Elisa Edelstein - Coach360

Fitness Industry Intelligence The Career Network for Health, Fitness & Performance

Why Mindset Coaching is Essential in Personal Training (and How to Implement It Into Your Business)

Physical training alone won’t cut it anymore. You can design the perfect workout program, stock your facility with top-tier equipment, and create nutrition plans that would make a dietitian weep with joy, but if your athletes are plagued by self-doubt or paralyzed by fear of failure, they’ll never reach their full potential. The gap between physical capability and mental readiness has become too wide to ignore.

Created by Todd Durkin (Founder of IMPACT X, Mindset Coach, Author, Speaker) and Andrew Simpson (Founder of Player’s Fitness and Performance), Mindset Performance Coaching Certification, was developed for athletes to demonstrate stronger mental resilience, coaches to report higher job satisfaction, and for business to hit six-figure revenue streams through specialized one-on-one mindset coaching services.

The Mental Barriers Every Athlete Faces

Todd and Andrew found that five common mental blocks consistently derail athletic performance, regardless of talent level or age.

Fear of failure keeps athletes playing it safe, avoiding risks that could lead to breakthrough moments.
Negative self-talk creates an internal dialogue of “I always mess up” or “I’m not good enough,” effectively sabotaging performance before it begins.
The comparison trap pulls focus away from personal growth, replacing it with anxiety-inducing measurements against others.
Loss of identity becomes particularly dangerous when sport becomes the sole source of self-worth. Injury or poor performance can trigger emotional collapse because the athlete has no foundation outside their athletic identity.
Finally, lack of trust in themselves manifests as hesitation under pressure, second-guessing their preparation and skills when they matter most.

These mental barriers don’t disappear through additional physical training. They require targeted intervention through mindset coaching, which provides athletes with concrete tools to overcome setbacks and build genuine mental resilience. This approach complements physical training, creating a comprehensive development system.

The Business Case for Mental Training

When they executed their Mindset Performance Coaching Certification, Andrew and Todd found that mindset coaching delivers measurable benefits across multiple areas of gym operations. Client retention improves significantly when athletes and parents see development in confidence, leadership, and mental toughness alongside physical gains. Most fitness facilities still focus exclusively on strength and conditioning, making comprehensive mental and physical transformation a powerful differentiator.

Staff fulfillment increases when coaches can impact lives beyond counting repetitions. Mindset coaching equips trainers with the tools to create meaningful change, resulting in increased job satisfaction and reduced turnover. Revenue opportunities multiply through standalone mindset coaching services, premium add-ons, or inclusion in high-value packages. Todd and Andrew are offering special Early Bird pricing, available to Coach360 readers until September 1, 2025, with significant discounts and fantastic bonuses!

Final Thoughts

Mental training can’t be faked or improvised. It demands genuine skill development, consistent practice, and proven methodologies. The Get Your Mind Right Mindset Certification is specifically designed for coaches, trainers, and fitness business owners who are ready to master the mental side of performance.

This system teaches confident coaching techniques, provides integration strategies for workouts and team culture, and creates pathways for increased impact and income. To learn more about the Get Your Mind Right Mindset Certification, click here and take the first step toward transforming your business, your athletes, and your impact.

The mind determines performance outcomes before the body ever gets involved. Training physical capabilities while ignoring mental preparation leaves athletes incomplete and businesses missing significant opportunities. The time has come to train minds with the same intentionality we bring to training bodies.

About Elisa Edelstein
Elisa is a curious and versatile writer, carving her niche in the health and wellness industry since 2015. Her lens is rooted in real world experience as a personal trainer and competitive bodybuilder and extended out of the gym and on to the page as a writer where she is able to combine her passions for empowering others, promoting wellness, and the power of the written word.

Building a Standout Fitness Brand: Learning From the Pros

This summer’s premier professional event, Career Lab by Coach360 LIVE, is the number one opportunity for trainers and coaches to develop their careers as fitness professionals seeking to elevate their careers. The program brings together industry leaders, successful entrepreneurs, and other fitness pros to share actionable insights on building sustainable fitness careers. Two complementary sessions set the stage for understanding how to create a brand with lasting impact.

Corey Calliet’s opening keynote, “Overcoming Challenges, Finding Your Why, and Building a Legacy,” begins the day by exploring how obstacles can become stepping stones to discovering one’s core purpose and creating a lasting impact. Later in the day, a dynamic panel discussion will be moderated by Joey Thurman, featuring Lacee Green, Bree Mitchell, and David Christopher. Together, these sessions explore how personal struggles and authentic purpose combine to create standout fitness brands, with each speaker offering unique perspectives on transforming personal stories into profitable and meaningful careers.

Career Lab LIVE and Session Eight’s Perfect Keynote Match

Corey Calliet is Career Lab’s keynote speaker, bringing his remarkable journey from humble beginnings to Hollywood’s elite fitness circles. His self-proclaimed path “from the hood to Hollywood” exemplifies exactly what Session 8 teaches: building a standout fitness brand through an authentic personal identity, a relentless work ethic, and an unwavering belief in your mission. Calliet’s transformation from a mail carrier to the go-to fitness expert for A-list actors like Michael B. Jordan and Khloe Kardashian affirms how personal branding can create extraordinary opportunities.

