Fitness money episode 4 position yourself for client attraction

Fitness Money Podcast Episode 4
Position Yourself for Client Attraction
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Welcome to the Fitness Money Podcast brought to you by Fitness Money.com. In this podcast,
Logan Christopher and Tyler Bramlett teach you the step by step ways to make more money in
your Fitness Business. Let’s take it on a word for this episode of the Fitness Money Podcast

Tyler: Hey, guys. It’s Tyler and Logan here for the Fitness Money Podcast from
fitnessmoney.com. Thanks you so much for listening. We’re super excited to bring you this
episode. How’s it going, Logan?

Logan: It’s going good. I’m stoked. We’re on our fourth episode and going by the month strong
now.

Copyright © 2012 FitnessMoney.com All Rights Reserved

Tyler: Yes, Fitness Money worldwide.

Logan: We’re dominating here. Actually, I’ve checked the stats. The podcast is on iTunes and
according to the feed, we got like 13 subscribers already even though we haven’t really said
anything except just finally announced it but even before that somehow some people are
finding that. That’s the magic of the internet.

Tyler: Yes, 13 listeners can’t be wrong, right?

Logan: Yep.

Tyler: Well, last time we shared with you guys all about identifying the right customer, like you
have to know who it is you want to attract and who it is you want to sell to because if you send
out big blanket messages, they just get broken down in the minutiae of things.

This time we wanted to talk to you about an avatar that we both created. Actually, we created
two different avatars for the Fitness Money podcast and will then give you guys an idea of how
to apply this in your training advertising.

Logan: For people who didn’t listen to the previous episode, what an avatar is—we’re not
talking about the movie, we’re not talking about big blue people here—but a customer avatar is
–

Tyler: Although maybe we should for a little while—

Logan: —something that you create that basically that is called your avatar because that’s the
person you’re advertising to, that’s the person you’re marketing to. So instead of thinking of
the thousands of people you can be marketing to out there and it’s just really a generic sea of
people, if you can have one person in mind and know everything about that one person then
you can match your marketing to it and you’ll be dramatically more successful.

Tyler: Absolutely. So we went ahead and wrote some samples of some avatars for people that
listen to Fitness Money podcast. Logan, do you want to read yours first?

Logan: No. You can go ahead first.

Tyler: You want me to go ahead first? Okay, I’ll dig in real quick.

Logan: This should be interesting. We should tell them we’ve got two different people here for
two different reasons, one of which is someone who is already in a personal training business
that has some clients but is struggling and that’s what Tyler’s going to be bringing to you and
my avatar is a person that is looking to break into the fitness business in some way like
becoming a personal trainer, doing some stuff online.

Tyler: Okay. I’ll admittedly say I just kind of whipped this up before the call but here’s kind of
the idea. My guy is named Mike Johnson and Mike Johnson is a personal trainer at a large-scale
commercial gym. He wakes up at 4:45 every morning in order to take on his early-to-rise
personal clients. He sees his client for an hour and on average sees four clients before noon. He
has an annoyingly large gap in the middle of the day which he blames on being a part of the life
of a personal trainer. He then sees another three clients in the evening and doesn’t get home
until 8 pm at night.

He is frustrated because he knows how much money he makes his gym which is $60 an hour or
more while he’s still getting paid only $15 an hour. Mike sees that things need to change and
every few months, he looks in to the new latest and greatest certification programs are and he
figures he needs to once again upgrade his skills in order to charge more and get more clients.

He attends two seminars a year on training but wonders why nothing has ever changed. At one
point he breaks down, whips up Google, and types in “how to make more money as a personal
trainer” and he finally finds the solution at FitnessMoney.com

Logan: We’re going to have to start targeting that keyword.

Tyler: Yes. Well let me kind of dig in to this a little bit. So I see now it’s clear that I got a guy.
He’s not unsuccessful because he has clients but he’s frustrated because he thinks that this is
the life he has to live to make it as a personal trainer which is work for a big gym where they
take 75% to 80% of his money right off the top for all the hard work he does and then he trains
early in the morning and late at night.

