Future of Fitness

In today’s episode, I have Justin Devonshire as a guest. We will be discussing the intricate topic of entrepreneurship, and what it means to be a leader from an investor’s point of view.  Justin shares his story of the hardships he has had to endure to get to where he is now.  Justin is the founder of Fitness Business Blueprint, as well as an investor and mentor.  Tell us about your backstory? (01:13) Justin tells me that when he was working at a gym as a college student, his intention was not to be a business owner; he was satisfied just working with fitness clients.  However, he was putting in a lot of extra hours, until the owner eventually gave him the keys and told him he can do as he pleases. Even though he was putting in all this time, he wasn’t receiving any revenue or even acknowledgement for his efforts. Family friends of theirs had an apartment in Cyprus and offered to let him stay there while trying to start his own fitness business. This was about 10 years ago.  He thought it would be easy to start up, but it wasn’t until he nearly got evicted after losing all his savings that he realized he needed to go back home and learn more about marketing and running a business.  Being a great coach won’t necessarily make you a good owner of a coaching business.  What drove you to Cyprus, was it a lifestyle choice, or did you see it as a business opportunity? (05:31) He says growing up in the UK, he always wanted to live in a warmer place like the Mediterranean.  Then the opportunity arose to move to Cyprus. He saw it as both a good change of scenery as well as a business opportunity.  It was primarily a lifestyle choice. He explains that his father worked very hard to retire on an island in Greece, and gave him some solid advice on life.  His father said that after working hard his whole life to make his dream a reality, he was bored because his best years were behind him.  Justin says his goal is to create a career in a place where he can see himself retire, rather than waiting for retirement before moving to the place of his dreams.  What are some of the biggest changes you made to make this thing a success? (10:16) Justin says when he was trying to start his own business, the mistake he made was in not taking factors like finances and systems into consideration. He was just trying to replace a job and pay his salary, he wasn’t thinking of growth.  He has since learned to position himself as unique, and to know the value of what he has to offer.  Instead of trying to tell people his worth, he started showing them by allowing people to come in and try his programs for free, or at a very low cost. Thus allowing the product to sell itself. He learned a lot about his target market and marketing itself. Becoming aware of aspects like organic marketing and the use of social media.  He started placing more focus on social media like Facebook and Youtube and adds that these were nearly the only two platforms so it was very easy and very cheap to make videos that ranked for keyword search terms, as no one else was really doing it. Talk to us about your company, who is your team? (27:36) Justin says he works with different business partners, clients, and long term friends. These are typically entrepreneurs with great entrepreneurial potential. In team building, they distinguish between integrators and visionaries. Visionaries being the impulsive people with the ideas, and integrators being the individuals who can put a structure in place.  He has a consulting team, which acts as the operational team. They are there to assist him, as he can’t run all the operations himself.  He also has an operational manager, an executive assistant, and a few implementers. This team is in charge of implementing systems, tracking finances and working on the long term strategy. In addition, they have individual teams and coaches, an online business, and a partner in India that handles online fitness throughout Dubai, India and the Middle East.  What’s your criteria for investing; not just monetary, but your expertise as well? (30:16) Justin says in the past he made the mistake of investing in a person because they had a great business idea, but they are not the right person for the business.  When this happened, he tried to overcompensate with his own knowledge, but these businesses never work out, because there’s no heart in it.  The entrepreneur has to be the ultimate leader with a vision for their business, and doing what it takes to make it a success.  If he comes across someone with a terrible idea, but they have what it takes to be a leader, he is willing to invest in them. What he looks for is a person who can be a leader, and who wants to invest their all into a business.   Resources Connect with Justin on LinkedIn Visit JustinDevonshire Website

