One of the top tenets of running a successful business is to have a clear vision of where you want it to go.

“You can be the smartest person in your industry, but if you don’t have a clear vision of what you want to create or the hustle to make it happen, your talents go to waste,” says Lewis Howes, founder of The School of Greatness. “Learning how to harness your passion into focused, productive goals is essential to creating powerful fitness brands.”

However, the reality is that being an entrepreneur can often feel like a very solitary endeavor. Sure, you interact with clients daily and perhaps offer guidance to your staff. But who are the people you bounce new ideas off? And how do you know if your vision for your business and your future is viable? You’re not the only one with these concerns, which is why 14,000 fitness professionals from all corners of the industry will converge at L.A. LIVE, July 13–17, for the IDEA World Convention. This is your opportunity to meet with like-minded entrepreneurs—like Howes, who will present a session on how to achieve greatness—and develop the tools and strategies to build a better brand and business.

Read on to learn about some of the highlights you can expect at IDEA World.

Hot Topics

Small-Group Training
Small-group training continues to make its mark on the fitness landscape, offering fitness pros a chance to help more people—and make more money—while giving consumers high-quality education for a lower rate than they’d get in private sessions. Here are a few of the many sessions you can choose from:

  • How to Maximize Revenue From Small-Group Training, with Nick Clayton, MBA
  • Cuing, Coaching and Communicating With Small Groups, with Irene Lewis-McCormick, MS
  • Ramp Up Your Group Training Business With the Functional Movement Systems, with Mark Snow
  • GAME-ification of Small-Group Training Programs, with Peter Twist, MSc

With small-group training continuing to thrive, presenter Irene Lewis-McCormick, MS, insists that individuals who lead sessions must develop powerful communication skills. “Performance-based cues are more important than ever because group training—particularly small-group—is typically a fee-based experience, and fitness consumers want quality programming as well as personalized instruction,” she explains.

McCormick plans to arm attendees with the cues and communication tools they need to create a successful small-group training experience.

Business Strategy
Building a business requires more than a thorough understanding of anatomy and physiology. Learn the most effective strategies for maximizing profits and growth.

  • Build a Stronger Business and Life in 12 Months—Work Smarter, Not Harder!, with Trina Gray
  • Package and Sell Your Fitness Expertise Online, with Ryan Lee
  • Strategize Your Social Media With Six Steps to Success, with Amanda Vogel, MA
  • Fit Biz 101: Flex Your Marketing Muscle to Grow, Retain and Succeed, with John Heringer

Amanda Vogel, MA, founder of Active Voice, believes that one of the missing links in business growth is an effective social media campaign. She says, “Many people are missing the big picture of what they actually want to achieve on social media—and how to do it.”

Vogel plans to bring that big picture into focus in her session, “Strategize Your Social Media With Six Steps to Success.”

“Knowing what your plan is on social media serves three important purposes: You save an enormous amount of time and resources; you develop a clear sense of what and when to post on social media (and why you’re posting it); and you gain insight about whether you’re reaching your business goals through measurable outcomes.”

IDEA Success Academy

The IDEA Success Academy is back for a second year. Take this chance to learn how some of the top entrepreneurs in the fitness industry built wildly profitable and influential brands.
“It is said that ‘thoroughbreds like hanging out with thoroughbreds,’” muses Todd Durkin, MA, owner of Fitness Quest 10 in San Diego. “They don’t like hanging out with donkeys. The IDEA Success Academy is going to be a room full of ‘thoroughbred’ fitness industry professionals who have years of experience, expertise, and knowledge in many different areas of fitness and business. I am as excited as anyone to be part of what will be a tremendous experience!”

Chris Freytag, founder of Get Healthy U™, is eager to offer everything she’s learned from her 20+ years in the fitness industry about how to create an online brand.

“I plan to share as much as I can about my journey into the digital world of health and fitness and how and why I do what I do,” she explains. “I want to share what I know about creating a brand online and how to overcome any obstacles that are keeping you from moving forward.”

Check out this stellar lineup:

  • Seven-Figure Laws of Leadership, with Ryan Lee
  • Creating Your Purpose and Legacy—How to Live a Life Worth Telling a Story About, with Todd Durkin, MA
  • Market to the Masses and Change Millions of Lives, with Chris Freytag, Cathe Friedrich and Natalie Jill
  • High-Performance Tips: Dominate Business and Life, with Randy Hetrick
  • Fix Your Life With Passion and Persistence, with Autumn Calabrese
  • Become the Expert and Explode Your Brand with Sara Gottfried, MD
  • The School of Greatness—Hustle, Passion, Focus and Vision, with Lewis Howes

For more information visit

SIDEBAR: Event at a Glance

When: Wednesday, July 13–Sunday, July 17, 2016
Where: Los Angeles Convention Center
Preconference sessions: Wednesday, July 13
Postconference sessions: Sunday, July 17
Accommodations: JW Marriott Hotel Los Angeles at L.A. LIVE, 900 W. Olympic Blvd., Los Angeles, CA 90015; 10-minute walk to the Los Angeles Convention Center. Reservations and hotel information: (213) 765-8600. Special IDEA room rate for single/double: $232, plus applicable state and local taxes (currently 16%). Each additional person $20 per night, plus applicable state and local taxes. Parking: $42 per day for valet parking.
To receive the IDEA rate, you must make your reservation by June 23, 2016.
Early-bird pricing deadline: June 3, 2016.
Registration discounts: Become an IDEA member and save on your convention and pre/postconference sessions registration.

SIDEBAR: Bring Your Team—Staff Discounts Available

Business and program director members: You can receive the discounted member price on an unlimited number of registrations for the convention and pre/postconference sessions. Groups of five or more registering together save $25 on each full registration—all forms and fees must be submitted together.

SIDEBAR: Save $70 With Early-Bird Pricing

Don’t delay—get a great deal! Early-bird pricing for the full convention is $399 for members, $489 for nonmembers. Early-bird pricing for the 1-day package is $219 for members, $259 for nonmembers. Early-bird pricing expires June 3, 2016.

SIDEBAR: 4 Ways to Register

  1. Go online to select your sessions and register today at
  2. Call (800) 999-4332, ext. 7. Outside the U.S. and Canada: (858) 535-8979, ext. 7.
  3. By mail: Download the registration form at and mail it, along with your payment, to IDEA, 10190 Telesis Ct., San Diego, CA 92121.
  4. Fax your downloaded registration form, along with your payment information, to (858) 535-8234.

Ryan Halvorson

Ryan Halvorson is an award-winning writer and editor. He is a long-time author and presenter for IDEA Health & Fitness Association, fitness industry consultant and former director of group training for Bird Rock Fit. He is also a Master Trainer for TriggerPoint.

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