSEY - August 23, 24 & 25 Atlanta, Georgia - September 6, 7 & 8

Agenda: Day 1 9:00 am to 5:00 pm Day 2 9:00 am to 5:00 pm Day 3 9:00 am to 12:30 pm

Join us for...

Fit.Biz.Con is An intimate educational conference intended to develop ones business.

Cities: Kansas City, MO - June 7 & 8 DALLAS, TX - July 12 & 13 | Nashville, TN - Aug. 2 & 3

Agenda: Day 1 8:15 am to 6:00 pmDay 2 7:00 am to 12:00 pm

1.800.726.3506 | www.thenfba.com

PEOPlE PluS FITnESS


Thank you for reading this article. I really appreciate your time and effort. This article is only 8 paragraphs (beginning with the word Hippocrates below) and should take less than 5 minutes to read. It includes a variety of fun stuff and I challenge you to finish every word. The information in this article comes from over 15 years of research and experience.

Hippocrates, the father of modern

medicine was the first person to study

human personality using four unique

quadrants. More recently, Carl Jung, a

famous psychiatrist spent a lot of his

career researching and learning about

the four personality quadrants. Since

Mr. Jung, there have been a handful

of assessments invented for people

to take in order to learn more about

themselves, and others. Myers-Briggs

and DISC are two that you may have

heard of. One that you may also have

heard of as it becomes more and

more part of fitness centers every day

is People Plus+ Fitness. What makes

People Plus+ Fitness different and

therefore better for gyms and gym

owners is how quick the assessment

takes (about 5 minutes), how you are

labeled with a color versus a number

(research shows this is

more fun, and impactful

when learning about your

personality), and the fact

that the inventors, Kathy

Martin, PhD, and Bruce

Martin, PhD, were owners

of a fitness center when they

developed this assessment!

We all have the four

quadrants (colors). We have

a primary and secondary color that we

spend most of our lives in. We have a

third color that we spend some time

in, and then we have a fourth

color that we spend

very little, if any time

in. The way in which we

communicate and want

to be communicated with

has everything to do with

this color spectrum (the

order in which they rank).

Have you ever knew a

person, maybe a co-worker,

boss, employee, or member

that you just could not relate

to on any level, no matter how much

you tried? Chances are your first

color is their last color, and possibly

vice versa. So what are the colors and

what do they mean?

Yellows are the organizers.

These are the people

who plan ahead,

like checklists, love

structure, are

dependable, and

responsible. Yellow

people almost always wear a

watch, like things neat and tidy, and love

following a routine. Are you a yellow?

Oranges are the energizers. These

are the people who

struggle planning ahead,

but love competition and

adventure. They are

often charismatic and

fun-loving, and really

enjoy action, freedom

and spontaneity. Are

you an orange?


By Jason Linse


Please contact me at [email protected] to learn more about People Plus+ Fitness or call me at 612.310.1319

PEOPlE PluS FITnESS

bluesare the harmonizers.

These are the people-

people. They put people

in front of product

and people in front of

paperwork. They really

enjoy positive, close

relationships, encourage

others to reach their

potential and are

friendly and sensitive.

Are you a blue?

Greensare the analyzers. These are

the people who really value

mental competency. They

are often independent,

and really conceptual

thinking. They excel at

problem solving, and

prefer direct, thoughtful

and logical discussion.

Are you a green?

Look back to the first four lines and the italicized words.

Each line was for a different color. The Blue people will

respond to my thanking them and letting them know I

appreciate them. The Yellow people will respond to my

informing them of the article length and how long it will

take to read. The Orange people will respond to being

informed that the article includes a variety of things and the

challenge I offer. And the Green people will respond to my

informing them that the information is research based and

developed over several years of experience.