In today’s episode, I have Andrew Swansburg as my guest. We will be looking at emerging markets, customer-centric and the challenges a young entrepreneur faced when starting a business.  Andrew is the founder and CEO of BrandBot, an all in one customer communication hub that is aimed at helping you reach customers the right way.  Who do you serve, primarily? (03:37) Andrew says their main focus is boutique studios.  They see a lot of emerging trends right now, like HIIT, boxing, and rowing.  Yoga is still their top market and brings in a lot of business.  However, he adds that a lot of their growth is coming from newer trends. Let’s try and define customer-centric? (05:32) Andrew believes how you got to where you are is an important factor. When talking about a studio’s product, to him that means the classes they’re offering. When they started, that product was most likely enough. However, with the fast opening of more studios and fitness modalities, they are starting to see that just the product is not enough anymore.  BrandBot is shifting into an era where businesses need to determine who they want their customers to be and focus solely on that. Brands are using specific personalities, something no one else is offering, to grow their businesses, rather than relying on their product alone.  Do you step in once people know who their customer is, or do you help them figure that out? (08:00) Andrew says they are there from day one, and they can be used differently as a business grows and changes.  Initially, their business is used for the transactional aspects like following up on Facebook leads and communicating with customers via email.  They feel it’s a shame that businesses continue using them for the transactional parts only. Their more experienced customers use them to present their brand along the journey. BrandBot helps the customer position themselves as a business, helping their customers establish what their goals are and how to accomplish them.   Around 18 months they start seeing a transition as people start figuring how to communicate with clients, and how to reuse that tested and approved method.  How have you seen growth within your company? (14:57) Andrew says they’ve seen a lot of change in the past three months.  For the first year and a half, they were focused mainly on creating an exciting product that would attract sales.  BrandBot has been doing a lot of digital marketing events, which is big for them at the moment.  A group of people in the same place always adds value, and it should be something business owners invest in. They have also started hiring outbound reps, adding to the sales function or a strict sales process.  How is your role changing? What challenges have you faced? (21:41) Andrew says his first challenge was being a college drop out in his 20’s, and the pressure that came from having to make a success out of his idea.  He approached a corporate culture specialist, and this guy walked him through evaluating his thinking as an entrepreneur; determining when to act on your thinking, and when to just let thoughts simmer.  That foundation helped him transition from just focusing on the product, to managing a team and his customers. He realized he had to scale himself because he could not fulfil all the roles anymore.  The whole transition, and trusting other people to handle business was very difficult for him.  He believes that trusting his team, and knowing when to rely on his thoughts has been a growing process for him.  Resources Connect with Andrew on LinkedIn Visit BrandBot Website

Today, I have guest Mel Tempest talking to me about the fitness industry; how she saw an opportunity 17 years ago and grabbed it with both hands. We discuss the ever-changing market of fitness, some of the struggles it faces and what the future holds for gym owners.  Mel started a health club in 2003 and is constantly on the hunt for new ideas and opportunities to make her club a safe, comfortable environment for everyone. While being an event speaker and podcaster.  Tell us about your journey in the crazy world of fitness (01:14) Mel explains she opened up the club in 2003 after a mentor told her that she would never aspire to be anything more than a circuit instructor. She was in her mid 30’s and wanted to be more than a real estate agent. She wanted to be a gym instructor. She had no real experience, but along with her husband decided to open a gym anyway.  Their first club was in a 450 square meter church hall. It was having numerous people come up to her and telling her that they were looking for a non-intimidating environment, that made Mel realize she needed to change her business model.  She’s been changing her business model for the past 17 years to meet the demographic in her community. 17 years later, and Mel reports that they are still going strong in an 1800 square meter facility of their own. And their goal remains the same; to create a safe, comfortable environment for members.  You said you shifted the way you did business to fit your demographic. Expand on that? (04:15) Mel says the first thing she banned in her clubs were crop-tops. Trainers were to wear regular shirts at all times. She tried to create a less intimidating environment by using her own staff as an advertisement for her business, rather than the image set by the media. She feels the graphics in the media were intimidating.  For a larger person, walking into a club where everyone is wearing crop tops and tank tops would be uncomfortable. Her aim was and has been for 17 years, to make the club a safe place for everyone.  For some members, coming to the club is the best part of their day. So she pays attention to the small things like greeting people and knowing their names. What expectations did you have for your podcast? (10:08) Mel says she wanted to interview people that she felt would help the industry, and she thought it was a simpler way of getting the knowledge to other club owners.  