Women’s History Month commemorates the achievements and struggles of women throughout history and casts a light on the evolving roles and burgeoning presence of women. The fitness industry serves as a prime example of this evolution.

Historically, the fitness world mirrored many other sectors, with men predominantly occupying the roles of personal trainers, health coaches and group instructors. Today, women are participating in fitness at higher rates and stepping into roles of leadership and influence as personal trainers, health coaches and business owners while continuing to overcome barriers to success.

The Female Fitness Experience

Initially, women’s involvement in fitness was relegated to specific segments, such as aerobics or women-only gyms, reflecting broader stereotypes and societal expectations of the time. These roles, while important, represented a narrow view of women’s capabilities.

As the decades passed, the fitness industry began to see a gradual change fueled by shifting societal attitudes and women began to assert their presence, breaking through stereotypes and redefining what it means to be a fitness professional.

Maria Luque, PhD, MS, CHES, ACE-CPT, ACE-FNS, educator and founder of Fitness in Menopause, says that, as a fitness professional with over two decades of experience in this industry, and exclusively working with women for over 10 years, she’s witnessed a remarkable transformation in the industry’s approach to women’s roles as personal trainers and health coaches.

“Initially, there was a prevalent stereotype that women were primarily clients rather than leaders in the fitness space,” Luque says. “However, there has been a significant shift towards recognizing women as knowledgeable and skilled professionals in this field, a change that should inspire and motivate all of us.”

Judi Sheppard Missett is a quintessential example of female innovation and leadership. In 1969, Missett founded Jazzercise, a dance-based fitness program that seamlessly blended jazz dance with exercise, strength training and stretching. 

Missett, who is worth around $100 million, has turned her brainchild into a global empire, encouraging women to embrace entrepreneurship within the fitness industry.

Other examples of women who are making inroads in fitness entrepreneurship and leadership are ClassPass founder Payal Kadakia, whose net worth is at least $60 million, and Robin Arzón, the Vice President of Fitness Programming at Peloton, who has emerged as a prominent figure and highly popular instructor for the brand.

The Gender Pay Gap

Women in the fitness industry often confront gender biases that undermine their professional credibility and contribute to pay disparities compared to their male counterparts.

For instance, female personal trainers and health coaches may face skepticism regarding their expertise and physical capabilities, a challenge seldom faced by men. These biases can extend to compensation, where, despite equal qualifications and responsibilities, women frequently earn less. 

A 2021 salary survey from the The Personal Trainer Development Center (PTDC), found that women, on average, earn 68% of what men earn for substantially similar work. In the personal training world, the gap is even larger, with female personal trainers earning 66% of what male personal trainers make, with male survey respondents reporting an annual average income of $54,514, while female respondents reported an average income of $35,945.

Irene Lewis McCormick, MS, personal trainer and award-winning educator, says the conversation about gender biases and pay disparities is not unique to the fitness industry; it’s a nationwide issue affecting various professions, where the quality of service is becoming more important than the mere hour spent delivering the fitness service. She advocates for a shift in the fitness industry’s compensation structure. 

“I would like to move away from a time-based model to one that recognizes the value of the fitness pros’ experience and expertise,” McCormick says.

Women Are Not Small Men

Another relevant angle when it comes to women overcoming barriers is in exercise science research and how women have been underrepresented. This is important because good program design hinges on available research and education.

Susane Pata, NASM content strategist and global master instructor, is eager to help change that conversation.

Pata’s journey of discovery led her to the work of Dr. Stacy Sims, a figure who has become synonymous with innovation in the field of female athletics. Pata reflects on her initial encounter with Sims’ research and the realization that there was “someone out there focused on the female athlete.” 

According to Pata, Sims has opened new avenues for “discussions about female athletes: their health, performance, wellness and longevity—all in new ways based on the latest research” and highlights a popular quote from Sims: “women are not small men,” a simple yet powerful statement that challenges longstanding biases in sports science. 

This assertion not only emphasizes the biological differences between men and women but also marks a significant shift in how female athletes are perceived and studied.

