Personal Trainer Magazine ISSUE 13

I S S U E 1 3

How he transformed a rock-bottom business

into his MOST SUCCESSFUL revenue generator

How he transformed a rock-bottom business

ROBERTS

FUNK P U B L I S H E D B Y

IN THIS ISSUE

E X E R C I S E I M M U N O L O G Y

H I T T I N G T H E R E S E T B U T T O N

I N V E S T I N G & C R Y P T O 1 0 1

PLUS!

Building Your

Confidence for

Better Success

INTRODUCTION

PUBLISHING TEAM

NESTA and Spencer Institute

Scott Gaines

Mark Teahan

Michelle Adams

Suzan Askins

Elizabeth Carter

Aishwarya Kumbhojkar

Contact: nestanews@nestacertified.com

INTRODUCTION

Personal Trainer Magazine was created

with you in mind. You love fitness. You

feel rewarded when you help your clients

reach their goals. You love the active

lifestyle. And, you realize you can and

deserve to make a great living while

helping people add value to their lives.

For these reasons, PTM brings you the

perfect combination of science,

application, business and personal

development skills.

Regardless of your niche in the fitness

industry, you will find effective and easyto-understand

methods for enhancing the

lives of others while you are personally

fulfilled.

We welcome your comments, questions

and critique of PTM. This is your

magazine. If you want to see something

featured, please let us know. If you’d like

to contribute, our editorial department

would like to hear from you.

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ONTENT

CONTENT

4-5

6-7

9-14

15

17

18

20-22

23-25

27-29

31-35

37-38

40-41

43-44

WHAT TRAINERS NEED TO KNOW ABOUT

EXERCISE IMMUNOLOGY

FRESH COACH AND CLIENT PERSPECTIVES:

HITTING THE RESET BUTTON

FUNK ROBERTS: THE FITNESS INDUSTRY

PHEONIX

HOW TO ENTER THE NESTA GRADUATE

GIVEAWAY

HOW TO START INVESTING

SEO STRATEGIES TO GET MORE CLIENTS

CRYPTO 101

WHY YOUR MENTAL FITNESS MATTERS

QUESTIONS TO ASK YOURSELF IF YOU

WANT TO BECOME A PERSONAL TRAINER

WHY MEN AND WOMEN BURN FAT

DIFFERENTLY

TIPS FOR PLANNING CLASS

CHOREOGRAPHY

IMPROVING CONFIDENCE FOR BETTER

SUCCESS IN BUSINESS

10 STRATEGIES FOR BETTER BRAIN HEALTH

personal trainer magazine

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W H A T T R A I N E R S S H O U L D U N D E R S T A N D A B O U T

known as "non-specific") protects the body without

distinguishing one threat from another. This includes

barriers such as epithelia which lines and covers the body

(e.g., the epidermis of the skin, mucous EXERCISE IMMUNOLOGY

membranes of the

respiratory, digestive, and reproductive tracts), and

specialized cells (phagocytes, natural killer cells), proteins

(interferon, complement) and physiological processes (fever

and inflammation).

Adaptive immunity (also known as "acquired" or "specific"

immunity) will respond to a specific infection such as a virus

(e.g., the flu, COVID-19) and make specialized immune

cells designed to neutralize and kill that specific virus. There

are both cellular and humoral components. Cell-mediated

immunity consists of specialized lymphocytes known as T-

cells, which kill already infected cells. Humoral immunity

("humoral" meaning relating to bodily fluids) consists of B-

lymphocytes that create specialized proteins known as

antibodies found in the blood plasma.

Exercise immunology is the emerging field of how exercise

affects the immune system, with most of the research having

been done in the past 25 years. With a global pandemic that

has dramatically reshaped our lives, it is essential for fitness

professionals to understand the basics of the immune

system. Well-educated trainers should train and educate

their clients in such a way as to strengthen and not

compromise their immune system. While this does not

guarantee that their client does not get sick, proper diet and

exercise are essential to optimize an

individual's defenses.

The impact that exercise will have on the immune system is

dependent on the exercise intensity and volume. For

example, one of the most studied areas in exercise

immunology is the effect of exercise on upper respiratory

tract infections (URTIs). In the case of URTIs, exercise can

have positive and negative effects. Individuals who

participate in regular moderate exercise have been found to

be at a lower risk of URTIs. However, the risk of a URTI

increases in individuals who engage in intense and/or long-


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The immune system is incredibly

complex, and this article is intended to

introduce some basic concepts

pertaining to exercise and one's

susceptibility to infections.

Humans are continually exposed to

many infectious agents such as

viruses, bacteria, fungi, protozoans,

and parasites, all of which could make

one ill. The immune system's job is first

to prevent the entry of these infectious

agents and second, if they can get past

our natural barriers, to neutralize the

threat.

The two main branches of the immune system are innate

immunity and adaptive immunity. Innate immunity (also

duration exercise. The risk of infection in these highintensity

athletes can be higher than that of a sedentary

individual. This is represented by a J-shaped curve.

It is thought that regular 20–40 min of exercise at 40–60%

VO2 max is sufficient to reduce the risk of URTI by up to

67%.

Other studies have

shown similar decreases

in the cellular branch of

the adaptive immune

system. Specifically,

prolonged exercise (i.e.,

greater than 90 minutes)

has a temporary depressive effect on the immune system.

This is seen by a decrease in levels of B-cells and T-cells

as well as a decrease in natural killer cell activity. This is

common for athletes such as marathon runners, where

immunosuppression would last for up to six hours.

Taking together the suppression in both humoral and

cellular immunity immediately post-exercise has lead to the

"Open Window Theory". This theory states that your

immune system is transitorily suppressed for several hours

after an intense bout of exercise. This gives any

opportunistic bacterial or virus the chance to get a foothold

leading to infection.

Heavy intense exercise can transiently suppress immune

function up to three hours post-exercise. Many studies

demonstrate that after an intense bout of exercise, the

humoral branch of adaptive immunity and, specifically,

antibody production is transiently suppressed at least one-

hour post-exercise. For

example, one study was

performed on eight welltrained

cyclists who

exercised for two hours

at 75% of their VO2 max.

In this study, antibody

production dropped 50-

65% for one hour after

exercise.

possible mechanisms for this temporary suppression in

immune function after exercise is the elevation of several

stress hormones. These include the adrenal hormones of

cortisol (secreted by the adrenal cortex), epinephrine, and

norepinephrine (both secreted by the adrenal medulla),

which are known to be immunosuppressive. Additionally, an

increase in body temperature as occurs during exercise

may also play a role in immunosuppression. In addition to

other common factors such as lack of sleep, mental stress,

and increased exposure to pathogens, an athlete's

susceptibility to infection can increase.

In summary, multiple variables can affect an individual's

immune system. Moderate exercise has been shown to

boost the immune system, while high-intensity/long-duration

exercise has a temporary depressive effect. As fitness

professionals, we must be aware of the benefits and risks of

exercise and how to program appropriately to optimize our

clients' health.


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Scott Gaines, NESTA Director and Senior Vice President

Sources:

Exercise Physiology: Theory and Application to Fitness and Performance. S.K. Powers and E.T.

Howley. 10th edition. McGraw Hill publishers.

Exercise Physiology: Nutrition, Energy, and Human Performance. W.D. McArdle, F.I. Catch and V.L.

Catch. 7th edition. Lippincott Williams & Wilkins publishers.

FRESH COACH AND CLIENT PERSPECTIVES:

someone who is looking for their coach to provide

acceptance, guidance, and a nurturing, caring spirit when

they interact Hitting the Reset Button

together.

Key Skills Used in Holistic Coaching

Positive Emotional Attractors and Negative Emotional

Attractors (PEA & NEA) are both powerful ways to help

clients face change and the self-esteem struggles that some

clients have. Using PEA and NEA, our clients can identify

what attractors are regularly coming into their lives. The

summoning of one's PEA and NEA turns out to be an

excellent self-awareness technique. When done properly,

clients realize those lesser-known (subconscious) NEA

going through their minds. To break clients free of this old

pattern, we might also try doing some visualization so that

the client can see what a holistic lifestyle looks like.


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The International Coaching Federation (ICF) did no less

than 3 membership surveys in2020, mining for information

from Coaches during the pandemic. It became a common

response within a chaotic period, everyone wanted to know

how others were shifting around during the first waves of

COVID. Still, there was a fair amount of Coach training

discussed, mostly for how the industry would rise to meet

the challenges of coaching during a time when we needed it

most but were least able to provide it.

Transparent organizations survey their graduates and

students regularly. We recently asked for feedback from our

graduates regarding what the Coach feels clients are

looking for. The responses were fairly similar in tone, with

most Coaches believing that clients are looking for a coach

that provides a safe place for them to speak their truths, for

their voice to be heard, and for the space to brainstorm new

ideas. They want to be able to give voice to their

ideas/desires that they are timid to share anywhere else.

Clients are seeking encouragement, from the coach, to live,

grow, and explore. A client wants their coach to be able to

identify patterns in their life that they may not be able to

see. A client also desires empathy for their experience and

tools for them to shift their mindset or other patterns. All

great and well, correct?