Too much focus is placed on high and mid-level achievers, so entry-level businesses are left behind; that became her target market.  These could include new businesses or business owners that have been in the industry for 10 to 15 years but are frightened of developing technology. Her goal was to assist those who are too afraid to ask for help. Their next step was getting the right speakers for the show. They have been very fortunate so far, and they are currently standing strong at 860 000 hits. She knows they are sharing the right information, as people approach her on a regular basis to tell her how much her knowledge has helped them. How do you look for collaborations in this industry? (20:03) Mel states that her main focus is to look for people that can offer something that she can’t, and if she can’t do something, she will get someone who can. She uses her female leaders as an example, saying that some of them excel in speaking about mindfulness and self-care. This, however, is not her strong suit.  Those in the health and wellness industry have a responsibility in creating positive mental health.  If you do not treat your peers with respect, it will have a negative mental impact on them. We don’t want anyone in the industry thinking that they are not valued as a speaker or coach. Everyone in the industry must be held accountable for the impact they have on their peers and teams. Everyone has to treat each other as part of a team, rather than the competition.  What are some of the biggest opportunities in the fitness industry? (23:25) Mel makes a great point in arguing that those who do not grow with technology will get left behind. There are new products coming out on a regular basis, products that are meant to make life easier - like running your front desk.  People over the age of 45 are frequently overlooked, but this age group has money to spend. They want one on one sessions and help with nutrition.  Every club has four business models under their roof; group fitness programming, technology, the gym with the actual equipment, and the practice. Don’t promote your business as a whole, promote it as individual business models.  The fitness industry is ever-changing. Attend events, listen to podcasts, do some research on how to improve so you can extend your stay in the industry.  Resources Connect with Mel on LinkedIn Visit Mel Tempest Website

In today’s episode, I have Kate Jaramillo and Ken Andrukow as guests. We will touch topics such as changes that are taking place in the world and the fitness industry, and what people need to be doing in these trying times.  Kate is a wellness mentor and ketogenic lifestyle expert. Her goal is to help women thrive and become the best version of themselves.  Ken is the owner and founder of Reebok CrossFit in Ramsay, Canada. Ken is aimed at helping members become open-minded and willing to take action. Let’s get right into it, what do you guys see out there? (01:32) Ken says he believes that times like these are when greatness rises. He says the health industry will make a dramatic change in regards to vaccines and the trials that accompany these vaccines.  He thinks that the time spent on trials for vaccines and cures will be shortened because people don’t want to be in this position again.  Kate adds that she thinks this is an exciting time; she says business owners will realize how much money they can save on rent and hiring offices. People will see what a big percentage of their work can be done from home.  She adds that all these open spaces that were used for offices and businesses can be converted to apartments, churches or grocery stores.  Also, general expenses will be much less. People are spending less money on things like gas and dry cleaning when they work from home.  One of the important questions business owners should ask themselves right now, is do I want my business to survive this? (07:00) Kate says she was inspired by advice saying that this is the pause we need.  A lot of business owners are unhappy with where they are with their business; four or five years down the line they don’t remember why they started the business in the first place.  Ken says that if you’ve wanted to stop what you’re doing because you don’t love it anymore, now is the time to do it. He adds that if a business has been shut down for three months, it will be even harder than before to get it back on track. No one will blame you for shutting down.  If you’re in an industry that’s ripe for disruption, now is the time for innovation (09:28) Ken says there hasn’t been much change in the fitness industry in 30 years in terms of what people want and need from the industry.  Technology has played its part in the last 5 years, but mostly in data recording.  Regarding the interaction between fitness professionals and clients, there’s a major innovation on its way.  If you’re in the industry, you have to think about your clients; what they wanted before the coronavirus struck, and what their needs will be after it's over.  