Becoming A Better Fit Pro

B e c o m i n g a B e t t e r Fi t n e s s Pr o f e s s i o n a l
Becoming a Better
Fitness Professional
Get Better Results
Build a Better Reputation
Make a Better Living
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Introduction Page 1
Chapter 1: Establish Your System Page 2
Chapter 2: Add Products and Services to Your System Page 9

Chapter 3: Systemize Your System Page 14
Chapter 4: Read, Write, and Present Page 20
Chapter 5: Make Downtime Your Coaching Time Page 25
Chapter 6: Start Every Client with “Before” Photos Page 30
Summary Page 33
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introduction
Personal Trainer, Nutritionist,

or Fitness Professional?
The role of a fitness professional has changed dramatically over the past decade. Even the name “fitness
professional” is relatively new, often encompassing personal trainers, nutritionists, dietitians, and other
fitness-related coaches and experts.
Not that long ago, personal trainers were expected to design an effective and safe exercise program and
speak only about exercise with their clients.
Nutritionists and dietitians were expected to develop easy-to-follow meal plans based on the food pyramid
or other standard recommendations, paying little attention to what research was suggesting about
nutrition, and seldom considering the overall fitness goals or exercise program a client was following.
This single-minded focus didn’t serve anyone well. It also left clients with mediocre results.
Today’s fitness professional is no longer a “rep counter” nor a meal planner. Today’s fitness professional has
a much larger responsibility and must have a more holistic picture of a client’s needs.
Today’s fitness professional has the opportunity to help turn the tide on the growing rates of obesity and
metabolic dysfunction.
Today’s fitness professional is more of a necessity than a luxury. They’re guides to help bring people’s
bodies back to the health-promoting state they were intended to be in.
This e-book is intended to help change your vision of how valuable your role is. It is also intended to help
you increase your income and capitalize on product and service opportunities your clients need and may
already be paying for.
Fitness professionals can deliver life-changing, even life-saving experiences to their clients with the right
knowledge and tools. Understanding how to make your role more of a business also helps ensure you’re fairly
compensated for the incredible experience you deliver.
Some of the contents may not be applicable for fitness professionals who work for large fitness organizations.
In fact, they may have an advantage with a number of these ideas, because the company they work for
may already have some of these things in place.
Whether you’re an independent fitness professional, a full-time employee with one of the large and
prominent fitness organizations, or your business is somewhere in between, I hope you find something in
the following chapters that makes you better.
Better at delivering results. Better at building your reputation. Better at making a living in this life-changing
industry.
Tom Nikkola
Vice President | General Manager
ThorneFX
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c h a p t e r o n e
Establish Your System

What makes you unique as a fitness professional? If I was considering
hiring you, what would you offer that others wouldn’t?
These are important questions to consider. Chances are, you have the answers, but
it may be difficult to convey what makes you different.
I’ve found that fitness professionals who crack the code on their brand are able to
do so because they follow some type of system.
The average person who is considering hiring a fitness professional comes in with
the assumption that they’re either buying exercise instruction from a personal
trainer or meal planning from a nutritionist or dietitian.
You can wow them by explaining how your system delivers consistent results
because it addresses lifestyle, nutrition, and exercise in a methodical process. They’ll
quickly see that you offer more than a single part of the overall process.
What Does A System Entail?

At a minimum, a health, fitness, or performance-based system must address a
client’s exercise, nutrition, and lifestyle needs.
If you were to simply explain how your program involves these three critical areas,
you would immediately set yourself apart from the majority of personal trainers.
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The ThorneFX fitness philosophy has been developed with an understanding that
these three components are critical to each person’s long-term success.
But we have taken it a step further. Each component or phase of a program should
include a way to address nutrition, lifestyle, and exercise habits.
But we also took a step back and asked, “If we’re going to address nutrition, exercise,
and lifestyle, what are we trying to accomplish with these three components of
fitness?”
From that question, we established the four priorities of a health and fitness
program, each of which has a nutrition, lifestyle, and exercise component:
1. Monitor and manage health

2. Optimize recovery
3. Improve body composition
4. Enhance training or event performance
I’ll walk you through the ThorneFX system, which you can claim as your own or
reference ThorneFX.
You may also decide to take some of the ideas and craft your own. The most
important thing is that you can explain a logical process for helping your clients
achieve success.
Monitor and Manage Health

Not long ago, it was impossible for fitness professionals to gauge a client’s health
with the assessments that were available.
Today, objective assessments are more accessible than ever. Blood tests offer the
most objective data available about a client’s health status.
As a fitness professional, you’re not trained to diagnose anything from a lab test,
but you can use the information to help guide your lifestyle, nutrition, and exercise
recommendations. When a client has lab measures outside normal ranges, you can
be the biggest influence to make sure he or she sees a doctor.
In the past, fitness professionals might have had a client who did everything right,
but struggled to lose weight, only to find out down the road that the client had a
dysfunctional thyroid.
We had male clients who struggled to gain any appreciable level of lean body mass
even though they trained hard and ate well, not knowing they had low testosterone.
We had female clients who loved their post-workout sweets as much as they loved their
group fitness classes, who didn’t know they had elevated blood sugar levels. They looked
lean on the outside which made them assume they were healthy on the inside.
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The bottom line is that a truly healthy client is far more likely to get results than a
client who has a dysfunctional metabolism. The only way to know whether they’re
healthy is through lab testing.
For those who are not healthy, identifying it is step one. Getting help is step two.
It’s much better to identify the problems and have a client get healthcare advice at
the beginning of the program than after they spent a lot of time and money on a
program that achieves subpar results.
Monitoring health requires lab testing.

