Professional Career Path

Ted Talk

by A.J. Jacobs

As a continue down my educational path and get closer to my ultimate goal of opening my own fitness and sports center, I find myself interested and inspired in may different articles and videos that I come across. This week I stumbled upon a TED talk that really spoke to me, as well as a short article on Entrepreneur.com that I found very relevant to the topics that I have been reflecting upon and considering in my own personal endeavors.

In A.J. Jacobs Ted Talk “How healthy living nearly Killed me” (link below) he discusses the idea of actually following every piece of health related information that is relayed to us by our peers, the media, health professions and just anywhere. Jacob’s utilizes humor to portray the idea that we are constantly bombarded with different, and frequently conflicting, health tips and tricks. He reminds us that we need to set reachable goals for ourselves and to keep perspective of what is truly important to us. I was especially inspired by this information. It really is true that society has become obsessed with different tricks and tips but at times, it feels as though we have lost sight of what is important and how to actually get healthy or remain healthy. Not everything works for everybody and it’s crucial that people know this. When I consider the different facets of my future fitness and sports center it will be my mission to educate people about what their options are, help them to set realistic goals for themselves, both short term and long term, and to assist them with the necessary information about nutrition and physical activity. Underneath all of this I hope to inspire people to find the joy in being active and to participate in activities that they can get excited about; this will help lead people to a much stronger dedication to their physical fitness and be able to remain confident in their endeavor and make meaningful life changes towards healthy living. Helping people decide what healthy and happy looks like to them is really the main goal, adding value to people’s lives and boosting their self-esteem and abilities. This TED talk by A. J. Jacobs just reminded me why it is so important to be providing my clients with real and useful information and assisting them in answering questions and paving a path that is individualized to each of their needs. 

References:

https://www.ted.com/talks/aj_jacobs_how_healthy_living_nearly_killed_me?language=en

Why we do what we do

Why we do what we do
by Tony Robbins

What makes people do what we do is the question. It's amazing to find out the answers to this question.

Tony discuss the "invisible forces" that drives us, to do what we do. I believe there is a common factor in every human being that drives them. Some people have that factor for people and some have it for objects in the world and some have it for ideas. Finding that invisible force and controlling how it drives will determine to some degree of the level of ones impact on to the world and the people in it. 

Through Tony's Ted Talk presentation he had a slide pop-up talking about and effective leader has the ability to consistently move themselves and others because they understand the invisible force that shape us. I certainly agree with this message because people are built to love and give. It feels good when people love you and it feels good to give someone something and see the satisfaction on their face from receiving the gift or service. We are wired this way for a reason. That's what makes people unique and special in their on way. 

I truly believe if we tap into our inner self to find out what it is that makes us tick. Certainly the act of "giving," helping others will be to the top of the chart. If you use the that road map and not let emotion dictate the overall result to the situation many more people will feel fulfilled and the world will be a better place to live in.

Case Study: Entertainment Brand Audit: NIKE

Take Charge.  Write your own story! --- Nike

This audit was conducted May 2015 from Internet Research

McDonalds knows burgers; but sells service.

Nike knows shoes; but sells feelings, achievement, aspirations, and victory.

Since 1972, that has been the story of Nike.  If you watch their promotional videos you will see they emphasize the emotional aspects of wearing Nike shoes, being able to do things better than they could without the shoe.  The collage below was taken from images in Yahoo and represents the beginning of Nike and a little of its history:

Take from Yahoo Search Images

What did you notice about the brand logo?

The major logo I am focusing on is Nike.  The logo, also known as Swoosh, is used primarily for sports related items such as athletic shoes, athletic clothes, equipment, etc.  If you visit the Nike site, the logo will be found all over the page.  It is in the URL, the menu bar, and all over the page.

The strengths of the logo are that it is very well known throughout the world.  When people see it they think about quality, they think about winners, they think about fitness.  One of their weaknesses ---- and this really isn’t a weakness for them but it would be for other logos --- is that it changes colors.  The colors I have seen are red, black, white, and even multi-colors.  Other companies change the color of their logo for special holidays, but Nike seem to just change it because they can.

In comparison to its major competitors, it doesn’t have to have any words for people to know what it is.  Sometimes you will see the Nike logo and the word Nike with it.  However, even little children know the Nike logo by shape.  With Adidas and Under Armour, the logo is not so easily associated with the company.  