How does this affect your bottom line? I train and certify

club owners and their staff how to use the People Plus+

Fitness assessment in order to increase sales, improve

member/staff relations, and lower club attrition. People

buy from people they like and people like people that

speak their same language. Regardless of your color

spectrum, understanding it, and the spectrum of others

can make a world of difference in how your club runs, how

your staff responds to you and each other, and even how

your spouse, significant other, kids, family, etc., get along

with you.



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There is no such thing as perfect in

small business and seeking perfection

can often kill what could have been a

successful operation.

Seeking perfection is based upon the

premise, Build it and they will come.

This old movie line strongly states the

belief system of an owner who wastes

immense time and money trying to buy

the perfect club.

This is the owner who will spends

three days at a trade show going

from equipment booth to equipment

booth assembling the perfect line of

equipment. He tries every piece, makes

a list and then orders random stuff from

10 different suppliers. His belief is that

if he can just find the perfect line then

members will seek him out and stay

forever because he is the only one in the

market who knows equipment.

This is also the guy who builds a new club

and then goes $2,000,000 over budget

building something too big and stuffing it

with every piece of equipment he could

cram into the shell. His thought here is

that he will crush the competitors since

he has more stuff and a bigger club than

anyone else in the market. He obsesses

over every detail and spends more than

the club can ever return believing that

the biggest training floor and the biggest

locker rooms will be the determiner

between failure and financial success.

Even the big chain players fall for that trap.

How would you like to put $30,000,000

into a club and then discover that you

have the same retention problems that

the little guy down the street has, the

one who you laughed at when you

opened against him, and that this huge

box you created does little to attract

and even less to keep members.

Even the trainer heads suffer from

the disease of perfect. If only he can

attend enough workshops, join enough

mastermind groups and get enough

certifications he will become the perfect

trainer able to create the perfect

workout. This is the guy who runs his

own picture in the newspaper and on the

website and then lists all his accumulated

initials behind his name. This trainer

also becomes the guy who is the most

frustrated when he realizes that all that

education makes him knowledgeable,

but hasnt done much to create wealth

in his life. This is also the guy who can

spend two days with the Cosgroves or

Durkin and not hear a word they say

about business, but who will walk away

with 20 pages of notes about the perfect

dynamic warm up.

What we have to realize is that perfect

is not a business plan. In fact, the search

for perfection is what kills many fitness

businesses, and many more trainers,

because at some point everyone realizes

that there is no perfection and if there

was, the clients couldnt care less

anyway.

We also have to realize that anyone who

spends that much time and money to

educate himself or build the perfect box

isnt doing it for the client, he is doing it

for himself and his own ego. Perfection

is all about you and little if anything to do

with the client. We can lie to ourselves

and tell everyone that when this big

$9,000,000 gym is done it will generate

big money by attracting members, but

in reality, the box is nothing more than

a monument to our own ego and is

nothing more than a shrine to little dicks

everywhere

What the clients do care about is results

delivered by someone who gives a damn

about them. If the member were really

the target, then the choices would be

different. For example, the owner who

buys five treads each from every major

maker tells everyone that he wants to

give the members variety and that this

concept sells in the market.

The truth is, however, that the members

would simply love a lot of good treads

that have adequate replacement parts so

nothing stays down long when it breaks,

and it will. Will a guy with six brands

PERFECTIOn by Thomas Plummer

IS THE ENEMY


SuCCESS!...OFIS THE ENEMY

on the floor stock parts for all six? Not

likely, but the ego part of the equation

is that the owner got a lot of attention

from the vendors, probably got some

free stuff, and can be a rock god at the

trades shows getting invited to parties

and dinners.

Keeping the member in the top of

mind position is where the money

is made in the business, but often the

member slides to the bottom of the

pile behind personal ego, showing off to

the competitors and creating a business

that is a testament to your own self-

satisfaction. This is why so many small

training clubs make a lot of money; the

trainer cares and gets results even if the

place isnt a beautiful physical plant and

this is also why big boxes struggle these

days. Members are beyond endless

rows of equipment and actually want

results, something the box players never

designed into their business plans.