But there is more. We also found that Coaches see some

clients as those seeking connections, permission, and

guidance to create something new. Others see a client as

Regulatory Focus Theory

Understanding promotion focus and prevention focus allows

a Coach to listen for clues as to what path our client is

traveling. This skill set allows Coaches to connect with

clients where they feel most comfortable, not pushing them

on a promotion path when they desire a prevention focus.

This skill is mastered by asking powerful questions;

sometimes the motivation for these Coach questions is only

fully realized by the client in hindsight. Regardless, if this is

the case, congratulations! You have been able to influence

considerable positive focus that is spreading into your

client's conscious thoughts.

Get Comfortable Talking About The Ideal Self vs

Ought Self

This theory can be powerful to share with clients. Clients

are seeking validation for their feelings and an

understanding of why they want something different than

the people around them (family, friends, work colleagues).

Learning about the ideal vs ought concept will comfort a

client who may have conflicted their whole life, not realizing

they were living an ought life for someone else's vision,

dreams, and goals.

Holistic Coaching Dynamics

Clients will come to us for anything from eliminating brain

fog and having more energy to simply wanting to live a

more vibrant life. What's pretty great about any goal your

client has, it will be largely determined and achieved by the

client. The client is the party who will need to embrace the

holistic system of nutrition, physical movement, mindset,

and spirituality. A Coach might help clients decompress with

breathwork, meditation, stress release goals; Similarly, a

Coach could lead the client through yoga postures to

address physical, mental, and spiritual needs. Nutritionally,

after assessing where the client is on their food journey, we

could discuss the process of eliminating processed foods

and seeking healthy, whole nutrient-dense foods that

support the human body.

The Coach's Presence - Expressions of Your Skills

There are many expectations and typical behaviors for a

coach to embody when working with the client. Before

meeting with a client, the coach needs to clear out their

channel (meditations, breathwork), creating a clear space to

work with the client. The practice of clearing out allows the

Coach to be mindful and actively listen, without being

distracted by the stories of our own lives.

might also see how powerful improving self-confidence can

be in the coaching process of transformation.

A coach embodies a multitude of skills to provide a safe,

encouraging, space for the client to expand and create new

shifts in their life. The more skills used in a session, the

greater the likelihood of positive client outcomes. When

everything goes well, we create an enjoyable,

transformative experience. Furthermore, when Coaches

share experiences in research studies, we can all benefit

from the interpretation of the results, however, in the end, it

is our client who benefits the most. Better Coaches, better

client experiences.

You can learn more about becoming a Certified Holistic

Nutrition Coach by heading to SpencerInstitute.com

When we can actively listen, we can respond in the

moment. Active listening also allows for our intuition to

almost seem more clear with the added focus we have

deliberately set in motion; this will allow for probative

questions that tune into the needs of the client while

clarifying with has already been shared. We have said it

before - it's a checkpoint, a sort-of summary. Recognizing

positive and negative emotions, as well as energy shifts,

with a warm, calming spirit can take experience but when it

occurs, it is quite powerful and Coaches will see how much

this helps their clients open up and reveal their truths from

within.

As a coach we must reflect back to the client what I hear, so

they can confirm we are hearing them, we understand the

information and they can correct anything not fully

understood or clearly defined. Reflection allows clients the

opportunity to see their thoughts in a new light, from a new

perspective, rather than only listening to and shaping their

self-talk.

Mark Teahan, Director of The Spencer Institute


Lastly, the Coach's presence includes an expectation to

harness client energy so that listening, feeling, and

expressing compassion results in a relaxed, calm, and

satisfied client. We can be strategic about inching a client

toward triggering stories/feelings/emotions, but when

possible, we want to not embody the emotional energy that

also comes with challenges or the hard work of making

behavior changes. When a client hires a coach, they are

looking for someone to reflect their successes to them, and

praise them for their strengths. We call this celebrating

client successes and appreciative inquiry (AI). These

affirmations help rebuild the client’s confidence. When we

realize how often – and how many – of our clients struggle

with change due to uncontrolled self-esteem concerns, we

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A FITNESS INDUSTRY

A FITNESS INDUSTRY

In The Beginning, There Was Funk...Teenage Years

PHOENIX

As teenagers, we always have those couple of people that

we look up to. People whom we admire and strive to be like.

That we put our hearts towards and look up to no matter the

circumstance.

For Funk Roberts, those people were bodybuilders--the big,

burly, chiseled men that spend every waking hour dedicated

to achieving maximum strength and muscular definition. It’s

a tough sport to be in and it pushes your body to the

extreme, but the rewards speak for themselves.

The younger years of Funk’s life were spent idolizing the

biggest names in the bodybuilding community--Arnold

Schwarzenegger, Lee Haney, Flex Wheeler, Lee Labrada,

Sergio Olivia, and so many more. Even though Funk was

heavily involved in sports throughout his teenage years--

football, basketball, baseball, hockey, volleyball, and others-

-he was always enthralled with bodybuilding. The fitness

world was something Funk wanted to be part of and he was

going to do whatever it took to get there.

Some of the popular magazines we know today--Muscle &

Fitness, Flex Magazine, and others--were staples in his

reading repertoire and set the stage for his desire to enter

that world, too. And by the ripe age of 11, Funk had made

his own home gym. With a set of Joe Weider dumbbells and

a bench, he cracked the whip and was well on his way to

living out his dream.

Pro Beach Volleyball

plyometrics, sprints, and conditioning finishers with all the

other players--even his opponents. It was all about getting

bigger and better performance; he wanted to be the best,

and if that meant putting in the extra effort, that’s what he

would do.

By this time, Funk was the go-to person for nutrition and

fitness. He was the one guy that if you wanted to be jacked,

you asked him how to get there. Straying from the tall, lanky

body type common of most volleyball players--Funk came in

at a shredded 5’11” and knew exactly what to do. It was his

future as a fitness coach and trainer slowly being etched

into his life.

Retirement & the Rise of PT and Bootcamps


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Enter the late 80s and 90s and Funk’s focus was no longer

the bodybuilding community--it was about beach volleyball.

He earned his rank as a professional beach volleyball

player and was granted the opportunity to travel all over the

world playing for all of the major beach volleyball

organizations. As a high-level athlete, you have to be on top

of your game at all times. For Funk, that meant training,

fitness, nutrition, and strength and conditioning were always

at the forefront of his mind. You live, eat, and breathe

training and you do whatever necessary to prepare your

body--mentally and physically.

Whereas other athletes were done when training or a game

was over, Funk was that one teammate that would run

At the age of 30, Funk was done with his days of volleying,

bumping, and spiking and decided it was time for a change.

He retired from professional beach volleyball and entered

the corporate world and family life.

Funk started personal training part-time as a side gig but

quickly realized that one-on-one training was not for him. He

hated it--and even that was an understatement. While he

learned a lot and honed his training skills doing one-on-one

sessions with clients, that line of work wasn’t for him. It

helped him understand the type of people he wanted to train

and the type of people he didn’t want to train, and it helped

Funk realize that he wanted to reach more people at once.

His knowledge and skills were designed for the masses.

In the mid-2000s, the rise of UFC, MMA, and other martial

arts took the fitness scene by storm. And it was nothing

short of spectacular for what was to come for Funk. He was

reintroduced to Muay Thai and MMA training, and he found

an interest that he never knew existed. Over the next few

years, this training fueled a passion for martial arts and

combat sports training, which soon developed into a

certification in MMA Strength and Conditioning.

For Funk’s training and coaching career, this was a huge

game-changer.

masses. That’s when he launched one of the first Bootcamp

programs in Toronto, Ontario. At that time, group training

programs were few and far between, which meant Funk had

one of the biggest opportunities to cash in on. He went full

steam ahead and made a name for himself. These weekly

beach boot camps were a total hit, drawing in more than

100 people on any given session. And while you think that

would be amazing (which it totally was), there was one

problem--it was a lot of work. He was lugging loads of

equipment in his truck back and forth to the beach. Between

all the travel time and setup and take down, it was

exhausting! It was a repetitive cycle of set-up, train for one

hour, collect payments, pack up, and go home. So, you can

imagine that while you’re helping a lot of people, the ROI

might not be worth it.

But for this part of his career, Funk obtained a whole new

set of skills--that of group fitness coaching. And from this

point out, he continued to work and hone his skills on

training in a group setting.

Intro to Online Fitness

The NESTA MMACA (MMA Conditioning Association)

certification was perhaps one of the best things Funk could

do to further his career as one of the top strength and

conditioning coaches, and it earned him a top spot among

MMA athletes worldwide. It was through the knowledge he

gained with this certification that he was able to keep

himself and his clients in incredible fight shape. He started

to implement everything he learned through the MMACA

certification to train some of the baddest fighters in the

game.

Thailand & the Birth of FunkMMA.com

In 2009, Funk took things to a whole new level with MMA

and trained at one of Thailand’s most renowned fight gyms,

Tiger Muay Thai Training Camp in Phuket. You know how

people have their "AHA! moment"? For Funk, this was it--

and it was about to birth something out of this world.

A lot of the people at this camp were MMA fighters training

hardcore for their standup (Muay Thai) but still stuck in the

old-school bodybuilding style workouts for strength and

conditioning. And when you need to be in the best shape of

your life to compete against some of the best MMA fighters

out there, bodybuilding workouts aren’t going to cut it. Every

single facet of your body has to be on point--not just your

muscular strength.