What are you guys seeing in the wellness industry? (17:29) Kate says that people are in a panic, and giving things away for free. They have also noticed a rise in fake work-from-home business opportunities. These ads are posted on Facebook, and people are even getting personal messages about these insincere opportunities.  A lot of people are also stepping up as leaders and offering their clients support.  It’s important to check in with your clients, even if it's just for support. She sent out an email to numerous clients, just asking if they need anything, and what can she do to assist.  They put together a resource guide with fitness and nutritional information so that clients can keep up their routine. They aren’t doing it as a lead magnet, but rather to make sure clients feel calm, loved and supported in these times.  Looking at it from a societal standpoint, what is the one change you’d like to see in societies and communities after this pandemic (19:30) Kate says she wants people to make more time for each other. She wants people to go the extra mile for one another; not to take a hug or a handshake for granted.  Ken says he doesn’t want people going back to normal when all this is over; he wants us to learn from it.  He hopes that we become closer, as a society and a world.  Resources Connect with Ken on LinkedIn Connect with Kate on LinkedIn

Today, I have Steven Webster as a guest, and together we will dig into the future of technologically advanced training and coaching.  Steven is the CEO of Asensei, a mobile app that allows athletes to get guidance and coaching from professional individuals.  Give us some insight into your story; the story of Asensei and the development thereof (01:17) Steven says Asensai was brought together from three of his passions; sports, technology and being an entrepreneur. He was fortunate to have been working with big companies like Adobe, Microsoft and many more.  Growing up, he played every sport imaginable. He was already a black belt in Jiu-Jitsu when he went to university and before long, he became the coach for the Edinburgh University karate club - leading them to 10 national championships.  One problem he always wanted to solve was how to coach effectively using digital technology.  He saw the pieces fall into place. He felt that there had to be a way to make human movement; to create something that a machine can understand and teach.  Finally, he put together a team to solve that problem. Give us insight into Asensei; what are the qualities, what pieces are involved? (24:21) It's essentially a mobile app that allows you to pair with your apparel over Bluetooth. He says the app lets you subscribe to coaching plans and programs, allowing you to be guided and coached in your choice of sport with the help of the apparel sensors. Asensei has manufactured its own brand of compression gear, allowing a new brand to pilot the technology.  The goal for Asensei is to market; they want technical apparel companies to approach them with questions as to how they can implement sensors in their clothing.  Over the past five years, what are some of the biggest challenges you faced in building Asensei? (25:45) He believes the biggest challenge most companies face is timing.  You have to ensure that you don’t raise too much money too fast, as the market won't be ready.  With a complex product like Asensei, you can’t just drop your whole idea into the market, you have to present it piece by piece so that people understand what they’re getting into.  In addition, he says that you have to get investors on board. Although investors pride themselves on being risk-takers, initially it’s difficult to get people to imagine the future you have in mind.  What mouth-watering markets are you looking into right now? (31:25) Steven thinks the market they can have an impact on first is sports coaching.  Too much focus is placed on rehabilitation, rather than pre-habilitation. How do people know if they are in the shape they’re supposed to be in for the sport they want to practice? He refers to the industrial athlete; people whose job is to perform tasks that require skill and coordination. The idea that their movement can be continuously monitored and coached into the correct movement is a huge market opportunity.  Correct movement is vital, just like vital signs are critical to our health and well-being.  What do you think is the biggest need within your business right now? (35:19) Steven believes all entrepreneurs are frustrated with the pace of progress. So the ultimate goal is getting to the future faster.  He wants people to be compelled to use the app; even if you’re not a professional athlete of any kind, this app can help you train with professionals.  He uses rowing as an example and adds that you don’t even need the compression apparel, they will use data from the rowing machine and they’ll assist you with the right posture, technique and movements. Once you do get the apparel, you can get even more advanced coaching.  Fitness shouldn’t become something you have to be able to afford. He wants people to use the app so that everyone can get the most out of their training by using their ordinary equipment while implementing the sensors to monitor movement.  Resources Connect with Steven on LinkedIn Visit Asensei Website