Three of Nike's major competitors are Puma, Adidas, and Under Armour.  Respectively, their logs are as follows:

Logos taken from Google Image Search
                   

As you can see, these logos are accompanied by the name of the company and that is the case most of the time.  I noticed in my research that the logo for Adidas changes sometimes. This may confuse buyers. Truthfully, there is not any similarity in the actual design.  All of the logos may change their color from time to time.   Red and black are very popular colors and they all have been known to use the color pink for special times such as cancer awareness week.  Compared to the competition, Nike’s brand logo is more effective simply because it is backed by famous athletes and major sports teams.

What is the brand message or brand story for the brand?

Nike is worn by champions!  That’s the story and I’m sticking to it!  Nike was named after the Greek Goddess of Victory.  Just think about it.  When you become very successful in your sport, you can have a shoe, shirt, etc. named after you with the Nike logo on it.  Everyone wants to be identified with you.  Men will even wear a shirt with a big ole picture of a man on it!  The unhealthiest person wants a pair of Nike shoes.  Why, because of what it represents.

The Nike brand story can be summed up in this video:  Find Your Greatness! 

We all want to be great in our area.  Nike represents our quest for greatness --- through all adversity.  We have to keep going like the guy in the video.  When we look at him we think about his weight and maybe how he doesn’t take care of himself.  Yet, we admire him because we know if he continues he will be successful.  Every athlete can relate to his struggle in one way or the other.  

Nike is for everyone!  It doesn’t discriminate on gender, color, age, sex or physical ability.  Honestly, to me that’s the whole beauty of Nike.  I know how I feel in a pair of Nike shorts and shoes.  Some designers do not make items for heavy set people.  This particular video emphasis their slogan “Just Do It: Out Move Yesterday”.

How does the company offer an interactive experience for their customers/clients-either at the actual location and online?

Online  the company uses a lot of videos.  Checkout the video below "Out Move Yesterday!"

No matter what you are doing in life, the goal is always to do better than you did the day before. We all want to grow.  We all want to see progress.  We see this in little kids that are trying to learn to ride a bicycle.  They fall a couple of times but they get up and keep trying until they get it.  The basketball player and the soccer player are always working on their game.  The little old woman that wears Nikes to walk the block wants to be in better health.  Nike promotes progressions.  Nike promotes innovation.  Nike promotes being better than you were the day before.  They personalize the brand experience by producing commercials that promote more than athletics.  They promote people looking good and having fun in their Nike gear.  

Identify the target market.  Are you breathing?  That’s the only question that needs to be asked.  Nike has something for everyone.  Babies wear Nike.  Young and old wear Nike.  Athletes and overweight people wear Nikes.  You don’t have to be rich to buy a pair of Nikes.  If you are feeling bad, it’s a Nike day.  If you feel like you have your game on, it’s a Nike day.  Take a look at some of the people wearing Nike:

(All images taken from Google Search and put in this collage)

As you can see, the Nike brand appeals to more than athletes.  It appeals to people of all ages.  Even the President of The United States sports Nike in his past time.  In order for Nike to survive, it has to be constantly evaluating its market and giving the people what they want.

How does the company create a unique brand experience for its customers?  What did you notice about the staff, employees or the marketing/sales people?

One thing I always notice about Nike staff and sales people is that they wear Nike clothes.  They have brand loyalty.  They believe in the product that they are selling.  They are knowledgeable of the products and what customers want.  

I am basically reviewing Nike from online.  Since it is an international company, it has to appeal to clients all over the world.  Just like any other company, Nike is conscious of the 4 P's of marketing:  Product, Price, Place, and Promotion in their marketing efforts.

Nikes Marketing Strategies

I pulled the figure above from Nike’s marketing site.  If you will notice that in its strategic planning, they include “What do we want them to THINK” and “What do we want them to FEEL” and  “How do we want them to ACT.”  Think, Feel, and Act are very deep emotions that we normally don’t associate with clothes.  How do we want them to think, feel, or act when they wear or use our items?   How many people or companies that you know that try to control the emotions of their clients…..all the time! Hallmark does it with cards and flowers.  But just think, they use specific words for specific occasions.  Nike is designing things that will be seen all over the world at any given time by people of all ages and cultures.  This says a lot about the people that work for Nike.

