CanFitPro Toronto 2006

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Can-Fit-Pro Toronto 2006 International Fitness
and Club Business Conference and Trade
Show Can-Fit-Pro thanks all the sponsors that
made this years event possible. Stop by their
booths in the Trade Show Friday and Saturday for
more information on these great companies!
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The Womens Movement in Fitness Session 3216

• Dr Len Kravitz- Research Update
• Marla Erickson- Mind Body
• Scott Josephson- Nutrition
• Tracy Glennon- Recruitment Retention Best
  Practices
• Lynne Brick- Programs and Marketing
• Cynthia Maxion- Club Design
• Facilitated by Maureen Hagan

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Womens Movement in Fitness Weight Loss and
Training Applications

• Len Kravitz, Ph.D.
• Congratulations Len
• 2006 Can-Fit-Pro Specialty Presenter of the Year

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Womens Movement in Fitness Weight Loss and
Training Applications

• I. Fat mobilization
• Mobilization process of releasing fat from
  storage sites in body
• Epinephrine stimulates mobilization
• Estrogen connection enhances epinephrine
  production, inhibits lipoprotein lipase,
  stimulates growth hormone (enhances fatty acid
  metabolism)

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Womens Movement in Fitness Weight Loss and
Training Applications

• II. Why is there a difference in fat distribution
  in males and females?
• a) Alpha receptors versus beta receptors on fat
  cells
• b) Women have more alpha receptors and
  lipoprotein lipase in hips and thighs

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Womens Movement in Fitness Weight Loss and
Training Applications

• III. Understanding and applying knowledge of
  respiratory exchange ratio (RER)
• a) Current studies show that low-to-moderate
  exercise women have a lower RER!
• b) Women may be more sensitive to lypolytic
  actions of epinephrine

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Womens Movement in Fitness Weight Loss and
Training Applications

• VI. Training applications for fat metabolism
• Incorporate low-intensity, long-duration (or
  accumulated time) workouts
• Incorporate high-intensity, short duration
  workouts (interval and fast continuous)
• Incorporate multi-mode training
• Sample design 200 minutes of cardio/wk 20
  interval or fast continuous and 80 long slow
  duration (or accumulated time)

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Womens Movement in Fitness Weight Loss and
Training Applications

• V. Training applications for resistance
  training
• Females have greater fatigue resistance due to
  lower absolute muscle mass and lower muscle
  oxygen demand enhances removal of waste
  (estrogen connection)
• Fit females capable of more high volume workouts,
  faster recovery between sets, fewer rest days
  between intense workouts
• Introducing Undulating Periodization day to day
  variation of intensity program
• Rep Zones 3-5 reps, 8-10 reps, 12-15 reps
• Total body workout change exercises daily and
  rotate rep zones
• Options for 3-day and 2-day training scheme
  presenter (research review on Lens WEB
  pagerefer to article Circuit vs. Periodized
  Training for Women)

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ContactInformation

• Len Kravitz, Ph.D., lkravitz_at_unm.edu,
  www.drlenkravitz.com

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lifestyles
Marla Ericksen
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Mind
Body
Spirit
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The Human Energy Field

• Material BODY
• Perceived physical experience
• Astral MIND
• Emotions, feelings and experience
• Causal SPIRIT
• Intuition, creativity and collective
  consciousness
• The highest expression of our true, eternal and
  divine nature

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Yin Yang
DarkColdPassiveInsideSlowRightDimDownwardS
ubstanceWaterMatterMysteriousFemaleMoonNight
EarthEven
LightHotActiveOutsideRapidLeftBrightUpward
FunctionFireEnergyObviousMaleSunDayHeavenO
dd
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Fusion Programming
WOMEN Respect Community Wisdom Empowerment Radian
ce Freedom Adventure Reality
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Marla Ericksen

• Contact
• marla_at_marlaericksen.com

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The Womens Movement in Fitness
Scott Josephson, M.S., R.D.Exercise Physiologist
Dietitian
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Womens Facts.

• The AVERAGE women
• Looses about 5 lbs. of muscle every decade, and
  adds about 10 lbs. of fat every decade.
• Normally reduces her muscle mass by 1/3 by the
  age of 50.
• Can have half of her original muscle tissue by
  60, with a high percentage of body fat.
• Risks osteoporosis, back pain and metabolic
  syndromes.
• Thank you estrogen, epinephrine and glucagons for
  encouraging fat storage in my hips, thighs and
  butt!

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Know What You Are?

• Endomorphs are softer and rounder, typically
  pear shaped with small bones and a high fat to
  muscle ratio.
• Mesomorphs are medium boned with shorter limbs in
  relation to the trunk, and a high muscle to fat
  ratio.
• Ectomorphs have the highest metabolic rate with
  longer limbs in relation to their trunk.

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Reasons We Kill Ourselves in the Gym!

• WHAT WE WANT!
• Definition and symmetry requires a positive
  calorie intake, well developed type II fibers and
  hormonal balance.
• High intensity, high volume strength training
  protocols magnifies an anabolic hormone
  environment.
• VLCD, meatless and fad diets are highly
  catabolic.

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Exercise Induced Essentials. Fill Up!

• WOMENS ESSENTIALS!
• A Growth and repair. 700mcg.
• B1 Carbohydrate metabolism 2mg.
• B6 Protein metabolism 2mg.
• B12 Fat metabolism 2mg.
• Folic Acid Cell production 400mcg
• C Immune system support 1000mg.
• E Menstrual cycle helper 200IU.

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CALCIUM

• Use carbonate with meals, and citrate between
  meals.
• Obtain through food first, then supplement.
• Each 8oz of milk or yogurt is about 300 mg.
• Supplement 500 mg at a time, and do not exceed
  2500 mg including food.
• Dosage? 1000 to 1200 daily.
• Postmenopausal?

