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Business

Start and Grow a Profitable Fitness Business–and Increase Your Profits, Revenue, and Happiness

By | Business

Many fitness professionals dream of starting and growing their own fitness business. They’ve put a lot of investment (both time and money) into getting certified … and they’re excited to get going. And then what happens? 

They get stuck and don’t progress. WHY? 

They fall into a trap. When most people think about growing their fitness business, they think “I just need more leads and clients.” Followed by: “How can I get more clients?” And then: “But really, where do I find more clients?”

But the problem with that line of thinking is that it almost always leads to a dead end. Truth is, there’s some hard strategizing and planning that needs to be done before you hit the accelerator on new client acquisition.

WARNING: If you DON’T review and address these critical areas of your business, things actually get WORSE when you add more clients into the mix (NOT better).

Where you need to begin is here: 

  1. Understand the “money math” that drives PROFITABILITY and cash flow with your business model
  2. Get real SYSTEMS in place that support increased retention AND new client acquisition every single month 
  3. Increase your LEADERSHIP (and eventually, your team capacity) so your business and life will get better (not worse) as you grow.

At NPE, we take a different approach. Since 2006, we’ve helped over 45,000+ fitness professionals and business owners in 96+ countries grow to the next level. We’ve been listed 8x on the Inc 500/5000 list of fastest growing companies, and we’re a global team with offices in Los Angeles, London, and Sydney.

Our ‘secret to success’ is our methodology. Through the NPE 5 CORE DISCIPLINES™ we relentlessly focus on creating more profitability, revenue, and (critically) happiness with your fitness business to create long-term success.

Each of the NPE 5 CORE DISCIPLINES™ aligns to a powerful business growth question:

  1. What does success look like and how will you get there?
  2. Where do you find (and how will you sign up) new prospective clients?
  3. How do you serve the market in a unique and powerful way?
  4. How will you increase revenue, cash flow, and profitability to ensure continued success?
  5. How will you look after yourself, have fun, and enjoy the journey? 

As you get better answers to these questions, you will have increased FOCUS.

To help you get the better answers, we at NPE are inviting canfitpro members to take an exclusive FREE eCourse. In this course, you will learn how to:

  • Grow your income while doing more of the work you love helping people transform their lives
  • Take your passion for fitness and turn it into a successful business 
  • Find the business model that best fits your strengths and allows you to differentiate yourself from the competition 
  • Increase business cash flow and profitability while scaling to multiple 6 and even 7+ figures
  • Feel inspired by the work you’re doing, so you can continue enjoying the journey while making a bigger impact in the lives of the clients and communities you serve. 

Head on and register now to start and grow your fitness business and create the life you want. 

Business Member Spotlight: City of Mississauga

By | Business

What type of facility are you?

Municipal Recreation

Tell us about your business?

City of Mississauga fitness and therapeutic programs are part of the municipal recreation division. We have 13 fitness locations across the City with a variety of weight room and group exercise studios. Facilities and memberships also include squash, swimming, skating and walking tracks.

How long have you been in the fitness industry?

More than 10 years.

What attracted you to the fitness industry?

The City of Mississauga offers fitness as part of recreation offerings to appeal to the broadest interest of residents.

What made you choose to own/operate your own business?

The City of Mississauga is committed to offering fitness as part of recreation services as a community-based option for fitness facilities and programs.

What has been your greatest challenge as a businessowner/operator and how did you overcome it?

The biggest challenge faced has been promoting the quality and breadth of fitness programs and services offered along with the high standards for staff qualifications and accountability. Sometimes we’re too humble and understated for our own good!

What do you hope your member’s achieve within your facility?

Our objectives for residents are to find facilities and programs that best fit their needs along with a community connection and belongingness.

Tell us your greatest memory/highlight in your career?

One of our greatest highlights has been the development and introduction of the Therapeutic Membership and line of business. This includes many hospital partnership programs along with post-therapy focused programs – for example COPD, Strong and Steady and the Next Step to Active Living.

This membership also includes programs like Ai Chi, Therapeutic Pilates and Therapeutic yoga that creatively combine functional and post rehab type exercises with modifications to enable all levels of ability and movement to participate. These programs connect people in their community while maintaining and building strength for activities of daily living and independence.

