What's My Why?

I believe it was my calling if I’m to be honest. At the age of sixteen, I was involved in a major ATV accident that nearly paralyzed me and almost took my life. My life took a turn from being active and healthy to an overweight teen who had to learn the struggles of weight gain, weight loss and regaining the strength to walk and move again from being sedentary after the accident. 

Eventually, and in time, I fell in love with fitness and strength training and began reading Muscle & Fitness magazines to help with strength training workouts with my dad’s weights and equipment in our basement over 31 years ago. Over the early years I struggled with my own results for a long time. Finally, I went on to get university educated, certified, sought out mentors and learned and trained with some of the best and brightest trainers, strength & conditioning coaches and organizations in North America and was able to figure it out and I was able to change my life. Today, it’s my desire to help others with the knowledge and skill set I have learned from my experiences both personally and professionally and help others with their journeys. 

Who Are the People I Want to Help Most?

People who are facing the same or similar struggles I faced – yo-yo dieting, lack of motivation, self-limiting beliefs, a poor relationship to food, lack of time, injuries, families, and incorrect information. 

What Am I Passionate About?

Inspiring and motivating others to live healthier and happier lives. By helping to give people the accountability, education, knowledge, and understanding that will change how they look at fitness and their own health and wellbeing. 

What Problems Do I Want to Solve?

I want to help busy professionals and Dad’s over 40 to regain control of their bodies and build strength from the inside out. I also want people to learn how to live a normal and healthy life, get into better shape, get stronger and fitter for themselves and be leaders for their families and loved ones. 

My Training and Coaching Look Like:

1. One-on-One In-Person, small group and Online training and nutrition coaching, strength training and conditioning, fat loss, muscle gain, body composition, athletic training, body building and lifestyle changes. 

2. Customized macros with sample meal plans.

3. Custom designed strength training and conditioning programs.

4. Individual coaching calls bi-weekly. 

5. Weekly progress check-ins.

6. Habit coaching and training.

7. Twenty-Four-hour Text access to me.

My Ideal Client Avatar (ICA):

1. My primary ICA is men over 40 to mid-60’s. 

2. My clients range from busy working professionals or fast paced career men and Dad’s.

3. The primary goal they have when they come to me are body composition changes, increasing strength, endurance and muscle mass, fat loss and overcoming injuries. 

4. For one-on-one training I cater to someone who is more intermediate and/or advanced with a strong background in strength training, knowledge how to track macros and workouts, but lacking ability to get the results they want on their own. 

5. As for beginners or late bloomers, I cater to men and women who are new to fitness and strength training and don’t know how to get started on their own journey. 

6. Most clients I work with struggle with finding or making time for themselves to workout, struggle with their own poor eating and sleeping habits – they have a hard time getting out of their own way. 

7. I find purpose helping anyone, but I prefer serious training clients as they require less “hand holding”. 

MY VALUE ADD:

How does it differentiate from others?

I am a very hands-on trainer and coach. I treat every client as if they are a close friend – I believe in nurturing our relationships and I am very available to them via text and email. We communicate often, we know what’s going on each others lives, and it results in fantastic long-term retention and relationships. 

What benefits do clients get? 

Results and fun of course, as well as a lot of knowledge, understanding and trust working with me. My goal is for them to learn as much as they can so they can at some point have the confidence and understanding of their own bodies, strengths and capabilities, manage their own nutrition and stick around for new training programs and to have fun. 

What kind of keywords do I use in my messaging?

Show up. Put the Work In. Be Consistent. Be Dedicated. Be Better Than Yesterday. Compete With Yourself. On Hard Days We Go Hard and Easy Days We Go Easy. Trust The Process. Have Fun. Why Cheat Yourself. 

How do I present myself to my target audience?

I’m very authentic, open and honest in my context and approach. I share my background with my own fitness goals and my past and present struggles and wins so they can understand that we are all human, that we all have ups and downs and ebbs and flows. It’s about connection. 

MY VALUE AND VOICE:

My Value Proposition Statement:

I Inspire and Motivate People (primarily men) to Live Healthier and Happier Lives. I Help Busy Professionals and Dads Over 40 Regain Control of Their Bodies and Build Strength from the Inside Out. Educating and coaching them how to take control of their results by teaching them how to manage and achieve a goal so they can be independent and strong. Helping them how to lift properly so they can actually see and feel their bodies change positively. I am focused on the relationship first and I prioritize communication, consistency and hard work.