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Choose Your Training Systems!

• Plateau System
• Pyramids
• Reverse Pyramids
• Compound and Supersets
• Tri-Sets / Giant Sets
• 21s
• 1 and ½ reps
• Forced Reps
• Pre-fatigue Sets

• High Intensity Training (H.I.T.)
• Static Contraction Training
• Super Slow Training

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Total Workout Time

• Within 40-60 minutes
• Cortisol levels begin to rise!!
• There is increased muscle catabolism.
• Testosterone and GH levels decrease.
• A reduction in muscle protein synthesis.
• Note to self Shut up and lift!

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Where Does Cardio Fit In?

• Vigorous cardio may impair muscle growth. (90/90
  rule)
• High intensity cardio helps maintain
  glucocorticoid and glucagon levels (cortisol).
• High intensity encourages gluconeogenesis.
  (protein converted to glucose).
• On weight training days, do moderate cardio after
  strength training to spare glycogen and increase
  fat utilization.

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Post-Workout Nutrition

• Within 30 minutes
• Consume a liquid protein with carbohydrates. Whey
  protein is fast digesting, and starts the
  rebuilding process.
• Eat a meal within 2 hours.
• About a 21 carbohydrate
• to protein ratio will help replenish glycogen
  stores.
• About .8 g of carbs per kg. of body weight and .4
  g of protein per kg. of body weight for
  hypertrophy.

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Protein Requirements

• Females- Use about 1.0 grams per kilogram of
  body weight daily.
• Use high biological value (lean meats, fish,
  poultry, dairy and eggs).
• Excess supplementation of protein is NOT
  recommended and may adversely affect calcium
  absorption.

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Fat Carbohydrate Requirements

• Females- Use about 20 fat intake from
  monounsaturated and Omega 3s to maintain healthy
  triglyceride levels.
• Carbs should comprise of about 4 grams per kg of
• body weight daily.
• Eating carbs prior to and within 2 hours after
  training allows insulin to down regulate
  catabolic hormones.

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Scott Josephson, M.S., R.D

• For more information email Scott at
• fitness_at_huntersrun.net.

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The Womens Movement in Fitness

• Tracy Glennon CanFitPro August 2006

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Facts

• Gender
• Specialized Facilities
• Retention Rates

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RetentionChallenges

• Seasonal
• Family
• Emotional
• Personal

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Communication

• Personalization of Service
• Communication Style

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Staffing

• Hiring process
• Team Concept

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Programs

• One-on-one training
• Holistic programming
• Group Exercise

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Trends

• What does the future hold?

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Best Practices

• Challenge as opportunity

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ContactInformation

• Tracy Glennon
• GoodLife Fitness Clubs
• 1-800-790-9269 ext 447
• 1-613-327-1950 cell
• tglennon_at_goodlifefitness.com

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5 Keys to Marketing to Womenpresented by Lynne
Brick
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Trends Influenced by Women

• 52 of health club memberships.
• 80 all consumer goods CPA.
• 80 of all health care decisions.
• 48 of all private business owners.
• 40 of households with assets worth over
  600,000.

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Marketing Trends

• Traditional Media does not work.
• He/She who controls the ink, controls the
  industry.
• Be remarkable.
• Permission marketing.
• Re-invent your business.
• Brand loyalty.

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The 5 FEARS

• Fear of Isolation.
• Fear of Looking Stupid.
• Fear of acting like a Klutz.
• Fear of Physique Anxiety.
• Fear of the Hard-Sell.

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Key 1 Connection

• Connect your female customers to each other.
• E-Loop
• Website, Chatroom or Blog
• Classes
• Programs specific to a womans life (Menopausal,
  Post-natal, weight loss, community philanthropy,
  etc)
• Social activities (Outdoor adventure Club, etc)

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Key 2 Brand Loyalty

• Women are more likely to recommend a brand to
  others.
• Women use in-person contact more than any other
  type of communication.
• Source Lucid Marketing US Adults Word of Mouth
  Communication Study.
• www.lucidmarketing.com
• Women recommend brands to their children and
  happy children help keep women loyal to the
  brand.

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Key 3 Communication

• If you have to ask, its too late.
• When in doubt, ask a woman!
• She wants/ needs to know details about all
  products/ services.
• Co-parenting is essential.

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Key 4 Be SENSE-ational

• Sight- Colors Purple, Yellow, Blue, Green
• Fresh Flowers Orderly and Organized.
• Sound running water, soothing music in the
  locker room and lobby.
• Smell- aromatherapy such as lavender, etc.
• Touch soft towels, soft flooring.
• Taste Healthy snack choices, water with lemon.
• Feng Shui.

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Key 5 Marketing Checklist

• Is the marketing strategy consistent with the
  message of the program/ club?
• Does the ad for your program/ club reflect real
  women?
• Does the ad appear nurturing?
• Does the ad represent independent women with
  positive self-esteem?
• Is the ad family oriented?
• Is the ad non-intimidating?

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Thank you!
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Resources

• Braud, Dawn. Programming for Real Women.
  Inspire Women to Fitness. IDEA. San Diego, CA.
  2003.
• Club Success. Marketing to Women. Peak
  Performance. August 2006.
• Godin, Seth. Purple Cow. Portfolio Penguin Group.
  NY, NY. 2003.
• http//www.businessweek.com/bwdaily/dnflash/feb200
  5/nf20050214_9413_db_082/htm
• Popcorn, Faith and Marigold, Lys. EVEolution The
  Eight Truths of Marketing to Women. Hyperion. NY,
  NY. 2000.
• Contact Lynne Brick at
• LynneBrick_at_brickbodies.com