This article is part 2 of 4 which recaps the roundtable discussion that were held at the recent FMI conference in Scottsdale, Arizona.

After splitting the attendees up into four groups, we assigned each a separate topic for them to discuss. Feel free to click below to read the previous article.

1 – Blogging and Sharing Websites Marketing Efforts (Led by Dave Dreas)
2 – Personal Website Marketing Efforts (Led by James Patrick)
3 – Social Media Marketing Efforts (Led by Kimerbly Miller)
4 – Differentiating your Niche and Brand Online (Led by Teri Simmons-Crenshaw)

The second discussion we’re sharing is Personal Website Marketing Efforts which was led by myself.

The main topics of discussions for this topic were:

Content
Video reels are a great way to not only drive traffic, but to keep traffic on your website. The videos should be easy to consume and be around the 2-3 minute mark. They can be used to show what you do, show behind the scenes, serve as a demo reel, or simply just to educate or entertain visitors.

It was also discussed the the website should have social media integrated into it. One way to do this is to include links to all your social media platforms. Another way to do this is to have a social media feed appear on the website (for example a Twitter feed which shows anytime you are mentioned or make a post yourself). Another way to boost website traffic is to include social buttons such as the Facebook LIKE, the Google +1, etc which allows visitors the opportunity to evangelize the content on your site on your behalf.

Showcasing testimonials are a great way to build trust and credibility with your visitors. It was brought up that they should not all be hidden away on one page, but instead be distributed throughout the website at key points.

Sharing personal information or stories is a great way to humanize yourself in your business and allow clients to see the real side of you. However it must be genuine. People will know if it is acting.

Most importantly, all pages of a website should have some visible and easily noticed call to action. The “what do you want me to do now that I am here” direction.

Design
The overall comments on design was that the website needs to be clean and simple to use with strong visual elements that don’t clutter or inhibit the ability to use the website.

Conversion
You should look to add value to your visitors through offering some form of free content such as free recipes if you are a nutritionist (or something what a practical implementation to your business). There could be a trade, if people sign up to receive a newsletter they receive a free prize in exchange.

To convert visitors to clients you should illustrate what is in it for them. Why they should join, or sign up for your newsletter.

Be sure to set goals with your website. Are you wanting to drive more traffic? Sell a product or service?

Building backlinks (links from other websites to your websites that enhance your SEO) is an ongoing process. This can be done through social media channels, press kits, relevant sites within the industry, writing for a blog, being interviewed on a blog, forums, etc.

The newsletter or blog you set up could offer deals, information, coupons, promotional items or simply be a platform for you to share information that your visitors would find helpful.

STAY TUNED TO THE UPCOMING POSTS ON THE OTHER TWO ROUND TABLE DISCUSSIONS.

James Patrick
www.jamespatrick.com

It does not take one long to recognize how insanely smart fitness talent and business

May 2012 Featured Talent: Teri Simmons-Crenshaw

owner Teri Simmons-Crenshaw is. I’ve had the opportunity to meet and work with Teri on several occasions and have always been impressed by her tenacity and drive to succeed in her professional life. In this interview we talk about the development of both her modeling as well as her business and how she markets each.

You can also jump over to The Pro Exposure podcast website to hear a previous interview I did with her there.

I am very proud to have the opportunity to feature Teri this month and hope you enjoy her helpful responses belo.

James Patrick: When did you start with personal training?
Teri Simmons-Crenshaw: I started working as a personal trainer when my son was a toddler; that was about 16 years ago. I had completed my degree in Nutrition and Exercise Physiology, ACE and NSCA CSCS and was working as a group fitness instructor at a local health club. A client came up to me after class one day and said, “You are really graceful for a big girl…” I’m not even kidding! That is a direct quote. She followed it with “Do you do anything besides aerobics to stay in shape?” Soon after that I began training her. She was my first personal training client.

JP: What got you into fitness?
TSC: Strength training was a part of my life from early on. My dad competed in both powerlifting and bodybuilding and there was always an exercise/weight room in our house. I was a multi-sport athlete growing up. I played volleyball, basketball, soccer and ran track. Health and fitness has always been my passion so I pursued a degree that would give me the knowledge base in nutrition and kinesiology to teach wellness. I knew I wanted to be on the preventative side of the health industry and personal training was a great fit for this.

JP: Tell me about the launch of your personal training company.
TSC: After working for a health club, I moved on to owning a studio and then a health club in my hometown of Cheyenne, WY. When we moved to AZ I began again as a trainer and then Fitness Director. I have always been an entrepreneur at heart and knew the corporate fitness track wasn’t for me. I developed my current program about 4 years ago and created my business, Dancer Body Fitness LLC at the same time.

JP: Could you discuss a little about what you went through to register and trademark your company?
TSC: I registered my business as an LLC by finding the forms and filing information on the AZ Secretary of State’s website. I filed articles of organization to create the LLC followed by applying for an employer’s identification number and a Trade name registration for my company name, program and logo.

JP: Early on, what were some of the things you did to differentiate your company from others?
TSC: The program itself was differentiated both by format and by demographic.  Attitude: by Dancer Body Fitness is a program for females in the average age range of 25-45. It is dance based fitness and has a trademarked “strengthen, lengthen and define” format. An additional early differentiation was to market the program as not only a results-oriented exercise and nutrition program but also as a community of like-minded women. I foster a close-knit group feel somewhat like a sorority in the program. We are very active in community events like charity 5K’s, mud and obstacle course races. I market my business through focusing on the “experience” of the program and these events: Fun, active, supportive women who are enjoying a fitness lifestyle. The marketing focus is always on how women are supporting other women, being fit and having fun.

JP: At what point did you decide to integrate modeling into your routine?
TSC: I began fitness modeling as the “leg model” for a dance studio ad about 5 years ago.  Once I was exposed to more of what the industry had to offer I began to create a portfolio. Fitness modeling has always served a specific purpose in my business.   It is about capturing the right images to help define my brand. I am a fitness model in addition to being a business owner. Most of the shoots I have done have been initiated with a specific goal in mind for what I need to promote my business.

JP: What was your first photo shoot like?
TSC: I was nervous at first but found that it was much like being on stage in competition. I enjoy being on stage and being in front of the camera. I have had the pleasure of working with some phenomenal photographers who were very helpful with posing and direction.