Calliet’s approach to building his brand centers on authenticity and grinding harder than anyone else in the room. He never questioned whether he would make it—a mindset that directly aligns with Session eight’s focus on building brands rooted in purpose and personal identity. His appearances on shows like Revenge Body and his celebrity status prove that fitness professionals can transcend traditional trainer roles when they develop distinctive brands that reflect their true selves.

Corey’s journey perfectly complements Session eight’s curriculum because he embodies the principles the panelists will explore. Calliet discovered his unique brand DNA through his background, work ethic, and values, and defined his niche by focusing on dramatic physical transformations for actors. His success story provides the perfect framework for understanding how personal identity becomes the foundation for building a professional brand.

Newsletter subscribers can use code Mrcalliet25 to score 25 percent off their ticket to Career Lab LIVE. Hear Corey speak, learn tips and tools to elevate your brand, and surround yourself with some of the leading professionals in the industry on August 1st.

What Attendees Can Expect from Session Eight

Session eight participants will learn to convert their personal stories into strategic brand foundations that generate income, impact, and long-term career sustainability. The session emphasizes discovering your unique brand DNA by examining your background, values, and lived experiences to create compelling and consistent brand narratives. Attendees will gain new insights into identifying what makes their approach to fitness distinct and learn how to communicate that difference effectively to their target audience.

The panelists will guide attendees through the process of defining and dominating their niche by gaining clarity on their ideal audience and building offerings that align with their mission and market demand. This approach helps fitness professionals avoid the common mistake of trying to serve everyone, instead focusing their efforts on specific populations where they can make the greatest impact. The session provides frameworks for evaluating market opportunities and aligning them with personal strengths and passions.

Building with purpose forms the core of the session’s curriculum, exploring how mindset, community, and authenticity fuel brand growth while maintaining your voice and values during scaling. Attendees will learn to balance growth ambitions with the personal elements that make their brands authentic and effective. The session addresses common challenges fitness professionals face when expanding their reach, including maintaining consistency across platforms and staying true to their original mission while growing their offerings.

Final Thoughts

Personal branding for fitness professionals requires the same dedication and strategic thinking that athletes bring to their training. The most successful fitness brands arise from professionals who understand their unique value proposition and communicate it consistently across all touchpoints. Session eight provides the roadmap for this change, while Corey Calliet’s keynote illustrates the extraordinary possibilities that await those who fully commit to building authentic, purpose-driven brands.

Career Lab by Coach360 LIVE fosters the ideal environment for fitness professionals to learn and implement effective strategies in their personal businesses, driving growth and sustainability. The combination of practical workshop content and real-world success stories, such as Calliet’s, provides attendees with the tools and inspiration necessary to build brands that stand out in today’s market.

4Global: Informing Fitness Operations Through Data Intelligence

Fitness facilities collect enormous amounts of member data every day, yet most operators struggle to extract meaningful insights from this information goldmine. The gap between data collection and practical application has created a frustrating paradox where clubs sit on valuable intelligence while making critical business decisions based on guesswork and intuition.

4Global addresses this challenge by serving as the intelligence engine behind the growth of sport and fitness, helping facility operators transform raw data into actionable business strategies. The comprehensive platform works with governments, fitness operators, and brands to enhance participation rates, demonstrate community impact, and generate new revenue streams through strategic data analysis.

Understanding 4Global’s Mission

4Global operates as a specialized intelligence platform that connects comprehensive participation data with strategic insights, revealing patterns in how, where, and why people engage with fitness facilities. The company leverages proprietary data models, advanced technology, and strategic expertise to help clients maximize their return on investment in sport and physical activity while delivering measurable health, social, and economic outcomes.

Its client base spans multiple sectors, including government agencies like Sport England, cities such as Manchester, UK, sporting federations including the International Olympic Committee, and public and private operators like Anytime Fitness. This diverse portfolio reflects its ability to tackle inactivity challenges and boost participation across various organizational structures.

The company’s vision is centered on transforming data into impact for fitness operators by converting information into a dynamic, real-time asset that addresses operational challenges, enhances decision-making, and unlocks growth opportunities. The team has developed AI-enabled, user-friendly tools that visualize complex data in accessible ways, making it easier for operators to identify what’s working, what needs attention, and where to focus next.

Five Data-Driven Strategies for Club Performance

4Global has identified five key areas where data intelligence can dramatically improve fitness facility operations, each targeting specific operational pain points that plague the industry.

Unified Data Integration addresses the issue of fragmented systems by establishing a single source of truth that consolidates data from club management, CRM, finance, and participation. This centralized approach eliminates the confusion caused by disconnected platforms and provides operators with a comprehensive operational overview, enabling clearer decision-making and improved efficiency across all business functions.

Automated Reporting and Benchmarking eliminates the time-consuming manual reporting process through AI-powered dashboards aligned to key performance metrics. These automated systems allow operators to track trends, demonstrate impact, and compare performance against similar facilities or demographic groups, identifying success drivers without the traditional reporting burden.

Strategic Investment Guidance utilizes real-time heat maps and predictive analytics to inform capital decisions regarding facilities, programs, or locations. This data-driven approach replaces costly guesswork with confident investment strategies based on actual usage patterns and projected outcomes, thereby reducing the risk of expensive missteps.

