#1 – 7 Ways Copywriting Is Crucial For Your Fitness Business (Website Copy)

October 16, 2017

Over the next seven days, I’ll talk about seven ways that copywriting is crucial for your fitness business.

Today: website copy.

What is website copy?

It simply means the words on your website. Whether it’s the home page, product/services page, contact us, your bio, the “our story” or “about us” bit, or a more salesy page like a squeeze page, landing page, or long form sales page. Any words on your website is “copy”.

Why does your website need copy?

Well, it would look pretty bare with just images and graphics. Even a headline or a call to action box is “copy”.

The words on your website need to persuade the reader to do something. Sign up, join up, get in touch, engage, order, buy!

Of course a website will also have information on it (who you are, what you offer).

But it shouldn’t really be about you. It should mostly be about THEM. Why are you the right person to help them, and why now? How well do you understand them, and how will you solve their problems?

Whether it’s just a simple landing page, or a full website with products and services, stories and social proof, blogs and a members’ area…your website needs copywriting.

Here are a few examples of web copy I’ve written:

Web copy for a Personal Trainer Tony Cottenden at Top Condition PT
Web copy for online Fitness Coach Kirk Miller
And online Coach Adam Cam
Web copy for sports nutrition Bulk Powders
Web copy for a sports NGB Swim Wales

For more fitness industry copywriting chat, join me on Facebook – and stay tuned here for the other six posts in this series.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 13 years experience in writing content and direct response copy for the fitness industry. Get in touch via Facebook, by sending a message here.

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A New Sport Every Month: Roller Derby

September 29, 2017

What’s got 8 wheels, a gum shield, and a witty pseudonym?
A Roller Derby athlete!

Yep, I did Roller Derby.

I’ve decided to try one new sporty thing every month. Partly to stop my training from getting stale, partly to meet new folk, and partly for the LOL factor.

Because we all know I’m no good with:

– falling down (or prospect thereof)
– jumping/moving both feet off the ground at the same time
– any form of agility

September’s A New Sport Every Month was pretty funny (…mostly for the instructors…)

What Is Roller Derby?

Just about the further thing from my comfort zone that you can imagine.

No But Really, What IS Roller Derby?

Roller Derby is a contact team sport on roller skates. Two teams of five players skate counter-clockwise around a track, during “jams” (point-scoring bouts) that last up to 2 minutes.

One of each team’s five players is the “jammer” who can score points. The other four are “blockers” – defensive/offensive players whose role is to block the other team’s jammer, and to protect their own jammer so she can lap the other team to score.

Two things really appealed to me about Roller Derby.

1) It originated as a female-only sport, and men’s teams are a much more recent thing. Roller Derby is closely tied up with themes of feminism and body positivity and, at entry level, it’s an amazingly encouraging, empowering sport for women of all shapes, sizes, ages, and fitness levels.

2) The names. I mean, come on. At my trial session I met Demi Lition, Hellen Degenerate, and Brute 66. In teams around the world, you’ll find Brazilian Whacks, Tess of the Derbywheels, and Nancy Raygun.

Roller Derby has been around since the 1940s, but fell off the radar until recent years. It’s enjoying a massive surge in interest now, so when I realised we have a local team, I signed up for the Open Day.

I didn’t get to actually play (that would have been asking way too much of my first hour on skates!) But I learned some of the basic skills: how to fall (various ways!), stop, speed up, and turn. We got to watch the Rec League in training, and then saw the main competitive team practising.

I asked Demi Lition, Founder of Kent Roller Girls, to tell you more. about Roller Derby.

Who is Roller Derby suitable for?

Pretty much everyone. You don’t need any experience or fitness level to start, and there’s no particular shape or size of person it suits best. You just need to be prepared to fall over a lot!

What does basic, entry-level Roller Derby consist of?

Most teams run a variation of beginners sessions. These can be a course over a set number of weeks, or continual drop-in sessions. My team – Kent Roller Girls – runs a recreational league. Skaters can join at any time with any level of experience, and we will teach you everything you need to know. You can take as long as you want/need to learn the skills, before getting to the level of playing games. Our rec league needs absolutely no experience whatsoever to join! Just the willingness to learn something completely new

Can you do Roller Derby as exercise/training and never compete (if you want)?

You can indeed! Recreational teams are great for this. There’s no pressure on skaters to compete, and you can focus on the fun side of the sport and of skating. There’s a place for everyone in the sport.