“She is now putting conversations about the female athlete on the table—conversations and comparisons that were never there before,” Pata notes. 

Pata also admires athletes like Tia-Clair Toomey. The discourse surrounding Toomey, whether it involves criticism or praise, “makes a space at the table for female athletes,” showcasing their undeniable talent and dedication.

Pata ties these observations to a broader narrative of gender equality and collaboration in sports.

“So whereas obvious physiological gender differences exist, women like these are showing that you can have a seat at the table with men,” Pata says.

Opportunities Ahead for All

The demand for personal trainers and fitness instructors has surged over the past decade, with the Bureau of Labor Statistics projecting a 15% growth between 2019 and 2029. This expansion is set to add approximately 57,600 more trainers over the next 10 years, suggesting the growing influence of women in the industry. 

Pata encourages other female fitness professionals to take advantage of the upswing and to keep learning. 

“Knowledge is power, and … it is highly advantageous to go in armed with knowledge and never be complacent,” she says. “Just because you took one certification does not mean the learning stops there. It never ends.”

For women new to the industry or who need advice, Pata suggests they “try a little bit of everything” because it can “inform future decisions, especially those in it for the long game.”

McCormick, an industry veteran, says that while there are trailblazing women who have taken on significant roles and have been recognized for their contributions, the fitness industry still has a long way to go to achieve gender balance; perhaps particularly in executive roles. 

“The representation of women in leadership positions in the fitness industry is a topic of concern,” McCormick says. “According to a survey, 47% of men work in leadership roles in fitness compared to only 36% of women. Men comprise 70% of gym owners and women account for 29%.”

Luque is encouraged by the changes she sees in the industry but agrees that there is more work to be done, echoing McCormick’s perspective. 

“As more women enter the fitness profession, there’s a greater emphasis on inclusivity, diversity and recognizing the unique needs and experiences of women in fitness and health coaching,” says Luque.

“These shifts not only provide more opportunities for women to thrive professionally but also contribute to a more balanced and inclusive fitness industry that better serves the diverse needs of all individuals, regardless of gender,” she adds.

The post How Women Are Redefining Fitness on Their Own Terms appeared first on Athletech News.

In the contemporary business landscape, characterized by its relentless pace and technological saturation, the well-being of executives often takes a backseat to the pursuit of success. 

This imbalance, highlighted in a Deloitte study where nearly 70% of C-suite leaders considered leaving their positions for more health-supportive roles, underscores a critical need: the integration of health coaching into executive leadership development. 

Enter Janelle Trujillo of Auburn, Washington, a wellness specialist in the executive health coaching space, whose work not only enhances individual well-being but also promotes a positive trickle-down effect within organizations. 

A Personal Journey Into Executive Health Coaching

Trujillo’s entry into the health coaching niche was spurred by observing the intense pressures faced by her husband, a growth-minded executive. This personal insight led her to an undeniable conclusion: for executives to truly excel, a foundation of robust health is non-negotiable. 

“Witnessing the impact of healthy habits on my husband’s performance was a revelation,” Trujillo shares, underscoring her holistic approach to coaching that marries physical well-being with peak professional performance.

Compelling evidence supports the significant return on investment (ROI) of executive coaching, with studies showcasing an average ROI of 5.7 times the cost. Such statistics highlight the tangible benefits of incorporating wellness programming into executive development strategies, including enhanced productivity and efficiency.

Trujillo’s coaching philosophy centers on the undeniable link between physical health and an executive’s ability to lead effectively.

“One of the things that I focus on in my coaching is habits, the day-to-day details of what my clients think and do,” she says. “It’s a comprehensive approach that addresses the physical and mental rigors of executive life. When health is compromised—be it through inadequate sleep, stress or poor dietary habits—it’s not just the individual who suffers; the entire organization feels the impact.” 

3 Pillars of Executive Health

The cornerstone of Trujillo’s program is the focus on three specific habits that have a profound impact on leadership performance: nutrition, sleep and alcohol consumption. She emphasizes the importance of maintaining stable blood sugar levels through regular, healthy meals—a challenge in the back-to-back meeting culture of the corporate world.