Social Impact Measurement addresses the challenge of proving community value through an embedded Social Value Calculator that translates participation data into measurable health outcomes and economic benefits. This capability strengthens funding applications, grant proposals, and partnership opportunities by quantifying the broader impact of fitness facilities on community wellbeing.

Revenue Intelligence and Optimization provides comprehensive visibility into income streams by consolidating financial, booking, and participation data into one unified view. This approach reveals revenue drivers across memberships, classes, facility rentals, personal training, and other services, helping operators identify underperforming areas and scale successful programs.

Final Thoughts

The fitness industry’s data challenge reflects a broader operational reality: most facilities operate with fragmented visibility into their performance. Operators who can consolidate their information streams will identify patterns that drive both member satisfaction and financial sustainability, creating competitive advantages that extend well beyond traditional metrics.

4Global’s platform addresses a way for companies to take data and create actionable items for growth. Data is only as good as the changes that it fosters. The social value calculator transforms participation data into economic impact measurements, positioning facilities as essential community infrastructure rather than discretionary services. This capability becomes particularly valuable as public funding and partnership opportunities increasingly depend on demonstrable community outcomes.

Relax the Back: Custom Wellness Solutions Built for Life

Relax the Back has operated as a wellness company for four decades, building expertise in ergonomic solutions and therapeutic products. The company maintains over 70 retail locations across the United States, combining both corporate-owned stores and independent franchisees under a unified approach to customer service and product knowledge.

After meeting with Erika Weiss, fractional CMO, and going into the Santa Monica brick and mortar and experiencing firsthand what Relax the Back has to offer, I can confidently say these are intentional products that can completely change the ergonomic game.

The Relax the Back Difference

Relax the Back understands that comfort isn’t one-size-fits-all. The company’s approach centers around three core pillars—ease, thrive, and renew—each addressing different aspects of wellness. Ease focuses on relieving pain and restoring comfort. Thrive supports overall wellness, enabling customers to live fully and perform at their best. Renew helps people recover stronger and feel their best. Relax the Back also offers an affiliate program for interested Coach360 members. It’s a win-win, as coaches help their clients find customized solutions, and the coaches are rewarded for making the connection.

The company’s product range spans ergonomic office solutions, sleep-enhancing essentials, and therapeutic relief options. Desk chairs, reclining chairs, massage chairs, backrests, adjustable desks, specialized pillows, travel accessories, sleep solutions, and Tempur-Pedic mattresses fill the showrooms. Each item undergoes careful curation to ensure it meets their quality standards and addresses real wellness needs.

The massage chairs showcase this commitment to customization. Daniel Saltsman, the store manager at the Santa Monica location showed me around the store and gave me the full rundown on each piece, including my favorite, the massage chair. The machines perform body scans and biometric assessments to identify where individuals hold tension. The AI features then create personalized massage programs targeting specific problem areas. This technology converts a simple massage into a therapeutic session tailored to each person’s unique needs. I enjoyed a 20-minute session that set me right for the rest of the day,

Personalized Wellness Experiences

Daniel’s demonstration reveals how Relax the Back transforms shopping into an educational experience. He doesn’t simply showcase products; he matches solutions to individual needs.

Pillow fittings are one example of this personalized approach. Rather than grabbing any pillow off the shelf, customers receive consultations about their sleep position, mattress type, and comfort preferences. This detailed assessment ensures they leave with a pillow designed to support their specific needs, potentially transforming their sleep quality.

The company’s franchise model extends this expertise across over 70 retail locations throughout the United States. Each location maintains the same commitment to education and personalization, whether it is corporately owned or independently operated. This consistency ensures that customers receive the same high-quality experience regardless of which store they visit.

Their omnichannel approach enables customers to shop online or visit physical locations according to their preferences. However, the in-store experience offers something digital platforms cannot provide in the form of hands-on testing and expert guidance that leads to better purchasing decisions.

Final Thoughts

Relax the Back understands that comfort and ergonomic solutions are deeply personal. The company’s success stems from treating each customer as an individual with unique needs, rather than as a generic sales opportunity.

By combining expert knowledge with quality products and personalized service, Relax the Back creates experiences that genuinely improve lives—one custom solution at a time. The 40-year track record demonstrates how sustained commitment to education, customization, and problem-solving builds lasting customer relationships while addressing real wellness challenges that affect daily quality of life.

Get Ready to Sweat with Lacee Green and Maricris Lapaix at Career Lab LIVE by Coach360

August 1, 2025, marks a pivotal moment for fitness professionals as Career Lab by Coach360 LIVE takes center stage in Anaheim, California, leading into TheFitExpo. This full-day experience brings together top industry professionals for an unparalleled combination of learning, networking, hiring opportunities, and a high-energy workout—all while earning continuing education credits from ACE, ISSA, NASM, AFAA, and NCSF.

The event kicks off with an electrifying workout session led by BODi Super Trainer Lacee Green and fitness entrepreneur Maricris Lapaix, sponsored by Fabletics. Every participant walks away with premium Fabletics swag, setting us up for a day packed with career-building opportunities and genuine connections within the fitness community.

Career Lab by Coach360: Your Launchpad to Success

Career Lab by Coach360 is a robust program designed to kickstart careers and establish long-term success in the health and fitness industry. Participants gain essential skills in branding, networking, business strategy, and continuing education while connecting with top industry leaders committed to supporting their professional journey.