10

During his stay at Tiger Muay Thai, Funk had the

opportunity to conduct a seminar for more than 30 fighters

on the importance of well-rounded strength and conditioning

training program and the importance of “doing it right” to

improve all physical attributes needed for a fighter--strength,

muscular endurance, explosive power, cardio, core

strength, mobility, flexibility, and speed and agility. They’re

all pieces of the MMA puzzle that you’re not going to get

from conventional style strength and conditioning workouts.

But that’s what Funk was able to do. He harnessed his love

for coaching and took his knowledge to support other MMA

flighters in doing what they love and giving them the

knowledge and skills to train on an entirely new level with

an entirely new set of tools.


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With this newfound knowledge and practical application of

what Funk learned from his MMACA certification, along with

the ability to implement it on a global level, there was a

decision made that would become the pinnacle of Funk’s

success. From this, Funk MMA was born.

Little did he know that it would soon become the #1

resource for fighters around the world, harboring the best

information on strength and conditioning workouts for all

fighters--MMA, martial arts, combat fighters, and athletes.

From Corporate to Online Fitness Coach and Trainer


12

After years of putting out free content, blogging, posting

YouTube videos, and working like a dog to make a name for

himself as the go-to strength and conditioning coach for

fighters, 2015 took a little bit of a different turn than

expected.

It was time for Funk to leave the corporate 6-figure

management job and launch his online fitness business fulltime.

It required his full attention and with the heart and

passion to back it up, it would take off big time.

All of this to his wife’s surprise. Funk kept it a secret until he

got home and told her, “I just quit my job to go FULL time

online.” The reaction from her was obviously concerning,

but with his passion and dedication, she was behind him

100%.

The only road bump? Funk had ZERO knowledge on how to

start. But like any other business owner, he figured out how.

There was an uphill battle in the beginning. Funk had to

learn how to build a website, how to conduct email

marketing, social media, program design, sales copy, and

every other factor involved in running a business. It was a

lot of stress, a lot of feeling overwhelmed, and a whole lot of

sleepless nights, but it would soon pay off. Like any

newcomer to the scene would do, Funk turned to the guys

who had already built successful online businesses. He

called on their skills and knowledge for guidance and with

their guidance he finally launched his very first program.

Funk-Flex MMA Strength and Conditioning blew up as Funk

had never dreamed of. Within the first week of launching,

the program had pulled in over $100K.

Everything he had learned in his MMACA program was

taking shape and finally paying off.

And if that wasn’t enough, Funk took it up a notch again.

Recognizing the need to hit on other aspects that weren’t

included in his program, he added a NESTA Fitness

Nutrition and NESTA Core Conditioning Specialist to his

roster of certifications and set out to beef up his online

coaching and training programs. The launch of his Core

Training Program for Fighters and Nutrition for Fighters was

a massive hit.

Birth of Metabolic Training

With the rise of FunkMMA and the other programs Funk

successfully launched, things started to transition in a new

direction--metabolic training. Most of us are familiar with

HIIT, but it’s still not top of the training priority list. But for

Funk, it continually ranks first. High-intensity metabolic

training was what Funk really developed a passion for. It

was a style of training that maximized results and gave

people exactly what they wanted.

After becoming a Certified Metabolic Trainer, Funk

launched a series of workouts that really elevated the Funk

Roberts brand to the next level. It was the start of a new

chapter for his brand with programs that would be used by

renowned trainers, coaches, and gyms across the globe.

So, with the growing success of his online business, the

natural course of action was to develop that into a

membership website.

The Membership Debacle

With passion and dedication for helping people achieve the

best results possible, Funk knew there had to be a middle

ground between working 24/7 and achieving passive

income. He soon realized that growing his business to

become a recurring source of revenue was the only way to

go, much like gyms do with their membership fees.

Funk followed the advice he was given by other successful

online fitness gurus on “how to grow your membership

website” and used their tactics to a T. The only problem was

that a lot of their tactics were far from ethical. For example,

the program would sell itself for a small fee and customers

would receive a 14-day free trial. But after this trial period

ended, memberships would renew for $47 per month. Just

as he’d been told, it worked like a charm. Funk was raking

in cash left, right, and center.

Just as any business owner dreads, things took a turn for

the worse when members realized that they’d been charged

for months on end without even realizing it. Funk

acknowledged that this approach to business was unethical.

All of the money cashed in from his membership site

needed to be returned, refunded, and the memberships

were canceled. All of this work had been turned to dust; the

name Funk Roberts was tarnished; and worst of all, he was

broke, stressed, and slipped into a nasty bout of

depression. Everything he had worked for was gone.

Like A Phoenix Rising From The Ashes – Over 40 Alpha

As the old story goes, there’s always a happy ending

(eventually).

After trying to grow his business back and reclaiming his

name in people’s good books, Funk realized that his

mindset needed to change. He needed to learn how to run

an ethical business where clients wanted to be part of his

Funk Army. But then disaster struck. Early 2018 saw Funk

lying on his deathbed from a condition known as Crypto-

Organizing Pneumonia--a rare lung condition where the

small airways (bronchioles), the tiny air-exchange sacs

(alveoli), and the walls of small bronchi become inflamed

and clogged with connective tissue. Despite being in

amazing shape physically, Funk's was slowly killing him

from the inside out.

This wasn’t the end of Funk. A diagnosis, operation, and a

whole slew of drugs put Funk on the road to recovery. But

the whole time that Funk was recovering, the drugs were

killing the hormone that made him a man--testosterone.

program. The shift to a more results-driven membership

model skyrocketed his Over 40 Alpha brotherhood to over

10K paying members, bringing in an additional 30 members

daily and thousands upon thousands of life-changing

stories.

Instead of being an online marketer like most online

trainers, Funk is truly using his coaching knowledge and

training skills to guide men through their own journey. He

hosts live weekly coaching calls, provides 24 months of

programming and follow-along workouts, and engages in

support groups on Facebook.

He’s transformed a once rock-bottom business into one of

the most successful online businesses helping men over 40

completely transform their lives.

Growth of an Empire

While the growth of the Funk Roberts brand has been a

long and sometimes challenging journey, the growth of his

empire couldn’t have been done alone. It’s taken years of

sweat and hard work, but with a successful 7-figure

business that continues to grow, Funk Roberts Fitness is

now proud to be the workplace of more than 20 amazing

employees and contractors that help this machine run. From

web development, customer service reps, and fitness app

managers to graphic designers, videographers, content

writers, and membership managers, the entire team is what

makes Funk Roberts what it is.

He has an incredible and dedicated group of people behind

him that truly have a passion for this.

Funk switched gears and started to test a program he had

been working on for men over forty meant to help increase

testosterone levels while getting into incredible shape.

Because this was something Funk struggled with in the

past, he knew exactly what men were dealing with and how

to fix it.


13

This gave Funk an opportunity to start fresh. Creating a new

program, launching a membership website with a more

ethical approach, and focusing on his member’s results,

coaching and supporting, and putting less energy into

getting people to join his program resulted in a complete

180 for his business.

At 52, Funk can talk the language these men understand

while educating, coaching, and training through a series of

follow-along workout videos that correspond with each

The Revenue House

As a result of the success and continued growth of Funk

Roberts Fitness Inc. and the results that his members

continue to get, Funk has become their trusted source for all

things male health and fitness.

He has launched a super successful Funk Supplements

line, which is well on its way to becoming another 7-figure

business. And then there's Funk Equipment that offers a

huge lineup of fitness gear, from resistance bands and

rollers, to weighted vests and other strength equipment.

It’s truly an ecosystem that could not thrive if Funk hadn't

turned his attention to helping people get results because

truly, the goal of being a trainer and a coach is to help

people get results. When you can change people’s lives and

give them the results they’re looking for while providing full

support along the way, you will have lifetime fans and a ton

of sustainable revenue.

That’s the Funk Roberts Fitness Inc. way.

@funkrobertsfitness

www.facebook.com/funkroberts

www.over40workoutchallenge.com


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O W T O

H

T A R T S

INVESTING

Starting to invest when you never have is very similar to

going to the gym for the very first time. At first, it’s a little bit

intimidating because you don’t know what any of the

machines are for, how to use them, or how much weight

you can handle. However, after some time passes you get

into a comfortable workout routine and get more familiar

with the weights and movements.

Investing is the same way. At first, you have no idea what

the benefits of different assets are, which ones are best for

you, or how much money to invest. However, over time this

uncertainty fades and you get more comfortable with what

you’re doing.

Here are a few of the basic elements that you need to know

if you want to start investing when you never have.

Risk tolerance


Investing is a constant tug of war between risk and reward.

The more risk that you are willing to take on, the higher your

potential return will be. On the flip side, the less risk you

take, the lower your potential return will be.

For example, cryptocurrencies are considered very risky

because their prices can rise and fall by 10-20% in a day. If

you invest in them then you can make a lot of money in one

day but you can lose money just as quickly. On the other

hand, bonds are considered very safe because their prices

do not fluctuate much. With these, you can expect to never

lose a lot of money but will also never make a lot either.

Time horizon

When you make an investment, you are essentially betting

that an asset will increase in value over time. It’s rare for

anything to dramatically increase in value over time and the

process usually takes months to years. Due to this, you will

usually need to keep your money invested for quite some

time.

