With a healthy dose of enthusiasm and discipline, Ashley Paulson serves as an example of how joy and consistency forge the path to fitness achievements. Paulson has turned her passion for running into a vibrant testament, and at the heart of her career lies the intersection of fun and serious training. 

Paulson’s venture, Ashkickn Training, helps people embrace a lifestyle where every workout is a celebration of progress. With each stride, race and training session, Paulson sets records and inspires countless individuals to push beyond their limits, proving that with passion and perseverance, every goal is within reach. 

Athletech News spoke with Paulson about her colorful approach to training, outrunning the competition, and making every mini milestone an unforgettable journey of discovery and challenge. 

This conversation has been lightly edited for clarity and length.

Athletech News: Can you share the most pivotal moments that helped you make the transition from being a professional triathlete to health coach and trainer?

Ashley Paulson: My journey into professional athletics began more as a gradual shift rather than a singular moment. Teaching fitness classes built a solid foundation for me. I officially transitioned to a professional triathlete in 2016, after I had my fourth child. Despite not having a traditional athletic background or college education, I managed to earn my pro card. This experience has been incredibly fulfilling, serving as a role model for my children as well as other women, showing them that it’s possible to achieve significant goals even as a mother.

Initially, I wasn’t as interested in hybrid coaching or personal training. I thrived on the energy of group fitness, interaction and collective motivation. It wasn’t until about 10 years ago that I began focusing more on personal training, primarily online. This has taught me the importance of sharing my passion for fitness and the possibility of making a significant impact, regardless of one’s starting point. 

ATN: What inspired you to create the Ashkickn Training model, and how do you see it evolving to meet the needs of fitness enthusiasts at all levels?

AP: The inspiration for Ashkickn came from hearing how others began their fitness journeys as a result of something I said. This kind of feedback and the changes I saw in people’s lives fueled my desire to expand and help more individuals. It’s incredibly motivating to hear about the positive shifts in someone’s body or lifestyle because of fitness. 

I see Ashkickn evolving alongside our understanding of fitness and aging. When I ran my first marathon at 19, the idea of being in the “Masters” category at 40 seemed like a different league, suggesting a slowdown. However, I’ve found myself getting faster in my 40s. Advances in knowledge about the body, combined with technology, allow us to push ourselves further and remain in our prime for longer. The perception of age in fitness is changing, with individuals over 40 achieving what was once thought impossible for their age group. 

ATN: How are you involved in integrating more human elements into online training programs using artificial intelligence (AI), and why is this important to you?

AP: Being involved with iFIT’s AI Coach (beta) has been an incredible experience, especially because the team wanted input during the testing phase to ensure the feedback didn’t come across as robotic. As personal trainers, we aim to preserve a sense of personal connection with the athletes, adding a human touch to the automated messages. It was important to convey care and emotion, adjusting based on the athlete’s performance and needs, rather than issuing generic, impersonal directives. 

This personalized approach can significantly enhance an athlete’s training by making smart adjustments that cater to their current state, helping them stay injury-free and active across all ages. I advocate for treating everyone as an athlete because it positively influences their mindset, encouraging them to stay engaged and avoid sidelining themselves after missing a workout. The goal is to guide users gently, advising them it’s okay to slow down or adjust their routine as needed, providing comfort and the feeling of having a coach right there with them.

ATN: You humorously note that you “eat dessert first.” Can you share your overall philosophy on nutrition and how you incorporate this into training plans for your clients?

AP: People often find it amusing that my sugar intake is notably higher than many athletes are accustomed to. However, as an endurance athlete, sugar is a primary fuel, providing necessary quick energy. It’s not just about consuming sugar; I advocate for a balanced approach, emphasizing that it’s okay to enjoy treats in moderation while maintaining a nutritious diet. 

Nutrition is vital, but it’s also deeply personal. What works for me may not work for everyone. Some may thrive on low-carb diets, while others might find them restrictive. It’s about finding what works for your body and lifestyle. My father’s mantra of “life’s short, eat dessert first” has always resonated with me, reminding me that enjoying life—and your food—is just as important as following a strict nutrition plan.

ATN: You offer plans that are not just about physical workouts but also about creating an enjoyable experience. How do you stay innovative and keep your programs engaging and effective?

AP: Staying connected with my community is crucial. I engage actively in social media and personal interactions, especially at races, to understand individuals’ stories and motivations. This personal touch allows me to tailor training plans that are not only effective but also resonate with people’s lives and schedules. By listening and adapting to each person’s unique situation, I ensure my training plans are personalized, keeping motivation high and making every goal achievable, no matter the lifestyle or constraints involved. 

ATN: How do you plan to expand the reach and impact of Ashkickn to inspire and support more individuals in their fitness journeys?

AP: My major goals revolve around continued presence and lifelong learning. I plan to expand the reach and impact of Ashkickn by consistently showing up, both in the digital world and at in-person events, while staying educated on the latest in fitness and wellness. This approach isn’t rooted in a desire for financial gain but from a genuine passion for what I do. I believe that by continuing to share my journey, enthusiasm and knowledge, I’ll naturally attract and inspire more individuals to embark on or maintain their fitness journeys. 

The foundation is my love for this work, which I would pursue regardless of compensation. This passion drives me to remain engaged and enthusiastic, debunking the myth of inevitable burnout despite my extensive participation in races and fitness activities. Hearing people’s stories and seeing the impact of my work fuels my motivation and reiterates the importance of what I do.

The post Trainer Talks: Ashley Paulson Redefines Endurance With a Dash of Fun appeared first on Athletech News.

With a career that spans over two decades, Rick Richey has donned multiple hats as a certified personal trainer, massage therapist, educator and entrepreneur. His commitment to fitness education and personal training is evident in his roles, ranging from a subject matter expert to an educator, contributing to National Academy of Sports Medicine (NASM) textbooks, and hosting the NASM CPT Podcast.

Richey’s entrepreneurial ventures, including the establishment of Independent Training Spot and co-ownership of RēCover, underscore his professional commitment. Through these endeavors, Richey has created unique spaces for personal trainers and clients alike. D

Drawing from personal experiences, Richey shares powerful stories of client transformations, highlighting the profound impact of tailored fitness programs. 

Athletech News spoke with Richey about his viewpoints on staying relentless and relevant. 

This conversation has been lightly edited for clarity and length.

Athletech News: Throughout your career, you’ve witnessed many changes in the fitness industry. What do you consider the most significant innovation in personal training?

Rick Richey: Undoubtedly, the biggest change I’ve seen in my career has been the shift to online personal training and fitness. This move to virtual experiences, like training sessions via platforms like Mirror or Peloton, has been unparalleled. Even trainers who used to rent space from me have moved their businesses online, a trend accelerated by the pandemic. 

Before, trainers needed physical space, especially in the city. Now, many operate entirely online, finding it unnecessary to return to in-person sessions if they or their clients live outside urban centers.

This digital transformation might not have happened so rapidly without the lockdowns. It echoes the lifestyle Tim Ferriss described in “The Four Hour Workweek” long before the pandemic. Ferriss argued for a work life that’s more about efficiency than hours spent in the office, a concept that’s become our reality. 

ATN: What inspired you to create the Independent Training Spot, and how do you believe it changes the way personal trainers and physical therapists operate their businesses?

RR: There are numerous small gyms out there where trainers pay to use the space, either through a monthly rental or per session fee. This concept wasn’t new when I started, but I noticed a gap in the market for a branded gym that catered specifically to independent trainers. I contemplated creating a space that differed from both the big gym model, where trainers are employees, and the smaller gyms that offer more freedom but lack brand identity.

I envisioned the first branded independent training gym, a place exclusively for trainers to conduct their business. This model doesn’t allow for gym memberships for the public; it’s a professional workspace for trainers, like co-working spaces. We offer the gym, equipment, and amenities needed for a great training session. It’s a business-to-business (B2B) model, where trainers and their clients handle their arrangements, and I facilitate the space.

Aiming for six locations in New York City seemed right, creating an ecosystem where gyms support each other and provide trainers the flexibility to work across multiple locations. This approach took time to become profitable, with our fifth gym breaking even operationally within three months of opening in September 2023.

The challenge was figuring out what I could afford and what the gyms needed. Consulting with trainers about their essentials helped shape the functional, open design of the gyms, focusing on equipment that allows free movement and versatile workouts. This journey involved refining our business model and gym design, based on feedback and trends, to ensure our spaces met the needs of independent trainers and their clients.

ATN: Can you share a particularly memorable success story of a client you’ve trained and what it taught you about the personal training profession?

RR: I had the privilege of training a highly successful neurovascular surgeon suffering from severe back pain, exacerbated by the heavy lead bib he wore for radiation protection during surgeries. Despite previous experiences with trainers, he sought strength and back protection, expressing fear of further injury.

Recognizing the importance of meeting his needs, I focused on gentle, effective exercises that avoided stressing his core initially. We embarked on a regimen of spinal mobility drills, complemented by a daily routine he diligently followed. This approach not only alleviated his back pain but significantly improved his quality of life, allowing him to work and live without discomfort.

This transformation from being the least functional version of himself to reaching a level of functionality he hadn’t experienced in years was profoundly rewarding. It underscored the importance of tailored training programs over generic, aesthetic-focused workouts. True success in personal training lies not just in changing how someone looks, but in enhancing how they live their lives, free from pain and limitations. 

