Nardia Norman

If I woke up tomorrow with no business and no option but to return to Personal Training, here's what I would do.

But first, let's set the scene.

For this thought experiment, I've got my current level of knowledge and business expertise available to me. I've also got $1000 savings to be used as start-up money.

I've got a laptop, a garage with a rack, a barbell, plates and various other equipment.

And I've got access to coffee. A lot of coffee (very important).

20 Steps To Starting A Fit Biz From Scratch

1. First, I would identify a niched-down target market I wanted to help, both in person and online. I'd do a ton of research on their demographics and psychographics. Create an avatar of this person and get super familiar with them.

2. I would think about their major pain points/problems, goals and desires and create an offering (in-person and online) or transformation package that I know would solve their issues.

3. Snap up my business name on social media platforms, Facebook, IG, Tik Tok and YouTube (if I couldn't think of an excellent business name, I'd use my name)

4. Create a strong bio that tells people who I serve, what the outcome is and a unique position, for example:

Helping busy, active 40+ yr old women get strong, lean and metabolically fit in less than 3 hours per week.

5. Create a simple lead magnet to build an email list (aimed at a pain point)

6. Purchase the following business apps/tools:

• Canva (for all the design things)

• Convertkit (email management service)

• Google Business Suite (email address and other business bolt ons)

• Many Chat (for messenger marketing)

• Linktree (for IG and bypassing a website)

7. Create 5 YouTube videos answering common questions this group may have (if stuck, head to Answer The Public for tons of ideas)

8. Split those youtube videos into shorter pieces of content such as Reels or Tik Toks (keep them under 60 sec to post to FB)

9. Publish those content pieces across multiple platforms with the call to action "Download the lead magnet" (see point 5) (of course, the lead magnet would have a cool name)

10. In the meantime, write 3 follow-up emails that will automatically be sent out once someone subscribes to download the lead magnet. The 3rd email will contain a CTA to the in-person or online personal training package.

11. Create a daily FB Live Schedule with a CTA at the end of each video

12. Set up video view ads on FB and use Many Chat to capture details (at $10/day for 30 days)

13. When all the above is said and done, I'd reach out to all my friends, family and friends of friends of friends, telling them about my new business and inviting them in for a paid trial.

14. Get busy servicing paid trials with outstanding service and follow up

15. Sign People onto programs and deliver an epic onboarding experience

16. Get referrals from clients within the first four weeks

17. Collect 'journey' testimonials at week 6 12 and, once they've achieved results - preferably video (post these on social media)

18. Nurture email list with 2 - 3 emails per week

19. Analyse the data - see what content is landing with the niched audience

20. Work hard until the business is flourishing

I would give myself the time frame of a month to get all these things up and running.

This isn't an extensive list as there's some deeper strategies I'd use too, for example, specific FB sales posts or IG strategies to help with brand awareness and building an audience.

But I think with this, I'd feel confident getting my business growing quickly.

The number one killer of women globally isn't cancer. It's cardiovascular disease. This comes as a surprise to many people, who mistakenly assume that statistic is reserved for men. Unfortunately, cardiovascular disease takes top spot for both sexes.

Diet, activity levels, genetics, lifestyle habits and stress play a part.

But when women go through menopause, the risk increases as the protective element of the female sex hormone Estrogen is no longer available. Fortunately, there's many ways to reduce the risk and improve heart health.

Train the aerobic system

Training the aerobic system is underrated and under-utilised in the fitness space.  People either think that they don't need to, that it'll make them gain fat or is irrelevant to their strength/gains goals.

The truth is - a conditioned aerobic system is crucial for general health and all goals.

Research has clearly shown that life expectancy is closely related to aerobic fitness.  A good engine (eg Cardiovascular system) can protect against CV disease.

And since CV disease is the leading cause of death for women globally, it's damn important that we help our clients improve it.

How?

By programming in at least 150 - 300 minutes of moderate to intense aerobic activity (eg above 60% MHR) per week (as per ACSM + WHO exercise guidelines).

