fitness industry success – Tony Gentilcore

Success in the Fitness Industry: Reality vs. Expectations

Success in the Fitness Industry: Reality vs. Expectations

People who know me well know how much I’m obsessed with movies. I enjoy reading about them (what’s coming out or on the horizon of coming out), debating them (what’s the better 1997 release: Boogie Nights or Good Will Hunting?), and whenever possible…

…watching them.

I’ll watch pretty much any genre – drama, horror, comedy, thriller, documentary, John Wick, anything.

However, what may be unexpected is how much of a fan of romantic comedies I am.

Notting Hill
You’ve Got Mail
Love Jones
Forgetting Sarah Marshall

Put a girl in front of a boy (or boy in front of a girl; or boy in front of a boy; or girl in front of a girl), add some sexual tension, witty dialogue, & ensuing high jinks and I’m there.

(Added intrigue if somehow there’s ninjas and/or a threat of a nuclear holocaust involved).

NOTE TO SELF: Begin screenplay for When Harry Met Sally meets The Sum of All Fears (with a supporting comedic role provided by a Xenomorph XX121, you know, the alien from Alien).

That shit will just write itself.

One of my all-time favorites (and highly underrated) romantic comedies is (500) Days of Summer.

There’s much I love about the movie, but one thing that stands out is a scene right smack dab in the middle titled “expectations vs. reality.

In it, Tom (the protagonist) is meandering to a dinner party in the hopes of re-kindling a relationship with a recent ex (Summer).

The entire scene is shot as a split screen with one side of the television labeled expectations; or what Tom hopes to happen. A night where he & Summer flirt, are entrenched in captivating conversation, and, in fact, seemingly fall back into love.

Simultaneously, the other side of the screen showcases reality. A night where Tom and Summer exchange a few pleasantries, but in the end he’s off in the corner of the room sulking realizing Summer has moved on from their relationship, and he eventually walks home…

…alone.

GODDAMIT, who’s wearing the onion shirt around here?! I’M NOT CRYING, YOU’RE CRYING!

Anyway, I can’t help but notice a parallel theme in the fitness industry…

…an “Expectation vs. Reality” tug-of-war with regards to what REALLY yields success.

EXPECTATIONS: Many (not all) are intoxicated by the illusion that all you need to be “successful” is to have read a few books and to look the part.

REALITY: Success is an overlap of the x’s & o’s of program design, knowing your functional anatomy, and having general competency when it comes to exercise technique & execution, to name a few.

But too, a large, and necessary (and often eye rolled at) part of the cog is the soft skills of coaching:

✅ Developing Client Rapport

Getting results for the people who pay you to do so is an important component of this. I mean, if we’re looking to build trust & rapport with our clients this would seemingly be step #1. However, I’d make the case that before that can even happen it is important (nay, crucial) to go out of our way to plant the seeds of “CONNECTION” first.

Meaning, be more relatable, accessible, and approachable.

What does that even mean?

Seek out other avenues/interests that you have in common with your clients. I obviously use movies a fair bit to do this. But you can also bring music or television into the mix. Maybe you’re a dog lover or think turtle neck sweaters are cool?

Finding common likes/dislikes – outside of exercise – amongst your clients is a wonderful means of building rapport.

✅ Listening

Admittedly, this is a hard skill to learn; we all loving hearing the sound of our own voice. However, as a fitness professional having a keen sense of knowing when to shut the fuck up is imperative.

For example, whenever I have an initial assessment with a potential new client I go out of my way to have him/her do the bulk of the talking.

Early in my career I’d do the exact opposite and try to “win” conversations.

“Wait, wait, wait, hold on, wait. Did you just say you do a lot of cardio to flush out lactic acid from of your system? Well, actually, lactic acid isn’t an acid at all and is actually a beneficial source of energy for your muscles. It’s pretty common knowledge. Anyway, you were saying?”

In hindsight I can’t imagine how many clients I lost because I was trying to impress them with big words.

Today, I just keep (most) of my thoughts to myself and do a lot more listening than winning.