JP: You hire photographers for both your portfolio as well as your company. What process do you go through to select the right service providers for your needs?
TSC: There are a few things that are elemental in my selection for both: I always review the photographer’s work to see if he/she has a style that connects with my brand. I will ask other models about their experiences in shooting with a photographer as well. In addition, I contact the photographer to get a feel for their personality and professionalism.

JP: How do you leverage being on camera to promote your business or vice versa?
TSC: Having images that I can use for my print material, business cards and social media has been a big part of promoting my business. Photos can be used in many ways to freshen a campaign or evoke a new feel on a page or website. The experience of being in front of a camera is also valuable for creating promotional videos and video workouts.

JP: What do you enjoy most about what you do, whether as a model or as a trainer?
TSC: I aspire to INSPIRE! If I can inspire even one person to change his or her life in a positive way either through adopting a healthy lifestyle or believing in their ability to change, then I have accomplished my goal. That is the best feeling and the most enjoyable part of what I do.

JP: What are some of your current strategies when it comes to marketing your company as well as your brand as a model?
TSC: Social media marketing has been a big part of my marketing and it will continue to be. I use social media as a platform for promoting the accomplishments of my clients. It is a “look book” for capturing the fun, sassy-feel that is an integral part of my brand. I represent my company as well as my brand as a model. In doing so, it is important that I always look the part and walk the talk. Blogging, speaking and writing a book are all on the horizon as well as a marketing campaign that I will be launching in the next month involving my brand Ambassadors, business to business referrals… and Pinterest!

JP: You’ve used some video campaigns from a mutual connection of ours. What ways have you implemented video into your marketing efforts?
TSC: Yes! Max Anderson did a fantastic promo video for my Attitude program. I featured it on my blog and on my social media pages as a way to visually describe my program. I will be posting mini workouts beginning in May as a way to promote my full series of video workouts that will launch mid-month.

JP: You now essentially run a click-and-mortar business having an online presence as well as an actual studio. How does this shift your marketing efforts?
TSC: That is such a clever term: Click-and-mortar and so relevant to the bi-fold effort that must be made with marketing. More effort in marketing is required to make sure that both the physical studio and online business are well promoted, and more essentially, understood. It is especially so in a service industry. Marketing in a way that the public can understand that they can purchase a service online, in the form of a video or live-streaming class membership is my next challenge.

JP: What are some of the biggest lessons you’ve learned that you can share with others looking to develop their own training company – or even to others looking to grow their career as a talent?
TSC: Learning to truly differentiate yourself in a creative way that is beyond just maximizing or improving on what has already been done is a challenge but it is well worth the effort. Identify what makes you unique as a business or as a talent. Capitalize on your gifts and find new ways to market yourself through “out of the box” thinking.  Here are a few of the best lessons any entrepreneur should learn and embrace:

1 – Once you decide to do something, make sure you see the end result in your mind.  You may not be able to control all of the elements of how you get there, but knowing your destination is key.

2 – If you fail at something do it quickly and move on.  Figuring out how not to do something is important… but learn from it quickly and improve on your effort or change your strategy.

3 – Ask questions, find a mentor… keep learning and growing. Nothing is static. Expect change and be adaptable.

To learn more about Teri and her business, please visit her website at www.DancerBodyFit.tv, LIKE her Facebook Page at  www.Facebook.com/DancerBodyFitness and follow her on Twitter at  www.Twitter.com/Dancerbodyfit

Thanks sincerely!

James Patrick
www.jamesmpatrick.com

At the recent FMI conference in Scottsdale, Arizona I had the opportunity to present on how talents can market themselves through a variety of online channels. On Day 3 of the conference I split the room up into four groups. Each group had a different moderator who led a focused discussion on the various topics:

1 – Blogging and Sharing Websites Marketing Efforts (Led by Dave Dreas)
2 – Personal Website Marketing Efforts (Led by James Patrick)
3 – Social Media Marketing Efforts (Led by Kimerbly Miller)
4 – Differentiating your Niche and Brand Online (Led by Teri Simmons-Crenshaw)

The moderators rotated between the four groups of people so that each group got a chance to discuss each of the four topics. Over the next month I will be sharing the key notes and messages discussed on each of the major topics for your takeaway and benefit. Hopefully by sharing these notes it can get your brain churning on ideas for how to improve your own marketing efforts.

The first discussion we will share will be Blogging and Sharing Website Marketing Effort which wasled by fitness talent and entrepreneur Dave Dreas.

The main topics of discussions for this topic were:

1 - Videos vs. written blogs.
It was brought up a couple of different times and it was thought that having a combination of the two (video and text-based blog content) helped to add variety and personality. Video can often be easier to consume than text, if done properly. The groups thought the video blogs need to be short and to the point but cover the topic necessary. Videos should also be uploaded to sharing websites such as YouTube and/or Vimeo with links leading back to the main website.

2 - Videos on the main page of the website.
Having videos be a part of the main page of the website is something which can engage your viewers or tell them what you or your product or service are about. It was debated a bit as to whether or not it was better for the videos to appear on the home page of the website or appear deeper in the website itself.

3 - Capturing information was huge.
The ability to use blogs and sharing websites as a way to capture your visitors or potential client’s information was discussed a lot and something that is very important. However it was also discussed that you must provide some sort of reason (or benefit) for a visitor to sign up for your blog and provide you their e-mail address. Illustrate what is in it for them. Bad examples of sites talked about were ones where you were immediately prompted to enter your e-mail address in right away without knowing why or what for. Most often people will choose to not enter their information in without knowing what is in it for them.

4 - Converting readers to clients
It was discussed how to leverage the blog to convert readers into clients. The groups thought that providing value would create a better experience for the reader and thus make them more inclined to be a client. After showcasing value, a call to action can close the deal.

5 - Putting Up Prices or Not?
Lastly, groups discussed the pros and cons of whether or not to put up pricing information on the website or to encourage visitors to contact you for more information. Some felt that putting the pricing up would help while others felt it may turn people away. Although there is no one definitive answer; one suggestion might be to offer a value-incentive to get people to contact you. One example might be a free consultation or free session to encourage people to connect with a lower level of risk on their end.

Dave Dreas is a fitness entrepreneur located in Scottsdale Arizona. He is part owner of Jeremy Scott Fitness which specializes in adult weight management programs and boot camps. His overall goal is to educate and inspire others to live a healthier lifestyle.

