Categoriesfitness business personal training

Want More Clients? Maybe Consider the Following. Or Not. Whatever.

I don’t envy new trainers and coaches coming into the industry. Today’s market is so saturated with gimmicks, tomfoolery, and bluster, everyone vying for everyone else’s attention, a total shit-show, that it’s become increasingly more challenging to give advice.

Most of what I have to say falls on deaf ears because, well, what I have to say isn’t sexy, takes a bit of persistence and resiliency, and doesn’t involve quick fixes (or the letters SEO).

Copyright: olegdudko / 123RF Stock Photo

 

I’m empathetic towards today’s fitness professional, though. I really am.

When I first started in this industry – way back in 2002, when smart phones didn’t exist – the industry was pretty barren. At least it seemed that way.

Today, seemingly, everyone is in on the action. All anyone needs nowadays is an IG account, a badonkadonk or a bunch of tattoos (or both), and sha-ZAM….a bonafide fitness expert is made.

Here’s a little secret: a pretty good litmus test as to how to tell the fitness celebrities asshats from the fitness professionals is the ratio of pictures of themselves to that of actual clients, or better yet, actionable content/advice.

What’s more, when I first started blogging waaaaaaay back in 2006, there weren’t many people in the industry who were doing the same. Off the top of my head I can think of Eric Cressey, Mike Robertson, Mike Boyle, Krista Scott-Dixon, and John Romaniello.

I was lucky in that I jumped on that train early.1

Fast forward ten years….the cacophony of “noise” and competition from everyone blogging, Tweeting, Snapchatting, using Facebook Live, and starting their own Podcast is intimidating if not absurd.

It’s never been easier to be heard; the internet and social media has given everyone a voice. However, it’s never been harder to get heard; because the internet and social media has given everyone a voice.

It can be a cutthroat, shallow, cynical, often opaque industry rewarding those who, for all intents and purposed, wouldn’t know their ass from their acetabulum.

It’s less about actually wanting to help people, and more about winning a popularity contest.

On a deeper level, I’m truly empathetic to those trying to make a living in the “real” world. There’s rarely a week that goes by where I don’t receive an email from someone that’s an iteration of one of the following:

“I’m having a hard time getting or maintaining clients.”

“It’s taking all my mental energy to not want to throw my face into a chainsaw. Working in a commercial gym sucks.”

Here’s Some Advice (In List Form Because I Like Lists)

1. Don’t Be a Dickwad.2

I’ve said this before and I’ll repeat myself until I’m blue in the face: I believe every (new) trainer should work in a commercial gym setting for a minimum of two years.

It’s there you’ll learn to build some resiliency, fail (which is a good thing), fail again (which is even better), and eventually learn from those failures.

You’ll have rockstar clients you’d train for free, as well as those clients you’d rather jump into a shark’s mouth than spend one more minute with.

Suck it up.

Use it as an opportunity to get better.

It’s going to happen. Be patient. (Good) coaching is just as much about sets/reps and exercise selection as it is becoming a people person and adapting to different personalities.

2. Shut Up

If you hate working in a commercial gym setting so much or feel you’re not getting paid enough, do something about it. Make yourself a commodity and more indispensable to the company.

Dean Somerset wrote an amazing post on the topic HERE.

3. Shut Up Even Morer

One of my biggest pet peeves is when fit pros complain about how much stuff costs.

Stop bitching.

NOTE: It’s not lost on me I make a fair portion of my income traveling around the world offering workshops. I am not implying you’re wrong for not wanting to hang out with me. Although, I am….;o)

There’s too much complacency in this industry. I have zero PubMed studies to back this up, but I’m willing to bet those trainers who complain the most about how much shit costs – like workshops – are the same ones who won’t hesitate spending $700 on the new iPhone.

Going to a workshop or purchasing a resource to make yourself better isn’t a cost…it’s an investment.

I guaranfuckingtee whatever you end up paying will almost always pay for itself tenfold.

All you need to do is learn one thing. One. that’s it. And when you apply that one thing to the right person, that’s the person who starts training with you twice a week for a year.

What’s more, you can write off all continuing ed (workshops, DVDs, books, digital products, Kama Sutra) on your taxes.

It’s a win-win.

Eric Cressey puts it a little more eloquently than myself recently:

“Early in your career, the opportunity cost of your time is far less expansive. You need to make money and build your reputation, so you should take on just about every client and continuing education opportunity that comes your way. And, if you want to be successful in writing and speaking, too, then you need to write and speak at every opportunity, even if nobody is or reading listening. The opportunity cost of your time is basically just watching the same episode of Sportscenter for the 47th time.”

4. Stop worshiping everything Gary V says.

Listen, I like Gary V. I think he has a lot of valuable things to say, and I think he does a superb job at giving people tough love when they need it.

He’s someone who advocates and pushes for people to work their ass off.

I’d be remiss not to give props where props are deserved.3

Here’s the thing though: people are so seduced by his passion, f-bombs, and proclivity to tell people to grind, that what many fail to comprehend is one important detail: Gary V was/is actually good at something.

Really good.

He built his reputation, first, as a wine connoisseur. He took over his family’s wine (shop) business and made himself into a wine expert. He attacked it, relentlessly. In fact, he was one of the first people to use social media to tout his (then) weekly hit-podcast, Wine Library TV.

That snowballed into a career in marketing, public speaking, and brand development.

And that’s the thing: A lot of fit pros today are too quick to worry about building a brand before they have a brand to build.

Many act like a deer in headlights the second you ask them to coach someone through a set of squats. Yet, they’re asking Gary V how they can get their ebook out in front of more eyes.

Again, be patient. Coach the shit out of your clients. Get good. Real good. And then get better than that. Wash, rinse, repeat.

As Lou Schuler famously said when asked what’s the best piece of advice he gives fit pros aspiring to see their names in reputable fitness publications:

“When the industry is ready for you, it’ll let you know.”

The answer is career capital and experience.

Want more clients? Coach the ones you do have well. Get really good. Simple concept, hard to execute because it’s painstakingly vanilla and boring.

Sorry

5. Be Authentic.

The clearest example regarding authenticity is something Complete Human Performance coach, Jonathan Pietrunti, noted on his Facebook Wall the other day

“Write blog posts about coaching/training…4 people read them.

Write a post about my life drama and disasters…viral.

Are you guys trying to tell me something?”

I’d argue nothing is more valuable in this industry than unapologetic authenticity. Now, this doesn’t mean you have to go out of your way to air your dirty laundry to every ear that’ll listen; no one wants to hear about your explosive diarrhea. However, it does mean people want to know you’re relatable.

Not to blow up your spot or anything, but most people could care less that you’ve memorized the Kreb’s Cycle or that you can regurgitate all the insertion points of the rotator cuff. Sure, they’re looking to hire a trainer who can get results.

They’re also looking for a connection.

I don’ know, I think people are more likely to stick with you long-term if you’ve memorized the map of Mordor or can regurgitate all the insertion points of the rotator cuff…in Klingon.

They want to see that you’re human, and not just someone who lives, eats, and breaths Paleo recipes.

Whether you’re into powerlifting, bodybuilding, early 90’s Mariah Carey, or wearing capes while you coach a group fitness class…be authentic to who YOU are. Don’t copy someone else.

It won’t work in the end.

Categoriesbusiness coaching fitness business personal training

Fitness Industry Survival Tips

Surviving in the fitness industry is tough. Now, granted, this isn’t The Revenant…we don’t need to worry about wrestling grizzly bears or anything. But it is pretty cut-throat out there and the one’s who “survive,” and do well, are the ones who can separate themselves from the masses.

Today’s guest post by strength coach Travis Hansen showcases some ways you can do just that.

Copyright: enki / 123RF Stock Photo

 

Fitness Industry Survival Tips

Trying to be successful in the fitness industry is a lot harder than most people tend to think.

The temptation for instant gratification and fly by night credibility is a very strong one, and provides with it a common misconception that you won’t have to grind on a regular basis, learn, and actually train people, not to mention generate legitimate results to remain alive in the business.

I’ve heard from a few credible sources that far less than 10 percent of individuals who start in the fitness business remain alive after a decade, and based on my experience that definitely seems to be pretty true.4

In this article I am going to share with you some arguable principles that I’ve utilized over the course of the past 12 years to stay alive and grow both my online and personal/athletic training business. I am by no means the most successful individual and I’m sure that many others could add to the list, but I honestly think the issues I am going to share with you are essential to your survival if you love this business and ultimately want to help people. I think everything stems off of the two factors I just mentioned and they serve as the groundwork for everything else to help lead you on your way.

