Why Influencer Marketing Is Key In The Fitness Industry

Source: 123rf.com
Image ID : 111956931
Copyright : ammentorp

Influencer marketing has become an integral part of our modern culture, and is increasing in popularity as a way for businesses to capture new customers to purchase their products and services. Since the fitness industry is particularly visually centered, and also because it tends to sit on the cutting edge of brand marketing, many of my fitness friends and I have been able to forge long-standing relationships with brands as we bring awareness to their products, while also solidifying our relationships with our followers. It’s a wonderful symbiosis in which everyone wins – the brand has powerful advertising via social media portals, the influencer is able to garner the loyalty of fans by promoting respected items, and the followers are introduced to new and exciting products, usually with an associated discount as a thank you from the influencer and the company which is selling the product.

One critical component to success with influencer marketing, regardless of whether you are a company or an individual influencer, is to be willing and able to adjust to the changes which tend to occur across social media platforms. For example, Instagram and Facebook fairly recently implemented certain regulations on how a post should be tagged, and such regulations are always subject to change. It is vital to stay abreast of guideline changes as they come down the pike.

Another important aspect of influencer marketing is that influencers should be genuinely passionate about the brands they represent. A prime reason why social media marketing is so popular is that followers believe in the influencers they follow, and they want sound, honest advice on what merchandise or services they can purchase which will enable them to reach their fitness goals. Followers want to know what products an influencer has used to obtain his or her enviable physique, what fitness apparel is the most comfortable, functional and flattering, etc. The more honest an influencer is, the more the audience appreciates any recommendations made by that person.

Dr. Stacey Naito

In a similar vein, companies which turn to social media influencers to promote their products or services meet with the best success when they like the influencer’s overall vibe and messages, as well as the target audience which the influencer has built via social media. Fitness influencers of varying ages can also help to expand brand awareness for a company, as can influencers who have a unique perspective (moms, senior citizens, people with diabetes, etc.).

There are many athletes and fitness professionals who essentially fell into the world of brand influencership, partially because they were well-respected by their fitness peers, but mostly because they behaved with integrity and were transparent with their fans and followers about their experiences and struggles with training, diet, and performance. It makes a huge difference when an athlete speaks from the heart, and such candor helps to build up the brands he or she represents. From a personal perspective, I have never endorsed or promoted a brand or product which I did not wholeheartedly believe in, and I know my followers can tell that I am forthright and honest when I post YouTube reviews, blogposts, etc.

We certainly live in a very different age now, one in which people expect different options for their exercise regimens and meal plans. For example, fitness apps are incredibly popular, especially since most of them have tracking software built in so that a user can enter in goals and track progress. Other people specifically want at-home workouts because they either don’t want to join a gym, or don’t feel comfortable working out in a public environment. That’s where some popular fitness influencers can guide followers to workouts they can perform while they are in the comfort of their own homes.

If you are the owner of a fitness-minded company, and you haven’t explored the world of brand influencer marketing, doing so could take your brand to the next level. For aspiring fitness brand influencers, make sure the brands you post on your profile are congruent with what your followers want to see. As long as you are consistent and honest with your marketing, chances are your brand and your following will steadily grow.

“Fitness California Style” Is Available Through Amazon Prime!

I’m honored to be a part of this fantastic project which is now available through Amazon Prime Video! Best yet, Season 1 is available to watch for FREE to Amazon Prime members. Hosted by CSCS, IFBB Pro, martial artist and actor Ian Lauer.

Click on the link below to access all 13 episodes in Season 1!

https://www.amazon.com/Full-Workout-Dumbells-Bench-Babaganoush/dp/B07FVMN3FS/ref=sr_1_2?s=instant-video&ie=UTF8&qid=1532898241&sr=1-2&keywords=ian+lauer

Stacking The Deck

“So…what do you DO?”

This question is incredibly annoying to me, and I cringe every time I hear it. I resent the fact that many people are so quick to assess someone on the basis of what they “do” for a living, as if there are no other dimensions which should be taken into account.

I completely resent the demand to pick one career that defines me. To add insult to injury, when people find out that I am a medical doctor, they struggle with the stereotype of what they expect doctors to be like, in other words, very conservative in dress and demeanor, and without any flavor or personality. Well, I’ve got news for you. I will NEVER be a typical doctor. And please don’t doubt my credentials or schooling. I am NOT a nurse (not that there is anything wrong with this highly respected profession). I am a fully licensed and board certified physician.