In today’s episode, I am interviewing Kresten Jensen to discuss the topic of technology in fitness. How Motosumo has grown from three friends to a full-blown company.  Todays’s episode features a special deal. If you are a fitness professional or gym owner looking for ways to improve client experience, visit futureoffitness.co/deal. There you will find a discount code and a place to sign up.  Kresten is the founder and CEO of Motosumo; a fitness app that allows people to participate in group training and to connect with one another.  Tell us your story, how did you get into this? (03:25) Kresten says he has always been keen on sports and fitness. The whole idea started when two of his friends came over for pizza and they started building on this idea. They were looking at similar concepts and felt that they could produce something more interesting.  They thought if people were bringing their phones on a bike ride or a run, they could actually tell people how to move and provide insight into their power and efficiency.  They approached their first investors, and as soon as they got the go-ahead, they jumped right into it.  Creating an app to generate an income is tricky, because people look for free apps, and there are numerous fitness apps out there.  Where is the company now, as far as health clubs and gyms go? (07:37) Kresten says the company now has more than a thousand gyms on the platform, which was a big milestone for them.  They reached the thousand mark by the new year 2019. He’s always a bit cautious to give exact revenue but to provide a range; it’s around $2000 per gym annually for the full service. He adds that at this point in time, they are still using more money than they are actually accumulating. But he is confident that this will change very soon. Gamification, social networks, and events are powerful qualities. Did you implement these qualities intentionally? (09:43) He says initially, the social part wasn’t part of their vision. It was meant to be used as a tracking tool for the individual.  However, some more visionary team members convinced them of the benefits of connecting people. They were sceptical at first, but in no time they started seeing the positive effect of social connection. When he started thinking about gamification, his initial thought was to do something where people could compete. However, an advisor told them that the majority of people are collaborators and not competitors. People want to be part of a team.  Although these qualities were initially not implemented on purpose, they definitely are now.  You started out as a group of friends with an idea, and now you are running a whole company. What was adaption like? (17:32) He says one of the biggest factors for him was the fact that you can’t be involved in everything, and you definitely can’t be an expert at everything.  When you’re only three to eight people, you know what everyone else is doing. But as the numbers grow, it’s hard to keep track of everyone, so management systems and communication procedures must be put in place.  The most challenging mental shift for him was that he had to let go of things he knows nothing about, and things that shouldn’t bother him in the first place.  He jokingly says that he believes he has been quite a nuisance for some of the company members because he wants to be a part of everything and be involved everywhere.  How do fitness professionals take advantage of technology like yours? (20:05) He says regardless of what your profession is, you can find the app useful, and it’s really easy to use. It takes 5 minutes to install the app and you can get started right away. Once you’ve got the app, you just activate your gym on your phone. Since we are already using our smartphones for everything else, this is the sort of technology where you shouldn’t be afraid to get started. They have a ten-minute explainer video, and if it takes you more than ten minutes to understand how Motosumo works, it’s becoming too complicated.   If you really want to take advantage of this, it’s more than just downloading the app; you have to immerse yourself and see what the app can do for you. This will allow you to add value to your group fitness Resources Connect with Kresten on LinkedIn Visit Motosumo Website

In this episode, I have Mark Fisher as a guest. Contrary to what we normally do in discussing the future of fitness, this episode will discuss the importance of routines and structures that allow you to get the most out of your day and life.  Mark is the “Ninja master” and co-CEO of Mark Fisher Fitness, a gym he describes as offering serious fitness for ridiculous humans! They help people who normally hate the gym, find a fitness place they actually love.  How are you personally dealing with the lockdown? (02:41) Mark says he is actually doing pretty good, and the lockdown has made him realize how easy it is for him to do his own thing. He loves people, but he’s quite self-directed and can thrive on his own all day long. The opportunity to work on products alone, with the occasional meeting, is something that appeals to him.  However, he is also worried about what the next 12 months will hold, in terms of social restrictions set by the government, or even by social culture. It won’t be like flipping a switch and going back to normal. New York is a real estate game, and the main consideration is can you make enough money in that real estate market to cover fixed costs and make a meaningful profit.  