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Category Archives: Fitness Nursing Marketing ($)

Great, inspirational interview from one of my mentors!

Hi future Certified Fitness Nurses™,

I just had to post this interview that was sent to me by Dr. John Spencer Ellis, of NESTA and The Spencer Institute.  I am not receiving any money from John by promoting him.  I have been following him for over 10 years.  I have my Food Psychology Coach Certification from the Spencer Institute.  The teacher, who I loved, was Mark David, of the Institute of the Psychology of Eating.  I will post some of his stuff on this blog soon.  But today I am talking about this guy, Thom Zwawa, who JSE is interviewing.  With the foundation NESTA and Spencer Institute certifications and a vision he is on track to make 100 million dollars next year.  Amazing!  What I love is the enthusiasm and passion they have for doing something they love. 

This is my hope with the development of the Certified Fitness Nurse™ course.  That you will continue to use the principles in this course, make money and take it further into what you see this training will do for you and those who you choose to serve.  You don’t have to exactly be me; but be passionate and use my model as a base to help you get going on the road to Certified Fitness Nursing™!

Please enjoy the interview and look for this great product from Thom Zwawa in Walmart!:

Also don’t forget about tomorrow great call with Cheryl Lloyd, about insurance and fitness nursing/certified fitness nursing™.
11am EST and 8am PST, Sat., Sept. 17th, 2011
Phone number:
(201) 793-0051
Access code:
Also you can listen through your computer here:

For the recording (after the event, of course) go to: and please opt-in, if you haven’t already.

Thank you for your interest and continued support,
The advisory board is complete go to:

These dedicated health care professionals can see the vision where there needs to be a qualified, compassionate and knowledgeable HCP professional who the physician/APN can trust.  Not to just refer, but collaborate with their patient’s plan of care of improved health, by improving their pre-diabetes and inflammatory state through tried & true, sustainable waist reduction methods.

I’m looking forward to talking with you on 9/17!

Yours in Fitness & Nursing,
Lori (a.k.a. Minky)


9/11, Insurance questions?

Hello fitness nurses!

I celebrate summer all the way through here at the seasonal Jersey Shore.  I have about 2-3 more weeks of sun and fun left.  I like this time of year here because it’s quiet and I can bring PangPang.

Yesterday was the 10th anniversay of the 9/11 attacks.  I made a point of watching until my accountant’s husband’s name was read.  He worked for Cantor-Fitzgerald, floors 101-105 at WTC 1, over 650 people of that company died.  She showed such grace in the years that followed.  I remember how many people did not retreive their cars from the marinas, where they took the ferries from Atlantic Highlands into lower Manhattan to go to work, as they usually did.  For me, it was the day my mother was discharged from the hospital after her heart attack days earlier.

Her physician discharged her at 8:30am, little did we know that within an hour, no one else would be discharged or admitted on that day.  Later, I tried to imagine the anguish that those people felt, looking for their loved ones in lower Manhattan.  I said to myself over and over again, “Thank God I have my mother”.  9/11 to me marks the day that I felt blessed when there was anarchy and anguish for others.

My appreciation and amazement of my mother’s survival of a heart event was cut short by only 6 more years.  In 6 years of going to cardiac rehab, the gym MWF for 6 years, religiously following her endocrinologist’s orders, and trying to do the best she could… she died on a treadmill, November 2007, trying to live.  She had “the big one”.

But why?  The more I found out what happened to her the more I started to hate these 3 popular terms, “healthy diet”, “cardio” and “low-fat or fat free”.  So vague and subjective, yet so many people feel they are doing “their right thing”, just trying to live, like my mother but it wasn’t safe.  Like newsman, Tim Russert, my mom and many people like them could have avoided that fate of losing 20 years off their life.  Could a nurse trained in fitness as their specialty help people avoid that same fate by utilizing the tried and true waist reduction techniques used in conjuction with the skills of a professional nurse?

This began my journey into what is now the Certified Fitness Nurse™ course.
I reflected on that at the beach today:

"Time to finish up the CFN modules and check PangPang..."

Contemplation is good sometimes.  PangPang is good most of the time…

Is that PangPang in the bag or on the sand? (Ha!)

I got to work and finished up the CFN course modules and started planning this call on Saturday about insurance questions and Fitness Nursing.  I had to answer these questions myself, hence the switch to Certified Fitness Nurse™ when I give out advice.

