SCW CEO, Sara Kooperman, Presents for Alliance Fitness in Brazil

By Sara Kooperman, JD

For 40 years, fitness professionals across the U.S. have had the opportunity to hear Sara Kooperman, JD, speak on hundreds of health and wellness topics, but for the first time, she presented in Brazil, South America.  The SIGA – International Gym Management Seminar invited Ms. Kooperman to present not one but three lectures focused on client retention, marketing, and fitness trends. Not only did she do three workshops, but she also presented at the Personal Training Summit the following day. 

Marcos Tadeu, the Director of Alliance Fitness, recognized Sara as one of the most influential women in American fitness, and her lessons about dealing with personal clients and investors are not to be missed. She is an expert on keeping clients in the gym and customer management.

All of this took place June 22-23 at Facultade Uniguacu Sao Paulo, Brazil.  This 16th International Seminar on Academy Management was exclusive to over 100 live participants and 100+ more watching via Zoom.  This fantastic educational experience was sponsored by ABC, Core Health & Fitness, and TotalPass.  Sara presented three separate business-focused topics.

Retention and Loyalty for Gym and Studio Customers

Did you know that 72% of people who stop using your gym are new customers? It’s important to engage these customers within the first 90 days of enrollment. In this fun and educational session, we’ll take a closer look at staffing needs, customer engagement, marketing options, financial incentives, leadership strategies, and tracking metrics that will lead to greater retention.

Low-Cost Marketing for Growth and Profitability

Explore ways to take your business to the next level with effective, strategic, and cost-effective marketing. Discover your unique market position, develop pop-ups, postcards, social media posts, emails, text messages, e-newsletters, and expand your social media presence. Learn from this entrepreneur who started in a 3rd-floor apartment and created a multi-million dollar company.

Trends in Fitness Offers and Programs

In this educational workshop, learn how to attract prospects, retain customers, and increase gym awareness through event planning strategies that are simple and easy to implement. Walk away with a FREE marketing formula, sales modeling techniques, and practical roadmaps for attracting and keeping your toughest customers. Perfect for owners, directors, and managers, this workshop teaches how to attract, pre-qualify, and confirm attendance, thus reducing absences and making sales at all fitness events.

About the Author: Sara Kooperman

Sara, CEO of SCW Fitness Education, WATERinMOTION® & S.E.A.T., is a visionary leader who has transformed the fitness education community. A successful business owner and advisor, she is a keynote speaker, published author, podcast presenter, and sought-after industry trailblazer. Sara has a unique ability to share her passion and devotion towards fitness education through her humor, enthusiasm, and her effervescent no-nonsense personality. She serves on the Gold’s Gym Think Tank, was a founding board member of the Women in Fitness Association, is on the canfitpro Advisory Council, is a proud inductee into the National Fitness Hall of Fame, and an active member of ACSM. Sara currently served on IHRSA’s Headlight Committees for Facility Standards and is a panelist on the IHRSA’s talk show, Talks & Takes, and has left an indelible mark on the fitness industry.

canfitpro Trends Report for 2024

By canfitpro

Even though 2024 is half over, the predicted top 10 health & fitness trends from canfitpro are in full swing. Whether you are a Group Ex Instructor, Personal Trainer, or Facility Manager, this list helps organize and guide programming and scheduling for all demographics and abilities. 

Here’s a quick summary to help carry you through the rest of 2024.  Consider reading the full article from the January/February canfitpro Official Magazine for more details.

  1. Active Aging/ Older Adult Programs
  2. Functional Fitness
  3. Mental Health & Stress Management Programs
  4. Active Recovery & Regeneration
  5. Group Fitness Classes/Programs
  6. Personal Training
  7. Mind Body Programs
  8. Upskilling
  9. Online Personal Training/Fitness Classes/Wellness Coaching
  10. Meal Planning/Preparation, Food Preferences, Fasting, Nutrition Programs

Why is Liability Insurance Crucial for the Self-Employed?

By Lindsey Lessard
Courtesy of Alternative Balance

In today’s dynamic and competitive marketplace, being self-employed comes with a range of benefits, including autonomy, flexible working hours, and the potential for higher earnings.
However, it also comes with its own set of risks. One of the most significant risks that self- employed individuals face is liability. This is why liability insurance is so important.