ATN: As host of the NASM CPT Podcast, what have been some of your most insightful or surprising discussions?

RR: The NASM CPT Podcast is designed for certified personal trainers and offers insights from an NASM lens. It also aims to solve real-world problems within the fitness industry. A notable episode discussed the use of GLP-1 drugs like Ozempic, addressing both its medical necessity for individuals like me, a diabetic, and its controversial use for minor weight loss. 

This episode sparked significant discussion, leading to a MarCom award win, highlighting its impact beyond just fitness advice. It’s crucial to acknowledge the broader implications of such treatments, including potential muscle tissue loss and bone density degeneration, alongside their benefits. This episode underscored the importance of informed use, especially when life-changing medications become co-opted for vanity, which personally resonated with me and stood out as a particularly impactful conversation.

ATN: Where do you see the future of the fitness industry heading, especially considering the evolving landscape of health and technology?

RR: Over the past decade, there’s been a significant trend towards boutique fitness, which has seen many of these specialized studios being consolidated under larger entities. This phenomenon has essentially come full circle, transforming back into the all-encompassing gyms we were familiar with before the boutique boom. 

Despite this, I predict a resurgence of interest in larger, traditional gyms that offer both gym facilities and classes in a single location.

However, boutique fitness won’t disappear; its ability to provide higher compensation makes it attractive to class instructors and personal trainers seeking better earnings and more autonomy than what conventional gyms offer. This adaptability reflects the dynamic nature of fitness professions and the ongoing quest for fulfilling career paths within the industry.

The post Trainer Talks: Rick Richey on Education & Entrepreneurship appeared first on Athletech News.

Paulo Barreto embodies a unique style of compassion and tenacity. Specializing in high-intensity interval training (HIIT), bodyweight mechanics and kettlebell exercises, the iFit trainer brings a unique blend of rigor and support to his coaching style. Often described as a “sour patch,” he combines the toughness necessary for physical endurance with a warmth that encourages and motivates his clients.

His approach to fitness goes beyond traditional methods, emphasizing the transformative power of disciplined, high-energy workouts. Barreto’s philosophy centers on the idea that fitness is not just a physical journey, but a gateway to overall life improvement, building both physical strength and mental toughness. This approach breeds loyalty among clients.

With his wife and business partner Hannah Eden of Hannah Eden Fitness, Barreto continues to inspire and challenge individuals to reach their full potential, overcome obstacles, and lead a healthier, more dynamic life.

Athletech News spoke with Barreto about his approach to training, client retention and motivation.

 This conversation has been lightly edited for clarity and length.

Athletech News: You specialize in HIIT, bodyweight mechanics and kettlebells. How do you incorporate these techniques into personalized training plans, and what benefits do they offer compared to traditional training methods?

Paulo Barreto: As much as fitness and training are vital parts of living a more vibrant life, I understand they can sometimes be the most challenging commitments one makes to oneself. By this, I mean that typical life chores and daily to-dos tend to take priority when choosing to carve out 30 or more minutes per day to dedicate to moving your body.

I like to incorporate intense and diverse workout routines where we can use a mix of strength compound movements with explosive and powerful exercises to get the most out of a workout in 30 minutes or less.

A wise man once said, “The best workout is the one that keeps you coming back.” So, I’ve found that breaking the monotony of slower and more boring routines with fast-paced workouts that require minimal equipment — such as bodyweight exercises and one heavy kettlebell — works well to keep my athletes engaged and eager for more. It helps eliminate the “barriers to entry” if all you need is a 6×6 area in your living room and one piece of equipment you keep under your bed. With fewer excuses, we achieve more.

ATN: Given your experience, you must have encountered clients with various obstacles and limitations. How do you approach these challenges, and what strategies do you employ to help clients overcome them?

PB: The most common limitations I’ve encountered are self-limiting beliefs. To overcome these, it’s crucial to help the athlete reframe the view they have of themselves in their mind. Changing their perspective requires them to feel safe and supported. 

Fitness is about becoming vulnerable in order to become stronger. We must first understand what we lack and what we need, and then know what we have to do to improve. It’s about creating a safe space where clients can cut through their excuses and truly understand the underlying reason they choose to temporarily suffer and work hard. This process fosters accountability and encourages consistency.

ATN: Your coaching style is described as a blend of toughness and support. How do you balance these elements to create a supportive yet challenging training environment?

PB: Support during the process is essential so that the athlete feels they don’t have to figure out the next steps alone. However, toughness is also necessary to hold them accountable. As humans, we often seek the path of least resistance, which can involve deceiving ourselves. If you ask any conscious individual whether an active lifestyle would improve their lives, I’d argue that the vast majority would say “yes,” yet most choose the opposite.

We manufacture lies and excuses to remain complacent and comfortable. Allowing a client to continue this behavior means you’re no longer equipped to guide them toward choosing the harder path. Therefore, I focus on fostering extreme ownership in my clients, helping them become true to who they are and what they need to do to become who they want to be. Being tough doesn’t mean being cruel, loud, or excessive; it means empowering their stronger self to take the lead in what they do next.

ATN: Your 75-mile paddleboarding journey across the Atlantic was both a physical and mental feat. How do you translate personal achievements into motivational tools for your clients?

PB: Completing a 75-mile paddleboard journey across the Atlantic, from Bimini to Florida, was a challenge that took me around 16 hours. Initially, I struggled to stay on my board and, in hindsight, my ocean training wasn’t entirely sufficient. Yet, I took on the challenge with the mindset of “I will figure it out,” although the figuring-out part took much longer than expected.

We launched our boards at 12:30 am, navigating the pitch-black ocean amidst a mix of excitement and fear. With every stroke, I grappled with thoughts of sharks and other marine life potentially swimming beneath me. My mental toughness was tested every minute, and my fortitude broke down several times, forcing me to rebuild it repeatedly.

The thought of quitting crossed my mind more times than I can recall, as my mind conjured up creative justifications for not completing the journey. Nevertheless, I kept paddling. It taught me many lessons, but perhaps the most impactful was that the only way to fail is to quit. This lesson applies to fitness, life, relationships and business – you can never fail if you just keep on paddling. This is the motivation and perseverance I aim to instill in my clients.

ATN: How do you and Hannah integrate the belief that fitness leads to a better life into your business model and translate that to your clients?

PB: Fitness laid the foundation for everything we have today in our lives and business. It was in the gym where we learned the power of delayed gratification, the importance of working consistently day in and day out, with the understanding that the compound effects would manifest later down the road. It’s where we realized that if we follow a plan and show up as our most formidable selves, giving our best effort, then achieving our goals becomes not a question of if but when. These traits are transferable to all aspects of our lives.

This journey begins with temporary suffering, leading to becoming a stronger human on the other side. The lessons we’ve learned are universal, even though their applications can be endless. Hence, our passion lies in igniting change in as many people as we can reach. We want them to discover these lessons for themselves and to strive for what they once thought was unattainable.

This philosophy has profoundly impacted our client base, encouraging them to see fitness not just as a physical journey but as a transformative life experience.

The post Trainer Talks: iFit’s Paulo Barreto Blends Intensity & Empathy appeared first on Athletech News.

Hannah Eden first made her mark as a CrossFit athlete in 2013, showcasing remarkable determination and skill. Her career took a turn in 2015 when she, alongside her husband Paulo, launched PumpFit Club, a premium boutique gym in Fort Lauderdale, Florida.

Amassing nearly 500,000 Instagram followers, Eden has successfully partnered with leading brands, harnessing her dynamic energy to inspire and motivate a global audience. She works as an iFIT and NordicTrack trainer, introduced the HEF Training App, and launched her own apparel line, FYR Apparel.

Athletech News spoke with Eden about her journey from CrossFit athlete to successful fitness entrepreneur, and her ability to use immersive training to reach people from all walks of life.

The following conversation has been lightly edited for clarity and length.

Athletech News: As a former CrossFit athlete turned entrepreneur, how has your athletic background influenced your business approach?

Hannah Eden: My entry into CrossFit was somewhat accidental, but I approached it with energy. I strongly believe in our immense capacity, and I put all of mine towards achieving the lofty goal of winning the CrossFit Games. Despite my strengths, I also had weaknesses and suffered a back injury.

By that time, I was already coaching my own classes at another gym. I had dedicated every moment to being an athlete, but then I had to face the reality that becoming a top CrossFit athlete wasn’t in my cards. I had this fitness side hustle and thought, “What if I applied as much effort to my fitness business as I did to being an athlete?”

Our first business venture was opening our gym in 2015. I had no business experience, I was just 23 years old, but I brought discipline, structure and goal-setting from my athletic background. If you aim to lift a certain weight, you plan and work towards it. If you fail, you revise your approach and try again. This method of setting goals, planning, and making small, consistent efforts towards a larger objective is a skill I transferred to my business.

ATN: What strategies have you implemented to stand out in the competitive fitness industry?

HE: When I started working with iFit around 2017, I was already doing my own thing, sending out written programming via email, which was the norm at the time. My previous work involved breaking down workouts into parts and leaving the audience to do it on their own. iFit, however, introduced a more immersive approach. We did the workouts together, live, with no cuts or edits.

This format allowed me to be authentic, to admit mistakes and be more human. I believe this approach made a significant impact in the fitness space. More than just showing we are human, this method allows for deeper conversations beyond the typical workout instructions. It forms a personal connection with our audience. While it’s a bit odd because they know everything about me, and I know little about them, it becomes real when we meet during in-person retreats. 