They must be creative and connected with what’s going on in the world.  They must have skills more than just designing, graphics, and how materials are used.  They need to know about technology and how impact affects the runner, the soccer player, the joker, the football player.  They must know about psychology and sociology…what people think of themselves and what they think of others and how others perceive them.

Even though Nike is one of the top producers in athletic apparel, when it comes to marketing they have the same concerns as every other company.  They must be aware of their price.  They provide products in all price ranges and types of materials.  Competition is a major threat for them.  Just think about Under Armour and how much of the market they have and they have only been in the market for a short while in comparison.  No one gets a free ride when it comes to satisfying the customer.

How does the company create and develop its community?  

This question really can be answered in three (3) words:  Through Our Children!

Take from Google Search

Nike invests a lot of money into its community.  They also support sports in other countries by providing athletic apparel.  

Nike has a presence on all social media such as Facebook, Twitter, Blogs, and of course, YouTube.  They promote on television, newspapers, billboards and the list goes on.  They are where the customers are located.

According to Nike’s community page, they focus on community involvement in the following areas:

• Sports and Physical Activity – Nike gives supports to communities to encourage kids to be active at an early age.  If kids grow up early being involved in sports and having fun, they may maintain this behavior throughout into adulthood.  In the U.S., they have a program called Let’s Move! Active Schools.
• The Nike Foundation – Nike focuses on human potential.  Since in most cultures, even in the USA, the female gender often is given a back seat to the male.  Look at the biggest paid athletes and you will see all men.  Nike gives a lot of money to help stop the abuse and exploitation of women and girls in other countries.   Their goal is to help stop poverty and to empower women.
• Local Impact – Nike has two major funds designed to give back to the community.  The Nike School Innovation Fund which supports efforts such as college readiness and leadership development in high school.  The Nike Employee Grant Fund supports nonprofit organizations near Portland Oregon that promote physical education and activity.
• Communities in Need – supports things like tornado relief efforts to rebuild communities after tornadoes.  They rebuild playgrounds and areas that children play on and places that keep kids active.  All of this is done through nonprofit organizations.
• Grants and Resources – Grant type funding is done primarily through nonprofit organizations.  They will not give to individual schools or individuals.

What promotions and/or partnerships did you observe?  Provide specific examples of Co-Branding and/or Cause Branding with other companies/charities.

Nike has created a co-branding venture with Apple in which they put music and exercise together.  Nike created sports shoes that talk to an iPod to help the wearer keep up with his/her exercise routine and performance.

Apple iPod 

Air Jordan

As stated earlier, Nike does a lot of cause branding with nonprofit organizations primarily for the purpose of women issues and getting children to be active and love sports.  They also help organizations provide disaster relief for people in Japan and Haiti.  

Nike does the majority of its funding quietly.  The money is donated directly to the nonprofit.    The best way to find this information is to review their annual report.  

This video called The girl effect  was sponsored in part by Nike.  However, if you watch the whole video, you will not see Nike mentioned not one time.  They are interested in change not credibility!  

Nike also co-branded in 1984 with Michael Jordan to create the Air Jordans.   Since then they have recreated over 23 pair of Air Jordans and an unlimited number of shoes promoting other athletics.

 

Does this company use its website, social media, and mobile marketing to build its brand and tell its story?  What specific suggestions would you make to improve their online presence?  

Yes, Nike uses social media to connect with its clients and customers all over the world.  It has links to Twitter, Facebook, Blogs, YouTube, Google+ and other social sites. Nike has a massive online website that offers virtually everything Nike makes in one place.  

The one major thing I would change on Nike's website is to bring the footer to the top of the page.  Since the page is so massive, one has to scroll for days to see important information like Contact and Job Opportunities on all pages.   I would also include a link for new items because many people that are Nike followers want the newest clothes.  It's the what's what in fashion for the athletic minded individual

The next time you see a Nike advertisement, see how little the shoe or item is mentioned!

The Fitness and Sports Nutrition Industry Never Ends!

Meeks Fitness and Sports Training, LLC  will operate in the fitness and sports nutrition industry.  The fitness and sports nutrition industry is ever changing.  There is always a big push in the industry to find athletes that are bigger, faster, and fitter than what we currently see in sports today.  For example, when the Olympics start, the goal of the Olympians is to beat the fastest record in about 24 events; even if it’s their own.  During the 2012 Olympics games, six men’s and five women’s records were broken.  

