The business of fitness involves much more than helping people attain the perfect physique. Any industry professional knows it takes considerable focus on balancing a variety of elements to create a healthy person. In Ayurvedic medicine it is common knowledge that health includes attaining a fit body, emotional well-being, spiritual enthusiasm for life, physical fitness and mental acuity. More importantly, your clientele understands this today more than any other time in the past.

Nothing in life stays the same: if you are not making yourself better, you are allowing yourself to decline. This is especially true in business. The fitness industry has changed over the last several years, evolving into an enterprise that focuses on the mind-body connection. Staying on top of industry trends is critical for any entrepreneur to attain and maintain success. Even if your business is in a niche market such as sport-specific training or post-rehabilitation, there is still room to add additional service offerings that touch upon this mind-body concept.

To what does the mind-body connection refer? It may sound like a voodoo term or metaphysical phenomena, but in reality it is a scientifically-proven construct. The way you think, feel and behave affects your physical health. Chronic stress can create migraines, muscle tension and pain, chest discomfort, elevated blood pressure and ulcers, just to name a few examples. Prevention is the key, but it means offering individuals alternative solutions to the normal quick-fix medicated approaches to which they are accustom.

When incorporating mind-body programs it is important to integrate services that align with your business model. It might not make a lot of sense to add a meditation class to the mix if your audience is constructed of teenage boys focused on high-intensity, sport-specific training. Likewise, an older adult population that might fare well with the addition of a yoga class may not feel comfortable trying suspension yoga. On the other hand, combining sports hypnosis therapy with sport-specific training and meditation with older adult fitness may be a better alternative.

Adding these types of services may not be as difficult as you think. There are a lot of holistic practitioners in the market working to expand their current client platform. Joining efforts can be a win-win scenario that allows you both the opportunity to increase revenues without increasing expenditures. To get started, try doing a search online to find unique mind-body services that align with your objectives. Next, try reaching out to professionals in those areas to see if they would be interested in offering their services in your facility. This can be a great way to improve the overall results of your population, while having a positive impact on your bottom line.

Tammy Polenz, CPT, has been actively involved in the fitness industry since 1991 as a personal trainer, club manager, corporate wellness consultant, and gym owner and designer. She is the author of Think Fit 2 Be Fit, founder of Vedas Fitness in Cleveland, and Wellness Director for Cleveland Hopkins Airport and has been featured in numerous fitness magazines and media. Learn more about Tammy at


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