If the member was truly top of mind

with the other trainers, the trainer

would pick one guru to follow for

information, attend a few workshops a

year to stay current and then spend the

rest of the time studying business, facility

design and member service. The hardest

part to grasp here is that once you

achieve a certain level of competence

as a professional everything else is then

about delivering results to a satisfied

customer, and all the information in the

world is worthless if you cant knock five

pounds off a chubby housewife and then

get her in shape over time.

The simple rule is that perfection

almost always works against success

for the member. Creating a member

driven service business is the plan, but

to achieve that you have to park your

ego at the door and remember that the

fitness business is nothing more than

helping people get in better shape over

time at a place where they are respected

for the money they spend with you.

Every decision you make has to reflect

only one thing; the member has to stay

at top of mind.


Contd on page 32

10 WaYS TOREjuvEnaTE YOuR bRaInWHILE YOu WORK

As an entrepreneur, you probably work upward of 60 hours

a week. Forbes interviewed 20 entrepreneurs about their

work habits and found they worked an average of 60 to more

than 100 hours per week. Most noted that weekdays were

not much different from weekends, and that personal time off

did not exist at all. One responded, the concept of work

disappears--it is just what we do.

As anyone who has crammed for an exam can tell you, usually

the number of hours we work without interruption is inversely

proportionate to how much we accomplish. So how do these

entrepreneurs manage to work so many hours without

suffering from brain fatigue?

Well, first of all, it is because they truly love being an

entrepreneur and are passionate about their enterprise. But,

I believe, part of the answer is that they wear so many hats.

They never get stuck doing the same kind of work for too long.

Here are some more brain-based tips that can work wonders

and could be what helps propel entrepreneurs forward:

Focal Upright Furniture has a brand-new chair-and-desk

combination on the market. Invented by Martin Keen, of Keen

shoes fame, it uses a position between sitting and standing, and

allows lots of movement as you work. It also helps those who

use it remain attentive.

John Medina, author of Brain Rules, tells us the brain cannot

multitask, period. What it does do is switch back and forth

between tasks very quickly. Someone whose attention is

interrupted not only takes 50% longer to accomplish a task

but also makes up to 50% more errors. A study in The New

England Journal of Medicine found that people who talk on the

cell phone while driving are four times more likely to have an

accident, because it isnt possible to devote your full attention

to both driving and talking at the same time. Hands-free calling

offered no advantage. Whats the lesson to take away? Focus

on one task at a time, and youll accomplish each better and

faster--without killing anybody.

Work is more entertaining for your brain--and therefore

makes you more alert--when you engage as many of your

senses as possible. Use colored paper and pens. Experiment

with peppermint, lemon, or cinnamon aromatherapy. Try

playing background music.

It sounds farfetched, but if you go shopping in the morning,

then negotiate yourself out of eating a cookie at lunch, and

finally try to decide between two job offers that afternoon, you

might choose the wrong job because you didnt eat the cookie,

according to Scientific American. Making choices depletes your

reserves of executive function, or the mental system involved

in abstract thinking, planning, and focusing on one thing instead

of another. This can adversely affect decisions you make later.

1. Buy a good office chair, or get a standing desk.

2. Do not multitask.

3. use all your senses.

4. Dont make too many decisions in one day.

By Geil Browningwww.inc.com/author/geil-browning


TO REjuvEnaTE YOuR bRaInWHILE YOu WORK

Contd from page 31

A study in the journal Cognition reveals that people can

maintain their focus or vigilance much longer when their

brains are given something else to think about every 20

minutes. Thats the time when thinking becomes less efficient.

This trick is called momentary deactivation. If your mind isnt

as sharp after a long period of work, it may not be completely

fatigued. It just needs to focus on something else to refresh the

specific neural network youve been using.