So here we go….

#1- What Room Are You In?

Something that is very common I noticed from other trainers or even just the general public, is that there seems to be a constant battle in determining who knows more than the other person, or someone immediately jumps out and gets defensive if their current thought process is challenged by someone who may in fact be right.

I would be willing to wager a bet that our industry is far more guilty of this problem compared to any other profession with all of the hyped up trends that are out there still, hands down!!!

If you watch closely you will notice that the best in the business often times have their note pads out, eyes locked in on the person they are interacting with, ears open wide when they are trying to learn anything they can take away from the present conversation, and more times than not, don’t engage in these petty intellectual ego driven arguments that accomplish zero in the long run, unless the individual is just that damn stupid and asking for it.

As Mike Boyle once said:

“ There is a reason we have two ears and one mouth.”

The harsh truth is that you should probably spend the first 10 years of your career searching out the people who make you uncomfortable and dumb for the moment and eventually it will all start to make sense, and I guarantee you will be surprised just how much better you get.

The last thing I want to discuss in this regard is that something world renown coach and gym owner Zach-Even Esh once said that really resonated, and that is that people are often times uncomfortable and unsupportive of successful people as it makes them introspect and assess where they are at relative to their goals.

I honestly feel if that you start admiring successful people and try to emulate and even beat them then good things start to happen.

Don’t hate congratulate!

#2- Sacrifice

What a lot of surviving comes down to is how much you’re willing to do and sacrifice in order to achieve your goals.

Once you have mentally committed to doing whatever the hell it takes in order to achieve your goals without being illegal or walking over someone in the process then eventually you can start to grow.

I remember when I first got into this business I would buy and immerse myself into any fitness related material I could get my hands on to help build a solid learning filter. I was working 6-7 days per week for 8-12 hours per day. I would contact and pester any expert that would respond back to me with questions I had.

Luckily I stumbled across some great people that I still consult with today. You need very strong mentors and a network to better yourself and help your people.

#3-ASK FOR HELP

Never be afraid to ask for help or admit to your clients that you do not know something.

This only improves your credibility and earns more trust from your people in the long run.

Conan O’Brian once said in his late night talk show that saying you don’t know is often a sign of intelligence.

If you elect to retain your massive ego and state of ignorance, then you are only setting your education and growth back, and eventually your people are going to catch onto your bullshit and you will join the massive crowd of fly by night trainers that exist in our society today.

And remember you are only as strong as your network or alliance.

#4- Re-Invest

If you pay attention on social media, many times the high level practitioners and coaches in the field will send you subtle hints on how to be successful by showing you pictures of their personal training library and such.

There is also generally a very robust “Resource” section on every one of their websites where they show you where they learned from and how to improve your potential knowledge gaps.5

Your success will be ultimately determined by how smart you are, how hard you work, and how much you invest in your education and business. I never personally took out a business loan, but every paycheck and sometimes my whole paycheck was dedicated to learning material or small equipment purchases that accumulated into a bigger and bigger training setting or environment.

And then eventually once people see that you know what you are doing, you’re legitimate, and you get results, then they will more than likely invest in you and the ball just keeps growing bigger and bigger!

About the Author

Travis Hansen has been involved in the field of Human Performance Enhancement for nearly a decade. He graduated with a Bachelor’s degree in Fitness and Wellness, and holds 3 different training certifications from the ISSA, NASM, and NCSF.

He was the Head Strength and Conditioning Coach for the Reno Bighorns of the NBADL for their 2010 season, and he is currently the Director of The Reno Speed School inside the South Reno Athletic Club.

He has worked with hundreds of athletes from almost all sports, ranging from the youth to professional ranks. He is the author of the hot selling “Speed Encyclopedia,” and he is also the leading authority on speed development for the International Sports Sciences Association.

Categoriescoaching fitness business Uncategorized

Why an Online Training Business Might be Right For You (and 3 mistakes when building one)

I have a special treat for you today. Jon Goodman, the Godfather of online training, emailed me to ask if he could write a guest post for the site. I was like, “does Dolly Parton sleep on her back? Of course you can.”

Jon knows online training and he’s painstakingly built one of the best online training resources in existence that’ll help anyone build a successful business: the Online Trainer Academy. Enrollment is sparse and only happens twice a year. Tomorrow (3/2) is the LAST day to jump on the train for the foreseeable future. Hell, I’m on the train – come join me in the caboose for a good time.6

Why an Online Training Business Might Be Right For You

ONE DAY I GOT SICK, and I didn’t get paid.

I wanted to see the World, but I knew that if I did, I wouldn’t have a job when I got back.

Soon after turning 26 I decided, much to my surprise, that babies weren’t weird and gross and that maybe one day I’d like to have a few. If I did want a family at some point, I knew that something would have to drastically change.

It became apparent that I had to figure out how to build a business in the fitness industry that works for me even when I’m not around and that I control.

Conventional personal training doesn’t lend itself well to a balanced life. When I was in my early twenties I wanted to train 10-14 clients a day. I made a lot of money — much more than my friends at the time — but the hours were arduous.

By 24 I’d reached my income ceiling.

  • I was charging $97/hr and booked 40hrs/wk. If a client cancelled I’d have another on call with as little as 45 minutes notice.
  • I received a small salary as the senior trainer in charge of the hiring, training, and development of the rest of the team.
  • I received commissions for referring new trainers to the club in addition to referring my overload of clientele to other trainers.

Things were good for a while, but then I got that itch.

I wanted to see the World and I desired to meet a girl (smart, kind, and with legs that scream, “I squat, bro”). With my schedule that just wasn’t going to happen.

Something needed to change. I love the fitness industry and I loved my clients but conventional wouldn’t work. Conventional training in a gym doesn’t work.

Early Mornings, Late Nights, and a Lack of Control

You must avoid spending your life in a reactive state.

Reacting to things like your clients schedules, your gym’s rules, and the economy.

It might seem like you’re busy and I get it, there are only so many hours in the day, right?

Well the CEO of a Fortune 500 company has the same number of hours in a day as you. The difference is that he or she has better systems for making the most out of those hours. With these systems the business works for the CEO, not the opposite.

Most good trainers hit a wall. You can’t possibly work anymore. Look, I get it; I’ve been there.

My wife and I a month ago in Thailand where we lived for two months. We had to come home because she’s now 7 months pregnant. Photo credit: Tida Cha Photography]

If you want to work smarter, not harder, in fewer hours, while still providing your clients with an exceptional service there used to be 2 or 3 potential solutions:

1. You Could Start Your Own Gym.

The dream right? For some, this is a good option. However starting a club is difficult. You’ve no idea the hidden fees. There’s a reason why your gym might appear stingy or has protocols in place that you don’t necessarily agree with. I’m not saying that you can’t do it better. But to be a businessperson is a completely different skillset than being a trainer.

Note from TG: HERE’s a post explaining why this exact “thing.” Why it’s a BIG mistake to think the holy mecca is gym ownership. It’s not.

2. You Could Rise Within the Ranks of Your Club Into Management.

The Peter Principle states that, “in a hierarchy every employee tends to rise to their level of incompetence”.It goes on to state that, “employees only stop being promoted once they can no longer perform effectively”.

Similar to starting a gym, becoming a manager sounds good at first (the power, the ego-drive, etc.) but approach the position with caution. Managing other people is an incredibly difficult job and an entirely different skill set than training and managing a client load.

3. Multi-Level Marketing or Similar.

I’ll take a passage from one of my books, Ignite the Fire, here:

“The idea is attractive but very few are actually successful. You’re often forced to purchase the product yourself and it can be costly. Most people don’t have the requisite hustle, network, or marketing acumen to make a legitimate go of it. Not only that, the supplements are almost always poor-quality.

Read the ingredients carefully and look for independent third-party studies. Even if the supplement is of good quality, I’ve found that multi-level marketing companies sell supplements that are overpriced. It makes sense, and in fact providing such an attractive commission structure requires it. Finally, you’ll feel pressure to involve your close family and friends and this is not a position that I’d want my worst enemy to be in.”

In order to be successful and live a long, prosperous life as a trainer you must become proactive, and in order to do that, you must innovate. You need a new model.