The length of time that you are comfortable keeping your

money invested is referred to your time horizon. Usually, the

longer you have money invested the better. This brings us

to our next point.

Play the long game

Since most assets take years to sufficiently grow in value,

it’s almost always best to keep your money invested over

the long term. For example, in the stock market, many

people will completely ignore the day-to-day fluctuations of

stocks and instead focus on a period of months to years.

Diversification

Another key concept to be familiar with when investing is

diversification. Diversification is a way of spreading your risk

around by buying many different assets. By investing in a

number of different assets, you will protect yourself in case

one asset goes south. Diversification is essentially “not

putting all your eggs in one basket”.

Tax planning

When you make a successful investment and sell your

asset at a profit, you will be required to pay taxes on that

gain. Due to this, it is important to take taxes into

consideration when investing in order to pay as little as

possible.

17

PLANNING

STRATEGIES

SEO

Having an effective SEO strategy is vital for reaching new

clients, building brand awareness, and helping you gain

more visibility on the search results. An SEO strategy

entails understanding what your clients

TO

are

GET

searching

MORE

for

CLIENTS

on

the various digital platforms and the content they find

relevant and engaging. Working towards getting to know

what clients need and developing the best SEO strategies

will help you attract new clients, convert more, and increase

sales in your business. Below are some of the basic SEO

strategies to get more client

Create a business profile/ Google my business account

Optimizing your business profile or Google listing is one of

the most effective ways to increase Google search results

and high ranking on Google maps. You need to have a

Google my business account to rank higher and optimize

your Google listing. Once you create and add all the

information required in the Google my business account, all

the information will be automatically added to your business

profile. The information in your business profile will appear

on the Google search knowledge panel, Google maps, and

the Google search local results. Creating a business profile

will help you attract more clients and increase sales in your

business.

facilitate their purchasing decision, thus ultimately helping

you make more sales in your business.


18

Use the right keywords

Finding the right keywords for your website is vital in

attracting more clients, increasing traffic, and ranking your

website higher in the search engines. It would help if you

used keywords that flow naturally in your website. You

should also use alternative keywords or mix and match to

gain more visibility. It’s vital to use keywords that specifically

provide relevant information about your business, brand,

and products or services you offer to clients. It would help if

you also used keyword phrases or long-tail keywords

specific to your product or brand. Using the relevant

keywords will help your clients find your business or

products when searching for something specific and local.

Create high-quality content

Creating unique content while combining it with the right

keywords will help you gain more clients and convert

prospects. Creating quality content on your website is a

great resource you can utilize to reach new potential clients.

When prospective clients search for information about a

product or service, they will come across your high-quality

web pages, blogs or social media post which will answer

their question. A great social media post or blog will

Take advantage of social media

Social media is one of the fastest, reliable, and

comprehensive SEO strategies used today. Many

consumers or clients are turning into social networks to

engage with various brands and businesses. The majority of

people turn to Facebook, TwitTer, and Instagram when

searching for interesting content or looking for a particular

product or service. This shows that social networks provide

an excellent opportunity to attract more clients, reach new

audiences and create a lasting relationship with clients.

Get regular reviews

Getting clients to review your business and the services you

offer is vital in optimizing the search results and attracts

more customers to buy from you. Thus, it’s crucial to ask for

a review after closing a sale and responding to the existing

reviews professionally. It would help if you also addressed

any complaints from the clients calmly, quickly, and

professionally. It’s also important to thank reviewers while

encouraging positive testimonials and reviews from satisfied

customers. It’s always essential to remember to be

professional while engaging with clients online, which will

ultimately improve your brand reputation and credibility.

HOW MANY CLICKS AND HOW MUCH MONEY

ARE YOU LOSING EVERYDAY?


15 19

Grow Your Local Small Business or Online Business with

Fast, Effective Search Engine Optimization (SEO)

Click here to learn more

1 0 1

the crypto exchanges exist to connect multiple exchanges

and offer access to the crypto market and competitive

prices for traders. The exchanges serve brokerage firms

primarily for cryptocurrencies with a transaction fee involved

in buying and selling. An adequate crypto exchange can

play an important role and can make or break the deal.

Some of the best crypto exchanges that offer low fees and

good customer service are the voyager app, Kraken and

Binance.

Voyager connects the individual to more than a dozen

crypto exchanges for 50 plus digital currencies to build a

diverse crypto portfolio without the need for managing

multiple accounts. Even the assets in your Voyager account

can earn an interest of up to 9% APY on stable coins and

6.25% on Bitcoin. Binance, another platform, is a suitable

option for beginners as it has a security Asset Fund for

users to prevent theft of funds. It only charges 0.1% flat

trading fees for most transactions and has a credit card

brokerage service to facilitate purchases further.option for

beginners as it has a security Asset Fund for users to

prevent theft of funds. It only charges 0.1% flat trading fees

for most transactions and has a credit card brokerage

service to facilitate purchases further.

While deciding to choose the cryptocurrency exchange

platform, some benchmarks should be taken into account.


20

17

Cryptocurrency is essentially a digital or virtual currency that

can be used for the purchase of goods & services. The

vision behind their creation is to replace conventional

currencies which are considered by some to have become

redundant in the current era. They are secured by

cryptography, which makes them secure and almost

impossible for fake currencies to be made. Primarily, the

various cryptocurrencies you see in the market are

decentralized networks based on blockchain technology.

The distinctive feature of all cryptocurrencies, in general, is

that they are not issued by any central authority, which

protects them from third-party manipulation.

Furthermore, like other traditional fiat currencies, crypto has

a relative value compared to others and is wildly volatile. As

we can see, during the 12m month period ending on the 1st

May 2021, the value of Bitcoin rocketed roughly from

$9,000 to about $57,000 per BTC. Till now, Bitcoin has

been the most popular and widely acceptable

cryptocurrency and has outperformed more traditional

investments, including gold and S&P 500, over the past few

months. The rapid increase in demand for digital currency

raises questions such as "how to invest in bitcoin?"

Customer service is an essential aspect as transparency

and good communication are vital for success. Other factors

include region covered and security as it is recommended to

choose a platform nearby due to the differences in policies

between different areas. Security is one of the most critical

components as it incorporates the users' personal data,

protection of users' funds, and the number of servers

worldwide. The greater the servers, the lower the probability

of platforming falling prey to an attack.

Cryptocurrencies can also be purchased directly from

individuals who hold them. However, this requires a way to

store the cryptocurrency, which is usually stored in a crypto

wallet- software that keeps the private and public keys that

connect investors to the blockchain where the

cryptocurrency exists. Wallets such as digital or online

wallets enable the investor to access the cryptocurrency on

the blockchain using public and private keys required for

transactions.

While investing in cryptocurrency, another question that

arises is the portion of the portfolio that should be allocated

to the cryptocurrencies. Investors often get gluttonous and

make irrational and unprofitable decisions. Therefore, it is

recommended to invest a tiny portion of the portfolio,

between 5%-10%. Investors need to exercise caution as

there is risk associated with the investment opportunity.

An individual should consider their risk tolerance or

understand their emotional response to financial losses. For

risk-averse people, investing a high proportion in crypto is

not suggested. Nevertheless, proper research and carefully

timing the markets can help in reducing the risk associated

with crypto trading.

Once the portion of the portfolio has been decided, the next

step is to choose the correct currency from thousands of

cryptocurrencies to invest in. To make this choice, it is

imperative to understand the function of cryptocurrencies as

both a medium of exchange and the investment or its valueadded

benefits.

The starting point to make a rational decision would be to

check the market cap and supply limit as they directly

impact crypto’s price. An improvement in the market cap

brings the cryptocurrency into the limelight and makes it

more captivating. Consequently, it drives people to invest in

a particular coin, increasing its demand, as well as price,

and more significant profit for the coin’s developers. For

instance, Bitcoin has a supply of 21 million coins,

respectively. Bitcoin’s scarce supply makes it appealing and

the results can be seen by its exceptional rise in value over

the years. However, in reality, Ethereum has been

undergoing a steady and demonstrated a steeper rise in

price than Bitcoin in the past few months as shown below.

somewhat refined version of HODL (where you average into

and out of positions). Nevertheless, as one progresses in

their crypto journey, they would want to deal efficiently. As a

result, it's understandable for even the most rookie crypto

investor to ease into trading right away. The bottom line is

that HODL might be the best strategy for inexperienced

investors. Still, trading is necessary as it teaches multiple

skills that ensure that the investor finds success with both

short and long-term investments. Trading is a slightly

nuanced strategy as it accounts for the reality of things, i.e.,

crypto market into a bull market. Hence, the better option is

to balance crypto that you want to hold and trade.

The advancement in the crypto world is accompanied by

new and innovative incidents in crimes, frauds, and scams,

bringing into question "how to avoid scammers." Increasing

awareness discussing various scams always equips the

investor to identify scams and protect themselves from

them.

One of the most common scams is the Pyramid scheme

(Ponzi), where scammers develop a foolproof investment

scheme. In cryptocurrencies, these scammers work by

decorating their crypto token to look like it has excellent

potential and provides the best value for money. They aim

to attract and succeed in getting novice investors who are

chasing quick money. Once they've gotten their hands on

these investors, they utilize them to entice their families and

friends to join them in the investment game in exchange for

a reward. In cryptocurrency, this usually entails receiving

extra coins of the same token they have already invested in

as a reward. With more money coming in from new

investors, the older investors, or the original investors in the

program, who brought the people in, get paid a nominal

commission. These compensated investors begin to

promote the system's validity to others, which develops faith

in the system.


