canfitpro 2020 Virtual Series: November

By | Business

We hope you continued to enjoy the first-ever canfitpro 2020 Virtual Series! Thank you for joining us to not only make the November event a success, but all the Virtual Series unforgettable! We hope your experience with us was positive and successful, as we couldn’t have done it without you.

Please remember to check your email to fill out a post-event survey to help increase their effectiveness in the future.

Take a look at some of the event highlight photos:

Congratulations to our canfitpro's got talent winner - Cher Obediah!


What you missed...

Muscle & Mindset: Creating Group Online programming for Today’s Women
With Lisa Mastracchio

Your Walk is Whack!
With Kennedy Lodato & Jason Persaud

Transform Yourself into a Kick Ass Version of You
With Maureen (Mo) Hagan & Nathalie Plamondon-Thomas


Cocoon Fitness Pod®

DTS Fitness Education

Fitness Industry Council of Canada

Fitness Marketing Group

Functional Movement Systems



GoodLife Fitness

Human Kinetics Canada


Life Fitness

Matrix Fitness Canada

Mobility Tape

Muscle Activation Techniques®

New Era Grafix


One Day to Wellness


Pelvienne Wellness Inc.

Pliteq Inc.

PLUS FIT Accessories


Power WearHouse Inc.

Productive Fitness




Trainer Plus



VTMN Packs


STRONG Nation™

We hope to see you back in 2021 for more canfitpro events. Thank you and see you soon!


Photo credit: Dawn Bowman Photography

Canada Revenue Agency opens applications for the Canada Emergency Rent Subsidy

By | Business

OTTAWA, ON, Nov. 23, 2020 /CNW/ – Canada’s COVID-19 Economic Response Plan has helped to support millions of Canadian workers and businesses throughout the pandemic. Through the Canada Emergency Rent Subsidy (CERS), the Government is providing targeted, direct relief to businesses, non-profits, and charities that continue to face the economic impacts of the COVID-19 pandemic.

Today, the Honourable Diane Lebouthillier, Minister of National Revenue, opened the CERS to receive applications from qualifying organizations. These organizations can now apply directly for the subsidy for the period from September 27 to October 24, 2020 through the Canada Revenue Agency (CRA) My Business Account, or Represent a Client portals.
Applications for the second CERS period (October 25 to November 21, 2020) will open on November 30.

In response to concerns raised by stakeholders about the program, the Government is proposing to amend the CERS in order to allow applicants to include eligible expenses in their CERS application before the expense has been paid. This means that organizations can include rent and other eligible amounts already paid in respect of a claim period as well as amounts that are payable for the claim period when submitting their CERS applications. Amounts that are not paid at the time of the application will have to be paid no later than 60 days after payment of the subsidy.

The CRA has launched a CERS online calculator and application form that are designed almost identically to those of the Canada Emergency Wage Subsidy (CEWS). The calculator guides applicants through a step-by-step process that allows them to determine the subsidy amount they can claim, based on the information they enter.  The CERS web pages include detailed information about eligibility requirements, how payment periods are structured, and how the subsidy is calculated.

The CRA will collect applications over the coming days and, on November 30, process applications received to date. Qualifying organizations whose claims successfully clear the CRA’s automated verification system and that are registered for direct deposit should expect to begin receiving payments starting on December 4.  In cases where the CRA does not have enough information on file to process a claim, we will ask organizations to provide us with additional information so that we can verify their eligibility before we process their application.

The CRA recognizes and appreciates the important role that stakeholders are playing in providing feedback on how the CERS program will operate. We look forward to continuing to work closely with businesses, non-profits, and charities and their representative organizations as we deliver the CERS program.


“I’m proud that the Canada Revenue Agency is once again stepping up to deliver another important program to businesses, charities, and non-profits that will help them get through the second wave of the COVID-19 pandemic. The CERS is the seventh program delivered by the CRA since the start of the pandemic, and they have incorporated all the lessons and feedback from previous programs to provide businesses, charities and non-profits with tailored support that is easily accessible and meets their needs. Canadian small businesses owners and employees can always count on the CRA to put people first, especially during their time of need.” – The Honourable Diane Lebouthillier, Minister of National Revenue

“Since the beginning of the pandemic, our government has provided continued support to businesses and workers. With the application process for the rent subsidy and Lockdown Support now open, employers impacted by COVID-19 will be able to access the help they need to get through the winter and the second wave of the virus. We will continue to do what it takes to support Canadians through this crisis.” – The Honourable Chrystia Freeland, Deputy Prime Minister and Minister of Finance

Quick Facts

  • The new CERS is a successor to the Canada Emergency Commercial Rent Assistance (CECRA) and delivers direct, targeted, and accessible rent support to qualifying organizations affected by COVID-19 without the need to claim the assistance through their landlords.
  • The new rent subsidy supports businesses, charities, and non-profits that have suffered a revenue drop by providing support up to a maximum of 65% of eligible expenses.
  • Qualifying organizations that were required to shut down or significantly limit their activities under a public health order will have access to Lockdown Support, a top-up subsidy of 25%, meaning that they could receive rent or property expenses support of up to 90%.
  • Eligible expenses include commercial rent, property taxes (including school taxes and municipal taxes), property insurance, and interest on commercial mortgages (subject to limits) for a qualifying property, less any subleasing revenues. Any sales tax (e.g., GST/HST) component of these costs is not be an eligible expense.
  • The rent subsidy parameters apply until December 19, 2020 with future parameters in 2021 to be adapted and targeted as needed.
  • Applicants can visit CRA login services to create a My Business Account or Represent a Client account and apply for the CERS.

Canada Revenue Agency

The Government is taking targeted action to support Canadians and Canadian businesses, non-profits and charities that continue to face uncertainty and economic challenges because of the COVID-19 pandemic.

