What I Hate (And Love) About the Fitness Industry

I’ve been in the fitness industry for a long time.

I’ve been here long enough to see trends come and go.
I’ve been here long enough to see what actually works.
And I’ve been here long enough to know what drives me crazy — and what makes me genuinely optimistic.

Let’s talk about both!

What I Hate About the Fitness Industry

1 – “The First Rule of CrossFit is That You Always Talk About CrossFit”

People say this like it’s a bad thing. But let me ask you something: if you were doing something that made you healthier, fitter, more energetic, and better able to engage with your family and friends…

…why the heck wouldn’t you talk about it?!

I want my family and friends to be around for a long time.
And I want them to be able to do what they want to do for that same amount of time.

It’s also important to me to surround myself with people in the same headspace. I figure (as the saying goes) that a rising tide raises all ships.

That’s not cult behavior.
That’s caring.

And even if it was cult behavior, wouldn’t I want to be in that cult?!

2 – Glorying PR Culture

“Rx or die.”
“Take no days off.”
“More is always better.”

Hard pass.

Your body gives you feedback for a reason. Ignoring that reason doesn’t necessarily make you tough – it makes you blind to what’s really going on.

Here’s what I figured out actually matters:

• Quality in movement
• Intensity in the training sessions you’re using
• Consistency in your training
• Sustainability over the long haul

In terms of long-term results, these things win every single time.

When you hit a PR -> AWESOME!
When you don’t -> Also just fine!

A solid workout routine, repeated for years, is what makes the difference.

Be aggressive, yes. But more importantly, be consistent.

3 – “I Don’t Want to Get Bulky”

You won’t.

You don’t train hard enough, eat enough, or take the supplements [and/or drugs] required to “accidentally” get bulky”

Here’s more news: neither do I.

Muscles don’t just happen by mistake. It’s not as though you trip and fall and then get up with giant glutes (although that would be cool).

Strength training will make you healthier, more capable, and harder to break – not huge.

4 – Competing on Price With Small Gyms.

I want to clear something up for you — we’re not selling workouts or access to equipment.

What are we selling?

• Coaching
• Community
• A sustainable lifestyle
• Accountability
• Leadership by example for your family

We’re selling the ability to create lifelong positive change.

So no, we are not the cheapest gym in town [and we shouldn’t be].

5 – “I Need a Full 1-2 Hour Workout”

You really don’t. And neither do I.

If you’re:

• Consistent
• Intentional with what you’re doing and why
• And you challenge yourself

Then, 30 to 60 minutes, 3 to 4 days per week, is plenty.

Eat reasonably well alongside that and you’ll get great results!

Longer workouts don’t mean better workouts.
Better workouts mean better workouts.

What I Love About the Fitness Industry

1 – Quality Athletic Development for Kids

We’re finally moving away from “bro” stuff for kids.

Rather than lifting as much as possible as quickly as possible, we’re heading into athleticism, durability, and long-term development.

Helping kids understand that movement and strength are lifelong pursuits is a massive win!

And it’s great to see parents and coaches getting on board.

2 – Functional Training Becoming the Norma

Functional training isn’t a fad — it’s becoming the standard.

People are learning to:

• Push
• Pull
• Squat
• Hinge
• Lunge
• Carry
• Rotate/anti-rotate

And the result?
People feel better, move better, and live better for themselves and for their families.

This is the goal, after all.

3 – People Finding Their Tribe

Everyone needs their “third place.”

For some, that third place is Starbucks (or whatever coffee shop you kids are going to these days). For others, it’s the gym.

Community-centered fitness works because humans thrive in groups. We are pack animals, you know? This means that accountability is built in and consistency becomes a whole hell of a lot easier.

Fitness sticks when people feel like they belong.

4 – Coaches Who Actually Coach

At some gyms, “coaching” looks like: “here’s the warm up. I’ll see you guys in 15 minutes.”

This is not coaching. This is facilitating a timeline and nothing more.

At gyms that have real coaching:

• You’re guided from start to finish be it in group classes, small group training, personal training, or nutrition coaching
• Your technique matters and your coach will pay attention to it (I know ours do)
• Adjustments are made in real time

That hour working out is about you, not the whiteboard.

5 – Most Importantly, Our Members

Our members are amazing. They work hard, they show up consistently, and they support each other. What more could a guy ask for?

They’re evangelists — and because of them, we get to help even more people.

That’s the best part of this job!

Final Thoughts?

Omaha is a great place to work out.

And if you’ve got questions about training, coaching, or finding the best path for you, let’s talk!

You can reach me at [email protected].

The right environment makes all the difference in the world.