STAY TUNED TO THE UPCOMING POSTS ON THE OTHER THREE ROUND TABLE DISCUSSIONS.

James Patrick
www.jamespatrick.com

This past weekend the James Patrick Photography team had the opportunity to be a part of an event which is illustrating what is important in our industry, FMI.

Fitness Model International is a regular conference hosted to help educate and inform talents and entrepreneurs in the fitness, sports and athletic industries. Several times a year the conference is held in a different city to gather together talents, photographers, speakers and great thinkers to come together and say “we’re all in this together, let’s figure this out and go somewhere great.”

This was about my sixth time participating with FMI as this past weekend I had the pleasure of lecturing on online marketing strategies for talents as well as photographing so many fantastic people with inspiring stories.

There simply wouldn’t be room to list all the great people I met and the fantastic experiences and conversations that were held.

However I did want to note  that I got to see and photograph my great friend and Los Angeles based fitness talent Danielle Pascente who spoke to the group on her story of taking chances to uproot her life, move to a new city and pursue her dreams of being a fitness talent. You can actually read a recent interview Danielle and I did on this blog.

In listening to Danielle talk it got me thinking about the feelings that many feel after leaving this conference. Having attending so many of these, I’ve felt many of the same emotions.

There are the post-conference blues. You just had the opportunity to meet and connect with so many people and now you have to return to what you feel is “just your normal life.”

There is the post-conference head spin. The overwhelming sensation of being bombarded with hours and hours of great information and trying to figure out how to navigate through it to figure out what to do first.

Then there is the post-conference adrenaline rush. The desire to try and get as much done as humanly possible as quick as possible.

Hearing Danielle talk about what her life was like post FMI, I thought of developing a list of steps and tips to help managing the post conference whirlwind of emotions and thoughts.

Step 1 – In the first week after the conference, take this time to stay connected to those you had the opportunity to meet. Input the info from the business cards into your outlook or address book. Keep the lines of communication open with them.

Step 2 – Once your brain has time to settle and before you go off to purchase a domain name and pay a graphic designer, begin with your goals. There was a bevy of information shared. Allow yourself the time to think through it to determine what it is that you really want to do. Write these goals down (whether it is one goal or twenty).

Step 3 – Determine the necessary actions to help get you closer to achieve those goals. Is it a website? Is it a certain campaign with your Facebook page? Perhaps it is a series of video testimonials you will create or to order business cards or comp cards. Most likely it will be a mix of several different things. Realize that you cannot do it all at first, so think about what seems most important now. Write all these actions down.

Step 4 – Set realistic milestones for when you feel these things could and should be done. I got this tip from listening to Danielle who talked about a tangible list of all the things she wanted and needed to get done before she moved from Arizona to California to pursue her goals in modeling. She talked about how some months she would only be able to cross one thing off that list. Other months she would be able to cross off half a dozen.

Step 5 - Consistently check back in on what your goals were (from step 2). It is very easy as you continue down a path, you can spend a lot of time working on something or investing into something and then when you look at it in hindsight you realize that it was not even pushing you towards your goals. Keep your goals in mind as you continue down the path to achieving them

Step 6 – Enjoy the process. Once you achieve your current goals, they will no doubt be replaced by new larger goals in what is truly an ongoing cycle. I encourage you to put as much enjoyment into the process to achieve the goal as you do when you actually accomplish it.

James Patrick
www.jamesmpatrick.com

Recently while in Los Angeles I was able to meet and talk to fitness talent Jamie Eason as we interviewed her for two episodes of The Pro Exposure podcast. After the interview was done, I was able to get a quick video discussion with Jamie on the most important lesson she has learned in her career as a fitness talent.

Jamie discusses the importance of being consistent, having personal values and realizing what your brand represents.

If the video does not load in your browser or e-mail program, simply just click the following text to be redirected to my YouTube page to watch the video.

James Patrick
www.jamesmpatrick.com

I can still vividly remember my first intense workout on my journey to do a men’s physique competition. It was a vigorous session with my trainer which left me barely able to walk afterwards. Despite all the pain, it felt amazing. I truly felt like a rockstar. I was going to get up on stage no problem!

The next morning I was sore head-to-toe when I woke up. I went to the bathroom and took my shirt off to see the results of my intense labor. Admittingly, I was shocked to see that I was still a tub of goo!

Achieving the body you want does not happen overnight. Thta is why many are unable to stick to the effort of eating right and training day after day.

The same happens in your personal marketing efforts. You can start a Facebook Page and the next morning you are not going to be booking a national magazine cover or be hired to be in an ad campaign. You can sent out a promo packet or attend a seminar and the next morning you probably will not notice a huge change in your business.

Growing yourself, your brand and your business is not about overnight success. Marketing yourself is about a culmultive effort that takes both time and multiple layers. Don’t fall prey to the common mistake of stopping too early before your efforts have a chance to gain momentum!

James Patrick
www.jamesmpatrick.com

It was not more than a few months ago that I had the opportunity to meet up and coming fitness talent Dave Dreas. I was shooting on the beach in Los Angeles and unfortunately; it was not what you would have imagined. There was no sun, no crisp blue skies and definitely no warm weather. Instead we had an deep overcast, near freezing weather and some unkind winds from the ocean making our lives oh so joyful. Perfect weather for a swimwear photo shoot! And despite the fact that myself and my entire team (who were clothed) had to huddle in a tight circle between photo sets to keep warm, this model Dave Dreas was ready to go, never once complained and brought such great energy to the photo shoot that it made the entire experience a lot of fun.

Fitness Model Dave Dreas

Since that very cold Los Angeles morning, I’ve had the opportunity to work with this Arizona-based talent on several projects including a magazine spread for Max Sports & Fitness. I’ve greatly admired Dave’s journey and am happy to have him featured here. After reading this you will see why sometimes getting your heart crushed by a signficant other can be a good thing!

James Patrick (JP): Your background was in playing basketball in college at St. Cloud State University. Share with us a little about that experience.
Dave Dreas (DD): It was one of the best experiences of my life. The basketball part was great but the relationships I made with my teammates and coaches were what I will always remember. In regards to basketball, it was like a full time job. I had a lot of fun and I had a lot of success scoring 1802 points and being selected to the DII All Star Game. It worked out well and it was one of the best decisions of my life to attend St. Cloud State University.