UNDERSTANDING LIABILITY INSURANCE

Liability insurance is designed to protect individuals and businesses from the risk of being sued for negligence or other claims. It covers legal costs and any payouts the insured party would be responsible for if found legally liable. For self-employed individuals, this type of insurance can provide coverage in situations where a client or third-party claims that your actions caused them financial loss, bodily harm, or property damage.

Protection Against Financial Ruin
One of the most compelling reasons for self-employed professionals to invest in liability insurance is the protection it offers against financial fallout. Legal battles are not only time-consuming but also incredibly costly. Without insurance, the financial burden of a lawsuit could easily bankrupt a small business or individual entrepreneur. Liability insurance helps ensure that legal fees, court costs, and potential settlement payments do not come out of your pocket, allowing you to continue operating your business without catastrophic financial strain.

Enhancing Credibility and Professionalism
Having liability insurance can significantly enhance your credibility and professionalism in the eyes of clients and partners. Many clients, especially those in corporate or larger sectors, require proof of liability insurance before entering into a contract. This requirement ensures that they are protected in case something goes wrong. By having this insurance, you demonstrate that you are a responsible and trustworthy professional who takes risk management seriously. This can give you a competitive edge in securing contracts and fostering long-term business relationships.

Comprehensive Coverage for Diverse Risks
The nature of self-employment often means dealing with a wide range of risks depending on your industry. For instance, a doula faces different risks compared to a self-employed fitness instructor. Liability insurance can be tailored to cover industry-specific risks. General liability insurance typically covers bodily injury, property damage, personal injury, and advertising injury claims. For those in professional services, professional liability insurance (also known as errors and omissions insurance) can provide coverage for claims of negligence, misrepresentation, or inadequate work. A tailored approach ensures that you are protected against the specific risks associated with your profession.

You can read more information about the differences between general and professional liability coverage in this previously posted blog article.

Legal Requirement and Contracts
In some professions and jurisdictions, liability insurance is not just recommended but mandatory. For example, certain trades, healthcare professions, and consultancy roles require proof of insurance to legally operate. Even where it is not legally mandated, many clients and contracts will require proof of liability insurance as a prerequisite for doing business. Failure to comply can mean missed opportunities and potential legal issues.

You can read more about the legal requirements of liability insurance in this previously posted blog article.

Liability Insurance Means Peace of Mind
Running a business is stressful enough without the constant worry of potential lawsuits. Liability insurance provides peace of mind, allowing you to focus on what you do best – running and growing your business. Knowing that you have a safety net in place means you can take calculated risks and innovate without the paralyzing fear of legal repercussions. This mental freedom can be a significant boost to your productivity and overall business success.

Conclusion
Liability insurance is a critical component of risk management for self-employed individuals. It offers protection against financial losses due to lawsuits, enhances your professional credibility, provides comprehensive coverage tailored to your specific industry, and offers invaluable peace of mind. Whether it is a requirement or a voluntary safeguard, investing in liability insurance is a prudent decision that can protect your business and personal assets. As the self-employed sector continues to grow, the importance of being adequately insured cannot be overstated. By securing liability insurance, you ensure that your entrepreneurial journey is both protected and poised for success.

If you have additional questions, please email us at [email protected] or give us a ring at (800) 871-3848 Monday-Friday 9am-5pm EST.

Want more insurance tips and information? Check out our other monthly insurance blog posts! New posts are uploaded during the first week of every month. If there are any specific topics that you’d like us to touch on, please shoot us an email at [email protected]!

New to AB? Are you a holistic healer, or wellness practitioner? Check out Alternative Balance for business insurance, business resources and collaboration of 14K like-minded professionals!  Learn more at our YouTube channel here!

It’s None of Your Business…It’s All Of It!

The webinar talk show and podcast you’ve been waiting for is just around the corner.  Join Sara Kooperman, JD and her colleagues, Mark Harrington Jr., Debra Strougo, Emma Barry, and Mike Wuest, MBA. as they kick off the first episode of a business panel in collaboration with ClubAutomation, zenplanner, and SCW Business Summit.  YOU DON’T WANT TO MISS THIS.  Mark your calendar for June 27 from 3pm-4pm ET and get registered for an hour focused on Successful Strategies for Plan for Summer.