21

The graphs depict other factors besides supply, such as

contracts or changes in gas prices that have contributed to

differences in price. Therefore, other estimators, including

value-added services, hype, prospects, news, and the

moves by the company behind the token, should also be

given importance.

Another common question that new investors often ask is

whether to buy and hold cryptocurrency or trade and grow

their crypto holdings. Both have their perks, pitfalls, and

execution methods. For instance, HODL is simple, grants

greater reward, offers tax relaxation but has logistical

issues. Whereas trading is more complex, has more pitfalls,

but, if applied correctly, will outpace a HODL. Provided this,

we can say that the most beginner-friendly technique is a

Let's look at an example to understand this better. The

scammer receives $100 from Investor A. Then, when

investor A brings in another investor, investor B, the

process repeats. The scammer offers the investor $30

worth of cryptocurrency and a $20 return on investment. As

a result, the scammer earns $50 at the end of the day. This

gradually turns into a cycle, with each individual bringing

additional others into the scheme. One day, the fraudster

departs with the money, and it turns out the coin has no

actual value.

Another type of scam is fake bitcoin exchanges, where

some of the cryptos exchanges are scams and fake. The

exchange either ceases to exist or refuses to enable the

investors to withdraw their funds after a while. One of the

most devious Bitcoin frauds was discovered in 2017 by

South Korean financial authorities and the local Bitcoin

community: a fake exchange named BitKRX. Therefore, it is

vital to invest in verified and trusted exchanges only.

Recently, scammers have been using viruses and malware

to send emails and place links on different social media

platforms and websites. When the user clicks on the link,

the scammers hack the user's internet and access the

crypto wallet. Due to this risk, even big exchanges like

Binance recommend utilizing Trust Wallet to store your

crypto tokens because exchanges are not secure. You

should always be careful surfing the internet, especially on

the device you use for your crypto transactions. As hacking

directly into your crypto wallet is an arduous job, these

scammers make use of scammers to find devious methods

to steal your funds. A solution to this is the use of Twofactor

authentication, which can be a protective shield for

crypto-wallets. Thus, to avoid scams, the investors need to

be smart, do proper research, make informed and your own

decisions.

Cryptocurrencies are undoubtedly a revolution in the

financial world, but you must do your research before

investing in this digital asset by properly analyzing the pros

and cons of this technology. Essentially, the investment is

similar to other high-risk, high-reward investments. This

means whether or not you should be investing in it depends

on your risk profile and your investment goal. A good rule of

thumb is to only invest the amount you do not need to meet

your expenses, that gives you the capacity to wait out the

periods of bear markets and eventually come out on top.

Good luck!


22

Click here to learn more

WHY YOUR

MATTERS

Mental Fitness


23

Physical fitness needs a lot of attention, and good health. A

healthy body can stop situations like heart problems and

diabetes and help you to maintain your independence as

you get older.

Mental fitness is as important for a healthy body as physical

fitness, and shouldn’t be ignored. Adding mental dexterity

exercises into your daily exercise routine can aid you to

earn the benefits of a sharper mind and healthier life for

years to come.

Mental fitness means keeping your mind in a healthy state

and emotional health in tip-top shape. But it does not refer

to the training of the brain for “brain Olympics” or acing an

IQ test. It denotes a list of exercises that help your body to:

slow down

decompress

boost a flagging memory

Mind and Body Connection

It is obvious that the more you help your body, the more you

help your mind to remain healthy and fresh. Physical activity

helps to increase the flow of oxygen to your brain. It also

triggers more amounts of endorphins, the “feel-good”

chemicals, in your brain. Due to this reason, it’s not a

wonder that people who are in good physical shape also

tend to enjoy a higher level of mental agility.

Engaging yourself in an energetic physical workout can help

you to fight your depression and gain a more positive

outlook on life. It is also the best way to fight stress, which

can damage you mentally as well as physically.

Mental exercise has a lot of benefits. According to research,

many memory training exercises can enhance “fluid

intelligence,” the ability to reason and solve new difficulties.

While exercise is a good diet for your brain and the body, so

is meditation. Meditation, in combination with other

methods, is an alternative way to beat your depression.

Calming your mind allows you to solve your problem in a

more relaxed way.

Benefits of Mental Fitness

When you go to your bed after a stressful day, your body

begins to relax. But it does not mean that the mind always

follows your body.

Visualization can help to overcome your stress. You can

enjoy a sense of peacefulness through imagery, the method

of picturing a tranquil scene or location that will calm your

mind. This method can decrease the tension in both your

body and your mind by challenging the neurons in the less

dominant area of your brain.

The less dominant side of your brain is the part that controls

feelings of self-confidence, hopefulness, and optimism.

When you begin to think about the things other than you

daily, you increase activity in the neural structures of that

area of your brain.

Eventually, visualization can boost your emotional wellbeing

and calm down your mind as well.

Become mentally fit:

Keeping your mental health fit is not a great job or a difficult

task to do but it is a very good analogy to do. You can add

some mental exercises to your daily routines, such as:

Reading

Daydreaming

Finding humor in your life

You might try these mental health exercises daily to

increase your mental fitness.

Stop multitasking:

You may think that multitasking allows you to get more

things done in a short period of time, but it actually makes

more difficulties than it solves. Concentrating on one task at

a time will improve your attention, focus on your work and

concentration and help you to become more productive.

Try something new and different:

New experiences can also lead you on the path of mental

fitness. You can target new approaches into your daily

routine in many ways:

Try to cook some new foods.

Try new ways to manage your daily routine.

Travel to some new places you want to explore.

Explore a new way to work or the grocery store.

According to research, it has been identified that keeping

your brain active increases its vitality. Doing some new

things in a different manner appears to help retain brain

cells and connections. It also produces new brain cells. In

addition, breaking out of your routine can help keep your

brain stay healthy and fresh.

Playing games:

Games that include testing and reasoning and involving

other portions of your brain are fun ways to keep your mind

sharp and healthy. These include the following games:

Crossword puzzles

Board games

Sudoku

Games are a great method to sharpen your brain muscle.

Even fast-paced action video games may increase your

ability to learn new tasks, according to a new study. The

study found tentative evidence that video games may boost

your attention span, reaction time, and task-switching

ability. You may include other games that include the

following things to your video games

logic

reasoning

trivia


24

Be positive with yourself:

Positive affirmation is one of the avenues to increased

mental ability.

Affirmation, or talking with you in a positive way, involves

strengthening neural pathways to get your self-confidence,

well-being, and satisfaction to a higher level.

To begin, make a list of all the good qualities. Remind

yourself that everyone has flaws; you don’t have to be

perfect and it is totally ok. Set goals for what you want to

improve and start with the small tasks to avoid becoming

overwhelmed and depressed.

Increasing the habit of reading:

Reading is great fun for your brain. Even if you are reading

this sentence, your brain is processing each and every

word, recalling the meaning instantly.

Beyond the mechanics, reading helps you visualize the

subject, matter, and characters on the pages before you,

and imagine what voices sound like in the written story. This

can also be a great relaxation method for your brain.

Reading is a great activity for your mind because it can

evoke imagination and ignite so many different areas of the

brain. There are different genres and types of reading

stories.

Take the time:

Mental fitness doesn’t mean that you have to invest a lot of

your time. Spending a few minutes on it every day can help

you feel better and to sharpen your mind. It will help you to

think clearly. Keep in your mind that relaxation and

visualization are just as important in a mental workout as

the more energetic activities, such as memory exercises or

game-playing. Try adding one or two activities at a time to

your mental workout, like:

Relaxing

Visualizing

Affirming

Memory exercises

Game-playing


25


26

train? That’s 50 sessions a week! And that’s if every one of

them shows up!

You will need to work very hard and very smart. If you don’t

take the time to both plan and to figure out what you have to

do to earn what you need, you may receive a lot less than

you want. Make a pact with yourself to plan your work and

work your plan. Make a plan, and act on it.

Now that you have a vision, a purpose and a plan,

what’s next?

There is no way to eliminate all risks associated with

starting your own fitness practice but you can improve your

chances for success with a vision, proper planning and

good preparation.

Start by evaluating your strengths and weaknesses as a

potential fitness instructor, employee, or small business

owner. Consider the following questions:


28

be a road map outlining where you are going and how you

plan to get there. Whether you plan on working in a health

club or want to train people on your own, successful fitness

professionals know what they want and have a plan for

getting there. Some questions to consider as you develop

your plan are:

What are your financial goals? How much money do

you want and expect to make?

Do you have any additional tools available to help

achieve your financial goals?

What is your timeline for achieving those financial

goals? Is it realistic?

How many clients do you need to train each week to get

there?

Does your club have a minimum number of clients you

need to train to keep your job?

If you plan on training people outside of a club or want to

open your own gym, how many clients or members do you

need to attract and retain to break even? Have you

accounted for no-shows and cancellations? Break-even

numbers give us a good place to start, however, very few

small businesses can operate for extended periods of time

on break-even numbers. Consider that element when you

outline your goals.

