Women's Health, "The Right Stuff," by Dimity McDowell Davis, May 2008

Ten pieces of gear every woman--yes, even non-jocks--should own. Invest in these must-haves--we promise they'll never end up in your I-can't-believe-I-own-that pile. Our pick with four narrow tubes braided together, snap-resistant Spri SportCords (from $25, spriproducts.com) come in five resistance levels. Beginners should pick up a level two for upper-body work and a three for total-body; more regular exercisers should go for a three and a four.

What to look for Comfy handles and a rugged design. Gregory Florez, CEO of FitAdvisor Health Coaching Services in Salt Lake City, recommends buying two bands: a lighter one for upper-body buffing and a heavy-resistance one for full-body moves.

Utah CEO Magazine, "Shaping Up," by Jessica Zimmer, March 2008

Good health starts at the top. Here are a few tips for keeping your leadership team in tip-top shape.

It's the New Year and you want to bring energy and creativity to your leadership team. Fitness is the answer. A combination of exercise and healthy eating habits can improve your team's performance. Gregory Florez, founder and CEO of Fit Advisor Health Coaching Services in Salt Lake City, says "All of them (executives) are wired Ñ literally. They cannot shut off," he says. This causes them to be "over-programmed and time-starved." "It's not about super-health and fitness. It's about being the best you can be as an individual," says Florez.

Chicago Tribune, "Personal Trainers Go Portable," by Anne Stein, April 13, 2008

In the last year, dozens of sites selling downloadable workouts have popped up on the Internet. The workouts are billed as inexpensive alternatives to personal trainers and range from yoga and strength training to running, cycling and coaching on just about any piece of cardio equipment. "If you dread exercising alone or want some purpose to your workouts, a downloadable coach can be extremely motivating," said Gregory Florez, CEO of FitAdvisor Health Coaching Services and spokesman for the American Council on Exercise. "The reality is that health clubs have millions of members who join and never go, and personal training is pretty expensive. Anything that gets people moving more than they are is a pretty good thing in my book." A downloaded coach, however, can't replace the intimacy and two-way collaboration of working with a live trainer, Florez warned, and without feedback, there is a risk of doing something incorrectly. And while some programs are written by certified pros, a number of sites are "homegrown," so buyers should beware of poorly coached programs. To avoid pitfalls, Florez suggests the following:

• Download programs written by experts with solid education in fitness.
• Make sure workouts are appropriate for your age, goals and medical conditions.
• Are there opportunities for progression within the workout you download, and are more advanced workouts available? You don't want to repeat a routine endlessly.
• Instructions should be as simple and demonstrative as possible. You won't have a trainer nearby to correct you.
• Make sure you have access to equipment needed for that workout.
• Good sites have e-mail or toll-free numbers to contact coaches/staff with questions.
• Don't download workouts that are too difficultÑor too easy. You risk frustration and/or injury.
• Workouts should include warm-ups and cool-downs or guidelines on doing those.
• Do your homework before your workout. Some are based on heart rate, and others may take you through unfamiliar exercises. Figure them out beforehand or you'll be pausing mid-workout.

Forbes.com, "Eight Ways to Get Fit in Retirement," by Allison Van Dusen,
Febrary 12, 2008

Odds are, if you're 50 or older, you know you should be exercising. But in all likelihood, you're probably spending more time on the couch or in the car than on the treadmill or hiking trail. But experts say that price tag could be cut if more boomers are willing to get moving, since a routine of moderate physical activity can reduce the risk of falling, fracturing bones and developing conditions such as high blood pressure and diabetes. While most boomers facing retirement know the importance of planning financially for the coming 20 to 40 years, they'd be a lot better off if they also put that kind of time and energy into creating a fitness plan, says Gregory Florez, founder and CEO of health coaching provider FitAdvisor.com. "If your health fails, it doesn't matter if you have a house in the Hampton's," Florez says. "Your health truly must become a top priority right now." If you're just about to retire, take advantage of any health assessment programs your company offers, advises Florez. Make an appointment for a complete physical, find out your numbers--from blood pressure to cholesterol--and ask for a stress test to see how well your heart handles work.

Club Industry's Fitness Business Pro, "Now Downloading" By Amy Florence Fischbach, January 2008

Fitness facilities are moving to a paperless personal training environment and empowering members to transport data through USB technology. By investing in USB technology, club owners give members the ability to track their workouts and usage of equipment without filling out paper cards. Gregory Florez, CEO of Fit Advisor Health and Coaching Services in Salt Lake City, says that in his experience, members often overstate the intensity and duration of their fitness activity. "With USB technology, the data doesn't lie," he says. "Either they ran for four miles in their target heart rate zone, or they didn't. You can't fake it."

Although treadmill prices vary depending on the purchasing agreement, USB-enabled treadmills can run $1,000 or more than those without. That extra cost may be too much for some fitness facility owners, Florez says. However, the cost of the equipment may not be the only thing making some club owners cautious about adding equipment with this technology. "Clubs have been disappointed by spending a lot on technology that didn't work," Florez says. "They're leery of being a first mover until they see if the customers will really use it."

The current method of communication between physicians, therapists and personal trainers is about as effective as working a TV without a remote, says Gregory Florez. USB technology makes it easier for personal trainers to share fitness information with physicians and therapists, he says. "As our health care system continues in a death spiral, and obesity and life-related diseases continue to increase, logging and tracking systems will allow exercisers to share their data with personal trainers, and, more importantly, going forward with the health care professionals," he says.

Chicago Tribune, "How to Choose a Health Club," by Elleen Warren, January 10, 2008

It's that time again. This year, though, it's going to be different. You are going to join a gym, get fit, and lose weight. "Do a gut check," advises Gregory Florez, a Salt Lake City fitness expert (fitadvisor.com) and spokesman for the American Council on Exercise. "Before you crack open the Yellow Pages or watch another TV ad for another two-for-one special, look honestly and objectively at yourself and ask, 'Based on past experience, what will work?' Take a hard look at what you've spent money on and what hasn't worked. What we're talking about is behavioral change -- and that usually takes three weeks. So whatever you choose, make it something you can stick with for at least three weeks." Some gyms (not the one you want to join) are eager to sign you up for a long membership and hope that you won't show up. Florez puts the percentage of no-shows as high as 50 percent after six months at some clubs. Florez says there's a revolution under way in the health club world. No longer are there just exclusive high-end places or 24-hour mega-gyms -- now there is a huge range of places that include meditation and "lifestyle coaches." With so many options, be prepared to do your homework about what is most likely to work for you.

Runner's World, "Gear Review: Treadmills," by Lisa Jhung, January 2008

Treadmills are no longer just an indoor substitute for road miles. Today they've become powerful training tools in their own right, loaded with innovative workouts, fat-screen displays, sizable speakers and decks that rise to a 30 percent incline. Some of the treadmills tested were the Precor 9.31, Landice L7 Cardio trainer, Papcemaster Gold Elite Fold-up and the Life Fitness T3. To narrow down the vast selection of treadmills we asked Gregory Florez, spokesperson for ACE, to be one of our treadmill experts.

SmartMoney, "10 Things y our Personal Trainer Won't Tell you," by Renee DeFranco, December 28, 2007

6. "I love to gossip - about you." Word around the gym is, some trainers are sharing personal info about their clients. "It can be as innocent as a trainer talking too another trainer under the guise of asking for advice," says Gregory Florez, CEO of a consulting firm FitAdvisor in Salt Lake City. "Unfortunately, our industry does not have the same federal regulation as, say, a psychiatrist that risks losing a license of he/she shares personal information," Florez explains.

8. "Just because I'm more expensive doesn't mean you'll get a better workout." A more expensive trainer won't necessarily yield better results. "At the end of the day, it's about behavioral change," Florez says. "If he/she can't motivate you based on your personality style, you're throwing your money away." Florez specifically recommends a preliminary consultation, which should include no exercise but rather an in-depth conversation about your personality and goals.

Prevention, "How to Buy a Cardio Machine," by Amanda Vogel, December 21, 2007

Before you sink your wallet into a home cardio machine, you want to ensure that your purchase is an investment worth keepingÑand usingÑfor years to come. We asked Gregory Florez, spokesperson for ACE and CEO of FitAdvisor.com Health Coaching Services, to share his cardio machine expertise. "Just like a good pair of walking or running shoes, Florez says, it's wise to shop at a specialty fitness retailerÑa store dedicated to selling only fitness equipment where sales consultants have been trained in the productsÑbefore buying." "Spend your money on the guts of the machine," recommends Florez. Look for a sturdy steel frame, a comfortable design for you body, and smooth mechanics, in particular."

Woman'sDay, "Get Healthier from A to Z," by Jenny Stamos, December 21, 2007

Wouldn't it be nice to have your health taken care of for you? Maybe our health is something we're better off taking care of ourselves. And lucky for us, there's more than one way to do it. In fact we have 26 - one for each letter in the alphabet. Try one or try them all:
"I" is for Investing in Fitness - Pick up a good pair of running or walking shoes, some light dumbbells (or just a few full bottles of water), and make sure you have active wear that you aren't embarrassed to be seen in, says Gregory Florez, a spokesperson for ACE. If you're more likely to exercise if it requires leaving the house, splurge on a gym membership, or even a few sessions with a personal trainer who can show you how to get started. Plus, having a trainer will give you a reason to get out and get active - so you won't feel guilty for missing the appointments you've made.

