In this podcast episode, we had a chat with Lindsey Rainwater, the CEO and founder of The Women in Fitness Association. In the show, Lindsey tells us about WIFA and what the goals are for the association. We discuss how she facilitates growth for herself, the role of transformational change in the fitness industry, her predictions for what the industry will look like in the next 5 years, and she also shares career advice for all women wanting to join the fitness industry.
About Lindsey Rainwater
Lindsey is a woman who wears many hats: she’s an executive coach, an experienced business adviser, an author, a speaker, and the founder and CEO of The Women in Fitness Association.
Her expertise in the field has led to numerous features in podcasts and books, and also led to her facilitating workshops and keynote talks.
Her efforts to help the fitness industry are not left unnoticed. In 2017, she was recognised as a “Rising Star” by the International Health Racquet & Sports Club Association (IHRSA), a not-for-profit trade association representing health and fitness facilities, gyms, spas, health clubs, sports clubs, and suppliers worldwide.
Lindsey’s Daily Rituals to Cultivate Growth
Gratitude & Meditation
Lindsay shared that she’s able to fulfill her roles as a transformational change coach, entrepreneur, and mother because she has been practicing gratitude. The positive impact of this practice was made possible because someone brought to her awareness the power of positive thinking.
She uses the app The Five Minute Journal which prompts her to think about just a couple of gratitudes in the morning, and then it prompts her again in the evening to come back and reflect on her day, and what she was grateful for for the day.
On top of practicing gratitude, she also practices meditation with the help of the app, Headspace which prompts her throughout the day to take a few moments to focus on doing just one thing: breathing. These repetitive practices help her have continuity, no matter what’s going on around her.
The WIFA Way: Paving a Way for Women in the Fitness Industry
It was after participating in one of IHRSA’s leadership summits that Lindsey was inspired to establish The Women in Fitness Association (WIFA). The not-for-profit association aims to support women regardless of race and age to become successful in the fitness industry, both professionally and personally.
Joining WIFA entitles its members access to quarterly virtual meetings, live events, classes, linking with a mentor, capabilities to network, opportunities to speak and present during live or virtual sessions, and contributing to the blog.
WIFA offers its members various Programs and Academies so that women in fitness could further hone their skills and gain new ones.
One such program is the WIFA Writer’s Academy, an intensive training program that runs for 60 days. Its purpose is to help members define their goals, as well as to improve their writing skills. They also get to practice what they’ve learned by writing blog posts, editorials, and to work on their strategies to promote themselves as writers through the embedded mentorship program.
One of the best perks of joining the WIFA Writer’s Academy is the opportunity to be featured in Women’s Health Magazine on some of its platforms.
Another program offered by WIFA is their Speaker’s Academy, aimed at women in fitness who aspire to become keynote speakers and presenters. Like the Writer’s Academy, the Speaker’s Academy runs for 60 days, and enrollees will be tasked to create keynote presentations and become keynote speakers for WIFA Vox, a community within WIFA composed of writers and speakers to collaborate both in the spoken and written word. The program also helps members craft their keynote portfolio so they could promote themselves as speakers, as well as assist them in booking speaking engagements to gain experience.
Besides career development, WIFA also believes in personal growth and wellness. That’s why it also offers WIFA L.E.A.D.– Leadership through Elevation Awareness and Discovery. It’s a 13-week program that helps its students dive deep into who they are, their purpose, and their next steps towards success.
With other organisations of women in fitness in existence, why did Lindsey found WIFA? According to her, it was her craving for genuine women’s dialogue that sparked the idea, thinking, “I know within other industries, there [are] these specialties, or focus groups, or people that gather…”. She hopes to provide women in fitness a place to regularly connect and collaborate.
Transformational Change in the Fitness World
In a dynamic industry such as fitness and wellness, we often see trends coming and going. While change is inevitable, Lindsey opines that a number of fitness businesses have a hard time adapting to it. She believes that transformational changes, those that a business owner makes to completely reshape the business strategy and processes, are critical to success, not just as an establishment but also in terms of keeping a great customer experience.
A business owner might not know the answers, but what is critical is his or her agility in knowing the right questions to ask. This agility, coupled with the openness to change, will empower the business owner, whether a health club, a gym, or an online fitness coach, to better adapt to and support, the needs of the clients they serve.
Looking [Five Years] Ahead
Lindsey sees that in the next five years, the fitness industry will be further integrated into the medical industry. She believes that the focus, besides keeping fit, is the introduction of healthier food choices as a means to prevent diseases.
In an article published by the United States Centers for Disease Control and Prevention, poor nutrition and physical inactivity are the causes of up to 580,000 deaths in the country. These are also the major contributors to diseases, including obesity, stroke, osteoporosis, and diabetes.
The same diseases are also among the leading causes of morbidity in Australia, according to the Australian Institute of Health and Welfare, with fitness being of little concern as age increases. Moreover, the Australian government’s Bureau of Statistics states that among 13 adults, only one eats enough vegetables.
Lindsey believes that in five years there will be more incorporation of exercise as a means to prevent diseases, coupled with healthy eating habits and that people within the fitness business industry will be able to plan their actions by taking into consideration the consumer’s standpoint.
The technological disruptions also make it easier to connect with consumers, with the content being readily available online through mobile phones, television, and computers. Fitness applications, social media channels, podcasts, and websites have also made learning about fitness more accessible to people of all shapes and sizes.
Lindsey’s Top Three Tips for Running a Successful Fitness Business
Determine your ideal customer.
It’s best not to cater to all customers. In fact, having a niche is beneficial to both your company and your clientele. Identifying your unique customer base will help you hone specific skills for your group, and will then enable you to serve them to the best of your ability. Customers will be satisfied with the knowledge that they are working with someone who knows the best fitness plan for them.
Be willing to ask for help
Admitting that you don’t know everything and need a different perspective is a great step to knowing how to improve, and keep yourself updated with the trends in the fitness business. However, the learning doesn’t end there. As you ask for help, you should also exert time and effort into applying what you’ve learned to your life and fitness business.
Dream, but take action.
As entrepreneurs, dreaming about how to take your fitness business to the next level provides the motivation, but taking action in making those dreams come to fruition is just as important. You need to back your dreams and passion with discipline, because, in reality, the road to success may not be so easy. Make sure that you back them with actionable things that you can do every day.
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Lindsey is a woman who wears many hats: she’s an executive coach, an experienced business adviser, an author, a speaker, and the founder and CEO of The Women in Fitness Association. 