How long have you been a Business Member?

8 – 10 years.

Have you used a business coach to better educate you and your business? If so, who?

Yes. We have the support of recreation managers and leaders along with a team of business and marketing advisors.

Do you have a favourite quote or saying you try to live by each day?

Our mission is to have more people connected more often through programs and services that reflect our community’s needs.

Developing Your Emotional Intelligence (EQ)

By | Business, Healthy Living

By Judith Humphrey

During the 30 years that I was building my company, I became increasingly tired and stressed. There were plenty of gyms near me, but I regarded them as sweat factories where people rode bikes that went nowhere. It was only after I sold my company that I made a dramatic discovery: signing up with a personal trainer can turn your life around.

Working with a trainer, I enjoyed the physical experience of discovering the power of my body and the beauty of a more aligned and confident physical presence. But it took me three tries to find a personal trainer who was a “good fit” for me. The first one was OK, but we didn’t connect on a personal level. The second one didn’t read me very well and pushed me too hard.

The third one, as the expression goes, “was a charm.” The reason I love working with him is that he not only has technical skills, but he has superb emotional intelligence. Every word he delivers inspires me, motivates me, and makes me feel hungry for more coaching. Each session is fun, we laugh, we talk, and we connect on an interpersonal level. I would never leave him.

If you want to keep your clients for the long term—you’ll need this emotional intelligence (EQ). These are the interpersonal skills that allow you to form better and more lasting relationships with your clients.

In the world of fitness, emotional intelligence is imperative. It enables you to elevate the client experience and retain clients in an increasingly competitive industry.

This is the first in a series of four monthly articles that will explore how you can develop your EQ and use it to foster deeper, lasting client relationships.

This first article is on how to “connect” with clients. The next three will deal with body language, the art of listening, and vision.

The Importance of Connecting

In his book, Social Intelligence: The Revolutionary New Science of Human Relationships, Daniel Goleman writes: “We are wired to connect. Neuroscience has discovered that our brain’s very design makes it sociable.”

The clients you deal with want that connection with you – in fact, clients rarely leave trainers for technical reasons. Whoever left a trainer because he couldn’t bench press 250 pounds? It’s more likely that relationships end when there is an interpersonal disconnect.

As you build healthy bodies, make sure to create these crucial ties with your clients. Even if you feel you are a social introvert, you have an obligation to give your clients an experience that is personally enriching. Hence the term, “personal trainer.”

Three Ways to Connect

There are many ways to reach out and connect with your clients, but let’s look at three that will create “stickiness” in your client relationships, and encourage clients to enjoy working with you and stay with you.

#1 Show Interest 

The first way to connect is to show interest in your client’s life. You’re dealing with a whole person, not just a body or a set of muscles.

During the initial assessment start probing. You might ask what that individual’s current exercise routine is. Or where he lives or what brought her into the gym.

Over time, you may ask what your clients do professionally, whether they have children, what sports, if any, they play, and what their hobbies are. And if someone tells you they’re going to be giving an important presentation, next time they come, say “How was your presentation?”

The important thing is to remember things they’ve told you and ask about them. Never start a session with the generic, “How’s it going?” That’s a non-starter. Ask more specifically about something that’s happened to them that week.

#2 Show Sensitivity

The second rule of connecting is to be sensitive to your client’s feelings. A sensitive trainer recognizes what a client is going through – and responds accordingly.

Your client may come in and say, “Hey, I know you assigned me cardio workouts at home, but work’s been crazy and I haven’t found the time.” Instead of saying, “You need to find the time,” or ignoring their words all together, say, “Hey, I completely understand. Sometimes life gets in the way.” 

If your client pulls you aside and says, “You know, I’m just not having fun with these sessions anymore,” take note of that, stop what you are doing and say “Let’s talk about why that may be happening.”

Showing sensitivity also means giving kudos to your clients because they show up and work hard for you. So, instead of saying “see you next week” at the end of a session or giving a pro-forma high five, be specific. Say, “Wow, you worked really hard today,” or “You hit a personal best on your pull-ups, impressive stuff!”