ATN: You’ve organized numerous charitable events. How do you balance philanthropic pursuits with running your business?

HE: I’ve integrated my personal brand with my business, making charitable events a part of what I do. Initially, as I grew on social media, I was unsure of my purpose. The idea of being recognized just for physical attributes or social media presence didn’t resonate with me as a lifelong mission. Then, I realized the incredible reach of my platform. It felt right to use it for something greater than myself, satisfying me personally while raising awareness and funds, and integrating with my business.

A pivotal moment was in 2017 when my best friend passed away from cancer. I wanted to retreat, but I chose to channel that emotion positively. I undertook a mission to cycle and run around Iceland in eight days. This effort aligned with my passion for fitness, my desire to give back and my business interests.

ATN: What are some of the biggest challenges you’ve faced as a fitness entrepreneur, and how have you managed to stay resilient?

HE: The journey as a fitness entrepreneur has been multi-faceted. Firstly, personal branding means a significant part of my life is public. While this was a conscious choice, it’s not without challenges. Not every moment is a high; there are tough times, like the loss I mentioned earlier. It’s crucial to understand my core values and maintain a strong support circle. Over the past 12 years, I’ve learned to establish personal boundaries about what I share and what I keep private.

The second aspect is the pursuit of success in the fitness industry, which brings substantial exposure. I remind myself that playing in the big leagues means facing big challenges too. It’s about staying true to who I am, regardless of external pressures.

Resilience involves not just facing personal and professional challenges, but also adapting to the evolving fitness landscape, especially with the rise of online training platforms and apps. The integration of digital tools into personal training and the impact of this shift on traditional models is another crucial aspect of staying relevant and effective.

ATN: How do you integrate digital tools into your practice, and what impact does this have on the traditional personal training model?

HE: The advent of digital tools has revolutionized the fitness industry. When I started, it was all about in-person or written training; there wasn’t a digital component like video, which has since exploded. This digital shift allows us to impact people globally, reaching far beyond our local communities. It’s empowering to think that our online posts or workouts can help someone in the remotest parts of the world.

As a coach, it has also enabled me to broaden my skills and expertise. The accessibility of online training has allowed me to pursue certifications that might have been challenging to obtain otherwise, like my pre and postnatal certification I did while pregnant.

I’ve learned to adapt my routines to make them accessible and scalable for different fitness levels. As an influencer, people often want to mimic what you do, which can be tricky. By using video, I can provide variations for different skill levels. This approach helps make fitness more inclusive and reduces the risk of injury for those who might feel overwhelmed. 

The post Trainer Talks: iFIT’s Hannah Eden on Forging an Unstoppable Mindset appeared first on Athletech News.

As an international coach and educator with over 20 years of experience empowering thousands worldwide, Hayley Hollander is a heavyweight in fulfilling human potential. Her leadership of a $90 million athletic club expansion and many other roles have cemented her expertise. 

Today, Hollander drives transformation through Pivotal, the coaching, education and consulting company she co-founded with Scott Hopson to help people and organizations gain clarity of purpose and develop mastery within their skill sets.

She holds credentials ranging from EXOS Performance Specialist to Gray Institute GIFT Graduate. An IDEA Personal Trainer of the Year finalist, Hollander creates life-changing experiences for her diverse clientele, from pro athletes to kids.

Athletech News spoke to Hollander about her precise, empathetic approach to personal training, the challenges inherent in training professional athletes and how the fitness industry can help solve the youth health crisis.

This conversation has been lightly edited for clarity and length.

Athletech News: What were some of the challenges and triumphs you experienced while serving as fitness director at Midtown Athletic Clubs and overseeing a $90 million expansion project?

Hayley Hollander:  The biggest challenge, metaphorically speaking, was like changing the tire on a car while it’s still running. We had to transform a facility from 35,000 square feet of fitness space into two buildings at Midtown Chicago. We had to close one building, reducing the fitness space to only 5,000 square feet, to accommodate 3,500 members at the time, and still run at 100% capacity with only 50% space.

There were a lot of challenges, including space, staff, and equipment. I had to design programming and opportunities for members to participate with coaches in a way that accommodated their interests, the space, and my staff. We eventually expanded to 400,000 square feet. Renovating and expanding the club meant closing and opening new spaces while under construction. It was a moving target.

My biggest triumph was successfully launching new programs during this stressful time. Another triumph was hiring new staff and training, educating, and keeping them busy. The outcome was that we made a profit while under construction, and at no point did we go into the red.

ATN: Can you elaborate on the founding principles of Pivotal and how the brand reflects your personal vision for the fitness industry?

HH: Pivotal was founded with a sole mission and vision to empower human potential. The name was chosen for its significance – “pivotal” is defined as a critical or vital moment. For many, a pivotal moment can change perspectives and future actions. We applied this concept to the movement space, where to pivot means moving to more than one location before returning to the starting position. Our goal is to help people combine all the key ingredients they need to empower potential in themselves and others.

Pivotal has three main avenues to empower potential. The first is coaching, which includes one-on-one clients, teams, and athletes. Second is education, where we offer live and online training for professionals worldwide, ranging from personal trainers to physical therapists and small business owners. Third, our consulting services are tailored to each client’s needs. Our consulting work varies, from creating innovative learning and training systems and curriculums, to empowering teams to fulfill their potential and drive productivity through leadership development.

ATN: What motivated you to help develop the Youth Movement Certification, and what impact do you hope it will have?

HH: This is a huge passion project that Pivotal is launching in 2024. Our tipping point came from learning about the current state of youth movement and recognizing the urgent need for change. Alarmingly, for the first time in history, our youth are expected to have a lower life expectancy than their parents. Movement, we believe, has an unparalleled influence on the cognitive, social, emotional and biological development of youth.

Currently, one in three children are overweight or obese, a number that has quadrupled since 1980. The reasons for this decline include limited access and opportunity, and negative influences from coaches and parents, leading to a high dropout rate from sports. This, combined with sports specialization, leads to injury risk due to excessive practice, competition and a lack of proper training techniques or understanding of scientific principles. The Youth Movement Certification is designed to change this paradigm.

ATN: What challenges and opportunities have you encountered while consulting for professional soccer teams in Brazil?

HH: In the fitness space, especially as a personal trainer, one often overlooks the intricacies of training athletes in a specific sport. Our work with a professional soccer team in Brazil involves collaborating with performance and strength and conditioning coaches. We focus on enhancing their knowledge and skill sets to deliver programming relevant to their phase and training volume. These coaches work with players ranging from under 10s to the professional teams, both men and women.

Our consultation often revolves around programming different workouts for various phases of the soccer season, which is 11 months long, from late January to early December. During this period, teams may play up to 72 games a year, which means about two to three games a week. Given the multiple competitions they participate in, like professional leagues, Olympics, and world championships, it’s a complex scenario.

ATN: In a competitive industry like personal training, what strategies can trainers use to differentiate their services and programs from others?

HH: To stand out in personal training, I divide my approach into two key areas: experience versus programming.

Focusing on the experience is crucial because people remember how you made them feel, not necessarily what you said or did. As a personal trainer, it’s about creating a connection with your client. It’s understanding where they are emotionally and physically when they walk through the door, and then crafting a session that elevates them from that initial state to feeling great by the end. It’s about building rapport, recognizing their current state, and guiding them to where they need to be.

The key is to align the session with their goals. If someone’s aim isn’t to run a marathon, you wouldn’t have them run on a treadmill. It’s about understanding their goals and creating an experience that aligns with these, rather than just focusing on the right exercises, sets, reps, or equipment. Clients need to feel valued, understood and better than when they first walked in.

The post Trainer Talks: Hayley Hollander on Empowering Human Potential appeared first on Athletech News.

Cori Lefkowith, founder of Redefining Strength, Mission Viejo, California, is passionate about empowering clients through health and fitness.  She opened her dynamic, in-person training facility in 2014, and then started carving her own niche in the industry. Her career growth involved taking traditional gym concepts, making them relatable and extending her influence into the digital realm.

Her journey from launching a local gym to becoming a digital fitness pioneer is a testament to her dedication to her craft. Lefkowith’s philosophy revolves around making fitness accessible, enjoyable and effective for everyone — regardless of their starting point. Her approach goes beyond workouts; it’s about cultivating a supportive community and fostering a deeper understanding of wellness.

Athletech News spoke with Lefkowith about how her original vision of a fitness community evolved into a diverse and expansive operation, and how her personal values and professional strategies have shaped the lives of countless individuals.

This conversation has been lightly edited for clarity and length.

Athletech News: You began with an in-person training facility, which rapidly evolved into multiple successful ventures. Was this always your goal, or was the evolution more of a surprise?

Cori Lefkowith: Initially, my goal was purely the in-person gym. My vision was to create a space where clients could feel empowered, enhancing their health and fitness in a supportive community environment. And I was keen on doing it my way, hence the gym. As a bit of a control freak, I quickly realized that seeing clients for an hour, even up to 5 or 6 days a week, wasn’t quite cutting it. I wanted to extend my support beyond the gym, addressing more than just their workout routines.

This is what led me to start writing blogs, making YouTube videos and developing digital programs. I aimed to provide them with resources and support around the clock, to facilitate change whenever needed. Observing the effectiveness of these tools with my in-person clients, I began to broaden their accessibility online.

