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Rebranding Exercise to Connect with Business

by Anne Spencer | Mar 13, 2013

For immediate release:

March 13, 2013

Rebranding Exercise to Connect with Business

Fortune 500 Marketing Strategist Heather Wilson to Explain How Fitness Pros Can “rebrand exercise” to Empower Business 

LAS VEGAS – Everyone knows exercise is good for you, but how can fitness professionals motivate people to make exercise part of their long-term lifestyle? Heather Wilson, a lifestyle expert and  integrated marketing strategist, will explain how empowerment, self-esteem and quality of life factor into exercise habits at the American College of Sports Medicine’s 17th annual Health & Fitness Summit & Exposition

How can fitness professionals motivate a population that is increasingly stressed, a trend that is leaving them more frustrated and less happy?  Breaking through to clients in today’s culture of sedentary behavior is often challenging when many individuals perceive exercise to be hard and cite lack of energy as a primary obstacle.  The answer may lie in connecting the emotional benefits of exercise with an improvement in health and well-being.  Helping clients understand that exercise can improve self-esteem, boost energy levels and empower them can translate personal health into a better outlook for the rest of their day-to-day lives.

“In today’s busy culture, many people -- particularly women-- feel guilty for taking time for themselves to exercise,” said Ms. Wilson. “Showing clients that they need to put themselves first and how exercise can help them gain more control of their health, provide stress relief and improve their self-esteem can help them not only establish life-long exercise habits, but also improve their life

Fitness pros can transform the way they communicate to “re-brand” exercise, Wilson explained. For many clients a focus on happiness, empowerment and quality of life can create significant change in their lives. Trust, safety and manageable goals are also key factors to success, particularly when working with non-exercisers. Targeted branding can help trainers build their reputation and a connection with customers. Most important, building an authentic, compassionate, and honest approach to communication can go a long way to developing a trusted relationship with  clients which may help them to integrate exercise into their lives over the long-term, versus the traditional approach stressing discipline and time-management

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ACSM’s Health & Fitness Summit & Exposition runs through March 15 in Las Vegas. For more information or to arrange an interview, contact 702-946-2042 Annie Spencer at aspencer@acsm.org or Lauren Johnson at ljohnson@acsm.org.

The American College of Sports Medicine is the largest sports medicine and exercise science organization in the world. More than 50,000 international, national and regional members and certified professionals are dedicated to advancing and integrating scientific research to provide educational and practical applications of exercise science and sports medicine. NOTE: Information presented at the Summit represents the professional opinions of the presenters and does not necessarily reflect the official position of the American College of Sports Medicine.

The American College of Sports Medicine supports the 10 Criteria for Responsible Health Reporting as articulated by www.HealthNewsReview.org.

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