As of today, qualifying organizations can apply directly for the new Canada Emergency Rent Subsidy (CERS) through the Canada Revenue Agency (CRA). This means qualifying organizations can apply for the subsidy without the need to claim the assistance through their landlords. Applicants can claim the subsidy retroactively for the period that began on September 27 and ended on October 24, 2020.


The CERS provides direct support of up to 65 per cent of eligible expenses to tenants and property owners for qualifying organizations affected by COVID-19. Eligible expenses include commercial rent, property taxes (including school taxes and municipal taxes), property insurance, and interest on commercial mortgages (subject to limits) for a qualifying property, less any subleasing revenues. Any sales tax (e.g., GST/HST) component of these costs would not be an eligible expense.

Qualifying organizations that are subject to a lockdown and must shut their doors or significantly limit their activities under a public health order may be eligible for additional Lockdown Support of 25 per cent of eligible expenses.

In response to concerns raised by stakeholders about the program, the Government is proposing to amend the CERS in order to allow applicants to include eligible expenses in their CERS application before the expense has been paid. This means that organizations can include rent and other eligible amounts already paid in respect of a claim period as well as amounts that are payable for the claim period when submitting their CERS applications. Amounts that are not paid at the time of the application will have to be paid no later than 60 days after payment of the subsidy.

To be eligible, organizations must be individuals, taxable corporations and trusts, non-profit organizations or registered charities. Public institutions are generally not eligible for the subsidy. Eligible entities also include the following groups:

  • Partnerships that are up to 50 per cent owned by non-eligible members;
  • Indigenous government-owned corporations that are carrying on a business, as well as partnerships where the partners are Indigenous governments and eligible entities;
  • Registered Canadian Amateur Athletic Associations;
  • Registered Journalism Organizations; and
  • Non-public colleges and schools, including institutions that offer specialized services, such as arts schools, driving schools, language schools or flight schools.

Applying for the CERS

Qualifying organizations can apply for the CERS through the CRA’s My Business Account or Represent a Client.  Visit CRA login services to register.

As part of the application process, qualifying organizations are required to register in My Business Account or Represent a Client for a new Business Number Program Account Identifier, used specifically for the CERS program.  This can be done online and takes just a few minutes. Organizations also need to provide specific information and attest that they meet the eligibility criteria for the program.

The CRA has launched CERS web pages, including an online calculator, to assist qualifying organizations in preparing their applications.  Organizations are encouraged to use the CERS calculator, which guides applicants through a step-by-step calculation of the CERS and helps them determine the subsidy amount they can claim based on the information they enter into the calculator.  Applicants who take advantage of the CERS calculator will be able to use the printable statement feature to enter required information into their application, enabling them to submit their claim quickly and easily.

The CRA will collect applications and optimize our automated verification process based on information gathered through the applications that are received. This will enable the CRA to process applications through our automated verification system on November 30 and begin issuing payments within 3-5 business days.  As such, qualifying organizations can apply at a time that’s convenient for them over the coming week.

Qualifying organizations are also encouraged to register for direct deposit as this is the fastest way to receive CERS subsidy payments.  Organizations that are not registered for direct deposit should allow additional time for their cheque to be delivered by mail.

Additional information is available on the CERS How to apply web page.

CRA validation of CERS claims

The CRA recognizes that many businesses, non-profits and charities have been severely affected by the COVID-19 pandemic, and is making it a priority to deliver CERS payments as quickly as possible.  To this end, the CRA has developed validation processes allowing many claims to be paid without manual intervention, and ensuring that interventions to verify information are handled quickly and with a minimal administrative burden.

To ensure that payments can be issued in as timely a manner as possible, the CRA will process claims through an automated verification system that compares claimant information with information already on file.

In situations where the CRA does not have claimant information on file, or where we do not have enough information on file to verify a claim, we may contact applicants to request additional information, such as lease agreements.  In addition, we may need to contact third parties to validate information such as mortgage payments.  We encourage organizations in this situation to provide any additional information we request without delay, as this will help to expedite the processing of the claim.  A list of the types of documents we may request is available on the CERS web pages.

For more information

Please visit our CERS web pages and our CERS infographics (Take a look at the new Canada Emergency Rent SubsidyThe Canada Emergency Rent Subsidy has got you covered, and We’re here to help) for more information about the subsidy and the application process.

Canadians who would like to obtain information by phone can call 1-800-959-5525.  This line offers access to agents who can provide information about eligibility requirements, calculating the CERS, or how to apply.  The line is operational on extended hours from November 16 to November 27, from Monday to Friday, 9:00 a.m. until 8:00 p.m. local time. After November 27, it is expected to go back to regular hours, from Monday to Friday, 9:00 am until 6 p.m.

To learn more about how the CRA continues to support Canadians through the ongoing pandemic, go to CRA and COVID-19: Changes to taxes and benefits. To get the latest information please bookmark this page as we update it often, and be sure to follow us on our social media channels.

Diversifying your income with Affiliate Marketing

By | Business

Diversifying Your Income with Affiliate Marketing

COVID-19 has had a major effect on the fitness industry with gyms closing and trainers out of work. We know that many trainers are currently struggling to make ends meet without a consistent paycheck coming in, and we want to help. One of the best pieces of advice that we can offer to personal trainers is to diversify your income. This means that you would have revenue coming in not only from your training services, but from other avenues as well. Setting up multiple revenue streams, especially some that are passive, can lead to more job security and less work in the long run. None of us could have predicted this pandemic, and none of us know how long it will last, but by diversifying your income, you can feel more secure to get through these trying times.

What is Passive Income?

As a personal trainer, you can only work so many hours. If your only form of revenue is from your training clients, eventually you will reach your max. hours and will no longer be able to increase your revenue.  This is where passive income comes in.

Passive income means that you are earning revenue with little to no ongoing work on your part. It is, essentially, passive. Passive income typically requires more work up front to ensure your product or service is set up properly, but eventually you will be able to step back from the project while still continuing to earn revenue from it.

