Newsletter #6 (released June 1, 2007)

Message from the Founder...

"Expert Vs. Hack-spert"

What makes an expert? I have always been leary of that label because MY definition of an "expert" is to be all-knowing...meaning "is finished learning because everything that can possibly be known is learned".

I like to think that I am contstantly learning and growing

...as a trainer

...as a professional

...and as a person.

Within the last few years, many fitness professionals are being considered "experts" without really being challenged or held accountable for their track record (meaning how much success have they have had transforming clients & athletes?). You see "fitness experts" everywhere: TV shows like Good Morning America, Ellen Degeneres, The View, and those hilarious info-commercials. Why does the public accept these people as so-called "experts" or what I like to call "hack-sperts"? ? Is there rippling muscles, 6-pack abs, or tight glutes?

Well...alot of it is marketing...and like most careers, its also who you know.

Years ago, fitness professionals didn't know how to market themselves. You see, trainers relied on fake tans, rolled up sleeves, and wearing shirts 2 sizes too small to become recognized. Back then, trainers didn't have marketing expertise and prowess. They relied on their bench press numbers and weekly trophy girlfriends to advertise that they, yes, were the trainers of the gym. 

About 2002,  along came the infiltration of marketing/business savvy parasites into the fitness field....

Yeah...this is what "they" did:

They weren't really experts and weren't really good enough to see themselves in the field long-term, so they found a way to make money so they can spend less time training and more time sitting back and "pimping" out REAL fitness professionals. They found "marketing strategies", which they called niches. Suddenly, almost overnight, every single fitness niche that can be imagined was being marketed...some were good...some worked...but some were just plain stupid. The internet became the 'mall' of these marketing schemes. So, everyone thought they were "capable" of putting out a product because their marketing guru did a great job of motivating them (or what I like to call 'blinding' them) and its easier to hide your discrepencies behind a computer monitor.

Within the last 2-3 years, the industry has seen an influx of un-experienced, un-skilled, and un-committed trainers. I'm not saying ALL...I am saying a good few are more keen in marketing themselves or they're products, and less keen in designing an exercise program for your 53-year old mother or kid brother who plays lacrosse.

My wish and my intent is to inform (not educate because I don't consider myself an expert in marketing, but do think I have x-ray vision sometimes) the customer or client regarding these marketing schemes that steal thousands of dollars and kick REAL trainers in the "nards". Recently, I was on a forum that erupted with disgust regarding a free product that marketed experts. Obviously, the free product is designed to submit e-mail addresses to increase the seller's mailing list (a marketing tactic). Why couldn't honesty been practiced here? So, I decided to enlighten those on how to become an expert, according to today's fitness marketing practices:

Here's how you become an "expert":

1.) Hang out with people that know less than you do
2.) Lift heavier weights than everyone else or look better
3.) Continuously use old pics of your "big lifting days" to market yourself
4.) Know someone in the field who is good and "latch" onto them.
5.) Conjure a group to support your product or articles
6.) Continue to nurture that group with free testimonials/edits/products
7.) Get everyone in your group to REPEAT constantly your product/articles
8.) Ask your "group" to supply them with something to enhance your product so they begin to feel they are on the same level as you, this furthers their positive opinions of you which provides more support (i.e. marketing).
9.) Go with whatever is HOT and whatever everyone else is saying because they must be right because its alot of them!
10.) Start to believe your own BS

I think the last one is the mantra of these "marketing experts". If you tell a lie enough times...it almost becomes truth. And when hundreds and hundreds of people are eating the lies they are fed, it becomes reality. Gosh, almost out of something from "Escape from New York".

Stay STRONGER,

John

Recently, the "Eye of the Trainer" DVD has been reviewed.  This un-biased review is included into the newsletter for anyone on the fence about buying this DVD. The DVD is on sale for $30.00 to accomodate alot of the college kids who wanted it, but haven't begun their summer jobs yet. You SAVE 17% off the retail price (regularly $36.99). Only available thru June 8th!