#3 Show Respect

The third rule of connecting is to show respect for your clients.

If a client asks you to explain something, do so with as much clarity as you can and if you don’t have the answer say, “I’ll get that for you.” Once you’ve explained something, ask the client, “Is that clear?” or “Does that answer your question?”

Show respect by being sensitive to your client’s personal boundaries. If you are with a client and take a video of her doing an exercise, don’t show it around to other trainers. In fact, one disgruntled client said she left her trainer because he did just that.

Show respect, as well, by not mimicking the poor posture or bad form of a client. You may be trying to show your client what not to do. But it’s far better to focus on what the client should be doing.

Finally, show respect by not talking to other trainers, gazing at other clients, or checking your phone when you are with your client. Sure, it’s tempting to do so, but showing respect means you are 100% focused on your client.

These three ways of connecting will ensure that you are giving your clients all the personal attention and respect they deserve.

About Judith Humphrey

Judith Humphrey is Co-Founder and CEO of EQUOS Corp, a firm that teaches EQ skills to fitness professionals, manual therapists, and health care practitioners. Before entering the world of fitness, Judith was Founder and CEO of The Humphrey Group, a company that works with corporate leaders around the world who wish to speak with clarity and confidence. Judith is a Fast Company columnist, and the author of three books on communication: Speaking as a Leader: How to Lead Every Time You Speak (2010), Taking the Stage: How Women Can Speak Up, Stand Out, and Succeed (2014), and Impromptu: Leading in the Moment (2018).

EQUOS will be offering a one-day workshop, “The Emotionally Intelligent Fitness Professional,” in Toronto on November 9th and December 7th. For further information, visit their website.

Follow EQUOS on Instagram and LinkedIn.

Music Licensing Simplified

By | Business

Can you imagine a fitness class without music? Probably not, because music and exercise are a natural fit.

While it’s important that you put music to work in your classes and at your gym, it’s equally important to use music responsibly.

Entandem makes it simple.

As of July 2019, the hundreds of thousands of Canadian businesses that use recorded and/or live music to make their business better can complete their required RE:SOUND and SOCAN music licenses in one easy step, through Entandem.

Not only does music add great value in your fitness studio or gym, working with Entandem ensures music makers can keep on making great music.

Three reasons why being licensed to play music is good for your fitness business:

  1. Customers are loyal to businesses that act ethically.

Research shows that when customers believe a business is acting ethically and responsibly, their customers are more likely to trust the business and be loyal to it. Your music license(s) says you’re a responsible, ethical, and legal part of the music ecosystem.

  1. Music impacts the bottom line.

When music isn’t there, your customers notice. Studies1 repeatedly show that using music helps businesses reap rewards through higher traffic, greater customer satisfaction, and increased loyalty. In fact, more than half of Canadians who exercise believe having good music is as important as having comfortable shoes for working out.

  1. Music creators deserve to be compensated.

Music makes your programs and classes better. The money from your legally required music license supports the people who make the music. This is their work and they rely on royalties from licenses to make a living.

Stay tuned to your inbox to learn more about Entandem and valuable tips on how to best pump up the jams while your clients pump iron.

Find out more at www.entandemlicensing.com.

 

1 Leger – Music Drives Fitness Research

Business Member Spotlight: 360 Athletics

By | Business

Business Name:

360 Athletics

What type of business are you?

Fitness Equipment

Tell us about your business.

Headquartered in Oakville, Ontario, 360 Athletics has been Canada’s most trusted wholesale equipment supplier for institutional and fitness products for over 40 years. We proudly represent industry leading brands like COREFX, BOSU, HYPERICE, TriggerPoint, and Air Relax.

How long have you been in the fitness industry?

10 years

What attracted you to the fitness industry?

In doing market research, we discovered there was a need for a trusted equipment supplier in the fitness industry. Our expertise has always been distribution and sourcing. With a strong education platform, we believed we could grow our brand business and help make a difference. The people in this industry are amazing. It’s rewarding to see people inspired by our products and making an impact in their lives and others.

What has been your greatest challenge as a business owner/operator and how did you overcome it?