However, I do not consider myself to be ONLY one thing, “only” a physician. Yes, I am a board certified physician. But I am also a degreed (Bachelor’s) fitness professional, professional athlete (IFBB Pro), certified nutrition coach, writer, model, brand ambassador and contest prep coach. If that’s too much for one to process, too bad. Because I am ALL of those things, and then some. I am just as much about fitness, bodybuilding and wellness as I am about medicine, and I shouldn’t have to choose one over the others. I am damned proud of what I have accomplished in bodybuilding, especially because I was in my forties when I took things to the next level, not when I was a young whipper-snapper, and I was already established in my medical career. I will not apologize to people who are confused by the sampler plate philosophy by which I live and who don’t believe that it’s possible to be more than one thing. Truth is, I live as what Marci Alboher describes in her book One Person Multiple Careers as a Slash, and I am proud of it. I know it’s unusual, but why is that so hard for people to grasp? I mean, here I am, doing all that I do, switching gears constantly, and sending a message to the world that no one should have to be one-dimensional and boring.

I am honest. I have sass, and I speak my mind. I will NOT hide parts of myself which some overly judgmental people may have a problem with. I am NOT going to apologize for having a sense of humor, for using cuss words here and there (though I don’t use them while seeing patients). I am not going to paint a false picture of who I am. If you don’t like what I am doing, no worries. Move on.

Here’s a message to you if you find that you are someone who is compromising your own vision, dreams, or goals, because you perceive a need to choose one thing to define you. Perhaps you need to re-examine why you are allowing that to occur. If you subscribe to a no limits philosophy, then you would never even consider pulling the reins back. I will always encourage driven people to go for whatever they want, and if it doesn’t fit in with the conventions of one of their chosen careers or hobbies, even better. Break stereotypes and show people what you are made of! Don’t hide all the facets which make you who you are!

How I Stay In Shape These Days


Image shot by Tim Sevard in October of this year.

Since many people have been asking me about how I have been keeping in shape these days, I decided to devote a blog post to the subject. Though I am retired from competing, and am no longer bodybuilding stage-ready, I model frequently, and I also hold myself to very high standards when it comes to body conditioning. The most important factor in staying lean year round is FOOD, so I make sure to eat clean about 95% of the time. I consume about 100 to 120 grams of protein daily, all from whole foods rather than protein powders, and I drink plenty of water throughout the day. I limit my consumption of sugar and avoid processed foods.

Supplements are also an important part of my daily life. Most of the supplements I take have been in my daily regimen for many years, and I rarely miss a day’s dose. They are what I rely on to keep my body healthy at the cellular level. My goal is to maintain my health without ingesting prescription medications. In fact, the only prescription substance in my regimen is bioidentical progesterone cream.

I continue to challenge my body with frequent exercise, and still rely mostly on weight training for the bulk of my exercise. However, I incorporated aerial classes into my regular routine a couple of years ago for an extra challenge. At one point, I had been taking aerial classes 3 to 4 days per week, but my body was screaming out in agony. After a visit with my orthopedist, we discovered that I had arthritis in both elbows and my neck, and numerous issues in my shoulders, so I decided to back off from the intense aerial schedule I was following. These days, I only take a lyra class once every couple of weeks.

I have also been attending kundalini yoga classes on average of one day per week, and I love the unique physical, mental, and spiritual challenges which they present. Though kundalini yoga is a highly meditative form of yoga, the movements (called kriyas) are INTENSE, and I must often take breaks during these movements. I highly recommend this form of yoga for anyone who wants an intensely spiritual experience.

As for weight training, I train an average of six days per week when I am in town. I have adjusted my weight training to support aerial arts movements like straddle mounts, single knee hangs, pullovers and splits, and work my posterior chain (back, glutes, hams) more vigorously than my anterior chain. I usually follow a split consisting of three leg days and three upper body days which are further split (eg, back/arms, delts, chest/abs). I have also been changing the exercises, rep ranges, and lifting styles on a weekly basis to keep myself challenged. It’s definitely worked, because I am getting delayed onset muscle soreness from almost every workout.