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About IDEA

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What We Do:

Over 250,000 fitness professionals and 10,000 clubs from over 80 countries look to IDEA to make their passion their business.

We are the world's leading organization for fitness and wellness professionals and work to deliver unparalleled success tools to fitness professionals and clubs including:

  • IDEA Membership, where members have access to:
    • IDEA Fitness Journal, our award-winning monthly magazine plus four additional, specialty e-publications
    • IDEA Workout Builder, a unique tool that allows you to customize and share with your clients
    • 2 free CECs
    • And much more
  • World class fitness conferences for health and fitness professionals, including:
    • IDEA World Fitness Convention™
    • IDEA Personal Trainer Institute™
    • IDEA World Fitness BlogFest
  • IDEAfit TV
  • A free profile on the largest fitness professional directory in the world, IDEA FitnessConnect, where fitness professionals can find new clients and showcase their expertise
  • Streaming video and DVD courses available on our website

Who We Are:

The IDEA team is filled with happy and healthy people accomplishing amazing things, so we make sure that the company culture reflects those awesome personalities and is centered around exercise, good nutrition and mindfulness. With daily fitness classes at the office, healthy snacks, standup workstations, massages and more, our wellness community is all about fun, fitness, support and positivity. Come visit us and check it out. We love to share!

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Fun Facts About IDEA:

  • The founders of IDEA, Peter and Kathie Davis, met at tennis camp when they were 13 years old.
  • IDEA members earn 74% more money than industry average.
  • Celebrities including Jane Fonda, Jillian Michaels, Chalene Johnson, Arnold Schwarzenegger, Richard Simmons, Tony Horton and Shaun T have presented at the IDEA World Fitness Convention.
  • Comedian and talk show host Ellen DeGeneres was the emcee of the IDEA Awards Show for 3 years.
  • IDEA and Peter and Kathie Davis have been inducted into the National Fitness Hall of Fame.
  • is the most visited fitness professional site in the world (our geeks at IDEA HQ made us put this in here!)
  • We have "Throwdown Thursdays" each week at IDEA HQ where we compete against each other in games like paper airplane contests, plank challenges and tic tac toe.

Our Mission:

IDEA and its members are passionately committed to improving the health and fitness of all people. We are focused on delivering compelling member value by imparting knowledge, credibility, inspiration, marketability and personal and professional growth opportunities.


Inspired Service: The IDEA Tribe is committed to inspired service for every person we encounter. This includes every member/subscriber, advertiser/exhibitor, vendor/contractor and internal staff/colleague. Inspired service is about going above and beyond to ensure that every person we interact with is not simply happy, but thrilled with the overall experience we provide. We inspire and serve by continuously pushing ourselves to improve customer value every day.

Do the Right Thing: The IDEA Tribe is honest and operates with the utmost integrity inside and outside our office environment. This includes being on time, keeping promises and always doing the right thing.

Exercise Your Happiness: The IDEA Tribe is a community living a balanced and healthy lifestyle at home and at work. This involves “being the change” as positive role models for others. We don’t aim to be perfect; rather, we aim to be conscious of each decision we make and how it affects our overall health and happiness. The IDEA Tribe’s mantra and noble cause is to Inspire the World to Fitness (and Wellness).

Appreciate Everyone: The IDEA Tribe respects and honors everyone. We never speak negatively about others. We respect and appreciate people’s differences and look for people’s strengths instead of focusing on their weaknesses. We commit to open, honest communication and take ownership of our relationships.

Learn and Thrive: The IDEA Tribe believes that learning never ends. Individually, we push ourselves intrinsically with a constant thirst for more knowledge. We encourage everyone to live with an extreme case of curiosity.

Set the Standard: The IDEA Tribe is never content with our current success. We continually push for a higher level of performance. The day we rest on our laurels is the day the community has lost its passion and soul.

The IDEA Community:

We love featuring inspirational members of the IDEA community on social media. Share your health and fitness journey with us by using #inspiringfitness.

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