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Transcription – Show 124 Fitness Business Podcast Lindsey Rainwater

Chantal :              Lindsey, welcome along to the show.

Lindsey :              Thank you for having me.

Chantal :              Now, what a huge year 2017 has been for you. Now, you were named as one of the 2017 IHRSA Rising Stars. You founded and launched the Women in Fitness Association, and most importantly and excitingly, as we’re recording this, very soon, maybe sooner than we realise, you’re going to be welcoming a new member to your family, so congratulations on all of that.

Lindsey :              Aww, thank you so much. I feel very fortunate, and very lucky. Thank you.

Chantal :              What an incredible year. Now, last week during the Precor, Quick Fire Five, you mentioned to me that you have a bit of a daily ritual that is very important in your life, so do you want to share with us what that ritual is, plus maybe any other apps or systems that you use to actually stay focused and to stay on top of all of those things that are happening in your life?

Lindsey :              Yes, I’d be happy to. So the gratitude and daily appreciation habit is, I think, what you’re referring to, yeah?

Chantal :              Yes, that’s right.

Lindsey :              Yeah, so that’s something that I was challenged … It’s been about I guess six years now that I’ve had a daily gratitude practise, and I had someone bring into my awareness … You know, of course there’s the power of positive thinking, and I read the book The Secret, and things like that many years ago, but I didn’t really realise how much our thoughts can truly shape our experiences until I started this daily gratitude habit.

So one of the apps that I’ve most recently fallen in love with using, I haven’t used this all along, but most recently I’m using an app called The Five Minute Journal, and it prompts you as to really think about just a couple of gratitudes in the morning, and then it prompts you in the evening to come back to reflect in on your day, and what were you grateful for for the day?

I started my gratitude practise making a list of 10 things, right when I woke up in the morning, what I was grateful for. Then at the end of my day, I had a journal by my bedside, and I would reflect on the things that I was most grateful for that happened that day.

So I’ve noticed that app has kind of condensed my practise, and made it that much easier to manage, because it’s in my notifications on my phone, and I love that it prompts me to also add a photo, so I have this photo journal that is also goes along with the gratitudes that I listed.

Chantal :              I really like the sound of that, because I was aware of The Five Minute Journal as a journal, a physical journal, but I didn’t know about the app, so I’m so excited to hear about that.

Lindsey :              Yeah, it’s great, and the appreciation part of it that goes along with it is something that my husband and I do when we come back to our day. You know, typically if you have a spouse, or someone you’re in a relationship with, you have the old, “How was your day?” conversation at some point, right?

We decided to start a ritual, either over dinner or before bedtime, depending on when we see each other that day, where we say out loud to each other what we really appreciated about our day, like what happened that we really appreciated, and then an appreciation for each other, so something like, “Sweetheart, thank you so much for taking the laundry to the dry cleaner’s today. I knew I wasn’t going to have time to and I really appreciate you doing that,” so kind of nurturing that primary relationship as much as you can.

Chantal :              And do you find that having that practise in your day in the beginning of the day and at the end of the day, does it just help your mindset when it comes, then, to all of the other day-to-day activities that you need to accomplish in that day?

Lindsey :              Absolutely, because for me, it has a … I have a starting point and a finishing point that have a similarity and continuity, and one of the other apps that I kind of … Well, I’ll list two other apps that mean a lot to me, but one of them is the Headspace meditation app. I’ve been using it, now, for quite some time, and actually downloaded the pregnancy pack while I’ve been pregnant, and it prompts me throughout the day, to kind of take breathing breaths and things like that, so I think having these little things throughout the day, whether it’s supported by my iPhone or supported by my relationship, my primary relationship.

it’s these coming home points, so that no matter what’s going on or where I’m travelling, there’s continuity.

Chantal :              And you mentioned there’s one other app that you also enjoy?

Lindsey :              Yes, it’s called Todoist, and it’s an app, and I will almost say to-do list every time, but it’s an app in the App Store, and it’s a to-do list organiser, and I love it because you can organise things by project, by day. You can sync them to emails. Like, it’s a very robust to-do list tool, and it keeps me on my toes, so it’s an opportunity for me to unload my brain regularly, and create a systemized way to get things done.

Chantal :              And did you say it’s called To-do List or Todoist?

Lindsey :              1st. [crosstalk 00:04:52]

Chantal :              Oh, that’s confusing.

Lindsey :              It’s “Todo” then I-S-T. I know, I almost say list every time, but if you search for it in the App Store, it’s actually Todoist, like one big word.

Chantal :              Oh, wow. One big word? Okay. Well, I’ll do the groundwork for all of our listeners. I’ll go and search for it, and we’ll put the link in today’s show notes. So thank you so much for sharing those. They’re three really great recommendations on apps that we can use.

Now, Lindsey, you actually, in your role within the industry, you help people and you help organisations enjoy transformational change. Can you explain to us what is the most common example of a major organisational change that a fitness facility might actually experience?