You guys don’t know how many Mike Johnsons I’ve personally met and just said, “You don’t
have to do it this way. You can make your own schedule.” Guess what happens when
somebody wants me to train them and is willing to pay me the price I ask and says, “Can I do it
6 am?” I say a big fat no. I train clients from 9 am to noon with very few exceptions in addition
to that. So you can make your own schedule. My point of this whole thing is this: imagine that I
was going to out an ad and I was trying to attract Mike to FitnessMoney.com. Now would Mike
respond better to one of these ads? Just think of that thing.

So Ad #1, it’s real simple as what most people think of when you’re thinking of a good headline.
It’s just simple. “Do you want to make more money as a personal trainer?”

Logan: It’s so generic it screams nothing.

Tyler: It’s so generic that somebody would look at that and be like, “Yeah, I want to make more
money as a personal trainer,” but that’s not going to catch that many people. It’s not specific
enough.

Now imagine what would happen if Mike clicked a link that was talking about making more
money as a personal trainer and this is the first thing he read: “Are you frustrated with how you
work long hours as a personal trainer just to watch others get rich while you still have to scrape
by? What about all the promises made to you from the so-called latest greatest fitness
certification programs? Have you ever gotten one good client from all the hard-earned dollars
you spent on those programs? Let me take your hand and walk you step by step down the path
to making more money as a personal trainer. Here is how.” Do you think Mike would want to
continue reading that?

Logan: Much more likely to do that than the other because one of the biggest things you can do
in advertising is touch on people’s pain. Just by doing promises of six figures or a million dollars,
well, it depends on the people, those numbers can be too big to where they’re not even
catching them at all but if you can really say like, “You’re frustrated by long hours,” you’re not
getting a bit because of the money, if you really touch on some of those pain points, that’s
going to get someone to move because really it’s human nature. We are more motivated, the
vast majority of people are much more motivated by loss or pain than to try to get something

Tyler: We’re going to have to do a full podcast on that in the future because I’ve got some
really good pain versus pleasure stories that I’ve used to motivate people over the years. It’s a
really powerful thing when you apply it correctly but Logan’s totally right. Pushing those pain
buttons is what I did in that second message but even just the general theme of it, all I’m doing
is just talking to that one person, right?

In this kind of scenario, I can probably spend less money on my advertising because I can send
less mailers or spend less money on my Facebook or Google ads and ultimately I can get more
people interested because I’m speaking specifically to them. So Logan, why don’t you take it
away and let us know about your avatar that we kind of whipped up?

Logan: All right. This is Chad. I’ve only got one name for him. I didn’t come up with a second
one. He is 28, male, single, and looks good. What he does is he enjoys working out himself,
played sports in high school. In what he’s learned about, he has some idea of functional
training, bodyweight, exercise, kettlebells, and maybe introduced the Cross Fit and basically he
sees himself as knowing more than the average person, compared to what people are doing in
those big box gyms.

He sees other people doing the personal trainer things that might be something that he’d really
like to do because guess what, he doesn’t enjoy his job. He’s not happy with the pain but he’s
really just bored and it’s not fulfilling to him. So he’s looking at personal training, something
that he enjoys doing himself, as something that could really be a passion for him and that he

could make much more money with. He just sees that ballpark figure of $50 an hour and just
imagines himself at an 8-hour day doing that.

The thing is that he knows enough training and info that he could move alone but really he has
no business experience. The only way he sees to break into this is to start working for one of
the gyms that’s already up and running. He has heard about people doing like home-based
training and all that but really doesn’t have an idea of where to go. Yes, that’s basically what I
got down

Tyler: Yes, it sounds like some people I know, too. A lot of people start as Chad and end up as
Mike, right? It’s a spectrum of things where they start up and like you said the first thing they
want to do is get a job so they get coerced into a big box gym. I have nothing against big box
gyms. I think that they’re a fine place but I recently hired a trainer for one of my group
programs and he was the fitness manager for 24-hour fitness. He was doing 200 personal
training sessions a month. He was busy but he was making $15 per session and they were
charging like $75 to $85 per session so he was just sick of just looking at his paycheck and
feeling like he got jacked. It’s frustrating, right?

