Health & Fitness Tips from Australia's Personal Training Professionals
Women's Fitness

Women's Fitness

Amelia Burton

“Get active on social media. It functions like a live business card and provides extra value for your clients.”

For many people exercise regimes still seem distant and daunting. Demands on time throw up challenges to getting fit, however a healthier approach to living is still at the top of many women’s lists of priorities and it’s the fitness trainer that is there to guide them along their journey.

The Department of Employment and Workplace Relations reports that the demand for personal training is growing, and that gym memberships are continuing to rise in every state and territory of Australia.

It’s fitness experts like Amelia Burton that know that women need a little guidance when it comes to the health and fitness arena. She’s now built a successful 14 year career in the health and wellness industry, making a meaningful difference to her clients in the process.

Current ABS data shows that 55.7% of Australian women are overweight and that more than $7 billion will be spent by 2017 by those seeking to combat their growing waistlines.

As a leading personal trainer, nutritionist and former health club owner, Amelia has made it her mission to train and educate women in a healthier way of life, and debunk many of the macho myths that occupy many male approaches to fitness.

She recognises that ‘health and wellbeing’ is a big industry. Yet she doesn’t sell magic potions or quick fixes, she uses her body movement knowledge to guide her clients to their goals.

It is this learned trust and clarity that inspired Amelia and her business partners to co create the Michelle Bridges’ 12 Week Body Transformation, a program that has shed over one million kilos from its members.

1 You are an inspiration to your clients but how has your career evolved and how do you juggle so many commitments?

I spent nine years on the gym floor and trained hundreds of people. I loved coaching my clients and I had a head full of knowledge. I bought my own health club and set up a blog and started writing regular articles.

The TV work came about through my blog and after my initial appearance on Channel 9, I told them I had many more ideas and asked if they would be interested in having me back. Five years later, I'm on a regular TV show and loving it.

Michelle Bridges and I are great friends and we always chatted about doing a project together in the online space. So when the idea for the 12 Week Body Transformation surfaced, we had an exciting feeling that this program could really change lives.

Juggling everything is a fun challenge. I am strict about scheduling and have had to learn the art of saying no. This all helps - however, there are still weeks when the planets don't align and things get stressful.

It's no surprise that my best coping mechanism is a rip-roaring workout. That sets my mood, and makes me think I can accomplish anything.

2 You have helped thousands of women reach their goals. What has been your greatest career achievement to date?

There's no doubt that the Michelle Bridges’ 12 Week Body Transformation is our greatest achievement. We have helped transform so many lives, whilst running a successful business. It's something we are all so proud of and why we made it onto the top 25 BRW Great Places to Work list.

3 You are still teaching after years in the industry, what challenges have you had to overcome and why are you still so motivated?

Making ends meet when I owned a health club was difficult. I was naive and young, and underestimated the challenge of running a profitable business. They were the hardest six years of my life, and I learnt these difficult lessons in real life. It was an experience that was more than any business degree could teach me.

4 What are your top 3 tips for someone wishing to get started in the female fitness industry?

1. Be really passionate about people and exercise. Turn up to your sessions more excited to be there than your clients. If you're doing it because you think it might be a good work-life balance, and you don't genuinely love helping people, it will start to feel like a drag.

2. Get active on social media. It functions like a live business card and provides extra value for your clients. Pick one to three platforms and use your spare time to really bring those pages to life.

3. Find a mentor and organise some training sessions with them. Ask to observe them training others and above all, never stop learning.

5 How does working out help you deal with daily stresses?

You'll either see me out running, in a CrossFit box smashing out a workout, or doing some body weight training. You might see me at the gym in a pump class if I need what I call a 'no brainier' workout when I don’t want to think too hard.

6 What's next for you?

Hopefully more adventures, because isn't that what life's all about?

Are you interested in getting into the fitness industry? Hear more real life stories from industry professionals here.

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