Returning from IHRSA 2009 in San Francisco, I must admit that best advice was from author and marketing expert Seth Godin. Author of several best-selling books, including Purple Cow, Godin said one thing in particular that should resonate with every trainer: “People are waiting for a heretic.” The fitness industry, although very successful, reaches only a fraction of the people it needs to, and most often, the people it reaches are the ones who would be fit with or without it. The industry - large health clubs in particular, says Godin - aren’t connecting with the folks that don’t buy into the big box idea of fitness.
That’s where personal trainers have a huge opportunity. By nature, our service is individualized, customized… right-sized. It’s about the consumer, not about the business. And if we’ll take the stand as the heretic, shouting from the rooftop that there is a better, faster, more fun way to fitness, people will follow.

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