So he can come in and teach a class and have more fun and make even more money than that
and still not have any responsibilities because I’m doing all the marketing behind the stuff then
that’s so much fun for him. We want to teach you how to do this yourself so you don’t even
have to pay anybody. You can do it out of your house or their house or you could partner with a
fitness facility in a better way or simply just start a program at a park and then you guys can
make much more money.

So the first step you guys would want to do is you need to identify who it is you want to sell to
and do this by creating an avatar and thinking about how you want to sell to those people so
writing out those headlines like I talked about just before. Take a moment and write down
some sort of headline that kind of maybe touches on some pain points that that person might
be having and then expand that a little bit more by writing 400 words that lead into a basic
offer. That’s kind of the foundation of where you need to be

Logan: Something we’d like to get your feedback on, all of the 13 people that are listening to
this podcast and the many more that will come in the future: are you one of these people? Are
you Mike or Chad or somewhere in between or are we totally off? That’s cool. We’d like to get
your feedback.

Right now we’re just sort of basing off what we’ve seen in the past and maybe actually there’s a
bit of Chad in myself. A lot of this came from when I was thinking in the back to when I was
thinking about getting into this business. That’s where I was. I was frustrated with my job. I

really liked working out. I knew I had some good knowledge and I had no clue on what to do
with it so a lot of Chad is in me and that is something that can be useful but you need to be
careful of it.

Don’t always assume that your clients are like you. In many cases they are not at all so you
really need to do this in order to understand. If they are like you, that’s good. You can really
easily match with them. You can be on the same level with them but often times they are not
going to be. If you’re trying to talk people as if they’re you, then that’s where a disconnection is
going to happen and you’re not really getting your message across right. That’s the importance
of doing this avatar exercise

Tyler: Sure. I’ll touch on that just real quick, Logan, because I see some of the trainers that work
with me a lot of times doing the same thing where I’ll sign up somebody brand new to my
program and the trainer will think that that person is like them. They’ll assume all the things
about that person that they themselves feel which is like, “Oh, this person totally loves working
out,” “They love muscle soreness,” “They’re not intimidated by kettlebells and TRX.” So they
just treat this person like they want to be treated.

There’s nothing wrong with that but I’ve had clients writing me an email saying, “Oh my God. I
thought it was going to be easier than that. I got my butt kicked,” and I had to go call the trainer
and go, “Hey, do you really think that person wanted to be treated like that?” They had to think
about it for a second and go, “Oh no, my bad. I treated that person the way I want my trainer to
treat me, not necessarily them.” That’s a great point you touched on right there, Logan

Logan: All right, so a related topic we wanted to get into a little bit having talked about who our
customer is, another part of that is: Who are you? This is a huge thing in how you come across.
I’d say it’s equally important in the online world, maybe even more so in the online world than
the offline world but this goes along with the whole niche-ing thing like I’m the trainer for the
senior population like we were talking about in one of the previous episodes. How do you come
across yourself and how do you position yourself so that you’re attracting the right kind of
clients?

Tyler: Right. One of the easiest things you can kind of think about is the way you present
yourself from a physical perspective. If your whole goal is to target women in their 30s for fat
loss and you’re a fat slob then obviously the first thing that you’re going to do is to remedy the
fact that you’re a fat slob. Don’t try to sell something that you haven’t or you’re not capable of
coaching or you haven’t been able to do for yourself. That’s just kind of like that first key
component, it’s looking at the way you present your physical body to each person as going to
represent what type of training that you know.

For example as the people that I train, I always position myself as kind of a functional training
expert, someone who can teach people both sports performance and then as a side shoot, fat
loss and muscle building. I always position it straight off as a functional training expert so
people know when they train with me, they’re going to do a lot of exercises that they may not
have seen before and they’re going to build on those exercises in order to build their body.