WebMD, "7 Diet Tips That Really Work," by Jenny Stamos, December 10, 2007

Whether you're looking to lose a few pounds - or have 30, 40 or more pounds to shed - a few creative weight loss tips can make it easier. Web MD asked several fitness experts to share their secrets of success. "Set yourself up for success, than give your diet some help by making it easy to exercise," says Gregory Florez, founder and CEO of FitrAdvisor.com, a top-rated fitness training service. He says two things you can do to avoid becoming a couch potato is to clear off the clutter handing on your treadmill and then pull other fitness gear out into the open where you can see it.

Albuquerque Journal, "Santa's Workout Bag," by Nancy Tipton, December 9, 2007

The holiday shopping season is well under way. And because better health is many people's resolution for the New Year, why not give those folds on your gift list a jump-start in reaching that goal? Popular this year, says Gregory Florez, spokesman for the American Council on Exercise, are items that will help people get fit not for vanity's sake, but so they can perform activities they enjoy. "They want to do their strength training in a way that will allow them to do that long hike or bike ride," he says in a phone interview. "Everybody is time crunched," he says. "So a package of things - like resistance bands with a workout DVD" are popular, he says. While items like stability balls have been big sellers for some time - and are great workout tools - the programming is what makes them work so well, he says.

Los Angeles Times, "Your Invited for the Holidays," by Jeannine Stein, November 26, 2007

Tempted to take a workout break? Gyms and trainers saw that coming and want to save you from yourself. People need to stick to their workouts, even if they scale back, trainers say, because a one-week slip can easily segue into a three-month hiatus. "This should be a separate conversation aside from the regular session," says Gregory Florez CEO of health and fitness coaching a training companies First Fitness, Inc. and FitAdvisor, both based in Salt Lake City. "You should set some realistic parameters and expectations...Here are the potential land mines and how to deal with them." But there's a fine line between motivation and nagging, which can backfire. It's all about balance this time of year, Florez says. Trainers need to recognize that indulgences will happen, he says, but they shouldn't be met with flogging. "Throw the scales out," he says. It will only serve to create anxiety. This should not be about stress; it should be about fitting things in when you can and toeing the line as much as possible, knowing that four weeks from now you'll get yourself back on track and be fine."

Men's Health, "Same Girl, Better Sex," by Jamye Waxman, November 2007

Whether your relationship is 5 months or 5 years old, your sex life is constantly evolving - and not always for the better. Hot a heavy becomes warm and comfortable, which, before you know it, morphs into chill and awkward. Yes the sexual flame will start to flicker. Here's how to fan it back into a bonfire.

Exercise works wonders not only on your body, but also on your woman. "Vigorous activities, such as jogging and spinning, release endorphins that improve your mood and relax you," Says ACE spokesman Gregory Florez. "In the hours following 30 to 40 minutes of cardio, skin temperature is elevated and your sense of touch is heightened. It's a great time for intimacy." Don't hold back either. "Sweat is an aphrodisiac, says Florez, who is also CEO of FitAdvisor.com. "The smell of perspiration from a clean person is arousing. Post-exercise, your brain is in a state of hyperarousal, and your body may be as well."

ACE Pro Newsletter, "Getting More Clients," by Marion Web, November 2007

You've done it all: Placed ads, posted fliers, printed glossy brochures and handed out more business cards to friends, your hair stylist and favorite running store than you can remember. Despite these efforts, let alone your hard-earned credentials and know-how, the clientele keeps missing.

Says Florez, "Running ads in free magazines or local magazines almost never worked for us." Adds Welch, "People who are interested in wellness want a recommendation, and they will go with a referral every time."

"Be there frequently and identifiably," Florez says. "Never ever directly tell them they're doing something wrong. But always open a question with something like that's a great exercise and ask what they're trying to accomplish. Compliment them by using a non-threatening ice-breaker."

Florez believes that group exercise instructors and complimentary clinics are also potential feeders for personal training.

However, like in any business, being truly professional is key. Making each client feel special, always being engaged, attentive and hands-on during training shows existing clients you care, according to Florez. "Look as sharp and professional as you possibly can to appeal to the widest variety of clients," Florez suggests. "Never seem distracted, always be fully engaged and take your clients through interesting exercises that are safe yet attention-grabbing. Use the stability ball and tubing to show you have breadth."

"People are self-conscious and think personal training costs a lot of money before they can see results," Florez says.

"It's about coaching vs. personal training," Florez says. "A message that you're here to help in a non-intimidating and non-threatening way is often all it takes to gain a new client's business."

ACE Pro News, "Interviewing Dos and Don'ts,"By Marion Webb, September 2007

To help put some serious muscle behind your resume and job interviewing skills Gregory Florez, fitness columnist and chief executive officer of First Fitness, Inc. share the "dos and don'ts" of writing applications and job interviewing.

Rule No. 1-A Well-Written Resume/Cover Letter
Florez says a well-organized (with an overview of past work experiences and credentials) and an error-free job application can make the difference between you landing a job interview or your application landing in the wastebasket. "Employers generally spend two to three minutes per resume, so make it count," Florez says.

Rule No. 2-Prepare for the Interview Florez finds that fitness professionals often struggle when it comes to dressing appropriately for a formal interview, so it's always a good idea to talk to an insider first. "The rule of thumb is to overdress rather than under-dress," he says. "In our industry a suit and tie or dress could be over the top. Men should wear a sharp polo shirt with dress pants and women a nice pantsuit. Never wear workout clothes."

Florez says with the rising numbers of older health club members, club owners are well served in hiring trainers who can relate to their clients' aging bodies and psychological well-being.

Rule No. 3-Gaining Essential Skills
"The largest population of personal trainer users are older people who believe that someone closer to their own age or someone who isn't in perfect shape can relate to them better," he says.

Athletic Business, "Virtuous Reality," by Nicholas Brown, October 2007

As the electronics age ages, two historically warring parties — fitness trainers and the technological gizmos ostensibly aiming to steal their jobs — have been happily waving the white flag. The reason both parties have called a truce, several experts say, is because they've begun to realize some level of interdependence.

"The better technology companies will have an interface whereby a personal trainer can get in the back door, meaning the trainer can go in and manipulate the workout programs," says Gregory Florez, CEO of fitadvisor.com and a spokesman for the American Council on Exercise. In order for personal trainers or new personal training devices to prosper, says Florez, they must be willing to collaborate with one another. "They've got to be partners and not enemies," he says.

"There were all these companies that said, 'Let's just offer online personal training programs and we'll all make millions of dollars,' " says Florez. That elicited "an almost universal backlash" from personal trainers, if only because companies were targeting fitness club owners with in-house personal training services.

"A lot of club owners were being pitched on these things and trainers were feeling very, very threatened," Florez says. " 'You're telling me that if I purchase your service, your kiosk, or whatever the product is, I'll be able to continue making money on personal training, but it will also be less expensive per member and my margins will be higher?' It sounds good all the way around." That selling point was, and still is, especially appealing to clubs that don't offer in-house personal training, Florez argues. "In a lot of clubs, since their business is really selling memberships, vitamins and group exercise classes — not personal training — they're taking a serious look at technology solutions."

Daily Herald, "Get Your Motor Revving," By Susan Stevens, September 17, 2007

Dieting is really about math. You count the calories you eat. You count the calories you burn. If the equation tilts in one direction, you lose weight. If it leans the other way, you gain. But figuring both sides of that equation is not so simple. With so many variables, formulas used to estimate a person's metabolic rate aren't always accurate. "The human body is hugely individualistic," said personal trainer Gregory Florez, founder of FitAdvisor.com and a spokesman for the American Council on Exercise. "Our motors rev at a different pace." Learning how fast your metabolism runs can be a key piece of information for dieters, just like knowing your target heart rate and body fat percentage, Florez said.

Forbes.com, "Top Gamers Workouts," By Allison Van Duson, September 10, 2007

Fitness companies are spicing up boring old gym equipment by adding game technology. The trend appeals to people looking for a new way to exercise, as well as to parents trying to make their kids' screen time a little healthier. While the games, for the most part, don't push players too hard, they do keep users from spending hours moving nothing but their eyes and hands. "They're sneaking in something that can get you off your butt and on your feet," says Gregory Florez, founder and CEO of health coaching provider FitAdvisor.com. "It's not necessarily a workout, but it gets you moving."

Forbes.com, "Next Generation Gym Gear," By Allison Van Dusen, July 16, 2007

In its current evolution, experts say many fitness companies are focusing less on body building machines and more on wellness-oriented, low-impact equipment that appeals to America's aging population. While still incorporating the latest in technology, innovators recognize that these advances won't mean much if users are intimidated by them or just can't figure them out. "The trend now is toward almost a sort of reverse engineering of all of the complicated, really cool stuff," says Gregory Florez, founder and CEO of the health coaching service provider FitAdvisor.com and a spokesperson for the American Council on Exercise. "The executive who's got literally 30 minutes three times a week in between trips to Dusseldorf is basically saying, 'Tell me what to do, show me how to do it and then give me some sort of ongoing support.' "

Click here to read the full article.