JP: Having recognizable success in basketball in college, was it hard to walk away from that upon graduating?
DD: To be honest with you, not really. I sat down with my coach after I graduated and we discussed my options of playing overseas but I decided I wanted to move on.  I enjoy watching the sport and I’ll occasionally shoot around but I don’t have an itch to play anymore.

JP: What brought you out to Arizona from Minnesota?
DD: I graduated school in 4.5 years so after playing my four years of basketball I had a semester to figure out what I wanted to do with my life. I had some friends living down here that enjoyed it and I really wanted to live in a warm weather climate. I don’t hunt, fish, ski, snowboard or any of the outdoor things you can do in Minnesota so I traded that stuff for the pool!

JP: At what point did you decide you wanted to get in front of the camera?
DD: I’ll tell ya quick story. I’m sure others in the fitness industry have experienced this. I was dating a girl for a while and we ended up breaking up. When that happens you usually have some time to reflect and during that time I realized how out of shape I had become!

So I ended up doing a transformation contest with my current company Jeremy Scott Fitness and took some pictures after about 6 weeks. This was the first time I actually dieted down and ate clean and the pictures showed that. After I did that my whole mindset changed and I started to look into different avenues of fitness. Later on in the year I found FMI and the rest is history!

JP: Who was your first photo shoot with and what was it like?
DD: My first real photo shoot was with Studio D Photography. The funny thing about it was that it was her first fitness shoot along with my first fitness shoot so we were both just looking for ideas. I was working out and just telling her to take pictures of what she thought would look good! It’s funny to look back on it now of how it all worked out. She did a great job and the pictures turned out great. I still use some of the today.

JP: What about being on camera resonates with you the most?
DD: I’ve had the opportunity to play basketball infront of thousands of people so being infront of the camera really doesn’t make me that nervous. I still have so much to learn and that is what excites me.  Shooting with different photographers allows me to hear and learn something new. I look forward to shoots and improving from each one!

JP: Explain a little about your position at Jeremy Scott Fitness.
DD: I am part owner with Jeremy Scott and Ben Novak. We all share in the responsibility of growing, managing and running the company. It’s a 30 minute, interval training, boot camp that focuses on overall strength, flexibility and fat loss. It’s going very well and we are continually seeing an increase in business, which is a good thing!

JP: Your degree is in marketing. How integral is your educational background into your current career both as the Managing Partner for Jeremy Scott Fitness and as a freelance modeling talent?
DD: It’s extremely important for both. For our company, we are always looking for ways to reach new people. Just as important as finding new clients you have to be able to properly market and manage your current clientele.  When your in college you learn a lot about product life cycles, niche marketing, gorilla marketing etc. All of this stuff can be applied to what I am doing today so I am grateful for the education I received.

JP: What has your strategy been to seek out specific photographers and build relationships with them?
DD: You know I met a lot of photographers at FMI. That pretty much ended up being the strategy!  I have shot with a couple of them since the event and I have some scheduled down the road too!  A few things I’ve learned is that Photographers are extremely busy so it’s so important that you are respectful of their time. I’m not at the point where photographers are calling me so it’s important that I take advantage of any time they have available. Another thing I like to do is go through Facebook and look at photographers work. I follow a ton of fitness professionals and they all have some pretty cool pictures so I search out to see who the photographer is. Then it’s just a matter of contacting them and setting something up.

JP: What are some things you’ve done to market yourself to various clients (both commercial clients and editorial clients)?
DD: The biggest thing was making relationships with photographers and also with editors. I have and will continue to send content to them hoping that sooner or later they will need something of mine! It’s a waiting game and you just have to be patient. As I get farther along and grow a fitness portfolio I feel things might come a little easier. It’s like building a house. You need to start from the bottom and work your way up by doing the little things. Sooner or later you will step back and see that you have a pretty solid frame work in place. You then just build off of that!

JP: Understanding that we all learn from mistakes; what are some hiccups you’ve had in developing your brand and the lessons you learned from them?
DD: To be honest, I haven’t really had any big mistakes. I guess you could say that’s a bad thing because I haven’t pushed as hard as I should or need to. The biggest thing I have done is taking a much more proactive approach here in 2012. I have seen a lot of nice things happen so I’m looking forward to what the rest of the year will bring.

JP: What are some of the accomplishments you are most proud of?
DD: Two things I’m most proud of so far in the fitness industry. I had my first spread in Max Sports and Fitness February issue. I thought that was pretty cool. The second was winning best abs in the valley (Phoenix, Ariz) on a local Radio Station.  I submitted a photo and received the most votes so it’s nice to know people actually did that and I won.

JP: How have you leveraged the use of blogging and sharing websites to market yourself as a model and the company you work for?
DD: I just started doing more of that. I created a facebook page and have been putting health realted content on the site. I’m figuring out ways to grow that and spread the word about myself. It’s tough because there are a lot of well respected people out there that already doing this. Starting out as a nobody makes it much more difficult and challenging which is a good thing because it’s a) humbling, b) makes you learn more and c) makes you work harder and smarter. If I’m consistent and doing the right activities it will all work out!

We do a lot of things on the web with Jeremy Scott Fitness and that has really opened my eyes on how to run a successful social media page. You need to really engage your followers and provide quality content that drives traffic. People like to be involved or apart of something so if you can create an atmosphere where people feel involved you are doing a great job!

JP: What are some of the current goals you are setting for yourself in the fitness industry and how are you setting forth to achieve them?
DD: First and foremost I just enjoy the fitness industry as a whole. I like talking fitness, working out, eating healthy and looking good. This career path was made for me. My life has changed so much within the last 8 months I can’t even imagine where I’ll be 8 months from now. That excites me. I’m not the type to sit in an office from 9-5.  My number one goal is to continue to run a successful fitness company because that is what pays the bills and allows me to live and enjoy life.  On top of the business, I do have some goals that can provide more work and open up new avenues in the industry.

So with that being said I’d like to add 10-15 more lbs in the next 2 years and just become overall more fit. I’d also like to be involved with a supplement company. I feel that I can represent their brand from a marketing standpoint and can provide value if given the opportunity. I’d like to do print work in magazines and ads and hopefully some day I can land a cover.  With all of this it takes patience and perseverance and I’m going to continue to promote myself and “put myself out there.”

I’ve been fortunate enough to get to where I am today and I couldn’t have done it without all the family, friends, and contacts I have made. I look forward to what the future may hold!