This event creates the perfect environment for fitness professionals to grow, learn, and become part of the next generation shaping the industry’s future. The program addresses the real challenges facing fitness professionals today while providing practical solutions and actionable strategies for career advancement.

For a limited time, loyal newsletter readers receive 25 percent off their ticket to Career Lab by Coach360, which leads into TheFitExpo. Use code: coach25 to sign up today at a discounted rate!

Epic Day of Learning and Connection

The lineup features industry heavyweights, including Celebrity trainer Corey Calliet, Founder of Training Mate Luke Milton, and Co-founder and President of E20 Eloiza Tecson. These leaders bring decades of experience and proven success strategies to share with attendees looking to elevate their careers.

The educational component covers essential areas that fitness professionals should master to advance and find the career of their dreams. From building a personal brand to developing effective networking strategies, participants leave with concrete tools they can implement immediately. The continuing education credits from multiple accrediting bodies add valuable credentials to professional portfolios.

What sets this event apart is the authentic community aspect. As Lacee Green explains, “The FITEXPO brings together a diverse range of fitness brands, competitions, and demonstrations to inspire and guide individuals on their fitness journey. And the Career Lab by Coach360’s goal is to uplift the underserved health, fitness, and wellness coach community – giving SO many fitness pros all over the world access to grow their career and tools to help lean into their purpose.”

Workout That Sets the Stage

The day begins with an energetic workout session that promises to pump up the energy and create the perfect atmosphere for learning and connection. Lacee Green, known by her Instagram handle @thecurvygirltrainer, brings her infectious energy and judgment-free approach to fitness. As a BODi Super Trainer, podcast host of “Woot Woot,” and fitness and mindset coach, she believes in creating inclusive spaces where everyone can thrive.

“WOOT WOOT! I am SO excited for the energy we are all about to experience with everything Coach360 Career Lab has put together,” Lacee shares. “And we have put together an awesome workout for everybody and every BODY that is going to leave you feeling sweaty-with the biggest smile!”

Joining Lacee is Maricris Lapaix, a fitness entrepreneur who founded Move with Maricris and co-founded Lapaix Hyland Global Business Consulting.. As a Centr Trainer and fitness model, she brings a wealth of experience to the workout session. Her recent journey into motherhood has added new dimensions to her expertise in pregnancy and postpartum training, which you can see more of on her Instagram, @maricrislapaix.

Maricris emphasizes the community aspect: “I’m excited for the community to gather! It will be an energetic workout to kick off the day and set the tone for a day of connection and learning. These events are the perfect catalyst to inspire you to leave and take action in your own communities to make a difference in our own unique spaces as fitness professionals.”

The workout, sponsored by Fabletics, ensures participants start the day with elevated energy levels and premium gear to remember the experience. This physical activation creates natural networking opportunities and breaks down barriers between attendees.

Final Thoughts

Events like Career Lab by Coach360 LIVE offer a rare opportunity to learn directly from those who have built successful careers, while forming connections that don’t end with the event’s conclusion. Don’t miss your chance to be part of this game-changing experience—secure your tickets now and step into your future as a health and fitness professional.

Ready to transform your fitness career? For our loyal Coach360 newsletter followers, we’re offering 25% off your Career Lab LIVE ticket! Join us in Anaheim for Career Lab by Coach360 LIVE on August 1, 2025.

Friendly Competition Turned Industry Solution: How Edge is Providing Recognition for Fitness Professionals

Michael Arredondo and his co-founder and childhood friend, Ray Weisberg, used to compete over everything—who could sell the most jeans at Tilly’s, who could serve the most desserts at the country club, and who could rack up the highest sales numbers. However, their biggest challenge was competing for attention in workplaces that treated high performers the same as employees who merely showed up for a paycheck.

“We were always those employees who wanted to overachieve,” Michael recalls about their days working those hourly jobs. But not every workplace rewards that drive. Too often, they watched as their extra effort went unnoticed while less engaged coworkers received the same treatment. That experience planted a seed that would eventually grow into Edge—Employee Driven Growth Engine—a platform that’s now helping thousands of fitness professionals get the recognition and rewards they deserve.

The Problem: Great Coaches Going Unrecognized

Six years after founding Edge with his longtime friends (including his brother), Michael has seen firsthand how this recognition gap plays out in the world and the fitness industry. Although Edge isn’t strictly for the fitness industry, there is a significant gap to bridge in this area. Coaches and trainers, the very people who create transformative experiences for members, often feel undervalued and underpaid. It’s a pattern that drives talent away from an industry that desperately needs skilled professionals.

“Most coaches and trainers typically leave because either they feel like they can make more money elsewhere, or they don’t feel appreciated for the work that they’re doing,” Michael explains. Meanwhile, operators are juggling a multitude of daily tasks, often focusing on problems rather than celebrating successes. This creates a vicious cycle that we understand all too well at Coach360. Great coaches leave, studios struggle to find replacements, and the churn cycle continues, with an almost 100 percent turnover rate across the sector annually.

The Solution: Making Recognition Automatic and Rewarding

Edge addresses this issue by turning customer satisfaction into employee recognition and rewards. Here’s how it works: After a class or training session, members receive a simple text asking them to rate their experience with their coach on a scale of one to five. When they give high ratings, the system seamlessly encourages them to leave a positive Google review, specifically mentioning their favorite coach by name.