It’s always a challenge adapting to an ever changing landscape. People are looking to source products and content much differently than 5 years ago. Retail is shrinking while e-commerce and Amazon are replacing. Social media has a huge influence over the way people shop and make decisions.
What do you hope your buyers achieve within your product/service? We’re always striving to bring new innovative products and services to our customers. We pride ourselves in being leaders in the industry for recognizing trends and needs from our customer base.

Tell us your greatest memory/highlight in your career?

The canfitpro Toronto shows are always a highlight. We work very hard as a team to improve year after year. The last five years running we’ve surpassed high expectations from the previous year. It’s always a highlight and nice to share the success as a team.

How long have you attended canfitpro events?

8 -10 years

What is the percentage of Canadian business you currently have?

> 50%

How do you plan to grow your Canadian Business in the next 12-24 months?

We continue to build out new websites to improve our presence online. We’ve recently launched Hyperice.ca , COREFX.ca and a new 360athletics.com website is next.

Do you have a favourite quote or saying you try to live by each day?

Whether you think you can or think you can’t, you’re right.

Why is the Boutique Biz Booming?

By | Business

By Matthew Taub

This past weekend I was a presenter at the Canadian fitness professional conference, canfitpro 2019. One of the presentations I was asked to do was a panel on Boutique Fitness. It was incredible to hear the thoughts and opinions of the panel as to why Boutique fitness is so hot right now.

Lets start with a definition of what Boutique fitness is. The overall consensus is a smaller facility. Foot print of approximately 800 to 3500 square feet. Impeccably clean, offering either a signature or a few signature classes with a limited number of people maxing our each class. These can be one off studios like Rory Pederzolli’s Rocket Cycle or Kelly Taphouse’s Move Fitness for women only. Or part of a chain like F45, Soul Cycle and Orangetheory Fitness.

These studios are not competing directly head to head. They are providing service to a unique clientele that are looking for something specific. Originally the Boutique fitness studios were made popular and were directly targeted to the millennial age bracket. People with little time, knowing specifically what they wanted. That has obviously broadened over the years but the demographic of millennial is still targeted. Wearable tech and instant feedback, two areas very popular with millennials. These studios now offer a sense of belonging. That no matter where you start, you are here and you are welcome.

No Longer After the Same Fitness Dollar

With big box fitness, the model was always based on getting the other guys members. The thought was, there was only one type of person with one specific amount of money for fitness and we were all after that same dollar. It was about getting the member of your competitor out of that location and into yours.

Boutique Fitness is not after that dollar. With so many Boutique and Big Box gyms in tight contained areas, Boutique fitness isn’t fighting for the big box dollars across the street. Boutique Fitness is looking at all the people walking past their doors AND the Big Box gyms. In Canada there are roughly 1 in 25 people that are a member of a GoodLife Fitness Big Box. That leaves 30 million people not going to any gym. Boutique or Big Box.

It Feels Like They’re Breaking Up With You When They Cancel

The Boutique fitness world is Booming today because people feel like they’re not selling fitness. They’re selling family. When a member cancels their membership they’ll often be heard saying “it feels like I’m breaking up with you”. Boutique Fitness is booming because when people join they know they’re joining a family. They’re coming for the workout. For the camaraderie. They’re coming because of they’re coming to spend time with family.

About Matthew Taub

Matthew Taub is a 25 year fitness industry veteran. An international fitness presenter and fitness educator. Previously a Beachbody Live P90X Master Trainer, format expert and choreographer, Matthew is now the Regional Fitness Manager and Regional Trainer for Orangetheory Fitness. Beginning his career in fitness as a sales associate he has worked through all areas of the fitness world from consultant to gym owner. Working with personal trainers and studio owners as well as big box fitness, his passion has lead him to helping others change their lives. Whether it be the members in his studios, clients or staff he works with. Being a part of someones change is what motivates Matthew to continue to help others day after day.

canfitpro 2019 – A Few of My Favourite Things!