Are you an early bird or a night owl? Do you fade every

afternoon, or is that when you are strongest? Dont schedule

an important meeting at a time when you will be operating

on one cylinder. And dont waste your peak work time at a

doctors appointment.

When youre awake, your brain cycles from higher alertness

(busy beta waves) to lower alertness (alpha waves) every 90

minutes. At that point, you become less able to focus, think

clearly, or see the big picture. You know the signals: You feel

restless, hungry, and sleepy, and reach for a coffee. Herbert

Benson of Harvard, author of The Relaxation Response,

recommends working to the point where you stop feeling

productive and start feeling stressed. At that moment,

disengage. Meditate, do a relaxation exercise, pet a furry animal,

go for a quick jog, take a hot shower, pick up your knitting,

practice the piano, or look at paintings. Allowing your brain to

go into a state of relaxation, daydreaming, and meditating will

reset your alertness.

Researchers have found the human ability to learn declines

as the day wears on. But an afternoon power nap increases

scores on memory tests by 20%.

A walk in the park, a glance out the window at the trees, or

even a view of nature photographs engages a different kind of

attention than your normal work routine. According to a study

titled The Cognitive Benefits of Interacting With Nature,

nature engages our involuntary attention. We hear a birds

song, feel a breeze, or notice the clouds moving across the sky

in a manner known as effortless attention. We can concentrate

much better after we have spent some time in a natural

environment or paid effortless attention. Walking around a

city block doesnt count, given that that requires vigilance and

directed attention, and does not give your brain a break.

One CEO recommends mountain biking, because it forces you

to stop thinking about the office and to instead concentrate

on staying alive. You probably feel that you cant possibly

get away, but ultimately it will make you a better leader for

your company.

Going to Africa--literally or figuratively--refreshes your brain,

which allows you to be productive longer and to tackle more

issues. Whether you need to review your budget, approve

a marketing initiative, or hire people, youll have the new

perspective and alert brain you need to be your best.

5. Take a quick break every 20 minutes.

6. Work with your own circadian rhythms.

7. Relax for 10 minutes every 90 minutes.

8. Take power naps.

9. Experience nature--preferably real, but fake will do.

10. Take a vacation.

10 WaYS


REjuvEnaTE YOuR bRaIn

9. Experience nature--preferably real, but fake will do.


NFBAINSTITUTE

Mega.Fit.Con is a brilliant mix of knowledge, experience and innovation for those with the thirst to learn and grow. You have never experienced anything like this before! Its fresh and edgy with a no, we wont look back approach to re-creating the fitness industry.

Atlantic City, NJ - August 23rd, 24th, 25th Atlanta, GA - September 6th, 7th, 8th

Fit.Biz.Con is an intimate educational conference designed to grow your business. The Training-Centric Business Model is the future of the industry. Learn the right information, systems and tools to implement this plan is the key to your future success.

Kansas City, MO - June 7th & 8th Dallas, TX - July 12th & 13th Nashville, TN - August 2nd & 3rd

Las Vegas 2012 - 2 days of unimaginable fun and celebration - It takes a man on a mission to accomplish such amazing results over the past 30 years. His ability to tell it like it is has changed many lives and businesses. The NFBA is throwing a party in Vegas to celebrate Thoms success and show our appreciation for all the wise words, help and passion he has shared with us throughout the years.

Las Vegas, NV - November 2nd and 3rd

The fitness business is a lot like playing with a set of dominos - set them all up in a super cool design and stand back to admire it. The second something makes them weak, they all start falling and you cant stop them! This business has many moving pieces and fitness professionals need a solid business understanding to help the run a financially successful fitness facility. Owners, managers and fitness professionals - no matter what type of fitness business youre involved in, this certification will give you the skill set to move forward successfully.Chicago, IL - October 4th, 5th and 6th

SAVING THE WORLD, ONE HEALTH CLUB AT A TIME!