Diabetes and Insulin Resistance
Glucose
Blood sugar
92 Managing health requires that a fitness professional, and sometimes a healthcare
Insulin 3.3
professional, actively support a client’s/patient’s needs.
Blood sugar storage horm...
Hemoglobin A1c
Blood sugar
4.4 A fitness professional can play an important role with lifestyle, nutrition, and
LP-IR SCORE 33
exercise support. Sex hormones, thyroid, blood sugar, lipids, inflammation, nutrient
Predicting risk of insulin
deficiencies, and other components of metabolism are all influenced by exercise,
Reproductive Hormones
nutrition, and lifestyle.
Estradiol 22.4
Main female sex hormone
Luteinizing Hormone 4.8

So, in our system, step one is to monitor and measure health, which begins with
Sex hormone
comprehensive lab testing.
Testosterone (free) 12.4
Unbound Testosterone
Testosterone (total)
Steroid hormone
815 Then appropriate actions are put in place to ensure each client achieves optimal
DHEA-S
health, so that he or she can recover, improve body composition, and enhance
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DHEA Sulfate (androgen)
performance.
SHBG 74.2
Sex Hormone Binding
If you want to take your health and Optimize Recovery

performance to the next level, you need to
equip yourself with the right information. The second priority in our system is to optimize recovery. Obviously, this is much
ThorneFx Performance lab testing package easier to do when someone has a solid base of health.
includes important biomarkers for performance
hormones, advanced nutrients, and metabolism.
Recovery is important not only following training sessions, but also in dealing with
the normal stresses of daily life.
Unfortunately, all too often, personal trainers focus on beating their clients up with
training sessions.
They smile as their clients wobble down the stairs after a session. They love hearing
about how difficult it was to sit down on the toilet the next day.
Most alarming is this often happens after a client’s first session, not after they’ve
had experience with training.
A true fitness professional understands the damage this can do to an inexperienced

client.
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Rather than putting such a large amount of stress on a client out of the gate, our
system focuses on the importance of properly preparing a client for an increasing
level of physical stress by putting all recovery strategies into place.
From a nutrition standpoint, recovery strategies include consuming a higher

amount of protein, increasing micronutrient intake with lots of vegetables, and the
use of a high-quality multivitamin and fish oil, and drinking plenty of water.
Lifestyle modifications for enhancing recovery include choices as simple as sitting

less or moving more, to getting a massage or using an ice bath or taking a hot bath
with magnesium salt.
Exercise modifications include adding active recovery workouts or using other

exercise programs like Pilates or yoga.
There are multiple ways recovery can be improved. In selecting nutrition, lifestyle,
and exercise choices, these choices should:
Reduce stress
Enhance blood flow
Increase nutrient availability
Increase quantity of sleep
Increase quality of sleep
Limit inflammation
Balance hormones
Support immune function
Support digestive function
Can you see how the simple, four-part system can be tailored to a client and
modified in dozens of different ways?
Improve Body Composition

Most experienced fitness professionals have seen dramatic results in clients who
simply clean up their diet and begin exercising. If the first two priorities, managing
health and optimizing recovery, have been addressed properly, there’s a good
chance that a client will have achieved some significant improvements in body
composition.
Body composition can be improved by increasing lean mass, decreasing body fat,
or both.
We see the improvement of body composition as a big advantage for most athletic
competition as well.
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A long-distance runner who doesn’t need
to carry around an extra 15 pounds of fat is
going to be a faster runner.
A running back with an extra five pounds of

muscle will likely have more power to drive
through a defensive line.
Unfortunately, all too often, people focus their

program on fat loss rather than lean mass gain.
Gaining lean mass improves strength, helps

provide more muscle to control blood sugar
levels, enhances bone density, and provides
more muscle to coordinate movement with
aging.
Many nutrition choices that are important for

health and recovery also result in fat loss. A
shift in the diet from processed carbs to more
fibrous vegetables, protein, and healthy fats,
more water, and an increase in micronutrient
intake have an important role in improving
body composition.
To achieve ultra-low body fat levels, more

structure might be necessary, such as
carbohydrate cycling, the use of cyclical
ketogenic or low-carb diets, or other options.
Lifestyle factors such as improving quality

of sleep, taking naps, or spending less time
sitting can further impact body composition.
With exercise, the use of high-intensity interval training for some, and lower intensity cardio
for others may be appropriate. Modifying training volume and intensity, shortening rest
periods between sets, and the use of more compound movements are a small number of the
possible choices that can be made with exercise.
What you might notice with each of these choices is that a stricter diet or a more intense
training session can add more stress to the body. Hence, the importance of addressing
recovery strategies before adding this extra stress to the body.
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A solid body composition program should:
Enhance fat mobilization
Increase protein synthesis
Decrease protein breakdown
Increase heat production
Reduce food cravings
Support blood sugar & insulin management
Optimize sex and thyroid hormone function
Enhance Training or Event Performance

Chances are, any athlete or weekend warrior who has gone through the first three
priorities will already be performing at a level they have never performed at before.
There are still additional steps that can be taken to enhance performance during
training. Of course, increasing the intensity means adding more stress. Adding
more stress means that recovery strategies become even more important.
The type of training or event one is participating in determines what strategies

should be used for optimizing performance.
Those performing in a short-duration, high-intensity event may need to fully harness

their available glucose and glycogen, and even ramp up their nervous system.
Others may need to combat the effects of stress during a longer-duration training
session or event.
For event or training performance enhancement, one’s lifestyle habits can set them
up for success or failure, but when the workout or sport begins, there’s little lifestyle
can do.
Much of the acute performance-enhancing effects come from nutrition and

supplement choices.
To enhance performance, a program should:
Reduce feeling of fatigue
Reduce build up of lactic acid

Modulate acute cortisol production
Enhance sympathetic nervous system activation
Improve availability of glucose (anaerobic events)

or fatty acids (aerobic events)
Stimulate mitochondrial biogenesis

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Business Building Exercise
The four-part ThorneFX fitness system is a great way to develop a client’s program.
However, you may have some other ideas in mind. Remember that your system
not only helps you stand apart from other fitness professionals, it also helps you
organize your programming into a methodological process.
Use the following questions to help you contemplate your personal system:
nzx What do I need to provide my clients if they’re going to

brag about the results they get with me?
nzx Where are some areas I can add value to a client’s program
that they’re not expecting?
nzx What are the most common obstacles I’ve had with getting
my clients the results they were looking for?
nzx What do most people expect of me when they hire me?
What would they expect of me if they knew it was critical
to their success?
nzx Aside from my own personal workouts, what kind of
system have I created for myself to stay fit, healthy, and
performing well? Have I created a way to communicate
that to my clients?
nzx If your clients are talking to their friends about how good
you are at getting people to their goals, how do you do it?
You may have a system in place already and never considered putting it on paper.
This is a great way to differentiate you.
If you like the ThorneFX system, use it as your own. If you have other ways to
convey your process, do so.
Just make sure it’s simple for people to understand and your system addresses
more than just exercise.
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c h a p t e r t w o
Add Products
and Services to Your System
The majority of fitness professionals I’ve worked with over the years HATE selling. If
they could, they would train people for free. They also tend to avoid recommending
products and services that cost their clients additional money.
While it is noble to avoid selling something you don’t believe in, I’ve found this fear
actually becomes a disservice to clients when it comes to products and services
that can actually help them.
For a fitness professional to really understand whether a product or service is