By | Business

By Kathleen Trotter, PTS

I have been attending the Toronto canfitpro conference for just shy of 20 years, the last ten with my colleague and dear friend Harry. This weekend is something I look forward to every year. I cherish the opportunity to catch up with Harry and my other colleagues, expand my knowledge base, and most critically, become professionally re-energized and inspired. I always leave with extra pep in my step, excited to return to work Monday.

This year didn’t disappoint. Here are a few of my conference take-aways, and two of Harry’s favorite points….

On Motivating Clients

  1. Nothing kills motivation like being confused

If you want your clients to eat well and exercise between sessions (yes, you do), set them up for success – give them the tools they need to remember their homework and your recommendations.

You speak the “fitness language” – as you should, it is your job – but most of your clients don’t. You can’t just throw a bunch of information at them and expect them to magically memorize it all. Understanding new information and movement patterns comes through repetition, review and the creation of associations. Some ways to do this include:

  1. filming demo videos or taking photos that they can review at home
  2. when discussing any new concept ask them to repeat the info back to you in their own words
  3. give them AMPLE opportunities to practice exercises within sessions, and
  4. provide useful metaphors and images

For example, teach them the “hand portion control” tool – the palm of the hand is a serving of meat, the thumb is a serving of fat, the fist a serving of vegetables and a cupped hand a serving of grains. If you want more info on how we learn, google Bloom’s Taxonomy.

  1. Life is better with friends

Friday of canfitpro was a crazy day. If not for Harry, I might have skipped. Obviously, I didn’t skip – I knew Harry was waiting for me, that spending time with him would be fun, and that the home and work “crazy” would wait till end of day.

The main take-away being, social connection is motivating. Sure, not earth-shattering information, but critical to keep top of mind when trying to motivate clients: suggest clients get a fitness buddy, join a sports team or walk/ run club and /or try a supportive community such as weight watchers.

  1. Fun is just fun —- interactive elements can be motivating

Our trade show experience reminded me that if you want your clients to get excited and invested in their health process you have to find ways to loop them into the experience. The vendors I found interesting – and will remember – are the ones that made the experience more interactive; the booths that allowed me to demo products, created a dialogue and/or were interactive (loved the canfitpro photo booth).

The main take-away being, get your clients involved in their fitness process: set-up friendly tracking competitions in your gym, create a journaling system that your clients can email to you, set up a gym Facebook group, and/or host nutrition workshops. Never forget that although fitness is your job – and probably one of your life joys – most of your clients don’t LOVE to exercise and eat healthfully. You can’t just expect them to “buy into” your training program and suggestions just because you say “do it”. Entice them, get them involved – make the gym more than simply a place to get on a treadmill.

Nutrition Tips

  1. The tip I implemented immediately – as in, I went to the store directly post lecture – is “add baking soda and cinnamon to your grocery list”. In Strength Smarts – The Protocols That get You Stronger ,Benjamin Siong suggested adding baking soda to food, especially post workout, to improve blood PH levels, and making a tea of baking soda, cinnamon and sea salt. Cinnamon improves insulin sensitivity.

NB: I add cinnamon to coffee. I find it has a rich, slightly nutty flavour and is an excellent replacement for sugar.

  1. A statistic I heard multiple times is that there is a 90% failure rate for weight loss in North America. Meaning, nine out of 10 people who lose weight will gain it back. Body composition is a complex issue, with multiple variables including genetics, environment, lifestyle, knowledge, age and gender. Help your clients understand the various dimensions to weight loss and weight maintenance – help them have a multi-factorial approach to their health. Always tailor your programs and advice to the person in front of you.

Main take-away here: become the trainer/coach who facilitates weight maintenance. Helping your clients lose weight is one thing, helping them keep it off will not only set you apart from competitors, but is a desperately needed skill.

Harry’s Favourite Points

  1. There is a Feedback loop – a giant chicken and egg – between the brain and body. Info does not simply flow top down from the brain to the body, there is also a bottom up feedback loop from the body to the brain. An excellent example is that when you exercise your body “steals” oxygen from the brain, forcing the brain to create new blood vessels.

Main take-away being, motion, especially new movement patterns and activities that require dexterity, helps to keep the brain alive and adaptive.