Edge makes it seamless for customers to review their favorite employees and earn them a financial bonus without having to open their own wallets to make it happen. It’s quick and free for members, and generates buzz for the studio, appreciation for the trainer or coach, and creates an all-around positive experience for everyone involved.

The magic happens in the feedback loop. Within 24 hours of a positive review being posted, coaches get a notification on their phone that they were given a shout-out in a review. They get to see the kind things members say, which provides a dopamine hit and a sense of accomplishment, knowing they are making a difference in the lives of their patrons and making the company proud of the work they are doing.

But Edge doesn’t stop at feel-good moments. Studio owners can set monetary incentives for each mention in a review. The platform tracks everything automatically, and coaches can redeem their earnings through a marketplace featuring gift cards from popular retailers such as Starbucks, Chipotle, and Amazon.

Beyond Recognition: Building Careers, Not Just Jobs

As coaches rack up positive reviews mentioning them by name, they’re building their professional reputation online. Michael shares the story of a personal trainer whose consistent positive reviews began attracting new clients who specifically requested him. There are people who have never been to the gym or studio before, but will specifically book with this individual after seeing so many glowing reviews about him online. It’s helping coaches and trainers market themselves effortlessly and seamlessly.

This shift from employee to recognized professional is exactly what the fitness industry needs. Instead of coaches feeling like interchangeable parts, they’re becoming valued specialists with growing reputations, which are assets that studios want to retain and invest in.

Some forward-thinking operators are already using Edge as a recruitment and retention tool, highlighting the extra earning potential as a job benefit. It’s a smart move in an industry where finding skilled trainers and coaches has become increasingly complicated.

The Fitness Industry’s Backbone Deserves Better

The fitness industry has long relied on passionate professionals who genuinely care about helping people transform their lives. These coaches and trainers work early mornings and late nights, celebrate client victories, and provide encouragement during difficult moments.

Yet for too long, many of these dedicated professionals have felt undervalued. They screenshot positive texts from clients, save encouraging emails, and build their informal collections of feedback to remind themselves why their work matters during tough days.

Edge systematizes this recognition while adding meaningful financial rewards. It acknowlEdges what savvy operators already know: people return to the gym or the class because of the coaches who make them feel seen, supported, and successful.

“People return and buy because of the coaches, the instructors,” Michael emphasizes. “They’re the best marketers, they’re the best salespeople, they’re the ones that can make or break the guest experience.”

Final Thoughts

What started as two friends competing over dessert sales has evolved into a platform that’s changing how an entire industry treats its most valuable assets. Edge proves that recognizing great work doesn’t have to be more complex than consistently showing up, meaningfully engaging, and offering a well-deserved reward.

The fitness industry has always been about transformation. Now, thanks to platforms like Edge, that transformation is finally reaching the people who make it all possible.

Albert Ramos: Bringing AI-Powered Finance to Fitness Operations

Albert Ramos discovered his calling in an unexpected place—stuck in traffic on Brand Boulevard in Glendale, California. Fresh from two years in television casting for Extreme Makeover: Home Edition, he spotted a 24 Hour Fitness and felt something click. The former college football player missed the energy of athletics, the community, and the shared pursuit of betterment that defined his sports background.

That moment ignited a six-year journey with 24 Hour Fitness, during which Ramos advanced from sales manager to district manager. His path continued through Gold’s Gym and eventually led him to Life Time. His experience expanded beyond fitness to include serving as VP of Operations at Lori’s Gifts, overseeing more than 125 stores across 12 states, which provided him with a multi-industry perspective on scaling operations. Each stop taught him that businesses had incredible potential but struggled with outdated financial systems and workflows that held them back from reaching their full capacity.

Albert’s Journey Through Fitness Operations

Albert’s foundation stemmed from an economics and finance degree at Occidental College, but his real education took place on gym floors and in boardrooms across multiple major brands. His analytical mind thrived in complex business practices, eventually managing full P&L responsibility for operations generating up to $200 million in revenue. The experience spanned PE-backed, public, and founder-led organizations, giving him exposure to different funding structures and growth strategies.

The shy kid who once hid in college libraries analyzing financial statements had evolved into someone who could translate complex numbers into actionable business strategies. His unique combination of deep financial expertise and hands-on operational experience has caught the attention of the industry. Clients began reaching out for help with franchise portfolios, studio improvements, and optimizing wellness clinics.

What set Albert apart was his ability to see beyond traditional spreadsheets. While many finance professionals stayed behind computer screens, he developed skills in human capital management and strategic communication. This approach allowed him to work directly with banks on funding rounds, present to boardrooms, and build relationships that surpass the typical CFO responsibilities.

Stratego: AI-Powered Financial Solutions for Fitness Businesses

Stratego emerged from Albert’s recognition that the fitness industry desperately needed modern financial tools and workflows. The company reflects Albert’s strategic mindset and willingness to challenge conventional approaches. As President of ValiSights, Albert also developed AI-powered FP&A strategic finance tools, providing sophisticated forecasting and analysis capabilities across multiple sectors.

Stratego offers fractional CFO services tailored specifically for fitness and wellness businesses, combining traditional financial expertise with cutting-edge AI applications.