appropriate, it takes some self-eduction and an investment of time to find the
answers that clients often ask.
If a fitness professional goes through the work of identifying products and services
that are appropriate for a client, and that fitness professional has the opportunity to
earn money from it, why wouldn’t he or she do so?
As a matter of fact, most clients expect that if they are going to buy something
recommended by their trainer or nutritionist, then the trainer or nutritionist is
going to be compensated in some way.
The key question to ask is, how would you maintain credibility, offer products and
services beyond one-on-one sessions or group sessions, and make some extra
income?
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Use Your System
The key to make logical use of other products and services is to tie them into the
system we talked about in the previous chapter.
If part of your system involves a focus on recovery, then think about what your
clients need to do to improve their ability to recover faster between workouts.
Do they need to move more and sit less? If so, do you have a favorite activity
monitor to recommend?
If they need to get more sleep, do you have a favorite device or app that can help
them track their sleep? Do you have supplements or evening habits that you can
hold clients accountable to following?
Your responsibility is to do everything in your power to hold clients accountable to

make the right choices.
Lifestyle
What else can you do beyond asking your clients about how much sleep they get
or how much time they spend stuck behind a desk?
In recent years, there has been an explosion in activity and lifestyle monitors. Fitbit
dominates the market, but you can expect that each year will bring new devices to
the market.
As a professional, you must maintain an awareness of what’s available and figure

out how some of the best technology can help you hold clients accountable, which
makes you a better trainer or nutritionist.
Movement and sleep are obvious lifestyle factors that can be tracked with devices.
What about stress? Could you hold a client accountable to using an app like
Headspace, which is a popular meditation app?
Joel Jamieson’s Bioforce HRV system is another easy-to-use piece of technology to

help identify whether your clients are recovering as planned.
Bioforce HRV system for measuring recovery
Bioforce measures heart rate variability, identifying how sympathetic or
parasympathetic dominant an individual is on any given day. With that information
you know whether to turn up or turn down the intensity of the training.
There are a number of other tools, apps, and systems you can find useful for various
clients.
If you’re unsure where to start when investigating wearable technology, check out
the Wearable Tech Database.
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Of course, you don’t have to always rely on technology for holding clients
accountable. Sometimes a simple notebook and pen work just fine as well. Beyond
tracking habits, be sure you have a solution for clients to get periodic lab work
done. As discussed earlier, this is key to ensuring they’re getting healthier on the
inside, not just looking better on the outside.
Exercise
What products or services could you bring to your clients to make their workouts
more effective?
A heart rate monitor is obvious. Higher-end heart rate monitors allow you to
program workouts for your client so you can be on their wrist with them even
when you’re not there in person.
What else do clients ask you about related to exercise?
Do you have a preferred water bottle that doesn’t spill when you sip from it on the
elliptical and doesn’t contain BPA? Set it up on your website’s online store through
Amazon.
Do clients ask you about your favorite shoes or workout apparel? Call it out on your
website. Even if you don’t make anything from the referral, you instantly add value
as the go-to person for all their fitness needs.
You may even have clients who become interested in setting up an in-home gym.
Do you have a favorite brand of strength equipment like Rogue Fitness? What
about some quality cardio equipment like Life Fitness?
The point is, you can add value and expertise with a small amount of awareness
about products your clients might start asking about.
Nutrition
The unique thing about nutrition is that food and supplements are consumed
every day. If you can provide a solution in these areas, you have the opportunity to
create an ongoing business.
In some cases, it requires very little effort once your clients get set up with what they
need. Nutritional supplements are probably the easiest way to create an additional
revenue stream. Most people already use supplements, but there’s a dramatic
difference in quality from what they find at the local nutrition store compared to
what’s available through professional brands like ThorneFX.
Your reputation is always on the line with products you recommend, so be cautious
of any brand you represent.
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We created ThorneFX for this specific reason. We wanted to build a product line
that fitness professionals could have total confidence in. Not only do we put the
most efficacious ingredients in our formulas, in dosages that make a difference,
No wheat, gluten, we also don’t add anything that could compromise the quality of the products.
There’s no magnesium stearate, carageenan, artificial flavors, colors, sweeteners, or
corn, yeast, egg, a number of other potentially problematic ingredients.
artificial colors,
artificial sweeteners, Beyond supplements, what else might you be able to provide to add more value
for your clients?
artificial flavors,
carageenan, Could you use an occasional training session to take them shopping instead of a
workout? Could you provide them with 20 easy-to-make recipes to help them stay
magnesium stearate, on their program?
palmitic acid, or
stearic acid. One word of caution on nutrition. I think one of the most common statements
clients make to their trainers is, “If you could just cook for me.” While this idea
sounds good, it is a LOT of work. It can also be a legal risk. If you start cooking
for a fee, you will be forced to follow commercial regulations which could mean
overhauling your kitchen or using a commercial kitchen for food preparation.
Doing this on a part-time basis is probably not the best use of your time.

Grab a pen and paper and answer the following questions:
nzx What are the ten most common questions or requests

you get from your clients?
nzx For each of the ten answers above, what are three
different ways you could assist a client? It doesn’t matter
if you’d earn something from every one.
nzx Next to each answer from #2, give each one the following
rankings:
nzx Ease to implement: 1-easy, 5-very difficult
nzx Impact for clients: 1-high, 5-very low
nzx Income opportunity: 1-high, 5-none
nzx Go back to your list one more time and find the items
with the lowest total scores when you add up the three
numbers. That’s where you should start.
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Remember, business grows by either getting more customers or having each
customer purchase more than they had in the past.
If you have clients who shop for supplements at retail stores, they’re probably
buying low-quality products, which is a disservice to their goals, and you’re giving
up an income opportunity.
If you have clients who get frustrated over what they should be eating, you’re doing
a disservice by not pointing them toward easy nutrition choices and recipes.
If you have clients who stay up late at night and sacrifice sleep, you need to figure
out how to hold them accountable.
Remember, your job is to get results for your clients and to earn a respectable living.
If you’re a personal trainer, you’re responsible for a lot more than just exercise. If
you’re a dietitian or nutritionist, you’re responsible for a lot more than just meal
planning.
As your thinking expands about what you’re responsible for, you’ll begin to see the
income opportunities expand as well.
Your job is to get results