MSN.com, "Move Just a Little, Live Longer," By Kathleen Doheny, HealthDay Reporter, July 15, 2007

If you don't exercise because you think you don't have the time or energy, here's a news flash: Those excuses no longer work. That's because "any movement helps," according to Gregory Florez, a spokesman for the American Council on Exercise and CEO of www.fitadvisor.com, a health coaching site. "Small bouts of activity, even 10 minutes at a time, will have the same impact as 30 minutes or so of continuous exercise," Florez said, if those small bouts are repeated three times a day. Fit your activity around your lifestyle, Florez tells people. "Strength train with resistance bands or dumbbells while you watch Desperate Housewives," he said. "Take a walk with a friend." You will combine social interaction with activity, and both have been shown to lengthen your life, he said.

Ace Pro Newsletter "Getting Personal Training Results in Time for Bathing Suit Season," By Marion Webb, June 2007

Gregory Florez, founder and chief executive of First Fitness Inc., a Salt Lake City-based personal training and fitness consulting firm, advises his clients that simply cutting out 300 to 500 calories a day combined with cardio and strength training can make a visible difference in a very short amount of time in terms of feeling and looking better.

"It's a powerful combination: By making simple changes to their diets, strength-training and doing cardio exercise, clients can achieve noticeable results that are very motivating."

Link to download full article (PDF)

The Wall Street Journal, "Fitness Fanatic Feeds His Exercise Addiction," by Jen Murphy, June 26, 2007

While working out can be a wonderful treatment for depression, there is such a thing as too much exercise, says Gregory Florez, chief executive officer of Fit Advisor Health Coaching Services in Salt Lake City and a spokesperson for the American Council on Exercise (ACE). Mr. Florez says many people turn to exercise as a way to control one aspect of their life. "It's a healthier addiction than smoking, drinking or online pornography. But the drawbacks are many. It throws work-life balance out the window and tips the scales the wrong way. Relationships and other areas suffer."

Mr. Florez says that the body also suffers. "The reason we build muscle and grow stronger is because we exercise properly with the right amount of time and frequency. But when we go overboard our body at every single level -- cellular, caloric expenditure -- does not have a chance to recover or replenish. The key to perfect health is stressing your body and giving it time to recover. If you don't do this," Mr. Florez says the result can be illness, from being over-tired all the time, as well as stress fractures and depression. The body is even susceptible to some autoimmune diseases because its overstressed. "The quality of the exercise diminishes greatly when you go over the edge," says Mr. Florez.

Smart Money, "Training Days: Picking a Workout Coach," by Shivani Vora, April 2007

With more than 6 million Americans now seeing personal trainers, the industry is becoming a lot more specialized, with trainers carving out specialties in everything from diabetes to injury recovery. How do you pick and stay with one?

• Check credentials.
• Ask their intentions. Many trainers work either part-time or as a pit stop on the way to another career like acting or dancing. As a potential trainer about his or her career goals, and be wary if he or she is using training income to support another pursuit, says Gregory Florez, a Salt Lake City-based fitness industry consultant.
• Be Specific.

The New York Times, "Orbital 360 Rocket Workout," by Pauline O'Connor, January 18, 2007

The Orbital 360, which resembles a pair of Ski Poles mounted onto grapefruit-size spheres, has landed. Unlike most circuits, it offers resistance in multiple planes so that a variety of muscles are recruited at once. Used creatively, it can improve stability and balance. Clutching the poles allowed me to hold balancing poses long, like a twisting lunge. "Support also makes weight-bearing exercises safer," said Gregory Florez, CEO of Fitadvisor.com and spokesman for ACE.

Runner's World, "Insider Training - Eight treadmills that make indoor miles race by," by Megan McMorris, January 2007

Treadmill training doesn't have to b monotonous. A new batch of machines offers enough workout programs, innovative heart-rate routines, and virtual courses modeled after outdoor environments to keep you going all winter long. In our quest for the most motivating models, we recruited a panel of experts to narrow the field. Among the four experts, Gregory Florez, spokesperson for ACE and CEO of First Fitness, Inc. contributed his picks.

MSN.com, "12 Months, 12 Healthy New Habits," by Bob Condor, January 2007

Here's the first thing to remember about living a healthier 2007. You've got the entire year to establish new, positive habits. "Everything happens in small changes," says Gregory Florez, CEO and president of First Fitness, a person training company based in Salt Lake City. "Most people fail on their diet and exercise goals by looking too far ahead." "The first thing I tell clients is to start where you are," says Florez, who's company works extensively with companies, plus operates the FitAdvisor.com web site. "Don't worry about how out of shape you might be. Commit to doing something different this month and you will feel a sense of accomplishment at the end of the 30 days." Florez says his successful clients share the common trait of making the time to eat right and to exercise. "You can begin with 10-minute walks at lunch, that's ok," he says. "The important point is formalizing the process of planning you fitness time." "Schedule that time and then protect it," says Florez. "Treat your physical activity plans and workouts with the same diligence as a parent-teacher conference, meeting with a superior at work or running a volunteer organization meeting. Don't put yourself last." Florez recommends coming up with a menu for the week and selecting one day every week to shop at the supermarket for supplies.

Diabetic Living, "Exercise at Home," by Irene Lewis-McCormick, MS, CSCS, Winter 2006

Working out at home can be convenient, economical, and, for some, preferable to exercising at a health club. And you don't have to do it for long periods of time to reap the health benefits. " The right home exercise equipment can add variety, convenience, and consistency to your workouts," says Gregory Florez, president of First Fitness, Inc., in Salt Lake City. "Invest in convenience and you're more likely to use the equipment." Shop from a reputable dealer who offers in-home trial periods or warranties. "You'll get what you pay for," Florez says.

Los Angeles Times, "The Games - A Seaside Stronghold," by Roy Wallack, December 3, 2006

Jack LaLanne certainly wouldn't have ended up with a TV fitness hour that ran from 1951 to 1984 - or have been immortalized with a star on the Hollywood Walk of Fame - had he not headed to Muscle Beach, the spit of sand in the shadow of the Santa Monica Pier that was already making LA the mecca of worldwide fitness culture. "L.A. the land of fulfilling dreams, where everybody wants to be a star, where you have to look good and fitness is an integral part of the mix," says Gregory Florez, head of FitAdvisor, one of the country's largest fitness consultants. When it comes to keeping in shape, as with so much else, the work watches what happens in Los Angeles.

The Wall Street Journal, "When Abs Are Tight, but Lips Are Loose," By Shivani Vora, November 16, 2006

Indiscreet trainers have plagued gyms for decades, spilling the beans about everything from clients' infidelity to their sexual orientation. But now that more members routinely divulge pertinent medical information to trainers, the fitness industry has grown less tolerant of gossip of any kind. "In small gyms, the owner is usually on-site and has more control over the staff to make sure there is a strict adherence to policy," said Gregory Florez, owner of FitAdvisor and a consultant who advises clubs about employees. "The larger gyms will find it more challenging to police their privacy rules because the staffs are not a manageable size."

Phiadelphia Style, "The Case of Missing Motivation," by Jennifer Goldstein, Sept/Oct 2006

Let's face it: many of us stay fit to look good. And for that reason, trainer Gregory Florez CEO of the Web-based training program FitAdvisor.com, says many of his clients feel like they're in a rut when they're working out regularly but are not longer seeing physical results. "It's very common to feel like you're not making progress, because progress with the body happens in micro segments, " he says. If you're new to working out, give yourself at least four to six weeks on an exercise program to see changes in your body. If after that point you're still at a plateau, Florez suggests focusing on intensity and variety. This technique helps with performance plateaus and targets your unchanging physique. "If you're working towards the goal of an eight minute mile and you're stuck at 9 minutes, that interval training is going to help.

Washington Post Express, "30 Minute Body - How fast can you get an all-around
workout?" by Vicky Hallett, August 15, 2006

The food pyramid unveiled last year said adults should engage in at least 60 minutes of moderate to vigorous physical activity every day to maintain a healthy weight-and add an extra 30 if they want to shed pounds. However, some all-female gym franchisees have lured many women who would have other wise avoided the gym altogether into a 30- minute circuit and non threatening hydraulic exercise machine workout that doesn't require the user to deal with weights. "It's a perfect introduction to strength training, noted Gregory Florez, CEO of FitAdvisor.com, the only downside is that it doesn't promote progress." "Unless someone shakes you up, you're destined to do the same workout forever." To make the most out of a squeezed schedule, Florez advocates a workout comprised entirely of compound movements, like squats with over-the-shoulder presses and other exercises working two muscle groups simultaneously, done at a fast pace to produce a cardio effect.

The Oprah Magazine, "A Trainer in the Palm of Your Hand," by Carla Murphy, September 2006

Celebs aren't the only ones with personal trainer on call. Now you can have a coach whenever, wherever, by downloading workout sessions onto you iPod, PDA, or handheld video devise. "The caveat is that any Jane can channel her inner Fonda and sell a video online," cautions Gregory Florez, CEO of FitAdvisor, a fitness consulting firm, and a spokesperson for ACE. "Your palm-size guide, he says, should be certified by ACE, NASM or ACSM. The best exercises for iPods are very basic, 1-2-3 stretches and strength-training movements that take you through a progression, he adds."