The New Model i.e. The Best Solution That I’ve Found:

Imagine if there was a solution to every problem that is stopping you from turning your job into a prosperous and fulfilling career with ample freedom.

Imagine being in complete control of your schedule, to be able to charge less, make more, and offer just as good (or an even better) service.

Well it exists. But before I discuss it, I want to say something.

I’m not married to any idea. I’m about to discuss why online training or meshed online / in-person training is the best solution. When done right, it’s the solution that you might be looking for.

I came into this search for a solution with an open mind looking for whatever worked best and online training hit all-important points. What followed was 2.5 years of developing, testing, tweaking, and more testing of the best systems for delivering an exceptional online training service.

Since 2013 I’ve been teaching trainers how to either supplement their in-person training with online training or train clients online full-time. The Online Trainer Academy is the most current evolution of this process. Complete with a textbook, workbook, digital portal, and all scripts, worksheets, templates, and anything else that you’ll need, the Academy is the world’s first certification in online training that doubles as a business development course.

 

The physical Online Trainer Academy materials. Not pictured here are all digital materials.

Imagine creating a reliable and consistent source of income — one that you can depend on month-to-month. Or, if you’re a gym owner, imagine being able to attract and keep trainers by offering something different in addition to adding another reliable monthly income stream to your bottom line.

Online training is still relatively new and, like all new things that have tremendous potential, some have already jumped on the bandwagon without much thought.

Whether or not you enroll in the Academy, I want to help you get started with online training. Here’s the 3 biggest mistakes unprepared, yet well intentioned, trainers make when making the transition.

3 Biggest Mistakes (well-intentioned) Trainers Make When Starting or Growing an Online Training Biz-ness

 3 is actually the perfect number.

They are: 1) bad support systems 2) offering too much and 3) taking on the wrong type of clients.

I’ll go into detail on each below. Before I do that, let me say that building an efficient and effective online training business is akin to what we teach our clients: build a strong base and grow from there. Don’t slap on extras before you’ve got your foundation.

Right, here’s a bit more on each of the 3 mistakes and what to do to avoid them:

1) Bad Support Systems

Email will drive you crazy. It sounds nice to offer “unlimited email support” but that doesn’t help the client and wastes your time. It doesn’t help the client because it creates dependence and it doesn’t help you because it takes away your control and freedom – the two reasons why most add online training.

You need to establish a precedent. My suggestion is to tell your clients that they can send you one email a week. That email has to be point form. Each point is one question. And each point is no longer than 3 sentences. They can send as many points as they want. You pick one day to answer all emails – say Sunday morning.

The reasons for this tightly-controlled system are numerous, but here’s a few:

  • Most people aren’t writers. Forcing point form avoids the wall of words.
  • Forcing clients to create a list and send you it at once means that only the important questions get asked.
  • You can block off your time. Setting aside an hour or two once a week to do all email support adds back a level of freedom and control into your life.

You can always offer additionally support if needed on an off-the-cuff basis.

2) Bad Program Offerings

In a similar vein to my point above, online trainers need to think critically about what they are going to offer as part of their training packages.

Allow me to illustrate this with an example:

The first systems I built for online trainers were given to 24 beta participants. One day I got a message saying that a trainer was worn out. He was working more and making less – not what online training is meant to do. We got on the phone. Here’s what he was offering:

  • 1 hour Skype check-in call/week
  • Program design
  • Nutrition design
  • 24/7 email support
  • $199/month

Steve charged $75/hr for in-person training. When we spoke he told me that it takes 3hrs for him to design the program and nutrition. Ignoring the email support, he was offering 7hrs of his time for $199/month, or $28/hr.

https://www.youtube.com/watch?v=1ytCEuuW2_A

 

Because Steve didn’t think critically about his systems he was training at a loss of $329 per client each month. Just because you’re working online doesn’t mean that you’re working smarter. No wonder he was burnt out!

My advice to you is this: when deciding about your program offerings base the pricing off of how much time it will take you per month to deliver the service and go from there.

3) Taking on the Wrong Type of Clients

Maintaining a high quality service online requires more proactive and lateral thinking than training in-person does. The reason is simple: in-person you can be reactive. Online you have to anticipate problems and plan for them so that they never happen.

To do this requires an in-depth knowledge of the client you’re going to train. It means that you need to be a lot more selective of your clientele. It’s also why I don’t recommend trainers who have less than a year’s experience working in-person invest in the Online Trainer Academy.

For example: If I train a 30-35 year old working professional male with no serious injuries I can predict that he probably works at a desk. If I work further down the chain it’s likely that he will have some troubles with the bench press (shoulder impingement). Obviously there are exceptions, but bear with me.

For this client I might substitute an incline neutral grip dumbbell press for the bench press in anticipation of a problem that may arise.

It all comes down to knowing your client. High quality online training is possible but only if you take on the right type of clients for you.

My suggestion is to identify the 2-3 key client avatars that you deal with. Be specific.

Female, aged 30-40 with one client less than 6 months post-partum.

Male 40-55 was a college athlete but let things slide and has some lingering knee issues.

Whatever.

Figure out who you know best and only take them on as online clients. In-person you can take on a wider variety.

Tomorrow is the LAST Day to Enroll

Everything is laid out for you. All the tools you’ll need to help you build a legitimate online training business is here. Nothing shady, nothing nefarious. What have you got to lose?

I don’t point people in the direction of things I don’t believe in or that I don’t believe works, and I get it, some of you may be thinking……”this s*** is expensive!” And you’re right. But:

1) This will easily pay for itself (and then some x a bazillion jillion) if you put in the work.

2) You can write it off.

3) It’s gluten free.

4) Scrumptious.

—-> Online Trainer Academy <—-

Categoriesbusiness coaching fitness business

The Pros and Cons of Online Training

I started utilizing distance coaching back in 2005 before “distance coaching” was a thing. Hell, Facebook was barely a thing at that point in time, but I managed to survive.

Come to think of it I didn’t get my first cell phone or laptop until 2006, so it’s any wonder how I was able to turn distance coaching into a viable source of income for myself.

Copyright: everythingpossible / 123RF Stock Photo

 

It’s taken years, of course, to turn it into a viable source of income, and, admittedly, there are innumerable coaches out there who have built online training empires that would make what I have built seem like an anthill compared to their Taj Mahal.

Fuck those guys…;o)

Just kidding. It’s altogether impressive to see how successful some people have gotten with their online training businesses. Kudos, and well done.

Nonetheless, I wanted to take today and discuss my experiences with distance coaching: Why I do it, the pros and cons of doing it, mistakes I’ve made along the way, and whether or not you should considering dipping your toes in the water.

Copyright: warrengoldswain / 123RF Stock Photo

 

Above all, when it comes to online training, you need to ask yourself this question:

Are You Doing It For the Right Reason(s)?

There’s a fairly naive notion that those who do online coaching are living the high life. They’re traveling the world on their hovercrafts writing programs and answering emails while sipping Pina Coladas. Indeed, for some, this is very true. I mean, hovercrafts are awesome.

However it’s not the norm.

If you’re entering the world of online training under the guise that that is normal, and that you’re going to be making between a metric boat load and metric shit load of money without any effort, let me say this:

“HahahahahaahahahahaahahahahahaahahhwytZARWQEtwqEagfhagtawrhdAFr5HAHAHAHAHA.”

Personally, I’d make the argument that online coaching is more time consuming and more of a grind than people are led to believe. Then again, those who believe otherwise are the ones who think all you need is a YouTube page, a smart phone, and nice smile to build a bonafide fitness business.

Basically it comes down to this:

  • If you decide to enter the world of online training (only) to make a bunch of money, good luck. I doubt you’ll last long.

  • If you decide to enter the world of online training to actually help people (first), to offer a good service with integrity, and then yeah, eventually, maybe make some decent money, now we’re talking.

Those Who Do Online Training Gooder: A Huge Caveat

I didn’t take on my first online training client until 2005. I had just moved from Syracuse, NY (where I had been working in both corporate and commercial gyms for the previous three years) to Danbury, CT where some guy named Eric Cressey convinced me to move to to start working with him at a local gym in the area.

A client of mine (back in Syracuse), Bobby, emailed me after a few weeks and asked if I’d still be interested in writing his programs? I like to think he couldn’t live without my witty personality and incessant GoodFellas quotes.

Until he had asked it had never dawned on me to write programs in a distance-based fashion. I was like, “uhhhhhhh, sure.”