Feel free to conntect with Dave Dreas on his Facebook Page.

James Patrick
www.jamesmpatrick.com

Steve Holman, Editor in Chief at Iron Man Magazine - Used with permission of Steve Holman

It is my pleasure to introduce you all to Steve Holman, the Editor in Chief of Iron Man Magazine. I’ve had the pleasure of having a few shots appear in the publication and working with Steve briefly over the past year and wanted to connect with him to to see what sort of advice he can offer to up and coming talents looking to get themselves into the print media. He talks about what should be in a pitch, what you should know about pitching to Iron Man, what should be on your website, as well as some of the new directions for the magazine.

James Patrick (JP): Originally, what got you into writing? What are some of the things you would write about early in your career?
Steve Holman (SH): My mother was a high school English teacher, and my father was the sports editor of our local paper. I didn’t have a choice but to go into writing. Of course, being a rebellious youth, I fought it. I was actually an accounting major in college for awhile, then finally switched to journalism. I also got a business degree, so I was very suited for the position at IRON MAN when it came along. In college I wrote a lot about weight training. I was obsessed. In fact, I remember one of my journalism professors telling me that I needed to get out of the gym. Luckily, I didn’t listen.

JP: How did your writing career lead you into being an editor and how did you come to be the Editor in Chief of what is one of the premiere men’s fitness publications in the world?
SH: I was graduating from the University of Texas at Austin with my second degree in business and was going to accept a position with the university. On a whim I had sent a resume to Iron Man because I knew it was in transition–that was in 1986 when John Balik bought the magazine from Peary and Mabel Rader. I remember John calling me at my apartment in Austin. I thought it was a friend playing a joke on me. He flew me out to California for an interview, and I got the job.

JP: You’ve been with IMM for quite some time. Could you describe what your typical duties are in any given day at the publication?
SH: I’ve been with Iron Man for almost 25 years. It’s a niche publication, so we don’t have a giant staff. That means I have my hands in almost everything–from creating ads, to laying out pages, to writing the cover blurbs, to creating the Contents pages. And, of course, I write my columns and the occasional feature, as well as books and e-books.

JP: What do you truly enjoy most about what you do at Iron Man?
SH: I really get lost in the writing. When I’m doing that, time flies. That’s when you know you’re in the flow. I enjoy writing to teach, help and inspire others. That’s pretty much my passion–as well as working out. It all ties together.

JP: A lot of my readers are talents who are interested in pitching themselves to publications for consideration. I’m sure you no doubt get plenty of pitches from writers, photographers and models. On average, how many pitches (e-mails, calls, letters, press releases, etc.) would you say you receive in a given week?
SH: I get sample articles and photos constantly. It varies from week to week, but I mostly get e-mails from people, usually competitors, who want to be featured in Iron Man.

JP: What are some things you see people do that stand out in a positive way?
SH: They make it turn-key for me–they provide me with a well-written article and quality photos; however, most of those we feature in Iron Man must be photographed by Michael Neveux, who also is part owner of the magazine. That makes it a bit more difficult because he has to approve of the subject look and then take the time to photograph them. Once that’s done, I can assign the story.

JP: Alternatively, what are some big mistakes you see people making a lot?
SH: The send crappy photos of themselves, which makes Mike Neveux think they are not worth his time.

JP: In your opinion, with your length of experience in the publishing industry, what are some tips you could give to modeling talents, or even photographers or writers, looking to pitch themselves to a magazine such as Iron Man?
SH: That goes back to the previous question and answer: Get professional photos taken, preferably by someone who knows physique photography.

JP: Onto some more specific questions about what should be included in a pitch; do you prefer talents attached photos in an e-mail, send a link to images or actually send physical copies of their photos?
SH: A few of the best photos in an e-mail is best–and if there is a link to more photos at a Web site, even better.

JP: How do you feel about cover letters from talents? Should they be included?
SH: Short ones, yes–and if there’s anything that makes the person different or interesting or they have a story of a problem they’ve overcome. They should think of what would appeal to readers of Iron Man, why we should feature them. They shouldn’t just present themselves as another one of the crowd looking for publicity.

JP: Same question with a resume, would you like to see that from talents as well?
SH: Not really necessary.

JP: If someone is meeting with you in person, do you prefer them to have a print portfolio or a digital portfolio on an iPad or tablet?
SH: Either works, but they should have something to leave with their image and contact info.

JP: If you are reviewing talent’s websites; what things do you want to see as an editor of a magazine, and what are some things that you definitely do not want to see?
SH: They should be easy to navigate. And the photos should be easily accessible. I don’t like when I go to check out photos and a slide show begins. I want to page through them at my own pace–and the photos should be large enough to actually see detail, not just thumbnails.

JP: How do you as an editor use social media to look up prospective talents?
SH: We have someone assigned to that at Iron Man.

JP: Could you give some DOs and DON’Ts to talents for social media practices?
SH: Not really my area, but friending me can help. If I like your look and story, I may refer you to Mike Neveux.

JP: Parting, are there any final comments you would like to extend to readers or things you feel they should know or that you would like to share about Iron Man?
SH: Getting into print is still a very big deal. It carries a lot more weight than just appearing on a Web site. Heck, who wouldn’t want to see themselves in the pages of Iron Man–or better yet, on the cover! We are also expanding the magazine to the digital world. It’s now available for the iPad and iPhone via Apple’s Newsstand. We’re excited about that and adding perks like videos and other multi-media to those issues.

James Patrick
www.jamesmpatrick.com

It was Saturday night around 8:30pm. For the past 15 hours I was barely getting by on eating cold tilapia and brown rice cakes without water. I stood shirtless in my red board shorts amongst a group of men’s physique competitors just off the main stage; just moments before being called out in front of hundreds of people.

My Fitness Journey - Before and After Photos

A few of the guys next to me dropped to the ground to get a few last second pushups in. Acting as if this was all routine to me, I followed their lead and did the same for a quick pump up.

I stood up and stretched out my neck and back. Then the announcer called out “Men’s Physique Class C.”

It was time.

THE BEGINNING OF THE JOURNEY
A few years ago I was in my mid 20s and had fallen prey to constant late work nights, nonstop traveling and extremely long periods of time without working out. I was just out of college and was working full time in a marketing job, building up my photography business and was actively involved in a bevy of professional organizations to which I sat on the board of most of them.