for your clients and to earn
a respectable living.
If you’re a personal trainer,
you’re responsible for a lot
more than just exercise.
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c h a p t e r t h r e e
Systemize Your System
I hope the first couple of chapters expanded your thinking about the role you play
in your clients’ health, as well as the way you should view your fitness business.
The advice and recommendations you make each day are opportunities to provide
solutions your clients will see as a greater value in your services, and it makes an
additional income opportunity as well.
In essence, what you’ve done in the first two chapters is built a brand. You’ve
answered the questions “Who are you?” “What do you do?” and “What makes you
unique?”
If you’re going to be able to tell that story to a larger audience, in an easy way, you’re
going to need a website.
A well-designed website gives you the means to articulate what makes your
business unique.
It also allows you to conduct business.
A website gives you a place to share information and education, but it also allows
you to create a storefront so clients can easily purchase products and services from
you.
A website allows you to offer the products and services that fit within your system
to the clients and followers who want to use your system.
A website allows you to “systematize your system.”
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Your Website
Some of you reading this manual might not remember the days of using a phone
book. Today, the easiest way to find or learn about a business is through the web.
Websites can be designed and built for very little money. A basic site on Wordpress
can be designed and set up to go live with your first blog post in a single day.
If your budget allows, it’s a good idea to work with a design or development
company, but it’s not a requirement. However, there are some best practices that
should be implemented.
You can be up and running quickly, and your website should be viewed as your
most important “brochure” about your business.
It’s an expectation that professionals and companies have a quality website that
outlines who they are and what the company is about. That helps satisfy curiosity
the first time someone comes to your site, but you also need to consider how you’ll
keep them coming back.
That’s where value adds, such as free information on a blog, or guides to your
favorite products, become useful.
Your website also quickly becomes your store for your clients.
Most fitness professionals don’t want to deal with the headache of ordering and
managing inventory. They’d prefer to just have clients purchase products featured
on their website and get a commission for the referral.
If you have a large facility and want to carry inventory, you certainly can, but it isn’t
necessary.
So how do you systematize your system with your website?
Jason Lengstorf, founder of Copter Labs (who developed the ThorneFX website)
has this to say about building a killer website that helps you build your reputation
and income:
Your Website is Your First Impression

In many situations, the very first point of contact between your business and a
potential customer is online.
Someone will hear about your business, and the first thing they’ll do is search for
you online.
This means that your website is effectively a member of your team: an online
receptionist-slash-salesperson.
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At the very least, a potential client needs to be able to answer a few basic questions about
your business:
What kind of business is this?
What are the hours?
The address?
The phone number?
What kinds of services are available?
Would a person like me fit in here?
How do I start?
If I’m a potential client, and I find your business, but can’t figure out how to get in touch, that
makes me think you’re hard to work with – before I’ve ever spoken to anyone on your team.
First impressions will shape every action and thought a client has about your business, and
that’s critical to understand if you’re looking to attract high-quality clientele.
Online, your website is your storefront.
If you come to a new restaurant and the sign is sloppily hand-painted, the specials are
misspelled, and it’s hard to find the front door, you’ve probably already made up your mind
that this business is crappy before you ever get inside.
There might be a five-star chef inside, but if your first impression is that the business is low-
budget and carelessly run, you might never actually make it to the part where you get to
taste the chef’s world-class menu.
Contrast that with a restaurant that has a clean exterior, a welcoming entrance, and a stylish
menu; first impressions say that this place is going to serve you something tasty, so you’re
much more likely to sit down and give the food a try.
If your website is low-quality or, worse, non-existent, it sends the message that your business
Jason Lengstorf is low-quality or out of touch with the modern world.
Founder, Copter Labs
Choose Content Over “SEO”

One of the most common requests we get at Copter Labs is for “better SEO”. Understandable.
Of course the goal is to get your site featured higher in Google results.
However, things have changed in the last few years. Google is no longer letting people
game the results; content is the driving factor.
What does this mean?
It means that “SEO” is actually “producing content that people want to read” these days.
In addition, search engines are becoming less and less dominant with the rise of social
sharing. Facebook shares and links posted to Twitter are the primary sources of traffic on
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nearly every one of our clients’ sites, which means the focus should be less on SEO
and more on sharability.
Besides, by writing great content that gets shared, you’re boosting your SEO
anyways. It’s a win-win situation.
Don’t Overcomplicate Things

It may seem far too complicated to move online. Doesn’t a website mean setting
up email marketing and managing social media and checking conversion rates and
optimizing splash pages and managing ad campaigns?
Absolutely not.
All of that stuff can happen in due time. At the start, though, you don’t need any
of it. You don’t even technically need a blog; you could just have your company’s
contact details and a professional presentation of your services – which requires
zero effort on your behalf after it’s set up.
Online marketing is a spectrum. Start with just creating a good website, then worry
about all the other stuff when it’s time to worry about that stuff.
Robertson Training Systems website,

designed by Copter Labs
ThorneFX Affiliate
Invest in Your Success

With a website that forms a positive first impression of your business, you have a
better shot of converting site visitors into leads, and leads into paying clients.
It seems like a “catch 22” that you need a great website to attract clients but you
need clients to afford a great website.
That’s true, but only to a certain extent.
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First, consider how much business is being left on the table if your website isn’t
converting visitors into clients.
How much is a client worth to you? At $150/month, a single client adds $1,800/year
to your bottom line.
If your website gets 100 unique visitors each month and you’re not hearing
from any of them, that’s a lot of potential income slipping through your fingers.
A new website is A new website is an investment, but if it brings you just one new client each month,
that means you start year two with an additional $21,600 on top of what you started
an investment, but with in year one.
if it brings you just With just one new client per month at $150/month.
one new client each
A website with 100 unique visitors each month only needs a one-percent
month that means conversion rate to make that reality. This is very reasonable to expect with a quality
you start year two website. There’s a reason they say, “you have to spend money to make money” – it’s
absolutely true.
with an additional
Even if you can’t afford a fully customized site, there are good options for getting a
$21,600... website up quickly that meets basic needs without spending thousands of dollars.
For example, Copter Labs just released FitPress, a fitness marketing website
platform that allows you to get your services, products, and business information
up on a quality website in a couple hours.
Look as Good as You Are