At the onset of building the online aspect of the business, I focused on offering ready-made digital programs. However, I soon noticed that I lacked the means to ensure clients were actively using what they purchased. This realization prompted me to create my coaching program. As it grew, I saw an opportunity to help my trainer friends secure fulfilling jobs while providing my clients with the support and attention they deserved. It was a win-win for everyone involved!

ATN: What are the primary obstacles or mistakes that prevent trainers from succeeding?

CL: As trainers, we have a passion for exercise and nutrition. However, not all our clients share this passion, at least not initially. Many come to us feeling overwhelmed, intimidated and bombarded by fad-diet clutter.

A common mistake I see among trainers is attempting to sell these clients on a lifestyle drastically different from their current one, sometimes even instilling guilt, which I believe hinders clients from making a change. This isn’t done intentionally; it’s more about prioritizing what’s “right” over the client’s immediate needs.

Trainers often push standards that don’t seem realistic or sustainable for those just starting out, creating a disconnect that can impede meeting clients where they currently are. This not only limits business growth but also the potential to help people change. The more focused you are on the individual client’s needs, rather than an ideal or where you want them to be, the more effective you’ll be in facilitating their embrace of change.

ATN: You’ve successfully harnessed social media. What resonates with your audience about your content?

CL: The most frequent compliment I hear, which I also strive for, is that I’m “real.” I don’t shy away from being vulnerable or sharing my experiences, nor am I afraid of criticism for my opinions, which may deviate from some industry standards. But I also don’t make my content about me. It’s about normalizing the difficulty of the journey and showing that change is achievable. My approach combines education with a genuine presentation that reflects all facets of the experience.

ATN: Do you have any tips for trainers looking to succeed on social media?

CL: For trainers starting their online journey, I suggest focusing not on themselves or their achievements, but on what they can offer others. Share your knowledge generously, don’t hold back and address the real questions your clients have. Use their language to connect with them, meet them where they are and educate them further as they gain confidence and trust in you.

It might feel like giving away too much for free, but this generosity is what convinces clients that you are the right fit for them. Want to stand out? Give honestly and earnestly of yourself, wow them and show them you can truly be the support they need.

ATN: Is functional fitness still a primary focus of your programs? What about this approach appeals to most people?

CL: Functional fitness remains a central focus of my programming. My aim is for clients to not only look their best but also feel and move their best throughout their lives. I advocate for quality of movement and independence in daily life. However, my definition of functional fitness has evolved. I no longer limit it to specific training methods but see it as an intentional approach to movement and quality. The mind-body connection is crucial. We emphasize proper form and movement patterns, as well as muscle recruitment patterns, to ensure correct execution of movements. While I incorporate specific movements tailored to each client, I do so in ways that align with their preferred training styles.

Consistency is key to results, and people won’t consistently engage in activities they dislike. This approach makes the sessions enjoyable, built on fundamental movements that are beneficial, combined with diverse techniques that keep things interesting and engaging. My goal is to empower clients, ensuring that part of their workout experience is not just about performing exercises but also understanding why they’re doing them.

ATN: Looking forward, can you share any insights on your plans to expand or offer new services?

CL: Our business is in a constant state of evolution, always aiming to align with what our clients need. For 2024, we’re particularly excited about introducing new nutritional programs, developed in collaboration with our expert dietitians, like Michelle Alley.

We’re also planning to extend some of our internal training programs for coaches to trainers outside our organization. I believe being a coach is one of the most rewarding jobs, with the potential to profoundly impact others’ lives. Our focus is to reach clients in ways that genuinely help them achieve lasting changes, and we’re continually adapting our offerings to ensure this.

The post Trainer Talks: Cori Lefkowith Embraces Online Fitness, Social Media appeared first on Athletech News.

Trainer Kira Stokes has 28 years of experience in the fitness industry and more than 11 certifications, but is seemingly only getting started. She created The Stoked Method, a fitness approach focused on precise movement patterns and a deep mind-body connection. It offers a diverse range of workouts, from the high-intensity “Stoked Shred” Series to the strength-focused “Stoked Strength” Series and the fusion of Pilates, barre, and mobility exercises in the “Stoked AthletiCORE” Series.

The Stoked Method is part of the larger Kira Stokes Ecosystem, offering a suite of products and tools to guide individuals on a holistic wellness journey. From the KSFit app to KSFit Fuel, a nutritional guidance program, and a line of products and gear, each element is meticulously planned with science in mind.  

At almost fifty years old, Stokes shows no signs of slowing down. Athletech News spoke with Stokes about her background, the guiding principles behind her workouts and brand, and what’s next for KSFit.

The following conversation has been lightly edited for clarity and length.

Athletech News: What got you interested in pursuing this career path? 

Kira Stokes: In my sophomore year at Boston College, I had an epiphany. I wanted to make fitness, my passion, into my profession. It started in a dorm room where I would gather my roommates. Before we went out, I’d get everyone in the common room and do “Buns of Steel.” At the same time, I’d be coaching them aside from just watching the video. I truly fell in love with coaching others. I just loved how it made others feel and how it made them feel. I felt like I could use my background in psychology in a really positive way.

People can figure out more of what is going on with them while they’re moving versus when they’re static. I didn’t know I would teach group fitness at that time, but when you do personal training, you are really like a psychiatrist. As their body warms up, so does their brain and their capacity to express themselves. I wanted to make someone healthy and feel their best internally and externally – help them through whatever they want to work through.

Now, for my workouts, each move purposefully flows into the next. It is science-backed and feels really amazing. It is connected to your mind and your body, and it keeps you really focused throughout the entire workout. There is a continuous flow of movement. As the app has evolved and the subscriber base has increased, it’s been amazing to get the feedback that they don’t have to look at the screen; they can just listen, and they feel amazing from the flow of movement.

ATN: How did you build the KSFit brand?

KS: The same methodology I use with training is the way the KSFit brand came to life — gradual and sustained progression and improvements over the course of the last 28 years.  From my personal training days in Boston to the now global-reaching brand that includes the KSFit App,  the Stoked line of products and gear, and KSFit Fuel (the monthly nutrition plan offering), each arm of the business has been built brick-by-brick. It was not an overnight sensation, but rather a strong focus on incremental growth and staying true to the Stoked Method and who I was as a trainer. It was also imperative that I keep a strong pulse on the community we’ve built and really listen to what Stoked athletes were craving and needing.

I think it’s important to first identify what your brand is. The number one thing is to take the time to gain the knowledge and the education to have the skills behind you. My brand has evolved over time but it hasn’t changed. Honing your method and understanding what made your training different than others is really important. When you have a methodology, it has to be something you stand by 100%.

From a business mindset, I know the importance of having functional and portable equipment. I thought: why not create my own equipment? I wanted a beautiful aesthetic and colored equipment. It fits in with your décor, it’s not an eyesore. I wanted it to appeal to both males and females. It was important that the brand color was seafoam green because I get most of my inspiration from the water. There is meaning behind everything I do. The product development had to be of the highest quality and make people want to use them. That’s something that I’ve really relied on my team for. It took so long to find brands that were of good quality, and I realized I couldn’t do all of this. I have to be hands-off with some things. You do have to let go and trust that your team will provide you with what you need.

ATN: What sets KSFit apart from the competition?

KS: We’re not just offering another workout — we’re offering an entire ecosystem of fitness and wellness products to live as your healthiest and happiest self. Every tool is science-backed with almost three decades of expertise and science built in — from the Kira Stokes Fit app to KSFit Fuel to the Stoked line of products and gear. We also offer diverse and quality expertise from leaders in every field. KSFit Fuel partners with acclaimed nutritionist Dr. Jamie Schehr to cut through the noise of “dieting gimmicks” and give you easy steps to eat better to fuel your workouts and your healthy lifestyle.

On top of all of this, the Stoked community are some of the most encouraging, inviting, and engaging humans on the planet. Of all the products, accolades, and work put in, this community is what I am most proud of and what I feel truly sets us apart from any other fitness offering out there. There is nowhere else where you get this level of content and community at such an affordable price. 

ATN: How did you shift from individual training to group training, and then into digital content? 

KS: What’s always hard is when you are trying to impact a large amount of people; no two bodies are the same. As a trainer who does specific programming for each person, the programming has to make sense for everyone doing the app. You have to find a way to program for the weakest and strongest person in the room. There are certain movements that just won’t translate on the app. There are certain moves that you may see me do with a client that you will never see on the app because the mass population probably can’t be expected to do that.

When you create quality content, it never goes out of style. The content that was on the app since day 1 is still on the app from last week. It might just be a little more foundational. But that’s the beauty of it. It’s timeless. There’s no gimmick. It’s not a fad. It’s science-backed. It makes sense for the person who is just subscribing to the app today to do Stoked in 7 and then progress to Super Stoked in 7, etc.

ATN: What’s next for KSFit?

KS: In 2024, we’re looking forward to forging relationships with key corporate partners to bring more of a global reach to the KSFit brand. We’re also investing heavily in offline and online experiences — bringing the Stoked athlete community together. 

The post Trainer Talks: How Kira Stokes Built a Top Fitness Brand appeared first on Athletech News.

Michael Piercy, MS, CSCS*D,  believes everyone is an athlete. Drawing inspiration from Nike co-founder Bill Bowerman, who said “If you have a body, you’re an athlete,” Piercy believes we all possess innate athletic qualities.