What does Roller Derby do for a body?

Roller Derby is all about the bum and thighs! (Nic: I concur! I “do legs” twice a week but the day after trying Roller Derby, my adductors, abductors, and glutes were sore!) You spend the majority of your skating time in a stance known as “Derby stance” – a slight squat position – which you definitely feel when you start skating! You build a lot of power in your legs to get yourself around that track. And as you make your way towards actually competing you need to be able to skate at a certain speed for a length of time which really helps with improving cardio.

Roller Derby has done more for my body confidence than anything else ever has. And a lot of people will say the same. It’s a sport for everyone, no matter what body shape, and we’re all as valuable to the team as each other. We all have our strengths based on our sizes and we all learn how to use them to our advantage. I’ve gone from hiding in baggy shirts and tracksuit bottoms, to wearing shorts in front of crowds of people. I hadn’t worn shorts in public for 15 years!

Thanks, Demi! :)

Go and visit Kent Roller Girls’s website or KRG on Facebook. Where is your local Roller Derby team? Why not look out for an open day, or pop along to their Rec League to give it a go.

Do you do Roller Derby? I’d love to hear about it!

Thanks to Kent Roller Girls for the open day 🙂

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 13 years experience in writing content and direct response copy for the fitness industry. Get in touch via Facebook, by sending a message here.


National Fitness Day – What Does Fitness Mean To YOU?

September 27, 2017

NFD blog

Happy National Fitness Day! It’s the annual UK-wide celebration of fitness (exercise, training, sport, activity… whatever you choose to call it).

What do you choose to call it? And what does it mean to you?

I’ve been thinking about this a lot recently. Why do I make time to get to the gym, work so hard that I’m often aching for a few days, and bother to set goals (goals that often nobody knows about except me and my training log book)?

I’m not a pro athlete. The effort and investment I put into training won’t necessarily come back to me. Life might well be easier if I didn’t know or care about training!

Yet I do it. Almost every day. For years – decades, actually – now.

Why?

I didn’t start out this way. I guess very few people, unless their parents are elite athletes and they were born into a sporty household, given a tennis racquet/put on horse/thrown off a diving board before they could walk 😉

So why have I persisted with training, general lifestyle fitness, and sometimes pretty high-level sport? It must be because of what it MEANS to me.

Fitness means health

Some of the extreme goals I have pursued in the name of sport haven’t been healthy (swimming the Channel, dieting down to bodybuilding-stage-lean). The sharp end of sport often isn’t. But on a day-to-day basis, fitness means health. This year has hammered this home to me. A couple of close family members have been through serious illness, and that stuff puts things into perspective. I want to be fit so my heart is as healthy as possible for as long as possible. I want to build and keep muscle so my body stays strong for as long as possible. Cardio matters. Muscle tissue matters. Activity levels matter.

Fitness means growth

Not just physical – although as a bodybuilder, that is important to me. (I actually think it should be important to anyone: after the age of about 30, our muscle mass starts to atrophy and bones lose density. By trying to “grow”, you’ll stand a decent change of keep one step ahead!) Setting myself personal fitness goals and working towards them helps me grow in confidence, learn new skills, and develop myself.

Fitness means confidence

I have no idea if I’d be the same kind of person without fitness. But I’m pretty sure that my regular fitness routine, goal setting, and achievements, empower me with a lot of confidence. Fitness is all you. Even if you’ve got a Personal Trainer, a coach, or team mates. What YOU achieve is all down to YOU. And it’s not always easy. Once you’ve achieved a fitness goal, you know you can achieve more – in business, in relationships, in finance, in life.

Fitness means fun

A lot of my social circle comes from fitness, and I’m not at all ashamed to say that. Fitness has given me friends, contacts, and an entire world of likeminded people. Training with a partner is about more than just the exercise session. It’s about friendship, talking, listening, making a human connection. The same goes for any hobby, of course. But with fitness, you’re getting healthier at the same time!

Fitness means sanity!

Training, a long walk, any kind of exercise on/in water, and even a sweaty gym cardio class gives me an important outlet for stress, high emotion, or an attack of the blahs. It’s one of my most important – and reliable – coping mechanisms. Exercise boosts my mood, lifts my spirits, and helps me put things into perspective. It also helps me work – some of my best ideas come to me when I’m physically active.

I asked a couple of fitness friends to tell you why fitness is so important to them.

Girl on the River, what does fitness mean to you?