8 Things You Need for Better Gym Lead Generation

Courtesy of Club Automation

Gone are the days when flyers, newspaper ads, and word-of-mouth were the primary tools for attracting new gym members. The shifting landscape of gym lead generation has rendered these traditional tactics insufficient.

A new generation of fitness enthusiasts have emerged, characterized by their tech-savvy nature and reliance on digital channels for information and social interaction. Remarkably, 81% of consumers conduct online research before making an online purchase. To remain competitive, gyms must embrace digital strategies to connect with leads where they’re most active.

While the means of attracting and retaining members have evolved, the core goal remains the same: to provide an exceptional experience for your members. A strong digital presence is how you accomplish that. Modern fitness enthusiasts begin their journey in the digital realm, searching for gyms that both meet their fitness needs and resonate with their lifestyle. This is where the art of digital marketing becomes crucial.

A well-designed website, compelling social media presence, and strategic online advertising are the digital handshake that brings leads to your gym. A strong online presence makes an immediate connection with leads, assuring them that your gym understands and caters to the contemporary fitness journey. From virtual tours of your facility to interactive class schedules and mobile app integrations, the use of technology can significantly enhance a lead’s experience from the outset.

8 THINGS YOU NEED FOR BETTER GYM LEAD GENERATION

The top three organic search results earn 69% of all clicks and only .63% of Google searchers click on a result from the second page. With the competition for clicks so fierce, you need to rise in search results and increase your gym’s visibility.

Your SEO, Google Business Profile, paid search advertising, website, and social media presence are your gym’s digital real estate. Each of these platforms offers a unique opportunity to showcase what sets your gym apart and connect with leads at different stages of their journey. In this section, we’ll explore how to use each of these channels and make your gym stand out as the ideal choice when leads search for options online.

1. SEARCH ENGINE OPTIMIZATION

The number one organic search result sees 19x more clicks than the top paid search results. Search engine optimization (SEO) ensures your gym stands out in the crowded online space when leads search for fitness options.

The power of SEO lies in its ability to claim the top spot in search engine rankings, establishing your gym as the premier choice for fitness enthusiasts. A high ranking on search engines like Google instills a sense of credibility, trustworthiness, and authority compared to other local options.

But how do you harness the full potential of SEO? It starts with enriching your website with relevant keywords and SEO-driven content that resonates with leads.

When choosing keywords:

  1. Think Like Your Members: What terms would they use to find a gym?
  1. Use Local Identifiers: Include location-based keywords relevant to your area.
  1. Highlight Unique Offerings: Include keywords related to special classes or amenities that set your gym apart.
  1. Keep it Simple: Choose clear, straightforward keywords that reflect your services.
2. GOOGLE BUSINESS PROFILE

Since geographic modifiers significantly influence Google search results, your gym’s Google Business Profile is a pivotal tool for reaching local leads. 97 percent of search engine users have searched online to find a local business. When potential leads search for fitness options in your area, an optimized Google Business Profile acts as a compelling snapshot of what your gym has to offer.

Optimize your Google Business Profile with these tips:

  1. Complete All of the Information: Ensure every section of your profile is filled out in detail. Detailed information helps leads find exactly what they need and improves your profile’s visibility in local searches.
  1. Add Photos and Videos: Upload high-quality photos and videos of your gym showcasing your facilities, equipment, classes, and happy members. This visual appeal can be a deciding factor for potential leads considering your gym.
  1. Choose the Right Category: Picking the appropriate category helps Google understand what your gym offers and ensures that your profile appears in the right searches. If your gym specializes in a certain type of fitness activity, make sure this is reflected in your category choice.
  1. Curate Questions and Answers: Monitor the Q&A section of your profile. Responding to questions promptly demonstrates active engagement with your community.
  1. Manage Reviews: Reviews are a powerful tool for building trust and credibility. Encourage your members to leave reviews and respond to them. Thoughtful responses show that you value member feedback and are committed to providing a high-quality experience.
3. PAID SEARCH ADVERTISING

Leverage paid search advertising on platforms like Google to boost your gym’s online presence and reach more leads. This approach will position your gym at the top of search results, enhancing visibility and directing more targeted traffic to your website.