It’s a perspective that underscores his belief in the universal potential for fitness and personal improvement, a principle he eagerly shares in his training sessions.

Piercy, founder of The LAB Performance & Sports Science, Fairfield, New Jersey, played baseball with three major league organizations in a previous professional life and has an unwavering passion for coaching and personal training. 

His commitment is not just to the physical training of athletes, but to their overall development as individuals.

“How can we help them not only become great athletes but also great people? That excites me,” he says, highlighting a holistic approach that seems increasingly rare in today’s specialized and often commercialized athletic world.

Athletech News spoke to Piercy about his performance training approach and his vision for shaping future athletes through measured coaching.

This conversation has been lightly edited for clarity and length.

Athletech News: Do you have a formula for integrating your extensive range of certifications and training modalities into a cohesive approach for your clients?

Michael Piercy: Having spent my life playing baseball, I’ve learned the importance of adapting. Each team has a hitting coach with a particular style. The worst thing you can do is try to integrate all of that philosophy into your style. Each person might offer one thing that helps, and you integrate that.

Certifications are a great place to find information and you never know when something you read or watch will resonate with where you are in life. With certifications, I consider how to integrate different elements for the athletes we work with. We look at the injuries and issues prevalent in sports and consider how our philosophy can help prevent or address them. It’s about constantly learning and having a knowledge base to draw from.

In my early career, I tried to use everything I learned and bombarded clients with it, which they hated. It was discombobulated and disjointed. Now, I tell my coaches it takes many reps to find out who you are as a coach. You’ll realize what you believe in and what works for you. We have a process for coaching athletes that we believe works, but it’s ever-changing.

ATN: How has your experience in professional baseball influenced your training philosophy and methods at The LAB?

MP: My experience has significantly influenced my approach. Drawing from a base of personal experience as an athlete is invaluable. My athletic background doesn’t necessarily make me a better coach than someone else. It does, however, give me insights and understandings that others might not have. As an athlete, I understand when an athlete is not giving their all, or when they’re genuinely exhausted. I know what it’s like to go through a hitting slump or a crisis of confidence. This allows me to help athletes navigate these mental and emotional challenges more effectively.

Youth athletics has become a highly commercialized industry. When I was growing up, sports were simpler and more recreational. Now, there are layers of coaching and training, and sometimes young athletes participate not out of passion but to avoid disappointing their parents or because they’re naturally good at it, not because they enjoy it. It’s important to encourage athletes to do it for themselves and to understand where they are mentally.

ATN: What qualities do you foster in the personal trainers/coaches you mentor?

MP: I enjoy hiring young coaches with a passion for the craft. Being a former athlete is a plus, but it’s not mandatory. The key qualities are devotion to improvement and a willingness to ask important questions, like where they see themselves in 5 years.

In our industry, many people leave within 2 years because they can’t make a living. It’s crucial to be patient, kind, and professional. Being liked by people can compensate for some mistakes. Professionalism and respect are vital.

Mentoring young coaches involves teaching them to focus on details, like being punctual, dressing appropriately, and communicating effectively. It’s about planning and preparing rather than improvising at the last minute. They need to be willing to develop themselves, which is challenging in an unregulated industry.

ATN: How do you stay ahead of evolving fitness trends and incorporate new findings into your training programs?

MP: I try to stay in my lane, where my attention is focused. For example, I don’t do hitting and fielding with baseball players anymore unless it’s a specific situation. There are academies and experts who specialize in that and understand the latest trends. I focus on what I do every day, which is working with athletes.

Living in “your space” helps you embrace market changes. Like the saying goes, if you read about an investment in the paper, you’re already too late. This applies to our industry as well. Some people jump on trends like online fitness when they’re already oversaturated. Instead, staying ahead of market changes and understanding where things are going is crucial.

ATN: How will the future of fitness training evolve, and what role can The LAB play?

MP: The future of fitness training is about embracing technologies and evolving our roles, but it also requires the prerequisite education. It’s easy to show someone the latest exercise trends, but at the end of the day, it’s about packaging what we have to provide value. There’s a change in the industry, and we need to adapt.

At The LAB, we focus on training the total athlete, not just physically but mentally, and in terms of recovery as well. We’re constantly looking for what we can add to our formula to help athletes improve in all aspects, not just the elite ones.

Growing up, I didn’t have a mentor for certain skills, so I had to teach myself how to hit a baseball by reading books. My goal, and our goal, is to give kids every tool they need to be successful, not just as athletes but in life. I believe uncoachable kids become unemployable adults. We want to develop young athletes not just in their skills but also in their confidence and ability to communicate.

As for the future, we’re excited about incorporating the latest technologies and methodologies. We’re moving beyond traditional assessments to more comprehensive approaches that genuinely excite and engage athletes. We’re proud to be a place that prioritizes development, a rare feature in today’s sports landscape.

The post Trainer Talks: Michael Piercy on Developing Your Inner Athlete appeared first on Athletech News.

In the crowded world of fitness, Noah Neiman stands out for his blend of pioneering spirit and a deeply empathetic approach. Co-founder of Rumble, a boxing-inspired fitness empire, and partner in Honeybrains, a health-focused restaurant, Neiman is more than just a fitness entrepreneur; his maverick energy is helping to reshape personal training and wellness.

His journey from grappling with ADHD and Oppositional Defiant Disorder in his youth to becoming a fitness beacon is not just inspiring, but also a testament to the transformative power of physical discipline and mental resilience.

Neiman believes in the power of fitness to change lives, as it did his.

Athletech News spoke to Neiman about his unique leadership style, marked by empathy, listening and empowering others, to find out how he channels his abundance of energy into building businesses and helping others find the joy of movement.

This conversation has been lightly edited for clarity and length.

ATN: You’ve overcome significant personal challenges. Can you share more about how these experiences have shaped your approach to personal training and fitness?

Noah Neiman: They say the best businesses are born from passion, and for me, fitness has always been my lifeline at every crucial moment. As a kid, I often found myself being kicked out of classes due to my boundless, unfocused energy. Early on, I discovered strength training. I learned, fortunately at around 12 or 13, that taking care of my physical body helped me manage my emotional and mental well-being. I was still a troublemaking kid, but without boxing, strength training, jujitsu, football, and other organized sports to give me focus, I believe my life could have taken a much darker turn.

Throughout my life, whenever I felt out of control, whether due to a job I hated or personal issues like anxiety or depression, I turned to training. I knew I couldn’t simply force myself out of those feelings, even the strongest minds struggle with that, but I could immerse myself in physical activity. Putting on gloves to hit a heavy bag, sparring, doing sprints – it was all a way to divert my mind from troubles and focus on something constructive.

Fast forward 20 years, after various twists and turns in my life, I found myself jobless and directionless, but once again, fitness saved me. I stumbled into a fitness studio, got a job offer on the spot, and after five years, I met my partner Eugene Remm. Together, we started Rumble, which has 67 open studios internationally.

Rumble was born out of a desire to bring something authentic to the fitness space, influenced by my unique experiences and training methods.

ATN: As someone who has been involved in various fitness ventures, what innovations do you think are most necessary in the personal training industry today?

NN:  My approach to innovation, regardless of the venture, is to strip things back to the essentials. Whether it’s Honeybrains, the restaurant I’m partnered with, or Rumble, the focus is always on providing an experience that makes people healthier, stronger and better. It’s not about spending your whole day at these establishments, but about getting a dose of positivity and then taking that energy into your own world.

Take Honeybrains, for instance. The menu, developed by two doctors, is designed to promote healthy cognitive function with nutrient-rich foods, catering to various dietary needs. This focus on well-being is what I want people to associate with any project I’m involved in. That, to me, is the core of innovation.

In terms of technological advancements, like stat trackers and class trackers, these are certainly innovative. However, in a world where entrepreneurial manipulation is rampant, being genuine and focused on truly improving people’s lives is an innovation in itself. It’s about asking, “Is what I’m bringing to this world going to positively impact people’s lives?” and “How does it solve a problem for my customers?”

ATN: What key leadership qualities do you prioritize in your training approach?

NN: The first key quality is listening. Most people think leaders are just about commanding their team, but that approach has never worked for me. True leadership is about understanding and empowering your team. You can’t do that if you’re isolated in a boardroom. Another important quality is confidence. My father taught me that people might not remember what you say, but they will remember how you say it. When I lead a meeting or even a Zoom call, I bring energy and passion because I believe in the impact of what we’re doing.

Leaders need to empower their teams, remembering that it’s not about them. Being a great entrepreneur can sometimes be a hindrance if you’re too stubborn or self-focused. I’ve learned that you need to give your team an authentic voice and create a community that supports and promotes your vision. This is how you maintain brand consistency and stand out. I didn’t create Rumble alone; it was the effort of many people.

ATN: What key trends do you foresee in the personal training industry?

NN: I hope to see a widespread adoption of more people simply moving their bodies and getting involved in various fitness activities. Companies like Xponential Fitness, for instance, offer a range of modalities, from boxing to rowing to dancing, making fitness more accessible and diverse. The key is making it financially digestible, especially considering the current economic strains.

(Another) trend I see, and hope to foster, is a genuine concern for societal health. We are facing a situation where physical inactivity, obesity and poor diet are prevalent. Through my ventures, I aim to offer solutions to these problems, making healthy living more attainable and appealing.

ATN: What advice do you have for personal trainers looking to succeed in the fitness industry today?

