your program and your approach, regardless
of how proven and effective it is.
What do you do in terms of your
ongoing education?
I’m a huge fan of always learning, particularly
through face-to-face workshops. At the
start of each year, I select which workshops,
mentorships and immersions I want to be a
part of and try to craft my calendar around
the ability to pursue them.
How long do your clients stay with you?
85 per cent of our clients are long term (12
months+) with many choosing to work with us
for longer. We have relationships that have been
ongoing since Cheryl (my wife and business
partner) founded Lonedog nine years ago.
How do you get new clients?
Word of mouth trumps any of our other
marketing. Nothing sells our product better
than the results clients achieve and the
testimonials they share.
Do you vet clients before you
agree to train them?
Yes. We offer a free initial consultation
that includes a health screen, movement
observations and a program design
questionnaire.
Do you ever turn clients away or
refer them to other PTs?
We absolutely refer clients into our network.
Some people are seeking specialisation and
others have requirements outside of our
scope. We have never turned anybody away,
but we also understand that we may not be
the perfect fit either. People have made a
big decision in coming to see us, we want
to guide them in the right direction for them.
What makes you different to other
trainers?
Rapport and empathy. Working with people
and asking what they want so we can explore
the solutions together. When people don’t
want to do what you suggest, the problem
is not a non-compliant client, the problem is
What is the best thing about being a
PT?
The potential it has revealed in many aspects
of life – not only fitness – for countless
people I’ve met along the way.
And the hardest?
Cognitive dissonance (ha ha – I wish I was
joking!). It’s a real challenge to introduce
new concepts and education to people
when it conflicts with their existing beliefs.
These opposing points of view often cause a
disruption in progress towards clients’ goals.
Understanding their perspective and building
relationships can be difficult but are key for
long term success.
What’s the biggest misconception
about working in fitness?
That to get success in fitness or performance,
sacrifices to physical and mental health are
a standard part of the process. I know pro
athletes who have performed at the top
level but destroyed their bodies to do so
and have witnessed plenty of people trading
their health to pursue their ‘perfect’ body.
I love their passion and intention, but there
are plenty of strategies that allow high
performance, peak health and looking good
on the beach at the same time.
Where would you like your career
to take you?
I’m incredibly grateful for where it has already
taken me. You start with your vision and as
you follow it, these tangents of opportunities
keep arising. Your work can manifest some
brilliant experiences and I am excited for
what else will present itself while cementing
Lonedog in the health, wellbeing and fitness
community.
What is your fitness philosophy?
Learn by doing. Remain open-minded and
explore things for yourself. Everything
continues to evolve so you must also retain
that ability.
What advice would you give to
someone starting out as a PT?
Surround yourself with mentors and likeminded passionate people, but don’t get
fixated on any one guru. Don’t be afraid to
ask questions, and maintain the humility to
collaborate.
Follow Shannon and Lonedog on Facebook fb.me/
LonedogHealthWellnessFitness, Instagram
@lonedogshannon and Twitter @lonedogPT
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