Pay attention to events in the macroeconomic environment, because the downwind thereof will hit everyone. He thinks NY will deal with more psychological and emotional obstacles than a lot of other places but stresses the fact that in the long run, we will all be fine.  What are you doing during this time, perhaps reading more? (06:35) Mark says he likes working on products. One of the things he teaches is time management, so he likes creating a structure; being diligent and conscientious and just getting things done.  Most of his days are spent around a routine; getting up around 06:30, spending 20 minutes meditating, and 30 to 45 minutes reading while drinking his green formula and his morning coffee.  He completes his more intense tasks like writing an email, landing pages, marketing content, or working on presentations early in the morning. He does these in 30-minute blocks, and on a good day, he completes up to 5 30 minute blocks.  After checking emails and social media, he does a quick workout, followed by a late lunch and another meditation session, and then starts the second part of his day where he mostly does meetings.  The final part of his day starts around 17:30 to 18:30, where he spends 60 to 90 minutes crossing off the easier tasks like paperwork and clearing his inbox. Around 18:00 to 20:00 he has completed his cycle and spends the evening with his wife and their dog. Explain your statement that you have to create a challenging game that will allow you to move forward with momentum? (17:24) Mark says this is broadly about how the day gets scheduled. He likes to say that to-do lists that don’t exist in time are a recipe for being miserable, sad, and crazy.  You have to capture the inputs, either using a notebook, Google docs, or any resource that will allow you to capture all the things that need to be done.  You have responsibilities towards your personal life, work assignments, client-related tasks, and just an abundance of things to remember. Not writing these things down will make your life very, very challenging.  But then, you also have to analyze and organize these lists; if you have a bunch of never-ending to-do lists, you will never have the satisfaction of a game you can win, and there will never be a sense of accomplishment.  What is your unique ability, that fires you up and makes you feel like you do better than most people? (23:21) Mark says the ability to be meticulous with his time is a great asset. Discipline is something a lot of people struggle with, and he feels it’s a blessing to be disciplined.  Another factor for him is that he loves learning, and believes he is a quick study; he is able to find the frameworks and put them into action in a short time.  His third “superpower” is that he loves teaching; anything that has to do with mentoring and developing skills.  Something he’s really been digging into is adult learning, or training the trainer as it’s called in corporate circles. This boils down to training a team to do things very consistently and using the best learning practices for their task.  Given the uniqueness of our current situation, what books are you revisiting right now? (27:12) Mark says he has mainly been revisiting books lately because he is just not enthused by new books at the moment.  He says its probably a phase, but he has no interest in business books. Among the topics, he’s interested in are psychology, hard science, and philosophy. He recently revisited Man’s Search For Meaning, Sapiens, and Antifragile.  Among these books, he is also reading How Not To Be Wrong, which is known as Bill Gates’ top 10 books.  For the time being, he is enjoying books that are denser of nature.  Resources Connect with Mark on LinkedIn Visit Mark Fisher Fitness Website

Today I have Erica Suter as my guest. We’re getting into the world of youth sports, and how competitive and business-minded it has become.  Erica is a strength and conditioning coach, whose passion lies in youth sports and training young players to become strong, resilient and creative, while still enjoying the game.  Give us your background; how did you get here, and what do you do? (01:15) Erica says she has been a strength and conditioning coach for eight years; her main focus is on elementary, middle and high school kids. She does have college athletes training with her, who has been with her since a young age. Soccer has always been a joyous part of her life. She played soccer while in college, and when she graduated she became a volunteer and coach for young kids in Brazil.  She was unsure of her future, so she started looking for ways to make a career out of coaching. When she returned from Brazil, she started training athletes in her free time. She noticed that her training was taking off, so she left her job six months later and started coaching full time.  What advice would you give someone who's new in the industry, and not getting a lot of traction? (09:12) Erica says consistency is the key factor in becoming successful.  The most important thing to keep in mind is that people need to do something they’re passionate about and can post about every day; something that doesn’t feel like an obligation.  