I had a digital camera, a desktop computer, a sick bicep peak (<– very important), and an Excel spreadsheet.

I made it work.

But how?

Looking back my systems were terrible. But that’s also comparatively speaking. What I had access to back in 2005 in terms of technology paled in comparison to what is available today. I might as well, proverbially speaking at least, have been shucking corn with a scythe. Or, I don’t know, playing video games on an Atari 2600.

Bobby would send me a check via snail mail, I’d write his program, email it to him, and then if he had any questions I’d either have to write a Tolstoy’esque email back explaining every step of every exercise, or attempt to send him an impromptu video, which, honestly, back then, was more of a pain in the ass than writing everything out.

There was no such thing as YouTube. How did we survive?!

But it worked because of one thing, and it’s something I can’t repeat enough: I had years of experience training people in REAL LIFE.

To that end……

I think the best online coaches are those coaches who have experience training people in-person for a few years and then transition to some degree of distance coaching.

“It’s only when you work with people in person, gain a better understanding of their diversity and how to properly cue and coach different people with varying goals, current/past injury histories, and ability levels, and then have experience APPLYING what you read and watch to an actual individual, that you’ll (likely) be more successful virtually.”

In the years since I have developed better systems and my online coaching business is loaded with my own required desiderata – my laptop, PayPal account (to accept and send payments), DropBox (t0 receive and critique training videos), set of questionnaires, intake info, and screens (sent via vide0) to better ascertain prospective clients’ needs, a relationship with Exercise.com and their use of their sweet platform, not to mention my baller Spotify chill mix for optimum program writing prowess and badassery.

But what about the pros and cons (for both client and coach) of online training? What are they?

The Client

Cons:

Since I like to get bad news out of the way first (like, I’m writing this post with no pants on) let’s start with those, in no particular order:

  • Your coach isn’t actually there with you: That’s sort of the point of distance coaching right? But unless you’re highly motivated, you’ll find this as an excuse to not make it into the gym or skip certain parts of your training session. Lame.
  • Feedback comes later than you need it: Since you’re (hopefully) sending videos to your coach you won’t know until after you’re done with your lift if you performed things up to their standards.

 

  • It’s really easy to find a shit coach: If you spend 10 minutes browsing the fitness related hashtags on Instagram, I bet you could find about 50 random guys and gals who just finished training for their first show and are dying to offer you one of the limited spots in their online training group. Who knows what this person knows and where they learned it. If you don’t do your research you’ll end up wasting your money on some random jabroni.
  • It can be tough to form a relationship: If you found your coach online, it can sometimes be tough to form a relationship with them. Really, who wants to keep spending money on someone that they don’t have a great relationship with? And if you haven’t really bonded with them or trust them, why would you keep killing yourself in the gym for them? This is why I always make it a point to send random pictures of my cat here and there. Because it builds rapport, and because she’s awesome.

Pro’s:

Enough of the Debbie Downer talk! There’s a lot to love about working with a coach as a distance client!

  • It’s cost effective: This is just a fancy way of saying cheap! The cost per session of working with most distance coaches is substantially less than paying for them in person and is typically even way cheaper than paying for an atrocious trainer in person. For just a few bucks per lift you can have a great coach write your programming for you; it’s awesome.
  • Low stress: What do I mean by this? I mean that you don’t have to worry about schedules nearly as much as in person. You work weird hours and want to train at 2 am? Sure, pyscho, go train at 2 am.
  • You can work with just about anyone: As long as a coach is taking clients and you can afford them, you can work with just about any coach in any realm of fitness. It doesn’t matter where they are located; you can get a Chinese weightlifting coach, a Brazilian booty coach and a Turkish get-up coach if you want.
  • It can last a lifetime: If you’re lucky enough to find a coach that you have a good relationship with, trust and see results with you can train with them essentially forever. Regardless of where either one of you moves, the training relationship can remain solid.
  • A good community: I’m lucky that my coach (yes, I have a coach) had done such a good job with his distance coaching prior to me hiring him. When I started working with Greg, The Strength House had a vibrant online community where people are able to post videos to get feedback from Greg and Tony B. as well as other clients who may know what they are talking about. It makes a huge difference with staying accountable to my program.

The Coach

To be truthful, a lot of the points that are true for clients are true for coaches. It can be tough building a relationship with someone that you’ve never met.

Cons

  • There is a world of shit out there: People move like crap, and it’s hard to “manage” people from a distance unlike you can in-person. Being able to instantly provide verbal and tactile feedback is what gives in-person coaching a more than slight edge over online training.
  • More challenging to keep clients accountable: Are your clients really doing what you tell them to do? Are they really doing their deadbugs and dedicated warm-ups or skipping them in lieu of extra bicep curls in front of the mirror?
  • It Can Get Weird – Like that one time I started with a new male client and while on a bus on my way to NYC to visit friends I opened up all the postural pics I had him send me. Sorry random woman who looked over at me looking at half-naked pictures of a man. #awkward.
  • There’s a lot of moving parts: To be an effective distance coach means having a few systems in place that work really well and those can be difficult to manage.
    • A good way to track programs and ensure clients get them in time.
    • An effective means of communication, or else you’ll end up with an abyss of emails and texts to answer. Personally, though, I rarely give out my cell phone number for this very reason.
    • A good video library to pull demo’s from.
    • A solid network of coaches and trainers in other cities to be able to reach out to for help (Hey, I’ve got a client in your city, they’d like to meet with you for an hour and work on their hip hinge)
    • A strong system to collect and track payments.
  • Distance coaching isn’t for everyone: Truthfully, some people really just do need one-on-one in person training. Maybe the client isn’t motivated enough, maybe their needs are beyond what you can provide via an email or Facebook message. While it will mean you lose their monthly fee, this is definitely a client you should help find a local trainer to help them with their immediate goals.
  • It’s not all butterfly kisses and rainbows: Despite what the internet tells you, most people who do online training also have another job. Very few can live off their online business alone. It can be a drag to come home after coaching (or working) an 8-hour day only to have an inbox full of client questions and inquiries. As I alluded to above: online coaching, I find, is more time consuming than people think – especially if you lack having systems in place.

Pros

  • You can work with anyone: This is by far the coolest part. Right now I do remote coaching with people all over the world. I have clients all over North America, Europe, and even the Middle East. Many people have limited access to quality coaching and online training allows me the opportunity to work with people I otherwise would never cross paths with. Note to Optimus Prime, I have a few spots open.
  • It’s a decent bump to your income: I’m not going to tell you it’ll make you a millionaire, but I remember when I first started I told myself I wanted online training to help me cover my rent each month (and maybe pay for my then Match.com membership). It did and has since. Pretty cool.

Note: Match.com profile was deleted when I met my wife….;o)

  • Clients for life: If you’re good at what you’re doing, you’ll have clients that you’ll keep around forever. Also, since we in the fitness industry know that word of mouth advertising is more effective than anything else, happy clients will tell their friends and family.
  • It’s honestly fun: I really enjoy this part of my job. It takes me out of the daily routine of local clients that I work with and gives me something else to think about. It has become another skill to try and master and I like that challenge. Figuring out how to get great results with someone training in their home gym in North Dakota is much different than having that same person in front of you in your gym. You learn how to broaden your horizons as a coach and try to always get better and improve your systems.

Ultimately it’s up to you to decide whether or not online training is your cup of tea. I think when done well, for the right reasons, and with the right systems in place, coaches (and clients) can do very well. However, when taken for granted and with little attention to detail, it can be more detrimental than helpful.

Register for the Online Trainer Academy

 

My good friend, Jon Goodman, has developed what I believe is one of the best resources out there with regards to becoming a bonafide online trainer. If I had something like this back in 2005 my systems would have been much more organized, and I’d probably be married to Jennifer Lopez. True story.

Enrollment is extremely limited and only happens twice a year. Enrollment for early birds will begin February 21, 2017 (tomorrow!) and will close a few weeks thereafter. If you hurry, you can go HERE to download the Lasting Laws of Online Training and get onto the early bird list to save $200 off registration.

Do it.

DO IT.

Categoriesfitness business

Credentials: What They Mean and What They Don’t

People should be proud of their credentials. I am of mine: Tony Gentilcore, CSCS, FMS, OPP (down with it). You earn what you earn. No one can take them from you. However, what do they really mean? Do they mean you know more than someone else or carry more expertise? Do they allow you to jump the line at Disney World?