I was having fun, making the people fit into my fingers.

I wondered if I developed a fitness and waist reduction course, specific to what nurses do in our Nurse Practice Act, then give myself a title, can I be insured?  The answer is yes.

But can I get insurance calling myself a “fitness nurse” and not doing what nurses do in our Nurse Practice Act?  Not so sure.  Probably not as a professional nurse.  But you could get liability insurance as a “fitness professional” with a sports insurance company.  This is what I used to tell nurses who were working in fitness to do.  BECAUSE, you are working as a fitness professional.

We will being having a discussion on insurance and Fitness Nursing with Cheryl Lloyd, RN, this during this Saturday, on the CFN Preview call.
To get the recording go here:

The call, “Insurance & Fitness Nursing”, is Saturday, September 17th, 11am EST, 8am PST.
Phone number:  (201) 793-0051
Access code:  704896# 
If you are on my Fitness Nursing mailing list you will receive the call information,
but not the recording.  Recording is sent to CFN lists only. 

I hope I haven’t done all this hard work at the beach for nothing, please call in with your questions or just listen and take notes.  I love to hear your feedback and what’s going on with you.
Yours in Fitness & Nursing,

No, I haven’t abandoned fitness nursing

So, you’ve noticed the new name of this blog.  No, I haven’t abandoned ‘fitness nursing’.  I’ve just stepped back from it. 

At the Jersey Shore, we have to have beach passes. I've done a lot of writing and researching for CFN over this summer. A lot more to go and I'm loving every minute of it!

I think that it’s great that nurses from all over, who are interested in fitness, have contacted me and have, many have, asked me for help.  Over the summer, here at the Jersey Shore, I’ve noticed a pattern of the e-mails that I have been getting.  The general title “fitness nurse” can be and is used by any nurse who works in fitness, wants to work in fitness and/or is looking to find a nurse-type job in fitness.  I didn’t invent the ‘fitness nursing’ title.  Actually, I first heard the title back in 1995 from, one of my mentors, Donna Cardillo, RN, of Cardillo & Associates.  Which brings me to why I am taking a step back from the general ‘fitness nursing’ title and promotion of that title.

Here’s the reason – It’s NOT me.  I hate to utter that stupid phrase, but hear goes, “Been there, done that.”  Not as gratifying for me anymore.  Maybe if I was just starting out, but not now.  It’s just not who I want to be, not anymore.  I don’t want to work in fitness; I want to work in nursing!  I feel that more specificity is needed, if I am going to put in the hours that I already am and work from my heart and passion in my soul.  Basically, I can’t control what all of you who call yourselves or want to call yourselves (fitness nurses) do.  For me to give guidance and help spread my message of halting metabolic syndrome and prediabetes through nursing skills and exercise, I have to do it my way.  Once you hear that message, you (fitness nurse or interested in fitness nursing) have to decide if you want to be a part of a specific group of fitness nurses who will become certified to do that (help me deliver that message) or develop your own fitness nursing career with your own rules; not mine.

I hope you get this.

I am NOT abandoning you!  If you want and need some mentoring or advice on how to get started doing ‘your own thing’ as a fitness nurse, I can still assist you.  I still will offer mentoring classes and private coaching.  And, when I am able, answer your e-mail questions as much as I can.  But to make myself clear, I am focusing on the development of this Certified Fitness Nurse™ course with a group of other healthcare professionals, in an collaborative effort to bring about the best client outcomes.

I will still send those of you have are on the general fitness nursing e-mail list, my monthly fitness nursing e-newsletter, with tips, announcements and recommendations.  But that’s pretty much it.  You may say, well, Lori, I haven’t gotten much from you anyway.  That’s because I have been writing curriculum all summer for this one-of-a-kind incredible and exciting course!  It took 4 weeks of writing, getting approvals, reviewing and editing, just for the CFN Standards of Practice alone!  Those of you who are on the Certified Fitness Nurse™ e-mail list will receive more often and more current updates with fresh, more focused and even hotter business tips for being a Certified Fitness Nurse™, because you have decided to take another step towards distinction of a profession that we are developing.

As far as the website, I will still post your photos and businesses, if you want to still send them to me.  That website can serve as a place/platform for all fitness nurses to show yourselves and what your goals are.