Please read: Gobbla (don't even know his real name) reviewed Eye of the Trainer. He has no stake or affiliation with standAPART or me. He requested to review a product of mine and he's got balls. Enough said.

READ REVIEW:

Where can I get it and how much does it cost?

$30.00

Review:

Video\Sound Quality

Video quality is excellent. It’s a shame that this is really even a category but anyone that’s purchased a fitness related DVD knows that about half of the time video quality sucks. No need to be concerned with this one. A super clean picture the whole way through.

Sound is adequate. The header\footer speeches are nice. You could tell that John put some effort in it into rehearsing it a couple times. There isn’t a great deal of sound during the actual video portion. There is an occasional high\low during a transition or some especially slow speech (I’m assuming in an effort to be clear) at times, but nothing horrid enough to actually lose points for.

Content Usability

Here’s where it gets a little tricky. The “critic” portion in me demands for a little more depth. The “realist” portion in me says “fuck it, more depth really isn't needed”.

The DVD is a drag race of information. “This is what crap form looks like”. “This is how you fix it”. It goes through the entire series quickly which I liked, there aren't any sections when you're reaching for the remote to fast forward through ANOTHER auto paused menu screen. You get a quick view of good form (small and awkward camera angle at times), a view of crap form, and shown how to fix it by prehab\mobility\strength methods.

The “bad” form is pretty self explanatory for the most part. Anyone that’s ever lifted a weight or been to a gym…ever…has seen some bad form and when John does the examples it’s kind of funny. The only real negative is that there aren't enough explanations of “why” there’s something wrong or “why” what you’re doing is going to fix it. Sometimes you're shown or told why, sometimes not. There doesn't seem to be a whole lot of obvious reasoning as to why some items got explanations and others didn't.

One thing that takes some sting out of the "lack of why" is an included handout that briefly lists the chief causes of the problems\solutions and lists everything that’s on the DVD on a very portable\readable medium. This is something that other trainers really need to pay attention to. Having these handouts and supplements included really does make a difference.

Does it do what it says\Review

Yep. That’s really about as exciting as it gets. Similar to Alan’s book, you’re promised something pretty specific and you get it. It’s not fancy or gimmicky or going to “blow your mind” with super secret ninja powers…it shows you common form mistakes and methods to fix it.

Novice:

As a learning tool, you’ll probably be disappointed. As noted above the explanation side of the house is pretty weak. On the other hand, you’re form is shit (admit it) and explanations probably aren’t going to benefit you nearly as much as being shown how to “just fix it”.

So here’s it’s up to you. Why are you buying it and are you willing to pay 6x as much for comparable products that have the explanations.

Enthusiastic Amateur:

You’re probably going to get a lot out of it. If you can get a general idea of the “why” on your own, you can use this DVD to use a HUGE assortment of corrective “stuff”. It could easily help you fix problems on you and your clients\friends\spouse.

Final Thoughts\Value:

When I first seen this I was thinking “Starting Strength (the book) in DVD Format”!! I got a little hard to be honest with you. It’s not to “Starting Strength” level.

Here’s where personal values\goals are really going to determine if you think it’s worth it “for you” or not. My personal view is that every time I have a training session I want to see progression in some way, that’s #1 for me. #2 is I don’t want to get fucked up doing #1. I don’t look at the DVD as a way to do exercises correctly. I look at it from the perspective of “If I CAN’T do it correctly then there’s something bad wrong with me and I need to fix it”.

If you think you might have problems and want to actively find a solution for those problems (Meaning that you’ll actually do the prescribed maneuvers) then it’s a reasonable price. $30 is a pizza and a 12-pack. That lasts what 3 hours?  - Gobbla

A new Roundtable question has been added! Check out the replies to this query:Members READ HERE.

ROUNDTABLE #20: "As group training and bootcamps become widely popular, how can we close the gap and simulate one-on-one instruction when the ratios are 20:1? What methods have you used or would like to see used?"

Also: John Izzo articles to be featured in SportSpecific.com and PTontheNet!