When you diversify your income, you can earn extra cash as well as provide more value to your clients with additional resources and support.

Examples of Passive Revenue Streams for Trainers

  • E-Books
    • What would you consider to be your area of expertise? Can you write about it in a way that is useful and applicable to others? Determine what area(s) of your expertise will be of value to your audience and create an e-book centered around that idea.
  • Pre-Made Workout Programs
    • Design a program that can be used by many and sell this on your website.
  • Products
    • Selling branded products, for example clothing or equipment, is a great way to make some extra cash as well as market your personal training business. The equipment can be especially useful for your clients while they are working out from home.
  • Affiliate Marketing
    • Partner with a brand you trust and offer discounts and trusted recommendations to your clients.

Affiliate Marketing

Through affiliate marketing with brand partnerships, you can earn commission for marketing the products of another company. Typically, the company you partner with will give you a discount code for their products that you can share with your clients and community, and you will earn a percentage of sales made using your code..

This is great when offered by a company that you like, use, and trust.

Kaizen Naturals Affiliate Program

Kaizen Naturals is a Canadian manufacturer of proteins and supplements that offers an affiliate program for personal trainers. Support your clients and earn cash back by signing up for the Kaizen Naturals Affiliate Program. With this program, you’ll be given a unique 20% off discount code for that you can share with friends, family, and followers, and you’ll earn 10% cash back on all net sales made using your code.⁠⠀

Feel good about recommending a trusted, natural, Canadian brand of supplements to your clients when they inevitably ask for your recommendation.

Excelling in the Affiliate Program


Authenticity is key to excelling in affiliate marketing. Your clients trust you and your opinion, and it’s vital to stay true to your values by promoting only products that you believe in. With the Kaizen Naturals Affiliate Program, you can use your discount to purchase products for yourself and test them out, if you haven’t already, prior to recommending to your clients.

In order to remain transparent with your followers and clients, you should also disclose that a material connection exists between yourself and the brand with which you are partnering. This relationship disclosure will not only ensure that you are adhering to Ad Standards regulations, but will also maintain the trust between yourself and your clients.

Knowing What to Recommend

The supplements that you recommend will vary from client to client based on their lifestyle and goals, but a good place to start with all clients is with a protein supplement. Protein supplements should be taken post workout in order to begin re-building the muscles that were broken down during your training session.

Some other goals include increasing strength and building muscle, enhancing recovery, increasing energy, and improving nutrient intake. And there’s a supplement that can help progress your clients towards each of these goals.

Supplements are not necessary to see results in the gym. However, they can help your clients

  • see results faster
  • achieve more
  • take their goals further than they thought possible
  • find the energy to workout
  • recover after workouts
  • ensure that they are consuming beneficial nutrients
  • fill nutritional gaps
  • increase nutrient intake after exercise
  • improve poor eating habits.

Need more information on the different types of supplements and their uses? Check out the Kaizen Naturals Beginner’s Guide to Supplements.

Marketing Ideas

There are many ways to market your discount code. The most successful way for you will be different than the most successful way for the next trainer. It will depend on your relationship with your clients, where you are active online, and how you choose to market yourself. Below we’ll list some of our favourite methods.

  1. Direct recommendations. This is the best and most effective way that we’ve found to market your discount code. When clients are asking for nutritional or supplement advice, you can offer your recommendation and provide them with your discount code.
  2. Social media marketing. Share your story on social media. Show what supplements you are using and explain when and why you take them. We also recommend adding your discount code into your bio on Instagram so that your clients can refer back to it when they are ready to make a purchase.
  3. Blog posts. Write a blog post about supplementation and share your discount code within it. Think about what questions your clients might ask and share your answers in the post.

Support from Kaizen Naturals

Here at Kaizen Naturals, we want to help you succeed. We offer a number of marketing support items to get you started, including posters, business cards, and social media graphics, all with your unique discount code on them.

Interested in learning about the other items we can provide? Send us an email at

About Kaizen Naturals

Kaizen means constant never-ending improvement. It is a dedication to deliver innovative products made with the highest standards and quality ingredients. It is a commitment to create naturally clean nutrition, made right here in Canada. After all, we know that in order to live your best life, you need to push boundaries, raise standards and always try your best.

Our goal is to produce trusted, clean nutritional supplements, certified by NSF, the world leader in independent testing. Our products are non-GMO as well as gluten and peanut free.

As we continue to expand and innovate, we do so with cutting-edge research and development, Good Manufacturing Practices and environmentally mindful business practices.

We’re social! You can find us on Instagram, Facebook and Twitter.

Business Spotlight: Power WearHouse

By | Business

What type of business are you in?

We are a health and wellness company, that specializes in weighted wearables. Unlike many other fitness equipment companies, we are not in the business of introducing a new exercise or changing people’s lifestyles. We believe in the democratization of fitness. Our weighted wearables simply and effectively amplify the benefit of existing training and exercise routines for everyone from professional athletes to weekend warriors to those simply trying to lose a little weight.

Tell us about your business?

We sell products that increase the intensity of your workout. There are two ways to do this. You can either add time or weight. All of us are time pressed. Adding a weighted vest, shorts, wrist or ankle weights allows you to effectively and easily increase your burn.
We’ve heard our vests are so comfortable that it is easy to forget that you are wearing them. They fit like a second skin. Interestingly, we’ve had a great response to our products from the osteoporosis and autism communities as a result! And we are thrilled about it!

How long have you been in the industry?

We’ve been in business since 2019.

What attracted you to the fitness industry?

I am a certified Pilates Instructor. I live a very active lifestyle from travelling around the world scuba diving to stand-up paddle boarding. Through my own fitness endeavors, I thought there was a hole in the market for a comfortable, breathable, made to last weighted vest designed for everyday people. So, we set about designing this line and sourcing other complementary items. I wear my weighted vest and wrist weights on the reformer, running and during rowing classes. Our products are highly relevant for virtually any kind of workout, from aquatic training to walking around the block!