Why I say that is because I’m pretty good at functional training. There’s not a single exercise
that I’m not going to be able to do that I teach somebody. I don’t have any clients that are more
advanced than I am in terms of functional training. I teach them that because A, I love it and I
believe in it and also because I’m an example of it. So it’s really easy for me to sell that to
people because it’s something that I’m passionate about. It’s also something I’m good at, at the
same time

Logan: For me, as we’ve established before, I’m much more focused on the online world. In that
how I’ve really niched myself is a label I was once called and I’ve taken a run with it as a physical
culture renaissance man. If you’re not familiar with that term, physical culture really means that
everything health and fitness-wise, there are a wide variety of different things. I’m not just a
bodyweight guy. There are plenty of people that do that and it’s actually really good to do that
because when you pigeonhole yourself in one area—though I would say there’s of course
benefits to not doing—when you do that, you establish yourself as just the guy to go to in that
one area. People that are looking for information are likely going to find you.

But I actually play against that. I say every single training tool has it’s uses and I like to use
everything. That’s how I come across and establish myself. I do all these different things and I’m
quite established in a whole bunch of them, doing body weight exercises, kettlebells, feats of
strengths, lifting with barbells, and everything. I do all of it and really bring it all together.

Lately, I’ve gone even further in working to establish myself as the premiere mental trainer for
strength athletes. Pretty easy label to take just because no one else is really doing that but it is
something I am choosing to go for. Then when people for that sort of information once I
establish myself better in this area, I’m going to be the one person that they’re going to come
across and they’re going to want to learn from

Tyler: Right. So let’s take a moment to kind of say if you want to attract the senior population,
do you think it’s a good idea for you to wear tapout shorts and a wife beater with Vibram five
fingers on all day long?

Logan: No. They might look at you and run away. Well, walk away, because they haven’t done
your training yet.


Tyler: Yes, exactly. So just like from a senior population, you might want to consider a little bit
more of a professional look. To me when I tell people to think about your look, I try to get
people to visualize Bart Simpson. If you watch any of my videos online, you’ll see I have one
outfit on in almost every single video. There are a few occasions when I don’t but in almost
every single video I’m wearing black workout pants, black plain T-shirt, and I’m wearing black
and sometime black and red shoes. That’s just I want to establish an image for people as to who
I am.

If you want to train the senior citizen community, create your Bart Simpson look so that people
when they see an ad of you, they see you with your black polo and your beige khaki pants and
your nicer shoes, your nicer athletic shoes and they go, “Oh, that guy looks really professional.”
This is all partly because you have to consider the elderly community as still looking for people
who are more professional who they want to invest their money in

Now if you were to flip that paradigm around and you were to go for training the stay-at-home
moms in fat loss and stuff, you might want to change the way you do things a little bit. You
might want to show a little bit more muscle. You might want to talk a little bit more confidently
about fat loss and things like that rather than more soft-spoken and slow. You might want to be
a little bit more outspoken. You might want to be a little bit more coach-like to those people.
Logan, any examples you can think of?

Logan: Yes. Once again, I want to focus a little more on the online world. I’ve done coaching
with a number of clients and one big thing that comes up for many people is they think, “Oh
well, I’m not a guru. I’m not the best at this stuff especially if you’re in the personal training
world, are you the strongest person in the world?” No, most people can’t make claims to that.

What you can do even if you’re not there or not much stronger than a lot of people out there is
one way you can establish yourself online, let’s say you’re doing a blog or something like that is
follow a motto where it’s really, “Come along as I learn and grow in this.” So you’re not claiming
to be the best but you’re claiming to be like an everyday person. This is just what I’m writing
about, my trials and tribulations as I go through this. So there are bunch of different ways even
if you’re not the guru you’re seeking out. You can position yourself differently that will allow
you to do that.