If you haven’t figured it out yet, you can go to and read more about our philosophy and the course.  As always, I welcome your comments.  By the way, most of you who comment on this blog are already of the Certified Fitness Nurse™ e-mail list.  Goes to my point of… I only want to market and spread my ideas to those who want to receive them.  If that’s 10 of you or 1,000 or more of you. 

Thank you for understanding and continued support please let me know if I can be of assistance to you as we all move forward into a new world of fitness and nursing!

Yours in Fitness & Nursing,

Certified Fitness Nurse™ Model

Posted on

Hi fellow fitness nurses,

WOW!  What a past 10 days I had! 

My Fitness Nursing wellness program at Physician’s office

Everybody showed up.  That’s 90 percent of my angst… relieved.  All 10 people showed up for the 8-week program.  Because I did introduction sessions and a lot of follow-up, the participants were also very excited about signing up.  The physician also did a great job in recommending my services to these patients of his.  Using his office was also a great place locally, for everyone to get to, 2 of the participants are in walking distance of the doctor’s office. 

"You have to be healthy to lose weight (permanently); NOT lose weight to be healthy" ~Dr. Diana Schwarzbein, MD (My mantra for the Certified Fitness Nurse™)

Once a week doesn’t seem to be enough support for many of my participants.  So this Wednesday I will ask them to vote on an evening, Sunday or Monday, that we will have a conference call and possibly computer presentation on those nights.  These teleconference calls will be in addition to the Wednesday evening meetings.  I will recap that past week’s session, in case someone had to miss, and I will listen to challenges and offer suggestions for the upcoming week.  There was one woman who wants to work with me privately.  I charge a lot of money to work privately with someone.  It’s just so much more cost effective and fun to work with a group…to me anyway.  But you can make your own decision how you want to work with your clients.  In a group, I make $200.00 or more in an hour, and I just duplicate the packages/systems.  In a private setting, one-on-one, you may charge $75-$100.00 and you will earn every penny and you may also accrue some frustration with a (PIA) client, who can be quite demanding.  I like the one to many model and charging by the package; NOT the hour.  It’s best to set your business up so that your time (privately) is premium.  I hope this is sounding appealing to you.  Because…

Announcing The Certified Fitness Nurse Academy’s Nursing’s™ Certified Fitness Nurse™ Course Model:

Yes, the above attempts to find a viable venue for nurses who are interested in healing people under a physician’s care, through a special eating plan and proper exercise is being developed.  Those of you who wish to call yourselves fitness nurses and work in gyms and clubs, please continue to promote yourself as a ‘fitness nurse’ and continue to do your great work.  But this course will be for the nurse who is a fitness enthusiast, has a fitness certification and/or exercise science degree and wants to do their great work outside of 6 days a week of cardio craze and bootcamps and low-fat, no fat diets.  This certification will prepare you, the soon-to be certified fitness nurse, to offer your services to other healthcare professionals and healthcare organizations as a means to help sick people (like your neighbors) heal through documented ways that best reduce inflammation, reduce belly fat, decrease heart disease and diabetes the quickest, safest way possible.  And these ‘sick people’ are your neighbors, family members and co-workers.  Just because they are ‘not hospitalized’… doesn’t mean they are not sick or well on their way.  Remember there are over 70 million pre-diabetics, probably many more undiagnosed.  This is a form of prevention isn’t it?  If we can stop people from getting worse… it’s rewarding to us and appreciated by folks in healthcare who we work with; isn’t that what we do?  Heal first; lose weight second.

This course (Certified Fitness Nurse™) time table is to be offered Spring 2012 and will be offered over the internet.  You will need certain criteria to take this course.  Go to to see the update.

The Certifed Fitness Nurse Academy will also offer an ebook called, Fitness Nursing 101, by Winter 2012).  It will also be available over the internet.  It will be an introductory course about fitness nursing and how to become a fitness nurse.

Stay Tuned for more class information

Please look for future fitness nursing class information on this blog and in e-mails.  Up to that time in the Spring 2012, Certified Fitness Nurse Academy will still offer classes to mentor those of you who are ready to go now and may need some guidance.  Please don’t forget to call into the free monthly preview calls and get your questions asked.  Thank you for reading and I look forward to all of you becoming great fitness nurses!