When the Detroit Public Shool laid off Francine Burgess last year, she took it as a time to reshape her life. Focusing on her health prompted Burgess to look at her career. "I was not living a purposeful life," she said. "My job wasn't satisfying; life wasn't purposeful." Others who leave jobs to pursue a career in health and fitness express similar thoughts, says Gregory Florez, a spokesman for ACE. "A lot of people are reevaluating their life and looking at what their true passion is and for many, Gregory says, health and fitness careers allow people to help others and se the fruits of their work."

Boston Magazine, "Soak Up Summer," by Liz Schick, July 2006

Gregory Florez, spokesperson for ACE says, "Exercise, even in 10 or 15 minute chunks, is beneficial, and morning is a good time to use a treadmill, take the dog for a brisk walk, or do some basic Yoga positions." "Some basic sun salutations and Yoga postures are good because they increase the body's circulation, help you focus and wake up." Florez recommends a brisk cardiovascular routine in the afternoon - 10-15 minutes on a stair climber or elliptical trainer, playing tennis, or swimming laps or running. This is also the best time to do the weight circuit at the gym, and/or a free weight routine. "In the evening, Florez says, you can combine and disguise exercise as a family activity, going for a bike ride with you spouse or kids." Also, he adds, "later in the evening, slow stretching a deep breathing exercising will help you relax and signal your body and your brain that it is time to go to sleep."

Executive Excellence Magazine, "Velocity and Vitality" by Terry R. Bacon and Gregory J Florez, June 2006

You want more balance at work - that elusive mix of personal and professional happiness and productivity - and yet you also want success. You might regretfully serve the work master at the expense of healthier, family, relationships, happiness and fulfillment. By not sustaining your personal vitality, your work performance eventually suffers and you burn out, give up, derail, or suffer cataclysmic health events. If you can't change the velocity, then how can you retain your vitality and sustain high performance? By making some small changes and integrating them into your current lifestyle. They don't involve dramatic lifestyle makeovers, or countless hours spent in gyms, or the "fad diet of the moment." You just need to look after yourself in mind, body, and spirit. Sustaining vitality in your life can help you sustain exceptional work performance.

Women's Health, "Burn More Fat!," by Dimity McDowell, June 2006

Any exercise, be it for your arms, abs, or heart - is going to help make you leaner, stronger, and healthier. But only certain exercises can burn more fat than a teenage line cook at a burger joint. These moves, designed by Gregory Florez, spokes person for ACE torch extra calories because they work several major muscle groups at the same time. And when you combine them onto one 30 minute workout, they tap your cardiovascular system, too, keeping your heart rate revved and your metabolism cooking.

By Valerie A. Russo - "Snacks That Work Out,"
Dallas-Fort Worth Star Telegram, May 15, 2006

"One hour before pounding the pavement," says Gregory Florez, president and CEO of First Fitness Inc., " have 1/2 a banana and 1/2 a whole-grain bagel with a tablespoon of honey and ground peanut butter or almond butter. If the weather's hot and humid, drink 16 to 24 ounces of water within 1 hour of starting your run and 4 to 8 ounces ever 20 minutes during your run."

Consumers Digest, "Top Rated Home-Fitness Equipment," by Roy Wallack, February 2006

You can list plenty of reasons to buy home-fitness equipment. Of course, the most important reason remains the health benefits you'd reap from regular exercise, which you'd presumably be more likely to get because of the convenience of exercising at home. We all know that obesity is increasingly an issue among time-starved, overworked and overfed Americans. "The cure is simple: either stomach stapling or exercising," quips Gregory Florez, CEO of Salt Lake City-based wellness consultancy FitAdvisor, exaggerating to make a point. "Value is way up," Florez notes. "You simply get a lot more money than you did three to four years ago." When buying equipment for your home "don't under buy," Florez says. "You need something that will last." Treadmills remain the giant of the home-fitness world. The reason is obvious. "It's a natural exercise - anyone can walk or run," Florez explains. Some of the top picks for home fitness equipment were the New Balance 1500 treadmill land the Precor S3.15 home gym.

by Nancy Brand Patel - "Tumble, Cheer, Dodge & Dance Your Way into Shape," Vegetarian Times, February 2006

Most of us need change to keep us interested, particularly when we're trying to achieve new fitness goals. So just in time to rescue you from the winter doldrums - and abandoning your New Year's resolutions - here comes a fun new batch of fitness trends. "There is an incredible range of unusual options available right now," says Gregory, spokesperson for ACE and CEO of www.FitAdvisor.com. Some of the wilder activities may be offered only at trendy gyms, while others are likely to be available at your neighborhood YMCA.

By Catherine Saint Louis - "A Personal Trainer, Right in Your iPod," The New York Times, January 19, 2006

When Suganthi Balasubramanian started exercising after three decades of inactivity, she found her effort worthwhile but monotonous. Like a child forced to swallow bitter medicine, she followed workout videotapes she didn't enjoy, only because they were good for her. She bought a treadmill but couldn't use it. "It was just too boring." But that was before she tried MP3 workouts. Cardio Coach Audios are designed to be used during any kink of cardiovascular exercise for 30 to 60 minutes. "There is gong to be an explosion of downloadable workouts," says Gregory Florez, a technology columnist for Fitness Business Pro, and industry magazine. "The market is asking for them, because they are inexpensive, they make workouts less boring, make the time go faster, and you get some guidance" to make workouts more efficient. Mr. Florez also says that exercisers risk injury wit all MP3 workouts because they involve no face-to-face assessments from personal trainers.

By Jeannine Stein - "Click to Get Fit: Podcasts can motivate you. But is everyone an expert?" Los Angeles Times

A podcast, the product of fusing "iPod" and "broadcast," is an internet audio program that can be downloaded onto an iPod and an MP3 player, or listened to on a computer. It's one of the hottest new uses of the Internet, and as sales of portable players grows, so will podcasting. In the past year, the number of fitness and spots related podcasts has climbed steadily, yielding eclectic offerings. "The best use of podcasts, says Gregory Florez, spokesperson for ACE, may be as a way to connect with people for motivational purposes if you can't afford a personal trainer and you keep falling off the wagon. You can play it when you're feeling bad - it's almost like therapy in an iPod."

By Amy Norton - "Sure, you're sweating - but what does it mean?" MSNBC, January 11, 2006

Heart rate monitors, in the form of a wristwatch, are among the most useful tools for everyday exercisers and hard-core athletes alike, as they tell you how intensely you're working. Though treadmills and stationary bikes are typically equipped with heart rate monitors, the watches are still useful as they allow your arms to swing freely. According to fitness expert Gregory Florez, a spokesman for ACE, at a minimum you want an easy-to-read display, a chest strap for accuracy and alarms that alert you when you're above or below your target heart rate. While there are devices that perform many jobs at once, there's also something to be said for simplicity, Florez points out. If a gadget fires too much information at you, he says, it can actually be counterproductive.

The Beaumont Enterprise

By Angela Macias - "Funding Fitness" The Beaumont Enterprise, January 9, 2006

The resolutions to hit the gym more, eat less fast food or drop those vices of smoking and drinking haunt all of us weeks into the new year. There are support groups to help people quit drinking and smoking and low fat menus at restaurants make dining out healthier. On the fitness front, personal trainers motivate people to stay in shape, but their services come with a price. "Clients on unlimited budgets train twice a week at $50 per hour. Rates are higher if trainers travel to a person's home," says Gregory Florez, spokesperson for ACE and owner of FitAdvisor.com. "If $100 a week is too much," Florez says, "meeting with a trainer for three consecutive sessions to polish a workout program and then once a month to update it is the next best choice."

by Gary White - "Basic Training - Get Fit The Army Way" The Ledger, December 20, 2005

The ROTC Students, known as the Moccasin Battalion, rise well before dawn three days a week for their throwback workout (a workout without equipment). After loosening up with stretches and jumping jacks the students break into pairs and alternately do three sets of sit-ups and pushups before their cardio session. The training is required for the ROTC program, which also includes students from surrounding universities. The cadets face regular physical fitness exams as part of their service. Smith, a tall 20 year-old with a hint of softness to his physique, managed 21 pushups in the allotted two minutes on his first fitness test last year. He churned out 55 on his most recent test. He also lowered his time in the two-mile run from more than 20 minutes to 17:10. Such results do not surprise Gregory Florez, a spokesperson for ACE. "Those are considered "old school" workouts that have proven effective for generations not only with military personnel but certainly with athletes and people who did not have access to fancy new machines, " Florez says. Push ups and sit-ups - like pull-ups, dips and wall squats - use one's body weight to provide resistance and develop muscles. Those exercises can be effective, thought Florez points out some limitations. A heavy person can't get the same workout as a lighter person, he says, and a workout consisting entirely of pushups and sit-ups will neglect important muscle groups.