My days would start around 5am and I would be moving and working consistently till 10 or 11 that night. My meals were grabbed on the go and coffee became more plentiful that water in my diet. I ate heavy and was not shy about my alcohol intake.

I don’t recall there ever being a pause to notice that my weight was steadily increasing all the way up to 230lbs. Slightly ironic as I was pursuing a business in fitness photography.

Then came the punch in the gut. I had some routine blood work come back to show me just on the verge of being pre-diabetic. A disease which had drastically affected many of my family members. Also around this time I was watching both my father and my grandmother beat various forms of cancer in their bodies. And there I was, not taking care of myself.

THE FIRST RUN…
I still remember my first run to get myself back in shape. I was staying at the house of my girlfriend at the time and we agreed to go on a brisk mile and a half jog around her neighborhood in midtown. Within a quarter mile I felt the immediate fatigue, the tightness in my drastically underused muscles and the gasping for oxygen to replenish my exhaust from cardio. After three-quarters of a mile I felt the cramp creep up into my right side. I winced my eyes and focused as much as I could on my breathing. Upon completing the “short” run I nearly collapsed to the ground to catch my breath. My heart was pounding and I was in a significant amount of pain for the next hour as my body attempted to recover from the shock of what should have been a minor workout. I was terribly embarrassed and truthfully scared.

AND THEN THE SECOND…
The next morning I woke up and did it again. The pain was still there, but I noticed it was significantly less than the day before. Not going to lie, it still felt awful. But I did it again, and again, and again.

I called a friend of mine who was a trainer and began working out with them two days a week. She moved away and I immediately hired another trainer to keep myself moving forward.

In full discloser, I had a lot of dips during this period. I would catch a cold and that was an excuse to skip two weeks of working out. I would have a great week or working out and use that as a reason to spend a weekend of eating heavy as if it balanced out.

Nonetheless, I noticed my habits were slowly shifting. I was eating more often and smaller portions. The level of alcohol I consumed had decreased dramatically.

In this time I had shed 30lbs of pure fat and was starting to lean out my body.

THEN CAME THE CHOICE…
Originally it was a humorous muse. I was fully engrained into working with numerous competitive athletes on a regular basis in my photography business. I would joke about “someday” competing against them; although never really imagining I actually would. It is like when most people say they want to write a book one day, but 99% never do.

Then one weekend morning I generated my own tipping point. I was sitting at home one weekend on Facebook and realized that the only way I was actually going to do this, was if I made myself accountable for doing it.

I then entered in a Facebook post that I was going to start my journey to be a fitness competitor in an upcoming show. This was the late summer, early fall of 2011. The post generated a wealth of LIKES and comments.

Now… I had to do it. I created mass accountability for myself. All my clients, friends and family have now seen this.

SHOW PREP…
For a few months I continued to train myself to condition my body. When November came I began the process of dedicating myself to my diet and my training with a coach who had experience in prepping athletes for shows.

The transformation began. Each week I snapped a photo of myself and each week I saw my body gradually change. The midsection leaned out. My shoulders broadened. My face slimmed up. I began to see definition appear in my arms, shoulders and back.

My diet got cleaner each week as my workouts got more intense. The two months leading up to the show I spent about two-to-two and a half hours in the gym every single day. My energy was drastically depleted making working my two full time jobs a constant struggle and challenge.

I forced myself to put many of my side projects on the backburner. I even went so far as to step down from the board of directors of several organizations. I no longer had the mental or physical energy to get through it all.

The reality was that I made a bold claim I was going to do something. I had to see it through.

THE GOOD SIDE…
I was enamored by all the positives I pulled from it. I found the gym to be addictive. It became the routine of how I started each day. My perception on food shifted from desiring greasy fats to lean proteins, fruits, vegetables, and good fats. I now found great pleasure and value in something as simple as an apple. My state of affairs had changed dramatically from the previous year. I now had a fuller understanding of my body that I never did before. I knew how my body would respond to a workout and how it would react to certain foods. My perception on what I wanted versus what I needed to sustain had changed.

I now was doing everything from eating to training to sleeping with a purpose. I had an end goal and everything I put in my body or did to my body would get me closer or further away from that end goal.

THE DARK SIDE…
Anyone that has ever competed can attest to the difficulty of the process. Those that have not may not fully grasp that concept. I was the latter as I would watch so many of my clients and friends go through the process. I was confused when they get moody. I was perplexed when they claimed they had no energy or no time. I simply chalk it up to ignorance as I fully understood it when I put myself through the process.

My free time completely evaporated. I went weeks upon weeks without seeing, much less talking to my friends. My mood was sour constantly and I felt like I was always on edge and ready to tip over. My eyes were ready to close around noon each day and it was a struggle to keep myself awake long enough to get my work done before falling asleep as early at 7 on some nights.

The last few weeks dragged slowly. I knew there was an end in sight, I just didn’t think it was actually going to come. It was as if someone had turned my life into slow motion.

I got intensively nervous about my body and began to second guess the entire process. I look nothing like those other men’s physique competitors. Who am I kidding? I have no right to be doing any of this. I am going to look like a fool standing up on stage next to all these other guys.

It was the fourth quarter of this journey and I was on the verge of giving it all up. I was weak, I was tired, I was miserable.

THE BEST MOTIVATION BEFORE THE FINISH LINE…
I was having a very late work day. I finished a very long photo shoot and was foolish enough to book a business meeting right after. In the meeting was a friend and client Scott Keppel who owns Scott’s Training Systems in Chandler, AZ. Although I was not one of Scott’s athletes for the show, he offered a sentiment which I truly feel is what helped me power through the last leg of this adventure.

“Have you ever watched a marathon race?” Scott asked me.

I replied, “sure.”

“Did you ever look at the last person to cross the finish line in the race and say to yourself, that person is a loser; that person shouldn’t have even done this?” he asked.

“No of course not,” I said.

Then came the light bulb going on above my head as he said “the same can be said for these competitions. Whether you take first place, or last place, the reality is that you got on stage. The moment you get up there, you are a competitor and no one can take that from you.”

GETTING ON STAGE…
Right after the emcee announced that my class was about to get on stage I thought of Scott’s comment. I looked around me as I was competing with some friends and clients. I did a quick hand shake with a few, wished them good luck, smiled and got on stage feeling better than I did in the past four months.