✅ Basic People Skills

Smile, say hello, look people in the eyes, show empathy, be punctual, write programs that actually cater to THEIR goals, check in with your clients during their session (how do they feel? do they feel the exercise where they’re supposed to be feeling it?), never undervalue the power of a non-obvious courtesy laugh (😉), and always provide a safe space and an overwhelming sense of unconditional positive regard.

Also, when in doubt…more Wu-Tang!

✅ Not Being an Uppity Douche

Self-explanatory.

And That’s That

I don’t care if you can deadlift a bulldozer or that you sleep with a copy of SuperTraining underneath your pillow. If you’re not taking the time to flex, hone, and enhance your soft skills as a coach you’ll never separate yourself from the masses.

August 17, 2021 Tony

Motivational personal training Uncategorized

Is Age Just a Number? Is There a Way To Be Taken Seriously Before 30 In the Fitness Industry?

Today’s guest post comes courtesy of Sydney, Australia based strength coach Meer Awny.

There’s a common theme in the fitness industry, especially amongst young and upcoming coaches/trainers, that in order to gain recognition or notoriety there’s some “deep state” secret algorithm that exists:

Social media follows + number of letters you can squeeze next to your name in your bio / (selfie to shirtless pic ratio) x (# of days you brag about either going to CrossFit or how you feel so UHmazing you feel going ketogenic[footnote]No one gives shit you insufferable a-hole[/footnote])

In fact, it’s pretty simple: get good at what you do, be consistent, and consider some of the strategies Meer points out below.

Is Age Just a Number? Is There a Way To Be Taken Seriously Before 30 In the Fitness Industry?

You’ve graduated with a piece of paper and want to work with athletes.

I mean of course they should work with you, you’re now one of the exclusive 15,000 fresh graduates who have inundated the industry and you…are…important.

But you quickly realise that’s not the case.

The title of “Sports Scientist” doesn’t hold career certainty and so you find yourself working on a gym floor, putting weights away and training general population clients. Now, there should be no shame in being able to apply good coaching principles to a wider audience.

But you also wanted to train the sports stars and get recognition.

With the advent and saturation of social media, it’s easy to feel pressured to have a voice and make a contribution to the field you’re so passionate about.

But often we fail to contextualise and ask how did the person I look up to get to where they are?

Instead of asking the harder questions and actually doing the work, the list of books to read gets larger, and the search for the perfect Instagram filter continues.

That’s not always the answer.

Eventually you come to realise the ‘big names’ in the industry aren’t the same age as you, have a lot more experience, and go out of their way to provide consistent, quality content for free and don’t complain about it.

You just want to be taken seriously despite the “Oh you’ve got plenty of time” diatribes every time you announce you’re a 24-year-old coach.

But what is experience?

We’re told that it’s learning through trial & error and that with more relative experience, through the years, you gain wisdom. And so you vision the day you’re a 35-year-old coach working with all the people you hoped you would from day one.

Age is wisdom, right?

Or is the value of the time spent more important then the time itself?

Here are some ways to add more value to the time you have rather than waiting for the clock to provide you with experience.

1. Volunteer

Get comfortable with this.

If you aren’t willing to give up your time, as precious as it may seem, then things aren’t going to bode well for you. It doesn’t necessarily mean an internship (we’ll get to that), but it does mean being genuine and selfless when it comes to learning and working with people.

This includes taking the time to talk and to have conversations with your athletes and clients.

Remember: To steal a well-known quote from strength & conditioning icon, Mike Boyle:

“Your athletes don’t care about how much you know until they know about how much you care”.

2. Internship/Mentorship

One of the best pieces of advice I ever received was “Find the person that is doing what you want to do and go and learn from that person.”

In 2017 I packed up for five weeks and flew across the world to Denver, Colorado (I’m an Aussie).

In those five weeks I grew new branches on my tree of networks (BTW – I didn’t know what a metaphor was until I was 17), made friends, and had the opportunity to learn from one of the best strength coaches in the field…Loren Landow.

Not to paint a smooth picture, the process in making this happen took time, patience and persistence.

Words can’t describe how much I learned and how indebted I feel for the opportunity. Also, internships allow an opportunity to “ooch,” or to test out and dip your toe into an area or field you’re not too experienced in.

You may feel like you want to work with athletes (or circus performers or pre & postpartum women)…but how do you really know?

