Subject: Debi Lander, MEd

Location: Jacksonville, Florida

Company: Healthwise Fitness

Experience: 12 years as a trainer and business owner; IDEA Master Personal Fitness Trainer

Maverick Strategy: By mixing lifestyle coaching techniques and phone coaching into her training repertoire, Debi has developed a successful personal training business.

Lifestyle Coaching: Debi doesn’t have a separate schedule or fee structure for lifestyle coaching, but includes some lifestyle coaching techniques in her personal training sessions. She asks all of her clients to write their goals for all areas of their lives. She then conducts mental imaging with them, asking them to picture their lives in six months and a year from the present. With clients she sees on a more frequent basis (e.g., three times a week) she will sometimes (one sessions per week) almost exclusively focus on coaching as opposed to leading them through a physical workout.

Phone Coaching: After attending a seminar two years ago on training clients by phone, Debi added the phone coaching component to her business. Clients send her their fitness diaries before the phone session, which she analyzes before the call and then reviews with them while on the phone. They also review and plan exercise sessions for the coming week. Phone sessions last 25 to 30 minutes. “Clients find it very motivating to know that even though someone isn’t with them while they are working out, someone is going to look at their exercise logs,” Debi says.

She just landed her first international client, who is from Brazil. “He saw my Web site ( and e-mailed me.” Other than the seasons being opposite, she doesn’t see much difference between how she will train him versus her U.S. clients.

Training Location: Debi has a 700-square-foot studio with a treadmill, elliptical trainer, recumbent bike, free weights, multistation weight machine, stability balls, tubing and a balance board. “I will train my clients in their homes, but once I tell them about my studio, they usually end up training there.”

IDEA PERSONAL Trainer March 2002Trainer TidbitsJob Security for Trainers
The desire for fitness is there, though getting people to act on their aspirations can be the true battle. In a phone poll of 1,000 adults conducted in the last week of December 2001, more than
30 percent of those surveyed said that losing weight and/or exercising more were the most important things they could do in 2002. This response received a plurality of votes; the runners up (in order) were reducing debt, improving personal relationships, getting a better job, quitting smoking and/or drinking and doing nothing.
Source: Business Week (January 28, 2002)
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Tool to Fight
Overweight Youth
In the United States, more and more children and teens are becoming a part of the obesity epidemic. In an attempt to provide a weight loss tracking system for teens, IBM has developed a computerized kiosk for high schools that computes percentage of body fat and lean tissue in addition to weight. The information is then stored in the schools’ computer servers. The National School Fitness Foundation is funding the systems, which cost $200,000 each, and plans to have 150 kiosks in high schools by the end of 2002.
Source: Los Angeles Times (January 7, 2002) lIDEA PERSONAL Trainer March 2002