I felt electrified, energized and excited.

Earlier that day someone asked me why I chose to do this and I was not fully sure how to answer them at the time (probably due to a significant lack of carbs in my brain). But the moment I was on stage I knew the reason why.

The reason is that I deserved to do this. I deserved to be health, to challenge myself, to complete, to do what I never actually thought I would do.

THOSE WHO HELPED ME IN THE JOURNEY…
There were several individuals who were instrumental in me begin able to get on stage. I wouldn’t have enough room to name every single one of you, but there are a few that I really need to thank from the bottom of my heart.

The first is Scott Keppel who gave me that small token of advice which was the last bit of fuel I needed to power through the show.

My great friend and business partner Kimberly Miller who was relentlessly supportive. She handled my constant mood swings in perfect stride, kept me on top of all my deadlines, was an amazing sounding board, picked up all the slack on our side projects like the podcast, and helped brighten my mood probably about every single day. Seriously could not have managed all this without her help.

My family for their support, for coming out to the show, and to my mom for making me that yummy diet-approved fish every week when I had dinner at their house. Also should note that both my mother and my sister each went through a body transformation themselves right around the same time as me; so I got to see their great progress in their health goals.

Tiffani Bachus who taught me the importance of listening to what my body needed on a day to day basis; over what I thought it wanted.

Dave Dreas for helping me mix up my cardio and weight training routines for a more effective workout.

Jay Dunfee for being a good mentor backstage letting me know what I could expect on stage, how to pose and more. True we technically competed against one another on stage, but he was extremely helpful and supportive off stage.

And thank you to everyone else who was constantly checking in on me to see how I was doing. Even if I didn’t always respond (also due to lack of energy) I did very much appreciate the fact you were thoughtful enough to keep me accountable for my goal. There are far too many names to list off, but a special thanks goes to Pamela Wilson, Patricia Gonzales, Kelly O’Horo, Kim Dolan Leto, Teri Simmons-Crenshaw, and my good friend Jason Black. There are many more of you out there – so thank you all as well!

THE HINDSIGHT AND LESSONS LEARNED…
One of my main goals was that I wanted to understand what my clients have to go through to prepare for these competitions. Everything from the training, to the diet, to the lovely-smelling spray tan, to getting on stage. I wanted to understand how it affected them, why they did it, why they would do it multiple times and so on.

Now that I’ve done it, I have a very full understanding of the desire to compete. To constantly challenge yourself to get better.

The best piece of advice I can offer from what I learned is to do this your way. Everyone (trainer, coach, athletes, etc) has their own perspective on the perfect diet, the right training, how to pose and so on. Find what works for you.

I would also like to second Scott Keppel’s sentiment that the moment you step on stage you become a competitor. Regardless to those of you who place first or last… no one can take away the fact that you did it.

Thank you all so much for allowing me to be a part of your industry.

James Patrick
www.jamesmpatrick.com

March 2012 Featured Talent Interview Chelsea Cruz

In October of 2011 I was working at the FMI Conference in Los Angeles and during the process of photographing various talent’s headshots I kept seeing this one person out of the corner of my eye. She was assisting another photographer who was shooting nearby; but there was something absolutely captivating about her. The moment she walked by I approached her (in the least creepy possible way) and asked if I could do some portraits of her. Thankfully she agreed (and didn’t think I was too weird for asking) as we snapped some truly beautiful headshots of her; one of which is shown here.

Since that time I’ve gotten to know a bit more about Chelsea Cruz as well as all the projects she is currently investing herself in. I chose to feature her this month as she has been developing some out-of-the-box marketing and branding campaigns that I would like to shrae with you all.

James Patrick: In looking at your resume, it is filled with a variety of activities from host work to dancing to modeling to being a writer. Which interest came first and how did it branch out so much?
Chelsea Cruz: Gymnastics was my first love! I began when I was about 10yrs old, and immediately was hooked on the physical challenge, discipline, thrill and performance aspect. As I grew older I was faced with the reality of training costs and future commitments, which led me to pursue another passion. At 14 I hurled myself into the world of dance. Dance was an easy transition since I had already learned the skills and technique required, such as body control, flexibility, and strength through gymnastics. Plus, I have always loved music so taking my tricks to the dance floor was a smooth transition.  Performing and competing in dance forced me to push myself to be the best. Being the best, meant training like the best. My drive and competitive nature led me to the gym. I wanted have the most powerful jumps, the highest kicks, fastest choreography, strongest balance, avoid injury, and of course be confident doing it all…

So I really had no choice but to educate myself on the proper way to build a body that could handle all of those goals. Learning the science behind developing a strong, healthy body inside and out was fascinating to me, and created yet another passion- my passion for fitness! I gained so much from training myself to reach my own goals that I wanted to motivate other to do the same. Along with personal training, writing was a great platform for me to start doing just that. My health and fitness articles are a great way for me to educate and encourage so many others on the importance and benefits of being active and fit!

JP: With so many various activities, what are some fundamental things you do to manage your time appropriately? As in, how do you not get overwhelmed or overextended?
CC: To be quite honest, I do get over extended at times. However I have learned to manage my time more efficiently by doing the following:

I always have a clear list of priorities in my life.
A. My Faith
B. My Husband
C. My Career
D. When it comes to managing several projects or jobs at once, it’s all about planning ahead. I try to take everything one day at a time, knowing that I prepared and organized enough to handle the tasks at hand.
E. I always weigh job offers with my goals or mission statement first. Even if it seems like a great gig, it may not be in line with what my ultimate goals are. I have learned that saying “no” to certain job offers or projects can sometimes benefit a career more than saying “yes” to everything. I look at it like I am turning down the “good” to make more time for the “great!”

JP: What are some techniques you do to market yourself; knowing that you do a lot of different things? Do clients like that you are so versatile, or has it prevented you from getting types of work you really want?
CC: I used to think that it was better to specialize in one thing and just be damn good. I still think this hold true for certain careers like maybe a brain surgeon haha… but in todays world, especially in fitness and entertainment, there are so many highly skilled people educated in multiple areas of expertise. If you can’t keep up, you might get passed up.  I prefer potential clients to know that I am versatile, dynamic and ready to delver. Not only can they count on me to demo exercises on camera, but I can write the script, clearly speak and educate the public on what I’m doing, edit the video and model for the pictures needed for advertising their product. I like my clients to know that I think about how their company will grow and how I can contribute in many different ways. Why hire five different people if I could do it all?!