Practically this means:

👉🏽 Finding movement opportunities across a week for the client (educate the client on how to move more)

👉🏽 Specifically, program in a mix of different intensities and durations across a week and month (don't just rely on HIIT - it's the wrong energy system!)

👉🏽 Add conditioning opportunities within your session e.g. including a 12 min AMRAP at the end of the session or programming an aerobic session instead of a strength session

👉🏽 Programming in aerobic recovery sessions (e.g. treadmill walk on Incline 5 for 20 mins)

👉🏽 Monitoring overall recovery markers (such as HRV, readiness to train, PRE, soreness, menstrual cycle status, appetite and sleep)

I know this may feel like more work.  It can be in the beginning when you're figuring out how to put all the programming pieces together, but once you're comfortable, it becomes easy.

The take-home message is to strategically program aerobic conditioning and strength training for all women over forty because it's not just about the look; it's about their life.

2023 marks my 24th year in the fitness industry. My career has stood the test of time and evolved. But it's not because I'm smarter or better than anyone; it comes down to these 7 practices.

1. Work with as many bodies as possible before you niche

At the beginning of your career, working with as many different people as possible is the only thing to focus on. Preferably in person. There is much to gain from being with clients of different personalities, experience levels, goals, beliefs and movement capabilities.

2. Invest in developing business skills 2 x more than technical skills

Every new trainer falls into the trap of feeling like they don't 'know enough'. So they spend time and money on technical courses such as Kettlebells, Boxing or TRX. In reality, most trainers go out of business in the first two years because of a lack of business skills. It's essential to upskill, but I recommend a 2:1 ratio of business courses to technical courses.

3. Ask for specific feedback

From day one, get into the habit of asking for feedback. Ask current clients and past clients. Ask them questions such as 'what do I do well?', "what do you like?', 'what can I improve on?'. Also, ask mentors or colleagues to answer these questions too.

4. Communicate exceptionally well

The difference between a good trainer and an exceptional coach is effective communication. The job of a Fit Pro is to guide someone to change, which means using various tools and approaches to help facilitate this. If communication is closed, non-existent or dysfunctional, don't expect change.

5. Work on your business as much as you do your business

This needs to be compulsory. Every day/week schedule in specific business admin and growth time. To be profitable, successful and impactful, you must have time to work on your business. Don't get bogged down working in it at the expensive of working on it.

6. Be a programming gun

As mentioned in point 4, Fit Pros are change agents who facilitate change in others. To create transformation, a trainer must know how to do so confidently. This is where a deep understanding of program design comes in. Know the principles of programming inside out and stick to it. Once you've decided to niche down, then invest time and money into learning more about that niche (but stick to the 2:1 ratio of business to technical skills courses)

7. Stay in your lane

It's no surprise that many dodgy Fit Pros and misinformed trainers are saying and doing questionable things. The industry is full of Insta-trainers, fitspo's and overinflated egos. Don't be one of them. Stay in your lane of experience and expertise. By all means, if you're qualified in different fields, bring that knowledge and experience into your business, but if you're not, don't speak or act on things you don't know. Build a team of allied health professionals and experts around you that you can use (this is a win-win situation for everyone).

Finally, rinse and repeat.

When I was 32, my friend (who happens to be a Functional GP) gave me unforgettable advice.

I was starting to get interested in hormone health and how it relates to training women in the gym, and I had been running myself ragged, trying to make sense of it all.

But, like most beginners, I made many mistakes: researching the wrong things, relying on high-intensity training and not considering a client's lifestyle habits.

Until one day, she said to me:

"Nardia, women aren't small men with breasts".

"Stop approaching female fitness in the same way that the fitness industry does. Think differently and holistically when working with women."

That day, my whole perspective changed.

Today, it seems so obvious, but back then, that conversation caused a pattern disrupt in my thinking which allowed me to look at female fitness through a different lens.