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“Fitness has fundamentally changed my life and how I feel about myself. Becoming fit has given me body confidence I never had, makes me feel strong and healthy and has given me a load of amazing friends. Finding a sport I love has also made it really fun, which I never thought possible.”  Twitter: Girl On The River

And Lucy Fry, how about you?

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“Fitness means… freedom to express myself, strength to embrace life, and help with slowing the chatter inside my mind. It’s been a support in difficult times; a source of joy, pride and excitement…!” Twitter: Lucy Fry

 

 

 

Over to you: what does fitness mean to you?

National Fitness Day is an annual awareness day from ukactive, the non-profit organisation whose mission is to get more people, more active, more often.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist with 13 years experience in writing content and direct response copy for the fitness industry. Get in touch via Facebook, by sending a message here.


Book Review: “Science & Development of Muscle Hypertrophy” (Brad Schoenfeld)

September 7, 2016

brad schoenfeld book review nicola joyce
When Human Kinetics asked if I’d like to review Dr. Brad Schoenfeld’s new book – “Science and Development of Muscle Hypertrophy”, I didn’t hesitate. Brad is one of a small number of people in this industry who I trust as an authoritative voice. He’s one of my go-to sources for research and smart discussion around the science of gaining muscle.

I interviewed Brad ages ago for Muscle & Fitness magazine and have followed him (online, not literally, that would be weird and impractical) ever since.

“Science and Development…” is Brad’s latest book. It’s the ultimate resource if you’re interested in the current research behind muscle hypertrophy. But before I get into my review – and why you really need to get a copy of this book – here’s how to follow Brad so you can stay up to date with what he has to say. >> Brad Schoenfeld PhD on Facebook and on his website/blog.

What is muscle hypertrophy? It’s the fancy name for increasing muscle size. So this book is essentially about the Science of Swole.

The book is exhaustive. It covers every factor which could influence muscle hypertrophy, including training, nutrition, genetics, gender, and age.

It’s divided into seven chapters:

Hypetrophy related responses and adaptations to exercise stress
The mechanisms of hypertrophy
Role of resistance training variables in hypertrophy
Role of aerobic training in hypertrophy
Factors in maximal hypertrophic development
Program design for maximal hypertrophy
Nutrition for hypertrophy

As you’d expect from Brad Schoenfeld, the book is a compilation of the latest science-based principles, research, and meta analyses. It’s got more than 825 references. And the most important thing (IMO)? It’s written in a very accessible, applicable way. It’s research, but it’s practical too.

Put it this way, the last time I “did science” was at GCSE (which is longer ago than I care to admit). And I can understand it just fine!

If you’re a strength, power, or physique athlete (or someone who enjoys training with weights but doesn’t compete), or if you are a coach or PT, you need this book. Anyone who is interested what happens to our bodies when we train to gain size will find it useful.

Here’s just a taster of what you’ll find in the book:

– how the body structurally and hormonally changes when exposed to stress
– ways to most effectively design training programs
– current nutrition guidelines for bringing about hypertrophic changes
– the specific responses and mechanisms that promote muscle hypertrophy
– how genetic background, age, sex, and other factors affect the hypertrophic response to exercise

There are even sample programmes to help you design a three or four-times a week undulating periodised program or a modified linear periodised programme.

As far as I can see, it leaves no muscle hypertrophy stone unturned. And if there’s one person I’d trust to do a great job on this topic, it’s Brad.

What more do you want, people? Get it, read it, apply it. 🙂

You can get the book (hard copy, PDF, eBook) from Human Kinetics or from Amazon.

Book Review: “Science & Development of Muscle Hypertrophy” (Brad Schoenfeld) is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


Stealth Cardio Tactics (No Treadmill Required)

June 23, 2016

Cardio doesn’t have to be a dirty word. It’s been a long time since I was involved in endurance sport, but I still enjoy cardio*. However, I don’t often fancy the idea of plodding on a cross trainer for half an hour.

(*I realise that i might be kicked out of the bodybuilding “fam” for admitting this.)

So I employ Stealth Cardio tactics.

If you enjoy working up a sweat, but don’t want to do “traditional” gym indoor cardio, here are my 4 current favourites.

nicola joyce on a bike
Cardio disguised as commuting
I’ve been riding my bike to the gym (and back, obvi) a couple of times a week. Only when it’s sunny, mind. It’s not far – maybe 4 miles each way – but it involves a steep hill whichever way I go. (The gym is in the “East Cliff” part of town which should tell you something). So there’s 30+ minutes of cardio right there.