That being said, there’s definitely a value in taking that expert positioning. If you do it properly,
if you niched yourself right, you can do it in places where there really isn’t competition and
then claiming the name really—like I was saying with the mental training strength athletes, no
one else is doing that so I can confidently claim I am the person in that area just because it isn’t
really a big area

Tyler: Sure. Yes, that’s a really great tip, Logan. If you guys are really considering breaking into
the online world, which I highly recommend you do, as simple as starting a blog, just starting a
basic blog with a good name to it and saying what Logan said, “Hey, follow me on my fitness
journey” and then pick a goal. Are you going to lose fat? Are you going to gain muscle? Are you
going to build some sort of skill or compete in some sort of event or something like that?

But just having that, “Follow me as I build and grow,” if you did a blog and you just posted on
two or three days a week for a year or two, within that year or two, you might build enough
credibility to become the expert which is really powerful.

Logan: Another thing you can do is localize it. You may not be the best fat loss expert in the
world but what does it take to become the best fat loss expert in Wichita, Kansas? If you just go
out there, you start doing it, if you’re actively a personal trainer, and I highly recommend that if
you are personal training, you still get a website up and running and you can claim and position
yourself as such there. So that when people are looking, if you claim that title, people are going
to find you.

Tyler: I love that idea, Logan. In fact, I’m going to write that down. I just realized I want to be
targeted for that keyword in this town. That would be great, be the Number One Fat Loss
Program in Santa Cruz, California.

Logan: And you have the clients and results to back up that claim.

Tyler: Sure. I got to have the social proof. Wow. Note that down for later. I’m going to try to
work on something about that.

When you’re training your clients like Logan is saying, you’re trying to become a category of
one so that when all the senior citizens in town think of a trainer or look up a trainer, their
friends tell them you’re the guy to see. The ads tell them you’re the guy to see. The internet
tells them you’re the guy to see, right? So building that foundation around who you want to be
your customer is absolutely key.

Logan: Yes. Think about it from your potential client’s point of view. We’ll go with the senior
citizens. They’re not very mobile and they’re looking to get in shape. In that case, that may be a
time you want to advertise in the Yellow Pages. If you’re trying to train with moms, most likely
they’re using the internet but seniors still use Yellow Pages. So that might be a good place to
actually do it, a way to target your customers.

But from their point of view, they’re looking around. Let’s say they’re online or in the thing and
all these people are just talking about personal training and personal trainer, there’s no way to
determine which one they should go after but they see something where it says, “The Number

One Senior personal trainer,” or however much better way you could word that, they see that
and they see client testimonials from a bunch of other people their age or maybe they’re
referred by another person, there’s going to be no choice because no one else is doing this.
Then you clearly stand out in their mind. They’re going to at least check you out

Tyler: Yes, I was actually just emailing back and forth with a friend of mine, Dan. Dan has a
seven-figure facility for pretty much senior citizens. The sky is the limit, guys. Most of the
people on this call are just looking at make an extra thousand dollars next month. The easiest
way to do that is to come up with your avatar. If you don’t have any extra resources, simply put
up ads around the gym that you’re training like an ad written to this avatar.

“Are you frustrated with the lack of fat loss results you’re getting from your workout programs?
Are you frustrated with all of the different nutrition programs coming your way? Well, let me
show you the step by step method to burning fat and changing your nutrition permanently.”
You can just rob that straight up, polish it up, and then add a special offer. “Hey! Come train
with me for three times for $99 and let me show you exactly how you can get great results.”
You train them three times, you offer them a free nutrition consultation, and during that
nutrition consultation your whole goal is to up-sell them to a monthly program where they train
with you two to four times per week. Something as simple as that is going to change your
business for good. If you guys try nothing else, just do that.

If you’re on an online world, start with what Logan said. If you’re not a complete expert, just
start a blog and say, “Hey, I’m a personal trainer. I love helping people. I’m from this town and
my goal is to do this and this and this. Follow me on my journey.” Then post three days a week,
videos and blog posts on your ideas and your experiences, and over time people will start to
take note of that. We’ll share with you some more tips on how to accelerate that in a future
episode.