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

Our great challenge so far has been dealing with the many complications from the COVID-19 pandemic, especially the supply chain. Our factories were shut down for several months and are still working at half capacity. Ocean shipping has slowed and air freight is now even more expensive. Steeply rising insurance premiums have significantly increased our operational costs. Sales have also been challenging as many retailers are over-inventoried as a result of their bricks and mortar locations being closed for some time so they are reluctant to take on new products.

Like other businesses, we’ve had to adjust to the new consumer environment. For example, given the weighted vest production delays, cautious consumer buying and closure of gyms/studios, we have introduced a new range of lower priced items that support getting more out of your at-home workout. This has always been part of our business model but the timeline has been greatly accelerated.

What do you hope your buyers achieve within your product/service?

I hope our weighted wearables become a part of daily life for our customers. That they see the benefit, and enjoy the thoughtful product design, details and lasting quality that help get the most out of their workout.

Tell us your greatest memory/highlight in your career?

One of my greatest memories was receiving a national leadership award for innovation when I was a Senior Vice President, General Manager at Rogers Communications.

How long have you attended canfitpro events?

This is our first year at a canfitpro event. canfitpro is a strong and supportive professional community; we’ve signed up for all the fall conferences.

What is the percentage of Canadian business you currently have?

Our business is mostly Canadian at this point, but with our social media and influencer strategy we are picking up more business in the U.S.

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

They say it takes a village to raise a child and I say it takes a community to successfully launch a brand. I am beyond appreciative to our team from around the world including Canada, the U.S., Mexico and the U.K. who are sharing their expertise.

We expect to launch with a major national sporting goods retailer this fall. We also have an active affiliate sales program along with a digital and influencer strategy.

For more information and to view our products, visit our website.

Keystone Fitness Equipment Superstore: Build your home or professional gym for less

By | Business

What type of business are you?

We are Canada’s leading provider of refurbished and used commercial fitness equipment.

Tell us about your business?

With over 30,000 square feet and more than 2,000 machines in stock, Keystone offers the largest inventory of used equipment in Canada.  We employ a large staff of experienced commercial fitness equipment technicians as well as a knowledgeable sales team.

How long have you been in the industry?

Keystone has been operating in the fitness industry for more than 20 years with automotive industry roots that date back to the 1950’s.

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

Our greatest challenge by far was sourcing used commercial “gym-quality” equipment while at the same time keeping it affordable.  We have achieved this by establishing long term relationships with national gym operators and by relying on word-of-mouth and referrals from customers rather than expensive advertising.

What do you hope your buyers achieve within your product/service?

We hope that our customers can buy the same quality of equipment they have at the gym for their own personal training studios or home gyms without breaking the bank.

What is the percentage of Canadian business you currently have?

Keystone’s focus is on the Canadian market at roughly 95% of our sales.  The remainder of our sales are to developing countries with more basic needs.

What equipment is essential for a home gym?

The easy answer is “whatever they use at the gym” but the essentials our clients demand are typically dumbbells and an adjustable bench or an Olympic bar with plates and a power cage… along with their favorite piece of cardio equipment.

I have limited space at home. What equipment would give me the most benefits in a small space?

For cardio equipment that would be a Spin or Stationary bike with wheels that can be easily moved out of the way.  The ideal piece of strength equipment for a small space would be a 2 stack Functional Trainer that tucks nicely into a corner… there is not much you can’t do with one of those!

Should I get free weights or weight machines?

Right now?  Whatever you can find 🙂

Where can I find dumbbells and plates at a reasonable price?

Kijiji and Facebook are not where to look currently for reasonable prices on free weights.  Keystone has a large inventory of Olympic plate & dumbbell sets that are still at pre-pandemic prices.

Where have all the Indoor Cycling bikes gone?

Into people’s homes!  The demand for Indoor cycles has never been greater and it has been tough to find used bikes at a decent price.  After being out of these bikes for 6 months Keystone has finally received hundreds of new and used commercial bikes for home and commercial use.

Why are neighbourhood “garage gyms” such a big deal?

In a time where socializing is discouraged, people are building the coolest Fitness Caves!  One neighbour gives up their garage and turns it into a Fitness Studio.  Everyone pitches in and buys a piece of equipment then they all workout inside their own “fitness bubble”.  Real fitness equipment is a huge step up from the milk jug kettlebells we saw in March.

Is one-on-one training making a comeback or is virtual training replacing it?

Studio owners who can offer this type of training in a one-on-one atmosphere can naturally follow the current rules so there has been a resurgence.

I’m opening my own fitness studio. How can Keystone Fitness support me planning and executing it?

Keystone can assist with free layout planning, equipment sourcing, financing and delivery/set up making it a seamless and affordable solution.

Is the quality of refurbished fitness equipment comparable to new equipment?

A refurbished piece of fitness equipment from Keystone is as good mechanically as the same piece of equipment when it was new.  We use original equipment manufactured parts whenever possible and replace all parts that are subject to wear to ensure many more years of trouble-free operation.

Is used, non-refurbished equipment available as well?

Yes, for those who want to save money or simply have more equipment to use we also offer used/serviced equipment.  This equipment receives basic service to check for proper, safe operation as well as lubrication and adjustments prior to leaving our facility.

To get your own fitness equipment, visit the Keystone Fitness website.

Jim McPherson Jr.

President/Founder of Keystone Fitness Equipment Superstore, Jim has been in the industry since 2000.


Lessons Learned: Transitioning to Online Training

By | Business

By James Breese

In today’s world of choice, those who want to get fit have two options: hire a personal trainer or look for an online training program. Each option has its pros and cons, and while in a post-COVID-19 world everyone is now “offering” online personal training, it isn’t the best solution for everyone. Sometimes, an in-person personal trainer is the best choice. However, we now must accept, as personal trainers, online training isn’t going to go anywhere anytime soon – in fact, it’s only going to get bigger as more and more people are hesitant about re-joining a gym. This means one thing, we as trainers need to adapt fast to this new emerging market or risk missing out.