NN: Focus on the fundamentals. Don’t feel pressured to showcase your uniqueness with elaborate exercises. What matters is your ability to energize and motivate clients with consistency, even through basic routines. It’s about making fitness enjoyable and sustainable. Success in personal training and fitness trends hinges on empathy, understanding, and consistency. It’s about removing ego, listening to your clients, and providing workouts that are both effective and enjoyable. This approach will not only benefit the clients but also help trainers build a loyal and satisfied clientele.

In this era where everyone claims to be an expert, I’ve never dictated a single way to do things. My philosophy is about understanding the importance of movement, regardless of the form it takes. We often get paralyzed by what we think we should be doing, rather than just taking that first step.

As for technology in fitness, I love it. Devices that track your performance, like punch trackers, are fascinating. They’re great for accountability but aren’t essential. I’m intrigued by tech innovations like the AI-powered boxing bags that can analyze and improve your form. They’re novel and expensive, but they represent the kind of advancements I enjoy.

However, the industry often pushes these gadgets for profit, which I understand, but I’ve always aimed to balance business with genuinely serving the community. My mantra, inspired by Steve Jobs, is to focus on the product, not the profit. The fitness industry needs to apply this more, moving away from guilt-inducing gimmicks to genuinely helping people.

The post Trainer Talks: For Rumble Co-Founder Noah Neiman, Fitness Is a ‘Lifeline’ appeared first on Athletech News.

In the dynamic world of fitness and health, Matt Wright, chief growth officer at Fort Athletic Club in Oceanport, New Jersey, stands out. He lives by Zig Ziglar’s quote, “You can have everything in life you want if you just help enough other people get what they want,” and relies on his background in kinesiology and sport and exercise psychology to help transform lives.

At the heart of Wright’s philosophy is the concept of community-centric fitness. He believes leadership extends beyond the gym floor. Wright embodies the ethos of continuous learning and adaptation, and his efforts in building supportive networks, both in personal and professional spheres, highlight the importance of collaboration and shared growth in achieving success.

Athletech News spoke to Wright to get his visionary take on how gyms can generate revenue with personal training while treating staff exceptionally well.

This conversation has been lightly edited for clarity and length.

Athltetech News: You’ve held several roles in the fitness industry. How has this prepared you for what you’re doing now, as the chief growth officer at Fort Athletic Club?

Matt Wright: What has helped me reach this point is my experience in various aspects of the fitness industry. Initially unsure about my career path, I remember being asked about my interests to help guide my decision, ultimately leading me to discover kinesiology. This was a pivotal moment, as it influenced my later decision to pursue a master’s in Sport and Exercise Psychology, with an emphasis on leadership and management.

I believe that the physical aspect is just a small part of our role in the health and fitness space, especially as a personal trainer and entrepreneur. Learning from others in the industry was crucial for my growth. I observed my bosses, emulated their successful strategies, and learned from their interactions with clients. This observational learning was vital in my transition from a personal trainer to a site director, fitness manager and ultimately an adjunct professor.

I’ve always valued trust, communication and understanding – principles that I apply both in my personal life and in my professional interactions. My leadership style has been influenced by concepts learned during my master’s program, particularly the emphasis on collaborative and adaptive leadership.

ATN: Your fitness facility’s personal training department generated $1 million within the first 2 years of being open, on the heels of the COVID lockdowns. How did you do this?  

MW: We opened our club in October 2021 and achieved nearly $770,000 in personal training revenue in our first full year. This was an unprecedented achievement in my experience, surpassing the annual revenue of other clubs where I’ve worked for several years. Now, we’re on track to hit around $1.1 million in our second year.

A key to this success was our innovative approach to recruiting trainers. We immediately placed four trainers on a base salary, benefits, and a 35-hour workweek. This strategy was implemented during our pre-opening phase when we had just a few hundred members. We swiftly filled their schedules with assessments and floor work, and even had them help at the front desk making smoothies, emphasizing the importance of cross-training (working across different departments).

I liken our approach to Apple’s customer service model, where staff are versatile and knowledgeable about all products, not just specialized in one. This has been vital in elevating our trainers, which has always been my focus. We started without a tier system, introducing it only after reaching our two-year mark, along with a continuing education reimbursement plan. We also plan to introduce a retention bonus to encourage long-term commitment, which is a significant investment for a new company.

Our training department is a key differentiator for our club. I strongly believe in the self-determination theory, which emphasizes autonomy, relatedness and competence. This approach, coupled with our willingness to take calculated risks, has set us on a path to potentially achieve $2 million in revenue by our fourth or fifth year.

ATN: You’ve created several unique boutique experiences within the facility. Why did you do this, and how it might reflect larger needs (or opportunities) in the industry?

MW: I began at the Fort Athletic Club initially as a consultant. That’s where I met our CEO Scott Marchakitus, and we co-founded Earn Your Stripes, a separate entity that we aim to franchise. We focused on creating a unique fitness experience, inspired by the success of brands like Orangetheory and F45. Our vision was to create spaces that were both inclusive and exclusive, transforming each area to offer a distinct atmosphere.

We offer creative fitness options, akin to visiting different stores in a high-end shopping mall. Each space within our club offers a unique experience, whether it’s our hot yoga studio, our cinematic cycling program, our less=intimidating hybrid studio for various fitness levels or our adaptive circuit space.

Our strategy includes storytelling, which I strongly believe in. Stories resonate more deeply than facts or figures. They create connections and memories. This narrative approach is evident in every aspect of our club, from the design choices to the reasons behind each program. It’s about creating an immersive experience that goes beyond just exercise, connecting with clients on a more personal level.

ATN: Share more about Earn Your Stripes. How did you develop the concept, and what are your future plans?

MW: Earn Your Stripes is a military-inspired studio workout that resonates with a sense of patriotism and community. We believe that rewarding and acknowledging achievements significantly boosts participant engagement and satisfaction.

The unique aspect of Earn Your Stripes lies in its feedback and reward system. We understand that fitness goals take time to achieve, so we focus on celebrating immediate accomplishments, like completing a set number of workouts within the first month. This approach boosts confidence and encourages continued participation.

Our program is designed to be both transactional and transformational, rewarding physical performance while also attending to the mental well-being of our members. Participants can earn stripes through monthly challenges, with each level representing a progression in their fitness journey. This gamification element is crucial, especially for a generation accustomed to screen interaction. It transforms exercise from a routine task into an engaging, rewarding experience.

We’re also developing specialized programs for kids and older adults. Our goal is to create a versatile studio that operates efficiently throughout the day, offering accessible workouts for members at any time. It’s about creating a community where every member feels valued and motivated to pursue their fitness goals.

ATN: Your business philosophy is about building community and having a tight fitness family that supports each other. How does this approach also generate revenue?

MW: One key philosophy we embrace is the concept of not leaving your family behind, mirroring our commitment to becoming a staple in the community. This ethos is encapsulated in our motto “the Fort Fam,” symbolizing a reliable support system for our members in times of need. This approach has been key, especially in the wake of the pandemic, which brought to light the importance of connection and mental health. We aim to impact not only our 2,300-plus members but also their extended networks, including families, workplaces, and friends.

I’ve been shaped by my own family’s emphasis on learning and growth. My wife Megan has been a pillar of support and inspiration. Her selflessness and resilience have been a constant source of motivation. Our relationship has been instrumental in balancing my entrepreneurial journey.

ATN: What trends are you seeing in the industry that personal trainers need to get on board with?

MW: A major trend I see in the fitness industry is the crucial understanding of time management. I advocate for fitness professionals and entrepreneurs to plan their days meticulously, just as they would budget their finances. This focus can turn unexpected free time, like a client cancellation, into opportunities for personal development or networking.

Another key trend is the growing emphasis on recovery and stretching, which has gained traction with modalities like assisted stretching. It’s essential to obtain the right credentials before offering such services. Recovery is crucial and starts immediately after a session. 

Online programming is popular, but it’s vital to tailor programs to individual clients, adhering to the ethical codes of our certifications. 

The post Trainer Talks: Matt Wright on the Power of Community-Centric Fitness appeared first on Athletech News.

There is money in menopause, but personal trainers and gyms aren’t meeting this massive market with the respect it deserves. This is one of the many take-home messages from Maria Luque, Phd, an Austin, Texas-based personal trainer, fitness and menopause expert, and health science professor. 

Luque, owner of Fitness in Menopause, says that even though “menopause is having a moment,” she doesn’t see personal trainers rising to meet the challenge in sustainable, smart ways that nurture clients. This translates into flat results, disappointment and a veritable hamster wheel of misinformation about a demographic that many personal trainers would benefit greatly from serving.

This niche is growing, and it reveals many pain points and opportunities. The annual global economic impact of menopause, between productivity loss and healthcare costs, is estimated at $150 billion, according to Bloomberg. In 2030, the menopausal population will be 13.15 million, comprising nearly half of the entire female population. There are 75 million women in the U.S. who are in the transition, with 6,000 entering menopause every day. 

Although the opportunity is clear, Luque says personal trainers and coaches are dropping the medicine ball when it comes to providing programs that meet women where they are. 

“Women need sustainable solutions that address menopause as the multi-layered challenge it is and not a disease that needs to be cured,” Luque says. 

Athletech News spoke to Luque to get her perspective on this massive market and thoughts on how personal trainers can stake a claim with programs that focus on quality of life instead of quick fixes.  