Stratego helps multi-location fitness and wellness businesses, particularly those scaling beyond three locations or facing cash flow challenges. The company focuses on operators generating between $1 million and $50 million in revenue who struggle with profit visibility despite growing sales numbers. Albert works with fitness studio owners, multi-unit wellness chains, and PE-backed longevity businesses that require financial systems to be rebuilt from the ground up.

Albert’s AI integration sets Stratego apart from traditional financial consulting. He has developed custom bots and automated workflows that can live within existing accounting systems, providing instant access to critical financial data. A simple query about outstanding receivables generates immediate results, complete with automated follow-up options for collections. Marketing departments benefit from AI agents that research industry trends and generate content without requiring daily prompts or oversight.

The company also tackles operational efficiency through AI-powered tools that analyze everything from staff scheduling to equipment utilization. For personal trainers and group fitness instructors, Albert has developed systems that integrate wearable device data, client preferences, and performance metrics to optimize programming and enhance retention rates. These tools help fitness professionals deliver more personalized experiences while reducing the administrative burden that often leads to burnout.

Final Thoughts

Most people overthink their next move, allowing the perfect opportunity to pass them by. Albert spotted 24 Hour Fitness during a traffic jam and acted on impulse, turning a random moment into a career-defining decision. His story raises an important question: how many breakthrough moments get lost because we’re waiting for certainty?

The fitness industry is filled with operators who know their businesses inside and out but freeze when faced with financial complexity or new technology. Albert’s success comes from his willingness to dive into unfamiliar territory, first leaving entertainment for fitness, then embracing AI when others hesitated. His approach suggests that the biggest risk isn’t making the wrong choice, but making no choice at all while opportunities compound for those brave enough to act.

Jennifer Maanavi and Physique57: Taking Chances and Building An Authentic Brand That Changes Lives

Jennifer Maanavi’s experience searching for the right fitness routine mirrors what countless women face: bouncing between gyms, feeling intimidated by co-ed environments, and wondering if there’s something better out there. Her solution became Physique 57, a studio that has redefined how women approach fitness for nearly two decades.

After finding a routine she loved through The Lotte Berk Method, it was the abrupt closure of the studio that led Maanavi to find her fitness career. What started as a search for continuity became the foundation for a brand that would eventually span countries and serve clients, and win a five-star award from The Fit Guide’s New York roundup.

The Birth of Physique 57

Jennifer Maanavi’s path to founding Physique 57 reads like a perfect storm of timing, determination, and serendipity. After five years of devoted attendance at the Lotte Berk Method—losing two dress sizes she didn’t even know she needed to lose—Maanavi faced a crisis when her fitness sanctuary announced its sudden closure. Armed with nothing but a Post-it note containing the name “Tanya Becker,” the studio’s top instructor, Maanavi made a decision that would reshape her life and the fitness industry.

The first meeting between the future co-founders was charming and of a different time when one couldn’t swap Instagrams or send pictures of themselves. Maanavi had to describe herself to Becker over the phone—”I’m five-seven, I have brown hair, I’m in the corner of this restaurant”—since they’d never actually met despite attending the same studio for years. Within minutes of their conversation, both women recognized the potential to bring this transformative method to women worldwide.

Starting with a cash box and a boom box in the basement of the Martha Graham Dance Studio, what began as a dream and determination became an empire, with studios popping up world-wide (including the NoMad launch later this year) Maanavi’s background in the corporate world influenced her approach to treating instructors as valued employees, offering healthcare, vacation time, and guaranteed hours, which were benefits virtually unheard of in fitness instruction at the time. This foundation of respect and stability became part of the studio’s DNA.

Authenticity as Strategy

Physique 57’s success stems from an unwavering commitment to being exactly what it set out to be: a sanctuary for women seeking effective, enjoyable fitness without intimidation. Rather than chasing trends or competing directly with established giants like Equinox, Maanavi and Becker carved out their own space in the market through deliberate choices that reflected their values and vision.

The studio’s original website perfectly encapsulated this philosophy. Instead of the typical fitness imagery featuring sculpted bodies in athletic wear, Physique 57’s homepage displayed a single illustration of an elegant woman in a black dress—artwork purchased from a John Paul Gaultier fashion show. The image emphasized what was possible through the program, a well-desired look in the 2006 fitness world. This approach positioned the brand as elevated, elegant, quiet luxury, which perfectly matched the Manhattan location, rather than competing in the crowded “hot mama” fitness space.

Their physical locations reflected this same intentional curation. Maanavi deliberately chose eighth-floor spaces that felt like apartments rather than flashy street-level retail locations. She hired residential architects instead of commercial designers, creating environments that fostered intimacy and a sense of community. The decision to open in Midtown Manhattan—considered “bonkers” at the time, since there was virtually no fitness presence in that area—proved prescient, as it positioned them at what Maanavi calls “the center of the universe” for business and culture.

This authenticity extended to their approach to teaching. Physique 57 emphasizes being “more about the person than the pose,” offering modifications for various body types, ages, and fitness levels. Their partnership with Adelphi University to scientifically prove that visible results could be achieved in just eight one-hour workouts demonstrated their commitment to efficacy. The method works because it was designed specifically for women’s bodies, acknowledging that female fitness needs differ from male-oriented gym environments.