Don’t let your website hold your business back. With very little time investment,
you can make your website into a sale-creating asset that brings you business,
rather than a headache that you have to apologize for to your prospective clients.
Client acquisition is vital to any business’s long-term success, but without having
tools and systems in place to make it easy for new clients to find your business and
get in touch, client acquisition can become a huge time-drag, which gets in the
way of actually running your business.
Taking the time and making the investment in a quality website for your business
will help bring in new business, save you time by answering basic questions about
your business, and make you look as good online as you are in person.
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Hopefully you’re convinced of the importance of a professional-looking website for
your business. The following steps should get you on the path toward building a
bigger and better brand.
Identify your audience. Write down exactly who your typical

client is. The more you try to appeal to “everyone,” the more
your website will appeal to “no one.”
Identify your bandwidth. It’s easy to get caught up in the need

for blogging, social media, responding to comments, and
still managing your clients. Before you begin your website’s
development, you must be clear about how much you can
commit to on your website.
Get as much help as you can afford. If you’re just starting with
a site that tells prospects where you are and who you are, you
should still do it in a way that looks awesome.
Go into this with a long-term vision. You don’t have to build an

audience of thousands of followers overnight. Remember that
the primary purpose of your website is that when someone
hears about your services, and they Google you, they find
what they were hoping for – a professional fitness business.
There are a variety of ways to get up and running on your own with a website, and
you can do it with very little cost.
However, remember that you’re a fitness professional, not a graphic designer or a

web developer. If you spend 40 hours getting a mediocre looking website up, when
someone else could get it done in a day with a lot more pizzaz, you’re wasting your
time and money.
Take the hours you’d spend working on your website and do more training sessions
instead.
While we used a more customized approach to web development with Copter

Labs for ThorneFX, their new FitPress system appears to be one of the best options
available for fitness professionals to position themselves as “Fitness Professionals”
online.
We’re not getting anything in return for making the recommendation for FitPress,
we just really like it and haven’t seen anything else like it.
Learn more about FitPress here.
19
c h a p t e r fo u r
Read, Write and Present

Each morning when I check my Feedly account, I have a collection of about 150
new research articles, blog posts, and news items related to nutrition, exercise, and
other health-related topics.
We have access to the latest content in ways we’ve never seen before. I can’t imag-
ine what I’d miss if I were to step away from the internet for a year.
At the same time, many of the basics of nutrition, exercise, and lifestyle are timeless.
It’s just that emerging research reinforces what we already know.
A lack of sleep can be deadly. So can excessive stress.
Dietary choices are the most common controllable factors in health problems.
Sitting too much is really bad for you.
The core of the message is rarely earth-shattering. However, the findings from re-
search are often so powerful that when we have access to this information, it can
act as a tipping point to get clients to change their behavior.
At the same time, the media does us little service with single-sentence headlines
that often present a different message than what the latest research actually shows.
To be seen as a leading expert, it’s important to stay on top of the latest research
and media information being passed around. Even if you’re not interested in it, your
clients are exposed to it every day.
You probably already realize that your advice competes with your clients’ friends
and co-workers, with daytime TV personalities, magazine covers, and a number of
other questionable sources.
20
Reading every day is a common practice of leaders in every industry. While this is a
great first step, writing and presenting take your level of expertise to a whole new level.
Full-Time Fit Pro, Part-Time Blogger

You learn a lot from what you read, but when you have to teach, it takes your un-
derstanding to a totally new level.
You don’t need to be the world’s most renowned expert in metabolism to write
about it. When you choose to write about a topic, you tend to look at the topic from
multiple angles.
Blogging, or even creating an occasional guest post for your favorite website might
seem like a daunting task if you’ve never written anything before, but it’s very much
worth the effort.
Often, fitness professionals learn new topics at seminars, in books, or online, and
they excitedly try to tell their clients what they’ve learned.
They end up with a “clinical” condition called “diarrhea of the mouth.”
They try to repeat the intricate details of the research they just learned and end up
speaking well over a client’s head.
Rather than motivating them to change, they turn them off with the complex
information they share.
Writing forces you to create something specifically for your audience to under-
stand. If your audience is the general public, which is the same audience as most of
your clients, you have to write clear, concise content in simple language.
This process of forcing you to take complicated concepts and simplify them makes
you a better fitness professional when you’re talking with someone face to face.
From Writing to Presenting

If you can write an article in an easy-to-understand way, there’s a great chance you’ll
be able to speak about that topic as well.
Delivering an effective seminar to a live audience is the best learning experience of

all. You have to understand the material, you have to deliver it in an engaging way,
and you have to be prepared to answer questions and change direction based on
the feedback and questions from your audience.
I’m always surprised by how few fitness professionals offer free seminars. When I
was training, it was one of my best lead-generation opportunities.
21
I found that half of the people who came to one of my seminars would ask to do a
consultation. Half of those who did consultations signed up for products and ser-
vices, including training sessions. How cool is that?
My goal was to get 20 people into a seminar, and I almost always ended up with
five doing training plus some ordering other products and services.
The more often I presented, the more confident I became in the topics I’d speak
about.
Whether you work in a large fitness center or you’re an independent trainer, look for
opportunities to speak in front of groups.
Objections to Writing or Speaking

You might already be filling your head with reasons why these ideas won’t work.
Most who write or present faced the same objections at some point. Let me briefly
touch on them.
• 1 • I don’t know enough

You’ll never know “enough.” That’s why you have such a strong thirst for more
First, never forget that you have come knowledge.
further than some others on the
highway of life, and the lessons you However, you know more than the people who want to read your articles or
have learned are helpful and valuable listen to you present.
to others.
You have experience they don’t. You’ve read materials they haven’t. You have
Second, never forget that experts are stories they’d love to hear that will educate and inspire.
students first and that you can go re-
search any topic and become an expert You will probably never have all the information you’d like on any topic. But
in that area, starting now. you can take the information you do have available and share your opinion
of what it means and how it impacts people’s health.
Third, never forget that people listen to
those they trust, respect, admire, and In fact, I would run away from any “expert” who claims to know everything
follow — they listen to role models. about a subject. With science, there is little that’s definitive.
Don’t let a fear of not knowing everything about a subject keep you from
– Brandon Burchard
sharing what you do know, especially if it’s regarding a topic you have a lot
New York Times bestselling author of experience with.
Pick topics you’re passionate about and you’ve spent time studying. You’ll be
surprised by how well-received your content becomes.
Brandon Burchard, author of The Millionaire Messenger offers this great

advice in his book...
22
• 2 • I’m not good at writing
I bet at one point you weren’t good at squats and lunges. The first time
you tried a deadlift you probably looked like the Hunchback of Notre
Dame with constipation.
It’s okay. You only learn from practice. Just start writing.
Write your first piece and share it with a couple of friends or clients, asking for
their honest feedback. Talk to someone who’s great with grammar and have
them take a look.
Remember that an article or blog post is not a research paper or a chapter in

a textbook. It should have a human element. It should sound like your voice.
It may have some imperfect grammar.
Provided it’s professional and relatively easy to understand, it’ll be all right.
• 3 • I’m afraid of talking in front of people

