“There’s only x amount of days until summer!”
“It’s time to start working on your summer body!”

 

I’m sure you’ve been seeing some form of this message lately.

 

It’s par for the course.

 

When spring hits, damn near every fitness professional and influencer uses this approach to their marketing.

And I’m personally sick of it.

 

Now I get it… it is an effective marketing strategy.
In fact, I am guilty of using “summer body” marketing and even creating “summer body” programs.

 

But as I have matured as a fitness professional, I realize that I was doing my audience and clients a disservice by using this particular marketing method.

 

So why is it such a big deal?

 

Most people who want to get in shape don’t know how to do it.
And promoting short term goals (that often contain short term fixes) sets the up for long term failure and disappointment.

 

I mean think about it… WHY do you want to “work on your summer body”?

What happens when you get your summer body? Do you call it mission accomplished?

If you want to lose weight for an event like a vacation, a cruise, a wedding, or whatever thing is on your calendar, do you stick to the program afterwards or go back to what you were doing before?

Do you reach your summer body goal just to fuck it all up over a weekend?

 

The point I really want to get across is that MAYBE creating short term goals that don’t mean much to you is the reason why you can’t stay on track and keep going in and out of shape.

 

Now I see the other side of it.
If you are already in decent shape and want to refine your physique for the summer, then so be it.

 

That’s not what concerns me.

What gets me is when people want to kick off their fitness journey by chasing a summer body.

 

And most of these “Summer Shred” programs have you doing extracurricular shit that isn’t sustainable in order to reach that summer body.

 

Again, the marketing from the fitness professional side is brilliant.

And good coaches and trainers are masterful with the bait and switch.

Get you hooked with the idea of getting lean and fit for the summer, only to bust that bubble when you start by slapping you with the reality of getting that summer body.

 

I just can’t do that.

I’m too direct and put a lot of value in creating a true to life coaching experience that is meant to get you in the best physical and mental shape, long term.

 

And to deliver this experience, I can’t play games.

The culture I want to create with the VXG brand is one that is rooted in commitment to the process and discipline within it to see long term results that you can maintain for a lifetime.

 

It just so happens that a “summer body” is a side effect of this approach.

Except the summer body is more like your forever body that looks good in the summer, winter, spring, and fall.

 

In this week’s episode of the VXG podcast, I go even deeper into this topic and offer an alternative perspective and approach to getting your body where you want it and keeping it there.

 

Give it a listen below.

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