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P.32
ultratnessmag.com.au
ARE YOU AUSTRALIAS BEST PT? LAST CHANCE TO ENTER & WIN $50,000!
, t i f ! s t e Sh es fas Sh
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84 THE SECRETS BEHIND DISTANCE RUNNING
Assistant Editor Olivia says: I always knew African runners were extremely talented but after reading this it amazes me just how far ahead of the rest of the world they really are! Definitely a worthwhile read!
89 EXPO GUIDE
Advertising Executive Mat says: If youre looking for the latest fitness trends, products and go-to fitness businesses, look no further. The 2014 Australian Fitness & Health Expo is set to be huge!
COVER STORIES
32 72 56 84 28
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CARDIO
44 LACTIC ACID
How much do you really know about lactic acid?
8 10 12 14 22 26 78
OUTBOX INBOX ANATOMY 101 MEET THE TEAM WISE WORDS 2 OF US FITLOSOPHER
80 ALTITUDE TRAINING
Looking for a new exercise high?
INSPIRE
42 STRENGTHEN YOUR RESOLUTION MUSCLE
In Australia, as few as 3% of people reach their fitness goals how are you going with yours?
EAT
16 ARE SUPPLEMENTS RUBBISH AND TOXIC?
What scientific substance do supplements really have?
PROFESSIONAL
114 CODE OF ETHICS FOR PTS 118 CREATING A SUCCESSFUL ONLINE BUSINESS 120 TRAININGOVERWEIGHT AND OBESE CLIENTS 122 PTOTY 124 BEYOND FITNESS 126 CLASS OF 2014 128 CEC QUIZ
38 SLIM PICKINGS
Simple, delicious recipes to keep you trim this autumn.
70 MY RUNNING, MY PLACE
Running has taken Richard Bowles to unimaginable places, physically and mentally.
88 BAD HABITS
Feel like there arent enough hours in the day? Time management is the key!
BONUS!
EXPO GUIDE P89
Weve put together 18 pages of the latest fitness trends, products and businesses for you to check out at the Australian Fitness & Health Expo in Melbourne.
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JOINTHEREVOLUTION
WE BELIEVE THAT MACHINES DONT MOTIVATE PEOPLE. WE DO
Thats why were leading a fitness revolution to have only the BEST personal trainers in the business. Fitness expertise and a strong knowledge of how to train is a given, but knowledge alone isnt enough. Were looking for people who can build real and lasting connections with members People who understand that its not just about getting results. Its about inspiring our members to go further in life, which means being their mentor, motivator and a key player in their support system.
To find out more about becoming a Personal Trainer at Fitness First visit fitnessfirsters.com.au/pt-career-path/ WorldMags.net
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TheWellnessofWellness
I
to head to the US and take in the latest at the IHRSA conference in San Diego as well as getting swept away by the craziness of the Arnold Classic in Ohio. I wont be the only Aussie there as these events attract their fair share of visitors including many fitness leaders from Down Under. Like many other firms across the globe, FITmedia (and now Muscle Up Media) has stretched its wings and joined the growth possible via the internet on a global scale. We now have six titles and with them we have tapped into the world scene by licensing international publications like Oxygen, Clean Eating and now The BOX. We have lured international visitors to our shores to be on our expo stands. We have signed overseas contributors where necessary and we now are exporting our Aussie brands both in print and digitally. Muscle Up just launched a mag called Mens Muscle and Health which goes headto-head with some well-known mens mags; however, ours is the only 100% Australian publication and it showcases why Aussies are doing so well on the international scene! I urge you to buy a copy, it really is world class. Looking at our social media reach we are continually delighted! Our Oxygen Facebook page grows at 3,000-4,000 likes every day! Same for our Clean Eating Facebook site! We can reach 500,000 people who opt in to our pages at the click of a button. Our combined website pages reach 100,000 regular visitors. Gone are
f you can excuse my corny play on words, I wanted to chat about what is going on globally in the wellness segment. I am about
the days when a publisher produced a great mag and then relaxed. We, like many firms, now manage print production, social networks, online promotions, video production, photography and design, and merging digital platforms! Oh, did I forget mobile devices, too? I get asked every week which is the best angle for reaching and creating clients? The answer is easy - print! And that is a whole story in itself! I have never had a fitness model or writer contact me and ask to be in our digital mag or on the cover of an iTunes version! But daily we have dozens of offers to get in our magazines especially on our print mag covers! If this ever changes I will let you know, but for now print is the preferred vehicle for good content in our industry - by a mile! Getting back to the wellness of wellness, I guess the point is that we are lucky to be part of an industry that is in growth. For our brands, that growth has to offer quality! The industry now has fewer barriers, and if you are a savvy business person it is easier than ever to create a brand and see if the world is ready. I see so many people attracted to this industry and launching businesses with some amazing successes along the way. I also see those chasing fame and a quick buck. They come and go, and some do a great deal of damage along the way. It seems everyone has an angle and a voice which only adds to the everyone talking and no one listening modality of social pages. I am encouraged, though, to be doing business with many firms that I met with 15 years ago when I got involved in Ultra FIT mag. Through good strategies and relationships, many small Aussie firms have grown and taken their ideas internationally with success. As we hit expo time again, these
players will dazzle us with new products and services and as the industry grows we will see some of the ideas boom. We have included pages of new products in the magazine and we are always thankful for the companies that support us with advertising and promotion. Our goal, however, remains to be the most reliable and well researched fitness magazine available! In Fitness Michael Henry CEO FITmedia
Photo: Dallas Olsen
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WorldMags.net Create Your Own Highly Profitable Fitness Business And The Dream Lifestyle That Goes With It.
REAL
Now, we currently have over 150 clients. Sarah and I have hired a dependable admin and introduced