Logan: Like we were saying with the business before, “If you build it, they will come” is quite
the myth. Same thing online. There are certain things you need to do to make sure you’re being
found even through free things like the search engine. It would just index everything. There are
specific steps you need to follow rather than just throwing up whatever random thing on there.
That can work to some degree but if you really want something sustainable, there are specific
steps you need to follow. Like you said, we’ll talk about those in the future.

Tyler: Sure. Just real quick to finish that up, be a category of one person. That’s what one of my
mentors says. Be a category of one and the reason why is if you’re walking through that grocery
store and you just see, Wonder Bread, Wonder Bread, Wonder Bread, Wonder Bread, Wonder
Bread, Wonder Bread and then a big bag of whole wheat bread that's just poking out at you but
there’s only one of them, which one do you think you’re going to pick?

You’re going to take note of that one piece and you’re going to pick that one piece over
everybody else. So don’t be white bread. Be something unique. Identify who it is you’re trying
to train and then make sure that you have the ability to train that person and give them the
results that you promise in your advertising

Logan: Truthfully, it really is the flipside of the same coin. The way you are unique is to niche
yourself into some area to find a specific market. By doing that, then you really establish who
you are and who you’re going to attract. So by figuring out who you are, figuring out what you
want to do, figuring out where the market is that you want to go after, bringing all those
together then from that position, you now have the foundation you need to really start doing
all the advertising and marketing and building the business on top of that.

Without that, sure you can get somewhere but it’s sort of like stumbling blindly through the
dark. You don’t really have a specific area you’re trying to get to so you may end up somewhere
else differently. Even if you have the stuff—that’s not saying it can’t change in the future—by
establishing that in the beginning, you’re going to be so much better off to start moving.

Tyler: Absolutely. Well, Logan we had a couple of questions from one of our listeners and
before we go to those I just want to invite you guys to email us your questions. Do we have an
email set up, Logan, or something we can shoot it to?

Logan: I believe we do, mailto:info@fitnessmoney.com.

Tyler: Okay, if you guys have any questions, please email your question to
info@fitnessmoney.com. That way we have some awesome fodder for future episodes and
we’ll be answering your questions on air trying to help you guys become more successful. So
let’s hit those questions, Logan, that we had from our first question-asker.

Logan: Yes. Truthfully, I don’t think that email’s up yet but I will set it up. This is a lesson itself.
Sometimes, you got to just figure things up as you go along and set them up as you need them.
So on this call, I’m committed to doing it right afterwards. I’m going to set that email up so yes,
it will be working by the time you listen to this.

So our first question comes in from Jason. Jason basically is in the position of Chad to some
degree and his question was—Let’s see. Let’s give a little of the back but I want to ask your
advice because I’m looking to make the move to becoming a personal trainer but I don’t want
to be just another douche at the make-it gym box store with the same old crap. What I see
myself want to be is a physical culture renaissance man, as Logan calls it. What would you
recommend as far as certification programs go? That is his first question. Do you want to start
with this one?


Tyler: Yes. I’ll dig in to this one a little bit. I’ve done a number of certifications. I’m looking up at
my wall right now and I’ve got USA Weightlifting and some Cross Fit, a couple CKFMS, RKC,
Superhuman Training, which is a great seminar you guys should get to, that’s Logan’s seminar if
you guys don’t know.

Anyways, I definitely gained value from all of them so I’m going to start by saying this. I’m going
to start by saying that education, whenever you can afford it, is a good thing. I’m not against
people educating themselves via certification programs and seminars. I am however, against
the seminars that basically advertising that the knowledge you gain here is going to get you
more clients. It’s a fucking lie. Plain and simple, right?

There are some good certification programs out there. I really did like the RKC Community for a
while. I thought those were fun. I was not impressed with the Cross Fit certification. I apologize
for any Cross Fitters out there but it just was not very thorough. The USA Weightlifting was
okay.

I’m going to do the same thing Logan did with the email address here and kind of rip off the
band aid and say I’m planning on hosting my own certification program starting in early 2013
and it’s going to be comprehensive. It’s going to show you how to train clients with minimal
equipment. It’s going to show you how to train groups with minimal equipment. It’s also going
to teach you the fundamental principles of marketing your programs so that you actually make
some fucking money. I’m going to be giving away gold in that program so stay tuned.

