The fitness industry brings in more than a billion dollars a year. There are those who have a legitimate claim on the success of this specialized business. But every once in a while, there comes on the scene an individual that has earned the right to be called a true fitness expert. Such is the story of fitness author David Anthonie.
In his twenty five years in the business, David has taken all the tips he has learned and applied then not only to his own fitness routine, but the routines of his countless clients as a personal trainer. Soon consumers will be able to benefit for his expertise as well when his first fitness book is released.
“His and Her Workout,” due for release in December offers 27 different exercises that will help men women and couples shape their bodies like never before. The first in a series, what sets “His and Her Workout” from the rest is that the emphasis is on changing your body so that you feel sexier; not just for yourself, but for your significant other as well.
“My mission with this book is to deliver masculine and feminine applications for body shaping exercises that help men and women achieve healthy, fit physiques that are sexy and functional,” says David.
Anthonie feels that given the changing views of the gay community at large, the time has come for an all-inclusive approach to fitness. As a gay man, he takes great pride in representing the “new breed” of gay that transcends society’s view on sexuality. Rather, he reinvents it.
“Times have changed,” says Anthonie. “Society forgets that gay men can be pro athletes, mechanics, fathers and political leaders. It’s time that consumers understand that the GLBT community is diverse and complex.”
Anthonie does not just “talk the talk” when it comes to fitness. His own regimented lifestyle of health and fitness are obvious by looking at him, and one of the goals he hopes to achieve with “His and Her Workout” is to inspire anyone to achieve similar results with effort.
“Exercising to be fit and health says you love yourself, your partner, your family and your community,” says Anthonie. “I love that fitness is an international expression of a healthy lifestyle. It is the universal expression of an active, fit and healthy lifestyle. It has no prejudice towards gender, race, religion, economic status or sexual orientation.”
As a businessman, Anthonie hopes to take “His and Her Workout” well into the future of fitness. As the series progresses, he hope to build a following based on not just his principals of fitness, but his philosophy of business as well.
“It’s a business owner’s responsibility to get to know his customers so he can provide products that fit his patron’s lifestyle,” says Anthonie. “It is my responsibility to brand ‘His and Her Workout’ in a way that is respectful of the diversity of the consumer. Businesses, especially those that have patrons from the LGBT community, sometimes pander to their customers using superficial stereotyped marketing ploys. Times have changed.”
Anthonie has very clear ideals when it comes to marketing his brand to all consumers, not just the LGBT community alone.
“As the LGBT community continues to regain its civil rights (that were stolen), diversity will increase. That means if you are a business owner you need to evolve in such a way that you embrace all races, religions, sexual orientations and economic lifestyles. That is the key to not just a successful LGBT business, but a business that is a success…period.”
In an arena that is already saturated with “wannabes,” Anthonie offers some no-nonsense thoughts about the future of not just his brand, but others hoping to launch their brand in the future.
“The LGBT community is not alone,” he says. “They have allies. When you choose to target our community as your customer base, you are also getting their friends, their families, their co-workers as well. If you offend our allies, you may lose customers because of the strong bonds between the LGBT community and its supporters. If you produce products and marketing campaigns that are not respectful and don’t alienate or discriminate, you’ll not only capture the LGBT community, but their friends and family outside the community as well.”
“His and Her Workout” is Anthonie’s first book, and is being self-published in conjunction with Amazon.com. The book is scheduled for release in December, with pre-orders to begin sometime in early to mid-fall. In the meantime, Anthonie sums up his philosophy on reaching your fitness, and business goals.
“A healthy lifestyle reduces waste, promotes positive energy and encourages choices for a healthier body and planet,” he says. “With hard work, positive energy and the encouragement of businesses such as mine, anyone can work out and achieve physical, mental and emotional excellence.”