Have you ever felt burdened by the frustration of your training and nutrition programs not being enough for those clients who you just can't seem to help?

You can't seem to help them, but you also can’t afford to lose them?

Which can lead to those days where you can't find any joy in your work as a fitness professional?

There's a consistent lack of consistency in your clients' success, in your business and in your revenue?

You find yourself complaining more than you ever believed you would and maybe even dreading your life or career more than you want to admit you do?

For nearly 20 years, I watched the fitness industry evolve from the inside and during that time, I admit to feeling every single one of those emotions.

I was an in-the-trenches coach who became the Chief Executive Officer for a major international fitness association.

A consultant to world-class organizations like Nike.

Contributor to major publications such as Men's Fitness, Personal Fitness Professional and Men's Health.

And an educator around the globe.

And through it all, I not only saw the evolution, I was part of it.

I watched us all increase our knowledge in nutrition.

Saw us become more versed and advanced with our training programs.

Marveled at how much we gained new insights into assessments and biomechanics.

And was beyond happy to see the industry increase our revenue by starting to take the reality of business education more seriously.

For the past 25 years, that's what we've done; learn how to be better for our clients - and ourselves - by leaving no stone unturned with respect to the physical realities of fitness and business success.

But has that been enough? With as much as we've evolved as an industry, haven’t we also DE-EVOLVED in remembering what's important?

For an international group of success-driven, responsible, dedicated and committed professionals, why are we constantly arguing over whose training methodologies are best? Or whose nutritional programs are most effective?

Why - in a marketplace that spends billions of dollars every year - do most fitness professionals earn barely enough to survive?

And perhaps even more alarming...

If our training and nutrition programs have evolved so well and our knowledge increased so dramatically...why has the worldwide obesity rate doubled since 1980? Why are more than 1 billion people around the globe currently overweight or obese?

As fitness professionals, doesn't it seem like we've missed something really, really important?

For 18 years in this industry, I saw it all. And quite frankly, I did it all.

But in the summer of 2011, I sold my fitness-based companies and walked away from a soaring, exciting and mega-profitable career because I knew it was time to get away from the dogma and create a revolution; and I couldn't do that while immersed in the muck of it all.

Over the past 36 months, I came to realize what the biggest problem was that is plaguing every single fitness professional around the world: what they don't know about mindset, and this remains the most critical factor when it comes to the success of our clients.

Now, how many times have you heard the phrase, "If you're not assessing, you're guessing?"

Do you agree with it? I do.

I think one of the most important evolutions we made in the fitness industry over the past several years, is when we decided to start taking the idea of assessing our clients basic function levels more seriously. How can we possibly design an effective training program if we don't know where we're starting? How can we even think about engineering a nutritional makeover if we don't have any clue where are clients currently sit with their daily food intakes?

The funny thing is that although we understand, agree with and put into practice those terribly important 'assessment' realities, we completely ignore the other critical assessment paradigm...

Do we actually think that a one-size-fits-all approach to communication and coaching is going to work with every client, every time?

I call it the "The Motivation Deception."

We all agree that there's no such thing as a 'one-size-fits-all' approach to training and nutrition.

That individual variance factors in our clients such as past experiences, previous injury, current lifestyle, schedules, likes or preferences and structural dysfunction all must play a role in us understanding how to provide the best, most applicable services.

And our clients' success is riding on that principle. One degree too far left, we cause injury. One degree too far right, we cause apathy or boredom. One degree too far forward, we miss the mark and positively guarantee that success will be limited, capped or non-sustainable. And yet, we mistakenly believe that this exact same truth doesn't apply to our coaching style. The way we communicate and teach. The way we foster trust. The way we help our clients believe in themselves, in their capacity to create change and in their desire to make our fitness system part of their lifestyle.

One of the very first things I did during my short sabbatical away from the fitness industry was dive headfirst into the art and science of communication. Understanding the incredibly powerful principles associated with motivation and inspiration. What I found was truly earth-shattering…unbelievably important for every single fitness professional on the planet, in fact.

Not all of our clients need the same things. When it comes to communication and teaching. The fostering of truth. Or believing in themselves, their capacity and ability to create change in their lives.

What I found is that from a neuroscientific perspective, the standard slogans are completely wrong.

"Winners never quit and quitters never win" is entirely inaccurate.

"You have to believe in order to achieve," epically untrue.

"Create a goal for what you want and then a plan for how you're going to create it," a remarkably hopeless idea for most people.

What fitness professionals need - for the guaranteed success of their clients, their retention and their business - is a simple, but truly powerful system for learning how to evaluate mindset needs.

And without it, your clients, your business and this industry are going to be stuck knowing that something is missing, but not knowing what it is or how to fix it. Which is why this is the missing link. The evolution that’s needed to happen for years, but hasn’t yet.

You are a RESPONSIBLE fitness professional who takes the role of being a guardian and advocate for your clients health, wellness and performance very, very seriously.

You are DEDICATED to being the very best at what you do and always striving to learn more, become more and do more - both for yourself and for the clients that make what you and I do possible.

You are a COMMITTED and WORLD-CLASS agent for change. Someone who knows how precious the gift of fitness is, how essential the need for performance enhancement is and how much the fitness industry is in DESPERATE NEED of more revolutionaries...the kind of professionals who don’t just follow 'what is,' but become the trailblazers for 'what needs to be.'

I call it Mindset Mastery.

Chrissie Wellington, the 4-time World Ironman Champion, said it best, "The brain is the master computer of the body."

And the incomparable Arnold Schwarzenegger couldn't agree more, "The body is very important, but the mind is more important than the body."

The mind is more important than the body. Think about this for a second and then come to the exact same realization I did in 2011 when I walked away from the fitness industry in order to search for and find our collective missing link...

I knew all about the human body.

I knew all about exercise selection and execution.

I knew all about training methodologies.

I knew all about how to assess movement dysfunctions.

I knew all about nutrition.

I knew all about all kinds of things related to the physical components of my clients and athletes...

... But I don't know ANYTHING about their minds.

With nutrition and exercise, we work to help people change their ACTIONS and HABITS in order to create success.

But actions and habits are merely products of a deeper motivator that stems from the unconscious mind.

The PERCEPTIONS, BELIEF SYSTEMS and EXPECTATIONS that every single one of your clients have, that are almost always hidden from their conscious thoughts. Those factors are what’s accountable for long-term, sustainable success.

Like you, I thought I understood motivation. I thought I truly knew how to inspire my clients to achieve greatness. I also thought I knew how to inspire myself for the same kind of successes. But - and I fully admit this - I was wrong. And it's not until I got into the science of MINDSET SUCCESS that I realized how much more there was to it.

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