Technology has changed every aspect of the way businesses operate. It was only a matter of time before it hit the world of personal training. Even Apple is investing heavily in health care and wellness. According to Tim Cook, CEO, “health care is big for Apple’s future.”

However, in the grand scheme of things, online training is still in its infancy.

As the rise of online training continues, so does the rise of fitness marketing companies. These companies and individuals are starting to make some big promises. They’re preying on the fears and insecurities of trainers, and as a result, trainers are jumping in with two feet despite what some might consider wild promises.

These include:

  • Earn $10,000+ a month.
  • Grow an online training business for a guarantee of increased income and freedom.
  • Afford more time with family and friends.

They’re very enticing and it’s no wonder that so many personal trainers are now turning to these online companies for help. Wouldn’t you? Who doesn’t want to earn $10,000+ a month, right?

Before you start investing your hard-earned money, I want to share with you the best bit of advice I can offer to help you get online for free and maybe save you a few cents, and a bit of heartache too. I learned the hard way, and I hope this advice will serve you well and help you avoid the same mistakes I made!

There are three secrets to getting started with online coaching. They are:

  1. Choose the correct software for you and your business.
  2. Develop a system of assessments suitable for online training.
  3. Getting your first online client(s).

Step 1: Choose the Correct Software for Your Business

Online personal training software is not just a valuable tool to create, deliver, and maintain your coaching services – it is essential for your business to make you stand out and look more professional. The more clients you have, and the more complex your business becomes, the more you and your clients will rely on the software to keep in touch and stay on track.

Personal training software should make your life easier. Too often, it doesn’t. Sometimes it’s because people chose a platform that wasn’t suited to their needs or tech skills. The challenge is picking the right one for your business. My advice here is to take up two to three offerings with some different providers (we use True Coach at Strength Matters) and make use of their 30-day trials. Get comfortable with the software and determine which is the best fit for you. There’s no one platform that’s right for everyone. Then when your free trial ends, take the one that best suits your needs.

Step 2: Develop a System of Assessments for Online Training

One of the biggest mistakes I made when I started online was by not having a system of assessments that were suitable for online training. I thought I could just get through it. Boy was I wrong. Let this story be a tale of caution. The day I decided to do online training I emailed my entire email list and overnight we secured 82 new clients (this isn’t the norm ty the way, this is after years and years of hard work). Within three months, only seven stayed with us. SEVEN!

Why? Because we were disorganized, had no systems, and we couldn’t assess people to put them into certain categories or deliver a truly personalized service. We were truly terrible at delivering an online service. With online, you can’t visually see what’s going on like you would when someone walks into your facility and not everyone is as competent as you in doing certain movements or assessment procedures.

The way we got around this was creating assessments around the four pillars: health, movement, strength, and cardio. Then, I tested them out with my mother – I did the ‘Mom test’. Could my Mom follow the instructions and do them correctly? If it was a yes, we kept them in, if it was a no, we disregarded or modified them accordingly.

Either way, don’t do what we did, avoid my mistakes as I’d hate for you to lose 75 clients too. With your new shiny online training software, figure out how you will deliver assessments, play with the software, and try them out on yourself – don’t assign them to clients yet. Make sure you know how it works first!

Step 3: Getting Your First Online Client(s)

This is the exciting bit – getting your first online client(s)! However, contrary to what some of the online marketing companies are telling you, don’t go spending money on Facebook advertising, or at least not yet anyway! There’s a lot of expensive mistakes you could still end up doing (like me). So, before you go inviting every man and his dog to join your online training services, my advice would be to follow this simple methodology to get your first online client(s):

  1. When you are comfortable with the training software AND have your assessments nailed down, invite YOUR BEST in-person training client who is tech-savvy to try this new system out with you. They will be more forgiving and will be excited to join you on this journey. Stick with just one client for now, until you feel comfortable.
  2. Once you’ve spent time working with just one client online, repeat the process. Invite your next best client to join you so you have two people. There is a big difference between working with one and 10 people online, so don’t jump to big too soon.
  3. Keep repeating this process until you have as many of your current in-person clients using this new software as you can handle or want. Then when you’re ready, and only then, is it wise to start advertising it – as you’ll already be comfortable to handle any online eventuality that may come your way. And trust me, they will.

Online training is a liberating experience for personal trainers – it really does allow for the lifestyle you have always dreamed about. It’s one of the best things we ever started to offer at Strength Matters. However, it’s also quite daunting. Hopefully, by following the advice above, you won’t be overwhelmed, and it won’t cost you too much money to get you started. And remember, this new shiny piece of software will work just as well for your in-person clients too. It becomes a big talking point and they start to share their app and results with friends and family – which becomes a referral network for you.

About James Breese

Besides chief dream maker at Strength Matters, James Breese is an author, speaker, podcaster, and vlogger.  You’ll mostly find James in the mountains of Wales or Austria as well as drinking coffee, going to the cinema, listening to live music, playing cricket, and watching his beloved Wales rugby and Manchester United soccer teams.


We’re Closed

By | Business

Once again, many Fitness Clubs and Studios across Canada are being forced to close their doors.  The solitary unknown is, for how long?  This past Spring, when doors closed to flatten the curve and the spread of the virus, no one knew that it would be several months before they would reopen or the residual effects of the member’s confidence returning to a previously familiar space.

During the closures, gyms responded as expected, with temporary layoffs to immediately reduce expenses or face the risk of a permanent closure.  Thousands of fitness professionals and professionals working in the Fitness Industry across Canada were impacted by these decisions, including but not limited to Fitness Instructors and Personal Trainers, leaving many asking, “What do we do now?”.