An internship offers an opportunity to gain experience, but also a way to get a taste for whether or not you want to be in this field or work with a particular demographic.

3. Networks

The cliché will always stand:

“Who you know is more important than what you know.”

Reading all the books and knowing every muscle insertion and programming variable will not trump the friends you have in the industry.

Act on this by attending conferences, worthwhile seminars, and giving up your time to learn from people who can improve your attributes as a practitioner and more importantly, as a person.

Attendance alone is not enough.

You need to be active in introducing yourself (even if your bio isn’t ‘Hot’), taking emails/phone numbers, asking questions and then following up within two weeks post event.

Getting good at this will open opportunities, and also give you some credibility as a young coach.

4. Patience & Expectations

Setting realistic goals and expectations are important.

Don’t expect to work with world champions in the first year.

But don’t deny that you will eventually.

Put in the work, get good at what you do, be consistent, and it stands to reason people will seek you out.

5. Hobbies & Yourself

Being immersed in the ‘field’ is great.

Know the content and all the science.

But understand that this job involves communication with lots of different people; so being broad in your knowledge will help. Spend time away from reading sport related material, develop new hobbies, read outside of the common ‘self development’ section of the bookstore, and you’ll find a heightened ability to connect with people from all ages and sorts.

A strong mantra to apply daily is:

“How you do anything is how you do everything.”

Constantly show up and make it clear that you care about the people you work with. It shouldn’t be too hard; otherwise you might be in the wrong field. Gary Schofield did a great presentation and used the metaphor of “dogs and monstah’s” (He had a pretty cool Boston accent-almost as cool as Matt Damon”) to describe two types of people (10s mark).

The dog needs guidance, treats, and their hand to be held.

The monstah asks ‘What more can I do?’ and gets after it. Time is not irrelevant, and experiences will come with years of effort. That can’t be denied. What you can do is be a monstah and apply some of the mentioned principles to be taken seriously before 30.

About the Author

Meer Awny is a Strength & Conditioning coach & Personal Trainer from Sydney, Australia.

His work is primarily centred on working with combat sport athletes, ranging from amateur levels to national competition, as well as top #10 ranked athletes in the world; across a variety of martial arts.

Meer has travelled the world to better his development of the ‘fighter’ and himself as a coach, and has spent time with multiple UFC fighters and learnt from some of the best combat sport performance coaches in the field.

In his spare time Meer likes to attend coffee tastings, scuba dive, read, cook, travel and continually practice Brazilian Jiu Jitsu and boxing.

You can find Meer on Instagram HERE.

April 3, 2018 Tony

coaching Motivational personal training

Fitness Industry Survival Tips: Part Two

Last week Travis Hansen wrote part one and covered some arguable topics that you can focus on as a trainer/coach to help improve your personal and online training business over the long-haul.

He had more to say. Hope you enjoy part two.

Fitness Industry Survival Tips: The Part Two Part

1. Develop a Niche

It’s a very competitive world and there are many sub-fields within the training industry that you can explore to try and make a living and attempt to specialize in. (i.e. fat loss, muscle building, bodybuilding, powerlifting, Olympic lifting, Crossfit, athletic development, bootcamps, corrective exercise, etc. etc.)

Trying to stay general and master all areas of training development is a pipe dream and self-limiting.

Just take a quick look at the best in the business, and they are once again sharing something by having a specific brand or niche.

Bret Contreras is the Glute Guy, Lee Taft is the Speed Guy, Charlie Weingroff introduced the concept of actual training for rehab purposes, McGill is the spine expert, The Cosgrove’s were the original face of fat loss for years, Eric Cressey is a shoulder genius and baseball expert, and so on…

Granted you could make a very strong case that these guys could hold their own in just about any type of debate about a specific subject matter.

Nonetheless, most have a specialty because training is extremely competitive and technical when you get into the nitty gritty and discover lots of depth on a topic. And as I mentioned in part #1, this is yet another reason why you will need a sound network, so that you know who to turn to when an issue originating in an area outside of your target specialty occurs.

Also, bear in mind that there is much overlap between speciality’s which will require strong foundations across many types of training, but be sure to be real with yourself always and make it a point to identify your limits and knowledge gaps.