The fear of public speaking is real. Many people would rather try sky diving or
face some other terrifying task than speak in public.
Let’s think about this, though. Do you have any trouble presenting material
to someone when it’s one-on-one?
What if a couple wants to meet with you or train with you. Do you have any
trouble sharing advice with two people?
Have you been out with a group of friends and spoken about fitness or nutri-
tion in front of several of them? Was it scary? Probably not.
At some point between talking with a couple people about fitness, and
talking with a large group, we reach a threshold where speaking becomes
uncomfortable.
First, that nervousness will probably never go away. If it does, it’s a sign you’re
bored with speaking, and that’s a bad thing.
Second, remember that people in the seats in front of you came to hear
you speak. They took time out of their schedule. They took time away from
friends, family, and work to learn something from you. They respect you.
They’re not expecting a polished motivational speaker. They want someone

who is authentic to help them work through their challenges.
Whatever your topic is, the people who show up for your seminar want to
learn what you know about that topic.
23
I’ve presented in front of two people and two hundred people before. No
one shows up to challenge what you know on the topic, they show up to
learn what you know.
• 4 • I don’t have anything new to offer

Yes, you do! You have a personal story that’s worth sharing. You have clients
you’ve worked with who struggled with the same issues your audience is
struggling with. You have explanations that might sound similar to others,
but they’re from someone your audience hasn’t heard before. You.
You probably have friends or family members who’ve asked you for advice
in the past. Time and again, you offer it to them, only to realize they don’t
respond to your advice.
Then they hear someone on TV say the same thing, or they read about it in
another magazine, and they respond as though they’ve never heard it before.
There are people in your audience who may have heard the same thing be-
fore, but it’s you saying it now, not someone else. Even if you’re sharing the
same thing, it’s with your unique point of view.
When it comes to written content, it’s easy to dismiss common topics, such as
the importance of eating more protein in the diet, the value of fish oil, or the
negative effects of excessive cardio.
These topics seem second nature to fitness professionals, but not to their cli-
ents, prospective clients, blog readers, or seminar attendees. Often this infor-
mation is brand new to them and it often contradicts conventional wisdom.
When you share new insights with others, you are seen as an expert, even if
that information is hardly new to you.

The conversations you will have this week with your clients can be an easy way to
come up with subject matter for an article or a presentation.
While you’re training your clients, make a note of some of

the important topics you discuss with them. If they ask you
questions, write each one down.
Ask each of your clients this question: “If I were to offer a

seminar, what topic do you think you and your friends would be
interested in learning about?”
At the end of the week, review your two lists. You’ll probably see some topics that
you know well, and you would enjoy talking about. Those are the best topics to
start with.
24
chapter five
Make Downtime
Your Coaching Time
If you work in a fitness center, you probably have a consistent rhythm in traffic. You
likely have a morning, lunch and evening crowd. You might have a lot of traffic
mid-morning when stay-at-home parents come in. You probably have utter chaos
in the evenings when people come in after work.
Even if you’re an independent trainer, you probably have a similar ebb and flow to
your schedule.
Over the years, I’ve noticed this roller coaster-like day of fee-based (read income
producing) time and fee-less time can become a great frustration. During the lulls,
there isn’t enough time to go do something fun, but the gaps can be long enough
to leave you feeling bummed out you aren’t making money.
What if you could turn these slow times into income-producing time without a
client meeting you face to face?
With today’s technology, Google+, Skype, FaceTime, and other programs have
made connecting “face to face” easier than ever, even when you’re not in the same
room.
For most of your clients, the impact their nutrition can have can be more significant
than their exercise program.
Have you ever tried to talk to a client between sets of squats about how important
it is to eat more vegetables and protein? Have you tried telling them about your
favorite supplement when they’re in the middle of a set of sprints? It might be a
time-efficient way to share nutrition support, but it’s of little value.
25
When your clients are available to train, it’s best to focus on training.
What if you tried talking to your clients about their nutrition and lifestyle habits
when you can have their undivided attention? It could be that you connect with
them while they take a break at work. You may even be able to get them to take
a walk wherever they are while they talk with you. They’d get some movement in
while also getting some nutrition and lifestyle support.
John Berardi Nutrition coaching is without a doubt the most under-utilized opportunity a fitness
Co-Founder, Precision Nutrition professional has. No one would argue its importance, yet rarely do fitness profes-
sionals offer a systematic method to offer such coaching. Even most dietitians I’ve
worked with over the years don’t have a systematic process for nutrition coaching
that can be turned into a lucrative business model.
Precision Nutrition is the leader in nutrition coaching services. I’ve always been im-
pressed with their programming because PN has built one of the most effective
coaching programs in the world, and they offer a certification based on the very
method they’ve used to get such results.
John Berardi, co-founder of Precision Nutrition, and part of the ThorneFX ad-
visory team, has this to say about what makes the Precision Nutrition model so
successful for fitness professionals:
As a trainer, you already know that exercise alone isn’t enough to create real change
in clients. Everyone knows nutrition is just as important, if not more important.
Indeed, when training and nutrition are integrated into a client’s program, they get
up to 3 times the results. In other words, if they want to lose body fat, instead of
losing only 5 pounds in the first few months, they can lose 15 pounds, or more. All
by adding good nutrition to their exercise routine.
Do I even need to say, for your clients, and for your business, that this can be game
changing?
Precision Nutrition’s “My Plate” But here’s the thing. Just giving occasional nutrition tips between sets, or chatting
for 5 minutes at the end of a session, is not enough. Even providing top-notch nu-
trition packets and information doesn’t cut it.
There’s only one way to consistently and reliably help clients do better with their
nutrition. And that’s by having a nutrition coaching system. At Precision Nutrition,
we have a 4-step process:
1. Assess
2. Advise
3. Measure
4. Adjust
Here’s the cool part: not only does this model work with nearly every type of client,
it also becomes another full service you can offer prospects. And you can offer it a
few different ways.
26
Face-to-Face Coaching
One of the best methods to begin incorporating nutrition coaching into your practice
is to offer face-to-face nutrition coaching sessions. Many of our PN Certified fitness pros
have done this a few ways.
Let’s say you train with a client 3 times a week. Well, then
every two weeks, or every 6th session, you’d replace a
workout with a nutrition coaching meeting.
Instead of replacing a training session every two weeks,