  1. Sure, tell your clients about the benefits of probiotics, but not at the expense of other digestive information. Probiotics seem to receive almost endless positive hype (I want their PR team!), but never forget that digestion requires the entire ‘system’ (the entire body); we may mostly focus on the gut, but digestion actually starts at the mouth. Talk to your clients about a wide variety of digestive topics such as pre-biotics, HCL (stomach acid required for digestion), proper chewing techniques, stress management and hydration.

A Few Excellent Training Reminders

1. You are only as strong as your weakest link. Sure, bench pressing and/or sprinting will leave your clients feeling empowered and athletic, but if their rotator cuff muscles and ankle stabilizers are disproportionality weak, you are simply setting them up for injury. Identify your client’s weak link(s) then include the appropriate exercises in their training program.

2. Tailor your space to your client’s needs. For example, if you train individuals who have impaired grip strength (MS, Parkinson’s, stroke, Cerebral Palsy etc), make sure you have appropriate equipment such as small squishy balls, bands and possibly Active Hands. I had never heard of Active Hands before Kristy Hoornick’s lecture titled Fitness for Adults with Disabilities, but I plan to invest. This glove type apparatus helps individuals with impaired grip dexterity and strength hold equipment.

3. Speaking of grip, don’t forget to vary the type of grips you use during strength workouts. Too many of us, myself included, are excellent at mixing up/periodizing bench angles, exercises, equipment, reps, sets, time under tension etc, but forget to vary grips. Yes, try different positions – neutral, wide etc – but also literally try different grip diameters. Invest in bars of different widths, use kettlebells and/or try Fat Gripz (these wrap around dumbbells to increase the diameter of the handles).

 “Big Picture” Take-aways

Identify your client’s “primary driver” (i.e. the activities, habit changes etc) that will most impact their success. “Don’t mow the grass if the house is on fire” – i.e. if your client is not sleeping, stop focusing on training minutiae, such as whether they do narrow or wide bench press – instead, get them sleeping.

Whether you are talking about postpartum parameters, weight loss, athletic performance, longevity, and/or exercise selection, make sure to work with the person in front of you. Find their top health dominoes, the changes that will elicit their biggest changes. Make sure the program you design meshes with their goals, NOT yours.

Work to improve how clients manage chronic stress and inflammation. Help clients eat more vegetables, sleep, drink water, form better coping mechanisms for stress, and decrease their sugar intake. The negative cascading effects of chronic stress and the sheer number of diseases associated with inflammation is mind boggling – think cardiovascular disease to IBS. Anything you can do to improve how your clients manage their stress and decrease their chronic levels of inflammation is a WIN.

About Kathleen Trotter

Kathleen Trotter holds a masters in Exercise Science, is the author of two books including the new book Your Fittest Future Self, and is a Personal trainer, Nutritionist, Pilates Specialist and Life Coach. Visit her at KathleenTrotter.com

Twitter: @FITbyKathleenT

Instagram: @fitbykathleent

Facebook:  FIT by Kathleen Trotter

Business Member Spotlight – Bloor Street Fitness & Boxing

By | Business

Tell us about your business?

Bloor Street Fitness & Boxing was opened in 1994 by former national lightweight champion Paul Ryan. The gym began as a non-profit organization to help at-risk youth get off the streets. From its boxing beginnings, the gym has grown into a fully equipped, two-level boxing and fitness centre serving Toronto’s west end community.

Bloor Street Fitness is an inclusive, dynamic and fully equipped fitness centre, with all the amenities of a big gym and none of the pretension. The second floor contains a full-size boxing ring, originally from New York City’s Time Square where Muhammad Ali and Rocky Marciano boxed in 1969. At BSF, we pride ourselves on being a “no-attitude” neighbourhood gym with professional and dedicated staff and amazing members.  Whether you’re looking to box your way to a better body, take group fitness or train with our certified personal trainers, there is something for everyone at Bloor Street Fitness.

What attracted you to the fitness industry?

I was involved in sport from an early age and was always looking to gain the competitive edge. My goal was to  become a better rotational athlete and to find ways to overcome past injuries and decrease the risk of future injuries as to lengthen my playing career. This pursuit of knowledge led me to further study the body and eventually to the fitness industry. 

