T
he buzz phrase of the day Control your online destiny the key to inspiring others. “Simply
may be “functional fitness,” Hewett has tapped into social net- trying to figure out where the largest
but not all top trainers see working to expand the scope of his demographic is and working within
merit in the popular ap- business. His robust online presence those confines won't work,” Hewett
proach. While Josh Hewett, owner of is the result of several websites, a blog, explains. “Incorporate what you love
Toronto’s Top Form Fitness, may con- numerous video training segments, an into your business, and success will
cede that his training style is based on e-newsletter, a Facebook page and in- follow.” FBC
a back-to-basics format, he steers clear clusion in online fitness directories.
of dropping the FF bomb. “When you’re online, the world Rachel Crocker is a Scarborough, Ont.-based
“I’ve probably used the term becomes your market,” he explains. writer and exercise enthusiast. You can reach
more than I should have,” he laughs. “Some people are intimidated at first her at rachel_debling@hotmail.com.
“Trainers describe everything now as because they’re unfamiliar with inter-
'functional,’ but it can be extremely net marketing. It takes an initial time
hard to define.” investment, but with a little digging
Hewett prefers tried-and-true moves you can get a solid understanding of
that use body weight or free weights what works.”
versus machines. Old-school moves like It’s important that all of your online
deadlifts and farmer’s walks have en- content is high quality, advises Hewett.
dured for decades because, as Hewett Don’t just concentrate on quantity.
points out, “they stimulate a lot of mus- And always link back to your home
cle fibres, active our nervous systems, site to be sure web browsers can easily
burn tons of calories and have a huge find you.
carryover to our daily activities.” Last year Hewett created his
Building the Complete Soccer Athlete:
Strength for all Train Like A Pro DVD in collaboration
As an avid strength athlete and com- with soccer coach Clayton Rosario.
petitor, Hewett recognizes that simple, The DVD was the result of tremendous
dynamic movements using one's own feedback from a youth soccer training
body weight benefit everyone from top video that Hewett posted on YouTube.
performance athletes to stay-at-home Within weeks, the clip was viewed tens
©
moms looking to lose a few pounds. of thousands of times, and Hewett was
“Some people believe that the equip- bombarded with comments and ques-
ment and moves I incorporate, like sled tions from inquisitive soccer players
dragging and tire flipping, are strictly looking to improve their games.
QUICK
strongman exercises,” he says. “But “I realized that while I couldn't an-
to label them as such alienates entire swer all of their questions by email, I
groups of people who could really ben- could produce a tool to help them,” he
BITS
efit from these exercises.” recalls. Soccer's world-wide popularity
has made the DVD the perfect medium
From hobby to career for those who can’t train with Hewett
Name: Josh Hewett
Hewett’s journey into the fitness in person. To date it has sold over 300
industry began at age 17 when he de- copies with little or no marketing.
Company: Top Form
cided to transform his six-foot, 145 lb.
Fitness, Toronto,
body into something he could take Plan for success www.top-form-fitness.com,
pride in. He found himself so hooked Today, Hewett is a happy father to
(416) 931-0800
on working out that by 19 he had al- baby Kaitlyn, a devoted husband to
Years in the industry: 20+
ready earned two personal training wife (and Top Form Fitness web design-
certifications. At the young age of 18, er) Olga and looking forward to many Qualifications: BA
he had the foresight to register the business projects in the upcoming year.
(kinesiology), NSCA
name “Top Form Fitness,” the name of These include writing a strength train-
Strength and Conditioning
his future business. ing ebook and DVD system and a nutri-
Specialist, ACE Certified
After graduating with a kinesiolo- tion and weight loss program with nu-
gy degree and working for a large gym tritionist Trionne Moore.
Personal Trainer, Can-
chain for several years, he realized Hewett credits much of his busi-
Fit-Pro Personal Training
that he had the passion for fitness, the ness's success to planning. “I consider
Specialist, Emergency
business know-how and the self disci- myself successful, but there’s still a lot I Medical Care Attendant
pline to make his living more indepen- want to accomplish,” he says. “If I didn't
Favourite resources:
dently. Today, he works with clients in have long term goals written down on
his home studio, in their own home paper, it would be hard to get to where
Essentials of Strength Training
gyms and with post-rehab clients at I want to be because I wouldn't know
and Conditioning by NSCA;
a sports medicine clinic. He typical- which direction to take.”
Supertraining by Mel Siff;
ly sees five to eight clients per day, six He also strongly believes that www.straighttothebar.com
days a week. being passionate about your work is
Novermber/December 2009 July/august 2009 Fitness Business Canada 41
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