Marketing MotivationMac or PC? Frugalista or Princess? Starbucks or local cafe? Shopping lately seems to be as much about the branding as it is about the product. Marketing messages are connecting our purchases with our identity. As consumers, we seem to be on board with this – tying our definitions of ourselves to what we chose to patronize or protest, to what we like and dislike. What does this have to do with fitness? Stay with me.

Recently, I was delighted to hear a unique goal from a new client. She asked for help in connecting her identity to her fitness. She wants to have exercise and an active lifestyle as an ingrained part of her life, a characteristic that helps identify her as a person. When people think of her, they will think of her energetic, healthy behaviors. When she plans her week and thinks about vacations, a fit woman embraces what lies ahead and enjoys activities requiring stamina, balance and a well tuned body. Her “brand” includes vitality, fitness and strength. She is molding her behaviors to match her ideal image but not with a dress size or number on the scale.

Why not capitalize on this need to identify ourselves by our likes and dislikes, patronage and protest? Decide who you are and who you want to be – allow it to inspire you as well. Of course this client wants to look great in a bikini (don’t we all?) and that will come. The key here is her desire to embrace a new lifestyle to match her ideal self. This distinct mentality might be a more powerful motivator and ultimately the key to her success.

We of course are all complex individuals that do not fit into little branding boxes. But as a tool for motivation toward a better life – this might be an untapped well. Consider it for yourself and maybe the next time a compelling ad passes your screen, you’ll embrace the actions required to be healthier and fit.

Last month, “How’s that working for you?” presented itself to four Blakely FIT clients. Here are their stories.

“How’s that working for you, parent and breadwinner?”
“Pretty bad actually…” When clients take a break from training, I wish them a fond farewell, an open door invite for their return and very sincere hope that they find continued success. This email was sent shortly after a client stopped training with Blakely FIT: “sorry I left working out with you, last night was w/trainer at [Chain gym]… and local Dr thinks I tore rotator cuff in left shoulder. Have to call my Dr to set up an appt for MRI to really find out how bad. Was doing flat bench and took 90lbs off went down and heard like knuckles cracking and needed help w/bar off my chest, but no visible signs of tear.” After calling to check in, I learned there was no assessment, no warm-up, and no progression into such a challenging exercise (all standard practices for professional grade trainers). The lesson: trust your gut! With exercise, classes and instructors, if something seems unsafe during a workout routine, stop, step out and/or ask questions. You are too valuable to yourself and those who rely on you to be put out of commission because of unsafe exercise.

“How’s that working for you, busy career women?”
“The logic is tough but my body feels great” This month, two of my clients, a young career woman and an accomplished professional, changed their understanding of effective workouts. Like many of us, they had an all-or-nothing mentality: Work out at 120 percent or don’t bother. But when I advised them to lower the intensity of their cardio workouts, I was met with initial resistance. Understandably, they individually expressed concern about applying the “less is more” methods to their cardio plan. In the end, the proof is in the pudding and lowering their cardio intensity is already showing measurable weight loss improvements in an incredibly short period of time. With bonus benefits to boot: they each reported “workouts were more enjoyable” and “less daunting.” They felt rejuvenated and optimistic about their cardio instead of exhausted and overwhelmed. Win-Win-Win 🙂

“How’s that working for you, mother and homemaker extraordinaire?”
“Pretty great actually…” I check in with clients about stress levels, diet and weekly schedules – it’s integral to ensuring client success. Being a positive problem solver is an important part of supporting my clients. One client who had her fair share of healthful-eating struggles happily reported a revelation. She was excited about attending a party and blase about the delicious food on the menu (one made specifically for her by the hostess). This was a welcome change. Instead of being stressed and a little annoyed at the task of making “smart food decisions” – she felt great and looked forward to attending. A bit surprised by herself, she smiled at how easy it had become.  What a fantastic accomplishment – it frees up mental space and allows for a more enjoyable party experience. Instead of the old habit of stressing over what to eat or not she can focus on what size eight outfit she’d like to wear.

So, what is your answer? I hope it’s: “Great.” If not, call me – I’d love to help you too. In a few months, your answer will surprise and delight you.

All my best and B FIT,
Michelle
train@blakelyfit.com 773-680-6824

Have a “How is that working for you?” moment of your own? I’d love to hear it… email your story to train@blakelyfit.com.