The response to this question led to the sweeping emergence of Virtual Fitness and start of several new fitness businesses.  Fitness professionals started launching their brands online utilizing the many video streaming platforms.  Questions about the best microphones, audio plug-ins, royalty-free music, liability insurance for online training were some of the top inquiries we received at canfitpro.  Opposite to the rise of virtual training were trainers that refused to go online.  The idea of training online went against their values and beliefs as their practice was centered around the safety and effectiveness of in-person training.

With Summer approaching and benefits of the great outdoors, both groups would look ahead to taking their practice to parks, fields, and backyards, frankly anywhere to see their clients again and build community.  This was refreshing, but it was also very brief.

In comes the second-wave.  The rising case counts and growing concern for public health has led to the second mass closure and gyms are at risk of survival.

This time can be your time!

With doors closed, Fitness Professionals are again taking matters into their own hands, launching their individual Fitness Businesses once again.  What may have been a considered a temporary solution for instructors and trainers may become a permanent future.  With thousands of certified professional members that need to make a living for themselves, canfitpro has partnered with a number of companies that offer services and products to help.  Our newest partner OWNR, is a third-party business designed to make it easy and affordable for you to start, manage, and grow your business.

OWNR helps new businesses get registered using a full-service approach including name search, registration, and further support with logo design, brand materials, website design, and more with the use of technology and seamless customer service.  To learn more, visit our partner page.

Check out other canfitpro Partners that can help your fitness business success:

How many times have you talked yourself out of starting your own fitness business?  How many times have you started and gave up too soon?  Remember, every successful fitness business started somewhere with something, and that something was belief in oneself.  So, the next time you ask yourself why someone would decide to choose you, remind yourself, WHY NOT YOU?

You have what it takes to become an owner, so no more waiting.  The doors on the club may say ‘We’re Closed’, but yours is ‘Now Open’!

Robert Robinson
Diversity & Inclusion Committee, Chair
Manager, B2B Sales & Strategic Partnerships


About Robert Robinson

Robert Robinson is the Manager of B2B Sales & Strategic Partnerships at canfitpro and a certified Personal Training Specialist for over 7 years. He led the revision of the current edition of canfitpro’s Personal Training Specialist program and now oversees the B2B Business Unit. Robert is an experienced sales professional with over 15 years in the financial and fitness industry. His personal focus is to enlighten others about making individual and collective choices for positive change.

Business Member Spotlight: Gleevie

By | Business

What type of business are you?

Gleevie brings customers joy and accessibility while keeping an environmentally friendly mindset with innovative products.

Tell us about your business?

Glee/ Vie
Glee meaning joy, vie meaning life.
Gleevie’s reusable collection (silicone food storage bag and collapsible coffee cups) and portable blenders bring you joy and accessibility while keeping an environmentally friendly mindset.

How long have you been in the industry?

We rebranded and launched our signature product, Blen2Go Portable Blender, in October 2019, and since then our business is booming with clients' love and support.

What attracted you to the fitness industry?

We've always loved staying healthy and active, which has helped us stay motivated. However, as entrepreneurs, we often at times find it hard to keep everything on track; work, fitness, healthy diet, family, etc. Therefore, we wanted to create something that's easier and more convenient while pursuing a healthy and active lifestyle.

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

The greatest challenge we've encountered was getting visibility while all the in-person events were canceled due to COVID-19. Blen2Go always does super well at in-person events since customers can personally experience the functions and the power of the blender. As such the close down has hit our business very hard. We had to adapt and come up with creative strategies that would showcase our blenders to our customers, regardless they are on the go or staying at home. What we did was create various fun recipes by using Blen2Go, and consistently showed up on social media and engaged with our customers and audience. Showing our customers how to stay healthy while staying at home with Blen2Go, and how to use it to make multiple fun recipes was definitely a life saver to our business during this challenging time.

What do you hope your buyers achieve within your product/service?

With Gleevie products, we hope our clients could feel as though having, and maintaining a productive and healthy lifestyle is not as hard as it may seems. It can be accessible and easy!

Tell us your greatest memory/highlight in your career?

The moment when our clients told us that our products have made their life so much easier and healthier with a bright smile.

How long have you attended canfitpro events?

2020 actually is our first year attending a canfitpro event. We are really looking forward to connect with the canfitpro audience via the virtual trade show.

What is the percentage of Canadian business you currently have?

Around 65% of our clients are based in Canada.

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

We plan to attend virtual trade shows in Canada to connect with potential clients. We will also connect with more Canadian gym-goers and fitness lovers, and share our products with them. Next, we will provide our Canadian community with products with great value for the holiday season. Last, we will show up consistently on social media, and maintain relationship with our Canadian customers.

Visit our website!

How To Get Your Studio Profitable And Growing Again During COVID-19

By | Business

By Sean Greeley, NPE Founder & CEO

We’ve been through arguably the most damaging period of the fitness industry’s history. Studios and gyms have lost many clients and a lot of revenue. Everyone’s trying to figure out what to do next.

You may be questioning:

  • Am I going to lose money?
  • Will my clients ever come back?
  • Will I just burn cash?
  • Is it even worth it to try and rebuild my business?

The answer is YES… you CAN re-engineer a more profitable, high cash-flow fitness business.

But to do that you’ll need to reassess your business… and be willing to make changes. These changes might be small, or might require complete overhaul of everything in your business.

The fact is there IS still tremendous demand for fitness services in the market. People still want to lose weight, get stronger, look better, get out of pain, and more. And they’re willing to pay for support to solve their problems and achieve their goals.

It’s the way we deliver value to the client through our services offerings, how the business model is engineered to make a profit, and how you go to market with finding and signing up new clients that must evolve.

Let’s explore each of these further….

How does your business deliver value to the client?

We measure value with an equation: Value = Client Experience + Relationships + Results

When you deliver great value to clients, price no longer becomes an issue. Because clients aren’t buying on price, they are paying for the great value they receive.

