PROFILE: NUTRITION PROGRAMMING


Athletics, realized that simply talking about healthy eating wasn’t getting her members the weight loss and per- formance results they wanted. When a friend with a similar club in


Evolution Athletics A


bout four years ago, Sharleen Froats, owner of Moose Jaw, Saskatchewan’s Evolution


another city told her that he was hav- ing great success with Balanced Habits (a California-based nutrition coach- ing program), he made an introduction and Froats signed on as a licensee. “It’s definitely been an investment,”


says Froats, “I hesitated at first, but it was a great decision that has re- ally paid dividends for our members and financially for the club. Creating a seamless nutrition program on our own with all the necessary systems would have been a daunting task.” Evolution Athletics offers its


not offering a 100 percent solution to your customers. I believe that the best nutrition


programs: • are those that customers can see themselves following for 28+ days


• provide education and accountability


• make sense to customers and are easily implemented


• are not reliant on products but instead take a whole food approach


You need a nutrition program that


supports how customers nourish their bodies as they train with your rock star coaches, enjoy a Zumba class or play tennis. Now you’re talking!


Carolyn Fetters is CEO of Balanced Habits. For more information, visit www.balancedhabits.com.


Balanced Habits nutrition coaching in two formats: Kick Start, a 28-day group program that includes a cus- tomized binder of recommendations, group orientation, weekly check- in, a free workout every week, and a Facebook support group and costs $249; and one-on-one coaching with a customized curriculum that costs $199 to $499 per month, depending on meeting frequency and complex- ity of goal. The Kick Start program (offered three times per year) typi- cally attract 45 to 50 participants at Evolution but have had as many as 85 register. Balanced Habits is a seamless pro-


gram of multiple systems, says Froats. There are templates for social media,


Sharleen Froats


posters, email marketing and lunch- and-learn presentations, timelines to keep licensees and program opera- tors on track, an online component for support, body composition calcu- lators, back-end support, information on how to set-up support groups, and much more. When Froats ranks her profit cen-


tres in terms of profitability, she de- scribes her nutrition program as critical to her business. It ties with personal training for second place, while group fitness is first. “Twenty to 25 percent of my gross


revenue comes from our nutrition programs,” she says. “It’s not just a sideline but a legitimate part of the business. If you’re not addressing nutrition, you’re not offering a total program so your client churn will be much higher. There’s only so much you can do if you offer just fitness.”


Sharleen Froats owner Evolution Athletics Moose Jaw, Saskatchewan www.evolutionsask.com


In 2016, in the United States, the diet industry brought in $60 billion while the fitness industry brought in


a mere $30 billion. Sources: www.statista.com, www.worldometers.info


» March/April 2018 Fitness Business Canada 15


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