In today’s guest post by NJ based physical therapist, Dr. Nick Licameli, he breaks things down and explains his interpretation of what having credentials next to your name means.

Enjoy!

Copyright: icetray / 123RF Stock Photo

 

Credentials are important. There is no denying the fact that having professional credentials increases the likelihood of  expertise and professionalism, however it is a mistake to put too much emphasis on the letters surrounding a name rather than the heart and mind of the one possessing the name.

I am a doctor of physical therapy and a professional natural bodybuilder. What does this mean?

Being a Doctor of Physical Therapy:7

This simply means that I have completed the necessary undergraduate, graduate, and clinical course work from an accredited physical therapy program and passed my licensing exam. This says nothing about how well I did in school or if I ever failed a class or had to retake something.

Copyright: bialasiewicz / 123RF Stock Photo

Remember, there are doctors out there that got B’s and C’s in school.

As the saying goes, “C’s get degrees!” That being said, I feel compelled to mention that I graduated Summa Cum Laude with a bachelor’s degree in biology and graduated in the top ten of my class in physical therapy school.

Does having the title of “Doctor” make me better than anyone else? OF COURSE NOT! There are many older and more seasoned physical therapists out there without doctorates that are light years ahead of me in terms of knowledge and skill set. It’s not about what you graduate with or a title before or after your name. It’s about what you do with that title.

Formal education does not make an expert, it teaches how to become one. Real learning does not happen during school or during a credentialing course. It happens after school hours. It happens when no one is watching. It happens when you sacrifice your own free time to pursue a burning passion within yourself.

Much like bodybuilding, no one sees the daily grind of work that it takes to create the finished product.

The majority of my knowledge of exercise, nutrition, and bodybuilding has been obtained through hours spent furthering my education outside of the classroom, learning from experts and relating the information back to the content I was learning in physical therapy school.

This blending of the two worlds made my job and my passions one in the same. It is important to learn from experts, but it is more important to take that information and apply it to your own deep burning passions.

As the eastern philosophy says:

“We seek not to imitate the masters, rather we seek what they sought (Covey, 1989, p.281).”

I’ve made my degree my own.

There are many doctors of physical therapy that don’t know the things that I know because I pursued my passions on my own.

Here’s a good example of what I mean.

Maybe a physical therapist is passionate about animals. In his free time, he obtains knowledge about therapy dogs.

He dives into the research on therapy dogs until he’s blue in the face. He seeks out experts in the use of therapy dogs and learns from them. This person would be a physical therapist with expert knowledge on the use of therapy dogs. Because he didn’t learn that information from school, he has something unique that other physical therapists do not.

Certainly not all doctors of physical therapy are experts on the use of therapy dogs, but it’s where his passion lies so he has molded the two worlds together. He has made his degree his own.

Being a Professional Natural Bodybuilder:

This simply means that I was the best, according to the judges, at a particular competition. While turning pro has been a goal of mine for years, it’s important to remember what it means and what it doesn’t mean.

It does not mean that I am in some way better than competitors without a pro card. There are many, many competitors out there who would blow me away, but have not been able to turn pro yet. I could have brought the same physique to five different shows and received five different placements.

The placing in a competition has to do with who shows up to the competition on that particular day. If aces show up, you may get 5th place with a killer physique. If beginners show up, you may take first with an average or below average physique. Just like how having a doctoral degree or extensive credentials doesn’t always equal a quality practitioner, having a pro card doesn’t always equal a quality physique.

To my fellow competitors from that night, I say keep working hard. Keep at it and don’t get discouraged. I know the feeling. Don’t let your placing in a competition define your self worth. I am honored to have shared the stage with such a great group of guys.

Conclusion

Judging someone’s worth based on credentials is like judging a quarterback based on number of Super Bowls won.

It’s an inaccurate measure of talent, ability, experience, and expertise. The point here is that the doctorate, the pro card, or any other credentials are not what make me special.

Don’t get me wrong, I am proud of my accomplishments in both academia and bodybuilding, but I understand that they do not make me better than anyone else. Where I excel is having a strong passion for science, education, training, nutrition, and helping others.

No title or degree can create that. Yes, I use my titles in my signature, but it is not meant to gain undeserved trust, respect, or prestige from others. They’re simply my titles.

Again, there are physical therapists, trainers, coaches, and bodybuilders out there with barely any credentials or letters surrounding their names who know much more than I do. I can only hope to seek out those individuals and soak up as much knowledge as possible from them to better myself.

Always seek first to understand, then to be understood. Be humble, be open, and never stop learning. My goal is to earn respect because of my actions, heart, and knowledge, not my titles or degree.

About the Author

Nick Licameli is a doctor of physical therapy and professional natural bodybuilder. He graduated summa cum laude from Ramapo College of New Jersey with his bachelor’s degree in biology, then furthered his education by completing his doctoral degree in physical therapy from Rutgers School of Biomedical and Health Sciences (previously the University of Medicine and Dentistry of New Jersey) at the age of 24.

His knowledge of sport and exercise biomechanics, movement quality, and the practical application of research combined with personal experience in bodybuilding and nutrition allows him to help people in truly unique ways.  He views bodybuilding through the eyes of a physical therapist and physical therapy through the eyes of a bodybuilder. His passion lies between his love for the journey of bodybuilding, education, and helping other.

Youtube: https://www.youtube.com/channel/UCAWFe5BmaJ_WFAh2aqsOg8g  

 

Categoriesbusiness fitness business Motivational personal training

Hierarchy of Fitness Industry Success

There’s a lack of resources out there informing new(ish) fitness pros what it takes to be successful in this industry. I thought I’d take some time to offer my two cents.

I’m not even going to swear, that’s how professional I want this post to be.

Copyright: yarruta / 123RF Stock Photo

 

I’d be remiss not to give credit to Alwyn Cosgrove who wrote one of the best fucking8 fat-loss articles I’ve ever read way back in 2007: The Hierarchy of Fat Loss. It’s an article I still refer to to this day and obviously served as inspiration for this one.

As with fat loss, when it comes to not sucking in this industry and being successful (whatever that may mean to you9), there’s a hierarchy of things that should be met and/or prioritized.

Just to be clear, having the cutest cat in existence isn’t one of them.

But it doesn’t hurt either.

Based on current trends you’d think all you need to become successful in the fitness industry is a YouTube channel, an endless collage of Yoga pants, or some kind of witty self-promotional title like, I don’t know, “Paleo Pirate” or “Han Swolo.”

[Not sure if those are already taken, but if not, you’re welcome]

I understand it’s popular and altogether easy to rag on “fitness celebrities.” I do it too and it’s often warranted. By the way, THIS article is one of the better ones in recent memory.

However:

  • I don’t have a million followers. You don’t have a million followers. Let be real: We both want a million followers. They must be doing something right.
  • Writing a snarky Facebook status or Tweet isn’t going to help anyone or solve the divide, so I decided to do something productive about it.

Hierarchy of Skillz

The roots of this post can go back several years, when we started our intern program at Cressey Sports Performance. Almost inevitably, when asked what they wanted us to cover, every new intern class wanted to go over more nuanced topics right away like assessment, PRI, or why my music playlist was way better than Eric’s

Yet, many couldn’t tell what muscles upwardly rotate the scapulae or coach a proper squat if their life depended on it. Or, on occasion, some weren’t socially comfortable enough to take the reigns on coaching someone in the first place: whether it was breaking down someone’s squat or demonstrating a proper deadbug.

It flies in the face of what many young coaches today are programmed to think, but, no, Instagramming your deadlift won’t get you into Men’s Health.

You’re going to have to build some career capital and experience the old fashioned way.

I’ll break down my hierarchy in more detail in a minute. Before that, however, I want to have a real, un-censored conversation. Here’s the umbrella theme I want you to consider the rest of the way:

I give you PJ Striet ladies and gentlemen:

“Work ethic. Cliched but true. Not many are willing to get out of bed at 4:30, get home at 8, and turn around and do it again and again, for YEARS. You work when other people don’t-early mornings, late nights, holidays.

And you have to combine that with the wherewithal to over deliver, all the time. I used to show interns a picture of a BMW or Mercedes and tell them “This is what your future clients could choose to spend their money on each month for what they will pay you. You better bring it, because this car is a helluva lot more attractive than doing lunges and rows.” This is where the people skills come in.

I’m not going to millennial bash, but most young trainers just ask me how to get in magazines, get book deals, etc. The thought of spending 17 years, much of which was spent doing one-on-one training over 14 hours a day, isn’t really appealing. God I sound like my late father.”