Yours in Fitness & Nursing,

9 clients from a physician sign up

Posted on

Hi fellow fitness nurses,

I ended up with 9 clients who said “yes” to my wellness program that I offer to physician’s practices.  I started out with 31 names from the doc (his patients).  Not surprisingly the people who came to the information sessions are the one who signed up for the wellness program.  Meaning that I called every person (all 31) and I could feel through the phone that many of them just wanted to appease the physician and tell him that they were interested, when really they weren’t.  You can’t force fitness on people, even offering it as a healing method, as I do.  Also, just because the physician thinks someone is great for my program…doesn’t mean I do.  My program involves carb reduction and intermittent fasting, not necessarily great for all diabetics or really stressed out people, emotionally not ready. 
The program starts on May 11, so let’s see who shows up.  I have to e-mail and call them to keep reminding them.  The doctor’s office doesn’t do this, it’s my responsibility.  Signing up is not the same as showing up…


The program is something I want to offer to other healthcare professionals who have their own practice and are looking to offer wellness as a option to their clients too.  I am thinking about using this wellness program as a model for other fitness nurses who ‘buy’ into my philosophy that nurses who want to compliment their nursing skills with a fitness specialty, will work with other healthcare professionals and within healthcare, not a gym or club.  Entrepeneurs (people who have their own practices, physician’s, APN’s, LCSW’s, registered dietitian’s, chiropractor’s, dentists, plastic surgeon’s, nutritionists, coaches, etc.) are more apt to invest in providing more value to their services than the general public.  In other words, it will be easier to sell (make money) to the above, than to the public.  Anyone interested in learning about this model?

I’ll keep you updated after the program starts next week.  9 signed up; let’s see how many show up.

Please go to and opt in to get the recording on “Nurses who want to work in fitness profession” I talk more about this philosophy. 
Yours in Fitness & Nursing,

Nurses already working in fitness

Hi Fitness Nurses,

I just received an e-mail from a fitness nurse who owns her own studio.  She totally understands the need to call herself a ‘fitness nurse’ but is concerned about this name change and the perception from her current customers/clients who know her as a personal trainer or group exercise instructor.  Also she is attracting ‘healthy people’ to her studio and not ‘unhealthy’ people  who I suggest you seek out as a fitness nurse.  I know I have been saying for a long time now that you have to call yourself a fitness nurse; but I never suggested that you get rid of current clients and force them to call you fitness nurse. You have to start where you are.  Some nurses want to be a fitnessnurse and have never worked in the fitness profession. (I would still make all the written changes in your marketing and at some point you have to call yourself 
one or the other to avoid confusion)

For less inflammation, we now offer coconut milk; inflammatory, processed soy milk is no longer available.

Changing the menu

If you owned a restaurant and wanted to change the menu; because you want to start moving in another direction, because you want to make more money, work less hours and get to a new section of customers who really would love your food, if you caught their attention… you may lose a few customers during that change.  But the ones who love your service, your atmosphere, the ‘taste’ of your food, would hang in there, no matter what you changed on the menu.  You’re not going from Southern cooking to Italian cooking.  You’re just changing some items on the menu.  For example, instead of doing fitness assessments in the future; do fitness nursing assessments.  Instead of or in addition to a offering large group fitness class to 20 people; offer small group with a specific problem in mind, and yes…charge more.  People will pay more if it’s a solution to their specific problem.  Offer a fitness challenge for members who are at risk for osteoporosis or who has high blood pressure or pre-diabetes.  The outcomes measured are better lab numbers, feeling better; not so much weight loss (but maybe).  That is priceless.  Take a survey on what’s keeping them up at night about their health; what are they worried about?

Not getting fitness nursing clients?