Currently, Physique 57 has opportunities available through Marketplace by Coach360, continuing its tradition of supporting quality instructors with solid employment practices. From the humble beginnings in a cash box to the current multi-country presence, the brand has maintained its core identity while evolving with the times—proof that staying true to your original vision can be the most effective growth strategy.

Final Thoughts

Building a business requires a certain level of calculated risk-taking that others might label as crazy. Maanavi’s willingness to leave her traditional corporate career based on a Post-it note, open in an unconventional location, and market through a vibe rather than fitness channels all seemed unconventional at the time. Yet these bold choices created the foundation for a brand that has maintained relevance for nearly two decades.

Physique 57’s journey affirms that entry to a sustainable, growing business involves the courage to define your category rather than competing within existing ones. Sometimes the best business decisions come from trusting your instincts about what the market needs, even when conventional wisdom suggests otherwise.

Beyond Activ Americas: What Not to Miss at this Epic Event

Dallas will be the epicenter of fitness industry leadership this October as Beyond Activ Americas brings together over 1,000 executives, operators, and investors from 35 different countries to the Hilton Anatole. This gathering is the largest concentration of decision-makers in health, wellness, fitness, and sports brands, creating a unique environment where business deals are struck, partnerships are formed, and the future of the industry is born.

The event draws attendees from across the Americas, with significant representation from Latin American markets, making it a hemispheric business summit. With over 100 speakers, 50 exhibitors, and 40 one-on-one sponsor meeting tables spread across two stages of content, October 2-3 promises to be two days of high-stakes networking and strategic discussions that will shape the fitness landscape for years to come.

An Event You Cannot Miss

Beyond Activ Americas has assembled an impressive lineup, making this year’s event particularly compelling. The morning keynotes feature Mark Mastrov and Joe De Sena, two industry giants who bring decades of experience and fresh perspectives to the opening sessions. Their insights will set the tone for discussions that span from operational excellence to investment strategies.

The event honors Dr. Kenneth Cooper with a lifetime achievement award, recognizing his foundational contributions to the fitness industry. At 94, Dr. Cooper remains sharp and engaged, sharing stories that span the growth of fitness from its early days to today’s sophisticated industry. His presence adds gravitas and historical perspective to the proceedings.

The Hilton Anatole boasts an extensive art collection, adding a unique visual and experiential element to the event experience. This exceptional property houses The Crow Family’s vast art collection, featuring a diverse range of pieces, such as two 12-foot Berlin Wall segments, a 15-ton propeller from the RMS Lusitania to the kinetic sculpture, The Nebula. This legacy of history and artistry makes the Hilton Anatole a place of wonder and connection for all those that visit.

Club tours add another dimension to the experience, with stops at the Cooper Institute, Cowboys Fit Frisco, and the Adaptive Training Foundation. The latter tells a particularly compelling story through founder David Vobora’s life experience from NFL player to addiction recovery to creating a facility specifically designed for military amputees. These tours provide tangible examples of how different approaches to fitness can serve diverse communities and create a meaningful impact.

Networking opportunities are built into the event, with an unopposed time of 45 minutes to 90 minutes between sessions. This intentional pacing allows attendees to connect with exhibitors, sponsors, and fellow industry leaders without the rushed atmosphere or stress of having to choose between networking and attending an important panel. The Wednesday evening welcome reception and Thursday evening awards ceremony provide additional opportunities for relationship building in more relaxed settings.

Loyalsnap’s Studio IQ: Where Strategy Meets Execution

Loyalsnap has spent a decade solving a specific problem for fitness studios: automated marketing that works. Founded by Gavin as a loyalty program developer creating early ClassPass-style points systems, the company pivoted after hearing studio owners express frustration about lead tracking and missed opportunities. Current CEO Noah, who worked alongside Gavin for seven years before taking the helm two years ago, has maintained the company’s philosophy of creating and sustaining “Relationship-Building Technology for Fitness Studios.”

The platform pulls live data to trigger targeted messages and pipeline actions. What sets Loyalsnap apart from competitors is its decade-long specialization in this exact problem, resulting in more robust targeting capabilities and ready-made templates rather than build-your-own solutions.

Recognizing an underserved segment in fitness education, Loyalsnap is launching Studio IQ on October 1st, from 10:00 AM to 4:00 PM. The event is designed specifically for mid-tier management and studio operators. The concept emerged from a realization that while continuing education exists for instructors and thought leadership events cater to executives, there is a gap in addressing the actionable needs of day-to-day operators.

Studio IQ fills this void with tangible, executable content that attendees can implement immediately—what they call “push the button” ready solutions. The event emphasizes the “now what?” actionable items that Michelle Steber and I discussed. While there are plenty of ways to gain insight, one of the most significant gaps missing in that knowledge is how to translate it to action that drives change.

Coach360’s Operator’s Table: Connect, Unwind, and Dine

Coach360’s invite-only Operators’ Table party offers a carefully curated networking experience on October 1st from 6:30 to 9:30 pm at Catbird, located within the Thompson Hotel in Dallas. The event offers an exclusive opportunity to connect, creating an intimate atmosphere where industry professionals can build meaningful business relationships. Transportation will be provided from the Hilton Anatole, ensuring seamless access for attendees.