you could also just add a 7th session every two weeks for
nutrition coaching.
Of course, you could also offer nutrition coaching

independent of nutrition. So you could meet with a client
once every two weeks and follow-up by phone or email in
between.
These sessions should be built on PN’s four-step model above. During each step, there
should be an assessment or some measurement, a discussion, and some adjustment.
And, just like with training, there should be a regular format for these meetings. Both you
and your clients should know exactly what to expect during each one.
Web-based Coaching
As a fitness professional you really should have a website to promote your services. Even
if you work as part of a team, this website can allow you to share training and nutrition
ideas while also attracting new clients.
At Precision Nutrition, we’ve coached nearly 30,000 clients through our website. And,
whether you want an exclusively online business or not, you could easily follow our lead
and supplement your income with online training.
But when will you find the time? Well, as a trainer, you probably see most of your clients
at certain times of the day. Possibly early morning (before clients start work) and eve-
ning (after they get off work). This leaves the time in between to cultivate this additional
business. And since the online model offers greater flexibility, it might be perfect for your
schedule.
Options for online coaching include:
Email consulting
Sending daily or weekly nutrition tips
Sending bi-weekly habits for clients to practice
Collecting and analyzing food photos and/or records
Setting up individual coaching calls by phone, Skype,
Google Hangout, etc
Setting up group coaching calls by phone, Skype,
Google Hangout, etc. 27
With many of the online tools available today – like Acuity Scheduling, Google
Apps, Boomerang, and Skype, etc. – there are many ways to automate your coach-
ing while still delivering a great client experience.
But Don’t Forget To Coach

There is one catch to all this: to facilitate true change, you can’t just share informa-
tion with clients. You have to learn how to really coach.
When working with clients, you must:
Listen to their needs and what they want to accomplish

Learn how they live
Discover what’s really important to them
Work together to create the right nutrition and exercise
approach; personal and unique, based on their goals and
lifestyle
Coach them through the process; helping with the
inevitable roadblocks along the way to success
That’s real coaching. And few fitness professionals ever learn how to do it right.
Learn How To Coach

A lot of fitness pros are starting to figure this out: learning real nutrition coaching is
the key to transforming your clients, and your business. And the coaches who don’t
learn this will be forced out of the business in the next few years.
If you want to learn more about offering coaching, then you’ll really benefit from
Precision Nutrition’s free 5-day course just for fitness professionals.
In it you’ll learn the secrets of the world’s best coaches, including:
What nutrition advice you can actually give

How to get clients to follow that nutrition advice
How to assess your client’s nutrition needs
How to devise a nutrition plan based on that assessment
What stats to measure and exactly how to measure them
How to optimize a nutrition plan based on those stats
Click here to get started with the free course.
28
Business Development Exercise
If you’ve always relied on one-on-one training or sold meal plans as your primary
service offering, you need to think differently about your role as a fitness profes-
sional.
At your core, you’re responsible to help people become more healthy and fit and to
perform better. You are an educator and motivator. You have to share why people
should change and then keep them accountable and inspired to do so.
Look at your schedule for the upcoming weeks and identify

regular gaps in your schedule.
Add up the number of hours you think you could be

coaching, at your current one-on-one rate, and consider
the potential income you’re leaving on the table.
Sign up for the Precision Nutrition 5-day free course.
While it’s possible to come up with your own version of a phone-based or online
coaching program, if another group has already built an effective model, why
should you?
If you’re like most fitness professionals, you’ll get back the cost of the program in
the first couple weeks you offer coaching sessions. Not only that, but you’ll get your
existing clients to their goals faster and with more consistency.
You are responsible to help people

become more healthy and fit and to
perform better. You are an educator
and motivator.
29
c h a p t e r s i x
Start Every Client with “Before” Photos

You’ve broken the ice with your new client. He or she has opened up to you about
frustrations with how they feel or look. You’ve assured them you’re the right person
for the job and won them over with your professionalism, enthusiasm, and expertise.
You’re ready to start scheduling their sessions and talk about how the program will
unfold. But before you get started, you explain that you want to take some photos
of them. In fact, the more revealing they are, the better. Awkward isn’t it?
To me, having clients take “before” photos was one of the most difficult requests I
made. I knew that many of them had a hard time looking at themselves in the mir-
ror. They often said that during our consultations. Asking them to take a half-naked
photo was a difficult request.
As difficult as it is, taking a “before” photo is one of the most powerful “exercises”
your clients can do. Whether you decide to take the photo, or a friend or family
member takes it, just be sure to get it done.
A “before” photo creates a number of opportunities.
“Before” Photos for Your Client

A “before” photo is a visual reminder of the commitment your client has made to
you and to himself or herself.
It’s a memorial that marks the internal struggles they were facing the day they first
met with you to create a program.
It’s a powerful reminder of why they need to stick with the program when motiva-
tion fails and other issues of life get in the way.
30
When they have their “after,” the “before” photo serves as a consistent reminder
of why they don’t want to fall back into the habits that led them to you in the
first place.
The stark difference between the “before” and “after” photo makes the “after” photo
even more powerful. It gives your client something to show off, to be proud of.
The more often they show others the difference, and talk about how much bet-
ter they feel with their new life and body, the less likely it is that they’ll end up
back where they started.
I’ve not found anything more powerful than putting the “before” and “after”
photos side-by-side into a single image for your client to keep with him or her.
“Before” Photos for You