Only it doesn’t feel like cardio because 1) I like riding my bike, 2) it’s serving a purpose to get me to the gym and back again and 3) there’s plenty to see.

PS That photo is not recent. But it makes me laugh because it’s me, riding my bike, apparently to swimming club (note the 80s towelling swimming bag).

dog in a kayak
Cardio that’s funny
If you only need to do cardio for general activity levels, then the best kind is the funny kind IMO. Frankie thefitdog would agree. Here we are, attempting to paddle about together in a sea kayak. Quite possibly I found that funnier than he did. But you get my point. Challenge your kids to some sprints around the local playing field. Go and play badminton (or whatever sport you used to love) with a mate. Cardio can be fun, honest.

tabata on concept2
Cardio that’s so tough you can’t think about it til later
When I do cardio at the gym, my new favourite is the rowing machine. I’ve had some great advice from my fellow writer friend Patricia Carswell of Girl On The River, who’s a Proper Rower. I don’t know why I love the Concept2 so much, but I do! I think it’s because it’s proper hard cardio which makes me sweat buckets and feel like I might die a bit. (Don’t forget, I come from a very “ultra distance” endurance sport background).

I’ve mainly being doing “a href=”https://www.tabataofficial.com”>tabata on the rowing machine. If you’re not sure what tabata is, it’s a structured form of intense interval training. One “tabata” is 8 rounds of 20 seconds HARD work/10 seconds recovery (4 minutes). I do 2 Tabatas – 16 rounds, for a total of 8 minutes.

I’ve also done a couple of 5000m rows, and a 2000m row just to see how long it would take me. Point being, if you choose a form of cardio that’s so challenging that you can’t zone out or get distracted, you might actually feel more inclined to do it. Maybe. If you’re weird like me!

Cardio that’s so short you don’t notice it til later
Finally, this is something I’ve been doing once a week: adding 1-minute bursts of cardio in to my weights workout (as giant sets). At first I wasn’t sure if this would actually feel effective. Erm… I can report that it definitely does.

The idea of course is to make the 1-minute bursts hard, so your heart rate stays high and you break a sweat. You could do this by hopping on a piece of cardio equipment, or by using a skipping rope, or doing any kind of bodyweight move like burpees. If your gym has conditioning kit (battle ropes, sled, prowler) or strongman events equipment (farmers walk handles, tyres to flip) then that would work, too. You can easily add 20 minutes of cardio to your day by doing it this way. 20 x 1-minute feels more manageable – and more fun – than 20 minutes of zombie mode on the cross trainer.

Do you do any cardio at all? What’s your favourite approach?

Stealth Cardio Tactics (No Treadmill Required) is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


I’m 6 Years Old (So I Guess I Should Actually Blog…)

April 26, 2016

WordPress informed me today that this blog is six years old. In blog terms, that’s positively elderly. But a blog isn’t a blog if it’s not actually updated… so here goes!
the fit writer blog nicola joyce 6 years birthday

I’m not sure I’ve got a lot to say…

…so – for anyone still out there and interested – here’s a stream of disconnected ramblings about training, food, and my newest bits of home fitness kit.

My most recent blog posts were about powerlifting. Specifically the BDFPA full power Nationals in February (so long ago already?) where I squatted 105, benched 60, deadlifted 150 (but I’d like it to be known that I got 160 to my knees!) You can read about that comp by clicking the clicky <<< .

Directly after that meet, I really wanted to do more powerlifting. I had grand plans:

1) the BDFPA single lifts nationals (initially just deadlift, but then I fell in love with squatting and decided to both deadlift and squat)
2) a BDFPA qualifier, ideally with my girlbro Charlie, to qualify early for 2017 nationals
3) nationals in 2017

But then various annoying logistical issues got in the way – travel, dog sitters, accommodation – and I had to make an executive decision.

I decided to shelve my powerlifting for the year (I’m happy enough with the progress I made between my qualifier and Nationals), and to revert to plan B: get back to training, do a late qualifier (Jan/Feb 2017) and see how I get on.

What am I up to now, then?

TRAINING

I’ve brought more bodybuilding aspects of training back into my life (although my training has definitely altered since my time focusing on powerlifting). I’m enjoying doing a wider variety of exercises, and paying attention to body parts I didn’t have the time (or the need) to train as a powerlifter.