Follow these steps to optimize your paid search efforts:

  1. Research Keywords: Choose keywords that align with your gym’s goals and resonate with your members’ interests. Utilize tools like Google Keyword Planner to identify frequently searched terms that aren’t overly competitive.
  1. Optimize Your Landing Pages: The success of your ads heavily relies on the landing pages they lead to. These pages should be informative, quick to load, mobile-responsive, and feature a straightforward call-to-action.
  1. Craft Compelling Ads: Ensure your ads are concise, compelling, and align with the targeted keywords. The ad copy should clearly articulate the benefits of clicking through and showcase what sets your gym apart.
  1. Adjust Bids Based on Performance: Keep an eye on how your ads perform and adjust your bids to optimize results. Prioritize and invest in ads that yield the best return.
  1. A/B Test: Regularly test your ad components, like headlines and descriptions, to gauge effectiveness. Use these insights to continuously refine your advertising strategy.
4. AN INTUITIVE WEBSITE

Your website is your gym’s digital front door and a crucial touchpoint in a lead’s journey. 88% of online consumers are less likely to return to a site after a bad experience. You’re competing with other gyms in your community. Your website needs to stand out from the rest.

Here’s how to ensure your website attracts, engages, and converts leads:

  1. Prioritize User Experience: Ease of navigation can make or break a visitor’s experience. Ensure that key information like classes, schedules, pricing, and contact details are present and easily accessible. A user-friendly menu is a gateway to exploring all that your gym offers.
  1. Design With Mobile in Mind: With the majority of online searches now happening on mobile devices, your website must be mobile-friendly. Start by designing for mobile. Ensure buttons and links are easily clickable, and that content is readable without zooming. Test your site across various devices for consistent performance.
  1. Simplify Sign-Up: A complicated sign-up process can deter leads. Make the process as straightforward as possible. Include clear call-to-action buttons that guide visitors smoothly towards becoming members.
  1. Optimize for Speed and Visual Appeal: Fast-loading images and videos are essential, especially for mobile users. Use high-quality visuals that showcase your facilities and classes. These visuals must load quickly, and look great on both desktop and mobile devices.
  1. Create Compelling, Unique Content: Differentiate your gym with content that speaks to your unique selling points. Regularly update your blog with relevant, engaging content. Share member testimonials and success stories to build trust and authenticity. Integrate social media links to foster community and showcase positive reviews.

Remember, your website is often the first in-depth interaction a lead has with your gym. Making it informative, visually appealing, and easy to navigate can significantly increase the chances of turning a casual visitor into a lead, and eventually a loyal member.

5. PAID & ORGANIC SOCIAL MEDIA

CHOOSING THE RIGHT PLATFORM

An impactful social media strategy starts with choosing the right platforms. Identify the platforms where your leads are most engaged and focus on growing your presence there.

Choose platforms that complement the content you create. If your gym excels at creating visually appealing content, Instagram may be your go-to. On the other hand, if your content is more narrative driven and informative, Facebook may be a better choice.

When choosing platforms, consider the resources you can dedicate to growing each channel. Posting consistently on a few platforms is more impactful than a scattered, inconsistent presence across all platforms. Be realistic about the time and effort you can dedicate to growing your social media presence.  Remember, it’s the quality of interactions and content that truly builds a meaningful connection with your members, not the sheer quantity of posts.

PAID SOCIAL MEDIA POSTS

Paid social media involves using advertising funds to reach a broader or more targeted audience. To generate lead through your gym’s paid social media:

  1. Set Clear Objectives: Whether your goal is to increase followers, drive website traffic, or boost event attendance, your objective should be realistic and clearly defined.
  1. Use Targeted Advertising: Use the platform’s targeting tools to reach specific demographics, geographic areas, or interests relevant to your campaign.
  1. A/B Test Content: Test different versions of your ads and compare to see which performs best in engagement, click-throughs, and conversions.
  1. Manage Your Budget: Monitor your spending to make sure you get a positive return on investment. Adjust your budget as needed based on campaign performance.