Now, when working with clients or teaching Fit Pros how to work with women, I take a 360-degree approach. I consider what stage of life they're in and the hormonal changes at those different stages. I examine their lifestyle habits and consider how much lifestyle load they are under (as this influences results). Lastly, I write better, more effective programs with the information gained above.

My philosophy shifted from 'smash them as hard as possible' to 'how can I bring out the best in them?'.

There's fewer black-and-white approaches and more nuance.

Less of a "this is how it is done" attitude to a "how can I make this doable for you?" one.

I moved from being an authoritative Personal trainer to a collaborative coach.

Changing my perspective changed everything, and I am forever grateful for that conversation.

There are 3 topics I am actively thinking about a lot these days ..

Topic #1: Midlife Metabolic Health

In 4 years, I'm going to hit my fifties. My inner 23-year-old is wondering where the hell did that time go. But here I am, staring down the big 5-0, and the thought of it is confronting. Many things are changing, including my beliefs, belly and what I give a fk about, but I know one thing to be true: your health is your wealth, so I'm interested in optimising my midlife metabolism and sharing what I learn with you.

And I hope that over the next 10, 15, and 20 years, as I continue to learn more and more, I'll be able to add more life to my years, protect my health and thrive (I'm not here for 'just living longer', I want to squeeze the juice out of each day until I die).

Topic #2: Training Women Like Women

I became interested in female exercise physiology 13 years ago when an epic health crisis made me bedbound (not a great outcome for a fitness professional!)

I didn't train for a year. I just walked and healed. As much as that time sucked, it was a profound teacher. It was also the catalyst that sent me down the path of female physiology exploration and experimentation.

Since then, I have learned much about the importance of female sex hormones, lifestyle load, strength and conditioning for women and stress management.

I share and teach other professionals to understand these crucial concepts so that any woman they work with can also experience excellent health and performance.

[Sidenote: the fitness industry needs to raise the bar on how women are served - the current toxic fitness-hustle, diet-culture, non-inclusive, ageist vibe as got to go ....]

Topic #3: Digital Product Creation

I'm also interested in learning more about digital product creation and productizing knowledge, specifically, how health and fitness professionals can take what they know and turn it into another income stream.

It's one of those fun rabbit holes I find myself exploring simply because I love it. It's fkn fun. And it's needed.

People are sick, tired, stressed, anxious, overweight, and disconnected - they need help.

Those with the knowledge to help (I'm looking at you health and fitness professionals!) don't know how to get it out there and make money.

My passion/interest/job is to connect these two things.

It would be great to connect with other people interested in these same topics—so if any of the above resonates, feel free to reach out!

I published my first blog post in 2011. Four people read it, including my parents. Not an outstanding result, but I was proud to put something out into the world. Since then, I've been on a journey with my writing and where I publish. "Blogging', like my tight and bright red bandage dresses of 2011, seemed to go out of fashion, so I switched to writing purely for Facebook, then Instagram.

However, it's time to go back to my roots, find new passions and experiment, which is why I signed up for Dickie Bush & Nicolas Cole's cohort-based course, Ship 30 for 30.

Thirty days of writing and publishing atomic essays.

Giddyup.

Here's why I'm taking it on:

1. I love writing, and I want to get better at it. The only way to get better at something is to do the damn thang (better yet - practising in public makes me more accountable)

2. I want to write differently. In a way that's more expansive and in-depth than the standard micro-content format found on other social media platforms

3. I'm ready to experiment with different topics and ideas. We evolve; the past three years have seen me change and grow into a different human. This growth has impacted my business, and now it's time to see what emerges from experimentation.
   

Still here? Ok, here's the plan:

Over the next 30 days, I plan on writing about Training Women tips and Women's Midlife Metabolism, Public speaking, and Course Creation for health and fitness professionals (I may also throw in some stuff around Rebel Leadership 🤷🏽‍♀️)

Who knows what will land, but it's going to be fun!

Come join me on this adventure—and let me know if you have any questions along the way!

I'm excited to start sharing what I know (and learn) online.