Let’s say you want to make $50,000 your first year as a

personal fitness trainer while working for a gym, and you

start out at $20/session. $50,000 a year equates to about

$1000/week and $4000/month. If you want to make $1000/

week at $20/session, how many clients will you need to

Are you self-motivated?

It is up to you to develop your client base, organize your

time and follow through on all facets of your fitness practice.

This includes:

Getting new clients

Creating plans for their success

Filing all necessary paperwork

Billing for your time

Following up with clients between sessions

Marketing and advertising to attract new clients

Attending networking mixers where you will meet

potential clients

“Working” the gym floor

Staying fit

How well do you relate to different personality types?

Fitness professionals need to develop working relationships

with many different people. Some people will help you grow

your fitness practice, while others may try to undermine

your efforts. Ask yourself if you can professionally handle a

demanding/flaky client or a negative/unsupportive manager

if the success of your fitness practice/vision depends on

those people?

How well do you make decisions? What’s involved in

that process for you?

While a career in the fitness industry can be exciting, it

requires a lot of hard work. Can you work 7, 8, 12 or even

15-hour workdays? This includes the time that you spend

training your clients, developing new relationships and filing

paperwork. This is also typical for a Certified Personal

Fitness Trainer who is building their business.

You cannot expect to “take off” if you have not developed

enough speed to get off the ground. The power and effort

needed to fly an airplane are minimal once it has lifted off

the runway. The power and effort needed to get off the

ground is enormous. Building your business is no different.

If you have laid the groundwork and worked your “tail” off,

you will get off the ground, and you will be able to succeed

with less long-term effort. But first, you must get off the

ground.

How well do you plan and execute your ideas?

Poor planning is one of the main reasons why business

practices fail. Organizing your time, client records,

managing your client base and having a clear direction for

getting new clients, will help you overcome many obstacles

in your fitness practice. You must take time at the beginning

and end of each day to go over your plan. The best Certified

Personal Fitness Trainers have a plan, know it well, and

adjust their plan when necessary. They may change their

daily, weekly or monthly plan, but they never work without

one.

Are you driven to succeed?

Managing a fitness practice can be physically and

emotionally demanding. Some fitness professionals burn

out quickly because they literally feel like “the weight of the

world is on their shoulders.” If you are driven to succeed in

your fitness practice and you truly want to help your clients

achieve their goals, you will overcome those challenging

times when you are on the brink of throwing in the towel.

Playing to Your Strengths

OK, now what? You’ve identified your strengths and

weaknesses. How will that knowledge help you develop and

expand your client list?

Playing to your strengths involves developing your “story” or

“elevator pitch.” If you were standing next to someone in an

elevator and they asked you what you do for a living, you

would have the remainder of the elevator ride to tell that

person your story. Develop your pitch now. It may change,

but you must develop one. Test it out on your friends,

family, and other personal fitness trainers and ask for

honest feedback. Were they sold on you?

When you approach potential clients you need to be ready

to tell them a quick, yet interesting story about what or why

you do what you do. This is your chance to stand out from

the rest of the trainers at your gym.

You will need to give your “elevator pitch” many “ times

before it will feel natural. Like anything, practice makes

perfect. The more people you talk to, the more comfortable

you’ll be.

Take Your Strengths and Start Talking

Here’s the hard reality. You won’t build your fitness

business overnight. Unless you are Bill Gates and you are

making a career move, it’s a tough bet to assume you’ll

have your time slots filled in the first few days of your

business. Building a fitness practice is a process that

requires discipline, focus and mental stamina.

How will your fitness practice affect your personal life?


The first several months of any new career, business or

practice can present some challenges in your personal life.

It’s important that your friends and family know what you are

trying to accomplish so they can support you during this

temporary phase in your life. You may need to take a pay

cut for the first several months until you develop your fitness

practice and find yourself having to spend less time on new

client development.

It all points back to your vision, purpose, and plan. Until you

achieve the success you deserve, you may need to make

some adjustments to your spending habits in order to

achieve your short-term goals. There is no surer way to

sabotage yourself than to spend more than what you have.

29


30

WHY MEN AND WOMEN STORE

It is well established that women tend to have a higher % of

body fat than men. Men and women also differ where their

body fat is stored. Differences in hormones, hormone

receptors, and enzymes play a contributing role in this

process. Before going on to discuss the different types of

hormones, the question of how fat is metabolized in both

genders must be addressed.

Fundamentally, lipoprotein lipase acts upon the triglycerides

within the lipoproteins in the blood, and these lipoproteins

are vehicles that carry cholesterol and triglycerides for fat

storage. Triglycerides are then broken down into free fatty

AND BURN FAT DIFFERENTLY

Fat Metabolism and Fat Mobilization

Fat mobilization is a process of releasing fats from storage

sites within the body. ‘Fat metabolism’ is the method of how

the body breaks down the fats so that they can be used as

a fuel source. Hormone-sensitive lipase (HSL) and

lipoprotein lipase (LPL) are the two hormones that the body

uses to regulate the mobilization of free fatty acids.

Hormone-sensitive lipase is located within the actual fat

cells and it releases fat due to the signaling of cyclic AMP

(cyclic adenosine monophosphate is a second messenger

that is used for intracellular signaling, and it helps to transfer

hormones that couldn’t pass through the cell membrane).

This is impacted by the activity hormone receptors in the fat

cells called the ‘adrenergic receptors’. When HSL is

secreted it helps to breakdown triglycerides in the adipose

tissue into 3 free fatty acids and one glycerol. This

mechanism of breaking down the triglycerides into fatty

acids and glycerol is called ‘lipolysis’.

When the free fatty acids are in the bloodstream, they

attach themselves to ‘albumin’ which is the main vehicle

that the FFAs use to travel. Once the free fatty acids arrive

at the muscle cells, they are transported into the cells via

the following 3 transporters:

1. Fatty acid-binding proteins

2. Fatty acid translocase

3. Fatty acid transport proteins


31

The 3 protein transporters then carry the FFAs across the

muscle cells membrane and into the mitochondria to be

oxidized. The additional glycerol molecule that is created

during lipolysis is either oxidized in the liver and/or used in

the breakdown of glucose and/or to create more

triglycerides.

Lipoprotein lipase is located in the blood vessel walls of the

circulatory system in adipose tissue and within the liver.


32

acids and used as fuel or stored in the liver as

resynthesized triglycerides. Lipoprotein lipase controls the

amount of fat that is stored in sites around the body.

The catecholamines which are secreted by the SNS are the

primary catalysts for lipolysis. They bind to the adipocytes

and muscle cells and can either block or activate hormonesensitive

lipase.

Catecholamines have 2 main types of receptors and often

these receptors can be found in the same cells:

Alpha receptors – these inhibit lipolysis (A = anti burn)

and they decrease blood flow to a specific area.

Beta receptors – these help to active lipolysis (B= burn)

and they increase blood flow to a specific area.

The receptor available and its sensitivity or resistance to the

catecholamine will determine the overall response of

hormone-sensitive lipase within the cells. In addition, the

higher the amount of alpha or beta receptors within the cells

will determine the response of the hormone-sensitive lipase.

For example, abdominal adipocytes are more sensitive to

beta-receptor stimulation by the catecholamine compared to

the hip/thigh in both genders. Therefore, abdominal fat is

easier to mobilize than hip/thigh fat in women, as they have

an increased number of alpha receptors in the thigh/hip

area.

This is the main rationale why women tend to store fat in the

fat/thigh area (pre-menopausal); combined with differences

in the type and number of fat cells in the lower body region.

Hence, this could be a leading factor in the fat distribution

differences between both sexes. Another mechanism

associated with fat distribution differences between both

genders is the amount of lipoprotein lipase in various cells.

Women tend to have increased levels of lipoprotein lipase

within the hip/thigh area in comparison to the abdominal

region. In addition, women’s lower body subcutaneous fat

has a higher amount of estrogen receptors which makes it

very stubborn to burn.

In terms of the fat-burning hierarchy, the thyroid and adrenal

catecholamine are much higher than estrogen and

progesterone. Wilmore and Costill(2010) postulated that

women have 10 times more alpha receptor cells than men,

and the hormone estrogen increases the number and

activity of the alpha receptor cells. In addition, a female’s

subcutaneous fat has more alpha cells when compared to

males, and this may be a key rationale why it’s difficult to

shift the fat in the hip, thigh regions, and lower belly regions

for women compared to men. Men do, however, have a

higher saturation of alpha cells in the belly area compared

to women.

Nevertheless, from the research gathered, there are some

generalities that can be made in terms of body shape,

gender, and fat distribution. They are as follows:

Increased insulin and cortisol seem to correlate with fat

storage around the middle of the body.

Fat storage in the lower body may be linked to lower

levels of insulin and cortisol, accompanied by higher

levels of estrogen and progesterone.

Subcutaneous fat at the back of the arms and legs

could signal a reduction in HGH and/or testosterone and

an increase in estrogen.

Subcutaneous fat storage in the hips and breasts may

be influenced by estrogen and/or progesterone.