Client experience refers to the experience someone has at every ‘touch point’ with your business.  What is their experience when they call you on the phone, walk in through your doors, interact with your team? All of these things (and more) contribute to their experience of doing business with you.

Relationships are also extremely important to clients. When they feel part of a community, connected to your team, to you, and have friends that they look forward to seeing, they receive something invaluable.

Results are about the transformation. That usually involves not just a physical transformation of some kind, but a mental and emotional one too. Fitness impacts every area of our life when it comes to our health, relationships, career and more. The more results we get, the more that spills over into every area of our lives.

All those add up to the value you provide your client. And they will pay premium prices for that value, which in turn means more profits for you.  

How is your business model engineered to make a profit?

Whether you want to serve clients online or offline, or through private, semi-private, or group delivery of services, there are lots of ways to make money and run a profitable business.

Profit is engineered by managing the numbers that drive your model. There are 7 questions you need to answer to start engineering more success:

1. What’s your model? Group, semi-private, private.

2. What’s your pricing and packaging? Program, commitment level, sessions per  week, and weekly investment. This can be complicated and it’s important to get support in making decisions in this area of your business.

3. What are your gross profit margins? You need about 60-85%, depending on  your model.

4. What are your income goals? How much do you want to earn? Not just take  home pay, but consider the amount of profit that you’ll be required to reinvest in the business for continued growth and success.

5. What are your expenses? You need to know your cost structure, and the relationships between fixed and variable expenses.

6. What’s your average client value? How much money does each client bring in?

7. How many NET clients do you need to hit your goals? This is your most important number you need to know and focus on to succeed.

You can’t track seven numbers in your head at the same time.

But you can focus on ONE NUMBER (such as NET CLIENTS) that when you hit it… ensures your business works as planned and you achieve all your financial goals.

How will your business find and sign up new clients right now?

Think strategically. You don’t want to just “promote” your services with free trials or discounts. Instead, get clear on your ideal client. Get clear on the messaging and offer that will actually solve their problems. Educate prospects on how to solve a problem with content marketing. And inspire them with success stories.

Next, master your sales system so you’ll know how to communicate with your ideal client in an effective way. We teach the 7-step AUTO-CLOSER® Sales System that shows you how to lead conversations with prospects in a way that uncovers their needs and inspires them to commit to their goals.

Finally, you need to get some easy and inexpensive wins to drive in the right clients with:

  • Networking (online & offline)
  • Content marketing (education + offers)
  • Public Speaking
  • Referrals
  • Bring a Friend Campaigns
  • Advertising (online & offline)
  • Partnerships (local business alliances)
  • What else?

These strategies will start driving in the right clients you can help, with an upgraded business model that delivers more profits and cash flow.


Yes, the fitness industry has been through the wringer, but you can rebuild and grow a highly profitable fitness business with the right strategies, plan, and action steps.

The first key is to increase the value you deliver to your clients. Next, re-engineer your business model by answering the 7 questions to improve profitability.

Finally, stop discounting and using promos. Instead, think strategically about finding and signing up new clients – while also focusing on quick wins to get clients in the door right away.

No matter what disruptions have occurred in the fitness industry, people need your help now more than ever.

Deliver the value they need, engineer a profitable business model, and get a sales and marketing plan in place to attract great clients and help more people achieve their goals.

About Sean Greeley

Sean Greeley, Founder and CEO of NPE, has an unrelenting passion for empowering fitness business owners to grow their business and create the life they want. Since 2006, NPE has helped over 45,000+ fitness professionals and studio owners to grow their business, take home more money, and have the time freedom to enjoy it.

To learn more about finding your Thrive Zone and the steps you need to take next, register for a free eCourse “Your Fitness Business Model 2.0: Increase Your Studio/Gym Revenue After COVID-19: A step-by-step guide to delivering more value to clients, upgrading your business model, and increasing your profits & cash flow”. Go to:

La Coalition Nationale Des Salles D’entrainements Adopte Des Mesures Extraordinaires

By | Business


La sécurité, et la santé mentale et physique sont une priorité absolue ;

la survie de cette industrie de 4 milliards de dollars, mise sous une pression économique sans précédent, est remise en question
sans un appui gouvernemental adéquat.

« Les Canadiens risquent fort de voir disparaitre plusieurs établissements d’entrainement physique de leur voisinage. »

EDMONTON, Alb., 20 octobre 2020 – La principale priorité de plus de 6000 établissements de conditionnement physique du Canada est de faire en sorte que tous les Canadiens profitent d’un environnement hautement sécuritaire pour se concentrer sur leur santé physique et mentale pendant cette période pandémique sans précédent.

Le Conseil canadien de l’industrie du conditionnement physique (CCICP) s’est engagé à satisfaire, voire à surpasser les directives émises par le gouvernement et les autorités sanitaires qui se sont avérées efficaces pour réduire les risques de transmission du virus. Le CCICP s’est également engagé à collaborer avec les fonctionnaires de la santé publique et du gouvernement pour établir les consignes et les règles visant à mettre en priorité la santé et la sécurité.

« Nous connaissons les effets positifs de l’exercice sur la santé physique, psychologique et sociale des gens, et nous sommes engagés à fournir des solutions sécuritaires, nous dit Scott Wilderman, président du CCICP, nous souhaitons travailler à titre de partenaire actif avec les autorités gouvernementales et sanitaires et les aider à prendre des décisions factuelles pour protéger nos membres et nos employés, et nous permettre de garder nos portes ouvertes. »

« Nous accueillons à nouveau un nombre croissant de personnes dans nos établissements, mais nous avons désespérément besoin du soutien gouvernemental pour assurer notre viabilité dans ce nouveau contexte de restrictions et de fermetures ponctuelles. »

Les établissements de conditionnement physique canadiens génèrent des revenus annuels de près de 4 milliards de dollars et emploient des dizaines de milliers de personnes. Le CCICP représente toutes les classes d’établissement, des plus grands réseaux — Énergie Cardio, GoodLife Fitness, Orangetheory Fitness, MOVATI Athletic, GYMVMT, Trevor Linden Club 16, etc. — aux milliers de studios et clubs indépendants qui luttent également pour survivre dans un contexte de restrictions de capacité, de fermetures ponctuelles, et de menaces de fermetures futures.