Co-hosted by InBody, SoundHoud, The Perfect Step, and dotFIT, the gathering will host executives and hiring managers from major fitness brands, including Life Time, BodyBar Pilates, Planet Fitness, and Training Mate, among others. CEO Kathleen Ferguson emphasized the event’s purposeful approach: “The key to what we’re building is creating opportunities for meaningful conversations that drive relationships, community, and positive ROI. We aren’t just hosting events to sell tickets or paid speakers. We are creating groups that we believe can facilitate impactful business relationships.”

The Operator’s Table demonstrates Coach360’s commitment to fostering genuine connections within the fitness industry, moving beyond traditional networking events to create spaces where business relationships can develop organically over quality conversation and dining.

Final Thoughts

One of Coach360’s core beliefs is that nothing beats showing up in person. Events like Beyond Activ Americas, Studio IQ, and Coach360’s Operator’s Table recognize that connection and building genuine relationships matter. Nonconflicting networking time, events specifically designed for people to mingle and connect, and providing actionable insights drive real change across the industry.

Beyond Activ Americas in Dallas provides an opportunity for everyone in the industry to grow, connect, and thrive through in-person interaction. The convergence of decision-makers from 35 countries creates a carefully orchestrated balance of content and connection time, allowing relationships to develop naturally, transforming individual expertise into collective industry advancement.

Burnout to Building Bridges: How Yuli Ziv Created Heallist to Change Holistic Practice Management

For Yuli Ziv, the journey from tech entrepreneur to wellness platform founder began with a decade of startup success followed by a crash that would reshape her entire perspective on business and well-being. After building and selling Style Coalition, an influencer marketing platform that helped define an entire industry, Yuli found herself facing the hidden costs of entrepreneurial achievement.

What started as personal healing became the foundation for Heallist, a comprehensive platform designed specifically for holistic practitioners. Yuli’s experience navigating both sides of the wellness equation—as someone desperately needing healing and later as an advocate for the healers themselves—revealed a significant gap in how the industry supports its practitioners.

Yuli’s Journey to Finding Heallist

Success had always been Yuli’s north star, but nearly a decade of running at full speed eventually caught up with her. Despite outward achievements with Style Coalition, she found herself burned out and disconnected from her foundation. The relentless pursuit of growth had consumed her attention, leaving little room for self-care or reflection. Following the acquisition of her company, Yuli made a decision that surprised many: she took a two-year career break at the age of 45, stepping away from what society considers the peak earning years for women.

The transition proved more difficult than anticipated. After years of running at maximum capacity, waking up to a zero inbox felt terrifying rather than liberating. The silence forced her to confront how deeply she had neglected her well-being while building her business empire. A 2019 meditation retreat became the turning point that changed everything. The experience helped her recognize her true nature and sparked an understanding that she could no longer separate her spiritual side from her professional identity.

During her sabbatical, Yuli began working with holistic practitioners who helped her recalibrate her nervous system and address years of accumulated stress. As she experienced the transformative power of alternative healing modalities firsthand, she also noticed a striking pattern. These practitioners possessed extraordinary abilities to create rapid, meaningful change in people’s lives, yet they struggled with the business fundamentals that had become second nature to her. The realization crystallized: she needed them as much as they needed her expertise in marketing, technology, and business operations.

What Heallist Is and the Problem It Solves

Heallist is a comprehensive practice management platform and a supportive community designed specifically for holistic practitioners. The software addresses the unique challenges these professionals face when running their practices, from managing diverse service offerings to handling complex booking scenarios. What makes Heallist unique is its understanding that holistic practitioners can offer a range of services, including one-on-one sessions, group classes, workshops, annual retreats, and digital products, all within the same practice.

The platform supports over 200 different healing modalities, from mainstream offerings like personal training and yoga to emerging energy healing techniques that represent a different side of wellness. This breadth reflects Yuli’s understanding that healing journeys rarely involve just one approach. Practitioners are increasingly blending multiple modalities, creating personalized toolkits that enable them to address their clients’ physical, mental, and spiritual needs simultaneously. A single session may incorporate fitness training, energy work, and spiritual guidance, depending on the client’s needs for that day.

The community aspect of Heallist addresses another critical gap in the industry. Most holistic practitioners operate as solopreneurs, which can be empowering and simultaneously isolating. They receive certification in their chosen modality but typically receive no training in business fundamentals, such as marketing, client acquisition, or practice management. Heallist provides the technological infrastructure to run a successful practice and access to a network of like-minded professionals who can share experiences, collaborate, and support each other’s growth.

Accessibility is at the heart of the platform’s design philosophy. Practitioners can establish their complete digital presence within five minutes, creating a clean, SEO-friendly page that showcases all their services. This approach eliminates the traditional barriers that prevent talented healers from reaching the people who need their services most.

Final Thoughts

Practitioners who dedicate their lives to helping others heal often find themselves struggling with the very systems that could amplify their impact. Yuli’s journey from burnout to building bridges shows how personal transformation can spark industry-wide change.

Her commitment to maintaining her wellness while building Heallist—complete with regular meditation, hiking, and retreat schedules—challenges the traditional startup culture that equates sacrifice with success. By demonstrating that sustainable business growth can coexist with personal well-being, she’s creating a new model for entrepreneurship that balances ambition with self-care.

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