Although it is not as cut and dry as described above;

hormones not only inform the body how to use the fuel but

behave differently depending on their ratios with other

hormones. A good example of this is the ratio of insulin to

catecholamine which is a major factor in fat storage. In

addition, if insulin and catecholamine are both high, fat

storage is reduced. The rise in insulin is unopposed by the

catecholamine and fat storage is increased because insulin

increases LPL activity and suppresses HSL activity. Insulin

impairs the normal function of beta receptors, which is

another form of blocking HSL.

With the fat-burning potential of the catecholamine being

absent, the fat storage of insulin is increased. In addition,

the catecholamine can speed up fat release when they bind

to the beta receptors which would increase the HSL activity.

On the other hand, they can slow down fat metabolism

when they combine with the alpha receptors. This is one of

the main reasons that stubborn fat, which has a higher

number of alpha receptors, is harder to shift. Another key

point to remember is that the alpha receptors reduce blood

flow to the areas that are holding onto the subcutaneous fat.

This will reduce the body’s fat mobilization potential.

Also, GLUT4 is an important hormone transporter. GLUT4

is found in muscle and adipose tissue. It is transported to

the plasma membrane as a result of the increased levels of

insulin. This helps to move the glucose into the cells,

readying them to be broken down and used as a prime

energy source. Prolonged levels of insulin and cortisol

inhibit GLUT 4 gene transcription and this can result in the

reduction of glucose entering into the muscle.

Subsequently, the blood glucose in the body is then stored

as fat; which is not very good news for an athlete. Although,

labeling points on the body with a particular hormone may

not the wisest approach.

For example, testosterone reduces levels of belly fat in men

and when too high, can increase belly fat in women. In

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addition, when female bodybuilders take anabolic steroids,

their breasts become pectoral muscles and their arms and

legs get more muscle mass. This has to do with

testosterone’s relationship with estrogen and progesterone

and not just testosterone as an independent factor. Insulin

and cortisol, however, have a far greater impact on fat

metabolism than estrogen and progesterone.

Some simple advice for controlling estrogen levels and

weight loss:

Control carb intake, as a high-carb diet, will wash away

any benefits of estrogen.

Time the eating and training cycle with the client’s

menstrual cycle.

Monitor the amount of animal and plant-based estrogen

that is being consumed (e.g. dairy, fatty meats, etc.).

Watch the body’s exposure to environmental estrogen

through plastic, pesticides, cosmetics, and caffeine

androgenic fat burners – they are steroid-free.

The Thyroid and Fat Metabolism

The thyroid gland is the only endocrine gland that stores its

secretory product in large quantities. The thyroid hormones

are called thyroxine T4 and triiodothyronine T3. The

difference between the two hormones is the number of

iodine modules that each has (i.e. T3= 3 iodine molecules

and T4=4 iodine molecules). In essence, T3 and T4 are

synthesized by attaching iodines to the amino acid tyrosine

which is stored and then secreted into the blood. This is

stimulated by the presence of TSH and T4 is normally

secreted in greater quantities than T3. It should be noted

that T3 is several times more powerful than T4 and when T3

circulates in the bloodstream and enters the cells, much of

the T4 is converted into T3 by removing one molecule of

iodine. T3 is definitely the more active between the two

hormones.


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Do Not Forget about Testosterone

Fat cells are richly saturated with androgen receptors.

Adipose tissue is the key target for testosterone. One of the

main roles of testosterone is to augment the density of the

beta receptors, and as mentioned previously, they are

controlled by catecholamine. If testosterone binds to the

adipose cells, it will indirectly burn fat. If the beta receptors

are boosted, it takes less catecholamine to burn the fat via

lipolysis.

In biochemical terms, the androstenedione enhances fat

sensitivity during lipolysis and some of the androstenedione

in the bloodstream is converted into testosterone within the

adipose tissue. The sensitizing makeup of testosterone is

backed up by the presence of the growth hormone. There is

a very clear pathway and the relationship between the

catecholamine and HGH in upregulating the beta receptors.

Testosterone can be a catalyst for the release of HGH, and

both hormones have the same metabolic reactions in

creating muscle anabolism. Also, testosterone can block fat

uptake in the adipose cells. This mechanism can stop fat

storage and the catecholamine can only prevent fat release

by blocking the fat from entering the cells.

The mitochondria in the cells have testosterone binding

sites and these increase the speed at which the fat enters

the cells. Again this is controlled by the catecholamine and

the rate of entry will determine the amount of fat that is

burnt. The higher the increased rate of entry into the

mitochondria, the higher the fat-burning potential. The

enhanced rate of fat oxidation caused by the catecholamine

is very useful, especially during the cutting phase of precompetition.

This is the main rationale why competitors use

The thyroid hormones increase BMR by stimulating the

cellular use of ATP. They play a vital role in

thermoregulation of the body and in the following metabolic

processes:

They stimulate protein synthesis.

They increase lipolysis.

They enhance cholesterol excretion in the bile.

They improve the use of glucose for ATP production.

They enhance the actions of the catecholamine

because they regulate the beta receptors and block the

activity of the alpha receptors.

The activity and size of the thyroid are controlled in two

ways:

1. By the level of iodine in the thyroid gland.

2. By a negative feedback loop that involves the

hypothalamus and the anterior pituitary.

High levels of iodine can suppress the thyroid gland in

females have larger thyroid glands than males; as high

levels of estrogen can hinder thyroid function. Low levels of

T3 stimulate the hypothalamus to secrete TRH and the

anterior pituitary to secrete TSH. TRH also informs the

anterior pituitary to secrete TSH.

At this point, TSH stimulates all of the thyroid gland activity.

The thyroid gland releases T3 and T4 until the metabolic

rate returns to normal. It is this negative feedback loop that

increases fat metabolism by increasing the use of ATP and

energy demand. In addition, the thyroid hormones increase

beta-receptor activity and work in opposition to estrogen,

making subcutaneous fat less stubborn to burn.

Other factors that affect thyroid function:

Cortisol is required to sensitize the thyroid receptors.

However, too much or too little cortisol reduces thyroid

activity.

Too much or too little iodine can affect thyroid function.

Progesterone aids thyroid function by helping the

receptors and having the active conversion of the

thyroid hormones.

Excessive caffeine can cause issues with the thyroid,

due to its increase in cortisol levels.

Vitamin D deficiency can cause issues with the thyroid.


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36

CHOREOGRAPHY

PLANNING

PLANNING

How Do you Develop Group Fitness Choreography?

Freestyle Method


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Delivering the result in an organized method is essential.

You need to have a plan and a way to get there. There are

a few different ways to arrive at your result. Start with the

easiest way for yourself. After gaining experience in the

field, you’ll find different ways to deliver the same material.

Two methods, established by Dr. Lorna Francis, that are

very standard are the Structured Method and the

Freestyle Method.

Structured Method

Dr. Lorna Francis defines the Structured Method as

“movements that are formally arranged and repeated in a

predetermined order and usually performed to the same

piece of music each time the routine is used.” From Judi

Sheppard Missett from Jazzercise to Les Mills, this style is

predetermined and memorized by the instructor.

Some instructors feel more comfortable with this method

because they can trust a team of professionals to find good

music and apply safe and effective moves to the music.

Instructors know which moves are performed on which

phrases of the music, provided they’re good at

memorization. This style is less favorable among creative

types who enjoy new choreography frequently.

The Freestyle Method gives an instructor more freedom to

create and play with new moves. Freestyling involves

movements that are built and sequenced by the instructor

during the class, layering as they go. These movements can

be sequenced either by using linear progressions or by

placing movements into patterns or combinations. Linear

movements are easier for instructors to use in the beginning

because the movement develops from the prior movement.

A great drill for this is the “Follow Me Method” and “Only

change one thing at a time.” Candice Copeland Brooks

would use these types of drills to teach instructors. One

instructor to be would start at the front of the room and start

with a march. The instructor would add arms, and then

change the arms gradually. Changes need to be

progressive and not abrupt so a front raise might turn into

bicep curls. The only two rules of these drills would be:

1. Only change one thing at a time.

2. Gradually change the movement.

Being a great leader is very important. Your students will

feel so much more successful if they can follow along with

you. Also, avoid TMI (Too Much Information). Keep your

cueing short and sweet. Only cue when a change is coming

up or to give some encouragement or motivation.

Teaching Choreography

There are quite a few ways to teach choreography. One

way is to teach a movement, for example, step heel in front

and repeat. Then add step toe back and repeat. With no

arms added yet, put these two movements together.

After the students get the leg movement, add in the arms.

Part A would be the “step heel in front” and Part B would be

the “step toe back”.

This is a very basic combination. You could add to the

combination by adding Part C and D. If you taught a

grapevine for Part C and step touch for Part D and put

those two movements together for another small

combination. Then, you can place A and B with C and D.

Elements of Variation

Elements of Variation was a term coined by Candice

Copeland Brooks in 1987. To change the look and feel of a

movement, Candice described five elements of variation

(lever, planar, directional, rhythmic, and intensity). Starting

with a base movement we can vary that movement in a few

different ways.

For example, if you started with both arms moving straight

forward you could change the straight arms into bicep curls,

or change the arms to the side with bent elbows and then

straight arms. You could also speed up the arm movement

or slow it down. You could change both arms at the same

time to one arm at a time.

