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The Ultimate Fitness Journal

Take a look at this. What do you see? It’s a common sight. A personal trainer, a client and a clipboard! Trainers with clipboards have been around since I became a personal trainer at Jack LaLanne’s European Health Spa in Huntington Beach, CA back in 1978! In my opinion it was…

The Power of Niche Fitness Specialists

Here are two different perspectives. What’s interesting, is that they BOTH work. But, differently. I often look at the fitness industry through the lens of my past experience in the music business. The parallels between the two professions are remarkable. Both industries experience rapid trends, passionate communities and niche audiences…

Future Fitness and Digital Platforms

Today, I want to share something important: — not an opinion — not a theory — but real truth … that is shaping the way people choose their trainers, studios, health coaches and wellness providers. These are the six digital realities every health and fitness professional needs to know in 2026 and beyond: ✅ Truth #1 …

Five (5) Digital Truths

Did you know there are thousands of health and fitness professionals who, unknowingly, make the same mistakes with their digital marketing? Most often, it’s because their websites sites were designed by “non-fitness” developers who don’t really understand our business. Or, it’s because the fitness business owner was talked into a digital “lead generating system” – (that actually…

You’ve Got the Touch

I just came back from an AI Conference. Wow… make no mistake. AI is everywhere. It can schedule, analyze and even generate workouts on demand. For efficiency, it’s incredible. For organization, it’s a godsend. But, as much as I love technology and especially AI, here’s the honest truth: There…

You Don’t Need to Be Smart

After 40 years in this business, one of the biggest take aways is this: You do NOT need to be smart to be successful… In fact, trying to “figure everything out” before you take action might be the very thing holding you back. How many smart people do you know who are stuck in…

Are YOU Like Jennifer?

A couple of months ago I had the chance to connect with Jennifer Crowley… We’re building a state-of-the-art website for her studio. Jennifer is a passionate trainer, coach, educator and a total career-driven professional based in Oregon. Like all credible health professionals, she loves working with clients and helping them toward healthy lifestyles. …

What Makes You Special?

So… what make you so special? No really—what makes you stand out? If you just froze for a second, you’re not alone. This question stops a lot of fit pros in their tracks. Sure, you’ve got certifications. Maybe even a degree or two. Definitely some serious experience under your belt. …

A Golden Nugget

Today, I’m going to share with you a simple GOLDEN NUGGET – especially if you plan — or, are already on your way to building a 6-figure business – whether it’s “online” or “brick and mortar” or both! This “nugget” of advice has NOTHING to do with selling anything. YET, it’s the…

Are These Idiots Stealing From You…?

How about CFP as Certified Fitness Professional? I am so sick and tired of unqualified, uncertified, unscrupulous and underhanded phony fitness wannabes. They set up “funnel based” websites and then prey upon unsuspecting consumers who don’t know the difference between a certified, qualified health professional and some “poser” with an InstaGram following!…

Avoid These 3 Fitness Business Traps….

I was recently reminded of Jenny Swanson – a small studio owner in Tulsa, Oklahoma. She told me that sometimes she feels like she’s wading through quicksand in her business. And, the harder she tries, the more stuck she becomes! “This sucks, Art! What am I doing wrong?” I always…

These 2 Things for Fitness Marketing

… if you’re serious about “marketing” your health and fitness business…. … then, you absolutely, positively should be thinking about these 2 THINGS. 🚀 Or better yet, take action to execute them! Your Digital Platform: Yes, I know I continue to harp on the necessity of a “kick-ass” website.…

Find Your Fitness Niche

Find Your Fitness Niche…. Sure… you can probably take just about anybody and train them toward better health. But that kind of “generalization” also means you’re competing with 100% of all clubs, studios and other fitness professionals. So, how do you differentiate yourself from the competition? 🚀 Add a niche to…

The Client Support Email…

I know. It’s a pretty bold statement… “the MOST IMPORTANT CLIENT EMAIL ever written!” But, it’s true… based on the feedback I’ve received from my coaching clients who’ve used it – either as an email or snail mail. And, I’m sharing it with you right now! ✅ CLICK or TAP HERE… …

Is THIS the FUTURE of FITNESS TRAINING…?

There was a time, back when I was a personal trainer at Jack LaLanne’s European Health Spas (1978), that we simply handed out standardized workout plans and served more like “babysitters” than anything else. We’ve come a long way, baby! Today’s coaches and trainers possess an amazing wealth of knowledge — far…

The NEW Health & Fitness Business Model

Oh yes… in so many ways the health and fitness industry has remained the same for over 50 years. Big box facilities, franchises, boutique studios, independent trainers and coaches, etc. It’s true that most the equipment (except free weights) has modernized with new designs and engineering — but, it’s basically the same idea…

Above Average Health Professionals

Let’s just assume you’re great at what you do. You probably have one or more certifications. Perhaps a degree. You probably attend conferences, workshops and seminars to improve and further your skill sets. After all, as a modern health professional it’s super important to keep up with the latest research, techniques…

Why Fitness Pros Should Offer Their Own Line of Nutritional Supplements

Here are 10 compelling reasons why you, as a fitness pro, should consider offering your own branded line of nutritional supplements: ✅ Offering Informed Solutions: Every individual has unique nutritional needs. By knowing your proprietary line of branded nutritional supplements, you can ensure that the supplements align perfectly with the training and nutrition…

How to Get Fitness Leads and Referrals with UGC

Check out this “secret sauce tactic!” 🚀 It’s not for everybody….. but, it generated a ton of new clients for one of my coaching clients, Robin Stinson (owner of RS Fitness – women only studio). So, I’m going to share it with you in hopes that it will help your business, too.…

A Fitness Contrarian

I have to admit… contrarian entrepreneurs are some of my favorite people. You know the type… They’re the ones who buck the popular trends and do things their own way. You probably know a few…. Or, maybe you’re a contrarian, yourself! Holly Mitterson, owner of a small women’s boutique studio in…