JP: As a writer for the health and fitness industry, your work has appeared for Muscle and Fitness Hers Online, Body & Soul Magazine, exercise.com and more. Specifically, how have you used writing to grow your brand?
CC: Writing is a great way to build trust with fans and potential clients. As a fitness fan and reader myself, I wouldn’t buy into someone’s ideas or brand just because they are popular or act like they know it all. Before I can become and true fan or follower I want to be convinced that they 1- posses educated information to back up their articles and opinions, and 2- they actually have something beneficial to offer me through their product. Since this is what I expect as a fan, client or employee, I do my best to offer that to my fans, clients and colleagues. Writing allows me to express my opinions, share my experiences, and give informed, up to date information with so many people from different walks of life, which helps to expand my brand influence to a wider range of people.

JP: You recently were named the 2012 ISSA Spokesperson. Can you describe what the process was like to apply and what it took to get selected for that?
CC: The 2012 ISSA Spokesperson application process was a wonderful experience. The application was a detailed questionnaire regarding my fitness industry experience and affiliations, education, personality characteristics, and goals. Also required for this application process was a current ISSA certification, and two video submissions.

The first submission was a 5min video detailing my experience as an ISSA trainer, my reasons for wanting to hold the spokesperson title, and my future goals and plans if announced winner. The second video was a demonstration of my ability to teach, lead, and communicate the proper form and exercises to reach a fitness goal in a workout, using my training style, ISSA education and a current client. All together the application process was hard work, but absolutely worth every second!

JP: You’ve done a lot of online work from educational health and fitness videos to live webcasts. I’m curious to hear how you got into doing so much online work and how you feel it has benefitted your career; especially the video work.
CC: In today’s digital world, the internet is an invaluable asset and resource for personal and business advancement. So when Clark Bartram told me about an opportunity to get involved with a brand new online company, Exercise.com, I had to jump on it! I have always been a hard worker trying to do everything to the best of my ability. When I book a job, I always walk in with the mindset that this gig is also another audition. I try to think ahead to what’s next, or how I can turn one opportunity into five new ones. I make sure to let my employers know that I am always ready to work and have plenty of great ideas to help advance their company. I have a special place in my heart for the people who have given me a chance to shine, and I love finding ways to give back and grow together.

That mindset helped me build relationships with my co-workers and superiors allowing me to become part of their team. I am always thinking of opportunities and ideas that would be mutually beneficial to the company and myself. This has opened so many doors and allowed me to expand my online influence to multiple platforms.

JP: I know you’ve done an abs DVD and did both video and web advertising for another fitness company. What are some of the strategies you’ve used to market yourself to these types of clients?
CC: My strategy for marketing myself to potential clients is based on my people loving personality. Most of the jobs I book have been from relationships built from past gigs. I do my best to stay in touch with people I have worked with, or for in the past by supporting their current endeavors and keeping them posted of what I am currently involved in and capable of. I try to always be prepared for prospective clients and jobs by having pictures, videos, and a positive web presence to advertise what I have done in the past and am currently involved in. Networking has also played a large role in helping me secure new jobs. Reaching out to people through friends, family, co-workers, current and past clients is a great way to connect and branch out to new opportunities.

JP: Overall, what are some marketing techniques and branding techniques you’ve found to be very helpful in your career?
CC: I am using 3 different approaches to marketing myself to new clients.

1-    Through the use of my online media: Facebook, Twitter, Youtube channel, and personal site.

2-    Networking with other fitness professionals as well as past co-workers.

3-    Maintain and develop relationships with current employers.

My branding technique is fairly simple. I have found that when it comes to developing a brand, consistency is key! I always keep my goals in the forefront of my mind when doing photo shoots, writing articles, shooting video, and hosting. I have found that continuously reminding myself of the goals I want to achieve, and the standards I will maintain while achieving them, helps me to stay consistent in my image, job choices, and overall brand.

JP: Flipside, what are some things you’ve learned were either a waste of time for you or did not have enough return on your investment?
CC: I believe every experience in life, good or bad, can be an opportunity for learning and growing. Every conference, job, shoot, or class I have participated in I took away at least one tool or gem of wisdom that I had not had before. However, there are definitely some experiences with a much better return on investment than others. For example, I attended a conference which featured speakers highly immersed in the entertainment and hosting industry. Talented businesswomen were there to speak on their experiences in the industry and the wisdom they have gained being in their position. Although the conference was fun and I was able to glean their unique perspective on several issues in entertainment, it was unfortunately not the highly informative conference session I paid for.

JP: Can you explain a little about what The Cruz Movement is and how you’ve incorporated that into your marketing strategy?
CC: The Cruz movement is an exercise program I created and developed through exercise.com. It includes daily workouts following my exercise videos, as well as custom meal plans, and online trainer support from me! There are only 24 hrs in a day, which limits the number of clients I can help. The Cruz Movement allows me to take on countless new virtual clients at the same time, throughout the course of a day. There could be anywhere from 1 person training with me on The Cruz Movement, or 1,000 or more at one time. I want to motivate and teach people how to live life to its fullest, and programs like The Cruz Movement allow me to reach out to a much larger audience. Online training gives me a platform to reach out and market my brand to a demographic of people that may not be able to reach with gym training. There are so many people out there who do not enjoy going to the gym, or working out in public, so this is their solution. For people who may not be aware of who I am or what I am about, The Cruz Movement it a great way to build awareness and give a little sneak peak into my training style and image.

JP: What are some upcoming things we can expect to see from you?
CC: I am so excited for this year, and have so much planned! I just got back from The Arnold Classic in Columbus, Ohio doing interviews with fascinating fitness personalities and working with the ISSA team! I will also be with the ISSA at the Olympia in Vegas later this year! You also can expect tons of educational and motivational health and fitness videos on my YouTube channel and other online media. I am also working with the Pink Method Program, through Exercise.com, and am hoping to team up with CBS, the Dr. Phil Show, and QVC in developing and selling a workout DVD for the PINK Method members. I will continue to write fitness related articles with inspirational photos and videos to back up the content! Who knows, there might even be a Chelsea Cruz siting in one of your favorite fitness magazines! Overall, I have lots of fun and exciting things going on this year, and will be a very busy bee! But I can hardly wait to see what all of the hard work reveals and develops into!