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.

CategoriesAssessment coaching

A Peek Into My Assessment Process

I thought I’d do a solid and give my readers an inside peek into my assessment process today.

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To be blunt: I don’t feel what I do is all that special or altogether revolutionary. But it’s a topic that came up a lot earlier this week when I asked the Twitterverse for some ideas on what they’d like to see me write about in the future.

So, Here Goes

Much of the time the entire process starts with a swipe right an email. Someone reaches out and expresses an interest in coming to my studio in Brookline, MA so I can take a look at their bum shoulder or low back, or maybe to have me audit their deadlift or squatting technique.

They’ll be a few back and forths and I’ll try my best to articulate to them what my assessment will cover. I’ll ask for a little background information – training history, any current/past injuries I need to be aware of, or whether they’re Team Jacob or Team Edward?4 – and then I’ll break down the general flow of the assessment and what they can expect.

In short, I’ll inform them that I divide the session into two parts: The “poking and prodding part” and the “pseudo training session part.” The part where I incessantly blurt out movie quotes is just a given.

The goal, for the poking and prodding part, is to see if any red-flags pop up from a “is anything I’m doing causing any pain standpoint?” and a “do they have the mobility/flexibility of a rusty crowbar standpoint?”

Likewise, the goal of the pseudo training session part is to ascertain general movement quality and to not bore them to tears.

I explain this to them in a much more professional and succinct manner.

Once we’ve established a date/time to meet up I’ll send them the address of the studio (you would think this is obvious, but I can’t tell how many times I have forgotten to do so), pre-payment options if they so choose (PayPal Button), as well as my Health Questionnaire I’d like for them to fill out prior to coming in (to help save time).

Copyright: alexskopje / 123RF Stock Photo

An important point I’d like to note about my health questionnaire (I am not saying you have to do this) is that I consider this an opportune chance to start building a rapport with the client. Most people know what to expect from a standard health questionnaire. Questions regarding their family history, past/current injuries to note, allergies, and what (if any) medications they’re taking are all par for the course. Mine questionnaire is no different.

However, out of nowhere I’ll hit them with questions like:

  • What’s your favorite movie?
  • What’s your pet’s name?
  • Have you ever been bitten by zombie?

Such things help break the monotony and serve as conversation stimulators. Plus they demonstrate I don’t take myself too seriously and that I’m cool as balls.

The Face to Face

Now it’s go time. We finally meet face to face.

I’ve championed this sentiment in the past but it bears repeating:

“The main objective for me when starting with a new client is to not treat the assessment as an opportunity to showcase how much of a walking ball fail they are. It serves no purpose IMO to point out every…single…thing they suck at. Rather, my goal is to do anything and everything I can to demonstrate to them success.”

If they’re coming in with shoulder pain and they lack shoulder flexion, what can I do to 1) help them get out of pain? and 2) demonstrate movements that they can do (pain free)? Moreover, can I use the Test/Retest protocol to see an increase in ROM in shoulder flexion?

If I can accomplish one of those things within an hour, if not all three, it’s a safe bet I’ll likely achieve an easy “buy in” on their end. I’ll also kindly ask them to refer to me as Gandalf from that point on.

I’ll begin each assessment with a 5-10 minute window where we discuss our feelings. Normally I’d rather jump into a shark’s mouth than discuss my feelings with anyone, but it’s about them not me. The best thing I can do is shut up, ask questions, and listen and use the word “why?” a lot.

Example 1

Them: “I want to lose ten lbs?”

Me: That’s cool, why is that? What benefit do you think you’ll receive in attaining that goal?

Example 2

Them: “My goal is to compete in my first powerlifting meet.”

Me (after I high-five them): “Cool. why is that? What benefit do you think you’ll receive in attaining that goal?

Example 3

Them: “I’d like to get stronger.”

Me: “Yeah, that’s cool but it says here your favorite movie is The Matrix Revolutions, is that right? 

Them: “Yep, I love it.”

Me: “Get the fuck out of my gym.”

Sometimes people talk for a few seconds, while others go on for several minutes (and then some). Either way, by getting THEM to talk – and asking why? – I’ll get a better idea of where their mindset is at in addition to having a better appreciate of where they’re coming from.