By Gregory Florez - "Hot Products" Club Industry's Fitness Business Pro, December 2005

Innovation can be painful and often times unsuccessful. Fitness industry warehouses and health club storerooms are littered with the carcasses of innovative products that never lived up to their promises. Some products, however, rise above the rest. Every year we look at some of the hottest products in the fitness industry. This year's hot products are all about innovation. The products range from traditional hardline pieces to portable training aids. Some of them have been proven but now include added innovations that make them more valuable to exercisers. Others are unproven products that bring something fresh to an industry in dire need of innovation. (To read to article in its entirety, go to the link below)
[ Link To Article ]

By Mark Henricks - 'Would-Be Fitness Trainers Need Clients Way More Than Muscles"
Wall Street Journal, August 2005

"Building a clientele and developing the business skills required to start and manage a gym or studio of one's own can be more difficult than some trainers expect. People come in with huge passion, and that's awesome," says Gregory Florez, who owns First Fitness Inc. in Salt Lake City, a firm that, among other thing, advises trainers. "But what they lack is the acumen to convert that into a business." Trainers face challenges from marketing and scheduling to pricing and client retention. Long days, lots of personal interaction and a task of keeping exercisers motivated can take a toll. "There is a high burnout factor because you're dealing bell-to-belly with people five or six days a week," Florez says.

Full article (PDF): Would-Be Fitness Trainers Need Clients Way More Than Muscles"

by Valerie A. Russo - "Body Talk, The straight facts on fitness."
Living Well, August 31,2005

It's no surprise that America's waistline is expanding. Despite millions of dollars spend on health club memberships, weight-loss books and diet foods, 30 percent of adults in this country are obese. "The most popular activity for Americans is walking, which can burn nearly as many calories as jogging - if the exerciser walks briskly at a high perceived exertion rate," says Gregory Florez, spokesperson for ACE and CEO of First Fitness Inc.

By Christie Ashwanden - "Fall in Love with Your Workout" Health, May 2005

If you and your fitness program are on the outs, consider paying $40-80 for a session with a personal trainer or coach. Talk with some of their other clients and find out if he/she has helped them set goals they've been able to meet, Florez suggests. If you're lucky enough to have a friend or family member who's experienced in your particular area of interest, he/she can help you set goals as sell.

By Jeannine Stein - "Bulging with Risks." LA Times, June 6, 2005

Unsupervised steroid use is rising among young men, usually in combination with other drugs of doubtful safety. Gregory Florez, Chief Executive of First Fitness, Inc. in Salt Lake City, has said his health coaching company received an increasing number of questions from parents concerned about their children's possible use of steroids. "There is a plethora of new kinds of steroids, and they're much more readily available," he said. "You can go to almost any gym and find one to three people who are peddling steroids or know how to get them." Florez said steroid users often ignored side effects because usually they feel the benefits outweigh the risks. But they injure themselves because the joints and muscles are not designed to have that much stress put on them."

Nervous about hitting the beach or pool this summer? If your resolution to get in shape this year has fallen by the wayside, take this opportunity to renew your resolve and get fit. Joining a gym can be a budget-friendly way to get a great workout, especially at this time of year. Health clubs usually get a wave of new signups around the first of the year, but business tends to fall off in the spring and summer before picking up again in the fall. Shop around for cut-rate promotions during the lull. And don't be afraid to haggle with a sales rep, says Gregory Florez, a spokesperson for the American Council on Exercise and CEO of FitAdvisor.com. With the exception of premium clubs that have waiting lists to get in, now is a prime time to negotiate a good deal on your own terms. "Before you even start shopping around, make a list of the programs and services you will actually use," advises Florez. You don't need a gym membership to get a good workout. In fact, exercising at home carries its own perks. "You have fewer excuses to not exercise, more privacy, easier accessibility and you can exercise any time day or night," Florez says.

By Jill Davis - "Hidden Health Hazards - 4 tips to keep you safe this summer." Fitness Magazine, June 2005

Spending the day outdoors may be great for your body, but as any good Girl Scout knows, it helps to be prepared. Here's how to avoid four unexpected dangers you might face. Ignoring the heat index: Meteorologists use a tool called the heat index which is a combination of temperature and humidity to judge heat intensity on warm days. "Push yourself too far on a hot day and you can end up with heat cramps, dizziness and exhaustion," says Gregory Florez, CEO of FitAdvisor.com. Check your local heat index at web sites like weatherroom.com before heading out. "If the number is above 80 degrees, take your intensity down a notch and drink plenty of fluids (at least 12 to 16 ounces for each hour of exercise). If the index rises above 100, keep your workout indoors," recommends Florez.

By Carole Jackson - "Staying Loose." Bottom Line Secrets, May 18, 2004

Preparing the muscle for exercise is important. Muscles cramp from exercise for a number of reasons, say Gregory Florez, spokesperson for ACE and CEO of Fitadvisor.com, a national health coaching service. First is the problem of overstressing or fatiguing an unprepared muscle. To keep this from ruining your activity, he suggests that you pre-condition. Florez recommends a general stretching program. This could be a yoga class or another form of exercise that includes at least 10-15 minutes of stretching. To help you further pre-condition, he suggests booking a few sessions with a trainer who can devise a conditioning program that will prepare the muscles you use in you chosen activities.

By Dimity McDowell Davis - "Are You Fit Enough." More, April 2005

Getting into shape to enjoy spectacular trips is an achievable goal. For getting in shape for hiking excursions, "think long and strong," says Gregory Florez, CEO of FitAdvisor, a health coaching company. "Prepare of full days of steady hiking, not sprinting." Cycling trips need preparation too, but the upright exercise bike at your gym in not an option. "The position doesn't replicate real riding."

By Nancy Brand Patel - "Tumble, Cheer, Dodge & Dance Your Way into Shape"
Vegetarian Times, March 2005

Most of us need change to keep pus interested, particularly when we're trying to achieve new fitness goals. So just in time to rescue you from the winter doldrums - and from abandoning your New Year's resolutions - here comes a fun new batch of fitness trends. "There is an incredible range of unusual options available right now," says Gregory Florez, spokes person for ACE and CEO of www.FitAdvisor.com.

"Tricks of the Trade" Idea Fitness Journal, January 2005

How long does a personal trainer keep client records? Gregory Florez, CEO of First Fitness and FitAdvisor.com suggests that you keep them for 5 years following a client's last appointment. "We created this policy after consulting with our attorney and reviewing the literature in both the medical and fitness industries. We also create a summary sheet with relevant information. We try to review the summary sheets every 6 months to improve our service and retention."

Micheal O'Shea - "A Fitness Plan That Works" Parade Magazine, January 2, 2005

You've resolved to get fit but aren't sure how to stick with it. Seek out support. A training partner is invaluable. Gregory Florez, a spokesman for ACE, suggests "gathering a few friends and planning a fun excursion, such as a skiing or biking trip. Set a date, commit to it and schedule regular exercise to prepare for the event."

By Dimity McDowell - "Outsmart Fat - period", October 2004

Although it's used mostly by serious athletes, periodization can work for anyone from round-the-block walkers to marathon runners. "It's the best-kept secret in the fitness world," says Gregory Florez, a fitness coach and spokesman for the American Council on Exercise. "It provides dramatic improvement s in strength and cardiovascular fitness, no matter what level you're starting at." Gregory also provides a 4-8 week periodization program on the Health website.

By Julie King - "Fitness Equipment Certificate Trains Retail/Supplier Staff," July 2004

A little-known Fitness Equipment Expert retail training program has been getting the attention of specialty fitness retailers, sporting goods stores and equipment manufacturers as a way to help sales staff do their job better. A blend of exercise physiology basics and sales training, the program is endorsed by ACE and was created and is run by Gregory Florez CEO of First Fitness Inc. and FitAdvisor. "This is so retailers are able to sell more than just motors and horsepower - to become more like consultants versus just pure salespeople," Florez told SNEWS. "It is meant to match customer needs to equipment and sell results." Florez informally assembled the program, dubbed FEX, over the last few years partly because he watched his First Fitness personal trainer staff constantly being asked to accompany clients to purchase home fitness equipment. "Ultimately, FEX can lead to increased same-store sales and more repeat business. This helps the salesperson cross-sell and makes the retailer a more complete provider of solutions."

By Gregory Florez - "The Democratization of Technology and Product Is Here" September 2004

The revolution blending fitness products and technology has begun. I will explore a variety of issues that will impact you and your members in the product and technology segment of your clubs. I'll share real time, actionable information, interview your members, as well as talk to manufacturers and scientists. I'll also share relevant examples from thought leaders in different industries. My goal is to not only illuminate what is possible, but also provide actionable steps about how to use technology and understand trends. Next month, look for the first wave of product and trend reviews that can drastically change your business.

By Courtenay Smith - "Tone your body in 20 minutes a day"
All You Magazine, September 2004

You know exercise is good for you - but who has the time? We asked people across the country who've faced the same challenge for their personal tips on how to start, and stay with, exercising. Their answer was unanimous: morning workouts. "The best time of day to work out is when you're least likely to get interrupted, and for most people that's in the early morning before the kids get up, and the phone starts ringing," says Gregory Florez, a spokesman for ACE. If it doesn't happen as a morning ritual, there's a good chance your workout won't happen at all.

By Gregory Florez - "Sleep Deprivation and You"
Values-Based Financial Planning, Volume Four, Issue Nine

Many people have medical conditions associated with poor sleep that have not been diagnosed. These symptoms can lead to serious health problems, especially as we get older. If you have occasional or ongoing problems with sleep, we recommend that you start by creating some simple changes and routines that will make a positive change. A reminder, it takes about 3 weeks to build a habit and see results.