Categoriesfitness business personal training

Should You Discount Your Rates Or Offer Free Sessions?

The fitness industry gets the shaft sometimes. It endures godawful long hours, we work when others don’t, there’s rarely (if ever) paid vacation, and there’s almost zero barrier to entry which allows a bunch of numbskulls to mess things up for everyone else.12

Copyright: ruigsantos / 123RF Stock Photo

 

I can’t think of any other industry or profession where, more times than not, the expectation is potential patrons get to “sample” the service before they decide to purchase. Okay, admittedly, that 100% describes the process of purchasing a car. However that scenario is a little different. A car is merchandise. The fitness industry is a service industry.

I think it’s a fair question, and feel free to insert any other profession in place of dentist (it’s the first thing that came to my mind when I wrote the Tweet): lawyer, hair-stylist, plumber, tutor, financial advisor, professional Han Solo impersonator, anything.

I also think there’s no one correct answer and that whatever side of the fence you’re on – “yes, you should offer free consultations and services” or “hells-to-the-no you shouldn’t” – has it’s advantages and disadvantages. In fact, if there’s any question that deserves the canned “I don’t know” response it’s this one.

via GIPHY

However, upon further reflection I think the more germane response is…

“It Depends”

I remember when I was working at Sports Club LA (now Equinox) here in Boston back in 2006-2007 every new member received two “free” sessions with a trainer. I say “free” because the sessions were complimentary to the members but I was still compensated for my time. Not every chain does that of course, but you can bet they all have people on staff who’s sole job it is to sell, sell, sell and/or direct people towards the trainers. In Boston, like any major city, there are several notable, big chain commercial gyms vying for people’s attention (and wallets):

  • Equinox
  • Boston Sports Club
  • HealthWorks
  • LifeTime Fitness
  • 24 Hour Fitness
  • Golds
  • Planet Fitness
  • Beacon Hill Athletic Club

In addition there’s dozens of mid-level commercial gyms (not chains, but pretty big) peppered throughout the city, not mention a CrossFit box in every major neighborhood. That’s a lot of competition and it makes sense that many of them would offer a free consultation or discounted introductory rates on training to entice more people to join.

Copyright: wavebreakmediamicro / 123RF Stock Photo

Cressey Sports Performance business director, Pete Dupuis, discussed this very topic in THIS blog post, and one stat he brought up was that roughly 30% of people who are offered free consultations actually end up taking advantage of them. As Pete mentions:

“This may be a solid conversation rate from the perspective of the commercial gym owner, but not for the independent contractor who doesn’t see a single penny of the monthly membership dues these potential leads are paying.  A 30% conversion rate tells me that 7 out of 10 people decided that something for nothing was actually worth nothing.”

And that’s the thing: I don’t have the luxury of hundreds (if not thousands) of people paying a membership fee just to walk through the doors. Why would I offer my expertise and time for free when I have bills to pay?

Some people may counter with “well, if you offer free stuff it’s less intimidating and allows people to see whether or not you’re a good fit.”

There are a few points I’d like to offer here:

1. Again, try walking into a hair salon and asking someone for 30-60 minutes of their time in order to sample the goods and to see if “you’re a good fit.”

HAHAHAHAHAHA – no, seriously, do it.

2. This is my livelihood, not a garage sale.

3. Plus (and not that I would ever play this card), I’m Tony motherf****** Gentilcore. People, like, me. I’m cool as shit to hang out with. Deadlifts, EDM, and random 90’s Mariah Carey trivia? Who wouldn’t pay for that…;o)

4. When does it stop? You offer a friend a discount and then what? Discounts for life? The mailman trains for free?

Worse you offer one person a discount or free sessions and another client catches wind who didn’t receive the same discount and now things are going to get weird. It’s best to just draw the line in the sand and take pride in your rates.

5. As my boy Dean Somerset has noted: free stuff isn’t the same thing as free training. I have over 1,900 blog posts on this site that are free and will help point people in the right direction in terms of training advice. Please, peruse away. That takes zero of my time.

However, time = money. If you want that it’s only fair to be compensated for it.

6. With regards to free consultations specifically, here’s the deal: that’s my assessment. I’m not taking 60 minutes just to show someone how to put the pins into the machines or to gossip about who’s banging who on WestWorld.

I’m taking that time to dive deep into someone’s unique injury history, discuss goals, using screens to assess movement quality, and taking the opportunity to see how much (if anything) I need to clean up with regards to exercise technique. All of that is information I use to write an individualized program. There’s value in that, not to mention a college degree, a CSCS certification I need to work at to maintain, and years of continuing education. If there’s any time left over, cool, lets discuss robots banging each other. I’m down.

Other Miscellaneous Things I Want to Say, But Have No Idea How to Put Them In Coherent Order.

  • I’d be remiss not to say this: Have a filter. Experience matters in this context. If you are in fact a new coach/trainer there is going to be a degree of doing stuff you’d rather not do. The entitlement that permeates with new trainers entering this industry is dumbfounding. There will be times you may have to offer your time for free or offer discounts in order to get more eyes in front of you. It’s not beneath you to do so. Moreover, you may end up working for a year (or longer) earning “beginner” wages. It’s part of the gig. Suck it up.
  • What about online stuff and emails? I take a lot of pride in that I try to answer every email sent my way. I think there’s huge value with interacting with your audience and not being an uppity dick. I’m not that much of an a-hole that I can’t take a few minutes to answer someone’s question. Where it becomes absurd is when one question turns into 17, or someone sends an email that would rival War and Peace in length. I ain’t got time for that.
  • I feel strongly there needs to be some form of “buy in” for the person to take things seriously in the first place. If the session(s) are free and there’s no penalty (loss of $$) on their end to 1) show up and/or 2) be accountable there’s less likelihood they’re going to be invested in the process.
  • This is NOT to say I don’t feel there’s value in offering discounted training/rates sometimes. The peeps over at Mark Fisher Fitness are huge proponents of offering special one-time only offers of 20-25% off packages when people attend a special bootcamp or class. I like this idea! If you’re already making the time to be at a certain place at a certain time, go for it. Offer free shit. Make it a special charity bootcamp or, I don’t know, just because it’s Thursday. MFF’s rule is run the class, get people’s names, offer the offer, stalk them for 30 days with emails and phone calls, but after that stop.
  • Understandably, there are some commercial gym trainers who are stuck between a rock and hard-place who receive minimal help from management in terms of client referrals. In this scenario I sense some value in offering free classes or sessions. If it’s a matter of getting more eyes in front of you I’d suggest offering 15-30 minute workshops or hands-on sessions during your floor hours where you go over core training, fat-loss strategies, or maybe offer exercise technique tutorials. Here people can get a flavor for how you roll and decide if you’re a good match or not. You totally are by the way.

Have some of your own advice to offer? Please chime in below or on the Facebook feed. I know many people have different perspectives and ideas on this topic and I have no doubts others can and will benefit from your experiences.

UPDATE

I should address a common theme I see popping up from people who oppose my view point. And that is: “I want my plumber to come and fix the toilet and that’s it. There’s more to the conversation when you factor in client-trainer relationships and the importance of rapport.”

I couldn’t agree more.

Which is why I refrain from pressuring people into purchasing large blocks of training up front. You want to talk intimidating? That’s intimidating.

“Hi, we just met and I spent 30 minutes gently tapping your glutes, want to hang out more? That’ll be $1200 for 30 sessions mmmmkay?”

Stealing another train of thought from Pete Dupuis, I’d rather earn my client’s business month to month. I only offer monthly plans. That’s a more palatable pill to swallow for most people. And, on the off-chance someone doesn’t like my glowing personality (and sweet He-Man references) or feels we’re not a long-term match, I am totally cool refunding their unused sessions. That’s just Business 101. And not sucking as a human being.

Categoriesfitness business personal training rant Writing

Me Spitballing Some Sage Advice to Fitness Professionals

I have a few things I’d like to get off my chest, fitness professional.

Copyright: <a href='http://www.123rf.com/profile_tashatuvango'>tashatuvango / 123RF Stock Photo</a>
Copyright: tashatuvango / 123RF Stock Photo

 

1) The Picture Above is Misleading.

I don’t consider myself an “expert” in anything.13

If my name happened to be Gray Cook, Stuart McGill, Shirley Sahrmann, Mike Boyle, Dan John, Sue Falsone, or Yoda then maybe I’d have some room to talk.

