I love my job. I love that I get to hang out everyday with awesome people. I love that I actually get PAID to watch people get mad strong while I hang out with them. And here’s the thing that kills me every time I sit down to strategize the business end of my business:
It is really f*&$# hard to financially thrive in the fitness industry without using the terms "weight loss, fat loss, belly fat, inches, diet, lean...” If you take a quick look at Facebook pages, website, e-news letters and campaigns etc. across the industry, you’ll be hard pressed to find a site or professional that doesn’t tout some kind of promotion that is sold merely on its powers of weight loss. Why? Because fat shaming sells.
As a business owner, it's tempting to run "6 Weeks to a Better Body!" or "21 Day Detox!" promotions. It's tempting to benchmark waist size, weight, and body fat. Why? Because those are the money-makers thanks to our magazines, movies, TV and diet industry. Trainers like Jillian Michaels, Bob Harper and Tracy Andersen make millions telling people that they would love themselves if only they could fit into that ever elusive jeans size or that magic number on the scale. The diet industry makes *billions* shaming people into buying supplements, products and meal plans that are sold on the idea that you will be an acceptable human being if and when you look like the model on our cover.
But I REFUSE to perpetuate the shame cycle.
Here's the deal: Very few people actually have a weight problem! Most of the clients I see? Have a self-care problem. A heartbreak problem. An unmet need problem. A priorities problem. They come to me unable to trust their bodies, unable to trust themselves and hurt by the very industry that has promised them happiness. I can’t tell you how often my heart has broken for a client that says, “I’ll be happy/desirable/lovable if I just lose X amount of weight.” BULL. S*&$%. These men and women will be happy when they care for themselves, address their wounds and deep unmet needs and make themselves a priority in their own life.
Want to feel strong and empowered? The tag in a pair of jeans WILL. NOT. DO. THAT. FOR. YOU. Instead: Pick up heavy stuff. Then put it back down. And as you do it, remember that you that every day you pick up heavy loads and lay them back down for the sake of ourselves and those around us.
Want freedom and unimaginable joy? The number on a scale will NEVER give you that. Instead: Crack your heart center wide open to the sky in a yoga pose and take 5 deep breaths. Remember to be brave and face the world with your chin up!
Want energy and vitality? Fat burners, diet foods and low-calorie options will leave you empty. Eat live, healthy foods because they nourish you on a deep, cellular level and YOU deserve that nourishment!
Do this stuff regularly? This empowering, enlivening, joyful stuff? You might shed fat and fit into a different pair of jeans.
Do this stuff regularly? This energizing, freeing and loving practice? You WILL face the world in an entirely different way.
THAT is why I'm a coach and a trainer. That is why I refuse to offer a 6-week workout challenge or a 21-day weight loss meal plan. Hard cold truth? If that’s the only thing you’re open to, I’m not your gal. If you’ve tried them all, though and you’re sick of the let-down, frustration and self-loathing? Come see me, call me or email me.
What's your experience with fitness marketing? What has/has not worked for you? We want to hear from you!