Maintaining a catalog of “before” and “after” photos is one of the most powerful
marketing tools you have.
A dentist shows off the “before” and “after” effects of their work on teeth.
A construction company shows off the “before” and “after” photos of home
remodeling projects.
I’ve not found anything
And weight loss products, programs, and companies show off the “before” and
“after” photos of their participants. more powerful than
Obviously, many products in the weight loss industry are junk, and it is tempting putting the “before” and
to stay away from one of the marketing approaches they use. However, keep in
mind that they use the power of “before” and “after” photos because the images “after” photos side-by-
work.
side into a single image
People tend to portray themselves in those images and feel hope and excite- for your client to keep
ment that they may be able to look and feel like what they see in those images.
with him or her.
If you’ve never made it a habit to get a “before” photo from every client, start
now with the clients you have.
If you see yourself as a career fitness professional, then you’ll work with
hundreds, if not thousands of people during your career.
Some clients will be with you for a short period of time. Others will become
lifelong friends or even business partners.
Ten years from now, not only will you have an enormous library of testimoni-
als, but you’ll have a collection of photos from people whose lives are forever
changed from the time they spent with you. Often, your life will be changed in
some way as well from each person you work with. It’ll be pretty cool to have
their photos to look back at someday.
31
Precision Nutrition’s
Lean Eating 2014 Winner
Beyond reminiscing about who you’ve worked with, you’ll assemble a powerful list
of “before” and “after” photos to share with other prospective clients. You can have
photos you can highlight on your website (with their permission). You’ll have an
incredible gift to give back to your clients.
The quality of your photos will determine how versatile they are for use on the web
or for printed use in a testimonial binder.
If possible, use a white background and bright, natural light. The white background
makes it easy, with the help of a little photo editing software, to put two images
side by side and make them look like they’re in the same photo. Some extra white
space leaves room for adding any other text you’d like to the photo as well.

Setting yourself up for success with great “before” photos will take some re-
search and investigation. You don’t need a photography studio or a $5,000 cam-
era, but you should find an area where you can get consistently good photos.
Identify a location where you can regularly take progress photos. Ideally, the area
should be well lit because using your flash will tend to wash out the images. A
white background is preferable but not required.
Grab a friend or another fitness professional to practice

taking photos. Note the ideal distance away from the wall,
the perfect spot to stand, etc.
When taking photos, try to leave some extra space to the

right or left of the individual so you can add text on top of a
photo when you want to. You also need to consider a picture
size and shape that will fit your website or Facebook. To
optimize a photo for Facebook, it should have proportions of
1.9:1 width-to-height.
Take several photos. Eventually you’ll get an eye for exactly

the type of image you want, but don’t worry about taking
several photos each time.
Once you’ve built a library, and you have some great “before” and “after” photos,
make use of them to promote your services. You can also have the “before” and
“after” photos professionally framed as a gift for your clients. That is a pretty cool gift!
32
chapter seven
Summary
I hope this e-book sparked some ideas to help you grow your business, in terms of
success with clients, reputation and income.
There are a number of other ideas not covered here. However, more ideas aren’t
always better. The only ideas and suggestions that matter are the ones you take
action on.
Start with some of the suggestions made in the previous chapters. As you become
proficient in those areas, then start looking for new ideas.
As you build your business and begin looking for mentors and coaches to take it to
the next level, consider becoming a member of Net Profit Explosion (NPE). NPE is
“most known for helping coaches master ‘the business’ of fitness.”
Remember that while it’s noble to maintain the objective of serving others, you still
need to provide an income for yourself and your family if you have one. As your
income rises, you’ll find your level of professionalism will also improve.
If becoming part of the ThorneFX Affiliate fitness professional network sounds like
a good idea, then we’re confident we can help you by providing best-in-class prod-
ucts and services. If we don’t fit your business model, no problem. But stop in on
our blog from time to time and check out the latest content.
Whether you’re a ThorneFX Affiliate or not, we are confident the articles on our
blog will help you and your clients along their way toward better health, fitness,
and performance.
To your success in health and business!
33
co n n ec t w i th us
For Pros, By Pros
Facebook: facebook.com/ThorneFX.Fitness
Google+: google.com/+thornefx
Twitter: twitter.com/thornefx
Email: info@thornefx.com
Phone: 844.847.6339
ThorneFX.3.10.2014

Becoming A Better Fit Pro

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B e c o m i n g a B e t t e r Fi t n e s s Pr o f e s s i o n a l

Chapter 1: Establish Your System Page 2

Chapter 2: Add Products and Services to Your System Page 9

Chapter 4: Read, Write, and Present Page 20

Chapter 5: Make Downtime Your Coaching Time Page 25

Chapter 6: Start Every Client with “Before” Photos Page 30

Personal Trainer, Nutritionist,

Establish Your System

What Does A System Entail?

1. Monitor and manage health

Monitor and Manage Health

Monitoring health requires lab testing.

Luteinizing Hormone 4.8

If you want to take your health and Optimize Recovery

A true fitness professional understands the damage this can do to an inexperienced

From a nutrition standpoint, recovery strategies include consuming a higher

Lifestyle modifications for enhancing recovery include choices as simple as sitting

Exercise modifications include adding active recovery workouts or using other

Improve Body Composition

A running back with an extra five pounds of

Unfortunately, all too often, people focus their

Gaining lean mass improves strength, helps

Many nutrition choices that are important for

To achieve ultra-low body fat levels, more

Lifestyle factors such as improving quality

Enhance fat mobilization

Increase protein synthesis

Decrease protein breakdown

Increase heat production

Reduce food cravings

Support blood sugar & insulin management

Optimize sex and thyroid hormone function

Enhance Training or Event Performance

The type of training or event one is participating in determines what strategies

Those performing in a short-duration, high-intensity event may need to fully harness

Much of the acute performance-enhancing effects come from nutrition and

To enhance performance, a program should:

Reduce feeling of fatigue

Reduce build up of lactic acid

Enhance sympathetic nervous system activation

Improve availability of glucose (anaerobic events)

Stimulate mitochondrial biogenesis

nzx What do I need to provide my clients if they’re going to

For a fitness professional to really understand whether a product or service is

Your responsibility is to do everything in your power to hold clients accountable to

As a professional, you must maintain an awareness of what’s available and figure

Joel Jamieson’s Bioforce HRV system is another easy-to-use piece of technology to

What else do clients ask you about related to exercise?

Business Building Exercise

nzx What are the ten most common questions or requests

Your job is to get results

It also allows you to conduct business.

A website allows you to “systematize your system.”

So how do you systematize your system with your website?

Your Website is Your First Impression

Online, your website is your storefront.

Choose Content Over “SEO”

What does this mean?

Don’t Overcomplicate Things

Robertson Training Systems website,

Invest in Your Success

That’s true, but only to a certain extent.

Look as Good as You Are