Truth be told: It was the only picture I could find on 123RF.com that fit the tone of today’s post, so I ran with it. But there’s a message to be made here: none of the people mentioned above – in addition to the countless others in the industry I could name drop – have ever uttered the word “expert” as an adjective to describe themselves or their services.

I find it comical (<– not “ha-ha” comical, but rather “you’re kind of a narcisstic asshat” comical) that there are highly respected coaches in this industry who have been doing what they’re doing for longer than some people have been alive and have every right to claim they’re an expert, yet don’t, but there are some industry pros out there who, for whatever reason – they read a book, took a weekend certification, eat Paleo – anoint themselves this term.

Do yourself a favor, hit up your “About Me” page on your website and your various social media profiles and delete the word. Unless, of course, you’re an expert in kitten kisses or giving high-fives.

In that case, expert away.

NOTE: this isn’t to say you shouldn’t be proud of your accomplishments or that you have to be in the industry for 10, 15, 20, or 30 years to profess to the masses you know what you’re talking about. It’s just, I don’t know, a little dose of humbleness goes a long ways.

2) And Since I’m on the “Ornery Strength Coach” Train at the Moment

Here’s a Tweet I posted yesterday:

Admittedly, I can understand how some people reacted the way they did. I can see how the words may have come across as a shade elitist with a pinch of “dickheadedness” tossed in for good measure.

I had two or three people send me messages saying something to the effect of:

“Are you saying someone with less experience than you can’t come out with a good product? That’s naive.”

For starters: I said first product, not good product.

Secondly: No, that’s not what I was saying.

I recognize there are numerous people who have been in the industry for a very short time who have put out remarkably good content and/or released amazing products. Far be it from me to hold their lack of fitness industry tenure against them.

However, lets be real: such examples are clearly the exception and not the norm. For every Greg Nuckols who bursts onto the scene there are 10,000 other personal trainers and coaches quick to catapult their exclusive ebook to the masses with very little experience to show for it.

I’ve said it once, and I’ll say it 6,097 more times:

“It’s never been easier to be heard, but it’s never been harder to get heard.”

Slow down. Be patient. As my former business partner, Pete Dupuis, would say: take the time to procure some career capital.

Practice what you preach, develop relationships, invest in yourself with continuing education, shadow/observe other coaches…do everything you can to marinate in and gain experience.

That, my friends, will be how you’re going to separate yourself. And, magically, before you know it, you won’t have to try so hard. You won’t have use words such as “expert,” or “revolutionary,” or “super secret formula sauce” to sell yourself or your content.

The content you write or products you produce will not only have more authenticity, context, and validity…but will probably have a better chance of reaching more people.

Because, you know, it won’t suck. You’ll have experience to thank for that.

And don’t just listen to me. Listen to Ben Bruno:

 

3) Want to Get Your Name Out There, Here’s What Not to Do.

I received the following message last week via my Business/Fan page on Facebook:

“Hey NerdFitness, my video is picking up a lot of traction right now, and i thought it’d be a great fit for your website! Check it out here: [link to video that I purposely left out]

In the video I give a Intense workout for burning fat that you can do at home with no equipment! If you have a minute, check it out and feel free to use this for your site.

Thanks,
Anthony B”

MY RESPONSE:

1. You might want to pay a little closer attention to sending out canned emails to people and not using the correct name. I’m not affiliated with NerdFitness. I am a nerd, though. So you’re not entirely off-base.

2. You might also want to be careful about sending out canned emails in general because A) they don’t work, and they’re not a great way to get your name out there in this industry. I don’t know you, have never spoken or exchanged a single email with you prior to this interaction (Hi, I’m Tony), or know your background…and you expect me to just toss this up on my website and drive a ton of traffic your way? FYI: no where on my site do I really emphasize “fat loss” training. B) They come across as disingenuous and, well, annoying. I don’t like being annoyed.

C) You can smell them from a mile away (I.e., “picking up a lot traction” = 14 views on YouTube? Well, 15 now that I watched it.)

3. I’m not trying to be a dick. Just giving you some unsolicited feedback on what NOT to do.

Categoriesbusiness fitness business

3 Steps to Fail-Proof Your Gym

A few weeks ago I received a text from my good friend (and former business partner) Pete Dupuis. He and I are both obsessed with Jason Bourne, so the first part of the message contained some sort of arbitrary reference to David Webb. We’re cool like that. The second part, though, asked if I’d interested in him writing a blog post on why me leaving Cressey Sports Performance and opening CORE was a good idea.

Apparently it was a topic that popped into his head during a 3AM, sleep-deprived haze as he was attending to his newborn son. Creative juices can strike at any moment I guess. This is good news given my wife and I are expecting at the end of January.

Anyways, I said “of course,” and what follows is, well, pretty freakin awesome. I’ve always said that gym ownership is NOT for everyone and that industry peeps need to erase the notion from their mind that the only way to “make it” is to sign a lease.

I fought the idea of gym ownership for as long as I could, until I couldn’t any longer. Until it made sense. 

Enjoy.

3-steps-to-fail-proof-your-gym

Opening a Gym? Do These 3 Things First

Just over a year ago Tony Gentilcore made the difficult decision to walk away from Cressey Sports Performance. After more than 8 years of coaching, learning, and business development, it was time to step out from behind the CSP curtain and let the Gentilcore brand loose on the local fitness community.

Tony made the right move; I’m proud of him.

Here we are just a year later, and he’s flipped his world upside down…in a good way. In the past 12 months, he’s presented on multiple continents, recorded a fitness product alongside Dean Somerset, conceived his first child14, and gone from independent contractor to full-blown fitness facility owner.

I want to show you why Tony’s decision to open his own gym (one that thousands of people fail at each year) is extremely likely to succeed. Here are three important things he did in advance of pulling the trigger on this venture to ensure that he see a return on his investment:

1) Tony Accrued TONS of Career Capital

In a field where the barrier to entry is essentially the internet access you need to secure an online fitness certification, Tony has taken an increasingly rare route to “expert” status; he actually set foot on a gym floor for thousands of hours and earned the title.

Coming out of college, he worked split shifts in a corporate fitness setting and would eventually transition to a commercial gym personal training role for multiple years before helping to launch Cressey Sports Performance (CSP).

Tony then proceeded to accumulate more than 10,000 hours of time functioning as a strength coach here at CSP (actually closer to 12,000 – I did the math). When you add up the time spent coaching in all three settings, it is safe to say that he piled up something in the vicinity of 20,000 hours on “a” gym floor prior to announcing the birth of “CORE” to the fitness world. That’s more than 830 entire days of lessons learned, people.

tg-coaching

In more than a decade of build up to CORE, Tony experienced multiple training models, learned to sell effectively in each, and identified his ideal business model and coaching format. He’s also been an employee, an employer, and an influencer in the development of a recognizable fitness brand.

Now I want you to stop and think about all of the gyms you are aware of. Can you name a single founder of one of these businesses with more relevant experience than Tony going in to the launch?

Don’t waste too much time trying to identify someone; this person doesn’t exist.

2) He Accumulated Good Will from Industry Influencers

Gyms that could be fantastic fail every day because of extensive competition. It’s nearly impossible to find a desirable location for your gym that is not already overflowing with competitive exercise alternatives. The unique advantage that Tony possessed coming in to this process wasn’t his funny blogs or his ability to instruct the perfect Turkish getup – it was his network.

tg-cheeky

On the day that he formally announced his departure from CSP on his Facebook page, Tony accumulated 644 “likes” and more than 100 comments wishing him luck and positively reinforcing the move. If you work your way through the comment section, you’ll quickly realize that it reads like the “who’s who” of our little fitness bubble.

The good will didn’t stop there; he went on to record more than a half dozen podcasts discussing his next step and ultimately saw his message reach the far ends of the online fitness community. People were talking. Everyone was talking. Leads started rolling in in the form of emails, and messages on Facebook and Twitter. He wasn’t opening the doors to his business at the same starting line as his competition. Tony was working with a stacked deck.

The lesson here isn’t that you need to spend your time and energy attempting to convince people to share your message on the internet. Instead, it is that you should spend more time making friends than you do accumulating enemies. You’ll be hard-pressed to find somebody who dislikes Tony in this field.

