Learning Client-Speak

Coach and Director of Content and Community

As fitness professionals, we all understand what is meant by the hackneyed phrase, “fitness is a journey, not a destination.” It means the real goal of a fitness program is not for one to “get fit” and be done, but to build fitness routines and habits that will help one pursue fitness the rest of one’s life. We all want our clients to build permanent, sustainable habits. Sure, goals are good. But each goal achieved should be replaced with a new one, in an ongoing pursuit of ever-improving fitness. No way do we accept that someone should lose 10 pounds and then quit working out, right?


So, of course when someone walks our gym and says, “I want to get fit,” we say, “Sorry, we don’t do that here.”

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Dan is a seasoned marketing professional with a knack for being where things are happening. He helped open up the nascent southern California market as a corporate trainer for Starbucks when there were less than a dozen locations in Los Angeles, took up the banner of one of the first 100 CrossFit affiliates when no one had heard of it, and interviewed student protesters in Tiananmen Square in 1989, right before the tanks rolled in. Dan has professional marketing experience with start-ups,...Read more