Lindsey :              Mm-hmm (affirmative), absolutely. Well, so transformational change, to me, doesn’t mean you have to be okay with it per se, but really grappling with this idea that we’re all in constant motion. The idea that things will be the same for any period of time is a myth, and that the more rooted in reality we are with an ideal plan, the more successful we can be.

So when I think about a lot of the … whether it’s the fitness organisations that sell equipment, or education, you know the clients that I work with, and also the health clubs that they serve, I think that change is the theme that we see the most, that people have a hard time confronting, because it’s such … Our consumers, today’s consumer, the fitness consumer that’s coming into the club, or even the club operator that’s consulting with an equipment provider, because of the digital era, and how fast things are changing, it’s really less about knowing the right answers. It’s more about being agile enough to open your mind to not knowing everything, but knowing the right questions to ask.

So in a lot of the work that I do, it’s focusing on agility, and how can health clubs, how can the people supporting our industry think about today’s consumer, and how their life is radically changing on a regular basis, and how to support that. So whether it’s systems implementation, to organise people within the club, whether it’s the companies implementing strategy to support what’s coming next.

I think what’s a big part of our health clubs is if I can order up, on Amazon Prime, all my groceries, and have them delivered, and that’s the consumer experience I have through Amazon, if my health club doesn’t have similar features and functions in the way that I check into the club, then there’s going to be a miss, and the consumers are going to start to lose faith in our industry if we’re not up with it.

So those kinds of changes are a lot of the things that I help fitness facilities think about, and then help providers also consider.

Chantal :              Now, as I mentioned right at the very beginning, you of course, very recently, have founded the Women in Fitness Association. So, can I ask you, Lindsey, with everything that you already do for our industry, what was it that motivated you to launch WIFA?

Lindsey :              For me, what WIFA is really all about is giving people a place to connect and a hub for women to regularly be with other women. I noticed, this year, being at industry events, I was really craving a deeper dialogue, and thinking to myself, “I know within other industries, there is these specialties, or focus groups, or people that gather, whether it’s …” and I’ve also been a part of the fitness technology council for, gosh, it’s been a couple of years now, where I’ve gone to those round-tables every year at IHRSA, and then I love, like that okay, we’re all here talking about the common theme, and I was like, “Where are all my ladies at? Like, where can I find that?”

So really, it came from doing some research, and realising that there were events, but not like an ongoing dialogue. So I created it out of need of really wanting to provide something that I was craving, truly.

Chantal :              And tell us what are the goals for the association?

Lindsey :              You know, really the goal is to support women in reaching their career aspirations, and seeing them thrive to their fullest potential. And I know for me, a huge part of my journey has been mentorship, and having someone that could see a few paces ahead of me what I was capable of, before I had grown into it, and me being willing to have a trusting relationship with someone and taking those risks, that’s been where my largest career leaps or moves have come from.

And I want other people to find that. I think that sometimes it’s just not knowing where to look, and you can feel like you’re on an island, and you don’t need to feel like that.

Chantal :              You know, it’s interesting you talk about the mentorship, and you talk about that kind of support group and that community, and even though it’s very early stages for the association, it’s exciting to be a part of, and I guess what I’m wondering is, from your point of view, with your experience Lindsey, what do you feel as though the industry, the fitness industry landscape, actually looks like in the next five years?

Lindsey :              To me, the opportunity to meet people in the consumer land. When the consumer, when I’m talking about Amazon Prime, and some of these people that are not maybe currently exercising, how we’re going to help support their new daily habits. The other thought that pops into my head right away is what I believe to be hopefully a growing trend around prevention, when it comes to the medical world, and more documentaries out than ever around food is medicine, and just a lot of the things that if you’re in our industry you understand, because you crave those things, but if you are not, how are you being introduced to the idea of eating more vegetables, and less saturated fats, and things of … or moving your body daily?

And I think that we’re going to see a big tidal wave of disruption, from the standpoint of content being able to be streamed through people’s phones, computers, and televisions, and hopefully, with that combined with some education around prevention, and staying healthy longer, that we will see a new wave of people enter our industry as participants, and then business leaders as well, creating the businesses they want to see.

I think about my 87 year old grandma, who was told, I think it was four years ago, that she was down the path of becoming diabetic, because she was overweight, and they were going to have to put her on a daily pill, and she just didn’t want anything to do with that, and she modified her diet, lost 60 pounds, and didn’t have to go on that pill, and is doing great. And her biggest bragging point, and if anyone that’ll listen, is that she’s going to be a great grandma this month.

So, you know, more power to her. The next step is silver sneakers. I’m like, “Glad you got the diet dialled in, but it’s time to start moving more than just walking,” but I think that it’s … I really hope, anyway, that that’s what we see happen, that we see lots of people start to join our industry from a consumer standpoint, and that that allows more business opportunities to support what they’re craving.