This can be a video compilation of their training or services, it can be podcasting or having an active Twitter account.  Gaining traction shouldn’t be your only goal; make this a journey in finding yourself and what you’re good at.  How has soccer changed over the last 10 years in North America? (11:40) The first thing Erica mentions is that soccer has become faster and more physical, and of course, more competitive.  More and more youngsters are becoming involved in soccer, especially female athletes.  She adds that because it’s become so competitive, kids are finding less joy in soccer, as they seem to be experiencing a lot of pressure.  People are forgetting the purpose of youth sports. The pressure has led kids to compare themselves on social media; they aren’t playing for fun anymore, they are playing to become professional, or get a college scholarship.  Early specialization isn’t necessarily a good thing. Where do you think the most pressure is coming from, parents, or coaches? (13:07) Erica says it’s a combination of both. However, she tries to be forgiving with parents, as they are receiving all sorts of information, and in most cases, they don’t know any better. Parents are most likely forced into early specialization. The world of sports is rapidly becoming a world of business. It may be that parents don’t realize this is the direction they’re heading in, but the system is forcing them to go there. With sports becoming a business, parents are forced to keep up with tournaments, club fees, and leagues.  As a way of approaching this problem, she always advises parents to let their children take part in additional activities outside of their primary sport; something that is more for relaxation. She adds that seeing a strength and conditioning coach will allow kids to learn a variety of skills and movement, which will enhance their primary sport.  Expand on how soccer changed your life and put you in a safe place (14:32) Erica says she has always been thankful for soccer, and how much she loves it. She had good role models and coaches growing up.  She was in a very abusive relationship in high school, which almost cost her her happiness. She was willing to quit soccer and follow her boyfriend at the time to college.  The day before early admissions were due to John Hopkins University, she realized soccer had always been her safe place and she wasn’t ready to give it up.  Erica remembers the moment she told her parents that she was ending the relationship and playing soccer at John Hopkins, as one of the most memorable moments of her life. Resources Connect with Erica on LinkedIn Visit Total Youth Soccer Fitness Website

In today’s episode, I have Adam Zeitsiff as a guest, discussing the health and fitness industry and what COVID-19 holds for the future of fitness.  Adam Zeitsiff is the president and CEO of Gold’s Gym, which is an American chain of fitness centres.  Who is your strongest demo? (02:20) Adam says a decade ago they were still famous for helping people get stronger in bodybuilding, which is what put them on the map. So if asked this question then, bodybuilding would have been their demo. Today, however, their demo is split from a male and female standpoint.  The 22 to 44 age group is big at the moment, again, evenly split between male and female.  A big part of their market is still helping people get stronger, and their bodybuilding heritage is still a proud part of the business.  As a leader and CEO, how is your role changing right now? (03:40) He says they closed the gym on March 16th, and although it was a very difficult decision, it was the right choice in their efforts to support humanity.  He has since been acting out the role of chief psychologist and reaches out to his whole team regularly to make sure that everyone is in the right frame of mind.  The company has an amazing franchise support organization, which is also reaching out all the time.  He has to keep himself in check every day as well, realizing that this is something no one has experienced before, and it’s hard for everyone. But this too shall pass. Have you seen any creative problem solving out there? (08:13) Adam says one thing he has noticed from their own business is how they came together as a global franchise community to help drive online content and fitness.  They have Gold’s amp fitness and exercise app, which offers audio coaching, video coaching, and music. They’ve made the app available for free until the end of May so that anyone can use it. This is their way of supporting members and nonmembers.  They made contact with all franchises around the globe to create video-on-demand content, and within a few days, they launched their content. They came together as a fitness community, which was something that didn’t exist beforehand.  A lot of their local franchises have made their premises available to necessary workers like firefighters who are working around the clock. This way, these necessary workers can take showers and clean up because they can’t go home.  