2. Practice What You Preach

This one probably pretty much goes without saying at this point, but I still think it’s worth mentioning.

If you want immediate attention and respect from clients and athletes in the short-term then all you need to do is look the part.

For example, if you want to train bodybuilders then be a bodybuilder. If you want to attract football players then play collegiate or even pro football and watch the initial waves of players that come knocking on your doorstep.

But does all of this guarantee that you are going to keep clients coming back in for more?

Hell no.

Why?

People inevitably want what they want, and this is results!

Although, having gone through the type of training you are preaching will award a temporary competitive advantage since you have gone through the process…beyond that you will have to gorge yourself with info and be a “student.”

This is why you see many pro superstars that don’t evolve into becoming coaches after their career’s are finished. They didn’t learn all of the x’s and o’s. Training goes beyond just hard work and talent. You have to really dedicate yourself to craving more knowledge and learning both the science and art of training.

Conversely, on the other end of the spectrum you have guys that have very little experience in a style of training, but are absolutely phenomenal and world class at what they do. There are several examples but it’s not important.

These individuals are brilliant intellectually, and can identify angles and interpret information and research differently from the rest of us. They are of course the exception, and are few and far between though.

And just so you don’t think I’m talking out of my ass, here is a comparison video from years ago of me walking the walk:

I was running consistent mid to high 4.4’s from multiple people hand timing me. And there happened to be one day where I felt superhuman and did record a 4.31 (4.54 fully electronic)!

What I was really proud of is that I spent half of a decade trying to improve my speed because I love speed training.

I started at a 4.7-4.8 initially.

I researched every technique, book, research study, program, and periodization model that I could find. My goal was to run a 4.3 naturally, and once I did that I lost all of my motivation and wanted to help others with a similar passion in becoming as fast as possible.

Since then there has been hundreds of athletes follow our training system and become much faster. Which brings me to the next factor.

3. Build Your Portfolio

Early on in my training career I would spend money on business cards, pamphlets, etc. in hopes of generating business leads and potential clients since I had just become self-employed and hated the corporate scene.

This was the approach that was advocated by my circle at the time, but I must admit that it didn’t feel right at all and I quickly dismissed the idea and went a different route altogether.

I asked myself why am I trying to sell a service with out much evidence that it works, along with a crystal clear understanding of what I’m actually doing?

And that is when I decided to commit myself to constant learning and daily practice.

Moreover, I wanted to make the absolute most out of each opportunity that I had training each client.

My learning to client ratio at the time was like 9:1.

I wasn’t making really any money, but I had a large window of time that I could capitalize on outside of training to gradually improve my training skill set. Anytime outside of that was focused on being social and staying sane!

And then I would train my ass myself.

Over time, I had taken care of a lot of people, and my clientele incrementally started to grow. But my whole mission of being results based and results driven has never changed and never will.

Do good work and people will come. Word of mouth will start to surface, and then eventually you will have something tangible that you can really market and sell to the public.

4. How Do You Respond to Failure?

How you respond specifically to acts of failure is going to be a huge determinant in how far you go I’ve found out.

Like anybody, you are going to always take your lumps in this business or any for that matter.

Just accept it.

“I failed”

“Good. Go fail again.” – Davos Seaworth

— Tony Gentilcore (@tonygentilcore1) July 2, 2017

I think a big key factor is trying to minimize your failures and not make things harder on yourself than necessary. I can tell you firsthand that I’ve had days where I’ve completely sucked, cried, broke shit, sat there and shook my head in disbelief, and questioned whether or not it was all worth it, or if I really wanted to do this anymore.

A big part of the reason for this I think is because I have ridiculous goals and always have since I was 8 years old. And when you are miles and miles away from were you want to be, well it f*%ken sucks.

But when you start to become and remain accountable with yourself and you are constantly learning and practicing your craft with full effort, then it all starts to make sense eventually and things begin to fall in place slowly.

Wrap Up

On a final note, I really sincerely hope these two pieces may have enlightened you on a few things you may not have thought about with the profession and my full intention is to help you as much as possible.

Stay patient, grind, laugh, have fun, and try not to worry too much or be too critical of yourself. It will eat you alive!