“Fluctuations in blood sugar can lead to energy crashes, difficulty focusing, and impaired judgment,” Trujillo warns, highlighting the direct correlation between nutrition and cognitive function.

Sleep and alcohol consumption are equally vital areas of focus. The benefits of adequate rest are clear, while moderating alcohol intake can significantly improve mental clarity and overall performance.

Trujillo’s clients face a range of health-related challenges, from weight gain and metabolic issues to chronic fatigue and elevated stress levels. Her approach goes beyond surface solutions, diving deep into the root causes of these problems.

“Once a client can understand what the root causes of the problems are, then I help them establish new systems,” Trujillo elaborates. This tailored, in-depth process demands time and commitment, but the outcomes speak for themselves. 

Executive coaching has been shown to significantly improve not just business-related outcomes, but also personal development areas such as increased self-confidence and enhanced work performance, relationships and communication skills. These improvements are crucial for executives, whose roles demand high levels of cognitive function, decision-making capabilities and interpersonal skills.

Advice for Aspiring Executive Health Coaches

Now is a prime time to enter the field. The overall health coaching industry is witnessing substantial growth, with an estimated 128,000 health coaches in the U.S. earning an average yearly salary of $55,220. 

This growth is supported by endorsements from mainstream media and recognition from healthcare organizations, signaling a broader acceptance and integration of health coaching into traditional healthcare and corporate wellness programs. The American Medical Association’s approval of a new Category III CPT code for health coaching, for example, marks a significant step towards recognizing health coaches as essential contributors to the healthcare team.

For health coaches looking to enter the executive coaching niche, Trujillo advises a keen understanding of what motivates this demographic.

“Learn what drives executives,” she says. “Get involved with your community and offer workshops to organizations who are open to learning about how focusing on your health can improve your overall business.”

This transition requires a shift from instructing to guiding—a challenging but rewarding evolution.

Trujillo’s work underscores a pivotal message for today’s executives: lasting success is built on a foundation of good health.

As the business world continues to grapple with the challenges of modern leadership, the role of health coaches like Trujillo in supporting executive leadership will only grow in importance. For those at the helm of business, investing in health is not just a personal choice—it’s a strategic imperative.

The post Janelle Trujillo Empowers Executives To Put Their Health First appeared first on Athletech News.

In the public relations space, some are built with a natural passion or skill-set for the work, much like you’d say someone is a natural “go-getter” or “people person.” Nicole Dunn, CEO of Dunn Pellier Media, is all of the above.

Dunn Pellier Media has worked with top brands such as F45 Training, Les Mills, Orangetheory Fitness, and Club Pilates, establishing itself as one of the top public relations firms in fitness. But while Dunn has always had the personal tools to build a top agency, getting to this point still took determination and savvy, especially in her early days coming from another industry.

Grinding to the Top

Before starting Dunn Pellier Media, Dunn spent 14 years working in television, at one point helping to produce a Dr. Phil spin-off series called “Decision House.” She led a 50+ member team, overseeing all aspects of production from talent and guest bookings to writing scripts.

“The demands were intense, often stretching into 16-hour workdays,” Dunn recalled. “Amidst the competitive landscape, particularly dominated by men, I started to question what I was doing and how hard I worked for someone else.”

That questioning eventually led her to create Dunn Pellier Media. After receiving guidance from a business coach and an all-female “mastermind” group in Los Angeles, she went on to launch the PR agency. 

“Initially, I was hesitant to leave television, but I realized that with the versatility of my skill set in producing television and the potential for crossover into public relations, that it would work,” she said. “Encouraged by my mastermind group and my husband’s collective wisdom, I leaped.”

Amid that leap, she had an inspiring and helpful partner beside her in Tony Horton. The P90X star became one of Dunn’s first clients and was instrumental in helping her interest in fitness blossom into a true passion. 