« En tant que propriétaire d’une petite entreprise, la fermeture du printemps a contribué à disséminer nos moyens financiers, dit Jeff Ardron, président directeur général du Fitness Unlimited Athletic Club à Maple Ridge en Colombie-Britannique, nous avons pu rouvrir, mais ce ne sont pas toutes les salles d’entrainement et tous les studios qui ont eu la même chance. Nous avons obtenu l’appui de nos membres, mais si nous devions fermer une seconde fois, je ne suis pas certain de ce qui adviendrait. »

« Actuellement, la plupart des établissements opèrent à environ 60 pour cent de leurs revenus d’avant-Covid, dit Wilderman, du coup, ils ont investi d’importantes sommes pour se procurer des équipements de protection individuelle, des produits de nettoyage et de désinfection, et pour former leur personnel, et c’est sans compter les autres dépenses liées aux mesures de protection des employés et des membres. Les Canadiens risquent fort de voir disparaitre plusieurs établissements d’entrainement physique de leur voisinage. »

Parallèlement à l’industrie du conditionnement physique, les entreprises connexes telles que vendeurs et fournisseurs de vêtements d’entrainement, d’équipement, de suppléments alimentaires, les entreprises d’entretien ménager, et les propriétaires ou sociétés immobilières, etc. ont toutes été durement touchées.

Depuis les fermetures imposées dans le cadre du confinement du printemps dernier, le CCICP a travaillé en étroite collaboration avec ses filiales provinciales pour fournir des directives et des normes conformes à celles émises par la santé publique. Ces efforts ont permis aux établissements de rouvrir avec prudence et de manière responsable l’été dernier et de poursuivre leurs activités.

Les établissements membres du CCICP sont reconnus pour exploiter des entreprises sécuritaires et pour leur respect infaillible des consignes. Parmi ces dernières, les membres du CCICP se sont engagés à :

  • Augmenter la fréquence et la rigueur du nettoyage ;
  • Mettre à la disposition du personnel et des membres une plus grande variété de produits de nettoyage et de désinfection de qualité supérieure ;
  • Offrir la possibilité de réserver une plage horaire pour son entrainement ou de faire des entrainements de durée limitée, ce qui simplifie également le suivi de contacts ;
  • Utiliser les services de surveillants ou « d’ambassadeurs de conformité » qui voient à ce que les membres et le personnel respectent les normes de sécurité renforcées ;
  • Prévoir suffisamment d’espace entre les appareils et l’équipement en ayant recours à diverses méthodes de marquage au sol pour assurer une distanciation physique appropriée ;
  • Rendre obligatoire l’utilisation efficace des protocoles en lien à l’ÉPI ;

Les protocoles adoptés par les membres du CCICP garantissent que l’industrie est prête à appuyer les individus dans leur démarche santé de la meilleure façon qui soit ; le Dr Sharkawy, spécialiste canadien en maladies infectieuses, basé à Toronto en Ontario, a affirmé que « Les établissements de conditionnement physique peuvent jouer un rôle crucial contre le stress, et dans le maintien d’une bonne santé en temps de pandémie… » (Twitter @SharkawyMD)

Depuis leur réouverture initiale post-confinement, les établissements de conditionnement physique canadiens cumulent plus de 20 millions d’entrainements. L’une des clés du succès de l’industrie est sa capacité unique de contrôler et faire le suivi de qui s’entraine dans ses clubs et ses studios. Grâce à la lecture numérique des cartes de membres, d’applications mobiles et de surveillance en personne, les installations sont en mesure de gérer activement la distanciation physique à même leurs établissements. Si une exposition au virus était suspectée, les exploitants de l’établissement pourraient alerter toute personne pouvant être affectée plus rapidement et avec plus d’exactitude que le pourrait une entreprise de toute autre nature.

« Les exploitants des salles d’entrainement de l’Ontario et du Québec travaillent jour et nuit pour maintenir la confiance de leurs membres, employés, et des autorités sanitaires, dit Wilderman, c’est malheureux que, contrairement à toute autre industrie, quelques incidents isolés aient attiré une attention disproportionnée lorsque les normes et les protocoles n’ont pas été respectés — par les membres ou les exploitants. Des milliers d’établissements de conditionnement physique ont repris leurs activités de façon sécuritaire, ont accueilli les membres, et sont prêts à faire face à une nouvelle vague de la COVID-19, le cas échéant. »

« Nous continuerons de travailler ensemble pour protéger nos employés, nos membres et nos communautés et d’offrir l’environnement le plus sécuritaire possible.  Il est de l’intérêt de tout un chacun de faire en sorte que nous soyons tous en sécurité, en bonne condition physique, et mentalement sains. »

À propos du CCICP

Le Conseil canadien de l’industrie du conditionnement physique (CCICP) est l’association professionnelle sans but lucratif qui représente la voix des exploitants d’établissements de conditionnement physique du Canada. Représentant plus de 6 000 établissements, avec plus de 6 millions de membres à travers le pays, le CCICP poursuit un programme législatif dans l’espoir d’améliorer l’industrie du conditionnement physique pour les consommateurs et les exploitants. Le CCICP vise la collaboration de l’industrie et du gouvernement pour améliorer la santé et le niveau d’activité physique des Canadiens.

Pour plus de renseignements, ou pour planifier une entrevue avec un exploitant d’établissement de conditionnement physique :

Trisha Sarker, directrice générale, Conseil Canadien de l’industrie du conditionnement physique (CCICP), 780-908-1710