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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

coaching Exercise Technique

Landmine Press: Cues and Mistakes. And How To Make It More Functional

I’ve long been an advocate of the landmine press. Not only is it one of my favorite “shoulder friendly” pressing variations, but it’s one of my favorite pressing variations in general.

It gets you jacked and ripped and your shoulders feeling like a million bucks. If it’s performed correctly.

The landmine press doesn’t come without it’s own set of snafus and mistakes. Below is a quick video I shot that breaks down a few “big rock” things to consider as far as execution and common mistakes people make when performing it.

(Cough, cough, hint hint): If you want to dig a little deeper on shoulder (and hip) shenanigans you should check out Complete Shoulder and Hip Blueprint, currently on sale at $100 OFF the regular price through July 5th.

Do it. DO IT.

Landmine Press Cues and Mistakes

BONUS “Functional As Shit” Landmine Variation

July 3, 2017 Tony

Stuff to Read While You're Pretending to Work Uncategorized

Stuff to Read While You’re Pretending to Work: Complete Shoulder and Hip Blueprint Is On Sale Edition

Hey-o, guess what?

My flagship resource, Complete Shoulder and Hip Blueprint is on sale, like right now, for the first time ever, at 50% off the original price.

Why?

1. My (business) partner-in-crime¹, Dean Somerset, is Canadian and we figured it would be a nice way to celebrate our respective country’s Independence Day.

Unity is swell.

2. My 5-month old, Julian, goes through a ton of diapers. That shit’s expensive.²

3. Why not?

It’s gotten amazing reviews and feedback from trainers/coaches from around the world, and I’m not at all biased when I say it’s pretty much the greatest fitness resource ever produced in the history of ever.

Don’t worry: I’ll be writing some actual new content in the upcoming days to coincide with the sale. Content that will educate and make you a better coach.³

In the interim I wanted to rehash some older(ish) posts that touch on some of the topics Dean and I cover in the course. Even if you don’t want to buy anything – did I mention it’s HALF OFF? – the info is fantastic, and you’ll be smarter. And more attractive.

The Difference Between External & Internal Impingement of the Shoulder – Me

Shoulder impingement is a garbage term. A lazy term. But that doesn’t mean you shouldn’t know the difference between the two, the mechanisms involved, and how to train around each issue.

You’re Not Broken if You’re Asymmetrical. You’re Normal – Me

Taking the approach that everyone should squat or deadlift (or whatever) the same way, with the same stance and setup, like we’re all molded to fit into the same textbook algorithm of perfection is unfortunate.

Lets Pump the Brakes Internet: N0, Deadlifts Won’t Make Your Spine Explode. And No, Not Everyone Has To Do Them – Me

Sometimes trolls need to be trolled with common sense. Peppered with STFU. This was one of my favorite articles I wrote last year.

Social Media Shenanigans

Twitter

New female client: how long before I see results?

Me: if you kinda sorta train, you’ll get kinda sorta results. Be consistent.

— Tony Gentilcore (@tonygentilcore1) June 27, 2017

Instagram

Here’s a great example of learning from your clients. This is Sara, obsessor of anything and everything glutes. As is the case with anyone in that department she frequents @bretcontreras1 IG feed. And why not? It’s a bevy of amazing content and information (and glutes!). At the end of last night’s session I was like “okay, you have 10 minutes to do whatever you want,” and she started showing me some new moves she learned from Bret and @soheefit. She started explaining a reverse hyper variation with a DB between the legs, which I then asked her to demonstrate. After a few reps I was like “ever think about wrapping a band around your knees.” Sara was intrigued, so we tried it, and Sha-ZAM…even more glutes (due to the added hip abduction resistance). We opted to play around with some ISO holds rather than straight up and down reps, but either are fine. Just be sure to engage your abs on these and not overextend through the lower back. All we did was a few 5s holds and she was feeling it where it counts. Pretty neat to talk things through with a client. Who says the learning process can’t be a two way street?

A post shared by Tony Gentilcore (@tonygentilcore) on Jun 27, 2017 at 6:07am PDT

June 30, 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.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!