“Witnessing the profound personal transformations sparked by his workouts ignited a fire within me,” said Dunn. “In our early days, Tony challenged me to reevaluate my fitness regimen, bluntly dismissing that my ‘daily dog walks’ just didn’t make the fitness cut. His insistence and encouragement to create a workout routine was a pivotal moment that marked a profound shift in my lifestyle and my future career.”

As their partnership grew, potential clients started flocking to Dunn Pellier Media, hoping to replicate the success enjoyed by Horton. From there, a thriving business unfolded, eventually growing to expand its portfolio beyond personalities and feature a wider spectrum of health and wellness organizations. 

Separation from the Pack

Besides its impressive client list, Dunn Pellier Media also distinguished itself from multiple competitors in the public relations arena. Working to be a “dedicated health partner” rather than just manning the PR department for its clients, DPM crafts and molds wellness narratives with impactful storytelling. 

The agency’s extensive experience and notable relationships across the industry also make a difference. Along with industry giants like Orangetheory and Club Pilates, Dunn Pellier Media also works with Bulldog Yoga, MyNetDiary and Essentia Mattress. 

“We have deep-rooted relationships with both the media and the wellness marketplace,” said Dunn. “For 17 years we have attended almost all fitness, wellness, and biohacking conferences to meet our community and make ourselves a part of this community.”

Those relationship-building skills trickle down from the top. 

“One of my greatest strengths lies in my ability to connect with people — a trait that has been evident since childhood, as my father often noted my natural gift for conversation,” Dunn said. “I’ve always been genuinely intrigued by people, eager to find out what drives them while learning about their passions. This innate curiosity serves as a significant advantage for our company, as it enables me to forge meaningful connections and foster growth opportunities in the fitness and wellness space.”

Additionally, Dunn Pellier Media’s specific focus on public relations in the health and wellness sector helps differentiate it from the pack. Few, if any, other companies stand so equipped on both the fitness and PR front. 

“What sets us apart is our genuine integration within the wellness community, a distinction few firms can claim,” said Dunn. “We’ve cultivated deep-rooted relationships and solid expertise in promoting fitness, health, and wellness brands.”

The Future of DPM & More 

Dunn sees merging Dunn Pellier Media with a prominent PR firm in need of DPM’s distinct health and wellness expertise as something to strive for in the long term future. 

“By joining forces with a much larger firm, we aim to bring our unique perspective and specialized knowledge to a broader audience, further solidifying our position as leaders in wellness-focused public relations,” she said. “Together, we can amplify our impact and offer clients a comprehensive suite of services that seamlessly blend expertise, community, and authenticity.”

However, a more immediate goal involves combating gender discrimination in health and wellness. In the current calendar year, Dunn mentioned an intent to address the disparity in funding for research into women’s health. 

With help from the Goldman Sachs 10K Small Business Program, from which Dunn recently graduated, she plans to launch an online platform that will fill the gap in research and data for women aged 45 years and older. The project is still in its development phase, as Dunn noted she’s currently preparing a pitch deck to engage leading female funders invested in women’s health to have them help support the platform. 

“We can’t improve what we don’t measure, and this platform brings the data and research together for better health outcomes and reducing the cost of disease for women,” Dunn said. “We have been left out of critical health and wellness research studies and that needs to change!”

The post Nicole Dunn, Founder of Top Health & Wellness PR Firm, Wants a Better Future for Women appeared first on Athletech News.

Saskia Topp is a model, ambassador and entrepreneur who’s obsessed with health and wellness. What started as a passion soon turned into the basis for her fast-growing digital marketing agency, Ekhos. 

“‘Work smarter, not harder’ and ‘Just Do It’ are two mottos I live by,” says Topp. “While I strongly believe in the value of hard work, and am always ready to put in the hours when necessary, I also recognize the importance of efficiency.” 

Topp’s go-getter attitude has certainly contributed to her success as an entrepreneur. 

Her journey in founding a health and wellness digital marketing agency was not a straight trajectory. Topp has a degree in brand building and management, and after working in corporate roles, she decided to pursue modeling. You can find her work in national campaigns from Under Armour to Nivea sunscreen commercials where Topp and her on-screen family have some fun in the sun. It was during her eight-year modeling career that Topp became obsessed with health and fitness 

“Modeling taught me the importance of maintaining physical fitness and overall well-being,” she says. 