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.

July 5, 2017 Tony

business 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.

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.[footnote]Note from TG: (cue jazz hands) I’m still here. Nah nah nah naaaaah.[/footnote]

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.[footnote]Note from TG: Ahem, HERE’s my Resources Page.[/footnote]

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

June 27, 2017 Tony

business 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.

I’d be remiss not to give credit to Alwyn Cosgrove who wrote one of the best fucking[footnote]Ah well, so much for that. It’s like a tick.[/footnote] 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 you[footnote]Making six figures? Having a full client roster? Working with professional athletes or actors? Having a certain # of followers on Instagram? Being able to deadlift a bulldozer? I don’t know, you tell me.[/footnote]), 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.

Every morning I sit on the living room floor to eat my eggs, watch the local news, and catch up on emails. And every morning Dagny keeps me company. #crazycatgentleman

A photo posted by Tony Gentilcore (@tonygentilcore) on Jan 18, 2017 at 4:56am PST

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.”

Copyright: kiwitaonga / 123RF Stock Photo

Man, that was good.

Okay, the Hierarchy…Finally

1. People Skills

I could just say wear deodorant and”don’t be weird,” but that wouldn’t be helpful.

It’s fashionable to think the way to go is online coaching nowadays. It’s easy and THAT’s where the money’s at, right?

Where are your clients coming from? Do you have all your systems in place to collect payment and stay on point with your book-keeping and scheduling? What about programming? What software are you using? Are you scheduling weekly or bi-weekly check-ins? How much access will your clients have to you? Are you prepared to introduce your face to your keyboard from all the emails you’re going to receive 24/7?

Sure you have the luxury of working from home or your local coffee shop, can travel when you want, and pants are always optional[footnote]At home, not the coffee shop.[/footnote], but online coaching can be more of a pain in the ass than people think.

There are plenty of people who do very well with it. I’d argue, though, that the ones who do really well are also the ones who spent years honing their craft coaching people in real-life.

A piece of advice I often give to new trainers who email me for career advice is this:

“In the beginning you should spend, minimum, two years working in a commercial gym.”

I did it for five. Eric Cressey did it for four. Mike Robertson did it for a while too. You’re not above it. You’re not that special, snowflake.

It’s the only way you can pretty much guarantee you’re going to gain access to as wide a variety of clientele as possible. Extroverts, introverts, Type A, Type B, athletes, non-athletes, injured, not injured, assholes, not assholes, so on and so forth.

Learning how to work with different people, from different backgrounds and experience levels is priceless experience. Experience that will make you a better coach in both real life and the virtual world.

2. Anatomy

You don’t need to be on par with Dean Somerset, Sue Falsone, or Dr. Frankenstein on the topic, but you should know your anatomy. It dumbfounds me how many fitness “professionals” can’t name all four rotator cuff muscles or explain the real function(s) of the rectus abdominus.

Likewise it’s not just knowing insertions, origins and regurgitating what your anatomy book tells you. Functional anatomy matters as well. Like, understanding that being stiff and “tight” isn’t always bad, or that if you spot a DB press like this (from the elbows) bad things will happen.

At the end of the day it’s going to be hard to break down movement and to explain things to your clients/athletes if you have no idea what certain exercises work or do.

3. Movement/Exercise Technique/Cueing

You’re not going to be able to write effective programming if you’re unable to break down exercise technique.

THIS post from Tony Bonvechio is an excellent example of how creating context and breaking down movement in ways your athletes/clients can relate to is a powerful skill to learn. Likewise, THIS post I wrote a few years ago explains the difference between External vs. Internal Cueing and how the former kicks the latter’s ass.

THIS one is more recent and also goes into external cueing.

Another skill that falls under this heading is the ability to regress/progress exercise on the fly. I’m not an infallible coach, I make mistakes. Sometimes I’m overzealous and include an exercise that’s too aggressive for someone. Other times, too easy. The last thing you want to be is unprepared. As a coach or trainer nothing reeks of ineptitude more than this.