I’ll probably be announcing it on this podcast in the next few months but I’ve got some big
plans for there. So I would recommend that you wait until I do my certification program and I
would attend that one because I really do believe it’s going to be the best certification program
on the market these days. Logan, any comments on that?

Logan: Yes. This is something that is very important to note. Personal training, it’s not a licensed
industry. It’s not like massage therapists or psychotherapists. It’s not like any of that. Basically
anyone can go out there and say, “I’m a personal trainer.” They can do it legally as opposed to
those other things. People can’t do that if they’re a doctor. It’s a licensed profession. That’s an
important thing to note.

What that means also is anyone and everyone can certify you as a personal trainer. There are
some big ones that are well-known and well-established like ISSA, NSCA, NASM, a whole bunch
of other ones which are established, are well known, and that come with a little bit of that
authority.

Now if you’re looking to join a commercial gym, often times they’re going to want to make sure
you’re certified and they’re going to look for especially those bigger name places for you to get

your certification. These, depending on which ones you go with, can be a lot of work or minimal
work.

There are a whole bunch of other places where you can get it. I remember finding this one
place called ExpertRating.com and their personal trainer certification—you can get a certificate
and it looks nice and everything, and it’ll say you’re a certified personal trainer. You’re paying
70 bucks and you’re doing a test and the test is so ridiculous, it’s out of this world.

The things that Tyler was talking about, if you become a kettlebell instructor, those big box
gyms aren’t going to necessarily going to look at that. Even those bigger accredited places
where they require CU’s and everything, some places might accept certain things and other
places will not so it really does depend on what you’re going for.

That being said, besides some of the things Tyler talked about like the kettlebell stuff, I’m not
actually a certified personal trainer. In all my business online, I never actually got a normal
personal trainer certification. It wasn’t necessary. If you’re planning on creating your own
business as long as you know your stuff and as long as you’re delivering results for people, I’d
say 99% of people won’t say, “Oh, where are you certified from?”

The only time you might get that question is from other personal trainers but people aren’t
going to be looking for your certificates. It’s not a bad thing to have so it really does depend on
what you’re going for and what you’re seeking out to do

Tyler: Absolutely, yes. I can totally agree with that.

Logan: The second part of his question—so I hoped that answered as far as certification
programs go. Really if you want to tune in and ask us another question depending on what
you‘re trying to do, then where should I go? The second part of the question there is are there
any books you recommend?

Tyler: Oh, man.

Logan: That’s a big question and non-specific, too, but where to start?

Tyler: Yes, I would assume he was talking about training books. Oh, goodness. I don’t know if I
can look over at my book shelf right now. Logan, you want to chew meat off on this one. I know
you probably you really probably got some books on the top of your head that you’d—

Logan: Well, here on this area, too, it really depends on what you’re going for. I like all my
books that I’ve personally written. There is so much out there. If you’re looking for strength
training information, I’ll have to go back in time to the Oldtime Strongman. There’s a whole


bunch of really great books there. I’ve actually put together a website reproducing them just so
I could read them myself at StrongmanBooks.com. Those are all awesome.

I like Paulo Tattuine [phonetic 0:34:33.4] as an author. He has quite a few great books. A lot of
the other guys, Brooks Kubik comes to mind if you’re looking for some hardcore training
information. Bud Jeffries, guys like that, really great training information. Of course, if you’re
looking for some other stuff as far as more rehab or getting out the pain, there’s a bunch of
other people in that area. That’s not coming to mind. Hopefully, it looks like Tyler has come
back with a stack of books. On you go. I just talked about some of the Oldtime strength authors
for the most part there

Tyler: Okay. So I totally dig all the Oldtime Strength, all of their stuff. I just grabbed about ten
books off my shelf that I fell like everybody should probably take a look at. The first one is Rock
Iron Steel: The Book of Strength by Steve Justa. Logan, do you sell copies of that?