Something else to note here is that, often, coaches will use the interview process to ask about coaches and trainers the person may have worked with in the past and their experiences with them. I think it’s a good idea to ask. However, what I find is all too common is some coaches take it as an opportunity to lambast the other coach.

“Your previous trainer did whaaaaat? That’s so stupid!”

Don’t do that.

Just nod your head, say something to the affect of “huh, that’s interesting,” and move on. You’re not doing yourself any favors by talking smack about other fitness professionals. In fact I think it comes across as very unprofessional.

It’s Time to Poke and Prod

NOTE: Just realized this comes across as slightly creepy. Rest assured things stay 100% PG.

At this point I’ll take out my training table and start the formal assessment. To be honest: while I do have a checklist I work off of, no two assessments are the same. Having the checklist helps, but everyone’s different. While there is some overlap, what I look at and how I assess a 22-year old college baseball player can be quite different compared to a 47-year old accountant with limited exercise experience.

To that end, every fitness pro approaches assessment differently. I’ve taken the FMS and use portions of it all the time. However I’m going to try my best to cater the assessment to match the person standing in front of me. That’s the beauty of having my own spot. I can do whatever the heck I want.

If that means going off the beaten track so be it.

I’d be remiss not to mention it’s inevitable there’s going to be a degree of bias. One’s training philosophy and values will come into play. For example I’m a “strength” guy. I like getting people strong (while also helping them feel a little more athletic). Despite my assessment I’m still going to have people deadlift, squat, press, row, carry, lunge, and perform first pumps x infinity to Annie Mac radio.

Some may be like, “WTF Tony. What’s the point in doing the assessment, then, if all your going to have them do is the same stuff you have everyone else doing?”

Fair question.

The assessment helps me figure out someone’s starting point. More to the point, the assessment helps me figure out what variation of those lifts will be the best fit given their goals, ability level, and movement quality.

As an example, I use the table assessment to perform a hip scour and gauge hip (IR/ER) ROM. If someone has 45-50 degrees of ER and 20-40 degrees of IR (and appropriate hip flexion ROM) it’s a safe bet they’re okay with squatting below 90 degrees (or with most anything else I’d have them perform on the gym floor). If not, well, I’ll adjust.

I can also perform further “screens” to see if the lack of ROM is due to actual “tightness” or if all I have to do is work on someone’s REACTIVE stability:

 

I can also use the Shoulder Flexion Screen to see whether or not overhead pressing is a good idea.

In the end, I’m not going to sit here and say you MUST do “x, y and z” because I don’t know what you should or shouldn’t be doing. All I know is that there’s no one right way, but that getting people OFF the table is more valuable to me.

The Pseudo Training Session

The poking and prodding part takes, maybe, 15 minutes to complete. 20 minutes tops. Sometimes less.

I don’t want people feeling like a patient and I’d much rather get them on the gym floor doing stuff. I get more information this way anyways.

Here’s where I’ll take a look at their hip hinge, squat, and single leg (front plane) stability. If need be, I’ll regress or progress accordingly. For some a hip hinge is showing them a cable pull-through.

 

For others it’s an actual deadlift.

 

Remember: SHOWING THEM SUCCESS is crucial.

Show people what they can do, and don’t perseverate on what they can’t.

At this juncture I’ll also begin to showcase some of the “correctives” I may want them to do. Some may need to prioritize their T-spine mobility or maybe we need to spend some time activating their glutes. Or, maybe we need to show them a good movie, like The Royal Tenenbaums.

I’ll also break down why (and how) I want them to foam roll and do their soft-tissue work, and then I’ll basically take them through a quick training circuit. This may come down to a short-n-sweet A1-A2 circuit for a few sets. Or, I don’t know, maybe we’ll take our shirts off and perform bicep curls for ten minutes.

Either way I’ve done all I can to have (hopefully) given them a positive experience and a better idea of my coaching style, what a typical training session would look like, and how I’m going to help them increase their general level of badassery.

Buy in = they give me their credit card number….;o)

PS: If you’re really interested into diving into my assessment process check out mine (and Dean Somerset’s) resource Complete Shoulder and Hip Blueprint.

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