What made you choose to operate your own business?

I got involved at the gym level with the goal to help more people. I am able to share more knowledge with a team of trainers and this gives us the ability to reach more people looking to become better movers. 

What has been your greatest challenge as a business operator and how did you overcome it? 

A challenge I have faced is keeping a well educated, cooperative, and productive team of personal trainers together to service our members. It is always hard on members when their trainer moves on from the gym. We have worked to create a working environment and a cooperative team that enjoys being together. We educate our trainers to be at the top of their profession through in house team training and development sessions, inviting industry experts to teach our trainers and having our staff attend canfitpro conferences.

What do you hope your member’s achieve within your facility?

My hope is that each member will gain the confidence, knowledge and support to achieve their goal. Our trainers strive to help members become better athletes and movers so any life or athletic skill can be easily done. 

Tell us your greatest memory or highlight in your career?

The highlight of my career is seeing the light bulb go off in my clients/trainers minds when they understand and feel the improvements happening in their bodies. It is rewarding to me when they hit the golf ball further or get through a round of golf pain free or accomplish whatever else their goal may be. 

Quote: Build a Better Life

Visit the Bloor Street Fitness & Boxing website at www.bloorstreetfitness.com and be sure to follow them on Instagram, Facebook & Twitter!

canfitpro Toronto Tradeshow: A Great Place To Do Business!

By | Business

By Jake Rondot

HK Canada has partnered with canfitpro for over 20 years and in that time has not missed attending the Toronto conference tradeshow with an exhibitor booth.  As the largest publisher of physical activity content globally, our primary focus at the Toronto event has been on promoting our fitness subject areas in a very targeted way, and in serving our large fitness customer base on site.

However as many other vendors and longtime partners have likely also experienced, the advent of ecommerce, social media, and other digital platforms has positively disrupted business models which previously were siloed, moving many of us from working independently in vertical markets that only seemed loosely related (I.e. fitness professionals, physical educators, sport coaches, dance instructors, yoga instructors, health promotion specialists, etc.) to finding innovative, creative, and cost-efficient opportunities to cross-pollinate our outreach across multiple markets in an effort to amplify the message and leverage our marketing cost.

To this end, and paraphrasing below, the canfitpro Toronto tradeshow is an incredible opportunity – Use your booth presence at this event to invite every related business client and customer you can reach!

Leverage your sunk costs

First and most importantly for any business, consider the sunk costs.  You’ve committed the freight, equipment, accommodations, registration, staffing, time, and other outlays to having a booth at Canada’s largest and best fitness event.  Why not take the extra step to leverage those costs to amplify your outreach by inviting segments of your market who are in some other way aligned with health and wellness?

Consider the 80-20 rule

On the revenue side, inviting an extended list of existing clientele who may not otherwise attend is an opportunity to directly increase revenue from your own captive audience. Existing loyal customers – the 20% who are responsible for 80% of your revenue – are those most likely to purchase again from your company.  The more you can get to attend your booth the greater your revenue results should be.

Providing added value

Your customers will also deeply appreciate the opportunity to attend the event itself – to explore other vendors of interest to them, enter draws, connect with services, get free swag and sample products, purchase sale merchandise, attend stage lectures, and more – providing you with incentives to get them to attend as well as a new value-added for being a loyal customer.

Bake a bigger pie!

If we each do this well and our customers explore and enjoy the tradeshow as hoped, the net benefit will be a positive impact on each other’s revenue potential through the tradeshow.  This is a shift from a focus on growing our single piece of the pie toward helping bake a much larger pie so that all the pieces are bigger!

Build your B2B

The size and variety of the tradeshow alone, and the professionalism with which it is presented, offer strong “wow factor” for professional clients and B2B relationship execs who may not have attended previously.  This is an impressive venue to hatch or solidify new business ideas!  Remember that you’re attending anyway, and tradeshow-only attendees are not in sessions, so in the slower periods during big session blocks you should save the time to schedule these important face-to-face meetings.