When she wasn’t modeling, she was running with her Border Collie, or training at top fitness studios. Topp loved taking boxing, Pilates, yoga, and barre classes. She even got certified to teach Barre Body. 

Finding a New Calling

Combining her passion for health with her passion for digital marketing, Topp started using her own social platforms to tout her favorite brands, including  Orangetheory Fitness and F45 Training. As an influencer and brand ambassador herself, Topp has always had a pulse on digital trends.

“When the pandemic disrupted the modeling industry, I experienced a downturn in my career, which prompted me to embark on the journey of founding Ekhos,” she says. 

The sudden travel limitations and restrictions forced Topp to stop and think about what to do next. While she didn’t necessarily know she would one day become an entrepreneur, she has always had a strong work ethic and drive, with a keen understanding that running a business takes resilience and determination. 

“To be completely candid, starting a company is not about following a predetermined formula; it’s about diving in headfirst, being willing to put in long hours, and learning as you go.”

A Finger on the Industry Pulse

Topp took a unique approach to starting her business. 

“My transition into entrepreneurship wasn’t driven by noticing gaps in existing agencies, but rather by seeing opportunities presented through networking,” she explains.

Topp is already a consumer of the products and facilities she works with, which has helped her feel extra connected to the customer experience. She explains that other agencies lack comprehensive competitor insights and the emotional experiences of actual studio goers. 

“Digital marketing in the health and wellness realm goes beyond traditional tactics, focusing on fostering emotional connections, building communities, motivating individuals, and crafting sales strategies tailored to specific audiences,” she says. ” Understanding these differences is essential for effectively connecting with customers online.”

Today, Ekhos is a full-service marketing agency working with brands across Europe, South Africa and the U.S. At its core, Ekhos offers services including social media campaign management, email marketing, automation marketing, web design and search.  The agency has developed marketing strategies for brands including Power Plate, Shred415, Vibez Fit and fourfive. Since founding her business, each week has brought its own set of hurdles and challenges.

“Ekhos is like my real-life baby right now,” Topp says. “It’s unpredictable, keeps me on my toes, keeps me up at night, always demanding attention, but the love I have for it is boundless and unconditional.” 

Leadership Learnings

When people ask Topp what it’s like to be a female entrepreneur, she says that it is indeed a superpower. 

“I would encourage all fellow female entrepreneurs to prioritize supporting each other rather than tearing each other down, because together, we form an incredibly strong force,” she says.

As any business founder can attest, there’s a learning curve in finding a balance between wanting to have a hand on every single project while learning how to relinquish a little bit of control. The key is having an exceptional team; Topp can delegate successfully and is proud of her ability to do so. 

Leadership has presented its own set of challenges, particularly in learning the fine line between being authoritative and fostering strong relationships. As a result, Topp spends time on improving her leadership skills. She does this through transparent and open communication.  

“When everyone feels comfortable expressing themselves honestly, it fosters a positive atmosphere that boosts both happiness and productivity in the workplace,” she says. 

For entrepreneurs just starting out, Topp says, “You’ve got to remember to take care of yourself and put yourself first sometimes.” She explains that if you’re not feeling good, it’s impossible to keep everything else in check. 

“I’m guilty of always looking out for everyone else and forgetting to give myself some love and attention,” she says.

Last month, Topp helped Athletech News and other fitness and wellness industry executives ring the opening bell at the Nasdaq. She never imagined she would be on a billboard in Times Square being honored for the work she does. For Topp, it was a true moment of reflection on how far she has come. 

As for the future? Topp hopes to continue partnering with more wellness brands to grow Ekhos’ current portfolio of clients. She will also continue prioritizing going on long runs with her Border Collie and hanging out with friends and family who energize her. 

The post How Ekhos’ Saskia Topp Went From Model to Health & Wellness Entrepreneur appeared first on Athletech News.