Remember “notch watch” from way back when? (No, nor do I really and I wrote it.) Well, that belt has long since been thrown in the bin (it perished – literally – after languishing in the boot of my leaky car). But I still wear my Inzer belt for heavy squats, and I’m down 3 “notches” on it since the start of the year.

EATING

Things got a little wild there out in the hinterland of powerlifting, so yes I am dieting, but very slowly and extremely “flexibly”. No meal plan, no eating out of tupperware, and no cutting carbs (indeed no cutting anything). I’m just paying attention to what I’m eating, tracking it, and working to macros. Carbs are lovely and high, and I’m loving life! I’m dieting to macros, rather than to a meal plan, but it’s a very “flexible dieting” type approach. Carbs are no lower than 180, and I got above 200 twice a week. I think I might turn into a rice cake soon!
rice cakes bodybuilder
MOVING

Cardio has made a re-appearance, partly to support the slow diet and partly cos it’s Summer and it’s a lot nicer to ride my bike and pull my sled around the field in this kind of weather.

(Sled from Celtic Strength)

Bit of sled work out on the field tonight with my push/pull sled, handmade and custom painted by @simoncelticstrength 👌🏼

A video posted by Nicola Joyce ✒️💪🐶✌️ (@thefitwriter) on Apr 13, 2016 at 2:45pm PDT

No plans for events/comps/meets just yet. I’m really enjoying getting some structure back into my nutrition and training, and seeing where it leads me over the next few months. If I end up in shape, I have the option of UKDFBA (bodybuilding) later in the year. To all UKDFBA competitors and the general UKDFBA “fam” – I will be at as many qualifiers as possible this year, and I can’t wait to see you!

I’m better at updating my social media…

Facebook
Twitter
Instagram

I’m 6 Years Old (So I Guess I Should Actually Blog…) is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


Latest favourite training, nutrition, health podcasts

October 26, 2014

It’s been a while since I listed the podcasts I am currently enjoying. I listen to tons (as well as audiobooks) because I walk so much (dog owner living in a beautiful part of the country!)

This will be the third of these types of blog posts I’ve written; my previous podcast recommendations are here:
favourites from last year
more from 2013
and podcast recommendations from 2011 (many of which are no more)

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The Ben Pakulski Podcast
For those who don’t know who he is, Ben Pakulski is an IFBB Pro bodybuilder (he was in Generation Iron). I came across his podcast when Mark Coles of M10 (whose social media content I absolutely love) was a guest. I listened to that podcast episode, applied some of the ideas to my next leg session, had DOMS for about a week, and was hooked. Ben and co-host John Meadows interview athletes, coaches and experts in bodybuilding, strength and muscle hypertrophy about practical applications and ideas in various areas.
Ben Pakulski podcast on itunes

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Elite Muscle Radio
Phil Graham is another guy whose social media content I really enjoy, and now I can listen to his podcast too. The Elite Muscle Radio podcast explores nutrition and training in pretty high-end detail but does so in a way that won’t leave you feeling lost (or bored). I was once stuck in traffic on the M25 and listened to almost 80 minutes all about dietary fats and insulin sensitivity for sports performance and body recomp. I’m not a prep coach nor do I have a scientific mind but those 80 minutes were fascinating and I was grateful for the traffic jam. All of the episodes are similarly interesting. I truly feel like I’m “getting my learn on” when I listen.
Elite Muscle Radio on itunes

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Physique Science Radio
I’m sure you’ve heard of Layne Norton. Well, here’s his podcast. He co-hosts with Sohee Lee, a smart woman who has just released a reverse-dieting book. Layne and Sohee are known for their work on flexible dieting, reverse dieting and health-based contest prep and off-season nutrition. Expect lots of evidence-based nutrition and training advice.
Physique Science Radio on itunes

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Real Nutrition Radio
I really like this nutrition podcast, hosted by Clinical Sports Nutritionist, Martin MacDonald and his co-host, Mike Sweeney. Between the two of them, they are able to discuss and dissect nutrition topics from two angles, bringing loads of experience not just from academic study but “from the trenches” of actually treating people. It’s not all fat loss and contest prep, either, which I really like. They set out to dispel myths and misconceptions and bring real talk about nutrition for health, sports performance, muscle gain and body composition.
Real Nutrition Radio on itunes

Do you have any podcast recommendations for me?

Latest favourite training, nutrition, health podcasts is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


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