409 – Behind the Scenes of Essential Exercise: Principles, Services, and Growth with Dennis Rogers | High Intensity Business: Strength Training Studio Success

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Dennis Rogers

How can you get potential clients to exercise the right way without unknowingly scaring off those who are skeptical of or new to High-Intensity Training? Award-winning trainer Dennis Rogers joins us to talk about how to help clients learn about HIT effectively and to help them get the most out of exercise.

Dennis owns and operates the Binghamton, New York-based Essential Exercise studio. His book, “Canary: The Unlikely Story of Essential Exercise” is an engaging read that explores and provides insight into the often-seedy business of exercise and provides insight on how exercise dramatically improves your quality of life through the lens of his experiences — this book is a must-read for anyone who works in the fitness business or those who want to improve their own personal training results.

This episode explores what Dennis has learned about strength training and fitness approaches through his years in the industry. He talks about how he educates his clients on minimum effective dose requirements for positive health and fitness results while showing empathy for their unique situations, and how to effectively balance running a business while providing the best possible fitness and results-driven experience for your clients, and more.

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Show Notes

02:36 – Why did Dennis write “Canary”? (Spoiler: it’s about the inner workings of HIT and why Dennis says what he says about it)
04:52 – How newsletters can help keep your current – and former – clients engaged, educated, and primed to help your business
14:58 – What about cardio? Aerobic Fitness and Heart Health: Debunking Myths
22:09 – How to encourage people to exercise the right way (and how to avoid scaring potential clients away)
26:09 – An Ethical Dilemma: Selling Memberships vs. Helping People Exercise the Right Way
27:45 – Dennis Rogers’ story: From Football Jock to Bodybuilding Enthusiast to High-Intensity Training Expert
33:53 – How bodybuilding went from niche to mainstream (and how fitness marketing evolved throughout the years)
39:50 – How Dennis went from conventional bodybuilding to advocating for a Super Slow Training approach
44:00 – How Dennis went from just wanting to use MedX for himself into running a full-fledged HIT studio owner
46:10 – Dennis’ experience and approach to generating referrals