By Suzanne Schlosberg - "FitnessQ+A - Losing Weight with a Treadmill"
Shape, August 2004

To prevent injury and burnout and to make sure you're successful in your new endeavor, "begin by doing less than you think you can do," advises fitness consultant Gregory Florez, CEO of FitAdvisor.com in Salt Lake City and a spokesman for ACE. You'll still feel an energy boost and burn calories. Florez recommends keeping a workout diary to track your fatigue and any soreness. "You shouldn"t be sore more than 24 hours after a workout," he says. If you are, you're overdoing it. As you become more fit, increase your intervals so that you're doing two to three minutes at a higher intensity for every minute of rest. "The body adapts quickly, so in order to keep progressing, it"s important to keep changing y our workout," Florez says.

By Carol Krucoff - "Fit Execs Are More Sucessful" Prevention, April 2004

Adding regular exercise to your business plan can boost profits as well as personal satisfaction. "This supports our experience with 40,000 business people over 20 years," says Gregory Florez, CEO of Fitadvisor.com, a firm catering to time-starved executives. "Exercise helps people become physically and psychologically sharper, self-confident, and energized." Schedule workouts as if they were must- attend meetings, he suggests.

The Eagle Tribune Online

Thousands of adults are mobilizing across the country this summer to play dodgeball. The schoolyard staple of recesses past has enjoyed a boost by Hollywood's "Dodgeball: The True Underdog Story," the No. 1 movie at the box office last weekend.

Gregory Florez, spokesperson for the American Council on Exercise, said dodgeball can be a great stressbuster for 21st century adults. But keep in mind it's a very physical sport, she said.

Because it's a "fight or flight kind of game," quick bursts of speed, good hand-eye coordination and a high degree of agility are all necessary, he said. Injuries can include sprained ankles, knees and shoulders. To help avoid this, do strengthening and stretching around the specific movements involved before playing.

"Just keep in mind that you're not 13 any longer and neither are your joints and muscles," Florez said.

By Dimity McDowellSelf - "Run=Fun (really!)" , July 2004

An underappreciated aspect of running is that it can be incredibly social. So grab a pal and get in a chat session as you get in shape. "Start a running club that doubles as a book club, suggests Gregory Florez, a running coach in Salt Lake City. Or, if you're running alone one day, play a book on tape, he says. Find a fun author to keep you moving."

By Elizabeth Olson - "Deck, Den, Home Theater and Now, the Pec Room"
New York Times, June 6, 2004

Before leaping into at-home regimens, people should ask themselves a few basic questions, trainers say. Gregory Florez, founder of First Fitness, Inc., a business based in Salt Lake city that work with companies on employee fitness programs, says people should be realistic about the kinds of exercise they will do and whether their homes have enough space. For some people, a trainer may be the answer. Mr. Florez says he and his team of trainers help executives like Mr. Bacon set up the correct equipment and a realistic routine, then follow up by email.

FitAdvisor Members: Read the full article here.
Link: New York Times Article. (FREE registration required)

Christina Boyle Cush - "Weight Loss for Grooms", Modern Bride, June/July 2004

Want to inspire your guy to crunch fewer chips and more abs? Try these tips from Gregory Florez, CEO of FitnAdvisor.com. "Tell him you want to be in the best shape for your wedding. Yeah you're tricking him, but he needs it. You need healthy snacks around your place during TV time or down time, or make him some office goody bags using non-perishables like bottled water, energy bars and low fat trail mix." Florez also suggests that you plan an active pre-honeymoon weekend and spend it hiking, biking or being active in other ways.

By Denolyn Carroll - "Walk It Off! Losing weight can be as easy as
putting one foot in front of the other", Essence, June 2004

"Walking remains the ancient and time-honored best way to urn calories in the least amount of time, with the least equipment, and with less chance of injury than with other activities," says Gregory Florez, CEO of FitAdvisor.com and spokesperson for ACE. Gregory Florez also provides a 7-day walking-workout program for beginners.

By Meaghan Keeley - "Elle Fitness News", Elle Magazine, May 2004

A few rounds of yoga can immediately speed up your reflexes. "Such exercises force you to control your respiration over a period of time, which leads to an improvement in concentration and reflex speed," says Gregory Florez CEO of First Fitness, Inc. and spokesperson for ACE. "That jump in reaction time is a result of the mental focus required by breath manipulation. Anyone, whether she is a down hill racer or a business executive, can train her attention as well as her breath."

Sandra Gordon - "Working With an Online Coach", Vitality, April 2004

"Whether you want to train for the Ironman or just start an aerobic program, there's an online fitness coach out there to help you design a personalized fitness routine that takes into account your goals and fitness level," says Gregory Florez, CEO of www.FitaAvisor.com, a national corporate health coaching service and spokesperson for the American Council on Exercise (ACE). "You have to paint a picture of who you are and where you're at to help them help you," say Florez. "Moreover, if your health changes or you go through a major life change, let your coach know so he or she can adjust your program accordingly."

By Rachelle Vander Schaaf - "What Does It Take To Get Back in Shape",
Americanbaby.com, June 2003

Parenting requires flexibility — and not just in attitude. "About five minutes of stretching two or three times a week should do it," say Gregory Florez, spokesperson for ACE and CEO of FitAdvisor.com.

The Baltimore Sun

By Molly Knight - Internet Personal Trainers Suit the Time-strapped,
Baltimore Sun., August 3, 2003.

"It's a really good option, and a much lower-cost alternative to one-on-one training," said Florez, whose staff of 50 virtual trainers works with "thousands" of clients. "It works very well for people with really tight schedules or unusual hours.

By Holly Lifer - Your Running and Your Weight, Summer 2003.

"It's a really good option, and a much lower-cost alternative to one-on-one training," said Florez, whose staff of 50 virtual trainers works with "thousands" of clients. "It works very well for people with really tight schedules or unusual hours.

By Michelle Meyer - Outrageous Excuses for Not Working Out, Cooking Light, May 2003.

Everyone has stretched the truth to get out of exercising at one time or another. Gregory Florez, a spokesperson for the American Council on Exercise, has encountered some extravagant excuses, such as: "I need to take my dog to the pet psychologist" and "I can't use my treadmill because the noise bothers my neighbor." His solution? Spend time motivating oneself instead devising excuses. Try these tips: When you go to the gym, leave your Palm Pilot or something else essential in your locker overnight so you'll be forced to return and get it. At home, keep fitness equipment in view. "Out of sight means out of mind," says Florez.

By Seth Borgen - The Bearers of Fad News, Health., May 2003

Physical fitness is not as complicated or gadget-driven as companies would like us to believe," says Gregory Florez, CEO of FitAdvisor.com and expert on the dos and don't of fitness consumerism. His advice to the common gadget buyer is to keep it basic. "The simplest products are the best."

By Jeanie Davis - Fitness Programs that Fit, WebMD. May 2003.

Before you start, get real with yourself, says Gregory Florez, a personal trainer and spokesman for the American Council on Exercise (ACE). "Look yourself in the mirror. If you can't picture yourself getting on that treadmill or stationary bike or going to that fitness club three times a week, don't do it," he tells WebMD. "Don't buy machines you aren't going to use. Don't join a gym if you're not going to feel comfortable going."

Then, get some professional advice on fitness programs, he advises. "You must have a plan that takes into consideration not only your goals but also your barriers, both real and perceived. Even if you are on a limited budget, you should get some beginning advice from a certified personal trainer." The cost ranges from $35 to $100 per hourly session.

No way, you say? Then find a few good videos on fitness programs, Florez suggests. There are lots of them out there.

Mary Lou Hurley - "Stay Fit as You Travel", Travel Nursing Today, April 2003

"Nothing plays havoc on health and fitness more than travel, because exercise is about routine," says Gregory Florez, spokesperson for ACE. "The main reason a person quits an exercise program is time," explains Florez. "When you're away from home, start by under-scheduling your exercise rather than over-scheduling it. If you normally work out three times a week for 30 minutes, you may want to cut back to 10 or 15 minutes. Aim first for maintenance and concsistency."

By Mary Lou Hurley - Stay Fit as You Travel, RN Web. April 2003.

"The main reason a person quits an exercise program is time," explains Florez. "When you're away from home, start by under-scheduling your exercise rather than over-scheduling it. If you normally work out three times a week for 30 minutes, you may want to cut back to 10 or 15 minutes. Aim first for maintenance and consistency."

By Anna Rufous - Log on to CyberCoach, Detroit News, March 19, 2003.

Getting wired to get your workout will continue to gain popularity, predicts the American Council on Exercise (ACE). "Web-based personal training is growing by leaps and bounds because it encourages people to work out while saving time and money," says Gregory Florez, an ACE spokesperson and founder of Fit Advisor.com. "With the right kind of online program, it's like having a personal trainer follow you around."

By Cox News Services - Trainers In Your Ear, Not Your Face,
The Tampa Tribune, March 2, 2003.

"Buyer beware," Gregory Florez, a spokesman for American Council on Exercise. "There's a huge proliferation of online stuff, and most of it is just junk. It's another way to push products, pills, gadgets and fitness equipment."

By Kalia Doner - Ask the Experts, Remedy, March 1, 2003.

In response to fitness inquiries...Gregory Florez advised a novice concerned about strengthening her shoulders. "Shoulders are a weak spot on many people because of age, overuse or a general lack of upper body strength. A shoulder press is one of the best ways to strengthen the shoulder. Start with a weight that allows you to do 12 to 15 repetitions in a slow, controlled form, maintaining the correct posture."