In order for records to be continuously being broken, the Olympians must be in tip top shape.  He or she must put in extra hours away from the game building muscles and endurance.  In Tallahassee there is a large market of athletes at Tallahassee Community College, Florida A&M University, and Florida State University.  My objective is to help as many people as possible, especially to help athletes, to get in the best shape possible. Tallahassee, like any place else in the United States has a problem with obesity in adults and adolescents. 

According to Euromonitor, sports nutrition in the United States is expected is expected to increase as more consumers seek to mitigate health issues, such as diabetes and obesity, by becoming more physically active. This is not limited to just services but also extends to products such as supplements and exercise equipment.  As these statistics increase, my services will be in greater demand.

Gregory Hickey, the Director of Sports with the Tallahassee Sports Council, said that there are more sporting events coming to Tallahassee that include international, national, regional and state competitions.  This will provide a great opportunity to us as partners with them.  In addition to the normal clients we receive from the colleges and community, this will open many doors for my company to become more involvement in providing fitness opportunities.  

Commercial Weight-Loss Programs

Commercial weight-loss programs are programs like Jenny Craig and Weight-Watchers that charge their clients to participate and provide products or guidance in what weight-loss products to buy. They also provide a buddy type system so that there is always support to help the client stay committed.

Wee conducted a study of 323 programs.  However, only11 programs responded to the survey questions.  The study lasted about 12 months.  Modest weight loss was noted by Weight Watchers, Jenny Craig and NutriSystem.

The commercial programs that seemed to be most effective were Jenny Craig and Weight Watchers.  Even though patients/client achieved a little success on  these programs, most people quit because they had unrealistic expectations of how quickly they could accomplish their desired goals.

Patients that incorporate counseling with their program achieved about a 1% more success rate and have a tendency to stay in the program longer.

The major limitations to a structured weight-loss system are “cost, sales, promotions that encourage on-the-spot commitment to prepaid contracts, and the cost of program food and additional vitamins.”  As you can see in the chart below, the cost of these programs vary tremendously.  Not too many people are able or willing to spend $1,964 on a weight-loss program without any guarantee.

According to Witherspoon, structured programs should include “daily exercise, face-to-face sessions and self-monitoring techniques."

The topic of commercial weight-loss programs is important because it helps to see what systems are available on the market, if people are using them and if they are affordable.  Therefore, the weaknesses of these programs can become the strength of my program.    Also, a modified version of these programs can help me build my credibility faster.  

Nutrition for Sports Athletes

Sports nutrition has a new face compared to what it looked like approximately 10-15 years ago.  With more nutritional options, pre-work supplements, and vitamin enriched foods it is easier to maintain a healthy diet with less consumption.  I remember seeing athletes  on television talking about the massive amounts of food they ate per day: a dozen raw eggs, 2 chickens, a gallon of milk, and the list went on. 

According to Clark, there are several things we need to know about healthy choices for sports athletes: 

• Female athletes that aren’t getting enough nutrients may experience missed menstruation.  This is usually because they are not giving their bodies enough nutrients to perform all the normal body functions.  They may have endurance for the game, but the body is compensating by neglecting other functions of the body.

• All fat is not bad!  So, stop frowning every time you hear the word FAT!  There are lots of good fats such as olive oil, nuts,  and avocados.   Fats help the body to absorb vital vitamins and fuel muscles.  According to Clark, fat will help you have more endurance if you have it in moderation.

• Diets don’t work if you want to lose weight. What works best is lifestyle changes.  It is better to substitute poor eating habits for healthier ones.  Instead of eating fast foods and processed foods it is better to have fresh fruits and vegetables.  Dried fruits will work just as well as fresh fruits.  Also, inadequate amounts of sleep will cause your body not to perform at its peak level.  Lack of sleep also contributes to weight gain according to Clark. 

• Don’t overdo the protein!  Athletes have a tendency to think they need to increase their protein due to being more active.  This is not true.  You need the same amount of protein under all circumstances.  The recommended daily allowance for protein is .8g/kg; but for athletes the recommended amount is 1.2 to 1.8g/kg.  The most beneficial thing to do is distribute your protein equally throughout the day so it can be most efficiently used by the body.