You can’t just ask for a spot on a popular podcast like The Fitcast simply because you need to announce your new business venture. Instead, focus on earning that trust and fostering relationships over time so that when the moment comes for you to take a professional jump the way that Tony did, the most influential people in our field are lining up to ask how they can help.

3) He Didn’t Overreach

Aspiring gym owners aren’t always effective at separating the difference between wants and needs. Sure, you want a 10,000 square foot gym outfitted with $100K in Keiser equipment, but do you need it to be profitable and happy?

Instead of dreaming up his perfect space and building accordingly, Tony started by outlining his perfect lifestyle and began constructing a business model and gym that allowed him to maintain it.

core-white

While most are asking themselves how many power racks and platforms they can cram in to a unit, Tony was wondering how much square footage he’d need to be able to coach clients 20-ish hours per week while leaving enough time to publish 100+ blogs annually and also be a present father in the very near future.

Being a new gym owner doesn’t mean that you have to work 7-days per week in year one. Tony assumed responsibility for an 800 square foot space, negotiated a tenant-friendly lease agreement, and identified a pair of likeminded coaches who were willing to pay their share of the rent in an independent contracting format. He was hardly stretching himself thin.

Tony “took the leap,” but in doing so, manipulated the risk to maximize an efficient journey to the inevitable success he set himself up for leading up to his move.

About the Author

Pete Dupuis is the Vice President and business director of Cressey Sports Performance, one of the premier training facilities in North America. He also learned how to deadlift from Tony Gentilcore back in 2006. True story.

He writes a very successful website targeting the “fitness business” crowd HERE and you can also follow his shenanigans on Twitter HERE.

Categoriesbusiness fitness business

What I Learned Listening to Unicorns About the Business of Fitness

Unicorns are real.

Copyright: cattallina / 123RF Stock Photo
Copyright: cattallina / 123RF Stock Photo

 

I hung out with two of them this past weekend. Except, these weren’t unicorns in the fantastical sense, you know, with horns sticking out of their foreheads and the proclivity to shoot rainbows out of their ass.

In fact, these unicorns didn’t even have four legs. Or a tail.15

No, these “unicorns” were none other than my good friends Mark Fisher and Michael Keeler of Mark Fisher Fitness, co-founders of one of the most successful gyms in NYC (or the world for that matter). A place where members are referred to as ninjas, the gym itself is referred to as The Ninja Clubhouse of of Glory and Dreams, and well, lets just say it’s not uncommon territory for spontaneous ABBA dance-offs to take place in between sets of KB swings.

Actually, it’s par for the course on a Wednesday night.

Their moniker is Serious Fitness For Ridiculous Humans. Oftentimes people see the glitterly website and think: “Huh, that’s odd/interesting/WTF, did I just see a pic of a trainer wearing buttless pants? I guess it’s a cool place/I think I need to go wash my eyes.”

And it is. It’s an amazing place. I’d make the case there’s no gym in the world that does what MFF does. It’s impossible to walk within their walls and not feel good about yourself. The incessant positive reinforcement and insatiable desire to make people happy (and to accept their unique weirdness) is impressive.

What gets lost in translation (and amongst the buttless pants) is that their staff are some of the best at what they do. Sure, they have fun (like, a lot of fun)…but they’ll also casually discuss PRI, Pavel, Strong First, RKC, Smolov squat cycles, neck alignment, McGill vs. Contreras/Schoenfeld, and the pros and cons of OLY lifting.

Further, this was the end of an email I received from Mark a few years ago when he and I were going back and forth on a job opening MFF had and what they look for in a possible hire:
“Don’t get me wrong, if they’re a drag queen, that’s HUGELY helpful, but they need to be a drag queen who knows who Ed Coan is.”

To say Mark and Michael have built a successful (fitness) business – a very unique and unconventional one at that – would be an understatement. They are the MASTERS at building community and hiring the right people who are the right fit. And, they’re also the masters at being anal as balls at implementing systems and having a spreadsheet and purpose for everything pertaining to MFF and their business.

They were in Boston this past weekend and I had the opportunity to attend Day #2 of their Inside the Unicorn business workshop. Below are some takeaways (written in list/bullet format because I know I’m going to be all over the place).

1) We’re programmed by the industry to not offer free shit, and I’ll admit I’m hot and cold on this topic. To get people into your “funnel,” however, why not host a free outdoor class and then offer some sort of one-time offer or flash sale to lure people in? $50 off one-time assessment, or some sort of reduced price-point on a initial package.

2) To that point, you can then add people to your mailing list and then, in Keeler’s words, “hunt them like an animal for 30-days to purchase or to sign-up for a service you offer.” After 30 days, pump the brakes. Keep them on your list, but stop hunting.

  • Some people may take a few months (if not years) before they’re ready to commit to anything. Staying on their radar – in a non-pushy, non-urgent way – is important.
  • Interestingly, Keeler noted how NO-ONE picks up their phones, but that leaving occasional voice messages is still relevant. They can still listen to your voice, which “humanizes” the interaction.

3) At MFF they’re huge advocates of yearly (staff) reviews. Coincidentally, they’ve found that staff members are often harder and score themselves much harsher than management. To that end, their go to source on this front is the Gallup Q12 Employee Engagement Survey.

  • Keeler readily admits that the questions are open-ended, abstract, and “wishy washy,” but the research on their effectiveness backs up the results.

4) Speaking of evaluations, on a more personal facility to facility level, both Mark and Michael implored the attendees to come up with their own evaluation questions based off THEIR core values.

For example, for me, some of the questions I came up with were:

  • “How do you demonstrate integrity?”
  • “Do you feel you’re in an environment where your needs are met and that you’re able to grow as an individual and professional?”
  • “A Tribe Called Quest is the greatest rap group of all time, right? RIGHT?”

5) In addition, during the evaluation process it’s important to hit on different categories (and to make them relevant to YOUR facility). Here are some things to consider and my questions:

  • Skill-Based Competence – “I feel comfortable coaching the big 3 – squat, bench press, deadlift?” Maybe you’re a KB-based facility, so a more appropriate question here is your employee’s ability to coach a swing or get-up.
  • Communication Expectations – “I am able to regress/progress exercises based off client’s ability level, injury history, and goals?“
  • Unique to Culture – “I can articulate complex concepts – PRI, joint position, etc – simply?” If you work at a place like MFF, maybe a good question here would be “I’m okay with being silly.” or “I feel comfortable coaching a squat with a dildo glued to the squat rack.” Make these questions unique to YOUR gym culture.
  • Open-Ended Questions – “What can CORE do better to help you succeed?“

NOTE: note the use of “I.” This makes the evaluation more personal and more apt for people to honest.

6) Piggy backing off of #5, Michael and Mark encouraged everyone to omit the abstractness of using a numbered only ranking system (1-5), and to add words. Have fun with it. Here’s what I did:

“I feel comfortable coaching the big 3 – squat, bench press, deadlift?“

1 = I suck balls.

2 = Eh, I guess I’m okay.

3 = I’m Yoda with that shit.

SIDE NOTE: I think more numbers would be best. Say, 5, to give people a more diverse system to rank themselves. I used 3 for simplicity. Too, I almost feel as if it would be beneficial to add a “0” the ranking system. As in:

0 = I’d rather throw my face into a brick wall. I hate it.

This way you can better match services and skill-sets to the strengths of your employees. I don’t know, something to think about.

7) MFF take their team meetings VERY seriously. For starters it’s paid time for everyone to attend, and their meetings run 2-3 hours every week.

  • Have an agenda. In MFF’s case they’re expensive, make them count.
  • Time each activity. As in, 5 Minutes for general intro, 10 Minutes of announcements (upcoming workshops, new class offering, etc), 20 Minutes on coaching cues, 10 Minutes on interpretive dance, so on and so forth.
  • Plan long-term. MFF plans their meetings months in advance. That way they’re not spending an inordinate amount of time per meeting on any one topic. If program design needs to be covered, they may allot 30-60 minutes for four straight meetings down the road so they know they have digestible chunks.
  • They’ve set the expectation that everyone needs to attend, and they’ve more or less made them important and informative enough that staff would attend them even if they weren’t getting paid for them.
  • Hold staff meetings in the middle of the week – Wednesday/Thur – so you have less likelihood of people missing due to extended weekends or Holidays.

8) And finally, one of Mark’s greatest pet-peeves is lack of communication amongst staff, to the point where people talk shit and air their grievances with other staff members or management except for the person they really should be speaking to. Just, stop it.