Using this idea, there is a drill to do which I call, “One thing

at a time”. Stand in front of the mirror and start with a

march. Then add arms and continue to change just “One

thing at a time”. This is a great drill for those who are just

starting to teach. It also gives instructors a way to think

about progressions in a logical method.

Try it with yourself and then with a buddy. Use all the

elements of variation. This is a great way to keep transitions

smooth and to have your students follow along.


Getting Started

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segment (low-high), sculpting, bodyweight exercises,

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stretch with our Group Exercise Instructor.

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39

IMPROVING YOUR CONFIDENCE

FOR BETTER SUCCESS IN BUSINESS

People always wonder about the reasons and factors that

lead to success in business. Among the many different

factors that lead to success, is a factor that is perhaps

overlooked by most entrepreneurs and businesspersons,

and that factor is confidence.

If you take a look at some of the most successful

entrepreneurs such as Steve Jobs, Elon Musk, and many

others, you will see that there is one factor that all of them

have in common, and that is a high level of confidence. If an

entrepreneur is not confident, it can lead to so many missed

opportunities and other issues that can bring a business

down. A high level of confidence is what sets successful

entrepreneurs apart from unsuccessful ones. But the

problem is that not all entrepreneurs and business owners

are born with high confidence levels. So, it means that steps

must be taken to improve the confidence levels in every

way possible for better success in business. It is true that a

business is as successful as its owner makes it to be.


40

What Confidence Really Is

Confidence basically means being sure of your own abilities

and skills and feeling secure about yourself, rather than

insecure when around and among other people. Confidence

means being at peace with yourself in terms of what you are

and what you are capable of. Confidence is the key to

success in the business world and every business owner

must possess high levels of confidence to truly succeed in

business.

How You Can Improve Your Confidence

For Success In Business

The good news is that confidence can always be improved

by taking the right steps and applying the right tactics. The

most successful business owners believe in themselves and

they also believe in what they are doing, and this is known

as confidence. If you focus on the following things, you will

be able to improve your confidence and it will ultimately lead

towards more success in business.

Get Comfortable Saying “No.”

One of the worst things that a business owner can do is to

say yes to everything. When you say yes to everything, it

leads to a feeling of insecurity and it also leads towards a

burn out at some point. In order to truly value your time and

your skills, you need to be able to say no to people. Only

when you do this, will you be able to improve your

confidence. The best entrepreneurs of the world are well

known to value the importance of saying no. When you are

able to say no, it means that you are well aware of your

skills, talent, and your abilities, which means that you are

confident!

Dress Well!

It is true that when you feel good about yourself, you are

more confident. So, one of the simplest and the most

effective ways of feeling good about yourself is to always

dress well! When you look good, you feel good about

yourself and this allows you to be more confident! Being

more confident can be as simple as dressing well. So, make

sure that whatever you do, and wherever you are, you

always dress well and look your best.

Accept Your Shortcomings

You can’t be good at everything in life and that is a fact.

There will always be things that you won’t be good at. The

whole point of being a confident human being is to truly

accept your shortcomings and accepting yourself as you are

and being aware of the things that you are good at. So,

accept your shortcomings in order to truly become

comfortable with yourself and you will see a boost in your

confidence!

Celebrate Your Wins!

A major mistake that people make is setting goals that are

too big and this leads to a feeling of not being successful

enough when those goals are not achieved at once. And

such a feeling leads to less confidence and ultimately

affects the success of the business in the long run. What

you should be doing is to set small goals for yourself and

when you achieve them, you should celebrate them to feel a

sense of accomplishment. This will not only motivate you to

do more but will improve your confidence level a lot!

Positivity Matters A lot

In business, things can look very uncertain and risky. And

this can lead to a lot of negative feelings which lower the

confidence levels. You need to make sure that you stay

away from such negative thoughts and focus on the

positivity to make sure that you stay motivated and happy.

Positivity will always lead to more confidence and more

success in business. So, don’t focus on what could go

wrong in business but instead focus on the positive side of

things if you want to be more successful in your business.

Keep Learning

One of the best ways that you can feel more confident

about yourself is to keep learning more. Learning has an

extreme effect on confidence levels. When you learn more,

you know more and when you know more, you feel

confident about yourself! So, all the entrepreneurs and

business owners should strive to keep learning regularly

about anything and it will surely lead to more confidence

and more success in business.

Work on Your Communication Skills

Most of the times, business owners and entrepreneurs are

confident but they just lack the communication skills that

can allow them to show that confidence. Improving your

communication skills will allow you to be able to present

yourself and connect with others in a good way. Once your

communication skills are good, you will feel more confident

and this will lead to more success in business.

Why Business Owners Need To Be

Confident


Business owners are required to believe in what they are

doing. If they do not truly believe in themselves, they can’t

be good at what they are doing. To succeed in business,

business owners and entrepreneurs need to display

confidence not only in themselves but also in what they do.

Business owners can miss out on my opportunities due to a

lack of confidence. And therefore, it is necessary that all

business owners and entrepreneurs should have high levels

of confidence if they want to be successful and set

themselves apart from others.

41

So, focus on your confidence and you will see success in

your business.


42

10 STRATEGIES FOR IMPROVING

tease and challenge your brain. Suduko, crosswords and

electronic games can all improve your brain’s speed and

BRAIN HEALTH

memory. These games rely on logic, word skills, math and

more.

2. Meditation

Meditation is a powerful practice that can change your

brain, improve your life, and the enhance the quality of your

life. Daily meditation is perhaps the single greatest thing you

can do for your mind/body health. Meditation not only

relaxes you, it gives your brain a workout. By creating a

different mental state, you engage your brain in new and

interesting ways while increasing your brain fitness.2

What is Brain Fitness?

3. Eat for Your Brain

Although there are very few medication drugs that help

improve brain health, there are numerous lifestyle changes,

food items, and nutrients that can help improve cognition,

neuroplasticity, and thus help avert the development of

brain diseases. Below are some of the foods to include in

your daily diet.


43

We often hear the phrase “use it or lose it” in reference to

brain fitness. With the growing awareness of Alzheimer’s

disease and related dementias, there is a greater concern

for maintaining brain function and avoiding disease.

Brain Fitness is the state of brain health and mental wellbeing

that makes you “fit” for life and work demands. It’s a

fundamental measure of the brain’s ability to function

efficiently and effectively during work and leisure activities,

to be healthy, to resist disease.

Brain fitness can be protected and nurtured by lifestyle, by

formal education, by being actively mentally engaged in life,

and by targeted practices designed to challenge important

mental skills.

Healthy lifestyle habits including mental stimulation,

physical exercise, good nutrition, stress management,

and sleep can improve brain fitness. On the other hand,

chronic stress, anxiety, depression, aging, decreasing

estrogen, excess oxytocin, and prolonged cortisol can

decrease brain fitness as well as general health.

How to Improve Your Brain Fitness

1. Play Games

Brain fitness programs and games are a wonderful way to

Your brain needs you to eat healthy fats. Focus on fish oils

from wild salmon, nuts such as walnuts, seeds such as

flaxseed, and olive oil. Eat more of these foods and less

saturated fats. Eliminate trans fats completely from your

diet.

4. Tell Good Stories

Stories are a way that we solidify memories, interpret

events, and share moments. Practice telling your stories,

both new and old, so that they are interesting, compelling,

and fun. Some basic storytelling techniques will go a long

way in keeping people’s interest both in you and in what you

have to say.

5. Turn Off Your Television

The average person watches more than four hours of

television every day. Television can stand in the way of

relationships, life, and more. Turn off your TV and spend

more time living and exercising your mind and body.

6. Exercise Your Body to Exercise Your Brain

Numerous studies have shown that regular physical activity

is associated with better mental health, including a reduced

risk or incidence of dementia, reduced feelings of anxiety

and depression, improved cognitive function, improved

quality of life, improved sleep. Physical exercise is great

brain exercise too. By moving your body, your brain has to

learn new muscle skills, estimate distance, and practice

balance. Choose a variety of exercises to challenge your

brain.

7. Read Something New

Books are portable, free from libraries and filled with infinite

interesting characters, information, and facts. Branch out

from familiar reading topics. If you usually read history

books, try a contemporary novel. Read foreign authors, the

classics, and random books. Not only will your brain get a

workout by imagining different time periods, cultures, and

peoples, you will also have interesting stories to tell about

your reading, what it makes you think of and the

connections you draw between modern life and the words.

8. Learn a New Skill

Learning a new skill works in multiple areas of the brain.

Your memory comes into play, you learn new movements

and you associate things differently. Reading Shakespeare,

learning to cook, and building an airplane out of toothpicks

all will challenge your brain and give you something to think

about.

9. Make Simple Changes

We love our routines. We have hobbies and pastimes that

we could do for hours on end. But the more something is

‘second nature,’ the less our brains have to work to do it. To

really help your brain stay young, challenge it. Change

routes to the grocery store, use your opposite hand to open

doors, and eat dessert first. All this will force your brain to

wake up from habits and pay attention again.

10. Enroll in a Brain Fitness Course

Brain training is becoming a trend. A well-functioning brain

creates more opportunities for success in each aspect of

life. You can now dramatically expand your knowledge of

brain optimization through proper training, sleep, nutrition,

neuro-conditioning and flow state. Start your career a

Certified Brain Fitness Coach.


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Personal Trainer Magazine ISSUE 13

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