By Sonja Lewis - On Line Personal Trainers, Chicago Tribune, March 6, 2003

Exercise "partners by proxy" —or online personal trainers — are expected to become an even bigger trend this year according to the 2003 fitness predictions of American Council on exercise. "Buyer beware," said Gregory Florez, a spokesperson for the American Council on Exercise. "There's a huge proliferation of online stuff and most of it is just junk. It's another way to push products, pills, gadgets and fitness equipment."

By Sonja Lewis - Defining Moment Can Create Desire for Healthier Lifestyle,
San Antonio Express, March 3, 2003

"It's mind over matter," says Gregory Florez, spokesman for the American Council on Exercise and CEO of FitAdisor.com, an online coaching and motivation firm. "We've found that the psychology element is so amazingly powerful. The physical part becomes easier when the mental switch comes on." Florez says that regardless of how much work you have to do, focus first on simple changes and not on a lifestyle overhaul. "Little changes have a dramatic snowball effect. Do what you can do now. If you're having fast food five times a week, try cutting it back to only three," he advises.

By Jennifer Barrett - Fitness Gear: Some of the Newest High-Tech Sports Gizmos,
Newsweek, February 24, 2003.

There's still snow left in winter, butÑtrust usÑbathing-suit season is just around the corner. Need some guidance getting off the couch? Tip Sheet's Jennifer Barrett checked out some of the newest high-tech sports gear:

Palm Tungsten: You need to burn, not just cut, calories. Diet & Exercise Assistant software lets you log daily exercise routines and find nutrition info on 5,000-plus foods. $420 (with software) at palm.com.

Protege 9.0: Hooks on your bike to show riding time, distance, speed (current, average and max), .

Suunto S6: This stylish "wristop" computer combines watch, altimeter, barometer, compass, ski chrono and a PC interface. Oh, yeah, and it's water-resistant to 100 meters. $369 at suuntousa.com.

Tanita Body Fat Scale: This sleek scale reports your weight and body fat. It also estimates the number of calories you need each day to maintain that weight Ñjust eat less and you'll peel off the pounds. $139.95 at tanita-body-fat-scales.com.

By Kim Clark and Jodi Schneider - Finding Work, Us News and World Report,
February 24,2003

FUTURE PROSPECTS: Fitness trainers. As Americans grow fatter, the need to get in shape grows, too. And with the nation's current epidemic of obesity, opportunities for personal trainers are expected to soar over the next decade. "Because people have greater health problems and motivation problems, they need someone to pull them off the couch," says Gregory Florez, a spokesman for the American Council on Exercise and CEO of FitAdvisor, a health coaching company in Salt Lake City. No one group tracks personal trainers, though Florez estimates that today there are about 85,000 nationwide, and the field is projected to double in size over the next decade.

Certified personal trainers focus on developing fitness programs for clients. Many work in gyms with members who pay an hourly fee--typically $40 to $50, though it can run as high as $100. They develop and monitor personalized exercise programs using weights and machines. Increasingly, trainers are specializing in such areas as pre- and post-rehabilitation, pre- and post-pregnancy, working with competitive athletes, and in specific sports. Annual salaries range from $30,000 and up for gym trainers to more than $100,000 for sole practitioners who specialize. Education varies widely, though better-paid trainers not only have great abs and pectorals but a degree in exercise physiology or exercise science, or a related health field.

By Sonja Lewis - Healthy Living: Cyberspace Trainers Boost Workouts, The Atlantic Journal-Constitution, February 25, 2003

"The single biggest reason that people don't reach their fitness goals is because they don't have any mechanism for continued support," said Florez, owner of one of the largest online personal training companies, FitAdvisor.com.

By Kelly James "Walk off the Weight." Family Circle February 11 2003.

Plan ahead. Don't let the season catch you by surprise. While millions of Americans rely on regular walks to stay fit, winter can throw a monkey wrench into even the most dedicated person's routine, states Richard Cotton, chief exercise physiologist at FitAdvisor.com. "People need to either find an indoor alternative or to winterize their workout outside."

By Heather Simonsen - Working Out Despite a Cold—Is a Recipe for Misery
Salt Lake Tribune, February 27, 2003

As chief executive of Fit Advisor, an Internet-based health coaching company based in Salt Lake City, and spokesman for the American Council on Exercise, he is raring to hit the stationary bike -- but he probably will not.

Florez says when answering this question for yourself, it is best to consider the risk versus the reward. He says that 70 percent of people who start a workout program quit within six months. If you are likely to put exercising on the shelf permanently if you stop your routine temporarily to nurse a cold, he recommends you continue working out at a much lower level of intensity.

"Cut your running time by a third, consider exercising indoors instead of outside," he advises. "If you're a runner or cyclist, consider doing something light, like yoga. Or take a walk or spin easily on an exercise bike."

At the same time, he assures that taking a few days off will not affect your overall fitness level and it might speed your recovery from the sickness. "Listen to your body and not the noise in your head," Florez recommends. "The body should win the argument if it's saying, 'I'm achy, I'm tired.' "

By Nicole Dorsey - The Wonder of Winter Workouts, Ladies Home Journal, February 2003

"You burn five percent more calories when you exercise outside in the cold, because your body expends more energy trying to maintain its core temperature," says Gregory Florez, president of FitAdvisor.com an exercise coaching company in Salt Lake City.

By Christopher Dinsmore - Fitness Boom, The Virginian-Pilot, February 9, 2003.

Gregory Florez a spokes person for American Council on Exercise, said health club membership growth flattened after the Sept. 11 2001, terrorist attacks. "These are not necessarily go times for the health club industry," Florez said. "But mid-markets like San Antonio Texas, and Norfolk are doing well. You're getting more and better choices."

By Jennifer Barrett - Fitness For Less, NEWSWEEK. Jan, 13, 2003.

Indulge in too many treats during the holidays? That's why the post-holiday period is the most popular time for joining gyms. "It's an excellent time to shop competitively," Says Gregory Florez, spokesman for the American Council on Exercise.

By Sherri C. Goodman Cyber-cise! The Salt Lake City Tribune. Jan, 06, 2003.

The "e-fitness trend took off in the 1990's during the dot-com craze, with major gyms and minor Internet entrepreneurs rushing their virtual workout sites online. Many of the mavericks disappeared along with the other dot-bombs, leaving the heartier sites still in operation, including Salt Lake City-based FitAdvisor.com. FitAdvisor.com chief executive Gregory Florez started the site...his approach to fitness for time-starved executives is "whatever it takes," putting together personalized strength training and fitness regimens that fit their schedules.

By Aline McKenzie, Membership in a Health Club Should Fit Your Workout Goals,
Dallas Morning News. Tue, Jan. 21 2003.

"There really are two different kinds of health clubs these days," said Gregory Florez, a spokesman for the non-profit American Council on Exercise. "Ones who want to lock you into a membership and hope you won't show up, so they can resell that membership, and ones that want to help you reach your goal. If you're looking for personal expertise and hands-on guidance, expect to pay for it. A large chain will generally have lower prices."

By Becky Cairns , Local Fitness Experts Offer Words of Encouragement.,
The Standard-Examiner. Sat, Jan 11, 2003

From Gregory Florez, Salt Lake City spokesman for the American Council on Exercise, based in California:

Commit for three weeks. It takes 21 days to form a habit, so give it your all for that time, Florez says. Chances are, you'll see results and that will motivate you to recommit.

Consider options. Before you buy a treadmill or join a gym, think about what you like to do and how it will fit into your lifestyle. The best workout equipment or the greatest gym membership isn't any good if you don't use it, Florez says.

Forget the "quick fixes." There are no magic fixes, Florez says, and products that make such claims — you know, "Get flat abs in five minutes per month" — only leave folks frustrated.

By Fred Ball "Fitadvisor." KSL and Zion's Bank. January, 14 2003.

I asked Gregory Florez, CEO of First Fitness, to come and give me more information about his program on worksite wellness and how he can provide more productivity from employees. He encourages exercise, diet and other programs to treat both clinical and everyday problems that affect health, happiness and productivity, such as weight gain, headaches, sleep deprivation, and lack of energy.

By R. N. Jajan - Make Health and Safety Job No. 1 in the Workplace,
The Record Herald News, January 29,2003.

For many, if not most of us, juggling the daily responsibilities of job and family leaves little if no time for things like sleep and exercise, which are almost becoming luxuries instead of necessities. With the average workweek now 15 hours longer than it was 50 years ago, Florez noted, the result is more stress... However, Florez noted it doesn't have to be so and works to spread that message across to employers around the nation. Florez is CEO of Utah; Colorado based Fit Advisor, which specializes in coaching businesses on health, fitness and safety issues in the workplace.

By Kelly Greene - Investing In Fitness, The Wall Street Journal, December 16, 2002

Because seeking out an activity that gets you moving again usually involves writing a check, we asked a broad swath of exercise experts and enthusiasts how they would invest their money to break out of a rut and improve their health. Gregory Florez, CEO of First Fitness Inc., a Salt Lake city company that does online fitness counseling, recommends looking for three features: a chest strap to measure your heart rate; a large display that's easy to read while you're exercising; and an alarm that will beep when your heart rate is out of your target range. Heart-rate monitors are available at all major sporting-goods stores and on scores of Web sites.