When the dust settles, what do you think the fitness industry is going to look like? (11:16) He says when the gyms reopen, he doesn’t know what “normal” will be? Things will probably never go back to what they were, but they can try and create some semblance of it. People are going to return gradually and then there will be the “gym rats” who will be the first people there when the doors open, but this will probably be the exception. It will take a while for people to get comfortable again because, besides the quick trip to the store, people will not have been in a public setting in a long time. The virus has accelerated the demand for digital fitness; it has been part of the industry for a while, but people are becoming aware of it now more than ever. What is the one thing fitness professionals and gym owners should not be doing right now? (15:22) He says this is the time where your brand and your legacy can be defined or redefined.  Regulations are in place for a reason; don't meet your clients and help them work out at the back with the lights off. He says it sounds silly, but he has heard of people doing it.  Don't put sales over the health and safety of members. No one is receiving revenue at the moment, so everyone is struggling, but remember that safety comes first.  Don't lose contact with family, friends or members. Reach out, don't stay idle in that regard.  Resources Connect with Adam on LinkedIn Visit the Gold’s Gym Website

In today’s episode, Tony Gentilcore and I discuss our current global situation regarding COVID-19; what it means for the fitness world, and how to cope at this time.  Tony is the co-founder of Cressey Performance in Hudson, Massachusetts, and the author of a popular blog called Because Heavy Things Won’t Lift Themselves.  Do you see people marketing the fact that people are making more money during this time? 03:16 Tony says the one thing he has noticed is that people are still selling products during this time. He adds that he sees no issue with it, as he does the same.  Fitness professionals recognize the fact that they have a lot of free time, and offer others in the industry a way to improve their skills and crafts.  He says they just released their shoulder and hip blueprint because he feels it is a good resource to have during this time. They even lowered the price, and they are offering a payment plan.  Tony also says that there are individuals who are taking a nefarious approach to their marketing and taking advantage of the situation, which is unfortunate.  How do you feel about individuals selling their services at this time? 06:17 If you have something valuable to offer, you shouldn’t feel bad about selling your services.  He explains that he shut down his studio, so he’s not training anyone in person, but he is offering virtual training classes. He says he is charging his normal rate for these classes because he is still a certified, knowledgeable coach.  Tony says in these times of uncertainty, people are feeling obligated to lower their prices because they aren’t offering their services in person, which he feels is a normal reaction, but most loyal customers will be satisfied with paying the full rate.  He adds that we are in a time where people understand that we need to support each other, and he sees a lot of good things happening in the industry.  What do you think are the qualities of leadership? 07:49 Tony explains that being on lockdown will take its toll on mental health, and we should look out for each other. He says there is a big opportunity for fitness professionals to become a major role in their clients’ lives.  You can engage with your clients by doing Zoom calls, running groups or even just call your clients, and that will go a long way.  He adds that people are going to need help with their weight management and mobility during the lockdown, but the most important thing is that they just need someone to talk to.  He says there is more to being a coach than just training; during this lockdown, Tony has put in a lot of effort to support his clients, both emotionally and with their fitness levels.  What is going to be different about the fitness industry once this pandemic has run its course? 13:59 Tony says he thinks a lot of people will realize that they have created an efficient setup for themselves, and they won’t see the point in spending a lot of money on a gym membership anymore.  He adds that he thinks there will be a delay in the time it takes people to get back to the gym once this is over.  However, for the people who have made fitness a part of their lives, going back to the gym will probably be the first thing they take control of when this pandemic has ended.  He says he is very concerned about small business owners and what this lockdown will mean for their business. He thinks a lot of people will have to close their businesses and lose all their hard work.  Are there any tips you have for people to get through lockdown? 27:56 Tony says it’s important to reach out to friends and colleagues.  He says people want to feel like they are in people’s thoughts and that they have a support system.  He adds that you need to stay authentic and be yourself. It’s okay to be in touch with your emotions; it’s okay to show vulnerability and its okay to cry. He says that he finds solace in the fact that everyone is in the same boat.  Everyone is dealing with this crisis. We all experience it differently, and it causes more problems for some people than others, but no one is alone in this. It doesn’t just affect one group or class of people.  Resources Connect with Tony on LinkedIn