Rely on the collective

This is also an opportunity to leverage collective costs: we each contribute financially and with time and effort to help give this event the wow factor that will impress our customers and clients.  We believe the result is any person we invite who comes away from this tradeshow with a positive impression of HK, has had that impression made positive in some small way from each of you (and your time, effort, and cost).  This is an experience we could not have paid for ourselves.

Increase engagement

Don’t forget to amplify your booth’s engagement impact!  While at the event encourage booth visitors to take pictures and share their visit on social media, use images of interaction with staff and delegates in future content, provide post-event follow-up incentives like coupons or contests, and more.  This is the perfect atmosphere to be creative and consider new ideas.

For a number of years, we have undertaken this approach on a smaller scale and through personal invitations, but this year I’m proud to say we will push out larger multichannel campaigns to a variety of related markets through our own customer lists as well as through shared partner outreach and ad spends online. canfitpro has already made this easy by allowing free tradeshow attendance with a user-friendly registration page (Register here).  Each member of our staff will also use this opportunity to personally invite key executive contacts in other markets.  The impact we hope for is a significant volume of new visitors to our booth who are already in some way directly or indirectly connected with HK.  If your company is planning to do this or already doing so, or if you have any questions, I would love to hear from you!

About Jake Rondot

Jake Rondot is Managing Director at Human Kinetics Canada, the 2015 winner of canfitpro’s Steve Block Vendor Award, and a past presenter on authoring and publishing at canfitpro Toronto.  He can be reached at JakeR@hkcanada.com.

Living 4D with Paul Chek

By | Business

Paul Chek is a name well known to many canfitpro members. For over 30 years he has been one of the most influential figures in the world of fitness education, and for nearly 20 of those years he has been presenting at canfitpro events. Over this time Paul has seen many fads and fitness gimmicks come and go, but his own innovative and ‘future proof’ system of holistic health, functional exercise and performance conditioning has withstood the test of time. When you consider that concepts Paul was teaching two decades ago are only now becoming mainstream among health and fitness professionals, you will realize that he is an indisputable thought-leader.

If you’ve had the opportunity to attend one of Paul’s live workshops or lectures, then you know that he doesn’t pull his punches! His presentations are deep and can change the direction of a person’s life or career in just 90 minutes. Paul brings that same level of passionate inquiry to his podcast, ‘Living 4D with Paul Chek’ where he converses with guests on topics ranging from fitness to philosophy.

As the CEO of the CHEK Institute, Gavin Jennings, says, “The content is very different than other podcasts, with Paul and his guests tackling provocative topics and providing thought-provoking commentary. Increasingly fitness professionals no longer want ‘fast food’, education, but are looking for a more integrated approach that will help them succeed with a wide range of clients.”

Movement is the topic of conversation in June and Paul is talking with some of the world’s top conditioning coaches.

  • 4th June: Mike Salemi is an elite athlete who worked with Paul to overcome serious orthopaedic injury to achieve the Kettlebell ranking “Master of Sport” as well as becoming the 2017 WAKSC World Champion in the professional Long Cycle division. He talks about how top-level personal trainers and strength coaches must look outside the gym when working with all their clients
  • 11th June: Ben Pakulski is an IFBB professional bodybuilder and winner of the 2008 Mr. Canada competition. He talks with Paul about the mental, emotional and spiritual challenges he has faced in his career as well as some of the myths and misconceptions surrounding bodybuilders.
  • 18th June: Dale Walker is the Head Physiotherapy lecturer at Salford University in the UK, CrossFit judge and former British Army officer. Dale shares about how the SAS were one of the first military units to embrace the CHEK system in their training – they have been using it for almost 20 years now! – and how the British Army have incorporated the Primal Pattern® Movement System into their new fitness model with great success.
  • 25th June: Greg Muller is a human performance and leadership training coach as well as a highly qualified CHEK Practitioner. He is the only strength coach in history to coach three of the world’s top rugby clubs to championship success. As a former Senior Instructor for the military, Greg was directly responsible for the training and recruitment of physical training instructors within the New Zealand Defence Force.

Living 4D with Paul Chek is available on iTunes, Stitcher, Google Play and Spotify or visit chekinstitute.com/podcast