10 TOUR DATES, 14 ALLIANCE PARTNERS,

1 MISSION!

1.800.726.3506 www.thenfba.com



Ive gone from being an employee to being a trainer with his own

business to being a personal training studio owner to owning a fully

fledged hybrid gym model. And Ive made a ton of mistakes along the way.

Ive also met or talked with several trainers who are making the same mistakes (or more) as they try to transition from trainer to business owner. Hopefully this article will help you to avoid at least the first nine of them.

1. NO PROGRAM OR PLAN, RANDOM WORKOuTS

Youre so busy trying to get clients that you have no time to deliver a good service when they arrive. So you just put together a cool workout. You get a new piece of equipment and EVERYONE has that piece in their workout.

To be a professional program design needs to be a priority not an afterthought. And remember a program is a series of individual workouts spanning a 12-16 week period of time. It is not a one hour workout.

Program design should really be a separate department, separate payroll and separate billing.

And its much more professional for you to pull out a pre-written program on an excel spreadsheet and record the workout than it is to wing it.

2. WORKING IN THE BuSINESS, NOT ON THE BuSINESS

This is sometimes a heart-breaking one. You opened a gym because you want to train people. But you are no longer a

trainer. You are a business owner. The actual operations part the training people part is the easiest to replicate. As an owner you need to work on RUNNING THE BUSINESS Working ON the business, not just IN the business.

Obviously in the early days you need to do both. But the division of your time needs to be weighted and weighted heavily towards developing systems, business practices and developing and training your STAFF not just training clients.

3. HIRING INDEPENDENT TRAINERS AS FIRST EMPLOYEE

When its time to hire your first employee most trainers get scared of payroll taxes, workmans comp etc and look to hire independent contractors.

This is a mistake. An independent contractor by definition is completely independent. That means he or she can work at competing facilities. Independent means they have to use their own equipment (not yours) and keep their own schedules.

And when you walk in one morning and find your trainer having a client doing weighted plyometric neck bridges on a swiss ball you cant correct them.Thats right they are independent and running their own business.

A plumber or an electrician is an independent contractor. A trainer is not.

Hire, train & develop employees.4. LOOKING TO HIRE ONLY ExPERT TRAINERS.

Understand the reason for hiring trainers. The only reason is that there is too much

demand for YOUR services and you need to replicate yourself.

In other words you need a smart, friendly, professional employee to implement a program exactly as you would implement it. You dont need someone with new philosophies, or different training methods. You need another you.

When we first opened we had a minimum requirement. A minimum of a bachelors degree in kinesiology or sports science and to be a certified strength and conditioning specialist (CSCS) with the NSCA.

And thats what I got. And they were usually straight out of college with no social skills and an inability to relate to our demographic. When all we needed was someone to replicate the same service that you were already delivering.

Dont look for experts to work for you. Look for motivated people with great customer service skills and personalities and train them.

Create experts.5. NO RECEIvABLES- WORKING ON PACKAGES OR SESSION TO SESSION

If you dont have a monthly receivables base you dont have a business. Sorry. I know Joanne has purchased ten sessions at a time for the last two years and always pays. Try explaining to the bank that you actually have a guaranteed income. Try to get a mortgage based on the fact that you think Stevie is going to renew his 5 session package a few more times.

The only way to collect money is through a third party receivables company using EFT. Its a rookie mistake to try to collect your members money yourself.

DuMb THInGSTRAINERS DO!By Alwyn Cosgrove



Every client needs to be on a contract lasting X months and including Y sessions per month. The nice thing is that this guarantees your income and actually allows the client to finance bigger packages.

If you are still doing packs of sessions ask yourself honestly next April what is your guaranteed income? Most trainers dont have anything guaranteed.

The other issue is cash flow. I can remember five clients paying me for 20 sessions each one Friday. In cash. Im walking home from work feeling pretty good about how much money I made that day.