This conversation has been lightly edited for clarity and length

Athletech News: Why did you choose menopause fitness as a niche? 

Maria Luque: I chose this path because my doctoral dissertation centered around menopause and its impact on quality of life. While getting my PhD, I found myself surrounded by middle-aged clients, most of whom were either going through menopause, perimenopause, or transitioning to post-menopause. They were experiencing significant challenges, and I was beginning to realize that my usual fitness approaches no longer yielded the same results. That’s when it struck me that there must be a different way. So, I seized the opportunity to align my dissertation research with this critical topic. 

ATN: What mistakes do you see personal trainers make when attempting to serve menopausal clients? 

ML: I’ve noticed that this particular segment of clientele, women in midlife and beyond, has been treated much like everyone else. It’s as if a one-size-fits-all approach is applied, treating a 20-year-old woman the same as a 20-year-old man. Sadly, many trainers follow this very linear approach to fitness, assuming that men set the standard for training. However, as we enter midlife, attempting to train women the same way we do younger individuals just doesn’t cut it. The hormonal landscape has changed significantly, and this approach does them a disservice.

What’s crucial for trainers to understand is that menopause is not a linear journey; it’s more like an up and down roller coaster ride with many unknowns. Trainers need to be flexible and adaptable. They might have a plan in mind, but if a client comes in saying they haven’t slept in three days, pushing them through an intense workout isn’t the solution.

I encourage trainers to approach movement as a buffet rather than a fixed menu. If high-intensity workouts and cardio were your main entrees, it’s time to add some variety that can address specific needs, like improving sleep or reducing muscle aches. Trainers should encourage clients to assess their bodies and emotions each morning, almost like taking a daily inventory. This flexibility and fluidity in designing workouts can greatly enhance a woman’s experience during menopause and improve her quality of life.

ATN: Let’s delve into client barriers. What are the biggest obstacles you’ve encountered when finding and serving clients? 

ML: There are several barriers, with the most prominent being that many women still view weight loss as the ultimate goal during menopause. They seek the same solutions they always have, so for someone like me, who aims to shift their perspective and improve their experience, it can be challenging. I’m upfront about not guaranteeing weight loss, but I promise to help them feel better, which may eventually lead to weight loss. Setting these realistic expectations is crucial because women often come in with unrealistic ones.

The second barrier is the belief that they have no control over menopause. Consequently, they’re not actively seeking genuine solutions. They fixate on superficial aspects like weight loss and fail to address the broader picture. It’s like trying to hit a single target with a sniper rifle when menopause is a multifaceted challenge, akin to a game of Whack-a-Mole.

The third barrier is the proliferation of misinformation about menopause and the quick fixes being peddled. Many women are sold on the idea that a program, diet, or product can magically solve their menopausal challenges. Sadly, this prevents them from making real, lasting changes. 

ATN: Can you provide an example of how you tackle these challenges and share any unexpected ones that caught you off guard?

ML: When someone reaches out to me, I engage in a lengthy consultation to set realistic expectations. It’s crucial for me to gauge if I’m the right fit for the client, and vice versa. I don’t take on clients randomly; I want to ensure we’re a good match. During this initial conversation, I often find myself addressing common myths.

One of the main misconceptions is that they believe they’ve been doing everything right and that they’re in complete control. They feel bombarded by external factors, especially through social media, which constantly feeds them conflicting advice. The key is to help them step back from this chaotic information overload. Once they grasp this, you can sense the relief, and they become more receptive.

This shift in perspective is crucial because many women come to me feeling unheard and frustrated by past experiences. When they finally feel validated and part of the solution, it’s a pivotal moment.

ATN: Are you considering expanding your coaching services?

ML: I’m on the verge of relaunching my updated coaching program. My plan is to create a “coach the coach” program to train other coaches in my approach. This way, I can extend my coaching reach by hiring personal trainers who can do what I do. There’s a significant gap in the market, and I don’t think we’re anywhere close to meeting the demand. However, there’s progress being made.

ATN: Are there enough personal trainers serving this market?

ML: There’s been a surge in new programs and certifications specifically focusing on menopause. I was among the first to create one, but now there are larger organizations and experts with extensive knowledge in endocrinology and comprehensive menopause certifications. These courses delve much deeper into the subject than I think is necessary for most trainers.

However, there’s still a lack of willingness among some trainers to invest in this education. They may not fully comprehend the need for a different approach when training women in menopause. But things are changing slowly. As more trainers realize the market size that remains underserved, they’ll recognize the immense opportunity in becoming an expert in this field.

ATN: What essential business advice do you have for personal trainers looking to serve this audience?

ML: There’s a significant missed opportunity in the fitness industry, especially for larger gyms. Many gyms have successfully created programs targeting specific demographics, like CrossFit-style group workouts. However, there’s a vast, underserved demographic of midlife women who have specific needs related to menopause.

There’s a tremendous amount of money in this demographic. The economic impact of menopause is substantial and women experiencing menopause often miss work due to symptoms. Therefore, there’s a huge opportunity to develop wellness programs specifically focused on menopause.

Gyms could create programs that emphasize wellness, quality of life, and symptom management, rather than just weight loss. Marketing these programs effectively, with appealing names and descriptions, can help attract and cater to this demographic. Additionally, workplace wellness programs could also benefit from including menopause wellness as part of their offerings.

Addressing the unique needs of midlife women during menopause in a respectful and compassionate way can not only be financially lucrative but also fulfill a significant societal need without resorting to predatory practices. It’s about genuinely serving and understanding this demographic and improving their quality of life.

The post Trainer Talks: Maria Luque on the Menopause Fitness Market appeared first on Athletech News.

P.volve, a fitness company founded in 2017, has been making waves in the fitness industry with its unique approach to exercise. The company’s mission is to help people achieve their fitness goals through functional movement and low-impact exercises that are gentle on the joints while still providing a challenging workout. Antonietta Vicario was recently appointed as P.volve’s Chief Training Officer and has a unique role within the organization that straddles content development and strategic planning. Athletech News spoke with Vicario about her new role and her goals for the organization. 

Athletech News (ATN): Can you walk me through a typical workday and how your responsibilities are divided between training and other tasks, such as working on teacher training protocols, studio management and collaborating with the executive team?

Antonietta Vicario: Sure, my role at P.volve is quite unique, and my workday can be pretty varied. As P.volve is an omni-channel solution, with studios, franchises, digital content and live classes, my work involves a lot of different aspects of the business. A typical day for me involves some physical activity, like teaching live classes or recording content for on-demand classes. Sometimes we rehearse this content with the clinical advisory board, especially when creating content that caters to specific life stages or musculoskeletal conditions. On the studio side, we recently opened our first franchise in San Diego and have 15 more sold franchises. I focus on creating and refining our teacher training protocol and program, ensuring it’s built to scale by finding efficiencies and working with new trainer talent. I approve trainers before they’re on the schedule, and I work with the executive team to ensure our members are at the heart of our decisions. This includes representing functional movement and the brand, and being aware of what our customers are curious about and excited by. My team and I are like the front lines of the brand, and I love being a part of strategic decisions like what equipment should be in our starter kit. Overall, I would say my workday is around 30-40% physical activity and 60% behind the scenes work, like management and building for different business verticals.

ATN: Could you explain the thought process behind creating innovative pieces of equipment?

Antonietta Vicario: We conduct user testing before we launch any piece of equipment. Our head of product designs it, and we work together to create something unique. Our equipment is mostly proprietary, and we have patented pieces that are amazing, such as resistance bands on the outside of an exercise ball, or equipment that can be taken apart and put together to perform various exercises. This type of innovation is exciting, but we also need to test the product by working with it in the studio and identifying any limitations or adjustments needed. After that, we conduct user testing to ensure the equipment meets the needs of our consumers.

We haven’t added any new physical equipment recently. As we expand our business with the goal of having 200 franchise units by 2025, we are focusing on the products we already have. We are figuring out what equipment is best for people who want to sample and try our products and what onboarding process will work best. We recognize that our consumers have different needs, so we are focusing on what equipment will be best for different goals. For example, a woman going through menopause may benefit from the P.ball, which addresses pelvic floor issues. Someone who wants to build and sculpt their booty might benefit more from the heavy bands.

One thing that makes P.volve unique is our understanding that fitness is not one size fits all. Depending on where you are in your life cycle and what your hormonal environment is like, your workout will look different. A pre or postnatal person’s hormones are fluctuating, so their workout will be different than someone in their 20s or 70s. However, the basis of our method is functional movement, which applies to everyone. Incorporating functional movement into your routine has positive implications for anyone and everyone.

ATN: How do you keep the core of the brand consistent but continue to market to different audiences?

Antonietta Vicario: When I talk about functional movement to people, and what we do here, the root of our methodology is centered around moving your body through biomechanics that mimic everyday life. Functional movement means moving your body in a way that you would naturally move in your day-to-day activities. What sets us apart from other brands is that we focus on multi-planar movement, not just moving in the sagittal space, front to back like you would with running or spinning. We move in all directions, including lateral and rotational movement.

In my classes, I like to use the analogy of standing inside a snow globe, where every part of your body has equal weight and is moving in unison. This creates incredible mobility and facility in the body, and we’ve seen great results from incorporating resistance-based exercises. Not only do we focus on mobility and strength, but we also add a lot of stability work to wake up your neuromuscular system. There’s a lot that goes into our programming, and I always try to explain to people that while other methods may focus on certain aspects, such as mobility in yoga or core work in Pilates, our method combines mind and body, with an emphasis on biomechanics awareness.