• Eat proper amounts of protein.  The body can’t utilize more than about 20grams of protein at a time.  Therefore, consuming massive doses at one time is useless.  It is better as stated above, to distribute protein evenly throughout the day in smaller portions.  Healthy carbohydrates help your muscles to grow. 

• Drinking a cup of coffee before a workout may be beneficial.  Coffee or the caffeine in it, will help boost endurance and alertness. 

• Energy drinks don’t have any magical benefits that help you work out longer and harder.  What they do have in them is caffeine and sugar to give you that boost. 

• It’s important to fuel your body before, during and after exercising.   A small snack such as a banana, granola bar, or fruit like orange slices would be great to help you keep endurance during the work out.

 According to Shiver and Belts, colleges are experiencing an increase in female athletes.  They conducted a study of 52 female athletes to determine if they were getting the proper amount of nutrients needed to maintain endurance while playing sports.   

Unfortunately, the findings were that females do not get the proper nutrients and they need intervention to help them monitor the foods and nutrients they are getting in their diet.  The majority of the participants only had three (3) meals per day.  Only 9% were getting the proper nutrients to maintain their energy levels during peak performance.  The worse thing of all is that the participants thought they had good nutritional habits.  Athletes, like all people, that are concerned about meeting the daily recommended allowance of nutrients dislike tracking food consumption and believe capturing the quantity and time of meal is just too time consuming.

However, “sports nutrition guidelines have been established for meal/snack frequency, breakfast consumption, hydration, and other nutrition=related behaviors.” 

These guidelines are in place for a reason and are designed to protect the physical and mental health of the athletes.  The body needs to always have the fuel available to supply to the muscles that are being called to action.  

This topic is valuable for my research because it is important to know the truth about what works and what doesn't work for the masses when helping clients establish steps towards a healthier nutritional lifestyle. Also, since more women are playing professional sports it is important that we know how to address their individual concerns.

Do Diets Work?

Are you on a diet?  

If your answer is no then relax, you are in the majority.  Even though it seems like everywhere you go someone is talking about their diet.  According to Picchi, only about 19% of American adults are dieting.  In 1991, about 33% of Americans were dieting.  Today, people have adopted a more nutritious and health conscious lifestyle.  Instead of first popping a pill, Americans are choosing to eat more vegetables and fruits to replace fattier empty calorie foods.  Almost every food you can imagine has a healthy alternative.  Even when someone says they are dieting, what they really are doing is consuming healthier foods.  Making better choices is more economical and creates longer lasting results without some of the typical side affects one may encounter from taking pills and potions.

Picchi’s said in his survey, only 22% of people agree that slimmer people are more attractive.  This tells us that the perception of being overweight is changing and being a little "thicker" is becoming more acceptable.

So, if fewer people are dieting, why are there so many new diet pills popping up on the shelf?  Do these pills work?  Diet pills come in numerous forms: prescription drugs, over-the-counter and herbal supplements.  
  
Prescription drugs are regulated by the Food and Drug Administration and must be prescribed by doctor and gotten from a pharmacist.  These drugs are only given to those that are obese or that may have severe health issues.

Over-the-counter (OTC) drugs are regulated and can be purchased without a doctor’s approval.  Watson says these pills normally contain a substance containing PPA (phenylpropanolamine).  PPA can be harmful and potentially cause strokes and other heart related problems.  Examples of OTCs are Xenodine, Dexatrim and  Hydroxycut. 

Unlike the other pills, herbal supplements “are not regulated by the FDA because they are considered foods.”  Common ingredients used in supplements are caffeine, green tea, and guar gum and psyllium.” 

These diet drugs make-up a multibillion dollar industry in the US alone.  Now, the operative question is does these drugs work?  That is a hard question because not all drugs are designed to do the same thing.  Some drugs will help you to lose weight but very few will help you to keep the weight off.”

Virtually all diet pills will work for a short time.  No pills can be taken for extensive periods of time and in most cases 6 months is the maximum time to take pills.  Diet pills will work, but they do not always give lasting results.

This information will help develop my industry research because often people want a quick fix for their diet problems.   The diet pill industry is a multibillion dollar industry and some businesses are more concerned about the money than they are about the individual.  The dieter has the responsibility to be as knowledgeable as possible about the pills they are taking --- if they chose that route for better health.