By Joe Cogliano II - Exercise Relieves Stress For Busy Businesspeople,
Dayton Business Journal, December 13, 2002

Today, one of the biggest drivers of employee health care costs comes from increasing stress, which is directly related to a lack of exercise. American businesses spend $300 billion annually on stress-related disorders, according to Gregory Florez, a spokesman for the San Diego-based ACE and the CFO of the Salt Lake City-based First Fitness Inc., a health and fitness coaching company. Florez said exercise is much more relevant today than ever before, especially for businesspeople and executives, because stress in the business environment is responsible for sabotaging sleep, lower productivity and an increase in medications.

By Bill Radford - Cross Purposes: Winter, A Great Time To Shake Up Training Routine,
The Gazette, December 9, 2002

"Think of the wintertime as a healing time where you begin to recover and work on things like strength and flexibility, things that once you're out and enjoying your sport in the summer, you'll probably neglect," says Gregory Florez, a spokesman for ACE and president of First Fitness Inc. Florez recommends working on flexibility four or five days a week and strength training - "done with quality and intensity" - two or three days a week. If you don't where to start, get help.

By Michele Stanten - Best At-Home Equipment, Prevention Magazine, November 2002

Check out our guide before you buy. You end up ordering the latest exercise contraption, which then ends up becoming an expensive clothes hanger. Using Gregory Florez, spokesperson for ACE and CEO of First Fitness, Inc., a Salt Lake City based coaching company, here are the pros of the most popular equipment. The elliptical is easy on joints; low risk of injury; lots of programs, so you train more muscles, however, it takes some getting used to and requires good coordination. The treadmill has lots of variety, weight bearing, so it's good for bones and calorie burning, however you need the space to fit the model of your choice in your home. Choose a folding model if you don't have a lot of room.

By Douglas Robson - Feel the Burn:E-Fitness Sites Are Given a Workout,
Wall Street Journal, September 10, 2002

The best of the five was FitAdvisor.com, though it is one of the priciest. The instructor spent about 40 minutes by phone going over our health; sleep patterns, diet and goals before coming up with a program, which was easy to track on the site. Regarding the "quality of workout" well thought-out programs that refined the exercises we were already doing were provided, without eliminating the sports we enjoy. The best feature of the site was the phone calls. They imparted the feeling of true one-on-one help, e.g. instructor even left a reminder phone message to take a pulse measurement first thing in the morning.

By Dimity McDowell - 4 Good Gadgets, Health Magazine, December 2002

"The majority of fitness infomercials are meant to capture our dollars, not help us get flatter abs," says Gregory Florez, CEO of FitAdvisor.com, a national health-coaching company in Salt Lake City. Florez analyzed some of the hottest fitness products on the market for effectiveness, efficiency, and safety.

By Jennifer Mulrean - Virtual Workouts Can Shed Real Pounds.
MSN.com, November 21, 2002.

FitAdvisor, the most personal, allows clients e-mail and phone access to their trainers. This can be especially critical to those who need a little more accountability. For a fraction of the cost of in-person training, you can get customized or computer generated workouts, interaction with your trainer via e-mail or phone, and fitness logs to track your progress. The pro's of virtual workouts are affordability, flexibility, no intimidation factor and it's non competitive

By Cynthia Lambert-Nehr, How much do you know about exercise?
The Detroit News, October 16, 2002

"At the end of the day, it's about energy in and energy out," Florez says. "The longer you work out, the better off you are. But it's not always about time. Look at the quality of your workout."

By Mark Azzara, Calorie Counting Might Not Add Up,
Waterbury Republican-American. November, 28 2002.

A Study in New York found that exercise equipment overestimates, by as much as 30 percent, the amount of calories that are being burned off. The San Diego-based American Council on Exercise hasn't verified the accuracy of the machines numbers but spokesman Gregory J Florez said, "they're not very accurate."

By Bob Condor It's a Way of Eating, Not a Way of Starving.
Chicago Tribune. Sep. 29, 2002-Dec. 29, 2002

Chicago based Vivian Yamaguchi and her husband Stu Cohn participated in a new years resolution Q-diet Challenge—sponsored by the Chicago tribune. Both are clients of First Fitness Inc. and for the program they selected simple but doable resolutions. Vivan chose to conquer her sweet tooth and Stu chose to work with weights to build upper body strength. Both accomplished their goals and contribute their success to simple changes a First Fitness motto.

By Melissa S. Monroe - "Fitness Centers Have Healthy Future."
San Antonio Express-News, November 16, 2002.

Economic Woes. People are interested in their health but the local market is underserved, said Gregory Florez, a spokesman for the American Council on Exercise and the CEO of fitadvisor.com

By John Agoglia - Corporate Fitness, Club Industry, November 2002.

"The new millennium worker needs flexibility and adherence tools. They work more, travel more, and are under much greater stress. Programs that are successful are about "integrating" programs that deal with sleep, nutrition and exercise into existing lives and work patterns" says Gregory Florez, president of Salt Lake City —based FitAdvisor, a company that provides a family of services to corporate groups.

By Gregory Florez - Designing a Home Gym for Every "Body", Home Improvement & Remodeling, November 2002.

Home exercise equipment has become much more space efficient, safe and convenient over the past several years. This is great news for time starved Americans who need simple, effective workout solutions that don't require a trip to a gym. In fact, even those who belong to health clubs are exercising at home more frequently (63% according to Fitness Products Council). Making an investment in a home gym is really about making an investment in your personal health.

September 29, 2003 Gregory Florez, President and CEO of First Fitness, Inc. and spokesperson for the American Council on Exercise comments on the future of the current popular women's fitness centers "Curves". Florez stated "The one size fits all program has its' limits. The Model is sound with a good sound workout. The proof will be in 1 - 2 years down the road to see what percent of those 2 million women are seeing gains, had support, stuck with it and then brought their friends and family."

By Neal Santlemannn - Ten Helathiest Sports, Forbes.com.

October 1st 2003 Gregory Florez, comments regarding the health benefits of Cross Country Skiing. "Just the process of the body warming itself in cold weather fires up metabolism and increases calorie burn," notes Gregory Florez, a personal trainer and CEO of the online coaching outfit Fitadvisor.com who teaches cross-country skiing near Salt Lake City. Though the legs remain in a steady range of motion, there's good flexibility for the thighs, back and shoulders. Of course, you can't always count on the weather, but that's what stationary NordicTracks are for.

Optum Newsletter "Taking Care"

March 2003, Gregory Florez President and CEO of First Fitness and Fitadivsor commented regarding the importance of timing an exercise program..."Exercising in the evening is fine. The most important aspect of any exercise program is developing a schedule you're likely to maintain. This is especially important for people who have competing priorities, such as work and family responsibilities."

This speaks to the old adage that any exercise is better than no exercise.

Training for a Walking Marathon

Grab your fitness shoes and follow these tips to build strength and endurance.

If the thought of hoofing it for 26 miles sounds daunting, take heart: Properly prepared, just about anyone can walk a marathon. "It's all about quality training," says Gregory Florez, personal trainer, spokesperson for the American Council on Exercise, and FitAdvisor.com, a company which provides online training services. Florez goes on to provide walking tips.

Runner's World Magazine featured 3 motivational indoor training routines to escape the elements of winter. When asked to comment on these 20, 40 and 60 minute routines, Florez was quoted as saying "to reap real benefits, you'll need to train at least 2 days a week, 3 is better. Plan your workouts to include strength training as well as cardio. You'll see results in both areas."

Elliptical: No impact, good for those with joint issues

When dietwatch.com asked the expert opinion of Gregory Florez, Spokesperson for the American Council on Exercise and CEO of FitAdvisor.com he stated The movement can prevent overuse injuries, "You can go forward and backwards, which can help prevent overuse injuries common in runners and walkers." Common overuse injuries include shin splints, pulled hamstrings, hip pain, and a variety of food related problems due to impact and overuse, says Florez.

Claudia Zapata: Fitness equipment: great gift or just a future dust collector?

"It can be the very best idea or the very worst, a gift that keeps on giving or a New Year's resolution gone bad," says personal trainer Gregory Florez, CEO of www.FitAdvisor.com, an online health coaching service based in Salt Lake City. The right apparatus "can literally change someone's life," Florez says. "Nothing can be more personal or valuable." Finding Mr. Right, however, will require some homework. You'll need to know two things well: the recipient and the equipment. Regardless of budget, turn to the experts. "The best place to start is a specialty fitness retailer, a place that doesn't sell hockey sticks or refrigerators, where you can ask the really hard questions," Florez says.

By Jeannine Stein - Times Staff Writer, Going the Distance—If an on-site trainer isn't an option, coaching via the phone or Internet can be the next best thing. December 8 2003.

The LA times author Jeannine Stein requested information regarding on the luxury of a personal trainer and how many people are turning to a more convenient way to get coaching help via the telephone and Internet. The complete article and Gregory Florez, the President and CEO of Fitadvisor comment's can be viewed at: LA Times article

American Health and Fitness online training PDF

The December Issue of American Health and Fitness article Refine Your Body Online quoted Gregory Florez regarding motivation and the personal training program. "Since motivation is key to sticking to a personal training regimen, look behind the curtain when evaluating a site. Make sure the site is staffed and run by certified fitness trainers who have evidence that they've trained and programmed people."