We take things slow, with intention and precision, to help people move better and more cohesively. We believe in a three-pronged approach, where no aspect of the triangle is more important than the others. You need mobility, strength, and stability to meet the demands of everyday life and build muscle. When it comes to longevity, stability is key. It’s not just about preventing falls, but also having the surrounding musculature and support to prevent long-term injury. We want to teach people that movement is good, but it’s important to move well and understand what your body needs based on your goals.

It’s hard to sum up our brand in an elevator pitch because it’s so holistic, but we believe in creating strategies that explain how all of these pieces come together to support your overall health and wellness.

ATN: What licenses do you and other P.volve instructors have?

Antonietta Vicario: I think licenses are incredible. Knowledge is power, and while there are people who are very licensed but may not be able to translate that knowledge into a fitness class experience, it’s still important to have the knowledge. We are science-led and have a clinical advisory board that is a really important tenant of our brand’s credibility. All of our trainers have certifications, and I personally have a 500-hour yoga certification, Pilates, barre and Gray Institute (which is a functional movement training program) certifications. ƒAll of our trainers who teach on our On Demand platform are certified through the Gray Institute as well. Additionally, I have a certification from the Institute of Integrative Nutrition on holistic health coaching and hormone coaching. We also work with a clinical advisory board that includes physical therapists, physiologists, OB/GYNs who specialize in fertility and other experts depending on the content we are creating. This ensures that what we are saying is accurate and credible. We currently have clinical trials happening for reducing lower back pain and healthy aging for women between 40 to 60 years old. We are showing early indicators that our programming helps with building strength, mobility and sustainability in working out long term. We are proving out functional movement and why people should be doing it. The full results of these studies will be released in June or July. We are excited about these studies and are proud to have this level of accreditation.

ATN: How do P.volve workouts incorporate cardio?

Antonietta Vicario: We try to build our content in a way that keeps evolving and adding new components. We have a cardio solution and, at the beginning of 2022, we added progressive weight training to our workouts as well. The thought behind P.volve is that it can be your one-stop shop. Personally, I don’t have a separate trainer because P.volve is my trainer. However, if someone loves running or walking and enjoys getting their cardio that way, then I absolutely encourage them to do so. It all blends together, and it’s important to remember that there’s bio-individuality, so what works for one person may not work for another. The beauty of P.volve is that you can take what you need, and if you want it to be your full package, we’ve got you covered.

The post Trainer Talks: P.volve’s Antonietta Vicario on Functional Movement appeared first on Athletech News.

Meghan Hayden is a Division 1 soccer player turned strength and conditioning coach based in New York City. A competitive athlete from a young age, Hayden’s early experiences with training were performance-based. She brings this results-driven approach to her training company, “Take Off With Meg.” Not only does Hayden focus on building strength and endurance, but she also has a passion for helping her clients rehabilitate and heal. Athletech News spoke with Hayden about her approach to training. 

ATN: How did you get into the space?

Meghan Hayden: I grew up in Greenwich, Connecticut, and spent some of my childhood in Hawaii, which was amazing because I really got a great foundation of love and of respect for the simple things like nature, family, and community. When I was eight, my family moved back to Connecticut, and my back yard was New York City, where I felt like the complete opposite. Here, everyone grinds and works all day. I’ve always loved my background because I feel like I had a great balance of both and was able to pull from both experiences. And that has really made me who I am. My dad is 91 years old, my mom is 70, and I’m 29. So, I grew up with parents who are the age of a lot of my peers’ grandparents. My dad was an athlete his whole life. He was a fighter pilot who became a commercial pilot for the rest of his career. He’s always really inspired me, because he lived a very healthy lifestyle and was very active later into his later years. He’s fully able to walk, has full function, and is very independent. A lot of the behaviors and habits that he’s had throughout his life have led him to be able to do what he can do. I built up this huge passion for sports and studied physiology in college. I always love learning from other coaches and other methodologies. My main focus now is for everyone to feel good.

ATN: What’s a typical training session for you?

Meghan Hayden: I incorporate a little bit from everything that I’ve learned into my current training sessions. I love really just being dynamic, strong and resilient. I love grounded movements that are like yoga breakdancing. I like to load with kettlebells, as they’re so dynamic. I get a lot of my heavy strength work in through free weights and barbell work. I really try to stay away from machines.

ATN: How do you integrate nutrition into all of that?

Meghan Hayden: I really focus on the quality of nutrition. I try to have a sustainable whole food diet to get as much nutrition through food as possible. Obviously, I like to play within the numbers to help my clients reach their results. But overall, my methodology is really just nutrition as the earth produced it. I’ve been researching the supplement field a lot more recently, but I still try to practice whole foods and unprocessed foods as much as possible.

ATN: Do you have a client story you’re most proud of?

Meghan Hayden: My proudest story is always my dad. He had an infection and was bedridden in the hospital. I stepped in and used the medicine of movement on him and was able to get him out of the hospital way faster than his doctor’s care would have. I had another client who was in a car accident, and had whiplash and was limited in her movement capabilities. She couldn’t raise her arms without hysterically crying. We were able to get her to full movement capacity. My company is called Take Off so when you see your clients take off in multiple aspects of their life, that has the biggest impact on me.

ATN: What do you do for recovery?

Meghan Hayden: I do a lot of soft tissue work, and a lot of mobility. I have a certification in FRC, Functional Range Conditioning, and try to strengthen the end range of motion, which is what leads to the most injury. Sleep is obviously number one, and mental health, skincare, and contrast therapy (sauna, steam, and ice bath or localized ice recovery) are all great for well-rounded recovery.

ATN: What technology do you use to support your business?

Meghan Hayden: It takes a village to run a really high operating system or machine. My graphic designer uses Canva a lot, I use Sunsama as my productivity aid. I also love journaling and staying really organized with scheduling. Social media is also like a business card. In real life, NYC is a place to connect with people, so building a community and getting out there are very important.

ATN: Do you have a trainer?

Meghan Hayden: I have a boxing coach and a dance coach. Hiring a coach is the best way to learn something. But apart from that, I do think that scheduling workouts with other coaches keeps me accountable, and is a great way to network.

The post Trainer Talks: Take Off With Meg’s Meghan Hayden appeared first on Athletech News.

Luke Zocchi is one of the leading trainers in the health and fitness industry, best known for training actor Chris Hemsworth in his various film roles. As a trainer and Program Director on Hemsworth’s fitness platform, Centr, Zocchi has made his training techniques available to a larger audience. In January, Centr announced a campaign called Moves that Matter in partnership with Good Sports, a national non-profit driving equitable access in youth sports and physical activity. Moves that Matter was, in part, inspired by Hemsworth and Zocchi’s childhood playing sports together. Athletech News spoke to Zocchi about Moves that Matter, his perspective on training, and his goals for Centr and his career.

Athletech News (ATN): Can you tell me more about Moves that Matter?

Luke Zocchi (LZ): I’ve known Chris [Hemsworth] for a very long time. We played Australian rules football together. And we were both talking about how important it is to have an activity and learn to train, and for the next generation to be healthier and happier. That’s how this campaign got started. It’s pushing our members to have extra motivation for the work they do. It’s going to turn into a bigger donation for Good Sports, a nonprofit organization helping youth sporting groups all across America that need help most.

ATN: Why is Centr’s approach to training so unique?

LZ: We have a more holistic approach to training and health and wellness. It’s not just one size fits all. If you look at our app or just on the training side of things, we’ve got such a diverse group of training styles and modalities. Each specialist has their own style. The stuff in the app is the same stuff that Chris and I actually live and breathe. He started training a different way, and he went, “Zoc, I’ve been doing these workouts, come try them out,” and we’d literally be at Chris’s house in the mornings. With his wife Elsa and her friends, we’d test it out and then turn it into a program that we launch in Centr. So, it’s actually stuff we believe in and do, and we’re just sharing it with the people who are a part of the app.

ATN: What’s your proudest training story?

LZ: As far as training other people, I get random people who follow my Instagram and they tell me, “I started looking at what you do, your recipes, and your workouts, and I’ve lost five kilos. Thank you so much.” And it’s cool because I’ve never met these people, and I see how much of an impact I’ve had on other people. For my personal training, it’s funny, because I’ve never run a marathon, but the hardest thing I’ve probably done is bear crawl a mile.

ATN: Where did your interest in training come from?

LZ: I played sports with Chris, and when we were younger, I got into amateur boxing and really liked it. Then, I ended up having a few amateur fights. That’s where my love for training really grew. Then after that, I did my personal training course, and it just progressed from there.

ATN: Do you have any short-term goals for Centr or for your career?

LZ: The short-term goal for Centr at the moment is to get the 300 active minutes with Moves that Matter. If we hit that milestone, that would be really cool. Personally, I think I’m going to run a marathon this year. I’ve never done it. I’ve been so focused on lifting weights, so I’m trying to commit to it– or to a triathlon.

ATN: Where do you see Centr going long term?

LZ: I’m really excited to see where Centr could end up because I’m very interested in new technology. AI technology and integrating technology with physical equipment could bring about really cool offerings. It’s such a complex space—it’ll be so interesting to see where it goes in the future.

The post Trainer Talks: Luke Zocchi From Centr appeared first on Athletech News.