In short, you should be able to break down basic human movements:

- - Squat
  - Hinge
  - Push
  - Pull
  - Single Leg
  - Carry
  - Rotate
  - Fist Pumps

via GIPHY

As well as match all the above with the needs, goals, and ability level of each of your clients. Moreover, you should be able to do so simply. If you start explaining something to someone and they start looking at you as if you’re speaking Elvish you’re doing it wrong.

4. Nuts & Bolts

This gets right to the meat and potatoes of what many are often too quick to jump to: exercise selection, order, sets/reps, rest intervals, tempo, etc. Essentially, program design.

I love Mike Boyle’s analogy here.

When it comes to program design you have Chefs, Sous Chefs, and Cooks.

Cooks – are those writing their first program or have very little experience writing programs. Most likely you’re better off following someone else’s lead.

Sous Chef – these are your coaches who have 3-4 years experience.

Chefs – 5 + years experience. These are your Mike Boyle’s, Dan John’s, Optimus Prime’s, etc.

Can you start to see why the previous categories help to pave the way for writing effective training programs?

5. Continuing Education

Some people get caught in the black hole of continuing education, interning, and certification grabbing. This isn’t necessarily a bad thing. Far be it from me to dis anyone who places a premium on educating themselves and trying to get better.[footnote]Although, admittedly, it’s kinda douchy you list every certification you’ve completed since 2007 on your email signature. No one cares. Really, no one.[/footnote]

Read. Go to seminars. Intern. Shadow. Observe. Watch.

Do what you gotta do.

At some point though, you need to get actual experience and start applying what you learn.

6. Sales/Building a Brand

If I had any talent with photo shop or making shapes on a computer this would be at the top of a pyramid, and the least important. Not to say it isn’t important. It’s just the least important.

Many people are quick to hop on the brand building wagon before there’s a brand to even build. To put things into context (and I am not implying this is way things should be done):

I didn’t have my first logo and t-shirt made until this past year. Yet, there are some trainers who are writing ebooks two months into their “career,” and wondering why they’re unable to generate sales.

Ahem, glance at the hierarchy.

In addition, I didn’t release my first product – Complete Shoulder & Hip Blueprint – until this past year as well (15 years in).

I know someone may chime in with, “well, I work in a commercial gym and I’m supposed to hit sales quotas each month! Shouldn’t I focus on sales?”

I get it. It sucks. However, call me crazy, but if you focus on all of the above – in order – you’ll likely have all the clients you’ll need. Get people results, don’t be a dick, have an ounce of patience, and amazing things happen.

Jordan Syatt shared a cute story the other day:

Coach emails me asking how to get more people to read their content and get more engagement.

“I give clear, straight forward instructions that, admittedly, would require them to put more effort into their work.

Coach responds with all their reasons for *not* wanting to take my advice. Then asks for more ways to get people reading their content and engaging.

I outline exactly why my previous advice is what I’ve found to work best.

Coach responds with more reasons why my advice won’t work for their audience. And what else can they do to get more readers and audience engagement.

—-

Just like fitness coaches love to tell their clients, there is no magic pill. There is no quick fix. The process is simple — not easy — and the best results come from patience, consistency, and a metric f-ton of effort.”

I tell the same people: I’ve been writing on my site since 2006 and have upwards of 1,900 blog posts (not counting all the articles I’ve written for other sites). Want to get better at writing and producing more engaging content? Stop emailing me, or Jordan, or Santa Claus about how to write and produce more engaging content and start, you know, practicing.

“I figured if I wrote quality content people would, eventually, show up. Shit content, even with SEO, is still shit content.”

The only way you’re going to get better, and build a brand, is to….do the work.

Total Swear Words: 1 (not counting asshole, twice). So 3. Not too bad.

January 19, 2017 Tony

Motivational

The Key to Fitness Industry Success?

Cue small rant now.

I’m writing a little later than usual today partly because I slept in today and had a later start than usual** and also because I had a Skype date earlier this afternoon with Matt Pack (of Primal Fit Miami) and Ted Ryce for the brand spankin new podcast they’re releasing soon.

Note: it’s not available yet, but they’re currently interviewing a TON of trainers, coaches, and other fitness professionals and asking their insight on everything from entrepreneurship and business to developing training niches and program design, and using that information to target other new and upcoming fitness professionals trying to get a leg up on their competition.

