In Photo: Omar with nutrition heavy weight John Berardi, owner of Precision Nutrition and all around bad ass
Ever wonder what happens when thousands of trainers flock from all over the country to the largest fitness trade show in Canada? Apparently a whole lot of spinning classes, high- fives, bulging spandex, and Richard Simmons references. Now that my protein shake infused haze is over I can safely reflect back on this past weekend. What I saw reveals to me the future trends in the industry and the future is scary (and apparently fluorescent). It also gave me big insight as to why people pursue fitness in the first place. Here are the big takeaway messages I got from the fitness trade show.
1) Focus on what is important NOT what is interesting.
Both trainers and clients suffer from this. Clients ask questions that have little impact on their progress such as “I heard running indoors is worse than outdoors because when you are outside you absorb vitamin D and it gives you more energy!” – errr what? However I’ve just as easily been at fault for this for telling a client about nutrient timing while they are still consuming six Dr. Peppers! Tackle the big issues first and don’t get bogged down by the details.
2) Most Trainers are out of shape.
Look I don’t pretend to know the story of every single trainer and their struggles that they have undergone. I’m not trying to be an asshole when I say this- but most trainers- those who advise the rest of the population to be healthy- are UNHEALTHY. They walk around with their PowerBars and Aloe Vera Water and extra bodyfat and tell you and I how to act. I believe to be respected and to truly understand how to coach you have to be an example yourself of what you preach. And no amount of Nike Frees, bosu balls or Lululemon gear will get you that.
3) We buy what we feel is valuable, people don’t value their health as they should
As a society we spend a lot of money on crap. It seems strange then that a lot of people are hesitant at the price of personal training. Buy a cottage they`ll never use? No problem. Invest in their health and well-being (not to mention their quality of life)? Well…how much is it going to cost me?
I`m biased by being in the industry, but one of our major pursuits in life should be to be as healthy and active as possible. The increase in the quality of life cannot be understated. Yet we sideline this (like our other goals in life) and purchase whats irrelevant (new granite countertops!). We should shift our focus to whats important, not trivial.
4) The true function of a personal trainer is to be a value adder
Part of the problem might be I guess it could be due to the low quality of the average trainer. Most big-gyms hire fresh Kinesiology graduates, pay them a low-wage to train clients and charge the clients high prices. The trainers become jaded and frustrated by long hours and poor pay and the client gets a disgruntled trainer.
A trainer should be worth every penny you spend. To do this they must deliver the results you want. This sounds obvious but it bears repeating. Why workout? For 99% of people its just to feel better about themselves- they want to be comfortable in the body they have. All the other benefits are nice (increased longevity, reduced risk of injuries, stronger, more energetic) but by and large we work out to feel good. Metrics must be established and met. Why pay for something that has no value? Give what the client wants and clients will stop looking for the cheapest trainer, instead of the best trainer.
5) The fitness industry is a lot like the average gym goer: lots of movement no apparent direction
Time ran that article recently about how exercise doesn`t work (I could put together a rebuttal but why do it when someone much smarter than you has already done it?). A lot of my clients were scared that it was true and were panicking. I think it speaks volumes how easily we are manipulated and confused as that article is severely flawed. In the early 90s fats are terrible. Now its carbs. We seem to get dogmatic about one minute detail instead of looking at the bigger picture.
Zumba, Pilates, Boot Camps, Functional Training and more have come into the picture in the last several years. There is always something new coming out but strangely enough, more people are obese than ever before! I think we must focus on whats important, not whats interesting. Have a direction, a goal, and pursue it.
Well that about raps up what I took away. Oh and ps smoking marijuana is scientifically proven to be beneficial for your nervous system (just joking JB!). Disclaimer: I’m clearly joking about this.
Did I miss anything? Who else attended it? Share your thoughts!
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