ORGANIC SOCIAL MEDIA POSTS

Organic social media refers to any free social media activity. To generate leads through your gym’s organic social media:

  1. Engage Authentically: Strengthen relationships with your followers by replying to comments and participating in community conversations regularly.
  1. Leverage User-Generated Content: Encourage members to share their success stories and experiences at your gym. This content is both authentic and helpful for boosting engagement.
  1. Tell Your Story: Supplement user-generated content by highlighting the impact of your work and the stories of those you help.
  1. Utilize Hashtags and Trends: Engage with current trends and hashtags relevant to your audience to increase visibility.
6. QUICK RESPONSE TIME

Prepare your sales team to reach out to leads quickly. When a lead fills out a form on your website, the speed and efficiency of your response can make all the difference. 78% of customers buy from the company that responds to their inquiry first, so any delays in your response time will cost you business.

Linking your online lead capture forms to your management software enables your sales team to receive instant notifications when someone expresses interest. This seamless connection can be the deciding factor for a lead reaching out to multiple gyms, as Club Automation’s research shows that leads called within the first minute have more than a 231% increase in conversion rate.

When alerted to a new lead form, ready your sales team to reach out with a quick, personalized response. The goal is to make each lead feel valued and promptly attended to, creating a positive first impression of your gym’s efficiency and attentiveness.

7. PERSONALIZED COMMUNICATION

In an industry where every member’s journey is unique to their needs and goals, personalization is a powerful tool for nurturing leads. Leverage data from your CRM to tailor your outreach efforts and increase conversions.

The first step in personalized communication is segmenting your leads. Your CRM offers valuable insights into their preferences, behaviors, and engagement levels. Use this data to categorize leads into different segments. This differentiation enables you to craft messages that resonate with each group’s specific interests and needs.

Once you’ve segmented your leads, the next step is to personalize your communication. Email and text messaging are excellent channels for personalized outreach.

Email marketing remains one of the most effective ways to nurture leads. It allows for detailed, informative content that can include everything from gym updates to educational content. The key to success with email is ensuring the content is relevant and valuable to the segment you’re targeting.

Text messages can complement your email efforts, especially for more immediate or time-sensitive communications. Texts have a 98% open rate, and 83% of texts are read within 3 minutes of being received. They’re excellent for creating a sense of urgency around upcoming promotions and time-sensitive offers. This personalized approach demonstrates your gym’s commitment to individual member needs while building a foundation for a long-lasting relationship.

Automate your outreach to see even greater results. Club Automation customers have seen up to a 20% increase in prospects who visit their facilities simply by automating their lead follow-up.

8. DIGITAL ORIENTATION

The transition from lead to fully-fledged member is a critical phase in the lead lifecycle. A positive first impression sets the tone for their journey with your gym, so a smooth onboarding experience will improve member satisfaction and retention. Integrating technology into this process can ensure a seamless, impactful transition.

Welcoming new members with an interactive digital orientation exceeds their expectations right from the start. Club Automation has found that members who have gone through a prescriptive digital orientation are likely to be retained 13% longer than those who join with no orientation.

Your gym’s digital orientation could include essential information about the facility, guides to getting the most out of their membership, and personalized greetings, all designed to make new members feel valued and informed. By ensuring a smooth onboarding process aided by technology, your gym can create a welcoming and supportive environment for new members.

READY TO ATTRACT AND CONVERT MORE LEADS?

It’s never been easier to convert a lead into a member. Engage prospective members with Club Automation’s toolkit of outreach and membership sales tools. Schedule a demo and let’s grow your gym together.

AI + Fitness: Making Trainers Superhuman (But Not Replacing Their Charm)

By Tricia Murphy Madden

As we transition into the next phase of fitness where artificial intelligence (AI), virtual reality (VR), augmented reality (AR), and other technological advancements intersect with our industry, it’s crucial for fitness businesses to understand the importance of branding. At the core of this brand identity should be persona-driven experts who interact with members and clients, creating a more personalized and engaging experience. This approach not only enhances customer satisfaction but also strengthens brand loyalty.