Do NOT give up what is making you money right now.  BUT… if you are at a glass ceiling working as a personal trainer and/or teaching 10-12 group exercise classes a week, (which is what I used to do; group exercise instructors typically look like hell.  No rest.  Body injuries. Grab ‘n go food) and want to become known as a fitness nursing expert, you have to start marketing in a way that targets what is bothering people now, not just weight loss.  (ie, taking medication, trick knee, food cravings, osteoporosis, low HDL/high triglycerides, worried about getting cancer or another disease, etc.)  Remember tell people what their transformation will be when they work with you; not who you are.  This is why I say that fitness nursing may be a challenge in a “traditional gym”, studio or fitness center (where the primary result is image, image, image)  So, what’s next, once they get that image they worked so hard for?  Unsustainability? – Are they really healthier mentally and physically? Or is there more weight gain later, possible injury, neuroses like cardio junkies developing?  So, once you know who you want to help and how you want to help them; you have to ‘qualify’ them.  This does mean saying ‘no’ to people who don’t fit your transformation offer.   If you just take everybody and anybody to pay your bills, these people will take you away from the people who really need to work with you.  I know I’ve been there.  I hated every minute of working with these energy zappers and time wasters.  They are not loyal to you and they expect the most from you and want to pay the least right before bathing suit season (at the Jersey Shore, we have bathing suit season)You’re turning into a rep-counter.  I suspect you nurses, who are working as trainers in a gym now, may be feeling this way.

Remember the “courage” part I mentioned?  You have to be confident too.  If you are not confident in being a fitness nurse, you need to find out why.  I sometimes feel like I am single-handedly trying to find money-making venues for fitness nurses.  I have to educate other nurses, other healthcare professionals and the public.  So do you. 

With this physician who I am working, I’ve had to tell him 7 or 8 times what I’m going to do.  Patience.  I thought of all of you when he just suggested I do another information session, I’ve alreay done 2 and one more this Thursday.  He wants me to do it when I’m already scheduled to begin my group sessions at his office!   
Deep Breathe.  Think about if Ican pull this off… I can easily have 6-8 clients, who I eventually qualify, each month, without massive marketing and sales. 
This is the grunt work and it’s not always easy.  We have to almost make our own jobs.  Maybe in a few years, fitness nursing will be a household name.  For now, we may not get a lot of clients; we may even lose a few PIA’s (Pains In Ass) clients.  However the clients we do get will be clear on who we are and what we offer.  They will be quality clients; our ideal clients, who will pay the money we deserve. 


Start Out How You Want To End Up!

My mother always said, “Start out how you want to end up”.  Be confident in your ability and all your skills.  So, don’t get discouraged, make concessions and sell yourself short when promoting yourself as a fitness nurse to physicians and other healthcare professionals and the public.  They haven’t heard of fitness nursing, so you have to be more confident than ever before.  You are better equipped to deal with the problems mentioned above than a personal trainer.   If you try to wear the personal trainer hat and the fitness nursing hat at the same time may confuse the public; the people who visit your club or studio. Remember also that if you are working in a fitness setting as a personal trainer and happen to be a nurse, are the sales people promoting you as a fitness nurse?  Does anybody else who works in the gym/club care or even know what a fitness nurse is?  I’m guessing not.  Do you know what to tell them?  You really need to call in to one of my free calls if you don’t. 
See this is where we are right now.  Going up hill.  But I believe it’s worth the trek.  ‘Cause once we get to the top, the rewards will be grand.  Financially and publicly.  Being clear is what we have to be.  If you need help with clarity of what kind of fitness nurse you can be, be sure to call into the next FREE Fitness Nurse on Duty preview call.  Saturday, April 30, 2011.  Call in information is here:

It’s so much easier just staying a personal trainer or group fitness instructor, isn’t it?  I know there are times, I feel this myself.  But soon, very soon after that fleeting thought I’d quickly remember the lack of respect I used to get from someone who has a weekend certification, tell me how they could be a nurse because they know
how to take blood pressures too.  And then I look at my paycheck and all the total hours I worked… And I say there has to be a better way. 

One day in particular I paid close attention to the middle-aged woman limping over to the ‘next’ machine in the circuit and starts to do too many reps, not enough weight and is favoring one side… she then proceeds to get on the electrical impedence body fat machine and wonders why it’s saying she’s fatter now than before she worked out (dehydration skews the reading making you read fatter).  She does the same thing every time she comes into the gym.  I want to help her.  Emotionally and physically.  But I have to eat something right now or I’m going to pass out… I have 2 group classes to teach in an hour.  Eventually she stops coming because she’s NOT getting any results or not as quickly as they were promised; but she’s hurting herself physically and emotionally.  The next thing she’ll be saying is, “Exercise doesn’t work for me”. 
I really do care and so do you.  These kind of people are all over.  I just think it would be easier to get a few clients referred to you as a fitness nurse from a physician/APN, than marketing the general public, like most personal trainers do.