Logan: No, not that one but we do have his new book and actually there are going to be videos,
actual live footage of the rare Steve Justa coming out soon.

Tyler: Steve Justa’s a world class strongman and his ideas are way ahead of his time so Rock
Iron Steel: The Book of Strength. The next is Dinosaur Training: Lost Secrets of Strength and
Development by Brooks Kubik. That one, I can’t believe that didn’t come into my head first
thing. That’s a fantastic book. It teaches you basically the foundation of all kinds of functional
training. I think it’s a great book as a resource.

One that’s a little bit outside of that paradigm is called Born to Run by Christopher McDougall.
I’ve never read a book that made me want to run more than Born to Run and there’s a lot of
good science-y points in there that kind of touch on running technique and ways to kind of help
you because a lot of people have come in from running injuries and stuff.

For nutrition, my favorite starting point to get people on is called the Primal Blueprint by Mark
Sisson. It’s a really basic format to get people started on just like a real foods diet. I think that’s
a good resource for trainers to have especially so they can kind of talk to their people about
how to do a lifestyle change rather than just like a fat loss diet.

This is a great book. It’s called 8 Steps to a Pain-free Back by Esther Gokhale. You’re going to
have clients with injuries. That book is all about posture and how to reset posture. It’s a really
good resource for that so you can teach people how to sit better and lie down better and things
like that. Pain Free by Peter Egoscue is another great book on posture.

How to eat, Move and Be Healthy by the ever zany Paul Chek. Paul Chek is a freaking brilliant
trainer way ahead of his time and this book has a lot of great information in it. The Trigger

Point Therapy Workbook is a really good resource to looking into kind of soft tissue work. The
Science and Practice of Strength Training by Zatsiorsky, and Kraemer is a really good book on
practical strength training

Mike Boyle, Advances in Functional Training. I read this book and was pissed off that I didn’t
write it. Movement by Gray Cook is a kind of a more textbook format but it’s got a lot of really
good information on movement therapies and movement assessment in there, and finally a
book I’ve been slowly reading for about a year which is Super Training by Mel Siff which is also a
textbook and maybe way the fuck over your head but just read one page per day and then think
about it for about a half hour. Within about a year, you’ll get through that book.

So those are some books for you guys to get started on. I’ve got plenty more but ultimately
what I want to tell you like I just told you like ten books or something like that—just read one.
Just read one. Don’t overwhelm yourself with this whole thing. Just read one, come back to this
podcast, and listen to it again. Pick another one and read that. Don’t go out and buy all ten
books, then read the first chapter, and then never read the rest of them like most people do. So
if you really want to get some good information, dig through some of those books. If you like it
and you get through all of them, send us an email and ask us for some more book
recommendations.

Logan: Yes, and if you want books in specific areas, be sure to ask that too because we’ll be able
to help you. If you’re looking for business books, maybe that’s something we’ll cover at another
time because that is obviously an important subject.

Tyler: Absolutely. Awesome, Logan. I think we pretty much did it in today. We’re going huge.
Homework this week, you guys identified your avatars. Come back next week ready with some
piece of marketing material. Like I showed you with the Mike Johnson ad, have a headline and
maybe some lead in words. Logan, what do you think? Maybe we’ll talk about people’s offers?
Just getting their first offer up and running next week?

Logan: Sure, that sounds like a plan.

Tyler: Cool. That way you guys can take your avatars and you could put it into work and you can
be ready for the New Year so you guys can get in more clients, charge more money, and so on
and so forth. All right, Logan. Awesome call, brother.

Logan: All right, we look forward to hearing from you guys about this and your questions and
your feedback and all that. Also be sure to check us out on iTunes, give us a five-star rating, and
help us out so we get up to you 20 people listening by the next episode.

Tyler: Al right, you guys. Thanks so much for listening. We’ll see you next time.

Thank you guys so much for listening to the Fitness Money podcast. For more information on
how you can make more money in your fitness business today, go to FitnessMoney.com or go
to Facebook.com/FitnessMoneyPodcast. Thanks so much for listening. We’ll see you next time.

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