Artificial intelligence (AI) plays a pivotal role in enhancing these personas, making trainers even more effective in engaging with members and clients. While AI can analyze vast amounts of data to tailor workout plans and recommendations to individual preferences and needs, it complements rather than replaces the human touch. AI-driven platforms can match clients with the perfect persona trainer, enhancing the personalized experience and fostering deeper connections. By automating routine tasks, AI allows trainers to focus more on building relationships and delivering high-quality, personalized guidance. This synergy between advanced technology and human expertise not only improves the overall client experience but also attracts and retains more members, driving growth and loyalty for the fitness brand.

Exploring Persona Diversity

Below, we explore a variety of personas that can be applied across all departments—from personal training (PT) and group exercise (GX) to staffing, sales, and leadership roles within your fitness brand:

  1. The Everyman: This trainer is relatable and understanding, making them neither aspirational nor polarizing. They embody values of belonging and connection, making everyone feel welcome and understood.
  2. The Hero: The Hero is the team captain who is steady and uplifting. They lead by example, inspiring clients with their honesty and bravery. This aspirational figure is the type of person clients want to listen to and who will cheer them on.
  3. The Ruler: The Ruler is a powerhouse, operating with precision and potency. They are the strength training genius with perfectly crafted workouts aimed at making clients stronger. Serious about programming effectively, they embody values of leadership and responsibility.
  4. The Explorer: This trainer is the outdoor enthusiast, the adventure who is chasing the next great challenge. They embody values of restlessness, ambition, and pioneering.
  5. The Jester: This is our entertainer & comedian who is vibrant & dynamic who believes working out should be fun, and they epitomize that. They embody values of humor and irreverence.
  6. The Sage: This our fitness Guru and a master of the physical body for one. Perfect for someone looking to prevent injury, correct posture, form, or imbalances. This trainer embodies knowledge, wisdom, and intelligence.
  7. The Magician: This is our guide who is both visionary and inspirational with inspirational wisdom. They are experienced in life and in modality. They embody values of charisma and spirituality.
  8. The Lover: This is your cheerleader who is warm and compassionate. The one who always believes even when others may not. They embody values of passion, warmth, and idealism.
  9. The Outlaw: This trainer is the rebel who doesn’t fit in a box. They are just as effective with their unconventional ways that keep you guessing. They embody values iconoclasm and nonconforming.
  10. The Innocent: The lighthearted trainer who leads with kindness and an open heart. This trainer embodies key values of simplicity and optimism.
  11. The Creator: The laid back trainer who toes the balance of openness and go at your own pace. This trainer embodies creativity and imagination.
  12. The Caregiver: This trainer strives for inner harmony and forgiveness. They embody values of nurturing and compassion.
In Conclusion!

Incorporating these personas into your fitness brand can significantly enhance the way your business interacts with clients and members. By understanding and leveraging the diverse strengths of each persona, you can create a more engaging, supportive, and personalized fitness experience. This not only helps in retaining clients but also in building a strong, recognizable brand that stands out in the ever-evolving fitness industry.

About the Author: Tricia Murphy Madden

Tricia Murphy Madden is a highly respected veteran of the fitness industry with 30 years of experience. She was awarded Fitness Leader of the Year for IDEA in 2020. Tricia served as the on-set Director for Amazon Halo, directing workouts, and contributing to talent casting and camera skills development. As a National Education Director, she oversees programming and manages a team of 100+ master trainers. Tricia is also the co-creator of Barre Above and a Co-Founder of Homeroom Fit. She actively participates in the IDEA Group Fitness Committee and frequently presents at global events, earning her a reputation as a respected leader in the field.

Atlanta Business Summit

Club Owners, Boutique Studio Managers, and Personal Trainers you don’t want to miss this opportunity:  40+ hours of business mentoring! Come and network with other leaders in the fitness industry over 3-days at SCW Atlanta MANIA® Business Summit.  Learn from 32 recognized presenters and focus on topics such as:

  • Retention
  • Technology
  • Finances
  • Management
  • Programming
  • Social Media
  • Marketing
  • Trends
  • Sales

Plus take advantage of over 200 workshops & specialty certifications.  All of this is included in your registration. Join SCW at the Grand Hyatt Atlanta Buckhead, July 19-21.  Bring your friends & co-workers for this business-boosting event. 

Looking to Hire?
SCW Can Help!

In Need of Teachers, Trainers, Directors, or Managers? SCW’s new FREE JOB BOARD is supporting the industry’s need for qualified fitness pros.

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