The celebrity fitness professional

American Fitness, Jan-Feb, 2005 by Jim Labadie, Lizz Harmon

Fame is an old phenomenon. Characters of renown were admired in ancient Greek and early Christian cultures. Tales of their achievements formed the basis of the pedestals they were raised on. Thanks in no small part to the news media many celebrities today have become known for their fame, rather than heroic feats.

You know you have attained celebrity status when:

1. people start telling you, "I see your name everywhere;"

2. you are asked to write articles and give speeches on your area of expertise;

3. reporters call repeatedly for comments on trends and developments in the news.

Celebrities as Brands

Increasing visibility and creating celebrity status through the media begins at home. It starts with you, the fitness professional. You determine what you want to be known for and drive that message home every chance you get. Celebrities are brands. They are defined by people's perceptions.

External audiences relate to celebrities the same way they respond to other kinds of brands. The mention of a celebrity's name conjures a mental image, an opinion, memories of past actions and a sense of likely future behavior. Decide what niche you fill, where you stand out, and focus on that.

Understanding the public's motivation for following celebrities explains the concept of celebrities as brands. The public is not interested in that particular human being. Rather, they are interested in the persona, that readily available public face with which the public feels it has a relationship. That celebrity image is the brand.

For a celebrity, fame and experiences are often nothing more than manufactured products perpetuated by the press. The hero is distinguished by his achievements; the celebrity by his image. The hero created himself; the media created the celebrity. The hero is a big man; the celebrity is a big name.

Expose Yourself

Achieving celebrity status can only be accomplished by diligently promoting both one's projects and celebrity status. But is a person who did heroic things a hero if nobody knows about him? The answer is self-evident: there are hundreds of outstanding individuals whose amazing achievements are nothing more than footnotes in history.

If you want be that celebrity fitness professional--the one in the morning paper, on the local news show and on the radio--you have to believe you are. You have to take a proactive approach to media interviews and offer articles to publications of all sizes and topics.

If you expect to be a celebrity fitness professional, you have to have at least one, preferably several, good-quality professional photos of yourself. A standard headshot would be the absolute minimum. But, if you're going to pay a photographer, have him or her shoot some "environmental" or "storytelling" portraits of you in your studio with fitness props or in an action setting with you performing different exercises.

Good photos get published and draw attention to a story. Think about it, when you see a person's picture in the paper you automatically assume he or she must be someone important. Invest in good photos.

Speak Up

Public speaking is one of the most powerful ways to establish yourself as an expert, get free publicity and gain celebrity status. Choose a compelling topic and give your presentation a catchy title. Include audience participation. Tell personal stories illustrating your point. Use humor.

If you've never spoken in front of a group, start small. Call program chairs at local organizations such as Rotary, social clubs or any interested audience. Check your local newspaper for listings of groups that have speakers, call and pitch your topics to them.

Speak to local groups such as the Chamber of Commerce, which typically sends hundreds, sometimes thousands, of newsletters and e-mail blasts to members. You will even be exposed to people who can't attend the presentation. Even if they've never heard you speak, the fact that you were booked as a speaker gives you instant credibility.

When you're booked for a speaking engagement, ask the host if news releases are being sent to the media. If they aren't, spur them to do so.

After you speak, offer the group a short 10-point summary of your presentation for their newsletter. This exposes you a second time to people who heard you speak and those who didn't.

Utilize the Web

Every celebrity fitness professional should have an engaging Web site. It should convey your celebrity appeal, or at least give the impression that you're a celebrity. Here are some tips on how to do that:

* Include an eye-catching photo of yourself.

* Include photos of yourself with other celebrities or community leaders. They elevate your image by association.

* Post your appearance or speaking schedule, complete with locations, topics and contact information.

* Post articles written by and about you.

* Use testimonials from your clients and customers speaking of your expertise.

* Start your own electronic newsletter or send a "Tip of the Week" via e-mail. Ask people who visit your Web site to sign up.