Heather McDaniel, CEO of Apogeo Fitness, joins Christa this week to talk about how the diet and fitness industries are ultimately betting against you. They discuss the business of gym memberships and personal trainers; as well as debunk some of the diet trends and buzzwords.
It turns out that Heather and Christa have a lot in common -- both were stressed out, overworked career women who compromised their health for their businesses. Struggling to find balance and justification to take time away from growing a business, Heather found herself overweight and unhealthy. She played soccer growing up and always identified as an athlete, but she felt like her body was not representing her true essence.
It took a while for Heather to identify the unhealthy patterns and overcome her mental obstacles. Those deep rooted habits needed to be changed, this is why Mind Zoning® works to shift those thoughts and habits to create a sustainable lifestyle change. Once she found her groove, Heather was in the best shape of her life at age 41. She was living proof that you CAN get fit over 40!
Enter Apogeo Fitness...
Apogeo means peak and culmination of a process in Spanish. Health and fitness is a journey. There is no quick fix to getting fit; it requires small and sustainable changes over time. Apogeo offers a 12-week online program that involves fitness, nutrition, and coaching. Heather concentrates on the experience, depth and convenience of the program to set it apart.
Let’s say a gym membership is about $10/month and the gym can reach a capacity of 200 – there’s no way that gym can pay all the bills and wages if only those 200 people visit. So they are constantly signing up members with the intention that most of those people are not going to show up. They are betting against you, hoping you continue to make that $10 gym donation each month without ever walking in the door.
Since there is a low barrier-to-entry to join a gym, most people do it as their first action towards getting fit. The problem is that these gyms are not able to offer the deep level of support that it takes to sustain a lifestyle change. They are businesses that wants to make money and there is no problem in that, but to actually help people achieve their goals and change their lifestyle takes a more holistic and personal approach.
What started out as ripped people helping other people get ripped, is now a profession. There are several certifications and schooling to become a legitimate personal trainer, but the catch is that anyone can go through this process. Most people enter this business because they genuinely want to help others; unfortunately, the way the business is set up forces them to be sales people. The gyms are not providing them with the resources to REALLY help people long term. Trainers are seen as a revenue stream by selling sessions and memberships, and are paid a low wage.
When people want to lose weight they connect with keywords like “diet,” “quick weight loss,” “detox,” etc. They give in to the marketing of weight loss shakes and current fad diets. In reality, everyone's macronutrient needs are different so what works for one person may not work for another.
Christa and Heather break down the shake theory. They will mess up your body and your metabolism. If your body is not getting the nutrients it needs then it will crave more food to make up for the missing vitamins and minerals. One rule of thumb if you want to enjoy a protein shake regularly is to make sure you can pronounce and understand the ingredients. And don't give in to any erroneous marketing tricks like low-fat or low-carb -- in fact, our bodies need healthy fats and carbs to stay energized. Read here about healthy fats!
Calories in/calories out is debunked as well. Read here about how not all calories are created equal.
When it comes down to the basics, Heather and Christa agree that we must eat more whole foods. Whole foods are not processed at all, as close to how it came from Mother Nature as possible. You can find all the whole foods on the perimeter of the grocery store.
A call-to-action for the fitness and diet industry: to re-think the way they serve their clients, try to offer a more holistic approach to this very important lifestyle change, and build positive communities.
The main takeaway is to gently and lovingly release the idea that there is a quick fix -- humans are far too complex. And go to the gym if you have a membership!