Chantal :              Lindsey, I couldn’t agree more, and I for one hope that we see a lot more integration between the fitness and the medical industries in the future, and I think we’re starting to see some small steps moving in that direction, but I hope the next five years will have a lot more integration between those industries, and as you say, exercise for prevention, and looking at how we can integrate both sides of the story.

So, tell me what advice would you actually give to women that are perhaps considering starting a career in the fitness industry?

Lindsey :              Love that. So, not only just the fitness industry, but just women in general, or people in general, is get to know yourself. I remember being in my 20s, and landing that job that I really wanted, and identifying with that title, and wanting to climb the ranks within the company, and taking that on as an identity before really getting to know what it was that I was intrinsically motivated by, and I think the word passion can get thrown around, or these words that describe this blissful state when we’re working, and I think what’s more realistic is getting to know yourself on such an intimate level that you understand what intrinsically motivates you, and then finding a role out there in the world, or a job if you want to call it that, that aligns with what intrinsically motivates you, so then it becomes less about the organisation helping assign a title to you and then climbing a rank or a ladder, but you really outwardly expressing what it is that you know is so deeply true within you.

Like, I know intrinsically that I thrive in a changing environment, and that I am uniquely talented in finding ways of moving with what’s happening instead of resisting it, and because I know that, it doesn’t matter really what the job is. It’s more about finding an way to express that within a circumstance.

So, for any young women, or old women, or men for that matter, that getting to know those facts about yourself, so that that becomes your compass, and it’s less about a company saying, “I like the way you do that. Let’s give you a promotion,” because in that circumstance, you might get to be in your 40s and say, “I don’t really like what’s going on here. I want to reshape my life,” because you didn’t pause to get to know yourself at a younger age.

Chantal :              I am so glad that you shared that, Lindsey, because I know personally, I was in exactly the same situation, where you come out of school, or university, or your study, and you find yourself all of a sudden working for an organisation, not necessarily knowing what it is that you stand for, or what the meaning is to you, and I think that is such valuable advice. Have you read Extreme You, Sarah Robb O’Hagan?

Lindsey :              No I haven’t, but I’ve been following her. I listen to the podcast. I have to get the book.

Chantal :              You must read the book. You must read the book.

Lindsey :              I must.

Chantal :              Because I think that there’s so much in there that you’ll kind of be able to relate to, and you’ll go, “Wow, yep. I understand,” and for anyone out there that hasn’t read the book, go out and get yourself a copy of Extreme You, which was written by Sarah Robb O’Hagan, who’s currently the CEO of Flywheel Sports, and it delves a lot into that area that you just touched on, and I think it’s something we can all have a think about, and thank you so much for sharing that advice with us Lindsey.

So, last but not least, tell us how do women go about joining WIFA, if they’re not already part of the association?

Lindsey :              Oh yes, this is easy. So they can go to our website, which is, and once you get to that website, it’s super easy. You can just click to join, and it’s like buying Amazon groceries.

Chantal :              It’s that easy.

Lindsey :              You just click and there you go, and we’ll send you a welcome email and get you all set up on the website, and expose you to all the benefits, but it really is as easy as going to the website and learning more.

Chantal :              Perfect, so we’ll pop the link for that in this week’s show notes as well, so Lindsey, one last thing. I’m hoping that you can give us your Fitbizpiration  which is how we like to finish our interviews each week, and tell us your top three tips for running a successful fitness business.

We’ll be back with Lindsey in just a moment. First, here’s a quick message from one of our podcast partners. Team Rockstar Fit is an award-winning mastermind team that helps fit pros lead happy and balanced lives. Get mentoring and support, learn how to grow your business online, with Beachbody. You can apply for a free consultation today at

Lindsey :              So, I think determining who your customer really is, and trying not to be all things to all people is a big one, so not being afraid to really hone in on how it is your unique customer is, and then serving them to the absolutely best of your ability, and I think I said it earlier, but my second one would be willing to ask for help, but then as soon as you ask for help, be willing to actually do something about it, because I help a lot of people. It’s like, “Wait, now we have to do stuff? Oh yeah, change requires effort and action,” so if you’re going to ask for help, be willing to move your feet.

Then, in that same breath, I think it’s really easy to be dreamy, and like kind of head in the clouds about what it is that you want to do. In my experience, the only way those dreams actually come to fruition is if you have them backed up by daily discipline, so if you’re going to be a dreamer, be willing to back it up with some discipline, because that’s how real things actually happen and come to fruition, is when we take our dreams and we harness them with actionable things that we can do every day.

Chantal :              Thank you so much for coming along today. Congratulations again, on everything that you’ve achieved throughout 2017. I cannot wait to see what 2018 has in store. Thank you for sharing the information with us in regards to WIFA, and all the very best for the upcoming arrival.

Lindsey :              Thank you, and likewise, I really appreciate you having me on the show, and your contributions to our industry are so important, so thank you for all you do.

Chantal :              Absolute pleasure.


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