A few years ago, I stepped out of the primary role of taking phone calls from new customers.
But recently, with all the chaos happening in the business, I’ve been back on the phones more often — talking directly to the people who are reaching out to us for help.
One thing we always ask during these calls is:
“What is your number one goal if you were to join our program?”
Just a few years ago, the answer to that question was almost always the same:
Weight loss. Fat loss. Lose the belly. Trim down.
Now? That answer has changed.
In the last two weeks alone, nine people I spoke with told me their primary goal is to get stronger. Not lighter. Not smaller. Not skinnier.
Stronger.
Why?
- Because their doctor told them to.
- Because they were recently diagnosed with osteopenia or osteoporosis.
- Because they were told that lifting weights could help prevent fractures, preserve independence, and build bone density.
For some of them, losing weight is a secondary goal.
For others, it’s not even a goal at all — they’re either happy with where they are or are actually underweight.
The conversations that were once rare have now become common.
And honestly, it’s about time.
For the last 20+ years, the fitness industry has tried to raise awareness about the importance of strength training — but it’s always been drowned out by calorie counters, step trackers, fat burners, and cardio machines.
Now the research is overwhelming, and the medical community is finally getting on board.
Gone are the days of obsessing over how many calories you burn in 45 minutes.
Gone are the days of thinking you should never touch a dumbbell over 5 pounds.
Gone are the days of fearing that lifting weights will make you “too bulky.”
Unfortunately, that last one — the “bulky” myth — kept so many people, especially women, from strength training altogether.
In many cases, it kept them from exercising at all.
Most of you reading this already get it. You already know how important strength is.
Do your best to spread the word to those that are still unaware.
– James Pratt