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HEALTH & FITNESS


Square One FOUNDER: MARTY WOLFF


I


’ve lived 25 years of my life morbidly obese and learned many bad habits, but always wanted something else. When I appeared on The Biggest Loser, I found my place, as well as meeting my wife. After leaving the show 146lbs lighter I did a lot of public speaking, which culminated in launching Square One in Omaha, US last year. It is a club of like- minded people of size. Most are morbidly obese and we use a mixture of exercise, therapy, dieting and mentoring on how to tackle obstacles to help members control their triggers and craving. Most of them have no clue about the fi ght they are fi ghting, or how to defend themselves, so we help them to build strategies. The programme is based on a mix of my own experience and research. For example, one thing obese people tend to suffer with is an all or nothing mentality. So they think that if they break the pattern by eating a cookie, they might as well give up that day. I compare this to spending money. If you buy one thing you haven’t planned, you don’t have to go and empty the bank account. There is a big grey area and we help people to understand it. Many people see incredible results with weight loss, but some simply can’t get past the emotional eating and fail to lose weight. Working out is the easiest habit to grasp, because I can watch them, but I can’t watch them when they’re at the fridge at home. Even when people are morbidly obese,


exercising can make a massive difference. For example, losing 8lbs to 10lbs could


172 LEISURE HANDBOOK 2014


Topics covered in classes include goal setting, nutrition and emotional eating


mean reducing or coming off blood pressure and cholesterol medication for some of them, which can be life changing. Recruiting members is one of the things


we are still learning how to do. The diffi cult part is working out how to approach people and we are experimenting with


that, for example targeted advertising on Facebook, for those who have liked The Biggest Loser and Weight Watchers. We are also using radio and I meet a lot of people through public speaking. People hear of my struggles and can relate to them, which makes a big difference. When compared to the industry standard, we do a really good job at retaining people. This is because we have created a community of people. We have a large private Facebook page with a community, which many people rely on as a support system in their battle for control. Square One offers a number of packages,


starting at $60 and rising to $300. Whether working out in the gym, or classes, PT or small group training, people always have to work under the guidance of a trainer. We’re planning to franchise the concept, initially in the mid-West of the US.


www.leisurehandbook.com


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