I’ve written enough now.  Do what you have to, to pay your bills… But I feel that if I am going to struggle; I might as well struggle attempting something I’m passionate about… I have a better chance of making it and making more money with 5 or 6 quality clients I love; than dreading what I do and ‘wishing’ it would change with 30 clients who are running me ragged.  When I add up all my time (not just training time), my tolls, gas and aggrevation… I end up making $10.89 an hour; even though I might have charged $60.00/hour or more.  Now add in 30 clients.  Do you feel me?  Slowly change your menu to what you want to do.  Be precise, give them what they want, make them happy and then get out of there…  be the ‘nurse’ in fitness nurse.  Offer packages instead of hourly rates too.  Your services have to be different from what a personal trainer’s services (menu) may be.  One fitness nurse is doing a great job while in transition. Check out her website.

Yours in Fitness & Nursing,

Ego-strong physicians or ego-strong club owners?

Hi Fitness Nurses,
Everytime I write an entry, I tell myself that I will keep up this week…with at least 3 entries.  Then the week’s over and I’m almost halfway into the next week.  I wanted to give you an update with what’s going on with this physician who has opened up his patients to me.  Did I mention that many physicians have strong egos and are control freaks.  Maybe a necessary evil for the type of work they do.  I can deal with that…It’s the micro-managing and passive aggressiveness that’s leaving a bad taste in my mouth.

Kind of how I'm feeling right now!

I am learning a lot from this physician…but not in the way he thinks I am.  I am studying his responses to my decisions, what his concerns are and the logistics of his office.  If you approach a physician and they are interested in what you have to offer, be suspicious.  I should have known that there were covert motives here.  This physician wants to break into another area of wellness that he can’t sell directly to his patients, because it would be a conflict of interest to his patients.  Probably frowned upon by the medical establishment.  Without telling you exactly what he’s selling, I really don’t have a problem with a doc wanting to branch out and make more money.  Here’s what I am having a problem with:

  1. Telling me that I can offer my fitness nursing services to patients (provided by him and his clinical staff); but then once I get started he has to micro-manage and base my performance on 2 people who would not be my ideal clients anyway.  Which lead me to the next issue:
  2. If you [the physician] want me to ‘sell’ your wellness product to your patients, tell me that’s why you are motivated to work with me.  Then we can openly work out the logistics for ‘soft-selling’ and marketing.  But to expect me to read your mind [the physician] and covertly try to get me to know your agenda, while I’m doing my program, my way… is not only frustrating, it won’t work.
  3. Finally, I am going to go through with what I promised to offer his patients.  And I do still think that physician’s practices can be a great venue for Fitness Nurses.  But you have to be crystal clear in what you have to offer, the time frame, the outcomes and the costs and don’t buckle if the doc makes a sarcastic comment.  Stick to your program, the one that works for you and previous clients.  Don’t let the physician try to tell you how to do ‘fitness’, your specialty.  Let them know that your program is not for everyone.  Give them your qualifying criteria for clients.  Boy, I don’t miss the units (if you are working on one… I’m sure you have mastered ‘handling’ physicians and their egos.  Which is what a lot of this is about…control)

Remember their practice is their ‘baby’ and they want to protect their patients, so we all respect that.  Just make sure you are getting the respect you deserve too.  Out of the 25 patients that were referred to me,  if I qualified them myself, maybe only 4-5 would be close to my ‘ideal client’.  But I think that’s great, I don’t just take anyone…been there; done that, as they say.  It’s a nightmare when you just take anyone and you get problem children who just want quick fixes.  When I say problem children, I don’t mean health problems per se, I mean they cost you more money to work with them because they are not your ideal client, they don’t listen or do the work necessary to be successful and they are used to going to a doctor who will take their insurance.  Remember health insurance does not provide health; to be healthier for the long term, patients (people) have to step outside the ‘copay box’ and be responsible for their life choices and recognize that they may need guidance… which costs money.  The ego-strong club owners already know this.  I’ll keep you posted on what happens next. 

Yours in Fitness & Nursing,
P.S.  I do have another physician who is interested too in talking with me.  What I learn here in my current adventure, will help me tremendously in the future.  Don’t worry, I’ll share it all with you.