Fitness industry expertise
Good creative teams still get fitness wrong.
Bring in someone who knows the industry and can help make sure the concept, language, movement, and claims feel right — behind the scenes or on camera.
Why category experience matters
The audience notices in about three seconds.
The brief says “personal trainer.” The script has the trainer cueing a squat no trainer would cue. The ad promises a result the compliance team will pull. The gym in the spot looks like no gym anyone has ever joined.
Your customers catch it. So do trainers, club owners, and buyers who know the category.
That’s where I come in — helping the creative team make sure the details are accurate, credible, and true to the industry.
The background
Twenty-six years, from every side of the industry.
Top trainer and fitness manager in a national gym chain, then promoted into national education, teaching the Apex methodology and NASM curriculum to trainers across the country.
Years as curriculum development coordinator at 24 Hour Fitness, presenting to thousands of trainers nationwide. Since then, certification curriculum that has trained 30,000+ fitness professionals.
Day-one team member on bodybugg, one of the first consumer wearables. Category manager for fitness wearables at Scosche, and a CES panelist in 2012 and 2013 alongside leaders from Fitbit, BodyMedia, and BASIS.
VP of Marketing and Communications at dotFIT, a supplement brand sold through Crunch, UFC Gym, and 24 Hour Fitness.
Built operations for a three-location boutique studio in LA: hiring, certification, and standardizing the format across every location.
Presenter at Club Industry, IHRSA, NASM, and NSCA conventions. Just as comfortable in front of a packed room as in front of a single camera.
BS in Exercise Science and an MBA. Taught the NASM certification course when it was delivered live.
How Rick helps
Behind the scenes, or in front of the camera.
Behind the scenes
For agencies and production teams that have the creative covered and need someone who knows the category.
- Subject-matter expert and consultant
- Brief and concept review before anything gets made
- Script and content review for accuracy and credibility
- Creative collaborator on campaigns and content
- On set as the person who knows what right looks like
On camera, for the right project
For projects that need someone on camera who is comfortable presenting and actually understands the subject.
Not influencer work, UGC, or celebrity talent. Rick has been presenting this material for years, from national trainer education to convention stages and CES panels.
- Host or presenter
- On-camera expert for product education
- Course and training instructor
- Expert explainer for brand and campaign content
Who brings Rick in
Teams that need fitness expertise on the project.
- Agencies that just landed a fitness, wellness, or supplement client
- Production companies shooting fitness content that has to look right to people who know
- Brands launching into gyms, trainers, or health clubs
- Education companies building fitness and nutrition courses
- Tech companies building apps, wearables, or platforms for the fitness market
Categories
FAQ
A few things people usually want to know.
What does a fitness industry consultant do on a creative project?
Rick helps agencies, production teams, and brands make sure the language, movement, claims, environments, products, and other category-specific details feel credible to people who actually know fitness.
Can you review a concept or script before we produce it?
Yes. Rick can review briefs, concepts, scripts, training content, product messaging, and other creative before production begins, or work alongside the team while the idea is being developed.
Can you be on camera, or do you only consult behind the scenes?
Both. Rick can work as a subject-matter expert and creative collaborator behind the scenes or serve as an on-camera presenter, instructor, product education expert, or explainer when the project calls for it.
What parts of the fitness industry do you know?
Rick has 26 years of experience across health clubs, personal training, fitness education and certification, boutique studios, supplements and sports nutrition, fitness technology, and consumer wearables.
What is your background in fitness?
Rick has a BS in Exercise Science and an MBA, and his career has included personal training, fitness management, national trainer education, curriculum development, fitness technology, studio operations, supplements, and marketing. He has also presented at industry events including Club Industry, IHRSA, NASM, NSCA, and CES.
Start here
Working on something in fitness? Bring Rick in early.
Bring me in while the idea is still taking shape, or before it goes out the door.