Of course I hadnt really earned that money yet and my budgeting skills were not that great

6. ONE ON ONE TRAININGOne-on-one training is dead and buried. In Physical therapy the therapist sees small groups. At elite strength and conditioning level e.g. pro teams the coach works with groups.

It makes no sense that the group between those two extremes would need one on one attention.

And save the excuses. It doesnt work in . I have clients that I need to watch as their form is so bad they may hurt themselves

Number one EVERY town has physical therapy and martial arts classes. Groups. Number two if your client cannot dare to do your workouts without supervision for fear of blowing out a knee Id suggest looking at your program design.

According to IHRSA personal training (one on one) has a 3% penetration rate to the gym going population. Group exercise is somewhere around 45%.

We can extrapolate that and it seems obvious that semi-private training appeals to more people than personal training does.

And its also a true win-win.A trainer can make more money per hour with semi-private training.A club can make more money per hour, and use a trainer more effectively with semi private. A client will pay less and benefit from the increased social support.

And you can reach more people. Realistically a trainer is only good for about 30 hours of training per week. With each client training twice a week that means each trainer can only reach approximately 15 people.

With semi private that same trainer can see upwards of 45 people.

7. SYSTEMIzE SO THAT WHEN A CLIENT COMES IN THEY DONT HAvE TO WORK WITH THE OWNER, THEYLL GET THE SAME SERvICE NO MATTER WHO THEY WORK WITH.

I stole this one from Thomas Plummer. No one goes to McDonalds on a Tuesday because John is working the grill. They go to McDonalds because whenever they go, and whichever store they visit (from Los Angeles, to London, or from Massachusetts to Moscow) for the same thing.

A McDonalds Big Mac is two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun. Always. No matter where. No matter who.

But in your gym a client asks two trainers what is the best exercise for legs? And receives two different answers.

If they normally train with Trainer A, and one day Trainer B covers the session its

usually a completely different workout.The only reason your business grows and you need more staff is because they want more of YOU than you can provide.

So there needs to be one system one philosophy that is replicated so well, that regardless of the staff member implementing the process the experience remains the same.

8. LET GO OF SOME OF THE OWNERSHIP- YOu DO NOT NEED TO DO EvERYTHING.

Most owners think they do a better job than someone else which is true unless you train your staff to be just like you and eventually theyll be better than you because you have too much on your plate and are spread too thin trying to wear all the hats.

Trust me there is someone that can answer the phone better than you. And that holds true across the board

9. NOT WANTING TO LEARN HOW TO SELL BECAuSE YOu ARE A TRAINER AND YOu ARE NOT A SALES PERSON

99% of what we do is sell someone something every single day. You are either selling yourself, your services, maybe selling some sessions, or maybe selling a protein shake.

There is a name for an expert trainer who cant sell. Poor. And possibly homeless, or at least headed that way.

Selling is like anything else a skill. A skill that can be trained. Take classes, read and study selling as enthusiastically as you study fitness and exercise physiology.

Ill pay more for a competent trainer with competent sales skills than I will for an expert


DuMb THInGS TRAINERS DO!

Weve had the pleasure of working with Susan K Bailey (skb) for the past 8 years and are very pleased with the work theyve done for us.

Initially, it was an occasional flier or mailer and now we are fully committed to using their services from direct mail pieces, internal signs, web design banners, and comprehensive member referral pieces.

From experience with other agencies, weve discovered that SKB understands our customer and how to target them. We could easily refer to them as experts in our industry who can enhance and make significant contributions to any marketing plan.

In addition, the library of existing marketing material and initiatives are a wonderful resource. You can always customize it but its nice to have a proven successful program at your finger tips.

Thanks again to the team at SkB for helping us achieve our success and we look forward to a continued partnership.

Yours in good health,

Mark Stupp, President of Womens Fitness Clubs of Canada

B e T T e r t h i n k i n g B r i g h T e r v i s i o n

1-888-349-4594www.susankbaileymarketing.com

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