I was honored to make their short list of people to interview.

Without giving away all the juicy details, one of the running themes of our talk was how trainers and coaches can get better. Namely, drawing from my own experience, what words of wisdom did I have to offer? What, exactly, did I do to go from the “starving artist” type corporate (and commercial) gym trainer to the co-founder of one of the most successful (and well known) training facilities in North America?

Furthermore: how did Tony Gentilcore become Tony Gentilcore?

With all the glitz, glitter paint, sparklies, glow sticks, and stuff.

Because it’s all about me me me me, and me.

Truth be told: I don’t feel as if I’m anything special or that my story deserves any special attention.

It’s not like I’m Louie Zamperini or something, defying all odds in not only reaching the pinnacle achievement in amateur athletics – becoming an Olympic athlete – but also surviving a plane crash into the Pacific Ocean, AND surviving POW camp during World War II.

Not even close.

FYI: I HIGHLY suggest reading the book Unbroken. I’m 98% confident you’ll feel like a major pussy afterwards.

Nope, I’m just some dude who was given his first weight set at the age of thirteen, fell in love with fitness (and Mariah Carey. It was the early 90s, don’t judge!), saw it as an opportunity to do well in high-school (and college) sports, and that somehow blossomed into a career.

I mentioned to Matt and Ted that there’s no real secret to my “success.” Almost weekly I’ll get an email from a trainer asking me what he or she needs to do in order to do well in this industry. As if there’s some laundry list or magical formula I can offer that will take them from point A (recent graduate/commercial gym trainer) to point B (the strength and conditioning equivalent of Gandalf).

And, well, I don’t have the answer.

At least one that’s not the most boring answer in all of human history.

At a time where entitled trainers are more concerned with when they’re going to write the next great e-book – despite never having actually trained anyone – and where many suffer from grand illusions of four-hour work weeks and six-figure salaries, I sometimes want to throw my hands up in the air and/or shake the shit out of people (which is just a not-so-nice way of saying “giving people a dose of reality”).

Unfortunately, I’m not kidding.

We have trainers out there who, when asked to name the muscles of the rotator cuff, will stumble over their words (that’s like, in the shoulder, right?)…….yet, feel they’re ready to grace the world with an e-book.

WTF ever.

Here’e the cold, hard truth. The golden answer on how to do well in this industry.

Hard Work and Time.

I’ve been doing this for over a decade, have logged thousands of training hours, have read hundreds of books and articles, have watched countless DVDs (ahem, Star Wars), and have developed numerous, interpersonal relationships with clients, athletes, and colleagues.

I’m 37 years old. And while I still have a lot of growing to do (both personally and professionally), it’s only been within the past year or two that I feel I’ve finally hit my stride, and that I actually know what the hell I’m talking about.

It’s taken TIME, and a ton of REAL-WORLD experience to get to this point. Whatever you’d like to call it.

In the same vein, I’m also asked by many aspiring fitness writers how they can go about getting their name out there and becoming more recognized.

F***ing write! It’s that simple.

This isn’t to say that I don’t offer some further insight or words of encouragement – I do! – but I also don’t shy away from giving a little tough love.

I didn’t just wake up one day and decide I was going to write for T-Nation or Men’s Health Magazine. I had to spend years writing for what was seemingly an audience that consisted of me (hitting the refresh button), my mother (thanks mom!), and a handful of close friends and clients – and for FREE no less – before I noticed my name gaining any semblance of traction.

I put in my dues (so-to-speak), worked my tail off, tried to write consistently good content on a daily and weekly basis, while attempting to keep total volume of hate mail at bay. Lather, rinse, repeat x Infinity.

Lou Schuler said it best: when the fitness industry is ready for you, it will let you know.

So I guess in the grand scheme of things my advice is this: be patient.

Put in the time, work hard, get good (really good) at what you do, and (hopefully) good things will happen.

It’s not a sexy answer, it doesn’t involve magical 4-hour week unicorns, and it’s definitely nothing to write home about, but it’s the truth.

Smoke bomb, smoke bomb, exit stage left.

** = and I decided to watch the season finale of The Walking Dead this morning. It’s about priorities, ya know?

April 1, 2014 Tony